The Peerbound Podcast

In this episode of The Peerbound Podcast, host Sunny Manivannan sits down with Emily Coleman, Senior Manager of Customer Marketing & Advocacy at LaunchDarkly, to talk about her unexpected path into customer marketing, which began in politics and later led to high-pressure communications work during the SolarWinds cybersecurity crisis. Today, she focuses on building scalable advocacy programs at LaunchDarkly, with AI playing an increasingly important role.

Emily shares how her early work in politics sharpened her empathy and storytelling instincts, the lessons she learned navigating a cybersecurity crisis at SolarWinds, and how she’s rethinking advocacy at LaunchDarkly with a focus on authenticity, design, and emerging technology.

Whether you’re revamping your customer story motion or looking to scale with limited resources, Emily’s story offers a thoughtful, grounded view of what it takes to build trust and elevate the voice of your customers.

(00:00) Introduction and Guest Welcome
(01:05) Emily Coleman's Early Career and Education
(05:39) Political Career and Casework
(10:22) Transition to Tech and Initial Challenges
(15:02) Growth and Success at SolarWinds
(17:53) Navigating a Big Company
(19:36) Facing Challenges at SolarWinds
(20:29) The SolarWinds Hack: A Crisis Unfolds
(23:03) Building Trust and Advocacy Post-Breach
(24:39) Transition to LaunchDarkly
(28:49) Revamping the Customer Stories Page
(32:54) Incorporating AI in Customer Advocacy

Featuring:
Emily Coleman:
LinkedIn — https://www.linkedin.com/in/emilyecoleman/

Sunny Manivannan:
LinkedIn — https://www.linkedin.com/in/sunnymanivannan/
X — https://x.com/sunnymanivannan

Follow us:
LinkedIn – https://www.linkedin.com/company/peerbound-inc

Tune in:
Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056
Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX
YouTube – https://www.youtube.com/@peerbound

In this episode of The Peerbound Podcast, host Sunny Manivannan welcomes back Kevin Lau, Vice President of Customer Engagement at Freshworks, to discuss the evolving landscape of customer marketing and its increasing importance within organizations. Kevin shares his professional updates, including his new role and personal milestones, and dives deep into significant shifts affecting customer marketing, especially post-pandemic. They explore the fluidity between various roles like customer success, support, and marketing and how AI is reshaping these functions. Kevin provides actionable advice on elevating the role of customer marketers, achieving organizational visibility, and the importance of fostering cross-functional relationships. The discussion also touches on promotion pathways within customer marketing and the need for effective communication of program impacts to leadership. Kevin concludes with a hopeful outlook, emphasizing the unique opportunities for customer marketers to shape their career paths in an AI-driven future.

• (01:10) Kevin’s Big Career & Life Shifts
• (01:54) How Customer Marketing Has Evolved
• (04:09) Org Structure & Success Metrics That Work
• (07:16) Climbing the Ladder in Customer Marketing
• (11:21) How to Know You're Ready for Promotion
• (16:45) The “Orchestrator” Role: Driving Strategy & Execution
• (24:39) Earning Influence Across the Organization
• (33:27) How to Advocate for Yourself Without Burnout
• (38:47) Why the AI Era Is a Win for Customer Marketing

Featuring:
Kevin Lau:
LinkedIn — https://www.linkedin.com/in/kevinkennethlau

Sunny Manivannan:
LinkedIn — https://www.linkedin.com/in/sunnymanivannan/
X — https://x.com/sunnymanivannan

Follow us:
LinkedIn – https://www.linkedin.com/company/peerbound-inc

Tune in:
Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056
Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX
YouTube – https://www.youtube.com/@peerbound

What is the real value of building meaningful customer relationships in today's competitive tech landscape? In this episode of The Peerbound Podcast, host Sunny Manivannan is joined by Alexie Glover, co-founder and marketing consultant at Frank Advocacy. The discussion covers the motivations behind starting Frank Advocacy and the importance of customer marketing. Alexie shares her unique journey inspired by her mother, highlighting the need for businesses to appreciate their customers and build lasting relationships. The conversation delves into the challenges and opportunities in the customer marketing function, touching on the shift towards non-transactional relationships and the role of technology. Alexie also emphasizes the importance of making work visible to secure a seat at the table and shares insights into Frank Advocacy's innovative marketing strategies, including customer-centric initiatives like 'customer marketing cuties' and 'customer marketing cowboys.' 

