This episode features an interview with Mary Wells, CMO at Cloudera, a software company that empowers organizations to transform complex data into clear and actionable insights. 

In this episode, Mary discusses her maniacal focus on strong foundations and operational efficiency, and how it allows her to experiment and take calculated risks. She also dives into her focus on simplified, consistent messaging and why CMOs need to tap into their inner CIO. 

Key Takeaways:

• Ruthlessly prioritizing foundations and operational excellence, especially with budgets, allows you to optimize, experiment, and take calculated risks. 
• CMOs need to tap into the inner CIO. CMOs have a tech stack and their organization is an expensive line item for a company. Scaling back and leaning into data and reporting gives the CMO a seat at the table and insights into what their customers need. 
• Mix matters to your audience. Do fewer things, but do them bigger and better, aligning behind one marketing strategy to find your customers where they are in the buyers’ journey.

Quote: 

•  ”The other strategy is what we're not doing and cutting down on the quantity. What we want to do are fewer things, but bigger and better. By breaking down these silos, we're able to do that, so that when I wake up on a Wednesday, like today, I don't have 50 marketing things happening today. Everybody in marketing now has one playbook and together we're making it happen. And with the strategy though, again, it's not just events, it's not just hands-on labs. Mix matters, and knowing where a prospect or a customer is in the buyer's journey lots of times helps me and the team gauge where we need to dial up and down. Sometimes it's video, sometimes it's a deep dive technical presentation, sometimes it's an event, digital, et cetera. And the idea is that mix matters based on the audience.” 

Episode Timestamps: 

*(05:37) The Trust Tree: Prioritizing operational excellence 

*(18:21) The Playbook: The value of comms

*(35:10) The Dust Up: Practice the pause – different day, different person

*(38:27): Quick Hits: Mary’s Quick Hits 

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Mary on LinkedIn
• Learn more about Cloudera
• Learn more about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Mika Yamamoto, Chief Customer and Marketing Officer at Freshworks, a company that provides powerful, easy to use Customer service, IT, and CRM software.

In this episode, Mika discusses surgically blending the physical and digital world, to create a campaign experience that sticks with prospects. She also talks about encouraging innovation from her team, tying marketing victory to sales’ success and focusing on customer over function. 

Key Takeaways:

• Blending the physical and digital world when creating campaigns can create more lasting impact and better returns.
• Allowing your team to divide and conquer different markets and functions allows people to specialize and be the best at what they do, an impossibility if they are doing too many things.
• Incorporating humanity and a recognition of the human on the other side, not only differentiates your marketing in a B2B space, it makes the whole job more enjoyable

Quote: 

• ”In terms of signals, what helps is that we have one operations function that works across all functions. There's traditionally been, marketing comes up and celebrates and says, “Woohoo, we did all this work, we’re green!” And then sales is saying, “Well, what the heck you can't claim victory because we haven't met our numbers. So how can you declare victory if we haven't met our numbers?” And so again, the construct that we have is we have one operations group in our organization, Freshworks. So, we have one dashboard that essentially ties together and we're still working on making those ties, but that ties together, marketing doesn't declare victory if sales can't. So, it's driving shared metrics in one dashboard versus this view of the world that is a marketing view, then a sales view then a product view. We want to drive one view, which is more customer focused versus functionally focused.”

Episode Timestamps: 

*(08:24) The Trust Tree: Divide and conquer different markets 

*(24:12) The Playbook: Focus on demand capture 

*(39:20) The Dust Up: Assumptions about sellers and marketers

*(42:49) Quick Hits: Mika’s Quick Hits
 

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Mika on LinkedIn
• Learn more about FreshworksLearn more about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Michael Freeman, VP of Marketing, Airbase, a procure-to-pay solution that simplifies purchasing.

In this episode, Michael discusses smart SEO strategy and the importance of investing in the distribution of your content. He also talks about how, while marketers are incentivized to demonstrate that they are generating pipeline, they still have to pursue the high ROI tactics that are difficult to measure and predict. 

Key Takeaways:

• If you create content, customers will not just come; they may never even find it. SEO is a core ingredient from the start, not an afterthought, and you need to find people with the language they use, understanding their intent. 
• Marketers are charged with generating pipeline and proving it, but they need to avoid neglecting high ROI tactics that may be difficult to quantify or predict. 
• Don’t just feed the content beast; make sure you are creating quality content purpose that has a genuine impact on your audiences. 

Quote: 

• “I've been at a lot of companies where there was just a mentality of feed the beast on the blog. And we don't do that here. Every post has a specific objective and purpose that we're trying to meet. Sometimes there's just some corporate brand stuff we need sales to be able to point to or use for other purposes, but 95, 96 percent of what we publish has a specific objective and purpose from a traffic or leads perspective. And we've done the research upfront to say, yes, we have a reasonable chance to achieve that objective before we commit the resources on that piece of content.”

Episode Timestamps: 

• *(04:14) The Trust Tree: Be smart about paid search 
• *(18:59) The Playbook: SEO and good content strategy 
• *(48:43) The Dust Up: Inheriting a bad website 
• *(51:11) Quick Hits: Michael’s Quick Hits
   

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Michael on LinkedIn
• Learn more about Airbase
• Learn more about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Every week on Demand Gen Visionaries we sit down with marketing leaders from some of the world’s largest and fastest-growing companies to uncover the demand gen strategies that have been fundamental to their skyrocketing success. For the first time ever we have a special edition of Demand Gen Visionaries Live. We sat down with the marketing legends that built Dreamforce and world-class speakers who were excited to share their insights, inspire you, and to make you think.

This episode features a live interview with featured panel speakers, Lauren Vaccarello, CMO at SalesLoft, Julie Liegl, CMO at Slack, Karin Flores, Vice President, Strategic Events, Customer Experience Center and Programs at Okta, and your host Ian Faison, CEO of Caspian Studios. 

---

Think of part of your budget as an innovation fund. What are the big bets that you and your team have come up with and, and those could vary. If you can architect it right, with the right customer experiences, and the right amplification across press and social, doing something kind of crazy and stunt like can actually make sense. - Lauren Vaccarello, CMO, SalesLoft

It’s about differentiating, if you can do an event in a way that is going to be special, whether it's going to an event or throwing an event, how do you make it different? It can't just be status quo, you have. Give people a reason that it's exciting, and that it matters.- Julie Liegl, CMO at Slack 

I think we are working in a world now where we really need to think about convincing people, and so I think you need to entertain them, motivate them, and inspire them beyond product, and what's going on in the world. - Karin Flores, Vice President, Strategic Events, Customer Experience Center and Programs at Okta

---

Episode Timestamps:

*(04:46) Marketing in uncertain times

*(07:13) Thinking of your budget as an innovation fund

*(08:40) Investing in like big name events this year

*(09:18) Differentiating you events from competitors

*(13:51) Curating an experience that's personalized

*(15:50) Human marketing and bringing humans together

*(20:08) Inspiring people beyond product

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

Connect with Lauren on LinkedIn

Connect with Julie on LinkedIn

Connect with Karen on LinkedIn

Connect with Ian on LinkedIn

Learn more about Qualified

Learn More about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Suresh Sathyamurthy, CMO of SingleStore. SingleStore helps businesses adapt more quickly, embrace diverse data and accelerate digital innovation by operationalizing all data through one platform. Prior to SingleStore Suresh held various product and marketing leadership roles with industry leaders like Microsoft, Palo Alto Networks, and Dell EMC helping build and grow emerging businesses in areas of Security, Data Platforms, and Cloud Services.

On this episode Suresh shares his insights into building high-impact partner ecosystems, ways to demonstrate value to your customers, and secrets to non-intrusive marketing.

