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:Zeroing in on 1 in 1 equals 3 strategic relationships with partners by crafting a product, an offering, and point of view in order to be able to identify as a content impact platform.Pushing a compensation model where everyone wins or loses together builds greater trust between sales, marketing and the BDR teams.The best results come out of hyper-personalization to prospective buyers, which enables teams to get granular with prospects through research and relationships.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 HitsSponsor: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:Connect with Ian on LinkedInConnect with Chris on LinkedInLearn more about AcrolinxLearn more about Caspian StudiosWordBirds Podcast: How HPE Is Revolutionizing Customer Experience With Content

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:<ul><li>Zeroing in on 1 in 1 equals 3 strategic relationships with partners by crafting a product, an offering, and point of view in order to be able to identify as a content impact platform.</li><li>Pushing a compensation model where everyone wins or loses together builds greater trust between sales, marketing and the BDR teams.</li><li>The best results come out of hyper-personalization to prospective buyers, which enables teams to get granular with prospects through research and relationships.</li></ul>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 HitsSponsor:Pipeline Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/cpwillis/" rel="nofollow" target="_blank">Connect with Chris on LinkedIn</a></li><li>Learn more about <a href="https://www.acrolinx.com/" rel="nofollow" target="_blank">Acrolinx</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li><li>WordBirds Podcast: <a href="https://www.acrolinx.com/blog/how-hpe-is-revolutionizing-customer-experience-with-content/" rel="nofollow" target="_blank">How HPE Is Revolutionizing Customer Experience With Content</a></li></ul>

Generating Pipeline Through Authentic Partner Relationships

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:Different personas need to be sold to differently. Be sure all messaging directly reflects the needs of a particular persona and that it’s not written for every potential buyer.A go to market strategy that’s worked for Brightcove: Treat buyers as individuals, personalize content, and since video is king - make good use of it.Create a Netflix style experience for your customers. Thinking and acting like a media company is the way forward.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 HitsSponsor: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:Connect with Ian on LinkedInConnect with Theo on LinkedInLearn more about BrightcoveLearn more about Caspian Studios

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:<ul><li>Different personas need to be sold to differently. Be sure all messaging directly reflects the needs of a particular persona and that it’s not written for every potential buyer.</li><li>A go to market strategy that’s worked for Brightcove: Treat buyers as individuals, personalize content, and since video is king - make good use of it.</li><li>Create a Netflix style experience for your customers. Thinking and acting like a media company is the way forward.</li></ul>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 HitsSponsor:Pipeline Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/theo-hildyard-71a988/?originalSubdomain=ca" rel="nofollow" target="_blank">Connect with Theo on LinkedIn</a></li><li>Learn more about <a href="https://www.brightcove.com/en/" rel="nofollow" target="_blank">Brightcove</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Unleashing the Power of a Video First Marketing Strategy

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:Continued education for the customer is paramount in showcasing your product’s or service’s value.An effective win-loss strategy is essential for product marketing and product road-mapping.Choosing to focus on nurturing your pipeline and thought leadership efforts not only helps to educate potential buyers on what you do but it also allows for more streamlined content creation and brand messaging.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 HitsSponsor: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:Connect with Ian on LinkedInConnect with Spencer on LinkedInLearn more about ClozdLearn more about Caspian Studios

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:<ul><li>Continued education for the customer is paramount in showcasing your product’s or service’s value.</li><li>An effective win-loss strategy is essential for product marketing and product road-mapping.</li><li>Choosing to focus on nurturing your pipeline and thought leadership efforts not only helps to educate potential buyers on what you do but it also allows for more streamlined content creation and brand messaging.</li></ul>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 HitsSponsor:Pipeline Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/spencer-dent-2b23521/" rel="nofollow" target="_blank">Connect with Spencer on LinkedIn</a></li><li>Learn more about <a href="https://www.clozd.com/" rel="nofollow" target="_blank">Clozd</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Systematically Approaching Your Win-Loss Strategy

Episode Summary:In this episode, Johann shares how he and his team are approaching spend management in a holistic way, the beauty of championing your clients, and how all marketing comes down to adding value. Johann also talks about strategies for shifting budget spend to incorporate additional high-converting formats and channels and the importance of focusing on strong content and adding value outside of demand gen interactions.Key Takeaways:Incorporating customer success into the buyer lifecycle journey helps to avoid internal breakdown through departmental silos.Learning how your potential customers interact with your brand before your sales team gets involved allows for deeper insights into the kind of content a business should be investing in and creating.The effectiveness of ads is diminishing and that ad spend should transition away from single use assets to resussable assets that can be repackaged in multiple ways.Quote(s):“What are the business processes that our buyers go through? What are their jobs like? What is their working environment? What does their day look like? Right? And then how do we give the salesperson the education on the topics  that are relevant to those buyers that we can address so they can start asking questions and start sort of engaging in an open-ended way and that's kind of the problem, right? You can do all this automation on the website and you can create beautiful content, but if you're not thinking about how do I enable my sellers to understand that content journey and how to leverage the insights that are attached to that content to create dialogue, then it will fall short.”Episode Timestamps:*(8:40) - The Trust Tree: How and why Johann and his team are starting to “solution sell”*(29:44) - The Playbook: Engaging potential buyers before the sales team gets involved*(47:11) - Johann’s Quick HitsSponsor: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:Connect with Ian on LinkedInConnect with Johann on LinkedInLearn more about EmburseLearn more about Caspian Studios

