Strategies to Drive Brand Differentiation
On this episode, Maria shares her strategies to drive brand differentiation, the importance of setting goals for customer success, and the power of automation.
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ActiveCampaign’s category-defining Customer Experience Automation Platform (CXA) helps over 180,000 businesses in 170 countries meaningfully engage with their customers. The platform gives businesses of all sizes access to 850+ pre-built automations that combine transactional email and email marketing, marketing automation, ecommerce marketing, and CRM for powerful segmentation and personalization across social, email, messaging, chat and text. Over 70% of ActiveCampaign’s customers use its 870+ integrations including Microsoft, Shopify, Square, Facebook and Salesforce. ActiveCampaign is one of only 17 products with over 10,000 positive customer reviews on G2.com, also scoring higher in customer satisfaction than any other solution in Marketing Automation, CRM and E-Commerce Personalization and is the Top Rated Email Marketing Software on TrustRadius.
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Guest Bio
Maria Pergolino is known for building world-class go-to-market teams that drive growth, differentiation, and category leadership. She has served as a senior marketing leader for global B2B technology organizations for almost two decades and is currently Chief Marketing Officer at ActiveCampaign, the hyper-growth Customer Experience Automation platform.
Previously, Maria served as Chief Marketing Officer at Anaplan (NYSE:PLAN), Senior Vice President of Marketing & Sales Development at Apttus, and held marketing leadership roles at Marketo and Shunra Software (acquired by Hewlett-Packard Enterprises). She is currently on the Better Business Bureau of Chicago & Northern Illinois’ Board of Directors. Maria is considered a B2B marketing expert from her success and innovative approaches in customer advocacy, demand generation, account-based marketing, strategic events, sales development and marketing communications. She has expertise in the Salesforce, Microsoft, Adobe and Oracle ecosystems.
Guest Bio
Maria Pergolino is known for building world-class go-to-market teams that drive growth, differentiation, and category leadership. She has served as a senior marketing leader for global B2B technology organizations for almost two decades and is currently Chief Marketing Officer at ActiveCampaign, the hyper-growth Customer Experience Automation platform.
Previously, Maria served as Chief Marketing Officer at Anaplan (NYSE:PLAN), Senior Vice President of Marketing & Sales Development at Apttus, and held marketing leadership roles at Marketo and Shunra Software (acquired by Hewlett-Packard Enterprises). She is currently on the Better Business Bureau of Chicago & Northern Illinois’ Board of Directors. Maria is considered a B2B marketing expert from her success and innovative approaches in customer advocacy, demand generation, account-based marketing, strategic events, sales development and marketing communications. She has expertise in the Salesforce, Microsoft, Adobe and Oracle ecosystems.
Episode Summary
This episode features an interview with Maria Pergolino, CMO of Active Campaign. Active Campaign gives businesses of all sizes access to over 500 pre-built automations that combine transactional email, email marketing, marketing automation and CRM for powerful segmentation and personalization across social, email, messaging, chat and text. Maria has served as a senior marketing leader for global B2B technology organizations for almost two decades. She’s known for building world-class go-to-market teams that drive growth, differentiation, and category leadership.
Key Takeaways
- It's important to have diversity in your marketing approach
- The way to be a great demand marketer is to be able to differentiate
- Automation is so important because if you can automate simple tasks, you can then put your time and value into what you do
Quotes
"It has to be a mission that you stand behind and it has to be something you can differentiate. There are many products out there in the world that like you, can’t tell the difference between two of them, and if you can’t, it’s then really hard to differentiate. It’s really hard to do great marketing, you have to choose an opportunity where you feel like you can do something with your skill, with that marketing."
Episode Highlights
*(03:16) - Maria’s role at ActiveCampaign
*(05:26) - Segment: Trust Tree
*(10:18) - Diversity in marketing
*(14:20) - Segment: The Playbook
*(15:04) - Marketing Success Through Differentiation
*(31:53) - The power of automation
*(35:51) - Segment: Quick Hits
Episodes Transcript
- It's important to have diversity in your marketing approach
- The way to be a great demand marketer is to be able to differentiate
- Automation is so important because if you can automate simple tasks, you can then put your time and value into what you do
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