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Ep 36 | The Story behind Lately Inc and the Growing need for Social Media Management Platforms: a chat with co-Founder and CEO Kate Bradley Chernis

In this episode, we had Kate Bradley Chernis talk about the inspiration behind Lately Inc and the latest social media marketing trends that are prevalent in the B2B and Tech marketing domain. 

About Kate and Lately Inc:

Kate Bradley Chernis is the Founder & CEO of Lately, an AI-powered marketing dashboard that helps reinvent marketing processes to give individual marketers the power to create and scale smarter and more consistent messaging. 

Kate initially created the idea for Lately out of spreadsheets for her then-client, Walmart. Well, not just Walmart but also tens of thousands of local, small business and nonprofit affiliates who were all using her spreadsheet system – because they all had the same problems – lack of coordination, widespread redundancies, no proper visibility and no organization. 

Prior to starting Lately, Kate served 20 million listeners as Music Director and on-air host at Sirius/XM. 

Top ten takeaways from the episode:

1.”I was a rock and roll DJ in another life!”

2. “It was during a trying time and week that I met some Angel Investors who loved me and my idea and wanted to give me the initial fund to start this!”

3. “What was so interesting with the Walmart project is that what I created for them helped other businesses with the same kind of marketing challenges.”

4. “The spreadsheet system I created became a map for marketers. Because, in a big way, marketers have to do alot of the same thing again and again.”

5. “As social engagement tools go,  tools like Lately literally help curate and scale social media marketing in minutes. The demand for social engagement will always be there because its a channel that can help marketers with revenue. So optimizing social channels enables that effort in many ways.”

6. “While we are an AI-powered company, one of the things we often tell our customers is that our goal with AI is to help marketers with their efforts, but at the same time we tell them that they cannot remove the human element from their writing when marketing anything.” 

7. “It is important to retain one-to-one elements of personalization and communication.”

8. “About 80% of what an external agency can do is what a social engagement tool can help small and medium businesses do in half the time.”

9. “Marketers now have to say the same thing differently, in different ways across multiple channels. That’s the biggest challenge today.”

10. “People spend hours writing long form content. But that content needs to be re-purposed and re-shared many times after that, that’s one of the main purposes of social media engagement tools like Lately Inc – to help marketers scale.”

About the podcast

Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

Ep 35 | Talking about Trending B2B Sales Strategies and Sales Technologies with Jim Dickie, Partner at Sales Mastery

In this episode we had Jim Dickie, Partner at Sales Mastery discuss latest trends in B2B Sales and Marketing.

About Jim:

Jim Dickie is a Co-Founder of CSO Insights and Research Fellow for Sales Mastery; an independent research firm that focuses on profiling case study examples of how firms in the B2B marketplace are leveraging sales process, CRM, AI and knowledge to optimize revenue performance. Jim has over 30 years of sales and marketing management experience. Jim began his career with IBM and Sterling Software and then went on to launch two successful software companies. Jim then went on to co-found CSO Insights, which was acquired by Miller Heiman Group.

Jim is also a contributing editor for CRM Magazine, CustomerThink, Top Sales World, and a contributing author for the Harvard Business Review. He has served as an advisor to Baylor Center for Professional Selling, William Patterson University’s Russ Berry Institute for Professional Selling, and is a lecturer at the University of Georgia’s Terry College of Business and the University of Colorado’s Leeds School of Business.

Over the past twenty years, Jim’s teams have surveyed over a thousand sales transformation initiatives. Their research has become the benchmark for understanding how the role of sales is evolving, the challenges that are impacting sales performance, and most importantly what companies are doing to address those issues. Having worked with clients spanning multiple industries, including such firms as 3M, ADP, Cisco Systems, Corning, Direct Energy, Fairchild Semiconductor, Federal Express, IBM, Accenture, VISA, Xilinx, McKesson, Unocal, as well as many small to midsize enterprises, Jim has a broad perspective into sales transformation in the B2B world.

