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What's up everyone, today we have the pleasure of sitting down with Moni Oloyede, Founder at MO Martech. Summary: Your buyers can't remember why they bought from you, our brains physically can't store that information correctly. But we've built elaborate attribution systems pretending otherwise. Moni helps us understand why we need to stop crediting random touchpoints and start measuring how effectively each content piece performs its specific job in moving people through your funnel. We also cover why not all marketing activities need to drive revenue, why you shouldn't ditch ideas just because you can't track them and why GTM engineering is just job title inflation. About MoniMoni started her career at Sourcefire, a cybersecurity company where she dabbled in everything from Eloqua, Salesforce and AdwordsShe shifted to the agency world and joined a revenue marketing agency and later a growth consultancyShe went back in house in cybersecurity where she would spend the better part of 5 years becoming a Director of Marketing InfrastructureToday Moni (moo-nee) is the founder of MO Martech where she teaches and runs workshops to help business that struggle with marketingMost Tech Stacks Are Stitched With Duct TapeBorn in the prehistoric age of marketing automation, Moni witnessed marketing technology evolve from early concept to tablestakes. Her first employer, a cybersecurity company, maintained such intimate ties with Eloqua that they earned a literal place in the vendor's office. "I cut my teeth in the early days of lead scoring and nurturing, like all those concepts were new," she recalls. While most marketers today inherit established systems, Moni helped build the prototype.Those early days bristled with raw technological potential. Her CMO burst back from a conference, wide-eyed about "this new thing called the Cloud." Marketing teams fumbled through uncharted territory, concocting solutions with no rulebook. Moni found herself repeatedly cast as the test subject for nascent concepts:* Early lead scoring algorithms that barely understood buyer intent* Rudimentary nurture campaigns that seem prehistoric by today's standards* Primitive ABM approaches before the category even existed* First-generation dynamic content that barely qualified as "dynamic"Her technical immersion might have continued indefinitely, but a pattern emerged across agencies and client engagements. The technology consistently underdelivered on its promise. "We seem to get to a point and then we can't ever get to the promise," she explains. The gap between vendor slideware and actual results remained stubbornly unbridgeable regardless of budget size, team composition, or technical architecture.This revelation propelled Moni toward the marketing roots beneath the technology. She uncovered the industry's dirty little secret: nobody has their marketing technology working smoothly. Not even close.> "Everybody always thinks that other people's tech stacks are perfect. You attend webinars and listen to podcasts and think, 'oh my gosh, that brand has it all figured out. Why don't I have it figured out?'"Pull back the curtain on these supposedly perfect marketing technology implementations and you'll discover chaos. That Fortune 500 company presenting their "integrated customer journey orchestration"? They can't even track basic lead conversion properly. That unicorn startup showcasing their "AI-powered personalization engine"? Most of their segments contain default content. The larger the company, the more chaotic the implementation. "The bigger the company, the more mess it is," Moni confirms. "It's more duct tape and glue and just hobbled together things."Marketing technology works as an amplifier, not a miracle cure. "Technology is not automagical," Moni states bluntly. "It can only do so much, and if the marketing's bad, the technology is not going to fix that." Her journey from tech specialist to marketing strategist stems directly from this understanding: fix the foundation first.Key takeaway: Stop comparing your messy marketing stack to the sanitized versions presented at conferences. Even the most sophisticated enterprises run on cobbled-together systems and manual workarounds. Focus first on creating marketing that resonates with real humans, then apply technology selectively to amplify what already works. You'll save yourself the frustration of trying to automate broken processes while building something sustainable that actually delivers results.The Marketing Ops Identity ParadoxMarketing operations professionals inhabit a peculiar career limbo. You build the systems that power modern marketing, yet find yourself trapped by your own expertise. Moni, a 16-year marketing veteran, captures this frustration perfectly: "For at least 10 years I've been doing my damnedest to try to run away from marketing ops, and it won't let me go."> "No matter what I do, I can't get away from it even though I've tried forever."This career quicksand pulls you back each time you attempt to climb out. Your specialized knowledge becomes both your superpower and your career ceiling. While executives strategize future campaigns in boardrooms, you transform their whiteboard sketches into measurable reality. The truth? Marketing strategy without operational execution amounts to wishful thinking on a slide deck.The operational brain works differently. You see systems where others see individual campaigns. You spot integration failures where others blame the platform. Your value comes from this unique perspective—connecting dots across the marketing ecosystem that others don't even know exist. Moni describes this experience viscerally: "There's so much nuance into making it work that they don't get or understand unless you're in it or have that historical knowledge."Marketing ops professionals often bear the weight of accountability without corresponding authority. When campaigns fail, executives look to you for answers. As Moni explains, "Since you're responsible for the results and the analytics, you feel like it's on you. When it doesn't happen, they come to you." This creates immense pressure: "You feel that pressure and it's like, 'but you gave me a crappy campaign that doesn't have good messaging and doesn't make sense to anybody. I'm not a magician.'"Rather than fighting this identity, Moni transformed it into something bigger. She embraced her role as a "marketing educator" focused on teaching fundamentals to a generation that reduces marketing to:* Getting attention* Creating content * Generating leads"That's the result," she argues. "That's not what marketing is." This educational perspective allows her to leverage her operational expertise while addressing systemic issues in marketing practice.Key takeaway: Your marketing operations expertise gives you unique system-level insights nobody else possesses. Stop trying to escape this identity. Instead, use your operational knowledge to command respect by translating technical realities into business language executives understand. Create clear boundaries around what technology can and cannot solve. When handed unrealistic expectations, respond with specific prerequisites for success. Your value comes from connecting strategy with execution; making you the bridge that transforms marketing from theory into measurable results.Stop Crediting Random Marketing Assets For ConversionsThat gnawing feeling you get when reviewing complex attribution reports should be trusted.. Your instincts know something your dashboards don't. Moni cuts through years of marketing dogma with a refreshingly brutal assessment: "I thi...
In this episode, we talk with Mark Organ, who created not one, but two software categories: marketing automation at Eloqua and advocate marketing at Influitive. These days, he coaches founders through the highs and lows of category creation at Categorynauts — and he specializes in deeply insightful and contrarian takes. Mark explores the evolving landscape of AI and its potential impact on business and technology. Organ projects how AI will further transform software development, scientific research, and industry strategies. He offers a nuanced perspective on technological innovation, highlighting the importance of human insight alongside machine capabilities. With a focus on practical applications and future trends, Organ provides listeners with a strategic view of how AI could reshape product development, market creation, and professional skills. His key quote, "I'm excited about the next wave of software that really could not exist without AI," encapsulates the episode's forward-looking approach to technological innovation.About Mark Mark OrganCEO Coach at Categorynauts, Founding CEO of Influitive and Eloqua. Author of WSJ and Amazon best-seller The Messenger is the Message, and Co-Host of The Best Half Showhttps://www.categorynauts.comhttps://www.linkedin.com/in/markorgan
Victoria Read Kan is the Vice President of Marketing at Newport Healthcare. With the help of Eloqua, she has taken a highly talented marketing team from good to great. This well-oiled machine is now leading the industry with more incoming volume for the business than ever before as well as more sophisticated connections with each lead and engagement point. Victoria shares her experience with utilizing Eloqua to level up an already exceptional team.
What's up everyone, today we have the pleasure of sitting down with Jim Williams, CMO at Uptempo. Summary: Forget version control spreadsheets and stale budgets, Jim's take on marketing planning is about putting purpose behind every dollar. Instead of throwing darts at a board, focus on creating a blueprint that connects goals to actual business impact. For him, goals shouldn't be handed down from the top like a royal decree but hammered out together with practitioners so they're ambitious… but you know, grounded in reality. Marketing Ops pros are the unsung heroes, bringing sanity to the madness with data and KPIs that keep every piece aligned. Plus, AI's set to take over the boring bits—updating data, tracking budgets, making sure no dollar gets lost—leaving marketers free to do what they do best: make real magic happen.About JimJim started his career in PR and Product Marketing before spending 7 years at Eloqua as Sr Dir of Product Marketing and helping the company rise from 15M ARR to 92M and IPO. He later moved on to Influitive – the popular advocate marketing platform – as VP of Marketing where he helped grow the company from pre revenue to 12M in ARRHe then moved over to the DNS world as Snr VP of Marketing at BlueCat where he led all facets of marketingHe then became CMO at BrandMaker which has since rebranded to Uptempo, the leading enterprise marketing operations software that helps marketers plan better, spend smarter and execute with confidence.What Is a Marketing PlanJim dispels the idea that marketing planning should be like “throwing darts at a dartboard.” A marketing plan isn't a guessing game; it's a strategic framework for how teams tackle the future. One of the most common mistakes Jim sees? Dusting off last year's plan and rebranding it for the new year. This tactic, he argues, is the quickest way to stay stuck. In a world that demands fresh thinking, relying on past strategies doesn't cut it.The old-school concept of a “pivot” has taken on a new life in marketing. It's no longer about just one big strategy shift but about building in constant adaptability. Jim suggests that, unlike traditional yearly plans, today's marketing requires continuous recalibration. The best teams aren't just agile once—they're agile all the time. That flexibility to assess, pivot, and refine isn't a luxury; it's the core of modern marketing planning.Another common pitfall Jim highlights is the habit of dividing up the budget before solidifying a game plan. For too many teams, budget allocation is seen as the end goal rather than just a piece of the puzzle. Getting the numbers in place is just step one, not the entire strategy. A plan isn't simply a breakdown of costs; it's the strategic “why” and “how” behind each dollar spent. Without defining the intended outcomes, budgets lose meaning.Jim makes an essential distinction: budgets support the mission, but plans set the course. The budget tells you what's possible financially, but the plan clarifies what needs to be achieved. This separation between resources and goals keeps marketing teams focused, providing a framework to measure success rather than just track expenses. With a clear strategy in place, budgets go from static numbers to dynamic assets driving real outcomes.Key takeaway: A budget is just a set of numbers; a marketing plan is the vision behind those numbers. By keeping intent at the forefront, teams can transform budget allocations into impactful actions, staying adaptable and ready for whatever's next.Building a Marketing Plan That Aligns Top-Down and Bottom-Up GoalsJim dives into the complexities of planning in a large organization, pointing out that it's not a matter of simply setting goals at an offsite retreat. At the enterprise level, planning is a detailed, phased, six to nine-month process. Yet, he notes that surprisingly few accessible resources break down this method. For many marketers, planning seems shrouded in mystery—a skill they're expected to learn on the job, often after they've already taken on leadership responsibilities.Jim explains that marketing planning often starts with annual, top-down forecasts. This approach provides broad company objectives, which interlock with a bottoms-up plan in later stages. Rather than seeing top-down and bottom-up planning as opposing methods, Jim views them as stages in a coordinated approach. At Optempo, they've formalized this method in a seven-step “blueprint for marketing planning” to guide teams through each phase. This blueprint begins with setting overarching company objectives—determining whether the focus is on market expansion, product launches, margin improvements, or even mergers and acquisitions. Until these objectives are set, marketing teams can't start defining specific growth tactics.Once top-level objectives are clear, Jim explains that the marketing team distills them into a focused “plan on a page,” a roadmap outlining how marketing will support each objective. This document serves as a communication tool, clarifying what marketing intends to achieve and aligning these goals with company-wide expectations. According to Jim, defining these specific objectives—whether they involve selling to new buyers, entering fresh markets, or optimizing existing processes—is foundational for cohesive planning.Jim also breaks down the budget allocation process, which directly follows the plan on a page. This is where marketing teams work with finance to divide funds, categorizing costs into programmatic and non-programmatic expenses, as well as campaign-based and non-campaign-based spending. By grouping expenses into clear, high-level “buckets,” Jim explains, teams ensure their budgets align with strategic priorities and company-wide financial targets.Key takeaway: A successful marketing plan balances top-down objectives with bottom-up execution. Begin with high-level company goals, then translate them into actionable steps and align budget allocations accordingly. This approach ensures that both strategy and resources are directed toward achieving meaningful impact.Why Marketing Goals Need to Be a Two-Way ConversationJim counters the misconception that company goals are simply handed down from a closed-door board meeting, with marketers then left scrambling to hit those targets. He clarifies that in most forward-thinking companies, the setting of financial objectives isn't a secretive, top-down affair. Instead, it's a dialogue involving senior leadership across all departments—including marketing. When the ownership of a business, be it public shareholders or private investors, establishes financial ambitions, these aren't randomly assigned numbers; they're set with input from an executive team that includes the CMO or head of marketing.Jim explains that technology companies, for example, often focus on maximizing valuation. The board or ownership group typically benchmarks these goals using standards like the “Rule of 40”—a common framework in SaaS that blends growth rate and profitability. But these objectives are usually part of a larger, multi-year vision, not just a single-year target. Once these broad metrics are set, the board works backward to define the current year's objectives. From there, it's up to the executive team, including marketing leadership, to devise the most effective strategies to meet these targets.Jim emphasizes that marketing isn't just a passive recipient of goals. Marketing leadership works closely with other executives to determine how marketing can help hit specific benchmarks. It's at this stage that the conversation turns practical. For instance, if a company needs a particular level of market penetr...
