The Data-Driven Marketer: Recent Episodes
Openprise
The Data-Driven Marketer is a podcast dedicated to helping today’s Marketing Operations, Demand Gen, and Sales Operations professionals learn from each other's experiences to become more successful. Whether you’re looking to learn how industry experts charted a course to get where they are today, find out how fast-growing companies made decisions on their marketing strategy and tech stack, or discover what innovative companies are doing with data to drive their success, this is the podcast for you.
Each episode features topics like: data management best practices, sales and marketing alignment, campaign attribution, marketing automation best practices, and many more.
The technology for carrying on Conversations with an intelligent virtual assistant is getting so good that many customers often don’t realize that they’re chatting with a bot.
In this episode, I interview Amanda DePaul, Sr. Director of Demand Generation & Integrated Marketing at Conversica, all about:
- Why you need an intelligent virtual assistant
- How to get buy-in from your inside sales team
- How to give your intelligent virtual assistant some context to help ensure engaging Conversations
For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts or at this link.
Today, we’re talking about media monitoring—all the stuff that's happening on the communication side of the house.
Technologies like social listening, sentiment tracking, reputation management, social influencer management, and consumer and audience insights give companies a deeper view into how their brand is perceived and much more.
In this episode, I interview Julien Cerutti, Global Senior Director, Meltwater Enterprise, about all things media monitoring.
What we talked about:
- Media intelligence transformation
- What to measure in media monitoring
- Building out your 2021 dashboards
For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts or at this link.
Attendance rates at virtual events have dropped. Frankly, all of us are a little tired of communicating via our screens.
How do we keep people engaged online when they’re doing everything they can to cut back on screen time?
Recently, I had a chance on The Data-Driven Marketer to speak with Pat Oldenburg, Vice President of Demand Marketing and Operations at ServiceMax, the global leader in asset-centric field service management software that maximizes asset performance and helps companies differentiate with service, about the outlook for virtual events and engagement in 2021.
What we talked about:
- Addressing the digital event slump
- Two direct mail problems and solutions
- Gathering pieces of the attribution puzzle
- Sales and marketing alignment
For more interviews from the Data-Driven Marketer podcast, check us out on The Data-Driven Marketer, or on Apple Podcasts or at this link.
2007 was a big year!
It’s the year Apple introduced the iPhone to the world.
It is also the year that InMobi was founded.
Leadership at InMobi recognized the impact that mobile devices were going to have on the world and created a company around that belief.
Today, they are a global organization with 19 offices around the world.
Supriya Goswami, VP & Global Head of Marketing for InMobi joins Allen to discuss micro and macro mobile trends, especially in light of the changes brought on by COVID-19.
With a strong background across the marketing space, and experience running teams across the globe, Supriya brings a high level of global thought leadership to the table.
What we talked about:
-
Global mobile trends
-
How COVID-19 is influencing behaviors
-
What companies are doing to adapt to evolving changes
Additional Resources:
- https://www.inmobi.com/
This post is based on an interview with Supriya Goswami of InMobi.
To hear the full episode, and many more just like it, subscribe to The Data-Driven Marketer podcast on Apple Podcasts, or our website.
Who’s visiting your website?
You might think you’ve got a grasp on the prospects that are visiting.
The ones that are showing interest in you.
And the reason you think you might have a good grasp on this is because of leads. If you know who your leads are, then you know who’s coming to your site, right?
Not necessarily.
Most of us don’t know what we don’t know about buying groups, how we’re fooling ourselves, and what the anonymous traffic to our sites actually means.
Thankfully, there are brilliant people like Kerry Cunningham in the world. Kerry is the VP and Principal Analyst at Forrester, as well as our guest on this week’s episode of The Data-Driven Marketer.
He helps shed light on:
-
Why buying groups are so often overlooked
-
What you can be doing to make the best use of your anonymous traffic
-
What a 100+ year old Nobel Prize-winning physicist has to teach us about creativity
For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.
We are truly in the middle of a once-in-a-lifetime set of circumstances.
With most of the world being forced to work from home, and with events cancelled across the globe, a lot of ABM professionals are asking one simple question:
“How do we do ABM in the middle of a pandemic?”
It’s a valid question, really. This pandemic is forcing everybody to re-think how they’re doing business.
On our most recent episode of The Data-Driven Marketer podcast, we hear from Janet Polyakov. Janet is the VP of Growth and Product Marketing at Terminus, and in this episode, we talk all about:
- ABM at Terminus and what sets it apart
- The Ideal Customer Profile, and why it should be at the top of your list of priorities
- What you can be doing in this new economy to keep your ABM relevant.
For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.
Anyone who has been in Silicon Valley long enough can tell you: Messaging around AI has taken over too many company’s value propositions.
If you’re leading with AI, then you’re really missing the point. The real value is the value your solution brings.
AI is just the tool you use to get there.
That’s not to say AI isn’t amazing technology — it definitely is. But to successfully leverage AI, it can’t be seen as the end-goal, itself.
