Hila Segal is the VP of Product Marketing at Clari. She has more than 15 years of experience designing and executing GTM strategies for innovative, high-growth software solutions. Before her role at Clari, Hila worked for other high-growth tech companies, including Vendavo and Kapow Software. She has made a name for herself in the industry by building high-performance teams that foster cross-collaboration between product sales and marketing.
Here’s a glimpse of what you’ll learn:
- How Hila Segal transitioned from a degree in industrial engineering to a prosperous career in product marketing
- Hila explains how the team at Clari helps B2B companies run their revenue processes with confidence
- Hila breaks down the three essential elements that define marketing
- Why the team at Clari aligns their marketing around revenue rather than lead metrics
- How Hila fosters collaboration between her marketing and sales teams
- Reframing revenue as a repeatable process instead of an outcome
- Hila’s audience-first approach to product marketing
- The people, platforms, and books that have inspired Hila in the past year
- Hila’s thoughts on emotion versus logic when it comes to marketing
- What Hila would tell her 21-year-old self: Don’t be afraid to fail
In this episode…
At the core of any good marketing campaign is the audience. Yet, many companies fail to keep their audience in mind when creating sales decks and instead focus on themselves: their founders, their company mission, their success stories. According to product marketing leader Hila Segal, this company-first approach is not an effective way to drive value to your customers. That’s why her team at Clari innovated their product marketing strategy, starting with the way they interact with their audience.
In this episode of The Hook, host Brendan Dell sits down with Hila Segal, the VP of Product Marketing at Clari, to chat about the ins and outs of her audience-first marketing approach. Hila shares her strategies for putting the customer in the lead role and promoting collaboration between her marketing and sales teams. Keep listening to discover how to deliver value (and drive sales) with every audience interaction!
Resources Mentioned in this episode
- Brendan Dell
- Brendan Dell on LinkedIn
- The 12 Immutable Laws of High-Impact Messaging by Brendan Dell
- Hila Segal on LinkedIn
- Clari
- Clari on LinkedIn
- Clari Blog
- The Enneagram Made Easy: Discover the 9 Types of People by Elizabeth Wagele and Renee Baron
- Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content by Ann Handley
- Ann Handley’s Newsletter
Sponsor for this episode…
This episode is brought to you by B2H.
Founded by award-winning marketer, author, and Founder of the Daily Creative, Brendan Dell, B2H Agency creates unignorable tech companies—the kind where people search for who you are rather than what you do. They have created six, seven, and eight figures in growth for companies like Cvent, Expedia Group, UserTesting, Radar First, Panasonic, Brother.
B2H employs a human-centric approach to branding, copywriting, and demand generation that increases conversions, grows revenue, and dramatically improves the ROI on marketing spend.
Get the unignorable framework at www.b2hagency.com and contact them today and request for a free assessment on your messaging, automation, and your buyer centricity that can help you identify 3 quick wins, 3 long-term marketing-moving opportunities.
For those who feel like they have goals that they can’t quite reach, be sure to visit www.thedailycreative.com to get a free copy of the F.E.A.R. framework.
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