Episode Summary
Knowing when to play it cool and let the customer come to you can work better than a hard sell.
As VP of Marketing at Narrative Science, Cassidy Shield has learned that the most effective approach for drawing customers to the company’s product is by showcasing its abilities and the brand’s values.
What exactly does Narrative Science do? The brand calls itself a “data storytelling company” — its software Lexio transforms analytics data into plain language stories that people can easily understand and use without a degree in data science.
Cassidy says it takes a special type of customer to understand the product’s value. “They’re not afraid to make a decision that’s against the norm,” he says. “We’re looking for early adopters of technology.”
On this episode of Tech Qualified, Cassidy explains how he’s restructured and reinvigorated Narrative Science’s marketing team since joining 18 months ago, and why a subtle marketing approach works for the brand.
“It’s been largely that strategy of building content we feel is valuable and providing experiences, and putting our people first so we’re seen as humans, which is critical to establishing that trust and relationship. People then get comfortable taking the next step, which is, ‘How can you help me?’”
Guest Profile
- Name: Cassidy Shield
- What he does: As VP of marketing at Narrative Science, a data storytelling company powered by AI, Cassidy manages and executes the brand’s marketing strategy to win over more users.
- Company: Narrative Science
- Noteworthy: Cassidy spent the first part of his career in supply chain and operations before moving into product, where he was convinced by a boss to try marketing. He’s been doing it for the last 10 years. “My first answer was, ‘No, I wouldn't like to try marketing.’ … I’ve learned to enjoy it.”
Key Insights
- Let people decide if your product is for them. Instead of trying to force it into potential customers’ hands, showcase what your product can do in a way that doesn’t come across as a sales pitch. Narrative Science’s team has organized networking events, written a book, started a videocast and used the company’s software to display COVID-19 data for free. People appreciated the easy-to-understand explanation of a daunting subject, and realized what the company could do for them.
- Convincing businesses to invest in a new product is always a challenge. People are reluctant to spend money on things that are unfamiliar, especially when the future feels uncertain. Don’t waste your time shouting at people who don’t want to listen. Work on building and strengthening relationships with existing clients who already know and trust your products, and will be more willing to try something new from you.
- Know when to pivot. When you’ve spent months working toward a single goal, it’s tempting to try to stick out the course, however rocky it gets. But if something just isn’t working — and you know it isn’t — it’s better to pump the brakes and change direction sooner rather than later. Leverage your mistakes by learning from them; then move on.
Episode Highlights
- Not your typical data analysis tool
- Telling the human side of COVID
- Fighting through uncertainty
- Make nice with sales
- The team that messes up together grows together
“We’ve all made mistakes together: This has not been a smooth ride. Through that process of success and failure, we’ve all seen the team grow. We’ve been able to get people in the right position where they maximize their value. I think we’ve done a good job, as an entire company, of pushing responsibility and accountability in all parts of our organization, of really empowering the team to be accountable for their pieces. And we’ve hired good people who have really stepped up.”
- Former clients are also future clients
