Shahin Hoda chats with Brett Chester, Senior Vice President of Marketing at Deputy, about how marketers can leverage the novel concept of customer-led growth to create powerful content pieces and drive better engagement. Brett starts by defining this approach and talks extensively about why and how marketers should bring in customer success stories, customer quotes and testimonials in their go-to-market content pieces. Brett also shares his views on humanising the sales cycle and emphasises the importance of having a solid product marketing function. Brett concludes the discussion by advising marketers to take inspiration from B2C marketing trends to innovate in the B2B space. Read the show notes: https://xgrowth.com.au/blogs/customer-led-growth/ ABM in APAC survey: https://www.xgrowth.com.au/survey Join the Slack channel: https://growthcolony.org/slack

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