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Wade Poezyn is a Senior Digital and Demand Generation Marketing Manager at Transact Campus, a technology company simplifying campus payments and commerce for higher education institutions. With over nine years of experience, Wade has become an expert in fintech, digital transformation, AI, and B2B, B2C, and B2B2C marketing. He is passionate about helping the younger generation advance in their careers, which he explores through his podcast, Underdog Rising. Known for his innovative approach, Wade blends his marketing expertise with insights from his diverse industry background, including transportation services and SaaS software.
In this episode…In this episode of the Tailwind Marketing Podcast, host Carlos Corredor talks with Wade Poezyn, a demand generation expert at Transact Campus. Wade dives into why demand gen shouldn’t be siloed, the power of data in driving strategy, and how to align marketing efforts to get real results. Whether it’s crafting the right message, using paid ads smartly, or understanding the customer journey, Wade shares useful tips for IT marketers looking to improve their game. Don't miss out on practical advice for making your marketing efforts truly count.
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Chiala Marvici is a fractional director with extensive experience spanning multiple industries. With over two decades in this profession, Chiala has made significant contributions to leading companies through digital transformations, particularly in the beauty, real estate, and IT services sectors. Beginning her career in the beauty industry, she has continuously adapted to changes, playing a key role in helping businesses transition to digital platforms during the pandemic. Her expertise in establishing a solid digital foundation makes her insights invaluable for understanding how businesses can successfully navigate their marketing journeys.
In this episode…In this episode of the Tailwind Marketing Podcast, Carlos Corredor sits with Chiala Marvici, a fractional director with experience in beauty, real estate, and IT services. Chiala shares how she helped businesses adapt during the pandemic and build digital foundations that truly connect with audiences. They dig into using web analytics to make the most of your marketing budget, explaining why a pretty website needs to convert, and explaining how the first step in branding is understanding who your customer is.
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Bijan Abrahim is a Senior Sales and Marketing Officer at theITSupportCenter, which provides 24/7, immediate, expert IT help desk support for end users of Fortune 500 organizations. An enterprise sales professional with over a decade of industry experience, Bijan specializes in optimizing sales processes, driving marketing initiatives, and enhancing team performance through cross-team collaboration. With a proven track record in implementing innovative strategies that boost revenue and meet modern sales challenges, he embraces AI solutions in IT support to boost efficiency and the customer experience.
In this episode…In this episode of the Tailwind Marketing Podcast, Carlos Corredor chats with Bijan Abrahim, a Senior Sales and Marketing Officer at theITSupportCenter. They dive into how traditional sales tactics like cold calling still hold strong in the tech world despite modern alternatives. Bijan shares his journey, including the challenges of targeting busy IT leaders, the evolving landscape of sales strategies, and the role of AI in customer support.
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Inga Finneke is the Marketing Director at Codal, which specializes in cutting-edge, data-driven strategies and solutions for enterprise brands and technology providers. With over a decade of experience in event management, branding, product marketing, and PR, Inga has a track record of designing strategic marketing programs and spearheading initiatives that boost demand and forge sustained partnerships in the tech industry. Her dynamic leadership has fueled data-driven strategies and innovative solutions to accelerate growth at Codal. A proponent of “controlled chaos,” she thrives in the fast-paced consulting environment, leading a marketing team across three continents.
In this episode…In the latest episode of the Tailwind Marketing Podcast, we sit down with Inga Finneke, Marketing Director at Codal, to talk about thriving in the fast-paced world of marketing agencies. Inga shares how she balances the "controlled chaos" of agency life, fostering creativity while driving growth. She dives into the importance of collaboration between marketing, sales, and partnerships to ensure lead generation and revenue goals are met. Inga also explains why in-person teamwork is still critical for success in today’s hybrid work environment.
