Demand Gen Chat

Jason Bradwell, founder of B2B Better, joins Tara Robertson on Demand Gen Chat to discuss the relevance of marketing qualified leads (MQLs) in B2B marketing. Jason argues that MQLs are still important in certain contexts, particularly in enterprise settings with long sales cycles and complex buying committees. He emphasizes the need for a clear definition of what constitutes an MQL and aligning with sales on the criteria. They also discuss the shift towards longer buying cycles and the importance of targeting the entire buying committee. Jason advises marketers to focus on building their own platforms and email lists, as well as experimenting with AI tools to streamline productivity.

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

Follow Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/

Check out B2B Better: https://www.b2b-better.com/

Jason’s viral LinkedIn post about events: https://www.linkedin.com/posts/jasonbradwell_you-spend-120000-on-a-booth-next-to-the-activity-7087107819891499008--8D8?utm_source=share&utm_medium=member_desktop

Listen to the B2B Better podcast episode with Kyle Lacy: https://pod.co/b2b-better-1/v1-final-m4a

Jason’s A2E prioritization framework on Marketing Powerups: https://marketingpowerups.com/podcast/jason-bradwell-a2e-framework/

Check out Descript’s AI audio tools: https://www.descript.com/?lmref=2elBZw

Follow Lucy Heskins: https://www.linkedin.com/in/lucyheskins/

Check out Grain AI: https://grain.com/

Follow Jason on Threads: https://www.threads.net/@jasonbradwell

Check out Jason’s newsletter B2B Bite: https://b2bbite.substack.com/

For even more marketing tips…

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0:00:00 Introduction to the podcast and guest, Jason Bradwell

0:00:44 Jason's contrarian take on MQLs and their relevance

0:04:33 Importance of lead scoring and account scoring in B2B marketing

0:08:28 Longer and more complex B2B buying cycles and the need to target multiple personas

0:10:47 Scrutinizing marketing budgets and the need to shift focus

0:11:34 Tips for making the case to cut back on ineffective marketing tactics

0:17:19 Using branded content as an ABM play and repurposing content for sales enablement

0:20:00 Metrics to track in longer B2B sales...

Natalie Marcotullio, Head of Growth and Operations at Navattic, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the influence of B2B marketing teams on buyers. Natalie challenges the idea that marketers have complete control over the buyer's journey and emphasizes the importance of understanding how buyers actually make purchasing decisions. She shares her experience of growing inbound pipeline at Navattic and explains how the marketing team has shifted its focus from brand awareness to targeted campaigns. Natalie also provides insights into the implementation of interactive demos on websites and offers tips for promoting and rolling out this type of content.

Episode Links:

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

Follow Natalie Marcotullio: https://www.linkedin.com/in/natalie-marcotullio/

Check out Navattic: https://www.navattic.com/

Listen to Navattic’s podcast Revenue on the Rocks: https://pod.co/revenue-on-the-rocks

Check out Mutiny: https://www.mutinyhq.com/

Metadata’s playbooks: https://metadata.io/playbooks/

Read the B2B Buyer Journey Report: https://www.chilipiper.com/post/b2b-buying-journey-report

Follow Arthur Castillo: https://www.linkedin.com/in/arthur-castillo/

Follow Andrew Capland: https://www.linkedin.com/in/andrewcapland/

Follow Brendan Hufford: https://www.linkedin.com/in/brendanhufford/

Follow Mark Huber: https://www.linkedin.com/in/markehuber

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

Timestamps:

0:00:00 Introduction to the episode and guest, Natalie Marcotullio

0:00:48 Discussion on the influence of B2B marketing teams on buyers

0:02:26 Conversation on the importance of buyer intent

0:03:14 Focus of the second half of the year and transitioning to a more targeted approach

0:04:51 Importance of word of mouth leads and website traffic

0:06:09 Strategies for getting a gut check from others on the team

0:08:04 Metrics and goals focused on pipeline and MQLs

0:09:36 Challenges and tips for implementing interactive demos on websites

0:13:26 Addressing concerns about the impact of interactive demos on demo request numbers

0:16:48 Recommendations for promoting and rolling out interactive demos

0:19:22 Balancing CTA options and the role of interactive demos in the buyer's journey

0:23:29 Making tough cuts or pausing programs and evaluating campaign performance

