Jen Allen Knuth, Community Growth at Lavender, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the power of community in marketing and sales. Jen shares her hot take on the current trend of creating communities just for the sake of having one, emphasizing the importance of listening and observing to identify unmet needs. She also highlights the role of community in creating a safe space for learning and support. Jen reflects on her transition from sales to marketing and emphasizes the need for sales and marketing to work together to open conversations and create curiosity. She shares insights into Lavender's go-to-market strategy, which includes a focus on events and community-led growth. Jen also discusses the use of AI in marketing and sales, emphasizing the importance of a human-first approach and responsible use of technology.Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Jen Allen-Knuth on LinkedIn: https://www.linkedin.com/in/demandjen1/Check out Lavender: https://www.lavender.ai/Follow Will Aitken: https://www.linkedin.com/in/justwillaitken/Watch Sales Feed: https://www.youtube.com/c/salesfeedtubeFollow Todd Clouser: https://www.linkedin.com/in/toddclouser/Follow Chelsea Castle: https://www.linkedin.com/in/chelseacastle/Follow Will Allred: https://www.linkedin.com/in/williamallred/Follow Will Balance: https://www.linkedin.com/in/wmb1/Check out GTM Partners: https://gtmpartners.com/Check out: SDR Leader: https://www.sdrleader.com/Follow Sam Nelson: https://www.linkedin.com/in/realsamnelson/Check out Refine Labs: https://www.refinelabs.com/Follow Travis Tyler: https://www.linkedin.com/in/travis-scott-tyler/Check out PandaDoc: https://www.pandadoc.com/Check out Salesbricks: https://www.salesbricks.com/For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/Timestamps: 0:00:00 Introduction to the episode and guest, Jen Allen-Knuth0:01:19 Discussion on the buzzword of "community" in marketing0:03:50 Defining what community means at Lavender0:06:35 Insights from transitioning from sales to marketing0:07:33 Importance of understanding prospects' conversations and needs0:09:18 Sales' shift towards engaging in communities and dark social0:12:02 Lavender's go-to-market strategy and the power of community0:15:19 Metrics used to measure the success of marketing strategies0:19:35 The effectiveness of events and self-reported attribution0:22:41 No major marketing failures, but emphasis on talent and creativity0:25:56 Excitement for the future of AI in marketing0:28:52 Advice to be more fun and creative in marketing0:30:06 Where to follow JenDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Jen Allen Knuth, Community Growth at Lavender, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the power of community in marketing and sales. Jen shares her hot take on the current trend of creating communities just for the sake of having one, emphasizing the importance of listening and observing to identify unmet needs. She also highlights the role of community in creating a safe space for learning and support. Jen reflects on her transition from sales to marketing and emphasizes the need for sales and marketing to work together to open conversations and create curiosity. She shares insights into Lavender's go-to-market strategy, which includes a focus on events and community-led growth. Jen also discusses the use of AI in marketing and sales, emphasizing the importance of a human-first approach and responsible use of technology.<h2>Episode Links:</h2>Follow Tara Robertson on LinkedIn: <a href="https://www.linkedin.com/in/taraarobertson/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson/</a>Follow Jen Allen-Knuth on LinkedIn: <a href="https://www.linkedin.com/in/demandjen1/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/demandjen1/</a>Check out Lavender: <a href="https://www.lavender.ai/" rel="noopener noreferrer nofollow" target="_blank">https://www.lavender.ai/</a>Follow Will Aitken: <a href="https://www.linkedin.com/in/justwillaitken/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/justwillaitken/</a>Watch Sales Feed: <a href="https://www.youtube.com/c/salesfeedtube" rel="noopener noreferrer nofollow" target="_blank">https://www.youtube.com/c/salesfeedtube</a>Follow Todd Clouser: <a href="https://www.linkedin.com/in/toddclouser/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/toddclouser/</a>Follow Chelsea Castle: <a href="https://www.linkedin.com/in/chelseacastle/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/chelseacastle/</a>Follow Will Allred: <a href="https://www.linkedin.com/in/williamallred/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/williamallred/</a>Follow Will Balance: <a href="https://www.linkedin.com/in/wmb1/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/wmb1/</a>Check out GTM Partners: <a href="https://gtmpartners.com/" rel="noopener noreferrer nofollow" target="_blank">https://gtmpartners.com/</a>Check out: SDR Leader: <a href="https://www.sdrleader.com/" rel="noopener noreferrer nofollow" target="_blank">https://www.sdrleader.com/</a>Follow Sam Nelson: <a href="https://www.linkedin.com/in/realsamnelson/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/realsamnelson/</a>Check out Refine Labs: <a href="https://www.refinelabs.com/" rel="noopener noreferrer nofollow" target="_blank">https://www.refinelabs.com/</a>Follow Travis Tyler: <a href="https://www.linkedin.com/in/travis-scott-tyler/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/travis-scott-tyler/</a>Check out PandaDoc: <a href="https://www.pandadoc.com/" rel="noopener noreferrer nofollow" target="_blank">https://www.pandadoc.com/</a>Check out Salesbricks: <a href="https://www.salesbricks.com/" rel="noopener noreferrer nofollow" target="_blank">https://www.salesbricks.com/</a> For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: <a href="https://www.chilipiper.com/email-signup" rel="noopener noreferrer nofollow" target="_blank">https://www.chilipiper.com/email-signup</a>🌶️ Check us out on LinkedIn: <a href="https://www.linkedin.com/company/chilipiper/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/company/chilipiper/</a> <h2>Timestamps: </h2>0:00:00 Introduction to the episode and guest, Jen Allen-Knuth0:01:19 Discussion on the buzzword of "community" in marketing0:03:50 Defining what community means at Lavender0:06:35 Insights from transitioning from sales to marketing0:07:33 Importance of understanding prospects' conversations and needs0:09:18 Sales' shift towards engaging in communities and dark social0:12:02 Lavender's go-to-market strategy and the power of community0:15:19 Metrics used to measure the success of marketing strategies0:19:35 The effectiveness of events and self-reported attribution0:22:41 No major marketing failures, but emphasis on talent and creativity0:25:56 Excitement for the future of AI in marketing0:28:52 Advice to be more fun and creative in marketing0:30:06 Where to follow Jen Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

How GTM Teams Should Be Using AI with Jen Allen-Knuth from Lavender.ai

Jodi Cerretani

Jodi Cerretani, VP of Revenue Marketing at RollWorks, challenges the notion that the MQL is dead. She believes that the MQL is still important and that marketers have an obligation to drive higher quality MQLs with a Fit-focused approach. Jodi shares how her team defines MQLs and the signals they use to pass leads to sales. She also discusses the importance of expanding the number and categories of signals used at the top of the funnel. Jodi emphasizes the need for marketers to be efficient and drive results that align with sales. She shares how her team is cutting back on large conferences and focusing on smaller, more targeted engagements.Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Jodi Cerretani on LinkedIn: https://www.linkedin.com/in/jodicerretani/Checkout RollWorks: https://www.rollworks.com/Checkout Bombora: https://bombora.com/Checkout G2: https://www.g2.com/Read RollWorks blog: https://www.rollworks.com/resources/blogFor even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/Timestamps: 0:00:00 Introduction to the episode and guest, Jodi Cerretani0:01:20 Jodi's disagreement with the idea that MQLs are dead0:02:41 Jodi's definition of MQLs0:04:40 The scoring and account targeting process at RollWorks0:08:17 The different signals and categories of signals used at the top of the funnel0:10:43 The upcoming launch of the "Hot Contacts" capability0:12:15 Challenges faced in hitting targets and adjusting MQL definitions0:15:42 The impact of COVID-19 on marketing strategies and programs0:19:25 The metrics covered in weekly business reviews0:23:22 The role of marketing operations in dashboard setup and reporting0:25:02 The focus on efficiency and the reduction of testing budgets0:26:08 The shift away from large conferences and towards smaller engagements0:28:13 The importance of complete and accurate data for effective marketing0:30:05 The excitement for the transformation of marketing towards efficiency0:32:56 The value of learning from practitioners and peer-to-peer engagements0:35:33 The power of the "Hot Contacts" capability for unlocking demand0:38:29 The use of gifting and summarized takeaways for virtual events0:40:48 The anticipation of marketing's role in strategic conversations0:46:42 The under-the-radar game changer of "Hot Contacts"0:49:14 Where to find more about Jodi and RollWorks' contentDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Jodi Cerretani, VP of Revenue Marketing at RollWorks, challenges the notion that the MQL is dead. She believes that the MQL is still important and that marketers have an obligation to drive higher quality MQLs with a Fit-focused approach. Jodi shares how her team defines MQLs and the signals they use to pass leads to sales. She also discusses the importance of expanding the number and categories of signals used at the top of the funnel. Jodi emphasizes the need for marketers to be efficient and drive results that align with sales. She shares how her team is cutting back on large conferences and focusing on smaller, more targeted engagements.<h2>Episode Links:</h2>Follow Tara Robertson on LinkedIn: <a href="https://www.linkedin.com/in/taraarobertson/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson/</a>Follow Jodi Cerretani on LinkedIn: <a href="https://www.linkedin.com/in/jodicerretani/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/jodicerretani/</a>Checkout RollWorks: <a href="https://www.rollworks.com/" rel="noopener noreferrer nofollow" target="_blank">https://www.rollworks.com/</a>Checkout Bombora: <a href="https://bombora.com/" rel="noopener noreferrer nofollow" target="_blank">https://bombora.com/</a>Checkout G2: <a href="https://www.g2.com/" rel="noopener noreferrer nofollow" target="_blank">https://www.g2.com/</a>Read RollWorks blog: <a href="https://www.rollworks.com/resources/blog" rel="noopener noreferrer nofollow" target="_blank">https://www.rollworks.com/resources/blog</a>For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: <a href="https://www.chilipiper.com/email-signup" rel="noopener noreferrer nofollow" target="_blank">https://www.chilipiper.com/email-signup</a>🌶️ Check us out on LinkedIn: <a href="https://www.linkedin.com/company/chilipiper/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/company/chilipiper/</a><h2>Timestamps: </h2>0:00:00 Introduction to the episode and guest, Jodi Cerretani0:01:20 Jodi's disagreement with the idea that MQLs are dead0:02:41 Jodi's definition of MQLs0:04:40 The scoring and account targeting process at RollWorks0:08:17 The different signals and categories of signals used at the top of the funnel0:10:43 The upcoming launch of the "Hot Contacts" capability0:12:15 Challenges faced in hitting targets and adjusting MQL definitions0:15:42 The impact of COVID-19 on marketing strategies and programs0:19:25 The metrics covered in weekly business reviews0:23:22 The role of marketing operations in dashboard setup and reporting0:25:02 The focus on efficiency and the reduction of testing budgets0:26:08 The shift away from large conferences and towards smaller engagements0:28:13 The importance of complete and accurate data for effective marketing0:30:05 The excitement for the transformation of marketing towards efficiency0:32:56 The value of learning from practitioners and peer-to-peer engagements0:35:33 The power of the "Hot Contacts" capability for unlocking demand0:38:29 The use of gifting and summarized takeaways for virtual events0:40:48 The anticipation of marketing's role in strategic conversations0:46:42 The under-the-radar game changer of "Hot Contacts"0:49:14 Where to find more about Jodi and RollWorks' content Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

