Podcasts about rollworks

It's tempting to add some sauce to your content to give it flavor. But if the meat isn't there, what's the point? You have to make sure there's substance to your work before adding style. That's one of the things we talk about with Caroline Van Dyke.In this episode, we're taking marketing lessons from Hot Ones with Caroline's help. She's the Head of Content at Skilljar. And together, we talk about making customers the star, focusing on the meat of the content, and much more.About our guest, Caroline Van DykeCaroline Van Dyke is Head of Content at customer education software company Skilljar. She is a content and creative strategist with more than 10 years experience leading B2B start-up content strategies. Her panache? Puns & a little personality can take brands up a notch. She joined Skilljar in October 2023, and previously worked in various leadership roles at RollWorks and Zugata (acquired by Culture Amp).What B2B Companies Can Learn From Hot Ones:Make customers the star. Highlight how your product is helping them. Use their voice in your content. Caroline says, “As a content creator in B2B spaces, when's the right time to make it like, ‘Hey, look at us and some personality on our team or thought leader.' Is it actually helpful to other people in the audience? Or do you help them make their customers the stars and help give them that material?” It's like how Sean Evans rarely talks about himself, because his focus is on elevating the guest and highlighting their work. Focus on the actual meat of the content. Educate, entertain, and drive value through the content first. Then you can think about making things visually appealing. But when you put style over substance, your content suffers. Caroline says, “Put that effort into what the actual meat of the content is. That's research, getting to know people, and then we're a little bit more forgiving of how things look. Yes, we want them to still be visually appealing and do your best, but gone are the days of pretending that spending all that money or time just on a facade of something is going to also equal great outcomes.” In Hot Ones, this means that the value is on the quality of the questions and research behind them, versus focusing on having a shiny, sparkly set. Quotes*”We're all just kind of raising this bar together of sameness. And so where can you go to get something a little bit different? And that's not to say that you don't also need that sea of sameness and stability and  important stuff. But what on top of it can you add?”*”You can't rip and replace a lot of this conversation around taking B2C and making it B2B. It's not one for one. And you'll see people do it poorly, unfortunately, of thinking, ‘Hey, a consumer likes this. So I'm just going to copy it exactly and somehow make the pun relate to my industry.' If it doesn't land for your audience, respect that other program and don't duplicate it.”Time Stamps[0:55] Meet Caroline Van Dyke, Head of Content at Skilljar[2:44] Caroline Van Dyke's Role at SkillJar[3:41] The Origin Story of Hot Ones[5:41] The Unique Format and Success of Hot Ones[14:16] Analyzing the Interview Style of Hot Ones[23:38] The Trust Factor in Interviews[24:35] The Simplicity and Success of Hot Ones[26:17] Marketing Insights and Trends[27:11] Imitation and Innovation in Content[28:04] The Importance of Authenticity[32:03] Balancing Creativity and Strategy[35:18] Content Strategy at SkillJar[41:18] The Future of B2B ContentLinksWatch Hot OnesConnect with Caroline on LinkedInLearn more about SkilljarAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

The best marketing is not just about casting a wide net; it's about building authentic and meaningful relationships.Building relationships is the heart of ABM. In this webinar with Opensense, Scrappy ABM, Rollworks, and Sendoso, they break down the most creative, compelling and scrappy ABM plays you could deploy to help your prospects feel the love - ultimately allowing you to secure your top accounts. The beauty of it all? You don't need grand gestures or an expensive budget to implement a full funnel, multi-channel ABM program. All you need is a proof of concept - that's where we can help.Discover top ABM tools and how you can use them to:Build a scrappy ABM approach to generate leads, win back lost deals, and expand current customers (without big budgets).Uncover simple, non traditional methods that build a solid ABM foundation.Generate memorable experiences that propel the entire organization forward.Watch now and spark strategies that will help you charm your accounts and find your perfect match.

