When Eric Stockton took over as head of marketing for SharpSpring by Constant Contact following the company’s acquisition, he immediately set about shifting the focus from outbound to inbound marketing with the goal of building a pipeline of high intent hand raisers. The result was a doubling of the company’s demo attend rate, from 20 to 40 percent, and a 23X improvement in the number of leads that turned into closed won deals.

While making that shift sounds simple, in practice it requires top to bottom organizational buy in.

In this episode, Eric breaks down exactly what changed, how he built a solid foundation for it via internal communications, what the company’s new demand generation motion looks like, and the new KPIs he’s using to track success.

Get the details on all of this, and more, in this week’s episode.