Rusty Bishop, Chief Marketing Officer at Bigtincan, talks with Jeremy about creating late-funnel content.

Highlights:

• What works and what doesn't in late-funnel content creation
• Marketing and sales working together to get front-line people the content
• Machine learning to develop the right kinds of content that drives revenue

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Memorable Quotes:

"There is the type of content that you would wanna provide to your customer facing teams when they are in the final stages of either closing a deal or perhaps it's renewing a client who's already a customer. So it's that late funnel, when it's getting close to being done."

"What you've gotta think about, especially in late stage, is,  do I have content that's addressing each of those personas that could be in that binder?  I think this is something people miss quite a bit, right? They assume I'm selling to CTOs, and I've got great content for CTOs, but it turns out that I didn't have anything for the CMO and they torpedoed the deal. That's the kind of thinking that we're trying to do here in late stage"