Text us your thoughts on the episode or the show!Embark on an inspiring journey with Andrea Lechner-Becker, CMO at LeadMD, as she recounts her dynamic shift from the sports entertainment arena with the Phoenix Suns to becoming a maestro of marketing automation. Holding the baton for tools like Eloqua and Marketo, Andrea orchestrates a symphony of insights into the ever-evolving landscape of marketing analytics in the B2B realm. She emphasizes the vital importance of bridging the gap between marketing endeavors and tangible sales results—a task she approaches with both passion and precision. Her expertise, garnered from the distinct challenges of sports marketing, carries over into her profound understanding of customer psychology, offering a masterclass in what B2B marketers should focus on when it comes to analytics.Our conversation then waltzes into the delicate balance of consulting pricing and specialization, where Andrea's seasoned perspective shines bright. The art of valuing expertise, rather than mere time spent on tasks, comes under the spotlight as we navigate the intricacies of pricing strategies and service packaging. We unveil the essence of setting boundaries and communicating transparently with clients, ensuring that the value delivered is unmistakable. Andrea then shares her heartfelt transition from consultant to CMO, where empathy and common sense become the guiding stars. As we uncover the ground realities behind strategy execution, we celebrate the unique position that comes with marketing to fellow marketers, all while embracing authenticity and a genuine marketer's perspective in the consulting world.Episode Brought to You By MO Pros The #1 Community for Marketing Operations Professionals MOps-Apalooza is back by popular demand in Anaheim, California! Register for the magical community-led conference for Marketing and Revenue Operations pros.Support the show
In this episode of No Brainer, Geoff is joined by successful serial entrepreneur Andre Yee, Founder and CEO of Tiga AI. They have a great conversation about the future of AI and its impact on sales and marketing. Andre brought his wisdom, offering insights like, “ChatGPT is the Excel spreadsheet of generative AI.” ChatGPT is a powerful tool, like Excel. But it takes more than a tool to realize true productivity gains. Real results require that companies invest in task- or process-specific AI solutions. In another key insight, Andre dropped a bomb, offering that “Generative AI has a deflationary effect on personalization.” His comments revolve around the cheapening of personalization around singular human behaviors. As a result, generated content hangs on singular life points that turn off customers more than engage them. Listen to the whole episode to get a thoughtful view of AI's impact on sales and marketing. Chapters 00:00 Start 02:53 Generative AI as an impact event on sales and marketing 08:17 Evolution of sales development representative (SDR) role and AI's impact on the position 14:43 Changes in marketing leadership and technology, including the CMO role 17:36 AI and machine learning in marketing and how it works with generative AI 24:50 Google's potential acquisition of HubSpot, and the challenges for incumbent big tech companies adapting to AI 29:57 Personalization is getting deflated, and it needs to become more relational About Andre Yee and Tiga.AI Andre Yee is the Founder of Tiga.AI, a company that actively prospects leads for companies by learning details about your target accounts and contacts at scale. He is also the founder and former CEO of Triblio, which he led to successful exit to International Data Group (IDG), a global B2B media and data company. Prior to founding Triblio, he was the SVP Product Development for Eloqua, responsible for product development and operations. At Eloqua, he was part of the executive team responsible for leading Eloqua to an IPO and a $957M acquisition by Oracle. Before his time at Eloqua, he was CEO of NFR Security, which he successfully led to growth and exit to Checkpoint Software. Connect with Andre: Visit www.tiga.ai for more information or to request a demo Connect with Andre Yee on LinkedIn Learn more about your ad choices. Visit megaphone.fm/adchoices
This week our host Brandi Starr is joined by Jill Rowley, Chief Growth Advisor at Stage 2 Capital. Meet Jill Rowley, a trailblazer in the world of B2B SaaS with over 24 years of experience. From her tenure at industry giants like Salesforce, Eloqua, and Marketo, to her current role as Chief Growth Advisor at Stage 2 Capital, Jill has been at the forefront of go-to-market innovation. With a passion for customer-centricity and a keen eye for industry trends, Jill introduces the game-changing concept of "near bound" strategy, emphasizing the power of collaboration and partnerships in delivering unified solutions to customers. In this episode of Revenue Rehab, Brandi and Jill dive deep into the evolving landscape of buyer-seller relationships, the crucial role of the Chief Partner Officer, and actionable insights for implementing a near bound go-to-market strategy that drives growth and customer success. Bullet Points of Key Topics + Chapter Markers: Topic #1 The Power of Partnerships in Go-to-Market Strategy [07:15] "I believe that every company needs to have an ecosystem strategy, a partner strategy as part of their go-to-market," Rowley emphasizes. She proposes the need for a "chief partner officer" who "should have an equal seat at the go-to-market table" and be responsible for "understanding all of the data around partners" and "the different partner motions." Topic #2 Navigating Risks and Ethics in Partnerships [18:42] Rowley highlights the importance of transparency and trust in managing partnerships, especially when a company is "building capabilities that could be competitive to partners." She stresses, "You have to be very transparent with the partner in terms of your roadmap and your intentions," and "if you aren't transparent, and the partner finds out later that you've now built a competitive product, that's going to erode trust." Topic #3 Implementing a "Near Bound" Go-to-Market Approach [31:56] To start implementing a "near bound" go-to-market strategy, Rowley advises companies to "be very deliberate in terms of which partners you're going to start with." She suggests "assessing the health of the partnership" regularly and emphasizes the importance of "doubling down on trust and transparency." Rowley concludes, "The company that's going to win is the company that makes their customer successful. And if that means they're successful, because your partner did something amazing, celebrate that." So, What's the One Thing You Can Do Today? Jill's 'One Thing' is to be deliberate about incorporating partnerships into your go-to-market strategy. "Look at your current go-to-market strategy. Look at your current tech stack. Look at the data that you have today in your CRM. And then look at the white space. What is missing? What partners can you bring in to surround your future customers in a way that helps them achieve their desired outcomes and helps you achieve your business outcomes? Be very deliberate and intentional about the partners that you choose to work with. Buzzword Banishment: Jill's buzzword to banish is "prospect". She dislikes this term because it promotes the wrong mindset, focusing on the seller's perspective rather than the customer's. Jill believes that using more customer-centric language can help shift the dynamic and improve the buyer-seller relationship. Links: Get in touch with Holly on: LinkedIn Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live
“I deeply want to solve the challenges in education. I think what we have is a current educational system is really not working.” Mobius Math Club co-founder Steven Woods (ex-Eloqua, Oracle, and Benevity) explains how video games are actually a great educational tool, and why taking venture capital won't help him scale. Original air date: March 31, 2024. Presented by Mantle: next-level equity management, powered by AI. Visit withmantle.com/betakit to get started with your first 12 months free.
Text us your thoughts on the episode or the show!Could customer marketing be the secret weapon your B2B SaaS company needs to thrive in today's noisy marketplace? Join us for a compelling conversation with Mark Organ, the CEO of Categorynauts and the brilliant mind behind Influitive and Eloqua, as we uncover the pivotal role of customer marketing. Mark reveals why marketing to existing customers for upsell, cross-sell, and retention, as well as leveraging their advocacy to attract new prospects, is becoming increasingly crucial. Despite its importance, many organizations still favor new logo acquisition. We tackle the organizational challenges that hinder customer marketing efforts, including the lack of alignment between customer success, sales, marketing, and product teams.We dive deep into how marketing operations can amplify customer advocacy through effective collaboration. Discover the strategies that marketing and customer success teams can use to identify and empower potential customer advocates, even those who may not be entirely satisfied with the product. Mark shares insights into utilizing data from various platforms and communities to enhance advocacy efforts. We explore the potential of centralizing operations under a revenue operations (RevOps) function to harmonize goals across marketing, sales, and customer success teams, thereby boosting overall company performance.Cross-departmental collaboration is key to success, especially in coordinating design efforts across product and marketing teams. We introduce practical tools like the broken importance matrix for prioritizing process improvements and highlight the critical role of the kickoff process for new accounts in reducing churn and fostering growth. Mark offers valuable advice for marketing ops professionals aiming to elevate their careers, emphasizing the importance of empathy, collaboration, and understanding the language of sales and engineering. As we wrap up, we express our appreciation for marketing ops professionals and invite our audience to share their ideas, feedback, and guest suggestions, ensuring our content remains relevant and engaging.Episode Brought to You By MO Pros The #1 Community for Marketing Operations Professionals We've been HACKED! (just kidding)If you love our show, you gotta be sure to tune into Justin Norris' show: RevOps FMSupport the Show.
Embark on a voyage through the dynamic world of marketing operations alongside our esteemed guest, Chris Petko, who brings to the table not just stories but a legacy, including his critical role in the Eloqua IPO. His insights traverse the early days of marketing ops to its present intricacies, providing you with a treasure trove of knowledge on fostering customer success and the secrets behind securing those coveted platform renewals. Picture this: a blend of cutting-edge AI and the timeless human touch, reshaping the landscape of marketing, where predicting personality profiles isn't just a possibility—it's the norm, revolutionizing your approach to sales and customer experience.This episode isn't just about the glitz of AI; it also exposes the folly of hastily throwing technology at problems without grasping their essence. It's a candid conversation that scrutinizes the allure of 'quick fixes' and the pitfalls of a bloated tech stack. You'll learn the art of marrying the right strategy with technology and why a thorough understanding of your tools can amplify your marketing ops beyond your wildest dreams. And let's not forget the raw truth about professional tenures' impact on decisions, a cycle that might be more familiar than we'd like to admit.Finally, let's zero in on the heartbeat of every business: the customer experience. As we dissect giants like Eloqua and Marketo, you'll uncover how truly understanding your customer can catalyze sustainable growth. From the pivotal role of customer support to the strategizing behind post-onboarding upsells, this conversation is a gold mine for those keen on fortifying their customer relations. So, ready your LinkedIn profiles and join the professional conversation that continues beyond this episode, because the future of marketing ops doesn't just stop here—it's an endless journey of discovery and innovation.Episode Brought to You By MO Pros The #1 Community for Marketing Operations Professionals We've been HACKED! (just kidding)If you love our show, you gotta be sure to tune into Justin Norris' show: RevOps FMSupport the Show.
ChatGPT would introduce this topic by talking about the vast and swiftly expanding landscape of marketing technology, and it would be right to do so. According to Scott Brinker at ChiefMartec.com, we've seen a 500% increase in martech solutions over the past decade and, ironically, thanks to ChatGPT and AI, we're poised to see even more growth in the years to come. These solutions are coming into existence to help marketers with incredible challenges and opportunities, such as understanding increasingly complex customer journeys and data sets - but at great cost. Not just financial costs, but also costs in efficiency, direction, and even internal influence. How should marketing teams approach the challenges of today, before turning to yet another piece of marketing technology? That's what Jim Williams is here to help us with. Jim brings over 25 years of perspective on the profound changes that continue to shape the business of marketing. In leadership roles at category-creating martech companies, he's both witnessed and contributed to the creation of the massive martech ecosystem and explosive growth of marketing operations. He was the first marketing operations leader at Eloqua, where he helped implement and evangelize modern demand practices, then went on to pioneer customer advocacy and the power of word-of-mouth marketing in B2B, and now serves as CMO for Uptempo. The MarTech Show hosts Robin Dimond and Mike Allton will talk to Jim Williams about:
Sangeeta Nayak is a MarTech Leader and CDP Product Owner at AT&T. Recently, Sangeeta undertook a CDP initiative to better enhance and streamline AT&T's leads with Eloqua. She shares her journey, her results, and what she wishes she could re-do if given the chance to do it all over again. Sangeeta's project initiative saw a 20x impact, and she's very excited to see where it goes as the initiative matures and grows over time.
