Sara is responsible for growing Twilio’s community of developers while simultaneously bringing Twilio into the enterprise market. Prior to Twilio, Sara was SVP of Marketing at Salesforce where she was responsible for the positioning and go-to-market strategy for Sales Cloud, the world’s leading sales platform. At Salesforce, Sara held various leadership roles, including marketing for Desk.com and the Salesforce AppExchange. Before joining Salesforce, Sara worked in mobile strategy at E! Networks. She holds a BS in Business Administration from Bucknell University and an MBA from The Anderson School of Management at UCLA.
According to Sara Varni, every marketer is a demand gen marketer in some respect, because success is all about performance. But that doesn’t mean that every marketer needs to be a “spreadsheet jockey.” On this episode of Demand Gen Visionaries, Sara tells us why it’s important to combine the art and science of demand gen to fully master the art of B2B marketing.
Personalization is going to be the key to conversion moving forward.
[Demand gen is] a mix of art and science. You need a mix of short term wins that are easy to quantify and awareness tactics that are not perfectly simple to align attribution to.
It’s been a really crazy time to lead people but I do really believe we’re all going to come out of this stronger marketers.
Get under the hood as quickly as you can go look at your funnel top to bottom. Figure out where your biggest levers are and where you can have the most impact.
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