From Zero to One: The Playbook for Successful Growth | Interview with Mark Lerner from Parative

Introduction

Get the most out of your customer data. The Head of Marketing at Parative, Mark Lerner dives into how their customer behavior platform helps companies understand how people use their products. Mark helps us understand how it works. By taking customer behavior signals from a product, combining it with CRM data and customer success platforms to find insights and alerts, helping companies take necessary actions. Mark shares his philosophy on marketing, which he calls the “zero-to-one marketing playbook.” The playbook for successful growth consists of three main steps: Building awareness, creating demand, and driving adoption. Building their inbound function from the ground up, the team is focused on creating awareness and demand through content marketing and other key channels. Naturally, Mark and the team leverage data and analytics to optimize their marketing efforts and drive the adoption of their own product.