It was a pleasure to sit down with Michael Rosman, who helms strategy at Verbit, a company providing a range of AI-powered services. I wanted to learn about Verbit’s transition from transcription services to offering vertical-specific applications on top of the transcription functionality.
Michael and I discuss challenges facing contemporary B2B marketing teams, including “sales cycle paralysis” and the impact of emergent competitors. Michael emphasizes the importance of staying updated on market trends, maintaining thought leadership, and adapting to new technologies like AI. We also discuss the balance between demand creation and harvesting, the significance of community building, and the need for a cohesive narrative for both investors and customers. Michael highlights the importance of understanding market dynamics, customer needs, and strategic differentiation to stay competitive.
Discussion points include:
- The importance of thought leadership and the various ways to achieve it, including events, conferences, and branded content.
- The long-term effort required for community building and the importance of being present when people search for information.
- The impact of AI on B2B SEO, given that B2B buyers are more likely to use AI tools for research.
- How Verbit’s focus on real content improved their SEO results even without an SEO agency.
- The balance between demand creation and demand harvesting, noting the inherent tension between the two.
- The impact of new ICPs and the need to be proactive in identifying and capturing new market opportunities.
- The balance between defending existing market share and targeting new opportunities.
- Aligning communications with investors and ICPs, given the potential discrepancy between investor value propositions and market value propositions.
- The role of LTV, total market size, and other factors in determining ICPs.
- The role of lead scoring in identifying high-value prospects and the importance of knowing the decision-making process.
- The challenges of selling to multiple ICPs and the need to focus on those with the best fit and highest potential.
- The importance of staying updated on market trends and customer perceptions to maintain relevance and competitive advantage.
