How to use different sources to augment data -- Kathryn Lye, Global Head Of Marketing at AppFollow

Mindful B2B Marketing | Business Growth and Social Impact (Former: Forward Launch Your SaaS)

TIMESTAMPS

00:30 - How creativity and curiosity about human behaviours make Kathryn love marketing

01:10 - Why there is no silver bullet in marketing

04:35 - Kathryn's experience and why you need to be brave in testing data

07:15 - Why everyone is a marketer

10:35 - The power of story for marketers

14:25 - The moment when you can say “job done” as a marketer

20:50 - The groundwork before doing any marketing campaign

25:05 - How to create a customer persona when you’re targeting large businesses

MORE FROM APPFOLLOW

AppFollow is on a mission to help teams working on mobile apps to turn insights from reviews into new product experiences that users love. Learn more at appfollow.io

GUEST BACKGROUND

Kathryn Lye is the Global Head of Marketing at AppFollow. She has more than 20 years of experience in marketing and scaling B2B tech businesses, and she understands how to help growing startups overcome their unique challenges. Kathryn has helped businesses grow from almost no revenue to multi-millions.

MAIN INSIGHT

Using different sources to augment data helps you to look at a bigger perspective on all your marketing efforts.

KEY TAKEAWAYS

1. Don’t assume that your team has the same knowledge as you
2. You need to be creative and brave in testing data
3. Always look at the perspective of all your marketing channels combined
4. An anecdote can be a data point

PRACTICAL STEPS

1. Never assume
2. Start asking questions to your team, founders, and potential buyers
3. Understand if there’s a gap in your information
4. Start thinking about how to get that information either by test, experiments, advisors

TIPS FOR SUCCESS

1. Doing any marketing campaign without knowing your customer is setting yourself up for failure
2. Talking to buyers is massively underrated for marketers
3. Look outside in and not inside out