Ep. 517 | The ABM Optimization Playbook: Balancing Strategy & Execution OnBase: Smashing Sales And Marketing Misalignments podcast

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Uncuffed

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S4, E1 - Day One 7:38

cách đây 6 weeks trước7:38

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Last summer, something monumental happened. One of Uncuffed's founding producers, Greg Eskridge, came home after more than 30 years in prison. In this episode we’ll bring you back to that emotional day last summer when he walked out of the San Quentin gates, free at last. Our work in prisons is supported by the California Arts Council, the California Department of Corrections and Rehabilitation, independent foundations, and donations from listeners like you. Learn more, sign up for Uncuffed news, and support the program at www.weareuncuffed.org Follow us @WeAreUncuffed on Instagram and Facebook Transcripts are available within a week of the episode coming out at www.kalw.org/podcast/uncuffed…

OnBase: Smashing Sales and Marketing Misalignments »
Ep. 517 | The ABM Optimization Playbook: Balancing Strategy & Execution

cách đây một ngày trước 25:19

Chia sẻ

MP3•Trang chủ episode

Episode Summary

In this episode of OnBase, host Chris Moody sits down with Caroline Quinn to explore the nuances of optimizing Account-Based Marketing (ABM) strategies. Caroline shares her deep insights on defining the right ABM mix, navigating between one-to-one, one-to-few, and programmatic ABM approaches, and ensuring marketing investments align with business priorities. She also highlights the importance of curiosity, listening skills, and marketing technology in executing successful ABM programs.

With practical frameworks and real-world examples, this discussion is essential for marketers looking to refine their ABM strategies and drive meaningful engagement with key accounts.

About the Guest

Caroline is an enterprise technology marketer specializing in account-based marketing (ABM) and demand generation. At Cloudflare, she drives demand through targeted campaigns for strategic accounts. Her past roles include building a $65M ABM program at Blue Yonder and developing ABM strategies for sellers at tech organizations such as Google and Apple at PipelineIQ. Caroline began her career at Kronos (now UKG).Monterrey.

Connect with Caroline

Key Takeaways

- Balancing the ABM Pyramid: A strong ABM strategy requires the right mix of one-to-one, one-to-few, and one-to-many approaches. Over-rotating on either extreme can lead to inefficient resource allocation.

- The Power of Discovery: A successful ABM program starts with deep discovery—marketers must listen to sellers, understand account needs, and customize approaches accordingly.

- Tech-Enabled Personalization: While ABM technology can help scale efforts, marketers must also define key engagement signals manually to ensure flexibility and relevance.

- Justifying ABM Investments: To secure buy-in for one-to-one ABM, marketers should use intent data, pipeline signals, and phased investment approaches to demonstrate ROI.

- Content as an ABM Multiplier: AI-driven content repurposing can significantly enhance the impact of ABM efforts, making it easier to tailor messaging to different segments and accounts.

Quotes

"The best ABM programs are fluid—accounts should move between tiers based on their intent and engagement."

Tech Recommendations

- Demandbase – For account intelligence and ABM execution.

- Sendoso – Direct mail platforms for personalized account engagement.

- Pipeline IQ – For account profiling and intelligence.

- Boardroom Insiders – Executive profiling tool for ABM personalization.

- Folloze – Landing page and campaign personalization tool.

Recommended Resource

Books:
Multipliers by Liz Wiseman – A must-read for leaders aiming to maximize team performance.

518 tập

#Business #B2B Marketing #Marketing #DemandMatrix

Ep. 517 | The ABM Optimization Playbook: Balancing Strategy & Execution

OnBase: Smashing Sales and Marketing Misalignments

published cách đây một ngày trước

Chia sẻ

MP3•Trang chủ episode

Episode Summary

With practical frameworks and real-world examples, this discussion is essential for marketers looking to refine their ABM strategies and drive meaningful engagement with key accounts.

About the Guest

Connect with Caroline

Key Takeaways

- The Power of Discovery: A successful ABM program starts with deep discovery—marketers must listen to sellers, understand account needs, and customize approaches accordingly.

- Tech-Enabled Personalization: While ABM technology can help scale efforts, marketers must also define key engagement signals manually to ensure flexibility and relevance.

- Justifying ABM Investments: To secure buy-in for one-to-one ABM, marketers should use intent data, pipeline signals, and phased investment approaches to demonstrate ROI.

- Content as an ABM Multiplier: AI-driven content repurposing can significantly enhance the impact of ABM efforts, making it easier to tailor messaging to different segments and accounts.

Quotes

"The best ABM programs are fluid—accounts should move between tiers based on their intent and engagement."

Tech Recommendations

- Demandbase – For account intelligence and ABM execution.

- Sendoso – Direct mail platforms for personalized account engagement.

- Pipeline IQ – For account profiling and intelligence.

- Boardroom Insiders – Executive profiling tool for ABM personalization.

- Folloze – Landing page and campaign personalization tool.

Recommended Resource

Books:
Multipliers by Liz Wiseman – A must-read for leaders aiming to maximize team performance.

