This episode features an interview with Lyndsey Rojas, CMO at IFS Ultimo, a SaaS enterprise asset management solution, focused on maintenance & safety and well known for a rapid deployment, ease of use and an unparalleled time to value.

In this episode, Lyndsey dives into leveraging partner marketing to move from a regional to a global player and making sure communication is transparent to maintain 98 percent customer retention.

Key Takeaways:

• Investing in your team, particularly with all the rapid changes in tech and AI, is uncuttable. It’s essential to equip your team to use new technologies and to be strong storytellers.
• Transparency through the full buyer's journey helps reduce friction in the customer experience by setting accurate expectations, ultimately resulting in high customer retention.
• Partnerships are especially valuable during times of budget constraints because it allows you to do more with less and helps companies move from regional players to global brands.

Quote:

• Search, paid search and social, they keep changing the game on us. The algorithm changes, cookie lists, all these things keep changing. It keeps us on our toes, and it is like a game you play. You know, you think, oh, I'll pull this lever, and maybe the cost-per-click will go down. And, it's not something that you can figure out one time and be okay with it. But, for us, like most B2B tech companies I think, it is the number one traffic generator for our website. It is the top two lead generator for us. So, it is something that we absolutely have to stay on top

Episode Timestamps:

*(02:35) The Trust Tree: Authentic communications and creating efficiency for customers
*(12:55) The Playbook: Doing more with less through partnerships
*(32:40) The Dust Up: Setting objectives with sales

*(33:45) Quick Hits: Lyndsey’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Lyndsey on LinkedIn
• Learn more about IFS Ultimo
• Learn more about Caspian Studios

This episode features an interview with Louise Clements, CMO at WorkJam, the world leader in the digital frontline workplace, revolutionizing how HQs and their frontline workforces work together.

In this episode, Louise discusses why she is no longer looking at attribution and is instead focusing on intent. She also dives into how she is using AI to automate and improve their marketing efforts and managing joint ownership of the funnel with sales.

Key Takeaways:

• AI makes marketing better by giving the team more time to reflect and think. CMOs should be investing in automation.
• Marketing is increasingly owning go-to-market and jointly owning the funnel with sales. This is a bit of an evolution, and it allows you to focus on influence over attribution.
• Obsessing over first and last touch attribution is not useful. CMOs should focus on driving intent.

Quote:

• “One thing that we've done is we've sort of stopped worrying about first touch and last touch attribution. I don't care. Is it ultimately working? You can drive yourself insane, worrying about specifics. Instead, it's looking at how all of those channels connect. And I think one of the greatest things in the last couple of years is, we’ve got these fabulous new tools. As B2B marketers, whether you use Sixth Sense or Demandbase or whatever, you can go in and understand intent in a way that we never could. So ,what I'm looking at is, are we driving intent? And then, let's time box that campaign and everybody who came in or who we touched. I want to understand what's the time lag? Are they going to come back? And I'm looking at things like that way more.”

Episode Timestamps:

*(03:41) The Trust Tree: The power of investing in PR

*(15:28) The Playbook: Focus on driving intent

*(41:05) The Dust Up: Agencies and fighting over scope

*(42:30) Quick Hits: Louise’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Louise on LinkedIn
• Learn more about WorkJam
• Learn more about Caspian Studios

This episode features an interview with Millie Hogue, VP of Marketing at Hakkōda, a modern data consultancy that helps companies harness cloud platforms and AI capabilities.

In this episode, Millie discusses the power of co-marketing with major partners like Snowflake, personalized one-to-one advertising strategies and optimizing tech stacks to maximize ROI.

Key Takeaways:

• Marketers are wasting an extraordinary amount of budget on unused tech spend. Part of a CMO’s strategy should include making sure they are optimizing on their investments in tech.
• If you want to partner with big organizations like Amazon and Snowflake, building a reputation for quality and reliability can help you compete for their attention and become a go-to partner for execution.
• Shift from the mindset of optimizing for productivity, and optimize for impact.

Quote:

• “I was reading an article the other day about marketing budgets and where everyone's allocating and how all of that is shifting. And marketing technology was the big thing that kind of kept coming up. And the takeaway from that was that right now, if you ask CMOs, they had a whole survey for 2024 Q1, about 50 percent of our tech stack is actually being utilized right now. So, of our technology investments, half, and that was so striking to me as someone who works in a data and technology space and knowing where this kind of industry is headed. There is no way that marketing is going to continue to exist if we have that much inefficiency in our technology spend. So, I think when I'm looking at strategy, not just for my next two quarters, but for my next three years, that's a huge piece of it. How do you invest in the right tooling and make sure that it's actually being adopted by your team? Because it looks a lot like we're kind of failing as an industry at that right now.”

Episode Timestamps:

*(02:53) The Trust Tree: The power of comarketing

*(21:39) The Playbook: Deanonimizing website traffic, intent data and personalized marketing

*(41:38) The Dust Up: Marketing and sales should not be fighting over attribution

*(43:40) Quick Hits: Millie’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Millie on LinkedIn
• Learn more about Hakkōda
• Learn more about Caspian Studios