Pipeline Visionaries

Caspian Studios

CMOs and demand gen leaders dive head-first into their strategies and tactics for building a demand gen machine. read less
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Episodes

Where to Play and How to Win
Yesterday
Where to Play and How to Win
This episode features an interview with Kady Srinivasan, CMO at Lightspeed Commerce, a commerce platform that helps merchants innovate to simplify, scale and provide exceptional customer experiences. In this episode, Kady discusses the importance of understanding your segments so you can talk about the value proposition for each segment appropriately. She also dives into the process of determining where to play and how to win at Lightspeed Commerce.Key Takeaways:You need to understand your segments in order to ensure that you are talking appropriately about the value proposition for each segment. Go through the exercise of determining where to play in the market and how you can win there. Gain clarity regarding the choices that you are making and where you should say no. Position yourselves as a partner, instead of the provider of a product or service, when you are building your brand. Quote:“The short-term focus on the short-term ROI is a big problem. And then the second thing is like the unattributable spend and how to make the right business case for it. I'll say as a tee up to our budget masterclass, when we do it,  there are three segments of metrics that I've realized, uh, CFOs care about: there's volume, which is usually your MQL, SQL, closed one, you know, whatever that is, right? Then there is the velocity bucket, which is time to close, or time to first transaction, time to XYZ, whatever that is, time to first touch. And then the third one is efficiency. So it could be ROAS, it could be sales and marketing as a spend, as a percentage of spend. If you can convincingly present these three buckets  or the right kind of information in these three buckets, you get a lot of mileage out of your conversations.”Episode Timestamps: *(02:49) The Trust Tree: Leading the shift towards prioritizing higher value ICPs *(23:45) The Playbook: Managing brand building as CMO at different companies *(36:08) The Dust Up: The translation problem *(38:50) Quit Hits: Kady’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Kady on LinkedInLearn more about Lightspeed Commerce Learn more about Caspian Studios
Showing Up for Customers Through Your Product
14-05-2024
Showing Up for Customers Through Your Product
This episode features an interview with Smita Wadhawan, CMO at SimplePractice, a leading practice management software company for health and wellness professionals.In this episode, Smita discusses the importance of keeping your customers at the center and incorporating their voice. She also dives into educating the customer about the value of your product and then showing up for them through that product.  Key Takeaways:Customer feedback should be taken very seriously and it is worth creating a formal process to give customers a chance to share their thoughts. It’s important to arm yourself with data and examples when trying to sell your ideas internally, or you won’t be able to push them through.The website can serve as your sales function and you should experiment with how the website can “work harder for you”.Quote: “So I would literally think of the marketing strategy as the full funnel from building the right product to getting the product in the hands of our customers, to making sure they use the product and get the most value out of it. And then last but not the least using our communications and our creative to tell the stories which put our customers front and center. We don't use models. We don't use actors. All our creative is telling authentic stories and they are all our customers. That is something that's really key to our brand, always honing in on our customer and having them do the storytelling for us.”Episode Timestamps:*(4:43) The Trust Tree: Fulfilling your obligation to your customers, who rely on your product*(15:42) The Playbook: Customer referrals as the largest source of acquisition*(34:45) The Dust Up: Advocating for staff to support conversion rates on the website*(38:03) Quick Hits: Smita’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Smita on LinkedInLearn more about SimplePracticeLearn more about Caspian Studios
Strategically Organizing Your Own Customers
07-05-2024
Strategically Organizing Your Own Customers
This episode features an interview with Kristin Russel, CMO at symplr, a company that offers healthcare operations solutions, anchored in governance, risk management, and compliance.In this episode, Kristin talks about not only creating a category, but also creating roles for the people who work in that category, in an effort to organize their customers. She also discusses going to market with the human in mind and authentic marketing.  Key Takeaways:Creating a category involves driving brand recognition, but it also requires educating your customers and thinking about creating jobs within the category you are building. If you have a smaller budget, “brandquisition”, focusing on brand acquisition efforts with a very recognizable brand, can be a useful strategy.  Prioritize featuring real people on your website. Focus on creating content and going to market authentically with real people in mind. Quote: “When you think about creating a category, we're also thinking  about how do we create people who work in that category? How do I create a healthcare operations director or the manager of healthcare operations for workforce? And so, crazily enough, thinking about not just our content, but also working with our training team, working with the ways that we're reaching out and organizing our own customers.”Episode Timestamps:*(5:56) The Trust Tree: Going to market with the human in mind*(20:58) The Playbook: “Brandquisition” and SEO*(38:13) The Dust-up: Using the “Lencioni approach” to work through disagreementsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Kristin on LinkedInLearn more about symplrLearn more about Caspian Studios
