Pipeline Visionaries

This episode features an interview with Tyler Lessard, VP of Marketing & Chief Video Strategist of Vidyard, a video platform for marketing and sales video hosting. Tyler has over 15 years of experience in B2B marketing, sales enablement, content marketing, brand and video. He’s also the distinguished author of The Visual Sale.On this episode, Tyler breaks down how to effectively use video to generate demand, why video chops need to be in every marketer's toolkit, and how to be cost-effective and make videos at greater scale. --------------------“...up until the last few years it was costly and complex to do a lot of video. That’s where it was really a barrier and people will go, ‘oh, we just do it over there because if we do it everywhere else, I don’t even know how I would afford that or manage it.’ But the reality is today, there are very approachable ways, very cost-effective ways to do video at a greater scale. And so that’s what we’re starting to see is this scaling the use of video across these different programs, having more teams, demand teams, social teams, content teams, thinking about where does video content fit into what we’re delivering. How can it help us better tell this story or answer this question?” — Tyler Lessard --------------------Episode Timestamps:*(1:57) - Tyler’s first job in demand*(2:55) - Tyler’s role at Vidyard*(3:51) - Segment: Trust Tree*(7:17) - How Tyler’s marketing team is structured*(9:03) - Tyler demand gen strategy*(16:56) - The future of video in every marketers toolkit*(33:08) - Where should listeners put their videos?*(36:10) - Segment: The Playbook*(40:35) - Segment: Quick Hits*(42:49) - Advice for a first time VP of marketing--------------------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 Tyler Lessard on LinkedInFollow Tyler on TwitterCheck out Tyler’s book: “The Visual Sale” Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 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 Alon Alroy, Co-founder, CMO & CCO of Bizzabo, a hybrid events platform that has raised $195M and has acquired several companies to date. Alon is a distinguished marketing executive shaping the future of the martech industry. On this episode, Alon provides a crystal ball into the future of events, why he believes experiences play a vital role in this future, and why everything as a marketer leads back to delighting your customers.------------------“When you think about the future, the future is really not about event management software anymore. It’s really about event experiences. People can consume content anywhere. People can get a Netflix like experience in terms of, on demand almost anywhere. So those who want to stay relevant, we need to evolve their offering to be focused on experiences, the attendee experience, the sponsor experience, the speaker experience, and the other experiences. So the future is really about experiences and this is what we have been experiencing as well. And this is what we have been demonstrating. To provide this immersive experience in which people feel connected, the rich transforming from attendees to participants.” — Alon Alroy------------------Episode Timestamps: *(2:00) - Alon’s first job in marketing*(2:35) - What it means to be CMO of Bizzabo*(4:02) - The latest happenings at Bizzabo*(6:54) - How marketers should think about events for 2022*(8:24) - Segment: The Trust Tree*(11:00) - How Alon structures his marketing team*(12:16) - Alon’s marketing strategy*(16:26) - Segment: The Playbook*(18:10) - The future of events *(26:13) - Making experiences memorable*(29:46) - How Alon views content, Bizzabo’s website, & event lifecycle*(33:31) - Segment: The Dust-Up*(35:36) - What’s going away in marketing*(36:26) - Segment: 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.------------------LinksFollow Alon on TwitterConnect with Alon on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 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 Heidi Bullock, CMO of Tealium, a company that connects data from all different sources so brands can better connect to their customers. Prior to Tealium, Heidi was the CMO of Engagio and Global VP of Marketing at Marketo. On this episode, Heidi talks about what it means to be CMO of Tealium, why the rise of data driven marketers is so important, and her top do’s and don’t for customer event marketing during a pandemic. -------------------“...know where your audience is. And I know that seems obvious, but I think even in social, you often see people saying, ‘oh, we've got to do LinkedIn, Facebook, Tiktok', you name it. But if your audience isn't there, maybe that doesn't make sense. So I think before you even think about channels and tactics, make sure you know who you're marketing to. Who you're trying to engage with and where they are and then how they prefer to be communicated to.” — Heidi Bullock-------------------Episode Timestamps:*(1:52) - Heidi’s first job in demand*(2:17) - What being CMO means at Tealium*(3:44) - Segment: The Trust Tree*(4:49) - Who Tealium’s customers are*(8:45) - The rise of date driven marketers *(11:00) - How Heidi structures her marketing organization*(14:26) - Segment: The Playbook*(16:34) - Tips on customer events*(20:20) - Heidi’s marketing don’ts*(31:49) - Heidi’s all-time favorite campaign she’s ran*(32:14) - Segment: The Dust-Up*(35:50) - How Heidi views Tealium’s website*(37:14) - Segment: 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 Heidi on LinkedInFollow Heidi on Twitter Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 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 Nikhil Behl, CMO of FICO, a leading analytics software company helping businesses in over 85 countries. Nikhil has over 25 years of technology, software and e-commerce experience. Prior to FICO, he was COO of Mercantila and spent 12 years in a number of executive-level positions at Hewlett-Packard. Nikhil is best known for being a part of the founding team that built H-P-Shopping.com and turned it into one of the top-five I-R 500 retailers in just seven years. On this episode, Nikhil uncovers the main ingredient for crafting the perfect customer testimonial, why the people you work with are the main driver for creativity, and his strategic tips for creating curated events that perform.----------------“You have to be able to tell these stories just in time with the right medium and not taking up too much of that, person’s either time or ability to digest something. And so taking a story and starting to break it up into either multiple components or segments, putting it into multiple mediums, whether it’s a video or audio or through social or long form and helping these things actually build on each other is really important.” — Nikhil Behl----------------Episode Timestamps:*(2:15) - Nikhil’s first role in marketing*(3:31) - Nikhil’s current role as CMO at FICO*(4:10) - Segment: The Trust Tree*(5:52) - What the buying committee looks like for FICO*(9:19) - Nikhil’s marketing strategy*(10:37) - The way Nikhil organizes his marketing team*(12:26) - Segment: The Playbook*(17:38) - How Nikhil craft’s his customer testimonials*(21:38) - How Nikhil thinks about FICO’s website*(26:48) - Tips on creating curated events*(29:07) - What it’s like being a serial entrepreneur and CMO*(31:50) - Segment: The Dust Up*(34:00) - Segment: 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 Nikhil on LinkedInFollow Nikhil on TwitterFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 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, CMO of Hopin, an event technology platform that recently garnered a $7.75B valuation.On this episode, Anthony takes us behind the scenes on Hopin’s explosive growth, how he and his team are trying to redefine webinars, and why he believes every company needs to start acting like a media company. -------------“Every company needs to start acting like a media company or risk going out of business, pure, plain and simple. And when the cookie-less future that we're all staring down comes to light, the companies that survive are the ones that caught this early and were able to start investing in building their own content moat around the business.” — Anthony Kennada-------------Episode Timestamps:*(2:05) - Anthony’s first job in marketing*(2:45) - More about Anthony’s role at Hopin as CMO*(4:05) - Segment: The Trust Tree*(6:41) - Who’s the buying committee for Hopin *(8:37) - How Anthony’s marketing team is organized *(14:23) - How events have changed over the last 18 months*(25:15) - Segment: The Playbook*(29:45) - The investments Anthony makes into brand*(31:54) - How to think about investing in content*(35:30) - Segment: The Dust Up*(38:45) - Segment: 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 Anthony on LinkedInFollow Anthony on TwitterFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Find parts one, two, three & four------Episode Timestamps: Part five of this special mini-series features 12 CMOs and marketing leaders from some of the world's fastest-growing companies, including:*(4:00) - Amanda Malko, CMO, G2*(7:40) - Raj Khera, Head of Growth, SalesIntel.io*(9:05) - Katrina Wong, VP Product Marketing and Demand Gen, Segment*(11:11) - Morgan Norman, CMO, Dialpad*(12:30) - Kady Srinivasan, SVP Global Head of Marketing, Klaviyo*(13:55) - Joy Corso, CMO, Vonage*(15:05) - Justin Shriber, CMO, People.ai*(18:40) - Susan Beermann, CMO, NAVEX Global*(20:21) - Keith Messick, SVP Marketing, LaunchDarkly*(22:20) - Kyle Lacy, VP Marketing, Seismic*(23:45) - William Tyree, CMO, Revenue.io*(25:30) - Jon Miller, CMO, Demandbase 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. LinksFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“The thread that runs through these best practices is this concept of account based experience. And it's a concept of really understanding where the account is in its journey and applying all that account intelligence that you have to not treat every account the same, but to really interact with them in a way that's going to be relevant and appropriate for where they are in their journey. So that's absolutely a key theme to how the best companies are doing this.” — Jon Miller-------------Episode Timestamps:*(2:05) - How Jon got started in demand gen*(2:40) - Jon’s current role at Demandbase*(4:10) - How COVID-19 changed demand gen*(5:35) - The Trust Tree*(7:20) - The different personas Demandbase is selling to*(11:45) - Where the industry is at with ABM*(14:05) - What the future of ABM looks like*(18:50) - The biggest trends in demand gen*(25:25) - The Playbook*(28:43) - The Dust-Up*(30:54) - Jon’s favorite past campaign he’s ever run*(31:48) - Biggest learning experience over the years*(33:30) - Quick hits 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 Jon on LinkedInFollow Jon on TwitterCheck out Demandbase’s guidesFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Make a really good case for having your most experienced SDRs handling your inbound leads. That's going to make the biggest difference ever in terms of the return on your marketing investment.” — William Tyree-------------Episode Timestamps:*(2:30) - How William first got into demand gen*(3:00) - William’s current role as CMO of revenue.io*(4:10) - The Trust Tree*(8:35) - How William’s marketing team is structured*(15:30) - William’s 3 most uncuttable budget items*(17:25) - How Revenue.io’s podcast became to be and how they think about rich media*(26:27) - Why LinkedIn marketing is a game changer*(28:40) - Rebranding from ringDNA to Revenue.io *(32:22) - William’s favorite campaign*(33:40) - William’s biggest learning experience from a past campaign*(32:27) - How William views Revenue.io’s website*(36:15) - The Dust-Up*(38:10) - 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. LinksThe Sales Enablement Podcast with Andy Paul Connect with William on LinkedInFollow William on TwitterFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“A very important part of demand gen is the alignment between marketing, product, sales, and customer service.” — Kyle Lacy--------------Episode Timestamps:*(2:00) - How Kyle got started in demand gen*(2:55) - Kyle’s current role at Seismic as SVP of Marketing*(3:53) - The Trust Tree*(6:10) - Selling to sales teams*(7:50) - What getting acquired is like and what changed from Lessonly to Seismic *(13:20) - Playbook - Kyle’s most uncuttable budget items*(15:10) - Digging into SEO strategies Kyle uses*(18:40) - The ABM stack that wins*(22:50) - How Kyle views the company website*(24:55) - Kyle’s favorite campaign*(26:15) - A strategy or tactics Kyle is not trying again*(28:55) - The Dust Up*(31:30) - 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 Kyle on LinkedInFollow Kyle on TwitterFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“[Our website does] both education and conversion and is the way we think about it, but it actually plays all of the classic roles. It plays as our billboard. It's our always-on asset. We have complete control over it, so we want it to be great.” - Keith Messick-----------Episode Timestamps:*(3:03) - Keith’s first job in demand gen*(4:25) - LaunchDarkly explained *(6:14) - The Trust Tree*(7:36) - Keith’s main marketing strategy*(9:45) - How Keith thinks about spreading marketing resources*(13:00) - Justifying ROI for building community*(15:40) - Rebrands and avoiding the nightmare*(21:46) - The Playbook and Keith’s uncuttable budget items*(32:42) - How Keith thinks about his website*(36:16) - Customer marketing strategy and perspectives*(39:00) - A tactic that is fading away to be aware of *(42:25) - The Dust-up*(44:16) - Quick Hits 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 Keith on LinkedInFollow Keith on TwitterLaunchDarkly is hiring! Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“It's noisy out there and creativity can be the difference between people paying attention to you and not paying attention to you. So I think we have to take some risks as marketers to stand out and be a little bit different and not all look the same and play it safe.” — Susan Beermann----------Episode Timestamps:*(1:54) - How Susan first got into marketing*(2:45) - Susan’s current role at NAVEX Global*(3:14) - What NAVEX Global is*(5:00) - The Trust Tree*(9:40) - How Susan’s marketing team is organized*(12:24) - The Playbook - Susan’s most uncuttable budget items*(14:25) - Digging deeper into NAVEX Global’s website*(18:45) - Susan’s conversion tips*(22:05) - Tactics/channels that are fading away in Susan’s eyes*(26:10) - Susan’s favorite campaign she worked on*(32:43) - The Dust Up*(38:17) - 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 Susan on LinkedInFollow Susan on TwitterNAVEX Global is hiring! Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“The danger of the website is that you can attempt to make it all things to all people. We're very focused on two priorities for our website: First and foremost, it is a lead gen tool for us. And secondly, it is a platform for our thought leadership.” — Justin Shriber------------Episode Timestamps:*(2:20) - How Justin got into demand gen*(3:30) - What People.ai does*(4:30) - The Trust Tree*(17:20) The Playbook - Justin’s most uncuttable budget items*(19:00) - A deeper conversation on SEO*(28:35) - A marketing tactic that Justin thinks is fading away*(29:30) - Justin’s favorite marketing campaign*(34:00) - Justin’s least favorite campaign and why it didn’t work*(37:40) - How Justin views his website*(41:15) - Advice on marketing on LinkedIn*(43:20) - The Dust-up*(46:40) - Quick Hits 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 Justin on LinkedInFollow Justin on TwitterCheck out the Legends of Sales and Marketing podcastFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Make content personal for consumers. That’s what folks are really interested in. They want to be educated and engaged. We really want to try to serve up that blockbuster content that we think is going to be compelling for folks to help them make good decisions.” — Joy Corso----------Episode Timestamps:*(2:00) - How Joy got started in Demand Gen *(3:30) - What Vonage is and what it means to be CMO *(5:30) - The Trust Tree & Joy’s demand gen strategy *(8:30) - Who Vonage is selling to*(9:45) - Org structure for Joy’s marketing team*(12:25) - The Playbook - Joy’s most uncuttable budget items*(17:00) - Joys non-digital channels for marketing (day-to-day) *(18:30) - How to market to developers *(21:40) - What Joy is most likely to cut in the coming years *(23:35) - Joy’s favorite campaign *(26:40) - How Joy views Vonage’s website*(30:00) - Joy’s favorite/most convertible aspect of Vonage’s website*(35:20) - 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 Joy on LinkedIn Follow Joy on TwitterFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“The content we're putting out is not transactional. It's not behind a gate. It's essentially there to help people be better at their jobs as salespeople or marketers or commerce individuals or admins or devs. It's really to help people be better. And we think organically that will help grow the business.” — Colin Fleming ---------Episode Timestamps:*(2:15) - Colin’s first job at Salesforce*(2:40) - Life as driver for Red Bull racing *(4:11) - The origins of Salesforce+*(9:07) - Why marketers have underinvested in content*(12:50) - Community building and long term investments*(15:10) - Planning the rollout of Salesforce+*(17:06) - How to think about educational + entertaining content *(23:34) - The scale of Dreamforce and Salesforce+*(29:20) - How Salesforce+ will organize its content *(32:00) - How Salesforce+ thinks about advertising + partner relationships *(37:00) - What surprised Colin about the Salesforce+ process *(41:07) - What Colin would do differently about the Salesforce+ rollout 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 Colin on LinkedInFollow Colin on TwitterSalesforce+Dreamforce 2021Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“My hires this year have not come from the event world. They've all come from the broadcast production world so that we can understand how to keep curating products that are going to be engaging to our viewers. We take that concept of ‘we've come here to tell a story.’ So we have to take advantage of all the tools and best practices out there in storytelling. And that means that we're not borrowing from the events world, we're borrowing from a completely different industry.” — Linda Episode Timestamps:*(1:47) Dreamforce’s inspiration going into a hybrid world*(10:42) Hiring from different industries is a cheat code*(20:38) Dreamforce’s secret unstoppable sauce*(21:42) What to expect for the upcoming Dreamforce 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 Dan on LinkedInFollow Dan on TwitterConnect with Linda on LinkedIn Follow Linda on TwitterConnect with Kraig on LinkedInFollow Kraig on Twitter Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“There's something about the culture where you just take things on. There's not a lot of time to be overwhelmed or have fear. You go into a room and you're like, ‘all right, let's bring out all the ideas that would make this bigger.’ And then you just turn each one over to see what's possible and how it can work. There's not that space of, ‘oh my goodness, how are we going to do this?’ It's just like, ‘all right, you guys, let's just take this on. Let's go.’” — Linda Dunlap Episode Timestamps: *(6:40) Create the bar that others will want to try and raise*(18:27) Having a vision and being intentional*(19:10) It matters where you’re getting your inspiration from*(29:38) The importance of having a backup plan*(35:00) The epicenter of the keynote*(44:16) Cultivating a fearless mindset 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 Dan on LinkedInFollow Dan on TwitterConnect with Linda on LinkedIn Follow Linda on TwitterConnect with Kraig on LinkedInFollow Kraig on Twitter Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Be confident. There are so many people who are going to make you want to second guess your intuition about things that you have to do, but just stay strong and focus on what you think is right.” — Kady Srinivasan-----------Episode Timestamps:*(0:30) - How Kady got into demand gen*(3:05) - What a Global Head of Marketing does*(6:00) - The Trust Tree*(7:00) - Klaviyo’s marketing strategy*(8:38) - The organization of the Klaviyo marketing team*(9:20) - Who goes into the e-commerce buying committee*(10:27) - How Kady thinks about market segmentation*(12:22) - The Playbook - 3 Uncuttable Budget items*(14:12) - Kady’s main marketing philosophy after 20 years in the space*(17:00) - Hotjar analysis tool*(24:09) - How to help your customers achieve their goals*(25:20) - What Kady’s team won’t be spending money on this year *(27:08) - How Kady views Klaviyo’s website*(28:30) - The Dust Up *(32:32) - Marketing at EA and Ubisoft *(34:50) - Quick Hits 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. LinksHotjar website toolKlaviyo is hiringThe Art of the Impossible bookConnect with Kady on LinkedInFollow Kady on TwitterFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Key TakeawaysAs a marketer, you’re here to borrow, remix, and be unique — not to steal.Demand gen is more than numbers and metrics. Without engaging storytelling, you’re destined to fail.All CMOs should have open dialogue with their CEOs. If you’re not willing/able to share your rawest ideas, you’re both in trouble.Quote“As a marketer, we're always borrowing, cheating, stealing from everyone out there in the market. And I think that's good and bad. You can use the pattern from someone else, but the bad part is you're also not always coming up with your own unique ideas. And if you're a marketer, you're a pretty bad-ass creative person. In general, that's why you're here. That's why the world puts you there.”Episode Timestamps:*(4:15) - The Trust Tree - Morgan’s demand gen strategy *(6:20) - How marketing and demand fit into sales*(8:06) - The Playbook - Morgan’s Uncuttable Budget Items*(9:40) - Paid Google spend*(12:50) - Why great marketers are always borrowing*(15:50) - Planting the seed in consumers' minds*(18:10) - What Morgan’s investing in from a creative standpoint*(23:48) - Taking cues from B2C to implement to B2B*(28:17) - How to think about personalization*(34:00) - The Dust Up*(37:05) - Morgan’s favorite campaign*(38:40) - The challenge of marketing A.I. *(43:25) - How to view your website*(44: 25) - Quick 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 Morgan on LinkedInFollow Morgan on TwitterDavid Goggins bookCheckout DialpadFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“I think most outbound prospecting these days is being warmed up in some way, shape or form by marketing and all the content we put out there. And each marketing engagement becomes a signal. It's a clue and it gives us insight on the intent of the prospect. And so I don't know if true cold calling exists in the same way as it did years ago.” — Katrina Wong---------Episode Timestamps:*(2:08) - Katrina’s first job in demand gen*(3:00) - What marketing at Segment looks like*(4:20) - The Trust Tree*(6:50) - What Segment is and who their customers are*(10:00) - Technical vs. functional leaders *(13:08) - How Katrina views Segment’s website*(14:10) - The Playbook & the Most Uncuttable Budget Items *(15:30) - SEM/paid social tricks*(18:00) - Product demos in person vs. over Zoom*(19:15) - What legacy marketing tactic is fading away *(22:50) - Katrina’s favorite campaign over her career*(26:30) - Insights around personalization*(29:30) - Katrina’s most memorable dust-up*(30:44) - What it was like getting acquired by Twilio*(33:08) - 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. LinksSegment’s blogTwilio’s Signal ConferenceFollow Katrina on TwitterConnect with Katrina on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Don't hold back your knowledge. One of my recent posts was about sharing your expertise. Nobody's going to believe you're an expert if all you do is talk about what you know. You actually have to show people what you know. So write articles, write a book, do a webinar on your specific area of expertise and let it all out. Just share that knowledge.” — Raj Khera-----Episode Timestamps:*(2:07) Raj’s first job in demand gen*(3:00) SalesIntel explained*(4:00) What Raj’s role is and what he does as head of growth*(4:40) The Trust Tree - Raj’s demand gen strategy *(6:20) SalesIntel’s Org Structure*(8:00) Who SalesIntel sells too *(10:45) The demand for SalesIntel*(13:20) How Marketing departments use SalesIntel*(16:50) The Playbook - Raj’s Uncuttable Budget Items*(18:35) Raj’s favorite tools for keyword research*(20:20) PPC strategies for SalesIntel and Raj*(23:40) Setting up sponsorships and sponsorships in general*(31:20) Dust-ups *(36:40) Raj’s favorite campaign*(38:10) Bad campaigns are due to not testing enough*(39:45) 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 Raj on LinkedInFollow Raj on TwitterJonathan Livingston SeagullPower Questions - Build Relationships, Win New Business and Influence OthersSalesIntel is hiring!Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Retention is the foundation for growth. And I think it's one that's easy to overlook as you're focused on pipe gen and getting more customers. But if you invest in customer success advocacy and building a community, then you're going to continue to have a very successful business because you're going to retain and grow the customers that you already have.” — Amanda Malko-----------Episode Timestamps:*(2:25) Amanda’s first job in demand gen*(2:50) Amanda’s role at G2*(6:50) Digital transformation wasn’t the only thing COVID accelerated*(7:20) The Trust Tree*(9:30) How different people are using G2 successfully*(11:15) G2’s overall go to market motion and strategy*(20:05) Amanda’s marketing philosophy and how she treats her first 90 days as CMO*(22:00) The Playbook — Amanda’s Uncuttable Budget Items*(25:25) Amanda’s views on customer marketing*(28:30) How B2B enterprise tech companies can leverage ABM/email marketing*(33:00) Measuring campaign success and the framework G2 uses*(35:15) Amanda’s advice for someone figuring out their G2 strategy*(39:00) How Amanda views G2’s website, chatbots, and conversational marketing*(41:30) Amanda’s most memorable dust-ups and advice*(43:15) 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 Amanda on LinkedInFollow Amanda on TwitterFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Episode Timestamps: *(3:54) Christelle Flahaux, Head of Marketing, FortressIQ*(6:02) Jamie Domenici, CMO, LogMeIn*(6:47) Susan Ganeshan, CMO, Granicus*(9:20) Dave Kellogg, Principal, Dave Kellogg Consulting*(13:18) Norman Guadagno, CMO, Acoustic*(16:14) Alex Rosemblat, CMO, Datadog*(18:22) Jay Lee, CMO, Avalara*(20:50) Jim Sinai, SVP Marketing, Procore Technologies*(22:42) Josh Todd, CMO, Mindbody*(25:33) Erica Chan, Head of Brand and Marketing, North America B2B, Alibaba*(29:00) Sydney Sloan, CMO, SalesLoft*(31:10) Brian Kardon, CMO, InVision 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. LinksFind parts one, two, and threeFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“The part of the playbook is to go slow to go fast. So I see a lot of people going really fast, but if you don't have the foundation of analytics, you're really flying blind. And so as marketers jump into a new job and they want to really show value right away. But if you don't have a good foundation of understanding, what's working, what isn't, you don't have a really good marketing automation platform that's configured the right way and the right MarTech stack and the right data stack, it's going to slow you down later. It's like engineers who have technical debt. Like you can never develop a new product if the foundation is cracked, you just can't build up. And so for marketing organizations, you've got to go slow to go fast.” ---------*(2:24) How Brian got into marketing*(2:53) Everything you need to know about InVision*(5:26) Brian’s main marketing/demand-gen strategy*(7:30) How Brian thinks about InVision’s website*(8:31) Bots are better than humans at demand gen*(13:10) Study SDRs and direct mail like an anthropologist*(17:37) The theme of Brian’s marketing playbook is to go slow to go fast*(36:50) Brian’s favorite campaign of all time*(39:45) How Brian thinks about marketing a new product *(44:50) Brian remicises on a memorable dust up and advice on avoiding them*(46:20) 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.--------LinksThe Qualified Sales Leader: Proven Lessons from a Five Time CRO by John McMahonInvision’s podcastFreehand by InvisionFollow Brian on TwitterConnect with Brian on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 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 Sydney Sloan, CMO of Salesloft, a leading sales engagement platform whose most recent funding round valued the company at over a billion dollars.Sydney is a two-time CMO and seasoned marketer with more than 25 years of experience as an advisor, investor, and marketing leader for numerous companies, most notably Adobe, where she spent 15 years in product marketing, customer marketing, and demand generation.On this episode, Sydney delves into the inner workings of SalesLoft’s website, explains how to personalize your marketing team’s communications, and shares the framework she uses for having difficult conversations at work.Key TakeawaysAll marketing teams must use the communications holy-quad-fecta: email, phone calls, social touches, and direct mail.Your website is a direct reflection of your brand. Treat it that way.CMOs who are trying to rethink or figure out their demand gen strategy: don't try and fix it all at once. Find one part that you can focus the team on, fix that first, and then go to the next one.Quotes“You have to personalize your communications. Email is the primary channel, but you have to use more than email….When you're doing email, phone call, a social touch and a direct mail, that is the holy-quad-fecta. You'll get a 4.7 X higher lift than sending email alone.” “Everybody in SaaS knows that you have to continue to work really hard to maintain a customer, especially in a competitive marketplace. So having those programs where customers can come and learn about what we're up to and learn from others is important.”“I love my website. First of all, I believe the website is the first door, the reflection of your brand. It should speak like a human and we've worked really hard to make it sound like a ‘Lofter’ and even our chatbot’s called Lofty. Just having that ability to communicate in the way that sellers want to be communicated to– that’s so important.”“My one piece of advice to give to a CMO who's trying to rethink or figure out their demand gen strategy would be to don't try and fix it all at once. Try and find one part that you can focus the team on and fix that first and then go to the second one. Trying to do it all at once can be overwhelming and take too long. Get quick wins.” 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. LinksFuture Female CRO seriesHey Sales People podcastDare To Lead by Brené Brown bookHow to Win Friends & Influence People by Dale CarnegieDare to Lead podcast by Brené BrownFollow Sydney on TwitterConnect with Sydney on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 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 Erica Chan. Erica leads Alibaba’s Brand and Customer Insights Team in North America, where she works with over 20,000 sellers and 26 million buyers worldwide. On this episode, Erica talks about the challenges and misconceptions a Chinese company faces when breaking into the North American market. She also shares her insights on building customer trust, trade-show and content strategy, and much more. Key TakeawaysYou’re only as successful as your customers' success.There are over 30M U.S. businesses, but only around 1% do international sales. Think about how your marketing efforts can increase international sales.If you have a brand or company that you’re trying to globalize, don’t forget about the localization aspect of globalization. Local communities make up the global community.Quotes“At the end of the day, B2B is a very human business. What we’ve found is that having an on-the-ground customer success team to pick up the phone or meet face-to-face with our customers to help them through this digital journey has been tremendous. For us, this is a gold mine for customer insights.” “We rely a lot on our ecosystem of partners to help us with content ideas and also content creation...we love creating the content with our customers. We feel very strongly that our customer's success is our success. We're only successful if our customers are successful and we love featuring customer success stories.” “We actually have a competition within our office...We want to encourage folks to talk and get in front of as many customers as possible. It's like a competition amongst teams... like a fun way for us to incentivize getting front and center and really listening to our customers.” 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.LinksAlibaba's B2B Today Daily SeriesConnect with Erica on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 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 Josh Todd, CMO of Mindbody, the leading technology platform for the wellness industry.Josh is a two-time CMO with 20 years of strategic and tactical experience in key marketing leadership positions, including eight years at Constant Contact, where he led an aggressive customer-acquisition strategy that propelled the company from 50,000 to more than 600,000 customers.On this episode, Josh discusses how he’s structured his marketing organization to serve the unique blend of Mindbody’s B2B and B2C product offerings, and the challenge of building a website that serves both sides of the market.Key TakeawaysLess is more with your website copy. It’s more difficult to nail it, but if done correctly, the influence is huge.By making your marketing more simplistic internally, you’ll get more ideas from people who aren’t typically in marketing.The saying, “Everybody thinks they’re a marketer,” doesn’t always have to be a bad thing. The more ideas the better.Quotes“What we've really focused on is hiring marketers who truly understand what the one-to-one personal touch looks like. And I mean, they are just great at going in and understanding, ‘what do they care about? What do they like? How do I find a creative way to break through that's aligned with our vision, our messaging for how we can support them, and then having that directly connected to the sales team so that they are talking the same language.’” “There are three ways for us to [market] everything we do. There's inception marketing, where we're laying that groundwork. It's thought leadership — we're showing up in your trusted publications, and we're incepting this idea of Mindbody and what we can do. There’s flow, where we’re showing up where you are, whether it's answering a question in search or showing up to an event that you're already at. And then finally there's interruption, where you weren't really looking for us. Some of our advertising falls into that area, but what we're trying to do with these strategic accounts is just get in flow with them. Go where they are. Remove any barriers and any resistance. And then we can have a conversation about how we can help their business.” “We try to keep things as simple as possible. We look at that buyer's journey: Awareness, interest, desire, and action. It may feel old. It may feel too simplistic, but what it does is it creates a common language for the marketing org and the rest of the org. If we orient it to the customer journey, if we keep what we're trying to do simple and straightforward, we can actually stay out of our own way. We can bring the org in and now you start getting ideas from all other places, because you've made a kind of marketing theory, if you want to call that, accessible.” “There are a lot of hard parts in marketing, but one is: everybody feels like they’re a marketer. But like anything, the closer you get to it, the more you understand. This is a science, this is an art. Every little part of it is super complex. So the more we can simplify that and broaden the conversation, we feel like the more smart people we can get engaging and coming up with great ideas.”