Buyer First Bites #30: Buy-in for buyer first

Happy Friday,

Most marketers I talk to are bought into a buyer-first mindset (hopefully that includes you if you’re subscribed here).

But what about your sales team? Or your CEO?

We sat down with Niall Sullivan, Head of Marketing at Senseye by Siemens, who made the move from a classic MQL model to ungated demand gen.

All over a pint of beer on our podcast.

My two takeaways from this chat:

Skip the hype: Don’t lead with lofty revenue claims but focus on what you can control now - like lead quality or time saved for sales.

Earn the right: Build trust through small wins as a marketer before pushing for a big change like a shift to demand gen.

🎧 Listen to the full episode

– Natalie Marcotullio (Head of Growth + Product Marketing)