Marketer Spotlight: Jessica Brandt

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BLUF (Bottom Line Up Front): In our Marketer Spotlight series, we’re highlighting insights from top marketing leaders in the SUM community. This week, we caught up with SUM Board Advisor Jessica Brandt, Lily AI’s first Demand Generation hire who has helped the company 3X their revenue growth in under three years and 5X their number of customers, with marketing consistently sourcing 25% of pipeline through brand and demand programs.

Why did you join the SUM Advisory Board?

First and foremost, I saw the need for it! There is a huge gap in the market for services and support for the startup marketer, someone who needs to be incredibly effective at all aspects of marketing, who is typically in a dynamic and fast-moving market, and who often doesn’t have the luxury of a big budget or time. Community is so important, and I love the community that is being built with SUM.

One piece of advice you’d give your younger marketing self?

Good question. I would directly ask for feedback more often. Not because I didn’t receive great feedback often enough, yet because you really have to build the muscle and thick skin to ask, receive, and take action on that feedback. It can be scary to open yourself up for potential criticism when you’re younger! The sooner you get to “feedback velocity” of taking and actioning on that feedback quickly, the better for your career trajectory. Feedback is always a gift.

What’s the most underrated marketing tool in your toolkit?

Tools like Gong, I listen to 1-2 sales calls/week, and I read the call summaries for the others that I didn’t get to. The most efficient way to keep your ear to the ground. Many marketers think of Gong as a tool for sales training and coaching, yet it’s so much more! It also can do a great job summarizing overall opportunity activity to determine if there was marketing attribution and if so, what touchpoints.

While not a tool, LinkedIn Thought Leaders Ads are super effective AND efficient to launch! We launched our first campaign last year, and it’s now a must for me in the digital toolkit!

What’s your marketing superpower?

First, know your strengths! I’m a fan of DiSC and Strength Finders. I’m an I, and my Strengths Profile is Futuristic, Maximizer, Strategic, Woo, Ideation. I used to say that my strengths were collaboration and communication, and while that’s still accurate, those strengths are maximized for me in the context of strategic ideation and planning. Then crystalizing what is the strategy, what is the plan, and then getting everyone on the same page! And, of course, what are the KPIs, and what’s the plan to measure those?

What’s your go-to resource for staying ahead of marketing trends?

Have a well-rounded mix and make it a daily habit. Of course LinkedIn for finding and following executives and analysts, and jumping into those conversations. SaaStr weekly webinars are great, OpenView, U of Digital, SuperHuman.Ai and Shelly Palmer’s Newsletters. I’ll also consult various Reddit communities (I LOVE Reddit) and Slack communities like the Revenue Marketing Alliance (full disclosure, I’m also on their board!). In-person events, too, are fantastic; I have a goal of taking advantage of more of those this year! Last but not least, for me, nothing beats catching up with friends and former colleagues to chat about where the market is and where it’s heading!