Demand Gen Secrets from One of the Top Women in Marketing

This week on the Demand Gen Visionaries podcast, we sat down with the one and only Tracy Eiler, CMO of InsideView and one of the Top 15 Most Influential Women in B2B Marketing.

InsideView is the leading B2B data providers that allows demand gen marketers and sales professionals to build target accounts, enrich data, and keep their CRM clean and accurate. Like Qualified, InsideView is also part of the Salesforce family, helping sales and marketing teams succeed by having their Salesforce CRM database full of clean and accurate Account and Contact data.

Tracy Eiler, CMO of InsideView speaks with Qualified.com on the Demand Gen Visionaries Podcast

On this episode of Demand Gen Visionaries, Tracy emphasizes the importance of human interaction with customers to turn buyers into company advocates, the organization strategy that InsideView brings to a CRM that keeps all departments productive, and the importance of quality vs. quantity leads when it comes to prospective buyers.

Tune in to Tracy's episode and hear how Tracy got started in demand gen, and more!

Want to skip ahead to the highlights? Check out these can’t-miss moments.

Episode Highlights

1:50 Tracy's First Job in Demand Gen

3:30 Your Role as CMO of InsideView

7:00 InsideView’s Account-Based Strategy

11:00 The Process of Customer Acquisition

18:00 Account Engagement Measures

19:00 The Playbook, Uncuttable Budget Items

21:00 On Conversational Marketing

26:00 How SEO Plays into the Website

28:00 Let’s Un-Gate the Content

34:45 Why SDRs are So Critical

39:00 Diversity of Team and Thought

43:00 The Most Memorable Dust Up

48:00 Quick Hits, Getting to Know Tracy

52:00 Women in Revenue

Episode Quotes:

"I don't use the term ABM any anymore. I really think that it’s account-based engagement or account-based pursuit, because we’re so integrated between sales, marketing, and customer experience. We go account-based not only for new logo pursuit, but also for customer expansion.”
"I really think demand marketers should think about, org structure wise, having sales development report into marketing."
"CRM data quality is something that the ops folks typically own, but it’s at the root of the impact to sales and marketing effectiveness.”
“Cold calling. I just don't think that exists anymore, right? If marketers are doing their job, we’re warming up an audience and reaching out to them and getting in front of them in a variety of ways.”
"Really make sure that sales understands and has buy-in into your strategy. It’s really important—we have to educate them. Wean them off of lead quantity and wean them onto opportunity quality.”
"We want more folks who are not white, and we also want diversity of thought, right? Take first-generation college graduates as an example. We don't want everybody to look and sound and come with the same background.”

Ready to hear from more Demand Gen Visionaries? You can find all episodes here.

Posted on
August 11, 2020
Maura Rivera

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