Episode Summary
In this episode, Julie Liu, the Senior Vice President of Strategic Initiatives and Marketing at AvePoint, shares her unique journey into the world of B2B marketing. Despite not having a traditional marketing background, Julie has built a successful career by embracing a "T-shaped" approach - being a strong generalist with deep expertise in specific areas. She discusses AvePoint's consistent go-to-market strategy, which is centered around a buyer journey framework spanning five stages from "horizon scanners" to "clients." Julie emphasizes the importance of aligning the entire organization around this framework and associating each stage with specific metrics. She also highlights the value of investing in the next generation of marketers, focusing on cultivating curious, risk-taking individuals who can bring diverse perspectives. Looking ahead, Julie predicts a shift towards targeting end-users rather than just economic buyers, underscoring the need for adaptable, data-driven marketing strategies.

About the guest

Julie Liu is the Senior Vice President of Global Marketing at AvePoint, a SaaS and data management platform that manages and protects data to secure collaboration in the Microsoft Cloud, SharePoint, Salesforce, and Google. Julie is an industry-recognized marketing leader, most recently mentoring others to create scalable marketing strategies, launching a sustainable global partner program, and establishing AvePoint as a publicly traded company.

Connect with Julie Liu

Key takeaways
- Embrace a "T-shaped" approach to marketing - be a strong generalist with deep expertise in specific areas. This versatility is crucial as the marketing landscape continues to evolve.

- Implement a consistent, organization-wide buyer journey framework to align sales, marketing, and customer success. AvePoint's 5-stage model (horizon scanners, explorers, hunters, active buyers, clients) helps drive targeted strategies and metrics.

- Empower and invest in the next generation of marketers. Look for self-starters, problem-solvers, and risk-takers who bring diverse perspectives, not just those who think like you.

- Anticipate a shift towards targeting end-users, not just economic buyers, as AI and technology increasingly influence the buyer's journey. Adapt marketing strategies to focus on overall account growth, not just individual leads.

- Establish "strategic plays" where all resources are concentrated to achieve significant, measurable outcomes, rather than spreading efforts too thin across multiple initiatives.

- Leverage inspiring figures like Paid Playa, Scott Brinker, and Brene Brown to inform your marketing approach, from martech to interpersonal relationships.

Quotes
"I will never stop learning, because the market changes, right? So the second that I get comfortable is the second I become useless." -Julie Liu

Recommended Resource

Books:

- Transforming the B2B Buyer Journey

- Hacking Marketing

- Brene Brown’s books

⁠Connect with Julie Liu⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary
In this episode, Avishai Sharon, Co-founder and CEO of Trend Demon, discusses the evolving landscape of B2B marketing and the rise of account-based strategies as a solution to the challenges posed by traditional demand generation tactics. He shares data-driven insights on the changing buyer journey, highlighting decreases in buying group size and website engagement, but increases in conversion rates and marketing investment. Avishai emphasizes the critical role of storytelling and audience captivation in supporting the buyer's process, rather than solely focusing on lead capture. He provides recommendations for better alignment between marketing and sales teams around target accounts and the use of listening technologies and AI to optimize account-based efforts. Avishai predicts that ABM's future evolution will center on understanding anonymous buying groups and orchestrating seamless journeys across multiple channels.

About the guest

Avishai Sharon, Co-founder and CEO of Trendemon, is a passionate entrepreneur with 20 years of experience in the marketing and sales technology landscapes and their transformative potential. Prior to leading Trendemon, a company revolutionizing the way B2B marketers can effortlessly optimize website experiences and orchestrate buyer journeys, Avishai founded GISight, a leading software development agency serving Fortune 500 customers. He developed his leadership skills during his tenure as an officer in the Israeli Air Force, serving in various key technological roles.

Connect with Avishai Sharon

Key takeaways
- Traditional demand generation tactics are becoming increasingly ineffective, leading to the rise of account-based marketing (ABM) as a solution.

- Buyer behavior has shifted, with buyers remaining more anonymous and having greater control over their journey. This has resulted in low conversion rates from MQLs to pipeline.

- Data analysis by Trend Demon reveals decreases in buying group size and website engagement but increases in conversion rates and marketing investment, indicating a potential shift from the bear economy.

- Storytelling and consistently captivating audiences are critical for demand generation, moving beyond just lead capture. This requires educating leadership on the new marketing landscape.

- Sales teams need to focus on listening and providing value to support the buyer journey, with the gap between good and poor sales performance widening.

- Alignment between marketing and sales around target accounts is essential, with a shared understanding of the buying group and the inputs required to qualify and vet accounts.

- Leveraging listening technologies and AI can help uncover insights, personalize content, and orchestrate buying group journeys across multiple channels, which is a key focus for the future evolution of ABM.

