Leader Generation

Klaas

Youngoliver

Rayfordcardenas

Claireweaver

16 Subscribers

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tenloradio
@tenloradio

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💸 Business 🤑 Marketing

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Leader Generation

The Leader Generation podcast features conversations, interviews and Q&As with Tessa Burg and influential marketers in the B2B and B2C industries who share how to win at digital and pipeline marketing.

Klaas

Youngoliver

Rayfordcardenas

Claireweaver

16 Subscribers

Mar 21 · 34m Building Brand Communities & Measuring Brand Engagement On Discord On this episode of Leader Generation, host Tessa Burg and co-host Mat Segal are joined by Lauren Rothwell, the Co-Founder, and CEO of Blaze—a web3 customer engagement platform. The three of them discuss how Discord, a popular communication platform originally designed for gamers, can be leveraged by B2C and B2B marketers to build brand communities and engagement. Whether you're new to Discord or already using it for your brand, this episode offers valuable insights and actionable advice for marketers looking to build strong online communities. About Lauren Rothwell: Lauren Rothwell is the Co-Founder and CEO of Blaze, a community growth tool It seamlessly centralizes data from key platforms like Discord and Twitter. This helps make community management and marketing easier. Plus, helps companies understand their users better, so they can create personalized experiences. About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment, and experiences. About Mat Segal: Mat Segal is a Digital Producer at Mod Op. He’s a seasoned communicator and planner with a decade of experience bringing digital concepts and campaigns to market. With a specialty in digital strategy and production, he’s fluent in all aspects of digital marketing, from creative and launches to tracking and trafficking.
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Mar 7 · 12m Unscripted: Bonus Episode On AI & Machine Learning Welcome to this bonus episode of the Leader Generation podcast. We’re bringing you an unfiltered conversation about one of the most high-trending topics in marketing today—AI and machine learning. Sometimes, the most interesting conversations happen before or after a planned podcast interview. This is one of them. We had the pleasure of talking with Lauren Rothwell, Co-Founder and CEO of Blaze, to discuss the impact of AI and machine learning on the marketing landscape. From data collection and analysis to natural language processing and image generation, these technologies are transforming the way we approach marketing. We're excited to share our insights and perspectives with you. So, grab a cup of coffee, sit back and enjoy this unscripted chat about the future of marketing. About Lauren Rothwell: Lauren Rothwell is the Co-Founder and CEO of Blaze, a community growth tool It seamlessly centralizes data from key platforms like Discord and Twitter. This helps make community management and marketing easier. Plus, helps companies understand their users better, so they can create personalized experiences. About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment, and experiences. About Cheryl Boehm: Cheryl Boehm is Co-Host of the Leader Generation podcast Director of Copywriting at Mod Op. She’s a digital content writer who strives to deliver the best online experiences to customers and prospects that, ultimately, lead to company growth for clients. Cheryl pushes to personalize content strategy with an individual “cheat code” that empowers each client to reach their end game fastest. About Mat Segal: Mat Segal is a Digital Producer at Mod Op. He’s a seasoned communicator and planner with a decade of experience bringing digital concepts and campaigns to market. With a specialty in digital strategy and production, he’s fluent in all aspects of digital marketing, from creative and launch to tracking and trafficking.
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Leader Generation Feb 21 · 33m Maximizing The Value Of Your Website For Your CPG Brand In this episode, we explore how a strong online presence for CPG brands is more important than ever. Lucie Repshire and Jenn Day join us from Colgate-Palmolive, Europe for an in-depth discussion on topics, including: Shifts in the CPG buying process and the impact on digital and e-commerce The evolution of online search How to distinguish between short- and long-term consumer behavior trends Changes in go-to-market strategies The evolution of marketing data use How content creation can improve the consumer experience online Consumer search intent and how it shapes content strategies As consumer behaviors continue to evolve, it’s important to rethink the role of your website for your CPG brand. We hope you found the insights shared by our experts valuable and informative. Until next time! This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op. About Jenn Day: Jenn Day is the Senior Search & Engagement Lead at Colgate-Palmolive, Europe. She designs people-centric, multi-channel strategies to drive awareness of and engagement with ColPal brands across Europe. As a key member of the European Division, Jenn works closely with regional and global teams to ensure all product and equity marketing activities maximize storytelling and drive conversion in the social and digital space. About Lucie Repshire: Lucie Repshire is the Senior eCommerce Manager at Colgate-Palmolive, Europe. She’s a digital marketer experienced in driving and managing ecommerce and digital expertise across multiple regions in large international and start-up companies. Highly