Beyond the Dashboard - A Yirla Podcast

Most demand gen teams think they're making data-driven decisions. Aurelija Vyčaitė thinks a lot of them are just getting faster at making the wrong ones. Aurelija is the Head of Demand Generation at Marker.io , a Microsoft AI competition winner, and someone who has spent her career building marketing functions from scratch in places where the rule book didn't exist yet. She has strong opinions abo...

AJ Wilcox has managed over $200 million in LinkedIn Ads spend. He's the founder of B2Linked, the only LinkedIn-certified ad agency on the planet, and hosts the LinkedIn Ads Show with 17,000+ newsletter subscribers. In this episode, we get into why "LinkedIn is too expensive" is the wrong conversation entirely, what actually drives underperformance in B2B campaigns, and why the LinkedIn Ad Library...

Valerie Tarangelo has spent over a decade building the operational backbone that most B2B SaaS companies skip on their way to scale. She's done it at Publicis Sapient, GumGum, and now Interact Software, where she owns the entire marketing to pipeline funnel end to end. This episode gets into the unglamorous stuff that actually moves the needle including data fragmentation, audience segmentation, c...

Summary In this episode of Beyond the Dashboard, Scott Schnaars (CEO of Yirla) interviews Mehdi Labidi about the intersection of AI and marketing. They explore how engineering thinking influences marketing strategies, the challenges of AI adoption in large organizations, and practical tips for leveraging AI effectively. Key topics * AI's impact on B2B marketing and demand generation * Pragmatic pr...

Korstiaan Hardam has spent 25+ years building demand gen engines at some of the most recognizable names in enterprise tech — 8 years at Salesforce during their hyper-growth era, and nearly a decade at SAP where he currently leads global outbound campaign management for the corporate segment. His team supports over 500 sales development executives and is responsible for roughly 40% of SAP's corpora...

What happens when the marketing playbook you've spent 20 years building stops working? You rewrite it. In this episode, Yirla founder Scott Schnaars sits down with Jason Seeba, CMO of OneSignal, to talk about what's actually changing in B2B go-to-market — and what most marketing leaders are getting wrong about it. Jason has built growth engines at Bloomreach, Eightfold, MParticle, and Session AI,...

In this episode of Beyond the Dashboard, Scott Schnaars interviews Dots Oyebolu, a fractional CMO and creator of the StrategyMaker framework. They discuss Dots' journey from a computer science major to a marketing expert, the evolving landscape of B2B and B2C marketing, and the importance of understanding the job to be done for clients. Dots shares insights on leveraging LinkedIn for marketing, co...

Katerina Fotiadi - Head of Demand Generation SE Ranking - https://www.linkedin.com/in/katerina-fotiadi/ Summary In this episode of Beyond the Dashboard, Scott Schnaars interviews Katerina Fotiadi, Head of Demand Gen at SE Ranking. They discuss the nuances of demand generation, the importance of quick adaptation in marketing campaigns, and the role of AI in reshaping marketing strategies. Katerina...

Summary In this episode of Beyond the Dashboard, Scott Schnaars interviews Divya Giritharan, a demand generation leader at Appen. They discuss the evolution of marketing metrics from lead volume to pipeline ownership, the importance of integrated campaigns, and how to effectively communicate marketing impact to executives. Divya shares her insights on creating measurable and repeatable marketing s...

Summary In this episode of Beyond the Dashboard, Scott Schnaars interviews Sherry Prescott-Willis, a seasoned B2B marketing executive, about the evolving landscape of demand generation and growth marketing. They discuss the importance of planning and metrics, the challenges of managing sales cycles, and the need for effective communication between sales and marketing teams. Sherry shares insights...

The conversation covers the evolution of advertising, challenges with manual reporting, strategies for staying ahead of AI, data-driven decision making, handling campaign failures, budget allocation, competitor analysis, and the need for comprehensive ad channel tools. Vincent Nguyen shares insights on creative fatigue, audience shift, and the desire to reduce manual reporting time to focus on opt...