Top ten takeaways from the episode:

  1. “A key question to ask in B2B Sales today is- What’s the next generation of solutions to optimize sales through better solutions.”
  2. “I spend part of my time looking for answer and the other part of my time sharing answers!”
  3. “One of the major trends we are seeing (because people have access to better data) is that marketing and sales is trying to be all things to all people.
  4. “We see people spend a lot of time identifying what their ideal prospect looks like.”
  5. “We have to start thinking about things from our prospect’s perspective. A personalized message should talk about how you can help someone do their job better. Everyone makes a decision based on personal payback.”
  6. “We spend a lot of time doing an analysis to understand who we want to engage with. But we forget to identify how we can help other people do something better.”
  7. “We have to earn the right to engage people as Sales and Marketing people today.”
  8. “A lot of companies do sales cycle reviews to understand why they lost a deal. But how often do they ask themselves, ‘what did you do to lose the deal’?”
  9. “If Customer Support people are not part of a prospecting campaign or part of the marketing campaign, there will always be a disconnect.”
  10. “When we did our study, the number one thing people were focused on is AI for lead generation.”
About the podcast

Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

Ep 34 | Uncovering new B2B Marketing Trends with Jenn Steele, CMO at Madison Logic

Jenn Steele, currently the Chief Marketing Officer at Madison Logic discusses her journey as a tech marketer and shares some interesting insights and tips on B2B marketing in this episode of Sunny Side Up. 

About Jenn:

Jenn is a marketing leader with considerable experience working in all major business units. She has worked in marketing roles across organizations like Amazon, Bizible and HubSpot before starting her stint as CMO at Madison Logic. 

About Madison Logic:

Madison Logic helps enable sales and marketing teams with relevant buying insights to ensure every buyer interaction becomes more meaningful. 

Top ten takeaways from the episode:

  1. “There is no such thing as a typical day for most CMOs anymore.”
  2. “ABM is shaping up differently depending on region.”
  3. “What amuses me is that for enterprise B2B sales, ABM is ancient to some extent. I call it sales with a digital assist.”
  4. “I don’t see ABM dying, even before it had a name, it was something we had to do as companies.”
  5. “What we are trying to figure out today as an industry is what constitutes ABM.”
  6. “Most companies consider their ABM approach to be tiered out.”
  7. “There are thousands of ABM platforms out there including Madison Logic, but every one has a different feature set. As a market, we will have to decide on a feature set.”
  8. “There’s a thin line between personalization and being creepy, marketers need to address that today.”
  9. “According to me, being agile is important in marketing. Marketing can be more agile and impact more accounts at once.”
  10. “One of my favorite Sales and Marketing alignment tips- Don’t be afraid to drink with sales!”
About the podcast

Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

 

Ep 33 | B2B Branding and Communication Strategies with Tessa Barron, Sr. Director of Brand & Communications at ON24

In this episode, Tessa Barron, Senior Director of Brand and Communications at ON24 talks about the latest trends in the B2B and tech marketing industry and the common challenges B2B marketing and sales teams face in their everyday roles. 

About Tessa:

Tessa is an established B2B tech marketing professional who has worked as Product Marketing manager and Media strategist at leading tech enterprises prior to her current role at ON24.

About ON24:

The ON24 platform provides marketing, sales and product teams software that helps drive digital experiences and engagement. 

Top ten takeaways from the episode:

  1. “As marketers we can often get caught up in our own internal story and we don’t really thinking about an outreach from an outside perspective.”
  2. “Its important to tell buyers what the value of your product is to them, not why its important to you.”
  3. “Having a focus on what the person on the other side is going to gain from the experience you’ll give is critical.”
  4. “Our audience opts in to webinars better, its a format they demand.”
  5. “For us, webinars are a huge win because we are able to make it an integrated experience.”
  6. “You have to offer different experiences to your audience based on what they want.”
  7. “When we’ve used Direct Mail as a door opener, we didn’t see a great result. When we use it as an accelerator, we see results.”
  8. “When it comes to advertising to the same named accounts: we are all one of many.”
  9. “In copy, we can all get very wrapped up and self-serving. I like to just use plain language while making it conversational. Bad copy is more of an outcome for not having a purpose as to what to say.”
  10. “The more integrated your experience can be, the better it is. Any technology that facilitates that will always have a high demand.”
About the podcast

Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

Ep 32 | Digital and Social Media Marketing Trends and Engagement Tactics with Mike Orr, Co-founder & COO at Grapevine6

Mike Orr, Co-founder and COO of Grapevine6 (an enterprise social and digital sales engagement platform) speaks to us about the importance of a good end-to-end user experience while discussing innovative digital marketing and social media marketing trends within the B2B marketplace. 

