Elana Anderson's guest appearances

Elana Anderson

CMO Confessions

Healthcare Market Matrix

Leela Srinivasan

Jamie Foxx

Anthony Kennada

Ed Breault

Katrina Wong

Nicole Williams

Chris Turner

Peter Smith

David Clarke

Nick Runyon

David Lewis

Jeffrey Rohrs

Mark Organ

Rachel Miller

Kipp Bodnar

OwlTail

In today’s episode,  Elana Anderson, CMO of Veracode, and Cheri Keith, Head of Strategy and Research at ON24, discuss Elana’s career, how work life has changed with the pandemic and B2C trends that B2B can use.    As always, you can find the full episode of CMO Confessions on Podbean here an edited transcript of our conversation below. You can learn more about Elana’s career and experiences through her LinkedIn page here and Twitter feed here.  If you’re interested in listening to our growing podcast series, you can find all of our episodes right here on Podbean. Alternatively, you can also find us on both iTunes and Google Play stores.

In today’s episode,  Elana Anderson, CMO of Veracode, and Cheri Keith, Head of Strategy and Research at ON24, discuss Elana’s career, how work life has changed with the pandemic and B2C trends that B2B can use.    As always, you can find the full episode of CMO Confessions on <a href="https://cmoconfessions.podbean.com/" rel="nofollow" target="_blank">Podbean here</a> an edited transcript of our conversation below. You can learn more about Elana’s career and experiences through her LinkedIn page <a href="https://www.linkedin.com/in/eranderson/" rel="nofollow" target="_blank">here</a> and Twitter feed <a href="https://twitter.com/ELANAERA" rel="nofollow" target="_blank">here.</a> If you’re interested in listening to our growing podcast series, you can find all of our episodes <a href="https://cmoconfessions.podbean.com/" rel="nofollow" target="_blank">right here on Podbean</a>. Alternatively, you can also find us on both <a href="https://itunes.apple.com/us/podcast/cmo-confessions/id1368112212?mt=2?UTM_source=on24blogpost&amp;utm_medium=blog&amp;utm_campaign=CMOConfessionsEp5®ion=USA" rel="nofollow" target="_blank">iTunes</a> and <a href="https://play.google.com/music/listen#/sulp" rel="nofollow" target="_blank">Google Play</a> stores.

Ep. 44: Elana Anderson, Chief Marketing Officer of Veracode

Subscribe | Transcript | Comment The Episode in 60 Seconds Elana Anderson, CMO of Veracode, sat down with us at RSA 2020 to discuss the essentials of effective marketing leadership.  Elana has had an unexpected journey leading up to her current role. She began her career as a consultant at Accenture and led many marketing and product teams before accepting a position at Veracode. According to her Twitter profile, she is the “marketer marketing marketing to marketers.” This interview delves into:  How Elana's unique perspective strengthens her marketing leadership How Veracode has grown since its last acquisition The value of revisiting marketing fundamentals What enables Veracode to be a great partner The marketing advice all CEOs and CMOs need to hear  Our Guest Elana Anderson’s marketing background spans nearly three decades as a marketing executive, industry analyst, and consultant working with Fortune 500 B2C and B2B enterprises. Previously, Elana led global marketing for the SaaS e-commerce leader Demandware and was Vice President of Strategy and Products at marketing tech provider Unica.  “Elana’s success building global brands in established and emerging markets is testament to her deep technology expertise and marketing prowess,” said Veracode CEO Sam King.  At Veracode, Elana implements go-to-market strategies, creates programs to drive customer growth and advocacy, and amplifies Veracode’s global presence to reach new audiences and expand its geographic footprint. Show Notes Check out Veracode’s newly released case studies: Veracode Enables Cox Automotive to Integrate Security into the SDLC and Increase Speed to Market Automation Anywhere Leverages Veracode to Secure their Leading RPA Solutions Advantasure's Secure SW is a Competitive Advantage YOU DON’T HAVE TO HAVE A TRADITIONAL HISTORY IN MARKETING TO BECOME A GREAT CMO… …just a unique perspective. Elana’s first marketing role was Head of Marketing at  Demandware. Before she was the marketer, her buyer was the marketer. She essentially marketed to marketers. Elana’s background has allowed her to work with many, many companies on many different aspects of marketing. “I was building a business. I wasn't a marketer. I was advising marketers, I was building our consulting practice and our consulting offerings. I was building our portfolio of services to marketing organizations.” - Elana Anderson ELANA’S TENURE AT VERACODE Elana’s team has been focusing on strengthening Veracode’s voice in the market. Before the impact of COVID-19, Veracode was at  RSA launching a new brand platform and visuals that inspire boldness and confidence to create software that changes the world. Read more about Veracode’s impressive booth display at RSA 2020. Elana has made structural changes to her team that bring out the strength of each core pillar of marketing. Achieving growth in your organization means plotting a vision for the future, getting people to recognize it, and fostering excitement within your team. MARKETING FUNDAMENTALS WILL ALWAYS REMAIN THE SAME Fundamentally, it’s about understanding what makes your customer tick and engaging them in conversation. Who is the customer? What do they want? What do they need? What do they feel? How are they moved? What’s their pain? “The idea of conversational marketing or customer engagement isn’t new. We’ve been talking about it for years.” - Elana Anderson VERACODE SECURITY LABS Veracode’s Security Labs enables developers to work in an interactive coding environment to find and fix appsec vulnerabilities. In launching the tool, Veracode’s mission is to empower developers to change the world while providing them with the skills needed to prevent attacks. VERACODE IS ALWAYS LISTENING Since Veracode can see how developers are integrating and interacting with the platform, they are able to use that data to provide valuable feedback and guidance. Veracode’s Customer Advisory Board enables customers to provide feedback on the product and engage directly with product managers. “Our business model behind what we do enables us to be a better partner.” - Elana Anderson THE MARKETING ADVICE ALL CEOS NEED TO HEAR Your CMO needs some independence in order to do their job effectively. Avoid silo marketing. Allow your CMO to focus on moving the business. A great CEO-CMO relationship resembles a strategic partnership. Many CMOs get stuck on the tactical implementation, the micro-view of marketing. You must consider the business as a whole and what it means to move the company forward. It’s about understanding the market, understanding the customer, and understanding what you’re trying to achieve as a business. “I’ve always been a student of marketing. I don’t bring a recipe book to the job.” - Elana Anderson HOW MARKETING LEADERS SHOULD FORM RELATIONSHIPS WITH ANALYST GROUPS Building rapport and trust with your analyst is essential. The relationship should never be transactional. It’s about getting to know each other. It’s about understanding tendencies and being able to engage and use that resource to help you further your business.

