Wielding Video in your B2B Strategy with Kasey Chen, Head of Growth Marketing, Taina

Written by

Matter Made

In this conversation with KC Chan, Digital Growth Transformer, he talks about digital growth. KC has extensive experience in digital marketing, with interests in growth hacking and Flywheel customer-centric strategies. His career experience in e-Commerce ventures, marketing ROI reporting, and lead generation insights has allowed him to excel at collaborating both vertically and horizontally. KC’s work as a digital growth transformer helps companies stand out both creatively and quantifiably. He is a speaker at the London Social Media Week, and is an expert user on Asana, HubSpot, and Salesforce.

KC holds a BSc in Accounting and Finance from the University of Warwick Business School, an MA in Management from Durham University Business School, as well as numerous certificates in marketing.

Today, you’ll hear about using video as a growth tool, the most effective ways to ensure videos are seen, defining the engagement rate, using email versus video message, and some best practices.

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Episode Outline

[00:30] Introducing KC

[01:26] Getting into growth

[03:13] Video as a growth tool

[05:27] Categorizing video variations and usage

[07:46] Effective ways to make sure someone sees a video

[10:23] Email vs video message

[12:48] Defining engagement rate

[15:47] Best practices

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Connect with Kasey

Twitter

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Connect with Korina and Holly

LinkedIn - Korina Edwards, Matter Made

Twitter - Korina Edwards

Matter Made Website

Matter Made Growing Unicorns YouTube Channel

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LinkedIn - Holly Chen, ExponentialX

Twitter - Holly Chen

ExponentialX Website

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Growing Unicorns

Podcast

Audio

Demand Generation

Growth

In this conversation with Adam Goyette, Marketing Leader at Help Scout, he talks about product, marketing, and growth. Today, you’ll hear about the key hires that Adam considers for a new team, how he structures his teams, his perspective as a growth leader versus as a marketing leader, advocating for something less measurable (such as content), choosing where to allocate resources, important lessons Adam has learned, and his thoughts on product growth versus marketing growth.

For almost 20 years, Adam has served in various marketing roles, including as the VP of Demand Generation at G2. Currently, Adam serves as the VP of Marketing at Help Scout, as well as Marketing Advisor at both TestBox and Rocketium. Adam holds a Bachelor’s Degree in Journalism from the University of Maine.

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