Dual Funnels and a Team-Based Approach to Sales and Marketing Alignment at ServiceMax

The next interview in this thought leadership series on sales and marketing alignment was with Pat Oldenburg, VP Demand Generation for ServiceMax. ServiceMax provides industry leading asset-centric field service management…

Fueled by Sales & Marketing Alignment, Go From Zero to IPO in Record Time, Interview with CMO of Axonius.

I recently spoke with Nathan Burke, CMO of Axonius. Axonius is a cybersecurity asset management platform that gives organizations a comprehensive asset inventory, uncovers security solution coverage gaps, and automatically…

Ways to Elevate Marketing Beyond the Building Blocks of Maturity

In order to move past simple building blocks and into more advanced marketing practices, vendors should be able to address differentiation and messaging in terms of business outcomes, not product…

Developing Marketing Maturity Starts with These Building Blocks

Demand generation for B2B is problematic. Those specifically tasked with this role in most enterprises face tremendous pressure from both sales & marketing leadership while simultaneously dealing with significant budget…

Getting Through to Buying Committees Requires More “Prescriptive,” Less “Descriptive" Content

Content marketing has come a long way since the days of overly stuffy whitepapers loaded onto supermarket-like websites offering a little bit of everything to everyone. We have witnessed the blossoming…

Executing High Performance Demand Generation, Interview with Jeremy Collins, EVP Marketing, Azuga

I virtually sat down with Jeremy Collins, EVP Marketing at Azuga, as part of a continuing thought leadership initiative sponsored by InsideUp. Our discussion was focused on sales & marketing alignment…

Accountability & Visibility Drive Sales & Marketing Alignment at Okta

I interviewed Corey Rawdon, Director, Lifecycle Marketing at Okta, for my latest article on Sales & Marketing Alignment as part of the thought leadership series sponsored by InsideUp. Background Corey’s…

Keyfactor Drives Revenue Growth with Sales & Marketing Alignment

I recently spoke with Jamie Walker, VP Marketing Keyfactor, as part of a continuing thought leadership initiative sponsored by InsideUp.  Our previous series focused on #buyingcommittees. This interview with Jamie…

At the Speed of Digital - A New Normal for Collaboration with Saranya Babu, SVP Marketing at Wrike

Introduction In my final interview for the InsideUp study on buying committees, I talked to Saranya Babu, SVP Marketing at Wrike. We had an interesting conversation about Wrike’s marketing strategy…

You Can’t Judge an Email by Its Subject Line – But What’s Offered Still Matters

A lot of time and energy is spent by cloud technology marketers creating catchy subject lines for emails. Some may even cross the line and send out-and-out teasers. You would think…

SaaS Vendors Would Do Well to Recognize the Growing Influence of IT in Buying Committees

Based on the results of a new study (sponsored by InsideUp), entitled “Cloud Technology Buying Committees: New Decision-Making Dynamics”, the operation of buying committees appears to have significantly changed in…

Getting on an Evaluation Shortlist Requires More Than Listening, It Requires Loitering

Over the past few years, the widespread availability of aggregated intent signals has enabled sales teams to obtain notifications when the online activity of various contacts within a target account…

Genefa Murphy, CMO, Talks About How to Influence Buying Committees with Thought Leadership

Introduction In a continuation of my interview (part of a study series sponsored by InsideUp on B2B IT buyers) with Genefa Murphy, CMO of Five9 and former CMO of Micro…

Business Outcomes Drive Differentiation Says Andrew Baird, VP Marketing, TierPoint

My latest interview, as part of an ongoing study series sponsored by InsideUp on the impact of buying committees, is with Andrew Baird, VP Marketing at TierPoint. TierPoint is a…

“Think Like the Customer”
Unit4 CMO Shares Her Perspective

I had the opportunity to speak with Julie Knight-Ludvigson, CMO of Unit4, as part of a study series sponsored by InsideUp on the impact of buying committees in acquiring cloud…

