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:
The Benefits of Refreshing Brand for Demand
Leaning into the Art of Continuous Product Design
Creating Content That Meets Your Customers Where They Are
Scrappy, Out of Home Marketing Strategies for CMOs
Investing in Brand Awareness for Long-term Business Evolution and Growth
Generating Pipeline Through Authentic Partner Relationships
Unleashing the Power of a Video First Marketing Strategy
Systematically Approaching Your Win-Loss Strategy
Embracing an Outside-In Marketing Perspective
Leveraging Connections and Emotion for Marketing Campaign Success
Staying on Top of Industry Dynamics Through Innovation & Efficiency
Harnessing the Power of First-Party Data
The Evolutionary Marketing Advantage
The Power of Segmentation and Experimentation in Saturated Markets
Utilizing Data Insights for Product Marketing Success
Elevating Your Value Story at a PLG Company
Optimizing ROI with the Right Marketing Mix
Building Brand Awareness in Shifting Markets
Marketing Strategies to Navigate Risk, Governance, and Compliance
Part 9: Top Marketing Leaders Share Their Most Uncuttable Demand Gen Budget Items
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