24 JUN 2020 · 2007 was a big year!      It’s the year Apple introduced the iPhone to the world.      It is also the year that InMobi was founded.      Leadership at InMobi recognized the impact that mobile devices were going to have on the world and created a company around that belief.      Today, they are a global organization with 19 offices around the world.      Supriya Goswami, VP & Global Head of Marketing for InMobi joins Allen to discuss micro and macro mobile trends, especially in light of the changes brought on by COVID-19.     With a strong background across the marketing space, and experience running teams across the globe, Supriya brings a high level of global thought leadership to the table.     What we talked about:  - Global mobile trends      - How COVID-19 is influencing behaviors     - What companies are doing to adapt to evolving changes     Additional Resources:      https://www.inmobi.com/         This post is based on an interview with Supriya Goswami of InMobi.  To hear the full episode, and many more just like it, subscribe to The Data-Driven Marketer podcast on Apple Podcasts, or our website.

27 MAY 2020 · Who’s visiting your website?      You might think you’ve got a grasp on the prospects that are visiting.      The ones that are showing interest in you.      And the reason you think you might have a good grasp on this is because of leads. If you know who your leads are, then you know who’s coming to your site, right?      Not necessarily.      Most of us don’t know what we don’t know about buying groups, how we’re fooling ourselves, and what the anonymous traffic to our sites actually means.      Thankfully, there are brilliant people like Kerry Cunningham in the world. Kerry is the VP and Principal Analyst at Forrester, as well as our guest on this week’s episode of The Data-Driven Marketer.      He helps shed light on:      - Why buying groups are so often overlooked     - What you can be doing to make the best use of your anonymous traffic      - What a 100+ year old Nobel Prize-winning physicist has to teach us about creativity     For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.

5 MAY 2020 · We are truly in the middle of a once-in-a-lifetime set of circumstances.   With most of the world being forced to work from home, and with events cancelled across the globe, a lot of ABM professionals are asking one simple question:  “How do we do ABM in the middle of a pandemic?”   It’s a valid question, really. This pandemic is forcing everybody to re-think how they’re doing business.   On our most recent episode of The Data-Driven Marketer podcast, we hear from Janet Polyakov. Janet is the VP of Growth and Product Marketing at Terminus, and in this episode, we talk all about:      ABM at Terminus and what sets it apart  The Ideal Customer Profile, and why it should be at the top of your list of priorities  What you can be doing in this new economy to keep your ABM relevant.    For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.

14 APR 2020 · Anyone who has been in Silicon Valley long enough can tell you: Messaging around AI has taken over too many company’s value propositions.  If you’re leading with AI, then you’re really missing the point. The real value is the value your solution brings.   AI is just the tool you use to get there.  That’s not to say AI isn’t amazing technology — it definitely is. But to successfully leverage AI, it can’t be seen as the end-goal, itself.   One person who knows just how powerful a tool AI can be is my guest today, Amit Pande, VP of Marketing and Strategy at Aviso.   Aviso provides an AI-powered solution for sales and revenue teams that integrates with CRM, email and other third-party repositories to drive predictive forecasts and deal execution.  It’s a great example of AI working under the hood to provide a solution.  And nobody likes to talk about one of the areas it’s working to solve: the “dirty” (not-so-) secret with CRM platforms.  In this episode, Amit goes over:   Why CRM platforms are great, but they can be even better  How gentle nudges become a powerful solution  Why automation matters   For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.

19 MAR 2020 · Only 13% of marketing and sellers have any confidence in their data. Ouch.  The majority of the buying cycle is happening in the dark funnel. Marketing and sellers need different types of solutions driven by data to help us uncover that dark funnel buying journey.  In this episode, I interview Latane Conant, CMO at 6sense, about what it means to “cheat” at marketing using data and AI.  What we talked about:   2 use cases where we can apply our confidence in data  3 ways we treat prospects like dirt  Account selection is where people fail  How AI identifies intent   Check out this resource we mentioned during the podcast:   Latane wrote an ebook about how ABM Is Just Good Marketing   For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts or at this link.

