The Orbit Shift Podcast

S02E34: Marketing trends, ABM, and product-led growth for startups with Heather Zynczak, Board Member of DemandBase

August 24, 2021 Freshworks Inc. Season 2 Episode 34
The Orbit Shift Podcast
S02E34: Marketing trends, ABM, and product-led growth for startups with Heather Zynczak, Board Member of DemandBase
Show Notes

Marketing has changed dramatically over the last 20 years. Today data empowers marketers to understand where their dollars are going and what their return on investment is. Heather Zynczak, a board member at DemandBase and ex-CMO of Pluralsight, has had a firsthand view of this change in the field.

In this episode, she talks to us about the changes in marketing trends and how startups need to react to them. Why she thinks the way Account-Based Management is defined is problematic and how companies can get ABM right. Heather also talks about how she led product-led growth at Pluralsight and why companies should not have to choose between sales and product-led growth.


Get $10,000 free credits to use Freshworks products (including the brand new Freshworks CRM packed with AI-based lead scoring, phone, email, and activity capture) by joining the Freshworks for Startups program. Click here to check eligibility.

 

About the Guest

Heather Zynczak has spent the last 25+ years in marketing, product, and revenue leadership positions at some of the world’s most successful tech companies. Heather spent 4+ years as CMO of Pluralsight, where she was responsible for all aspects of marketing and digital revenue. During her tenure there, the company grew B2B revenue by over 50% year-over-year, growing revenue to almost half a billion and enabling the company to IPO in 2018. 


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Host and Producer - Jayadevan PK

Assistant Producer - Shashwath J

Audio Engineer - Rajesh Subramanian