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Expert Session: GTM Programs & Marketing ROI with Tom Wentworth

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Manage episode 442764310 series 3436359
Content provided by Refine Labs. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Refine Labs or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

In our July Expert Session, Chris Walker was joined by Tom Wentworth, CMO @ Recorded Future, to talk about GTM programs and Marketing ROI. Their discussion focused on guiding marketers aspiring to senior roles, offering rich insights into account selection, demand creation, and the relationship between marketing and finance.

Tom emphasizes the importance of narrowing down account focus, even for large enterprises, suggesting that a smaller, targeted set of accounts can yield better results. They dig into practical challenges and solutions in demand creation, attributing their lower cost per opportunity to a more strategic allocation of marketing spend. Tom’s advocacy for direct mail as a unique, effective tactic highlights an often-overlooked channel. Moreover, the value of robust financial relationships, notably with the CFO, and the innovative use of a news organization to drive engagement and brand authority are discussed in depth.

Then, they spent time on listener questions, going into the specifics of Direct Mail tactics and messaging.

  continue reading

221 episodes

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iconShare
 
Manage episode 442764310 series 3436359
Content provided by Refine Labs. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Refine Labs or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://staging.podcastplayer.com/legal.

In our July Expert Session, Chris Walker was joined by Tom Wentworth, CMO @ Recorded Future, to talk about GTM programs and Marketing ROI. Their discussion focused on guiding marketers aspiring to senior roles, offering rich insights into account selection, demand creation, and the relationship between marketing and finance.

Tom emphasizes the importance of narrowing down account focus, even for large enterprises, suggesting that a smaller, targeted set of accounts can yield better results. They dig into practical challenges and solutions in demand creation, attributing their lower cost per opportunity to a more strategic allocation of marketing spend. Tom’s advocacy for direct mail as a unique, effective tactic highlights an often-overlooked channel. Moreover, the value of robust financial relationships, notably with the CFO, and the innovative use of a news organization to drive engagement and brand authority are discussed in depth.

Then, they spent time on listener questions, going into the specifics of Direct Mail tactics and messaging.

  continue reading

221 episodes

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