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Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today’s episode, we’re speaking with Max Goldstein, Head of Marketing & Strategy at Stakeholder Labs, an investor relations platform that has raised over $4 Million in funding. 

Here are the most interesting points from our conversation:

  • Max’s Passion for Marketing: Max discusses his early fascination with marketing and innovation, highlighting how marketing acts as the “tip of the spear” for introducing new ideas and concepts to the market.
  • Challenges in Cannabis Marketing: Reflecting on his experience in the cannabis and hemp industry, Max touches on the unique challenges of marketing within heavily regulated spaces and how these obstacles enriched his marketing expertise.
  • Stakeholder Labs’s Mission: Max explains the genesis of Stakeholder Labs, focusing on the lack of connectivity between public companies and their shareholders, and how their platform aims to fill this gap by enhancing shareholder engagement.
  • The Importance of Content Marketing: Through discussing a blog post on Mark Zuckerberg’s PR strategies, Max emphasizes the role of content marketing in thought leadership and the impact of direct CEO-investor engagement on corporate communications.
  • Defining Community Marketing: Max offers his perspective on community marketing, distinguishing it from audience building by its focus on deeper engagement and relationship building with key stakeholders.
  • Launching “After Earnings” with Morning Brew: Highlighting the strategic partnership with Morning Brew, Max shares the launch of “After Earnings,” a show designed to facilitate direct engagement between public companies and retail investors, showcasing Stakeholder Labs’ innovative approach to investor relations.



Leverage Regulatory Challenges as Learning Opportunities:

Max's experience in the cannabis and hemp industry, where marketing faces numerous restrictions, underscores the importance of creativity and innovation in overcoming regulatory hurdles. B2B tech founders can apply this principle by viewing regulatory challenges not as barriers but as opportunities to differentiate and refine their marketing strategies.

Embrace Direct CEO-Investor Engagement:

The discussion around Mark Zuckerberg's new PR strategy highlights the evolving landscape of corporate communications. Founders should consider direct engagement with their stakeholders through platforms where their audience spends time, humanizing their brand and aligning with the interests and values of their community.

Invest in Community Marketing:

Community marketing is about building deeper relationships with your stakeholders. Founders should focus on engagement metrics beyond likes and views, cultivating a community that actively participates, provides feedback, and evangelizes the brand.

Prioritize Feedback and Engagement in Product Development:

Max emphasizes the importance of talking to customers and community members early and often. This engagement is crucial for refining product-market fit, ensuring that development efforts align with the actual needs and desires of the target market.

Utilize Content Marketing for Thought Leadership:

The success of Stakeholder Labs' blog post on Zuckerberg's engagement strategy illustrates the power of well-researched, insightful content in establishing thought leadership. Founders should invest in content that not only promotes their products but also pushes their point of view into the market, educating and engaging potential customers and investors.