In the light and warmth of a live fire, we gathered Sales and Marketing leaders from the Norwest portfolio to share their stories, learnings, and challenges from the year. Thank you to our Operating Executives Renee Cohen, Lisa (Ramirez) Ames, and David Rudnitsky, as well as our Senior Advisors, Tyler Elliston and Jill Melchionda, for hosting and leading discussions around the room. Here are 5 takeaways from their conversations: ◼ Self-reported attribution continues to provide valuable insights regarding the actual source of lead generation. Too often, Google ads and organic search get the “credit” which potentially obfuscates the role of word-of-mouth and brand efforts. ◼ Moving up the funnel with customer acquisition is a gradual process (typically from click-based and trackable to view based and minimally trackable) that's often slowed by historic norms and expectations around tracking, as well as CAC and the difficulty of getting cross-functional buy-in at the same/right time. ◼ Think about how you position AI in prospect engagements. Don’t lead with AI (everyone does that), instead explain how it enables your solution and drives value. ◼ Marketers, consider using AI as a decision-making and problem-solving tool. For example: take screenshots of SFDC error messages and ask the AI to explain what the user did wrong in their report and come back with a solution. (Works only in paid version). ◼ Consider integrating influencers into the B2B marketing mix. In more established B2B sectors, recognized thought leaders and industry experts are easy to identify and engage. In emerging or evolving categories, identifying the influential voices must be incredibly organic (and time-consuming) or investment is required to develop voices internally. There’s no better place to talk through communal challenges and insights than around an inventive meal, and Osito was the perfect setting for the dinner. Thank you to our portfolio for continuing to show up and show out with their knowledge!
-
+1