019 | Kevin Rippon: Mastering Conversion Rate Optimization

Welcome to GTM Secrets, the podcast where we delve into the intricacies of sales, marketing, and revenue operations in the B2B SaaS and services arena. In this episode, join host Stephen Lowisz as he sits down with Kevin Rippon, the innovative Head of Marketing at VTS, a leading force in commercial real estate technology. Kevin shares his compelling career journey, from his beginnings in product marketing to his consulting role with Goldman Sachs, and his impactful leadership at VTS. Discover how VTS has evolved from a small startup to a formidable player in the commercial real estate industry, navigating the challenges of the post-COVID landscape. Dive deep into Kevin's expertise on conversion rate optimization, with lessons drawn from his tenure at Dia & Co, and their application in the B2B marketing sphere. Gain insights into VTS's pioneering approach to branding and demand generation, breaking traditional norms in the commercial real estate sector. This episode also explores the best demand channels for reaching the right audience, emphasizing the importance of understanding customer personas. Learn how to craft engaging web experiences and leverage platforms like trade publications and LinkedIn for successful, targeted campaigns. Whether you're involved in B2B SaaS, marketing, or the commercial real estate sector, this episode is packed with actionable insights and strategies to elevate your marketing game. Tune in for a masterclass in innovative marketing tactics and strategic growth.