Content in an efficient sales cycle, from ABM to SDRs | Corrina Owens (Gong), and Matt Cross (Knotch)
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?
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“Before Knotch we did not understand what content was driving business results. Now we understand which content moves the needle. Knotch’s cohesive reporting and insights paint a real picture of what’s happening on our website instead of the patchwork quilt that comes from a Google Analytics approach. With Knotch we have been able to re-prioritize ad spend, route better leads to our SDR team, and inform our content development initiatives.”
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