This episode features an interview with Luke Arno, CRO at Transcend, a privacy platform that empowers brands to enhance regulatory stances and improve customer relationships through data transparency, consent, and control.

Luke shares his thoughts on strategy that prioritizes data privacy and limits engagement to prospects who opt in. He also discusses making the sales function an advisor and consultant to potential customers.

Key Takeaways:

• One size fits all messaging is not successful and does more damage than good. It needs to go.
• Marketing while prioritizing data privacy is a different ball game and requires a series of calculated investments based on the target market.
• Empowering your sales leaders as thought leaders, and asking them to act as advisors, makes them very valuable at events.

Quote: 

• “ How do we most effectively deliver thought leadership or ask the right questions from our customers about the problems they're solving? And we invest deeply in enabling our sales force  to be subject matter experts, and then therefore we rely on them to help scale, to meet our customers and open up the conversation in a trusted environment. Hence the name of the segment, the trust tree. But that whole process requires sales rep to put their sales position down and, effectively, ship the paradigm for how they think about engaging customers as more of a consultant or an advisor.  So, we try and delight our customers with a sales free experience, but we do rely deeply on the employees we hire at every function to effectively manage the conversation as a trusted advisor.”

Episode Timestamps: 

*(07:47) The Trust Tree: Thoughts on marketing strategy from a CRO  

*(21:52) The Playbook: The psychology of prospecting

*(37:03) The Dust Up: Show up prepared to articulate your position

*(40:45) Quick Hits: Luke’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 Luke on LinkedIn
• Learn more about Transcend
• Learn more about Caspian Studios