0:27:57 Importance of organic content and repurposing existing content

0:30:15 Niche content and the value of customer insights

0:31:35 Exploring partnerships and joint customer enablement

0:35:05 Recommended marketers to follow on LinkedIn

0:35:45 Under the radar tactic: teasing content on LinkedIn

0:36:58 Wrap up

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Grant Duncan, VP Marketing at HST Pathways, joins Tara Robertson on Demand Gen Chat to discuss the importance of keeping the top-level menu on landing pages, the use of AI in marketing, and his checklist of metrics for starting a new marketing role. Grant emphasizes the need for a buyer-friendly landing page experience and highlights the potential of generative AI in saving time for marketers. He also shares his tips for starting a new role, including conducting industry research, setting onboarding goals, and building trust with the team. Grant discusses his focus on bookings and pipeline metrics at HST Pathways and the upcoming initiatives he is excited about.

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

Follow Grant Duncan: https://www.linkedin.com/in/grantmduncan/

ChatGPT: https://chat.openai.com/

OpenAI API: https://openai.com/product

Opus: https://www.opus.pro/

RACI project management framework: https://www.forbes.com/advisor/business/raci-chart/

Follow Allison Loehman: https://www.linkedin.com/in/allisonloehman/

Check out Gong: https://www.gong.io/

Check out Grant’s website: https://thisisgrant.com/

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

0:00:00 Introduction to the episode and guest, Grant Duncan

0:01:05 Discussion on the debate around removing top-level menus from landing pages

0:04:19 Grant's experience using AI during his time off

0:08:26 Tips for marketers starting new roles

0:14:23 Metrics to focus on in the first 30 days of a new role

0:21:43 Top priorities and focus areas for Grant at HST Pathways

0:24:07 Weekly and monthly metrics Grant tracks

0:30:32 Changes and improvements made to existing programs

0:34:57 Under the radar tactic: listening to Gong calls and sharing insights

0:36:26 Where to find more about Grant and his content

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Jen Allen Knuth, Community Growth at Lavender, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the power of community in marketing and sales. Jen shares her hot take on the current trend of creating communities just for the sake of having one, emphasizing the importance of listening and observing to identify unmet needs. She also highlights the role of community in creating a safe space for learning and support. Jen reflects on her transition from sales to marketing and emphasizes the need for sales and marketing to work together to open conversations and create curiosity. She shares insights into Lavender's go-to-market strategy, which includes a focus on events and community-led growth. Jen also discusses the use of AI in marketing and sales, emphasizing the importance of a human-first approach and responsible use of technology.

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

Follow Jen Allen-Knuth on LinkedIn: https://www.linkedin.com/in/demandjen1/

Check out Lavender: https://www.lavender.ai/

Follow Will Aitken: https://www.linkedin.com/in/justwillaitken/

Watch Sales Feed: https://www.youtube.com/c/salesfeedtube

Follow Todd Clouser: https://www.linkedin.com/in/toddclouser/

Follow Chelsea Castle: https://www.linkedin.com/in/chelseacastle/

Follow Will Allred: https://www.linkedin.com/in/williamallred/

Follow Will Balance: https://www.linkedin.com/in/wmb1/

Check out GTM Partners: https://gtmpartners.com/

Check out: SDR Leader: https://www.sdrleader.com/

Follow Sam Nelson: https://www.linkedin.com/in/realsamnelson/

Check out Refine Labs: https://www.refinelabs.com/

Follow Travis Tyler: https://www.linkedin.com/in/travis-scott-tyler/

Check out PandaDoc: https://www.pandadoc.com/

Check out Salesbricks: https://www.salesbricks.com/

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

0:00:00 Introduction to the episode and guest, Jen Allen-Knuth

0:01:19 Discussion on the buzzword of "community" in...

Jodi Cerretani, VP of Revenue Marketing at RollWorks, challenges the notion that the MQL is dead. She believes that the MQL is still important and that marketers have an obligation to drive higher quality MQLs with a Fit-focused approach. Jodi shares how her team defines MQLs and the signals they use to pass leads to sales. She also discusses the importance of expanding the number and categories of signals used at the top of the funnel. Jodi emphasizes the need for marketers to be efficient and drive results that align with sales. She shares how her team is cutting back on large conferences and focusing on smaller, more targeted engagements.