---

“You have to focus on fewer, bigger partners at scale, so you can dedicate the time and energy with them. And then over time you’re creating proof points and value that other partners are going to look at and say, I want to be a part of that story. Create the energy and evidence that you need for partners to want to be a part of your ecosystem.” - Suresh Sathyamurthy, CMO,  SingleStore

---

Episode Timestamps:

*(02:18) - Suresh’s role at SingleStore

*(02:49) - Segment: Trust Tree

*(08:05) - Targeting developers to try your product

*(12:05) - Segment: The Playbook

*(14:04) - Providing value to users of your product

*(20:22) - The value of non-intrusive marketing

*(17:35) - Building high impact partner ecosyetems

*(37:32) - Segment: Quick Hits

---

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Suresh on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about SingleStore
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Kate Adams, SVP of Marketing at Validity. Organizations across the world have relied on Validity solutions to target, contact, engage, and keep customers, using trustworthy data as a key advantage.

On this episode Kate Adams shares her insights into building consumer trust with education-based marketing, how to generate leads with webinars, and providing customer engagement tools to attract consumers.

---

“I generate revenue by providing valuable education and making people better email marketers at the end of the day, and as a result, they trust and rely on our products.” - Kate Adams, SVP of Marketing, Validity

---

Episode Timestamps:

*(02:32) - Kate’s role at Validity

*(02:58) - Segment: Trust Tree

*(10:14) - Segment: The Playbook

*(14:04) - How to generate leads with webinars

*(17:35) - Generating revenue by providing valuable education

*(22:27) - Providing customer engagement tools to attract consumers

*(26:35) - Segment: The Dust Up

*(29:17) - Segment: Quick Hits

---

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Kate on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Validity
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Melissa Rosenthal, Chief Creative Officer at ClickUp. ClickUp is an all-in-one productivity platform, that brings teams, tasks, and tools together in one place. Melissa is an award-winning marketing executive focused on making the world more productive through best-in-class software as a service marketing.

On this episode Melissa Rosenthal shares her insights into creating champions of your brand, the importance of taking bets in marketing, and ways to differentiate your brand from competitors.

---

“I believe in building people as media channels. It was just a huge growth lever for us because there’s a lot of value in building people, versus brands.” - Melissa Rosenthal, Chief Creative Officer, ClickUp

---

Episode Timestamps:

*(02:51) - Melissa’s role at ClickUp

*(03:12) - Segment: Trust Tree

*(09:10) - Segment: The Playbook

*(09:37) - Why its trivial to take big bets

*(13:24) - Building people as media channels

*(15:33) - Leveraging people as funnels

*(26:21) - Empowering you teams to have a creative mindset

*(28:07) - Segment: The Dust Up

*(32:53) - Segment: Quick Hits

---

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Melissa on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about ClickUp
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Allyson Havener VP of Marketing at TrustRadius. TrustRadius is the most trusted review site for business technology, serving both buyers and vendors. Allyson leads the marketing strategy across all functions including demand gen, PR, product, and partner marketing. 

On this episode Allyson shares her insights into strategic story arcs that shape B2B narratives, ways to use data to analyze your market, and the benefits of an integrated marketing approach.

---

“When you think about content and what you’re going to say,  you have to have strong messaging. Think about what you’re trying to say and the point that you want to drive home with your audience.” - Allyson Havener, VP of Marketing, TrustRadius

---

Episode Timestamps:

*(02:37) - Allyson’s role at TrustRadius 

*(03:53) - Segment: Trust Tree

*(10:48) - Benefits of an integrated marketing approach

*(12:11) - Segment: The Playbook

*(16:55) - Shaping strategic story arcs

*(18:03) - Using data to analyze your market

*(25:56) - Segment: The Dust Up

*(27:13) - Segment: Quick Hits

---

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Allyson on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about TrustRadius
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Kristi Melani, CMO at Telesign. Telesign provides continuous trust to leading global enterprises by connecting, protecting, and defending their digital identities. Kristi brings with her over 27 years of cross functional marketing experience, leading global marketing teams across demand generation, campaign creation, events, web, digital transformation and more. 

On this episode Kristi shares her insights into why it's important to make your website feel like a virtual concierge, why successful marketing is people-based, and the way empathy enhances marketing. 

---

“What are the high-value tasks that you can embed in the website? So that when you do make it there, it's useful and it's helping. I've called it the virtual concierge.” - Krisiti Melani, CMO at TeleSign

---

Episode Timestamps:

*(03:16) - Segment: Trust Tree

*(04:56) - Kristi’s role at TeleSign 

*(10:04) - The power of people based marketing

*(13:43) - Segment: The Playbook

*(16:02) - Creating thought leadership

*(20:24) - Making your website feel like a virtual concierge

*(33:12) - Segment: The Dust Up

*(36:34) - Segment: Quick Hits

---

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Connect with Kristi on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about TeleSign
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Patti Boyle, CMO at Dstillery. Dstillery is the leading custom audience solutions company, empowering brands and their agencies to maximize the value of customer data and transform the way they connect with their audiences. Patti is a strategic marketing leader responsible for planning and driving results through growth plan development, team collaboration, client and partner relationships, and oversight of integrated marketing programs.

On this episode Patti shares her insights into why banding together is essential for success, how to build your relationship currency, and the innovation of ​​data science in marketing.

---

“The banding together is essential for success, because if everybody’s not marching in the same direction, you don’t have alignment, and you don’t have a shared vision for innovation for constant continuous learning, you have a very average company.” - Patti Boyle, CMO at Dstillery

---

Episode Timestamps:

*(02:48) - Pattis role at Dstillery

*(03:47) - Segment: Trust Tree

*(12:21) - The innovation of ​​data science in marketing

*(16:55) - Why banding together is essential for success

*(17:37) - Segment: The Playbook

*(19:16) - Why relationship currency matters

*(28:29) - Segment: The Dust Up

*(29:54) - Segment: Quick Hits

---

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Patti on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Dstillery 
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Jason Widup, VP of Marketing at Metadata.io. Metadata.io provides a closed-loop account-based marketing solution that amplifies marketing campaigns with opt-in leads. Jason is an experienced and talented Marketing Operations and Technology leader with a focus on developing high-performing teams through empowerment, challenging experiences, and trust.

On this episode Jason shares his insights on preparing for the future of content, the benefits of long-term thinking in marketing, and having intention behind the content you create

---

“Let’s create almost a media entity that can stand on its own and that people would actually, want to participate in it, get value from, and read. The strategic thinking was if we do that well, people will come to our content and they’ll think, this is smart, this is actually helping me do my job.” - Jason Widup, VP of Marketing, Metadata.io

---

Episode Timestamps:

*(02:47) - Jason’s role at Metadata.io

*(04:05) - Segment: Trust Tree

*(08:52) - Creating a media entity  

*(16:45) - What product demos can do for brands

*(21:06) - Segment: The Playbook

*(24:53) - The benefits of long-term marketing

*(31:35) - Segment: The Dust Up

*(34:15) - Segment: Quick Hits

---

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Jason on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Metadata.io
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Mario Paganini, VP of Marketing at Stord. Stord is pioneering cloud supply chain, a new category of logistics solutions, by combining both the digital and physical pieces that growing brands need for best in class supply chain operations in a plug and play, utility-like solution. Mario is a 3-time head of marketing, leading 2 startups to unicorn status and 1 through exit, before the age of 30.

On this episode Mario shares his insights into aligning brand awareness and demand generation, creating and converting demand, and qualitative versus quantitative marketing.

---

“The one piece of advice that I give to every single person on my team and every single person that I ever talk to about marketing is so unbelievably simple, whatever you do whenever you put something out there in the ether, whether it's an ad, a blog, a video, LinkedIn post, an Instagram post, a TikTok, ask yourself, what about this is going to blow someone away. What about the thing that I'm publishing is genuinely going to excite people lost in the shuffle? ” - Mario Paganini, Stord

---

Episode Timestamps:

*(03:18) - Segment: Trust Tree

*(04:14) - Mario’s role at Stord

*(12:31) - Creating and converting demand 

*(16:45) - How to excite your customers

*(18:39) - Creating Stord's innovative website

*(24:31) - Segment: The Playbook

*(28:17) - Why talent is essential for success

*(35:51) - Segment: Quick Hits

---

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Mario on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Stord
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Maria Pergolino, CMO of ActiveCampaign. ActiveCampaign gives businesses of all sizes access to over 500 pre-built automations that combine transactional email, email marketing, marketing automation and CRM for powerful segmentation and personalization across social, email, messaging, chat and text. Maria has served as a senior marketing leader for global B2B technology organizations for almost two decades. She’s known for building world-class go-to-market teams that drive growth, differentiation, and category leadership.

