This episode features an interview with John Schneider, CMO at Betterworks, a performance management solution HR professionals rely on for increasing employee engagement, manager efficiency, and business impact.

In this episode, John shares insights into how he transformed Betterworks' content strategy to cut lead costs by 65% and why establishing a trusted sub-brand has been crucial to their success. He also talks about the importance of strategic experimentation and understanding the multidimensional levers in marketing. 

Key Takeaways:

• By focusing on a content-first approach rather than paid-only channels, you can significantly reduce lead acquisition costs. BetterWorks achieved a 65% reduction in cost per lead over John’s time as CMO for the company.
• There are benefits to building a sub-brand to house content that resonates with your audience. It can help differentiate the company and attract significantly higher engagement. 
• Strong content can engage the full buying committee across personas. Making quality, accessible thought leadership content engages a company at multiple touchpoints, resulting in an easier sales process. 

Quote: 

• “You have to realize in marketing, you are absolutely not playing checkers. You're playing chess and you're probably playing some multidimensional version of chess. And you can't expect immediate results from everything you do. If it was easy to do what you're going to go do, they would not have hired you because the former person would still be there. And all those things have probably been tried in different capacities. And what is really important is to balance the tension between taking action but also doing it in a quality way and with some strategic foresight. And that's where the experimentation really comes in, understanding the scenarios and the outcomes. It's good to experiment and it's okay not to know what the outcome will be, but you need to know which lever you're pulling or you're not going to have a result that you can then fix against.”

Episode Timestamps: 

*(04:12) The Trust Tree: Auditing when you step into a new role 

*(23:23) The Playbook: Content as the lifeblood, shared through a sub-brand

*(35:37) The Dust-Up: Having a say in pricing and packaging 

*(38:37) Quick Hits: John’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 John on LinkedIn
• Learn more about Betterworks
• Learn more about Caspian Studios