#184: Brand | How to Get Sales on Board with Your Marketing Content with Kira Federer, VP of SMB Marketing at Paramount

B2B Marketing with Dave Gerhardt

In this episode, Dave sits down with Kira Federer, VP of SMB Marketing at Paramount Advertising, and formerly at companies like Reddit and Glassdoor. Kira shares her journey from sales to product marketing and the lessons she’s learned along the way.

Dave and Kira discuss:

• How to align marketing and sales through co-creation to ensure your sales team uses the content you create
• The value of a strong messaging framework and how it drives consistency in B2B marketing
• Why you need to time your product launches and ensure that marketing resonates with both your team and the market at the right moment

Timestamps

• (00:00) - - Intro to Kira
• (06:31) - - Kira’s Career Journey From Sales Enablement to Product Marketing
• (09:45) - - Challenges of Building Community / Getting Connected with Exit Five
• (17:32) - - How To Get Sales To Use Content from Marketing
• (20:07) - - How to Align Marketing and Sales Teams
• (26:13) - - Effective Messaging and Having a Core Company Narrative
• (31:21) - - Why You Should Identify What Differentiates Your Business
• (35:04) - - How To Create Strong Brand Positioning
• (37:49) - - Why You Need To Have A Clear Vision And Strong Point of View in Marketing
• (39:33) - - “The Risk Of Insult Is The Price Of Clarity”

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