Demand generation is as much about building trust as it is about driving pipeline. This week on Demand Bites, we’re thrilled to welcome Tara Robertson, Head of Demand Generation at Chili Piper, to share her insights on creative approaches to marketing, scaling personalised strategies, and aligning with sales teams to achieve shared goals.

In this episode, Tara discusses the importance of empathy in marketing and why marketers should “market how they wish to be marketed to.” From building trust through transparency to leveraging innovative tools like GoodFit for account scoring, Tara highlights what works in a fast-changing landscape. She also provides actionable tips for scaling personalised campaigns and balancing creativity with measurement.

Whether you’re looking to break through the noise, align with sales, or reimagine demand generation, Tara’s expertise will inspire you to think differently about your approach.

Demand Bites is the podcast where B2B demand generation leaders share strategies you can use to identify, educate, and convert your ideal customers.

Chapter Markers:

(01:27) Meet Tara Robertson: Journey into Demand Generation

(03:07) Creative Demand Gen Tactics That Work

(04:15) Scaling the Unscalable: Outbound Success Stories

(05:56) Using GoodFit for Target Account Scoring

(06:48) Building Trust in B2B Through Transparency

(08:16) The One Takeaway for Modern Demand Generation

(09:33) Lessons Learned at Chili Piper

(10:34) Where to Connect with Tara Robertson

Useful Links:

Tara Robertson on LinkedIn: https://www.linkedin.com/in/tararobertson/

Chili Piper Website: https://www.chilipiper.com