How Adapting to the Realities of the Evolving B2B Buyer's Journey Drove 10X Results for this CMO
03/30/24 • 23 min
In this episode, Chuck Moxley, a seasoned Chief Marketing Officer with over 25 years of experience, discusses his journey from agency side to B2B SaaS companies. He shares insights on shifting marketing dynamics (and the evolving buyers journey)z, particularly in lead generation and the adoption of the 'dark funnel' approach - a strategy that focuses on ungated content to enhance engagement without upfront lead information. Moxley highlights a successful transition from conventional lead-based metrics to engagement-focused strategies at Blue Triangle, resulting in 10X engagement, significant pipeline growth and 4X return on marketing spend. He also delves into creative direct mail campaigns that yielded remarkable revenue with targeted, personalized approaches, showcasing the efficacy of blending traditional tactics with modern insights to stand out in a crowded digital space. Additionally, Moxley touches on the importance of account-based marketing and introduces his book 'An Audience of One' and his podcast 'The Frictionless Experience.'
00:00 Welcome and Introduction of Guest
00:28 Chuck Moxley's Marketing Journey: From Agency to B2B SaaS
01:26 Revolutionizing Marketing Strategies: The Shift to Dark Funnel
03:11 The Power of Ungated Content and Engagement Metrics
05:19 Redefining Success: From Leads to Pipeline and Revenue
10:34 The Impact of Non-Gated Content and Podcasts
13:22 Innovative Marketing: The Success of Direct Mail Campaigns
20:59 Chuck Moxley's Book and Podcast: An Audience of One and The Frictionless Experience
Send us a Text Message, give feedback on the episode, suggest a guest or topic
Visit the Remarkable Marketing Podcast website to see all our episodes.
Visit the Remarkable Marketing Podcast on YouTube
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Eric Eden on LinkedIn
In this episode, Chuck Moxley, a seasoned Chief Marketing Officer with over 25 years of experience, discusses his journey from agency side to B2B SaaS companies. He shares insights on shifting marketing dynamics (and the evolving buyers journey)z, particularly in lead generation and the adoption of the 'dark funnel' approach - a strategy that focuses on ungated content to enhance engagement without upfront lead information. Moxley highlights a successful transition from conventional lead-based metrics to engagement-focused strategies at Blue Triangle, resulting in 10X engagement, significant pipeline growth and 4X return on marketing spend. He also delves into creative direct mail campaigns that yielded remarkable revenue with targeted, personalized approaches, showcasing the efficacy of blending traditional tactics with modern insights to stand out in a crowded digital space. Additionally, Moxley touches on the importance of account-based marketing and introduces his book 'An Audience of One' and his podcast 'The Frictionless Experience.'
00:00 Welcome and Introduction of Guest
00:28 Chuck Moxley's Marketing Journey: From Agency to B2B SaaS
01:26 Revolutionizing Marketing Strategies: The Shift to Dark Funnel
03:11 The Power of Ungated Content and Engagement Metrics
05:19 Redefining Success: From Leads to Pipeline and Revenue
10:34 The Impact of Non-Gated Content and Podcasts
13:22 Innovative Marketing: The Success of Direct Mail Campaigns
20:59 Chuck Moxley's Book and Podcast: An Audience of One and The Frictionless Experience
Send us a Text Message, give feedback on the episode, suggest a guest or topic
Visit the Remarkable Marketing Podcast website to see all our episodes.
Visit the Remarkable Marketing Podcast on YouTube
Remarkable Marketing Podcast Highlights on Instagram
Eric Eden on LinkedIn
Previous Episode
How Marketing to 50 Million People a Month on Social Media is Saving Lives During the Worst Drug Epidemic in the History of the World
This episode features an inspiring conversation with Adam Vibe Gunton, a bestselling author, TED Speaker, and addiction recovery expert who shares his compelling journey from being a homeless drug addict to recovery.
