Eight years. 138 conversations. The unfiltered playbook from the people running B2B marketing.
138 interviews with CMOs, VPs of Marketing, and revenue leaders. Hosted by Jeff Pedowitz. Searchable by guest, company, and topic.
Ship-first episodes.
Flagship
The New Era of Content Operations: AI as the Ultimate Wingman for Marketers with Ed Breault, Aprimo
I would say, before, as marketers, brand leaders, folks that use a Primo, just anybody really going after strategies, some examples like personalization or storytelling at scale. E…
Flagship
Building Stronger Relationships: How Navy Federal Puts Members First with Pam Piligian, CMO
Then, from a my job here as a CMO, is really about telling that story and serving as our growth engine to connect with more people that are eligible to join and get them to join. P…
Flagship
Navigating the Global E-commerce Landscape: Insights from Digital River's CMO, Ted Rogers
I think you'll see something similar in how AI takes form. I actually used to sell fraud systems and run a fraud team. That's more or less a form of AI in its early stage. Know a m…
Flagship
Mastering the Modern CMO Toolkit: AI, Data, and Cybersecurity with Norman Guadagno, CMO, Mimecast
I think oftentimes we're so focused on marketing data that we don't actually pay as much attention to sales data or to revenue data or to other types of data in the business, which…
Flagship
From Data to Outcomes: The Art of Operationalizing Insights with Nikhil Behl, CMO, FICO
You did just mention everything that you're doing with AI data analytics. My objectives are really to help our broader organization deliver on its broad-based results, whether that…
Flagship
Inspiring Change: Lessons in Leadership with Lauren Sallata, CMO, Ricoh North America
One of the things that we've been focused on really is tuning our narrative, our business narrative around. Are really around recruitment, marketing, and building up our employer b…
Flagship
Building a Brand in Mental Wellness: Insights from an Underdog with Louise Troen, CMO, Reveri Health
I think my role is to unlock potential of my team and inspire them on that journey. Are there other values or virtues that you try and enforce and or look for when you're hiring po…
Flagship
The Transformative Power of AI in Marketing with Carolyn Crandall, CMO & Forgepoint Capital Advisor
Obviously, AI can play an important role in content for ideation and extending the content out. How can they use AI to actually deliver a better customer experience? Especially if …
Flagship
The Power of Experiential Marketing with Brook Jay, CEO and Founder, All Terrain Collective
The solution is that both the sales and marketing teams need to be working lockstep with agency teams. What the drivers are to actually get one person to connect to another or what…
Browse all 138 episodes.
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#20Nathan SchlafferMarketMate AI
Season 8. Episode 20: The Power of Generative AI, Nathan Schlaffer, Founder and CEO, MarketMate AI
There's actually a study done by McKinsey earlier this year in May where they saw that, for sales and marketing teams using generative AI, they were able to generate up to 15% higher revenue. Marketer…
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#1Elina VilkHootsuite
Season 9. Episode 1: First 90 Days of a CMO, Elina Vilk, CMO, Hootsuite
Once you understand the customer competitors, the last thing you do, because you really want to understand where you're facing in lieu of your competitors and where you're driving towards your ideal c…
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#2Jon Miller talks account-based marketing
CMO Insights: Jon Miller talks account-based marketing, pitfalls, and more
There's too many companies today that are still measuring marketing based on marketing sourced or marketing influenced pipeline. We admit we made a mistake in the early days of demand generation and m…
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#4Shep Hyken
CMO Insights: Shep Hyken highlights Customer Success' role in revenue
When you decide what this vision is going to be, it sits right next to your bigger value statements and mission statements and your pillars— or whatever you call it. It's either by dealing, if they're…
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#5Mike Kunkle
CMO Insights: Mike Kunkle talks sales enablement and much more
You're going to approach some people at the very beginning of what I would call the customer life cycle, not just the buying process, but their overall life cycle with you. Where that buyer is and the…
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#9Rand Fiskin on customer intelligence
CMO Insights: Rand Fiskin on customer intelligence, buyer noise, referrals, and more
If it so, the story in itself— even if it's pure—would be enough. I'm not sure that the customer or the reader is always authentic either. With whether it's content, or campaigns, or even in a sales c…
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#1Gary S. MullenMarketing, Globalscape
CMO Insights: Gary S. Mullen, VP of Marketing, Globalscape
We are a very metrics-driven organization, and at the high level, our marketing group has two overarching metrics that we track. A ton of metrics below that— from how well a piece of content is doing …
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#2Dario PrioloSales Performance International
CMO Insights: Dario Priolo, Chief Marketing Officer, Sales Performance International
It's interesting because solution selling was such a strong brand for so many years. Things like marketing, content marketing, search engine optimization, paid search, all these other types of program…
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#3Tim MinahanCitrix
CMO Insights: Tim Minahan, CMO, Citrix
Increasingly, we're making the commitment that all our marketing is digital marketing, allowing us to be much more agile, much more analytical in how we engage the market. Not just the data on pipelin…
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#4Christelle FlahauxMarketing, Domo
CMO Insights: Christelle Flahaux, former Vice President of Marketing, Domo
You start moving to more engagement metrics versus the hardcore waterfall type of metrics that we're used to. It's sitting down and having a lot of sales and marketing alignment, which is always diffi…
