Mason today discusses his company’s framework for developing customer engagement, how to discover the right marketing niche for your skillset, and the importance of nurturing your personal network.

Busted Myths:
~ Marketing and Sales aren’t aligned and marketing is to blame. All the sales team needs are meetings booked but the marketing team is focused on celebrating meaningless wins because they can’t generate those new meetings. Traditionally, the sales team takes a more personalized approach to closing deals and generating revenue, while marketing takes on a broader approach to building relationships and creating awareness. By combining their strengths, they can deliver a seamless and exceptional buying experience to enhance customer satisfaction.

Takeaways:
~ One way to align marketing and sales is to connect content engagement with generating pipeline. When marketing sees that a piece of content is generating engagement with the right audience, they should alert sales so they can go start having conversations around that content.
~ Develop content calendars for your executive teams and provide them with content that drives quality engagement with their existing audience and ideal customers. These posts can highlight the company and product in front of the target decision-makers.
~ A goal for Sales Assembly is to see a future with a Google Drive hierarchy and efficient automation (zaps) to automate content distribution across profiles and platforms. Implementing this automated infrastructure requires dedication which includes manually entering data into a spreadsheet and calendar to track content assets. This approach acts as a starting point before scaling and automating the process.
~ It is crucial to understand what channels drive demand creation and demand capture within a target audience. This ensures optimal prioritization of resources for each channel, such as podcasts, social, or email, based on their performance.
~ Marketing involves more than just employing tactics to sell products, so it’s important to understand the range of options that complement your individual interests and strengths such as sales, brand building, and customer focus.
~ Career advancement in marketing requires you to specialize while also developing secondary skills continually over time. Becoming an expert in all functional aspects of marketing takes years of devotion and intentional focus.
~ A personal network is an important part of a marketer’s skillset that stays with you throughout your career. Cultivating a community that accompanies you throughout your professional journey ensures ongoing support and maintains a loyal audience.

Quote of the Show:
~ “To continue to grow long term, you have to get different experiences. You have to view your foundational skillset as the thing that propels you forward and gives you credibility in the room. ” - Mason Cosby