Jodi Cerretani, VP of Marketing at RollWorks, an Account Based Marketing platform, sat down with Mike to discuss how marketers can use ABM to maximise their marketing efforts and how RollWorks can support this process. Jodi shares why it is more important than ever to focus on intent and how this can set you up for success. She also offers the best advice she has been given and provides her own advice for new marketers starting their careers.   About RollWorks RollWorks is an account-based marketing platform for B2B marketing and sales. Through proprietary data and machine learning, RollWorks helps teams identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness.   Time Stamps [00:27.00] – Jodi shared a little about her career journey and what lead her to RollWorks. [04:20.00] – What is Rollworks? How does it help its customers – Jodi shares her insights. [08:41.00] –Mike and Jodi discuss integrations and target audiences in ABM marketing [12:49.00] – What marketing strategies and tactics does RollWorks use itself? [17:02.00] – Jodi talks about measurement and pricing transparency [21:47.00] – Jodi offers her marketing advice and industry insights   Quotes “I think you have to be comfortable with a certain amount of ambiguity and instinct. Yes, this matters. Yes, this is going to drive action. Yes, this is worth my time. And it, it pushes the initiatives of a business forward, even though I can't see it in my…revenue.” Jodi Cerretani, VP of Marketing at RollWorks.   Follow Jodi: Jodi Cerretani on LinkedIn: https://www.linkedin.com/in/jodicerretani/ RollWorks website: https://www.rollworks.com/ RollWorks on LinkedIn: https://www.linkedin.com/company/rollworks/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier's other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Jodi Cerretani is the VP of Marketing at RollWorks, an account-based marketing platform for B2B Marketing & Sales. Jodi has more than 10 years of experience in leadership roles and has served in leadership positions at Vidyard, Kapost, and Kahuna. In this episode, Jodi shares how her MBA has helped her in her tech career and her philosophy on productive team pods and she gives the inside scoop on customer marketing.   Key Takeaways: [1:20] A little bit about Jodi and her background in marketing. [4:05] Why did Jodi go back to school to finish her MBA? [7:35] Jodi's work experience in addition to her MBA really helped her gain the confidence she needed to branch out into the business world. [8:45] How important is it to have an MBA when being in the B2B marketing field? [13:45] Jodi implemented a unique team structure called Demand Pods. What are these and how do they work? [17:40] Demand Pods are designed for team and culture alignment and to execute projects within a timely manner. [20:10] It's very hard to have shared accountability toward a common goal. You have to intentionally create it. [21:55] How does Jodi measure the buyer's journey? [28:25] What are some common metrics that Jodi relies on within her field? [30:45] Despite the KPI data being a bit overwhelming, Jodi is looking at four important buckets in her data. [35:10] What is Jodi's number one nightmare at work? [43:00] At the end of the day, everybody wants to feel valued at work. It's important that you connect the dots for your team on the work they're doing vs. the impact it has. [47:40] When you have a consistent and repeatable process, that's when your culture shifts. [48:00] Jodi answers some rapid-fire questions to close out the show!   Mentioned in This Episode: Demandspring.com Rollworks.com Jodi on LinkedIn  

B2B marketers have relied on 3rd party advertising cookies for years as a critical part of a hyper-targeted display strategy. With Google deprecating these cookies at the end of 2024, what should GTM leaders be doing to prepare? Kushan Patel, VP of Product at Rollworks, joined dialed in to share his insights about how this move will impact the industry, what AdTech vendors are doing now to prepare, and what other strategies and channels advertisers can employ instead.

Pam Didner: Hello everyone. Welcome to another episode of B2B Marketing and More with Pam Didner. Yay. I haven't done a lot of episodes lately. That's because I was busy, I don't know, writing a novel! Yes, I'm writing a novel. I will tell you more little later in a different episode, but today I have a special guest for you and she is a Director of Demand Generation for HMI Performance Incentive. And she is Agnes Fotino O'Connell. Hey Agnes, so happy to have you here.   Agnes Fotino O'Connell: Pam, I'm so excited to be here. Thanks for having me.   Pam Didner: Yes, and we met at the B2B MX in February. Agnes came to my workshop and we had a great time. We hit it off right there, and at that time I was talking about sales enablement, and Agnes told me specifically that that's something that she has been doing and also is doing it. So that's why I invited Agnes to the podcast to talk about specifically couple things, how to better support sales and also better supporting sales through demand gen. Before we get started, Agnes, talk to us about your job and also what does your company do?   Agnes Fotino O'Connell: Yeah, sure. HMI Performance Incentives is a leading incentive strategy company, helping companies with a broad spectrum of needs and challenges, motivate both their direct and indirect sales teams, customers, et cetera, to meet sales goals, increase loyalty, change behaviors, and everything else that you come to know and love about customer loyalty and incentive strategies.   Pam Didner: If I'm not mistaken, I think the incentive program that you set up is very much tailored for channel partners, such as the wholesalers working directly with their distributors and the dealers and the value-added resellers, assisting integrators. It's basically kind of like a channel marketing tools and then that you use that to incentivize and a lot of channel partners to reach the sales goal. Can you give us a very specific example about that?     