Cultivating an Innovative Marketing Strategy for the Digital-First World with Jen Dimas, CMO of Gigster

This episode features an interview with Jen Dimas, CMO of Gigster

For more than 20 years, Jen has led marketing teams at high-growth enterprise software companies like Plex, Demandbase, Egnyte, Polycom, and Hyperion.

In this episode, Jen dives into the ever-changing landscape of demand gen strategy, highlighting the importance of understanding and adapting to the needs of the moment. She also emphasizes the importance of a tight partnership between sales and marketing and explains how to go about cultivating it.

Key Takeaways

• Which tactics and technologies are best for empowering digital-first, adaptable marketing teams
• How to align sales and marketing teams across performance, strategies, and goal setting
• Why measuring everything from first touch to close is essential to marketing’s success

Quotes

• “As in all things marketing, ‘it depends’ is always the answer. There's not a demand gen strategy that is consistently applied that would make any sense. You have to understand your situation and adapt to whatever the needs are and the resources available in that moment.”
• “I need to partner tightly with sales. I just don't believe that sales and marketing exist as separate functions from each other. They're all connected and a part of driving customer value and bookings and revenue...That relationship with the head of sales, next to my relationship with my boss, is my most primary relationship at work. It's something that has to be strong so that we're doing the best job we can for the company.”
• “You need to have enough trust in the relationship of the executive team that you can have healthy conflict. That is the goal of having a healthy executive team. When there is conflict, I always consider it a sign of health, as long as it's respectful conflict and you're saying things in the best interest of the business, even things that are hard, that's the goal, right? You want to have a conversation where you can say hard things.”
• “Your website is your always-on front door, and that needs to reflect your corporate positioning–what is your value to prospects and customers–but it also needs to engage folks from a demand perspective and speak to investors and potential employees, so it’s very, very important.”
• “Do not try to make decisions about change in a vacuum. Leverage your community. Talk to marketers who've made the same kinds of decisions or faced the same challenges. Talk to salespeople who have struggled. Leverage people with experience because they're out there, and there's no need to reinvent things that have worked and a lot can be learned from other people's successes and mistakes.”

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.