Dan Frohnen, CMO at Sendoso, joined me on the Modern Startup Marketing podcast. Sendoso was founded in 2016, they've raised Series B ($54M total), and have ~370 people. Sendoso provides new ways to engage with customers throughout the buyer journey, including with personalized gifts, branded swag, eGifts, Cameos, virtual experiences & more. This directly impacts pipeline and revenue. Here’s what we covered: How to approach gifting prospects effectively (to help with relationship-building, reminders, and just as a nice surprise); What marketing was up to 1.5 years ago when Dan joined a team of 4 people; Why Brand and Demand is synonymous; What the marketing team looks like today (7 distinct groups); How to think about the marketing team vs. SDRs for pipeline coverage; How Sendoso uses an account-based approach involving SDRs, Marketing, and AEs; The customer journey is not linear, but your messaging and value props must be consistent at all touch points; Education creates urgency with prospects; How different companies like Sendoso and Gong are killin' it with engagement/gifting plays; Sendoso's philosophy around marketing - don't focus on the channel, focus on the engagement; Which marketing channels are working really well for Sendoso; How Sendoso uses pillar content and thought leadership which amplifies their organic SEO; How Sendoso leverages their exec team for PR and thought leadership; Dan's approach with his team, to help them feel comfortable with being uncomfortable; Marketing's approach throughout COVID - educate, educate, educate; Creating brand "micro-moments"; Dan's experience at Skedulo (Series A) and hitting revenue milestones to help bring in $28M (Series B); Failures that have helped shaped how Dan leads as CMO. You can find Dan on LinkedIn: www.linkedin.com/in/danielfrohnen Find out more about Sendoso: www.sendoso.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

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