5 Keys For Marketing Multiple Products to Multiple Personas with Elyssa Steiner, CMO of Cantaloupe

How can a five-step marketing strategy drive B2B growth, improve sales alignment, and leverage market insights?

In this episode of The Revenue-Driven CMO, I sit down with Elyssa Steiner, the CMO of Cantaloupe, a leader in self-service commerce technology. Together, we dive into Elyssa’s proven five-step strategy for driving business growth through marketing—designed to fuel product adoption, boost customer success, and ensure long-term impact.

Elyssa shares her expert insights on building effective marketing strategies by understanding your audience, researching the total addressable market (TAM), and prioritizing high-value products. She highlights the importance of creating comprehensive playbooks and continuously gathering feedback to refine strategies and sustain growth.

During our conversation, Elyssa also talks about the value of listening to sales teams and how leveraging TAM data can help make more informed, strategic decisions. With over a decade of experience, she emphasizes the need for strong collaboration between sales and marketing teams while staying closely connected to market trends and customer feedback.

Key takeaways include:

• How to align sales and marketing teams for stronger, more effective collaboration.

• The importance of understanding your audience and researching your total addressable market (TAM).

• How prioritizing high-value products can accelerate growth.

• The role of playbooks and continuous feedback in refining marketing strategies.

• Actionable tactics for leveraging market insights to make strategic decisions.

If you're a marketing leader in B2B, SaaS, or tech, this episode is packed with valuable insights and strategies to help you build more effective, growth-oriented marketing initiatives. Whether you’re looking to improve product adoption, refine your marketing approach, or foster deeper collaboration with sales, this discussion will give you the tools and knowledge to drive long-term success.

 

Quote of the Show:

 ” I firmly believe that marketing drives the growth of the business by taking the lead and really aligning every department to a shared goal.” -Elyssa Steiner

 

Connect with Elyssa:

• LinkedIn: https://www.linkedin.com/in/elyssasteiner/ 

• Company website: https://www.cantaloupe.com/ 

Ways to Tune In:

Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo 

Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950   

Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17 

iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/ 

Listen Notes: <