SummaryIn episode 64 of the Sports Marketing Machine Podcast, Jeremy Neisser sits down with Scott Peace, Associate AD for Marketing at Kent State, and discusses his background in sports marketing and the strategies he implemented to increase attendance at college athletic events. Scott shares that he emphasizes the importance of intentionality, creativity, and purpose in marketing efforts. Scott shares the success of using premium giveaways and tying in activations and programs to attract fans. He also discusses the challenges of winter break and the need to expand offerings to regular fans. Scott highlights the importance of branding the student section and utilizing various communication channels, including texting, to engage students. He concludes by emphasizing the goal of providing an experience that makes students want to come back. In this conversation, Scott Peace, the Assistant Athletic Director for Marketing and Promotions at Kent State University, discusses the strategies and tactics they use to engage and excite fans at their sporting events. He talks about the importance of creating a memorable fan experience, including the use of a DJ, student section banners, and engaging promotions. Scott also shares insights on their paid advertising efforts, including social media advertising, bus advertising, and movie theater advertising. He emphasizes the importance of open communication with coaches and the need to manage expectations. Scott also discusses their use of software tools like Vasi and Eloqua for ticketing and email marketing. Finally, he shares their plans for football and the focus on enhancing the fan experience.TakeawaysIntentionality, creativity, and purpose are key in sports marketing efforts.Premium giveaways and activations can attract fans and increase attendance.Challenges during winter break require strategic planning and expanding offerings to regular fans.Branding the student section and utilizing various communication channels, including texting, can enhance student engagement.Providing an exceptional experience is crucial in encouraging repeat attendance. Creating a memorable fan experience is crucial for engaging and exciting fans at sporting events.Paid advertising, including social media advertising, bus advertising, and movie theater advertising, can be effective in reaching non-student fans.Open communication with coaches and involving them in the planning process helps manage expectations and ensures alignment.Software tools like Vasi and Eloqua can streamline ticketing and email marketing efforts.Enhancing the fan experience and focusing on the details, such as tailgates and game-day atmosphere, can contribute to a successful season.Chapters00:00 - Introduction and Background06:17 - Strategies for Men's Basketball12:43 - Lessons Learned and Adjustments26:31 - Managing Expectations of CoachesSports Marketing Machine on LinkedInSports Marketing Machine on InstagramBook a call with Jeremy from Sports Marketing Machine
“I deeply want to solve the challenges in education. I think what we have is a current educational system is really not working.” Mobius Math Club co-founder Steven Woods (ex-Eloqua, Oracle, and Benevity) explains how video games are actually a great educational tool, and why taking venture capital won't help him scale. Presented by Mastercard Canada: watch Mastercard Canada's Darrell MacMullin and BetaKit's Douglas Soltys explore emerging tech's impact on the future of financial innovation in a BetaKit Live fireside conversation.
Commodities have played a pivotal role in financial markets since 2020. Pipelines have been blown up, shipping routes have been disrupted, droughts lowered electricity output, Panama Canal traffic increased, and agricultural prices rose to name just a few recent incidents. Yet commodities also remain an asset class that is not well understood. Today, we will dive into the state of the commodity market, and how opportunities and pitfalls in 2024 may affect your portfolio.Show ResourcesHere are some links to learn more about Bob and abrdn:Abrdn ETFs Suite- https://www.abrdn.com/en-us/investor/investment-solutions/commodities?gclid=d2eaf3597b6a180240bf96947c6192be&gclsrc=3p.ds&msclkid=d2eaf3597b6a180240bf96947c6192beAbrdn Commodity ETFs- https://www.abrdn.com/en-us/investor/investment-solutions/commodities?gclid=d2eaf3597b6a180240bf96947c6192be&gclsrc=3p.ds&msclkid=d2eaf3597b6a180240bf96947c6192beAbrdn February Commodities insight blog- https://www.abrdn.com/en-us/investor/insights-and-research/the-global-love-affair-with-precious-metals?opendocument=&utm_campaign=US%20WM_Commodities%20Update_Feb_2024&utm_medium=email&utm_source=Eloqua&utm_content=CAAML000002461533&utm_company=&cn=Newsletters&SHA=86247a0be1e289e4ab638faac0e0aa48c807d7eb98454b437bd8e2350fd87578 VettaFi's Fixed Income symposium is happening on April 18th and brings the experts and thought leaders straight to you. Hear the insights you need to succeed in 2024. Register for free at etftrends.com/webcasts/fixed-income-symposium-2024
Situation: It's early days at Eloqua and David Lewis sees a huge opportunity to build an agency focused on helping companies adopt marketing automation - specifically on Eloqua to start. He allies with Jill Rowley who is a top salesperson at Eloqua at the time. Result: Together they close huge deals with Eloqua - building David's agency while making Jill the top salesperson - then shifting focus to Marketo and adding other platforms until David's successful exit in 2021. Agency guest: David Lewis, Founder of DemandGen His GTM partner: Jill Rowley, Nearbound Strategist Companies referenced: DemandGenEloquaMarketo Reveal Listener takeaways: Why David decided to launch DemandGen as a power partners Why Jill chose to sell against “Smart Starts” internal service packages The partner playbook they created used to succeed How David's partners lifted his exit Why and how salespeople should bring partners into the deals Why in-house service packages are a bad idea Pre-selling software with partners Why your solutions partners are (or should be) the insurance policy for your largest customers Links: Reveal.co/ Partnerhub.app/
Dive into the world of sports marketing with Michaela Patt, the Marketing Automation Manager at Paciolan, Kaisha Excell, the Email Marketing Manager at the University of Notre Dame, and Gabe Merville, the Analytics and Strategy Coordinator at LSU Athletics, as they discuss the transformative impact of Oracle's Eloqua software on their marketing strategies. Michaela shares her insights on transitioning their client base to Eloqua and the effectiveness of landing pages and invoices. Kaisha highlights how email marketing accounts for a significant share of their tracked revenue streams and her innovative approach to creating unique membership packages. Gabe discusses the importance of timing in fan surveys and the role of analytics in enhancing fan experiences. The panel explores the evolving landscape of sports marketing, including the impact of invoices on season ticket renewals and the significance of Name, Image, and Likeness (NIL) in sponsorships and student-athlete relationships. This episode is a must-listen for anyone interested in how advanced marketing tools like Eloqua can revolutionize communication and revenue generation in the sports industry.
Many entrepreneurs dream of creating categories. But few have actually done it - much less built a category worth billions of dollars. Mark Organ is one of those rare few. As founding CEO of Eloqua, he pioneered marketing automation in the early 2000s, paving the way for other players and selling to Oracle for nearly $900 million. Mark and I chat through how he co-founded Eloqua, the pivots and experiments needed to achieve product-market fit, and how category creators may be wired a bit differently. Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that's slick, modern and beautiful. When they're done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it's got your integrations. Click the link below to get a special offer just for my listeners. Try Knak About Today's Guest Mark Organ is the founding CEO of Eloqua (the first successful marketing automation platform) and Influitive. His greatest professional passions include creating new billion-dollar categories in technology and developing new leaders. Today he helps CEOs achieve their full potential in their businesses and their lives as the CEO of Categorynauts.https://www.linkedin.com/in/markorgan/Key Topics[00:00] - Introduction[01:05] - Founding Eloqua and marketing automation[07:47] - Origin of the lead generation playbook[10:39] - Getting to product-market fit[16:03] - Genesis of lead scoring[19:08] - Toolkit software vs. opinionated software[24:25] - Pivots and brushes with death are the norm[27:09] - When is it right to build a category?[30:14] - Building a category around an under-served hero[33:51] - Creating a category for the second time[36:42] - Challenges with churn at Influitive[41:05] - Alternatives to VC funding in SaaSResource LinksCategorynauts - Categorynauts is the leading global community of category creating leaders, helping CEOs looking to discover, develop and dominate their category. Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter
Stephen Streich is the Group Vice President of Product Management for Oracle Marketing. He brings over two decades of expertise in martech, adtech, and customer experience software. Known for his role in the successful IPO of Eloqua and its integration into Oracle Marketing Cloud, Stephen talks about the evolution of Oracle, highlights the advancements in oracle's Unity Customer Data Platform (CDP), and provides practical examples of Eloqua's impact on simplifying customers' experiences.
If a friend of yours said, “There's a new show you have to watch about a mid-size paper company in Scranton, Pennsylvania,” would you want to watch it? The crazy thing is we're talking about the most popular sitcom of all time. But it sounds boring as heck. So what makes it so good? The actual content.The Office was relatable, cringey, absurd, and lucky for us, chock full of B2B marketing lessons. And that's what we're talking about today with our guest, VP of Content Marketing at Crayon, Sheila Lahar. Together, we're chatting about B2B marketing lessons from the U.S. version including holding a writers' room, recognizing when your marketing playbook is stale, and making every word count. This episode of Remarkable is sure to leave you satisfied and smiling. That's what she said.About our guest, Sheila LaharSheila Lahar is Senior Director of Content Marketing at Crayon, responsible for making sure that everything they publish is unique, compelling, and valuable. Prior to joining Crayon, she built successful content marketing programs at a number of B2B SaaS companies, including Flatfile, Datto, and Eloqua.About CrayonCrayon, the leading competitive intelligence platform for mid-market and enterprise businesses, brings a complete, real-time picture of what competitors are up to—delivering valuable insights to key departments in a range of formats that can be easily accessed and acted on. So companies can quickly see and seize opportunities, and build a sustainable business advantage.About The OfficeThe Office is an Emmy Award-winning mockumentary about the employees of a paper company called Dunder Mifflin in Scranton, Pennsylvania. It was originally a U.K. series created by British comedian Ricky Gervais and Stephen Merchant. But we're covering the U.S. version, which was adapted from the original by SNL writer Greg Daniels. It was co-produced by Deedle-Dee Productions and Reveille Productions in association with Universal Television. Members of the original cast included Steve Carrell as the Scranton regional branch manager, Michael Scott. Assistant to the regional branch manager, Dwight Schrute, is played by Rainn Wilson. John Krasinski is Jim Halpert, Jenna Fisher is secretary Pam Beasley, and B.J. Novak is the temp, Ryan Howard. The 9 seasons aired from 2005 to 2013.What B2B Companies Can Learn From The Office: Hold a writers' room. Brainstorm ideas with your colleagues. Sheila says, “This works really well in person. One person will have an idea that's funny. And then you just build off that. By the end of it, you're suggesting the craziest, wackiest things, which seem like The Office in some of the scenarios and situations. I've seen that play out in B2B marketing when you just get a creative group together and you're kind of like, ‘All right, this is what we've got, but what can we do here to make it funny or more appealing?” It's how you elevate your product or service with great content. Recognize when your marketing playbook is stale. And pivot fast to give your audience something new and better than the last. Sheila says The Office just wasn't the same once Steve Carrell left, that it felt like the show ran out of funny ideas. She says it would have been better to pivot to a spinoff after five seasons to give their audience something new. So when it comes to marketing, it's important to always think critically about your content strategy. To ask “Is my content stale?” And move on. Sheila says, “It's like we've got these playbooks that we've developed and we just go to the same thing. And we're all doing the same thing just because it worked.” Go on to experiment and find new things that work better than the last.Make every word count. When you're writing ad copy with a 1,000 character limit, each word has to pack a punch. Sheila says, “It has to be so impactful or funny or something. You have to get that emotion. I think back to the writers for The Office. They were so good at writing one-liners, whether it was for Creed or Ryan.” So think about the impact of every word when writing your next copy.Quotes*”For so much of the stuff that's out there, whether it's billboard ads or other types of ads, there's just such a lack of enthusiasm to be bold, to say something funny or interesting. Let's get back to the Creed joke where he's like, ‘I sprout mung beans on a damp paper towel in my desk drawer. Very nutritious but they smell like death.' It's that absurdity that makes his character so freaking hysterical. And that absurdity is also the stuff that stands out in your mind.” - Ian Faison*”We're in this noisy world where everyone's just scrolling really fast. You've got less than a second, you just have no time. The bold and the funny and anything that stands out, that's your chance. That's your only chance to get noticed.” - Sheila LaharTime Stamps[0:55] Meet Sheila Lahar, VP of Content Marketing at Crayon[2:02] Why are we talking about The Office?[4:15] What is The Office about?[7:34] Why is The Office remarkable?[14:12] What are some marketing lessons we can take from The Office?[28:28] What's Sheila's content strategy at Crayon?[30:38] How does Sheila prove the ROI of content?[34:55] What are some initiatives Sheila is working on for the future?LinksWatch The OfficeConnect with Sheila on LinkedInLearn more about CrayonAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both non-fiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.
