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Podcast Summary

In this conversation with Simon Chuang, Director of Digital Marketing at Lacework, he talks about orchestrating and implementing high-quality lead-opportunity handoffs to drive efficiency and growth.

Today, you’ll hear about Lacework’s process and execution, their lead opportunity quality feedback loop, how they systematize data collection further down the funnel, the things that Simon would’ve done differently a year ago, and the exciting next frontier.

Prior to joining Lacework, Simon served as the Manager of Digital Marketing and Web Strategy at Lam Research, Senior Marketing Manager at Revvo, and as Senior Digital Marketing Manager at Druva.

Episode Outline

[02:54] Lead opportunity quality feedback at Lacework.

[05:00] The process and execution.

[09:58] Systematizing data collection.

[11:56] What Simon would’ve done differently.

[14:20] What’s the next frontier?

Connect with Simon

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Podcast Summary

In this conversation with Mark Huber, Head of Brand and Product Marketing at Metadata, he talks about use-case and persona-specific sequences. Today, you’ll hear about moving from generic to persona-specific sequences, how the results have changed over time, an exciting future development for Metadata, and an important lesson that Mark has learned.

Prior to joining Metadata, Mark served as Senior Manager of Marketing Operations at Uptake and Director of Demand Generation at Fast Radius. He currently serves as the host of the Demand Gen U Podcast, an advisor for Gated and Navattic, and as Marketing Director for Have Dreams. Mark holds a BSc in Marketing from the Indiana University Kelley School of Business.

Episode Outline

[05:34] Persona-specific sequences.

[06:46] From generic sequences to persona-specific sequences.

[09:57] How the results have changed.

[12:12] What’s coming up for Metadata?

[13:40] A lesson learned.

[16:35] The selling motion.

Connect with Mark

Website.

LinkedIn.

Connect with Matter Made

Matter Made.

LinkedIn (Eli)

Podcast Summary

In this conversation with Andy Mowat, Co-Founder of Gated, he talks about Gated’s demand efficiency levers. Today, you’ll hear about his approach to demand efficiency, the custom Chrome extension that they built, focusing on all the surfaces and experiences, and driving creativity. 

Prior to founding Gated, Andy served as the VP of GTM Operations and Growth Marketing at Culture Amp, the Senior Director of Customer Success Operations at Box, the VP of Business Operations at Upwork, and COO at Prialto.

Episode Outline

[02:43] What is Gated? 

[04:46] Approaching demand efficiency. 

[06:00] Working through all the surfaces. 

[07:30] The custom Chrome extension.  

Connect with Dan

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Podcast Summary

In this conversation with Dan Frohnen, CMO at PicnicHealth, talks about Channel Mix. Today, you’ll hear about PicnicHealth’s channel mix, Dan’s approach to channel diversification, choosing when to invest in new channels, keeping teams organized and productive, and the most common pitfalls.

Prior to joining PicnicHealth, Dan served in numerous roles, including as the CMO of UpKeep, the CMO of Sendoso, the Executive VP of Marketing at Skedulo, and as VP of Global Demand Gen and Sales Development at Conga. 

Episode Outline

[06:05] PicnicHealth’s diversified channel mix. 

[07:27] Approaching channel diversification. 

[09:17] Investing in new channels. 

[11:01] Keeping teams organized. 

[13:18] Common channel mix pitfalls. 

[14:59] The selling motion  

Connect with Dan

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LinkedIn

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Matter Made

LinkedIn (Eli)

In this conversation with Latané Conant, CMO at 6sense, she talks about doing account-based marketing right. Today, you’ll hear about making demand centers more efficient, team structures at 6sense, ensuring an accurate source of truth, Latané’s most-used platforms, and the importance of saying ‘no’.  

As CMO of 6sense, Latané is passionate about empowering marketing leaders with effective technology, predictive insights, and thought leadership so they can confidently lead their teams, company, and industry into the future. Prior to joining 6sense, Latané served as CMO and Sales Leader at Appirio. She also serves as a member of the Revenue Collective, and as Advisory Board Member for Mediafly and Atrium. 

Episode Outline

[05:13] The best way to have an efficient demand center. 

[08:06] How Latané has structured her teams. 

[11:05] Ensuring an accurate source of truth. 

[13:04] Platforms that Latané can’t live without. 

[14:33] Marketing leaders who should be on the show. 

[15:08] 6sense’s selling motion.  

Connect with Latané

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LinkedIn

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Matter Made

LinkedIn (Eli)

Podcast  

In this conversation with Prachi Gore, VP of Marketing at Checkr, Inc, she talks about marketing and experimentation. Today, you’ll hear about Checkr’s lifecycle marketing, experimentation, how Checkr is set up for success, knowledge sharing, and some exciting areas of opportunity for the year ahead.

Prachi Gore is an accomplished marketing leader with over 15 years of experience in marketing and consulting. Prior to joining Checkr, Prachi served as the VP of Marketing at SmartRecruiters, Manager of Global Web Marketing at SunPower Corporation, and Consultant at Emerson Electric.

Episode Outline

[03:25] Lifecycle marketing as a driver for growth

[05:25] Lifecycle marketing metrics

[06:45] Experimentation

[09:50] Setting Checkr up for success

[11:24] Institutionalizing the learnings

[12:46] Areas of opportunity for the upcoming year

Connect with Prachi

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LinkedIn

Connect with Matter Made

Matter Made

LinkedIn (Eli)

Podcast Summary

In this conversation with Ryan Narod, Head of Marketing at Mutiny, he talks about revenue orchestration. Today, you’ll hear about the strategies and tactics Ryan has used, orchestrating team structures, keeping the teams in sync, running regular experiments, approaching measurement, and what Ryan would’ve done differently.

Prior to joining Mutiny, Ryan has served in numerous marketing roles, including as the Product Marketing Manager at Google, and Head of Marketing at Radar, as well as serving as a contributor to TechCrunch and Advisor at AudiencePlus.

Episode Outline

[05:27] Strategies and tactics

[09:01] Orchestrating the team structure

[11:30] Keeping teams in sync

[13:33] Running experiments

[15:10] Measurement

[17:08] What would Ryan do differently?

[18:49] Mutiny’s motion

Connect with Ryan

Website

Twitter

LinkedIn

Connect with Matter Made

Matter Made

LinkedIn (Eli)

Podcast Summary

In this conversation with Isaac Ware, Director of Demand Generation at UserGems, he talks about messaging. Today, you’ll hear about how UserGems prioritizes messaging, the transition into data-driven messaging, testing the evolution of their messaging, and Isaac’s three most essential pieces of tech.

Prior to joining UserGems, Isaac served in roles, including as the Director of Paid Media at Bear Fox Marketing. Isaac holds a Bachelor of Business Administration with a minor in Marketing from Grand Canyon University.

Episode Outline

[08:59] Prioritizing messaging

[12:22] Transitioning to be more data-driven

[14:23] Their cadence for testing the messaging evolution

[15:36] Messaging that didn’t perform as expected

[16:54] Challenges in implementing the messaging matrix

[18:50] Three essential pieces of tech

[19:59] Isaac’s motion

[21:43] Episode recap

Connect with Isaac

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LinkedIn

Connect with Matter Made

Matter Made

LinkedIn (Eli)

In this conversation with Seiyonne Suriyakumar, Head of Marketing at Superhuman, he talks about customer focus and growth. Today, you’ll hear about how Superhuman has operationalized customer focus, shifting to remote-first, their growth mechanisms, and the common things that traditional B2B’s get wrong with customer focus.

Prior to joining Superhuman, Seiyonne served as COO at Mobitor Corp., SM of Product Marketing at HelloSign, Director of Product Marketing at Dropbox, and as Limited Partner at GTMfund.

[03:33] Things that Superhuman did well

[05:43] Customer focus

[08:07] Institutionalizing learnings at scale

[10:13] What keeps it all together?

[12:49] Why traditional B2B’s get customer focus wrong

[14:42] Building growth mechanisms to focus on expansion

[16:27] Emerging marketing and growth leaders

James Winter

George Baier

Website

LinkedIn

Matter Made

LinkedIn (Eli)

In this conversation with Sydney Sloan, Executive-in-Residence at Scale Venture Partners, she talks about ad program sophistication. Today, you’ll hear about stage-appropriate sophistication, leveraging technology and tools, some of the most common timing mistakes, and the impacts of reaching certain levels of sophistication.

Prior to Scale Venture Partners, Sydney’s experience includes as a marketing services event specialist at Nestle SSA, Director of Strategic Customer Marketing & Sales Enablement at Adobe, Senior Director of Customer Experience at Jive Software, CMO at Alfresco, CMO at Salesloft, and Limited Partner at Stage 2 Capital.

[05:06] Building sophistication into programs

[09:25] Leveraging tools and technology

[14:43] Common timing mistakes in adding sophistication

[17:48] The impact of reaching levels of sophistication

[19:41] Saleloft’s motion

Website

LinkedIn

Matter Made

LinkedIn (Eli)