The Intersection of Data-Driven Strategies and Creativity in Product Marketing: A Conversation with Saoirse Hinksman In this sixth episode of the Launch Gravy Podcast, host Larry Weber interviews accomplished marketer Saoirse Hinksman, currently Sr. PMM at Apiiro, about her journey in marketing and the innovative approaches of Apiiro in the application security posture management (ASPM) space. They delve into the critical balance between creativity and data-driven marketing, the evolving emphasis on brand trust, and the importance of strategy in modern marketing efforts. Saoirse shares her insights on overrated marketing tactics, like the traditional press release, and underscores the necessity of quality over quantity in lead generation, content marketing, and social media. The discussion highlights the significance of alignment within marketing teams, data utilization for strategic decisions, and the challenges of distinguishing a brand in the competitive B2B landscape. Saoirse Hinksmon: LinkedIn: / saoirsehinksmon

00:00 Welcome to the Launch Gravy Podcast 00:17 Introducing Saoirse Hinksman and Apiiro 00:46 Understanding Apiiro's Unique Approach 02:46 Connecting Security Teams and Developers 05:03 Saoirse's Journey into Marketing 09:39 The Value and Evolution of Press Releases 17:56 Conference Strategies and Lead Quality 25:51 Debunking Marketing Myths and Misconceptions 29:26 The Impact of AI on Marketing 29:48 The Importance of Authentic Content 30:22 Challenges with AI-Generated Content 31:34 Leveraging AI for Content Creation 32:19 Balancing Brand Voice and AI 33:42 Understanding Customer Needs 34:55 The Role of Marketing in Business 36:48 Trends in B2B Marketing 37:24 The Importance of Brand Trust 41:44 Differentiation in the Tech Industry 47:16 Balancing Creativity and Data in Marketing 57:10 The Future of Product Marketing