Jill Rowley is a legend in SaaS, with early tenures at Salesforce and Eloqua. As one of Eloqua's first salespeople, she helped shape the category of marketing automation and was also an early pioneer of social selling. Today she is helping evangelize a new perspective on partner-led growth, which she calls "nearbound." Jill and I talk about what it was like selling cloud-based software in the early oughts, helping the first customers to use marketing automation, and what it means to go to market with partners. Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that's slick, modern and beautiful. When they're done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it's got your integrations. Click the link below to get a special offer just for my listeners. Try Knak About Today's Guest 23 years in SaaS. Early employee at Salesforce (first 100), Eloqua (#13), HubSpot Advisor (2014-2016), Marketo (2018).Loves startups, especially category creators - - in the trenches building Nearbound.https://www.linkedin.com/in/jillrowley/Key Topics[00:00] - Introduction[01:23] - Start of Jill's career at Salesforce. [03:08] - How Jill pitched SaaS in the early days of cloud software. Salesforce's guerilla marketing tactics. [04:47] - Moving to Eloqua as employee thirteen. Creating the category of marketing automation. Evangelizing for the importance of marketers on revenue. [10:05] - Early days of service partnerships at Eloqua. Co-selling with David Lewis. [11:54] - Types of service partner relationships. How there can be power-disparities and bad dynamics between smaller service partners and larger vendors. How many companies still view service partners as a source of leads rather than a way to build credibility and influence with prospects. There are bad fit partners. Need to have organized partner ecosystem data. [15:26] - Definition of nearbound. Living in market with your partners. Differences from inbound and outbound. Looking at a practical, hypothetical example: Clari and Hubspot. [20:41] - Addressing potential criticism of the partner-led approach: that it's too slow. Why you can't go to market with 1,500 partners. [24:01] - Why the value of partnerships is far more than leads. Top-down vs. bottom-up partnerships. Why both are important. [29:50] - Partner ops. Reference to Scott Brinker's article (see resource links). Resource Linksnearbound.com | The future of GTM is here - Official Nearbound website. Partner Ops: The forgotten ops that's suddenly thriving in the ecosystem era - Scott Brinker's article on partner ops. Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter
This episode is very special. I interviewed David Lewis in 2018 on my last podcast about his success in his agency DemandGen. My guest, Jill Rowley, is a social selling evangelist who was one of the first employees at Salesforce. She met my David Lewis, our guest, while leading sales at Eloqua. David was one of their customers. Soon after their connection, David left his role to build a 7 figure “power partner” agency of Elequa. In this episode, the three of us discuss: Why david decided to launch DemandGen as a power partners Their history with Eloqua How Jill sold against “Smart Starts” service from elequa ($6500) and instead pushed that The transition when they doubled-down on Marketo The partner playbook they created used to succeed Partner meeting strategies How David's partners lifted his exit Why and how salespeople should bring partners into the deals Why in-house service packages are a bad idea Pre-selling software with partners Why your solutions partnerss are (or should be) the insurance policy for your largest customers Sponsors: Reveal - A free account mapping solution. Partnerhub® - for finding and managing your partnerships.
Go-to-market leaders have to fill a lot of roles. Today's guest says that, of many jobs, his most important role is fueling revenue success. This episode features an interview with Jason Rushforth, Senior Vice President and General Manager for the Americas at SugarCRM. SugarCRM is a CRM software that helps marketing, sales, and service teams reach peak efficiency through better automation, data, and intelligence so they can achieve a real-time, reliable view of each customer. Jason emphasizes the importance of doing your research and asking questions to set yourself up for success. He and Ian talk building pipeline, critical tools, and aligning cross-operational teams.Guest Bio:As SVP and GM, Americas, Jason Rushforth brings more than 20 years of product and SaaS experience to SugarCRM – all of it in CRM and CX. He is a respected technology industry veteran; his most recent role as VP and GM for Infor saw him implementing the vision and execution of their Customer Experience suite of solutions.Prior to Infor, Jason was VP of Industry Solutions and Enterprise Sales at Oracle, where he joined via the acquisition of Eloqua and was responsible for top line revenue growth of the $750B Marketing Cloud. He served Eloqua as the GM of Industry Solutions and drove the go to market strategy for specific applications, resulting in a 1B+ sale to Oracle. Jason was also President of Front Office Solutions at CDC Software (now Aptean), and on the board of directors for Marketbright (now Act-On).Armed with years of knowledge in building out both MarTech and CRM stacks, Jason is a subject matter expert in the discipline of customer service, with thousands of speaking engagements under his belt. He is passionate about education and thought leadership, and energized to build relationships with customers, analysts and prospects.—-----Guest Quote:“We're putting an emphasis on doing your research and qualification, asking the tough questions, because that sets the table for what a future successful outcome looks like. And there's so many data points around a customer or prospect. With a high degree of curiosity, with some structure around it, you can go into a meeting a lot more prepared to ask the hard questions by just understanding the general landscape of that company.”-----Time Stamps:**(00:15 ) - Jason's start**(01:45) - Defining RevOps**(02:58) - Why RevOps is like a cake**(05:49) - Building a RevOps Team**(23:17) - RevObstacles **(31:39) - The Toolshed **(41:36) - Quick Hits —Sponsor:Rise of RevOps is brought to you by Qualified. Qualified's Pipeline Cloud is the future of pipeline generation for revenue teams that use Salesforce. Learn more about the Pipeline Cloud on Qualified.com. —Links:Connect with Jason on LinkedInConnect with Ian Faison on LinkedinCheck out the SugarCRM Website
This episode is brought to you in partnership with www.enterprise-ireland.com Cybersecurity is a complex and ever-evolving field, but one thing remains constant: people are the most important element. In this podcast panel episode, we discuss the importance of collaboration and keeping people as the focus of cybersecurity work. Our panelists are experts in the field, and they share their insights on how to build a strong cybersecurity culture, how to effectively communicate cybersecurity risks to employees, and how to create a more inclusive and diverse cybersecurity workforce. Our panel includes: Ryan Lasmaili, CEO and Co-Founder of Vaultree, has built his career on a profound fascination for groundbreaking technology. His journey, marked by over a decade of experience in tech startups, is distinguished by strategic problem-solving, analytical insights, and forward-thinking solutions. Dennis Dayman is a Resident CISO for Proofpoint with more than 30 years of experience as a leader in security and privacy with a focus on information security and data privacy, data governance issues, protecting and improving data through industry policy, regulatory policy relations, and technical solutions. He is the co-author of Startup CXO: A Field Guide to Scaling Up Your Company's Critical Functions and Teams at StartupCXO.com. He has also held leadership roles in privacy and security at several other organizations, including Maropost, Return Path, and Eloqua. Dennis was appointed Advisor to the Data Privacy and Integrity Committee by the Department of Homeland Security (DHS) Secretary. Brian Honan is CEO of BH Consulting an independent cybersecurity and data protection advisory firm based in Dublin, Ireland. Brian is an internationally recognised expert on cybersecurity. He is a member of the Advisory Group of the European Union Agency for Cybersecurity (ENISA). Brian has previously acted as a special advisor to Europol's Cybercrime Centre (EC3), and is the founder of Ireland's first Computer Emergency Response Team (CERT). Our guest cohost is: Claire Walsh - who is currently a Senior Market Advisor for Cybersecurity in the Enterprise Ireland New York office, Claire's role is to support Irish cybersecurity companies to start and scale their businesses in the USA
B2B Marketing can be broadly grouped into eras based on specific go-to-market strategies that were dominant at the time. Today's guest played a pivotal role in the development of not just one but two (!) of these era-defining strategies: lead generation / content marketing and account-based marketing (ABM).Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that's slick, modern and beautiful. When they're done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it's got your integrations. Click the link below to get a special offer just for my listeners. Try Knak About Today's Guest Jon Miller was the co-founder and first CMO of Marketo, CEO of Engagio, and CMO of DemandBase. From Jon's LinkedIn: "Jon has played a pivotal role in shaping the world's most disruptive marketing technology platforms, with a focus on thought leadership, category creation, and strategic go-to-market."https://www.linkedin.com/in/jonmiller2/Key Topics[01:30] - Founding of Marketo, positioning against Eloqua[05:25] - Jon's early use of content marketing, around the same time as Hubspot. Definitive Guides. [10:45] - Marketo's early revenue process. Lead scoring. SDR qualification. [13:50] - Issues with the lead generation model. [21:13] - Rise of ABM. Founding of Engagio. Relationship with Terminus and DemandBase. Flip My Funnel. Acquisition of Engagio. [29:06] - Effectiveness of ABM. Challenges. Importance of seeing ABM as a spectrum vs. a binary. [34:05] - Jon's axioms of marketing[35:50] - Development of marketing operations. RevOps. What marketing operations needs to do to be more strategic. [45:05] - What's next in GTM? Potential impact of AI. Resource LinksThe Marketing Playbook I Helped Create Doesn't Work Anymore. Here's the New B2B Marketing Playbook. - Jon's article on the issues with the lead generation playbook he helped create. Learn MoreDiscuss this episode over at the Revops FM SubStack community: LinkedIn - General
In a world brimming with questions about AI, which two stand out as the most crucial for business leaders? In this episode, the AI Knowhow team zeroes in on these pivotal questions, guiding executives on how to leverage AI's full potential for their businesses. Join Knownwell's Courtney Baker, David DeWolf, Mohan Rao, and Pete Buer as they tackle these two questions and dissect the week's AI headlines, translating them into actionable steps for the C-suite. Also, Pete sits down with Andre Yee. Andre founded the account-based marketing technology company Triblio, which he sold to IDG in 2021. He has also held successful leadership roles at several top technology companies, including Eloqua and Oracle. Connect with Andre on LinkedIn: https://www.linkedin.com/in/andreyee/ Take your free AI Readiness Assessment at https://knownwell.com/assessment. AI Knowhow is brought to you by the team at Knownwell. Visit www.knownwell.com to discover how they can help you harness the power of AI to boost profitability. For more about the AI Knowhow, visit www.knownwell.com/podcast.
My guest is Zee Jeremic! Zee is a Driven marketing technologist passionate about enabling companies large and small to harness the full power of automated demand generation. A senior solutions architect leading a growing team of Marketing Automation and CRM experts, with a strong belief in building fully integrated solutions that are well documented and easy-to-use. Previously, Zee ran consulting and technical support at Eloqua. He helped numerous Fortune 500 and mid-market companies build integrated marketing and sales systems/processes. Zee built lead scoring and nurturing programs, CRM integrations, implemented advanced automation and highly custom processes. He started Eloqua SmartStarts (in-person rapid deployment sessions), and performed full marketing automation system transitions. At Angoss he helped develop next generation Sales and Marketing solutions utilizing big data and predictive analytics to re-imagine lead acquisition and scoring, cross-sell/upsell initiatives, and sales productivity. Social and Website: Linkedin: https://www.linkedin.com/in/jeremicz/ Website: https://www.massengines.com/
In this episode we welcome serial investor, CEO and board member Tom Reilly who shares his insight into business growth, leadership and the role of a CEO. KEY TAKEAWAYS FROM THIS EPISODE What is the role of a CEO? The Three Essential Ingredients to Scaling a Business How to lead leaders The Story of a Ten Figure Exit THIS WEEK'S GUEST Tom Reilly has a thirty year career forming, leading, scaling and advising high-growth enterprise software and cybersecurity vendors. After an early career with IBM and running sales in the 90s for Lotus and BroadQuest, he became CEO of Trigeo, which was sold to IBM in 2004, and then became President and CEO of ArcSight, which he scaled globally, took through an IPO and exited to HP for over $1.5Bn and then CEO of Cloudera which he IPO'd with a $3Bn valuation and a $5.2Bn merger with HortonWorks. He has served on the boards of companies such as ELoqua, Jive Software, Trusona, Incorta, Datastax and Anomali, and served as the Chair of the Economic Development and Advisory Committee for the City of Sausalito. Tom is proud to support the work of Cybermindz.org, for more information about their incredible work in mental health within the cybersecurity community, please visit https://cybermindz.org/ YOUR HOST Simon Lader is the host of The Conference Room, Co-Founder of global executive search firm Salisi Human Capital, and podcast growth consultancy Viva Podcasts. Since 1997, Simon has helped cybersecurity vendors to build highly effective teams, and since 2022 he has helped people make money from podcasting. Get to know more about Simon at: Website: https://simonlader.com/ Make Money from Podcasting: https://www.vivapodcasts.com/podcastpowerups Twitter: https://twitter.com/simonlader LinkedIn: https://www.linkedin.com/in/headhuntersimonlader The Conference Room is available on Spotify, Apple Podcasts, Amazon Music iHeartRadio And everywhere else you listen to podcasts!
