TIMESTAMPS
00:30 – How creativity and curiosity about human behaviours make Kathryn love marketing
01:10 – Why there is no silver bullet in marketing
04:35 – Kathryn's experience and why you need to be brave in testing data
07:15 – Why everyone is a marketer
10:35 – The power of story for marketers
14:25 – The moment when you can say “job done” as a marketer
20:50 – The groundwork before doing any marketing campaign
25:05 – How to create a customer persona when you’re targeting large businesses
MORE FROM APPFOLLOW
AppFollow is on a mission to help teams working on mobile apps to turn insights from reviews into new product experiences that users love. Learn more at appfollow.io
GUEST BACKGROUND
Kathryn Lye is the Global Head of Marketing at AppFollow. She has more than 20 years of experience in marketing and scaling B2B tech businesses, and she understands how to help growing startups overcome their unique challenges. Kathryn has helped businesses grow from almost no revenue to multi-millions.
MAIN INSIGHT
Using different sources to augment data helps you to look at a bigger perspective on all your marketing efforts.
KEY TAKEAWAYS
- Don’t assume that your team has the same knowledge as you
- You need to be creative and brave in testing data
- Always look at the perspective of all your marketing channels combined
- An anecdote can be a data point
PRACTICAL STEPS
- Never assume
- Start asking questions to your team, founders, and potential buyers
- Understand if there’s a gap in your information
- Start thinking about how to get that information either by test, experiments, advisors
TIPS FOR SUCCESS
- Doing any marketing campaign without knowing your customer is setting yourself up for failure
- Talking to buyers is massively underrated for marketers
- Look outside in and not inside out