Demand Gen Chat

How The Best B2B Marketers Are Measuring Success in 2023 with Jason Bradwell from B2B Better

Chili Piper — Mon, 25 Sep 2023 06:00:00 -0700

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

Episode Links:

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

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

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

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

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

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

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

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

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

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

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

For even more marketing tips…

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

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

Timestamps:

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

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

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

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

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

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

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

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

0:25:22 Prioritizing and organizing ideas for experimental plays

0:33:19 Recommendation for an under-the-radar B2B marketer to follow

0:38:10 Where to follow Jason and find more of 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!

How To Drive Pipeline with Interactive Demos with Natalie Marcotullio from Navattic

Chili Piper — Mon, 11 Sep 2023 06:00:00 -0700

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

How To Nail Your First Quarter in a New Marketing Role with Grant Duncan from HST Pathways

Chili Piper — Mon, 21 Aug 2023 06:00:00 -0700

Grant Duncan, VP Marketing at HST Pathways, joins Tara Robertson on Demand Gen Chat to discuss the importance of keeping the top-level menu on landing pages, the use of AI in marketing, and his checklist of metrics for starting a new marketing role. Grant emphasizes the need for a buyer-friendly landing page experience and highlights the potential of generative AI in saving time for marketers. He also shares his tips for starting a new role, including conducting industry research, setting onboarding goals, and building trust with the team. Grant discusses his focus on bookings and pipeline metrics at HST Pathways and the upcoming initiatives he is excited about.

Episode Links:

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

Follow Grant Duncan: https://www.linkedin.com/in/grantmduncan/

ChatGPT: https://chat.openai.com/

OpenAI API: https://openai.com/product

Opus: https://www.opus.pro/

RACI project management framework: https://www.forbes.com/advisor/business/raci-chart/

Follow Allison Loehman: https://www.linkedin.com/in/allisonloehman/

Check out Gong: https://www.gong.io/

Check out Grant’s website: https://thisisgrant.com/

For even more marketing tips…

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

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

Timestamps:

0:00:00 Introduction to the episode and guest, Grant Duncan

0:01:05 Discussion on the debate around removing top-level menus from landing pages

0:04:19 Grant's experience using AI during his time off

0:08:26 Tips for marketers starting new roles

0:14:23 Metrics to focus on in the first 30 days of a new role

0:21:43 Top priorities and focus areas for Grant at HST Pathways

0:24:07 Weekly and monthly metrics Grant tracks

0:30:32 Changes and improvements made to existing programs

0:34:57 Under the radar tactic: listening to Gong calls and sharing insights

0:36:26 Where to find more about Grant and his content

How GTM Teams Should Be Using AI with Jen Allen-Knuth from Lavender.ai

Chili Piper — Mon, 07 Aug 2023 06:00:00 -0700

Jen Allen Knuth, Community Growth at Lavender, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the power of community in marketing and sales. Jen shares her hot take on the current trend of creating communities just for the sake of having one, emphasizing the importance of listening and observing to identify unmet needs. She also highlights the role of community in creating a safe space for learning and support. Jen reflects on her transition from sales to marketing and emphasizes the need for sales and marketing to work together to open conversations and create curiosity. She shares insights into Lavender's go-to-market strategy, which includes a focus on events and community-led growth. Jen also discusses the use of AI in marketing and sales, emphasizing the importance of a human-first approach and responsible use of technology.

Episode Links:

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

Follow Jen Allen-Knuth on LinkedIn: https://www.linkedin.com/in/demandjen1/

Check out Lavender: https://www.lavender.ai/

Follow Will Aitken: https://www.linkedin.com/in/justwillaitken/

Watch Sales Feed: https://www.youtube.com/c/salesfeedtube

Follow Todd Clouser: https://www.linkedin.com/in/toddclouser/

Follow Chelsea Castle: https://www.linkedin.com/in/chelseacastle/

Follow Will Allred: https://www.linkedin.com/in/williamallred/

Follow Will Balance: https://www.linkedin.com/in/wmb1/

Check out GTM Partners: https://gtmpartners.com/

Check out: SDR Leader: https://www.sdrleader.com/

Follow Sam Nelson: https://www.linkedin.com/in/realsamnelson/

Check out Refine Labs: https://www.refinelabs.com/

Follow Travis Tyler: https://www.linkedin.com/in/travis-scott-tyler/

Check out PandaDoc: https://www.pandadoc.com/

Check out Salesbricks: https://www.salesbricks.com/

For even more marketing tips…

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

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

Timestamps:

0:00:00 Introduction to the episode and guest, Jen Allen-Knuth

0:01:19 Discussion on the buzzword of "community" in marketing

0:03:50 Defining what community means at Lavender

0:06:35 Insights from transitioning from sales to marketing

0:07:33 Importance of understanding prospects' conversations and needs

0:09:18 Sales' shift towards engaging in communities and dark social

0:12:02 Lavender's go-to-market strategy and the power of community

0:15:19 Metrics used to measure the success of marketing strategies

0:19:35 The effectiveness of events and self-reported attribution

0:22:41 No major marketing failures, but emphasis on talent and creativity

0:25:56 Excitement for the future of AI in marketing

0:28:52 Advice to be more fun and creative in marketing

0:30:06 Where to follow Jen

What You Need to Know Before Starting ABM with Jodi Cerretani from RollWorks

Chili Piper — Mon, 24 Jul 2023 05:00:00 -0700

Jodi Cerretani, VP of Revenue Marketing at RollWorks, challenges the notion that the MQL is dead. She believes that the MQL is still important and that marketers have an obligation to drive higher quality MQLs with a Fit-focused approach. Jodi shares how her team defines MQLs and the signals they use to pass leads to sales. She also discusses the importance of expanding the number and categories of signals used at the top of the funnel. Jodi emphasizes the need for marketers to be efficient and drive results that align with sales. She shares how her team is cutting back on large conferences and focusing on smaller, more targeted engagements.

