Leadspace Radio

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How to Tackle Marketing Attribution and Forecasting

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Hear Nadim Hossain, CEO and Co-Founder of Brightfunnel answer all the big (and some quite geeky) questions about marketing attribution. Every data-driven marketer agonizes over this but it's critical to get it right to build an effective, optimized marketing machine.

Nadim dives into:
  • Pros and cons of the different types of marketing attribution (first touch, multi-touch, etc)
  • When is a company ready for multi-touch attribution?
  • The biggest mistakes marketers make with attribution
  • How does this fit with Account-Based Marketing initiatives
  • And much much more!


Leadspace uses predictive analytics to target the prospects that look like your best customer. Social web and structured data come together under the Leadspace platform to deliver best in class enrichment, advanced predictive scoring and confident lead discovery, that's Leadspace. Learn more at Leadspace.comor email me directly at damon@leadspace.com.

Building powerful, revenue-driving marketing with Jeffrey Eisenberg

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Jeffrey Eisenberg is a recognized authority and pioneer of Internet marketing strategy; improving online conversion rates for sales and lead generation. Jeffrey speaks Spanish with native fluency and has transacted business in 26 countries.

The emphasis that's given to lead scoring. If half that emphasis would be given to actually responding to calls more quickly, the value of the leads would go way up. We've proven this over and over again. There's the Kelloggs' study that actually proves that the faster you respond, basically in the first five minutes and whenever we've gotten clients, instead of having the marketers on the spot for the quality of the leads actually put the sales people on the spot for the quality of their response, it's been the number one factor in increasing conversions and so marketers just take it on the chin and just very often go quietly into the night. The bottom line is that most of the time if sales people could respond to the calls fast enough they'd have perfectly good leads that they could sell whereas when they take even thirty minutes to get back to them that lead has already cooled off and who knows what's going to happen. I just wanted to say that because we get that over and over and over again.

Some of the questions asked were:

  • What's the use of lead scoring?
  • Aside from prioritization do you call 100% of the people who submit a lead form on your website or not?
  • What are your thoughts on that - reaching out to somebody who hasn't proactively reached out to you?
  • So you're talking about channels now, right? So you're saying a chat would feel less ookey to you or an email would feel less ookey, but a phone call to you seems a little too invasive?
  • Earlier you said, "I haven't made them a buyer yet. I haven't thought about them as a buyer yet." This is somebody who visits your website. What makes someone a buyer?
  • So how do you know as a marketer when somebody has confidence in your solution? Are there implicit signals? Are there explicit signals? Can you infer something?
  • The question that I often get asked by young marketers is this: what is something I can do to upgrade my skills, to make me more marketable as a marketer? Particularly these are B-to-B marketers that I'm talking to. Somebody asks you that question, what advice would you give?


Jeffrey is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books "Call to Action" & "Waiting For Your Cat to Bark?". He has written for the popular marketing optimization blog GrokDotCom, eMarketing & Commerce Magazine & Forbes.com. Jeffrey has been a speaker and delivered the keynote speech at conferences like Search Engine Strategies, WSI Excellence & Innovation, Shop.org, Direct Marketing Association, MarketingSherpa, AD:Tech Miami, Search Engine Strategies Latino, NAB, Canadian Marketing Association and at corporate events like Intel's retail customer appreciation summit.


Connect with Jeffrey: Twitter: @JeffreyGroks- Facebook: Jeffrey Eisenberg - LinkedIn: Jeffrey Eisenberg

0-60: How to Build a State of the Art SDR Team

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Building and tuning an effective SDR machine can mean big benefits for your marketing/sales operation. Jason Olsen, Sr. Director of Sales for Choozle has built and managed some of the most effective teams and will open up his playbook on Leadspace Radio. He'll walk through a step by step recipe so you can build or augment your SDR operation. He also has his finger on the pulse of all the latest and greatest in Sales tech so your team will truly be state of the art.
Jason bio:
Jason Olsen is the Senior Director of Sales for Choozle, an insights-driven programmatic ad buying platform. His core focus has been working with the Fortune 100 and high-growth venture-backed start ups within the B2B Technology industry helping marketing and sales organization as a supplier and strategic advisor to grow their businesses. He has held senior sales roles at three venture-backed marketing technology start ups. During this time he has studied and been a part of the transformation of marketing and sales organizations as well as the proverbial boom in marketing and sales tech. He knows as well as anyone that building a winning team and formula now is dramatically different than last year, 5 years ago, or 10 years ago. 

