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How Coursera Acquires 84% of Customers Without Spend [Podcast]

In this episode of The Marketer’s Journey, I interview Kim Caldbeck, the CMO of Coursera. We discuss how Kim approached learning the business when she first came on as a director, and how she ultimately worked her way up to the role of CMO. Kim also shares her top tips for customer acquisition and her philosophy on leading a team of marketers amidst a changing landscape.

 

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

 

Key takeaways from this episode:

  • Join the mission. By the time she was on track to become CMO at Coursera, Kim had already made herself an indispensable member of the team by helping to build the company’s vision from the ground up. As a key player in the company’s strategy-shaping phase, Kim had earned respect and credibility, which ultimately allowed her to position herself as the best (and only) candidate for the CMO role.
  • Follow your passion. Here on The Marketer’s Journey, many of our guests have highlighted the importance of following your passion in your career, and Kim is no exception. She believes we’re all at our best when we’re doing what we love, which is why taking action based on what excites you most will bring you luck and longevity along your career path.
  • Be a lifelong learner. Kim mentioned that her time at Facebook helped her expand her knowledge of different areas of the business, which ultimately helped her become a more well-rounded marketer. Continuous learning is something we can all apply to our daily lives to become more engaged, knowledgeable and effective at what we do each day.

Learn more about Coursera here: https://www.coursera.org/ 

Learn more about Kim here: https://www.linkedin.com/in/kim-caldbeck-58b7273/

About the Author

After 5 years as our CMO, I moved to focus on engaging with our community. This could be a customer or someone just dipping their toes into Content Experience. I am here to guide you, but more likely learn from you and share it back. As Chief Evangelist, I want to bridge your stories so we create a better content experience and in turn customer experience (CX). The term “evangelism” actually comes from Greek history and the three words of 'bringing good news'. This is my goal - to bring good news to you every day. It could be a customer story you could learn from or a simple upbeat thought to get you out of a rut.

Profile Photo of Randy Frisch