This episode features an interview with Leslie Henthorn, CMO at Ironclad, a contract lifecycle management software that provides a secure way to create and collaborate on contracts.
In Leslie’s return to the podcast, she discusses navigating the shifts in AI, Ironclad’s influencer strategy, and getting into the psyche of your target persona. She also talks about strengthening your relationship with sales and prioritizing alignment even when you have a strong inbound funnel.
Key Takeaways:
Quote:
“We have tried to grow closer to sales and really support outbound in a way that marketing hasn't before. I think when you have a strong inbound funnel, sometimes your sales relationship isn't as strong as it should be. Yeah, you might be watching conversion and you might be watching how things are moving forward to pipeline, but it's easy to go like this after that. And when you start to understand that new business shouldn't drive your entire company strategy, that customer adoption, cross sell, understanding the logos you want to go after. This is something we've really been working on.”
Episode Timestamps:
*(11:02) The Playbook: Changing tactics over the last year
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 pipeline 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:
Showing Up for Customers Through Your Product
Strategically Organizing Your Own Customers
The Niche Media Approach
Bringing Value at Every Stage of the Customer’s Journey
The Future of Gifting is AI Enhanced
Defining the Enemy When Rebranding
Brand as the Hub of Your Go-To-Market Approach
The Customer Journey Isn’t a Funnel - It’s a Spiral
The Venn Diagram of Content Marketing
Part 10: Top Marketing Leaders Share Their Most Uncuttable Budget Items
Brand as a Competitive Advantage
Using Incentives to Drive Impact
Accountability in Experimentation
Be the Easiest Company to Buy From
Investing in Community and Relationships
Being the “Voice of” and “Voice to” the Market
Using Neuroscience to Understand Your Customer
Creating Demand Starts with a Story
What Makes a Great Marketer? Right Thing, Right Place, Right Time
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