S1 E4: Scaling a Customer-Centric Remote Marketing Team: Insights from Help Scout's VP Marketing

Kristen Bryant Smith

VP of Marketing

Bio

Kristen Bryant Smith is on a never-ending mission to make B2B marketing fun. She currently leads the Marketing Team at Help Scout, overseeing Content, Creative, Partner Marketing, and Demand Generation. Help Scout’s customer support platform equips teams with the tools and technology they need to delight their customers.

Before joining Help Scout, Kristen spent three years at Wistia—a software company that empowers businesses to build their brands through video. While there, she contributed to a range of strategic initiatives, including launching a new business line from the product side and supporting the creation, execution, and promotion of Wistia’s long-form video series.

Prior to her work in SaaS, Kristen’s experience spanned higher education, financial services, and digital product development—enriching student life, creating digital content, and building intuitive apps for businesses.

She studied sociology at Wake Forest University, where she also spent much of her time in the theatre. Originally from Georgia, Kristen moved to Boston in 2013 and now splits her time between Charlotte, NC and Cape Cod. She’s passionate about creating content, coaching others, and facilitating meaningful conversations—and has even been told the camera loves her.

Kristen Bryant Smith is on a never-ending mission to make B2B marketing fun. She currently…

Company:

Help Scout

Location:

Charlotte, North Carolina, United States

Description:

Help Scout is the support platform that helps 12,000+ businesses delight and retain more customers across all their support channels. On LinkedIn, you’ll find everything we’re learning along the way—from front-line customer service insights to tips on customer-first culture, with some laughs sprinkled in for good measure. Hit follow to join thousands of support pros and leaders at customer-centric brands who are learning, sharing, and growing together. The customer experience is simple and training staff is painless, but Help Scout still has all the powerful features you need to provide great support at scale. With best in-class-reporting, an integrated knowledge base, 50+ integrations and a robust API, Help Scout lets your team focus on what really matters: your customers. Help Scout is trusted by 12,000+ customers in over 140 countries, including Buffer, GrubHub, AngelList, and Timbuk2.

Help Scout is the support platform that helps 12,000+ businesses delight and retain more customers…

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Highlights

In this episode of Unicorn Marketers, Kristen Bryant Smith, VP of Marketing at Help Scout, shares her experiences in leading a remote marketing team for a customer support software company. Kristen discusses Help Scout’s customer-centric approach, the importance of maintaining a strong culture in remote teams, and how her team fosters innovation while delivering a seamless customer experience.

Key Topics Discussed:

Help Scout’s customer-centric marketing approach in a remote-first environment.
Building a strong, unified culture across a fully remote marketing team.
Aligning marketing efforts with customer success to enhance overall brand value.
The importance of collaboration between marketing and customer support teams.
Strategies for maintaining productivity and creativity in a distributed team.
Challenges in managing cross-functional teams remotely and how to overcome them.
Fostering innovation within a customer-first mindset in remote marketing operations.