Performance Delivered

Your demand gen engine will determine your business’s success... or failure.But you don’t need unlimited resources in order to turbocharge your engine’s ROI. There are just three key elements to any winning strategy: People, Tech, and Alignment. Get those right and you’re off to the races.Lauren McCormack knows how to get these elements dialed in. The VP of Marketing at BuildFire is an award-winning marketer and Marketo Certified Expert. Her strategies will get your demand gen engine up and running in no time.Don’t miss this game-changing episode!

With all the buzz around the Metaverse, what are the opportunities for your brand to expand and find success in this growing, virtual space? Luxury and global brands like Gucci and Nike have been early adopters in the Metaverse marketplace. But, with a critical mass of users spending an increasing amount of time, and currency, plugged in and purchasing virtual products, there are endless ways in which smaller brands can monetize their goods and expand their brand awareness. Dan Wallace-Brewster is the Senior Vice President of Marketing at Scalefast. A pioneer in ecommerce for entertainment and consumer brands, he is the perfect resource to help you understand, and incorporate, the Metaverse into your future brand strategy. Don’t miss this episode or your chance to get in on this young and exciting market!

How can you expand your brand with digital marketing?  What has caused well-known brands to fall out of favor with their target customers?  How can you use digital to accelerate marketing feedback and adapt to your customers?  David Cunningham, President of Brand Partnerships at MySureFit, is a 20-year veteran of some of the biggest names in the apparel industry. He shares lessons and case studies from brands like Ralph Lauren, Nautica, and Burberry. His expertise in both B2B and B2C digital channels will set you up for success in digital marketing and digital customer experience.  Listen in to learn more, and find out how you can start making marketing changes within 48 hours.

Everyone is looking for better ways to convert – and keep – prospects as customers. In this episode, we are pleased to welcome someone who has valuable insights into just that. Scott King is the Head of Marketing at Krista Software, an intelligent automation platform company. Scott helps enterprise software companies build better content and tell better value-based stories that create life-long customers. His background in sales and current position in marketing gives him a unique take on the prospect conversion process. Scott’s approach is all about authenticity, connection, and how marketing can better utilize feedback from sales. Listen in to discover: Next steps after identifying the target audience  How can marketing build familiarity with prospects  How should sales provide feedback to marketing  And much more This episode has takeaways for both sales and marketing leaders. And don’t miss his final secret – Why the best product doesn’t always win the deal. 

For everyone out there who sells products and services, we have a special conversation with best-selling author and Master Level Certified Profit First Professional Cyndi Thomason. Cyndi is also the Founder and President of Bookskeep, a worldwide bookkeeping and consulting services company. She knew there had to be a way to help her struggling clients create more cash flow and the Profit First technique became the solution. From startups to established businesses, no matter which industry you operate in, Profit First has something to improve your company, including: Understand exactly where your money goes each month  Flipping the formula to set aside profits before expenses  Operating more efficiently   And more Bookkeeping is often the first thing to go when times get busy. Set up a system that simplifies processes. Start to see results in just a few months. Listen in and learn more about Profit First. 

Everything a company does influences their brand. Every single touchpoint a company has in the world becomes part of their brand identity. And, with the world becoming increasingly more digital, those touch points are increasingly more digital as well. You need to think digital first when designing or updating your brand. There are a multitude of technical considerations for digital branding from positioning in digital markets to color differences between physical and digital properties. Haraldur Thorleifsson lives in the digital branding space. He is the Founder of Ueno, an agency that uses tech design and strategy to create brands, products, and experiences for a variety of companies. Our conversation with Haraldur covers a range of important topics in digital branding, including:  Steps a company must take to outline their brand  How to take an older brand into the digital world  The elements of digital branding that will produce results  Mistakes companies make in their digital branding plans  And more Wh

Are you tired of stressing over hourly billing for your services? Feeling like your income is limited by the hours in a day? Dread going back to clients for change orders and having to explain why you’re going to be over budget? There is a better way: Value Based Pricing Jonathan Stark is on a mission to rid the world of hourly billing. The author and former software developer details how you can stop trading time for money and start optimizing your expertise. He lays out why and how you can start value pricing your services, including: Which projects work best for value pricing  Why you should look at scope last, not first  How to convince clients on value pricing  And much more Get control over project creep. Never go over budget on a client again. And set your prices based on what clients are willing to pay, not what it will cost you to complete the work. Listen in now and ditch hourly!

