#212: Marketing Leadership | Lessons for First-Time Marketing Leaders with Michael Cole, SVP of Everflow

B2B Marketing with Dave Gerhardt

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In this episode, Dave sits down with Michael Cole, SVP of Marketing at Everflow, a partner marketing platform that helps companies manage referral and affiliate programs. Michael discusses his journey from being Everflow’s first marketing hire to leading a marketing team of 16, and shares strategies for building a marketing function from the ground up.

Dave and Michael cover:

How Everflow turns happy customers into referral partners
What it’s like to be a first-time marketing leader
Building a marketing function from scratch

Timestamps

(00:00) - - Introduction to Michael
(05:48) - - Michael’s journey to marketing leadership
(10:35) - - Understanding company growth before developing your strategy
(13:39) - - Turning happy customers into referrals
(17:44) - - Scaling a successful team
(24:12) - - Referrals vs. paid ads
(28:29) - - Organic vs. paid strategies
(30:56) - - Growing organically and spreading through word-of-mouth
(32:42) - - Finding complementary business partnerships
(38:55) - - Enhancing content creation
(41:55) - - Delegation and accountability in a strong team
(42:54) - - Strategizing for growth
(46:04) - - Closing remarks

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