Prior to founding AudiencePlus, Anthony Kennada served as the CMO of incredible companies like Hopin and Front. He was the founding CMO of Gainsight where he and his team are credited with creating the Customer Success category -- a novel business imperative, profession and software category that helps subscription companies grow sustainably by becoming customer obsessed. By focusing on human first community building, content marketing, live events and creative activations, they developed a new playbook for B2B marketing that built the Gainsight brand and fueled the company's growth from $0 to $100M+ ARR, and eventual acquisition by Vista Equity at a $1.1B valuation.

Discussed in this Episode:

Owned media is a crucial component of go-to-market strategies, allowing companies to build direct relationships with their audience.Transitioning from a product-first approach to a distribution-first approach can lead to more effective marketing and audience building.The future of media lies in guided journeys and providing value to networks through relevant and personalized content.Building an audience and collecting subscribers can lead to higher conversion rates and provide valuable first-party data for better attribution.It is important to connect brand messaging to the software or product being offered to ensure a cohesive and effective marketing strategy.