How Highspot Fuels Growth With The Right Mix of Account Based Marketing and Direct Mail
SaaS Breakthrough
English - August 29, 2018 15:00 - 35 minutes - 32.9 MB - ★★★★★ - 46 ratingsBusiness Technology saas start up marketing growth hacking saas marketing content marketing viral marketing software software marketing advertising Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Meet Jake Braly, the VP of Marketing at Highspot. Jake is responsible for market development and global growth. Highspot is a sales enablement solution loved by sales reps. Previously, Jake led product marketing and go-to-market strategy for Apptio’s top grossing products through to its successful IPO.
In this episode, you'll learn why understanding market awareness is essential for the perfect product-market fit. Jake also tells us how to use your own product to showcase results and get great product innovation ideas. You'll hear how a combination of Account Based Marketing and direct mail has produced amazing results for Highspot. We go into detail about how they create powerful call to actions with those direct mail campaigns. Finally, you'll find out how marketing is evolving for Highspot in a competitive and changing marketplace, and what's their focus for the rest of the year. Enjoy!
Show Notes
02:44 A Sales Enablement Solution that Sales Reps Love
04:03 Awareness and Rapid Maturing Market
06:06 Built with The Seller's Experience in Mind
07:32 Evolving the Messaging and Positioning
11:41 Creating An Urgency Factor
14:01 Leveraging Own Platform to Make Informed Marketing Decisions
16:20 Organic Channels and Personalization Via Direct Mail
20:42 Direct Mail CTAs
22:59 Experimenting: Prioritize on A Continuous Basis
24:04 Kanban Boards, Objectives and KPIs
27:14 Next in 2018: More Testing, Extending and Amplifying Thought
Leadership
29:01 Running the Largest Sales Enablement Industry Event in the
World
30:01 Lightning Questions