#175: Strategy | Enterprise Pipeline Growth and Channel Optimization Strategies with Ruth Zive, 3x CMO and Current CMO at LivePerson

Exit Five: B2B Marketing with Dave Gerhardt

Dave is joined by Ruth Zive, CMO at LivePerson, who shares her journey in marketing leadership across tech and nonprofits. Ruth talks about aligning marketing and sales teams and navigating enterprise marketing.

Ruth and Dave cover:

• How to align marketing and sales teams by focusing on shared goals and accountability for pipeline outcomes
• The best-performing marketing channels for driving enterprise pipeline — including SEO, email, and events
• Inbound and outbound strategies in enterprise sales and how they work together to build a successful pipeline

Timestamps

• (00:00) - - Intro to Ruth
• (06:27) - - Work-Life Balance as a CMO
• (20:41) - - How to Balance Cost, Volume, and Conversion Rates in Channel Optimization
• (23:18) - - Optimizing Enterprise Sales
• (27:12) - - Why You Need to Align Sales and Marketing Leadership
• (30:19) - - Budgeting and Measuring Brand Initiatives
• (33:11) - - How to Plan for Future Revenue
• (36:39) - - Quarterly and Monthly Marketing Strategy Execution
• (38:45) - - Creating Weekly Leadership Priorities and a Problem-Solving Document
• (44:02) - - How To Make a Good Hire

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