Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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How The Best B2B Marketers Are Measuring Success in 2023 with Jason Bradwell from B2B Better
Season 4 · Episode 12
Monday, September 25, 2023 • Duration 41:08
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.
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...
How To Drive Pipeline with Interactive Demos with Natalie Marcotullio from Navattic
Season 4 · Episode 11
Monday, September 11, 2023 • Duration 38:24
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 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/
How To Nail Your First Quarter in a New Marketing Role with Grant Duncan from HST Pathways
Season 4 · Episode 10
Monday, August 21, 2023 • Duration 37:54
Grant Duncan, VP Marketing at HST Pathways, joins Tara Robertson on Demand Gen Chat to discuss the importance of keeping the top-level menu on landing pages, the use of AI in marketing, and his checklist of metrics for starting a new marketing role. Grant emphasizes the need for a buyer-friendly landing page experience and highlights the potential of generative AI in saving time for marketers. He also shares his tips for starting a new role, including conducting industry research, setting onboarding goals, and building trust with the team. Grant discusses his focus on bookings and pipeline metrics at HST Pathways and the upcoming initiatives he is excited about.
How GTM Teams Should Be Using AI with Jen Allen-Knuth from Lavender.ai
Season 4 · Episode 9
Monday, August 7, 2023 • Duration 31:44
Jen Allen Knuth, Community Growth at Lavender, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the power of community in marketing and sales. Jen shares her hot take on the current trend of creating communities just for the sake of having one, emphasizing the importance of listening and observing to identify unmet needs. She also highlights the role of community in creating a safe space for learning and support. Jen reflects on her transition from sales to marketing and emphasizes the need for sales and marketing to work together to open conversations and create curiosity. She shares insights into Lavender's go-to-market strategy, which includes a focus on events and community-led growth. Jen also discusses the use of AI in marketing and sales, emphasizing the importance of a human-first approach and responsible use of technology.
What You Need to Know Before Starting ABM with Jodi Cerretani from RollWorks
Season 4 · Episode 8
Monday, July 24, 2023 • Duration 51:15
Jodi Cerretani, VP of Revenue Marketing at RollWorks, challenges the notion that the MQL is dead. She believes that the MQL is still important and that marketers have an obligation to drive higher quality MQLs with a Fit-focused approach. Jodi shares how her team defines MQLs and the signals they use to pass leads to sales. She also discusses the importance of expanding the number and categories of signals used at the top of the funnel. Jodi emphasizes the need for marketers to be efficient and drive results that align with sales. She shares how her team is cutting back on large conferences and focusing on smaller, more targeted engagements.
0:00:00 Introduction to the episode and guest, Jodi Cerretani
How LinkedIn's Marketing Team Uses LinkedIn with Alex Rynne from LinkedIn
Season 4 · Episode 7
Monday, July 10, 2023 • Duration 43:48
Alex Rynne, the leader of global content and social strategy for LinkedIn Marketing Solutions, joins Tara Robertson on Demand Gen Chat to discuss the power of creativity in B2B marketing. They debunk the myth that B2B marketing is boring and share insights from LinkedIn's research on the growing importance of creative campaigns in the B2B space. They also discuss the impact of thought leadership and emotional advertising on B2B buyers, as well as the importance of building relationships and nurturing leads through top-of-the-funnel content. Alex also shares her excitement about the upcoming Cannes Lions Festival of Creativity and LinkedIn's plans to host live broadcasts and release a State of B2B Marketing Report.
How B2B Marketers Can Create Hype Cycles with Emir Atli from HockeyStack
Season 4 · Episode 6
Monday, June 26, 2023 • Duration 36:48
In this episode of Demand Gen Chat, Emir Atlı, Co-Founder and CRO at HockeyStack joins Tara Robertson to talk about the amazing growth at HockeyStack has seen recently, mainly thanks to their LinkedIn presence. He shares how HockeyStack creates hype around their product by launching new features every two weeks and turning small additions into teasers. Emir also discusses how they turn customer feedback into marketing announcements and free products. In addition, Emir discusses his current focus on building a new media company called The Flow, where every hire is turned into a content piece, and how they are rebranding HockeyStack around the core message of easy and quick attribution.
Partner with RevOps To Exceed Your Growth Targets with Rosalyn Santa Elena at The RevOps Collective
Season 4 · Episode 5
Monday, June 12, 2023 • Duration 27:56
In this episode of Demand Gen Chat, Rosalyn Santa Elena, Founder and CRO at The RevOps Collective shares her insights on how working closely with RevOps can be key for marketers to succeed, especially in tough times. Rosalyn talks about the rise of revenue operations as a function and how it is being talked about more in a marketing sense. She recommends that revenue operations should support the entire customer lifecycle, from top of funnel through being a customer, driving customer success, renewals, growth, and post-sales. She also shares her thoughts on how companies can learn from their customers and feed that knowledge back into their demand gen engine.