Agnes Fotino O'Connell: Yeah, sure. We might work with a large wholesaler. Let's say they were in the building material space. They're a company that's trying to go after the contractor or the dealer, and we'd help them do a couple things.  One, we'd help them create a customer loyalty program that might go after what we call the “middle 60” of customers, that group that is always with you, you know what to expect out of them. And then might also help target their top 20% of their customers--the customers that bring 80% of their business, typically. And we might put together some form of group incentive travel trip for those top customers, helping build a moat about around them, helping them diffuse from competition taking them, and again, help grow that middle 60 to do more than they've historically done with them.   Pam Didner: So it is whatever your customer want to incentivize and you build a program and you are able to track the performance and then be able to, uh, award whoever reached that specific target.   Agnes Fotino O'Connell You're spot on, Pam, for an incentive marketing agency.   Pam Didner: Very, very good. So then talk to us now, you have told us specifically in terms of what your company has done. Your role is a Director of demand gen, and I remember when I was talking to you and you said you've been on the sales side, you've been on the marketing side. Before I talked to you about demand gen, can you talk to us a little bit about being on the sales side, being on the marketing side for any B2B marketers would like to supporting sales?  Do you have any specific tips, trick, or advice?   Agnes Fotino O'Connell: I think you have to just really understand what's important to the sales folks at a myriad of levels. Right. And Pam, I actually think you gave some really amazing advice during your workshop at the B2B MX on. About, you know, finding your sales advocates, right? Finding those folks who are gonna help you make an imprint, make a case study of what you wanna accomplish as a marketer. You really have to go put your trust in sales' hands and help-- really help them help you get the job done. So what I like to say is, you know, go find that top salesperson and make them your advocate.  Show them how your campaign--whatever you wanna roll out as a marketer--is gonna make them successful. Get them on board, and then go find someone maybe more in the middle, right? Someone who's meeting and exceeding their KPIs, uh, but is maybe not a rock star. And then onboard them onto your plan. And then when you have, you know, those two or four, six people on board, you're gonna be pretty untouchable with whatever you try to roll out to your sales work.   Pam Didner: So the bottom line is really, really get to know them. And it started with a small group of people might be your ally. Build your own tribe try first and show them what kind of value you would add, and then take it from there step by step.   Agnes Fotino O'Connell As marketers, we talk so much about trialing, right, and piloting and looking at data.  And I think a lot of times marketers forget to do that internally. You know, we only tend to look at doing that externally, and it's kinda like, “Hey, take a moment, pause, pilot internally, see what the reaction is, and then go run that external.”   Pam Didner: Love it. Love it. With that being said, I'm gonna touch the next topic demand gen. So demand generation is hard. I mean, I've been doing demand generation myself. I mean even actually try to build my own pipeline; that is hard. Not to mention that you work for a company and you have to sell products. And the many B2B marketers I have talked to a lot of time, they actually have a demand gen targets like a monthly basis.  It's actually very, very hard. Do you have any kinda like a holy grail or any kind of campaigns or anything that you do to actually help people to understand what they can do to better optimize their marketing campaigns?   Agnes Fotino O'Connell: That's a great question and it's a loaded one at that. You know, I think right now we've moved away from a lot of what I would call short-term KPIs and we're really looking at the long tail and--   Pam Didner: So can you clarify that? Sorry to interrupt. What is the short term KPI versus the long tail? Can you be very specific about it?   Agnes Fotino O'Connell: In our business, we have a long selling cycle, like hopefully most B2B marketers are experiencing right now. Yeah, we're, we're talking about 18 to 24 month sales cycles on the long end of it, really high end, high dollar value amounts. So for me, looking at monthly MQLs is really not a great output of what we're gonna expect in that quarter.  For us, we're spending a lot of our time and attention looking at thought leadership, the sorts of downloads, the sorts of referral traffic that we're getting from that. If we can get pings on how that's coming up in conversations, how people are leveraging what we're putting out, there is our best metric right now to understand.  We tend to not look at as much leads per month--net new MQLs--we're really looking at is our thought leadership content creating opportunities.   Pam Didner: So does that mean that a lot of your metrics that you are responsible is tied to, say, pipeline opportunity driven?   Agnes Fotino O'Connell: 100% of our metrics.   Pam Didner: What do you do to quantify that pipeline opportunity through say, referral traffic or through like a thought leadership content? Because I feel there's a gap there is in terms of like the content consumption and the leadership play, and all of sudden there's a pipeline activity, so there's a gap right there and how do you connect that gap and bring that content consumption or thought leadership play down?   