Everything Starts & Ends with Great People with Nikhil Behl, CMO of FICO
Pipeline Visionaries
English - November 30, 2021 10:00 - 37 minutes - 33.9 MBMarketing Business advertising revenue b2b b2b marketing chief marketing officer cmo demand gen demand generation growth marketing Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed
This episode features an interview with Nikhil Behl, CMO of FICO, a leading analytics software company helping businesses in over 85 countries. Nikhil has over 25 years of technology, software and e-commerce experience. Prior to FICO, he was COO of Mercantila and spent 12 years in a number of executive-level positions at Hewlett-Packard. Nikhil is best known for being a part of the founding team that built H-P-Shopping.com and turned it into one of the top-five I-R 500 retailers in just seven years.
On this episode, Nikhil uncovers the main ingredient for crafting the perfect customer testimonial, why the people you work with are the main driver for creativity, and his strategic tips for creating curated events that perform.
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“You have to be able to tell these stories just in time with the right medium and not taking up too much of that, person’s either time or ability to digest something. And so taking a story and starting to break it up into either multiple components or segments, putting it into multiple mediums, whether it’s a video or audio or through social or long form and helping these things actually build on each other is really important.” — Nikhil Behl
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Episode Timestamps:
*(2:15) - Nikhil’s first role in marketing
*(3:31) - Nikhil’s current role as CMO at FICO
*(4:10) - Segment: The Trust Tree
*(5:52) - What the buying committee looks like for FICO
*(9:19) - Nikhil’s marketing strategy
*(10:37) - The way Nikhil organizes his marketing team
*(12:26) - Segment: The Playbook
*(17:38) - How Nikhil craft’s his customer testimonials
*(21:38) - How Nikhil thinks about FICO’s website
*(26:48) - Tips on creating curated events
*(29:07) - What it’s like being a serial entrepreneur and CMO
*(31:50) - Segment: The Dust Up
*(34:00) - Segment: Quick Hits
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Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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