Hell-Bent on Intent

In this episode, Tukan spoke with the Growth Marketing Manager at Shield App, Filippo Piras.

LinkedIn... Personal Branding... both of these terms are the talk of the town at the minute for most B2B marketers.

...with many touting it to be the "new way" to drive demand.

So for this episode we invited on a true LinkedIn expert himself, Filippo Piras from Shield, to finally separate the hype from the facts.

During the conversation, Tukan & Filippo discussed:

1️⃣What's vanity & what's not when it comes to measuring content success?

2️⃣Shield's strategy for encouraging their employees to post content.

3️⃣How Shield are using "social listening" to aid their outbound prospecting efforts.

To connect with Filippo, click here

In this episode, Alex spoke with the Director of Demand Generation at e-days absence management, Tom Whiley.

Sick of paying "research agencies" $10,000's to carry out large research reports... and taking months to do so? 🤔

Yep... me to. 

Well, in today's episode Tom Whiley from e-days discussed how working with a "startup budget" forced the team to think creatively when collating research around a popular topic in their industry. 

🚨And spoiler alert 🚨

... it involved LinkedIn Polls. 

Here are some of the things Tom covered:

✅Why your startup should be considering LinkedIn polls & how they're an alternative to traditional "research agencies"

✅How they used rewards to incentivise their team to post the poll on their own LinkedIn profile. 

✅How they turned the research into 5.5 million organic impressions through getting it featured on popular media publications like Forbes (ZERO paid) 

If you want to connect with Tom on LinkedIn, click here

In this episode, Alex spoke with the Director of Demand Generation at Aircall - Carly Dell.

Imagine getting 1,000's of inbound leads (in a matter of weeks) from markets you've NEVER sold to. 

Well, that's exactly what happened to Carly Dell and the team over at Aircall, when COVID hit back in March. 

They went from having predominantly "startups" and tech companies as their user base to having an influx of very "traditional businesses" needing their product... literally overnight. 

And when I say "overnight" - I literally mean the day COVID broke.

Now...

Eventhough this sounds like a great problem to have - it meant both their Sales & Customer Support team has to adapt incredibly quickly. 

...and in this podcast Carly discusses how the team adapted & managed to capture the demand they were presented with. 

If you want to check connect with Carly, here is the link to her LinkedIn profile:

➡️ https://www.linkedin.com/in/carlydell/

In this AMA, Alex spoke with the Director of Demand Generation at Xeneta - Fernando Nikolić.

We brought Fernando back on to do a live AMA with Alex, so we could get your questions answered.

Here are some the topics/questions we covered:

➡️ How do you cut through the noise on LinkedIn?

➡️ How do you implement outbound, if you've always relied on inbound?

➡️ What triggered your move from manual outreach to an automated process?

If you want to connect with Fernando, here is the link to his LinkedIn: https://www.linkedin.com/in/fernandonikolic/

In this episode, Alex spoke with the Director of Marketing at SentinelOne - Yotam Gutman.

Content marketing is a MAZE for most marketers. 

With a lot of companies, falling into the trap of just creating content for the sake of creating content. 

So, how do you actually execute a successful content strategy? 🤔

Well, in this episode Yotam broke down exactly how they're approaching their content strategy for both gated & un-gated content. 

Here are just some of the things we covered in the episode:

➡️ How they package up their best "un-gated content" to create "gated content"

➡️ The three different types of content they create & why it's important 

➡️How they've pivoted their content strategy since COVID & how being the "first-movers" with the content they're producing has helped them stand out.

If you want to check out SentinelOne, click here 

In this episode, Alex spoke with the Director of Demand Generation at Gravitational - Anadelia Fadeev.

Execution is the name of the game with demand gen... or is it? 🤔

Look, execution is obviously important but if you haven't laid the groundwork correctly - you're going to be running around like a headless Chicken, doing a lot of activity but not knowing what's really working. 

Having a solid strategy in place grounded in solid data is so crucial - with any "demand gen campaign"

"But what data should we be looking at?" - I hear you ask. 

Well, in this episode Alex chatted with Anadelia Fadeev from Gravitational about the answer to that very question. 

...and she didn't disappoint.

If you want to check out Gravitational, click here

In this episode, Alex spoke with the Director of Demand Generation at Outreach - Harmony Anderson.

How do you pivot an entire "in-person" event strategy... overnight? 🤔

Well, for Outreach this is exactly what they had to when COVID hit - they went from last year doing 225 in-person events... to having all of those cancelled back in March, when COVID hit. 

In this episode Harmony breaks down:

➡️ How Outreach pivoted to Virtual & got 13,000+ people to attend their Virtual Event. 

➡️ Why follow-up & everything you do as "marketing collateral" around the event is so important - when it's Virtual. 

➡️ Why she thinks Virtual will never replace the value of in-person & how that impacts "lead scoring" 

An absolute value-packed episode to say the least... especially if you've been on the fence about Virtual Events. 

If you want to check Outreach, click here

In this episode, Alex spoke with the Director of Demand Generation at PubNub - Julia Hartwig.

High volume + low quality SQL's is usually the reason why there's so much friction between both Marketing & Sales. 

And that was EXACTLY the problem Julia faced when joining PubNub, just over 8 months ago. 

So, how did she solve it? 🤔

Well, in this podcast she broke down from START to FINISH how they've restructured their SQL/Sales Process to see an increase in pipeline of 48% (in just 8 months) 🚀

If you've been struggling, with this misalignment between both Marketing + Sales, once you've finished with this podcast - you'll have all the answers you need!

If you want to check out PubNub, click here

In this episode, Alex spoke with the Director of Demand Generation - Fernando Nikolić.

How do you build a HIGHLY effective outbound engine (at scale) - that feels personalised? 🤔

Probably one of the hardest things you'll ever have to do as a "Demand Gen" marketer!

Luckily... we managed to steal some time with the BEST of the BEST in the "outbound game"  (Fernando Nikolić) who was responsible for building out Xeneta's outbound engine 🚀

Fernando, really didn't hold back in this episode (like at all) - he broke down all 30 touch points of their outbound campaign & how they've managed to personalise every... single... touchpoint. 

If you want to check out Xeneta, click here 

In this episode, Alex spoke with the Director of Demand Generation at Labelbox - Matthew Hammon.

Creating webinars that turn attendees into real opportunities is hard... really HARD. 

With all the noise, at the minute, from different companies running Webinars - a lot of people have asked the question:

"Are webinars even still that effective?"

Well, if there is ONE person that can answer that question... it's Matthew from Labelbox (who on the first attempt created $300k in pipeline)

Matthew broke down exactly how they drove traffic to the Webinar & how they created an amazing experience for the attendees on the Webinar. 

Definitely not one to be missed, if you've been looking to run Webinars 🚀

If you want to check out Labelbox, click here