In this episode, find out how an organization fundamentally driven by enterprise sales, rather than product growth, is achieving sustained digital demand gen success. Michelle Huff, CMO of UserTesting, explains how she organizes her sales development and business development teams, how they capture data on their website, and much more so that you can land more qualified leads in your pipeline.

Key Takeaways

The success of demand generation and building pipelines requires close collaboration between the sales and marketing teams, especially in the SaaS industry.
Relying on qualitative measures can lead to incorrect assumptions about data—however, as data becomes available and the market and solutions mature, a more accurate understanding of the situation can be gained.
CMO is often perceived as one who needs to have all the answers, but the reality is that they are responsible for owning the decisions and driving the strategy, even if the ideas come from others.

Quote

“The website we call a digital-first demand center because I wanted to make sure that everything is being brought together—our demand gen function along with content, SEO, and our digital web experience teams.” - Michelle Huff, CMO, UserTesting

Episode Timestamps

* (01:31) - Meet Michelle Huff, CMO at UserTesting
* (04:36) - The Trust Tree: Structure at UserTesting
* (12:49) - The Playbook: Demand gen strategies for a sales-driven company
* (30:33) - The Dust Up: Healthy tension and how Michelle overcomes it
* (31:43) - Quick Hits

Sponsor

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

Links

Connect with Ian on LinkedIn
Connect with Michelle on LinkedIn
Learn more about UserTesting
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