The Compete Network

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Kênh • 6 chương trình

Kinh Doanh

Kinh Doanh

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Tiếp Thị

Tiếp Thị

16/11/2023
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Nghề nghiệp

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Nghề nghiệp

Nghề nghiệp

13/12/2022
Tiếp Thị

Tiếp Thị

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Tiếp Thị

Tiếp Thị

Hai tuần một lần

19/07/2021

Building Insightful Buyer Personas with Adele Revella of Buyer Persona Institute

In this week's episode, we are joined by Adele Revella, CEO & Founder of Buyer Persona Institute. The methodology at Buyer Persona Institute helps marketers further understand how, when, and why, decisions are made by buyers. Within their training, Buyer Person Institute built a framework called the Five Rings of Buying Insight to help reveal insights about buyers' decisions and gain buyer trust. Tune in now to hear how Adelle unpacks the building blocks of a successful buyer persona effort. Key Takeaways: 07:59 - 08:49 📊 Understanding the Effects of the Pandemic on Buyers 09:16 - 10:01 🤔 What is the Difference Between Profiles and Personas? 10:27 - 11:26 🔑 Helping Buyers Trust You Have the Right Solution 12:59 - 13:55 🧩 First of The Five Rings of Buying Insight 18:24 - 19:03 🏆 What is the Sample Size to Identify Patterns Across Buyers? 20:25 - 21:18 🌍 Meaningful Differences in Each Sector and Industry 22:20 - 23:11 👂🏽 Candid, Open Conversations for People to Share Their Story 25:31 - 26:36 ✍🏽 Avoiding the Buyer Persona Trap
27/04/2023

#72 - Competing in an Insanely Crowded Market | Chelsea Pula, Amex Global Business Travel

Senior Competitive Intelligence Manager at Amex GBT Chelsea Pula joins Adam to talk about her team's process for prioritizing competitors, the steps Chelsea takes to connect and align with cross-functional stakeholders, and how they determine which differentiations to use against different competitors. Don't forget to sign up for our weekly Coffee & Compete Newsletter for your weekly dose of the best competitive content in the business. To subscribe, visit https://klue.com/newsletter Key Moments: (00:08) Adam and Ben say hello (03:18) Chelsea's three biggest learnings (05:17) Competing in the insanely competitive business travel market (9:11) Getting up to speed as a new employee (14:34) How to differentiate against different competitors (17:38) Shifting to needs-based selling (22:46) How to engage sellers and increase adoption (27:07) Gamifying competitive intelligence (28:19) Deciding which competitors get the most attention (30:28) Rapid Fire!! Team: Host: Adam McQueen Producer: Ben Ronald Post Production: Grayson Ottenbreit Audio Editor: Michael Panes Music Credits Intro Music: The Podcast Intro by Music Unlimted Rapid-Fire Music: Los Angeles by Muzaproduction About Klue: Klue provides a lens into your competitor’s world, continuously updating and connecting dots to help you win more business. It’s a new way to capture, manage, and communicate market insights from the web and across the company, in platforms your team already uses. Host: Adam McQueen Production: Grayson Ottenbreit Check out past episodes and more great compete content like the Competitive Enablement Show, only on the Compete Network, powered by Klue. About the Compete Network: The Compete Network is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.
17/05/2024

Are You a (Modern) Product Marketing Leader? w/ Sangram Vagre, Yi Lin Pei & Trinity Nguyen | S4 E1

There’s so much confusion around what a modern go-to-market is, and what marketing’s role is in developing and executing against a successful GTM strategy. In the first episode of The Marchitect, Sangram Vajre, Founder at GTM Partners, Trinity Nguyen, VP Marketing at UserGems, and Yi Lin Pei, Founder at Courageous Careers share: the modern go-to-market, and the role of the CMO and their PMM leader the difference between marketing the business, and the business of marketing the key characteristics of a modern CMO & PMM leader what GTM motions should be top of mind for modern marketers Credits: The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community. Guests: Sangram Vajre, Trinity Nguyen and Yi Lin Pei Producer: Grayson Ottenbreit Editor: Stephen Despins
31/08/2021

Episode 5: Accelerating Growth with Enablement & Storytelling (Seismic & Gong)

In this episode of The Marchitect, Julien Sauvage (VP, Product Marketing @ Gong), one of the best Marchitects in the game, “stopped by'' the podcast recently and shared how he collaborates with his key “interlock” stakeholders to both create a unified story for the market and accelerate growth in the Revenue Intelligence category. In this session, we discussed: How Product Marketing is Driving Gong's Go-to-Market efforts How you as a Product Marketing Leader can align everyone to tell the same stories The importance of Storytelling and how you can differentiate your product in the market Opportunities where Product Marketing Leaders can enable the Revenue Engine
29/07/2021

