Podcast Summary: B2B Marketing with Dave Gerhardt
Episode #203: Strategy | Why Cookie Cutter Marketing Doesn’t Work with Gurdeep Dhillon, CMO at ContentStack
Release Date: December 19, 2024

In Episode #203 of "B2B Marketing with Dave Gerhardt," host Dave Gerhardt engages in a comprehensive discussion with Gurdeep Dhillon, the Chief Marketing Officer (CMO) at ContentStack. Gurdeep brings a wealth of experience from leading marketing teams at industry giants such as SAP, Adobe, Marketo, and Zora. This episode delves into the intricacies of modern B2B marketing, emphasizing the shift from traditional lead generation to a more holistic approach centered on brand reputation and account-based marketing (ABM).

1. Gurdeep Dhillon's Career Journey

[03:12] Gurdeep Dhillon:
Gurdeep provides an overview of his professional trajectory, highlighting his 13-year tenure at SAP where he led marketing for various cloud solutions. His move to Marketo allowed him to indulge his passion for content marketing, which eventually led to Adobe following their acquisition of Marketo. After a stint at Zora focusing on subscription billing and revenue automation, Gurdeep joined ContentStack nine months prior, rejuvenating his dedication to marketing within the marketer community.

2. The Evolution of B2B Marketing: From Lead Gen to Brand Building

[11:02] Gurdeep Dhillon:
Gurdeep articulates a pivotal shift in B2B marketing paradigms. Historically, demand generation centered around lead acquisition with a primary focus on Marketing Qualified Leads (MQLs). However, the effectiveness was limited as the conversion rate from leads to actual buyers was minimal. Gurdeep emphasizes that modern marketing should prioritize brand reputation and memory over mere lead generation. He references John Miller of Marketo, who acknowledged that brand and reputation were always the true drivers behind successful marketing strategies.

Notable Quote:
Gurdeep Dhillon: "Marketing is ultimately a game of memory and reputation, not just lead generation."
[11:02]

3. Content Marketing and Audience Marketing

[07:32] Gurdeep Dhillon:
Gurdeep introduces the concept of "Audience Marketing," which transcends traditional content marketing or brand marketing. This approach involves creating highly relevant and authentic content tailored to the needs and interests of the target audience. By focusing on brand relevancy, marketers can ensure their brand remains top-of-mind among the right people and accounts.

Notable Quote:
Gurdeep Dhillon: "Audience marketing is really just focused on who you're ultimately wanting to sell to but not worrying about selling. It's classic content marketing, but it's evolved and it's now more important than ever because of Gen AI."
[07:32]

4. Account-Based Marketing (ABM) Strategy at ContentStack

[25:05] Gurdeep Dhillon:
At ContentStack, Gurdeep has reoriented the marketing strategy towards an account-based funnel. With an Ideal Customer Profile (ICP) encompassing approximately 10,000 global accounts, the focus is on guiding these accounts through a journey from unawareness to becoming customers. This strategy involves nurturing long-term relationships based on trust and brand reputation rather than chasing individual leads.

Notable Quote:
Gurdeep Dhillon: "I don't want to be playing that game. I want to play a holistic game."
[32:16]

5. Building and Structuring the Marketing Team

[37:11] Gurdeep Dhillon:
Gurdeep outlines the structure of ContentStack's marketing team, which is poised to grow to around 70 members. The team is divided into four main functions:

• Product, Solution, and Brand Marketing: Handles competitive intelligence, analyst relations, pricing, packaging, and creative endeavors.
• Integrated Marketing: Combines content creation, campaigns, and customer marketing.
• Social, PR, and Influencer Marketing: Focuses on building brand presence through social media and earned media.
• Digital Operations: Manages web development, marketing operations, analytics, and prospecting operations.

This structured approach ensures comprehensive coverage of all marketing aspects while fostering innovation and alignment across departments.

