431: Advocating for Yourself and Branding B2B’s with April Moh, CMO of Kyriba

Marketing Today with Alan Hart

April Moh immigrated from Singapore to the US for love in her 20s and restarted her life and career from scratch. The first third of her career in the US was spent in PR agencies, learning the importance of impactful storytelling. She started to develop a curiosity about how the different parts of a company work together to fuel growth and decided to take her career in-house at Microsoft, then SAP, where she eventually became chief of staff. She went on to become CMO at SUSE before moving into the CMO role at Kyriba in October 2023, the same year she was named as one of Campaign Magazine’s “Most Inspiring Women."

Kyriba is a fully unified SAS performance platform with over 80,000 users. They serve treasury needs, risk, payment, connectivity, and working capital to help their clients gain real-time visibility into their cash balances and break out of the liquidity gridlock that many finance teams get stuck in. With Kyriba, finance teams get an aggregated, reliable, and comprehensive view of their cash and liquidity, as well as actionable insights that empower them to make decisions on liquidity performance.

On the show today, Alan and April talk about the rebrand Kyriba has gone through and why branding in B2B industries can be uniquely challenging and more susceptible to scrutiny. April tells what she has learned from her life experience as a female Asian immigrant in tech, including being told she was “not American enough," the maternity discrimination she has faced, and the advice she has for other people who may be told they do not belong. Alan and April also talk about the evolution of marketing, what marketers should be thinking about in terms of being successful in their careers, and tips on how to get ahead.

In this episode, you'll learn:

• How Kyriba empowers clients with an actionable understanding of liquidity performance.
• When to rebrand and the unique challenges of branding B2B
• How April has overcome discrimination as an Asian immigrant and mother, and her advice to others

Key Highlights:

• [02:00] Immigrating to the US in her 20s
• [05:55] From RP to CMO
• [09:16] Kyriba: What they do and who they serve
• [11:10] Which CFO’s have the most success?
• [13:15] Why a rebrand was needed
• [18:00] What she has learned through discrimination
• [24:20] “There’s always tomorrow.”
• [25:25] Advice to her younger self (and her two children)
• [26:45] Get out of the marketing silo.
• [29:00] Misperceptions of marketers
• [30:40] The evolution of the CMO role
• [33:30] Threats and opportunities facing marketers today

Looking for more?

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