In this episode of The Marketer’s Journey, I interview Rebecca Grimes, CMO at Ruby. Ruby is another company that had to quickly adapt their strategy and product offerings in order to find their footing and thrive through COVID—and thrive, they did. Not only did Ruby’s team continue throughout the pandemic without laying anyone off, they actually brought on 200 new employees. Rebecca, who oversees both marketing and sales, said that they were able to do this by digging into data and creating customer profiles and products to align with the business segments that were still thriving. Adapting their business and understanding their buyer experience was integral to Ruby thriving in the "new abnormal."
Key takeaways from this episode:
- Marketing and sales should work hand and hand—they should not be at odds. There should be no success you can celebrate that would not be a team success.
- Staying in touch with your network throughout your career is important—even if it doesn’t get you a job, the insights you can take from the learnings of your colleagues are invaluable, even if it’s just understanding why someone else took an opportunity.
- There is value in customers even if they’re not ready to buy right now—it’s important to find ways to provide value and content to these people so that they’ll be more likely to convert in the future.