Agnes Fotino O'Connell: We're doing something very simple, which is capturing it at opportunity state--essentially understanding from the salesperson's perspective how and why did this opportunity turn into a deal? And we're asking them in the opportunity form to state it. And it's really interesting the amount of people that are essentially saying, “Hey, I feel like this was demand gen oriented for these couple of reasons.” So our goals are to have essentially 50% of our opportunities be self-validated from sales saying this was demand gen who helped me create this.” And then you can start to look backwards in the customer file, if you will, or in the contact card to understand where did they first come into our database? When did they start to engage with us? And then when did they turn into an opportunity? I think the future state is really looking at those three moments in time in identifying is demand generation, at least a portion responsible for those important turns.   Pam Didner: I love you identify the three moments as when they come in and when they probably become the opportunities. So based on your experience and the working backwards.  What are some of the channel, from your perspective, is most common to capture that moment that possibly can train into pipeline opportunity? What kind of campaign tactics tend to drive to that specific point?   Agnes Fotino O'Connell: For us, it's a lot of referral traffic from third party subject matter experts, and I can give you an example. If we see that a contact is constantly attending one of our subject matter expert partner's webinars on a certain topic that we're sponsoring, it's essentially a form of intent data, right? Yeah. It's so we're able to start to aggregate, “okay, there's something here, right? Their, their ears are up, they're looking for something in this. Can we start to feed them a more aggregated, essentially marketing plan of and around that topic?” And then can we start to create a conversation essentially using ABM tied to that?   Pam Didner: Yep. That makes a lot of sense. So you actually watch data like a hawk, I assume.   Agnes Fotino O'Connell: Yes, we're a small team and we're feisty at that. So you know, when you have a small team--as I'm sure a lot of B2B marketers can relate to right now--data's your best friend. I mean, to go do things at scale is you have to be data driven right now.   Pam Didner: I 100% agree. So can you talk to us about what some of the tools that you use to actually unravel some of the key insights?   Agnes Fotino O'Connell For us right now, we're pretty excited about our tech stack. I think a lot of things are kind of coming back in style right now. You know, at B2B MX, we heard a lot about direct mail. We're trying to add a few different tools for that into our marketing stack right now to try and understand behaviors; we have two instances of intent data formally stood up, one at the top of the funnel and one at the bottom of the funnel using our friends at Rollworks. We're also trying to find a partner for more of that middle intent data where we just have some listening out in the universe. We're big advocates of HubSpot. We use them for both our CRM and our marketing automation. On the send standpoint, we've just set up an integration with a very cool tool called Hand Write, which is sending out, uh, handwritten notes from our sales team after they meet in person, automated at a conference.  So we're able to track that. It'll have a QR code to send them to some of our resources put on it, as well as a QR to their business card that we can track on the back end. We're doing obviously a ton with QR codes and trying to leverage that as another source of intent data. You know, we're played around with Gong as a great marketing tool, which you know, for your listeners is an incredible sales tracking tool that listens in, using machine learning and AI to sales calls. It's a marketing tool. Yeah, it's a marketing tool. So we've started to leverage a bit of the insights that that provides us. But at the end of the day, it's really putting people right now to look at those moments in time that were training opportunities and then trying to scale those moments.   Pam Didner: So you brought up a lot of tools. A lot of marketers are overwhelmed because they feel they have to add a different tool at a different stages. And all a sudden, your Martech stack becomes pretty complicated. And I think to some extent that's inevitable. You have to use a different tool at a different time, and there's no one tool that fits all. And also, depending on what kind of campaigns you are running and different channels, you might need to use the different listening tools, as well. So that I want to make sure everybody understand that. When Agnes was talking about different tools that she needs to use, that's probably based on the process or the workflow or the marketing channels that she is utilizing. You have to kind of understand and to talk to the vendors and see if that actually fit your own Martech stack or your own workflow. So it may fit, it may not. But make a note of that, understand what those tools will do, and then you can make a decision if that actually works for you.  So for longest time, When I listened to a tool, I said, “oh my God, Agnes, you used that tool. You know what, I probably should use it too, right?” But then later I found out I need to evaluate that tool first before I can determine if that actually applies to me. But, uh, there was a period of time I was like, “you know what? Everybody's using it, I should do.” But that's not necessary the case. So I wanna make sure you understand that? Go ahead, Agnes.   Agnes Fotino O'Connell: If I can, you know, it's something I'm passionate about. I love giving people the next tool sort of recommendations. And something I'm coming outta, actually just yesterday with one of my team members is essentially a Martech stack audit.   Pam Didner: Audit?  OK got it.   