Mastering Asset Creation w. Justin Dorfman

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Go-To-Market Lab

Kathleen Randall

16 episodes

1 week ago

Welcome to "Go-To-Market Lab," the podcast for startup founders and business leaders mastering go-to-market strategy. Hosted by Kathleen Randall, an expert in B2B SaaS, risk management, and cybersecurity, this show helps you define the right customer profile, create impactful messaging, optimize pricing, and more. Join us for insightful interviews, practical advice, and real-world examples to elevate your business and drive growth. Whether you're at $10M or aiming for $100M, this podcast is your go-to resource for market success.

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Mastering Asset Creation w. Justin Dorfman

Go-To-Market Lab

1 hour 7 minutes 2 seconds

1 year ago

Mastering Asset Creation w. Justin Dorfman

Are you struggling to create effective marketing assets that truly resonate with your buyers? In this episode, we dive into the art of personalizing sales assets with Justin Dorfman, CEO of AssetMule. Justin shares his insights on how to bridge the gap between marketing and sales, enhance asset personalization at different stages of your company, and create a more interactive and engaging experience for buyers. If you want to learn how to increase win rates, improve asset engagement, and get practical tips on working with outside agencies, this episode is packed with actionable advice. Tune in to discover how to align your team and elevate your go-to-market strategy.

00:27 Defining Marketing Assets

01:20 The Importance of Assets in Lead Generation

03:15 Introducing the Guest: Justin Dorfman

05:46 Understanding B2B Buying Behaviors

09:18 The Role of Personalization and Interactivity

16:35 AI's Impact on Asset Creation

19:38 Creating Effective Sales Assets

33:50 Creating and Training on Competitive Assets

34:30 Measuring Success Against Competitors

36:53 Importance of Business Impact for Product Marketers

37:24 Three Key Metrics for Sales Asset Measurement

39:00 Challenges in Proving Asset Efficacy

41:19 Personalization Throughout the Sales Process

47:18 Tips for Effective Outsourcing

51:33 Hiring the Right Product Marketer

55:48 Fostering Collaboration Between Sales and Marketing

01:00:20 Final Thoughts and Recap

Follow Kathleen & Justin:

Connect with Kathleen

LinkedIn: https://www.linkedin.com/in/kathleenlimrandall

Connect with Justin

LinkedIn: https://www.linkedin.com/in/justindorfman87/