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Sunny Side Up Podcast

Sunny Side Up Podcast

By DemandMatrix Inc.
A 15-mins podcast show that brings together real-world insights to help marketing and sales teams evolve and stay updated on new trends.
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EP 58 | CDPs, DMPs and A Quick Rapid Fire with Abhi Yadav, CEO & Founder at Zylotech

Sunny Side Up Podcast

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Ep. 95 | A Framework to Growth Marketing. -Ft. Rishi Mallik, Workato
In this episode, Rishi Mallik talks about leading growth marketing in B2B companies. Rishi also explains the growth mindset and how to utilize it in funnel optimization and across the customer journey. We discuss the framework for growth marketing and its critical parts. Contact Rishi Mallik | Follow us on LinkedIn
24:22
October 30, 2020
Ep. 94 | Introducing an Agile Framework into Marketing. Ft.- Aaron Ballew, Ping Identity
In this episode, Aaron Ballew talks about implementing an agile framework into marketing, specifically why he decided to implement it in his marketing department, how he eased the minds of his team during this change, and how they think about marketing performance after the transition to agile marketing. Aaron also offers insight into why engineers and people with backgrounds in math, software development, and statistics make great additions to marketing teams. Contact Aaron Ballew | Follow us on LinkedIn
22:16
October 30, 2020
Ep. 93 | Selling in a remote environment. Ft. Maria White, Twilio
In this episode, Maria White shares insights about getting comfortable in a remote environment and building the right mindset for virtual meetings. She also shares some great insights on how sellers can build an emotional connection with the prospects and have an impact on their virtual sales meetings. Contact Maria White | Follow us on LinkedIn
28:28
October 23, 2020
Ep. 92 | Growth marketing hacks with Wes Yee, Guru Technologies.
In this episode, Wes Yee breaks down all the aspects related to growth marketing right from the definition to the tips on getting started with growth marketing. He also shares insights on growth marketing tactics, the right metrics, and a guiding framework for growth marketers and aspirants. #embraceyourjourney Contact Wes Yee | Follow us on LinkedIn
23:49
October 16, 2020
Ep. 91 | Aligning marketing to the outcomes. Ft. Steve Arentzoff, Medallia.
In this episode, Steve Arentzoff shares insights and his approach towards building a marketing organization that’s focused on revenue. Steve touches upon different areas like martech stack, marketing data, and highlights the pitfalls to watch out for by demand generation teams while driving outcomes. Contact Steve Arentzoff | Follow us on LinkedIn
17:16
October 16, 2020
Ep. 90 | Consolidating Marketing Operations for achieving Scale. Ft.- Thani Gopalakrishnan
In this episode, Thani Gopalakrishnan takes us through his journey and shares insights on using the three dimensions- people, process, and technology as levers to solve business problems. He also shares his framework for marketing technology and best practices on managing data for marketing operations professionals. #simplifytoscale Contact Thani Gopalakrishnan | Follow us on LinkedIn
26:08
October 15, 2020
Ep. 89 | How Zoom setup their sales teams to manage high demand? -Ft. Hilary Headlee
In this episode, Hilary Headlee discusses sales operations, having agile teams, and aligning the sales organization for enablement initiatives. She also talks about how they set up their sales teams to manage a high product demand during the on-going COVID situation. Contact Hilary Headlee | Follow us on LinkedIn.
23:48
September 29, 2020
Ep. 88 | A framework for product marketing inspired by Dieter Rams's ten principles for good design. Ft. - Mukul Sheopory, RingCentral.
In this episode, Mukul Sheopory a product marketing leader at Ring Central talks about customer data-driven product marketing approach and shares his framework for product marketing inspired by the ten principles of good design by Dieter Rams. Contact Mukul Sheopory | Follow us on LinkedIn.
17:43
September 24, 2020
Ep. 87 | The updated definition of Account Based Marketing and it's future. Ft.- Gabe Rogol, DemandBase
In this episode, Gabe Rogol talks about the three different layers to the ABM approach and executing ABM at scale using a priority-based account segmentation method. Gabe also explains how personalization really depends on the data and resources available that ultimately affects the level of personalization and the complexity associated with it. We further discuss what the future looks like for Account-Based Marketing. Contact Gabe Rogol | Follow us on LinkedIn.
25:30
September 9, 2020
Ep. 86 | Should you hire an Agency for Demand generation and how to pick the right one? Ft. -Paul Cesar, Cloudflare.
In this episode, Paul Cesar, Digital Marketing Lead for demand generation at Cloudflare brings up an interesting conversation around the benefits of having an agency-driven model for demand generation and how should you go about picking the right one for your business. Contact Paul Cesar | Follow us on LinkedIn
17:44
August 25, 2020
Ep. 85 | Outcome-based approach to sales enablement. Ft. Stacey Justice, Workfront
In this episode, Stacey Justice, Vice President of Sales Strategy and Enablement at Workfront talks about how Sales enablement should always tie back to the ROI and business outcomes. Right now with COVID and remote work environment, sales enablement's role at companies becomes even more critical to help turn their sales reps into digital sellers. Contact Stacey Justice | Follow us on LinkedIn.
15:49
August 21, 2020
Ep. 84 | How to operationalize customer marketing? Ft. Jennifer Schulze, Epicor.
In this episode, Jennifer Schulze, VP of Product Marketing at Epicor talks about what customer marketing teams should really focus on to build better relationships credibility and trust and how to operationalize this in the organization. She also highlights the role of data and the right way to measure success. Contact Jennifer Schulze | Follow us on LinkedIn
25:20
August 21, 2020
Ep. 83 | Enabling sales teams with competitive intelligence to help build better relationships. -Ft. Matthew Coblentz
In this episode, we take a deep dive into the impact of competitive intelligence on sales performance and outcomes with Matthew Coblentz, a competitive intelligence expert at Salesforce. Learn how you can keep your sales teams well informed around the competition to handle objections effectively and to build better relationships. Contact Matthew Coblentz | Follows us on LinkedIn.
