Episode 104: Perspectives in Marketing Principles and Careers from a Unicorn CMO with Paul Cowan of FreshBooks

Paul Cowan, Chief Marketing Officer at FreshBooks joins the podcast. The startup recently achieved unicorn status after obtaining $130 million in funding.

Cowan shares that the product must be aligned with the customer experience. He thinks marketing should be more actively involved in this. Being able to connect the customer insights with the product ensures a better experience. It also allows you to stay the course to develop raving fans.

On a personal note, Cowan shares his career journey. Moving from employee to founder and exploring startups and enterprises was the path he took. Whilst not setting out to do so, he has expanded his skills by going through this cycle. He recommends that you choose a company that you feel passionate about because that can fuel you to go further. It makes it seem less like work and more like doing what you love. 

Cowan believes that sales and marketing should work together on telling the story of the company and the product. Sales delivers the story while marketing helps create that story. He talks about the case study of the Dollar Shave Club in a market where product innovation is practically absent. With tight pricing, the differentiator was ads that spoke to the audience in a way they could identify with. 

Gain a clearer understanding of the importance of marketing and a marketing career from a unicorn marketing leader’s perspective.

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