The Stack

LinkSquares takes a personal approach to B2B marketing. Their intense and memorable event strategy doesn't just stop at the top of the funnel. Instead, they're pushing boundaries by maximizing the value of each touchpoint, ensuring a seamless journey for potential clients.

In this episode, Dan McGaw talks with Juliette Kopecky, CMO at LinkSquares, about her comprehensive event strategy. Juliette's strategy is based on the Mere-Exposure effect, and involves taking over events with intense visibility marketing, such as sponsoring the cocktail hour, sponsoring the lanyards, and having a big giveaway. After an event, LinkSquares follows up with leads using traditional methods, email marketing, ABM strategies, and nurture campaigns.

What is LinkSquares? LinkSquares is a company that specializes in contract lifecycle management (CLM) software. Their platform helps businesses automate and streamline the management of contracts, providing features such as contract creation, tracking, and analytics to improve efficiency and compliance using AI.

Main Takeaways:

• The Mere-Exposure Effect: Understand why every marketer should consider this psychological phenomenon to enhance brand familiarity and preference.
• Maximizing In-Person Touchpoints: Learn how to effectively gather and leverage data from in-person interactions to supercharge your marketing efforts.
• Strategic Content Enablement: Discover Juliette's content strategy that resonates with the audience and serves as a bridge between sales and marketing, ensuring alignment and success.

LinkSquares’s Stack

• HubSpot: A marketing and sales automation platform used by Link Squares to manage leads and campaigns.
• Seismic: A sales enablement platform adopted by Link Squares to track usage and create playbooks for their sales and success teams.
• Hubspot: An all-in-one inbound marketing, sales, and CRM platform that offers tools for email marketing, social media publishing, content management, and more.
• 6sense: An account engagement platform that helps firms accelerate sales by identifying, prioritizing, and engaging with prospects.
• Qualified: A conversational marketing platform designed to produce more sales pipeline by enabling sales teams to have real-time conversations with website visitors.
• Microsoft Clarity: A free-to-use analytics product built to help website managers improve their website experiences by better understanding site visitor behavior.
• HasOffers: Provides performance marketing software for creating your own mobile and/or desktop ad network.
• LinkSquares: A contract analytics and management solution that uses AI to help companies understand and act on their contract data.

Join us every week as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level. 

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Field marketing isn't about hosting numerous events; it's about fostering a community. Ronen's perspective is refreshingly different. He believes in the transformative power of field marketing, not only as an event-driven strategy but as a tool for community-building.

In this episode, Ronen breaks down why traditional SaaS marketing methods aren't as effective in cybersecurity, emphasizing the need for personalized strategies. Ronen has cracked the code generating a robust pipeline in this industry.

From leveraging virtual events to understanding user behavior, Ronen shares actionable insights that have proven successful in his career. Since recording this episode, Ronen has moved on to Senior VP of Marketing at Cycode.

Main Takeaways

• Field marketing generates the most pipeline in the cybersecurity industry, and creating community is the most important.
• Tessian leverages virtual summits, social media, and word-of-mouth to reach a wider audience.
• "There can be no substitute for getting your hands dirty." Strike a balance between automated systems and hands-on work to drive results and stay competitive.

Dan's Top Tools

• Tessian: A cybersecurity platform that uses machine learning to secure enterprise email and prevent threats.
• User Gems: A platform that helps companies identify potential leads by tracking job changes of their users and contacts.
• Google Sheets: Google's cloud-based spreadsheet tool that allows for real-time collaboration and integration with other Google services.
• HubSpot: An inbound marketing, sales, and service software that provides tools for social media marketing, content management, web analytics, and more.
• Salesforce: A customer relationship management solution that brings companies and customers together, offering a variety of tools for sales, service, marketing, and more.
• Sprout Social: A social media management tool that provides engagement, publishing, analytics, and team collaboration tools.
• Full Circle Insights: A marketing performance measurement platform that provides response management, attribution, and funnel metrics for Salesforce users.
• Drift: A conversational marketing platform that connects businesses with their website visitors in real time using chatbots and artificial intelligence.

Want more Ronen? Join his email newsletter: Thoughts by Ronen Shetelboim

Join us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.

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In this episode, Mariana Cogan, CMO of People.ai, shares her unique tactics for tracking conversions, understanding digital journeys, and using tools like Hotjar and UserTesting.com to create a highly personalized, multithreaded experience.

She emphasizes that multithreading deals involving engaging multiple organizational stakeholders can significantly increase the win rate by 34%. Mariana argues that understanding the relationship between these business units and creating personalized connections is critical to the success of these multithreaded deals.

The discussion also offers valuable insights into creating snackable content, aligning sales and marketing efforts, and the crucial role of technology and diversity in the workplace.

Main Takeaways:

• Personalized, multi-threaded experiences combined with conversion tactics and MarTech tools significantly enhance win rates and conversion tracking.
• ‘Snackable content,’ involving bite-sized, easily digestible information, boosts customer engagement and is critical in successful conversions.
• Understanding the buyer’s journey and timely, tailored content delivery significantly improves customer experiences and sales win rates.
• Leveraging technology and diversity for one-to-one customer connections provides deeper insights into customer needs, fortifying relationships and customer experiences.
• Grasping the dynamics between various business units allows businesses to customize their services, positioning them as the preferred choice for customers.

