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32 minutes | Oct 29, 2015
Trade Show Tips that Drive Qualified Leads
Veteran tech journalist David Spark has just published his new book “Three Feet from Seven Figures: One-on-One Engagement Techniques to Qualify More Leads at Trade Shows." He walks through his top trade show tips in this lively podcast.He covers:What are companies doing wrong at trade shows?Easy tips to connect with people at trade showsEffective trade show follow-up
30 minutes | Oct 7, 2015
First Steps to Building a Successful B2B Content Marketing Plan
Coming from Salesforce where he was the Senior Director of Content and Engagement, Dave is a seasoned expert in the content marketing and social media spaces. He'salso the co-author ofThe Executive’s Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business. He joined Leadspace a few weeks ago with the goal of building an inbound marketing machine. In this podcast he walks through exactly how he's going to do it.He'll cover topics like:How to build helpful content that drives real pipelineHow to create content even if you don't have a team of writersHow small marketing teams can still make a big impact
31 minutes | Sep 23, 2015
How to Build Your Own Demand Factory
Hear top demand generation expert David Lewis walk you through how to build your own demand factory. He maps out a clear plan and describes the elements you need for a successful and scalable marketing machine. You'll see why the best B2B marketers out there go to David for advice on how to build this very thing. He covers topics like: The essential elements for your own demand factory What technologies are must-haves in 2015 How to operationalize the funnel About David Lewis and DemandGen For more than 20 years, CEO David Lewis has been a pioneering innovator in digital marketing, and has overseen marketing for some of Silicon Valley’s leading technology firms. David and his team at DemandGen have been at the forefront of the transformation taking place in marketing by helping 100’s of the top sales and marketing teams around the world incorporate marketing technology to drive sustainable growth.
31 minutes | Sep 10, 2015
The State of the Art in Digital Design for B2B Marketers
Hear digital design expert Lance Shields discuss the very latest in digital design best practices in this episode. Lance and Leadspace Radio host Damon Waldron dive into the Leadspace.com redesign that's about to launch and give some great design tips for all the B2B marketers out there. Whether you're about to embark on a major redesign or want to optimize your existing site, check this podcast out. Hear Lance discuss: How to approach a site redesign the right way The biggest design sins B2B marketers commit How to stand apart from the competition when every site looks the same The process starts with the Discovery Phase and the importance before you get into any visual design How the company goals sets the tone for the design and layout Ways to look at the brand for B2B companies Designing an easy to maintain system How to collaborate and work with a design firm About Lance Shields and iiD Lance is the co-founder and chief experience officer of iiD, a digital agency helping corporate, startup and non-profit clients innovate across all digital channels. iiD is a full service digital agency headquartered in San Francisco, designing and delivering digital experiences that matter to users and help clients thrive in the digital world.
29 minutes | Aug 12, 2015
How to Tackle Marketing Attribution and Forecasting
Hear Nadim Hossain, CEO and Co-Founder of Brightfunnel answer all the big (and some quite geeky) questions about marketing attribution. Every data-driven marketer agonizes over this but it's critical to get it right to build an effective, optimized marketing machine. Nadim dives into:Pros and cons of the different types of marketing attribution (first touch, multi-touch, etc)When is a company ready for multi-touch attribution?The biggest mistakes marketers make with attributionHow does this fit with Account-Based Marketing initiativesAnd much much more!Leadspace uses predictive analytics to target the prospects that look like your best customer. Social web and structured data come together under the Leadspace platform to deliver best in class enrichment, advanced predictive scoring and confident lead discovery, that's Leadspace. Learn more at Leadspace.comor email me directly at email@example.com.
