How does ActiveCampaign get customers?
They come to them.
Ok, it’s not that simple.
But, Shay Howe, Chief Marketing Officer at ActiveCampaign, is well aware that a large part of their business is self-serve.
Which means he has to think about marketing a little differently.
We discussed the collaborative and transparent approach across the entire business, eNPS scores, hiring an ActiveCampaign customer to run social, and why signal-to-noise matters.
What you’ll read here are words. Some Shay’s. Some mine.
— Brendan
PS – No bullshit, this is the tenth of these that I’ve done and if you’re a CMO of a large marketing team (30+), you’re about to get answers to ALL of your current frustrations.
Below, we’ll explore:
ActiveCampaign’s top performing marketing channels
Taking a top-down versus a bottom-up approach
Why it’s worth making sure marketing is NOT a service org
Why Shay moved sales enablement, design and product marketing out of the marketing org
The mistake most CMOs make when hiring
The importance of employee health
CMOs being blind to the idea that a lot of their business is through self-service