DemandGen Radio: Recent Episodes
BDO Digital, LLC
Learn the top marketing methods and technologies for driving growth. Hosted by David Lewis, digital marketing pioneer and Partner at BDO Digital, Demand Generation Group.
If you want to drive growth at your organization, you must master lead management. In this episode, David interviews Alan Gonsenhauser, Interim CMO and CMO Advisor. Alan shares advice for how marketers can grow revenue by operationalizing their lead management process.
Listen as David and Alan discuss:
- What happens when sales and marketing finally get aligned.
- Why marketing teams must operationalize their lead qualification process.
- Tips for getting your BD’s to respond to leads quicker.
- Is the funnel still relevant?
Check out the resources mentioned:
- Manufacturing Demand by David Lewis
- The D3 Methodology E-book
- Growing Revenue with a Holistic Customer Experience
- David Lewis' LinkedIn
- Alan's LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
The last six months of 2022 have been a big change for marketers.In this episode, David interviews Director of Advisory at BDO Digital, Demand Generation Group, Ryan Johnson. Ryan has spent his career helping marketing teams build effective, revenue-driving demand generation strategies.
Listen as David and Ryan discuss:
- Why your installed base should be prioritized.
- The strategy to put behind your content development .
- The benefits of saying goodbye to ‘casting a wide net’.
- Why marketing attribution isn’t going anywhere.
Check out the resources mentioned:
- Manufacturing Demand by David Lewis
- The D3 Methodology E-book
- David Lewis' LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
How can marketers ensure they get credit for all their hard work?In this episode, David continues reading excerpts from chapter 7 of his book, Manufacturing Demand. David shares what it takes to become a revenue marketer, and how marketing analytics can get you there.
Listen as David discusses:
- Tracking content and asset performance.
- The hardest part of tracking marketing analytics.
- How to ensure your data carries through to your opportunity in salesforce.
- The three variables you should track on your form submissions.
Check out the resources mentioned:
- Manufacturing Demand by David Lewis
- The D3 Methodology E-book
- David Lewis' LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
As marketers, if we want to get the respect we deserve, we must consistently demonstrate how we actively contribute to revenue and profits.In this episode, David reads excerpts from chapter 7 of his book, Manufacturing Demand. David shares why It’s critical to pay attention to the right metrics that show the value of your marketing team.
Listen as David discusses:
- How to determine what metrics to measure.
- The importance of measuring what you can base decisions on.
- The four C’s of marketing analytics vs. “The Booth Looked Great”.
- What categories of marketing analytics you should be monitoring.
Check out the resources mentioned:
- Manufacturing Demand by David Lewis
- The D3 Methodology E-book
- David Lewis' LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
2022 was a transformative year for the BDO Digital marketing team. With new team members, initiatives, services, and many exciting challenges, there were no dull moments this year. In this episode, David looks back at what the team has accomplished and provides tips and action items for anyone looking to form a new marketing department.
Listen as David discusses:
- Making the business case for building your team.
- How to develop your marketing budget.
- The key areas to focus on when creating marketing roles.
- Building a culture based on trust and respect.
Check out the resources mentioned:
- Manufacturing Demand by David Lewis
- The D3 Methodology E-book
- David Lewis' LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
In today’s job market, it can be hard to find a true marketing technology expert. In this episode, David interview Zakk Cica Marketing Operations Manager at ICE Mortgage. Zakk and David discuss how they went from computer geeks to marketing geeks, and why it’s so important to do what you love.
Listen as David and Zakk discuss:
- How to leverage the knowledge of agencies.
- The importance of becoming involved with the marketing operations (MOPs) community.
- What it takes from leaders and employees to meet the challenges of a MOPs role.
- Happiness at work.
Check out the resources mentioned:
- The 5 Levels of Leadership
- Ben LaMothe's LinkedIn
- Zakk Cica's LinkedIn
- David Lewis' LinkedIn
- BDO Digital Careers
- Manufacturing Demand by David Lewis
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
In Gartner’s 2022 Marketing Technology Survey, marketers reported utilizing just 42% of the breadth of capabilities available in their martech stack. So, what’s getting in their way?In this episode, David interviews Ben Bloom, Vice President, Analyst at Gartner. Ben shares the recent survey results and why it’s so important for marketers to prioritize a technology assessment.
Listen as David and Ben Discuss:
- What questions to ask yourself as you are assessing your tech.
- The gaps that are the hardest for marketers to overcome.
- What leaders can do to keep marketing technology top of mind.
- Why marketers must have a plan for underutilized marketing tools.
Check out the resources mentioned:
- Assess Your MarTech Stack
- 2022 Marketing Technology Survey Insights
- [On-Demand Webinar] The Gartner 2022 Martech Survey: New Insights to Maximize ROI
- Manufacturing Demand by David Lewis
- Ben's LinkedIn
- David Lewis' LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Coming up with (and sharing) new ideas requires stepping outside of your comfort zone. In this episode, David interviews Kirstie Tiernan, Principal and Co-National Leader of Data & AI at BDO Digital. Kirstie shares how she has learned to take risks and embrace her innovative mindset all while building the confidence needed to bring new ideas to the boardroom.
Listen as David and Kirstie Discuss:
- Leading with a passion for change.
- How to process failure.
- The first action item after you have a big idea.
- Learning how to take criticism.
Check out the resources mentioned:
- BDO Digital Labs
- Manufacturing Demand by David Lewis
- Kirstie's LinkedIn
- David Lewis' LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Customer experience is a main driver for growth.
In this episode, David interviews Traci Michel, Chief Operating Officer at Metro Credit Union. In her 14 years at Metro Credit Union, Traci has mastered the art of putting members first.
Listen as David and Traci discuss:
- The importance of meeting your members where they are.
- How to build personas for banking.
- What it takes to be prepared for changes in your MarTech Stack.
- Tips for reducing spend by managing your technology renewals.
Check out the resources mentioned:
- Assess Your MarTech Stack
- The D3 Methodology E-book
- Manufacturing Demand by David Lewis
- Traci's LinkedIn
- David Lewis' LinkedIn
- DemandGen TV
- Explore DemandGen TV MarTech Demos
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
B2B marketers are under more pressure than ever to target and track their audiences.
In this episode, David interviews Nirosha Methananda, VP of Marketing at Influ2. Nirosha shares how her team has used the Influ2 platform to humanize their account-based marketing efforts.
Listen as David and Nirosha discuss:
- The importance of quality data.
- How personalization can help your marketing campaigns.
- When to leverage content syndication.
- What sales and marketing must do to create a great customer experience.
Check out the resources mentioned:
- Assess Your MarTech Stack
- The D3 Methodology E-book
- Manufacturing Demand by David Lewis
- Nirosha's LinkedIn
- David Lewis' LinkedIn
- DemandGen TV
- Explore DemandGen TV MarTech Demos
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
B2B marketers are under more pressure than ever to target and track their audiences.
In this episode, David interviews Nirosha Methananda, VP of Marketing at Influ2. Nirosha shares how her team has used the Influ2 platform to humanize their account-based marketing efforts.
Listen as David and Nirosha discuss:
- The importance of quality data.
- How personalization can help your marketing campaigns.
- When to leverage content syndication.
- What sales and marketing must do to create a great customer experience.
Check out the resources mentioned:
- Assess Your MarTech Stack
- The D3 Methodology E-book
- Manufacturing Demand by David Lewis
- Nirosha's LinkedIn
- David Lewis' LinkedIn
- DemandGen TV
- Explore DemandGen TV MarTech Demos
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
In episode two of our Recession Resilience Miniseries, we talk about the importance of proving marketing’s contribution through the use of analytics.
David Lewis dusts off a past episode with D3 Methodology expert, Carlos Hidalgo.
Listen as David and Carlos discuss:
- How to properly communicate marketing’s contribution to the rest of your organization.
- The definition of GAAP and what it means for marketers.
- The difference between sourced marketing vs influenced marketing.
- The number one metric that marketers are tracking and if it’s worth it.
Check out the resources mentioned:
- The D3 Methodology E-book
- Campaign Attribution: Why you MUST Attach Contacts to Opportunities
- Manufacturing Demand by David Lewis
- Carlos Hidalgo's LinkedIn
- The D3 Methodology Resource Hub
- Claim a Free Consultation
- David Lewis' LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
In episode two of our Recession Resilience Miniseries, we talk about the importance of proving marketing’s contribution through the use of analytics.
David Lewis dusts off a past episode with D3 Methodology expert, Carlos Hidalgo.
Listen as David and Carlos discuss:
- How to properly communicate marketing’s contribution to the rest of your organization.
- The definition of GAAP and what it means for marketers.
- The difference between sourced marketing vs influenced marketing.
- The number one metric that marketers are tracking and if it’s worth it.
Check out the resources mentioned:
- The D3 Methodology E-book
- Campaign Attribution: Why you MUST Attach Contacts to Opportunities
- Manufacturing Demand by David Lewis
- Carlos Hidalgo's LinkedIn
- The D3 Methodology Resource Hub
- Claim a Free Consultation
- David Lewis' LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
In episode one of our Recession Resilience Miniseries, we explore what it means to ramp up marketing during a downturn.
David Lewis dusts off a past episode that was recorded during the height of COVID-19. He interviewed Rob Bois, former Head of Dealer Marketing at CARFAX who shared how his team pivoted during challenging times.
Listen as David and Rob discuss:
- How to deal with inheriting a complex MarTech Stack.
- Strategies to get out of Batch-and-Blast mode.
- Must-have weekly meetings that keep your team on track.
- How to use lead scoring to help sales teams prioritize their outreach.
Check out the resources mentioned:
- Assess Your MarTech Stack
- The D3 Methodology E-book
- Manufacturing Demand by David Lewis
- Rob's LinkedIn
- David Lewis' LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
In episode one of our Recession Resilience Miniseries, we explore what it means to ramp up marketing during a downturn.
David Lewis dusts off a past episode that was recorded during the height of COVID-19. He interviewed Rob Bois, former Head of Dealer Marketing at CARFAX who shared how his team pivoted during challenging times.
Listen as David and Rob discuss:
- How to deal with inheriting a complex MarTech Stack.
- Strategies to get out of Batch-and-Blast mode.
- Must-have weekly meetings that keep your team on track.
- How to use lead scoring to help sales teams prioritize their outreach.
Check out the resources mentioned:
- Assess Your MarTech Stack
- The D3 Methodology E-book
- Manufacturing Demand by David Lewis
- Rob's LinkedIn
- David Lewis' LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
For most companies, the focus is all about finding new logos. But as the old saying goes: “It’s cheaper to keep ‘em.”
In this episode, David interviews, Senior Strategic Advisor, Randy Latimer. Randy shares best practices for achieving your fullest revenue potential using Demand Expansion.
Listen as David and Randy discuss:
- How to uncover opportunities with your current customer.
- The importance of understanding the customer journey.
- How data orchestration can impact your customer outreach efforts.
- The power of client surveys and account scoring.
Check out the resources mentioned:
- Randy’s Blog Post
- Schedule a Meeting with Randy
- The D3 Methodology E-book
- The Sendoso Series
- BDO Digital’s Data Management Services
- David Lewis' LinkedIn
- Randy Latimer’s LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Sometimes the technology you purchase just doesn’t cut it. Today’s guest learned that lesson the hard way, which inspired him to create the review based, software buying guide, TrustRadius.
In this episode, David interviews Vinay Bhaget, Founder and CEO at TrustRadius. Vinay shares how modern marketers can leverage review platforms both as a seller and a buyer.
Listen as David and Vinay discuss:
- How marketers can build a review presence for their brands.
- The importance of providing your buyers with use cases.
- How to guarantee useful and specific reviews.
- The best time to ask your customer for a review.
Check out the resources mentioned:
- David Lewis' LinkedIn
- Vinay's LinkedIn
- The Sendoso Series
- https://www.trustradius.com/
- https://www.trustradius.com/vendor
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Marketers focused on e-commerce have a lot more to worry about than just what’s in their customer’s shopping cart.
In this episode, David interviews Kate Federhar, Director of Digital Operations and Technology at Lumen. Kate shares how jumping into marketing operations can be challenging and fun!
Listen as David and Kate discuss:
- Why sales and marketing should meet the customer where they want to be.
- How e-commerce technologies have transformed.
- Why being open to change in your marketing role is vital.
- The importance of making sure your technologies talk to each other.
Check out the resources mentioned:
- David Lewis' LinkedIn
- Kate's LinkedIn
- The Value of Aligning Sales and Marketing (Episode 2)
- Live at B2BMX: Kate Federhar of CenturyLink
- The Marketing Operations Handbook
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Approximately 85 percent of customers are willing to pay more for a better customer experience, and that experience doesn’t end once a prospect becomes a customer.
In this episode, David interviews Alan Gonsenhauser, Principal and Founder of Demand Revenue. Alan has coached over 100 CMOs and VPs on marketing organization design, customer marketing, campaign functions, and customer experience.
Listen as David and Alan discuss:
- Why CFOs and CMOs should pay attention to their customers.
- Understanding personas, the buyer’s journey, and the post-sale customer journey.
- The dangers of over-focusing on new logos.
- How to collect feedback from your clients and what to do with it.
Check out the resources mentioned:
- David Lewis' LinkedIn
- Alan's LinkedIn
- Demand Revenue
- Tipping Point
- Winning on Purpose
- CMO Customer Experience Turnarounds Through NPS
- CMOs: What Kind of Conductor Are You
- 3 Smart Customer Experience Marketing Strategies
- The D3 Methodology
- DemandGen TV
- Coming Soon: Sendoso Videos
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
If you want to advance your career, find out what it takes and then do it.
In this episode, David interviews one of the original members of the DemandGen team, Rob Meo. Rob now serves as the Senior Director of Marketing Operations at Splunk. He shares the steps he has taken to become an effective leader for his team.
Listen as David and Rob discuss:
- How candid feedback is critical to growth.
- The importance of building trust.
- How to have hard conversations as a manager.
- Why taking chances in your career can allow you to level-up.
Check out the resources mentioned:
- David Lewis' LinkedIn
- Rob's LinkedIn
- Rob's Episode: Driven to Success
- The Effective Executive
- The Five Levels of Leadership
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Let’s face it, the key to being successful in any organization is the people.
In this episode, David interviews Danielle Balestra, Director of Marketing Technology and Operations at Goodwin. Danielle shares how she has approached the ever-evolving challenges of building successful marketing teams.
Listen as David and Danielle discuss:
- How to identify gaps within the team.
- Overcoming the competitive job market.
- The importance of creating a proactive environment.
- How to assess your MarTech stack.
Check out the resources mentioned:
- David Lewis' LinkedIn
- Danielle's LinkedIn
- Key Steps for Conducting a MarTech Stack Assessment
- LeanData Bookit Demo
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
In the third and final episode of this re-released series, Carlos Hidalgo and David discuss importance of customer expansion and maintaining a strong customer experience.
Listen as David and Carlos discuss:
- What B2B and B2C companies can learn from each other.
- How you can evaluate and redesign your buyer's journey.
- The importance of a Chief Experience Officer role.
- Why you need to focus on customer retention and upselling.
Check out the resources mentioned:
- David Lewis' LinkedIn
- The D3 Methodology E-book
- David's Blog
- All D3 Resources
- Free Consultation with a Strategic Advisor
- 10 minute D3 Methodology Explainer Video
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Brand identity goes beyond a logo and a name. It’s a promise of the value you are going to deliver to your customer.
In this episode, David interviews Triniti Burton, Co-Creator at Doorway Creative. Triniti shares the art and science behind personal and professional branding.
Listen as David and Triniti discuss:
- The importance of carrying the brand experience throughout your organization.
- How emotions tied to your brand can impact buying behaviors.
- How personal branding can make your life easier and your interactions more authentic.
- When organizations should consider a rebrand.
Check out the resources mentioned:
- David Lewis' LinkedIn
- Triniti Burton's LinkedIn
- Edelman Trust Barometer 2022
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
In this re-released episode, Carlos Hidalgo and David take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function.
Listen as David and Carlos discuss:
- The essential elements of creating demand.
- How to develop buyer personas.
- The importance of creating content that aligns with the needs of your customers.
- How to discover and solve the pain points of your buyers.
Check out the resources mentioned:
- David Lewis' LinkedIn
- The D3 Methodology E-book
- David's Blog
- All D3 Resources
- Free Consultation with a Strategic Advisor
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
In the early 2000s marketing operations was a new term in the marketing community. Fast forward to today as marketing operations has become a vital function, responsible for delivering the CMO’s strategy.
In this episode, David interviews Michael McKinnon, author of The Marketing Operations Handbook and award winning B2B marketer. Michael shares how his book provides a blueprint for successful marketing operations teams.
Listen as David and Michael discuss:
- How to establish a marketing budget.
- The challenges of designing marketing processes and functions.
- Why it’s best to keep your marketing scoreboard simple.
- The importance of aligning with your IT department.
Check out the resources mentioned:
- The Marketing Operations Handbook
- The D3 Methodology E-book
- Manufacturing Demand
- David’s LinkedIn
- Michael’s LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Marketers are natural agents of change, but for Gary McRae he started his career as another kind of agent. By serving as a homicide detective in London, Gary learned transferable skills that make him an exceptional marketer.
In this episode, David interviews Gary McRae, Senior Marketing Manager of Brand & Channels at Baker McKenzie. Gary shares what it takes to be a great marketer, and how leaders can create environments that allow teams to thrive.
Listen as David and Gary discuss:
- Why trust is the building block for growth.