People.ai's Stack and Tools:

• People.ai: A sales intelligence platform that helps sales professionals identify and engage with qualified prospects, manage their pipeline, and close more deals.
• Hotjar: A behavior analytics tool that helps businesses understand how users interact with their website by providing heatmaps, screen recordings, and feedback polls.
• UserTesting.com: A user research platform that allows businesses to get feedback on their website or product from real users in minutes.
• WordPress: A content management system (CMS) that powers over 40% of all websites on the internet.
• Google Analytics: A web analytics platform that helps businesses track and analyze website traffic data.
• Drift: A conversational marketing platform that helps businesses turn website visitors into customers through live chat and chatbots.
• 6Sense: A sales and marketing engagement platform that helps businesses identify and engage with the right buyers at the right time.

Join us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.

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On Today’s Show:

In today's digital landscape, personalized user experiences are desirable and necessary.

Mario D'Agostino, VP of Product and Product Analytics at FanDuel, is a seasoned veteran in the tech industry who understands the value of leveraging real-time data and probability algorithms to create personalized user experiences.

FanDuel is the biggest online real money gaming company and the leading sports booking app in the US. It commands over 40% market share and has 14 million active customers. This massive customer base presents unique challenges in terms of customer engagement and retention.

In this episode, Mario discusses the strategy that aims to see FanDuel grow its business by 4x by 2025. He also shares insights from his data playbook, the tech stack behind it, and how he’s effectively scaled his stack during periods of rapid expansion.

Main Takeaways:

• FanDuel's user experience personalization is driven by real-time data and probability algorithms, leveraging tools like Segment to optimize customer lifetime value and adjust acquisition costs.
• The transformative power of Braze Content Cards is harnessed to deliver timely, personalized content based on user spending habits, a strategy also adopted by brands like Venmo.
• Preparing for high-traffic events like the Super Bowl involves system stress tests and collaborations with tech partners. Platforms such as KNIME are utilized to dynamically segment offers in real time.
• During major events like the Super Bowl, FanDuel employs predictive analytics and tools like KNIME to send timely push notifications tailored for each user.
• FanDuel's innovative data strategy embraces Reverse ETL, allowing custom model building with KNIME and data loading into platforms like Salesforce. Additionally, the strategic integration of Segment and AppsFlyer facilitates real-time adjustments to customer acquisition costs.

Dan’s Top Tools:

• Amplitude: A product analytics platform that provides insights into user behavior, allowing businesses to visualize conversion funnels and conduct A/B tests.
• Braze: A customer engagement platform that provides real-time, personalized messaging across various channels. It's used for delivering tailored content at the right moments.
• Segment: A customer data platform that helps businesses collect, clean, and activate their data, offering a unified view of the customer and enabling real-time personalization.
• AppsFlyer: An advanced mobile app attribution and marketing analytics platform helping marketers pinpoint their targeting, optimize their ad spend, and boost their ROI.
• KNIME: A data analytics platform that allows for creating dynamic audiences, real-time segmentation of offers, and the dispatch of relevant push notifications.
• Optimove: A marketing platform designed to drive customer loyalty and engagement.
• Salesforce: A comprehensive customer relationship management solution that aids in managing campaigns and customer data.
• Marketo: An Adobe marketing automation tool that assists businesses in managing and segmenting customer data for targeted campaigns.
• Fivetran: A data integration tool that streamlines the automation of data pipelines from various sources to cloud-based data warehouses.
• Looker: A business intelligence software that provides real-time data analytics, helping businesses explore and share insights.
• Tatango: A mobile messaging software platform that enables businesses to design and manage SMS, MMS, and RCS marketing campaigns.
• Gainsight: A platform that offers tools and solutions for customer success, focusing on customer retention and business growth.
• Twilio: A cloud communications platform that provides APIs for sending/receiving phone calls, text messages, and more.

Join us next time as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.

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RevOps has been getting a lot of hype recently. The 2023 LinkedIn Jobs on the Rise Report, even called RevOps, is the fastest-growing career opportunity in the US. But what’s with the traction for a seemingly unexplored and mysterious role? Is it just another fad? Or is the speed of the bandwagon warranted? 

We invited Ahmed Chowdhury, Sr. Director of Global Revenue Operations at Data.ai, Darrell Alfonso, Director of Marketing Strategy and Operations at Indeed.com, and Deven Pearson, Director of Revenue Operations at McGaw, to debate the legitimacy of RevOps as a position.

In this episode, you'll learn about the need for clear objectives and team alignment to optimize customer interactions and minimize friction.

Key Discussion Points:

• Breaking Barriers: Is RevOps the key to dismantling the silos between sales and marketing teams?
• Tech Solutions: Can the challenges prompting the need for RevOps be addressed with a smarter tech stack?
• Skillset for Success: Assuming RevOps is here to stay, what skills are indispensable for someone to excel in this role?

