How to Be Great at Marketing Without Being a Subject Matter Expert with Kevin White, Head of Marketing at Common Room

#286 Growth | In this episode, Dave is joined by Kevin White, Head of Marketing at Common Room, a leading customer intelligence platform for go-to-market teams. Kevin shares insights from his experience helping teams capture and act on digital breadcrumbs to optimize their marketing and sales efforts.

Dave and Kevin cover:

• How to be a good marketer even when you're not the Subject Matter Expert
• Signal-based marketing and how it is transforming the buyer’s journey by focusing on the right actions instead of just clicks
• B2B influencer marketing plays that work

Timestamps

• (00:00) - - Intro to Kevin
• (06:27) - - How to Be Good At Marketing When You're Not a Subject Matter Expert
• (09:05) - - Why You Should Stay Close to Your Customer
• (16:24) - - How to Manage a Marketing Team with Limited Resources
• (18:43) - - Eliminating Ineffective Marketing Efforts to Drive Real Results
• (26:07) - - Signups and Demos Boost From LinkedIn
• (27:13) - - How to Attribute ROI in Multi-Platform Marketing
• (31:23) - - Creating Authentic and Valuable Content
• (36:02) - - Generating Pipeline with Economic Buyer Signals
• (37:43) - - Increasing Digital Touchpoints
• (41:41) - - How To Maximize Actionability, Volume, and Conversion Rate
• (43:27) - - LinkedIn Measurement

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