Podcasts about madkudu

What happens when you finally land the leadership role you've been working toward—only to realize it's not what you imagined?In this episode, Shannon Curran—former VP of Marketing at MadKudu and now founder of SSC Consulting—opens up about the real moments that shaped her career. From growing up as a risk-averse high achiever to becoming a solopreneur trusted by founders, Shannon shares the feedback that shook her, the environments that helped her grow, and the human-first leadership lessons she learned the hard way.We unpack why cultural fit isn't fluff, how to build trust in hard conversations, and why you don't need to have all the answers to be a great leader. Whether you're in-house, managing a team, or building something of your own, this conversation offers something real.In this conversation, you'll learn:Why Shannon left higher ed and nonprofit work for techThe real story behind inheriting a leadership team without trainingHow to navigate feedback that questions your identityWhat she learned from a rocky client relationship early in her consulting careerThings to listen for:(00:00) Intro(01:25) Business education for the risk-averse(05:04) Career beginnings in tech(09:12) Thank you to our sponsors, Navattic and Appcues(11:50) Facing speed bumps and feedback(20:48) Managing and letting go(26:49) Sensing trouble and taking action(27:45) Navigating tough conversations(30:10) Handling team changes and communication(31:48) Learning from mistakes and setting expectations(45:33) The myth of the all-knowing leader(52:59) What's next: parental leave, peace, and building enoughThis episode is presented by:Navattic: Interactive Product Demo Software - https://navattic.com/value Appcues: User Engagement for SaaS - https://appcues.com/value Resources:Connect with Shannon:LinkedIn: https://www.linkedin.com/in/shannon-sweeny-curran/SSC Consulting: https://shannonscurran.com/Connect with Andrew:LinkedIn: https://www.linkedin.com/in/andrewcapland/ Substack: https://media.deliveringvalue.coHire Andrew as your coach: https://deliveringvalue.co/coaching

One of the most interesting projects I worked on recently was a rebuild of our ABM / outbound / buying signal tech stack at my day job. I had bought one of the big legacy ABM platforms a few years ago but had never really seen the value we were hoping for, at least not enough to justify the cost. And meanwhile, there's been this explosion of new vendors in the outbound space—tracking signals, aggregating signals, powering sales workflows, enrichment, AI SDR assistants, and the list goes on. I did a really deep evaluation to understand the landscape, and just as I wrapped that up, I sat down with Janis and Philipp who host the RevOps Lab podcast by Weflow.We had a great discussion and really went into the details on this topic. If you're thinking about changing up your ABM tech or just want to get oriented on what's going on here, this is a great episode for you. Hope you enjoy it, and check out more episodes from RevOps Lab here: https://www.getweflow.com/revops-lab--------Justin Norris, Senior Director of Marketing Ops at 360 Learning and host of the RevOps FM podcast, joins us to dive into outbound strategies and the evolving role of AI in sales. Justin shares his approach to outbound, focusing on experimentation, signals, and leveraging technology to make outbound motions more effective. He also discusses the importance of flexibility in trying new outbound approaches and creating a system where teams can experiment and learn what works best.We cover:The shift from traditional outbound methods to AI-driven strategiesHow signals play a critical role in outbound successThe importance of flexibility and experimentation in outboundUsing tools like MadKudu to streamline outbound workflowsAI's role in the future of outbound and sales engagementChapters:[00:00] Introduction[01:17] Justin's Background and Journey in RevOps[03:59] Outbound in the Modern Sales Environment[07:31] Signals and AI in Outbound Strategy[14:39] Building Flexibility into Outbound Motions[19:06] The Future of AI and Sales Engagement[24:00] Experimentation and Learning in Outbound[35:30] Final Thoughts and Advice--------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 Thanks to Our SponsorBig thanks goes out UserGems for sponsoring today's episode. We all know running outbound is a huge pain—you need to manage a dozen different tools and data sources and it takes ton of manual work to keep it all going. UserGems solves that with one platform to capture signals and automate next steps with workflows and AI.You get a library of the most impactful signals in one place, automated playbooks to make sure your team executes consistently, and Gem AI to create personalized messaging for each prospect. So stop wasting time and start targeting your most promising buyers with less headcount. Click the link below for a special offer just for my listeners. Try UserGems

While working as a VP at MadKudu, Shannon realized that the company didn't need a full-time marketing team member at their current stage. So she took a risk and offered to work for them fractionally while she started her own consulting business. In this episode, we'll talk about Shannon's career, what life was like for her before becoming a mother, and the life she's currently building for herself with her new business.  We also touch on…Family planning while starting a new jobHow Shannon approached her boss about moving to fractional workThe rise of dads who “dad out loud” Finding community while working remotely

Guillaume Cabane is a growth advisor to high-growth SaaS Startups, including Ramp, Spot, Airbyte, G2, Gorgias, Metadata, Madkudu, and others. Guillaume held VP of Growth roles at Drift, Segment, and other successful startups, where he helped them grow from ~50 to 300. Prior, Guillaume spent 6 years at Apple. In Today's Episode with Guillaume Cabane We Discuss: 1. Entry into Growth: How did Guillaume make his way into the world of growth? What are 1-2 of his biggest lessons from him time at Segment where he 4x revenue? What does Guillaume know now that he wishes he had known when he entered growth? 2. Enterprise vs SMB & CAC/LTV: Why does Guillaume think it is harder to go enterprise down than SMB up? What are the biggest mistakes companies make when scaling into enterprise? What are the biggest mistakes startups make with product-led-growth motions? Why does Guillaume believe it is impossible to analyse CAC/LTV in early companies? 3. Activation, Engagement and KPI Setting: What are the biggest mistakes companies and teams make in activation? What can growth and marketing teams do to guarantee engagement in prospects? Why are all KPIs not tied to revenue BS? 4. Hiring the Growth Team: What are the core characteristics of great growth hires? How quickly does it become apparent when you have made a bad growth hire? Why do founders make the best profiles when hiring your first growth hire? What are the biggest mistakes Guillaume has made when hiring for growth? 5. Why Growth is Like Venture: What is the secret to building a great growth portfolio? Why is it impossible to scale to $50M ARR with only one good channel? What is the right way to spread resources across channels? When is the right time to add new channels and diversify?

In this episode of the OpsStars podcast, Francis Brero, Co-Founder of MadKudu, joins Don Otvos to unpack how the democratization of data science for go-to-market strategies. They also discuss the power of data and personalization in enhancing customer retention, how RevOps shifts toward a business accelerator role, and the evolution of data science in RevOps.

Working in a new company means your day-to-day responsibilities have to be tied to a larger goal. But when you're fresh out of college in your first role, it's hard to understand that perspective and how others work towards it. Claire Suellentrop, Co-Founder and COO of Forget the Funnel, knows the struggle.In this episode, Claire talks about how valuable an outside perspective would've been to her growth when she was starting out. Listen to learn how you can set up your network to create a foundation for your growth in the industry.In this episode, you'll learn:1. Understanding how different people approach work will save you from miscommunications and wasted work2. The best people to give you advice are the ones who are only a few steps ahead3. An outside perspective of your problems will help you overcome them quickerThings to listen for:[04:25] How Claire fell backwards into growth[11:39] Learning to catch up to a company's pace[14:47] The importance of learning from someone a few steps ahead[18:11] Understanding everyone's working styles[23:46] Overcoming a skillset-company culture mismatch[27:58] Leaning into your strengths[30:23] Why heads of growth turnover so quicklyResources- Connect with Claire on LinkedIn or Forget the Funnel- Forget the Funnel book- Connect with Andrew on LinkedIn or Twitter- Learn more about Navattic- Learn more about MadKudu

