This episode features an interview with John Schneider, CMO at Betterworks, a performance management solution HR professionals rely on for increasing employee engagement, manager efficiency, and business impact.

In this episode, John shares insights into how he transformed Betterworks' content strategy to cut lead costs by 65% and why establishing a trusted sub-brand has been crucial to their success. He also talks about the importance of strategic experimentation and understanding the multidimensional levers in marketing. 

Key Takeaways:

• By focusing on a content-first approach rather than paid-only channels, you can significantly reduce lead acquisition costs. BetterWorks achieved a 65% reduction in cost per lead over John’s time as CMO for the company.
• There are benefits to building a sub-brand to house content that resonates with your audience. It can help differentiate the company and attract significantly higher engagement. 
• Strong content can engage the full buying committee across personas. Making quality, accessible thought leadership content engages a company at multiple touchpoints, resulting in an easier sales process.