organized and motivated by a challenge, Lucie finds creative ways for new technologies to build business results. About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Feb 7 · 30m Web3 for Marketers: Navigating the Future of Decentralized Technology In this episode, Justin Vogel and Tessa Burg provide a comprehensive overview of Web3 technology and its impact on the marketing industry. They start by defining Web3 and explaining the difference between Web2 and Web3. They then delve into how marketers can use Web3 to connect with more customers and create new experiences for them. You’ll also hear tips for getting started with Web3. This includes how to use low-visibility experiences to test the technology. Justin and Tessa also cover topics such as marketing attribution for Web3, the data that can be gathered with this technology, and the importance of privacy in the decentralized world. They end with insights into untapped opportunities for marketers and brands. Plus, offer recommendations for where to learn more about Web3. Overall, this episode is a must-listen for marketers looking to stay ahead of the curve in the rapidly evolving world of decentralized technology. About Justin Vogel: Justin Vogel is the Co-founder of Safary, a community-first company rebuilding the marketing stack in Web3 starting with attribution. Web3 teams use the Safary platform to understand their customer acquisition cost (CAC), channel return on investment (ROI) and customer lifetime value (LTV). The community consists of the top web3 growth leaders who exchange insights and work together to reverse-engineer Web3 growth tactics seen in the wild. About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Jan 24 · 34m Unleashing the Power of AI in Creative Marketing In this episode, we explore the ways in which artificial intelligence is revolutionizing the creative side of marketing. From AI-generated content to automated creative optimization, we delve into the latest technologies and strategies for harnessing AI's power to enhance your creative campaigns' effectiveness. Join us as we speak with industry expert Michael Francello, and discover how you can leverage AI to take your marketing to the next level. This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op, and co-hosted by Ray Singer, Executive Vice President of Technology at Mod Op. About Michael Francello: Michael Francello is Director of Innovation at Shutterstock, a leading global content and creative platform. He spends his time collaborating both internally and externally to understand how Shutterstock.AI-powered tools and applications can help clients navigate an uncertain future and ultimately create with confidence. About Ray Singer: Ray Singer is the Executive Vice President of Technology at Mod Op. Throughout his career in marketing and technology, Ray has demonstrated experience in user experience, web design, rapid prototyping, and site architecture. Day-to-day, Ray oversees a cross-disciplinary global business unit of 40 team members. Disciples include design, user experience, development, technical project management, and quality assurance. About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Jan 10 · 30m How Brands Can Engage With Customers On Discord Discord offers an excellent opportunity for companies to build a strong community of followers. How can brands engage with their customers on this social platform? Digital Producer Mat Segal and Product Strategist Tom Madrilejos from Mod Op share some tips on how brands can maximize the potential of Discord. Listen to this episode to hear about the following topics and more: What is Discord How do people use it What drives Discord’s popularity Community management on Discord How brands can add value on the platform Identifying and engaging “super users” The role of Discord among niche social platforms Key takeaways for brands evaluating Discord This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op. About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Dec 20 · 5m Refreshing Your Customer Retention Program In 2023 Customer retention is a critical component of any business. If you lose too many customers, you won’t be able to survive. This can be caused by various factors, including poor service, flawed product design, and unyielding customer demands. If you want to ensure customer retention in the future, it’s important to have a customer retention strategy in place. This plan should include clear goals, targets, and measurable metrics to track progress. Hear three tips in less than six minutes to help you improve customer retention rates in 2023 and beyond. This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op. About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. As Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment, and experiences
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Dec 6 · 42m Riding The Marketing Roller Coaster Into 2023 All the ups and downs have made the last few years a wild ride for marketers. What impact do these challenges have on brands? And what’s next for 2023? Lisa Colantuono joins Tessa Burg on the Leader Generation podcast. During their conversation, they hit on a wide spectrum of topics, including: What’s keeping CMOs up at night Agency/client relationships Brand vs. Demand Personalization Where to spend marketing budget in 2023 And more This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op. About Lisa Colantuono: Lisa Colantuono is the President of AAR Partners. She’s been immersed in advertising and marketing for more than two decades. Since June 2001, Lisa has worked directly with a myriad of marketers on agency reviews and has counseled numerous