Christelle Flahaux
Five Seconds to Wow Somebody: Two Decades of Demand Gen Secrets
Christelle lays out her approach to category creation and why content and analyst relations play key roles in marketing an emerging category. She also discusses why the CMO’s job is to be a listener, the content value of podcasting, and how to do ABM with food trucks.
FortressIQ is the creator of a cognitive automation platform that powers and accelerates digital transformation through imitation learning. Using an innovative type of AI that combines computer vision, natural language and sequence modeling, FortressIQ learns how a business functions through live activity analysis. By radically lowering the cost, effort and time required to document business processes, enterprise organizations can use FortressIQ’s platform to quickly gain the insights necessary to improve business operations and implement automation. The FortressIQ platform automatically discovers, maps, and documents all the digital processes executed by an organization’s workforce. From web-based apps, to legacy systems, virtual desktops & green screens, we eliminate the need for APIs and access to event logs, requiring no configuration and zero integration, delivering a time to value in weeks. With AI-driven technology, the discovery method generates process documentation automatically, allowing customers to map processes in record time, and transparently providing the most holistic view of their current state digital operations. Founded in 2017, FortressIQ is backed by Lightspeed Venture Partners, Boldstart Ventures, Comcast Ventures and Eniac Ventures.
INDUSTRY
Information Technology & Services
FOUNDED
2017

Guest Bio

Christelle Flahaux is the Vice President of Marketing at FortressIQ. She is a seasoned professional drawing on two decades of experience in customer and field marketing, including senior leadership roles at some of the tech industry’s most recognized and fastest-growing B2B companies. Her experience spans across all areas of marketing, including marketing operations, forecasting, market analysis, and lead generation. She joined Host Analytics in 2017 and served as chief marketing officer, where she is chartered with driving the overall go-to-market strategy for the company—working collaboratively with regional teams to develop creative sales and marketing programs that increase sales, value, and differentiation across markets.

Prior to Host Analytics, Christelle was the vice president of customer field marketing at Domo where she built a global field marketing organization to support the growing enterprise sales team, proving field marketing ROI, and ushering in a new age of customer advocacy and customer lifecycle management. Other career highlights include her time with Ariba, first in field marketing then running demand generation globally, where she tapped into early iterations of ExactTarget’s email marketing platform and Omniture’s web analytics software. From there, Christelle went into the human capital management space with Taleo, then worked for Marketo developing their early outbound efforts, now called Account Based Marketing, before moving to Jive Software, overseeing field and international marketing as well as demand generation.

Episode Summary

This episode features an interview with Christelle Flahaux, Vice President of Marketing at FortressIQ, a pioneer in the burgeoning field of process intelligence.


Christelle is a seasoned professional drawing on two decades of experience in marketing, including senior leadership roles at some of the tech industry’s most recognized and fastest-growing B2B companies. Prior to joining FortressIQ, she served as CMO of Planful, formerly known as Host Analytics.


On this episode, Christelle lays out her approach to category creation and why content and analyst relations play key roles in marketing an emerging category. She also discusses why the CMO’s job is to be a listener, the content value of podcasting, and how to do ABM with food trucks.

Key Takeaways

  • Category creation means spending time with analysts and making it seem like it was their idea.
  • Use analyst relations as a demand gen engine and treat it like a budget item.
  • Repurpose your content. 

Quotes

“Growing up in demand gen, I never realized how important analysts were…But what I've realized is that the relationship that you have with the analysts, being on their radar, always being in front of them, being a customer of some sort–I think that to me is uncuttable now. Six or seven years ago I would not have even brought up analysts, but I think analysts are very important.”
“I'm a huge fan of repurposing content. Do one thing and create six or seven pieces of content…I think that's what a lot of marketing teams get wrong is they always start with a fresh piece of paper…But it's not always about creating something from scratch.”
“The website's the front door to any company. You think about someone's first interaction with you as a potential vendor, and it's the website…You've got five seconds to wow somebody.”
“80% of people have probably already done their homework…And if they want to talk to you, they're going to reach out, which is why conversational marketing and chat is so hot right now, because it is such a low barrier to entry for me [as a prospective customer] to have a conversation with somebody and set up a demo. I just want to see the product. Period, end of story. Don't pitch me, don't ask me what my problems are, I already know what my problems are.”
“[My advice to a first-time CMO is] just listen. Do what you can to listen to the salespeople and to your customers. Before you do anything, make sure you understand your current state, what is actually happening, where you need to focus. And the only way you can do that is to be a listener. I say my first 30 days are usually spent as resident therapist for a lot of people because they always want to tell the new person what's wrong and how they would fix it. It's your job to understand the lowest common denominator and work your way through that list.”

Episode Transcript