RV 133 – The Future of Analytics in Go-to-Market Strategy
(no key highlights)
RV 124 – The Power of Content, Education, and Understanding Your Customers | Let’s Talk Branding
- The best way to get people to want to buy your stuff is through pure effective education. Here are the facts. Here are the people that use it. Here are the results that they get. Here is the difference between what you are doing right now and what you could be doing. Here is the cost every single day that you keep doing this. [15:55]
- There are companies that have a total addressable market of 5000 companies. If you have a farm of 25 SDRs trying to call them, you are going to annoy every single one of your target customers within 3 to 5 months. [19:38]
- To be able to educate, you need to understand your customers well enough and have enough expertise and talent to actually help them and solve their problems in a way that other people can’t. [21:19]
- When we think about the value of conferenced, there is immense value. People are still congregating there. But, they spend way less time in the sessions because they can get the exact same information or better information on their own on the Internet. They barely go by the booths unless they have particular business development meetings. The main reason that go is for networking. [35:25]
RV 123 – Challenging the SDR Model and Rethinking Paid Social Strategy
- Think about the mix of your (ungated) content on paid social. For example,
- 30% social proof
- 30% on how our category is better than the status quo
- 30% thought leadership videos from subject matter experts
- 10% for experiments, company news, etc.