Pipeline Visionaries
199 episodes - English - Latest episode: 20 days ago -CMOs and demand gen leaders dive head-first into their strategies and tactics for building a pipeline machine.
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Episodes
From Employee 11 to $600M in Revenue with Alex Rosemblat, CMO of Datadog
June 15, 2021 09:00 - 46 minutes - 42.9 MBKey Takeaways Don’t sweat the numbers, sweat the quality. All B2B marketing teams should consider hiring a great demand gen person that knows Google ad words as an early hire. To make an event that drives pipeline, you must define your audience as narrowly as possible. Quotes “To make an event that drives pipeline, I think the most important thing is to define your audience as narrowly as possible. If you were to say ‘this is going to be an event tailored for X kind of person,’ that's p...
Cutting Through the Noise: The Challenge of Marketing to Marketers with Norman Guadagno, CMO of Acoustic
June 08, 2021 09:00 - 50 minutes - 46.4 MBKey Takeaways SEM and SEO have to work together. You can’t just appeal to the rational side of your audience. You have to also appeal to the emotional side as well. People forget how video humanizes marketing through the “show” aspect of the “show don’t tell” side of marketing. Quotes “Nobody sees through BS faster than another marketer. There's a level of transparency, honesty, and integrity that I think marketers need to bring to the table when they're marketing to their peers.” “I ...
Season 2 Trailer
June 02, 2021 09:00 - 1 minute - 1.18 MBSeason 1 of Demand Gen Visionaries featured luminaries at some of the world’s most innovative companies like Salesforce, Slack, and Google who shared strategies, insights, and ideas for maximizing sales pipeline amidst a shift to an all-digital world. And we’re just getting started. Tune in to the premiere of Demand Gen Visionaries Season 2 on June 8th. We’ve got some heavy-hitters and master marketers like our friends at G2, Datadog, InVision, and Procore joining the show. We’ll dive deep ...
Make Sales Easier: The Blueprints of a Marketing Titan with Dave Kellogg, fmr 3x CMO and SVP/GM at Salesforce
May 11, 2021 09:00 - 51 minutes - 47.4 MBKey Takeaways Most boards don’t have marketing leaders, but all boards have operators (GMs, CEOs, etc.) and successful ones have an understanding of marketing. If trends continue, more and more CMOs will become CEOs CMOs and CROs should be locked at the elbows Quotes “I believe what separates the sales leaders from those who stay as CROs, to those who go on to become general managers or CEOs is actually an understanding of marketing.” “A key skill for any CMO is the ability to say no. ...
Part 3: Top CMOs Share Their Uncuttable Demand Gen Budget Items for 2021
May 04, 2021 09:00 - 31 minutes - 28.9 MBEvery 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 and two here Part...
No Silver Bullet: A 3-time CMO’s Approach to Demand Gen with Susan Ganeshan, CMO of Granicus
April 27, 2021 09:00 - 43 minutes - 39.4 MBThis episode features an interview with Susan Ganeshan, CMO of Granicus. Susan is a multiple-time CMO with an impressive 25-year marketing career that includes leadership roles at Clarabridge, newBrandAnalytics, and Deloitte Consulting. On this episode, Susan discusses the unique challenges and opportunities that come with selling exclusively to government entities. She also expands on her career-long objective to convert leads faster, why she says there is no silver bullet in demand gen, ...
Owning the SMB Market: $1.3B in ARR with a New Demand Gen Playbook with Jamie Domenici, CMO of LogMeIn
April 20, 2021 09:00 - 45 minutes - 42.1 MBThis episode features an interview with Jamie Domenici, CMO of LogMeIn, a pioneer in remote work technology that has become one of the world’s largest SaaS companies. Prior to LogMeIn, Jamie spent ten years at Salesforce, serving in various marketing leadership positions including Global Senior Vice President of Customer Adoption, Marketing and Business Development. On this episode, Jamie shares her secrets on how to dominate the SMB market, why product-led growth is the key to the future ...