What You Need to Know Before Starting ABM with Jodi Cerretani from RollWorks

Alex Rynne

Alex Rynne, the leader of global content and social strategy for LinkedIn Marketing Solutions, joins Tara Robertson on Demand Gen Chat to discuss the power of creativity in B2B marketing. They debunk the myth that B2B marketing is boring and share insights from LinkedIn's research on the growing importance of creative campaigns in the B2B space. They also discuss the impact of thought leadership and emotional advertising on B2B buyers, as well as the importance of building relationships and nurturing leads through top-of-the-funnel content. Alex also shares her excitement about the upcoming Cannes Lions Festival of Creativity and LinkedIn's plans to host live broadcasts and release a State of B2B Marketing Report.Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Alex Rynne on LinkedIn: https://www.linkedin.com/in/alexandrarynne/Check out LinkedIn’s B2B Marketing tools: https://business.linkedin.com/marketing-solutionsFollow LinkedIn Collective: https://www.linkedin.com/showcase/linkedin-collective/Read the LinkedIn-Edelman B2B Thought Leadership Report: https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-reportCheck out the Cannes Lions International Festival of Creativity: https://www.canneslions.com/Read the Linkedin-Ipsos Research “The Global State of B2B Marketing”: https://business.linkedin.com/marketing-solutions/b2b-benchmarkWatch the LinkedIn Live at Cannes Lions 2022 featuring Emily Graham on Juneteenth: https://www.linkedin.com/events/juneteenth-thejourneytowardequi6942158723423354880/theater/Read the CMO Council report on Customer Lifetime Value: https://www.cmocouncil.org/about/media-center/press-releases/new-report-finds-opportunity-to-re-think-customer-lifetime-valueFollow Bozoma Saint John: https://www.linkedin.com/in/bozoma-saint-john-0305441/Read Bozma’s book “The Urgent Life”: https://www.amazon.com/Urgent-Life-Story-Love-Survival/dp/0593300173Read LinkedIn’s Marketing &amp; Advertising Blog: https://www.linkedin.com/business/marketing/blogFor even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/Timestamps: 0:00:00 Introduction to the episode and guest, Alex Rynee, from LinkedIn Marketing Solutions.0:02:06 B2B marketing leaders are recognizing the importance of creativity.0:03:08 Thought leadership and creativity are key differentiators in B2B marketing.0:05:41 Building a community and fostering relationships with influencers.0:08:00 Balancing brand spend and demand capture campaigns during economic downturns.0:10:02 The importance of thought leadership during economic downturns.0:11:28 Emotional advertising and its impact on B2B marketing.0:14:46 The Cannes Lions Festival of Creativity and LinkedIn's involvement.0:19:22 Measuring success of content and campaigns on LinkedIn.0:25:54 Unique ways LinkedIn's marketing team uses LinkedIn, such as LinkedIn Live.Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Alex Rynne, the leader of global content and social strategy for LinkedIn Marketing Solutions, joins Tara Robertson on Demand Gen Chat to discuss the power of creativity in B2B marketing. They debunk the myth that B2B marketing is boring and share insights from LinkedIn's research on the growing importance of creative campaigns in the B2B space. They also discuss the impact of thought leadership and emotional advertising on B2B buyers, as well as the importance of building relationships and nurturing leads through top-of-the-funnel content. Alex also shares her excitement about the upcoming Cannes Lions Festival of Creativity and LinkedIn's plans to host live broadcasts and release a State of B2B Marketing Report.<h2>Episode Links:</h2>Follow Tara Robertson on LinkedIn: <a href="https://www.linkedin.com/in/taraarobertson/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson/</a>Follow Alex Rynne on LinkedIn: <a href="https://www.linkedin.com/in/alexandrarynne/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/alexandrarynne/</a>Check out LinkedIn’s B2B Marketing tools: <a href="https://business.linkedin.com/marketing-solutions" rel="noopener noreferrer nofollow" target="_blank">https://business.linkedin.com/marketing-solutions</a>Follow LinkedIn Collective: <a href="https://www.linkedin.com/showcase/linkedin-collective/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/showcase/linkedin-collective/</a>Read the LinkedIn-Edelman B2B Thought Leadership Report: <a href="https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report" rel="noopener noreferrer nofollow" target="_blank">https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report</a>Check out the Cannes Lions International Festival of Creativity: <a href="https://www.canneslions.com/" rel="noopener noreferrer nofollow" target="_blank">https://www.canneslions.com/</a>Read the Linkedin-Ipsos Research “The Global State of B2B Marketing”: <a href="https://business.linkedin.com/marketing-solutions/b2b-benchmark" rel="noopener noreferrer nofollow" target="_blank">https://business.linkedin.com/marketing-solutions/b2b-benchmark</a>Watch the LinkedIn Live at Cannes Lions 2022 featuring Emily Graham on Juneteenth: <a href="https://www.linkedin.com/events/juneteenth-thejourneytowardequi6942158723423354880/theater/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/events/juneteenth-thejourneytowardequi6942158723423354880/theater/</a>Read the CMO Council report on Customer Lifetime Value: <a href="https://www.cmocouncil.org/about/media-center/press-releases/new-report-finds-opportunity-to-re-think-customer-lifetime-value" rel="noopener noreferrer nofollow" target="_blank">https://www.cmocouncil.org/about/media-center/press-releases/new-report-finds-opportunity-to-re-think-customer-lifetime-value</a>Follow Bozoma Saint John: <a href="https://www.linkedin.com/in/bozoma-saint-john-0305441/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/bozoma-saint-john-0305441/</a>Read Bozma’s book “The Urgent Life”: <a href="https://www.amazon.com/Urgent-Life-Story-Love-Survival/dp/0593300173" rel="noopener noreferrer nofollow" target="_blank">https://www.amazon.com/Urgent-Life-Story-Love-Survival/dp/0593300173</a>Read LinkedIn’s Marketing &amp; Advertising Blog: <a href="https://www.linkedin.com/business/marketing/blog" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/business/marketing/blog</a>For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: <a href="https://www.chilipiper.com/email-signup" rel="noopener noreferrer nofollow" target="_blank">https://www.chilipiper.com/email-signup</a>🌶️ Check us out on LinkedIn: <a href="https://www.linkedin.com/company/chilipiper/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/company/chilipiper/</a> <h2>Timestamps: </h2>0:00:00 Introduction to the episode and guest, Alex Rynee, from LinkedIn Marketing Solutions.0:02:06 B2B marketing leaders are recognizing the importance of creativity.0:03:08 Thought leadership and creativity are key differentiators in B2B marketing.0:05:41 Building a community and fostering relationships with influencers.0:08:00 Balancing brand spend and demand capture campaigns during economic downturns.0:10:02 The importance of thought leadership during economic downturns.0:11:28 Emotional advertising and its impact on B2B marketing.0:14:46 The Cannes Lions Festival of Creativity and LinkedIn's involvement.0:19:22 Measuring success of content and campaigns on LinkedIn.0:25:54 Unique ways LinkedIn's marketing team uses LinkedIn, such as LinkedIn Live. Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

