DemandGen Radio by David Lewis

After completing her first year in marketing, Audrey Lewis joins the podcast to share her experience so far as a new and aspiring marketer. For those early in their marketing careers, tune in as Audrey shares valuable lessons around how to best learn and grow as a marketer. For managers and those responsible for onboarding and training new marketing professionals, Audrey highlights how you can best support new team members and the importance of creating a strong team culture. Check out these other resources! DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS  Manufacturing Demand book: https://bit.ly/37zkhVw

In this series, David Lewis and Carlos Hidalgo take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function. Join David and Carlos as they share how the methodology has helped various marketing organizations so far and the kinds of results that these teams are seeing from aligning all of their demand generation efforts. Tune in as David and Carlos also highlight which initiatives marketers are most focusing on these days, how to improve your funnel conversion rates, and how to effectively create, manage, and expand your demand. Book time with Carlos to discuss how you can improve your demand generation efforts: http://bit.ly/2Zj1evl To learn more about The D3 Methodology, check out this video: https://bit.ly/2NgUCuJ  Check out these other resources! DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS  Manufacturing Demand book: https://bit.ly/37zkhVw

Don Peppers returns in this episode of DemandGen Radio for a discussion on how the buying and engagement experience has changed over the last year. Tune in as Don shares how the era of COVID can be an opportunity for your organization, the importance of collecting feedback to improve your products and services, his prediction for the future, and more. Check out these other resources! DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS  Manufacturing Demand book: https://bit.ly/37zkhVw

In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function. In this episode, we talk about the importance of integrating sales and marketing to unite on ABM initiatives. Listen as we share various frameworks and models for approaching account-based marketing, how to put an ABM strategy into place, and how to align sales and marketing for maximum revenue growth. Check out The D3 Methodology here: https://bit.ly/3aOjwYz Check out these other resources! DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS  Manufacturing Demand book: https://bit.ly/37zkhVw

Every business evolves over time and in order to remain successful, marketers must act as agents of change that support and drive new strategies and initiatives. Ed Peterson is one of those marketers. In this episode, Ed shares his story on how he led massive change at Fleetcor while bringing the company through digital transformation. Listen as Ed details how to be an ambassador for change within your own organization, how to get all internal stakeholder to support that change, and other lessons he’s learn along the way. Check out these other resources! DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS  Manufacturing Demand book: https://bit.ly/37zkhVw

With experience in both the B2B and B2C space, Bill Snider has learned how to combine the best of both worlds to deliver very personal and highly targeted marketing experiences. Tune in to this episode as Bill shares: His journey from the retail industry into the financial services industry How he made the internal business case for undergoing digital transformation and pursuing new avenues for connecting and engaging with prospects and customers How he and his team were able to develop a better understand their buyer’s journey, enabling them to send the right marketing communications at the right time How Clearview Federal Credit Union has increased their cross-sell ratios and revenue as a result of their marketing efforts Check out these other resources! DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS  Manufacturing Demand book: https://bit.ly/37zkhVw

As VP of Global Revenue Operations at LogRhythm, Michael McKinnon knows the importance of demonstrating marketing’s impact. In this episode, Michael returns to share why attribution is crucial for the growth and security of all marketing teams, the difference between attribution and and contribution, and how to go about setting up an attribution model within your own organization. Take a look at the Michael’s marketing attribution slides here: http://bit.ly/38oOI2Q Check out this video on DemandGen TV: https://bit.ly/396Oaxu Download the digital version of Manufacturing Demand here: http://bit.ly/37zkhVw   *** Check out these other resources! DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS  Manufacturing Demand book: https://bit.ly/37zkhVw

If you haven’t already committed to building a robust and full-fledged marketing operations function within your organization, then this is the year to do so. In this episode, Naomi Marr, Senior Director of Global Marketing Operations at Datto, shares why 2021 is the year to invest in marketing operations. Listen as she details how the marketing operations function has evolved over time, what marketing operations priorities you should be focusing on, and how to get started with analytics and reporting so that you can convey the impact of your marketing team’s efforts. Check out these other resources! DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS  Manufacturing Demand book: https://bit.ly/37zkhVw

In this final DemandGen Radio episode of 2020, Rob Bonham joins me to share reflections on what it was like to be in marketing this year and what marketers are doing to prepare for 2021. Tune in as we talk about how marketing teams everywhere had to reconfigure their go-to-market strategies this year due to COVID, how sales and marketing are becoming more dependent on each other now more than ever, and what your colleagues in marketing are doing in order to make 2021 a successful year of growth! Check out these other resources! The D3 Methodology: http://bit.ly/2E7n2TP DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS  Manufacturing Demand book: https://bit.ly/37zkhVw

Mark Sanborn is the author of “The Fred Factor” — A best-selling book that reveals how finding passion in your work can turn an ordinary life into an extraordinary one. In this episode, Mark shares the story behind “The Fred Factor”, what it takes to be a strong leader, and how to find passion in your work so that you can begin leading an extraordinary life. Check out these other resources! DemandGen Resources Hub: https://bit.ly/2N3myz1 DemandGen Blog: https://bit.ly/3cVwnt9 DemandGen TV: http://bit.ly/37Ds3PS  Manufacturing Demand book: https://bit.ly/37zkhVw