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Ben Ryan is the Marketing Manager at Transact Campus, which simplifies campus payments and commerce for higher education institutions, offering products ranging from mobile ordering to NFC wallets. Focused on marketing directly to students, faculty, and parents, Ben brings a fresh perspective to B2B and B2B marketing with a solid grasp of both worlds. With his experience, he adeptly wears multiple hats, constantly adapting to generational marketing needs and global market differences. His goal is to ensure the end user is satisfied, leading to customer retention and recognition for the company.
In this episode…In this episode of the Tailwind Marketing Podcast, host Carlos Corredor chats with Ben Ryan, Marketing Manager at Transact Campus. Ben shares his approach to managing the unique demands of B2B and B2C marketing in the higher education space, where understanding both institutional clients and student end-users is key.
Discover how Ben handles generational shifts, creates engaging content for Gen Z, and balances brand and product marketing. Listen in for real-world insights on bridging the B2B2C gap and making your marketing resonate across different audiences.
Subscribe for more episodes with IT marketing leaders sharing their expertise and experiences.
Learn more at condoragency.com.
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Clay Tuten is the CMO at KeyMark, a leading business process automation software provider for major enterprises. With 27 years in the creative and marketing field, Clay has a diverse background, encompassing sports, apparel, construction, events, and technology through both digital and traditional marketing avenues. Recognized for his entrepreneurial mindset, he has owned businesses, worked in agencies, and led corporate teams. He believes in investing in and harnessing the collective strength of his teams to create positive and fulfilling work environments.
In this episode…In this episode of the Tailwind Marketing Podcast, Carlos Corredor talks with Clay Tuten, CMO at Keymark, about lessons learned from entrepreneurship and how it shapes his marketing leadership philosophy. Clay shares how running his own business taught him the importance of specialization, hiring well, and the dangers of over-diversification. He emphasizes the need for marketers to "fail fast and fail forward," stressing that failure, when done quickly and purposefully, can lead to long-term success. He also dives into how businesses can effectively balance creative risks with data-driven decisions, and the role AI should play—complementing, not replacing, human expertise.
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Eric Herzog is the Chief Marketing Officer at Infinidat, an enterprise data storage solutions provider. With a 40-year career in IT marketing focused on enterprise storage, Eric has held several executive roles spanning from product management to marketing. He has a track record of exceeding P&L targets and has worked at Fortune 500 companies like IBM, EMC, and Seagate. He is recognized as a titan in IT marketing, distinguished by his broad experience, which includes being a CRO and Vice President of multiple departments. Dedicated to mentorship and team-building, Eric's approach to marketing is holistic, integrating various functions to drive sales and deliver value.
In this episode…In this episode of the Tailwind Marketing Podcast, our host, Carlos Corredor, talks with Eric Herzog, CMO of Infinidat, about his 40-year journey in IT marketing. Eric shares insights from leading startups and Fortune 500 companies, emphasizing the importance of an integrated marketing approach, the evolution of IT marketing, and the balance between technical and business value in messaging. They also dive into the role of AI in marketing and why business is the ultimate team sport. Perfect for IT marketers looking to align strategy with execution and drive real business results.
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Alex Love is the VP of Marketing Communications at RIVA Solutions, an IT government contractor on the Inc. 5000 list. With over 15 years of experience in marketing and communications, she specializes in public-sector marketing, branding, and employee engagement. Alex is known for her ability to construct lean, impactful MarCom teams using her in-depth knowledge of the B2G environment. She is also a powerlifter and the co-host of the Mastering the Art of Failing podcast, where she dismantles the stigma of failure, empowering listeners to turn challenges into opportunities.
In this episode…In this episode of the Tailwind Marketing Podcast, our host, Carlos Corredor, talks with Alex Love, VP of Marketing Communications at RIVA Solutions. Alex shares her extensive experience in B2G marketing, highlighting the key differences from B2B, the challenges of long sales cycles, and the importance of building strong relationships. She also dives into effective LinkedIn strategies and team-building tips. Alex offers insights into using AI in marketing and discusses her approach to creating a cohesive and effective marketing team. Tune in for a deep dive into the unique aspects of B2G marketing and learn how to navigate this complex field.
