In this lively interview with Caroline Tien-Spalding, CMO at Aptology, she and Tom discussed such things as the importance of content, “Reading the Zoom”, and sense making and simplification, among other things.
Here are a few key take-aways from the conversation…
“I think there is this macro trend that has been accelerated, with a year of either working remote or hybrid, and the macro trend is, you know there used to be a separation of Sunday night and Monday morning So the consumer experience and the buying experience in enterprise, It was starting to get chipped away at, I think, right before Covid hit, but it certainly has been accelerated now that we don’t know what day or time It is. Right, everything starting to blend when you work from home more, so we are seeing an acceleration of the B2B experience. So, what does that mean? That means self-serve.
I think you have buyers who are more and more Educated on their own means, on their own timing, on their own journey, and they want answers faster just to be blunt, and they don’t really care If that comes from marketing or sales. They want answers when they need them, and specific points of the journey. So, there’s a lot more self-discovery, and I think that’s where you’re seeing the rise of the Yelp equivalent in B2B.”
“I think when you think about your prospects and their journey, think about the data that matters. I think there’s really two or three key pieces of data, and that focus is really what’s going to help you cut through the noise and win in the marketplace. It’s easier said than done, but that focus on “what are the key metrics” you know, what are the key dimensions, and simplifying from there is the guiding principle for the next thing. “
Check out the full episode here to learn more! https://open.spotify.com/episode/3QB6I5DyPrQXO9HfvNEcFN
Keep Evolving, EVOLVERS!
Until next time…
#salesenablement #contentmarketing #CMO #digitalselling #virtualselling
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