31 minutes | Jul 21, 2015
How to Build a High Performance Marketing Stack
Hear Jason Seeba, Chief Marketing Technologist from Bloomreach, share his thoughts on how to tackle an increasingly challenging task: how to build out your marketing technology stack. There are more vendors and tools than ever before so it's easy to get lost.A Marketing Technologist is person who really brings together the engine that drives, marketing and sales and startups. So that means bringing in new technology, it's trying to figure out how to hire the teams that uses technologies to kind of improve their outreach efforts but then also bring them together in a cohesive way so that people can drive revenue.Jason maps out a clear way to think about building out a stack that fits your business needs and capabilities.He covers: How to build a successful marketing stackWhat does a marketing technologist do?The future of martech"The beginnings of the marketing stack are really CRM and marketing automation.""When you are the first person in sales and marketing in a company, all you are doing is trying to figure out how to prioritize your day, your week, your month to drive revenue."To Build a Successful Marketing Stack:Realize the beginnings are really CRM and Marketing AutomationGetting CRM and CRM adoption is a key factor.Driving adoption for the basics: opportunity tracking, contacts, the lead lifecycleBringing in and setup up the rules for your marketing automation system. If a tool doesn't actually create change and help you drive revenue, it's pretty worthless. Ideally the business rules you write for your marketing automation, for example Marketo, will tie to your CRM - such as Salesforce.Data optimization layer is next.Account-Based Marketing by mapping your universe before they ever consider you. Prioritize people based on personas you create. Then, the SDR, events and demand gen teams can to out and target those people and add value.This formula does NOT include mass emailing, relying on ad clicks. We are talking about focusing on quality over quantity when you are discussing account-based marketing. Think long term. You don't burn your contacts with tricks and hacks. This takes tact and thoughtfulness by adding value at every touch point. People need to look at you as the expert and look at you in a way that's trustworthy.Leadspace uses predictive analytics to target the prospects that look like your best customer. Social, web and structured data come together under the Leadspace platform to deliver best in class enrichment, advanced predictive
29 minutes | Jul 20, 2015
How and Why to Add Video to Your Content Marketing Mix
Hear Michael Litt, co-founder and CEO of Vidyard make the case for why video should be part of your marketing arsenal.He'll answer:Why should companies leverage video in their content marketing mix?How do I get started, even on a limited budget?What brands do a really good job with video?Lead scoring on videoIs it actually converting? Are people even doing anything with it?Why is mobile such a better goal to reach people than desktop for your video?"Their instinct isn't to talk to a salesperson, their instinct isn't to call a company. Their interest is to consume content so they are reading blog posts looking at testimonials, reviews, watching videos, reading your blog and all of these things are educating them before they actually indicated their intent to purchase. And so video represents a huge opportunity as far as that behavior is concerned.""A video view is technically worth a lot more because you really know what they consumed and you control that journey and again as people are spending more time researching before they are talking to sales..."Leadspace uses predictive analytics to targetthe prospects that look like your best customer. Social web and structured data cometogether under the Leadspace platform to deliver best in class enrichment, advanced predictive scoring and confident lead discovery, that's Leadspace. Learn more atLeadspace.comor email me directly atDamon@LeadSpace.com.
29 minutes | Mar 26, 2015
Why is demand generation so hard?
Steve Gershik asks Jason Hekl of SiriusDecisions:Why is demand generation so hard?How is a marketer supposed to manage the complexity?What are other trends in B2B marketing that you are seeing today that youthink has the potential of really being transformative to the way that we market?What would you advise somebody who is taking on the CMO role for the first time?Some of the highlights include:I went one time to acompany in Florida, they actually had in their lobby, a sign welcoming me to their officesbecause I was the person who had the information that they needed right?It’s not like that anymore. People go online, they have access to so muchinformation. You just do not see that type of interaction so it makes it harder and harderfor us as marketers to get through to our target audience.It’s both enablement and a lot more access but a lot more complex at the same time."But at the same point in time, they are trying to build agility in this process, into the planning and execution of their marketing progress because they know that it is a dynamic environment that they are selling into, that they have very dynamic buyers; that what they are doing every day changes so they both need a master plan to manage against but at the same point in time, build listening analysis, insight, dynamism into how they actually execute their marketing programs.When you start talking about agility and kind of these lean approaches to how we execute our marketing programs, you start getting into data and insights and experimentation andproving and disproving hypotheses so we see a lot of that.Transformation itself is actually a big thing that we are running into quite a bit.""...Oh, there’s so much that goes into that answer Steve. I mean we look at the LDR function, or tele-prospecting function, I look at it as the glue that sits between sales and marketing. So the challenge that we have with that a lot of times is the mis-appreciation for how to actually even use that function. Some of the approaches that leaders can take is one, recognize that not all LDR activities are the same.I mean we see this, we did primary research a few years ago on this topic and we looked at the tele-prospecting function in particular. So why are they not successful as we want them to be? And one of the key reasons from that is when you look at a function that sits between sales and marketing, when you look at those LDR’s and what they are being asked to do on a day to day basis, they ca
28 minutes | Mar 19, 2015
Amnon Mishor on Predictive Analytics - What are they and do I need them?