The Niche Media Approach
30-04-2024
The Niche Media Approach
This episode features an interview with Shane Murphy-Reuter, CMO at Webflow, a company that offers non-coders the ability to design, build, and launch powerful websites. Shane discusses the importance of the website and the value of being able to build quickly without coding knowledge and without making sacrifices in quality. He also dives into the efficacy of paid and organic search investments and the niche media approach.    Key Takeaways:You should align your content strategy with how people consume content, which is in a more niche way.Invest in the conversion rate on your website. Can you support the people who come to your website? How much are you spending on traffic generation versus conversion rate optimization?Across marketing and sales, pace is important. Think about how to organize your team and empower them to go from concept to execution quickly.Quote: “This concept of niche media is to align our media buying strategy with how people consume content, which is a much more niche way. So right now we've just done, I think, five different podcast sponsorship deals with podcasts that are consumed by CMOs, which is our new target market. Marketing events, right? Talk about Forrester, Gartner. Where are CMOs? Where are they consuming content? Where are they listening to things? Go be there.”Episode Timestamps: *(14:05) The Trust Tree: Creating a bifurcated marketing team *(31:49) The Playbook: The efficacy of paid and organic search *(40:48) Quick Hits: Shane’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Shane on LinkedInLearn more about WebflowLearn more about Caspian Studios
Bringing Value at Every Stage of the Customer’s Journey
23-04-2024
Bringing Value at Every Stage of the Customer’s Journey
This episode features an interview with Narine Galstian, CMO at SADA, an IT Services and Consulting company that helps customers move to the cloud and then innovate and explore what is possible on the cloud.In this episode, Narine discusses fostering ongoing conversations with customers and focusing on getting customers for life. She also dives into the importance of providing value at each stage of the customer journey and meeting customers where they are. Key Takeaways:It’s important to ensure that you are providing value to your customers at every stage of their journey and having ongoing conversations with them. You need to meet your customers where they are and be very mindful of their time. Customers may no longer be near their company headquarters, so you need to know where your decision makers are really sitting. Going to your customers allows you to create a more intimate experience and have a more captive audience. Quote: “ I think you have to kind of go where the customer is. While travel budgets are being cut everywhere right now, right? Everybody's very budget-conscious. You have to be mindful of everyone's time and make sure that you're bringing value to them. When we go on these roadshows, we're really investing time into putting these together and making sure that when the customer is coming to sit with us for 2, 3, 4 hours, that we're bringing value to them at every stage. And they appreciate that. They appreciate the fact that we're coming to them and they're not having to take time out of their schedule to fly across the country to sit in sessions that may not be relevant for them because they're too general at some of the big conferences, right?”Episode Timestamps:*(03:38) The Trust Tree: Ensure the marketing strategy is in sync with sales*(10:24) The Playbook: Investing in events and digital tools*(25:23) The Dust-Up: Being accountable and taking ownership of failures*(26:48) Quick Hits: Narine’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Narine on LinkedInLearn more about SADALearn more about Caspian Studios
The Future of Gifting is AI Enhanced
16-04-2024
The Future of Gifting is AI Enhanced
