Jackie Yeaney is the CMO at Tableau, where she is responsible for empowering and educating people on seeing and understanding their data.
In this episode, Jackie and I discuss how she ended up at Tableau, what Tableau is working on, and how they go to market. Jackie has more than 20 years of experience as a marketer, but she started her career as an Air Force officer. Later on, we discuss what she thinks marketers should focus on and the misconceptions and responsibilities of being on a board of directors.
Jackie says that being a successful marketer “has far more to do with being data-driven, understanding your customer and the market better than anyone else, and putting your energy there to target and be relevant.” She believes companies win by doing these things. Not by screaming from the rooftops.
In this episode, you’ll learn:
- The importance of seeing and understanding data
- Maintaining brand voice during an acquisition
- How to build trust and relevancy with your audience
Key Highlights:
- [01:58] Jackie’s side hustle
- [04:34] Jackie’s career journey
- [07:51] Who is Tableau?
- [09:58] Overcoming the fear of being data-driven
- [12:22] Salesforce acquires Tableau
- [14:01] Maintaining Tableau’s voice in the acquisition
- [19:24] Building trust and relevancy with your audience
- [23:54] The misconception of being on a board of directors
- [30:12] An experience that defines Jackie makes her who she is
- [37:04] A topic marketers should be learning more about
- [39:30] The brands and organizations Jackie follows
- [41:42] The biggest threat and opportunity for marketers
Resources Mentioned:
- Tableau
- Jackie Yeaney
- Blind Ambition Fitness (family business)
- Tableau Public
- Salesforce Acquisition of Tableau
- Tableau Covid Hub
- Talkspace
- Avaya
- Brands Jackie follows: Peloton, StitchFix, LinkedIn, Airbnb
Subscribe to the podcast:
- Listen in iTunes (link: http://apple.co/2dbdAhV)
- Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen in Spotify (Link: http://spoti.fi/2mCUGnC )
Connect with the Guest:
- Jackie’s LinkedIn: https://www.linkedin.com/in/jackieyeaney/
- Jackie’s Twitter: https://twitter.com/jackieyeaney
- Tableau on Twitter: https://twitter.com/Tableau
Connect with Marketing Today and Alan Hart:
- http://twitter.com/abhart
- https://www.linkedin.com/in/alanhart
- http://twitter.com/themktgtoday
- https://www.facebook.com/themktgtoday/
- https://www.linkedin.com/company/marketing-today-with-alan-hart/
Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.