Marketing is not a dirty word. Done well, marketing aligns your business goals with your client goals and greats a stream of satisfaction across all business departments and end user resources. So why do many think that marketing is a dirty word?
Heather K. Margolis is a serial entrepreneur who lives and breathes marketing and believes that when marketing is done well it lifts a product and company up. If you have a product or service and no one knows its value to them then is it really a product or service? Think the old story, if a tree falls in a forest and no one hears, does it make a sound?
Effective marketing makes a noise. A good noise. It tells a story about the product, the value it provides and it also tells something about you and your brand. Ineffective marketing IS overhead. Why? Because it doesn’t do those things and it doesn’t make people want to buy or tell others.
During this episode Heather shares her journey creating two top marketing agencies in the tech world, creating stories that changed a business culture from the top to the bottom and tips you can use to shift your marketing from ineffective to effective.
Heather K. Margolis is founder and CEO of Spark Your Channel, a through-channel marketing automation platform, and Founder and Chairperson of Channel Maven Consulting, a strategic channel marketing agency.
Heather is a recognized channel marketing expert and a sought-after keynote speaker to a variety of audiences about entrepreneurship, building a service-based business and B2B strategy, B2B marketing and channel marketing.
After a decade spent growing Channel Maven’s team, client base and reputation, Heather turned her attention to solving one of the vexing problems of channel marketing: ineffective through-channel demand generation. Simply put, she found that vendors are spending a lot of money on marketing content and tools for their partners that either don’t work or go unused.
That experience inspired her to launch Spark Your Channel in 2019 to create a through-channel marketing automation platform that partners would actually use and get results. The platform spent a year in development and testing and launched in February 2020.
Heather has a master’s degree in business administration from Babson College in Wellesley, Mass. She grew up in Massachusetts and now lives in Boulder, Colo., with her husband and fellow entrepreneur Simeon, their two daughters and dog Zoe.