001 | Being Human | Anthony Kennada, CMO of Front - a podcast by Golden Spiral, Shaping Technology Marketing
from 2020-03-22T03:59:03
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The Episode in 60 Seconds
Our world seems enamored with AI. Should our marketing be?
We discuss:
- Brand is the human bridge your prospects and customers cross to get to you
- Category creation is, at its core, a human process
- Anthony Kennada's thoughts on human marketing
Plus, we tell stories about what happened at The Dead Rabbit, at a private dinner with a start-up founder, and on a plane back from Manhattan.
Our Guest
Anthony Kennada is Chief Marketing Officer at Front. His team is taking on email. He said, "Email is the workplace communication standard that has not seen much innovation since Wilson Phillips was on top of the global music charts."
Prior to joining Front, Anthony was the founding CMO at Gainsight where he created the Customer Success category.
He is the author of Category Creation published by Wiley.
He has previously worked at Box, LiveOffice, Symantec, and serves as an investor, advisor, and board member to enterprise software startups around the globe.
He calls himself a "B2C marketer trapped in a B2B body."
Anthony is married and the father of a sweet daughter.
Show Notes
Category Creation is not for the faint of heart. It's also inherently human.
John Farkas: "Anytime something new happens, you have to mark the moment. You have to say, 'Think about this differently.'"
Allen Gannett, The Creative Curve: "You always have to mix the novel with the known."
Listen to the entire interview with Anthony Kennada.
Download a free excerpt from Anthony's book, Category Creation.
John Farkas: "Brand is the human bridge."
John Farkas articles on Category Creation:
Category Creation: The Power of Understanding Your Buyer's Problems
Do You Have What it Takes to Be a Category Creator?
John Farkas: "Don't miss the handshake."
Read more about empathy here and here.
Mark Whitlock: "I learned about The Power of One through my radio experience."
Further episodes of Healthcare Market Matrix
Further podcasts by Golden Spiral, Shaping Technology Marketing
Website of Golden Spiral, Shaping Technology Marketing