One person who knows just how powerful a tool AI can be is my guest today, Amit Pande, VP of Marketing and Strategy at Aviso.
Aviso provides an AI-powered solution for sales and revenue teams that integrates with CRM, email and other third-party repositories to drive predictive forecasts and deal execution.
It’s a great example of AI working under the hood to provide a solution.
And nobody likes to talk about one of the areas it’s working to solve: the “dirty” (not-so-) secret with CRM platforms.
In this episode, Amit goes over:
- Why CRM platforms are great, but they can be even better
- How gentle nudges become a powerful solution
- Why automation matters
For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.
Only 13% of marketing and sellers have any confidence in their data. Ouch.
The majority of the buying cycle is happening in the dark funnel. Marketing and sellers need different types of solutions driven by data to help us uncover that dark funnel buying journey.
In this episode, I interview Latane Conant, CMO at 6sense, about what it means to “cheat” at marketing using data and AI.
What we talked about:
- 2 use cases where we can apply our confidence in data
- 3 ways we treat prospects like dirt
- Account selection is where people fail
- How AI identifies intent
Check out this resource we mentioned during the podcast:
- Latane wrote an ebook about how ABM Is Just Good Marketing
For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts or at this link.
We’ve all been there: You send a thousand or more emails out and wait for the responses to trickle in.
Some don’t respond at all.
And the ones that do, give positive responses, negative responses, or straight up object to something in your email.
Which group do you follow up with first?
On this episode of The Data-Driven Marketer, Max Altschuler shared his answer to this (and more).
Max is a bit of a sales and marketing renaissance man--he’s VP of marketing at Outreach, author of “Sales Engagement” and founder of Sales Hacker, the online publication dedicated to sharing valuable B2B sales lessons.
We also talked about:
- What sales engagement platforms are
- How sales engagement platforms facilitate better experimentation
- Why running your own experiments is more valuable than any advice you can get
For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.
Perhaps you’re in the midst of creating your own category, or perhaps you’re in a hotly contested market.
Either way, you’ve probably learned that buyers have changed. They’re smarter, more researched, and by the time they call a sales rep— they’ve probably already decided on what they’re going to purchase.
On this episode of the Data-Driven Marketer podcast, we invited Tyler Lessard, the VP of Marketing at Vidyard, to tell us how he’s helped create and dominate the video tech space for marketing and sales teams.
What we talked about:
- Buyers now go through 80 - 90% of the buying journey themselves
- Having a strong content marketing strategy
- Doubling-down on key partnerships
- Vidyard’s 3 attribution models
- Reaching modern buyers and leading the conversation
For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or on our website.
Thought leadership can drive incredible PR gains, increase website traffic, and put your company in the spotlight. Data can drive better decision-making and improved sales.
So how can you combine those to provide outstanding thought leadership, powered by the engine of data?
It’s called data-driven thought leadership.
And we asked the guy who knows how to use it. His name’s David Thompson.
David is the CMO at Freshworks, and he remembers being involved with SaaS at its conception, self-identifying himself as a “SaaS dinosaur.” His resume includes launching Internet Explorer for Macintosh while at Microsoft, launching his own company, and consulting for 25 others in the Bay Area. He holds a bachelor’s from Yale.
What we talked about:
- 4 ways to ensure data-driven thought leadership:
-
- 1) CMOs: Make decisions that impact sales
- 2) Bring end users into the decision-making
- 3) Don’t get ‘hyped’ (example: AI)
- 4) Tie the data into the bigger story
- Is AI helping you or not?
- Customers are starting to have end-users involved in software selection
- An example from when David worked with Google
Study mentioned on the podcast: Voice in the Choice
For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.
Pendo had a fairly simple go-to-marketing plan: build an incredible tool for product teams, focus your content on product teams, and continue to create community around product teams.
At first, VCs doubted the approach, touting that “product teams didn’t have discretionary budget.” But Pendo stayed the course. Now, $206MM in funding later, with 1,600 clients and 400 employees across 6 offices, we’d their customer-centric approach is working.
On this episode, Pendo’s CMO, Jake Sorofman, gives us 3 keys to a go-to-market strategy that creates raging fans.
What we talked about:
- Focus on your fanbase. The rest will follow
- Don’t stop at a widget. Build a community
- Invest heavily in brand
- User conferences
- Editorial content
- Go-to-market strategy
- Content marketing
- After focusing on their fanbase, every other team became interested
For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.
Ashish Agrawal is Head of Digital Marketing at Zycus, a company that has been growing like mad for some time.
Ashish attributes this growth to, well, their attribution model.
This model looks at every contact an account has had over the course of the year to get a holistic view of what works—and what doesn’t.
In this episode, we explore:
- Why LinkedIn has been so successful for demand gen
- Why Zycus has leaned into video recently.
- How Zycus handles attribution.
Check us out on Apple Podcasts, or at this link.
Sales and marketing hand-offs in a nice, linear fashion don’t cut it in the ABM world.