Episode Links:

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

Follow Jodi Cerretani on LinkedIn: https://www.linkedin.com/in/jodicerretani/

Checkout RollWorks: https://www.rollworks.com/

Checkout Bombora: https://bombora.com/

Checkout G2: https://www.g2.com/

Read RollWorks blog: https://www.rollworks.com/resources/blog

For even more marketing tips…

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

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

Timestamps:

0:00:00 Introduction to the episode and guest, Jodi Cerretani

0:01:20 Jodi's disagreement with the idea that MQLs are dead

0:02:41 Jodi's definition of MQLs

0:04:40 The scoring and account targeting process at RollWorks

0:08:17 The different signals and categories of signals used at the top of the funnel

0:10:43 The upcoming launch of the "Hot Contacts" capability

0:12:15 Challenges faced in hitting targets and adjusting MQL definitions

0:15:42 The impact of COVID-19 on marketing strategies and programs

0:19:25 The metrics covered in weekly business reviews

0:23:22 The role of marketing operations in dashboard setup and reporting

0:25:02 The focus on efficiency and the reduction of testing budgets

0:26:08 The shift away from large conferences and towards smaller engagements

0:28:13 The importance of complete and accurate data for effective marketing

0:30:05 The excitement for the transformation of marketing towards efficiency

0:32:56 The value of learning from practitioners and peer-to-peer engagements

0:35:33 The power of the "Hot Contacts" capability for unlocking demand

0:38:29 The use of gifting and summarized takeaways for virtual events

0:40:48 The anticipation of marketing's role in strategic conversations

0:46:42 The under-the-radar game changer of "Hot Contacts"

0:49:14 Where to find more about Jodi and RollWorks' content

How LinkedIn's Marketing Team Uses LinkedIn with Alex Rynne from LinkedIn

Chili Piper — Mon, 10 Jul 2023 05:00:00 -0700

Alex Rynne, the leader of global content and social strategy for LinkedIn Marketing Solutions, joins Tara Robertson on Demand Gen Chat to discuss the power of creativity in B2B marketing. They debunk the myth that B2B marketing is boring and share insights from LinkedIn's research on the growing importance of creative campaigns in the B2B space. They also discuss the impact of thought leadership and emotional advertising on B2B buyers, as well as the importance of building relationships and nurturing leads through top-of-the-funnel content. Alex also shares her excitement about the upcoming Cannes Lions Festival of Creativity and LinkedIn's plans to host live broadcasts and release a State of B2B Marketing Report.

Episode Links:

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

Follow Alex Rynne on LinkedIn: https://www.linkedin.com/in/alexandrarynne/

Check out LinkedIn’s B2B Marketing tools: https://business.linkedin.com/marketing-solutions

Follow LinkedIn Collective: https://www.linkedin.com/showcase/linkedin-collective/

Read the LinkedIn-Edelman B2B Thought Leadership Report: https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report

Check out the Cannes Lions International Festival of Creativity: https://www.canneslions.com/

Read the Linkedin-Ipsos Research “The Global State of B2B Marketing”: https://business.linkedin.com/marketing-solutions/b2b-benchmark

Watch the LinkedIn Live at Cannes Lions 2022 featuring Emily Graham on Juneteenth: https://www.linkedin.com/events/juneteenth-thejourneytowardequi6942158723423354880/theater/

Read the CMO Council report on Customer Lifetime Value: https://www.cmocouncil.org/about/media-center/press-releases/new-report-finds-opportunity-to-re-think-customer-lifetime-value

Follow Bozoma Saint John: https://www.linkedin.com/in/bozoma-saint-john-0305441/

Read Bozma’s book “The Urgent Life”: https://www.amazon.com/Urgent-Life-Story-Love-Survival/dp/0593300173

Read LinkedIn’s Marketing & Advertising Blog: https://www.linkedin.com/business/marketing/blog

For even more marketing tips…

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

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

Timestamps:

0:00:00 Introduction to the episode and guest, Alex Rynee, from LinkedIn Marketing Solutions.

0:02:06 B2B marketing leaders are recognizing the importance of creativity.

0:03:08 Thought leadership and creativity are key differentiators in B2B marketing.

0:05:41 Building a community and fostering relationships with influencers.

0:08:00 Balancing brand spend and demand capture campaigns during economic downturns.

0:10:02 The importance of thought leadership during economic downturns.

0:11:28 Emotional advertising and its impact on B2B marketing.

0:14:46 The Cannes Lions Festival of Creativity and LinkedIn's involvement.

0:19:22 Measuring success of content and campaigns on LinkedIn.

0:25:54 Unique ways LinkedIn's marketing team uses LinkedIn, such as LinkedIn Live.

How B2B Marketers Can Create Hype Cycles with Emir Atli from HockeyStack

Chili Piper — Mon, 26 Jun 2023 14:45:00 -0700

In this episode of Demand Gen Chat, Emir Atlı, Co-Founder and CRO at HockeyStack joins Tara Robertson to talk about the amazing growth at HockeyStack has seen recently, mainly thanks to their LinkedIn presence. He shares how HockeyStack creates hype around their product by launching new features every two weeks and turning small additions into teasers. Emir also discusses how they turn customer feedback into marketing announcements and free products. In addition, Emir discusses his current focus on building a new media company called The Flow, where every hire is turned into a content piece, and how they are rebranding HockeyStack around the core message of easy and quick attribution.

Episode Links:

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

Follow Emir Atli on LinkedIn: https://www.linkedin.com/in/emircatli/

Check out HockeyStack: https://hockeystack.com/

Check out The Flow: https://hockeystack.com/the-flow

HockeyStack’s Y Combinator documentary: https://www.linkedin.com/posts/activity-7059533487497768962-YRqI?utm_source=share&utm_medium=member_desktop

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

Follow Dee: https://www.linkedin.com/in/paidthacosttobedaboss/

Follow Canberk: https://www.linkedin.com/in/canberkbeker/

Follow Mark: https://www.linkedin.com/in/mkosoglow/

Check out Lavendar.ai: https://www.lavender.ai/

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

Check out Clearbit: https://clearbit.com/

For even more marketing tips…

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

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

Timestamps:

0:00:00 Introduction to the episode and Emir

0:00:26 Emir's take on marketing and how to be interesting.