Hear one of the biggest names in predictive analytics give his take on this exciting space. Amnon Mishor, Founder & CTO of Leadspace will be our guest for this show.You'll hear:- How does predictive help B2B marketers?- Is predictive right for your company?- What's the future of the predictive space?Amnon has military intelligence background - unique background and insights into this space.Predictive is a very general term used in many industries. Let's focus on B2B sales and marketing domain. Helping you to predict the likelihood of a particular person or buyer to buy one of your productspropensity of a particular person to respond to a particular message.Predictive scoringPredictive discoveryYou are rating this person as a better match and then targeting them.It isn't just lead scoring.Very commonly companies/people look at it in this way and it's too narrow.
27 minutes | Mar 11, 2015
Why is harnessing the power of advocates so important today?
Building a brand new category isn't easy – but Influitive's Jim Williams makes it seem easy. Eloqua's former Director of Product Marketing helps us realize why we need Influitive's Advocate Marketing.Highlights included:Yeah, it's a great question. I mean the first thing you want to do is identify who we are advocates are and I think most marketers can identify what I would call their superadvocates. It's like depending on the size of your organization, it might be the top two, three, 4% of your customers that you always know you can count on for help, is the people you go to when an analyst wants to talk to a customer, you are writing a press release, you want to do a case study etc. Those are your super advocates; they already kind of step forward.Some of the questions host, Steve Gershik asked were:Influitive and Advocate Marketing ….tell us more. Why is harnessing the power of advocates so important today?What's changed in marketing in the last few years that has made B2B a little more exciting?What is a day in the life of a VP of Marketing at a hot start-up like? What are your biggest challenges?How do you build an effective marketing strategy for something so new and different? Building a new market isn't easy, is it?Do you believe in taking risks as a marketer? Does the start-up mentality foster that?You were an integral part of a very successful marketing team at Eloqua – what best practices did you learn while part of that team? What made the Eloqua marketing team unique?After the break:What's the secret to building a great marketing organization? Do you hire for skills? Passion? What makes a team successful?What's the best way to become a better marketer?Where does content marketing play a role in your marketing strategy?Let's talk about data. Leadspace provides social demand generation solutions –helping to provide real-time lead data for organizations. How important is accurate data for marketing?
29 minutes | Mar 5, 2015
How do I make this easily understood to the reader?
We love to read anything Ann Handley writes, now she shares how even we can write better. Ann shares secrets to great content in her latest book, Everybody Writes, Your Go-To Guide for Creating Ridiculously Good Content. Show highlights include: Steve: That’s really interesting. You said “content that creates an experience”. How is that different from what somebody would traditionally think about as content? Ann: There is this notion that the content equals articles and blog posts and sometimes videos maybe, things that start and finish but I think increasingly, with all these tools that we have available, we can create content that does deliver more of an experiencen to the people we want to talk to. I think in marketing, that word “experience” is a littlebit, I am almost allergic to it sometimes. Steve: It’s a little cliché, right. Ann: It’s so cliché but yet a lot of people don’t really know what it means. What does that mean to deliver more of an experience with our products and services? At least from a content perspective, I think it means giving people tools to do things and not just articles; again, not just things that start and finish but giving them tools to do things that they can interact with things, giving them content gifts, I don’t mean that literally but sort of metaphorically where they are able to maybe take your video and you slide share or whatever and take it home and put it on their own sites or their own properties or whatever but ultimately giving them something that they can do something with and not just read. Reading is fun obviously I am a writer and I have great respect for that but I also think that we also have to think beyond just things that start and finish, beyond articles. After the break you'll hear: Ann, you say in the introduction of your book, “What matters now isn’t storytelling. What matters is telling actual story well.” So what’s the difference? Ann: So I think the idea of storytelling as it applies to brands into content marketing, for me it really does conjure up bedtime books and fairytales and I don’t think we want to be talking about storytelling as brands. I don’t think brand storytelling is really as empowering as thinking about telling a true story well. I mean it’s a little bit of a play on words but I think it can be incredibly empowering to think about telling your story so telling your true story really, really well. It doesn’
30 minutes | Feb 26, 2015
B2B Live Event Survival Guide
Erika Goldwater, VP Marketing for ANNUITAS covers planning for a live event. This is tradeshow season and it's time to remind yourselves and your on-site team of the basics for before, during and after an event.DW: How do you decide which are best to participate in?EG: Where are your buyers. The events are part of an ongoing strategy, not a "one and done" solution. This is an opportunity to solidify your relationship with them.Big events are expensive. Map them out to see if this actually reaches your buyers. The expense isn't just the money, it's the staff resources.Then, figure out your plan - what are you doing: pre, during and post event."Thanks for meeting us at the booth!" doesn't cut it. It's the reason we hate having our badges scanned.If your concerned about ROI for events: Yes, it's hugely important; but there's not always immediate return. From an ANNUITAS and leadspace perspective, we always saw our largest ROI from events.The buyers are THERE. The face to face element can't be underestimated. But it's not just pitching your product. It's a great chance to network and gain more knowledge on sales, your buyer or industry trends. PRE-EVENT: Booth processWhat do I want to convey?What sort of message do I want to establish at the event? How can I