Stop Fighting with Your Collateral and Make Better Content

Pipeline Visionaries

In this episode, Eric shares with us how to effectively tailor marketing messaging, why it’s important to push the boundaries of content design, and leveraging tools like ChatGPT for brainstorming ideas. Eric also talks about why fighting pieces of collateral to get to the point is often done in vain and his approach to creating better content.

Key Takeaways:

• Balance products and personas: You need to adeptly balance different products, verticals, and personas to create a cohesive marketing strategy. Segmenting your audience based on their product install base allows you to tailor your messaging and approach more effectively, fostering stronger connections and driving better results.
• Be innovative with design: Emphasize innovative and boundary-pushing design in your content. Think of new ways to deliver your message and make your content stand out from the competition. Creativity in design can significantly enhance your brand's appeal and memorability.
• AI is a tool - use it: Use tools like Chat GPT for brainstorming ideas. AI can help you generate creative concepts and refine your strategies, making your campaigns more dynamic and innovative.

Quote:

• “I think the design is so important, and as someone who, I run the marketing team here, I'm personally probably on a lot of sales lists and distributions. I get hit up constantly by SDRs who are sending me things. If it doesn't look good, I'm not going to open it. I don't really care what it is. Like I'm so busy drifting between emails and Slacks and meetings. And then, my personal life as well, that if it's not designed in a compelling, intuitive way, I'm not going to fight with a piece of collateral to get to the point. And so I think we have really tripled down on brand, visual identity, how the different pieces of our story come together…But when you're getting into thought leadership, I think the era of attaching a PDF or a static white paper, one pager, like those are so long gone. And I think in an industry that is a bit old school as well, I think standing out as a more dynamic marketing function where we're putting out pieces of collateral that not only does the user want to read the insight because the data we have is so unique to us, no one else is putting out content that looks like ours does.”

Episode Timestamps:

*(03:57) - Trust Tree: It’s all about balance

*(16:20) - The Playbook: The data is the hook

*(41:56) - The Dust Up: Approaching product launches thoughtfully

*(44:02) - Eric’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Eric on LinkedIn
• Learn more about VTS
• Learn more about Caspian Studios