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
Using Internal Subject Matter Experts and Listening Tours
Kevin describes running quick internal and customer listening tours and elevating company experts as external voices.
#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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