How LinkedIn's Marketing Team Uses LinkedIn with Alex Rynne from LinkedIn

Emir Atli

In this episode of Demand Gen Chat, Emir Atlı, Co-Founder and CRO at HockeyStack joins Tara Robertson to talk about the amazing growth at HockeyStack has seen recently, mainly thanks to their LinkedIn presence. He shares how HockeyStack creates hype around their product by launching new features every two weeks and turning small additions into teasers. Emir also discusses how they turn customer feedback into marketing announcements and free products. In addition, Emir discusses his current focus on building a new media company called The Flow, where every hire is turned into a content piece, and how they are rebranding HockeyStack around the core message of easy and quick attribution.Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Emir Atli on LinkedIn: https://www.linkedin.com/in/emircatli/Check out HockeyStack: https://hockeystack.com/Check out The Flow: https://hockeystack.com/the-flowHockeyStack’s Y Combinator documentary: https://www.linkedin.com/posts/activity-7059533487497768962-YRqI?utm_source=share&amp;utm_medium=member_desktopFollow Justin Rowe: https://www.linkedin.com/in/justin-rowe-4043339b/Follow Dee: https://www.linkedin.com/in/paidthacosttobedaboss/Follow Canberk: https://www.linkedin.com/in/canberkbeker/Follow Mark: https://www.linkedin.com/in/mkosoglow/Check out Lavendar.ai: https://www.lavender.ai/Check out Navattic: https://www.navattic.com/Check out Clearbit: ​​https://clearbit.com/For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/Timestamps:  0:00:00 Introduction to the episode and Emir 0:00:26  Emir's take on marketing and how to be interesting.  0:01:52  The importance of creating hype and announcements for product launches.  0:02:58  Balancing marketing announcements with technical updates and feedback from customers.  0:04:05  Focus on the current quarter and how new hires will change day-to-day tasks.  0:04:36  Turning everything into a content piece and building a connection with the audience.  0:05:07  Focus on The Flow, a new media company, and building a dedicated show for the team.  0:06:12  Making every team member an expert in their own area and coming up with new categories of video series.  0:06:39  Rebranding the website and aligning sales, marketing, and customer success around a single message.  0:07:35  Core focus on attribution and getting as much data as possible to understand the customer journey.  0:09:42  Emir's role as a bridge between marketing and sales and advice on last touch tables and linear tables for content and ads.  0:10:14  The debate on software attribution versus software-based Attribution and the importance of doing both.  0:11:02  Looking at last touch before booking a demo and comparing closed deals with email touchpoints.  0:12:01  The use of a live demo for inbound leads and a fun template for high intent companies.  0:13:29  Plans for cold outbound and using the same list for LinkedIn and sales team with engagement metrics.  0:13:34  Building their own live demo for customization and highlighting features.  0:14:41  Experimenting with gated and ungated demos and how follow-up emails convert entrances into demo bookings.  0:15:17  Using LinkedIn for organic growth and connecting with related people to see posts.  0:16:25  Posting twice a day, being interesting, and connecting parts talked about into the product.  0:17:54  Meeting with people, sending DMs, and engaging with content led to growth on LinkedIn.  0:18:43  LinkedIn was the best channel for B2B, tried other channels but didn't work.  0:19:31  Using Facebook for retargeting purposes only and advertising simple posts from personal pages.  0:19:57  Testing ad creatives on personal pages before advertising and documenting tests in a Notion folder.  0:21:05  Documenting everything and sharing results with the team.  0:23:17  Creating playbooks from successful tests and connecting data to identify previous visits and visits after that.  0:24:09  Documenting internal meetings and creating content pieces for strategy and growth.  0:25:07  Hiring for initiative and trust, and focusing on LinkedIn for growth.  0:29:49  Hiring self-motivated remote workers and evaluating channels and budgets.  0:30:08  Focus shifting from SEO to LinkedIn due to complexity of product.  0:31:12  Difficulty of doing SEO for a new category like attribution.  0:32:06  Looking forward to launching a documentary and building out a media company.  0:33:13  Plans for partnerships with other companies.  0:34:11  Recommended marketers to follow.  0:34:48  Focus on tying together core channels to be everywhere the audience hangs out.  0:35:21  Emir mentions that the launch is going to be awesome.  0:35:23  Tara asks where the audience can find out more about Emir and follow him.  0:35:31  Emir suggests LinkedIn and The Flow's newsletter as places to follow him.  0:35:50  Conclusion of the episode and thanks for listening. Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In this episode of Demand Gen Chat, Emir Atlı, Co-Founder and CRO at HockeyStack joins Tara Robertson to talk about the amazing growth at HockeyStack has seen recently, mainly thanks to their LinkedIn presence. He shares how HockeyStack creates hype around their product by launching new features every two weeks and turning small additions into teasers. Emir also discusses how they turn customer feedback into marketing announcements and free products. In addition, Emir discusses his current focus on building a new media company called The Flow, where every hire is turned into a content piece, and how they are rebranding HockeyStack around the core message of easy and quick attribution.<h2>Episode Links:</h2>Follow Tara Robertson on LinkedIn: <a href="https://www.linkedin.com/in/taraarobertson/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson/</a>Follow Emir Atli on LinkedIn: <a href="https://www.linkedin.com/in/emircatli/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/emircatli/</a>Check out HockeyStack: <a href="https://hockeystack.com/" rel="noopener noreferrer nofollow" target="_blank">https://hockeystack.com/</a>Check out The Flow: <a href="https://hockeystack.com/the-flow" rel="noopener noreferrer nofollow" target="_blank">https://hockeystack.com/the-flow</a>HockeyStack’s Y Combinator documentary: <a href="https://www.linkedin.com/posts/activity-7059533487497768962-YRqI?utm_source=share&amp;utm_medium=member_desktop" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/posts/activity-7059533487497768962-YRqI?utm_source=share&amp;utm_medium=member_desktop</a>Follow Justin Rowe: <a href="https://www.linkedin.com/in/justin-rowe-4043339b/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/justin-rowe-4043339b/</a>Follow Dee: <a href="https://www.linkedin.com/in/paidthacosttobedaboss/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/paidthacosttobedaboss/</a>Follow Canberk: <a href="https://www.linkedin.com/in/canberkbeker/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/canberkbeker/</a>Follow Mark: <a href="https://www.linkedin.com/in/mkosoglow/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/mkosoglow/</a>Check out <a href="http://Lavendar.ai" rel="nofollow" target="_blank">Lavendar.ai</a>: <a href="https://www.lavender.ai/" rel="noopener noreferrer nofollow" target="_blank">https://www.lavender.ai/</a>Check out Navattic: <a href="https://www.navattic.com/" rel="noopener noreferrer nofollow" target="_blank">https://www.navattic.com/</a>Check out Clearbit: ​​<a href="https://clearbit.com/" rel="noopener noreferrer nofollow" target="_blank">https://clearbit.com/</a>For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: <a href="https://www.chilipiper.com/email-signup" rel="noopener noreferrer nofollow" target="_blank">https://www.chilipiper.com/email-signup</a>🌶️ Check us out on LinkedIn: <a href="https://www.linkedin.com/company/chilipiper/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/company/chilipiper/</a> <h2>Timestamps: </h2> 0:00:00 Introduction to the episode and Emir 0:00:26  Emir's take on marketing and how to be interesting.  0:01:52  The importance of creating hype and announcements for product launches.  0:02:58  Balancing marketing announcements with technical updates and feedback from customers.  0:04:05  Focus on the current quarter and how new hires will change day-to-day tasks.  0:04:36  Turning everything into a content piece and building a connection with the audience.  0:05:07  Focus on The Flow, a new media company, and building a dedicated show for the team.  0:06:12  Making every team member an expert in their own area and coming up with new categories of video series.  0:06:39  Rebranding the website and aligning sales, marketing, and customer success around a single message.  0:07:35  Core focus on attribution and getting as much data as possible to understand the customer journey.  0:09:42  Emir's role as a bridge between marketing and sales and advice on last touch tables and linear tables for content and ads.  0:10:14  The debate on software attribution versus software-based Attribution and the importance of doing both.  0:11:02  Looking at last touch before booking a demo and comparing closed deals with email touchpoints.  0:12:01  The use of a live demo for inbound leads and a fun template for high intent companies.  0:13:29  Plans for cold outbound and using the same list for LinkedIn and sales team with engagement metrics.  0:13:34  Building their own live demo for customization and highlighting features.  0:14:41  Experimenting with gated and ungated demos and how follow-up emails convert entrances into demo bookings.  0:15:17  Using LinkedIn for organic growth and connecting with related people to see posts.  0:16:25  Posting twice a day, being interesting, and connecting parts talked about into the product.  0:17:54  Meeting with people, sending DMs, and engaging with content led to growth on LinkedIn.  0:18:43  LinkedIn was the best channel for B2B, tried other channels but didn't work.  0:19:31  Using Facebook for retargeting purposes only and advertising simple posts from personal pages.  0:19:57  Testing ad creatives on personal pages before advertising and documenting tests in a Notion folder.  0:21:05  Documenting everything and sharing results with the team.  0:23:17  Creating playbooks from successful tests and connecting data to identify previous visits and visits after that.  0:24:09  Documenting internal meetings and creating content pieces for strategy and growth.  0:25:07  Hiring for initiative and trust, and focusing on LinkedIn for growth.  0:29:49  Hiring self-motivated remote workers and evaluating channels and budgets.  0:30:08  Focus shifting from SEO to LinkedIn due to complexity of product.  0:31:12  Difficulty of doing SEO for a new category like attribution.  0:32:06  Looking forward to launching a documentary and building out a media company.  0:33:13  Plans for partnerships with other companies.  0:34:11  Recommended marketers to follow.  0:34:48  Focus on tying together core channels to be everywhere the audience hangs out.  0:35:21  Emir mentions that the launch is going to be awesome.  0:35:23  Tara asks where the audience can find out more about Emir and follow him.  0:35:31  Emir suggests LinkedIn and The Flow's newsletter as places to follow him.  0:35:50  Conclusion of the episode and thanks for listening.  Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

