Podcast appearances and mentions of jeanne hopkins

Bullseye Marketing: How to Grow Your B2B Business Faster 2nd Ed. by Louis Gudema About the Book: Do you want to accelerate the growth of your B2B company? In Bullseye Marketing, you'll learn how to develop, launch, and scale a successful marketing program for your B2B company. Louis Gudema focuses his Bullseye Marketing Framework exclusively for B2B companies in this second edition. The first edition was named One of the Best Marketing Books of All Time by Book Authority. I have written a new foreword in which I say, “Over the past decade-plus, for my Marketing Book Podcast I've read nearly 500 excellent marketing and sales books, cover to cover. As you can imagine, with that many titles under my belt, so to speak, the range of authors and quality of titles is considerable. Louis Gudema's original Bullseye Marketing is one of my favorites. This new edition is even better.” At the strategic level, readers of Bullseye Marketing will learn the three-phase Bullseye Marketing Framework that prioritizes the fastest, most cost-effective ways for B2B companies to grow faster.  Louis then goes into detail on what it takes to successfully implement close to two dozen marketing tactics, providing hundreds of tips, best practices, and examples for successfully executing B2B marketing campaigns.  While many companies put too great of an emphasis on short-term lead generation, in this second edition Louis presents research around the importance of long-term building of a company's brand and its mental availability to optimize long-term business growth.  He also provides evidence of the importance of creativity in building mental availability, and many examples of creative B2B marketing that go beyond the more typical product-centric marketing seen by many companies. The book also includes interviews with nationally-known marketing and sales leaders Ann Handley, Scott Brinker, Evan Kirstel, Gini Dietrich, Jeanne Hopkins, Jim Ewel, James Carbary, and Zorian Rotenberg, and new case studies. About the Author: Louis Gudema helps B2B companies build their brands and generate leads as a fractional CMO and marketing strategist. He also mentors MIT startups as part of its Venture Mentoring Service, and since 2015 has led an annual marketing boot camp for the MIT startup community.  Louis previously founded a marketing agency serving enterprise companies such as IBM and the Boston Globe. He then pivoted it into a SaaS company and grew it into one of the top companies in its national market before a successful exit. He has acted as vice president of business development at two mid-sized marketing agencies. For several years, Louis was the head of the executive committee for Boston's Sales and Marketing Innovators professional association. Louis speaks frequently on marketing and business at regional and national events and has written for leading business sites including The Harvard Business Review, MarketingProfs, IDG Connect Marketer, Chiefmartech, Venture Beat, The Content Marketing Institute, and Econsultancy. And if that's not enough, he also ghostwrites and co-writes business and marketing books. And, interesting fact - he grew up on a farm in Illinois, and he has won poker tournaments - at casinos!  Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/bullseye-marketing-2-louis-gudema 

A friend of mine reached out recently and asked me if influencer marketing was possible for B2B businesses. Keep in mind this friend isn't in the bubble of marketing and doesn't follow along with the same type of topics you or I do. He also probably didn't give it much thought before asking. When I explained to him that not only is B2B influencer marketing possible, but in my opinion, B2B brands have been deploying influencer marketing in far more sophisticated ways than B2C brands for a long time. I asked him rhetorically, “Who do B2B brands call on to be guests on their webinars or co-author reports and white papers? Industry experts, right? Who are influencers.” My friend is a pretty bright guy. He actually responded with a “Duh” moment and thanked me for correcting his blind spot.  It is true. Business to business brands use influence marketing all the time. I happen to host second podcast and streaming video show for CIPIO.ai called The Rise – The Community Commerce Marketing Show. You can find that wherever you get your podcasts or at CIPIO.ai/podcast.  Our guests on that show are influential people in the world of marketing, business, technology and community building. We've talked to big-shot industry thought leaders like Bruce Cleveland, author of The Traction Gap, former Hubspot marketing lead Jeanne Hopkins, and many more. The reason we're bringing those people to the podcast is because they are influential in the space of marketing decision makers and C-level executives we hope to reach with our product. They are influencers. Soon, we'll be rolling out webinars featuring someone other than me to help our customers and prospects learn better techniques to build and nurture community. CIPIO.ai's suite of applications facilitates things like community influence marketing, so leveraging influential people who are knowledgeable about the topic attracts more people to our content which drives more leads and customers. In fact, every webinar you've ever attended that featured a speaker from outside the company presenting the webinar … influence marketing for that company. I can talk about this all day, but I thought it best to bring an influencer in the B2B influencer marketing space to the show to bring far more wisdom than I can muster. Rachel Miller lead influencer marketing efforts for SAP for a long time. She's now heading up her own agency working with other clients on influence strategy in both the B2B and B2C space.  Rachel has long been one of the big B2B brand representatives at the various influencer marketing marketing events out there, so a lot of the world of B2B influence marketing thinkers have learned from or been inspired by her.  Today, we're going to mine Rachel's experience for insights on B2B versus B2C, what issues are holding brands back in influence marketing and more. Winfluence is made possible by Cipio.ai – The Community Commerce Marketing platform. What does that mean? It's an influencer marketing software solution, but it has additional apps that function to tap into your brand community to drive commerce. Community Commerce Marketing moves beyond influencers to fans and followers, customers, employees and more. Try its generative AI application, Community Generative AI (GCI), with a two-week free trial at cipio.ai/cgiapp, and generate a library of social captions in minutes you can use right away. Learn more about your ad choices. Visit megaphone.fm/adchoices

Unmiss is excited to host Jeanne Hopkins as our guest for this episode. She will discuss the role of fractional C-level executives in companies, offering tips, trends, and valuable insights from her experience. Topics will include: – The benefits of hiring fractional C-level executives – Identifying the right fractional executive for your company – Setting…

We hear about all the ways marketers miss the mark - what they do wrong. What if we focused on what they are doing right and then expand the use of those tactics? Some companies have a team of one or less than five and each must wear several hats. If, as a group, you lay out what is working, analyze the results through Google Analytics and pulling in all the pieces, as a group, you can tackle what is next. It may be enhancing the most popular pages you have to ensure you move people along on the journey toward a conversation with your sales team. It may be creating a podcast or other content that appeals to your existing customers as the "inside group" rather than only talking to them when you want to sell them something new.  Jeanne Hopkins goes through ways to bring out the best in the existing marketing plan, letting go of what's not working and allowing companies to divide and conquer what needs to be done to engage, then celebrating the mountain of measurable successes as a group. Join us for, "Making Use of What Marketers Are Doing Right." Links from this episode: Connect with Jeanne on LinkedIn: https://www.linkedin.com/in/jeannehopkins/  Connect with Susan on LinkedIn: https://linkedin.com/in/susanmfinch   About Jeanne Hopkins, B2B Fractional CRO with growth marketing chops, Advice with Accountability, GTM, PLG; former @hubspot VP Marketing; Speaker; Author; Advisor; Mentor; Start-up Investors: Deep expertise in data-driven, high-velocity B2B and B2C customer acquisition, sales, marketing, and customer success organizations. Inbound (obviously)-based lead gen programs to support global demand for high-growth SaaS companies. Experienced in building GTM programs from scratch and turning around existing ones. Able to forge lasting partner marketing relationships with startups and enterprise-class organizations. Inbound marketing success in driving practical corporate, divisional and industry lead gen and nurturing programs. Success in growing and leading teams towards rapid results plus can enthusiastically manage many programs, people, vendors and campaigns concurrently, Proactive and highly productive w/analytical skills, thrive in a rapidly changing environment (start-up to corporate marketing), inspires excellence in others. Demonstrates concise, effective communication both written and spoken, able to handle ambiguity, a high workload, and an extreme amount of detail - all within budget. Building sustainable relationships that drive revenue via demand generation programs: Strategic, Technical & Creative - Co-chair MassTLC Sales & Marketing Group; Co-author, "Go Mobile"​, #1 best-selling mobile marketing book. Named to Sales Lead Management Association "Top 50"​ 3 years in a row and "20 Women to Watch" in 2015/14/13 & 2011; Named to VAR Guy Top Channel Leaders in 2015; MSPmentor People to Watch in 2014; BizJournal marketing experts; Speaker @ MarketingProfs B2B Forums, HubSpot Inbound 2011/12/13/14/15 Conferences, MIT Entrepreneurs Forum, AMA, Social Media Today, BrightTalk, MassTLC, Social Fresh. Advisor: OneScreen.io; Siemplify.co; Rank the Vote Digital Council; USEFULL (Coffee Cup Collective); Below The Fold (Acciyo) Author: Go Mobile!