The B2B sales process is becoming ever more like that of B2C sales. Behind this long-term trend is the understanding that the people behind B2B buying decisions are behaving more and more the way they do as B2C buyers. All of this makes my conversation with Bryant Lau all the timelier and more important for anyone involved in B2B marketing. Bryant is the Head of Demand at Flockjay, a business services company that both recruits and trains candidates for positions in tech sales and connects them with companies looking to add motivated, diverse members to their sales teams. His role places him squarely between B2C and B2B marketing and sales. Bryant shares his lessons for success in both areas, including: The structure of a marketing team that incorporates B2B and B2C sales  The differing channel needs of B2B and B2C  How to balance the marketing needs of each  And more To get the most out of your B2B efforts, you need to better understand B2C marketing, and to better understand that, you need to listen here.

Too often, sales development reps are tied up chasing leads instead of being able to qualify them. The ability to structure the marketing/sales lead generation in a more efficient and effective way is the key to creating the opportunity for exponential growth. A key that Scott Logan holds as the VP of Marketing for Kronologic. Scott has spent 15 years in both B2B sales AND marketing roles and 7 years building high growth demand gen teams from the bottom up. His experience in both marketing and sales has given him the insights that have led to developing improvements for the lead gen and sales process, insights he shares with listeners, including: How to establish a feedback loop between sales and marketing  How to break the early-stage sales bottleneck  How to uplevel the skill set of your entire sales team  And more Scott also shares Kronologic’s Calendar First™ sales engagement methodology. Listeners are invited to try it for themselves and see the difference it can make in removing the pain points of conne

If done correctly, brand marketing can boost the success of your organization’s performance marketing efforts. Educating prospects from the beginning reduces friction in the sales funnel and shortens the time between lead and opportunity. Aligning the work of these two teams, brand marketing and performance marketing, is the smart approach to getting more out of your company’s messaging. InVia Robotics CMO Kristen Moore joins this episode, bringing over 20 years of experience in marketing within the tech and ecommerce sectors to our conversation on aligning brand and performance marketing. Her important insights include: Assembling the right marketing talent for alignment  The metrics to show the impact of aligned efforts  Specific team actions to align brand and performance messaging  And much more Don’t miss out. Start boosting your efforts today!

Trying out a new recipe in the kitchen often requires working with new ingredients, learning new techniques, as well as a healthy dose of trial and error. Sometimes you come away with a delicious meal and sometimes you’re left with lessons of what to do, or not to do, next time. VP of Marketing at OneDay, and cooking enthusiast, Carter Severns shares his expertise in startup marketing and the similarities to trying something new in the kitchen. Carter began as a marketing team of one and set about creating the company’s entire marketing plan from scratch. As with a new dish, his marketing methods rely heavily on the principles of test, learn, optimize, and repeat. He walks listeners through everything they will need to know about marketing in the startup environment, including: What you need in your tech stack  Strategic budgeting  How to create the ideal buyer persona  Setting expectations for success  And much more Understanding that, when beginning something entirely new, not everything will work out is ke

Most companies build a sales team and expect them to self-generate leads; few have an efficient method to feed their sales pipeline. Today’s guest, Ian Bellais, spearheads the partner marketing efforts as VP of Business Development at Verified First. With over 20 years of experience creating thriving, robust pipelines and revenue streams, Ian shares the power of partner marketing and what it takes to get any company into, and benefiting from, marketing through organizations to their end users in mutually beneficial partnerships, including: How to structure a partner marketing arrangement  The types of marketing events partners can provide  How to identify partners that will be a great fit  The keys to a healthy partner marketing relationship  And more Ian has created a system where almost 100% of his company’s pipeline is fed by partner marketing and that results in close rates as high as 65%. Listen in and learn how to boost your own numbers.

Personalizing the customer experience is the smartest way to improve retention, add value, and increase revenue. But how do you collect the right data, and how do you use it intelligently to create highly relevant experiences across the entire customer journey? Brian Border is the Head of Marketing for JustAnswer, the leader in connecting customers to professional services experts. JustAnswer is revolutionizing the way customer data is collected and used to build robust consumer profiles across their platform and marketing efforts. Using data science, machine learning, paid media, and more, they create relationships with their customers that grow over time. Brian details their approach for anyone wanting to make better use of their customer data efforts, including: How to extract data from hesitant customers  How to build in-depth profiles  3 recommendations for companies just beginning  And much more Go beyond the basics and start building better customer relationships.

Going to market with your product, service, or experience is the most important moment in your company’s development. Deciding HOW to get there is critical. Dirk Schart is the CMO and President of RE’FLEKT. A brand and growth leader and creator of the Tech Circle community, Dirk understands how to bring complex products to the right markets. While most companies only focus on a single lane of the go-to-market highway, Dirk advises startups to have the flexibility and vision to utilize multiple lanes, enabling them to reach the right audience in such a way that they are creating a 10x user experience. This includes: How to define the go-to lanes of marketing, product, and sales  How to select the correct lane for your business  Determining the right time to switch lanes  And more Whether you are a large or small company, taking your first or third product to market, this episode is worth a listen.