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#5Brian KardonFuze
CMO Insights: Brian Kardon, Chief Marketing Officer, Fuze
We had three people on the marketing team, and I had a very large sales team that was very impatient. I want my people doing the field to be much more strategic and working with the sales team, and no…
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#6Marilyn CoxMarketing and CRM, The Second City
CMO Insights: Marilyn Cox, Vice President of Marketing and CRM, The Second City
There is a very strong need to make sure that we have an understanding of what type of marketing is required to generate the pipeline needed to create the conversion and ultimately the revenue to have…
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#7Meagen EisenbergMongoDB
CMO Insights: Meagen Eisenberg, Chief Marketing Officer, MongoDB
Your sales team can only invite so many people to so many things. I'm always... looking at the activity and it depends on your sales cycle, right? When I think about MongoDB and what it's doing, and t…
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#8Jennifer Haney-CroweForecast5 Analytics Inc
CMO Insights: Jennifer Haney-Crowe, VP Marketing, Forecast5 Analytics Inc
He has started a relatively new young team in terms of what we call our inbound prospecting, our hunter team. that works with our outside team. To move to this different strategic approach of looking …
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#9Kerry LangstaffXignite
CMO Insights: Kerry Langstaff, Chief Marketing Officer, Xignite
Probably our biggest sales enablement tool is LinkedIn Sales Navigator. which I have built right into Salesforce. It's probably a little different role than at a startup that I actually, under the rea…
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#10Shonodeep ModakGE Industrial Solutions Energy Connections
CMO Insights: Shonodeep Modak, CMO, GE Industrial Solutions Energy Connections
Marketing becomes a very very big front and center point, especially as we go through this digital transformation, online as well as in our products. Our team is responsible for making sure that the d…
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#11Ken RobinsonProSites, Inc.
CMO Insights: Ken Robinson, Chief Marekting Officer at ProSites, Inc.
That's something that cascades down from the board to the leadership team through every function within the organization and marketing. That type of a lexicon, or KPIs, if you will, that's on the tips…
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#12Diego LomantoTalent Inc.
CMO Insights: Diego Lomanto, Chief Marketing Officer, Talent Inc.
I think for many early marketing hires or at least early marketing leaders you're inheriting, you're walking into a situation. situation without any structure or processes or really formalized strateg…
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#13Daniel BrownMarketing Operations, Verint Systems
CMO Insights: Daniel Brown, VP of Marketing Operations, Verint Systems
In many of the cases, we need people in that role who are very familiar with marketing automation, marketing automation systems such as Eloqua, which happens to be the one that we use. Generally speak…
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#14Teresa CaroFortiva
CMO Insights: Teresa Caro, Senior Vice President Marketing, Fortiva
You have the corporate brand, and then you have the Fortiva brand of products, and then you have MidAmerica Bank that also plays a part in it. You have the different challenges of— we might have a bra…
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#98Michael BaileyFleetCor
CMO Insights: Michael Bailey, Vice President: Digital and Acquisition Marketing, FleetCor
Tell us a little bit about your customers and from a marketing standpoint, how much of your marketing is divided between acquisition and onboarding versus full lifecycle where you're trying to drive c…
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#16Tracy EilerInsideView
CMO Insights: Tracy Eiler, Chief Marketing Officer of InsideView
Especially as so many of us marketers and sellers are moving into an account-based or super-targeted approach, having a really strong data strategy is becoming more and more important. Like you might …
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#7Meagen EisenbergMongoDB
CMO Insights: Meagen Eisenberg, Chief Marketing Officer, MongoDB
Your sales team can only invite so many people to so many things. I'm always... looking at the activity and it depends on your sales cycle, right? When I think about MongoDB and what it's doing, and t…
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#17Caren CioffiDigital Marketing, Brightcove
CMO Insights: Caren Cioffi, Sr. Vice President and General Manager of Digital Marketing, Brightcove
All companies that are using video for marketing purposes, primarily external, but also increasingly across every digital experience. I have marketing, sales, product marketing, and partners directly …
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#18Leo TuckerMarketing, PGI
CMO Insights: Leo Tucker, Senior Vice President of Marketing, PGI
The ability, for instance, through Visible, to have great attribution of exactly what content, what digital presence, what is it that people have touched. We know every single touch. and then we alloc…
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#19Wes DurowMitel
CMO Insights: Wes Durow, Chief Marketing Officer, Mitel
You're going to have suboptimal marketing results and so because you have this ecosystem that fits together. Help them if they end up going back to an awareness piece of content versus a consideration…
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#20Brad GillespieOctiv
CMO Insights: Brad Gillespie, CMO, Octiv
We've been working on the brand and working on awareness and we'll always be doing that in parallel with everything else, but we really got to ramp our demand gen engine. Accumulating data, building p…
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#1Steve SchleyGlobal Marketing, Kroll
CMO Insights: Steve Schley, Vice President of Global Marketing, Kroll
Yes, we've got a little over 20 people in the marketing team globally, and we represent the major markets. The move towards a consolidated global marketing team is relatively new for us. Com data we a…
