In this episode of the Enterprise Sales Development podcast, we speak with Cathy Veri, Strategist at The Pedowitz Group. Cathy talks about her experience in the buyers journey and many of the mistakes people make in analyzing and creating their ICP. She discusses the importance of investing in SDRs and content to get off the hamster wheel and accelerate growth as a company. She also shares how you can use data more effectively in your strategies to sell more.
WHAT YOU’LL LEARN
The value of mapping out content to the buyer journey and to the persona
Targeting your ICP better and capturing intent
The Fly Wheel vs. The Funnel
Coaching confident sales teams
QUOTES
“If you are not doing SEO analysis, and seeing what is trending and what keywords need to be in the first two hundred words, you are creating content in a cave. In the old days, people used their gut to determine what the market needed. But why do you need your gut now? We have so much data.” -Cathy Veri [02:28]
“You have to be laser focused on what you are saying and confident enough to say it. You can’t sell someone feature feature feature. Something has to be in it for the customer.” - Cathy Veri [09:40]
“People buy specifics. They don’t want general stuff.” -Cathy Veri [32:58]
“If the salespeople could sit with an SDR for a whole day, once a quarter, SDR teams would infinitely benefit. Marketers, salespeople, managers, sit in that seat and listen to what the customer is asking. Learn from those calls.” - Cathy Veri [45:09]
TIMESTAMPS
[00:00] Intro
[01:50] What people get wrong at the top of the funnel
[04:40] Mapping
[08:35] Identifying problems and finding solutions
[11:05] Close One Analysis in reverse
[17:30] Content syndicators
[21:43] Creating a proper ICP
[25:54] Factors to weigh before making go-to-market decisions
[31:29] Linking the right assets as a marketer
[36:37] Sharing success for everyone’s benefit
[41:20] Increase in pick-up rates due to covid
[48:07] Investing in SDRs and content
CONNECT
Cathy Veri on LinkedIn
CIENCE on LinkedIn
CIENCE on Facebook
CIENCE on Twitter
CIENCE on Instagram
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Utilizing Technology to Map Out the Buyer Journey with Cathy Veri | Enterprise Sales Development (CIENCE) podcast - Listen or read transcript on Metacast
