Marketing Magic That Turns Startups into Billion Dollar Acquisitions with Dan Lowden | Ep. #309

As a sales leader, have you ever felt disconnected from your marketing team? You're not alone. In fact, up to 50% of Chief Sales Officers believe they're going it alone when it comes to driving revenue. But it doesn't have to be this way.                                                     

In this episode of the Modern Selling Podcast, I sit down with Dan Lowden, CMO of Blackbird AI, to explore how sales and marketing can truly become a unified go-to-market team. With eight successful startup exits under his belt, Dan shares his proven marketing playbook for creating strategic customer relationships and driving exponential growth.

Building Trust Through Face-to-Face Connections

Dan emphasizes the critical importance of in-person events for building trust, especially in industries like cybersecurity where the stakes are high. He shares creative ways to maximize event impact without breaking the bank, including:

• Leveraging venture capitalist connections for cost-effective meeting spaces
• Sponsoring targeted events alongside larger competitors
• Featuring customer speakers to gain coveted speaking slots

The Marketing Playbook for Startup Success

Drawing from his extensive experience, Dan outlines key elements of an effective marketing strategy:

• Engaging customers to build trust and add value
• Creating content that showcases detailed problem-solving
• Participating actively in industry communities
• Aligning closely with sales to drive qualified leads

Fostering Long-Term Customer Relationships

Dan reveals his approach to creating lasting partnerships:

• Ensuring products deliver on promises and improve over time
• Reacting quickly to support customers during challenges
• Demonstrating ongoing value to justify renewals and even price increases.

For sales and marketing professionals looking to boost collaboration and drive results, this episode offers actionable insights from a seasoned expert. Don't miss Dan's tips on creating a unified go-to-market approach that positions your company for acquisition and long-term success.

Key Moments of This Episode

00:00:00 - Marketing's Value to Sales: Bridging the Gap

Many CSOs feel marketing isn't providing value, with up to 50% saying they're doing it alone. The key is building trust through regular engagement, providing valuable tools and assets, and demonstrating marketing's direct impact on sales opportunities and customer relationships.

00:06:37 - The Met Kiss: CMO's Secret Romance Novel

Dan Loden, CMO of Blackbird AI, reveals he published a romance novel called "The Met Kiss" during COVID as a creative outlet. This unexpected hobby showcases his multifaceted personality beyond his cybersecurity expertise.

00:10:06 - Building Successful Partnerships Between Sales and Marketing

Dan emphasizes the importance of a unified go-to-market team. Marketing should actively engage with sales, provide valuable tools, and directly contribute to customer acquisition. Regular communication and demonstrating marketing's impact on sales success are crucial for building trust.

00:15:22 - Leveraging Events and Community Engagement for Marketing Success

Dan shares strategies for effective event marketing, even on a limited budget. He highlights the importance of face-to-face interactions, sponsoring targeted events, and leveraging customer speakers for greater credibility and exposure at industry conferences.

00:28:18 - Creative Marketing Strategies: LinkedIn Posting Party

Mario shares an innovative "posting party" concept to drive engagement and build community. This low-cost strategy leverages AI tools for content creation and encourages participants to boost each other's posts, demonstrating creative approaches to marketing on a budget.

00:33:29 - The Marketing Playbook for Startup Success

Dan discusses his proven marketing playbook, developed over years of experience. It includes strategies for brand building, customer engagement, and creating market momentum. The playbook is adaptable and has contributed to multiple successful startup exits.

00:36:41 - Creating Strategic Customer Relationships

Dan emphasizes the importance of delivering consistent value through product performance and customer support. Building trust and demonstrating reliability, especially during challenging times, leads to long-term partnerships and customer loyalty across job changes.

About Dan Lowden

Dan Lowden is the CMO at Blackbird.AI and leads the company’s strategic marketing efforts, including demand generation and brand leadership. He has over 20 years of strategic experience at the executive level. He has served as CMO at cybersecurity firm HUMAN Security (acquired by Goldman Sachs), named one of the TIME100 Most Influential Companies of 2023. Lowden also served as the CMO at Digital Shadows (acquired by Reliaquest) and, before that, CMO at Invincea (acquired by Sophos) and VP of Marketing at vArmour (acquired by Night Dragon). He has held marketing leadership positions at Wayport (acquired by AT&T), IBM ThinkPad (acquired by Lenovo), NEC Technologies, and Sharp Electronics. Lowden holds an MBA in International Business from Rutgers Graduate School of Management and a Bachelor of Science from Rider University.

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