Pipeline Visionaries

This episode features an interview with Anthony Kennada, CMO of Hopin, an event technology platform that recently garnered a $7.75B valuation.

On this episode, Anthony takes us behind the scenes on Ho…

Find parts one, two, three & four

------

Episode Timestamps: 

Part five of this special mini-series features 12 CMOs and marketing leaders from some of the world's fastest-growing companies, including:

*…

“The thread that runs through these best practices is this concept of account based experience. And it's a concept of really understanding where the account is in its journey and applying all that ac…

“Make a really good case for having your most experienced SDRs handling your inbound leads. That's going to make the biggest difference ever in terms of the return on your marketing investment.” — Wi…

“A very important part of demand gen is the alignment between marketing, product, sales, and customer service.” — Kyle Lacy

--------------

Episode Timestamps:

*(2:00) - How Kyle got started in demand ge…

“[Our website does] both education and conversion and is the way we think about it, but it actually plays all of the classic roles. It plays as our billboard. It's our always-on asset. We have comple…

“It's noisy out there and creativity can be the difference between people paying attention to you and not paying attention to you. So I think we have to take some risks as marketers to stand out and …

“The danger of the website is that you can attempt to make it all things to all people. We're very focused on two priorities for our website: First and foremost, it is a lead gen tool for us. And sec…

“Make content personal for consumers. That’s what folks are really interested in. They want to be educated and engaged. We really want to try to serve up that blockbuster content that we think is goi…

“The content we're putting out is not transactional. It's not behind a gate. It's essentially there to help people be better at their jobs as salespeople or marketers or commerce individuals or admin…

“My hires this year have not come from the event world. They've all come from the broadcast production world so that we can understand how to keep curating products that are going to be engaging to o…

“There's something about the culture where you just take things on. There's not a lot of time to be overwhelmed or have fear. You go into a room and you're like, ‘all right, let's bring out all the i…

“Be confident. There are so many people who are going to make you want to second guess your intuition about things that you have to do, but just stay strong and focus on what you think is right.”  — …

Key Takeaways

• As a marketer, you’re here to borrow, remix, and be unique — not to steal.
• Demand gen is more than numbers and metrics. Without engaging storytelling, you’re destined to fail.
• All CMOs sho…

“I think most outbound prospecting these days is being warmed up in some way, shape or form by marketing and all the content we put out there. And each marketing engagement becomes a signal. It's a c…

“Don't hold back your knowledge. One of my recent posts was about sharing your expertise. Nobody's going to believe you're an expert if all you do is talk about what you know. You actually have to sh…

“Retention is the foundation for growth. And I think it's one that's easy to overlook as you're focused on pipe gen and getting more customers. But if you invest in customer success advocacy and buil…

Episode Timestamps: 

*(3:54) Christelle Flahaux, Head of Marketing, FortressIQ

*(6:02) Jamie Domenici, CMO, LogMeIn

*(6:47) Susan Ganeshan, CMO, Granicus

*(9:20) Dave Kellogg, Principal, Dave Kellogg Con…

“The part of the playbook is to go slow to go fast. So I see a lot of people going really fast, but if you don't have the foundation of analytics, you're really flying blind. And so as marketers jump…

This episode features an interview with Sydney Sloan, CMO of Salesloft, a leading sales engagement platform whose most recent funding round valued the company at over a billion dollars.

Sydney is a tw…