29:01
August 13, 2020
Ep. 82 | Building a strong sales team and identifying the A players. Ft.- Giovanni Riva, Pipefy
In this episode, Giovanni Riva, the Head of Employer Branding & Talent Acquisition at Pipefy shares insights on expanding into LATAM market and how to build high performing sales teams and nurturing the A players in your team.  Contact Giovanni Riva | Follow us on LinkedIn.
24:50
August 7, 2020
Ep. 81 | How to nurture talent and set yourself on a growth path? Ft. Alison Penny, Yext.
In this episode, Ali Penny, Senior Director of Recruiting programs at Yext who has helped build multiple teams, recruiting programs and innovative processes shares amazing insights from her experience to help professionals at every stage of their career get on the right path to success. Contact Alison Penny on LinkedIn. Follow us on LinkedIn.
19:43
July 31, 2020
Ep. 80 | A practical framework for optimizing marketing. -Ft. William Lum
In this episode William Lum an expert in marketing and marketing operations for a number of technology companies like Palo Alto Networks, Adobe, and Oracle shares his proven framework for optimizing marketing to help marketers get amazing results from their marketing efforts- right from identifying target accounts and buying teams to creating relevant content and generating quality leads for sales. Contact William Lum: Email- marketingoptimized@gmail.com | LinkedIn Follow us on LinkedIn
25:51
July 31, 2020
Ep. 79 | A framework to operationalize sales enablement. -Ft. David Gray, Epsilon
In this episode, David Gray presents a new outlook on sales enablement as a function that can help companies effectively utilize sellers by putting them in a position of becoming an informed marketer to further their relationships at every stage of the funnel. David shares a framework to operationalize sales enablement along with some key takeaways for enablement professionals. To learn more about this contact David Gray: LinkedIn | Email Follow us on LinkedIn.
18:13
July 29, 2020
Ep. 78 | 4 steps to creating a great brand and brand story- Ft. Kevin Sellers, Ping Identity.
In this episode, Kevin Sellers the CMO of Ping Identity digs deeper into the roots of marketing and the evolution of marketing technology while presenting an actionable template for marketers to build great brands and tell compelling brand stories. He covers many aspects surrounding the brand building and why having just the data and technologies is not enough for companies to win. Contact Kevin Sellers | Follow us on LinkedIn
20:36
July 24, 2020
Ep. 77 | How product marketers can create virtual experiences to drive audience engagement? Ft. Madhukar Kumar, Nutanix
In this latest episode of Sunny Side Up Podcast, Madhukar Kumar, VP of Product Marketing at Nutanix shares actionable insights for product marketers to build virtual experiences for customers and users and to overcome the challenges while building them. He talks about why you need to build these experiences and how to get started on it. Contact Madhukar Kumar | Follows us on LinkedIn
20:58
July 22, 2020
Ep. 76 | A better framework for business decision makers to analyze data effectively. -Ft. Jyoti Kukreja, ThoughtSpot.
In this episode, Jyoti Kukreja shares her insights on the data landscape along with a tried and tested framework called DIKA that helps you analyze the data and derive insights from it to drive meaningful actions. She also highlights the importance of Artificial Intelligence technology in helping business decision-makers surface data points that are often overlooked or are hidden but have a great impact on the decisions. You can contact Jyoti Kukreja on LinkedIn | Follow us on LinkedIn.
13:50
July 20, 2020
Ep. 75 | How brands can build a data relationship with customers? Ft. Gerry Murray
In this episode Gerry Murray makes us re-think customer data and highlights the responsibility of marketers as a steward of data and how brands can build better data relationships with customers by focusing on the input side of the data and being honest and open about the use of customer data. Gerry shares his framework for brands to get consent and gain the customer's trust in them when it comes to data. Contact Gerry Murray on LinkedIn | Follow us on LinkedIn,
30:08
July 17, 2020
Ep. 74 | 7 Steps to build a successful competitive intelligence program with Steve Rodenberg, Informatica.
In this episode, Steve Rodenberg shares insights on Competitive intelligence. We talk about the difference between competitive intelligence and market intelligence and understand the strategic and tactical role it plays in a company. Steve walks us through the different use-cases for it and shares his 7 Steps to build a successful competitive intelligence program. If you have questions related to competitive intelligence you can reach out to Steve on LinkedIn. Subscribe to our podcast and follow us on LinkedIn to get updates on the latest episodes.
24:52
July 15, 2020
Ep. 73 | How to make your virtual events work? -Ft. Liz Kokoska, Okta
In this episode Liz Kokoska, Sr. Director of Demand Generation at Okta, joins us to discuss creating teams and departmental alignment, pivoting to virtual events in the wake of COVID-19, and offers advice for anyone else looking to take the plunge into virtual events as she has and making it really work. Liz shares some great tips for marketers to make their next virtual events work. Use data to understand trends Get clear on the audience goals Build a super targeted list based on your ICP and personas Be time-zone focused Be creative Record the events to create on-demand assets Choose a good virtual platform Contact Liz on LinkedIn
20:38
July 13, 2020
Ep. 72 | What does sales enablement really mean and how to do it right with Stephanie White, Juniper Networks.
In this podcast, we speak to Stephanie White, a Global Enablement Tools Manager at Juniper Networks. Stephanie explains what sales enablement really means and how she helps sellers succeed using the right combination of tools, insights, and sales enablement initiatives. Contact Stephanie White to learn more about such best practices.
20:18
July 9, 2020
Ep. 71 | Going beyond the widely accepted 'MQL' model with Bill Kent.