Member Jeff Pedowitz was one of the pioneers of the SaaS era by driving adoption of marketing automation technology from Eloqua, Marketo and others. This allowed his firm, The Pedowitz Group, to dominate his niche for almost two decades. Now, Jeff sees the next big wave, AI, and he shares with Collective 54 how to ride it all the way to the bank. https://www.collective54.com
You're in the trenches. The good news is, others have been there before you and lived to tell the tale! Today's podcast was recorded live at our First Friday event War Stories with Legends. Jared Fuller interviews legends of B2B SaaS, Peter Caputa and Jill Rowley. Peter Caputa built HubSpot's agency program before executive alignment was ever established and Jill Rowley won one of the most important deals in Eloqua's history by partnering!Kick-back and hear how they did it.
In this episode, I'm talking to Kia Puhm, Founder and CEO of DesiredPath, a CX solution that helps companies be customer-centric to achieve smarter, faster revenue growth. She is obsessively passionate about aligning the interests of customers, vendors, and employees to provide clients with a disciplined, sustainable, and scalable approach to increasing customer value and long-term loyalty. Kia has 25 years of experience building world-class practices that accelerate business growth. Previously held chief positions at Oracle, Eloqua, Day Software (Adobe), Intelex Technologies, and Blueprint Software Systems managing from $5M to over $100M in revenue and, as part of the executive team, leading two of those companies through successful IPO's and subsequent acquisitions. Fun facts about Kia: Kia speaks 3 languages well, and 2 passively. She is an Extroverted Introvert Kia used to be an elite world-class athlete in swimming!
In this episode, we talk about Marketing Chief of Staff roles with Chloe Washington, Ragen Dodson, and Jim Williams. Chloe Washington is currently Chief of Staff to the CMO at Hubspot. Prior to joining Hubspot, Chloe has held several project management and operations (both Sales and Marketing) roles, and some leadership roles. She is also PMP certified. Ragen Dodson is currently Director of Marketing Operations and Analytics at Axonius. Prior to joining Axonius, Ragen has held several Marketing Ops roles, Marketing and Finance roles, and she had her own agency. Jim Williams is currently the CMO of Uptempo.io. Jim has held previous CMO and marketing leadership role - including Eloqua - as well as roles in public relations. Tune in to hear: - What the definition of what a marketing Chief of Staff is. - How is a marketing Chief of Staff role different from “traditional” Marketing Ops, and what our guests see as the major differences in scope and skills. - How this kind of role fits into a career path for marketing ops.- What skills and experience are most important for a CoS and why? Episode Brought to You By MO Pros The #1 Community for Marketing Operations ProfessionalsJoin Us at MOps-Apalooza! Join us LIVE in October 2023 along with 400+ Marketing and Revenue Ops pros. Learn more here.
In this episode, I'm talking to Julie Persofsky, Managing Director - Practice Lead for Customer Success at Winning by Design. Fun facts about Julie: Julie and her family recently moved to Whistler, British Columbia to add some adventure to their lives and love the fact that they now ski all the time! Her 16-year-old self would be pretty ok with her current job as Julie has stayed true to her teenage self by remaining the type of person who seizes the moment and gets things done. Julie would say she is an extrovert but has picked up some of her husband's introverted qualities of enjoying the quiet! Julie's Career Journey: Julie's career path started out in New York at Madison Avenue Advertising. From there she leapt towards a job as an analyst in a start-up in the finance industry, which she knew nothing about and totally scared her! She absolutely loved the job and learnt a lot from the experience. She saw this as an opportunity to push herself to grow and learn in a way she hadn't been exposed to before. When Julie moved back to Toronto, she got an interview with Paul Teshima, Head of Customer Success at Eloqua at the time and she managed to persuade Paul to take a chance on her. Working at Eloqua was an amazing experience for Julie. She had an incredible work environment and community and learnt the world of SAS. After her time at Eloqua, Julie worked at a few different start-ups that challenged and pushed her to grow, culminating with her current role as a Managing Director at Winning by Design. Leadership Lessons “I'm a truth teller, I do not mince my words. I'm very to the point, and I think that scares the crap out of a lot of people.” Julie's struggled a lot as a leader with people being afraid of her and has had to come to terms with that. It comes from a place of deep caring for her team as she truly cares about them and their goals and objectives. One of the most important leadership lessons Julie has learnt is to be quiet more often which helped focus her mind and allowed her thoughts to become more strategic and creative. Work-Life Balance Julie believes that it's never been a better time to be a woman in the tech industry. There's so much value in having a different perspective brought to the table and that shouldn't be hidden. It's important to focus on what you want to achieve and do to be successful and not worry about the people who try and bring you down as it's ultimately their insecurities. What comes up in a lot of Julie's mentorship discussions is to know your self-worth and not just financially. Julie has five criteria that she uses to pick her job and it changes in importance: Salary, flexibility, and work-life balance. Is she passionate about what she does? Is she learning and growing, and does she like the people she works with? They have changed in importance at different times, but it helps to make important decisions with what job you are in and your circumstances. Julie believes it's really important for you to find things that you love doing and make time for them. The joy that these activities bring can inspire motivation for work and deal positively with the rest of the day. ————— CONNECT ——————— Connect with Julie: LinkedIn https://www.linkedin.com/in/julieper/ About Women in Customer Success Podcast: Women in Customer Success Podcast is the first women-only podcast for Customer Success professionals, where remarkable ladies of Customer Success connect, inspire and champion each other. In each episode, podcast creator and host Marija Skobe-Pilley is bringing a conversation with a role model from across the industries to share her inspirational story and practical tools to help you succeed and make an impact. Follow the WiCS Podcast: Website - womenincspodcast.com LinkedIn - https://www.linkedin.com/company/womenincspodcast/ Marija Skobe-Pilley, the Founder and Host - https://www.linkedin.com/in/mspilley/ Instagram: @womenincspodcast Join the Women in Customer Success
This week our host Brandi Starr is joined by Tiziana Barrow, Founder and CEO at Tilagia and Gerardo Dada, CMO at Catchpoint. On the couch Brandi, Tiziana and Gerardo will tackle Competitive Intel vs. Competitor Obsession. Tiziana Barrow has spent the last 20+ years of her career in the B2B high tech Industry in key positions, including VP of Marketing, Principal Marketing Consultant, Director of Competitive & Market Intelligence, and Analyst Relations. Passionate about building strategies, innovative campaigns, and the teams that thrive to deliver, Tiziana is very much a change agent marketer who finds satisfaction in producing high quality results. She has also been part of building and growing start-up companies, including Symantec, the industry's most popular antivirus software provider and Eloqua—prior to the Oracle acquisition—a marketing automation platform. Gerardo Dada has over 20 years of experience in technology marketing and has been at the center of the Web, Mobile, Social, and Cloud revolutions. He has held senior marketing and strategy positions at SolarWinds, Microsoft, Rackspace, DataCore, BazaarVoice, and Keeper Security. He writes on his blog www.theAdaptiveMarketer.com Together, in this week's episode, Competitive Intel vs. Competitor Obsession Striking the Right Balance, Brandi, Tiziana and Gerardo explore the difference between competitive intel and competitor obsession, value versus reaction, how to use the intel when you have it and much more. Links: Get in touch with Tiziana Barrow on: LinkedIn Tilagia Get in touch with Gerardo Dada on: LinkedIn Twitter YouTube Blog Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live
CDC Flu Data and Vitamin D and Multivitamins: Helpful or Hurtful? Dr. Thomas McGinn discusses this topic with Dr. Bryan Jiang, Assistant Professor Endocrinology, Baylor College of MedicineArticle: https://acpinternist.org/weekly/archives/2022/08/02/1.htm?utm_campaign=FY22-23_NEWS_INTERNIST_DOMESTIC_080222_EML&utm_medium=email&utm_source=Eloqua
There is no such thing as a ‘one size fits all' approach to customer segmentation. In this episode of Radically Transparent, host Jennifer Gutman of Oktopost examines what data the modern-day digital marketer is missing to be able to effectively deliver a customized experience to every single individual customer. Hot Topics of this episode include: Why the more data from social media you have, the more effective you can be at segmenting your database and delivering engaging content How to build sophisticated segments based on what your audience clicks on social media, and customize content accordingly Instead of sending the same generic email to all contacts, how you can deliver highly-targeted emails that are aligned with your leads' interests You can find all resources mentioned throughout the episode here: The Definitive Guide to Social Engagement Data Inside of Marketo The Definitive Guide to Social Engagement Data Inside of Hubspot The Definitive Guide to Social Engagement Data Inside of Eloqua
At its core, lead nurturing is rooted in data. The more data you have on leads, the better you can craft engaging content and messaging. But it's not enough to base your conversations on your audience's website and email activity only – what about social media? In this episode, host Jennifer Gutman of Oktopost reveals that buyers are actually spending an average of 116 minutes on social networks each day, making it the ideal channel for marketers to leverage when nurturing leads. In addition, you can find all resources mentioned throughout the episode below: The Definitive Guide to Social Engagement Data Inside of Marketo The Definitive Guide to Social Engagement Data Inside of Hubspot The Definitive Guide to Social Engagement Data Inside of Eloqua
If you don't have access to a stack of cherry-picked magnificent leads, how do you know which of the leads coming into your business are relevant, and which of those leads are junk? In this episode of Radically Transparent, Jennifer Gutman of Oktopost takes on how marketers can identify which leads should be pushed to sales and which may require further nurturing using social engagement data, and specifically examines lead scoring using social engagement data. You can find all the additional resources mentioned in this episode here: The Definitive Guide to Social Engagement Data Inside of Marketo The Definitive Guide to Social Engagement Data Inside of Hubspot The Definitive Guide to Social Engagement Data Inside of Eloqua
** Are you a Martech Enthusiast? Subscribe to our 2-weekly newsletter at clubmartech.com ** Switching marketing automation platforms can be tricky and requires a lot of preparation. Altudo has moved from Eloqua to Pardot and Akhil Mittal shares some learnings in this episode. In this episode, Elias has a chat with Akhil Mittal, who is SVP Global Sales & Marketing of Altudo. They are a martech agency specialized in corporate solutions. Topics we discuss: Things to consider when switching platforms: pricing and technology Best-of-breed versus all-in-one platforms CRM and marketing automation integration LinkedIn Akhil Mittal: https://www.linkedin.com/in/akhilmittal2/ Website Altudo: https://www.altudo.co/ ** Are you a Martech Enthusiast? Subscribe to our 2-weekly newsletter at clubmartech.com ** The Marketing Technology Podcast is brought to you by Marketing Guys, the #1 Martech agency in Europe. If you want to be on this podcast or would like to know more about Marketing Technology, visit our website at marketingguys.com or contact Elias Crum at e.crum@marketingguys.nl
Show Resources Here were the resources we covered in the episode: Lead Gen Form Ads Reporting UTM live builder NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover. Show Transcript I think B2B marketing and CRMs go together like chocolate and caramel. Today, we're diving into CRM reporting on this episode of the LinkedIn Ads Show. Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox. Hey there, LinkedIn Ads fanatics! If you listened to the last episode about the cookiepocalypse, you know that conversion tracking as we know, it probably isn't going to be reliable in the future. Luckily, B2B and E commerce have something in common here. In E commerce, marketers will always have purchase data, whether or not it occurred, what the sale value was, etc. And no cookie can affect that. There's a very clear line all the way from ad impression to a purchase. In business to business. When someone fills out a form it goes into your CRM. So if you're doing it right, there's never a challenge in figuring out how many leads came from a specific effort. If someone filled out a form and submitted it, it's in the database, it's become increasingly important in business to business to make sure that we've got data available to us as marketers, so we can close the loop on reporting. That way, when a platforms conversion tracking is way under reporting, because cookie data is limited, or when a platform may be way over reporting because it's using some algorithm to calculate the estimated number of conversions, you can be totally carefree. On this episode, we're gonna dive into the connection between your ads efforts, and your CRM platform and show you what you can do with the day that to close that reporting. Another hat tip to Mark Bissoni for requesting this topic. And any of you out there who have a topic you'd like us to cover, please do reach out to us at Podcast@B2Linked.com. We are always looking forward to helping you become more super powered and hear about the topics that you're interested in. In the news, for you listeners who are attending HubSpot Inbound conference in Boston, I'm going to be speaking on Thursday there. So I'd love to get to connect if you're going to be in town. I heard a couple of weeks back that my session was totally filled up. So I hope you got registered early. But if not get there early to stand in the standby line, I speak at quite a few digital marketing conferences every year. And Inbound is by far the largest one that I speak at. And it's one of the ones I most look forward to every year. Okay, for the topic at hand, let's hit it. 2:27 What is a CRM? What is a CRM? First of all, we talk about it a lot in business to business, we may use the acronym, or we may say customer relationship management platform. But realistically, we're gonna say CRM, because the other one just hardly makes any sense. It's basically a database of your customers, your prospects, really anyone you'd want to keep track of. There are so many different types of CRMs out there. Really, anything can qualify as a CRM. If you just keep an Excel sheet, or a Google sheet of all of your current customers with some data about them, that is a really basic CRM. So don't be daunted when you hear the term if you haven't heard of it before. Some of the major CRMs that you've probably heard of before, are like Salesforce, HubSpot, Constant Contact. There's way, way, way too many to list all here. And all of them have their own personalities. Some are very tailored to sales, some are tailored more to marketing, some are better