Lead cross-selling like a Gusto PMM

Episode notes

Want to boost your sales without coming across as pushy? The art of cross-selling isn't about bombarding customers with products - it's about striking when the iron is hot. Just ask Leah Brite, Head of Benefits Product Marketing at Gusto and three-time Top 100 Product Marketing Mentor, who's turned this delicate dance into a science. In this conversation, Leah and I explore her winning strategy which lies in the customer readiness score - a game-changing approach that combines data-driven insights with human intuition. Her team identifies key triggers that signal when a business might need additional services, such as reaching specific employee thresholds or experiencing significant growth phases. The proof is in the pudding: Leah's methodical approach, which includes multiple call-to-action options and a 50% holdout strategy for campaign validation, resulted in an impressive 20% lift in new sales opportunities. This success stems from meeting customers exactly where they are in their journey, whether they're ready to buy immediately or just starting to explore their options.

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