Demand Gen Dialogue podcast

18:31

As the B2B industry adapted to an almost fully virtual remote work model 16 months ago, a nasty rumor started to spread — direct mail was dead. At first glance, there seemed to be some truth to the rumors as people abandoned their offices for the refuge of their home. After all, if consumers were wiping down each individual grocery purchase with antibacterial solutions, how kindly would they take to unsolicited packages turning up at their homes? According to the data (and social media accounts), recipients loved the sweet surprise. As prospects’ desires for humanized marketing strategies and brand experiences continued to grow, direct mail campaigns offered a feeling of closeness in a world that was consumed by plexiglass dividers and social distancing guidelines. In this episode of DGR Dialogue, Host Klaudia Tirico sits down with Marne Reed, PFL’s Chief Evangelist of Brand Experiences, to dive into the role direct sending campaigns played throughout the pandemic, as well as the increased presence that’s expected for the hybrid world. Throughout the episode, the pair discuss a variety of topics revolving around direct mail, including: The gaps in the digital experience and how sending campaigns fill them; How to use tactile elements to create event FOMO (fear of missing out); The opportunity to use mail strategies to increase engagement at virtual events; The potential direct mail holds to turn prospects into brand advocates; The increasing number of roles sending campaigns play in various marketing strategies; and Case studies and real-life examples to inspire listeners.…

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Combatting Digital Fatigue With Tactile Marketing 24:23

4 years ago24:23

24:23

We get it, everyone’s inboxes are flooded with webinar and virtual event invitations. So how do you stand out from competitors in a way that wows audiences and generates the engagement you’d expect from a physical event? Tactile marketing is the key (and we know from personal experience!). For this year’s B2B Sales & Marketing Exchange online experience, Demand Gen Report partnered with PFL to send attendees swag boxes filled with goodies to get people excited for the event. We sent more than 1,200 personalized packages to their homes and saw an outstanding 70% attendance rate! Plus, our attendees raved about the kits, sharing pictures online and engaging with us. In this episode, our Editorial Director Andrew Gaffney sits down with Nick Runyon , CMO of PFL , to discuss the planning behind the box and how we brought it to life. They also discussed: The budget required to add a direct mail program into your marketing mix; Creative ideas on what to include in your mailers; The lead time required to do a successful mailing; and Key considerations to get direct mail integrated into your digital initiatives.…

1
Merkle & Digital Pi Leadership Share New Details On Merger 25:51

5 years ago25:51

25:51

B2B marketers today are wrestling with the complexity of integration, according to Michael McLaren , Global CEO of the B2B Group at Merkle . Organizations are thinking beyond individual point solutions, and are looking at how technology, data and content can help develop more holistic experiences. That is why he believes merging with consultancy Digital Pi is a natural fit. During this special sit-down with editorial director Andrew Gaffney , Michael and Digital Pi 's Ryan Vong discuss: The state of the martech space and new trends that are influencing it most; New realities of B2B buying committees and how they're impacting marketing best practices; and How the two companies plan to collaborate to better serve B2B organizations of all sizes.…

1
Tackling ABM FAQs With Triblio’s Andrew Mahr 21:01

5 years ago21:01

21:01

As Triblio’s Chief Customer Officer, Andrew Mahr has worked closely with customers to help them develop successful ABM plays for close to five years. So, who better to host a series of educational videos on the most pressing ABM topics challenging today’s practitioners than Andrew himself? The company recently launched its “Ask an ABM Expert” series and we had a chance to sit down with Andrew to chat about all things ABM and the series itself. During our conversation, he shares: Frequently asked questions he gets from today’s ABM practitioners; Common challenges, such as alignment, content production and orchestration as a whole; and His advice on how B2B organizations can achieve organizational alignment. Whether you’re an ABM veteran or just starting out, this is a conversation you don’t want to miss.…

1
C-Level Perspectives: Terminus, Sigstr CEOs Discuss Recent Acquisition 16:22

5 years ago16:22

16:22

Terminus acquired Sigstr , bringing together two teams that are making great strides in the ABM marketplace. Tim Kopp, CEO of Terminus, and Bryan Wade, CEO of Sigstr, both agreed that the time to gain a 360-degree view of accounts and building meaningful relationships is… now! In this podcast, Tim and Bryan sat down to discuss the acquisition on an intimate level. They discussed the ABM landscape and what their combined powers mean for practitioners in the coming months. Other topics discussed include: What sparked the idea to combine Terminus and Sigstr; The reinvention of email in the B2B marketplace and its potential to evolve; How the acquisition unlocks a wealth of data and intelligence for ABM practitioners; and What current and prospective customers should expect in the imminent future.…

1
Transitioning From Analyst To Engagio’s VP Of Marketing With Megan Heuer 18:38

5 years ago18:38

18:38

Megan Heuer, former VP of Research at SiriusDecisions, was recently unveiled as the new VP of Marketing at Engagio, a company that has made notable strides in the ABM technology sector. Bringing her analyst background to the helm of the company’s marketing department, Heuer said that this is a prime opportunity for her to help the company reach “the promise of a genuine customer experience within B2B marketing.” Topics discussed include: Heuer’s perspective on the state of account-based marketing in the B2B marketplace; Her thoughts on where Engagio sits in the market and what drew her to this position; and A discussion around the ongoing importance for better alignment within B2B companies to see better results.…

