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Arpine Babloyan: Marketing Isn’t a Lead Machine. It’s a Clarity Engine.

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Host Kerry Guard interviews Arpine, VP of Global Demand Gen at ThreatConnect, about waterfall metrics, data-driven marketing, and sober networking at conventions.

Learn how clear marketing goals and tracking KPIs measure meaningful success. Arpine also discusses when adjusting marketing strategies and goals is actually effective throughout the year (versus changing goals to boost leaders' egos).

Connect with Arpine on LinkedIn: https://www.linkedin.com/in/arpine/ to dive into any of these topics discussed in this episode.

This podcast is powered by MKG Marketing, a digital agency helping cybersecurity and data-driven brands grow revenue without wasting spend. Want to learn more about all of our guests featured?  Feel free! https://mkgmarketinginc.com/podcasts/marketing-leaders/#episodes


  • (00:00) - Welcome & Hiatus Recap
  • (02:00) - Meeting Arpine at Cyber Marketing Con
  • (06:00) - Trade Show Takeaways: RSA & Buyer Intent
  • (10:00) - Human Connection in the Booth: People first, product second
  • (14:00) - Sales + Marketing: From Silos to Shared Revenue Goals
  • (19:00) - The Reverse Waterfall: Goal-Setting with Realistic Conversion Rates
  • (24:00) - Hypothesis-Driven Optimization
  • (29:00) - Attribution & Influence Beyond Last Touch
  • (34:00) - Brand & Demand Gen: Measuring the Intangibl
  • (39:00) - Closing: Connect with Arpine, Joy & hang with MKG at Future remote board game sessions

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    Back on T-R-A-C-KBy MKG Marketing Inc