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Growing through Acquisition and Maintaining Consistent Tone [podcast]

On this episode of The Marketer’s Journey, I interview Bethany Walsh, VP of Marketing at Alloy. Bethany identifies as an early stage marketer and has a lot of experience being the “first, second, or third” marketer at early stage companies. She likes to build, problem solve and scale companies. This is something that sounds appealing to a lot of people but Bethany knows it can be scary in practice marketing without much support, data or establishment. Alloy had raised 40 million in Series B funding before even bringing in any marketing support, so she had challenges in front of her when she took on the role. Today we discuss these challenges, along with the excitement and the opportunities of growing an early stage company. We also discuss brand tone and how you ensure it remains consistent throughout your organization.

Key takeaways from this episode:

  • When you’re marketing through a private equity roll out, it’s important to bring confidence to investors. Make yourself visible, and ensure you have a voice.
  • Bethany brings a builder mentally to her roles and she knows she is best suited for early stage marketing but you can bring a builder attitude to later stage organizations too. Consider how to employ this mindset and remain agile and adaptable in your marketing. 
  • When thinking of your brand tone, consider the concept of relationship building. If you’re meeting someone for the first time you don’t start out telling jokes or puns, you introduce yourself with your name and once you know them better you loosen up. If you don’t know your audience, be straightforward, give the facts and share what they’re looking for, until they know you a bit better.
  • It’s important that at every single stage in the buyer journey brand tone is considered and you take steps within your communication to make sure it remains consistent.

Check out this and other episodes of The Marketer’s Journey on Apple PodcastsSpotifyStitcher, and Google Play

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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