Demand Gen Chat

Jason Bradwell, founder of B2B Better and expert in B2B marketing consultation, shares insights on measuring success in 2023. He highlights the ongoing relevance of marketing qualified leads (MQLs) in complex sales cycles, stressing the importance of alignment between marketing and sales. Jason discusses the impact of longer buying cycles and emphasizes the need to engage the entire buying committee. He also advocates for building platforms, nurturing email lists, and harnessing AI tools to enhance productivity in marketing.

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-rocksCheck 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-reportFollow 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/markehuberFor 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 Marcotullio0:00:48 Discussion on the influence of B2B marketing teams on buyers0:02:26 Conversation on the importance of buyer intent0:03:14 Focus of the second half of the year and transitioning to a more targeted approach0:04:51 Importance of word of mouth leads and website traffic0:06:09 Strategies for getting a gut check from others on the team0:08:04 Metrics and goals focused on pipeline and MQLs0:09:36 Challenges and tips for implementing interactive demos on websites0:13:26 Addressing concerns about the impact of interactive demos on demo request numbers0:16:48 Recommendations for promoting and rolling out interactive demos0:19:22 Balancing CTA options and the role of interactive demos in the buyer's journey0:23:29 Making tough cuts or pausing programs and evaluating campaign performance0:27:57 Importance of organic content and repurposing existing content0:30:15 Niche content and the value of customer insights0:31:35 Exploring partnerships and joint customer enablement0:35:05 Recommended marketers to follow on LinkedIn0:35:45 Under the radar tactic: teasing content on LinkedIn0:36:58 Wrap upDemand 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!

Grant Duncan, VP of Marketing at HST Pathways, shares insights from his journey in the SaaS sector. He discusses the importance of maintaining top-level menus on landing pages for improved user experience. Grant dives into the transformative role of generative AI in marketing and offers a checklist for new marketing leaders, emphasizing research, goal-setting, and team trust. He also highlights key metrics for tracking bookings and pipeline success, plus exciting upcoming initiatives that could reshape marketing strategies.

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/salesfeedtubeFollow 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-Knuth0:01:19 Discussion on the buzzword of "community" in marketing0:03:50 Defining what community means at Lavender0:06:35 Insights from transitioning from sales to marketing0:07:33 Importance of understanding prospects' conversations and needs0:09:18 Sales' shift towards engaging in communities and dark social0:12:02 Lavender's go-to-market strategy and the power of community0:15:19 Metrics used to measure the success of marketing strategies0:19:35 The effectiveness of events and self-reported attribution0:22:41 No major marketing failures, but emphasis on talent and creativity0:25:56 Excitement for the future of AI in marketing0:28:52 Advice to be more fun and creative in marketing0:30:06 Where to follow JenDemand 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!

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/blogFor 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 Cerretani0:01:20 Jodi's disagreement with the idea that MQLs are dead0:02:41 Jodi's definition of MQLs0:04:40 The scoring and account targeting process at RollWorks0:08:17 The different signals and categories of signals used at the top of the funnel0:10:43 The upcoming launch of the "Hot Contacts" capability0:12:15 Challenges faced in hitting targets and adjusting MQL definitions0:15:42 The impact of COVID-19 on marketing strategies and programs0:19:25 The metrics covered in weekly business reviews0:23:22 The role of marketing operations in dashboard setup and reporting0:25:02 The focus on efficiency and the reduction of testing budgets0:26:08 The shift away from large conferences and towards smaller engagements0:28:13 The importance of complete and accurate data for effective marketing0:30:05 The excitement for the transformation of marketing towards efficiency0:32:56 The value of learning from practitioners and peer-to-peer engagements0:35:33 The power of the "Hot Contacts" capability for unlocking demand0:38:29 The use of gifting and summarized takeaways for virtual events0:40:48 The anticipation of marketing's role in strategic conversations0:46:42 The under-the-radar game changer of "Hot Contacts"0:49:14 Where to find more about Jodi and RollWorks' contentDemand 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!

Alex Rynne, who leads global content and social strategy at LinkedIn Marketing Solutions, dives into the vibrant world of B2B marketing. She dispels the notion that B2B is boring, highlighting the importance of creativity and emotional branding. Alex discusses how LinkedIn utilizes storytelling and community engagement to capture audiences. She also shares insights on measuring content success through customer lifetime value and emphasizes the revival of real-life connections post-COVID. The excitement for the Cannes Lions Festival of Creativity adds a splash of inspiration!

