New Episode: Inbound Leads Sales Don't Hate
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This week on the podcast was really exciting.
The guest is the marketing director at Dixa—a company that has been shaking up the customer service industry, successfully challenging giant companies like Zendesk & Freshdesk at their own game.
In today’s episode, we get a rare look at not only why Dixa’s marketing team is best-in-class, but why the entire company has done so well.
(Think: clarity of vision; unity; brand storytelling; and constant experimentation)
We focus in on Dixa’s marketing lead generation engine. Let me tell you upfront that they haven’t abandoned gated ebooks and MQLs like the LinkedInfluencers would encourage.
Instead, Dixa has made the process work better.
Jen said to me that when marketing passes a prospect’s contact info to sales, she wants them to cherish it, and know it’s highly likely to become a sales opportunity.
They’ve designed for that. And in this episode, you’ll learn how.
Ben ☮️
Learn more about the guest →
Jen Montague, Director of Marketing at Dixa, the Europe-based customer service platform that just raised their $105m series C round.
Topics we covered →
In this episode, we dig into Dixa's marketing inbound lead gen process and learn a thing or two about setting up a process that your sales team don't secretly hate you for.
Expect to learn:
What type of content drives conversions
How to think about persona segmentation
Whether you should gate or ungate content (we get a clear argument to add to the debate)
Which leads, when, and how to hand them over to your sales team
P.s. Thought you might like these. I stumbled across this collection of micro-books by Category Pirates recently. They’ve written LOTS about category design and have done it in a more digestible format—waging war against long, fluffy business books that repeat the same points over and over.