The RevTalks Podcast: Mari Ström on Successful Startup Marketing

What does it take to be a successful startup marketer? On this week's episode of the RevTalks Podcast, we sat down with Mari Ström, Head of Marketing at Canopy, to find out.

Louis Abate | Head of Marketing
February 29, 2024
min read

In this episode of the RevTalks Podcast, we sat down with Mari Ström, Head of Marketing at Canopy, a data composability platform for backend engineers. This episode is all about startup marketing and the importance of understanding your audience, leveraging data, and creating relatable and memorable marketing campaigns. We also discuss the frequently debated balance between brand and demand and the importance of building trust and credibility.


Tricks of the Trade for Success
The Importance of Understanding Data
What Makes a Great Marketing Campaign
Brand vs. Demand in Startups
Influential Marketers and Leaders
Recommended Podcasts and Trends

In This Episode

Host Louis Abate: "Everyone knows that brand is super important, but when you're talking about a startup, you know, where does that come into play and how do you invest and what are some of the things that you do to help bolster that brand awareness at these early stage companies?"

Mari Ström: "It's funny that you say that because as a startup marketer myself right now, it's like, I'm having to choose which path to take, right? Brand versus demand. And right now, no one knows who we are. We're a brand, we're a new brand, right? But we need demand and we need to drive pipeline at the end of the day."

"I've got to focus on driving revenue, right? And so when I think about the importance of driving that demand, we need to be able to have an open brand is super important because it's overarching, helps to legitimize the value that you're bringing to your customer, what your platform does, you know, at the end of the day, what it solves for, whether that's a developer or a marketer or a salesperson."

"I would say that, you know, brand is, we are thinking about brand at an early stage. Thinking of it should really be about what is the value that you deliver? How do you solve that problem? Right?"

Host Louis Abate: "What do you think makes a great marketing campaign?"

Mari Ström: "Campaigns that tell a story that's relatable and unforgettable are the best campaigns. It's got to be a relatable story. So is it talking to your audience, is there like a memorable hook that you can understand? And I think Apple and Google and Microsoft and Meta do those things really well. And those campaigns can drive, if it's a relatable story and it has that hook that's connecting with your audience, it could drive tremendous brand awareness and enable your audience to respond to your call to action. That has to be really authentic, but I think that would make a huge impact in how your campaign performs."

About The RevTalks Podcast

RevTalks: Where Marketing, Demand Generation, and Sales Leaders Reveal Their Secrets to Success

Tune in every other week to hear real conversations from B2B marketing leaders about the art and science of creating, capturing, and driving demand, pipeline, and revenue.

No more random acts of marketing.

Pipeline & Revenue Predictions, Attribution and Funnel Intelligence in one place.
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