#190: Strategy | Doing Marketing in a Sales-Led Organization with Taylor Udell, Head of Growth at Champify

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Nov 4, 2024

Taylor Udell, Head of Growth at Champify, brings her expertise from Twilio and Heap to tackle marketing in sales-led organizations. She discusses how Champify shifts focus from direct response ads to high-value content, seeing better results. Taylor elaborates on their effective cold calling strategies and the importance of engaging thought leadership ads on LinkedIn. She also highlights why building in-house expertise is crucial and offers insights into navigating marketing metrics for revenue growth. A must-listen for anyone in B2B marketing!

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ANECDOTE

Thought Leadership Ads

Champify leverages organic LinkedIn posts from their founder and SDR.
They boost high-performing posts as thought leadership ads targeted at key accounts.

INSIGHT

Measuring Marketing Effectiveness

Modern marketing requires a balance of quantitative and qualitative measurement.
Focus on business outcomes (revenue and NRR) and get creative with measurement in the gray areas.

ANECDOTE

Manual LinkedIn Measurement

Taylor uses a manual process involving Vlookups in Google Sheets to measure LinkedIn engagement with target accounts.
She also uses a crawler to track organic engagement and enriches the data to measure its relevance.

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In this episode, Dave is joined by Taylor Udell, Head of Growth at Champify, a sales intelligence platform that helps B2B sales teams identify key contacts for more effective outreach. With experience at companies like Twilio and Heap, Taylor shares the marketing strategies she’s used to drive growth in sales-led organizations.

Dave and Taylor cover:

How Champify drives awareness through events, LinkedIn organic, and thought leader ads
Why they stopped doing direct response ads and are seeing better results with high-value content assets
Why cold calling is an effective channel in Champify's sales-led approach
Why they chose to stop hiring freelancers and agencies and instead opted to build expertise in-house

Timestamps

(00:00) - - Intro to Taylor
(04:48) - - How to Build Product Awareness
(09:22) - - Why Thought Leader Posts Are a Better Approach Than B2B Ads
(11:40) - - How To Measure LinkedIn Effectiveness
(15:39) - - Areas Where Taylor Hopes to Drive Revenue Growth at Champify
(19:44) - - Why Cold Calling Works at Champify
(21:27) - - Measuring Success Between Sales and Marketing
(23:28) - - Why Champify Stopped Using Direct Response Ads and Is Seeing Better Results with High-Value Content Assets
(27:13) - - Driving Higher Intent with Content Assets
(29:34) - - Why Champify Stopped Outsourcing Until They Had a Definition of “Good”
(32:22) - - Measuring Success Without Gating Content or Generating MQLs
(35:14) - - Advice for New Marketing Leaders
(38:47) - - Closing Remarks

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