Empowering Teams to Fail Fast: Leadership Lessons from a Veteran Marketer
by Brandon Henning
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What you'll discover
when watching Brandon's story
- Demand generation strategies should be adapted to fit different channels and target audiences, combining digital marketing, events, and direct outreach.
- Establishing brand recognition for new companies is becoming increasingly challenging due to rising costs and competition in digital marketing.
- Effective leadership in marketing involves empowering teams to be creative, innovative, and adaptable while providing clear objectives and support.
- A multi-channel go-to-market strategy, tailored to different customer segments, is crucial for reaching diverse audiences effectively.
- Creating high-quality, industry-specific content remains a significant challenge for many companies, particularly in niche markets.
- Paid AI tools can be valuable for content creation and personalization, but privacy and data control should be prioritized.
- Transitioning from IT to marketing can provide valuable insights for delivering better products to customers.
Meet Brandon Henning - Chief Marketing and Strategy Officer @ STARLIMS
Brandon Henning is the Chief Marketing and Strategy Officer at STARLIMS, a leading provider of informatics solutions for laboratories. He brings over 15 years of experience in IT and manufacturing to his role.
Brandon made a significant career transition from IT to marketing in the early 2000s. This move was driven by his desire to deliver better solutions to customers like himself.
At STARLIMS, Brandon oversees marketing strategies for their suite of products. These include electronic lab notebooks and laboratory information management systems.
Under his leadership, STARLIMS serves diverse sectors. These range from pharmaceutical and food companies to public health institutions.
Brandon’s approach to marketing emphasizes empowering teams. He believes in fostering creativity and innovation while providing clear objectives and support.
Check out Brandon Henning's thoughts on marketing innovation
When it comes to the importance of product marketing in B2B software, Brandon shares:
"Product marketing is a vital part of the overall marketing strategy. When I meet with CMO colleagues from traditional marketing backgrounds, they often don’t fully understand its value."
He also shares why fostering creativity is important in marketing leadership:
"Marketing is the art within the process, and art requires freedom and innovation to flourish. A key responsibility of a marketing leader is to foster a culture of innovation and experimentation."
And how marketers can learn from failures:
"We learn from both successes and failures, but we're often afraid to embrace the lessons from things that don’t go well. That’s where the most valuable learning happens."
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