The Future of Paid Search and Authentic Forums

Pipeline Visionaries

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Obscurities

1
The Lead Masks Mystery: Death on Vintém Hill 5:58

cách đây 5 weeks trước5:58

Nghe Sau

Danh sách

Thích

Đã thích

5:58

In 1966, two Brazilian men were found dead on Vintém Hill under bizarre circumstances that continue to perplex investigators and conspiracy theorists alike. Lying side by side, their bodies were discovered wearing matching lead masks—shields with no eyeholes—alongside cryptic notes. Were they victims of a cult ritual, a failed experiment, or something even more otherworldly? See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info .…

cách đây khoảng một năm trước 36:04

MP3•Trang chủ episode

This episode features an interview with Susanne Rodriguez, CMO at Auvik, a cloud-based IT management platform that reduces friction and increases agility.

In this episode, Susanne talks about how they think about growing market share by getting customers to switch to Auvik and their big investments in community. She also discusses the future of paid search and why they are focused on authentic forums like Reddit.

Key Takeaways:

Despite the “paid search is dying” narrative, paid search remains a high ROI channel. Continue leveraging search but prepare for shifts by building a presence in other forums like Reddit and focusing on authentic community building.
Campaigns focused on switching customers over from competitors can be part of a strategy to gain market share. Categorizing potential customers into "easy switchers," "difficult switchers," and "non-switchers” can help target campaigns.
Auvik saw success with their rapid response campaigns, partially because they so specifically catered the reward to their target customer, which attracted qualified prospects and encouraged meaningful product engagement.

Quote:

“ I mentioned Reddit as part of a, one of our three paid channels that are uncuttable, but we also have a really large effort to build awareness and conversation and community in Reddit more organically. And that's just because, as we talk about the future of search and search disappearing, if we think about where Google could potentially drive people, it's to these forums like Reddit. And so we're working hard to build our presence there organically, too. Reddit's tricky, though. You have to be authentic on Reddit in a way that you don't have to be on any other platform. They will call you up.”

Episode Timestamps:

*(02:26) The Trust Tree: Getting customers to switch from competitors

*(10:14) The Playbook: Paid search and authentic forums

*(27:34) The Dust Up: Get aligned and come armed with data

*(29:38) Quick Hits: Susanne’s quick hits
Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

Connect with Ian on LinkedIn
Connect with Susanne on LinkedIn
Learn more about Auvik
Learn more about Caspian Studios

229 tập

#MBA #Business #Marketing #Caspian Studios #Advertising #Revenue #B2B #B2B Marketing #Chief Marketing Officers #CMO #Demand Gen #Demand Generation #Growth #Pipeline

Pipeline Visionaries

The Future of Paid Search and Authentic Forums

Pipeline Visionaries

published cách đây khoảng một năm trước

Chia sẻ

MP3•Trang chủ episode

This episode features an interview with Susanne Rodriguez, CMO at Auvik, a cloud-based IT management platform that reduces friction and increases agility.

Key Takeaways:

Despite the “paid search is dying” narrative, paid search remains a high ROI channel. Continue leveraging search but prepare for shifts by building a presence in other forums like Reddit and focusing on authentic community building.
Campaigns focused on switching customers over from competitors can be part of a strategy to gain market share. Categorizing potential customers into "easy switchers," "difficult switchers," and "non-switchers” can help target campaigns.
Auvik saw success with their rapid response campaigns, partially because they so specifically catered the reward to their target customer, which attracted qualified prospects and encouraged meaningful product engagement.

Quote:

“ I mentioned Reddit as part of a, one of our three paid channels that are uncuttable, but we also have a really large effort to build awareness and conversation and community in Reddit more organically. And that's just because, as we talk about the future of search and search disappearing, if we think about where Google could potentially drive people, it's to these forums like Reddit. And so we're working hard to build our presence there organically, too. Reddit's tricky, though. You have to be authentic on Reddit in a way that you don't have to be on any other platform. They will call you up.”

