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Frontlines.io | Where B2B Founders Talk GTM.
Strategic Communications Advisory For Visionary Founders
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 Iris Pfeifer, VP of Growth at Wisetack, a company simplifying embedded financing for service businesses. Wisetack has raised $64 Million.
Here are the most interesting points from our conversation:
Iris stresses that marketers in B2B environments must build strong relationships with sales teams. Start by conducting a listening tour to understand sales' needs and challenges. This alignment is crucial for driving effective marketing strategies.
For new marketing leaders, Iris advises prioritizing product marketing over demand generation. This approach yields quicker wins by enhancing messaging and positioning without overwhelming the sales team with major overhauls.
Instead of heavily investing in demand generation, Wisetack grew by leveraging the established reputations of their partners. This strategy is particularly effective for gaining trust in markets where brand recognition is still developing.
Understanding customer behavior is key. Wisetack found success with video content and SMS communication, knowing their target audience is frequently on the move and relies heavily on mobile devices.
As Wisetack's customer base expanded, maintaining effective product education and enablement became a top priority. Iris highlights the importance of regularly reassessing these initiatives to ensure they meet the evolving needs of a diverse customer profile.
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