Summary: Skip the job title obsession and focus on work that matters to you. Learn from Tara's "The Sauce" model: pick the right channels and keep your promises for sustained engagement. Her social-first demand gen approach and simple yet creative hot sauce branding show how to resonate in today's martech scene. Use personal biases to create targeted campaigns and ignore buzzwords and rigid MQL definitions. Tara's strategy—act on active interest immediately—cuts through the noise and boosts efficiency. Whether it's career or marketing, it's all about authentic, effective action.About Tara: Tara got her start in a communications role at Polar Mobile and later transitioned to focusing on inbound marketing at ScribbleLive, a live-blogging platform based in Toronto Tara then made the move to martech joining the popular content experience platform Uberflip as Demand Gen Manager where she spent nearly 3 years and worked her way up to Director of Revenue Marketing She later transitioned to a Senior Manager of Demand Gen role at Top Hat, a higher ed learning platform For the last 2 years she's been at Chili Piper, a meeting automation platform for demand gen teams where she started as Demand Gen Manager and has recently been promoted to Head of Demand Gen At Chili Piper she's also the host of the acclaimed Demand Gen Chat podcast where she's interviewed prominent guests from companies like LinkedIn, 6sense, Refinelabs and more! The Overrated Chase for Job Titles and the Importance of Aligning Career GoalsWhen asked about the variation in job titles on her resume, Tara offers insight that runs counter to conventional career advice. Tara's journey from a director-level position at Uberflip to managerial roles at Top Hat and Chili Piper wasn't about regressing; it was about finding her fit. At Uberflip, Tara experienced rapid promotions, roughly every six months, which led her to believe in the importance of titles. However, she realized that the titles often didn't correlate with her day-to-day responsibilities. In her first role, although under the umbrella term of 'communications,' Tara juggled between answering phones, booking CEO's travels, and setting up the company's first Twitter account. Titles can be deceptive.Tara also points out the dangers of chasing managerial roles for the sake of it. At Top Hat, her role morphed into what she describes as a "middle manager." While this was somewhat fulfilling in person, the transition to remote work revealed cracks in the facade. She found herself swamped in one-on-one meetings, feeling unproductive and unmotivated. Her realization led her to seek something that resonated more authentically with what she wanted to do.So, what is Tara's advice to those hesitant to take a perceived step back in their careers due to job titles? She underscores the importance of prioritizing what you truly value in your career over a title. In all her roles, irrespective of what the title implied, she never had to take a pay cut. Her guiding lights have been the people she wants to work with and learn from, not the titles she could acquire.Key Takeaway: The fixation on job titles can be a mirage, leading professionals down paths that may not align with their true career goals or personal happiness. It's not the title, but the work and the people around you, that should guide your career decisions.People Manager or Individual Contributor: Choosing Your Marketing Career PathWhen asked about the viability of choosing to be an individual contributor over a people manager in marketing, Tara touches on a key decision point: personal motivation. If your prime motivator is financial gain, then pursuing a managerial role might offer the quickest route to that objective. However, if the allure of hands-on work, creativity, and constant learning excites you, Tara suggests thinking outside the conventional career ladder.Tara's current role, technically a people manager position, involves wearing multiple hats because her marketing team consists of just eight people. This underscores the variability of job titles and roles; what might be a managerial role in one setting could be a blend of individual contributions in another. Thus, titles can't be the sole determinant when choosing a career path.Tara emphasizes the need to introspect on what you truly enjoy doing day-to-day rather than obsessing over how your resume appears. She advises that those entering the field should experiment with both roles. Try out being an individual contributor and dabble in management, if possible, to get a real feel for where your interests and skills align.Key Takeaway: The choice between becoming a people manager or an individual contributor should hinge on your personal goals, be it financial or the type of work that genuinely engages you. Titles and job descriptions can be fluid, and what's crucial is aligning your career with what motivates you each day.Stepping Up to the Mic: How Tara Rejuvenated an Existing PodcastWhen questioned about her experience taking over as the host of the 'Demand Gen Chat' podcast, Tara gives an insider look into her decision-making process. She inherited the podcast from Kaylee, her then-manager, who had resuscitated it after a years-long hiatus. Under Kaylee and Nolan, the head of video and creative, the show saw significant improvements in production quality and gained momentum.Tara notes that when Kaylee left, the future of the podcast hung in the balance. Armed with firsthand data—Tara had been responsible for promoting the podcast and monitoring its performance—she saw a clear value in its continuation. Reception on platforms like LinkedIn was favorable, and the audience was growing. Given this, Tara felt it was crucial not only to keep the podcast alive but to continue its upward trajectory.Another aspect of Tara's decision was the composition of the Digital Team at that time, which consisted of just her. Despite discussions about other potential hosts, like co-founders, Tara felt it wouldn't be authentic to have someone not involved in day-to-day marketing activities take over the show. After all, the podcast was part of the demand generation strategy and it made the most sense for her to step into the role.Key Takeaway: Sometimes the best candidate for a job is already in the room, well-acquainted with the work's nuances and impact. Tara's decision to continue the podcast wasn't just a matter of filling a role; it was about recognizing the value the show brought and the audience it had built.Elevating a Podcast Game with Thoughtful Tweaks and AIWhen asked about how she managed to elevate the podcast, Tara offers insight into her cautious first steps and subsequent strides for improvement. Initially, Tara focused on not deviating too much from the existing format set by Kaylee, her predecessor. She recognized the value in the format that already had a solid fan following. Her primary concern was to keep the essence of what people loved about the podcast intact.The real game-changer came ahead of what they now call their fourth season. Tara and her team, including producer Nolan, took the opportunity to reassess and refine the podcast's elements. Rather than making sweeping changes, they concentrated on nuanced improvements like scripted outros and thoughtful intros. Tara takes the time post-recording to distill the essence of the episode, offering listeners upfront context, thus adding a layer of polish to the show.Another transformative factor was Nolan's use of AI tools, such as Opus, for post-production. Before the integration of AI, tasks like repurposing content for different platforms like TikTok were time-consuming and sometimes left undone due to workload. AI tools have now automated part of this process, allowing the team to create more content from each episode efficiently.Key Takeaway: Small, calculated refinements can significantly improve a product's quality and reception. Tara's cautious yet innovative approach—balancing tradition with polish and leveraging AI for efficiency—shows that you don't need to overhaul an entire system to achieve a noticeable impact.How The Sauce Newsletter Navigated Growth and RetentionWhen asked about the success of her company's newsletter "The Sauce," Tara peeled back the layers of its growth strategy. While she didn't coin the catchy name, she took the reins on scaling the subscriber base. Tara looked at multiple channels for growth, including paid placements in similar newsletters. Surprisingly, this not only yielded high-quality subscribers but also competed well with Facebook on cost-per-subscriber, compelling the team to pause Facebook lead forms due to inconsistent lead quality.Apart from focusing on sheer numbers, Tara emphasized the role of content. The newsletter serves as a retargeting audience to drive direct sales rather than just funneling leads. This approach helped maintain the content's quality, steering it clear of becoming another sales pitch masked as valuable content. This strategy allowed Tara to justify the newsletter's existence internally within her organization, establishing it as an asset rather than an overhead.However, the journey wasn't without its bumps. Eager to capitalize on high engagement rates, Tara experimented by sending the newsletter twice a month instead of once. The result? A loss in subscriber trust and numbers. The mistake was twofold: not only did it break the promise of a monthly email, but it also didn't consider testing on a smaller scale first.Key Takeaway: The story of "The Sauce" underscores the importance of aligned growth strategies and content quality. Tara's experience suggests that smart channel choices can lead to cost-effective growth, but engagement hinges on delivering what you promise to your subscribers. Always keep the value proposition front and center.Breaking the Mold in Demand GenWhen asked about the evolution of demand generation and how to strike a balance between innovation and results, Tara offered some compelling insights. The current environment, she believes, is saturated with cookie-cutter tactics, especially in B2B settings. Tara stresses the importance of venturing beyond the email nurture programs that many equate with demand gen. For her, conventional methods like these simply don't align with the way she sees technology being bought in the martech space.But innovation requires a supportive environment. Tara acknowledges her luck in working with co-founders open to experimentation. This freedom allows her team to move away from traditional methods and instead focus on engagement that resonates with today's buyers. One of the forthcoming strategies Tara revealed is a street art campaign around major trade shows. While it's a top-of-the-funnel activity not aimed at direct conversions, the primary goal is to create social buzz and brand awareness.This leads to another point Tara emphasizes: the necessity of boldness in B2B marketing. Instead of traditional trade booths, her team focuses on activities that people want to attend. From happy hours to parties, the strategy is designed to drive actual engagement, rather than forcing prospects into sterile sales meetings. In terms of content, this also allows them to gather real-time reactions and images, which can later be utilized for advertising campaigns.The upcoming experiment with what Tara calls a "less messy version of graffiti" is the epitome of the philosophy she brings to demand gen—be bold but be true to how people genuinely interact and make purchasing decisions in the martech ecosystem. It may be top-of-the-funnel, but the aim is to turn heads and initiate conversations that can eventually be steered toward meaningful engagement.Key Takeaway: The future of demand gen may lie in breaking away from traditional models that have long held sway. Tara's approach of social-first, bold, and engaging activities is more in line with how real-world purchasing decisions are made. Gone are the days when a series of emails could nurture a lead to conversion. Now, it's about creating a buzz so strong that people can't help but pay attention.The Unconventional Path to Brand ResonanceWhen the subject veered towards what some might label as "guerilla marketing," Tara admitted that while the term might be a bit played out, the concept is spot-on. Guerilla marketing or not, the goal is to create memorable, high-impact experiences that stick with your audience. And she's seen firsthand that even simple initiatives can pack a punch if executed creatively.For instance, Tara's team rolled out a branded hot sauce campaign. At first glance, sending out hot sauce might not seem groundbreaking, but it's the attention to detail that makes the difference. With engaging slogans and quality branding, they transformed an everyday item into a memorable brand touchpoint. The result? Persistent mentions and photo tags on LinkedIn, creating a low-cost but effective engagement mechanism.The challenge, Tara suggests, lies in coming up with ideas that are not just outside-the-box but also aligned with your brand's identity. In a landscape full of predictable tactics, even small surprises can make a lasting impact if they're thoughtfully tied back to your brand message or value proposition.In Tara's case, this could be as straightforward as a hot sauce bottle but executed in a way that it becomes not just a condiment but a conversation starter. It's not about being wildly different for the sake of it; it's about bringing a bit of surprise and delight into an otherwise staid B2B environment.Key Takeaway: Being unconventional doesn't necessarily mean being complex or expensive. Tara's example of branded hot sauce shows that simplicity, when paired with creative execution, can result in memorable brand interactions. In today's crowded martech scene, sometimes all it takes to stand out is a dash of unexpected creativity.Marketing to Your Own Tribe - Perks and PitfallsWhen asked about the uniqueness of marketing to a demographic that closely resembles her own profile, Tara drew a stark comparison between her current role and previous gigs. Marketing in the martech industry, for her, is like coming home; she shares common ground with her Ideal Customer Profile (ICP). This is markedly different from her past experience at Top Hat, where she was tasked with understanding a completely different mindset—professors who generally have job security for life.Tara acknowledges the potential bias in designing campaigns that mirror her own preferences but argues that a one-size-fits-all approach rarely thrills anyone. Instead, her focus is on sparking enthusiasm within segments of her ICP. The strategy? Triggering excitement in a few can generate the kind of social buzz that more generalized efforts may fail to achieve. Tara believes if you create something compelling enough for people to share socially, you're onto something that can gain traction.Regarding ideation, Tara emphasizes the importance of collaborative brainstorming sessions. In her team's case, they use tools like Figma to toss ideas into the ring. While remote brainstorming may lack the spontaneity of in-person interaction, Tara insists that a relaxed, non-judgmental atmosphere often yields the most innovative concepts. It was such brainstorming sessions that gave birth to out-of-the-box ideas like custom Pokemon cards for their Customer Advisory Board (CAB) members and the branded graffiti campaign.So how do you navigate the tightrope of being your own ICP? Tara's approach is twofold: be aware of personal biases and encourage team-wide brainstorming that allows for a multitude of perspectives.Key Takeaway: Tara's insights spotlight the advantage and complexity of marketing to an audience similar to oneself. The trick lies not in avoiding personal biases but in leveraging them to create campaigns that resonate deeply with at least a segment of your ICP. It's not about pleasing everyone; it's about electrifying a few enough to get the buzz going.Scaling to High-Level Marketing StrategiesWhen asked about the necessary groundwork for executing high-level marketing strategies, Tara emphasized the importance of operations. Tara noted that, upon joining her new team, she was fortunate to have a reliable Revenue Operations Manager who ensured that the underlying mechanisms were sound. Imagine a grand campaign falling flat because your lead forms don't function as they should. Your audience reaches a dead-end, and your campaign's ROI drops to zero. Before dreaming about high-level, complex campaigns, fix the basics.Tara also opened up about the evolving nature of brand positioning. Even her own company hasn't "completely nailed it," she confessed. There are times when her brand is misinterpreted—some LinkedIn messages even inquire if they make hot sauce. But then there are also those who fully understand and evangelize the brand. In Tara's eyes, perfecting messaging is a journey, not a destination, particularly as the competitive landscape shifts.Adding another layer to the complexity, Tara spoke about how a brand new field evolves into table stakes. When her team first introduced B2B lead routing software, it was something novel, and the challenge was to educate the market. Fast forward to today, and it's considered essential for any marketing or sales team. Now, the fight isn't about explaining what they do but differentiating themselves from an expanding pool of competitors.Tara's advice for those with willing co-founders and investment but lacking groundwork? Focus on strong operations and be ready to adapt your positioning as you grow. According to her, the core ingredients for being able to execute high-impact campaigns include a reliable ops backbone and a deep understanding of the ever-evolving market dynamics.Key Takeaway: The foundation of any high-level marketing strategy is operational excellence and agile brand positioning. Without these, even the most brilliant campaigns can fall flat. Ensure you have the basics covered before reaching for the sky.The Myth and Reality of Dark SocialWhen asked about the buzzword-heavy concept of "dark social," Tara candidly disagreed with the notion that marketers should reorient their strategies around trending terms. She did acknowledge the historical relevance of word-of-mouth marketing but pushed back on the idea that every touchpoint in a B2B journey can be meticulously measured. While attribution software may claim comprehensive metrics, Tara's experience contradicts that assertion.What really got her attention was the often misguided focus on tracking every possible interaction, to the detriment of authentic engagement. For Tara, if a marketer succeeds in capturing attention and inciting a Google search that ends in a click on their ad, that doesn't necessarily mean their Search Engine Marketing is revolutionary. It just means they've effectively grabbed that individual's attention, nothing more.In Tara's view, the B2B marketing space has developed an obsession with quantitative measurement. This fixation led many marketing teams to neglect community engagement and influencer relationships, simply because these elements were "untrackable." Tara sees this as a significant oversight, particularly in a landscape that has grown increasingly digital and where communities can provide tremendous organic reach.Tara also pointed out that while she sees the value of trying to measure impact through things like UTM links, the effort often falls flat. Customers and influencers are less likely to share these links in authentic conversations, thereby making them ineffective. Instead, she advises marketers to focus on being present in the spaces where their customers are, whether that's in Slack communities or elsewhere, rather than obsessing over tracking every interaction.Key Takeaway: The fixation on tracking and metrics has led marketers astray, downplaying the importance of community engagement and genuine relationships. While dark social might be an intriguing concept, Tara suggests it's more effective to embrace the less quantifiable aspects of marketing, which are often where the real value lies.The MQL Debate: A Fresh PerspectiveWhen asked about the state of MQLs in 2023, the year of our Lord, Tara was candid about the nuances of defining a marketing qualified lead. She admits that the importance and impact of MQLs vary based on a company's size, target audience, and the structure of their marketing and sales organization. In Tara's experience, the focus on defining MQLs often led to internal debates that, in retrospect, could have been better spent on actual lead generation efforts.Instead of fixating on what makes a lead "qualified," Tara's current approach is refreshingly straightforward. If someone actively books a demo, that lead gets immediate attention and is routed to the appropriate sales rep. No excessive segmentation, no scoring parameters—just immediate action. This pragmatic approach avoids the pitfalls of endless debates about lead quality, job titles, and activity levels, which are common in more complex setups.Tara's perspective reveals a shift in the landscape. There's a growing recognition that the granular details of what constitutes an MQL might not be as universally important as once thought. Her team's simplified process not only streamlines internal operations but also improves the experience for potential clients. When leads are ready to make a move, they do. No need for convoluted nurturing sequences.Key Takeaway: The industry's obsession with meticulously defining MQLs might be outdated and even counterproductive. Tara champions a straightforward approach: Respond immediately to active interest and bypass the qualifiers that often mire teams in endless debates. This clear-cut strategy not only enhances operational efficiency but also improves the lead experience.The Nuanced Approach to Lead QualityWhen questioned about the intricacies of lead quality and the role of scoring mechanisms, Tara offered a shift in perspective: It's not just about leads, it's about accounts. Unlike many companies that go straight into scoring leads, her team starts higher up the funnel by assessing the quality of accounts. This strategic pivot has been fairly recent but it's proving effective. The marketing budget, particularly on social channels, is now allocated towards targeting these high-quality accounts, resulting in more efficient use of resources.The operational change goes beyond budget allocation. Even outbound marketing strategies are attuned to these quality accounts. So, instead of casting a wide net on LinkedIn and other platforms, they focus on accounts already validated by the sales team as worthy targets. In essence, they're not in the business of pursuing every marketer who clicks on an ad. When a click occurs, there's no mad rush to signal Sales. Instead, the focus is on providing these select accounts with valuable content that showcases customer stories and diverse use cases.Tara's approach disrupts the traditional model of isolating lead quality as the definitive measure. Instead of spiraling into metrics and scores, her team's attention is on aligning sales and marketing efforts cohesively. This alignment creates a streamlined path from initial interest to final conversion. The result? A more coordinated, effective strategy that puts the focus back on what really matters: creating meaningful customer engagement.Key Takeaway: Forget the obsession with lead scores. Tara's methodology is a wake-up call for marketers fixated on metrics at the expense of real business outcomes. By focusing on account quality over lead quality, she's not just saving time and budget, she's also fostering a more targeted and efficient marketing approach.The Case for Account-Level Automation over Lead ScoringWhen Tara was asked about her experience with automated lead scoring tools like ChiliPiper, Mixpanel, and MadKudu, she was clear: The focus has shifted from leads to accounts. Budget often acted as a constraint when considering such tools in the past, but her current strategy incorporates an account-level tool called Good Fit. This tool evaluates the characteristics shared by their best and most promising customers. Rather than applying an opaque algorithm to individual leads, it helps them identify high-potential accounts based on common factors.What makes this approach especially potent is its adaptability. The tool isn't just a plug-and-play mechanism; it allows the team to input their own data, such as their best customers and those with the most growth potential. This creates a system tailored to their unique business needs, enhancing its predictive accuracy for future accounts. It's not about deciphering what makes a 'hot lead' anymore. It's about understanding what attributes of an account indicate a high likelihood of fruitful engagement and then acting on it.While Tara's team has yet to fully dive into lead-level scoring, the shift to an account-based model is deliberate. Before spreading their resources thin over various scoring models and tools, they want to validate this account-centric approach. And given the initial signs, it seems like a wise strategy.Key Takeaway: The spotlight is moving from lead-level automated scoring to account-based evaluations. Tara's team isn't chasing metrics; they're strategically positioning themselves to focus on high-quality accounts, all while using tools that allow for customization and in-depth analysis. It's not just a reactive play; it's a calculated move towards a more effective marketing framework.Navigating the Marketing-Data Team CollaborationWhen asked about her approach to aligning the marketing and data teams at Chili Piper, Tara offered practical insights. She's well-acquainted with the pitfalls of in-house projects like lead scoring, describing them as "never-ending" and not worth the effort unless you have a dedicated, sizable team. For Tara, the collaboration with the data team is focused on one goal: producing dashboards that offer a unified view of key metrics. These dashboards, housed in Sigma, serve as the single source of truth, streamlining reporting for diverse presentations, from all-hands meetings to board decks.It may seem basic, but having a centralized repository for data saves enormous amounts of time. Tara recalled previous experiences juggling reports from disparate platforms like Salesforce and HubSpot. But aligning all reporting into one centralized dashboard has turned out to be a game-changer. No more toggling between platforms or reconciling conflicting data. Everything is right there, in one place, for everyone to see and use.But it's not all roses. Tara cautions that establishing this kind of data foundation takes longer than most teams anticipate. The data team's knack for scrutinizing logic and questioning inconsistencies makes initial conversations lengthy and, sometimes, complex. But these discussions are crucial for defining what each metric means and ensuring everyone is literally and figuratively on the same page.Key Takeaway: The collaboration between marketing and data teams is a marathon, not a sprint. The upfront investment in building a robust, centralized data framework may take time, but it pays dividends down the line. Tara's experience underscores the immense value of patience and clarity in this collaborative endeavor: It's not just about gathering data, it's about making it comprehensible, actionable, and aligned across teams.Mastering the Work-Life Equation with TaraWhen asked about finding a balance in her multifaceted life, Tara spoke candidly. One unexpected but crucial factor in her daily routine? Her dog. The four-legged friend has inadvertently become a time management tool, forcing Tara to carve out time for morning and evening walks. These daily rituals allow her a breather from the constant buzz of her fully distributed team at Chili Piper.Tara's approach to balancing work and life goes beyond canine companionship. She practices time blocking—a technique that sounds simple but makes a world of difference. Her calendar may look crammed, but each block serves a purpose, whether it's for her podcast, her team at Chili Piper, or just a few minutes to decompress and grab a coffee. For Tara, this methodical approach to scheduling keeps her centered, even in the chaos of startup life.The importance of having scheduled 'buffers' shouldn't be underestimated. These are small windows that give Tara the time to recharge and transition between tasks. It's not just about filling every minute but about assigning moments to step away, even if it's just for five minutes to clear her head.Managing a distributed team means Tara's Slack is bustling at all hours. But instead of succumbing to the reactive nature that such platforms can foster, she emphasizes the need to be proactive with her time. She plots out her day as far in advance as possible, sidestepping the urge to let real-time demands dictate her schedule.Key Takeaway: The secret to Tara's success and happiness in her multifaceted career is a blend of structured flexibility. From dog walks that enforce screen-free time to meticulously time-blocked schedules, her approach offers a roadmap for anyone juggling multiple roles and responsibilities. These aren't complex strategies; they're thoughtful habits that make a substantial difference.Episode RecapStarting with career choices, forget the allure of job titles. Zero in on the work you love and the colleagues who make it better. Your decision to take on a managerial role or remain an individual contributor should align with what drives you daily. Once you've dialed in your personal career path, you can take notes from successful strategies for brand growth, like Tara's experience with "The Sauce."Tara's venture underscores the importance of selecting the right channels and maintaining high content quality. She shows us that the secret sauce to lasting engagement is delivering on your promises. This ethos of alignment and authenticity extends to Tara's perspectives on the changing landscape of demand generation.No longer can traditional models of demand gen hold their ground. Tara's social-first approach aligns with the dynamics of real-world purchasing decisions today. It's not about endlessly nurturing leads through emails; it's about creating genuine buzz that converts interest into action.Being unconventional doesn't have to be expensive or complicated. Tara's branded hot sauce is a lesson in the power of creative simplicity, especially in a crowded martech arena. The key is resonating with your audience, and sometimes that means looking inward.When you're marketing to an audience similar to yourself, leverage your own biases to create campaigns that hit home with a segment of your Ideal Customer Profile (ICP). It's about stirring enough excitement to make waves, without trying to be everything to everyone.Now, what about trending buzzwords like "dark social"? Tara suggests taking them with a grain of salt. While she acknowledges the power of word-of-mouth, she warns against relying on buzzwords or assuming every B2B touchpoint can be precisely measured.Finally, Tara challenges the obsession with defining Marketing Qualified Leads (MQLs). She recommends cutting through the noise by responding to active interest immediately, circumventing endless debates over qualifiers. It's a straightforward strategy that boosts efficiency and enhances the lead experience.In essence, whether you're steering your career or your next marketing campaign, focus on what truly matters: genuine engagement and effective, simple strategies. Tara's multi-faceted experience offers valuable insights on how to achieve both.Links: Demand Gen Chats Podcast The Spice Newsletter LinkedIn Twitter

