Pipeline Visionaries

“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  Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“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  Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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 Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“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 Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Don't hold back your knowledge. One of my recent posts was about sharing your expertise. Nobody's going to believe you're an expert if all you do is talk about what you know. You actually have to show people what you know. So write articles, write a book, do a webinar on your specific area of expertise and let it all out. Just share that knowledge.” — Raj Khera-----Episode Timestamps:*(2:07) Raj’s first job in demand gen*(3:00) SalesIntel explained*(4:00) What Raj’s role is and what he does as head of growth*(4:40) The Trust Tree - Raj’s demand gen strategy *(6:20) SalesIntel’s Org Structure*(8:00) Who SalesIntel sells too *(10:45) The demand for SalesIntel*(13:20) How Marketing departments use SalesIntel*(16:50) The Playbook - Raj’s Uncuttable Budget Items*(18:35) Raj’s favorite tools for keyword research*(20:20) PPC strategies for SalesIntel and Raj*(23:40) Setting up sponsorships and sponsorships in general*(31:20) Dust-ups *(36:40) Raj’s favorite campaign*(38:10) Bad campaigns are due to not testing enough*(39:45) 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 Raj on LinkedInFollow Raj on TwitterJonathan Livingston SeagullPower Questions - Build Relationships, Win New Business and Influence OthersSalesIntel is hiring!Follow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Retention is the foundation for growth. And I think it's one that's easy to overlook as you're focused on pipe gen and getting more customers. But if you invest in customer success advocacy and building a community, then you're going to continue to have a very successful business because you're going to retain and grow the customers that you already have.” — Amanda Malko-----------Episode Timestamps:*(2:25) Amanda’s first job in demand gen*(2:50) Amanda’s role at G2*(6:50) Digital transformation wasn’t the only thing COVID accelerated*(7:20) The Trust Tree*(9:30) How different people are using G2 successfully*(11:15) G2’s overall go to market motion and strategy*(20:05) Amanda’s marketing philosophy and how she treats her first 90 days as CMO*(22:00) The Playbook — Amanda’s Uncuttable Budget Items*(25:25) Amanda’s views on customer marketing*(28:30) How B2B enterprise tech companies can leverage ABM/email marketing*(33:00) Measuring campaign success and the framework G2 uses*(35:15) Amanda’s advice for someone figuring out their G2 strategy*(39:00) How Amanda views G2’s website, chatbots, and conversational marketing*(41:30) Amanda’s most memorable dust-ups and advice*(43:15) 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 Amanda on LinkedInFollow Amanda on TwitterFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Episode Timestamps: *(3:54) Christelle Flahaux, Head of Marketing, FortressIQ*(6:02) Jamie Domenici, CMO, LogMeIn*(6:47) Susan Ganeshan, CMO, Granicus*(9:20) Dave Kellogg, Principal, Dave Kellogg Consulting*(13:18) Norman Guadagno, CMO, Acoustic*(16:14) Alex Rosemblat, CMO, Datadog*(18:22) Jay Lee, CMO, Avalara*(20:50) Jim Sinai, SVP Marketing, Procore Technologies*(22:42) Josh Todd, CMO, Mindbody*(25:33) Erica Chan, Head of Brand and Marketing, North America B2B, Alibaba*(29:00) Sydney Sloan, CMO, SalesLoft*(31:10) Brian Kardon, CMO, InVision 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. LinksFind parts one, two, and threeFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“The part of the playbook is to go slow to go fast. So I see a lot of people going really fast, but if you don't have the foundation of analytics, you're really flying blind. And so as marketers jump into a new job and they want to really show value right away. But if you don't have a good foundation of understanding, what's working, what isn't, you don't have a really good marketing automation platform that's configured the right way and the right MarTech stack and the right data stack, it's going to slow you down later. It's like engineers who have technical debt. Like you can never develop a new product if the foundation is cracked, you just can't build up. And so for marketing organizations, you've got to go slow to go fast.” ---------*(2:24) How Brian got into marketing*(2:53) Everything you need to know about InVision*(5:26) Brian’s main marketing/demand-gen strategy*(7:30) How Brian thinks about InVision’s website*(8:31) Bots are better than humans at demand gen*(13:10) Study SDRs and direct mail like an anthropologist*(17:37) The theme of Brian’s marketing playbook is to go slow to go fast*(36:50) Brian’s favorite campaign of all time*(39:45) How Brian thinks about marketing a new product *(44:50) Brian remicises on a memorable dust up and advice on avoiding them*(46:20) 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.