Marketing tactics have evolved from a creativity-driven, “push” approach to a customer-driven “pull” paradigm. Buyers are not just passively consuming marketing messages—they are commenting, creating their own blogs and responding in ways that marketers cannot control. While this creates challenges for marketers who once had the stage to themselves, it also creates unique opportunities, says Jackie Yeaney, Executive Vice President of Strategy and Marketing for open source software company Red Hat. “If you pay attention… they are telling us what they want, what’s relevant to them (and) how you can better engage with them…it’s a lot of work to use…marketing technology (martech) to capture the data, but that’s the name of the game.”
In this episode of Moneyball for Marketing, Jackie discusses how Red Hat is managing this transition across its global marketing programs, how it listens to audience feedback to determine marketing focus areas and how it is managing change internally. Learnings include:
Noting the importance of relationships in the new marketing, Jackie says: “One of the ways to build trust is to be credible in the content areas (buyers) care about.” Jackie shares the methodology and martech Red Hat uses to select thought leadership areas, advises how to justify thought leadership efforts to the C Suite and discusses getting 8,000 employees “behaving like a chorus” in support of its marketing message.
“The number of people within a company involved with the decision making process is (growing exponentially), so we can’t just go to a CIO,” says Jackie, noting the increased complexity of account-based marketing. We get an insider’s look at Red Hat’s 360° marketing tactics, including lead scoring, customer profiling and getting Sales to understand how the buyer’s journey works.
Shiny, Happy People
Referring to the “Shiny Object Syndrome”created by the ease of pilot testing multiple and sometimes conflicting marketing technology products across a global company, Jackie delves into the power of a strong CIO-CMO partnership, a good martech roadmap and the importance of establishing protocols between the global, corporate and local marketing teams.
Jackie Yeaney is responsible for orchestrating Red Hat’s strategy formulation and planning, Brand, Global Programs, Global Partner Marketing, Marketing Communications, Marketing Operations, and Global Field Marketing. Jackie was recognized in 2014 as “CMO of the Year” by the 4 Silicon Valley recognition program that honors the best in marketing and communications around the world. Jackie holds an MBA from the Sloan School of Management at MIT and a BS, magna cum laude, in electrical engineering from Rensselaer Polytechnic Institute.
Red Hat is the world’s leading provider of open source software solutions, using a community-powered approach to reliable and high-performing cloud, Linux, middleware, storage and virtualization technologies. Red Hat also offers award-winning support, training, and consulting services. As the connective hub in a global network of enterprises, partners, and open source communities, Red Hat helps create relevant, innovative technologies that liberate resources for growth and prepare customers for the future of IT.