Quotes
"If we are doing our job correctly, we are saving our buyers time. And I think this should be probably the main benefit, or the main advantage, or the objective of any go to market organization." -Avishai Sharon

Recommended Resource

Podcasts:

- NexGen CMO with Kelly Hopping

- Nick Bennett’s People-First GTM Model on Marketing Powerups podcast

Connect with Avishai Sharon⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary
Vinod shares insights from growing revenue by 40x in 7 years. Some key strategies include understanding customers thoroughly, offering a diversified portfolio of solutions, and networking extensively. Vinod also emphasizes the importance of building effective relationships with decision-makers through mutual respect, problem-solving focus, and self-awareness. He recommends staying informed by reading competitors' reports, attending industry events, and maintaining a strong professional network.

About the guest

Vinod Venkatesan is the Vice President of Sales, Strategic Accounts at Amkor Technology Inc. He is one of the emerging leaders at Amkor and is a results-oriented, technology-focused sales executive. Vinod is a problem solver at heart, questions the status quo, passionate about impactful leadership, and is driving change to continue to deliver growth for his organization.

Connect with Vinod Venkatesan

Key takeaways
- Understand your customers thoroughly by learning about their business, market position, goals, challenges, and future plans

- Offer a diversified portfolio of solutions to manage risk and provide solutions for multiple customer needs 

- Build strong relationships through mutual respect, acting as a problem solver rather than taking sides, and having open conversations

- Stay informed by reading competitors' reports, listening to industry podcasts and talks, and regularly networking with contacts in your field

Quotes
"You really need to learn everything about what your customer is doing, their market position, and more importantly, where they're headed." -Vinod V. on understanding customers.

Recommended Resource

Leadership podcasts to gain different perspectives from various roles and industries

TED Talks for innovative ideas and insights

Industry-specific newsletters

Earnings calls, 10-Ks, and investor presentations for valuable market intelligence

In this episode of Sunny Side Up, host Brian Horvath engages in an enlightening conversation with Karen Stephens, Chief Revenue Officer at Revinate, about the role of AI and first-party data in the hospitality industry. They explore how AI is being embraced in the industry, its benefits in terms of automation and improved guest experience, and the importance of integrating AI technologies with first-party data. They also discuss the challenges hoteliers face in aggregating and leveraging data effectively, ensuring data privacy and compliance, and offering valuable recommendations for industry resources.

Karen emphasizes the necessity for hoteliers to align with evolving technology, compliance laws, and data privacy standards like GDPR. The conversation also touches on the benefits of industry partnerships for better data handling, using Revinate’s collaboration with Amazon Web Services as an example. To conclude, Karen advocates for the organization and effective utilization of data at different levels within the hospitality industry. This insightful episode offers a deep dive into the intersection of hospitality, technology, and data privacy.

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In this episode of Sunny Side Up, host Erik Blaze interviews Jay Hinman, the VP of Marketing at Vibes, a trusted mobile engagement platform for enterprise brands. They discuss the evolution of Demand Generation (Demand Gen), highlighting how it has transitioned from being seen as a cost center to a revenue center, largely due to advancements in cloud-based marketing automation platforms and the rise of Account-Based Marketing (ABM). He delves into the shift in success metrics in the field and how Vibes helps brands nurture customer relationships on mobile platforms. Jay further explores the engagement gap between email marketing and mobile app marketing and the future of mobile marketing technology. Finally, they discuss navigating economic downturns and the power of testing and learning from small successes.

⁠⁠⁠⁠Connect with Jay Hinman⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Jordan Saucedo interviews Clint Buechler, a demand generation manager with experience in SaaS, FinTech, payments, and real estate. They discuss the importance of combining product marketing and demand generation roles to create a successful ABM program. Clint shares his insights on setting up the data structure, analytics, and testing for success. He also provides segmentation tips, leveraging tools such as chatbots for audience list building and competition monitoring, using firmographic, demographic, and technographic data, and integration partners to segment accounts. Additionally, he suggests looking at LinkedIn ads impressions and job titles when setting up campaigns to capture demand. Finally, they discuss the need for sales engagement and getting buy-in from sales and marketing teams as well as finding product-market fit and having the right message for the right audience at the right time. 

⁠⁠⁠⁠Connect with Clint Buechler⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Katharine Noonan interviews Cristy Garcia, Chief Marketing Officer at impact.com. Cristy explores the skills and qualities a modern CMO needs to be successful in their business and career. She discusses the importance of being data-driven, understanding digital marketing channels, and having a creative mindset. She also explains why it’s important to invest in relationships and stay up-to-date with trends in the rapidly evolving marketing industry. Cristy then touches on advice for leveraging partnerships as a more efficient way to drive growth and revenue in challenging times. Finally, she talks about how CMOs can stay ahead by understanding Gen Z and the latest technologies.

