“Encapsulate the essence of the offer in the top four inches of the page,” Flint McGlaughlin teaches in Above-the-Fold Strategy: 4 ways to write powerful sub-headlines (https://meclabs.com/course/sessions/above-the-fold-strategy/). And this essence should inform your entire funnel, from initial ad to final conversion.

I was reminded of this quote when our guest shared the lesson “PR and storytelling come first” – essentially, the story should be the essence of your campaign, and kickoff the campaign as well as inform its downstream messaging – so I asked him about it. 

You can hear how he responded, along with many more lesson-filled stories (and even the first-ever How I Made It In Marketing rap), when you listen to this episode with Lucas Welch, Vice President Corporate Marketing, Highspot (https://www.highspot.com/).

Welch manages a team of 14 people and four agencies and oversees a $3 million budget.

Highspot has raised $650 million in venture capital funding since launching in 2012. Most recently, the company closed a Series F round that valued the company at $3.5 billion. It has millions of users around the world.

Stories (with lessons) about what he made in marketing

• The power of integrated storytelling and community
• Feedback is respect
• Bring your whole personality into work
• PR and storytelling come first
• Build genuine connections that uplift all involved
• Learn it all

Related content mentioned in this episode

Above-the-Fold Strategy: 4 ways to write powerful sub-headlines (https://meclabs.com/course/sessions/above-the-fold-strategy/)

About this podcast

This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.

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Daniel Burstein Podcaster

Daniel Burstein is the Senior Director of Content and Marketing at MarketingSherpa and the host of the ‘How I Made It In Marketing’ podcast, where he talks to marketing leaders about the lessons learned through their careers.

He also reports on successful marketing campaigns and industry data in MarketingSherpa articles, and helps facilitate the AI Guild from MarketingSherpa's parent organization, MECLABS Institute.

Daniel has 23 years of experience in copywriting, content writing, interviewing, speaking, business journalism, content marketing, sales enablement, and field marketing communications.