Kevin started out on the web as a UNIX & database administrator in 1996. He’s now a sales & strategic marketing executive with deep domain expertise in marketing & sales intelligence, Enterprise SaaS, Digital Marketing, Social Media and IoT. He has 25 years of Sales, Marketing & Product leadership experience with firms serving G2000 brands and agencies. He’s led go-to-market for Software (SaaS), Professional Services and Hardware-enabled SaaS companies. He has significant M&A experience and is a key member of diligence, acquisition and post-integration teams for three successful transactions. Kevin is also an early-stage investor, mentor and entrepreneur, as well as an avid technologist. He spends spare time tinkering in all things internet, mobile & media-related.
This episode features a conversation with Kevin Tate, the CMO at Clearbit. With extensive experience in enterprise SaaS, eCommerce, digital marketing, and social media, Kevin offers valuable insights on the shifting economics of demand generation driven by changes in the market. He also emphasizes the significance of timing in brand awareness building, highlighting its pivotal role in today's business landscape.
“When things were really frothy, you could be more sure that someone who came across your content ad on Facebook or Instagram might be in the market. Now, it's less likely that they're ready to buy but it's just as important as a brand to be building awareness so that you're top of mind when the time is right.”
* (01:30) - Meet Kevin Tate, CMO of Clearbit
* (04:00) - Navigating changes in shifting markets
* (15:00) - Kevin’s uncuttable budget items
* (33:00) - How do you show ROI from mid-funnel content?
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