Demand Gen Trends to Invest in, According to a Six-Time CMO

In this episode, we’re joined by Heidi Melin, six-time CMO and current CMO of Workfront. Heidi illustrates how she’s pivoting Workfront’s marketing strategies in response to the paradigm shift that companies are experiencing in the new decade. She highlights how companies that survive must invest in hyper-targeted sales and marketing strategies, including ways to surface and act on insights about how buyers engage with your brand throughout the buying cycle.

In this episode of the Demand Gen Visionaries podcast, we're joined by Heidi Melin, CMO of Workfront

Tune in to the episode to hear Heidi share insights on:

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

Episode Highlights

(4:19) Heidi’s Demand Gen Strategy

(14:57) Workfront’s Approach to Land & Expand

(17:37) Heidi’s Uncuttable Demand Gen Budget Items

(20:37) COVID Has Dramatically Impacted the Buying Process

(23:04) How Workfront Has Pivoted in the Shifting Selling Environment

(25:53) How Workfront Prioritizes Marketing Investments

(29:30) Measuring Account Engagement

(33:31) Heidi’s Most Memorable Demand Gen Campaigns

(38:14) How Workfront “Weaponizes” Customer Advocacy

(42:35) Why B2B Marketers Should Borrow from B2C Counterparts

(43:54) Quick Hits: Getting to Know Heidi

Episode Quotes

“As marketers, if we have learned anything over the course of the last few months, it's that we have to be able to adapt much more quickly in order to be successful. All the things that we knew were effective are changing and they're changing immediately. So how do we adjust and continue to drive demand to support the pipeline that's required for our selling organization?”
“One of the most important things that we have learned out of the pivot in response to COVID is that the entire business process needs to change, not just a marketing tactic here or there. It's a paradigm shift that we're going through right now that is not only going to change our marketing programs and tactics, but it's going to change how organizations buy enterprise software.”
“I think in terms of what channels give us the ability to be very focused and targeted in our investments. We're prioritizing those channels that allow us to more accurately target our target accounts. We have the tools today to be very specific about who our messages go to. Leveraging those tools becomes really important, because our spend levels aren't necessarily going up, but the pressure on marketing teams to deliver engagement and demand is going up.”
“I always talk about marketing as an investment versus an expense. If we want to make sure that each one of those dollars is used to its fullest impact, we want to make sure we get to the people that have the highest likelihood to buy from us.”
“I very seldom use the term ABM because it's been overused and over promoted. Isn't ABM just a category of software that allows us to deliver on the premise of marketing that's always been there? ABM technology provided the ability for us as marketers to do what we've always said we should be doing, which is targeting the right people with our message.”

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

Posted on
October 7, 2020
Megan Guy

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