Our guest is Jemmi Laaninen, Marketing Ops Director at Leadoo Marketing Technologies. 

What's marketing ops?

It's making problems disappear before other people even had those on their radar, smoothing friction, and enabling others to focus on the things that matter the most.

It's also being the Emotional Support Marketer.

That's where Jemmi excels!

Put together analytical numbers-nerd, who loves to study behavioral data and the human mind, has vast experience in digital marketing, project management, and martech, and who loves systems but also thrives with endless curiosity and opportunities, and you'll get Jemmi.

When she was a kid she wanted to become a psychologist when she grow up, but she was told she was too sensitive for that. She became a marketing professional instead. Her mom said she just literally clearly wanted to work with the human mind in one way or the other it seems.

So I have worked with B2B and SaaS businesses for the better part of my career, in marketing and business development-related roles, leading key accounts, product launch marketing initiatives, teams, and business-critical projects. Acting as the glue between different functions and finding always better ways to work together are one of the most rewarding parts of her work.

Here's what we talked about.

0:00 - Intro
2:39 - Jemmi's background
4:45 - Overthinking leads to complication 
6:08 - How has the company evolved since Jemmi joined
10:23 - Setting up things for further growth
11:53 - Marketing can’t do it alone
15:20 - Getting into CRM is a must!
16:20 - Measuring marketing against the MQLs
17:05 - Understand what you can measure 
18:37 - Combining data for marketing and sales
21:38 - Story and the buying experience is what differentiate companies
24:09 - Make your website the BEST possible sales channel!
25:52 - DON’T force everyone through the SAME sales funnel
29:38 - Technology won’t make any difference
34:09 - "Color of the button" myth DEBUNKED
37:10 - Rebranding and changing the website does not equal success
40:26 - Internal efficiency of marketing ops is crucial for the company
48:23 - The weirdest list that Jemi has created
50:09 - Books help us escape the real world
51:16 - What are people inside Jemmi's team doing
55:21 - Outro

Follow Jemmi on LinkedIn: https://www.linkedin.com/in/jemmi-laaninen/

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Funky Marketing is a podcast in which we're talking with entrepreneurs, marketers, advertisers, designers, artists, and all those people that are doing an amazing job for amazing people.

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