OnBase: Smashing Sales and Marketing Misalignments Ep. 530 | 95-5 Strategy: Brand Meets Demand
Episode Summary
Tune in as host Paul Gibson sits down with Matthew Creswick, Chief Marketing Officer at Huble Digital, to explore the 95-5 marketing strategy. This insightful episode dives into balancing long-term brand building with capturing in-market demand, the evolving buyer landscape, the role of AI, and how intent data is changing the game for B2B marketers. Whether you’re a seasoned pro or new to the field, this episode offers actionable advice and fresh perspectives on marketing strategy.
About the Guest
Matthew Creswick is an experienced marketing and business leader with over ten years of experience in the HubSpot industry. He has held senior roles, including Regional Managing Director, Chief Marketing Officer, and Chief Product Officer, and has worked across Europe and Southeast Asia.
A certified HubSpot trainer with a Bachelor’s degree in Business Management with Marketing, Matthew has been featured in Content Grip, the Huble Blog, and HubSpot.com. He is also a member of the CMO club in Exit Five and was recognized as an AMCHAM NextGen 2020 Leader.
An active speaker and host, Matthew has presented at GWI Live and hosted multiple GWI virtual events.
Beyond work, he enjoys football, golf, technology, and traveling the world.
Website: https://huble.com/
Key Takeaways
- Understanding the 95-5 Framework:
Focus on being memorable to the 95% not currently buying while effectively converting the 5% in-market.
- Modern Buying Behaviors:
Buyers prefer independence and typically resist traditional funnel tactics like forms and cold calls.
- Power of Intent Data:
Leveraging tools like Demandbase empowers marketers to identify accounts actively searching for solutions.
- Building a Memorable Brand:
Investing in brand equity ensures customers recall you when they’re ready to buy.
- AI’s Role:
AI enables scalable personalization, like crafting one-to-one tailored content and identifying actionable insights.
Quotes
"Brand isn’t just for billion-dollar companies with Super Bowl ads. It’s the asset that keeps your pipeline alive even when your ad budget dries up.”
Recommended Resource
Books:
- Shoe Dog: A Memoir by the Creator of NIKE by Phil Knight.
- Purple Cow: Transform Your Business by Being Remarkable by Seth Godin
Newsletters:
- Exit Five by Dave Gerhardt.
- Newsletter by Kieran Flanagan from HubSpot.
Shout-Outs
- Gary Vaynerchuk - Chairman – VaynerX, CEO – VaynerMedia, Creator – VeeFriends
- Seth Godin - Founding editor of the Carbon Almanac, blogger and entrepreneur.
- Dharmesh Shah - UK & Ireland Country Director, Present Technologies
- Kieran Flanagan - Marketing (CMO, SVP) | All things AI | Sequoia Scout | Advisor
- Dave Gerhardt - Founder, Exit Five