A more complete title is, "How are you marketing to your employees, customers, prospects, community?" Today I'm talking with Jeanne Hopkins who is launching Salty Marketing Company this month. We'll cover what a fractional CMO is and isn't, the four elements of marketing that every company must include or fail. Employees Customers Prospects Community Consider this a wake-up call to marketers who are unable to justify their spending. This is part one of our session. Links from this episode: Connect with Jeanne on LinkedIn: https://www.linkedin.com/in/jeannehopkins/  Connect with Susan on LinkedIn: https://linkedin.com/in/susanmfinch   About Jeanne Hopkins, B2B Fractional CRO with growth marketing chops, Advice with Accountability, GTM, PLG; former @hubspot VP Marketing; Speaker; Author; Advisor; Mentor; Start-up Investors: Deep expertise in data-driven, high-velocity B2B and B2C customer acquisition, sales, marketing, and customer success organizations. Inbound (obviously)-based lead gen programs to support global demand for high-growth SaaS companies. Experienced in building GTM programs from scratch and turning around existing ones. Able to forge lasting partner marketing relationships with startups and enterprise-class organizations. Inbound marketing success in driving practical corporate, divisional and industry lead gen and nurturing programs. Success in growing and leading teams towards rapid results plus can enthusiastically manage many programs, people, vendors and campaigns concurrently, Proactive and highly productive w/analytical skills, thrive in a rapidly changing environment (start-up to corporate marketing), inspires excellence in others. Demonstrates concise, effective communication both written and spoken, able to handle ambiguity, a high workload, and an extreme amount of detail - all within budget. Building sustainable relationships that drive revenue via demand generation programs: Strategic, Technical & Creative - Co-chair MassTLC Sales & Marketing Group; Co-author, "Go Mobile"​, #1 best-selling mobile marketing book. Named to Sales Lead Management Association "Top 50"​ 3 years in a row and "20 Women to Watch" in 2015/14/13 & 2011; Named to VAR Guy Top Channel Leaders in 2015; MSPmentor People to Watch in 2014; BizJournal marketing experts; Speaker @ MarketingProfs B2B Forums, HubSpot Inbound 2011/12/13/14/15 Conferences, MIT Entrepreneurs Forum, AMA, Social Media Today, BrightTalk, MassTLC, Social Fresh. Advisor: OneScreen.io; Siemplify.co; Rank the Vote Digital Council; USEFULL (Coffee Cup Collective); Below The Fold (Acciyo) Author: Go Mobile!

Too many times a new CMO or CRO takes a position in a company and immediately wants to make changes without really observing to see what has been working, experience the company culture and getting to know the team. Jeanne Hopkins has been a CMO or CRO for many notable companies, including HubSpot, Ipswitch, Continuum, and currently OneScreen.ai. She knows the people are the greatest asset a company. In this episode Jeanne talks with Susan about her playbook and how important it is for it to align with that of any company she works for. Sometimes adjustments need to be made. Sometimes the company she is joining doesn't have a playbook so they start a fresh one based on Jeanne's. It's a huge value she brings - the ability to observe and pull from the wide range of experiences and successes she's had in B2B tech. Join us for this episode of Rooted in Revenue, "The Importance of a Playbook and Just Sitting for 30 Days."

Lead generation expert Jeanne Hopkins shares her process of setting up a marketing campaign that generates demand and acquires the right customers. *** Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

Beyond being the most entertaining guest we've had on the show, Jeanne Hopkins, CRO at OneScreen.ai & former CMO at Lola.com, convinced us that the Voice of Customer sync she designed is the most impactful meeting a leader can schedule. In this episode, Jeanne breaks down how the VOC meeting should be structured, which stakeholders to invite, and why an initiative like this can ensure that the voice of the customer is truly embedded into how a business runs. If you want better alignment around the customer at your company, this episode is a must-listen. Like Paul English, former CTO & co-founder of Kayak and Lola.com, said about Jeanne's meeting, “I've realized that our VOC meeting is not only my favorite meeting but has changed our product's direction and made our platform more customer-friendly than almost any single other thing we've done.”Resources: Connect with Jeanne on LinkedInRead why her VOC meeting was Paul English's favorite (former CTO & co-founder of Kayak and Lola.com) -------Adopt Customer-Led Growth todayTry Nuffsaid for free

Public relations is actually about trying to get conversations going, and actually being able to elevate things that are going on in your organization. That may be external and may be internal. Table Fries host, Jeanne Hopkins says, "One of the things that I really enjoy about BroadPR is it's not just a bunch of press releases. It's the relationships that you have, not only with the media and maybe analysis. Jeanne has been working with her guest, Tracy Wemett, and BroadPR for 20 years. "A PR campaign," Tracy says, "hinges on the relationship with the internal client advocate" - the person who can feed them the information they need and are proactively asking for. This is how a PR firm can take advantage of all opportunities that suddenly present themselves. Listen to this episode and hear about what BroadPR is doing to take care of journalists, as well as how she builds time in her day to react to things. Tune into this episode of Table Fries, "Public Relations is More Than a Bunch of Press Releases."   About Jeanne's guest: Tracy Wemett has been at the forefront of public relations and marketing in the high-tech industry for over 25 years. Since 2001, she has been co-founder and President of BroadPR, a full-service boutique communications firm offering public relations, social communications, digital PR, analyst relations, strategic marketing, and crisis management. She is a visionary leader who manages a global, virtual, and highly responsive team, helping the most interesting clients, from start-ups to grown-ups, communicate their authentic message to the right media on the right platforms. Tracy loves landing media coverage for clients, building relationships, and investing in companies and causes in which she believes. More than ever, our words and actions matter, so it is Tracy's privilege to help clients communicate their words and illustrate their actions.

