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Dave Steer | Webflow
One universal truth of marketing for B2B Tech companies
B2B tech marketing requires constant adaptation to survive industry disruption. Dave Steer, Chief Marketing Officer at Webflow, brings two decades of scaling experience from GitLab, Cloudflare, and other category-defining companies. He explains why successful marketers treat their strategies like stock portfolios with both long-term anchors and rapid pivots. Steer outlines how experimentation frameworks help teams…
Play PodcastKelly Hopping | Demandbase
One alignment tactic every B2B company should implement
Sales and marketing alignment fails when teams optimize for different metrics. Kelly Hopping, CMO of Demandbase, explains how shared pipeline accountability transforms B2B revenue operations. She details moving SDR teams under marketing leadership while aligning both organizations to pipeline metrics instead of separate SQL and closed-won targets. The discussion covers implementing weekly funnel reviews and…
Play PodcastKelly Hopping | Demandbase
The number one thing marketers do that drives sales teams absolutely crazy
Marketing and sales teams clash over lead quality versus pipeline readiness. Kelly Hopping, CMO of Demandbase, explains why sales teams dismiss marketing's lead generation efforts. She reveals that sales wants fully qualified pipeline with verified budget, timing, and buyer intent rather than raw lead volume. The discussion covers how marketers can shift from vanity metrics…
Play PodcastGreg Kihlström | The Agile Brand
One word that describes how most marketing teams are using their martech stacks today
Most marketing teams are underutilizing their martech stacks today. Greg Kihlström, principal of The Agile Brand, shares how applying agile principles can maximize the value of existing marketing technology investments. He advocates for fully leveraging platform capabilities rather than using minimal features across multiple tools, which reduces integration costs and improves data accessibility. Kihlström emphasizes…
Play PodcastGreg Kihlström | The Agile Brand
Do agile processes deliver better ROI than integrating new martech tools?
Agile processes often deliver better ROI than new martech tools. Greg Kihlström, principal of The Agile Brand and advisor to companies like Adidas and Toyota, shares his expertise on implementing agile approaches to marketing technology. He emphasizes establishing good measurement frameworks before adding new tools, creating agreement on success metrics, and developing cyclical workflows that…
Play PodcastGreg Kihlström | The Agile Brand
How to operationalize marketing technology using agile approaches
Most marketers use less than half their MarTech stack's capabilities. Greg Kihlström, principal of The Agile Brand, shares how to apply Agile methodologies to maximize technology investments. His approach includes working in two-week sprints to test hypotheses, creating cross-functional squads that break down departmental silos, and measuring success through time-to-value metrics rather than just planning…
Play PodcastNadia Davis | CaliberMind
ABM for B2C: Marketing Genius or Complete Waste of Time?
Is ABM for B2C marketing viable? Nadia Davis, VP of Marketing at CaliberMind, shares her expertise in designing non-conventional ABM strategies built on MarOps excellence. She explains how to transform failing ABM programs into revenue generators, emphasizing the critical importance of data management before implementing new marketing technologies. Davis offers practical solutions for the "marketing…
Play PodcastNadia Davis | CaliberMind
Should Your CMO Report to Sales? (SaaS Org Chart Debate)
Should your CMO report to sales? Nadia Davis, VP of Marketing at CaliberMind, debates the organizational structure challenges facing SaaS companies. She argues against placing marketing under revenue leadership, explaining how short-term revenue focus can undermine long-term brand building initiatives. Davis shares insights on transforming failing ABM programs into revenue-generating systems through strategic MarOps excellence…
Play PodcastNadia Davis | CaliberMind
The five most important TLA’s for B2B marketers today
ABM programs often fail to deliver revenue results. Nadia Davis, VP of Marketing at CaliberMind, shares her expertise in transforming account-based marketing strategies into effective revenue generators. She breaks down the five most critical three-letter acronyms for B2B marketers today—ABM, CRM, MQA, MQL, and CAC—while explaining how to build holistic omni-channel ABM frameworks that contribute…
Play PodcastNadia Davis | CaliberMind
Why ABM strategies often fall short and how to fix them
ABM strategies often fail due to poor measurement and data unification. Nadia Davis, VP of Marketing at CaliberMind, shares her expertise in building effective account-based marketing frameworks from scratch in SMB organizations. She explains how to transform failing ABM programs by aligning sales and marketing KPIs, evolving metrics from reach to revenue over time, and…
Play PodcastAbout Marketing Channel: Marketing Operations
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