Start Building Connections, NOT Just Campaigns ft Karen Sung | Hard Corps Marketing Show | Ep 437
What does it take to create a marketing strategy that drives demand and empowers your channel partners?
In this episode of The Hard Corps Marketing Show, I sat down with Karen Sung, Chief Marketing Officer at Cyber Defense Group. Karen shares how smart marketers divide their focus between direct customer outreach and empowering channel partners, showing how the two motions fuel each other for greater growth.
Karen explains why partner success starts with strong brand awareness, why you need buyer personas for partners as well as customers, and how data-guided decisions keep every campaign efficient and measurable.
In this episode, we cover:
- Why direct marketing builds trust that partners can leverage to close deals
- How to create detailed buyer personas for channel partners and customers alike
- How ready‑to‑use marketing kits make co‑marketing fast and consistent
- Using data to prove ROI and continually optimize campaigns
If you want to strengthen partner relationships, build a recognizable brand, and drive smarter campaigns with data, this episode is packed with actionable insights you won’t want to miss!
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Connect with Karen:
- LinkedIn: https://www.linkedin.com/in/karen-sung-9b8181b/
- Cyber Defense Group’s website: https://www.cdg.io/
- Twitter: https://x.com/karenrsung?lang=bg
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- YouTube: https://youtu.be/PADRTAfTv8Q
Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Creators and Guests
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.