SBI Sales and Marketing Podcast
About This Show
The SBI Sales and Marketing Podcast is a weekly dive into the latest insights and business strategies in the world of sales and marketing. Every week Greg Alexander, CEO of SBI, invites the top CEOs and Marketing and Sales leaders from a variety of industries to discuss how they make their number year after year, so you can do the same. Subscribe for your weekly dose of business news, management & marketing, and sales insights to keep you at the top of your game.
Most Recent Episode
How to Earn Brand Preference with Content Marketing
< 1 day ago
Joining us for today’s show is Kathy Juve, a marketing leader who knows how to create brand preference that attracts more deals into the funnel at a higher win rate. Today’s topic is Content Marketing and how to use content marketing to build brand preference that gives you a competitive advantage. Kathy and I leveraged the SBI annual workbook to guide our conversation, turn to the Content Strategy and Planning phase starting on page 190 of the PDF. Our guest today is Kathy Juve, the Chief Marketing Officer for Convergys. The world leader in contact center outsourcing, Convergys is a $3 billion company who has fueled growth through robust marketing and sales. What differentiates the contact center outsourcing is their ability to provide analytics, technology, and automation solutions to help large enterprises execute their customer contact strategies. Kathy is uniquely qualified to speak on this topic of B2B content marketing. This is a rare show for B2B marketing leaders to learn from a CMO peer who is also a top expert on customer engagement. Seth Godin’s research has revealed that becoming a superstar takes 10,000 hours of hard work. I have a rare B2B marketing leader for you today who has 20+ years of experience. That’s 40,000 hours of marketing leadership experience marketing the omni channel customer experience. Listen as Kathy demonstrates how to earn brand preference by satisfying the information needs of your target customers and prospects. This show illustrates that content marketing does more than drive leads into the funnel. Content marketing can satisfy the information needs of prospects and customers with the result of increasing brand preference. This is a must hear interview for any executive with an organic growth strategy. Why this topic? Old activities-centric marketing organizational charts create ineffective silos and prevent revenue growth. Modern outcomes-centric marketing organizational charts eliminate silos, provide seamless integration with the product and sales teams, and unlock trapped revenue potential. In the first segment of the program Kathy and I set-up the use case for Convergys to give you context for how to apply this demonstration to your unique business. We begin by outlining the audiences that Kathy prioritizes and we identify the information needs of the customers and prospects. Kathy has a strong understanding of the audience expectations and wh