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Conversation
Highlights
Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today’s episode, we’re speaking with Cory Schmidt, Head of Marketing at Heyflow, a no-code interactive form and landing page builder that has raised $10 Million in funding.
Here are the most interesting points from our conversation:
- Journey to Marketing: Cory’s path to marketing began after his service in the army and a series of roles in Germany, where he discovered his passion for SEO and demand generation in B2B SaaS.
- Interactive Forms: Heyflow specializes in no-code interactive forms and landing pages that break down lengthy processes into smaller steps, dramatically boosting user conversion rates.
- Iterative Approach: Cory’s marketing strategy focuses on iterative progress and maintaining team collaboration, avoiding large, monolithic projects in favor of continuous development and quick wins.
- HubSpot Inspiration: Cory models his content marketing strategy on HubSpot’s success, emphasizing the importance of aligning content with product value and leveraging organic search traffic.
- AI in Marketing: While AI tools like ChatGPT and DALL-E aren’t ready for direct content creation, Cory finds them invaluable for generating creative ideas and campaign inspiration.
- Shifting SDR Strategies: Cory discusses the evolution of outbound marketing from heavy reliance on SDRs to a more balanced approach that includes brand building and inbound marketing to support outbound efforts.
Actionable
Takeaways
Iterative Marketing Projects:
Focus on small, continuous improvements rather than large, long-term projects. This approach helps maintain momentum and show progress.
Leveraging AI for Inspiration:
Use AI tools for brainstorming and inspiration, but refine the output to ensure it meets your specific marketing needs and standards.
Integrated Outbound Strategy:
Combine outbound marketing efforts with strong brand-building activities to ensure prospects are familiar with your brand before direct outreach.
Focus on Organic Growth:
Invest in building scalable organic channels like SEO and content marketing to reduce dependency on paid ads and improve long-term sustainability.
Team Alignment and Development:
Understand your team members’ career goals and strengths. Align their development with the company’s needs to build a motivated and effective team.
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