Episode Timestamps:

*(02:26) The Trust Tree: Getting customers to switch from competitors

*(10:14) The Playbook: Paid search and authentic forums

*(27:34) The Dust Up: Get aligned and come armed with data

*(29:38) Quick Hits: Susanne’s quick hits
Sponsor:

Links:

Connect with Ian on LinkedIn
Connect with Susanne on LinkedIn
Learn more about Auvik
Learn more about Caspian Studios

229 tập

#MBA #Business #Marketing #Caspian Studios #Advertising #Revenue #B2B #B2B Marketing #Chief Marketing Officers #CMO #Demand Gen #Demand Generation #Growth #Pipeline

Tất cả các tập

1
Automating Inbound to Maximize MQLs 52:38

cách đây 2 hours trước52:38

52:38

This episode features an interview with Jenny Force, VP of Global Demand Generation at Meltwater, a company with a suite of solutions that spans media, social, consumer, and sales intelligence. Jenny discusses her experience launching the company’s first big summit, as well as the work they have done to automate their inbound process to maximize each MQL. Key Takeaways: Launching a new big initiative and then proving ROI to the executive team requires careful positioning and careful measurement against KPIs. Automating the process for inbound leads through tech removes manual human intervention and puts the sellers into positions where they can do their job at a more impactful level. Imbuing campaigns with humor, while a little scary, can cause a big lift in engagement. Quote: We've been really investing and not just spending more money to get more MQLs. It's making, not to sound cliche, but every MQL count. It's about automating the process. Here at Meltwater, we're a 20-year-old company, we're very sales-centric and there's a lot of energy that used to be put behind outbound. So, it was changing the narrative around inbound. Until we totally make this change as a business where everyone in the business is shouting to get an inbound lead and are super excited about it, it's how can I get every single lead responded to in under an hour without any delays? And it's been a bit of a journey to put the right tech in place to automate those processes that we can, take out that manual human intervention and then put the sellers into the business so they can actually sell. So, I've got some tech around instant meeting scheduling, self-serve demos, a conversational email that we've put in. And honestly, I feel like that has already had such an impact on our conversion rates. I wouldn't get rid of it. Episode Timestamps: *(06:03) The Trust Tree: Improving inbound efficiency and increasing deal velocity *(14:32) The Playbook: Launching a summit and investing in automation *(45:53) The Dust Up: Changing inbound KPIs to get a seat at the table *(49:30) Quick Hits: Jenny’s quick hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn Connect with Jenny on LinkedIn Learn more about Meltwater Learn more about Caspian Studios…

1
Making Sales an Advisor to Prospects 43:50

cách đây 7 ngày trước43:50

43:50

This episode features an interview with Luke Arno, CRO at Transcend, a privacy platform that empowers brands to enhance regulatory stances and improve customer relationships through data transparency, consent, and control. Luke shares his thoughts on strategy that prioritizes data privacy and limits engagement to prospects who opt in. He also discusses making the sales function an advisor and consultant to potential customers. Key Takeaways: One size fits all messaging is not successful and does more damage than good. It needs to go. Marketing while prioritizing data privacy is a different ball game and requires a series of calculated investments based on the target market. Empowering your sales leaders as thought leaders, and asking them to act as advisors, makes them very valuable at events. Quote: “ How do we most effectively deliver thought leadership or ask the right questions from our customers about the problems they're solving? And we invest deeply in enabling our sales force to be subject matter experts, and then therefore we rely on them to help scale, to meet our customers and open up the conversation in a trusted environment. Hence the name of the segment, the trust tree. But that whole process requires sales rep to put their sales position down and, effectively, ship the paradigm for how they think about engaging customers as more of a consultant or an advisor. So, we try and delight our customers with a sales free experience, but we do rely deeply on the employees we hire at every function to effectively manage the conversation as a trusted advisor.” Episode Timestamps: *(07:47) The Trust Tree: Thoughts on marketing strategy from a CRO *(21:52) The Playbook: The psychology of prospecting *(37:03) The Dust Up: Show up prepared to articulate your position *(40:45) Quick Hits: Luke’s quick hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn Connect with Luke on LinkedIn Learn more about Transcend Learn more about Caspian Studios…