Episode Summary:In this episode, Johann shares how he and his team are approaching spend management in a holistic way, the beauty of championing your clients, and how all marketing comes down to adding value. Johann also talks about strategies for shifting budget spend to incorporate additional high-converting formats and channels and the importance of focusing on strong content and adding value outside of demand gen interactions.Key Takeaways:<ul><li>Incorporating customer success into the buyer lifecycle journey helps to avoid internal breakdown through departmental silos.</li><li>Learning how your potential customers interact with your brand before your sales team gets involved allows for deeper insights into the kind of content a business should be investing in and creating.</li><li>The effectiveness of ads is diminishing and that ad spend should transition away from single use assets to resussable assets that can be repackaged in multiple ways.</li></ul>Quote(s):“What are the business processes that our buyers go through? What are their jobs like? What is their working environment? What does their day look like? Right? And then how do we give the salesperson the education on the topics  that are relevant to those buyers that we can address so they can start asking questions and start sort of engaging in an open-ended way and that's kind of the problem, right? You can do all this automation on the website and you can create beautiful content, but if you're not thinking about how do I enable my sellers to understand that content journey and how to leverage the insights that are attached to that content to create dialogue, then it will fall short.”Episode Timestamps:*(8:40) - The Trust Tree: How and why Johann and his team are starting to “solution sell”*(29:44) - The Playbook: Engaging potential buyers before the sales team gets involved*(47:11) - Johann’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/johannwrede/" rel="nofollow" target="_blank">Connect with Johann on LinkedIn</a></li><li>Learn more about <a href="https://www.emburse.com/" rel="nofollow" target="_blank">Emburse</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Embracing an Outside-In Marketing Perspective

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 TakeawaysProviding value in a digital world begins with engagement and being a trusted advisor.Have a local mindset. Step outside of normal marketing tactics and strategize language, tone, and value propositions in a way that can be adapted to a local market.Utilize emotion to tell your buyers a story and connect with them as human beings.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 HitsSponsor: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 Ian on LinkedInConnect with Thomas on LinkedInLearn more about DocuWareLearn more about Caspian Studios

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<ul><li>Providing value in a digital world begins with engagement and being a trusted advisor.</li><li>Have a local mindset. Step outside of normal marketing tactics and strategize language, tone, and value propositions in a way that can be adapted to a local market.</li><li>Utilize emotion to tell your buyers a story and connect with them as human beings.</li></ul>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 HitsSponsor:Demand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/tgroehl?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAAAPEhABdlRVD_8JKyBobnDp_gGjGo1e-Zo&amp;lipi=urn%3Ali%3Apage%3Ad_flagship3_search_srp_all%3BDrnorUvfQUulzDwIuwVmDA%3D%3D" rel="nofollow" target="_blank">Connect with Thomas on LinkedIn</a></li><li>Learn more about <a href="https://start.docuware.com/" rel="nofollow" target="_blank">DocuWare</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Leveraging Connections and Emotion for Marketing Campaign Success

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:Buyers today are much more educated than they have been historically, and companies need to take into account the end-to-end buyer journey.Moving away from one-off activities and into always-on programs that are scalable and repeatable.Everyone on the team is responsible for pipeline generation.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 HitsSponsor: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 Ian on LinkedInConnect with Stevie on LinkedInLearn more about VantaLearn more about Caspian Studios

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:<ul><li>Buyers today are much more educated than they have been historically, and companies need to take into account the end-to-end buyer journey.</li><li>Moving away from one-off activities and into always-on programs that are scalable and repeatable.</li><li>Everyone on the team is responsible for pipeline generation.</li></ul>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 HitsSponsor:Demand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/steviecase/" rel="nofollow" target="_blank">Connect with Stevie on LinkedIn</a></li><li>Learn more about <a href="https://www.linkedin.com/company/vanta-security/" rel="nofollow" target="_blank">Vanta</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Staying on Top of Industry Dynamics Through Innovation & Efficiency

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 TakeawaysUnless your first-party data is stitched together, it’s almost impossible to understand your customer persona and create effective marketing strategies. Education is necessary for defining personas, their problems, and the solutions to help them.Approaching ABM strategies as a pyramid: who are the big players to go deep with? Who are the one to few? Who are the one to many?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 funnelSponsor: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 Ian on LinkedInConnect with Megan on LinkedInLearn more about AmperityLearn more about Caspian Studios

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<ul><li>Unless your first-party data is stitched together, it’s almost impossible to understand your customer persona and create effective marketing strategies. </li><li>Education is necessary for defining personas, their problems, and the solutions to help them.</li><li>Approaching ABM strategies as a pyramid: who are the big players to go deep with? Who are the one to few? Who are the one to many?</li></ul>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 funnelSponsor:Demand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/meganmcdonagh?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAAAAGx6ABK2PM62kWOOdIrwqjvAJICLJVwwY&amp;lipi=urn%3Ali%3Apage%3Ad_flagship3_search_srp_all%3BNQANRawnTb%2BRqelXOhMVyg%3D%3D" rel="nofollow" target="_blank">Connect with Megan on LinkedIn</a></li><li>Learn more about <a href="https://amperity.com/" rel="nofollow" target="_blank">Amperity</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Harnessing the Power of First-Party Data

