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Using Content to Lure Clients into the Sales Funnel with HVR’s Meredith Stowe Christie

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B2B marketing gets a bad reputation. Some will say it’s boring and you can’t be creative in the B2B space. But who wrote the rulebook that said B2B couldn’t be fun or inspiring? Meredith Stowe Christie, the VP of Marketing at HVR, says that regardless of who your client is, B2B doesn’t have to be boring.

“It’s B2B, but you’re still marketing to a human. Chances are, given the amount of people that are watching the Super Bowl, your target is watching the Super Bowl. If you have the budget and a message that resonates to a lot of organizations, why not do that? You want to be top of mind to these folks when they need to make that decision on your product.”

On this episode of Marketing Trends, Meredith explains how HVR is spicing up B2B marketing by putting the customer at the center of everything it does. What does that look like? Meredith says it’s about aligning S sales and marketing efforts to tell the best stories because content is what should be leading prospects through the funnel. Enjoy this episode.

Main Takeaways:

  • Know your Story: Make sure you know your product inside and out so you can fully tell the story of your company. When you’re marketing complex products, such as data replication, you have to know all aspects of your product to know what your unfair advantage is and what differentiates you from competitors. Make sure you talk to stakeholders at every level of the company so you can gather that intel in order to best tell the story of the company.
  • Every Last Cent: Digital marketing has made it easier for marketers to track where every dollar and every cent is going, but it’s important to remember that as the company grows, your digital practices should too. This means you have to make sure to experiment with what channels you are spending in to create new avenues for the business.
  • Can I Get an Alignment?: We hear a lot about the importance of marketing and sales aligning their efforts, but it’s important to remember that your content should be a driver to make those sales conversations easier for your reps. Make sure the content you produce opens up opportunities for prospective clients to learn about your product prior to the sales conversations.

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

Episode 239