Why You Can Never Spend Too Much Time with Your Customers

Learn from Alison Lindland, CMO at Movable Ink, about gleaning insights from your customer advisory board.

Movable Ink empowers marketers with scalable, omni-channel personalization through data activation and AI decisioning. The world’s most innovative brands rely on Movable Ink to maximize revenue, simplify workflow and boost marketing agility. Movable Ink is one of the fastest-growing SaaS companies in the U.S. and has been recognized by Inc. Magazine’s “Best Workplaces” (2022-2019) and Built In NYC’s “Best Places to Work” (2023-2018), as well as Inc. 5000, Crain's Fast 50, and Deloitte's Technology Fast 500. Headquartered in New York City, Movable Ink and its nearly 600 employees serve its global client base from operations throughout North America, Central America, Europe, Australia, and Japan.

Industry
Software Development
Founded
2010
Alison Lindland

Guest Bio

As the Chief Marketing Officer of Movable Ink, one of the world's leading SaaS MarTech platforms which uses automation and AI to personalize customer engagement, Alison leads the Marketing, Outbounding and Strategy Teams. With over two decades of experience in the SaaS industry, she has a proven track record of delivering on goals, leading successful teams, managing executive relationships, and launching award-winning marketing omnichannel programs for some of the largest and most successful brands in the world.

Alison joined Movable Ink as the 14th employee in 2012, and since then has held various leadership roles across the Client Experience, Strategy, Communications, and Product Marketing functions. She is proud to serve as the executive sponsor of the company's global Customer Advisory Board, a highly selective group of senior marketers from its most innovative clients. She is also the founder of our incredibly active women's ERG, Movable Pink.

Guest Bio

As the Chief Marketing Officer of Movable Ink, one of the world's leading SaaS MarTech platforms which uses automation and AI to personalize customer engagement, Alison leads the Marketing, Outbounding and Strategy Teams. With over two decades of experience in the SaaS industry, she has a proven track record of delivering on goals, leading successful teams, managing executive relationships, and launching award-winning marketing omnichannel programs for some of the largest and most successful brands in the world.

Alison joined Movable Ink as the 14th employee in 2012, and since then has held various leadership roles across the Client Experience, Strategy, Communications, and Product Marketing functions. She is proud to serve as the executive sponsor of the company's global Customer Advisory Board, a highly selective group of senior marketers from its most innovative clients. She is also the founder of our incredibly active women's ERG, Movable Pink.

Episode Summary

This episode features an interview with Alison Lindland, CMO at Movable Ink, a SaaS MarTech platform that empowers marketers with scalable, omni-channel personalization through data activation and AI decisioning. 

In this episode, Alison discusses the importance of a customer advisory board and of personally spending time with your customers. She also talks about the flywheel they have built through their unique strategy team and how they incorporate customer insights back into their content. 

Key Takeaways

  • It is worth investing in a customer advisory board and building a community there. The insights and feedback that you gain can be fed back into the company to improve the product and create authentic marketing. 
  • Movable Ink has built a unique strategy team, made up of former clients that interact closely with their senior clients and bring back insights to their teams. This team has become one of the most sought after resources in the company. 
  • Having the outbound function sit under the CMO bring them closer to other marketing functions and creates alignment. 

Quotes

  •  ”I think you really can never spend too much time with your customers. So making sure that you are out there personally talking to your clients. I'd say is really just the number one piece and, I onboard every new member to our cab and it's a considerable investment of time, but it's my absolute favorite thing to do. And in every single conversation that I have, there's always some light bulb moment opportunity that comes out of it. Some piece of feedback that goes back to the account team. Some personal connection we didn't know we had.  It's just always something great or an opportunity for them to speak at Think Summit, just something terrific comes from it. So I'd say making sure that you're investing in building those relationships and just laying those tracks.”

Episode Highlights

*(09:16) The Trust Tree: ABM playbook as a team sport 

*(16: 53) The Playbook: THe value of a customer advisory board

*(29:27) The Dust Up: Turning disappointment into a big opportunity  

*(32:14) Quick Hits: Alison’s Quick hits

Episodes Transcript

  • It is worth investing in a customer advisory board and building a community there. The insights and feedback that you gain can be fed back into the company to improve the product and create authentic marketing. 
  • Movable Ink has built a unique strategy team, made up of former clients that interact closely with their senior clients and bring back insights to their teams. This team has become one of the most sought after resources in the company. 
  • Having the outbound function sit under the CMO bring them closer to other marketing functions and creates alignment. 

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