1
Standing Out in a Crowded Market 47:57

cách đây 14 ngày trước47:57

47:57

This episode features an interview with Kamal Thakarsey, CMO at Smartling, an AI Translation Platform that helps companies grow globally, faster. Kamal shares his strategy to stand out in a crowded market. He also dives into understanding trends, educating your customer, and testing even your smallest hypothesis. Key Takeaways: Fight complacency in your messaging. Companies may be comfortable with what they are doing, and comfortable sticking with the status quo, so you need to demonstrate the value of changing their approach. Test everything, from button colors to CTAs and beyond. Testing often surprises you and proves your hypotheses wrong. If you’re in a crowded market, focus on truly understanding your market and customers. Investing in that research can support your efforts to differentiate. Quote: Being an established market, there's lot of kind of noise that's happening and every company kind of raising your hand and saying, we do this, we do this.I think for us also a big part of our strategy is like standing out really like trying to show the market that like we are kind of being industry leaders and helping the space move forward. , I think it's also really about for us, also about how we really highlight kind of the value we bring to an organization and a team. Not just like, tactically, here's some solutions, we help you kind of of do better, but like, what do we actually bring the table and how are we going to help you be successful? I think to me, that's really just like foundational to them, like how we kind of run our programs and campaigns and how more effective they can be, rather than just kind of de facto doing things because we should be doing them. So, you know, one thing I really stress is just really continue to do like market research and understanding, you know, what are their priorities? What are the business initiatives? What are their executives and leaders asking them on an ongoing basis?How can we then understand those trends and that feedback and really put together, you know, smart, timely, relevant campaigns that are going to reach them? Because, like I said, we're in a crowded market with a lot of different vendors, both in the software and the services side, and we have to stand out. Episode Timestamps: *(03:35) The Trust Tree: Capturing the marketing and targeting accounts *(12:24) The Playbook: Driving intent through search *(36:59) The Dust Up: Advocating for self-service *(41:50) Quick Hits: Kamal’s quick hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn Connect with Kamal on LinkedIn Learn more about Smartling Learn more about Caspian Studios…

1
Rigorous Testing to Go Viral 46:47

cách đây 21 ngày trước46:47

46:47

This episode features an interview with Gaurav Agarwal, COO and Revenue Leader at ClickUp, an all-in-one productivity platform that replaces all individual workplace productivity tools with a single, unified platform. Gaurav shares his thoughts on keeping your content strategy relevant and the iteration and testing needed to go viral. He also discusses maintaining a blend of B2B and B2C tactics to achieve scalable success. Key Takeaways: Content strategy and going viral is much more about consistency and iteration than it is about the spark of one amazing ideas. Rigorous and experimentation leads to long-term ROI. To stay relevant in marketing, you have to keep up to date on generational trends and new formats of reaching people. You can’t get comfortable being a great marketer in an outdate channel. You have to keep bets in your portfolio that have an asymmetric upside, which you can only do if you are willing to take on a certain amount of risk. Don’t get too excited about immediate ROI. Quote: A huge part of perfecting craft is you want to stay relevant. I know amazing marketers who are gods of Facebook and building viral content on Facebook. And they fought the short form vertical video format with TikTok so much. They looked down upon it because they thought that this is cringy, this is shot on an iPhone. And I'm like, why are you doing this to yourself? Like, do you not want to be culturally relevant in the next decade? So, a huge part of a great team is staying hungry and not thinking that you've arrived because content, media, consumer preferences, even software is a generational business. You have to stay on with the formats of what the future is and keep moving towards that direction versus be so happy that I'm this amazing marketer on Facebook. Dude, like your time is up. Facebook pages don't get any distribution anymore. Episode Timestamps: *(03:29) The Trust Tree: Size of audience and LTV should drive your marketing strategy *(11:18) The Playbook: Strategic iteration to go viral on social *(38:03) The Dust Up: Adapt content to different channels and stay true to your brand ethos *(43:52) Quick Hits: Gaurav’s quick hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn Connect with Gaurav on LinkedIn Learn more about ClickUp Learn more about Caspian Studios…

