On the road: Rachael Ferranti, Foundry

Join Rick and Rachael Ferranti, VP of Marketing at Foundry, for a captivating exploration of personal and professional growth, partner marketing 101, and the power of authentic relationships. Rachael shares her career journey from culinary beginnings as a grill master to her evolution into marketing leadership. The conversation dives into the nuances of partner marketing programs, the art of storytelling in B2B, and an exciting inside look into the story behind the podcast.

In the latest episode of “On The Road,” host Rick Currier welcomes Rachael Ferranti, Head of Corporate Marketing at Foundry, for an engaging discussion about career journeys, marketing strategies, and the importance of relationships in the business world. The conversation, filled with personal anecdotes and professional insights, provides a fascinating glimpse into Rachael’s career path and the evolving landscape of marketing.

From grillmaster to corporate marketing

Rachael’s journey into marketing is anything but conventional. Originally from outside Boston, she spent her early 20s in Colorado, where she moved on a whim. “I did the Colorado thing that a lot of people in their 20s do,” Rachael shares. “I ended up landing the job with Selling Simplified my first month there.” Her transition from a fine dining chef to a marketing professional is a testament to her adaptability and determination.

“There’s definitely a glory associated with the grill master, You’ve got the flames behind you. I loved it.” – Rachael Ferranti

She fondly recalls her time in the culinary world, where she managed busy kitchens and perfected the art of grilling. “There’s definitely a glory associated with the grill master,” Rachael laughs. “You’ve got the flames behind you. I loved it.”

Navigating the marketing landscape

At Foundry, Rachael oversees corporate marketing, a role that encompasses PR, social media, and corporate messaging. “I’m responsible for overseeing things like our corporate messaging, PR, what events we want to be at, and how we’re being perceived,” she explains. Measuring success in this role can be challenging, as it goes beyond simple metrics. “It’s about followers, social listening, and whether we are part of conversations on social media,” she says.

In performance marketing, you can track everything. Sometimes I feel like you lose sight of the overall awareness generated from a demand gen program” – Rick Currier

Rick and Rachael delve into the complexities of performance marketing versus brand awareness. “In performance marketing, you can track everything,” Rick notes. “Sometimes I feel like you lose sight of the overall awareness generated from a demand gen program.” Rachael agrees, emphasizing the importance of sentiment, trust, and awareness in marketing efforts.

The power of relationships

Throughout the episode, the importance of relationships in marketing and sales is a recurring theme. Rick shares his own career journey, highlighting how focusing on relationships transformed his approach to sales. “I took a step back and focused on the relationship side,” he says. “Being authentic and a good partner was a turning point in my career.”

Rachael echoes this sentiment, reflecting on her experiences and the relationships that have shaped her career. “It’s about making connections with people and communicating,” she says. This focus on relationships is particularly relevant in partner marketing, where collaboration and trust are essential.

Challenges in partner marketing

The conversation also touches on the challenges of partner marketing. Rick explains that partner marketers often need to prove their value internally, a task complicated by the use of multiple CRMs and the involvement of third parties. “A lot of it comes down to setting the proper expectations on what we can track and cannot track,” he says.

Rachael is curious about the intricacies of partner marketing, especially the dynamic between large enterprises and smaller partners. “Sometimes you’re dealing with partners that are bigger than the company they’re partnering with,” she notes. Rick acknowledges this complexity, emphasizing the need for clear communication and collaboration to ensure successful outcomes.

Looking ahead: Foundry’s 60th anniversary

As Foundry celebrates its 60th anniversary, Rachael is excited about the upcoming plans. “There’s an IDG component, an IDC component, and an editorial component,” she reveals. “We’re digging back into the ‘Mad Men’ era and looking at old covers. It’s an honor to be part of a company that has been so monumental in technology.”

Rick and Rachael discuss the significance of storytelling in marketing, a theme that resonates throughout their conversation. “Stories inspire, data connects,” Rachael says, summarizing Foundry’s approach. This focus on storytelling and relationships underscores the company’s commitment to meaningful connections and impactful marketing.

“At the end of the day, it’s all about relationships.” -Rachael Ferranti

Conclusion

Rachael Ferranti’s journey from a grillmaster to a corporate marketing leader is a story of adaptability, determination, and the power of relationships. Her insights into the complexities of marketing and the importance of storytelling provide valuable lessons for marketers and business professionals alike. As Foundry looks ahead to its 60th anniversary, the company’s commitment to relationships and authentic connections remains at the forefront of its mission.

In a world where metrics and data often dominate, Rachael and Rick remind us that the heart of marketing lies in human connections and compelling stories. As Rachael aptly puts it, “At the end of the day, it’s all about relationships.”

Rachael Ferranti is the VP of Marketing at Foundry.

About Foundry, an IDG Inc. company:  

Foundry helps companies bring their visions to reality through a combination of media, marketing technologies and proprietary data on a global scale. Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands, awards, and events, all engineered and integrated to drive marketing campaigns for technology companies. Foundry is dedicated to generating and innovating with data, driving demand for technology marketers with 38 offices in markets around the globe. Foundry is a wholly owned subsidiary of International Data Group, Inc. (IDG), the world’s leading tech media, data, research and marketing services company. To learn more about Foundry, visit www.foundryco.com.