Most growth roles are difficult to grasp and manage which makes mastering “soft skills” like communication, vital.In this episode, Product Growth Advisor Rosie Hoggmascall shares her experiences around someone taking credit for her work, struggling with being put on the spot, and having the tough conversation about feeling stuck at work. Listen in to hear her tried and true phrases you can employ to avoid freezing in anxiety-triggering conversations at work and to be reminded why soft skills are what hard workers really need.In this episode, you'll learn:1. Writing your thoughts on paper before a hard conversation at work can help you show up with confidence and clarity2. Communication and managing up are two soft skills you need to hone to be an effective head of growth3. You don't have to accept all the feedback you receive but pay attention if you're hearing the same things over and overThings to listen for:[11:35] Why you should always be applying for jobs [12:51] Dealing with disrespectful managers [15:51] Preparing for difficult conversations[19:16] Breaking your self-deprecating internal monologue[22:29] Speaking with your boss after a big mistake[26:55] Phrases to use to avoid freezing [30:15] Sifting through contrasting feedback[32:46] Honing your soft skillsResources:- Connect with Rosie on LinkedIn, Medium, or Growth Mentor- Connect with Andrew on LinkedIn or Twitter- Learn more about Navattic- Learn more about MadKudu

Alignment is one of the most important parts of working in growth, whether it's being aligned with your company about your role or how well you connect with the new hire. Hillary Pitts Miller works the intersection of Product and Growth at Whimsical and she came to understand the power of alignment when she realized that her company wasn't actually ready for a growth team yet.In this episode, Hillary shares her story of setting her ego aside for the sake of the company and her transition from her marketing background into growth (and back again). Listen in for Hillary's insights and career advice on navigating the maturing but unpredictable growth landscape.In this episode, you'll learn:1. That you shouldn't be afraid to address the elephant in the room2. Why it's important to take time and suss out the company culture fit, whether you're interviewing candidates or interviewing for jobs3. Some companies might not need a growth role as much as they think they doThings to listen for:[03:45] Hillary's Growth origin story[09:04] How to overcome a failed hire[14:50] Navigating impostor syndrome [17:07] How being honest builds trust[20:50] Setting your ego aside for the company's needs[29:23] Advice for struggling job seekers[30:59] How to learn if a company is for youResources:- Connect with Andrew on LinkedIn or Twitter- Learn more about Navattic- Learn more about MadKudu

In this episode of Women in B2B Marketing, host Jane Serra interviews Shannon Curran, VP of Marketing at MadKudu. Shannon discusses the changing landscape of marketing teams, growing the top of the sales funnel, optimizing events for quality, and leveraging data to optimize for pipeline. She also emphasizes the need for clear direction, coaching, and authentic leadership.Shannon and Jane discuss:Shannon's transition from VC to B2B MarketingThe rise of generalists with specialized skillsExploring fractional work for career growthAligning sales and marketing through dataMQLs as a vanity metricOptimizing events for relationship building and deal accelerationHow to choose which events to invest in based on attendee lists and cost-benefit analysis.Predicting ROI on events based on quality indexInvesting in employee growth and psychological safetyKey Links:Guest: Shannon Curran - https://www.linkedin.com/in/shannon-sweeny-curran-55332942/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ MadKudu - https://www.madkudu.com/

Where are you on your AI adoption curve and where is your company on their AI maturity curve? In this episode, co-hosts Pete Housley and Unbounce Content Creator Banafshe Salehi review a bunch of cool and innovative AI tools with the help of guest Saba El-Hilo, Unbounce's SVP of Data and Engineering. They're reprising the most popular episode to date - Try AI - but this time looking at specialized AI tools for marketers. What tools will the team actually be adopting? Which are over-hyped? And is the AI boom already on its way out? We'll find out on this episode of Unprompted.Meet The Unprompted CrewPete Housley is host extraordinaire and CMO at Unbounce. His co-host this episode is Unbounce Content Creator and Copywriter Banafshe Salehi. Banafshe has more than seven years of experience in content and brand from B2C to agencies and SaaS. She is a creative strategist, working on conceptualizing marketing campaigns, white papers, multimedia projects, and more.This episode also features Unbounce's SVP of Data and Engineering, Saba El-Hilo. Saba's career includes more than 10 years of experience building top performing and innovative products. She has deep experience working with Big Data, ML technologies and building web applications and services.Key Quotes*”We all know these models tend to hallucinate. They can return inaccurate data. There's a whole lot of privacy and data challenges. So the tech is so new, and we're seeing big players like Google and Microsoft build their entire suites and incorporate their entire suites on top of this tech. It's like building a car while driving it.” - Saba El Hilo*”These AI tools are time saving to free you up for the other stuff. So when there's a mechanical task or a repetitive task, it's amazing. Like, you do your inputs and, and the info is at your fingertips. And now you can act strategically and proactively without having to do that repetitive task.” - Pete Housley*”I had a moment of being a bit hopeless towards creative career paths. But I think now that I've played around with more specialized AI tools, I think there is a lot of value to having a person who is specialized use those specialized tools. They are not that easy to pick up. They need investment, they need time put into them. And I think they open up a lot of avenues for content creators like myself.”  - Banafshe SalehiTime Stamps[2:15] Introducing co-host Banafshe Salehi, Content Creator at Unbounce[3:28] AI in the News: SAG-AFTRA writers' strike[6:59] AI in the News: McKinsey's State of AI in 2023 Report[9:22] Is the AI boom on its way out?[11:10] Let's try new, specialized AI tools[12:15] Welcome back Saba El-Hilo, SVP of Data & Engineering at Unbounce[15:19] What are the rules to the team's tool review?[16:39] ThoughtSpot[19:42] Acrolinx[22:40] MadKudu[26:21] Optimove[29:26] Surfer SEO[32:13] Brand24[34:39] CrayonLinksConnect with…Pete Housley, CMO at UnbounceBanafshe Salehi, Content Creator at Unbounce Saba El-Hilo, SVP of Data and Engineering at UnbounceLearn more about UnbounceCheck out the tools we reviewed!ThoughtSpotAcrolinxMadKuduOptimoveSurfer SEOBrand24CrayonLearn more about UnbounceThis podcast is brought to you by Unbounce. Most AI marketing tools are… kinda the same. That's because they're built on the same, generic machine learning models—and they get you generic results in your marketing.Unbounce is different. It's trained on data from billions of conversions, which means it gives you content and recommendations proven to get you more leads, sales, and signups.If you're a marketer (or just someone doing marketing), you need Unbounce. You can build beautiful, high-converting landing pages for your ads and emails, plus get AI copywriting and conversion optimization tools—all powered by more than a decade of marketing data.Get the most conversions with Unbounce. Learn more at unbounce.com/unprompted.

Have you moved from one company to another just to feel like nothing changed? Like when you finally leave a role that drains your energy, only to find yourself in a company culture that's a little too familiar? Joseph Fitzgibbon, Founder of Growth & Company, knows that feeling and his experiences taught him signs to look out for and tactics for avoiding falling into companies that just aren't made for him.In this episode, Joseph shares his journey into the growth industry and how he overcame the struggles of having a job that demanded skills and a personality that he didn't have. Listen to learn how to find your sweet spot and to get out of dodge when the role doesn't fit you and the value you bring to the table.In this episode, you'll learn:1. Call things early. If you're in a job that doesn't feel right, it's best to leave as soon as you can rather than perpetually hope that one day everything will work out.2. When you're interviewing for a new growth role, really try to understand what caused them to let go of the person you're replacing. It helps you avoid making the same mistakes.3. There is power in clear and frequent feedback, seek it out relentlessly.Things to listen for:[4:17] An average week at a growth consultancy[12:06] Joseph's path to the growth industry[16:34] Identifying a mismatch in your role[19:51] The value of clear feedback and performance reviews[28:58] Setting expectations with your manager[36:26] Managing the reality of business[40:37] Advice for growth jobseekersResources:- Connect with Andrew on LinkedIn or Twitter- Learn more about Navattic- Learn more about MadKudu

Having been the only woman in countless meetings and the youngest person at the table, Daphne Tideman, Freelance Growth Advisor and Consultant at Daphne Tideman Ltd., understands the struggle of getting your voice heard. It was frustrating for her. But, over time, she's learned how to overcome it.In this episode, Daphne shares how learning to speak other people's languages has allowed her to be more convincing and resonate with others. But beyond that, she's also discovered how to grow her confidence and value herself outside of the bounds of work. Listen to hear the valuable lessons she's gained from her mistakes and strategies she uses to overcome the pressure of heading a Growth team, learning new skills, freelancing in Growth, and more.In this episode, you'll learn:1. The power of speaking your executive's language2. To get to the heart of a matter keep asking the question “So what?”3. Have goals and passions outside of work to help you find more balance in your lifeThings to listen for:[4:29] The crossroads that led Daphne to the Growth industry[14:18] Being the only woman in a meeting[17:35] Remembering work isn't your whole life[20:42] The power of joint goals[21:54] How to get your ideas heard[32:56] Focusing on things in your control[35:28] Being in your comfort zone is OKResources:- Connect with Daphne on her website and subscribe to her newsletter- Connect with Andrew on LinkedIn or Twitter- Learn more about Navattic- Learn more about MadKudu

When joining MadKudu as a Marketing VP, Shannon Curran knew they were so much more than a predictive lead scoring platform.She wanted to shift the conversation from product-led growth (PLG) to a focus on hybrid funnels and revenue generation. And because it would be a huge challenge to cut through the noise in the MarTech/RevTech space, they engaged an external consultant to conduct research and help with the positioning process.They explored the competitive landscape, market trends, and the company's unique value proposition.Through testing and feedback, they arrived at the positioning as a revenue automation intelligence engine, emphasizing the company's ability to predict and prioritize revenue-generating actions, automate revenue intelligence, and provide data-driven insights for go-to-market teams.The repositioning efforts showed a 2X increase in demo conversions.In this episode, Curran talks about: The importance of positioning before messaging and branding, as it provides a solid foundation for effective communication and differentiation in a crowded market.Vetting new job opportunities: funding, understanding their key metrics (CAC, LTV, churn), board involvement, and the experience of the founders.Using a test and learn approach to their messaging change by conducting bi-weekly tests on their website, paid advertising, and other channels to gather data and feedback. Other resources to check out:Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.The Lead Gen Mistake I Guarantee You're Making – how to create content that better identifies intent from today's b2b buyer.And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting. 

When you take the long-term perspective of your Growth career, it would be shocking if you didn't get at least one bad performance review. That's an insight Adam Fishman, Chief Product and Technology Officer at ResortPass and Executive in Residence at Reforge, has come to understand deeply.In this episode, he shares his story of being one of the early employees at Lyft and how he had to learn to manage a Growth team before many people knew what Growth really meant. Listen to hear about overcoming career mistakes, understanding how being yourself and being successful can happen simultaneously, and dealing with the anxiety and pressure of leading large teams when you're inexperienced.In this episode, you'll learn:1. The importance of seeking outside mentorship because bosses can't always be your coaches nor do they have all the answers you need2. Why it's best to be honest with your employers about what they can expect from you to help you decide as soon as possible whether a role is right for you3. When to use soft skills to gauge whether a responsibility is just enough to grow someone or too much for them to handleThings to listen for:[5:52] The pivotal moment in Adam's career from a marketer to a Growth leader[11:11] A lesson from being the Head of Growth[13:04] Learning from a bad performance review[18:54] Why you should learn to ask for help[24:59] The anxiety and pressure from high growth companies[17:53] How to be yourself and be successful[32:38] Adam's experience dealing with high pressure and anxietyResources:Subscribe to Adam's NewsletterConnect with Adam on LinkedInConnect with Andrew on LinkedIn or TwitterLearn more about NavatticLearn more about MadKudu

Working in a Growth role for the first time is hard, especially since the field is always evolving.In this episode, Liam MacCormack, Senior Growth Marketing Manager at MadKudu, shares his career journey from growth manager to head of growth. Along the way, he talks about why therapy and support systems are crucial for anyone in Growth, the mistakes that have made him a better person, and his path toward becoming a Growth leader.In this episode, you'll learn:1. The importance of a support system for anyone in growth2. How to deal with burnout and stress in a healthy way3. Mistakes are inevitable; internalize the lessons to continue improvingThings to listen for:[4:26] How Liam landed his first growth job[14:18] A career mistake that's stuck with Liam [20:48] How to know you're actually growing[26:49] The peaks and valleys of being in a growth role[37:20] Advice for dealing with burnout and overwhelm[40:45] Pushing through the challenges and adversity that come in growthResources:- Connect with Andrew on LinkedIn or Twitter- Learn more about Navattic- Learn more about MadKudu

John Short's life changed when his daughter had a seizure at school. As a parent, John found it challenging to balance work and family, but he wanted to provide extra support for his daughter. In this episode, John shares how that experience made him rethink his priorities and realize the importance of a portfolio view of life. In light of this, he started his own company, Compound Growth Marketing, allowing him to focus on the most valuable use of his time and plan better for his family's future. Listen in to gain a deeper understanding of the personal challenges people face so you can lean into empathy and grace.In this episode, you'll learn:1. How to set aside specific time for family to ensure you are present and focused not distracted by work and other obligations2. Finding mentors who've successfully balanced family and career to gain insights and guidance on how to achieve the same 3. Significant life events can shift priorities and change career trajectories, think through the potential long-term consequences of important decisions and make choices that align with your goals and valuesThings to Listen for:[04:31] How parents struggle with work-life balance[09:27] The stressors of working at an early-stage company[15:37] Seeking out mentors who've been where you are now[20:42] The benefits of choosing to be present[25:16] Changing societal norms around a healthy work-life balance Resources:- Check out John's podcast- Connect with Andrew on LinkedIn or Twitter- Learn more about Navattic- Learn more about MadKudu