• (00:00) Introduction and Guest Welcome
• (00:38) Founding Frank Advocacy
• (02:18) Family Influence and Early Career
• (03:56) Working with Family: Challenges and Benefits
• (06:33) Modern Customer Advocacy Trends
• (09:50) Customer Relationships and Market Dynamics
• (16:33) Marketing Strategies and Challenges
• (20:19) The Sticker Revolution
• (21:32) Direct Mailers and Job Postings
• (24:16) The Future of Customer Marketing
• (29:17) The Importance of Visibility
• (33:53) Proud Projects and Peer Influences
• (37:16) Conclusion and Final Thoughts

Featuring:

Alexie Glover:
LinkedIn — https://www.linkedin.com/in/alexie-glover/

Sunny Manivannan:
LinkedIn — https://www.linkedin.com/in/sunnymanivannan/
X — https://x.com/sunnymanivannan

Follow us:
LinkedIn – https://www.linkedin.com/company/peerbound-inc

Tune in:

Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056

Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

How do you harness the power of storytelling to resonate with buyers in a world overwhelmed by data and noise? In this episode of The Peerbound podcast, host Sunny Manivannan is joined by Ari Hoffman, a customer marketing advocacy expert with a rich background in companies like Coveo, Influitive, and Amplitude. The discussion centers on the art of customer storytelling in the B2B space, particularly the importance of weaving qualitative human elements with critical business metrics. Ari emphasizes the role of the 'hero's journey' in crafting compelling narratives, the necessity of making stories relevant and impactful, and the significance of internal recognition in fostering a storytelling-centric culture. The episode also highlights the strategies to empower sales teams with effective stories and how customer marketers can demonstrate their value within their organizations.

• (01:16) The Power of Human Stories in B2B
• (04:02) Combining Metrics with Storytelling
• (04:26) Challenges in Finding and Using Stories
• (08:15) The Hero's Journey Framework
• (10:37) Personalizing Stories for Impact
• (12:55) Empowering Sales with Effective Stories
• (18:24) Tracking Business Impact
• (18:50) Celebrating Customer and Employee Success
• (19:01) The Hall of Heroes Concept
• (20:12) Gathering Customer Testimonials
• (22:08) Storytelling in Sales Kickoff (SKO)
• (24:16) Creating a Culture of Storytelling
• (26:20) The Value of Customer Marketing
• (34:10) Final Thoughts and Advice

Takeaways:

• Customer stories resonate more than self-promotional metrics.
• Human connections are essential in B2B storytelling.
• Storytelling should be relevant and impactful.
• The hero's journey is a timeless storytelling framework.
• Sales teams need to be equipped with relatable stories.
• Celebrate partnerships, not just customer success.
• Create a culture that values storytelling.
• Start small and pilot storytelling initiatives.
• Use metrics to measure the impact of storytelling.
• Avoid burnout by prioritizing storytelling efforts.

Featuring:
Ari Hoffman:
LinkedIn — https://www.linkedin.com/in/arijhoffman/

X — https://x.com/arigobie

Sunny Manivannan:
LinkedIn — https://www.linkedin.com/in/sunnymanivannan/
X — https://x.com/sunnymanivannan

Follow us:

LinkedIn – https://www.linkedin.com/company/peerbound-inc

Tune in:

Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056

Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

What do ancient Greek philosophy and cutting-edge sales enablement have in common? In this episode, we sit down with Ali Jawin, CMO at Pontera, to delve into her unconventional career path, leading marketing teams, and embracing AI. Ali is a marketing executive renowned for her focus on data-driven strategies. She has been responsible for reshaping marketing initiatives that drive global customer acquisition and company growth. In our conversation, we discuss embracing change, navigating the rapid evolution of AI in marketing, and the underrated skills that drive success in today’s fast-paced world. We explore how her focus on preparation shaped her career and why she believes in building strong, authentic professional relationships. Discover the "strawberry smoothie strategy" for content creation, steps for fostering creativity and innovation in AI-powered environments, why adaptability and experimentation are essential, and more. Join us for a masterclass on staying adaptable and ready in an ever-changing industry with Ali Jawin. Tune in now!