Notable Quote:
Gurdeep Dhillon: "We've got the right structure with the right leadership."
[37:11]

6. Marketing Planning and Agility

[42:24] Gurdeep Dhillon:
Gurdeep emphasizes the importance of balancing long-term planning with agility. ContentStack employs a biannual campaign theme alignment meeting involving marketing, sales, product, and partner teams to strategize six months ahead. Quarterly plans allow for flexibility, enabling the team to respond swiftly to emerging opportunities or challenges. This approach ensures that while the team remains aligned with overarching goals, they can adapt to the fast-paced nature of the market.

Notable Quote:
Gurdeep Dhillon: "Focus on the big rocks, which are essentially immovable objects."
[42:24]

7. Leveraging AI in B2B Marketing

[46:38] Gurdeep Dhillon:
AI represents a transformative force in B2B marketing. Gurdeep is optimistic about AI's potential to enhance creativity and efficiency. At ContentStack, the vision includes using AI to streamline campaign creation, from ideation to execution, ensuring all content remains on brand. Additionally, AI tools are being utilized for identifying ICPs, enriching account data, and scaling prospecting efforts. Gurdeep advocates for an "AI-first" approach, where AI automates routine tasks, allowing marketers to focus on strategic and creative endeavors.

Notable Quote:
Gurdeep Dhillon: "AI will help us if we focus the AI on automation of the things that maybe don't tap into the more creative side of what humans have to offer."
[46:38]

8. Boldness and Innovation in Marketing Strategy

[25:05] Gurdeep Dhillon:
Gurdeep underscores the necessity of boldness in modern B2B marketing. Competing against industry behemoths like Adobe requires innovative and non-conventional strategies. By rejecting cookie-cutter marketing and embracing risk-taking, ContentStack aims to carve a distinct presence in the market. This bold approach fosters creativity and allows the team to experiment with novel tactics without the fear of failure.

Notable Quote:
Gurdeep Dhillon: "Being bold is a prerequisite for us achieving our goals as a company."
[25:05]

9. Challenges and Solutions in Aligning Marketing with Corporate Strategy

[35:57] Gurdeep Dhillon:
Aligning marketing strategies with corporate objectives is crucial yet challenging. Gurdeep discusses the importance of engaging stakeholders, including investors and board members, to ensure that the marketing vision is understood and supported. By clearly mapping marketing strategies to corporate goals and demonstrating the progress of target accounts through the marketing funnel, ContentStack maintains alignment and secures buy-in from all organizational levels.

Notable Quote:
Gurdeep Dhillon: "If you can create that connection of the marketing strategy to the corporate strategy and the basically the ICP product market fit, then you're good."
[35:57]

10. Final Thoughts: The Future of B2B Marketing

[49:43] Gurdeep Dhillon:
Gurdeep remains enthusiastic about the future of B2B marketing, particularly with advancements in AI. He anticipates a shift towards more personalized and efficient marketing processes, where AI not only automates but also enhances creative efforts. This evolution promises to foster deeper relationships with clients and streamline marketing operations, positioning ContentStack for sustained growth and innovation.

Notable Quote:
Gurdeep Dhillon: "I'm pumped about it. I think we're moving from this spray and pray phase to now pragmatic, practical use cases."
[48:41]

Conclusion

Throughout the episode, Gurdeep Dhillon and Dave Gerhardt explore the dynamic landscape of B2B marketing, advocating for strategies that prioritize brand memory, reputation, and account-based approaches over traditional lead generation tactics. Gurdeep's insights into team structuring, agile planning, and the integration of AI provide a blueprint for modern marketers aiming to navigate and excel in a competitive market. The conversation serves as a masterclass for B2B marketing professionals seeking to refine their strategies and embrace innovative practices.

Final Notable Quote:
Gurdeep Dhillon: "Marketing is a memory game. Whoever plays that game the best, especially in a crowded space, if you're in a crowded space with lots of competition, you're playing a memory game."
[28:10]