Five Seconds to Wow Somebody: Two Decades of Demand Gen Secrets with Christelle Flahaux, VP of Marketing at FortressIQ
April 06, 2021 09:00 - 49 minutes - 45.4 MBThis episode features an interview with Christelle Flahaux, Vice President of Marketing at FortressIQ, a pioneer in the burgeoning field of process intelligence. Christelle is a seasoned professional drawing on two decades of experience in marketing, including senior leadership roles at some of the tech industry’s most recognized and fastest-growing B2B companies. Prior to joining FortressIQ, she served as CMO of Planful, formerly known as Host Analytics. On this episode, Christelle lays o...
Journey to CMO: What I Learned From the World's Greatest SaaS Companies with Naman Khan, CMO of Zeplin
March 30, 2021 09:00 - 47 minutes - 43.9 MBThis episode features an interview with Naman Khan, CMO of Zeplin. Naman is an accomplished marketing leader with experience across B2B and B2C marketing and sales at some of the largest companies in the world. Before joining Zeplin, he served as VP of Marketing at Dropbox, VP of Product Marketing at Salesforce, and held marketing leadership roles at Microsoft and Autodesk. On this episode, Naman discusses his journey from some of the world’s most recognizable brands to being a first-time ...
Make It Memorable: Secrets from a 20 Year Tech Veteran on Tackling Global Expansion with Dave Dabbah, CMO of CleverTap
March 23, 2021 09:00 - 40 minutes - 36.7 MBThis episode features an interview with Dave Dabbah, CMO of CleverTap, the leading AI-powered customer engagement and retention platform. Dave has been leading high growth marketing teams in Silicon Valley for the past 20 years. Prior to joining CleverTap, he led marketing at Agora, and he currently serves as an advisor and board member for several Silicon Valley startups. On this episode, Dave details his strategy for building a growth brand in the B2B space, the unique challenges of bein...
Stay Agile, Stand Out: Accelerating Pipeline to Achieve a $30B Market Cap with Len Fischer, SVP of Demand Gen at Okta
March 16, 2021 09:00 - 44 minutes - 41.1 MBThis episode features an interview with Len Fischer, Senior Vice President of Demand Generation at Okta. Len leads the team responsible for creating and accelerating Okta’s pipeline through campaign management, field marketing, partner marketing, and digital marketing efforts. Prior to Okta, Len was Executive VP of Marketing at BDNA, and held key leadership roles in marketing and sales at Informatica. He holds an MBA from Pepperdine University. On this episode, Len shares how he and his t...
A 4-time Tech CMO’s Secrets to Integrated Demand Gen with Lynne Capozzi, CMO of Acquia
March 09, 2021 10:30 - 38 minutes - 34.8 MBThis episode features an interview with Lynne Capozzi, CMO of Acquia, the leading cloud platform for building, delivering, and optimizing digital experiences. Lynne is a multiple-time tech CMO who first served as Acquia’s CMO in 2008, before leaving in 2011 to pursue nonprofit work full-time. She returned to Acquia in late 2016 to lead the marketing organization into its next stage of growth. On this episode, Lynne explains why demand gen always needs to be an integrated strategy, how to c...
Achieving a $4.5B Valuation Through Product-Led Growth with Marie Gassée, VP of Growth at Confluent
March 02, 2021 10:30 - 41 minutes - 38.1 MBThis episode features an interview with Marie Gassée, Vice President of Growth at Confluent, the enterprise event streaming platform provider that garnered a $4.5B valuation last year. Prior to Confluent, Marie served as Senior Director and General Manager of the Online Sales Business Unit at Box, and she holds an MBA from Stanford Graduate School of Business. On this episode, Marie discusses the heavily data-driven nature of her role, the product-led growth model that she embraces to max...
How to Fuel Multi-Segment Demand with Esther Flammer, VP of Demand Generation at Conga
February 16, 2021 10:30 - 41 minutes - 38.1 MBThis episode features an interview with Esther Flammer, Vice President of Demand Generation and acting CMO of Conga. Esther is a senior marketing executive with nearly 20 years of B2B and agency experience in SaaS, high-tech, and non-profit sectors. Her dynamic leadership has driven success at high-growth B2B technology companies like Conga, Convercent, and Return Path. On this episode, Esther discusses the balance between the art and science of marketing, what B2B can learn from B2C, and...
