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Who Owns Campaign Content: Demand or Brand? [podcast]


Episode Description


On this episode of The Marketer’s Journey, I interview Amy Holtzman, SVP of Marketing at AlphaSense. On today’s episode we chat about the important role of demand generation and how it builds an earned platform for other forms of marketing.  We also discuss Amy’s career journey and hiring strategies to build out her team at AlphaSense; and how you know both when you need to bring subject matter experts onto your team and when you need to reinvent yourself as a marketer.

Key takeaways from this episode:

  • Your demand performance is what gives you the right and the budget to do other, cooler things like invest in brand and do cooler executions. Amy says she always spoke in terms of metrics and demand and this earned her a seat at the table.
  • Good content always prevails-- find out what content works for you and prioritize making it great.
  • There is always a debate of who should “own” things in marketing. When we have projects where there isn’t a specific owner, this actually builds opportunities for partnerships and teamwork.

About the Author

After 5 years as our CMO, I moved to focus on engaging with our community. This could be a customer or someone just dipping their toes into Content Experience. I am here to guide you, but more likely learn from you and share it back. As Chief Evangelist, I want to bridge your stories so we create a better content experience and in turn customer experience (CX). The term “evangelism” actually comes from Greek history and the three words of 'bringing good news'. This is my goal - to bring good news to you every day. It could be a customer story you could learn from or a simple upbeat thought to get you out of a rut.

Profile Photo of Randy Frisch