Scaling the $9.5B Rocketship with Kady Srinivasan, SVP Global Head of Marketing at Klaviyo
This episode features an interview with Kady Srinivasan. Kady is the SVP and Global Head of Marketing at Klaviyo, a $9.5B marketing automation platform that gets valuable data out of ecommerce platforms. Kady is a former engineer with 20+ years of experience leading marketing teams at Fortune 500 and high-growth tech companies like Ubisoft and Electronic Arts. Prior to Klaviyo, she was part of the team that led the successful IPO at Dropbox. On this episode, Kady shares how her engineering background helped launch her career in marketing, the marketing do’s and don’ts of scaling a hyper-growth company, and the intricacies behind generating a successful funnel.
Pipeline Visionaries · Ian Faison, Kady Srinivasan
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Show Notes
“Be confident. There are so many people who are going to make you want to second guess your intuition about things that you have to do, but just stay strong and focus on what you think is right.” — Kady Srinivasan
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Episode Timestamps:
*(0:30) - How Kady got into demand gen
*(3:05) - What a Global Head of Marketing does
*(6:00) - The Trust Tree
*(7:00) - Klaviyo’s marketing strategy
*(8:38) - The organization of the Klaviyo marketing team
*(9:20) - Who goes into the e-commerce buying committee
*(10:27) - How Kady thinks about market segmentation
*(12:22) - The Playbook - 3 Uncuttable Budget items
*(14:12) - Kady’s main marketing philosophy after 20 years in the space
*(17:00) - Hotjar analysis tool
*(24:09) - How to help your customers achieve their goals
*(25:20) - What Kady’s team won’t be spending money on this year
*(27:08) - How Kady views Klaviyo’s website
*(28:30) - The Dust Up
*(32:32) - Marketing at EA and Ubisoft
*(34:50) - Quick Hits
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