When managing a marketing team, success is not necessarily a straight line. No instant inputs and outputs. After all, your team isn't just filled with employees, it's filled with human beings.Complex, fallible, emotional, confusing, questioning human beings. All of us, together, experiencing the human condition while trying to be productive, together, working in an organization.I say this because, if you're not careful you might just fast forward to ramming your way through to the goal. The real challenge is to coax fellow humans along to that goal. Enabling them. Preparing them.In our free digital marketing course, we describe it this way – Website Strategies: 4 ways to prepare your marketing team to increase conversion rates (https://meclabs.com/course/lessons/website-strategies/). Not just, how to get higher conversion rates. No. Ways to prepare your team. And our latest guest manages with the same philosophy. “Pre-sell key ideas internally,” she says. “Build strong CFO relationships,” she says. Don't just charge ahead with gusto. Lay the groundwork for success.Those are just some of the lessons Jeanne Hopkins, Chief Revenue Officer, OneScreen.ai (https://www.onescreen.ai/), shared with Daniel Burstein in our latest podcast episode. Hopkins was the Chief Marketing Officer of MarketingSherpa (https://www.marketingsherpa.com/) and sister publication MarketingExperiments (https://marketingexperiments.com/) before this podcast's host even started here, and he's  been here 13 years. She's had 11 C-level or VP-level marketing roles in her career. And today Hopkins leads a team of 19 (with three more hires slated for this quarter) and manages a $6.2 million budget. In other words, she has a wealth of experience that I thought you could learn a lot from. Stories (with lessons) about what she made in marketingSome lessons from Hopkins that emerged in this discussion:Build strong CFO relationships.Pre-sell key ideas internally.Allow your team to shine.Loyalty first. Hire in batches.Remember your interns.Related content mentioned in this episodeThe Long-Term-Growth Product Launch: Cuisinart has been selling the same food processor since the ‘70s (Podcast Episode #13) (https://www.marketingsherpa.com/article/interview/long-term-growth-business)Table Fries (Hopkins' podcast) (https://tablefries.com/)How to Sell Your Marketing and Advertising Ideas to Your Boss and Clients (with free template) (https://sherpablog.marketingsherpa.com/marketing/how-to-sell-to-your-boss/)Customer Loyalty Chart: Just how big of an effect does customer satisfaction have on loyalty? (https://www.marketingsherpa.com/article/chart/loyalty-effect-customer-satisfaction)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages

In this Marketing Over Coffee: Jeanne Hopkins, CRO of OneScreen.ai joins us to talk about modernizing outdoor advertising Direct Link to File Brought to you by our sponsors: Terminus and LinkedIn Previous Interview Her biggest lesson from writing the book QR Codes are finally here Digital ad pricing doubling and tripling through 2021 100+ Forms […] The post Real World Marketing with Jeanne Hopkins appeared first on Marketing Over Coffee Marketing Podcast.

Welcome back to host, Jeanne Hopkins, CRO at Onescreen.ai. Catch up with Jeanne's tales of her COVID jobs before landing here at Onescreen.ai. Jeanne then celebrates scaling a company up in revenue and team, but notes it creates drag on efficiency during that between-time. She says, "Every time that you add new people, trying to explain to people that are joining the team, that you join new people and it's not a creative positive. It ends up, because people have to be trained, and they're learning, and they're trying to figure out how to integrate into the team, that you do have some ... It's not blow-back, but you have some drag in terms of being able to move forward. And that for every person, the efficiency of the team decreases by about 10% because everybody else is meeting and trying to train them and get to that. Hear the rest of these thoughts, and tune in to this episode of Table Fries, "Scaling up can be a drag on efficiency." We'd love to hear your thoughts on this topic and if you have any COVID jobs you want to talk about - those stepping stones - or did you find your new work home?

Jeanne Hopkins has worked in sales and marketing for some of the biggest brands in e-commerce and SAS that ranged from Lego to HubSpot. And this episode, she sits down and she talks with me about the evolution of demand generation and the communication gap between marketing and the C-suite.And also how to prove the value of campaigns that you might not think are possible to demonstrate with attribution. There's a lot of great tips in this one to unpack. So let's get started.

Jeanne Hopkins, Chief Revenue Officer at OneScreen, joins us this week to chat about OneScreen's goal to support supply and demand-side partners and grow their businesses.Takeaways How can you as a company look bigger than you are? Investing in out-of-home is an effective way to be more visible while working in tandem with your digital campaigns.OneScreen is dedicated to building the world's first offline marketplace for out-of-home. They work with marketers to develop and receive tangible results from their campaigns.Real estate is highly fragmented within this industry.OneScreen wants to maximize transactions within its OOH marketplace. They ensure supply vendors are found by giving them a listing, optimizing for search engines, and promoting them.OneScreen's marketplace is free for everyone, whether you are an out-of-home specialist or a digital-first agency that's looking for new offerings. They also improve cash flow presence.LinksLinkedIn: https://www.linkedin.com/in/jeannehopkins/Twitter: https://twitter.com/jeannehopkinsCompany: https://www.onescreen.aiCareer Opportunities: https://www.onescreen.ai/careersVideo: https://www.onescreen.ai/blog/top-5-onescreen-ooh-campaigns-of-2021?hsLang=en-usPowered by OneScreen.aiOneScreen.ai is the first free, public-access directory for all things Out of Home.Support the show (http://oohswag.com)

On this episode Kerry Guard chats with Jeanne Hopkins, who was the Chief Revenue Officer at Happy Nest. Jeanne was an interesting conversation because it's not everyday Kerry gets the opportunity to speak with Chief Revenue Officers! It was fascinating seeing marketing through her lens. We dug into the importance of marketing to existing customers. It sounds like a no-duh, but when you're just getting going a lot of focus is outbound and new new new, so to take time to create marketing funnels to upsell and cross sell existing customers isn't always on the radar. Jeanne thinks it should be not just on your radar, but something all brands are actively doing. And she walks us through why and how. Season 9: Spotify Playlist

Jeanne Hopkins is an author, podcaster, and Chief Revenue Officer at HappyNest who knows that the voice of the customer is essential to growing a company. In this episode, she shares her strategy for establishing a voice of the customer meeting that encourages collaboration between sales, marketing, and product. She and Michael McNary discuss:Why voice of the customer is essentialHow centering the voice of the customer helps companies grow and pivotWhat the Voice of the Customer Meeting looks like

Ep 91: Talking "Smarketing" w/ Jeanne Hopkins Part of the "Is This a Good Time?" series with Brandon Barton.

This week’s guest on CMO Insights is Jeanne Hopkins, Executive Vice President and CMO for Ipswitch. Jeanne talks about; The changing role of of marketing and the CMO’s role over the past 14 years How putting in the work with sales and marketing to align will improve results in the short and long term Her words of advice to up-and-coming CMO’s. Learn more about your ad choices. Visit megaphone.fm/adchoices

Every step of the marketer’s journey takes trust: from implicitly trusting your team to creating innate trust in your company’s brand. On this episode, I interview Jeanne Hopkins, CMO at Lola.com: What we talked about: Trusting your team, 3 buyer personas, and the impossibility of using the same messaging Creating content for individual personas and the Voice of the Customer meeting Where you vacation when you work for a travel company (New Hampshire, actually) Check out this and other episodes of The Marketer’s Journey at Apple Podcasts, Spotify, or our website.