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 TakeawaysIn order to help fast-growing businesses streamline their efforts, working with a team who strategically uses AI and automation for better customer service and efficiency is key to scaling.Deep collaboration and discussion amongst leadership is one of the secrets to ongoing success.Having an evolutionary, adaptive mindset and culture around testing can prove to be one of the greatest marketing advantages in business.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:*(02:56) - The Trust Tree: Zuper’s evolutionary mindset*(07:10) - The Playbook: Carmen’s uncuttable budget items* (22:21) - The Dust Up: Carmen’s experience with company culture fit*(23:45) - Quick HitsSponsor: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 Ian on LinkedInConnect with Carmen on LinkedInLearn more about ZuperLearn more about Caspian Studios

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<ul><li>In order to help fast-growing businesses streamline their efforts, working with a team who strategically uses AI and automation for better customer service and efficiency is key to scaling.</li><li>Deep collaboration and discussion amongst leadership is one of the secrets to ongoing success.</li><li>Having an evolutionary, adaptive mindset and culture around testing can prove to be one of the greatest marketing advantages in business.</li></ul>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: *(02:56) - The Trust Tree: Zuper’s evolutionary mindset*(07:10) - The Playbook: Carmen’s uncuttable budget items* (22:21) - The Dust Up: Carmen’s experience with company culture fit*(23:45) - Quick HitsSponsor:Demand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/carmenlwilliams/" rel="nofollow" target="_blank">Connect with Carmen on LinkedIn</a></li><li>Learn more about <a href="https://www.zuper.co/" rel="nofollow" target="_blank">Zuper</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

The Evolutionary Marketing Advantage

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 TakeawaysGrowth lies in the ability to connect with customers on their own terms, espeically in a market defined by segmentation and intense competition.Growth in a segmented and competitive market necessitates the adoption of a test-and-learn mindset, coupled with a proactive pursuit of cutting-edge tools and methodologies.Strategic employment of data should be utilized to customize content that resonates with distinct buying personas.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:* (03:02) - The Trust Tree: How Talroo uses segmentation &amp; experimentation* (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 HitsSponsor: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 Ian on LinkedInConnect with Martha on LinkedInLearn more about TalrooLearn more about Caspian Studios

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<ul><li>Growth lies in the ability to connect with customers on their own terms, espeically in a market defined by segmentation and intense competition.</li><li>Growth in a segmented and competitive market necessitates the adoption of a test-and-learn mindset, coupled with a proactive pursuit of cutting-edge tools and methodologies.</li><li>Strategic employment of data should be utilized to customize content that resonates with distinct buying personas.</li></ul>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: * (03:02) - The Trust Tree: How Talroo uses segmentation &amp; experimentation* (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 HitsSponsor:Demand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links:<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/maviles/" rel="nofollow" target="_blank">Connect with Martha on LinkedIn</a></li><li>Learn more about <a href="https://www.talroo.com/" rel="nofollow" target="_blank">Talroo</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

The Power of Segmentation and Experimentation in Saturated Markets

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:For any product marketer, market insights, customer insights, and competitive insights are indispensable tactics that cannot be overlooked.In order to achieve product marketing success, it is imperative to build robust strategic relationships with a diverse range of teams, including sales, customer service, demand generation, and paid marketing.Effectively communicating differentiation on a company's website and during sales discussions is an essential component for distinguishing oneself in an oversaturated market.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 HitsSponsor: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.LinksConnect with Ian on LinkedInConnect with Priya on LinkedInLearn more about Momentive.aiLearn more about Caspian Studios

Priya Gill, VP of Product Marketing, shares how <a href="http://Momentive.ai" rel="nofollow" target="_blank">Momentive.ai</a> 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:<ul><li>For any product marketer, market insights, customer insights, and competitive insights are indispensable tactics that cannot be overlooked.</li><li>In order to achieve product marketing success, it is imperative to build robust strategic relationships with a diverse range of teams, including sales, customer service, demand generation, and paid marketing.</li><li>Effectively communicating differentiation on a company's website and during sales discussions is an essential component for distinguishing oneself in an oversaturated market.</li></ul>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 HitsSponsor:Demand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/priya-gill-56774020/" rel="nofollow" target="_blank">Connect with Priya on LinkedIn</a></li><li>Learn more about <a href="https://www.momentive.ai/en/" rel="nofollow" target="_blank">Momentive.ai</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Utilizing Data Insights for Product Marketing Success

CMOs and demand gen leaders dive head-first into their strategies and tactics for building a demand gen machine.

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 TakeawaysAdvice for prioritizing tensions between PLG and SLG teams with a customer-centric approach.Tips for approaching large enterprise accounts with different personas by telling a value story with examples highlighting how using Calendly benefits the entire organization.Calendly's latest product launch designed to enhance the relationship between sales and marketing teams.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:* (00:00) - Meet Jessica Gilmartin, CMO of Calendly* (03:00) - Jessica’s experience with PLG + SLG hybrid approaches* (05:30) - Transitioning from a PLG-focused company to partnering with enterprises* (10:30) - What CMOs need to be a successful PLG + SLG hybrid* (10:30) - Jessica’s uncuttable budget items* (24:00) - How to approach large accounts with different personas* (26:00) - Defining success for each channel * (31:00) - Calendly’s new product announcement* (37:30) - Quick HitsSponsor: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.

