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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.

Ep 26 | Optimizing B2B and Digital Marketing Strategies with Kelly J Waffle, Head of Digital Strategy at Hinge Marketing

Martech Influencer Kelly J Waffle, currently the Head of Digital Strategy at Hinge Marketing took some time out to speak to us about upcoming B2B and Digital Marketing trends and how marketers can use them to boost ROI and conversions. What are some of the biggest challenges digital marketers face in the industry? Listen to Kelly’s thoughts in this crisp 19-minute episode!

About Kelly:

With more than 15 years of hands-on B2B and digital marketing experience, Kelly guides clients through the complex interplay of technology, processes, research/data, programs, creative and analytics. Over the years, he has built and led teams in the corporate marketing, marketing consulting, vendor and creative agency environments. He always brings an independent, 360-degree view of branding, demand generation and business growth to every engagement.

Kelly is also a well-known practitioner and thought leader in Account-Based Marketing (ABM). Recognized by Onalytica as a Top 50 Martech Global Influencer, Kelly has also won awards with Eloqua (now Oracle) and Marketo (now Adobe) for his marketing automation expertise.

About Hinge Marketing:

Hinge is the world’s leading research-based branding and marketing firm for the professional services. We take a scientific approach to marketing, answering hard questions like:

  • What do high-growth professional services firms do differently?
  • How does a firm increase its marketplace visibility?
  • How do a firm’s experts become industry stars?
  • What tools and techniques deliver the best results?

Top ten takeaways from the episode:

  1. “I now see more of a focus on branding, a few years it was swinging from branding to demand generation and now it’s back to branding.”
  2. “I see quite a big skills gap in digital marketing and B2B marketers are now realizing how much they need to focus on differentiating themselves.”
  3. “I see folks using video marketing in more creative ways and part of this is because it is becoming more search-friendly.”
  4. “I see a lot of B2B Sales people sending personalized videos as opposed to emailing and cold calling.”
  5. “A lot of the skills gap today comes because marketing has transitioned over the last few years. Folks have the traditional skills but may not be as up-to-date with the changing trends and demands.”
  6. “Processing data and turning it into relevant intelligence is a big miss today.”
  7. “When it comes to ABM, I see most people being cautious about it. Personalization has a high adoption rate. They use it for email and even website visits.”
  8. “Right now only 9% of B2B marketers have implemented hypersonalization as a strategy.”
  9. “Its important for B2B marketers to go beyond emailing and cold calling.”
  10. “B2B sales and marketing should tie back to prospect behavior to shorten sales cycles as much as they can.”
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 25 | Improving B2B Sales and Strategies with Mike Kunkle, VP of Sales Enablement Services at SPA & SPASIGMA

If you’re thinking of ways to improve your B2B sales effectiveness to drive profitable growth, grab these interesting insights by Mike Kunkle, VP of Sales Enablement Services at SPA and SPASIGMA.

About Mike:

Mike Kunkle is a respected sales transformation architect and internationally-recognized sales training and sales enablement expert. He’s spent 35 years in the sales profession and 25 years as a corporate leader or consultant, helping companies drive dramatic revenue growth through best-in-class learning strategies and his proven-effective sales transformation methodologies. Today, Mike is the Vice President of Sales Enablement Services for SPA and SPASIGMA, where he advises clients, writes, speaks, leads webinars, publishes sales training courses, and designs sales enablement systems that get results. 


SPA (sales analytics) and SPASIGMA (sales training & enablement) help clients improve sales effectiveness and drive profitable growth through the effective implementation of sales analytics, training, and tools.

