Pipeline Visionaries (Caspian Studios)
Explore every episode of Pipeline Visionaries
| Pub. Date | Title | Duration | |
|---|---|---|---|
| 12 Jul 2022 | Organic Marketing for Long Lasting Results with Micheline Nijmeh, CMO at JFrog | 00:32:40 | |
This episode features an interview with Micheline Nijmeh, CMO at JFrog. JFrog is redefining the way developers are building, securing, managing, and distributing software updates. Micheline brings over 20 years of technology marketing experience - leading and implementing successful global marketing strategies at high-growth software companies. On this episode Micheline shares her insights into why organic marketing pulls in better quality leads, the importance of educating your customer, and why your website is the face your company. --- There's an old saying, the content is king and there's a reason for it. Organic search is all about content, same with paid search, but organic much more so, and the nurture you’re building to get them to engage with you. - Micheline Nijmeh, CMO, JFrog --- Episode Timestamps: *(03:01) - Micheline’s role at JFrog *(03:24) - Segment: Trust Tree *(10:16) - Segment: The Playbook *(10:43) - Balancing organic over paid *(15:03) - Why organic draws in better quality leads *(25:23) - Why your website is the face of your company *(28:16) - Segment: The Dust Up *(30:15) - Segment: Quick Hits --- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 26 Mar 2024 | The Customer Journey Isn’t a Funnel - It’s a Spiral | 00:41:43 | |
This episode features an interview with Sun Lee, CMO at BigPanda, a software company that enables organizations to organize and mobilize the world’s DevOps and ITOps data. In this episode, Sun shares why she no longer thinks about the customer journey as a traditional funnel, why it's important to "go big or go home on events", and the importance of face-to face human interaction. Key Takeaways:
Quote: “One thing that I always tell people is the traditional funnel is dead. When you interview with a startup CEO, they will tell you, we have a pipeline problem, we have a sales funnel problem, or we have a product marketing problem. They have a lot of problems, they're trying to classify that into a certain org or function. And the one thing that I say is, it's actually all of the above. Because how people buy these days, it's not like you become a stage one prospect, you become two or three, four, and then you're down to, and then one activity will move you through the funnel. Like the concept actually doesn't exist. So if you look at the customer journey that we have from a BigPanda perspective, it's like a giant spiral.” Episode Timestamps:
Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 13 Jul 2021 | Globalizing & Localizing Your Brand with Alibaba’s Head of North America B2B Brand and Marketing, Erica Chan | 00:42:05 | |
This episode features an interview with Erica Chan. Erica leads Alibaba’s Brand and Customer Insights Team in North America, where she works with over 20,000 sellers and 26 million buyers worldwide. On this episode, Erica talks about the challenges and misconceptions a Chinese company faces when breaking into the North American market. She also shares her insights on building customer trust, trade-show and content strategy, and much more. Key Takeaways
Quotes “At the end of the day, B2B is a very human business. What we’ve found is that having an on-the-ground customer success team to pick up the phone or meet face-to-face with our customers to help them through this digital journey has been tremendous. For us, this is a gold mine for customer insights.” “We rely a lot on our ecosystem of partners to help us with content ideas and also content creation...we love creating the content with our customers. We feel very strongly that our customer's success is our success. We're only successful if our customers are successful and we love featuring customer success stories.” “We actually have a competition within our office...We want to encourage folks to talk and get in front of as many customers as possible. It's like a competition amongst teams... like a fun way for us to incentivize getting front and center and really listening to our customers.” Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links Alibaba's B2B Today Daily Series | |||
| 23 Apr 2024 | Bringing Value at Every Stage of the Customer’s Journey | 00:31:40 | |
This episode features an interview with Narine Galstian, CMO at SADA, an IT Services and Consulting company that helps customers move to the cloud and then innovate and explore what is possible on the cloud. In this episode, Narine discusses fostering ongoing conversations with customers and focusing on getting customers for life. She also dives into the importance of providing value at each stage of the customer journey and meeting customers where they are. Key Takeaways:
Quote: “ I think you have to kind of go where the customer is. While travel budgets are being cut everywhere right now, right? Everybody's very budget-conscious. You have to be mindful of everyone's time and make sure that you're bringing value to them. When we go on these roadshows, we're really investing time into putting these together and making sure that when the customer is coming to sit with us for 2, 3, 4 hours, that we're bringing value to them at every stage. And they appreciate that. They appreciate the fact that we're coming to them and they're not having to take time out of their schedule to fly across the country to sit in sessions that may not be relevant for them because they're too general at some of the big conferences, right?” Episode Timestamps: *(03:38) The Trust Tree: Ensure the marketing strategy is in sync with sales *(10:24) The Playbook: Investing in events and digital tools *(25:23) The Dust-Up: Being accountable and taking ownership of failures *(26:48) Quick Hits: Narine’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 26 Jul 2022 | Why Brand is your Organizational Glue with Palmer Houchins, VP of Brand Marketing & Communications at G2 | 00:35:55 | |
This episode features an interview with Palmer Houchins VP of Brand Marketing and Communications at G2, the largest and most trusted software marketplace, helping 60 million people every year make smarter software decisions based on authentic peer reviews. Palmer previously served as a senior marketing leader, and G2 customer at Mailchimp. He was also the VP of Marketing at CallRail, where he lead demand generation, brand, communications, content, and customer marketing teams. On this episode Palmer shares his insights into why your brand is your organizational glue, the consumerization of B2B marketing, and how transparency gains consumer trust. --- “We’re going to go to market with both a seller and buyer campaign, and this is where the brand becomes sort of a glue, we make sure that the way that we’re presenting ourselves is cohesive.” --- Episode Timestamps: *(03:13 - Palmer’s role at G2 *(03:58) - Segment: Trust Tree *(14:49) - The consumerization of B2B marketing *(26:01) - Segment: The Playbook *(25:50) - How transparency gains consumer trust *(28:38) - Why brand is your organizational glue *(30:36) - The Dust Up *(32:09) - Segment: Quick Hits --- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links | |||
| 15 Nov 2022 | Building Opportunity with Partner Marketing with Genelle Kunst, VP of Global Marketing at Bloomreach | 00:35:55 | |
This episode features an interview with Genelle Kunst, VP of Global Marketing at Bloomreach. Bloomreach is the world’s #1 Commerce Experience Cloud, that combines the power of unified customer and product data, with the speed and scale of AI-optimization. On this episode Genelle share her insights into building opportunity with partner marketing, optimizing your website to personalize the customer journey, and creating a brand community. --- “If you truly wan to drive value out of your partner ecosystem, you’ve gotta have some sort of like better together story or some sort of value prop for them to be working with.” - Genelle Kunst, VP of Global Marketing, Bloomreach --- Episode Timestamps: *(02:32) - Genelle’s role at MarginEdge *(03:04) - Segment: Trust Tree *(08:59) - Segment: The Playbook *(10:38) - Building opportunity with partner marketing *(22:46) - Creating a brand community *(26:14) - Optimizing your website to personalize the customer journey *(27:35) - Segment: The Dust Up *(33:49) - Segment: Quick Hits --- Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 06 Jun 2023 | Utilizing Data Insights for Product Marketing Success | 00:32:54 | |
Priya Gill, VP of Product Marketing, shares how Momentive.ai utilizes data-driven insights to captivate its target audience amidst a sea of competitors. Plus, Priya dives deep into her relationship-building strategies with cross-functional teams in order to ensure ongoing success for product marketing. Key Takeaways:
Quote: “If you are not in tune with what's happening in the market, why your target buyers care, what they care about, and what their pain points are—then you have no idea how to effectively speak to them in such a way that resonates. That’s what really helps you differentiate yourselves in a crowded market.” Episode Timestamps: * (03:53) - The Trust Tree: Momentive’s utilization of data-driven insights * (16:15) - The Playbook: Priya’s insights into cross-functional team building * (26:28) - The Dust-Up: Finding Alignment between Management and Marketing * (29:06) - Quick Hits Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links
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| 31 Aug 2021 | How to Borrow Ideas Like a Marketer with Morgan Norman, CMO of Dialpad | 00:48:49 | |
Key Takeaways
Quote “As a marketer, we're always borrowing, cheating, stealing from everyone out there in the market. And I think that's good and bad. You can use the pattern from someone else, but the bad part is you're also not always coming up with your own unique ideas. And if you're a marketer, you're a pretty bad-ass creative person. In general, that's why you're here. That's why the world puts you there.” Episode Timestamps: *(4:15) - The Trust Tree - Morgan’s demand gen strategy *(6:20) - How marketing and demand fit into sales *(8:06) - The Playbook - Morgan’s Uncuttable Budget Items *(9:40) - Paid Google spend *(12:50) - Why great marketers are always borrowing *(15:50) - Planting the seed in consumers' minds *(18:10) - What Morgan’s investing in from a creative standpoint *(23:48) - Taking cues from B2C to implement to B2B *(28:17) - How to think about personalization *(34:00) - The Dust Up *(37:05) - Morgan’s favorite campaign *(38:40) - The challenge of marketing A.I. *(43:25) - How to view your website *(44: 25) - Quick Hits Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links | |||
| 03 May 2022 | Stop Selling and Start Educating with Jamie Gier, CMO of Ceros | 00:31:54 | |
This episode features an interview with Jamie Gier, CMO of Ceros, a cloud-based platform encompassing a collaborative, real-time digital canvas, upon which designers create animated, interactive content without the need for a developer. Jamie has worked with leading tech companies from healthcare to education to grow and scale by creating impactful brands, designing revenue-gathering go-to-market strategies, and leading high-performance teams. On this episode Jamie shares her insights into the power of educating your buyers, how to create valuable connections with inspiration, and why it’s important to put customers at the core of your business. --- “You break through the noise by offering a value exchange with your customers. You need to be relevant in what you’re providing them. And I think sometimes where we go wrong with content is we sell our product, we don’t educate our buyers, and oftentimes we’re looking to be educated on best practices.” - Jamie Gier, CMO of Ceros --- Episode Timestamps: *(03:28) - Jamie’s role at Ceros *(04:55) - Segment: Trust Tree *(09:27) - Segment: The Playbook *(12:46) - Offering a value exchange with your customers *(17:37) - The first rule of marketing *(19:39) - Inspiring customers with your website *(21:23) - Segment: The Dust Up *(25:56) - Segment: Quick Hits --- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links | |||
| 16 Aug 2022 | Aligning Brand Awareness and Demand Generation with Mario Paganini, VP of Marketing at Stord | 00:41:04 | |
This episode features an interview with Mario Paganini, VP of Marketing at Stord. Stord is pioneering cloud supply chain, a new category of logistics solutions, by combining both the digital and physical pieces that growing brands need for best in class supply chain operations in a plug and play, utility-like solution. Mario is a 3-time head of marketing, leading 2 startups to unicorn status and 1 through exit, before the age of 30. On this episode Mario shares his insights into aligning brand awareness and demand generation, creating and converting demand, and qualitative versus quantitative marketing. --- “The one piece of advice that I give to every single person on my team and every single person that I ever talk to about marketing is so unbelievably simple, whatever you do whenever you put something out there in the ether, whether it's an ad, a blog, a video, LinkedIn post, an Instagram post, a TikTok, ask yourself, what about this is going to blow someone away. What about the thing that I'm publishing is genuinely going to excite people lost in the shuffle? ” - Mario Paganini, Stord --- Episode Timestamps: *(03:18) - Segment: Trust Tree *(04:14) - Mario’s role at Stord *(12:31) - Creating and converting demand *(16:45) - How to excite your customers *(18:39) - Creating Stord's innovative website *(24:31) - Segment: The Playbook *(28:17) - Why talent is essential for success *(35:51) - Segment: Quick Hits --- Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 16 Jul 2024 | Stop Using Someone Else’s Playbook | 00:46:39 | |
This episode features an interview with Tom Wentworth, CMO at Recorded Future, the world’s largest threat intelligence company, working with over 1,600 businesses and government organizations across more than 74 countries. In this episode, Tom talks about building Recorded Future News, a separate P&L that has become one of the largest cyber intelligence news sites, and a trusted media entity that breaks important news in the cybersecurity/intelligence world. Key Takeaways:
Quote: “If you think about brand building, what most people do in cyber security, when they get to be Recorded Future size, we're about over 300 million in ARR, which makes us a pretty good sized company. What most companies our size do, is they go buy an F1 sponsorship, or they go put their logo on some sports team's jersey. And that's cool. That's a cool way to get in front of people, but I don't think it builds trust. Like, why would I trust this vendor just because their logo is on a jersey or their logo is on a car? That just tells me they’ve got a lot of money to spend. So we said, instead of going to do that, the way that we're going to build awareness for Recorded Future and build a relationship with our audience is through news and then through a podcast, which I'll talk about a little bit too. So that's our brand awareness investment. We feel very confident that people who fall in love with our news are also going to like our product. I don't have to prove it, in the sense that I don't have to have this super complicated attribution scheme. We just ask our clients and our prospects, ‘Hey, do you like Recorded Future News?’ And they love it. That's just about enough for us.” Episode Timestamps: *(25:34) The Playbook: Building Recorded Future News *(43:45) Quick Hits: Tom’s quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links: | |||
| 30 Jan 2024 | Investing in Community and Relationships | 00:38:06 | |
This episode features an interview with Celia Fleischaker, CMO at isolved, a trusted HCM leader that provides software and services to meet the needs of HR professionals. Through their partner network, they reach more than 5 million employees and 145,000 employers across all 50 states. In this episode, Celia shares with us how they are investing in and amplifying their engaged community as well as how their focus on relationships and primary research supports their marketing efforts. Key Takeaways:
Quote: I think there's such a cool convergence between customer experience and marketing. And I think they are just continuing to get closer and closer. At Verint, where I was before, I worked in the CX space and we saw it there a lot, a lot of our customers realizing the power of taking customer experience, customer service information, blending that from a marketing perspective. And the amount of data that you get that really points to what you need to be doing for your customers, where they are at a relationship point with you. And that's what I think with the CXO role, the customer experience role here, taking that, looking at that from customer service perspective, from a marketing perspective and pulling things together to look holistically at what is it that we can do both internally and externally to drive a better experience and how is that going to benefit, yes, our customers and the satisfaction that they have, but from a marketing perspective, there's so much opportunity to better understand what your customers are going through and it just puts you in this better position.
