Episódios
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Jason Bradwell, founder of B2B Better, joins Tara Robertson on Demand Gen Chat to discuss the relevance of marketing qualified leads (MQLs) in B2B marketing. Jason argues that MQLs are still important in certain contexts, particularly in enterprise settings with long sales cycles and complex buying committees. He emphasizes the need for a clear definition of what constitutes an MQL and aligning with sales on the criteria. They also discuss the shift towards longer buying cycles and the importance of targeting the entire buying committee. Jason advises marketers to focus on building their own platforms and email lists, as well as experimenting with AI tools to streamline productivity.
Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
Check out B2B Better: https://www.b2b-better.com/
Jason’s viral LinkedIn post about events: https://www.linkedin.com/posts/jasonbradwell_you-spend-120000-on-a-booth-next-to-the-activity-7087107819891499008--8D8?utm_source=share&utm_medium=member_desktop
Listen to the B2B Better podcast episode with Kyle Lacy: https://pod.co/b2b-better-1/v1-final-m4a
Jason’s A2E prioritization framework on Marketing Powerups: https://marketingpowerups.com/podcast/jason-bradwell-a2e-framework/
Check out Descript’s AI audio tools: https://www.descript.com/?lmref=2elBZw
Follow Lucy Heskins: https://www.linkedin.com/in/lucyheskins/
Check out Grain AI: https://grain.com/
Follow Jason on Threads: https://www.threads.net/@jasonbradwell
Check out Jason’s newsletter B2B Bite: https://b2bbite.substack.com/
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
Timestamps:0:00:00 Introduction to the podcast and guest, Jason Bradwell
0:00:44 Jason's contrarian take on MQLs and their relevance
0:04:33 Importance of lead scoring and account scoring in B2B marketing
0:08:28 Longer and more complex B2B buying cycles and the need to target multiple personas
0:10:47 Scrutinizing marketing budgets and the need to shift focus
0:11:34 Tips for making the case to cut back on ineffective marketing tactics
0:17:19 Using branded content as an ABM play and repurposing content for sales enablement
0:20:00 Metrics to track in longer B2B sales...
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Natalie Marcotullio, Head of Growth and Operations at Navattic, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the influence of B2B marketing teams on buyers. Natalie challenges the idea that marketers have complete control over the buyer's journey and emphasizes the importance of understanding how buyers actually make purchasing decisions. She shares her experience of growing inbound pipeline at Navattic and explains how the marketing team has shifted its focus from brand awareness to targeted campaigns. Natalie also provides insights into the implementation of interactive demos on websites and offers tips for promoting and rolling out this type of content.
Episode Links:
Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Natalie Marcotullio: https://www.linkedin.com/in/natalie-marcotullio/
Check out Navattic: https://www.navattic.com/
Listen to Navattic’s podcast Revenue on the Rocks: https://pod.co/revenue-on-the-rocks
Check out Mutiny: https://www.mutinyhq.com/
Metadata’s playbooks: https://metadata.io/playbooks/
Read the B2B Buyer Journey Report: https://www.chilipiper.com/post/b2b-buying-journey-report
Follow Arthur Castillo: https://www.linkedin.com/in/arthur-castillo/
Follow Andrew Capland: https://www.linkedin.com/in/andrewcapland/
Follow Brendan Hufford: https://www.linkedin.com/in/brendanhufford/
Follow Mark Huber: https://www.linkedin.com/in/markehuber
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
Timestamps:
0:00:00 Introduction to the episode and guest, Natalie Marcotullio
0:00:48 Discussion on the influence of B2B marketing teams on buyers
0:02:26 Conversation on the importance of buyer intent
0:03:14 Focus of the second half of the year and transitioning to a more targeted approach
0:04:51 Importance of word of mouth leads and website traffic
0:06:09 Strategies for getting a gut check from others on the team
0:08:04 Metrics and goals focused on pipeline and MQLs
0:09:36 Challenges and tips for implementing interactive demos on websites
0:13:26 Addressing concerns about the impact of interactive demos on demo request numbers
0:16:48 Recommendations for promoting and rolling out interactive demos