1
Understanding Digital Body Language 31:46

cách đây 28 ngày trước31:46

31:46

This episode features an interview with Ural Cebeci, SVP Marketing, Global Demand Generation at Braze, a customer engagement platform that allows any marketer to collect and take action on data from any source, so they can creatively engage with customers in real time, across channels. Ural shares his perspective on the challenges and hesitations surrounding personalization, and his thoughts on how to move forward. He also dives into understanding digital body language and customer signals. Key Takeaways: A good demand strategy requires two things: GTM alignment and having the infrastructure to understand the business through data. To have a strong brand, you need healthy, long-term customer relationships, which requires understanding digital body language and customer signals. Marketers have valid hesitations around personalization, due to compliance and data privacy issues, and fear of eroding customer trust. As a result, using channels to continually get consent from customers and actually delivering value is key. Quote: ”In the end, in order to have a strong brand, you need to have healthy and long-term customer relationships. And we all acquire customers, users, through campaigns, but then retaining them really means connecting with the human behind that anonymous user or anonymous visitor. And that brings back the whole digital body language. Like we understand what that user is signaling, like what is at the surface versus what they are saying with their engagement, like what they say and collect that data and then like use that to drive better and more meaningful customer relationships.” Episode Timestamps: *(03:55) The Trust Tree: Understanding the business through data *(11:46) The Playbook: Any channel is cuttable, you need to understand your marketing mix *(25:59) The Dust Up: Alignment and committing to the same idea *(27:43) Quick Hits: Ural’s quick hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn Connect with Ural on LinkedIn Learn more about Braze Learn more about Caspian Studios…

1
Stay Ahead in Search with Quality Content 48:10

cách đây 7 weeks trước48:10

48:10

This episode features an interview with Emma Robinson, B2B Marketing Lead at Canva, a global online visual communications platform on a mission to empower the world to design. In this episode, Emma dives into Canva's shift from individual to enterprise functionality, sharing her thoughts on the inherent value of investing in brand at any stage. She also dives into the increasing importance of word-of-mouth and avoiding the sea of sameness in B2B marketing. Key Takeaways: Brand and creative help you to get potential buyers thinking and feeling, and help you differentiate among a sea of sameness in B2B marketing, and pushes buyers towards action. While analyst relations are still important, word-of-mouth and peer-driven buying are increasingly important, potentially reducing some of the importance of analyst reports. Traditional SEO is changing, and having high-quality, insight rich content with an authentic point of view will be important. Quote: Traditional SEO is probably changing somewhat. I mean, most of us who have searched something in recent times will not necessarily be searching just in Google. So, finding ways to make sure that our content will be trained by an LLM in the right ways, you know, people still need answers, but they're getting them in a very different way now. Image search and, you know, tech search and all these different things that will inevitably change what we know as traditional SEO. So, I think for that, it's again, back to the point about being grounded in really good quality content, like colored content that has a point of view that does feel less AI oriented and more really rich in insights insights, for example, like primary research, those types of things, but that's still going to stay. And then I think influencer marketing and things like podcasts and so forth, like all of those sort of authentic moments are going to matter in kind of the new world. So, we're definitely rethinking our search strategy there, and so more to come on that. Episode Timestamps: *(03:33) The Trust Tree: Changing perceptions and moving into enterprise *(23:16) The Playbook: Thinking and feeling to action *(39:53) The Dust Up: Do you invest in brand equity for the long term? *(43:53) Quick Hits: Emma’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn : https://www.linkedin.com/in/ianfaison/ Connect with Emma on LinkedIn : https://www.linkedin.com/in/emma-robinson-mtkg/ Learn more about Canva : https://www.linkedin.com/company/canva/ Learn more about Caspian Studios : https://www.linkedin.com/company/canva/…

