Pipeline Visionaries

This episode features an interview with Esther Flammer, CMO at Wrike. Wrike brings all work into a single place to remove complexity, increase productivity, and free people up to focus on their most purposeful work. Esther is a senior executive with 20 years of marketing experience in high-growth B2B tech and non-profit sectors.On this episode Esther shares her insights on how to better manage your budget this year, ways to be smarter with your resources, and how to boost your marketing efficiency.---“If you're not able to showcase the ROI or build a good business case on why every dollar that you're spending is producing ROI or is helping move the business forward, it's going to be cut.” - Esther Flammer, CMO, Wrike ---Episode Timestamps:*(02:49) - Esther’s role at Wrike*(03:51) - Reduce spending, reduce resources and deliver more*(07:42) - Showcasing the ROI on every dollar that you're spending *(12:45) - Leveraging data to make better marketing decisions*(14:47) - The role of experimentation in marketing *(20:57) - Being smarter about your resources *(30:16) - Ways to understand what's working and what's not*(35:24) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---Links:Connect with Esther on LinkedInConnect with Ian on LinkedInLearn more about Wrikewww.caspianstudios.com   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Melissa Sargeant, CMO at AlphaSense. AlphaSense is a market intelligence platform used by the world’s leading companies and financial institutions. Melissa runs worldwide marketing initiatives including corporate and product branding, demand generation, product marketing, public relations, inbound sales development, and more.On this episode Melissa shares her insights into customer pain points and how to solve them, utilizing macro-themed marketing, and why SEO is important for your website.---“You can't show value for what you're providing, if you can't make a connection between the pain and what they're trying to achieve in their roles, particularly on a market intelligence platform.” - Melissa Sargeant, CMO, AlphaSense---Episode Timestamps:*(02:49) - Melissa’s role at AlphaSense*(05:11) - Segment: Trust Tree*(10:35) - Utilizing marco-themed marketing*(15:24) - Segment: The Playbook*(16:17) - Why SEO is important for your website*(17:22) - Customer pain points and how to solve them*(26:33) - Segment: The Dust Up*(29:46) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksConnect with Melissa on LinkedInConnect with Ian on LinkedInLearn more about AlphaSensewww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Kevin Sellers, CMO at Ping Identity. Ping Identity helps you protect your users and every digital interaction they have while making experiences frictionless. Kevin is a modern marketer with extensive digital expertise to drive growth and relevance for world-class brands.On this episode, Kevin shares his insights into prioritizing the digital customer experience, maintaining a singular focus to maximize your productivity, and the power of the accurate brand ambassador.---“We’ve invested heavily and will continue to do so to ensure that our digital journey is exceptional.”  - Kevin Sellers, CMO, Ping Identity ---Episode Timestamps:*(03:14) - Kevin’s role at Ironclad*(04:24) - Segment: Trust Tree*(10:59) - The power of leveraging data*(13:51) - Segment: The Playbook*(14:21) -  Prioritizing the digital customer experience*(18:34) - Choosing the accurate brand ambassador*(25:21) - Segment: The Dust Up*(28:58) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---Links:Connect with Kevin on LinkedInConnect with Ian on LinkedInLearn more about Ping Identitywww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Every week on Demand Gen Visionaries we sit down with marketing leaders from some of the world’s largest and fastest-growing companies to uncover the demand gen strategies that have been fundamental to their skyrocketing success.In each episode, we ask our marketing-leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this special mini-series to hear the budget items our CMO guests can’t live without!Find parts: one, two, three, four, five six & seven---Episode Timestamps: Part seven of this special mini-series features 10 CMOs and marketing leaders from some of the world's fastest-growing companies, including:*(02:07) Dylan Steel, CMO of Coalition*(03:56) Chris Lynch, CMO of MindTickle*(04:47) Marie Hillion, Head of marketing at Livestorm*(06:25) Dan Verley, SVP of Sales Workplace Technologies at Canon Solutions America*(10:18) Cindy Knezevich, SVP of Brand and Communications at SalesLoft*(12:48) Micheline Nijmeh, CMO at JFrog*(14:53) Ryan Bonnici, CMO at Gympass *(16:37) Palmer Houchins, VP of Brand Marketing & Communications at G2*(17:55) Rich Donahue, CMO of IBotta *(20:38) Maria Pergolino, CMO of ActiveCampaign---Quotes:“Data can get you really helpful insights and tell you if you’re way off base, but sometimes magic is figuring out the combination of what your customer says they want and what’s aligned to their value, how much you have to shift their perception and change their mindset of what your product can be and can do and then find the sweet spot.” - Dylan Steele, CMO of Coalition