No More Mass Marketing: Precision Wins

Pipeline Visionaries

This episode features an interview with Suzanne Behrens, CMO at Granicus, a software company that helps better engage governments and the people they serve.

Suzanne discusses how Granicus is transforming engagement through AI-driven marketing, investing in digital channels over booths, and ensuring tight sales alignment.

Key Takeaways:

• While procurement processes differ, public sector buyers still seek personalized, digital-first experiences. Meeting them with the right message at the right time is just as critical as in traditional B2B marketing.
• New tools allow a new level of precision, and marketers needs to stop with mass marketing effort and focus on higher prospects.
• While events are crucial for many CMOs we speak to, they can also be high cost and it may make more sense to overinvest in digital channels to meet customers where they are.

Quote:

• “  We've got a tech stack with some tools that are AI-enabled, that we've adopted and hosted, that have really helped us more effectively understand buyer's behavior and intent to help us target opportunities more effectively, versus in the past, it used to be mass marketing. You'd sort of throw it out there and hope someone will, you know, call you. It's really now about looking at their behavior and intent to help us target more effectively and personalize the experience and customize from a super ABM perspective of reaching prospects and customers. So, leveraging different tools to help us do that. We're reaching them when they're ready. They're much higher prospect than just sort of casting a wide net.”

Episode Timestamps:

*(02:36) The Trust Tree: Selling globally to many personas

*(05:04) The Playbook: Overinvesting in digital and web

*(21:37) The Dust Up: Meeting in the middle

*(22:47) Quick Hits: Suzanne’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Suzanne on LinkedIn
• Learn more about Granicus
• Learn more about Caspian Studios