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 Helen Chong, Head of Growth at Puzzle, an autonomous accounting platform that has raised over $45 Million in funding.

Here are the most interesting points from our conversation:

• Transition from Consumer to B2B Marketing: Helen discusses the similarities between consumer and B2B marketing, emphasizing the importance of understanding the target audience regardless of the sector.
• Founders' Needs and Market Validation: She shares her approach to understanding early-stage startup founders' needs through direct engagement, highlighting the value of creating relevant content based on these insights.
• Testing and Manual Processes in Marketing: Helen advocates for a hands-on approach in marketing, stressing the importance of manual processes over automation for learning and identifying issues.
• Partnerships as a Growth Lever: She reveals that forming partnerships has been a successful strategy for Puzzle, enabling them to leverage credibility and expand their reach effectively.
• Challenges with Influencer Marketing and Paid Ads: Helen shares insights into what hasn't worked for Puzzle, including influencer marketing and paid advertisements, and the importance of strategic event planning.
• Building a Unique Brand in Accounting Software: She discusses the challenges and strategies in making Puzzle stand out as an engaging and trustworthy brand in the accounting software category.