On this episode of The Marketer’s Journey, I sit down with Bryan Law, CMO of ZoomInfo. As the CMO of an organization that does over a billion dollars in revenue, Bryan brings unique insight into how to continue to achieve a high level of growth and lead a large team of marketers to success. We discuss consistently looking for new growth opportunities and how to identify areas for improvement through leveraging both data and content. We also dive into his twelve years as a consultant and his time at other public companies (including Salesforce, Google, and Rackspace) and how he translates those experiences into his role as CMO.
Key takeaways from this episode:
- Create messaging pillars. Bryan stresses the importance of creating high-level messaging pillars that ensure consistent content across channels. Once these have been established, sales and marketing messaging can both ladder into the pillars for consistency and connectivity.
- B2B customers want to unlock data. After surveying customers and prospects in Q4, Bryan and ZoomInfo discovered that B2B respondents want to leverage data to engage with customers in an integrated way, and improve conversion rates through automation and scaling.
- Sales and marketing teams need to be aligned. Bryan believes that in the current economic climate, sales, and marketing teams need to be aligned on overall goals and the metrics that will be used to measure success. He thinks there is waste between those two departments and that increased connectivity is where the market is going.