The Niche Media Approach

Learn from Shane Murphy-Reuter, CMO at Webflow, about aligning your media buying strategy with how people consume content.

Webflow is the way to design, build, and launch powerful websites visually—without coding.

Industry
Software Development
Founded
2012
Website
wfl.io/li
Shane Murphy-Reuter

Guest Bio

Shane is an experienced B2B marketing exec who has a unique experience across brand, product marketing and demand. Currently CMO at Webflow, he previously ran marketing at Zoominfo, Intercom and marketing and sales at AdRoll. He is an expert in helping technology companies who have already experienced their first phase of growth ($10m+ ARR), to grow to $100m and well beyond. He does this by designing both strategy and operating models for go-to-market teams to help them penetrate existing markets and go after new product areas and markets.

Guest Bio

Shane is an experienced B2B marketing exec who has a unique experience across brand, product marketing and demand. Currently CMO at Webflow, he previously ran marketing at Zoominfo, Intercom and marketing and sales at AdRoll. He is an expert in helping technology companies who have already experienced their first phase of growth ($10m+ ARR), to grow to $100m and well beyond. He does this by designing both strategy and operating models for go-to-market teams to help them penetrate existing markets and go after new product areas and markets.

Episode Summary

This episode features an interview with Shane Murphy-Reuter, CMO at Webflow, a company that offers non-coders the ability to design, build, and launch powerful websites.

Shane discusses the importance of the website and the value of being able to build quickly without coding knowledge and without making sacrifices in quality. He also dives into the efficacy of paid and organic search investments and the niche media approach.    

Key Takeaways

  • You should align your content strategy with how people consume content, which is in a more niche way. 
  • Invest in the conversion rate on your website. Can you support the people who come to your website? How much are you spending on traffic generation versus conversion rate optimization? 
  • Across marketing and sales, pace is important. Think about how to organize your team and empower them to go from concept to execution quickly. 

Quotes

“This concept of niche media is to align our media buying strategy with how people consume content, which is a much more niche way. So right now we've just done, I think, five different podcast sponsorship deals with podcasts that are consumed by CMOs, which is our new target market. Marketing events, right? Talk about Forrester, Gartner. Where are CMOs? Where are they consuming content? Where are they listening to things? Go be there.” ––Shane Murphy-Reuter, CMO, Webflow

Episode Highlights

*(14:05) The Trust Tree: Creating a bifurcated marketing team 

*(31:49) The Playbook: The efficacy of paid and organic search 

*(40:48) Quick Hits: Shane’s Quick Hits 

Episodes Transcript

  • You should align your content strategy with how people consume content, which is in a more niche way. 
  • Invest in the conversion rate on your website. Can you support the people who come to your website? How much are you spending on traffic generation versus conversion rate optimization? 
  • Across marketing and sales, pace is important. Think about how to organize your team and empower them to go from concept to execution quickly. 
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