B2B Marketing with Dave Gerhardt
#190: Strategy | Doing Marketing in a Sales-Led Organization with Taylor Udell, Head of Growth at Champify
Nov 4, 2024
Taylor Udell, Head of Growth at Champify, brings her expertise from Twilio and Heap to tackle marketing in sales-led organizations. She discusses how Champify shifts focus from direct response ads to high-value content, seeing better results. Taylor elaborates on their effective cold calling strategies and the importance of engaging thought leadership ads on LinkedIn. She also highlights why building in-house expertise is crucial and offers insights into navigating marketing metrics for revenue growth. A must-listen for anyone in B2B marketing!
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Quick takeaways
- A targeted account strategy with a focus on 200 ideal companies allows Champify to optimize marketing resources and maximize engagement.
- Champify prioritizes high-value content and thought leadership to drive awareness and build relationships over traditional metrics like MQLs.
Deep dives
The Importance of Defining Target Accounts
Establishing a well-defined list of target accounts is crucial for effective marketing strategies. At Champify, a targeted account list was narrowed down to just 200 specific companies, emphasizing the importance of understanding the ideal customer profile (ICP). This focused approach allows for the allocation of resources and marketing efforts to those accounts most likely to engage with the product. By collaborating closely with the sales team and founders, the marketing team ensures alignment and maximizes their outreach efforts.
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