The Data-Driven Marketer

Perhaps you’re in the midst of creating your own category, or perhaps you’re in a hotly contested market. 

Either way, you’ve probably learned that buyers have changed. They’re smarter, more researched, and by the time they call a sales rep— they’ve probably already decided on what they’re going to purchase.

On this episode of the Data-Driven Marketer podcast, we invited Tyler Lessard, the VP of Marketing at Vidyard, to tell us how he’s helped create and dominate the video tech space for marketing and sales teams.  

What we talked about:

• Buyers now go through 80 - 90% of the buying journey themselves
• Having a strong content marketing strategy
• Doubling-down on key partnerships
• Vidyard’s 3 attribution models
• Reaching modern buyers and leading the conversation

For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or on our website.

Thought leadership can drive incredible PR gains, increase website traffic, and put your company in the spotlight. Data can drive better decision-making and improved sales.

So how can you combine those to provide outstanding thought leadership, powered by the engine of data?

It’s called data-driven thought leadership.

And we asked the guy who knows how to use it. His name’s David Thompson.

David is the CMO at Freshworks, and he remembers being involved with SaaS at its conception, self-identifying himself as a “SaaS dinosaur.” His resume includes launching Internet Explorer for Macintosh while at Microsoft, launching his own company, and consulting for 25 others in the Bay Area. He holds a bachelor’s from Yale. 

What we talked about:

• 4 ways to ensure data-driven thought leadership:
• • 1) CMOs: Make decisions that impact sales
  • 2) Bring end users into the decision-making
  • 3) Don’t get ‘hyped’ (example: AI)
  • 4) Tie the data into the bigger story
• Is AI helping you or not?
• Customers are starting to have end-users involved in software selection
• An example from when David worked with Google

Study mentioned on the podcast: Voice in the Choice

For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.

Pendo had a fairly simple go-to-marketing plan: build an incredible tool for product teams, focus your content on product teams, and continue to create community around product teams.

At first, VCs doubted the approach, touting that “product teams didn’t have discretionary budget.” But Pendo stayed the course. Now, $206MM in funding later, with 1,600 clients and 400 employees across 6 offices, we’d their customer-centric approach is working.

On this episode, Pendo’s CMO, Jake Sorofman, gives us 3 keys to a go-to-market strategy that creates raging fans. 

What we talked about:

• Focus on your fanbase. The rest will follow
• Don’t stop at a widget. Build a community
• Invest heavily in brand
• User conferences
• Editorial content
• Go-to-market strategy
• Content marketing
• After focusing on their fanbase, every other team became interested

For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.

Ashish Agrawal is Head of Digital Marketing at Zycus, a company that has been growing like mad for some time.

Ashish attributes this growth to, well, their attribution model. 

This model looks at every contact an account has had over the course of the year to get a holistic view of what works—and what doesn’t. 

In this episode, we explore: 

• Why LinkedIn has been so successful for demand gen
• Why Zycus has leaned into video recently.
• How Zycus handles attribution.

Check us out on Apple Podcasts, or at this link.

Ashish Agrawal is Head of Digital Marketing at Zycus, a company that has been growing like mad for some time.

Ashish attributes this growth to, well, their attribution model. 

This model looks at every contact an account has had over the course of the year to get a holistic view of what works—and what doesn’t. 

In this episode, we explore:

• Why LinkedIn has been so successful for demand gen.
• Why Zycus has leaned into video recently.
• More on how Zycus handles attribution.

Check us out on Apple Podcasts, or at this link.

Sales and marketing hand-offs in a nice, linear fashion don’t cut it in the ABM world.

Your game plan has to be much more agile and adaptable to lock down the accounts that matter.

CEO and co-founder at Engagio and previous co-founder at Marketo, Jon Miller, shares his knowledge in ABM and non-linear marketing.

In this episode, we explore:

• The role of the modern marketer
• Metrics and KPIs for ABM
• ABM mistakes to avoid
• ABM must-dos

We hope you loved this blog post based on our Data-Driven Marketer podcast where we interviewed Jon Miller.

Check us out on Apple Podcasts, or at this link.

When over 60% of your business comes from two cities—you might want to look at a few more cities.

Charlie Liang, Head of Demand Gen at Lattice, helped design the company’s City Takeover Campaign. When he noticed that over 60% of Lattice’s revenue came from San Francisco and New York, he knew that big cities required more of their attention.

They decided to double down on those two cities, but they also wanted to add two more.

In this episode, he tells you how they chose those two new cities.

It’s not always easy getting the attention of the higher-ups, especially when it comes to data. Data quality allows your CRM, marketing automation platform, and other systems to run effectively and efficiently. But you already know that.

The trouble is, your CEO might not quite get it.

So how do you convince them?

Ask the “Data Whisperer” himself, Scott Taylor, Principal Consultant at MetaMeta Consulting. He jumped on our podcast, the Data-Driven Marketer, and gave us some awesome advice about getting upper management to listen to your data needs, and resource you appropriately.

Here’s what he head to say.

Some use it to track elephant migration patterns. Others to put out wildfires in Northern California.

I’m talking about how clients use Figure Eight’s machine learning training data.

Their clients — and their use cases — are vastly different. Plus, the buyer personas the company is targeting have changed a lot over the past few years.

All of this adds complexity for Sid Mistry, VP of Marketing at Figure Eight, and his team.

Yet they’re still successful.

How do they do it?

That’s what we’re talking about on this episode of the The Data-Driven Marketer. Sid shared five tactics his team is using to increase the success of their marketing programs, even when things get complicated.

Your company just gambled on an expensive new marketing automation platform. Now your neck is on the line to make it work.

Naturally, the most actionable advice comes from a third party.

In 2012 Josh Hill founded Marketing Rockstar Guides. It has since become the go-to site for practical step-by-step help to get the most out of marketing automation platforms.

I recently spoke with Hill for The Data-Driven Marketer podcast. He warned us that no matter which martech you choose, you need to be patient. Setup takes a while and results even longer.

We also discussed:

• How to get the most out of your martech
• How to keep your staff from getting recruited away from you
• Martech’s real ROI
• Where martech is going