Key Points From This Episode:

• (0:01:57) Ali’s unique path from academia to marketing leadership in SaaS.
• (0:08:50) Why every company is on a scale from "hot mess" to "dumpster fire."
• (0:14:57) How she navigates bad ideas and focuses on impactful marketing efforts.
• (0:22:26) The role of mentors in Ali's career and how she builds professional relationships.
• (0:26:12) Find out what Ali thinks is the most underrated skill in marketing.
• (0:33:17) Explore the future of marketing, AI, and the skills required to thrive.
• (0:38:11) Best AI marketing uses cases and why marketers should embrace AI.
• (0:45:15) Uncover the limitations and common pitfalls of AI-driven marketing.
• (0:49:11) Her favorite SaaS marketers and best book recommendations.

Featuring:

Ali Jawin:
LinkedIn – https://www.linkedin.com/in/alijawin/

Sunny Manivannan:
LinkedIn – https://www.linkedin.com/in/sunnymanivannan/
X – https://x.com/sunnymanivannan
 

References:

Pontera – https://pontera.com/

Outreach – https://www.outreach.io/

Yesware – https://www.yesware.com/

RepTrak – https://www.reptrak.com/

6sense – https://6sense.com/

No Forms. No Spam. No Cold Calls – https://www.amazon.com/Forms-Spam-Cold-Calls-account-based/dp/0578699451

Carilu Dietrich – https://www.carilu.com/

Hypergrowth Leadership – https://www.carilu.com/

The Wide Wide Sea – https://www.amazon.com/Wide-Sea-Imperial-Ambition-Contact/dp/0385544766

Follow us:

LinkedIn – https://www.linkedin.com/company/peerbound-inc

Tune in:

Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056

Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

Liz shares her remarkable account of scaling Yext from a $10 million startup to a $400 million public company and takes us into the complex world of marketing leadership, where balancing creativity with data-driven strategies is key. She discusses her approach to company building through marketing, the evolving impact of AI, and offers invaluable leadership and career advice for marketers and entrepreneurs alike. To find out how Liz's unique insights on visionary leadership, adapting to technological shifts, and navigating challenges can inspire you to drive growth and innovation in your own work, be sure to tune in today! You won’t want to miss this opportunity to gain actionable takeaways from one of the industry's top marketing leaders.

Key Points From This Episode:

• (0:00:53) Introducing Liz Egan and her journey into marketing.
• (0:04:15) Scaling Yext from a 75-person startup to a $400 million public company.
• (0:07:04) Why strategies that didn’t work previously could work now.
• (0:08:24) The value of diverse experience in both data and creative marketing.
• (0:10:45) Liz’s take on the ‘Founder Mode’ essay by Y-Combinator’s Paul Graham.
• (0:15:17) Balancing the art of marketing with data-driven strategies.
• (0:19:20) What marketers often miss about sales.
• (0:22:55) The impact of AI on marketing: balancing market expectations with hype.
• (0:30:41) Visionary leadership advice for early-career marketers.
• (0:32:14) What it means to keep your “company hat” on when making decisions.
• (0:33:21) SaaS Talk: Liz’s favourite software company homepages and apps.
• (0:36:50) Peerbound Talk: TV shows and marketing leaders that inspire her.

