This time on Pipeline Brew, Matt is joined by Andrew Racine, VP of DemandGen and Growth at Writer, the full-stack generative AI platform for enterprises.

Andrew shares the journey he’s taken through the SaaS industry to where he is today, including how he got his start with HubSpot originally as an SDR. His transition to other major organizations such as MongoDB and Fivetran are a reminder of how career paths are seldom linear, especially in marketing.

One consistent highlight from their conversation is Andrew's emphasis on the importance of human connection in marketing, a refreshing take in an era dominated by automation and data-driven strategies. Andrew underscores the necessity of understanding customer needs deeply, distinguishing Writer’s approach to create GenAI applications that can tackle business problems and amplify human effort, not replace it.

Marketers looking to level up their own career should keep an ear out for two pieces of advice: the power of empathy and the long-term importance of brand over short-term metrics. Also stay tuned to hear about baseball, parenting, and the west coast.

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Guest Bio

Andrew Racine is a seasoned marketing professional currently serving as the VP of Demand Gen and Growth at Writer, a leading generative AI platform. With a robust background in demand generation, he has previously held significant roles at Fivetran, Turbonomic (an IBM company), and MongoDB. Racine's expertise lies in helping companies scale their marketing efforts effectively, leveraging his experience from various high-profile organizations. He holds an MBA from Babson College and has a history of driving growth through innovative marketing strategies.

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Guest Quotes

“People want to be heard. They want to be understood and they want to spend their time on things that are going to help them advance. And so you need to have those in mind, not in a selfish way, but in a way that will help them achieve their goals. And if you can help them do that, hopefully they pick you again and it's a win-win.”

“We're just really trying to get people to understand how we can help them solve a specific problem. And then our job in marketing is just getting really good at understanding their problems and those use cases that make it a no brainer to invest in something like generative AI. So that focus – it is fast because we have to keep at pace with the market, and maybe even be a little bit ahead of it. But [also] we need to be focused on what really matters to folks and not get swept up into all the noise.”

“If you're constantly playing those growth hack games, I just think you're constantly going to be looking for more and more silver bullets and it'll take you away from the long term investments. And so, I think fundamentally Demand Gen needs to be looked at from a long term view. And the one thing that I've learned is just the importance of brand and that's not always in the purview of a Demand Gen Marketer.”

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Time Stamps

00:00 - Episode Start

00:55 - Ice Breaker

03:02 - Andrew's Background

06:38 - Early lessons in empathy

07:52 - What is Writer?

11:22 - How Writer stays connected to their customers

13:43 - Leveraging field marketing

15:30 - Drinking your own champagne

18:37 - "Writer Speed"

20:45 - Start with the problem

24:13 - How to maintain the human element

26:39 - Bring it back to brand

33:17 - What's on Tap

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Links

• Connect with Andrew Racine on LinkedIn
• Check out Writer
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360