This episode features an interview with Kris Rudeegraap, Co-CEO, Sendoso, the leading gift sending platform that helps companies stand out by giving them new ways to engage with customers throughout the buyer’s journey.Kris talks about the value and the future of gifting, diving into how AI will enhance gifting efforts and creative ways companies use gifting to build trust with their customers. Key Takeaways:Gifting allows companies to engage with their customers in creative ways throughout the buying journey, helping them stand out from the competition.Utilizing data allows companies to send the right gift to the right person, and to be thoughtful with timing, messaging and the location it is sent to. The future of gifting will be enhanced by AI and will be automated.  Quote: “How AI can affect, what is the right gift to send? So, I think the plethora of data that we're sitting on from tens of millions of sends and what we're having access to through a lot of really interesting data that we've built from AI, but also through data that's available through third party enrichments. We'll be able to say, hey, does Kris like golfing? Or does Kris like tennis? And so there's interest graphs that we've built that will really help decide, okay, Kris gets this, it's going to resonate with him more. Then it's like, okay, where's the best place to send it?Is it his house? Is it an office? So, we can use data for that. We can say the timing, is it good to send it today for this prospect, or do we think that timing when they just went to your website, looked at your pricing page, and we want to trigger that. So, there's different reasons why you want to have timing be important.The message. So, we launched last year, a gift message rider, either the e-gift message or the handwritten note message. And so now we can craft a better message than, say, an SDR can write, by using AI. And I think writing is a key area there. So all that will make it easier to get the right gift to the right person and drive better results.”Episode Timestamps:*(37:26) Quick Hits: Kris’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Kris on LinkedInLearn more about SendosoLearn more about Caspian Studios
Defining the Enemy When Rebranding
09-04-2024
Defining the Enemy When Rebranding
This episode features an interview with April Moh, CMO at Kyriba, leader in cloud treasury and finance solutions, delivering mission-critical capabilities for cash and risk management, payments and working capital solutions.In this episode, April shares her expertise on managing perceptions through PR and building a demand creation arm from scratch. She also dives into the process of rebranding, and the framework they used when crafting their strategic narrative.  Key Takeaways:To maximize your PR efforts, make sure you have a clear idea of the perceptions that you want to drive and how you are currently perceived among your audiences. When rebranding and recrafting your strategic narrative, define who the enemy is, and who the hero is. Find ways to quantify your demand creation arm beyond just direct ties to short-term revenue and be prepared to see results from that engine two years down the line. Quote: “A rebrand is more than just look and feel. A lot of it is also about what is that story and what is that strategic narrative? And for us, we worked through a very simple framework, which is to define what the enemy is. So the enemy represents the current way of work that is not productive for CFOs or treasurers. And then what the hero is. So how do we position ourselves as being able to really add value in solving that problem?”Episode Timestamps:*(12:21) The Trust Tree: Creating a scalable, repeatable marketing engine *(19:02) The Playbook: Paid media, PR and events*(34:18) The Dust Up: Changing a beloved mascot *(37:41) Quick Hits: April’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with April on LinkedInLearn more about KyribaLearn more about Caspian Studios
Brand as the Hub of Your Go-To-Market Approach
02-04-2024
Brand as the Hub of Your Go-To-Market Approach
This episode features an interview with John Solomon, CMO at Therabody, the wellness tech pioneer that brought us the Theragun, among other products that optimize human performance and unlock the body's natural ability to achieve health and well-being.In this episode, John shares his strategy to overcome the “Kleenex problem”and dives into how they prioritize the entry point to their brand. He also talks about how he structures his team with the brand at the center to avoid silos and strengthen their go-to market strategy.Key Takeaways:Focus on the product that serves as the entry to your brand to get customers into your ecosystem. Distinctive brand assets are essential and need to be protected, especially for companies facing the “Kleenex problem”, when their product name becomes synonymous with the product and less associated with the company brand.Structuring your brand team at the center of the marketing function helps avoid siloes and strengthens your go-to-market strategy.Quote: I'm a big believer that your kind of brand team has to sit in the middle. It's the hub of your going to market approach, right? And so I have the brand team really thinking about it in those three areas that I talked to you about before, the performance, wellness, and beauty. And then we have specific brand managers that really think about specific audiences. But that's who's driving the integrated process. That’s who is bringing the functions together, saying, hey, we're launching this product, or, hey, we got Mother's Day, or, hey, this week we have sleep week. And then bringing together what's influencer, what's PR, what's the site, what's email, what's media, what all of those teams are doing to drive that integrated process.So that's what I'm a really big believer in and how you structure things. Or else it becomes really siloed. It becomes fragmented. You have one team going over there shooting that content. Another team going over there doing that and it oesn't hang together. It's not bigger. It's not like 1 plus 1 equals 4 or 5.Episode Timestamps:*(13:19) The Trust Tree: Addressing the “Kleenex problem” *(34:27) The Playbook: Capturing attention through television *(45:03) Quick Hits: John’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with John Solomonon LinkedInLearn more about TherabodyLearn more about Caspian Studios