Featuring:

Liz Egan:
LinkedIn — https://www.linkedin.com/in/elizabethwaltonegan/

X — https://x.com/lizwalton

Sunny Manivannan:
LinkedIn — https://www.linkedin.com/in/sunnymanivannan/
X — https://x.com/sunnymanivannan
 

References:

Lattice — https://lattice.com/

Sprig — https://sprig.com/

Yext — https://www.yext.com/

Howard Lerman — https://www.linkedin.com/in/howardlerman/

‘Founder Mode’ Essay — https://paulgraham.com/foundermode.html

Gong — https://www.gong.io/

Vercel — https://vercel.com/

Figma — https://www.figma.com/

Apple Health — https://www.apple.com/health/

Arc — https://arc.net/

Artifact — https://artifact.news/

Shōgun — https://www.hulu.com/series/shogun

Slow Horses — https://tv.apple.com/za/show/slow-horses/umc.cmc.2szz3fdt71tl1ulnbp8utgq5o

MKT1 Newsletter — https://newsletter.mkt1.co/

Emily Kramer — https://www.linkedin.com/in/emilykramer/

Katie Mitchell — https://www.linkedin.com/in/katherinesmitchell/

Follow us:

LinkedIn – https://www.linkedin.com/company/peerbound-inc

Tune in:

Apple Podcasts – https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056

Spotify – https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

In our conversation, Jason tells us about the medical diagnosis that shifted his career from the US Navy to tech marketing, leading him to roles at Salesforce and Braze. We get into the formative lessons Jason learned in product marketing, from prioritizing clear messaging to positioning yourself correctly, and how they’ve shaped his approach. Jason also discusses the challenges of transitioning from a large organization like Salesforce to smaller, more agile environments, and why fostering team well-being is essential to success. Additionally, he shares details on the role AI plays at Amperity, and how tools like perplexity.ai enhance efficiency. Stay tuned for Jason’s career advice, what is top-of-mind for him as a marketing lead, his thoughts on the evolving role of AI in SaaS, and much more!

Key Points From This Episode:

(0:00:21) Jason’s journey from US Navy pilot to marketing leader at Amperity.

(0:02:45) Key challenges Jason faced transitioning from the military to marketing.

(0:05:22) Formative lessons learned at Salesforce on mastering product marketing.

(0:09:25) Adapting to smaller companies after Salesforce.

(0:12:08) Career advice: choosing your job and creating support systems.

(0:15:46) What is top-of-mind for Jason as a marketing lead: performance and team health.

(0:17:51) Broader trends in SaaS and software: value articulation and AI.

(0:20:47) Using AI tools like perplexity.ai to boost productivity at Amperity.

(0:22:40) The future of AI in SaaS and its potential impact on the workforce.

(0:26:04) Jason’s favourite Saas homepage, customer story, and technologies.

(0:32:36) Book recommendations and shoutouts to noteworthy peers.

Featuring:

Jason Perocho:

LinkedIn - https://www.linkedin.com/in/perocho/

Sunny Manivannan:

LinkedIn - https://www.linkedin.com/in/sunnymanivannan/

Twitter - https://x.com/i/flow/login?redirect_after_login=/sunnymanivannan

References:

Salesforce - https://www.salesforce.com/

Braze - https://www.braze.com/

Amperity - https://amperity.com/

perplexity.ai - https://www.perplexity.ai/

claude.ai - https://claude.ai/login

AmpGPT - https://amperity.com/demo/amp-ai

Spline - https://spline.design/

Strava - https://www.strava.com/

Slaughterhouse-Five - https://www.amazon.com/Slaughterhouse-Five-Novel-Modern-Library-Novels/dp/0385333846

FYI: For Your Improvement - https://www.amazon.com/FYI-Improvement-Competencies-Development-Guide/dp/1933578904

Follow us:

LinkedIn - https://www.linkedin.com/company/peerbound-inc

Tune in:

Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056

Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

In our conversation, Shannon discusses her journey from working in a startup to being part of Salesforce’s meteoric rise, and how she ultimately ended up at Asana. We delve into the importance of staying authentic in the face of corporate pressure, how AI is reshaping knowledge work, ways Asana is leveraging this technology to unlock new levels of human potential, and more. Shannon also shares actionable leadership advice and explains why embracing a growth mindset is essential as a leader. Join us as we explore the future of work, AI, and leadership, and discover how you can stay ahead in a rapidly changing industry. Tune in now!

