The Peerbound Podcast

In this episode of the Peerbound Podcast, Chief Edition, host Sunny Manivannan is joined by Heather Larrabee, the Chief Marketing Officer of OfficeSpace Software. Heather discusses her extensive career, highlighting her transition from consumer brands like Whole Foods to B2B, particularly in software. She shares insights on effective marketing strategies, the importance of calculated risks, and aligning initiatives with broader business goals. Heather also delves into specific success stories from her career, including a significant innovation at Whole Foods involving a SaaS solution for vendor sampling. Beyond marketing tactics, the conversation touches on career advice for both early-stage professionals and those ten years into their careers, emphasizing the significance of a growth mindset, curiosity, and cross-functional collaboration. Heather's experiences underline the role of entrepreneurial thinking, mentorship, and community in personal and professional growth. The episode wraps up with a discussion on impactful customer stories and the future of work in a rapidly evolving technological landscape.

• (00:36) Heather Larrabee's Marketing Journey
• (01:19) Innovative Solutions at Whole Foods
• (05:15) Transitioning from B2C to B2B
• (06:49) Digital Transformation and Career Path
• (08:28) The Importance of Right Livelihood
• (10:57) Navigating Post-Pandemic Work Environments
• (15:02) Problem Solving and Growth Mindset
• (23:51) Choosing the Right Marketing Strategy
• (24:36) Entrepreneurial Mindset in Marketing
• (25:07) Career Advice for Early-Stage Professionals
• (27:53) Career Advice for Mid-Career Professionals
• (30:44) The Importance of Mentorship and Community
• (31:59) Influential Books and Resources
• (33:48) Favorite Marketing Leaders and Brands
• (40:32) Customer Stories and Final Thoughts

Featuring:

Heather Larrabee (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

References:

• Reforge: The 4 Growth Frameworks You Need to Build a $100M Product
• LOVED: How to Rethink Marketing for Tech Products
• The Marketing Book Podcast
• Jeb Blount’s blog: Sales Gravy 

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On this episode of The Peerbound Podcast, we hear from Trish Borrmann, the Director of Global Customer Advocacy at ServiceNow. Trish shares her journey and expertise in building customer advocacy programs at technology giants like Cisco, Fortinet, and ServiceNow. She discusses the power of customer stories and the impact of a unique project where she helped write a cybersecurity best practices book with contributions from industry experts. Trish highlights the importance of engaging customers in sharing their success stories in a variety of formats, from press releases to robust multi-platform campaigns, and emphasizes the value of presenting customer advocacy as a valuable opportunity rather than a favor request. The conversation also touches upon the role of AI and generative AI in enhancing customer advocacy strategies and the operational efficiency within ServiceNow. Trish's experiences shed light on the evolving landscape of customer advocacy in tech and offer valuable insights for both seasoned and aspiring customer advocacy professionals.

• (00:38) Trish Borrmann's Unique Experience with a Cybersecurity Book
• (04:35) Lessons from Leading Technology Companies
• (05:44) Building a Customer Advocacy Program from Scratch
• (07:15) Looking Ahead: ServiceNow's Priorities for 2024 and Beyond
• (08:42) The Art of Asking in Customer Advocacy
• (10:12) Trish's Journey into Customer Advocacy and Marketing
• (11:33) Innovative Customer Engagement at ServiceNow
• (16:14) The Impact of AI on Customer Advocacy
• (17:05) AI Adoption Within ServiceNow's Operations
• (17:47) Advice for the Next Generation of Customer Advocacy Managers

The book Trish helped publish during her time at Fortninet is called The Digital Big Bang. 