⁠⁠⁠Connect with Cristy Garcia⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Rory Costello interviews Michael McCunney, VP of Marketing at Revenue Analytics and winner of the 2022 CMO Club Marketing Award for Creativity and Storytelling. He shares his experience of applying to the CMO Club and getting rejected before reapplying with a larger company. He discusses the importance of investing in communities to build relationships, gain knowledge, and strengthen self-confidence. He encourages junior marketers to speak in terms of revenue, sales, and costs to earn respect from C-Suite peers. Michael also talks about his upcoming book, Marketer One, aimed at marketers who are a team of one or entrepreneurs who need to do their marketing. The book will offer practical advice on how to build and scale a MarTech stack, build a W2 team, and avoid landmines along the way.

⁠⁠⁠Connect with Michael McCunney | ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Robert Hall interviews Chris Shakarian, a startup marketing leader, about the world of strategic data assets and their impact on modern-day marketing. Shak believes that companies can gain an advantage in the market by leveraging the strategic data assets generated by customers using their products. Rather than just talking about the value delivered, showing it through data is more effective in a world oversaturated with content and advertising. Chris emphasizes the value of software as a means to gather data and provide actionable insights. One example he highlights is Gong, a call recording tool that collects voice data and performs meta-analysis to provide insights on talk ratios and business outcomes. He also acknowledges the threat of ChatGPT, a generative tool for marketers, but argues that critical thinking and the use of strategic data assets are still crucial for differentiation from competitors. Chris stresses the importance of embracing the concept of a strategic data asset and using it for an unfair advantage in the market. By finding unique data within the product, picking insights that align with buyers’ needs, and exposing it through static forms or real-time dashboards, companies can create a unique marketing strategy that draws people in rather than just “shouting from rooftops.”

⁠⁠Connect with Chris Shakarian⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Isaac Atashkar interviews Ryan Almond on the evolution of Account-Based Marketing and how ABM has changed over the past two decades. From a salesperson’s one-on-one customer relationship to leveraging technology for personalization and a better customer experience, Ryan explains how to scale an ABM strategy enterprise-wide. He suggests piloting it first, setting shared goals between sales and marketing teams, leveraging technology, and building the right strategy. Also discussed is the importance of starting small, scaling deliberately and incrementally, and having a strategy in place before implementing technology. They also introduce the concept of an “account-based enterprise,” which speaks to aligning all functions within an organization to provide customers with a first-class experience throughout their lifetime relationship with the company.

Additionally, they discuss Artificial Intelligence, automation, and deflationary technologies that are aiding in this trend, as well as how companies such as Henkel have achieved success due to their long-term vision and focus on delivering value. 

⁠⁠Connect with Ryan Almond⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Joe Delamere interviews David Levy, Vice President of America’s Marketing at Foundever, about the power of growth marketing and the importance of taking a data-driven approach to the customer life cycle, from acquisition to engagement and retention to revenue generation. David discusses how personalization is key and why companies must focus on understanding customer pain points to tailor campaigns that will reach customers with the right offers in the right channels at the right moments. He talks about strategies for account-based marketing and what it takes to create an effective narrative. He also discusses generative AI, marketing strategy, customer experience, and other topics related to understanding consumer psychology. Finally, he addresses why marketers should keep the macro-context in mind while creating messaging that resonates with buyers. 

⁠Connect with David Levy | ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Lisa Josephson interviews Marcus Lancaster, VP of Strategic Sales for Quad, who shares Quad’s journey from a family-owned printing business to a leading marketing solutions provider. They’ve expanded through organic growth and acquisitions, adding services like photography and content creation workflow solutions to stay relevant. Quad offers consulting and creation services throughout the marketing journey, and its 2023 brand campaign aims to raise awareness and highlight its unique approach. Marcus discusses Quad’s agile approach, focusing on analytics and audience curation to serve customers effectively. He stresses the importance of adapting to stay ahead, providing tailored solutions for success in the direct-to-consumer space. Marcus also advises career starters: to listen more, seek feedback, and embrace continuous learning.

⁠⁠Connect with Marcus Lancaster | ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Michael Malone interviews Clayton Ruebensaal on the topic of the obsession advantage and its importance in unleashing competitive edge and inspiration. Clayton, an experienced leader in marketing and analytics, shares insights on how obsession fuels the pursuit of extraordinary accomplishments, citing NASA’s success in getting a man to the moon. The conversation explores the challenge of getting different stakeholders on board with a singular mission, emphasizing the power of creating a unified focus on improving customer experience. Clayton shares how a focus on safety at Alcoa Aluminum Company led to better communication and accountability. The conversation also examines successful companies like Apple and Google that have chosen a central thought or identity as their key to success, emphasizing the advantages of a singular focus. Clayton also shares personal experiences at American Express during the pandemic, where focusing on helping businesses led to high ROI.

