Jesse McCabe is the Director of Marketing at Bigeye, an enterprise data observability platform that helps companies ensure data reliability across their pipelines and teams. With a career spanning senior marketing roles at top SaaS and data companies like Fivetran and Techstars, Jesse has led go-to-market launches, scaled teams, and driven growth in highly technical spaces; at Bigeye, he leads a nimble marketing team within a fast-evolving B2B startup. He brings a growth architect mindset, a track record of scaling startups, and deep expertise in leveraging analytics, customer insights, and cross-functional collaboration to solve complex marketing challenges.
About the Episode
Growing a marketing engine in a highly technical environment can feel like building a plane mid-flight. As data accelerates and expectations rise, teams must adapt without losing grip on what truly matters. Tyler Lane hosts Jesse McCabe to unpack how strong fundamentals, clear customer insight, and cross-functional alignment lay the foundation for consistent, scalable marketing in data-driven organizations. They explore the evolving role of analytics, why personas still matter, and how to integrate AI as an enhancer rather than a replacement.
Key Moments
From Techstars to Bigeye
- Jesse’s journey through startup ecosystems and how his experience shaped his marketing approach [02:34].
- Why relationships and networking remain essential for long-term career growth [05:14].
Fundamentals That Don’t Change
- Why timeless marketing principles still drive success even amid rapid technological shifts [07:27].
- How analytics and data now command leadership attention inside marketing teams [10:34
Building Customer Understanding
- How personas create clarity and unlock smarter messaging and positioning [13:53].
Breaking Silos and Driving Collaboration
- Why cross-functional alignment turns small teams into high-output organizations [17:54].
AI’s Role in Modern Marketing
- AI as a strategic accelerator rather than a replacement for human insight [21:08].
- How Bigeye is adopting AI internally while maintaining human oversight.
Hiring and Leadership Inside Technical Teams
- Traits Jesse looks for when building nimble, high-performing teams [29:15].
- How to foster culture, trust, and motivation across distributed teams [33:25].
Top Insights
- Embed marketing in cross-functional conversations early – Bringing product, sales, and leadership into the process helps avoid silos and strengthens alignment around customer needs.
- Prioritize real metrics over vanity indicators – Focusing on conversion, revenue influence, and meaningful engagement ensures the team tracks what actually drives growth.
- Leverage AI as an additive tool, not a replacement – Using AI for efficiency while keeping humans in the loop preserves accuracy, creativity, and customer understanding.
- Build teams around a growth mindset and cultural fit – Hiring people who embrace learning and collaboration creates a nimble organization capable of adapting to technical challenges.
- Maintain strong customer journey awareness – Continuously revisiting how buyers research, evaluate, and choose solutions allows marketing strategies to stay relevant as behaviors evolve.
Notable Quotes
- “You can’t be everything to everybody — really zeroing in on your target market is what drives success.”
- “AI can make us more efficient, but there always needs to be a human touch for empathy and authenticity.”
- “Vanity metrics look good on paper, but real value comes from engagement, conversions, and revenue growth.”
- “The typical B2B buyer, you know, has already done 80% of their research.”
- “Marketing can not be effective if it’s operating in a silo.”
Resources
Industry Experts
Companies and Organizations
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