Featuring:

Trish Borrmann (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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In this episode of the Peerbound Podcast: Chief Edition, we welcome Mark Boothe, the Chief Marketing Officer at Domo, to discuss the transformative efforts and strategies behind their award-winning community engagement program, Domo Central. Mark shares insights from his extensive career in marketing at companies like Adobe and Domo, emphasizing the power of customer voice in driving business success. He discusses the challenges and successes in revamping Domo Central, which led to winning Forrester's Customer Engagement Program of the Year award. Mark's approach to leadership, the importance of customer-centricity, and the evolving role of AI in B2B marketing are also explored. The episode concludes with Mark's peer nominations for future guests, highlighting individuals with impactful contributions in the marketing field.

• (01:25) The Evolution of Domo Central
• (02:14) Building a Vibrant Community at Domo
• (04:22) The Comprehensive Approach to Domo Central
• (06:51) Mark's Philosophy: Leading with the Customer
• (08:41) Mark Boothe's Marketing Journey
• (10:47) From Adobe to Domo: A Career in Marketing
• (13:15) Big Company vs. Startup Dynamics
• (14:55) Advice for Aspiring CMOs
• (16:39) The Future of B2B Marketing

Stay tuned through the end of the show (18:21) to hear who Mark thinks we should interview next.

Featuring:

Mark Boothe (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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In this episode, Katlin Hess, the Director of Customer Marketing at G2, shares her experiences and strategies in leveraging customer voices, including reviews and feedback, to drive business growth. Despite having an 'unusual problem' of too many customer advocates, Hess highlights the importance of customer-centric initiatives and cross-functional teamwork at G2. She illustrates this with examples such as the company's executive advisory board and an idea submission portal for customer-facing teams. Hess also discusses building customer marketing programs from scratch, fostering internal trust for momentum, and the powerful role of customer testimonials in the software buying process. Additionally, the conversation touches on G2's initiatives like G2 University and community-building efforts.

• (00:48) The Unique Challenge of Having Too Many Advocates
• (02:37) G2's Customer-Centric Culture in Action
• (05:44) Katlin's Journey into Customer Marketing
• (08:01) Building Momentum as the First Customer Marketer
• (10:58) Initial Steps and Strategies at G2
• (13:06) Engaging Customers in Storytelling and Case Studies
• (14:46) The Power of Reviews in Software Buying
• (18:19) Looking Ahead: Future Plans at G2

Stay tuned through the end of the show (19:58) to hear who Katlin thinks we should interview next.  

Featuring:

Katlin Hess (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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In this episode, we hear from Emily Ward, the Vice President of Global Marketing at Turnitin. Emily shares her unexpected journey from aspiring ballerina to marketing leader, emphasizing the role of adaptability, understanding user needs, and data-driven decision-making in her career. Highlighting her initial pivot from ballet to marketing due to pragmatic advice, Emily discusses her educational path, her first marketing job against the backdrop of economic uncertainty, and her navigation through different sectors, eventually finding a passion for edtech. Notably, Emily focuses on the importance of combining performance marketing with brand-building, the impactful lessons from customer feedback, and her current challenges and initiatives at Turnitin, especially regarding generative AI and academic integrity. 

• (00:44) From Ballet to Marketing: Emily Ward's Unique Journey
• (01:33) Discovering a Passion for Marketing
• (02:32) First Steps into the Marketing World
• (04:12) The Shift to EdTech and Performance Marketing
• (07:21) The Power of Brand and Performance Marketing
• (09:19) Content That Converts: Insights from Experience
• (10:44) Learning from Marketing Missteps
• (14:16) Turnitin's Mission and Marketing Strategy
• (17:42) Navigating the Challenges of Generative AI
• (20:36) Using the Voice of the Customer at Turnitin
• (21:56) Looking Forward to 2024 and Beyond
• (23:23) Emily’s Peer Nomination

Featuring:

Emily Ward (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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Kirsten Newbold-Knipp, CEO of AskNicely, shares her career journey to becoming a CEO. Starting her career in hospitality, Kirsten's focus on customer experience paved the way for her transition into the tech industry, eventually leading to leadership roles at high-profile companies such as HubSpot. Kirsten shares insights on navigating the transition to tech, demonstrating the value of marketing leaders in executive roles, and the importance of data-informed decision-making. She emphasizes the power of customer feedback in shaping a company's services and the significance of being customer-centric in leadership positions. Kirsten's narrative provides valuable advice on career development, the importance of tackling significant problems, and fostering a culture of accountability and feedback within organizations. The discussion also touches on Kirsten's initiatives at AskNicely and how the company leverages customer feedback to drive improvement and growth.

