Sunny Side Up Podcast Demandbase

Episode Summary
This episode of Sunny Side Up features an interview with Jill Canada, VP of Commercial at Mendaera, about her experience creating new markets and implementing disruptive technology. Jill discusses the challenges of market creation, especially in healthcare, and emphasizes the importance of change management. She also shares insights into building effective teams, lessons from both startups and large companies, and recommendations for books and guests.

About the guest

Jill Canada currently serves as the Vice President of Commercial at Mendaera Inc., a Silicon Valley-based healthcare technology company developing a platform that combines robotics, real-time imaging, artificial intelligence, and connectivity. Before Mendaera, Jill served as the Vice President of Corporate and Enterprise Sales and as a key member of the Executive team at Avail Medsystems where she led a dynamic team dedicated to supporting some of the healthcare sector’s largest and most influential entities.

Connect with Jill Canada

Key takeaways- Creating new markets takes longer and more money than expected, especially in healthcare with its regulatory complexities

- Finding the right product-market fit and beachhead is critical for startups

- Building a diverse, multidisciplinary team with empowerment and a culture of experimentation is important for disruptive technology

- Change management is essential but often overlooked, especially in communicating with and guiding clients through workflow changes  

- Experience from both startups and large companies is valuable; leadership qualities like accountability translate between environments

- Aligning with investors and boards that understand your sector and market creation is important for startup success

Quotes

"Sometimes, success is defined by what you say no to as much as what you say yes to"  -Jill Canada

Recommended Resource

Podcast-DeviceTalks Podcast Network (MedtechWOMEN Talks, DeviceTalks Weekly)

-Fast Five Medtech News

-Huberman Lab

-WorkLife with Adam Grant



⁠⁠⁠Connect with Jill Canada⁠ | ⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode SummaryThis episode discusses Google's new email policies that will classify companies as bulk senders if they send over 5,000 emails per day. Guests Liam Moroney and Graceanne MacDonald provide best practices for staying under the threshold, including database audits, custom tracking domains, and adding unsubscribe links to all emails.

About the guest

Graceanne (Domino) MacDonald

Graceanne began her startup career in the sales world, first leading SDR/BDR teams, followed by a side-step into RevOps before formally landing in demand gen. And she brings that dual sales/marketing perspective into all of the programs she builds. 

Connect with Graceanne (Domino) MacDonald

Liam Moroney

Liam may be in the marketing minority; in that, he went to school for marketing. He has grown his career as a demand generation leader in the startup space and developed unique perspectives coming up through marketing ops and content marketing.

Connect with Liam Moroney

Key takeaways- Google will classify companies as bulk senders if they send over 5,000 emails per day from their domain

- Bulk senders must keep their spam rate below 0.3% or risk having their entire domain blocked from sending emails

- Companies should audit their marketing databases and purge or suppress unengaged Gmail addresses

- Implement SPF, DKIM, and custom tracking domains to improve email deliverability

- Add unsubscribe links to all marketing and sales emails, including sales outreach emails

- Challenge teams to truly understand their audiences through research and send more personalized content

Quotes"It's not even a technical problem. It is not a design problem. It's philosophical, did they ask for this email? Is this email valuable?" -Liam Moroney

"I fought a number of uphill battles on email deliverability, I was constantly beating the drum against bulk sending." -Graceanne MacDonald

Recommended Resource

Books

Liam recommended books on marketing fundamentals like "Ogilvy on Advertising" and "Hey, Whipple, Squeeze This" which provide timeless principles

Newsletters

Graceanne recommended, ‘The Spark Toro’ and ‘Exit Five’ newsletters for great content on audience research and understanding.

Episode SummaryBrian Finnerty of Udacity discusses effective strategies for aligning content to different stages of the buyer's journey. He stresses the importance of investing in lower funnel proof points like customer success stories and third-party reports. Finnerty also provides tips for validating content assumptions directly with customers. Additionally, he emphasizes optimizing the content mix based on performance data and attribution to opportunities. Throughout the conversation, Finnerty reinforces the importance of tying content marketing efforts directly to pipeline and sales goals.

About the guest

Brian is a senior marketing executive with deep experience leading successful marketing teams. He believes that marketing can deliver extraordinary results when it harnesses the right blend of full-funnel demand, sales alignment, and rich customer insights. Brian's expertise includes brand strategy, B2B demand generation, and global customer acquisition from mid-market to Fortune 500. 

Connect with Brian Finnerty

Key takeaways- Map content assets to stages of the buyer's journey, including top-of-funnel awareness content and bottom-of-funnel proof points

- Invest in lower-funnel customer success stories and third-party validation reports

- Validate content assumptions directly with customers through feedback

- Optimize the content mix regularly based on performance data and attribution to opportunities

- Track pipeline as the primary metric for measuring content marketing success

Quotes

"If you're able to track all of those touchpoints, and make sure that they're associated with opportunities in your CRM, then I think you've got a fairly consistent way of assessing how your content engine is performing." -Brian Finnerty

Recommended Resource

BooksBrian suggests "No Rules Rules" by Reed Hastings and Erin Meyer about Netflix's approach to talent and culture.

Podcast

Professor Galloway's podcast, ‘The Prof G Pod’ for marketing and sales insights.

