This episode features an interview with Jim Sinai, SVP of Marketing at Procore Technologies, a $9B provider of cloud-based construction software.

Jim is responsible for leading the global marketing and communications team. Jim joined Procore from Salesforce where he served as a marketing leader on various businesses including Salesforce Einstein and Salesforce Platform. 

Jim got his professional start as a laborer in construction so it’s only fitting that he’s back in the industry. Jim graduated with a BA from Brown University and holds an MBA from the Stanford Graduate School of Business.

Tune in to hear Jim discuss:

• How product marketers need to think like a CMO. Messaging is important, but messaging for an entire audience is more important. 
• The fact that an answer to a disagreement is not going to be found inside the four walls of the building, it's outside with the customer.
• The concept that if you're a CMO and you're not willing to learn how the demand gen systems work, you're not going to be CMO for very long.

‍Episode Quotes

“The best demand gen leaders out there can do product marketing. I've seen them do product marketing, and they all have the same attributes in common, which are stakeholder management and alignment. At the end of the day, what makes for great campaigns and great demand gen is when you have the sales team and the marketing team focusing on trying to say the right message to the right people.”

“All good campaigns are really just about trying to get eyeballs back to your website where you're trying to convert things. We have this mantra at Procore in our marketing team that the website is our most important asset. And we put all of our attention to make sure that we have all of our merchandising on the website.”

“Just think about how your buyers are humans and they want a really delightful experience on the website. [Maybe] that's integrating a chatbot...One of the things that I think is fantastic is when you don't have to talk to a salesperson to book a meeting with the salesperson. I want to talk to sales and I want to talk to them either now via chat or I want to pick up the phone. Giving the shopper that channel is really important.”

“Whenever you have a disagreement, the answer is not inside the four walls of the building, it's out with the customer. So the person who has tested it the most is the person who will likely have the winning argument in a dust-up.”

“If you're a CMO and you're not willing to learn how the demand systems work, you're not going to be CMO for long, unless you have a phenomenal demand gen visionary as your right hand.”

Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.