Relationships between marketing functions & company growth — Melissa Sargeant // AlphaSense
- Part 1 Relationships between marketing functions & company growth — Melissa Sargeant // AlphaSense
- Part 2The evolution of market intelligence platforms — Melissa Sargeant // AlphaSense
Show Notes
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02:15The role of marketing functions in company growthMarketing functions include demand generation, brand and comms, customer marketing, and product marketing. All of these functions must work together in order to drive growth for a company.
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05:47Building a successful company growth engineYour website is the engine, and the channels at the top of the funnel fuel the engine, getting people to the website. Your website must provide a personalized experience, demonstrating that you understand prospect pains and have a solution that can help them solve those problems.
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09:55The importance of personalized customer experiences and attribution in growthSimilar to consumer shopping, B2B customers expect a personalized experience on your website. Attribution helps track touchpoints and program effectiveness, making it easier to justify marketing budgets and quantifiably demonstrate what marketing delivers for the business.
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13:06The value of brand in customer growthA strong brand is essential for customer growth as it builds recognition, trust, and amplifies an organization's presence. It's not just about advertising but also having a unified, consistent, and memorable message across the organization's functions.
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16:44Leveraging past performance to guide future decision makingIt's crucial to assess your program holistically, drawing insights from past efforts to guide future program strategies. Today, we have the tools, data, and technology to do so efficiently and effectively.
Quotes
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"People shop for software today in the same way they shop for cars. They're looking at reviews and your website. Your website must give them enough information to earn the right to talk to them about your solution." - Melissa Sargeant
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"B2B customers demand a personalized experience just like they get in consumer shopping. The first time they engage with your brand, you must prove that you understand their pain and the problem they're trying to solve." - Melissa Sargeant
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"If brand is saying something different at a high level than the content team is saying within demand generation, you're not going to get the lift." - Melissa Sargeant
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"Brand is multifaceted. It's having a message that's memorable, repeatable, and that everybody in the company is aligned to so everybody is a brand ambassador." - Melissa Sargeant
- Part 1 Relationships between marketing functions & company growth — Melissa Sargeant // AlphaSense
- Part 2The evolution of market intelligence platforms — Melissa Sargeant // AlphaSense
Up Next:
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Part 1Relationships between marketing functions & company growth — Melissa Sargeant // AlphaSense
Melissa Sargeant, CMO at AlphaSense, delves into marketing functions, company growth, and the evolutions of marketing intelligence. Marketing is not just about selling; it's about understanding and meeting customer needs, building strong relationships, and creating value. When executed strategically, marketing has the power to propel a company to new heights, fostering not only customer loyalty but also sustainable growth. Today, Melissa discusses the relationship between marketing functions and company growth
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Part 2The evolution of market intelligence platforms — Melissa Sargeant // AlphaSense
Melissa Sargeant, CMO at AlphaSense, delves into marketing functions, company growth, and the evolutions of marketing intelligence. In the past, gathering market intelligence was a manual and time-consuming process that was prone to oversight. However, modern marketing intelligence platforms bring together data from internal and external sources providing a more holistic view of the market and enabling better and faster business decisions. Today, Melissa discusses the evolution of market intelligence platforms
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