Elevating Your Value Story at a PLG Company

Pipeline Visionaries

English - April 04, 2023 12:00 - 39 minutes - 35.8 MB
Marketing Business advertising revenue b2b b2b marketing chief marketing officer cmo demand gen demand generation growth marketing Homepage Download Google Podcasts Overcast Castro Pocket Casts RSS feed

Previous Episode: Optimizing ROI with the Right Marketing Mix

Next Episode: Utilizing Data Insights for Product Marketing Success

In this episode, Jessica Gilmartin, the CMO of Calendly, talks about the company's shift in marketing strategy from PLG approaches to partnering with large enterprises and shares her thoughts on CMOs who successfully implement a hybrid approach of both PLG and SLG strategies. She also provides valuable tips on how to approach large enterprise accounts, communicate value propositions, and strengthen the relationship between sales and marketing teams.

Key Takeaways

Advice for prioritizing tensions between PLG and SLG teams with a customer-centric approach.Tips for approaching large enterprise accounts with different personas by telling a value story with examples highlighting how using Calendly benefits the entire organization.Calendly's latest product launch designed to enhance the relationship between sales and marketing teams.

Quotes:

“The only way that you can help your sales team prioritize is to give them really good data about who are the teams that are using [your product].”

“Two of the most important things you need to be a successful PLG + SLG hybrid is data… Once you understand those customers that are most right for expansion, how do you provide that value story?”

Episode Timestamps:
* (00:00) - Meet Jessica Gilmartin, CMO of Calendly
* (03:00) - Jessica’s experience with PLG + SLG hybrid approaches
* (05:30) - Transitioning from a PLG-focused company to partnering with enterprises
* (10:30) - What CMOs need to be a successful PLG + SLG hybrid
* (10:30) - Jessica’s uncuttable budget items
* (24:00) - How to approach large accounts with different personas
* (26:00) - Defining success for each channel
* (31:00) - Calendly’s new product announcement
* (37:30) - Quick Hits

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen 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.