Top ten takeaways from the episode:

  1. “I think one of the current trends out there is thinking about sales stacks and sales enablement stacks.”
  2. “We are seeing a lot of collaboration happening so companies can increase their set of offerings and functionalities.”
  3. “What sales enablement leaders can do is think strategically think about sales enablement and support and find out what exactly their Sales reps need to close deals faster.”
  4. “Its important to identify whether sales reps need better contact info, training to close competency gaps, or additional skills to enable better conversations.”
  5. “It is important to find the right strategy and then support it with the right sales stacks and sales enablement tools.”
  6. “I still see a ton of product pitching and its all about them (the reps) and their product. People don’t want that anymore.”
  7. “We don’t demonstrate enough of a buyer-centric approach today, that’s the need of the hour.”
  8. “Sales reps have to be able to speak two different languages on the basis of the title they are speaking to, that doesn’t happen often enough.”
  9. “Buyer expectations are changing and modern buyers won’t tolerate direct product pitching much longer.”
  10. “Sales tools are meant to integrate with the role of a sales rep, to help them work better.”
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 24 | The Importance of Conversational Marketing in the B2B Marketplace with Gar Smyth, VP of Enterprise Marketing at Drift

Gar Smyth, VP of Enterprise Marketing at talks to us about the importance of conversational marketing in today’s B2B marketplace. Why is it becoming so crucial for marketers and sales people to integrate this into their strategy? Have a quick listen to find out!

About Gar:

Gar has a rich background in B2B branding, demand generation, product marketing, field and channel marketing, and sales enablement. He has built and led outstanding B2B marketing teams in the US and globally 

Prior to Drift, he led Demand Generation, Field Marketing and Channel Marketing at Carbon Black which had a successful IPO in May 2018.

About Drift:

Drift is a leading conversational marketing platform that helps businesses turn their online traffic into meetings.

Top ten takeaways from the episode:

  1. “I usually have 2500 accounts that I care about at a time, I use multiple types of activities to go after multiple personas within those accounts…”
  2. “The challenge with traditional tactics is that none of those methods work anymore.”
  3. “The biggest value prop at Drift is that we help buyers connect to sellers when its the right time to sell.”
  4. “We’ve seen that there is usually a 48 hour gap between a form fill on a website and a BDR reaching out. Its important to shorten that gap”
  5. “Bring live human experiences to your website to drive business from web traffic.”
  6. “With conversational marketing, sales reps can jump onto a call with leads without losing any time.”
  7. “We are seeing 30% to 40% conversions with conversational marketing.”
  8. “Most of the opportunities being generated today are coming via chat.”
  9. “With our intel, we can notify an Account Manager when a strategic account is on the website – that is the first core technology we use through reverse IP lookup to drive business.”
  10. “Always have context on the who the person is to get most value out of conversational marketing.”
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.

Ep23 | Discussing B2B Marketing Trends and Strategies with Jay Gaines, CMO at SiriusDecisions

Jay Gaines, currently CMO at SiriusDecisions talks to us about the Demand Unit Waterfall (the newest, re-architectured version of the Demand Waterfall) changes in B2B marketing trends and the increased use of install tech data and technographics in this space. 

Listen on for some interesting insights and takeaways!

About Jay:

Jay Gaines is passionate about marketing leadership that drives innovation, and measurable results. In his career that spans over 20 years, he has been in a variety of b-to-b industries.  His experience includes organizational design leadership, marketing strategy and planning, marketing budget, operations management, demand creation, sales and marketing alignment, digital strategy. Jay has held executive-level marketing and business development positions at well-established and startup b-to-b companies. 

Prior to SiriusDecisions, Jay was Chief Marketing Officer at EDR, a b-to-b information company, where he led all marketing, communications, market research and events activities across the company’s six business divisions. 

About SiriusDecisions:

SiriusDecisions empowers the world’s leading marketing, sales and product professionals to make better decisions, execute with precision and accelerate growth.
SiriusDecisions clients grow 12-15X faster than their peers, and are 34% more profitable.

Top ten takeaways from the episode:

  1. “I spend a lot of time with the Field Sales team, which I think is important to any CMO.”
  2. “The primary way I approach Sales and Marketing alignment is to create a common view of the customer.”
  3. “We do a lot of things in terms of structure to create alignment with Sales and Marketing too.”
  4. “The biggest challenge that CMOs can have is their own CEOs and CFOs!”
  5. “Really understanding the nature of your offering is key to driving revenue and planning strategies.”
  6. “Account-based Marketing has been and continues to be all the rage. Every client at SiriusDecisions focuses on it in one form or the other.”
  7. “ABM is best when you want to go after large accounts.”
  8. “In B2B marketing and ABM, engagement metrics are important at every stage.”
  9. “One of the big trends we’ve been tracking for a while now is increased consumption of install tech data, technographics.”
  10. “Technographic data helps create better Customer Experiences. Expectations are being defined by experiences in B2B marketing. Retaining customers is crictical and CX begins before anyone becomes a customer…technographics can help create that experience, to serve  better outcomes.”
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.