1
Merging Brands and Minimizing Negative Impact 36:58

cách đây 8 weeks trước36:58

36:58

This episode features an interview with Jean-Christophe Pitié, CMO and Chief Partner Officer at Contentsquare, an experience intelligence platform that helps you gain a deep understanding of your customers’ whole online journey. In this episode, Jean-Christophe shares his approach to merging brands while minimizing friction and negative impact. He also discusses the future of SEO and how they are experimenting with influencing LLMs. Key Takeaways: The future of SEO may shift to thinking about how to influence LLMs, and what they say about your brand. While it’s currently unclear how to do this, it will likely become increasingly important in the coming years. When merging multiple brands, move slowly and very carefully monitor your work to look for friction and negative impacts. Investing in the martech stack is uncuttable since data is essential to the modern marketer. Quote: We did two major acquisitions in the last two years, and we had three websites under three brands. So we are going through this major rebranding, combining and merging the three brands and phasing out two of the three brands. And so I would say that's a massive project and experiment too. It's like, how do you merge these brands and which have followers, minimizing the business impact, minimizing customer friction? Break things along the journey, so you have to take things. So this, you can identify what you bring to customer journeys or customer flow you're breaking. And as you shift the traffic, for example, SEO, as you start to rebuild SEO, it takes time. Paid search, you cannot do it all. So we said the main learnings are, we knew that would be things breaking and it's happening. So take it slowly, monitor, monitor, monitor very quickly. And we have a weekly committee where we monitor how it's going and the transition is happening. So yes, be slow and patient. Don't break things, or as little as possible. Episode Timestamps: *(03:04) The Trust Tree: Useful organizational design structures *(08:57) The Playbook: Influencing LLMs *(31:51) The Dust Up The challenge of monetization *(33:54) Quick Hits: JCP’s quick hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn Connect with Jean-Christophe on LinkedIn Learn more about Contentsquare Learn more about Caspian Studios…

1
Don’t Waste Time on Buyers Who Aren’t Ready to Engage 30:44

cách đây 9 weeks trước30:44

30:44

This episode features an interview with Drew Chapin, CMO at Certinia, a platform that connects all aspects of services operations, from services estimation and delivery to customer success management and financial planning and accounting. In this episode, Drew discusses monitoring buying signals and generating the right traffic to your website. He also dives into inheriting a rebrand and some of the nuances of marketing in a private equity owned company. Key Takeaways: Cold calls, cold emails and the days of expecting someone to fill out a form to get content are over. B2B marketers need to stop making friction or blockers. Nothing fails like success. If you just continue to execute what has worked in the past, you're going to miss innovation opportunities. Aspire for a champagne flute funnel over a martini glass funnel. Maybe not as many leads are coming in at the top, but they are higher quality and converting and much higher rates through the funnel. Quote: “85 percent of the time the buyer will go with the first vendor that they contact. So, building that trust with the buyer over time is critically important. And so, you know, in the old days, you put a form in front of every piece of content and we would optimize around the contact information. And then you'd pass that along to some BDR and they would just be banging their head against the wall, calling people who weren't on the buying committee. They weren't ready to talk to a salesperson, you know, and it just was waste so much waste. And so what we're trying to do now is we're trying to monitor the activity at the target account level and look for buying signals” Episode Timestamps: *(02:51) The Trust Tree: Stretching the dollar in a PE-owned company *(06:28) The Playbook: Generating quality traffic to the website *(24:28) The Dust Up: Proving ROI to the board *(26:59) Quick Hits: Drew’s quit hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn : https://www.linkedin.com/in/ianfaison/ Connect with Drew on LinkedIn : https://www.linkedin.com/in/chapindrew/ Learn more about Certinia : https://www.linkedin.com/company/certinia/ Learn more about Caspian Studios : https://caspianstudios.com/…

1
The Exciting Potential of AI SDRs 47:30

cách đây 10 weeks trước47:30

47:30

This episode features an interview with Niloy Sanyal, CMO at LeanTaaS, a growth-stage company that creates software solutions combining lean principles, predictive and prescriptive analytics, and machine learning to transform hospital and infusion center operations. In this conversation, Niloy and Ian debate the merits of last touch versus multitouch attribution models. They also dive into the potential of AI SDRs and the benefits of ungating the content on your website. Key Takeaways: While reporting last touch attribution may help CMOs establish credibility, there are benefits to thinking in terms of multitouch and how to best determine the next best touch. B2B still has a way to go to fully leverage the capacity of our current LLMs, not to mention the new versions coming out. There is immense opportunity in AI SDRs and BDRs. If you may the CEO fill out a form on your website, you’ve lost them. Ungating content allows high level prospects to consume the information they need. Quote: I am absolutely bullish on the impact of generative AI in the tactic of, to start with BDR and AE sales motions as part of our broader ABM execution. But very soon our comms execution, and every part of the marketing execution. But right now, early days, so I don't want to oversell it. But, the promise of what this can do without any improvement on the LLM. Like we were having this debate last night with another thought leader and I don't need chat GPT 5 to come out. I think 4. 0 or 4 is good enough and it's actually great. We just haven't caught up in a B2B environment to take advantage of it. And what I'm seeing from our early experiments, we've been at it now for three, four months, is absolutely astounding in what it can do. It's not going to replace BDRs. Let's be clear, you're in the Bay Area. If you drive from, you know, Peninsula to the city, I almost feel half the billboards these days are on like AI-automated SDR, BDR type of a thing. Not in my space. It's not going to automate that any, replace rather, but it can supercharge. Those individuals and it can supercharge. So I'm very excited about where we are. Episode Timestamps: *(04:00) The Trust Tree: Last Touch Versus Multi-Touch *(30:07) The Playbook: The Potential of Gen AI SDRs and BDRs *(44:05) Quick Hits: Niloy’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn : https://www.linkedin.com/in/ianfaison/ Connect with Niloy on LinkedIn: https://www.linkedin.com/in/niloysanyal/ Learn more about LeanTaaS : https://www.linkedin.com/company/leantaas/ Learn more about Caspian Studios : https://caspianstudios.com/…

