Follow the Signal: Align Your GTM to Improve Pipeline with Insights and Enablement
Join Lucas Welch, VP of Global Corporate Marketing at Highspot, to explore how sales enablement, intent signals, and an SEO-driven content strategy work hand-in-hand to align sales and marketing for maximum impact. See how marketing can go beyond top-of-funnel efforts to support sales throughout the buyer’s journey, using intent-based content to educate and convert prospects. He will also be sharing how Highspot’s digital strategy powers 85% of their pipeline by meeting buyers where they are, engaging them, and driving action sales can convert.
In the most recent episode of the Game Changer series, Oana, CEO of Sequel.io, welcomed a special guest, Lucas Welch, who is currently the Global Corporate Marketing Vice President at Highspot. The heart of their discussion revolved around aligning marketing and sales, making operational strategies more effective, and paving the way for stellar user conferences – just like Spark.
Lucas, with his years of experience, shed light on the crucial role of a healthy workplace culture and shared metrics. Stressing the significance of a jovial working environment, he elaborated on how it can boost team collaboration and invariably deliver improved results. Lucas further stretched upon an interesting angle of marketing influence, by arguing that it not only rests on the generation of new leads but also on being a decisive factor in sculpting the buyer’s journey.
In order to illustrate his concepts, Lucas drew upon real-life examples from his experience with Highspot’s marketing teams. The teams at his organization focus on timely content delivery as part of their sales enablement process. It is not just about broadcasting information, but making certain that the right content finds its way at the right time.
They also employ a careful and structured approach when launching new products. Unexpected releases are avoided at all costs, ensuring the field teams are always aware and ready for customer interactions. An interesting strategy, or play, lies at the core of this approach. This tactic coordinates marketing campaigns with intent signals, SEO, and a seamless multi-channel customer journey, the aim of which is to drum up interest and convert leads.
Attributing a commendable 85% of pipeline generation to their digital channels, specifically their website, Lucas credits this achievement to their aptitude for meeting the buyers on their own terms. Looking to the future, Lucas hinted at the possible adoption of artificial intelligence. Highspot plans to leverage AI to manage and educate more accounts and enhance messaging resonance. In the end, it’s all about adapting to the digital era and customer needs, shaping marketing strategies to be “all bound” for success.