0:01:52 The importance of creating hype and announcements for product launches.

0:02:58 Balancing marketing announcements with technical updates and feedback from customers.

0:04:05 Focus on the current quarter and how new hires will change day-to-day tasks.

0:04:36 Turning everything into a content piece and building a connection with the audience.

0:05:07 Focus on The Flow, a new media company, and building a dedicated show for the team.

0:06:12 Making every team member an expert in their own area and coming up with new categories of video series.

0:06:39 Rebranding the website and aligning sales, marketing, and customer success around a single message.

0:07:35 Core focus on attribution and getting as much data as possible to understand the customer journey.

0:09:42 Emir's role as a bridge between marketing and sales and advice on last touch tables and linear tables for content and ads.

0:10:14 The debate on software attribution versus software-based Attribution and the importance of doing both.

0:11:02 Looking at last touch before booking a demo and comparing closed deals with email touchpoints.

0:12:01 The use of a live demo for inbound leads and a fun template for high intent companies.

0:13:29 Plans for cold outbound and using the same list for LinkedIn and sales team with engagement metrics.

0:13:34 Building their own live demo for customization and highlighting features.

0:14:41 Experimenting with gated and ungated demos and how follow-up emails convert entrances into demo bookings.

0:15:17 Using LinkedIn for organic growth and connecting with related people to see posts.

0:16:25 Posting twice a day, being interesting, and connecting parts talked about into the product.

0:17:54 Meeting with people, sending DMs, and engaging with content led to growth on LinkedIn.

0:18:43 LinkedIn was the best channel for B2B, tried other channels but didn't work.

0:19:31 Using Facebook for retargeting purposes only and advertising simple posts from personal pages.

0:19:57 Testing ad creatives on personal pages before advertising and documenting tests in a Notion folder.

0:21:05 Documenting everything and sharing results with the team.

0:23:17 Creating playbooks from successful tests and connecting data to identify previous visits and visits after that.

0:24:09 Documenting internal meetings and creating content pieces for strategy and growth.

0:25:07 Hiring for initiative and trust, and focusing on LinkedIn for growth.

0:29:49 Hiring self-motivated remote workers and evaluating channels and budgets.

0:30:08 Focus shifting from SEO to LinkedIn due to complexity of product.

0:31:12 Difficulty of doing SEO for a new category like attribution.

0:32:06 Looking forward to launching a documentary and building out a media company.

0:33:13 Plans for partnerships with other companies.

0:34:11 Recommended marketers to follow.

0:34:48 Focus on tying together core channels to be everywhere the audience hangs out.

0:35:21 Emir mentions that the launch is going to be awesome.

0:35:23 Tara asks where the audience can find out more about Emir and follow him.

0:35:31 Emir suggests LinkedIn and The Flow's newsletter as places to follow him.

0:35:50 Conclusion of the episode and thanks for listening.

Partner with RevOps To Exceed Your Growth Targets with Rosalyn Santa Elena at The RevOps Collective

Chili Piper — Mon, 12 Jun 2023 05:00:00 -0700

In this episode of Demand Gen Chat, Rosalyn Santa Elena, Founder and CRO at The RevOps Collective shares her insights on how working closely with RevOps can be key for marketers to succeed, especially in tough times. Rosalyn talks about the rise of revenue operations as a function and how it is being talked about more in a marketing sense. She recommends that revenue operations should support the entire customer lifecycle, from top of funnel through being a customer, driving customer success, renewals, growth, and post-sales. She also shares her thoughts on how companies can learn from their customers and feed that knowledge back into their demand gen engine.

Episode Links:

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

Follow Rosalyn Santa Elena on LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/

Check out The RevOps Collective: https://therevopscollective.com/

Follow Udi Ledegor on LinkedIn: https://www.linkedin.com/in/udiledergor/

Check out the Revenue Engine podcast: https://www.growthforum.io/podcasts/revenue-engine

For even more marketing tips…

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

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

0:00:00 Introduction and overview

0:01:49 The rise of revenue operations (RevOps) as a function

0:02:30 The structure of RevOps teams

0:03:40 The importance of a holistic approach to the customer journey

0:04:07 The shift in focus for marketers towards customer success

0:05:15 The importance of learning from customer behavior

0:06:20 The impact of Rev Ops on marketing

0:07:17 The challenges of implementing Rev Ops

0:08:47 The future of Rev Ops

0:09:55 Summarizing RevOps

0:11:14 Tracking key indicators for conversion

0:12:15 Importance of defining the right ICP

0:14:07 Focusing on what's working and pausing what's not

0:15:03 The importance of constant analysis and A/B testing

0:16:11 The role of RevOps in providing insights for pivoting quickly

0:16:17 The importance of alignment and collaboration between RevOps and Marketing Ops

0:17:48 The significance of having alignment across goals, strategy, and metrics

0:19:21 The value of leveraging Marketing Ops as a strategic partner

0:20:15 The importance of sharing insights between RevOps and Marketing Ops

0:21:19 Companies seeking strategic advice from Rev Ops experts

0:21:37 The rise of RevOps as a strategic partner for marketing

0:22:41 The challenge of aligning Marketing Ops and RevOps

0:23:49 More alignment around RevOps and embracing it as a driver of revenue

0:25:08 The excitement around social media and building brand presence

0:26:12 Wrapping up

Why Working Cross-Functionally is Crucial in 'Squeeze Times'

Chili Piper — Mon, 29 May 2023 05:00:00 -0700

Amber Bogie from Reachdesk dives into the reality of B2B marketing and how it can be challenging during times when budgets and headcounts are tight. She believes that navigating these challenges can actually enhance marketers' skills, emphasizing the need for close collaboration with CFOs. Amber also discusses direct mail trends and an effective outbound play yielding 50% conversions to opportunity for her sales team. She highlights the importance of evaluation, even during times of growth, and addresses the challenge of aligning team members with different backgrounds on the significance of analytics.