Episode Timestamps: *(04:36) - The Trust Tree: Creating demand within community *(08:15) - The Playbook: Investing in primary research *(33:49) - Quick Hits: Celia’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links: | |||
| 11 Jul 2023 | Leveraging Connections and Emotion for Marketing Campaign Success | 00:33:37 | |
In this episode, Thomas Gröhl, VP of Marketing at DocuWare, shares the three methods DocuWare focuses on for marketing campaigns, why engagement is key to everything they do, and how DocuWare is leveraging a more emotional approach to connect with their customers. He also provides insights into how marketing can have a better relationship with sales, the importance of keeping buyers in mind when creating campaigns, and how to be a trusted advisor. Key Takeaways
Quote(s): “I would like demand gen marketers out there to have their buyers more in mind when they create their campaigns, their content, the messaging. Think about how relevant is it for my audience? What's the value proposition? There are no shortcuts that last long, and your customers will value that in the long run.” Episode Timestamps: *(03:24) - The Trust Tree: How DocuWare uses the channel for 80% of their business *(06:40) - The Playbook: Thomas’s uncuttable budget items *(29:44) - The Dust Up: How Thomas utilizes facts and numbers to bust through company tension *(30:33) - Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 03 Dec 2024 | Get More Mileage from Your Tech Stack | 00:47:06 | |
This episode features an interview with Millie Hogue, VP of Marketing at Hakkōda, a modern data consultancy that helps companies harness cloud platforms and AI capabilities. In this episode, Millie discusses the power of co-marketing with major partners like Snowflake, personalized one-to-one advertising strategies and optimizing tech stacks to maximize ROI. Key Takeaways:
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Episode Timestamps: *(02:53) The Trust Tree: The power of comarketing *(21:39) The Playbook: Deanonimizing website traffic, intent data and personalized marketing *(41:38) The Dust Up: Marketing and sales should not be fighting over attribution *(43:40) Quick Hits: Millie’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:
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| 03 Oct 2023 | Reduce Revenue Leak with Purpose-Driven Marketing | 00:48:24 | |
This episode features an interview with Kyle Coleman, CMO at Clari & Devin Reed, Head of Content at Clari. Clari’s Revenue Platform improves efficiency, predictability, and growth across the entire revenue process. In this episode, Kyle and Devin give us the inside scoop on how to reduce revenue leak with purpose-driven Marketing, share their thoughts on operational thought leadership, and how revenue is not just an event it’s an outcome. Key Takeaways:
Quote(s): Kyle:
Devin:
Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 31 May 2022 | Part 7: Top Marketing Leaders Share Their Most Uncuttable Demand Gen Budget Items | 00:31:24 | |
Every week on Demand Gen Visionaries we sit down with marketing leaders from some of the world’s largest and fastest-growing companies to uncover the demand gen strategies that have been fundamental to their skyrocketing success. In each episode, we ask our marketing-leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this special mini-series to hear the budget items our CMO guests can’t live without! Find parts one, two, three, four, five & six --- Part seven of this special mini-series features 9 CMOs and marketing leaders from some of the world's fastest-growing companies, including: *(03:51) Suzanne Konkle - CMO, Deloitte *(05:14) Randy Frisch - Chief Evangelist Content Experience, Uberflip *(10:50) Daniel Incandela - CMO, Reachdesk *(14:18) Maura McCormick Rivera - CMO, Qualified *(18:02) Meagen Eisenberg - CMO, TripActions *(21:36) Jamie Gier - CMO, Ceros *(24:16) Daniel Rodriguez - CMO, Simplr *(26:24) Anna Kostroun - CMO, NewRocket *(29:31) Micha Hershman - VP of Marketing, Envoy --- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links Follow Ian on Twitter | |||
| 20 Aug 2024 | If You Build It, They Will Not Come | 00:54:36 | |
This episode features an interview with Michael Freeman, VP of Marketing, Airbase, a procure-to-pay solution that simplifies purchasing. In this episode, Michael discusses smart SEO strategy and the importance of investing in the distribution of your content. He also talks about how, while marketers are incentivized to demonstrate that they are generating pipeline, they still have to pursue the high ROI tactics that are difficult to measure and predict. Key Takeaways:
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Episode Timestamps:
Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 06 Feb 2024 | Be the Easiest Company to Buy From | 00:43:03 | |
This episode features an interview with William Tyree, CMO at IntelligenceBank, a platform that helps marketing teams get brand and legal approved content out the door faster. In this episode, William discusses his focus on being the easiest company to buy from, the importance of empathizing with buyers, and how customer buying behavior has changed over time. Key Takeaways:
Quote: “My goal is to make IntelligenceBank the easiest company in our space to actually buy from. Buyers have a hard job. It's really hard to lasso all those different people on your buying committee and get them to agree on you as a vendor. So, to be the easiest, we have to assume that buyers are going to conduct at least three quarters of their research before they even talk to a seller.” Episode Timestamps: *(16:15) - The Playbook: Becoming easy to buy from Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 18 Oct 2022 | Maintaining Human Connections in a Digital-First World with Dillon Nugent, CMO at Khoros | 00:32:57 | |
This episode features an interview with Dillon Nugent, CMO at Khoros. Khoros connects every facet of customer engagement, including digital contact centers, messaging, chat, online brand communities, CX analytics, and social media management. Dillion is innovating the tech industry with both programmatic and account-based strategies. On this episode Dillon shares her insights into maintaining human connections in a digital-first world, the importance of speaking your customers language, and diversifying your portfolio to reduce market risks. --- “We've gotten used to the ability to find human connection through digital, it has enabled how we're living and how were purchasing, how we're interacting with brands and also in our personal lives with each other.” - Dillon Nugent, CMO, Khoros --- Episode Timestamps: *(02:49) - Dillon’s role at Khoros *(03:31) - Segment: Trust Tree *(09:16) - Maintaining human connections in a digital-first world *(10:35) - Segment: The Playbook *(14:38) - Diversifying your portfolio to reduce market risks *(19:39) - The importance of speaking your customers language *(26:32) - Segment: The Dust Up *(29:12) - Segment: Quick Hits --- Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 14 Jun 2022 | How Emotions Drive Purchasing Decisions with Chris Lynch, CMO of Mindtickle | 00:39:52 | |
This episode features an interview with Chris Lynch, CMO of Mindtickle, the market-leading sales readiness platform, helping revenue leaders at world-class companies. Chris has a proven track record leading and growing both direct-to-consumer and B2B marketing organizations. On this episode, Chris shares his insights into how emotions drive purchasing decisions, why customers respond well to strong storytelling, and why it's important to understand the consumer from a data standpoint. --- “People respond well to strong storytelling, no matter if you’re in a consumer context or you’re in a B2B context because even in B2B, there are people making decisions.” - Chris Lynch, CMO of Mindtickle --- Episode Timestamps: *(02:49) - Chris’s role at Mindtickle *(07:11) - Why emotions drive purchasing decisions *(08:13) - Segment: Trust Tree *(14:03) - Segment: The Playbook *(25:42) - Figuring out your brand story *(31:36) - Rebranding your website *(37:15) - Segment: The Dust Up *(38:45) - Segment: Quick Hits --- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 30 Mar 2021 | Journey to CMO: What I Learned From the World's Greatest SaaS Companies with Naman Khan, CMO of Zeplin | 00:47:56 | |
This episode features an interview with Naman Khan, CMO of Zeplin. Naman is an accomplished marketing leader with experience across B2B and B2C marketing and sales at some of the largest companies in the world. Before joining Zeplin, he served as VP of Marketing at Dropbox, VP of Product Marketing at Salesforce, and held marketing leadership roles at Microsoft and Autodesk. On this episode, Naman discusses his journey from some of the world’s most recognizable brands to being a first-time CMO and standing up a new marketing organization. He also shares how he learned to harden messaging frameworks from Marc Benioff and more of the fascinating insights and most successful campaigns from his time at Salesforce and Dropbox. Key Takeaways
Quotes “I've been through messaging frameworks many times over my many years. There's only a handful of messaging that I've seen done well…When people like Marc Benioff review a messaging framework, they know what good looks like, so you learn how to harden messaging frameworks. You learn how to create really simple content that optimizes for simplicity instead of completeness or accuracy…What you really want to do is think about your user…You'll be lucky if they remember two or three things, so optimize for two or three things. This sounds so simple, but unless you've done it the hard way, it's very easy to keep making those mistakes.” “We all want that very simple, elegant, pithy ‘A thousand songs in your pocket’ that kind of says it all. I don't think it's always going to happen, but that's the goal–to get to where you curate a message that people totally get…but that comes from curating and prioritizing. You really have to invest in it. Otherwise, you just end up with kind of flat, generic sounding messaging that you can just take your logo off and put a competitor's logo on.” “When people think of tactics, they may not always think of website. But because we're a hybrid self-service and sales-assist model, our website is super, super critical. So making sure that the website is optimized for top of funnel, middle, and purchase is important. And again, that doesn't just happen. You have to be very thoughtful about when you update your website with different features, when you want to run a promo, when you want to spin up a landing page, and how that will affect the overall kind of revenue footprint for your company.” “Growth experiments and our MarTech stack–I put those together because you just can't have one without the other. For us to drive revenue and drive demand, it's all about running experiments through the high volume of visitors and the high volume of freemium traffic that we get.” “Succeeding is great, but learning is way better. The reason is marketing isn't just rinse and repeat. You can't have done growth optimization at one company, come do the exact same thing at another company, and think that anything will ever look the same. There are just too many variables.” “You can glean a lot of insight if you invest in data science. You can actually build a pretty complete picture of what the user is doing. You see that in other industries like social media–they know what I'm going to have for lunch right now, it's kind of bananas. So if you invest in really learning about your customer–quant, qual, take a look at how they use your app, and you iterate on it and become really good at it, it makes for much more sophisticated, targeted, high-ROI marketing.” Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links | |||
| 11 Jun 2024 | The Buyer’s Journey is the New Brand | 00:41:24 | |
This episode features an interview with Kelly Hopping, CMO at Demandbase, a go-to-market company for B2B brands. They help marketing and sales teams overcome the disruptive data and technology fragmentation that inhibits insight and forces them to spam prospects. In this episode, Kelly talks about her strategy to make sales love the marketing team and to collaborate with sales on their ABM strategy. She also discusses the ROI on retaining a customer, versus getting a new customer, and how the brand is really the full customer journey. Key Takeaways:
Quote: “ I have a general belief, I tell my team, my number one goal is to make sales love us. And that doesn't mean that we do all bottom of the funnel, like pipe create, but it means we're going to give them a brand that they're proud to represent. We're going to give them great air cover at events and through social. We're going to give them high-quality pipeline that has good intent. We're going to focus, so we're not going to try to boil the ocean. We're going to be laser-focused on an ICP and we're going to work together on conquering them. We're going to give them content that's usable versus like a thousand pieces and they have to sort through it. We're going to give them five pieces and a really clean bill of materials that they need to close the deal. And we're just gonna be really, really, really focused on those things. So, to me, that's ultimately the strategy is if sales is successful, then we've done our job right.” Episode Timestamps: *(23:26) The Playbook: Your brand is the full customer journey *(34:41) The Dust Up: Tensions with sales and ensuring you send them good opportunities *(37:33) Quick Hits: Kelly’s Quick hits Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 09 Jan 2024 | Creating Demand Starts with a Story | 00:36:41 | |
This episode features an interview with Ben Slater, SVP of Marketing at Beamery, a Talent Lifecycle Management platform that empowers companies to understand the skills and capabilities they have, build more agile workforce plans, and attract, retain, upskill, and redeploy their workforce. In this episode, Ben encourages companies to think about the future of their workforce, shares why internal marketing efforts are often overlooked but shouldn’t be, and why leadership should have their hands in choosing talent. Ben also talks about how creating demand starts with a story and how they go about just that at Beamery. Key Takeaways:
Quote: “ For us, if we think about the demand process, what we are really focused on is not just demand capture, but also demand creation. I'm a huge believer that creating demand, it all starts with the story. So it's a story that's not just about your product, but about a fundamental shift in the market. Something that is either creating your category or accelerating it. Something that's fundamentally impacting your buyer and the way they go about their role on a day-to-day basis. What's the big story that we think is most relevant to our audience and that's in line with our point of view on the market? How do we ensure that there's internal alignment around that story? Because I think if you get the storytelling right and if you're able to tie the different channels and programs together in a way that is consistent, clear, not just for the external audience, but also for internal teams, it can really be a force multiplier for demand.” Episode Timestamps: *(03:28) - The Trust Tree: Addressing talent gaps accelerates transformation *(17:24) - The Playbook: Investing in community *(33:52) - Quick Hits: Ben’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 22 Feb 2022 | The Ultimate Playbook to SEO with Eugene Levin, Chief Strategy and Corporate Development Officer at Semrush | 00:36:53 | |
This episode features Eugene Levin, the Chief Strategy and Corporate Development Officer at Semrush, an online visibility management and content marketing SaaS platform. Previously, Eugene was the Investment Director and a partner at Target Global, and before that - co-founded one of Europe’s leading game development and outsourcing studios. In this episode, Eugene discusses tailoring your marketing approach for small business owners, his GTM strategy (and why it doesn’t involve looking at channels), and shares valuable SEO best practices to help your content get more clicks. --- “Sometimes [ranking higher] requires you to go deeper. Sometimes it means you have to use more authoritative sources and work with materials that may be not as easy to analyze as a blog post. And then once you publish content, it's important to work on the distribution.” --- Episode Timestamps: *(0:30) - Eugene’s role at Semrush *(5:00) - Segment: Trust Tree *(7:51) - Tailoring your marketing approach for small businesses *(8:50) - Semrush’s overall marketing strategy *(10:00) - Semrush’s GTM Strategy *(10:38) - Segment: The Playbook *(12:56) - Best practices for writing articles and blog posts *(20:32) - Avoiding over-optimization *(21:56) - Uncuttable budget items *(26:29) - Investing in content creation for your website *(30:58) - Segment: The Dust-Up *(33:04) - Segment: Quick Hits --- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 25 Jul 2023 | Systematically Approaching Your Win-Loss Strategy | 00:38:28 | |