In this episode, Bill Kent, a Senior Strategist at Bonfire Marketing, talks about how the current MQL model has flaws and it doesn't help salespeople succeed. He walks us through his approach of 'Going Beyond MQLs' to improve the quality of leads going to sales. You can contact Bill regarding this topic | LinkedIn.
28:46
July 7, 2020
Ep. 70 | Discussing sustainable marketing with Scott Caulfield from Bang Australia.
On this episode of Sunny Side Up, Asher catches up with Scott Caulfield, managing director of Bang Australia. Scott and Asher discuss Scott’s beginnings and his journey through his career to becoming a managing director at Bang Australia. Scott also summarises the biggest differences in dealing with the Americas and dealing with the Asia-Pacific region and how you might need a couple of playbooks for each country you’re dealing with. LinkedIn | Email
25:33
June 26, 2020
Ep. 69 | Addressing social issues and correcting a cultural wrong in society using Marketing with Deanna Ransom
On this unscripted episode of Sunny Side Up podcast, Deanna Ransom, a senior marketing leader and woman of color discusses recent events in the context of her corporate career and marketing practices. This episode explores various themes surrounding the #BlackLivesMatter movement which is broadening worldwide. Deanna concludes by citing marketing as a unique way of listening, understanding, and engaging with the audience. And that, by addressing difficult conversations in marketing, we achieve meaningful change in people’s mentality and broader society.
22:19
June 17, 2020
Ep 68 | Up your prospecting game using creative strategies for sales with Oscar Collingwood-Smith
In this episode, Oscar Collingwood-Smith from MindTickle shares some creative strategies that can help Sales professional prospect better and provide more value to existing customers.
20:26
June 1, 2020
Ep. 67 | Using Data science to solve challenges faced by marketers today with Piyanka Jain, Founder & CEO Aryng
In this episode, Piyanka Jain an expert on data science, AI, and machine learning shares her insights on how companies can leverage data to stay profitable and how marketing and sales can fill the demand gap due to COVID-19 crisis.
17:56
May 15, 2020
Ep 66 | Exploring Sales Tech Stack with Jeremy Donovan, SVP Sales Strategy and Operations, SalesLoft.
Learn the importance of having an amazing Sales Tech Stack for driving success for Sales teams.
22:32
April 16, 2020
Ep 65 | Top secrets for a successful video marketing campaign with Tyler Lessard, VP Marketing, Vidyard.
About Tyler Tyler is a passionate Marketing Leader with 15 years of experience in B2B marketing, sales enablement, content marketing, brand and video. He also reserves a passion for customer-centric problem solving, creative storytelling, and data-driven marketing
19:02
March 5, 2020
Ep 64 | The Future of SaaS and Email Marketing with Bryan Wade, CEO at Sigstr
After building and leading teams in B2B sales and accomplishing several core business goals as Chief Product Officer of Salesforce Marketing Cloud, Bryan started his stint as CEO at Sigstr back in 2017 with the sole aim of building a product that creates the next frontier in email marketing. Bryan participates in this episode of Sunny Side Up to share his tips on Email Marketing, on specific B2B marketing challenges and of course to discuss the future of SaaS! 
16:25
October 30, 2019
Ep 63 | B2B Marketing Tips with Sam Melnick, VP Market Insights & Growth at Allocadia
Sam Melnick, VP of Marketing at Allocadia joins us in this episode of Sunny Side Up to share his thought-leadership on top revenue driven B2B marketing strategies that can impact overall goals and your company bottomline.
11:14
October 29, 2019
Ep 62 | Best Practices for B2B Product Marketers, with Pedro Arellano, Vice President, Product Marketing at Looker
Pedro Arellano joins us in today’s episode of Sunny Side Up to share his expertise on evergreen B2B go-to market and product marketing strategies! With over twenty years of experience in the data and analytics industry, Pedro has relevant industry experience and expertise in various aspects of technical, professional , product management and marketing roles and we’re excited to hear his thoughts in this episode! 
10:00
October 29, 2019
Ep 61 | A Quick Chat on B2B Sales and CDPs with Chris Slovak, VP of Global Sales Solutions at Tealium
We’ve all seen the growth in demand for CDPs in both the B2B and B2C marketing and sales domains. Optimizing the use of your customer data platform is essential to ensure teams get full value out of it. In this episode we have Chris Slovak, VP of Global Sales Solutions at Tealium share his thoughts on some best practices for B2B sales and the use of CDPs! 
12:48
October 29, 2019
Ep 60 | A B2B Data and Marketing medley with Toby Daniels, Co-founder and CEO at CrowdCentric
On this episode of Sunny Side Up, a B2B podcast hosted by DemandMatrix, we have Toby Daniels,  Co-founder and CEO of Crowdcentric Media and Founder of Social Media Week join us to share his thoughts on what everyone in B2B marketing loves- data while also sharing his thoughts on trending B2B marketing strategies. 
16:27
October 29, 2019
Ep 59 | Tips to Harness Data for Better Marketing ROI with Patrick Pitre, Data Management & Business Intelligence at IBM
In today’s data driven marketing and sales environment, we all know how crucial it is to simplify data and make it easier to use in order to fuel better marketing and sales results. In this episode we have Patrick Pitre of IBM join us to share tips on harnessing data for better ROI. 
12:27
October 29, 2019
EP 58 | CDPs, DMPs and A Quick Rapid Fire with Abhi Yadav, CEO & Founder at Zylotech
In this episode of Sunny Side Up, we welcome Abhi Yadav, Founder and CEO of Zylotech, a self-learning Customer Data Platform. As an Entrepreneur and Technologist, Abhi is known to be passionate about AI/ML and loves to solve problems and build products that sit at the intersection of data, decision-making, and marketing. He has worked with several enterprise brands across the retail, technology and financial industries. In this episode, Abhi and our CEO Meetul Shah have a quick debate on CDPs and DMPs and the future of these technologies in a typical B2B marketing stack.