518 tập

#Business #B2B Marketing #Marketing #DemandMatrix

Tất cả các tập

OnBase: Smashing Sales and Marketing Misalignments

1
Ep. 517 | The ABM Optimization Playbook: Balancing Strategy & Execution 25:19

cách đây 1 day trước25:19

25:19

Episode Summary In this episode of OnBase, host Chris Moody sits down with Caroline Quinn to explore the nuances of optimizing Account-Based Marketing (ABM) strategies. Caroline shares her deep insights on defining the right ABM mix, navigating between one-to-one, one-to-few, and programmatic ABM approaches, and ensuring marketing investments align with business priorities. She also highlights the importance of curiosity, listening skills, and marketing technology in executing successful ABM programs. With practical frameworks and real-world examples, this discussion is essential for marketers looking to refine their ABM strategies and drive meaningful engagement with key accounts. About the Guest Caroline is an enterprise technology marketer specializing in account-based marketing (ABM) and demand generation. At Cloudflare, she drives demand through targeted campaigns for strategic accounts. Her past roles include building a $65M ABM program at Blue Yonder and developing ABM strategies for sellers at tech organizations such as Google and Apple at PipelineIQ. Caroline began her career at Kronos (now UKG).Monterrey. Connect with Caroline Key Takeaways - Balancing the ABM Pyramid: A strong ABM strategy requires the right mix of one-to-one, one-to-few, and one-to-many approaches. Over-rotating on either extreme can lead to inefficient resource allocation. - The Power of Discovery: A successful ABM program starts with deep discovery—marketers must listen to sellers, understand account needs, and customize approaches accordingly. - Tech-Enabled Personalization: While ABM technology can help scale efforts, marketers must also define key engagement signals manually to ensure flexibility and relevance. - Justifying ABM Investments: To secure buy-in for one-to-one ABM, marketers should use intent data, pipeline signals, and phased investment approaches to demonstrate ROI. - Content as an ABM Multiplier: AI-driven content repurposing can significantly enhance the impact of ABM efforts, making it easier to tailor messaging to different segments and accounts. Quotes "The best ABM programs are fluid—accounts should move between tiers based on their intent and engagement." Tech Recommendations - Demandbase – For account intelligence and ABM execution. - Sendoso – Direct mail platforms for personalized account engagement. - Pipeline IQ – For account profiling and intelligence. - Boardroom Insiders – Executive profiling tool for ABM personalization. - Folloze – Landing page and campaign personalization tool. Recommended Resource Books: Multipliers by Liz Wiseman – A must-read for leaders aiming to maximize team performance.…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 516 | The Rise of Agentic AI in B2B GTM 24:41

cách đây 8 ngày trước24:41

24:41

Episode Summary In this episode of OnBase, host Chris Moody sits down with Chad Holdorf to discuss how agentic AI is revolutionizing B2B go-to-market strategies. They explore the rise of AI-driven agents, why automation leaders are doubling down on AI, and the biggest mistakes B2B teams make with AI adoption. Chad also shares real-world use cases from Demandbase, showing how AI agents streamline workflows, enhance intent-based targeting, and deliver predictive recommendations to sales and marketing teams. If you're a sales or marketing leader, this episode will give you actionable insights on how to integrate AI-powered GTM workflows while ensuring data accuracy, personalization, and efficiency. Key takeaways: AI Agents Are Reshaping GTM – AI-driven agents can help 10x productivity, making teams more efficient while removing friction from sales and marketing workflows. The Biggest AI Mistake – Companies focus too much on the technology itself rather than on solving real customer problems. AI should be outcome-driven. From Data Overload to Actionable Insights – AI-driven intent signals analyze vast amounts of GTM data, surfacing key insights and next best actions for sales and marketing teams. AI SDRs Are Failing Without Context – AI agents that lack proper customer data make embarrassing mistakes, like sending irrelevant emails to buyers who already know the product. Agent Base: AI with Context & Accuracy – Demandbase’s Agent Base ensures that AI-driven sales and marketing actions are informed by accurate, unified data, preventing misalignment between teams. AI Must Be Embedded in the Workflow – AI agents should enhance existing workflows rather than requiring users to switch between multiple tools, ensuring smooth execution. Future of AI in B2B – The next wave of AI will focus on deep research capabilities, personalized recommendations, and predictive actions, eliminating guesswork for GTM teams. Quotes: "The most powerful AI agents aren't just about automation – they’re about solving real customer problems and making revenue teams more effective." "Without the right data, AI agents are just noise. The difference between success and failure in AI-driven GTM is data accuracy and context." Best moments: 03:00–05:00: Chad shares his journey to Demandbase and his vision for AI-powered GTM strategies. 08:00–10:00: Why AI adoption is skyrocketing but the execution still lags behind in B2B companies. 12:00–15:00: Breaking down how Agent Base delivers real-time AI-driven insights without adding complexity. 18:00–22:00: The biggest failures of AI SDRs and how data-driven AI agents can solve these issues. 25:00–30:00: The future of AI in sales & marketing – from predictive modeling to agent-driven engagement. Tech recommendations: Perplexity AI – AI-powered deep research for customer insights & content generation. OpenAI / Gemini – AI tools for data processing & workflow automation. Book recommendations: The Inner Game of Tennis by W. Timothy Gallwey – A classic on performance psychology & learning through observation. Podcast recommendations: My First Million – A business podcast that breaks down growth strategies & success stories. Leaders to follow: Gabe Rogol , CEO at Demandbase Umberto Milletti , Chief R&D Officer at Demandbase Kelly Hopping , CMO at Demandbase Marc Benioff , Chair & CEO at Salesforce. Parker Harris , CTO at Salesforce Sign up for Agentbase Meet Chad at the Forrester B2B Summit (March 30) & EMEA Conference in London (April 30). Sign up for Demandbase’s AI Agent Design Partner Program – coming soon! Follow Chad Holdorf on LinkedIn for AI-driven B2B insights. About the guest: Chad Holdorf is VP of Product at Demandbase, leading product to transform how marketers drive pipeline and revenue. With 15+ years in product, including leadership roles at Pendo, Salesforce, and John Deere, he builds high-performing teams, drives bold product strategies, and delivers results. Connect with Chad Holdorf .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 515 | Aligning ABX Strategies with Diverse Tech Environments 27:03

