Using the Voice of the Customer at Every Stage of the Buyer Journey w/ Sandeep Singh Kohli, CMO at Venafi [Podcast]
On this episode of The Marketer’s Journey, I interview Sandeep Singh Kohli, CMO at Venafi. Coming from a product marketing background, Sandeep has a strong passion for the technology space, and his impressive career reflects that. During our conversation, we discuss concepts like embracing the voice of the customer, as well as realizing the responsibility we have as marketers at every stage of the buyer journey.
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Key takeaways from this episode:
- Do your homework. Venafi is a company that’s growing exponentially because so many brands are in need of their solution, so I was curious to know how Sandeep and the team strategized to achieve this. He mentioned that a part of the company’s success was just honest luck, but they also committed to doing their homework by really understanding the market, talking to the right people, and researching the different buyer personas within the landscape.
- Keep messaging consistent. Sandeep mentioned that there are two aspects of customer marketing: marketing to customers, which relies on demand gen and growth marketing and leveraging the customer's voice, and advocacy for marketing, which tends to rely on content strategy. As an organization matures and there’s a steady flow of opportunities, Sandeep says it’s essential that the team remains consistent with its messaging to maintain momentum.
The responsibilities of a CMO have shifted. Sandeep noted that over the years, we’ve witnessed several different generations of marketing, and as the industry has evolved, so have the expectations surrounding the CMO role. Now, CMOs are considered responsible for driving revenue throughout the various stages of the funnel-like closing, retention, and cross-selling.
Learn more about Venafi.
Learn more about Sandeep.