Emir Atli, Co-Founder and CRO at HockeyStack, shares insights into the company's explosive growth, driven largely by their savvy LinkedIn strategy. He reveals how they create excitement with bi-weekly feature launches and transform customer feedback into marketing gold. Emir also discusses his venture, The Flow, emphasizing the importance of turning hires into content. With a focus on quick attribution and cohesive branding, he addresses navigating the complexities of marketing dynamics and the power of effective audience engagement.

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-engineFor 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 overview0:01:49 The rise of revenue operations (RevOps) as a function0:02:30 The structure of RevOps teams0:03:40 The importance of a holistic approach to the customer journey0:04:07 The shift in focus for marketers towards customer success0:05:15 The importance of learning from customer behavior0:06:20 The impact of Rev Ops on marketing0:07:17 The challenges of implementing Rev Ops0:08:47 The future of Rev Ops0:09:55 Summarizing RevOps0:11:14 Tracking key indicators for conversion0:12:15 Importance of defining the right ICP0:14:07 Focusing on what's working and pausing what's not0:15:03 The importance of constant analysis and A/B testing0:16:11 The role of RevOps in providing insights for pivoting quickly0:16:17 The importance of alignment and collaboration between RevOps and Marketing Ops0:17:48 The significance of having alignment across goals, strategy, and metrics 0:19:21 The value of leveraging Marketing Ops as a strategic partner0:20:15 The importance of sharing insights between RevOps and Marketing Ops0:21:19 Companies seeking strategic advice from Rev Ops experts0:21:37 The rise of RevOps as a strategic partner for marketing0:22:41 The challenge of aligning Marketing Ops and RevOps0:23:49 More alignment around RevOps and embracing it as a driver of revenue0:25:08 The excitement around social media and building brand presence0:26:12 Wrapping up

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 Intro00:00:00 Intro00:01:50 Scrutiny and Evaluation in Squeeze Growth Times00:03:51 The Impact of Data-Driven Marketing00:05:33 The Value of Marketing Operations at Reachdesk00:07:06 Cross-Functional Alignment and Collaboration for Business Impact00:09:00 Demand Generation Metrics and ABM Strategies00:11:16 Evaluating Channels and Optimizing Spend for Increased Conversion Rates00:15:42 Improving Conversion Rates Through Utilization of Chili Piper Concierge00:17:25 Optimizing Demand Gen and ABM Strategies at Reachdesk00:19:28 Demand Gen and ABM Strategies for ABM Light Campaigns00:21:04 Implementing an Effective Account-Based Marketing Strategy00:23:34 Utilizing Direct Mail in Go-To-Market Strategies00:25:19 Gifting Strategies for Outbound and Inbound Marketing Campaigns00:30:16 The Benefits of Gifting for Business Relationships00:33:46 Brand Exposure Through Events and Sponsorships00:36:50 Leveraging Events for B2B Marketing Success00:39:51 Team Growth, and Mentorship00:42:12 Influencers and Mental Health in Marketing00:44:24 Under-the-Radar Revenue Operations Tactics00:45:47 Leveraging Communities and Advocacy for Growth00:47:12 Wrap upDemand 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!

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/AdConversionFor 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 Intro0:02:37 The Benefits of Retargeting Audiences and Content Consumption in a Post-Third Party Cookie World0:04:22 Audience Building Strategies for Digital Marketing0:05:20 Granular Funnel Orchestration for B2B Companies0:11:22 The Importance of Sweating the Small Details in Digital Marketing0:14:34 Challenges of Paid Media Programs in B2B Marketing0:18:20 Analysis of Google Ads Performance and Budget Allocation0:19:49 Optimizing Performance Ads: Leveraging Automated Bid Strategies and Tracking Server-to-Server Conversions0:23:56 New Tactics for Acceleration Campaigns in Demand Generation0:25:43 Exploring Low-Cost Advertising Strategies to Improve Sales Cycle Time0:27:38 Retargeting Strategies on Twitter and YouTube0:29:04 Analysis of Claude Hopkins' 18th Century Advertising Strategies and Modern B2B Marketing Tactics0:32:15 Optimizing Paid Campaigns for Maximum Efficiency and ROI0:35:22 Paid Search Strategies for Budget Restraints0:37:07 Paid Media Optimization Strategies0:41:30 Analysis of Inefficiency in Digital Advertising Spend0:43:06 Heading: Ad Conversion Academy Launch: Five Commitments to Students0:44:51 Paid Media Expertise0:46:17 Optimizing Landing Pages for Improved Conversion Rates0:47:47 Wrap upDemand 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!