How Looker Gained Early Traction With a Test Driven Mindset, Budget Optimization and Data Driven Marketing
SaaS Breakthrough
English - February 26, 2019 19:42 - 36 minutes - 33.9 MB - ★★★★★ - 46 ratingsBusiness Technology saas start up marketing growth hacking saas marketing content marketing viral marketing software software marketing advertising Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Meet Lissa Daniels, VP of demand generation, marketing operations, and analytics at Looker. Looker is a unified Platform for Data that delivers actionable business insights to every employee at the point of decision. Prior to Looker, Lissa spent her entire marketing career manically driving leads to the sales team. Over the years, she has worked at companies of all sizes and stages of growth, including, BEA Systems, VMWare, and Medallia.
In this episode, you'll hear about the initial steps you need to do when joining an early stage company as the first marketer and how to handle having multiple customer personas - how to manage each one of them and how to look at them from a marketing perspective. You'll also learn the one phrase every marketer must make their mantra, key testing methodologies, how to make budget-driven decisions like Lissa does and finally, what needs to shift for marketers in 2019. Enjoy!
Show Notes
02:37 A Platform For Data: A Single Source of Truth for All
04:57 First Full Time Marketing Person
05:33 Putting On Blinders: Finding New Customers and New Business
06:41 Competition and Differentiation
07:49 Finding The Right Customer Personas
11:28 Channels and Optimization
14:39 Using Guesstimations When Starting Out
18:05 The Testing Process
20:26 Testing Metric Guidelines
21:14 Tracking By Channel
21:47 Prioritization In Testing
22:46 Valuable Metrics For Marketers
24:12 Lessons Learned From Roadblocks
27:20 For 2019: Growing Traction and Key Partnerships
30:14 Lightning Questions