47 episodes

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

Demand Gen Chat Chili Piper

    • Business
    • 5.0 • 39 Ratings

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

    How The Best B2B Marketers Are Measuring Success in 2023 with Jason Bradwell from B2B Better

    How The Best B2B Marketers Are Measuring Success in 2023 with Jason Bradwell from B2B Better

    Jason Bradwell, founder of B2B Better, joins Tara Robertson on Demand Gen Chat to discuss the relevance of marketing qualified leads (MQLs) in B2B marketing. Jason argues that MQLs are still important in certain contexts, particularly in enterprise settings with long sales cycles and complex buying committees. He emphasizes the need for a clear definition of what constitutes an MQL and aligning with sales on the criteria. They also discuss the shift towards longer buying cycles and the importance of targeting the entire buying committee. Jason advises marketers to focus on building their own platforms and email lists, as well as experimenting with AI tools to streamline productivity.
    Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
    Follow Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/
    Check out B2B Better: https://www.b2b-better.com/
    Jason’s viral LinkedIn post about events: https://www.linkedin.com/posts/jasonbradwell_you-spend-120000-on-a-booth-next-to-the-activity-7087107819891499008--8D8?utm_source=share&utm_medium=member_desktop
    Listen to the B2B Better podcast episode with Kyle Lacy: https://pod.co/b2b-better-1/v1-final-m4a
    Jason’s A2E prioritization framework on Marketing Powerups: https://marketingpowerups.com/podcast/jason-bradwell-a2e-framework/
    Check out Descript’s AI audio tools: https://www.descript.com/?lmref=2elBZw
    Follow Lucy Heskins: https://www.linkedin.com/in/lucyheskins/
    Check out Grain AI: https://grain.com/
    Follow Jason on Threads: https://www.threads.net/@jasonbradwell
    Check out Jason’s newsletter B2B Bite: https://b2bbite.substack.com/

    For even more marketing tips…
    🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
    🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

    Timestamps: 0:00:00 Introduction to the podcast and guest, Jason Bradwell
    0:00:44 Jason's contrarian take on MQLs and their relevance
    0:04:33 Importance of lead scoring and account scoring in B2B marketing
    0:08:28 Longer and more complex B2B buying cycles and the need to target multiple personas
    0:10:47 Scrutinizing marketing budgets and the need to shift focus
    0:11:34 Tips for making the case to cut back on ineffective marketing tactics
    0:17:19 Using branded content as an ABM play and repurposing content for sales enablement
    0:20:00 Metrics to track in longer B2B sales...

    • 41 min
    How To Drive Pipeline with Interactive Demos with Natalie Marcotullio from Navattic

    How To Drive Pipeline with Interactive Demos with Natalie Marcotullio from Navattic

    Natalie Marcotullio, Head of Growth and Operations at Navattic, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the influence of B2B marketing teams on buyers. Natalie challenges the idea that marketers have complete control over the buyer's journey and emphasizes the importance of understanding how buyers actually make purchasing decisions. She shares her experience of growing inbound pipeline at Navattic and explains how the marketing team has shifted its focus from brand awareness to targeted campaigns. Natalie also provides insights into the implementation of interactive demos on websites and offers tips for promoting and rolling out this type of content.
    Episode Links:
    Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
    Follow Natalie Marcotullio: https://www.linkedin.com/in/natalie-marcotullio/
    Check out Navattic: https://www.navattic.com/
    Listen to Navattic’s podcast Revenue on the Rocks: https://pod.co/revenue-on-the-rocks
    Check out Mutiny: https://www.mutinyhq.com/
    Metadata’s playbooks: https://metadata.io/playbooks/
    Read the B2B Buyer Journey Report: https://www.chilipiper.com/post/b2b-buying-journey-report
    Follow Arthur Castillo: https://www.linkedin.com/in/arthur-castillo/
    Follow Andrew Capland: https://www.linkedin.com/in/andrewcapland/
    Follow Brendan Hufford: https://www.linkedin.com/in/brendanhufford/
    Follow Mark Huber: https://www.linkedin.com/in/markehuber
    For even more marketing tips…
    🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
    🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

    Timestamps:
    0:00:00 Introduction to the episode and guest, Natalie Marcotullio
    0:00:48 Discussion on the influence of B2B marketing teams on buyers
    0:02:26 Conversation on the importance of buyer intent
    0:03:14 Focus of the second half of the year and transitioning to a more targeted approach
    0:04:51 Importance of word of mouth leads and website traffic
    0:06:09 Strategies for getting a gut check from others on the team
    0:08:04 Metrics and goals focused on pipeline and MQLs
    0:09:36 Challenges and tips for implementing interactive demos on websites
    0:13:26 Addressing concerns about the impact of interactive demos on demo request numbers
    0:16:48 Recommendations for promoting and rolling out interactive demos
    0:19:22 Balancing CTA options and the role of interactive demos in the buyer's journey
    0:23:29 Making tough cuts or pausing programs and evaluating campaign performance
    0:27:57 Importance of organic content and repurposing existing content
    0:30:15 Niche content and the value of customer insights
    0:31:35 Exploring partnerships and joint customer enablement
    0:35:05 Recommended marketers to follow on LinkedIn
    0:35:45 Under the radar tactic: teasing content on LinkedIn
    0:36:58 Wrap up

    Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

    • 38 min
    How To Nail Your First Quarter in a New Marketing Role with Grant Duncan from HST Pathways

    How To Nail Your First Quarter in a New Marketing Role with Grant Duncan from HST Pathways

    Grant Duncan, VP Marketing at HST Pathways, joins Tara Robertson on Demand Gen Chat to discuss the importance of keeping the top-level menu on landing pages, the use of AI in marketing, and his checklist of metrics for starting a new marketing role. Grant emphasizes the need for a buyer-friendly landing page experience and highlights the potential of generative AI in saving time for marketers. He also shares his tips for starting a new role, including conducting industry research, setting onboarding goals, and building trust with the team. Grant discusses his focus on bookings and pipeline metrics at HST Pathways and the upcoming initiatives he is excited about.
    Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
    Follow Grant Duncan: https://www.linkedin.com/in/grantmduncan/
    ChatGPT: https://chat.openai.com/
    OpenAI API: https://openai.com/product
    Opus: https://www.opus.pro/
    RACI project management framework: https://www.forbes.com/advisor/business/raci-chart/
    Follow Allison Loehman: https://www.linkedin.com/in/allisonloehman/
    Check out Gong: https://www.gong.io/
    Check out Grant’s website: https://thisisgrant.com/

    For even more marketing tips…
    🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
    🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

    Timestamps: 0:00:00 Introduction to the episode and guest, Grant Duncan
    0:01:05 Discussion on the debate around removing top-level menus from landing pages
    0:04:19 Grant's experience using AI during his time off
    0:08:26 Tips for marketers starting new roles
    0:14:23 Metrics to focus on in the first 30 days of a new role
    0:21:43 Top priorities and focus areas for Grant at HST Pathways
    0:24:07 Weekly and monthly metrics Grant tracks
    0:30:32 Changes and improvements made to existing programs
    0:34:57 Under the radar tactic: listening to Gong calls and sharing insights
    0:36:26 Where to find more about Grant and his content

    Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

    • 37 min
    How GTM Teams Should Be Using AI with Jen Allen-Knuth from Lavender.ai

    How GTM Teams Should Be Using AI with Jen Allen-Knuth from Lavender.ai

    Jen Allen Knuth, Community Growth at Lavender, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the power of community in marketing and sales. Jen shares her hot take on the current trend of creating communities just for the sake of having one, emphasizing the importance of listening and observing to identify unmet needs. She also highlights the role of community in creating a safe space for learning and support. Jen reflects on her transition from sales to marketing and emphasizes the need for sales and marketing to work together to open conversations and create curiosity. She shares insights into Lavender's go-to-market strategy, which includes a focus on events and community-led growth. Jen also discusses the use of AI in marketing and sales, emphasizing the importance of a human-first approach and responsible use of technology.
    Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
    Follow Jen Allen-Knuth on LinkedIn: https://www.linkedin.com/in/demandjen1/
    Check out Lavender: https://www.lavender.ai/
    Follow Will Aitken: https://www.linkedin.com/in/justwillaitken/
    Watch Sales Feed: https://www.youtube.com/c/salesfeedtube
    Follow Todd Clouser: https://www.linkedin.com/in/toddclouser/
    Follow Chelsea Castle: https://www.linkedin.com/in/chelseacastle/
    Follow Will Allred: https://www.linkedin.com/in/williamallred/
    Follow Will Balance: https://www.linkedin.com/in/wmb1/
    Check out GTM Partners: https://gtmpartners.com/
    Check out: SDR Leader: https://www.sdrleader.com/
    Follow Sam Nelson: https://www.linkedin.com/in/realsamnelson/
    Check out Refine Labs: https://www.refinelabs.com/
    Follow Travis Tyler: https://www.linkedin.com/in/travis-scott-tyler/
    Check out PandaDoc: https://www.pandadoc.com/
    Check out Salesbricks: https://www.salesbricks.com/

    For even more marketing tips…
    🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
    🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/

    Timestamps: 0:00:00 Introduction to the episode and guest, Jen Allen-Knuth
    0:01:19 Discussion on the buzzword of "community" in...

    • 31 min
    What You Need to Know Before Starting ABM with Jodi Cerretani from RollWorks

