Embracing an Outside-In Marketing Perspective
Learn how Johann and the team at Emburse are approaching spend management in a holistic way and how all marketing comes down to adding value.
Emburse is a global leader in spend optimization. Their expense, travel management, purchasing and accounts payable, and payments solutions are trusted by more than 12 million business professionals, including CFOs, finance teams, and travelers. More than 18,000 organizations in 120 countries, including FORTUNE 100 corporations, high-growth startups, public sector agencies, and nonprofits, count on their automation, sophisticated analytics, and unmatched spend control to streamline processes, increase spend visibility, enhance compliance, and deliver positive financial outcomes. Mission statement: “We humanize work. We eliminate manual, time-consuming tasks, so our customers and their teams can focus on what matters most in their personal and professional lives.”
Guest Bio
As Chief Experience Officer of Emburse, Johann is responsible for leading a cross-functional marketing and customer success organization, with the goal of delivering a world-class customer experience from first awareness through subscription renewal.
Over the course of the last 25 years, Johann has written, implemented, sold and marketed a variety of customer database, CRM and customer experience (CX) products. An evangelist for customer experience, he has delivered keynotes and press interviews in 18 different countries, and written numerous articles on the topic.
Prior to Emburse, he served as Chief Marketing Officer at Xactly Corporation. Before joining Xactly, he held several executive leadership positions within SAP Global Marketing. Earlier in his career, Johann held a variety of technical, field, and go-to-market leadership positions at SAP CX, NewScale (Cisco), Nightfire (Neustar), Clarify (Amdocs) and IBM.
Johann holds a BS in Commerce and Engineering from Drexel University.
Johann is a featured public speaker and a key spokesperson with both media and analyst experience.
Guest Bio
As Chief Experience Officer of Emburse, Johann is responsible for leading a cross-functional marketing and customer success organization, with the goal of delivering a world-class customer experience from first awareness through subscription renewal.
Over the course of the last 25 years, Johann has written, implemented, sold and marketed a variety of customer database, CRM and customer experience (CX) products. An evangelist for customer experience, he has delivered keynotes and press interviews in 18 different countries, and written numerous articles on the topic.
Prior to Emburse, he served as Chief Marketing Officer at Xactly Corporation. Before joining Xactly, he held several executive leadership positions within SAP Global Marketing. Earlier in his career, Johann held a variety of technical, field, and go-to-market leadership positions at SAP CX, NewScale (Cisco), Nightfire (Neustar), Clarify (Amdocs) and IBM.
Johann holds a BS in Commerce and Engineering from Drexel University.
Johann is a featured public speaker and a key spokesperson with both media and analyst experience.
Episode Summary
In this episode, Johann shares how he and his team are approaching spend management in a holistic way, the beauty of championing your clients, and how all marketing comes down to adding value. Johann also talks about strategies for shifting budget spend to incorporate additional high-converting formats and channels and the importance of focusing on strong content and adding value outside of demand gen interactions.
Key Takeaways
- Incorporating customer success into the buyer lifecycle journey helps to avoid internal breakdown through departmental silos.
- Learning how your potential customers interact with your brand before your sales team gets involved allows for deeper insights into the kind of content a business should be investing in and creating.
- The effectiveness of ads is diminishing and that ad spend should transition away from single-use assets to reusable assets that can be repackaged in multiple ways.
Quotes
“What are the business processes that our buyers go through? What are their jobs like? What is their working environment? What does their day look like? Right? And then how do we give the salesperson the education on the topics that are relevant to those buyers that we can address so they can start asking questions and start sort of engaging in an open-ended way and that's kind of the problem, right? You can do all this automation on the website and you can create beautiful content, but if you're not thinking about how do I enable my sellers to understand that content journey and how to leverage the insights that are attached to that content to create dialogue, then, then it will fall short.”
Episode Highlights
*(8:40) - The Trust Tree: How and why Johann and his team are starting to “solution sell”
*(29:44) - The Playbook: Engaging potential buyers before the sales team gets involved
*(47:11) - Johann’s Quick Hits
Episodes Transcript
- Incorporating customer success into the buyer lifecycle journey helps to avoid internal breakdown through departmental silos.
- Learning how your potential customers interact with your brand before your sales team gets involved allows for deeper insights into the kind of content a business should be investing in and creating.
- The effectiveness of ads is diminishing and that ad spend should transition away from single-use assets to reusable assets that can be repackaged in multiple ways.
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