Episodios
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Katie Bevilacqua is the Director of Operations at ConexEd, a higher ed edtech startup that migrated from Salesforce to HubSpot. Her and the team are investing in increasingly sophisticated marketing to take their product to market.
Laying the right foundation is just the start. Once the finishing migrating from Salesforce to HubSpot, the work began in earnest to see what's working and try new things.
We talk about topics like customer journey mapping, lead attribution, and how their B2B marketing efforts are really distinct from what you'd see in a more conventional B2C organization.
Jump ahead:
(00:00) - Intro(00:28) - Switching from Salesforce to HubSpot(03:11) - Measuring ROI in HubSpot(05:04) - Being strategic as a marketer(07:02) - Managing longer sales cycles(10:25) - Follow Katie Bevilacqua(10:38) - OutroFind Katie on LinkedIn: https://www.linkedin.com/in/katelynbevilacqua/
Find ConexEd online: https://conexed.com/ -
Brandon Kim is the VP of Marketing at Crystal, a powerful personality data platform that sales and marketing teams are using to increase sales. It works by understanding your prospects better, primarily with the DISC assessment.
Brandon shares how they believe more personalized communication is the future. Whether that's one-to-one conversations, multi-stakeholder B2B deals, or any number of other use cases for the product.
Noteworthy topics include Myers-Briggs, DISC, Enneagram, adaptive selling, and how the Crystal LinkedIn extension and free assessment tools can help people get a sense of how the product works.
Find Brandon on LinkedIn: https://www.linkedin.com/in/brandon-kim-39aaa529/
Find Crystal online: https://www.crystalknows.com/Skip ahead:
(00:00) - Intro(00:28) - What is adaptive selling?(01:51) - Personality assessments(04:31) - Value for sales(05:28) - How Crystal works(09:10) - Uses outside of sales(10:04) - Applying to ABM(12:08) - Follow Brandon Kim(12:45) - Outro -
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Aiden Technologies is a fast-growing IT automation platform that serves large enterprise companies. Aaron joins to talk about his enterprise sales and go to market strategy as the first marketing hire.
Topics include marketing with HubSpot, cold outreach, sales-marketing alignment, and more.
Aaron also talks in detail about how Aiden's sales team is structured, working with SDRs and sales reps, and sales automation.
Jump ahead with the following chapter markers:
(00:00) - Enterprise sales strategy with Aaron Mellman at Aiden Technologies(00:28) - Enterprise sales strategy(04:17) - Marketing with HubSpot(07:00) - Sales-marketing alignment(08:07) - Cold outreach(12:57) - Positioning(14:38) - Follow Aaron Mellman(15:26) - Outro
Find Aaron Mellman on LinkedIn: https://www.linkedin.com/in/aaronmellman/
Learn more about Aiden Technologies: https://www.meetaiden.com/ -
Pete DeOlympio just implemented inbound marketing at a professional services firm with over 100 employees as the first full-time marketing hire. He shares how it's gone and what's next.
He talks about how he hit the ground running, identified early wins, and is moving forward with more advanced tactics like account-based marketing (ABM) as well as customer storytelling through case studies.
Pete also talks about how he works with his counterpart in sales, how channel sales fit into their strategy, and what he did immediately to level up the brand's website and social presence.
Jump ahead with the following chapter markers:
(00:00) - Intro(00:28) - Getting recruited(01:44) - Establishing an inbound function(02:16) - What's working in inbound(04:05) - Working with sales(05:10) - Lead generation(06:00) - Account-Based Marketing (ABM)(07:22) - Intent-based data(08:24) - Steady growth(10:03) - Follow Pete DeOlympio(11:05) - Outro
Find Pete DeOlympio on LinkedIn: https://www.linkedin.com/in/petedeolympio/
Learn more about Cleartelligence: https://www.cleartelligence.com/ -
Connie Lund is a marketer who espouses the benefits of community-led growth marketing, driving 4x ROI on campaigns and filling the sales funnel for her sales team.