Advocate Marketing: What is is and how you can get it.

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Building a brand new category isn’t easy – but Influitive’s Jim Williams makes it seem easy. Eloqua’s former Director of Product Marketing helps us realize why we need Influitive’s Advocate Marketing.

Here's a nutshell of what advocacy marketing includes, and you can decide if you need it or want it:
Capture the best leads
Cultivate product reviews
Secure perfect references
Instant product feedback
Share content with conviction and build buzz

Jim Williams is the VP of Marketing for Influitive. Williams is a strategic thinker and marketer who drives tangible results/ROI for startup and early stage software companies. Prior to Influitive, Williams lead product marketing and demand generation at Eloqua.

Some of the questions host, Steve Gershik asked were:

1. Influitive and Advocate Marketing ….tell us more. Why is harnessing the power of advocates so important today?

2. What’s changed in marketing in the last few years that has made B2B a little more exciting?

3. What is a day in the life of a VP of Marketing at a hot start-up like? What are your biggest challenges?

4. How do you build an effective marketing strategy for something so new and different? Building a new market isn’t easy, is it?

5. Do you believe in taking risks as a marketer? Does the start-up mentality foster that?

6. You were an integral part of a very successful marketing team at Eloqua – what best practices did you learn while part of that team? What made the Eloqua marketing team unique?

After the break:

7. What’s the secret to building a great marketing organization? Do you hire for skills? Passion? What makes a team successful?

8. What’s the best way to become a better marketer?

9. Where does content marketing play a role in your marketing strategy?

10. Let’s talk about data. Leadspace provides social demand generation solutions –helping to provide real-time lead data for organizations. How important is accurate data for marketing?

How to drive demand generation with Maria Pergolino of Apptus

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Some what what we are covering in this show includes:
While building an organization to scale, what have you learned?
What do you look for in an intern or an early-in-career hire?
How do you measure if someone is capable of their position and when they are, ensuring they are working on the right things?
An attribute of great managers is the ability to learn from their mistakes. What is something you've learned from your mistakes?
How have you built this marketing organization within Apptus?
How did you decide which roles to bring in at what time?
How do you provide transparency among your team?
What do you do to spread knowledge of marketing?

1. What is a day in the life like as VP of Marketing at Apptus?

2. You had a great experience at Marketo – building a stellar reputation for content marketing and marketing automation. What did you learn at Marketo that helps you drive demand for Apptus?

3. In your role at Apptus – you manage corporate marketing, customer marketing and demand gen. How does corporate and customer marketing differ? What’s the most important thing to remember in customer marketing? 

4. You frequently write and speak about B2B marketing- what’s the biggest challenge for B2B marketers today? Why?

5. What is the key success factor for B2B marketers? 

6. What is your most effective strategy for driving demand generation at Apptus?

Little known fact: Maria Pergolino is also a wine expert - more on that perhaps during our next show.
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About Maria:

Maria Pergolino is the Vice President of Marketing for Apptus, a category-defining software that drives the vital business process between the buyer’s interest in a purchase and the realization of revenue. As a recognized thought-leader in demand generation, marketing automation and content marketing, Maria has been named one of the 50 Most Influential People in Sales Lead Management by SLMA for 2010-2013 and the 20 Women to Watch for 2011 and 2012. Prior to Apptus, Maria was Senior Director of Marketing for Marketo.

Do the 4 Ps of Marketing Have You Irrelevant?