On this episode Maria shares her strategies to drive brand differentiation, the importance of setting goals for customer success, and the power of automation.

---

“ It has to be a mission that you stand behind and it has to be something you can differentiate. There are many products out there in the world that like you can’t tell the difference between two of them, and if you can’t, it’s then really hard to differentiate. It’s really hard to do great marketing, you have to choose an opportunity where you feel like you can do something with your skill, with that marketing.” - Maria Pergolino, ActiveCampaign

---

Episode Timestamps:

*(03:16) - Maria’s role at ActiveCampaign

*(05:26) - Segment: Trust Tree

*(10:18) - Diversity in marketing

*(14:20) - Segment: The Playbook

*(15:04) - Marketing Success Through Differentiation

*(31:53) - The power of automation

*(35:51) - Segment: Quick Hits

---

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links:

• Connect with Maria on LinkedIn
• Connect with Ian on LinkedIn

Learn more about ActiveCampaign

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Lisa Bennett, CMO at Kaltura, a company that provides live and on-demand video SaaS solutions to thousands of organizations around the world, engaging hundreds of millions of viewers.

In this episode, Lisa talks about the new world of repurposing your content and how marketers can improve their content strategy and outcome measurement. She also talks about how she thinks about “brandformance” and ensuring that you are walking the walk, as a marketer.

Key Takeaways:

• It’s easier than ever to repurpose your content across channels, maximizing its impact. Marketers should be thinking about this, instead of just constantly generating new content without thinking critically about its delivery and impact. 
• You can focus on “brandformance”, brand and performance marketing, even without a huge budget. To do so, you need to collaborate with the c-suite to determine the best go-to-market strategy. 
• Marketing is constantly changing and the new norms are not set. It’s a new world, in a lot of ways, and we will have to find these new ways of marketing. 

Quote: 

• “It feels as if, to a degree, we're generating content and not necessarily measuring it well enough. And then moving on to the next piece of content, and the next piece of content, and the next webinar, and the next event, and the next thing. And there's so much that actually can be repurposed, which is definitely becoming a trend now with AI because it's so easy to do. So, maybe before people didn't repurpose content as much, and video especially, because it was complex. It wasn't so easy to do. But now, you take a tool like Kaltura, not only have your event or your webinar, and then repurpose it, put it into social, put it into blog posts, put it into whatever you need and get all the data on it. So, that's an example of kind of this new world that we're looking at.”

Episode Timestamps: 

• *(04:22) The Trust Tree: Brandformance and strategizing with the executive team
• *(18:05) The Playbook: Maximizing the impact of events by repurposing content 
• *(29:35) The Dust Up: Communicating and having a partner in crime
• *(32:09) Quick Hits: Lisa’s quick hits 

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Lisa Bennett on LinkedIn
• Learn more about Kaltura
• Learn more about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Rich Donahue, CMO of Ibotta, Ibotta is a cash back rewards platform that has delivered more than $1.1 billion in cumulative rewards to its users, It offers cash back on purchases on more than 2,700 leading brands and retail partners. Rich leads all marketing initiatives to welcome advertisers, publishers, and retail partners into the Ibotta Performance Network. He’s a natural storyteller, relationship builder, and digital strategist.

On this episode Rich shares his insights into influencer marketing, why it's important to partner with the right people to get your key message across, and why creating opportunities for customers to save money is beneficial for your business.

---

“You have to trust that you're hitting the audience the right way and you're getting your message there the right way. We want to be the right message, we want to be with the right partners and that's true of any influencer, right? As long as you have the right partner it's probably going to be a really good partnership".

---

Episode Timestamps:

*(02:42) - Rich’s role at Ibotta

*(03:56) - Segment: Trust Tree

*(06:57) - The benefits of customers savings

*(09:07) - Segment: The Playbook

*(18:22) - Reasons influencers impact your business growth

*(29:44) - Amplifying your website

*(34:48) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Rich on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Ibotta
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Palmer Houchins VP of Brand Marketing and Communications at G2, the largest and most trusted software marketplace, helping 60 million people every year make smarter software decisions based on authentic peer reviews. Palmer previously served as a senior marketing leader, and G2 customer at Mailchimp. He was also the VP of Marketing at CallRail, where he lead demand generation, brand, communications, content, and customer marketing teams. 

On this episode Palmer shares his insights into why your brand is your organizational glue, the consumerization of B2B marketing, and how transparency gains consumer trust. 

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“We’re going to go to market with both a seller and buyer campaign, and this is where the brand becomes sort of a glue, we make sure that the way that we’re presenting ourselves is cohesive.”

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Episode Timestamps:

*(03:13 - Palmer’s role at G2

*(03:58) - Segment: Trust Tree

*(14:49) - The consumerization of B2B marketing

*(26:01) - Segment: The Playbook

*(25:50) - How transparency gains consumer trust

*(28:38) - Why brand is your organizational glue

*(30:36) - The Dust Up 

*(32:09) - Segment: Quick Hits

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Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Connect with Palmer on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about G2
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Ryan Bonnici, CMO at Gympass. Gympass is a complete corporate wellbeing platform that ignites every journey to feel good. Gympass is reinventing wellbeing, making it engaging and accessible. Ryan is a globally renowned marketing leader and has twice been included in Forbes’ ‘World’s Most Influential CMOs’.

On this episode Ryan shares his insights into why investing in content is essential, ways to drive revenue and demand, and the importance of your distribution strategy.

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“I think at the end of the day, the most important thing with your content investments is to invest in creating really good content.” - Ryan Bonnici CMO, Gympass

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Episode Timestamps:

*(02:57) - Ryan’s role at Gympass

*(05:54) - Segment: Trust Tree

*(15:15) - Segment: The Playbook

*(16:38) - Ways to do paid marketing right

*(19:25) - The importance of your distribution strategy

*(21:50) - What content you should invest in 

*(24:42) - Building roads that lead back to your website

*(30:18) - Segment: Quick Hits

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Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---  

Links

• Connect with Ryan on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Gympass
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Micheline Nijmeh, CMO at JFrog. JFrog is redefining the way developers are building, securing, managing, and distributing software updates. Micheline brings over 20 years of technology marketing experience -  leading and implementing successful global marketing strategies at high-growth software companies. 

On this episode Micheline shares her insights into why organic marketing pulls in better quality leads, the importance of educating your customer, and why your website is the face your company.

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There's an old saying, the content is king and there's a reason for it. Organic search is all about content, same with paid search, but organic much more so, and the nurture you’re building to get them to engage with you. - Micheline Nijmeh, CMO, JFrog

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Episode Timestamps:

*(03:01) - Micheline’s role at JFrog

*(03:24) - Segment: Trust Tree

*(10:16) - Segment: The Playbook

*(10:43) - Balancing organic over paid 

*(15:03) - Why organic draws in better quality leads 

*(25:23) - Why your website is the face of your company

*(28:16) - Segment: The Dust Up

*(30:15) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Micheline on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about JFrog
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Cindy Knezevich, Senior Vice President of Brand and Communications at Salesloft, the leading sales engagement platform that helps sellers and sales teams drive more revenue. Cindy has spent the majority of her career in marketing leadership roles growing and transforming Sales-as-a-Service companies. She’s overseen Salesloft’s rebrand in 2021, as well as the highly successful relaunch of the company’s website in 2020.

On this episode Cindy shares her insights into the power of brand and demand gen alignment, why customers are the most significant constituency, and the importance of brand consistency. 