cách đây 14 ngày trước27:03

27:03

Episode Summary In this episode of OnBase, host Chris Moody sits down with Judit Szabo to discuss the complexities of aligning account-based strategies within diverse tech environments. With organizations facing challenges in tailoring ABX (Account-Based Experience) initiatives across different teams, tools, and processes, Judit shares her insights on how to execute ABX successfully. From understanding skill sets that drive alignment to navigating sales and marketing collaboration, she provides actionable insights on overcoming common obstacles, measuring success, and adapting methodologies for different organizations. Judit also explores the role of AI in account-based strategies, how technology enhances personalization, and why holistic, data-driven approaches are critical for long-term success. About the Guest Judit is a B2B marketing leader with 15+ years at IT Software and Services companies, Judit has PR and Media experience prior to joining the Tech industry. She was the winner of the 2019 Forrester ROI Honours Award in Europe for sales & marketing alignment at TIBCO Software with the introduction of transformative, industry-led value based GTM strategies. She has a strong passion for building and leading global teams with a sweet spot for Demand Generation and Growth Marketing, leading the development and management of integrated marketing strategies and execution to deliver growth and revenue for the business. She has experience in campaign and content management, digital, field, partner, and account-based marketing as well as data and performance-led marketing operations, advocating cross-functional collaboration across Marketing, Sales, Product and Operations with special focus on finding ways to optimise and orchestrate business processes in support of strategic objectives. In her free time, she’s an avid yoga practitioner, as well as a volunteer baker at her local National Trust estate in England. Connect with Judit Szabo Key Takeaways - Holistic Thinking Drives ABX Success – Account-based management isn’t just a marketing function; sales and marketing must work together to grow and penetrate accounts. - Patience Is Essential – ABX is a long-term strategy, not a quick fix. Expect an 18+ month cycle for results, and celebrate small wins along the way. - Data is the Foundation – Strong account intelligence is key to avoiding misalignment and wasted efforts. The right tools and governance ensure that teams are acting on reliable data. - Aligning Sales & Marketing Requires Process, Not Just Intent – Establish shared KPIs, define roles, and create a feedback loop to ensure alignment throughout the account lifecycle. - One-to-One ABX is the Goal, But Requires Strong Foundations – Organizations should first build a solid demand generation engine before scaling to hyper-personalized, one-to-one outreach. - AI Can Help, But It’s Not a Silver Bullet – While AI can assist with personalization, content generation, and automation, it can’t replace the strategic thinking needed to execute ABX effectively. Quotes "The three most important skills for ABX success? A holistic approach, patience, and a data-driven mindset. Without these, execution will fall apart." Recommended Resource Books : ⁠ Coaching for Performance ⁠ by Sir John Whitmore – A leadership guide on empowering teams and driving success through coaching.…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 514 | How Digital Accessibility Drives Customer Loyalty and Growth 26:49

cách đây 21 ngày trước26:49

26:49

Episode Summary In this episode of OnBase, host Chris Moody sits down with Chad Sollis to discuss why digital accessibility is a strategic priority for brands today. Chad shares his journey from graphic design to marketing leadership, highlighting the importance of accessibility in enhancing brand reputation, compliance, and consumer loyalty. He breaks down the key principles of accessibility, how it impacts SEO, and best practices for embedding accessibility into marketing and product development. Key Takeaways -Digital Accessibility is a Brand Imperative: One in four Americans has a disability, representing $20B in buying power. Accessible experiences foster loyalty and repeat business. -SEO and Accessibility Go Hand-in-Hand: Proper use of header tags, alt text, and navigation structures benefits both search rankings and user experience. -Prioritizing Accessibility in Design & Development: Integrating accessibility into design, development, and QA processes ensures it becomes a natural part of content creation rather than an afterthought. -Measuring ROI on Accessibility: Companies that invest in accessibility see improved website traffic, increased conversions, and long-term customer loyalty. Quotes "When companies design for accessibility, they’re not just meeting compliance requirements—they’re creating more inclusive and engaging experiences for all customers." Best Moments 03:00–05:00 – Chad’s unconventional journey from graphic design to marketing leadership. 10:00–13:00 – Why accessibility should be a strategic priority for senior leaders. 15:00–18:00 – The connection between SEO and accessibility: how structure improves discoverability. 22:00–25:00 – Overcoming accessibility challenges and integrating best practices into business processes. 30:00–33:00 – How brands can measure the ROI of their accessibility initiatives. Tech Recommendations Storyblok – Headless CMS that streamlines content personalization and accessibility. Amplience - An AI content platform. Mutiny – AI-driven personalization platform to optimize user experiences. Resource Recommendations Books: - Extreme Ownership by Jocko Willink - How to Win Friends and Influence People by Dale Carnegie Shout-outs -Scott Harris, VP of Performance Marketing at Box.com – Marketing expert with a deep understanding of growth strategies. -Nick Rico, Chief Commercial Officer at Lucid Software – Growth leader with a background in finance and marketing. -Manuel Rietzsch, VP, Revenue Marketing at AudioEye – Revenue marketing leader driving accessibility-focused initiatives. About the Guest Chad Sollis is a seasoned marketing and product leader with over two decades of experience in driving business growth and innovation across various industries. As the Chief Marketing Officer, Chad spearheads strategic initiatives in brand development, product marketing, growth, revenue operations, and customer engagement. As a data-driven executive, Chad has demonstrated a remarkable ability to scale businesses, having contributed to the growth of companies from $30 million to $3 billion in annual revenue and helping 4 companies execute successful IPOs. With a diverse background that includes leadership roles at market-leading companies such as Adobe, Pluralsight, Vivint, and Traeger, he has generated a wealth of expertise in marketing, digital products, and technology spanning both B2B and B2C sectors. Connect with Chad .…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 513 | The Real Sales KPIs That Drive Business Success 21:28

