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30: Leveraging Events as Pipeline Accelerators and Generators - with Shannon Curran, Vice President, Marketing at MadKudu
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In this episode of Women in B2B Marketing, host Jane Serra interviews Shannon Curran, VP of Marketing at MadKudu. Shannon discusses the changing landscape of marketing teams, growing the top of the sales funnel, optimizing events for quality, and leveraging data to optimize for pipeline. She also emphasizes the need for clear direction, coaching, and authentic leadership.
Shannon and Jane discuss:
- Shannon's transition from VC to B2B Marketing
- The rise of generalists with specialized skills
- Exploring fractional work for career growth
- Aligning sales and marketing through data
- MQLs as a vanity metric
- Optimizing events for relationship building and deal acceleration
- How to choose which events to invest in based on attendee lists and cost-benefit analysis.
- Predicting ROI on events based on quality index
- Investing in employee growth and psychological safety
Key Links:
Guest: Shannon Curran - https://www.linkedin.com/in/shannon-sweeny-curran-55332942/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
MadKudu - https://www.madkudu.com/
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