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When your buyer doesn't want marketing [podcast]

Episode Description

On this episode of The Marketer’s Journey, I interview Bill Kramer, VP of Marketing at Karat, a company that conducts live technical interviews for leading tech talent acquisition programs. We discuss his career trajectory so far, content creation and how to market to people who don’t want to be marketed to.

Key takeaways from this episode:

  • When attempting to reach a target audience that’s resistant to most marketing efforts like engineers, a different approach may be necessary. From the beginning, Bill recognized that engineering leaders and software engineers despise marketing, which is why the team at Karat uses quality content and thought leadership to entice prospects while leaving the decisions in their hands.
  • Go where the buyers are. When developing creative content and out-of-the-box solutions to reach people who are marketing-averse, Bill emphasized the importance of staying on top of trends in their space and always being one step ahead of the pack. Part of this strategy includes regularly attending and speaking at events in the technology space to position your brand as a thought leader and authoritative voice on the subject. 
  • Draw attention to the pain points you’re solving with your business. Bill mentioned that part of their strategy at Karat is increasing overall awareness of the pain points in the traditional interviewing process to show companies that there’s a better way of doing things they may not have considered previously. Once they know they’re on fire, so to speak, it’s your chance to step up and help put it out.

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

Profile Photo of Randy Frisch