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<ul><li>Advice for prioritizing tensions between PLG and SLG teams with a customer-centric approach.</li><li>Tips for approaching large enterprise accounts with different personas by telling a value story with examples highlighting how using Calendly benefits the entire organization.</li><li>Calendly's latest product launch designed to enhance the relationship between sales and marketing teams.</li></ul>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: * (00:00) - Meet Jessica Gilmartin, CMO of Calendly * (03:00) - Jessica’s experience with PLG + SLG hybrid approaches * (05:30) - Transitioning from a PLG-focused company to partnering with enterprises * (10:30) - What CMOs need to be a successful PLG + SLG hybrid * (10:30) - Jessica’s uncuttable budget items * (24:00) - How to approach large accounts with different personas * (26:00) - Defining success for each channel  * (31:00) - Calendly’s new product announcement * (37:30) - Quick HitsSponsor:Demand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.

Elevating Your Value Story at a PLG Company

In this episode, Grant Johnson, CMO at Billtrust, shares insights on prioritizing ROI and tailoring your marketing mix. Additionally, the episode explores Grant's marketing strategy and how he incorporates investing in new and untested tools and strategies into his overall approach. It is a valuable listen for anyone looking to improve their marketing strategy and gain insight into how to maximize ROI.Key TakeawaysModel out your marketing investments by considering factors such as audience demographics, personas, and methodology. It is critical to have a projected ROI of at least 3 to 1, and ideally, 10 to 1, to ensure the success of any marketing effort. It's essential to regularly evaluate your marketing tech stack and tools to ensure that they remain effective and relevant in the constantly evolving marketing landscape.Quote: “You have to commit. You can't declare [a tool or strategy] unsuccessful if you haven't given it a chance and tried a few tweaks and after a certain period of time, you don't hit your head against the wall – you let it go.”Episode Timestamps:* (02:00) - Meet Grant Johnson, CMO of Billtrust* (014:00) - The Playbook: Grant’s marketing strategies* (21:00) - Why your website is essential * (32:00) - Quick HitsSponsor: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.LinksConnect with Ian on LinkedInConnect with Grant on LinkedInLearn more about BilltrustLearn more about Caspian Studios

In this episode, Grant Johnson, CMO at Billtrust, shares insights on prioritizing ROI and tailoring your marketing mix. Additionally, the episode explores Grant's marketing strategy and how he incorporates investing in new and untested tools and strategies into his overall approach. It is a valuable listen for anyone looking to improve their marketing strategy and gain insight into how to maximize ROI.Key Takeaways<ul><li>Model out your marketing investments by considering factors such as audience demographics, personas, and methodology. </li><li>It is critical to have a projected ROI of at least 3 to 1, and ideally, 10 to 1, to ensure the success of any marketing effort. </li><li>It's essential to regularly evaluate your marketing tech stack and tools to ensure that they remain effective and relevant in the constantly evolving marketing landscape.</li></ul>Quote: “You have to commit. You can't declare [a tool or strategy] unsuccessful if you haven't given it a chance and tried a few tweaks and after a certain period of time, you don't hit your head against the wall – you let it go.”Episode Timestamps: * (02:00) - Meet Grant Johnson, CMO of Billtrust* (014:00) - The Playbook: Grant’s marketing strategies* (21:00) - Why your website is essential * (32:00) - Quick HitsSponsor:Demand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/grantejohnson/" rel="nofollow" target="_blank">Connect with Grant on LinkedIn</a></li><li>Learn more about <a href="https://www.billtrust.com/" rel="nofollow" target="_blank">Billtrust</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Optimizing ROI with the Right Marketing Mix

This episode features a conversation with Kevin Tate, the CMO at Clearbit. With extensive experience in enterprise SaaS, eCommerce, digital marketing, and social media, Kevin offers valuable insights on the shifting economics of demand generation driven by changes in the market. He also emphasizes the significance of timing in brand awareness building, highlighting its pivotal role in today's business landscape.Key Takeaways:Optimizing inbound motion has become a big focus area in the new economy for CMOs.The economics of demand generation is changing, with more tire kicking and fewer direct leads due to the market shift, but building awareness is still important.Mid-funnel content–content designed to nurture potential customers who may have interest but not the budget–is an uncuttable budget item for Kevin.Quote: “When things were really frothy, you could be more sure that someone who came across your content ad on Facebook or Instagram might be in the market. Now, it's less likely that they're ready to buy but it's just as important as a brand to be building awareness so that you're top of mind when the time is right.”Episode Timestamps:* (01:30) - Meet Kevin Tate, CMO of Clearbit* (04:00) - Navigating changes in shifting markets* (15:00) - Kevin’s uncuttable budget items* (33:00) - How do you show ROI from mid-funnel content?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.LinksConnect with Ian on LinkedInConnect with Kevin on LinkedInLearn more about ClearbitLearn more about Caspian Studios

This episode features a conversation with Kevin Tate, the CMO at Clearbit. With extensive experience in enterprise SaaS, eCommerce, digital marketing, and social media, Kevin offers valuable insights on the shifting economics of demand generation driven by changes in the market. He also emphasizes the significance of timing in brand awareness building, highlighting its pivotal role in today's business landscape.Key Takeaways:<ul><li>Optimizing inbound motion has become a big focus area in the new economy for CMOs.</li><li>The economics of demand generation is changing, with more tire kicking and fewer direct leads due to the market shift, but building awareness is still important.</li><li>Mid-funnel content–content designed to nurture potential customers who may have interest but not the budget–is an uncuttable budget item for Kevin.</li></ul>Quote: “When things were really frothy, you could be more sure that someone who came across your content ad on Facebook or Instagram might be in the market. Now, it's less likely that they're ready to buy but it's just as important as a brand to be building awareness so that you're top of mind when the time is right.”Episode Timestamps:* (01:30) - Meet Kevin Tate, CMO of Clearbit* (04:00) - Navigating changes in shifting markets* (15:00) - Kevin’s uncuttable budget items* (33:00) - How do you show ROI from mid-funnel content?Sponsor:Demand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/kevin-tate/" rel="nofollow" target="_blank">Connect with Kevin on LinkedIn</a></li><li>Learn more about <a href="https://clearbit.com/" rel="nofollow" target="_blank">Clearbit</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Building Brand Awareness in Shifting Markets

