How many times, B2B marketers, have you sat on a pipeline call reviewing open opportunities and heard someone comment on how long an opp has been open and what can be done to move it along? Quite a few times, no doubt.

Outreach from the sales rep, an open opportunity nurture sequence, and even executive outreach are all possible solutions. But wouldn’t it be better to avoid the problem to begin with?

In this episode of the B2B Nation podcast, we talk with Trinity Nguyen, VP of Marketing at UserGems,about her team’s approach to closing deals faster. And it relies on a rather old tactic from the B2B marketing toolbox – personas.

Trinity’s team discovered that when three personas were involved in the buying process,her company closed more sales. The personas were dubbed “The Three Musketeers,” and today Trinity and her team strive to marketo to these roles to get them involved as early in the process as possible.

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Also on this episode, we’ll talk about Trinity’s hopes for the second half of 2023, the most important relationship she has in her organization as a marketer, and Trinity’s favorite tools.

Episode Guide

3:03: Trinity explains the “Three Musketeers” her team targets in prospect organizations.

6:27: What has Trinity learned or changed because of the current economic conditions?

8:50: What is Trinity looking forward to in the second half of 2023?

11:50: What’s the most important business relationship Trinity has right now?

13:48: The importance of customer experience in the SaaS space

16:10: What is Trinity’s favorite tool?