Agnes Fotino O'Connell: We look at how are all of our systems working together, and if you don't already have a flywheel of this, I would look at it and it's gonna become, hopefully it becomes a pretty complex flywheel because your different tools will speak to one another and you should draw that out. So just start drawing dotted lines or hard lines if it's a very strong integration. And then you'll be able to show and explain internally how everything works, which is really helpful for both your team, but also the sales team, right? To show them, “Hey, here's how everything can work together. Here's what you can use, here's what I can use, here's what we can both use.” And then what you could layer on top of that is where different tools layer in. So, for example, you could start to augment that flywheel to show here's what we're using at a lead level. Here's what we're using at an MQL level. Here's what we're using at an SQL level. Here are tools that we use everywhere. And then you can start a part of this maybe ongoing deck is how I do it, at least, that's updated, that are, “hey, here are some tools that are not the right fit for us right now, but I've evaluated, I understand their pricing and I understand what they can do.” And then you just put a slide in for them with some of your raw notes.  That way when a gap does come up, you're not scrambling trying to go on G2 or wherever you might go for your insights, it's, “oh, I think I already did something there, or let me see if I've already evaluated that.” Flip through your deck and it's waiting for you.   Pam Didner: I love it. So do you have that flywheel you can share with us?   Agnes Fotino O'Connell: Yeah, I can send it out after this. I would love that.   Pam Didner: And I would actually add that to the video. Yeah. And uh, so people can see it.   Agnes Fotino O'Connell Yeah, I'm happy to.   Pam Didner: Yay. I love it. So, last question: now you've been working on the both sales and marketing side. Have you have any advice for anyone who are interested, kind of moving back and forth between sales and marketing, you know, any kind of career advice that you have for them?   Agnes Fotino O'Connell My first thought would be do both, and I truly stand behind that and I don't just stand behind, I put it in action. I've put up and stood up a program at HMI that is the HMI Sales and Marketing Excellence Program that allows young grads to come in and, and see and experience both sides of the house, everything from biz dev to field marketing, to social, to digital and so on. But I, you know, I think it's really important your trajectory to understand how hard both roles are. It's an amazing skillset to understand what it's like to go, you know, do the role of a biz dev, making those 50-100 calls every day. And I will say in turn, you understand then, and I think have a higher level of appreciation for when you need those marketing assets at your disposal to send out how great those are to have and how to design them to be a better fit for not only the actual salespeople using them, but to the recipients. So, do both if you can. It'll make you a, I think a more well-rounded individual going into either your sales or marketing career on whatever side that you end up. Or you could be like me and just maybe hover somewhere in the middle, if you find an organization that will let you.   Pam Didner: Well said, I really have nothing to add except I don't do two at the same time, but try each one of them in different time. So you really don't want to be Michelle Yeoh. Like be everywhere, anytime at the same time (laughs).     Agnes Fotino O'Connell: I couldn't agree.   Pam Didner: So one last fun question. So what show are you binge watching right now?   Agnes Fotino O'Connell: I've been watching a bit of “Top Chef,” but the really old seasons of Gordon Ramsey, which has been fun and “Hell's Kitchen.”  But I'm, I'm reading some really good books right now, Pam, if you're interested.   Pam Didner: What is it?   Agnes Fotino O'Connell: I'm rereading Thinking Fast and Slow, which I think it's the best. And then for a fun book, reading, When Life Gives You Lululemons.   Pam Didner: Love it.   Agnes Fotino O'Connell: What are you reading, Pam?   Pam Didner: Oh, I'm reading (laughs) . I'm reading a drama. This is very dark. Gillian Flynn's Sharp Objects.  My God, it's so dark.  After I read it, I was like, “you know what? I'm actually getting a little depressed.”   Agnes Fotino O'Connell: Maybe a light book after thus, huh?     Pam Didner: Yeah, exactly. But that was like, I'm reading right now. I'm actually reading more and more fictional. I got away from the business reading in the past two years. I guess I just need to take a break after 10 years. It was like, you know, “I'm done. Lemme read some fictional book.” Anyway. Hey, Agnes, it's wonderful to have you. You share a lot of insight and by the way, it was so wonderful, so wonderful to meet you at my workshop. Such a great, great addition to have you at my workshop. We had a great time, right?   Agnes Fotino O'Connell: We sure did.  Cannot recommend going to both B2B MX—I'll give them a bit of a shout out cause that was a really excellent conference--but also if you have an opportunity to get to one of Pam's. workshops. It was incredible. Truly lucky to sit in her grace there for like two and a half, three hours. You don't get a lot of those opportunities to learn like that from a marketing expert.  Amazing Pam.   Pam Didner: I actually pay Agnes to say that. (both laugh) Just kidding. Just kidding. But I'm actually doing a workshop, a very similar one about sales enablement and how the marketing sales op, Biz op, even, uh, marketing ops, how what you can do to better support sales in a changing environment, Ignite Chicago on May 23rd. So if you are interested, check that out or reach out to me. And by the way, bring any questions, uh, to the workshop. I do answer them. Seriously, I do.   Agnes Fotino O'Connell: The entire time. She answers them the entire time. It's amazing.   Pam Didner: Alright. Hey Agnes, it's wonderful, wonderful to have you here. Wish you best of luck and keep us posted about all the stuff that you are doing and come back next time.   Agnes Fotino O'Connell Thanks Pam, I appreciate it.   Pam Didner: If you want to see Agnes' flywheel, look in this episode's show notes or visit my website at pamdidner.com/podcasts, episode 226.  

