The traditional enterprise go-to-market motion is undergoing a transformational shift. B2B buyers are more sophisticated than ever, and operational efficiency is a key focus for every organization. One key function possesses a unique opportunity to shape the future of revenue generation: enablement. On this podcast, we’re bringing you the secrets, strategies, and tactics that successful enablement leaders are using to drive meaningful impact. The Enablement Edge is the go-to resource for sal ...
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The Brutal Truth about Sales and Selling - We interview the world's best B2B Enterprise salespeople.
Brian Burns
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Player FM -播客应用
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Ep. 471 | Streamlining Content for Each Stage of the Buyer's Journey
Manage episode 413930325 series 2151033
内容由Demandbase提供。所有播客内容（包括剧集、图形和播客描述）均由 Demandbase 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品，您可以按照此处概述的流程进行操作https://zh.player.fm/legal。
Episode Summary
Brian Finnerty of Udacity discusses effective strategies for aligning content to different stages of the buyer's journey. He stresses the importance of investing in lower funnel proof points like customer success stories and third-party reports. Finnerty also provides tips for validating content assumptions directly with customers. Additionally, he emphasizes optimizing the content mix based on performance data and attribution to opportunities. Throughout the conversation, Finnerty reinforces the importance of tying content marketing efforts directly to pipeline and sales goals.
About the guest
Brian is a senior marketing executive with deep experience leading successful marketing teams. He believes that marketing can deliver extraordinary results when it harnesses the right blend of full-funnel demand, sales alignment, and rich customer insights. Brian's expertise includes brand strategy, B2B demand generation, and global customer acquisition from mid-market to Fortune 500.
Key takeaways
- Map content assets to stages of the buyer's journey, including top-of-funnel awareness content and bottom-of-funnel proof points
- Invest in lower-funnel customer success stories and third-party validation reports
- Validate content assumptions directly with customers through feedback
- Optimize the content mix regularly based on performance data and attribution to opportunities
- Track pipeline as the primary metric for measuring content marketing success
Quotes
"If you're able to track all of those touchpoints, and make sure that they're associated with opportunities in your CRM, then I think you've got a fairly consistent way of assessing how your content engine is performing." -Brian Finnerty
Recommended Resource
Books
Brian suggests "No Rules Rules" by Reed Hastings and Erin Meyer about Netflix's approach to talent and culture.
Podcast
Professor Galloway's podcast, ‘The Prof G Pod’ for marketing and sales insights.
Connect with Brian Finnerty | Follow us on LinkedIn | Website
488集单集
分享
Manage episode 413930325 series 2151033
内容由Demandbase提供。所有播客内容（包括剧集、图形和播客描述）均由 Demandbase 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品，您可以按照此处概述的流程进行操作https://zh.player.fm/legal。
Episode Summary
Brian Finnerty of Udacity discusses effective strategies for aligning content to different stages of the buyer's journey. He stresses the importance of investing in lower funnel proof points like customer success stories and third-party reports. Finnerty also provides tips for validating content assumptions directly with customers. Additionally, he emphasizes optimizing the content mix based on performance data and attribution to opportunities. Throughout the conversation, Finnerty reinforces the importance of tying content marketing efforts directly to pipeline and sales goals.
About the guest
Brian is a senior marketing executive with deep experience leading successful marketing teams. He believes that marketing can deliver extraordinary results when it harnesses the right blend of full-funnel demand, sales alignment, and rich customer insights. Brian's expertise includes brand strategy, B2B demand generation, and global customer acquisition from mid-market to Fortune 500.
Key takeaways
- Map content assets to stages of the buyer's journey, including top-of-funnel awareness content and bottom-of-funnel proof points
- Invest in lower-funnel customer success stories and third-party validation reports
- Validate content assumptions directly with customers through feedback
- Optimize the content mix regularly based on performance data and attribution to opportunities
- Track pipeline as the primary metric for measuring content marketing success
Quotes
"If you're able to track all of those touchpoints, and make sure that they're associated with opportunities in your CRM, then I think you've got a fairly consistent way of assessing how your content engine is performing." -Brian Finnerty
Recommended Resource
Books
Brian suggests "No Rules Rules" by Reed Hastings and Erin Meyer about Netflix's approach to talent and culture.
Podcast
Professor Galloway's podcast, ‘The Prof G Pod’ for marketing and sales insights.
Connect with Brian Finnerty | Follow us on LinkedIn | Website
488集单集
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类似 OnBase: Smashing Sales and Marketing Misalignments 的节目
The traditional enterprise go-to-market motion is undergoing a transformational shift. B2B buyers are more sophisticated than ever, and operational efficiency is a key focus for every organization. One key function possesses a unique opportunity to shape the future of revenue generation: enablement. On this podcast, we’re bringing you the secrets, strategies, and tactics that successful enablement leaders are using to drive meaningful impact. The Enablement Edge is the go-to resource for sal ...
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continue reading
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continue reading
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No BS Allowed - Are you sick of empty suits telling you to work harder? - Learn about The Maverick Selling Method, which models the world's best salespeople and what they do differently. If you are in sales and are passionate about selling, you will like this podcast. The focus is on b2b sales and selling. If you are selling or in sales, this podcast is for you. I cover cold calling, spin selling, challenger sale, solution selling, and advanced selling skills. Strategic selling, LinkedIn, sa ...
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Player FM -播客应用
使用Player FM应用程序离线！
使用Player FM应用程序离线！
