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In this program, we are very excited to talk with Jessica Fewless who joins us from DemandBase. We discussed the increased complexity of selling into B2B marketing; into B2B targets; the fact that the
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If you don't know him yet, it's time to know Grant Cardone. Join us for the provocative, maybe controversial conversation with a sales legend. Don't miss his core package of MP3 books for your commute or flights. His success is legendary, his energy infectious. You do not want to miss this.
Heinz Marketing surveyed 250 plus B2B sales and marketing pros to learn how they measure and achieve revenue success. We’ve learned how B2B marketing teams are optimizing, managing and reporting their results with revenue accountability
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Brian Hansford interviews Dave Rigotti, VP of Marketing from Bizible. Bizible provides a powerful platform that measures marketing performance in driving revenue.
Brian and Dave discuss how new analytics and attribution technologies help marketers measure where revenue is coming from, the best performing channels, and the ROI for demand generation. These tools are giving marketers powerful insights to align closely with sales and pursue a common goal!
About Dave Rigotti
Rigotti runs marketing at Bizible, a venture-backed startup that makes B2B marketing attribution and reporting software. Dave is also a co-founder and serves on the board of MarketingOps.com a trade association and community for marketing operations professionals, and PipelineMarketing.com which produces the yearly State of Pipeline Marketing report investigating how B2B marketing organizations are driving revenue.
Rigotti has spoken at Dreamforce, Marketing Innovation Summit, #FlipMyFunnel, SEMPO Global, and a number of other marketing events about demand generation, marketing operations / technology, and account-based marketing.
Before Bizible Dave worked at Microsoft on the Bing marketing team and graduated with a degree in entrepreneurship from the University of Toledo.
Sales Pipeline Radio Co-Host Brian Hansford
Vice President of Client Services Brian Hansford leads Heinz Marketing technology services practice and specializes in developing demand generation and content strategies powered by process and technology. Brian is a 20 year veteran of the technology industry working for organizations such at Open Text, Citrix, Attachmate and Cambridge Technology Partners. Brian’s team has provided award-winning services for clients in a variety of services from technology, healthcare, manufacturing, and telecommunications.
This podcast has been awarded the Sales Lead Management Association "Go to the Bank" stamp of Approval. Only articles, ebooks, research, podcasts or white papers that directly have an effect on revenue get this stamp.
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Let's start with what channel marketing is.
- It is a severely under-resourced segment with most marketing departments.
- It's someone that sells your product outside of your organization.
- It's called many things: local marketing, indirect marketing.
If you pay a person to sell, and they hit the market with a number/goal, you know you either got your investment in them back, or surpassed, or lost the investment. When you go to indirect model: Product/thought leadership at one company
Selling and marketing at another company, so now you have two companies to align.
$1000 invested - what does that turn into?
Did it convert to $10000 or is it $1000 I didn't get back?
This makes companies hesitant to invest in it. So, typically companies put one person on the channel marketing.
Example: a $2.2B company with 35K employees, 40% of revenue comes from channel, and they have ONE marketing resource. How can you be effective with that type of opportunity.
Matt Heinz' guest for this episode is Shannon Dougall. Some of the points they are covering are:
- Results from research highlighting the most important content features
- Examples of successful, sales-converting content campaigns
- Key B2B content trends for 2017
She has been called, “a marketer of the future.” She is an adventurer, scientist, and artist in the field of marketing. She had been compared to a Swiss Army Knife, using her experiences and learnings towards an all-in-one type of demand generation and customer acquisition that includes storytelling, blogging, lifecycle marketing, digital marketing, SEO, paid advertising, email marketing, social media marketing, positioning, pre-product/product marketing, app store marketing, content marketing, growth hacking, and analytics just to name a few. Shannon’s true north is to help business’ transform to realize their true potential.
Sales Pipeline Radio is produced by Heinz Marketing.
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Submit your application to firstname.lastname@example.org to see if you qualify to stand out from the crowd. We have great hosts such as Matt Heinz, Steve Gershik, David Lewis with interesting programs that solve marketing and sales problems. All live streaming programs are available as podcast replays.
Do you really understand your Customer? Don Gregory said most often the answer is no. Sales Pipline Radio with Matt Heinz
Don Gregory of OnTarget Consulting + Research is a guest on Sales Pipeline Radio with Matt Heinz.
Some of the points covered are:
- The importance of gathering market insights and marketing intelligence
- Doing research to understand what the markets are interested in
- The importance of having those insights at the front of the process to guide and help navigate product development, message development
Matt Heinz asked, "Why is it so important to make sure you are approaching this research right? Maybe a different way of asking that is went it is sometimes dangerous to have company insiders do their own research?"
Don responded with, "Their bias to start with. And they don’t know that many… I do the research completely inside and go out I bring a natural bias to me, with me as I do that investigation. And the rigor has to be impartial and has to be neutral. When I am looking for an answer to a question, I have to have integrity in process and in actions to make sure that I work an honest answer to what I am looking for versus – here is my assumption on what the answer is therefore am going to ask the question to assume and get the answer that I am looking for.
"If you are highly confident that you know your customer, you know your marketplace, your competition, and emerging trends with your consumers, you can argue that you don’t need to get insight early on in the process of going to market... The reality is that most companies and most leaders really don’t have that insight."
Don Gregory, OnTarget Consulting + Research