Embracing an Outside-In Marketing Perspective

Episode Summary:

In this episode, Johann shares how he and his team are approaching spend management in a holistic way, the beauty of championing your clients, and how all marketing comes down to adding value. Johann also talks about strategies for shifting budget spend to incorporate additional high-converting formats and channels and the importance of focusing on strong content and adding value outside of demand gen interactions.

Key Takeaways:

• Incorporating customer success into the buyer lifecycle journey helps to avoid internal breakdown through departmental silos.
• Learning how your potential customers interact with your brand before your sales team gets involved allows for deeper insights into the kind of content a business should be investing in and creating.
• The effectiveness of ads is diminishing and that ad spend should transition away from single use assets to resussable assets that can be repackaged in multiple ways.

Quote(s):

“What are the business processes that our buyers go through? What are their jobs like? What is their working environment? What does their day look like? Right? And then how do we give the salesperson the education on the topics  that are relevant to those buyers that we can address so they can start asking questions and start sort of engaging in an open-ended way and that's kind of the problem, right? You can do all this automation on the website and you can create beautiful content, but if you're not thinking about how do I enable my sellers to understand that content journey and how to leverage the insights that are attached to that content to create dialogue, then it will fall short.”

Episode Timestamps:

*(8:40) - The Trust Tree: How and why Johann and his team are starting to “solution sell”

*(29:44) - The Playbook: Engaging potential buyers before the sales team gets involved

*(47:11) - Johann’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Johann on LinkedIn
• Learn more about Emburse
• Learn more about Caspian Studios