clients on finding the best communications partners for their needs. Caught in a unique position between clients who want a clean, smooth review process and agencies who want every possible advantage, Lisa is adept at remaining unruffled and gets the job done in a fair and positive manner for everyone involved. She not only believes in “enduring partnerships that matter,” but also is enthusiastic about creating them. About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Leader Generation Nov 22 · 25m Employer Branding & Its Role In Recruitment Employer branding is essential in today’s competitive job market. It not only creates a positive impression of your organization but also helps attract top talent. On this episode of Leader Generation, experienced brand marketing professional Whitney Cornuke answers questions such as: How important is employer branding in recruiting? What are the benefits of employer branding? How does it differ from other forms of marketing? Employers who invest time and resources into their employer brand will likely see higher levels of employee retention and productivity. Listen now to hear ideas and get inspired. This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op. About Whitney Cornuke: Whitney Cornuke is the Senior Vice President of Marketing at TalentLaunch. She has fifteen years of experience in driving businesses through strong P&L management, financial analysis, product innovation and go-to-market strategy, brand strategy and multi-media communications, team leadership and people development, and retail strategy and partnership. Whiney is also passionate about coaching and developing talent to build high-performing teams. About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Nov 8 · 22m Part 2: Shift To The Future With Machine Learning Matz Lukmani, Product Lead at Google, joins us once again on the Leader Generation podcast. In Part 2, Matz focuses on Performance Max a new goal-based campaign type that allows marketers to access all of their Google Ads inventory from a single campaign. Powered by machine learning, Performance Max helps marketers drive performance based on specified conversion goals. In Part 1, he answered common questions from marketers about Google Analytics 4. Tune in to hear how these tools can help marketers improve overall measurement, strategy, and performance. This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op. About Murtaza (Matz) Lukmani: Matz Lukmani (EMEA Product Lead, Performance Max & Attribution) based in London (UK) has been with google for +7 years working on products like Google Analytics 360, Google Ads, Search Ads 360, and Firebase Analytics. He currently leads Performance Max Campaigns and Attribution offerings within Google Ads, Search Ads 360, and Google Analytics in EMEA. About Tessa Burg: Tessa Burg is the Host of the Leader Generation podcast and Chief Technology Officer at Mod Op, a full-service marketing communications agency focused on using the right methods to help clients capitalize on their opportunities. Originally part of Tenlo, Tessa became part of the Mod Op team in 2022 after Mod Op’s acquisition of the company. In her previous role as vice president of technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, she oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment, and experiences.
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Oct 25 · 17m Shift To The Future With Machine Learning Measure Better With Google Analytics 4 & Perform Better With Google Performance Max On July 1, 2023, Google Universal Analytics (UA) will stop processing new website data. That’s due to the introduction of Google Analytics 4 (GA4), a next-generation analytics tool powered by machine learning. What do marketers need to know about GA4? How does it track data differently? What role does it play in the martech stack? What is Google Performance Max? What’s common between Google Analytics 4 and Performance Max? Matz Lukmani, Product Lead at Google, answers questions about GA4 and Performance Max. He also shares how these tools can help marketers improve overall measurement, strategy, and performance. In Part 1, Matz focuses more on GA4. Listen to Part 2 to hear all about Performance Max. This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op. About Murtaza (Matz) Lukmani: Matz Lukmani (EMEA Product Lead, Performance Max & Attribution) based in London (UK) has been with google for +7 years working on products like Google Analytics 360, Google Ads, Search Ads 360, and Firebase Analytics. He currently leads Performance Max Campaigns and Attribution offerings within Google Ads, Search Ads 360, and Google Analytics in EMEA.
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Oct 11 · 6m 5 Misconceptions About Google Analytics 4 (GA4)In July of 2023, GA4 will replace Universal Analytics. The shift to has left marketers with more questions than answers. Plus, plenty of misconceptions. In under six minutes, Tessa Burg quickly hits on five common myths about GA4. She then delivers the truths as well as some tips on how to make the most of the new GA4 platform. About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op, a full-service marketing communications agency focused on using the right methods to help clients capitalize on their opportunities. Originally part of Tenlo, Tessa became part of the Mod Op team in 2022 after Mod Op’s acquisition of the company. In her previous role as vice president of technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. Moving into her role as CTO, she’ll oversee Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Sep 20 · 30m The Death Of MQLs: How To Measure Marketing Performance Most of today’s