<a href="https://resources.goldenspiralmarketing.com/subscribe-to-studio-cmo" rel="noopener nofollow" target="_blank">Subscribe</a> | <a href="../../../podcast/006-true-value-of-marketing-fundamentals-elana-anderson-studio-cmo/#transcript" rel="noopener nofollow" target="_blank">Transcript</a> | <a href="https://www.speakpipe.com/studiocmo" rel="noopener nofollow" target="_blank">Comment</a> The Episode in 60 Seconds Elana Anderson, CMO of <a href="https://veracode.com" rel="noopener nofollow" target="_blank">Veracode</a>, sat down with us at RSA 2020 to discuss the essentials of effective marketing leadership. Elana has had an unexpected journey leading up to her current role. She began her career as a consultant at <a href="https://www.accenture.com/" rel="noopener nofollow" target="_blank">Accenture</a> and led many marketing and product teams before accepting a position at Veracode. According to her <a href="https://twitter.com/elanaera" rel="noopener nofollow" target="_blank">Twitter</a> profile, she is the “marketer marketing marketing to marketers.” This interview delves into: <ul> <li>How Elana's <a href="#leadership" rel="noopener nofollow" target="_blank">unique perspective</a> strengthens her marketing leadership</li> <li>How <a href="#growth" rel="noopener nofollow" target="_blank">Veracode has grown</a> since its last acquisition</li> <li>The value of revisiting <a href="#fundamentals" rel="noopener nofollow" target="_blank">marketing fundamentals</a></li> <li>What enables Veracode to be a <a href="#partner" rel="noopener nofollow" target="_blank">great partner</a></li> <li>The <a href="#advice" rel="noopener nofollow" target="_blank">marketing advice</a> all CEOs and CMOs need to hear</li> </ul> Our Guest <a href="https://www.linkedin.com/in/eranderson/" rel="noopener nofollow" target="_blank"></a><a href="https://www.linkedin.com/in/eranderson/" rel="noopener nofollow" target="_blank">Elana Anderson</a>’s marketing background spans nearly three decades as a marketing executive, industry analyst, and consultant working with Fortune 500 B2C and B2B enterprises. Previously, Elana led global marketing for the SaaS e-commerce leader <a href="https://www.salesforce.com/products/commerce-cloud/overview/?cc=dwdcmain" rel="noopener nofollow" target="_blank">Demandware</a> and was Vice President of Strategy and Products at marketing tech provider <a href="https://www.hcltechsw.com/products/unica" rel="noopener nofollow" target="_blank">Unica</a>. “Elana’s success building global brands in established and emerging markets is testament to her deep technology expertise and marketing prowess,” said Veracode CEO <a href="https://www.linkedin.com/in/sam-king-0643726/" rel="noopener nofollow" target="_blank">Sam King</a>. At <a href="https://www.veracode.com/" rel="noopener nofollow" target="_blank">Veracode</a>, Elana implements go-to-market strategies, creates programs to drive customer growth and advocacy, and amplifies Veracode’s global presence to reach new audiences and expand its geographic footprint. Show Notes Check out Veracode’s newly released case studies: <a href="https://www.veracode.com/resources/video/cox-automotive-secures-sw-for-20-plus-brands-with-veracode" rel="noopener nofollow" target="_blank">Veracode Enables Cox Automotive to Integrate Security into the SDLC and Increase Speed to Market</a> <a href="https://www.veracode.com/resources/video/automation-anywhere-leverages-veracode-to-secure-leading-rpa-solution" rel="noopener nofollow" target="_blank">Automation Anywhere Leverages Veracode to Secure their Leading RPA Solutions</a> <a href="https://www.veracode.com/resources/video/advantasures-secure-sw-is-a-competitive-advantage" rel="noopener nofollow" target="_blank">Advantasure's Secure SW is a Competitive Advantage</a> YOU DON’T HAVE TO HAVE A TRADITIONAL HISTORY IN MARKETING TO BECOME A GREAT CMO… …just a unique perspective. Elana’s first marketing role was Head of Marketing