She talks about specific webinars, events, and other tactics she has used, and compares/contrasts them with more conventional marketing tactics.
Connie outlines how B2B marketers can apply these tactics and set their sales teams up for success.
Jump ahead with the following chapter markers:
(00:00) - Intro(00:28) - Marketing as community building(03:16) - Valuable marketing spend(04:14) - Sales with PLG(06:27) - Community in the sales funnel(09:20) - Organic vs SDRs(11:09) - Marketing in a silo(12:49) - Outro
Find Connie Lund on LinkedIn: https://www.linkedin.com/in/bensenc/
Learn more about testRigor: https://testrigor.com/ -
Ryan Paul Gibson is the founder of content lift. Ryan explains how customer research can drive sales, how to make the case for marketing budget, and how to do customer research interviews that don't suck.
He has worn business development hats, works alongside demand gen marketers, and really understands what it's like for organizations that are navigating uncertain times right now.
Ryan also contextualizes this type of work and shares examples like The Mom Test by entrepreneur and writer Rob Fitzpatrick.
Jump ahead with the following chapter markers:
(00:00) - Intro(00:28) - De-risking marketing(01:27) - Arguing for your budget(03:12) - Aligning with sales(05:18) - Customer research(08:39) - Beyond personas(10:39) - Research amidst uncertainty(13:16) - Outro
Find Ryan Paul Gibson on LinkedIn: https://www.linkedin.com/in/ryan-paul-gibson/
Learn more about content lift: https://contentlift.io -
Ashley Guttuso is a Chief Strategy Officer. She joins us to talk about how to do effective content marketing that helps sales teams be successful.
Her overview on content marketing is an important starting point for the conversation. Flagging where a lot of teams get started on the wrong foot. And considering what Google is really looking for these days when it comes to SEO.
Then she introduces the serving vs. selling framework and how this can be applied to product and content marketing. Ashley includes a detailed approach for ensuring that you're always talking to customers to better identify, understand, and resonate with your ICP.
(00:00) - Int ro(00:28) - Content worth creating(04:38) - Content that serves(06:23) - Connecting content with sales(07:54) - Talking to customers(11:15) - Messaging to your ICP(14:44) - Outro
Jump ahead with the following chapter markers:
Find Ashley on LinkedIn: https://www.linkedin.com/in/ashleyguttuso/Learn more about Audience Ops: https://audienceops.com/
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First, thanks so much for your support. We've seen a lot of success since switching to this new short format, interview-style show in August. Thank you helping spread the word.
Second, we're going to be adding video in February. We are going to finish a queue of audio-only episodes over the next few weeks. And then in February we will start publishing video interviews on YouTube.
As part of this transition, we will be going back to one episode per week and supplementing with more tutorial and walkthrough content that will also be published on YouTube.
If you have any feedback, please email [email protected] or find Harris Kenny on LinkedIn: https://linkedin.com/in/harriskenny
Jump ahead with the following chapter markers:
(00:00) - Pipeline Meeting Intro(00:28) - Show update(02:49) - Pipeline Meeting Outro -
What if you could automate prospecting efforts for your sales team? UserGems' approach is based on jobs-based changes. Isaac Ware joins to share more.
Isaac has an extensive background in marketing and demand gen, working in a wide range of industries and spanning both agency and in-house. He's bringing all that experience to help grow UserGems.
They're taking novel approaches to help identify and create opportunities for their sales team that any B2B marketer can learn from. Think post-demo ABM-like paid media. Things like generating net new opportunities based on job changes. And even influencing buying committees.