Your game plan has to be much more agile and adaptable to lock down the accounts that matter.
CEO and co-founder at Engagio and previous co-founder at Marketo, Jon Miller, shares his knowledge in ABM and non-linear marketing.
In this episode, we explore:
- The role of the modern marketer
- Metrics and KPIs for ABM
- ABM mistakes to avoid
- ABM must-dos
We hope you loved this blog post based on our Data-Driven Marketer podcast where we interviewed Jon Miller.
Check us out on Apple Podcasts, or at this link.
When over 60% of your business comes from two cities—you might want to look at a few more cities.
Charlie Liang, Head of Demand Gen at Lattice, helped design the company’s City Takeover Campaign. When he noticed that over 60% of Lattice’s revenue came from San Francisco and New York, he knew that big cities required more of their attention.
They decided to double down on those two cities, but they also wanted to add two more.
In this episode, he tells you how they chose those two new cities.
It’s not always easy getting the attention of the higher-ups, especially when it comes to data. Data quality allows your CRM, marketing automation platform, and other systems to run effectively and efficiently. But you already know that.
The trouble is, your CEO might not quite get it.
So how do you convince them?
Ask the “Data Whisperer” himself, Scott Taylor, Principal Consultant at MetaMeta Consulting. He jumped on our podcast, the Data-Driven Marketer, and gave us some awesome advice about getting upper management to listen to your data needs, and resource you appropriately.
Here’s what he head to say.
Some use it to track elephant migration patterns. Others to put out wildfires in Northern California.
I’m talking about how clients use Figure Eight’s machine learning training data.
Their clients — and their use cases — are vastly different. Plus, the buyer personas the company is targeting have changed a lot over the past few years.
All of this adds complexity for Sid Mistry, VP of Marketing at Figure Eight, and his team.
Yet they’re still successful.
How do they do it?
That’s what we’re talking about on this episode of the The Data-Driven Marketer. Sid shared five tactics his team is using to increase the success of their marketing programs, even when things get complicated.
Your company just gambled on an expensive new marketing automation platform. Now your neck is on the line to make it work.
Naturally, the most actionable advice comes from a third party.
In 2012 Josh Hill founded Marketing Rockstar Guides. It has since become the go-to site for practical step-by-step help to get the most out of marketing automation platforms.
I recently spoke with Hill for The Data-Driven Marketer podcast. He warned us that no matter which martech you choose, you need to be patient. Setup takes a while and results even longer.
We also discussed:
- How to get the most out of your martech
- How to keep your staff from getting recruited away from you
- Martech’s real ROI
- Where martech is going
Most likely, according to Brian Kotlyar, Head of Demand Generation & Growth for Intercom, a customer messaging platform.
Chatbots can acquire leads, demo products, help onboard new customers, and of course offer customer support.
Creating bot script is like creating a nurture stream or a decision tree in one of your marketing automation tools. You create branch paths for the typical buying questions and patterns that people have.
Marketing’s sole purpose is to help drive more sales.
They should always be in perfect alignment to each other.
You need to start with the end sales goal and then work backward to get a marketing plan in place that supports that.
Adam Goyette, Vice President of demand generation at G2, the largest marketplace for B2B software in the world, has mastered sales and marketing alignment. He shared his expertise with us.
As marketers, we’re drowning in data.
Showing companies how to handle this data deluge is the job of John Donlon, Senior Research Director, Marketing Operations Strategies at SiriusDecisions.
SiriusDecisions is a B2B research and advisory firm. They use data, research, and models to help organizations grow by engaging with leaders in sales, marketing, and product development.
Many companies are trying to transition away from silos. The silos usual happen as a result of separate delivery systems that have incompatible analytics. Over the last three years, companies have been trying to connect all this information.
Because in most cases the marketing tech stack grew organically with lots of different technologies from different vendors, coming up with an actionable strategy has become increasingly difficult.
Jill Rowley, is Partner at Stage 2 Capital and Former Chief Growth Officer for Marketo. Jill is one of the most influential names in the marketing automation space.
For social selling, Rowley recommends that you Google a prospect to absorb any:
- Videos they have appeared in
- Podcasts
- Q&As
- Fireside chats
- Quotes in articles
- Online groups they belong to
- Who they reference on LinkedIn
- Anything that will help you understand what the person cares about and what their point of view is
In our inaugural regular podcast you’ll learn:
- Important Sales Lessons.
- Social Selling = Social Networks
- Make Social Network Deposits Before You Make A Withdrawal
- Marketing vs. Sales = Reach Vs. Relationship
- You Need Data Stewards
Some data nerds are throwing a podcast, and you’re invited!
I’m Allen Pogorzelski, Marketing VP at Openprise which helps companies leverage open data and open web technologies. I’m launching a podcast called The Data-Driven Marketer.
You're going to hear from experts in marketing, operations, demand gen, and digital marketing on building organizations, careers, and growing revenue.
It will be really interesting and a lot of fun.