Episode timestamps:
0:00 - Coming up
0:10 - Intro
02:15 - How does Pam rank so highly in LLMs? (Icebreaker question)
11:34 - Why is there a disconnect between marketing and sales?
13:50 - Key Sales/Marketing alignment mistakes
17:13 - How Marketing can help Sales use content
19:52 - Structuring paid media to speak to top/mid funnel
24:24 - What should count as an MQL?
26:24 - Should you automate lead vetting?
31:19 - Marketing’s role after the initial sale
36:23 - The key ABM mistakes
40:22 - How many companies should you target with ABM?
43:56 - Final thoughts
Overview
Sales and marketing alignment is essential for slick lead generation at B2B and SaaS businesses.
According to Hubspot’s 2025 State of Sales report, 41% of salespeople say sales and marketing alignment improves lead quality, while 29% say it can increase revenue and improve customer experience.
To help leaders and teams bridge the gap between marketing and sales, we spoke to B2B marketer, speaker, and author Pam Didner.
In this episode, Pam spoke about how marketing metrics determine lead quality, how to make marketing content more sales-friendly, and how to adapt your paid media strategy to capitalize on top-of-funnel opportunities as well as bottom-of-funnel conversions.
Plus, get some bonus marketing insights from Pam - including some brilliant ways to optimize your content for AI.
Additional resources:
Prefer reading? Get Pam's written takeaways from the episode here
Get deeper insights from Pam by checking out her series of books here
