This episode features an interview with William Tyree, CMO at IntelligenceBank, a platform that helps marketing teams get brand and legal approved content out the door faster. 

In this episode, William discusses his focus on being the easiest company to buy from, the importance of empathizing with buyers, and how customer buying behavior has changed over time. 

Key Takeaways:

• Buyers have a hard job and marketers need to prioritize making their company easy to buy from.
• Product marketing needs to be about empathizing with buyers, not just pitching the good things about your product.

Quote: 

“My goal is to make IntelligenceBank the easiest company in our space to actually buy from. Buyers have a hard job. It's really hard to lasso all those different people on your buying committee and get them to agree on you as a vendor. So, to be the easiest, we have to assume that buyers are going to conduct at least three quarters of their research before they even talk to a seller.”

Episode Timestamps:
*(05:17) - The Trust Tree: The complex roles for people in charge of brand 

*(16:15) - The Playbook: Becoming easy to buy from

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.

Links:

• Connect with Ian on LinkedIn
• Connect with William Tyree on LinkedIn
• Learn more about IntelligenceBank
• Learn more about Caspian Studios