32 - Ninety Percent Of Our Revenue Is Marketing Sourced With Cassidy Shield, VP of Marketing at Narrative Science

Cassidy Shield is VP of Marketing at Narrative Science. 

Before Narrative Science, Cassidy served as VP of Marketing at Gogo, VP of Marketing at NetCracker, and spent 13 years at Alcatel Lucent (purchased by Nokia). He's also a fellow Kellogg alum!

Narrative Science was founded in 2010, has 88 people, and is based out of Chicago, IL. They've raised Series D ($43.4M total).

Narrative Science humanizes analytics with data storytelling (not dashboards). Data should be understandable for everyone. Stop creating unused dashboards and start data storytelling.

Here's what we hit on:

More about Narrative Science, who you’re for, what problem you solve;

The challenge with finding early adopters/visionary leaders (that's the target buyer) and how they’re trying to figure this out;

Who’s on the Marketing team, anything unique? (HINT: the people in the roles have never done the specific work before - instead, Narrative Science sets a high bar and looks for specific behavioral traits);

Podcast "Leading With Data" - what are you trying to do with it? What’s the purpose and how’s it going;

Cassidy has 20+ years of experience. I asked him to explain his quote “the key to digital is great content that leads the buyer to what you sell”;

Narrative Science doesn’t have a PR agency, and that's because startups should do their own PR (if they can);

Marketing: what’s working well for you right now? what channels? (HINT: paid media - FB and Instagram, building community through events and the podcast);

Marketing: what are the challenges, what are you trying to figure out;

How do you track marketing’s impact on revenue? (HINT: the company's revenue is 90% marketing sourced! The team has not had much consistent, repeatable success with outbound sales);

What are the last 2-3 really good (marketing) ideas you've come up with;

What are some bad recommendations in your area of expertise.

You can find Cassidy on LinkedIn: www.linkedin.com/in/cassidyshield

Find out more about Narrative Science: www.narrativescience.com

And here's the Leading With Data podcast: https://podcasts.apple.com/us/podcast/leading-with-data/id1535701027 

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Thanks for listening!