Ep #143: ActiveCampaign Balances Automation with Product Experts to Guide Buyers to Purchase w/ Shay Howe, CMO of ActiveCampaign

The Marketer's Journey

On this episode of The Marketer’s Journey, I interview Shay Howe, CMO of ActiveCampaign. He lets the audience in on his unique career journey so far, including how he’s had multiple diverse roles that have all touched go-to-market strategy, but often from more of the design or product perspective. Shay also shares how he landed his current role as CMO by sticking to what he loves, and the benefits of a product-led growth strategy.

Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, and Google Podcasts!

Key takeaways from this episode:

• There’s wisdom in letting go. When he transitioned in his current role as CMO, Shay inevitably had to let go of control when it came to some of the elements he had worked so closely on for so long, including design. Shay reminded us that letting go doesn’t happen overnight—it’s all part of evolving into a leadership role.
• Stay engaged. With the marketing world continuing to change a mile a minute, CMOs need to constantly stay on their toes to roll with the punches. Shay says part of his strategy as CMO is to constantly be re-evaluating your plans to see if they make the most sense in the current climate.
• Embrace automation while retaining humanity. Shay believes there’s a sweet spot to be found between leveraging AI to be more efficient and adding a human touch to every customer interaction. Every touchpoint within the customer journey is crucial, so it needs to feel personalized every step of the way.

Learn more about ActiveCampaign here: https://www.activecampaign.com/

Learn more about Shay here: https://www.linkedin.com/in/shayhowe/