You can't be everywhere all at once. But your partnership network can. A good ecosystem will not only increase your sphere of influence and knowledge, but will be cheaper, increase sales conversions, and extend retention rates. That's why hearing what Mike Stocker, VP, Partnerships, RollWorks at NextRoll, Inc., has to say is important. Join us as we discuss: Delivering customer value with integrated partner solutions Real world examples of partner co-selling driving more revenue How partner influence delivers tangible and measurable results Here are some additional episodes featuring other ecosystem leaders that might interest you: #121 Aligning Ecosystem Strategy with Your Customer as the North Star with Lara Caimi, Chief Partner Officer, ServiceNow  #122 There's No Easy Button For Partnering with Nicole Napiltonia, VP Of Alliances and OEM Sales, at Barracuda  #106 The Secrets to Managing Alliances Like Microsoft with David Totten, Chief Technology Officer, US Partner Ecosystem at Microsoft  #97 Why Quality Always Beats Quantity in Software Ecosystems with Tom Roberts, Senior Vice President at the Global Partner Organization over at SAP.  Links & Resources Learn more about how WorkSpan helps customers accelerate their ecosystem flywheel through Co-selling, Co-innovating, Co-investing, and Co-marketing. Subscribe to the Ecosystem Aces Podcast on Apple Podcast, Spotify, Stitcher, Google Podcast.  Join the WorkSpan Community to engage with other partner ecosystem leaders on best practices, news, events, jobs, and other tips to advance your career in partnering. Find insightful articles on how to lead and get the most out of your partner ecosystem on the WorkSpan blog. Download the Best Practices Guide for Ecosystem Business Management  Download the Ultimate Guide for Partner Incentives and Market Development Funds   To contact the host, Chip Rodgers, with topic ideas, suggest a guest, or join the conversation about modern partnering, he can be reached on Twitter, LinkedIn, or send Chip an email at: chip@workspan.com This episode of Ecosystem Aces is sponsored by WorkSpan.  WorkSpan is the #1 ecosystem business management platform. We give CROs a digital platform to turbocharge indirect revenue with their partner teams at higher win rates and lower costs. We connect your partners on a live network with cross-company business applications to build, market, and sell together. We power the top 10 business ecosystems in the technology and communications industry today, managing over $50 billion in the joint pipeline. 

In this episode of The Marketer's Journey, I interview Randi Barshack, CMO of RollWorks, a division of NextRoll, an account-based marketing platform for B2B marketing and sales, and one of Uberflip's partners. Randi runs a team that is all about meeting the buyers where they are, prioritizing authenticity, and understanding what you need to continue progressing along your own career trajectory. Check out this and other episodes of The Marketer's Journey on Apple Podcasts, Spotify, Stitcher, and Google Podcasts!Key takeaways from this episode:Optimize for personal happiness. When it comes to choosing your next gig as a marketing professional, it's important to take a strategic approach that considers the role from a variety of diverse perspectives. For Randi, prioritizing her own personal happiness is a must when making career moves, because it can be next to impossible to predict what the market will do next or how the financial situation will look in a few years' time.Believe in your product. For any marketer, it's an essential part of the role to have a solid understanding of the product you're selling, and truly believe in its value. To really get on board with the product you'll be marketing, Randi recommends taking the time to understand it inside and out so you can ignite your own passion and ultimately influence others to do the same.Meet the buyer where they are. When it comes to relating to your buyer, their needs and their unique perspective on your product, Randi believes it's important to learn how to meet the buyer where they are so they can visualize exactly where it will fit into their lives and add value. By taking this approach, marketers will have a better chance at forming an authentic relationship with the buyer and therefore, influencing their decisions. Learn more about RollWorks here: https://www.rollworks.com/ Learn more about Randi here: https://www.linkedin.com/in/randi-barshack-431a72/

Randi Barshack, CMO of RollWorks, has a diverse career path with a background in Japanese film production. She applies the skills she's learned as a filmmaker to really listen to the market and build solutions that bring value to the B2B and ABM space. Listen to this episode of The Intent Data Exchange to hear: Randi's journey from Japanese filmmaking to B2B marketing Tips on how to develop your marketing stories Her perspective on where the marketing industry is headed

Jordan Crawford, CEO at Blueprint, discusses account-based orchestration platforms. G2.com listed 6sense, Demandbase, Terminus, and Rollworks as some of the best account-based orchestration platforms. While Demandbase continues to be the crowd favorite of older B2B companies, the data suggests that fast growing startups are almost exclusively using 6sense. Today, Jordan takes a look at 6sense, Demandbase, Terminus, and Rollworks. Show NotesConnect With:Jordan Crawford: Website // LinkedInThe Rev Gen Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Account-based marketing is such an integral part of the strategy for so many B2B marketing teams that it is hard to understand how marketing worked before ABM burst onto the scene. The early promises of ABM included increased efficiency and better alignment between marketing and sales. When marketing knows exactly which accounts it needs to target, there's less wasted effort. And when sales and marketing collaborate to identify those accounts, they are (in theory) on the same page. Today, B2B marketing is in a new phase of ABM. Beyond identifying accounts to target, marketers are combining account names with other forms of data, such as intent, to fine-tune their list even more. RELATED EPISODE: How to Succeed in the Age of the Anonymous Buyer On this episode of the B2B Nation podcast, we talk to Randi Barshack, CMO of ABM platform vendor Rollworks, about the evolution of ABM, how her team works to stand out in the very crowded market for marketing technology, and how marketers should approach their work in a weak economy. Episode Guide 1:52: Have we reached the point where ABM is now the standard for B2B marketing? 