In this episode, Spencer Dent, Founder of Clozd, provides insights for running effective win-loss programs that help companies see the bigger picture when it comes to product marketing and roadmapping. Spencer also shares Clozd’s three tiered approach to the buyer’s journey, the importance of getting feedback directly from clients, good or brutal, and how to make sure companies are visible to the right people at the right time. Key Takeaways:
Quote(s): “ I think what you've seen in the last 10 years in terms of the evolution of rev ops, going from being like there's a marketing ops team and a sales ops team and whatever, and a customer success ops team, to a lot of companies are moving to a unified, there's one team that runs the whole customer journey that's responsible for reporting on the whole thing. Making sure all the systems and everything are tied together. We see that right across our clients. And the cool part about win loss is it's the companies that do well with win-loss and actually get the most value out of it, it has very little to do with who owns it, whether it's sales or marketing. It has everything to do with, do they have a culture that can accept feedback?” Episode Timestamps: *(04:17) - The Trust Tree: Why pulling buyer data is key to understanding why a deal happened or not *(24:17) - The Playbook: Clozd’s tactical approach to win-loss *(34:25) - Quick Hits: Spencer’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 13 Sep 2022 | Strategic Story Arcs That Shape B2B Narratives with Allyson Havener, VP of Marketing at TrustRadius | 00:30:08 | |
This episode features an interview with Allyson Havener VP of Marketing at TrustRadius. TrustRadius is the most trusted review site for business technology, serving both buyers and vendors. Allyson leads the marketing strategy across all functions including demand gen, PR, product, and partner marketing. On this episode Allyson shares her insights into strategic story arcs that shape B2B narratives, ways to use data to analyze your market, and the benefits of an integrated marketing approach. --- “When you think about content and what you’re going to say, you have to have strong messaging. Think about what you’re trying to say and the point that you want to drive home with your audience.” - Allyson Havener, VP of Marketing, TrustRadius --- Episode Timestamps: *(02:37) - Allyson’s role at TrustRadius *(03:53) - Segment: Trust Tree *(10:48) - Benefits of an integrated marketing approach *(12:11) - Segment: The Playbook *(16:55) - Shaping strategic story arcs *(18:03) - Using data to analyze your market *(25:56) - Segment: The Dust Up *(27:13) - Segment: Quick Hits --- Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 11 Feb 2025 | Don’t Waste Time on Buyers Who Aren’t Ready to Engage | 00:30:44 | |
This episode features an interview with Drew Chapin, CMO at Certinia, a platform that connects all aspects of services operations, from services estimation and delivery to customer success management and financial planning and accounting. In this episode, Drew discusses monitoring buying signals and generating the right traffic to your website. He also dives into inheriting a rebrand and some of the nuances of marketing in a private equity owned company. Key Takeaways:
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Episode Timestamps: *(02:51) The Trust Tree: Stretching the dollar in a PE-owned company *(06:28) The Playbook: Generating quality traffic to the website *(24:28) The Dust Up: Proving ROI to the board *(26:59) Quick Hits: Drew’s quit 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:
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| 28 Nov 2023 | Unlocking Greater Marketing Potential: Operationalizing Your ICP | 00:44:16 | |
This episode features an interview with Justin Anovick, Former CPO/CMO at Syndigo. In this episode, Justin gives us a masterclass in operationalizing ICPs (Ideal Customer Profiles) by providing us with tangible strategies for defining ICPs, tips for how to approach fringe use cases, and the reason why it’s so important to have alignment with the executive level. Key Takeaways:
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Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links: | |||
| 15 Jun 2021 | From Employee 11 to $600M in Revenue with Alex Rosemblat, CMO of Datadog | 00:46:50 | |
Key Takeaways
Quotes “To make an event that drives pipeline, I think the most important thing is to define your audience as narrowly as possible. If you were to say ‘this is going to be an event tailored for X kind of person,’ that's probably not enough. It's got to be X kind of person that works on Y kind of systems that is really concerned about Z kind of things. You really need to get as tailored as you can.” “Getting a great demand gen person that knows Google ad words like the back of their hand should be an early hire for any marketing team that’s doing B2B marketing.” “Something that we’ve done really well at Datadog: once we find a formula that works—even if it’s at a very small scale—then the challenge on us as a marketing team is to figure out how to keep repeating it or doing it in a bigger way until we hit a ceiling where you can’t do any more of it.” “I think if you were to take a look under the covers, we really do marketing by a thousand cuts. We have a lot of campaigns that do really small numbers, but they’re good numbers or the quality on them is good. So we keep on layering more small campaigns...and that’s how we end up delivering a very good set of leads for our sales team.” “The worst thing you can do is keep on trying to push something that's just not working up the hill and expending effort on it. Because there might be a lot of other campaigns that actually will work. And the effort that you're putting on this thing that you can't ever seem to get to work might be better spent in other places.” Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
Links www.caspianstudios.com | |||
| 05 Mar 2024 | Brand as a Competitive Advantage | 00:35:05 | |
This episode features an interview with Mark Viden, SVP of Brand at CommonSpirit Health, a non-profit that operates 140 hospitals and more than 2,200 care centers serving sites across 24 states. In this episode, Mark discusses building an emotional connection with the consumer, using your brand promise as an operating principle and his focus on sharing the amazing stories in the healthcare industry. Key Takeaways:
Quote: Episode Timestamps: *(04:19) The Trust Tree: Building an emotional connection with the consumer *(16:12) The Playbook: Creating value alignment *(30:44) Quick Hits: Mark’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links: | |||
| 16 Nov 2021 | Part 5: Top CMOs Share Their Most Uncuttable Demand Gen Budget Items | 00:27:17 | |
Find parts one, two, three & four ------ Episode Timestamps: Part five of this special mini-series features 12 CMOs and marketing leaders from some of the world's fastest-growing companies, including: *(4:00) - Amanda Malko, CMO, G2 *(7:40) - Raj Khera, Head of Growth, SalesIntel.io *(9:05) - Katrina Wong, VP Product Marketing and Demand Gen, Segment *(11:11) - Morgan Norman, CMO, Dialpad *(12:30) - Kady Srinivasan, SVP Global Head of Marketing, Klaviyo *(13:55) - Joy Corso, CMO, Vonage *(15:05) - Justin Shriber, CMO, People.ai *(18:40) - Susan Beermann, CMO, NAVEX Global *(20:21) - Keith Messick, SVP Marketing, LaunchDarkly *(22:20) - Kyle Lacy, VP Marketing, Seismic *(23:45) - William Tyree, CMO, Revenue.io *(25:30) - Jon Miller, CMO, Demandbase
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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| 14 Feb 2023 | Digital Demand Gen Success in a Sales-Driven Organization | 00:35:51 | |
In this episode, find out how an organization fundamentally driven by enterprise sales, rather than product growth, is achieving sustained digital demand gen success. Michelle Huff, CMO of UserTesting, explains how she organizes her sales development and business development teams, how they capture data on their website, and much more so that you can land more qualified leads in your pipeline. Key Takeaways
Quote “The website we call a digital-first demand center because I wanted to make sure that everything is being brought together—our demand gen function along with content, SEO, and our digital web experience teams.” - Michelle Huff, CMO, UserTesting Episode Timestamps * (01:31) - Meet Michelle Huff, CMO at UserTesting Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links
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| 01 Aug 2023 | Unleashing the Power of a Video First Marketing Strategy | 00:45:51 | |
In this episode, Theo shares Brightcove’s holistic go to market strategy, how and why to create a Netflix style experience, and the importance of collecting and harnessing the power of first-party data when it comes to video content. Theo also talks about how thinking and acting like a media company is the way forward for all marketers. Key Takeaways:
Quote: "It's ubiquitous. Now research shows that 90%, 97% in fact of recent video viewers would be more receptive to sales communications from a business after consuming their video content, so it's incredibly important that enterprises get on board with video as well.” Episode Timestamps: *(4:20) - The Trust Tree: Brightcove’s focus on “streaming” content strategies *(25:09) - The Playbook: Marketing to customers as customers and not simply as prospects *(38:53) - The Dust Up: Overcoming tension between marketing and sales *(42:56) - Quick Hits: Theo’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 28 Jan 2025 | Lightning Strikes - Pulling Yourself Above the “Visible Line” with a Small Budget | 00:54:45 | |
This episode features an interview with Melton Littlepage, the CMO at 1Password, a password manager trusted by businesses and consumers alike. In this episode, Melton shares his thoughts on building big bets into your budget and how the lightning strike strategy can increase awareness, even on a limited budget. He also talks about how he’s structured his team to create harmony with sales and the importance of focusing on expansion marketing. Key Takeaways:
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Episode Timestamps: *(06:52) The Trust Tree: Leveraging solution marketing as you move to enterprise selling *(23:05) The Playbook: Lightning strikes and increasing awareness *47:00) The Dust Up: Navigating CEO-decisions *(49:00) Quick Hits: Melton’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:
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| 09 Dec 2020 | Google Cloud & Google Workspace: Building a Demand Gen Powerhouse for a $13B Division with 6M+ Customers with Sarah Kennedy, VP of Global Demand and Growth at Google Cloud | 00:47:02 | |
This episode features an interview with Sarah Kennedy, Vice President of Global Growth and Demand at Google Cloud. Prior to Google, Sarah led multiple marketing transformations as CMO of Marketo and as CMO for the enterprise software divisions at Adobe and Sabre. On this episode, Sarah discusses the marketing efficiencies and ROI drivers she’s anchored her career around, how to navigate the macro mindset shift that every marketing team goes through, and why being a career catalyst for your customers is the most rewarding impact a B2B marketer can have. Key Takeaways
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Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 31 Jan 2023 | How CMOs Can Leverage Analyst Relations To Drive Growth | 00:45:03 | |
We’re diving into the topic of Analyst Relations and why it's a critical aspect of modern marketing. In this episode, Joely Urton, Senior Director of Analyst Relations at Splunk & Lauren Vaccarello, CMO at Salesloft, pull from their own experience to describe how the AR and CMO relationship can impact your company's reputation and how you can leverage it to your advantage. Whether you're new to the field or a marketing veteran, Joely and Lauren will help you better understand the role of analyst relations in marketing. Key Takeaways
Quotes: “Analyst relations allow you to differentiate your portfolio. How do you value that for your end user, customers, and clients? Through analysts – their whole job is to write about technology and evolution of technology, and why it matters for the customer.” - Joely Urton “If you are a B2B marketer with a technology solution, analyst relations is one of the most important and one of the most strategic functions that you'll have.” - Lauren Vaccarello Episode Timestamps: * (01:41) - Meet AR and marketing experts, Joely & Lauren * (14:35) - How big does a category need to be to get considered by analysts? * (25:16) - How AR can help predict ROI * (33:16) - Tips for building relationships with analysts Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links
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| 14 Sep 2021 | Dreamforce Mini-series Part 2: Reimagining B2B Events in a Digital-First World with with Kraig Swensrud, Linda Dunlap, & Dan Darcy | 00:23:43 | |
“My hires this year have not come from the event world. They've all come from the broadcast production world so that we can understand how to keep curating products that are going to be engaging to our viewers. We take that concept of ‘we've come here to tell a story.’ So we have to take advantage of all the tools and best practices out there in storytelling. And that means that we're not borrowing from the events world, we're borrowing from a completely different industry.” — Linda
Episode Timestamps: *(1:47) Dreamforce’s inspiration going into a hybrid world *(10:42) Hiring from different industries is a cheat code *(20:38) Dreamforce’s secret unstoppable sauce *(21:42) What to expect for the upcoming Dreamforce
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
Links Connect with Linda on LinkedIn Connect with Kraig on LinkedIn
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| 22 Jun 2021 | Metrics: A CMO's Best & Worst Friend with Jay Lee, CMO of Avalara | 00:49:26 | |
This episode features an interview with Jay Lee, CMO at Avalara, a leading provider of tax compliance automation software valued at $13B. Jay is a two-time CMO with more than 20 years of experience developing high-performing marketing teams, and previously held leadership roles at GE, American Express, and PayPal. In this episode, Jay walks us through the ins and outs of partner marketing, growing site traffic, content strategy, and the key learnings that he and the marketing team at Avalara are reflecting on post-pandemic. Key Takeaways
Quotes “We are always trying to get a sense of what the spend is and then what the return is. In B2B, it's all about what kind of leads you are creating and all the different programs that you have and what kind of pipeline you're generating for sales.” “A recommendation from a partner, ‘hey, you should use Avalara to manage your tax compliance in our system,’ that's enormous. We do a lot of direct marketing ourselves. But it's always better to have that trusted advisor or a system that you're already using to endorse us because you know that it's going to work and that’s what really matters.” “COVID happened in March and immediately the whole events industry shut down. That was a whole channel for us. It just went dark. If you're thinking about a multichannel approach to go to market and one of the main ones to your target audience gets shut off — what are you going to do? What we did was we leaned into all the other channels. We put up a bunch of webinars and started to get ourselves into the virtual world.” “What's so great about marketing versus any other part of the company is it's where you're actually supposed to test a ton of stuff. So there really isn't any bad marketing campaign. Just as long as it doesn't cause any reputational issues or do anything that’s too strange.” “Marketing should never say this: ‘We tried that and it didn't work.’ Because the world is always different today than it was yesterday. And circumstances have changed. Testing is always a part of the budget that people should make sure that they have.”