How B2B Marketers Can Create Hype Cycles with Emir Atli from HockeyStack

Rosalyn Santa Elena

In this episode of Demand Gen Chat, Rosalyn Santa Elena, Founder and CRO at The RevOps Collective shares her insights on how working closely with RevOps can be key for marketers to succeed, especially in tough times. Rosalyn talks about the rise of revenue operations as a function and how it is being talked about more in a marketing sense. She recommends that revenue operations should support the entire customer lifecycle, from top of funnel through being a customer, driving customer success, renewals, growth, and post-sales. She also shares her thoughts on how companies can learn from their customers and feed that knowledge back into their demand gen engine.Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Rosalyn Santa Elena on LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/Check out The RevOps Collective: https://therevopscollective.com/Follow Udi Ledegor on LinkedIn: https://www.linkedin.com/in/udiledergor/Check out the Revenue Engine podcast: https://www.growthforum.io/podcasts/revenue-engineFor even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/0:00:00 Introduction and overview0:01:49 The rise of revenue operations (RevOps) as a function0:02:30 The structure of RevOps teams0:03:40 The importance of a holistic approach to the customer journey0:04:07 The shift in focus for marketers towards customer success0:05:15 The importance of learning from customer behavior0:06:20 The impact of Rev Ops on marketing0:07:17 The challenges of implementing Rev Ops0:08:47 The future of Rev Ops0:09:55 Summarizing RevOps0:11:14 Tracking key indicators for conversion0:12:15 Importance of defining the right ICP0:14:07 Focusing on what's working and pausing what's not0:15:03 The importance of constant analysis and A/B testing0:16:11 The role of RevOps in providing insights for pivoting quickly0:16:17 The importance of alignment and collaboration between RevOps and Marketing Ops0:17:48 The significance of having alignment across goals, strategy, and metrics 0:19:21 The value of leveraging Marketing Ops as a strategic partner0:20:15 The importance of sharing insights between RevOps and Marketing Ops0:21:19 Companies seeking strategic advice from Rev Ops experts0:21:37 The rise of RevOps as a strategic partner for marketing0:22:41 The challenge of aligning Marketing Ops and RevOps0:23:49 More alignment around RevOps and embracing it as a driver of revenue0:25:08 The excitement around social media and building brand presence0:26:12 Wrapping up

In this episode of Demand Gen Chat, Rosalyn Santa Elena, Founder and CRO at The RevOps Collective shares her insights on how working closely with RevOps can be key for marketers to succeed, especially in tough times. Rosalyn talks about the rise of revenue operations as a function and how it is being talked about more in a marketing sense. She recommends that revenue operations should support the entire customer lifecycle, from top of funnel through being a customer, driving customer success, renewals, growth, and post-sales. She also shares her thoughts on how companies can learn from their customers and feed that knowledge back into their demand gen engine.Episode Links:Follow Tara Robertson on LinkedIn: <a href="https://www.linkedin.com/in/taraarobertson/" rel="nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson/</a>Follow Rosalyn Santa Elena on LinkedIn: <a href="https://www.linkedin.com/in/rosalyn-santa-elena/" rel="nofollow" target="_blank">https://www.linkedin.com/in/rosalyn-santa-elena/</a>Check out The RevOps Collective: <a href="https://therevopscollective.com/" rel="nofollow" target="_blank">https://therevopscollective.com/</a>Follow Udi Ledegor on LinkedIn: <a href="https://www.linkedin.com/in/udiledergor/" rel="nofollow" target="_blank">https://www.linkedin.com/in/udiledergor/</a>Check out the Revenue Engine podcast: <a href="https://www.growthforum.io/podcasts/revenue-engine" rel="nofollow" target="_blank">https://www.growthforum.io/podcasts/revenue-engine</a>For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: <a href="https://www.chilipiper.com/email-signup" rel="nofollow" target="_blank">https://www.chilipiper.com/email-signup</a>🌶️ Check us out on LinkedIn: <a href="https://www.linkedin.com/company/chilipiper/" rel="nofollow" target="_blank">https://www.linkedin.com/company/chilipiper/</a> 0:00:00 Introduction and overview0:01:49 The rise of revenue operations (RevOps) as a function0:02:30 The structure of RevOps teams0:03:40 The importance of a holistic approach to the customer journey0:04:07 The shift in focus for marketers towards customer success0:05:15 The importance of learning from customer behavior0:06:20 The impact of Rev Ops on marketing0:07:17 The challenges of implementing Rev Ops0:08:47 The future of Rev Ops0:09:55 Summarizing RevOps0:11:14 Tracking key indicators for conversion0:12:15 Importance of defining the right ICP0:14:07 Focusing on what's working and pausing what's not0:15:03 The importance of constant analysis and A/B testing0:16:11 The role of RevOps in providing insights for pivoting quickly0:16:17 The importance of alignment and collaboration between RevOps and Marketing Ops0:17:48 The significance of having alignment across goals, strategy, and metrics 0:19:21 The value of leveraging Marketing Ops as a strategic partner0:20:15 The importance of sharing insights between RevOps and Marketing Ops0:21:19 Companies seeking strategic advice from Rev Ops experts0:21:37 The rise of RevOps as a strategic partner for marketing0:22:41 The challenge of aligning Marketing Ops and RevOps0:23:49 More alignment around RevOps and embracing it as a driver of revenue0:25:08 The excitement around social media and building brand presence0:26:12 Wrapping up

Partner with RevOps To Exceed Your Growth Targets with Rosalyn Santa Elena at The RevOps Collective

Amber Bogie from Reachdesk dives into the reality of B2B marketing and how it can be challenging during times when budgets and headcounts are tight. She believes that navigating these challenges can actually enhance marketers' skills, emphasizing the need for close collaboration with CFOs. Amber also discusses direct mail trends and an effective outbound play yielding 50% conversions to opportunity for her sales team. She highlights the importance of evaluation, even during times of growth, and addresses the challenge of aligning team members with different backgrounds on the significance of analytics.Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Amber Bogie: https://www.linkedin.com/in/amber-bogie/Follow Sofia Silva: https://www.linkedin.com/in/sofiaalexandrasilva/Follow Amber Rhodes: https://www.linkedin.com/in/amber-a-rhodes/Check out Amber Rhodes’ Podcast “Everything’s Coming Up Marketing”: https://www.linkedin.com/company/everything-s-coming-up-marketing/Follow Justin Fordham: https://www.linkedin.com/in/justin-fordham/Check out Justin’s Podcast “Revvin’ The Revenue Engine”: https://www.linkedin.com/company/revvin-the-revenue-engine/For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/Timestamps: 0:00:00 Intro00:00:00 Intro00:01:50 Scrutiny and Evaluation in Squeeze Growth Times00:03:51 The Impact of Data-Driven Marketing00:05:33 The Value of Marketing Operations at Reachdesk00:07:06 Cross-Functional Alignment and Collaboration for Business Impact00:09:00 Demand Generation Metrics and ABM Strategies00:11:16 Evaluating Channels and Optimizing Spend for Increased Conversion Rates00:15:42 Improving Conversion Rates Through Utilization of Chili Piper Concierge00:17:25 Optimizing Demand Gen and ABM Strategies at Reachdesk00:19:28 Demand Gen and ABM Strategies for ABM Light Campaigns00:21:04 Implementing an Effective Account-Based Marketing Strategy00:23:34 Utilizing Direct Mail in Go-To-Market Strategies00:25:19 Gifting Strategies for Outbound and Inbound Marketing Campaigns00:30:16 The Benefits of Gifting for Business Relationships00:33:46 Brand Exposure Through Events and Sponsorships00:36:50 Leveraging Events for B2B Marketing Success00:39:51 Team Growth, and Mentorship00:42:12 Influencers and Mental Health in Marketing00:44:24 Under-the-Radar Revenue Operations Tactics00:45:47 Leveraging Communities and Advocacy for Growth00:47:12 Wrap upDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Amber Bogie from Reachdesk dives into the reality of B2B marketing and how it can be challenging during times when budgets and headcounts are tight. She believes that navigating these challenges can actually enhance marketers' skills, emphasizing the need for close collaboration with CFOs. Amber also discusses direct mail trends and an effective outbound play yielding 50% conversions to opportunity for her sales team. She highlights the importance of evaluation, even during times of growth, and addresses the challenge of aligning team members with different backgrounds on the significance of analytics.<h2>Episode Links:</h2>Follow Tara Robertson on LinkedIn: <a href="https://www.linkedin.com/in/taraarobertson/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson/</a>Follow Amber Bogie: <a href="https://www.linkedin.com/in/amber-bogie/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/amber-bogie/</a>Follow Sofia Silva: <a href="https://www.linkedin.com/in/sofiaalexandrasilva/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/sofiaalexandrasilva/</a>Follow Amber Rhodes: <a href="https://www.linkedin.com/in/amber-a-rhodes/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/amber-a-rhodes/</a>Check out Amber Rhodes’ Podcast “Everything’s Coming Up Marketing”: <a href="https://www.linkedin.com/company/everything-s-coming-up-marketing/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/company/everything-s-coming-up-marketing/</a>Follow Justin Fordham: <a href="https://www.linkedin.com/in/justin-fordham/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/justin-fordham/</a>Check out Justin’s Podcast “Revvin’ The Revenue Engine”: <a href="https://www.linkedin.com/company/revvin-the-revenue-engine/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/company/revvin-the-revenue-engine/</a>For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: <a href="https://www.chilipiper.com/email-signup" rel="noopener noreferrer nofollow" target="_blank">https://www.chilipiper.com/email-signup</a>🌶️ Check us out on LinkedIn: <a href="https://www.linkedin.com/company/chilipiper/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/company/chilipiper/</a><h2>Timestamps: </h2>0:00:00 Intro00:00:00 Intro00:01:50 Scrutiny and Evaluation in Squeeze Growth Times00:03:51 The Impact of Data-Driven Marketing00:05:33 The Value of Marketing Operations at Reachdesk00:07:06 Cross-Functional Alignment and Collaboration for Business Impact00:09:00 Demand Generation Metrics and ABM Strategies00:11:16 Evaluating Channels and Optimizing Spend for Increased Conversion Rates00:15:42 Improving Conversion Rates Through Utilization of Chili Piper Concierge00:17:25 Optimizing Demand Gen and ABM Strategies at Reachdesk00:19:28 Demand Gen and ABM Strategies for ABM Light Campaigns00:21:04 Implementing an Effective Account-Based Marketing Strategy00:23:34 Utilizing Direct Mail in Go-To-Market Strategies00:25:19 Gifting Strategies for Outbound and Inbound Marketing Campaigns00:30:16 The Benefits of Gifting for Business Relationships00:33:46 Brand Exposure Through Events and Sponsorships00:36:50 Leveraging Events for B2B Marketing Success00:39:51 Team Growth, and Mentorship00:42:12 Influencers and Mental Health in Marketing00:44:24 Under-the-Radar Revenue Operations Tactics00:45:47 Leveraging Communities and Advocacy for Growth00:47:12 Wrap up Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Why Working Cross-Functionally is Crucial in 'Squeeze Times'