In this episode, Gina Hortatsos, the CMO of LogicGate, discusses the importance of risk management as a strategic necessity and shares valuable insights into governance, risk, and compliance. She also offers expert advice on creating effective campaign maps that meet the needs and buying jobs of customers and prospects. Tune in to learn how to enhance your marketing strategy and navigate the ever-changing landscape of risk management.Key TakeawaysAlthough governance, risk, and compliance is not a new concept, there is a need for disruptive and cost-effective solutions for old problems.To compete with bigger and more established companies in the market, companies’ efforts need to be focused on creating integrated campaigns that provide prospects with content that serves their buying job.Companies need a platform that can help them automate, enhance and manage risk efficiently. Quote: "Category creation has been a very popular trend, but the reality is governance risk and compliance has been around for decades and it will continue in perpetuity because everybody needs to strategically manage risk.”Episode Timestamps:* (01:30) - Meet Gina Hortasos, CMO of LogicGate* (08:15) - The Trust Tree: Gina’s demand gen secrets* (26:50) - Gina’s uncuttable budget items* (34:45) - Gina’s cuttable budget items* (37:00) - The Dust-Up: How Gina handles healthy tension* (40:00) - Quick HitsSponsorDemand 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.LinksConnect with Ian on LinkedInConnect with Gina on LinkedInLearn more about LogicGateLearn more about Caspian Studios

In this episode, Gina Hortatsos, the CMO of LogicGate, discusses the importance of risk management as a strategic necessity and shares valuable insights into governance, risk, and compliance. She also offers expert advice on creating effective campaign maps that meet the needs and buying jobs of customers and prospects. Tune in to learn how to enhance your marketing strategy and navigate the ever-changing landscape of risk management.Key Takeaways<ul><li>Although governance, risk, and compliance is not a new concept, there is a need for disruptive and cost-effective solutions for old problems.</li><li>To compete with bigger and more established companies in the market, companies’ efforts need to be focused on creating integrated campaigns that provide prospects with content that serves their buying job.</li><li>Companies need a platform that can help them automate, enhance and manage risk efficiently. </li></ul>Quote: "Category creation has been a very popular trend, but the reality is governance risk and compliance has been around for decades and it will continue in perpetuity because everybody needs to strategically manage risk.”Episode Timestamps:* (01:30) - Meet Gina Hortasos, CMO of LogicGate* (08:15) - The Trust Tree: Gina’s demand gen secrets* (26:50) - Gina’s uncuttable budget items* (34:45) - Gina’s cuttable budget items* (37:00) - The Dust-Up: How Gina handles healthy tension* (40:00) - Quick HitsSponsorDemand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/ginahortatsos/" rel="nofollow" target="_blank">Connect with Gina on LinkedIn</a></li><li>Learn more about <a href="https://www.logicgate.com/" rel="nofollow" target="_blank">LogicGate</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Marketing Strategies to Navigate Risk, Governance, and Compliance

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, seven, &amp; eightEpisode Timestamps: *(02:00) Kevin Sellers, CMO, Ping Identity*(04:00) Melissa Sargeant, CMO, AlphaSense*(04:30) Esther Flammer, CMO, Wrike*(06:30) Liam Barnes, Head of Demand Gen, Bionic*(08:00) Eric Quanstrom, CMO, CIENCE Technologies*(11:50) Don Schuerman, CTO &amp; VP of Product Marketing, Pegasystems*(14:00) Michelle Huff, CMO, UserTesting*(16:00) Mandy McEwen, Founder, Mod Girl Marketing*(17:50) Madhukar Kumar, CMO, SingleStoreKey TakeawaysSimplification and focus on a single message or platform is a priority for many CMOs in 2023.Several CMOs say they believe in-person events can be a valuable way to connect clients and a crucial element of their marketing strategy. CMOs cited the web channel as a significant contributor to the pipeline over the years.Quotes“Rather than having multiple go-to-market kinds of motions, we're going to be singular-focused which will give us the ability to invest at the level we need to, but also keeps us simplified and focused on a single message or single platform.” - Kevin Sellers, CMO, Ping Identity“The website, the content team, and paid… those three key areas are what we're developing and focusing in on 2023 to bring new people into the pipeline.” - Melissa Sargeant, CMO, AlphaSense“Our constant need to optimize channels and to look at every single message and keyword—optimizations that we can potentially do within those inbound digital channels is a huge focus for us." - Esther Flammer, CMO, Wrike"Our field budget which is working with vendors… are the lowest volume but the highest converting for us because it's basically just ABM and sales." - Liam Barnes, Head of Demand Gen, Bionic“Some uncuttables are a lot of the positions that we've achieved on directories where our own clients are reviewing us and relating their firsthand experience of doing business with us to the rest of the world." - Eric Quanstrom, CMO, CIENCE Technologies“I think one of the best things I can do as a marketer is connecting one client with another client so that they can inform each other… some of that can only happen at a big in-person event where we can sit down in a tech pavilion or an expo and see the technology, but also talk to each other about how it can be used." - Don Schuerman, CTO &amp; VP of Product Marketing, Pegasystems“​​Our web channel is definitely a huge contributor to pipeline over the years." - Michelle Huff, CMO, UserTesting“If you are in B2B, your target market is on LinkedIn and it's only getting bigger and bigger...if you're not on LinkedIn and you're in B2B, you're missing out on a massive opportunity." - Mandy McEwen, Founder, Mod Girl Marketing“Our first unctuabble item is events and hybrid events too–webinars and such. There are ways to do that in a very economic fashion." - Madhukar Kumar, CMO, SingleStoreSponsorDemand 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.LinksFollow Ian on TwitterConnect with Ian on LinkedInCaspian Studios

