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The Applied Psychology Missing in B2B Marketing [Podcast]

In this episode of The Marketer’s Journey, I interview Kevin Sellers, CMO of Ping Identity. Kevin believes strongly in using the psychology of marketing to connect with customers, and during our conversation, he shares his tips for adopting this mentality. He also explains some of the key lessons he learned during his 13 years at Intel, and how he knew Ping Identity was the right fit for him as a company.


Check out this and other episodes of The Marketer’s Journey on Apple Podcasts & Spotify!


Key takeaways from this episode:

  • Build credibility early on. Coming off the heels of a long stint at Intel, Kevin had to shift gears and earn the trust of a new team when he first came on as CMO of Ping Identity. To do this, he secured a few short-term wins early on in his role, established trust with his team and made his intentions as CMO clear to really hit the ground running as a leader.
  • Learn the immutable laws of growth. Kevin mentioned that during his time at Intel, he learned from the company’s former CEO Andy Grove that success requires two key ingredients: a unique product or service, and the ability to communicate its value to your audience. Without innovative marketing and branding tactics, a company will find it difficult to move the needle or grow as an enterprise.
  • Tap into human psychology. Kevin is a big believer in tapping into human psychology and emotion through marketing tactics. By crafting a compelling narrative around a universal human truth, marketers will have a better chance of getting through to their audience in a way that feels unique, emotive and personal.

Learn more about Ping Identity here: 

Learn more about Kevin here:

About the Author

Randy Frisch is a co-founder of Uberflip and held many roles, including President and CMO, where he evangelized the content experience.

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