Digital outreach couldn't get a meeting with these prospects. A tech-enabled water bottle and a handwritten note did.
In this episode of Connect To Market, host Casey Cheshire sits down with Amy Sitnick, VP of Marketing at Viedoc, to talk about what it actually means to bring humanity back into B2B marketing. Amy makes the case that knowing your buyers, your clients, your internal stakeholders, and even the influencers writing about your industry is the real starting point for any go-to-market strategy, and that the fastest way to learn what they need is to sit down with the people who talk to them every day, from client-facing colleagues to the sales reps carrying the target list. She walks through how one conversation with her sales team about a stalled emerging product turned into a direct mail campaign built around a tech-enabled water bottle and a personal note, a play that got some of their most hard-to-reach prospects to respond after everything digital had failed.
Amy also gets into her three-move framework for building a connect-to-market strategy with zero ad budget: interview internal subject matter experts like customer success reps, not just the C-suite, for thought leadership content; partner with the smaller, industry-specific influencers who can actually speak to your buyers; and treat sales enablement as free marketing that just needs the right content behind it. She's candid about where AI is helping her team, including a branded PowerPoint template that keeps AI-generated content on-brand, and where it's making marketing noisier, cautioning that without a human in the loop your brand can turn into "a walking em dash." Amy also opens up about her path from studying Spanish and international relations to running B2B marketing across financial services and now life sciences, and the shift in mission that came with it, from helping people reach their financial goals to giving patients hope.
In this episode, we cover:
- Where to look inside your own company for the subject matter experts and stories that make thought leadership actually credible
- Why unique, unexpected outreach can outperform digital channels when it's backed by real research into a prospect's pain points
- How to pick influencer partners based on relevance to your buyers rather than follower count
- What it takes to scale content production with AI without losing the authenticity that makes a brand trustworthy
- How tying your team's work to a greater sense of purpose changes the way marketing shows up day to day
Links:
- LinkedIn: https://www.linkedin.com/in/amysitnick/
- Website: https://www.viedoc.com/
Ways to Tune In:
- Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa
- Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920
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- Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391
- YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV
Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/