{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Dave Gerhardt Show (from Exit Five)","title":"#43: 16 Lessons I Wish I Knew As First Time B2B Marketing Leader","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/1bd1acea\"></iframe>","width":"100%","height":180,"duration":2371,"description":"Dave shares the 16 lessons he wishes he knew as a first-time marketing leader, going from marketing manager to CMO in four years. This is a recording from Metadata's DEMAND 2022 virtual event in October 2022. The lessons include:Forget the acronyms & best practices, use your brain. Ultimately there are only three ways to grow a business: get more new customers, increase the transaction value, increase how often people buy from you. You can get lost in the MQL PQL SQL SAL definitions and best practices. Get back to the basics and operate from first principles.You need a story to be successful in B2B. Call it a category, call it a movement. Regardless, you need a story that people can bring to their boss about why they should buy your product beyond features + benefits. HubSpot created inbound marketing. Gainsight championed customer success. Drift conversational marketing. Each led through education + expertise and showed people a new way of doing things. Sell the vision and the story.You need to sweat the \"offer\" - request a demo and contact sales are only going to convert for the highest intent prospects. You need other offers. HubSpot's website grader. Drift did a \"test drive\" to test the chatbot on your website before talking to anyone. Demandwell has a free SEO audit. Clari has a revenue leakage calculator. These are all smart ideas that are still further down the funnel than ebook but work to get qualified buyers in to eventually talk to sales.Avoid incremental thinking. You can waste so many cycles thinking that the next homepage variation or the email series is going to be the thing that gets you out of the revenue hole. Rarely does \"nurturing\" solve the problem. Take bigger swings.You must find a way to get on the same page as sales, no matter what. Find a way to put all the internal politics aside. You will never be successful unless you can marketing sales + marketing = revenue *together*. Find out how the VP of sales is comped and do everything in your...","thumbnail_url":"https://img.transistorcdn.com/qp2EGyx49zNMpcn-IwZXI3v-kD3r0QUel9Kwnpr1jPQ/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8zMzlh/ODVjZDNmNjY4Mzli/MTFlNzMxZDI4ZmJm/Yzc1MC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}