26:52
October 25, 2019
Ep 57 | Tackling B2B Content Marketing Challenges with Michael Brenner, CEO, Marketing Insider Group
We all know how content is key or rather, as you’ve often heard it being said – content is king to any B2B marketing strategy. And that’s why we have Michael Brenner, CEO of Marketing Insider Group, join us on this episode of Sunny Side Up. At Marketing Insider Group, Michael has worked with over 75 brands to build out effective content marketing and employee activation programs. Michael has been recognized as a Forbes top CMO influencer, a Top Business Keynote Speaker by the Huffington Post and a Top Motivational Speaker by Entrepreneur Magazine and it’s a pleasure to host him on our podcast! 
13:11
October 17, 2019
Ep 56 | Partner Relationship Management for B2B Companies with Mark Rogers, Chief Revenue Officer at Impartner Software
Mark Rogers, Chief Revenue Officer at Impartner Software, a leading SaaS-based Partner Relationship Management solution joins us in this episode to share his thoughts on the evolution of the SaaS marketplace while also throwing light on proven tips and strategies that can optimize B2B Partner Relationship Management and go-to market strategies.
26:05
October 15, 2019
Ep 55 | An ABM Primer with Masha Finkelstein, Martech Innovation and Best Practices at Intuit
On this episode of Sunny Side Up, (a podcast hosted by DemandMatrix), we have Account-based Marketing expert Masha Finkelstein join us to discuss – well – everything ABM under the sun!  Masha led Growth Marketing at Google Cloud until recently and then moved over to Intuit as Marketing Technology Innovation and Best Practices at Intuit. She shares her expertise when it comes to designing, implementing and optimizing an ABM campaign with us in this episode.
18:13
October 10, 2019
Ep 54 | The Future of B2B Channel Marketing with Jay McBain, Principal Analyst of Global Channels at Forrester
Jay McBain, Principal Analyst of Global Channels at Forrester joined us on the Sunny Side Up podcast hosted by DemandMatrix in this episode!  Jay leads Forrester's research and advisory for global channels, alliances, and partnerships. In this episode, our CEO Meetul Shah discuss the future of channel marketing within the B2B and Tech marketing domain with Jay , given his extensive background in channel leadership, sales, marketing, and operations, …so well, there’s lots to uncover and learn from this conversation!
19:20
October 7, 2019
Ep 53 | The Future of Technology and Mankind: A conversation with Tech Entrepreneur- Atul Jalan
Atul Jalan, the founder and CEO of leading B2C Customer Data Platform Manthan discusses the future of tech and its impact on mankind in this interesting conversation.  About Atul Atul is a serial tech entrepreneur and founder of Manthan, a platform that offers artificial intelligence (AI) and analytics as a service. Before Manthan, Atul ran three ventures. Atul is also the author of the book Where Will Man Take Us? About Manthan Manthan offers a portfolio of analytics-enabled business applications, advanced analytics platforms and solutions that are developed to help users across industries walk the complete data-to-result path – analyze, take guided decisions and execute these decisions real-time. Key takeaways from the episode 1. “A blog on how data and data analytics will be the last frontier in computing resulted in the idea behind Manthan.” 2. “Everything is data today, we try to solve consumer focused business problems (B2C) and the journey is amazing. This is the time to be doing all of this.” 3. “Today’s consumer is a newly empowered customer and it takes a deeper understanding to give them what they need and want. “ 4. “The problem with today’s consumer is that they are already intelligent and knowledgeable. You have to be authentic with them.” 5. “To my mind, to address key objectives of customer experience and to provide a very individualized customer experience is integral.” 6. “It is important to avoid taking shortcuts while planning and implementing a CDP solution or any other tech solution that breaks down data and analytics.” 7. “Using your marketing automation and infusing it with more intelligent marketing communication will drive results and personalization.” 8. “Always remember, Technology is not just for marketing or for a specific purpose anymore! It’s everywhere and we use it all the time, for everything – to improve our lives and make it more convenient.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
21:45
September 23, 2019
Ep 52 | B2B Data Storytelling and Data Literacy with Spencer E. Sobczak, Enterprise Account Executive at Theia
Spencer talks about the need for better data storytelling and data literacy within the B2B marketplace in this episode.