Marrying Creativity and Data to Become a $51B Business with Rachel Thornton, VP of Global Marketing for Amazon Web Services
February 09, 2021 10:30 - 38 minutes - 35.5 MBThis episode features an interview with Rachel Thornton, Vice President of Worldwide Marketing for Amazon Web Services, the comprehensive cloud computing platform that powers hundreds of thousands of businesses in 190 countries around the world, and is on track to surpass $51B in revenue in 2021. Rachel is a true Demand Gen Rockstar, having been hailed in the press as “Captain of the B2B Marketing Dream Team.” She joined Amazon in 2013, serving as Head of Amazon Student and then Vice Presid...
The Uncommon Art of Creating B2B Brand Champions and Super Bowl Ads with Joanie Wang, Director of Marketing at Expensify
February 02, 2021 10:30 - 44 minutes - 40.8 MBThis episode features an interview with Joanie Wang, Director of Marketing at Expensify Since joining in 2014, Joanie has helped grow Expensify into the most recognizable expense management platform in the space, spearheading the launch of some of the company’s biggest marketing initiatives. She has been named one of the Top Women Leaders in SaaS and one of the accounting industry’s Top 20 Influencers under 40. On this episode, Joanie discusses how Expensify’s relentless focus on end-user...
All In: A Year of Rocketship Growth with Matterport CMO Robin Daniels
January 26, 2021 11:00 - 54 minutes - 49.6 MBThis episode features an interview with Robin Daniels, CMO of Matterport. Robin has built an impressive two-decade career at industry-defining tech companies across the US and Europe, previously serving as CMO of WeWork and in leadership positions at LinkedIn, Salesforce, and Box. He joined Matterport in early 2020 to lead worldwide marketing strategy at a time of rapid growth for the company. On this episode, Robin shares how his “go all in or don’t go at all” mindset helped lead Matterpo...
ROI of Everything: The Playbook of a 4-time Tech CMO with Grant Johnson, CMO of Emburse
January 19, 2021 10:30 - 43 minutes - 39.6 MBThis episode features an interview with Grant Johnson, CMO of Emburse. Grant is a four-time tech CMO with 20+ years of success in scaling marketing operations and building profitable global businesses. He was brought in last year to lead the group of six travel and expense management software vendors that came together as Emburse to challenge the industry incumbent. On this episode, Grant discusses his holistic view of marketing, encompassing the four key levers and how they work together ...
Scaling Audience Engagement for the Fortune 500 with Leela Srinivasan, CMO of SurveyMonkey
January 12, 2021 10:30 - 44 minutes - 40.5 MBCheck out this open Demand Gen Leadership role at SurveyMonkey! This episode features an interview with Leela Srinivasan, CMO of SurveyMonkey. Leela joined SurveyMonkey in April 2018 to lead all marketing functions including brand strategy, growth marketing, product marketing, and communications. Previously, she served as Chief Marketing Officer at Lever, VP of Marketing at OpenTable, and Director of Marketing at LinkedIn. On this episode, Leela dives deep into the key components of her s...
The Demand Gen Strategy for a $4B+ FinTech Disruptor with Vidya Peters, CMO of Marqeta
January 05, 2021 11:00 - 42 minutes - 38.5 MBThis episode features an interview with Vidya Peters, CMO of Marqeta. Vidya is widely recognized as one of the top leaders in Financial Technology, and joined Marqeta in 2019 after previously serving as CMO of MuleSoft, which she helped scale into one of the most successful and fastest growing public enterprise software companies. On this episode, Vidya discusses the most important elements of setting your strategy for the year, how to keep up with the rapidly changing MarTech landscape, t...
Part 2: Top 24 CMOs Share Their Uncuttable Demand Gen Budget Items
December 16, 2020 18:25 - 44 minutes - 40.6 MBFind all the information online at www.qualified.com/podcast/uncuttable Every week, we sit down with marketing leaders from some of the world’s fastest-growing companies on the Demand Gen Visionaries podcast 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 two-part mini series to hear the budg...
