Sales Pipeline Radio

Our guest today is Joe Chernov. He's VP of Marketing @InsightSquared. He also lends a hand to startups and wildlife causes when he can. Diving right in, he says, "It's unbelievable what you can get done if you don't care if you get fired!" Talking about his experience at Eloqua, "If we were to publish something that is valuable, we could edge our way into deeper coverage by the media."  Scorecard - even though we're not supposed to keep score:  16 articles after spending 2 years developing a product and writing up the release. An infographic got 800 articles. Very eye-opening. Joe says, "Content marketing is what happens when a marketing department shifts its thinking from knowing that the company that signs their paychecks needs to shift to the customer signs the paycheck." That shift in mindset turned collateral into an ebook, a self-serving whitepaper into a more valuable, lengthy piece of content. Shifting strategies from serving the executive to serving the buyer changes everything. Q. Is there