So often, those in growth roles feel like there's no room for mistakes. Like their job is to know the answers to everything. In this episode, Mario Araujo, VP of Growth at Graphext.com and Product Growth Advisor, discusses the soft-skills needed to develop your leadership style. Listen in for his insights on owning up to mistakes, being clear and empathetic in communication while seeking ways to improve, and creating an environment where colleagues feel comfortable having open and respectful conversations. Along the way, you'll also hear how to go from being the person who jumps on every idea the CEO utters to the person who challenges those thoughts in a productive and respectful manner. In this episode, you'll learn:1. Strategies for direct, honest communication with your CEO2. The impact leaning into “soft skills” has on culture and your own leadership style3. How to own your mistakes and seek improvement rather than pretending to have all the answersThings to Listen for:[05:07] Mario's journey from technical trainer to growth expert[13:08] The positive impact of cultivating an open, supportive culture[21:48] Building trust through honest communication with your CEO[29:23] Navigating office politics[35:24] Owning up to mistakes and taking action instead of making excuses[38:28] Valuing a healthy work/life balanceResources:- Connect with Mario on LinkedIn or his website- Connect with Andrew on LinkedIn or Twitter- Learn more about Navattic- Learn more about MadKudu

AI-driven personalization needs to be as personal and engaging as a handwritten letter. Kieran Flanagan is joined by Guillaume Cabane, Growth Advisor to high-growth SaaS startups. Learn about the predictions in the next cycle of growth (how AI comes into it), the importance of data analytics in the growth marketing process, and why growth marketing requires a competitive edge over time. Mentions Article by Guillaume https://hypergrowthpartners.substack.com/p/the-next-generation-of-b2b-growth Gorgias https://www.gorgias.com/  Ramp https://ramp.com/  Tweet From Guillaume on Zapier https://twitter.com/guillaumecabane/status/192246054832443392  About Guillaume Cabane Guillaume Cabane is a growth advisor to high Growth SaaS Startups, including Ramp, Airbyte, G2, Gorgias, Metadata, Madkudu, and others. Guillaume held VP of Growth roles at Drift, Segment, and other successful startups, where he helped them grow from ~50 to 300. Prior, Guillaume spent 6 years at Apple. Outside of work, Guillaume is a husband of 1, father of 2, cheese-eater of many, and Pastafarian. Connect with Guillaume Website: www.hypergrowthpartners.com  Linkedin: https://www.linkedin.com/in/cabane/ Twitter: https://twitter.com/guillaumecabane  We're on Social Media! Follow us for everyday marketing wisdom straight to your feed YouTube: ​​https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg  Twitter: https://twitter.com/matgpod  TikTok: https://www.tiktok.com/@matgpod  Thank you for tuning into Marketing Against The Grain! Don't forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934   If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. We really appreciate your support. Host Links: Kipp Bodnar, https://twitter.com/kippbodnar   Kieran Flanagan, https://twitter.com/searchbrat  ‘Marketing Against The Grain' is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

Solid systems, open communication, and self-care are the practices allowing Natalie Marcotullio to thrive as Head of Growth and Operations at Navattic. In this episode, Natalie shares her experience as a one-person Head of Growth and how she's tackled the challenges she faced, such as understanding individual communication styles to achieve cross-functional alignment. Listen in for her insights on improving productivity, taking time for yourself, and tactfully prioritizing tactics based on current needs. In this episode, you'll learn:1. Be intentional about when you do certain tasks and create a system that helps ensure you're ready for the day ahead 2. Take into account the communication styles and objectives of your team members to communicate effectively3. Clearly lay out experiments, strategies, and tasks in a visible way to keep everyone on the same page and able to prioritize what will help you achieve your goalsThings to Listen for:[03:58] Natalie's journey from growth hacker to growth leader[13:40] The role of effective communication in go-to-market success[18:16] The importance of tactical prioritization for company growth[27:19] Understanding your colleagues' communication styles and objectives[35:32] How to be intentional about what you do and when you do it[41:25] Tackling imposter syndromeResources:Connect with Andrew on LinkedIn or TwitterLearn more about NavatticLearn more about MadKudu

In Episode 9 we speak with Peter Kirk who runs RevOps at MadKudu and has built operations functions at multiple product-led and sales-led companies, including Lucid and BentoBox. We talk all about data, attribution, and the role of Revops in helping drive alignment - instead of damaging it. Specifically, we cover: 1) How Revops can build trust with sales when they first join an org 2) Sales confusion around the role of Revops 3) Why sales is often less reliant on sales data or reports 4) Who should have access to dashboards and the best cadence to share data with sales 5) Best channels to get the most important insights to sales without distracting them 6) How attribution and compensation can harm the sales and marketing relationship Peter drinks a spaghett

Scott is the VP of Growth at Persefoni, and his wide-ranging growth experience includes time at Reforge, HubSpot, co-hosting the Growth TL;DR podcast with Kieran Flanagan, and working on the Signals product with Brian Balfour.In our convo, we talked at length about why growth roles tend to turn over so frequently, what makes a strong leader, and more:Navigating the “messy middle” between senior IC and growth leaderHow a lack of clear expectations and boundaries shortens role tenuresWhy rapid feedback cycles are important, whether you are working on a landing page, a board presentation, your comms, or your visionFour traits of strong leaders: simplify everything, empower everyone, learn from everywhere, and have a sense of humor[00:18] Introducing Scott Tousley and his background[08:50] Scott's work at Persefoni and some of the challenges he experiences[13:47] Why do growth leaders often have short tenures in companies?[18:16] Learning and developing the skills that benefit a growth leader[24:49] On feedback[29:15] Patterns and traits of strong leaders that Scott wants to exemplify[36:02] On work-life balance and how being a parent has affected how he prioritizes things[40:55] On his career growth[45:50] Connect with ScottLinks:LinkedIn: https://www.linkedin.com/in/scotttousley/This episode was sponsored by Navattic and Madkudu.

What's up JT, good to chat again. When you aren't podcasting or consulting, what are you reading or listening to these days?Yeah I've been BUSY. Bobiverse books, of course but also lots of Mario with my kids – haha, my downtime totally spent on guilty pleasures.Haha yeah you had a head start on Bobiverse but I overlapped you… that's probably going to change soon for me… I don't think I've announced this on the cast yet but my wife and I are on baby watch, first born arriving at any second now which s why we need to record a few episodes hahaI've actually been getting back into podcasts lately. Maybe I'll plug a few of my favorites ahead of our next episodes. I've really been digging Making Sense of Martech lately. Juan Mendoza is the guy behind the podcast, he's a friend of the show and he's been doubling down on it, pumping out weekly episodes. If you want to go deep on some technical topics, in episode 37 he had the CEO of Hightouch Data on and he debates the merits of reverse ETL and they really unpack CDPs. Check it out.In the non marketing podcast world I've been taking a dive into the world of AI. No, not fluffy my top 10 ChatGPT prompts and buy my course type of content, way darker shit, like will marketing be replaced by AI in 10 or 20 years… sooner? My buddy Alex recommended The Ezra Klein Show. The episode is titled Freaked Out? We Really Can Prepare for A.I. On the show he has Kelsey Piper, a senior writer at Vox. She basically spends her time writing and being ahead of the curve covering advanced A.I.In that episode she says something like: “The AI community believes that we are 5-10 years away from systems that can do any job you can do remotely. Anything you can do on your computer.”Recently Goldman Sachs released a report saying AI could replace the equivalent of 300 million jobs. A day later Elon Musk, Andrew Yang, Wozniak and several other tech leaders wrote an open letter urging a pause in AI development, citing profound risks. So I went down a rabbit hole and it really prompted the next 4 episodes How fast could AI change or replace marketing jobs? How marketers can stay informed and become AI fluent Navigating through AI in your marketing career Find the top AI marketing tools and filter out the noise So basically1. How soon and how significantly will this impact my job2. How do I keep up with changes?3. Is it possible to adapt? How can I future-proof myself?4. How can I start right freaking now?!?Today we're going to be starting with setting the scene and covering how fast shit is changing right now. Here are some of the topics for this first episode: AI isn't new, especially for enterprise companies with lots of dataBut unlocking some of the potential for startups is going to be huge Will all these advancements just make marketers better and more efficient?or will it actually push founders to go to market without a marketer Marketing will have massive changes because we primarily rely on the ability to understand and apply existing rules and processes What does ChatGPT have to say about all this? What if AI is one day actually able to replicate human creativity and emotional intelligence? We'll talk about potential mass unemployment but the more likelihood of new job opportunities How fast AI has disrupted other jobs already How AI might simply only ever replace the shitty parts of marketing Here's today's main takeaway: It's not like our jobs are gonna vanish overnight, but the shift is happening faster than many of us realize. AI's no longer just a loosely backed buzzword; it's doing things today that we used to think were impossible. So, as marketers, we've gotta take this tech seriously.Instead of asking if AI's gonna replace our roles in marketing, we should be talking about how quickly it could happen and what it'll look like if it does.A bunch of really smart marketers (and non marketers) out there are saying we need to hit the panic button. They're predicting that in just 5 to 10 years, we'll see a massive change affecting all sorts of remote jobs. Times are wild right now. So, fellow humans of martech, let's keep our eyes on the future and continuously evolve and adapt.JT I don't want this episode to be fear mongering… I'd actually love to chat with people that are way smarter than us about AI and get both sides of the coin,  those who believe AI could have a fundamental impact on marketing jobs and that AI is as important of a paradigm shift as the Internet was… people like Darmesh Shah, like Scott Brinker,  and those who believe it will never completely happen and are still on the AI-skeptic side of things like Rand Fishkin I think it's ok to be a bit uncertain or even afraid of what the future may hold with this new technology.As humans, we face an interesting dilemma -- we are capable of using and creating technology that don't fully comprehend ourselves. Our society is built on layers of abstractions -- you don't need to know how water purification or plumbing works to turn on your tap and get a glass o water.My deepest fear is not that we adopt and use these technologies -- it's that we do so without considering the cost.The only thing worse than being afraid is being unprepared.I think marketers can benefit immensely from a boom in AI tech -- that easily could extend to basically any other human discipline.Truth is that we have to deal with the facts on the ground.I think there are a lot of smart people to consider following to get different takes on the potential of impact. We'll load the show notes with links so you can check out our research.AI in marketing has been around for a whileWe're not just waking up to AI for the first time lol we've obviously talked a lot about it on the cast and have been playing with AI and automation tools for a while right?ChatGPT is my big one – Really love it as a prompting tool to help me round out topics; I've used it for a personal coding project and I'm pretty stoked with what it can produce.But even before GPT, as marketing automation admins, we've actually been playing with ML features… maybe not considered AI for everyone but things like: Send time optimization Automated lead scoring Sentiment analysis tools And some cooler shit like propensity models It's worth saying that many enterprise companies who have data scientists and a boat load of data are already doing amazing things with AI.I've seen this first hand during my time at WordPress.com. Millions of users, billions of data points. We had an incredibly smart data team that built a UI that allowed marketers to build models predicting the likelihood that a user would do X or Y. We even had uplift models that allowed us to only offer discounts to users who were most likely to churn without a discount, but not offer them to users who would convert anyway. Many enterprises are doing this but the prereq is a lot of data, and the engineers to build the models.Yeah I haven't had the pleasure of working for an enterprise with anywhere near the amount of data required for ML applications but there has been a change. Startups have a data team now even if there isn't a ton of data.But what about for startupsRight so imagine a world where startups could do the ML applications described at enterprise companies without data scientists and without a ton of data. Using existing models like GPT-4 and basically everything available online as a dataset. But also in combination with all your valuable company data and tools (more on composability later). Imagine a world where as a founder, a non-technical founder, with AI tools, you can: design a prototype of your app build a website with a few instructional words build your own web app, including your backend write up a customized GTM strategy suggest growth tactics and even write message frameworks to help you generate users  leverage data from systems built on massive datasets to build your own propensity models  implement growth experiments We're actually way closer to this future than you might think. And you'll be able to do this: without a big marketing team  or a fancy marketing agency  and without a big team with expensive data engineers and data scientists. To be honest with you, what you described is a bit of a dream -- not in the sense it's not possible -- I think that you can do this today with some elbow grease.I think the interesting component is what role will humans play in this process. Are we directors nudging AI with prompts or additional data inputs? Is there creativity for us in that process?Even if a startup is spinning up the machine using AI, at some point a subject matter expert needs to get involved? Or is the future basically input an idea, output a fully baked product?Today, absolutely, in a few years probably… but in 5-10 years… maybe a lot less elbow grease than we're comfortable with? Will all these advancements just make marketers better and more efficient, or will it actually push founders to go to market without a marketerThis is the big point of contention: Will all these advancements just make marketers better and more efficient, or will it actually push founders to go to market without a marketer… The AI skeptics and downplayers are just focusing on the negative details. You've probably seen a lot of GPT downplayers who critique the current AI. Wow it plagiarized Bob Dylan when I asked it to write like Bob Dylan Wow it got this date wrong Wow it got this citation wrong We get it, it's not perfect, especially when you use it as a search engine or a fact checker. We can't forget that it's a text generator and a reasoning engine. It's not AGI yet. But it's already dramatically improved. In just a few months. Imagine in a few years or half a decade.What's your take JT? In our no-code tool episode, you argued that it helped remove the dependency on subject matter experts… Do you think AI tools have the same potential?AI tools come preloaded with more instantly referenceable information than we could imagine. I saw a post on Reddit last year where a programmer taught ChatGPT an alternative syntax to HTML called HBML, using braces instead of tags.First, ChatGPT picked up on the language insanely quick and was soon producing code independently. This is wild – it speaks to the vast intelligence literally at our fingertips.Yes, AI tools have, I think, virtually unlimited potential. I don't even think you have to remove the dependency on the subject matter expert to realize this potential – these tools can speed up experts to superhuman levels. How close are we to AGI?I'm obviously not pretending to be an expert here. I'm what you would call an enthusiast… Artificial general intelligence (AGI), aka strong AI or full AI, basically being able to understand or learn any intellectual task that human beings can.Open AI's whole mission is based on the premise that AGI will benefit all of humanity. It will “elevate humanity by increasing abundance, turbocharging the global economy, and aiding in the discovery of new scientific knowledge that changes the limits of possibility.”When will models achieve AGI is the big question. Experts don't all align here. Some think we're still super far off and doubt we'll ever get there, but others don't.I don't think this is some far off future. An analysis by Cornell University concluded that GPT-4 could reasonably be viewed as an early (yet still incomplete) version of an artificial general intelligence (AGI) system.The advancements from GPT3.5 to 4 in just a few months are pretty mind blowing. You've probably seen one of these exam results charts, and while human exams aren't ideal benchmarks for LLMs, it's worth noting that GPT-3.5 went from 10th percentile on the Bar exam to the 90th percentile after GPT-4 and from 40th to 88th on the LSATs.Source: https://cdn.openai.com/papers/gpt-4.pdf What are the implications for marketing?Yeah this is pretty wild speed of innovation… we know this tech curve is exponential as well… I want us to center this on marketing though. You said you've gone deep into this rabbit whole lately, what are tech experts saying about the effects of AI on marketing? Just a few years ago many believed that blue collar jobs would be replaced by robots way before white collar jobs, let alone programmers… but GPT has changed many people's minds right?Andrew Yang believes that tech, finance, and marketing are likely to experience a swift implementation of AI-driven automation due to their strong focus on efficiency. On the other hand, sectors such as healthcare and education, which are heavily regulated, are expected to adopt this technology at a much slower pace. So it might not go down exactly the same across all industries of marketers.  B2C might have to adapt faster because they have more users and data.  Healttech has so many privacy issues with HIPAA and PII… the speed of adoption here is likely to be way slower… I'm seeing this first hand right now haha. Known for his bangers on Twitter, Dare Obasanjo, lead PM at FB Metaverse said that AI is likely to cause significant changes in white-collar employment because  Many of these jobs rely on knowledge rather than intelligence.  The examples he uses are HR, law, marketing, and software development because they don't necessarily require individuals to engage in original thinking for the majority of their work.  Instead, they primarily rely on the ability to understand and apply existing rules and processes. I agree. In many cases, you could argue that having an AI perform the task is far superior than a human. Just think of someone in customer support using online chat today. What if you could train your AI in your product, give it every doc ever written, and set it loose? How do you compete with its ability to handle 100 chats at once? There is an elephant in the room around the ethics of using AI – but there's also an uncertainty as to how this might actually play out. The global economy depends on the Ford model of the worker being able to purchase the goods they manufacture or create – unless we're heading to a Star Trek like utopia, I think the rate of change will be limited by the economic implications.Additional thoughts: I agree with his take as well, most marketers are crappy and just remix other people's stuff… but the marketers who work on strategy and elements that do require intelligence aren't part of this description While creative and sound thinking is still necessary for about 20% of the work, the introduction of AI is more likely to augment and enhance these jobs rather than replace them entirely. In other words, AI is expected to act as a force multiplier, rather than rendering these jobs redundant. In these domains, the main challenge for AI will be the prompt engineer's skill in creating a suitable prompt that yields the intended output. This task will require some level of domain knowledge to execute effectively. As the saying goes, "garbage in, garbage out." I'm sure you've been asking GPT what its opinion is on all this right?What does CGPT have to say about itI've actually had many conversations with CGPT about this haha.I think inherently it's biased to not scare off users so it's overly positive in its assessment.The consensus from CGPT is that it is unlikely that AI will replace human creativity and strategic thinking in marketing. Citing specifically emotional intelligence that AI cannot replicate.Instead, AI will likely be used as a tool to augment and enhance human marketing efforts.So keywords here were human creativity, strategic thinking and emotional intelligence.So the next question then is

