Meet Jake Braly, the VP of Marketing at Highspot. Jake is responsible for market development and global growth. Highspot is a sales enablement solution loved by sales reps. Previously, Jake led product marketing and go-to-market strategy for Apptio’s top grossing products through to its successful IPO.

In this episode, you'll learn why understanding market awareness is essential for the perfect product-market fit. Jake also tells us how to use your own product to showcase results and get great product innovation ideas. You'll hear how a combination of Account Based Marketing and direct mail has produced amazing results for Highspot. We go into detail about how they create powerful call to actions with those direct mail campaigns. Finally, you'll find out how marketing is evolving for Highspot in a competitive and changing marketplace, and what's their focus for the rest of the year. Enjoy!

Show Notes

• 02:44 A Sales Enablement Solution that Sales Reps Love
• 04:03 Awareness and Rapid Maturing Market
• 06:06 Built with The Seller's Experience in Mind
• 07:32 Evolving the Messaging and Positioning
• 11:41 Creating An Urgency Factor
• 14:01 Leveraging Own Platform to Make Informed Marketing Decisions
• 16:20 Organic Channels and Personalization Via Direct Mail
• 20:42 Direct Mail CTAs
• 22:59 Experimenting: Prioritize on A Continuous Basis
• 24:04 Kanban Boards, Objectives and KPIs
• 27:14 Next in 2018: More Testing, Extending and Amplifying Thought
  Leadership
• 29:01 Running the Largest Sales Enablement Industry Event in the
  World
• 30:01 Lightning Questions