Speakers: Elissa Fink | Greg Alexander, SBI



Unfortunately, most marketing leaders would answer “no.” The amount of content in front of your target customers and prospects has exploded recently. So, to get the ear of your perspective buyers you need a significant amount of compelling content. Yet many marketing teams struggle to create enough.


If you feel you might have this problem, click here and listen to this podcast. It is an interview with Elissa Fink, the Chief Marketing Officer at Tableau, the company that lets you see and understand data. The company is growing very quickly with a projected 2015 revenue of $600 million and approximately 3,000 employees.




During the interview, Elissa discusses: 


  • How to set content goals for the marketing team that also meet the sales team’s needs.
  • How to create content that makes your audience smarter, and therefore more likely to engage with your company.
  • When and how to audit your content.
  • Why your customers are your best sales force.


We use SBI’s recently released workbook titled, “How to Make Your Number in 2016” to guide the conversation. Specifically we review pages 124 and 125, which details the content process. Elissa will walk us through how she uses a version of this process at her company. At the end of the show, if you want to use the SBI workbook, I will let you know how to get it.


As a marketer you need to reach your audience and get your products and services in front of them. Click here to hear how one of your peers has used content marketing to do exactly that.   


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Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.


He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.


Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.


He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.


Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.


He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.




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