Ep22 | Transforming B2B Sales Strategies with Ben Simms of MarketSource Inc

If you’re (still!) looking for new ways to disrupt your B2B Sales initiatives, these useful tips and ideas from Ben Simms, Vice President of Commercial Client Services at MarketSource will come handy.

About Ben:

As the leader of delivery for commercial client services at MarketSource, Ben is responsible for deploying and executing a wide range of B2B sales and marketing solutions for Fortune 500 and enterprise clients across several verticals and industries. Ben’s client engagement programs manage inside sales, account development, brand advocacy, and channel sales teams for some of the most iconic brands in the B2B space. He has an insatiable thirst for learning how different industries can most efficiently grow revenue and share knowledge management principles to instigate strategic thinking. The #1 motivating factor throughoutBen’s profession has been growing careers.

Prior to MarketSource he spent 15 years as a leader in admissions, marketing, and operations for higher education institutions to launch careers for graduates and now enjoys growing careers at MarketSource on behalf of his clients. Combining his experience in education and passion for rock music Ben has a “side hustle” as the owner of School of Rock – Johns Creek, inspiring people to rock on stage and in life, which was voted “best music lessons in North Atlanta” by Appen Media. Ben has lived in 13 states calling Georgia home since 2013.

He holds a BBA from Western Michigan University and an MBA from the University of Colorado. Ben lives in Johns Creek with his wife, Christina, and two rock star sons. You can follow him on Twitter  or connect with him on LinkedIn.

Top ten takeaways from the episode:

  1. “I’m a fan of high amount of sales prospecting touchpoints.”
  2. “If you have a high volume of attempts within a timeframe, you get more results.”
  3. “Sales and marketing alignment is an age-old question that I don’t think will ever be solved!.”
  4. “Sales and Marketing conflict can actually help challenge the status quo.”
  5. “The one thing Marketing is responsible for (always) is generating leads.”
  6. “Its never only about impressions and touches and triggers.”
  7. “Sales should have SLAs – how quickly will they respond to a lead, how quickly will they follow up.”
  8. “I believe Marketing should focus on Demand Generation and Inbound leads.”
  9. “Its more common to have BDRs and SDRs report to Sales and this also gives more results.”
  10. “Data is improving dramatically and in a quick way. I’m excited about technographic data which analyses digital signals to see who is using or recently purchased different technologies. ”
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.

Ep21 | Demand Generation and B2B Marketing with Matt Heinz of Heinz Marketing

We had the pleasure of speaking with martech influencer Matt Heinz (President and Founder of B2B marketing and sales acceleration firm Heinz Marketing) in this episode on B2B marketing trends. Have a quick listen!

About Heinz Marketing:
Established in 2008, Heinz Marketing is a B2B sales and marketing firm located in Redmond, WA, serving businesses throughout North America and overseas.  Heinz Marketing focuses on driving results through strategic demand generation, disciplined sales funnel strategies, fully-integrated campaigns and collaboration between marketing and sales organizations.

Top ten takeaways from the episode:

  1. “The more sales and marketing work together, the more likely the company is to achieve its goals.”
  2. “Account-based Marketing done well requires tight integration between sales and marketing and the buying committee at your target accounts.”
  3. “Addressing the buying committee as one team is the biggest challenge to overcome today.”
  4. “No one can do enterprise sales and marketing without a pretty complex data that tells you who your targets are, and why to target one company over the other.”
  5. “There is often a lot of variables that go into choice of data.”
  6. “Alot of content is ask and not give.”
  7. “The fallacy I hear is that people are not consuming content, that is simply not true. We have more content coming to us in various formats today.”
  8. “Your content strategy should go from interruptive to creative.”
  9. “In 2019 we will see smaller and narrower, more focused content created, maybe even to audiences of just one!”
  10. “Direct mail has made an enormous comeback, when people get Direct Mail, they think its novel because they don’t get too many mails anymore!.”
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.