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Josh Shulman is the Head of B2B Marketing at Innovecs, a global technology company recognized on the Inc. 5000 list for five consecutive years. With a master’s degree in marketing and over six years of B2B growth experience, Josh has honed his expertise in account-based marketing (ABM), content, and distribution strategies. His diverse background spans B2B AdTech, SaaS, video tech, and IT services. At Innovecs, he develops scalable, revenue-based marketing strategies to drive predictable growth.
In this episode….On this episode of the Tailwind Marketing Podcast, we chatted with Josh Shulman, Head of B2B Marketing at Innovecs. Josh discusses his experiences updating traditional marketing methods with modern strategies like Account-Based Marketing (ABM). He also explores how he has adapted to new marketing challenges, the role of content in driving growth, and the importance of understanding the target audience. Tune in to gain insights into making the most of your marketing efforts in a rapidly changing industry.
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Joya Scarlata is the Director of Digital Marketing for InterraIT, a B2B IT service firm with over 25 years in the industry. With over a decade of contributing to the company’s brand, her expertise encompasses marketing in the tech domain. During the pandemic, Joya delved into the world of AI chatbots and their functioning, which led her to a broader exploration of AI’s transformative potential in marketing. A resourceful thought leader, she's actively involved in the AI community as a writer, speaker, and co-host of The Marketer’s Guide to the AI Galaxy podcast. Recognized as one of the Top 101 Women in AI Marketing, Joya is a vocal advocate of AI-driven marketing strategies.
In this episode…Are you overwhelmed by the rapid integration of AI in business strategies? How does it affect leadership decisions, and how can we prepare for an AI-led future in the complex world of IT marketing? Learn how a seasoned marketing leader unpacks tech jargon and transforms curiosity into action.
Tech marketing expert Joya Scarlata provides an insider’s perspective on the transformative power of AI, demystifying it and its applications in marketing. She shares invaluable insights into how marketing professionals can leverage this technology to enhance strategies, measure success, and reinforce their company's position. Narrating her journey into the world of AI, she highlights the importance of starting small and balancing human creativity with AI efficiency for optimal outcomes. With a passion for making AI concepts more accessible, Joya offers tips on training marketers to use AI tools effectively and responsibly, emphasizing the need for a sound AI strategy and ethical practices for sustained growth and recognition.
In this episode of the Tailwind Marketing Podcast, we chat with Joya Scarlata, Director of Digital Marketing at InterraIT. Joya discusses how her fascination with AI during the pandemic led to a deep dive into its practical applications in marketing. She talks about making AI accessible, balancing AI tools with human creativity, and ethical considerations in AI use. Listen in to discover her tips for using AI to enhance marketing strategies, the importance of understanding AI fundamentals, and how AI can transform decision-making and business success in the tech industry.
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Madison Rothschild is the Marketing Manager at GSI, an IT services provider specializing in ERPs and cloud solutions. With a background in broadcasting and telecom, as well as a master's in marketing and professionalism, her journey took her from the theme park industry to the complex world of tech. Excelling in brand management and public relations, Madison leads NetSuite marketing at GSI, translating her creative marketing talents to address industry-specific challenges. Known for seeking out the "why" behind products, she focuses on understanding customer pain points and utilizes her insights to drive effective, targeted campaigns.
In this episode…Have you ever faced the daunting task of marketing a product so complex you didn't know where to start? Promoting tech solutions requires a different playbook than consumer products. How can marketers in the IT space adapt proven strategies to resonate with a corporate audience and foster meaningful connections?
