Inside Customer.io’s B2B Marketing Strategy: Org, GTM, and Growth Channels with Jason Lyman

#263 Marketing Strategy | Dave is joined by Jason Lyman, CMO at Customer.io, a customer engagement platform used by over 7,500 companies. Jason has led marketing at Dropbox, BetterCloud, and now heads a 30-person team driving growth across both PLG and sales-led motions.

Dave and Jason cover:

• How to structure a B2B marketing org for scale, alignment, and channel ownership
• Why events are their #1 channel and how creative formats drive real pipeline
• The KPI + OKR system they use to prioritize work and measure marketing’s impact

You’ll walk away with a clearer understanding of how to design your team, focus your strategy, and invest in channels that actually drive results.

Timestamps

• (00:00) - – Intro
• (02:18) - – What Customer.io does and who they serve
• (03:18) - – Growth story: from bootstrapped to private equity-backed
• (05:18) - – Team size and breakdown of the 30-person marketing org
• (07:18) - – Balancing PLG and sales-led within one team
• (09:18) - – How the org is structured: focus teams vs. centers of excellence
• (11:18) - – Aligning team goals to sales motions and funnel stages
• (13:18) - – How Customer.io prioritizes internal marketing requests
• (15:18) - – Avoiding the “who bangs the table loudest” trap
• (16:18) - – Cross-functional alignment with sales and product
• (18:18) - – KPI vs. OKR: how Customer.io uses both
• (22:44) - – Examples of key KPIs for the business
• (24:44) - – How OKRs cascade across the org
• (26:44) - – Why structured goal setting leads to better marketing impact
• (28:44) - – What channels are working: events are back
• (29:44) - – Examples of creative event formats that build community
• (31:44) - – Building pipeline without pitching at events
• (33:44) - – How Customer.io defines and tracks long-term influence
• (36:44) - – The decline of SEO and rise of AI-influenced buying
• (38:44) - – Why positioning is more important than ever
• (40:44) - – Product and marketing alignment in a modern org
• (42:44) - – Selling both the product and the roadmap
• (43:44) - – Jason’s one wish for marketers: better customer data
• (45:44) - – Personalization, adaptability, and breaking through the noise
• (46:44) - – Closing thoughts

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