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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| 08 Aug 2023 | Generating Pipeline Through Authentic Partner Relationships | 00:44:36 | |
This episode features an interview with Christopher Willis, CMO and self-proclaimed Chief Pipeline Officer at Acrolinx, an AI platform that uses a unique linguistic analytics engine to “read” content and provide immediate guidance to improve it, transforming how the world’s biggest brands create high-performing content. In this episode, Christopher shares about why he and his team are focused on 1 to 1 equals 3 partner relationships and what that’s meant for the business, building trust between the sales, marketing and BDR teams, and how awareness and authenticity set up organizations for greater wins with prospective buyers. Christopher also talks about the partner ecosystem and why partner relationships are critical in making Acrolinx as successful as it is today. Key Takeaways:
Quote: “The difference between then and now is the focus on the one in one equals three relationship that we're having with the businesses that we work with now. Businesses like MHP, which is a services organization owned by Porsche or Hitachi in Japan, or RWS where there's real value in the two companies working together that goes well beyond small technical and marketing relationships.” Episode Timestamps: *(14:31) - The Trust Tree: How Acrolinx is the TSA checkpoint for content inside of big business *(24:58) - The Playbook: Investing in relationships with partners matter *(41:41) - Quick Hits: Christopher’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 05 Jul 2023 | Staying on Top of Industry Dynamics Through Innovation & Efficiency | 00:51:43 | |
This episode features an interview with Stevie Case, CRO at Vanta. Vanta is the leading trust management platform that helps simplify and centralize security for organizations of all sizes. At Vanta, Stevie oversees and helps expand Vanta’s go-to-market team to support the company’s rapid growth. She brings over 15 years of sales and business experience, most recently serving as Vice President of Mid-Market Sales at Twilio, a market-leading cloud communications platform.You might also know Stevie as "KillCreek" -- the world's first female professional gamer. In this episode, Stevie shares her experience and expertise with not forcing prospects into a one size fits all experience, how Vanta stays on top of industry dynamics, as well as how and why her team is moving into an always-on approach. Key Takeaways:
Quote(s): “It is an all hands on deck effort. You gotta do it in a way that's scalable and thoughtful and evolves and it's gonna be different for everybody. You know, there are, all of the best practices in the world are great, but unless you figure out how to personalize them to your company, your brand and your target personas, it won't work.” Episode Timestamps: *(07:27) - The Trust Tree: How Vanta organizes activities around their ICPs *(34:49) - The Playbook: Stevie’s uncuttable budget items *(42:43) - The Dust Up: Vanta’s inward focus on execution and speed to drown out the noise of market competition *(47:27) - Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 10 Sep 2024 | Invest in the Full Marketing Bow Tie | 00:40:27 | |
This episode features an interview with Karen Budell, CMO, Totango + Catalyst. Totango and Catalyst recently joined forces to build a leading customer growth platform that helps businesses protect and grow revenue, providing businesses with a united platform that drives recurring revenue success and measurable growth. In this episode, Karen talks about leading a marketing team through a merge. She talks about the importance of customer success and investing in the full marketing “bowtie” to focus on retaining customers. Key Takeaways:
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Episode Timestamps: *(4:18) The Trust Tree: Outcome-based conversations with customers *(16:02) The Playbook: Updating the website post-merger *(33:24) The Dust-Up: CMOs that come from a brand focus *(39:59) Quick Hits: Karen’s quick hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links: | |||
| 04 Jun 2024 | Creating a Total Social Strategy to Hype New Products | 00:47:40 | |
This episode features an interview with Katie Berg, VP of Marketing at Klue, an AI-powered Competitive Enablement platform designed to help product marketers collect, curate, and deliver actionable competitor insights to empower revenue teams to win more business. In this episode, Katie dives into all things content, discussing building high quality content for your core audience and avoiding the trap of trying to reach all audiences right away. She talks about the meaning of community and building authentic relationships.
Key Takeaways:
Quote: “I agree with you on the point that you don't have to have a perfect launch. And actually that's like a great, nice-to-have that comes from a bunch of different cycles and learnings of running shows. But the most important thing I think we ever did with our flagship podcast was we started it. If you went back and listened to those first episodes, I'm sure they were trash, but every single time we would listen to them. And we take down notes on what do we need to improve for next time? How do you ask better questions? How do we cut this better? How do we create better social clips? And literally just the pure discipline of constant iteration and constant learning, it is like the surest thing to getting to excellence. It just requires the discipline of being open to learning and trying to improve a single inch every time.”
Episode Timestamps: *(16:54) The Trust Tree: Strategy founded on content and education *(41:01) The Playbook: Media driving organic and direct pipeline *(46:06) Quick Hits: Katie’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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| 20 Jun 2023 | The Evolutionary Marketing Advantage | 00:27:19 | |
This episode features an interview with Carmen Williams, Co-CMO and Head of Product Marketing at Zuper. Zuper builds digital solutions to help businesses provide exceptional customer experience. Their mission is to create the world’s most comprehensive tool for field workforce management. Carmen is an evolutionary marketing executive, with experience accelerating innovation and growth for fast-growing companies. She is skilled at driving marketing strategy and plans for fast-growing organizations, and is a forward-thinking, collaborative leader who advocates an evolutionary mindset and empowers teams to optimize performance. In this episode, Carmen shares about her work with inbound ABM strategies for growing field service operations by streamlining their processes, delivering better customer service, and helping them to be more efficient to scale and grow. Key Takeaways
Quote(s): “We're very lucky that the culture and the mindset is around testing sort of the agile, evolutionary adaptive mindset. So we're always thinking kind of like the 80% core that we keep that's working and constantly be testing the 20%. So both my counterpart and I are very much focused with that mindset.” “As every company I've ever been with, I'm sure every company that exists, there's always that tension between subjective, anecdotal, and data, right? Because there's never enough of the exact data you need. Uh, so I think it's just always trying to get everybody on the same page about, um, let the data speak, you know, let the evidence speak whatever it is, rather than, you know, opinions. And I think that's always the dance.” Episode Timestamps: *(07:10) - The Playbook: Carmen’s uncuttable budget items * (22:21) - The Dust Up: Carmen’s experience with company culture fit *(23:45) - Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 20 Dec 2022 | Better Manage Your Budget This Year with Esther Flammer, CMO at Wrike | 00:38:06 | |
This episode features an interview with Esther Flammer, CMO at Wrike. Wrike brings all work into a single place to remove complexity, increase productivity, and free people up to focus on their most purposeful work. Esther is a senior executive with 20 years of marketing experience in high-growth B2B tech and non-profit sectors. On this episode Esther shares her insights on how to better manage your budget this year, ways to be smarter with your resources, and how to boost your marketing efficiency. --- “If you're not able to showcase the ROI or build a good business case on why every dollar that you're spending is producing ROI or is helping move the business forward, it's going to be cut.” - Esther Flammer, CMO, Wrike --- Episode Timestamps: *(02:49) - Esther’s role at Wrike *(03:51) - Reduce spending, reduce resources and deliver more *(07:42) - Showcasing the ROI on every dollar that you're spending *(12:45) - Leveraging data to make better marketing decisions *(14:47) - The role of experimentation in marketing *(20:57) - Being smarter about your resources *(30:16) - Ways to understand what's working and what's not *(35:24) - Segment: Quick Hits --- Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links:
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| 25 Jan 2022 | Discovering Your Ideal Customer Profile with Kevin Tate, CMO at Clearbit | 00:44:28 | |
This episode features an interview with Kevin Tate, Chief Marketing Officer at Clearbit, a marketing data engine for customer interactions that helps businesses grow. Kevin has more than 24 years of sales and marketing experience as a 2-time CRO and 3-time CMO, and has held many other senior leadership roles throughout his career. On this episode, Kevin discusses the importance of speed when it comes to capturing customer intent, marketing’s role in creating a compelling promise for a company’s product, and why websites need to look to mobile-first experiences as inspiration sooner rather than later. -------------------- "...the idea of the ideal customer profile is maybe a sort of 101-level content, right? It is really foundational to how companies think about, understand, and act on their ideal customers. But, as we look at sort of the 201 and 301 levels, it's about how to actually focus my funnel on my ICP and then, how do I do it in a way that's consistent through acquisition, conversion, and operations so that I can actually measure and optimize? ... So, again, thinking about how [the ICP] goes from foundational to the edge of where people are pushing the boundaries is what keeps it fun." - Kevin Tate -------------------- Episode Timestamps: *(2:00) - Kevin’s role at Clearbit *(3:12) - Kevin’s first job in demand gen *(5:00) - Segment: Trust Tree *(9:18) - Clearbit’s buying committee and personas *(15:46) - Segment: The Playbook *(25:10) - Clearbit’s event strategy *(26:49) - How Kevin views Clearbit’s website *(33:04) - Kevin’s favorite campaign *(34:43) - Kevin’s most cuttable budget items *(36:30) - Segment: The Dust-Up *(38:10) - Segment: Quick Hits -------------------- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. -------------------- Links | |||
| 16 Jan 2024 | Using Neuroscience to Understand Your Customer | 00:44:52 | |
This episode features an interview with Esther-Mireya Tejeda, CMO at Anywhere Real Estate Inc., a leader of integrated residential real estate services, whose portfolio includes some of the most recognized brands in real estate. Key Takeaways:
Quote: “We have been really trying to get to the unconscious emotional makeup of consumers that set up their predisposition to like or dislike and to behave or not behave in particular ways. I call that the layer below the things that we are already measuring. And it's based on this premise that over 95 percent of our human behavior. is actually rooted and driven by unconscious emotions that we're not even aware of. So it's not stuff that I, as a consumer, would be able to articulate in a focus group. It's not things that I would be able to, as a consumer, articulate in a survey. And so it is our job as marketers, if we think about ourselves as business psychologists, to get further down and deeper into that mindset, to get to the heart set to understand those things. And that's really what this is about.” Episode Timestamps: *(08:24) - The Trust Tree: Buying decisions are largely unconscious *(26:13) - The Playbook: Research and insights are essential to success *(37:23) - The Dust Up: Leaving what isn’t right for you Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 19 Oct 2021 | Your Website is an Always-On Billboard with 3-time CMO Keith Messick, SVP of Marketing at LaunchDarkly | 00:48:26 | |
“[Our website does] both education and conversion and is the way we think about it, but it actually plays all of the classic roles. It plays as our billboard. It's our always-on asset. We have complete control over it, so we want it to be great.” - Keith Messick ----------- Episode Timestamps: *(3:03) - Keith’s first job in demand gen *(4:25) - LaunchDarkly explained *(6:14) - The Trust Tree *(7:36) - Keith’s main marketing strategy *(9:45) - How Keith thinks about spreading marketing resources *(13:00) - Justifying ROI for building community *(15:40) - Rebrands and avoiding the nightmare *(21:46) - The Playbook and Keith’s uncuttable budget items *(32:42) - How Keith thinks about his website *(36:16) - Customer marketing strategy and perspectives *(39:00) - A tactic that is fading away to be aware of *(42:25) - The Dust-up *(44:16) - Quick Hits
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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| 01 Mar 2022 | Part 6: Top CMOs Share Their Most Uncuttable Demand Gen Budget Items | 00:28:54 | |
Part Six of this special mini-series features 10 CMOs and marketing leaders from some of the world’s fastest-growing companies, including: *(3:17) - Anthony Kennada, CMO, Hopin *(7:30) - Nikhil Behl, CMO, FICO *(9:50) - Heidi Bullock, CMO, Tealium *(11:41) - Alon Alroy, CMO, Bizzabo *(14:02) - Tyler Lessard, VP of Marketing, Vidyard *(15:50) - Kevin Tate, CMO, Clearbit *(17:53) - Karen Steele, SVP of Marketing, Near *(20:31) - Ritu Kapoor & Julie Ginn, CMO, Lob *(21:35) - Mark Josephson, Co-Founder and CEO, Castiron *(23:32) - Eugene Levin, Chief Strategy and Corporate Development Officer, Semrush Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world’s leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links
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| 24 Oct 2023 | The Modern CMO: A Cornerstone of Services and Success | 00:40:10 | |
This episode features an interview with Jenny Victor, CMO at Epicor, a company focused on solutions that help their customers with big-picture inventory management, forecasting, and timely delivery. In this episode, Jenny shares with us how compelling content should be at the center of all that you do, how consumability is key when reaching prospective customers, and the unique strategies Epicor is employing to stand out in a crowded marketing landscape. Jenny also shares a new vision for what it means to be a CMO in our modern world and what that looks like when it comes to services and customer success. Key Takeaways:
Quote: “ I think one of my final thoughts for all the marketers that are listening to this, see if you can find the cool stuff and make it work for you. I think we all want the big hype and we all want the cool stuff. We are fortunate enough to sponsor an F1 car, Alpha Tauri. That is so fun with Drive to Survive. We've done a lot of cool, fun things with it, but we've made it meaningful in the story because Alpha Tauri uses our product to make sure that car's ready for every race. Those 14,000 parts are where they need them to be. And I think it's being able to find that cool stuff and make it work for you.” Episode Timestamps: *(05:39) - The Trust Tree: The most essential ERP partner to the most essential businesses *(10:53) - The Playbook: Content is king *(37:02) - Quick Hits: Jenny’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 03 Sep 2020 | 12M Users and Beyond: Designing a Marketing Team for Slack's Parabolic Growth with Julie Liegl, CMO of Slack | 00:44:48 | |
Julie Liegl is used to being a part of big things. As EVP of Global Marketing at Salesforce, she helped create and oversee the world-class corporate event that is known as Dreamforce, and she’s currently overseeing a complete transformation in the way that businesses communicate as CMO of Slack. On this episode, Julie unveils some of the plays that have made her so successful across her career. She talks about corporate events and how they can maintain relevance as digital events in the time of COVID, how to create a demand gen team from scratch, and much more. Key Takeaways
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Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 24 May 2022 | The Building Blocks of the Modern Data Platform with Micha Hershman, VP of Marketing at Envoy | 00:43:05 | |
This episode features an interview with Micha Hershman, VP of marketing at Envoy. Envoy is transforming modern workplaces with products that make office life easier and work more meaningful. Micha is a marketing leader with a twenty-year history of integrating inbound and outbound demand generation strategies to drive growth and revenue at B2B SaaS and B2C organizations. On this episode, Micha shares his insights into the building blocks of the modern data platform, why your website is the single most important conversion tool that B2B organizations have, and why the bottom line of marketing is about customer experience. --- “I think platform data is something that everyone needs to leverage. And if you’re a marketer thinking like, “Hey I’m considering joining this new company,” the questions you need to ask yourself, and there are lots of them, is do they have platform data that helps me tell a story, and can I access it?” - Micha Hershman, VP of marketing at Envoy --- Episode Timestamps: *(02:18) - Micha’s role at Envoy *(03:28) - Segment: Trust Tree *(09:40) - How to structure your go to market strategy *(11:15) - The highest point of leverage in your sales and marketing funnel *(21:20) - Segment: The Playbook *(32:57) - Why you website is the most important conversion tool you have *(37:23) - Segment: The Dust Up *(40:14) - Segment: Quick Hits --- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 07 Nov 2023 | The End of Marketing Stagnation: Simple Content and a Strong Brand Strategy | 00:42:29 | |