0:19:22 Balancing CTA options and the role of interactive demos in the buyer's journey
0:23:29 Making tough cuts or pausing programs and evaluating campaign performance
0:27:57 Importance of organic content and repurposing existing content
0:30:15 Niche content and the value of customer insights
0:31:35 Exploring partnerships and joint customer enablement
0:35:05 Recommended marketers to follow on LinkedIn
0:35:45 Under the radar tactic: teasing content on LinkedIn
0:36:58 Wrap up
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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Grant Duncan, VP Marketing at HST Pathways, joins Tara Robertson on Demand Gen Chat to discuss the importance of keeping the top-level menu on landing pages, the use of AI in marketing, and his checklist of metrics for starting a new marketing role. Grant emphasizes the need for a buyer-friendly landing page experience and highlights the potential of generative AI in saving time for marketers. He also shares his tips for starting a new role, including conducting industry research, setting onboarding goals, and building trust with the team. Grant discusses his focus on bookings and pipeline metrics at HST Pathways and the upcoming initiatives he is excited about.
Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Grant Duncan: https://www.linkedin.com/in/grantmduncan/
ChatGPT: https://chat.openai.com/
OpenAI API: https://openai.com/product
Opus: https://www.opus.pro/
RACI project management framework: https://www.forbes.com/advisor/business/raci-chart/
Follow Allison Loehman: https://www.linkedin.com/in/allisonloehman/
Check out Gong: https://www.gong.io/
Check out Grant’s website: https://thisisgrant.com/
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
Timestamps:0:00:00 Introduction to the episode and guest, Grant Duncan
0:01:05 Discussion on the debate around removing top-level menus from landing pages
0:04:19 Grant's experience using AI during his time off
0:08:26 Tips for marketers starting new roles
0:14:23 Metrics to focus on in the first 30 days of a new role
0:21:43 Top priorities and focus areas for Grant at HST Pathways
0:24:07 Weekly and monthly metrics Grant tracks
0:30:32 Changes and improvements made to existing programs
0:34:57 Under the radar tactic: listening to Gong calls and sharing insights
0:36:26 Where to find more about Grant and his content
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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Jen Allen Knuth, Community Growth at Lavender, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the power of community in marketing and sales. Jen shares her hot take on the current trend of creating communities just for the sake of having one, emphasizing the importance of listening and observing to identify unmet needs. She also highlights the role of community in creating a safe space for learning and support. Jen reflects on her transition from sales to marketing and emphasizes the need for sales and marketing to work together to open conversations and create curiosity. She shares insights into Lavender's go-to-market strategy, which includes a focus on events and community-led growth. Jen also discusses the use of AI in marketing and sales, emphasizing the importance of a human-first approach and responsible use of technology.
Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Jen Allen-Knuth on LinkedIn: https://www.linkedin.com/in/demandjen1/
Check out Lavender: https://www.lavender.ai/
Follow Will Aitken: https://www.linkedin.com/in/justwillaitken/
Watch Sales Feed: https://www.youtube.com/c/salesfeedtube
Follow Todd Clouser: https://www.linkedin.com/in/toddclouser/
Follow Chelsea Castle: https://www.linkedin.com/in/chelseacastle/
Follow Will Allred: https://www.linkedin.com/in/williamallred/
Follow Will Balance: https://www.linkedin.com/in/wmb1/
Check out GTM Partners: https://gtmpartners.com/
Check out: SDR Leader: https://www.sdrleader.com/
Follow Sam Nelson: https://www.linkedin.com/in/realsamnelson/
Check out Refine Labs: https://www.refinelabs.com/
Follow Travis Tyler: https://www.linkedin.com/in/travis-scott-tyler/
Check out PandaDoc: https://www.pandadoc.com/
Check out Salesbricks: https://www.salesbricks.com/
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
Timestamps:0:00:00 Introduction to the episode and guest, Jen Allen-Knuth
0:01:19 Discussion on the buzzword of "community" in...