Episode Links:

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

Follow Amber Bogie: https://www.linkedin.com/in/amber-bogie/

Follow Sofia Silva: https://www.linkedin.com/in/sofiaalexandrasilva/

Follow Amber Rhodes: https://www.linkedin.com/in/amber-a-rhodes/

Check out Amber Rhodes’ Podcast “Everything’s Coming Up Marketing”: https://www.linkedin.com/company/everything-s-coming-up-marketing/

Follow Justin Fordham: https://www.linkedin.com/in/justin-fordham/

Check out Justin’s Podcast “Revvin’ The Revenue Engine”: https://www.linkedin.com/company/revvin-the-revenue-engine/

For even more marketing tips…

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

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

Timestamps:

0:00:00 Intro

00:00:00 Intro

00:01:50 Scrutiny and Evaluation in Squeeze Growth Times

00:03:51 The Impact of Data-Driven Marketing

00:05:33 The Value of Marketing Operations at Reachdesk

00:07:06 Cross-Functional Alignment and Collaboration for Business Impact

00:09:00 Demand Generation Metrics and ABM Strategies

00:11:16 Evaluating Channels and Optimizing Spend for Increased Conversion Rates

00:15:42 Improving Conversion Rates Through Utilization of Chili Piper Concierge

00:17:25 Optimizing Demand Gen and ABM Strategies at Reachdesk

00:19:28 Demand Gen and ABM Strategies for ABM Light Campaigns

00:21:04 Implementing an Effective Account-Based Marketing Strategy

00:23:34 Utilizing Direct Mail in Go-To-Market Strategies

00:25:19 Gifting Strategies for Outbound and Inbound Marketing Campaigns

00:30:16 The Benefits of Gifting for Business Relationships

00:33:46 Brand Exposure Through Events and Sponsorships

00:36:50 Leveraging Events for B2B Marketing Success

00:39:51 Team Growth, and Mentorship

00:42:12 Influencers and Mental Health in Marketing

00:44:24 Under-the-Radar Revenue Operations Tactics

00:45:47 Leveraging Communities and Advocacy for Growth

00:47:12 Wrap up

How To Run a Successful B2B Paid Ad Program in 2023 with Silvio Perez from AdConversion

Chili Piper — Mon, 15 May 2023 15:45:00 -0700

Silvio Perez, the founder of AdConversion, shares his perspective on what it takes to run a successful B2B paid ad program in 2023 with Tara Robertson on this episode of Demand Gen Chat. Silvio also shares valuable insights on Google’s shift away from third-party cookies in 2024 and the impact of remarketing audiences, suggesting that it is equally, if not more important than an email list due to low open rates and high opt-in costs.

They also chat about ungated content, the importance of audience size and targeting for profitable investments, and creating epic content to position a company as a thought leader.

Episode Links:

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

Follow Silvio Perez: https://www.linkedin.com/in/silvio-perez/

Gated: https://www.gated.com/

Canberk Beker from Cognism: https://www.linkedin.com/in/canberkbeker/

AdConversion’s Website: https://www.adconversion.com/

Ad Conversion’s Youtube: https://www.youtube.com/c/AdConversion

For even more marketing tips…

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

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

Timestamps:

0:00:00 Intro

0:02:37 The Benefits of Retargeting Audiences and Content Consumption in a Post-Third Party Cookie World

0:04:22 Audience Building Strategies for Digital Marketing

0:05:20 Granular Funnel Orchestration for B2B Companies

0:11:22 The Importance of Sweating the Small Details in Digital Marketing

0:14:34 Challenges of Paid Media Programs in B2B Marketing

0:18:20 Analysis of Google Ads Performance and Budget Allocation

0:19:49 Optimizing Performance Ads: Leveraging Automated Bid Strategies and Tracking Server-to-Server Conversions

0:23:56 New Tactics for Acceleration Campaigns in Demand Generation

0:25:43 Exploring Low-Cost Advertising Strategies to Improve Sales Cycle Time

0:27:38 Retargeting Strategies on Twitter and YouTube

0:29:04 Analysis of Claude Hopkins' 18th Century Advertising Strategies and Modern B2B Marketing Tactics

0:32:15 Optimizing Paid Campaigns for Maximum Efficiency and ROI

0:35:22 Paid Search Strategies for Budget Restraints

0:37:07 Paid Media Optimization Strategies

0:41:30 Analysis of Inefficiency in Digital Advertising Spend

0:43:06 Heading: Ad Conversion Academy Launch: Five Commitments to Students

0:44:51 Paid Media Expertise

0:46:17 Optimizing Landing Pages for Improved Conversion Rates

0:47:47 Wrap up

The Most Common Demand Gen Misconceptions with Liam and Graceanne from Storybook Marketing

Chili Piper — Mon, 01 May 2023 06:00:00 -0700

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

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

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

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

Episode Links:

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

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

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

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

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

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

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

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

For even more marketing tips…

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

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

Timestamps:

00:00:00 Intro

00:01:50 Demand Gen Tactics and Strategies

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

00:04:58 Effective Strategies for Reaching Customers

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

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

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

00:18:20 Outbound Marketing Strategies

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

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

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

00:29:50 Emotionally-Driven Marketing Decisions

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

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

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

00:40:13 Wrap up

How a Small Team Measures and Scales 300 ABM Campaigns with Isaac Ware from UserGems

Chili Piper — Mon, 17 Apr 2023 14:00:00 -0700

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

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

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

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

Links:

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

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

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

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

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

For even more marketing tips…

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

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

Timestamps:

0:00:00 - Intro

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

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

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

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

0:09:27 - UserGems’ Lean Team

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

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

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

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

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

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

0:28:22 - Expansion and Churn Reduction Strategies

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

0:31:15 - Wrap Up

Managing through volatility, running strategic ABX & why multithreading is more important than ever | Latané Conant @ 6sense

Chili Piper — Mon, 31 Oct 2022 21:59:00 -0700

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

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

Show Notes

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:

Building a revenue-driven marketing team & why taking big swings is more important in tough times | Colin White @ Clearbit

Chili Piper — Tue, 18 Oct 2022 09:00:00 -0700

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

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

Show Notes

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!