1
Lightning Strikes - Pulling Yourself Above the “Visible Line” with a Small Budget 54:45

cách đây 11 weeks trước54:45

54:45

This episode features an interview with Melton Littlepage, the CMO at 1Password, a password manager trusted by businesses and consumers alike. In this episode, Melton shares his thoughts on building big bets into your budget and how the lightning strike strategy can increase awareness, even on a limited budget. He also talks about how he’s structured his team to create harmony with sales and the importance of focusing on expansion marketing. Key Takeaways: The lightning strike strategy, spending a large portion of your marketing budget on a message over a number of weeks, can increase awareness better than spreading your budget evenly across the year. CMOs can be very focused on acquisition, but they should not forget to focus on expansion marketing and the value they can generate there. One-on-one sales and marketing partnerships can help ensure both teams are on the same page and operating in harmony. Quote: I'm a huge believer in lightning strikes. Lightning strikes are so important to us. If you're not familiar with the lightning strike concept in marketing, it's when you align the entire business, everything about the business where you could possibly project the message into the market, the website, all digital marketing, organic, social, paid social, the sales behavior, your presence at an event, everything in this tiny period of time says one thing. And you say it in deafeningly loud. You deploy 25 or 30 or 40 percent of your marketing budget into a window of time that could be just one or two weeks. And you absolutely blast your way into awareness inside your target buyer audience. This goes against the nature of the CMO, right? The CMO, like we all have these spreadsheets of targets where I need to deliver exactly this many MQLs consistently month in and month out with a little bit of seasonality built in and I can't afford variability. Like I definitely can't miss a month. And I don't know if a lightning strike is going to move the needle and so I peanut butter spread my budget evenly. But the problem is unless you have a massive budget, and most of us don't have a massive budget, then you're constantly below the visible line. You're just relegating yourself to being below the visible line.” Episode Timestamps: *(06:52) The Trust Tree: Leveraging solution marketing as you move to enterprise selling *(23:05) The Playbook: Lightning strikes and increasing awareness *47:00) The Dust Up: Navigating CEO-decisions *(49:00) Quick Hits: Melton’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn Connect with Melton on LinkedIn Learn more about 1password Learn more about Caspian Studios…