This episode features an interview with Jessica Shapiro, CMO at LiveRamp, the data collaboration platform for the world’s most innovative companies. In this episode, Jessica shares with us how brand and demand go hand in hand, why everything you do should be measured, and the importance of avoiding building up silos within your marketing team. Jessica also talks about how she and her team are combating stagnation through producing simple content and fostering a strong brand strategy. Key Takeaways:
Quote: “I started with a differentiated brand and understanding that buyer's journey. It's not a channel or a tactic, but it is everything. If you do not get the whole company singing off the same page, it's very hard to make a difference. So, for me coming in, it was taking that time to do the rigorous research, talk to customers, get alignment with our leadership, get a strong brand story, train our marketing, build the marketing materials, and then train our sellers to use those same stories as they are talking to their customers. So having the whole organization moving together, we revealed our brand platform at our major customer event, Ramp Up…and it was this incredible organizing principle around data collaboration and so my “not cut” is strong brand strategy and I believe a strong brand strategy is not stagnant. It has to live and breathe and grow and everyone has to continue to be aligned.” Episode Timestamps: *(06:07) - The Trust Tree: Bringing companies together to exchange first-party data in a privacy-safe way *(22:29) - The Playbook: Your whole company should be singing off of the same page *(35:30) - The Dust Up: The most effective marketing is through layering your messaging in every channel *(37:40) - Quick Hits: Jessica’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 19 Jul 2022 | Content Marketing Essentials with Ryan Bonnici, CMO at Gympass | 00:32:16 | |
This episode features an interview with Ryan Bonnici, CMO at Gympass. Gympass is a complete corporate wellbeing platform that ignites every journey to feel good. Gympass is reinventing wellbeing, making it engaging and accessible. Ryan is a globally renowned marketing leader and has twice been included in Forbes’ ‘World’s Most Influential CMOs’. On this episode Ryan shares his insights into why investing in content is essential, ways to drive revenue and demand, and the importance of your distribution strategy. --- “I think at the end of the day, the most important thing with your content investments is to invest in creating really good content.” - Ryan Bonnici CMO, Gympass --- Episode Timestamps: *(02:57) - Ryan’s role at Gympass *(05:54) - Segment: Trust Tree *(15:15) - Segment: The Playbook *(16:38) - Ways to do paid marketing right *(19:25) - The importance of your distribution strategy *(21:50) - What content you should invest in *(24:42) - Building roads that lead back to your website *(30:18) - Segment: Quick Hits --- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 28 Feb 2023 | Unlocking the Power of Product Led Growth Marketing | 00:43:12 | |
Madhukar Kumar, the CMO of Singlestore and a PLG expert, shares his insights on the world of product led growth in this episode. With over 15 years of experience leading global product marketing and product management teams, Madhukar explains how PLG can transform businesses, dispels common misconceptions, and highlights upcoming trends in the field. Key Takeaways:
Quote: “It’s not as if you either do PLG or you do PLS, it's a combination of both. You talk to your users through the premium product and the trial, but at the same time, there has to be a gradation of experience.” Episode Timestamps: *(1:47) - Madhukar’s journey to CMO of Singlestore *(10:11) - The Trust Tree: Madhukar’s best marketing secrets. *(29:05) - The Playbook: Singlestore’s marketing strategies *(39:15) - The Dust Up: How Madhukar’s handled tension *(40:44) - Quick Hits Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links
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| 27 Jun 2023 | Harnessing the Power of First-Party Data | 00:39:33 | |
This episode features an interview with Megan McDonagh, CMO at Amperity. Amperity is a customer data platform company that helps B2C brands unify and stitch together their fist party customer data for effectiveness and efficiency in order to help companies attain and acquire customers. Megan is a seasoned marketing executive with over two decades of experience leading marketing teams in the high tech space. In this episode, Megan dives deep into the world of first-party data. What it is, how you collect it, and how you can harness its power to create effective marketing strategies. Key Takeaways
Quote(s): “How do you understand that and know that if you don't truly know who your customers are? You have data coming in from offline sources…but how do you know if that data is not all unified and stitched together? Unless that's done, it's really hard to understand how to build really effective marketing programs.” Episode Timestamps: *(04:07) - The Trust Tree: Why Amperity pushes for the unification of first-party customer data *(22:35) - The Playbook: Megan’s uncuttable budget items *(37:42) - Quick Hits: Understand your customer journey and what’s needed throughout the funnel Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 12 Nov 2024 | Marketing is Chess, Not Checkers | 00:42:44 | |
This episode features an interview with John Schneider, CMO at Betterworks, a performance management solution HR professionals rely on for increasing employee engagement, manager efficiency, and business impact. In this episode, John shares insights into how he transformed Betterworks' content strategy to cut lead costs by 65% and why establishing a trusted sub-brand has been crucial to their success. He also talks about the importance of strategic experimentation and understanding the multidimensional levers in marketing. Key Takeaways:
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Episode Timestamps: *(04:12) The Trust Tree: Auditing when you step into a new role *(23:23) The Playbook: Content as the lifeblood, shared through a sub-brand *(35:37) The Dust-Up: Having a say in pricing and packaging *(38:37) 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:
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| 18 Aug 2020 | No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing, with Latane Conant, CMO of 6sense | 00:40:00 | |
Latane Conant is the CMO of 6Sense and author of No Forms. No Spam. No Cold Calls: The next generation of account-based sales and marketing. discusses the importance of personalized marketing. On this episode of Demand Gen Visionaries, Latane explains how she generates demand by illuminating “the dark funnel”, why cold outreach is undergoing a fundamental change, and much more. Key Takeaways
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Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 05 Jan 2021 | The Demand Gen Strategy for a $4B+ FinTech Disruptor with Vidya Peters, CMO of Marqeta | 00:42:05 | |
This episode features an interview with Vidya Peters, CMO of Marqeta. Vidya is widely recognized as one of the top leaders in Financial Technology, and joined Marqeta in 2019 after previously serving as CMO of MuleSoft, which she helped scale into one of the most successful and fastest growing public enterprise software companies. On this episode, Vidya discusses the most important elements of setting your strategy for the year, how to keep up with the rapidly changing MarTech landscape, the key elements of her tech stack that she couldn’t live without, and much more. Key Takeaways
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Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 26 Nov 2024 | The Future of Paid Search and Authentic Forums | 00:36:04 | |
This episode features an interview with Susanne Rodriguez, CMO at Auvik, a cloud-based IT management platform that reduces friction and increases agility. In this episode, Susanne talks about how they think about growing market share by getting customers to switch to Auvik and their big investments in community. She also discusses the future of paid search and why they are focused on authentic forums like Reddit. Key Takeaways:
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Episode Timestamps: *(02:26) The Trust Tree: Getting customers to switch from competitors *(10:14) The Playbook: Paid search and authentic forums *(27:34) The Dust Up: Get aligned and come armed with data *(29:38) Quick Hits: Susanne’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:
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| 04 May 2021 | Part 3: Top CMOs Share Their Uncuttable Demand Gen Budget Items for 2021 | 00:31:36 | |
Every week on Demand Gen Visionaries we sit down with marketing leaders from some of the world’s largest and fastest-growing companies to uncover the demand gen strategies that have been fundamental to their skyrocketing success. In each episode, we ask our marketing-leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this special mini-series to hear the budget items our CMO guests can’t live without! Find parts one and two here Part three of this special mini-series features 12 CMOs and marketing leaders from some of the world's fastest-growing companies, including: Vidya Peters, CMO, Marqeta Leela Srinivasan, CMO, SurveyMonkey Grant Johnson, CMO, Emburse Robin Daniels, CMO, Matterport Joanie Wang, Director of Marketing, Expensify Rachel Thornton, SVP Marketing, Amazon Web Services Esther Flammer, VP Demand Gen, Conga Marie Gassée, VP Growth, Confluent Lynne Capozzi, CMO, Acquia Len Fischer, SVP Demand Gen, Okta Dave Dabbah, CMO, CleverTap Naman Khan, CMO, Zeplin Key Takeaways
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links | |||
| 21 Feb 2023 | LinkedIn Strategies for Generating New Leads | 00:42:25 | |
Mandy McEwen, CEO and Founder of Mod Girl Marketing and Luminetics, shares valuable insights on how to optimize your LinkedIn profile and leverage the platform for generating new business leads. Her tips and strategies focus on creating a polished and professional profile, regularly engaging with your network, showcasing your expertise through content creation, and much more. Key Takeaways
Quote “The number one mistake that 99% of LinkedIn users are making is their profile. Your profile needs to be optimized and amazing–it shouldn't be a glorified resume.” Episode Timestamps * (01:43) - Meet Mandy McEwen, CEO and Founder of Mod Girl Marketing & Luminetics Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links
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| 30 Aug 2022 | Banding Together, Branding Together with Patti Boyle, CMO at Dstillery | 00:34:14 | |
This episode features an interview with Patti Boyle, CMO at Dstillery. Dstillery is the leading custom audience solutions company, empowering brands and their agencies to maximize the value of customer data and transform the way they connect with their audiences. Patti is a strategic marketing leader responsible for planning and driving results through growth plan development, team collaboration, client and partner relationships, and oversight of integrated marketing programs. On this episode Patti shares her insights into why banding together is essential for success, how to build your relationship currency, and the innovation of data science in marketing. --- “The banding together is essential for success, because if everybody’s not marching in the same direction, you don’t have alignment, and you don’t have a shared vision for innovation for constant continuous learning, you have a very average company.” - Patti Boyle, CMO at Dstillery --- Episode Timestamps: *(02:48) - Pattis role at Dstillery *(03:47) - Segment: Trust Tree *(12:21) - The innovation of data science in marketing *(16:55) - Why banding together is essential for success *(17:37) - Segment: The Playbook *(19:16) - Why relationship currency matters *(28:29) - Segment: The Dust Up *(29:54) - Segment: Quick Hits --- Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 09 Feb 2021 | Marrying Creativity and Data to Become a $51B Business with Rachel Thornton, VP of Global Marketing for Amazon Web Services | 00:38:45 | |
This episode features an interview with Rachel Thornton, Vice President of Worldwide Marketing for Amazon Web Services, the comprehensive cloud computing platform that powers hundreds of thousands of businesses in 190 countries around the world, and is on track to surpass $51B in revenue in 2021. Rachel is a true Demand Gen Rockstar, having been hailed in the press as “Captain of the B2B Marketing Dream Team.” She joined Amazon in 2013, serving as Head of Amazon Student and then Vice President of Global Field and Partner Marketing for AWS before her promotion to her current role in January 2020. Prior to Amazon, she served as VP of Marketing for the US, Canada, and Latin America at Salesforce. On this episode, Rachel details the demand gen strategy that powers the dominant player in the cloud computing space, and shares the intricacies of the most important leadership principles that fuel successful marketing teams, from customer obsession, to diving deep, to thinking big, and much more. Key Takeaways
Quotes “From a demand gen perspective, one of the most important leadership principles is customer obsession…When we think about our demand gen strategy and any new program or new campaign that we want to put together, we start from the customer and work backwards. I think that's probably what really helps us develop great demand gen and marketing programs.” “The best way to figure out how you're doing from a measurement perspective is go into the campaign or the demand gen program with a clear set of objectives and outputs that you're looking to get…When we're developing campaigns, we always set up what do we want the impact of this to be? How do we want to define that? And How do we want to measure it?” “Marketing is the beautiful marriage of not only creativity, but understanding data and doing a lot of data analysis. Because you want to make sure that whatever big idea you come up with–how do you test it? How do you refine it? And then how do you understand its impact? So that if you really love it, you can replicate it.” “[My advice would be to] ask a lot of questions. Sometimes I think people don't want to ask questions. They're afraid, like ‘oh, I should know this.’ I'm a big believer: Ask the questions because there are probably other people sitting there thinking of the same question you are. Ask a lot of questions, really dive deep…I just think it helps you be so much more effective and efficient.” Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 07 May 2024 | Strategically Organizing Your Own Customers | 00:46:05 | |
This episode features an interview with Kristin Russel, CMO at symplr, a company that offers healthcare operations solutions, anchored in governance, risk management, and compliance. In this episode, Kristin talks about not only creating a category, but also creating roles for the people who work in that category, in an effort to organize their customers. She also discusses going to market with the human in mind and authentic marketing. Key Takeaways:
Quote: “When you think about creating a category, we're also thinking about how do we create people who work in that category? How do I create a healthcare operations director or the manager of healthcare operations for workforce? And so, crazily enough, thinking about not just our content, but also working with our training team, working with the ways that we're reaching out and organizing our own customers.” Episode Timestamps: *(5:56) The Trust Tree: Going to market with the human in mind *(38:13) The Dust-up: Using the “Lencioni approach” to work through disagreements Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 06 Sep 2022 | Making your Website Feel Like a Virtual Concierge with Kristi Melani, CMO at TeleSign | 00:38:22 | |
This episode features an interview with Kristi Melani, CMO at Telesign. Telesign provides continuous trust to leading global enterprises by connecting, protecting, and defending their digital identities. Kristi brings with her over 27 years of cross functional marketing experience, leading global marketing teams across demand generation, campaign creation, events, web, digital transformation and more. On this episode Kristi shares her insights into why it's important to make your website feel like a virtual concierge, why successful marketing is people-based, and the way empathy enhances marketing. --- “What are the high-value tasks that you can embed in the website? So that when you do make it there, it's useful and it's helping. I've called it the virtual concierge.” - Krisiti Melani, CMO at TeleSign --- Episode Timestamps: *(03:16) - Segment: Trust Tree *(04:56) - Kristi’s role at TeleSign *(10:04) - The power of people based marketing *(13:43) - Segment: The Playbook *(16:02) - Creating thought leadership *(20:24) - Making your website feel like a virtual concierge *(33:12) - Segment: The Dust Up *(36:34) - Segment: Quick Hits --- Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links | |||
| 23 Mar 2021 | Make It Memorable: Secrets from a 20 Year Tech Veteran on Tackling Global Expansion with Dave Dabbah, CMO of CleverTap | 00:40:07 | |
This episode features an interview with Dave Dabbah, CMO of CleverTap, the leading AI-powered customer engagement and retention platform. Dave has been leading high growth marketing teams in Silicon Valley for the past 20 years. Prior to joining CleverTap, he led marketing at Agora, and he currently serves as an advisor and board member for several Silicon Valley startups. On this episode, Dave details his strategy for building a growth brand in the B2B space, the unique challenges of being a global company and evaluating international markets, and why it’s your job as a marketer to always make things memorable. Key Takeaways