Leading with edutainment, fixing the B2B buying process & balancing demand capture and creation | Tim Davidson @ Directive

Chili Piper — Mon, 26 Sep 2022 22:10:00 -0700

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

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

Show Notes

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:

What execs really want to see from marketing & how to position your product as must-have vs nice to have | Ashley Wilson @ Momentum

Chili Piper — Mon, 29 Aug 2022 13:00:00 -0700

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

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

Show Notes

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:

Marketing ops don’ts and why healthy tension between DG and ops is a good thing | Darrell Alfonso @ AWS

Chili Piper — Mon, 15 Aug 2022 12:00:00 -0700

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

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

Show Notes

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:

Personalization is better than customization & how to work with sales to win ABM | Corrina Owens @ Gong

Chili Piper — Mon, 25 Jul 2022 13:00:00 -0700

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

Why customer marketing is one of the fastest-growing titles in SaaS & predictions for the role | Katie Meeker @ iCIMS

Chili Piper — Mon, 11 Jul 2022 13:00:00 -0700

Episode Description

In the newest episode of Demand Gen Chat, I spoke with Katie Meeker, the Director of Customer Marketing at iCIMS. Katie has been at iCIMS for over 13 years, originally joining the marketing team as an events coordinator, and now leading customer marketing. Customer marketing is a relatively new function that is growing quickly so I was very excited to learn from Katie. Listen to this episode to hear why customer marketers should report into marketing, the martech stack iCIMS uses to power their customer marketing programs, and Katie’s predictions for the future of the role.

Show Notes

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

Follow Katie: https://www.linkedin.com/in/katiemeeker/

Check out the Customer Marketing Certification by Product Marketing Alliance: https://certified.productmarketingalliance.com/p/customer-marketing-certified

About Demand Gen Chat

What successful ABM teams have in common & the problem with direct mail | Hillary Carpio @ Snowflake

Chili Piper — Mon, 20 Jun 2022 13:00:00 -0700

In this episode of Demand Gen Chat, I chatted with Hillary Carpio, Director of ABM at Snowflake. Hillary leads an ABM team of 18 marketers that support 100s of sales reps across North America and Latin America. We talked about how her team works cross-functionally to drive success with their ABM programs, how they measure ABM at Snowflake, and why ABM is no longer just display ads and direct mail.

Show Notes:

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

Follow Hillary: https://www.linkedin.com/in/hillarycarpio/ https://thehillarycarpio.com/

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

How DG Should Work with Design, ‘COMO’, and Superside’s Top Ad Creative | Amrita Mathur @ Superside

Chili Piper — Mon, 06 Jun 2022 13:00:00 -0700

In the newest episode of Demand Gen Chat, I caught up with Amrita Mathur, VP Marketing at Superside.

Superside has gone through amazing growth since Amrita joined as the first marketer in May 2019. We cover a wide-range of topics from the history of Superside’s marketing team, to how demand gen marketers can work better with design teams, to what ‘COMO’ is and how marketers can take advantage of it to stay ahead of the crowd in SaaS.

Show Notes:

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

Follow Amrita: https://www.linkedin.com/in/amritamathur/ https://twitter.com/amritamathur

Check out Katelyn Bourgoin’s newsletter: https://customercamp.co/whywebuy/

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!

Dark social, self-reported attribution, how we ruined gated content | Sidney Waterfall @ Refine Labs

Chili Piper — Mon, 16 May 2022 13:00:00 -0700

In the latest episode of Demand Gen Chat, I spoke with Sidney Waterfall, VP of Demand at Refine Labs. The agency works with growth-stage B2B SaaS companies and puts out a ton of content sharing their learnings. We cover some topics that have been all over LinkedIn feeds lately; dark social and how to use it to drive demand, and how marketers can actually use all the data you collect from self-reported attribution to make business decisions.

Show Notes:

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

Follow Sidney: https://www.linkedin.com/in/sidneywaterfall (ask her if she’s started making TikToks yet!)

Follow Nick Bennett: https://www.linkedin.com/in/nickbennett1/

MQLs aren’t the enemy and creating high-converting competitor pages | Dev Basu @ Powered by Search

Chili Piper — Mon, 02 May 2022 18:51:00 -0700

In this episode, I sat down with a fellow Torontonian, Dev Basu, CEO of Powered by Search. The agency has been helping B2B companies grow since 2009 and Dev has seen some major shifts in the way B2B companies go-to-market. We cover some spicy topics including why Dev doesn’t believe MQLs are dead, and how to create competitor comparison pages that your prospects will actually want to read.

Show Notes:

Follow Tara: https://twitter.com/taraarobertson

Follow Dev: https://twitter.com/devbasu

Playbook: Competitor Comparison Landing Pages https://www.poweredbysearch.com/blog/competitor-comparison-landing-pages-for-saas/

Check out 42 Agency’s blog and newsletter: https://www.fourtytwo.agency/blog

Messaging is a moving target, MQL purgatory, and growth marketing hubs | Kaylee Edmondson @ BrightWheel

Chili Piper — Mon, 18 Apr 2022 16:26:23 -0700

Episode Description

Demand Gen Chat is back for a new season! In our first episode of Season 3, we introduce you to our new host and catch up with Kaylee on what she’s been up to since joining the marketing team at BrightWheel. We also chat about a few of her favorite episodes from last season of the podcast, and the tactics she'll be bringing with her as she builds out the demand gen function in her new role.