25 FEB 2020 · We’ve all been there: You send a thousand or more emails out and wait for the responses to trickle in.  Some don’t respond at all.   And the ones that do, give positive responses, negative responses, or straight up object to something in your email.  Which group do you follow up with first?  On this episode of The Data-Driven Marketer, Max Altschuler shared his answer to this (and more).  Max is a bit of a sales and marketing renaissance man--he’s VP of marketing at Outreach, author of “Sales Engagement” and founder of Sales Hacker, the online publication dedicated to sharing valuable B2B sales lessons.   We also talked about:   What sales engagement platforms are  How sales engagement platforms facilitate better experimentation  Why running your own experiments is more valuable than any advice you can get   For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.

4 FEB 2020 · Perhaps you’re in the midst of creating your own category, or perhaps you’re in a hotly contested market.      Either way, you’ve probably learned that buyers have changed. They’re smarter, more researched, and by the time they call a sales rep— they’ve probably already decided on what they’re going to purchase.     On this episode of the Data-Driven Marketer podcast, we invited Tyler Lessard, the VP of Marketing at Vidyard, to tell us how he’s helped create and dominate the video tech space for marketing and sales teams.       What we talked about:   Buyers now go through 80 - 90% of the buying journey themselves  Having a strong content marketing strategy  Doubling-down on key partnerships  Vidyard’s 3 attribution models  Reaching modern buyers and leading the conversation   For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or on our website.

21 JAN 2020 · Thought leadership can drive incredible PR gains, increase website traffic, and put your company in the spotlight. Data can drive better decision-making and improved sales.  So how can you combine those to provide outstanding thought leadership, powered by the engine of data?  It’s called data-driven thought leadership.  And we asked the guy who knows how to use it. His name’s David Thompson.  David is the CMO at Freshworks, and he remembers being involved with SaaS at its conception, self-identifying himself as a “SaaS dinosaur.” His resume includes launching Internet Explorer for Macintosh while at Microsoft, launching his own company, and consulting for 25 others in the Bay Area. He holds a bachelor’s from Yale.      What we talked about:   4 ways to ensure data-driven thought leadership:     1) CMOs: Make decisions that impact sales  2) Bring end users into the decision-making  3) Don’t get ‘hyped’ (example: AI)  4) Tie the data into the bigger story    Is AI helping you or not?  Customers are starting to have end-users involved in software selection  An example from when David worked with Google      Study mentioned on the podcast: Voice in the Choice  For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.

7 JAN 2020 · Pendo had a fairly simple go-to-marketing plan: build an incredible tool for product teams, focus your content on product teams, and continue to create community around product teams.     At first, VCs doubted the approach, touting that “product teams didn’t have discretionary budget.” But Pendo stayed the course. Now, $206MM in funding later, with 1,600 clients and 400 employees across 6 offices, we’d their customer-centric approach is working.     On this episode, Pendo’s CMO, Jake Sorofman, gives us 3 keys to a go-to-market strategy that creates raging fans.      What we talked about:   Focus on your fanbase. The rest will follow  Don’t stop at a widget. Build a community  Invest heavily in brand  User conferences  Editorial content  Go-to-market strategy  Content marketing  After focusing on their fanbase, every other team became interested      For more interviews from the Data-Driven Marketer podcast, check us out on Apple Podcasts, or at this link.

31 DEC 2019 · Ashish Agrawal is Head of Digital Marketing at Zycus, a company that has been growing like mad for some time.  Ashish attributes this growth to, well, their attribution model.   This model looks at every contact an account has had over the course of the year to get a holistic view of what works—and what doesn’t.   In this episode, we explore:    Why LinkedIn has been so successful for demand gen  Why Zycus has leaned into video recently.  How Zycus handles attribution.   Check us out on Apple Podcasts, or at this link.