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Brand is who you are, product marketing and demand gen is what you do. And so those two things work really well together when they’re aligned, when they’re not aligned, it can be pretty painful.  - Cindy Knezevich, SVP of Brand and Communications, Salesloft

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Episode Timestamps:

*(02:12) - Cindy’s role at Salesloft

*(02:59) - Segment: Trust Tree

*(06:08) - Creating a successful brand campaign

*(15:03) - The importance of brand consitency 

*(16:10) - Segment: The Playbook

*(23:20) - The role community plays with your brand 

*(26:28) - Making big bets as it relates to brand

*(29:26) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Cindy on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Salesloft
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Dan Verley, SVP of Sales, Workplace Technologies and Services at Canon Solutions America. Canon provides integrated systems technology that comprise one of the strongest solutions portfolios in the document management industry. Dan has a highly diverse skillset with more than 34 years of proven experience successfully leading both sales and operations.

On this episode  Dan shares his insights into achieving sales and marketing alignment, why having curated content that is easily digestible is important, and why marketing is an invaluable tool when paired with the needs of the organization.

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"Marketing is an invaluable tool and partner. When done well and when paired well, and we all consider the needs of the organization and what role we each play, it’s really a powerful tandem when you go to market if things are aligned."- Dan Verley, SVP of Sales, Canon Solutions America

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Episode Timestamps:

*(02:13) - Dan’s role at Canon

*(02:55) - Segment: Trust Tree

*(08:21) - Why marketing is invaluable

*(10:27) - Segment: The Playbook

*(12:37) - Reasons to have curtated content

*(18:58) - The significance of your website

*(21:19) - Segment: The Dust Up

*(23:49) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Dan on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Canon Solutions America
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Marie Hillion, Head of Marketing at Livestorm. Livestorm is an end-to-end video engagement platform enabling organizations to create on-demand, live, or pre-recorded events at scale from your browser. Marie joined Livestorm in 2020, where her team developed Livestorm’s content strategy and visibility across Europe and North America. 

On this episode, Marie shares her insights into boosting your video engagement score, adapting your marketing strategy to the mindsets of the region you’re targeting, and why it's important to keep your recurring audience engaged. 

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“Adapt and try to not have the same approach, not only the language but also try to adapt to the mindsets of the region, the countries that you’re going to enter in and you’re going to target.” - Marie Hillion, Head of Marketing, Livestorm 

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Episode Timestamps:

*(03:12) - Marie’s role at Livestorm

*(04:40) - Segment: Trust Tree

*(09:27) - Segment: The Playbook

*(11:51) - Translating your content

*(15:18) - Boosting your video engagement score

*(18:27) - Keeping your recurring audience engaged 

*(21:08) - Segment: The Dust Up

*(23:45) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Marie on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Livestorm
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Chris Lynch, CMO of Mindtickle, the market-leading sales readiness platform, helping revenue leaders at world-class companies. Chris has a proven track record leading and growing both direct-to-consumer and B2B marketing organizations.   

On this episode, Chris shares his insights into how emotions drive purchasing decisions, why customers respond well to strong storytelling, and why it's important to understand the consumer from a data standpoint.

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“People respond well to strong storytelling, no matter if you’re in a consumer context or you’re in a B2B context because even in B2B, there are people making decisions.” - Chris Lynch, CMO of Mindtickle

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Episode Timestamps:

*(02:49) - Chris’s role at Mindtickle

*(07:11) - Why emotions drive purchasing decisions

*(08:13) - Segment: Trust Tree

*(14:03) - Segment: The Playbook

*(25:42) - Figuring out your brand story

*(31:36) - Rebranding your website

*(37:15) - Segment: The Dust Up

*(38:45) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Chris on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about MindTickle
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Dylan Steele, CMO of Coalition, the leading provider of cyber insurance and security, combining comprehensive insurance and proactive cybersecurity tools to help businesses manage and mitigate cyber risk. Dylan is an accomplished marketing executive with experience leading marketing efforts for high-growth technology companies.

On this episode Dylan shares his insights into the benefits of data-driven B2B, why sales enablement matters, and why mapping the customer journey is important.

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“Data can get you really helpful insights and tell you if you’re way off base, but sometimes magic is figuring out the combination of what your customer says they want and what’s aligned to their value, how much you have to shift their perception and change their mindset of what your product can be and can do and then find the sweet spot.” - Dylan Steele, CMO of Coalition Inc.

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Episode Timestamps:

*(02:04) - Dylan’s role at Coalition

*(03:08) - Segment: Trust Tree

*(08:28) - The cybersecurity landscape in marketing

*(17:29) - Segment: The Playbook

*(24:30) - The sales enablement playbook

*(29:57) - Segment: The Dust Up

*(34:03) - Data insights into your customer

*(34:03) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Connect with Dylan on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Coalition
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Every week on Demand Gen Visionaries we sit down with marketing leaders from some of the world’s largest and fastest-growing companies to uncover the demand gen strategies that have been fundamental to their skyrocketing success.

In each episode, we ask our marketing-leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this special mini-series to hear the budget items our CMO guests can’t live without!

Find parts one, two, three, four, five & six

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Part seven of this special mini-series features 9 CMOs and marketing leaders from some of the world's fastest-growing companies, including:

*(03:51) Suzanne Konkle - CMO, Deloitte

*(05:14) Randy Frisch - Chief Evangelist Content Experience, Uberflip

*(10:50) Daniel Incandela - CMO, Reachdesk

*(14:18) Maura McCormick Rivera - CMO, Qualified

*(18:02) Meagen Eisenberg - CMO, TripActions 

*(21:36) Jamie Gier - CMO, Ceros

*(24:16) Daniel Rodriguez - CMO, Simplr 

*(26:24) Anna Kostroun - CMO, NewRocket

*(29:31) Micha Hershman - VP of Marketing, Envoy

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Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

Follow Ian on Twitter
Connect with Ian on LinkedIn
Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Heidi Bullock, CMO at Tealium, a customer data platform that connects customer data across web, mobile, offline, and IoT so businesses can better connect with their customers.

In this episode, Heidi highlights the essential role of brand in B2B marketing and the effectiveness of the pod structure in marketing organizations. She also dives into the need for marketers to be proactive and come to the table with a point of view.

Key Takeaways:

• In a competitive market, it is all about creating preference, and you do that through your brand. B2B marketers need to invest in the brand.
• Marketing needs to come into conversations with sales with a point of view and they need to do their homework. They can’t just wait to be told what to do.
• Everything runs more smoothly if you consolidate signals and create summaries of intent.

Quote: 

• Marketing can't be the order taker. It really has to be the salesperson that's the quarterback, but marketing has to come in with a point of view. Like, hey, you're talking to a lot of people in the pharma space, let's make sure that we're doing X, Y, and Z. We've got this amazing workshop. We have this great piece of content. Come in with a viewpoint versus like, hey, just wait and have somebody tell me what to do. Everything goes better if you can consolidate signals, and then the marketer has a strong point of view and does their homework.

Episode Timestamps: 

• *(02:50) The Trust Tree: The benefits of a pod structure
• *(18:00) The Playbook: Reducing the friction
• *(38:30) The Dust Up: Working with product teams, focusing on the user
• *(41:22) Quick Hits: Heidi’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Heidi on LinkedIn
• Learn more about Tealium
• Learn more about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Micha Hershman, VP of marketing at Envoy. Envoy is transforming modern workplaces with products that make office life easier and work more meaningful. Micha is a marketing leader with a twenty-year history of integrating inbound and outbound demand generation strategies to drive growth and revenue at B2B SaaS and B2C organizations.

On this episode, Micha shares his insights into the building blocks of the modern data platform, why your website is the single most important conversion tool that B2B organizations have, and why the bottom line of marketing is about customer experience.

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“I think platform data is something that everyone needs to leverage. And if you’re a marketer thinking like, “Hey I’m considering joining this new company,” the questions you need to ask yourself, and there are lots of them, is do they have platform data that helps me tell a story, and can I access it?” - Micha Hershman, VP of marketing at Envoy

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Episode Timestamps:

*(02:18) - Micha’s role at Envoy

*(03:28) - Segment: Trust Tree

*(09:40) - How to structure your go to market strategy

*(11:15) - The highest point of leverage in your sales and marketing funnel

*(21:20) - Segment: The Playbook

*(32:57) - Why you website is the most important conversion tool you have

*(37:23) - Segment: The Dust Up

*(40:14) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Micha on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Envoy
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Anna Kostroun, CMO of NewRocket. NewRocket delivers meaningful experiences and extraordinary results with ServiceNow and has delivered over 4000 successful projects through world-class implementations and integrated solutions across the entire ServiceNow platform. Anna brings more than 20 years of marketing experience, with deep expertise in demand generation, brand building, experiential marketing, and sales engagement. 

