Stale marketing is like stale bread.

People will bite - but only if they’re desperate enough.

When you’re going to market with a new product in a well-established, saturated space that consists of top-heavy key players with billion dollar evaluations, stale won’t cut it.

Today’s guest is Melissa Rosenthal - CMO at Insight Timer, and ex. Chief Creative Officer at ClickUp, where she built a world-class marketing engine and helped the company go from Series A to the brand that we all know and love today.

Melissa's understanding of how to create a sticky brand online started with her tenure at Buzzfeed, where she built and led a team of 100+ creatives back in the early 2010’s. She took the same playbook of viral, troll-esque content, adjusted it for B2B and created some of the most legendary marketing campaigns of the post-COVID era, achieving mind-boggling engagement on online media platforms.

ClickUp took a chance on Melissa when they allocated a big part of their Series A budget towards building an in-house creative agency. Ultimately it paid off, as it allowed them to create a content engine that capitalizes on relevant news, consistently stays top of mind for their ICP and completely abides by their creative vision.

Melissa speaks on how the secret to creating humorous and viral content that also converts is to always keep your ICP’s pain points in mind and do a ton of research on online forums like Reddit to find out what they’re thinking. Purely chasing virality is a losing strategy, but if you pair it with a relatable message and tie it back to the product, you’ll see a positive ROI.

Tune into the full episode to learn how to build a brand like ClickUp!

KEY INSIGHTS: 03:04 The idea behind ClickUp’s marketing engine

04:45 How to build a unique, recognisable B2B brand

09:21 How to build an effective B2B creative strategy

11:41 Creating B2B content that converts

14:45 How to generate B2B content ideas

17:09 Building a B2B production crew

21:25 Getting your competitors involved

26:32 What matters most when creating content

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Connect with Melissa - https://www.linkedin.com/in/melissarosenthal5/

Connect with Alan - https://www.linkedin.com/in/alan-j-zhao/

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