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:
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:
Getting Crafty as a Lean, Mean Team
Where to Play and How to Win
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
Strengthening Your Sales Relationship
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
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