Strategy Sessions: Marketing Buzz With Lightyear
Chris is the CEO of Lightyear, a Belfast based intelligent accounts payable automation platform. Product marketing is his thing. Chris has more than 10 years of experience across the technology industry from founding and leading fintech companies to leadership roles in Fortune 500 companies. His views on the product marketing world are worth listening to. In this episode we discuss: · Product development and the Lightyear start up story · Positioning and why it’s so hard · The challenges and benefits of being a mid-market provider v enterprise · Selling on features v benefits (FAB and Which Means That) · Running a bootstrapped business · Surviving and thriving through COVID 19 · Dealing with hyper growth · Marketing planning when the future is uncertain · “Follow me home” or how big business uses ethnography · The importance of talking to customer services and support · Measuring performance (KPIs and OKRs) · Some of the mistakes Chris has made (and what he learned from them) · Product teams v marketing teams · The Belfast start-up scene · Running a team in Belfast and Sydney · Why we should all focus on climate change Chris’s Book Recommendations · LinkedIn and Medium for bite-sized content · https://www.finextra.com/ Other Stuff We Talk About In The Show https://smxmuenchen.de/en/ - come and see Andi talking about “which means that” FAST not SMART objectives – it was MITSloan Management Review not HBR…. SORRY. Don’t @ me. Lightyear’s expansion plans and support from Invest NI https://www.investni.com/media-centre/news/lightyear-double-ni-workforce-over-ps1m-investment Find Chris on LinkedIn: https://www.linkedin.com/in/greggchris/and Twitter https://twitter.com/LightYearChris Lightyear are everywhere! https://www.lightyear.cloud/ https://twitter.com/lightyearcloud https://www.linkedin.com/company/lightyearcloud/ https://www.facebook.com/lightyearCloud/ https://www.instagram.com/lightyearcloud/ https://vimeo.com/lightyearcloud