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Brightcove CMO Shares Sneak Peek At PLAY, Chats Future Of Video Marketing 19:35

6 years ago19:35

19:35

This week, B2B marketers will gather in Boston for Brightcove’s annual PLAY event, taking place May 14-16. Brightcove CMO Sara Larsen sat down with Demand Gen Report prior to the event to discuss the short- and long-term goals she’s been working towards since joining the company in September, what attendees can expect at the event, how video marketing strategies are changing and more. “[We can] use video in B2B to move beyond some of the rational components of what we’re trying to talk about and really tell the story of what an enterprise solution can do and what impact it can have,” said Larsen. “Video is really the best place to do that because you can bring all the senses together to tell that story in a much more emotional way … The brands that have figured out how to tell a good story can now tell a great story with video because you can really amp up the connection with the viewer.”…

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The Future Of Influencer Marketing Is Influencer Relations 14:47

6 years ago14:47

14:47

New research from the Altimeter Group shows that 55% of marketers plan to spend more on influencer marketing in 2019. But according to Principal Analyst Brian Solis, marketers must rethink their approach and strategies to influencer marketing in order to be successful. In a conversation with Demand Gen Report, Solis shared what he has named “Influence 2.0,” a new approach that includes building long-term influencer relationships and working with influencers to engage buyers at every touchpoint. “Trust in companies, brands and executives plummets every year, but trust in peers or people ‘like me’ is always at the top,” said Solis. “At the end of the day, that’s what [influencers are] about … I think it is an under-appreciated strategy in the marketing arsenal.”…

1
GDPR Leaders & Laggards: New CMO Council Research Highlights GDPR Impacts And More 34:34

6 years ago34:34

34:34

Although GDPR went into effect last May, 16% of companies still don’t have a plan for GDPR compliance and 11% don’t know if they have a plan, according to new research from the CMO Council. In a conversation with Liz Miller, SVP of Marketing at the CMO Council, she digs into the data to uncover the main misconceptions that are confusing B2B companies on GDPR. Miller also shares some of the key traits and themes found in the research when comparing leading GDPR-compliant companies versus laggards.…

1
Pipeline Measurement In The Age Of AI 11:36

6 years ago11:36

11:36

In a conversation with Kevin Cunningham, CEO of MRP, he discusses the current state of pipeline measurement in the B2B marketplace. Cunningham also shares his thoughts on how B2B organizations can leverage emerging AI capabilities and predictive analytics to enhance their pipeline measurement initiatives, while also sharing examples of how progressive companies are leveraging these types of insights to understand their pipeline.…

1
What Revenue Marketers Need To Be B2B Game Changers 11:55

7 years ago11:55

11:55

In a discussion, Scott Vaughan, CMO of Integrate, shared some of the main qualities that he has seen have a positive impact on the growth of the industry. Vaughan also discussed Integrate’s recent B2B Game Changers Revenue Marketers Spotlight Awards, in which they spotlighted 43 marketing professionals that are going above and beyond to orchestrate technology, data and processes in their own businesses…

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HubSpot’s Scott Brinker Discusses Traversing The SaaS Explosion With Efficient Partner Ecosystems 8:50

7 years ago8:50

8:50

In a quick interview at INBOUND 2018, hosted by HubSpot earlier this September in Boston, Demand Gen Report’s Brian Anderson sat down with Scott Brinker, HubSpot’s VP of Platform Ecosystem. Brinker is also notoriously known for mapping out the martech landscape on the Chief Marketing Technologist blog. During the interview, Brinker shared how he has seen HubSpot’s partner ecosystem grow during his first year at HubSpot. He also discussed how the need for easily integrated solutions has grown evermore important over the past couple of years, as well as where he thinks partner ecosystems need to continue evolving to meet the needs of tech adopters in the space.…

1
Affinity Exec Dispels AI Myths, Discusses Benefits To Marketing Success 12:07

7 years ago12:07

12:07

In an interview with Demand Gen Report’s Elise Schoening, Anne Gherini, VP of Marketing and Partnerships at Affinity, discusses the evolution of artificial intelligence. Gherini also breaks down common myths surrounding AI and explains how it can actually help marketers enhance and better manage customer relationships when used correctly.…

1
Jay Baer Discusses Content Marketing Challenges, Importance Of Relevant Messaging, Alignment 15:10

7 years ago15:10

15:10

During Uberflip’s Conex event, Demand Gen Report’s Klaudia Tirico sat down with Jay Baer, President of Convince & Convert, to chat all things content marketing. Baer dished on the top challenges for content marketers today, dived into the absurdity of not aligning sales and marketing under the same department and didn’t hold back when talking about the need for delivering relevant content experiences to buyers. “Every marketer in the world tells themselves the same lie: that our audience is just too busy. They’re too busy to read the blog, they’re too busy to tune into the webinar, they’re too busy to watch the video, they’re too busy to come to the conferences,” said Baer. “It’s not true. It’s not about time. When a prospect tells you that they are ‘too busy,’ what they really mean — but will not say — is that what you have offered them is not relevant enough.”…

1
Drift VP Of Marketing Shares In-Depth Look At New Product Offerings, SiftRock Acquisition 11:40

7 years ago11:40