Marketing for 100% of the Fortune 100 with 5-time CMO Brian Kardon, CMO of InVision
This episode features an interview with Brian Kardon, CMO of InVision. InVision is the leading digital product design platform powering the world’s best user experiences, whose customers include 100 percent of the Fortune 100. Brian is a multi-time CMO and experienced marketing executive at companies like Fuze, Eloqua, Forrester Research, and Reed Business Information, the largest B2B publisher in the world.
Pipeline Visionaries · Ian Faison, Brian Kardon
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Show Notes
“The part of the playbook is to go slow to go fast. So I see a lot of people going really fast, but if you don't have the foundation of analytics, you're really flying blind. And so as marketers jump into a new job and they want to really show value right away. But if you don't have a good foundation of understanding, what's working, what isn't, you don't have a really good marketing automation platform that's configured the right way and the right MarTech stack and the right data stack, it's going to slow you down later. It's like engineers who have technical debt. Like you can never develop a new product if the foundation is cracked, you just can't build up. And so for marketing organizations, you've got to go slow to go fast.”
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*(2:24) How Brian got into marketing
*(2:53) Everything you need to know about InVision
*(5:26) Brian’s main marketing/demand-gen strategy
*(7:30) How Brian thinks about InVision’s website
*(8:31) Bots are better than humans at demand gen
*(13:10) Study SDRs and direct mail like an anthropologist
*(17:37) The theme of Brian’s marketing playbook is to go slow to go fast
*(36:50) Brian’s favorite campaign of all time
*(39:45) How Brian thinks about marketing a new product
*(44:50) Brian remicises on a memorable dust up and advice on avoiding them
*(46:20) Quick hits
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Sponsor
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Links
The Qualified Sales Leader: Proven Lessons from a Five Time CRO by John McMahon
Connect with Brian on LinkedIn
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