On today's episode we're talking with Jeanne Hopkins. We first met Jeanne when she was a VP of marketing at HubSpot. Over the years she's moved around, landing at her current gig as CMO of Lola.com. We explore who Lola.com is and how it started, what experience looks like at this travel startup and more. Jeanne is also working alongside her former colleague Mike Volpe, a former CMO now in the role of CEO. So it makes for an interesting “experience” for users, partners and employees. Links: Lola.com | Jeanne on LinkedIn | Jeanne on Twitter

Lola.com CMO, Jeanne Hopkins, sits down with 3 Media Web President/Co-founder, Lysa Miller, to chat about her passion for helping other people and spending time with her 11 and 12-year-old daughters. Lysa shares her dedication to letting go of worry and taking things as they come — even the lasting wrist injury that resulted from her ice cream scooping job at age 13.  Hear about Lysa’s musical talent, unique career path, and why she believes that changing the world must start at home in this latest episode of Table Fries. About Jeanne's guest: As a Co-founder, Mom, and writer at heart, Lysa Miller integrates passion into everything she does. Lysa gets her energy from helping others, which she does regularly through her work with Metrowest Women’s Network, Fresh Start Furniture Bank, among other non-profits. She has known she wanted to build her own agency since college, but when she decided to start a family her career got put on hold. Now, Lysa is reinventing herself and diving headfirst into growing the footprint of her agency, 3 Media Web. ___________________________________________ Table Fries is hosted by Jeanne Hopkins CMO at Lola.com which is a program on the Funnel Radio Channel.     

Before books and before drawings on cave walls, there were stories. Stories of the human struggle—maybe heroic stories, personal trials, or business successes and failures that draw in listeners. When someone says they have a story to tell, others grow quiet, shift their gaze to the storyteller, and wait for what comes next. It’s a natural yearning to hear something that hasn’t been shared very often. Yes, each of us has a thousand stories. Since getting into the business of producing podcasts, I have found that podcasting and broadcasting, in general, are a natural medium for storytellers. For this podcast on the Funnel Radio Channel, we discussed the importance of storytelling in radio podcasting.  We know instinctively that anecdotes fuel conversation, and Darryl Praill, CMO of VanillaSoft and the host of INSIDE Inside Sales, called into the program and talked about how the beginning of each of his podcasts generally starts with a personal story of his own. He then explained how that story is interwoven with the interview of his guest. Jeanne Hopkins, CMO of Lola.com, called into the show talked about her podcast, Table Fries, where she interviews the women in her company. Jeanne says she doesn’t tell stories herself. Instead, she likes hearing the stories of the women in the company: how they came to be a part of Lola, what they’re doing now, and what they want to accomplish. Susan Finch, VP of Operations at the Funnel Radio Channel, talked about the joy of storytelling and its impact on the listener and the storyteller. Susan has been involved in several thousand podcasts on the channel and she said that in the process of telling a story the storyteller becomes animated and it becomes something the audience follows and enjoys. There is something about two people brought together in a podcast, maybe separated by hundreds or thousands of miles, who discuss the problems and challenges of the day. When these thoughts are shared with thousands of others who seek to know how to overcome their own tests, it becomes personal for everyone. While many people hope their podcast will relate to people—maybe establish their own thought leadership or enhance their personal brand or the brand of the company—most of them realize after they get into it that it’s all about storytelling.  It’s personal and compelling, sometimes humorous, and often entertaining, but seldom dull. Today, there are official storytellers employed by companies to promote the art of storytelling in business. Some courses and workshops teach people what they already know deep down inside: people thrive on stories. In business, old salespeople have taught young salespeople that the secret to success as a salesperson is the ability to tell a credible story about themselves or maybe about their products and services. And now, young marketers are finding out that podcasts are a natural medium for them and their companies.   ___________________________________________  Funnel Radio Channel is hosted byJames Obermayer, which is a   program on the Funnel Radio Channel.    

This is our celebration of the start of Season Two of Table Fries, hosted by Jeanne Hopkins. Lola's podcasts - Table Fries, Agile Operations Podcast, and Road Warrior Radio were awarded a Finny in the category of Killer Content Podcasts. As part of the celebration, we decided to replay our inaugural episode of Table Fries with Jeanne's guest, Stacey Scott.  About Stacey Scott Stacey Scott is the Vice President of Travel Service and People Operations of Lola.com, where she is responsible for delivering unparalleled service to Lola customers as well as overseeing the company's employee and candidate experience. Prior to Lola, Stacey built and managed the service team at Gemvara, acquired by Berkshire Hathaway. Stacey has spent her career hiring, training and managing teams to help them reach their fullest potential.   ___________________________________________ Table Fries is hosted by Jeanne Hopkins CMO at Lola.com which is a program on the Funnel Radio Channel.     

Jeanne Hopkins is the CMO of Lola.com, and whether she’s marketing her company’s business travel prowess, stepping into the podcast game or baking the best chocolate chip cookies, she has consistently been able to find success. On this episode of Marketing Trends, Jeanne talks about her somewhat circuitous journey to marketing, how she works toward ensuring customer success, and why she believes podcasting is a marketing opportunity too good to be overlooked. 3 Takeaways:   Business travel is a key area where companies can positively affect employee experience Strategically using SEO and the competition can lead to the conversion of otherwise unlikely customers Podcasts are under-utilized marketing tools   --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Beth Cohen is no longer the square peg in a round hole. She has landed her dream job and is constantly smiling. She loves what she does. From her experience as a contract attorney to a legal recruiter, Beth has learned that taking opportunities when they are presented to you is a key to success. So many times people reminisce about past work experiences and wince, laugh, and even a groan. Beth has embraced each one - good and bad - to bring her to her dream job and advising Lola.com in legal matters. Listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on the newest episode of Table Fries for a deep dive into her thoughts on Beth's past experience, using her network, favorite book and more. About our guest: As Lola's Corporate Counsel, Beth Cohen is responsible for all things legal at the company. Before joining Lola, Beth practiced litigation and employment & labor law at Cohen & Wolf, P.C. in Connecticut. She received her B.A. from Wesleyan University and her J.D. from the University of Connecticut School of Law. ___________________________________________ Table Fries is hosted by Jeanne Hopkins CMO at Lola.com which is a program on the Funnel Radio Channel.     

