You probably can hear “Show me the money Jerry!” in your head right now if you saw Jerry Maguire starring Cuba Gooding Junior and Tom Cruise. Guess what, Cuba is your CEO and he wants you to show him the money. Are you?

 

Ever wonder why sales makes the big bucks and out earns marketing at most companies? It’s because sales only focuses on one thing and reports on it – revenue (the money). David Cancel, CEO of Drift and I are equally passionate about a movement where marketing becomes the “the breadwinner of the revenue family.” The problem is, Marketing is so busy tracking and optimizing every metric besides revenue that they don’t have their eye on the prize. Why is that? In this podcast, we dig into that big time and offer suggestions to overcome this challenge. Cha ching. Let’s do this.

 

 

Content master and digital marketing guru Scott Vaughan and I kick off with Scott’s point of view around dropping the “M” in ABM. Our next stop on the podcast train is talking about the importance of becoming a full stack marketer, and then on to some great insights for you from Scott on content marketing strategy, including long form vs short form content. We wrap up the episode with a very passionate call to action around starting a movement on “Marketing becoming the breadwinners of the revenue family”.

 

 

You are in for a real treat listening to this episode with marketing legend and best-selling author Don Peppers. For three decades, Don’s mission has been “Making the world safe for customers” and he accomplishes this by educating business leaders, marketing teams, and customer service teams on how to compete in a dynamic, technologically fast-moving world through a frictionless customer experience. Peppers has written nine books with business partner Martha Rogers, collectively selling well over a million copies in 18 languages. Don and I talk about case studies, like Amazon, to highlight companies that do it right. Get ready to be inspired. I have no doubt you’ll take away ideas on how your team can surprise and delight your customers.

 

 

I bet you didn’t see that coming, did you? I didn’t either. Probably no one did. So why did Terminus, a startup, buy another startup? I ask Sangram Vajre, CMO of Terminus, that question and several others that you should hear his answers to. One of things you’ll hear is about the importance of being agile and moving in a direction despite having all your plans figured out. That’s a SUPER important lesson in life. What’s very unique about this acquisition is that it’s not a mega public software giant buying a smaller company. It’s two small martech companies coming together. That’s a first in the martech space. Will we see more? As a bonus, Sangram and I touch on the power of Podcasting and some other things we have in store for 2018. Have a GREAT 2018. Make this your best year yet personally and professionally.

 

 

 

Andrew has been covering the B2B Marketing landscape for the past decade as Publisher of Demand Gen Report, host of the B2B Marketing Exchange events, Content Director of Content4Demand, and responsible for ABM In Action, an online publication that spotlights real-world case studies of companies launching targeted account-strategies. Yeah, Andrew has his finger on the pulse of B2B marketing.  Andrew and I have collaborated on various projects since I founded DemandGen in 2007 and he’s the guy I turn to for an inside look at the vendors, strategies, and players in the space. Listen in as Andrew and I catch up on ABM, B2B Content Strategy, Audience Building, Channels, MarTech Stack Assessments, and even what’s in store for the 2018 B2B Marketing Exchange in Arizona where I will be running a workshop on MarTech strategy and assessment techniques. 

Also be sure to check out www.b2bmarketing.exchange to learn more about the event and the MarTech workshop I’m hosting at the Fairmont Princess in Scottsdale Arizona,  Feb 19 – 21

 

 

Daniel Waas, Director of Marketing for GoToWebinar at LogMeIn, probably knows more about how to use webinars for lead generation than anyone on the planet.  Where did he get his super powers? It began when he was responsible for lead generation for the EMEA region at Citrix. In his role, he honed his skills over the years by pushing his team to produce hundreds of webinars, testing various formats, lengths, titles, interactivity, and imagery, ultimately turning them into a highly effective channel. But Daniel didn’t stop there. Over the past couple years, he reimagined what webinar publishing should look like in the modern marketing age. His passion led him to pack up and move his family to the USA to help develop the strategy for the GoToWebinar platform. The result: He’s reinvented the platform from the ground up and convinced the leadership team at LogMeIn to turn the platform into a publishing platform and community for marketing teams (and content publishers). What’s it called? Gotostage.com, and at the pace it’s growing, this could essentially become the “YouTube®” of webinars. Listen in to hear the back story of Daniel turning his dream into reality and how you can start using this new channel for your own lead generation as an early adopter. As a bonus, you’ll get some tips on how to turn your own ideas into reality and what it takes to do so.

 

 

Mark Godley, President of LeadGenius, has been in the lead database and lead generation market for a good majority of his career and serves as advisor to several of the top lead database service providers. Tapping into his experience and expertise, I ask Mark about the state of database providers and inquire into his thoughts on best practices for sourcing top of funnel leads and data enrichment services:

• Is there a difference between data providers?
• What questions should we ask data providers when evaluating them?
• What other best practice advice can Mark provide for selecting data providers?
• Is it time for a new role in marketing called the Data Operations Manager?
• What do demand generation priorities look like at various stages of a company lifecycle?
• What’s the tenure of a CMO in a startup versus a more mature organization?
• What are some of the changes Mark’s bringing about at LeadGenius? 

 

 

Jeff Rummer has been instrumental in helping Medtronic transform from a primarily sales driven culture to a balanced (and aligned) marketing and sales driven business. Jeff’s and his team’s responsibilities include the planning, execution and measurement of all integrated marketing campaigns and digital experiences along with managing and optimizing their marketing technology stack. In this episode, Jeff and I talk about what it takes to be an agent of change and several other insightful topics for you including:

• Jeff's quick rundown of his favorite DemandGen Radio podcasts and why
• What does it mean to be a marketing hero? Does Jeff feel like one given all the transformation that’s taken place at Medtronic?
• What advice would Jeff give his former self knowing what he knows now in marketing operations and change management?
• What is the reason for Medtronic’s expansion into ABM centric demand generation? 

 

 

Daniel Day is Snowflake’s Sr. Marketing Manager, ABM. That’s right, someone whose sole responsibility is managing ABM marketing strategy and programs.  This insightful and controversial podcast covers the following topics:

• What led to Daniel’s ABM Strategy at Snowflake
• Why Daniel feels that ABM is a better strategy than the traditional Demand Funnel framework
• How ABM fosters tighter alignment between Sales and Marketing
• The process for establishing targets for sales teams
• Why ABM can be easier for driving growth than traditional demand generation
• When is it the right time for a marketing team to have a person dedicated to ABM strategy and programs
• Snowflake's ABM Target Strategy
• Measurement approaches and KPIs for ABM
• Advice that Daniel would give to his former self if he was embarking on ABM all over again

 

 

Join DemandGen Radio Host David Lewis for an interview with Mathew Sweezey, Author of Marketing Automation for Dummies and Principle of Marketing Insights at Salesforce.

Mathew provides his perspectives on:

• What has changed since the publication of his book on marketing automation in 2013
• Mathew’s view into Automation 1.0 vs 2.0 from a technology and mindset perspective
• Shifting your view of marketing automation as a platform to it simply being a node of “the marketing stack network”
• Examples of other forms automation, such as Chat Bots and dynamic content, that function independently outside the marketing automation system
• How marketing must become contextual to communicate with people when and where they are
• The number of marketing tools high performing vs low performing companies use
• Why there isn’t an “uber marketing system” to incorporate all the key functions marketing needs
• Is marketing ready to take ownership of the today’s marketing infrastructure requirements