Srinivasan: Sending physical direct mail to buyers' homes is highly effective
Kady Srinivasan · How Top CMOs Drive Growth in the Age of the Self-Serve Buyer | Klaviyo, Talkdesk, SmartBear CMOs · Dec 1, 2022 · at 43:47
Kady Srinivasan (CMO of Klaviyo) responds during a rapid-fire Q&A on non-AdWords lead generation channels at SaaStr Annual.
0:00 / 0:10exact quote · 10.7s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“Talking about throwing old marketing playbooks out of the window, direct mail is actually very effective. Strangely enough. Direct mail. Like sending mail to people's homes.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Kady Srinivasan
Srinivasan: Late tech adopters reject both aggressive sales and pure self-serve
“As you start to go away from that early adopter persona to the late adopter persona in the, you know, the crossing the chasm kind of a paradigm, You start to encounter personas who don't quite want to be sold to. They don't want to engage with the salesperson.…”
Srinivasan: Buyers do not believe self-published customer quotes on company websites
“One thing we found out was when you add reviews to your website, if it comes from you, People don't give a shit. Because they don't believe it. So you don't go around saying, my customer said this to me, and I'm going to put it on the website. But when you put…”
Srinivasan: Performance Data Cannot Change Consumer Minds Without Brand Storytelling
“I can't really change any consumers' minds with all of that stuff. If I really need to understand customers' aspirations and figure out how to emotionally resonate with them, I really need to understand brand.”
Srinivasan: CMOs Must Distill Founder Visions Into Actionable Operational Milestones
“What I have found over and over is if you have a founder or a CEO with a particularly large vision, they're thinking 20 years out. They're thinking big, far reaching, you know, wide kind of visions, and it's the job of the CMO to bring it down to the one year,…”
Srinivasan: High-Growth Marketing Leaders Must Discard Their Playbooks Every Six Months
“In the last three companies I've been at, every single time, six months in, I'm like, okay, throw out this new, this old playbook, we have to create something new. Because you are outgrowing that playbook so quickly that you have to be very agile in thinking a…”
Srinivasan: Lightning-Speed Decisions In Hyper-Growth Often Require Intuition Over Data
“Intuition is extremely, extremely critical, particularly in a high growth environment when you're having to take almost like lightning speed decisions on in some areas. You don't have the data. Every problem is new.”