14:39
September 18, 2019
Ep 51 | B2B Sales, SalesTech and Sales Tips with Brandon Bornancin, CEO at Seamless.ai
Serial Salesperson, 3x Multi-Million Dollar Entrepreneur, Author, INVESTOR and expert speaker on sales, marketing and entrepreneurship- Brandon Bornancin joins us on the Sunny Side Up podcast by DemandMatrix to discuss B2B Sales techniques that make a difference! About Brandon Brandon Bornancin is the founder and CEO of SeamlessAi and is known to be a sales obsessed entrepreneur, leader, author & investor! About Seamless.Ai SeamlessAi was started by Brandon Bornancin and a group of award-winning entrepreneurs who are working to disrupt the B2B Sales industry. Key takeaways from the episode “I built Seamless.Ai because I needed to sell faster!” “Seamless.Ai helped me make over 7 figures in sales in a year! And I wanted to help the industry do the same!” “Over a course of a decade I wrote thousands of sales scripts through my roles at IBM and Google. And I always felt, if I don’t let the industry see this or help them lift their sales with this, its not worth it.” “Thousands of SaaS companies have the right software perhaps, but their Sales won’t know what to say and they won’t know how to sell to let’s say thousand people per day!” “My company almost went bankrupt three times! But that led to a new learning curve.” “The first 3-5 years are usually startup hell, but after that, it is all experimentation and expansion. I’m on a mission to build a million dollar company even if it means losing everything I own.” “Pick a niche to get rich when you sell in B2B! Don’t sell to too many people. Sell one thing to one person in an industry at a time.” “Go laser-specific when you need to target or sell something to someone. Write all your sales cold scripts and pitches, ads and case studies aligned to that one persona at a time.” “Persona based outreach will always cut through the noise faster.” “Messaging based on one persona will ensure your audience reacts to you and engages with you more!” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
21:52
September 13, 2019
Ep 50 | Adding Hire Power to your Tech Marketing team: In conversation with Rick Girard
Rick Girard, the Host of the Hire Power Radio show who is also the CEO of Stride Search Inc, (an agency focused on disrupting the Recruiting & Talent Acquisition space) shares interesting hiring tips to help you transform how you hire and shape your Marketing and Sales teams. About Rick Rick is a Talent Acquisition Leader and serves as the CEO of Stride Search. He is also the host of the Hire Power Radio show. About Stride Search Stride Search is on a mission to help startups gain a competitive advantage by formalizing a process to maximize candidate hiring and engagement. Key takeaways from the episode “When it comes to candidate engagement: it’s all about treating people the way they’d like to be treated.” “There’s not enough care and thought that’s put into building an interview process and understanding what it is that your company needs.” “People don’t really know how to interview for a cultural fit, but they know how to interview to identify skills.” “I’m a big believer of hire for culture first and skills second, because skills can be learnt. But you need the people with the right attitude.” “This is especially important for a small set-up or culture.” “As a culture, you want to be able to offer upskilling and augmenting options to your candidates and team. You need to be career-minded of the people you do have.” “When you bring in someone better, they help elevate the success of the entire company.” “You should always be talking to your people to understand what they want and where they want to be fit.” “It is important to try and provide something more than just monetary benefits.” “There’s still talent shortage and you need to go out and be pro active to find the right people.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
18:30
September 9, 2019
Ep 49 | CRM Best Practices for B2B Marketing Teams with Jon Ferrara, Founder and CEO at Nimble
Jon Ferrara, the pioneer and creator of #CRM solutions and Founder/CEO of Nimble LLC a social CRM service for small businesses joins us on Sunny Side Up to discuss the future of Customer Relationship Management within the B2B segment.  About Jon Jon is a tech entrepreneur best known as the co-founder of Goldmine Software Corp. He is the founder of Nimble which is also his most recent venture. About Nimble Nimble is a smart CRM that works directly inside your Office 365 or G Suite inbox. Top takeaways from the episode “I think my passion was inspired by my youth because our president decided to spend trillions of dollars to send men to the moon and as a young boy growing up watching the Mercury Gemini and Apollo programs do what they did, I wanted to be like that and I saw that the emergence of microcomputers was a way for me to tap into that technical side.” “I believe people sell what they know and they know what they use.” “The way that you build a brand is- you need to tell stories and get people to tell those stories because it’s more powerful when other people talk about you than when you talk about you.” “So the marketing technology stack if you will has to include at its basics some type of marketing automation system that helps you to do lead qualification and you can think of that as the bomber flying over the battlefield that drops bombs to soften up the battlefield, but to win a war you’ve got to put boots on the ground!” “But the thing is that there’s two hundred twenty five million global businesses, less than 1 percent use any CRM. So what does that tell us? That tells us that CRM systems don’t really serve the masses.” “I share content on Twitter Facebook and LinkedIn thought leadership materials on social sales and marketing. And then I listen and engage in order to connect those conversations into mutually beneficial relationships.” “The more digital we get the more human we need to be.  We need to take digital conversations face to face.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
34:34
September 4, 2019
Ep 48 | Tech Entrepreneurial Tips and the Future of the SaaS Marketplace with Nick Bonfoglio, Founder and CEO at Syncari
Nick Bonfoglio, CEO and Founder of Data Management Platform- Syncari and Former founding CEO of Aptrinsic shares interesting entrepreneurial learnings and takeaways while also discussing his thoughts on the future of the DaaS/SaaS marketplace.  About Nick Prior to starting Syncari and Aptrinsic, Nick was the EVP of Global Products at Marketo where he was responsible for product, engineering, cloud operations, technical support, and security services. Nick has over 25 years of experience working in product development, technology and customer service. About Syncari Syncari is a new Data Management Platform currently in stealth mode. Top ten takeaways from the episode “The trick as an entrepreneur is knowing when to dive deeply into the business during various stages of growth.” “I love to build products that move the needle for users. That’s why I’m an entrepreneur today.” “I really want to build a big successful, public company” “We are nearing a stage in SaaS where features and products are emerging and evolving all the time” “There’s a huge problem in businesses when it comes to data quality and data management, an average company will have 100,000 records but will spend 4M dollars on data quality issues! We want to fix these issues.” “Data quality when you’re doing a Marketing campaign is absolutely critical.” “Marketing teams are once again going through a transformation. Nothing is working like before, I see more multimedia and targeted outbound and Relationship Management becoming more important. At Marketo we called this hyper-personalization with an Account-based focus.” “Data quality and Data Relevancy and Data Consistency is just immensely critical to ensure people are attacking the right things.” “As a new entrepreneur to go slow and make sure that there is an adequate product-market fit is key to driving goals.” “I would resist the urge to raise a lot of money right in the beginning.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