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#7Aden AndrusMarketing, Disruptive Advertising
CMO Insights: Aden Andrus, Director of Marketing, Disruptive Advertising
I've always been a really, really big believer that the key to success in any industry, whether it's marketing or the medical profession or what have you, successful businesses create value. You ident…
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#17Armen NajarianThreatMetrix
CMO Insights: Armen Najarian, Chief Marketing Officer, ThreatMetrix
If someone doesn't fit in the team or can't demonstrate leadership potential, it's going to be really hard to make a difference here at Threat Metrics. Because it sounds like you guys are going throug…
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#6Rich WellinsCMO, DDI
CMO Insights: Rich Wellins, SVP Research and Talent Analytic Services, CMO, DDI
One occurred when we started demand generation and we formed a small DG team with a DG leader. On the digital team, we have social, web, and demand generation integrated. We still look for someone who…
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#18Chris SpearsArke Systems
CMO Insights: Chris Spears, Chief Marketing Technology Officer, Arke Systems
There is a tremendous amount of technology and technology diversity required to run not just digital marketing, but customer experience as a whole. I think you've got to align your marketing technolog…
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#2Carol MeyersRapid7
CMO Insights: Carol Meyers, Chief Marketing Officer, Rapid7
In particular, the products team and the sales team is really paramount. Then what are you measuring your team on in terms of outcomes? Also from a customer satisfaction and satisfaction is a little b…
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#16Bob Canawaytware
CMO Insights: Bob Canaway, Chief Marketing Officer Black Duck Software
Sure, I think I think the the biggest thing that's changed is um— is the end-to-end ownership of the customer and interactions with the customer that marketing has had to take on. The first time a typ…
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#8Ana PerezMarketing, Aon Hewitt
CMO Insights: Ana Perez, Vice President of Marketing, Aon Hewitt
Making sure that we, on the marketing team, understand the numbers behind our business, how we make money, what's the operations behind the organization, so we can speak that language with our busines…
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#16Jason KatzApp and Digital Marketing, Houghton Mifflin Harcourt
CMO Insights: Jason Katz, Vice President of App and Digital Marketing, Houghton Mifflin Harcourt
The amount of techniques that are available to help me answer that question are proliferating between marketing automation and artificial intelligence. From a process standpoint, what are some of the …
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#15Peg MillerMarketing, Tax Guard
CMO Insights: Peg Miller, VP of Marketing, Tax Guard
Not doing a lot of automation there, but it's more about getting the team in the room, making sure anybody who touches a customer really understands. From the pre-sales on up to the CEO, through the s…
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#5Stephanie MeyerConnecture
CMO Insights: Stephanie Meyer, CMO, Connecture
Just kind of thinking about the ways we can engage differently with customers. and how we better enable our marketing teams even to communicate with our internal customers. through better dashboarding…
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#12David LewisDemandGen
CMO Insights: David Lewis, CEO of DemandGen
I have seen companies and I see more and more companies adding marketing operations as a function and hiring a marketing operations manager, marketing automation manager. We have to look at all the di…
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#11Ryan HollenbeckGlobal Marketing, Verint Systems
CMO Insights: Ryan Hollenbeck, Senior Vice President of Global Marketing, Verint Systems
Really, a whole curriculum, virtual training, onboarding, sales methodology— really tightly aligned with our global sales leadership team. Nancy and I have been very attached at the hip on customer ex…
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#10Suzanne SawyerPenn Medicine
CMO Insights: Suzanne Sawyer, Vice President and Chief Marketing Officer, Penn Medicine
It's really the use of marketing technology. Субтитры сделал DimaTorzok data. and an effort to really connect more one-to-one with each of these key audiences that we were speaking about: referring ph…
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#3Rand FishkinMoz
CMO Insights: Rand Fishkin, CEO & Co-Founder & Wizard of Moz
Do you remember, three, four years ago, everyone was talking about we're putting a huge amount of our budget, our content, our marketing efforts into social media. I see a lot of viability in listenin…
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#8Greg GibbonsCommunications, Siemens Corporation
CMO Insights: Greg Gibbons, Senior Vice President, Communications, Siemens Corporation
My current team is about 45, and I'm a base chair in the US, but the majority of my team is sitting in Munich. If you have content in one location, you could have product marketing in another. Over th…
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#3Jeanne HopkinsIpswitch
CMO Insights: Jeanne Hopkins, Executive Vice President and CMO, Ipswitch
I think that most CEOs and most boards are looking to marketing not as a market. function, but as a demand creation function to be able to deliver a pipeline. The concept of lead management or custome…
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#3B2B Marketing Exchange
CMO Insights: B2B Marketing Exchange Panel Discussion
One of the main themes was that the average company of our size has over 40 applications in their MarTech stack, but they see value in less than six. One thing that we do that's going to help us from …
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#2Alexandra ShapiroBigCommerce
CMO Insights: Alexandra Shapiro, CMO of BigCommerce
