---
title: "Which asset actually moved the deal"
description: "Marcus Webb on separating the content a buyer opened from the content that changed their mind, and why the two lists rarely match."
url: https://meridian.nexity.build/podcast/which-asset-actually-moved-the-deal
published: 2026-05-20
updated: 2026-10-27
---

# Which asset actually moved the deal

*The Deal Record · Ep. 4 · May 20, 2026 · 30 min*

Marcus Webb on separating the content a buyer opened from the content that changed their mind, and why the two lists rarely match.

- Guest: Marcus Webb (Content Lead, Nexity)
- Hosted by: Mark Richards (Head of Revenue Research, Nexity)

Listen on: [Spotify](https://open.spotify.com/episode/deal-record-04), [Apple Podcasts](https://podcasts.apple.com/podcast/the-deal-record/id0000000000?i=04), [YouTube](https://www.youtube.com/watch?v=dealrecord04)

## Chapters

- 00:00 Opened is not influenced
- 08:15 Building the influence model
- 19:50 What marketing stopped making

Marcus Webb on separating the content a buyer opened from the content that changed their mind, and why the two lists rarely match.

### In this episode

00:00 — Opened is not influenced.

08:15 — Building the influence model.

19:50 — What marketing stopped making.

Recorded for season 1 of The Deal Record. Episodes run about 30 minutes and are released every other Tuesday.