⁠Connect with Clayton Ruebensaal | ⁠⁠⁠⁠⁠Follow us on LinkedIn

Episode Summary This episode provides insights into effective global marketing strategies and cultural considerations for international expansion. Manuela Furtado shares best practices for localizing content and campaigns to resonate with target audiences in different countries and cultures. She emphasizes the importance of understanding local markets through research and tailoring strategies for each region. Manuela also discusses the need to align global and local marketing efforts with sales to ensure consistent branding while making the experience culturally relevant in each new market. Overall, the episode offers guidance to companies on prioritizing localization from the start of their global expansion planning.

About the guest

Manuela Furtado has 25 years of experience in the localization industry, driving innovative processes and technologies. With a strong background in languages and communication, she expertly guides clients through best practices, whether they are new to localization or looking to expand their global reach to maximize impact. As a leader in Sales and Account Management, Manuela excels in building meaningful relationships across the globalization ecosystem. She adeptly matches client goals with the most targeted services, technologies, and expertise, ensuring optimal results.

Connect with Manuela Furtado

Key takeaways
- Understand target audiences' cultural sensitivities and preferences through market research

- Tailor marketing strategies, content, design, and messaging for each local market

- Maintain brand consistency while adapting campaigns to be culturally relevant 

- Involve localization experts from the beginning of global expansion planning

- Align global and local marketing efforts with in-country sales teams

- Start with pilot testing and localization of the most important pages/content

- Ongoing testing and adaptation is needed as the localization process is continuous

Quotes
“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.”

-Manuela highlights Nelson Mandela’s quote that emphasizes the importance of truly connecting with target audiences by speaking to them in their language at a deeper, emotional level rather than just translating.

Recommended Resource

Books
-"Take Your Company Global" by Nataly Kelly.

Websites
-BornToBeGlobal.com by Nataly Kelly - Accompanying blog to the book above.

-AlphaCRC - For localization case studies and resources.

-Nimdzi Insights - Consulting agency that publishes content on localization.

-Slator - For content on localization and multilingual insights.

-CSA Research

-Locworld- A conference for localization professionals, networking, and industry innovation.

On this episode of Sunny Side Up, host Rory Costello talks with Benjamin White, VP of Business Development at Ironscales, about his successful career building a sales team in cybersecurity. Ben emphasizes the importance of creating a familial culture, personalization in outbound sales communication, and hiring and training efficient business development representatives (BDRs). He also discusses the challenges of working remotely and provides tips on overcoming isolation through daily standup meetings, continuous learning, and supportive team culture. Ben stresses the significance of asking questions as a leader and embracing continuous learning for personal and professional growth.

⁠Connect with Benjamin White⁠⁠⁠ | ⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Devan Cohen interviews Amy Vosko, VP of Revenue Marketing at PathFactory, about sales and marketing success in today’s market. She emphasizes the importance of technology to bridge gaps between teams and align resources. Amy also highlights the need for both sales and marketing to target audiences and prove their methods through a methodical BO process. She advocates for a holistic approach to account-based marketing (ABM) and emphasizes the importance of using smart signals for effective decision-making. ABM can be used to retain and expand existing customers by creating bespoke conversations and addressing their needs effectively. Amy encourages having a supportive professional community and giving back by mentoring others.

Connect with Amy Vosko⁠⁠ | ⁠⁠⁠Follow us on LinkedIn

On this episode of Sunny Side Up, host Rory Costello speaks with marketing expert Sherry Grote about supercharging your marketing organization. Sherry shares her experience building high-performing teams and emphasizes the importance of collaboration between sales and marketing teams. They discuss tactics for facilitating this collaboration and highlight the need for nimble, results-driven approaches. Sherry also shares her playbook for achieving growth through effective marketing strategies, including building a demand gen engine, partnering with the right companies, and creating hyper-personalized account-based approaches.

Connect with Sherry Grote⁠ | ⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Katherine Noonan interviews VP of Product Jeff Freeman on hybrid engagement models. Jeff shares his career journey from small tech companies to Fortune 100 firms and startups, and his current role at Postal, where he focuses on offline engagement through corporate gifting and B2B connections. They discuss Postal's latest offering - Postal ABM - for account-based marketing (ABM), and the importance of offline engagement in today's saturated digital channels. Jeff emphasizes the need for a combination of B2B ads, email outreach, and offline engagement, and mentions that the new investment in Postal's product will lead to deeper ROI reporting. The conversation also covers virtual events and activities, the use of Postal's ABM product for marketing and sales alignment, and the importance of measuring engagement and ROI.

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In this episode of Sunny Side Up, host Rory Costello interviews Mishaal Murawala, VP of Marketing at MacroFab. Mishaal discusses how marketing can enhance business growth and customer relationships in the manufacturing industry. He highlights the importance of quality products and manufacturing, and how marketing starts before clicking on an ad. B2B manufacturing marketers face unique challenges due to a lack of marketing and measurement products. Mishaal stresses the need for agile marketers who can handle chaos and have expertise across different marketing functions. They also discuss how technology has changed manufacturing processes, providing valuable insights into marketing challenges and opportunities in the manufacturing industry.