This week we're catching up with co-founder and CPO of MadKudu Francis Brero. Just last July, he gathered a group of over 50 growth and marketing leaders to discuss how to leverage product data to scale revenue engines. We dive into his findings with him and talk about the four key ways to scale and monetize product-led growth.Transcript: https://www.intercom.com/blog/podcasts/madkudus-co-founder-francis-brero-on-unlocking-the-keys-of-product-led-growth/Listen to Francis' last appearance on the podcast where he spoke about AI can boost your conversational support: https://www.intercom.com/blog/podcasts/madkudus-francis-brero-on-how-ai-can-boost-your-conversational-support/See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Pour l'épisode de cette semaine, je reçois Francis Brero, le cofondateur et CPO de Madkudu. Madkudu c'est une plateforme qui permet aux équipes marketing de faire de la data science et d'équiper leurs vendeurs des bonnes informations. Au cours de cet épisode, nous avons parlé des débuts de Madkudu, de leur passage à Techstars Boulder, du bouche à oreille comme canal marketing, de l'importance du branding et aussi de la levée de fonds de $18M qu'ils viennent de boucler. Vous pouvez suivre Francis sur LinkedIn. Bonne écoute ! _____ Mentionnés pendant l'épisode : The founders - season 1 Gainsight Totango Gong Chorus Drift Segment Guillaume Cabane _____ Pour soutenir SaaS Connection en 1 minute⏱ (et 2 secondes) : Abonnez-vous à SaaS Connection sur votre plateforme préférée pour ne rater aucun épisode

Aujourd'hui, j'accueille Eric Buatois, VC, venture capitalist. Je peux vous dire que vous ne serez pas déçus de cet épisode. Eric a un parcours très riche et inspirant. Juste en lisant sa bio, vous comprendrez.  Eric Buatois has 19 years of active venture capital experience with BGV since 2013, and with Sofinnova Ventures as a General Partner from 2001 till 2013. He is a lead investor who truly enjoys building global companies and has demonstrated experience in executing spin-offs from large companies. He serves on the boards of several companies such NGD Systems, Scalefast, Onymos, Madkudu and Platform.sh. He recently served on the board of Profitect (acquired by Zebra Technology), Intellivision (acquired by Nortek), and Identity Mind Global (merged with Acuant). Eric served as Chairman of the Board of Upek from inception until 2009 including IPO filing in 2006 (and ultimate acquisition by Apple, Nasdaq: AAPL). Eric was instrumental in raising Sofinnova Ventures VI fund ($250M) in 2003, and Sofinnova Ventures VII fund ($375M) especially with international Limited Partners. As a venture investor, Eric Buatois participated in several M&A transactions, 2 IPO filings, and helped raise $1B of venture funds.     Eric Buatois has extensive experience as a private company director, having served 3 times as Chairman of the Board and participated in 4 corporate spinouts.     Prior to becoming a venture capitalist, he spent over 20 years in the Computer and Telecommunications industry. He held several senior management and operational roles at Texas Instruments, Hewlett-Packard and Ericsson. He also negotiated, created, and managed a joint venture in Sweden between HP and Ericsson. In his corporate roles, Eric pioneered and led the development of several very successful products such as Texas Instruments' digital signal processors for the cellular market, Hewlett- Packard's telecommunications products Opencall and Openview, as well as Ericsson's operational support systems for telecom networks.      Eric Buatois is a French citizen and resides in the Bay Area with his wife and 4 children. He enjoys outdoor activities, such as fly fishing, scuba diving, hiking, skiing and golfing. Eric led BGV to be a founding member of the Extreme Tech Challenge (extremetechchallenge.org). It is a non-profit devoted to elevating next generation entrepreneurs creating new technologies and innovations to benefit human kind in line with the United Nations 17 sustainable development goals.     Eric received his MSc In Computer Science and Communications Engineering from Ecole Nationale Supérieure des Télécommunications in Paris in 1982 and graduated from INSEAD Advanced Management Program in 1991.     His past investments include Profitect (ZBRA), Intellivision(NSC), Identity Mind Global (Acuant) UPEK(AAPL), Cortina Systems(INPHI), Hellosoft(IMG), Laszlo Systems (Critical Path) and Scalefast (ESW).  Pour rentrer en contact avec Eric : LinkedIn  BGV  L'épisode vous a appris des choses ? Pour m'encourager et faire connaître ce Podcast, merci de me laisser un avis sur Apple Podcasts en y mettant un nombre d'⭐️ ⭐️ ⭐️ ⭐️ ⭐️ et surtout n'hésitez pas à partager c'est comme ça que je pourrai avoir des nouveaux invités. Pour aller plus loin : LinkedIn: Julien RIGAL-DUPONT Twitter: @jrigaldupont  Site Web : https://www.jrd-experiences.com   Pour écouter les anciens épisodes : https://www.jrd-experiences.com/podcast-experiences

Laura Kendall, the VP of Marketing at MadKudu joins the podcast. She discusses why marketers don't need to measure everything, what data B2B companies need to lean into, when you should follow your gut as a marketer and much more. Laura's LinkedIn: https://www.linkedin.com/in/laura-kendall-48556911/ MadKudu's Website: http://madkudu.com/

Francis Brero is the co-founder and CPO of MadKudu. A data scientist obsessed with leveraging science to improve efficiency and effectiveness, Francis converted to sales along the way. He shares how he helps B2B SaaS companies get the most out of their inbound pipelines by automating the high-cost, low-leverage work of researching, qualifying, and engaging leads. Show Notes [00:43] Rollout a PLG or enterprise motion [03:27] Misconceptions around enterprise sales and PLG [11:18] The difference in the level of understanding of the value proposition [17:36] User-centric versus holistic view in an enterprise potential deal [22:30] Compensation for high-touch and low-touch [24:40] Recommendations for implementing enterprise sales in a product-led business About Francis Brero Francis Brero is obsessed with leveraging science to improve efficiency and effectiveness. He is a data scientist converted to sales along the way. Currently, he helps B2B SaaS companies get the most out of their inbound pipelines by automating the high-cost, low-leverage work of researching, qualifying, and engaging leads. Links MadKudu Top 10 Learnings About Free Trials From Open-Source to Enterprise Personalize Your Buyer Journeys Profile Francis' Linkedin

Hiring an engineer for personalization and driving conversion rates is costly and time-consuming. Luckily the new platform, Mutiny, can give you a jump start without the need to hire any new employees! In today's episode, Eric interviews Jaleh Rezaei, CEO and co-founder of Mutiny about THE marketing product for 2022: how Mutiny decreases ad costs by 60%+. Tuning in you'll hear how Jaleh's talent for engineering, love of marketing, and passion for sales, resulted in a no-code platform that gives customers everything they need to drive personalization on their website. In our conversation, we discuss the inner workings of Mutiny, what you can expect when you sign up and how small changes to personalization can result in unexpectedly high conversion rates. To learn more about Mutiny and its ability to turn your website into your number one revenue channel, tune in today! TIME-STAMPED SHOW NOTES: [00:00] Before we jump into today's interview, please rate, review, and subscribe to the Leveling Up Podcast! [00:15] Today's topic: THE Marketing Product for 2022: How Mutiny Decreases Ad Costs By 60%+. [00:53] Get to know Jaleh Rezaei, founder and CEO of Mutiny, and how she started the company.  [03:46] How Mutiny is different from other customer data platforms that are out there. [06:00] How Mutiny advises customers on actionable steps to drive conversion and personalization. [08:15] The playbook that Mutiny offers its users and how it benefits the customers. [10:14] Examples of how customers are using Mutiny to drive inbound conversion and target account-based marketing (ABM).  [11:00] How Mutiny can make landing pages adapt to the wiki use case and why that's so useful. [12:40] Examples of the outsized impact that small changes can have on conversions. [13:01] The unexpectedly simple elements that shape personalization. [17:27] How Mutiny generates content from a baseline webpage, like the customer's landing, pillar, or solutions pages. [18:34] A breakdown of Mutiny's ideal customer. [20:14] Mutiny's plans for future outbound integrations.  [20:53] Hear about Jaleh's favorite business book Creativity Inc: Overcoming the Unseen Forces That Stand in the Way of True Inspiration. [21:24] Discover Jaleh and her team's favorite tools: MadKudu and Segment.   Resources From The Interview:   Mutiny Try out the Mutiny Demo: https://demo.mutinyhq.com/ Gusto Notion Amplitude Livestorm Qualtrix HubSpot MadKudu Segment Must-read book: Creativity Inc: Overcoming the Unseen Forces That Stand in the Way of True Inspiration   Leave Some Feedback:   What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below. Did you enjoy this episode? If so, please leave a short review here Subscribe to Leveling Up on iTunes Get the non-iTunes RSS Feed   Connect with Eric Siu:    Growth Everywhere Single Grain Leveling Up Eric Siu on Twitter Eric Siu on Instagram

Sasha Samoilov, Marketing & Revenue Operations Consultant at Madkudu discusses common marketing data debacles and how to avoid them.   For more great content like this visit https://www.calibermind.com/

The conversation this week is with Francis Brero. Francis is an aspiring hands-on T Rex obsessed with levering science to improve efficiency and effectiveness. He is a data scientist converted to sales along the way. Currently, he helps B2B SaaS companies get the most out of their inbound pipelines by automating the high-cost low leverage work of researching, qualifying, and engaging leads. He's the co-founder and CTO at MadKudu. MadKudu helps SaaS companies increase conversion rates, upsell, and eight and customer retention. It analyzes customer behavior in your app and enriches leads with relevant data to find out what truly makes people engage. It then predicts, which is a word that we like here on the podcast, which customers you should engage with and tells you why and when finally, it recommends actionable next steps to increase conversion and engagement.If you are interested in learning about how AI is being applied across multiple industries, be sure to join us at a future AppliedAI Monthly meetup and help support us so we can make future Emerging Technologies North non-profit events!Emerging Technologies NorthAppliedAI MeetupResources and Topics Mentioned in this EpisodeMadKuduAgileOneA Thousand Brains: A New Theory of IntelligenceThe 4-Hour WorkweekGPT-3GitHub CopilotA Whole New MindAlphaGoInstructables.comEnjoy!Your host,Justin Grammens

In this episode, we sit down with Hana Jacover, former director of demand generation at MadKudu and current director of marketing technology at Unreal Digital Group. Hana shares her insights on the democratization of data in today's marketing efforts and the importance of making data accessible to drive powerful insights. She also offers her unique perspective on leadership and the idea of leaning into authenticity to create communities. Hana firmly believes in the idea of “lifting others as you rise” and fostering an environment of sponsorship to give others opportunities. This episode is insightful and engaging — exactly the type of conversation needed for that extra ounce of motivation!Guest BioHana Jacover, former director of demand generation at MadKudu and current director of marketing technology at Unreal Digital Group, has spent the majority of her career working agency side, focusing on driving demand for various B2B clients. Today, she largely values building and managing meaningful relationships in the workplace and being a servant leader. She's spent a great deal of time on self-discovery to find the true intent of her life, which today involves a great deal of DEI work to create more inclusive and equitable spaces for people of color. Key Takeaways:What's the best way to build community? Hana shares her thoughts on navigating shared experiences and owning her own unique story.We learn what it means to leverage empathy to be a servant leader.Hana shares some of the organizations she's passionate about, including Black Marketers Association of America and Women in Revenue.We discuss the difference between mentorship and sponsorship.

Liam Boogar-Azoulay is an American marketer in Paris and also VP Marketing at Scaleway. A San Francisco native, he had to go to France to find the world of Tech! In 2011 he launched Rude Baguette - France's Startup Blog and went on to work at many successful tech companies like Algolia or MadKudu. Scaleway is a leading European infrastructure cloud provider - the cloud that makes sense. Liam started at Scaleway only a few months ago so we shared experiences on joining fast growth tech companies recently and how to plan for success from day 1. We discussed building a marketing team for growth and making every team member accountable for revenue. Liam gave us the download on how his team is structured and how he makes sure to set clear OKRs for everyone so that they are all moving in the same direction and scaling fast.