Show Notes

Listen to Ben’s episode to heart how he approaches MQLs: https://www.chilipiper.com/resources/demand-gen-chat/s2e14

Listen to Jason & Mark’s episode to learn more about how they got their CAB’s help to test out their messaging: https://www.chilipiper.com/resources/demand-gen-chat/s2e7

Listen to Julia’s episode to hear more about Toast’s Growth team: https://www.chilipiper.com/resources/demand-gen-chat/s2e18

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

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

About Demand Gen Chat

Growth for an IPO, funnel-vision, and driving demand at scale | Julia Beebe @ Toast

Chili Piper — Wed, 22 Dec 2021 16:24:00 -0700

On today's episode Julia Beebe, Director of Growth at Toast joined me for a long-overdue discussion about the importance of constantly making optimizations for your funnel. It's no surprise that Toast has seen so much growth and success this year. They've IPO'ed, continued to grow headcount, and have given back to the restaurant industry after the industry has been severely impacted by the pandemic. And Julia has been at Toast through it all (6 years in fact). Definitely an episode worth listening to if you're looking to find ways to strategically scale your headcount, your budget, your impact to the business.

Show notes:

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Follow Julia: https://www.linkedin.com/in/juliabeebe/

About Demand Gen Chat Demand Gen Chat is a Chili Piper podcast hosted by Kaylee Edmondson. Join us as we sit down with leaders in marketing to discover the key to driving B2B revenue. If you want benchmarks or insights on trends in the market, this podcast is for you!

From CMO to CRO, Sales and Storytelling, Marketing Bots | Darryl Praill @ VanillaSoft

Chili Piper — Fri, 10 Dec 2021 16:31:00 -0700

Darryl Praill, CRO over at VanillaSoft joined me for today's pod. If you don't already know and follow Darryl (here he is – follow him, but then come back and listen to the episode). We go in depth on his rationale to make the switch from CMO to CRO, his philosophy behind the importance of all marketers also being sellers, and he might have spent a few minutes on his latest soapbox about marketing bots. (Isn't AI great all the time though? No way it could possibly provide an unauthentic experience...) Happy listening! See ya on the other side ✌️

Critical path to success, pressure tests, and collaboration for scale | Brad Smith @ Sonar

Chili Piper — Tue, 30 Nov 2021 17:30:00 -0700

RevOps is not your SFDC admin, your business systems, your IT department, or your help desk. So, what is it? Brad Smith the CEO and CoFounder of Sonar, and the beloved WizOps community joined us for today's episode to school us on all the things RevOps is not, so that he can help educate us on what the function actually is, how to scale it, when to implement the team, and the critical path to scale. Dive in! ✌️

Show Notes:

Rosalyn Santa Elena, Vice President, Global Revenue Operations @ Neo4j: https://www.linkedin.com/in/rosalyn-santa-elena/

Jeff Ignacio, Sales Ops Lead @ AWS: https://www.linkedin.com/in/jeffbethechange/

Keith Jones, GTM Systems @ MURAL: https://www.linkedin.com/in/revenueoperations/

WizOps: https://www.wizops.org/

Follow Brad: https://www.linkedin.com/in/smithbradleyt/

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper: https://www.chilipiper.com/

Demand Gen Chat is a Chili Piper podcast hosted by Kaylee Edmondson. Join us as we sit down with leaders in marketing to discover the key to driving B2B revenue. If you want benchmarks or insights on trends in the market, this podcast is for you!

B2B Marketing Playbooks, Trashing Lead Gen, and Cracking The Code of Attribution | Edward Ford @ Supermetrics

Chili Piper — Wed, 10 Nov 2021 21:46:00 -0700

On today's episode I got to join Edward Ford on The Growth Hub Podcast. This episode is lifting the lid on where the marketing playbook is going. I share my thoughts on how B2B SaaS companies should be gearing up for the future, we talk about the old playbook, the dark funnel, getting buy in, and measuring success. Dive in! I'll see ya on the other side. ✌️

Show Notes:

Obviously Awesome by April Dunford: https://www.goodreads.com/en/book/show/45166937-obviously-awesomeAdvance

B2B: www.advanceb2b.com

Follow The Growth Hub on Twitter: https://www.twitter.com/SaaSGrowthHub

Follow Edward on Twitter: twitter.com/NordicEdward

Follow Edward on LinkedIn: https://www.linkedin.com/in/fordedward/

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper: https://www.chilipiper.com/

MQL Purgatory, Nailing that PM Fit, & The Misunderstood Discipline of Attribution | Ben Pollack @ ChartHop

Chili Piper — Thu, 21 Oct 2021 17:17:00 -0700

On today's episode I finally got the chance to sit down with Ben! Ben Pollack is the Head of Growth Marketing over at ChartHop. If you don't know Ben yet, here's the TL;DR - he's a brilliant, forward-thinking marketer, with a knack (dare I say...obsession) for cutting out the crap and making an impact on the bottom line. We chat about his intolerance for getting stuck in an MQL purgatory, how they've prioritized nailing the product market fit for ChartHop, and that pesky misunderstood discipline of attribution. This episode is action-packed. Dive in! See you on the other side ✌️

Show Notes:

Follow Ben: https://www.linkedin.com/in/ben-pollack-0874a575/

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

ChartHop Builds a High-Quality Pipeline with the Right Product-Market Fit: https://www.linkedin.com/business/marketing/blog/linkedin-ads/startup-spotlight-growth-series-charthop

Primer: https://www.sayprimer.com/

Learn more about Chili Piper: https://www.chilipiper.com/

Marketing to marketers, PLG, and Demand Gen vs Growth | Jordan Woods @ Cypress.io

Chili Piper — Fri, 15 Oct 2021 14:52:00 -0700

For today's episode I was joined by Jordan Woods, Director of Growth Marketing @ Cypress.io. We chat in depth about making the switch from marketing to marketers vs marketing to devs, the mindshift that happens, marketing activities that matter, and the benefits of leaning into a PLG growth model. Dive in. Happy listening! ✌️