cách đây 29 ngày trước21:28

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Episode Summary In this episode of OnBase, host Chris Moody sits down with Abhishek Damani to discuss the critical role of aligning sales performance metrics with broader business goals. They explore why traditional sales metrics sometimes fall short and how companies can define KPIs that reflect strategic priorities. Abhishek also shares his structured four-step approach for identifying and tracking performance indicators, along with insights into how AI is transforming sales processes. Whether you’re a revenue leader, a sales manager, or a marketer looking to bridge the gap with sales teams, this episode is packed with practical takeaways on driving efficiency and improving business impact. About the Guest Abhishek Damani leads sales enablement for Industrial markets business at Cummins Inc., where he’s responsible for driving sales functional excellence by implementing tools and creating resources, training, and KPIs to improve sales teams’ productivity. Cummins Inc. is a global power solutions leader helping its customers successfully navigate the energy transition with its broad portfolio of products. The products range from advanced diesel, natural gas, electric, and hybrid powertrains and powertrain-related components. Headquartered in Columbus, Indiana (U.S.), since its founding in 1919, Cummins employs approximately 75,500 people committed to powering a more prosperous world. Connect with Abhishek Damani Key Takeaways - Aligning Sales KPIs with Business Goals is Crucial: Measuring only revenue growth can create misalignment with broader company objectives like profitability or market expansion. Sales teams must tailor their KPIs to reflect business priorities. - Traditional Sales Metrics Have Blind Spots: While win rate and sales velocity are important, they fail to capture long-term trends like customer sustainability goals, industry shifts, and regional sales discrepancies. - Four Steps to Defining Impactful KPIs: Understand strategic and operational business goals. Identify KPIs that track progress toward those goals. Determine how sales contributes to those metrics and what data is required. Measure progress and drive accountability. - AI is Enhancing Sales Processes: From summarizing meeting notes to tracking customer engagement and automating administrative tasks like expense reporting, AI is freeing up valuable time for sales teams. - Bridging Sales and Marketing with Data: Cummins uses a structured business planning process to ensure sales forecasts align with market trends, breaking silos between sales, marketing, and engineering teams. Quotes "If KPIs don’t align with company goals, everyone gets frustrated. Sales meets their numbers, but leadership still isn't happy." Tech Recommendations - reMarkable Paper Tablet – A digital notebook for handwritten notes and organization. - AI-Powered Meeting Note Summarizers – Automating administrative tasks like note-taking and action item tracking. Recommended Resource Books: - How Not to Be Wrong: The Power of Mathematical Thinking by Jordan Ellenberg. - The First 90 Days by Michael Watkins. Podcast: - Everyday AI Podcast by Jordan Wilson. ⁠Connect with Abhishek Damani⁠ ⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠ Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠ |⁠⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 512 | Rewiring the GTM Strategy With a Systems-Based Approach 37:13

cách đây 6 weeks trước37:13

37:13

Episode Summary In this episode of OnBase, host Chris Moody sits down with Kelly Flowers to discuss the power of systems-based strategy in driving predictable outcomes in sales development. Kelly shares her unique journey into sales, the lessons she learned from transitioning industries, and how she developed a structured approach to pipeline generation, OKRs, and sales efficiency. She also highlights the biggest challenges in sales today, the role of AI in streamlining sales processes, and the myths that hold sales teams back. With practical insights and actionable strategies, this conversation is a must-listen for revenue leaders looking to optimize their go-to-market strategies and drive consistent results. About the Guest Kelly Flowers serves as the AVP, of Global Sales Development at SentinelOne and previously held positions including Head of Sales and Business Development at 1Password, Director of AMER Sales Development at Databricks, and Senior Manager of Customer Success, Enterprise Renewals at New Relic, Inc. Additionally, Kelly has experience as a Manager of Sales Development and as an SDR Manager at Wizeline, as well as serving as the San Francisco Community Chair for Women in Sales Everywhere (WISE). Kelly holds a degree in Global Studies & Spanish, International Relations from Sonoma State University and has also studied Spanish Language at Tecnológico de Monterrey. Connect with Kelly Key Takeaways - Systems Thinking vs. Goal Setting: Goals help you achieve one-time success, but systems-based strategies ensure sustainable, repeatable success. - Pipeline Predictability Comes from Process: Breaking down the sales cycle into measurable inputs and outputs helps reps consistently hit quota. - Behavior Matters as Much as Performance: Being a "quota crusher" isn’t enough—collaboration, integrity, and consistency are key to long-term success. - AI as a Sales Multiplier, Not a Replacement: Sales professionals must leverage AI tools for research, prioritization, and process automation—but human connection remains essential. Quotes "Revenue intelligence makes arguments about 'who said what' obsolete by providing unfiltered, real-time data everyone can trust." Recommended Resources Books: - Setting the Table by Danny Meyer Newsletter: - Endurance by Katie Ceccarini Podcast: - Grit with Joubin Mirzadegan Connect with Kelly⁠ ⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 511 | Elevating Account-Based GTM with Revenue Intelligence 43:33