Subscribe to Modern Marketing Engine on your app of choice If your Customer Success team isn’t contributing to your growth strategy, maybe this function is in the wrong department? Your customers not only need to be happy with what you sold them, they also need to have a great experience with your brand. Creating a team that is exclusively focused on providing that experience is one of the best ways to ensure customer happiness, loyalty and repeat purchases. But where does the Customer Success team fit inside the broader organization? That’s a question not always so easily answered. This episode of Modern Marketing Engine features Jeanne Hopkins, CMO at Lola.com - a business travel company that makes it easy to track expenses, save money, and create a more enjoyable experience for business travelers. Jeanne explains how and why she’s made Customer Success at Lola an integral part of the marketing team. She also unpacks why marketing is the natural fit for this vital customer-facing team. Most Companies Don’t Know Where To Put Customer Success Jeanne points out that CEOs and Boards often know that an effective Customer Success team is vital but that they don’t always know where it fits into the existing organizational structure. It sometimes winds up as a part of the product team, sometimes is attached to sales, and other times it is integrated into technical support. But are those teams the most relevant resources to work hand in hand with Customer Success? Jeanne says, “No.” In her mind, marketing is the natural fit for Customer Success. Why? Because marketing owns the website, runs webinars, has direct access to the CRM, and because everything they do touches what Customer Success is all about. None of the other organizations within a company have the power that marketing has to reach customers and solidify a communication calendar across the organization. First 90 Days Are Vital For Customer Success Are you familiar with the phrase “time-to-value?” Jeanne uses it a few times during this conversation to express how important it is for new customers to quickly benefit from the service her team provides. Her Customer Success team is focused on making the time-to-value as small as possible for their customers. The target time frame her team works toward is 90 days. Listen to hear how the Customer Success experts at Lola.com - known as Wombats - drive adoption of their app within the first 90 days and tangible customer success. Jeanne explains the results they achieve from hitting this goal, and how ongoing interaction and connection with customers even after the 90-day target is essential to renewals, product updates and features, and more business opportunity. Customer Success Must Tackle Friction Points Head-On As with any service or product, trouble spots can occur. Any point where customers typically experience frustration, setbacks, inconvenience, or other types of friction are vital to address. For the Lola.com team, many of those areas initially appear to be outside their control - confused hotel bookings, ever-changing airline schedules, and missing or incorrect rental car reservations are all examples within their industry. Jeanne and her success team have decided that it’s not acceptable to allow their customers to be at the mercy of the services they’ve booked through Lola. The Customer Success team digs deeply into their partnerships with service providers, working on the customer’s behalf to prevent issues from happening and to correct problems rapidly should they arise. This proactive approach has made the Lola Customer Success team a shining example of how to care for customers and drive ongoing revenue through renewals. Making It Profitable For Salespeople To Be In Alignment With Customer Success True customer success is more easily achieved when a customer success mindset is baked into the company’s overall DNA. Since salespeople are the ones to work alongside prospects to the point they become customers, they must have a vested interest in that customer’s success once they have sealed the deal. At Lola, sales teams are part of the customer success formula, with certain aspects of the future revenue of their salespeople tied to ongoing customer success and retention. That enables salespeople - whether in direct sales roles or account management roles - to be highly motivated to continue providing great value and assistance to customers every step of the way. Featured on This Episode Jeanne on LinkedIn Jeanne on Twitter: @JeanneHopkins www.Lola.com - where Jeanne serves as CMO Lola on LinkedIn Lola on Twitter: @LolaTravel Lola on Facebook Outline of This Episode [1:32] Jean’s role as CMO at Lola and how she’s come to be a marketing leader [4:35] Strategically, what is the role of Customer Success? [9:02] Why WOMBATS? And how the company pivoted toward business travel [11:28] Why Customer Success resides in the marketing team at Lola [15:20] How the Sales department integrates with Customer Success at Lola [23:05] Bernie’s summary of what Jeanne shared about her Customer Success team  Resources & People Mentioned Expensify Capterra Trust Pilot Kayak American Express Global Business Travel The State of Digital Selling 2019 Report The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr Connect With Bernie and Modern Marketing Engine https://www.Facebook.com/modernmarketingengine/ https://www.linkedin.com/in/bernieborges/ https://twitter.com/bernieborges https://instagram.com/bernieborges https://Twitter.com/MMEnginePodcast Subscribe to Modern Marketing Engine on your app of choice

Every step of the marketer's journey takes trust: from implicitly trusting your team to creating innate trust in your company's brand.    On this episode, I interview Jeanne Hopkins, CMO at Lola.com:   What we talked about: Trusting your team, 3 buyer personas, and the impossibility of using the same messaging Creating content for individual personas and the Voice of the Customer meeting Where you vacation when you work for a travel company (New Hampshire, actually) Check out this and other episodes of The Marketer's Journey at Apple Podcasts, Spotify, or our website.

  Krista Pappas is a tried and true road warrior. Between her 20+ years in the travel industry and flying non-stop back and forth between Tampa and New Jersey to meet with Lola’s partners, she knows what it’s like to be on the move. Listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on this episode of Table Fries for a deep dive into Krista’s thoughts on her experience with the Peloton Cycle, why she feels like she’s on a rocket ship, running away at 16, and more. About our guest: Krista Pappas is the VP of Business Development here at Lola.com, where she works directly with our partners to provide Lola with the best travel inventory in the industry. Krista has spent her career in tech, travel, digital media, and eCommerce. Over her career, Krista has held a variety of roles including executive positions at media, travel and tech companies such as Microsoft, The New York Times and Smartertravel.com as well board positions at various private companies in the digital space. ___________________________________________ Table Fries is hosted by Jeanne Hopkins CMO at Lola.com which is a program on the Funnel Radio Channel.     

The products are changing, the market is changing, and the customers are changing. So how do you make sure that AI is manifesting your brand’s objective during this time of disruption? How do marketers adjust to the shifting landscape? In this episode of IBM thinkLeaders podcast, we are joined by guests Anthony Mavromatis (VP of Customer Marketing Analytics & Data Science at American Express) & Jeanne Hopkins (CMO at Lola.com). We talk to Anthony and Jeanne about whether marketers are spending enough time with data, what AI can and can't do for marketers, and the tremendous importance of trust when it comes to data usage. Connect with us @IBMthinkLeaders @jeannehopkins @LolaTravel @AmericanExpress “I think that many marketers need to be a little bit more curious. You need to be more curious about your customers. You need to be more curious about your community, your prospect base, and oftentimes that curiosity can be solved by some of this data.” -Jeanne Hopkins, CMO at Lola.com “Along with a sense of the numbers, there's also a sense of what the AI is doing behind those numbers--that lead to those numbers. And I think that that's a skill set that many marketers need to acquire now because the reality is that AI is powering today a lot of the experiences and it's only going to increase. So the onus really is on the marketer to work with our data science team to understand like what is it that we want the experience to be? How do we want our brand or brand values to manifest?” -Anthony Mavromatis, VP of Customer Marketing Analytics & Data Science at American Express

From a stay-at-home-Mom to taking care of business travelers, Susan’s tenacious work and attitude play a big role in the Lola.com office. As one of the first ‘wombats’ on the customer service team, Susan describes herself as a ‘hyperfocused’ person who believes people should do what they love in life. Staying true to her word, she decided to join Lola and has enjoyed the ‘wicked-loving’ office culture every day since. To hear more about her background and work experiences these past 3.5 years, listen to the newest episode of Table Fries, hosted by Lola.com’s CMO, Jeanne Hopkins.   ___________________________________________ Table Fries is hosted by Jeanne Hopkins CMO at Lola.com which is a program on the Funnel Radio Channel.     