Silvio Perez

Silvio Perez, the founder of AdConversion, shares his perspective on what it takes to run a successful B2B paid ad program in 2023 with Tara Robertson on this episode of Demand Gen Chat. Silvio also shares valuable insights on Google’s shift away from third-party cookies in 2024 and the impact of remarketing audiences, suggesting that it is equally, if not more important than an email list due to low open rates and high opt-in costs.They also chat about ungated content, the importance of audience size and targeting for profitable investments, and creating epic content to position a company as a thought leader.Episode Links: Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Silvio Perez: https://www.linkedin.com/in/silvio-perez/Gated: https://www.gated.com/Canberk Beker from Cognism: https://www.linkedin.com/in/canberkbeker/AdConversion’s Website: https://www.adconversion.com/Ad Conversion’s Youtube: https://www.youtube.com/c/AdConversionFor even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/Timestamps: 0:00:00 Intro0:02:37 The Benefits of Retargeting Audiences and Content Consumption in a Post-Third Party Cookie World0:04:22 Audience Building Strategies for Digital Marketing0:05:20 Granular Funnel Orchestration for B2B Companies0:11:22 The Importance of Sweating the Small Details in Digital Marketing0:14:34 Challenges of Paid Media Programs in B2B Marketing0:18:20 Analysis of Google Ads Performance and Budget Allocation0:19:49 Optimizing Performance Ads: Leveraging Automated Bid Strategies and Tracking Server-to-Server Conversions0:23:56 New Tactics for Acceleration Campaigns in Demand Generation0:25:43 Exploring Low-Cost Advertising Strategies to Improve Sales Cycle Time0:27:38 Retargeting Strategies on Twitter and YouTube0:29:04 Analysis of Claude Hopkins' 18th Century Advertising Strategies and Modern B2B Marketing Tactics0:32:15 Optimizing Paid Campaigns for Maximum Efficiency and ROI0:35:22 Paid Search Strategies for Budget Restraints0:37:07 Paid Media Optimization Strategies0:41:30 Analysis of Inefficiency in Digital Advertising Spend0:43:06 Heading: Ad Conversion Academy Launch: Five Commitments to Students0:44:51 Paid Media Expertise0:46:17 Optimizing Landing Pages for Improved Conversion Rates0:47:47 Wrap upDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Silvio Perez, the founder of AdConversion, shares his perspective on what it takes to run a successful B2B paid ad program in 2023 with Tara Robertson on this episode of Demand Gen Chat. Silvio also shares valuable insights on Google’s shift away from third-party cookies in 2024 and the impact of remarketing audiences, suggesting that it is equally, if not more important than an email list due to low open rates and high opt-in costs.They also chat about ungated content, the importance of audience size and targeting for profitable investments, and creating epic content to position a company as a thought leader.<h2> </h2><h2>Episode Links: </h2>Follow <a href="mailto:tara@chilipiper.com" rel="noopener noreferrer">Tara Robertson</a> on LinkedIn: <a href="https://www.linkedin.com/in/taraarobertson/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson/</a>Follow Silvio Perez: <a href="https://www.linkedin.com/in/silvio-perez/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/silvio-perez/</a>Gated: <a href="https://www.gated.com/" rel="noopener noreferrer nofollow" target="_blank">https://www.gated.com/</a>Canberk Beker from Cognism: <a href="https://www.linkedin.com/in/canberkbeker/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/canberkbeker/</a>AdConversion’s Website: <a href="https://www.adconversion.com/" rel="noopener noreferrer nofollow" target="_blank">https://www.adconversion.com/</a>Ad Conversion’s Youtube: <a href="https://www.youtube.com/c/AdConversion" rel="noopener noreferrer nofollow" target="_blank">https://www.youtube.com/c/AdConversion</a>For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: <a href="https://www.chilipiper.com/email-signup" rel="noopener noreferrer nofollow" target="_blank">https://www.chilipiper.com/email-signup</a>🌶️ Check us out on LinkedIn: <a href="https://www.linkedin.com/company/chilipiper/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/company/chilipiper/</a> <h2>Timestamps: </h2>0:00:00 Intro0:02:37 The Benefits of Retargeting Audiences and Content Consumption in a Post-Third Party Cookie World0:04:22 Audience Building Strategies for Digital Marketing0:05:20 Granular Funnel Orchestration for B2B Companies0:11:22 The Importance of Sweating the Small Details in Digital Marketing0:14:34 Challenges of Paid Media Programs in B2B Marketing0:18:20 Analysis of Google Ads Performance and Budget Allocation0:19:49 Optimizing Performance Ads: Leveraging Automated Bid Strategies and Tracking Server-to-Server Conversions0:23:56 New Tactics for Acceleration Campaigns in Demand Generation0:25:43 Exploring Low-Cost Advertising Strategies to Improve Sales Cycle Time0:27:38 Retargeting Strategies on Twitter and YouTube0:29:04 Analysis of Claude Hopkins' 18th Century Advertising Strategies and Modern B2B Marketing Tactics0:32:15 Optimizing Paid Campaigns for Maximum Efficiency and ROI0:35:22 Paid Search Strategies for Budget Restraints0:37:07 Paid Media Optimization Strategies0:41:30 Analysis of Inefficiency in Digital Advertising Spend0:43:06 Heading: Ad Conversion Academy Launch: Five Commitments to Students0:44:51 Paid Media Expertise0:46:17 Optimizing Landing Pages for Improved Conversion Rates0:47:47 Wrap up Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

How To Run a Successful B2B Paid Ad Program in 2023 with Silvio Perez from AdConversion

Are you still under the impression that demand generation is just a tactic or a single person's responsibility?In this podcast episode, Tara Robertson is joined by the co-founders of Storybook Marketing, Liam Moroney and Graceanne MacDonald, to debunk the biggest misconceptions about demand generation and emphasize the importance of a holistic approach throughout the team.They stress the importance of understanding the customer journey and using the right channels to reach the right people.They also discuss the importance of audience research and getting feedback from the sales team to figure out what works best.Episode Links:Follow Tara on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Liam: https://www.linkedin.com/in/liammoroney/Follow Graceanne: https://www.linkedin.com/in/graceannedomino/Check out Storybook Marketing: https://www.storybookmarketing.io/Follow Amanda Natividad: https://www.linkedin.com/in/amandanat/Follow Rand Fishkin: https://www.linkedin.com/in/randfishkin/Follow Justin Rowe: https://www.linkedin.com/in/justin-rowe-4043339b/Katelyn Bourgoin: https://www.linkedin.com/in/katebour/For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/Timestamps: 00:00:00 Intro00:01:50 Demand Gen Tactics and Strategies00:03:41 The Definition of Demand Generation for Marketing Teams00:04:58 Effective Strategies for Reaching Customers00:06:34 The Relationship Between Sales and Marketing Teams00:11:16 The Role of Marketing in Generating Pipeline and Revenue00:16:41 Exploring the Benefits of Podcasts for Lead Generation00:18:20 Outbound Marketing Strategies00:20:11 Coarse Correcting and Fixing an Outbound Function00:22:32 Coordinating Outbound and Inbound Marketing Strategies for Maximum Effectiveness00:24:23 Lead Scoring and Intent Data in B2B Marketing00:29:50 Emotionally-Driven Marketing Decisions00:31:16 Defending Long-Term Strategies in the Face of Short-Term Budget Cuts00:34:52 Reallocating Marketing Budgets and Looking Ahead to the Future00:36:30 Leveraging Lean Marketing Strategies for Maximum Impact00:40:13 Wrap upDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Are you still under the impression that demand generation is just a tactic or a single person's responsibility?In this podcast episode, Tara Robertson is joined by the co-founders of Storybook Marketing, Liam Moroney and Graceanne MacDonald, to debunk the biggest misconceptions about demand generation and emphasize the importance of a holistic approach throughout the team.They stress the importance of understanding the customer journey and using the right channels to reach the right people.They also discuss the importance of audience research and getting feedback from the sales team to figure out what works best.<h2>Episode Links:</h2>Follow Tara on LinkedIn: <a href="https://www.linkedin.com/in/taraarobertson/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson/</a>Follow Liam: <a href="https://www.linkedin.com/in/liammoroney/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/liammoroney/</a>Follow Graceanne: <a href="https://www.linkedin.com/in/graceannedomino/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/graceannedomino/</a>Check out Storybook Marketing: <a href="https://www.storybookmarketing.io/" rel="noopener noreferrer nofollow" target="_blank">https://www.storybookmarketing.io/</a>Follow Amanda Natividad: <a href="https://www.linkedin.com/in/amandanat/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/amandanat/</a>Follow Rand Fishkin: <a href="https://www.linkedin.com/in/randfishkin/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/randfishkin/</a>Follow Justin Rowe: <a href="https://www.linkedin.com/in/justin-rowe-4043339b/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/justin-rowe-4043339b/</a>Katelyn Bourgoin: <a href="https://www.linkedin.com/in/katebour/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/katebour/</a>For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: <a href="https://www.chilipiper.com/email-signup" rel="noopener noreferrer nofollow" target="_blank">https://www.chilipiper.com/email-signup</a>🌶️ Check us out on LinkedIn: <a href="https://www.linkedin.com/company/chilipiper/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/company/chilipiper/</a> <h2>Timestamps: </h2>00:00:00 Intro00:01:50 Demand Gen Tactics and Strategies00:03:41 The Definition of Demand Generation for Marketing Teams00:04:58 Effective Strategies for Reaching Customers00:06:34 The Relationship Between Sales and Marketing Teams00:11:16 The Role of Marketing in Generating Pipeline and Revenue00:16:41 Exploring the Benefits of Podcasts for Lead Generation00:18:20 Outbound Marketing Strategies00:20:11 Coarse Correcting and Fixing an Outbound Function00:22:32 Coordinating Outbound and Inbound Marketing Strategies for Maximum Effectiveness00:24:23 Lead Scoring and Intent Data in B2B Marketing00:29:50 Emotionally-Driven Marketing Decisions00:31:16 Defending Long-Term Strategies in the Face of Short-Term Budget Cuts00:34:52 Reallocating Marketing Budgets and Looking Ahead to the Future00:36:30 Leveraging Lean Marketing Strategies for Maximum Impact00:40:13 Wrap up Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