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.LinksHidden Brain PodcastMindbody’s websiteFollow Josh on TwitterConnect with Josh on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 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 Jim Sinai, Senior Vice President of Marketing at Procore Technologies, a global cloud-based construction software company that recently went public at an approximate valuation of $9B. Prior to Procore, Jim held numerous senior leadership roles across 8 years at Salesforce, including leading the launch for major product rollouts of Salesforce Platform and Salesforce Einstein. On this episode, Jim unpacks the intersection between product marketing and demand gen, the hardest challenge facing modern marketers, the future of webinars, and much more.Key TakeawaysEvery product marketer must think like a CMO. Messaging is important, but messaging for an entire audience is more important.Whenever you have a disagreement, the answer is not going to be found inside the four walls of the building, it's outside with the customer.If you're a CMO and you're not willing to learn how the demand gen systems work, you're not going to be CMO for very long.Quotes“The best demand gen leaders out there can do product marketing. I've seen them do product marketing, and they all have the same attributes in common, which are stakeholder management and alignment. At the end of the day, what makes for great campaigns and great demand gen is when you have the sales team and the marketing team focusing on trying to say the right message to the right people.” “All good campaigns are really just about trying to get eyeballs back to your website where you're trying to convert things. We have this mantra at Procore in our marketing team that the website is our most important asset. And we put all of our attention to make sure that we have all of our merchandising on the website.” “Just think about how your buyers are humans and they want a really delightful experience on the website. [Maybe] that's integrating a chatbot...One of the things that I think is fantastic is when you don't have to talk to a salesperson to book a meeting with the salesperson. I want to talk to sales and I want to talk to them either now via chat or I want to pick up the phone. Giving the shopper that channel is really important.”“Whenever you have a disagreement, the answer is not inside the four walls of the building, it's out with the customer. So the person who has tested it the most is the person who will likely have the winning argument in a dust-up.” “If you're a CMO and you're not willing to learn how the demand systems work, you're not going to be CMO for long, unless you have a phenomenal demand gen visionary as your right hand..” 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.LinksWorld of Concrete ConferenceProcore is hiring! Follow Jim on TwitterConnect with Jim on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 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 Jay Lee, CMO at Avalara, a leading provider of tax compliance automation software valued at $13B.Jay is a two-time CMO with more than 20 years of experience developing high-performing marketing teams, and previously held leadership roles at GE, American Express, and PayPal.In this episode, Jay walks us through the ins and outs of partner marketing, growing site traffic, content strategy, and the key learnings that he and the marketing team at Avalara are reflecting on post-pandemic.Key TakeawaysIf your company is in a rapidly changing industry, treat your website as an online newspaper. Keep your users up-to-date on what’s changing in your industry so your site is the go-to site.Always have backup marketing channels at the ready. You never know when the next curveball will be thrown your way.CMOs that don’t have the numbers on their side are in deep trouble. Metrics are your best and worst enemy. Quotes“We are always trying to get a sense of what the spend is and then what the return is. In B2B, it's all about what kind of leads you are creating and all the different programs that you have and what kind of pipeline you're generating for sales.”“A recommendation from a partner, ‘hey, you should use Avalara to manage your tax compliance in our system,’ that's enormous. We do a lot of direct marketing ourselves. But it's always better to have that trusted advisor or a system that you're already using to endorse us because you know that it's going to work and that’s what really matters.” “COVID happened in March and immediately the whole events industry shut down. That was a whole channel for us. It just went dark. If you're thinking about a multichannel approach to go to market and one of the main ones to your target audience gets shut off — what are you going to do? What we did was we leaned into all the other channels. We put up a bunch of webinars and started to get ourselves into the virtual world.” “What's so great about marketing versus any other part of the company is it's where you're actually supposed to test a ton of stuff. So there really isn't any bad marketing campaign. Just as long as it doesn't cause any reputational issues or do anything that’s too strange.” “Marketing should never say this: ‘We tried that and it didn't work.’ Because the world is always different today than it was yesterday. And circumstances have changed. Testing is always a part of the budget that people should make sure that they have.” 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. LinksAvalara Crush Virtual EventHidden Brain podcastJay's LinkedinJay’s TwitterFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Key TakeawaysDon’t sweat the numbers, sweat the quality.All B2B marketing teams should consider hiring a great demand gen person that knows Google ad words as an early hire.To make an event that drives pipeline, you must define your audience as narrowly as possible.Quotes“To make an event that drives pipeline, I think the most important thing is to define your audience as narrowly as possible. If you were to say ‘this is going to be an event tailored for X kind of person,’ that's probably not enough. It's got to be X kind of person that works on Y kind of systems that is really concerned about Z kind of things. You really need to get as tailored as you can.” “Getting a great demand gen person that knows Google ad words like the back of their hand should be an early hire for any marketing team that’s doing B2B marketing.”“Something that we’ve done really well at Datadog: once we find a formula that works—even if it’s at a very small scale—then the challenge on us as a marketing team is to figure out how to keep repeating it or doing it in a bigger way until we hit a ceiling where you can’t do any more of it.”“I think if you were to take a look under the covers, we really do marketing by a thousand cuts. We have a lot of campaigns that do really small numbers, but they’re good numbers or the quality on them is good. So we keep on layering more small campaigns...and that’s how we end up delivering a very good set of leads for our sales team.”“The worst thing you can do is keep on trying to push something that's just not working up the hill and expending effort on it. Because there might be a lot of other campaigns that actually will work. And the effort that you're putting on this thing that you can't ever seem to get to work might be better spent in other places.”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. LinksFollow Alex on TwitterFollow Alex on LinkedInDatadog is hiring! Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Key TakeawaysSEM and SEO have to work together.You can’t just appeal to the rational side of your audience. You have to also appeal to the emotional side as well.People forget how video humanizes marketing through the “show” aspect of the “show don’t tell” side of marketing.Quotes“Nobody sees through BS faster than another marketer. There's a level of transparency, honesty, and integrity that I think marketers need to bring to the table when they're marketing to their peers.” “I have been and will continue to be–and the numbers prove it–a believer in search. SEM works no matter how you slice it. SEM is not a one and done. You have to water and trim the plants every single day because it really requires attention. You have to understand the market. You have to be thoughtful about what you’re investing in and continue to iterate.” “Our website is conceptually the center of our demand creation universe. No matter what else we're going to do, we're trying to bring people back to the website to spend time there or to download content or complete a ‘contact us’ form. I look at the website as a living, breathing, entity and the second you take your eye off it and say, ‘it's good,’ you're wrong. You have to cultivate it and think about the experience that you're delivering and be willing to change things.” “For a first time CMO, I’d give the following advice: You are going to make mistakes. That's part of the deal. Don't forget that in the making of these mistakes, that’s how you start to learn what's actually going to resonate with your audience and you can't be afraid of that.”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.Connect with Norman on LinkedInFollow Norman on TwitterSubscribe to Norman’s SubstackAcoustic is hiring!Follow Ian on TwitterConnect with Ian on LinkedIn Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Season 1 of Demand Gen Visionaries featured luminaries at some of the world’s most innovative companies like Salesforce, Slack, and Google who shared strategies, insights, and ideas for maximizing sales pipeline amidst a shift to an all-digital world. And we’re just getting started.Tune in to the premiere of Demand Gen Visionaries Season 2 on June 8th. We’ve got some heavy-hitters and master marketers like our friends at G2, Datadog, InVision, and Procore joining the show. We’ll dive deep into post-pandemic trends and how industry pioneers are returning to the new normal. If you thought Season 1 was good, you won’t want to miss a moment of Season 2. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Key TakeawaysMost boards don’t have marketing leaders, but all boards have operators (GMs, CEOs, etc.) and successful ones have an understanding of marketing.If trends continue, more and more CMOs will become CEOsCMOs and CROs should be locked at the elbowsQuotes“I believe what separates the sales leaders from those who stay as CROs, to those who go on to become general managers or CEOs is actually an understanding of marketing.”“A key skill for any CMO is the ability to say no. Just don't say it too often. I believe both parts of that. You have to be able to say no, but you don’t want to become Dr. No, that doesn't work. So, you should have yes, no, and let's do an experiment.“The CMO should be locked at the elbow with the CRO. They should answer each other's phones on the first ring. They should have a good personal relationship. They should be aligned in meetings. One should take a bullet for the other. If one's getting shot at in the board meeting, the CMO should dive in front of the VP of sales or vice versa.” “Market vision while selling product. We market a vision to the customer that gets them excited about where we're going. Because when [customers] buy these apps, [they’re] not just buying what's on the truck today. We sell what's on the truck, but they buy into this broader vision.”“My credo has been ‘make sales easier’… I’ve built my career on it. And ironically, some of the biggest arguments I've had about that little phrase have been with sales leaders. They’ll say, ‘No, that's not what marketing's about,’ and I'm like, ‘Yeah, it is. That's why we're here.’ That's my philosophy and I’ve practiced it to the extent that it even surprises people sometimes.”“Marketing is the entire business scene from the point of view of the customer.” — Theodore Levitt, Former HBS Marketing professorSponsorDemand 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.Follow Ian on TwitterConnect with Ian on LinkedInFollow Dave on TwitterConnect with Dave on LinkedInDave’s blogDave’s podcastwww.caspianstudios.com 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 and two herePart three of this special mini-series features 12 CMOs and marketing leaders from some of the world's fastest-growing companies, including:Vidya Peters, CMO, MarqetaLeela Srinivasan, CMO, SurveyMonkeyGrant Johnson, CMO, EmburseRobin Daniels, CMO, MatterportJoanie Wang, Director of Marketing, ExpensifyRachel Thornton, SVP Marketing, Amazon Web ServicesEsther Flammer, VP Demand Gen, CongaMarie Gassée, VP Growth, ConfluentLynne Capozzi, CMO, AcquiaLen Fischer, SVP Demand Gen, OktaDave Dabbah, CMO, CleverTapNaman Khan, CMO, ZeplinKey TakeawaysPaid digital became even more important as a result of the pandemicInvest in a robust MarTech stackEvents are still going strong, they just look differentSponsorDemand 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 LinkedInFind parts one and two here 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 Susan Ganeshan, CMO of Granicus.Susan is a multiple-time CMO with an impressive 25-year marketing career that includes leadership roles at Clarabridge, newBrandAnalytics, and Deloitte Consulting.On this episode, Susan discusses the unique challenges and opportunities that come with selling exclusively to government entities. She also expands on her career-long objective to convert leads faster, why she says there is no silver bullet in demand gen, and her philosophy that you have to do everything right.Key TakeawaysThere is no silver bullet in demand gen, which is why every component of the funnel must be done right.If you don't have a highly functioning BDR team, you might as well take your leads and throw them into a lead graveyard. Beware of treadmill marketing. Get off the treadmill of constantly producing one small thing at a time, and create a strategy.Quotes“I have a philosophy on demand gen and my catchphrase is ‘there is no silver bullet.’ There's no one thing you can do that will make an amazing demand gen cycle, so you have to do everything right. You have to think of the entire funnel from top to bottom…and everything in that cycle has to be pristine. If there's even a little bit of fray on that thread, it will break. There’s no silver bullet, you have to do it all right.” “When you don't have a highly functioning BDR team–and I've talked to hundreds of CMOs about this–you might as well take your leads and throw them into a lead graveyard. Because salespeople don't have the diligence or the time to follow up in the way a BDR team does, and have a multi-touch cadence and that practice of continuing to go after those hot leads. So I would say that the people-spend that is probably most important to me is that BDR function.”“When you have a hot lead, it has a half-life, and you have to catch them while they're hot. That's been my objective as a CMO for a long time is to really focus on the speed at which we're talking to these people, catching them while they're thinking of us. The cool thing about Qualified is that when someone visits our website, we can use the Qualified workflow and logic to understand what pages they landed on...Qualified routes that person to a live conversation and my BDRs can start the conversation with them instantly.”“What we've found is that when someone requests a demo, about 10% of those are going to turn into opportunities. When someone comes through Qualified, it's 25%. It's remarkable.”“Memories are short. Catching someone in real time while the information is fresh and top of mind can make a dramatic difference in the overall conversion metrics."“You’ve got to do everything right, but don't let that overwhelm you. Start tackling one thing at a time, but make sure it's all strung together. There is no silver bullet. Don't let sales tell you that if only they had a single one-pager that they could get the deal done because they will keep telling you that.”“I call it treadmill marketing, when you are constantly producing one little small thing for sales, but it's not being reused or scalable in any way in the organization. And you're on the treadmill, you're running, running, running, but you're going nowhere. Get off the treadmill, create a strategy, and make sure it goes all the way through the funnel and pulls the string tight. Make sure it's consistent.”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.LinksFollow Ian on TwitterConnect with Ian on LinkedInFollow Susan on TwitterConnect with Susan on LinkedIn 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 Jamie Domenici, CMO of LogMeIn, a pioneer in remote work technology that has become one of the world’s largest SaaS companies.Prior to LogMeIn, Jamie spent ten years at Salesforce, serving in various marketing leadership positions including Global Senior Vice President of Customer Adoption, Marketing and Business Development.On this episode, Jamie shares her secrets on how to dominate the SMB market, why product-led growth is the key to the future of SaaS, the complexities of marketing a large portfolio of digital products, and where B2B marketing is headed in the future.Key TakeawaysWrite down these words: Simplicity through efficiency to drive growthPLG is key to the future of where SaaS is goingSimplicity matters. What would the T-Shirt say?Quotes“You’ve got to go where the customer is, especially in this current digital environment. And if they're in your product, it's so much easier to upsell and cross-sell there versus email or webinar or an area where you have to pull in. Having post-sale experience helped me to understand PLG because I think you have to look at that full funnel, and you’ve got to go where the customers are to really drive efficiencies within your marketing org.”“Back in the nineties, marketing was all about leads and MQLs, and many companies are still there, but the modern marketer is responsible for a heck of a lot more. The world is digital, and I think B2C has driven a lot of B2B behaviors and the consumer is so key. So for me, the digital experience is the most efficient way to spend and it's critical to building your brand and driving traffic.”“One of my most important measures now is actually website traffic as a key driver, because if I can fill this funnel, then all of the things I'm putting in place between e-com, PLG, sales optimization–that funnel is going to work, I just need to bring people in. I find driving awareness and building your organic website traffic is key to that long-term growth for a high-transactional company.”“Simplicity matters. Whenever I start at a new company or a new role or a new team or a new campaign, I always do this exercise which is ‘what would the t-shirt say?’ I give everybody a t-shirt and try and synthesize the message of the campaign down to what would be on a t-shirt…and I use that as the basis to drive this thematic approach to the campaign that you'll steel thread through every tactic. It helps your team to not over-complicate…if you just really narrow it down to what you want to say to your buyer in the simplest form, I think it really helps you build a cohesive strategy around it.”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.LinksFollow Ian on TwitterConnect with Ian on LinkedInFollow Jamie on TwitterConnect with Jamie on LinkedIn 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 Christelle Flahaux, Vice President of Marketing at FortressIQ, a pioneer in the burgeoning field of process intelligence.Christelle is a seasoned professional drawing on two decades of experience in marketing, including senior leadership roles at some of the tech industry’s most recognized and fastest-growing B2B companies. Prior to joining FortressIQ, she served as CMO of Planful, formerly known as Host Analytics.On this episode, Christelle lays out her approach to category creation and why content and analyst relations play key roles in marketing an emerging category. She also discusses why the CMO’s job is to be a listener, the content value of podcasting, and how to do ABM with food trucks. Key TakeawaysCategory creation means spending time with analysts and making it seem like it was their idea.Use analyst relations as a demand gen engine and treat it like a budget item.Repurpose your content. Quotes“Growing up in demand gen, I never realized how important analysts were…But what I've realized is that the relationship that you have with the analysts, being on their radar, always being in front of them, being a customer of some sort–I think that to me is uncuttable now. Six or seven years ago I would not have even brought up analysts, but I think analysts are very important.”“I'm a huge fan of repurposing content. Do one thing and create six or seven pieces of content…I think that's what a lot of marketing teams get wrong is they always start with a fresh piece of paper…But it's not always about creating something from scratch.”“The website's the front door to any company. You think about someone's first interaction with you as a potential vendor, and it's the website…You've got five seconds to wow somebody.”“80% of people have probably already done their homework…And if they want to talk to you, they're going to reach out, which is why conversational marketing and chat is so hot right now, because it is such a low barrier to entry for me [as a prospective customer] to have a conversation with somebody and set up a demo. I just want to see the product. Period, end of story. Don't pitch me, don't ask me what my problems are, I already know what my problems are.”“[My advice to a first-time CMO is] just listen. Do what you can to listen to the salespeople and to your customers. Before you do anything, make sure you understand your current state, what is actually happening, where you need to focus. And the only way you can do that is to be a listener. I say my first 30 days are usually spent as resident therapist for a lot of people because they always want to tell the new person what's wrong and how they would fix it. It's your job to understand the lowest common denominator and work your way through that list.”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.LinksFollow Ian on TwitterFollow Christelle on Twitterwww.fortressiq.com 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 Naman Khan, CMO of Zeplin.Naman is an accomplished marketing leader with experience across B2B and B2C marketing and sales at some of the largest companies in the world. Before joining Zeplin, he served as VP of Marketing at Dropbox, VP of Product Marketing at Salesforce, and held marketing leadership roles at Microsoft and Autodesk.On this episode, Naman discusses his journey from some of the world’s most recognizable brands to being a first-time CMO and standing up a new marketing organization. He also shares how he learned to harden messaging frameworks from Marc Benioff and more of the fascinating insights and most successful campaigns from his time at Salesforce and Dropbox.Key TakeawaysHow to harden messaging frameworks. It takes prioritization and curation.Content is an investment, it doesn’t happen on its own.Succeeding is great, but learning is way better.Quotes“I've been through messaging frameworks many times over my many years. There's only a handful of messaging that I've seen done well…When people like Marc Benioff review a messaging framework, they know what good looks like, so you learn how to harden messaging frameworks. You learn how to create really simple content that optimizes for simplicity instead of completeness or accuracy…What you really want to do is think about your user…You'll be lucky if they remember two or three things, so optimize for two or three things. This sounds so simple, but unless you've done it the hard way, it's very easy to keep making those mistakes.”“We all want that very simple, elegant, pithy ‘A thousand songs in your pocket’ that kind of says it all. I don't think it's always going to happen, but that's the goal–to get to where you curate a message that people totally get…but that comes from curating and prioritizing. You really have to invest in it. Otherwise, you just end up with kind of flat, generic sounding messaging that you can just take your logo off and put a competitor's logo on.”“When people think of tactics, they may not always think of website. But because we're a hybrid self-service and sales-assist model, our website is super, super critical. So making sure that the website is optimized for top of funnel, middle, and purchase is important. And again, that doesn't just happen. You have to be very thoughtful about when you update your website with different features, when you want to run a promo, when you want to spin up a landing page, and how that will affect the overall kind of revenue footprint for your company.”“Growth experiments and our MarTech stack–I put those together because you just can't have one without the other. For us to drive revenue and drive demand, it's all about running experiments through the high volume of visitors and the high volume of freemium traffic that we get.”“Succeeding is great, but learning is way better. The reason is marketing isn't just rinse and repeat. You can't have done growth optimization at one company, come do the exact same thing at another company, and think that anything will ever look the same. There are just too many variables.”“You can glean a lot of insight if you invest in data science. You can actually build a pretty complete picture of what the user is doing. You see that in other industries like social media–they know what I'm going to have for lunch right now, it's kind of bananas. So if you invest in really learning about your customer–quant, qual, take a look at how they use your app, and you iterate on it and become really good at it, it makes for much more sophisticated, targeted, high-ROI marketing.”