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

Follow Jodi Cerretani on LinkedIn: https://www.linkedin.com/in/jodicerretani/

Checkout RollWorks: https://www.rollworks.com/

Checkout Bombora: https://bombora.com/

Checkout G2: https://www.g2.com/

Read RollWorks blog: https://www.rollworks.com/resources/blog

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

0:00:00 Introduction to the episode and guest, Jodi Cerretani

0:01:20 Jodi's disagreement with the idea that MQLs are dead

0:02:41 Jodi's definition of MQLs

0:04:40 The scoring and account targeting process at RollWorks

0:08:17 The different signals and categories of signals used at the top of the funnel

0:10:43 The upcoming launch of the "Hot Contacts" capability

0:12:15 Challenges faced in hitting targets and adjusting MQL definitions

0:15:42 The impact of COVID-19 on marketing strategies and programs

0:19:25 The metrics covered in weekly business reviews

0:23:22 The role of marketing operations in dashboard setup and reporting

0:25:02 The focus on efficiency and the reduction of testing budgets

0:26:08 The shift away from large conferences and towards smaller engagements

0:28:13 The importance of complete and accurate data for effective marketing

0:30:05 The excitement for the transformation of marketing towards efficiency

0:32:56 The value of learning from practitioners and peer-to-peer engagements

0:35:33 The power of the "Hot Contacts" capability for unlocking demand

0:38:29 The use of gifting and summarized takeaways for virtual events

0:40:48 The anticipation of marketing's role in strategic conversations

0:46:42 The under-the-radar game changer of "Hot Contacts"

0:49:14 Where to find more about Jodi and RollWorks' content

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Alex Rynne, the leader of global content and social strategy for LinkedIn Marketing Solutions, joins Tara Robertson on Demand Gen Chat to discuss the power of creativity in B2B marketing. They debunk the myth that B2B marketing is boring and share insights from LinkedIn's research on the growing importance of creative campaigns in the B2B space. They also discuss the impact of thought leadership and emotional advertising on B2B buyers, as well as the importance of building relationships and nurturing leads through top-of-the-funnel content. Alex also shares her excitement about the upcoming Cannes Lions Festival of Creativity and LinkedIn's plans to host live broadcasts and release a State of B2B Marketing Report.

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

Follow Alex Rynne on LinkedIn: https://www.linkedin.com/in/alexandrarynne/

Check out LinkedIn’s B2B Marketing tools: https://business.linkedin.com/marketing-solutions

Follow LinkedIn Collective: https://www.linkedin.com/showcase/linkedin-collective/

Read the LinkedIn-Edelman B2B Thought Leadership Report: https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report

Check out the Cannes Lions International Festival of Creativity: https://www.canneslions.com/

Read the Linkedin-Ipsos Research “The Global State of B2B Marketing”: https://business.linkedin.com/marketing-solutions/b2b-benchmark

Watch the LinkedIn Live at Cannes Lions 2022 featuring Emily Graham on Juneteenth: https://www.linkedin.com/events/juneteenth-thejourneytowardequi6942158723423354880/theater/

Read the CMO Council report on Customer Lifetime Value: https://www.cmocouncil.org/about/media-center/press-releases/new-report-finds-opportunity-to-re-think-customer-lifetime-value

Follow Bozoma Saint John: https://www.linkedin.com/in/bozoma-saint-john-0305441/

Read Bozma’s book “The Urgent Life”: https://www.amazon.com/Urgent-Life-Story-Love-Survival/dp/0593300173

Read LinkedIn’s Marketing & Advertising Blog: https://www.linkedin.com/business/marketing/blog

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn:

In this episode of Demand Gen Chat, Emir Atlı, Co-Founder and CRO at HockeyStack joins Tara Robertson to talk about the amazing growth at HockeyStack has seen recently, mainly thanks to their LinkedIn presence. He shares how HockeyStack creates hype around their product by launching new features every two weeks and turning small additions into teasers. Emir also discusses how they turn customer feedback into marketing announcements and free products. In addition, Emir discusses his current focus on building a new media company called The Flow, where every hire is turned into a content piece, and how they are rebranding HockeyStack around the core message of easy and quick attribution.

