“I teach my team the five most important words: ‘you’ll have to ask Lindsay.’ It’s how we stop being order takers and start being strategic.”
Lindsay Kelley, VP of Marketing at Sonar Software
Looking for a SaaS SEO agency?
Work with a SaaS SEO agency that will partner with you all the way to pipeline creation.
In this episode of Executive Conversations, Maeva Cifuentes speaks with Lindsay Kelley, VP of Marketing at Sonar Software. Lindsay talks us through her techniques for advocating for marketing initiatives within the organization to secure necessary resources. They also discuss methods to develop and present budgets that reflect marketing goals and company targets and strategies to identify and collaborate with internal allies who can champion marketing initiatives.
In this episode, we talk about:
- Executive Buy-In
- Long-Term GTM Strategies
- Data-Driven Narratives
- Budget Alignment
- Internal Marketing
Takeaways
- Harnessing AI for customer satisfaction: Lindsay Kelley emphasizes the importance of integrating artificial intelligence to enhance customer experiences and operational efficiency.
- Budget-friendly marketing strategies: She shares insights on creating engaging social media content, utilizing customer referral programs, and leveraging cost-effective print materials to maximize marketing efforts without overspending.
- Leveraging local SEO: Lindsay discusses the significance of optimizing online presence through local SEO tactics, including maintaining accurate profiles, gathering reviews, and securing local citations to improve visibility.
- Community engagement: She highlights the value of participating in local events and forming partnerships to connect with customers and expand networks, thereby strengthening community ties.
- Measuring marketing success: Lindsay underscores the importance of tracking marketing performance and aligning efforts with business objectives to ensure effective strategies and continuous improvement.
Time chapters
Here are the time chapters, shifted by 6 seconds to account for the intro video:
[00:06] meeting the all-female marketing team at Sonar Software
[01:58] shifting from order takers to strategic marketers
[04:46] experimenting with limited budget and showing results fast
[07:06] balancing proven plays and new experiments in your marketing plan
[12:38] humanizing your brand with internal experts on video
[18:36] repurposing internal content for low-cost marketing impact
[20:54] splitting your budget between new business and customer marketing
[23:10] using leadership’s personal brand to extend your marketing reach
[25:23] padding your budget for experiments without asking permission
About Lindsay
Lindsay Kelley is the VP of Marketing at Sonar Software, a company that provides operational solutions for internet service providers. She joined Sonar Software in February 2024, bringing with her a wealth of experience in marketing and communications.
Lindsay is passionate about leveraging innovative marketing strategies to drive business growth. She emphasizes the importance of integrating artificial intelligence to enhance customer experiences and operational efficiency. Additionally, she advocates for budget-friendly marketing tactics, such as creating engaging social media content and utilizing customer referral programs, to maximize marketing efforts without overspending.