5:13: Does Randi think ABM has helped align marketing and sales? 8:33: How does Randi help her brand break through the noise in the crowded martech space? 12:13: Randi's advice for maintaining and growing demand in a down economy. 15:58: What is Randi's favorite tool?

Chief Revenue Officer at RollWorks, Darragh Fitzpatrick, details RollWork's process when empowering their sales teams. It's important for sales departments to have the right structures and operations in place so their sales reps can do their best work. Today, Darragh talks about how his company empowers its sales teams and also what their approach is when recruiting great talent. Show NotesConnect With:Darragh Fitzpatrick: Website // LinkedInThe Rev Gen Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Customer experience vs customer success -- Darragh Fitzpatrick // RollWorksChief Revenue Officer at RollWorks, Darragh Fitzpatrick, details the importance of a great customer experience in the B2B buying process. Although the sales process is no longer linear, being able to understand your prospect and deliver what they need is key. A great customer experience results in more wins. Today, Darragh talks about the role that customer experience plays in the success of your sales team. Show NotesConnect With:Darragh Fitzpatrick: Website // LinkedInThe Rev Gen Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Chief Revenue Officer at RollWorks, Darragh Fitzpatrick, takes us through the changes in the B2B buying process over the years. While previously buyers didn't have a lot of options, today they are spoilt for choice. They also have access to much more information than was previously available and this has caused a change in the sales process. Today, Darragh talks about these changes and how sales teams can adapt. Show NotesConnect With:Darragh Fitzpatrick: Website // LinkedInThe Rev Gen Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Jordan Crawford, CEO at Blueprint, discusses account-based orchestration platforms. G2.com listed 6sense, Demandbase, Terminus, and Rollworks as some of the best account-based orchestration platforms. While Demandbase continues to be the crowd favorite of older B2B companies, the data suggests that fast growing startups are almost exclusively using 6sense. Today, Jordan takes a look at 6sense, Demandbase, Terminus, and Rollworks. Show NotesConnect With:Jordan Crawford: Website // LinkedInThe Rev Gen Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Chief Revenue Officer at RollWorks, Darragh Fitzpatrick, details RollWork's process when empowering their sales teams. It's important for sales departments to have the right structures and operations in place so their sales reps can do their best work. Today, Darragh talks about how his company empowers its sales teams and also what their approach is when recruiting great talent. Show NotesConnect With:Darragh Fitzpatrick: Website // LinkedInThe Rev Gen Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Chief Revenue Officer at RollWorks, Darragh Fitzpatrick, details the importance of a great customer experience in the B2B buying process. Although the sales process is no longer linear, being able to understand your prospect and deliver what they need is key. A great customer experience results in more wins. Today, Darragh talks about the role that customer experience plays in the success of your sales team. Show NotesConnect With:Darragh Fitzpatrick: Website // LinkedInThe Rev Gen Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Chief Revenue Officer at RollWorks, Darragh Fitzpatrick, takes us through the changes in the B2B buying process over the years. While previously buyers didn't have a lot of options, today they are spoilt for choice. They also have access to much more information than was previously available and this has caused a change in the sales process. Today, Darragh talks about these changes and how sales teams can adapt. Show NotesConnect With:Darragh Fitzpatrick: Website // LinkedInThe Rev Gen Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This episode is sponsored by Rollworks.It’s time to de-bunk the misconception that ABM is just for large organizations with large budgets. In fact, marketing teams of any size and scale can successfully use account-based approaches — and we dive deep into that with Randi Barshack, CMO of RollWorks, in today’s episode! Not only that, but we sprinkled in key insights, takeaways and best practices on this topic from a recent session at #B2BMX presented by Devon Watts and Allison Dyer of RollWorks. Throughout the episode, we’ll discuss:   How small teams can get started with ABM;  What to do as you get additional budget, headcount, and technology for ABM;   How to measure ABM success without strictly focusing on lead volume;   How to be more efficient with all of your ABM channels; and  Much more!  RELATED LINKS  Learn more about B2BMX: Next-Level ABM  Check out the latest State Of ABM Report  A word from our sponsors, Rollworks:Download your free, editable ABM planning template at tinyurl.com/ABMPlanning And get some major props from your higher-ups. 

