What if you could put all those years of collecting data right to work?

(And what would you do if it told you to take an account-based strategy for your entire department?)

That’s what guest Nicola Frazer, Vice President of Marketing at Spigit, is here to explain today--how to really understand what the data is telling you and how to convert that into sales.

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During this crisis, we need to do things differently. 

And in marketing, that means adopting a new mindset…

The creative mindset of an entrepreneur. 

On a recent LinkedIn Live episode, I caught up with Justin Keller, Vice President of Marketing at Terminus, who’s an expert in thinking outside of the marketing box.

He recently attracted the second-highest single-day traffic to Terminus’ website… 

By creating a parody version recalling the late-90s Geocities pages — complete with typos and a whole troupe of dancing baby and MC Hammer gifs. 

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In this throwback episode, Kaitlin interviews Kristen Novak, Account-Based Marketing Manager for Strategic Accounts at National Instruments.

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Marty once launched his own ad agency that he named Two Bananas. Today, he’s the CMO at Clear Software in Indiana. I knew he was the perfect person to join me today to discuss a day in the life of a CMO. Someone who has truly been there and done that. Especially when it comes to getting his sales team to buy into trying something totally new and different: ABM.

On today’s episode, we unpack challenges you might face when starting ABM, overcoming the fear of trying something new, getting buy in from your sales team, why ABM isn’t for marketers, and so much more. 

Finally, Marty will challenge you to think of ABM differently than how you probably have been thinking about it. Because it’s a lot simpler than you think. 

I haven’t met anyone who’s been doing ABM for as long (and as well) as Anamika Gupta, Head of Account Based Marketing and Deal Based Marketing at Fujitsu Americas.

She’s been practicing ABM longer than anyone I’ve ever met, which means she knows it inside and out.

I invited Anamika onto the #FlipMyFunnel podcast to demystify what account-based marketing really is, especially in large organizations. She came on and shared her expertise on how ABM should truly be accomplished.

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ABM takes both a strategic approach and an operational approach to be successful. 

But a lot of companies run into roadblocks at some point along the way. And the limitations their programs encounter are not strategic — they're operational. 

So, how can you tighten up the operations behind your ABM program to make it run more successfully? Leah Allan, Vice President of Marketing at Model N, came on this episode of the #FlipMyFunnel podcast to give us some pointers on the matter.

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The most important question you can ask your customers in a crisis: How can I help? 

It gives you a chance to do good for others in trying times.

And builds brand loyalty for when the world eventually returns to normal. 

Helping is the new selling. And Jeff Perkins, CMO and Head of Product at ParkMobile, is living proof. 

ParkMobile, an app that lets customers pay for parking over mobile, have been particularly hard-hit by shelter-in-place orders and canceled events. So, Jeff and his team decided to ask how they could help. 

And he joined me on LinkedIn Live to share the answer.

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More than ever, sales and marketing need to be on the same page and providing content. In this interview Ryan O’Hara, VP of Growth and Marketing at LeadIQ, talks about alignment and content strategies that work for sales teams. 

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At B2BMX, Shahid Javed, Director of Enterprise Marketing at Hughes Network Systems, shared the three step process he followed to successfully achieve sales and marketing alignment in his organization. His three steps will help drive sales and marketing alignment in 60 days or less.

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Forcing function are the greatest reason why innovation happens in companies at a rapid scale.

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