Episode 3: Transformational Marketing Leadership (Seismic & VMware)

The tide has turned, b2b buyers and sellers interactions have changed. Carol, CMO, VMware, and Michael, CMO, Seismic share how their marketing teams are adapting to this new normal. In this session, we discussed: How to drive change management in your organizationNavigating the challenges of the CMO role during these constantly evolving timesWhat makes a product marketer a particularly good candidate for becoming a CMOHow product marketers can be architects of growth for their company
24/02/2022

S2 Episode 4: Pricing with Confidence (Impact Pricing, OpenView & Klue)

Pricing is the top profit lever at companies. Pricing can boost profits way more than increasing sales or cutting costs can. But most companies leave money on the table because they don’t charge the right price. Why is pricing underdeveloped in most companies? And how can companies do better? In this episode of The Marchitect, pricing gurus Mark and Kyle explain which function should own pricing (cough, product marketing) and how to choose the right pricing strategy.
12/07/2021

Episode 2: A CMO's Perspective: Adapting to New Buying Realities (Gong, Drift, Lessonly, Wanderlust)

What used to work had to be shifted, adjusted, and changed to fit the new landscape. What could possibly be next? Throw out your pre-covid blueprint. The Product Marketing Community brought together an all-star cast of inspiring thought leaders to take us in the right direction for 2021 and beyond. During this podcast, our Editor-in-Chief, Megan Heuer, talked to the CMOs of Gong, Drift, and Lessonly, and the Wanderlust Group about what it means to throw out what we once knew and adapt to b2b decision maker's new expectations, spending, and buying behaviors
22/06/2021

Episode 1: Welcome to the Marchitect (Casted & PMC)

The tide has turned! B2B buyers and sellers interactions have changed. Marketing is at the center of transformational change in nearly every B2B company. Customer expectations, spending, and behaviors are constantly shifting. And product marketing has emerged as a critical element behind the successful change. Each episode features in-depth advice from executives who will tell you how they built impactful teams, optimized go-to-market efforts, and enabled customer-facing teams to thrive. We highlight Marchitects who are shaping the discipline of (product) marketing and driving growth for their b2b companies. We invite you to come along for the ride. With an executive perspective and an unflinching eye on what the future holds, our guests share their personal insights and experience regarding: People: How to build, manage and measure the (product) marketing functionStrategy: How to unite the business around an optimized go-to-market strategyRevenue Enablement: How to enable the revenue team to engage today's b2b customer Join us as Lindsay from Casted interviews Rowan, the founder of the Product Marketing Community who's on a mission to give b2b product marketing executives the support and frameworks they need to build winning teams, unite the business, and be an architect of growth, or "Marchitect."
15/07/2022

S2 Episode 11: How to Position to W.I.N with Atlassian

What does it take to W.I.N.? In the latest episode of The Marchitect, Atlassian's Global Head of PMM shares how he builds manages, and measures his product marketing team of close to 100 people.
11/03/2022

S2 Episode 5: Positioning To Win (Ambient Strategy & Reprise)

If there’s one thing April Dunford wants you to know about positioning, it’s that positioning is not the same thing as messaging. And while we’re on the topic, please stop calling it brand positioning. “My personal pet peeve is when people talk about brand positioning, which really bugs me because I think there’s positioning and there’s branding, but those things are actually really distinct.” In this episode of The Marchitect, legendary positioning expert April Dunford explains why Mad Libs “fill in the blanks” positioning statements don’t work. And she gives us a better way to position products to win.

The Compete Network is the home of the best shows, events, and resources on competing. Created in partnership with the top product marketing, competitive intelligence, and go-to-market voices in the business. Powered by Klue.

Trang Web

The Compete Network

Top Chương Trình

Building Insightful Buyer Personas with Adele Revella of Buyer Persona Institute

#72 - Competing in an Insanely Crowded Market | Chelsea Pula, Amex Global Business Travel

Are You a (Modern) Product Marketing Leader? w/ Sangram Vagre, Yi Lin Pei & Trinity Nguyen | S4 E1

Episode 5: Accelerating Growth with Enablement & Storytelling (Seismic & Gong)

Episode 3: Transformational Marketing Leadership (Seismic & VMware)

S2 Episode 4: Pricing with Confidence (Impact Pricing, OpenView & Klue)

Episode 2: A CMO's Perspective: Adapting to New Buying Realities (Gong, Drift, Lessonly, Wanderlust)

Episode 1: Welcome to the Marchitect (Casted & PMC)

S2 Episode 11: How to Position to W.I.N with Atlassian

S2 Episode 5: Positioning To Win (Ambient Strategy & Reprise)

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