--------LinksThe Qualified Sales Leader: Proven Lessons from a Five Time CRO by John McMahonInvision’s podcastFreehand by InvisionFollow Brian on TwitterConnect with Brian on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.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 Sydney Sloan, CMO of Salesloft, a leading sales engagement platform whose most recent funding round valued the company at over a billion dollars.Sydney is a two-time CMO and seasoned marketer with more than 25 years of experience as an advisor, investor, and marketing leader for numerous companies, most notably Adobe, where she spent 15 years in product marketing, customer marketing, and demand generation.On this episode, Sydney delves into the inner workings of SalesLoft’s website, explains how to personalize your marketing team’s communications, and shares the framework she uses for having difficult conversations at work.Key TakeawaysAll marketing teams must use the communications holy-quad-fecta: email, phone calls, social touches, and direct mail.Your website is a direct reflection of your brand. Treat it that way.CMOs who are trying to rethink or figure out their demand gen strategy: don't try and fix it all at once. Find one part that you can focus the team on, fix that first, and then go to the next one.Quotes“You have to personalize your communications. Email is the primary channel, but you have to use more than email….When you're doing email, phone call, a social touch and a direct mail, that is the holy-quad-fecta. You'll get a 4.7 X higher lift than sending email alone.” “Everybody in SaaS knows that you have to continue to work really hard to maintain a customer, especially in a competitive marketplace. So having those programs where customers can come and learn about what we're up to and learn from others is important.”“I love my website. First of all, I believe the website is the first door, the reflection of your brand. It should speak like a human and we've worked really hard to make it sound like a ‘Lofter’ and even our chatbot’s called Lofty. Just having that ability to communicate in the way that sellers want to be communicated to– that’s so important.”“My one piece of advice to give to a CMO who's trying to rethink or figure out their demand gen strategy would be to don't try and fix it all at once. Try and find one part that you can focus the team on and fix that first and then go to the second one. Trying to do it all at once can be overwhelming and take too long. Get quick wins.”  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. LinksFuture Female CRO seriesHey Sales People podcastDare To Lead by Brené Brown bookHow to Win Friends & Influence People by Dale CarnegieDare to Lead podcast by Brené BrownFollow Sydney on TwitterConnect with Sydney on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.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 Erica Chan. Erica leads Alibaba’s Brand and Customer Insights Team in North America, where she works with over 20,000 sellers and 26 million buyers worldwide. On this episode, Erica talks about the challenges and misconceptions a Chinese company faces when breaking into the North American market. She also shares her insights on building customer trust, trade-show and content strategy, and much more. Key TakeawaysYou’re only as successful as your customers' success.There are over 30M U.S. businesses, but only around 1% do international sales. Think about how your marketing efforts can increase international sales.If you have a brand or company that you’re trying to globalize, don’t forget about the localization aspect of globalization. Local communities make up the global community.Quotes“At the end of the day, B2B is a very human business. What we’ve found is that having an on-the-ground customer success team to pick up the phone or meet face-to-face with our customers to help them through this digital journey has been tremendous. For us, this is a gold mine for customer insights.” “We rely a lot on our ecosystem of partners to help us with content ideas and also content creation...we love creating the content with our customers. We feel very strongly that our customer's success is our success. We're only successful if our customers are successful and we love featuring customer success stories.” “We actually have a competition within our office...We want to encourage folks to talk and get in front of as many customers as possible. It's like a competition amongst teams... like a fun way for us to incentivize getting front and center and really listening to our customers.” 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.LinksAlibaba's B2B Today Daily SeriesConnect with Erica on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.