Genefa Murphy, CMO, Maps the Customer Journey as a Continuous Loop

As part of the InsideUp study series on B2B IT buyers, we sat down for a talk with Genefa Murphy, current CMO at Five9 and former SVP & CMO at…

Bill Hurley, CMO, Drives Growth By Aligning with Customer Lifecycle

My latest interview, as part of an ongoing study series sponsored by InsideUp on the impact of buying committees, was with Bill Hurley. Bill was most recently the Chief Marketing &…

Talking with Steve Arentzoff About Aligning Martech Stack with Business Strategy

I recently interviewed Steve Arentzoff as part of a study series sponsored by InsideUp on the impact of buying committees on the acquisition of cloud technology solutions. Steve is a…

According to SVP of Marketing at Five9, Contact Center Technology Transition to the Cloud Driven by Digital Transformation and the Pandemic

Understanding Customer Needs – A Perspective from Five9 I recently had the opportunity to interview Scott Kolman, SVP of Marketing at Five9, as part of an ongoing study series, sponsored…

Rules for Content Marketers to Live By

Regardless of the times or the season (or the crisis at hand), content goals remain largely unchanged; marketers still must provide buyers with messaging tailored to the questions and concerns…

How Personalization Gives Each Buying Committee Member Something to Chew On

Remember the last time you sat down and actually hand wrote a note to a good friend? As your hand danced across the page, putting down those words and sentences…

How Channel Partners Complicate Demand Generation

This is the second in a series of articles based on interviews with IT executives conducted as part of a study that looks at the evaluation and acquisition of cloud-based…

The Next Normal in Technology Demand Generation

I interviewed Samantha Foley, CMO of Turvo, as part of the InsideUp study series, “How Technology Buying Committees Make Faster Decisions”, which is focused on how IT Executives participate in…

How Technology Buying Committees Make Faster Decisions

How a Buying Committee is Formed For this, the first of many articles, I have been interviewing IT Executives (e.g. CIO, CISO, SVP/IT) as part of a study program I…

A New Research Study Explores How Companies Buy Cloud-based Technology

Demand marketing has always been a noisy pursuit, but a dearth of in-person events has created even more distractions this year. Technology buyers are hearing a lot about “digital transformation”…

5 Ways Artificial Intelligence is Being Utilized in B2B Marketing

In recent years, we have seen a dramatic shift towards the implementation of new technologies and artificial intelligence (AI) in B2B marketing. AI is currently being used to help execute…

Intent Data Monitoring – Panacea or Panic?

In DemandGen’s 2020 Demand Generation Benchmark Study, lead quality over lead quantity came in as one of the top two priorities for the year (the other being increased conversion rates…

Five Reasons Why Intent Data Can Suck (and how to fix it)

Intent data by itself, and derived solely from online behaviors, is not sufficient to identify and qualify “in-market” decision-makers. Most sales reps have encountered time-wasting “leads” trotted out in the…

Want to shorten the buyer journey? Here’s how to do it!

Understanding the buyer journey and how to manage it is critical to effective demand generation. The buyer journey encompasses every step a prospect takes leading up to a purchase decision—such…

Expert advice to increase your sales conversion rate

Many aspects (such as trade show marketing, executive retreats and in-person sales visits) of the B2B sales process have radically changed in 2020 while other things, like data-driven marketing and…

“The Tough Are Still Going”

From coast-to-coast in the US and in the far corners of the world, we are all in a fight to preserve the lifestyle we have known, stay healthy and take…

Are B2B marketing white papers still effective or obsolete?

There is an ongoing debate about the effectiveness of marketing white papers. Are they becoming obsolete? Do they still deliver significant value? Many marketers claim that white papers have seen…

How marketing can use conversations to qualify sales leads

Marketers plan and execute demand generation campaigns, using traditional tactics, to identify and qualify sales leads. The same digital marketing tactics have been used for years. But I’d like to…

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Ania Gerbaux

Senior Marketing Campaign Manager

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