The Modern B2B Marketing Tech Stack, with Jess Raggio, VP of Revenue Marketing, AlphaSense

Episode Summary

In this episode of Signals, Nick Mazing sits down with Jess Raggio, VP of Revenue Marketing at AlphaSense. They dive deep into what Revenue Marketing (aka Demand Generation) does, as well as the modern marketing technology stack that enables sophisticated programs at scale. 

First Jess discusses what a modern B2B SaaS revenue marketing team does, going over touchpoints, and flows across the buyer’s journey. Then she discusses the variety of platforms and tools that are involved in the execution of marketing programs, starting with CRM (Customer Relationship Management) platforms like Marketo and HubSpot. She then goes over the basics of email marketing and email marketing campaigns. Jess also covers a number of considerations regarding webinars and webinar technologies. In the next part, Jess covers the importance of the website: from scalable content management, to instant personalization based on visitor industry and persona. The final program that Jess discusses with us is search and display ads. 

The episode provides a great overview of the building blocks of modern B2B SaaS marketing programs, and the technology stack behind them.

Guest-at-a-Glance

💡 Name: Jess Raggio 

💡What they do: VP of Revenue Marketing

💡Company: AlphaSense

💡Noteworthy: Experienced in B2B marketing for nearly 20 years, witnessed and contributed to numerous marketing transformations.

💡 Where to find them: LinkedIn

Key Insights

The Role of Modern Marketing Technology

Jess Raggio delves into the significance of marketing technology (MarTech) in today's B2B landscape. With buyers present across various channels, it's crucial for marketers to ensure a seamless brand experience. This includes interactions with sales reps and marketing engagements. The challenge lies in scaling these efforts, especially with limited resources. Tools like HubSpot and Marketo, foundational CRM tools, store customer data and automate processes. They also harness AI to offer personalized experiences across channels, understanding buyer intent and guiding them through their journey.

The Power of Websites in B2B Marketing

Websites play a pivotal role in the B2B marketing engine. Most buying activities, from research to product comparisons, occur digitally. A website is the primary interface between prospects, customers, partners, and investors. Modern websites need to be scalable, built on easy-to-manage content management systems like WordPress. This allows for regular updates without heavy reliance on developers. Personalization is key, with tools like Mutiny offering tailored experiences based on visitor traits.

The Impact of Paid Media in B2B Marketing

Paid media, encompassing paid search and display ads, is a potent channel for marketers. It targets buyers at various journey stages with ads tailored to their current needs. Paid search ads, for instance, appear based on keyword searches on platforms like Google. They target high-intent leads, even those unfamiliar with the brand. Display ads, on the other hand, build awareness among potential future customers. Integrating these with CRM systems offers insights into lead quality and enhances campaign impact.