Pipeline Visionaries

“[Our website does] both education and conversion and is the way we think about it, but it actually plays all of the classic roles. It plays as our billboard. It's our always-on asset. We have complete control over it, so we want it to be great.” - Keith Messick-----------Episode Timestamps:*(3:03) - Keith’s first job in demand gen*(4:25) - LaunchDarkly explained *(6:14) - The Trust Tree*(7:36) - Keith’s main marketing strategy*(9:45) - How Keith thinks about spreading marketing resources*(13:00) - Justifying ROI for building community*(15:40) - Rebrands and avoiding the nightmare*(21:46) - The Playbook and Keith’s uncuttable budget items*(32:42) - How Keith thinks about his website*(36:16) - Customer marketing strategy and perspectives*(39:00) - A tactic that is fading away to be aware of *(42:25) - The Dust-up*(44:16) - Quick Hits 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. LinksConnect with Keith on LinkedInFollow Keith on TwitterLaunchDarkly is hiring! Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com

“It's noisy out there and creativity can be the difference between people paying attention to you and not paying attention to you. So I think we have to take some risks as marketers to stand out and be a little bit different and not all look the same and play it safe.” — Susan Beermann----------Episode Timestamps:*(1:54) - How Susan first got into marketing*(2:45) - Susan’s current role at NAVEX Global*(3:14) - What NAVEX Global is*(5:00) - The Trust Tree*(9:40) - How Susan’s marketing team is organized*(12:24) - The Playbook - Susan’s most uncuttable budget items*(14:25) - Digging deeper into NAVEX Global’s website*(18:45) - Susan’s conversion tips*(22:05) - Tactics/channels that are fading away in Susan’s eyes*(26:10) - Susan’s favorite campaign she worked on*(32:43) - The Dust Up*(38:17) - Quick Hits 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. LinksConnect with Susan on LinkedInFollow Susan on TwitterNAVEX Global is hiring! Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com

“The danger of the website is that you can attempt to make it all things to all people. We're very focused on two priorities for our website: First and foremost, it is a lead gen tool for us. And secondly, it is a platform for our thought leadership.” — Justin Shriber------------Episode Timestamps:*(2:20) - How Justin got into demand gen*(3:30) - What People.ai does*(4:30) - The Trust Tree*(17:20) The Playbook - Justin’s most uncuttable budget items*(19:00) - A deeper conversation on SEO*(28:35) - A marketing tactic that Justin thinks is fading away*(29:30) - Justin’s favorite marketing campaign*(34:00) - Justin’s least favorite campaign and why it didn’t work*(37:40) - How Justin views his website*(41:15) - Advice on marketing on LinkedIn*(43:20) - The Dust-up*(46:40) - Quick Hits 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. LinksConnect with Justin on LinkedInFollow Justin on TwitterCheck out the Legends of Sales and Marketing podcastFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com

“Make content personal for consumers. That’s what folks are really interested in. They want to be educated and engaged. We really want to try to serve up that blockbuster content that we think is going to be compelling for folks to help them make good decisions.” — Joy Corso----------Episode Timestamps:*(2:00) - How Joy got started in Demand Gen *(3:30) - What Vonage is and what it means to be CMO *(5:30) - The Trust Tree & Joy’s demand gen strategy *(8:30) - Who Vonage is selling to*(9:45) - Org structure for Joy’s marketing team*(12:25) - The Playbook - Joy’s most uncuttable budget items*(17:00) - Joys non-digital channels for marketing (day-to-day) *(18:30) - How to market to developers *(21:40) - What Joy is most likely to cut in the coming years *(23:35) - Joy’s favorite campaign *(26:40) - How Joy views Vonage’s website*(30:00) - Joy’s favorite/most convertible aspect of Vonage’s website*(35:20) - Quick Hits 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. LinksConnect with Joy on LinkedIn Follow Joy on TwitterFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com

“The content we're putting out is not transactional. It's not behind a gate. It's essentially there to help people be better at their jobs as salespeople or marketers or commerce individuals or admins or devs. It's really to help people be better. And we think organically that will help grow the business.” — Colin Fleming ---------Episode Timestamps:*(2:15) - Colin’s first job at Salesforce*(2:40) - Life as driver for Red Bull racing *(4:11) - The origins of Salesforce+*(9:07) - Why marketers have underinvested in content*(12:50) - Community building and long term investments*(15:10) - Planning the rollout of Salesforce+*(17:06) - How to think about educational + entertaining content *(23:34) - The scale of Dreamforce and Salesforce+*(29:20) - How Salesforce+ will organize its content *(32:00) - How Salesforce+ thinks about advertising + partner relationships *(37:00) - What surprised Colin about the Salesforce+ process *(41:07) - What Colin would do differently about the Salesforce+ rollout 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. LinksConnect with Colin on LinkedInFollow Colin on TwitterSalesforce+Dreamforce 2021Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com