There's a very clear link in the accountability between total revenue number for the company and expectation around revenue growth from a particular marketing channel. Marketing. is throughout is at t…
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#1Cynthia GumbertMarketing and Analytics, Quick Base
CMO Insights: Cynthia Gumbert, SVP of Marketing and Analytics, Quick Base
As you start thinking about how you're going to build your team, people-wise, organization, because that's a lot of coverage, right, from the SMB marketing, enterprise marketing. Utilizing marketing a…
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#20Ardath AlbeeMarketing Interactions
CMO Insights: Ardath Albee, CEO, Marketing Interactions
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#7Mandira MehraMRI Software
CMO Insights: Mandira Mehra, CMO, MRI Software
When I first came on board I sort of think about things in terms of the brand and the communications piece, demand generation, and then product marketing and positioning. The North American market and…
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#12Kyle LacyMarketing, Lessonly
CMO Insights: Kyle Lacy, VP of Marketing, Lessonly
Whether that's a sales team, customer service team, it's the people that have boots on the ground that are talking to customers constantly. You have product marketing, you have brand, and then you hav…
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#5Michele ChambersAnaconda
CMO Insights: Michele Chambers, former CMO, Anaconda
Through the ongoing customer engagement, so if a customer came to us, let's say, you're a large bank. Whatever your brand promise is, know what that is, and then find ways to empower your employees so…
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#6Steven BonacorsiInternational Standard for Lean Six Sigma
CMO Insights: Steven Bonacorsi, President of International Standard for Lean Six Sigma
Sales folks wanted to, obviously, leadership wanted to see sales, marketing, HR, and other stuff. If I'm, if I'm a current head of marketing— whether it's a manufacturing business or financial service…
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#4Lisa AgonaEnsono
CMO Insights: Lisa Agona, CMO, Ensono
We were left with no front end of the company, so no sales and marketing engine for the company, and one of the reasons I was brought in. What we did was we actually put a strategy together going forw…
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#8Martin MongielloThe US Presidential Services Center
CMO Insights: Martin Mongiello, CMO and GM, The US Presidential Services Center
This interview channel isn't though about the White House specifically. I think I'm challenged just as much as anyone else with the transition to too much digital. and removal of using papayas on eart…
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#5John SteinertTechTarget
CMO Insights: John Steinert, CMO, TechTarget
Like a business, another way is that marketing is really binding itself closer to um sales results and sales organization. If customer experience is part of it, that's a huge assignment to involve mar…
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#7Al SilvestriCOFFEE Labs
CMO Insights: Al Silvestri, Partner and CMO, COFFEE Labs
Taking all that data and then merging it all together starts to paint a picture of how you feel about that content. Content and to look at how someone or an audience is reacting. We actually were look…
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#4Julie Knight-LudvigsonTopia
CMO Insights: Julie Knight-Ludvigson, CMO, Topia
This individual looks after product marketing as well as our communications and, specifically, the area focuses on analyst relations and relationships. Working with the analyst becomes even more impor…
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#10Kirk CrenshawTraackr
CMO Insights: Kirk Crenshaw, CMO, Traackr
Wow, there's a lot of things happening right now in the world of marketing, particularly, for me, in the Martech world, our own team, we're experiencing a lot of changes focused on customer journey an…
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#6Scott VaughanIntegrate
CMO Insights: Scott Vaughan, CMO, Integrate
Do I have to call it revenue story marketing, revenue brand marketing, revenue customer experience marketing? Build a team that's more balanced— around that ability to do storytelling, to focus on use…
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#3Robby GulriENGAGE Talent
CMO Insights: Robby Gulri, Chief Talent Officer at ENGAGE Talent
Really be able to adapt to a growth and a hyper-growth company. If you look at the latest Martech stack Bessemer report that comes out, there's over 6,000 companies and technologies that marketers can…
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#9Tiziana BarrowTilagia
CMO Insights: Tiziana Barrow, Founder and CMO, Tilagia
With marketing automation platforms, with the digital piece of it, with socials. I had a similar epiphany back in 2003 when I discovered marketing automation for the first time. I think everyone wants…
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#8Jake SorofmanPendo
CMO Insights: Jake Sorofman, CMO of Pendo
We're able to trace the thread to tell a positive ROI story. The second area where I put a lot of attention, we put a lot of attention as a team, is really around customer marketing. It's interesting …
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#3Jeffrey RohrsYext
CMO Insights: Jeffrey Rohrs, CMO of Yext
By and large, I think marketing is a team sport, certainly in B2B SaaS. It's a really interesting question because I view it both as a provider of a software as a service— and as a consumer of a varie…
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#2Shane Elliottory Solutions Sales (LSS)
CMO Insights: Shane Elliott, VP Global Laboratory Solutions Sales (LSS)
On the marketing side, we've definitely become a lot more outside in, customer focused, making sure we're building an ecosystem across the digital marketing and through to our sales teams to make sure…
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#2Alison MurdockSocialChorus
CMO Insights: Alison Murdock, CMO of SocialChorus
I think some of the major challenges just in macro are that organizations are going through digital transformation right now. It's the top of the funnel and the bottom of the funnel, really. I arrived…
