Crafting a Media Strategy That Powers 100% Inbound Growth
Dive into the journey of building a powerful media engine focused on delivering valuable, customer-centric content that attracts and converts. We’ll explore how focusing on organic channels like LinkedIn, strategic SEO, and unique content formats enables brands to stand out in crowded markets—without relying heavily on paid ads or traditional acquisition channels. Learn from real-life examples and gain insights into the tools, tactics, and mindset needed to create a self-sustaining inbound engine that fuels growth and strengthens brand authority.
In this episode of the Game Changers CMO series, Oana, founder and CEO of Sequel.io, introduced Jessica Walker, the CMO of MEDDICC. This exchange of ideas and strategies around the art of inbound marketing gave rise to a robust discussion, especially on building audience engagement primarily through LinkedIn.
One of the key strategies Walker underscored during the conversation was the development of a value-driven, audience-centric content strategy. As a leader of a SaaS enablement and media business that provides on-demand training using the MEDDICC framework, Jessica stressed the importance of focusing on the needs and interests of stakeholders. Walker argued persuasively that placing the audience before the company can yield significant dividends in maintaining an engaged audience.
She also shared the secret sauce behind her company’s growth. Jessica credited their success to their investment in an ensemble of creatives and content developers — video editors, graphic designers, producers, and content writers, along with their SDR (Sales Development Representative) team. By creating an internal team akin to a miniature agency, MEDDICC has managed to cultivate valuable, engaging content that resonates with their audience.
Throughout the discussion, Walker broached the subject of advertising. While acknowledging its role in extending reach and fostering follower engagement, Walker admitted to an inclination towards organic growth over traditional, gated-content funnels. In her perspective, funnels often pivot more towards the company than the audience, thus running contrary to her audience-first philosophy.
In their discussion, Oana and Jessica also addressed several audience questions, presenting novel insights on keeping content customer-centric and avoiding an exceedingly brand-focused narrative. They also shed light on measuring the impact of specific content on inbound conversions and leveraging owned media outlets for improved tracking and data control.
Finally, the pair underscored the importance of experimentation and community building. These factors, they argued, are crucial elements of a successful marketing strategy in today’s fast-paced and shifting business landscape.