Madison Rothschild, a marketing dynamo at GSI, unpacks the essentials of overcoming these hurdles and achieving success. Narrating her transition from the simplicity of theme park marketing to the intricate world of IT services marketing, Madison reveals her approach to learning complex products, chunking strategies, and leveraging consultants' knowledge to deepen understanding. With a commitment to trying new things and empowering team creativity, she tackles generational differences in marketing head-on, utilizing platforms like LinkedIn and YouTube to distribute content that educates and converts. By adapting to a continuously evolving market, fostering connections with the sales team, and addressing genuine customer pain points, IT companies can enhance marketing effectiveness.
Join us on this episode of the Tailwind Marketing Podcast as we talk with Madison Rothschild, Marketing Manager at GSI. Madison shares her unique journey from the creative world of theme parks to the structured tech industry. Discover how she navigates the challenges of IT marketing, understands customer pain points, and stays innovative. Madison offers valuable tips on segmenting complex products and leveraging creative strategies in a tech-driven market. Tune in for insights on balancing creativity with technical marketing demands.
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Erin Sucher-O'Grady is a Senior Strategist and leadership team member at Integrity XD, a St. Louis-based UX agency serving Fortune 500 companies and local businesses. With a robust history of leading marketing teams of all sizes, Erin brings a wealth of experience, contributing to the broader conversation through consulting, writing, and podcasting. She is also noted for her valuable insights into artificial intelligence, having helped launch innovative AI products for healthcare nonprofits. A passionate educator and learner, Erin is currently completing her master's degree in organizational psychology at Harvard University.
In this episode…With technological breakthroughs like AI becoming an asset in IT marketing and remote work, how can leaders foster a culture that nurtures team growth amidst the allure of online communication? Does simplifying the complex translate into more effective collaboration and productivity?
Erin Sucher-O'Grady explores adapting leadership and leveraging AI in marketing, diving deep into the fusion of organizational psychology and IT marketing. Erin discusses the benefits and challenges of remote and hybrid work, emphasizing the crucial role of authentic engagement and personal interactions among teams. She shares how Integrity XD’s adaptive approach to web development boasts a responsive structure made possible through a method known as holacracy. By maintaining a clear mission and vision while acknowledging individual contributions, organizations can attain effective leadership. Her insights also delve into how AI can streamline processes and revolutionize user experience in web development.
Join us on this episode of the Tailwind Marketing Podcast as we chat with Erin Sucher-O’Grady, a Senior Strategist at Integrity XD and a Harvard master’s student in organizational psychology. We discuss the impact of AI on web development, including a recent AI chatbot launch in healthcare. Erin also shares insights on maintaining team cohesion in remote and hybrid work environments post-COVID. Learn practical tips for leveraging AI, fostering organizational culture, and driving business success in the 21st century. Tune in for a deep dive into the intersection of technology and human behavior.
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Hailey Pomara is the Marketing Manager at ARK Technology Consultants and the Social Media Manager for the Mineola School District, where she innovates the educational space through strategic social media management. With a focus on portraying the uniqueness and forward-thinking nature of the Mineola School District, Hailey showcases the district's innovative teaching methods and impressive athletic achievements online. She believes in the power of trial and error, emphasizing the importance of quality over quantity in content creation.
In this episode…How can educational organizations set themselves apart in the digital realm? With social media being the focal point for engagement, it's crucial to have a strategy that reaches and captivates the audience. Could innovative methods in education and athletics be the key to unlocking high engagement rates?
Social media strategist Hailey Pomara reveals how the Mineola School District crafts a social media presence that encapsulates the district's groundbreaking educational approaches and athletic accomplishments. Hailey shares how she balances creating high-quality content with maintaining a consistent posting schedule, ensuring that the content resonates with audiences and accurately represents the school's innovative mission. Her approach clarifies the fine line between quantity and quality, the trial-and-error nature of social media success, and the significance of showcasing school experiences that parents don't usually see.
Join us on the Tailwind Marketing Podcast as we chat with Hailey Pomara, Marketing Manager at ARK Technology Consultants and Social Media Manager for the Mineola School District. Hailey shares her journey of building a successful social media presence, strategies for engaging diverse audiences, and the importance of balancing quality and quantity in content creation. Discover how innovation and hands-on approaches can transform marketing in any industry.