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#2Shane Elliottory Solutions Sales (LSS)
CMO Insights: Shane Elliott, VP Global Laboratory Solutions Sales (LSS)
On the marketing side, we've definitely become a lot more outside in, customer focused, making sure we're building an ecosystem across the digital marketing and through to our sales teams to make sure…
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#4Will WieglerSpringCM
CMO Insights: Will Wiegler, Senior Vice President and CMO, SpringCM
For example, if we're investing $10,000 in an event sponsorship, I want to see a multiple of that in terms of new pipeline or influence pipeline or new revenue added to the company. I look for people …
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#18Julie RoehmABRA Auto Body & Glass
CMO Insights: Julie Roehm, Chief Experience Officer and CMO, ABRA Auto Body & Glass
That was, again, a slightly different way to think about creating experience for customers. As big as this, that has basically not gone through a consolidation, nor a digital transformation, both in t…
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#22George Bailey
CMO Insights: George Bailey, Host and Co-founder, Choose the Nickel
I, as a business, that's not exactly where we're creating potential value. I think the value is making the listeners accessible for advertisers, in our case. Is your intention then to provide the serv…
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#19Akbar JafferZorroSign
CMO Insights: Akbar Jaffer, Chief Marketing Officer, ZorroSign
I Believe in. cultivating the marketing generalists of what I call for the marketing and the sales roles. I want... my web development team to really understand how the marketing automation works. The…
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#11Kirby WadsworthIllusive Networks
CMO Insights: Kirby Wadsworth, Chief Marketing Officer, Illusive Networks
We certainly didn't have the ability to push down that level of knowledge and understanding to the PDR so that the initial interaction with the customer could be that finally, as finely tuned as it is…
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#7Steven Cook
CMO Insights: Steven Cook, Contributing Editor, CMO.com by Adobe
I'm collecting insights now from around the world and around the corporate innovation and the entrepreneur ecosystem. That, without a culture, you're basically just doing things and you're hoping that…
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#14Heidi BullockEngagio
CMO Insights: Heidi Bullock, Chief Marketing Officer, Engagio
Vendor is doing ABM or at least trying to claim some stake to ABM. I have somebody that really thinks about growth marketing, so they own content, social, and some kind of, I would say, thought leader…
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#13Charlene FarsideAdvisen
CMO Insights: Charlene Farside, Chief Marketing Officer, Advisen
On the data side of our business, they're using our data and analytics to understand the risks that are coming across their desk. A lot of that, on our data business, is related to the number of leads…
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#12Nicole WojnoUserIQ
CMO Insights: Nicole Wojno, Chief Marketing Officer, UserIQ
That really has informed a lot of how we're doing, developing our content strategy, SEO strategy, even our paid ad strategy. Famous story of Amazon and Jeff Bezos that they had the empty chair in all …
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#12Shane Lennon
CMO Insights: Shane Lennon, VirtualCMO
My own experience with B2B, and I'll use MarTech as an example, there's three sets of users, I think. As you move through that and you work with sales out of a customer journey full lifecycle, which w…
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#13Patrick Giusti
CMO Insights: Patrick Giusti, Vue.ai, Mad Street Den
There's always a pretty significant wall between sales and marketing. What the effort that it goes into to creating a good campaign and how valuable that is on the sales side. Because you are running …
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#6Randy Frisch
CMO Insights: Randy Frisch, Uberflip
It's really... the words are somewhat become overused, but the buyer journey and owning that buyer journey at every stage versus if you will, madman style marketing. I actually think ABM works best wh…
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#11Kira Mondrus
CMO Insights: Kira Mondrus, QASymphony
Very very data-driven to build out and support the the demand program as well as marketing operations. We set up a marketing function and are heavily focused on countless marketing strategies and real…
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#17Sal PatalanoLenovo Software
CMO Insights: Sal Patalano, Chief Revenue Officer for Lenovo Software
You're chief revenue officer, which I think for a lot of CMOs or VPs in marketing, they aspire to because you're running both, right? I think one of the primary roles outside of the obvious that it's …
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#5John KottcampTahzoo
CMO Insights: John Kottcamp, Chief Marketing Technologist for Tahzoo
Content that fits within the context as well as the desires of an individual customer or a segment of customers, if it's more anonymous. Their challenge is they wanted to be able to develop the relati…
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#19Paul JohnsonDisplayit
CMO Insights: Paul Johnson, CMO for Displayit
Essentially, we take the input that we learn from our customers and we use that to guide our product strategy. I guess that's not so secret, but it's brand new and fresh. I have marketing product as w…
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#18Ruth StevenseMarketing Strategy
CMO Insights: Ruth Stevens, President of eMarketing Strategy
Marketing's role in—the world of B2B marketing has, B2B sales and marketing has expanded. This is where account-based marketing comes in, which was the buzzword in B2B last year, maybe the year before…
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#1Ben LazarPayspan
CMO Insights: Ben Lazar, Chief Marketing and Product Officer at Payspan
