How Adapting to the Realities of the Evolving B2B Buyer's Journey Drove 10X Results for this CMO

In this episode, Chuck Moxley, a seasoned Chief Marketing Officer with over 25 years of experience, discusses his journey from agency side to B2B SaaS companies. He shares insights on shifting marketing dynamics (and the evolving buyers journey)z, particularly in lead generation and the adoption of the 'dark funnel' approach - a strategy that focuses on ungated content to enhance engagement without upfront lead information. Moxley highlights a successful transition from conventional lead-based metrics to engagement-focused strategies at Blue Triangle, resulting in 10X engagement, significant pipeline growth and 4X return on marketing spend. He also delves into creative direct mail campaigns that yielded remarkable revenue with targeted, personalized approaches, showcasing the efficacy of blending traditional tactics with modern insights to stand out in a crowded digital space. Additionally, Moxley touches on the importance of account-based marketing and introduces his book 'An Audience of One' and his podcast 'The Frictionless Experience.'

00:00 Welcome and Introduction of Guest

00:28 Chuck Moxley's Marketing Journey: From Agency to B2B SaaS

01:26 Revolutionizing Marketing Strategies: The Shift to Dark Funnel

03:11 The Power of Ungated Content and Engagement Metrics

05:19 Redefining Success: From Leads to Pipeline and Revenue

10:34 The Impact of Non-Gated Content and Podcasts

13:22 Innovative Marketing: The Success of Direct Mail Campaigns

20:59 Chuck Moxley's Book and Podcast: An Audience of One and The Frictionless Experience

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