Episode 122: Taking Demand Generation Further with Customer Generation with Garrett Mehrguth of Directive
Garrett Mehrguth, CEO of Directive, joins Ledge to share his expertise in marketing and his insights as a successful business leader. Directive Consulting has been providing customer generation for software companies for the last eight years.
Mehrguth shares that account-based marketing isn’t the right way to go. Citing limited market potential and disjointed KPIs, the spend on impressions and MQL doesn’t translate into deals. He thinks the focus should be geared more towards sales qualified leads.
He also shares that targeting users is more effective than focusing on decision-makers. So many marketers have made the mistake of targeting the C-level, who don’t necessarily understand the full value of your product.
Mehrguth goes on to discuss his approach to personal development that’s also applicable to organizations. Be humble enough to realize you aren’t good at something, strive to learn it, then develop consistent actions to practice and improve. Mehrguth doesn’t target perfection but expertise, which allows him to take on more skills to develop and learn.
Mehrguth also shares that as a business leader, we should hire for talent over experience. Being able to communicate and share forward-looking ideas and a path to execution will attract great talent — people who want to execute and make a difference to your vision.
Business leaders looking to up their game in developing themselves and their organizations will love this discussion. They’ll find ways to generate more customer demand through Mehrguth’s approach.
Website - directiveconsulting.com
Community - https://directiveconsulting.com/join-society/
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