Key Points From This Episode:
 

• (0:00:31) Introduction to Shannon Duffy and her early career experience.
• (0:05:50) Explore what unique aspects make Salesforce a ‘CMO factory.’
• (0:07:25) The importance of understanding the mechanics of the business as a marketer.
• (0:09:04) Shannon offers advice for people beginning their leadership journeys.
• (0:12:07) She reflects on joining Asana and how the company has embraced AI.
• (0:16:34) Learn about the common misconceptions and fears of utilizing AI.
• (0:18:39) Shannon’s top SaaS company and the tools she uses on a daily basis.
• (0:20:14) How companies use Asana to manage global marketing campaigns.
• (0:21:10) Uncover her approach to building and managing a strong marketing team.
• (0:24:35) Ways Asana balances work management while differentiating their product.
• (0:26:09) Asana’s mission of making AI accessible to all kinds of organizations.
• (0:27:30) Recommendations and resources for enhancing your leadership skills.
• (0:28:48) Hear who her favourite SaaS marketers are and her final takeaways.

Featuring:

Guest Name: Shannon Duffy
LinkedIn - https://www.linkedin.com/in/shannonduffy/

Sunny Manivannan:
LinkedIn - https://www.linkedin.com/in/sunnymanivannan/
Twitter - https://x.com/sunnymanivannan
 

References:

Slack - https://slack.com

MuleSoft - https://www.mulesoft.com

Tableau - https://www.tableau.com

Asana - https://asana.com/

Salesforce - https://www.salesforce.com/

Finding Nemo - https://www.imdb.com/title/tt0266543/

HubSpot - https://www.hubspot.com

DoorDash - https://www.doordash.com

Accor - https://group.accor.com

IPG Mediabrands - https://www.ipgmediabrands.com

Multipliers, Revised and Updated - https://www.amazon.com/Multipliers-Revised-Updated-Leaders-Everyone-dp-0062663070/

Follow us:

LinkedIn - https://www.linkedin.com/company/peerbound-inc

Tune in:

Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056

Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX

In our conversation, Sara Varni, Chief Marketing Officer of Datadog, reflects on her experiences with different growth stages at Twilio, Attentive, and Datadog, highlighting how she established crucial processes like pipeline councils and executed major ad campaigns. She unpacks some of the most common mistakes new CMOs make, emphasizing the importance of balancing swift changes with thoughtful analysis, and her advice on how best to navigate your first 90 days. Our conversation also examines the pros and cons of embracing evangelism in marketing, versus a more reality-based approach (and when to use which), how to tailor your marketing for different audiences, and much more. With a wealth of experience across top tech companies, Sara’s advice offers a valuable guide for anyone looking to navigate the complex world of SaaS marketing and leadership, so be sure to tune in!
 

• (00:00:25) Introducing Sara Varni.
• (00:00:43) Integrating product-led and sales-led growth motions.
• (00:02:31) Lessons on prioritizing sales-led growth.
• (00:04:14) Twilio’s approach: Helping rather than selling.
• (00:07:16) Marketing to different audiences.
• (00:09:08) Embracing evangelism as a marketer vs. a reality-based approach.
• (00:11:32) Finding the right balance between evangelism and reality.
• (00:13:57) Advice for your first 90 days as CMO.
• (00:17:59) Sara’s first 90 days at Twilio, Attentive, and Datadog.
• (00:23:46) Common mistakes new CMOs make (and how to avoid them).
• (00:25:48) Inspiring customer stories from Sara’s SaaS marketing career.
• (00:27:28) Sara’s favorite SaaS company homepage.
• (00:28:33) Why Tableau is Sara’s favorite enterprise tool.
• (00:29:25) Book recommendations from Sara.
• (00:31:31) Sara’s inspirational marketing leaders.
   