get them to talk to me?What will make them stop? Look at your giveaway and signage. It's your opportunity to engage them in some sort of way to have a conversation. Intriguing graphics, bullet point, question, phrase set the tone an interest.Be provocative.DW: Cheasy things can get your attention, but it has to be on-message with your brand.If you are known as the annoying booth at the trade show, people will avoid you.Unless you have a good conversation going with them already, you don't already know where they are in the buying cycle. On that path, a tradeshow is not a place to launch something brand new. Unless everyone knows what you do, it can be confusing.If you do something new and totally different, you'll have to engage the potential attendees ahead of time - build excitement and start that conversation for continuity."Meet us at the booth!" - not enough to start a conversation. What are you going to reveal, share, demonstrate?"Come meet the new CEO...." give an opportunity and background. Need the build up.DURING EVENT:The training aspect is quite often ignored. It's brutal. The people staffing the booth have to be ON the entire time. They need to know the key value propositions,
27 minutes | Feb 19, 2015
Marketing and Sales Focus on High Performance
David Brock, President of Partners in Excellence, is about high performance. Sales, marketing and executive management is where he focuses his time consulting, speaking, and coaching. His clients span the industries from aerospace, retail, consumer products, and software and range from Fortune 25 to startups including some of the biggest global brands.Some of the questions Steve Gershik asked included:Can you tell us a little about Partners in Excellence?Your tagline is great, “Making a Difference in Business and In Your Personal Life”. How do you help both business and people?You have worked in the sales and marketing industry for over 20 years – what is it that makes sales and marketing so challenging these days?What makes one organization perform better than another? Better product? Better sales team? Training? Better marketing or bigger budgets? Is there a recipe for success?How do you uncover weaknesses or areas that need improving in sales and marketing teams? On your website you use the words impact and time to results – how important is timing? Why? Thinking about impact---what is the best way to make an impact as a marketer today?What would you say is the biggest B2B marketing challenge? Why?What is the biggest sales challenge besides driving more revenue? Why?What role should technology play in today’s sales organization? Leadspace provides social demand generation solutions –helping to provide real-time data for organizations. How important is accurate data for a sales team? What happens when sales doesn’t trust in their data and/or marketing?11. What is your advice for better sales and marketing alignment?
28 minutes | Feb 10, 2015
Social Selling: Technology is NOT the strategy.
Secrets of social selling? Get them here and find out why a great social selling strategy + super-targeted prospects generates real results.What is he reading? He curates content from sources including: Eloqua, SmartBrief Newsletter, Marketo, Hubspot, Act-On Software.Look for Matt on Marketing for his take on industry news.Social Selling: It's relationship selling. Foster relationships and develop them before they are ready to buy.Listen for buying signals. This is not new. Before there was social media and the internet. Good sales people listen to those signals everywhere, there are more sources than ever before, but the inherit properties have not changed. Social media has leveled the playing field by allowing any size business to gain these insights and buying signals if they spend the time.Steve asked if we should disband the term social selling.Matt says that the book, Challenge of Sale - that teachable moment. This is one of the most important books written in the past five years.This is the current generation's version of How to Win Friends and Influence People by Dale Carnegie. This is a lot of the same information, but in a newer package for the newer generation. Seasoned sales professionals will recognize it as such."Just make more phone calls...." How do you sway those traditionalists and infuse social selling into your organization. They are typically in management.Listen at 08:00 to hear the A/B test case study - you'll love this!Took a cold call sales team. Allowed them to do that for half the time.The other half social prospecting.Following same processes - needs assessment or discovery call with the prospect.50% more opportunities came from the social prospecting work than from cold calling.Lists were the SAME.Instead of just calling the same people at the same company, we did it with CONTEXT - something value to talk about, something the prospect initiated, some mention, some buying signal to initiate a real conversation.Understand how to get that wedge and get a a conversation going so that you can learn and confirm what their needs are and get them to the point where they want to learn more from you.Social Selling accelerates the path to the right conversations.Compile is an aggregator. Find a tool like this to help you make use of the data out there.If you're selling the hole and not the drill, the hole is the outcome, but starts with the need, if you understand what those indicators are, you'll find those triggers all over the w
27 minutes | Feb 3, 2015
The Biggest Sins Salespeople Commit
Tim Wackel covers some of the biggest errors salespeople commit… and where there are some big opportunities.This lively discussion will cover:The sales sins you must avoidTop tips for finding new business todayWhat to do when prospects go silentTim is the founder and president of The Wackel Group, a training and consulting firm dedicated to helping organizations find, win and keep customers for life. He is a member of the American Society for Training and Development and holds a professional membership in the National Speakers Association. He earned his Electrical Engineering degree from the University of Nebraska and lives in Dallas where he and his wife raised their two children and are now enjoying their empty nest.Tim Wackel is one of today’s most popular sales speakers because he makes information entertaining, memorable and easy to understand. He combines more than 25 years of successful sales leadership with specific client research to deliver high-impact programs that go beyond today’s best practices. Tim’s keynotes and workshops are insightful, engaging and focused on providing real world success strategies that audiences can (and will!) implement right away.
