Prior to founding AudiencePlus, Anthony Kennada served as the CMO of incredible companies like Hopin and Front. He was the founding CMO of Gainsight where he and his team are credited with creating the Customer Success category -- a novel business imperative, profession and software category that helps subscription companies grow sustainably by becoming customer obsessed. By focusing on human first community building, content marketing, live events and creative activations, they developed a new playbook for B2B marketing that built the Gainsight brand and fueled the company’s growth from $0 to $100M+ ARR, and eventual acquisition by Vista Equity at a $1.1B valuation.
Discussed in this Episode:
Highlights:
(02:58) The Gainsight story: Creating a category and building a brand.
(05:46) The power of owned media in B2B marketing.
(17:51) The evolution of media: from content to software.
(20:41) The challenge of measuring media's impact on revenue.
(27:08) Learning from Gainsight: Successes and missteps.
(38:12) One thing revenue leaders believe to be true that Anthony thinks is bull$***.
(41:00) One thing that is working for Anthony in go-to-market right now.
Guest Speaker Links (Anthony Kennada):
LinkedIn: www.linkedin.com/in/akennada/
Host Speaker Links (Scott Barker):
LinkedIn: www.linkedin.com/in/ssbarker/
Newsletter: thegtmnewsletter.substack.com/
Sponsor:
The GTM Podcast
Features conversations with well-known tech executive, VC, and founders - the expert operators in the trenches who have ‘been there, done that’ to build some of the fastest-growing software companies. Every week, a guest joins Scott Barker to dissect their stories, revealing expert insights around what worked, what didn’t, and how things actually went down.
This podcast is produced by GTMnow, the media brand of GTMfund - sharing insight on go-to-market from working with hundreds of portfolio companies backed by over 350 of the best go-to-market executives. GTMfund is an early-stage VC fund focused on investing in the most exciting, up-and-coming B2B SaaS companies across the world. The LP network consists of VP and C-level Sales, Marketing, and Customer Success leaders from companies like DocuSign, Salesforce, LinkedIn, Snowflake, Okta, Zoom, and many more.
Visit gtmnow.com for more details and to sign up for our newsletter and other content resources.
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