Jump ahead with the following chapter markers:
(00:00) - Pipeline Meeting Intro(00:28) - Paid media approach(02:22) - Contact enrichment(03:30) - Fully automated campaigns(05:10) - Sales enablement (07:17) - Workflows(07:55) - Alternatives(09:11) - Guaranteeing ROI(10:19) - Use cases(12:58) - Customer success(13:48) - Following Isaac Ware(14:42) - Pipline Meeting Outro
Find Isaac Ware on LinkedIn: https://www.linkedin.com/in/isaac-ware/Learn more about UserGems: https://www.usergems.com/
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Natalie B. Swan joins the pod to talk getting help when you're the head of marketing. Natalie shares examples of tasks big and small that can be taken off your plate. (Seriously!)
She has been doing fractional marketing work since 2017 and has a lot of experience freeing up marketers to work on strategic projects by taking on important things that feel like they simply can't be done by anyone else.
Natalie shares drivers behind this, how it contrasts to working with freelancers through sites like Upwork and Fiverr, and speaks more broadly about the types of projects that tend to be successful.
To jump ahead, click the chapter markers in your podcast player:
(00:00) - Pipeline Meeting Intro (00:28) - Fractional marketing services(02:20) - Why experience matters(03:32) - An example success story(06:01) - Avoiding putting off work(08:51) - Where to start(11:23) - Rethinking what needs to be done(13:15) - Follow Natalie B. Swan(13:22) - Pipline Meeting Outro
Find Natalie B. Swan on LinkedIn: https://www.linkedin.com/in/nataliebswan/
Learn more about her business: https://nataliebswan.com/ -
Justin Jackson is the co-founder of Transistor.fm, the podcast hosting company that hosts this podcast. In part two of our interview series, Justin talks about how to grow a podcast audience.
His comments about creators, distribution, and arbitrage opportunities exceed well beyond podcasting itself, but if growing your podcast is your goal, then you're in the right place.
Justin has successfully grown his podcasting company, his own podcasts, and he's built a platform where major creators have succeeded in distributing their show to every major platform.
To jump ahead, click the chapter markers in your podcast player:
(00:00) - How to grow your podcast with Justin Jackson at Transistor(00:28) - Introduction(01:09) - Podcast distribution(03:56) - Centralization vs. decentralization(06:53) - Picking your lane(09:37) - Critical mass(11:12) - Choosing a direction(12:48) - Pipline Meeting Outro
Find Justin Jackson on LinkedIn: https://www.linkedin.com/in/justinijackson/Learn more about Transistor: https://transistor.fm/
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Justin Jackson is the co-founder of Transistor.fm, the podcast hosting company that hosts this podcast. In part one of our interview series, Justin talks about growing a podcast hosting business.
He talks about their business model as a software company, how they serve podcast agencies, and provide podcast websites. He also takes a step back to provide his perspective on the podcasting industry and market trends.
Justin shares specific insights about the total market, number of active podcasts, and how different platforms compare. He specifically contrasts podcasting with the video hosting marketing, looking to YouTube in particular.
To jump ahead, click the chapter markers in your podcast player:
(00:00) - Pipeline Meeting Intro(01:19) - Podcast services(03:29) - Serving podcast agencies(05:32) - Podcast websites(08:18) - Podcasting industry(11:10) - Centralization vs. Decentralization(14:56) - Pipline Meeting Outro
Find Justin Jackson on LinkedIn: https://www.linkedin.com/in/justinijackson/Learn more about Transistor: https://transistor.fm/
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Richard Lee is developing an AI-driven copywriting tool for marketers. It's called SuperCopy and it relies on one tool in particular called GPT-3.
He explains how they're building for the best marketers, what this means in practice, and the long-term implications for their product. He talks through some specifics about how these GPT-3 copywriting engines work, circumstances where they thrive and where they struggle.
