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420: How to Find and Use Reputation Data with Liz Carter, CMO at Reputation

Liz Carter has been in marketing for over 20 years and has been a CMO for the past four years. First at ServiceMax and now at Reputation. Liz grew up in a small town in North Carolina, where her family runs a hosiery manufacturing company. Eager to venture out, she moved to Atlanta, where she began doing gig work to pay the bills. Eventually, in 2001, she began doing event marketing for Internet Security Systems, where she began to learn the ins and outs of the software business. From there, she escaped the South to California for a job with SuccessFactors, where she realized there was a real career path for her in the software industry.

On the show today, Alan and Liz talk about her life as a kid growing up in North Carolina, her path to becoming CMO at Reputation, and how the CMO role is evolving. We also discuss why it’s important for marketing to harness reputation data through a couple real-world examples and how understanding that data can drive M&A decisions as well as product and service changes. Reputation helps their customers understand their reputation, manage it, get insights from that information, and take action that provides trust and transparency back to the consumers, which will help them understand what to expect. Liz tells us that as more reputation data becomes available online, consumers are buying primarily based on reviews, star ratings, and what they see on their social feeds. 

In this episode, you’ll learn about:

  • What are consumers trying to understand with online reputation data? 
  • How have CRMs changed marketing and the CMO role?
  • How can marketing teams harness reputation data?

Key Highlights:

  • [01:40] How Liz got into software
  • [04:05] From ISS to Reputation
  • [07:00] What does Reputation do, and who do they serve?
  • [08:30] The Wide World of Reputation data
  • [10:10] The evolution of the CMO role
  • [16:15] How can marketing teams harness reputation data?
  • [22:25] The future of reputation data
  • [26:30] Noteworthy experiences from her past
  • [28:00] Advice to her younger self 
  • [28:30] Something Liz is trying to learn more about 
  • [31:30] Trends and subcultures to watch 
  • [33:05] The largest opportunities and threats facing marketers today

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