Megan Herr and Zoe Weiss are members of the first-ever intern class at Lola.com. Before heading back to school, they made sure to have a discussion with Jeanne about their internship experience and each of their biggest takeaways. Megan is a rising sophomore at the University of Virginia spending her days working with data and ‘behind the scenes marketing.’ Zoe is a rising junior at Brown University working with the engineering team on adding features and solving problems through code. To learn more about their backgrounds, favorite trips, how they found Lola and more, listen to the newest episode of Table Fries, hosted by Lola.com’s CMO, Jeanne Hopkins. ___________________________________________ Table Fries is hosted by Jeanne Hopkins CMO at Lola.com which is a program on the Funnel Radio Channel.     

Jeanne Hopkins sits down with John to discuss building a marketing engine when you have no historical data/context, building a strong team, nurturing relationships, team accountability, and more.

Alyssa Garty has come a long way since her first job scooping bird feed in her New Hampshire home town. She was part of the original Lola pack and started as a Wombat over three years ago. Alyssa now works in Product as a Technical Project Manager, but she still holds our Customer Core value close to her heart. She’s a travel management and customer service junkie, a passionate rule follower, and relentlessly gets stuff done. Over the years, Alyssa has learned the importance of speaking up about what you believe in. To hear about Alyssa’s work in brick and mortar travel management and her systems focused mindset, listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on the latest episode of Table Fries. 

Is marketing & sales alignment achievable? There is no question how critical alignment between your marketing and sales team is. But, is alignment achievable? At Lola.com, it certainly is.Jeanne Hopkins, CMO and Ryan Ball, VP of Sales join the podcast this month to share how their collaboration and alignment impacts business growth and revenue. Listen to this episode to uncover the root causes of misalignment and gain tips for achieving alignment within your own company.About Our GuestJeanne Hopkins, CMOAs Chief Marketing Officer at Lola.com, Jeanne Hopkins leads both the company’s marketing organization, building a metrics-based powerhouse to fuel demand as well as its customer success organization, ensuring a great Lola customer experience.Jeanne hosts Lola.com’s Table Fries podcast which introduces listeners to the diverse group of Lola.com women.Ryan Ball, VP of SalesAs the Vice President of Sales, Ryan is responsible for driving the organization towards its broader revenue goals by establishing the strategy, targets, onboarding, training, and career growth of the sales team.Ryan hosts the Road Warrior Radio podcast where he shares stories and tips for and from frequent business travelers.

Shelby Byrnes is a Service Manager on the Customer Support Team at Lola.com. Though she had a degree in Geography as well as experience working in special education, she didn’t have any idea of what she wanted long-term in her career. She ended up taking advice from a co-worker who advised her to do what she loves most – travel. We’re so glad she’s able to channel her passion at Lola! Shelby describes herself as a glass-full type of person who is always trying to put people around her in a good mood. Her ability to bring light to any situation is what made her a perfect fit for Lola’s “Wicked Loving” culture. To hear about Shelby’s journey to Lola and experiences in her current role, listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on the newest episode of Table Fries!

  This month on Revenue Rebels, Rhoan Morgan welcomes two guests from Lola.com, Jeanne Hopkins, CMO & Ryan Ball, VP of Sales. This episode will provide listeners with tips for improving alignment between two of the most important business functions–marketing and sales. It will also explore the impact that marketing and sales alignment have on both business growth and revenue.   About Our Guests Jeanne Hopkins, CMO As Chief Marketing Officer at Lola.com, Jeanne Hopkins leads both the company’s marketing organization, building a metrics-based powerhouse to fuel demand as well as its customer success organization, ensuring a great Lola customer experience. Ryan Ball, VP of Sales As the Vice President of Sales, Ryan is responsible for driving the organization towards its broader revenue goals by establishing the strategy, targets, onboarding, training, and career growth of the sales team.

  From Pittsburgh to San Francisco to Boston over the past few years, Sonia is no stranger to different parts of the US. Listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on the newest episode of Table Fries for a deep dive into Sonia’s thoughts on her experience becoming a software engineer, love for problem-solving, and much more. About Jeanne's Guest, Sonia Chevli: Sonia Chevli is a new frontend software engineer at Lola.com. She works on the booking team where she is constantly working to add new features that optimize the flight and hotel booking process. She graduated from the University of Pittsburgh ’17 with a degree in Biology and then shortly after discovered her passion for solving problems and being creative through writing code. She then went on to an intensive 9-month school in San Francisco where she learned all the necessary skills that it takes to start as a software engineer. Shortly after finishing school there she got hired as a front-end developer at lola.com

When she’s not working as Lola’s Senior Financial Analyst, you can find Chelsey taste testing all of the pizza joints around Boston, bopping around to local breweries, or sparring in an Everybody Fights boxing class. Listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on the newest episode of Table Fries for a deep dive into Chelsey’s thoughts on why Lola’s ‘Wicked Loving’ culture and passion is what is important to her. About Jeanne's guest: Chelsey Fazio is the Senior Financial Analyst here at Lola.com where she does a combination of Finance, Operations, and Accounting. Chelsey is from Syracuse, NY and moved to Boston after finishing her MBA in 2014. She received her CPA and worked in Assurance at PwC for 4 years before joining Lola’s team as their Senior Accountant and transitioning into her current role as Senior Financial Analyst.

It’s never a dull moment with Liz Mongrello. Whether you find her singing around the office or onboarding a crew of new Lola team members, she’s always bringing a cheerful attitude to her work. Listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on the newest episode of Table Fries for a deep dive into Liz’s thoughts on her experience in the past roles, love for a cappella, and much more. About Jeanne's guest: Liz Mongrello is the Office Manager at Lola.com, where she works to create and maintain a space for Lolas awesome team to do their best work and have fun doing it. Before settling into her role caring for the Lola crew, she supported our customers as part of the service and product teams. Prior to coming to Lola, Liz spent five years at the Apple Store on Boylston Street working in business sales and operations as well as team onboarding, training, and development. In her spare time, you’ll find Liz putting her music degree to work with Boston-based a cappella group, Fermata Town.  

Krista Pappas is a tried and true road warrior. Between her 20+ years in the travel industry and flying non-stop back and forth between Tampa and New Jersey to meet with Lola’s partners, she knows what it’s like to be on the move. Listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on the newest episode of Table Fries for a deep dive into Krista’s thoughts on her experience in the travel industry, why she feels like she’s on a rocket ship, and more. About our guest: Krista Pappas is the VP of Business Development here at Lola.com, where she works directly with our partners to provide Lola with the best travel inventory in the industry. Krista has spent her career in tech, travel, digital media, and eCommerce. Over her career, Krista has held a variety of roles including executive positions at media, travel and tech companies such as Microsoft, The New York Times and Smartertravel.com as well board positions at various private companies in the digital space.

Rachel Neasham has never been one to turn down a challenge. And when things become challenging or she needs a source of fuel, here solution is always to “do more push-ups”. Listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on the newest episode of Table Fries for a deep dive into Rachel’s thoughts on her experience in the military, obsession with Wombats, and why she loves doing push-ups. About our guest: Rachel Neasham is the Director of Product here at Lola.com, where she works directly with the product and engineering team to build a consumer-grade travel product that our customers will love. Rachel graduated from the United States Military Academy at West Point back in 2009 and went on to serve over 5 years in the US Military. Prior to coming to Lola Rachel served as an Engineer Officer then went on to serve as the COO of Rumi Spice before entering the travel industry at Lola.com.

