Growing upmarket as a company means more than just hiring account executives to sell into new territory.

Lauren Weinberg, Global Head of Marketing and Communications at Square, a financial services and digital payments company, knows this first hand.

Before sales teams can even start selling, extensive research needs to be done in order to understand who the personas are in the new market and how they think and operate differently from the personas that reps may be used to selling to. It means tapping into the marketing channels you know they're in and creating content that will resonate with them, all while fighting to get ahead of a noisy digital market.

But more than anything, growing upmarket means increasing your brand's awareness not just of one product, but of your entire suite of solutions.

During this episode of Revenue Talks, Lauren explains how she's worked over the past four years to increase Square's brand awareness to help the company grow not only upmarket but also internationally.

Talking Points:

(1:45) Lauren’s 4-year journey with Square

(4:28) The steps Square took to scale their brand upmarket

(6:57) How Square learned about its new personas as it grew upmarket

(8:36) How Square has evolved amidst a noisy market

(11:22) How Square’s marketing team partners with sales to create alignment in messaging

(12:49) Lauren's thoughts on how to measure brand awareness

(17:00) Finding the balance between working with old and new customers during growth

(21:16) Lessons learned on the journey of growing upmarket

(24:05) How Lauren creates a sense of community and psychological safety at Square in a remote world

(26:11) What Square’s marketing team is focused on right now

(29:20) The number one thing Square is focused on to accelerate revenue this year

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