The Most Common Demand Gen Misconceptions with Liam and Graceanne from Storybook Marketing

Isaac Ware

Demand Gen Chat is back in 2023 with a brand new season!In the first episode of Season 4, Tara Robertson chats with Isaac Ware, the Director of Demand Generation at UserGems.Issac shares his experience running account-based marketing (ABM) campaigns with a small team and their ability to run 300 one-to-one ABM campaigns per month!Isaac also discusses the challenges of attributing success to a specific team in ABM programs, especially when using paid media to measure success. He suggests tracking which ABX accounts are turning into revenue. Isaac also shares how his team heavily aligns marketing, ADR, and sales to make the most of their ABM program, and walks through how they personalize ads to each account, while tracking job changes to target the right people at the right time with their ABM ads.Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Issac Ware on Linkedin: https://www.linkedin.com/in/isaac-ware/Check out UserGems: https://www.usergems.com/Follow Claire Corriveau, Head of Demand Generation at Cobalt: https://www.linkedin.com/in/clarecorriveau/Read the key takeaways from the interview: www.chilipiper.com/podcast/how-a-small-team-scales-300-abm-campaignsFor even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/Timestamps: 0:00:00 - Intro0:01:54 - The Challenges of Attribution in ABM Programs and a Success Story0:03:42 - Exploring ABM Attribution and Metrics for Successful Campaigns0:05:00 - Tracking ABM Performance Through Paid Ads and Outbound Programs0:07:25 - Conversation on User Gems' ABM Program and Marketing Team Structure0:09:27 - UserGems’ Lean Team0:11:38 - Exploring the Benefits of UserGems for Paid Media Marketing0:16:24 - Collaboration between Customer Success and Marketing for New Use Cases0:17:44 - Collaboration Between Marketing and Customer Success Teams for Landing Page Creation0:20:55 - Analysis of LinkedIn Performance During COVID-190:22:55 - Exploring Paid Media Marketing Strategies and Attribution Metrics0:26:46 - Utilizing Gong Triggers for Employee Engagement0:28:22 - Expansion and Churn Reduction Strategies0:30:04 - Exploring Cobalt's Approach to Selling into Sales and Marketing0:31:15 - Wrap UpDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Demand Gen Chat is back in 2023 with a brand new season!In the first episode of Season 4, Tara Robertson chats with Isaac Ware, the Director of Demand Generation at UserGems.Issac shares his experience running account-based marketing (ABM) campaigns with a small team and their ability to run 300 one-to-one ABM campaigns per month!Isaac also discusses the challenges of attributing success to a specific team in ABM programs, especially when using paid media to measure success. He suggests tracking which ABX accounts are turning into revenue. Isaac also shares how his team heavily aligns marketing, ADR, and sales to make the most of their ABM program, and walks through how they personalize ads to each account, while tracking job changes to target the right people at the right time with their ABM ads.<h2>Links:</h2>Follow Tara Robertson on LinkedIn: <a href="https://www.linkedin.com/in/taraarobertson/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson/</a>Follow Issac Ware on Linkedin: <a href="https://www.linkedin.com/in/isaac-ware/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/isaac-ware/</a>Check out UserGems: <a href="https://www.usergems.com/" rel="noopener noreferrer nofollow" target="_blank">https://www.usergems.com/</a>Follow Claire Corriveau, Head of Demand Generation at Cobalt: <a href="https://www.linkedin.com/in/clarecorriveau/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/clarecorriveau/</a>Read the key takeaways from the interview: <a href="www.chilipiper.com/podcast/how-a-small-team-scales-300-abm-campaigns" rel="noopener noreferrer nofollow" target="_blank">www.chilipiper.com/podcast/how-a-small-team-scales-300-abm-campaigns</a>For even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: <a href="https://www.chilipiper.com/email-signup" rel="noopener noreferrer nofollow" target="_blank">https://www.chilipiper.com/email-signup</a>🌶️Check us out on LinkedIn: <a href="https://www.linkedin.com/company/chilipiper/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/company/chilipiper/</a><h2>Timestamps: </h2>0:00:00 - Intro0:01:54 - The Challenges of Attribution in ABM Programs and a Success Story0:03:42 - Exploring ABM Attribution and Metrics for Successful Campaigns0:05:00 - Tracking ABM Performance Through Paid Ads and Outbound Programs0:07:25 - Conversation on User Gems' ABM Program and Marketing Team Structure0:09:27 - UserGems’ Lean Team0:11:38 - Exploring the Benefits of UserGems for Paid Media Marketing0:16:24 - Collaboration between Customer Success and Marketing for New Use Cases0:17:44 - Collaboration Between Marketing and Customer Success Teams for Landing Page Creation0:20:55 - Analysis of LinkedIn Performance During COVID-190:22:55 - Exploring Paid Media Marketing Strategies and Attribution Metrics0:26:46 - Utilizing Gong Triggers for Employee Engagement0:28:22 - Expansion and Churn Reduction Strategies0:30:04 - Exploring Cobalt's Approach to Selling into Sales and Marketing0:31:15 - Wrap UpDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

How a Small Team Measures and Scales 300 ABM Campaigns with Isaac Ware from UserGems

In the latest episode of Demand Gen Chat, I spoke with Latané Conant, Chief Market Officer at 6sense. Latané has a fresh perspective as a marketing leader thanks to her sales background.We chat about hiring and building a marketing team, and how to keep a team engaged and motivated even through tough times. Latané also shares how her team works with sales and approaches ABX to engage the 10+ contacts they need to win an opportunity today. She also shares a sneak peek of the second edition of her book No Forms. No Spam. No Cold Calls.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Latané: https://www.linkedin.com/in/latane-conant/Check out Matt Heinz’s content: https://www.linkedin.com/in/mattheinz/Check out the Empowered CMO Network Board Book: https://empoweredcmo.com/board-book/About Demand Gen Chat:Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In the latest episode of Demand Gen Chat, I spoke with Latané Conant, Chief Market Officer at 6sense. Latané has a fresh perspective as a marketing leader thanks to her sales background.We chat about hiring and building a marketing team, and how to keep a team engaged and motivated even through tough times. Latané also shares how her team works with sales and approaches ABX to engage the 10+ contacts they need to win an opportunity today. She also shares a sneak peek of the second edition of her book <a href="https://6sense.com/no-forms-no-spam-no-cold-calls/" rel="noopener noreferrer nofollow" target="_blank">No Forms. No Spam. No Cold Calls</a>.<h3>Show Notes</h3>Follow Tara: <a href="https://www.linkedin.com/in/taraarobertson" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson</a>Follow Latané: <a href="https://www.linkedin.com/in/latane-conant/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/latane-conant/</a>Check out Matt Heinz’s content: <a href="https://www.linkedin.com/in/mattheinz/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/mattheinz/</a>Check out the Empowered CMO Network Board Book: <a href="https://empoweredcmo.com/board-book/" rel="noopener noreferrer nofollow" target="_blank">https://empoweredcmo.com/board-book/</a> About Demand Gen Chat:Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Managing through volatility, running strategic ABX & why multithreading is more important than ever | Latané Conant @ 6sense

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Colin White

In this new episode of Demand Gen Chat, I spoke with Colin White, Head of Demand Generation at Clearbit. Colin’s career started in software development and he pivoted into marketing, where he’s focused on driving revenue growth.If you’re a marketer focused on driving top-of-funnel leads and looking to have an impact further down the funnel you won’t want to miss this episode. We chat about how Colin approaches setting KPIs for individuals on his team (including Marketing Ops), and how to prioritize program ideas for the highest impact. Colin also shares how his team at Clearbit balances the science and ‘gut feel’ of marketing to set and achieve their goals.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Colin: https://www.linkedin.com/in/maybecolin/Check out Nick Bennett’s content: https://www.linkedin.com/in/nickbennett1/About Demand Gen ChatDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In this new episode of Demand Gen Chat, I spoke with Colin White, Head of Demand Generation at Clearbit. Colin’s career started in software development and he pivoted into marketing, where he’s focused on driving revenue growth.If you’re a marketer focused on driving top-of-funnel leads and looking to have an impact further down the funnel you won’t want to miss this episode. We chat about how Colin approaches setting KPIs for individuals on his team (including Marketing Ops), and how to prioritize program ideas for the highest impact. Colin also shares how his team at Clearbit balances the science and ‘gut feel’ of marketing to set and achieve their goals.<h3>Show Notes</h3>Follow Tara: <a href="https://www.linkedin.com/in/taraarobertson" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson</a>Follow Colin: <a href="https://www.linkedin.com/in/maybecolin/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/maybecolin/</a>Check out Nick Bennett’s content: <a href="https://www.linkedin.com/in/nickbennett1/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/nickbennett1/</a> About Demand Gen ChatDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Building a revenue-driven marketing team & why taking big swings is more important in tough times | Colin White @ Clearbit

