#30 Interview with Scott Brinker, Chief MarTech & Hubspot VP

September 26, 2017

I invited Scott Brinker back on the podcast to discuss his recent decision to join Hubspot as their VP, Platform Ecosystem. After a quick check-in on how plans are coming for his upcoming MarTech conference we discuss topics including:

  • Scott shares why he left Ion Interactive, the company he founded to join Hubspot
  • What makes a marketing platform a “platform” versus just a marketing tool or system
  • Why is there a growing popularity of chat bots as website engagement tools and what it takes to implement a solution at a high level.

#29 Analytics: How to Keep Score of Your Marketing Success

September 14, 2017

Do you know why sales gets the big bucks? Because revenue can be directly attributed to their performance. Can marketing’s performance be tied to revenue? Finally the answer is yes and it’s essential to do so to change marketing’s perception from cost center to revenue generation.

In this episode, David explains what marketing should be measuring and the process for establishing your metrics and sharing them with the organization.

  • Who should own the responsibility for marketing metrics within your organization
  • Why you should start with the end in mind when it comes to designing your marketing dashboard
  • The essential metrics you should capture and report on
  • The four C’s of marketing metrics
  • The three categories of marketing analytics
  • Whether you should be using a BI tool or sticking to just CRM and Marketing automation
  • What campaign variables to include on your lead form submissions
  • Where to go for help and additional resources

#28 How to Implement Lead Nurturing Programs

August 29, 2017

Are you stuck in batch and blast marketing or looking to improve your approach to lead nurturing, well this episode will give you guidance on how to use your marketing automation system for engaging prospects and customers while you sleep. After all, one of the main reasons you’re using a marketing automation system is to improve lead conversion, align with sales, and automate engagement touchpoints with prospects and customers. 

You’ll learn:

  • The importance of delivering relevant information
  • How to approach a lead nurturing project and map it out
  • The five goals for each of your nurture programs
  • Various types of nurturing programs and when to use them
  • My “best practice recipe” for creating a lead nurture brief
  • Examples of a lead nurture to help you think through your own buyer’s journey and how you can automate the communication

#27 An Interview with Leadspace CEO Doug Bewsher

August 15, 2017
I was fortunate to discover Leadspace shortly after I founded DemandGen in 2007 when their Founder Amnon Mishor was on a fund-raising trip to Silicon Valley and he asked if I could meet-up to get my advice on their predictive platform for prospect building and scoring. With the predictive category still in its infancy, I was excited to get a look at the platform and find out how Amnon’s expertise in developing systems for the Israel Military Intelligence Division could be turned into AI to help marketers find prospects (versus terrorists). Since then, our two teams have developed a successful partnership based on helping our mutual clients with the successful adoption of their platform. On this episode, I invite their CEO Doug Bewsher to discuss a number of topics including:
  • As a CEO, and former CMO, what advice would he have for his former self in marketing
  • Why is Google AdWords such a big part of the marketing mix
  • What do CMO’s [really] need to know about analytics
  • His thoughts on the current state of AI in marketing

#26 How to Implement a Lead Scoring System

August 3, 2017

In this episode on lead scoring, I teach you another of five principles of successful lead management. I explain everything you need to know about lead scoring so you know whether you should be scoring your leads and how to go about building a scoring model and collaborating with sales in the process:

You’ll learn:

  • Should you be scoring your leads in the first place
  • An overview of the various types of scoring models
  • What it takes to implement an effective lead scoring system
  • How to establish the criteria used in a scoring model
  • The benefits of creating a lead scoring task force
  • Lead scoring dos and don’ts
  • What criteria you can use in an interest model
  • The benefits of a multi-dimensional lead rating system
  • The role lead scoring plays in changing statuses between inquiries and marketing qualified leads
  • How to create service level agreements (SLA) with sales
  • Marketing automation and CRM implementation considerations
  • The importance of maintaining your lead scoring system
  • Whether you should bring in an outside agency to help with the process

#25 How To Implement a Demand Funnel

July 19, 2017

In this episode I take you on a deep dive into why you should define and operationalize a Demand funnel and what it takes to do so.

You’ll learn:

  • How a Demand Funnel serves as a language to align sales and marketing and serves as a framework for lead management
  • What it takes to implement a Demand Funnel in our marketing automation and CRM system
  • The role lead scoring plays changes statuses between inquiries and marketing qualified leads
  • The six stages of a traditional Demand Funnel and their definitions
  • The importance of defining “out of funnel” stages like recycled and disqualified
  • What you should include in your blueprints for implementing a Demand Funnel
  • How a Demand Funnel helps marketing measure demand volume, velocity, and pipeline predictability

#24 The 5 Principles of Successful Lead Management

June 22, 2017
In this episode, I share the key principles of successful lead management from my book Manufacturing Demand which now has over 10,000 copies in circulation.  When I wrote the book, my publisher told me an industry factoid that only 1 in 10 people who buy a book actually read it. At first, I couldn’t believe the ratio, but then I looked at my own bookshelf and saw several great books that I planned to read when I purchased them still sitting there collecting dust.  As marketers, we know there are 4 types of learners: visual, auditory, reading/writing, and kinesthetic.  So for those of you auditory learners, I am going to devote a few episodes of DemandGen Radio to the essential chapters of the book to offer you a “book reading” of sorts. While I won’t read the chapters word for word like you’d hear on audible.com, I will share the main points from each chapter starting with Chapter 2 that outlines the 5 key principles of successful lead management.  Listen in at your desk, in your car, or someplace where you can take in the concepts that have been used by some of the top marketing and sales teams around the world. 

#23 Why is there a New Demand Waterfall?

June 6, 2017

Unless you were abducted by aliens, you’ve seen the tweets, LinkedIn posts, and other coverage by the media, thought leaders, and demand generation experts about the new Demand Unit Waterfall introduced by Sirius Decisions at their annual conference in Las Vegas on May 16 – 19th 2017. The initial feedback to the unveiling has been mixed with both excitement and skepticism. David invites Terry Flaherty and Kerry Cunningham, two of the Research Directors @siriusdecisions behind the new framework to answer questions around its’ purpose and implications including:

  • What has the reaction been to the new waterfall?
  • Why did SiriusDecisions update the demand waterfall?
  • What's a Demand Unit and why does it matter?
  • What's a Demand Map and what value does it deliver?
  • What are the major changes/differences that Sirius introduced in this version of the waterfall?
  • What are some of the major things to consider when implementing the Demand Unit waterfall?

Listen in to hear the discussion and their answers!

#22 Mo Money, Mo Problems

May 23, 2017

During this Podcast with Sangram Vajre on ABM, I could hear Biggie Smalls lyrics [aka The Notorious B.I.G] echoing in my ears “…it’s like the more money we come across, the more problems we see.”  Why? Well just moments before we kicked off the podcast, Terminus announced the closing of $10.3 million round of Series B funding. Hubspot and other investors are placing additional bets on ABM solutions, which they see as a critical component of the marketing mix. Tune in to this episode of DemandGen Radio to hear from the founder of the #flipmyfunnel movement and Author of ABM for Dummies.  Sangram shares insights on why people are both embracing ABM and struggling a bit to understand what’s needed to embrace it. 

#21 The Future of CRM

May 9, 2017

Ever wonder why Microsoft bought LinkedIn and what that might mean to the future of CRM?  DemandGen Radio host David Lewis has Russell Glass, VP of Products at LinkedIn on the program to ponder that idea and catch up on the latest sales and marketing innovations at LinkedIn.