The Perfect Marketing Equation - Mason Cosby - Hard Corps Marketing Show - Episode # 339

The Perfect Marketing Equation - Mason Cosby - Hard Corps Marketing Show - Episode # 339

Today’s esteemed guest is a leader, a GTM Ambassador, and an Advisor to the stars! He is a Top 20 Revenue Marketer and hosts The Marketing Ladder, a Top 50 Marketing Podcast. Introducing Mason Cosby, Director of Demand Generation at Sales Assembly! Mason joins us today to discuss his company’s framework for developing customer engagement, how to discover the right marketing niche for your skillset, and the importance of nurturing your personal network. 

 
Busted Myths:
  • Marketing and Sales aren’t aligned and marketing is to blame. All the sales team needs are meetings booked but the marketing team is focused on celebrating meaningless wins because they can’t generate those new meetings. Traditionally, the sales team takes a more personalized approach to closing deals and generating revenue, while marketing takes on a broader approach to building relationships and creating awareness. By combining their strengths, they can deliver a seamless and exceptional buying experience to enhance customer satisfaction.


Takeaways:
  • One way to align marketing and sales is to connect content engagement with generating pipeline. When marketing sees that a piece of content is generating engagement with the right audience, they should alert sales so they can go start having conversations around that content. 
  • Develop content calendars for your executive teams and provide them with content that drives quality engagement with their existing audience and ideal customers. These posts can highlight the company and product in front of the target decision-makers.
  • A goal for Sales Assembly is to see a future with a Google Drive hierarchy and efficient automation (zaps) to automate content distribution across profiles and platforms. Implementing this automated infrastructure requires dedication which includes manually entering data into a spreadsheet and calendar to track content assets. This approach acts as a starting point before scaling and automating the process.
  • It is crucial to understand what channels drive demand creation and demand capture within a target audience. This ensures optimal prioritization of resources for each channel, such as podcasts, social, or email, based on their performance. 
  • Marketing involves more than just employing tactics to sell products, so it’s important to understand the range of options that complement your individual interests and strengths such as sales, brand building, and customer focus.
  • Career advancement in marketing requires you to specialize while also developing secondary skills continually over time. Becoming an expert in all functional aspects of marketing takes years of devotion and intentional focus.
  • A personal network is an important part of a marketer’s skillset that stays with you throughout your career. Cultivating a community that accompanies you throughout your professional journey ensures ongoing support and maintains a loyal audience.
 
Quote of the Show:
  • “To continue to grow long term, you have to get different experiences. You have to view your foundational skillset as the thing that propels you forward and gives you credibility in the room. ” - Mason Cosby


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Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

Creators and Guests

Casey Cheshire
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.
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