On this episode, Anna shares her insights on activating an emotional connection with your customer, why workflow is important for your business, and why it’s important to have empathy for the end-to-end customer experience.

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 “You can do all of the email marketing, you can do all the events, you can do all of the things, all of the various marketing tactics that everybody knows how to do, but if you’re not emotionally connecting with your prospects and customers in a way that’s meaningful to them, you’re not getting anywhere, and you’re not doing anything different than anybody else.”  - Anna Kostroun, CMO of NewRocket

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Episode Timestamps:

*(03:13) - Anna’s role at NewRocket

*(05:46) - Segment: Trust Tree

*(09:27) - Best practices for building workflows

*(11:43) - Emotionally connecting with your prospects

*(17:18) - Segment: The Playbook

*(19:41) - Driving traffic to your website through content syndication

*(29:26) - Segment: The Dust Up

*(36:05) - Segment: Quick Hits

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Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Connect with Anna on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about NewRocket
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Daniel Rodriguez, CMO of Simplr, a human-first, machine-enabled customer experience solution that meets the demands of the NOW Customer across all digital channels. Daniel is leading a team that is redefining the way brands deliver customer service.

On this episode Daniel shares his insights into building a successful brand community, creating a halo effect by having the right investments, and ways to get your target audience to think positively about your brand. 

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“Community is an organic process. You can try to do things to encourage people to engage, but I think it's understanding. You really have to understand what is it that people are looking to learn, and one of the things that we've realized is that, there's a lot around career definition.”

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Episode Timestamps:

*(03:19) - Daniel’s role at Ceros

*(06:13) - Segment: Trust Tree

*(09:12) - How demand gen fits into Simplr’s marketing strategy

*(12:12) - Segment: The Playbook

*(17:05) - Creating a movement with community

*(24:46) - Getting you target audience to think positively about your brand

*(30:46) - Segment: The Dust Up

*(34:04) - Segment: Quick Hits

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Connect with Daniel on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Simplr
• www.caspianstudios.com
• Daniel's Book: Experience is Everything

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Jamie Gier, CMO of Ceros, a cloud-based platform encompassing a collaborative, real-time digital canvas, upon which designers create animated, interactive content without the need for a developer. Jamie has worked with leading tech companies from healthcare to education to grow and scale by creating impactful brands, designing revenue-gathering go-to-market strategies, and leading high-performance teams.

On this episode Jamie shares her insights into the power of educating your buyers, how to create valuable connections with inspiration, and why it’s important to put customers at the core of your business.

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 “You break through the noise by offering a value exchange with your customers. You need to be relevant in what you’re providing them. And I think sometimes where we go wrong with content is we sell our product, we don’t educate our buyers, and oftentimes we’re looking to be educated on best practices.” - Jamie Gier, CMO of Ceros

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Episode Timestamps:

*(03:28) - Jamie’s role at Ceros

*(04:55) - Segment: Trust Tree

*(09:27) - Segment: The Playbook

*(12:46) - Offering a value exchange with your customers

*(17:37) - The first rule of marketing 

*(19:39) - Inspiring customers with your website 

*(21:23) - Segment: The Dust Up

*(25:56) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Connect with Jamie on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Ceros
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Meagen Eisenberg, CMO of TripActions. TripActions is the only modern, all-in-one travel, corporate card, and expense solution. Meagen is a transformational leader, advisor and marketer, managing global businesses ranging from startups to mid-market and Fortune 500 companies. She was recently named Top 50 most retweeted by mid-sized marketers according to AdWeek and Top 25 for B2B Marketing Influencers.

In this episode, Meagen shares her insights on how to increase revenue with sales and marketing alignment, the power of the sales marketing road warrior, and how to shift from reactive to proactive marketing.

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“I see demand as aligning with sales teams. What are the goals? What do we have to hit? How does that break down? What are we going to be sourcing? Managing the SDR team, a large part of their pipeline and funnel is going to be coming from the demand, go-to-market organization of marketing, and sales development. Really that’s a key part of success, sales alignment.” - Meagen Eisenberg, CMO of TripActions

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Episode Timestamps:

*(02:48) - Meagen’s Role at TripActions

*(03:28) - Segment: Trust Tree

*(07:32) - Why sales alignment is a key part of success

*(08:06) - Segment: The Playbook

*(14:38) - Building rapport for future business success

*(21:43) - Getting your marketing team close to the customer

*(26:31) - Investing in your website 

*(34:11) - Segment: The Dust Up

*(37:48) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Connect with Meagen on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about TripActions
• www.caspianstudios.com
• TripActions Stands with Ukraine

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Maura McCormick Rivera, CMO at Qualified. Qualified is the #1 conversational sales and marketing platform for revenue teams that use Salesforce. Maura leads the growth and expansion of the business’s marketing and demand generation efforts. Since joining in 2019, Maura launched three major products, led the development of their brand, and created the Demand Gen Visionaries Podcast. Under her leadership, Qualified has seen record levels of web traffic, follower growth, and pipeline generation.  

In this episode, Maura shares her insights into Qualified’s pipeline revolution, creating thought leadership content to build awareness, and how to keep a pulse on conversations to engage buyers.

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“Everybody wants to interact with one click, chat, voice, video. As companies, we need to shift how we meet with buyers and shift how we generate pipeline." -Maura McCormick Rivera, CMO at Qualified

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Episode Timestamps:

*(04:36) - Maura’s Role at Qualified

*(06:25) - Segment: Trust Tree

*(11:49) - What drives Qualified’s Pipeline

*(15:35) - Segment: The Playbook

*(17:05) - Why content is king

*(21:23) - How to keep the pulse on conversations to engage buyers

*(27:56) - The Pipeline Cloud Campaign

*(35:15) - Segment: The Dust Up

*(37:10) - Segment: Quick Hits

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Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Connect with Maura on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Qualified
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Daniel Incandela, CMO at Reachdesk.  Reachdesk enables companies to deliver moments that matter at scale, globally, throughout the entire customer lifecycle. Incandela is a creative, strategic thinker, who has more than 20 years of digital and marketing industry leadership experience.

In this episode, Daniel shares his insights on the role of authenticity in marketing, moments that matter at scale, and how company values tie into marketing.

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“Ultimately B2B is about connecting with humans, and so it works. It works on the prospecting side, it works on the customer side. We want people associated with us to feel special and gifting does that." -Daniel Icandela, CMO, Reachdesk 

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Episode Timestamps:

*(02:15) - Daniel’s Role at Reachdesk

*(03:23) - Segment: Trust Tree

*(07:28) - Segment: The Playbook

*(12:06) - Driving traffic to the key parts of your website 

*(17:59) - Gifting with personalization to gain customer loyalty

*(20:39) - Bringing human connection to prospects

*(27:22) - Segment: The Dust Up

*(33:22) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Connect with Daniel on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Reachdesk 
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

 This episode features an interview with Randy Frisch, Co-Founder and Chief Evangelist for Content Experience at Uberflip, a content experience platform & software that enables marketers to create digital experiences with content for every stage of the buyer journey. Randy has led the content experience movement, prompting marketers to think beyond content creation and focus on the overall destination, The Content Experience. In this episode, Randy shares his insights into why demand gen marketers are leading content curation, how personalization is being used to drive business and gain customer trust, and the power of marketing content to reflect what people care about.