An example of that is, you provide some type of service and you articulate what that service is, but not what it does for the customer's customer. There's a lot of physical event activity integrated w…
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#10David GreenMarketing for LeadCrunch
CMO Insights: David Green, Director of Marketing for LeadCrunch
Rich data and more accurate data about the accounts, about the people, and about content. I think the other part where I think AI can have a big... make a big difference is seeing what ideas are sprea…
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#13Christine NurnbergerBottomline Technologies
CMO Insights: Christine Nurnberger, CMO at Bottomline Technologies
Our ultimate objective and measurement in marketing is direct contribution to pipeline and direct contribution to bookings. Team, much like you would a sales team, where, on the onset of the budgeting…
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#10Chandar PattabhiramCoupa Software
CMO Insights: Chandar Pattabhiram, CMO for Coupa Software
Segment marketing is making different business segments successful, aligning with different... sales leaders. Then there's all the air cover in terms of brand, in terms of corporate marketing, in term…
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#14David ReskeNowspeed
CMO Insights: David Reske, Founder and President of Nowspeed
The exciting thing in digital marketing today is there's just dozens or even hundreds of things you could do well, but we've tried to focus on the things that are really going to make the difference. …
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#9Eva TsaiAlgolia
CMO Insights: Eva Tsai, CMO at Algolia
Ideal state for marketing for me, I think, will be what I call Michelin star marketing. Wanting to actually get marketing to the point that it's this whole big machine learning AI state that I could b…
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#17Shira AbelHunter & Bard
CMO Insights: Shira Abel, CEO of Hunter & Bard
How much revenue or pipeline or market share or other types of things is my PR investment getting from me? For us, we do both impressions and engagement because we also handle a lot of things. that ar…
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#16Karen SteeleLeanData
CMO Insights: Karen Steele, CMO of LeanData
I've had customer marketing teams at smaller companies, including I have one person here at Lean Data. I don't think it's any different— having one person at Lean Data than having a team of, I don't k…
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#11Christopher TarantinoEpicenter Media & Training
CMO Insights: Christopher Tarantino, CEO and Founder of Epicenter Media & Training
You talk to a standard or regular communications person, and we had one in our class yesterday who is the standard marketing go-to spokesperson for the college. The other thing that we talk about in t…
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#20Peter IsaacsonDemandbase
CMO Insights: Peter Isaacson, CMO of Demandbase
We track about 60 different companies that, in varying degrees, talk about ABM, have an ABM solution, building out an ABM platform. Sometimes it's a more coordinated effort where sales and marketing h…
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#21Lisa ColeHuron
CMO Insights: Lisa Cole, Corporate VP and CMO of Huron
It's definitely been thrilling to be a part of the team that transformed the marketing organization and our role in the organization. A lot of people talk about it, delivering a better customer experi…
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#2James ThomasSolium Capital Inc.
CMO Insights: James Thomas, CMO of Solium Capital Inc.
I have a couple of people on my team that are really deep specialists in things like demand generation programs. Really understanding our systems and how our marketing automation system connects towar…
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#32Scott Horn[24]7.ai
CMO Insights: Scott Horn, CMO of [24]7.ai
We're willing to spend a bit more on customer acquisition costs than a lot of other companies because the long-term value of our customers is just so large. One of the things we're excited about in th…
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#31Katrina WongMarketing, Hired
CMO Insights: Katrina Wong, VP of Marketing, Hired
We really have gotten pretty sophisticated and we look at even assisted conversion to revenue. One of the things I think I've noticed with the pressure for marketing to become more accountable— over t…
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#14Ron McMurtrieSage
CMO Insights: Ron McMurtrie, Chief Marketing Officer, Sage
I think of the functions, whether it be brand, communications, or our digital teams, or our sales ops or marketing ops teams, those are centers of excellence that are enabling functions. Unifying a di…
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#30Melanie HuetKraftHeinz Corporation
CMO Insights: Melanie Huet, VP Marketing, KraftHeinz Corporation
We were, I think, this is a good segue because you think Kool-Aid and kids and digital, when we were talking before the interview started, about some of your passions, about working with kids and digi…
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#29Tifenn Dano KwanSAP Ariba
CMO Insights: Tifenn Dano Kwan, Chief Marketing Officer, SAP Ariba
As marketing is much more data-driven now, with the rise of digital, and we need to also be extremely data-driven. When I started, I inherited leaders, not just managers or team leaders or team manage…
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#28Dana PolegMarketing, Kaltura
CMO Insights: Dana Poleg, VP of Marketing, Kaltura
It's actually to act on your data, to act on your insights. Specifically in my team, a couple of weeks ago, a couple of months ago, we realized that, yeah, now we have the ability to gather data. Do t…
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#5Mike WestgateMarketing, Briggo
CMO Insights: Mike Westgate, VP of Marketing, Briggo
How can we enhance that experience through technology so people can spend more time in that experience as opposed to in a cafe or any third place or any third wave? Definitely in social advertising be…
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#18Nnamdi NwokeDemand Generation, GreenSky
