This episode features an interview with John Gaines, VP Marketing, Zyter|TruCare, a healthcare technology company supporting 45 health plans and more than 44 million covered lives

John emphasizes the importance of establishing thought leadership to build credibility before focusing on amplification and talks about effective tactics such as leveraging PR agencies and using effective lead generation platforms.

Key Takeaways:

• Lead with thought leadership to cut through the AI clutter. Position your brand as a credible voice first, then layer in activation.
• Non-negotiable marketing levers: PR, demand gen infrastructure, and product clarity. These are foundations you can’t compromise.
• Evaluate the ROI of events. In many cases, digital channels and content may outperform costly in-person events.

Quote: 

• “  So you have to have, somewhere in the mix, the capability to cut through that density and get to an understanding of what does this stuff do that solves a compelling problem in a unique way that somebody will pay money for versus other alternatives that are out there? And that is a combination of talent and skill that you just have to have in the mix. It doesn't usually come from outside.  It's something you have to have internally.”

Episode Timestamps: 

*(04:51 ) The Trust Tree: Position your brand as a credible voice first, then layer in activation

*(11:10 ) The Playbook: The value of a PR agency 

*(30:36 ) The Dust Up: Operating in a startup up within a large company 

*(33:19 ) Quick Hits: John’s quick hits 

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with John on LinkedIn
• Learn more about Zyter|TruCare
• Learn more about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.