We'll also touch on the potential pitfalls of overemphasizing revenue and the crucial role of CMOs and CROs in reducing friction in customer and selling journeys. This is where RevOps can shine.

To wrap things up, we'll delve into the essential skills required for successful Revenue Operations and the impact of a well-structured team on top-line revenue.

Top Tools

• HubSpot
• Salesforce
• Marketo
• Pardot
• LeanData
• Clari
• InsightSquared
• RingLead
• ZoomInfo
• Drift

Join us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.

2023 will be a fascinating time for marketing and tech, and you may be wondering how to build and optimize your stack.

In this episode, Join Dan McGaw and industry leaders Jon Miller, CMO of Demandbase, and Adam Greco, Product evangelist for Amplitude, as they discuss the most important tech stack trends you must consider to win big and boost revenues in 2023.

It’s no secret that the marketing technology landscape is constantly evolving. Driving growth in a tumultuous economy with your marketing technology investments will be critical. With consolidation happening all over the place, and major innovations in AI and first-party data, are you wondering what’s next? 

Main Takeaways:

• Which tech stack trends you should be aware of 
• How will the first-party revolution change your marketing
• How to maximize your tech stack capabilities to reach revenue goals
• How to mitigate the risk of future budgetary cuts
• What are the key roles you should have on your team

Dan’s Top Tools for 2023:

• Segment
• Ortto
• Count.co
• Zapier
• Jasper.ai
• Descript

Join us every week as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level. 

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The Stack team is taking a break to spend time with our friends and family over the holiday season. We’ll be back in late January with more episodes all about killer marketing strategies and the tools making them possible.

In the meantime, check out the details for our upcoming live recording! Webinar: How to Build Your Marketing Stack in 2023.

“Building an ecosystem is hard,” says Scott, VP of Platform and Ecosystem at HubSpot, “You got to think bigger than just the marketplace.”

In this episode, Scott and Dan dive deep into the inner workings of HubSpot’s partner strategies, how they have led them to create a dominant MarTech platform, and the tech stack they use to achieve their goals.

Key Takeaways

• Integration is vital to business success, and consolidating data into suites or platforms is a standard solution for companies with too many tools.
• To build a successful platform, focus on finding the right partners and tools and providing value to your company, customers, and partners.
• Genuine relationships and understanding the needs of your audience are crucial for success in an ecosystem like HubSpot’s.
• HubSpot’s winning partner strategy includes finding the most popular partners through customer research, ranking them, and bringing them in to help them succeed.
• To grow a marketplace, build a solid foundation across all product lines, and provide end-to-end support for partners on the platform.
• Building an ecosystem takes time and requires cohesion between the right tools. Choose a platform to experiment with different apps while breaking down stack silos.

Top Tools:

• HubSpot CRM: HubSpot’s central source of truth, where they track their partner’s journey and integrate all their other tools.
• Google Suite: everything from spreadsheets to slide presentations and documents. 
• Slack: To communicate with partners. 
• Asana: For tracking projects.
• Looker: For visualizing data.
• Snowflake: For data warehousing. 
• G2: For ranking potential partners.
• HubSpot’s App Directory: A directory of tools you can integrate with HubSpot.
• OrgChartHub: For building organizational charts in HubSpot.
• Sales Tracking Software: For tracking and monitoring sales journeys. 
• Crossbeam: Helping businesses connect with prospects, partners, and opportunities.

Join us as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.

B2B communities are hot right now and for a good reason. Having a loyal group of people rallied around your business is a crazy useful resource for growth. Investing in community and learning is how Jack Foster, VP of Marketing at WorkRamp, is driving next-level growth. Being a part of an LMS platform means that Jack understands the value of both community and learning, which is why she’s so committed to investing in both avenues. 

While LMS and community naturally complement each other, connecting and utilizing those strategies together with the rest of the business leaves no room for error in her tech stack. That’s why Jack runs everything through RevOps and relies on HubSpot as much as possible.

Main Takeaways:

• The value of investing in training and enablement
• Building community into your strategy and tech stack
• Keeping a smooth-flowing tech stack with RevOps

Dan’s Top Tools:

• Mighty Networks
• AirMeet
• Gong.io

Join us every week as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Despite being over 100 years old, Perdue Farms is still a beacon for the future of B2B and D2C business. Their e-commerce game is insanely impressive. From building out partner integrations that allow customers browsing recipes on their site to export the ingredients list into a cart at their local partner outlets, to partnering with Samsung to sell Perdue products from smart fridges, Perdue is already living in the future.

But getting to that future comes with smart strategies and successful partnerships. David Zucker is the CMO at Perdue Farms, and he knows how to do it right. For example, he’s taking advantage of the company's smaller D2C business to test out new products before launching to their B2B business in order to reduce risk. 

Main Takeaways:

• How Perdue finds success through making their partners successful
• How to be innovative while staying smart
• How Perdue utilizes their D2C business to reduce risks for the company

Links:

• The Benefits & Challenges of B2B Manufacturers Trading Directly Online and going D2C - Spryker

Dan’s Top Tools:

• PriceSpider
• Bluecore
• Salesforce

Join us every week as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.