Romeo Leon is a VP of Customer Success at MadKudu- which is a Marketing platform creating frictionless B2B Customer Journeys. He was the VP of Customer Success at Figure Eight, a Senior Director of Customer Success at WebdDAM- a Shutterstock Company, a Director of Consulting Services at GoodData, and has held numerous leadership roles at Consulting/Tech companies. He graduated from Berkeley with a degree in Political Economy and regularly gives back to the community.We discussed how to find a mentor and how to be a good mentor. We talked about how he is a product of having really good mentors. -Having mentors make you honest.-You don't know what you don't know-Your relationship to feedback and how important it is to be vulnerable-Know what you are asking for when speaking with mentorsThis conversation is great for people with a growth mindset and people who are looking to be the best at something. If you would like to connect with him, do so at the link below.https://www.linkedin.com/in/romeo-leon/

Romeo Leon is a VP of Customer Success at MadKudu- which is a Marketing platform creating frictionless B2B Customer Journeys. He was the VP of Customer Success at Figure Eight, a Senior Director of Customer Success at WebdDAM- a Shutterstock Company, a Director of Consulting Services at GoodData, and has held numerous leadership roles at Consulting/Tech companies. He graduated from Berkeley with a degree in Political Economy and regularly gives back to the community.We discussed how to find a mentor and how to be a good mentor. We talked about how he is a product of having really good mentors. -Having mentors make you honest.-You don't know what you don't know-Your relationship to feedback and how important it is to be vulnerable-Know what you are asking for when speaking with mentorsThis conversation is great for people with a growth mindset and people who are looking to be the best at something. If you would like to connect with him, do so at the link below.https://www.linkedin.com/in/romeo-leon/

In this episode, Tukan spoke with the Director of Demand Generation at Madkudu - Hana Jacover. How do you create a monthly event that gets 100's of IDEAL buyers to tune in?

In this week's episode we're joined by Francis Brero who is the Co-founder and CPO at MadKudu, where they are working to help B2B companies use predictive modeling and AI to improve their operations and drive more revenue. Francis takes us through all of the facets on today's AI in marketing. We chat about how to get your team onboard and comfortable with AI, where it can be the most (and least) useful in your business and how it can even help improve your customer experience. So if you've ever been interested in learning more about artificial intelligence and data science in B2B marketing, this is definitely the episode for you! And be sure to sync up with https://www.linkedin.com/in/francisbrero/ (Francis on LinkedIn) or https://www.madkudu.com/ (check out MadKudu here).

In this episode, our guest is Laura Kendall, VP of Marketing at MadKudu. Laura joins us for a discussion on how today's cloud marketing and sales teams can unify around data-driven revenue.

In this episode, we chat with Hana Jacover, Director of Demand Gen at MadKudu. We will cover the importance of getting lead scoring right for your org, the oversight of customer success and marketing team alignment, and the underrated insights that can be gleaned from digital communities. Hana mentions Luvvie Ajayi Jones who is an ex-tech marketer turned published author. https://luvvie.org/ Follow Kaylee:https://www.linkedin.com/in/kaylee-edmondson/ Follow Hana: https://www.linkedin.com/in/hanajacover/ Learn more about Chili Piper:https://www.chilipiper.com/ Demand Gen Chat is a Chili Piper podcast hosted by Kaylee Edmondson. Join us as we sit down with leaders in marketing to discover the key to driving B2B revenue. If you want benchmarks or insights on trends in the market, this podcast is for you!

In today's episode, I had the pleasure of chatting with Hana Jacover, Head of Demand Gen at Madkudu. Hana actually called me out on LinkedIn for failing to follow through on some introductions that she made after I mentioned wanting to expand my network outside of just white people. We talk about her calling me out in this episode so I’ve been looking forward to having this conversation, it's actually one of the more real conversations that I’ve recorded on the podcast. We also talk about her family, being adopted, unconscious bias, and racism. Enjoy!

The business world is finally starting to understand AI’s true potential: not a magical solution to all our problems, but a useful complement to our existing strategies. MadKudu co-founder Francis Brero chats to Dee Reddy to explain.

Guillaume Cabane comes on the Tech Bound podcast to talk about investing your time like a VC, building Growth roadmaps, and running experiments. A true master of his craft, Guillaume is the former VP of Growth at Drift, Segment, and Mention, current VP of Growth Gorgias, and advisor to G2, Abstract, Metadata, Madkudu, MonkeyLearn. Timestamps: 0:00 Introduction 1:23 Be the VC of your time 4:28 The risk-taker and tinkerer mindset 8:57 The first things Guillaume would look at when growing a company with strong PMF 12:18 When to be CAC-efficient and when not 15:16 Building a Growth roadmap 17:32 The master's tools 20:43 EVELYN - Experiment Velocity Engine Lifting Your Numbers 24:49 What distinguishes good from bad experiments 27:47 Creating value where others don't see value 31:36 Guillaume's Zone of Genius 31:56 Teams over Self 32:16 How failure set Guillaume up for success Show notes https://twitter.com/guillaumecabane?lang=en https://www.linkedin.com/in/cabane/ www.kustomer.com www.madkudu.com EVELYN: https://airtable.com/universe/expZpCNVlkaoLGNAr/evelyn-experiment-velocity-engine-lifting-your-numbers Cialdini - Influence: https://bookshop.org/books/influence-the-psychology-of-persuasion-revised/9780061241895 Shackleton - Voyage: https://bookshop.org/books/endurance-shackleton-s-incredible-voyage-anniversary/9780465062881 Subscribe to the channel for more videos: https://www.youtube.com/channel/UCoQ5uxfxcnObjzLAk1lmM6g?sub_confirmation=1 Subscribe to the Growth Memo for more content: growthmemo.kevin-indig.com Follow me on Twitter: https://twitter.com/Kevin_Indig iTunes: https://podcasts.apple.com/us/podcast/tech-bound-conversations/id1488939659 Spotify: https://open.spotify.com/show/1Ze0gqMmuh22rR8rVv0oz8?si=87cysHp3S5yEzNuuUK9Ezg Soundcloud: https://soundcloud.com/kevin-indig #growth #growthmarketing #vc

On this episode, Madkudu's Director of Demand Generation, Hana Jacover joins Oktopost's Director of Social Strategy, Jennifer Gutman to talk openly about some of the industry's greatest marketing and marketing ops challenges and the mindset, skillset and toolset needed to solve them. With a deep agency foundation in building best-in-class demand gen engines for B2B tech companies around the globe before moving in-house, Hana provides incredible insight into balancing data and creativity to influence pipeline, full-funnel nurturing, and lead management. She even reveals a few of her secrets along the way.

On today’s episode, Kunle is joined by Guillaume Cabane, a SaaS Growth Hacker with over 2 decades of online selling expertise. He has been a growth advisor to high Growth SaaS Startups including G2, Gorgias, Metadata, Madkudu and also worked for Apple. All businesses, whether eCommerce, DTC or otherwise, grapple with an ever present challenge: “how do we compete?”. Competing on price is difficult, as the race to the bottom has eroded margins almost completely. Competing on product is also easier said than done, because creating a truly innovative product requires huge investments in R & D. So in a market where there is no room in pricing and products are more or less standardised, how can we compete? To answer this question, ask yourself, if given a choice would you buy a certain product from Amazon or a smaller-relatively unknown store? Chances are you would say Amazon. Why? Because you know what to expect in terms of customer experience. A seamless, hasslefree shopping experience is enough to win over customers. In today’s episode, Kunle and Guillaume discuss how creating a seamless, responsive and easy experience for customers can be a key driver of growth. Guillaume talks about what eCommerce can learn from SaaS and also shares some key CX metrics to track for driving growth.   ----------- SPONSORS: This episode is brought to you by: Klaviyo  This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses. Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo. Klaviyo helps you own customer experience and grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction and empowers brands to create more personalized marketing moments. Find out more on klaviyo.com/2x.   Rewind This episode is brought to you by Rewind. The #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 25,000 online businesses. Direct-to-Consumer brands like Gymshark and Movement Watches rely on Rewind. Cloud-based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!   For a free 30-day trial, Go to Rewind.io, reach out to the Rewind team via chat or email and mention ‘2x ecommerce’ Famous This episode is brought to you by Famous. Famous enables brands on Shopify to easily build beautiful landing pages and product pages that include custom video, animations, and more. All pages built on famous are optimized for storytelling and selling on desktop and mobile.   Famous’ software allows you to build your pages in minutes without code, so you don’t need a developer. You just need to want to build a better experience for your customers. Famous has worked in the past with many leading online retailers including Honest, Justfab and more.   You can try it for free at famous.co/2x.

It's time to break down real SaaS marketing problems - with a sour twist. Garrett Mehrguth interviews SaaS marketing leaders from around the world while they're challenged to get their words out - puckering with sour candy they consume throughout their conversation. This week's guest...MadKudu's Director of Demand Generation, Hana Jacover

How Marketing Can Help Sales in 2021 In episode #1589, you will hear about how marketing can help sales in 2021. Often these two teams compete with one another, so what if next year you could get them to work more in sync for even better results? Neil and Eric talk about goal setting, how getting sales to use marketing tools and thinking can increase conversion, and why you should have alignment meetings between the teams. Tune in today to hear more. TIME-STAMPED SHOW NOTES: [00:25] Today’s topic: How Marketing Can Help Sales in 2021. [00:30] Marketing and sales should help, rather than clash with, each other. [00:55] Why setting moonshot goals does not work for most teams. [01:35] The importance of having sane sales quotas and goals in 2021. [01:58] How the marketing team can help sales look at things like a funnel. [02:35] Schedule sales calls; benefits and how to do it. [03:25] Tools for lead-scoring, like Madkudu and Breadcrumbs.io. [03:40] Marketing can get the messaging out there to sync with the sales team.  [04:39] Figure out how you can streamline and automate the sales team’s work. [04:46] The importance of alignment meetings between marketing and sales teams. [05:27] That’s it for today! [05:27] To stay updated with events and learn more about our mastermind, go to the Marketing School site for more information or call us on 310-349-3785! Links Mentioned in Today’s Episode:   ScheduleOnce Calendly MadKudu Breadcrumbs.io   Leave Some Feedback:     What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.     Connect with Us:    Neilpatel.com Quick Sprout  Growth Everywhere Single Grain Twitter @neilpatel  Twitter @ericosiu

How Marketing Can Help Sales in 2021 In episode #1589, you will hear about how marketing can help sales in 2021. Often these two teams compete with one another, so what if next year you could get them to work more in sync for even better results? Neil and Eric talk about goal setting, how getting sales to use marketing tools and thinking can increase conversion, and why you should have alignment meetings between the teams. Tune in today to hear more. TIME-STAMPED SHOW NOTES: [00:25] Today's topic: How Marketing Can Help Sales in 2021. [00:30] Marketing and sales should help, rather than clash with, each other. [00:55] Why setting moonshot goals does not work for most teams. [01:35] The importance of having sane sales quotas and goals in 2021. [01:58] How the marketing team can help sales look at things like a funnel. [02:35] Schedule sales calls; benefits and how to do it. [03:25] Tools for lead-scoring, like Madkudu and Breadcrumbs.io. [03:40] Marketing can get the messaging out there to sync with the sales team.  [04:39] Figure out how you can streamline and automate the sales team's work. [04:46] The importance of alignment meetings between marketing and sales teams. [05:27] That's it for today! [05:27] To stay updated with events and learn more about our mastermind, go to the Marketing School site for more information or call us on 310-349-3785! Links Mentioned in Today's Episode:   ScheduleOnce Calendly MadKudu Breadcrumbs.io   Leave Some Feedback:     What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review.     Connect with Us:    Neilpatel.com Quick Sprout  Growth Everywhere Single Grain Twitter @neilpatel  Twitter @ericosiu

Levan discusses the myths of PLG and how to effectively implement it across your product, marketing and sales teams.PEOPLEGuest: Sam Levan, CMO & Cofounder, MadKudu, a lead scoring platform that helps you optimize your marketing by predicting expected revenueHost: Anil Hemrajani, Founder of Startup SidekickTAKEAWAYSBe very clear on the type of PLG motion you want (e.g. self-service, land & expand); it's difficult enough implementing just one.Redefine the role of sales in PLG, so there's no friction.TIMELINE01:09 – Can you provide us an overview of MadKudu? Our goal is to make every startup and marketer successful. Many CEOs don't trust their marketing team, often because the leads aren't qualified. The problem is marketers today don't have enough visibility into where the quality leads are in the funnel. We mostly help B2B SaaS startups.02:35 - What is Product Led Growth (PLG)? It's somewhat opposite of sales led growth, which makes the product available after you buy it. With PLG, you need a product as the main driver of revenue.03:22 - Why is PLG hot right now, even though the concepts have been around for sometime? For the past decade, we've seen freemium, free trials and so on. What's changed are financial successes (e.g. Zoom, Slack, Notion, InVision). Investors now see this as a fantastic, financial machine, growing from nothing to a billion dollar valuation.05:20 - What are some myths about PLG? PLG sounds great but it's a lot harder to make it work. It's not all self-service; there three sales models: low-touch credit card sale, land & expand (e.g. Slack) and more traditional models (e.g. content is for inbound leads with follow-up sales) -- companies must be clear on the sales model.07:15 - Does this mean you don't need sales people anymore? Absolutely not; you do need sales people if you're selling to the enterprise. Even companies that claim they don't have sales people, actually do (e.g. masked as product specialists). 08:20 - How do you achieve the virality that companies such as Slack and Zoom have? One of the mistakes product-led companies make is forgetting their customers. They have great analytics/dashboards (e.g. retention). When companies claim they are not getting the growth (e.g. activations), you have to remove the noise in all the signups by segmenting your leads (e.g. students versus buyers).10:30 - What are some of the metrics that you look at? You have to pick your metrics carefully, since they become your northstar. PQL and PQA (product qualified leads and accounts) are two we look at. These matter because generating revenue is a team effort. For example, when leads come in, sales people start calling the leads even if the leads aren't any good -- you have to identify the qualified leads to see which prospects are ready to begin having a conversation. It's important to have that agreement between product, marketing & sales on when a lead is qualified -- essentially a SLA between these teams. 13:55 - What are your thoughts on funnels versus flywheel charts? It's understanding the customer journey, different personas (buyers, users, stakeholders). The flywheel should include buyers and users, not just users.15:00 - Takeaways (see above)

This week's episode featuring Laura Kendall is brought to you by Oracle NetSuite (Sign up for a personalized product tour at www.netsuite.com/scale) Laura is passionate about the convergence of marketing and data when it comes to driving successful programs. She is currently the VP of Marketing at MadKudu and has spent the last 13 years in B2B marketing, often finding herself as the first marketer hired to build the foundation. She is actively involved in women in tech communities - she serves as a Salesforce Women in Tech User Group Leader and Committee Member for Women in Revenue. In her spare time, Laura enjoys giving back to her community, traveling (especially visiting her family farm in Wisconsin!), drinking wine and eating cheese. Connect with Laura Kendall: https://www.linkedin.com/in/laura-kendall-48556911/ Connect with Poya Osgouei: https://www.linkedin.com/in/poyaosgouei/ Connect with Robby Allen: https://www.linkedin.com/in/robbyallen/ --- Support this podcast: https://anchor.fm/uncharted1/support

Laura Kendall, VP of Marketing at MadKudu, joined me on the Modern Startup Marketing podcast. We covered a lot, including: The team you need to set up in your company - the Customer Love & Community team; Who your first marketing hire should be (reporting into the Head of Marketing); How to ensure your brand is seen and heard in a noisy world, and especially during COVID; Narrow your focus on your specific target segment and pick 2-3 main growth levers; Using webinars effectively to engage with prospects; Personalization wins over automation, especially for follow-up; Transitioning jobs during COVID and how to make that process smooth; Using empathy during crisis (and beyond) to see your prospects as a whole person (not just employees). Laura is VP of Marketing at MadKudu (www.madkudu.com). MadKudu was founded in 2014 and is based out of Mountain View, CA with a total of 30 people. They've raised Series A funding ($5.5M). MadKudu is a lead scoring platform for marketing teams looking to create frictionless B2B customer journeys. So you can do things like identify the 10% of accounts that will make 90% of the revenue, put VIP visitors in touch with sales without friction, or personalize outreach based on what the customer needs. Customers include Outreach, Drift and InVision. You can find Laura on LinkedIn: www.linkedin.com/in/laura-kendall-48556911/ Find out more about MadKudu here: www.madkudu.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify podcasts (or wherever you like to listen). You can find Anna on LinkedIn (www.linkedin.com/in/annafurmanov) or visit this website (www.furmanovmarketing.com) --- Send in a voice message: https://anchor.fm/anna-furmanov/message

Today on the show we have Francis Brero, CRO, and Co-Founder of MadKudu.In this episode, we talked about how Francis started out studying mechanical engineering and ended up founding a company now serving as the CFO, what MadKudu is and how they help their customers, and why starting off the company by helping companies predict churn didn’t work. We also discussed how a typical customer uses Madkudu and what success looks like for them, how Madkudu predicts retention at different time horizons, and the three stages of a customer’s lifecycle every CS team should know about. As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on Andrew@churn.fm. Don't forget to follow us on Twitter.