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.LinksFollow Ian on Twitterhttps://zeplin.io/ 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 Dave Dabbah, CMO of CleverTap, the leading AI-powered customer engagement and retention platform.Dave has been leading high growth marketing teams in Silicon Valley for the past 20 years. Prior to joining CleverTap, he led marketing at Agora, and he currently serves as an advisor and board member for several Silicon Valley startups.On this episode, Dave details his strategy for building a growth brand in the B2B space, the unique challenges of being a global company and evaluating international markets, and why it’s your job as a marketer to always make things memorable.Key TakeawaysIt all starts with the most basic principle: Know who you’re trying to sell to. What exact problem are you solving for them?You probably need to be doing 10X as much ABM as you’re currently doing if you’re trying to grow at scale Whether it’s in product naming, branding, re-designing, re-branding, coming up with taglines, etc. it’s your job to make it memorableQuotes“Targeting lighthouse and strategic accounts is different than targeting the mid-market. [I’m a] big fan of ABM, but my take on ABM is there are different levels of ABM…If you're trying to build your business rapidly, and you're also trying to grab some portion of market share in a specific market, you need to do 10 times as much ABM as you're currently doing in order to really grow at scale.”“In a B2B business, it becomes important that every potential brand, whether or not they're a potential customer today–they could be a potential customer tomorrow or a potential customer 36 months from now–is aware of [your] brand. And the only way to really do that is to make sure that the brand is getting in front of as many people as often as possible without annoying them along the way.”“One of our biggest challenges globally is how do we keep the brand fresh? I’m a big fan of having large PR teams that are able to help a company expand pretty rapidly in a specific market…My experience has always been that the best way to grow a global brand is to grow it with leaders on the ground in those spaces and in those markets.”“My take on PPC is different than a lot of other marketers in the B2B space. A lot of other marketers in the B2B space would simply say to you, ‘what's the return on investment for the amount of money we spend on our pay per click ads?’ The truth is if you just look at stuff like that, then you would probably stop spending money on PPC ads. What it really comes down to is brand recognition. You want people to see your brand and think about your brand…a large portion of our PPC budget is really just billboarding. It's providing us a significant amount of brand recognition, which you need to do time and time and time again in order to really build a growth brand in the B2B space in a lot of the markets that we're in.”“My personal thing is to always try to make things memorable. If you don't try to make things memorable, then you’re not doing your job as a marketer. And when you look at a bunch of the B2B brands in the marketplace, how many of those would you consider to be memorable?”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.LinksFollow Ian on TwitterFollow Dave on Twitterhttps://clevertap.com/ 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 Len Fischer, Senior Vice President of Demand Generation at Okta.Len leads the team responsible for creating and accelerating Okta’s pipeline through campaign management, field marketing, partner marketing, and digital marketing efforts. Prior to Okta, Len was Executive VP of Marketing at BDNA, and held key leadership roles in marketing and sales at Informatica. He holds an MBA from Pepperdine University. On this episode, Len shares how he and his team at Okta strive to be different, how his demand gen strategy changes over time, the person who he says can get him fired the quickest, and some of the most clever and interesting demand gen initiatives he’s seen. Key TakeawaysPush the envelope on innovation with campaigns and demand gen initiativesIn SAAS, if you’re not focusing on customer marketing, customer success, and customer programs, you’re not going to be in business for long Remember that sales is marketing’s customer, and in demand gen, the Head of Sales can probably get you fired faster than anyone else canQuotes“There's a big portion of my demand strategy that will change over time as the company evolves and changes. You have to be able to partner with not only sales, but the other functions within marketing in order to be effective. Think about demand over personalization, digitalization, and integration, and if those three themes carry through, you'll have a successful demand motion.”“The person that can get me fired the quickest is the Head of Sales. So if the Head of Sales does not think I'm doing the job, regardless of if [the CMO] thinks I'm doing the job, that's the quickest way for me to get fired.”“Not everything in marketing will work. That's the other thing that I've learned over the years. And what doesn't work typically will teach you more lessons than what does work. So as long as you're willing to think about why it didn't work and what kind of changes you would do next time, I think there's value in it, regardless of how much pipeline you get.”“I'm a big believer that these experiential things really work, but I would rather do a few of them and go to the big events–go to the Final Four, go to The Masters…We want to be different, so if everybody has access to a Laker game or a Warriors game or a Giants game, then what difference is it? But if we're going to the World Series, then sure, let's talk about it.”“Fight for your team because they'll fight for you…Bring the right people in and set them up for success. This is a very collaborative position and you have to work with a lot of different people, but ultimately I think if you bring the right people in and you set them up properly, [and] you fight for them with the rest of the organization on what we can do and what we can't do, it typically will work in your favor.”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.LinksLeukemia and Lymphoma SocietyFollow Ian on TwitterOkta.com 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 Lynne Capozzi, CMO of Acquia, the leading cloud platform for building, delivering, and optimizing digital experiences.Lynne is a multiple-time tech CMO who first served as Acquia’s CMO in 2008, before leaving in 2011 to pursue nonprofit work full-time. She returned to Acquia in late 2016 to lead the marketing organization into its next stage of growth.On this episode, Lynne explains why demand gen always needs to be an integrated strategy, how to create a great website experience, why it’s so hard to do personalization well, and why the next phase of the industry is moving from marketing operations to revenue operations.Key TakeawaysIntegrated campaigns always work the best for demand genYou should be evaluating and re-platforming your website every 18 monthsIntent data is the next opportunity for marketersQuotes“What we do for demand gen is all about integrated campaigns. The one thing I know about demand gen is that it's never a one-and-done type of task. Demand gen is very much an integrated strategy…it’s everything that falls under that roof to generate demand–it's multitouch, it's nurturing campaigns, it’s all about using the right tools…and so much of it is based on data and data analytics.”“I re-platform every 18 months or so. That's the recommendation that I give to people. If you haven't [done] an evaluation of your website in the past two years, it's time to do it…A lot now is based on design. Do you have a modern, sleek design on your site? That's really important because that level of Netflix and Apple–that's kind of the experience that everybody is expecting now. So you need to make sure that your site is reflective of your brand, reflective of your messaging, and really have it be a great experience for customers.”“I think there's a lot more to be done using intent data and using AI and machine learning…As marketers, I think we’ve got a lot of opportunity if we can look at intent data--looking at intent data and not waiting, but seeing where people are raising their hands and where the interest already is…to help you figure out what's the next action to take or the next market to go after.”“We’ve spent the past couple of years in our industry in marketing gathering the data–now what? I want people that can help make the determination of what happens next and how do you use that data. And now I'm finding some really great marketing folks who are geared towards that. So we're moving from marketing operations to revenue operations, which is really the bottom line.”“I think conversational marketing is critical. We're using it a lot right now…we use it to really drive our leads. And I expect that to continue even more in the future.”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. 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 Marie Gassée, Vice President of Growth at Confluent, the enterprise event streaming platform provider that garnered a $4.5B valuation last year. Prior to Confluent, Marie served as Senior Director and General Manager of the Online Sales Business Unit at Box, and she holds an MBA from Stanford Graduate School of Business.On this episode, Marie discusses the heavily data-driven nature of her role, the product-led growth model that she embraces to maximize revenue and ROI, and the leadership philosophies she uses to trust and empower her teams.Key TakeawaysSEO and SEM can be some of the lowest hanging fruit and some of the highest leverage tactics in your arsenal. Even small changes can make a meaningful impact on your businessData data data. If you’re a data-driven organization, partner closely with your analytics folks or your data science team, and you can also see additional benefit from hiring marketers with a level of analytics proficiencyHire great people that you trust, then open the purse strings and advocate for themQuotes“I'm really into the product led growth model...we focus on acquiring folks into the product, getting them onboarded, getting them active…Really trying to view it as kind of a pipeline mechanism. If I do my job well, I have a bunch of small teams active in the product, not spending a ton of money, but getting value from the product. And then we focus on handing that off to sales in a thoughtful way where they can add value and they can think about having a longer term relationship with Confluent.”“The way I approach things is really to build a super strong partnership with our analytics folks, and then do everything in my power to unblock them--to give them budget, to help them hire, to give them head count…Ultimately I'm just going to sign the check for whatever my team says is good. That's my mentality: hire great people that you trust, and then if they say they need something, my job is to open the purse strings and advocate.”“I think a lot of marketers maybe aren't as close to their data scientists or their analytics partners. For me, the quantitative part of marketing is what my job is, and so we certainly can't do that without our data science counterparts. The other thing I'll say is just a level of analytics proficiency for everyone on my team. That's another way to partner really well, is just making sure we hire folks who can self-serve a lot of their data, who can do high-level analyses, who value our data scientists and who love partnering with them. That's a big part of how we structure our team.”“On the web optimization side, I enjoy it because it's like a puzzle…It's such a fun tactic, but also crazy impactful. You can make changes to your CTA or to the look and feel of a page and have meaningful downstream impact on your business. Not just in B2C, very much in B2B as well. I find that to be such an impactful, but also a satisfying tactic. You can do an AB test and meaningfully change the direction of your company. That's so insane and should be fully exploited.”