Quotes “Targeting lighthouse and strategic accounts is different than targeting the mid-market. [I’m a] big fan of ABM, but my take on ABM is there are different levels of ABM…If you're trying to build your business rapidly, and you're also trying to grab some portion of market share in a specific market, you need to do 10 times as much ABM as you're currently doing in order to really grow at scale.” “In a B2B business, it becomes important that every potential brand, whether or not they're a potential customer today–they could be a potential customer tomorrow or a potential customer 36 months from now–is aware of [your] brand. And the only way to really do that is to make sure that the brand is getting in front of as many people as often as possible without annoying them along the way.” “One of our biggest challenges globally is how do we keep the brand fresh? I’m a big fan of having large PR teams that are able to help a company expand pretty rapidly in a specific market…My experience has always been that the best way to grow a global brand is to grow it with leaders on the ground in those spaces and in those markets.” “My take on PPC is different than a lot of other marketers in the B2B space. A lot of other marketers in the B2B space would simply say to you, ‘what's the return on investment for the amount of money we spend on our pay per click ads?’ The truth is if you just look at stuff like that, then you would probably stop spending money on PPC ads. What it really comes down to is brand recognition. You want people to see your brand and think about your brand…a large portion of our PPC budget is really just billboarding. It's providing us a significant amount of brand recognition, which you need to do time and time and time again in order to really build a growth brand in the B2B space in a lot of the markets that we're in.” “My personal thing is to always try to make things memorable. If you don't try to make things memorable, then you’re not doing your job as a marketer. And when you look at a bunch of the B2B brands in the marketplace, how many of those would you consider to be memorable?” Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links | |||
| 07 Jun 2022 | The Benefits of Data-Driven B2B with Dylan Steele, CMO of Coalition | 00:39:47 | |
This episode features an interview with Dylan Steele, CMO of Coalition, the leading provider of cyber insurance and security, combining comprehensive insurance and proactive cybersecurity tools to help businesses manage and mitigate cyber risk. Dylan is an accomplished marketing executive with experience leading marketing efforts for high-growth technology companies. On this episode Dylan shares his insights into the benefits of data-driven B2B, why sales enablement matters, and why mapping the customer journey is important. --- “Data can get you really helpful insights and tell you if you’re way off base, but sometimes magic is figuring out the combination of what your customer says they want and what’s aligned to their value, how much you have to shift their perception and change their mindset of what your product can be and can do and then find the sweet spot.” - Dylan Steele, CMO of Coalition Inc. --- Episode Timestamps: *(02:04) - Dylan’s role at Coalition *(03:08) - Segment: Trust Tree *(08:28) - The cybersecurity landscape in marketing *(17:29) - Segment: The Playbook *(24:30) - The sales enablement playbook *(29:57) - Segment: The Dust Up *(34:03) - Data insights into your customer *(34:03) - Segment: Quick Hits --- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links | |||
| 29 Jun 2021 | How an $11B Powerhouse Tackled Pre and Post IPO Marketing with Jim Sinai, SVP of Marketing at Procore | 00:43:55 | |
This episode features an interview with Jim Sinai, Senior Vice President of Marketing at Procore Technologies, a global cloud-based construction software company that recently went public at an approximate valuation of $9B. Prior to Procore, Jim held numerous senior leadership roles across 8 years at Salesforce, including leading the launch for major product rollouts of Salesforce Platform and Salesforce Einstein. On this episode, Jim unpacks the intersection between product marketing and demand gen, the hardest challenge facing modern marketers, the future of webinars, and much more. Key Takeaways
Quotes “The best demand gen leaders out there can do product marketing. I've seen them do product marketing, and they all have the same attributes in common, which are stakeholder management and alignment. At the end of the day, what makes for great campaigns and great demand gen is when you have the sales team and the marketing team focusing on trying to say the right message to the right people.” “All good campaigns are really just about trying to get eyeballs back to your website where you're trying to convert things. We have this mantra at Procore in our marketing team that the website is our most important asset. And we put all of our attention to make sure that we have all of our merchandising on the website.” “Just think about how your buyers are humans and they want a really delightful experience on the website. [Maybe] that's integrating a chatbot...One of the things that I think is fantastic is when you don't have to talk to a salesperson to book a meeting with the salesperson. I want to talk to sales and I want to talk to them either now via chat or I want to pick up the phone. Giving the shopper that channel is really important.” “Whenever you have a disagreement, the answer is not inside the four walls of the building, it's out with the customer. So the person who has tested it the most is the person who will likely have the winning argument in a dust-up.” “If you're a CMO and you're not willing to learn how the demand systems work, you're not going to be CMO for long, unless you have a phenomenal demand gen visionary as your right hand..” Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links | |||
| 27 Feb 2024 | Strengthening Your Sales Relationship | 00:35:36 | |
This episode features an interview with Leslie Henthorn, CMO at Ironclad, a contract lifecycle management software that provides a secure way to create and collaborate on contracts. In Leslie’s return to the podcast, she discusses navigating the shifts in AI, Ironclad’s influencer strategy, and getting into the psyche of your target persona. She also talks about strengthening your relationship with sales and prioritizing alignment even when you have a strong inbound funnel. Key Takeaways:
Quote: “We have tried to grow closer to sales and really support outbound in a way that marketing hasn't before. I think when you have a strong inbound funnel, sometimes your sales relationship isn't as strong as it should be. Yeah, you might be watching conversion and you might be watching how things are moving forward to pipeline, but it's easy to go like this after that. And when you start to understand that new business shouldn't drive your entire company strategy, that customer adoption, cross sell, understanding the logos you want to go after. This is something we've really been working on.”
*(11:02) The Playbook: Changing tactics over the last year Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 16 Dec 2020 | Part 2: Top 24 CMOs Share Their Uncuttable Demand Gen Budget Items | 00:44:21 | |
Find all the information online at www.qualified.com/podcast/uncuttable Every week, we sit down with marketing leaders from some of the world’s fastest-growing companies on the Demand Gen Visionaries podcast to uncover the demand gen strategies that have been fundamental to their skyrocketing success. In each episode, we ask our marketing leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this two-part mini series to hear the budget items our CMO guests couldn’t live without! Part two of the special two-part mini-series features 12 CMOs and marketing leaders from some of the world's fastest-growing companies, including:
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 15 Aug 2023 | Investing in Brand Awareness for Long-term Business Evolution and Growth | 00:36:17 | |
This episode features an interview with Todd Wells, CMO at Acumatica, a leading innovator in cloud ERP. In this episode, Todd provides insights into the marketing team’s responsibilities within Acumatica, how people want to be sold to, and what major sports sponsorships have done for brand awareness and helping his team break through to new audiences. Todd dives deep into his vision and work in brand awareness for Acumatica and how those efforts directly work with and alongside demand generation. Key Takeaways:
Quote: “We've progressively been dipping our toes into just brand awareness as well, and so whether that's airport advertising, whether that's connected TV, whether that's sports, sponsorships, but all of those are really something that we've understood from the marketplace that there's, you know, especially from partners and in speaking to partners, what do they value? What do they want?...In our scenario, I think it happens interestingly very far down the funnel, and so where it's really critical and where the partners are asking for is really that conversion to win.” Episode Timestamps: *(02:45) - The Trust Tree: Acumatica’s criticality of awareness *(11:49) - The Playbook: How Acumatica reconciles their spend with partner spend *(28:01) - The Dust Up: Dust ups are a productive outcome of pushing the execution and strategies of business models *(29:47) - Quick Hits: Todd’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 23 Aug 2022 | Preparing for the Future of Content with Jason Widup, VP of Marketing at Metadata.io | 00:38:52 | |
This episode features an interview with Jason Widup, VP of Marketing at Metadata.io. Metadata.io provides a closed-loop account-based marketing solution that amplifies marketing campaigns with opt-in leads. Jason is an experienced and talented Marketing Operations and Technology leader with a focus on developing high-performing teams through empowerment, challenging experiences, and trust. On this episode Jason shares his insights on preparing for the future of content, the benefits of long-term thinking in marketing, and having intention behind the content you create --- “Let’s create almost a media entity that can stand on its own and that people would actually, want to participate in it, get value from, and read. The strategic thinking was if we do that well, people will come to our content and they’ll think, this is smart, this is actually helping me do my job.” - Jason Widup, VP of Marketing, Metadata.io --- Episode Timestamps: *(02:47) - Jason’s role at Metadata.io *(04:05) - Segment: Trust Tree *(08:52) - Creating a media entity *(16:45) - What product demos can do for brands *(21:06) - Segment: The Playbook *(24:53) - The benefits of long-term marketing *(31:35) - Segment: The Dust Up *(34:15) - Segment: Quick Hits --- Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links
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| 08 Nov 2022 | Building Brand-to-Human Relationships in a Digital World with Emily Wolfe, Senior Director Growth Marketing & Analytics at Collective Health | 00:31:40 | |
This episode features an interview with Emily Wolfe, Senior Director Growth Marketing & Analytics at Collective Health. Collective Health simplifies employee healthcare with an integrated technology solution that makes health insurance work for everyone. Emily is a Digital marketing leader with an eye for analytics and a passion for developing stop-in-your-tracks creative campaigns. On this episode Emily shares her insights into building brand to human relationships in a digital world, personalizing your marketing to boost your brand value, and developing a 360 degree marketing plan. --- “It's so critical to build that brand relationship with prospects. In B2B, we like to think about them as committees or we think about them as faceless organizations, but it’s just people and people want to work with funny people.” - Emily Wolfe, Collective Health --- Episode Timestamps: *(02:34) -Emily's role at Collective Health *(03:03) - Segment: Trust Tree *(09:50) - Developing a 360 degree marketing plan *(12:38) - Segment: The Playbook *(13:24) - Building a brand relationship with prospects *(17:22) - Personalizing your marketing to boost your brand value *(24:34) - Segment: The Dust Up *(28:19) - Segment: Quick Hits --- Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 24 Jan 2023 | Top Marketing Priorities for 2023 | 00:09:51 | |
Get ready for some exciting changes coming your way in February! Host and Caspian Studios CEO, Ian Faison, teases what’s to come and shares his top marketing priorities for 2023. Key Takeaways
Quote: “We want to continue our focus, which is getting a deep dive look at how CMOs and marketing leaders think about pipeline, demand, technology, and how they spend their marketing dollars. There's going to be new branding, so stay tuned for that on February 1st.” - Ian Faison, Host and CEO at Caspian Studios Episode Timestamps: *(00:32) - Sneak peek at new changes coming in February *(03:08) - Ian’s top marketing priorities for 2023 *(08:52) - Wrap and goodbye Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links | |||
| 04 Oct 2022 | Building High Impact Partner Ecosystems with Suresh Sathyamurthy, CMO of SingleStore | 00:40:29 | |
This episode features an interview with Suresh Sathyamurthy, CMO of SingleStore. SingleStore helps businesses adapt more quickly, embrace diverse data and accelerate digital innovation by operationalizing all data through one platform. Prior to SingleStore Suresh held various product and marketing leadership roles with industry leaders like Microsoft, Palo Alto Networks, and Dell EMC helping build and grow emerging businesses in areas of Security, Data Platforms, and Cloud Services. On this episode Suresh shares his insights into building high-impact partner ecosystems, ways to demonstrate value to your customers, and secrets to non-intrusive marketing. --- “You have to focus on fewer, bigger partners at scale, so you can dedicate the time and energy with them. And then over time you’re creating proof points and value that other partners are going to look at and say, I want to be a part of that story. Create the energy and evidence that you need for partners to want to be a part of your ecosystem.” - Suresh Sathyamurthy, CMO, SingleStore --- Episode Timestamps: *(02:18) - Suresh’s role at SingleStore *(02:49) - Segment: Trust Tree *(08:05) - Targeting developers to try your product *(12:05) - Segment: The Playbook *(14:04) - Providing value to users of your product *(20:22) - The value of non-intrusive marketing *(17:35) - Building high impact partner ecosyetems *(37:32) - Segment: Quick Hits --- Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links | |||
| 17 Nov 2020 | How to Use Storytelling to Drive Unprecedented Market Demand with Kyle Christensen, VP of Marketing at Zuora | 00:44:18 | |
This episode features an interview with Kyle Christensen, VP of Marketing at Zuora. Prior to Zuora, Kyle served as CMO of 6Sense, SVP of Marketing at Invoca, and VP of Marketing at Responsys, where he drove the growth of the enterprise business up until the company's $1.5B acquisition by Oracle. On this episode, Kyle shares his demand gen master plan that starts with a marketing strategy that permeates the entire company and explains why the best brand storytelling attaches you to a narrative of overarching change much larger than the company itself. Key Takeaways
Quotes
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 16 Apr 2024 | The Future of Gifting is AI Enhanced | 00:39:33 | |
This episode features an interview with Kris Rudeegraap, Co-CEO, Sendoso, the leading gift sending platform that helps companies stand out by giving them new ways to engage with customers throughout the buyer’s journey. Kris talks about the value and the future of gifting, diving into how AI will enhance gifting efforts and creative ways companies use gifting to build trust with their customers. Key Takeaways:
Quote: “How AI can affect, what is the right gift to send? So, I think the plethora of data that we're sitting on from tens of millions of sends and what we're having access to through a lot of really interesting data that we've built from AI, but also through data that's available through third party enrichments. We'll be able to say, hey, does Kris like golfing? Or does Kris like tennis? And so there's interest graphs that we've built that will really help decide, okay, Kris gets this, it's going to resonate with him more. Then it's like, okay, where's the best place to send it? Is it his house? Is it an office? So, we can use data for that. We can say the timing, is it good to send it today for this prospect, or do we think that timing when they just went to your website, looked at your pricing page, and we want to trigger that. So, there's different reasons why you want to have timing be important. The message. So, we launched last year, a gift message rider, either the e-gift message or the handwritten note message. And so now we can craft a better message than, say, an SDR can write, by using AI. And I think writing is a key area there. So all that will make it easier to get the right gift to the right person and drive better results.” Episode Timestamps: *(37:26) Quick Hits: Kris’s Quick Hits Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 29 Sep 2020 | Creating A $2.2 Billion Revenue Intelligence Powerhouse with Udi Ledergor, CMO of Gong | 00:41:56 | |
This episode features an interview between Ian Faison and Udi Ledergor, CMO of Gong. A 5-time VP of Marketing, Udi has 20 years of experience heading marketing teams and is an expert in helping B2B companies grow faster by optimizing and transforming their marketing efforts. On this episode, Udi discusses the synergy between Gong’s demand gen efforts and brand plays, and lays out the content strategy that he uses to drive the inbound and outbound motions that create thousands of MQLs every month for a $2.2 Billion B2B powerhouse. Key Takeaways
Quotes
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 09 Aug 2022 | Strategies to Drive Brand Differentiation with Maria Pergolino, CMO of ActiveCampaign | 00:40:57 | |