⁠Connect with Brian Finnerty⁠⁠⁠ | ⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode SummaryEmily Butler discusses balancing brand and demand generation, sharing insights from her transition from agency to corporate life. Emily also provides tips on understanding customers and measuring success. The discussion covers marketing strategies in the complex aerospace industry and building brand awareness internally.

About the guest

Emily is a Sr. Director of Marketing at Honeywell Aerospace Technologies where she leads a team of demand and digital marketers in the Americas. Emily has 24 years of experience leading high-performing B2B marketing teams.  Before Honeywell Aerospace Technologies, Emily was the head of digital marketing and demand generation at a full-service marketing agency working with brands such as Symantec, Spirent, Model N, ServiceNow, BroadSoft, Infovista, Sage, and several startups acquired by Cisco and Oracle.

Connect with Emily Butler

Key takeaways- The importance of balancing brand and demand marketing, even with budget pressures

- Measuring success through pipeline and revenue, not just MQLs

- Gaining customer insights directly through VoC sessions and sales call participation  

- Aligning marketing, sales, and supply chain for transparency on aerospace industry challenges

- Prioritizing moments that matter most in the customer journey

- Building internal belief in your brand message before external campaigns

Quotes

"Your brand really starts with internal marketing. So for your brand to be successful your entire employee base needs to believe the message, they need to live it, they need to breathe it." -Emily Butler

Recommended Resource

BooksEmily recommends the book "The Micro Stress Effect" by Rob Cross as a must-read for high performers and those at risk of burnout.

Connect with Emily Butler⁠ | ⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode SummaryShelley Morrison shares her insights on mastering marketing through experimentation, creativity, and building an innovative culture. She discusses how her background in advertising and marketing has prepared her to thrive in an ever-changing industry. She emphasizes the importance of embracing risk, testing new ideas, and fostering psychological safety to encourage idea-sharing and learning from failures. Shelley also stresses aligning brand and creative efforts to positively impact demand generation. Listeners learn about Shelley's approach to monthly test-and-learn sessions and how sharing results openly helps teams improve continuously. Useful recommendations are provided on history podcasts and inspiring B2B marketing leaders.

About the guest

Shelley Morrison, VP of Global Growth Marketing at Domo, is a seasoned full-journey marketer with deep expertise in global demand generation, offline and digital media, growth strategy, and sales and marketing alignment. She’s skilled in leading best-in-class global marketing teams and is a savvy, data-driven marketer with high-scale expertise, systematically establishing operational rigor and accelerating marketing programs to maximize efficiency and drive business results while ensuring personalized and relevant experiences for customers and prospects alike.

Connect with Shelley Morrison

Key takeaways

- Embrace constant testing and innovation to stay ahead of changing consumer habits

- Work at an agency to develop a mindset of flexibility, risk-taking, and experimentation 

- Winning internal buy-in is crucial - this can be learned from agency experience

- Create psychological safety for teams to feel comfortable sharing new ideas and failures

- Conduct regular test-and-learn sessions to foster a culture of continuous improvement

- Brand and creative efforts are important for downstream demand generation results  

- Sharing learnings openly from tests helps teams progress together

Quotes

"Brand creatives are the initial imprint of the brand on the audience. Someone is going to see your brand ad and it is so crucial that it is exactly how you want your brand to be seen." -Shelley Morrison

Recommended Resource

PodcastShelley recommended the "Unobscured" podcast, which takes a deep dive into various historical events and periods to uncover the true context and lessons we can learn.

⁠Connect with Shelley Morrison⁠⁠ | ⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode Summary

This episode of Sunny Side Up discusses scaling marketing at a fast growing tech company with Sally Winter, Marketing Director at Benefex. Sally shares insights on implementing AI strategies to stay competitive and challenges in the B2B landscape. She details how her company effectively measured ABM campaigns through a repeatable model leveraging existing content and targeting personas. Sally emphasizes the importance of great content and brand building for future buyers. She also discusses scaling teams and measuring influence over vanity metrics. Valuable lessons are provided on using events for emotional connectivity and recommending books on transforming the B2B journey.

About the guest

An award-winning content producer and SaaS marketer, Sally specializes in the workplace technology sector, where she’s led marketing functions in start-ups, scale-ups, and multinational enterprises. She’s currently the Marketing Director for Benefex, the tech company that uses employee benefits, recognition, and wellbeing platforms to power exceptional employee experiences for global companies.

Connect with Sally Winter

Key takeaways- AI's strategic significance in modern marketing and challenges in B2B implementation

- Importance of understanding AI innovation in martech and buying solutions well

- Using existing content and a repeatable model to run effective ABM campaigns on a limited budget

- Building brand awareness before lead generation as only 5% of buyers are in market at a time  

- Measuring influence over just vanity metrics from events and activities

- Scaling teams while cutting across functions like marketing, demand gen, and customer success

Quotes

"AI is going to fundamentally change marketing. And it's going to fundamentally change the types of jobs that people do in marketing forever." -Sally Winter

Recommended Resource

Books

Sally suggests "Transforming the B2B Buyer Journey" by Tony Wade. She found it a useful reframing of familiar buyer journey concepts.

⁠Connect with Sally Winter⁠ | ⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