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“What we need to be thinking more about in marketing is what do people actually care about? That’s the content we should create. That’s the content you should package.” - Randy Frisch, Co-Founder and Chief Evangelist for Content Experience, Uberflip

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Episode Timestamps:

*(03:12) - Randy’s Role at Uberflip

*(03:19) - Segment: Trust Tree

*(11:31) - Personalization and putting the right content in front of people 

*(16:39) - Uberflips overall marketing strategy

*(20:39) - Organizing and updating assets for maximum value

*(25:26) - Gathering data and gaining customer trust 

*(29:56) - Why demand gen marketers are content curators

*(31:48) - Segment: The Playbook

*(40:23) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Connect with Randy on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Uberflip
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Suzanne Kounkel, CMO of Deloitte, an industry leader in audit, consulting, tax, and advisory services to many of the world's most admired brands. Suzanne’s trifecta of business, technology, and marketing experience provides the essential foundation for spearheading marketing and sales in an era of rapid change and ground-breaking innovation. 

In this episode Suzanne discusses the mechanics of engendering customer loyalty, innovating marketing within long standing companies and elevating the human experience within B2B marketing.

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“It’s really about thinking through the lens of your business strategy. Which are the channels that you should be investing in? At what levels? We should be constantly evolving.“ -Suzanne Kounkel

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Episode Timestamps:

*(03:50) - Suzanne's role at Deloitte

*(04:55) - Segment: Trust Tree

*(06:59) - Balancing the market set of activities and the marketing portfilio

*(09:20) - Deloitte's overall marketing strategy

*(13:20) - Segment: The Playbook,

*(14:34) - What channels you should be investing in

*(22:05) - Investing into the functionality of your website 

*(31:18) - Campaigns that drive customer engagement 

*(35:41) - Segment: The Dust-Up

*(39:08) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Suzanne on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Deloitte
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Part Six of this special mini-series features 10 CMOs and marketing leaders from some of the world’s fastest-growing companies, including:

*(3:17) - Anthony Kennada, CMO, Hopin 

*(7:30) - Nikhil Behl, CMO, FICO

*(9:50) - Heidi Bullock, CMO, Tealium

*(11:41) - Alon Alroy, CMO, Bizzabo

*(14:02) - Tyler Lessard, VP of Marketing, Vidyard

*(15:50) - Kevin Tate, CMO, Clearbit

*(17:53) - Karen Steele, SVP of Marketing, Near

*(20:31) - Ritu Kapoor & Julie Ginn, CMO, Lob

*(21:35) - Mark Josephson, Co-Founder and CEO, Castiron 

*(23:32) - Eugene Levin, Chief Strategy and Corporate Development Officer, Semrush

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world’s leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

• Follow Ian on Twitter
• Connect with Ian on LinkedIn
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Cristy Garcia, CMO, impact.com, a partnership management platform that automates business partnerships, at scale.

In this episode, Cristy shares the do’s and don'ts of marketing, and the primary reason for failed partnerships. She also discusses the evolution and importance of using influencers in marketing, and what it's like marketing to marketers.

Key Takeaways:

• Influencers have been around for awhile, but they became even more important during the pandemic. If you aren’t working with influencers as a marketer, you’re being left behind. 
• When partnerships fail, it is most often due to lack of communication. Make sure to be very clear about payments, expectations, and what you are promoting. 
• You can generate significant revenue through partnerships, for some companies, as high as 28 percent of their total revenue.  

Quote: 

• “If you're not working with influencers right now as a marketer, you're left behind. This is happening now. The rise of influencers, they've been around for a long time, I spoke at mommy blogger conferences back in 2012, so it's not new. But what is new is sort of the heightened awareness and demand for influencer content. And I think it all happened around the pandemic when people were at home with their phones, creating social interaction, buying things online, and the influencers really took off.”

Episode Timestamps:

• *(3:06) The Trust Tree: The rise of commerce content
• *(14:20) The Playbook: THe dos and don’ts of partnerships
• *(35:55) The Dust Up: Knowing your worth
• *(37:28) Quick Hits: Cristy’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Cristy on LinkedIn
• Learn more about impact.com
• Learn more about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features Eugene Levin, the Chief Strategy and Corporate Development Officer at Semrush, an online visibility management and content marketing SaaS platform. Previously, Eugene was the Investment Director and a partner at Target Global, and before that - co-founded one of Europe’s leading game development and outsourcing studios.

In this episode, Eugene discusses tailoring your marketing approach for small business owners, his GTM strategy (and why it doesn’t involve looking at channels), and shares valuable SEO best practices to help your content get more clicks. 

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“Sometimes [ranking higher] requires you to go deeper. Sometimes it means you have to use more authoritative sources and work with materials that may be not as easy to analyze as a blog post. And then once you publish content, it's important to work on the distribution.”

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Episode Timestamps:

*(0:30) - Eugene’s role at Semrush

*(5:00) - Segment: Trust Tree

*(7:51) - Tailoring your marketing approach for small businesses

*(8:50)  - Semrush’s overall marketing strategy

*(10:00) - Semrush’s GTM Strategy 

*(10:38) - Segment: The Playbook 

*(12:56) - Best practices for writing articles and blog posts

*(20:32) - Avoiding over-optimization 

*(21:56) - Uncuttable budget items 

*(26:29) - Investing in content creation for your website 

*(30:58) - Segment: The Dust-Up

*(33:04) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Eugene on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Semrush
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features Mark Josephson, a Co-Founder and CEO of Castiron, an e-commerce company that caters to kitchen-based entrepreneurs. Mark brings to the table an impressive track record of successfully building and growing software and tech companies. Mark came to Castiron from Bitly, where he was CEO from 2013 to 2020. Prior to Bitly, Mark held various positions at AOL’s Patch, Outside.in., and About.com. 

In this episode, Mark discusses using storytelling techniques in demand gen marketing, how to engage with harder-to-reach audiences, and shares advice to CEOs and Founders figuring out their Demand Gen strategy. The interview wraps up Mark’s insights on investing in digital infrastructure with scaling in mind.

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“Wouldn't it be great if we were obsessed with solving problems for our customers, instead of just trying to sell them something? Wouldn't it be great if our success was aligned with the success of our customers? … That means freemium, that means SAS, that means consumption-based pricing. A lot of truisms about great businesses have roots in the kind of relationship you want to have with your customers and that, to me, is all marketing.” - Mark Josesphson 

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Episode Timestamps:

*(0:30) - Mark’s vision for Castiron 

*(3:03) - How Mark views the role of CMO and Demand Gen as CEO

*(5:00) - Segment: Trust Tree

*(7:51) - Getting in front of harder to reach audiences 

*(10:38) - Segment: The Playbook 

*(12:56) - Biggest surprises Mark’s encounter in marketing

*(17:42) - Segment: The Dust-Up

*(23:56) - Mark’s favorite campaigns

*(29:57) - How Mark views his website

*(33:04) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Mark on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Castiron
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features a special double-feature conversation with Lobs’s Chief Marketing Officer, Ritu Kapoor, and Vice President of Demand Generation, Julie Ginn. Ritu is Lob’s first CMO but is no stranger to leadership roles, having worked in higher levels at several SaaS automation leaders. Julie has more than 20 years of experience in the technology industry, with a specialization in demand generation and marketing operations.

On this episode, they discuss the latest research in direct mail marketing, share their favorite experiential marketing campaigns, and talk about what makes a campaign and website outdated.

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“[Personalization] is like going back to experiential marketing. Being able to have these small events and really immerse the customer in your brand by giving them an experience that they want to talk about with their friends and want to talk about on social, because these large events at this point are going out.” - Ritu

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Episode Timestamps:

*(2:00) - Ritu and Julie’s Roles at Lob

*(5:00) - Segment: Trust Tree

*(9:18) - Lob’s Go-To Market Structure

*(15:46) - Segment: The Playbook 

*(25:10) - Using Experiential Campaigns for Engagement 

*(26:49) - Outdated & Oversaturated Campaign Techniques

*(33:04) - What Makes Personalization Work

*(34:43) - Stop Thinking of Your Website as Static

*(36:30) - Segment: The Dust-Up

*(38:10) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Ritu on LinkedIn
• Connect with Julie on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Lob
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Karen Steele, the Senior Vice President of Marketing at Near, a global leader in data intelligence for businesses. Karen has an impressive track record as an enterprise Cloud Marketing Executive with extensive experience in scaling fast growth companie. Some of her past roles include Marketo, VMware, Saba Software, Cloud9 Analytics, Xactly Corporation, Informatica, Currenex, and more.