Connect with Mishaal Murawala | ⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Andrew Smith talks with Andrea Winkle, a leader in the IT channel space and a 16-year veteran of Insight Enterprises. Andrea shares her journey of helping Insight transform from a reseller to a bold solutions integrator, as well as how their core values of Hunger, Heart, and Harmony have enabled them to become the leading solutions integrator for their customers.

She dives into the e-commerce transformation led by Amazon alum Rob Green, which enabled customers to have a consumer experience when purchasing for B2B. She also explains how Insight is adapting to the current economic climate to provide products and solutions that help simplify complex processes, cut costs, and remain innovative.

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In this episode of Sunny Side Up, host Tara Quehl talks with Preethi Janardhanan, the Lead Product Manager at Rapid Finance. Preethi has worked at startups, Fidelity Investments, and American Express and is now focused on launching Rapid's Lending as a Service solution. Tune in to hear about her journey and how Rapid Finance was able to quickly implement a loan origination platform to help the Small Business Administration (SBA) launch the Disaster Recovery Program for Covid Idle in April 2020. Hear about how she was able to accept 700,000 applications on day one and how their experience opened up a new product journey for Rapid. Learn more about what banks and FinTech need to do to stay ahead of the competition, including providing tailored and scalable solutions that meet customer expectations such as speed, efficiency, and transparency. Discover what trends are driving lending as a service today, such as shrinking availability of capital to small businesses, understanding data analytics and trends to minimize risk, tighter regulations, and digital transformation.

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In this episode of Sunny Side Up, host Lisa Josephson talks to Waseem Kawaf, about how unlocking the power of real-time insights and customized flows can transform the customer experience. Waseem has an inspiring career path that started in investment banking and moved on to working with big-name brands such as Bowes, Dell, and Rite Aid on their digital innovation. He'll explain how Stanley Security transformed their site experiences to become more focused and journey driven through the implementation of a chat feature that revealed hundreds of customers with real needs. He will also be sharing his story and how Stanley Security transformed its website to be more focused and the journey is driven by using chat. They will also discuss how to create a connected, frictionless customer experience by leveraging chat and marketing automation, gaining C-level buy-in, measuring conversion metrics, tracking customer intents, and building machine learning operations teams.

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In this episode of Sunny Side Up, host Ryan Schimmel talks to Jordan Rost about how streaming is revolutionizing the entertainment and media landscape. Jordan, who leads marketing for Roku's advertising business, explains how streaming has combined the best of traditional television with digital precision and accountability. They delve into topics such as how streaming services are giving viewers more control over what they watch, sports viewership in the streaming world, and shifting from acquisition to retention and lifetime value for marketers. Jordan also shares insights on new ad experiences being explored in streaming services, such as brands being part of the content discovery experience and allowing ads to be shoppable on the TV screen. As well, he dives into how marketers can leverage data to deliver more relevant advertising in light of a current economic downturn and provides resources to better understand the relationship between technology and its impact on focus and attention spans.

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In this episode of the Sunny Side Up podcast, host Tyler Gambardella interviews Jorge Quant, Vice President of Strategy and Marketing for the Americas of Carestream Health, a worldwide provider of medical and industrial imaging systems. They discuss how Carestream adapted to the pandemic by creating virtual spaces to showcase their solutions, and the future of B2B marketing in the current economic climate, stressing the importance of solving customers' problems in a better and more efficient way than competitors to create significant and relevant value and differentiate themselves to maximize profitability. Jorge also discussed the importance of understanding the customer's needs and how it is key for companies to be able to create value and differentiate themselves. He also talked about how companies need to be continuously listening to their customers to stay relevant and adapt to the changing market conditions. Ultimately, Jorge emphasizes the importance of a customer-centric approach in B2B marketing, even in a downturn, to be able to create value and maximize profitability.

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Episode Summary

This episode discusses account-based marketing strategies with guest Amanda Dyson. She shares insights on personalizing ABM approaches based on customer understanding rather than focusing on features. Amanda emphasizes the importance of collaboration between sales and marketing in areas like account nomination and campaign planning. She also outlines how ABM can support customer retention, upsell, and cross-sell efforts by building long-term relationships.

About the guest

Amanda is a 20-year B2B SaaS marketing veteran. She has run regional and global teams. She has a passion for people and results and a proven track record of success. She has held leadership positions in sales and marketing, including ABM, partnerships, demand gen, field and corporate marketing for global Supply Chain Management (SCM) and Enterprise Resource Planning (ERP) companies. When she’s not growing people or pipeline at leading tech companies, she enjoys spending time with her family in the mountains or at the beach, running daily, and practicing mindfulness.