From a traumatic event in college that spiraled into drug addiction to becoming homeless, Adam narrates his path to recovery, highlighting the turning point in his life that led him to sobriety and his purpose of helping others. Adam discusses the impactful role of marketing in saving lives through storytelling he does to 50 Million people on social media every month and the importance of sharing recovery stories to reach and assist those struggling with addiction. He explains his approach to coaching and training individuals in recovery to write and publish their stories, his work in creating a 50-state resource guide, and the significance of conveying a hopeful vision of life after recovery to encourage individuals to seek help. Adam's story underlines the power of persistence, the impact of relatable and hopeful messaging, and the crucial role that believing in the value of what one is advocating for plays in effective marketing and outreach.
For those struggling with addiction, here are some critical resources Adam shared
For a Free digital and audio copy of Adam's book visit https://recoveredonpurpose.org
For the Free Relapse Prevention Worksheet visit https://recoveredonpurpose.org/relapse-prevention-worksheet-2/
Recovered On Purpose on Facebook https://facebook.com/recoveredonpurpose
00:00 Inspiring Journey: From Addiction to Bestselling Author
00:17 The Remarkable Story of Recovery and Purpose
02:15 Marketing with a Mission: Saving Lives Through Storytelling
04:39 The Power of Consistency in Messaging and Outreach
06:47 Recovery Marketing: A Dual Approach to Helping Addicts
10:16 The Art of Persuasion: Relating and Inspiring in Recovery Marketing
15:20 Learning from the Past: Reflecting on Anti-Drug Campaigns
18:07 Resources and Support for Those Struggling with Addiction
Send us a Text Message, give feedback on the episode, suggest a guest or topic
Visit the Remarkable Marketing Podcast website to see all our episodes.
Visit the Remarkable Marketing Podcast on YouTube
Remarkable Marketing Podcast Highlights on Instagram
Eric Eden on LinkedIn
Next Episode
How The Art of Impactful Brand Storytelling Can Drive 6X Growth
In this episode, branding and messaging expert Ryan Holck, with over 20 years of experience helping 100+ organizations, shares his insights on the crucial role of storytelling in marketing. Delving into his journey from nonprofit work to marketing, Ryan emphasizes the importance of storytelling for both nonprofit and for-profit organizations. He introduces a four-part storytelling framework designed to help businesses effectively convey their impact and engage their audience. Ryan also discusses common challenges businesses face in storytelling and offers advice on how to overcome them. Additionally, he provides resources to help small businesses clarify their messaging and improve website engagement. Throughout the conversation, the focus remains on making a genuine impact and the power of narrative in connecting with audiences.
Resources
https://distillyourstory.com/free-10-minute-website-audit/
https://distillyourstory.com/unlocking-clarity-3-steps-to-creating-an-effective-marketing-story/
00:24 Ryan's Journey into Marketing and Storytelling
02:11 Case Study: Nonprofit Marketing Success
05:06 The Art of Storytelling in Marketing
07:53 Common Pitfalls in Business Storytelling
09:16 Overcoming Storytelling Challenges
14:27 Maximizing Impact with Customer Testimonials
18:36 Advice for Effective Storytelling in Marketing
20:06 Exclusive Resources for Enhancing Your Marketing
22:08 Closing Thoughts and Resources
Send us a Text Message, give feedback on the episode, suggest a guest or topic
Visit the Remarkable Marketing Podcast website to see all our episodes.
Visit the Remarkable Marketing Podcast on YouTube
Remarkable Marketing Podcast Highlights on Instagram
Eric Eden on LinkedIn
Remarkable Marketing Podcast - How Adapting to the Realities of the Evolving B2B Buyer's Journey Drove 10X Results for this CMO
Transcript
Welcome to today's episode . Our guest today is Chuck Moxley . He has been a chief marketing officer for over 25 years and he is an expert in the intersection of technology and marketing and expert in digital marketing and digital identity . Welcome to the show .
Chuck MoxleyThank you , Eric . I've been a marketing leader for 25 years , CMO for
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