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 def…

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 purchasi…

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 …

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 als…

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 i…

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. Th…

In this episode of Demand Gen Chat, Emir Atlı, Co-Founder and CRO at HockeyStack joins Tara Robertson to talk about the amazing growth at HockeyStack has seen recently, mainly thanks to their LinkedIn presence. He shares how HockeyStack creates hype around their product by launching new features every two weeks and turning small additions into teas…

In this episode of Demand Gen Chat, Rosalyn Santa Elena, Founder and CRO at The RevOps Collective shares her insights on how working closely with RevOps can be key for marketers to succeed, especially in tough times. Rosalyn talks about the rise of revenue operations as a function and how it is being talked about more in a marketing sense. She reco…

Amber Bogie from Reachdesk dives into the reality of B2B marketing and how it can be challenging during times when budgets and headcounts are tight. She believes that navigating these challenges can actually enhance marketers' skills, emphasizing the need for close collaboration with CFOs. Amber also discusses direct mail trends and an effective ou…

Silvio Perez, the founder of AdConversion, shares his perspective on what it takes to run a successful B2B paid ad program in 2023 with Tara Robertson on this episode of Demand Gen Chat. Silvio also shares valuable insights on Google’s shift away from third-party cookies in 2024 and the impact of remarketing audiences, suggesting that it is equally…

Are you still under the impression that demand generation is just a tactic or a single person's responsibility? In this podcast episode, Tara Robertson is joined by the co-founders of Storybook Marketing, Liam Moroney and Graceanne MacDonald, to debunk the biggest misconceptions about demand generation and emphasize the importance of a holistic app…

Demand Gen Chat is back in 2023 with a brand new season! In the first episode of Season 4, Tara Robertson chats with Isaac Ware, the Director of Demand Generation at UserGems. Issac shares his experience running account-based marketing (ABM) campaigns with a small team and their ability to run 300 one-to-one ABM campaigns per month! Isaac also disc…

In the latest episode of Demand Gen Chat, I spoke with Latané Conant, Chief Market Officer at 6sense. Latané has a fresh perspective as a marketing leader thanks to her sales background. We chat about hiring and building a marketing team, and how to keep a team engaged and motivated even through tough times. Latané also shares how her team works wi…

In this new episode of Demand Gen Chat, I spoke with Colin White, Head of Demand Generation at Clearbit. Colin’s career started in software development and he pivoted into marketing, where he’s focused on driving revenue growth. If you’re a marketer focused on driving top-of-funnel leads and looking to have an impact further down the funnel you won…

In this new episode of Demand Gen Chat, I spoke with Tim Davidson, Senior Director of Digital Marketing at Directive. Tim started his time at Directive working with clients at software companies looking to source more pipeline and revenue from their paid channels, his focus now is growing Directive’s own marketing. You won’t want to miss this episo…

In the newest episode of Demand Gen Chat, I spoke with Ashley Wilson, co-founder and COO at Momentum. Ashley’s career started in marketing and she has since co-founded Momentum, a sales automation platform for revenue teams. If you’re a marketer looking for guidance on the best way to update your leadership team on how marketing is going, you won’t…

In this new episode of Demand Gen Chat, I spoke with Darrell Alfonso, Global Marketing Operations at Amazon Web Services (AWS) and author of The Martech Handbook. Darrell has been at AWS for over three years, and his team empowers thousands of marketers around the world to do their best work. We spoke about marketing ops don’ts and the most common …

In this week’s episode of Demand Gen Chat, I spoke with Corrina Owens, Senior ABM Manager, Enterprise at Gong. If you’re in B2B, you probably know Gong and see their marketing content everywhere so I was excited to meet Corrina and learn about what goes on behind the scenes and how they measure success. Listen to this episode to hear Corrina’s take…

Episode Description In the newest episode of Demand Gen Chat, I spoke with Katie Meeker, the Director of Customer Marketing at iCIMS. Katie has been at iCIMS for over 13 years, originally joining the marketing team as an events coordinator, and now leading customer marketing. Customer marketing is a relatively new function that is growing quickly s…

In this episode of Demand Gen Chat, I chatted with Hillary Carpio, Director of ABM at Snowflake. Hillary leads an ABM team of 18 marketers that support 100s of sales reps across North America and Latin America. We talked about how her team works cross-functionally to drive success with their ABM programs, how they measure ABM at Snowflake, and why …

In the newest episode of Demand Gen Chat, I caught up with Amrita Mathur, VP Marketing at Superside. Superside has gone through amazing growth since Amrita joined as the first marketer in May 2019. We cover a wide-range of topics from the history of Superside’s marketing team, to how demand gen marketers can work better with design teams, to what ‘…

In the latest episode of Demand Gen Chat, I spoke with Sidney Waterfall, VP of Demand at Refine Labs. The agency works with growth-stage B2B SaaS companies and puts out a ton of content sharing their learnings. We cover some topics that have been all over LinkedIn feeds lately; dark social and how to use it to drive demand, and how marketers can ac…

In this episode, I sat down with a fellow Torontonian, Dev Basu, CEO of Powered by Search. The agency has been helping B2B companies grow since 2009 and Dev has seen some major shifts in the way B2B companies go-to-market. We cover some spicy topics including why Dev doesn’t believe MQLs are dead, and how to create competitor comparison pages that …

Episode Description Demand Gen Chat is back for a new season! In our first episode of Season 3, we introduce you to our new host and catch up with Kaylee on what she’s been up to since joining the marketing team at BrightWheel. We also chat about a few of her favorite episodes from last season of the podcast, and the tactics she'll be bringing with…

On today's episode Julia Beebe, Director of Growth at Toast joined me for a long-overdue discussion about the importance of constantly making optimizations for your funnel. It's no surprise that Toast has seen so much growth and success this year. They've IPO'ed, continued to grow headcount, and have given back to the restaurant industry after the …