Krissy Robertson was one of the first sales reps here at Lola.com. But when she’s not crushing her sales goals you can find her exploring a new food spot in Boston or pouring through a new book. Listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on the newest episode of Table Fries for a deep dive into Krissy's thoughts on her past experience, best travel destination, favorite book and more. About Jeanne's guest: Krissy Robertson is a Corporate Travel Executive at Lola.com, where she works directly with the rest of the sales team to help bring seamless corporate travel software to businesses everywhere. Krissy graduated from Babson College back in 2016. Prior to coming to Lola Krissy served as an inside sales specialist at athenahealth before entering the travel industry at Lola.com.

Beth Cohen is an expert when it comes to the legal world – but even more impressive is how she has used her past experience to land her dream job. From her experience as a contract attorney to a legal recruiter, Beth has learned that taking opportunities when they are presented to you is a key to success. Listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on the newest episode of Table Fries for a deep dive into her thoughts on Beth's past experience, using her network, favorite book and more. About our guest: As Lola's Corporate Counsel, Beth Cohen is responsible for all things legal at the company. Before joining Lola, Beth practiced litigation and employment & labor law at Cohen & Wolf, P.C. in Connecticut. She received her B.A. from Wesleyan University and her J.D. from the University of Connecticut School of Law.

  Building a career is never easy, but it gets more complicated when you have to move to a new country and create a new life for yourself. That’s exactly what Marina Novikova had to overcome when she moved to the US from her home in Ukraine. But through that journey, Marina learned a lot about advancing her career, finding community, and building a family. In the most recent of Table Fries, Marina joins host Jeanne Hopkins to discuss creating vs. managing, what she learned from sailing, and why she chases “good fatigue.”

Ashley Welch is very familiar with confronting her fears. From her experience as a social worker and a fearless traveler, Ashley has learned that facing your fears instead of running from them is a key to success. Listen to her conversation with Lola.com’s CMO, Jeanne Hopkins, on the newest episode of Table Fries for a deep dive into her thoughts on a customer-first mindset, her worst job, favorite book and more. About Jeanne's guest: Ashley Welch is the Director of Service at Lola.com, where she leads the company’s team of travel support specialists to ensure that Lola’s customers get all the help they need, whether they’re on the road or at the home office. Prior to Lola, Ashley graduated from Roger Williams University with a degree in Communications. She began her career working for the Commonwealth as a social worker before entering the travel industry at Vacation Guru.

Learn how to drive innovation and creative demand generation strategies to get better results with Jeanne Hopkins, CMO at Lola.com The post Bring more innovation to your demand generation now appeared first on B2B Lead Blog.

True to our credo - "Innovation Inside Out" - March has launched a series of events called the March Innovators Collective (MIC). Our first event was held in early March (appropriate), and where EVP Jodi Petrie hosted a panel discussion with three Boston marketing luminaries: Jeanne Hopkins of Lola.com, Jessica Meher of Notarize, and Dave Gerhardt of Drift. The conversation covered a lot of ground: what's in the DNA of a good marketer? What marketing trends need to go away? How can brands build communities of loyal buyers? Jeanne, Jessica, and Dave give their expert answers, and in this episode, we present the live audio from the panel discussion. And, in a one-on-one conversation with Jodi, Dave shares one tip that came in handy when marketing his new book "Conversational Marketing," which we think is great advice for marketing just about anything.

This is the inaugural episode of Table Fries with host, Jeanne Hopkins, CMO Lola.com. Jeanne's guest is Stacey Scott, Vice President, People Operations/Travel Services at lola.com. In this episode they talk about what a good day at work looks like, current reading list, Stacey's hiring story and how she knew it was the right fit. About Stacey Scott Stacey Scott is the Vice President of Travel Service and People Operations of Lola.com, where she is responsible for delivering unparalleled service to Lola customers as well as overseeing the company's employee and candidate experience. Prior to Lola, Stacey built and managed the service team at Gemvara, acquired by Berkshire Hathaway. Stacey has spent her career hiring, training and managing teams to help them reach their fullest potential.

Most marketers focus on lead generation but it is enough? There’s another step in your marketing system that comes first: demand generation. While lead generation is a system focused on collecting contact information from potential customers, demand generation is about building brand awareness and creating demand for your products or services. I asked lead generation expert Jeanne Hopkins to join the show and share her process of setting up a marketing campaign that generates demand and acquires customers. *** Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

Most marketers focus on lead generation but it is enough? There's another step in your marketing system that comes first: demand generation. While lead generation is a system focused on collecting contact information from potential customers, demand generation is about building brand awareness and creating demand for your products or services. I asked lead generation expert Jeanne Hopkins to join the show and share her process on setting up a marketing campaign that generates demand and acquires customers. *** Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