cách đây 7 weeks trước43:33

43:33

Episode Summary In this episode of OnBase, hosts Chris Moody and Alicia Hale sit down with Udi Ledergor to explore the transformative power of revenue intelligence in account-based go-to-market strategies. Udi shares insights from his extensive career, breaking down the evolution of revenue intelligence, its impact on sales and marketing alignment, and the role of AI in reshaping the buyer experience. With thought-provoking anecdotes and actionable advice, this episode is packed with valuable takeaways for revenue leaders aiming to drive growth and foster collaboration. About the Guest Udi Ledergor is a five-time Marketing leader at B2B start-ups and is currently the Chief Evangelist at Gong. On his journey from Marketer #1 to Gong’s Chief Marketing Officer, he led the creation of the revenue intelligence category, pioneered an iconic, human-centric brand, and led Gong's Marketing efforts from zero to hundreds of millions in revenue. Passionate about startups and brands during the day, whisky, music, and social activism at night, Udi is also an author, speaker, mentor, angel investor, board member, and advisor based in San Francisco. Connect with Udi Key Takeaways - CRM is Becoming Obsolete: Traditional CRM systems fail due to partial, delayed, and biased data. AI-driven tools like Gong are set to replace outdated CRM workflows by automating updates and delivering accurate, real-time insights. - The Power of Mirroring in Sales: Reps who mirror a buyer’s language, including subtle use of swearing, can build rapport and improve win rates by up to 8%. - Sales Success Lies in Listening: Reps who speak less than 46% of the time on calls outperform those who dominate conversations, highlighting the importance of listening to buyer needs. - Revenue Intelligence Fuels Team Alignment: By providing a single source of truth, Gong removes guesswork, aligning sales, marketing, and rev ops on shared data and actionable insights. - AI Enhances Buyer Engagement: From instant call summaries to personalized follow-ups, AI simplifies workflows and improves the buying experience, making it more efficient and human-centered. Quotes “Revenue intelligence makes arguments about ‘who said what’ obsolete by providing unfiltered, real-time data everyone can trust.” Recommended Resource Books: - Think Again by Adam Grant - Red Notice by Bill Browder - Freezing Order by Bill Browder ⁠Connect with Udi⁠ ⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 510 | How Strategic Content Fuels B2B Growth 18:36

cách đây 7 weeks trước18:36

18:36

Epiosde Summary In this episode of OnBase, host Paul Gibson speaks with Becky Lawlor about transforming B2B content from digital noise into revenue-driving assets. Becky shares insights into the power of original research, emerging content formats, and distribution strategies that cut through B2B noise. From gated content strategies to the role of AI in modern marketing, Becky discusses how B2B marketers can unlock revenue potential with quality, data-driven content. About the Guest Becky Lawlor is the Founder and Chief Research and Content Officer at Redpoint Content, an agency specializing in original research and thought leadership content for B2B tech brands. With over a decade of experience working with companies ranging from startups to Fortune 500s—including Adobe, IBM, and Zapier—Becky has helped clients achieve 2-3x more leads, extensive media coverage, and a measurable boost in engagement. Her passion for data-driven storytelling and original research stems from her ability to excel across content marketing metrics like SEO, brand awareness, and thought leadership. Over the years, she’s surveyed hundreds of B2B audiences and partnered with global marketing teams to deliver research-based content that drives demand and builds credibility. Connect with Becky Key Takeaways - Content That Converts: Original research content drives 3-5x higher engagement than generic educational pieces. - Strategic Gating: Gate content strategically to balance lead capture and accessibility, ensuring a value exchange for gated materials. - Effective Distribution Channels: Focus on one-to-one channels like email and LinkedIn, supported by cornerstone content like webinars, reports, and podcasts. - Data-Driven Decisions: Combine customer insights with marketing data to align content with customer needs and behavior. - The Role of AI: AI tools can enhance brainstorming, outlining, data analysis, and summarizing, but human expertise ensures the quality and relevance of the output. Quotes On Gated Content“The key is to gate content that justifies the investment and offers buyers real value in exchange for their data.” Tech Recommendations - AI tools like ChatGPT and Copilot - Gong for recording calls and deeper insights Recommended Resource Podcasts: - Content Briefly - B2B Marketing with Dave Gerhardt Books: - Obviously Awesome Connect with Becky⁠ ⁠⁠ ⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 509 | Budget Battles: Aligning Sales, Marketing, and Finance for Growth 35:53

cách đây 9 weeks trước35:53

35:53

Episode Summary In this episode of OnBase, host Chris Moody speaks with Max Maurier about the intricacies of aligning budgets across sales, marketing, and finance to drive organizational growth. They discuss the importance of setting clear go-to-market priorities, measuring ROI accurately, and fostering cross-functional communication to bridge gaps in alignment. Max shares insights into overcoming budget challenges, balancing investments between top-of-funnel and bottom-of-funnel activities, and using innovative AI tools to streamline marketing processes. About the guest Max is an experienced marketing executive with his sights set on ROI and maximizing engagement. His revenue-minded approach to Demand Generation is built on a foundation of Marketing Analytics and Operations. Efficient growth marketing and revenue optimization are the pillars of Max’s ongoing success. He’s a no-fluff marketer with a passion for maniacal execution of GTM strategy, data-driven analysis and sales alignment. Max builds world-class teams and employs modern AI-powered MarTech designed to inspect what’s expected and scale sales and marketing processes to drive growth. Connect with Max Key takeaways - Sales, Marketing, and Finance Alignment: Achieving cross-functional harmony requires clear priorities, shared goals, and consistent communication throughout the fiscal year. - Tailored Budget Allocation: Investments should align with specific go-to-market priorities, such as new logo acquisition, customer retention, or cross-sell opportunities. - The Role of Soft Skills: Presentation skills and structured communication are critical for marketing leaders to gain stakeholder buy-in and showcase the impact of their strategies. - Innovative AI Applications: Tools like Google’s Notebook LM reshape internal training by transforming written assets into engaging audio formats. - Metrics-Driven Decision-Making: Choosing the right KPIs and frameworks to measure marketing’s impact on revenue is vital for demonstrating ROI and refining strategies. Quotes On Alignment: “Sales, marketing, and finance need to align on go-to-market priorities for budgets to reflect the organization’s true objectives.” On Presentation: “Great presentation skills can make or break your ability to secure buy-in during critical budget discussions.”…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 508 | The CEO’s Guide to Transforming Thought Leadership into Sales Success 24:57

