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?