Former Student Interview: Shannon McCluskey

I am very happy to share with you an interview conducted with a former student of mine, Shannon McCluskey, Marketing Manager, SurveyMonkey. I met Shannon when she was a Master’s Degree student in my Principles of Marketing in a Globalized World class at the University of Waterloo campus in Stratford, Ontario Canada. Impressed by her background in marketing combined with her passion for entrepreneurship and digital media, I stayed in touch and have watched Shannon excel over the years.

Due to the wide-ranging number of topics covered in this 22-minute interview, below please find key topics organized by timecode:

0:00:23   Introduction
0:00:29   Fluidreview, a SurveyMonkey Product
0:01:08   Start of Career and Evolution to Marketing Manager
0:02:05   Role at Fluidreview and SurveyMonkey
0:02:47   Outbound and Inbound Marketing Goals and Objectives
0:03:24   Fluidreview Target Market
0:03:58   Attracting B2B Customers
0:05:00   The Sales Funnel
0:07:42   B2B vs. B2C Content Marketing
0:08:35   Unique Aspects of the B2B Sales Cycle & Role of the Sales Team
0:11:22   Hosting Live Webinars to Inform and Convert Prospects
0:12:56   Promoting Webinars to a Target Audience
0:13:42   Packaging Webinar Content into Promotional Pieces
0:14:42   Role and Challenge of Metrics in Marketing
0:17:08   Key Trends in B2B Marketing Automation
0:19:49   Lesson One: Stakeholder Management
0:20:31   Lesson Two: Creating Value

Connect with Shannon McCluskey on Twitter or on LinkedIn.

BACKGROUND: One of the benefits of having taught for a number of years is that I have ended up with many former students. All of them go on to do great/interesting things and I have been fortunate enough to have remained in touch with some of them. In this “former student interview” series, I feature their accomplishments and struggles so that others may be inspired or possibly even learn from their trials and tribulations. Ultimately, my favorite part of teaching has always been to watch others succeed as a result of my contribution, however small.