In this episode, Chris dives into his go-to-market strategy at Wrike, and discusses how they are leveraging AI internally to become more efficient. He also discusses how their marketing strategy allows them to go after different types of companies within a very large market.
Key Takeaways:
- Efficiency in Performance Marketing: There is no time wasted on optimizing marketing budgets to ensure each dollar spent yields a satisfactory ROI.
- ABM: Your ABM tactics are increasingly important for targeting enterprise clients. Start by focusing on refining your org’s ICP and leveraging existing customer advocates to engage potential buyers effectively.
- Metrics and Measurement: It often comes down to data. Continuously monitoring key funnel metrics like lead quality, conversion rates, and cost per lead, to quickly identify and address issues and improve overall performance for your customers.
Quote:
- “From a product perspective, we're looking at how do we leverage AI to take, in some cases, a massive amount of data that sits in our system around work and tasks and projects and things that are happening and how to use AI to help people summarize a big thread of communication and collaboration that's happened over a period of time. And using AI to use natural language to create project plans rather than creating a project plan from scratch saying, hey, I have a project to do to launch this new product in this type of market. And here's what the product consists of. Build me a project plan and it can leverage data that exists both publicly for similar types of projects, as well as within that customer's, set of historical projects. Like, how do you generate content that way, and then how do you use AI to predict risks on a project or how do you use AI to identify resources to staff on a project. So it's interesting: both our internal workers are using AI that's available to us to help us internally. And then we're also looking at our AI strategy from a product and innovation perspective and figuring out how do we make our system more powerful, more intelligent to automate some things, to help people, focus on more creative, human-centric work.”
Episode Timestamps:
*(03:28) - The Trust Tree: Land and expand
*(12:47) - The Playbook: Chris’ uncuttables
*(35:51) - The Dust Up: Defining your ICP company-wide
*(39:06) - Chris' Quick Hits
Sponsor:
Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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