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Conversation
Highlights
Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today’s episode, we’re speaking with Nicole Fuselier, VP of Marketing at Bonusly, an employee recognition and engagement platform that’s raised over $15 Million in funding.
Here are the most interesting points from our conversation:
- Revenue Marketing Focus: Nicole emphasizes the importance of marketing leaders being revenue-driven, aligning closely with sales and taking ownership of pipeline and revenue targets.
- Sales and Marketing Integration: Nicole’s approach involves integrating inside sales with marketing, ensuring both teams share the same goals and metrics for success.
- Customer-Driven Evolution: Bonusly is shifting from being solely a recognition platform to focusing on manager enablement, driven by feedback and usage insights from customers.
- Community Engagement: Leveraging community marketing through webinars and certification programs with HR leaders helps Bonusly stay connected with its audience and gather valuable feedback.
- Modern Marketing Challenges: Traditional marketing tactics like email spam are less effective today. Nicole advocates for personalized, community-focused approaches to reach target audiences.
- Category Creation Strategy: Bonusly is strategically evolving into the manager enablement category, developing features and gathering customer insights to support this transition.
Actionable
Takeaways
Align Sales and Marketing Goals:
Ensure marketing and sales teams share the same revenue and pipeline targets to foster collaboration and achieve business goals.
Embrace Community Marketing:
Engage with your target audience through community-focused initiatives like webinars and certification programs to build relationships and gather insights.
Adapt to Modern Marketing:
Move away from traditional marketing tactics like email spam and focus on personalized, targeted approaches to reach your audience effectively.
Customer-Driven Product Development:
Involve customers in product development through beta programs and focus groups to ensure your solutions meet their needs and drive adoption.
Define Clear Marketing Strategies:
Collaborate with leadership to agree on the percentage of marketing efforts focused on demand generation versus brand awareness to create a balanced strategy.
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