Inc.People respond well to strong storytelling, no matter if you’re in a consumer context or you’re in a B2B context because even in B2B, there are people making decisions.” - Chris Lynch, CMO of Mindtickle“Adapt and try to not have the same approach, not only the language but also try to adapt to the mindsets of the region, the countries that you’re going to enter in and you’re going to target.” - Marie Hillion, Head of Marketing, Livestorm"Marketing is an invaluable tool and partner. When done well and when paired well, and we all consider the needs of the organization and what role we each play, it’s really a powerful tandem when you go to market if things are aligned." - Dan Verley, SVP of Sales, Canon Solutions America"Brand is who you are, product marketing and demand gen is what you do. And so those two things work really well together when they’re aligned, when they’re not aligned, it can be pretty painful." - Cindy Knezevich, SVP of Brand and Communications, SalesloftThere's an old saying, the content is king and there's a reason for it. Organic search is all about content, same with paid search, but organic much more so, and the nurture you’re building to get them to engage with you. - Micheline Nijmeh, CMO, JFrog“I think at the end of the day, the most important thing with your content investments is to invest in creating really good content.” - Ryan Bonnici CMO, Gympass“We’re going to go to market with both a seller and buyer campaign, and this is where the brand becomes sort of a glue, we make sure that the way that we’re presenting ourselves is cohesive.” -Palmer Houchins, VP of Brand Marketing & Communications at G2“You have to trust that you're hitting the audience the right way and you're getting your message there the right way. We want to be the right message, we want to be with the right partners and that's true of any influencer, right? As long as you have the right partner it's probably going to be a really good partnership”. - Rich Donahue, CMO of IBotta “ It has to be a mission that you stand behind and it has to be something you can differentiate. There are many products out there in the world that like you can’t tell the difference between two of them, and if you can’t, it’s then really hard to differentiate. It’s really hard to do great marketing, you have to choose an opportunity where you feel like you can do something with your skill, with that marketing.” - Maria Pergolino, CMO of ActiveCampaign---SponsorDemand 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.---LinksFollow Ian on TwitterConnect with Ian on LinkedInCaspian Studios  Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Leslie Henthorn, CMO at Ironclad. Ironclad is the world’s #1 Contract Lifecycle Management platform and provides a simple, secure way to create and collaborate on contracts. Leslie has over 16 years of experience and has held multiple leadership roles in marketing, partnerships, and go-to-market program management.On this episode Leslie shares her insights into mastering brand momentum, the role of your website in guiding the customer journey, and why marketing needs to be data-driven.---“When it comes to brand don’t just think about what you’re super close to. Think about the rest of the world, and where are you there.” - Leslie Henthorn, CMO, Ironclad---Episode Timestamps:*(02:43) -Leslie’’s role at Ironclad*(07:24) - Segment: Trust Tree*(14:46) - Mastering brand momentum*(20:59) - Segment: The Playbook*(23:59) - Why marketing needs to be data driven*(27:33) - The role of your website in guding the customer journey*(33:17) - Segment: The Dust Up*(33:49) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksConnect with Leslie on LinkedInConnect with Ian on LinkedInLearn more about Ironcladwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Genelle Kunst, VP of Global Marketing at Bloomreach. Bloomreach is the world’s #1 Commerce Experience Cloud, that combines the power of unified customer and product data, with the speed and scale of AI-optimization.On this episode Genelle share her insights into building opportunity with partner marketing, optimizing your website to personalize the customer journey, and creating a brand community.---“If you truly wan to drive value out of your partner ecosystem, you’ve gotta have some sort of like better together story or some sort of value prop for them to be working with.” -  Genelle Kunst, VP of Global Marketing, Bloomreach---Episode Timestamps:*(02:32) - Genelle’s role at MarginEdge*(03:04) - Segment: Trust Tree*(08:59) - Segment: The Playbook*(10:38) - Building opportunity with partner marketing*(22:46) - Creating a brand community*(26:14) - Optimizing your website to personalize the customer journey*(27:35) - Segment: The Dust Up*(33:49) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksConnect with Genelle on LinkedInConnect with Ian on LinkedInLearn more about Bloomreachwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Emily Wolfe, Senior Director Growth Marketing & Analytics at Collective Health. Collective Health simplifies employee healthcare with an integrated technology solution that makes health insurance work for everyone. Emily is a Digital marketing leader with an eye for analytics and a passion for developing stop-in-your-tracks creative campaigns. On this episode Emily shares her insights into building brand to human relationships in a digital world, personalizing your marketing to boost your brand value, and developing a 360 degree marketing plan.