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 <a href="https://www.qualified.com/podcast-demand-gen-visionaries/part-1-top-24-cmos-share-their-uncuttable-demand-gen-budget-items" rel="nofollow" target="_blank">one</a>, <a href="https://www.qualified.com/podcast-demand-gen-visionaries/part-2-top-24-cmos-share-their-uncuttable-demand-gen-budget-items" rel="nofollow" target="_blank">two</a>, <a href="https://www.qualified.com/podcast-demand-gen-visionaries/part-3-top-cmos-share-their-uncuttable-demand-gen-budget-items" rel="nofollow" target="_blank">three</a>, <a href="https://www.qualified.com/podcast-demand-gen-visionaries/part-4-top-cmos-share-their-uncuttable-demand-gen-budget-items-copy" rel="nofollow" target="_blank">four</a>, <a href="https://www.qualified.com/podcast-demand-gen-visionaries/part-5-top-cmos-share-their-uncuttable-demand-gen-budget-items" rel="nofollow" target="_blank">five</a>, <a href="https://www.demandgenvisionaries.com/episode/top-cmos-share-their-most-uncuttable-demand-gen-budget-items" rel="nofollow" target="_blank">six</a>, <a href="https://www.demandgenvisionaries.com/episode/part-7-top-marketing-leaders-share-their-most-uncuttable-demand-gen-budget-items" rel="nofollow" target="_blank">seven</a>, &amp; <a href="https://www.demandgenvisionaries.com/episode/part-8-top-marketing-leaders-share-their-most-uncuttable-demand-gen-budget-items" rel="nofollow" target="_blank">eight</a>Episode Timestamps: *(02:00) Kevin Sellers, CMO, Ping Identity*(04:00) Melissa Sargeant, CMO, AlphaSense*(04:30) Esther Flammer, CMO, Wrike*(06:30) Liam Barnes, Head of Demand Gen, Bionic*(08:00) Eric Quanstrom, CMO, CIENCE Technologies*(11:50) Don Schuerman, CTO &amp; VP of Product Marketing, Pegasystems*(14:00) Michelle Huff, CMO, UserTesting*(16:00) Mandy McEwen, Founder, Mod Girl Marketing*(17:50) Madhukar Kumar, CMO, SingleStoreKey Takeaways<ul><li>Simplification and focus on a single message or platform is a priority for many CMOs in 2023.</li><li>Several CMOs say they believe in-person events can be a valuable way to connect clients and a crucial element of their marketing strategy.</li><li> CMOs cited the web channel as a significant contributor to the pipeline over the years.</li></ul>Quotes“Rather than having multiple go-to-market kinds of motions, we're going to be singular-focused which will give us the ability to invest at the level we need to, but also keeps us simplified and focused on a single message or single platform.” - Kevin Sellers, CMO, Ping Identity“The website, the content team, and paid… those three key areas are what we're developing and focusing in on 2023 to bring new people into the pipeline.” - Melissa Sargeant, CMO, AlphaSense“Our constant need to optimize channels and to look at every single message and keyword—optimizations that we can potentially do within those inbound digital channels is a huge focus for us." - Esther Flammer, CMO, Wrike"Our field budget which is working with vendors… are the lowest volume but the highest converting for us because it's basically just ABM and sales." - Liam Barnes, Head of Demand Gen, Bionic“Some uncuttables are a lot of the positions that we've achieved on directories where our own clients are reviewing us and relating their firsthand experience of doing business with us to the rest of the world." - Eric Quanstrom, CMO, CIENCE Technologies“I think one of the best things I can do as a marketer is connecting one client with another client so that they can inform each other… some of that can only happen at a big in-person event where we can sit down in a tech pavilion or an expo and see the technology, but also talk to each other about how it can be used." - Don Schuerman, CTO &amp; VP of Product Marketing, Pegasystems“​​Our web channel is definitely a huge contributor to pipeline over the years." - Michelle Huff, CMO, UserTesting“If you are in B2B, your target market is on LinkedIn and it's only getting bigger and bigger...if you're not on LinkedIn and you're in B2B, you're missing out on a massive opportunity." - Mandy McEwen, Founder, Mod Girl Marketing“Our first unctuabble item is events and hybrid events too–webinars and such. There are ways to do that in a very economic fashion." - Madhukar Kumar, CMO, SingleStoreSponsorDemand Gen Visionaries is brought to you by <a href="https://www.qualified.com/" rel="nofollow" target="_blank">Qualified.com</a>, 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 <a href="https://www.qualified.com/" rel="nofollow" target="_blank">Qualified.com</a> to learn more.Links<ul><li><a href="https://twitter.com/ianfaison?lang=en" rel="nofollow" target="_blank">Follow Ian on Twitter</a></li><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="http://www.caspianstudios.com" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Part 9: Top Marketing Leaders Share Their Most Uncuttable Demand Gen Budget Items