Show Notes:

Follow Jordan: https://www.linkedin.com/in/jordanjwoods/

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper: https://www.chilipiper.com/

Our secret sauce, the power of brand, and giving the damn demo | Samuli @ Sales and Marketing Talk Show

Chili Piper — Thu, 30 Sep 2021 18:32:00 -0700

On today's episode I was asked to join Samuli Salonen's Sales and Marketing Talk Show for an episode all about demand gen. He's somehow made it 73 episodes in and hadn't yet covered DG. Wild. We cover what I'd consider to be a core part of our secret sauce, the power of building a brand and community (finding your tribe), and just giving prospects the damn demo. Seems straightforward, but qualification calls aren't helping your brand, or your conversion rates. See you on the other side. ✌️

Show Notes:

Follow Samuli: https://www.linkedin.com/in/samulisalonen/

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper: https://www.chilipiper.com/

Evolving your GTM, market shifts, and valuable lessons | Hilary Kay @ Wibbitz

Chili Piper — Thu, 23 Sep 2021 19:23:00 -0700

On today's episode of DGC, I had the opportunity to chat with Hilary Kay, CMO at Wibbitz. Hilary dives into her transition from sales to marketing, and how deeply understanding sales is a cheat code for her role today. We also talk at length about the process Wibbitz went through to transition from a Sales Led org to Product Led, and what impact it has had on the business. See ya on the other side. ✌️

Show Notes:

Follow Hilary: https://www.linkedin.com/in/hilarykay/

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper: https://www.chilipiper.com/

Dark funnel future, gut-based marketing, and feature wars | Nick Bonfiglio @ Syncari

Chili Piper — Fri, 17 Sep 2021 15:11:00 -0700

On today's episode I joined Nick Bonfiglio, CEO of Syncari, for his Data Superheroes series. We get into my predictions for the future of demand gen, the important intersection of data and demand, and how recent shifts in data privacy should impact your GTM strategy. Let's dive in. ✌️

Show notes:

The company I mention that's been forward thinking in implementing a no cookie policy is Thoughtbot. Here's an article they wrote about their stance: https://thoughtbot.com/blog/why-remove-user-tracking

Follow Nick: https://www.linkedin.com/in/nickbonfiglio/

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper: https://www.chilipiper.com/

A Passion for Psychographics, Innovation for 2025, and Culture at Scale | Craig Handy @ Shopify

Chili Piper — Tue, 31 Aug 2021 23:06:00 -0700

On today's episode, I was joined by the pepper connoisseur himself, Craig Handy. Craig is currently the Head of Post Sales / Evolution – Global Revenue Technology & Operations at Shopify. We recognize his title is intriguing so we cover the ins and outs of his responsibilities, and how that plays into the merchant first mentality, innovating for the future, and maintaining a critically important culture at scale.

Show Notes:

Follow Craig: https://www.linkedin.com/in/craigjhandy/

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper: https://www.chilipiper.com/

Does Your North Star Create Business Alignment? | Hot Take with Kaylee Edmondson

Chili Piper — Wed, 18 Aug 2021 22:40:00 -0700

Join me as I share my hot take on moving away from MQLs being marketing's north star, and how doing so can create better alignment between sales and marketing. This is a quick and potentially controversial episode, but I hope it can provide some inspiration to maybe think differently about MQLs in your organization!

Show Notes:

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper: https://www.chilipiper.com/

Strategic Narratives, Failing Fast, And Dedicated Resources | Jason Widup + Mark Huber @ Metadata.io

Chili Piper — Wed, 04 Aug 2021 12:00:00 -0700

In today's episode, we sat down with Metadata's VP of Marketing, Jason Widup, and Director of Growth, Mark Huber to chat in-depth about their framework for crafting their strategic narrative, the benefits of failing fast, and how a team of 2 gets more done than a marketing team of 80+. Jason and Mark are transparent about their strengths, and even their weaknesses and provide tons of actionable insight you could leverage in your org today.

Show Notes:

Jason Widup: https://www.linkedin.com/in/jasonwidup/

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

2021 Benchmark Report: https://metadata.io/resources/blog/labor-of-love-the-metadata-2021-benchmark-report/

Conversation Ads Results: https://metadata.io/resources/blog/linkedin-conversation-ads-campaign/

April Dunford's Book, Obviously Awesome: https://www.aprildunford.com/obviously-awesome

Learn more about Chili Piper: https://www.chilipiper.com/

Brand vs Demand, Market Perception, and the Double Funnel | Sydney Sloan CMO @ Salesloft

Chili Piper — Wed, 07 Jul 2021 10:00:00 -0700

In today's episode we sat down with Salesloft's CMO, Sydney Sloan to chat about brand vs demand, changing market perception, and supporting a double funnel. Sydney has been with Salesloft for 3 years and has seen a lifetime's worth of change so we cover it all.

Shownotes:

Salesloft: https://salesloft.com/

Jon Miller: https://www.linkedin.com/in/jonmiller2/

The Clear & Complete Guide to Account-Based Experience (ABX): https://www.linkedin.com/posts/jonmiller2_the-clear-complete-guide-to-account-based-activity-6806317494568026112-TyPY

Follow Sydney: https://www.linkedin.com/in/sydsloan/

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper: https://www.chilipiper.com/

Personalization isn't "Hey FIRSTNAME", and F#ck content marketing | Randy Frisch CMO @ Uberflip

Chili Piper — Wed, 23 Jun 2021 12:00:00 -0700

In today's episode of Demand Gen Chat, I had the opportunity to chat with Randy Frisch the co-founder and CMO at Uberflip. We talk about going deeper on personalization. 10 years ago, "knowing" someone's first name was enough, but we have to continue to evolve. The buying experience is also critical, it will set you apart from your competitors.

