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Episode 30: Turning Crisis into Opportunity: Using Data-Driven Insights in B2B Marketing | Courtland Goldengate
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In this episode of Interesting B2B Marketers podcast, Courtland Goldengate, Marketing Director at Snowflake, discusses his data-driven approach to the 2007 subprime mortgage crisis, highlighting how he leveraged data insights to identify customers and engineer successful marketing campaigns.
Courtland and Steve explore the power of data in gaining valuable insights and a competitive market advantage. They stress the role of an analytical background and the importance of sharing original data for exposure and media coverage. The conversation also covers Courtland's experience in marketing a web filtering product initially designed for consumers but eventually finding a lucrative business use.
They discuss the use of data in upgrading customers to a new business plan and the challenges involved. Lastly, they touch on the nuances of marketing to individuals versus organizations and the significance of fostering quality conversations at trade shows.
Follow Courtland and Steve on LinkedIn.
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