Stephen Know
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 Stephen Know answered
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, Corrina Owens
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 Corrina Owens, Peter Schroeder
Peter says surface-level asks produce a lot of one-pagers; marketers need to be in the trenches — sales calls, forecasting calls — to form their own opinion of what sales actually needs. Stephen recommends a first-principles view of the customer's problem rather than the product being sold.
#Bii22 | Meeting your buyer where, when & how they want37:54 · with Peter Schroeder
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, Corrina Owens, Nirosha Methananda
Corrina warns against copying the 2020 playbook, urging unique messaging, empathy, and over-communicating internally. Peter emphasizes integrity and transparency and says down cycles are a rare quiet time to build. Stephen notes churn is rising across SaaS, so proving ongoing value is critical; Nirosha adds that fear-based marketing repels buyers — show how you'll help instead.
#Bii22 | Meeting your buyer where, when & how they want46:02 · with Corrina Owens, Peter Schroeder, Nirosha Methananda
In Stephen Know's words
“Customers don't really care that there's a distinction between your sales and your marketing team — it's all an interaction with your brand.”
#Bii22 | Meeting your buyer where, when & how they want22:34
“The channel itself never dies — it's just copying the thing that everyone else is doing that is dead.”
#Bii22 | Meeting your buyer where, when & how they want32:49