Demand Gen Chat – Details, episodes & analysis

Jason Bradwell, founder of B2B Better, joins Tara Robertson on Demand Gen Chat to discuss the relevance of marketing qualified leads (MQLs) in B2B marketing. Jason argues that MQLs are still important in certain contexts, particularly in enterprise settings with long sales cycles and complex buying committees. He emphasizes the need for a clear definition of what constitutes an MQL and aligning with sales on the criteria. They also discuss the shift towards longer buying cycles and the importance of targeting the entire buying committee. Jason advises marketers to focus on building their own platforms and email lists, as well as experimenting with AI tools to streamline productivity.

Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/

Follow Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Check out B2B Better: https://www.b2b-better.com/

Jason’s viral LinkedIn post about events: https://www.linkedin.com/posts/jasonbradwell_you-spend-120000-on-a-booth-next-to-the-activity-7087107819891499008--8D8?utm_source=share&utm_medium=member_desktop

Listen to the B2B Better podcast episode with Kyle Lacy: https://pod.co/b2b-better-1/v1-final-m4a

Jason’s A2E prioritization framework on Marketing Powerups: https://marketingpowerups.com/podcast/jason-bradwell-a2e-framework/

Check out Descript’s AI audio tools: https://www.descript.com/?lmref=2elBZw

Follow Lucy Heskins: https://www.linkedin.com/in/lucyheskins/

Check out Grain AI: https://grain.com/

Follow Jason on Threads: https://www.threads.net/@jasonbradwell

Check out Jason’s newsletter B2B Bite: https://b2bbite.substack.com/

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

0:00:00 Introduction to the podcast and guest, Jason Bradwell

0:00:44 Jason's contrarian take on MQLs and their relevance

0:04:33 Importance of lead scoring and account scoring in B2B marketing

0:08:28 Longer and more complex B2B buying cycles and the need to target multiple personas

0:10:47 Scrutinizing marketing budgets and the need to shift focus

0:11:34 Tips for making the case to cut back on ineffective marketing tactics

0:17:19 Using branded content as an ABM play and repurposing content for sales enablement

0:20:00 Metrics to track in longer B2B sales...

Natalie Marcotullio, Head of Growth and Operations at Navattic, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the influence of B2B marketing teams on buyers. Natalie challenges the idea that marketers have complete control over the buyer's journey and emphasizes the importance of understanding how buyers actually make purchasing decisions. She shares her experience of growing inbound pipeline at Navattic and explains how the marketing team has shifted its focus from brand awareness to targeted campaigns. Natalie also provides insights into the implementation of interactive demos on websites and offers tips for promoting and rolling out this type of content.

Episode Links:

Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/

Follow Natalie Marcotullio: https://www.linkedin.com/in/natalie-marcotullio/

Check out Navattic: https://www.navattic.com/

Listen to Navattic’s podcast Revenue on the Rocks: https://pod.co/revenue-on-the-rocks

Check out Mutiny: https://www.mutinyhq.com/

Metadata’s playbooks: https://metadata.io/playbooks/

Read the B2B Buyer Journey Report: https://www.chilipiper.com/post/b2b-buying-journey-report

Follow Arthur Castillo: https://www.linkedin.com/in/arthur-castillo/

Follow Andrew Capland: https://www.linkedin.com/in/andrewcapland/

Follow Brendan Hufford: https://www.linkedin.com/in/brendanhufford/

Follow Mark Huber: https://www.linkedin.com/in/markehuber

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

Timestamps:

0:00:00 Introduction to the episode and guest, Natalie Marcotullio

0:00:48 Discussion on the influence of B2B marketing teams on buyers

0:02:26 Conversation on the importance of buyer intent

0:03:14 Focus of the second half of the year and transitioning to a more targeted approach

0:04:51 Importance of word of mouth leads and website traffic

0:06:09 Strategies for getting a gut check from others on the team

0:08:04 Metrics and goals focused on pipeline and MQLs

0:09:36 Challenges and tips for implementing interactive demos on websites

0:13:26 Addressing concerns about the impact of interactive demos on demo request numbers

0:16:48 Recommendations for promoting and rolling out interactive demos

0:19:22 Balancing CTA options and the role of interactive demos in the buyer's journey

0:23:29 Making tough cuts or pausing programs and evaluating campaign performance

0:27:57 Importance of organic content and repurposing existing content

0:30:15 Niche content and the value of customer insights

0:31:35 Exploring partnerships and joint customer enablement

0:35:05 Recommended marketers to follow on LinkedIn

0:35:45 Under the radar tactic: teasing content on LinkedIn

0:36:58 Wrap up

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Are you still under the impression that demand generation is just a tactic or a single person's responsibility?