Vincent Matano is a young and hungry sales professional with a prosperous career ahead of him. In this episode, Vincent shares what led him to landing in a sales role and how he’s managing to be successful as an Account Executive at Demandbase. Tune in as we further dive into the importance of have a strong personal brand, how Vincent creates viral content, and the top sales techniques that close deals. Vincent’s Usher video: https://bit.ly/2KuQdmI Vincent’s World’s Hottest Chip challenge video: https://bit.ly/2WicjeJ Check out the world’s hottest chip here: https://amzn.to/2W594r1 

Letitia Rodley is an award-winning marketer that knows how to scale an effective marketing organization that delivers results. In this episode, Letitia shares how to build a seamless user experience that removes friction from the buying process, while also maintaining a high level of conversions (keeping sales happy!). Tune in as we also cover how to develop SLA’s with sales, how to choose the right organization to be successful as a marketer, and how to build a united and passionate team.

Like all marketing leaders right now, Meagen Eisenberg is constantly looking for new ways to build pipeline — especially during this era of no in-person events. Tune in as Meagen shares how her marketing budget has shifted this year to prioritize digital channels, recommendations for building a strong team, career advice for those wanting to be CMO, and more.

Gretchen Hoffman is a revenue-driven marketing leader that understands the importance of transforming marketing into a revenue engine. In this episode, Gretchen joins me for a conversation on why having a revenue focus is so important and how marketing may soon surpass sales as the new primary revenue driver. Tune in as we talk about how to align and integrate sales and marketing around their common goal, how to increase revenue contribution from your install base by improving your customer experience, and how to plan your marketing programs for strong revenue growth in 2021. Resources mentioned in this episode: Guide to High-Performance Marketing: https://bit.ly/3pKaxjT [Video] Learn The D3 Methodology for Maximizing Revenue: https://bit.ly/3m2gt5q

Lisa Horner has been leading AppFolio’s go-to-market strategy for targeting and engaging key accounts, and, in this episode, she shares her recipes for ABM success. Tune in as we talk about how to approach ABM as you consider adding it to your 2021 marketing roadmap, key tactics for successful account engagement and activation, advice for those just getting started on the journey to ABM, and more.

Steve Barnard is a true agent of change that knows and understands the importance of driving demand and growing revenue. Throughout his career, Steve has specialized in transforming marketing functions into robust demand centers. Tune in to this episode as Steve shares his recipe for evolving marketing into a centralized demand center, how to align your marketing team more closely with sales in order to become more revenue-centric, and how to make an impact in your organization as a new marketing leader. Check out The D3 Methodology here: https://bit.ly/2E7n2TP Tune in to DemandGen TV here: demandgen.tv

Alicia Tillman, one of the world’s most influential CMOs, was responsible for reimagining SAP’s brand and leading the major technology company into a new era. In this episode, Alicia shares how she managed to get the whole company onboard with the rebrand, how she developed both an internal and external narrative that was widely supported, and how she aligned SAP’s rebrand with creating more value for customers while making the world a better place.

With everything that has happened this year, we’ve seen first-hand how important marketing really is when it comes to delivering digital experiences and supporting revenue growth. Stephen Frieder, President of the Americas at Adobe, joins the podcast to dive into why marketing’s contribution is more important than ever, especially during the COVID era. Tune in as Stephen and David talk about how far Marketo has come since the acquisition by Adobe almost two years ago, what B2B marketers can learn from B2C marketers, and what’s on the roadmap for Adobe as they continue to support marketers in crafting end-to-end experiences.

Susan Beermann has spent her career rising the ranks in marketing. After leading marketing and taking on CMO roles at various companies, Susan has many lessons to share with those both wanting to make it to the pinnacle of marketing and those that are wanting to do it successfully. Tune in as Susan shares her background and what it took to reach the CMO level, how to demonstrate marketing’s value to your organization and your company’s board members, and how to lead a team like a well-trained orchestra.

Mary Bermel, VP of Global Marketing Operations and Analytics at LogMeIn, has played a huge part in developing the measurement framework that allows her marketing team to prove their effectiveness and contribution to the organization. In this podcast episode, Mary shares her approach to getting started with marketing analytics and reporting, how to establish KPIs and identify important marketing goals, important tools and key roles needed for getting analytics right, and more.

Nicolas Draca has lead many marketing teams during his time as a marketing leader and has trained and coached many of today’s highly-successful marketers. In this episode, Nicolas shares his playbook for onboarding and supporting new talent and growing a team. Listen as Nicolas highlights how to set goals for new team members, how to empower people to take risks and solve problems, and, ultimately, how to build a passionate team of successful marketers.

Jennifer McAdams, Vice President of Demand Generation and Field Marketing at Progress, shares her process for evaluating and selecting new MarTech tools. Tune in as Jennifer shares where her passion for technology comes from, which tools comprise her tech stack, and how she vets technology vendors. Check out the Progress Stackies submission here: https://resources.demandgen.com/demandgen-radio-podcast/progress-stackies-awards To see how Progress is pulling together their virtual events, here is a link to their digital showcase: https://www.progress.com/campaigns/digital-experience-showcase Tune in to DemandGen TV at demandgen.tv

Judy Ash, CMO of Certent, joins the podcast to shed light on what it’s really like to be head of marketing in today’s modern marketing era. Judy shares how the CMO role is evolving and becoming more technical, but at the same time more rewarding than ever. Listen as we talk about the role and responsibilities of the modern CMO and what it takes to be a successful marketing leader.

