No More Mass Marketing: Precision Wins - chief marketing officer - Pipeline Visionaries

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Episode notes

This episode features an interview with Suzanne Behrens, CMO at Granicus, a software company that helps better engage governments and the people they serve. Suzanne discusses how Granicus is transforming engagement through AI-driven marketing, investing in digital channels over booths, and ensuring tight sales alignment. Key Takeaways: While procurement processes differ, public sector buyers still seek personalized, digital-first experiences. Meeting them with the right message at the right time is just as critical as in traditional B2B marketing. New tools allow a new level of precision, and marketers needs to stop with mass marketing effort and focus on higher prospects. While events are crucial for many CMOs we speak to, they can also be high cost and it may make more sense to overinvest in digital channels to meet customers where they are. Quote: “ We've got a tech stack with some tools that are AI-enabled, that we've adopted and hosted, that have really helped us more effectively understand buyer's behavior and intent to help us target opportunities more effectively, versus in the past, it used to be mass marketing.

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