Part 1: Top 24 CMOs Share Their Uncuttable Demand Gen Budget Items
December 16, 2020 18:17 - 44 minutes - 41.2 MBFind all the information online at www.qualified.com/podcast/uncuttable Every week, we sit down with marketing leaders from some of the world’s fastest-growing companies on the Demand Gen Visionaries podcast 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 two-part mini series to hear the budget...
Google Cloud & Google Workspace: Building a Demand Gen Powerhouse for a $13B Division with 6M+ Customers with Sarah Kennedy, VP of Global Demand and Growth at Google Cloud
December 09, 2020 16:52 - 47 minutes - 43.1 MBThis episode features an interview with Sarah Kennedy, Vice President of Global Growth and Demand at Google Cloud. Prior to Google, Sarah led multiple marketing transformations as CMO of Marketo and as CMO for the enterprise software divisions at Adobe and Sabre. On this episode, Sarah discusses the marketing efficiencies and ROI drivers she’s anchored her career around, how to navigate the macro mindset shift that every marketing team goes through, and why being a career catalyst for your...
Journey to IPO: Driving Revenue for a Fast-Growing Big Data Pioneer with Suku Krishnaraj, CMO of Sumo Logic
December 01, 2020 10:00 - 44 minutes - 40.5 MBThis episode features an interview with Suku Krishnaraj, CMO of Sumo Logic. Suku is a seasoned senior executive with extensive experience scaling growth at companies like AppFog, HP, CenturyLink, and SolarWinds. On this episode, Suku explains his strategy for driving revenue for the Machine Data Analytics pioneer that went public earlier this year, why the CMO’s primary job is to solve problems, how to never lose sight of marketing’s role in driving revenue, and the importance of having em...
How to Use Storytelling to Drive Unprecedented Market Demand with Kyle Christensen, VP of Marketing at Zuora
November 17, 2020 10:00 - 44 minutes - 40.6 MBThis episode features an interview with Kyle Christensen, VP of Marketing at Zuora. Prior to Zuora, Kyle served as CMO of 6Sense, SVP of Marketing at Invoca, and VP of Marketing at Responsys, where he drove the growth of the enterprise business up until the company's $1.5B acquisition by Oracle. On this episode, Kyle shares his demand gen master plan that starts with a marketing strategy that permeates the entire company and explains why the best brand storytelling attaches you to a narrat...
Cultivating an Innovative Marketing Strategy for the Digital-First World with Jen Dimas, CMO of Gigster
November 10, 2020 20:00 - 41 minutes - 38.3 MBThis episode features an interview with Jen Dimas, CMO of Gigster For more than 20 years, Jen has led marketing teams at high-growth enterprise software companies like Plex, Demandbase, Egnyte, Polycom, and Hyperion. In this episode, Jen dives into the ever-changing landscape of demand gen strategy, highlighting the importance of understanding and adapting to the needs of the moment. She also emphasizes the importance of a tight partnership between sales and marketing and explains how to g...
The Demand Gen Playbook of One of the Top 50 Women in Revenue, Lauren Vaccarello, CMO of Talend ($TLND)
November 03, 2020 10:00 - 52 minutes - 48.4 MBThis episode features an interview with Lauren Vaccarello, CMO of Talend. Lauren is an award-winning marketing executive with a track record of accelerating revenue growth for some of the fastest-growing SaaS companies in Silicon Valley including Box, AdRoll, and Salesforce. On this episode, Lauren talks about how to hit your numbers in the short term while working to expand the scope of who you’re selling to in the long term. She also discusses how to leverage your executive team to build...
Digital Marketing Strategies that Fuel a $64 Billion Software Giant with Michael King, Sr. Director of Cloud Marketing at VMware
October 27, 2020 09:00 - 46 minutes - 42.8 MBThis episode features an interview with Michael King, Senior Director of Cloud Marketing at VMware. Inside the $64 billion cloud computing and virtualization software giant, Michael is responsible for the VMware Cloud Marketing team and is tasked with transforming the customer perception of VMware’s cloud services and products. On this episode, Michael expands on the demand gen strategy that he calls “the relentless pursuit of whatever works,” illustrates his audience-action-measurement pl...