Connect with Amanda Dyson

Key takeaways
- Lead with customer pain points rather than product features to build trust.

- Collaboration between sales and marketing is required through an account nomination process and campaign planning sessions.  

- Focus ABM efforts to avoid trying to sell everything at once and "boil the ocean."

- Leverage ABM for existing customers through custom landing pages and insider advocates to drive retention, upsell, and cross-sell.

- Overcommunicate ABM strategies internally through a living overview deck and consistent updates on calls and materials.

Quotes
"ABM is probably my favorite type of marketing because it can be disruptive and provocative. And, honestly, it's just all about the customer and how to stand out to them." -Amanda Dyson

Recommended Resource

Books
-"How Women Rise" by Sally Helgesen and Marshall Goldsmith 

-"Radical Candor" by Kim Scott

-"Amp It Up" by Frank Slootman

-Fiction books by Kristin Hannah and Frederick Bachman

⁠Connect with Amanda Dyson⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

On this episode of Sunny Side Up, host Eric McIntyre is joined by Dave Woolwine, Vice President of Sales for Americas at HackerOne. Dave has extensive experience in sales with mini high-growth companies and provides insights on the importance of building a high-performance team. Dave shares his journey from AE to leadership positions in the SaaS space and how companies should define their ideal employee profile (IEP) when hiring for high-growth positions. They discuss the difficulty and complexity of the hiring process for salespeople, as resumes often lack the information needed to determine if a candidate is suitable for the position. Additionally, Dave shares tips on creating an environment where employees can continually better themselves through training and leadership – even in a remote work environment.

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In this episode of Sunny Side Up, host Chris Moody interviews Julia McClatchy, a partner at McKinsey's Philadelphia office. Julia sheds light on the findings from McKinsey's new B2B growth equation report, which surveyed 3,500 B2B decision makers across 12 markets globally. Shel discusses how sales are increasingly becoming digital and how sales operating models are becoming more hybrid. Additionally, she explores the importance of using analytics and personalization to engage customers more effectively and to ensure sales teams are upskilled and trained properly. They also discuss the challenge of retaining top talent in the market and how companies need to get creative with their training approaches along with the disconnect between sales reps and managers in terms of understanding the key skills for customer growth as well as strategies for creating successful transformations. This conversation highlights the importance of hybrid selling in today's world as well as why it is expected to be the most dominant sales strategy by 2024. Join us as we learn best practices for building and designing world-class sales teams that emphasize collaboration, purpose, competitive compensation and incentive structures, lifelong learning, and a strong culture.

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In this episode of Sunny Side Up, host Eric McInturff interviews accomplished marketing leader Prachi Gore on building an agile go-to-market strategy. Prachi has nearly 15 years of experience in marketing, consulting, and driving demand generation, brand adoption, and operational efficiency. The guest shares her background in marketing, starting with consumer tech and digital marketing, and transitioning into B2B and large enterprise markets. The conversation also includes a discussion of Checkr’s strategic intent behind their acquisitions of ModoHR and GoodHire in 2020, and how they were directly tied to the company’s growth strategy, as well as potential changes and pivots in the go-to-market strategy that may be needed in the future.

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In this Sunny Side Up episode, Join Chris Allen and Jon Miller as they discuss building a content marketing organization that focuses on revenue marketing and meaningful content. Chris outlines four key players: governance, strategy, execution, and analysis. He discusses roles and responsibilities and the importance of a corporate narrative, leveraging technology to measure results, and staying up to date on trends. Chris also shares tips for maximizing reach and engagement on social media platforms and becoming a revenue center. Tune in for this insightful conversation about building a successful content marketing organization!

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Scott Brinker, VP of platform ecosystem at HubSpot shares his insights on the future of marketing technology. Scott discusses the concept of Martec’s Law and why organizations are not keeping up with technology’s advances. He discusses how change management is anxiety-provoking for many people, how marketers need to be strategic about which changes they embrace and talk about prioritization, and how marketers should think about using data to optimize their execution rather than just their technology.

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In this Sunny Side Up episode, host Jason Goldenberg interviews Jay Suggs, the Senior Director of New Business Development for Strategic Accounts and former Global Director of Diversity and Inclusion for Johnson Controls. They discuss how the concept of business leadership has evolved from managing to actual leadership over the past decade. Jay talks about his work in building and deploying diversity and inclusion initiatives within Johnson Controls, and his belief that inclusivity is essential for effective leadership. They also discuss Jay's role in cultivating new opportunities and clients as the director of business development for strategic accounts, and the exciting trajectory of Johnson Controls' digital platform and new platform solution, Open Blue.

