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How Marketers Can Get ANYONE'S Attention and Turn It into Deals


Scott Cassidy
CMO at Cenergistic

Every day is a new challenge — a new opportunity to convey a message and turn something that you do into something that’s useful to people.

Episode Summary

Scott Cassidy — CMO at Cenergistic, Strategist, Speaker, Sales Leader, and Podcaster — joins Connor to talk about getting more attention with your marketing — and converting that attention into deals. Learn how to prioritize your customers’ needs and the benefits of a comprehensive understanding of your company’s customer experience. Recognize and leverage the math behind marketing, and get your sales and marketing teams working together to produce better results for your company and your customers.

Key Takeaways

  • Prioritize what the client needs — what’s important to your customer — ahead of what’s important to your marketing team, your sales reps, and even your company. Why is what you have important to them? What problems can your product or service solve for them? Putting customer needs first is the key to long term success.
  • We say marketing is 50% art and 50% science. Today, the science of marketing is all about data and math. Potential customers can find a lot of information about your company without ever involving you, so they’re about 70% of the way to deciding on your product or service before your sales rep is invited to the table. To figure out what they’re looking for, marketers should recognize and utilize relevant data analytics.
  • Sales and marketing are two sides of the same coin. In some companies, the culture pits them against each other, but they both work better — more efficiently and more effectively — when they’re part of the same team. Sales reps can rely on marketing to create content with the information potential customers want and need, and marketing can get content direction, such as FAQs, from the sales team.

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Watch the full interview below:

About Scott:

Scott Cassidy began his professional career as a copier sales rep in New York City. After six years at Kodak, and a brief stint selling software, Scott began a long career at American Power Conversion (APC) where he held leadership positions in Order Management, Customer Service, Tech Support, Inside Sales, and — for the last 15 years — in Marketing. When Schneider Electric acquired APC, Scott was tapped to run the marketing function for the Industry Business Unit which led to his last position as VP of Marketing Communications, Events, and Sponsorships for all business units in North America. In 2018, Scott joined ASLAN Training and Development as Chief Marketer, consultant, and facilitator. Today, in his role as CMO for Cenergistic, Scott’s focus is on all aspects of marketing as it exists today.

Follow Scott on LinkedIn here:

About Connor Dube:

Connor Dube is Sales & Marketing Director at Active Blogs, an industry leader in B2B social selling and content strategy, Co-Founder of the Mile High Mentors Podcast, and Founder of B2B Mentors. Building his first business at seven, he’s gone on to create multiple companies and supporting his clients approaches to adding multiple 8-figures to their sales pipeline with his innovative approach to Social Selling. As a current leader in sales and marketing strategy for complex industries, Connor’s been featured in top podcasts, resources, and stages, including MSU Denver’s current sales and marketing curriculum.

Connect with Connor on LinkedIn: or email him at

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