- The importance of challenging the status quo.
- How to listen to non-verbal cues.
- Why hard, candid discussions will make your team successful.
Check out the resources mentioned:
- David Lewis' LinkedIn
- Gary McRae's LinkedIn
- Radical Candor
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Marketing practitioners come from all different educational backgrounds, skillsets, and experiences. In fact, a 2019 survey uncovered only 25% of marketing practitioners had a marketing undergraduate degree.
In this episode, David interviews Kristy McCrady, Senior Director of Marketing Operations at JLL Technologies. Kristy shares how she got started and grew her marketing technology career. Spoiler alert: It took a lot of hard work, grit, and guts.
Listen as David and Kristy discuss:
- How raising your hand can advance your career.
- The importance of a mentor and building your network.
- The benefits of being a generalist.
- How to determine if it’s time to make a career change.
Check out the resources mentioned:
- David Lewis' LinkedIn
- Kristy McCrady's LinkedIn
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
You can’t rely 100% on a robot. Certainly, technology will get us where we want to be faster, but if you want to drive results you need a high volume of quality data, backed by a team of experts.
In this episode, David interviews Ben Brock, Principal and National Leader of Enterprise Business Applications at BDO Digital. Ben shares how data analytics and application development can help the modern marketer.
Listen as David and Ben discuss:
- The challenge of making the user experience easy.
- How marketers can use predictive tools.
- Why data quality and availability are necessary.
- The importance of understanding the users’ intended outcome.
Check out the resources mentioned:
- Manufacturing Demand by David Lewis
- Ben Brock’s LinkedIn
- House of Cards: Giving Viewers What They Want
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
When he discovered the D3 Methodology, Chris Nelson knew it was exactly what his organization needed to activate a true demand generation framework.
In this episode, David Interviews Chris, Senior Director of Growth Marketing at VillageMD. Chris shares his passion for methodologies that have helped him during his marketing career.
Listen as David and Chris discuss:
- The importance of building the right team.
- How enlisting the help of an agency can help you.
- Why customer retention is the new acquisition.
- How to use the D3 Methodology to execute demand generation strategy.
Check out the resources mentioned:
- Episode #208: How to Excel as a New Marketer with Audrey Lewis
- Chris Nelson LinkedIn
- The D3 Resource Hub
- The D3 Methodology E-book
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
The demand funnel is alive and well, but not all marketers approach it in the same way.
In this episode, David Interviews Gayle Nixon, Senior Vice President of Marketing at Litera. Gayle shares her formula for lead management and demand funnel success, and even introduces a new acronym for engaged leads.
Listen as David and Gayle discuss:
- The first steps to getting sales and marketing aligned.
- How too many MQLs can hurt you.
- The advantages of a predictable sales funnel.
- How to implement structure around lead management processes.
Check out the resources mentioned:
- Digital Velocity (Tealium)
- Manufacturing Demand
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
In the early nineties a little thing called the internet changed the world as we knew it. Now, another technology is disrupting the way we work, play, and interact with each other.
In this episode, David interviews Jamie Gier, Chief Marketing Officer at Ceros. Jamie shares her experience with virtual reality and how she thinks it can impact the modern marketer.
Listen as David and Jamie discuss:
- What marketers can do today to prepare for the Metaverse.
- The social dilemmas of escaping reality.
- Why marketers should start exploring this new channel.
- How the Metaverse could compliment traditional marketing channels.
Check out the resources mentioned:
- Oculus Quest 2
- Ready Player One
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Developing a new product category is not for the faint of heart. It takes a lot of hard work, fortitude, commitment, and most of all, patience.
In this episode, David interviews Murali Nemani, Chief Marketing Officer at ScienceLogic. Murali has a knack for seeing the world as it is going to be vs. how it is. He shares the strategies he’s used to usher more than five new product categories to the market.
Listen as David and Murali discuss:
- How to determine when it’s time to create a new category.
- Creating market narratives that will reframe your product.
- Advantages of being the first in a new category.
- The importance of having a supportive CEO and team.
Check out the resources mentioned:
- The 22 Immutable Laws of Marketing
- Amp It Up
- Episode #235: How to be an Agent of Change in Your Organization
- Episode #239 Talent Acquisition Strategies to Build & Grow Your Team
- Steve Jobs: Think Different
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
With marketing jobs in high demand, recruiting and talent acquisition teams are under intense pressure to fill positions quickly. Finding candidates who can not only do the job but also fit the culture is a vital piece to your team’s success.
In this episode, David interviews Anna Greer, National Talent Acquisition Leader at BDO. With two decades of experience in recruiting and talent acquisition, Anna offers advice for recruiters and candidates looking for the perfect fit.
Listen as Anna and David discuss:
- How to uncover your candidates’ passions and aspirations
- The benefits of building a “people first” culture with established core values
- Tips for interviewers and advice for candidates
- The value of intangible benefits that go beyond salary
Check out the resources mentioned:
- BDO Careers
- Anna Greer LinkedIn
- The D3 Methodology E-book
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
For some marketers the thought of creating video content is intimidating and uncomfortable.
But as video marketing and podcasting become more popular, it’s more important than ever to take the leap and learn how to incorporate these channels into your content strategy.
In this inspiring episode, Emmy-Award-winning guest, Emely Navarro, Associate Producer at Access Hollywood, shares her tips and tricks for planning, editing, and publishing video and audio content.
Listen as Emely and David discuss:
- Steps you can take today to start working on your video marketing
- How video and audio channels can help drive revenue and create demand
- Simple hacks for recording without any fancy equipment
- Tips for building an effective workflow for publishing consistent content
Check out the resources mentioned:
- 30-Day Filmmaking Class with Casey Neistat
- Emely Navarro LinkedIn
- The D3 Methodology E-book
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
We live in a digital world that is constantly transforming. For businesses to stay relevant they must learn to leverage technology and understand how it can impact their business.
In this episode, David interviews Robert Brown, National Digital Leader, Retail CPG/Hospitality at BDO Digital. Robert explains how to enhance the customer experience through innovative business strategies and digital transformation.
Listen as they discuss:
- How COVID shifted the business model for B2Cs.
- The value of using data to build your business strategy.
- How to delight customers by providing a frictionless customer experience.
- Why it’s vital to recognize technology’s limitations and create a contingency plan.
Check out the resources mentioned:
- Episode #235: How to be an Agent of Change in Your Organization
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
What does success look like for you? A question every marketer should be asking their current and potential partners.
In this episode, David interviews Ric Opal, Principal and National GTM and Strategic Partnerships Leader at BDO Digital. Ric and David share their recipes for building and growing successful strategic alliances with real-life examples.
Listen as they discuss:
- The importance of being a thought leader for new innovations.
- How driving adoption can also drive revenue and growth.
- Why it’s necessary to demonstrate your impact on your partner’s business.
- How to navigate challenging moments in your partner relationship.
Check out the resources mentioned:
-
- The D3 Methodology
- Ric and the Opals
- DemandGen Radio Episode with Jilly Rowley (former EloQueen)
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Marketing is often the catalyst for change in many organizations. But even when the change is necessary, it can be met with resistance and push back.
If you are introducing something shiny and new to your team, now is a great time to tune into DemanGen Radio. In this episode, David interviews Patty Remes, Senior Advisor at BDO Digital, Demand Generation Group. Patty shares her experiences helping large organizations introduce new initiatives.
Listen as they discuss:
- The significance of definitions when it comes to your funnel.
- The power of piloting and how your pilot program can generate excitement.
- How to make sure change is technically and culturally embraced.
- Why it’s important to celebrate and what it means to have “type 2 fun”.
Check out the resources mentioned:
-
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
We all aspire to show our excellence in the first 30, 60, 90 days in a new job. Having a proven blueprint or methodology for success can give marketers the framework to excel at any company.
In this episode, David interviews Avnita Gulati, Senior Director of Global Marketing Strategy and Operations at Visa. Avnita explains the importance of creating a Center of Excellence that’s comprehensive, repeatable, and scalable.
Listen as they discuss:
- The key principles for establishing and managing the Center of Excellence.
- The value of honing in on a primary goal to achieve business objectives.
- Lessons learned in marketing automation.
- How marketing operations can contribute to your organization’s overall strategy.
Check out the resources mentioned:
- DemandGen TV
- The D3 Methodology
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
As the year comes to a close David reflects on major events that have shaped the DemandGen team and the marketing landscape. Including how DemandGen and BDO Digital joined forces this year, expanding their support for marketing teams around the world.
Before taking on the new year, much like Willy Wonka’s magical factory, the podcast and YouTube channel will be closing up shop to allow the team to reflect and enjoy time with friends and family.
In this short, end-of-year recap, David talks about why there is much to look forward to in 2022.
Listen as David shares:
- Reflections on the past two years.
- The latest announcement about the BDO Digital Marketing team.
- Details on the release of an exciting new series.
- A new look-and-feel for DemandGen TV and DemandGen Radio.
Check out our new look:
- DemandGen TV
To hear this episode and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
If you’re about to hire your company’s very first head of marketing, what traits should you look for?
You’re going to need a Jack or Jane of all trades who is comfortable being scrappy.
In this episode, David interviews his longtime friend Christelle Flahaux, VP Marketing at FortressIQ, about the essential traits of today’s modern marketing leader.
Listen as we discuss:
- Why so few people can truly claim to be a full stack marketer.
- Juggling the right/left brain, art/science approach to marketing.
- Ramping up your new department with your first and second hires.
- Lessons learned: Calling young professionals on their mistakes.
Check out this resource we mentioned:
- DemandGen TV
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Free or gated?
To be honest, most of us are stingy with the free content that we share. That’s not at all the way today’s guest approaches to content.
Trey Sheneman, Executive Director of Marketing at Ramsey Solutions, has hit company goals by providing valuable content for free instead of relying on the paywall.
Listen as we discuss:
- How Trey applies the 4 tenets of Agile.
- Why you need to up your free content game.
- How the D3 framework plays out in marketing content.
- Handling your money like God and grandma.
- How vision may change but mission doesn’t.
Check out these resources mentioned:
- DemandGen TV
- Borrowed Future
- The D3 Methodology
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Where do you want to go in your career?
It’s an essential question to answer because it’s the first step in getting there.
After all, no one gets handed career advancement on a silver platter. It takes hard work and truly taking ownership of your career to climb the ladder, and according to today’s guest, there are certain skills that can help you along the way.
In this episode, David interviews Maya Grossman, Founder of Maya Grossman Consulting, about how to take the bull by the horns and skyrocket your career.
Listen as we discuss:
- Five steps for figuring out your career roadmap.
- How to transition from specialist to generalist.
- Why you should develop an owner’s mentality.
- The importance of becoming a lifelong learner.
- How to create opportunities for yourself.
Check out these resources mentioned:
- DemandGen TV
- Maya’s book is Invaluable
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Less than .04 percent of companies ever make the $10M mark. Most of them die in the early transformation stages, in the proverbial Valley of Death, before they ever undergo true transformation.
If you don’t know what stage of the business you're in, you won’t be able to figure out what your next move should be.
Which stage of the three Ps are you in? That’s problem market fit, product market fit, or platform market fit.
In this episode, David interviews Sangram Vajre, Chief Evangelist and Co-Founder at Terminus, about the importance of achieving platform market fit for true transformation.
Join us as we discuss:
- Reaching out to the person you’ve been missing lately.
- Becoming a student of the Valley of Death for businesses.
- Transformation from problem to product to platform.
- Morning Brew and Skimm as examples of platform success.
- The CEO’s ownership of go-to-market.
Check out these resources mentioned:
- DemandGen TV
- Episode 228 with Ken Narita
- Sangram’s latest book is The MOVE
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
If you as a marketing leader aren’t knocking on sales’ door from the moment you enter an organization, you’re missing an opportunity to give your marketing programs a head start.
What would it take to create so much trust and transparency that “sales and marketing” becomes one word?
In this episode, David interviews Ken Narita, VP of B2B Marketing at Ooma, about how marketing can build a relationship of trust and transparency with sales leadership based on their shared goal of driving revenue.
Join us as we discuss:
- How the contribution of marketing to revenue will continue to grow.
- The question of how marketing should be compensated.
- Why a relationship with sales leads to revenue growth.
- Strategies for developing trust and transparency.
- Bonus: What roles would the Marvel Avengers have if they were marketers?
Check out these resources mentioned:
- DemandGen TV
- Upcoming: an interview with Sangram Vajre
- Upcoming: Ooma commercial
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Do you have the four traits (courageous, artful, thoughtful, and scientific) of a successful CMO?
Do you need all four traits to be successful today? Actually, yes.
In this episode, David interviews Drew Neisser, Founder & CEO at Renegade, about the traits of the more than 450 successful CMOs that he interviewed as research for his latest book, Renegade Marketing.
Join us as we discuss:
- How courage means becoming the Marie Kondo of marketing.
- The difference between being artful and being an artist.
- Why thoughtful execution focuses first on employees.
- How most marketers miss being truly scientific.
- The CMO and CFO relationship.
Check out these resources mentioned:
- Renegade Marketing by Drew Neisser
- CMO Huddles
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or on DemandGenRadio.com or search for DemandGen Radio in your favorite podcast player.
Three main factors have an influence over how today’s financial services are adjusting to digital modernization: low interest rates, market disruption from fintech startups, and the hybrid work environment. In this episode, I interview Bill Topel, National Financial Services GTM Leader at BDO USA, about the financial services market today and how to deploy digital transformation to create a seamless customer experience.
Join us as we discuss:
- Findings from the digital transformation survey
- A culture of adaptation and upskilling
- A marketing perspective on the D3 Methodology in financial services
- The importance of data quality and personalization
- What the Gen Z community wants from financial services
A career in marketing can be incredibly daunting and challenging at times. However, in this episode, Brooke Bartos, Director of Marketing Operations and Analytics at Invoice Cloud, shares how to define and forge a rewarding career path. Listen as Brooke opens up about her personal career story, gives advice for seizing new opportunities (even if you don’t have the right qualifications), and reveals how to find balance between work and personal life.
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Like many career-driven professionals, Megan Lueders spent many years tirelessly climbing the corporate ladder. After experiencing burnout, Megan made the tough decision to take a six-month sabbatical. In this episode of DemandGen Radio, Megan shares the importance of taking a break, how to “stay relevant” while on a sabbatical, and lessons learned on how to temporarily step away from your career for those who are also struggling with burnout.
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
In the era of what the media is calling “The Great Resignation”, it’s going to happen; a valued team member is going to resign. In this real life, completely unrehearsed exit interview, I say farewell to one of our own, Justin Chormicle. Tune in as we discuss his reasons for leaving, his perspective on the importance of company culture, the benefits of working on a small, agile marketing team, and his valuable feedback for me as a business leader. You’ll also learn my approach to giving him a “hug on the way out” and how I leave the door open to joining the team again in the future. Whether you’re a manager or planning to resign, you’ll no doubt take away some good learnings.
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Norman Bell, author of The Story-Powered Speaker, joins the show to talk about the importance of developing the art of storytelling. Tune in as Norman shares tips and tricks for becoming better at capturing the attention and emotion of others.
Tune in to learn:
- Which stories you should have in your story bank
- Why people are more likely to remember stories
- How to use Norman’s 3-step exercise for uncovering your own personal stories
For a copy of Norman’s book, reach out to him at: norman@normanjbell.com
Check out Norman’s podcast, Hell Yes Life, here: https://hellyeslife.com/
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Joe Paone, Senior Director of Worldwide Commercial Marketing, joins DemandGen Radio to talk about his initiatives around growing pipeline within Splunk’s mid-market segment. Tune in as Joe shares how he’s structuring his demand generation function internally, the tools and technologies that his team are relying on, and advice to those looking to make a career move.
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Lisa Cole recently released her new book, The Revenue RAMP. In this episode of DemandGen Radio, Lisa shares how you can use the framework outlined in the book to transform your marketing functions while accelerating revenue growth. Lisa also shares her process behind writing the book, how marketing leaders can avoid burnout, and the importance of organizational alignment. Tune in to learn how you can get a free copy of The Revenue RAMP.
Learn more about The Revenue RAMP here: https://store.bookbaby.com/book/the-revenue-ramp
Looking for a way to visualize your modern marketing organization? Check out our demand center poster: https://resources.demandgen.com/worksheets/demandfactorytemplate
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
James Henderson, CEO of Exclusive Resorts, knows the importance of delivering remarkable experiences. Part of that experience involves supporting a positive and frictionless buying process for prospects as they consider making a purchase. Listen as James shares the importance of designing a smooth and efficient sales process, along with his top tip for helping sales teams drive business and enhance customer satisfaction.
Learn more about Exclusive Resorts here: https://www.exclusiveresorts.com/
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Anyone in business should be focused on developing their personal brand on LinkedIn. In this episode, Clair Bahn shares how to uncover opportunities with your personal branding, how to create and share content that people will find useful, and how to achieve high engagement on LinkedIn and other social platforms.
Check out Claire’s personal branding content here: https://clairebahn.com/blog/
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Latane Conant, CMO of 6sense, joins the podcast to talk about various topics derived from her book: No Forms. No Spam, No Cold Calls. Listen as Latane opens up about her journey into the role as head of marketing, reveals her 4-step recipe for personalization, and shares what the future of account-based sales and marketing looks like.
Read more about Latane’s book here: https://6sense.com/no-forms-no-spam-no-cold-calls/
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function.
In this episode, we talk about the importance of customer expansion and maintaining a strong customer experience. Listen as we share what B2B and B2C companies can learn from each other, how you can evaluate and redesign your buyers journey, and more.