Episode Links:
Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
Follow Rosalyn Santa Elena on LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/
Check out The RevOps Collective: https://therevopscollective.com/
Follow Udi Ledegor on LinkedIn: https://www.linkedin.com/in/udiledergor/
Check out the Revenue Engine podcast: https://www.growthforum.io/podcasts/revenue-engine
For even more marketing tips…
🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
0:00:00 Introduction and overview
0:01:49 The rise of revenue operations (RevOps) as a function
0:02:30 The structure of RevOps teams
0:03:40 The importance of a holistic approach to the customer journey
0:04:07 The shift in focus for marketers towards customer success
0:05:15 The importance of learning from customer behavior
Why Working Cross-Functionally is Crucial in 'Squeeze Times'
Season 4 · Episode 4
Monday, May 29, 2023 • Duration 48:14
Amber Bogie from Reachdesk dives into the reality of B2B marketing and how it can be challenging during times when budgets and headcounts are tight. She believes that navigating these challenges can actually enhance marketers' skills, emphasizing the need for close collaboration with CFOs. Amber also discusses direct mail trends and an effective outbound play yielding 50% conversions to opportunity for her sales team. She highlights the importance of evaluation, even during times of growth, and addresses the challenge of aligning team members with different backgrounds on the significance of analytics.
How To Run a Successful B2B Paid Ad Program in 2023 with Silvio Perez from AdConversion
Season 4 · Episode 3
Monday, May 15, 2023 • Duration 49:11
Silvio Perez, the founder of AdConversion, shares his perspective on what it takes to run a successful B2B paid ad program in 2023 with Tara Robertson on this episode of Demand Gen Chat. Silvio also shares valuable insights on Google’s shift away from third-party cookies in 2024 and the impact of remarketing audiences, suggesting that it is equally, if not more important than an email list due to low open rates and high opt-in costs.
They also chat about ungated content, the importance of audience size and targeting for profitable investments, and creating epic content to position a company as a thought leader.
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!
0:00:00 Introduction to the episode and guest, Grant Duncan
0:01:05 Discussion on the debate around removing top-level menus from landing pages
0:04:19 Grant's experience using AI during his time off
0:08:26 Tips for marketers starting new roles
0:14:23 Metrics to focus on in the first 30 days of a new role
0:21:43 Top priorities and focus areas for Grant at HST Pathways
0:24:07 Weekly and monthly metrics Grant tracks
0:30:32 Changes and improvements made to existing programs
0:34:57 Under the radar tactic: listening to Gong calls and sharing insights
0:36:26 Where to find more about Grant and his content
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
0:00:00 Introduction to the episode and guest, Jen Allen-Knuth
0:01:19 Discussion on the buzzword of "community" in...
0:01:20 Jodi's disagreement with the idea that MQLs are dead
0:02:41 Jodi's definition of MQLs
0:04:40 The scoring and account targeting process at RollWorks
0:08:17 The different signals and categories of signals used at the top of the funnel
0:10:43 The upcoming launch of the "Hot Contacts" capability
0:12:15 Challenges faced in hitting targets and adjusting MQL definitions
0:15:42 The impact of COVID-19 on marketing strategies and programs
0:19:25 The metrics covered in weekly business reviews
0:23:22 The role of marketing operations in dashboard setup and reporting
0:25:02 The focus on efficiency and the reduction of testing budgets
0:26:08 The shift away from large conferences and towards smaller engagements
0:28:13 The importance of complete and accurate data for effective marketing
0:30:05 The excitement for the transformation of marketing towards efficiency
0:32:56 The value of learning from practitioners and peer-to-peer engagements
0:35:33 The power of the "Hot Contacts" capability for unlocking demand
0:38:29 The use of gifting and summarized takeaways for virtual events
0:40:48 The anticipation of marketing's role in strategic conversations
0:46:42 The under-the-radar game changer of "Hot Contacts"
0:49:14 Where to find more about Jodi and RollWorks' content
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
00:45:47 Leveraging Communities and Advocacy for Growth
00:47:12 Wrap up
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re...
0:00:00 Intro
0:02:37 The Benefits of Retargeting Audiences and Content Consumption in a Post-Third Party Cookie World
0:04:22 Audience Building Strategies for Digital Marketing
0:05:20 Granular Funnel Orchestration for B2B Companies
0:11:22 The Importance of Sweating the Small Details in Digital Marketing
0:14:34 Challenges of Paid Media Programs in B2B Marketing
0:18:20 Analysis of Google Ads Performance and Budget Allocation
0:23:56 New Tactics for Acceleration Campaigns in Demand Generation
0:25:43 Exploring Low-Cost Advertising Strategies to Improve Sales Cycle Time
0:27:38 Retargeting Strategies on Twitter and YouTube
0:29:04 Analysis of Claude Hopkins' 18th Century Advertising Strategies and Modern B2B Marketing Tactics
0:32:15 Optimizing Paid Campaigns for Maximum Efficiency and ROI
0:35:22 Paid Search Strategies for Budget Restraints
0:37:07 Paid Media Optimization Strategies
0:41:30 Analysis of Inefficiency in Digital Advertising Spend
0:43:06 Heading: Ad Conversion Academy Launch: Five Commitments to Students
0:44:51 Paid Media Expertise
0:46:17 Optimizing Landing Pages for Improved Conversion Rates
0:47:47 Wrap up
Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!
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