marketing performance is measured by MQLs. A marketing-qualified lead is a prospect that the marketing team determines is worthy of being passed along to the sales team. The challenge? Salespeople in the B2B space typically look for best-fit accounts versus individual prospects. Therefore, marketing and sales aren’t on the same page. Jon Miller, Chief Marketing Officer at Demandbase, discusses marketing and sales alignment. Using data to access purchase intent. Switching to MQAs (marketing qualified accounts) as a performance metric, and so much more. Listen to this episode of the Leader Generation Podcast hosted by Tessa Burg, Chief Technology Officer at Mod Op. About Jon Miller: Jon is a marketing entrepreneur and thought leader. He is currently the Chief Marketing Officer at Demandbase, the leading account-based marketing platform. Previously, Jon was the CEO and founder of Engagio (acquired by Demandbase) and was co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation. Jon is a frequent speaker at conferences including Dreamforce, MarketingProfs B2B, Marketing Operations Executive Summit, OMS, and the Marketing Nation Summit. He is also the author of numerous e-books, including Complete and Clear Guide to Account-Based Marketing and the Definitive Guide to Marketing Automation. About Tessa Burg: Tessa Burg is Chief Technology Officer at Mod Op, a full-service marketing communications agency focused on using the right methods to help clients capitalize on their opportunities. Originally part of Tenlo, Tessa became part of the Mod Op team in 2022 after Mod Op’s acquisition of the company. In her previous role as vice president of technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. Moving into her role as CTO, she’ll oversee Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Sep 8 · 32m The Future Of Data For B2B Marketers Data drives B2B marketing. But many marketers question how upcoming changes will shape the future of digital marketing. What’s happening with cookies? How will the migration to Google Analytics 4 (GA4) impact marketing? Is there new legislation around customer data? Tim Hayden, CEO of Brain+Trust, talks about data unification. He also discusses trends in data strategy and what B2B marketers should focus on now and in 2023. This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op. About Tim Hayden: Tim Hayden is the founder and CEO of Brain+Trust, a strategic consultancy that empowers brands to grow revenue by leveraging their primary data. Before Brain+Trust, he headed marketing at Zignal Labs, a real-time media intelligence platform used by Facebook, Google, Uber, IBM, and others to identify influencers and for reputation management. Hayden is also former head of the Mobile program at Edelman Digital in North America. He has served as a catalyst for transformational change within some of the world’s leading brands, including Dell Technologies, Bacardi USA, McDonald's, Shell Oil, Hilton Worldwide, Kraft Foods, and Walmart. About Tessa Burg: Tessa Burg is Chief Technology Officer at Mod Op, a full-service marketing communications agency focused on using the right methods to help clients capitalize on their opportunities. Originally part of Tenlo, Tessa became part of the Mod Op team in 2022 after Mod Op acquired the company. In her previous role as vice president of technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. Moving into her role as CTO, she’ll oversee Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment, and experiences.
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Leader Generation Aug 23 · 27m Marketing Support Businesses Need To Successfully Sell Your Products As B2B marketers, it’s important to understand what businesses in service and trade industries need from us. What marketing support could help operators, contractors, dealers, brokers and owners better sell our products? Mark Wilson—Marketing Manager at Fire & Ice Heating and Air Conditioning—shares his insights. He talks about the importance of products with brand equity, support that fuels his company’s marketing efforts, local activations from manufacturers, and more. About our guest, Mark Wilson: Mark Wilson is the Marketing Manager at FIRE & ICE Heating and Air Conditioning. He’s a marketing communications professional with 12+ years of experience in the field. Mark has a wide array of project experience in team management, inbound marketing, lead generation and more. This experience is complemented by a robust technical skillset. Mark enjoys utilizing his skills to maximize the potential of those he works for and supervises. About our host, Tessa Burg, CTO, Modop Tessa Burg is Chief Technology Officer at ModOp. She’s been leading data-driven marketing and technology teams for 15+ years. Tessa has deep skills in many areas, including digital marketing, user experience, technology strategy and application architecture. Tessa believes in taking a tech-agnostic approach to marketing development. It maximizes a client’s existing technology investment. Plus, empowers clients to easily use, manage, measure and scale their platforms on their own.
