Building Buyer Trust Through Purpose-Driven Content with Kerry Penny, Valtech

Content Matters

What's the secret to crafting content that not only captivates but truly empowers buyers to take action?

We’re joined by Amanda Cummings, Account Executive at Compose.ly, who shares her insights on the importance of building a collaborative relationship between sales and marketing. We’re also joined by Global Head of Brand and Content at Valtech, Kerry Penny ​​to share her expertise on shifting from traditional content strategies to buyer-centric approaches that transform the decision-making process. She emphasizes the importance of transparency and flexibility in building trust with cautious buyers. If you’re looking to step up your marketing game and really make a difference for your buyers, you won’t want to miss this conversation.

In this episode, you’ll learn:
The Concept of Buyer Enablement: Why empowering buyers with the right content is crucial for success
Building Trust: Why transparency and flexibility are both needed in order to win over cautious buyers
Human-Centric Marketing: How storytelling and authentic connections drive better business outcomes

Things to listen for:
(00:00) Welcome to the Show
(02:26) Are We Burning the Relationship with Sales?
(04:23) The Role of Intent in MQLs and Sales Alignment
(06:29) How to Use Engagement Data for Outbound Prospecting
(08:06) Building Trust Between Sales & Marketing Teams
(09:43) The Importance of Aligning on KPIs
(10:42) Meet Valtech’s Global Head of Brand and Content: Kerry Penny
(14:03) The Impact of Startup Culture on Marketing
(20:06) Building a Purpose-Driven Culture and Its Role in Client Success
(26:18) How to Use Content to Drive Demand with Real Stories
(33:16) The Evolution of Buyer Behavior and Buyer Enablement Content
(38:08) Coaching Buyers on How to Make Decisions
(45:11) The Importance of Data Hygiene in Customer Retention
(47:01) Kerry on Winning Gartner CMO of the Year
(57:04) Friends Matter with our friend Catherine Campbell, Founder of One For The Books

Resources:

• Connect with Kerry Penny: https://www.linkedin.com/in/kerrysugrue/
• Learn more about Valtech: https://www.valtech.com/
• Learn more about Kin + Carta: https://www.kinandcarta.com/
• Connect with Nicole: https://www.linkedin.com/in/nicolemmaclean/
• More from Compose.ly: https://compose.ly/content-matters
• Submit Your Own Friend’s Matter Story: https://compose.ly/friends-matter
• And from this episode, shoutout to our friend, Catherine Campbell, Founder of One For The Books: https://www.oneforthebooks.com/
• Produced in partnership with Share Your Genius: https://shareyourgenius.com/
• Learn more about our sponsor, Apollo, here: https://bit.ly/4cZwZNq