Pipeline Visionaries

This episode features an interview with Leslie Henthorn, CMO at Ironclad, a contract lifecycle management software that provides a secure way to create and collaborate on contracts.In Leslie’s return to the podcast, she discusses navigating the shifts in AI, Ironclad’s influencer strategy, and getting into the psyche of your target persona. She also talks about strengthening your relationship with sales and prioritizing alignment even when you have a strong inbound funnel.Key Takeaways:It’s important to get into the psyche of your target persona and to think about their frame of mind day-to-day.You need to nurture your sales relationship, even when you have a strong inbound pipeline.When working with influencers, it is important to find people that truly believe in the work that the company is doing and are genuine fans of the product.Quote:“We have tried to grow closer to sales and really support outbound in a way that marketing hasn't before. I think when you have a strong inbound funnel, sometimes your sales relationship isn't as strong as it should be. Yeah, you might be watching conversion and you might be watching how things are moving forward to pipeline, but it's easy to go like this after that. And when you start to understand that new business shouldn't drive your entire company strategy, that customer adoption, cross sell, understanding the logos you want to go after. This is something we've really been working on.”Episode Timestamps:*(11:02) The Playbook: Changing tactics over the last yearSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Leslie on LinkedInLearn more about IroncladLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Dana Barrett, VP of Marketing at Tremendous, a company that offers a simple way to send rewards and payouts around the world.In this episode, Dana discusses the ways that incentivizing your ideal customer provides impact across use cases, whether you are looking to build pipeline, drive sales, get participants in studies, etc. She also talks about carefully identifying your target persona and focusing on a small number of priorities.Key Takeaways:Incentives are a great way to drive impact, regardless of your use case (generate pipeline, sales, gaining study participants, etc.)It’s important to find the sweet spot when incentivizing. Don’t offer a discount so high that people take the offer without any interest in the product; make it just low enough that it attracts people who genuinely have an interest.Define your ideal customer persona and stay focused on a few key items to go after them.Quote: “ Incentives, regardless of your use case, are a great way to drive impact. Whether you're trying to grow pipeline. Whether you're trying to drive sales. Whether you want to make sure people participate in your studies, and you can recruit people in global markets that you're trying to figure out how to get people to just respond or participate. And so based on what we do, we're starting to see some best practices or things that can actually position you better to reach your ultimate goal, which is sales, pipeline, et cetera.”Episode Timestamps: *(02:52) The Trust Tree: Building awareness of brand and category*(14:11) The Playbook: Investing in content*(28:17) The Dust Up: Diffusing tension between product and sales *(30:07) Dana’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Dana on LinkedInLearn more about TremendousLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Riikka Söderlund, CMO at Katana Cloud Inventory, a company that provides SMBs with easy-to-use inventory management software, to get them the real-time data that they need.In this episode, Riika discusses staying accountable for intentional experimentation, how she invests in talent and why she dislikes the term “marketing strategy”. Key Takeaways:Experiments should improve results and should fit within goals. Including experiments in your overall budget, instead of pulling them into a separate, “experimental budget” keeps you accountable. Talent development is an uncuttable item and marketing leaders should align individual growth aspirations with company goals. Being right isn’t always enough. Marketing leaders need to be strong internal communicators and influence opinions to get the right results. Quote: “ I have a gazillion other marketing KPIs, of course, but at the end of the day, if we're not driving revenue, then it doesn't matter. I am not a fan of measuring leads or MQLs. Honestly, revenue is the only metric that tells you, did you generate pipeline? Did you reach the right audience? Is your value proposition correct? And is your brand resonating with that target audience? It's the only one that combines all the aspects of marketing.”Episode Timestamps:*(02:42) The Trust Tree: Why Riikka doesn’t believe in the term “marketing strategy”*(12:53) The Playbook: The importance of content and intentional experimentation *(31:54) The Dust Up: Becoming a strong internal influencer*(33:45) Riikka’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Riika on LinkedInLearn more about KatanaLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with William Tyree, CMO at IntelligenceBank, a platform that helps marketing teams get brand and legal approved content out the door faster. In this episode, William discusses his focus on being the easiest company to buy from, the importance of empathizing with buyers, and how customer buying behavior has changed over time. Key Takeaways:Buyers have a hard job and marketers need to prioritize making their company easy to buy from.Product marketing needs to be about empathizing with buyers, not just pitching the good things about your product.Quote: “My goal is to make IntelligenceBank the easiest company in our space to actually buy from. Buyers have a hard job. It's really hard to lasso all those different people on your buying committee and get them to agree on you as a vendor. So, to be the easiest, we have to assume that buyers are going to conduct at least three quarters of their research before they even talk to a seller.”Episode Timestamps:*(05:17) - The Trust Tree: The complex roles for people in charge of brand *(16:15) - The Playbook: Becoming easy to buy fromSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with William Tyree on LinkedInLearn more about IntelligenceBankLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Celia Fleischaker, CMO at isolved, a trusted HCM leader that provides software and services to meet the needs of HR professionals. Through their partner network, they reach more than 5 million employees and 145,000 employers across all 50 states. In this episode, Celia shares with us how they are investing in and amplifying their engaged community as well as how their focus on relationships and primary research supports their marketing efforts.Key Takeaways:Coming into a company with an engaged customer base is a welcome challenge for a CMO, and amplifying that engagement is imperative. It’s worth investing in primary research, to better connect with customers in ways that are actually of interest to them. There is a continued convergence between customer experience and marketing. Leveraging data and information from customer service and blending that with marketing helps clarify what customers need. Quote: I think there's such a cool convergence between customer experience and marketing. And I think they are just continuing to get closer and closer. At Verint, where I was before, I worked in the CX space and we saw it there a lot, a lot of our customers realizing the power of taking customer experience, customer service information, blending that from a marketing perspective. And the amount of data that you get that really points to what you need to be doing for your customers, where they are at a relationship point with you.And that's what I think with the CXO role, the customer experience role here, taking that, looking at that from customer service perspective, from a marketing perspective and pulling things together to look holistically at what is it that we can do both internally and externally to drive a better experience and how is that going to benefit, yes, our customers and the satisfaction that they have, but from a marketing perspective, there's so much opportunity to better understand what your customers are going through and it just puts you in this better position. Episode Timestamps:*(04:36) - The Trust Tree: Creating demand within community*(08:15) - The Playbook: Investing in primary research*(33:49) - Quick Hits: Celia’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Celia on LinkedInLearn more about isolvedLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Kimberly Storin, Chief Marketing and Communications Officer at Zayo Group, a leading telecommunications company with a network that stretches over 16.8 million fiber miles and spans 141,000 route miles across North America and Europe. In this episode, Kimberly shares with us how she built an end-to-end marketing organization within Zayo and demonstrated the value of the marketing function, diving into expanding their buying committee and creating a “Shark Tank'' mindset where people share their best ideas. Key TakeawaysMarketing can be undervalued as a function and collaborating with C-suite peers is essential to a CMO’s ability to demonstrate their impact on revenue for the organization.At the end of the day, marketing needs to be the “voice of” and the “voice to” the market, and needs to avoid short-term, quarter-by-quarter thinking.There is value in shifting to a “Shark Tank mindset” and having people bring their ideas, then funding great ideas.Quote:“At the end of the day, we really just need to be the voice of and the voice to the market. If we're thinking about in-quarter revenue, we're not doing our job. Our job is to be thinking about the next quarter, next year, next five years, and how do we position the brand for the maximum growth efficiency. And yet so often I talk to CMOs who are stuck in this, well, what did you do for me this quarter? And if that's where marketing is focused, then marketing will never be successful.” Episode Timestamps:*(03:43 ) - The Trust Tree: Expanding your buying committee *(15:19) - The Playbook: Investing in the top of the funnel*(35:37) - The Dust-Up: Learning to have constructive conflict*(39:01) - Quick Hits: Kim’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Ian on LinkedInConnect with Kimberly on LinkedInLearn more about Zayo GroupLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Esther-Mireya Tejeda, CMO at Anywhere Real Estate Inc., a leader of integrated residential real estate services, whose portfolio includes some of the most recognized brands in real estate. In this episode, Esther-Mireya discusses how marketers should consider themselves “business psychologists” and shares how she is incorporating neuroscience research when creating customer personas.Key Takeaways:Buying decisions for customers often have more to do with subconscious, emotional drivers that cannot be articulated in surveys or focus groups.Marketers should think about themselves as “business psychologists”, and can use neuroscience to better understand subconscious drivers for their customers.Marketers need to maintain connectivity to business objectives and avoid the trap of short-term thinking.Quote: “We have been really trying to get to the unconscious emotional makeup of consumers that set up their predisposition to like or dislike and to behave or not behave in particular ways. I call that the layer below the things that we are already measuring. And it's based on this premise that over 95 percent of our human behavior. is actually rooted and driven by unconscious emotions that we're not even aware of. So it's not stuff that I, as a consumer, would be able to articulate in a focus group.It's not things that I would be able to, as a consumer, articulate in a survey. And so it is our job as marketers, if we think about ourselves as business psychologists, to get further down and deeper into that mindset, to get to the heart set to understand those things. And that's really what this is about.”Episode Timestamps:*(08:24) - The Trust Tree: Buying decisions are largely unconscious *(26:13) - The Playbook: Research and insights are essential to success*(37:23) - The Dust Up: Leaving what isn’t right for you Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with on Esther-Mireya LinkedInLearn more about Anywhere Real Estate Inc.Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Ben Slater, SVP of Marketing at Beamery, a Talent Lifecycle Management platform that empowers companies to understand the skills and capabilities they have, build more agile workforce plans, and attract, retain, upskill, and redeploy their workforce.In this episode, Ben encourages companies to think about the future of their workforce, shares why internal marketing efforts are often overlooked but shouldn’t be, and why leadership should have their hands in choosing talent. Ben also talks about how creating demand starts with a story and how they go about just that at Beamery.Key Takeaways:HR is an increasingly strategic part of the organization. How companies think about the future of their workforce impacts how they can achieve their business objectives. The internal role of marketing is one of its most overlooked functions. Marketing has an amazing opportunity to be the internal communications engine that brings people back to the “why” of the organization.Creating demand starts with a story. Specifically, demand starts with a story that is not just about your product, but about a fundamental shift in the market that is accelerating your category. Quote: “ For us, if we think about the demand process, what we are really focused on is not just demand capture, but also demand creation. I'm a huge believer that creating demand, it all starts with the story. So it's a story that's not just about your product, but about a fundamental shift in the market. Something that is either creating your category or accelerating it. Something that's fundamentally impacting your buyer and the way they go about their role on a day-to-day basis. What's the big story that we think is most relevant to our audience and that's in line with our point of view on the market? How do we ensure that there's internal alignment around that story? Because I think if you get the storytelling right and if you're able to tie the different channels and programs together in a way that is consistent, clear, not just for the external audience, but also for internal teams, it can really be a force multiplier for demand.”Episode Timestamps:*(03:28) - The Trust Tree: Addressing talent gaps accelerates transformation*(17:24) - The Playbook: Investing in community*(33:52) - Quick Hits: Ben’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Ben on LinkedInLearn more about BeameryLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Brad Rinklin, CMO at Infoblox, a Computer and Network Security company that unites networking and security to deliver unmatched performance and protection for a world that never stops. In this episode, Brad shares with us how Infoblox is expanding its buyer persona reach, what a modern marketing team looks like, and the importance of adapting to whatever your data tells you. Brad also talks about what makes a great marketer better than the average marketer - creating the right thing, in the right place, at the right time. Key Takeaways:Bringing in new buyers through education. When you’re looking at personas outside of your normal reach, be sure you’re providing educational resources so they can better understand who you are and what you offer.Partner marketing acts as a force multiplier for your brand. Good partner relationships provide credibility in spaces you’re not currently in and can potentially cut marketing efforts and costs in half.A lesson in marketing from fly fishing. Whether it’s the buyer journey, the “bait” or content you create, remember your efforts should be focused on one buyer at a time. So, how can you be a better marketer? Provide the right thing, at the right place, at the right time. Quote: “What makes a great marketer better than an average marketer? Two fishermen go on the lake, they both have the exact same rod, the same reel. You might even have the same bait. What makes the one just ripping fish out left and right? And the other one doesn't catch anything at all? It's the same concept. You've gotta understand the behaviors of the buyers that you're selling to and the market that's out there and what else is out there trying to steal their attention.” Episode Timestamps: *(05:09) - The Trust Tree: Passive decisions have big implications*(25:11) - The Playbook: Partners as as force multiplier for your brand*(32:46) - Quick Hits: Brad’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:Connect with Ian on LinkedInConnect with Brad on LinkedInLearn more about InfobloxLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Stephanie McCarty, CMO at Taylor Morrison, the 5th largest homebuilder in the U.S. made up of the nation's leading homebuilders and developers. In this episode, Stephanie shares with us why your website should be a selling tool not a seduction tool, how the role of sales is changing, and the unique ways Taylor Morrison has created partnerships to boost brand awareness and demand. Stephanie also talks about how companies should be approaching the next generation of buyers by mixing up traditional marketing models. Key Takeaways:Fitting your products/services to the various life stages of consumers. When you’re able to meet the customers where they are at any place in their lives and lifestyles, you’ll create repeat buyers naturally.Mix up your marketing game. There are marketing models a lot of us use that simply don’t fit the next generation of buyers. These outdated systems can act as unintentional traps for consumers who will probably decide the process isn’t worth their time or money. Make sure your company is removing as many buyer traps as possible by mixing up marketing models.Thinking of the customer journey after they buy. Once a customer buys from you, do you have strategies in place that benefit them and keep you top of mind? Innovative, engaging content is a great way to create a win-win for you and your buyers. Quote: “Remember a time when, before Zappos, before Amazon, when you had to actually go into a department store to buy shoes, or before Uber, and Airlines, or you didn't have your boarding pass on your phone, you had a physical one. So it's just taking our executive team through kind of reminding them that things that they're used to today haven't always been, and that's the space that homebuilding needs to enter. We need to enter that chat room and talk about here's what has always worked, here's that model, but there's a lot of that model that doesn't fit the next generation of homebuyers.” Episode Timestamps: *(04:28) - The Trust Tree: Managing a family of brands*(24:39) - The Playbook: Creating innovative content your consumers (and beyond!) can benefit from*(41:30) - Quick Hits: Stephanie’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:Connect with Ian on LinkedInConnect with Stephanie on LinkedInLearn more about Taylor MorrisonLearn more about Caspian StudiosTaylor Morrison x The Home Edit Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Jordan Schenck, Chief Brand Officer at Flashfood, a technology company working to eliminate retail food waste by connecting consumers with discounted food nearing its best-by date.In this episode, Jordan shares with us how to push through the zeitgeist around what you do to change consumer perception, and she talks about some unique strategies for mobilizing your fan base to boost sales and brand awareness even without Coca-Cola dollars.Key Takeaways:Your biggest fans are your biggest drivers of sales. Empower and motivate your customer base to go to bat for you and market your products. How do you do it? Make and sell good products that people use and have them share their experiences.Changing the zeitgeist around you and your product. Just because consumers have used similar products to yours doesn’t mean anything. When you make superior products that people love, and when you market those products in unique ways, you get people's attention, which builds greater brand awareness.Organic brand awareness can be worth more than big dollars. Most companies don’t have the kind of cash big dogs like Coca-Cola do. But if you create fandom around your products, you do a lot with a little. Quote: “So there's something really interesting in that tension for me to like, how do we actually change behavior or you can like create a really cool movement around doing something totally novel. And I'm like, how can we make this idea of food that's near its best by the same as like how cool it is to shop for vintage clothes? Like what Depop did for Gen Z is really cool, right? And we've got that same sort of thing going where, like, how do we sort of create that sort of spirit and moment around the perfect window of this food? Truly, it's the perfect window. It's food ready to eat and the cheapest. Like, boom. Go. It shouldn't be that much more complicated than that.” Episode Timestamps: *(05:57) - The Trust Tree: Selling to a double-sided market*(22:07) - The Playbook: Healthy level of commitment to owned and earned*(36:20) - Quick Hits: Jordan’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:Connect with Ian on LinkedInConnect with Jordan on LinkedInLearn more about FlashfoodLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Ed McDonnell, CRO at Asana, a software company that helps teams orchestrate their work, from small projects to strategic initiatives.In this episode, Ed shares with us Asana’s vision for tackling work automation, insight into their Work Innovation Lab, and why attribution for attribution's sake is meaningless. Ed also talks about the importance of treating pipeline like a team sport and how to effectively run a “Pipe Council”. Key Takeaways:Get focused on your ICP. Partner with your product teams to develop your ICP so you can define use cases and show the productivity you can gain from those use cases. Tell your story through the lens of your customers. Your customers are the inside players of how your product works and what it’s doing in a real way on a daily basis out in the world.Pipeline is a team sport. All of your business channels should be involved when it comes to pipeline generation. Pipeline is not one person or function, and in order to succeed, it has to be the highest-performing team in your organization at cross-functional scale. Quote:“Pipeline to me is a team sport. It is not one person. It is not one function. It is such a, it is, it, it has to be. The highest performing team in your organization at cross functional scale, because nobody works for each other. Everybody's in their own worlds, but they have to come together as a team and solve the, you know, a problem that every B2B enterprise software company faces. Which is, do we have enough pipeline to go into the market to be successful? Because every organization is a little bit different as to how much they want each of those. stakeholders to develop into their pipeline. If you're not producing at the right scale or the right coverage model, Why? Like, interrogating the why is equally as important as getting all hopped up as to why not. And too many companies and too many people I have found spend time on, well, why isn't something happening? Like, versus going in and saying, okay, it's not happening. What can we do differently to actually produce a different result? Because you get caught up on poking on sales leaders and saying, hey, you're not hitting your pipeline metrics, like, why, what's wrong, and that friction, while good and has to happen, you also have to be really open to interrogating so to me the interrogation of it in a healthy way with everybody having a seat at the table and being a team sport is Is the way that I, I have found to be very successful running a Pipe Council.” Episode Timestamps:*(03:44) - The Trust Tree: Go to market strategy when you solve lots of problems for lots of people*(15:32) - The Playbook: Running a Pipe Council*(37:53) - Quick Hits: Ed’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Links:Connect with Ian on LinkedInConnect with Ed on LinkedInLearn more about AsanaLearn more about Caspian StudiosFrom zero to ten podcasts: How Caspian Studios produces B2B podcasts with Asana Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Justin Anovick, Former CPO/CMO at Syndigo.In this episode, Justin gives us a masterclass in operationalizing ICPs (Ideal Customer Profiles) by providing us with tangible strategies for defining ICPs, tips for how to approach fringe use cases, and the reason why it’s so important to have alignment with the executive level. Key Takeaways: How to define your ICP: 1. Accounts 2. Size 3. Region 4. MarketAlignment with the executive team is essential. When the board asks “Who is our customer?” “Where are we seeing success?” you better have answers. Beyond marketing, teams need to work together cross-functionally so everyone is in the know and leadership understands where the company is at any given moment.The entire organization needs to own the ICP. When product, marketing, finance, and leadership teams understand the ICP and do their jobs well, company success is inevitable. Quote:“So I think that a lot of organizations I see they just haven't put the time, effort, money, manpower behind it in order to actually define and understand the ICP. And so certainly each of those three times, one of the hardest things to operationalize it was to explain to the organization, starting with marketing, what actually ICP meant, what target adjustable market meant, but what service obtainable market meant and what you needed to do, and it was eye opening to realize how, to your point, most even marketers didn't really… they understood the concept, but they hadn't actually operationalized it or used it before.”Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links: Connect with Ian on LinkedInConnect with Justin on LinkedInLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Sarah Cascone, VP of Marketing at Bluecore, a retail marketing platform that enables marketers to turn data into revenue-generating campaigns, in minutes.In this episode, Sarah educates us on what her team calls the Relationship Demand Gen Chain, how to foster a meaningful customer community, and how ruthless prioritization is a super power. Sarah also shares with us why she believes traditional outbound is fading away and that now, marketing is all about curating hyper-personalized content.Key Takeaways:Building out the Relationship Demand Gen Chain: Turning overall demand generation into pipeline. Sarah’s four points of focus are: points of view - educating the market on your points of view; points of entry - how you’re engaging with your target audience; points of leverage, where you can organically access your personas; and points of conversion - where your prospects have meetings with your sales team.People buy from people, not companies. When you build a community around what you stand for, it’s a lot harder for prospects to walk away from that community anchored with your service or product offering.Always have something to drive your target market to. When your prospects are ready to buy, they’ll enter into that conversation with your sales team. So before that point, it’s imperative to be connecting with your prospects and community at large organically and often.Quote: “ I think traditional outbound is fading away. That is why we've kind of pivoted our entire SDR team into this ABX account based experiences role. This goes back to in enterprise, where tech solutions are oversaturated, most prospects are not buying from just like a cold call or a cold email. So, the way we kind of integrate the SDRs and the ABX team, really is what they are, into that relationship demand gen chain totally elevates their value because we're becoming known and respected in all of the activities we're doing between thought leadership, events, and community, which gives them the ability and the time to curate their outreach based on the very specific research they're doing on the specific company so that they can speak to exactly what the person that they're going to email is feeling the pain that they're feeling, who, if we're doing our job right, has heard our point of view all along, has been part of our community, now they want to take a call with us…So goodbye, like cold calling and blast emails from the SDR. Hello, hyper-personalized curated that's built right into the marketing engine.”Episode Timestamps:*(03:25) - The Trust Tree: The Relationship Demand Gen Chain*(09:06) - The Playbook: Building a community around what you stand for*(36:14) - The Dust Up: You can take the girl out of NY but you can’t take NY out of the girl*(40:33) - Quick Hits: Sarah’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Sarah on LinkedInLearn more about BluecoreLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Jacqueline Woods, CMO at Teradata, the connected multi-cloud data platform for enterprise analytics, solving data challenges from start to scale.In this episode, Jacqueline talks about the new age of personalization, why AI should not be held accountable, and reminds us that data in technology is only as good as the data put into it. Jacqueline also shares how data is like water and paints a picture of her vision for a unified, frictionless customer experience. Key Takeaways: Personalization is key. One size does not fit all, so dimensional personalization has become so much more important in recent years. There are greater expectations amongst customers when it comes to their digital experiences and how they engage with companies, and it’s important to be aware of these changes and leverage them in marketing strategies.AI isn’t responsible. When we talk about “responsible AI” we have to remember that it cannot be responsible - it’s a technology. So, AI can be trusted, but people need to be responsible. And when people are responsible, they can begin to create an environment of trust for users.Prepare for the AI driven enterprise. Teradata’s estimate is that AI will drive most of our experiences by 2030 and a lot of companies feel disorganized in this area. Data is currently extremely siloed, so the first step is to cultivate a connected enterprise.Quote: “How do you know you're moving the needle? I mean, when we started this conversation with Forbes, it literally was around the same time last year, and my pitch to them was the following: There are a lot of people that say data is the new oil, data is gold, data is this, and I said, you know, my own belief is that data is like water is because this planet is over 72% water. That is what the earth is comprised of. The usable water that you can use on this planet is 2.5%. Most of that is in glaciers, which means that the real usable fresh water is 3 tenths of 1%. And so when you think about data, and all the data that's out there in the world, about 90% of the data is like data that's duplicated or replicated and how much of the core data is new data and information that you can use? And when you distill it down, it probably is very similar to water where the usable data that you can use, once you filtered it, cleaned it, harmonized it, associated it with the right things is probably less than 2 or 3% and that takes a lot of work. And at the end of the day, our thematic or our core belief is that we believe that people thrive when empowered with the right information. People don't always necessarily use the right information when they get it. But if they had it, and they were able to use it, they would actually be better off.”Episode Timestamps: *(05:06) - The Trust Tree: The cloud has changed marketing forever*(30:05) - The Playbook: AI needs to be trusted and people need to be responsible*(46:57) - The Dust Up:*(49:54) - Quick Hits: Jacqueline’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Jacqueline on LinkedInRead: Enterprise 2030: Building the AI-powered company of the futureLearn more about TeradataLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Jessica Shapiro, CMO at LiveRamp, the data collaboration platform for the world’s most innovative companies.In this episode, Jessica shares with us how brand and demand go hand in hand, why everything you do should be measured, and the importance of avoiding building up silos within your marketing team. Jessica also talks about how she and her team are combating stagnation through producing simple content and fostering a strong brand strategy. Key Takeaways:Everything has to be measured. Even the “unmeasurable” aspects of your business needs proxies that can be measured by effectiveness, but everything you do needs to be monitored and appraised in some way to better understand effectiveness.A strong brand strategy is not stagnant. If you’re looking to run a differentiated brand, which you should be, you need a strong brand strategy. Your brand cannot live in PowerPoint; it needs to have room to breathe and grow, and teams need to be constantly evaluating alignment cross-functionally within the company.Interdependencies are key. Making sure you don’t build up silos within your marketing team leads to the best marketing. We all have the same goals. The way relationships become strong isn’t simply through human nature, it’s data driven, so when any and all information is shared across teams, success abounds.Quote:“I started with a differentiated brand and understanding that buyer's journey. It's not a channel or a tactic, but it is everything. If you do not get the whole company singing off the same page, it's very hard to make a difference. So, for me coming in, it was taking that time to do the rigorous research, talk to customers, get alignment with our leadership, get a strong brand story, train our marketing, build the marketing materials, and then train our sellers to use those same stories as they are talking to their customers. So having the whole organization moving together, we revealed our brand platform at our major customer event, Ramp Up…and it was this incredible organizing principle around data collaboration and so my “not cut” is strong brand strategy and I believe a strong brand strategy is not stagnant. It has to live and breathe and grow and everyone has to continue to be aligned.”Episode Timestamps: *(06:07) - The Trust Tree: Bringing companies together to exchange first-party data in a privacy-safe way*(22:29) - The Playbook: Your whole company should be singing off of the same page *(35:30) - The Dust Up: The most effective marketing is through layering your messaging in every channel*(37:40) - Quick Hits: Jessica’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links: Connect with Ian on LinkedInConnect with Jessica on LinkedInLearn more about LiveRampLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Andy Nester, CMO at Firstup, the world’s first intelligent communication platform.In this episode, Andy gives us the scoop on why Firstup is the best in the business at delivering information to individual workers, how he and his team help large organizations personalize experiences for their workers, and his approach to in-depth problem solving for customers. Andy also shares about his work breaking down organizational silos and how that helps scale success for businesses. Key TakeawaysBuild communities based on who you’re specifically trying to serve. The more you attempt to attract and engage a community of multiple roles and various functions, you inadvertently water down the value you offer. Identify your persona’s shared purpose and get laser focused on how they are collectively marching toward the same objective.Large companies need a platform where they can communicate with every single worker. Utilizing a platform that automates communication at scale with individual employees is key in successfully understanding your workforce and making data driven decisions.If you want to scale, you need to identify and break down organizational silos. Whether it’s sales, marketing, or otherwise, when teams work individually, they risk losing knowledge and insights that could help the company grow as a whole.Quote: “Most companies when they think about communicating to the workforce, it's a lot of knowledge workers, desk workers, people who sit behind a laptop like this. But in reality, 70% of the world's workforce doesn't have an email address. They don't sit behind a desk. So being able to communicate with them and understand how those employees are either engaged or disengaged is really, really difficult if you don't have a platform that can automate this type of communication at scale and in a personalized way to capture all those insights that can exist. When you keep that connection with the workforce and use those insights to really identify where there is potential challenges with retention, where there are productivity issues, where there are opportunities for advancement for people, where you should deliver more L&D, for example, there's lots and lots of great things that come out of really understanding the workforce down to an individual level.”Episode Timestamps: *(04:27) - The Trust Tree: Being the best in the market at delivering information at the right time, in the right place to every individual worker.*(22:57) - The Playbook: Nothing is uncuttable.