This episode features an interview with Kevin Tate, CMO, Clearbit.

On this episode, Kevin discusses the importance of speed to assess intent and marketing’s responsibility to create a compelling promise for a company’s product. 

 Key Takeaways

• You only have seconds to engage a customer before they go check out your competitor’s site. Speed matters and so do qualified leads. 
• The role of marketing is to create a compelling promise around a product. It’s the product’s job to keep that promise. 
• Websites need to feel and act more like the type of applications we've come to expect in other digital ecosystems. A struggle to adapt will leave them obsolete.

 "...the idea of the ideal customer profile is maybe a sort of 101-level content, right? It is really foundational to how companies think about, understand, and act on their ideal customers. But, as we look at sort of the 201 and 301 levels, it's about how to actually focus my funnel on my ICP and then, how do I do it in a way that's consistent through acquisition, conversion, and operations so that I can actually measure and optimize? ... So, again, thinking about how [the ICP] goes from foundational to the edge of where people are pushing the boundaries is what keeps it fun." 

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