Top CMOs and Marketing Leaders
DEMAND GEN VISIONARIES
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EPISODE
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Part 9: Top Marketing Leaders Share Their Most Uncuttable Demand Gen Budget Items
This is part nine of our special mini-series revealing the top demand gen budget items mentioned by the marketing leaders who’ve appeared on DGV. Tune in to hear all the budget items our guests couldn’t live without!
For more than a decade, B2B sales and marketing teams have been operating the same way. CMOs spend tons of money to drive qualified leads to your website, and if they want to talk to sales, you ask them to fill out lead capture forms that always end with "Thanks, someone will get back to you shortly."​ The problem? Buyers move onto other things and sales reps struggle to engage buyers and start the selling process. Simply put, the process that marketing teams use to pass leads to sales is broken. A new category of software has emerged, and it's called Conversational Marketing. The concept is simple. When qualified leads land on your site, we'll alert your reps in real-time and allow both parties to start a conversation instantly via chat, voice calls, and screen sharing. Conversational marketing is the rare opportunity for your company to completely change the game on how you interact and engage with qualified prospects. Your buyers will be thrilled about the new experience and your business will feel the impact to the metrics that matter most, pipeline and revenue.
INDUSTRY
Computer Software
FOUNDED
2018
WEBSITE
www.qualified.com

For more than a decade, B2B sales and marketing teams have been operating the same way. CMOs spend tons of money to drive qualified leads to your website, and if they want to talk to sales, you ask them to fill out lead capture forms that always end with "Thanks, someone will get back to you shortly."​ The problem? Buyers move onto other things and sales reps struggle to engage buyers and start the selling process. Simply put, the process that marketing teams use to pass leads to sales is broken. A new category of software has emerged, and it's called Conversational Marketing. The concept is simple. When qualified leads land on your site, we'll alert your reps in real-time and allow both parties to start a conversation instantly via chat, voice calls, and screen sharing. Conversational marketing is the rare opportunity for your company to completely change the game on how you interact and engage with qualified prospects. Your buyers will be thrilled about the new experience and your business will feel the impact to the metrics that matter most, pipeline and revenue.

Episode Summary

Every week on Demand Gen Visionaries we sit down with marketing leaders from some of the world’s largest and fastest-growing companies to uncover the demand gen strategies that have been fundamental to their skyrocketing success. In each episode, we ask our marketing-leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this special mini-series to hear the budget items our CMO guests can’t live without!

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Key Takeaways

  • Simplification and focus on a single message or platform is a priority for many CMOs in 2023.
  • Several CMOs say they believe in-person events can be a valuable way to connect clients and a crucial element of their marketing strategy.
  •  CMOs cited the web channel as a significant contributor to pipeline over the years.

Quotes

“Rather than having multiple go-to-market kind of motions, we're going to be singular focus which will give us the ability to invest at the level we need to, but also keeps us simplified and focused on a single message or single platform.” - Kevin Sellers, CMO, Ping Identity

“The website, the content team, and paid… those three key areas are what we're developing and focusing in on 2023 to bring new people into the pipeline.” - Melissa Sargeant, CMO, AlphaSense

“Our constant need to optimize channels and to look at every single message and keyword—optimizations that we can potentially do within those inbound digital channels is a huge focus for us." - Esther Flammer, CMO, Wrike

"Our field budget which is working with vendors… are the lowest volume but the highest converting for us because it's basically just ABM and sales." - Liam Barnes, Head of Demand Gen, Bionic

“Some uncuttables are a lot of the positions that we've achieved on directories where our own clients are reviewing us and relating their firsthand experience of doing business with us to the rest of the world." - Eric Quanstrom, CMO, CIENCE Technologies

“I think one of the best things I can do as a marketer is connect one client with another client so that they can inform each other… some of that can only happen at a big in-person event where we can sit down in a tech pavilion or an expo and see the technology, but also talk to each other about how it can be used." - Don Schuerman, CTO & VP of Product Marketing, Pegasystems

“​​Our web channel is definitely a huge contributor to pipeline over the years." - Michelle Huff, CMO, UserTesting

“If you are in B2B, your target market is on LinkedIn and it's only getting bigger and bigger...if you're not on LinkedIn and you're in B2B, you're missing out on a massive opportunity." - Mandy McEwen, Founder, Mod Girl Marketing

“Our first unctuabble item is events and hybrid events too–webinars and such. There are ways to do that in a very economic fashion." - Madhukar Kumar, CMO, SingleStore

Episode Transcript

Episode Timestamps: 

Part nine of this special mini-series features 9 CMOs and marketing leaders from some of the world's fastest-growing companies, including:

*(02:00) Kevin Sellers, CMO, Ping Identity

*(04:00) Melissa Sargeant, CMO, AlphaSense

*(04:30) Esther Flammer, CMO, Wrike

*(06:30) Liam Barnes, Head of Demand Gen, Bionic

*(08:00) Eric Quanstrom, CMO, CIENCE Technologies

*(11:50) Don Schuerman, CTO & VP of Product Marketing, Pegasystems

*(14:00) Michelle Huff, CMO, UserTesting

*(16:00) Mandy McEwen, Founder, Mod Girl Marketing

*(17:50) Madhukar Kumar, CMO, SingleStore

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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.

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