Richard also shares where they're seeing success and his preference for having a small marketing team that has deep understanding of the brand. And how GPT-3 copywriting can make marketers' jobs easier. He contrasts this to having teams of interns doing lower quality work.To jump ahead, click the chapter markers in your podcast player:
(00:00) - Pipeline Meeting Intro(00:28) - How does AI write copy(01:22) - Use cases for GPT-3 copywriting(03:53) - Inputs for GPT-3 copywriting(06:57) - Scaling copywriting with AI(09:52) - GPT-3 copywriting use cases(13:33) - Improving engagement with AI(15:09) - Pipeline Meeting Outro
Find Richard Lee on LinkedIn: https://www.linkedin.com/in/richard-dc-lee/Learn more about SuperCopy: https://supercopy.io/
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Mike Schill has worked with sales leaders like Grant Cardone and Brandon Dawson. Mike joins the Pipeline Meeting podcast to talk about getting your salespeople to care about growing your business.
What do salespeople care about? The same thing as anyone else. Pursuing their dreams. Mike talks about how to root organizational goals with personal goals. And how you have to understand your employees in order to get the best results out of them.
He does believe it's possible to flip a team from low performing to high performing, sharing his experience playing Division 1 football.
Motivation can be both personal and organizational. He talks about how setting big audacious goals can motivate your salespeople to care because they're pursuing something bigger.
Lastly he shares an interesting point that while marketing is senior to sales, investing in salespeople is key to getting ROI on marketing spend where salespeople close the deals for your business.
To jump ahead, click the chapter markers:
(00:00) - Pipeline Meeting Intro(00:28) - What salespeople care about (02:06) - From low to high performance(03:24) - Sales operations(04:24) - Motivating your sales team(07:20) - About The Full Circle Agency(10:20) - Marketing is senior to sales(12:38) - Follow Mike Schill(13:24) - Pipeline Meeting Outro
Find Mike Schill on LinkedIn: https://www.linkedin.com/in/michael-schill-74110a55/
Learn more about The Full Circle Agency: https://thefullcircle.io/ -
Cece Lee is the CMO at Enable Us, a seller and buyer enablement platform. She joins the Pipeline Meeting podcast to talk about her first six months as CMO, sales enablement, digital sales room software, and more.
Cece walks through her journey from customer to CMO for Enable us, including her 30-, 60-, and 90-day plan, transitioning to the VP- or C-level in marketing, and where you should be six months in.
We talk extensively about sales enablement and how she sees marketing's role in this process. Beyond marketing or sales, she shares how she's increasingly thinking about this as the revenue function vs. how traditional corporate structures approach it.
She shares in detail about how B2B buyers journeys and sales cycles are changing. And how this informs Enable Us as a product, thinking about every stakeholder in the process of what is commonly described as a digital sales room.
Use the markers below to jump ahead.
(00:00) - Pipeline Meeting Intro(00:28) - First 6 months as CMO(04:28) - Making things happen(06:53) - Sales enablement(10:15) - Digital sales room software(14:42) - Learn more(15:12) - Pipeline Meeting Outro
Follow Cece Lee on LinkedIn: https://www.linkedin.com/in/cecelee/
Learn more about Enable Us: https://enableus.com/ -
Daniel Cafiero is a senior program manager at Seagate Technologies responsible for supporting go to market for their Lyve cloud offering. In this role, he is using an account-based marketing (ABM) approach.
Daniel joins the Pipeline Meeting podcast to talk about what is account-based marketing, how it compares/contrasts with old school marketing, what ABM selling is, how he owns outcomes, the pipeline development team, implementing ABM successfully, and more.
If you think of an enterprise sales cycle, you would use ABM to engage multiple stakeholders throughout a lengthy sales cycle. It is built for 'dark funnels' where there's a lot happening that is not on your radar as a marketer or salesperson.
But it's not easy. It's a team sport that requires committing to people, process, and technology to change how you go to market. There is so much to unpack with this topic. This interview will give you an overview and a lot to think about.
Use the markers below to jump ahead.