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Aug 8 · 16m Returning To In-Person Sales & Marketing Events In-person sales and marketing events are a great way to connect with potential customers and build relationships. They also provide a unique opportunity to meet new contacts, network with other professionals and create community. But what does it take to build a tight-knit community? And how do you drive traffic to in-person events post-pandemic? Tessa Burg catches up with Cathy McPhillips during MAICON (Marketing AI Conference). Cathy discusses what it’s like to host an in-person event in 2022 as well as lessons she learned along the way. About Cathy McPhillips: Cathy McPhillips is the Chief Growth Officer at the Marketing Artificial Intelligence Institute, overseeing product growth, marketing, sales and customer experience. McPhillips was VP of Marketing at the Content Marketing Institute and their flagship event, Content Marketing World, for almost a decade. She owned her own strategic marketing consultancy focusing on nonprofit and service sector marketing and media and was media supervisor at Wyse Advertising in Cleveland. She was part of Ohio University’s Jerry L. Sloan Visiting Professionals in Public Relations program, and regularly guest lectures at area colleges and universities. McPhillips was named a Folio: Top Women in Media, a MarTechExec 50 Women You Need to Know in Martech, and currently sits on Ohio University’s College of Business Marketing Advisory Board.
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Jul 27 · 27m Why Brand Loyalty Is More Important Than Ever US inflation skyrocketed to a 40-year high. Today’s consumers face price hikes on everything from clothing to groceries—and all the categories in between. Can well-known brands maintain customer loyalty? Can they prevent buyers from trading down and purchasing products based on price? Kevin Krekeler and Tessa Burg discuss the importance of brand loyalty and how marketers can cultivate it to build customer retention. Hear all about it on this episode of Lead(er) Generation. About Kevin Krekeler: Kevin Krekeler is the Director of Client Engagement at Mod Op. In his role, Kevin connects the agency with new clients. Plus, develops strategies to help existing clients connect with their customers. With his broad experience in B2B and consumer markets, Kevin understands the business challenges that clients face. He also provides the expertise to help them achieve the results they expect.
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Jul 11 · 23m Tips To Execute Account-Based Marketing Strategy Account-based marketing is one of the most effective ways for B2B companies to reach decision-makers of right-fit accounts. In our live ABM Panel Discussion, marketing and sales leaders explained why account-based marketing is so beneficial for B2B. On this episode, we continue the conversation and dive into ABM execution. Katie St. Peter answers questions about resources, technology, tools, marketing channels, measurement, and more. Follow along for tips on how to kickstart your ABM strategy. About Katie St. Peter: Katie St. Peter is a marketing professional with specialties in account-based marketing, digital transformation, demand generation, sales enablement, SEO/SEM, experiential marketing, content writing, website design, and PPC. She’s currently the Digital Campaigns Manager at the threat intelligence company, Cybersixgill. Previous employers include Rockwell Automation, where Katie gained her passion for account-based marketing. Plus, Nordson Corporation, where Katie introduced account-based marketing programs to drive revenue.
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Jun 22 · 29m How To Bridge The Gap Between Sales and Marketing Marketing and sales are both important parts of any business. However, if they don't work together, then there is no way to succeed. How do you show the value of marketing to sales, especially in B2B industries like manufacturing? Long-time manufacturing marketer, Monica Gasbarre, talks about how to align marketing to organizational sales goals. Plus, how to build strong relationships on a foundation of communication and collaboration so marketing and sales act as one team. Listen to this episode to learn how to bridge the gap. About Monica Gasbarre: An experienced marketing leader, Monica is the Director of Marketing & Sales Operations at Spartronics. She has a strong reputation for developing strategic marketing plans that she oversees from initiation to final execution. Monica supports and achieves corporate objectives by successfully managing programs dedicated to customer retention, lead generation, demand generation and sales enablement.
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Jun 7 · 36m Can ABM Strategies Improve Lead Generation?When it comes to B2B sales and marketing, account-based marketing (ABM) is a hot topic. That’s because a buying group is typically made up of 6-10 people who must collaborate to make final enterprise decisions. How can you use ABM to target the decision-makers on specific accounts? Can you leverage digital marketing tools for ABM? Does AMB increase the quality or quantity of leads? In this episode, we interview ABM leader, Ryan Elmiger. He answers common questions, shares his knowledge, and talks about the relationship between ABM and lead generation. About Ryan Elmiger: Ryan Elmiger has 20+ years of marketing experience in B2B and B2C. He is Account-Based Marketing (ABM) Certified by ITSMA and currently holds the position of ABM Government Cluster Lead at ServiceNow. Ryan works alongside the sales team to develop ABM strategies for high-value accounts. He ensures all marketing activities target the right account stakeholders. Plus, drives the strategy for hyper-personalized content that speaks to specific account needs and imperatives.
