Jolie Shapiro

Demand Generation Manager @ Ripple Street

How did you start your marketing career?

After college, I earned a certificate in content strategy from Northwestern and worked as a freelancer for three years with startups, investment banks, and hospitality companies. I guided them on how to use their content to reach the right people, on the right channel, at the right time. 

What are some marketing principles you always adhere to?

In terms of marketing principles, I believe that establishing your brand as a thought leader in your industry will attract the right customers who are not only interested in what you have to say but are also more buyer-ready. Being customer-centric is no longer a nice-to-have; it’s a must-have if you want to move the needle.

How do you decide whether an idea or messaging will work for a new market?

I’m a big fan of A/B testing. When I’m not sure what will work, I experiment with different concepts and messaging to see what sticks. Then I use that as a gold standard and test another concept against it. Customers aren’t stagnant, so neither should we.

If you had to choose between personalization and scalability, what would it be?

I would prioritize personalization over scaling. Before scaling, you need to build your foundation –  knowing the one thing your company does really well. Then you can figure out your TAM, including those that know they need your solution, and those that don’t. Once you’ve identified your niche, you can begin using that to personalize your messaging. Once you figure out what works, then you scale using that knowledge.

Do you believe emotional brand cues are missing in B2B marketing?

Emotional brand cues are lacking, but I think we are getting closer. To get there, we must consider what the consumer wants rather than what we want to sell. If we always keep our customer in mind, mutual respect will grow organically because we will demonstrate that we understand their needs, wants, and desires rather than just trying to make a quick buck.

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