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:To implement a successful PLG strategy, companies should focus on creating a product that is easy to try, adopt, and use. They should also measure product usage and customer behavior to identify areas for improvement and opportunities for growth.Common misconceptions about PLG include thinking that it only works for certain types of products or industries, or that it requires a freemium pricing model.In the future, PLG is likely to become even more important as companies continue to move to the cloud and as customers demand products that are easy to use and deliver value quickly. 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 HitsSponsor: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.LinksConnect with Ian on LinkedInConnect with Madhukar on LinkedInLearn more about SingleStoreLearn more about Caspian Studios

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:<ul><li>To implement a successful PLG strategy, companies should focus on creating a product that is easy to try, adopt, and use. They should also measure product usage and customer behavior to identify areas for improvement and opportunities for growth.</li><li>Common misconceptions about PLG include thinking that it only works for certain types of products or industries, or that it requires a freemium pricing model.</li><li>In the future, PLG is likely to become even more important as companies continue to move to the cloud and as customers demand products that are easy to use and deliver value quickly. </li></ul>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 HitsSponsor:Demand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/madhukarkumar/" rel="nofollow" target="_blank">Connect with Madhukar on LinkedIn</a></li><li>Learn more about <a href="https://www.singlestore.com/" rel="nofollow" target="_blank">SingleStore</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Unlocking the Power of Product Led Growth Marketing

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 TakeawaysThe biggest mistake 99% of LinkedIn users make is not optimizing their profile.Use Sales Navigator to find people who are actively using LinkedIn and engage with them.Cold outreach should be personalized and tailored to the exact type of person you're reaching out to.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 &amp; Luminetics* (04:26) - The Trust Tree: Structure at UserTesting* (08:07) - The Playbook: LinkedIn strategies for companies and individuals* (37:48) - The Dust Up: Healthy tension and how Michelle overcomes it* (38:50) - Quick Hits SponsorDemand 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.LinksConnect with Ian on LinkedInConnect with Mandy on LinkedInLearn more about Mod Girl Marketing &amp; LumineticsLearn more about Caspian Studios

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<ul><li>The biggest mistake 99% of LinkedIn users make is not optimizing their profile.</li><li>Use Sales Navigator to find people who are actively using LinkedIn and engage with them.</li><li>Cold outreach should be personalized and tailored to the exact type of person you're reaching out to.</li></ul>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 &amp; Luminetics * (04:26) - The Trust Tree: Structure at UserTesting * (08:07) - The Playbook: LinkedIn strategies for companies and individuals * (37:48) - The Dust Up: Healthy tension and how Michelle overcomes it * (38:50) - Quick Hits SponsorDemand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/mandymcewen/" rel="nofollow" target="_blank">Connect with Mandy on LinkedIn</a></li><li>Learn more about <a href="https://www.luminetics.io/" rel="nofollow" target="_blank">Mod Girl Marketing &amp; Luminetics</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

LinkedIn Strategies for Generating New Leads

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 TakeawaysThe success of demand generation and building pipelines requires close collaboration between the sales and marketing teams, especially in the SaaS industry.Relying on qualitative measures can lead to incorrect assumptions about data—however, as data becomes available and the market and solutions mature, a more accurate understanding of the situation can be gained.CMO is often perceived as one who needs to have all the answers, but the reality is that they are responsible for owning the decisions and driving the strategy, even if the ideas come from others. 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, UserTestingEpisode Timestamps* (01:31) - Meet Michelle Huff, CMO at UserTesting* (04:36) - The Trust Tree: Structure at UserTesting* (12:49) - The Playbook: Demand gen strategies for a sales-driven company* (30:33) - The Dust Up: Healthy tension and how Michelle overcomes it* (31:43) - Quick Hits SponsorDemand 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.LinksConnect with Ian on LinkedInConnect with Michelle on LinkedInLearn more about UserTestingCreate your own B2B podcast with Caspian Studios

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<ul><li>The success of demand generation and building pipelines requires close collaboration between the sales and marketing teams, especially in the SaaS industry.</li><li>Relying on qualitative measures can lead to incorrect assumptions about data—however, as data becomes available and the market and solutions mature, a more accurate understanding of the situation can be gained.</li><li>CMO is often perceived as one who needs to have all the answers, but the reality is that they are responsible for owning the decisions and driving the strategy, even if the ideas come from others. </li></ul>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, UserTestingEpisode Timestamps* (01:31) - Meet Michelle Huff, CMO at UserTesting * (04:36) - The Trust Tree: Structure at UserTesting * (12:49) - The Playbook: Demand gen strategies for a sales-driven company * (30:33) - The Dust Up: Healthy tension and how Michelle overcomes it * (31:43) - Quick Hits SponsorDemand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/michellehuff/" rel="nofollow" target="_blank">Connect with Michelle on LinkedIn</a></li><li>Learn more about <a href="http://www.usertesting.com/" rel="nofollow" target="_blank">UserTesting</a></li><li>Create your own B2B podcast with <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Digital Demand Gen Success in a Sales-Driven Organization