Predictions for the Future from the Godfather of Marketing Automation, Adam Blitzer, EVP at Salesforce
October 20, 2020 09:00 - 48 minutes - 44.8 MBThis episode features an interview with Adam Blitzer, Executive Vice President and General Manager of Digital at Salesforce. Adam is truly one of the godfathers of marketing automation and B2B demand generation, having founded and sold Pardot, one of the most important marketing automation platforms ever created for CMOs and demand gen leaders. Adam currently oversees the multi-billion-dollar marketing division at Salesforce, using the products he created to meet internal demand gen goals. ...
Scaling Demand Gen to Build the Next Unicorn with Jamie Grenney, CMO of OwnBackup
October 13, 2020 09:00 - 50 minutes - 46.4 MBThis episode features an interview with Jamie Grenney, CMO of OwnBackup. Prior to OwnBackup, Jamie spent 11 years at Salesforce learning from the best in the business. Most recently, he led a large product marketing and enablement team as a Global VP at Okta, and is now working on making OwnBackup into his fourth Unicorn. On this episode, Jamie discusses the death of cold outreach, the right way to make impactful video content, how to cultivate a great sales-marketing relationship, and muc...
Demand Gen Trends to Invest in According to a Six-Time CMO with Heidi Melin, CMO of Workfront
October 07, 2020 09:00 - 46 minutes - 42.3 MBThis episode features an interview with Heidi Melin, CMO of Workfront. Heidi has held the position of CMO 6 times over an impressive two-decade career of developing and executing marketing strategies that drive growth. On this episode, Heidi illustrates her approach to pivoting Workfront’s marketing strategies in response to the paradigm shift that companies are experiencing in 2020, and she explains why you need to be viewing your marketing dollars as an investment, not just an expense. ...
Creating A $2.2 Billion Revenue Intelligence Powerhouse with Udi Ledergor, CMO of Gong
September 29, 2020 09:00 - 41 minutes - 38.4 MBThis episode features an interview between Ian Faison and Udi Ledergor, CMO of Gong. A 5-time VP of Marketing, Udi has 20 years of experience heading marketing teams and is an expert in helping B2B companies grow faster by optimizing and transforming their marketing efforts. On this episode, Udi discusses the synergy between Gong’s demand gen efforts and brand plays, and lays out the content strategy that he uses to drive the inbound and outbound motions that create thousands of MQLs every ...
Why Marketers Must Shift from the Funnel to the Flywheel with Chandar Pattabhiram, CMO of Coupa
September 22, 2020 09:00 - 45 minutes - 41.8 MBThis episode features an interview with Chandar Pattabhiram, CMO of Coupa. Chandar has more than 25 years of experience in strategic marketing and management consulting, including his previous role as CMO at Marketo. As CMO of Coupa, he is responsible for driving all aspects of worldwide marketing including strategic segment marketing, product marketing, growth marketing and corporate marketing. On this episode, Chandar breaks the mold on demand gen, explaining why you should be thinking of...
Capture Over Half the Fortune 500 Using Solution-Based Marketing, with Melton Littlepage, SVP at Tenable
September 15, 2020 09:00 - 51 minutes - 47.2 MBThis episode features an interview with Melton Littlepage, Senior VP of Marketing at Tenable. Melton has more than 15 years of marketing experience, including as VP of Global Marketing for SAP Concur, and CMO of Schoology. At Tenable, Melton is responsible for driving demand gen for cybersecurity solutions that are used by more than 30,000 organizations worldwide, including more than half of the Fortune 500. On this episode, Melton breaks down his solution-based marketing approach,...
Solution-Based Marketing Strategies that Capture Over Half the Fortune 500 with Melton Littlepage, SVP at Tenable
September 15, 2020 09:00 - 51 minutes - 47.2 MBThis episode features an interview with Melton Littlepage, Senior VP of Marketing at Tenable. Melton has more than 15 years of marketing experience, including as VP of Global Marketing for SAP Concur, and CMO of Schoology. At Tenable, Melton is responsible for driving demand gen for cybersecurity solutions that are used by more than 30,000 organizations worldwide, including more than half of the Fortune 500. On this episode, Melton breaks down his solution-based marketing approach,...