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This episode of Sunnyside Up explores the importance of engaging with an audience on an emotional level in B2B marketing. Matt Quirk, Head of Digital Marketing for Insight Enterprises, joins us to discuss how understanding customer pain points and using emotional triggers can lead to successful campaigns. He shares his experience in applying psychology to marketing for Fortune 100 companies and small businesses alike and explains how organizations can pivot quickly to remain client-centric. Matt also provides insight into marketing and sales collaborations, multi-touch attribution, feedback sessions, optimization meetings, and other tactics that can drive digital transformation projects. He dives into an incredible project of his own which began with a single idea from marketing and resulted in vision work, machine learning, AI, data storage, cloud security, and more.

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Today’s guest is Jason Wilman, Head of Education Sales and GTM at Canva. Jason talks about how to sell to educators and make your products more user-friendly and intuitive. Jason discusses how the market depends on understanding the needs of educators and motivating them to use your products. That means focusing on impact rather than features, and providing training so that users can get the most out of EdTech applications.

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In this episode of Sunny Side Up, host Chris Moody talks with Neil Dowling, the chief marketing officer for Rightpoint, about go-to-market strategies for the future. Neil discusses the challenges facing marketers in the current climate, including the need to do more with less and the importance of articulating the value of marketing. He also highlights the opportunities that marketers have to demonstrate the value of their work and the potential for marketers to expand into new areas, such as talent acquisition. Overall, Neil emphasizes the need for marketers to come together to defend the value of their work in the face of increased scrutiny.

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In this episode of Sunny Side Up, Kim Kaminski, a technology marketing expert with more than 30 years of experience, discusses the importance of a strong and empowered leadership team for a CMO to focus more on market and strategy than day-to-day marketing activities. Listen in as Kim talks about how a CMO should have a bench across different areas of marketing and be able to make connections between different parts of the organization to prioritize and focus on customer needs.

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Episode Summary This episode discusses how buyer behavior is changing, especially in manufacturing, and the challenges companies face in aligning their sales and marketing strategies as a result. The guest, Kathy Macchi, shares her insights from over 25 years in the industry on how buyers are younger and want more control over the process. She highlights culture, technology, and data silos as major barriers for manufacturing companies looking to align. The discussion covers how account-based marketing (ABM) can help manufacturers by prioritizing the right accounts for large deals and providing a framework for collaboration. They emphasize starting simple with ABM and having a dedicated sales leader champion the approach.

About the guest

Kathy has thrived through 25 years in sales, marketing, and IT, and now leads Inverta’s consulting. She takes a no-nonsense approach to the role of digital skills, processes, and tools, and has helped Citrix, Microsoft, and HP transform their marketing. Additionally, she’s one of the foremost authorities in account-based marketing and has been certified by ITSMA as an ABM practitioner since 2007. Kathy conducts workshops, webinars, and training sessions, and has supported hundreds of ABM rollouts and scale-ups. When Kathy isn’t traveling the world, she enjoys a top-shelf vegetarian breakfast taco at her home in Austin, TX.

Connect with Kathy Macchi

Key takeaways
- Buyer behavior is changing, with younger buyers wanting more control over the sales process

- Major challenges for manufacturing companies in aligning sales and marketing include cultural resistance, lack of digital tools, and data silos

- ABM can help manufacturers target the right accounts for large deals, select key messages, and implement supporting technology

- When getting started with ABM, companies should pick the right sales leader, start simply, focus on goals and measurement, and continually reinforce the approach with sales

Quotes
"Buyer behavior is changing, they're no longer an individual buyer like you used to have, it's a buying group, and a lot of that buying group is anonymous.” -Kathy Macchi

Recommended Resource

Books
-The Next CMO

Podcast

-The Artificial Intelligence Show

⁠Connect with Kathy Macchi⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

In this episode of Sunny Side Up our guest is Melanie Deziel. A writer, speaker, and author with a background in marketing and sales. Melanie discusses the importance of proving value to your customers, the difference between objective and subjective claims, the types of claims that you need to market a product successfully, and much more.

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In today’s episode, we have Jennifer Renaud discussing what it takes to initiate gathering consumer insights and the ways to use this data for better strategizing. Jennifer is responsible for driving the company's marketing strategy and recently ran its first B2C campaign, which used customer insights to target homeowners directly. She talks about how this research helped them understand their target market better and how it was instrumental in redefining the buyer journey.

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In today's episode, Naren Chawla discusses the concept of revenue intelligence and how it can help businesses improve their overall revenue cycle. He shares how revenue intelligence can help identify where revenue is leaking and the challenges and benefits of focusing on an organization's current customers to grow revenue. Listen as he explores some of the key metrics that should be tracked to optimize an organization's revenue process. Finally, he provides examples of how revenue intelligence can be used to improve an organization's process and impact its top line.

