Ben Taylor

It's kind of that content marketing approach there. And when I sat down with the team and said, hey, who is the persona we're going after? Is this even addressing their problem? What are we talking about? That's where I started. You asked a question earlier. I started to break down. I challenged what we were doing to show impact. We had no real measurement on pipeline and bookings.

It's kind of that content marketing approach there. And when I sat down with the team and said, hey, who is the persona we're going after? Is this even addressing their problem? What are we talking about? That's where I started. You asked a question earlier. I started to break down. I challenged what we were doing to show impact. We had no real measurement on pipeline and bookings.

It's kind of that content marketing approach there. And when I sat down with the team and said, hey, who is the persona we're going after? Is this even addressing their problem? What are we talking about? That's where I started. You asked a question earlier. I started to break down. I challenged what we were doing to show impact. We had no real measurement on pipeline and bookings.

We were having kind of minimal impact on pipeline and bookings, yet we were putting out a lot of content offers explicit. So I actually went through... It's like a six to 12 month kind of, and this goes back to the retraining question. And honestly, it goes back to the change of behavior question. But we went through the six to 12 month, shut it down. Is there an impact change?

We were having kind of minimal impact on pipeline and bookings, yet we were putting out a lot of content offers explicit. So I actually went through... It's like a six to 12 month kind of, and this goes back to the retraining question. And honestly, it goes back to the change of behavior question. But we went through the six to 12 month, shut it down. Is there an impact change?

We were having kind of minimal impact on pipeline and bookings, yet we were putting out a lot of content offers explicit. So I actually went through... It's like a six to 12 month kind of, and this goes back to the retraining question. And honestly, it goes back to the change of behavior question. But we went through the six to 12 month, shut it down. Is there an impact change?

Well, I have 40 hours a week from somebody. So am I going to have them keep the lights on on something or am I going to commit to a change? We committed to the change. And that led to shutting it down. You know, the trickle, some of the audience, some of the engagement, that's fine, but we weren't putting any new effort towards it.

Well, I have 40 hours a week from somebody. So am I going to have them keep the lights on on something or am I going to commit to a change? We committed to the change. And that led to shutting it down. You know, the trickle, some of the audience, some of the engagement, that's fine, but we weren't putting any new effort towards it.

Well, I have 40 hours a week from somebody. So am I going to have them keep the lights on on something or am I going to commit to a change? We committed to the change. And that led to shutting it down. You know, the trickle, some of the audience, some of the engagement, that's fine, but we weren't putting any new effort towards it.

And we immediately shifted towards this model that I've been talking about, the sympathy mapping, engaging with the customer journey to see where they're at. What that led to is now what we've got today, which is about 18 months later, which is this approach towards we have customer journeys.

And we immediately shifted towards this model that I've been talking about, the sympathy mapping, engaging with the customer journey to see where they're at. What that led to is now what we've got today, which is about 18 months later, which is this approach towards we have customer journeys.

And we immediately shifted towards this model that I've been talking about, the sympathy mapping, engaging with the customer journey to see where they're at. What that led to is now what we've got today, which is about 18 months later, which is this approach towards we have customer journeys.

We have reached into sales enablement and created content that lands for a purpose at a point towards a persona with impact because that's what we think they need at that point because we did the mapping. And so we've got... We've got email nurture again. We have web again. We have organic social again. But the tone, the tenor, what we've talked about has completely changed.

We have reached into sales enablement and created content that lands for a purpose at a point towards a persona with impact because that's what we think they need at that point because we did the mapping. And so we've got... We've got email nurture again. We have web again. We have organic social again. But the tone, the tenor, what we've talked about has completely changed.

We have reached into sales enablement and created content that lands for a purpose at a point towards a persona with impact because that's what we think they need at that point because we did the mapping. And so we've got... We've got email nurture again. We have web again. We have organic social again. But the tone, the tenor, what we've talked about has completely changed.

It is not just this offer centric feed speed. I've got my columns. We've done it. We've put it out there. And we are measuring pipeline and bookings and have seen growth from that because we're more relevant. Right. Like the whole thing has lined up and I won't give numbers, but we have seen growth. of 5X, 6X growth and what our impact is from there.

It is not just this offer centric feed speed. I've got my columns. We've done it. We've put it out there. And we are measuring pipeline and bookings and have seen growth from that because we're more relevant. Right. Like the whole thing has lined up and I won't give numbers, but we have seen growth. of 5X, 6X growth and what our impact is from there.

It is not just this offer centric feed speed. I've got my columns. We've done it. We've put it out there. And we are measuring pipeline and bookings and have seen growth from that because we're more relevant. Right. Like the whole thing has lined up and I won't give numbers, but we have seen growth. of 5X, 6X growth and what our impact is from there.

And that is based on starting with the, do they care? What matters? Are we talking in that right way? And so that was really scary for the team. Honestly, that was really scary for the team because they had been- Was it scary for you? I don't know. I'm kind of a risk taker.

And that is based on starting with the, do they care? What matters? Are we talking in that right way? And so that was really scary for the team. Honestly, that was really scary for the team because they had been- Was it scary for you? I don't know. I'm kind of a risk taker.