How we’re building a marketing engine to move upmarket

As Intercom continues to grow and expand its offerings to multiple target markets, the company is working to maintain a unified message and overall brand vision. Shane Murphy-Reuter, the new head of Marketing, has brought his experience as a marketing leader in both B2C and B2B to help align the team around a common mission. He emphasizes the importance of defining clear narratives, turning them into marketing campaigns, and managing those campaigns in an integrated way. However, this can be challenging, especially when trying to connect with multiple target markets and avoid watering down the story. Shane also stresses the need for smart testing, making sure that hypotheses are tested against each other rather than just validating assumptions. Additionally, he highlights the importance of knowing when to switch up tactics to continue growth, and has set goals for the Marketing team to nail their story, iron out pricing and packaging, and drive leads through a balanced mix of media investments over the next 12 months.

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