Interview 08

Stephanie Cox

President at Lumavate

Stephanie Cox, President at Lumavate

Stephanie Cox Discusses Her “Why Not?” Approach for Successful B2B Marketing Experimentation

President of Lumavate Stephanie Cox started her career in digital marketing just as the digital revolution was starting to take shape. She shares her advice for staying innovative in a hyper-accelerated industry.

Stephanie Cox lives for “crazy” ideas. She has them—self-admittedly—multiple times a week. Yet, those crazy ideas become not-so-outlandish when they turn into actionable plans that keep her teams ahead of the changing landscape of the digital world.

Cox is a sales and marketing expert with more than 15 years of digital marketing experience. She’s held leadership roles at companies such as Salesforce, Project Lead The Way, ExactTarget, and Ingersoll Rand, among others.

As the newly appointed President of Lumavate, a no-code app development company, Cox plans to expand the company’s leadership team and lead Lumavate’s product roadmap. The company recently opted to evolve its sales strategy from a direct-selling model to a model that encompasses product-led growth. As a result, Cox supported a massive rebuild of the Lumavate platform and migration of all existing customers—which all took place in less than four months. Talk about fast-paced!

In this episode of Change Agents, Cox discusses:

  • How testing and learning new marketing strategies can set expectations accordingly for “big-ticket” ideas.
  • Critical takeaways for senior leaders to boost the free flow of creativity from their teams.
  • Why starting small with innovative approaches can help mitigate the effects (and fear) of failure.

Cox is a marketing optimist. She believes this way of thinking has served as her beacon for team and product leadership: “We’re always so quick to say the reasons why something won’t work; we rarely think about the reasons it could work.”

Playing it safe doesn’t always pay off in marketing. It’s one of the few areas where Cox believes we shouldn’t play it safe. However, many B2B marketers often fall into the rut of risk-averse strategies that don’t always yield the highest return. “I always tell my team, ‘there are no bad ideas.’ What worked five years ago may not work today. What worked a month ago may not work tomorrow.” Often, the only way to figure out a path forward is to try new things. 

Watch this episode to hear Cox’s perspective on how to be the type of leader that teams trust in the face of uncertainty and why it’s so important to encourage experimentation, despite the potential fear of failure.

Ashley Shailer
By: Ashley Shailer
VICE PRESIDENT,
MARKETING
Ashley has spent more than ten years designing and implementing world-class demand creation and lead management strategies that leverage the latest in marketing technology. She’s held client-side and analyst roles in marketing systems and marketing operations, and consulting roles that leverage her unique expertise in lead nurturing, account-based plays, content, messaging, and social media strategy for more than 40 clients.

In her spare time, she can be found enjoying a good super hero movie, a solid single malt, and dessert (not necessarily in that order).
Back to all videos
Ashley Shailer
By: Ashley Shailer
VICE PRESIDENT,
MARKETING

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