In this podcast episode, Tara Robertson is joined by the co-founders of Storybook Marketing, Liam Moroney and Graceanne MacDonald, to debunk the biggest misconceptions about demand generation and emphasize the importance of a holistic approach throughout the team.

They stress the importance of understanding the customer journey and using the right channels to reach the right people.

They also discuss the importance of audience research and getting feedback from the sales team to figure out what works best.

Follow Tara on LinkedIn: https://www.linkedin.com/in/taraarobertson/

Follow Liam: https://www.linkedin.com/in/liammoroney/

Follow Graceanne: https://www.linkedin.com/in/graceannedomino/

Check out Storybook Marketing: https://www.storybookmarketing.io/

Follow Amanda Natividad: https://www.linkedin.com/in/amandanat/

Follow Rand Fishkin: https://www.linkedin.com/in/randfishkin/

Follow Justin Rowe: https://www.linkedin.com/in/justin-rowe-4043339b/

Katelyn Bourgoin: https://www.linkedin.com/in/katebour/

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

00:00:00 Intro

00:01:50 Demand Gen Tactics and Strategies

00:03:41 The Definition of Demand Generation for Marketing Teams

00:04:58 Effective Strategies for Reaching Customers

00:06:34 The Relationship Between Sales and Marketing Teams

00:11:16 The Role of Marketing in Generating Pipeline and Revenue

00:16:41 Exploring the Benefits of Podcasts for Lead Generation

00:18:20 Outbound Marketing Strategies

00:20:11 Coarse Correcting and Fixing an Outbound Function

00:22:32 Coordinating Outbound and Inbound Marketing Strategies for Maximum Effectiveness

00:24:23 Lead Scoring and Intent Data in B2B Marketing

00:29:50 Emotionally-Driven Marketing Decisions

00:31:16 Defending Long-Term Strategies in the Face of Short-Term Budget Cuts

00:34:52 Reallocating Marketing Budgets and Looking Ahead to the Future

00:36:30 Leveraging Lean Marketing Strategies for Maximum Impact

00:40:13 Wrap up

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Demand Gen Chat is back in 2023 with a brand new season!

In the first episode of Season 4, Tara Robertson chats with Isaac Ware, the Director of Demand Generation at UserGems.

Issac shares his experience running account-based marketing (ABM) campaigns with a small team and their ability to run 300 one-to-one ABM campaigns per month!

Isaac also discusses the challenges of attributing success to a specific team in ABM programs, especially when using paid media to measure success. He suggests tracking which ABX accounts are turning into revenue. Isaac also shares how his team heavily aligns marketing, ADR, and sales to make the most of their ABM program, and walks through how they personalize ads to each account, while tracking job changes to target the right people at the right time with their ABM ads.

Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/

Follow Issac Ware on Linkedin: https://www.linkedin.com/in/isaac-ware/

Check out UserGems: https://www.usergems.com/

Follow Claire Corriveau, Head of Demand Generation at Cobalt: https://www.linkedin.com/in/clarecorriveau/

Read the key takeaways from the interview: www.chilipiper.com/podcast/how-a-small-team-scales-300-abm-campaigns

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

0:00:00 - Intro

0:01:54 - The Challenges of Attribution in ABM Programs and a Success Story

0:03:42 - Exploring ABM Attribution and Metrics for Successful Campaigns

0:05:00 - Tracking ABM Performance Through Paid Ads and Outbound Programs

0:07:25 - Conversation on User Gems' ABM Program and Marketing Team Structure

0:09:27 - UserGems’ Lean Team

0:11:38 - Exploring the Benefits of UserGems for Paid Media Marketing

0:16:24 - Collaboration between Customer Success and Marketing for New Use Cases

0:17:44 - Collaboration Between Marketing and Customer Success Teams for Landing Page Creation

0:20:55 - Analysis of LinkedIn Performance During COVID-19

0:22:55 - Exploring Paid Media Marketing Strategies and Attribution Metrics

0:26:46 - Utilizing Gong Triggers for Employee Engagement

0:28:22 - Expansion and Churn Reduction Strategies

0:30:04 - Exploring Cobalt's Approach to Selling into Sales and Marketing

0:31:15 - Wrap Up

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In the latest episode of Demand Gen Chat, I spoke with Latané Conant, Chief Market Officer at 6sense. Latané has a fresh perspective as a marketing leader thanks to her sales background.