The Customer Journey Isn’t a Funnel - It’s a Spiral
26-03-2024
The Customer Journey Isn’t a Funnel - It’s a Spiral
This episode features an interview with Sun Lee, CMO at BigPanda, a software company that enables organizations to organize and mobilize the world’s DevOps and ITOps data.In this episode, Sun shares why she no longer thinks about the customer journey as a traditional funnel, why it's important to "go big or go home on events", and the importance of face-to face human interaction.Key Takeaways:The traditional funnel may not be the best way to think about the customer journey; it is more like a spiral.It’s better to invest heavily in a few meaningful events, than to do many events each year.As a new CMO, don’t be afraid to be vocal on what could be better across functions.Quote: “One thing that I always tell people is the traditional funnel is dead. When you interview with a startup CEO, they will tell you, we have a pipeline problem, we have a sales funnel problem, or we have a product marketing problem. They have a lot of problems, they're trying to classify that into a certain org or function. And the one thing that I say is, it's actually all of the above. Because how people buy these days, it's not like you become a stage one prospect, you become two or three, four, and then you're down to, and then one activity will move you through the funnel. Like the concept actually doesn't exist. So if you look at the customer journey that we have from a BigPanda perspective, it's like a giant spiral.”Episode Timestamps: *(03:41) The Trust Tree: Structuring the team to match the customer journey*(13:17) The Playbook: PMM budget as a priority*(32:54) The Dust Up: Brand tensions moving into new markets*(36:00) Quick Hits: Sun’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Sun Lee on LinkedInLearn more about BigPandaLearn more about Caspian Studios
The Venn Diagram of Content Marketing
19-03-2024
The Venn Diagram of Content Marketing
This episode features an interview with Gerardo A Dada, CMO at Catchpoint, a company that increases retailers' internet resilience by catching issues in the internet stack before they impact business.In this episode, Gerardo discusses his ungated content strategy and the venn diagram of content marketing. He also shares his thoughts on sticking to your ICP and his strategy to only go after high intent marketing leads.Key Takeaways:When thinking about your content marketing, you should find content that fits within three concentric circles.It’s important to stick to your defined ICP and Gerardo has chosen to only go after high intent marketing leads.Marketers should stay disciplined and should avoid artificially inflating demand. While there is a role for bribery in marketing, it can be easily misused.Quote: I believe that the best content marketing strategy, especially if you're in a position where you're trying to educate the market, you're trying to establish thought leadership, is finding that space in the center of three concentric circles.One is what your audience cares about. The other one is what you know more than anybody else. And the third one is what the technology or the point of views that will predispose your prospects to buy, or increase the likelihood of them to buy.Episode Timestamps: *(6:44) The Trust Tree: Defining and sticking to your ICP *(28:25) The Playbook: ABM strategy, content and intent*(50:03) Quick Hits: Gerardo’s quick hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Gerardo on LinkedInLearn more about CatchpointLearn more about Caspian Studios
Brand as a Competitive Advantage
05-03-2024
Brand as a Competitive Advantage
This episode features an interview with Mark Viden, SVP of Brand at CommonSpirit Health, a non-profit that operates 140 hospitals and more than 2,200 care centers serving sites across 24 states.In this episode, Mark discusses building an emotional connection with the consumer, using your brand promise as an operating principle and his focus on sharing the amazing stories in the healthcare industry. Key Takeaways:When brand promises are guiding principles for company operations, it creates a competitive advantage. When building a brand, focus on the people in your ecosystem and on creating an emotional connection with the consumer.Quote: “What I see and have seen all the time is the competitors will start to nibble at what we do. They'll start to come in and borrow some of our themes. But they never stay with it because, again, I think kind of the flavor of the day and then the shiny object over there captures their attention and they're on to something else. Where we have this anchoring principle, “Hello humankindness” that, again, is seeded through so many areas of the organization.It is our brand promise.”Episode Timestamps: *(04:19) The Trust Tree: Building an emotional connection with the consumer *(16:12) The Playbook: Creating value alignment *(30:44) Quick Hits: Mark’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Mark Viden on LinkedInLearn more about CommonSpirit HealthLearn more about Caspian Studios
