The Dave Gerhardt Show (from Exit Five)

#39: Marketing when there's no urgency to buy, what the CEO wants, & driving predictable demand with John Short (Founder, Compound Growth Marketing)

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Oct 31, 2022
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ADVICE

Prioritize Measurable Channels When Budgets Tighten

  • If buying urgency falls, double down on measurable channels like SEO and Google Ads to prove ROI quickly.
  • Focus on channels CFOs trust and can track, because awareness programs get cut when budgets tighten.
ADVICE

Arm Sales With Regular Marketable Moments

  • Give sales recurring, useful "things to talk about" like product launches, reports, or events to re-engage prospects.
  • Schedule predictable monthly "marketable moments" so reps have timely, non-salesy reasons to reach out.
ANECDOTE

Drift's Monthly Marketable Moments Created Predictable Spikes

  • Drift scheduled a consistent first-Tuesday monthly launch cadence called marketable moments that created spikes in traffic and pipeline.
  • That cadence made sales outreach easy and produced social buzz and measurable lift.
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