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Podcast

Brand Building in E-commerce vs. SaaS, Being a Weird Marketer, and Hiring Scrappy Marketers with Alexa Kilroy

Brand Building in Ecommerce vs SaaS, Being a Weird Marketer, and Hiring Scrappy Marketers with Alexa Kilroy

In this episode, Alexa Kilroy, the Director of Marketing at stay.ai discussed her journey into marketing, her unique approach to learning and marketing, the importance of branding, the direction of marketing in the industry, building a B2B brand, prioritizing marketing initiatives, content marketing, staffing the marketing team, and the qualities they look for in marketers. 

She also touched on the connection between teaching and marketing and the challenges of dealing with notification fatigue. Alexa’s journey from education to marketing is as fascinating as it is inspiring, and her unique approach to marketing is something I believe we can all learn from.

Topics

  • Transition to Brand and Marketing Leadership 
  • The Weird Marketer 
  • Measuring Brand Efforts 
  • Marketing Strategies: Brand vs. Revenue Focus
  • Building a B2B Brand in Today’s World
  • Content Marketing as a Revenue Driver 
  • Building an Adaptable Marketing Team Culture
  • Notification Fatigue and the Need to Take a Break
  • The Power of Being Authentic and True to Oneself

Listen to the podcast:

Key Takeaways:

[00:04:13 Transition to Brand and Marketing Leadership] 

Alexa shares her experience as the Head of Brand at Triple Whale and her decision to join stay.ai as the Director of Marketing, highlighting her journey from a creative role to a leadership position in marketing.

[00:08:47] The Weird Marketer 

Discuss her unique approach to marketing, being both data-driven and creative.

[00:14:08] Measuring Brand Efforts 

About measuring the success of brand marketing efforts, and explains the use of surveys, qualitative and quantitative data, and event participation as indicators.

[00:21:27] Marketing Strategies: Brand vs. Revenue Focus 

Discussion on the different approaches companies take in marketing, either focusing on brand building or revenue generation.

[00:27:27] Building a B2B Brand in Today’s World

Exploring the process of building a B2B brand, using AI or Triple Whale as an example, and the importance of understanding the target audience, competitive landscape, and differentiation.

[00:35:54] Content Marketing as a Revenue Driver 

Content marketing is essential to educate and convince people that subscription can unlock untapped revenue.

[00:42:29] Building an Adaptable Marketing Team Culture 

Valuing adaptability and growth mindset, and considering scrappiness as a positive trait in potential hires when staffing.

[00:53:51] Notification Fatigue and the Need to Take a Break 

Discussion about feeling overwhelmed by notifications and the need to take a break to recharge.

[00:56:48] The Power of Being Authentic and True to Oneself 

Reflecting on the impact of being authentic and true to oneself, and how it can lead to respect and success in the long run.


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David Khim

David is co-founder and CEO of Omniscient Digital. He previously served as head of growth at People.ai and Fishtown Analytics, and before that was growth product manager at HubSpot where he worked on new user acquisition initiatives to scale the product-led go-to-market.