Tim Davidson

In this new episode of Demand Gen Chat, I spoke with Tim Davidson, Senior Director of Digital Marketing at Directive. Tim started his time at Directive working with clients at software companies looking to source more pipeline and revenue from their paid channels, his focus now is growing Directive’s own marketing.You won’t want to miss this episode if you’re a marketer who’s looking to grow your own following or if you’re trying to start posting more creative content on your company’s LinkedIn page. We chat about how to approach figuring out the right mix of demand creation and demand capture programs for your business. Tim also shares common areas B2B marketers are wasting spend and how to identify and cut these programs immediately.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Tim: https://www.linkedin.com/in/tadavidson41/Check out Gaetano Nino DiNardi’s content: https://www.linkedin.com/in/officialg/About Demand Gen Chat:Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In this new episode of Demand Gen Chat, I spoke with Tim Davidson, Senior Director of Digital Marketing at Directive. Tim started his time at Directive working with clients at software companies looking to source more pipeline and revenue from their paid channels, his focus now is growing Directive’s own marketing.You won’t want to miss this episode if you’re a marketer who’s looking to grow your own following or if you’re trying to start posting more creative content on your company’s LinkedIn page. We chat about how to approach figuring out the right mix of demand creation and demand capture programs for your business. Tim also shares common areas B2B marketers are wasting spend and how to identify and cut these programs immediately.<h3>Show Notes</h3>Follow Tara: <a href="https://www.linkedin.com/in/taraarobertson" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson</a>Follow Tim: <a href="https://www.linkedin.com/in/tadavidson41/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/tadavidson41/</a>Check out Gaetano Nino DiNardi’s content: <a href="https://www.linkedin.com/in/officialg/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/officialg/</a> About Demand Gen Chat:Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Leading with edutainment, fixing the B2B buying process & balancing demand capture and creation | Tim Davidson @ Directive

Ashley Wilson

In the newest episode of Demand Gen Chat, I spoke with Ashley Wilson, co-founder and COO at Momentum. Ashley’s career started in marketing and she has since co-founded Momentum, a sales automation platform for revenue teams.If you’re a marketer looking for guidance on the best way to update your leadership team on how marketing is going, you won’t want to miss this episode. We also chat about how Ashley approached making her first marketing hire, how marketers should spend their first 30 days in a role to have the biggest impact, and how getting your messaging right can help position your product as a must-have vs nice to have when budgets are tight.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Ashley: https://www.linkedin.com/in/awilson820/Check out the Inside Olivine newsletter: https://olivinemarketing.substack.com/About Demand Gen Chat:Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In the newest episode of Demand Gen Chat, I spoke with Ashley Wilson, co-founder and COO at Momentum. Ashley’s career started in marketing and she has since co-founded Momentum, a sales automation platform for revenue teams.If you’re a marketer looking for guidance on the best way to update your leadership team on how marketing is going, you won’t want to miss this episode. We also chat about how Ashley approached making her first marketing hire, how marketers should spend their first 30 days in a role to have the biggest impact, and how getting your messaging right can help position your product as a must-have vs nice to have when budgets are tight.<h3>Show Notes</h3>Follow Tara: <a href="https://www.linkedin.com/in/taraarobertson" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson</a>Follow Ashley: <a href="https://www.linkedin.com/in/awilson820/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/awilson820/</a>Check out the Inside Olivine newsletter: <a href="https://olivinemarketing.substack.com/" rel="noopener noreferrer nofollow" target="_blank">https://olivinemarketing.substack.com/</a> About Demand Gen Chat:Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

What execs really want to see from marketing & how to position your product as must-have vs nice to have | Ashley Wilson @ Momentum

Darrell Alfonso

In this new episode of Demand Gen Chat, I spoke with Darrell Alfonso, Global Marketing Operations at Amazon Web Services (AWS) and author of The Martech Handbook. Darrell has been at AWS for over three years, and his team empowers thousands of marketers around the world to do their best work.We spoke about marketing ops don’ts and the most common mistake Darrell sees when B2B marketers run A/B tests. Darrell also shared how ops can set KPIs to work towards things they'll be proud of, versus spending all year putting out fires and fixing issues in other marketers’ campaigns.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Darrell: https://www.linkedin.com/in/darrellalfonso/Check out Amanda Natividad’s content: https://twitter.com/amandanatAbout Demand Gen Chat:Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In this new episode of Demand Gen Chat, I spoke with Darrell Alfonso, Global Marketing Operations at Amazon Web Services (AWS) and author of The Martech Handbook. Darrell has been at AWS for over three years, and his team empowers thousands of marketers around the world to do their best work.We spoke about marketing ops don’ts and the most common mistake Darrell sees when B2B marketers run A/B tests. Darrell also shared how ops can set KPIs to work towards things they'll be proud of, versus spending all year putting out fires and fixing issues in other marketers’ campaigns.<h3>Show Notes</h3>Follow Tara: <a href="https://www.linkedin.com/in/taraarobertson" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson</a>Follow Darrell: <a href="https://www.linkedin.com/in/darrellalfonso/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/darrellalfonso/</a>Check out Amanda Natividad’s content: <a href="https://twitter.com/amandanat" rel="noopener noreferrer nofollow" target="_blank">https://twitter.com/amandanat</a> About Demand Gen Chat:Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Marketing ops don’ts and why healthy tension between DG and ops is a good thing | Darrell Alfonso @ AWS

In this week’s episode of Demand Gen Chat, I spoke with Corrina Owens, Senior ABM Manager, Enterprise at Gong. If you’re in B2B, you probably know Gong and see their marketing content everywhere so I was excited to meet Corrina and learn about what goes on behind the scenes and how they measure success.  Listen to this episode to hear Corrina’s take on why true personalization is always better than customization, how us marketers could be better at working with sales on ABM, and how the marketing team at Gong is structured. We also swap hot takes on what we’d love to see change on our LinkedIn feeds.Show Notes:Follow Tara: https://www.linkedin.com/in/taraarobertsonFollow Corrina: https://www.linkedin.com/in/corrina-owens/TikTok: https://www.tiktok.com/@featuring_CorrinaCheck out Liam Moroney’s content: https://www.linkedin.com/in/liammoroney/About DGCDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In this week’s episode of Demand Gen Chat, I spoke with Corrina Owens, Senior ABM Manager, Enterprise at Gong. If you’re in B2B, you probably know Gong and see their marketing content everywhere so I was excited to meet Corrina and learn about what goes on behind the scenes and how they measure success. Listen to this episode to hear Corrina’s take on why true personalization is always better than customization, how us marketers could be better at working with sales on ABM, and how the marketing team at Gong is structured. We also swap hot takes on what we’d love to see change on our LinkedIn feeds.Show Notes:Follow Tara: <a href="https://www.linkedin.com/in/taraarobertson" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson</a>Follow Corrina: <a href="https://www.linkedin.com/in/corrina-owens/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/corrina-owens/</a>TikTok: <a href="https://www.tiktok.com/@featuring_Corrina" rel="noopener noreferrer nofollow" target="_blank">https://www.tiktok.com/@featuring_Corrina</a>Check out Liam Moroney’s content: <a href="https://www.linkedin.com/in/liammoroney/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/liammoroney/</a> About DGCDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Personalization is better than customization & how to work with sales to win ABM | Corrina Owens @ Gong

Katie Meeker

iCIMS

Episode DescriptionIn the newest episode of Demand Gen Chat, I spoke with Katie Meeker, the Director of Customer Marketing at iCIMS. Katie has been at iCIMS for over 13 years, originally joining the marketing team as an events coordinator, and now leading customer marketing. Customer marketing is a relatively new function that is growing quickly so I was very excited to learn from Katie. Listen to this episode to hear why customer marketers should report into marketing, the martech stack iCIMS uses to power their customer marketing programs, and Katie’s predictions for the future of the role.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Katie: https://www.linkedin.com/in/katiemeeker/Check out the Customer Marketing Certification by Product Marketing Alliance: https://certified.productmarketingalliance.com/p/customer-marketing-certifiedAbout Demand Gen ChatDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

<h2>Episode Description</h2>In the newest episode of Demand Gen Chat, I spoke with Katie Meeker, the Director of Customer Marketing at iCIMS. Katie has been at iCIMS for over 13 years, originally joining the marketing team as an events coordinator, and now leading customer marketing. Customer marketing is a relatively new function that is growing quickly so I was very excited to learn from Katie. Listen to this episode to hear why customer marketers should report into marketing, the martech stack iCIMS uses to power their customer marketing programs, and Katie’s predictions for the future of the role.<h2>Show Notes</h2>Follow Tara: <a href="https://www.linkedin.com/in/taraarobertson" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson</a>Follow Katie: <a href="https://www.linkedin.com/in/katiemeeker/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/katiemeeker/</a>Check out the Customer Marketing Certification by Product Marketing Alliance: <a href="https://certified.productmarketingalliance.com/p/customer-marketing-certified" rel="noopener noreferrer nofollow" target="_blank">https://certified.productmarketingalliance.com/p/customer-marketing-certified</a><h2>About Demand Gen Chat</h2>Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Why customer marketing is one of the fastest-growing titles in SaaS & predictions for the role | Katie Meeker @ iCIMS

