Listen Here

|

Conversation
Highlights

 

Welcome to another episode of Marketing From the Front Lines — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Ariana Faustini, Head of Global Marketing at Golioth, an IoT developer platform that has raised over $7 Million in funding.

Here are the most interesting points from our conversation:

  • Ariana’s Entry into Marketing: Ariana discusses her path into marketing, sparked by her desire to combine her creative inclination with the engineering world she grew up in. Her first role at TiVo, a category creator for DVRs, was a stepping stone into the tech marketing world.
  • Transitioning from TiVo to the IoT Space: Reflecting on her career journey, Ariana talks about the evolution of TiVo and her move into the IoT development space, emphasizing the significant shift in technology and marketing approaches over the years.
  • The Complexity of IoT Development: Ariana breaks down the challenges inherent in IoT development, highlighting the lack of standards and the intricate decisions involved in connecting devices to the internet, which Golioth aims to simplify.
  • Marketing at Golioth vs. Salesforce: She contrasts her marketing experiences between Salesforce, a SaaS enterprise company, and Golioth, noting the differences in marketing directly to developers versus training them on a platform.
  • Marketing Philosophy and Approach: Ariana emphasizes the importance of authenticity and deep customer understanding in marketing, particularly in reaching out to developers who value straightforward, no-nonsense communication.
  • The Role of Thought Leadership and Community in Developer Marketing: She discusses the impact of thought leadership and community marketing, advocating for genuine engagement and leveraging company leaders’ expertise to resonate with the developer community.

 

Actionable
Takeaways

Embrace Your Unique Perspective:

Ariana’s journey into marketing, starting with her creative roots in an engineering family, highlights the value of leveraging unique backgrounds. For B2B tech founders, combining diverse perspectives can lead to innovative approaches to product development and marketing, enhancing the ability to connect with a wider audience.

Understand the Technical Complexity of Your Product:

The complexity of developing IoT devices, as discussed by Ariana, underscores the importance of deeply understanding the technical challenges your product addresses. Founders should aim to simplify complex solutions in their marketing messages, making the value proposition clear and accessible to their target audience, especially when dealing with intricate technologies.

Direct and Authentic Communication:

In developer marketing, authenticity and directness are key. Avoiding hyperbole and being straightforward about what your product does and does not do can build trust with your audience. This approach is critical in sectors where the end-users, such as developers, highly value transparency and specificity.

Leverage Thought Leadership Wisely:

Thought leadership can be a powerful tool in developer marketing if used correctly. It should stem from genuine expertise and address the specific needs and pain points of the developer community. Founders should consider how thought leadership can be applied effectively to educate and engage their target audience without resorting to traditional top-down sales tactics that may not resonate.

Prioritize Community Engagement and Developer Relations:

Building and nurturing a community should be a top priority, especially in fields like IoT and software development, where peer recommendations and community support play a significant role in adoption. Employing a developer relations professional early can help in creating valuable content, fostering community interactions, and identifying ambassadors who can champion your product authentically.

Recommended Founder
Interviews

Chris Golec

CEO and Co-Founder of Channel99

Chris Golec, CEO and Co-Founder of Channel99: $5 Million Raised to Power the Future of B2B Marketing

Tom Lee

Co-Founder of LOVO AI

Tom Lee, Co-Founder of LOVO AI: $7 Million Raised to Build the Future of AI Voiceovers

Rob Sadow

CEO & Co-Founder of Scoop

Rob Sadow, CEO & Co-Founder of Scoop: $8 Million Raised to Build the Future of Hybrid Team Coordination

Alex Reynolds

Alex Reynolds, CEO & Co-Founder of Vendelux: $20 Million Raised to Build the Future of Event Intelligence

Sam Fonoimoana

Founder & CEO of Datajoin

Sam Fonoimoana, Founder & CEO of Datajoin: $3.5 Million Raised to Help Brands Leverage Customer Behavioral Insights

Sangram Vajre

Co Founder and CEO of GTM Partners

Behind the Category: Creating the Account-Based Marketing (ABM) Category with Sangram Vajre

Stephen Karaolis

Marketing Director of Cleary

Stephen Karaolis, Marketing Director at Cleary: Mastering Speed to Market – The Key to Dynamic Content Strategy

CEO and Co-Founder of Sendoso

Creating the Sending Management Category with Sendoso’s Kris Rudeegraap

Tine Karlsen

Co-Founder & CEO of Vev

Tine Karlsen, CEO and Co-Founder of Vev: $7 Million Raised to Power the Future of No-Code Visual Design

Jonathan Legge

Co-Founder and CEO of &Open

Jonathan Legge, Co-Founder and CEO at &Open: Over $35 Million Raised to Create the Future of Corporate Gifting

Thomas Millay

CEO of DemandJump

Thomas Millay, CEO at DemandJump: Over $25 Million Raised to Power the Future of Content Strategy

Tyler Strand

Co-Founder and CTO of Air

Tyler Strand, Co-Founder and CTO at Air: $38 Million raised to Build the Creative Operations Category

