Adam Blitzer is Executive Vice President and General Manager of Digital at Salesforce, the world’s #1 CRM platform.
Prior to joining Salesforce, Adam co-founded Pardot, a marketing automation solution that assembles B2B buyer journey data points into actionable insights, enabling marketing and sales teams to sell smarter. ExactTarget acquired Pardot in 2012 for ~$100M and Salesforce acquired ExactTarget in 2013 for $2.5BN.
Before co-founding Pardot, Adam worked in Japan for three years. While there, he founded a start-up and worked at an ad agency. He holds a bachelor's degree from Duke University.
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.
“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.”