Hillary Carpio

In this episode of Demand Gen Chat, I chatted with Hillary Carpio, Director of ABM at Snowflake. Hillary leads an ABM team of 18 marketers that support 100s of sales reps across North America and Latin America. We talked about how her team works cross-functionally to drive success with their ABM programs, how they measure ABM at Snowflake, and why ABM is no longer just display ads and direct mail.  Show Notes:Follow Tara: https://www.linkedin.com/in/taraarobertsonFollow Hillary: https://www.linkedin.com/in/hillarycarpio/ https://thehillarycarpio.com/ About Demand Gen Chat Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In this episode of Demand Gen Chat, I chatted with Hillary Carpio, Director of ABM at Snowflake. Hillary leads an ABM team of 18 marketers that support 100s of sales reps across North America and Latin America. We talked about how her team works cross-functionally to drive success with their ABM programs, how they measure ABM at Snowflake, and why ABM is no longer just display ads and direct mail.  Show Notes:Follow Tara: <a href="https://www.linkedin.com/in/taraarobertson" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson</a>Follow Hillary: <a href="https://www.linkedin.com/in/hillarycarpio/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/hillarycarpio/</a> <a href="https://thehillarycarpio.com/" rel="noopener noreferrer nofollow" target="_blank">https://thehillarycarpio.com/</a> About Demand Gen Chat Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

What successful ABM teams have in common & the problem with direct mail | Hillary Carpio @ Snowflake

Amrita Mathur

In the newest episode of Demand Gen Chat, I caught up with Amrita Mathur, VP Marketing at Superside.Superside has gone through amazing growth since Amrita joined as the first marketer in May 2019. We cover a wide-range of topics from the history of Superside’s marketing team, to how demand gen marketers can work better with design teams, to what ‘COMO’ is and how marketers can take advantage of it to stay ahead of the crowd in SaaS. Show Notes:Follow Tara: https://www.linkedin.com/in/taraarobertson https://twitter.com/taraarobertsonFollow Amrita: https://www.linkedin.com/in/amritamathur/ https://twitter.com/amritamathurCheck out Katelyn Bourgoin’s newsletter: https://customercamp.co/whywebuy/ About Demand Gen Chat Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In the newest episode of Demand Gen Chat, I caught up with Amrita Mathur, VP Marketing at Superside.Superside has gone through amazing growth since Amrita joined as the first marketer in May 2019. We cover a wide-range of topics from the history of Superside’s marketing team, to how demand gen marketers can work better with design teams, to what ‘COMO’ is and how marketers can take advantage of it to stay ahead of the crowd in SaaS. Show Notes:Follow Tara: <a href="https://www.linkedin.com/in/taraarobertson" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson</a> <a href="https://twitter.com/taraarobertson" rel="noopener noreferrer nofollow" target="_blank">https://twitter.com/taraarobertson</a>Follow Amrita: <a href="https://www.linkedin.com/in/amritamathur/" rel="noopener noreferrer nofollow" target="_blank">https://www.linkedin.com/in/amritamathur/</a> <a href="https://twitter.com/amritamathur" rel="noopener noreferrer nofollow" target="_blank">https://twitter.com/amritamathur</a>Check out Katelyn Bourgoin’s newsletter: <a href="https://customercamp.co/whywebuy/" rel="noopener noreferrer nofollow" target="_blank">https://customercamp.co/whywebuy/</a> About Demand Gen Chat Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

How DG Should Work with Design, ‘COMO’, and Superside’s Top Ad Creative | Amrita Mathur @ Superside

In the latest episode of Demand Gen Chat, I spoke with Sidney Waterfall, VP of Demand at Refine Labs. The agency works with growth-stage B2B SaaS companies and puts out a ton of content sharing their learnings. We cover some topics that have been all over LinkedIn feeds lately; dark social and how to use it to drive demand, and how marketers can actually use all the data you collect from self-reported attribution to make business decisions.  Show Notes: Follow Tara: https://www.linkedin.com/in/taraarobertson Follow Sidney: https://www.linkedin.com/in/sidneywaterfall (ask her if she’s started making TikToks yet!) Follow Nick Bennett: https://www.linkedin.com/in/nickbennett1/ Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In the latest episode of Demand Gen Chat, I spoke with Sidney Waterfall, VP of Demand at Refine Labs. The agency works with growth-stage B2B SaaS companies and puts out a ton of content sharing their learnings. We cover some topics that have been all over LinkedIn feeds lately; dark social and how to use it to drive demand, and how marketers can actually use all the data you collect from self-reported attribution to make business decisions.  Show Notes: Follow Tara: <a href="https://www.linkedin.com/in/taraarobertson" rel="nofollow" target="_blank">https://www.linkedin.com/in/taraarobertson</a> Follow Sidney: <a href="https://www.linkedin.com/in/sidneywaterfall" rel="nofollow" target="_blank">https://www.linkedin.com/in/sidneywaterfall</a> (ask her if she’s started making TikToks yet!) Follow Nick Bennett: <a href="https://www.linkedin.com/in/nickbennett1/" rel="nofollow" target="_blank">https://www.linkedin.com/in/nickbennett1/</a> Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Dark social, self-reported attribution, how we ruined gated content | Sidney Waterfall @ Refine Labs

Dev Basu

In this episode, I sat down with a fellow Torontonian, Dev Basu, CEO of Powered by Search. The agency has been helping B2B companies grow since 2009 and Dev has seen some major shifts in the way B2B companies go-to-market. We cover some spicy topics including why Dev doesn’t believe MQLs are dead, and how to create competitor comparison pages that your prospects will actually want to read. Show Notes:Follow Tara: https://twitter.com/taraarobertsonFollow Dev: https://twitter.com/devbasuPlaybook: Competitor Comparison Landing Pages https://www.poweredbysearch.com/blog/competitor-comparison-landing-pages-for-saas/Check out 42 Agency’s blog and newsletter: https://www.fourtytwo.agency/blogDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In this episode, I sat down with a fellow Torontonian, Dev Basu, CEO of Powered by Search. The agency has been helping B2B companies grow since 2009 and Dev has seen some major shifts in the way B2B companies go-to-market. We cover some spicy topics including why Dev doesn’t believe MQLs are dead, and how to create competitor comparison pages that your prospects will actually want to read. Show Notes:Follow Tara: <a href="https://twitter.com/taraarobertson" rel="noopener noreferrer nofollow" target="_blank">https://twitter.com/taraarobertson</a>Follow Dev: <a href="https://twitter.com/devbasu" rel="noopener noreferrer nofollow" target="_blank">https://twitter.com/devbasu</a>Playbook: Competitor Comparison Landing Pages <a href="https://www.poweredbysearch.com/blog/competitor-comparison-landing-pages-for-saas/" rel="noopener noreferrer nofollow" target="_blank">https://www.poweredbysearch.com/blog/competitor-comparison-landing-pages-for-saas/</a>Check out 42 Agency’s blog and newsletter: <a href="https://www.fourtytwo.agency/blog" rel="noopener noreferrer nofollow" target="_blank">https://www.fourtytwo.agency/blog</a> Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

MQLs aren’t the enemy and creating high-converting competitor pages | Dev Basu @ Powered by Search

If you’re looking for practical insights on how to drive growth with demand generation, this is your podcast.

Great demand gen learning

I listened to all episodes, they&#39;re packed with useful, practical advice. Well worth your time!

Great insights for Demand Gen pros

Demand Gen Chat

Jesse Williams

In this episode, we talk to Jesse Williams. He is the senior product marketing manager for Red Hat, the leading provider of enterprise open source solutions. Jesse shares his insights on using "dead" channels to help deliver massive opportunities to your organization, and other valuable demand-gen tips.

In this episode, we talk to Jesse Williams. He is the senior product marketing manager for Red Hat, the leading provider of enterprise open source solutions. Jesse shares his insights on using "dead" channels to help deliver massive opportunities to your organization, and other valuable demand-gen tips.

Using “Dead” Channels to Deliver Massive Opportunities | Jesse Williams

Tim Soulo

Tim is the CMO and Product Advisor at Ahrefs, makers of tools to help you grow search traffic. Not only has Tim helped grow Ahrefs to over $40m ARR, but they've also done it with a 10 person marketing team and a total company headcount of fewer than 50 people. Nuts.

Tim is the CMO and Product Advisor at Ahrefs, makers of tools to help you grow search traffic. Not only has Tim helped grow Ahrefs to over $40m ARR, but they've also done it with a 10 person marketing team and a total company headcount of fewer than 50 people. Nuts.

How Ahrefs Grew to $40m+ ARR by Ditching Conventional Marketing Wisdom | Tim Soulo

Dave Gerhardt

Today's guest has been one of the biggest catalysts for Drift's growth - Dave Gerhardt. Dave is Drift's VP of Marketing and also one of the hosts of Seeking Wisdom, a popular podcast that he does alongside their CEO David Cancel.

Today's guest has been one of the biggest catalysts for Drift's growth - Dave Gerhardt. Dave is Drift's VP of Marketing and also one of the hosts of Seeking Wisdom, a popular podcast that he does alongside their CEO David Cancel.

How Drift Started a Movement to Achieve Hypergrowth | Dave Gerhardt

Gaetano DiNardi

Gaetano DiNardi is the Director of Demand Generation at Nextiva. He was previously VP of Marketing at Sales Hacker, where he leads the marketing team up to acquisition.Stay tuned till the end to hear how Gaetano creates LinkedIn posts that have done over 140,000 views.

Gaetano DiNardi is the Director of Demand Generation at Nextiva. He was previously VP of Marketing at Sales Hacker, where he leads the marketing team up to acquisition. Stay tuned till the end to hear how Gaetano creates LinkedIn posts that have done over 140,000 views.

The Secret to Hiring Talented Marketers & Going Viral on LinkedIn | Gaetano DiNardi

Tyler Bench is the director of demand gen at LucidChart, where he's worked for more than four years. During this time, he's helped the marketing team's headcount grow bigger than the entire company was when he started.He has some really unique experiences that I’m excited to share with you today.

Tyler Bench is the director of demand gen at LucidChart, where he's worked for more than four years. During this time, he's helped the marketing team's headcount grow bigger than the entire company was when he started. He has some really unique experiences that I’m excited to share with you today.

How Lucidchart Grew to 14 Million Users | Tyler Bench

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