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Matt Krebsbach.
Senior Vice President of Thought Leadership & Brand Awareness · Acquia
Matt Krebsbach is the Senior Vice President of Thought Leadership and Brand Awareness at Acquia, bringing over 25 years of experience in marketing leadership. His career encompasses a proven track record in aligning teams to drive visibility, customer acquisition, and revenue growth. Matt's diverse experience includes leading global corporate communications programs and corporate development initiatives, working with both major corporations and emerging brands. He is recognized as a data-driven storyteller, blending critical thinking and empathy to help diverse audiences understand the impact of technology on commercial and social spheres.
Guest
Matt Krebsbach
Senior Vice President of Thought Leadership & Brand Awareness
Company:
Acquia
Location:
Raleigh-Durham-Chapel Hill Area
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In this episode of The Marketing Front Lines, we speak with Matt Krebsbach, Senior Vice President of Thought Leadership & Brand Awareness at Acquia. Drawing from his rich background spanning politics, agency work, and in-house leadership roles at tech giants like Bazaar Voice and Sitecore, Matt shares his philosophy on strategic communications versus traditional PR. He offers a masterclass in crisis management, competitive positioning, and developing authentic thought leadership that actually moves markets.

Topics Discussed:

Seven takeaways from this conversation.

Actionable for Sales & Marketing Tech Builders founders

  1. Apply Political Campaign Tactics to Technology Marketing
    The parallels between political campaigns and enterprise tech are striking—both involve value-driven decision-making processes where purchasers are making choices that significantly impact their careers. Use political campaign principles to understand stakeholders' values, attach to those values, and build narratives that make buyers comfortable with perceived risk.
  2. Create a "Periodic Table" of Communication Strategies
    Rather than viewing communication as one-dimensional, develop a taxonomy of communication "plays" that interact with and offset your competitors' strategies. The objective isn't parity but creating an "unassailable competitive advantage" through strategic communication positioning.
  3. Rethink Crisis Communications as Future Planning
    When Bazaar Voice faced DOJ litigation, Matt's team focused on long-term stability rather than just managing the immediate crisis. They built narrative frameworks for multiple outcomes and developed business extensions that could sustain the company regardless of the legal verdict—an approach that ultimately protected the company.
  4. Distinguish Strategic Communications from PR
    While PR often focuses on press releases and securing coverage, strategic communications involves tailoring narratives to facilitate an ongoing dialogue that iteratively moves a company toward specific objectives. It recognizes that different stakeholders have different expectations and aspirations, requiring personalized approaches within a coherent larger narrative.
  5. Develop True Thought Leadership Using Three Criteria
    Authentic thought leadership must be: 1) Simple and actionable, 2) Additive to the conversation by changing the narrative, and 3) Relatable enough that people can apply it to their business realities. Most "thought leadership" fails by merely attaching to trends without actually changing conversations.
  6. Balance Direct and Media-Driven Communications
    While owned channels provide control, third-party journalism brings credibility. The most effective approach combines social media engagement and event-based conversations with strategic media relationships. Focus on reaching journalists who tell deeper stories even if you're just one part of a larger narrative.
  7. Use Negative Feedback as a Strategic Lever
    The biggest competitive opportunities often come from addressing weaknesses rather than celebrating strengths. When receiving criticism—whether from media, analysts, or customers—view it as a feedback loop to identify the "extra 2%" that separates leaders from followers.

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