On this week's episode of the L.A. Venture podcast, hear from Kerry Bennett, who leads marketing and branding for Upfront Ventures. I loved talking with Kerry about how startups should think about their marketing, and how that has changed over the years. Also, super fun to hear about Upfront's brand and the brand of the individual partners at Upfront.
- Startups are usually good at explaining what they do. But the ability to relate the company's story, purpose and the problem they're solving is a critical and often-overlooked ingredient in their success.
- Companies should focus on what the consumer wants and how to give it to them, as opposed to focusing on how to get the consumer to do what the company wants them to do.
- Marketing teams have to be on the various platforms everyday and deeply understand how they function.
"I think marketers now, as they're coming up in the world...need to be at least versed in the technical side of the business. You need to understand where your data is. You need to understand how you're tracking things. That can't just be handed off." — Kerry Bennett
Kerry Bennett leads marketing and branding at Upfront Ventures. Before joining Upfront, Kerry held leadership positions in several tech startups, most recently as SVP of marketing at DogVacay (acquired by Rover). Prior to DogVacay, Kerry was the SVP of marketing at HauteLook, a leader in flash-sale ecommerce, that was acquired by Nordstrom in 2011.
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