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