An interview with Friederike Beissert, Junior Content Manager at Cognism

We sit down with Friederike Beissert, Junior Content Manager at Cognism. Cognism is a leader in international sales intelligence, setting a new standard for data quality and compliance, trusted by 1800+ revenue teams worldwide.

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How did you end up at Cognism and what problem does Cognism solve for its clients?

Cognism is a B2B data provider that gives you contact data of employees and companies you want to do business with. I joined Cognism as part of the DACH marketing team in 2022 with a background in technical translation, linguistics and public relations.

As the Junior Content Manager, what are your main responsibilities at Cognism?

As part of the Cognism DACH team, I am responsible for the content on our German version of our website and blog. I create sales and marketing content that is relevant to our target audience. This also includes optimising our content for SEO. I also work closely with our demand generation team.

How do you lead your team to organize and improve the marketing-sales process to increase sales and enhance the customer experience?

At Cognism, I get sales insights not only from our sales team in the London headquarters, but also from our sales team in Cologne. I regularly speak with the Cologne team to identify trends that are specific to sales teams in the DACH region. The collaboration between our marketing and sales teams gives me insights into both worlds and allows me to create content that is highly relevant to our target audiences.

At ColdFire, when we look at our clients' Marketing and Advertising strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the overarching revenue-focused strategy of Cognism, and what key elements does it encompass?

To drive growth, the most important step for us was to move away from gated content. We focus on generating real interest, across multiple channels. Even if sales trends in DACH don't occur at the same time as in other markets, we can observe them here. By talking about current challenges in the sales community and showing how we can help sales teams address them, we position ourselves as a thought leader who can provide them with a solution to these challenges.

What is an efficient marketing technique that you've implemented at Cognism or previous companies, which you believe is underutilized by most management teams - and why do you think that is?

Believing that B2B marketing doesn't have to be boring. Because even though we sell to companies, we still sell to people. This means that even in B2B, it's about identifying the needs and pain points of the target customer. Companies need to be able to clearly communicate how their solution can help their customers. In doing so, they should not shy away from presenting their message in an informative and entertaining way across multiple channels. In the DACH region in particular, some marketing channels are still unused by many companies, resulting in major competitive advantages for those who have started utilising them already.

Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?

In the DACH region, it is not possible to send cold emails due to the provisions of GDPR. We only send our DACH newsletter with tips on current sales trends to those sales leaders who have signed up for it. That’s why generating real demand and interest in our content and product is even more important.

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