Pipeline Visionaries

This episode features an interview with Tyler Lessard, VP of Marketing & Chief Video Strategist of Vidyard, a video platform for marketing and sales video hosting. Tyler has over 15 years of experience in B2B marketing, sales enablement, content marketing, brand and video. He’s also the distinguished author of The Visual Sale. On this episode, Tyler breaks down how to effectively use video to gene...

This episode features an interview with Alon Alroy, Co-founder, CMO & CCO of Bizzabo, a  hybrid events platform that has raised $195M and has acquired several companies to date. Alon is a distinguished marketing executive shaping the future of the martech industry.   On this episode, Alon provides a crystal ball into the future of events, why he believes experiences play a vital role in this futur...

This episode features an interview with Heidi Bullock, CMO of Tealium, a company that connects data from all different sources so brands can better connect to their customers. Prior to Tealium, Heidi was the CMO of Engagio and Global VP of Marketing at Marketo.  On this episode, Heidi talks about what it means to be CMO of Tealium, why the rise of data driven marketers is so important, and her top...

This episode features an interview with Nikhil Behl, CMO of FICO, a leading analytics software company helping businesses in over 85 countries. Nikhil has over 25 years of technology, software and e-commerce experience. Prior to FICO, he was COO of Mercantila and spent 12 years in a number of executive-level positions at Hewlett-Packard. Nikhil is best known for being a part of the founding team t...

This episode features an interview with Anthony Kennada, CMO of Hopin, an event technology platform that recently garnered a $7.75B valuation. On this episode, Anthony takes us behind the scenes on Hopin’s explosive growth, how he and his team are trying to redefine webinars, and why he believes every company needs to start acting like a media company.  ------------- “Every company needs to start...

Find parts one , two , three & four ------ Episode Timestamps :  Part five of this special mini-series features 12 CMOs and marketing leaders from some of the world's fastest-growing companies, including: *(4:00) - Amanda Malko , CMO, G2 *(7:40) - Raj Khera , Head of Growth, SalesIntel.io *(9:05) - Katrina Wong , VP Product Marketing and Demand Gen, Segment *(11:11) - Morgan Norman , CMO, Dialpad...

“The thread that runs through these best practices is this concept of account based experience. And it's a concept of really understanding where the account is in its journey and applying all that account intelligence that you have to not treat every account the same, but to really interact with them in a way that's going to be relevant and appropriate for where they are in their journey. So that'...

“Make a really good case for having your most experienced SDRs handling your inbound leads. That's going to make the biggest difference ever in terms of the return on your marketing investment.” — William Tyree ------------- Episode Timestamps : *(2:30) - How William first got into demand gen *(3:00) - William’s current role as CMO of revenue.io *(4:10) - The Trust Tree *(8:35) - How William’s mar...

“A very important part of demand gen is the alignment between marketing, product, sales, and customer service.” — Kyle Lacy -------------- Episode Timestamps : *(2:00) - How Kyle got started in demand gen *(2:55) - Kyle’s current role at Seismic as SVP of Marketing *(3:53) - The Trust Tree *(6:10) - Selling to sales teams *(7:50) - What getting acquired is like and what changed from Lessonly to Se...

“[Our website does] both education and conversion and is the way we think about it, but it actually plays all of the classic roles. It plays as our billboard. It's our always-on asset. We have complete control over it, so we want it to be great.” - Keith Messick ----------- Episode Timestamps: *(3:03) - Keith’s first job in demand gen *(4:25) - LaunchDarkly explained  *(6:14) - The Trust Tree *(7:...

“It's noisy out there and creativity can be the difference between people paying attention to you and not paying attention to you. So I think we have to take some risks as marketers to stand out and be a little bit different and not all look the same and play it safe.” — Susan Beermann ---------- Episode Timestamps : *(1:54) - How Susan first got into marketing *(2:45) - Susan’s current role at NA...

“The danger of the website is that you can attempt to make it all things to all people. We're very focused on two priorities for our website: First and foremost, it is a lead gen tool for us. And secondly, it is a platform for our thought leadership.” — Justin Shriber ------------ Episode Timestamps : *(2:20) - How Justin got into demand gen *(3:30) - What People.ai does *(4:30) - The Trust Tree *...

“Make content personal for consumers. That’s what folks are really interested in. They want to be educated and engaged. We really want to try to serve up that blockbuster content that we think is going to be compelling for folks to help them make good decisions.” — Joy Corso ---------- Episode Timestamps : *(2:00) - How Joy got started in Demand Gen  *(3:30) - What Vonage is and what it means to b...

“The content we're putting out is not transactional. It's not behind a gate. It's essentially there to help people be better at their jobs as salespeople or marketers or commerce individuals or admins or devs. It's really to help people be better. And we think organically that will help grow the business.” — Colin Fleming  --------- Episode Timestamps : *(2:15) - Colin’s first job at Salesforce *(...

“My hires this year have not come from the event world. They've all come from the broadcast production world so that we can understand how to keep curating products that are going to be engaging to our viewers. We take that concept of ‘we've come here to tell a story.’ So we have to take advantage of all the tools and best practices out there in storytelling. And that means that we're not borrowin...

“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 l...

“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 *(...

Key Takeaways As 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...

“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) -...

“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)...

“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 Times...

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 To...

“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 pl...

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 mar...

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, trad...