During this episode of Tech Qualified Podcast, we talk with Justin Gutwein, Content Marketing Manager at 6sense, a marketing firm in Indianapolis, Indiana. Justin Gutwein shares his extensive background in video production and content creation, how 6sense approaches client engagement with the ‘dark funnel,’ executing layers of engagement, and how the B2B buyer’s journey is changing. 

 

Episode Highlights:

• Justin Gutwein shares his background in video production.  
• What is the smartest decision Justin has ever made as a professional?
• Who is the ideal 6sense customer and what types of solutions does the company provide?  
• What role does content play at 6ense? 
• How does he determine what types of content formats to execute? 
• What is 6sense’s ‘Talking Sense’ and what were some of the logistics behind it?
• Justin Gutwein talks about building an event experience with 6sense.  
• What are some ways 6sense has built up their brand leadership? 
• What is today’s B2B’s buyer journey?
• Justin examines the habits of the buying cycle. 
• What does his editorial execution calendar look like?  
• What is a resource that Justin Gutwein gets a lot of value from?  

 

3 Key Points:

1. The ‘dark funnel’ is all of the activity that happens before anyone asks for help, gets more information, or takes action. 
2. The ‘dark funnel’ is broken down into four stages: the awareness stage, the consideration stage, the decision stage. and the purchase stage. 
3. Justin Gutwein says that about 78% of buyers will buy from the first person or company who they actually have an interaction with. 

 

Tweetable Quotes:

• (6sense) “What we are able to do is look into anonymous intent data and inform your marketing and sales teams. Who is in market for your product?” – Justin Gutwein
• “Think about your own habits. You are researching online. So when you finally have basically answered your own questions. You finally reach out to someone and say, ‘Hey, I would like to talk and or buy this thing.’” – Justin Gutwein
• (B2B buyer journey) “People are spending more and more time anonymous before they raise their hand and say, ‘Hey, I’m interested in your product,’ and most of them have pretty much made their decision.” – Justin Gutwein

 

Resources Mentioned:

• Justin Gutwein: Linkedin | Twitter
• 6sense
• Motion