How do you market to someone who doesn’t even know what they’re looking for yet?

That’s the challenge with the mining industry, and we’re unpacking it all in this episode with Alex Lloyd, Head of Marketing for Advanced Navigation.

🎥 Prefer to watch the conversation?

We've got a link for you: https://youtu.be/bm3QGZPpfRc

From focusing on storytelling, to navigating complex stakeholder networks, and building account-level influence in one of the toughest B2B sectors out there, this episode also covers...

• Moving from product-led to value-led marketing
• Understanding the importance of Category Entry Points (CEPs)
• How to identify and speak to customer pain points that actually drive action
• Using content, humour, and empathy to win over mining giants like BHP and Rio Tinto
• And, why scoring accounts is critical in long-game industries (not just leads)

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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth.

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