• (00:53) Kirsten's Journey from Hospitality to Marketing Excellence
• (03:33) The Leap into Tech: A Serendipitous Transition
• (06:51) From Product Management to Marketing Leadership
• (08:33) Startup Adventures and Learning at HubSpot
• (10:12) Insights from a Stint at Gartner
• (13:13) Embracing the CMO Role and Eyeing the CEO Position
• (16:04) Career Advice: Solving Bigger Problems for Growth
• (18:46) Building Effective Teams in Fast-Growing Companies
• (19:12) Enhancing Communication and Collaboration
• (21:04) Exploring AskNicely's Impact and Initiatives
• (25:34) Personal Growth and Leadership as CEO
• (27:20) Engaging Customers in Company Development
• (28:39) Cultivating a Culture of Accountability and Feedback

Stay tuned through the end of the show (33:31) to learn: 

• What type of furry critter was walking around Kirsten’s office during our recording.
• Who Kirsten thinks we should interview next.

Featuring:

Kirsten Newbold-Knipp (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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Trinity Nguyen, the VP of Marketing at UserGems, shares the founding journey of UserGems, starting from its initial idea as a tool for identifying micro-influencers to pivoting towards leveraging job changes for B2B sales and marketing, a space with stronger market potential. Trinity highlights the value of tracking job changes for sales teams, explaining the theory behind targeting individuals familiar with your product from their past roles, and the practical benefits of such warm leads. Discussing her role at UserGems, Trinity emphasizes the importance of customer centricity, illustrating how the company's approach to pricing and customer interaction reflects their commitment to aligning closely with customer needs and interests. Additionally, Trinity recounts her personal journey from risk management to marketing leadership, offering insights into the diversity of marketing functions and the challenges of managing a multifaceted team. Finally, the conversation touches upon personal branding on social media, the benefits of starting your career in larger companies.

• (00:46) The Evolution of UserGems: From Influencer Tool to B2B Powerhouse
• (03:06) Unlocking the Value of Job Changes in Sales and Marketing
• (05:06) Fostering a Customer-Centric Culture at UserGems
• (08:16) The Psychology Behind Pricing and Customer Behavior
• (12:58) From Corporate Audit to Marketing Maven: Trinity's Career Path
• (14:36) The Intricacies of Product Marketing and Its Impact
• (16:34) Challenges and Rewards of Leading a Marketing Team
• (17:55) Building a Personal Brand on Social Media
• (21:36) What Success Looks like at Big vs. Small Companies

Stay tuned through the end of the show (23:17) to learn: 

• Which form of media is Trinity’s favorite. 
• Who Trinity thinks we should interview next.

Featuring:

Trinity Nguyen (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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Paola Johnson, the Director of Community and Customer Advocacy at ThoughtSpot, shares her journey from a sales background to her current role leading community and advocacy. Paola discusses the benefits of social selling, the importance of customer engagement through community programs, her approach to matching motivations and rewards, and her personal experience as a Latina in the tech industry. She provides insights into the significance of community management, the challenges and successes associated with building an online community, and the nuances of customer advocacy. Paola emphasizes the role of authenticity, hard work, and networking in career advancement, along with her philosophy towards overcoming fear and imposter syndrome. The conversation also touches upon the role of employee resource communities in fostering a sense of belonging and promoting cultural awareness within companies.