CMO Insights: Nnamdi Nwoke, Head of Demand Generation, GreenSky
B2B marketing automation program for some really great companies here in Atlanta after moving here. I fell in love with the customer journey and ultimately ended up here at GreenSky. First of all, you…
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#27Mark FloisandCoveo
CMO Insights: Mark Floisand, CMO at Coveo
I think, though, a lot of us, we look at Amazon, we look at MacBooks, and we say, 'Well, that's such a great example of being customer-centric. They didn't try and take their systems and then retrofit…
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#19Peter SmailsImanis Data
CMO Insights: Peter Smails, CMO of Imanis Data
Given that you're still a startup, relatively, given that it's a crowded space within data and that there's all these channels and things available. Over the last really six months is that Some of the…
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#26Megan LuedersZenoss
CMO Insights: Megan Lueders, CMO of Zenoss
While sales is certainly compensated on what they're closing, we as a marketing team absolutely is compensated and we are looked upon in terms of what the pipeline is. If the alignment and the program…
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#25Gaidar MagdanurovAcronis
CMO Insights: Gaidar Magdanurov, CMO of Acronis
Give to a customer so that will be interesting and useful for them, even if they're not going to buy our solution or choose our solution for a particular project. If they bought the product, and they'…
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#3Thomas BeenTIBCO
CMO Insights: Thomas Been, CMO, TIBCO
Three that keep seeming to... bubble up to the top are driving towards digital transformation, getting more customer centric, and continuing to evolve marketing to be, I guess, business accountable. B…
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#20Tiffany SievePaycor
CMO Insights: Tiffany Sieve, Marketing Demand Generation VP, Paycor
Sales operations, sales leadership, marketing, of course, product, and other areas. We've brought on new technologies that integrate in with Salesforce, integrate in with Marketo, so that we can make …
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#15Michelle HuffUserTesting
CMO Insights: Michelle Huff, CMO, UserTesting
How I always design my team is really have one group that's really focused on aligning with the CEO and the head of people, and kind of thinking about our brand and thought leadership. Then I have a t…
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#24Ryan GeorgeMarketing & Communications, 1st Global
CMO Insights: Ryan George, Assistant VP of Marketing & Communications, 1st Global
Some structural changes that are happening in the accounting space with technology like AI technology and other automation is taking away some revenue streams or some opportunities for revenue streams…
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#1Debbie UmbachMarketing, BitSight Technologies
CMO Insights: Debbie Umbach, VP of Marketing, BitSight Technologies
The reason I say market driven is that it's actually broader than customer driven, because if you're too customer driven. Whereas in marketing, you're really looking, particularly in product marketing…
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#16Sterling SnowRevenue, Divvy
CMO Insights: Sterling Snow, SVP of Revenue, Divvy
Was a part of that marketing team up until They were acquired by LogMeIn, at which point I came over to Divi to, again, run marketing. That evolved into revenue for us, which encompasses marketing, sa…
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#2Brennan AndrewsDart Bank
CMO Insights: Brennan Andrews, Marketing Director, Dart Bank
For a lot of times, it's a lot harder than that because maybe they haven't designed their systems and processes specifically around the customer. I think maybe there's a difference between delivering …
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#4Neil Wu BeckerBehavox
CMO Insights: Neil Wu Becker, Chief Marketing Officer, Behavox
When you're in the tech sector, enterprise B2B, the value that I found immediately in marketing making that shift was around the storyboarding and the messaging, the corporate marketing aspects. I've …
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#5Ramon RaySmart Hustle Magazine
CMO Insights: Ramon Ray, Founder, Smart Hustle Magazine
I think they use it for probably an image on their Zoom calls or team calls, probably they use it for. I remember they used to listen to us, Zig Ziglar and Dennis Waitley, on their way to sales. Don't…
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#4Will WieglerSpringCM
CMO Insights: Will Wiegler, CMO of SpringCM
For example, if we're investing $10,000 in an event sponsorship, I want to see a multiple of that in terms of new pipeline or influence pipeline or new revenue added to the company. I look for people …
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#7Mandira MehraMRI Software
CMO Insights: Mandira Mehra, CMO, MRI Software
When I first came on board I sort of think about things in terms of the brand and the communications piece, demand generation, and then product marketing and positioning. The North American market and…
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#10Scott Brinker
CMO Insights: Scott Brinker, Ion Interactive, Chiefmartec.com
A lot of great stuff happening on the data side very sophisticated analytics tools, attribution, predictive analytics. If you treat these things as a channel, you recognize— that every single piece of…
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#23Saul Leal
CMO Insights: Saul Leal, FamilyShare Network
Yet, as I mentioned, 57% of the audience were willing to read and consume this type of content. Can we create content in the family category and allocate this content and distribute this content throu…
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#7Cindy ZhouLogRhythmn
CMO Insights: Cindy Zhou, Chief Marketing Officer, LogRhythmn
I was involved in product management and product marketing, corporate marketing communications sales operations. Forget 10 years ago, forget 20 years ago, when I started my career in marketing, we are…
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#6Rodney HuttonEthan Allen Global, Inc.