11:11
August 29, 2019
Ep 47 | Customer Experience Tips to enable a better B2B journey with Carlos Hidalgo, Founder and CEO of VisumCX
Carlos Hidalgo, the author of Driving Demand (2015) and The UnAmerican Dream (2019) and Founder/CEO of Customer Experience agency VisumCX speaks to us today to talk about his journey, his books and how marketing and sales teams can enable better B2B customer experiences.  About Carlos Hidalgo: Carlos is a 25-year business veteran who has held several corporate roles, started his own entrepreneurial ventures and served in non-profits. Carlos is a keynote speaker who regularly discusses topics on marketing, business leadership, B2B customer experiences. About VisumCX: VisumCX is an agency that is focused on working with mid-market companies to enable and deliver better customer experiences. Top ten takeaways from the episode: “My book The UnAmerican Dream is about this hustle that everyone is all about today. It talks about the balance we need between our professional and personal lives.” “There’s a clear difference between customer service and customer experience. Often times , companies can provide stellar customer service because of a bad customer experience.” “Organizations confuse the two, they often feel that because they provide a good customer service, it takes care of the customer experience aspect.” “Customer experience starts long before anybody buys anything.” “If a customer has a bad experience when on the website or when looking for product information, that’s already impacted their perception of your brand!” “It is important to look at the full buying journey to create a better customer experience.” “A good CX starts with a good employee experience as a base. It is important to work up from that level, to understand the mission of the company and the experience that the company wants the customer to feel.” “There’s now a California Gold Rush in the B2B marketing segment- with too much martech! Companies are buying into martech without a clear vision of what they want the tools to do or without a clear understanding of how to fully optimize value from them.” “It is crucial for teams to define their strategy before investing in martech or any tech.” “The fact that people are paying more attention to data and they are looking more at what they can do with it also helps plan interactions with the customer the way they want – thereby creating a better overall customer experience.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
19:50
August 27, 2019
Ep 46 | Account Management Tips to Boost B2B results with Julien Thuy, Enterprise Relationship Manager at Glassdoor
Julien Thuy who is an Enterprise Relationship Manager at Glassdoor (UK) shares interesting tips on Account Management and B2B Enterprise Relationship Management to help boost your end results.  About Julien Julien is a seasoned Enterprise Relationship Manager and Account Manager who has worked with leading companies like Blue Jeans Network in the past. About Glassdoor Glassdoor is one of the world’s largest job and recruiting sites. Their mission is to help people find a job and a company they love. Glassdoor pairs the latest job listings with information from employees on what it’s like to work at a company, such as company reviews and salary details. Glassdoor helps employers recruit and hire quality talent. Top ten takeaways from the episode: 1. “Finding new strategies for business is always a crucial part of everyday for me!” 2. “Users come to Glassdoor because we have a network of high quality users and employees.” 3. “I like to meet with the right people in a company and find out why they would need a solution like ours before I start a Sales conversation.” 4. “Knowing your customers like the KYC process in the banking industry can actually be useful in B2B!” 5. “You can’t have the same material sent to everyone. Having the right message for the right person is easy to do when you build a good business/enterprise relationship. For this to happen, you need to have the right mindset and not be just a random sales guy!” 6. “Try to think of Account Management as treating your clients like you treat your colleagues!” 7. “I like to build Enterprise Relationships with this in mind: partnering together to achieve goals together.” 8. “You have to have regular reviews to understand changing customer behavior to understand when is the right time to upsell/cross-sell something.” 9. “By talking to clients and partners regularly, it is easier to build a relation and identify upselling/cross-selling triggers.” 10. “Ask the right questions to get the right results!” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
12:19
August 23, 2019
Ep 45 | Innovative Marketing and Martech Tricks with Jennifer Pockell Dimas, CMO at Gigster
Jennifer Pockell Dimas, a marketing leader who was spearheaded business growth in enterprise software companies like Plex, Demandbase before  starting her stint as CMO at Gigster shares interesting techniques to boost your B2B marketing.  About Jennifer  For over 20 years, Jennifer (Jen) has led marketing at high growth enterprise software companies like Plex, Demandbase, Egnyte, Polycom and Hyperion. Currently, as CMO at Gigster, Jen engages with our global customers and prospects about the benefits of digital transformation. She also extends and celebrates the Gigster Talent Network and amplifies the Gigster brand. About Gigster  Gigster provides a quick and easy way to build custom software solutions.   Top ten takeaways from the episode:   1. “How well you create a foundation for a 100% ABM approach is crucial to long-term growth and results.”  2. “You can use various inputs from your data and insights to constantly monitor your prospects and plan appropriate cadence to get better engagement.” 3. “Everyone in marketing needs to work on a very clean and well articulated representation of their brand!”  4. “How can we articulate who we are and what we do uniquely in a concise and powerful way.”  5. “There’s a difference between amplifying a brand and defining a brand!”  6. “A good corporate positioning workshop that represents every function of the business helps in building that aligned brand message.”  7. “If we are evolving our marketing programs all the time, there may not be a post form world anymore because of the tools and digital signals available to us today!”  8. “A form at this point is something we are all comfortable with but I don’t think it is something that is helpful in a buying process!”  9. “A must-have in any marketing campaign – focus on your customer!”   10. “Always think from the perspective of your customer and how you can add value to their work and life!”  About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
12:58
August 21, 2019
Ep 44 | Driving Impactful B2B Marketing Strategies with Tom Treanor, Global Head of Marketing, Arm Treasure Data
