Predictions for the Future from the Godfather of Marketing Automation

In this episode, we’re joined by Adam Blitzer, EVP and GM of Digital at Salesforce. Adam is truly one of the godfathers of marketing automation and B2B demand generation, having founded and sold Pardot, one of the most important marketing automation platforms ever created for CMOs and demand gen leaders. Adam currently oversees the multi-billion-dollar marketing division at Salesforce, using the products he created to meet internal demand gen goals.

During our conversation with Adam, he sheds light on the evolution of demand gen, marketing’s growing role in the end-to-end customer experience, and the software products he’s building to create the single source of truth for enterprise marketers. 

Adam Blitzer, EVP of Salesforce joins the Qualified.com Demand Gen Visionaries Podcast

Tune in to the episode to hear Adam dive deep into:

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

Episode Highlights

(4:19) The Growing Pressure to Deliver Great Customer Experiences

(5:54) Marketing’s Role in the Customer Experience

(10:23) Adam’s Demand Gen Advice

(12:53) New Decade, Same Marketing Challenges

(20:04) What Marketers Can Do to Improve Their Use of Data

(22:30) The Emerging Importance of Customer Data Platforms

(30:35) The Evolution of Attribution

(32:53) How Salesforce Uses Their Own Tools

(36:39) Adam on the Content Gating Dilemma

(38:38) Companies Don’t Create Enough 1-1 Website Experiences

(41:51) Adam’s “Dust Up”

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

Episode Quotes

“Marketing has really stepped up and said, ‘you know what, we're the steward of the brand, and we’re now also the steward of the end-to-end customer experience. Even if it flows through a part of the company that we don't own directly, it’s all a reflection of the brand and it's all a reflection of marketing.’”
“When I got started in 2007 in B2B marketing automation, it was very much about feeding the funnel and moving through the conveyor belt of leads to opportunities to closed-won deals. Now it's much more about customer lifecycle marketing. It's about turning your clicks into leads, your leads into pipeline, your pipeline into customers, and your customers into raving fans.”
“It's very easy as a marketer to focus on the end customer and to not focus on the other very important customer, which is your sales team. At the end of the day, if marketing blows out its numbers and they hit all of their target metrics and sales misses their target metric, how many people at the company are happy? No one is happy. At a B2B company, pipeline and sales is where the rubber meets the road. As much as possible marketing and sales need to be joined at the hip, and the more that they can share goals, the better.”
“We really believe that the customer data platform is the battleground in marketing for the next five years. With this proliferation of martech and the average marketer using 10 to 20 different pieces of martech in their stack, you have to be at the center of it.”
“In this world where martech has become so diffuse, you can control the data, you can control the workflow, you can control the content, or you can control the analytics…And we think the most foundational of those four pieces is data, so that's really what we want to help our customers with.”

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

Posted on
October 20, 2020
Megan Guy

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