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Why Message Matters More Than Channels with Heidi Bullock of Tealium
Marketing isn't about finding the right channels. Most companies already have that figured out. It's digital, email, events, the usual suspects. The real question is whether you have the right message to put in those channels. Heidi Bullock, CMO at Tealium, has spent years proving that great stories are the foundation everything else builds on.
In this episode, Heidi walks through her approach to narrative development, from mining customer insights to making bold portfolio bets that can accelerate growth. She breaks down:
- Why she thinks of marketing like managing an investment portfolio
- How AI is freeing her team from budget spreadsheets to focus on creativity
- Why the 'Heidi test' (would I actually stop and look at this?) is her most reliable filter for creating scroll-stopping content
The Human Behind the Magic:
Heidi Bullock is an experienced marketing executive who has built a 20+ year career working at both global enterprise technology companies and start-ups. She is currently the CMO of Tealium, the trusted leader in real-time customer data orchestration. Prior to Tealium, she held leadership roles at Engagio (CMO) and Marketo (GVP, Global Marketing). Heidi was named a The SaaS Report’s Top Women Leaders in SaaS and is a frequent speaker and guest lecturer for B2B marketing. Heidi has contributed to key thought leadership guides including the Clear and Complete Guide to ABM Analytics and the Definitive Guide to Account Based Marketing, Lead Generation, Content, Mobile Marketing, and Engaging Email.
The Money Quote:
"It's very rarely that you're using the wrong channel. You're gonna find your optimized mix — it's always gonna be some digital channels, email, events. But do you have the right message that you're putting in those channels? That's the key question to ask." — Heidi
Can’t Miss Moments:
01:17 - Heidi's Journey and Role at Tealium
02:46 - The Importance of a Data-Driven Strategy
03:15 - Crafting a Compelling Brand Narrative
08:03 - Building Trust Through Customer Stories
13:18 - Embracing AI in Marketing
16:52 - Engagement and Audience Understanding
19:58 - Nurturing Creativity
Worth Your Click:
- Alison’s LinkedIn: linkedin.com/in/alisonlangeengel
- Heidi’s LinkedIn: linkedin.com/in/hbullock/
Learn more about Ceros: ceros.com
Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
View all episodes
By CerosMarketing isn't about finding the right channels. Most companies already have that figured out. It's digital, email, events, the usual suspects. The real question is whether you have the right message to put in those channels. Heidi Bullock, CMO at Tealium, has spent years proving that great stories are the foundation everything else builds on.
In this episode, Heidi walks through her approach to narrative development, from mining customer insights to making bold portfolio bets that can accelerate growth. She breaks down:
- Why she thinks of marketing like managing an investment portfolio
- How AI is freeing her team from budget spreadsheets to focus on creativity
- Why the 'Heidi test' (would I actually stop and look at this?) is her most reliable filter for creating scroll-stopping content
The Human Behind the Magic:
Heidi Bullock is an experienced marketing executive who has built a 20+ year career working at both global enterprise technology companies and start-ups. She is currently the CMO of Tealium, the trusted leader in real-time customer data orchestration. Prior to Tealium, she held leadership roles at Engagio (CMO) and Marketo (GVP, Global Marketing). Heidi was named a The SaaS Report’s Top Women Leaders in SaaS and is a frequent speaker and guest lecturer for B2B marketing. Heidi has contributed to key thought leadership guides including the Clear and Complete Guide to ABM Analytics and the Definitive Guide to Account Based Marketing, Lead Generation, Content, Mobile Marketing, and Engaging Email.
The Money Quote:
"It's very rarely that you're using the wrong channel. You're gonna find your optimized mix — it's always gonna be some digital channels, email, events. But do you have the right message that you're putting in those channels? That's the key question to ask." — Heidi
Can’t Miss Moments:
01:17 - Heidi's Journey and Role at Tealium
02:46 - The Importance of a Data-Driven Strategy
03:15 - Crafting a Compelling Brand Narrative
08:03 - Building Trust Through Customer Stories
13:18 - Embracing AI in Marketing
16:52 - Engagement and Audience Understanding
19:58 - Nurturing Creativity
Worth Your Click:
- Alison’s LinkedIn: linkedin.com/in/alisonlangeengel
- Heidi’s LinkedIn: linkedin.com/in/hbullock/
Learn more about Ceros: ceros.com
Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.