Tom Treanor, Global Head of Marketing, Arm Treasure Data discusses everything under the sun when it comes to B2B marketing, from what keeps marketers in this segment up at night to better strategies that drive your ABM results!  About Tom As Arm Treasure Data’s Global Head of Marketing, Tom is responsible for driving the overall marketing strategy for Treasure Data’s CDP (Customer Data Platform) and IoT Data Analytics solutions. About Arm Treasure Data Arm Treasure Data is an Enterprise CDP that integrates and uses marketing data from multiple different platforms. Top ten takeaways from the episode: “Customer data is often optimized around a certain function – it’s important today for marketing teams to integrate all this data before using it to understand the customer.” “Marketing today is now driving the conversation in most B2B companies.” “Generation of Account-based focused marketing from all groups, whether its sales or others is an important trend that needs accurate measurement of results.” “The fundamental of personalizing any campaign starts with understanding all the different aspects of the customer – how they respond to campaigns, etc. If you personalize without understanding this, you will be marketing to prospects who don’t like what you’re saying.” “Quality interactions are crucial in B2B, more than in B2C – that is where a CDP can help B2B marketing teams.” “Because most tools are optimized around a certain function, they don’t provide the raw data that helps all-round understanding of customer behavior.” “It is crucial to have a neutral place to gather all your data, run analysis and activate around it.” “What we say is a trend of companies putting one person in charge to administer customer data.” “The main pain point any CDP solves is aligning disparate data.” “Sometimes, lack of clear ownership of customer data can be a drawback or challenge for teams.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
13:20
August 19, 2019
Ep 43 | The Story Behind TrustRadius: In Conversation with Vinay Bhagat
In this episode, Founder and CEO of top rated review site TrustRadius- Vinay Bhagat discusses his entrepreneurial journey while also breaking down the future of the SaaS marketplace.   About Vinay and TrustRadius Vinay is a serial entrepreneur who conceived TrustRadius after experiencing challenges when buying enterprise solutions at his last company. Prior to founding TrustRadius and his earlier company – Convio, Vinay served as a Director at Trilogy Software and a Consultant at Bain & Company in London, Hong Kong and Kiev. He holds an MBA from Harvard Business School where he graduated as a Baker Scholar, an MS Engineering Economic Systems from Stanford University, and a MA Engineering Information Sciences from Cambridge University with First Class Honors. When he’s not working, Vinay loves spending time with his kids, swimming and the occasional squash game. Top ten takeaways from the episode: “The epiphany for TrustRadius came when we were procuring technology to run our own business. In one case, we rolled out a tool that wasn’t the right fit for our team. Without doing sufficient diligence to see how the product would work in our case led to a great degree of buyer’s remorse!” “3 Trillion Dollars are spent on enterprise technology purchase every year. Businesses need trusted buyer reviews to make the right technology choice.” “One of the rules we always follow – Put the Buyer First.” “The SaaS marketplace is proliferating. Software will become more pervasive. And with time, the idea of owning a software will eventually be replaced by subscription-only models.” “The democratization of IT purchasing boosts the demand for trusted buyer review sites like ours.” “When it comes to customer reviews, people come to read them because they are looking for the other side of the coin – they want to understand what the cons are for a particular tech product.” “No longer are people choosing technologies purely on the basis of a brand name anymore.” “We’ve seen a tremendous growth across the board in martech. There are certain categories like Customer Data Platforms that are gaining popularity.” “Having a more systematic way to gather customer feedback will be more and more critical.” “The combination of a very focused advertising campaign teamed with a strong conversion page can be a compelling strategy for any Account-based Marketing strategy.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
26:15
August 12, 2019
Ep 42 | Data Management Tips and Techniques with Christopher Penn, Co-founder and Chief Data Scientist at TrustInsights.ai
In this episode, we discuss top Data Management Tips and Techniques with Christopher Penn, Co-founder and Chief Data Scientist at TrustInsights.ai About Christopher and TrustInsights.ai Christopher is an established expert on analytics, digital marketing, and marketing technology. As a recognized thought leader, author, and keynote speaker, he has helped shape four key fields in the marketing industry. He co-founded TrustInsights,  a Marketing Data and Analytics Consulting in 2017. Top ten takeaways from the episode: “As a “Data detective”, you have to keep an open mind because you don’t know what is going to happen next!” “The serious problem today is that, if you don’t know where your data is or what quality it is in, you will have a fundamental problem. Adding  more data to this is not going to do anything.” “I follow the 6 Cs when it comes to dealing with data mismanagement issues!” “If your data is not in the format for both people and machines to use – there will be problems later on.” “People are thinking of compartmentalizing their functions and data today. They have all these ingredients that they need to optimize. But they need to first understand what the goal is that they want to achieve first.” “The problem with all the tools out there is that they are just tools. You need to have the tools but before the tools, you need to have a plan.” “It’s never a good idea to have technology for technology’s sake.” “Except for the most progressive companies, most B2B marketers are doing the same thing that they did before.” “When you talk about B2B data, things like do you know who your customer is, do you have the right analytics are all important. But companies need to get better when it comes to using all these software to understand their data.” “Companies need to get smarter about bringing in relevant third-party data to augment their efforts.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
29:17
August 2, 2019
Ep 41 | Top B2B Revenue Generation Trends with John Common, Founder and CEO at Intelligent Demand
John Common discusses key B2B Marketing and Revenue Generation trends with us in this episode.   About John: John is the CEO and founder of Intelligent Demand. Throughout his career spanning over 20 years, he has focused on creating measurable revenue growth, from inside the org chart, as well as a trusted agency partner. About Intelligent Demand: Intelligent Demand is a full service revenue agency that helps clients find, keep and grow relationships with their ideal customer base. Top ten takeaways from the episode: “At Intelligent Demand, we try to be the answer to the ever evolving question: what does it take to grow real revenue and bring your brand to life.” “The master trend right now in the B2B space is Account-based Marketing or Account-based Sales. Though here at ID we like to call it Account-based Revenue.” “I’m seeing a continued rise of the Sales Development function within B2B.” “Obviously, we are seeing a renewed focus on Data that’s driven by Account-based Marketing and also the rise of privacy laws.” “B2B companies have started taking Customer Experience more seriously today.” “A common mistake I still see is people adopting technologies and tools hoping to see magic from them.” “Marketing alone cannot transform performance. Revenue growth is a team sport.” “You need deep cross-functional relationships between teams to ensure best results from any revenue generation strategy.” “Stakeholder alignment is crucial throughout a business journey.” “At the core of any strategy, always remember that not every account is equally valuable to you.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
