How to Think About the Relationship Between Brand and Demand Generation with Lisa Sharapata

Welcome to another episode of Three Minute Marketing, where we interview some of the world’s best and brightest growth marketers across different channels. I’m super excited to be joined by Lisa Sharapata, an impressive marketer. She’s currently VP of Marketing at MindTickle, a platform that helps revenue leaders accelerate ramp time and improve performance using data-driven readiness to develop winning sales teams. Before that, she was running best of breed teams at Teradata, Aprimo, and most recently 6sense. My question for her is, “How do you think about the difference between brand and performance in your mind? How did you make the transition from brand to user acquisition? Tell us a little bit about your story and how you came to be the ninja that you are.” Show Notes: * Brand is much more than the colors, logo, or font. * You have to think about the whole customer experience, including what they say about you when you’re not around and the follow-up process after they purchase to make sure they’re satisfied, continue to buy, and tell others about you. * Often, changing the font or the picture isn’t going to fix the business problem. She likes to think about the business more holistically. You need to know various factors, like who your target audience is and the problem you’re trying to solve. * It doesn’t work well if you’re not thinking about the entire experience you’re building and how it affects growth.