The Benefits of Refreshing Brand for Demand

This episode features an interview with TJ Waldorf, CMO at 1WorldSync, the leader in Product Content Orchestration.

In this episode, TJ shares the true value in customer case studies and what that can do for the sales team, why brand and demand aren’t mutually exclusive, and the importance of understanding what your business is trying to accomplish. TJ also talks about why alignment across teams is critical to marketing success. 

Key Takeaways:

• Brands should refresh and reposition to be sure they’re resonating with their buying groups. Buyer needs and wants change over time, and brands need to be flexible and evolve to meet those changing demands. Brand and demand go together.
• Build up a backlog of customers who are willing to help your brand. Customer case studies provide endless value and opportunity for businesses to market their brand. An investigative approach will lend more answers to the questions brands really want to know from their customers.
• Teams must be aligned to experience the greatest success. Get as granular as possible cross-functionally so everyone sees the same vision and is on the same page.

Quote:

“ I mean, it goes back to, is that asset distinctive? Right? Like if you want them to think about a certain series, like for us, if we wanted to think about or have marketers think about a certain series different than the IT team or the master data team, you know, how do we make that distinctive so when a marketer sees it's not kind of blending in with some of the other stuff that we might be doing that speaks to a different audience.”

Episode Timestamps: 

*(03:30) - The Trust Tree: Refreshing brand to reevaluate persona needs

*(15:38) - The Playbook: Brand and demand go together

*(30:36) - The Dust Up: Quick responses aren’t always best

*(31:34) - Quick Hits: TJ’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 TJ on LinkedIn
• Learn more about 1WorldSync
• Learn more about Caspian Studios