Julie Knight took over as the Chief Marketing Officer of Unit4 just over a year ago and has been leading many major initiatives since. In this episode, she shares what that first year has been like and what it takes to drive change as a new CMO. Tune in as we talk about how marketing has evolved during the COVID era, where to start when appointed as a new head of marketing, and what it takes to rebrand a company.

As CEO of DiscoverOrg and now ZoomInfo, Henry Schuck has achieved many major milestones. From starting DiscoverOrg at the age of 23 to later acquiring ZoomInfo and now taking it public, Henry has experienced and lead all the different stages of growth that can take place within an organization. Tune in as Henry shares his lessons for growing highly successful companies, what it’s like running a public company for the first time, and his vision for ZoomInfo in 10 years from now.

After many years of managing products at companies like Marketo and Engagio, Cheryl Chavez is now joining Duetto as Chief Product Officer. With a strong background in bringing automation to companies, Cheryl is a perfect fit for Duetto — a company that helps hospitality revenue professionals automate pricing. In this episode, Cheryl shares her plans for growing and evolving Duetto’s revenue optimization platform, why automation in all industries is key for success, and the importance of strong communication between product/engineering teams and marketing teams.

As CMO at Glint, Jim Bell has built a team centered on trust and communication. In this episode, Jim shares his most valuable leadership lessons and what it takes to develop a strong team culture. Tune in to learn about how to structure your team according to different personality types and how to inspire and motivate a team.

Anna Bender has been having great success as a new Business Development Rep at Adobe. In this episode, Anna and I reconnect and reflect on all the personal and professional growth she’s experienced so far at a young age. We talk about how she has overcome adversity and developed leadership skills, what life is like as a new BDR at Adobe, and what methods she is using to be one of the top-performing reps.

Through years of experience in various senior marketing roles, Melton Littlepage has discovered what it takes for teams to be highly impactful and effective. And, he’s combined his lessons onto a single blueprint that outlines exactly how to do it. Tune into this episode as Melton and I talk about the early years of demand generation, how digital marketing has evolved, and how you can use Melton’s blueprint for high-performance marketing. Check out the blueprint here: https://bit.ly/31kacdL

Sending a simple gift to someone can create a deep connection. For sales and marketing teams, Sendoso makes sending items to prospects and customers easier than ever. In this episode, Nick Casale shares why direct mail is so powerful, what kinds of gifts you should be sending, and how you can use Sendoso to begin delighting your prospects and customers. Here’s my gift to you! Connect with me on LinkedIn and I’ll send you a free poster of The Demand Factory — A framework that maps out how to acquire and convert customers, measure impact and expand reach within your customer base. Or, download the digital version here: https://bit.ly/31YMZNf

Asking questions is the key to achieving your dreams and learning how to architect the life you want. In this episode, Mark Victor Hansen, author of over 300 books, and Crystal Dwyer Hansen, entrepreneur and certified life coach, talk about the power of asking. Listen as Mark and Crystal share why now is the time to start questioning anything and everything about your life. And, in doing so, a lot of things will be revealed. Interested in Mark and Crystal’s new book? Sign up for their book club here: askthebookclub.com

Michelle Killebrew climbed to a high level within marketing leadership by taking risks and stepping out of her comfort zone to build new skills. In this episode, Michelle shares how her career path evolved, how she got started with writing and public speaking, and why it’s important to constantly be challenging yourself. Listen as Michelle shares the importance of self-growth and how to start performing at your highest level.

In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function. In episode 6 of this series, we dive into Demand Management. Tune in as we talk about the 10 initiatives required for successfully managing demand, from developing a strategy and implementing a demand funnel to rolling out lead scoring and nurturing programs. Slide deck on Demand Management concepts from this episode: https://bit.ly/3g07Llg Blog post on The D3 Methodology: https://bit.ly/2WTfaLM Full D3 Methodology Deck here: https://bit.ly/3aOjwYz Free Lead Management book download: https://bit.ly/37zkhVw

In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function. In episode 5 of this series, we talk about the importance of proving marketing’s contribution through the use of analytics. Tune in as we talk about the 5 “C’s” of marketing analytics, how most marketing teams feel when it comes to measuring and analyzing their impact, and how to properly communicate marketing’s contribution to the rest of your organization. Check out The D3 Methodology here: https://bit.ly/3aOjwYz

Guy Kawasaki is an author, entrepreneur, and now Chief Evangelist at Canva. In this episode, we start off by talking about our early days as evangelists for Macintosh and how our careers evolved. Throughout our conversation we dive into the importance of evangelizing your product, the role of a chief evangelist, and even the ins and outs of Canva.