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Ben Brown is the Vice President of Marketing at AKASA, a cutting-edge AI and automation provider for hospitals' revenue cycle management. With a history of shaping multiple AI-centric companies, Ben's expertise spans media, tourism, restaurants, and, most recently, healthcare with a focus on analytics. At AKASA, he leverages generative AI solutions to simplify complex reimbursement procedures for healthcare providers, enhancing efficiency and accuracy. A celebrated advocate for AI adoption, Ben is dedicated to both its evolution and practical applications to improve business functions and customer experiences across various industries.
In this episode…Is there a bridge that comfortably spans the crossroads between complex AI technology and the practical needs of businesses and consumers? How can an organization measure the success brought by its adoption of AI, and can AI truly complement human endeavors without replacing them?
Having led multiple AI and B2B SaaS brands to dominate market share and achieve record pipeline growth, Ben Brown highlights the value of demonstrating clear and continuous ROI to both customers and consumers. Ben demystifies the concepts surrounding AI, specifically how it facilitates tasks in healthcare revenue cycle management, enhancing efficiency and accuracy without completely revamping existing processes. Delving into the complexities of marketing attribution in a B2B context, he underscores the importance of moving beyond technical jargon to communicating direct benefits. Ben’s insights offer clarity on how AI can serve as a bridge between technology's promise and practical outcomes, affirming its significance beyond hype.
Join us for this insightful conversation of the Tailwind Marketing Podcast with Ben Brown, VP of Marketing at AKASA. Ben discusses the revolutionary impact of AI on hospital revenue cycles, transforming hours of paperwork into seconds. With a rich background in AI and analytics, Ben shares how AI empowers staff, improves accuracy, and enhances patient experiences. He tackles the common misconceptions about AI, highlighting its role as an assistant rather than a job threat, speaks about attribution as integral for any marketing team, and provides valuable tips on measuring AI performance and integrating AI seamlessly into marketing strategies.
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Kate McQuade is the Vice President of Marketing at P360, a pharma software company specializing in business technology development and implementation for pharmaceutical and life sciences companies worldwide. With over two decades of marketing expertise, notably in the technology and life sciences sectors, Kate leverages technology and innovation to drive success in a compliance-driven environment. At P360, she works with a suite of engagement tools designed to facilitate compliant and effective communication for healthcare and pharmaceutical organizations. Her approach to leadership in marketing is underscored by a commitment to openness, continuous learning, and fostering a culture of collaboration.
In this episode…In the world of life sciences marketing, transparency isn't just nice to have; it's mandated as every word has a ripple effect. How do marketers bridge the communication gap while remaining compliant? Can creativity flourish under the heavy hand of regulation?
Marketing executive Kate McQuade dives into the complexities of life sciences marketing, a field punctuated by strict regulations and a need for precision in communication. With her wealth of marketing experience in the technical aspects of life sciences, Kate provides illuminating insights on how she and her team navigate these challenges. Through a thoughtful blend of storytelling and tech solutions, she demonstrates that even in a highly regulated industry, innovation isn't only possible; it's thriving. Proving insights on striking a balance between being cautious and creative, Kate highlights the value of global collaboration and the richness it adds to a marketing team's repertoire.
In this episode of the Tailwind Marketing Podcast, we chat with Kate McQuade, a marketing veteran with over 20 years of experience, particularly in the life sciences sector. Kate shares her expertise in navigating the strict regulatory landscape of pharmaceuticals, biotech, and medical devices, emphasizing the importance of transparency, patient safety, and global compliance. Kate also introduces us to P360’s innovative engagement suite, Zing, which helps life sciences companies communicate effectively while staying compliant. Listen in to discover how she balances regulatory demands with the need for marketing agility and gain insights into her leadership strategies and the role of technology in transforming the marketing landscape.