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REVENUE MARKETING is where we need to be.

Chief Strategy Officer of +The Pedowitz Group , +Debbie Qaqish shows her passion for education, for revenue marketing in this fast paced, 30 minute discussion.  She is the author of, "Rise of the Revenue Marketer, " available on Amazon: http://www.amazon.com/Rise-Revenue-Marketer-Debbie-Qaqish/dp/1610054075 

A snippet from the show:
"Because the  universities have been so slow to teach these critically important skills, we are seeing companies that are developing their own revenue marketing curriculum. They cannot find the skills. Kids are not coming out of graduate and undergraduate programs with the right skills."

Some of the points covered include:

1. The rise Revenue Marketer….tell us more. What does this mean for marketers today? How did the industry react to the new term, Revenue Marketer?

2. The Pedowitz Group works with some of the biggest brands out there- how has the state of marketing changed for B2B in the last few years? Are there different challenges for SMB and Enterprise orgs?

3. What does a day in the life of the CRO of TPG look like?

4. What do marketers need to change today to think like a Revenue Marketer tomorrow?   

5. Where do most marketing organizations fall short reaching their revenue goals?
 

AFTER BREAK:
 
6. TPG has grown into a fairly large organization over the past few years. What’s the secret to building a great marketing organization? Do you hire for skills? Passion? What makes a team successful?

7. TPG clients have been recognized for excellence with both Eloqua Markie and Marketo Revvie awards. What defines excellence in marketing?

8. What’s the best way to become a better marketer today? What advice can you share?

9.  Let’s talk about data. Leadspace provides social demand generation solutions –helping to provide real-time lead data for organizations. How important is accurate data for marketing? 

10. Where does data fit in the Revenue Marketer concept?

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Debbie Qaqish is the chief strategy officer and a principal partner at The Pedowitz Group and is responsible for developing and managing client relationships.

She is a nationally recognized speaker, thoughtleader  and innovator in the demand generation field, with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth. Debbie was voted #10 in #SLMA 's 50 Most Influential in Sales Lead Management in 2011. She has also been nominated in 2014.


Connect with Debbie Qaqish:
https://www.linkedin.com/in/dqaqish
https://twitter.com/DebbieQaqish

Connect with The Pedowitz Group:
https://twitter.com/revenuemarketer
https://www.linkedin.com/company/pedowitz-group

Enough already with the 4 Ps of Marketing

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REVENUE MARKETING is where we need to be.

Chief Strategy Officer of +The Pedowitz Group , +Debbie Qaqish shows her passion for education, for revenue marketing in this fast paced, 30 minute discussion.

rise-of-the-revenue-marketer-by-debbie-qShe is the author of, "Rise of the Revenue Marketer, " available on Amazon: http://www.amazon.com/Rise-Revenue-Marketer-Debbie-Qaqish/dp/1610054075 

A snippet from the show:
"Because the  universities have been so slow to teach these critically important skills, we are seeing companies that are developing their own revenue marketing curriculum. They cannot find the skills. Kids are not coming out of graduate and undergraduate programs with the right skills."

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Debbie Qaqish is the chief strategy officer and a principal partner at The Pedowitz Group and is responsible for developing and managing client relationships.

She is a nationally recognized speaker, #thoughtleader  and innovator in the demand generation field, with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth. Debbie was voted #10 in #SLMA 's 50 Most Influential in Sales Lead Management in 2011.

Debbie has been at the forefront of the marketing automation phenomenon, first as a beneficiary, and now as an advocate and expert. She is a frequent speaker and writer on topics related to driving revenue through #demandgeneration   techniques,#marketingautomation   technologies and the integration of sales and marketing.

#revenuemarketer   #revenuemarketing   #marketingtips  

Connect with Debbie Qaqish:
https://www.linkedin.com/in/dqaqish
https://twitter.com/DebbieQaqish

Connect with The Pedowitz Group:
https://twitter.com/revenuemarketer
https://www.linkedin.com/company/pedowitz-group