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.LinksTop 24 CMOs Share Their Uncuttable Budget Items 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 Flammer, Vice President of Demand Generation and acting CMO of Conga.Esther is a senior marketing executive with nearly 20 years of B2B and agency experience in SaaS, high-tech, and non-profit sectors. Her dynamic leadership has driven success at high-growth B2B technology companies like Conga, Convercent, and Return Path.On this episode, Esther discusses the balance between the art and science of marketing, what B2B can learn from B2C, and the different motions that fuel high-transaction, high-volume inbound pipeline versus the targeted ABM strategies that drive complex, enterprise-level deals.Key TakeawaysMarketing is a delicate balance of art and science, but in demand gen, you’re going to need a lot of data to back up the strategies you employ for generating the pipeline needed to meet the company’s goals.If you sell to SMB and Enterprise, high-velocity, high-transaction deals are going to be very different than complex, enterprise-level deals. Make sure you have distinct go-to-market strategies for each segment and that you’re fueling both engines, but that you also understand the overlap between the two.In-person events are on hold, but virtual events are still a strong tactic. The reach is much larger but you have to be much more focused, purposeful, and intentional about the content to keep audiences engaged.Quotes“We see so much ROI and a lot of the bigger deals and true qualified pipeline coming from [our ABM efforts]. It’s a very multichannel, targeted effort, starting with the technology that provides propensity to buy data…really defining what those target accounts look like, adding in targeted advertising so that we can warm them up and truly personalize…then ensuring that we're delivering the right message to the right person at the right time, that it's personal, that it's relevant and it’s aligned with where they are in their buyer's journey.”“We were invited to be on a pilot to try out Qualified.com on Salesforce AppExchange…and it's been a game changer completely. We've always had high volumes from AppExchange and from each of our product listings, but we were able to see much higher conversions, more qualified conversations and true pipeline come from that. So we’re huge fans.”“Because of the fact that we don't really have live events where you would typically see conversations happening at a booth, [conversational marketing] has been a great addition to our full demand gen strategy and the tactics and channels that we're utilizing.”“I think there's a lot that B2B can learn from B2C–tech and data analysis and neuromarketing and things like that. B2B tech is, I feel like, just starting to do that in a sense, but there's a lot that we can do to actually provide really relevant content to people who are looking to purchase.”“I feel like when you're in demand generation, there's kind of always a target on your back just because you are accountable for the pipeline that the business needs to close in order to hit the bookings goals. Demand generation in most cases is front and center: What are you doing? What is your strategy? How are you producing more pipeline? ...Everything is very much kind of that art and science of marketing…So we use a lot of data and science to figure out how much pipeline we need, and for me, our goal of the demand gen team is predictable pipeline. We put a lot of effort into trying to figure out how much pipeline do we need to create in this quarter in order to hit our goals, both this quarter as well as next quarter and beyond.”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.LinksCheck out Conga's Agents of Change Podcast 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 Thornton, Vice President of Worldwide Marketing for Amazon Web Services, the comprehensive cloud computing platform that powers hundreds of thousands of businesses in 190 countries around the world, and is on track to surpass $51B in revenue in 2021.Rachel is a true Demand Gen Rockstar, having been hailed in the press as “Captain of the B2B Marketing Dream Team.” She joined Amazon in 2013, serving as Head of Amazon Student and then Vice President of Global Field and Partner Marketing for AWS before her promotion to her current role in January 2020. Prior to Amazon, she served as VP of Marketing for the US, Canada, and Latin America at Salesforce. On this episode, Rachel details the demand gen strategy that powers the dominant player in the cloud computing space, and shares the intricacies of the most important leadership principles that fuel successful marketing teams, from customer obsession, to diving deep, to thinking big, and much more. Key TakeawaysBe customer-obsessed. Start from the customer’s point of view and work backwards. What is your customer trying to do from a business outcome perspective? What are they trying to achieve? Knowing that helps you write a great marketing / demand gen planThink Big. In marketing, it’s critically important to give teams the freedom to really use their imaginations and get creative with new ideas Disagree and commit. For any new service, product, marketing idea, campaign, demand gen strategy, etc., it's critical to have an in-depth discussion and encourage disagreement. But at the end of the meeting, if the decision is made to go forward, then everyone must commit to making it work. Quotes“From a demand gen perspective, one of the most important leadership principles is customer obsession…When we think about our demand gen strategy and any new program or new campaign that we want to put together, we start from the customer and work backwards. I think that's probably what really helps us develop great demand gen and marketing programs.”“The best way to figure out how you're doing from a measurement perspective is go into the campaign or the demand gen program with a clear set of objectives and outputs that you're looking to get…When we're developing campaigns, we always set up what do we want the impact of this to be? How do we want to define that? And How do we want to measure it?”“Marketing is the beautiful marriage of not only creativity, but understanding data and doing a lot of data analysis. Because you want to make sure that whatever big idea you come up with–how do you test it? How do you refine it? And then how do you understand its impact? So that if you really love it, you can replicate it.”“[My advice would be to] ask a lot of questions. Sometimes I think people don't want to ask questions. They're afraid, like ‘oh, I should know this.’ I'm a big believer: Ask the questions because there are probably other people sitting there thinking of the same question you are. Ask a lot of questions, really dive deep…I just think it helps you be so much more effective and efficient.” 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. 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 Joanie Wang, Director of Marketing at ExpensifySince joining in 2014, Joanie has helped grow Expensify into the most recognizable expense management platform in the space, spearheading the launch of some of the company’s biggest marketing initiatives. She has been named one of the Top Women Leaders in SaaS and one of the accounting industry’s Top 20 Influencers under 40. On this episode, Joanie discusses how Expensify’s relentless focus on end-user experience turns customers into devoted champions of the product, how they work to cultivate a positive brand experience in every consumer interaction, and the process of launching their massively successful Super Bowl ad campaign.Key TakeawaysIn the enterprise space, focusing on the experience of the end-user of your product–not just the buyer or the administrator–is key to creating true brand champions.Successful word of mouth marketing comes from cultivating brand champions and curating a positive experience in every interaction you have with current and potential customers. It’s not just the product you’re selling, but the community, the experience and the environment.Marketers need to understand the shift that’s occurring as Millennials and Gen Z become a larger component of the workforce. They’re savvy consumers and they will be the ones to possibly make or break your business in the long term.Quotes“We've been very end-user centric in how we build out our product and who our ultimate consumers are. There are a lot of similar apps out there that focus on the person buying the software, not necessarily the person using it. What we realized is that when you focus on the end-user experience…they really become huge champions of your product.”“At the heart of it, demand gen at Expensify is essentially a partnership between marketing, business development, and sales. We focus our efforts on entering and growing new markets by accelerating our word of mouth business model. It's been the heart and soul of our business since day one, and it's something that's been really effective for us in terms of how we've grown.”“We focus a lot on creating experiences–whether that's at trade shows, in product, etc–creating experiences that are memorable and everlasting so that people not only believe in your product and love it, but become champions of it.”“I recognize that brand is sometimes the opposite of demand gen, but I do think that it is a very important factor–at least from a top of funnel perspective–to stir interest and to create that initial awareness about our product…This idea of creating experience…is really setting the foundation for a lot of the demand gen work that we'll do later on. Anytime you come across Expensify, we focus on making sure…that everything that you come across is a positive experience.”“We picked the Super Bowl because we knew that it was a moment in culture that everyone is paying attention to. In terms of meeting the audience where they are, that was kind of our moment. Everyone's paying attention. In fact, people are always on the lookout for commercials…We wanted a super large audience who is receptive to this kind of brand play, this sort of this messaging, and we wanted to meet them where they are.”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. 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 Robin Daniels, CMO of Matterport. Robin has built an impressive two-decade career at industry-defining tech companies across the US and Europe, previously serving as CMO of WeWork and in leadership positions at LinkedIn, Salesforce, and Box. He joined Matterport in early 2020 to lead worldwide marketing strategy at a time of rapid growth for the company. On this episode, Robin shares how his “go all in or don’t go at all” mindset helped lead Matterport to rocketship growth in 2020 and which strategies, channels, and tactics he’s doubling down on for 2021.Key TakeawaysWhen it comes to campaigns and launches, go all in or don’t go at all. Going halfway is a recipe for regretNobody can tell the story of what’s possible with a product better than your customers. Invest in figuring out the right stories and promoting them across the right channelsRemember that a marketing career is supposed to be fun! It’s not always going to be easy, but it should always be an adventure.Quotes“I'm very much of the mindset that if you're going to do something, you go all in or you don't go at all. I'm not a big fan of half-assing campaigns or launches. I've done a few in my career, and I always regret it.”“Customer stories is something I've been trying to invest in heavily…Nobody tells a story of what's possible with Matterport better than our customers. Investing in figuring out the right customer stories, promoting them across all our different channels, getting them into the press, getting them into media is really, really important for us, but it takes investment.”“The website for us is so key, and we've put a lot of effort into it…To me, the website is where it all starts. This is the first impression that anybody's going to get. Especially with something like Matterport, the first thing you see has to be so appealing that you want to know more”“One of my pieces of advice to people who want to come into a new role or want to be a CMO: Don’t reuse the old playbook. You’ve got to try new things…Experiment like crazy. It’s great if you have some learnings and some ideas of what you want to do. But if you have a playbook, honestly, it’s probably outdated already. Try new platforms, try new messaging. Test, measure, learn, improve, that’s the way forward.”