28 minutes | Jan 28, 2015
Building powerful, revenue-driving marketing with Jeffrey Eisenberg
Jeffrey Eisenberg is a recognized authority and pioneer of Internet marketing strategy; improving online conversion rates for sales and lead generation. Jeffrey speaks Spanish with native fluency and has transacted business in 26 countries.The emphasis that's given to lead scoring. If half that emphasis would be given to actually responding to calls more quickly, the value of the leads would go way up. We've proven this over and over again. There's the Kelloggs' study that actually proves that the faster you respond, basically in the first five minutes and whenever we've gotten clients, instead of having the marketers on the spot for the quality of the leads actually put the sales people on the spot for the quality of their response, it's been the number one factor in increasing conversions and so marketers just take it on the chin and just very often go quietly into the night. The bottom line is that most of the time if sales people could respond to the calls fast enough they'd have perfectly good leads that they could sell whereas when they take even thirty minutes to get back to them that lead has already cooled off and who knows what's going to happen. I just wanted to say that because we get that over and over and over again.Some of the questions asked were:What's the use of lead scoring?Aside from prioritization do you call 100% of the people who submit a lead form on your website or not?What are your thoughts on that - reaching out to somebody who hasn't proactively reached out to you?So you're talking about channels now, right? So you're saying a chat would feel less ookey to you or an email would feel less ookey, but a phone call to you seems a little too invasive?Earlier you said, "I haven't made them a buyer yet. I haven't thought about them as a buyer yet." This is somebody who visits your website. What makes someone a buyer?So how do you know as a marketer when somebody has confidence in your solution? Are there implicit signals? Are there explicit signals? Can you infer something?The question that I often get asked by young marketers is this: what is something I can do to upgrade my skills, to make me more marketable as a marketer? Particularly these are B-to-B marketers that I'm talking to. Somebody asks you that question, what advice would you give?Jeffrey is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books "Call to Action" "Waiting For Your Cat to Bark?". He has written for the popula
29 minutes | Jan 21, 2015
Really generating demand and content marketing secrets by Topo’s Craig Rosenberg
Craig Rosenberg, is Co-Founder and Chief Analyst at Topo, a research and advisory firm that helps companies grow faster. He is also known for his work as the Founder and Editor of The Funnelholic, a hugely successful sales and marketing blog that is a household name for marketing and sales professions. You can find Craig just about everywhere as he is involved in some of the most insightful and effective content in the market today.Some of what Steve Gershik asked Craig Rosenberg is below:Tell us all about Topo. Why did you start this venture? Most people know you from the Funnelholic, lifeblood for any marketing or sales professional. How is Topo different than the Funnelholic? How do you balance the personal vs. professional blogs?You are always coming up with great content ideas/ topics both on Topo and Funnelholic. How do you do it?You have worked with some of the best marketers around…can you share with us some networking and collaboration advice?What’s the biggest surprise in the B2B marketing world today? Why? What would you say are the biggest challenges persist for marketers? Is it still content marketing or it is more fundamental than that? Basic stuff or more complex?What are core competencies for modern marketers today? Is one skill set imperative in your opinion?Can we teach people how to become better marketers? Better writers? What advice can you share to become a better writer for those marketers that struggle with this?