• (00:51) Paola's Journey into Sales and Marketing
• (02:56) The Impact of ThoughtSpot and Social Selling
• (05:12) Transitioning to Marketing and Embracing Community Management
• (09:21) Building a Thriving Community at ThoughtSpot
• (13:51) The Art of Selling as a Marketer
• (16:54) Overcoming Fear and Imposter Syndrome
• (19:41) Expanding into Customer Advocacy and Identifying Customer Motivations
• (24:05) The Importance of Cultural Identity and Community

Stay tuned through the end of the show (27:11) to learn: 

• Where Paola gets her streaming content.
• Who Paola thinks we should interview next.

Featuring:

Paola Johnson (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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In this episode of the Peerbound Podcast, we hear from Jane Menyo, the Head of Customer Marketing at Gong, to discuss her career journey and insights into customer marketing. Jane shares her initial skepticism towards marketing, her diverse experience across multiple marketing roles, and how she fell into marketing at a startup before leading customer marketing initiatives at On24 and Gong. She highlights the importance of data-driven strategies, customer stories, and cross-functional collaboration in driving customer retention, adoption, upsell, and advocacy. Jane discusses the challenges of measuring the ROI of customer marketing, the evolving role of CMOs, and her leadership approach. The conversation also touches on the power of authentic customer narratives in a controlled marketing strategy, and the strategic importance of customer marketing in company growth and category leadership. 

• (00:54) Jane Menyo's Journey to Marketing at On24
• (04:51) Capturing Authentic Customer Stories
• (06:16) Using Customer Stories to Help Shift the GTM Narrative at On24
• (09:49) Transitioning to Gong and Expanding the Role of Customer Marketing
• (12:12) The Power of Customer Advocacy in Marketing
• (14:16) Identifying and Amplifying Happy Customers
• (16:41) Approaching Customer Marketing with a Sales Mindset
• (18:40) Maximizing Impact and Navigating Marketing Challenges
• (21:29) Tying Customer Marketing Outputs to Revenue Results
• (24:45) The Future of Customer Marketing Leadership
• (27:33) Evolutions in Leadership Style
• (29:12) Cross-Functional Collaboration and Career Advice

Stay tuned through the end of the show (31:13) to learn: 

• What Jane’s track & field event of choice was in college.
• Who Jane thinks we should interview next.

Featuring:

Jane Menyo (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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Sara Steffen, Senior Director of Customer Marketing at Databricks, shares her journey from roles at Cisco and Nutanix to her current position at Databricks, emphasizing the value of storytelling, relationship building, and strategic customer engagement. She reveals her approach to balancing business needs with fostering genuine connections with customers, including being mindful of the frequency and nature of requests made to customers. Sara also touches on the importance of aligning marketing efforts with organizational goals, the evolving preferences for content consumption, and strategies for global and regional marketing. Highlighting her human-centric approach to management and leadership, Sara discusses her personal hobbies, the importance of advocating for oneself and teammates, and provides insights for those aspiring to leadership roles in marketing.

• (00:47) Discovering the Sweet Spot in Customer Marketing
• (2:14) The Art of Being a Gatekeeper in Customer Marketing
• (3:38) Personalizing Customer Appreciation and Engagement
• (4:24) Shifting Focus From Logos to Humans in Customer Stories
• (6:53) Navigating to a Career Path in Tech
• (8:34) Gaining Experience and Expertise in Customer Marketing at Cisco
• (13:42) Sara's Approach to People Leadership 
• (17:10) The Evolution of Marketing: Adapting to Changing Content Consumption
• (20:40) Effective Stakeholder Management and Global Content Strategy
• (23:56) Predictions for the Future of Customer Marketing

Stay tuned through the end of the show (24:48) to learn: 

• The Peloton alternative that Sara gave a shot, but that didn’t live up to the standard of Cody Rigsby.
• Who Sara thinks we should interview next.

Featuring:

Sara Steffen (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter) 

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