How Visitor Identity is Transforming B2B Marketing: Kwanzoo’s SiteStop w/ Mani Iyer (#8)
2024 has been a turning point for B2B marketing – and every progressive B2B company on the planet has been integrating this piece of technology.
As organic and social channels have been drying up for many and paid ads performing far less efficiently, maximizing conversion rates and data collection are more important than ever. So while being able to capture company-level account data has been possible for years (albeit not too affordable), progressive products like SiteStop now provide visibility for individual level data – names, email addresses, LinkedIn profiles, and even phone numbers.
I sat down to discuss the next stage of B2B marketing with Mani Iyer, the CEO of Kwanzoo. We covered a number of key points around how personal visitor identity is reshaping the way businesses engage with prospects and customers, turning cold leads into warm conversations.
Mani shares insights on:
The shift from company-level data to understanding individual visitors and their unique journeys.
How personal insights can enhance lead generation and nurture relationships effectively.
The importance of integrating visitor identity into your marketing strategy for better results.
Practical tips for automating processes that save time and improve lead quality.
Join us as we explore how this human-centric approach can transform your marketing efforts and foster genuine connections in a digital world. Get ready to rethink your strategy and embrace the power of personal engagement!
Episode Timelines:
00:00 – Teaser
00:38 – Podcast & Guest – Mani Iyer Introduction
02:18 – The Problem SiteStop Solves
05:54 – Revolutionizing B2B with SiteStop
07:47 – ICP Filtering and ABM Integration
10:33 – Automating Lead Generation
12:47 – Expanding Data Pool and Minimizing Overlap
14:05 – Personalized Outreach and Ethical Considerations
15:53 – Alternative Outreach Strategies
17:37 – Playbooks for Mid-Market Companies
22:24 – Mario Peshev’s Background and the Importance of Cross-Disciplinary Understanding
23:31 – Buying Process and Stakeholder Involvement
25:35 – Increased Scrutiny and Collaboration in Decision-Making
26:44 – The USA GTM Community and Trends in Q4 and Beyond
29:44 – Community Benefits and the Rising Importance of Indian Founders
31:44 – Current GTM Trends and the Power of LinkedIn
34:57 – The Role of Live Events and Referrals
36:34 – Evolution of Marketing Automation and the Rise of New Tools
38:40 – The Future of GTM Tech Stack
39:18 – The Rapid Pace of Change in B2B Marketing
39:30 – Experimenting with AI in GTM
41:16 – Opportunities for AI-Enabled and AI-First Applications
42:31 – AI-Driven GTM Insights and Content Generation
43:14 – AI and the Future of Events and Content
43:54 – Connecting with Mario Peshev and SiteStop
44:24 – Conclusion and Call to Action
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