The 1% Insight
Welcome to The 1% Insight podcast, where we help B2B Tech Marketers engage, build trust and create value for their target audience + companies through the power of B2B Content!
In each episode, we dive into strategies that will help you engage the majority of your market, those not actively buying today but who are shaping their future buying decisions while also providing value to your existing customers & those who are ready to buy.
We explore how B2B Tech companies can turn their content into strategic communication channels that build trust, engage audiences, and provide real value.
With a focus on creating content engines that position your brand as a trusted industry voice, The 1% Insight content ensures you have the tactics & information to be top of mind when prospects are ready to buy. If you're ready to learn how to turn early-stage awareness into tomorrow's demand, this podcast is for you.
Learn how "The 1%" changes can make all the difference!
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The 1% Insight
Winning New Business in Highly Regulated Markets with Micheál McGrath of VisibleThread | #28
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Selling into highly regulated markets is challenging. The buying committees are sceptical, the procurement is long and trust has to be earned long before a deal ever opens.
Micheál McGrath runs marketing and business development functions at VisibleThread, the RFP software used to win exactly these contracts. His take is to stop treating sales and marketing as the unit. The real unit is many functions working as one.
In this episode we get into how you actually win business in regulated markets, why he's not buying the traffic-decline panic and where content plays a role across the buying journey.
We also cover how to attribute events properly and defend that budget to a CFO.
For B2B tech marketers whose work still stops where sales begins, this is a practical look at running the whole engine as one unit.
Key insights for B2B Tech Marketers:
→ Sales and marketing alignment isn't enough. The real unit is many functions like marketing, sales, CS and product. If they're not all working together, you're at nothing.
→ The best marketers know every sales deal as well as the head of sales does. That visibility is what makes the marketing strategy sharp.
→ Selling into regulated markets means earning trust before the deal opens. Buying committees come in educated and sceptical, so the work happens long before a sales rep is involved.
→ Attribute events by type, not by first touch. It's very rare someone's first touch is your physical event, so judge customer events on the expansion and renewals that follow six months later.
- Connect with Micheál on LinkedIn
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