How can marketers engage buyers earlier, create value through benchmarking, and build smarter strategies that drive real B2B results?
In this episode of Connect To Market, host Casey Cheshire welcomes Michael Phelan, Principal and Founder at Go-to-Market Pros and a leading B2B marketing strategist, to explore how early buyer engagement and actionable benchmarking can transform the impact of modern marketing. Michael challenges the belief that buyers want to delay conversations and explains why engaging them early, when paired with real value, creates stronger momentum in the buying cycle. He shares how comparing performance against best-in-class competitors motivates action and helps marketing teams produce content that truly resonates.
He also breaks down the power of running benchmarking studies, conducting moderated prospect meetings, and involving CMOs directly in conversations to uncover insights that shape long-term strategy. From leveraging community-driven learning to embracing AI tools, Michael highlights how marketers can elevate their programs by focusing on strategic alignment and real-world buyer understanding. He emphasizes that leaders must move beyond outdated models, stay close to their customers, and use early-stage engagement to strengthen decision-making and drive better outcomes.
In this episode, we cover:
Why early-stage buyer engagement leads to stronger conversations and better outcomes
How benchmarking creates insight-rich content and motivates buyers to take action
Why moderated prospect meetings uncover game-changing strategic insights
How communities and AI tools enhance modern B2B marketing strategy
If you’re a B2B marketing leader looking to drive deeper engagement, sharpen your strategy, and build programs rooted in real buyer insight, Michael’s perspective offers a practical and powerful guide to modern marketing success.
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Connect with Michael:
LinkedIn: https://www.linkedin.com/in/michaeljphelan1/
Go-To-Market Pros: http://www.gotomarketpros.com
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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