for email versus reps who are making calls. We B2Linked we actually went through several CRMs testing this, and we would have one that worked really, really well when we were doing outbound. And another that was much better with handling inbound. One connected to email really well and made it easier to do newsletters. And ultimately, you're gonna have to study all of the different capabilities based off of what you need your CRM to do. I would say most of our larger clients use Salesforce. And what's so cool about Salesforce is it's infinitely customizable. You can literally make it do whatever you want. But along with that customizability it means it's incredibly complex. Most of our clients who use salesforce.com have an internal Salesforce admin whose job it is just to keep the platform up and running. So if you don't want to hire a full time admin, there are certainly simpler CRMs. But it's great because you can make it do whatever you want. HubSpot has recently become a pretty great contender in the enterprise space. It offers the CRM functionality for free, but then the fees really start to kick in when you add on different marketing or different sales packages. I should say that HubSpot relationship with LinkedIn really makes it special. Because HubSpot and LinkedIn communicate really well. A lot of these integrations that we're going to talk about are done pretty much automatically. So as a marketer, why would you want to do this? Why should you care about a CRM? The simple fact is that your CRM extends your data, your ability to analyze, and your optimizations, beyond just those front end metrics. If all you do is rely on just LinkedIn's campaign manager, the deepest insights that you can get are things like a cost per lead, or a conversion rate, which as you'll remember from the last episode, those metrics are even getting muddy. So that means you can't actually get accurate lead counts, or number of qualified leads, or figure out your lead quality by campaign, or even solve the Holy Grail, which is calculating your ROI. You can't do any of this without involving your CRM. 5:26 Getting the advertising data into the CRM In order to connect your advertising data in with your CRM, you have to get the advertising data into the CRM. And there are two different ways to do that. The first is if you're using LinkedIn lead generation forms. If you want to know more about this, go back to Episode 17, where we did a deep dive on them. And these are really, really great, they tend to have super high conversion rates. But because that data actually lives on LinkedIn, you then have to get that data out. Of course, you could log into LinkedIn every day, and download the leads that have occurred in the past 24 hours, and then manually process them. But good heavens, if you are listening to this podcast, you are paid way too much for doing that activity. 6:07 Automation Okay, so let's figure out how to automate that. LinkedIn has partnered with several of these CRMs to allow you to just send that data directly into the CRM without any sort of human contact, Salesforce.com, HubSpot, Marketo, Eloqua, and quite a few others, I've included a link down below in the show notes so you can see all of the different integration partners with your LinkedIn Ads. But if you're not using one of the CRMs, that LinkedIn fully integrates with, don't worry about that, because you have a pretty cheap solution. Zapier.com, last time I checked, their $20 per month plan could get all of your LinkedIn lead gen formatted data directly into about any CRM or any workflow that you want. And $20 a month is definitely a cheap price to pay, compared to having to do that all manually. So that's LinkedIn lead gen forms. What if you're driving traffic to your website and you want the form on your website to pass into your CRM? That's definitely possible. We've all been doing that for years. And here's how that process works. First of all, when someone clicks on your ad and visits your landing page, the link that they visit, can and should have tracking information in it. We call these tracking parameters. So those tracking parameters are just sitting in the address bar when someone is there on your page. And then when they decide to fill out the form, the info that it asks for might be things like your name, your email, etc. And then they hit submit. But what they don't know is that before the form is submitted, the JavaScript of the page made note of the whole URL that was up in the address bar, and all of its tracking parameters that could have in it, and it sent them along into the CRM, along with those visible form fields. So the CRM now has data about who someone was, as well as a little bit of information about where that traffic came from, which is incredibly helpful to you as a marketer. So then your CRM needs to be configured to actually look for those parameters and how to recognize them. And it'll store them inside that lead record that was just created through that form submission. Since the vast majority of marketers out there are using Google Analytics, we should take some time to talk about UTM parameters. Now don't get confused by the acronym UTM. Hardly anyone knows what it means it doesn't really mean anything. It stands for urchin tracking module. Urchin was the company that Google acquired to actually turn it into Google Analytics. So it's just a brand name, you don't have to worry about it. But now we as marketers talk a lot about UTM parameters, because Google Analytics has a set of five standard parameters that it accepts natively. And those are source, medium, campaign, content, and term. The first three are required, you need to provide a source, a medium and a campaign, but content and term and then a whole bunch of other custom ones, they're optional. So I'll give you an example. If I was sending traffic from LinkedIn Ads into my website, my UTM parameter for source would probably be LinkedIn. It's the website or the channel that I'm using. For my medium, I like to identify the different ad formats I'm using. So if I'm sending sponsored content ads to my website, I would probably put SC for sponsored content in media. Then for campaign I like to actually include information about either the actual campaign within LinkedIn, or a description of the audience. And that way, if I go into Google Analytics, I can see all of my reporting by audience segment, which is really cool. Then we have content. And Google originally designed this to be a way that you could tell the difference between your AB tests that you're running. So when we create ads, every single ad has its own unique UTM content parameter. And because it absolutely has to be unique. By far the easiest way I've found to make something unique is to stick today's date in it because obviously today's dates not going to repeat itself. So one of our content parameters might look really daunting to someone who doesn't know what they're looking at. But it may say something like LI, short for LinkedIn, SC, short for sponsored content, and then a six digit number representing today's date. And then like 0102, an incremental digit for which ad this was that we were publishing. And what's so cool is because that content parameter includes all of that information, it allows us to go back and figure out the exact image, the exact everything that was associated with that ad later on. And we track that all internally with proprietary tools. So this is obviously a very proprietary way that we handle the UTM content parameter. But I hope just as an example, this was helpful or interesting to you. The last standard UTM parameter is term. And that was used to track the individual keyword from different search campaigns. But obviously, because we're dealing with paid social here with LinkedIn, we don't really bid by keyword. So term is just one of those ones that's leftover. You could use it for something if you want, but you don't have to. So whether you're using Google Analytics or not, you can still use Google's UTM parameters. Or you could really use anything else. For instance, if you use Adobe Analytics, which is very much used by those enterprise companies, they have a parameter called a CID parameter. And of course, it can be very customized. But this is oftentimes one parameter that represents everything that Google asked for five parameters to represent. When you're advertising on Google, on Google Ads, Google will automatically put something called a gclid, or a Google Click ID inside the URL. And a lot of people are able to grab that parameter and make it useful and identifying an individual click. Facebook has something similar, they call it the FBclid, or Facebook click identifier. And if you don't want to use any of these, you don't have to, you could do your own custom URL parameters. If you look at a URL, anything after the question mark doesn't usually change the content of the page or change the address of the page at all. It's just extra information for some system about that traffic. There are a few very technical exceptions here. But usually, when you look at a URL, the address of the page ends, right as soon as you hit the question mark, and then everything after that, you can change and make whatever you want. So the question mark becomes your first query parameter. And then if you have multiples, they are separated by the ampersand or the and sign. So you can have as many query parameters as you want, it's just the first one is going to start with a question mark. All the other ones after are ampersands. And there's absolutely nothing magic about the parameters that you choose, it just means that you're going to have to configure some system to recognize and identify them, and store them if you want to use them. So if you haven't built parameters before, especially if you're using Google Analytics, there are a whole bunch of free tools out there to build your UTM parameters and your URLs for you. We've linked to one down in the show notes called utmbuilder.com. But it's a very, very simple type of function. And so a whole bunch of different companies have evolved to do this for free. We actually do this all within Excel. We have an automatic URL builder that grabs things from all the different columns that we're building our ads inside of Excel with, and just concatenates them together in the right format. So there are a lot of options, you can really do this any way you want. And we're going to talk a lot about how this information makes it into your forms. But it's helpful to know that UTM parameters were originally designed just to tell your analytic solution, how to categorize the traffic that you're bringing in. So for instance, if you click on a post inside of LinkedIn, that takes you to someone's website, Google Analytics is going to see the referring URL as LinkedIn. And that's pretty much all it knows. And it knows that LinkedIn is a social platform. It's going to categorize that as an organic social referral, which is actually correct in this case. But what if you were running ads on LinkedIn, and you didn't put any sort of parameters in the URL, someone clicks from one of your ads and lands on your website. And now Google Analytics is categorizing it exactly the same, it thinks it was an organic referral from social. But if you put UTM parameters in your URLs, you're telling Google Analytics, this is how I need you to classify this traffic. This is not an organic referral. This is an ad click. And here's the audience that was targeting. And here's what ad type we were using all kinds of different information that you can pass to them be able to properly analyze your marketing efforts. They enable you to look inside of analytics and see website traffic behavior, broken down by any of the UTM parameters you set up. You can see things like average session duration, or pages viewed by campaign or audience or individual ad or ad type. Really, possibilities are nearly endless. Alright, here's a quick sponsor break and then we'll dive into the weaknesses of URL track. 14:52 The LinkedIn Ads Show is proudly brought to you by B2Linked.com, the LinkedIn Ads experts. 15:01 If you're a B2B company and care about getting more sales opportunities with your ideal prospects, then chances are LinkedIn Ads are for you. But the platform isn't easy to use and can be painfully expensive on the front end, at B2Linked, we've cracked the code to maximizing ROI while minimizing costs. Our methodology includes building and executing LinkedIn Ad strategies, customized to your unique needs, and tailored to the way B2B companies buy today. Over the last 11 years, we've worked with some of LinkedIn largest advertisers in the world, we've spent over $150 million dollars on the platform, and we're official LinkedIn partners. If you want to generate more sales opportunities with your ideal prospects, book a discovery call at B2linkedin.com/apply, we'd absolutely love to get to work with you. 15:49 Weaknesses of URL tracking Alright, let's jump into the weaknesses of URL tracking. So first off, since it captures only traffic that submitting forms, this is best suited for what we would call the trust stage. We tend to break our stages down into three different stages, your awareness, your trust, and your advocacy. So you could have tracking parameters in your URLs. But if no one ever fills out a form, it really didn't do much except communicate to your analytics solution where the traffic came from, but nothing is going to make it into your CRM. So you wouldn't be able to tell from your CRM, about view through conversions, or assists from other platforms. The cool thing though, is that your analytics platform can still track what you define as a conversion. And the analytics solution is going to attempt to track all of the activity of that user. Of course, if you listen to our last episode about the cookie pocalypse conversion tracking may not be all that reliable in the future. So we'll just kind of have to wait and see. 16:43 Tracking Parameters And then some web developer decided they wanted their URLs to look clean. And so they do something in JavaScript called a URL rewrite. And then the website can I have come across some websites that do some crazy stuff with URLs. So for instance, you might send a URL with all of the tracking parameters. And then some web developer decided they wanted their URLs to look clean. And so they do something in JavaScript called a URL rewrite. And then the website can automatically strip out your tracking parameters to try to make the site look really clean to your user. The problem is that when that URL gets rewritten, it destroys your tracking. It might be great for visual cleanliness. But the vast majority of users are not going to care that they have junk at the end of their URL, we're so used to seeing long URLs with stuff that we don't understand. Another weakness that we've come across is if someone lands on the page, and then has URL parameters in their URL, but then they click to a different page, those parameters are then lost. Your analytic solution knows that that traffic came in from those parameters. But if that second page is the one with the contact form, and it's trying to grab those parameters, they're not there and it's just going to send through blanks. So when advertising on LinkedIn, my recommendation is to land traffic on a landing page that has the form on that same page. Don't give them opportunities to click elsewhere. Otherwise, you'll lose a lot of this tracking data, we actually experienced this ourselves, we sent ad traffic to a page with a link to a contact form. And of course, we love when someone chooses to contact us. But then as soon as the user navigated to the page with the form, it dropped their URL tracking parameters and so we lost them. We still ask them the discovery call where someone heard about us. So we'll still get a little bit of data about which channels are performing and turning into appointments for us. But it's not nearly as reliable as if I had the UTM content parameter telling me exactly which ad drove that person. So you need to make