*(41:14) - The Dust Up: Stay calm and approach tension thoughtfully*(42:26) - Quick Hits: Andy’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Andy on LinkedInLearn more about FirstupLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Jenny Victor, CMO at Epicor, a company focused on solutions that help their customers with big-picture inventory management, forecasting, and timely delivery.In this episode, Jenny shares with us how compelling content should be at the center of all that you do, how consumability is key when reaching prospective customers, and the unique strategies Epicor is employing to stand out in a crowded marketing landscape. Jenny also shares a new vision for what it means to be a CMO in our modern world and what that looks like when it comes to services and customer success.Key Takeaways:The role of CMO is evolving. Being a CMO isn’t just about the demand side of things anymore; it’s about impact and driving the business. CMOs are now blending more with the services and success side of the house, which gives marketers a more strategic role in a business.Content is king. Content is at the center of everything you do, so it’s something that needs to be constantly invested in. It also needs to be eye catching, compelling, and consumable above anything else.Create space for peer to peer experiences. Marketing and sales go hand in hand, so marketers working directly with sales helps to accelerate the sales part of the funnel. Acceleration events, where prospects are brought together with SMEs so everyone can learn more about each other, what everyone does, as well as use cases for products, provides a space for everyone to get on the same page and visualize the same goals.Quote:“ I think one of my final thoughts for all the marketers that are listening to this, see if you can find the cool stuff and make it work for you. I think we all want the big hype and we all want the cool stuff. We are fortunate enough to sponsor an F1 car, Alpha Tauri. That is so fun with Drive to Survive. We've done a lot of cool, fun things with it, but we've made it meaningful in the story because Alpha Tauri uses our product to make sure that car's ready for every race. Those 14,000 parts are where they need them to be. And I think it's being able to find that cool stuff and make it work for you.”Episode Timestamps:*(05:39) - The Trust Tree: The most essential ERP partner to the most essential businesses*(10:53) - The Playbook: Content is king*(37:02) - Quick Hits: Jenny’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Jenny on LinkedInLearn more about EpicorLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Gabie Boko, CMO at NetApp, a hybrid cloud data services and data management company, offering cloud data services for management of applications and data both online and physically.In this episode, Gabie shares with us why you can’t have brand without demand, her desire for partnerships vs handoffs, and the beauty of marketing agility. Gabie also helps us unpack why running a brand of commas isn’t the goal, but rather how companies can work toward stabilizing the functions and innovations they offer customers through their brand narratives.Key Takeaways:Leverage thought leadership as a market accelerator. Especially with conversations today about AI and cloud, thought leadership gets lost in the mix. If you’re not in the market and seeding the conversation, you’re reactive vs proactive.Stabilize a “brand of commas” through the narrative. Companies are so much more than what’s written on paper. Showcase what you do for your customers and how you’ve made them successful by stabilizing your brand narrative.Sometimes content is less about what you make and more about where you put it. Be strategic in making your content accessible and available anywhere a prospect might consume it.Quote:“We're putting the dollars in on the narrative, not putting the dollars in on a branding campaign. It's taking the strategic dollars and saying, let's go get the basics right and then not spend money over on this so we can go spend money on some other things until we get some of this other stuff right. You don't need to plant the flag and then defend the flag all in the same year, maybe you just spend some time to getting it right and planting it and getting everybody engaged versus, you know, saying, okay, now we're done! Let's go, let's go out into the market! So, you know, I think it's strategic choices like those two that are the important part of our budget this year, but it's also kind of the like goes back to what I said. I love the agility of marketing to be able to say that's not relevant for me right now. I gotta do this. And I think it's really important to have a good team around you to say, yep. You're right. We support that. You don't have to go do everything.”Episode Timestamps:*(03:36) - The Trust Tree: Brand and demand go hand in hand*(16:28) - The Playbook: Fixing the “brand of commas” *(37:27) - The Dust Up: You can’t do your job well without going head to head with others*(39:00) - Quick Hits: Gabie’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInFollow Gabie on LinkedInLearn more about NetAppLearn more about Caspian StudiosEvent: NetApp Insight Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Orlando Baeza, CRO & CMO at Flock Freight, fixing freight’s biggest weakness by offering a smarter alternative — shared truckload — that moves goods more reliably and with fewer emissions.In this episode, Orlando shares with us his tips for innovating decades old marketing strategies, the benefit of working under dynamic leadership, and why you should always keep your prospects laughing and learning. Orlando also talks about his journey of becoming the active CRO and CMO at a company like Flock Freight and what it takes to reimagine go to market from org structure and design.Key Takeaways:Shared truckload is the key to a cost-saving, efficient trucking future. Most of the trucks you see on the road are half empty, so when we think of the next step forward for cutting costs and getting more commodities to more customers at a faster rate, shared truckload is the answer.Utilizing humor to educate the market. Leveraging humor and wit to grab attention and create care so customers want to engage and learn more about the company 's mission.Reimagine go to market top to bottom. From org structure to design, go to market materials, sales enablement, messaging, inbound vs outbound, and beyond. An organizational shift is necessary at some point in a company's lifecycle for scaling into the future.Quote:“ So one of the big things, we've done is really reimagined our go to market top to bottom from org structure and design, all the way through go to market materials and sales enablement to messaging, right? To even thinking about the inbound versus outbound dynamic and how we prospect. So we've done a lot of organizational shifting to create what we believe is a much more dynamic, much more efficient organization that will set us for scale into the future.”Episode Timestamps:*(05:05) - The Trust Tree: A shared truckload future*(14:53) - The Playbook: Build bespoke to reimagine the existing company playbook*(38:46) - Quick Hits: Orlando’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Orlando on LinkedInLearn more about Flock FreightSteve Burns Solves a New Mystery for Flock Freight: 'How Much Is a F**kload?'Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Andrea Tarrell, CEO of Sercante, making marketing and sales teams wildly successful on the Salesforce platform.In this episode, Andrea shares what organizations should be thinking about in their marketing when it comes to AI, how companies have overused marketing automation, and why the focus of AI should be on process, content, and technology.Key Takeaways:The role of Generative AI: process, content, and technology. AI isn’t going to solve all of our problems or do all of our work for us and it shouldn’t. The human element will always be needed, so marketers should look at how AI can step in to help with the non-value parts of our jobs.Personalization is a frontier we haven’t conquered yet. We see use cases pop up all of the time, and yet we’re still struggling with basic use cases, let alone more sophisticated ones. There’s a lot of untapped potential when it comes to serving up content, offering next best action for prospects as well as related products provides us with lots of room to work with. Marketing automation is overused and sloppy. Be thoughtful about why and how you create content, always be authentic, and think through the natural sequence of information your customers need. Quote:“ I think one continued challenge is training and enablement and getting your teams ready to embrace new technology. And part of the reason why that's top of mind is with all this talk of AI. There's going to be a whole new sector of jobs that are created as a result of that, and getting people comfortable and adopting things that are new is a muscle that I feel like all organizations need to start working out.”Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Andrea on LinkedInLearn more about SercanteLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Kyle Coleman, CMO at Clari & Devin Reed, Head of Content at Clari. Clari’s Revenue Platform improves efficiency, predictability, and growth across the entire revenue process. In this episode, Kyle and Devin give us the inside scoop on how to reduce revenue leak with purpose-driven Marketing, share their thoughts on operational thought leadership, and how revenue is not just an event it’s an outcome.Key Takeaways:Revenue is not just an event, it’s a business process. And a process can be planned, modified, and provide more predictability.Map out your buying personas across the entire buying group. This has to be done so marketers can have more of a seat at the table for deal acceleration. The buyer’s journey has changed so much and we need to be aware of those changes and make strategic decisions through a more updated, effective playbook.Sell and evangelize the problem you solve. You should always be talking about the value you bring to the marketplace and make sure you put the hero cape on your customer so they feel empowered to leverage what you offer and solve their problems.Quote(s):Kyle:“ You need to be selling and evangelizing the problem that you solve, and you need to be putting the hero cape on the buyer so that they feel empowered to go solve that problem, leveraging your technology. And that's the move that we're trying to make. So a lot of what we do in the RunRevenue campaign, and the way that we're showing up, and certainly, hopefully, the vibe that you get when you engage with any Clary properties, whether that's RunRevenue pro or Clary. com or us on social. Hopefully, you get more of a B2C feel from us. We want you leaving any Clari experience and feeling like, that was, that felt like Nike. That felt like Apple. Not, that felt like IBM. Like, that's not the way we want to go. So that's what we're trying to invest more in.”Devin:“You need to win mind share before you can win market share. So all that like people like, oh, it's brand content, like that's not converting. It's like, but most people aren't buying anyway. So you need to start to get, uh, get them to know, like, and trust you, like you're doing with your ad. And then later, when the meeting comes, when it comes up that I need your services, you'll be the first one. And you'll get more inbound.”Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Kyle on LinkedInConnect with Devin on LinkedInLearn more about ClariLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Karin Flores, VP of Strategic Events at Okta, a software development company enabling organizations to securely connect the right people to the right technologies at the right time.In this episode, Karin talks about how Okta is augmenting its portfolio to meet the needs of their customers, how customer stories are always the greatest asset in any marketing campaign, and what it means for brand personas to be more connected than ever before.Key Takeaways:Know the true identity of your customers. After Covid, we learned we didn't’ know our customers as well as we thought we did, yet all we do is centered around our customers. So, it’s an important time to utilize technology and augment marketing portfolios to truly meet the needs of your customers and give them an outlet to share their stories.You always have to be in change motion. You can’t build your portfolio or event after it’s been created: you have to constantly poke at it and make necessary changes. Otherwise, you’re behind.As a marketer, you need to ask yourself: what am I trying to accomplish? Everything about your program is built from understanding your end goal.Quote:“So we've really started to augment our portfolio to meet the needs of our customers. So I think you always have to be in this change motion, change motion. I think you can't build your portfolio anymore, build your event, leave it and be like, this works and then just let it go. You can't, you constantly, constantly have to be poking at it and have to be making changes… You have to be willing to make changes. You have to look at what you're doing. And I say like, look at what you're doing. Change 50%. You know, listen, the times are changing, we change, the way we do business is changing, our priorities are changing, and if you're not making those changes, you're behind.”Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Karin on LinkedInLearn more about OktaLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Sarah McConnell, VP of Demand Generation at Qualified, the pipeline generation platform for revenue teams that use Salesforce.In this episode, Sarah shares the benefits she’s seen of nesting owned events into broader marketing goals, hiring varied skill sets in house as an invaluable ROI, and how everything you do should be about pipeline. Sarah also talks about pipeline as a personalized journey for prospects and the opportunity in giving potential buyers as many avenues as possible to convert.Key Takeaways:Being more diligent about spend. We need to be referring to our data often to be sure the ROI we expect and work towards is something that’s actually happening. It’s important to never stray too far from is this tactic or strategy really working? Owned events should play a multi-functional role for your business. Every event you host should be nested within a broader goal that works for multiple aspects of your business operations.It’s all about pipeline and the customer journey. Every customer’s journey is different. Let’s be sure we’re giving them as many avenues to convert as possible.Quote:“It's business. It's pipeline. Like, that's all we care about. At the end of the day, everyone needs pipeline. If they need revenue, which is every single company. So, I think you make such a good point of, I hate to say it, but like, who cares? It's great to have. It's good to know. It, it helps us directionally. But at the end of the day, we're all working together to drive pipeline. And that's all that matters.”Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Sarah on LinkedInLearn more about QualifiedLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Anthony Kennada, Co-Founder & CEO at AudiencePlus. In this episode, Anthony shares the many benefits of companies distributing content on their own domains, the idea of a more efficient content feedback loop, and how owned media is the way forward.Key Takeaways:The old marketing playbook no longer works. Marketers need to be asking: How can we tell more and better stories about our brand and our customers? How can we entertain and educate our prospects? The marketing industry is hungry for authenticity, so let’s create compelling content and utilize more marketing automation strategies. Unearth peer-driven insights. If we can learn from what we’re all doing in real time, we can fundamentally change how we think about how we’re serving the right information to the right people by utilizing our peers through their expertise and insights.Owned media is the way forward. AudiencePlus is going all in on content production and events to champion brands to own their media channels.Quote: ”When you have someone that is... Opted in to your content, where we see if they're coming back, what they're watching, what topics they're interested in. And so, you know, I think part of the value proposition of what we're trying to offer is, you could get a pretty close, a pretty fast feedback loop on content you're producing today, if you're able to have the data to prove the connection to, to something else.”Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Anthony on LinkedInLearn more about AudiencePlusLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Rachel Konrad, Chief Brand Officer at The Production Board, a holding company established to solve the most fundamental problems that affect our planet, by reimagining global systems of production across food, agriculture, biomanufacturing, human health and the broader life sciences.In this episode, Rachel shares with us her take on conventional marketing, why the most disruptive companies are the ones who think from a tech and marketing perspective, and the need to throw out the incumbent’s chess board and play your own game. Rachel also shares her mission for crafting brand intent first and foremost in order to make greater customer impact.Key Takeaways:Conventional marketing doesn’t always cut it. It’s hard to be disruptive in a busy marketing space with your brand if you aren’t willing to throw out the way everyone has done the same thing in the past.You can cut anything in your budget. Especially in startups, hire people who are swiss army knives to keep costs low and who give you the ability to internally support your company better.Craft brand intent first. If you don’t know who you are and what your purpose is, you cannot create effective campaigns that reach your target audience(s) well.Quote:“It's actually a lot easier than you think if you break it down into these, what does the consumer want? What does the consumer care about? And everything else is just not even something you should over, overly worry about. You just have to be in the same zone of the incumbents on those, but you have to dominate the few things that really profoundly matter to the customer. The goal is not for us to be thumping our chests, telling our story, in our own words, using a lot of marketing jingo. The goal is users. The goal is having user generated content, having your true believers, your advocates, and... Convincing and converting the non-believers, right? That is the goal.”Episode Timestamps: *(07:17) - The Trust Tree: Disruptive companies throw out the incumbent’s chess board*(38:04) - The Playbook: Don’t get too precious about any of your uncuttables*(48:29) - Quick Hits: Rachel’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Rachel on LinkedInLearn more about The Production BoardLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Analisa Dominic, CMO at Opengear, a company that delivers secure, resilient access and automation to critical IT infrastructure, even when the network is down. In this episode, Analisa shares with us how marketing and sales work as one team at Opengear, the importance of getting clear on your buying persona before setting strategy, and why she put Darth Vader in a photo booth. Analisa also shares her experience being a disruptor in the marketing space and how she enables her team and encourages new CMOs to be bold and different.Key Takeaways:Be bold. In order to stand out in the marketing landscape, you have to unabashedly embrace new and unique marketing methods to connect with your customers. Creativity is free.Get to a place where your customers love you. When your customers truly love you, they're your best advocates for quality referrals and so much more.Remember why you were hired in your marketing role. If you were hired to disrupt the space, then disrupt. Quote: “It's really being able to understand the buying persona then creating the strategy. Because if you think you understand the buying persona and you create a strategy, it doesn't matter how good the strategy is, if you're not speaking to them in the right way, in the right times and pulling all those levers, you're never gonna be successful. So, I think there, when you set strategy, it's also important to have that alignment with the sales organization. What's important to you? What are you trying to hit? What are your target customers? Who are gonna be making those decisions, et cetera, et cetera. So it's not just a marketing strategy, it's a business strategy.”Episode Timestamps: *(02:47) - The Trust Tree: Opengear is the silent ninja for all engineers*(14:46) - The Playbook: Darth Vader in a photo booth*(33:51) - The Dust Up: Bring all the stories you can*(37:09) - Quick Hits: Analisa’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Analisa on LinkedInLearn more about OpengearLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with TJ Waldorf, CMO at 1WorldSync, the leader in Product Content Orchestration.In this episode, TJ shares the true value in customer case studies and what that can do for the sales team, why brand and demand aren’t mutually exclusive, and the importance of understanding what your business is trying to accomplish. TJ also talks about why alignment across teams is critical to marketing success. Key Takeaways:Brands should refresh and reposition to be sure they’re resonating with their buying groups. Buyer needs and wants change over time, and brands need to be flexible and evolve to meet those changing demands. Brand and demand go together.Build up a backlog of customers who are willing to help your brand. Customer case studies provide endless value and opportunity for businesses to market their brand. An investigative approach will lend more answers to the questions brands really want to know from their customers.Teams must be aligned to experience the greatest success. Get as granular as possible cross-functionally so everyone sees the same vision and is on the same page.Quote:“ I mean, it goes back to, is that asset distinctive? Right? Like if you want them to think about a certain series, like for us, if we wanted to think about or have marketers think about a certain series different than the IT team or the master data team, you know, how do we make that distinctive so when a marketer sees it's not kind of blending in with some of the other stuff that we might be doing that speaks to a different audience.”Episode Timestamps: *(03:30) - The Trust Tree: Refreshing brand to reevaluate persona needs*(15:38) - The Playbook: Brand and demand go together*(30:36) - The Dust Up: Quick responses aren’t always best*(31:34) - Quick Hits: TJ’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with TJ on LinkedInLearn more about 1WorldSyncLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Efrat Ravid, CMO at Quantum Metric, a pioneer in Continuous Product Design, helping business and technology teams align faster on customer needs and prioritize the opportunities that will drive the most value. In this episode, Efrat takes us on a deep dive into Quantum Metric’s continuous product design approach, the endless benefits of hearing directly from your customers, and the importance of data accessibility across entire teams. Efrat also shares with us how Quantum Metric provides opportunities for their customers to release with confidence and warns all CMOs to stay away from marketing campaigns that do not work for your customers. Key Takeaways:Modern marketing is all about customer relationships. If you don’t know your customers and ask for (and accept) their honest feedback, you are leaving a lot of untapped potential on the table. Encourage customers to share feedback in their own words.Embrace industry dynamics and lean into continuous product design. The purpose of new initiatives isn’t always about selling more products; it’s about continuous improvement to our products for the benefit of our customers.Feedback in your customers’ own words creates marketing magic. The more companies try to force language out of their customers, the less useful customer feedback truly is.Quote:“And then we ask them a different question, and they ask them, what's the value the product actually brings you? Like, forget about what we tell you, what you and the word they use were completely different. They were talking about releasing with confidence. So every time you have an update on your website, you need to release and think about your airline, like United Airlines and you need to release, you can break so many things, right? Or think about [if] you are a bank like US Bank and people can stop, withdraw money because of a mistake you make and it can have a real impact. So releasing with confidence was an amazing value. Another thing they mentioned is being able to test and try again and again and not be afraid of that.”Episode Timestamps: *(04:08) - The Trust Tree: All marketing efforts are focused on the customer: their journey and their feedback*(22:58) - The Playbook: Why Efrat’s not married to any particular tactic; anything can be cut if it needs to be*(31:44) - The Dust Up: There’s an ongoing healthy tension between sales and marketing*(34:29) - Quick Hits: Efrat’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Efrat on LinkedInLearn more about Quantum MetricLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Juliette Kopecky, CMO at Link Squares, the company behind the AI-powered contract management platform of choice for legal teams aiming to move their business forward faster.In this episode, Juliette shares with us her strategies for defining and creating good content and how to meet customers where they