29 minutes | Jan 14, 2015
0-60: How to Build a State of the Art SDR Team
Building and tuning an effective SDR machine can mean big benefits for your marketing/sales operation. Jason Olsen, Sr. Director of Sales for Choozle has built and managed some of the most effective teams and will open up his playbook on Leadspace Radio. He'll walk through a step by step recipe so you can build or augment your SDR operation. He also has his finger on the pulse of all the latest and greatest in Sales tech so your team will truly be state of the art.Jason bio:Jason Olsen is the Senior Director of Sales for Choozle, an insights-driven programmatic ad buying platform. His core focus has been working with the Fortune 100 and high-growth venture-backed start ups within the B2B Technology industry helping marketing and sales organization as a supplier and strategic advisor to grow their businesses. He has held senior sales roles at three venture-backed marketing technology start ups. During this time he has studied and been a part of the transformation of marketing and sales organizations as well as the proverbial boom in marketing and sales tech. He knows as well as anyone that building a winning team and formula now is dramatically different than last year, 5 years ago, or 10 years ago.
24 minutes | Jan 6, 2015
The B2B Marketing Channels that Matter in 2015
Which channels will be most effective in 2015? How has the landscape changed?2015’s here so now is the time to re-evaluate your marketing mix. Steve Gershik, CMO of Swrve, will discuss how the landscape has changed for b2b marketers and where you should place your chips for this year. Hear which channels will be most effective for marketers and where the hidden gems lie.Join host Damon Waldron as he interviews Steve GershikA bit about Steve Gershik, Chief Marketing Officer at Swrve:With over 20 years of experience in product marketing, social media, demand generation and brand building, Steve Gershik is an expert in what B2B companies need to do to survive and thrive in competitive environments today.Steve is an experienced Chief Marketing Officer for early and growth stage technology companies and has been a roll-up-your-sleeves working manager in each of his roles. Highlights include:VP of Marketing Innovation at Eloqua, which grew from $3MM to $35MM (on the way to a successful IPO and acquisition by Oracle) during his tenure.Creator of the Eloqua Experience and Eloqua Markie awardsFirst VP of Marketing for SiriusDecisions, a leading advisory firm for B2B sales and marketing executivesFirst VP of Marketing at TOA Technologies, establishing the brand identity and social media strategy.Co-founded the world's first demand generation-focused conference called DemandCon.Swrve's Vision:"We believe the personal mobile device is fast becoming our primary digital identity - powerful, persistent and always addressable. Our mobile device will become the central nexus for interacting with both the internet and the emerging “Internet Of Things” surrounding us.The key to building long term relationships with a consumer has always been relevance (history, location, time, context and content). Working alongside other best of breed services, Swrve is orchestrating, personalizing and optimizing every step of the relationship between a consumer and the brands they love.Swrve is defining mobile first marketing. We're delivering a truly intelligent, in-the-moment understanding of the consumer. We're automating an infinite number of individual, personalized, conversations. As a result we're enabling marketing teams to build great, profitable relationships with their target audiences. We believe this kind of thoughtful, relevant, timely conversations will replace “Megaphone Marketing”. "
28 minutes | Jan 1, 2015
Demand Generation is the foundation of where revenue begins
Doug Sechrist is a dynamic marketing executive with nearly 15 years building and leading demand marketing teams at high growth, successful Saas leaders. He has a proven record of helping companies efficiently grow by bringing sales and marketing teams together through process, automation, alignment and shared KPIs.Doug runs demand marketing at Five9, the leader in cloud contact center software, where he oversees the company’s field marketing, demand generation, marketing operations, and sales development teams. Prior to Five9, Doug was the Vice President, Demand Marketing at Eloqua, driving predictable revenue for the organization.Some excerpts include:Steve: And so how does that interplay with what a lot of people think of as traditional marketing, the Madmen model of marketing; that creative fanatic history of marketing that most people associate? How do those two aspects of marketing interplay?Doug: I think they are both important. In 10 years ago the whole Madmen analogy was very much in play and especially in the B2B space and in software as a service space.Companies had to figure out how to profitably run their businesses. Billboard advertising and print advertising and things like that that traditional marketers used to say, “Hey, we’ve got this great ad. It’s running in BusinessWeek and Forbes we have no idea what it’s done for our business.” That just wasn’t a good enough answer anymore, so businesses had to figure out what are the tactics that work. How few of an investment can we make to actually get to our targets and starting to look at efficiency? So that’s how they come together.
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