The Rise of Data Driven Marketers – Demand Gen Visionaries Ep. 70

On this episode, Heidi talks about being the CMO of Tealium, the rise of data-driven marketers, and top tips for customer event marketing.

Emma Calderon
Emma Calderon
January 5, 2022
min read
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Heidi Tealium, CMO of Tealium.

On this episode, Heidi talks about what it means to be CMO of Tealium, why the rise of data driven marketers is so important, and her top do’s and don’t for customer event marketing during a pandemic.

Key Takeaways

  • Before thinking about marketing channels or tactics, know exactly who you are trying to market to.
  • Be prepared for your playbook to change. It’s great to have plans and strategies, but they’re useless if they don’t adapt with the changing times. 
  • Your website is fundamentally who your company is. As with your marketing team and company overall, you want to limit the amount of errors, blank 404 pages, etc, on your site.  
“...Know where your audience is. And I know that seems obvious, but I think even in social, you often see people saying, ‘oh, we've got to do LinkedIn, Facebook, Tiktok', you name it. But if your audience isn't there, maybe that doesn't make sense. So I think before you even think about channels and tactics, make sure you know who you're marketing to. Who you're trying to engage with and where they are and then how they prefer to be communicated to.” 
“Folks forget this. And it’s a simple thing in marketing, but people like to buy from people that they know, and they have some sort of relationship with. And I think it was a good way for folks that were evaluating us to see what we’re like as a company and also meet some of our customers. So that works really well. And I would say that just again, for everybody listening in marketing was hard. I see how everything goes as the time changes too. Right. So we’re getting out of the pandemic a bit, hopefully, and now I’m seeing where people want to do more. In-person cause everyone’s a little bit zoomed out. So it’s just, when you feel like you have your playbook, it changes.”
“A first time, CMO, trying to figure out their demand gen strategy. Definitely have a strategy start there. Sometimes, I’m amazed at how many people do not have one and understand what your bookings goals are, have a plan there, but I would say that also the simplest advice. Work closely with your CFO, very, very closely on the goals, your budget, and make sure that you’re speaking the same language because a lot of people make that mistake. So, Hey, if you are able to give me a dollar, I can give you back 10. And I think having those kinds of conversations, keeping your metrics, uh, you might have more for your team, but keep it very simple with them, but make sure you speak in their lane.”

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