    What You Need to Know Before Starting ABM with Jodi Cerretani from RollWorks

    Jodi Cerretani, VP of Revenue Marketing at RollWorks, challenges the notion that the MQL is dead. She believes that the MQL is still important and that marketers have an obligation to drive higher quality MQLs with a Fit-focused approach. Jodi shares how her team defines MQLs and the signals they use to pass leads to sales. She also discusses the importance of expanding the number and categories of signals used at the top of the funnel. Jodi emphasizes the need for marketers to be efficient and drive results that align with sales. She shares how her team is cutting back on large conferences and focusing on smaller, more targeted engagements.
    Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
    Follow Jodi Cerretani on LinkedIn: https://www.linkedin.com/in/jodicerretani/
    Checkout RollWorks: https://www.rollworks.com/
    Checkout Bombora: https://bombora.com/
    Checkout G2: https://www.g2.com/
    Read RollWorks blog: https://www.rollworks.com/resources/blog
    For even more marketing tips…
    🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
    🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/
    Timestamps: 0:00:00 Introduction to the episode and guest, Jodi Cerretani
    0:01:20 Jodi's disagreement with the idea that MQLs are dead
    0:02:41 Jodi's definition of MQLs
    0:04:40 The scoring and account targeting process at RollWorks
    0:08:17 The different signals and categories of signals used at the top of the funnel
    0:10:43 The upcoming launch of the "Hot Contacts" capability
    0:12:15 Challenges faced in hitting targets and adjusting MQL definitions
    0:15:42 The impact of COVID-19 on marketing strategies and programs
    0:19:25 The metrics covered in weekly business reviews
    0:23:22 The role of marketing operations in dashboard setup and reporting
    0:25:02 The focus on efficiency and the reduction of testing budgets
    0:26:08 The shift away from large conferences and towards smaller engagements
    0:28:13 The importance of complete and accurate data for effective marketing
    0:30:05 The excitement for the transformation of marketing towards efficiency
    0:32:56 The value of learning from practitioners and peer-to-peer engagements
    0:35:33 The power of the "Hot Contacts" capability for unlocking demand
    0:38:29 The use of gifting and summarized takeaways for virtual events
    0:40:48 The anticipation of marketing's role in strategic conversations
    0:46:42 The under-the-radar game changer of "Hot Contacts"
    0:49:14 Where to find more about Jodi and RollWorks' content

    Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!

    • 51 min
    How LinkedIn's Marketing Team Uses LinkedIn with Alex Rynne from LinkedIn

    How LinkedIn's Marketing Team Uses LinkedIn with Alex Rynne from LinkedIn

    Alex Rynne, the leader of global content and social strategy for LinkedIn Marketing Solutions, joins Tara Robertson on Demand Gen Chat to discuss the power of creativity in B2B marketing. They debunk the myth that B2B marketing is boring and share insights from LinkedIn's research on the growing importance of creative campaigns in the B2B space. They also discuss the impact of thought leadership and emotional advertising on B2B buyers, as well as the importance of building relationships and nurturing leads through top-of-the-funnel content. Alex also shares her excitement about the upcoming Cannes Lions Festival of Creativity and LinkedIn's plans to host live broadcasts and release a State of B2B Marketing Report.
    Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/
    Follow Alex Rynne on LinkedIn: https://www.linkedin.com/in/alexandrarynne/
    Check out LinkedIn’s B2B Marketing tools: https://business.linkedin.com/marketing-solutions
    Follow LinkedIn Collective: https://www.linkedin.com/showcase/linkedin-collective/
    Read the LinkedIn-Edelman B2B Thought Leadership Report: https://www.edelman.com/expertise/Business-Marketing/2022-b2b-thought-leadership-impact-report
    Check out the Cannes Lions International Festival of Creativity: https://www.canneslions.com/
    Read the Linkedin-Ipsos Research “The Global State of B2B Marketing”: https://business.linkedin.com/marketing-solutions/b2b-benchmark
    Watch the LinkedIn Live at Cannes Lions 2022 featuring Emily Graham on Juneteenth: https://www.linkedin.com/events/juneteenth-thejourneytowardequi6942158723423354880/theater/
    Read the CMO Council report on Customer Lifetime Value: https://www.cmocouncil.org/about/media-center/press-releases/new-report-finds-opportunity-to-re-think-customer-lifetime-value
    Follow Bozoma Saint John: https://www.linkedin.com/in/bozoma-saint-john-0305441/
    Read Bozma’s book “The Urgent Life”: https://www.amazon.com/Urgent-Life-Story-Love-Survival/dp/0593300173
    Read LinkedIn’s Marketing & Advertising Blog: https://www.linkedin.com/business/marketing/blog
    For even more marketing tips…
    🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup
    🌶️ Check us out on LinkedIn: a href="https://www.linkedin.com/company/chilipiper/" rel="noopener noreferrer"...

    • 43 min

Customer Reviews

5.0 out of 5
39 Ratings

39 Ratings

ttraviswww ,

🔥🌶🔥

Demand Gen Chat is a great podcast for B2B marketers looking to stay up to date on the latest tactics and campaigns driving pipeline and revenue. Host Tara Robertson does a great job of bringing on interesting guests and facilitating engaging conversations. Highly recommend giving it a listen!

Maryyuewang ,

My go to Podcast!

Demand Gen Chat is my go to chat as I am eager to learn more about the industry, what leaders and marketers of tomorrow and doing that I can hopefully achieve as well.

I love the various types of roles and diversity in the speakers! Tara is always a treat and she guides the conversation without overpowering the sessions.

Definitely a treat every time a new episode drops!

Madeleine.Work ,

Best Podcast for B2B Marketers

Tara goes deep into every topic, so you leave every interview feeling like you’ve learned something. It’s rare for a podcast to have so much actual valuable information — it’s not promotional at all. Highly recommend!

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