On this episode, Karen discusses building demand gen teams on a global scale, why customer marketing is part of her DNA, and shares examples from her favorite campaigns. The interview wraps up with advice from Karen to Marketing Leaders about investing into their online presence, and explains how it’s a critical decision for growth.

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“Your website is your front door [to your brand]. Everybody communicates online these days. Everybody is going to look at your website first and do their own online research before they ever probably reach out and have a conversation with one of your sales reps. So, your website needs to have great content. It needs to be personalized... It needs to have great opportunities for people to engage with you and learn more. It is probably the most important thing you have to invest in.” - Karen Steele

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Episode Timestamps:

*(0:34) - Karen’s first job in demand gen

*(1:52) - Karen’s role at Near

*(3:08) - Segment: Trust Tree 

*(6:22) - How to build a marketing team 

*(9:53) -  Building trust in the B2B world 

*(14:37) - What makes a good leadership team

*(22:44) - Segment: The Playbook

*(31:47) - Potential future investments for Near

*(33:44) - Over-hyped marketing trends

*(35:03) - Karen’s favorite campaigns over the years

*(42:07) - Segment: The Dustup

*(46:12) - Segment: Quick Hits

---

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

---

Links

• Connect with Karen on LinkedIn
• Connect with Ian on LinkedIn
• Learn more about Near
• www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Kevin Tate, Chief Marketing Officer at Clearbit, a marketing data engine for customer interactions that helps businesses grow. Kevin has more than 24 years of sales and marketing experience as a 2-time CRO and 3-time CMO, and has held many other senior leadership roles throughout his career.  

On this episode, Kevin discusses the importance of speed when it comes to capturing customer intent, marketing’s role in creating a compelling promise for a company’s product, and why websites need to look to mobile-first experiences as inspiration sooner rather than later. 

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 "...the idea of the ideal customer profile is maybe a sort of 101-level content, right? It is really foundational to how companies think about, understand, and act on their ideal customers. But, as we look at sort of the 201 and 301 levels, it's about how to actually focus my funnel on my ICP and then, how do I do it in a way that's consistent through acquisition, conversion, and operations so that I can actually measure and optimize? ... So, again, thinking about how [the ICP] goes from foundational to the edge of where people are pushing the boundaries is what keeps it fun." - Kevin Tate

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Episode Timestamps:

*(2:00) - Kevin’s role at Clearbit

*(3:12) - Kevin’s first job in demand gen

*(5:00) - Segment: Trust Tree

*(9:18) - Clearbit’s buying committee and personas

*(15:46) - Segment: The Playbook 

*(25:10) - Clearbit’s event strategy

*(26:49) - How Kevin views Clearbit’s website

*(33:04) - Kevin’s favorite campaign

*(34:43) - Kevin’s most cuttable budget items  

*(36:30) - Segment: The Dust-Up

*(38:10) - Segment: Quick Hits

--------------------

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

--------------------

Links

Connect with Kevin on LinkedIn

Follow Kevin on Twitter

Follow Ian on Twitter

Connect with Ian on LinkedIn

www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Tyler Lessard, VP of Marketing & Chief Video Strategist of Vidyard, a video platform for marketing and sales video hosting. Tyler has over 15 years of experience in B2B marketing, sales enablement, content marketing, brand and video. He’s also the distinguished author of The Visual Sale.

On this episode, Tyler breaks down how to effectively use video to generate demand, why video chops need to be in every marketer's toolkit, and how to be cost-effective and make videos at greater scale. 

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“...up until the last few years it was costly and complex to do a lot of video. That’s where it was really a barrier and people will go, ‘oh, we just do it over there because if we do it everywhere else, I don’t even know how I would afford that or manage it.’ But the reality is today, there are very approachable ways, very cost-effective ways to do video at a greater scale. And so that’s what we’re starting to see is this scaling the use of video across these different programs, having more teams, demand teams, social teams, content teams, thinking about where does video content fit into what we’re delivering. How can it help us better tell this story or answer this question?” — Tyler Lessard 

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Episode Timestamps:

*(1:57) - Tyler’s first job in demand

*(2:55) - Tyler’s role at Vidyard

*(3:51) - Segment: Trust Tree

*(7:17) - How Tyler’s marketing team is structured

*(9:03) - Tyler demand gen strategy

*(16:56) - The future of video in every marketers toolkit

*(33:08) - Where should listeners put their videos?

*(36:10) - Segment: The Playbook

*(40:35) - Segment: Quick Hits

*(42:49) - Advice for a first time VP of marketing

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Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

--------------------

Links

Connect with Tyler Lessard on LinkedIn

Follow Tyler on Twitter

Check out Tyler’s book: “The Visual Sale” 

Follow Ian on Twitter

Connect with Ian on LinkedIn

www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Alon Alroy, Co-founder, CMO & CCO of Bizzabo, a  hybrid events platform that has raised $195M and has acquired several companies to date. Alon is a distinguished marketing executive shaping the future of the martech industry.  

On this episode, Alon provides a crystal ball into the future of events, why he believes experiences play a vital role in this future, and why everything as a marketer leads back to delighting your customers.

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“When you think about the future, the future is really not about event management software anymore. It’s really about event experiences. People can consume content anywhere. People can get a Netflix like experience in terms of, on demand almost anywhere. So those who want to stay relevant, we need to evolve their offering to be focused on experiences, the attendee experience, the sponsor experience, the speaker experience, and the other experiences. So the future is really about experiences and this is what we have been experiencing as well. And this is what we have been demonstrating. To provide this immersive experience in which people feel connected, the rich transforming from attendees to participants.” — Alon Alroy

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Episode Timestamps: 

*(2:00) - Alon’s first job in marketing

*(2:35) - What it means to be CMO of Bizzabo

*(4:02) - The latest happenings at Bizzabo

*(6:54) - How marketers should think about events for 2022

*(8:24) - Segment: The Trust Tree

*(11:00) - How Alon structures his marketing team

*(12:16) - Alon’s marketing strategy

*(16:26) - Segment: The Playbook

*(18:10) - The future of events 

*(26:13) - Making experiences memorable

*(29:46) - How Alon views content, Bizzabo’s website, & event lifecycle

*(33:31) - Segment: The Dust-Up

*(35:36) - What’s going away in marketing

*(36:26) - Segment: Quick Hits 

------------------

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

------------------

Links

Follow Alon on Twitter

Connect with Alon on LinkedIn

Follow Ian on Twitter

Connect with Ian on LinkedIn

www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Heidi Bullock, CMO of Tealium, a company that connects data from all different sources so brands can better connect to their customers. Prior to Tealium, Heidi was the CMO of Engagio and Global VP of Marketing at Marketo. 

On this episode, Heidi talks about what it means to be CMO of Tealium, why the rise of data driven marketers is so important, and her top do’s and don’t for customer event marketing during a pandemic. 

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“...know where your audience is. And I know that seems obvious, but I think even in social, you often see people saying, ‘oh, we've got to do LinkedIn, Facebook, Tiktok', you name it. But if your audience isn't there, maybe that doesn't make sense. So I think before you even think about channels and tactics, make sure you know who you're marketing to. Who you're trying to engage with and where they are and then how they prefer to be communicated to.” — Heidi Bullock

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Episode Timestamps:

*(1:52) - Heidi’s first job in demand

*(2:17) - What being CMO means at Tealium

*(3:44) - Segment: The Trust Tree

*(4:49) - Who Tealium’s customers are

*(8:45) - The rise of date driven marketers 

*(11:00) - How Heidi structures her marketing organization

*(14:26) - Segment: The Playbook

*(16:34) - Tips on customer events

*(20:20) - Heidi’s marketing don’ts

*(31:49) - Heidi’s all-time favorite campaign she’s ran

*(32:14) - Segment: The Dust-Up

*(35:50) - How Heidi views Tealium’s website

*(37:14) - Segment: Quick Hits

-------------------

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

-------------------

Links

Connect with Heidi on LinkedIn

Follow Heidi on Twitter 

Follow Ian on Twitter

Connect with Ian on LinkedIn

www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Nikhil Behl, CMO of FICO, a leading analytics software company helping businesses in over 85 countries. Nikhil has over 25 years of technology, software and e-commerce experience. Prior to FICO, he was COO of Mercantila and spent 12 years in a number of executive-level positions at Hewlett-Packard. Nikhil is best known for being a part of the founding team that built H-P-Shopping.com and turned it into one of the top-five I-R 500 retailers in just seven years. 

