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?

Connect with Corrina Owens and Matt Cross. Connect with Ellen Schwartze. Follow Knotch on LinkedIn for Q&A sessions with our guests! Subscribe to Pros & Content on Apple, Spotify, or your favorite podcast app.

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. See more episodes

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