We chat about hiring and building a marketing team, and how to keep a team engaged and motivated even through tough times. Latané also shares how her team works with sales and approaches ABX to engage the 10+ contacts they need to win an opportunity today. She also shares a sneak peek of the second edition of her book No Forms. No Spam. No Cold Calls.

Follow Tara: https://www.linkedin.com/in/taraarobertson

Follow Latané: https://www.linkedin.com/in/latane-conant/

Check out Matt Heinz’s content: https://www.linkedin.com/in/mattheinz/

Check out the Empowered CMO Network Board Book: https://empoweredcmo.com/board-book/

About Demand Gen Chat:

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In this new episode of Demand Gen Chat, I spoke with Colin White, Head of Demand Generation at Clearbit. Colin’s career started in software development and he pivoted into marketing, where he’s focused on driving revenue growth.

If you’re a marketer focused on driving top-of-funnel leads and looking to have an impact further down the funnel you won’t want to miss this episode. We chat about how Colin approaches setting KPIs for individuals on his team (including Marketing Ops), and how to prioritize program ideas for the highest impact. Colin also shares how his team at Clearbit balances the science and ‘gut feel’ of marketing to set and achieve their goals.

Follow Tara: https://www.linkedin.com/in/taraarobertson

Follow Colin: https://www.linkedin.com/in/maybecolin/

Check out Nick Bennett’s content: https://www.linkedin.com/in/nickbennett1/

About Demand Gen ChatDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In this new episode of Demand Gen Chat, I spoke with Tim Davidson, Senior Director of Digital Marketing at Directive. Tim started his time at Directive working with clients at software companies looking to source more pipeline and revenue from their paid channels, his focus now is growing Directive’s own marketing.

You won’t want to miss this episode if you’re a marketer who’s looking to grow your own following or if you’re trying to start posting more creative content on your company’s LinkedIn page. We chat about how to approach figuring out the right mix of demand creation and demand capture programs for your business. Tim also shares common areas B2B marketers are wasting spend and how to identify and cut these programs immediately.

Follow Tara: https://www.linkedin.com/in/taraarobertson

Follow Tim: https://www.linkedin.com/in/tadavidson41/

Check out Gaetano Nino DiNardi’s content: https://www.linkedin.com/in/officialg/

About Demand Gen Chat:

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In the newest episode of Demand Gen Chat, I spoke with Ashley Wilson, co-founder and COO at Momentum. Ashley’s career started in marketing and she has since co-founded Momentum, a sales automation platform for revenue teams.

If you’re a marketer looking for guidance on the best way to update your leadership team on how marketing is going, you won’t want to miss this episode. We also chat about how Ashley approached making her first marketing hire, how marketers should spend their first 30 days in a role to have the biggest impact, and how getting your messaging right can help position your product as a must-have vs nice to have when budgets are tight.

Follow Tara: https://www.linkedin.com/in/taraarobertson

Follow Ashley: https://www.linkedin.com/in/awilson820/

Check out the Inside Olivine newsletter: https://olivinemarketing.substack.com/

About Demand Gen Chat:

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In this new episode of Demand Gen Chat, I spoke with Darrell Alfonso, Global Marketing Operations at Amazon Web Services (AWS) and author of The Martech Handbook. Darrell has been at AWS for over three years, and his team empowers thousands of marketers around the world to do their best work.

We spoke about marketing ops don’ts and the most common mistake Darrell sees when B2B marketers run A/B tests. Darrell also shared how ops can set KPIs to work towards things they'll be proud of, versus spending all year putting out fires and fixing issues in other marketers’ campaigns.

Follow Tara: https://www.linkedin.com/in/taraarobertson

Follow Darrell: https://www.linkedin.com/in/darrellalfonso/

Check out Amanda Natividad’s content: https://twitter.com/amandanat

About Demand Gen Chat:

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

In this week’s episode of Demand Gen Chat, I spoke with Corrina Owens, Senior ABM Manager, Enterprise at Gong. If you’re in B2B, you probably know Gong and see their marketing content everywhere so I was excited to meet Corrina and learn about what goes on behind the scenes and how they measure success. Listen to this episode to hear Corrina’s take on why true personalization is always better than customization, how us marketers could be better at working with sales on ABM, and how the marketing team at Gong is structured. We also swap hot takes on what we’d love to see change on our LinkedIn feeds.

Show Notes:

Follow Tara: https://www.linkedin.com/in/taraarobertson

Follow Corrina: https://www.linkedin.com/in/corrina-owens/

TikTok: https://www.tiktok.com/@featuring_Corrina

Check out Liam Moroney’s content: https://www.linkedin.com/in/liammoroney/

About DGC

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!