Check out The D3 Methodology here: https://bit.ly/3aOjwYz
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
From print advertising as far back as the 1400s to telemarketing and television commercials in the 1900s, tune in as I take you through the history of marketing. Join me in this episode as I share how marketing has evolved over the centuries, leading up to the type of digital-driven, modern marketing that we know today.
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Ryane Bohm recently joined Gong as their new Director of Product Marketing. In this episode, Ryane shares what her onboarding experience has been like, along with lots of great insight related to product marketing. Listen as Ryane dives into how to be effective when leading product marketing, how to know and understand your buyers, and how to best collaborate with product, marketing, and sales teams.
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Moira van den Akker joins DemandGen Radio to talk about her journey and the obstacles she’s faced while leading the account-based marketing initiatives at Trimble. Tune in as we explore how to overcome many of the common roadblocks on the way to ABM, including how to get sales and the executive team onboard, how to decide which accounts to target and what technologies you need to implement, how to gain a full understanding of your buyers and their propensity to buy, and more.
Check out our updated demand center poster here: https://resources.demandgen.com/worksheets/demandfactorytemplate
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Jill Rowley joins me in this podcast episode as we reflect on our partnership and the impact we’ve had on the marketing industry over the last decade. Jill was there when DemandGen was founded and it’s only fitting that she joins me in this episode on the day that DemandGen officially becomes BDO Digital. Listen as Jill and I share how our partnership formed, how we’ve supported each other throughout our careers, and what the future looks like for both of us.
Watch the video version of this podcast episode on DemandGen TV: https://youtu.be/LEq8s8V3p4w
Additionally, give this podcast a listen on the PartnerUp Podcast where Jill discusses creating partner categories and ecosystems as she did with David/DemandGen: https://www.partneruppodcast.com/blog/010-jill-rowleys-first-podcast-on-partnerships-creating-categories-and-partner-ecosystems
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Ash Parikh, Global Head of Marketing at Informatica, joins the podcast to talk about the importance of knowing your customer. In this episode, Ash shares why you need to create buyer personas, how to identify key decision makers, and how to best leverage your content to support prospects through their buyer’s journey. Tune in to learn how to gain a better understanding of your buyers, how to develop an effective content mix, whether or not you should still be gating your content, and more.
Links mentioned in this episode:
Manufacturing Demand Book: https://bit.ly/37zkhVw
[Video] BDO Digital Acquires DemandGen: https://bit.ly/2MXTpbU
Ash’s latest blog post on CMO Council: http://bit.ly/3v3zvxo
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS
Yesterday we announced that DemandGen will be joining BDO Digital. In this podcast episode, I share the full story behind this acquisition, what the future looks like for DemandGen, and how joining BDO Digital will help us grow and better serve our clients.
Read the full press release here: http://bit.ly/3raipvo Watch the video version of this podcast here: https://youtu.be/DTXyR4PPpww
Bruce Lehman, Director of Marketing Operations at Hitachi Vantara, has spent much of his career within the world of marketing operations. In this episode, Bruce and I catch up to talk about the evolution of the marketing operations function as well as the current state of the marketing technology space. Listen as we share how to evaluate your tech stack, how vendors should be pitching their products and services to marketing operations professionals, compare leading tech vendors, and more. Plus, at the end of this episode, I share exciting news regarding the future of DemandGen.
As mentioned in this episode, check out this video of Sendoso on DemandGen TV: https://youtu.be/sRQN0pKl-kY
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
After completing her first year in marketing, Audrey Lewis joins the podcast to share her experience so far as a new and aspiring marketer. For those early in their marketing careers, tune in as Audrey shares valuable lessons around how to best learn and grow as a marketer. For managers and those responsible for onboarding and training new marketing professionals, Audrey highlights how you can best support new team members and the importance of creating a strong team culture.
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
In this series, David Lewis and Carlos Hidalgo take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function.
Join David and Carlos as they share how the methodology has helped various marketing organizations so far and the kinds of results that these teams are seeing from aligning all of their demand generation efforts. Tune in as David and Carlos also highlight which initiatives marketers are most focusing on these days, how to improve your funnel conversion rates, and how to effectively create, manage, and expand your demand.
Book time with Carlos to discuss how you can improve your demand generation efforts: http://bit.ly/2Zj1evl
To learn more about The D3 Methodology, check out this video: https://bit.ly/2NgUCuJ
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Don Peppers returns in this episode of DemandGen Radio for a discussion on how the buying and engagement experience has changed over the last year. Tune in as Don shares how the era of COVID can be an opportunity for your organization, the importance of collecting feedback to improve your products and services, his prediction for the future, and more.
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function.
In this episode, we talk about the importance of integrating sales and marketing to unite on ABM initiatives. Listen as we share various frameworks and models for approaching account-based marketing, how to put an ABM strategy into place, and how to align sales and marketing for maximum revenue growth.
Check out The D3 Methodology here: https://bit.ly/3aOjwYz
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Every business evolves over time and in order to remain successful, marketers must act as agents of change that support and drive new strategies and initiatives. Ed Peterson is one of those marketers.
In this episode, Ed shares his story on how he led massive change at Fleetcor while bringing the company through digital transformation. Listen as Ed details how to be an ambassador for change within your own organization, how to get all internal stakeholder to support that change, and other lessons he’s learn along the way.
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
With experience in both the B2B and B2C space, Bill Snider has learned how to combine the best of both worlds to deliver very personal and highly targeted marketing experiences. Tune in to this episode as Bill shares:
- His journey from the retail industry into the financial services industry
- How he made the internal business case for undergoing digital transformation and pursuing new avenues for connecting and engaging with prospects and customers
- How he and his team were able to develop a better understand their buyer’s journey, enabling them to send the right marketing communications at the right time
- How Clearview Federal Credit Union has increased their cross-sell ratios and revenue as a result of their marketing efforts
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
As VP of Global Revenue Operations at LogRhythm, Michael McKinnon knows the importance of demonstrating marketing’s impact. In this episode, Michael returns to share why attribution is crucial for the growth and security of all marketing teams, the difference between attribution and and contribution, and how to go about setting up an attribution model within your own organization.
Take a look at the Michael’s marketing attribution slides here: http://bit.ly/38oOI2Q
Check out this video on DemandGen TV: https://bit.ly/396Oaxu
Download the digital version of Manufacturing Demand here: http://bit.ly/37zkhVw
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
If you haven’t already committed to building a robust and full-fledged marketing operations function within your organization, then this is the year to do so. In this episode, Naomi Marr, Senior Director of Global Marketing Operations at Datto, shares why 2021 is the year to invest in marketing operations. Listen as she details how the marketing operations function has evolved over time, what marketing operations priorities you should be focusing on, and how to get started with analytics and reporting so that you can convey the impact of your marketing team’s efforts.
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
In this final DemandGen Radio episode of 2020, Rob Bonham joins me to share reflections on what it was like to be in marketing this year and what marketers are doing to prepare for 2021. Tune in as we talk about how marketing teams everywhere had to reconfigure their go-to-market strategies this year due to COVID, how sales and marketing are becoming more dependent on each other now more than ever, and what your colleagues in marketing are doing in order to make 2021 a successful year of growth!
Check out these other resources!
The D3 Methodology: http://bit.ly/2E7n2TP DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Mark Sanborn is the author of “The Fred Factor” — A best-selling book that reveals how finding passion in your work can turn an ordinary life into an extraordinary one. In this episode, Mark shares the story behind “The Fred Factor”, what it takes to be a strong leader, and how to find passion in your work so that you can begin leading an extraordinary life.
Check out these other resources!
DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS Manufacturing Demand book: https://bit.ly/37zkhVw
Vincent Matano is a young and hungry sales professional with a prosperous career ahead of him. In this episode, Vincent shares what led him to landing in a sales role and how he’s managing to be successful as an Account Executive at Demandbase. Tune in as we further dive into the importance of have a strong personal brand, how Vincent creates viral content, and the top sales techniques that close deals.
Vincent’s Usher video: https://bit.ly/2KuQdmI
Vincent’s World’s Hottest Chip challenge video: https://bit.ly/2WicjeJ
Check out the world’s hottest chip here: https://amzn.to/2W594r1
Letitia Rodley is an award-winning marketer that knows how to scale an effective marketing organization that delivers results. In this episode, Letitia shares how to build a seamless user experience that removes friction from the buying process, while also maintaining a high level of conversions (keeping sales happy!). Tune in as we also cover how to develop SLA’s with sales, how to choose the right organization to be successful as a marketer, and how to build a united and passionate team.
Like all marketing leaders right now, Meagen Eisenberg is constantly looking for new ways to build pipeline — especially during this era of no in-person events. Tune in as Meagen shares how her marketing budget has shifted this year to prioritize digital channels, recommendations for building a strong team, career advice for those wanting to be CMO, and more.
Gretchen Hoffman is a revenue-driven marketing leader that understands the importance of transforming marketing into a revenue engine. In this episode, Gretchen joins me for a conversation on why having a revenue focus is so important and how marketing may soon surpass sales as the new primary revenue driver. Tune in as we talk about how to align and integrate sales and marketing around their common goal, how to increase revenue contribution from your install base by improving your customer experience, and how to plan your marketing programs for strong revenue growth in 2021.
Resources mentioned in this episode:
Guide to High-Performance Marketing: https://bit.ly/3pKaxjT
[Video] Learn The D3 Methodology for Maximizing Revenue: https://bit.ly/3m2gt5q
Lisa Horner has been leading AppFolio’s go-to-market strategy for targeting and engaging key accounts, and, in this episode, she shares her recipes for ABM success. Tune in as we talk about how to approach ABM as you consider adding it to your 2021 marketing roadmap, key tactics for successful account engagement and activation, advice for those just getting started on the journey to ABM, and more.
Steve Barnard is a true agent of change that knows and understands the importance of driving demand and growing revenue. Throughout his career, Steve has specialized in transforming marketing functions into robust demand centers. Tune in to this episode as Steve shares his recipe for evolving marketing into a centralized demand center, how to align your marketing team more closely with sales in order to become more revenue-centric, and how to make an impact in your organization as a new marketing leader.
Check out The D3 Methodology here: https://bit.ly/2E7n2TP
Tune in to DemandGen TV here: demandgen.tv
Alicia Tillman, one of the world’s most influential CMOs, was responsible for reimagining SAP’s brand and leading the major technology company into a new era. In this episode, Alicia shares how she managed to get the whole company onboard with the rebrand, how she developed both an internal and external narrative that was widely supported, and how she aligned SAP’s rebrand with creating more value for customers while making the world a better place.
With everything that has happened this year, we’ve seen first-hand how important marketing really is when it comes to delivering digital experiences and supporting revenue growth. Stephen Frieder, President of the Americas at Adobe, joins the podcast to dive into why marketing’s contribution is more important than ever, especially during the COVID era. Tune in as Stephen and David talk about how far Marketo has come since the acquisition by Adobe almost two years ago, what B2B marketers can learn from B2C marketers, and what’s on the roadmap for Adobe as they continue to support marketers in crafting end-to-end experiences.
Susan Beermann has spent her career rising the ranks in marketing. After leading marketing and taking on CMO roles at various companies, Susan has many lessons to share with those both wanting to make it to the pinnacle of marketing and those that are wanting to do it successfully. Tune in as Susan shares her background and what it took to reach the CMO level, how to demonstrate marketing’s value to your organization and your company’s board members, and how to lead a team like a well-trained orchestra.
Mary Bermel, VP of Global Marketing Operations and Analytics at LogMeIn, has played a huge part in developing the measurement framework that allows her marketing team to prove their effectiveness and contribution to the organization. In this podcast episode, Mary shares her approach to getting started with marketing analytics and reporting, how to establish KPIs and identify important marketing goals, important tools and key roles needed for getting analytics right, and more.
Nicolas Draca has lead many marketing teams during his time as a marketing leader and has trained and coached many of today’s highly-successful marketers. In this episode, Nicolas shares his playbook for onboarding and supporting new talent and growing a team. Listen as Nicolas highlights how to set goals for new team members, how to empower people to take risks and solve problems, and, ultimately, how to build a passionate team of successful marketers.
Jennifer McAdams, Vice President of Demand Generation and Field Marketing at Progress, shares her process for evaluating and selecting new MarTech tools. Tune in as Jennifer shares where her passion for technology comes from, which tools comprise her tech stack, and how she vets technology vendors.
Check out the Progress Stackies submission here: https://resources.demandgen.com/demandgen-radio-podcast/progress-stackies-awards
To see how Progress is pulling together their virtual events, here is a link to their digital showcase: https://www.progress.com/campaigns/digital-experience-showcase
Tune in to DemandGen TV at demandgen.tv
Judy Ash, CMO of Certent, joins the podcast to shed light on what it’s really like to be head of marketing in today’s modern marketing era. Judy shares how the CMO role is evolving and becoming more technical, but at the same time more rewarding than ever. Listen as we talk about the role and responsibilities of the modern CMO and what it takes to be a successful marketing leader.
Julie Knight took over as the Chief Marketing Officer of Unit4 just over a year ago and has been leading many major initiatives since. In this episode, she shares what that first year has been like and what it takes to drive change as a new CMO. Tune in as we talk about how marketing has evolved during the COVID era, where to start when appointed as a new head of marketing, and what it takes to rebrand a company.
As CEO of DiscoverOrg and now ZoomInfo, Henry Schuck has achieved many major milestones. From starting DiscoverOrg at the age of 23 to later acquiring ZoomInfo and now taking it public, Henry has experienced and lead all the different stages of growth that can take place within an organization. Tune in as Henry shares his lessons for growing highly successful companies, what it’s like running a public company for the first time, and his vision for ZoomInfo in 10 years from now.
After many years of managing products at companies like Marketo and Engagio, Cheryl Chavez is now joining Duetto as Chief Product Officer. With a strong background in bringing automation to companies, Cheryl is a perfect fit for Duetto — a company that helps hospitality revenue professionals automate pricing. In this episode, Cheryl shares her plans for growing and evolving Duetto’s revenue optimization platform, why automation in all industries is key for success, and the importance of strong communication between product/engineering teams and marketing teams.
As CMO at Glint, Jim Bell has built a team centered on trust and communication. In this episode, Jim shares his most valuable leadership lessons and what it takes to develop a strong team culture. Tune in to learn about how to structure your team according to different personality types and how to inspire and motivate a team.
Anna Bender has been having great success as a new Business Development Rep at Adobe. In this episode, Anna and I reconnect and reflect on all the personal and professional growth she’s experienced so far at a young age. We talk about how she has overcome adversity and developed leadership skills, what life is like as a new BDR at Adobe, and what methods she is using to be one of the top-performing reps.
Through years of experience in various senior marketing roles, Melton Littlepage has discovered what it takes for teams to be highly impactful and effective. And, he’s combined his lessons onto a single blueprint that outlines exactly how to do it. Tune into this episode as Melton and I talk about the early years of demand generation, how digital marketing has evolved, and how you can use Melton’s blueprint for high-performance marketing.
Check out the blueprint here: https://bit.ly/31kacdL
Sending a simple gift to someone can create a deep connection. For sales and marketing teams, Sendoso makes sending items to prospects and customers easier than ever. In this episode, Nick Casale shares why direct mail is so powerful, what kinds of gifts you should be sending, and how you can use Sendoso to begin delighting your prospects and customers.
Here’s my gift to you! Connect with me on LinkedIn and I’ll send you a free poster of The Demand Factory — A framework that maps out how to acquire and convert customers, measure impact and expand reach within your customer base. Or, download the digital version here: https://bit.ly/31YMZNf
Asking questions is the key to achieving your dreams and learning how to architect the life you want. In this episode, Mark Victor Hansen, author of over 300 books, and Crystal Dwyer Hansen, entrepreneur and certified life coach, talk about the power of asking. Listen as Mark and Crystal share why now is the time to start questioning anything and everything about your life. And, in doing so, a lot of things will be revealed.
Interested in Mark and Crystal’s new book? Sign up for their book club here: askthebookclub.com
Michelle Killebrew climbed to a high level within marketing leadership by taking risks and stepping out of her comfort zone to build new skills. In this episode, Michelle shares how her career path evolved, how she got started with writing and public speaking, and why it’s important to constantly be challenging yourself. Listen as Michelle shares the importance of self-growth and how to start performing at your highest level.
In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function.
In episode 6 of this series, we dive into Demand Management. Tune in as we talk about the 10 initiatives required for successfully managing demand, from developing a strategy and implementing a demand funnel to rolling out lead scoring and nurturing programs.
Slide deck on Demand Management concepts from this episode: https://bit.ly/3g07Llg Blog post on The D3 Methodology: https://bit.ly/2WTfaLM Full D3 Methodology Deck here: https://bit.ly/3aOjwYz
Free Lead Management book download: https://bit.ly/37zkhVw
In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function.
In episode 5 of this series, we talk about the importance of proving marketing’s contribution through the use of analytics. Tune in as we talk about the 5 “C’s” of marketing analytics, how most marketing teams feel when it comes to measuring and analyzing their impact, and how to properly communicate marketing’s contribution to the rest of your organization.
Check out The D3 Methodology here: https://bit.ly/3aOjwYz
Guy Kawasaki is an author, entrepreneur, and now Chief Evangelist at Canva. In this episode, we start off by talking about our early days as evangelists for Macintosh and how our careers evolved. Throughout our conversation we dive into the importance of evangelizing your product, the role of a chief evangelist, and even the ins and outs of Canva.
In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function.
