As we get ready to sunset our original podcast, Demand Gen Visionaries, and welcome its older, cooler sister, Pipeline Visionaries, to the lineup, we’re looking back at three years of incredible guests with powerful guidance on all things B2B marketing.
Demand Gen Visionaries featured over 100 legendary B2B SaaS marketers over 3 seasons, diving into the playbooks of some of the biggest brands in software with our loyal host, Ian Faison, the Founder & CEO of Caspian Studios.
What started as an audio podcast for Demand Gen leaders has blossomed into three unique video productions, featuring the best of the best in marketing leadership, RevOps roles, and the Salesforce ecosystem. We’re so grateful for the partnership we’ve formed with the team at Caspian and are excited to work together to evolve the show into the definitive podcast for marketing leaders, helping them get better at their job week after week.
Before we reveal the new look and feel of Pipeline Visionaries, let’s look back at where we started, and how we grew DGV into the prolific show it is today.
Demand Gen Visionaries wasn’t always the polished video production it is today. It started as an audio show, featuring some of our early adopters.
“We've got hundreds of campaigns running at any given point in time. Marketing these days is an all-out, guns-blazing affair.”
“It’s been a really crazy time to lead people but I do really believe we’re all going to come out of this stronger marketers.”
Vidya Peters, at the time CMO of Marqeta, now the CEO of DataSnipper and a board member and advisor to many tech companies in Silicon Valley, discussed the most important elements of setting and maintaining a strategy in a rapidly changing MarTech landscape.
“I'm a big proponent of really leading with content and thought leadership to earn the right to be able to have a conversation with your prospects. It's less about pushing messages and ads, and more about answering customer questions and being helpful to them and earning the right to speak to them.”
Jon Miller is a B2B marketing legend, with experience in founding and leading MarTech companies like Marketo and Engagio, which was acquired by Demandbase where he currently serves as CMO. He shared his thoughts on what the next evolution of ABM would look like and why sales and marketing teams struggle to align.
“The first thing I would say is you have to take into account your brand and your product market fit. And I think most demand gen people don't think about this enough. If your company's brand isn't where it needs to be, or you don't have great product market fit, you can have the greatest demand gen strategy in the world, you can run amazing programs, have killer SDRs, and do everything right. And you're just going to be facing headwinds every step of the way.”
Eventually, we evolved Demand Gen Visionaries from an audio-only format to include a video element, elevating our content and introducing it to more channels, and more eyes.
Kyle Lacy, now the CMO at Jellyfish, was CMO at Lessonly and then SVP of Marketing at Seismic when he shared his experience with acquisitions and how to adopt marketing and demand strategies across companies, as well as his advice on building a winning tech stack.
“I don't hear it talked about a lot. It's like one of those things like email marketing's dead or direct mail is dead or whatever. Like you have to invest in all of it. It has to be a holistic demand gen strategy and a lot of times people over-index in paid or SEM and under-index on search and organic.”
Our very own CMO, Maura Rivera, joined Ian to talk about how pipeline generation has changed, how to use thought leadership to grow awareness, and using conversational marketing to engage buyers.
“Everybody wants to interact with one click, chat, voice, video. As companies, we need to shift how we meet with buyers and shift how we generate pipeline."
“Let’s create almost a media entity that can stand on its own and that people would actually, want to participate in it, get value from, and read. The strategic thinking was if we do that well, people will come to our content and they’ll think, this is smart, this is actually helping me do my job."
We took our show on the road and did a live edition of DGV during Dreamforce 2022, the first Dreamforce back in person after the pandemic. It was a special event, with a panel of heavy hitters–Lauren Vaccarello (Salesloft), Julie Liegl (Slack), and Karin Flores (Okta) stopped by to give us their takes on uncuttable budget items and the state of B2B marketing.
“Think of part of your budget as an innovation fund. What are the big bets that you and your team have come up with and, and those could vary. If you can architect it right, with the right customer experiences, and the right amplification across press and social, doing something kind of crazy and stunt-like can actually make sense.” - Lauren Vaccarello, CMO of Salesloft
“It’s about differentiating, if you can do an event in a way that is going to be special, whether it's going to an event or throwing an event, how do you make it different? It can't just be the status quo, you have. Give people a reason that it's exciting and that it matters.” - Julie Liegl, Former CMO of Slack
“I think we are working in a world now where we really need to think about convincing people, and so I think you need to entertain them, motivate them, and inspire them beyond product, and what's going on in the world” - Karin Flores, Vice President, Strategic Events, Customer Experience Center and Programs of Okta
“You can't show value for what you're providing, if you can't make a connection between the pain and what they're trying to achieve in their roles, particularly on a market intelligence platform.”
Kevin Tate, CMO of Clearbit, was our first repeat guest. In his second appearance, he shared his experience in enterprise SaaS, e-commerce , and digital marketing and how to keep up with the rapidly changing markets of our time.
“When things were really frothy, you could be more sure that someone who came across your content ad on Facebook or Instagram might be in the market. Now, it's less likely that they're ready to buy but it's just as important as a brand to be building awareness so that you're top of mind when the time is right.”
“The only way that you can help your sales team prioritize is to give them really good data about who are the teams that are using your product.”
We couldn’t create such incredible content without our partners at Caspian Studios, and especially our host, Ian Faison. We’ve loved growing our businesses together, and we’re grateful for the energy their team brings to our podcast productions.
Next week, we’ll be launching Pipeline Visionaries. We’re still be bringing you thought leadership from the biggest names in SaaS, and sharing their strategies for generating more pipeline in this ever-changing landscape, but we're doing it bigger and better than ever.
Make sure you tune in next week, and while you wait, check out our other podcasts, Inside the Ohana and Rise of RevOps
We're saying goodbye to our podcast, Demand Gen Visionaries, and hello to its older, wiser sister Pipeline Visionaries, but before we do that, let's recap 3 incredible years of thought leadership.
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