In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function. In episode 4 of this series, we talk about the essential elements of creating demand. Tune in as we talk about how to develop buyer personas, how create content that aligns with the needs of your customers, and how to discover and solve the pain points of your buyers. Check out The D3 Methodology here: https://bit.ly/3aOjwYz

Bruce Eidsvik is the SVP of Global Revenue Marketing at Genesys and has been leading the company’s shift towards account-based marketing. Tune in to hear how Bruce ended up in marketing after pursuing a career as a physicist, how Genesys builds and manages their tech stack, and how they've scaled their programmatic approach to targeting accounts. Take a look at Genesys’ guide to making ABM a core go-to-market strategy here: https://bit.ly/3dQn5PO

The team at ScienceLogic was six weeks away from hosting their annual user conference, one of their biggest sales and marketing initiatives of the year. Despite months of planning and budget commitment, they decided to make the event virtual due to concerns of COVID-19. Tune in as Murali Nemani and Mattie Weber share what it was like to make this decision, how they managed to pivot the conference from an in-person event to a virtual event in such a short amount of time, and how the event ended up being a massive success.

On this episode, David interviews Jon Miller, Founder and CEO of Engagio, along with Gabe Rogul, CEO of Demandbase, to provide you with the inside story on why Demandbase acquired Engagio. Hear how the deal came together, why the companies are merging, the vision for product integration, and what the union means to their mutual customers and employees.

Sales and marketing operations are overlapping more and more these days and these two functions are now uniting to become what's known as revenue operations. Brian Knaupe, Sr. Director Revenue Marketing at NetApp, joins the podcast to talk about his prior experience in both sales and marketing operations roles and how his background has prepared him to lead up a revenue operations team. Listen as we talk about the top skills needed to succeed in an operations role, why revenue operations is now an essential function, and how to unite both sales and marketing.

Migrating to a new marketing automation system requires proper planning and orchestration, especially if you’re at a very large global company and have a tight timeframe. Since Naomi Liu and her team at EFI just successfully completed their major move to Marketo, I invited Naomi onto the podcast to reflect on the project and to celebrate the successful completion of it. Listen as she shares how she got into marketing operations, the process behind the migration, advice for anyone thinking about moving to a new system, and her initiatives for 2020.

In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function. In episode 3 of this series, we talk about the importance of building both strategic and technical skills for yourself and for your team. Listen as we share how to align skillsets with your evolving tech stack, how to build up your expertise, and why having the right amount of strategic and technical skills on your team is essential for driving revenue. Check out The D3 Methodology here: https://bit.ly/3aOjwYz

A strong organizational structure is key to maximizing revenue growth. In this series, Carlos Hidalgo and I take you through all areas of The D3 Methodology - a model for redefining demand generation and better positioning marketing as a critical revenue-driving function. In episode 2 of this series, we’re diving into the importance of building the right teams and eliminating organizational silos. Tune in as we cover why now is the time to really focus on transforming and redefining how your teams operate, why it’s essential for sales and marketing to be aligned, and how to design an organizational structure focused around your buyers and their needs. Take a look at these resources mentioned in the podcast: The D3 Methodology: https://bit.ly/3aOjwYz Accountability chart: https://bit.ly/2zLnJzI 

Anna Crowe is the CEO of Crowe PR and author of Get Real, a bestselling book on the power of leadership and authenticity. In this episode, Anna shares how to be a powerful leader and how to build a strong company culture. Tune in to learn how to be a good communicator, how to transform yourself into a more genuine and authentic person, and how to evolve your sales and marketing strategies during the pandemic.

Roger Dooley is widely known for his books and research on the topics of neuroscience and removing friction from the customer experience. In this episode, we dive into both topics, uncovering what it takes to attract buyers and seamlessly convert them into customers. Tune in as we talk about ways marketers can eliminate friction, why some friction may actually be useful depending on how you leverage it, and share some of the best frictionless strategies that many of the most successful companies on the planet are using.

It’s vital for marketing executives, marketing operations professionals, and demand generation marketers, to provide an overall vision that explains what marketing needs to do within their organization to maximize revenue. A great way to do this is by using The D3 Methodology for B2B marketing that we unveil in this episode. Tune in to Part 1 of this new series with Carlos Hidalgo as we dive into this methodology, how it works, and how you can apply it within your own organization. Join us as we explore how this methodology will help you redefine how you do demand generation and how to maximize your revenue output. Check out The D3 Methodology here: https://resources.demandgen.com/the-d3-methodology-a-holistic-model-for-maximizing-revenue/demandgen-d3methodology-overview

Linda Haury was responsible for leading the major marketing transformation that took place at Tyco. In this episode, she talks about how she was able to bring the company into the digital world, turning marketing into a data-driven department, integrating and deploying new systems, and aligning marketing with sales. Linda shares how the need for digital transformation became apparent, how she was able to prove ROI to Tyco’s CEO, and why she decided to enlist DemandGen for some additional support.

