Anthony Kennada of AudiencePlus on Changing B2B Marketing Through Owned Media and First Party Data

I recently had the pleasure of interviewing Anthony Kennada of AudiencePlus. Anthony is a born and bred B2B marketing leader and has served as CMO of several large companies, including Gainsight, Front, and Hopin. Additionally, he is an entrepreneur in residence at Battery Ventures.

Anthony is innovating on a new category in B2B marketing by leveraging first-party data funnels. He holds that all B2B companies also need to add value through leveraging owned media. This is a big topic especially considering the era of Web 2.0 juggernauts. You can watch/listen to the podcast on YouTube, Apple, or Spotify.

Are you leading with value? Where are you sending your audience other than talking to sales and trying the product? Leading with value, which involves building a relationship with your audience and owning the distribution of your content, increases your conversion rate as a B2B company.

In this episode of The Capital Stack, we have Anthony Kennada, the co-founder and CEO of AudiencePlus. They’re building software, content, and community to help every company become a media company. We discuss what it means to bring the idea of building thought leadership as a brand in SaaS and producing audience-engaging content.

Listen in to learn how AudiencePlus can help you receive your audience’s data and understand the type of content they’re interested in. You will also learn the importance of focusing on creating authentic content as an early-stage startup to build an audience and brand.

What You Will Discover:

·       [00:00] Intro

·       [02:02] Anthony on his career journey and how he’s bringing the idea of building thought leadership as a brand in SaaS.

·       [05:31] How to build a relationship with an audience while owning the distribution of your content.

·       [08:55] How AudiencePlus can help you receive your audience’s data and understand them. 

·       [13:08] How SaaS companies can use AudiencePlus data to create content and engage with their audience.

·       [18:06] Examples of B2B companies best in producing content and engaging with their audience.

·       [22:37] The value of short-form and long-form content and events in any B2B sales funnel.

·       [25:52] How to start creating authentic content as an early-stage startup to build an audience.

·       [29:34] The value of partnerships in helping you stand out and accelerate your audience-building efforts.

·       [31:08] Rapid questions with Anthony!

Memorable Quote:

·       “We have a chance to 10x our web conversions by building a relationship with an audience owning the distribution of our content into that audience.”- Anthony [08:17]

Connect with Anthony:

·       LinkedIn: https://www.linkedin.com/in/akennada/