1
Becoming a Leader in Analyst Reports 41:40

cách đây 12 weeks trước41:40

41:40

This episode features an interview with Alex Saric, CMO at Ivalua, a company that empowers businesses to effectively manage all categories of spend and all suppliers, increasing profitability, improving ESG performance, lowering risk, and improving employee productivity. In this conversation, Alex shares his insights into pitching to and engaging with analysts, and how Ivalua has lead in reports since he joined the organization. He also dives into the ways he supports his team in building a dynamic website and when events with significant impact aren’t measurable in terms of ROI. Key Takeaways: There is a strategy to sharing your value with analysts in order to lead in their reports. Sharing strategically chosen customer stories and assessing what influences each analyst can go a long way. In addition to the basics of creating a great website and tracking traffic, you need to create a dynamic website. Empowering your team to make minor changes and request major changes can allow you to adjust quickly and improve your website strategy. There is a tendency to focus on fixing problems, but don’t forget to also assess how to improve and scale what is working well. Quote: Yes, I'll say when I joined, we at the time were not a leader in almost any of these reports that were out there. I think we had broken into one. In the 7 years, and knock on wood, I don't want to jinx myself, we've been the leader in every single report from Gartner and Forrester since then. And I'd say, you know, what I really did, it was probably one of my first priorities, given how important it is in our industry, I reached out to the analysts, started meeting one-on-one with the key analysts there. And of course, you know, I'm going to tell them my pitch, but they're smart enough to know take it with a grain of salt. I think the important thing is to start introducing them to customers because that's where you get a lot of credibility, if the customers back up what you're saying. And you can be very strategic. So, you know, I was very careful in, the competitor that was kind of the top competitor at the time, making sure I introduced the analyst to customers that had switched from that competitor, which would privately both talk about us, but also kind of badmouth, their past vendor and that really helped kind of flip the switch and start building credibility what I was saying was actually true. And also improving the rankings. And besides the rankings, they're also influencing a lot of deals behind the scenes and I think they start recommending us a lot more after that. Episode Timestamps: *(03:27) The Trust Tree: Structuring the team to tap into regional expertise *(09:27) The Playbook: Engaging with analysts and leading in reports *(33:34) The Dust Up: Healthy tension with other functions *(34:42) Quick Hits: Alex’s quick hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn : https://www.linkedin.com/in/ianfaison/ Connect with Alex on LinkedIn : https://www.linkedin.com/in/alexsaric/ Learn more about Ivalua : https://www.linkedin.com/company/ivalua/about/ Learn more about Caspian Studios : https://caspianstudios.com/…

1
How to Experiment on a Tight Budget 39:03

cách đây 13 weeks trước39:03

39:03

This episode features an interview with Liz Carter, CMO at Reputation, a company helping brands understand and improve their reputations. In this conversation, Liz discusses the differences between brand and reputation and the current challenges of building trust with today’s consumers. She also shares her thoughts on experimentation within tight budgets. Key Takeaways: Brand is not synonymous with reputation, Your brand is who you aspire to be, while your reputation reflects how consumers perceive you based on their experiences. Bridging the gap is essential for success. When budgets are tight, think about how you can do small experiments and how you can best leverage them, but keep experimenting. With AI and misinformation, it is a challenging time to to build consumer trust in the marketplace, and brands should be paying special attention to how they are perceived by target audiences. Quote: In an environment where budgets are getting cut and things are being tightened or whatever, you know, you have to think about like, is now a time for experimenting with big dollars or is it time for little experiments and what can you get out of that? And so, I mean, again, it's a balancing act of knowing sort of what's happening in the market or in your business specifically at a given time and how and when to sort of look for those opportunities. Episode Timestamps: *(08:17) The Trust Tree: The difference between brand and reputation *(14:07) The Playbook: Bringing crazy ideas to your CFO *(34:41) The Dust Up: Alignment and clear expectations *(35:57) Quick Hits: Liz’s quick hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn : https://www.linkedin.com/in/ianfaison/ Connect with Liz on LinkedIn : https://www.linkedin.com/in/liz-carter-a9842a2/ Learn more about Reputation : https://www.linkedin.com/company/reputation-com/about/ Learn more about Caspian Studios : https://caspianstudios.com/…

1
Let Them Binge! Why Ungating Content is a No-Brainer 45:03

cách đây 14 weeks trước45:03

45:03

This episode features an interview with Calen Holbrooks, VP of Demand Gen at Airtable, the no-code app platform that empowers people closest to the work to accelerate their most critical business processes. In this episode, Calen shares with us how she thinks about “big C and little c community” and why it is important to invest in, even when it is harder to measure. She also dives into her approach to accessible content and how they increased their conversion rates through a homepage refresh. Key Takeaways: We know that people are consuming content in a binge-like format; we should let them binge! While sales’ desire to gate content is understandable, ungating is a no-brainer, especially given all of the data we have now. Investing in community pays dividends and drives intent. While some community investments are more measurable than others, it doesn’t mean you should not invest in those less-measurable communities. The homepage is crucial, and refreshing it to tweak the way Airtable told their story resulted in a 25 percent conversion increase. Quote: “ I'm surprised at how slow organizations have been to adopt some of this, ungate 80 percent of what you're doing strategy. Maybe I shouldn't be surprised, like, I get it. The processes with marketing to BDR to sales handoffs require a lot of this sort of traditional lead flow of things. Not to point fingers, but I do blame a little bit on the sales side and sort of what they need to be why we can't do that. But it seems like a no-brainer when we have the amount of data that we have today… When we know everybody is scrolling and consuming content in a binge-like format, like, let them binge!” Episode Timestamps: *(03:53) The Trust Tree: The evolution to enterprise selling *(21:26) The Playbook: Investing in community and tracking account propensity *(34:23) The Dust Up: Demand gen versus brand araguments *(41:42) Quick Hits: Calen’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn Connect with Calen on LinkedIn Learn more about Airtable Learn more about Caspian Studios…

