Kevin Tate
DEMAND GEN VISIONARIES
/
EPISODE
128
Building Brand Awareness in Shifting Markets
This episode features a conversation with Kevin Tate, the CMO at Clearbit. With extensive experience in enterprise SaaS, eCommerce, digital marketing, and social media, Kevin offers valuable insights on the shifting economics of demand generation driven by changes in the market.
Clearbit helps companies create, capture, and convert demand from ideal customers — all from one powerful and flexible go-to-market platform. They work to shape the future of revenue-driven marketing. Clearbit helps companies build a foundation for growth, and is committed to empowering employees with the autonomy and opportunity to grow, both personally and professionally.
INDUSTRY
Technology, Information and Internet
FOUNDED
2015
WEBSITE
clearbit.com

Kevin started out on the web as a UNIX & database administrator in 1996. He’s now a sales & strategic marketing executive with deep domain expertise in marketing & sales intelligence, Enterprise SaaS, Digital Marketing, Social Media and IoT. He has 25 years of Sales, Marketing & Product leadership experience with firms serving G2000 brands and agencies. He’s led go-to-market for Software (SaaS), Professional Services and Hardware-enabled SaaS companies. He has significant M&A experience and is a key member of diligence, acquisition and post-integration teams for three successful transactions. Kevin is also an early-stage investor, mentor and entrepreneur, as well as an avid technologist. He spends spare time tinkering in all things internet, mobile & media-related.

Episode Summary

This episode features a conversation with Kevin Tate, the CMO at Clearbit. With extensive experience in enterprise SaaS, eCommerce, digital marketing, and social media, Kevin offers valuable insights on the shifting economics of demand generation driven by changes in the market. He also emphasizes the significance of timing in brand awareness building, highlighting its pivotal role in today's business landscape.

Key Takeaways

  • Optimizing inbound motion has become a big focus area in the new economy for CMOs.
  • The economics of demand generation are changing, with more tire kicking and less direct leads due to the market shift, but building awareness is still important.
  • Mid-funnel content–content designed to nurture potential customers who may have interest but not the budget–is an uncuttable budget item for Kevin.

Quotes

“When things were really frothy, you could be more sure that someone who came across your content ad on Facebook or Instagram might be in the market. Now, it's less likely that they're ready to buy but it's just as important as a brand to be building awareness so that you're top of mind when the time is right.”

Episode Transcript

Episode Timestamps:

* (01:30) - Meet Kevin Tate, CMO of Clearbit

* (04:00) - Navigating changes in shifting markets

* (15:00) - Kevin’s uncuttable budget items

* (33:00) - How do you show ROI from mid-funnel content?

‍

Sponsor:

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

‍

Links