Demand Gen Chat

Are you still under the impression that demand generation is just a tactic or a single person's responsibility?In this podcast episode, Tara Robertson is joined by the co-founders of Storybook Marketing, Liam Moroney and Graceanne MacDonald, to debunk the biggest misconceptions about demand generation and emphasize the importance of a holistic approach throughout the team.They stress the importance of understanding the customer journey and using the right channels to reach the right people.They also discuss the importance of audience research and getting feedback from the sales team to figure out what works best.Episode Links:Follow Tara on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Liam: https://www.linkedin.com/in/liammoroney/Follow Graceanne: https://www.linkedin.com/in/graceannedomino/Check out Storybook Marketing: https://www.storybookmarketing.io/Follow Amanda Natividad: https://www.linkedin.com/in/amandanat/Follow Rand Fishkin: https://www.linkedin.com/in/randfishkin/Follow Justin Rowe: https://www.linkedin.com/in/justin-rowe-4043339b/Katelyn Bourgoin: https://www.linkedin.com/in/katebour/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: 00:00:00 Intro00:01:50 Demand Gen Tactics and Strategies00:03:41 The Definition of Demand Generation for Marketing Teams00:04:58 Effective Strategies for Reaching Customers00:06:34 The Relationship Between Sales and Marketing Teams00:11:16 The Role of Marketing in Generating Pipeline and Revenue00:16:41 Exploring the Benefits of Podcasts for Lead Generation00:18:20 Outbound Marketing Strategies00:20:11 Coarse Correcting and Fixing an Outbound Function00:22:32 Coordinating Outbound and Inbound Marketing Strategies for Maximum Effectiveness00:24:23 Lead Scoring and Intent Data in B2B Marketing00:29:50 Emotionally-Driven Marketing Decisions00:31:16 Defending Long-Term Strategies in the Face of Short-Term Budget Cuts00:34:52 Reallocating Marketing Budgets and Looking Ahead to the Future00:36:30 Leveraging Lean Marketing Strategies for Maximum Impact00:40:13 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!

Demand Gen Chat is back in 2023 with a brand new season!In the first episode of Season 4, Tara Robertson chats with Isaac Ware, the Director of Demand Generation at UserGems.Issac shares his experience running account-based marketing (ABM) campaigns with a small team and their ability to run 300 one-to-one ABM campaigns per month!Isaac also discusses the challenges of attributing success to a specific team in ABM programs, especially when using paid media to measure success. He suggests tracking which ABX accounts are turning into revenue. Isaac also shares how his team heavily aligns marketing, ADR, and sales to make the most of their ABM program, and walks through how they personalize ads to each account, while tracking job changes to target the right people at the right time with their ABM ads.Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Issac Ware on Linkedin: https://www.linkedin.com/in/isaac-ware/Check out UserGems: https://www.usergems.com/Follow Claire Corriveau, Head of Demand Generation at Cobalt: https://www.linkedin.com/in/clarecorriveau/Read the key takeaways from the interview: www.chilipiper.com/podcast/how-a-small-team-scales-300-abm-campaignsFor 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 - Intro0:01:54 - The Challenges of Attribution in ABM Programs and a Success Story0:03:42 - Exploring ABM Attribution and Metrics for Successful Campaigns0:05:00 - Tracking ABM Performance Through Paid Ads and Outbound Programs0:07:25 - Conversation on User Gems' ABM Program and Marketing Team Structure0:09:27 - UserGems’ Lean Team0:11:38 - Exploring the Benefits of UserGems for Paid Media Marketing0:16:24 - Collaboration between Customer Success and Marketing for New Use Cases0:17:44 - Collaboration Between Marketing and Customer Success Teams for Landing Page Creation0:20:55 - Analysis of LinkedIn Performance During COVID-190:22:55 - Exploring Paid Media Marketing Strategies and Attribution Metrics0:26:46 - Utilizing Gong Triggers for Employee Engagement0:28:22 - Expansion and Churn Reduction Strategies0:30:04 - Exploring Cobalt's Approach to Selling into Sales and Marketing0:31:15 - 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!

In the latest episode of Demand Gen Chat, I spoke with Latané Conant, Chief Market Officer at 6sense. Latané has a fresh perspective as a marketing leader thanks to her sales background.We chat about hiring and building a marketing team, and how to keep a team engaged and motivated even through tough times. Latané also shares how her team works with sales and approaches ABX to engage the 10+ contacts they need to win an opportunity today. She also shares a sneak peek of the second edition of her book No Forms. No Spam. No Cold Calls.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Latané: https://www.linkedin.com/in/latane-conant/Check out Matt Heinz’s content: https://www.linkedin.com/in/mattheinz/Check out the Empowered CMO Network Board Book: https://empoweredcmo.com/board-book/About Demand Gen Chat:Demand 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!