In episode 4 of this series, we talk about the essential elements of creating demand. Tune in as we talk about how to develop buyer personas, how create content that aligns with the needs of your customers, and how to discover and solve the pain points of your buyers.
Check out The D3 Methodology here: https://bit.ly/3aOjwYz
Bruce Eidsvik is the SVP of Global Revenue Marketing at Genesys and has been leading the company’s shift towards account-based marketing. Tune in to hear how Bruce ended up in marketing after pursuing a career as a physicist, how Genesys builds and manages their tech stack, and how they've scaled their programmatic approach to targeting accounts.
Take a look at Genesys’ guide to making ABM a core go-to-market strategy here: https://bit.ly/3dQn5PO
The team at ScienceLogic was six weeks away from hosting their annual user conference, one of their biggest sales and marketing initiatives of the year. Despite months of planning and budget commitment, they decided to make the event virtual due to concerns of COVID-19. Tune in as Murali Nemani and Mattie Weber share what it was like to make this decision, how they managed to pivot the conference from an in-person event to a virtual event in such a short amount of time, and how the event ended up being a massive success.
On this episode, David interviews Jon Miller, Founder and CEO of Engagio, along with Gabe Rogul, CEO of Demandbase, to provide you with the inside story on why Demandbase acquired Engagio. Hear how the deal came together, why the companies are merging, the vision for product integration, and what the union means to their mutual customers and employees.
Sales and marketing operations are overlapping more and more these days and these two functions are now uniting to become what's known as revenue operations. Brian Knaupe, Sr. Director Revenue Marketing at NetApp, joins the podcast to talk about his prior experience in both sales and marketing operations roles and how his background has prepared him to lead up a revenue operations team. Listen as we talk about the top skills needed to succeed in an operations role, why revenue operations is now an essential function, and how to unite both sales and marketing.
Migrating to a new marketing automation system requires proper planning and orchestration, especially if you’re at a very large global company and have a tight timeframe. Since Naomi Liu and her team at EFI just successfully completed their major move to Marketo, I invited Naomi onto the podcast to reflect on the project and to celebrate the successful completion of it. Listen as she shares how she got into marketing operations, the process behind the migration, advice for anyone thinking about moving to a new system, and her initiatives for 2020.
In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function.
In episode 3 of this series, we talk about the importance of building both strategic and technical skills for yourself and for your team. Listen as we share how to align skillsets with your evolving tech stack, how to build up your expertise, and why having the right amount of strategic and technical skills on your team is essential for driving revenue.
Check out The D3 Methodology here: https://bit.ly/3aOjwYz
A strong organizational structure is key to maximizing revenue growth. In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function.
In episode 2 of this series, we’re diving into the importance of building the right teams and eliminating organizational silos. Tune in as we cover why now is the time to really focus on transforming and redefining how your teams operate, why it’s essential for sales and marketing to be aligned, and how to design an organizational structure focused around your buyers and their needs.
Take a look at these resources mentioned in the podcast:
The D3 Methodology: https://bit.ly/3aOjwYz Accountability chart: https://bit.ly/2zLnJzI
Anna Crowe is the CEO of Crowe PR and author of Get Real, a bestselling book on the power of leadership and authenticity. In this episode, Anna shares how to be a powerful leader and how to build a strong company culture. Tune in to learn how to be a good communicator, how to transform yourself into a more genuine and authentic person, and how to evolve your sales and marketing strategies during the pandemic.
Roger Dooley is widely known for his books and research on the topics of neuroscience and removing friction from the customer experience. In this episode, we dive into both topics, uncovering what it takes to attract buyers and seamlessly convert them into customers. Tune in as we talk about ways marketers can eliminate friction, why some friction may actually be useful depending on how you leverage it, and share some of the best frictionless strategies that many of the most successful companies on the planet are using.
It’s vital for marketing executives, marketing operations professionals, and demand generation marketers, to provide an overall vision that explains what marketing needs to do within their organization to maximize revenue. A great way to do this is by using The D3 Methodology for B2B marketing that we unveil in this episode.
Tune in to Part 1 of this new series with Carlos Hidalgo as we dive into this methodology, how it works, and how you can apply it within your own organization. Join us as we explore how this methodology will help you redefine how you do demand generation and how to maximize your revenue output.
Check out The D3 Methodology here: https://resources.demandgen.com/the-d3-methodology-a-holistic-model-for-maximizing-revenue/demandgen-d3methodology-overview
Linda Haury was responsible for leading the major marketing transformation that took place at Tyco. In this episode, she talks about how she was able to bring the company into the digital world, turning marketing into a data-driven department, integrating and deploying new systems, and aligning marketing with sales. Linda shares how the need for digital transformation became apparent, how she was able to prove ROI to Tyco’s CEO, and why she decided to enlist DemandGen for some additional support.
In this episode with Bombora Founder and CEO Erik Matlick, we discuss what intent data is revealing about buyer behavior in the era of COVID-19. We unpack how intent data works, and how sales and marketing teams are using intent data to discover which companies are in research mode for your products or services.
Check out Bombora’s recent study on how COVID-19 is impacting B2B research trends here: https://bombora.com/covid-19-b2b-intent-data/
Marketing at CARFAX has changed dramatically over the last year, shifting away from blast-and-batch methods to adopting more effective marketing strategies. And the person leading this change is Rob Bois, Head of Dealer Marketing. Listen as Rob shares the initiatives he and his team are working on and how they’re striving to achieve maximum value from their new instance of Marketo, despite obstacles being presented by the pandemic. Rob shares how CARFAX is adjusting to the current situation, how their go-to-market strategy has changed, and what sales and marketing are doing to set themselves up for future success.
Marketing has entered a new era fueled by media and driven by context. As outlined in his new book, “The Context Marketing Revolution,” Mathew Sweezey shares why context is so important and how to craft your branding and messaging to be successful in our modern world. Listen as we talk about how marketing has evolved, which brands are getting context right, and how to win customers by being authentic and contextual.
Frannie Danzinger is one of the rare sales professionals that really knows and understands how to connect with people in order to help them solve their problems. Tune into this episode to learn how Frannie has excelled in a sales role and what she does to remain successful. Listen as she shares how she got started in sales, what channels and strategies she leverages to maximize engagement, and how she adds value to the people she works with.
Courtney Wilson has been at CloudFactory for over 5 years and was instrumental in building the marketing infrastructure, programs, and team that transformed the company from its early startup days into what it is now. However, there comes a time when we must pursue other opportunities in order to grow and evolve. Listen as Courtney reflects on the work he’s done at CloudFactory, the legacy he will leave behind, and what the future looks like.
Culture plays such a vital role in building and maintaining a strong team. Tune into this episode as Teresa Almaraz, Director of Engagement Marketing at Glassdoor, joins me for a conversation on the importance of building trust with your team and becoming a powerful leader. Listen as we share what it takes to coach people and how to be a valuable mentor, why delivering feedback is so important, and how to build a strong team culture in which everyone feels empowered and impactful.
The skillsets of both sales and marketing are overlapping more and more these days and it’s essential that these two teams come together to work towards shared goals. Listen as Max Altshuler, VP of Marketing at Outreach, joins me for a conversation around sales and marketing alignment. We dive into why marketers need to step into the shoes of a salesperson, how marketing can benefit from listening to the conversations that sales has with customers, and how these two teams can better support each other for mutual success.
Chelsea Kiko has quickly transformed her career from being a barista at Starbucks to now a Marketo Champion. Tune into this episode as she shares how she discovered Marketo and how it paved the way for her career, advice for someone just getting started with Marketo, and tips and tricks for getting the most success from the platform.
Far too often Marketing’s efforts are not directly associated with driving revenue. Worse yet, when the economy slides, Marketing budgets are often slashed to protect profits. Only after the damage is done by these cuts, and top-line revenue growth is impacted, do companies try to market their way back on top. However, that is not the case at Rivermark Community Credit Union where Marketing is seen as a revenue driver. Imagine if you were regularly asked, “if we gave you more money, how would you drive more revenue?” Asked and answered! In the episode, you’ll learn how David Eldred, Director of Marketing and Digital Experience at Rivermark Community Credit Union brought in Marketo and other marketing technology tools to turn Marketing into a Revenue Center with incredible results. Listen as David shares where his passion for marketing and technology comes from and how he’s lead so much marketing innovation and impact within a financial services company.
Too often Marketing fails to prove it’s value within organizations. To help you convey marketing's contribution, and articulate what needs to get done, consider using the Demand Generation Framework that we discuss in this episode. The Demand Generation Framework is a holistic model for driving revenue across three dimensions: Demand Creation, Demand Management, and Demand Expansion.
In episode one of our three-part series, Carlos Hidalgo and I share why successful Demand Creation is essential for your success. Listen as Carlos highlights the importance of creating buyer personas, why you need to be enriching and cleansing your data, and we provide actionable tips for creating demand during your upcoming events.
Learn more about the Demand Generation Framework here: https://www.demandgen.com/how-to-reposition-and-strengthen-marketings-role-in-2020/
Marketing is in the midst of an identity crisis. Most marketing teams and marketing leaders are still struggling to define what they are doing, why they are doing it, and what they have accomplished. In this episode, I take you on a journey through the history of marketing and technology and how the discipline of marketing has evolved into what it is today. More importantly though, I share why it’s essential for the marketing function to now once again change its narrative and reposition itself. And, for that reason, I end this episode by introducing a new framework, known as the Demand Generation Framework - a holistic model for driving revenue growth across Marketing, Sales, and Customer Service.
Data fuels every marketing program and plays a major role in the performance and cost of all marketing campaigns. Yet, data is often a last priority for marketers. In this episode, Gaea Connary shares why data is commonly neglected, what it takes to get your data up to speed, and how much inaccurate and dirty data is actually costing you.
For those who need a little help getting their data clean and pristine, checkout DemandGen’s data services here: https://www.demandgen.com/data-services.
Darrell Alfonso is a Marketo Champion and leader in the marketing automation community. Tune in to learn how Darrell’s career landed him at Amazon and why he’s so passionate about technology and marketing. Listen as he also shares some of his career lessons, such as how to quickly have an impact in a new role, along with his advice on why you should constantly be evolving, accelerating your learning, and striving for big wins. Plus, in this episode, Darrell shares what marketing operations at Amazon is like and how they manage such a complex and sophisticated deployment of Marketo.
Sabrina Killian joins the podcast to talk about how DemandGen does demand gen. Tune into this episode as Sabrina reveals how we run marketing operations internally and the strategies, programs, and tools that she is responsible for implementing and executing. Listen as Sabrina talks about DemandGen’s recent marketing automation migration, dives into our tech stack and the tools we use, and outlines many of our marketing operations best practices and upcoming initiatives.
Rob Bonham is back on the podcast to talk about the world of demand gen and the trends taking place in marketing as we move into 2020. Tune into this episode as we talk about what digital transformation looks like, how to excel at sales and marketing collaboration, the best approaches for driving demand creation, and the importance of achieving technology and systems alignment. And, as an added bonus to our listeners, you can reach out to us for a free copy of Sangram Vajre’s new book, “ABM is B2B”.
Few marketers are leveraging AI as much as Byron O’Dell and his team at IHS Markit. In this episode, Byron shares which artificial intelligence technologies he’s finding the most value from and how those tools are being used to automate sales outreach and marketing programs. Listen as we talk about the different applications for AI in marketing and what marketers can expect from artificial intelligence in the future.
Kyle Lacy is the VP of Marketing at Lessonly and is also responsible for managing a team of sales development reps. In this episode, we dive into the hot topic of whether SDRs should report to Sales or Marketing and you'll hear Kyle's passion for why SDR's should be an extension of marketing. Kyle shares why SDRs should be closely aligned with Marketing in order to maintain a cohesive strategy across top-of-funnel efforts. We also talk about the compensation models and quotas for SDRs and cover how to onboard and train a successful SDR team in your own organization.
ABM has developed into a proven strategy for helping marketers identify and target named accounts that are most likely to contribute to pipeline goals. In this episode, Pat Oldenburg of ServiceMax shares why his team made the pivot towards being more account-focused and how this has led marketing to be more accountable when it comes to pipeline contribution. Listen as Pat goes into detail on how he and his team defined and implemented an ABM strategy, how it has better enabled sale reps within the organization, how they’re keeping their data clean, and more.
Have you ever wondered what marketing might look like inside one of the world’s leading marketing technology companies? If so, you’ll want to tune into this episode as Michael Madden shares how Marketo does demand generation. Listen as Michael talks about his favorite Marketo features and functionalities, what tools comprise the company's tech stack, and what marketing programs and initiatives he’s most focused on.
Throughout our careers and personal lives, we are forced to make many major decisions and tradeoffs. Heidi Melin, CMO of Workfront, is an accomplished CMO with great insight, advice, and stories to share around career development and finding the right work-life balance. Listen as Heidi and I talk about how to know if you’re at the right company and whether or not it’s time to move on.
Dan Frohnen, CMO of Sendoso, has worked in SaaS marketing for many years and he’s learned a lot of lessons throughout his career. In this episode, Dan shares the top 10 things he wishes he would’ve known when he got started in technology marketing. From building a strong team and putting revenue first to knowing your customers and understanding your strengths, tune in to learn how to excel as a marketer in the technology space.
The world of marketing is changing continuously and new trends are forcing us to fundamentally rethink the core beliefs of B2B marketing. In this episode, Jon Miller and I talk about the future of marketing and share many of our predictions for 2020 and beyond. Tune in as we reflect on the early years of marketing automation, explore what email marketing and ABM will look like in the coming years, debunk some misleading marketing myths, and more.
Migrating to a new marketing automation system requires proper planning and orchestration, especially if you’re at a very large global company and have a tight timeframe. Since Naomi Liu and her team at EFI just successfully completed their major move to Marketo, I invited Naomi onto the podcast to reflect on the project and to celebrate the successful completion of it. Listen as she shares how she got into marketing operations, the process behind the migration, advice for anyone thinking about moving to a new system, and her initiatives for 2020.
Account-based marketing has become synonymous with B2B marketing these days. That’s why Sangram Vajre’s latest book is titled, “ABM is B2B”. In this episode, Sangram and I highlight why companies need to be doing ABM, we dive into Sangram’s ‘TEAM framework’, and we also have a little fun in the form of Family Feud-styled ABM trivia questions.
Joe Paone joins this episode of DemandGen Radio to talk about the demand generation strategy he’s built at Splunk. From planning and budgeting to choosing tech and implementing programs, Joe shares how he keeps his demand generation efforts running like a well-oiled machine. Tune in as we share how to properly budget and identify gaps in your demand gen strategy, whether or not marketing’s performance should be tied to revenue, and more.
It’s been proven that when you’re happy, you have a better life, you live longer and healthier, and you even earn more money. But often times, many of us struggle to find happiness.
Dr. Elizabeth Lombardo is an expert psychologist known for her work around helping people find happiness and, in this episode, she shares how increasing the amount of happiness we have can transform our lives. Listen as Dr. E dives into the psychology of being happy, how to develop the skills required for building and maintaining happiness, and how to find passion and purpose in life.
Sheena Christensen joins the podcast to talk about her journey into her role as Marketing Manager and the initiatives she is focusing on at SGK. Being one of five members on the marketing team at an organization of 7,000 people, Sheena must operate as efficiently as possible when it comes to producing content, executing email campaigns, and driving strategy. Listen as she shares what it’s like being on a lean marketing team, how she depends on DemandGen, and what her top marketing priorities are.
Erich Ziegler managed a $320 million marketing budget when he worked for Netflix. Needing to optimize that budget and ensure it was being placed into the right demand gen channels, Erich came up with a concept he calls ‘Flex Marketing’ - a model for adjusting marketing spend to support top-performing channels. Since then, Erich has successfully applied this model at both B2C and B2B companies, including his current company, CircleCI. Listen as Erich and I dive into this model and how it works, the importance the proving ROI in marketing, and more.
Danielle Wiley, CEO of Sway Group, joins this episode to talk about influencer marketing and how brands are using it to generate more demand for their products and services. Listen as Danielle and I dive into how influencer marketing works, why more and more companies in the B2B space are adopting it, and how you can win over customers with the power of story-telling.
Vidyard just released their annual Video in Business Benchmark Report which reveals the top trends taking place in video marketing as well as secrets for successfully leveraging video. In this episode, Tyler Lessard joins to share some of his video marketing expertise and to cover some of the findings from the report. Tune in as we talk about how to build a video content strategy, why video is such an effective channel, and where to find the resources needed to help you get started with video.
Being a marketer at a startup can be challenging, but it can also be extremely rewarding and fulfilling. Ian Brown, Director of Marketing at Turbo Systems, has worked at companies of all sizes, from global corporations to very early-stage startups. In this episode, Ian talks about some of the companies he's helped build from the ground up and shares his view on whether or not marketers should work for a startup at some point in their careers. Listen as Ian covers what it’s like running marketing at a startup, how marketing is perceived at a startup vs. a large company, and how startup experience can set you up for long-term success as a marketer.
Marketers have an array of pain points and challenges that they turn to DemandGen for help with. And as VP of Sales, Rob Bonham is on the frontlines of uncovering and solving those problems. In this episode, Rob returns to share what he’s seeing in the market and what marketers are struggling with most these days. Tune in as we talk about everything from ABM and digital transformation, to sales and marketing alignment and sales’ involvement in the martech stack.
