This episode features an interview with Sarah McConnell, VP of Demand Generation at Qualified, the pipeline generation platform for revenue teams that use Salesforce.

In this episode, Sarah shares the benefits she’s seen of nesting owned events into broader marketing goals, hiring varied skill sets in house as an invaluable ROI, and how everything you do should be about pipeline. Sarah also talks about pipeline as a personalized journey for prospects and the opportunity in giving potential buyers as many avenues as possible to convert.

Key Takeaways:

• Being more diligent about spend. We need to be referring to our data often to be sure the ROI we expect and work towards is something that’s actually happening. It’s important to never stray too far from is this tactic or strategy really working? 
• Owned events should play a multi-functional role for your business. Every event you host should be nested within a broader goal that works for multiple aspects of your business operations. 
• It’s all about pipeline and the customer journey. Every customer’s journey is different. Let’s be sure we’re giving them as many avenues to convert as possible.