Uncuttable Budget Items
Part 3: Top CMOs Share Their Uncuttable Demand Gen Budget Items for 2021
This is part three in our special mini-series revealing the top demand gen budget items mentioned by the marketing leaders who’ve appeared on DGV. Tune in to hear all the budget items our guests couldn’t live without!
For more than a decade, B2B sales and marketing teams have been operating the same way. CMOs spend tons of money to drive qualified leads to your website, and if they want to talk to sales, you ask them to fill out lead capture forms that always end with "Thanks, someone will get back to you shortly."​ The problem? Buyers move onto other things and sales reps struggle to engage buyers and start the selling process. Simply put, the process that marketing teams use to pass leads to sales is broken. A new category of software has emerged, and it's called Conversational Marketing. The concept is simple. When qualified leads land on your site, we'll alert your reps in real-time and allow both parties to start a conversation instantly via chat, voice calls, and screen sharing. Conversational marketing is the rare opportunity for your company to completely change the game on how you interact and engage with qualified prospects. Your buyers will be thrilled about the new experience and your business will feel the impact to the metrics that matter most, pipeline and revenue.
Computer Software

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

Naman Khan, CMO, Zeplin

Episode Summary

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

Key Takeaways

  • Paid digital became even more important as a result of the pandemic
  • Invest in a robust MarTech stack
  • Events are still going strong, they just look different


“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


Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.


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Find parts one and two here


Episode Transcript