There is often a lot of uncertainty surrounding social media marketing, especially among B2B companies. There is the time crunch to create content for the various platforms. The pressure to keep up with other brands. And questions about future trends. Kathy Dunlay helps bring clarity and direction to companies looking to maximize their social media efforts. The Founder of New England Sales & Marketing has over 30 years of strategic marketing experience in the tech and digital spaces. Her firm leverages multi-channel campaigns to generate sales demands and she brings her expertise to answering the big social media marketing questions, including: How has B2B social marketing evolved  What are the most effective ways to utilize social media for sales  Have we reached the limits of marketing automation  What is next for social media marketing  And more Kathy’s mantra is “don’t implement other people’s best practices, figure out your own.” Listen now to start figuring out what social marketing efforts are righ

Getting your brand awareness to the tipping point will have the greatest impact on future sales. How to get there can be a mystery. Too many marketing execs focus on sales and demand gen rather than efforts that engage your target market and warm them up before they enter the sales pipeline. Angus Robertson is the CMO at Chief Outsiders. He helps companies accelerate growth by building their brand awareness in a strategic way that results in a more productive sales pipeline. Angus understands what it means and what it takes to create – and measure – brand awareness, and he shares the key strategies, including:  The different brand awareness needs for startups and established companies  Execution tactics to generate awareness within a target market  His favorite metrics for measuring brand awareness activities  And more When you have a prospective customer who already knows your brand, your product or service, and your company, they are more inclined to move through the sales pipeline than a prospect who needs

Marketing success is no longer simply measured by filling the sales pipeline. Marketing teams are increasingly responsible for revenue generation. Businesses that can align their marketing and sales efforts will succeed, and those whose teams are misaligned will suffer and fail. How can you ensure alignment and, ultimately, growth? Our guest, VP of Global Revenue Marketing for ActiveCampaign, Jenny Coupe goes in depth on the topic. An expert in the area, Jenny shares insights, examples, and steps you can take now, including: How to approach sales and marketing alignment  What are the problems an alignment can solve  How to create a common set of metrics to measure the success of the relationship  How to maintain the partnership to create a long-term impact  And more Make sure your marketing and sales teams understand their common goals and complementary roles and responsibilities. Don’t let misalignment mistakes hold back your business. Listen now!

Where should you start when building out an early-stage marketing team? What will be the best use of your resources? And, once you are rolling, how do you know when to scale up? It’s a mistake to try to emulate a large marketing org from the beginning. Our guest, Daniel Rodriguez, is an experienced marketing executive and entrepreneur. In both VP of Marketing and CMO roles for startups, Daniel has built multiple, successful marketing teams from the ground up. He knows where to start and what to do next. He joins this episode to share his insights into the process, including:  Which area of marketing needs a 6x headcount and resource allocation  How to leverage outsourced work to create more capacity  Which metrics will determine when it is necessary to bring tasks in-house  And much more The only way to move an early-stage company from point A to point B is to generate customer demand. Being smart about constructing a marketing team that can generate that demand will determine the success of the company. List

Many early-stage companies make the mistake of jumping right into performance marketing – using paid advertising to try and generate sales and grab market share. They fail to invest in building their brand first. The result is that their marketing is less effective because there is insufficient brand awareness, reputation, or loyalty to convert potential customers. Jean-Michel Boujon is a veteran brand builder. The SVP of Global Marketing at Outdoorsy, he has over 16 years of experience and a proven track record of building brands and steering multinational marketing teams. He joins the show to explain and outline how companies need to think and act as they build their brand, including: Why some brands are perceived stronger than others  What does brand marketing do that performance marketing doesn’t  How to progress from brand persona and voice to messaging  And more The conversation with Jean-Michel goes from theory to practice to measuring efficacy. A must-listen for anyone involved in business development

Don’t overlook the importance of investing in your expansion sales pipeline. New business is important for any company, but conversion rates are often low and closing timelines can be drawn out. Expanding business with existing clients is key to growth, and it requires its own set of considerations and tactics. In this episode, Chris Willis gives a comprehensive guide to expansion marketing. The CMO at AI content analytics firm Acrolinx, Chris has over 20 years of experience growing tech companies and has focused on optimizing marketing for expansion sales pipelines. His best practices for expanding business with existing customers includes:  A tiered approach to existing client marketing needs  Creating campaigns specific to those top tier customers  Developing “champion enablement” contacts within target orgs  Effectively tracking expansion marketing efforts  And much more If you are looking to boost sales numbers quickly or want to remain relevant to your existing customer base, you need to listen to this