“My hires this year have not come from the event world. They've all come from the broadcast production world so that we can understand how to keep curating products that are going to be engaging to our viewers. We take that concept of ‘we've come here to tell a story.’ So we have to take advantage of all the tools and best practices out there in storytelling. And that means that we're not borrowing from the events world, we're borrowing from a completely different industry.” — Linda Episode Timestamps:*(1:47) Dreamforce’s inspiration going into a hybrid world*(10:42) Hiring from different industries is a cheat code*(20:38) Dreamforce’s secret unstoppable sauce*(21:42) What to expect for the upcoming Dreamforce 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. LinksConnect with Dan on LinkedInFollow Dan on TwitterConnect with Linda on LinkedIn Follow Linda on TwitterConnect with Kraig on LinkedInFollow Kraig on Twitter Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 

“There's something about the culture where you just take things on. There's not a lot of time to be overwhelmed or have fear. You go into a room and you're like, ‘all right, let's bring out all the ideas that would make this bigger.’ And then you just turn each one over to see what's possible and how it can work. There's not that space of, ‘oh my goodness, how are we going to do this?’ It's just like, ‘all right, you guys, let's just take this on. Let's go.’” — Linda Dunlap Episode Timestamps: *(6:40) Create the bar that others will want to try and raise*(18:27) Having a vision and being intentional*(19:10) It matters where you’re getting your inspiration from*(29:38) The importance of having a backup plan*(35:00) The epicenter of the keynote*(44:16) Cultivating a fearless mindset 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. LinksConnect with Dan on LinkedInFollow Dan on TwitterConnect with Linda on LinkedIn Follow Linda on TwitterConnect with Kraig on LinkedInFollow Kraig on Twitter Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 

“Be confident. There are so many people who are going to make you want to second guess your intuition about things that you have to do, but just stay strong and focus on what you think is right.”  — Kady Srinivasan-----------Episode Timestamps:*(0:30) - How Kady got into demand gen*(3:05) - What a Global Head of Marketing does*(6:00) - The Trust Tree*(7:00) - Klaviyo’s marketing strategy*(8:38) - The organization of the Klaviyo marketing team*(9:20) - Who goes into the e-commerce buying committee*(10:27) - How Kady thinks about market segmentation*(12:22) - The Playbook - 3 Uncuttable Budget items*(14:12) - Kady’s main marketing philosophy after 20 years in the space*(17:00) - Hotjar analysis tool*(24:09) - How to help your customers achieve their goals*(25:20) - What Kady’s team won’t be spending money on this year *(27:08) - How Kady views Klaviyo’s website*(28:30) - The Dust Up *(32:32) - Marketing at EA and Ubisoft *(34:50) - Quick Hits 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. LinksHotjar website toolKlaviyo is hiringThe Art of the Impossible bookConnect with Kady on LinkedInFollow Kady on TwitterFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com 

Key TakeawaysAs a marketer, you’re here to borrow, remix, and be unique — not to steal.Demand gen is more than numbers and metrics. Without engaging storytelling, you’re destined to fail.All CMOs should have open dialogue with their CEOs. If you’re not willing/able to share your rawest ideas, you’re both in trouble.Quote“As a marketer, we're always borrowing, cheating, stealing from everyone out there in the market. And I think that's good and bad. You can use the pattern from someone else, but the bad part is you're also not always coming up with your own unique ideas. And if you're a marketer, you're a pretty bad-ass creative person. In general, that's why you're here. That's why the world puts you there.”Episode Timestamps:*(4:15) - The Trust Tree - Morgan’s demand gen strategy *(6:20) - How marketing and demand fit into sales*(8:06) - The Playbook - Morgan’s Uncuttable Budget Items*(9:40) - Paid Google spend*(12:50) - Why great marketers are always borrowing*(15:50) - Planting the seed in consumers' minds*(18:10) - What Morgan’s investing in from a creative standpoint*(23:48) - Taking cues from B2C to implement to B2B*(28:17) - How to think about personalization*(34:00) - The Dust Up*(37:05) - Morgan’s favorite campaign*(38:40) - The challenge of marketing A.I. *(43:25) - How to view your website*(44: 25) - Quick HitsSponsorDemand 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 Morgan on LinkedInFollow Morgan on TwitterDavid Goggins bookCheckout DialpadFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com

“I think most outbound prospecting these days is being warmed up in some way, shape or form by marketing and all the content we put out there. And each marketing engagement becomes a signal. It's a clue and it gives us insight on the intent of the prospect. And so I don't know if true cold calling exists in the same way as it did years ago.” — Katrina Wong---------Episode Timestamps:*(2:08) - Katrina’s first job in demand gen*(3:00) - What marketing at Segment looks like*(4:20) - The Trust Tree*(6:50) - What Segment is and who their customers are*(10:00) - Technical vs. functional leaders *(13:08) - How Katrina views Segment’s website*(14:10) - The Playbook & the Most Uncuttable Budget Items *(15:30) - SEM/paid social tricks*(18:00) - Product demos in person vs. over Zoom*(19:15) - What legacy marketing tactic is fading away *(22:50) - Katrina’s favorite campaign over her career*(26:30) - Insights around personalization*(29:30) - Katrina’s most memorable dust-up*(30:44) - What it was like getting acquired by Twilio*(33:08) - Quick Hits 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. LinksSegment’s blogTwilio’s Signal ConferenceFollow Katrina on TwitterConnect with Katrina on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com