Episode 29: Performance Marketing Ideas That Drive Better B2B Sales Enablement with Richard Giorgi
Join Dots Oyebolu as he talks to Richard Giorgi, Vice President of Sales Enablement and Strategy of Swiss RE. On this episode, Richard unpacks the nuances of B2B sales enablement and performance marketing, offering a wealth of knowledge on driving growth and aligning sales and marketing strategies.
Key Takeaways:
(01:51) Richard Giorgi discusses his role at Swiss Re, focusing on sales enablement and strategy in the Americas.
(04:12) The importance of aligning sales and marketing teams and overcoming traditional silos.
(06:54) The key to successful sales enablement is providing relevant content for sales teams.
(09:55) The significance of marketing in accelerating the sales process.
(14:32) Discussing budget allocation, Richard advises on balancing brand awareness campaigns and lead generation campaigns.
(17:18) The declining relevance of marketing qualified leads as a metric.
(21:59) Digital transformation in enterprises.
(31:19) Richard favors a linear attribution model, particularly a weighted time decay model, for B2B sales enablement.
(36:45) Leveraging customer relationships beyond the initial sale to maintain competitive advantage in B2B markets.
Resources Mentioned:
Insightful Links:
https://www.gartner.com/en/marketing/insights/demand-generation-and-sales-enablement
https://learn.g2.com/b2b-sales-strategies
https://www.raconteur.net/marketing/b2b-marketing/the-role-of-b2b-marketing-in-sales-enablement/
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