Jordan Paris is a 21-year-old entrepreneur who runs a wildly successful podcast. In this episode, he shares how and why he started his podcast and how podcasting propelled the growth of his business and personal brand. Tune in as Jordan shares how he remains so driven and accomplished at an early age, what lessons he’s learned from starting his podcast, and how you can benefit from starting your own podcast.
In early 2019, DiscoverOrg acquired ZoomInfo which is further evidence that big things are taking place in the world of data. This week was the official rebrand and launch of their new platform. Returning guest, Henry Schuck, CEO of DiscoverOrg and now ZoomInfo, joins me back on the podcast to share the story behind the acquisition and what it means for those using data to power their marketing programs and go-to-market strategies. Listen as we also dive into the importance of data, why you need to develop ideal customer profiles, and how to implement strategies for successful data management.
Throughout our careers and personal lives, we are forced to make many major decisions and tradeoffs. Heidi Melin, CMO of Workfront, is an accomplished CMO with great insight, advice, and stories to share around career development and finding the right work-life balance. Listen as Heidi and I talk about how to know if you’re at the right company and whether or not it’s time to move on.
The marketing operations role has evolved over time from simply being a function responsible for technology onboarding and enablement into a part of marketing that now has a huge impact on defining and delivering a cohesive customer experience. Avnita Gulati, Sr. Director, Global Marketing Operations at Visa, talks about this transformation of marketing operations and shares what the future of marketing ops looks like. Listen as we talk about how to identify gaps in your stack, how to maximize the investment on your technologies, and more.
With a massive amount of open positions and a limited number of marketers to fill those positions, the current job market looks promising for those in the marketing profession that are considering a career move. Michael King is back on DemandGen Radio for a second time to highlight the current state of the job market and to share his advice for making a career pivot. Michael and I talk about current hiring trends, highlight how companies are attracting top talent these days, and share insight on how to know if you’re ready for the next big move.
Nick Robinson has his sights set on becoming a CMO. As Head of Digital Marketing at SAP, Nick knows what it takes to rise through the ranks of marketing and his goal is to make it to the c-suite. But is he ready for the CMO role? In this episode, Nick shares why the CMO role interests him, how to set goals and define a path for achieving those goals, and what you can do to prepare yourself for the next step in your career.
Sydney Sloan, CMO at SalesLoft, joins this episode to share what it’s like to lead marketing at a SalesTech company. Sydney reveals how marketing is viewed in her organization and what the internal partnerships between marketing and sales are like. Tune in as Sydney also reflects on her journey as a marketer, dives into what it takes to build and maintain a solid company culture, and shares her thoughts on remaining career-driven and finding happiness at work.
Video is a powerful channel for developing genuine and authentic communication with your audience. Dave Savage, CEO of Mortgage Coach, shares how and why he started created video content and the success he’s seen from it so far. Dave also shares how to develop a content strategy, how to get started with very little gear and technology, and how to deliver lots of energy that results in high engagement for your videos.
McGraw-Hill is a company that has historically been know for producing physical content like books. But as the digital era has evolved, McGraw-Hill has gone through great digital transformation, making much of the content and educational resources they produce available online in the form of ebooks, web-based learning solutions, and interactive online programs.
Marisa Cavanaugh shares what that transformation was like and how she built a unified infrastructure for organizing content and improving the overall content experience. Listen as Marisa and I talk about whether or not to gate your content, how to measure the success of your content, and the power of Uberflip as a tool for improving content experience.
Radical Candor, a best-selling book by Kim Scott, was written to shed light on the way we communicate with our colleagues and to provide a framework around how to best give, and receive, feedback. Oftentimes we’re afraid to give honest and candid feedback or, in some cases, we’re too aggressive and confrontational in the way we communicate.
In this episode, Amy Sandler, CMO at Radical Candor, covers a lot of the concepts from the book and shares why practicing radical candor is so important and exactly how to do it.
And, if you’re looking for a little laugh, here’s the video I put together illustrating what communication between sales and marketing is really like: http://bit.ly/2xGRYDv
David Portnowitz may have taken a non-traditional path into the world of B2B marketing but his background in B2C has led him to be a highly successful marketer. Tune in as David shares his passion for being so customer-centric as well as his thoughts on what B2B marketers need to do to be better when it comes to targeting and engaging potential customers.
Sonnia Hove is a true agent of change and, in this episode of DemandGen Radio, she talks about some of the initiatives she’s driving at PODS. From enabling and training sales to implementing new technologies and processes, Sonnia shares how she’s working towards building a high-performance revenue generation machine. Listen as we talk about the challenges of implementing and adopting new technologies, what it takes to drive new marketing initiatives forward, and touch on how to learn from your mistakes.
ABM has developed into a proven strategy for helping marketers identify and target named accounts that are most likely to contribute to pipeline goals. In this episode, Pat Oldenburg of ServiceMax shares why his team made the pivot towards being more account-focused and how this has led marketing to be more accountable when it comes to pipeline contribution. Listen as Pat goes into detail on how he and his team defined and implemented an ABM strategy, how it has better enabled sale reps within the organization, how they’re keeping their data clean, and more.
Ben Harris is the CEO of Decibel and he joins this episode to talk about improving the overall engagement and experience of your website. Tune in as Ben shares how you can drive more revenue by understanding the full experience of people visiting your site and how you can keep them in the buying cycle by improving navigation and removing painpoints.
Andre Yee is a veteran in the martech space and, since leaving Oracle several years ago, Andre has moved on to found his own company aimed at helping marketers drive more revenue through account-based marketing. Tune into this episode as Andre shares why he started Triblio and what he’s learned so far from building a startup. Andre and I share our personal stories on how we both got our companies off the ground, we reveal why having a strong company culture is so important, and we also highlight the importance of failing fast and knowing when you need to make pivots.
Poor data is one of the biggest factors limiting sales and marketing teams from achieving maximum performance and keeps companies from reaching full revenue potential.
John Kosturos of RingLead joins me in this episode to talk all things data, from data management processes and best practices to the cost of dirty data and why it’s often neglected. John and I also talk about the partnership our two companies have formed and dive into the many benefits and features of RingLead’s data quality platform and DMS solutions. Tune into this episode to learn how to get your database in shape and how RingLead and DemandGen can help get you there!
Carlos Hidalgo joins the show to talk about the struggles of achieving the American dream, or rather “UnAmerican Dream”, the title of his upcoming book. In this episode, Carlos shares how he became addicted to his work and how it severely affected his personal relationships. Listen as Carlos shares how to set boundaries when it comes to your career, how to make major career pivots, and other lessons that he had to learn the hard way.
When it comes to sales enablement, there is often a disconnect between sales and marketing teams. Melissa Madian, an expert on sales enablement, joins the program to share how you can make your sales teams more efficient with the right tools, processes, and enablement strategies. Listen as Melissa and I dive into what it takes for marketing to truly support sales reps, how to define effective sales enablement processes, and when you should and shouldn’t purchase new sales enablement technologies.
Sales and marketing alignment is so critical that I often use a special word to describe the full integration of these two teams: Smarketing. VP of Sales, Rob Bonham is back on the program to join me as we talk about sales and marketing alignment. We share what it takes to actually align these two teams and how they should work to drive revenue growth. Listen as we highlight how to set revenue targets and how to set up a sales organization for success.
In the final episode of our mini-series on Women in Revenue, Julia Stead shares her experiences as a driven career woman and mother. Listen as Julia answers what it’s like to be a woman in the workplace today and highlights how she built the confidence required to be a successful leader in marketing. As a mother of two young children, Julia shares some insight on when to have kids during your career and how to co-parent with a spouse that is equally career-driven.
Tracy Eiler joins part 2 of 3 in this mini-series on Women in Revenue to talk about what it’s like to achieve career growth while going through very tough times. From experiencing abuse, followed by divorce and then raising a child as a single mom, Tracy shares her story on how she has managed to achieve major success in her career despite the immense challenges. Listen to this inspiring conversation as we talk about the evolving workplace, setting boundaries in work and life, and what it’s like being a woman in today's workplace.
Shari Johnston is the Founder of Women in Revenue. She joins me in this episode to talk about her mission to empower women leaders and to share some of her thoughts and experiences around being a businesswoman. Listen as Shari talks about her recipe for balancing both work life and personal life, the story behind Women in Revenue, and how she’s working to provide leadership and mentorship to young women in business.
Chris Buehler is the Founder of SCORCH, a creative agency that has produced award-winning content and interactive campaigns for companies like LinkedIn, Marketo, and Microsoft to name a few. In fact, SCORCH was responsible for designing LinkedIn’s Sophisticated Marketer’s Guide, a piece of content that generated an 18,000% return for LinkedIn. Yes, they make great content for clients. But there’s more to their story. SCORCH’s work producing downloadable content gave birth to the idea that readers should be able to Click-to-Human(TM) through the piece of content just as a website visitor can easily engage with an agent through chat tools. I love technology, especially marketing technology, and my goal with this episode was to unveil to you to a pioneering innovation in online communication. Will it end up like the Apple Newton or become a hit like the iPhone is left to be seen. Either way, you discovered it here first on DemandGen Radio. #conversationalcontent
You can learn more about it at www.pingpilot.com or even try out the technology in this ebook on “Conversational Content”: http://bit.ly/2OXEjjn
Kyle Lacy is the VP of Marketing at Lessonly and is also responsible for managing a team of sales development reps. In this episode, we dive into the hot topic of whether SDRs should report to Sales or Marketing and you'll hear Kyle's passion for why SDR's should be an extension of marketing. Kyle shares why SDRs should be closely aligned with Marketing in order to maintain a cohesive strategy across top-of-funnel efforts. We also talk about the compensation models and quotas for SDRs and cover how to onboard and train a successful SDR team in your own organization.
Nicholas Holland, HubSpot’s VP of Marketing Hub, joins the podcast to talk about HubSpot’s movement into the enterprise market and how their platform is evolving to serve larger and more sophisticated companies. Tune in as we talk about HubSpot’s replacement for the traditional demand waterfall, the marketing automation ecosystem, and where HubSpot is heading.
Join us for another MarTech Monday episode as Nida Chughtai shares some big news taking place at Mintigo. Listen as Nida goes into detail around the partnership between Mintigo and Marketo and how Mintigo will now be powering the data behind Marketo’s AccountAI and other ABM solutions. Tune in to learn about Nida’s journey to VP of Marketing, what marketing is like at a marketing technology company, and how Mintigo can help you get the most out of your data.
Few marketers are leveraging AI as much as Byron O’Dell and his team at IHS Markit. In this episode, Byron shares which artificial intelligence technologies he’s finding the most value from and how those tools are being used to automate sales outreach and marketing programs. Listen as we talk about the different applications for AI in marketing and what marketers can expect from artificial intelligence in the future.
Have you ever wondered what marketing might look like inside one of the world’s leading marketing technology companies? If so, you’ll want to tune into this episode as Michael Madden shares how Marketo does demand generation. Listen as Michael talks about his favorite Marketo features and functionalities, what tools comprise the company's tech stack, and what marketing programs and initiatives he’s most focused on.
Throughout our careers and personal lives, we are forced to make many major decisions and tradeoffs. Heidi Melin, CMO of Workfront, is an accomplished CMO with great insight, advice, and stories to share around career development and finding the right work-life balance. Listen as Heidi and I talk about how to know if you’re at the right company and whether or not it’s time to move on.
In this 100th episode of DemandGen Radio, I’m joined by Joe Payne, CEO of Code42 and former CEO of Eloqua. Listen as we talk about the early years of Eloqua and how Joe helped pave the way for a new era of marketing powered by the advent of marketing automation. Joe and I share how CMOs can be more efficient in the boardroom, why customer experience is so important, and dive into the current state of the marketing automation ecosystem.
Adobe’s recent acquisition of Marketo means that exciting things are taking place in the world of marketing. Jay Dettling, Vice President of Global Partners at Adobe, joins in this episode to talk about the vision behind the acquisition, how it will transform customer experience management, and how Marketo will help support Adobe’s mission of changing the world through digital experiences. Listen as Jay also shares why he remains so passionate about the partner ecosystem, and why you should attend the upcoming Adobe Summit in Las Vegas in late March.
Coming to you live from the B2B Marketing Exchange in Scottsdale, AZ! Tune in to listen to this episode as I sit down with Masha Finkelstein of Google at the event.
Coming to you live from the B2B Marketing Exchange in Scottsdale, AZ! Tune in to listen to this episode as I sit down with Toni Boger of Siemens PLM at the event.
Coming to you live from the B2B Marketing Exchange in Scottsdale, AZ! Tune in to listen to this episode as I sit down with Jocelyn King of MOCCA at the event.
Coming to you live from the B2B Marketing Exchange in Scottsdale, AZ! Tune in to listen to this episode as I sit down with Tina Dietz of StartSomething Creative Business Solutions at the event.
Coming to you live from the B2B Marketing Exchange in Scottsdale, AZ! Tune in to listen to this episode as I sit down with Kyle Johnson of HyperScience at the event.
Coming to you live from the B2B Marketing Exchange in Scottsdale, AZ! Tune in to listen to this episode as I sit down with Jennifer Anaya of Ingram Micro at the event.
Coming to you live from the B2B Marketing Exchange in Scottsdale, AZ! Tune in to listen to this episode as I sit down with David Bruno of Aptos at the event.
Coming to you live from the B2B Marketing Exchange in Scottsdale, AZ! Tune in to listen to this episode as I sit down with Kate Federhar of CenturyLink at the event.
Asher Mathew, VP of Business Development at LeanData, joins the show to talk about what it takes to build a successful partner program. Listen as we share how to properly vet and select the right partners to help your company maximize growth and how to put a partner program strategy in place.
Tune in as Asher and I share firsthand how the partnership between DemandGen and LeanData has lead to much success and how our two companies plan to continue working together in the future.
Learn more about DemandGen and LeanData’s latest partnership announcement here: https://www.demandgen.com/demandgen-launches-new-implementation-services-for-leandata-customers/
Almost every buying decision is influenced by word of mouth, but few companies have an actual strategy in place to drive customer conversations around their business. Jay Baer joins to talk about his latest book and how you can create talk triggers. Listen as we dive into the key elements of building a word of mouth strategy and how to determine the ROI of your efforts. As a bonus, you'll also discover where Jay gets his signature suits from.
Check out Jay's book, Talk Triggers, here: www.talktriggers.com
There are a lot of neuroscience and psychological factors behind the ability to effectively engage an audience with your content and marketing communications. Tim Riesterer, Chief Strategy Officer at Corporate Visions, has dedicated his career to improving marketing messages and shares some remarkable methods for improving communication with prospects and clients in this episode. Listen as Tim covers how to increase email opens and click-throughs, highlights which words and topics you should include in your marketing copy, and shares whether you’re personalizing your content too much or not enough.
Last year was a record year for DemandGen with much of our success stemming from strong internal collaboration and tight alignment between our sales and marketing teams. To unveil what led us to success, I invited Rob Bonham, DemandGen’s VP of Sales, to talk about the new sales tools and processes he’s implemented over the last year, his techniques for hiring the best sales talent, and how he maintains a strong relationship with marketing. Listen as we dive deep into the topic of sales and marketing alignment and how these two teams should work together.
David Meerman Scott has written numerous books on the topic of newsjacking and real-time marketing. Listen as he shares how you can make your content highly effective by placing in front of the right people at the right time. In this episode, David goes into detail on how to generate content that will get attention, how to successfully publish and promote that content, and shares how former Eloqua CEO Joe Payne used newsjacking to add over $16 million in value to his company.
AI continues to grow as a popular buzzword in the world of marketing but few marketers actually know how artificial intelligence can be applied to marketing and the kind of impact it is having. Dan Faggella, CEO of Emerj, is a subject matter expert when it comes to AI and he joins me in this episode to talk about the driving forces behind artificial intelligence and its implications in marketing. Listen as we talk about where marketers can go to access AI tools and technologies, what CMOs should be considering when it comes to adopting AI and machine learning, and how to stay ahead of the curve in successfully leveraging AI.
Learn more about machine learning and AI for marketing in this post by Emerj: https://emerj.com/ai-market-research/machine-learning-marketing/
Mike Burton, Co-Founder of Bombora, joins the show to talk about how intent and behavioral data is captured and how you can begin to apply intent data to your sales and marketing efforts. Tune into this episode for use cases around successfully leveraging intent data within marketing and marketing technology applications.
Consuming content should be a frictionless experience for potential customers that are looking to educate themselves on your product or service. In this episode, Nick Edouard talks about how PathFactory is eliminating some of this friction through the use of their platform which uses AI to recommend new content, provides better insights into top-performing content and content engagement, and creates a better overall content-binging experience. Listen as we talk about the importance of content as it relates to the buying process, how content management is evolving, and more.
Dana Stirk joins the show to talk about how Booz Allen Hamilton, a $6 billion dollar company, has been undergoing a digital transformation after having almost no marketing infrastructure in place a few years ago. Dana shares what the journey towards digital transformation was like and highlights some of the initiatives that got the company to where it is today. Tune into this episode to learn why the team at Booz Allen Hamilton decided to work with an outside agency to help with the transformation, what kind of an impact their tech stack is having, and how they’ve become such a data-driven firm.
As a leader, it’s important to build strong professional relationships and have a team that is willing to go into battle for you. Alyssa Merwin, Vice President of Sales Solutions Americas at LinkedIn, shares her story on how her team and peers perceived her actions and dedication to success incorrectly. She outlines how she used this negative feedback to establish stronger connections with her colleagues, enabling her to be a more effective leader.