In this new episode, Thibaut receives Francis Brero, for a conversation on how to build rapport and sell in the US vs Europe. Francis is the Co-Founder and CRO or Madkudu, a marketing opps platform to help marketers bring their data together. In this interview, you will discover the main differences and similarities between selling in the US vs Europe. You will also learn tactical tips on how to qualify leads and close annual contracts. You can find Francis on LinkedIn https://www.linkedin.com/in/francisbrero/ (here). Go check Madkudu https://www.madkudu.com/ (here). Enjoy the show!

Laura Kendall is the VP of Marketing at MadKudu - a predictive marketing ops platform. She is a data-driven marketing leader with over a decade of experience in B2B marketing, demand generation, and building cross-functional teams. Previously, she has built and led teams at SimpleLegal, Apttus, Quantum Secure - to name a few.In this podcast interview she talks about: How does one set up the stage for the right expectations with different stakeholders? How do you get the information out of Founder's head, so both of you are on the same page? Creating marketing budgetsWhich marketing channels you should focus on when you don't have a large team?Value of listening to different stakeholdersHow do you manage incoming demands from various stakeholders in the company?Laura KendallLinkedin: https://www.linkedin.com/in/laura-kendall-48556911/Company: www.madkudu.com

Guillaume Cabane recently spoke to us about omnichannel marketing – right from devising a strategy to budgeting + answer a question that haunts every Saas marketer. After leading growth teams at big players in Saas like Segment and Drift, Guillaume is now a growth advisor for B2B Saas startups like G2, Gorgias, Metadata, and Madkudu. Dive into this episode to learn about the need for a multichannel marketing strategy for Saas brands, tips to build omnichannel expertise, essential tools in a multichannel marketer’s toolkit, and much more! If you want to join the next live AMA, reach out to us on hello[at]saassessions[dot]com Connect with G on LinkedIn - https://www.linkedin.com/in/cabane/

On this week's episode of fwd we have a very special guest, Laura Kendall, the new VP of Marketing at MadKudu. Laura is both a friend and a repeat client of ours so it was a real pleasure to have her on. She had the interesting experience of starting a new role during shelter-in-place, and had some amazing wisdom to share around how to ramp up successfully during this crazy time. We also dove into her experience leading marketing teams specifically around: How to successfully build a marketing function from the ground up Why a strong marketing operations foundation is so important Her approach to goals and measurement There were TONS of great takeaways in this one and we really enjoyed the conversation - so check it out and fwd it on.

In this interview with Francis Brero, cofounder at Madkudu, we are discussing the 4 most common myths of the Product-led onboarding that are heard these days. Francis is using statistics and real case study examples to explain why not everything we believe or heart is actually validated by data in reality.

This whole product-led discussion has raised the bar really high for some tech businesses up to the point that sales are not considered necessary if your product is good enough. But is this true or it a myth? In this interview with Francis Brero, we are busting some common myths about product-led businesses and explaining how sales are not expired but just...different in the product-led era. Key Takeaways: - How to do sales in a product-led organisation - How popular businesses like Slack or Invision actually do sales - How your product can signal you that you need to reach out and try to upsell The interviewee: Francis Brero is the Co-founder and Chief Revenue Officer of MadKudu, the leading marketing operations platform for B2B. The interviewer: Aggelos Mouzakitis is the founder of Growth Sandwich. He created Growth Sandwich, back in 2017 with a sole vision: to help promising early-stage teams get their products to market in a solid manner. He has worked or trained more than 500 marketers and founders on how to get to the market with the right mix of tactics and a product that drives engagement and happiness. About Growth Sandwich: Growth Sandwich is the first European Product-led Go-to-Market Strategy agency. We specialise in helping SaaS products and businesses that operate in the subscription economy. Our approach is 100% customer-centric and we help post-Product/Market fit companies establish a repeatable selling motion and recurring revenues.

How can we figure out the best-performing acquisition channels for our SaaS business? Are we actually analysing our data correctly? In this interview with Francis Brero, he is explaining to me how statistics can help us analyse our acquisition data more effectively. Key Takeaways: - How statistical analysis can help us optimise our acquisition The interviewee: Francis Brero is the Co-founder and Chief Revenue Officer of MadKudu, the leading marketing operations platform for B2B. The interviewer: Aggelos Mouzakitis is the founder of Growth Sandwich. He created Growth Sandwich, back in 2017 with a sole vision: to help promising early-stage teams get their products to market in a solid manner. He has worked or trained more than 500 marketers and founders on how to get to the market with the right mix of tactics and a product that drives engagement and happiness. About Growth Sandwich: Growth Sandwich is the first European Product-led Go-to-Market Strategy agency. We specialise in helping SaaS products and businesses that operate in the subscription economy. Our approach is 100% customer-centric and we help post-Product/Market fit companies establish a repeatable selling motion and recurring revenues.

On this episode of Journey Map we're talking with Francis Brero, Co-Founder & CRO at MadKudu. We talk about his love of math, and what it's like to transition from engineering to sales.

In this episode, Francis Brero, Co-founder and CRO of MadKudu, shares how you can leverage data from your campaigns and customer interactions to improve your B2B marketing funnel output. Insights he shares include: Why is the traditional MQL model limited and how to create a better B2B marketing funnel?How should a business qualify accounts as potential leads,How to use data to adjust the way you build a customer experience for leads?How to leverage champions in organizations who can drive the adoption and procurement process internally?How young companies can leverage data without investing in expensive tools to gain quick B2B marketing funnel winsHow to fastlane your best prospects from interactions like filling out a webform? How to maximize ad revenue by educating platforms like Facebook on what constitutes a good conversion from our campaigns?

C’est Noël après l’heure sur le podcast, j’ai le plaisir et l’honneur de recevoir un invité que l’on voit peu en france et qui revient pour la 4ème fois sur le podcast.En effet, ce n’est autre que Guillaume Cabane.Après une carrière de Head of Growth chez Mention, Segment, et Drift, qui ont fait de lui une rockstar du growth B2B, il est aujourd’hui advisor de plusieurs entreprises tech dont Madkudu, Gorgias, Segment, et d’autres.Voilà l’enjeu de l’interview : dévoiler des stratégies de croissance gagnantes (on ne change pas les bonnes habitudes), discuter des tendance marketing et growth pour 2020, mais aussi de son nouveau rôle d’advisor.Au menu :

Hey everyone! Today, I share the mic with Liam Boogar-Azoulay, the Head of Marketing at MadKudu, a service that helps companies grow sales by consistently generating relevant conversations with qualified leads. Tune in to hear Liam discuss how MadKudu uses the past to predict the future, how the business’ success triples each year and how they keep improving upon their business model. Click here for show notes and transcripts Leave Some Feedback: What should I talk about next? Who should I interview? Please let me know on Twitter or in the comments below. Did you enjoy this episode? If so, leave a short review here Subscribe to Growth Everywhere on iTunes Get the non-iTunes RSS Feed  Connect With Eric Siu:  Growth Everywhere Single Grain Eric Siu on Twitter

Fanny le Gallou, Head of People & Talent @Madkudu nous a partagé les nombreux leviers qui ont été mis en place au sein de Madkudu pour créer un environnement propice au feedback permanent entre collaborateurs et entre managers et managés. Elle ne vient pas nous apprendre ce qu'est un bon feedback mais pourquoi créer cette culture est indispensable pour faire grandir tous les collaborateurs d'une organisation. # Ce qu’on y apprend : - sa définition d'une culture saine du feedback : de l'authenticité (empathie, intérêt réel) et ... de l'engagement (transformer ces retours en actions concrètes pour que cela ait vraiment un impact et fasse grandir le collaborateur) - l'enjeu de mettre du feedback au coeur de tous les process de son organisation (du process d'onboarding à l'offboarding) et de prendre le temps d'expliquer le sens et ce que ça peut apporter - les différents outils vecteurs de feedback réguliers chez Madkudu : 1-1, stand-up, MadWeekly with Q&A, Sondages - il faut expérimenter et sans cesse améliorer les dispositifs mis en place - la puissance du User Manual pour sensibiliser aux différents modes de communication et de feedbacks de chacun, notamment dans des entreprises multiculturelles (ex. US et France) - le rôle des revues trimestrielles - Madkudu growth - pour se projeter sur ses objectifs personnels, évaluer l'adéquation avec les valeurs de l'organisation, ses capacités de collaboration. Des revues qui impliquent pas uniquement manager / managés mais également des collaborateurs directs. - le rôle non négligeable que peuvent jouer des acteurs externes(coachs, mentors) pour aider à grandir sur ces sujets ou des mises en situation à mener avec les équipes # Ressources Retrouver le support de présentation et talk sur Youtube sur le site yolocracy.org : https://yolocracy.org/21-madkudu-comment-creer-une-culture-du-feedback-forte-dans-une-entreprise/ Pour plus d'information sur Madkudu : https://www.madkudu.com # Les ressources citées - Brené Brown, the power of vulnerability : https://www.ted.com/talks/brene_brown_on_vulnerability?language=fr - Radical Candor de Kim Scott : https://www.amazon.fr/Radical-Candor-What-Want-Saying/dp/1509845364 - Talent Lab Today : communauté RH https://www.linkedin.com/company/talent-lab-today/?originalSubdomain=fr - Livres sur comment donner du feedback : cf. Présentation

On ne présente plus Guillaume Cabane, "G", le scientifique fou de Drift. Il revient un an après sa première interview où il avait déjà partagé des expériences de croissance géniales, afin de partager la stratégie de fond de son équipe afin de mener Drift à faire x5 en 2018.La culture chez Drift, c'est vraiment quelques choses de spécial. Un mix entre une réduction des coût au maximum inspirée d'Amazon et un marketing ultra léché à la Apple : tout ça dans une entreprise qui se définit comme une secte.Que faire quand vous arriver à un poste en growth dans une entreprise ?Guillaume, lui, commence par faire un audit général des canaux d'acquisition : qu'est ce qui a été fait sur chaque canal, qu'est ce qui a fonctionné, pourquoi, qu'est ce qui n'a pas fonctionné, pourquoi. Ensuite, seulement, il met en place son playbook de croissance.Toutes les entreprises suivent des KPIs plus ou moins important, dans l'équipe growth de Drift, on suit tout d'abord le revenu, puis tout ses composants : les signaux d'intention d'achat, le nombre de d'entreprises qualifiées envoyées à l'équipe commerciale et le nombre de démo signée.Un signal d'intention d'achat, c'est quoi ? C'est, par exemple, une entreprise qui désinstalle un concurrent ou bien qui est chez un concurrent depuis 11 mois. Une entreprise qui visite la page Drift (ou celle d'un concurrent) sur G2Crowd. Un champion qui change d'entreprise, etc.Un an après sa création, l'équipe de Guillaume (l'équipe growth) génère 60% des leads entrants, leur secret : lead scoring et les stratégies de prédiction (cf Pierre Lechelle de Madkudu).Il y a quelques mois Guillaume a cherché quelqu'un pour faire de l’acquisition payante. Il rencontre alors un spécialiste paid acquisition pour dans le milieu du gaming. Pas le bon profil mais les échanges sont très intéressants, et contrairement à ce qu’on pourrait croire, les problématiques du gaming sont proches de celles d’entreprises B2B : gros panier moyen et coût d’acquisition potentiellement élevé.Pour donner un peu de contexte, Facebook Ads contient un système d’auto optimisation permettant à un publicitaire “de dire à la plateforme” : je veux plus de ce genre de lead. Le problème c’est que la fenêtre de conversion autorisée sur Facebook Ads est de 7 jours, ce qui est suffisant pour du eCommerce et certains B2C mais beaucoup trop court pour du B2B. De plus, il faut se définir comme site de ecommerce, lié son site et avoir une vingtaine de référence disponible.Bref, Guillaume, la république française à bras le corps ne va pas se laisser faire.À son habitude il va créer un mécanisme plutôt créatif pour contourner le problème : quand un lead clique sur une publicité sur Facebook, il arrive sur le site de Drift. Clearbit va révéler l’entreprise pour laquelle travaille cette personne, le nom de domaine de l’entreprise est, lui, envoyé à Madkudu qui, en plus de scorer le lead en direct, va émettre une probabilité de conversion et un panier moyen. On a alors une valeur du lead en dollars.Intelimize, outil d’A/B testing en direct (aussi relier à Madkudu et Clearbit), va personnaliser le discours selon la valeur en dollar du lead. Et, si il y a un signup, il va alors renvoyer une fausse conversion eCommerce à Facebook à une valeur très proche de la valeur prédite afin de faire croire à Facebook qu’il y a plusieurs références. En ayant trafiquer sa page Facebook et créé un faux Shopify (où ils vendent du swag). Drift réussi à profiter de l’algorithme d’auto optimisation de Facebook, ce qui leur a permis de passer de 140$ de CAC à 30$.Bonne écoute.Au programme :Comment Guillaume audit une entreprise durant ses premiers mois.Comment Guillaume a fait passer son coût d’acquisition d’un client sur Facebook de 130$ à 20$.Comment son équipe génère 60% des leads de Drift un an après sa création.Ressources de l'épisode : bit.ly/growthmakers65Pour soutenir le podcast :1. S'inscrire sur Growth Makers pour ne rater aucun épisode.2. Mettre 5 étoiles sur Apple Podcast pour aider d'autres startupers à découvrir le podcast.Pour accélérer sa startup :1. Des intervenants d'Uber, Intercom, Zalando et Frichti pour vous former à la growth.2. Travailler avec moi par le biais de l'agence : Bryte. Voir Acast.com/privacy pour les informations sur la vie privée et l'opt-out.

Apps and integrations are critical for up-and-coming products looking to expand their reach. Predictive analytics tool MadKudu has capitalized on this strategy to grow their business with mid-market and enterprise customers. So we sat down with their Head of Marketing, Liam Boogar-Azoulay, to discuss how they embarked on this strategy and his advice for other teams thinking about building apps for their product.