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Leader Generation May 25 · 22m Part 3: Independently Owned Restaurants Series The restaurant industry has been hit the hardest during the pandemic. According to the National Restaurant Association, 110,000+ food and beverage establishments in the U.S. temporarily or permanently closed for business. How did local restaurants stay afloat? What creative pivots did they embrace? Were the changes temporary or here to stay? If you’re a marketer or salesperson in the restaurant industry, you need to know how independent operators tick. Listen to this conversation with the co-owner of a local Vietnamese restaurant to better understand the needs and challenges independents face. About Chris Nguyen Chris Nguyen is the co-owner of Superior Pho Vietnamese Restaurant. Under his leadership, the small, ethnic, mom-and-pop restaurant has become a local household name. In fact, Superior Pho has received accolades and recognition from national media outlets such as Food Network Magazine, The Travel Channel, Esquire Magazine, Buzzfeed and more. Chris is dedicated to serving under-resourced and underrepresented communities. He’s used his position at Superior Pho to employ and empower a variety of underrepresented people from various communities and teach leadership through service.
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May 17 · 31m Part 2: Independently Owned Restaurants Series Independent restaurant owners face many challenges that are unique to those of large chains. If you work in sales or marketing for the food service industry, you must understand these differences to successfully communicate with Independents. The best way to learn? Hear the struggles and needs of restaurant owners first-hand. Listen to industry veteran, Laurie Torres, share the ups and downs of restaurant ownership on this episode of the Lead(er) Generation podcast. About Laurie Torres: Laurie Torres is the Owner of Mallorca, a fine-dining experience in Cleveland, Ohio. She manages the operational and strategic vision of the restaurant, which has been serving Spanish and Portuguese cuisine for 20+ years. Laurie is instrumental in identifying emerging trends in the food industry. She serves as the President of Cleveland Independents. Plus, she’s won multiple industry accolades, including the 2021 Rising Star Award by the Ohio Restaurant Association.
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May 10 · 33m Part 1: Independently Owned Restaurants Series Independent restaurants offer unique dining experiences, such as farm-to-table meals or craft cocktails. But they also face unique challenges that are far different than those of large restaurant chains. Offering solutions to the difficulties that independents face, may mean the difference between a win or loss for both sales and marketers in the food service industry. What are the biggest challenges of independent restaurant operators? How has the pandemic changed their business? How can suppliers, sales and marketers deliver better support? Hear the answers to these questions—and more—from Jess Edmonds, Catering Director & Partner at Spice Hospitality Group, on this episode of Lead(er) Generation. About Jess Edmonds: Jess Edmonds is the Catering Director & Partner at Spice Hospitality Group. She has nearly two decades of experience in the food and beverage industry. Jess honed her service talents in high-traffic Cleveland hot spots before joining Spice Catering Co. in 2008. In 2015 she moved into the Catering Director role and manages an incredible team of Event Planners that create exceptional dining experiences all over town. Jess also lends her hand to general operations of The Spice Companies, planning the annual Plated Landscape Calendar and fostering business relationships throughout Cleveland, OH.
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Apr 27 · 30m The Role Of Market Research In B2B Lead Generation Market research helps marketers gain insights into consumer behavior, attitudes, opinions, and preferences. But how important is it in B2B lead generation and marketing communication? Can market research help you develop more effective strategies and campaigns? Explore this topic with expert market researcher, Lauren Schmidt from the full-service marketing research and consulting company NSRC. About Lauren Schmidt: Lauren Schmidt is the Senior Director of Client Services & Strategy at NSRC. She has 20+ years of quantitative research experience with clients in a wide range of industries. While Lauren has an extensive skill set, she’s most passionate about B2B and Voice of Customer (VoC) research as well as driving ROI. Lauren’s philosophy is that market research is a necessity—not a luxury.
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Apr 11 · 35m What Is The Role Of Marketing Technology In Lead Generation?Are you struggling to get leads? Are you looking for ways to improve your sales funnel? If yes, then you should definitely join us to explore the role of marketing technology in lead generation. Marketing technology has become a crucial part of every company’s strategy. From CRM software and email marketing platforms to analytics and automation tools, technology plays a vital role in improving the efficiency and performance of your marketing campaigns. Technical demand generation marketer and returning guest, Hana Jacover, joins Tessa Burg on this episode of Lead(er) Generation. She answers questions and provides tips on how marketers can leverage the power of marketing technology to generate leads. About Hana Jacover: Hana Jacover is the Chief Hype Officer at Hype House Consulting & Coaching. She is a technical demand generation marketer with a proven track record of strategies and programs that accelerate revenue. Hana has deep experience in the optimization of high-performance tactics and marketing automation technologies that build and measure the pipeline. She also has a thorough understanding of marketing strategy as well as data, attribution and execution.
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