Empowering SaaS Marketing through
Channel-Led GTM Strategies
by Caroline Goles
What you'll discover
when watching Caroline's story
- Embrace a beginner's mind and have a growth mindset throughout your career.
- Marketing careers are jungle gyms, not ladders - take chances, try new things, and explore diverse opportunities.
- Build your board of directors or advisors to guide and support your career growth
- Create valuable content that informs, educates, and engages your audience to drive curiosity and engagement.
- Utilize AI as an efficiency driver in content marketing, but remember to maintain your unique brand voice.
- Metrics should focus on insights, not just data, and should align with top-line business objectives
- Branding is vital for differentiation in a competitive market, so businesses must evolve their brands to reflect modern times and address customer needs.
Meet Caroline Goles - Chief Marketing Officer @ Pax8
Caroline Goles is the Chief Marketing Officer (CMO) at Pax8, the marketplace where IT pros go to buy, sell, and manage cloud software.
With over 20 years of professional experience in the technology industry, Caroline stands as a respected marketing leader.
Caroline held global leadership roles across channel strategy, partner marketing, product marketing, and digital sales & marketing. She spent several years in Asia, leading cloud channel strategy development, and serving as Microsoft 365 business group lead for Japan.
As Pax8’s CMO, Caroline leads the company’s global marketing efforts and activities relevant to events, sales strategies, and commerce initiatives to fuel growth for Pax8 and its partners worldwide.
She is passionate about using data and insights to drive marketing strategies and create value for customers and partners. Caroline’s approach to marketing involves a balance of art and science, leveraging technology tools to enhance content creation, efficiency, and customer engagement.
Finally, Caroline emphasizes the importance of coaching, caring for team members, and creating opportunities for growth in marketing organizations.
Check out Caroline Goles's thoughts on content marketing
When it comes to incorporatING the right tone of voice into writing, Caroline shares:
"A vital topic, in the world of CoPilot & ChatGPT. Tone should reflect the voice of your customers, so listening is the first job. Your brand should inform, as well. Lastly, speak to a singular audience - your ICP are not all gathered in a room, somewhere, together."
She also shares about how to keep your brand fresh over time:
"Brand manifests your "why" to the world. It should keep pace with your mission. Customers grant brand meaning, so keep the voices that represent it fresh. The global lexicon is both harmonizing and evolving, so keep the brand expression apace with the global voice, tone, tenor."
Caroline explains how marketers should be thinking about content and the buyers’ journey:
"As we know, 85-90% of customers, at any moment, are not in a buy cycle. So, for the majority, it is creating curiosity. Content is a conversation starter, an interest 'piquer.' Your content is your product, for most of your TAM. How can it create the "come back"?"
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