Q&A with Kyle Lacy, Chief Marketing Officer at Lessonly

Kyle Lacy, CMO at Lessonly, has spent the last eight years traveling the world speaking at marketing and technology industry events on topics including content marketing, collaborative consumption, consumer behavior, email marketing, technology trends, digital marketing strategy, demand generation, B2B marketing, and social media management. He is the author of three books: Twitter Marketing for Dummies (Wiley, 2010), Branding Yourself (Pearson, 2011), and Social CRM for Dummies (Wiley, 2012). The following titles have been published in five languages and seven countries. Kyle has also been recognized as one of Indiana’s Forty-under-40 by the Indianapolis Business Journal, Anderson University's Young Alumni of the Year, and TechPoint's Young Professional of the Year.

Marketing is all about experiences. Experience is the only thing that keeps any of us relevant. There is beauty in the simplicity of it.



MEDIA 7: Could you please tell us a little bit about yourself? What inspired you to pursue a career in marketing?
KYLE LACY:
I started my career in marketing early on in my life. My father helped me start a mowing business in high school and taught me the ropes of marketing a business and myself. Unfortunately, Picture Perfect Yard Care was not the Billion Dollar Unicorn I thought it was going to be so I went to college.

My interest in marketing grew as I was involved in a record label and the world of music business in undergrad. After graduating from college, I spent some time as a self-taught graphic designer at a small agency in Indianapolis. After learning the ropes (again), I started an agency focused on social media and branding. Entrepreneurship gives you the best marketing lessons. I had to market myself, the company and our products.

I was fully invested in marketing after I read the book Emotional Branding by Marc Gobe. The subtlety of the human emotion in product design and advertising inspired me. After that, I fell in love with software after stints at ExactTarget, Salesforce, OpenView, and now Lessonly. Marketing is all about experiences. Experience is the only thing that keeps any of us relevant. There is beauty in the simplicity of it.

M7: What factors do you take into consideration while designing different types of employee training courses?
KL:
There are two types of learning – immediate and continuous. What does the employee need to know immediately while onboarding? Things like buyer persona, company strategy and team structure come to mind. And then, what does the employee need to practice continuously? Pitching, messaging, etc.


Now that companies have the remote infrastructure in place, they are focusing on hiring the best people, not just the most local. It’s exciting!



M7: What are the major advertising and marketing tools you use to hike up the brand awareness of your company?
KL:
I’ll just publish our tech stack.



I believe the top three product marketing challenges were challenges before COVID-19. Are you able to enable all customer-facing teams with the right information related to your use case and personas?



M7: What do you see as the most noticeable change right now happening in the workforce, encouraged by the rise of digital technologies?
KL:
The most notable change is the rise in hiring across the world. Now that companies have the remote infrastructure in place, they are focusing on hiring the best people, not just the most local. It’s exciting!

M7: What do you believe are the top three product marketing challenges in the post COVID-19 era?
KL:
I believe the top three product marketing challenges were challenges before COVID-19.

Enablement – Are you able to enable all customer-facing teams with the right information related to your use case and personas.
Launches – How do you break through the noise (which is louder than ever)?
Pricing & Packages – This is impossible and takes a ton of effort.

M7: What do you read, and how do you consume information to stay at the top of your game?
KL:
My main consumption points are Twitter, LinkedIn, and Revenue Collective (a membership-only community for revenue leaders). I usually follow and ask questions of peers outside of reading the trends newsletter.

M7: What is your marketing mantra to stand out in the HRTech space?
KL:
The only thing that matters is the experience the prospect has with your brand. It’s the only thing that makes us relevant.

ABOUT LESSONLY

Lessonly is a powerfully simple training, coaching and enablement solution that's helping teams ramp faster, continuously improve and close more deals.  Lessonly is used by over 3 million learners at more than 1,000 leading companies including Trunk Club, Jostens, and U.S Cellular to share knowledge, develop skills, and reinforce best practices. The result is faster onboarding, higher NPS scores, more closed deals, and a superior customer experience. Learn more at lessonly.com.

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In business for more than 140 years, we’re helping more than 61 million customers1 plan, protect, invest, and retire, while working to support the communities where we do business, and build a diverse, inclusive workforce. Principal® is proud to be recognized as one of the 2023 World’s Most Ethical Companies® by Ethisphere2, a member of the Bloomberg Gender Equality Index, and a “Best Places to Work in Money Management3.”

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With Single Sign-On (SSO) for fast connections to care within 60 seconds, Alight Worklife enhances the participant experience. CirrusMD’s Physician-first Care & Guidance approach to virtual primary care provides members with always-on, instant access to a doctor via chat-first modality. CirrusMD’s multidisciplinary clinical team conducts encounters on a proprietary clinical intelligence engine that provides real-time insights to physicians based on data from millions of patient-physician interactions. Once employees connect with physicians, CirrusMD offers a seamless, efficient and patient-centric virtual care experience by Connecting patients to physicians in less than a minute, 24 hours per day, 365 days per year, Delivering advanced primary care that includes behavioral health, women’s health, acute care, chronic condition management and more, Physician-led seven-day experiences, interactions that allow time for in-depth diagnosis and treatment, reducing the high costs associated with multiple follow-ups, Text-based chat with options for video, voice and images when needed, Immediate referrals to employer benefits and in-network resources, And real-time Spanish language translation to help overcome potential language barriers. Optimizing the integration of healthcare benefits and clinical workflows The strategic partnership enables employers to select CirrusMD as part of their Alight Healthcare Navigation offering within the Alight Worklife platform. As well, CirrusMD providers benefit from access to Alight’s Symptom Checker results and can reference benefit programs available to the participant which can serve to facilitate patient follow-ups with both CirrusMD care teams and Alight Health Pros for a comprehensive healthcare journey support. This combined solution provides ongoing navigation to appropriate referrals and resources. For example, Alight's support for individuals with Behavioral Health conditions aligns seamlessly with CirrusMD, offering quick access to virtual Behavioral Health support when needed. Employees can be directed to other types of care options such as virtual physical therapy, through referrals made directly from CirrusMD or Alight. “At CirrusMD we are reimagining the point of care to provide the time and information needed to support a productive dialog between patient and physician, giving both the time and information they need for exceptional care experiences,” said Jamie Hall, president and CEO of CirrusMD. “This strategic agreement represents an important milestone in advancing virtual primary care, combining the strengths of Alight Solutions and CirrusMD to transform the healthcare experience for individuals and employers alike.” CirrusMD boasts an 83% issue resolution rate and an 93% overall patient satisfaction rate, and serves notable customers including health plans, large employers and the U.S. Department of Veterans Affairs. 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CirrusMD improves speed to care, removes barriers to physicians, brings patient data into the care encounter, and promotes transparency at the point of referral. We believe that when you provide immediate, affordable care at scale you can drive the change needed to improve health and lower cost across an entire population.

Read More

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Lessonly

Lessonly

Lessonly is a powerfully simple training, coaching and enablement solution that's helping teams ramp faster, continuously improve and close more deals. Lessonly is used by over 3 million learners at more than 1,000 leading companies including Trunk Club, Jostens, and U.S Cellular to share knowledge...

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