As the first sales person on the program, Alyssa and I also touch on some important topics around sales leadership, sales and marketing alignment, and the changing roles and responsibilities of sales. We also cover how to build a strong sales organization and predict whether marketing leaders or sales leaders will earn more in the future.
Ruth Rowan, CMO of Dimension Data, joins the show to share how she approaches digital transformation and embraces change. By clearly demonstrating the need for change and getting everyone onboard, Ruth has been able to minimize resistance and achieve organizational success much more quickly when implementing new processes and practices. Listen as Ruth shares how she landed in marketing, provides her thoughts on how marketing is perceived today compared to how it was perceived in the past, and highlights the importance of volunteering and giving back to those in need.
In this Part 1 discussion with Ryan Johnson, we talk about what it takes to be successful in marketing and highlight many of the challenges that marketers are facing today. Ryan shares how he is enabling our clients to be agents of change and goes into detail around how he conducts workshops and training sessions to help marketers meet their strategic objectives. Listen as we dive into some of the newly evolving trends in marketing and outline what you might expect to see in 2019.
In Part 2, Ryan and I will answer any questions you have. Email your questions or topic suggestions to radio@demandgen.com.
Mike McKinnon, Sr. Director of Global Marketing Operations at LogRhythm, has been in marketing operations for almost 15 years and he knows how to manage a CRM and implement data management practices better than most. Listen as Mike talks about some of the new governance practices he's working on implementing to ensure his database has the highest data quality possible. From enacting a data committee to restricting sales reps from creating opportunities, learn what the team at LogRhythm is doing to combat duplicate and dirty data. In this episode, we also highlight how to make your CRM system more efficient and share tips for evaluating and purchasing new technologies in the new year.
ConnectWise generates an incredible 20,000 inbound leads every month. As Sr. Marketing Systems Analyst, Rick Collins and his team are responsible for implementing and maintaining the lead scoring processes that prioritize those leads and improve the overall efficiency of their sales team. Listen as Rick and I share how and why to implement lead scoring and highlight which criteria should be in your lead scoring model. Rick also shares how he is bridging the gap between IT and marketing at ConnectWise and talks about his latest priorities aimed at enhancing and enriching data.
Victor Belfor, Senior VP of Channel Sales and Business Development, joins the show to talk about Conversica and the rise of AI-powered virtual assistants. Listen as Victor and I dive into all the use cases for conversational AI and how virtual assistants are being used to automate personalized outreach, schedule meetings, and take on the role of an SDR. Tune into this episode to learn more about conversational AI and whether or not you should be adding it into your sales and marketing outreach strategy.
Kevin Cassidy, Head of Global Marketing Automation at Sage, joins the show to talk about the success his team has seen from centralizing certain marketing operations functions while still being able to decentralize responsibilities for campaign operations due to his use of Campaign Launchpad(tm). Kevin goes into detail around the processes he’s put into place at Sage as well as the employee onboarding and training programs he’s implemented. In this episode, you’ll hear about Kevin's passion for mentoring students, learn about the Mammies (Kevin's internal program for spotlighting the success of his team), and you'll even gain a better understanding of whether or not centralizing some of your marketing efforts is right for you.
Russell Artzt is the pioneering software engineer who co-founded CA Technologies, formerly Computer Associates, the first software company to generate $1 billion in sales.This past weekend, Charles Wang, his former business partner, friend, and co-founder of CA passed away. In this episode, I invited Russ to reflect on that relationship, the history behind CA Technologies, and why Russ is hard at work in the MarTech/SalesTech space now as Executive Chairman at RingLead, Inc.
Doug Ricketts, Marketing Operations and Chief of Staff, joins the show to talk about some of the marketing operations initiatives he's focusing on at Ellie Mae. Since leaving Ellie Mae in 2007, a lot has changed and I ask Doug to share how the company has transformed over the last eleven years into the marketing operations powerhouse that it is today. Tune into this episode as we also cover how to set goals and define success for lower-funnel initiatives and talk about how to promote greater product adoption and decrease attrition. Doug also goes into detail about his role and responsibilities, how the marketing team at Ellie Mae is structured, and his process for evaluating and implementing new marketing technologies.
Creating a positive brand experience is critical for any company looking to be successful. Gene Foca, CMO of Getty Images, joins the show to talk about the power of putting the customer first. Listen as we dive deep into what it takes to deliver a remarkable customer experience and discuss who is responsible for building and maintaining those brand initiatives. Gene also shares some of the organizational changes he's made at Getty since becoming the company's CMO, we highlight a few companies that we think are getting brand experience right, and you'll even learn what playing soccer and being a CMO have in common.
ReachForce is focused on helping marketers add more credibility into their data. In this episode, Dion Cornett shares some of the latest advancements to ReachForce's data orchestration platform and how his company is making it easy to enhance data quality and fill data gaps. Listen as Dion and I also talk about the responsibilities behind data management and highlight who should be in charge of those responsibilities, cover the importance of having complete and accurate data, and explore how ReachForce is making it easier for marketers to implement and deploy new martech tools.
I have known Rob Meo for over a decade and he is by far one of the most driven individuals that I have ever met. In this episode, we explore Rob's personal background and how his humble beginnings have made him who he is today. If you're looking for a little inspiration, listen as Rob shares his aspirations for making the world a better place and his belief that anything is possible. We also talk about what it takes to be driven, discuss what makes a great leader, and even touch on the current state of the marketing technology industry.
Jen Dimas, CMO of Egnyte, is a first-time chief marketing officer and has some valuable lessons and experiences to share with anyone considering a leadership role in marketing. In this episode, Jen and I talk about building the right marketing team, share some advice around choosing the right technologies for your tech stack, and help you decide if the CMO role is right for you. Jen also provides some pointers for being successful as a new CMO and highlights some of the new processes and practices she's implementing at Egnyte. Tune in now!
Danielle Halley, Global Manager - Marketing Analytics and Insights at Baker Hughes, has gone through many changes throughout her career path. While her background in economics and psychology isn't the traditional entry into marketing, it has paved the way for her to excel in a highly analytical and data-driven marketing role. Tune into this episode as Danielle shares her unique story, talks about how to overcome stress and conflict, and goes into detail around some of the initiatives she's working on at Baker Hughes.
The title of ABM Manager is still new and the idea of having a single role centered around implementing and maintaining account-based strategies is continuing to emerge. Erica Short, Global ABM Manager at CA Technologies, joins the program to talk about her journey into the role of an ABM Manager and shares what it takes to lead ABM efforts within a marketing organization. We also dive into what it takes to build an ABM program from the ground up, how to get all stakeholders onboard, and what technologies are needed for success.
Welcome to a new segment of DemandGen Radio called "MarTech Mondays"! In addition to our weekly episodes that feature top thought leaders and marketing practitioners, MarTech Mondays will spotlight some of the most innovative technologies in the space that you should know about.
In this episode, Ed King of Openprise talks about the major data problems that exist in marketing today and why those problems are often neglected. While data management responsibilities now commonly fall under marketing operations teams, most marketers today lack necessary data management skills and find it difficult to tie data cleanliness to actual ROI. Fortunately, Openprise is helping marketers take an active approach to data management. Listen as Ed and I talk about the importance of data quality and how to address the biggest issues in data.
In this episode, I share the key principles of successful lead management from my book Manufacturing Demand which now has over 10,000 copies in circulation. When I wrote the book, my publisher told me an industry factoid that only 1 in 10 people who buy a book actually read it. At first, I couldn't believe the ratio, but then I looked at my own bookshelf and saw several great books that I planned to read when I purchased them still sitting there collecting dust. As marketers, we know there are 4 types of learners: visual, auditory, reading/writing, and kinesthetic. So for those of you auditory learners, I am going to devote a few episodes of DemandGen Radio to the essential chapters of the book to offer you a "book reading" of sorts. While I won't read the chapters word for word like you'd hear on audible.com, I will share the main points from each chapter starting with Chapter 2 that outlines the 5 key principles of successful lead management. Listen in at your desk, in your car, or someplace where you can take in the concepts that have been used by some of the top marketing and sales teams around the world.
We all have cell phones in our pockets that are capable of producing exceptional video content, yet many marketers are still hesitant to fully embrace video. In this episode of DemandGen Radio, Tyler Lesard, CMO of Vidyard, and I talk about the power of video and the effect it can have when it comes to evoking emotionally-charged responses and influencing potential customers to take note of your brand. Video content has proven to be highly engaging and an effective compliment to almost any marketing campaign and producing videos today is now easier and cheaper than ever before. Be sure to listen to the end of this episode as Tyler shares a major announcement regarding a partnership that will make leveraging video even easier for B2B marketers.
Sangram and I know what it takes to publish a book and we're here to share some of the lessons we've learned along the way with you. In this episode, we talk about how to overcome the obstacles and excuses that hold most people back and provide some words of encouragement to those that have expertise, lessons, or stories to share with the world. Writing your first book can be very challenging, but, once published, is extremely rewarding and can have a huge impact on your readers, your own personal brand, and even your company. Listen as we tell you everything you need to know about how and why to write a book.
While SEO is important for driving traffic to your website, the success of this marketing channel has began to plateau and has recently seen a decline in performance for the first time in the last 20 years. With the advent of voice-controlled technology, AI assistants, and easier access to online information, people are less frequently clicking through to websites. In this episode, Rand Fishkin, Founder of SparkToro, shares his perspective on where the future of SEO is heading and how you can evolve your current SEO strategy to remain successful. Rand and I also talk about what it takes to start a business and highlight some valuable tips from Rand’s book, Lost and Founder.
Nobody knows how to do event marketing better than Kristen Alexander, CMO of Certain. As a leader in the event management space, Certain is working to increase pre- and post-event engagement, help marketers deliver more personalized and targeted event sessions, and guide prospects through the buyers journey in a more sophisticated way. In this episode, Kristen shares valuable tips around building successful event marketing strategies that lead to better in-person interactions. She also highlights the importance of leveraging event-related data and how to properly setup attribution for this marketing channel.
As Co-Founder, CMO and President of Uberflip, Randy Frisch knows how to position a company to meet the needs of clients and customers. In this episode, Randy shares his struggle of whether or not to continue to establish "Content Experience" as a category within marketing, or to position Uberflip alongside more familiar topics, such as ABM or demand generation. Every company must undergo repositioning at some point in order to stay relevant and provide great customer experiences. Listen as Randy and I outline how to properly reposition yourself while staying true to your vision.
In this episode on lead scoring, I teach you one of the five principles of successful lead management. I explain everything you need to know about lead scoring so you know whether you should be scoring your leads and how to go about building a scoring model and collaborating with sales in the process:
You'll learn:
- Should you be scoring your leads in the first place
- An overview of the various types of scoring models
- What it takes to implement an effective lead scoring system
- How to establish the criteria used in a scoring model
- The benefits of creating a lead scoring task force
- Lead scoring dos and don’ts
- What criteria you can use in an interest model
- The benefits of a multi-dimensional lead rating system
- The role lead scoring plays in changing statuses between inquiries and marketing qualified leads
- How to create service level agreements (SLA) with sales
- Marketing automation and CRM implementation considerations
- The importance of maintaining your lead scoring system
- Whether you should bring in an outside agency to help with the process
June 2018 marked the 11th anniversary of the founding of my company, DemandGen. This milestone prompted me to take a trip down memory lane with you to share my reflections of the transformations that have taken place across our clients and digital marketing. I wrap up the episode with 10 recommendations for you around people, process, and technology. I hope this episode will inspire you to make some enhancements to your digital marketing initiatives and that you’ll also put a few of the recommendations I provide into play to help take your game to the next level and increase your personal branding.
One of the biggest challenges in marketing can be defining a category for your new product or service. If you put your product in an existing category, you run the risk of not differentiating your offering in an already established market and being a "me too" solution. However, if you take the harder path of defining a new category to stand out and take a leadership position, it's both expensive and certainly challenging. In this episode with Daniel Gaugler, CMO of PFL, we discuss why he established a new category for direct mail production and fulfillment called "Tactile Marketing" and the valuable lessons he learned in doing so.
John Barrows and I pick up where we left off on Episode 59 to discuss "Context vs Content." More than ever, sales and marketing must be better aligned to drive growth together. Marketing is publishing content, and sales is a channel to deliver that content to prospects and customers. However, marketing traditionally has not spent much time teaching sales how to become storytellers. Even worse, so much of the content produced by marketing is not what I call "storyteller ready." In this episode, John and I give some practical advice that will help sales and marketing become more collaborative, better aligned, and even more empathetic to their respective roles. Empathy creates trust and let's face it, there's often not enough of that between sales and marketing. Let's fix that.
If you met Scott Berns, you'd immediately think "this is a great guy." Although he runs marketing operations for the 3rd largest telecommunications company in America, he's a humble, down-to-earth person that's both a fantastic leader and constant student of learning. Scott has been leading the marketing operations team at CenturyLink for the past seven years, running it as a profit center. During that time, he’s grown the team from a handful of people to around 70 now under his leadership. What you'll learn from Scott is how well he knows the marketing operations game and he's happy to share his insights and lessons with you. Scott has led his team to winning the Marketo Transformation Revvie Award and has been finalists for Marketing Team of the Year. His marketing operations manager Kate (Cindric) Federhar, who I've also had on DemandGen Radio, was a finalist this past year for Marketer of the Year. These guys (and gals) are winners, so if you want to know what a top marketing operations leader does and how he does it, this episode is for you.
I hope you like to hear stories from winners and how they overcame great challenges. While Henry Schuck might not seem like an ordinary 23-year-old after creating a $150M company called DiscoverOrg, he certainly felt like one. Fear and self-doubt troubled Henry early on after starting the company. There were even a few times he was even willing to step down as CEO if investors thought that was the right thing to do. Fortunately, they didn't. Henry and his vision has been exactly what the company has needed and I know you'll enjoy hearing his story. In 2017, DiscoverOrg achieved what no other company has done so far by winning 4 Codie Awards in one year including Company of the Year, CEO of the Year, Marketing Team of the Year, and Sales Team of the Year.
Jeremy Bloom is a firm believer how learning to constructively deal with failure is the most important step that you can take towards accomplishing your biggest goals. In his book, Fueled by Failure, Jeremy points out that no matter who you are or what you have accomplished, you have experienced failure in your life. So many times failure becomes a destructive force in a person's pursuit towards excellence yet there are ways to turn a failure into winning. Jeremy became a world champion skier and NFL football player not by denying or becoming trapped by his failures but rather by embracing them and developing a formula to use those experiences to bring him closer to accomplishing his goals.
Do you feel like you could be more productive and more efficient with your time? Do you find yourself putting stuff off even though it causes you even more stress by doing so? Or maybe you are someone who struggles with procrastination. You're not alone. In this episode, Samantha McKenna and I share our best tips for taking action, getting stuff done, and accomplishing your goals. Bonus: Samantha shares her best tips for using LinkedIn Sales Navigator.
John Barrows is super passionate about creating high-performance sales teams and spends almost every minute of every day training and coaching sales teams. In part one of this mini-series with him on sales and marketing alignment, John and I answer three very common questions you need to hear the answers to:
- Should the Sales Development Rep (SDR) team report into marketing or sales?
- What is the difference between inbound and outbound SDR/BDR functions and skillsets?
- What should leadership do, or not do, to make an SDR team successful?
Joe Hyland knows a lot about marketing. He knows what works, and what doesn't, but like any good marketer he's always trying to master his craft. As CMO of ON24, he in particular has a ton of expertise on webinar marketing, so I asked him to join me to do a lightening round of tips and best practices for you on hosting and marketing webinars in today’s ultra-rich-media marketplace. If you are hosting webinars, or plan to, you'll get a lot of value from what we share. You'll also hear that Joe doesn't hesitate to speak his mind and suggests there's quite a bit of bullshit and hype going on these days in marketing and how to avoid getting caught up in it.
Georganne Benesch built her product management career at notable tech companies such as entrepreneurial start-ups like Netopia and industry giants such as Cisco. She has over 30 years of experience leading product and marketing teams in the development, launch, and sales ramp of some of the most innovative and market leading products that have come out of Silicon Valley. Georganne and I had the pleasure of working together during my 9.5 year tenure at Netopia where I ran Marketing and she led the product team. I always valued the collaboration and alignment between our two teams so we reunited and I invited her on to the podcast to have her share her insights around the collaboration needed between product and marketing.
Amy's career certainly didn't start out on the natural path to marketing operations. However, today, this former Navy Flight Engineer, T.G.I.F General Manager, and Scuba Instructor is the Vice President, Global Marketing Operations at Infor, a 3 billion-dollar software company with over 16,000 employees. In this episode, I talk with Amy about what it took to be an Agent of Change at Infor that has completely transformed marketing by facilitating cross-functional operations alignment, implementing a well-run MarTech stack, and leading a global marketing operations team that she's built literally from scratch.
For 18 years Jill Rowley was a quota-carrying sales rep who launched herself into cloud computing sales by joining Salesforce in the early years and then moved to Eloqua in 2002 before Oracle acquired them. Today, Jill is the Chief Growth Advisor at Marketo -- talk about a BIG pivot from team red to the team purple. But with Jill’s success has come many trade-offs. She’s been fired twice, battled (and overcame) addiction, and her incredible sales success has come at a cost emotionally that she openly shares on this podcast with me. How did I meet Jill? She was my Eloqua sales rep in 2002, 16 years ago back when I ran Marketing at Ellie Mae. If it wasn’t for Jill, I really don’t know when my journey into MarTech would have officially started. I consider her one of the best sales people I’ve ever met and partnered with. Whether you like Jill or not, her 40,000 followers on Twitter, and 210,000 followers on LinkedIn tune in to what Jill has to say and I know you'll get a lot from this episode with the former “Eloqueen."
