Part three of this special mini-series features 12 CMOs and marketing leaders from some of the world's fastest-growing companies, including:
Vidya Peters, CMO, Marqeta
Leela Srinivasan, CMO, SurveyMonkey
Grant Johnson, CMO, Emburse
Robin Daniels, CMO, Matterport
Joanie Wang, Director of Marketing, Expensify
Rachel Thornton, SVP Marketing, Amazon Web Services
Esther Flammer, VP Demand Gen, Conga
Marie Gassée, VP Growth, Confluent
Lynne Capozzi, CMO, Acquia
Len Fischer, SVP Demand Gen, Okta
Dave Dabbah, CMO, CleverTap
Every week on Demand Gen Visionaries we sit down with marketing leaders from some of the world’s largest and fastest-growing companies to uncover the demand gen strategies that have been fundamental to their skyrocketing success.
In each episode, we ask our marketing-leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this special mini-series to hear the budget items our CMO guests can’t live without!
Find parts one and two here
“I'm a big proponent of really leading with content and thought leadership to earn the right to be able to have a conversation with your prospects. It's less about pushing messages and ads, and more about answering customer questions and being helpful to them and earning the right to speak to them.” - Vidya Peters, CMO, Marqeta
“Experiment, optimize, and measure. I think about demand gen as a portfolio of approaches or tactics, and they're often at different stages of maturation. For the most mature ones, you are scaling and optimizing those, but in the interest of having value to add to your customer and reaching them in different ways, you have to be experimenting with different channels and different approaches at all times. You're constantly doubling down on things that are working while trying to find the next set of channels or tactics that are going to take you to the next level.” - Leela Srinivasan, CMO, SurveyMonkey
“My philosophy is the ROI of everything. If you can't project what a return is, I'm not spending that dollar…Pre-COVID, I cut between a half million and a million dollars out of events because they were harder to measure and they didn't prove to deliver the ROI. When COVID hit and I put the brakes on in-person events, it took me about five seconds to redeploy those dollars into digital channels.” - Grant Johnson, CMO, Emburse
“Growth experiments and our MarTech stack–I put those together because you just can't have one without the other. For us to drive revenue and drive demand, it's all about running experiments through the high volume of visitors and the high volume of freemium traffic that we get.” - Naman Khan, CMO, Zeplin
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