EPISODE 5: Bennett Crumbling's Agile and Collaborative Approach to B2B Marketing

In this episode of The Last Word on Product Marketing, Liza Cichowski speaks with Bennett Crumbling, VP of Marketing at Optable, about the unique challenges of running marketing at an ad tech startup that serves the interests of both advertisers and publishers. They talk about how aligning the company on a core message is important but you have to accept that the Sales team is going to act autonomously sometimes to close a deal. Bennett shares the lessons he’s learned on the job and in previous positions about staying motivated and leading a team. 

Connect with Bennett on LinkedIn: 

https://www.linkedin.com/in/bennett-crumbling-b87778217/

Takeaways:

• Aligning product marketing with corporate strategy is challenging.
• Customer segmentation complicates messaging in ad tech.
• Ad tech requires understanding the needs of both publishers and advertisers.
• Balancing technical features with broader narratives is essential.
• Collaboration between sales and marketing is key to success.
• Sales enablement requires collaboration and understanding
• Listening to sales calls can provide valuable insights.
• Pushing oneself to grow is important for career satisfaction.
• Building trust with sales teams enhances collaboration.
• Personal passions can contribute to overall well-being.

Chapters:

00:00 Navigating Growth Challenges at an Ad tech Startup

07:36 Customer Segmentation and Messaging Complexity

14:17 Collaborating with the Sales Team

19:40 Direct Communication with Customers is Essential to Understanding Their Challenges 

22:50 Career Lessons and Leadership Insights

27:28 Personal Passions 

When sales and product teams are aligned, customer growth is unstoppable!

For more information, visit www.lastwordmktg.com.
Connect with Liza on Linkedin: https://www.linkedin.com/in/lizachick/