OnBase: Smashing Sales and Marketing Misalignments Ep. 478 | Tailoring Marketing for Diverse Personas At Scale
About the guest
Matthew is a strategic marketer specializing in technology marketing for B2B and B2C blue-chip corporates. He has been involved in shaping and implementing brand strategies and communications for most of his career. He has driven brand marketing for FTSE 100 and NYSE-listed businesses in the UK, USA, and several countries.
Episode Summary
Matthew Leopold from LexisNexis shares how they segment their messaging for different stakeholders in the buying process, from managing partners to IT directors to users. He discusses challenges around data privacy and attribution in B2B marketing. The importance of understanding sales teams and aligning marketing and sales goals is also covered.
Key takeaways
Personalized marketing is important for diverse personas in professional services firms like law firms
Understanding the buying journey and different needs of stakeholders like partners, IT directors, and users is key
Attribution is difficult in B2B but tracking engagement, conversion, and retention is important
Regulated industries face data privacy challenges that marketing must work within
Aligning sales and marketing goals through collaboration and understanding each team's perspectives improves effectiveness
Thought leadership should provide relevant insights sales can leverage with clients
Quotes
"I think no matter how many meetings I have with our clients, or with lawyers, I will never have as much time on the front line, as our salespeople will."
- Matthew Leopold on why marketing should understand the sales perspective.