Strategic Marketing to Empower Communities with Data-Driven Insights
by Adam Runner
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What you'll discover
when watching Adam's story
- A go-to-market strategy should be viewed as an ongoing process of adapting and iterating based on customer needs and market changes.
- Experimentation is key to growth, and companies should aim to run one to two growth experiments per week focused on learning rather than just metrics.
- Understanding customer needs requires systematically gathering feedback across the buyer journey and synthesizing it to inform decision-making.
- Content is critical for engaging and educating buyers, and the focus should be on delivering consumable, informative content rather than just selling.
- Metrics are important but need to be applied in the right context to drive real business impact, not just to improve the metric itself.
- Strong branding requires a compelling narrative that explains why the company does what it does and resonates both externally and internally.
- Effective leadership in marketing requires breaking down functional barriers, driving cross-functional alignment around a unified go-to-market strategy, and empowering the team.
Meet Adam Runner - Vice President of Marketing & Business Development @ mySidewalk
Adam Runner is the Vice President of Marketing & Business Development at mySidewalk, a technology company that combines data and storytelling to help Changemakers build stronger communities.
Adam is a proactive strategist and revenue growth leader. He is passionate about harnessing data to tell powerful stories and drive change.
His professional career started in urban design before he transitioned into marketing roles. He realized the skills that made him a good urban designer – understanding complex systems and shaping the future – also made him a great marketer.
At mySidewalk, Adam is driven by the mission to positively impact communities by providing accessible data and insights to inform critical decisions that will affect generations.
Adam’s marketing leadership helps empower communities with data-driven insights to make a real impact in their community.
Check out Adam Runner's thoughts on content marketing
When it comes to designing go-to-market experiments, Adam shares:
"Optimize for doing experiments more so than you want to optimize for the results of experiments. Take a very iterative approach, and try to launch 1-2 growth experiments per week."
He also shares why branding is important in their industry:
"Branding is really important for explaining, communicating to the market why it is you do what you do, and signaling that back into your own organization as well."
Adam explains his thoughts on content creation and distribution:
"Making content now is less about specializing in a particular channel or distribution tactic, and more about having a really good, strong, consistent message that you can invest in."
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