Misaligned teams lead to missed opportunities. In today’s episode, we’re joined by Amy Higgins, Director of Content Strategy at Cloudflare, who explores the power of integrated planning in marketing. Amy highlights the challenges of siloed strategies, the importance of sales-marketing collaboration and the need for creative experimentation within structured marketing frameworks. She also discusses how businesses can measure ROI effectively while balancing long-term and short-term marketing goals.

Key Takeaways:

(01:15) Integrated planning keeps teams aligned from the start.

(02:14) SEO-focused content should target buyers, not just end users, to drive real conversions.

(03:38) A unified company goal, such as increasing ACV, helps align all marketing efforts.

(04:46) Sales must be involved throughout the marketing process.

(05:32) Word choices in marketing materials impact buyer perception.

(08:03) Creativity in marketing should be tested strategically within proven frameworks.

(09:00) ROI should be measured beyond revenue, considering internal and external impact.

(09:38) New marketing initiatives must align with business goals.

(10:23) Long-term marketing efforts, like podcasting, require patience and commitment.

(12:05) The future of marketing lies in building engaged communities.

Resources Mentioned:

Amy Higgins -

https://www.linkedin.com/in/amywhiggins/

Cloudflare | LinkedIn -

https://www.linkedin.com/company/cloudflare/

Cloudflare | Website -

https://www.cloudflare.com/

This episode is brought to you by Content Allies.

Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking.

We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business.

You show up and have conversations, we handle everything else. Learn more at ContentAllies.com.

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Amber Naslund, Senior Manager of Marketing Solutions at LinkedIn, explores the challenges and opportunities in aligning sales and marketing teams. Amber sheds light on bridging the communication gap and fostering collaboration to achieve shared business goals. She shares actionable insights into improving sales-marketing alignment, focusing on understanding customer needs, creating cohesive messaging and the importance of metrics that reflect long-term success.

Key Takeaways:

(01:47) Sales and marketing often clash due to misaligned goals.

(02:44) Marketers need closer connections with customers.

(03:35) Fieldwork with sales improves marketing strategies.

(05:11) Smaller teams like HubSpot excel in alignment.

(07:51) Metrics should align with long sales cycles.

(08:39) Trusting the process builds long-term results.

(11:13) Team collaboration sparks optimism for meaningful impact.

Resources Mentioned:

Amber Naslund -

https://www.linkedin.com/in/ambernaslund/

LinkedIn -

https://www.linkedin.com/company/linkedin/

HubSpot -

https://www.hubspot.com

Zapier -

https://www.zapier.com

This episode is brought to you by Content Allies.

Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking.

We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business.

You show up and have conversations, we handle everything else. Learn more at ContentAllies.com

#B2B #BusinessLeaders #Leadership

Bria Bell, Senior Marketing Strategy Associate at JPMorgan Chase & Co., shares her insights on the role of corporate influencers in marketing and the power of authentic storytelling. Bria highlights the importance of cross-collaboration in regulated industries and creating human-centric content that builds trust and emotional connections. She also emphasizes the value of vulnerability and creativity in content marketing, even in highly regulated environments, and explores future trends in the field.



Key Takeaways:

(01:14) Building trust through industry knowledge and thoughtful storytelling.

(02:30) Sharing expertise on LinkedIn to demonstrate thought leadership.

(02:54) The importance of authenticity in creating genuine connections.

(05:06) Tailoring marketing strategies to meet unique client needs.

(06:25) Leveraging storytelling to connect with audiences and humanize brands.

(07:19) Navigating compliance creatively as a collaborative process.

(09:20) Emotional and human-centric content as a differentiator in B2B marketing.

(09:40) Shifting away from buzzwords to deliver genuine, impactful messages.

Resources Mentioned:

Bria Bell -

https://www.linkedin.com/in/briabell/

JPMorgan Chase & Co. | LinkedIn -

https://www.linkedin.com/company/jpmorganchase/

JPMorgan Chase & Co. | Website -

https://www.jpmorganchase.com/

This episode is brought to you by Content Allies.

Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking.

We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business.

You show up and have conversations, we handle everything else. Learn more at ContentAllies.com

#B2B #BusinessLeaders #Leadership