Scott Vaughan

Scott Vaughan on Rewriting his Go-To-Market Playbook

Scott Vaughan specializes in the intersection of go-to-market strategy and demand generation and has almost a decade of tenure performing various functions in the CMO role. With past experience in product marketing and sales, Vaughan shares his holistic insights on the biggest challenges facing B2B marketers today.

When the going gets tough, B2B marketers get going. We face our hurdles head-on. But it can still be a challenge to keep up with the ever-evolving needs of mid-market and enterprise clients.

As a longtime veteran of the marketing technology industry, Scott Vaughan has collaborated extensively with members of the B2B segment and has an intimate understanding of the operational side of the lead-to-revenue process. Vaughan currently advises CEOs, boards, executive teams, and founders on their B2B marketing strategies.

In this episode of Change Agents, Vaughan discusses:

• Why he’s rewriting his marketing playbook to include critical factors affecting today’s global market.
• How the buying model has changed due to the recent tectonic shift in remote work and communication.
• What B2B marketers can do to employ the tech-driven needs of remote agents seeking more of a “self-serve” approach in marketing. 

It seems the buyer’s journey is changing by the day, which begs the question—does the buyer’s journey even exist anymore? Vaughan presents an interesting answer.

“There is no single buyer’s journey. If you try to build automation and processes around a single type of buyer, you’ll repeat the same habits again and again. You may get some activity, but you won’t be moving with the buyer, the account, or the buying committee.”

Instead, Vaughan suggests giving the buyer as much control as possible and using the resulting data to develop your B2B approach further. Data should help answer the following questions: Where is the buyer at? How are they consuming information? What are their buying requirements?

Vaughan also notes that internal company culture dictates how agile teams adapt quickly to the needs of buyers. For example, in his role as Chief Growth Officer at Integrate—a marketing automation and CRM company—he highlighted team members’ wins and successful ideas in a public setting. Not only did this build trust within the team, but it also served as a morale booster for those who performed well.

Watch the interview to learn more about how Vaughan uses his product, sales, and marketing knowledge to come up with internal processes that yield external successes for B2B marketers to reach the contemporary buyer.