CMO Insights: Rodney Hutton, Chief Marketing Officer, Ethan Allen Global, Inc.
One of the reasons why I invited you on the program today is I wanted you to share with our audience some of your experiences. I started as a summer part-time cashier help, went into sales, did except…
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#22Steve FarnsworthThe @Steveology Group
CMO Insights: Steve Farnsworth, CMO, The @Steveology Group
I think you need to have marketing sales on the same page. Connecting about how they're creating content and where that content is actually reached. You have this— even the editor who does a lot of th…
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#1Brian Carroll
CMO Insights: Brian Carroll, MECLABS Institute, Marketing Sherpa
Many companies are working in the cloud, and they're storing their data in the cloud using everything from Salesforce. com to the marketing automation platform. The other thing is that then they have …
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#4Allen GannettTrackMaven
CMO Insights: Allen Gannett, CEO of TrackMaven
Content Marketing Institute found that over 60% of content marketers do not think their content is effective. Some could be social analytics, content marketing analytics, news monitoring, web analytic…
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#21Emily Reagan
CMO Insights: Emily Reagan, Bazaarvoice, Inc.
We use a variety of tools in our marketing stack, from basic marketing automation, such as Marketo, which we use, as well as Salesforce, which is our CRM. We have a robust content management system th…
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#10Stephanie CoxLumavate
CMO Insights: How to build apps without code | Stephanie Cox, VP Sales and Marketing, Lumavate
This— that your title running sales and marketing it's—uh—but not a lot of marketers necessarily going on to running sales and marketing. Because to your point, no one really seems to move from market…
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#9Ed BreaultAprimo
The New Era of Content Operations: AI as the Ultimate Wingman for Marketers with Ed Breault, Aprimo
I would say, before, as marketers, brand leaders, folks that use a Primo, just anybody really going after strategies, some examples like personalization or storytelling at scale. Even like all this da…
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#10Pam PiligianNavy Federal Credit Union
Building Stronger Relationships: How Navy Federal Puts Members First with Pam Piligian, CMO
Then, from a my job here as a CMO, is really about telling that story and serving as our growth engine to connect with more people that are eligible to join and get them to join. Part of my team is re…
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#11Meagen EisenbergLacework
Marketing Success in the Crowded Cybersecurity Industry with Meagen Eisenberg, CMO of Lacework
Your sales team can only invite so many people to so many things. I'm always... looking at the activity and it depends on your sales cycle, right? When I think about MongoDB and what it's doing, and t…
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#12David CarrelThomson Reuters
Innovative Strategies in a Changing Landscape: Thomson Reuters' Approach with David Carrel, CMO
What changes are you implementing in marketing to support that transformation? Across the company, we've been on a journey to changes, but for marketing specifically our legal groups were organized th…
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#13Ted RogersDigital River
Navigating the Global E-commerce Landscape: Insights from Digital River's CMO, Ted Rogers
I think you'll see something similar in how AI takes form. I actually used to sell fraud systems and run a fraud team. That's more or less a form of AI in its early stage. Know a marketing executive w…
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#14Norman GuadagnoMimecast
Mastering the Modern CMO Toolkit: AI, Data, and Cybersecurity with Norman Guadagno, CMO, Mimecast
I think oftentimes we're so focused on marketing data that we don't actually pay as much attention to sales data or to revenue data or to other types of data in the business, which also are strong sig…
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#15Nikhil BehlFICO
From Data to Outcomes: The Art of Operationalizing Insights with Nikhil Behl, CMO, FICO
You did just mention everything that you're doing with AI data analytics. My objectives are really to help our broader organization deliver on its broad-based results, whether that's revenue, profitab…
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#16Lauren SallataRicoh North America
Inspiring Change: Lessons in Leadership with Lauren Sallata, CMO, Ricoh North America
One of the things that we've been focused on really is tuning our narrative, our business narrative around. Are really around recruitment, marketing, and building up our employer brand so that this be…
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#17Louise TroenReveri Health
Building a Brand in Mental Wellness: Insights from an Underdog with Louise Troen, CMO, Reveri Health
I think my role is to unlock potential of my team and inspire them on that journey. Are there other values or virtues that you try and enforce and or look for when you're hiring potential people to jo…
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#18Carolyn CrandallForgepoint Capital
The Transformative Power of AI in Marketing with Carolyn Crandall, CMO & Forgepoint Capital Advisor
Obviously, AI can play an important role in content for ideation and extending the content out. How can they use AI to actually deliver a better customer experience? Especially if you're ever listenin…
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#19Brook JayAll Terrain Collective
The Power of Experiential Marketing with Brook Jay, CEO and Founder, All Terrain Collective
The solution is that both the sales and marketing teams need to be working lockstep with agency teams. What the drivers are to actually get one person to connect to another or what makes one experienc…
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