In this episode with Bombora Founder and CEO Erik Matlick, we discuss what intent data is revealing about buyer behavior in the era of COVID-19. We unpack how intent data works, and how sales and marketing teams are using intent data to discover which companies are in research mode for your products or services. Check out Bombora’s recent study on how COVID-19 is impacting B2B research trends here: https://bombora.com/covid-19-b2b-intent-data/

Marketing at CARFAX has changed dramatically over the last year, shifting away from blast-and-batch methods to adopting more effective marketing strategies. And the person leading this change is Rob Bois, Head of Dealer Marketing. Listen as Rob shares the initiatives he and his team are working on and how they’re striving to achieve maximum value from their new instance of Marketo, despite obstacles being presented by the pandemic. Rob shares how CARFAX is adjusting to the current situation, how their go-to-market strategy has changed, and what sales and marketing are doing to set themselves up for future success.

Marketing has entered a new era fueled by media and driven by context. As outlined in his new book, “The Context Marketing Revolution,” Mathew Sweezey shares why context is so important and how to craft your branding and messaging to be successful in our modern world. Listen as we talk about how marketing has evolved, which brands are getting context right, and how to win customers by being authentic and contextual.

Frannie Danzinger is one of the rare sales professionals that really knows and understands how to connect with people in order to help them solve their problems. Tune into this episode to learn how Frannie has excelled in a sales role and what she does to remain successful. Listen as she shares how she got started in sales, what channels and strategies she leverages to maximize engagement, and how she adds value to the people she works with.

Courtney Wilson has been at CloudFactory for over 5 years and was instrumental in building the marketing infrastructure, programs, and team that transformed the company from its early startup days into what it is now. However, there comes a time when we must pursue other opportunities in order to grow and evolve. Listen as Courtney reflects on the work he’s done at CloudFactory, the legacy he will leave behind, and what the future looks like.

Culture plays such a vital role in building and maintaining a strong team. Tune into this episode as Teresa Almaraz, Director of Engagement Marketing at Glassdoor, joins me for a conversation on the importance of building trust with your team and becoming a powerful leader. Listen as we share what it takes to coach people and how to be a valuable mentor, why delivering feedback is so important, and how to build a strong team culture in which everyone feels empowered and impactful.

The skillsets of both sales and marketing are overlapping more and more these days and it’s essential that these two teams come together to work towards shared goals. Listen as Max Altshuler, VP of Marketing at Outreach, joins me for a conversation around sales and marketing alignment. We dive into why marketers need to step into the shoes of a salesperson, how marketing can benefit from listening to the conversations that sales has with customers, and how these two teams can better support each other for mutual success.

Chelsea Kiko has quickly transformed her career from being a barista at Starbucks to now a Marketo Champion. Tune into this episode as she shares how she discovered Marketo and how it paved the way for her career, advice for someone just getting started with Marketo, and tips and tricks for getting the most success from the platform.

Far too often Marketing’s efforts are not directly associated with driving revenue. Worse yet, when the economy slides, Marketing budgets are often slashed to protect profits. Only after the damage is done by these cuts, and top-line revenue growth is impacted, do companies try to market their way back on top. However, that is not the case at Rivermark Community Credit Union where Marketing is seen as a revenue driver. Imagine if you were regularly asked, “if we gave you more money, how would you drive more revenue?” Asked and answered! In the episode, you’ll learn how David Eldred, Director of Marketing and Digital Experience at Rivermark Community Credit Union brought in Marketo and other marketing technology tools to turn Marketing into a Revenue Center with incredible results. Listen as David shares where his passion for marketing and technology comes from and how he’s lead so much marketing innovation and impact within a financial services company.

Too often Marketing fails to prove it’s value within organizations. To help you convey marketing's contribution, and articulate what needs to get done, consider using the Demand Generation Framework that we discuss in this episode. The Demand Generation Framework is a holistic model for driving revenue across three dimensions: Demand Creation, Demand Management, and Demand Expansion. In episode one of our three-part series, Carlos Hidalgo and I share why successful Demand Creation is essential for your success. Listen as Carlos highlights the importance of creating buyer personas, why you need to be enriching and cleansing your data, and we provide actionable tips for creating demand during your upcoming events. Learn more about the Demand Generation Framework here: https://www.demandgen.com/how-to-reposition-and-strengthen-marketings-role-in-2020/

Marketing is in the midst of an identity crisis. Most marketing teams and marketing leaders are still struggling to define what they are doing, why they are doing it, and what they have accomplished. In this episode, I take you on a journey through the history of marketing and technology and how the discipline of marketing has evolved into what it is today. More importantly though, I share why it’s essential for the marketing function to now once again change its narrative and reposition itself. And, for that reason, I end this episode by introducing a new framework, known as the Demand Generation Framework - a holistic model for driving revenue growth across Marketing, Sales, and Customer Service.

Data fuels every marketing program and plays a major role in the performance and cost of all marketing campaigns. Yet, data is often a last priority for marketers. In this episode, Gaea Connary shares why data is commonly neglected, what it takes to get your data up to speed, and how much inaccurate and dirty data is actually costing you. For those who need a little help getting their data clean and pristine, checkout DemandGen’s data services here: https://www.demandgen.com/data-services.

Darrell Alfonso is a Marketo Champion and leader in the marketing automation community. Tune in to learn how Darrell’s career landed him at Amazon and why he’s so passionate about technology and marketing. Listen as he also shares some of his career lessons, such as how to quickly have an impact in a new role, along with his advice on why you should constantly be evolving, accelerating your learning, and striving for big wins. Plus, in this episode, Darrell shares what marketing operations at Amazon is like and how they manage such a complex and sophisticated deployment of Marketo.