are, her focus on creating stronger customer connections, and the importance of bringing varied skill sets in house in order to match the change of pace within the marketing industry.Key Takeaways:It’s crucial to understand how your customers interact with your content and why. Not only does this help your team to better understand your target personas, but it also helps create better connections with prospects and customers.Now more than ever, bringing skill sets in-house is key to marketing success. A skilled and diverse team allows for resilience against the pace of change within the marketing industry.Eliminate what doesn’t perform well for you. Create meaningful results, not just leads, and when you do this over time there’s less to cut in your business.Quote:“And I think for us, that's what we always think about is what is that piece of content or topic area that we wanna build upon that our audience cares about and what is going to be like that best medium for it. And sometimes it can be the same topic area and different pieces of it, like a bite-sized piece of content might work well in an audio podcast, whereas a detailed sort of step-by-step here's how you use the product goes really nicely with, with doing maybe a video tutorial or a written out piece of document. And I think, and I think that's so much about, like marketing is thinking about like that content and what is the vehicle, and then really matching it to your buyers and your prospects. What their needs and how they prefer to consume that content.”Episode Timestamps:*(03:56) - The Trust Tree: Making the backend processes easier for legal teams and increasing ROI by 352%*(24:17) - The Playbook: Eliminating what’s not performing so you don't have to cut anything else*(29:20) - The Dust Up: How you approach conflict is key*(30:24) - Quick Hits: Juliette’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Juliette on LinkedInLearn more about LinkSquaresLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Shafqat Islam, CMO at Optimizely, a leading digital experience platform (DXP) that equips teams with the tools and insights they need to create and optimize in new ways.In this episode, Shafqat shares his core company beliefs around marketing, the journey of cutting Optimizely’s budget to zero and starting over, and how he and his team are getting scrappy and going back to the drawing board to start afresh with their marketing strategies. Shafqat also gets transparent about what it’s been like to be a first time CMO and the advantages that presents him in his new role.Key Takeaways:For long term business success, you have to have a solid digital presence, create awesome content that keep your customers coming back for me, and utilize creativity and science to provide unparalleled customer experiences.Sometimes, you have to scratch it all and start over. By cutting their company budget to zero and starting afresh, Shafqat and his team now run a leaner and more scrappy marketing organization. Anything measurable is uncuttable, anything unmeasurable is cuttable. Be ruthless about what your output is and how it affects your input.Quote:“We wanted to get a lot scrappier, a lot more entrepreneurial, a lot cheaper, like spend a lot less money, even though we have big budgets and it just requires a different type of person, right? And so, as I mentioned, sometimes some people opted out. Some were encouraged to find a better fit somewhere else. And the entire leadership team in our marketing org turned over very quickly…So they all left and all the people who were doing the job one level below got promoted into the new marketing leadership team, and they've absolutely crushed it. Like I'm so proud of them because they were just waiting in the wings to take on more responsibility. Get shit done, prove that we can run a very different type of scrappy marketing organization.”Episode Timestamps: *(03:43) - The Trust Tree: Cutting the budget to zero and starting over*(23:37) - The Playbook: Getting scrappy and redefining the marketing game*(33:39) - Quick Hits: Shafqat’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInFollow Shafqat on LinkedInLearn more about OptimizelyLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Todd Wells, CMO at Acumatica, a leading innovator in cloud ERP. In this episode, Todd provides insights into the marketing team’s responsibilities within Acumatica, how people want to be sold to, and what major sports sponsorships have done for brand awareness and helping his team break through to new audiences. Todd dives deep into his vision and work in brand awareness for Acumatica and how those efforts directly work with and alongside demand generation.Key Takeaways:It’s imperative to focus on brand awareness alongside demand generation.Explore innovative ways to market your brand to break into new audiences, whether it’s major sports sponsorship, airport ads, connected TV, etc.No matter how you market, always think of your individual personas: their wins, wants, and pain points. People want to see themselves in your marketing.Quote:“We've progressively been dipping our toes into just brand awareness as well, and so whether that's airport advertising, whether that's connected TV, whether that's sports, sponsorships, but all of those are really something that we've understood from the marketplace that there's, you know, especially from partners and in speaking to partners, what do they value? What do they want?...In our scenario, I think it happens interestingly very far down the funnel, and so where it's really critical and where the partners are asking for is really that conversion to win.”Episode Timestamps:*(02:45) - The Trust Tree: Acumatica’s criticality of awareness*(11:49) - The Playbook: How Acumatica reconciles their spend with partner spend*(28:01) - The Dust Up: Dust ups are a productive outcome of pushing the execution and strategies of business models*(29:47) - Quick Hits: Todd’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Todd on LinkedInLearn more about AcumaticaLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Christopher Willis, CMO and self-proclaimed Chief Pipeline Officer at Acrolinx, an AI platform that uses a unique linguistic analytics engine to “read” content and provide immediate guidance to improve it, transforming how the world’s biggest brands create high-performing content.In this episode, Christopher shares about why he and his team are focused on 1 to 1 equals 3 partner relationships and what that’s meant for the business, building trust between the sales, marketing and BDR teams, and how awareness and authenticity set up organizations for greater wins with prospective buyers. Christopher also talks about the partner ecosystem and why partner relationships are critical in making Acrolinx as successful as it is today.Key Takeaways:Zeroing in on 1 in 1 equals 3 strategic relationships with partners by crafting a product, an offering, and point of view in order to be able to identify as a content impact platform.Pushing a compensation model where everyone wins or loses together builds greater trust between sales, marketing and the BDR teams.The best results come out of hyper-personalization to prospective buyers, which enables teams to get granular with prospects through research and relationships.Quote:“The difference between then and now is the focus on the one in one equals three relationship that we're having with the businesses that we work with now. Businesses like MHP, which is a services organization owned by Porsche or Hitachi in Japan, or RWS where there's real value in the two companies working together that goes well beyond small technical and marketing relationships.”Episode Timestamps:*(14:31) - The Trust Tree: How Acrolinx is the TSA checkpoint for content inside of big business*(24:58) - The Playbook: Investing in relationships with partners matter*(41:41) - Quick Hits: Christopher’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Chris on LinkedInLearn more about AcrolinxLearn more about Caspian StudiosWordBirds Podcast: How HPE Is Revolutionizing Customer Experience With Content Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Theo shares Brightcove’s holistic go to market strategy, how and why to create a Netflix style experience, and the importance of collecting and harnessing the power of first-party data when it comes to video content. Theo also talks about how thinking and acting like a media company is the way forward for all marketers.Key Takeaways:Different personas need to be sold to differently. Be sure all messaging directly reflects the needs of a particular persona and that it’s not written for every potential buyer.A go to market strategy that’s worked for Brightcove: Treat buyers as individuals, personalize content, and since video is king - make good use of it.Create a Netflix style experience for your customers. Thinking and acting like a media company is the way forward.Quote:"It's ubiquitous. Now research shows that 90%, 97% in fact of recent video viewers would be more receptive to sales communications from a business after consuming their video content, so it's incredibly important that enterprises get on board with video as well.”Episode Timestamps:*(4:20) - The Trust Tree: Brightcove’s focus on “streaming” content strategies *(25:09) - The Playbook: Marketing to customers as customers and not simply as prospects*(38:53) - The Dust Up: Overcoming tension between marketing and sales*(42:56) - Quick Hits: Theo’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Theo on LinkedInLearn more about BrightcoveLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Spencer Dent, Founder of Clozd, provides insights for running effective win-loss programs that help companies see the bigger picture when it comes to product marketing and roadmapping. Spencer also shares Clozd’s three tiered approach to the buyer’s journey, the importance of getting feedback directly from clients, good or brutal, and how to make sure companies are visible to the right people at the right time.Key Takeaways:Continued education for the customer is paramount in showcasing your product’s or service’s value.An effective win-loss strategy is essential for product marketing and product road-mapping.Choosing to focus on nurturing your pipeline and thought leadership efforts not only helps to educate potential buyers on what you do but it also allows for more streamlined content creation and brand messaging.Quote(s):“ I think what you've seen in the last 10 years in terms of the evolution of rev ops, going from being like there's a marketing ops team and a sales ops team and whatever, and a customer success ops team, to a lot of companies are moving to a unified, there's one team that runs the whole customer journey that's responsible for reporting on the whole thing. Making sure all the systems and everything are tied together. We see that right across our clients. And the cool part about win loss is it's the companies that do well with win-loss and actually get the most value out of it, it has very little to do with who owns it, whether it's sales or marketing. It has everything to do with, do they have a culture that can accept feedback?”Episode Timestamps:*(04:17) - The Trust Tree: Why pulling buyer data is key to understanding why a deal happened or not*(24:17) - The Playbook: Clozd’s tactical approach to win-loss*(34:25) - Quick Hits: Spencer’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Spencer on LinkedInLearn more about ClozdLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Episode Summary:In this episode, Johann shares how he and his team are approaching spend management in a holistic way, the beauty of championing your clients, and how all marketing comes down to adding value. Johann also talks about strategies for shifting budget spend to incorporate additional high-converting formats and channels and the importance of focusing on strong content and adding value outside of demand gen interactions.Key Takeaways:Incorporating customer success into the buyer lifecycle journey helps to avoid internal breakdown through departmental silos.Learning how your potential customers interact with your brand before your sales team gets involved allows for deeper insights into the kind of content a business should be investing in and creating.The effectiveness of ads is diminishing and that ad spend should transition away from single use assets to resussable assets that can be repackaged in multiple ways.Quote(s):“What are the business processes that our buyers go through? What are their jobs like? What is their working environment? What does their day look like? Right? And then how do we give the salesperson the education