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Joey Sciarra is the Director of Performance Marketing at Tensure, an IT consulting firm and Google Cloud Premier Partner specializing in next-gen cloud infrastructure, data engineering, and application. With a multifaceted background ranging from leading a business development firm to extensive experience in sales and marketing, Joey offers a unique perspective on generating qualified pipelines, utilizing technology, and embracing revenue operations functions. His strategic thinking has evolved Tensure as one of Cincinnati's growth-oriented IT consultants, underlining how revenue operations and technology can merge to enhance marketing sales operations.
In this episode…In the contemporary IT marketing landscape, achieving synchronization between sales and marketing is a persistent challenge. Can integrating revenue operations mark the dawn of a united front, transforming business potential?
Revenue Operations (RevOps) expert Joey Sciarra highlights the breakthroughs of harnessing revenue operations to forge a dynamic alliance between marketing and sales. Joey discusses resolving inherent business silos, leveraging technology for scalable outreach, and instituting a robust business development program that transcends the traditional potholes. Through the lens of strategic technology audits, intense focus on goal alignment, conscientious AI deployment, and cultivating high-value leads, he underscores the paradigm shift toward a revenue-centric model.
Join us in this insightful episode of the Tailwind Marketing Podcast as we sit down with Joey Sciarra, Director of Performance Marketing at Tensure. Joey delves into the transformative power of Revenue Operations (RevOps) and its critical role in aligning marketing and sales teams. He shares his passion for leveraging technology to streamline operations and drive growth, emphasizing the importance of an integrated tech stack and the smart use of AI in generating top-funnel leads. Joey’s unique perspective, shaped by his experience leading an outsourced business development firm, offers valuable strategies for seamless collaboration between marketing and sales. Tune in to learn how to overcome common challenges, make data-driven decisions, and create an AI-activated enterprise.
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Dave DelVecchio is the Vice President of Marketing and Communications at Sourcepass, a full-service IT service provider focused on innovating the industry. A seasoned professional with over 30 years in IT services, Dave designs and leads marketing efforts at Sourcespass, leveraging his background in marketing, business management, and technology. Previously, he was the President of Suite3, an MSP from Western Massachusetts, where he played a pivotal role in integrating Suite3 into Sourcepass, boosting its growth trajectory. With a passion for innovation and scalability, Dave brings a unique perspective to the rapidly evolving landscape of IT services marketing.
In this episode…Transitioning from a small-scale business to a mid-market enterprise can impact your marketing approach. What are the challenges of aligning sales, marketing, and business development to foster growth? Learn how a mid-market IT firm is navigating the complexities of the saturated IT services market.
With over 30 years in the IT services space, Dave DelVecchio brings a wealth of experience to this discussion on using personalized direct mail and event marketing to enhance client relationships at Sourcepass. Learn how these traditional tactics, creatively revamped, build meaningful connections in a digital world. Dave also shares insights on the strategic use of LinkedIn for reaching key mid-market leaders. Tune in to glean from Dave’s deep expertise in melding traditional approaches with modern strategies in IT marketing.
In this episode of the Tailwind Marketing Podcast, Carlos Corredor hosts Dave DelVecchio, the Vice President of Marketing and Communications at Sourcepass, to discuss melding traditional approaches with modern strategies in IT marketing. Dave shares valuable insights into leveraging growth through acquisitions and organic methods, highlights the critical role of adaptability and creativity in the competitive landscape, and emphasizes the value of interdepartmental coordination.
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Ben Fox is the Co-founder and Managing Director of FP Digital, formerly known as FlowPress, a back-office web support team and web development agency providing long-term care for web properties. At FP Digital, Ben utilizes his 10-plus years of experience in client and project management to oversee client service and project delivery. Ben is a serial entrepreneur and a three-time founder of HTML and WordPress platforms. Before his entrepreneurial pursuits, he worked across various marketing verticals at Vonage and the Match Marketing Group.
