Building a Marketing Machine from Scratch (with Erin May, CMO at User Interviews)

Erin May, CMO at User Interviews, shares her experiences and strategies for building a successful marketing operation. She emphasizes the importance of niching down to a core audience, researchers, and deeply understanding their needs. May details User Interviews' content strategy, centered around creating "bangers"—major quarterly content launches—and incentivizing employee participation on social media to amplify reach. She also discusses the value of podcasting for building brand awareness and fostering connections, and advocates for a channel-first approach, prioritizing distribution channels before content creation. May dismisses the brand versus demand debate as unproductive, asserting that both are essential components of a marketing funnel.