How to Be Great at Marketing Without Being a Subject Matter Expert with Kevin White, Head of Marketing at Common Room
The Dave Gerhardt Show
Product Motion and How Users Enter the Funnel
Kevin explains Common Room's sign-up/demo motions, PLG elements, and how self-serve users often convert to demo requests.
#286 Growth | In this episode, Dave is joined by Kevin White, Head of Marketing at Common Room, a leading customer intelligence platform for go-to-market teams. Kevin shares insights from his experience helping teams capture and act on digital breadcrumbs to optimize their marketing and sales efforts.
Dave and Kevin cover:
- How to be a good marketer even when you're not the Subject Matter Expert
- Signal-based marketing and how it is transforming the buyer’s journey by focusing on the right actions instead of just clicks
- B2B influencer marketing plays that work
Timestamps
- (00:00) - - Intro to Kevin
- (07:16) - - How to Be Good At Marketing When You're Not a Subject Matter Expert
- (09:54) - - Why You Should Stay Close to Your Customer
- (17:13) - - How to Manage a Marketing Team with Limited Resources
- (19:32) - - Eliminating Ineffective Marketing Efforts to Drive Real Results
- (26:16) - - Signups and Demos Boost From LinkedIn
- (27:22) - - How to Attribute ROI in Multi-Platform Marketing
- (31:32) - - Creating Authentic and Valuable Content
- (36:11) - - Generating Pipeline with Economic Buyer Signals
- (37:52) - - Increasing Digital Touchpoints
- (41:50) - - How To Maximize Actionability, Volume, and Conversion Rate
- (43:36) - - LinkedIn Measurement
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