In this episode of the B2B Growth Show, Paul Slack and Jen Allen-Knuth, founder of DemandJen, discuss the critical need for alignment between sales and marketing teams. They explore the challenges of outdated practices, the importance of understanding buyer needs, and the cost of inaction in decision-making. The discussion also covers the evolving landscape of marketing, the significance of mid-funnel strategies, and the pitfalls of Account-Based Marketing (ABM).
Key Takeaways:
- Sales and marketing alignment is crucial for success.
- Understanding buyer needs is essential for effective messaging.
- The cost of inaction can lead to lost opportunities.
- Empathy in communication fosters better relationships.
- Marketers should own leads until they show intent to buy.
- The Problem Promoter framework helps identify root causes.
- Mid-funnel strategies are key to nurturing leads.
- ABM can be misinterpreted and misapplied.
- Building a community is more effective than traditional marketing.
- Personalization should be meaningful, not just automated.
Upcoming Episode: