Performance Delivered

Most companies build a sales team and expect them to self-generate leads; few have an efficient method to feed their sales pipeline.

Today’s guest, Ian Bellais, spearheads the partner marketing efforts as VP of Business Development at Verified First. With over 20 years of experience creating thriving, robust pipelines and revenue streams, Ian shares the power of partner marketing and what it takes to get any company into, and benefiting from, marketing through organizations to their end users in mutually beneficial partnerships, including:

• How to structure a partner marketing arrangement 
• The types of marketing events partners can provide 
• How to identify partners that will be a great fit 
• The keys to a healthy partner marketing relationship 
• And more

Ian has created a system where almost 100% of his company’s pipeline is fed by partner marketing and that results in close rates as high as 65%. Listen in and learn how to boost your own numbers.

Personalizing the customer experience is the smartest way to improve retention, add value, and increase revenue. But how do you collect the right data, and how do you use it intelligently to create highly relevant experiences across the entire customer journey?

Brian Border is the Head of Marketing for JustAnswer, the leader in connecting customers to professional services experts. JustAnswer is revolutionizing the way customer data is collected and used to build robust consumer profiles across their platform and marketing efforts. Using data science, machine learning, paid media, and more, they create relationships with their customers that grow over time. Brian details their approach for anyone wanting to make better use of their customer data efforts, including:

• How to extract data from hesitant customers 
• How to build in-depth profiles 
• 3 recommendations for companies just beginning 
• And much more

Go beyond the basics and start building better customer relationships.

Going to market with your product, service, or experience is the most important moment in your company’s development. Deciding HOW to get there is critical.

Dirk Schart is the CMO and President of RE’FLEKT. A brand and growth leader and creator of the Tech Circle community, Dirk understands how to bring complex products to the right markets. While most companies only focus on a single lane of the go-to-market highway, Dirk advises startups to have the flexibility and vision to utilize multiple lanes, enabling them to reach the right audience in such a way that they are creating a 10x user experience. This includes:

• How to define the go-to lanes of marketing, product, and sales 
• How to select the correct lane for your business 
• Determining the right time to switch lanes 
• And more

Whether you are a large or small company, taking your first or third product to market, this episode is worth a listen.

There is often a lot of uncertainty surrounding social media marketing, especially among B2B companies. There is the time crunch to create content for the various platforms. The pressure to keep up with other brands. And questions about future trends.

Kathy Dunlay helps bring clarity and direction to companies looking to maximize their social media efforts. The Founder of New England Sales & Marketing has over 30 years of strategic marketing experience in the tech and digital spaces. Her firm leverages multi-channel campaigns to generate sales demands and she brings her expertise to answering the big social media marketing questions, including:

• How has B2B social marketing evolved 
• What are the most effective ways to utilize social media for sales 
• Have we reached the limits of marketing automation 
• What is next for social media marketing 
• And more

Kathy’s mantra is “don’t implement other people’s best practices, figure out your own.” Listen now to start figuring out what social marketing efforts are right for you.

Getting your brand awareness to the tipping point will have the greatest impact on future sales.

How to get there can be a mystery. Too many marketing execs focus on sales and demand gen rather than efforts that engage your target market and warm them up before they enter the sales pipeline.

Angus Robertson is the CMO at Chief Outsiders. He helps companies accelerate growth by building their brand awareness in a strategic way that results in a more productive sales pipeline. Angus understands what it means and what it takes to create – and measure – brand awareness, and he shares the key strategies, including: 

• The different brand awareness needs for startups and established companies 
• Execution tactics to generate awareness within a target market 
• His favorite metrics for measuring brand awareness activities 
• And more

When you have a prospective customer who already knows your brand, your product or service, and your company, they are more inclined to move through the sales pipeline than a prospect who needs to learn about your business at the same time you are attempting to sell to them. Listen in and start introducing your band today!

Marketing success is no longer simply measured by filling the sales pipeline.

Marketing teams are increasingly responsible for revenue generation. Businesses that can align their marketing and sales efforts will succeed, and those whose teams are misaligned will suffer and fail.

How can you ensure alignment and, ultimately, growth? Our guest, VP of Global Revenue Marketing for ActiveCampaign, Jenny Coupe goes in depth on the topic. An expert in the area, Jenny shares insights, examples, and steps you can take now, including:

• How to approach sales and marketing alignment 
• What are the problems an alignment can solve 
• How to create a common set of metrics to measure the success of the relationship 
• How to maintain the partnership to create a long-term impact 
• And more

Make sure your marketing and sales teams understand their common goals and complementary roles and responsibilities. Don’t let misalignment mistakes hold back your business. Listen now!

Where should you start when building out an early-stage marketing team?

What will be the best use of your resources?

And, once you are rolling, how do you know when to scale up?

It’s a mistake to try to emulate a large marketing org from the beginning.

Our guest, Daniel Rodriguez, is an experienced marketing executive and entrepreneur. In both VP of Marketing and CMO roles for startups, Daniel has built multiple, successful marketing teams from the ground up. He knows where to start and what to do next. He joins this episode to share his insights into the process, including: 

• Which area of marketing needs a 6x headcount and resource allocation 
• How to leverage outsourced work to create more capacity 
• Which metrics will determine when it is necessary to bring tasks in-house 
• And much more

The only way to move an early-stage company from point A to point B is to generate customer demand. Being smart about constructing a marketing team that can generate that demand will determine the success of the company. Listen in and learn how!

Many early-stage companies make the mistake of jumping right into performance marketing – using paid advertising to try and generate sales and grab market share. They fail to invest in building their brand first. The result is that their marketing is less effective because there is insufficient brand awareness, reputation, or loyalty to convert potential customers.

Jean-Michel Boujon is a veteran brand builder. The SVP of Global Marketing at Outdoorsy, he has over 16 years of experience and a proven track record of building brands and steering multinational marketing teams. He joins the show to explain and outline how companies need to think and act as they build their brand, including:

• Why some brands are perceived stronger than others 
• What does brand marketing do that performance marketing doesn’t 
• How to progress from brand persona and voice to messaging 
• And more

The conversation with Jean-Michel goes from theory to practice to measuring efficacy. A must-listen for anyone involved in business development and marketing success.

Don’t overlook the importance of investing in your expansion sales pipeline.

New business is important for any company, but conversion rates are often low and closing timelines can be drawn out.

Expanding business with existing clients is key to growth, and it requires its own set of considerations and tactics.

In this episode, Chris Willis gives a comprehensive guide to expansion marketing. The CMO at AI content analytics firm Acrolinx, Chris has over 20 years of experience growing tech companies and has focused on optimizing marketing for expansion sales pipelines. His best practices for expanding business with existing customers includes: 

• A tiered approach to existing client marketing needs 
• Creating campaigns specific to those top tier customers 
• Developing “champion enablement” contacts within target orgs 
• Effectively tracking expansion marketing efforts 
• And much more

If you are looking to boost sales numbers quickly or want to remain relevant to your existing customer base, you need to listen to this interview with Chris. You’ve got your new sales pipeline flowing, now it’s time to do the same with an expansion sales pipeline.

Whether you are a startup or established company, building your marketing team is the most critical factor in determining success or failure. 

Knowing how to build a high-performance team isn’t difficult, and it doesn’t have to be a gamble. 

Dennis Behrman is a Vice President of Marketing and Growth with extensive experience creating marketing teams for a variety of different businesses and objectives. He has established a system that is able to consistently find and hire the right people, and in this episode, he explains exactly how it works and how you can use it in your business. Our conversation covers the entire team construction process, including: 

• The three things you must consider before you start to hire 
• The key attributes successful team candidates must exhibit 
• How to conduct high-performance interviews for the best candidates 
• And much, much more 

Whether you are looking to begin to build your marketing team or need to revamp your team’s structure, this interview is for you.