Corrina Owens
Key takeaways
- 8:1395% of buyers are not in market at any given time, so marketers must engage prospects in the 'virtual watering holes' — LinkedIn, Quora, Reddit — by answering real questions with existing materials rather than pushing gated content.
- 15:24Even large buying committees are usually driven by one to three champions; getting the champion personas right does most of the work of simplifying buying-group targeting.
- 16:25Match personas within your own organization to the buyer's committee — e.g., a marketer joining calls with marketing buyers — so the account is surrounded by peers, not dependent on a single AE.
- 31:47No channel is ever truly dead — direct mail and billboards both came back; tactics only die when late adopters copy the same playbook until it is oversaturated.
- 35:52Content marketing is 20% creation and 80% distribution — internal distribution to sales matters as much as external, and tools like Gong trackers can verify whether reps actually use content in live calls.
Questions Corrina Owens answered
Peter says talk to customers but balance it with market research for the customers you want tomorrow, since buyers can't always articulate what they need. Corrina adds finding the 'virtual watering holes' (LinkedIn, Quora, Reddit) and running win surveys after closed deals to learn where buyers researched.
#Bii22 | Meeting your buyer where, when & how they want6:12 · with Peter Schroeder
Peter says yes, but segmentation multiplies fast (audience, vertical, persona, buying stage), so keep it simple; Circle layers base audience, engagement score, and buying-stage segments. Stephen focuses on the one to three champions who push deal velocity, and Corrina matches internal personas to the buying committee for stickiness.
#Bii22 | Meeting your buyer where, when & how they want13:23 · with Peter Schroeder, Stephen Know
Corrina says 2020 accelerated digital selling: the whole buying committee researches via third-party reviews, communities, and forums well before a form submission, so buyers arrive far more educated than a few years ago.
#Bii22 | Meeting your buyer where, when & how they want18:28
Corrina argues there's no one-size-fits-all — tactics get oversaturated when thousands copy a winning template, and 'X is dead' claims are usually self-serving. Peter notes direct mail and billboards both came back; Stephen says the channel never dies, only copying everyone else's playbook does.
#Bii22 | Meeting your buyer where, when & how they want29:44 · with Peter Schroeder, Stephen Know
Peter says it depends on team, tech, and budget, and shares a descriptive → diagnostic → predictive → prescriptive maturity framework. Corrina advises evaluating technology holistically across teams and setting SLAs for every campaign; Nirosha stresses clean data as the foundation; Stephen warns against letting process become the endpoint and recommends testing and iterating.
#Bii22 | Meeting your buyer where, when & how they want40:57 · with Peter Schroeder, Nirosha Methananda, Stephen Know
In Corrina Owens's words
“95% of buyers are not in market at any given time, so it's really crucial that you focus on how you can engage with those people that are not ready to buy yet.”
“Marketers, the very successful ones, are often stewards of their data.”
#Bii22 | Meeting your buyer where, when & how they want27:41