on the topics that are relevant to those buyers that we can address so they can start asking questions and start sort of engaging in an open-ended way and that's kind of the problem, right? You can do all this automation on the website and you can create beautiful content, but if you're not thinking about how do I enable my sellers to understand that content journey and how to leverage the insights that are attached to that content to create dialogue, then it will fall short.”Episode Timestamps:*(8:40) - The Trust Tree: How and why Johann and his team are starting to “solution sell”*(29:44) - The Playbook: Engaging potential buyers before the sales team gets involved*(47:11) - Johann’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Johann on LinkedInLearn more about EmburseLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Thomas Gröhl, VP of Marketing at DocuWare, shares the three methods DocuWare focuses on for marketing campaigns, why engagement is key to everything they do, and how DocuWare is leveraging a more emotional approach to connect with their customers. He also provides insights into how marketing can have a better relationship with sales, the importance of keeping buyers in mind when creating campaigns, and how to be a trusted advisor. Key TakeawaysProviding value in a digital world begins with engagement and being a trusted advisor.Have a local mindset. Step outside of normal marketing tactics and strategize language, tone, and value propositions in a way that can be adapted to a local market.Utilize emotion to tell your buyers a story and connect with them as human beings.Quote(s): “I would like demand gen marketers out there to have their buyers more in mind when they create their campaigns, their content, the messaging. Think about how relevant is it for my audience? What's the value proposition? There are no shortcuts that last long, and your customers will value that in the long run.”Episode Timestamps:*(03:24) - The Trust Tree: How DocuWare uses the channel for 80% of their business*(06:40) - The Playbook: Thomas’s uncuttable budget items*(29:44) - The Dust Up: How Thomas utilizes facts and numbers to bust through company tension*(30:33) - Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Thomas on LinkedInLearn more about DocuWareLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Stevie Case, CRO at Vanta. Vanta is the leading trust management platform that helps simplify and centralize security for organizations of all sizes. At Vanta, Stevie oversees and helps expand Vanta’s go-to-market team to support the company’s rapid growth. She brings over 15 years of sales and business experience, most recently serving as Vice President of Mid-Market Sales at Twilio, a market-leading cloud communications platform.You might also know Stevie as "KillCreek" -- the world's first female professional gamer.In this episode, Stevie shares her experience and expertise with not forcing prospects into a one size fits all experience, how Vanta stays on top of industry dynamics, as well as how and why her team is moving into an always-on approach. Key Takeaways:Buyers today are much more educated than they have been historically, and companies need to take into account the end-to-end buyer journey.Moving away from one-off activities and into always-on programs that are scalable and repeatable.Everyone on the team is responsible for pipeline generation.Quote(s): “It is an all hands on deck effort. You gotta do it in a way that's scalable and thoughtful and evolves and it's gonna be different for everybody. You know, there are, all of the best practices in the world are great, but unless you figure out how to personalize them to your company, your brand and your target personas, it won't work.”Episode Timestamps:*(07:27) - The Trust Tree: How Vanta organizes activities around their ICPs*(34:49) - The Playbook: Stevie’s uncuttable budget items*(42:43) - The Dust Up: Vanta’s inward focus on execution and speed to drown out the noise of market competition *(47:27) - Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Stevie on LinkedInLearn more about VantaLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Megan McDonagh, CMO at Amperity. Amperity is a customer data platform company that helps B2C brands unify and stitch together their fist party customer data for effectiveness and efficiency in order to help companies attain and acquire customers. Megan is a seasoned marketing executive with over two decades of experience leading marketing teams in the high tech space. In this episode, Megan dives deep into the world of first-party data. What it is, how you collect it, and how you can harness its power to create effective marketing strategies. Key TakeawaysUnless your first-party data is stitched together, it’s almost impossible to understand your customer persona and create effective marketing strategies.Education is necessary for defining personas, their problems, and the solutions to help them.Approaching ABM strategies as a pyramid: who are the big players to go deep with? Who are the one to few? Who are the one to many?Quote(s): “How do you understand that and know that if you don't truly know who your customers are? You have data coming in from offline sources…but how do you know if that data is not all unified and stitched together? Unless that's done, it's really hard to understand how to build really effective marketing programs.”Episode Timestamps: *(04:07) - The Trust Tree: Why Amperity pushes for the unification of first-party customer data*(22:35) - The Playbook: Megan’s uncuttable budget items*(37:42) - Quick Hits: Understand your customer journey and what’s needed throughout the funnelSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Megan on LinkedInLearn more about AmperityLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Carmen Williams, Co-CMO and Head of Product Marketing at Zuper. Zuper builds digital solutions to help businesses provide exceptional customer experience. Their mission is to create the world’s most comprehensive tool for field workforce management. Carmen is an evolutionary marketing executive, with experience accelerating innovation and growth for fast-growing companies. She is skilled at driving marketing strategy and plans for fast-growing organizations, and is a forward-thinking, collaborative leader who advocates an evolutionary mindset and empowers teams to optimize performance.In this episode, Carmen shares about her work with inbound ABM strategies for growing field service operations by streamlining their processes, delivering better customer service, and helping them to be more efficient to scale and grow.Key TakeawaysIn order to help fast-growing businesses streamline their efforts, working with a team who strategically uses AI and automation for better customer service and efficiency is key to scaling.Deep collaboration and discussion amongst leadership is one of the secrets to ongoing success.Having an evolutionary, adaptive mindset and culture around testing can prove to be one of the greatest marketing advantages in business.Quote(s): “We're very lucky that the culture and the mindset is around testing sort of the agile, evolutionary adaptive mindset. So we're always thinking kind of like the 80% core that we keep that's working and constantly be testing the 20%. So both my counterpart and I are very much focused with that mindset.”“As every company I've ever been with, I'm sure every company that exists, there's always that tension between subjective, anecdotal, and data, right? Because there's never enough of the exact data you need. Uh, so I think it's just always trying to get everybody on the same page about, um, let the data speak, you know, let the evidence speak whatever it is, rather than, you know, opinions. And I think that's always the dance.”Episode Timestamps:*(02:56) - The Trust Tree: Zuper’s evolutionary mindset*(07:10) - The Playbook: Carmen’s uncuttable budget items* (22:21) - The Dust Up: Carmen’s experience with company culture fit*(23:45) - Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Carmen on LinkedInLearn more about ZuperLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Martha Aviles, formerly VP of Marketing at Talroo, shares how the company leverages dynamic market segmentation to meet customers precisely where they are in their buying journey. In this episode, Martha gives insight into Talroo's innovative demand generation strategies and describes why they are founded on a test-and-learn approach.Key TakeawaysGrowth lies in the ability to connect with customers on their own terms, espeically in a market defined by segmentation and intense competition.Growth in a segmented and competitive market necessitates the adoption of a test-and-learn mindset, coupled with a proactive pursuit of cutting-edge tools and methodologies.Strategic employment of data should be utilized to customize content that resonates with distinct buying personas.Quote: “Customers are getting much more sophisticated. They want to know the differentiators about your platform. How is it better? How are you matching me with better candidates? How are you filling my pipeline?”Episode Timestamps:* (03:02) - The Trust Tree: How Talroo uses segmentation & experimentation* (12:11) - The Playbook: Martha’s uncuttable budget items* (23:32) - The Dust-Up: How to improve rapport with the finance department* (24:53) - Quick HitsSponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Martha on LinkedInLearn more about TalrooLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Priya Gill, VP of Product Marketing, shares how Momentive.ai utilizes data-driven insights to captivate its target audience amidst a sea of competitors. Plus, Priya dives deep into her relationship-building strategies with cross-functional teams in order to ensure ongoing success for product marketing. Key Takeaways:For any product marketer, market insights, customer insights, and competitive insights are indispensable tactics that cannot be overlooked.In order to achieve product marketing success, it is imperative to build robust strategic relationships with a diverse range of teams, including sales, customer service, demand generation, and paid marketing.Effectively communicating differentiation on a company's website and during sales discussions is an essential component for distinguishing oneself in an oversaturated market.Quote: “If you are not in tune with what's happening in the market, why your target buyers care, what they care about, and what their pain points are—then you have no idea how to effectively speak to them in such a way that resonates. That’s what really helps you differentiate yourselves in a crowded market.”Episode Timestamps:* (03:53) - The Trust Tree: Momentive’s utilization of data-driven insights* (16:15) - The Playbook: Priya’s insights into cross-functional team building* (26:28) - The Dust-Up: Finding Alignment between Management and Marketing* (29:06) - Quick HitsSponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Ian on LinkedInConnect with Priya on LinkedInLearn more about Momentive.aiLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Jessica Gilmartin, the CMO of Calendly, talks about the company's shift in marketing strategy from PLG approaches to partnering with large enterprises and shares her thoughts on CMOs who successfully implement a hybrid approach of both PLG and SLG strategies. She also provides valuable tips on how to approach large enterprise accounts, communicate value propositions, and strengthen the relationship between sales and marketing teams.Key TakeawaysAdvice for prioritizing tensions between PLG and SLG teams with a customer-centric approach.Tips for approaching large enterprise accounts with different personas by telling a value story with examples highlighting how using Calendly benefits the entire organization.Calendly's latest product launch designed to enhance the relationship between sales and marketing teams.Quotes: “The only way that you can help your sales team prioritize is to give them really good data about who are the teams that are using [your product].”