cách đây 13 weeks trước24:57

24:57

Episode Summary In this episode of OnBase, host Chris Moody talks with Kris Rudeegraap about innovative approaches to thought leadership, the use of AI tools, and leveraging direct mail to break through email saturation and create personalized customer experiences. Kris shares his journey from Silicon Valley software sales to founding Sendoso, a category-defining direct mail and gifting platform. The conversation dives into actionable strategies for building a thought leadership culture, using AI for smarter engagement, and orchestrating complex sales processes. Kris highlights how combining creative campaigns, social media, and direct mail can generate significant pipeline growth and enhance brand awareness. About the guest Kris Rudeegraap is the co-founder and CEO of Sendoso, the leading Sending Platform. Kris has more than a decade of sales experience and has spent time at Talkdesk, Yapstone, and Piqora. During that time, he discovered that creating meaningful engagements through direct mail and gifting was an effective way to drive demand and increase sales—which helped inspire the idea for Sendoso. Kris is a California native and CSU-Chico alum currently residing in the Bay Area. Connect with Kris Key takeaways - Thought Leadership as a Growth Driver : Kris emphasizes the role of thought leadership in educating the market, inspiring internal teams, and generating quality leads. - The Power of Direct Mail : Innovative direct mail campaigns, integrated with social and digital channels, can cut through saturated email inboxes and create memorable customer interactions. - Leveraging AI for Sales Enablement : Kris outlines how tools like Clay, Hyperbound, and Grace are revolutionizing outreach, training, and account management. - Category Creation : Educating the market is critical in emerging categories. Thought leadership and community building can amplify this effort. - Social Media for Pipeline Growth : Consistently sharing content and creating employee-driven advocacy on platforms like LinkedIn can be a lead generation powerhouse. Quotes On Thought Leadership: "Thought leadership inspires your team internally and builds trust externally, driving both brand value and pipeline growth." On Personalization: "Customers don’t want just another email—they want relevance, authenticity, and creativity at every touchpoint." Books: - Revenge of the Tipping Point by Malcolm Gladwell Newsletters: - Hypergrowth Leadership - Andy’s newsletter…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 507 | Buying Groups: The Next Seismic Shift in ABM 34:43

cách đây 13 weeks trước34:43

34:43

Episode Summary In this episode of the OnBase podcast, Chris Moody hosts Jeremy Schwartz, who shares insights on the seismic shift from MQL-based approaches to buying groups in Account-Based Marketing (ABM). Jeremy discusses his extensive background in marketing and the challenges of traditional lead-based systems, emphasizing inefficiencies like low conversion rates and misaligned metrics. He highlights the transformative potential of buying groups, explaining how they enable better targeting and personalized engagement across accounts. Jeremy delves into the importance of leveraging data science, marketing automation, and RevOps collaboration to identify and activate high-value opportunities, while sharing practical examples from his experience at Palo Alto Networks. This engaging conversation offers actionable strategies for aligning sales and marketing teams to drive opportunity creation and improve pipeline outcomes. About the guest Jeremy Schwartz is the Sr. Manager of Global Lead Management & Strategy at Palo Alto Networks. He is a seasoned Global RevOps Marketing Leader with over 25 years of experience driving growth and innovation for B2B organizations. Renowned for pioneering strategic buying group models, Jeremy specializes in optimizing demand generation and lead management to deliver measurable results. His expertise lies in architecting large-scale, integrated campaigns that enhance visibility, engagement, and revenue. Committed to fostering collaboration, Jeremy aligns marketing and sales to achieve operational harmony and shared objectives. By leveraging data-driven insights, he transforms complex challenges into strategic growth opportunities, creating long-term business impact and scalable success. Connect with Jeremy Key takeaways - Traditional MQL models lead to inefficiencies like low conversion rates, wasted resources, and engagement with low-priority contacts. Jeremy explains how these models fail to identify real opportunities within accounts. - Jeremy describes buying groups as the next evolution in ABM, focusing on identifying multiple stakeholders within an account and targeting them collectively to improve opportunity creation. - First-, second- and third-party intent signals are critical to identifying active buying groups within accounts. Understanding these signals allows for better allocation of resources and more targeted marketing and sales efforts. - Jeremy outlines how buying groups allow both marketing and sales to work together by using personalized tactics for different stakeholders, creating a seamless activation process. - By analyzing historical data, companies can identify key personas involved in successful deals and tailor their outreach to align with the needs of similar stakeholders in the future. - Jeremy highlights the importance of tools like Demandbase, LeanData, Marketo, and custom-built applications for implementing and scaling buying group strategies effectively. - Jeremy predicts that buying group adoption will accelerate, and technology will evolve to better support this motion, offering enhanced tools for targeting and collaboration. - The successful adoption of buying groups requires an iterative approach that starts with manual processes, develops clear workflows, and eventually integrates technology to scale. Quotes On Identifying Buying Groups: “Being able to see who's in a buying group and understanding their personas is the first step to transforming your account-based strategy.” On Optimizing Resources Based on Signals: “Don’t spend money where you see low or no engagement. When you see a high signal account, throw everything, including the kitchen sink, at it.” Communities: - Buying group members (LinkedIn community) : A community dedicated to discussions and insights on buying group models in B2B marketing. He recommends this group for professionals seeking to deepen their understanding of buying groups and to engage with industry experts.…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 506 | Crafting a Winning GTM Strategy from the Ground Up 33:24