This episode features an interview with Maria Pergolino, CMO of ActiveCampaign. ActiveCampaign gives businesses of all sizes access to over 500 pre-built automations that combine transactional email, email marketing, marketing automation and CRM for powerful segmentation and personalization across social, email, messaging, chat and text. Maria has served as a senior marketing leader for global B2B technology organizations for almost two decades. She’s known for building world-class go-to-market teams that drive growth, differentiation, and category leadership. On this episode Maria shares her strategies to drive brand differentiation, the importance of setting goals for customer success, and the power of automation. --- “ It has to be a mission that you stand behind and it has to be something you can differentiate. There are many products out there in the world that like you can’t tell the difference between two of them, and if you can’t, it’s then really hard to differentiate. It’s really hard to do great marketing, you have to choose an opportunity where you feel like you can do something with your skill, with that marketing.” - Maria Pergolino, ActiveCampaign --- Episode Timestamps: *(03:16) - Maria’s role at ActiveCampaign *(05:26) - Segment: Trust Tree *(10:18) - Diversity in marketing *(14:20) - Segment: The Playbook *(15:04) - Marketing Success Through Differentiation *(31:53) - The power of automation *(35:51) - Segment: Quick Hits --- Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links: | |||
| 09 Jul 2024 | Stop Fighting with Your Collateral and Make Better Content | 00:46:44 | |
In this episode, Eric shares with us how to effectively tailor marketing messaging, why it’s important to push the boundaries of content design, and leveraging tools like ChatGPT for brainstorming ideas. Eric also talks about why fighting pieces of collateral to get to the point is often done in vain and his approach to creating better content. Key Takeaways:
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Episode Timestamps: *(03:57) - Trust Tree: It’s all about balance *(16:20) - The Playbook: The data is the hook *(41:56) - The Dust Up: Approaching product launches thoughtfully *(44:02) - Eric’s Quick Hits
Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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| 14 Nov 2023 | Creating the Ultimate Unified Digital Experience for Customers | 00:56:13 | |
This episode features an interview with Jacqueline Woods, CMO at Teradata, the connected multi-cloud data platform for enterprise analytics, solving data challenges from start to scale. In this episode, Jacqueline talks about the new age of personalization, why AI should not be held accountable, and reminds us that data in technology is only as good as the data put into it. Jacqueline also shares how data is like water and paints a picture of her vision for a unified, frictionless customer experience. Key Takeaways:
Quote: “How do you know you're moving the needle? I mean, when we started this conversation with Forbes, it literally was around the same time last year, and my pitch to them was the following: There are a lot of people that say data is the new oil, data is gold, data is this, and I said, you know, my own belief is that data is like water is because this planet is over 72% water. That is what the earth is comprised of. The usable water that you can use on this planet is 2.5%. Most of that is in glaciers, which means that the real usable fresh water is 3 tenths of 1%. And so when you think about data, and all the data that's out there in the world, about 90% of the data is like data that's duplicated or replicated and how much of the core data is new data and information that you can use? And when you distill it down, it probably is very similar to water where the usable data that you can use, once you filtered it, cleaned it, harmonized it, associated it with the right things is probably less than 2 or 3% and that takes a lot of work. And at the end of the day, our thematic or our core belief is that we believe that people thrive when empowered with the right information. People don't always necessarily use the right information when they get it. But if they had it, and they were able to use it, they would actually be better off.” Episode Timestamps: *(05:06) - The Trust Tree: The cloud has changed marketing forever *(30:05) - The Playbook: AI needs to be trusted and people need to be responsible *(46:57) - The Dust Up: *(49:54) - Quick Hits: Jacqueline’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links: | |||
| 10 Nov 2020 | Cultivating an Innovative Marketing Strategy for the Digital-First World with Jen Dimas, CMO of Gigster | 00:41:51 | |
This episode features an interview with Jen Dimas, CMO of Gigster For more than 20 years, Jen has led marketing teams at high-growth enterprise software companies like Plex, Demandbase, Egnyte, Polycom, and Hyperion. In this episode, Jen dives into the ever-changing landscape of demand gen strategy, highlighting the importance of understanding and adapting to the needs of the moment. She also emphasizes the importance of a tight partnership between sales and marketing and explains how to go about cultivating it. Key Takeaways
Quotes
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 04 Apr 2023 | Elevating Your Value Story at a PLG Company | 00:39:03 | |
In this episode, Jessica Gilmartin, the CMO of Calendly, talks about the company's shift in marketing strategy from PLG approaches to partnering with large enterprises and shares her thoughts on CMOs who successfully implement a hybrid approach of both PLG and SLG strategies. She also provides valuable tips on how to approach large enterprise accounts, communicate value propositions, and strengthen the relationship between sales and marketing teams. Key Takeaways
Quotes: “The only way that you can help your sales team prioritize is to give them really good data about who are the teams that are using [your product].” “Two of the most important things you need to be a successful PLG + SLG hybrid is data… Once you understand those customers that are most right for expansion, how do you provide that value story?” Episode Timestamps: Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 14 Jul 2020 | How ThoughtSpot Became a $2B Unicorn in 5 years with Scott Holden, CMO | 00:48:43 | |
Marketers perform all sorts of important functions, from brand campaigns to assisting PR. But if a marketer isn’t filling the pipeline, nothing else matters, according to Scott Holden, CMO of ThoughtSpot. On this episode of Demand Gen Visionaries, he tell us that the most important duties of a demand gen marketer are to know their numbers, answer for them, and be able to explain why they are where they are. Because if you can measure, then you can manage and grow. Key Takeaways:
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Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 29 Aug 2023 | Creating Content That Meets Your Customers Where They Are | 00:37:34 | |
This episode features an interview with Juliette Kopecky, CMO at Link Squares, the company behind the AI-powered contract management platform of choice for legal teams aiming to move their business forward faster. In this episode, Juliette shares with us her strategies for defining and creating good content and how to meet customers where they are, her focus on creating stronger customer connections, and the importance of bringing varied skill sets in house in order to match the change of pace within the marketing industry. Key Takeaways:
Quote: “And I think for us, that's what we always think about is what is that piece of content or topic area that we wanna build upon that our audience cares about and what is going to be like that best medium for it. And sometimes it can be the same topic area and different pieces of it, like a bite-sized piece of content might work well in an audio podcast, whereas a detailed sort of step-by-step here's how you use the product goes really nicely with, with doing maybe a video tutorial or a written out piece of document. And I think, and I think that's so much about, like marketing is thinking about like that content and what is the vehicle, and then really matching it to your buyers and your prospects. What their needs and how they prefer to consume that content.” Episode Timestamps: *(03:56) - The Trust Tree: Making the backend processes easier for legal teams and increasing ROI by 352% *(24:17) - The Playbook: Eliminating what’s not performing so you don't have to cut anything else *(29:20) - The Dust Up: How you approach conflict is key *(30:24) - Quick Hits: Juliette’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 05 Oct 2021 | An SEO Masterclass with Justin Shriber, CMO of People.ai | 00:53:43 | |
“The danger of the website is that you can attempt to make it all things to all people. We're very focused on two priorities for our website: First and foremost, it is a lead gen tool for us. And secondly, it is a platform for our thought leadership.” — Justin Shriber ------------ Episode Timestamps: *(2:20) - How Justin got into demand gen *(3:30) - What People.ai does *(4:30) - The Trust Tree *(17:20) The Playbook - Justin’s most uncuttable budget items *(19:00) - A deeper conversation on SEO *(28:35) - A marketing tactic that Justin thinks is fading away *(29:30) - Justin’s favorite marketing campaign *(34:00) - Justin’s least favorite campaign and why it didn’t work *(37:40) - How Justin views his website *(41:15) - Advice on marketing on LinkedIn *(43:20) - The Dust-up *(46:40) - Quick Hits
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
Links Connect with Justin on LinkedIn | |||
| 18 Jan 2022 | The Power of Video to Generate Demand with Tyler Lessard, VP of Marketing & Chief Video Strategist of Vidyard | 00:44:27 | |
This episode features an interview with Tyler Lessard, VP of Marketing & Chief Video Strategist of Vidyard, a video platform for marketing and sales video hosting. Tyler has over 15 years of experience in B2B marketing, sales enablement, content marketing, brand and video. He’s also the distinguished author of The Visual Sale. On this episode, Tyler breaks down how to effectively use video to generate demand, why video chops need to be in every marketer's toolkit, and how to be cost-effective and make videos at greater scale. -------------------- “...up until the last few years it was costly and complex to do a lot of video. That’s where it was really a barrier and people will go, ‘oh, we just do it over there because if we do it everywhere else, I don’t even know how I would afford that or manage it.’ But the reality is today, there are very approachable ways, very cost-effective ways to do video at a greater scale. And so that’s what we’re starting to see is this scaling the use of video across these different programs, having more teams, demand teams, social teams, content teams, thinking about where does video content fit into what we’re delivering. How can it help us better tell this story or answer this question?” — Tyler Lessard -------------------- Episode Timestamps: *(1:57) - Tyler’s first job in demand *(2:55) - Tyler’s role at Vidyard *(3:51) - Segment: Trust Tree *(7:17) - How Tyler’s marketing team is structured *(9:03) - Tyler demand gen strategy *(16:56) - The future of video in every marketers toolkit *(33:08) - Where should listeners put their videos? *(36:10) - Segment: The Playbook *(40:35) - Segment: Quick Hits *(42:49) - Advice for a first time VP of marketing -------------------- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. -------------------- Links Connect with Tyler Lessard on LinkedIn | |||
| 10 May 2022 | Building a Successful Brand Community with Daniel Rodriguez, CMO of Simplr | 00:36:10 | |
This episode features an interview with Daniel Rodriguez, CMO of Simplr, a human-first, machine-enabled customer experience solution that meets the demands of the NOW Customer across all digital channels. Daniel is leading a team that is redefining the way brands deliver customer service. On this episode Daniel shares his insights into building a successful brand community, creating a halo effect by having the right investments, and ways to get your target audience to think positively about your brand. --- “Community is an organic process. You can try to do things to encourage people to engage, but I think it's understanding. You really have to understand what is it that people are looking to learn, and one of the things that we've realized is that, there's a lot around career definition.” --- Episode Timestamps: *(03:19) - Daniel’s role at Ceros *(06:13) - Segment: Trust Tree *(09:12) - How demand gen fits into Simplr’s marketing strategy *(12:12) - Segment: The Playbook *(17:05) - Creating a movement with community *(24:46) - Getting you target audience to think positively about your brand *(30:46) - Segment: The Dust Up *(34:04) - Segment: Quick Hits
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links | |||
| 11 May 2021 | Make Sales Easier: The Blueprints of a Marketing Titan with Dave Kellogg, fmr 3x CMO and SVP/GM at Salesforce | 00:51:43 | |
Key Takeaways
Quotes “I believe what separates the sales leaders from those who stay as CROs, to those who go on to become general managers or CEOs is actually an understanding of marketing.” “A key skill for any CMO is the ability to say no. Just don't say it too often. I believe both parts of that. You have to be able to say no, but you don’t want to become Dr. No, that doesn't work. So, you should have yes, no, and let's do an experiment. “The CMO should be locked at the elbow with the CRO. They should answer each other's phones on the first ring. They should have a good personal relationship. They should be aligned in meetings. One should take a bullet for the other. If one's getting shot at in the board meeting, the CMO should dive in front of the VP of sales or vice versa.” “Market vision while selling product. We market a vision to the customer that gets them excited about where we're going. Because when [customers] buy these apps, [they’re] not just buying what's on the truck today. We sell what's on the truck, but they buy into this broader vision.” “My credo has been ‘make sales easier’… I’ve built my career on it. And ironically, some of the biggest arguments I've had about that little phrase have been with sales leaders. They’ll say, ‘No, that's not what marketing's about,’ and I'm like, ‘Yeah, it is. That's why we're here.’ That's my philosophy and I’ve practiced it to the extent that it even surprises people sometimes.” “Marketing is the entire business scene from the point of view of the customer.” — Theodore Levitt, Former HBS Marketing professor Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 02 Feb 2021 | The Uncommon Art of Creating B2B Brand Champions and Super Bowl Ads with Joanie Wang, Director of Marketing at Expensify | 00:44:35 | |
This episode features an interview with Joanie Wang, Director of Marketing at Expensify Since joining in 2014, Joanie has helped grow Expensify into the most recognizable expense management platform in the space, spearheading the launch of some of the company’s biggest marketing initiatives. She has been named one of the Top Women Leaders in SaaS and one of the accounting industry’s Top 20 Influencers under 40. On this episode, Joanie discusses how Expensify’s relentless focus on end-user experience turns customers into devoted champions of the product, how they work to cultivate a positive brand experience in every consumer interaction, and the process of launching their massively successful Super Bowl ad campaign. Key Takeaways
Quotes “We've been very end-user centric in how we build out our product and who our ultimate consumers are. There are a lot of similar apps out there that focus on the person buying the software, not necessarily the person using it. What we realized is that when you focus on the end-user experience…they really become huge champions of your product.” “At the heart of it, demand gen at Expensify is essentially a partnership between marketing, business development, and sales. We focus our efforts on entering and growing new markets by accelerating our word of mouth business model. It's been the heart and soul of our business since day one, and it's something that's been really effective for us in terms of how we've grown.” “We focus a lot on creating experiences–whether that's at trade shows, in product, etc–creating experiences that are memorable and everlasting so that people not only believe in your product and love it, but become champions of it.” “I recognize that brand is sometimes the opposite of demand gen, but I do think that it is a very important factor–at least from a top of funnel perspective–to stir interest and to create that initial awareness about our product…This idea of creating experience…is really setting the foundation for a lot of the demand gen work that we'll do later on. Anytime you come across Expensify, we focus on making sure…that everything that you come across is a positive experience.” “We picked the Super Bowl because we knew that it was a moment in culture that everyone is paying attention to. In terms of meeting the audience where they are, that was kind of our moment. Everyone's paying attention. In fact, people are always on the lookout for commercials…We wanted a super large audience who is receptive to this kind of brand play, this sort of this messaging, and we wanted to meet them where they are.” Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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| 23 Jan 2024 | Being the “Voice of” and “Voice to” the Market | 00:41:06 | |
This episode features an interview with Kimberly Storin, Chief Marketing and Communications Officer at Zayo Group, a leading telecommunications company with a network that stretches over 16.8 million fiber miles and spans 141,000 route miles across North America and Europe. In this episode, Kimberly shares with us how she built an end-to-end marketing organization within Zayo and demonstrated the value of the marketing function, diving into expanding their buying committee and creating a “Shark Tank'' mindset where people share their best ideas.
