Lightning Strikes - Pulling Yourself Above the “Visible Line” with a Small Budget - Pipeline Visionaries

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Demand generation CMO pipeline visionaries marketing lightning strikes chief marketing officers

Episode notes

This episode features an interview with Melton Littlepage, the CMO at 1Password, a password manager trusted by businesses and consumers alike. In this episode, Melton shares his thoughts on building big bets into your budget and how the lightning strike strategy can increase awareness, even on a limited budget. He also talks about how he’s structured his team to create harmony with sales and the importance of focusing on expansion marketing. Key Takeaways: The lightning strike strategy, spending a large portion of your marketing budget on a message over a number of weeks, can increase awareness better than spreading your budget evenly across the year. CMOs can be very focused on acquisition, but they should not forget to focus on expansion marketing and the value they can generate there. One-on-one sales and marketing partnerships can help ensure both teams are on the same page and operating in harmony. Quote: I'm a huge believer in lightning strikes. Lightning strikes are so important to us.

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