“I have an opportunity here to really change the storytelling game and the demand game, because we can show up in ways on these platforms–through our visual storytelling–that no other platform can. In other companies, it’s always ‘imagine this.’ I don't have to imagine with Matterport, I just show. I always want to show the product.” 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.LinksFollow Ian on TwitterFollow Robin on Twitter 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 Grant Johnson, CMO of Emburse. Grant is a four-time tech CMO with 20+ years of success in scaling marketing operations and building profitable global businesses. He was brought in last year to lead the group of six travel and expense management software vendors that came together as Emburse to challenge the industry incumbent. On this episode, Grant discusses his holistic view of marketing, encompassing the four key levers and how they work together in an integrated marketing framework, as well as why the best strategies are customer-focused, how to be adaptable in applying your playbook, and much more. Key TakeawaysTemplates, tools, and playbooks are great frameworks to start from, but they’re not the actual roadmap. Keep an open mind and be willing to adapt your playbook as circumstances change.Closed-won is the key metric. Marketing’s mindset has to be that volume of leads and MQLs don’t matter if sales doesn’t make the quarter.The best practices and strategies are customer-focused. You’re more likely to be successful if you understand the pain points and personas and align content and communications to the buyer's journey. Quotes"My philosophy is the ROI of everything. If you can't project what a return is, I'm not spending that dollar…Pre-COVID, I cut between a half million and a million dollars out of events because they were harder to measure and they didn't prove to deliver the ROI. When COVID hit and I put the brakes on in-person events, it took me about five seconds to redeploy those dollars into digital channels.""I tend to look at marketing very holistically. I don't think I can talk about demand gen without talking about what I consider the four primary levers, all working together to help demand gen work optimally. The levers are brand, communications, product marketing, and demand gen, and they really should ideally be part of an integrated marketing framework…those are the levers that really drive a company's positioning, opportunity, and ultimately its success.""For me, the best practices and strategies start with a customer focus…As a head of marketing, that's where I've had the most success. What I consider the foundational work is if we understand the pain points, the buyer personas, and we align our content and our communications to the buyer's journey, we're more likely to engage successfully, create opportunities, nurture and progress those opportunities, and win that business.""We have a high level of complexity because of our tailored solutions; my team is not creating holistic demand, we're creating specific demand…so we really have to understand a day in their life, what their watering holes are, what they're going to respond to…Is the value proposition resonating? Is the messaging resonating? By taking that very customer-centric, persona-specific approach, we’ve found that our demand gen tactics have worked better." 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. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Check out this open Demand Gen Leadership role at SurveyMonkey!This episode features an interview with Leela Srinivasan, CMO of SurveyMonkey. Leela joined SurveyMonkey in April 2018 to lead all marketing functions including brand strategy, growth marketing, product marketing, and communications. Previously, she served as Chief Marketing Officer at Lever, VP of Marketing at OpenTable, and Director of Marketing at LinkedIn. On this episode, Leela dives deep into the key components of her strategy, including how to truly understand and add value for your prospects, put your customers at the forefront of your marketing, optimize your channels and tactics, build community, and much more.Key TakeawaysKnow your prospect as well as you possibly can, and focus on how you can add value for themNothing can convince your future customers as well as the success stories of your current customers. Identify the customers you have who can best influence your prospects, and find ways to put them in the spotlight.Experiment, optimize, and measure. You have to be experimenting with different channels and approaches all the time. Double down on the things that are working, while still trying to find the next set of channels or tactics that are going to take you to the next level. Key Quotes“We live in such a noisy world, and your prospects are being pinged left and right with messages and offers and opportunities from all of your competitors. So to have the right strategy, you have to understand what you can uniquely bring in terms of value to that prospect conversation.”“Something that has been a mainstay of my demand gen strategy across companies is identifying the customers that you have who will influence your next customers, and then finding ways to put them in the spotlight, because nothing will convince the next set of customers like your current customers and the success that they are seeing with your solutions.”“Experiment, optimize, and measure. I think about demand gen as a portfolio of approaches or tactics, and they're often at different stages of maturation. For the most mature ones, you are scaling and optimizing those, but in the interest of having value to add to your customer and reaching them in different ways, you have to be experimenting with different channels and different approaches at all times. You're constantly doubling down on things that are working while trying to find the next set of channels or tactics that are going to take you to the next level.”“How do you add value to your prospect? What can you share with them that will be of insight to them? have that be the central meat of your campaign, and then figure out how to leverage that across as many viable channels as possible.”“On NPS, I see a lot of companies that are measuring it, but the question is, what do you do with that? And do you understand the why? That's the big gap that I see sometimes is the failure to really understand the root causes of an NPS score and then put an action plan in place and charge after it, because it’s not a vanity metric. We shouldn't be navel gazing, we should be acting on what we learn.” 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.LinksOpen Demand Gen Leadership Role at SurveyMonkeyFollow Ian on TwitterFollow Leela on TwitterSurveyMonkey Future of Work Resources 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 Vidya Peters, CMO of Marqeta. Vidya is widely recognized as one of the top leaders in Financial Technology, and joined Marqeta in 2019 after previously serving as CMO of MuleSoft, which she helped scale into one of the most successful and fastest growing public enterprise software companies. On this episode, Vidya discusses the most important elements of setting your strategy for the year, how to keep up with the rapidly changing MarTech landscape, the key elements of her tech stack that she couldn’t live without, and much more.Key TakeawaysThe most important part of setting strategy for the year is doing so in close partnership with your sales team. Name the targets that are must-wins for the year and talk openly about the personas that you think would be the most engaged in looking at your solution. As a marketer, you have to bring hard numbers to the discussion. The burden is on you to arm yourself with data and information so you can have the right conversations with your partners.Forget everything you learned in school or business school about demand generation. Even the things you may have learned a year or two ago are probably out of date. The space is evolving so quickly that the best way to learn is to talk to your peers in demand gen leadership.Quotes“The reality is when you go out and try to put your strategy to work in the market, you realize that every bullet, sub-bullet, and tiny little word in your plan can take months to execute and actually even longer to execute successfully…there's a very large crevasse between thinking about the answer and actually operationalizing the answer and making it successful.”“Sometimes we make this huge mistake of saying, all right, I'm going to go bid on Google AdWords and put up a ton of money and then I'll feed those leads to the sales organization. Then what you often hear back is all of those leads were low quality. What's important is to start with the strategy first and then know that all the channels and all the technologies that you have in your arsenal are in service to that strategy.”“Our goal here is to have the closest partnership with sales on the strategy up front, determine the right channels to reach those accounts–whether that's through targeted events, digital channels or a content strategy–and be the domain leader for the keywords and the topics that we care the most about.”“I'm a big proponent of really leading with content and thought leadership to earn the right to be able to have a conversation with your prospects. It's less about pushing messages and ads, and more about answering customer questions and being helpful to them and earning the right to speak to them.”“You still have to put money in Google AdWords and you still have to own and absolutely dominate the keywords in your category and your space. It’s about shoring up the moat. If someone were to cut my Google AdWords, I would say we just lost our competitive moat and it can take a long time to earn that back.”“Technology is changing so fast in software, and so much is changing so quickly, that marketing has a responsibility to not only keep up with those changes, but to be an educator and a trusted informer to the market, because unless your buyers understand this quickly changing space, they're not going to be equipped to make purchase decisions with the right information.”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. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Find all the information online at www.qualified.com/podcast/uncuttableEvery week, we sit down with marketing leaders from some of the world’s fastest-growing companies on the Demand Gen Visionaries podcast to uncover the demand gen strategies that have been fundamental to their skyrocketing success. In each episode, we ask our marketing leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this two-part mini series to hear the budget items our CMO guests couldn’t live without!Part two of the special two-part mini-series features 12 CMOs and marketing leaders from some of the world's fastest-growing companies, including:Melton Littlepage, SVP Marketing, TenableChandar Pattabhiram, CMO, CoupaUdi Legergor, CMO, GongHeidi Melin, CMO, WorkfrontJamie Grenney, CMO, OwnBackupAdam Blitzer, EVP & GM of Digital, SalesforceMichael King, Sr. Director of Cloud Marketing, VMwareLauren Vaccarello, CMO, TalendJen Dimas, CMO, GigsterKyle Christensen, VP Marketing, ZuoraSuku Krishnaraj Chettiar, CMO, Sumo Logic‍Sarah Kennedy, VP of Global Growth & Demand, Google CloudSponsorDemand 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.

Find all the information online at www.qualified.com/podcast/uncuttableEvery week, we sit down with marketing leaders from some of the world’s fastest-growing companies on the Demand Gen Visionaries podcast to uncover the demand gen strategies that have been fundamental to their skyrocketing success. In each episode, we ask our marketing leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this two-part mini series to hear the budget items our CMO guests couldn’t live without!Part one of this special two-part mini-series features 11 CMOs and marketing leaders from some of the world's fastest-growing companies, including:Scott Holden, CMO, ThoughtspotSara Varni, CMO, TwilioNate Skinner, SVP Global Marketing for CX, OracleCorinne Sklar, CMO, IBM iXRyan Bonnici, former CMO, G2Mike Marcellin, CMO, Juniper NetworksTracy Eiler, former CMO, InsideViewLatane Conant, CMO, 6senseTom Butta, CMO, KyribaJulie Liegl, CMO, Slack‍Dave King, CMO, AsanaSponsorDemand 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.