Betting on Brand Campaigns

Pipeline Visionaries

This episode features an interview with Prachi Gore, SVP of Marketing, Checkr, Inc., a company that makes background checks faster, easier, and more compliant.

In this episode, Prachi shares how they balance marketing to both the SMB and enterprise markets, and discusses her approach to reach each group of prospects. She also emphasizes the importance of investing in brand, and talks about how her revenue team is focused on “push marketing”.

Key Takeaways:

• Be strategic about how you target different customers. Prachi has distinct approaches for SMB and enterprise markets, —focusing on brand advertising for SMBs while leveraging thought leadership and compliance content for enterprises.
• It is worth investing in customer lifecycle and partner marketing to improve customer retention and expand market reach. Customer lifecycle marketing is especially crucial in businesses with a transactional model.
• A robust inbound marketing strategy, supported by comprehensive brand awareness efforts, is vital for capturing latent demand and nurturing leads, even when brand investment feels like a riskier bet.

Quote:

• “I think brand campaigns are always a bet. You're taking a risk of placing a bet on something that may or may not work. It's not measurable. It's hard, really, really hard to measure. And so it's kind of like, you’ve got to jump in with two feet and you'll float. But I think that that makes it hard for us as marketers to say like, hey, you're just like two million or five or whatever is your number, I'm going to put this towards a test and let's see what works, what doesn't work. Versus anything else, even we talked a lot about content syndication, but anything else like search, demand, events, campaigns, everything can be tied back to, it produces so much pipeline, exactly how much, you know. So, it just makes taking those bets, experiments, faster, easier, and at lower risk. Brand is hard, and then it also needs a philosophical alignment with your CFO, with your CEO your board, like everyone needs to be on board to help place those bets with you.”

Episode Timestamps:

*(02:10) The Trust Tree: Marketing to SMB and enterprise markets

*(12:19) The Playbook: Hitting both parts of the business through search

*(33:13) The Dust Up: Turning the BDR program around

*(35:15) Quick Hits: Prach’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Prachi on LinkedIn
• Learn more about Checkr, Inc.
• Learn more about Caspian Studios