About Grapevine6:

Grapevine6 serves to be a powerful, personalized content engagement platform that allows your sales force to start valuable conversations and build trusted relationships with the right buyers at the right time.  Grapevine6 was recently named a Leader in The Forrester New Wave™: Sales Social Engagement Tools, Q2 2019.

Top ten takeaways from the episode:

  1. “There is a growing demand for social engagement tools. It’s really because the most influential relationship is between the salesperson and the buyer and this is slowly moving to social.”
  2. “Any tools that can help salespeople engage authentically with customers will always be very valuable.” 
  3. “Our customers build social selling programs using Grapevine6 to publish content and engage audiences on social globally.”
  4. “One of the things that work really well in this market is featuring employees that work on a project through various pieces of content.”
  5. “We use AI to analyze digital footprints to recommend content that is a best-fit for a specific account or specific contact. We tie content into personalisation basically.”
  6. “Creating a consistent customer experience across digital and self-serve channels is important throughout any Marketing or Sales campaign.”
  7. “We are seeing alot of video being used by both marketing and sales teams to create value.”
  8. “Whenever we see success in any content distribution program, marketing can’t keep up with creating personalized content at scale. That’s why outside tools that help you find relevant third-party content come handy.”
  9. “The industry is trying to get towards better attribution today. You can’t have a simple attribution model anymore.”
  10. “Understanding what the sales team needs is critical to content creation, in order to understand what the end customer needs to see.”
About the podcast

Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

Ep 31 | Exploring the Growing Benefits of Customer Data Platforms (CDPs) in B2B Marketing with David Raab, Founder and CEO of The CDP Institute

David Raab, Founder and CEO of The CDP Institute discusses the many benefits of Customer Data Platforms for B2B marketers and why there will always be a growing demand for technologies and platforms like CDPs. 

About David Raab and The CDP Institute:

David is founder and CEO of CDP Institute, which helps marketers make better use of their customer data.  David has been an industry consultant for many years, working with marketers to find and deploy the best technology of the period.  He denies having known Benjamin Franklin personally!

Top ten takeaways from the episode:

  1. “About 3 weeks ago, we reacted to a great deal of confusion in the marketplace – that was the reason behind The Real CDP Program.”
  2. “You’ll be surprised to find many systems call themselves CDPs but don’t have all the capabilities to really be a CDP.”
  3. “The need for unified customer data will be with us for a long time.”
  4. “CDPs make it easier to deliver on Account-based Marketing/ABM. Specialized CDPs designed for B2B companies work at both levels to enable this.”
  5. “Sales and Marketing people need enough data to understand the current state of each target contact, that’s where CDPs are most useful.”
  6. “We used to define CDP as a marketer-controlled system, but its meant for Customer Success teams, Sales teams…many teams within a company can make use of the information in a CDP. CDP is focused on giving a product view of the data.”
  7. “What a CDP can do is give access to the same data to multiple teams within an organization so everyone has the same data to look at.”
  8. “Getting good data, knowing who to talk to, understanding what they’ve purchased in the past are some of the things that can be streamlined through CDPs.”
  9. “A good CDP, some of the more advanced ones will look at advanced messaging features, it will suggest who to talk to and when. There’s a lot of interesting work being done here that borders on predictive and prescriptive models.”
  10. “Many predictive modeling systems eventually morphed into CDPs.”
About the podcast

Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

Ep 30 | Creating a consistent Pipeline for B2B Marketers: A chat with Nina Church-Adams, SVP of Marketing at Act-On Software

Nina Church-Adams, currently the SVP of Marketing at Act-On Software discusses B2B marketing tactics that global tech leaders and her team at Act-On Software uses to ensure consistent pipeline generation. In this episode she breaks down the upcoming trends in the technology marketing domain and talks about the various ways in which B2B marketing and sales will change in the future. 