Quote: “At the end of the day, we really just need to be the voice of and the voice to the market. If we're thinking about in-quarter revenue, we're not doing our job. Our job is to be thinking about the next quarter, next year, next five years, and how do we position the brand for the maximum growth efficiency. And yet so often I talk to CMOs who are stuck in this, well, what did you do for me this quarter? And if that's where marketing is focused, then marketing will never be successful.” Episode Timestamps: *(03:43 ) - The Trust Tree: Expanding your buying committee *(15:19) - The Playbook: Investing in the top of the funnel *(35:37) - The Dust-Up: Learning to have constructive conflict *(39:01) - Quick Hits: Kim’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links
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| 03 Oct 2023 | Championing Owned Media Experiences for Brands | 00:51:48 | |
This episode features an interview with Anthony Kennada, Co-Founder & CEO at AudiencePlus. In this episode, Anthony shares the many benefits of companies distributing content on their own domains, the idea of a more efficient content feedback loop, and how owned media is the way forward. Key Takeaways:
Quote: ”When you have someone that is... Opted in to your content, where we see if they're coming back, what they're watching, what topics they're interested in. And so, you know, I think part of the value proposition of what we're trying to offer is, you could get a pretty close, a pretty fast feedback loop on content you're producing today, if you're able to have the data to prove the connection to, to something else.” Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 07 Sep 2021 | Scaling the $9.5B Rocketship with Kady Srinivasan, SVP Global Head of Marketing at Klaviyo | 00:39:25 | |
“Be confident. There are so many people who are going to make you want to second guess your intuition about things that you have to do, but just stay strong and focus on what you think is right.” — Kady Srinivasan ----------- Episode Timestamps: *(0:30) - How Kady got into demand gen *(3:05) - What a Global Head of Marketing does *(6:00) - The Trust Tree *(7:00) - Klaviyo’s marketing strategy *(8:38) - The organization of the Klaviyo marketing team *(9:20) - Who goes into the e-commerce buying committee *(10:27) - How Kady thinks about market segmentation *(12:22) - The Playbook - 3 Uncuttable Budget items *(14:12) - Kady’s main marketing philosophy after 20 years in the space *(17:00) - Hotjar analysis tool *(24:09) - How to help your customers achieve their goals *(25:20) - What Kady’s team won’t be spending money on this year *(27:08) - How Kady views Klaviyo’s website *(28:30) - The Dust Up *(32:32) - Marketing at EA and Ubisoft *(34:50) - Quick Hits
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
Links The Art of the Impossible book
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| 11 Oct 2022 | Demand Gen Visionaries Live 2022 | 00:23:55 | |
Every week on Demand Gen Visionaries we sit down with marketing leaders from some of the world’s largest and fastest-growing companies to uncover the demand gen strategies that have been fundamental to their skyrocketing success. For the first time ever we have a special edition of Demand Gen Visionaries Live. We sat down with the marketing legends that built Dreamforce and world-class speakers who were excited to share their insights, inspire you, and to make you think. This episode features a live interview with featured panel speakers, Lauren Vaccarello, CMO at SalesLoft, Julie Liegl, CMO at Slack, Karin Flores, Vice President, Strategic Events, Customer Experience Center and Programs at Okta, and your host Ian Faison, CEO of Caspian Studios. --- Think of part of your budget as an innovation fund. What are the big bets that you and your team have come up with and, and those could vary. If you can architect it right, with the right customer experiences, and the right amplification across press and social, doing something kind of crazy and stunt like can actually make sense. - Lauren Vaccarello, CMO, SalesLoft It’s about differentiating, if you can do an event in a way that is going to be special, whether it's going to an event or throwing an event, how do you make it different? It can't just be status quo, you have. Give people a reason that it's exciting, and that it matters.- Julie Liegl, CMO at Slack I think we are working in a world now where we really need to think about convincing people, and so I think you need to entertain them, motivate them, and inspire them beyond product, and what's going on in the world. - Karin Flores, Vice President, Strategic Events, Customer Experience Center and Programs at Okta --- Episode Timestamps: *(04:46) Marketing in uncertain times *(07:13) Thinking of your budget as an innovation fund *(08:40) Investing in like big name events this year *(09:18) Differentiating you events from competitors *(13:51) Curating an experience that's personalized *(15:50) Human marketing and bringing humans together *(20:08) Inspiring people beyond product --- Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. --- Links Connect with Lauren on LinkedIn Connect with Julie on LinkedIn | |||
| 21 May 2024 | Where to Play and How to Win | 00:42:09 | |
This episode features an interview with Kady Srinivasan, CMO at Lightspeed Commerce, a commerce platform that helps merchants innovate to simplify, scale and provide exceptional customer experiences. In this episode, Kady discusses the importance of understanding your segments so you can talk about the value proposition for each segment appropriately. She also dives into the process of determining where to play and how to win at Lightspeed Commerce. Key Takeaways:
Quote: “The short-term focus on the short-term ROI is a big problem. And then the second thing is like the unattributable spend and how to make the right business case for it. I'll say as a tee up to our budget masterclass, when we do it, there are three segments of metrics that I've realized, uh, CFOs care about: there's volume, which is usually your MQL, SQL, closed one, you know, whatever that is, right? Then there is the velocity bucket, which is time to close, or time to first transaction, time to XYZ, whatever that is, time to first touch. And then the third one is efficiency. So it could be ROAS, it could be sales and marketing as a spend, as a percentage of spend. If you can convincingly present these three buckets or the right kind of information in these three buckets, you get a lot of mileage out of your conversations.” Episode Timestamps: *(02:49) The Trust Tree: Leading the shift towards prioritizing higher value ICPs *(23:45) The Playbook: Managing brand building as CMO at different companies *(36:08) The Dust Up: The translation problem *(38:50) Quit Hits: Kady’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 13 Jun 2023 | The Power of Segmentation and Experimentation in Saturated Markets | 00:29:39 | |
Martha Aviles, formerly VP of Marketing at Talroo, shares how the company leverages dynamic market segmentation to meet customers precisely where they are in their buying journey. In this episode, Martha gives insight into Talroo's innovative demand generation strategies and describes why they are founded on a test-and-learn approach. Key Takeaways
Quote: “Customers are getting much more sophisticated. They want to know the differentiators about your platform. How is it better? How are you matching me with better candidates? How are you filling my pipeline?” Episode Timestamps: * (12:11) - The Playbook: Martha’s uncuttable budget items * (23:32) - The Dust-Up: How to improve rapport with the finance department * (24:53) - Quick Hits Sponsor: Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:
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| 09 Nov 2021 | The Evolution of ABM with Jon Miller, CMO & CPO of Demandbase | 00:38:04 | |
“The thread that runs through these best practices is this concept of account based experience. And it's a concept of really understanding where the account is in its journey and applying all that account intelligence that you have to not treat every account the same, but to really interact with them in a way that's going to be relevant and appropriate for where they are in their journey. So that's absolutely a key theme to how the best companies are doing this.” — Jon Miller ------------- Episode Timestamps: *(2:05) - How Jon got started in demand gen *(2:40) - Jon’s current role at Demandbase *(4:10) - How COVID-19 changed demand gen *(5:35) - The Trust Tree *(7:20) - The different personas Demandbase is selling to *(11:45) - Where the industry is at with ABM *(14:05) - What the future of ABM looks like *(18:50) - The biggest trends in demand gen *(25:25) - The Playbook *(28:43) - The Dust-Up *(30:54) - Jon’s favorite past campaign he’s ever run *(31:48) - Biggest learning experience over the years *(33:30) - Quick hits
Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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| 07 Oct 2020 | Demand Gen Trends to Invest in According to a Six-Time CMO with Heidi Melin, CMO of Workfront | 00:46:11 | |
This episode features an interview with Heidi Melin, CMO of Workfront. Heidi has held the position of CMO 6 times over an impressive two-decade career of developing and executing marketing strategies that drive growth. On this episode, Heidi illustrates her approach to pivoting Workfront’s marketing strategies in response to the paradigm shift that companies are experiencing in 2020, and she explains why you need to be viewing your marketing dollars as an investment, not just an expense. Key Takeaways
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Sponsor Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. | |||
| 24 Sep 2024 | Anti-Checklist Marketing | 00:38:16 | |
This episode features an interview with Dorian Kendal, a former CMO and a multi-time marketing leader. Most recently, Dorian served as CMO at Netlify, a platform for developers to build highly-performant and dynamic websites, e-commerce stores and applications. Key Takeaways:
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Episode Timestamps: *(03:59) The Trust Tree: Restructuring to target enterprise customers *(13:23) The Playbook: Investing in search optimization over search engine marketing *(35:45) Quick Hits: Dorian’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links: | |||
| 12 Dec 2023 | Mobilizing Your Customer Base to Drive Sales | 00:39:17 | |
This episode features an interview with Jordan Schenck, Chief Brand Officer at Flashfood, a technology company working to eliminate retail food waste by connecting consumers with discounted food nearing its best-by date. In this episode, Jordan shares with us how to push through the zeitgeist around what you do to change consumer perception, and she talks about some unique strategies for mobilizing your fan base to boost sales and brand awareness even without Coca-Cola dollars. Key Takeaways:
Quote: “So there's something really interesting in that tension for me to like, how do we actually change behavior or you can like create a really cool movement around doing something totally novel. And I'm like, how can we make this idea of food that's near its best by the same as like how cool it is to shop for vintage clothes? Like what Depop did for Gen Z is really cool, right? And we've got that same sort of thing going where, like, how do we sort of create that sort of spirit and moment around the perfect window of this food? Truly, it's the perfect window. It's food ready to eat and the cheapest. Like, boom. Go. It shouldn't be that much more complicated than that.”
Episode Timestamps: *(05:57) - The Trust Tree: Selling to a double-sided market *(22:07) - The Playbook: Healthy level of commitment to owned and earned *(36:20) - Quick Hits: Jordan’s Quick Hits
Sponsor: Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.
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