Drift

Chris Walker is CEO at Refine Labs and host of Demand Gen Live. We talk about wasting B2B marketing budget, understanding how people buy, how to think about the ROI of your podcast, short term vs long term marketing, why not all MQLs are created equal, and how to drive more inbound demand.Learn more at <a href="https://davegerhardt.com/">davegerhardt.com</a>***This episode is brought to you by Oribi, an all-in-one marketing analytics tool. Say goodbye to Google Analytics. To start your free trial, visit <a href="http://oribi.io/dgmg">oribi.io/dgmg</a>. Use the coupon code DGMG and get 20% off any plan.This podcast is produced for me by my friends at Lemonpie. If you want to launch a podcast strategy for your brand, check them out at  <a href="http://www.lemonpie.fm/">www.lemonpie.fm</a> and tell them I sent you.If you're looking for your next role, check out DGMG Jobs <a href="https://dgmgjobs.com/">https://dgmgjobs.com/</a> the place to go to find B2B marketing jobs you’d actually want.

The Best Source of B2B Revenue, How To Drive More Inbound Demand, and Where B2B Marketing Budget Is Wasted (with Chris Walker, CEO, Refine Labs)

When the economy rocks as much as we've all witnessed in the past year, pivoting and reprioritizing can become the norm. But reprioritization doesn't need to feel chaotic. Ryan Morel, VP of Marketing at Flexe, a software company delivering technology-powered, omnichannel logistics programs, knows this first hand. Being at the company for over seven years, Ryan is no stranger to change, which is why he's so adamant about having a North Star to work towards. With a clear North Star in mind, Ryan believes you can strategically direct a team and drive results no matter the outside circumstances. In this episode of Revenue Talks, Ryan discusses his experience working at a start-up that is constantly evolving to meet current marketing demands. The two marketing VPs chew over knowing when it's time to “kill your darlings" in order to move forwar, how to manage team expectations and the importance of marrying marketing and sales activities through persistent collaboration. You can connect with Justin on Twitter and Ryan on LinkedIn. Read how other go-to-market leaders are strategizing their year: https://drift.ly/stateofconversations

Ryan Morel

VP of Marketing, Flexe

Flexe's VP of Marketing, Ryan Morel, explains how he leads his marketing towards their North Star, and why it sometimes means scaling back to move forward.


Scaling Back to Move Forward | Ryan Morel

Why You Sometimes Need to Scale Back If You Want to Move Forward

When the economy rocks as much as we've all witnessed in the past year, pivoting and reprioritizing can become the norm. But reprioritization doesn't need to feel chaotic. Ryan Morel, VP of Marketing at Flexe, a software company delivering technology-powered, omnichannel logistics programs, knows this first hand. Being at the company for over seven years, Ryan is no stranger to change, which is why he's so adamant about having a North Star to work towards. With a clear North Star in mind, Ryan believes you can strategically direct a team and drive results no matter the outside circumstances. In this episode of Revenue Talks, Ryan discusses his experience working at a start-up that is constantly evolving to meet current marketing demands. The two marketing VPs chew over knowing when it's time to “kill your darlings," managing expectations, and the importance of marrying marketing and sales activities through persistent collaboration.


"You're not listening!" Be it in our personal or professional lives, most of us have heard this sentence once or twice. Why? Because we all like to think we know what others are thinking and feeling. In reality, however, the only way we truly know how our friends, customers, and prospects are feeling is by listening to what they have to say. That's one of the reasons Amy Frampton, Head of Marketing for BambooHR, moved the sales development rep (SDR) team to the marketing team when she joined the company five years ago. In this Revenue Talks episode, Amy shares how she leverages her SDR team to learn what pain points prospects really have, how her team actions on these pain points, and how the entire BambooHR go-to-market organization aligns around the voice of the customer. You can connect with Justin on Twitter and Amy on LinkedIn. Read how other go-to-market leaders are strategizing their year: https://drift.ly/stateofconversations

Amy Frampton

Head of Marketing, BambooHR

Amy Frampton, Head of Marketing for BambooHR, shares why listening is the most powerful tool your marketing team can have in 2023.


Listen, Listen, Listen | Amy Frampton

Listen to Your Customers, Listen to Your Employees: How to Create Winning Marketing Campaigns

Be it in our personal or professional lives, most of us have heard this sentence once or twice. Why? Because we all like to think we know what others are thinking and feeling. In reality, however, the only way we truly know how our friends, customers, and prospects are feeling is by listening to what they have to say. That's one of the reasons Amy Frampton, Head of Marketing for BambooHR, moved the sales development rep (SDR) team to the marketing team when she joined the company five years ago.


People, processes, and technology. That's the formula Rakhi Voria, VP of Sales for Procore Technologies, has found to be the most successful in building an inside sales strategy. Rakhi is no stranger to inside sales strategies, either. She built a new digital sales force at Microsoft, managed the global digital sales development team at IBM, and now leads the sales development team at Procore Technologies. In this episode of Revenue Talks, guest-hosted by Drift's VP of Mid-Market Sales, Armen Zildjian, the two sales leaders discuss the importance of hiring diverse talent in sales, how to determine your ideal sales tech stack, and what cross-functional alignment should look like in order to ensure quality pipeline. You can connect with Armen and Rakhi on Twitter at @Azildj, @rakhivoria, and @DriftPodcasts. Read how other go-to-market leaders are strategizing their year: https://drift.ly/stateofconversations

Armen Zildjian

VP of Mid-Market Sales, Drift

Rakhi Voria

Vice President of Sales, Procore Technologies

VP of Sales at Procore Technologies, Rakhi Voria, explains the three components she feels are necessary for building a successful inbound sales strategy.