Leadership isn't anything new to Maria Pergolino, now CMO of Anaplan. She serves as an inbound marketing thought leader and inspiring mentor to many. She is fearless in her pursuit of engagement and refuses to be a follower. Maria shares her perspectives on the importance of being driven, fearless, and provides advice for young marketers including never be afraid to take the next step which has worked out for her time and time again.
Shai Alfandry has been the chief architect behind the LaunchPoint ecosystem. I sat down with him at Marketo Summit to talk with him about his vision and how far along he is with achieving it.
Evan Liang is the CEO of LeanData and anyone that knows him quickly discovers his passion for fixing the gaping holes and ABM system limitations that exist in out-of-the-box Salesforce deployments. Five years ago, he and his team created LeanData — lead management software that was created specifically to address the data challenges for enabling account based sales and marketing within Salesforce including linkages like lead to account matching. On this episode, I ask him to share his entrepreneurial backstory along with discussing the current state of inbound vs outbound, the challenges of sales and marketing alignment, ABM, and campaign attribution. If you use, or plan to use, marketing automation and Salesforce, give this podcast a listen to get some awesome insights on how to leap over the hurdles on the journey to account based marketing.
Pam will tell you up front that she’s not your typical marketer. Being in the corporate world for 20+ years and having held various positions at Intel from accounting and supply chain management and then marketing, Pam has the benefit of having a holistic view of how a company runs. She thinks strategically and is able to translate the big picture into actionable plans & tactics. Her first book, “Global Content Marketing” (McGraw Hill, 2014) is the first marketing book to offer a complete process to scale content around the world.
In her latest book, “Effective Sales Enablement” she focuses on marketing’s role in sales enablement, the friction between sales and marketing, and provides strategies for having consistent branding and messaging in sales enablement. It’s this second book that we dive into and discuss a very interesting topic that I know you’ll have an opinion on -- who should own sales enablement?
Get your copy of Effective Sales Enablement here: https://amzn.to/2uf6scr
Michael King, founder of kingrecruiting.net has been helping B2B startups and mid-sized Pre-IPO companies in Silicon Valley and Seattle build out their Marketing teams from the CMO down to the Director level. On this episode, we kickoff learning from Michael about how much senior marketing leaders are earning these days and we highlight some of the new roles emerging in marketing you might consider. We also discuss LinkedIn posting tips for you, resume tips, how and when to use a recruiter, and how to know which opportunities are best for you -- like being a head of marketing operations versus demand generation or even CMO. You'll want to connect with Michael because his passion is meeting a director-level marketer and then working with them until they become a VP, CMO, and sometimes even CEO.
Sarah Kennedy may be Marketo's relatively new CMO, but she is no stranger to marketing and knows what it takes to succeed in marketing leadership. The intense pressure, the need to take risks, and making sure one of your top priorities is always aligning with other business leaders, including the CEO and CFO. In this episode, my goal was to help you get to know Sarah, a new member of the marketing technology community. You'll learn about her passion for marketing and her recipe for putting on one of the largest annual marketing conferences - The Marketo Summit. The theme for the conference this year is the Fearless Marketer, and I ask Sarah to break down her process for coming up with the theme, what it means, how she selected the keynote speakers, and what else is in store for the show. As a bonus: there is an "Easter Egg" at the end of the program with a Marketo Summit discount code of $450 for DemandGen Radio listeners - once again proof that procrastination can sometimes pay off!
Ira Koretsky not only teaches public speaking at the University of Maryland but is also a self-proclaimed “Chief Storyteller” who travels the world teaching executives, sales, and marketing leaders the art of storytelling for effective communication. Think about it, every day you tell stories. Some of them are what Ira calls BBQ stories, but others are critical business stories such as the ones you share giving presentations, running meetings, on-boarding team members, interviewing, raising funding, and of course during sales calls — just to name a few. In this episode, Ira teaches you techniques for powerful storytelling, the importance of building your story bank, and he outlines a six-step framework to teach you how to architect your own stories. You’re going to get a lot of practical ideas from this podcast. I know you’ll enjoy it.
Sam Melnick, VP of Marketing at Allocadia, and I reveal the key steps to having a happy and successful career journey. It starts with being intentional and understanding that every departure and new opportunity should meet several key requirements that we break down for you. We talk about the importance of environment, leadership, learning new things and even share one golden rule that if followed, you will be incredibly happy throughout your entire career. As always, I’d love to hear your feedback on the podcast and the best place for that is LinkedIn, Twitter (@demandgendave), and of course when we see one another.
There’s another technology universe just behind the MarTech universe. It’s called SalesTech. The person who knows it best is Nancy Nardin, Founder of Smart Selling Tools. Nancy covers the SalesTech space and advises sales tool developers on their go-to-market strategy and even categorizes these tools on her website (www.smartsellingtools.com).
As I’ve gotten to know Nancy, I couldn’t help but feel that she is like my “sister from another mother” as she shares the same passion for technology that drives revenue and has spent the past several decades in sales, and in marketing. Nancy has been in sales her entire career, starting in the early 80’s in Silicon Valley selling the world’s first laptop, GRiD Systems. She had to figure out how to sell $12,000 laptops that weighed a ton and even had a handle to carry it like luggage. Imagine that. Nancy likes to say that laptops launched the SalesTech space giving rise to CRM and even presentation tools like PowerPoint (a product I helped launch ironically, or not).
Fast-forward to today and there are hundreds of SalesTech tools. Nancy and I share predictions that it won’t be long before these two universes collide and we all start calling this RevTech.
In this MarTech Monday episode, we unbox AI for marketing by explaining the science behind it and offer up some practical examples of how AI is being used by companies today like Netflix and Amazon and now in B2B. I'm joined by Mintigo Founder and CEO Dr. Jacob Shama, a true pioneer in AI, who developed his expertise for AI while hunting "bad guys" as a member of the Israeli Defense Forces (IDF) and author of the book Intelligent Customer Engagement powered by AI. Jacob explains how insights are captured and used profiling along with the core components of AI including data science, machine learning, and autonomous programs. I hope you enjoy these new MarTech Monday episodes that are designed to help you understand the power of these advanced Martech methodologies and systems.
I'm launching a new format for certain episodes of the podcast that I'll be tagging as #changeagents when I'm featuring the top practitioners in marketing and sales that are transforming their organizations into high-performance teams. In this episode, graphics designer turned demand generation and MarTech geek Lisa Kenney talks about her experience utilizing several different marketing technology systems and how they are having an impact on demand generation and revenue at Blackbaud. You'll hear her passion for tracking, and reporting on, marketing performance along with what it took to implement some of the systems she now depends on for success.
I considered naming this podcast "If I was you, I would want to be me too." However, I was worried my attempt at humor and ripping off Meghan Trainor's lyrics might not come across with the right intent. You see, I am loving doing this podcast, and the impact has been tremendous - not only to me, but for my audience [you]. So, I decided to do a podcast for you about the "why" and "how" of podcasting and invited James Carbary, founder of Sweet Fish Media to join me. His agency is purpose built to help B2B marketers create their own podcasts, so between to two of us, get ready to get inspired.
Heidi Bullock has spent the past 6 years building marketing teams at Marketo and now Engagio. In this episode, Heidi discusses her approach to defining roles and responsibilities and what it takes to create a high-performance marketing team. Heidi talks about how she shifted the traditional structure of a marketing organization and created a "hub of customer engagement." I share the framework of an Accountability Chart and how to use a "GWC" score card - a process we teach our clients for designing their organizations. We also cover how to incentivize marketing teams, share some critical roles that didn't exist a few years ago, and discuss the importance of being passionate about what you do. We wrap-up hearing Heidi's very prescriptive advice about what it takes, especially as a woman, to rise to the highest level of leadership. As a bonus, we close out on what it takes to define a new category for your product. This is a great episode, so don't miss it and be sure to share it if you like it.
Steve returns to DemandGen Radio a year later to provide a recap of 2017 and what's in store for 2018. Despite a lot, and I mean a lot, of changes including rebuilding the entire leadership team, adding over 100 new employees, getting a new head of product, and opening a new office in Denver, Steve led his team to a banner year of growth crushing all of their goals. Hear from the fearless leader himself on where Marketo is focusing next, how they plan to change the landscape for marketing automation, and what he’s learned this past year talking to Marketo's clients. I also ask him to share more insight with you on the partnership with Google and how that is going to bring both AI and scale to the platform.
You probably can hear “Show me the money Jerry!” in your head right now if you saw Jerry Maguire starring Cuba Gooding Junior and Tom Cruise. Guess what, Cuba is your CEO and he wants you to show him the money. Are you?
Ever wonder why sales makes the big bucks and out earns marketing at most companies? It’s because sales only focuses on one thing and reports on it – revenue (the money). David Cancel, CEO of Drift and I are equally passionate about a movement where marketing becomes the “breadwinner of the revenue family.” The problem is, Marketing is so busy tracking and optimizing every metric besides revenue that they don’t have their eye on the prize. Why is that? In this podcast, we dig into that big time and offer suggestions to overcome this challenge. Cha ching. Let’s do this.
Content master and digital marketing guru Scott Vaughan and I kick off with Scott's point of view around dropping the "M" in ABM. Our next stop on the podcast train is talking about the importance of becoming a full stack marketer, and then on to some great insights for you from Scott on content marketing strategy, including long form vs short form content. We wrap up the episode with a very passionate call to action around starting a movement on "Marketing becoming the breadwinners of the revenue family".
You are in for a real treat listening to this episode with marketing legend and best-selling author Don Peppers. For three decades, Don’s mission has been “Making the world safe for customers” and he accomplishes this by educating business leaders, marketing teams, and customer service teams on how to compete in a dynamic, technologically fast-moving world through a frictionless customer experience. Peppers has written nine books with business partner Martha Rogers, collectively selling well over a million copies in 18 languages. Don and I talk about case studies, like Amazon, to highlight companies that do it right. Get ready to be inspired. I have no doubt you’ll take away ideas on how your team can surprise and delight your customers.
I bet you didn’t see that coming, did you? I didn’t either. Probably no one did. So why did Terminus, a startup, buy another startup? I ask Sangram Vajre, CMO of Terminus, that question and several others that you should hear his answers to. One of things you’ll hear is about the importance of being agile and moving in a direction despite having all your plans figured out. That’s a SUPER important lesson in life. What’s very unique about this acquisition is that it’s not a mega public software giant buying a smaller company. It’s two small martech companies coming together. That’s a first in the martech space. Will we see more? As a bonus, Sangram and I touch on the power of Podcasting and some other things we have in store for 2018. Have a GREAT 2018. Make this your best year yet personally and professionally.
Andrew has been covering the B2B Marketing landscape for the past decade as Publisher of Demand Gen Report, host of the B2B Marketing Exchange events, Content Director of Content4Demand, and responsible for ABM In Action, an online publication that spotlights real-world case studies of companies launching targeted account-strategies. Yeah, Andrew has his finger on the pulse of B2B marketing. Andrew and I have collaborated on various projects since I founded DemandGen in 2007 and he’s the guy I turn to for an inside look at the vendors, strategies, and players in the space. Listen in as Andrew and I catch up on ABM, B2B Content Strategy, Audience Building, Channels, MarTech Stack Assessments, and even what’s in store for the 2018 B2B Marketing Exchange in Arizona where I will be running a workshop on MarTech strategy and assessment techniques.
Daniel Waas, Director of Marketing for GoToWebinar at LogMeIn, probably knows more about how to use webinars for lead generation than anyone on the planet. Where did he get his super powers? It began when he was responsible for lead generation for the EMEA region at Citrix. In his role, he honed his skills over the years by pushing his team to produce hundreds of webinars, testing various formats, lengths, titles, interactivity, and imagery, ultimately turning them into a highly effective channel. But Daniel didn't stop there. Over the past couple years, he reimagined what webinar publishing should look like in the modern marketing age. His passion led him to pack up and move his family to the USA to help develop the strategy for the GoToWebinar platform. The result: He's reinvented the platform from the ground up and convinced the leadership team at LogMeIn to turn the platform into a publishing platform and community for marketing teams (and content publishers). What's it called? Gotostage.com, and at the pace it's growing, this could essentially become the "YouTube"of webinars. Listen in to hear the back story of Daniel turning his dream into reality and how you can start using this new channel for your own lead generation as an early adopter. As a bonus, you'll get some tips on how to turn your own ideas into reality and what it takes to do so.
Daniel's also posted these 55 best tips from hosting 500+ webinars and well worth reading: https://danielwaas.com/expert-webinar-tips-and-tricks-for-presenters/
Mark Godley, President of LeadGenius, has been in the lead database and lead generation market for a good majority of his career and serves as advisor to several of the top lead database service providers. Tapping into his experience and expertise, I ask Mark about the state of database providers and inquire into his thoughts on best practices for sourcing top of funnel leads and data enrichment services:
- Is there a difference between data providers?
- What questions should we ask data providers when evaluating them?
- What other best practice advice can Mark provide for selecting data providers?
- Is it time for a new role in marketing called the Data Operations Manager?
- What do demand generation priorities look like at various stages of a company lifecycle?
- What's the tenure of a CMO in a startup versus a more mature organization?
- What are some of the changes Mark's bringing about at LeadGenius?
Jeff Rummer has been instrumental in helping Medtronic transform from a primarily sales driven culture to a balanced (and aligned) marketing and sales driven business. Jeff’s and his team’s responsibilities include the planning, execution and measurement of all integrated marketing campaigns and digital experiences along with managing and optimizing their marketing technology stack. In this episode, Jeff and I talk about what it takes to be an agent of change and several other insightful topics for you including:
- Jeff's quick rundown of his favorite DemandGen Radio podcasts and why
- What does it mean to be a marketing hero? Does Jeff feel like one given all the transformation that’s taken place at Medtronic?
- What advice would Jeff give his former self knowing what he knows now in marketing operations and change management?
- What is the reason for Medtronic's expansion into ABM centric demand generation?
Daniel Day is Snowflake's Sr. Marketing Manager, ABM. That's right, someone whose sole responsibility is managing ABM marketing strategy and programs. This insightful and controversial podcast covers the following topics:
- What led to Daniel’s ABM Strategy at Snowflake
- Why Daniel feels that ABM is a better strategy than the traditional Demand Funnel framework
- How ABM fosters tighter alignment between Sales and Marketing
- The process for establishing targets for sales teams
- Why ABM can be easier for driving growth than traditional demand generation
- When is it the right time for a marketing team to have a person dedicated to ABM strategy and programs
- Snowflake's ABM Target Strategy
- Measurement approaches and KPIs for ABM
- Advice that Daniel would give to his former self if he was embarking on ABM all over again
Join DemandGen Radio Host David Lewis for an interview with Mathew Sweezey, Author of Marketing Automation for Dummies and Principle of Marketing Insights at Salesforce.
Mathew provides his perspectives on:
- What has changed since the publication of his book on marketing automation in 2013
- Mathew's view into Automation 1.0 vs 2.0 from a technology and mindset perspective
- Examples of other forms automation, such as Chat Bots and dynamic content, that function independently outside the marketing automation system
- How marketing must become contextual to communicate with people when and where they are
- The number of marketing tools high performing vs low performing companies use
- Is marketing ready to take ownership of the today's marketing infrastructure requirements
I invited Scott Brinker back on the podcast to discuss his recent decision to join Hubspot as their VP, Platform Ecosystem. After a quick check-in on how plans are coming for his upcoming MarTech conference we discuss topics including:
- Scott shares why he left Ion Interactive, the company he founded to join Hubspot
- What makes a marketing platform a "platform" versus just a marketing tool or system
- Why is there a growing popularity of chat bots as website engagement tools and what it takes to implement a solution at a high level.
Do you know why sales gets the big bucks? Because revenue can be directly attributed to their performance. Can marketing's performance be tied to revenue? Finally the answer is yes and it's essential to do so to change marketing's perception from cost center to revenue generation.
In this episode, David explains what marketing should be measuring and the process for establishing your metrics and sharing them with the organization.
- Who should own the responsibility for marketing metrics within your organization
- Why you should start with the end in mind when it comes to designing your marketing dashboard
- The essential metrics you should capture and report on
- The four C’s of marketing metrics
- The three categories of marketing analytics
- Whether you should be using a BI tool or sticking to just CRM and Marketing automation
- What campaign variables to include on your lead form submissions
- Where to go for help and additional resources
Are you stuck in batch and blast marketing or looking to improve your approach to lead nurturing, well this episode will give you guidance on how to use your marketing automation system for engaging prospects and customers while you sleep. After all, one of the main reasons you're using a marketing automation system is to improve lead conversion, align with sales, and automate engagement touchpoints with prospects and customers.