In this final episode for the series, Randi talks about the indicators we can use to understand ABM success, its metrics and evaluation, and how to appropriately adjust target list based on data signals. She also talked about the future of ABM as a digital innovation. Show NotesConnect With:Randi Barshack: Website // LinkedIn The MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

For this episode, Randi talks about having the youthful curiosity to gain the real value of integrating ABM software. She also talked about Rollworks' partnership with LinkedIn, launching an ABM campaign and how to use ABM to affect your marketing mix. Show NotesConnect With:Randi Barshack: Website // LinkedIn The MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, Randi talks about what ABM can do for SMBs and how you can use ABM strategy when you don't have enough data, how intent data plays into ABM and how Rollworks' ABM can be integrated in marketing automation platforms. Randi also talks about the power of iteration and how if you're an SMB, you shouldn't be afraid to ask questions how ABM can benefit you. Show NotesConnect With:Randi Barshack: Website // LinkedIn The MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode, Randi talks about how we can use ABM strategy to scale your growth as a company, the challenges of software integration and what are the ABM solutions that can generate synthesis between the sales and marketing team. Randi also talks about some operational tactics and some underutilized areas where there is a lot of value for using ABM. Show NotesConnect With:Randi Barshack: Website // LinkedIn The MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

For this episode, Randi talks about defining ABM and why it is now growing steadily accessible to the down market, the challenge of articulating the ABM benefits even though the underlying philosophy behind it is something that marketers have been doing for decades. Randi also talks about why ABM should be looked at as a scaled program. Show NotesConnect With:Randi Barshack: Website // LinkedIn The MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Welcome to Career Day, your place to learn about the skills accumulated and lessons learned from a great marketer throughout the various stops on his career. Joining us today is Robin Bordoli, President of RollWorks, which is a marketing and data technology company that offers ambitious B2B companies an account-based platform to confidently grow revenue and measure the impact of marketing campaigns. Show NotesConnect With:Robin Bordoli: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this episode of Let's Talk ABM Declan chats to Randi Barshack, SVP Marketing at RollWorks, about the importance of taking a data-driven approach to Account-based Marketing. Here's what they cover: - The role of RollWorks in the ABM ecosystem - Why ABM is the hottest ticket in town - Advice on how to start an ABM program - What does the future hold for ABM

Welcome to Career Day, your place to learn about the skills accumulated and lessons learned from a great marketer throughout the various stops on his career. Joining us today is Robin Bordoli, President of RollWorks, which is a marketing and data technology company that offers ambitious B2B companies an account-based platform to confidently grow revenue and measure the impact of marketing campaigns. Show NotesConnect With: Robin Bordoli: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Jessica Cross, Manager of Demand Generation at RollWorks, a division of AdRoll Group, joins the Content Experience Show to discuss taking content beyond top of funnel to direct the entire customer journey.   Special thanks to our sponsors: Vidyard Uberflip Convince & Convert: Four Ways to Fix Your Broken Content Marketing   In This Episode How lead times differ between B2B and B2C Why content is much more than just top of funnel marketing How to address your customer's major questions through your content Who should be in charge of content ideation   Resources Uberflip Instagram for Tourism Marketing AdRoll Group   Visit contentexperienceshow.com for more insights from your favorite content marketers.