The RevRoom

Join us as Kimmah Lewis shares how she transformed abstract ABM concepts into tangible learning experiences at Actian. Through an innovative approach, she'll reveal practical strategies for helping marketing teams embrace organizational change. Learn how creative engagement, consistent reinforcement, and cross-functional ownership can drive successful transformation from traditional lead generation to account-based marketing.

Join us for an insightful conversation with Jane Serra, VP of Growth Marketing at Daxtra Technologies, as she shares how to leverage partnerships as a powerful demand generation engine. Drawing from her 15+ years in B2B marketing, where partnerships have consistently been a top revenue driver, Jane breaks down why every marketing initiative should consider partner involvement. She'll share practical strategies for breaking down silos between partnership and demand teams, building value-first relationships, and managing both formal and informal partnerships effectively. Through real-world examples, Jane demonstrates how integrated partnership marketing can amplify demand generation efforts and drive sustainable growth. Whether you're running ABM campaigns or planning events, you'll walk away with actionable approaches for making partnerships a core part of your marketing strategy.

Check out Jane's own podcast, "Women in B2B Marketing" here: https://open.spotify.com/show/7trjN4spMpy3q9hZqiGkiO?si=95fefc49740946f6

In this episode, we chat with Hannah Swanson from Intentsify about transforming traditional, passive, email-only nurtures into dynamic, always-on, multi-channel campaigns. Hannah discusses overcoming nurture's bad reputation by using data-driven, signal-based strategies with first, second, and third-party data. We explore various campaign types, such as welcome and buyer’s journey, and share success stories and tips to redefine and enhance lead nurturing in marketing.

Key Messages

Part 2: What to do about it

In this podcast episode we talk with Kerry Cunningham, a leading B2B research expert from 6sense, about groundbreaking research that challenges traditional B2B marketing practices. Kerry shares evidence-based insights about how B2B buying has fundamentally changed and offers practical guidance for marketing and sales leaders who need to adapt their strategies. This casual but insights-packed conversation tackles the uncomfortable truth about lead generation and presents a new framework for engaging modern B2B buyers.

Part 1 - What the research says

In this podcast episode we talk with Kerry Cunningham, a leading B2B research expert from 6sense, about groundbreaking research that challenges traditional B2B marketing practices. Kerry shares evidence-based insights about how B2B buying has fundamentally changed and offers practical guidance for marketing and sales leaders who need to adapt their strategies. This casual but insights-packed conversation tackles the uncomfortable truth about lead generation and presents a new framework for engaging modern B2B buyers.

In this podcast episode on annual planning, we chat with Tiffany Pillifant from Insperity and focus on aligning marketing goals with overall business objectives through a data-driven approach. Emphasizing the necessity of collaboration across various departments such as finance, sales, and product. The discussion highlights the use of specific planning frameworks, like the OKR framework, to translate corporate objectives into actionable marketing goals and key results. The episode underscores the importance of initiating planning discussions well in advance, despite the challenges it presents, and regularly revisiting long-term plans to ensure their relevance. 

Want to kickstart your annual planning process? Download Inverta's free annual planning workbook to get started on the right foot. 

https://www.inverta.com/campaign/get-your-entire-annual-plan-onto-one-page

In this episode, we talk with Brian Schmid from Inverta, talking about insights gained from the recent MAICON conference. They explore the transformative potential of AI and the critical need for marketing teams to strategically integrate these technologies. Brian will share his perspective on the conference's atmosphere, where attendees expressed excitement and confusion about AI's role in their industries. This conversation will highlight the dual nature of AI's impact: while it promises remarkable efficiency gains, it also raises concerns about workforce dynamics. We discuss proactive strategies for organizations to embrace AI, stressing that understanding and communicating its benefits is crucial for successful adoption. Listeners will gain valuable insights into the current AI landscape, the importance of strategic planning, and practical advice on leveraging AI tools to drive business growth.

In this episode of the Revenue Room podcast, Kathy Macchi from Inverta discusses the critical importance of AI in marketing and the lack of preparedness among marketing leaders. She provides practical advice on getting started with AI, emphasizing the need for hands-on experience and team training. Kathy covers the key steps for integrating AI into marketing organizations, from gaining basic understanding to creating AI councils and policies. The conversation also touches on future strategies, including impact analysis and AI roadmaps. Listeners can expect actionable insights to help their marketing teams navigate the AI revolution effectively.

In this episode, we sit down with Jay Tuel, VP of GTM Experts at Demandbase to delve into the evolution of Sales Development Representative (SDR) organizations into Account-Based Marketing (ABM)-focused functions. Jay shares his insights on the transition from traditional SDR roles to a more strategic, ABM-centric approach, and the critical partnership between Sales and Marketing. We also explore practical strategies for SDR leaders and marketers to drive this change effectively and the innovative tactics Jay has employed to foster collaboration and success.

Our guest in this episode is Rich Copenhagen, Sr Dir of Marketing at Sysdig. Rich provides insights into creating Ideal Customer Profiles (ICPs). He emphasizes that ICPs are distinct from the total addressable market and require careful consideration, data analysis, and creativity. Alignment across the business is crucial to ensure successful ICP implementation. Clear definitions, dashboards, and effective positioning are essential for everyone to understand and utilize the ICP. The episode discusses the journey of creating an ICP and offers real-world examples of how to use it effectively. This is a valuable resource for marketers and business leaders interested in creating and implementing an ICP.

What You’ll Learn