About Nina:
Nina is a senior marketing leader with more than 15 years of experience building teams, products and brands. Nina has been successful in leading global cross-functional teams through product launches, go-to-market transformations, and organizational transitions. She is a marketer, and a storyteller who can align a diverse team around a shared vision by harnessing and focusing on a team’s creativity.

About Act-On Software:
Act-On Software is a leading marketing automation / SaaS product that helps sales and marketing teams increase and convert leads faster and more efficiently throughout the buying journey.

Top ten takeaways from the episode:

  1. “From a marketing standpoint, my team is now trying to enable a more agile marketing process.”
  2. “So often people jump ahead into the measurement without any focus on ensuring they have the right kind of data.”
  3. “Paying attention to multiple data sets helps us optimize every campaign.”
  4. “Specifically coming from this space, I’ve seen people think about Demand Gen first when it comes to what they should their martech for. But they don’t think about leveraging marketing technology for activities beyond that and that is a big miss in itself. Often people don’t even think of marketing automation for a Sales use case!”
  5. “With subscription-models becoming more prevalent, it is crucial for Marketing and Sales to stay close to their customer!”
  6. “The role of the Salesperson according to me will continue to be important in the B2B space.”
  7. “Buyers have growing expectations now and this evolution is changing the industry, it is changing how we personalize campaigns.”
  8. “Its all about leveraging multiple technologies and data points to grab the best results today.”
  9. “Marketing and Sales alignment helps get better traction from every campaign and outreach.”
  10. “What our customers need is good technology plus the support to optimally use it.”
About the podcast

Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

Ep 29 | Uncovering ROI driven B2B Sales Tactics with Jeremey Donovan, SVP of Sales Strategy at SalesLoft

Jeremey Donovan is SVP of Sales Strategy at SalesLoft, the world’s leading sales engagement platform. Over the past 20+ years, he has had an eclectic career spanning semiconductor engineering to product development/management to sales & marketing leadership at Xilinx, Gartner, AMA, GLG, and CB Insights. Jeremey is the author of five books including the international public speaking bestseller “How to Deliver a TED Talk” as well as “Predictable Prospecting.” He holds a BS and an MS in Electrical Engineering from Cornell University and an MBA from the University of Chicago Booth School of Business. 

In this episode, Jeremey discusses key B2B sales strategies that help organizations like SalesLoft drive more results. 

Top ten takeaways from the episode:

  1. “My days are highly varied. I try to have these ‘deep work’ periods were I tackle complex projects on some days.”
  2. “Predictive models are only as good as the data that comes in. And too many organizations don’t have super clean data.”
  3. “Picking the ‘right’ contacts or ‘right’ accounts will always remain elusive.”
  4. “Any sort of change in audience behavior requires alignment between people, process and technology to deal with it correctly.”
  5. “Today, we don’t have a technology problem…we have a problem with people and processes, process adherence more specifically.”
  6. “Email and phone remain dominant channels to reach prospects on…social is picking up too in this space. Today, Direct Mail is being used as a differentiator. Though few years ago, it was a dead channel. The one bad thing you can do in B2B Sales is use just a single channel.”
  7. “I follow a retrospective A/B testing, where I can test something on data and make the abstract more concrete.”
  8. “We’ve discovered that one-word subject lines have the best reply rates!”
  9. “The most common best word for prospecting is in fact just a company name!”
  10. “Tools that help you figure out what your next best action is will be big in demand, especially by salespeople.”
About the podcast

Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

Ep 28 | Mobile lead capture and Database Marketing with Peter Gillett, CEO at Zuant Mobile Data Capture

Peter Gillett, Founder and CEO of Zuant discusses his professional journey, from being a mechanical engineer to the CEO of a mobile lead data capture company. He talks about his experiences and what gave rise to the idea of Zuant. 

Peter discusses various aspects related to B2B marketing and sales in this episode, with a key focus on lead data management. Key takeaway from Peter: GDPR isn’t necessarily a bad thing for the B2B marketplace. Its actually a good thing! Catch the whole episode to know why he said that.