In this episode…A strong relationship between an agency and a client is mutually beneficial, allowing both parties to achieve their goals. What are some attainable strategies for building solid client-agency relationships to help agencies grow and scale?
The pandemic tested agency owner Ben Fox in numerous ways, which taught him multiple lessons. But his most significant takeaway was understanding the power of relationships. However, you have to prove your value continuously when forming partnerships. Ben asserts that it’s advantageous to partner with more intelligent individuals than you to leverage the strength and expertise of that existing business. In return, you must be able to follow through on promises to maintain trust and demonstrate your agency’s capabilities with a staff of competent and knowledgeable professionals. Additionally, communication is vital to the relationships you build, so offer transparency regarding processes, fees, and expectations. This clarity not only upholds intentions but also lays the foundation for effective collaboration.
In this episode of the Tailwind Marketing Podcast, Carlos Corredor interviews Ben Fox, Co-founder and Managing Director at FP Digital, about cultivating relationships to grow an agency. Ben discusses the rebranding of FlowPress to FP Digital, the services they provide, the lessons he’s learned from overcoming a challenging year, and the importance of building partnerships.
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Carlos Corredor is the Co-founder and CEO of Condor Agency, an ROI-driven digital marketing firm. He has 10 years of experience working in digital strategy and analytics and measuring the impact of marketing initiatives on business outcomes. Before Condor, Carlos was the Senior Manager of Digital Marketing and Analytics at Rise Interactive.
In this episode…US companies outsource talent, specifically in Latin America, because it’s cost-effective in terms of salary and operations. However, building an overseas employee base requires careful consideration of processes.
Outsourcing staffing expert Carlos Corredor advises that US-based companies should start with a small talent pool before expanding their teams. He explains that while taking advantage of different time zones can be beneficial, it is essential to schedule a specific time for all team members to meet virtually and address any concerns or questions. Carlos also recommends using communication and project management tools like Slack and ClickUp to enable collaboration and daily progress updates.
In this episode of the Tailwind Marketing Podcast, Kevin Dunn of HubSpot and the Agency Unfiltered podcast flips the script and interviews Carlos Corredor about outsourcing talent outside of the US. Carlos discusses Condor Agency’s employee outsourcing business model, the solutions Condor Agency offers its clients, and the operational processes to consider when building an employee base outside of the US.
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Andrew Baird is the VP of Marketing at TierPoint, a leading IT infrastructure national provider, helping organizations drive performance and manage risk. Andrew’s path into B2B marketing was untraditional, previously working in various industries, including product development and financial services. Before TierPoint, Andrew contributed his expertise and knowledge to Digital Realty as the Head of Marketing and at Audible, Inc. in Product Marketing. Andrew holds a BS in marketing from Rutgers University.
In this episode…Sales and marketing play vital roles in brand awareness and lead generation. However, relationships between these teams can sometimes be contentious. What methods can leadership take to unite the departments harmoniously?
The first step is to foster a relationship between marketing and sales through communication, collaboration, and camaraderie events such as happy hour. Seasoned marketing expert Andrew Baird affirms that it’s vital to team dynamics not to discriminate between parties involved with the customer experience because they’re all working towards a common goal. Nonetheless, a positive rapport between the teams starts with leadership, so Andrew suggests developing a committee of department heads representing all functions. This panel would be responsible for designing a plan or agreement that outlines mutual goals, such as customers’ needs and KPIs, and appointing a designated enabler. An enabler’s primary focus is to keep the sales and marketing teams on track and remind them of the intended plans. Upon achieving the desired results, Andrew advocates for celebrating successes to boost morale and encourage teamwork.
In this episode of the Tailwind Marketing Podcast, Carlos Corredor chats with Andrew Baird, VP of Marketing at TierPoint, for an informative conversation about B2B marketing. Andrew defines the role and evolution of a B2B marketing team, shares strategies for bridging the gap between sales and marketing, and explains why an organization’s product marketing is vital.
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