Episode 5: Justin Keller - SVP and Head of Marketing at Drift

In this episode of the Marketing Mavericks Vlogcast, our host Leo Falkenstein welcomes Justin Keller, SVP and Head of Marketing at Drift. They discuss working together through Covid-19, creating quality content, and how to combine the math and creative side of marketing.Guest-at-a-GlanceJustin is an award-winning B2B marketer who is disrupting the B2B marketing status quo. For the past 18 years, he has been building tech brands and marketing programs that people love. Armed with BAs in English, psychology, an honors certificate from the Kelly School of Business, and an MBA in general management from Purdue, he’s always seeking to marry creative storytelling with revenue growth. He has experience integrating marketing, operations, sales, and customer success at companies like JazzHR, Visage, Whil, and Sigstr which have all experienced admirable exits. He is currently the SVP and Head of Marketing at Drift.He is an IBJ 40 Under 40 recipient, a Top 50 B2B Marketing Influencer, and thought leader on the topics of branding, digital marketing, and account-based marketing. When he’s not marketing, he’s a music producer and aspiring at-home chef.LINKS:www.drift.comhttps://www.linke....din.com/in/justindke Key Insights🌊 Working through Covid-19: Covid was a trying time for everybody and especially those that work in industries that were face to face dependent. Consume took a unique approach in their partnership with Justin’s company at the time, Terminus, by transitioning from in person work to brainstorming creative ideas remotely. Consume pivoted towards creating animated content in 2020 due to the pandemic and had collaborated with Justin on creating campaign ideas to film independently and then send to us to edit.🌊 Quality Content: At Consume we can’t stress enough the importance of the quality of your content. We probably sound like a broken record, but Justin agrees fully. He mentions the takeover of TikTok where you can scroll past 10 videos and might find one that really captures your attention. The content of a video is what makes people stop and watch, the production value could be amazing, but if the message isn’t there, it’s not going to entice the audience.🌊 Meshing the numbers with the creative: Justin discusses his experience with the math of marketing and how it relates to the creative side. He touches on the difficulty of creating a synergy between the two and how one doesn’t necessarily influence the other. One can definitely have a significant impact on the other but it’s almost impossible to predict.