at <a href="https://www.salesforce.com/products/commerce-cloud/overview/?cc=dwdcmain" rel="nofollow" target="_blank"> Demandware</a>. Before she was the marketer, her buyer was the marketer. She essentially marketed to marketers. Elana’s background has allowed her to work with many, many companies on many different aspects of marketing. “I was building a business. I wasn't a marketer. I was advising marketers, I was building our consulting practice and our consulting offerings. I was building our portfolio of services to marketing organizations.” - Elana Anderson ELANA’S TENURE AT VERACODE Elana’s team has been focusing on strengthening Veracode’s voice in the market. Before the impact of COVID-19, Veracode was at <a href="https://blog.goldenspiralmarketing.com/rsa-2020-showcase-b2b-worlds-most-frenetic-marketplace-cybersecurity" rel="nofollow" target="_blank"> RSA</a> launching a new brand platform and visuals that inspire boldness and confidence to create software that changes the world. <a href="../../../rsa-2020-showcase-b2b-worlds-most-frenetic-marketplace-cybersecurity" rel="noopener nofollow" target="_blank">Read more about Veracode’s impressive booth display at RSA 2020.</a> Elana has made structural changes to her team that bring out the strength of each core pillar of marketing. Achieving growth in your organization means plotting a vision for the future, getting people to recognize it, and fostering excitement within your team. MARKETING FUNDAMENTALS WILL ALWAYS REMAIN THE SAME Fundamentally, it’s about understanding what makes your customer tick and engaging them in conversation. Who is the customer? What do they want? What do they need? What do they feel? How are they moved? <a href="../../../five-must-ask-questions-to-discover-your-b2b-prospects-pain-points" rel="noopener nofollow" target="_blank">What’s their pain?</a> “The idea of conversational marketing or customer engagement isn’t new. We’ve been talking about it for years.” - Elana Anderson VERACODE SECURITY LABS Veracode’s <a href="https://www.veracode.com/products/security-labs" rel="noopener nofollow" target="_blank">Security Labs</a> enables developers to work in an interactive coding environment to find and fix appsec vulnerabilities. In launching the tool, Veracode’s mission is to empower developers to change the world while providing them with the skills needed to prevent attacks. VERACODE IS ALWAYS LISTENING Since Veracode can see how developers are integrating and interacting with the platform, they are able to use that data to provide valuable feedback and guidance. Veracode’s Customer Advisory Board enables customers to provide feedback on the product and engage directly with product managers. “Our business model behind what we do enables us to be a better partner.” - Elana Anderson THE MARKETING ADVICE ALL CEOS NEED TO HEAR Your CMO needs some independence in order to do their job effectively. <a href="../../../how-and-why-integrated-marketing-works-for-b2b-tech" rel="noopener nofollow" target="_blank">Avoid silo marketing.</a> Allow your CMO to focus on moving the business. A great CEO-CMO relationship resembles a strategic partnership. Many CMOs get stuck on the tactical implementation, the micro-view of marketing. You must consider the business as a whole and what it means to move the company forward. It’s about understanding the market, understanding the customer, and understanding what you’re trying to achieve as a business. “I’ve always been a student of marketing. I don’t bring a recipe book to the job.” - Elana Anderson HOW MARKETING LEADERS SHOULD FORM RELATIONSHIPS WITH ANALYST GROUPS Building rapport and trust with your analyst is essential. The relationship should never be transactional. It’s about getting to know each other. It’s about understanding tendencies and being able to engage and use that resource to help you further your business.

006 | The True Value of Marketing Fundamentals with Elana Anderson