Show Notes:

Uberflip - https://www.uberflip.com/

Snowflake - https://www.snowflake.com/

Amber Bogey - Degreed - https://www.linkedin.com/in/amber-bogie/

F#ck Content Marketing - https://www.amazon.com/Content-Marketing-Experience-Revenue-Relationships-ebook/dp/B07NPDQR4F

Kyle Lacey - CMO Lessonly - https://www.linkedin.com/in/kylelacy/

Follow Randy: https://www.linkedin.com/in/frischrandy/

The Marketer's Journey Podcast - https://podcasts.apple.com/us/podcast/the-marketers-journey/id958284714

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper: https://www.chilipiper.com/

Are Inbound SDRs irrelevant? | Hot Take with Kaylee Edmondson

Chili Piper — Wed, 09 Jun 2021 10:00:00 -0700

In this episode, I'm mixing it up a bit. Join me as I share my hot take on Inbound SDRs and how we are optimizing that inbound handoff process for handraisers. It's quick. It's controversial. It's bound to leave you considering how you can optimize your speed to lead.

Show Notes:

Chris Walker's State of Demand Gen Episode: https://podcasts.apple.com/us/podcast/state-of-demand-gen/id1511588213?i=1000523544158

Dangerously MisLeading eBook - How Some Companies Drive More Pipeline Without Inbound SDRs: https://www.chilipiper.com/resources/hub/dangerously-misleading-guide

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper: https://www.chilipiper.com/

Effective influencer marketing, alternative revenue streams, and scaling through simplicity | Jay Desai, Founder at Swpely

Chili Piper — Wed, 26 May 2021 10:00:00 -0700

In this episode, we chat with Jay Desai, Founder of Swpely. We cover his approach to activating marketing influencers to help saturate the market, the impact appropriate giveaways can have on moving the needle for your business, and scaling through simplicity.

Show Notes:

Swpely: https://www.swpely.com/

Swpely's Season Pass: https://www.eventbrite.com/e/swpely-season-pass-season-1-am-and-pm-available-tickets-148227052103

Chili Piper's first NFT: https://www.linkedin.com/feed/update/urn:li:activity:6795355551044771840

Olliellama Merch: https://olliellama.co/

Follow Camille Trent: https://www.linkedin.com/in/camillehansentrent/

Follow Jay:

https://www.linkedin.com/in/jayanishdesai/https://twitter.com/JayAtSwpely

Follow Kaylee:

https://www.linkedin.com/in/kaylee-edmondson/

Learn more about Chili Piper:

https://www.chilipiper.com/

Lead scoring is broken, customer success marketing, Slack communities | Hana Jacover from MadKudu

Chili Piper — Wed, 12 May 2021 13:00:00 -0700

In this episode, we chat with Hana Jacover, Director of Demand Gen at MadKudu. We will cover the importance of getting lead scoring right for your org, the oversight of customer success and marketing team alignment, and the underrated insights that can be gleaned from digital communities.

Hana mentions Luvvie Ajayi Jones who is an ex-tech marketer turned published author. https://luvvie.org/

Follow Kaylee: https://www.linkedin.com/in/kaylee-edmondson/

Follow Hana: https://www.linkedin.com/in/hanajacover/

Learn more about Chili Piper: https://www.chilipiper.com/

The Clubhouse "gold rush," gated content, and humanized marketing | Scott Stratten from UnMarketing

Chili Piper — Wed, 28 Apr 2021 16:00:00 -0700

Demand Gen Chat is back! In this episode, we chat with Scott Stratten, co-mastermind behind the brand UnMarketing, six-time best-selling author, and host of the UnPodcast. We roll up our sleeves and chat about the Clubhouse “goldrush,” gated content, and taking a humanized approach to marketing.

Follow Kaylee:

https://www.linkedin.com/in/kaylee-edmondson/

Follow Scott Stratten and Unmarketing: https://unmarketing.com/

Learn more about Chili Piper:

https://www.chilipiper.com/

Using “Dead” Channels to Deliver Massive Opportunities | Jesse Williams

Demand Gen Chat — Wed, 06 Mar 2019 19:58:21 -0700

In this episode, we talk to Jesse Williams. He is the senior product marketing manager for Red Hat, the leading provider of enterprise open source solutions. Jesse shares his insights on using "dead" channels to help deliver massive opportunities to your organization, and other valuable demand-gen tips.

How Ahrefs Grew to $40m+ ARR by Ditching Conventional Marketing Wisdom | Tim Soulo

Demand Gen Chat — Mon, 18 Feb 2019 23:39:15 -0700

Tim is the CMO and Product Advisor at Ahrefs, makers of tools to help you grow search traffic. Not only has Tim helped grow Ahrefs to over $40m ARR, but they've also done it with a 10 person marketing team and a total company headcount of fewer than 50 people. Nuts.

How Drift Started a Movement to Achieve Hypergrowth | Dave Gerhardt

Demand Gen Chat — Tue, 05 Feb 2019 05:55:39 -0700

Today's guest has been one of the biggest catalysts for Drift's growth - Dave Gerhardt. Dave is Drift's VP of Marketing and also one of the hosts of Seeking Wisdom, a popular podcast that he does alongside their CEO David Cancel.

The Secret to Hiring Talented Marketers & Going Viral on LinkedIn | Gaetano DiNardi

Demand Gen Chat — Tue, 22 Jan 2019 02:37:57 -0700

Gaetano DiNardi is the Director of Demand Generation at Nextiva. He was previously VP of Marketing at Sales Hacker, where he leads the marketing team up to acquisition.

Stay tuned till the end to hear how Gaetano creates LinkedIn posts that have done over 140,000 views.

How Lucidchart Grew to 14 Million Users | Tyler Bench

Demand Gen Chat — Mon, 07 Jan 2019 22:58:07 -0700

Tyler Bench is the director of demand gen at LucidChart, where he's worked for more than four years. During this time, he's helped the marketing team's headcount grow bigger than the entire company was when he started.

He has some really unique experiences that I’m excited to share with you today.