Melissa Rosenthal
DEMAND GEN VISIONARIES
/
EPISODE
104
Creating Champions of Your Brand
Melissa Rosenthal shares her insights into creating champions of your brand, the importance of taking bets in marketing, and ways to differentiate you brand from competitors.
ClickUp is one app to replace them all. It's the future of work. More than just task management - ClickUp offers docs, reminders, goals, calendars, and even an inbox. Fully customizable, ClickUp works for every type of team, so all teams can use the same app to plan, organize, and collaborate. ClickUp is trusted by millions of users and over 100,000 teams at the world's best companies like Google, Airbnb, Uber, and Nike.
INDUSTRY
Software development
FOUNDED
2016
WEBSITE
https://www.ClickUp.com

Melissa Rosenthal is currently the Chief Creative Officer at ClickUp. Melissa is an award winning marketing executive focused on making the world more productive through best in class SaaS marketing! Previously, Melissa was the CRO/ Executive Vice President at Cheddar, a live video media company at the intersection of business news and culture. For her brand work, she was named to Forbes' 30 Under 30, Business Insider’s 30 Most Creative People Under 30 and as one of Digiday's "Changemakers." Prior to Cheddar, she led BuzzFeed's Global Creative Team. Joining the staff in 2010, Rosenthal was a key contributor to the creation and early success of BuzzFeed's branded content native advertising model.

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Episode Summary

This episode features an interview with Melissa Rosenthal, Chief Creative Officer at ClickUp. ClickUp is an all-in-one productivity platform, that brings teams, tasks, and tools together in one place. Melissa is an award-winning marketing executive focused on making the world more productive through best-in-class software as a service marketing.

On this episode Melissa Rosenthal shares her insights into creating champions of your brand, the importance of taking bets in marketing, and ways to differentiate your brand from competitors.

Key Takeaways

  • It’s important that experience is echoed throughout both the product and marketing, on the brand side, and the performance side
  • Use the ability to scale people as media channels and funnels to the brand
  • Think about marketing in the long term, or you might be left behind with the short-term acquisition funnel dying up

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Quotes

“I believe in building people as media channels. It was just a huge growth lever for us because there’s a lot of value in building people, versus brands.” - Melissa Rosenthal, Chief Creative Officer, ClickUp

Episode Transcript

Episode Timestamps:

*(02:51) - Melissa’s role at ClickUp

*(03:12) - Segment: Trust Tree

*(09:10) - Segment: The Playbook

*(09:37) - Why its trivial to take big bets

*(13:24) - Building people as media channels

*(15:33) - Leveraging people as funnels

*(26:21) - Empowering you teams to have a creative mindset

*(28:07) - Segment: The Dust Up

*(32:53) - Segment: Quick Hits

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Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

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Links

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