This episode features an interview with Putney Cloos, CMO at Bombora, a B2B data pioneer that connects the B2B ecosystem in a one-of-a-kind Data Co-op of leading publishers, brand websites, and premium data providers.

Putney dives into the criticality of intent data in building your go-to-market motions, the importance of measuring ROI across a long sales cycles and playing the long game in PR.  

Key Takeaways:

• While we all need to be rethinking search and paying attention to how the world is changing, we shouldn’t abandon traditional search entirely, or too quickly. It still has a significant role.
• While some see PR as an old-school tactic, it’s a very high return tactic. Marketers should leverage the fact that journalists are under pressure to find stories and should be reaching out before there is a deadline to they are top of mind.
• An AI thought-partner doesn’t care when you throw out the entire brainstorm or trash an hour of work, making AI a great thought partner.

Quote:

• “One thing that we're all struggling with, or thinking about at least, is traditional search. I think we all need to learn and think about, how does the world change? But the reality is in aggregate, traditional search still plays a pretty significant role. We're not going to throw the baby out with the bath water. We have to think about how we position ourselves as the world changes, but continue to do sort of old school investment and test and learn in the traditional search channels.”

Episode Timestamps: 

*(04:16) The Trust Tree: Selling to publishers 

*(19:43) The Playbook: Invest in high quality intent data 

*(41:36) The Dust Up: Conflict during the interview process

*(45:06) Quick Hits: Putney’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 Putney on LinkedIn
• Learn more about Bombora
• Learn more about Caspian Studios