In a competitive digital world where attention spans are short and businesses are looking to build relationships with their customers, high-touch strategies have been shown to increase loyalty and lifetime value. In this episode, we talk with Don Schuerman, the CTO &amp; VP of Product Marketing at Pegasystems—an organization that has built relationships with the world’s leading brands—so that you can learn tips from the experts and apply it to your strategy too. Plus, you’ll hear insights into digital marketing strategies that activate vs. generate excess content, and much more.Key TakeawaysTrue customer intimacy is hugely important and can only be achieved through frequent interactions. Events are back but people are no longer focused on entertaining experiences. Instead, they’re looking for effective outcomes in the form of learning, training, or collaboration.Measuring engagement with a holistic lens reminds marketers that it's not about getting clicks on the website—it's getting converts.Quotes:“That [high] level of customer intimacy and understanding is essential, especially from marketers in technology and enterprise technology where it's not enough to have a strong message and vision. You also have to continuously make that relevant to your customer and audience.”“Measuring engagement across a holistic lens helps me as a marketer remind our broader team that it's not just our job to get a bunch of people clicking on the website—it's actually getting that website to convert.”“Most organizations generate plenty of content—probably too much content. Really, what you really have is an activation problem. Can you effectively activate the content?”Episode Timestamps:* (01:41) - Don’s unique role as CTO &amp; VP of Product Marketing at Pegasystems * (06:50) - Segment: The Trust Tree* (12:09) - Looking at engagement holistically * (19:40) - Segment: The Playbook* (28:24) - Segment: The Dust Up* (31:23) - Segment: Quick HitsSponsor: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.LinksConnect with Ian on LinkedInFollow Don on LinkedInLearn more about PegasystemsLearn more about Caspian Studios

In a competitive digital world where attention spans are short and businesses are looking to build relationships with their customers, high-touch strategies have been shown to increase loyalty and lifetime value. In this episode, we talk with Don Schuerman, the CTO &amp; VP of Product Marketing at Pegasystems—an organization that has built relationships with the world’s leading brands—so that you can learn tips from the experts and apply it to your strategy too. Plus, you’ll hear insights into digital marketing strategies that activate vs. generate excess content, and much more.Key Takeaways<ul><li>True customer intimacy is hugely important and can only be achieved through frequent interactions. </li><li>Events are back but people are no longer focused on entertaining experiences. Instead, they’re looking for effective outcomes in the form of learning, training, or collaboration.</li><li>Measuring engagement with a holistic lens reminds marketers that it's not about getting clicks on the website—it's getting converts.</li></ul>Quotes:“That [high] level of customer intimacy and understanding is essential, especially from marketers in technology and enterprise technology where it's not enough to have a strong message and vision. You also have to continuously make that relevant to your customer and audience.”“Measuring engagement across a holistic lens helps me as a marketer remind our broader team that it's not just our job to get a bunch of people clicking on the website—it's actually getting that website to convert.”“Most organizations generate plenty of content—probably too much content. Really, what you really have is an activation problem. Can you effectively activate the content?”Episode Timestamps:* (01:41) - Don’s unique role as CTO &amp; VP of Product Marketing at Pegasystems  * (06:50) - Segment: The Trust Tree * (12:09) - Looking at engagement holistically  * (19:40) - Segment: The Playbook * (28:24) - Segment: The Dust Up * (31:23) - Segment: Quick HitsSponsor:Demand Gen Visionaries is brought to you by<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/joelyurton/" rel="nofollow" target="_blank">Follow Don on LinkedIn</a></li><li>Learn more about <a href="http://www.pega.com/" rel="nofollow" target="_blank">Pegasystems</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

Activation-Based Strategies for the Digital Marketer

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 &amp; 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 TakeawaysThe analyst relations function is an important strategic function for the B2B marketer.Analyst relations allow CMOs to differentiate their portfolio by raising awareness and providing knowledge.Having a relationship with the right analysts can help executives to get the information they need or to get urgent critical questions answered quickly.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 &amp; 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.LinksConnect with Ian on LinkedInFollow Joely Urton on LinkedInFollow Lauren Vaccarello on LinkedInLearn more about SplunkLearn more about SalesloftLearn more about Caspian Studios

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 &amp; 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<ul><li>The analyst relations function is an important strategic function for the B2B marketer.</li><li>Analyst relations allow CMOs to differentiate their portfolio by raising awareness and providing knowledge.</li><li>Having a relationship with the right analysts can help executives to get the information they need or to get urgent critical questions answered quickly.</li></ul>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 &amp; 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a>, 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<a href="https://www.qualified.com/" rel="nofollow" target="_blank"> Qualified.com</a> to learn more.Links<ul><li><a href="https://www.linkedin.com/in/ianfaison/" rel="nofollow" target="_blank">Connect with Ian on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/joelyurton/" rel="nofollow" target="_blank">Follow Joely Urton on LinkedIn</a></li><li><a href="https://www.linkedin.com/in/laurenvaccarello/" rel="nofollow" target="_blank">Follow Lauren Vaccarello on LinkedIn</a></li><li>Learn more about <a href="http://www.splunk.com/" rel="nofollow" target="_blank">Splunk</a></li><li>Learn more about <a href="https://salesloft.com/" rel="nofollow" target="_blank">Salesloft</a></li><li>Learn more about <a href="https://caspianstudios.com/" rel="nofollow" target="_blank">Caspian Studios</a></li></ul>

How CMOs Can Leverage Analyst Relations To Drive Growth

Pipeline Visionaries

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