sure that you configure your CRM to accept this data that you're giving. And this is all to make sure that when someone submits the form, and that data is passed into your CRM, it carries with it information about the source of that traffic. And that means that any lead that enters into your CRM that had tracking parameters in the URL when the form was filled out, would communicate that source information on that lead form. So now once you have the data in your CRM, we get to do some really cool stuff. As a disclaimer here, I'm going to talk you through the steps that I would take in Excel to do this. So if you're not already comfortable with Excel, this may sound a little bit like gobbledygook. But first off, you want to go and find out in your CRM, how do you generate a report for a specific timeframe? What this report should look like the first column should be the date. The second column should be some tracking parameter. For us, it would be the UTM content parameter, but you could put anything you want in there, the UTM campaign, it could be an Adobe ad CID, or anything else. And all subsequent columns would be a count of the number of records for each of the down funnel conversion steps that you want to track. So for instance, in standard B2B, we might have like an MQL for marketing qualified leads and an SQL for sales qualified leads. We might have number of proposals sent out Number of close deals that happened. And that means any of my tracking parameters that brought in a lead, or graduated to an SQL or graduated to a proposal or a closed deal on that date, it would have an incremental digit in one of those columns. You export this to Excel so that you can get ready to combine it with your spend performance data. I'm going to refer to this CRM data as CRM data from now on. Then you want to actually go to your LinkedIn ads reporting. So you go into LinkedIn Ads, it's very important, you want to make sure you've set your timeframe for your reporting as the same timeframe that you're looking at for your CRM data, then you want to export your ad performance data into Excel. Now, it's really important that you do choose the ad Performance Report, because that's the report that is going to have all of your click URLs in them. And your click URLs is where your UTM parameters or other tracking parameters are housed. You should generate this as an all time report. Otherwise, you might have a row for every single ad that ran for every single month or every single day that it ran. So generate that as an all time combined report and then you won't need to run an extra Pivot Table on your data later, which would be a pain. If you haven't listened to Episode 69 of the podcast all about reporting, you'll definitely want to make sure you do that. Then the next steps that I do is I will take the destination URL column, which houses all of the URLs with their tracking parameters and I make a duplicate of that column. And someone who's really good at Excel is about to tell me how dumb I'm doing this, I need to strip out just the tracking parameters that I care about into their own columns. And so I do this with the search and replace function inside of Excel. If I'm trying to isolate just my UTM content parameter. For instance, I'm going to do a search and replace on that column in Excel. I'm going to start with the asterisk, which is a wildcard in Excel. And then I'm going to put UTM underscore content equals and then I'm going to leave the replace blank. So what happens is Excel is looking for anything that comes before UTM underscore content equals and replacing it with nothing. So now on the left side of that URL, I have only the contents of my UTM content parameter. If there are other parameters that came after it, I can do the same thing by doing a search and replace for whatever comes after that maybe the first few characters or something with a wildcard after that. And then again, replace that with nothing. Now I have a column where just the values of my UTM content parameters are housed. If I care about the other UTM parameters, I can do the same thing to isolate source, medium, campaign, term, etc. So now you have a column for each UTM parameter that was associated with each ad. So now I can create a pivot table where the row is the tracking parameter and then my values are the columns that I bring in are things like spend, impressions, clicks, and any other ad performance data I care about. So this sheet that you're working with right now becomes your base data, as I call it. So you want to keep this sheet open. And I'm going to refer to this as your ads data from now on. So if you're tracking so far, we have a spreadsheet containing your CRM data. And we have this one that contains your ad data. So now you want to go and take your CRM data and paste it into a new sheet in your workbook. That way, it's one Excel file that houses all of your CRM and your ad performance data. Then once it's all in one sheet, you get to start doing the magic work, you can start combining your ads data with your CRM data to find insights. So in your ads data, I would then go and create a new column for each of the lead stages. So I might create a column for MQL, one for SQL, one for proposal, one for closed deal. And then to fill those columns up, I'm going to do a V lookup, which allows me to bring in the number of each type of those conversions by whichever tracking parameter was there within my ads. So if I were doing it, I would look for that ads individual UTM content parameter, that's my tracking parameter, then I would go to our sheet that contains the CRM data and pull in the number of MQLs associated with that UTM parameter. I'd go and do the same thing, another lookup to bring in the second stage, maybe SQL, another one to bring in proposals, and other to bring in closes. So now we don't even need that sheet with our CRM data anymore. We can do everything from right within the ABS data. Now highlight all of your ABS data and create a pivot table from there. And again, you want your tracking parameter to be the row and then for your values. You want to bring in all of your ad performance. So your spend your impressions your clicks, video views, whatever you want to bring in. And then what I do is inside of that pivot table, I go to create additional calculated columns. You can do it manually is kind of the lazy way. But it's a lot easier to do this as calculated columns. So I'll go and create calculated columns for click through rate and cost per click. I'll create one for conversion rate, that is essentially my MQLs divided by my clicks, or leads, divided by clicks, whatever you're using, I can create one for cost per conversion. But now because I have these columns in my data for number of MQLs, number of SQL, all those further lead stages, I can create a calculated column of my cost per MQL, my cost per SQL, my cost per proposal, my cost per closed deal. Extra credit if you're actually pulling in the deal value from your CRM, then you could actually do a calculation of my actual return on adspend, or my return on investment. I also like to create columns for my close rate, or my graduation rate from every stage of the funnel. So I could show my graduation rate from MQL to SQL. So now you're actually looking at a report making decisions about the ad performance, based on the performance all the way down the funnel. It allows you to make decisions like oh, my cost per conversion is cheap with this audience, but they convert to sales qualified lead at a really poor rate. So it's really not worth us running. And there are so many more steps here that just talking you through, it isn't going to work very well. So I would encourage you to come follow us on YouTube. And I'm going to do a walkthrough of a down funnel report, the whole build, in the coming weeks, so you can follow along. And you can see the link to our YouTube channel, just down in the show notes below. Make sure you're subscribed. 26:44 Nurturing Your Leads So let's get away from the geeky stuff. Now, what can you do to actually nurture your leads, once they're in the CRM? Well, remember, your CRM is basically just a database of the people that you've put in there. So you could export from your CRM, all current customers, and then upload that into LinkedIn as a matched audience, to target and show messaging to those who are your current customers, which could be really good for retaining them. And once you have that list, you can also exclude it from your other targeting, so that you're not showing prospecting ads to people who are already paying you money. Something else I really like to do from nurture, is download a list of active leads, especially the companies that who have become leads, but haven't yet closed the deal. And I can upload that into LinkedIn, and create a warming campaign just around trying to inspire those active leads to close. But of course, if this is done inside of your CRM, most of the time, this is able to be pushed out through your marketing automation workflow, or as an email list. So the same advertising you could do to people who are active leads, but haven't closed, you could also send them emails to keep them informed. Or maybe your marketing automation system does SMS or text messaging. If you have a list of emails, most ad platforms, at least the major ones, allow you to upload those lists of emails and target them with ads, just like LinkedIn. But Facebook, custom audiences can do it. Google can, Quora can, Twitter can. So there's a lot here that you can do across all of your different platforms. And just another note here on lead quality reporting, you could wait for sales to give you some sort of a lead quality or a lead score on the leads as they come in. But I find if I have enough leads coming in just my graduation rate from MQL to SQL, or SQL, which might be stage two to stage three, whatever comes next is going to be really effective at telling me the quality of the leads that are coming through. If they're not graduating to stage two or stage three in my sales process, chances are sales does not think those leads are very high quality. So for instance, if one campaign has a higher cost per SQL than another campaign, you can take action by lowering the bids or pausing that campaign entirely. Or if you have one ad that has a terrible graduation rate, you could pause that ad and go and try something else. 27:16 Pitfalls As you're setting up your CRM to be able to do everything that we're talking about, there are some pitfalls that you might come across. So let's go through a few of those. We have had a situation several times with our clients CRMs, where our point of contact will ask us to send over the tracking parameters in advance so that they can set the CRM up to recognize and watch for that parameter to occur. We don't want to do this, since it requires human work before every ad launch. And if you happen to launch ads before that work has been done in the CRM, then the CRM won't properly track that traffic, which is not great. So just know that whatever CRM you're using, it can be set up so you don't have to do this. What it does is it just dynamically grabs every parameter from the URL and inserts it in the lead record. So make sure you're set up to do that. I should note that hubs Spot does this really, really well, because of its integration with LinkedIn. As traffic comes in from LinkedIn to your website into HubSpot, I'm pretty sure this is already right out of the gate. Another pitfall that we've come across is multiple forms being filled out by the same user ends up overwriting the tracking parameters from the last time. So for instance, if I clicked on a LinkedIn ad, and filled out a form, and then came back three weeks later from a Google retargeting ad, and then filled out a different form, as they both go into the CRM, a lot of times what happens is the CRM goes, oh, we have an update on this user and so I'm going to delete the tracking parameters that say that they came from LinkedIn and update it as now they came from Google. And I'm sure you can see why this is a problem. If you're trying to track your LinkedIn performance, you don't want to lose those leads that are just taking further action with the website. So what you want to happen is you want to stack all of their tracking parameters. So every time a user comes through, and fills out a form, and they come up with new tracking parameters, it just keeps record of all of the steps that that user took in their journey. You might also have some logic that decides how to treat duplicate form fills. Some teams really care about net new leads. So sure, you're gonna drive traffic from LinkedIn. And the same person over a two month period maybe has filled out a form twice so there's two conversions. But if the team says we only care about net new conversions, they might treat that just as a single conversion. I get asked a lot about different attribution models. Do we recommend first touch attribution, last touch, W shaped multi touch? Well, I definitely have an opinion here. But I don't have a blanket opinion that boosts one model up over another. The model I care about is what I call any touch attribution. Since we're managing only one ad channel, but our clients, our points of contact, they need to judge the performance over multiple channels that they oversee, they're going to need to select the attribution model that they care about and want to use. And we do of course, hope that it's one that fairly attributes the performance across all the channels. So that's attribution done by the manager. But I suggest every individual channel owner gets access to every single lead that was touched by their channel. And I call this any touch attribution. What this means is when we go to do reporting on LinkedIn ad performance, every ad and every conversion that was driven, I can then link up to spend that occurred on the platform. So we have a precise calculation for the cost per lead, and their cost per qualified lead, etc. And ultimately, if the manager decides that they want to give the credit for a deal, partially or fully to another channel, I don't care. What I care about is getting as much data about which of my ads and campaigns are driving actions. So I can then go and optimize towards those data points and make the LinkedIn account better. So as a recap here, managers over multiple accounts should be using a general attribution method. But individual channel owners should be running off of any touch attribution, because you're definitely going to want as much data about performance down funnel as possible to help improve your ad creative. 30:53 All right, I've got the episode resources for you coming right up. So stick around. Thank you for listening to the LinkedIn Ads Show. Hungry for more? AJ Wilcox, take it away. 33:29 We mentioned lead gen form ads on LinkedIn, that's episode 17, so go and make sure you've listened to that. Also, Episode 69 is all about reporting so make sure you've caught up on that. To build UTM parameters onto your URLs, that's just utmbuilder.com, You can see the link in the show notes as well. There's also a link to our YouTube channel where you can see future reporting breakdowns that I'm gonna do. If you or someone on your team is looking to learn more about LinkedIn Ads, definitely pass them the course you'll see the link down below. It's the LinkedIn Learning course all about LinkedIn Ads that I'm the author of. It's by far the least expensive and the most in depth training that you can find on LinkedIn Ads right now. So check that out. Also, look down at your podcast player right now. If you haven't already, hit subscribe, and everything I'm sharing with you absolutely is free. But I hope you'll consider going to actually leave us a review in your podcast player. It is the biggest way that you can say thanks for us putting these episodes together with any questions, tips, tricks, suggestions, anything like that, hit us up at Podcast@B2Linked.com. And with that being said, we'll see you back here next week. Cheering you on in your LinkedIn Ads initiatives.
