Host Alexander and marketing veterans Mario dissect the differences between brand and performance marketing in this episode. Drawing from Mario's extensive experience, they explore metrics, strategic priorities, and measuring success, emphasizing the interconnectedness of the two approaches. Mario stresses the importance of balancing both strategies for sustainable growth, breaking down silos, and establishing a common vision. They encourage listeners to engage with them on LinkedIn for further discussion.

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Questions?

Alexander Kohler:

alexander@sellabl.co

Alex´s LinkedIn

Mario Fassbender:

Marios´s LinkedIn

00:00 - 03:08 Host Alexander introduces marketing veteran Mario and the topic of brand versus performance marketing.

03:08 - 04:14 Mario shares his extensive marketing experience spanning over 20 years, including his roles in various tech companies.

04:14 - 09:08 Mario discusses his career path and the evolution of marketing strategies in the industry.

09:08 - 11:45 Mario explains the objectives and goals of brand marketing, emphasizing the importance of perception and trust.

11:45 - 16:22 The conversation delves into the differences between B2B SaaS brand marketing and consumer brand marketing, highlighting the need for a balance between short-term and long-term strategies.

16:22 - 19:35 Mario defines performance marketing and its focus on immediate, measurable outcomes, contrasting it with brand marketing.

19:35 - 22:37 The discussion covers key metrics for performance marketing and the importance of breaking down silos between brand and performance teams to align strategies and goals.

22:37 - 23:25 Mario explains the challenges of measuring brand success and suggests creative approaches to gather data and assess brand impact.

23:25 - 26:28 Mario stresses the importance of grasping content value, tracking across channels, and highlights creativity and adaptability in marketing.

26:28 - 29:12 Mario outlines the strategic priorities of balancing brand building and performance marketing, emphasizing team roles based on company maturity and market expansion.

31:21 - 33:22 Mario highlights the crucial skills for hiring brand and performance marketers: messaging consistency, emotional connection, SEO proficiency, and stakeholder collaboration.

33:22 - 37:13 Mario stresses a holistic approach to measuring brand marketing success, integrating channels and considering overspill effects and the 95-5 rule.

37:59 - 39:21 Mario summarizes key takeaways, stressing the interconnectedness of brand and performance marketing, team alignment, balance, and implementing a guiding North Star metric.

39:21 - 40:42 Host Alexander wraps up, thanking Mario, urging audience engagement, and sharing LinkedIn profiles for further discussion.

In this episode Christian and Alexander discuss the keys to aligning sales, marketing, and customer success departments within organizations. They stress the importance of clear targets, KPIs, and well-defined processes, along with practical strategies like job shadowing to enhance collaboration. The conversation explores the role of KPIs in driving alignment and commission models for different departments. They highlight challenges in aligning functions between SMBs and enterprises and offer advice on hiring practices and data-driven decision-making for organizational cohesion.

Questions?
Alex:
alexander@sellabl.co
Alex´s LinkedIn

Christian:
Christian´s LinkedIn

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00:00 - 02:17 Introduction: Alexander and Christian introduce themselves and Christian shares his background in marketing and sales.

02:17 - 06:08 Exploration of Christian's journey into go-to-market roles

06:08 - 13:37 Christian and Alexander discuss the challenges of aligning sales and the consequences of misalignment.

13:37 - 14:38 Incentivizing sales teams for long-term success

15:18 - 21:53 Discussion on incentivizing customer support and customer success with commission-based salaries, aligning them with targets, KPIs, processes, tools, job roles, and daily collaboration.

25:48 - 34:41 Defining criteria for leads as pipeline and discussing qualification frameworks

36:56 - 40:41 Challenges of aligning marketing and sales in SMBs versus enterprises, plus advice for founders and chief revenue officers, emphasizing hiring practices and attention to detail.

Chris and Alexander discuss the intricacies of sales strategy, pipeline management, and customer retention, focusing on blue-collar account segments. They emphasize the importance of segment focus, pipeline velocity, and achieving a high conversion rate. Chris shares insights on improving conversion rates through a shift towards profitable growth and fostering a culture of quick decision-making. Additionally, they explore unique customer retention strategies, such as incentivizing repeat purchases and referrals. Towards the end, Chris introduces the Go-to-Market Pioneers community, aiming to drive collaborative best practices for go-to-market strategies in Europe.

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Questions?

Alex:

alexander@sellabl.co

Alexs LinkedIn

Christian:

Christians LinkedIn

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00:00 - 04:03 Introduction to selling to blue-collar environments.

07:46 - 08:02 Alexander asks about differences in software startups and blue-collar accounts.

08:02 - 09:29 Chris explains blue-collar accounts as small to medium-sized businesses with unique sales approaches.

09:29 - 10:11 Alexander discusses strategic interactions with white-collar workers in blue-collar companies.

10:11 - 11:46 Chris details strategic approaches for blue-collar accounts, stressing trust and exclusivity.

11:46 - 13:21 Alexander asks about sales development and understanding blue-collar pain points.

13:21 - 15:01 Chris explains learning blue-collar language and nuances through direct interactions.

15:01 - 16:08 Chris emphasizes speaking the language of blue-collar workers for trust.

16:08 - 18:12 Alexander asks about strategies for blue-collar accounts.

18:18 - 20:00 Chris discusses effective channels and trust-building for blue-collar accounts.

20:00 - 22:48 Alexander discusses go-to-market approaches and sales channel rankings with Chris.

24:03 - 26:11 Chris discusses tailoring sales playbooks and efficiency in different market stages.

26:11 - 30:45 Chris highlights pipeline coverage, velocity, and forecasting in sales.

30:45 - 34:13 Chris discusses essential metrics for successful sales reps, focusing on blue-collar accounts.

35:50 - 39:32 Chris explains the unique sales approach for blue-collar accounts.

39:46 - 43:31 Alexander and Chris discuss factors driving increased conversion rates and the importance of quick rejection in sales.

43:31 - 44:45 They shift focus to customer retention strategies for blue-collar segments.

44:45 - 48:06 Chris elaborates on tailored retention approaches and incentivizing referrals.

48:06 - 50:35 Alexander discusses Go-To-Market Pioneers with Chris.