51. Building a Successful Career in Enterprise Sales & Marketing and the Experience of Being a Doula with Diana Cabrices, VP of Enterprise Development at Snappy Kraken

We’re so thrilled to welcome Diana Cabrices, the Vice President of Enterprise Development at Snappy Kraken, In the Suite. Snappy Kraken is an award-winning automated growth program focused on Software as a Service (SaaS) marketing solutions that helps financial advisors automate, personalize, and track marketing campaigns and business processes. 

Diana is first-generation Cuban-Venezuelan-American who grew up low-income in a single-family home. Having lost her father at a very young age, Diana looks up to her mother who worked very hard to raise three girls single handedly. Diana firmly believes that her work ethic, drive, and motivation was shaped by her childhood. Additionally, with being the youngest daughter of the three, she grew and understood her responsibilities quickly. 

Having graduated from Georgian State University with a B.B.A degree in Business Economics, Diana has over 5 years of industry experience working with thousands of financial advisors on marketing support, succession planning, and M&A recruiting.  Her goal is to empower financial advisors with the most effective and modern marketing tools and information so that they can scale effortlessly by automating highly relevant and quality communications through Snappy Kraken’s marketing platform.

Unlike some companies that fell into disarray during the pandemic, Snappy Kraken thrived during the pandemic. Snappy Kraken was fully remote from the beginning; therefore, the company was not as impacted compared to some. In fact, this week’s big announcement was that in the year 2020 alone, Snappy Kraken grew by 400% and has successfully secured series A funding of $6 million from FinTop Capital! Diana clarifies that additional funding wasn’t required from a financial perspective. Instead, it was essential from an innovation perspective to serve their advisors better. 

In this episode with Diana, she busts the misconception that employees at remote companies are unproductive and unhappy. She stresses that it all boils down to the structure of the company, the management team, and the level of trust. She happily describes how Snappy Kraken gives importance to the mental health of employees and how they’re constantly connected through 1-1 coaching meetings, team meetings, and communication tools such as Asana, Slack, Intercom, Zoom and more. She couldn’t be happier with the freedom and lifestyle she’s living. 

If you are looking for advice on running a remote company successfully, be sure to tune it to today’s podcast. Diana shares with us valuable tips on how businesses can be formed effectively and what keeps work culture together in a virtual environment. Furthermore, you’ll gain insights and tips on how to scale relationships without coming across as robotic and cold. 

Another incredible aspect of Diana’s life is her role as a doula! For those of you who are unaware of what a doula is, it’s an individual who is trained to be able to provide physical, emotional, and informational support for a woman who is going through the time of childbirth and even leading up to that big event.  

In addition to her role as Vice President of Enterprise Development, Diana found her calling as a Doula a few years ago. Through her past experiences, she realized that there was a need for professional support to empower women before, during, and after pregnancy. Diana, in the true sense, is a supportive and nurturing woman.  

From our conversation with Diana, we took many great takeaways:

  1. Ask For Opportunities: Diana’s proactive approach has led her to the position she is in today at Snappy Kraken. She asks for women to be proud of where they’ve come from and emphasizes the importance of not being afraid to ask for opportunities. 
  1. The Core of Marketing hasn’t changed: Diana admits that the pandemic was the catalyst for businesses to adopt digital marketing. However, she expresses that the core principles of marketing haven’t changed. What has changed is the approach and believes that advisors will be adopting more and more tools to improve communication with their clients. If anything, we’re on our way to humanizing marketing!
  1. Don’t just have one approach: Diana advises businesses to have multiple approaches to drive massive awareness to their business. She advises using a combination of marketing channels to get your name and brand out there. There are so many different ways to make your business known.  

Show Notes

We are so excited to welcome Diana Cabrices In the Suite! Diana the Vice President of Enterprise Development at Snappy Kraken. Snappy Kraken is an award-winning automated growth program focused on Software as a Service (SaaS) marketing solutions that helps financial advisors automate, personalize, and track marketing campaigns and business processes. 

While predominantly she works with the compliance team in the broker-dealer channel, Diana has successfully worked with thousands of financial advisors on marketing support, succession planning, and M&A recruiting. Her passion, enthusiasm, and love for the profession will clearly reflect in this interview. Despite the challenges that come with her role, she’s very driven, motivated, and career-oriented – qualities that she thanks her mother for. 

In this episode, Diana shares with us her fascinating origin story. She’s a first-generation Cuban-Venezuelan-American who grew up low-income in a single-family home. Being the youngest daughter of three, she grew and understood her responsibilities quickly.  

She reveals that coming from a Hispanic background never stopped her ambitions. And despite the initial mental struggle, as she matured, she learned to own her original story and be proud of it.  An attitude she hopes inspires other women. 

While some companies fell into disarray during the pandemic, other companies like Snappy Kraken actually began as a 100% remote company. Diana is extremely grateful to Snappy Kraken, who gives her the freedom and lifestyle she’s always dreamt of. She thanks the remarkable structure and management of the company, who took extra care of the mental health of employees during these difficult moments. Diana asserts that during the pandemic, they did not get negatively impacted and thrived instead! In fact, Diana starts the podcast sharing a big announcement that will blow your mind!

In addition to empowering women in sales, in this episode, Diana shares valuable tips on how businesses can be formed successfully in a virtual environment and how they can keep a work culture together. All of which are precious information that can transform your business during these challenging moments. 

In addition to her role as Vice President of Enterprise Development, Diana found her calling as a Doula a few years ago. Through her past experiences, she realized that there was a need for professional support to empower women before, during, and after pregnancy. Diana knew that she could help women by extending her true characteristics, as a supportive and nurturing woman.

Join our conversation to hear about:

  • Who is Snappy Kraken and the BIG news happening at Snappy Kraken! (05:38)
  • Diana’s origin story (8:30)
  • What keeps culture together in a remote environment?  (13:00)
  • How businesses can be formed in a virtual environment (18:50)
  • Diana’s role in Snappy Kraken and Enterprise Marketing (32:45)
  • What are we getting wrong? (37:00)
  • Celebrating Diana as a proud Latina (40:30)
  • Diana’s role as a doula! (44:00)
  • Advice for women (50:45)
  • Diana’s book recommendations (57:45) 
  • How to get in touch with Diana and upcoming conferences (59:38)

Resources:

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Sharing inspiring stories of female leaders in various roles within the financial services industry

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