In this new episode of Demand Gen Chat, I spoke with Colin White, Head of Demand Generation at Clearbit. Colin’s career started in software development and he pivoted into marketing, where he’s focused on driving revenue growth.If you’re a marketer focused on driving top-of-funnel leads and looking to have an impact further down the funnel you won’t want to miss this episode. We chat about how Colin approaches setting KPIs for individuals on his team (including Marketing Ops), and how to prioritize program ideas for the highest impact. Colin also shares how his team at Clearbit balances the science and ‘gut feel’ of marketing to set and achieve their goals.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Colin: https://www.linkedin.com/in/maybecolin/Check out Nick Bennett’s content: https://www.linkedin.com/in/nickbennett1/About Demand Gen ChatDemand 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!

In this new episode of Demand Gen Chat, I spoke with Tim Davidson, Senior Director of Digital Marketing at Directive. Tim started his time at Directive working with clients at software companies looking to source more pipeline and revenue from their paid channels, his focus now is growing Directive’s own marketing.You won’t want to miss this episode if you’re a marketer who’s looking to grow your own following or if you’re trying to start posting more creative content on your company’s LinkedIn page. We chat about how to approach figuring out the right mix of demand creation and demand capture programs for your business. Tim also shares common areas B2B marketers are wasting spend and how to identify and cut these programs immediately.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Tim: https://www.linkedin.com/in/tadavidson41/Check out Gaetano Nino DiNardi’s content: https://www.linkedin.com/in/officialg/About Demand Gen Chat:Demand 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!

In the newest episode of Demand Gen Chat, I spoke with Ashley Wilson, co-founder and COO at Momentum. Ashley’s career started in marketing and she has since co-founded Momentum, a sales automation platform for revenue teams.If you’re a marketer looking for guidance on the best way to update your leadership team on how marketing is going, you won’t want to miss this episode. We also chat about how Ashley approached making her first marketing hire, how marketers should spend their first 30 days in a role to have the biggest impact, and how getting your messaging right can help position your product as a must-have vs nice to have when budgets are tight.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Ashley: https://www.linkedin.com/in/awilson820/Check out the Inside Olivine newsletter: https://olivinemarketing.substack.com/About Demand Gen Chat:Demand 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!

In this new episode of Demand Gen Chat, I spoke with Darrell Alfonso, Global Marketing Operations at Amazon Web Services (AWS) and author of The Martech Handbook. Darrell has been at AWS for over three years, and his team empowers thousands of marketers around the world to do their best work.We spoke about marketing ops don’ts and the most common mistake Darrell sees when B2B marketers run A/B tests. Darrell also shared how ops can set KPIs to work towards things they'll be proud of, versus spending all year putting out fires and fixing issues in other marketers’ campaigns.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Darrell: https://www.linkedin.com/in/darrellalfonso/Check out Amanda Natividad’s content: https://twitter.com/amandanatAbout Demand Gen Chat:Demand 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!

In this week’s episode of Demand Gen Chat, I spoke with Corrina Owens, Senior ABM Manager, Enterprise at Gong. If you’re in B2B, you probably know Gong and see their marketing content everywhere so I was excited to meet Corrina and learn about what goes on behind the scenes and how they measure success. Listen to this episode to hear Corrina’s take on why true personalization is always better than customization, how us marketers could be better at working with sales on ABM, and how the marketing team at Gong is structured. We also swap hot takes on what we’d love to see change on our LinkedIn feeds.Show Notes:Follow Tara: https://www.linkedin.com/in/taraarobertsonFollow Corrina: https://www.linkedin.com/in/corrina-owens/TikTok: https://www.tiktok.com/@featuring_CorrinaCheck out Liam Moroney’s content: https://www.linkedin.com/in/liammoroney/About DGCDemand 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!

Episode DescriptionIn the newest episode of Demand Gen Chat, I spoke with Katie Meeker, the Director of Customer Marketing at iCIMS. Katie has been at iCIMS for over 13 years, originally joining the marketing team as an events coordinator, and now leading customer marketing. Customer marketing is a relatively new function that is growing quickly so I was very excited to learn from Katie. Listen to this episode to hear why customer marketers should report into marketing, the martech stack iCIMS uses to power their customer marketing programs, and Katie’s predictions for the future of the role.Show NotesFollow Tara: https://www.linkedin.com/in/taraarobertsonFollow Katie: https://www.linkedin.com/in/katiemeeker/Check out the Customer Marketing Certification by Product Marketing Alliance: https://certified.productmarketingalliance.com/p/customer-marketing-certifiedAbout Demand Gen ChatDemand 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!

In this episode of Demand Gen Chat, I chatted with Hillary Carpio, Director of ABM at Snowflake. Hillary leads an ABM team of 18 marketers that support 100s of sales reps across North America and Latin America. We talked about how her team works cross-functionally to drive success with their ABM programs, how they measure ABM at Snowflake, and why ABM is no longer just display ads and direct mail.  Show Notes:Follow Tara: https://www.linkedin.com/in/taraarobertsonFollow Hillary: https://www.linkedin.com/in/hillarycarpio/ https://thehillarycarpio.com/ About Demand Gen Chat Demand 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!