Sabrina Killian joins the podcast to talk about how DemandGen does demand gen. Tune into this episode as Sabrina reveals how we run marketing operations internally and the strategies, programs, and tools that she is responsible for implementing and executing. Listen as Sabrina talks about DemandGen’s recent marketing automation migration, dives into our tech stack and the tools we use, and outlines many of our marketing operations best practices and upcoming initiatives.

Rob Bonham is back on the podcast to talk about the world of demand gen and the trends taking place in marketing as we move into 2020. Tune into this episode as we talk about what digital transformation looks like, how to excel at sales and marketing collaboration, the best approaches for driving demand creation, and the importance of achieving technology and systems alignment. And, as an added bonus to our listeners, you can reach out to us for a free copy of Sangram Vajre’s new book, “ABM is B2B”.

Few marketers are leveraging AI as much as Byron O’Dell and his team at IHS Markit. In this episode, Byron shares which artificial intelligence technologies he’s finding the most value from and how those tools are being used to automate sales outreach and marketing programs. Listen as we talk about the different applications for AI in marketing and what marketers can expect from artificial intelligence in the future.

Kyle Lacy is the VP of Marketing at Lessonly and is also responsible for managing a team of sales development reps. In this episode, we dive into the hot topic of whether SDRs should report to Sales or Marketing and you'll hear Kyle's passion for why SDR's should be an extension of marketing. Kyle shares why SDRs should be closely aligned with Marketing in order to maintain a cohesive strategy across top-of-funnel efforts. We also talk about the compensation models and quotas for SDRs and cover how to onboard and train a successful SDR team in your own organization.

ABM has developed into a proven strategy for helping marketers identify and target named accounts that are most likely to contribute to pipeline goals. In this episode, Pat Oldenburg of ServiceMax shares why his team made the pivot towards being more account-focused and how this has led marketing to be more accountable when it comes to pipeline contribution. Listen as Pat goes into detail on how he and his team defined and implemented an ABM strategy, how it has better enabled sale reps within the organization, how they’re keeping their data clean, and more.

Have you ever wondered what marketing might look like inside one of the world’s leading marketing technology companies? If so, you’ll want to tune into this episode as Michael Madden shares how Marketo does demand generation. Listen as Michael talks about his favorite Marketo features and functionalities, what tools comprise the company's tech stack, and what marketing programs and initiatives he’s most focused on.

Throughout our careers and personal lives, we are forced to make many major decisions and tradeoffs. Heidi Melin, CMO of Workfront, is an accomplished CMO with great insight, advice, and stories to share around career development and finding the right work-life balance. Listen as Heidi and I talk about how to know if you’re at the right company and whether or not it’s time to move on.

Dan Frohnen, CMO of Sendoso, has worked in SaaS marketing for many years and he’s learned a lot of lessons throughout his career. In this episode, Dan shares the top 10 things he wishes he would’ve known when he got started in technology marketing. From building a strong team and putting revenue first to knowing your customers and understanding your strengths, tune in to learn how to excel as a marketer in the technology space.

The world of marketing is changing continuously and new trends are forcing us to fundamentally rethink the core beliefs of B2B marketing. In this episode, Jon Miller and I talk about the future of marketing and share many of our predictions for 2020 and beyond. Tune in as we reflect on the early years of marketing automation, explore what email marketing and ABM will look like in the coming years, debunk some misleading marketing myths, and more.

Migrating to a new marketing automation system requires proper planning and orchestration, especially if you’re at a very large global company and have a tight timeframe. Since Naomi Liu and her team at EFI just successfully completed their major move to Marketo, I invited Naomi onto the podcast to reflect on the project and to celebrate the successful completion of it. Listen as she shares how she got into marketing operations, the process behind the migration, advice for anyone thinking about moving to a new system, and her initiatives for 2020.

Account-based marketing has become synonymous with B2B marketing these days. That’s why Sangram Vajre’s latest book is titled, “ABM is B2B”. In this episode, Sangram and I highlight why companies need to be doing ABM, we dive into Sangram’s ‘TEAM framework’, and we also have a little fun in the form of Family Feud-styled ABM trivia questions.

Joe Paone joins this episode of DemandGen Radio to talk about the demand generation strategy he’s built at Splunk. From planning and budgeting to choosing tech and implementing programs, Joe shares how he keeps his demand generation efforts running like a well-oiled machine. Tune in as we share how to properly budget and identify gaps in your demand gen strategy, whether or not marketing’s performance should be tied to revenue, and more.

It’s been proven that when you’re happy, you have a better life, you live longer and healthier, and you even earn more money. But often times, many of us struggle to find happiness. Dr. Elizabeth Lombardo is an expert psychologist known for her work around helping people find happiness and, in this episode, she shares how increasing the amount of happiness we have can transform our lives. Listen as Dr. E dives into the psychology of being happy, how to develop the skills required for building and maintaining happiness, and how to find passion and purpose in life.