Jonas Rinde

CEO of Nomono

Jonas Rinde, CEO of Nomono: $15 million Raised to Power the Future of Podcasting

Adrien Menard

CEO and Co-Founder of Botify

Adrien Menard, CEO and Co-Founder of Botify: $82 Million Raised to Build the Future of SEO

Creating the Marketing Automation Category with Mark Organ

CEO of Eloqua

Creating the Marketing Automation Category with Mark Organ

Daniel Erickson

Founder and CEO of Viable

Daniel Erickson, CEO of Viable: $9 Million Raised to Build the Future of Customer Feedback Analysis

Andy Mowat

CEO and Co-Founder of Gated

Andy Mowat, CEO and Co-Founder of Gated: Over $3 Million Raised to Build Noise Cancelling Headphones for Email

Omed Habib

VP of Sapient AI

Omed Habib, VP of Marketing at Sapient AI: A Technical Founder’s Guide to B2B SaaS Marketing

Ashish Nagar

Founder & CEO of Level AI

Ashish Nagar, CEO of Level AI: $35 Million Raised to Power Contact Centers of the Future

Jared Siegal

CEO and Founder of Aditude

Jared Siegal, CEO and Founder of Aditude: $15 Million Raised to Build the Future of Publisher Monetization

Chris Strahl

CEO of Knapsack

Chris Strahl, CEO of Knapsack: $7 Million Raised to Build the Future of Design Systems

John Jahnke

CEO and Co-Founder of Tackle.io

John Jahnke, CEO and Co-Founder of Tackle.io: $148 Million Raised to Build the Future of Cloud Go-to-Market

Patrick Woods

CEO and Co-Founder of Orbit

Patrick Woods, CEO and Co-Founder of Orbit: Over $22 Million Raised to Power the Future of Communities

Pierce Ujjainwalla

CEO of Knak

Pierce Ujjainwalla, CEO of Knak: $25 Million Raised to Empower Enterprise Marketers with Codeless Email and Landing Page Creation

Leena Joshi

CEO of CloseFactor

Leena Joshi, CEO of CloseFactor: $15+ Million Raised to Automate Repetitive Sales Processes

Luke Hansen

CEO and Founder of CompanyCam

Luke Hansen, CEO and Founder of CompanyCam: $38 Million Raised to Build the Future of Visual Communication for Contractors

Hikari Senju

CEO and Founder of Omneky

Hikari Senju, CEO and Founder of Omneky: $10 Million Raised to Empower Brands With AI-Powered Ads To Maximize Performance

Parry Bedi

Co-Founder and CEO of Tingono

Parry Bedi, CEO of Tingono: $7 Million Raised to Help Companies Boost Net Revenue Retention

Sam Mallikarjunan

Co-Founder & CEO of OneScreen

Sam Mallikarjunan, Co-Founder & CEO of OneScreen: $10 Million Raised to Power the Future of Offline Advertising

Ishveen Jolly

CEO and Co-Founder of OpenSponsorship

Ishveen Jolly, CEO and Co-Founder of OpenSponsorship: Over $5 Million Raised to Build the Future of Sports Influencer Marketing

Ori Entis

CEO and Co-Founder of Staircase AI

Ori Entis, CEO and Co-Founder of Staircase AI: $5 Million Raised to Power the Future of Customer Revenue Growth

Creating the Go to Market Category with ZoomInfo’s Bryan Law

CMO of ZoomInfo

Creating the Go to Market Category with ZoomInfo’s Bryan Law

Zack Rosenberg

CEO and Founder of Qortex

Zack Rosenberg, CEO & Founder of Qortex: $11 Million Raised to Build the Future of Video Analytics

Taylor Lint

CEO and Founder of Swantide

Taylor Lint, CEO and Founder of Swantide: $7 Million Raised to Revolutionize How Companies Design and Build Their GTM Infrastructure

Lars Grønnegaard Hansen

CEO and Co-Founder of Dreamdata

Lars Grønnegaard Hansen, CEO & Co-Founder of Dreamdata: $12 Million Raised to Build the Future of B2B Revenue Attribution

Andrew Forman

Founder of Givz

Andrew Forman, CEO of Givz: $3 Million Raised to Make Donating, Not Discounts, eCommerce Brands Ultimate Growth Lever

Helen Chong

Head of Growth of Puzzle

Helen Chong, Head of Growth at Puzzle: Collaborating with Founders – Insights for Effective Marketing Alignment

Marc Bernstein

CEO and Founder of Balto

Marc Bernstein, CEO and Founder of Balto: $52 Million Raised to Power the Future of Contact Centers

Rajat Mishra

Founder & CEO of Prezent

Rajat Mishra, Founder & CEO at Prezent: Over $24 Million Raised to Build the Presentation Productivity Platform Category

Michael Bamberger

CEO and Founder of Tetra Insights

Michael Bamberger, CEO and Founder of Tetra Insights: $7 Million Raised to Power the Future of Qualitative Research