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

Follow Emir Atli on LinkedIn: https://www.linkedin.com/in/emircatli/

Check out HockeyStack: https://hockeystack.com/

Check out The Flow: https://hockeystack.com/the-flow

HockeyStack’s Y Combinator documentary: https://www.linkedin.com/posts/activity-7059533487497768962-YRqI?utm_source=share&utm_medium=member_desktop

Follow Justin Rowe: https://www.linkedin.com/in/justin-rowe-4043339b/

Follow Dee: https://www.linkedin.com/in/paidthacosttobedaboss/

Follow Canberk: https://www.linkedin.com/in/canberkbeker/

Follow Mark: https://www.linkedin.com/in/mkosoglow/

Check out Lavendar.ai: https://www.lavender.ai/

Check out Navattic: https://www.navattic.com/

Check out Clearbit: ​​https://clearbit.com/

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

 0:00:00 Introduction to the episode and Emir

 0:00:26  Emir's take on marketing and how to be interesting. 

 0:01:52  The importance of creating hype and announcements for product launches. 

 0:02:58  Balancing marketing announcements with technical updates and feedback from customers. 

 0:04:05  Focus on the current quarter and how new hires will change day-to-day tasks. 

 0:04:36  Turning everything into a content piece and building a connection with the audience. 

 0:05:07  Focus on The Flow, a new media company, and building a dedicated show for the team. 

 0:06:12  Making every team member an expert in their own area and coming up...

In this episode of Demand Gen Chat, Rosalyn Santa Elena, Founder and CRO at The RevOps Collective shares her insights on how working closely with RevOps can be key for marketers to succeed, especially in tough times. Rosalyn talks about the rise of revenue operations as a function and how it is being talked about more in a marketing sense. She recommends that revenue operations should support the entire customer lifecycle, from top of funnel through being a customer, driving customer success, renewals, growth, and post-sales. She also shares her thoughts on how companies can learn from their customers and feed that knowledge back into their demand gen engine.

Episode Links:

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

Follow Rosalyn Santa Elena on LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/

Check out The RevOps Collective: https://therevopscollective.com/

Follow Udi Ledegor on LinkedIn: https://www.linkedin.com/in/udiledergor/

Check out the Revenue Engine podcast: https://www.growthforum.io/podcasts/revenue-engine

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

0:00:00 Introduction and overview

0:01:49 The rise of revenue operations (RevOps) as a function

0:02:30 The structure of RevOps teams

0:03:40 The importance of a holistic approach to the customer journey

0:04:07 The shift in focus for marketers towards customer success

0:05:15 The importance of learning from customer behavior

0:06:20 The impact of Rev Ops on marketing

0:07:17 The challenges of implementing Rev Ops

0:08:47 The future of Rev Ops

0:09:55 Summarizing RevOps

0:11:14 Tracking key indicators for conversion

0:12:15 Importance of defining the right ICP

0:14:07 Focusing on what's working and pausing what's not

0:15:03 The importance of constant analysis and A/B testing

0:16:11 The role of RevOps in providing insights for pivoting quickly

0:16:17 The importance of alignment and collaboration between RevOps and Marketing Ops

0:17:48 The significance of having alignment across goals, strategy, and metrics

0:19:21 The value of leveraging Marketing Ops as a strategic partner

0:20:15 The importance of sharing insights between RevOps and Marketing Ops

0:21:19 Companies seeking strategic advice from Rev Ops experts

0:21:37 The rise of RevOps as a strategic partner for marketing

0:22:41 The challenge of aligning Marketing Ops and RevOps

0:23:49 More alignment around RevOps and embracing it as a driver of revenue

0:25:08 The excitement around social media and building brand presence

0:26:12 Wrapping up

Amber Bogie from Reachdesk dives into the reality of B2B marketing and how it can be challenging during times when budgets and headcounts are tight. She believes that navigating these challenges can actually enhance marketers' skills, emphasizing the need for close collaboration with CFOs. Amber also discusses direct mail trends and an effective outbound play yielding 50% conversions to opportunity for her sales team. She highlights the importance of evaluation, even during times of growth, and addresses the challenge of aligning team members with different backgrounds on the significance of analytics.