Sheena Christensen joins the podcast to talk about her journey into her role as Marketing Manager and the initiatives she is focusing on at SGK. Being one of five members on the marketing team at an organization of 7,000 people, Sheena must operate as efficiently as possible when it comes to producing content, executing email campaigns, and driving strategy. Listen as she shares what it’s like being on a lean marketing team, how she depends on DemandGen, and what her top marketing priorities are.

Erich Ziegler managed a $320 million marketing budget when he worked for Netflix. Needing to optimize that budget and ensure it was being placed into the right demand gen channels, Erich came up with a concept he calls ‘Flex Marketing’ - a model for adjusting marketing spend to support top-performing channels. Since then, Erich has successfully applied this model at both B2C and B2B companies, including his current company, CircleCI. Listen as Erich and I dive into this model and how it works, the importance the proving ROI in marketing, and more.

Danielle Wiley, CEO of Sway Group, joins this episode to talk about influencer marketing and how brands are using it to generate more demand for their products and services. Listen as Danielle and I dive into how influencer marketing works, why more and more companies in the B2B space are adopting it, and how you can win over customers with the power of story-telling.

Vidyard just released their annual Video in Business Benchmark Report which reveals the top trends taking place in video marketing as well as secrets for successfully leveraging video. In this episode, Tyler Lessard joins to share some of his video marketing expertise and to cover some of the findings from the report. Tune in as we talk about how to build a video content strategy, why video is such an effective channel, and where to find the resources needed to help you get started with video.

Being a marketer at a startup can be challenging, but it can also be extremely rewarding and fulfilling. Ian Brown, Director of Marketing at Turbo Systems, has worked at companies of all sizes, from global corporations to very early-stage startups. In this episode, Ian talks about some of the companies he's helped build from the ground up and shares his view on whether or not marketers should work for a startup at some point in their careers. Listen as Ian covers what it’s like running marketing at a startup, how marketing is perceived at a startup vs. a large company, and how startup experience can set you up for long-term success as a marketer.

Marketers have an array of pain points and challenges that they turn to DemandGen for help with. And as VP of Sales, Rob Bonham is on the frontlines of uncovering and solving those problems. In this episode, Rob returns to share what he’s seeing in the market and what marketers are struggling with most these days. Tune in as we talk about everything from ABM and digital transformation, to sales and marketing alignment and sales’ involvement in the martech stack.

Jordan Paris is a 21-year-old entrepreneur who runs a wildly successful podcast. In this episode, he shares how and why he started his podcast and how podcasting propelled the growth of his business and personal brand. Tune in as Jordan shares how he remains so driven and accomplished at an early age, what lessons he’s learned from starting his podcast, and how you can benefit from starting your own podcast.

In early 2019, DiscoverOrg acquired ZoomInfo which is further evidence that big things are taking place in the world of data. This week was the official rebrand and launch of their new platform. Returning guest, Henry Schuck, CEO of DiscoverOrg and now ZoomInfo, joins me back on the podcast to share the story behind the acquisition and what it means for those using data to power their marketing programs and go-to-market strategies. Listen as we also dive into the importance of data, why you need to develop ideal customer profiles, and how to implement strategies for successful data management.

Throughout our careers and personal lives, we are forced to make many major decisions and tradeoffs. Heidi Melin, CMO of Workfront, is an accomplished CMO with great insight, advice, and stories to share around career development and finding the right work-life balance. Listen as Heidi and I talk about how to know if you’re at the right company and whether or not it’s time to move on.

The marketing operations role has evolved over time from simply being a function responsible for technology onboarding and enablement into a part of marketing that now has a huge impact on defining and delivering a cohesive customer experience. Avnita Gulati, Sr. Director, Global Marketing Operations at Visa, talks about this transformation of marketing operations and shares what the future of marketing ops looks like. Listen as we talk about how to identify gaps in your stack, how to maximize the investment on your technologies, and more.

With a massive amount of open positions and a limited number of marketers to fill those positions, the current job market looks promising for those in the marketing profession that are considering a career move. Michael King is back on DemandGen Radio for a second time to highlight the current state of the job market and to share his advice for making a career pivot. Michael and I talk about current hiring trends, highlight how companies are attracting top talent these days, and share insight on how to know if you’re ready for the next big move.

Nick Robinson has his sights set on becoming a CMO. As Head of Digital Marketing at SAP, Nick knows what it takes to rise through the ranks of marketing and his goal is to make it to the c-suite. But is he ready for the CMO role? In this episode, Nick shares why the CMO role interests him, how to set goals and define a path for achieving those goals, and what you can do to prepare yourself for the next step in your career.

Sydney Sloan, CMO at SalesLoft, joins this episode to share what it’s like to lead marketing at a SalesTech company. Sydney reveals how marketing is viewed in her organization and what the internal partnerships between marketing and sales are like. Tune in as Sydney also reflects on her journey as a marketer, dives into what it takes to build and maintain a solid company culture, and shares her thoughts on remaining career-driven and finding happiness at work.

Video is a powerful channel for developing genuine and authentic communication with your audience. Dave Savage, CEO of Mortgage Coach, shares how and why he started created video content and the success he’s seen from it so far. Dave also shares how to develop a content strategy, how to get started with very little gear and technology, and how to deliver lots of energy that results in high engagement for your videos.

