Ep. 465 | How to Build Your Brand Through Customer Relationships

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary
This episode of the Sunny Side Up podcast features Carol Holly discussing building a brand through customer relationships. As CMO of Exclaimer, Carol shares her background and interest in marketing. She emphasizes prioritizing customer experiences and aligning business processes to meet customer needs. Carol also highlights the challenges of collaboration across departments and measuring the impact of brand-building efforts. Overall, she provides valuable insights on balancing brand awareness and demand generation investments for business growth.

About the guest

Carol is the CMO at Exclaimer, an email signature software platform. She is a senior leader backed by over 15 years in the digital and technology space for established businesses and start-ups. Coming from a background in product marketing, brand development, and demand generation. Carol is hugely passionate about building strategy, storytelling, bringing products to life for consumers, and driving growth. From building the first intelligent customer journeys at a global hotel brand to scaling the business marketing function from zero to hero for a Skyscanner, managing global demand for a leading pre-IPO software giant, Carol has a proven track record in engaging with the business, developing key stakeholder relationships, managing budgets and leading teams to realize their potential.

Connect with Carol Howley

Key takeaways

- Prioritize customer experiences and align business processes to meet customer needs

- Cross-departmental alignment is key to achieving customer-centric growth

- Balance investments in brand awareness and demand generation for business growth

- Measure brand awareness impact through metrics like NPS, engagement, sentiment

- Personalization, AI, ABM, and video are areas of focus for future marketing strategy

- Building trust through the brand is important for long-term visibility and sales opportunities

Quotes
“How do we focus on what's in the market, tailor our message to those particular verticals, or those types of or groups of people, and start to be really intelligent about where we spend our money? Because if we did spend on every possible industry vertical and company size would be very, very poor very quickly. -Carol Howley

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