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Highlights

 

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 Stephen Karaolis, Marketing Director at Cleary, an employee experience platform that has raised $7.5 Million in funding.

Here are the most interesting points from our conversation:

  • Transitioning to Marketing: Stephen’s move from public relations to marketing was motivated by the desire for more control and opportunities to spread messages without being dependent on reporters.
  • Evolution of PR: Over the years, Stephen has witnessed the PR landscape become more challenging, with fewer reporters and more budget cuts. This shift necessitated a more creative approach to PR, leveraging micro-influencers and other newer avenues of influence.
  • Importance of PR: Despite changes, Stephen emphasizes that PR will always be essential for brand safety, public messaging, and managing risks associated with AI and employee actions on social media.
  • Messaging-First Marketing: At Cleary, Stephen applies a messaging-first strategy, focusing on creating content that resonates deeply with their target audience, rather than fixating on specific marketing tactics.
  • Speed to Market: A key strategy Stephen employs is the rapid execution of marketing ideas, often going from concept to publication in a matter of days. This approach ensures that Cleary’s marketing remains dynamic and responsive to market feedback.
  • Empathetic Communication: Success in marketing, according to Stephen, requires empathetic and unselfish communication, prioritizing the needs and interests of the audience to create meaningful connections.

 

Actionable
Takeaways

Embrace Rapid Content Execution:

Act swiftly on insights and market feedback to create and distribute content, demonstrating the value of speed and relevance over perfection.

Prioritize Core Messaging:

Focus on the fundamental message you're communicating to ensure it aligns with market needs and brand value, rather than getting caught up in marketing buzzwords or tactics.

Explore Niche Pockets of Influence:

Identify and engage with micro-influencers and specialized platforms where your target audience congregates, leveraging these connections to amplify your brand.

Utilize Founder-Led Marketing:

Leverage the authenticity and passion of founders to communicate the company's vision and values, building trust and connection with potential customers.

Leverage Immediate Action and Agility:

Encourage a culture of action and flexibility, allowing for the testing of new ideas and strategies with the market serving as a feedback mechanism.

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