McGraw-Hill is a company that has historically been know for producing physical content like books. But as the digital era has evolved, McGraw-Hill has gone through great digital transformation, making much of the content and educational resources they produce available online in the form of ebooks, web-based learning solutions, and interactive online programs. Marisa Cavanaugh shares what that transformation was like and how she built a unified infrastructure for organizing content and improving the overall content experience. Listen as Marisa and I talk about whether or not to gate your content, how to measure the success of your content, and the power of Uberflip as a tool for improving content experience.

Radical Candor, a best-selling book by Kim Scott, was written to shed light on the way we communicate with our colleagues and to provide a framework around how to best give, and receive, feedback. Oftentimes we’re afraid to give honest and candid feedback or, in some cases, we’re too aggressive and confrontational in the way we communicate. In this episode, Amy Sandler, CMO at Radical Candor, covers a lot of the concepts from the book and shares why practicing radical candor is so important and exactly how to do it. And, if you’re looking for a little laugh, here’s the video I put together illustrating what communication between sales and marketing is really like: http://bit.ly/2xGRYDv

David Portnowitz may have taken a non-traditional path into the world of B2B marketing but his background in B2C has led him to be a highly successful marketer. Tune in as David shares his passion for being so customer-centric as well as his thoughts on what B2B marketers need to do to be better when it comes to targeting and engaging potential customers.

Sonnia Hove is a true agent of change and, in this episode of DemandGen Radio, she talks about some of the initiatives she’s driving at PODS. From enabling and training sales to implementing new technologies and processes, Sonnia shares how she’s working towards building a high-performance revenue generation machine. Listen as we talk about the challenges of implementing and adopting new technologies, what it takes to drive new marketing initiatives forward, and touch on how to learn from your mistakes.

ABM has developed into a proven strategy for helping marketers identify and target named accounts that are most likely to contribute to pipeline goals. In this episode, Pat Oldenburg of ServiceMax shares why his team made the pivot towards being more account-focused and how this has led marketing to be more accountable when it comes to pipeline contribution. Listen as Pat goes into detail on how he and his team defined and implemented an ABM strategy, how it has better enabled sale reps within the organization, how they’re keeping their data clean, and more.

Ben Harris is the CEO of Decibel and he joins this episode to talk about improving the overall engagement and experience of your website. Tune in as Ben shares how you can drive more revenue by understanding the full experience of people visiting your site and how you can keep them in the buying cycle by improving navigation and removing painpoints.

Andre Yee is a veteran in the martech space and, since leaving Oracle several years ago, Andre has moved on to found his own company aimed at helping marketers drive more revenue through account-based marketing. Tune into this episode as Andre shares why he started Triblio and what he’s learned so far from building a startup. Andre and I share our personal stories on how we both got our companies off the ground, we reveal why having a strong company culture is so important, and we also highlight the importance of failing fast and knowing when you need to make pivots.

Poor data is one of the biggest factors limiting sales and marketing teams from achieving maximum performance and keeps companies from reaching full revenue potential. John Kosturos of RingLead joins me in this episode to talk all things data, from data management processes and best practices to the cost of dirty data and why it’s often neglected. John and I also talk about the partnership our two companies have formed and dive into the many benefits and features of RingLead’s data quality platform and DMS solutions. Tune into this episode to learn how to get your database in shape and how RingLead and DemandGen can help get you there!

Carlos Hidalgo joins the show to talk about the struggles of achieving the American dream, or rather “UnAmerican Dream”, the title of his upcoming book. In this episode, Carlos shares how he became addicted to his work and how it severely affected his personal relationships. Listen as Carlos shares how to set boundaries when it comes to your career, how to make major career pivots, and other lessons that he had to learn the hard way.

When it comes to sales enablement, there is often a disconnect between sales and marketing teams. Melissa Madian, an expert on sales enablement, joins the program to share how you can make your sales teams more efficient with the right tools, processes, and enablement strategies. Listen as Melissa and I dive into what it takes for marketing to truly support sales reps, how to define effective sales enablement processes, and when you should and shouldn’t purchase new sales enablement technologies.

Sales and marketing alignment is so critical that I often use a special word to describe the full integration of these two teams: Smarketing. VP of Sales, Rob Bonham is back on the program to join me as we talk about sales and marketing alignment. We share what it takes to actually align these two teams and how they should work to drive revenue growth. Listen as we highlight how to set revenue targets and how to set up a sales organization for success.

In the final episode of our mini-series on Women in Revenue, Julia Stead shares her experiences as a driven career woman and mother. Listen as Julia answers what it’s like to be a woman in the workplace today and highlights how she built the confidence required to be a successful leader in marketing. As a mother of two young children, Julia shares some insight on when to have kids during your career and how to co-parent with a spouse that is equally career-driven.

Tracy Eiler joins part 2 of 3 in this mini-series on Women in Revenue to talk about what it’s like to achieve career growth while going through very tough times. From experiencing abuse, followed by divorce and then raising a child as a single mom, Tracy shares her story on how she has managed to achieve major success in her career despite the immense challenges. Listen to this inspiring conversation as we talk about the evolving workplace, setting boundaries in work and life, and what it’s like being a woman in today's workplace.