This episode features an interview with Drew Chapin, CMO at Certinia, a platform that connects all aspects of services operations, from services estimation and delivery to customer success management and financial planning and accounting.

In this episode, Drew discusses monitoring buying signals and generating the right traffic to your website. He also dives into inheriting a rebrand and some of the nuances of marketing in a private equity owned company.

Key Takeaways:

Cold calls, cold emails and the days of expecting someone to fill out a form to get content are over. B2B marketers need to stop making friction or blockers.
Nothing fails like success. If you just continue to execute what has worked in the past, you're going to miss innovation opportunities.
Aspire for a champagne flute funnel over a martini glass funnel. Maybe not as many leads are coming in at the top, but they are higher quality and converting and much higher rates through the funnel.

Quote:

“85 percent of the time the buyer will go with the first vendor that they contact. So, building that trust with the buyer over time is critically important. And so, you know, in the old days, you put a form in front of every piece of content and we would optimize around the contact information. And then you'd pass that along to some BDR and they would just be banging their head against the wall, calling people who weren't on the buying committee. They weren't ready to talk to a salesperson, you know, and it just was waste so much waste. And so what we're trying to do now is we're trying to monitor the activity at the target account level and look for buying signals”

Episode Timestamps:

*(02:51) The Trust Tree: Stretching the dollar in a PE-owned company

*(06:28) The Playbook: Generating quality traffic to the website

*(24:28) The Dust Up: Proving ROI to the board

*(26:59) Quick Hits: Drew’s quit hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

Connect with Ian on LinkedIn: https://www.linkedin.com/in/ianfaison/
Connect with Drew on LinkedIn: https://www.linkedin.com/in/chapindrew/
Learn more about Certinia: https://www.linkedin.com/company/certinia/
Learn more about Caspian Studios: https://caspianstudios.com/

Episode 469: Chapter 9, verses 25, 26 and 27