DemandGen Radio
#153 The Power of Marketing in Driving Revenue ft. David Eldred

#153 The Power of Marketing in Driving Revenue ft. David Eldred

February 18, 2020

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Far too often Marketing’s efforts are not directly associated with driving revenue. Worse yet, when the economy slides, Marketing budgets are often slashed to protect profits. Only after the damage is done by these cuts, and top-line revenue growth is impacted, do companies try to market their way back on top. However, that is not the case at Rivermark Community Credit Union where Marketing is seen as a revenue driver. Imagine if you were regularly asked, “if we gave you more money, how would you drive more revenue?” Asked and answered! In the episode, you’ll learn how David Eldred, Director of Marketing and Digital Experience at Rivermark Community Credit Union brought in Marketo and other marketing technology tools to turn Marketing into a Revenue Center with incredible results. Listen as David shares where his passion for marketing and technology comes from and how he’s lead so much marketing innovation and impact within a financial services company.

#152 Demand Creation Done Right ft. Carlos Hidalgo

#152 Demand Creation Done Right ft. Carlos Hidalgo

February 11, 2020

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Too often Marketing fails to prove it’s value within organizations. To help you convey marketing's contribution, and articulate what needs to get done, consider using the Demand Generation Framework that we discuss in this episode. The Demand Generation Framework is a holistic model for driving revenue across three dimensions: Demand Creation, Demand Management, and Demand Expansion.

In episode one of our three-part series, Carlos Hidalgo and I share why successful Demand Creation is essential for your success. Listen as Carlos highlights the importance of creating buyer personas, why you need to be enriching and cleansing your data, and we provide actionable tips for creating demand during your upcoming events.

Learn more about the Demand Generation Framework here: https://www.demandgen.com/how-to-reposition-and-strengthen-marketings-role-in-2020/

#151 Changing the Narrative: How to Reposition the Discipline of Marketing

#151 Changing the Narrative: How to Reposition the Discipline of Marketing

February 4, 2020

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Marketing is in the midst of an identity crisis. Most marketing teams and marketing leaders are still struggling to define what they are doing, why they are doing it, and what they have accomplished. In this episode, I take you on a journey through the history of marketing and technology and how the discipline of marketing has evolved into what it is today. More importantly though, I share why it’s essential for the marketing function to now once again change its narrative and reposition itself. And, for that reason, I end this episode by introducing a new framework, known as the Demand Generation Framework - a holistic model for driving revenue growth across Marketing, Sales, and Customer Service.

#150 How to Get Your Data Clean and Pristine with Gaea Connary

#150 How to Get Your Data Clean and Pristine with Gaea Connary

January 28, 2020

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Data fuels every marketing program and plays a major role in the performance and cost of all marketing campaigns. Yet, data is often a last priority for marketers. In this episode, Gaea Connary shares why data is commonly neglected, what it takes to get your data up to speed, and how much inaccurate and dirty data is actually costing you.

For those who need a little help getting their data clean and pristine, checkout DemandGen’s data services here: https://www.demandgen.com/data-services.

#149 Fireside Chat with Marketo Champion Darrell Alfonso, Amazon

#149 Fireside Chat with Marketo Champion Darrell Alfonso, Amazon

January 21, 2020

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Darrell Alfonso is a Marketo Champion and leader in the marketing automation community. Tune in to learn how Darrell’s career landed him at Amazon and why he’s so passionate about technology and marketing. Listen as he also shares some of his career lessons, such as how to quickly have an impact in a new role, along with his advice on why you should constantly be evolving, accelerating your learning, and striving for big wins. Plus, in this episode, Darrell shares what marketing operations at Amazon is like and how they manage such a complex and sophisticated deployment of Marketo.

#148 Inside Marketing Operations at DemandGen with Sabrina Killian

#148 Inside Marketing Operations at DemandGen with Sabrina Killian

January 14, 2020

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Sabrina Killian joins the podcast to talk about how DemandGen does demand gen. Tune into this episode as Sabrina reveals how we run marketing operations internally and the strategies, programs, and tools that she is responsible for implementing and executing. Listen as Sabrina talks about DemandGen’s recent marketing automation migration, dives into our tech stack and the tools we use, and outlines many of our marketing operations best practices and upcoming initiatives.

#147 2020: The Year of Digital Transformation with Rob Bonham

#147 2020: The Year of Digital Transformation with Rob Bonham

January 7, 2020

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Rob Bonham is back on the podcast to talk about the world of demand gen and the trends taking place in marketing as we move into 2020. Tune into this episode as we talk about what digital transformation looks like, how to excel at sales and marketing collaboration, the best approaches for driving demand creation, and the importance of achieving technology and systems alignment. And, as an added bonus to our listeners, you can reach out to us for a free copy of Sangram Vajre’s new book, “ABM is B2B”.

#146 Using AI to Automate Key Marketing Functions

#146 Using AI to Automate Key Marketing Functions

January 1, 2020

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Few marketers are leveraging AI as much as Byron O’Dell and his team at IHS Markit. In this episode, Byron shares which artificial intelligence technologies he’s finding the most value from and how those tools are being used to automate sales outreach and marketing programs. Listen as we talk about the different applications for AI in marketing and what marketers can expect from artificial intelligence in the future.

#145 Why SDRs Should Report to Marketing

#145 Why SDRs Should Report to Marketing

December 30, 2019

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Kyle Lacy is the VP of Marketing at Lessonly and is also responsible for managing a team of sales development reps. In this episode, we dive into the hot topic of whether SDRs should report to Sales or Marketing and you'll hear Kyle's passion for why SDR's should be an extension of marketing. Kyle shares why SDRs should be closely aligned with Marketing in order to maintain a cohesive strategy across top-of-funnel efforts. We also talk about the compensation models and quotas for SDRs and cover how to onboard and train a successful SDR team in your own organization.

#144 Driving Pipeline with ABM

#144 Driving Pipeline with ABM

December 28, 2019

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ABM has developed into a proven strategy for helping marketers identify and target named accounts that are most likely to contribute to pipeline goals. In this episode, Pat Oldenburg of ServiceMax shares why his team made the pivot towards being more account-focused and how this has led marketing to be more accountable when it comes to pipeline contribution. Listen as Pat goes into detail on how he and his team defined and implemented an ABM strategy, how it has better enabled sale reps within the organization, how they’re keeping their data clean, and more.