Content Pros Podcast

On this episode of The Marketer’s Journey, I interview Joe Chernov, CMO at Pendo, a company that’s on a mission to elevate the world’s experience with software. We discuss his career path so far, and how it’s evolved over the years from leading with content to leading with product. Now, he’s focused on finding a way to bring the two areas together seamlessly.Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play! Key takeaways from this episode:According to Joe, there are essentially two ways to build a brand in B2B: the path of the dragonslayer or the patron saint. In the former, you’re fighting against something and existing in opposition to it, like ads, for example. With the patron saint approach, you’re standing to give rise to a new role or to strengthen a new role within a company, which is where Pendo has always operated in terms of product.Joe mentioned he once read a study that tracked every visitor to a grocery store in an attempt to find a