This year the University of Phoenix (UOPX) and Jobs for the Future (JFF) announced a partnership to drive the equitable economic advancement of Black leaders and workers. With funding from UOPX, JFF will conduct in-depth research analyzing existing strategies for developing social capital currently implemented by higher education institutions and employers. This work will inform the creation of an evidence-based, actionable framework and raise awareness about how professional social capital contributes to economic advancement of minority groups. Tune in as Dr. Jamal Watson sits down with Michael Collins, vice president of JFF, and Dr. Kimberly Underwood, associate faculty member and research chair at UOPX. KEY POINTS: - What is social capital? And why is it so critical? - The missing piece in the college mobility narrative - Why we need to look at social capital as a collective process - How the partnership between JFF and UOPX evolved - Filling the gaps in equity in higher education and the workplace QUOTABLES: “In the case of the JFF and University of Phoenix partnership, we care most about is what we call professional social capital. It's this kind of social capital that provides access and opportunity in the labor market. The kind of relationships that are conducive to information about opportunities and also even action.” OTHER RESOURCES: Jobs for the Future Awarded $5 Million to Assist Young Adults Access Apprenticeships: diverseeducation.com/leadership-policy/article/15295314/jobs-for-the-future-awarded-5-million-to-assist-young-adults-access-apprenticeships?utm_campaign=5869&utm_medium=email&utm_source=Eloqua PRODUCTS / RESOURCES: Watch this video and others on our YouTube channel: youtube.com/user/Diversediversedivers Visit the Diverse: Issues In Higher Education website: diverseeducation.com Or follow us on social media: Twitter: twitter.com/diverseissues Instagram: instagram.com/diverseissuesinhighereducation Facebook: facebook.com/DiverseIssuesInHigherEducation/ Linkedin: linkedin.com/company/diverse-issues-in-higher-education Transcription services are available upon request. Please drop us a line here. In The Margins is produced by Diverse: Issues In Higher Education and edited by Instapodcasts (visit at instapodcasts.com)
To say Jill Rowley has vision, which, by one definition, is the ability to think about or plan the future with imagination or wisdom, is an understatement.First, early on her career, she saw sales as an avenue to control her own income and destiny. Second, she saw that Salesforce.com would be a great place to launch her sales career when it was just a little-known start-up. Third, she chose to join Eloqua in its infancy (Jill was employee #13) because she saw the power of marketing automation before most did. Then, she saw “social selling” as a powerful go-to-market strategy well before social selling was part of the lexicon. That's vision. So, what does she see next? Ecosystems. She sees ecosystems as the next big shift in the way SaaS companies will win, and playbooks should start to include them--immediately. True, many companies use partnerships as part of their go-to-market strategy, but few look at prospective partnerships as part of an ecosystem to authentically delight and over deliver value for their customers.
Our guest this week is Jill Rowley! Jill has over two decades of experience in B2B SaaS: she was one of the first 100 employees at Salesforce and employee #13 at Eloqua, and joined Marketo 11 months before it was acquired by Adobe. Now, she advises startups as a GTM Advisor and Limited Partner at Stage 2 Capital. In this episode, she and Ross dive into common startup sales mistakes, how to build deeper partnerships, and tactics for making your solution "stickier" in your customers' world. Get episode summaries & subscribe to get more startup sales tactics here. About Jill Jill Rowley has 22 years in SaaS, the majority in MarTech. Born Sales, Bred Marketing, Bleed Customer. Early employee at Salesforce (first 100) and Eloqua (#13). Former Chief Marketing Evangelist at Marketo. Been through numerous acquisitions, including Oracle ($871 million), Cisco ($270 million), and Adobe ($4.75 billion). One of the first Social Selling evangelists and professional speakers on the topic. Investor and advisor at various B2B SaaS companies, including Stage 2 Capital, Guild Education, Vidyard, Terminus, and People.ai.
The United States is entering summer with natural gas prices approaching $9/mcf and Lower 48 storage levels 15% below the five-year average, and North America drillers are loath to increase supply as investors force restraint. S&P Global gas markets experts Matthew Palmer and Laurent Ruseckas join EnergyCents this week to discuss how this summer, and how global gas demand increasingly influences North America markets. Learn more about our gas markets coverage in Global Gas service https://ihsmarkit.com/products/global-gas.html and, for investors, EnergyView – Gas, Power, Renewables https://ihsmarkit.com/products/energyview-gas-power-renewables.html Hear more from Laurent in our On Demand webinar, “Identifying institutional investment opportunities in oil and gas markets” https://ihsmarkit.com/events/identifying-institutional-investment-opportunities-in-oil-and-gas-markets/overview.html?utm_campaign=CL_ENR_CSG_26April22_EnergyAdvisory_ET1_PC022175_e-production_E-135164_PRDM_0504_1315&utm_medium=email&utm_source=Eloqua
As marketers, we spend a lot of time talking about Millennials. We target them as consumers, employees, and donors, to the point of obsession, as the next cohort after the Boomers. But wait! We are overlooking Generation X, not surprisingly called the “Forgotten Generation.” This is the 65 million people in their 40s and 50s sandwiched between the Boomers and the Millennials. They represent a $2.4 trillion market. Ignoring them could prove a costly mistake for both businesses and nonprofits. In this episode, we speak with Alicia Lifrak, who is a Gen X member herself, and has spent the past 25 years leading strategy in the nonprofit and higher education worlds. She explains why marketers ignore Gen X at our own peril, and what we should be doing about it. Pop Quiz: Can you name at least 3 Gen X leaders of major transformational companies today? Listen to this episode for the answer. About our Guest: With more than three decades of experience in the philanthropic sector, Alicia M Lifrak is a marketing executive and board advisor, based out of California. He was the first head of marketing for Sirius Decisions, a sales and marketing advisory firm now part of Forrester Research. Previously he has served as marketing executive at companies like Eloqua, inRiver, TOA Technologies and previously created the online marketing function for Nuance, now part of Microsoft. He co-founded DemandCon, the first demand generation conference after creating the Eloqua Experience and Markies awards program that Oracle has continued even after acquiring Eloqua. An in-demand speaker at events like Dreamforce, DMA, AMA and Campus Party, Steve stays active in the industry, serving as a marketing mentor to young professionals. She currently serves as Executive Vice President for the Gabriel Group, an OSG Company, leading the nonprofit division in offering full-service fundraising, marketing and strategy consultation to clients. Prior to joining Gabriel Group, Alicia spent 25 years leading teams to achieve exceptional results in nonprofit and higher education. Alicia also serves in several key leadership roles as a volunteer and active member in organizations including The Nonprofit Alliance, NonProfit Pro, Rotary International, the Meridian Society and the Washington University Women's Society. After moving around the U.S. for most of her life, Alicia now lives in Illinois with her four kids, a cat and a dog. She travels frequently, for work and for fun, is an avid reader and loves to see live music. To connect with her directly or learn more, contact her at Alicia.Lifrak@osgconnect.com WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.
In this episode, we replay the April 19th Diverse Talk Live! webcast: “HBCU Accountability and Outcomes: What Matters," moderated by Dr. Jamal Watson. In case you missed it, listen in as a panel of experts dissect what accountability and outcomes look like at Historically Black Colleges and Universities (HBCUs). Answering your questions, the panelists work to educate their communities about the value of these institutions and the unique work that they do, as well as share the best practices for keeping HBCUs accountable to their mission and students. Panelists include: Dr. Roslyn Clark Artis, President, Benedict College Dr. Charlie Nelms, Chancellor Emeritus, North Carolina Central University Dr. Alvin Schexnider, Former Chancellor, Winston-Salem State University KEY POINTS: - What does accountability look like at HBCUs? - How do we create a culture of shared governance post-COVID-19? - Clarifying roles and responsibilities in higher education - HBCU engagement with legislature and political leaders - The educational and economic impact of HBCUs - Building, cultivating, and maintaining alumni relationships QUOTABLES: “The bottom line is, accountability is about living your mission. Living it and providing demonstrable evidence that you are achieving it by students graduating with the kind of education that will allow them to live, to lead, and to continually learn in a global environment and thrive in such an environment.” OTHER RESOURCES: Watch this webcast at: HBCU Accountability and Outcomes: What Matters | Diverse: Issues In Higher Education (diverseeducation.com) Keeping HBCUs Accountable to Their Mission, Students, and Communities: diverseeducation.com/institutions/hbcus/article/15291033/keeping-hbcus-accountable-to-their-mission-students-and-communities?utm_campaign=5797&utm_medium=email&utm_source=Eloqua PRODUCTS / RESOURCES: Visit the Diverse: Issues In Higher Education website: diverseeducation.com Or follow us on social media: Twitter: twitter.com/diverseissues Instagram: instagram.com/diverseissuesinhighereducation Facebook: facebook.com/DiverseJobs?_rdc=1&_rdr Linkedin: linkedin.com/company/diverse-issues-in-higher-education Transcription services are available upon request. Please drop us a line here. In The Margins is produced by Diverse: Issues In Higher Education and edited by Instapodcasts (visit at instapodcasts.com)
What is up PartnerUp!Today we have on Rob Brewster, CEO of Go Formz, and ex - Twilio, Eloqua, and Salesforce.To succeed in this business, you need the right mindset, and Rob is a classic example of this.Beginning as a “food and beverage salesman on a 20% commission structure,” aka a waiter, he stumbled into SaaS and made it a priority to exceed expectations.You can't just do what's expected of you, you have to go above and beyond.Enjoy! Never miss an episode by subscribing to the podcast on Apple Podcasts, Spotify, or wherever you get your podcasts. If you're a visual person, sub to our YouTube, and see the full recording of the episode.Share the episode with your commentary on LinkedIn and hash #partnerup #partnerhacker. We love to hear your thoughts on each episode, and would love to comment and share back!Check out all past and future the PartnerUp episodes at https://www.partneruppodcast.com and subscribe NOW to our new newsletter at https://partnerhacker.com/
Kris Gormley is the Senior Program Manager of Marketing Automation at Cognex. Today, Scott and Kris talk about getting the data right by seizing opportunities and how to find the right tool that works for you. Kris shares her journey with Eloqua and Salesforce and how these tools are now helping them clean up their data to get the right work done.
We are doing a special series of episodes leading up to Rocketlane's Propel22, the world's first customer onboarding conference, in which we will talk to many of the Propel22 conference speakers to preview their talks and see what we can do to further the customer onboarding category. We all know that the best thing we can do the help customers be successful is set them up for success right from the start. Peter Armaly is VP of Customer Success at ESG, advisor and board member and former customer exec at Oracle, BMC Software, and Eloqua.Register for Propel22: https://rocketlane.com/propelMore about ServiceRocket:Visit ServiceRocket.com: https://www.servicerocket.com/On Linkedin: https://www.linkedin.com/company/servicerocket/On Twitter: https://twitter.com/servicerocketOn Facebook: https://www.facebook.com/ServiceRocket/On Instagram: https://www.instagram.com/servicerocket/ Subscribe at helpingsells.substack.com
In this episode we replay the December 7th Diverse Talk Live! webcast, "Meeting the Mental Health Needs of Minority College Students." In case you missed it, listen in as a panel of experts evaluate and advise on how higher ed institutions can best address the mental health needs of minority students — particularly as they grapple with a myriad of challenges including the ongoing COVID-19 pandemic and a nationwide flashpoint on systemic racism, punctuated by the recent guilty verdicts of the individuals charged with the murder of Ahmaud Arbery. Panelists include: Nahed Barakat, Psy.D., Licensed Clinical Psychologist, Interim Training Director/Coordinator of Diversity & Inclusion Initiatives, University of Denver, Health & Counseling Center Nathaan Demers, Psy.D., Licensed Clinical Psychologist, VP of Clinical Programs & Strategic Partnerships Amy Gatto, Senior Manager of Higher Ed & Evaluation, Active Minds KEY POINTS: - Where does the responsibility start and end for higher ed institutions when it comes to the mental health needs of students? - How investing in student mental health increases retention and persistence - What range of support should institutions aim to provide? - The unique challenges facing students today - How is mental illness manifested differently in minority students? - Ensuring appropriate responses to mental health crises - How to overcome cultural stigmas and barriers around mental health care QUOTABLES: “We're talking and teaching people how to think, how to interact, how to support others, how to be global citizens, and maintaining mental health and well-being is essential in that mission." “We need to elevate well-being and mental health to being a topic that's just as important as your grades and getting a diploma.” OTHER RESOURCES: Watch this as a webcast at: diverseeducation.com/webinars/webinar/15282037/meeting-the-mental-health-needs-of-minority-college-students?utm_campaign=&utm_medium=email&utm_source=Eloqua Panel Proposes Ways to Meet the Mental Health Needs of Minority Students: diverseeducation.com/students/article/15286117/panel-proposes-ways-to-meet-the-mental-health-needs-of-minority-students?utm_campaign=&utm_medium=email&utm_source=Eloqua PRODUCTS / RESOURCES: Visit the Diverse: Issues In Higher Education website: diverseeducation.com Or follow us on social media: Twitter: twitter.com/diverseissues Instagram: instagram.com/diverseissuesinhighereducation Facebook: facebook.com/DiverseJobs?_rdc=1&_rdr Linkedin: linkedin.com/company/diverse-issues-in-higher-education In The Margins is produced by Diverse: Issues In Higher Education and edited by Instapodcasts (visit at instapodcasts.com)
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