The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

#165: Strategy | How to Create Data-Driven Content to Build Trust and Stand Out with Emir Atli of HockeyStack

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Aug 12, 2024

Emir Atli, the founder and CRO of HockeyStack, shares his journey on building a successful B2B marketing strategy. He discusses how to create a strong LinkedIn presence before product launch, turning engagement into an advantage. Emir emphasizes the importance of data-driven content in establishing trust and enhancing sales conversions. He explains effective attribution methods for better decision-making and highlights the significance of community building in marketing. Along with innovative reporting, these strategies help optimize customer interactions and revenue.

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ANECDOTE

Pre-Launch LinkedIn Strategy

Emir Atli and his co-founder built a LinkedIn audience before launching HockeyStack.
They posted twice daily for six months, engaging with potential users and building a small community.

ADVICE

Content Strategy Tip

Find relevant voices in your industry and use their content as prompts for your own posts.
This helps generate ideas and sparks conversations.

ADVICE

Rapid Feature Launch

Pressure your product team to launch a new feature weekly.
This demonstrates progress and builds customer confidence, especially for early-stage companies.

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Dave is joined by Emir Atli, the founder and CRO of HockeyStack. Emir shares insights on his strategic content creation on LinkedIn to building a robust attribution platform that helps B2B marketers optimize revenue and understand customer journeys.

Emir and Dave cover:

How Emir and his team built a LinkedIn audience before launching their product and turned engagement into a strategic advantage
Using custom reporting and attribution to make better B2B marketing decisions
Creating data-driven content with HockeyStack Labs to build trust and establish thought leadership

Timestamps

(00:00) - - Intro
(05:31) - - Early Days at HockeyStack: Outreach and Launch
(13:08) - - Scaling Content Distribution and Launching Podcasts
(14:33) - - Transitioning to Event and Field Marketing
(19:40) - - Transitioning from CMO to Media Company CEO
(27:25) - - How to Build Trust at Scale
(31:19) - - Content Marketing Benchmarks and Data
(34:03) - - Sample Sizes, Metrics, and Context in Research Reporting
(42:28) - - How to Actually Use Reporting Tools
(43:45) - - Creating Custom Reports and Templates
(46:25) - - Tracking Traditional Touch Points Digitally

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