cách đây 14 weeks trước33:24

33:24

Episode Summary In this Onbase episode, Justine Davis, Head of Marketing at Postman, shares her journey from hospitality marketing to leading high-performing teams in tech, offering insights on building go-to-market (GTM) strategies. She emphasizes the importance of aligning sales, marketing, and product teams through data-driven decisions, internal collaboration, and empathy for organizational change. Justine discusses adapting to shifts in marketing attribution, such as the decline of third-party cookies and highlights tools like Salesforce, Looker, and SparkToro as essential for staying competitive. She also underscores the value of curiosity, leadership, and strategic planning in navigating future challenges, offering practical advice for scalable success in B2B marketing. About the guest Justine Davis is Head of Marketing at API platform Postman. She previously served as the Head of Marketing for Atlassian’s Agile and DevOps suite of products. With over 9 years of experience working with DevOps teams and tools, Justine is passionate about solving the needs of customers. Outside of work Justine is a mom, avid reader, and loves to close the move goal rings in sunny Scottsdale, AZ on her Apple Watch. Connect with Justine Davis Key takeaways - Conduct a listening tour to understand team dynamics, customer needs, and current successes to shape a data-driven strategy. - Align with sales, product, and data teams by addressing their priorities and showing how the strategy supports shared goals. - Transition to server-side tracking for accurate attribution and compliance with evolving privacy regulations like GDPR. - Hire experienced professionals for new functions to quickly establish processes and build team capability. - Focus on professional domain sign-ups for PLG and pipeline velocity for enterprise strategies to track success. - Foster curiosity and cross-functional collaboration to drive innovation and align teams with shared objectives. Quotes "Trust is built by aligning our goals with those of sales, product, and data teams, fostering a collaborative environment where strategies support shared objectives." Recommended Resource Podcast: - All-In Podcast : A resource for staying updated on general tech trends.macroeconomic trends, industry developments, and insights into the future of AI. - Lenny’s Podcast : A go-to for practical and actionable advice on product management, growth, and startups. - Remarkable Marketing Podcast : Focused on effective marketing strategies and trends. - Prof G Podcast : A great choice for insights into tech, marketing, and business strategies Connect with Justine Davis ⁠⁠ ⁠ ⁠⁠ | ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 505 | AI-Driven Demand Gen: Predictive Analytics and Zero-Party Data Unlocked 27:23

cách đây 14 weeks trước27:23

27:23

Episode Summary In this episode of OnBase, host Paul Gibson talks with AI growth expert Clemens Deimann about how AI transforms demand generation. Clemens highlights AI’s role in enhancing marketing through predictive analytics, audience segmentation, campaign optimization, and real-time simulations. He also shares strategies for overcoming AI adoption challenges and emphasizes using AI to complement human intuition. This conversation offers practical advice and recommendations for leveraging AI in marketing. About the guest Clemens Deimann is a recognized leader and innovator in Demand Generation, with expertise in integrating AI into marketing strategies. His career journey is marked by a deep commitment to optimizing and scaling Demand Generation processes, which he has sharpened through pivotal roles at leading global companies like Google and LinkedIn. Now at Algomarketing, Clemens is leveraging his extensive experience to drive the future of Demand Generation, ensuring that companies can navigate and thrive in the rapidly evolving digital landscape. Connect with Clemens Key takeaways - AI in Marketing: AI enhances human intuition by providing data-driven insights, enabling better decision-making in demand generation and closing pipeline gaps efficiently. - Key AI Levers: Marketers can use AI to dynamically segment audiences, refine value propositions for personalized messaging, and optimize campaign channels and timing. - Real-Time Optimization: AI-powered simulations allow marketers to predict and tweak campaign performance before execution, reducing trial-and-error cycles. - Overcoming Challenges: Adoption barriers like use case identification and cost concerns can be addressed through rapid prototyping to test AI solutions effectively. - Zero-Party Data: Allowing users to set communication preferences builds trust, supports hyper-personalization, and aligns with privacy-conscious trends. - AI as a Partner: AI complements human roles by acting as a productivity-enhancing tool rather than replacing marketers or sales professionals. Quotes On AI-Driven Campaign Optimization: "AI enables real-time campaign optimization, allowing marketers to tweak audience targeting, messaging, and channels before execution." On Zero-Party Data: "Allowing users to set communication preferences builds trust and supports hyper-personalization, aligning with privacy-conscious trends." Podcast: All-In Podcast : Clemens suggests this podcast for its comprehensive coverage of macroeconomic trends, industry developments, and insights into the future of AI. ⁠Connect with Clemens⁠ ⁠ | ⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 504 | Redefining ABM as a Go-To-Market Game Changer 27:22

