Strategically Organizing Your Own Customers

Pipeline Visionaries

07-05-2024 • 46 mins

This episode features an interview with Kristin Russel, CMO at symplr, a company that offers healthcare operations solutions, anchored in governance, risk management, and compliance.

In this episode, Kristin talks about not only creating a category, but also creating roles for the people who work in that category, in an effort to organize their customers. She also discusses going to market with the human in mind and authentic marketing.

Key Takeaways:

  • Creating a category involves driving brand recognition, but it also requires educating your customers and thinking about creating jobs within the category you are building.
  • If you have a smaller budget, “brandquisition”, focusing on brand acquisition efforts with a very recognizable brand, can be a useful strategy.
  • Prioritize featuring real people on your website. Focus on creating content and going to market authentically with real people in mind.


“When you think about creating a category, we're also thinking  about how do we create people who work in that category? How do I create a healthcare operations director or the manager of healthcare operations for workforce? And so, crazily enough, thinking about not just our content, but also working with our training team, working with the ways that we're reaching out and organizing our own customers.”

Episode Timestamps:

*(5:56) The Trust Tree: Going to market with the human in mind
*(20:58) The Playbook: “Brandquisition” and SEO

*(38:13) The Dust-up: Using the “Lencioni approach” to work through disagreements


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