“”

The Demand Gen Playbook of One of the Top 50 Women in Revenue

Lauren is an award-winning marketing executive with a track record of accelerating revenue growth for some of the fastest-growing SaaS companies in Silicon Valley including Box, AdRoll, and Salesforce. She is the author of two industry-leading books and has been named one of the “Top 50 Women in Revenue” and “Most Influential Women in Business.”

In this episode, Lauren talks about how to hit your numbers in the short term while working to expand your addressable market in the long term. She also discusses how to build brand trust by enabling deep executive relationships, and shares a couple uncuttable budget items that may surprise you!

Tune in to the episode to hear Lauren reveal her demand gen secrets, including:

Lauren Vaccarello, CMO of Talend, joins the Demand Gen Visionaries podcast

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

Episode Highlights

(2:10) Lauren Started Her Career in Online Dating

(5:18) Moving Upmarket from Practitioners to Business Leaders

(9:21) Marketing Needs to Think Both Short Term and Long Term

(13:33) How to Balance Short-Term Execution with Long-Term Planning

(14:48) The Major Value of Executive Engagement Programs

(25:09) Lauren’s Three Uncuttable Budget Items

(36:56) How to Build a Powerful Thought Leadership Engine

(44:36) That Time Desmond Tutu Protested One of Lauren’s Campaigns

(48:43) Quick Hits: Getting to Know Lauren

Episode Quotes

“Investing in things like executive programs, executive engagement, and building deeper relationships with senior level executives at your target audience is the gift that keeps on giving. You’ll hit your numbers today, and the more they see you as a strategic partner, the more your deal size is going to grow.”
“Every CMO who comes in has to get points on the board quickly. The shine wears off our penny probably faster than any other function. You have to show momentum, and I find getting those short term wins buys you time to get long term wins as well.”
“What's going to make or break every single demand gen person in the foreseeable future is your ability to be agile and adapt. If you can't move quickly, you're dead in the water. The world is moving too fast...So invest in the backend, invest in the unsexy things that no one sees or understands why you're doing it, because it's those backend, unsexy, tech infrastructure things that make everything else you do faster and easier.”
“Our job as leaders is to remove every blocker and every obstacle and to give the people that work for us the ability to be creative.”
“Because what we do is so visible, every single person in your company will have an opinion about what you do. And you have to listen to every single person and you have to have thick enough skin to not take it personally.”
“I won't cut PR. I cannot ascribe a dollar return to my PR program, but what I've seen in the past is the anecdotal qualitative that just proves that it works...I've seen it enough times-–you're going to get better candidates, better employees, faster velocity, and your inbound interest and brand awareness just start to tick up.”

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

Posted on
November 4, 2020
by
Megan Guy

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