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How to Effectively Align Customer-Focused Marketing & Product Design with Paul Cowan #131
Episode 1314th August 2021 • SaaS District • Akeel Jabber | Horizen Capital
00:00:00 00:27:23

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Paul Cowan is the CMO at FreshBooks, one of the top accounting software in the cloud for Owners, self-employed professionals and their teams. 

Paul, with his 20+ year career, has held leadership positions at large corporations such as Shutterstock, Feast (where he was the co-founder), DIVE Networks and Spin Master. 

He’s marketed phones, food, booze, toys, and more recently,  SaaS products. He’s creativity and experience has allowed him to create award-winning marketing campaigns.

When he’s not brainstorming new ways to transform the ad industry with the Freshbooks global marketing team, you might find him building things at his cabin in Toronto or sliding down the side of a mountain on some fresh snow. 

During this interview we cover:

  • 00:00 Contentfy, your On-Demand Podcast Editing & Repurposing Team
  • 01:02 - Intro
  • 02:25 -  Customer Experience & Product Experience
  • 04:28 - Branding byCreating Experiences
  • 10:04 - Why Companies Focus on Ads & Not on Customer Experience
  • 12:48 - Timeframe for Ads
  • 15:42 - Adapt Product Development to Customer Expectations
  • 18:00 - Who Really Owns Product Experience?
  • 20:05 -  ROI on Product Experience as a Growth lever
  • 22:51 - Product-led GTM Strategy


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