1
The Changing Paid Search Game 36:51

cách đây 17 weeks trước36:51

36:51

This episode features an interview with Lyndsey Rojas, CMO at IFS Ultimo, a SaaS enterprise asset management solution, focused on maintenance & safety and well known for a rapid deployment, ease of use and an unparalleled time to value. In this episode, Lyndsey dives into leveraging partner marketing to move from a regional to a global player and making sure communication is transparent to maintain 98 percent customer retention. Key Takeaways: Investing in your team, particularly with all the rapid changes in tech and AI, is uncuttable. It’s essential to equip your team to use new technologies and to be strong storytellers. Transparency through the full buyer's journey helps reduce friction in the customer experience by setting accurate expectations, ultimately resulting in high customer retention. Partnerships are especially valuable during times of budget constraints because it allows you to do more with less and helps companies move from regional players to global brands. Quote: Search, paid search and social, they keep changing the game on us. The algorithm changes, cookie lists, all these things keep changing. It keeps us on our toes, and it is like a game you play. You know, you think, oh, I'll pull this lever, and maybe the cost-per-click will go down. And, it's not something that you can figure out one time and be okay with it. But, for us, like most B2B tech companies I think, it is the number one traffic generator for our website. It is the top two lead generator for us. So, it is something that we absolutely have to stay on top Episode Timestamps: *(02:35) The Trust Tree: Authentic communications and creating efficiency for customers *(12:55) The Playbook: Doing more with less through partnerships *(32:40) The Dust Up: Setting objectives with sales *(33:45) Quick Hits: Lyndsey’s Quick Hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn Connect with Lyndsey on LinkedIn Learn more about IFS Ultimo Learn more about Caspian Studios…

1
Don’t Obsess Over Attribution 44:37

cách đây 18 weeks trước44:37

44:37

This episode features an interview with Louise Clements, CMO at WorkJam, the world leader in the digital frontline workplace, revolutionizing how HQs and their frontline workforces work together. In this episode, Louise discusses why she is no longer looking at attribution and is instead focusing on intent. She also dives into how she is using AI to automate and improve their marketing efforts and managing joint ownership of the funnel with sales. Key Takeaways: AI makes marketing better by giving the team more time to reflect and think. CMOs should be investing in automation. Marketing is increasingly owning go-to-market and jointly owning the funnel with sales. This is a bit of an evolution, and it allows you to focus on influence over attribution. Obsessing over first and last touch attribution is not useful. CMOs should focus on driving intent. Quote: “One thing that we've done is we've sort of stopped worrying about first touch and last touch attribution. I don't care. Is it ultimately working? You can drive yourself insane, worrying about specifics. Instead, it's looking at how all of those channels connect. And I think one of the greatest things in the last couple of years is, we’ve got these fabulous new tools. As B2B marketers, whether you use Sixth Sense or Demandbase or whatever, you can go in and understand intent in a way that we never could. So ,what I'm looking at is, are we driving intent? And then, let's time box that campaign and everybody who came in or who we touched. I want to understand what's the time lag? Are they going to come back? And I'm looking at things like that way more.” Episode Timestamps: *(03:41) The Trust Tree: The power of investing in PR *(15:28) The Playbook: Focus on driving intent *(41:05) The Dust Up: Agencies and fighting over scope *(42:30) Quick Hits: Louise’s quick hits Sponsor: Pipeline Visionaries is brought to you by Qualified.com . Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: Connect with Ian on LinkedIn Connect with Louise on LinkedIn Learn more about WorkJam Learn more about Caspian Studios…

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The Let Them Theory: A Life-Changing Tool That Millions of People Can't Stop Talking About

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