Featuring:

Sara Varni:
LinkedIn - https://www.linkedin.com/in/saravarnibright/

Sunny Manivannan:
LinkedIn - https://www.linkedin.com/in/sunnymanivannan/
Twitter - https://x.com/sunnymanivannan 
 

References:

Datadog - https://www.datadoghq.com/

Attentive - https://www.attentive.com/

Twilio - https://www.twilio.com/en-us

Medtronic - https://www.medtronic.com/us-en/index.html
Tableau - https://www.tableau.com/

Demon Copperhead - https://www.amazon.co.za/Demon-Copperhead-Pulitzer-Prize-Winner/dp/0063251922

Denise Persson - https://www.linkedin.com/in/denisepersson/

Jamie Domenici - https://www.linkedin.com/in/jdomenici/

Shannon Sullivan Duffy - https://www.linkedin.com/in/shannonduffy/

Jeff Titterton - https://www.linkedin.com/in/jefftitterton/

Follow us:

LinkedIn - https://www.linkedin.com/company/peerbound-inc

Tune in:

Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056

Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX
 

In today’s episode of The Peerbound Podcast, we sit down with Harriet Johnston, the Vice President of Marketing at Ashby to explore key strategies for refining recruitment processes and how to build a marketing team from scratch. Tuning in you’ll hear Harriet’s expert insights on attracting the best talent, enhancing the candidate experience, and why recruiting presents a rich brand-building opportunity. Discover key aspects you need to consider during the recruitment process, like prioritizing differentiated and compelling job descriptions, and why you should always treat candidates as potential customers. Harriet also elaborates on Ashby's journey navigating a dynamic market landscape, and the challenges they had to overcome while maintaining a cohesive narrative amid rapid changes. Stay tuned to the end for Harriet’s advice on staying connected with the Voice of the Customer (VoC) and her top reading and listening recommendations!

• (0:00:35) Ashby’s unique offerings.
• (0:01:58) Why Harriet joined Ashby.
• (0:03:45) Building Ashby’s brand.
• (0:05:11) Competitive differentiation in ATS (Applicant Tracking Systems).
• (0:09:41) Building a marketing team from scratch.
• (0:17:24) Strategies for hiring your first designer.
• (0:19:37) Advice for attracting the best talent.
• (0:20:17) Differentiated and compelling job descriptions.
• (0:23:06) Delivering a good interview experience.
• (0:24:31) Recruitment as a brand-building opportunity.
• (0:27:25) Maintaining a narrative that works in a rapidly changing environment.
• (0:31:30) Staying connected with the Voice of the Customer (VoC).
• (0:34:56) Reading and listening recommendations.
• (0:37:05) Recognizing influential figures in SaaS marketing.

Featuring:

Harriet Johnston:
LinkedIn - https://www.linkedin.com/in/hajohnston/

Sunny Manivannan:
LinkedIn - https://www.linkedin.com/in/sunnymanivannan/
Twitter - https://x.com/sunnymanivannan 
 

References:

Ashby - https://www.ashbyhq.com/

Exit Five: B2B Marketing with Dave Gerhardt - https://podcasts.apple.com/us/podcast/exit-five-b2b-marketing-with-dave-gerhardt/id1599954536

Storytelling with Data - https://www.amazon.com/Storytelling-Data-Visualization-Business-Professionals/dp/1119002257

Educated - https://www.amazon.com/Educated-Memoir-Tara-Westover/dp/0399590501

Why Fish Don't Exist - https://www.amazon.com/Why-Fish-Dont-Exist-Hidden/dp/1501160273
Creativity, Inc. - https://www.amazon.com/Creativity-Inc-Overcoming-Unseen-Inspiration/dp/0812993012
 

Follow us:

LinkedIn - https://www.linkedin.com/company/peerbound-inc

Tune in:

Apple Podcasts - https://podcasts.apple.com/us/podcast/the-peerbound-podcast/id1708825056

Spotify - https://open.spotify.com/show/5GO3n6pATX10fkY8lgf3GX