Be the Easiest Company to Buy From
Learn from William Tyree, CMO at IntelligenceBank and Co-Host of the Brand Intelligence Podcast, about becoming the easiest company to buy from.
IntelligenceBank is a platform that helps marketing teams get brand and legal-approved content out the door faster. We do this through digital asset management, briefs and campaign workflows, proofing and mark-up tools, creative templates, disclaimer engines, online brand portals, and reporting tools that work together to simplify and automate all your brand, creative and marketing processes. Designed by marketers, for marketers, we help maximize creative efficiencies through a single source of truth. Everything that happens within IntelligenceBank is tracked and monitored for auditing, regulatory and compliance requirements. IntelligenceBank’s beautifully designed platform is used by over 400 brands with 800,000+ users in 55 countries. IntelligenceBank has offices in the US, Canada and Australia.
Guest Bio
William creates winning teams that drive exponential growth, strategic account expansion and high-impact brand experiences. As a full-stack B2B marketer, he is passionate about growing enterprise pipeline and revenue with AI, ABM, content marketing, original research, analyst relations, category design, intent data and product marketing. He is a frequent speaker at industry conferences, and my thought leadership has appeared in Ad Age, Forbes, Entrepreneur, the Salesforce Blog & elsewhere.
Named by Comparably as one of 49 Marketing Leaders to Follow, his domain specialties include SaaS, Artificial Intelligence (AI), sales tech and martech.
Guest Bio
William creates winning teams that drive exponential growth, strategic account expansion and high-impact brand experiences. As a full-stack B2B marketer, he is passionate about growing enterprise pipeline and revenue with AI, ABM, content marketing, original research, analyst relations, category design, intent data and product marketing. He is a frequent speaker at industry conferences, and my thought leadership has appeared in Ad Age, Forbes, Entrepreneur, the Salesforce Blog & elsewhere.
Named by Comparably as one of 49 Marketing Leaders to Follow, his domain specialties include SaaS, Artificial Intelligence (AI), sales tech and martech.
Episode Summary
This episode features an interview with William Tyree, CMO at IntelligenceBank, a platform that helps marketing teams get brand and legal approved content out the door faster.
In this episode, William discusses his focus on being the easiest company to buy from, the importance of empathizing with buyers, and how customer buying behavior has changed over time.
Key Takeaways
- Buyers have a hard job and marketers need to prioritize making their company easy to buy from.
- Product marketing needs to be about empathizing with buyers, not just pitching the good things about your product.
Quotes
“My goal is to make IntelligenceBank the easiest company in our space to buy from. Buyers have a hard job. It's really hard to lasso all those different people on your buying committee and get them to agree on you as a vendor. So, to be the easiest, we have to assume that buyers are going to conduct at least three quarters of their research before they even talk to a seller.”
Episode Highlights
*(05:17) - The Trust Tree: The complex roles for people in charge of brand
*(16:15) - The Playbook: Becoming easy to buy from
Episodes Transcript
- Buyers have a hard job and marketers need to prioritize making their company easy to buy from.
- Product marketing needs to be about empathizing with buyers, not just pitching the good things about your product.
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