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Jodi Cerretani, VP of Revenue Marketing at RollWorks, challenges the notion that the MQL is dead. She believes that the MQL is still important and that marketers have an obligation to drive higher quality MQLs with a Fit-focused approach. Jodi shares how her team defines MQLs and the signals they use to pass leads to sales. She also discusses the importance of expanding the number and categories of signals used at the top of the funnel. Jodi emphasizes the need for marketers to be efficient and drive results that align with sales. She shares how her team is cutting back on large conferences and focusing on smaller, more targeted engagements.
Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Jodi Cerretani on LinkedIn: https://www.linkedin.com/in/jodicerretani/
Checkout RollWorks: https://www.rollworks.com/
Checkout Bombora: https://bombora.com/
Checkout G2: https://www.g2.com/
Read RollWorks blog: https://www.rollworks.com/resources/blog
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
Timestamps:0:00:00 Introduction to the episode and guest, Jodi Cerretani
0:01:20 Jodi's disagreement with the idea that MQLs are dead
0:02:41 Jodi's definition of MQLs
0:04:40 The scoring and account targeting process at RollWorks
0:08:17 The different signals and categories of signals used at the top of the funnel
0:10:43 The upcoming launch of the "Hot Contacts" capability
0:12:15 Challenges faced in hitting targets and adjusting MQL definitions
0:15:42 The impact of COVID-19 on marketing strategies and programs
0:19:25 The metrics covered in weekly business reviews
0:23:22 The role of marketing operations in dashboard setup and reporting
0:25:02 The focus on efficiency and the reduction of testing budgets
0:26:08 The shift away from large conferences and towards smaller engagements
0:28:13 The importance of complete and accurate data for effective marketing
0:30:05 The excitement for the transformation of marketing towards efficiency
0:32:56 The value of learning from practitioners and peer-to-peer engagements
0:35:33 The power of the "Hot Contacts" capability for unlocking demand
0:38:29 The use of gifting and summarized takeaways for virtual events
0:40:48 The anticipation of marketing's role in strategic conversations
0:46:42 The under-the-radar game changer of "Hot Contacts"
0:49:14 Where to find more about Jodi and RollWorks' content
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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Alex Rynne, the leader of global content and social strategy for LinkedIn Marketing Solutions, joins Tara Robertson on Demand Gen Chat to discuss the power of creativity in B2B marketing. They debunk the myth that B2B marketing is boring and share insights from LinkedIn's research on the growing importance of creative campaigns in the B2B space. They also discuss the impact of thought leadership and emotional advertising on B2B buyers, as well as the importance of building relationships and nurturing leads through top-of-the-funnel content. Alex also shares her excitement about the upcoming Cannes Lions Festival of Creativity and LinkedIn's plans to host live broadcasts and release a State of B2B Marketing Report.
Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Alex Rynne on LinkedIn: https://www.linkedin.com/in/alexandrarynne/
Check out LinkedIn’s B2B Marketing tools: https://business.linkedin.com/marketing-solutions
Follow LinkedIn Collective: https://www.linkedin.com/showcase/linkedin-collective/
Read the LinkedIn-Edelman B2B Thought Leadership Report: https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report
Check out the Cannes Lions International Festival of Creativity: https://www.canneslions.com/
Read the Linkedin-Ipsos Research “The Global State of B2B Marketing”: https://business.linkedin.com/marketing-solutions/b2b-benchmark
Watch the LinkedIn Live at Cannes Lions 2022 featuring Emily Graham on Juneteenth: https://www.linkedin.com/events/juneteenth-thejourneytowardequi6942158723423354880/theater/
Read the CMO Council report on Customer Lifetime Value: https://www.cmocouncil.org/about/media-center/press-releases/new-report-finds-opportunity-to-re-think-customer-lifetime-value
Follow Bozoma Saint John: https://www.linkedin.com/in/bozoma-saint-john-0305441/
Read Bozma’s book “The Urgent Life”: https://www.amazon.com/Urgent-Life-Story-Love-Survival/dp/0593300173
Read LinkedIn’s Marketing & Advertising Blog: https://www.linkedin.com/business/marketing/blog
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn:
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In this episode of Demand Gen Chat, Emir Atlı, Co-Founder and CRO at HockeyStack joins Tara Robertson to talk about the amazing growth at HockeyStack has seen recently, mainly thanks to their LinkedIn presence. He shares how HockeyStack creates hype around their product by launching new features every two weeks and turning small additions into teasers. Emir also discusses how they turn customer feedback into marketing announcements and free products. In addition, Emir discusses his current focus on building a new media company called The Flow, where every hire is turned into a content piece, and how they are rebranding HockeyStack around the core message of easy and quick attribution.
Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Emir Atli on LinkedIn: https://www.linkedin.com/in/emircatli/
Check out HockeyStack: https://hockeystack.com/
Check out The Flow: https://hockeystack.com/the-flow
HockeyStack’s Y Combinator documentary: https://www.linkedin.com/posts/activity-7059533487497768962-YRqI?utm_source=share&utm_medium=member_desktop
Follow Justin Rowe: https://www.linkedin.com/in/justin-rowe-4043339b/
Follow Dee: https://www.linkedin.com/in/paidthacosttobedaboss/
Follow Canberk: https://www.linkedin.com/in/canberkbeker/
Follow Mark: https://www.linkedin.com/in/mkosoglow/
Check out Lavendar.ai: https://www.lavender.ai/
Check out Navattic: https://www.navattic.com/
Check out Clearbit: https://clearbit.com/
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
Timestamps:0:00:00 Introduction to the episode and Emir
0:00:26 Emir's take on marketing and how to be interesting.
0:01:52 The importance of creating hype and announcements for product launches.
0:02:58 Balancing marketing announcements with technical updates and feedback from customers.
0:04:05 Focus on the current quarter and how new hires will change day-to-day tasks.
0:04:36 Turning everything into a content piece and building a connection with the audience.
0:05:07 Focus on The Flow, a new media company, and building a dedicated show for the team.
0:06:12 Making every team member an expert in their own area and coming up...
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In this episode of Demand Gen Chat, Rosalyn Santa Elena, Founder and CRO at The RevOps Collective shares her insights on how working closely with RevOps can be key for marketers to succeed, especially in tough times. Rosalyn talks about the rise of revenue operations as a function and how it is being talked about more in a marketing sense. She recommends that revenue operations should support the entire customer lifecycle, from top of funnel through being a customer, driving customer success, renewals, growth, and post-sales. She also shares her thoughts on how companies can learn from their customers and feed that knowledge back into their demand gen engine.