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In this episode of Sunny Side Up our guest is Megan Morreale. Megan discusses how contextual targeting capabilities have helped her work with clients in different regions and languages, and how trial error was necessary to perfect the localization process and how she learned about taking into account how global differences necessitate a different timeline for campaigns, as well as localization of content to make it culturally relevant.

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In this conversation, Colin Gerber, Revenue Operations and Strategy Leader at Socure discuss his career path, how he first got into sales operations, and his experiences working at different scales in startups and larger companies. Colin shares his insights on systematic reorganization, being mindful of the importance of clear communication across the organization, and setting the team up for success.

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In today’s episode, Benjamin Richardson shares his story on building a marketing organization within Stanley Black & Decker, which became a catalyst to the company’s success. Listen closely as he shares his insights on selecting the right metrics, tools, and technologies to effectively lead the organization.

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In this episode of Sunny Side Up, Kevin Knight, a seasoned marketing leader with deep experience in consumer and enterprise marketing, discusses the importance of a strong and empowered leadership team for a CMO to focus more on market and strategy than day-to-day marketing activities. Listen in as Kevin talks about how a CMO should have a bench across different areas of marketing and be able to make connections between different parts of the organization to prioritize and focus on customer needs.

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In this episode, Michael Jackson shares his insights on the art of marketing. Tune in to gather practical information as he offers advice for marketers on how to improve their workflows and identify opportunities earlier, which can help move projects forward more quickly and efficiently.

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Today’s episode features Shashank Salunkhe. Listen as he shares his wisdom on solving the B2B marketing challenges with ABM and MarTech with his years of experience. Shashank describes how the concept of ABM X.0 can be used to better understand the buying patterns and intent of customers. This information is valuable for sales teams when writing emails, giving demos, and negotiating deals.

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In this episode, Ray discusses Demandbase Data Labs, which specializes in data sets, and how they have built data sets that inform users when a contract is up for renewal and how customers can sell into businesses that manage fleets of vehicles. Fleet insight is a data set that allows customers to identify the size of businesses with fleets, the function of fleets within those businesses, and what technologies are being deployed. By understanding these details, customers can target potential business prospects or customers.

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Episode Summary In this episode, host Chris Moody talks with John Common of Intelligent Demand about the ongoing challenge of aligning sales and marketing teams. They discuss why misalignment often stems from a lack of clear strategy and leadership guiding the organization. John emphasizes that B2B growth requires cross-functional collaboration but most companies still operate in silos. John also dives into common mistakes made with account-based marketing programs when they are treated as solely a marketing initiative. He outlines why traditional metrics like marketing qualified leads are outdated.

About the guest

John Common, CEO and founder of Intelligent Demand brings 20 years of expertise in growth strategy, technology, marketing, sales, and customer success. His career focuses on driving measurable revenue growth for tech and service firms, both internally and as an agency partner. Under his leadership, Intelligent Demand has emerged as a premier revenue growth agency, prioritizing its people, culture, and client success. John also hosts "Growth Driver," a podcast for B2B executives eager to drive growth, featuring thought leaders and experts.

Connect with John Common

Key takeaways
- B2B growth requires cross-functional alignment and collaboration, but most companies still operate in silos due to a lack of clear go-to-market strategy and leadership.

- Common mistakes with account-based marketing programs include treating it as solely a marketing initiative, not setting clear growth goals, and relying on outdated metrics like MQLs. 

- Companies need to critically examine their assumptions around go-to-market approaches and commit to developing integrated growth strategies, as traditional playbook methods are no longer effective.

Quotes
"B2B growth is a team sport, there is no go-to-market motion where cross-functional alignment is not." -John Common

Recommended Resource

Books
-Kotler on Marketing by Philip Kotler.

-Sales Pitch by April Dunford.

-Obviously Awesome by April Dunford.

Podcast
-⁠Growth Driver⁠

-⁠Lenny’s Podcast⁠

⁠Connect with John Common⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

In this episode, Paul Williams discusses the smart home industry in a lot of detail. He explains that a smart home is more than just a bunch of connected devices – it’s an experience that unlocks different possibilities for the consumer. For example, one possibility is that the home can be kept secure and monitored without anyone having to be there all the time. Paul also discusses product management and shares insights about how to identify candidates that would be a good fit for a position in this field.

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In today’s episode, Dan Cafiero speaks from years of experience when discussing the projection of marketing, particularly ABM. Listen in as he explains how to drive efficiencies by adopting a shift in campaign strategy. He emphasized the importance of targeting accounts and creating content based on where the customers are in the buyer’s journey.

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In today’s episode, we welcome Ikram Guerd as she shares her insights on how marketing has evolved and how marketers should be excited to take on the challenge of keeping up with approaches, technology, data, and tools. Listen carefully as she lays out practical steps to building up an efficient campaign and the key points to look for when conducting new business. She notes that it is especially important to take advantage of all the digital channels available to interact with customers.

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