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Leaders of B2B Podcast - Interviews on Business Leadership, B2B Sales, B2B Marketing and Revenue GrowthAuthor: Content Allies - B2B Podcast Production
A weekly show where we bring you interviews and in the weeds expertise from todays B2B experts and thought leaders. You can see more about todays episode and guest by visiting our website at LeadersOfB2B.com Topics for the show include: B2B leadership, B2B Tech, B2B SaaS, B2B CEO's, Venture-Backed Startups, B2B Growth, Analytics, Demand Generation, B2B Marketing, and more. Language: en Genres: Business, Management, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Marketing That Moves the Needle with Amy Higgins of Cloudflare
Episode 4
Sunday, 9 February, 2025
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. #B2B #BusinessLeaders #Leadership