“You either have to do content well or not do it at all,” says Michael Oliver. For the Director of Marketing at MBK Search, that means steering away from basic how-to blogs and listicles and taking a journalistic approach to content that targets, nurtures and ultimately builds long-term relationships with the top-tier risk, audit, and compliance talent the UK-based global recruitment firm wants to attract.  

Oliver, who has been charged with overhauling MBK Search’s marketing strategy, decided that neither route was right for the company. “We don't want to position ourselves as a recruitment company in that sense.” Content is going to play a “massive” role in that strategy, says Oliver, “because that’s what’s going to differentiate us from our competitors."

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Marketing teams have prioritized acquisition-first strategies with a "growth at all costs" mindset over the past decade. But during the downturn, they'll need to shift their mindsets to focus on retention to ensure they continue to thrive in a tough economy.

In this guide from Charlie Windschill, Director of Growth Marketing at Ortto, you'll learn how to adopt a retention-first strategy and empower your marketing team with the know-how to reduce churn and drive growth, including:

• Why you need to adopt a retention-first marketing strategy
• A new framework for building a successful retention strategy
• Case studies and expert insights from marketing leaders

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Traditional lead scoring is fundamentally flawed, but it's still foundational to the way many SaaS B2B go-to-market teams generate leads. It's time for that to change. Go-to-market teams need a new framework for lead scoring that reflects the way customers buy now.

In this guide from Andrea Warmington, Senior Content Strategist at Ortto, you'll learn:

• Why traditional lead scoring doesn’t work anymore
• What a product-qualified lead is and a modern approach to scoring
• How a product-led approach to lead scoring can accelerate growth
• How to implement a product-led lead-scoring framework

Listen now and get ready to transform your approach to lead scoring.

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