#44 #changeagent: Lisa Kenney, Sr. Demand Generation Marketing Manager

March 16, 2018
I’m launching a new format for certain episodes of the podcast that I’ll be tagging as #changeagents when I’m featuring the top practitioners in marketing and sales that are transforming their organizations into high-performance teams. In this episode, graphics designer turned demand generation and MarTech geek Lisa Kenney talks about her experience utilizing several different marketing technology systems and how they are having an impact on demand generation and revenue at Blackbaud. You’ll hear her passion for tracking, and reporting on, marketing performance along with what it took to implement some of the systems she now depends on for success.

#43 Should You Do A Podcast Too?

March 7, 2018
I considered naming this podcast "If I was you, I would want to be me too." However, I was worried my attempt at humor and ripping off Meghan Trainor's lyrics might not come across with the right intent. You see, I am loving doing this podcast, and the impact has been tremendous - not only to me, but for my audience [you]. So, I decided to do a podcast for you about the "why" and "how" of podcasting and invited James Carbary, founder of Sweet Fish Media to join me. His agency is purpose built to help B2B marketers create their own podcasts, so between to two of us, get ready to get inspired.

#42 How a Modern CMO Builds Her Marketing Team. An Interview with Heidi Bullock, CMO at Engagio

February 26, 2018
Heidi Bullock has spent the past 6 years building marketing teams at Marketo and now Engagio. In this episode, Heidi discusses her approach to defining roles and responsibilities and what it takes to create a high-performance marketing team. Heidi talks about how she shifted the traditional structure of a marketing organization and created a "hub of customer engagement." I share the framework of an Accountability Chart and how to use a "GWC" score card - a process we teach our clients for designing their organizations. We also cover how to incentivize marketing teams, share some critical roles that didn't exist a few years ago, and discuss the importance of being passionate about what you do. We wrap-up hearing Heidi's very prescriptive advice about what it takes, especially as a woman, to rise to the highest level of leadership. As a bonus, we close out on what it takes to define a new category for your product. This is a great episode, so don't miss it and be sure to share it if you like it.

#41 My first year as CEO of Marketo — an Interview with Steve Lucas

February 20, 2018
Steve returns to DemandGen Radio a year later to provide a recap of 2017 and what’s in store for 2018. Despite a lot, and I mean a lot, of changes including rebuilding the entire leadership team, adding over 100 new employees, getting a new head of product, and opening a new office in Denver, Steve led his team to a banner year of growth crushing all of their goals. Hear from the fearless leader himself on where Marketo is focusing next, how they plan to change the landscape for marketing automation, and what he’s learned this past year talking to Marketo’s clients. I also ask him to share more insight with you on the partnership with Google and how that is going to bring both AI and scale to the platform.

#40 Show Me The MONEY!

February 14, 2018
You probably can hear “Show me the money Jerry!” in your head right now if you saw Jerry Maguire starring Cuba Gooding Junior and Tom Cruise. Guess what, Cuba is your CEO and he wants you to show him the money. Are you?
Ever wonder why sales makes the big bucks and out earns marketing at most companies? It’s because sales only focuses on one thing and reports on it – revenue (the money). David Cancel, CEO of Drift and I are equally passionate about a movement where marketing becomes the “the breadwinner of the revenue family.” The problem is, Marketing is so busy tracking and optimizing every metric besides revenue that they don’t have their eye on the prize. Why is that? In this podcast, we dig into that big time and offer suggestions to overcome this challenge. Cha ching. Let’s do this.

#39 Are We Spelling ABM Wrong?

February 12, 2018
Content master and digital marketing guru Scott Vaughan and I kick off with Scott’s point of view around dropping the “M” in ABM. Our next stop on the podcast train is talking about the importance of becoming a full stack marketer, and then on to some great insights for you from Scott on content marketing strategy, including long form vs short form content. We wrap up the episode with a very passionate call to action around starting a movement on “Marketing becoming the breadwinners of the revenue family”.

#38 Don Peppers on Creating a Frictionless Customer Experience

January 11, 2018
You are in for a real treat listening to this episode with marketing legend and best-selling author Don Peppers. For three decades, Don’s mission has been “Making the world safe for customers” and he accomplishes this by educating business leaders, marketing teams, and customer service teams on how to compete in a dynamic, technologically fast-moving world through a frictionless customer experience. Peppers has written nine books with business partner Martha Rogers, collectively selling well over a million copies in 18 languages. Don and I talk about case studies, like Amazon, to highlight companies that do it right. Get ready to be inspired. I have no doubt you’ll take away ideas on how your team can surprise and delight your customers.

#37 Why Did Terminus Buy BrightFunnel?

January 4, 2018
I bet you didn’t see that coming, did you? I didn’t either. Probably no one did. So why did Terminus, a startup, buy another startup? I ask Sangram Vajre, CMO of Terminus, that question and several others that you should hear his answers to. One of things you’ll hear is about the importance of being agile and moving in a direction despite having all your plans figured out. That’s a SUPER important lesson in life. What’s very unique about this acquisition is that it’s not a mega public software giant buying a smaller company. It’s two small martech companies coming together. That’s a first in the martech space. Will we see more? As a bonus, Sangram and I touch on the power of Podcasting and some other things we have in store for 2018. Have a GREAT 2018. Make this your best year yet personally and professionally.

#36 An Interview with Andrew Gaffney, Publisher, Demand Gen Report

December 21, 2017

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

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

#35 Reinventing the Use of Webinars for Demand Generation

December 7, 2017
Daniel Waas, Director of Marketing for GoToWebinar at LogMeIn, probably knows more about how to use webinars for lead generation than anyone on the planet.  Where did he get his super powers? It began when he was responsible for lead generation for the EMEA region at Citrix. In his role, he honed his skills over the years by pushing his team to produce hundreds of webinars, testing various formats, lengths, titles, interactivity, and imagery, ultimately turning them into a highly effective channel. But Daniel didn’t stop there. Over the past couple years, he reimagined what webinar publishing should look like in the modern marketing age. His passion led him to pack up and move his family to the USA to help develop the strategy for the GoToWebinar platform. The result: He’s reinvented the platform from the ground up and convinced the leadership team at LogMeIn to turn the platform into a publishing platform and community for marketing teams (and content publishers). What’s it called? Gotostage.com, and at the pace it’s growing, this could essentially become the “YouTube®” of webinars. Listen in to hear the back story of Daniel turning his dream into reality and how you can start using this new channel for your own lead generation as an early adopter. As a bonus, you’ll get some tips on how to turn your own ideas into reality and what it takes to do so.