Episode Links:
Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Rosalyn Santa Elena on LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/
Check out The RevOps Collective: https://therevopscollective.com/
Follow Udi Ledegor on LinkedIn: https://www.linkedin.com/in/udiledergor/
Check out the Revenue Engine podcast: https://www.growthforum.io/podcasts/revenue-engine
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
0:00:00 Introduction and overview
0:01:49 The rise of revenue operations (RevOps) as a function
0:02:30 The structure of RevOps teams
0:03:40 The importance of a holistic approach to the customer journey
0:04:07 The shift in focus for marketers towards customer success
0:05:15 The importance of learning from customer behavior
0:06:20 The impact of Rev Ops on marketing
0:07:17 The challenges of implementing Rev Ops
0:08:47 The future of Rev Ops
0:09:55 Summarizing RevOps
0:11:14 Tracking key indicators for conversion
0:12:15 Importance of defining the right ICP
0:14:07 Focusing on what's working and pausing what's not
0:15:03 The importance of constant analysis and A/B testing
0:16:11 The role of RevOps in providing insights for pivoting quickly
0:16:17 The importance of alignment and collaboration between RevOps and Marketing Ops
0:17:48 The significance of having alignment across goals, strategy, and metrics
0:19:21 The value of leveraging Marketing Ops as a strategic partner
0:20:15 The importance of sharing insights between RevOps and Marketing Ops
0:21:19 Companies seeking strategic advice from Rev Ops experts
0:21:37 The rise of RevOps as a strategic partner for marketing
0:22:41 The challenge of aligning Marketing Ops and RevOps
0:23:49 More alignment around RevOps and embracing it as a driver of revenue
0:25:08 The excitement around social media and building brand presence
0:26:12 Wrapping up
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Amber Bogie from Reachdesk dives into the reality of B2B marketing and how it can be challenging during times when budgets and headcounts are tight. She believes that navigating these challenges can actually enhance marketers' skills, emphasizing the need for close collaboration with CFOs. Amber also discusses direct mail trends and an effective outbound play yielding 50% conversions to opportunity for her sales team. She highlights the importance of evaluation, even during times of growth, and addresses the challenge of aligning team members with different backgrounds on the significance of analytics.
Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Amber Bogie: https://www.linkedin.com/in/amber-bogie/
Follow Sofia Silva: https://www.linkedin.com/in/sofiaalexandrasilva/
Follow Amber Rhodes: https://www.linkedin.com/in/amber-a-rhodes/
Check out Amber Rhodes’ Podcast “Everything’s Coming Up Marketing”: https://www.linkedin.com/company/everything-s-coming-up-marketing/
Follow Justin Fordham: https://www.linkedin.com/in/justin-fordham/
Check out Justin’s Podcast “Revvin’ The Revenue Engine”: https://www.linkedin.com/company/revvin-the-revenue-engine/
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
Timestamps:0:00:00 Intro
00:00:00 Intro
00:01:50 Scrutiny and Evaluation in Squeeze Growth Times
00:03:51 The Impact of Data-Driven Marketing
00:05:33 The Value of Marketing Operations at Reachdesk
00:07:06 Cross-Functional Alignment and Collaboration for Business Impact
00:09:00 Demand Generation Metrics and ABM Strategies
00:11:16 Evaluating Channels and Optimizing Spend for Increased Conversion Rates
00:15:42 Improving Conversion Rates Through Utilization of Chili Piper Concierge
00:17:25 Optimizing Demand Gen and ABM Strategies at Reachdesk
00:19:28 Demand Gen and ABM Strategies for ABM Light Campaigns
00:21:04 Implementing an Effective Account-Based Marketing Strategy
00:23:34 Utilizing Direct Mail in Go-To-Market Strategies
00:25:19 Gifting Strategies for Outbound and Inbound Marketing Campaigns
00:30:16 The Benefits of Gifting for Business Relationships
00:33:46 Brand Exposure Through Events and Sponsorships
00:36:50 Leveraging Events for B2B Marketing Success
00:39:51 Team Growth, and Mentorship
00:42:12 Influencers and Mental Health in Marketing
00:44:24 Under-the-Radar Revenue Operations Tactics
00:45:47 Leveraging Communities and Advocacy for Growth
00:47:12 Wrap up
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re...
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Silvio Perez, the founder of AdConversion, shares his perspective on what it takes to run a successful B2B paid ad program in 2023 with Tara Robertson on this episode of Demand Gen Chat. Silvio also shares valuable insights on Google’s shift away from third-party cookies in 2024 and the impact of remarketing audiences, suggesting that it is equally, if not more important than an email list due to low open rates and high opt-in costs.
They also chat about ungated content, the importance of audience size and targeting for profitable investments, and creating epic content to position a company as a thought leader.
Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Silvio Perez: https://www.linkedin.com/in/silvio-perez/
Gated: https://www.gated.com/
Canberk Beker from Cognism: https://www.linkedin.com/in/canberkbeker/
AdConversion’s Website: https://www.adconversion.com/
Ad Conversion’s Youtube: https://www.youtube.com/c/AdConversion
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
Timestamps:0:00:00 Intro
0:02:37 The Benefits of Retargeting Audiences and Content Consumption in a Post-Third Party Cookie World
0:04:22 Audience Building Strategies for Digital Marketing
0:05:20 Granular Funnel Orchestration for B2B Companies
0:11:22 The Importance of Sweating the Small Details in Digital Marketing
0:14:34 Challenges of Paid Media Programs in B2B Marketing
0:18:20 Analysis of Google Ads Performance and Budget Allocation
0:19:49 Optimizing Performance Ads: Leveraging Automated Bid Strategies and Tracking Server-to-Server Conversions
0:23:56 New Tactics for Acceleration Campaigns in Demand Generation
0:25:43 Exploring Low-Cost Advertising Strategies to Improve Sales Cycle Time
0:27:38 Retargeting Strategies on Twitter and YouTube
0:29:04 Analysis of Claude Hopkins' 18th Century Advertising Strategies and Modern B2B Marketing Tactics
0:32:15 Optimizing Paid Campaigns for Maximum Efficiency and ROI
0:35:22 Paid Search Strategies for Budget Restraints
0:37:07 Paid Media Optimization Strategies
0:41:30 Analysis of Inefficiency in Digital Advertising Spend
0:43:06 Heading: Ad Conversion Academy Launch: Five Commitments to Students
0:44:51 Paid Media Expertise
0:46:17 Optimizing Landing Pages for Improved Conversion Rates
0:47:47 Wrap up
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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Are you still under the impression that demand generation is just a tactic or a single person's responsibility?
In this podcast episode, Tara Robertson is joined by the co-founders of Storybook Marketing, Liam Moroney and Graceanne MacDonald, to debunk the biggest misconceptions about demand generation and emphasize the importance of a holistic approach throughout the team.
They stress the importance of understanding the customer journey and using the right channels to reach the right people.
They also discuss the importance of audience research and getting feedback from the sales team to figure out what works best.
Episode Links:Follow Tara on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Liam: https://www.linkedin.com/in/liammoroney/
Follow Graceanne: https://www.linkedin.com/in/graceannedomino/
Check out Storybook Marketing: https://www.storybookmarketing.io/
Follow Amanda Natividad: https://www.linkedin.com/in/amandanat/
Follow Rand Fishkin: https://www.linkedin.com/in/randfishkin/
Follow Justin Rowe: https://www.linkedin.com/in/justin-rowe-4043339b/
Katelyn Bourgoin: https://www.linkedin.com/in/katebour/
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
Timestamps:00:00:00 Intro
00:01:50 Demand Gen Tactics and Strategies
00:03:41 The Definition of Demand Generation for Marketing Teams
00:04:58 Effective Strategies for Reaching Customers
00:06:34 The Relationship Between Sales and Marketing Teams
00:11:16 The Role of Marketing in Generating Pipeline and Revenue
00:16:41 Exploring the Benefits of Podcasts for Lead Generation
00:18:20 Outbound Marketing Strategies
00:20:11 Coarse Correcting and Fixing an Outbound Function
00:22:32 Coordinating Outbound and Inbound Marketing Strategies for Maximum Effectiveness
00:24:23 Lead Scoring and Intent Data in B2B Marketing
00:29:50 Emotionally-Driven Marketing Decisions
00:31:16 Defending Long-Term Strategies in the Face of Short-Term Budget Cuts
00:34:52 Reallocating Marketing Budgets and Looking Ahead to the Future
00:36:30 Leveraging Lean Marketing Strategies for Maximum Impact
00:40:13 Wrap up
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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Demand Gen Chat is back in 2023 with a brand new season!
In the first episode of Season 4, Tara Robertson chats with Isaac Ware, the Director of Demand Generation at UserGems.