About Zuant:

Zuant is a platform made for B2B marketing and sales teams with the aim of streamlining the process of mobile lead data capture. 

Top ten takeaways from the episode:

  1. “Some of the basic things in B2B marketing and sales still remain the same despite rapidly changing trends.” 
  2. “Database marketing is especially useful in B2B marketing.”
  3. “Getting constant feedback from my clients is always valuable, I always try to join in on client or sales calls as a result.”
  4. “For salespeople, having an easy to use platform that can be used on-the-go is important. That’s what Zuant helps with!”
  5. “I don’t think many people talk about having easy to use platforms that can help when they are in the field or on-the-go.”
  6. “ABM is great obviously. In B2C its easier to apply. In B2B, it gets a little complicated. Knowing where to find data about your target’s preferences is important here.”
  7. “Large companies like Verizon have applied Zuant’s technology to pull data together in a consistent way.”
  8. “Technology if applied correctly can be a good approach to use to achieve marketing and sales goals.”
  9. “Process flow from web to inside sales is crucial for B2B marketing and sales.”
  10. “Build your customer journey based on how you would like to be treated.”
About the podcast

Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

Ep 27 | Evolving Trends in B2B Sales, Martech adoption and Demand Gen with David Lewis

David Lewis, CEO of DemandGen  is known as an innovator in digital marketing technology and methodologies. He has overseen marketing strategies for some of Silicon Valley’s leading technology firms. 

In this episode, David discusses key issues related to adoption of martech stacks and best practices to ensure maximum output from them besides sharing some interesting thoughts on B2B marketing, B2B sales and Demand Generation.

About David and DemandGen International:

David started DemandGen International, an Inc. 500 global consulting and services company that helps sales and marketing teams achieve alignment, define and operationalize their demand-generation processes to create maximum advantage from marketing technology and sales technology systems. 

DemandGen has developed a reputation of being THE experts in MarTech and trusted advisor to the world’s most innovative and progressive companies including Apple, Dell, American Express, Concur, Siemens, SAP, Medtronic, Citrix, CenturyLink, Workday, and hundreds more. 

Top ten takeaways from the episode:

  1. “As CEO of the company, there’s a pattern every week. But a typical day includes working on blogs, working on books, working on my podcast — I just did my 100th episode at DemandGen Radio!”
  2. “I’m also a bit of a Chief Innovation Officer and that’s important to the company! I spend alot of time researching the marketplace and that’s important too!”
  3. “My first book ‘Manufacturing Demand’ has done incredibly well. It explains the WHY of aligning Sales and Marketing and its the Number 1 book in the category. The working title of my new book is ‘Agents of Change’ and its a story, a tapestry of stories that our clients have gone through so I can share with everyone how to go about Sales and Marketing.”
  4.  “If Sales and Marketing doesn’t focus on Customer Experience, it doesn’t matter if you have the best products or processes.”
  5. “If Sales and Marketing view themselves as #oneteam with a common set of goals it optimizes results.”
  6. “To reduce friction between Sales and Marketing, I would say – walk in the shoes of your colleague!”
  7. “From a trend perspective, we are seeing Sales playing a different role in B2B buying. In every single industry where products and sellers meet, we are seeing less involvement by a person. Companies want less interaction with prospects in the buying process. I wouldn’t say Sales will be completely displaced. There needs to be representation from an individual. But in terms of skill sets and the role itself, it would shift towards more education – educating prospects on technologies and products. You got to be an excellent marketing person to be able to do good in Sales today.”
  8. “Unfortunately, a lot of companies do not align on vision and strategy. This affects the end outcome. It doesn’t align, its basically then random acts of marketing and random acts of selling.”
  9.  “ABM is really hard. Its way easier to buy lists and go the generic email route. Its harder to think of a specific audience and personas within. But is ABM worth it? Absolutely. If people want ABM to be successful, it might make sense to target them through their install base data.” 
  10. “Everything sounds practical and directional, but its hard. It takes the right team, it takes focus and it takes vision to succeed!”
About the podcast

Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.