“Two of the most important things you need to be a successful PLG + SLG hybrid is data… Once you understand those customers that are most right for expansion, how do you provide that value story?”Episode Timestamps:* (00:00) - Meet Jessica Gilmartin, CMO of Calendly* (03:00) - Jessica’s experience with PLG + SLG hybrid approaches* (05:30) - Transitioning from a PLG-focused company to partnering with enterprises* (10:30) - What CMOs need to be a successful PLG + SLG hybrid* (10:30) - Jessica’s uncuttable budget items* (24:00) - How to approach large accounts with different personas* (26:00) - Defining success for each channel * (31:00) - Calendly’s new product announcement* (37:30) - Quick HitsSponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Grant Johnson, CMO at Billtrust, shares insights on prioritizing ROI and tailoring your marketing mix. Additionally, the episode explores Grant's marketing strategy and how he incorporates investing in new and untested tools and strategies into his overall approach. It is a valuable listen for anyone looking to improve their marketing strategy and gain insight into how to maximize ROI.Key TakeawaysModel out your marketing investments by considering factors such as audience demographics, personas, and methodology. It is critical to have a projected ROI of at least 3 to 1, and ideally, 10 to 1, to ensure the success of any marketing effort. It's essential to regularly evaluate your marketing tech stack and tools to ensure that they remain effective and relevant in the constantly evolving marketing landscape.Quote: “You have to commit. You can't declare [a tool or strategy] unsuccessful if you haven't given it a chance and tried a few tweaks and after a certain period of time, you don't hit your head against the wall – you let it go.”Episode Timestamps:* (02:00) - Meet Grant Johnson, CMO of Billtrust* (014:00) - The Playbook: Grant’s marketing strategies* (21:00) - Why your website is essential * (32:00) - Quick HitsSponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Ian on LinkedInConnect with Grant on LinkedInLearn more about BilltrustLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features a conversation with Kevin Tate, the CMO at Clearbit. With extensive experience in enterprise SaaS, eCommerce, digital marketing, and social media, Kevin offers valuable insights on the shifting economics of demand generation driven by changes in the market. He also emphasizes the significance of timing in brand awareness building, highlighting its pivotal role in today's business landscape.Key Takeaways:Optimizing inbound motion has become a big focus area in the new economy for CMOs.The economics of demand generation is changing, with more tire kicking and fewer direct leads due to the market shift, but building awareness is still important.Mid-funnel content–content designed to nurture potential customers who may have interest but not the budget–is an uncuttable budget item for Kevin.Quote: “When things were really frothy, you could be more sure that someone who came across your content ad on Facebook or Instagram might be in the market. Now, it's less likely that they're ready to buy but it's just as important as a brand to be building awareness so that you're top of mind when the time is right.”Episode Timestamps:* (01:30) - Meet Kevin Tate, CMO of Clearbit* (04:00) - Navigating changes in shifting markets* (15:00) - Kevin’s uncuttable budget items* (33:00) - How do you show ROI from mid-funnel content?Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Ian on LinkedInConnect with Kevin on LinkedInLearn more about ClearbitLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Gina Hortatsos, the CMO of LogicGate, discusses the importance of risk management as a strategic necessity and shares valuable insights into governance, risk, and compliance. She also offers expert advice on creating effective campaign maps that meet the needs and buying jobs of customers and prospects. Tune in to learn how to enhance your marketing strategy and navigate the ever-changing landscape of risk management.Key TakeawaysAlthough governance, risk, and compliance is not a new concept, there is a need for disruptive and cost-effective solutions for old problems.To compete with bigger and more established companies in the market, companies’ efforts need to be focused on creating integrated campaigns that provide prospects with content that serves their buying job.Companies need a platform that can help them automate, enhance and manage risk efficiently. Quote: "Category creation has been a very popular trend, but the reality is governance risk and compliance has been around for decades and it will continue in perpetuity because everybody needs to strategically manage risk.”Episode Timestamps:* (01:30) - Meet Gina Hortasos, CMO of LogicGate* (08:15) - The Trust Tree: Gina’s demand gen secrets* (26:50) - Gina’s uncuttable budget items* (34:45) - Gina’s cuttable budget items* (37:00) - The Dust-Up: How Gina handles healthy tension* (40:00) - Quick HitsSponsorDemand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Ian on LinkedInConnect with Gina on LinkedInLearn more about LogicGateLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Every week on Demand Gen Visionaries we sit down with marketing leaders from some of the world’s largest and fastest-growing companies to uncover the demand gen strategies that have been fundamental to their skyrocketing success. In each episode, we ask our marketing-leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this special mini-series to hear the budget items our CMO guests can’t live without!Find parts one, two, three, four, five, six, seven, & eightEpisode Timestamps: *(02:00) Kevin Sellers, CMO, Ping Identity*(04:00) Melissa Sargeant, CMO, AlphaSense*(04:30) Esther Flammer, CMO, Wrike*(06:30) Liam Barnes, Head of Demand Gen, Bionic*(08:00) Eric Quanstrom, CMO, CIENCE Technologies*(11:50) Don Schuerman, CTO & VP of Product Marketing, Pegasystems*(14:00) Michelle Huff, CMO, UserTesting*(16:00) Mandy McEwen, Founder, Mod Girl Marketing*(17:50) Madhukar Kumar, CMO, SingleStoreKey TakeawaysSimplification and focus on a single message or platform is a priority for many CMOs in 2023.Several CMOs say they believe in-person events can be a valuable way to connect clients and a crucial element of their marketing strategy. CMOs cited the web channel as a significant contributor to the pipeline over the years.Quotes“Rather than having multiple go-to-market kinds of motions, we're going to be singular-focused which will give us the ability to invest at the level we need to, but also keeps us simplified and focused on a single message or single platform.” - Kevin Sellers, CMO, Ping Identity“The website, the content team, and paid… those three key areas are what we're developing and focusing in on 2023 to bring new people into the pipeline.” - Melissa Sargeant, CMO, AlphaSense“Our constant need to optimize channels and to look at every single message and keyword—optimizations that we can potentially do within those inbound digital channels is a huge focus for us." - Esther Flammer, CMO, Wrike"Our field budget which is working with vendors… are the lowest volume but the highest converting for us because it's basically just ABM and sales." - Liam Barnes, Head of Demand Gen, Bionic“Some uncuttables are a lot of the positions that we've achieved on directories where our own clients are reviewing us and relating their firsthand experience of doing business with us to the rest of the world." - Eric Quanstrom, CMO, CIENCE Technologies“I think one of the best things I can do as a marketer is connecting one client with another client so that they can inform each other… some of that can only happen at a big in-person event where we can sit down in a tech pavilion or an expo and see the technology, but also talk to each other about how it can be used." - Don Schuerman, CTO & VP of Product Marketing, Pegasystems“​​Our web channel is definitely a huge contributor to pipeline over the years." - Michelle Huff, CMO, UserTesting“If you are in B2B, your target market is on LinkedIn and it's only getting bigger and bigger...if you're not on LinkedIn and you're in B2B, you're missing out on a massive opportunity." - Mandy McEwen, Founder, Mod Girl Marketing“Our first unctuabble item is events and hybrid events too–webinars and such. There are ways to do that in a very economic fashion." - Madhukar Kumar, CMO, SingleStoreSponsorDemand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksFollow Ian on TwitterConnect with Ian on LinkedInCaspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Madhukar Kumar, the CMO of Singlestore and a PLG expert, shares his insights on the world of product led growth in this episode. With over 15 years of experience leading global product marketing and product management teams, Madhukar explains how PLG can transform businesses, dispels common misconceptions, and highlights upcoming trends in the field.Key Takeaways:To implement a successful PLG strategy, companies should focus on creating a product that is easy to try, adopt, and use. They should also measure product usage and customer behavior to identify areas for improvement and opportunities for growth.Common misconceptions about PLG include thinking that it only works for certain types of products or industries, or that it requires a freemium pricing model.In the future, PLG is likely to become even more important as companies continue to move to the cloud and as customers demand products that are easy to use and deliver value quickly. Quote:“It’s not as if you either do PLG or you do PLS, it's a combination of both. You talk to your users through the premium product and the trial, but at the same time, there has to be a gradation of experience.”Episode Timestamps:*(1:47) - Madhukar’s journey to CMO of Singlestore*(10:11) - The Trust Tree: Madhukar’s best marketing secrets.*(29:05) - The Playbook: Singlestore’s marketing strategies *(39:15) - The Dust Up: How Madhukar’s handled tension *(40:44) - Quick HitsSponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Ian on LinkedInConnect with Madhukar on LinkedInLearn more about SingleStoreLearn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Mandy McEwen, CEO and Founder of Mod Girl Marketing and Luminetics, shares valuable insights on how to optimize your LinkedIn profile and leverage the platform for generating new business leads. Her tips and strategies focus on creating a polished and professional profile, regularly engaging with your network, showcasing your expertise through content creation, and much more. Key TakeawaysThe biggest mistake 99% of LinkedIn users make is not optimizing their profile.Use Sales Navigator to find people who are actively using LinkedIn and engage with them.Cold outreach should be personalized and tailored to the exact type of person you're reaching out to.Quote“The number one mistake that 99% of LinkedIn users are making is their profile. Your profile needs to be optimized and amazing–it shouldn't be a glorified resume.” Episode Timestamps* (01:43) - Meet Mandy McEwen, CEO and Founder of Mod Girl Marketing & Luminetics* (04:26) - The Trust Tree: Structure at UserTesting* (08:07) - The Playbook: LinkedIn strategies for companies and individuals* (37:48) - The Dust Up: Healthy tension and how Michelle overcomes it* (38:50) - Quick Hits SponsorDemand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Ian on LinkedInConnect with Mandy on LinkedInLearn more about Mod Girl Marketing & Luminetics Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, find out how an organization fundamentally driven by enterprise sales, rather than product growth, is achieving sustained digital demand gen success. Michelle Huff, CMO of UserTesting, explains how she organizes her sales development and business development teams, how they capture data on their website, and much more so that you can land more qualified leads in your pipeline.Key TakeawaysThe success of demand generation and building pipelines requires close collaboration between the sales and marketing teams, especially in the SaaS industry.Relying on qualitative measures can lead to incorrect assumptions about data—however, as data becomes available and the market and solutions mature, a more accurate understanding of the situation can be gained.CMO is often perceived as one who needs to have all the answers, but the reality is that they are responsible for owning the decisions and driving the strategy, even if the ideas come from others. Quote“The website we call a digital-first demand center because I wanted to make sure that everything is being brought together—our demand gen function along with content, SEO, and our digital web experience teams.” - Michelle Huff, CMO, UserTestingEpisode Timestamps* (01:31) - Meet Michelle Huff, CMO at UserTesting* (04:36) - The Trust Tree: Structure at UserTesting* (12:49) - The Playbook: Demand gen strategies for a sales-driven company* (30:33) - The Dust Up: Healthy tension and how Michelle overcomes it* (31:43) - Quick Hits SponsorDemand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Ian on LinkedInConnect with Michelle on LinkedInLearn more about UserTestingCreate your own B2B podcast with Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.