![]() ![]() If they use a tool like Gong, Outreach, or Marvin, they’ll have massive libraries of sales (and possibly onboarding) calls. Start by asking sales leaders if they have call recordings. Those conversations are invaluable audience research. Sales reps spend their days talking to prospects about their pain points, challenges, and objectives. What are their most frequently asked questions?.Why have customers gone to competitors?.Set up calls with people on these teams and ask: They’re a treasure trove of insights and ideas. #4 Customer-facing teamsįor every one customer a marketer talks to, customer success and service agents deal with a hundred. If you show an interest, passionate folks will happily share their wisdom. ![]() “Why do they use your product? What have they learned from your customers? What communities are they a part of? Who do they follow and what do they read? What gaps do they see in our marketing and messaging?” “Ask what made them come to your company,” says Cari. They’re a great resource-but only if you talk to them. If you show an interest, passionate folks will happily share their wisdom.Ĭompanies are packed with intelligent and passionate developers, product managers, and designers. The frustrating thing is that help's usually available. When content flies solo, you end up publishing paper-thin blogs because you lack the knowledge to go deeper. Build connections throughout your GTM departments to develop soft power-or the ability to drive change where you don’t hold any authority. You need support from other marketers, social media managers, and sales directors at your company.
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