Issac shares his experience running account-based marketing (ABM) campaigns with a small team and their ability to run 300 one-to-one ABM campaigns per month!
Isaac also discusses the challenges of attributing success to a specific team in ABM programs, especially when using paid media to measure success. He suggests tracking which ABX accounts are turning into revenue. Isaac also shares how his team heavily aligns marketing, ADR, and sales to make the most of their ABM program, and walks through how they personalize ads to each account, while tracking job changes to target the right people at the right time with their ABM ads.
Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Issac Ware on Linkedin: https://www.linkedin.com/in/isaac-ware/
Check out UserGems: https://www.usergems.com/
Follow Claire Corriveau, Head of Demand Generation at Cobalt: https://www.linkedin.com/in/clarecorriveau/
Read the key takeaways from the interview: www.chilipiper.com/podcast/how-a-small-team-scales-300-abm-campaigns
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
Timestamps:0:00:00 - Intro
0:01:54 - The Challenges of Attribution in ABM Programs and a Success Story
0:03:42 - Exploring ABM Attribution and Metrics for Successful Campaigns
0:05:00 - Tracking ABM Performance Through Paid Ads and Outbound Programs
0:07:25 - Conversation on User Gems' ABM Program and Marketing Team Structure
0:09:27 - UserGems’ Lean Team
0:11:38 - Exploring the Benefits of UserGems for Paid Media Marketing
0:16:24 - Collaboration between Customer Success and Marketing for New Use Cases
0:17:44 - Collaboration Between Marketing and Customer Success Teams for Landing Page Creation
0:20:55 - Analysis of LinkedIn Performance During COVID-19
0:22:55 - Exploring Paid Media Marketing Strategies and Attribution Metrics
0:26:46 - Utilizing Gong Triggers for Employee Engagement
0:28:22 - Expansion and Churn Reduction Strategies
0:30:04 - Exploring Cobalt's Approach to Selling into Sales and Marketing
0:31:15 - Wrap Up
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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In the latest episode of Demand Gen Chat, I spoke with Latané Conant, Chief Market Officer at 6sense. Latané has a fresh perspective as a marketing leader thanks to her sales background.
We chat about hiring and building a marketing team, and how to keep a team engaged and motivated even through tough times. Latané also shares how her team works with sales and approaches ABX to engage the 10+ contacts they need to win an opportunity today. She also shares a sneak peek of the second edition of her book No Forms. No Spam. No Cold Calls.
Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertson
Follow Latané: https://www.linkedin.com/in/latane-conant/
Check out Matt Heinz’s content: https://www.linkedin.com/in/mattheinz/
Check out the Empowered CMO Network Board Book: https://empoweredcmo.com/board-book/
About Demand Gen Chat:
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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In this new episode of Demand Gen Chat, I spoke with Colin White, Head of Demand Generation at Clearbit. Colin’s career started in software development and he pivoted into marketing, where he’s focused on driving revenue growth.
If you’re a marketer focused on driving top-of-funnel leads and looking to have an impact further down the funnel you won’t want to miss this episode. We chat about how Colin approaches setting KPIs for individuals on his team (including Marketing Ops), and how to prioritize program ideas for the highest impact. Colin also shares how his team at Clearbit balances the science and ‘gut feel’ of marketing to set and achieve their goals.
Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertson
Follow Colin: https://www.linkedin.com/in/maybecolin/
Check out Nick Bennett’s content: https://www.linkedin.com/in/nickbennett1/
About Demand Gen ChatDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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In this new episode of Demand Gen Chat, I spoke with Tim Davidson, Senior Director of Digital Marketing at Directive. Tim started his time at Directive working with clients at software companies looking to source more pipeline and revenue from their paid channels, his focus now is growing Directive’s own marketing.
You won’t want to miss this episode if you’re a marketer who’s looking to grow your own following or if you’re trying to start posting more creative content on your company’s LinkedIn page. We chat about how to approach figuring out the right mix of demand creation and demand capture programs for your business. Tim also shares common areas B2B marketers are wasting spend and how to identify and cut these programs immediately.
Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertson
Follow Tim: https://www.linkedin.com/in/tadavidson41/
Check out Gaetano Nino DiNardi’s content: https://www.linkedin.com/in/officialg/
About Demand Gen Chat:
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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In the newest episode of Demand Gen Chat, I spoke with Ashley Wilson, co-founder and COO at Momentum. Ashley’s career started in marketing and she has since co-founded Momentum, a sales automation platform for revenue teams.
If you’re a marketer looking for guidance on the best way to update your leadership team on how marketing is going, you won’t want to miss this episode. We also chat about how Ashley approached making her first marketing hire, how marketers should spend their first 30 days in a role to have the biggest impact, and how getting your messaging right can help position your product as a must-have vs nice to have when budgets are tight.
Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertson
Follow Ashley: https://www.linkedin.com/in/awilson820/
Check out the Inside Olivine newsletter: https://olivinemarketing.substack.com/
About Demand Gen Chat:
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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In this new episode of Demand Gen Chat, I spoke with Darrell Alfonso, Global Marketing Operations at Amazon Web Services (AWS) and author of The Martech Handbook. Darrell has been at AWS for over three years, and his team empowers thousands of marketers around the world to do their best work.
We spoke about marketing ops don’ts and the most common mistake Darrell sees when B2B marketers run A/B tests. Darrell also shared how ops can set KPIs to work towards things they'll be proud of, versus spending all year putting out fires and fixing issues in other marketers’ campaigns.
Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertson
Follow Darrell: https://www.linkedin.com/in/darrellalfonso/
Check out Amanda Natividad’s content: https://twitter.com/amandanat
About Demand Gen Chat:
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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In this week’s episode of Demand Gen Chat, I spoke with Corrina Owens, Senior ABM Manager, Enterprise at Gong. If you’re in B2B, you probably know Gong and see their marketing content everywhere so I was excited to meet Corrina and learn about what goes on behind the scenes and how they measure success. Listen to this episode to hear Corrina’s take on why true personalization is always better than customization, how us marketers could be better at working with sales on ABM, and how the marketing team at Gong is structured. We also swap hot takes on what we’d love to see change on our LinkedIn feeds.
Show Notes:
Follow Tara: https://www.linkedin.com/in/taraarobertson
Follow Corrina: https://www.linkedin.com/in/corrina-owens/
TikTok: https://www.tiktok.com/@featuring_Corrina
Check out Liam Moroney’s content: https://www.linkedin.com/in/liammoroney/
About DGC
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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Episode Description
In the newest episode of Demand Gen Chat, I spoke with Katie Meeker, the Director of Customer Marketing at iCIMS. Katie has been at iCIMS for over 13 years, originally joining the marketing team as an events coordinator, and now leading customer marketing. Customer marketing is a relatively new function that is growing quickly so I was very excited to learn from Katie. Listen to this episode to hear why customer marketers should report into marketing, the martech stack iCIMS uses to power their customer marketing programs, and Katie’s predictions for the future of the role.
Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertson
Follow Katie: https://www.linkedin.com/in/katiemeeker/
Check out the Customer Marketing Certification by Product Marketing Alliance: https://certified.productmarketingalliance.com/p/customer-marketing-certified
About Demand Gen ChatDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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In this episode of Demand Gen Chat, I chatted with Hillary Carpio, Director of ABM at Snowflake. Hillary leads an ABM team of 18 marketers that support 100s of sales reps across North America and Latin America. We talked about how her team works cross-functionally to drive success with their ABM programs, how they measure ABM at Snowflake, and why ABM is no longer just display ads and direct mail.
Show Notes:
Follow Tara: https://www.linkedin.com/in/taraarobertson
Follow Hillary: https://www.linkedin.com/in/hillarycarpio/ https://thehillarycarpio.com/
About Demand Gen Chat Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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