Building Your Owned Audience for B2B Marketing - Anthony Kennada

RevOps FM

You may have heard the phrase, "every company is a media company"—but what does this actually mean for B2B?

How do you go about building an audience, what content should you use, and how should you measure it?

Here to answer these questions is category-creating CMO and founder, Anthony Kennada. He helped pioneer the category of customer success as founding CMO at Gainsight, and today is helping B2B companies develop owned audiences as CEO of AudiencePlus.

Anthony is a great marketer who has thought deeply about how brands should develop relationships with audiences for the long term. This wide-ranging conversation explores many facets of how to put this into practice.

Thanks to Our Sponsor

Many thanks to the sponsor of this episode - Knak.

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About Today's Guest

Anthony Kennada is the co-founder and CEO of AudiencePlus—building software, content, and community to help every company become a media company.

Prior to founding AudiencePlus, he served as the CMO of companies like Hopin, Front, and Gainsight. At this last company, he and his team are credited with creating the Customer Success category.

Anthony is also the author of Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love, which debuted as a number one new release on Amazon.

https://www.linkedin.com/in/akennada/

Key Topics

• [00:00] - Introduction
• [01:43] - Evolving through growth stages at Gainsight
• [06:40] - Category creation
• [14:09] - Why should every company be a media company?
• [24:31] - Metrics for audience marketing
• [34:47] - Partnering with content creators
• [40:25] - Edutainment
• [44:29] - Golden Hour

Thanks to Our Sponsor

Big thanks goes out UserGems for sponsoring today’s episode.

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Resource Links

• Why Every Company is Becoming a Media Company | AudiencePlus

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