“Winning trust within the organization is crucial. Be responsive, be knowledgeable, and show that you genuinely care about the outcomes.”
Ran Yosef, VP of Marketing at Glassix
Welcome to Executive Conversations, where we explore how GTM leaders navigate executive discussions, market internally to gain support, and secure buy-in for long-term GTM strategies. In this episode of Executive Conversations, Maeva talks with Ran Yosef, VP of Marketing at Glassix.
Ran Yosef had extensive experience in various marketing roles before becoming VP of Marketing. He discusses the challenges of gaining executive buy-in, particularly for long-term strategies like SEO. Ran emphasizes understanding your executive team, showcasing the value of proposed marketing strategies, and building trust within your organization. He also provides tips on how to best align your marketing and sales teams to achieve cohesive and effective results.
In this episode, we talk about:
- Data-Driven Marketing
- SEO marketing
- Sales alignment
Takeaways:
- Building Trust: Ran talks about establishing trust and how it’s crucial for getting buy-in for new ideas and strategies.
- Understanding Executive Preferences: Tailoring presentations to the executive team’s preferences increases approval rate.
- Proving Long-Term Value: Demonstrating the long-term benefits of strategies like SEO helps in gaining support.
- Collaborative Effort: Working closely with sales and other departments to align.
- Industry Knowledge: Knowing your industry and competitors make for a strong case when proposing new initiatives.
Time Chapters:
[00:07.202] Introduction
[00:58.467] Ran’s journey and how he built buy-in for SEO initiatives
[01:55.454] How to apply SEO as a primary marketing strategy
[02:54.174] The importance of understanding executive teams for successful buy-in
[05:15.838] How to tailor information to different exec’s preferences
[07:42.814] Evaluating tech stacks
[10:15.682] Aligning marketing and sales teams
[13:01.854] Implementing tools to improve processes
[16:38.11] How to pitch long-term marketing strategies
[17:33.886] Demonstrating the long-term value of SEO to executives
[20:09.374] Strategic SEO: Knowing your personas and crafting effective content
[24:08.61] Building trust within your organization
[27:40.354] Closing remarks
About Ran Yosef
Ran Yosef, Glassix’s VP of Marketing, is a leading figure in AI-enhanced customer communication. With over a decade of innovative marketing strategies under his belt, Ran has significantly contributed to the growth of several startups.
From SEO to PPC, Demand Generation, and Marketing Ops, Ran has helped numerous companies thrive in highly competitive markets.
Hosting the Glassix Spotlight, a leading CX & AI podcast, Ran is deeply committed to the art of storytelling, believing in its power to engage and inspire. Ran’s visionary leadership and unwavering dedication not only drive Glassix’s success but also significantly influence the evolving landscape of AI-driven customer communications.
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