This episode features an interview with Shane Murphy-Reuter, CMO at Webflow, a company that offers non-coders the ability to design, build, and launch powerful websites. 

Shane discusses the importance of the website and the value of being able to build quickly without coding knowledge and without making sacrifices in quality. He also dives into the efficacy of paid and organic search investments and the niche media approach.    

Key Takeaways:

• You should align your content strategy with how people consume content, which is in a more niche way.
• Invest in the conversion rate on your website. Can you support the people who come to your website? How much are you spending on traffic generation versus conversion rate optimization?
• Across marketing and sales, pace is important. Think about how to organize your team and empower them to go from concept to execution quickly.

Quote: 
“This concept of niche media is to align our media buying strategy with how people consume content, which is a much more niche way. So right now we've just done, I think, five different podcast sponsorship deals with podcasts that are consumed by CMOs, which is our new target market. Marketing events, right? Talk about Forrester, Gartner. Where are CMOs? Where are they consuming content? Where are they listening to things? Go be there.”

Episode Timestamps: 

*(14:05) The Trust Tree: Creating a bifurcated marketing team 

*(31:49) The Playbook: The efficacy of paid and organic search 

*(40:48) Quick Hits: Shane’s Quick Hits 

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Shane on LinkedIn
• Learn more about Webflow
• Learn more about Caspian Studios