Content in an efficient sales cycle, from ABM to SDRs | Corrina Owens, ABM Manager @ Gong, & Matt Cross, Growth Marketing @ Knotch
As two pros who have spanned the full marketing-to-sales spectrum, Corrina Owens and Matt Cross discuss when, where, and how to use content strategically and efficiently to support the sales cycle.
- What do you look for to know that marketing + sales teams will succeed or fail when working together?
- Does ABM have a more direct line to ROI than earlier stages like demand gen?
- What signals do you look for to know the content or campaigns that are really efficient?
- How do you experiment? And how do you know it’s working?
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Episode Outline:
- 02:03 – What is — and isn’t — ABM (account-based marketing)?
- 05:24 – What makes for a strong marketing and sales relationship?
- 06:36 – Be aligned on objectives between marketing and sales. Don’t create separate goals.
- 08:24 – How did ABM start at Gong?
- 12:39 – How do you know if your org is ready for ABM?
- 15:10 – Act as a steward of data and over-communicate findings, good and bad
- 16:02 – Do you create marketing programs with ABM, or switch to ABM entirely?
- 17:13 – Foster a flywheel of content between ABM and marketing teams
- 18:01 – Communication and feedback structures are keys to success.
- 19:13 – Understanding how content is working in the middle of the journey
- 21:09 – How do you identify what content is or isn’t working in your ABM program?
- 24:39 – Content needs to hold the attention of the persona – even a CEO
- 32:29 – Proving the efficacy of your ABM program
- 35:29 – What type of content performs best within an ABM program?
New episodes of Pros & Content are released every Tuesday.