---“It's so critical to build that brand relationship with prospects. In B2B, we like to think about them as committees or we think about them as faceless organizations, but it’s just people and people want to work with funny people.” - Emily Wolfe, Collective Health---Episode Timestamps:*(02:34) -Emily's role at Collective Health*(03:03) - Segment: Trust Tree*(09:50) - Developing a 360 degree marketing plan*(12:38) - Segment: The Playbook*(13:24) - Building a brand relationship with prospects*(17:22) - Personalizing your marketing to boost your brand value*(24:34) - Segment: The Dust Up*(28:19) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksConnect with Emily on LinkedInConnect with Ian on LinkedInLearn more about Collective Health www.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Tara Clever, VP of Marketing at MarginEdge. MarginEdge delivers real-time data to restaurants to make timely, critical decisions. Tara has a diverse background in sales, operations, and marketing with a history of engineering significant growth.On this episode Tara shares her insights into evoking customer emotion, why content has to be responsive to your customers, and why video marketing is vital for business growth.---“When you’re thinking about messaging, about capturing their attention and providing a solution, that emotional resonance that’s so common that you see on the kind of the D to C side. It's absolutely the way that we think about things here. It's a big change and a lot of time, a lot of times for restaurants, and so it's a big piece of how we think about telling the story.” - Tara Clever, VP of Marketing, Margin Edge---Episode Timestamps:*(03:22) - Segment: Trust Tree*(03:33) - Tara’s role at MarginEdge*(05:41) -  Capturing attention and evoking customer emotion*(12:54) - Segment: The Playbook*(13:50) - Why content has to be responsive to your customers *(17:22) - Why video marketing is vital for business growth*(29:19) - Segment: The Dust Up*(32:37) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksConnect with Tara on LinkedInConnect with Ian on LinkedInLearn more about MarginEdgewww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with Sarah McAuley, CMO at Paperless Parts. Paperless Parts is leading the digital transformation for custom part manufacturers. Their patented technology and proprietary geometry engine unlock insights that enable job shop manufacturers to modernize and grow their business. Sarah has 20 years of experience building and managing world-class marketing organizations, accelerating ARR growth, and shaping and defining new software categories. On this episode Sarah shares her insights into how customer satisfaction drives word-of-mouth, improving customer loyalty with impactful engagement, and creating customer champions.---“Our customers are way better salespeople for us, than we are. They come to the table with so much credibility and real-world experience around what it’s like to change the way you’ve been operating. So I look for different ways to incentivize that behavior.” - Sarah McAuley, CMO, Paperless Parts---Episode Timestamps:*(02:55) - Sarah’s role at Paperless Parts*(03:32) - Segment: Trust Tree*(11:50) - Understanding your customer personas and their pain points*(17:56) - Segment: The Playbook*(19:14) - Identifying how your customers are consuming information*(23:34) - How customer satisfaction drives word-of-mouth*(31:01) - Segment: The Dust Up*(34:44) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksConnect with Sarah on LinkedInConnect with Ian on LinkedInLearn more about Paperless Partswww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features an interview with  Dillon Nugent, CMO at Khoros. Khoros connects every facet of customer engagement, including digital contact centers, messaging, chat, online brand communities, CX analytics, and social media management. Dillion is innovating the tech industry with both programmatic and account-based strategies.On this episode Dillon shares her insights into maintaining human connections in a digital-first world, the importance of speaking your customers language, and diversifying your portfolio to reduce market risks.---“We've gotten used to the ability to find human connection through digital, it has enabled how we're living and how were purchasing, how we're interacting with brands and also in our personal lives with each other.” - Dillon Nugent, CMO, Khoros---Episode Timestamps:*(02:49) - Dillon’s role at Khoros*(03:31) - Segment: Trust Tree*(09:16) - Maintaining human connections in a digital-first world*(10:35) - Segment: The Playbook*(14:38) - Diversifying your portfolio to reduce market risks*(19:39) - The importance of speaking your customers language *(26:32) - Segment: The Dust Up*(29:12) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksConnect with Dillion on LinkedInConnect with Ian on LinkedInLearn more about Khoroswww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.