Discovering Your Ideal Customer Profile with Kevin Tate, CMO at Clearbit
- Author
- Ian Faison, Caspian Studios, Kevin Tate, Clearbit, Qualified
- Published
- Tue 25 Jan 2022
- Episode Link
- https://www.qualified.com/podcasts
This episode features an interview with Kevin Tate, Chief Marketing Officer at Clearbit, a marketing data engine for customer interactions that helps businesses grow. Kevin has more than 24 years of sales and marketing experience as a 2-time CRO and 3-time CMO, and has held many other senior leadership roles throughout his career.
On this episode, Kevin discusses the importance of speed when it comes to capturing customer intent, marketing’s role in creating a compelling promise for a company’s product, and why websites need to look to mobile-first experiences as inspiration sooner rather than later.
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"...the idea of the ideal customer profile is maybe a sort of 101-level content, right? It is really foundational to how companies think about, understand, and act on their ideal customers. But, as we look at sort of the 201 and 301 levels, it's about how to actually focus my funnel on my ICP and then, how do I do it in a way that's consistent through acquisition, conversion, and operations so that I can actually measure and optimize? ... So, again, thinking about how [the ICP] goes from foundational to the edge of where people are pushing the boundaries is what keeps it fun." - Kevin Tate
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Episode Timestamps:
*(2:00) - Kevin’s role at Clearbit
*(3:12) - Kevin’s first job in demand gen
*(5:00) - Segment: Trust Tree
*(9:18) - Clearbit’s buying committee and personas
*(15:46) - Segment: The Playbook
*(25:10) - Clearbit’s event strategy
*(26:49) - How Kevin views Clearbit’s website
*(33:04) - Kevin’s favorite campaign
*(34:43) - Kevin’s most cuttable budget items
*(36:30) - Segment: The Dust-Up
*(38:10) - Segment: Quick Hits
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Sponsor
Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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Links
Connect with Kevin on LinkedIn
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