Strengthening Your Sales Relationship
27-02-2024
Strengthening Your Sales Relationship
This episode features an interview with Leslie Henthorn, CMO at Ironclad, a contract lifecycle management software that provides a secure way to create and collaborate on contracts.In Leslie’s return to the podcast, she discusses navigating the shifts in AI, Ironclad’s influencer strategy, and getting into the psyche of your target persona. She also talks about strengthening your relationship with sales and prioritizing alignment even when you have a strong inbound funnel.Key Takeaways:It’s important to get into the psyche of your target persona and to think about their frame of mind day-to-day.You need to nurture your sales relationship, even when you have a strong inbound pipeline.When working with influencers, it is important to find people that truly believe in the work that the company is doing and are genuine fans of the product.Quote:“We have tried to grow closer to sales and really support outbound in a way that marketing hasn't before. I think when you have a strong inbound funnel, sometimes your sales relationship isn't as strong as it should be. Yeah, you might be watching conversion and you might be watching how things are moving forward to pipeline, but it's easy to go like this after that. And when you start to understand that new business shouldn't drive your entire company strategy, that customer adoption, cross sell, understanding the logos you want to go after. This is something we've really been working on.”Episode Timestamps:*(11:02) The Playbook: Changing tactics over the last yearSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Leslie on LinkedInLearn more about IroncladLearn more about Caspian Studios
Using Incentives to Drive Impact
20-02-2024
Using Incentives to Drive Impact
This episode features an interview with Dana Barrett, VP of Marketing at Tremendous, a company that offers a simple way to send rewards and payouts around the world.In this episode, Dana discusses the ways that incentivizing your ideal customer provides impact across use cases, whether you are looking to build pipeline, drive sales, get participants in studies, etc. She also talks about carefully identifying your target persona and focusing on a small number of priorities.Key Takeaways:Incentives are a great way to drive impact, regardless of your use case (generate pipeline, sales, gaining study participants, etc.)It’s important to find the sweet spot when incentivizing. Don’t offer a discount so high that people take the offer without any interest in the product; make it just low enough that it attracts people who genuinely have an interest.Define your ideal customer persona and stay focused on a few key items to go after them.Quote: “ Incentives, regardless of your use case, are a great way to drive impact. Whether you're trying to grow pipeline. Whether you're trying to drive sales. Whether you want to make sure people participate in your studies, and you can recruit people in global markets that you're trying to figure out how to get people to just respond or participate. And so based on what we do, we're starting to see some best practices or things that can actually position you better to reach your ultimate goal, which is sales, pipeline, et cetera.”Episode Timestamps: *(02:52) The Trust Tree: Building awareness of brand and category*(14:11) The Playbook: Investing in content*(28:17) The Dust Up: Diffusing tension between product and sales *(30:07) Dana’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Dana on LinkedInLearn more about TremendousLearn more about Caspian Studios
Accountability in Experimentation
13-02-2024
Accountability in Experimentation
This episode features an interview with Riikka Söderlund, CMO at Katana Cloud Inventory, a company that provides SMBs with easy-to-use inventory management software, to get them the real-time data that they need.In this episode, Riika discusses staying accountable for intentional experimentation, how she invests in talent and why she dislikes the term “marketing strategy”. Key Takeaways:Experiments should improve results and should fit within goals. Including experiments in your overall budget, instead of pulling them into a separate, “experimental budget” keeps you accountable. Talent development is an uncuttable item and marketing leaders should align individual growth aspirations with company goals. Being right isn’t always enough. Marketing leaders need to be strong internal communicators and influence opinions to get the right results. Quote: “ I have a gazillion other marketing KPIs, of course, but at the end of the day, if we're not driving revenue, then it doesn't matter. I am not a fan of measuring leads or MQLs. Honestly, revenue is the only metric that tells you, did you generate pipeline? Did you reach the right audience? Is your value proposition correct? And is your brand resonating with that target audience? It's the only one that combines all the aspects of marketing.”Episode Timestamps:*(02:42) The Trust Tree: Why Riikka doesn’t believe in the term “marketing strategy”*(12:53) The Playbook: The importance of content and intentional experimentation *(31:54) The Dust Up: Becoming a strong internal influencer*(33:45) Riikka’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Riika on LinkedInLearn more about KatanaLearn more about Caspian Studios
