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

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
• (06:46) - - How to Be Good At Marketing When You're Not a Subject Matter Expert
• (09:24) - - Why You Should Stay Close to Your Customer
• (16:43) - - How to Manage a Marketing Team with Limited Resources
• (19:02) - - Eliminating Ineffective Marketing Efforts to Drive Real Results
• (24:00) - - Signups and Demos Boost From LinkedIn
• (25:06) - - How to Attribute ROI in Multi-Platform Marketing
• (29:16) - - Creating Authentic and Valuable Content
• (33:55) - - Generating Pipeline with Economic Buyer Signals
• (35:36) - - Increasing Digital Touchpoints
• (39:34) - - How To Maximize Actionability, Volume, and Conversion Rate
• (41:20) - - LinkedIn Measurement

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