How Tenable Captured the Fortune 500 Using Solution-Based Marketing, with Melton Littlepage, SVP at Tenable
September 15, 2020 09:00 - 51 minutes - 47.2 MBThis episode features an interview with Melton Littlepage, Senior VP of Marketing at Tenable. Melton has more than 15 years of marketing experience, including as VP of Global Marketing for SAP Concur, and CMO of Schoology. At Tenable, Melton is responsible for driving demand gen for cybersecurity solutions that are used by more than 30,000 organizations worldwide, including more than half of the Fortune 500. On this episode, Melton breaks down his solution-based marketing approach, how to t...
How to Turn Your Customers Into Your Greatest Advocates with Dave King, CMO of Asana
September 09, 2020 09:00 - 41 minutes - 37.9 MBThis episode features an interview with Dave King, CMO of Asana. Specializing in B2B enterprise marketing and growth, Dave joined Asana in 2017 to oversee global marketing efforts after having previously led marketing teams at Percolate, Highfive and Salesforce. On this episode, Dave breaks down Asana’s unique, hybrid demand gen strategy that starts with a core belief in an exceptional product experience. Dave discusses how to add value, engender trust, and deliver such a remarkable experie...
12M Users and Beyond: Designing a Marketing Team for Slack's Parabolic Growth with Julie Liegl, CMO of Slack
September 03, 2020 12:49 - 44 minutes - 41 MBJulie Liegl is used to being a part of big things. As EVP of Global Marketing at Salesforce, she helped create and oversee the world-class corporate event that is known as Dreamforce, and she’s currently overseeing a complete transformation in the way that businesses communicate as CMO of Slack. On this episode, Julie unveils some of the plays that have made her so successful across her career. She talks about corporate events and how they can maintain relevance as digital events in the tim...
Marketing Strategies That Led to Billion Dollar Acquisitions with Tom Butta, former CMO of SignalFx
August 25, 2020 09:00 - 36 minutes - 33.7 MBTom Butta, Former CMO of SignalFx (acquired by Spunk for $1.05B), discusses the demand-gen mindset that leads to high-dollar acquisitions. On this episode of Demand Gen Visionaries, Tom explains the importance of focusing on marketing fundamentals to see big results, how putting your customers above all will lead to retention and more pipeline, and keeping a company-wide eye to make sure your demand gen leads to more sales. Key Takeaways There are three essential elements of demand gen: p...
No Forms. No Spam. No Cold Calls: The Next Generation of Account-Based Sales and Marketing, with Latane Conant, CMO of 6sense
August 18, 2020 09:00 - 40 minutes - 36.6 MBLatane Conant is the CMO of 6Sense and author of No Forms. No Spam. No Cold Calls: The next generation of account-based sales and marketing. discusses the importance of personalized marketing. On this episode of Demand Gen Visionaries, Latane explains how she generates demand by illuminating “the dark funnel”, why cold outreach is undergoing a fundamental change, and much more. Key Takeaways The best demand gen will make people feel something. You need to create a genuine connection with ...
Demand Gen Secrets from One of the 15 Most Influential Women in Marketing Tracy Eiler, CMO of InsideView
August 11, 2020 09:00 - 55 minutes - 50.7 MBTracy Eiler, CMO of InsideView Technologies, explains how she has aligned marketing and sales to accelerate pipeline, and shares how optimizing your CRM can drive growth. She also talks about the importance of human interaction with customers to turn buyers into company advocates, and the importance of generating quality vs. quantity leads. Tracy was also a key speaker at the Growth Marketing Conference. Key Takeaways Always strive to improve your CRM. Don’t overlook the issues. Cleaning u...
Utilizing AI Systems with Juniper Networks CMO, Mike Marcellin
August 04, 2020 09:00 - 46 minutes - 42.4 MBMike Marcellin, CMO of Juniper Networks, explains the benefits of having automated, AI-driven systems that allow marketers to focus on understanding the market and creating organic connections with potential customers. Key Takeaways Competition in the marketplace is inevitable. Working smarter than competitors with larger budgets can put you in the same league. The more data, the better the AI. Marketers need to make sure that accurate data informs AI-driven decision-marking. Make the op...