(00:00) - 036-pipeline-meeting-daniel-cafiero(00:28) - Defining Account-Based Marketing (ABM)(01:39) - ABM vs. old school marketing(04:01) - ABM selling(05:13) - Owning outcomes(06:38) - Pipeline development(09:11) - Implementing ABM(11:38) - Getting into ABM(13:32) - Closing Credits
Follow Daniel Cafiero on LinkedIn: https://www.linkedin.com/in/danielcafiero/
Learn more about Seagate Technology's Lyve Cloud: https://www.seagate.com/services/cloud/storage/ -
Jennifer Durishin is the new head of marketing at Prodigal. Well, new-ish. She got through her first 90 days as head of marketing, shares how she approached it, and what other SaaS marketers might want to keep in mind.
Jennifer specifically talks about a first 90-days framework that she got from Gartner, which she learned about through a community of go to market professionals called Pavilion and in another community by 6sense.
She shares more about what Prodigal is building, how her marketing team is structured, and her first steps in starting her new role.
Other topics include the role of marketing agencies, learning and development (L&D), sales enablement, customer onboarding, working cross-functionally, and measuring performance.
Use the markers below to jump ahead.
(00:00) - Introduction(00:28) - About Prodigal(01:48) - Jennifer's First 90 Days(03:35) - Meet Jennifer's Team(05:33) - Hiring Agencies(06:56) - Marketing L&D(07:47) - Sales Enablement(08:57) - Customer Onboarding(09:52) - Working Cross-Functionally(11:12) - Measuring Performance(12:16) - Conclusion(14:23) - Following Jennifer Durishin(14:42) - Closing Credits
Follow Jennifer Durishin on LinkedIn: https://www.linkedin.com/in/jennifer-durishin/
Learn more about Prodigal: https://www.prodigaltech.com/ -
Bryan Clayton is the Co-Founder and CEO of GreenPal, an online marketplace that connects homeowners with local lawn care professionals.
GreenPal has been called the “Uber for lawn care” by Entrepreneur magazine and has over 100,000 active users completing thousands of transactions per day.
In this interview, Bryan talks about getting your first customers, building a two-sided marketplace, and building a software company after selling his service business.
Use the markers below to jump ahead.
(00:00) - Introduction(00:28) - Pre-Interview (01:00) - About Green Pal(02:33) - Getting Your First 100 Customers(04:37) - Two-Sided Marketplaces(07:41) - Things That Don't Scale(09:32) - Scaling the Business(13:39) - Following Bryan Clayon(13:59) - Closing Credits
Follow Bryan Clayton on Instagram: https://www.instagram.com/bryanmclayton/
Learn more about GreenPal: https://www.yourgreenpal.com/ -
Nicholas Thickett helps salespeople and organizations with go to market strategies for social selling with training, enablement, and consulting. Their team specializes in LinkedIn and Nicholas discusses authenticity, automation, and thinking beyond content on LinkedIn.
Our conversation also explores how sales is changing heading into 2023.
Use the markers below to jump ahead.
(00:00) - Introduction(00:28) - The end of the anonymous seller(02:10) - Authenticity on LinkedIn(05:48) - The new burden on sellers(07:45) - Thinking beyond content on LinkedIn (10:46) - A better method of LinkedIn automation(11:33) - Following Nicholas Thickett(12:55) - Closing Credits
Follow Nicholas Thickett on LinkedIn: https://www.linkedin.com/in/nicholasthickett/
Learn more about Alignd: https://getalignd.co/ -
After launching a new short format in August, we're doubling down on it. We'll be releasing episodes every Monday and Wednesday morning. We'll keep interviewing experts and we'll keep the interviews short—15 minutes.
In the new year, we're going to add video interviews and publish them on YouTube.
Use the markers below to jump ahead.
(00:00) - Introduction(00:37) - New show format(01:19) - Feedback welcome
Find the Pipeline Meeting podcast at: https://introcrm.com/podcast or by searching "Pipeline Meeting" wherever you get your podcasts.Find Harris Kenny on LinkedIn by visiting his profile: https://linkedin.com/in/harriskenny
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