Be the Easiest Company to Buy From
06-02-2024
Be the Easiest Company to Buy From
This episode features an interview with William Tyree, CMO at IntelligenceBank, a platform that helps marketing teams get brand and legal approved content out the door faster. In this episode, William discusses his focus on being the easiest company to buy from, the importance of empathizing with buyers, and how customer buying behavior has changed over time. Key Takeaways:Buyers have a hard job and marketers need to prioritize making their company easy to buy from.Product marketing needs to be about empathizing with buyers, not just pitching the good things about your product.Quote: “My goal is to make IntelligenceBank the easiest company in our space to actually buy from. Buyers have a hard job. It's really hard to lasso all those different people on your buying committee and get them to agree on you as a vendor. So, to be the easiest, we have to assume that buyers are going to conduct at least three quarters of their research before they even talk to a seller.”Episode Timestamps:*(05:17) - The Trust Tree: The complex roles for people in charge of brand *(16:15) - The Playbook: Becoming easy to buy fromSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with William Tyree on LinkedInLearn more about IntelligenceBankLearn more about Caspian Studios
Investing in Community and Relationships
30-01-2024
Investing in Community and Relationships
This episode features an interview with Celia Fleischaker, CMO at isolved, a trusted HCM leader that provides software and services to meet the needs of HR professionals. Through their partner network, they reach more than 5 million employees and 145,000 employers across all 50 states. In this episode, Celia shares with us how they are investing in and amplifying their engaged community as well as how their focus on relationships and primary research supports their marketing efforts.Key Takeaways:Coming into a company with an engaged customer base is a welcome challenge for a CMO, and amplifying that engagement is imperative. It’s worth investing in primary research, to better connect with customers in ways that are actually of interest to them. There is a continued convergence between customer experience and marketing. Leveraging data and information from customer service and blending that with marketing helps clarify what customers need. Quote: I think there's such a cool convergence between customer experience and marketing. And I think they are just continuing to get closer and closer. At Verint, where I was before, I worked in the CX space and we saw it there a lot, a lot of our customers realizing the power of taking customer experience, customer service information, blending that from a marketing perspective. And the amount of data that you get that really points to what you need to be doing for your customers,  where they are at a relationship point with you.And that's what I think with the CXO role, the customer experience role here, taking that, looking at that from customer service perspective, from a marketing perspective and pulling things together to look holistically at what is it that we can do both internally and externally to drive a better experience and how is that going to benefit, yes, our customers and the satisfaction that they have, but from a marketing perspective, there's so much opportunity to better understand what your customers are going through and it just puts you in this better position. Episode Timestamps:*(04:36) - The Trust Tree: Creating demand within community*(08:15) - The Playbook: Investing in primary research*(33:49) - Quick Hits: Celia’s Quick Hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Celia on LinkedInLearn more about isolvedLearn more about Caspian Studios
Being the “Voice of” and “Voice to” the Market
23-01-2024
Being the “Voice of” and “Voice to” the Market
This episode features an interview with Kimberly Storin, Chief Marketing and Communications Officer at Zayo Group, a leading telecommunications company with a network that stretches over 16.8 million fiber miles and spans 141,000 route miles across North America and Europe.  In this episode, Kimberly shares with us how she built an end-to-end marketing organization within Zayo and demonstrated the value of the marketing function, diving into expanding their buying committee and creating a “Shark Tank'' mindset where people share their best ideas. Key TakeawaysMarketing can be  undervalued as a function and collaborating with C-suite peers is essential to a CMO’s ability to demonstrate their impact on revenue for the organization.At the end of the day, marketing needs to be the “voice of” and the “voice to” the market, and needs to avoid short-term, quarter-by-quarter thinking.There is value in shifting to a “Shark Tank mindset” and having people bring their ideas, then funding great ideas.Quote:“At the end of the day, we really just need to be the voice of and the voice to the market. If we're thinking about in-quarter revenue, we're not doing our job. Our job is to be thinking about the next quarter, next year, next five years, and how do we position the brand for the maximum growth efficiency. And yet so often I talk to CMOs who are stuck in this, well, what did you do for me this quarter? And if that's where marketing is focused, then marketing will never be successful.” Episode Timestamps:*(03:43 ) - The Trust Tree: Expanding your buying committee *(15:19) - The Playbook: Investing in the top of the funnel*(35:37) - The Dust-Up: Learning to have constructive conflict*(39:01) - Quick Hits: Kim’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Ian on LinkedInConnect with Kimberly on LinkedInLearn more about Zayo GroupLearn more about Caspian Studios