On this month's episode of the Struggle, Alex Theuma speaks with Liam Boogar-Azoulay, Head of Marketing at MadKudu, a predictive lead scoring solution for SaaS companies. Liam has had somewhat of an unusual path professionally and personally. When everyone was moving to Silicon Valley, he moved away from it, landing in Paris. While most people would hone their skills in a particular area first and then dare to start their own company, Liam's first job was starting Rude Baguette, a blog devoted to startups.   He had started it almost as soon as he moved to Paris. Rude Baguette would end up being one of the biggest startup publications in France, which employed 10 people. That is until Liam brought it to bankruptcy, a slow one as you will hear him describe in this interview, but a bankruptcy nevertheless. In retrospect, he knows exactly what went wrong but at the time some of his flaws were hidden. One thing he realized from the experience is that he had enjoyed building the brand far more than being a CEO. With that in mind, he joined Algolia as their first ever Brand Director, 11 weeks after he had filed for bankruptcy. They caused mistakes, which he would repeat at Algolia, a company he joined 11 weeks after filing for bankruptcy. He would spend a total of a year and a half at Algolia, leaving it in almost as dramatic a fashion as folding Rude Baguette. His time there was marked by some incredible feats like a full rebrand but also some pretty big mistakes, deriving from often not knowing what to do but never admitting to it or asking for help, his innate need to always portray he knew the answer getting in the way. By the time he started with Madkudu, Liam knew there were major gaps he needed help with or he would fail again. Admitting to his vulnerabilities openly Liam asked for an executive coach. MadKudu's founders said yes. As with all the other guests on The Struggle, we have the utmost respect for Liam for his openness, honesty, and willingness to learn from his shortcomings so others can learn from them too. As you will hear in the interview, Liam met Madkudu's founder Frances at SaaStock. In fact, for a long time, Liam used to think SaaStock was called SaaStalk because of all of the invaluable conversations that take place during our conference for founders, executives and investors. If you want to partake in the networking, the life-changing conversations and lasting relationships, join us in Dublin this October for SaaStock19.

Exceed not only ensures that every lead receives a follow-up, but that those leads are nurtured and qualified using artificial intelligence and automation.Want the full transcript? Visit the show notes page on our website:https://servedontsell.com/modern-sales/lead-qualification-using-ai-with-francis-brero-of-madkudu---Get a daily sales insight sent straight to your inbox:Subscribe to the daily sales insights newsletter Don't miss a single episode:Subscribe on SpotitySubscribe on Apple Podcasts Like what you heard?Help us get the word out by leaving a rating and review on Apple Podcasts.

On ne présente plus Guillaume Cabane, "G", le scientifique fou de Drift. Il revient un an après sa première interview où il avait déjà partagé des expériences de croissance géniales, afin de partager la stratégie de fond de son équipe afin de mener Drift à faire x5 en 2018.La culture chez Drift, c'est vraiment quelques choses de spécial. Un mix entre une réduction des coût au maximum inspirée d'Amazon et un marketing ultra léché à la Apple : tout ça dans une entreprise qui se définit comme une secte.Que faire quand vous arriver à un poste en growth dans une entreprise ?Guillaume, lui, commence par faire un audit général des canaux d'acquisition : qu'est ce qui a été fait sur chaque canal, qu'est ce qui a fonctionné, pourquoi, qu'est ce qui n'a pas fonctionné, pourquoi. Ensuite, seulement, il met en place son playbook de croissance.Toutes les entreprises suivent des KPIs plus ou moins important, dans l'équipe growth de Drift, on suit tout d'abord le revenu, puis tout ses composants : les signaux d'intention d'achat, le nombre de d'entreprises qualifiées envoyées à l'équipe commerciale et le nombre de démo signée.Un signal d'intention d'achat, c'est quoi ? C'est, par exemple, une entreprise qui désinstalle un concurrent ou bien qui est chez un concurrent depuis 11 mois. Une entreprise qui visite la page Drift (ou celle d'un concurrent) sur G2Crowd. Un champion qui change d'entreprise, etc.Un an après sa création, l'équipe de Guillaume (l'équipe growth) génère 60% des leads entrants, leur secret : lead scoring et les stratégies de prédiction (cf Pierre Lechelle de Madkudu).Il y a quelques mois Guillaume a cherché quelqu'un pour faire de l’acquisition payante. Il rencontre alors un spécialiste paid acquisition pour dans le milieu du gaming. Pas le bon profil mais les échanges sont très intéressants, et contrairement à ce qu’on pourrait croire, les problématiques du gaming sont proches de celles d’entreprises B2B : gros panier moyen et coût d’acquisition potentiellement élevé.Pour donner un peu de contexte, Facebook Ads contient un système d’auto optimisation permettant à un publicitaire “de dire à la plateforme” : je veux plus de ce genre de lead. Le problème c’est que la fenêtre de conversion autorisée sur Facebook Ads est de 7 jours, ce qui est suffisant pour du eCommerce et certains B2C mais beaucoup trop court pour du B2B. De plus, il faut se définir comme site de ecommerce, lié son site et avoir une vingtaine de référence disponible.Bref, Guillaume, la république française à bras le corps ne va pas se laisser faire.À son habitude il va créer un mécanisme plutôt créatif pour contourner le problème : quand un lead clique sur une publicité sur Facebook, il arrive sur le site de Drift. Clearbit va révéler l’entreprise pour laquelle travaille cette personne, le nom de domaine de l’entreprise est, lui, envoyé à Madkudu qui, en plus de scorer le lead en direct, va émettre une probabilité de conversion et un panier moyen. On a alors une valeur du lead en dollars.Intelimize, outil d’A/B testing en direct (aussi relier à Madkudu et Clearbit), va personnaliser le discours selon la valeur en dollar du lead. Et, si il y a un signup, il va alors renvoyer une fausse conversion eCommerce à Facebook à une valeur très proche de la valeur prédite afin de faire croire à Facebook qu’il y a plusieurs références. En ayant trafiquer sa page Facebook et créé un faux Shopify (où ils vendent du swag). Drift réussi à profiter de l’algorithme d’auto optimisation de Facebook, ce qui leur a permis de passer de 140$ de CAC à 30$.Bonne écoute.Au programme :Comment Guillaume audit une entreprise durant ses premiers mois.Comment Guillaume a fait passer son coût d’acquisition d’un client sur Facebook de 130$ à 20$.Comment son équipe génère 60% des leads de Drift un an après sa création.Ressources de l'épisode : bit.ly/growthmakers65Pour soutenir le podcast :1. S'inscrire sur Growth Makers pour ne rater aucun épisode.2. Mettre 5 étoiles sur Apple Podcast pour aider d'autres startupers à découvrir le podcast.Pour accélérer sa startup :1. Des intervenants d'Uber, Intercom, Zalando et Frichti pour vous former à la growth.2. Travailler avec moi par le biais de l'agence : Bryte. Voir Acast.com/privacy pour les informations sur la vie privée et l'opt-out.

Ouverture des candidatures à HyperCroissance (30 places ouvertes)Pierre est Customer Success Manager chez Madkudu, un outil de lead scoring proposant à des entreprises de mieux vendre grâce à de l'analyse prédictive. Son rôle : aider les clients à implémenter le produit, puis faire un travail d'analyse de la donnée pour ces clients.Invision est une entreprise qui a levé 230M$. Plus intéressant pour nous, Invision est un client de Madkudu pour lequel Pierre a créer un système de lead scoring permettant de prédire quand des grosses entreprises comme Disney ou IBM sont "prêt" à devenir clientes, ce qui a permis à Invision de booster de 25% le pipeline généré par le marketing.Pierre parle ensuite du scoring de leads en direct sur le site web, ce qui permet de proposer aux leads très qualifiés demandant une démo de pouvoir choisir un horaire, tandis que les leads moins qualifiés seront recontactés par la suite. Dans le business (comme dans plus d'autres domaines) la vitesse de signature est un facteur clé : résultat, une augmentation de 20% des demandes de démo.L'épisode aurait pu être un hors série puisque Pierre explique quelles sont les dernières tendances dans la Silicon Valley, et surtout quelles différences majeures a-t-il pu rencontrer en s'installant là bas il y a 1 an. (Spoiler : les startups focus Inbound n'existent pas.)On clôt l'interview en parlant de formation et en partageant les moyens de rester au top sur les sujets liés à la croissance en startup.Au programme :Comment Madkudu a permis à Invision de booster 25% le pipeline généré par le marketingComment Madkudu permet à ses clients d’augmenter de 20% les demandes de démoSan Francisco VS Paris : quelles différences marquantes dans l’éco-système startupRessources de l'épisode : bit.ly/growthmakers62Pour soutenir le podcast :1. S'inscrire sur Growth Makers pour ne rater aucun épisode.2. Mettre 5 étoiles sur Apple Podcast pour aider d'autres startupers à découvrir le podcast.Pour accélérer sa startup :1. Des intervenants d'Uber, Intercom, Zalando et Frichti pour vous former à la growth.2. Travailler avec moi par le biais de l'agence : Bryte. Voir Acast.com/privacy pour les informations sur la vie privée et l'opt-out.

En esta ocasión, Claudio nos cuenta las principales novedades que presentó SaaStr Annual, el evento de 'Software como servicio' más importante del mundo. En la segunda parte del episodio, explicamos qué son los free trials, qué ventajas ofrecen, y qué dicen los datos sobre la duración correcta de una prueba gratuita y su correlación con el ratio de conversión. Te recomendamos: ¿Cuánto debería durar mi prueba gratuita? https://tomtunguz.com/how-long-free-trial/ SaaStr Annual 2019: https://www.saastrannual.com Los 10 aprendizajes más interesantes de la encuesta de Redpoint sobre los free trials: https://tomtunguz.com/top-10-learnings-from-the-redpoint-free-trial-survey/ 30-day trial? 14-day? Freemium? Here’s why it probably doesn’t matter. Excelente post en el blog de MadKudu: https://www.madkudu.com/blog/50-of-saas-conversions-happen-after-trial-ends/

In episode #653, Eric and Neil talk about the simple hack that will help you get more valuable leads. Tune in to hear how you can up your conversion rate. TIME-STAMPED SHOW NOTES: [00:27] Today's Topic: One Simple Hack That'll Make Your Leads More Valuable [00:33] Lead scoring is getting more details, a number, or ratio on your leads. [00:46] The issue is, your sales team will talk to leads that they may not close and the closing ratios will go down. [01:09] You want to give your sales team leads that they can close. [01:29] Hubspot will lead-score for you. [01:45] Neil lead scores by using a customer's URL and how much traffic they think you get (SEMRush and Alexa help with this). [02:00] Neil and his team look at so many facets of a client's background that will help them understand whether they will be a good lead (country, spending habits, job title, etc.) [02:28] Eric loves using ClearBit to do some of this work. [02:57] From there, you can use MadKudu will look at all the actions people take on your site and what they've opted in for and score the lead that way. [03:25] If you use lead-scoring tools in conjunction with something like Drip or Intercom, it makes the work easier for you. [03:39] LinkedIn autofill gives you all the info based on someone's profile and it's more accurate than ClearBit. If the customer is logged into LinkedIn, it will pre-populate all their data. [04:38] Conversational bots always help drive people to the right funnel. [05:09] That's it for today! [05:14] Go to Singlegrain.com/Giveway for a special marketing tool giveaway! Leave some feedback: What should we talk about next? Please let us know in the comments below. Did you enjoy this episode? If so, please leave a short review. Connect with us: NeilPatel.com Quick Sprout Growth Everywhere Single Grain Twitter @neilpatel Twitter @ericosiu  

In episode #653, Eric and Neil talk about the simple hack that will help you get more valuable leads. Tune in to hear how you can up your conversion rate. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: One Simple Hack That'll Make Your Leads More Valuable [00:33] Lead scoring is getting more details, a number, or ratio on your leads. [00:46] The issue is, your sales team will talk to leads that they may not close and the closing ratios will go down. [01:09] You want to give your sales team leads that they can close. [01:29] Hubspot will lead-score for you. [01:45] Neil lead scores by using a customer’s URL and how much traffic they think you get (SEMRush and Alexa help with this). [02:00] Neil and his team look at so many facets of a client’s background that will help them understand whether they will be a good lead (country, spending habits, job title, etc.) [02:28] Eric loves using ClearBit to do some of this work. [02:57] From there, you can use MadKudu will look at all the actions people take on your site and what they’ve opted in for and score the lead that way. [03:25] If you use lead-scoring tools in conjunction with something like Drip or Intercom, it makes the work easier for you. [03:39] LinkedIn autofill gives you all the info based on someone’s profile and it’s more accurate than ClearBit. If the customer is logged into LinkedIn, it will pre-populate all their data. [04:38] Conversational bots always help drive people to the right funnel. [05:09] That’s it for today! [05:14] Go to Singlegrain.com/Giveway for a special marketing tool giveaway! Leave some feedback: What should we talk about next? Please let us know in the comments below. Did you enjoy this episode? If so, please leave a short review. Connect with us: NeilPatel.com Quick Sprout Growth Everywhere Single Grain Twitter @neilpatel Twitter @ericosiu  

Francis Brero, co-fondateur et Chief Revenu Officer chez Madkudu. Madkudu est une plateforme d’analytics prédictive qui permet de comprendre les patterns récurrents entre ses meilleurs leads afin d’adapter son funnel.Au programme :Comment ils ont multiplier par 3 leur CA tout en recherchant leur PMF.Comment Algolia utilise Madkudu pour accélérer leur cycle de vente.Comment ils ont permis à Segment de faire +60% de conversion sur les démos request.Découvrez le nouveau pricing du MOOC Growth Management (et le lancement du coaching) Pour soutenir le podcast :1. S'inscrire sur Growth Makers pour ne rater aucun épisode.2. Mettre 5 étoiles sur Apple Podcast pour aider d'autres startupers à découvrir le podcast.Pour accélérer sa startup :1. Suivre le MOOC Growth Management pour trouver ses prochains leviers de croissance (nouveaux pricing et lancement du coaching en Janvier 2019).2. Travailler avec moi par le biais de l'agence : Bryte. Voir Acast.com/privacy pour les informations sur la vie privée et l'opt-out.

NOTICE: SORRY FOR THE ECHO AT THE BEGINNING. SKIP AT 3:00 TO BETTER AUDIO QUALITY. ----- Last week we hosted the fifth episode of our monthly live SaaSCast. I had the pleasure to interview Francis Brero, co-founder and CRO of MadKudu (https://madkudu.com). To build a scalable sales process… Scratch that. In order to build a company, you must first identify who you are going to sell you product to. ## What's MadKudu? MadKudu helps SaaS sales teams qualify leads more effectively using data science. We build predictive models for our customers based on demographic and behavioral data in their sales & marketing stack. These models allow SaaS sales teams to instantly identify their best leads and decide when to engage them based on in-app behavior - all without managing manual lead-scoring rules. ## What is SaaSCast? SaaSCast is a short video-podcast format in which we talk casually about SaaS and startups for half an hour. ---------- At Livestorm we help companies get the most of their webinars. Our mission is to make your webinars simpler and more efficient. Livestorm is a webinar tool that functions 100% in your browser, and, besides the basic webinar requirements, we provide: - Advanced post-webinar analytics tools - Audience segmentation capabilities - Lead management system - Native integrations with CRMs and marketing tools. Learn more: livestorm.co