On this episode of The Marketer’s Journey, I interview Armen Najarian, CMO and Chief Identity Officer at Outseer, a shared, global network of fraud and transaction data. As a spin-off company of RSA, a major network security company, Outseer has presented Armen with a unique opportunity to rebrand a company with already well-established roots. During our conversation, we discuss Armen’s extensive career background, leadership advice, strategies for taking a business to the next level and more.
Key takeaways from this episode:
- A great leadership team is like a symphony. As CMO, Armen believes that everyone on the team has their own unique melody to play, and even a slight shift within one person’s role can shift the dynamic dramatically. This is why gaining a clearer understanding of everyone’s specific role within the team can help everyone create better music together.
- Everyone is a consumer. In Armen’s view, all consumers share the same fundamental human qualities, even when it comes to B2B marketing. At the end of the day, we’re all motivated by emotions, fears, hopes and dreams, and as marketers, it’s our job to tap into this understanding to develop an emotional connection with our audience.
- Get involved with the product. In addition to his role as CMO, Armen holds the title of Chief Identity Officer at Outseer, which means he holds responsibilities for one of the company’s three products. He noted that the strategic decision to stake his claim on the product side has enabled him to gain a deeper appreciation for the business and a unique edge as CMO.