Creating Content That Meets Your Customers Where They Are - a podcast by Caspian Studios

from 2023-08-29T12:00

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This episode features an interview with Juliette Kopecky, CMO at Link Squares, the company behind the AI-powered contract management platform of choice for legal teams aiming to move their business forward faster.

In this episode, Juliette shares with us her strategies for defining and creating good content and how to meet customers where they are, her focus on creating stronger customer connections, and the importance of bringing varied skill sets in house in order to match the change of pace within the marketing industry.

Key Takeaways:

  • It’s crucial to understand how your customers interact with your content and why. Not only does this help your team to better understand your target personas, but it also helps create better connections with prospects and customers.
  • Now more than ever, bringing skill sets in-house is key to marketing success. A skilled and diverse team allows for resilience against the pace of change within the marketing industry.
  • Eliminate what doesn’t perform well for you. Create meaningful results, not just leads, and when you do this over time there’s less to cut in your business.

Quote:

“And I think for us, that's what we always think about is what is that piece of content or topic area that we wanna build upon that our audience cares about and what is going to be like that best medium for it. And sometimes it can be the same topic area and different pieces of it, like a bite-sized piece of content might work well in an audio podcast, whereas a detailed sort of step-by-step here's how you use the product goes really nicely with, with doing maybe a video tutorial or a written out piece of document. And I think, and I think that's so much about, like marketing is thinking about like that content and what is the vehicle, and then really matching it to your buyers and your prospects. What their needs and how they prefer to consume that content.”

Episode Timestamps:

*(03:56) - The Trust Tree: Making the backend processes easier for legal teams and increasing ROI by 352%

*(24:17) - The Playbook: Eliminating what’s not performing so you don't have to cut anything else

*(29:20) - The Dust Up: How you approach conflict is key

*(30:24) - Quick Hits: Juliette’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 Demand Gen 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:

Further episodes of Pipeline Visionaries

Further podcasts by Caspian Studios

Website of Caspian Studios