184: Marketing a Unicorn with Pendo CMO, Jake Sorofman

During this 184th episode of “Marketing Today,” host Alan Hart interviews Jake Sorofman, the chief marketing officer at Pendo, in front of a live audience.  Before Pendo, Sorofman was the vice president and chief of research at Gartner.In October of 2019, Pendo became a newly minted "unicorn" with a valuation of over $1 billion, and a recent injection of $100 million in venture capital. Sorofman shares more about Pendo and what marketing looks like at scale and exceptionally high growth rates.The real goal for Pendo was to "build a billion-dollar company, a company that has lasting and enduring value in a community, creates lots of jobs, and delivers value to customers."   Pendo is an "integrated set of tools that help digital product teams make better decisions and create better experiences in web and mobile apps."  Learn from the incredible growth of Pendo and the experience of Sorofman through that fast growth and an expanding organization.Highlights from this week's “Marketing Today”: The Life of the CMO of a "Unicorn company" 02:39What do you do with $100 million? 03:17Defining Pendo and its role in the market? 04:21The three major target markets for Pendo. 05:19The landscape of marketing at Pendo. 07:02The importance of "events" in marketing. 07:56Jake's insight into "performance marketing" and "brand marketing." 09:03Advice for other fast-growth companies. 10:20Triple, Triple, Double, Double, Double: the rate of growth for Pendo 10:50The four keys to making marketing "more valuable." 11:32The importance of discussions at the "executive table." 13:40The current "state of talent" in the marketing industry. 14:40How to be successful as Chief Marketing Officer. 15:55The key to earning the right to your audience's attention. 16:38The importance of content marketing in your toolbag. 16:55Resources Mentioned:Pendo's WebsitePendomoniumProductCraft Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.