A few months ago, we broke down the five secrets for marketing success as told to us by Udi Ledergor, CMO for our friends over at Gong. This week, we’re revisiting our conversation with Udi to bring you five bonus tips for a successful digital marketing strategy.
(You can hear our full conversation with Udi on our 3-Minute-Marketing podcast.)
Bonus Tip #1: Learn how your CRO “takes their coffee”
It’s important to make sure your marketing and sales team have a close relationship. If you’re a marketer and you’re not closely connected with your CRO, you’re doing it wrong. Learn how they “take their coffee” so you can create a relationship and meet with them at least once a week to discuss challenges head-on.
For a marketer to be successful at a B2B company, sales and marketing must be a two-headed machine.
Bonus Tip #2: Use a conversation intelligence tool to get insight from your sales team, customers, and competitors
Dig deeper into how your marketing materials, messaging, and pricing are landing with customers and how your sales team is delivering it to them. Make sure you’re hearing how your customers are responding to your messaging, and listen for “a-ha” moments. You’ll know based on their response when you’ve hit the nail on the head and should replicate something.
Bonus Tip #3: First define your goals, then reverse engineer your success
What does success look like to you? Successful marketing strategies start with your end goal and work backward from there. Ask yourself what you need to do to reach your goal and then re-engineer to make it happen.
For example, if you’re imagining a major publication mentioning your company in a headline, what do you want them to be saying about you? What do you want to be known for? Visualize where you see yourself in the future so you can take the necessary steps.
Bonus Tip #4: Humanize your marketing
Think about the brands that you identify with in your day-to-day life. Are they boring and stuffy, or do they have a unique point of view and appeal to you on a personal level? As a marketer, you should sound like a human being when reaching out to your customers. If your marketing was a person, would you want to grab dinner or drinks with it?
Bonus Tip #5: Set aside 10-15% of your budget to place “bets” on intuitive plays that are harder to measure
Measurement isn’t everything. Leave 10-15% of your budget for experimentation. If you have a strong gut feeling about something, see if it’s a winner. After all, our gut instincts are usually right.
“I had an idea of ‘let’s do a Super Bowl commercial’ and very few B2B companies have ever in the history of the Super Bowl done Super Bowl commercials,” says Ledergor. “Knowing my brand and my audience, I thought it would be perfect for our brand. It felt right.”
Want more insights?
Check out all of the episodes of our 3-Minute-Marketing podcast to learn about more B2B marketing success stories from the world’s top growth marketing leaders. And don’t hesitate to contact our team if you’re looking for help reaching your digital marketing goals.