On this episode, Nikhil uncovers the main ingredient for crafting the perfect customer testimonial, why the people you work with are the main driver for creativity, and his strategic tips for creating curated events that perform.

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“You have to be able to tell these stories just in time with the right medium and not taking up too much of that, person’s either time or ability to digest something. And so taking a story and starting to break it up into either multiple components or segments, putting it into multiple mediums, whether it’s a video or audio or through social or long form and helping these things actually build on each other is really important.” — Nikhil Behl

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Episode Timestamps:

*(2:15) - Nikhil’s first role in marketing

*(3:31) - Nikhil’s current role as CMO at FICO

*(4:10) - Segment: The Trust Tree

*(5:52) - What the buying committee looks like for FICO

*(9:19) - Nikhil’s marketing strategy

*(10:37) - The way Nikhil organizes his marketing team

*(12:26) - Segment: The Playbook

*(17:38) - How Nikhil craft’s his customer testimonials

*(21:38) - How Nikhil thinks about FICO’s website

*(26:48) - Tips on creating curated events

*(29:07) - What it’s like being a serial entrepreneur and CMO

*(31:50) - Segment: The Dust Up

*(34:00) - Segment: Quick Hits

----------------

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

----------------

Links

Connect with Nikhil on LinkedIn

Follow Nikhil on Twitter

Follow Ian on Twitter

Connect with Ian on LinkedIn

www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Anthony Kennada, CMO of Hopin, an event technology platform that recently garnered a $7.75B valuation.

On this episode, Anthony takes us behind the scenes on Hopin’s explosive growth, how he and his team are trying to redefine webinars, and why he believes every company needs to start acting like a media company. 

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“Every company needs to start acting like a media company or risk going out of business, pure, plain and simple. And when the cookie-less future that we're all staring down comes to light, the companies that survive are the ones that caught this early and were able to start investing in building their own content moat around the business.” — Anthony Kennada

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Episode Timestamps:

*(2:05) - Anthony’s first job in marketing

*(2:45) - More about Anthony’s role at Hopin as CMO

*(4:05) - Segment: The Trust Tree

*(6:41) - Who’s the buying committee for Hopin 

*(8:37) - How Anthony’s marketing team is organized 

*(14:23) - How events have changed over the last 18 months

*(25:15) - Segment: The Playbook

*(29:45) - The investments Anthony makes into brand

*(31:54) - How to think about investing in content

*(35:30) - Segment: The Dust Up

*(38:45) - Segment: Quick Hits

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

Connect with Anthony on LinkedIn

Follow Anthony on Twitter

Follow Ian on Twitter

Connect with Ian on LinkedIn

www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Stephen Gold, Chief Sales and Marketing Officer at SparkCognition (Previous), a company providing AI solutions that allow organizations to predict future outcomes, prescribe next actions, empower people, and protect assets. 

In this episode, Stephen discusses experimenting to find the best combination of elements to engage prospects through a long sales cycle. He also dives into the healthy tension between marketing and sales, and how he is thinking about using AI tools in his marketing. 

Key Takeaways:

• Experiment to find the right mix of tactics to engage with prospects and customers. Continue to test and tweak to find the right combination for your prospects and sales cycle. 
• Use AI and other tools with a specific objective in mind; don’t get distracted by shiny new toys with little pragmatic use. 
• Marketers will always be challenged to demonstrate their value to their organization. Even in smaller organizations, this takes a concerted effort and CMOs would be remiss to forget the importance of internal marketing. 

Quote: 

• “There's always a question, the proverbial question that hangs over marketers heads, that says, am I really getting a return on my investment? Maybe we can cut the budget and we're not going to feel the effect. And marketing, unlike other areas of the business, it's probably harder to quantify the impact because it touches so many parts of the business. Marketers are constantly, or should constantly be thinking about, how do I demonstrate to my organization, qualitatively and quantitatively, the value we bring? We work really hard to produce content internally for consumption by other executive members, by the rank and file. Who doesn't want to work at a business where the brand matters? Who doesn't want to work at a business where they're doing social good? We're a small company, approaching 400, but it's still important that you get the word out. And it's not easy. You have to put a concerted effort to do that.”

Episode Timestamps:

*(6:20) The Trust Tree: The importance of education 

*(16:35) The Playbook: Finding the combination of tactics that work

*(37:08) The Dust Up: Inviting friction between sales and marketing 

*(39:14) Quick Hits: Stephen’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Stephen on LinkedIn
• Learn more about SparkCognition
• Learn more about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Find parts one, two, three & four

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Episode Timestamps: 

Part five of this special mini-series features 12 CMOs and marketing leaders from some of the world's fastest-growing companies, including:

*(4:00) - Amanda Malko, CMO, G2

*(7:40) - Raj Khera, Head of Growth, SalesIntel.io

*(9:05) - Katrina Wong, VP Product Marketing and Demand Gen, Segment

*(11:11) - Morgan Norman, CMO, Dialpad

*(12:30) - Kady Srinivasan, SVP Global Head of Marketing, Klaviyo

*(13:55) - Joy Corso, CMO, Vonage

*(15:05) - Justin Shriber, CMO, People.ai

*(18:40) - Susan Beermann, CMO, NAVEX Global

*(20:21) - Keith Messick, SVP Marketing, LaunchDarkly

*(22:20) - Kyle Lacy, VP Marketing, Seismic

*(23:45) - William Tyree, CMO, Revenue.io

*(25:30) - Jon Miller, CMO, Demandbase

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

Follow Ian on Twitter

Connect with Ian on LinkedIn

www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“The thread that runs through these best practices is this concept of account based experience. And it's a concept of really understanding where the account is in its journey and applying all that account intelligence that you have to not treat every account the same, but to really interact with them in a way that's going to be relevant and appropriate for where they are in their journey. So that's absolutely a key theme to how the best companies are doing this.” — Jon Miller

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Episode Timestamps:

*(2:05) - How Jon got started in demand gen

*(2:40) - Jon’s current role at Demandbase

*(4:10) - How COVID-19 changed demand gen

*(5:35) - The Trust Tree

*(7:20) - The different personas Demandbase is selling to

*(11:45) - Where the industry is at with ABM

*(14:05) - What the future of ABM looks like

*(18:50) - The biggest trends in demand gen

*(25:25) - The Playbook

*(28:43) - The Dust-Up

*(30:54) - Jon’s favorite past campaign he’s ever run

*(31:48) - Biggest learning experience over the years

*(33:30) - Quick hits

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

Connect with Jon on LinkedIn

Follow Jon on Twitter

Check out Demandbase’s guides

Follow Ian on Twitter

Connect with Ian on LinkedIn

www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Make a really good case for having your most experienced SDRs handling your inbound leads. That's going to make the biggest difference ever in terms of the return on your marketing investment.” — William Tyree

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Episode Timestamps:

*(2:30) - How William first got into demand gen

*(3:00) - William’s current role as CMO of revenue.io

*(4:10) - The Trust Tree

*(8:35) - How William’s marketing team is structured

*(15:30) - William’s 3 most uncuttable budget items

*(17:25) - How Revenue.io’s podcast became to be and how they think about rich media

*(26:27) - Why LinkedIn marketing is a game changer

*(28:40) - Rebranding from ringDNA to Revenue.io 

*(32:22) - William’s favorite campaign

*(33:40) - William’s biggest learning experience from a past campaign

*(32:27) - How William views Revenue.io’s website

*(36:15) - The Dust-Up

*(38:10) - Quick Hits

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

The Sales Enablement Podcast with Andy Paul 

Connect with William on LinkedIn

Follow William on Twitter

Follow Ian on Twitter

Connect with Ian on LinkedIn

www.caspianstudios.com

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.