You'll learn:
- The importance of delivering relevant information
- How to approach a lead nurturing project and map it out
- The five goals for each of your nurture programs
- Various types of nurturing programs and when to use them
- Examples of a lead nurture to help you think through your own buyer's journey and how you can automate the communication
I was fortunate to discover Leadspace shortly after I founded DemandGen in 2007 when their Founder Amnon Mishor was on a fund-raising trip to Silicon Valley and he asked if I could meet-up to get my advice on their predictive platform for prospect building and scoring. With the predictive category still in its infancy, I was excited to get a look at the platform and find out how Amnon's expertise in developing systems for the Israel Military Intelligence Division could be turned into AI to help marketers find prospects (versus terrorists). Since then, our two teams have developed a successful partnership based on helping our mutual clients with the successful adoption of their platform. On this episode, I invite their CEO Doug Bewsher to discuss a number of topics including:
- As a CEO, and former CMO, what advice would he have for his former self in marketing
- Why is Google AdWords such a big part of the marketing mix
- What do CMO’s [really] need to know about analytics
- His thoughts on the current state of AI in marketing
In this episode on lead scoring, I teach you another of five principles of successful lead management. I explain everything you need to know about lead scoring so you know whether you should be scoring your leads and how to go about building a scoring model and collaborating with sales in the process:
You'll learn:
- Should you be scoring your leads in the first place
- An overview of the various types of scoring models
- What it takes to implement an effective lead scoring system
- How to establish the criteria used in a scoring model
- The benefits of creating a lead scoring task force
- Lead scoring dos and don'ts
- What criteria you can use in an interest model
- The benefits of a multi-dimensional lead rating system
- The role lead scoring plays in changing statuses between inquiries and marketing qualified leads
- How to create service level agreements (SLA) with sales
- Marketing automation and CRM implementation considerations
- The importance of maintaining your lead scoring system
- Whether you should bring in an outside agency to help with the process
In this episode I take you on a deep dive into why you should define and operationalize a Demand funnel and what it takes to do so.
You'll learn:
- How a Demand Funnel serves as a language to align sales and marketing and serves as a framework for lead management
- What it takes to implement a Demand Funnel in our marketing automation and CRM system
- The role lead scoring plays changes statuses between inquiries and marketing qualified leads
- The six stages of a traditional Demand Funnel and their definitions
- The importance of defining “out of funnel” stages like recycled and disqualified
- What you should include in your blueprints for implementing a Demand Funnel
- How a Demand Funnel helps marketing measure demand volume, velocity, and pipeline predictability
In this episode, I share the key principles of successful lead management from my book - Manufacturing Demand - which now has over 10,000 copies in circulation. When I wrote the book, my publisher told me an industry factoid that only 1 in 10 people who buy a book actually read it. At first, I couldn't believe the ratio, but then I looked at my own bookshelf and saw several great books that I planned to read when I purchased them still sitting there collecting dust. As marketers, we know there are 4 types of learners: visual, auditory, reading/writing, and kinesthetic. So for those of you auditory learners, I am going to devote a few episodes of DemandGen Radio to the essential chapters of the book to offer you a "book reading" of sorts. While I won't read the chapters word for word like you'd hear on audible.com, I will share the main points from each chapter starting with Chapter 2 that outlines the 5 key principles of successful lead management. Listen in at your desk, in your car, or someplace where you can take in the concepts that have been used by some of the top marketing and sales teams around the world.
Unless you were abducted by aliens, you've seen the tweets, LinkedIn posts, and other coverage by the media, thought leaders, and demand generation experts about the new Demand Unit Waterfall introduced by Sirius Decisions at their annual conference in Las Vegas on May 16 – 19th 2017. The initial feedback to the unveiling has been mixed with both excitement and skepticism. David invites Terry Flaherty and Kerry Cunningham, two of the Research Directors @siriusdecisions behind the new framework to answer questions around its’ purpose and implications including:
- What has the reaction been to the new waterfall?
- Why did SiriusDecisions update the demand waterfall?
- What's a Demand Unit and why does it matter?
- What's a Demand Map and what value does it deliver?
- What are the major changes/differences that Sirius introduced in this version of the waterfall?
- What are some of the major things to consider when implementing the Demand Unit waterfall?
Listen in to hear the discussion and their answers!
During this Podcast with Sangram Vajre on ABM, I could hear Biggie Smalls lyrics [aka The Notorious B.I.G] echoing in my ears "it's like the more money we come across, the more problems we see." Why? Well just moments before we kicked off the podcast, Terminus announced the closing of $10.3 million round of Series B funding. Hubspot and other investors are placing additional bets on ABM solutions, which they see as a critical component of the marketing mix. Tune in to this episode of DemandGen Radio to hear from the founder of the #flipmyfunnel movement and Author of ABM for Dummies. Sangram shares insights on why people are both embracing ABM and struggling a bit to understand what's needed to embrace it.
Ever wonder why Microsoft bought LinkedIn and what that might mean to the future of CRM? DemandGen Radio host David Lewis has Russell Glass, VP of Products at LinkedIn on the program to ponder that idea and catch up on the latest sales and marketing innovations at LinkedIn.
It's the official start of the B2B MarTech tradeshow season with both Marketo and Oracle having their annual user conferences this week. I'll recap the key takeaways from both shows and share solid recommendations for considering the shiny new MarTech apps on display in the exhibit areas. I'll wrap up with my unbiased impression of the major product announcements from both Marketo and Oracle for you.
What does it take to fast track your career from Content Marketer to Vice President of Marketing in just four years? How can you turn just three people into a content marketing machine? You can ask Dayna Rothman or listen to this episode of DemandGen Radio. Dayna is now VP of Marketing at BrightFunnel, and just 4 years ago she was at Marketo cranking out “lead bait” as the Senior Content Marketer under the leadership of Jon Miller. Dayna has also authored several of Marketo's Definitive Guides, and wrote Lead Generation for Dummies published by Wiley in 2014. She's also a content contributor to Lynda.com. It's no surprise that this "Wonder Woman" reveals that she has a super power when it comes to content creation, which she shares with you all. But her passion for crafting modern marketing content and demand generation tools are not her only secrets for scaling the ranks of marketing. Dayna shares some sage advice for women about confidence, being fearless, speaking your mind, showing results, and having a strong work ethic. She also talks about her experience working at Marketo, her mentors, the pressure there, and what she loved most about the team.
Scott Brinker sits down with DemandGen Radio Host David Lewis to talk about Scott’s journey into marketing from his roots in computer science and video gaming to becoming the industry's self proclaimed "Chief MarTech." David asks Scott about what’s in store of this year's MarTech Conference, and Scott also shares an update on his book - Hacking Marketing - along with a discussion on the rise of marketing operations as a role and function.
The two also geek out on what's happening across the marketing technology landscape and discuss other emerging innovations including AI and virtual reality which will no doubt give marketers new ways to target and engage audiences.
The program wraps up with Scott sharing some insights about ABM and other trends he's seeing in the MarTech landscape. You can also pick up some tips on the process for submitting your MarTech stack for the 2016 Stackie Awards at the MarTech Conference in San Francisco. Bonus: There's also a discount code for registering at the end of the podcast!
I asked Steve Lucas, the “new” CEO of Marketo to join me on DemandGen Radio to discuss his first 100 days at the helm. Steve and I first met when he invited DemandGen to Marketo’s Revenue Kick-off Meeting (RKOM) earlier this year. I knew from the moment I met Steve that he was just what Marketo needed to take them to the next level. In his first 100 days, Steve has infused contagious passion for their growth and success across his entire organization and the partner ecosystem as well. In this podcast, I ask Steve questions about his first 100 days and you’ll want to hear his answers!
- Why did he join Marketo as CEO?
- What has he discovered so far in terms of his own SWOT analysis?
- What does winning look like to Steve and the leadership team?
- What is he hearing from his visits with customers?
- What has he put in motion already?
- What’s in store for The Marketo Summit event this year in San Francisco?
- Why he values services partners like DemandGen and other MarTech partners in the ecosystem?
If you’re like most demand generation marketers, you're trying to convert website visitors into leads by publishing various pieces of content scattered about your website and aggregating them in a resources area so visitors select and download your “lead bait” one at a time. This traditional method of content publishing has certainly been effective for generating leads, but the team at Uberflip reimagined what the experience should be like - just as Uber reimagined the transportation business. Join DemandGen Radio host David Lewis and his guest Randy Frisch, Co-Founder of Uberflip, as they discuss Uberflip's innovative platform for content marketing that dramatically improves conversion while also enhancing the experience for your prospects by mimicking the NetFlix content model so visitors end up "binge watching" your content.
It was only a few years ago that the need to become “a content marketer” showed up as a priority for demand generation teams. While that priority hasn’t gone away, marketers now face the additional challenge of creating more engaging content” to rise above all the content noise. There is no better way to do that than by adding video to your marketing mix. What was once a very expensive and time consuming media is now inexpensive and easy. We've entered the "Vigital" age for interacting with prospects and buyers. In this episode of DemandGen Radio, David talks with Tyler Lessard, CMO of Vidyard about how to get started in video creation and the benefits of using a platform like Vidyard for creating, publishing, personalizing, and tracking the impact of your video content.
Kyle Johnson, Marketing Automation Manager at Thomson Reuters Legal Division, joins David Lewis as they discuss a range of topics that highlight the breadth and depth needed in such a role as Kyle's and how the marketing operations group functions similar to an IT department within marketing.
- Centralizing versus Decentralizing their Demand Center
- Kyle’s experience with various marketing automation
- Using Marketing Automation as the hub of the customer journey
- How other MarTech tools can be used to expand your marketing automation system’s capabilities
- Why Kyle chose a career in marketing technology
- Kyle’s lead scoring initiative for 2017
- The pros and cons of gated versus un-gated communities
Will Waugh, Best Practices Consultant at DemandGen, joins David Lewis for a discussion that outlines how DemandGen's top clients are putting successful lead management frameworks in place. Will and David discuss the 5 key steps for lead management and what each one takes to be successful. If you haven't read David's book on Lead Management, Manufacturing Demand, this podcast is a great primer (or a refresher for those that have.)
Whether you’re an enterprise or small business, the need to align your sales and marketing systems and processes must be a top priority as it was for Dana Nemec, Global Demand Generation Campaign Manager at GE Oil and Gas Digital Solutions. Dana shares her approach for planning and executing campaigns through a centralized demand center, while discussing the need to clean-up messy CRM data and duplicates to keep her Marketo and Salesforce CRM instance in sync. She also covers “the why” and ROI for having a lead development team sit within the marketing department and touches on GE's focus on persona development for 2017.
Listen in as Jen Horton, Sr. Research Director at SiriusDecisions, joins DemandGen Radio host David Lewis to reveal the 4 themes around marketing automation usage derived from the research SiriusDecisions conducted and presented at the 2016 SiriusDecisions TechExchange in Austin, TX in November. Jen discusses how marketers are less focused on scaling adoption and more on maximizing value from their investments in marketing automation. A key finding from the research is that organizations that are very satisfied with the value they receive from marketing automation systems are outsourcing a greater number and variety of projects and tasks to vendors due to the lack of internal expertise, best practice knowledge, and resource constraints. Also discussed is the surprising number of firms (50%) that plan to migrate from their current system to another system in 2017.
Thomas Terry, one of DemandGen’s Solutions Architects joins DemandGen Radio host David Lewis to discuss the trends taking place in the adoption of Marketing Automation across DemandGen’s client base. Thomas serves as the lead architect for many of DemandGen’s enterprise and mid-market clients using Marketo and he discusses the growing popularity in connecting Marketing Automation systems to backend databases as well as using systems like Marketo for transactional email programs. David asks Thomas to shed light on the key insights he's gained working across DemandGen’s client base in the areas of reporting, database management, MarTech assessments, and how Thomas assists clients who want to migrate from one marketing automation system to another. They also discuss new roles and responsibilities that have emerged across the more sophisticated demand generation teams that DemandGen works with.
For over two decades Doug Sechrist, Vice President of Demand Marketing at Infusionsoft, has setup some of the best Demand Generation and Marketing Operations teams at firms including Zantaz, Taleo, Eloqua/Oracle, Five9, and now Infusionsoft. He's won awards for lead nurturing, sales and marketing alignment, and even a 2010 award for most creative marketing campaign. Even more impressive is his track record for driving growth and revenue from within marketing. In short, Doug has the recipes for what works, and what doesn’t, and shares them in this episode.
- Doug’s 3 core priorities for setting up Demand Generation Teams
- Should telemarketing be managed by Sales or Marketing?
- Doug’s approach on investing in MarTech Tools and the importance of failing fast
- Doug’s blueprint for setting up a modern marketing “Demand Factory”
- What’s working in demand generation these days and his innovative “Subscriber Model” for content publishing
I've been attending the Sirius Decisions conferences since they began, except last year when my father passed away. I mainly go to catch-up with other passionate marketers, MarTech firms, and to see our clients speak and win awards (so far 60% of them, amazing). And yes, you can always count on DemandGen to have something fun planned (aka party, dinner, etc.) since we like to work hard and play just as hard.
In addition to the main Sirius Summit conference, SiriusDecisions now has an additional event called Tech Exchange focused on MarTech and the second annual event is around the corner Nov 15-17. This time the event is in Austin, the city that likes to “Keep it Weird”. Why should we go to yet another conference? To answer that, I decided to invite the keynote of Tech Exchange, Jay Famico, Sirius' VP of Client Facing Technology, to tell us. Spoiler alert. I'm going and here's why you should too.
When Marketing Automation systems originally came on the scene, they were architected to be essentially a database of individual records comprising of contact data and their associated online behavior (often called digital body language). But now, Marketo has reengineered their marketing database model to support the introduction of a full-fledged account based marketing solution that’s an optional upgrade to the Marketo platform. Join Mike Telem, Vice President of Product Marketing and DemandGen Radio host David Lewis as they discuss:
- What’s different about Marketo ABM
- What it takes for Marketer’s to be successful with ABM
- How complimentary solutions can enhance Marketo ABM
- The advantages of having your Marketing Automation system include native ABM capabilities
Tom Svec, DemandGen’s Director of Marketing Technology Services joins DemandGen Radio host David Lewis to discuss how the roles within marketing operations have evolved over the recent years. Tom Svec leads DemandGen’s world-class team of solution architects who assist mid-size and enterprise-class marketing operations teams with their deployment and adoption of marketing technology. Prior to DemandGen, Tom was head of marketing operations at Taleo (acquired by Oracle) and shares his perspectives on the ever-changing landscape and roles within modern marketing and what it takes to be successful as head of this critical business function.
Over the past 30 years, the role of marketers has changed tremendously. In the past decade alone, marketers have evolved from focusing on brand, reach, ad impressions, lead gen, and communications to a far broader set of responsibilities including ecommerce, data analysis, MarTech, and the customer experience. Essentially, CMOs are now Chief Transformation Officers. Right-brained marketers used to rule the world, but today both sides of the brain are needed to lead marketing. Omni-channel real-time marketing masters who fully leverage MarTech are rising to the top of the “must recruit” list – and as John and David discuss, more and more of them are ascending to lead the firm as Presidents and CEOs. John and David also discuss how marketers rising in the ranks are fostering tight alignment with sales, and collaborating on adoption and use of a myriad of new technologies.
We discuss how you can leverage innovations taking place in direct mail with Daniel Gaugler, Chief Marketing Officer at PFL, a marketing technology company that provides sales enablement and marketing automation solutions for tactile marketing. You'll learn about some of the incredibly engaging new types of direct mail and how you can leverage print on demand technology and integration capabilities with marketing automation systems like Marketo and Eloqua to send affordable, high-touch direct mail items to your prospects and customers
- Why Direct Mail is Back in Vogue for B2B Marketing
- Innovations in Direct Mail Printing and Production
- What is Tactile Marketing and Why You Should Be Using It
- Ways You Can Integrate Direct Mail to Your CRM and Marketing Automation Systems
DemandGen Radio host David Lewis is joined by Isaac Wyatt, Director of Marketing Strategy and Operations at New Relic. As a self-proclaimed “business-nerd and lover of the Silicon Valley tech scene,” Isaac has tremendous experience building and leading marketing operations teams at New Relic, Blue Jeans Network, and Citrix Online. No doubt, Isaac has a passion for MarTech, but what ultimately drives him is a personal mission of “helping companies achieve their goals by optimizing workflow through the entire value-chain.”
Topics Discussed Include:
- Evolution of Marketing Operations
- Role of Marketing Operations Today
- Structure and Key Roles of Isaac’s Marketing Operations Department
- Tips for MarTech Selection, Adoption, and Removal
DemandGen Radio host David Lewis is joined by Kate Federhar, Manager of Marketing Operations at CenturyLink and 2016 Marketo Revvie winner for her leadership and orchestration of a massive marketing automation migration to two instances Marketo with over 5 Million contact records and thousands of assets and programs.
Kate and David discuss the importance of both aligning marketing with sales as well as the importance of sales enablement with tools and technologies.
Topics Discussed Include:
- Why sales alignment is so important and why it’s critical for success
- Kate’s techniques for winning over sales and becoming a true business partner
- The difference between sales alignment and enablement
- How sales enablement tools at CenturyLink are being used like Marketo Sales Insight
In this inaugural episode, DemandGen Radio host David Lewis is joined by one of the founding fathers of Modern Marketing, Jon Miller, co-founder of Marketo and now the founder and CEO of Engagio an account-based marketing platform that orchestrates outbound interactions across departments and channels.
Jon and David discuss the genesis behind starting Engagio following Jon’s tremendous success as co-founder of Marketo and the current state of ABM.
Topics Discussed Include:
- Why all the hype this past year on Account Based Marketing (ABM)
- The rationale for Engagio re-branding of ABM to Account Based Everything (ABE)
- What does it take for a firm to be effective with ABM
- The importance of aligning sales and marketing in an ABM strategy
Welcome to DemandGen Radio with your Host, David Lewis. David is Founder and CEO of DemandGen International, Inc. and author of the #1 book on Lead Management, Manufacturing Demand. DemandGen Radio brings you the top industry experts, thought leaders, authors, marketing technology firms, and senior marketing leaders from around the world to teach YOU the methods and technologies for high performance marketing.