Elena Verna: prediction

Transcript context

…Let's talk about marketing. That's something else you've written about is just marketing is changing in a big way, their role in growth. How does marketing play a role in all of this? On one side, marketing channels are changing. On the other side, marketing's involvement into everything that product does is changing. And then number three, I think even marketing organizations in terms of where they hire the most are changing as a result as well. So I'll talk about second one first, just because we just talked about shipping, and that is... Yeah, you still have your product marketers, you still have your channel managers. But they focus more on the big things and the narratives. Although it's difficult, because the narrative even changes all the time. As these functionalities come through, usually you can come up with a positioning and messaging, and you can have it for years and create all of the campaigns around it. Now, you have it for three months, and then the product changes. So the cycles here are really, really short. And for smaller changes, because cycles are so short, they spend so much time actually focusing on it as they should. But some of these smaller changes just cannot be supported by marketing. You have to delegate it to your product and engineering team to do their own marketing, because otherwise, again, you'd have to have an enormous marketing team in order to support it all. But at the same time, channels in which marketing right now works I think are changing quite a bit. And not enough people I feel like are freaking out and talking about it, as opposed to moving just in the same direction over and over again. And the changes that I'm seeing is that it has been very clear to me that when you're talking about marketing organic strategy, if you asked me that five years ago, I would've said that's SEO. It's search engine optimization. Go on Google, that's your organic marketing strategy. If you ask me what's your organic marketing strategy right now, to me it's all about social. Which is what is my CEO posting? What is my team posting? What is my creator economy doing? Influencer marketing, and across all of the social platforms. That is my organic, which is... That one's paid, to be fair. But when I think about organic, there is still a lot of that word of mouth. What are my users posting on social? What are they talking about it? What are they sharing? Which is a mind shift, because I've been always... Especially in B2B, so focused on search. And now I feel like it's been completely pushed even further into consumerization territory, and it has become all about social no matter how B2B you are, because that's where eyeballs are at. That is fascinating. And so when you talk about socials, what are you finding is most helpful? Is it Twitter/X? Is it LinkedIn? Is it YouTube, TikTok, Instagram?…

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