Episode Description

On this episode of The Marketer's Journey, I interview Amanda Bird Malko, CMO at G2, a software marketplace that reaches more than 60 million software buyers each year. Amanda discusses the importance of bringing teams and various stakeholders together to work towards one shared vision. She offers tangible and tactical tips for breaking down the silos among various teams like marketing, engineering, and product so everyone can work together more symbiotically. 

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Key takeaways from this episode:

• Marketing is a blend of sales and creativity. Amanda mentioned that she was initially drawn to the marketing world because it lies at the intersection of creative selling and achieving tangible business results. In particular, she’s passionate about the art of creative persuasion combined with generating revenue in a way that provides maximum value to the customer.
• Building a brand that benefits all stakeholders within an ecosystem is challenging but worth it. Amanda said that one of the main aspects that attracted her to her role at G2 was the complexity of the ecosystem and the many stakeholders that were involved in the process. To truly benefit all parties within the ecosystem, Amanda and her team work on creating “flywheels” or “growth loops” that leverage one another to build connections and keep the momentum going across the business.
• Build trust. Whether you’re buying something on Amazon or investing in expensive software, Amanda believes that buyers are becoming increasingly empowered by leveraging the voices of peers and people they trust—all through a frictionless customer experience. In other words, there’s never been a better time to build a trusted brand and offer a credible source of information in a competitive marketplace. 

Learn more about G2.