Vidya Peters is Marqeta’s chief marketing officer, responsible for the company’s global marketing efforts. She drives marketing strategy and execution including brand, PR, corporate marketing, product marketing, events, and demand generation. Vidya joined Marqeta from MuleSoft where she led their 100+ person global marketing team in establishing MuleSoft as a category creator.
This episode features an interview with Vidya Peters, CMO of Marqeta. Vidya is widely recognized as one of the top leaders in Financial Technology, and joined Marqeta in 2019 after previously serving as CMO of MuleSoft, which she helped scale into one of the most successful and fastest growing public enterprise software companies.
In this episode, Vidya discusses the most important elements of setting your strategy for the year, how to keep up with the rapidly changing MarTech landscape, the key elements of her tech stack that she couldn’t live without, and much more.
“The reality is when you go out and try to put your strategy to work in the market, you realize that every bullet, sub-bullet, and tiny little word in your plan can take months to execute and longer to execute successfully…there's a very large crevasse between thinking about the answer and actually operationalizing the answer and making it successful.”
“Sometimes we make this huge mistake of saying, all right, I'm going to go bid on Google AdWords and put up a ton of money and then I'll feed those leads to the sales organization. Then what you often hear back is all of those leads were low quality. What's important is to start with the strategy first and then know that all the channels and all the technologies that you have in your arsenal are in service to that strategy.”
“Our goal here is to have the closest partnership with sales on the strategy up front, determine the right channels to reach those accounts–whether that's through targeted events, digital channels or a content strategy–and be the domain leader for the keywords and the topics that we care the most about.”
“I'm a big proponent of really leading with content and thought leadership to earn the right to be able to have a conversation with your prospects. It's less about pushing messages and ads, and more about answering customer questions and being helpful to them and earning the right to speak to them.”
“You still have to put money in Google AdWords and you still have absolutely dominate the keywords in your category and your space. If someone were to cut my Google AdWords, I’d say we just lost our competitive moat and it can take a long time to earn that back.”
“Technology is changing so fast in software, and so much is changing so quickly, that marketing has a responsibility to not only keep up with those changes, but to be an educator and a trusted informer to the market. Because unless your buyers understand this quickly changing space, they're not going to be equipped to make purchase decisions with the right information.”