#162: Events | Using VIP Dinners to Drive Pipeline with Natalie Taylor

6 snips

Jul 29, 2024

Natalie Taylor, Head of Marketing at Capsule, shares her inspiring journey from layoff to her dream job, leveraging LinkedIn for networking. She dives into the success of her intimate dinner strategy, which fosters genuine connections and drives business growth. Natalie also discusses the challenges of measuring influencer campaigns in B2B, her detailed approach to product launches, and the importance of aligning marketing and product teams. Her insights on transitioning to a product-led growth model are particularly enlightening for marketers.

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INSIGHT

Product Passion

Using the product you market makes you a better marketer and builds credibility.
It allows you to offer valuable insights and understand customer pain points firsthand.

ADVICE

Launch with Video

Create a launch video to define your product's story and messaging.
This video should be the core asset of your launch, informing all other marketing materials.

ADVICE

Influencer Leverage

Leverage influencers with built-in audiences for distribution, especially during launches.
Partner with creators whose content aligns with your campaign and target audience.

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Dave is joined by Natalie Taylor, Head of Marketing at Capsule. Natalie shares her journey from getting laid off to finding her dream job through LinkedIn, and how she’s now building meaningful customer relationships through intimate in-person events at Capsule.

Natalie and Dave cover:

The “intimate dinner strategy” Natalie is running and how it drives growth for Capsule
Challenges to measuring influencer campaigns in B2B and her approach to choosing who to work with
Her step-by-step process to a successful product launch

Timestamps

(00:00) - - Intro
(06:49) - - Natalie’s Marketing Career Path
(10:56) - - Loving the Product Makes You A Better Marketer
(13:50) - - Product Launches and Growth
(15:49) - - Keys to a Successful Video Strategy
(18:52) - - Coordinating Launch Projects with Marketing and Product
(24:36) - - B2B Influencer Outreach
(29:48) - - Influencer Measurement Challenges
(34:53) - - Curated Dinner Strategy
(38:28) - - Lead Generation and Outreach with Apollo
(48:27) - - Transitioning to Product-Led Growth
(53:47) - - Working with the CEO

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