The Formula for a Successful Inbound Sales Strategy | Rakhi Voria

1 VP of Sales Formula for a Successful Inbound Sales Strategy

In this episode of Revenue Talks, guest-hosted by Drift's VP of Mid-Market Sales, Armen Zildjian, the two sales leaders discuss the importance of hiring diverse talent in sales, how to determine your ideal sales tech stack, and what cross-functional alignment should look like in order to ensure quality pipeline.


The CIA and product marketing: Two industries that are obviously different yet strikingly similar. In this episode of Revenue Talks, Justin discovers why John Brezinsky (VP of Product Marketing at Searchmetrics) might have a background, or a future, as a CIA agent. John shares how his team figures out what messaging will resonate with different audiences across the globe, how to then ensure that the other go-to-market teams at Searchmetrics use that messaging, and how his product marketing organization fits within Searchmetrics' larger campaign strategy. You can connect with Justin on Twitter at @justinkeller and @DriftPodcasts, and John on LinkedIn. Read more go-to-market best practices: https://drift.ly/GTMBook See who Drift's other Marketers to Watch are: https://drift.ly/MarketerstoWatch

John Brezinsky

VP of Product Marketing, Searchmetrics

Searchmetrics' VP of Product Marketing, John Brezinsky, shares the CIA tactics his team uses to develop a strong global messaging strategy.


How To Be The CIA of Marketing | John Brezinsky

What Marketing Department Best Represents The CIA?

The CIA and product marketing: Two industries that are obviously different yet strikingly similar.

In this episode of Revenue Talks, Justin discovers why John Brezinsky (VP of Product Marketing at Searchmetrics) might have a background, or a future, as a CIA agent. John shares how his team figures out what messaging will resonate with different audiences across the globe, how to then ensure that the other go-to-market teams at Searchmetrics use that messaging, and how his product marketing organization fits within Searchmetrics' larger campaign strategy.


Justin Keller isn't a sports guy, but in this episode, he gives sports analogies his best shot to understand how Kevan Lee (former sports journalist turned VP of Marketing) and his team at Oyster® drive sales and marketing alignment at their 2-year-old startup. In the equivalent of just one hockey period, Justin and Kevan discuss what Oyster®'s go-to-market scoreboard looks like, how the go-to-market teams hold each other accountable, and how Kevan reports on the ROI of brand to his organization. You can connect with Justin and Kevan on Twitter at @justinkeller, @kevanlee, and @DriftPodcasts. Read more go-to-market best practices: https://drift.ly/GTMBook See who Drift's other Marketers to Watch are: https://drift.ly/MarketerstoWatch

Kevan Lee

Senior VP of Marketing, OysterHR®

Senior VP of Marketing at Oyster®, Kevan Lee, explains what the go-to-market scoreboard looks at his organization and how everyone is held accountable.


The Go-To-Market Scoreboard | Kevan Lee

What Constitutes a Go-To-Market Scoreboard? Marketing VP Gives His Best Answer

Justin Keller isn't a sports guy, but in this episode, he gives sports analogies his best shot to understand how Kevan Lee (former sports journalist turned VP of Marketing) and his team at Oyster® drive sales and marketing alignment at their 2-year-old startup.


Janet Jaiswal (VP of Global Marketing at Cloudbeds) doesn't believe personalization can happen overnight. Instead, she encourages her team to look at it as a journey. In this episode of Revenue Talks, Janet talks to Justin about what that journey looks like. The two marketing leaders question whether verticalization makes personalization easier or harder, discuss how Janet balances top-of-funnel content with bottom-of-funnel content, and Janet shares her tips for trying to span marketing messages globally. As a bonus, you'll hear Janet's favorite travel and food destinations (spoiler: they're not the same place). You can connect with Justin and Janet on Twitter at @justinkeller, @JanetJaiswal, and @DriftPodcasts. Read how other go-to-market leaders are strategizing their year: https://drift.ly/stateofconversations See who Drift's other Marketers to Watch are: https://drift.ly/MarketerstoWatch

Janet Jaiswal

VP of Global Marketing

Janet Jaiswal (VP of Global Marketing, Cloudbeds) explains how her team creates personalized experiences for every stage of the buyer journey, no matter where in the world that buyer is.


Global Personalization at Scale | Janet Jaiswal

How Do You Personalize Every Part of the Buyer Journey?

Janet Jaiswal (VP of Global Marketing at Cloudbeds) doesn't believe personalization can happen overnight. Instead, she encourages her team to look at it as a journey.
In this episode of Revenue Talks, Janet talks to Justin about what that journey looks like. The two marketing leaders question whether verticalization makes personalization easier or harder, discuss how Janet balances top-of-funnel content with bottom-of-funnel content, and Janet shares her tips for trying to span marketing messages globally.


How businesses make money is changing. It’s not all sales. It’s not all marketing. Revenue is everyone’s business now. Join Drift’s Justin Keller (VP of Revenue Marketing), as he sits down with experts across sales, marketing, and customer success to talk about what it really takes to accelerate revenue as a go-to-market team. In just 40 minutes, you’ll hear how different organizations use conversations, technology, and cross-functional alignment to build better pipeline and drive expansion. Because if there’s one thing GTM leaders know, it’s that revenue talks.

The Best Source of B2B Revenue, How To Drive More Inbound Demand, and Where B2B Marketing Budget Is Wasted (with Chris Walker, CEO, Refine Labs)

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Justin Keller

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