Using Neuroscience to Understand Your Customer
16-01-2024
Using Neuroscience to Understand Your Customer
This episode features an interview with Esther-Mireya Tejeda, CMO at Anywhere Real Estate Inc., a leader of integrated residential real estate services, whose portfolio includes some of the most recognized brands in real estate. In this episode, Esther-Mireya discusses how marketers should consider themselves “business psychologists” and shares how she is incorporating neuroscience research when creating customer personas.Key Takeaways:Buying decisions for customers often have more to do with subconscious, emotional drivers that cannot be articulated in surveys or focus groups.Marketers should think about themselves as “business psychologists”, and can use neuroscience to better understand subconscious drivers for their customers.Marketers need to maintain connectivity to business objectives and avoid the trap of short-term thinking.Quote: “We have been really trying to get to the unconscious emotional makeup of consumers that set up their predisposition to like or dislike and to behave or not behave in particular ways. I call that the layer below the things that we are already measuring. And it's based on this premise that over 95 percent of our human behavior. is actually rooted and driven by unconscious emotions that we're not even aware of. So it's not stuff that I, as a consumer, would be able to articulate in a focus group.It's not things that I would be able to, as a consumer, articulate in a survey. And so it is our job as marketers, if we think about ourselves as business psychologists, to get further down and deeper into that mindset, to get to the heart set to understand those things. And that's really what this is about.”Episode Timestamps:*(08:24) - The Trust Tree: Buying decisions are largely unconscious *(26:13) - The Playbook: Research and insights are essential to success*(37:23) - The Dust Up: Leaving what isn’t right for you Sponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with on Esther-Mireya LinkedInLearn more about Anywhere Real Estate Inc.Learn more about Caspian Studios
Creating Demand Starts with a Story
09-01-2024
Creating Demand Starts with a Story
This episode features an interview with Ben Slater, SVP of Marketing at Beamery, a Talent Lifecycle Management platform that empowers companies to understand the skills and capabilities they have, build more agile workforce plans, and attract, retain, upskill, and redeploy their workforce.In this episode, Ben encourages companies to think about the future of their workforce, shares why internal marketing efforts are often overlooked but shouldn’t be, and why leadership should have their hands in choosing talent. Ben also talks about how creating demand starts with a story and how they go about just that at Beamery.Key Takeaways:HR is an increasingly strategic part of the organization. How companies think about the future of their workforce impacts how they can achieve their business objectives. The internal role of marketing is one of its most overlooked functions. Marketing has an amazing opportunity to be the internal communications engine that brings people back to the “why” of the organization.Creating demand starts with a story. Specifically, demand starts with a story that is not just about your product, but about a fundamental shift in the market that is accelerating your category. Quote: “ For us, if we think about the demand process, what we are really focused on is not just demand capture, but also demand creation. I'm a huge believer that creating demand, it all starts with the story. So it's a story that's not just about your product, but about a fundamental shift in the market. Something that is either creating your category or accelerating it. Something that's fundamentally impacting your buyer and the way they go about their role on a day-to-day basis. What's the big story that we think is most relevant to our audience and that's in line with our point of view on the market? How do we ensure that there's internal alignment around that story? Because I think if you get the storytelling right and if you're able to tie the different channels and programs together in a way that is consistent, clear, not just for the external audience, but also for internal teams, it can really be a force multiplier for demand.”Episode Timestamps:*(03:28) - The Trust Tree: Addressing talent gaps accelerates transformation*(17:24) - The Playbook: Investing in community*(33:52) - Quick Hits: Ben’s Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Ben on LinkedInLearn more about BeameryLearn more about Caspian Studios