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

Follow Amber Bogie: https://www.linkedin.com/in/amber-bogie/

Follow Sofia Silva: https://www.linkedin.com/in/sofiaalexandrasilva/

Follow Amber Rhodes: https://www.linkedin.com/in/amber-a-rhodes/

Check out Amber Rhodes’ Podcast “Everything’s Coming Up Marketing”: https://www.linkedin.com/company/everything-s-coming-up-marketing/

Follow Justin Fordham: https://www.linkedin.com/in/justin-fordham/

Check out Justin’s Podcast “Revvin’ The Revenue Engine”: https://www.linkedin.com/company/revvin-the-revenue-engine/

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

0:00:00 Intro

00:00:00 Intro

00:01:50 Scrutiny and Evaluation in Squeeze Growth Times

00:03:51 The Impact of Data-Driven Marketing

00:05:33 The Value of Marketing Operations at Reachdesk

00:07:06 Cross-Functional Alignment and Collaboration for Business Impact

00:09:00 Demand Generation Metrics and ABM Strategies

00:11:16 Evaluating Channels and Optimizing Spend for Increased Conversion Rates

00:15:42 Improving Conversion Rates Through Utilization of Chili Piper Concierge

00:17:25 Optimizing Demand Gen and ABM Strategies at Reachdesk

00:19:28 Demand Gen and ABM Strategies for ABM Light Campaigns

00:21:04 Implementing an Effective Account-Based Marketing Strategy

00:23:34 Utilizing Direct Mail in Go-To-Market Strategies

00:25:19 Gifting Strategies for Outbound and Inbound Marketing Campaigns

00:30:16 The Benefits of Gifting for Business Relationships

00:33:46 Brand Exposure Through Events and Sponsorships

00:36:50 Leveraging Events for B2B Marketing Success

00:39:51 Team Growth, and Mentorship

00:42:12 Influencers and Mental Health in Marketing

00:44:24 Under-the-Radar Revenue Operations Tactics

00:45:47 Leveraging Communities and Advocacy for Growth

00:47:12 Wrap up

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re...

Silvio Perez, the founder of AdConversion, shares his perspective on what it takes to run a successful B2B paid ad program in 2023 with Tara Robertson on this episode of Demand Gen Chat. Silvio also shares valuable insights on Google’s shift away from third-party cookies in 2024 and the impact of remarketing audiences, suggesting that it is equally, if not more important than an email list due to low open rates and high opt-in costs.

They also chat about ungated content, the importance of audience size and targeting for profitable investments, and creating epic content to position a company as a thought leader.

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

Follow Silvio Perez: https://www.linkedin.com/in/silvio-perez/

Gated: https://www.gated.com/

Canberk Beker from Cognism: https://www.linkedin.com/in/canberkbeker/

AdConversion’s Website: https://www.adconversion.com/

Ad Conversion’s Youtube: https://www.youtube.com/c/AdConversion

For even more marketing tips…

🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup

🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

0:00:00 Intro

0:02:37 The Benefits of Retargeting Audiences and Content Consumption in a Post-Third Party Cookie World

0:04:22 Audience Building Strategies for Digital Marketing

0:05:20 Granular Funnel Orchestration for B2B Companies

0:11:22 The Importance of Sweating the Small Details in Digital Marketing

0:14:34 Challenges of Paid Media Programs in B2B Marketing

0:18:20 Analysis of Google Ads Performance and Budget Allocation

0:19:49 Optimizing Performance Ads: Leveraging Automated Bid Strategies and Tracking Server-to-Server Conversions

0:23:56 New Tactics for Acceleration Campaigns in Demand Generation

0:25:43 Exploring Low-Cost Advertising Strategies to Improve Sales Cycle Time

0:27:38 Retargeting Strategies on Twitter and YouTube

0:29:04 Analysis of Claude Hopkins' 18th Century Advertising Strategies and Modern B2B Marketing Tactics

0:32:15 Optimizing Paid Campaigns for Maximum Efficiency and ROI

0:35:22 Paid Search Strategies for Budget Restraints

0:37:07 Paid Media Optimization Strategies

0:41:30 Analysis of Inefficiency in Digital Advertising Spend

0:43:06 Heading: Ad Conversion Academy Launch: Five Commitments to Students

0:44:51 Paid Media Expertise

0:46:17 Optimizing Landing Pages for Improved Conversion Rates

0:47:47 Wrap up

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!