Jeanne Hopkins, Executive Vice President and Chief Marketing Officer for Ipswitch, joins me, Jen Spencer to discuss respecting partners' time, the downfalls of un-aligned sales and marketing teams and more on this episode of The Allbound Podcast.   It sounds like there's a lot of co-selling or collaboration that's happening between your internal teams and partners. Is that the way it's always been at Ipswitch, or has that evolved over the years?It's not new. I think that we had some hiccups last year, where there were product introductions that were back to back to back to back - and you just don't do that with partners, right? We have updates to three very important products of ours coming up. I was looking at the timelines and one was early June, mid-June, and then end of June. I thought, "You know what, we can't do that to our partners. It's got to be a bundle." If it's going to be 2017 plus and it's going to be all these software upgrades, then we need to release it and be able to tell our partners all at once; because a channel partner has a lot of other customers. We're important and valuable to our partners, but then on the other hand we might only account for $20,000, maybe $50,000, maybe $100,000 worth of revenue. They have big partners that they're working with and we can be an afterthought in many respects. We need to respect their time, we need to respect their need for communication in a very concise way and not keep them from being able to be successful with all the other businesses that they're dealing with.I'm seeing this line blur between what's considered marketing and what's considered sales enablement. A lot of times I'm seeing people refer to sales enablement tools or resources and I'm thinking, "That's marketing." But it's a revenue focused, lead generation focused, demand driven focused marketing. For a marketing team, you're creating all kinds of content, you're trying to get your direct team, your internal teams to engage and use them. That could be really magnified when you're talking about a channel. What are some of the challenges that you face at Ipswitch with getting partners to actually engage with those tools and resources that you're providing? You're doing a lot for them, are they using it all? Are they only using part of it?Within our sales team we have a team of sales enablement people, who create videos and demo.When I joined this company I noticed there were a remarkable amount of marketing projects or programs being done by the sales team. The very first thing that I saw when I joined was a 61 page catalog of 40 products - it was quite a big project. It was presented to the marketing department; they were told to print it. Our marketing team was looking at it saying, "What is this?"   Additionally, sales has their own e-mail program that they use. So they were sending this direct mail piece, sending e-mails to customers ... a whole host of things. It was this whole shadow marketing organization. You have to ask yourself, "Why were they doing that?" It wasn't malicious. This shadow marketing was happening simply because sales was feeling that marketing was not helping them to achieve their objective. I've heard that there was a lot of “we can't”, and now we have a lot more “we can”, in terms of helping sales. I'm trying to grab hold of marketing and own it as a team. I think back to this particular catalog that was printed in the middle of November. On the cover it said 2016. I said to the salesperson, "It's the middle of November. Why wouldn't you put 2017 on this?" They were trying to get something done, but they didn't have the marketing experience. It wasn't a bad thing, they didn't do anything wrong. However, if they had given us some visibility into the project ahead of time, we might have been able to help. Because after you print 5,000 of these things and suddenly it's 2017, what are you going to do? Put a sticker on all of them? Think about all the things that you try to do as an organization, in terms of helping. What I've noticed is that we have North America field marketing, we have rest of world field marketing and then e-mail field marketing. They're not necessarily aligned with each other, so we're not necessarily getting the scaling capabilities. Channel partners are channel partners and they all need the same thing. They want margin, right? They want co-op dollars or some sort of MDF to be able to help them run their programs. They want leads. So, it's not necessarily content, Jen, it really is a financial relationship. But the inverse of that is what are your quotas? What are you delivering? Sometimes the channel partner is used to being successful on their own and not necessarily tying it to the goals and objectives of their partner. One of the things I'm trying to help partners understand is that we are all in the business of sales. How are we going to help them be successful going forward? What advice do you have for fellow marketing officers whose companies have partner programs and really want to increase their channel partners' contribution?Get involved. What I've observed is most chief marketing officers don't get involved. As a CMO, I've offered to be in meetings, and even if I can only dial in having the credibility of having a C-level person at the table gives the channel manager or the director of channel management so much more power in the relationship. Often you're working with a lower level person and the channel partner is holding all the cards, beating the bejeebers out of that poor manager of yours. But if you're able to be on these calls with these billion dollar partners or distributors and say, "We're investing in this program and this is what we're going to do", you can help. I was able to help the director of channel management for North America in a conversation with a partner, where we were making an investment. We received a spreadsheet with options “two of these, and one of those, and three of these...” and so we're going through it and saying, "That has no value, that has no value, that has no value. Can we trade two of these for one of those which is definitely going to have value?" It was something Joan, our channel partner manager, wouldn't have thought because she didn't think she had enough power. But for me to be able to say, " I want to help you Joan and I want to help us be successful with this relationship." Whenever you make these investments in programs whether it's with MDF, co-op dollars, whatever, you want to make sure that they're used. So many times marketing people have no problem spending money, but don't figure out how to use money that is being handed to them on a platter. If you can make use of those dollars and make them more valuable, if that makes the channel partner happy, that is important as well. I'm going to go back to the two words, get involved, be present, show support. Those are six words, but just trying to make a statement here. As the chief marketing officer, the channel is important to you. To actually be a part of it, is what's going to make a difference for the organization.  

What type of person do you want on your marketing team? Someone with deep-seated knowledge of a particular marketing topic? Or someone who can learn and adapt to various areas to provide support wherever they’re needed? Whichever your preference, it’s important to know what you’re looking for during the interview process. Having a solid idea of your ideal personality type to add to the team can smooth out the sometimes risky feel of bringing in someone new. In this episode, Jeanne Hopkins, Senior VP and CMO at Continuum, talks about how to hire the right people to build a marketing team that scales.

We recently celebrated 100 days until Navigate 2015, Continuum’s user conference that’s taking place in Las Vegas from September 27-29. Since we’re so excited for the conference, we’re dedicating this week’s show to Navigate 2015. On this week’s episode, we hear from Jeanne Hopkins, SVP & CMO at Continuum, about what we can expect from Navigate 2015. We also play segments from two previous radio show guests that will be speaking at Navigate, Scott Spiro & Jay Ryerse. Tune in now and get excited for Navigate 2015!

We’ve all experienced it, the seemingly non-stop battle between sales and marketing teams arguing over the lead quality and questioning the efforts of the opposing team. Sales and marketing teams have traditionally butted heads, when they should really be working together. When your sales and marketing teams work together, you can write better content, generate higher quality leads and lower the cost of customer acquisition. On this week’s episode of MSPradio, we chat with Jeanne Hopkins, Chief Marketing Officer at Continuum and Mark Zahar, VP of Channel Sales at Continuum, to discuss the importance of sales and marketing alignment and how to make it work for your business.

Last week we talked about the opportunity for MSPs within the market and how they can take advantage from a sales perspective. This week, we’re talking MSP marketing. It's hard to ramp up your sales without the support of a marketing program, yet many MSPs seem to put marketing on the back burner.    In this weeks episode, Nate Teplow sits down with Jeanne Hopkins, SVP and CMO of Continuum, and Adam Barker, Director of Demand Generation at Continuum to talk about how MSPs can build a successful marketing program and generate a sustainable flow of leads.

Tim Interviews Jeanne Hopkins from SmartBear Software about the tensions inherent in the interface between sales and online marketing. Learn about how to set proper expectations on both sides to win the peace. Also find out how Jeanne ended up in a limo with a very sweaty Rodney Dangerfield.

In this session, we are pleased to present excerpts of a recent panel discussion BIG DATA offered by the MIT Enterprise Forum Software Entrepreneurship Special Interest Group in connection with the Tufts University.  The panel discussion was held on October 25, 2012,  on the Tufts  campus in Medford, Massachusetts Our panelists were David Dietrich and Jeanne Hopkins.   David is advisory technical education consultant on big data and data science for  EMC Corporation, where he recently co-developed that company's first course in those areass. David has been involved with data analytics for nearly 20 years. Prior to taking on his current role at EMC, he managed a line of analytical software products for regulating the US banking industry, and developed Software-as-a-Service and Business-Intelligence-as-a-Service offerings. He’s worked with many Fortune 500 companies, and collaborated with the U.S. Federal Reserve to develop predictive models for monitoring mortgage portfolios. Jeanne  Hopkins is chief marketing officer executive vice president of Smartbear Software.  She also authored“Go Mobile,” the #1 best-selling mobile marketing book on Amazon. She has expertise in data-driven on-line marketing. Jeanne’s background is in customer acquisition expertise across channels including SEM, SEO, Email, Display, Affiliate Marketing, Facebook, Retargeting, Customer Referrals, and Partner Marketing.  Prior to joining SmartBear, Jeanne was vice president of marketing for Hubspot, where she was responsible for creating and converting organic and paid demand into 50,000+ new sales-ready business opportunities for the team of 100+ Inbound Marketing Specialists. The moderator for the program was Shirish Ranjit, a recovered entrepreneur and now software developer with the MIT Lincoln labs. Organizers for the program, in addition to Shirish, were Mark Thirman, former founder and CEO of Air Print Networks and, now, a director of partnerships  for Vodafone; Vineet Sinha and Chris Deschenes, both of Architexa, a software solutions provider where Vineet is founder and CEO and Chris heads up  business development efforts; Sanjay Manandhar, founder and CEO of Aerva, a digitale signage technology company; and yours truly, David Powsner, an intellectual property lawyer partner with the law firm Nutter McClennen Fish.