cách đây 15 weeks trước27:22

27:22

Episode Summary In this OnBase episode, Chris Moody talks with Tyler Pleiss, Associate Director of Growth Marketing at Movable Ink, about transforming Account-Based Marketing (ABM) from a tactical tool into a strategic go-to-market approach. Tyler shares insights on aligning ABM with enterprise goals, fostering cross-functional collaboration, and leveraging AI for efficiency. He emphasizes the importance of targeted personalization, strategic account prioritization, and focusing on measurable outcomes to drive impactful results. About the guest Tyler Pleiss is a seasoned marketing professional with extensive experience in account-based marketing (ABM) and growth marketing strategies for B2B organizations. Currently serving as Associate Director of Growth Marketing at Movable Ink and a member of the Executive Council at ForgeX, Tyler also consults on marketing strategies at TACK and founded The Pleiss is Right, LLC., a platform dedicated to ABM insights. Previously, Tyler held key roles at Clari, where the focus was on establishing growth marketing for the Strategic Industries segment, and at Terminus, leading strategic ABM initiatives. Additional experience includes positions at Quantum Workplace, Signal 88 Security, and Courtside Marketing. Tyler earned a Master's degree in Management with a Marketing focus from Bellevue University and a Bachelor's degree in Business/Sports Management from Buena Vista University. Connect with Tyler Pleiss Key takeaways - ABM as a Strategic Lever: Reframe ABM as a strategic tool driving measurable business goals like upsells and new market expansion. - Aligning Enterprise Teams: Connect ABM strategies to top company objectives, ensuring alignment across marketing, sales, and SDRs. - Data-Driven Insights: Use analytics to target high-value accounts with the greatest revenue potential. - Cross-Functional Collaboration: Strengthen team alignment through structured communication and project management. - AI for Efficiency: Leverage AI tools to streamline account research, content creation, and campaign execution. - Human-Centric Personalization: Maintain deep personalization by focusing on fewer, high-priority accounts. - Smart Budget Decisions: Double down on marketing channels proven to contribute to pipeline and revenue. - Team Buy-In: Engage sales leaders and SDRs to embed ABM into shared revenue strategies. - Balanced Automation: Use automation for efficiency while preserving authentic, human-led interactions. - Long-Term Relationships: Build lasting connections with key accounts for sustained growth. - Iterative Improvement: Continuously refine ABM tactics using team feedback and performance data. - Targeted Personalization: Scale personalization efforts strategically without sacrificing quality or impact. Quotes On Shifting ABM to Strategy: "ABM isn't just a marketing tactic—it’s a strategic framework that ties directly to enterprise goals like growth and expansion." On GTM Alignment: "Success in ABM comes when marketing, sales, and SDR teams rally around shared objectives and prioritize the right accounts together." On Data Utilization: "Data-driven insights aren't optional; they’re the backbone of any effective ABM program, helping us focus on accounts that truly matter." Connect with Tyler Pleiss | ⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠ | ⁠⁠⁠⁠ Website…

OnBase: Smashing Sales and Marketing Misalignments

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Ep. 503 | Going from Traditional Sales to a Buyer-Centric Data-Driven Model 35:10

cách đây 16 weeks trước35:10

35:10

Episode Summary In this episode of OnBase, host Chris Moody talks with Scott Clark about transforming B2B sales through a buyer-centric, data-driven approach. Drawing from his 30 years of experience in enterprise sales and marketing, Scott shares insights on aligning sales and marketing, leveraging data for efficiency, and integrating CRM and AI tools to enhance customer engagement. He emphasizes the importance of understanding buyer behavior, fostering collaboration, and adapting to digital transformation to drive growth and competitiveness. This conversation offers actionable advice for anyone navigating the evolving sales landscape. About the guest Scott Clark, Vice President of America Sales at CTG, is a 30-year industry veteran helping clients achieve digital transformation. Mr. Clark earned a bachelor’s degree in Marketing from Butler University, a master’s degree in Management from Harvard University, and is a National Association of Corporate Directors member. Prior to Computer Task Group, Inc. (Nasdaq: CTG), he was the VP of Sales at Ensono, a technology adviser and managed service provider. Before Ensono, he was the Vice President of Sales for the Managed Services Division at NTT Limited (NTT). Before NTT, he served as the Chief Marketing Officer at ConvergeOne. Connect with Scott Key takeaways - Shift to Buyer-Centric Sales: Organizations must adapt to buyers' preferences for self-research and personalized experiences, focusing on being consultative rather than seller-driven. - Data-Driven Strategies: Leveraging data for better forecasting, decision-making, and personalization is essential for reducing sales cycles and improving customer engagement. - Sales and Marketing Alignment: Collaboration between sales and marketing is critical to achieving consistent messaging, targeting, and driving efficiency in the customer journey. - Adopting Technology: Tools like CRMs, marketing automation platforms, and AI-driven insights are foundational for enhancing sales processes and creating competitive differentiation. - Change Management: Successfully navigating sales transformation requires leadership skills to manage mindset shifts, processes, and emotions associated with organizational change. - Focus on Growth Metrics: Understanding and optimizing conversion rates, customer lifetime value, and demand generation efficiency are vital for sustainable growth. - Importance of Data Literacy: Sales teams must be adept at interpreting and applying data insights to make informed decisions and strengthen customer relationships. Quotes On Buyer-Centric Models: "Buyers expect to be taught, to learn something, and to gain knowledge in their decision-making process—not to be told what to do." On Personalization : "Personalize it to me, align it with my organization and my role. Buyers today demand relevance at every step." Books: - The Challenger Sale by Matthew Dixon and Brent Adamson : This book explores the importance of teaching, tailoring, and taking control in sales conversations. - Building a StoryBrand by Donald Miller : It emphasizes the power of storytelling in marketing to clarify messages and engage customers. - Predictable Revenue by Aaron Ross : This guide offers insights into building scalable sales processes and generating consistent revenue. Blogs: - HubSpot Blog : A comprehensive resource covering topics in marketing, sales, and customer service. - Sales Hacker : Provides practical advice and strategies for modern sales professionals. Newsletters: The Lean Startup Newsletter: Offers insights into agile methodologies and innovative business strategies. ⁠Connect with Scott⁠ ⁠ | ⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠ | ⁠⁠⁠ Website…

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OnBase: Smashing Sales and Marketing Misalignments » Ep. 517 | The ABM Optimization Playbook: Balancing Strategy & Execution

Ep. 517 | The ABM Optimization Playbook: Balancing Strategy & Execution

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Ep. 517 | The ABM Optimization Playbook: Balancing Strategy & Execution