The New School Demand Gen Mindset at G2 with CMO Ryan Bonnici
July 28, 2020 09:00 - 48 minutes - 44.2 MBRyan Bonnici discusses why the campaign-based approach to marketing needs to be jettisoned for a new school mindset that constantly tests and adapts, his philosophy for creating useful content that drives value and leads to conversion, how he's driven growth at G2, and much more. Key Takeaways The campaign-based approach to marketing needs to be jettisoned for a new school mindset that constantly tests and adapts Demand gen leaders need to be leveraging intent data in order to increase th...
Developing a Marketing and Sales Driven Organization with Corrine Sklar, CMO of IBM iX
July 21, 2020 09:00 - 38 minutes - 35.2 MBCorinne Sklar, CMO of IBM, shares how demand gen influences their marketing strategies, and vice versa. She dives into the partnership her team shares with sales to ensure seamless execution of their acquisition strategy. On this episode of Demand Gen Visionaries, Corinne talks about growth at IBM and how companies, big and small, can implement consistent marketing strategies to generate a successful sales experience. Key Takeaways When brand marketing and demand gen work closely ...
Why Global Sales and Marketing Alignment are Key to IBM’s Success with Corinne Sklar, CMO of IBM iX
July 21, 2020 09:00 - 38 minutes - 35.2 MBCorinne Sklar, CMO of IBM, shares how demand gen influences their marketing strategies, and vice versa. She dives into the partnership her team shares with sales to ensure seamless execution of their acquisition strategy. On this episode of Demand Gen Visionaries, Corinne talks about growth at IBM and how companies, big and small, can implement consistent marketing strategies to generate a successful sales experience. Key Takeaways When brand marketing and demand gen work closely together ...
Driving the Next Phase of Growth at a $150 Billion Software Giant with Nate Skinner, SVP of Marketing at Oracle
July 14, 2020 09:10 - 1 hour - 57.6 MBFewer demand challenges are greater than driving growth in a mature market. But it’s not impossible, according to Nate Skinner. On this episode of Demand Gen Visionaries, Nate explains how he has been able to help drive growth at Oracle by stepping in and understanding the landscape, identifying opportunities, coordinating with sales, and clearly articulating value. Key Takeaways: In today’s digital environment, it’s impossible to predict the exact journey someone will take toward becoming...
The Magic Behind Twilio’s Meteoric Growth with Sara Varni, CMO
July 14, 2020 09:05 - 44 minutes - 41.1 MBAccording to Sara Varni, every marketer is a demand gen marketer in some respect, because success is all about performance. But that doesn’t mean that every marketer needs to be a “spreadsheet jockey.” On this episode of Demand Gen Visionaries, Sara tells us why it’s important to combine the art and science of demand gen to fully master the art of B2B marketing. Key Takeaways: Funneling leads to sales is great, but you can’t abandon your long-term strategy plays. Make sure you’re developin...
How ThoughtSpot Became a $2B Unicorn in 5 years with Scott Holden, CMO
July 14, 2020 09:00 - 48 minutes - 44.6 MBMarketers perform all sorts of important functions, from brand campaigns to assisting PR. But if a marketer isn’t filling the pipeline, nothing else matters, according to Scott Holden, CMO of ThoughtSpot. On this episode of Demand Gen Visionaries, he tell us that the most important duties of a demand gen marketer are to know their numbers, answer for them, and be able to explain why they are where they are. Because if you can measure, then you can manage and grow. Key Takeaways: Any good d...
Trailer
July 08, 2020 17:54 - 1 minute - 1.2 MBWelcome to Demand Gen Visionaries, where we interview marketing executives from all sorts of companies, from the Fortune 500 to high-growth startups. They walk you through their playbooks. We’re not talking about theory and concepts, we are talking x’s and o’s. We’re getting into the nitty gritty of how they drive results. They discuss their customers, prospects, how they structure their organization, where they spend their budget, their best and worst campaigns, and all the tips they have...