24:40
July 19, 2019
Ep 40 | B2B Product Marketing Trends with Sophie Asher, Senior Product Marketing Manager at Twilio
Sophie Asher,  International Product Marketing Manager at Twilio breakdowns key Product Marketing and Go-to Market trends in B2B with us in this conversation.   About Sophie: Sophie is an enterprise go-to-market specialist and product strategy leader with proven expertise in creating effective enterprise positioning. About Twilio: Twilio is a cloud communication platform that helps build SMS, Voice & Messaging applications on an API built for global scale. Top ten takeaways from the episode: “In Product Marketing today, there are a couple of different broad trends today. But the focus is increasingly shifting on being more customer-centric when driving decisions.” “I think one of the key sources of data is always around the key customer base – what trends you see in terms of HOW customers use your product, what kind of buyers they are, what industry they belong to – that helps to be a starting point when testing various hypothesis down the road.” “Interactions with your customers and keeping a tab on how they are interacting with you across your channels is always crucial.” “The role of Product Marketing Managers could increasingly evolve to becoming more involved in overall business strategy with a focus on creating better use cases and product integrations.” “Some of the biggest challenges in Product Marketing is differentiating your product in a crowded space. Particularly getting customers to believe they need your product over others.” “Product Marketers who have a broad cross-functional experience will be able to bring in better expertise with the changing dynamics.” “Tying back some of the technical benefits of a product to the customer’s benefit besides focusing on how different it is crucial to creating that valuable engagement.” “I think its important to think not only about the immediate users of your product but to also talk about the impact it can have.” “Becoming a trusted thought partner for your customer is important to ensure a good flow of communication.” “Always focus in providing content that is valuable and not always promotional.”  About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
13:36
July 12, 2019
Ep 39 | B2B Growth Marketing Trends with Jorge Selva, Senior Growth Marketing Manager at G2 Crowd
In this episode, we discuss key Growth Marketing trends with Jorge Selva, Senior Growth Marketing Manager at G2 Crowd:   About Jorge: Jorge Selva discusses his journey from the B2C to the B2B domain and shares the similarities between the two that have helped him thrive.  About G2 Crowd: G2 Crowd is one of the world’s leading peer-to-peer review websites that helps compare the best business software and services based on user ratings and social data. Top ten takeaways from the episode: “Its been fun for me to go from B2C to B2B and explore the many similarities between the two in terms of behaviors and trends.” “Communication is a fundamental issue when it comes to key challenges among marketing and sales teams for instance.” “We focus on better ways to build out profiles of our target audience to figure out which are the best personas to target.” “One of the main drivers is figuring out how to speak to your target personas and create content accordingly.” “Tools that provide buyer intent data and tell you who is in market at the moment helps align marketing dollars.” “We use intent data and insights in alot of our nurture sequences to explain some of our benefits and how we stack up against our competitors.” “Any stage of the funnel where you can explain your product better helps move customers across their journey.” “A big first-part to ensuring optimized ROI is always to ensure that every team and system is working the way they should be.” “Keep an open communication with your sales team at all times.” “The main role in Growth Marketing is testing all the time. What worked yesterday may not work today.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
15:59
July 8, 2019
Ep 38 | Martech with Chiefmartec - In conversation with Scott Brinker
In this episode, our CEO Meetul Shah discusses martech with none other than chiefmartec– Scott Brinker! About Scott and Chiefmartec: Scott is an entrepreneur, technologist, marketer, author and most famously also often referred to as the Father of the Martech Industry, especially because of his martech landscape chart! His popular chief marketing technology blog cheifmartec.com serves as a one-stop-shop for every #martech need.  Top ten takeaways from the episode: “I would have LOVED to end up somewhere in the music industry! My work is actually easy compared to them!” “I look back at the number of companies from 2011 and a large number of them have been acquired. Very clearly, consolidation happens. The natural course is – innovation cycles lead us to consolidation.” “The net number of software companies continues to increase globally. But the same pattern follows in most segments.” “Stuff like Uber didn’t even exist before. But they changed how people thought about transportation! Now transportation-as-a-service is a flooded market! Think about it. Things keep emerging and when something new emerges it makes us all think.” “I don’t know any marketer who says that everything they need they have through their tools and technologies. There is a lot of scope for innovation here.” “Everyone needs something that connects to other areas of the business in order to bridge silos.”  “People want a mix today- the smallest number of tools that at the same time help them beat their competitors! Everyone wants to be a Hero CMO!” “There is a lot happening in martech and marketing for any one company to solve entirely.” “It is crucial to have better foundational platforms.” “As software providers, it is now important to give CMOs the best of both worlds.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
24:24
June 28, 2019
Ep 37 | Key B2B Demand Generation and Data Quality Trends with Brian Hession, VP of Data Quality and Innovation at TechTarget
In this episode, Brian Hession, VP of Data Quality and Innovation at TechTarget discusses key Demand Gen and Data Quality trends that will disrupt the B2B Marketplace.   About Brian and TechTarget: Brian was the President & Founder of Oceanos (acquired by TTGT.)  Brian is a thought-leader and known to be an innovator who helps companies improve their demand generation initiatives with the aim of driving maximum revenue from it. He advises teams to ensure an optimal application of data and technology to produce better results. Under his leadership, Oceanos held a market leader position for a decade. Top ten takeaways from the episode: “I spend a lot of time collaborating with multiple teams to ensure everything is optimized.” “The trend today is connecting first-party data to third-party sources to gain a richer view of the customer and the marketplace.” “Sales and Marketing are now better equipped to create robust profiles of their target customer.” “It is always crucial to keep your contact data in good shape.” “Third-party behavioral data can help create maximum value by creating more aggressive messaging.” “More and more Teams should ensure they are helping contributing to Sales productivity.” “In today’s environment it is important to use multiple sources of data to improve decision-making. The breakthrough we are seeing is based on what insights a particular team really needs, they then work backwards to ensure they get those insights from the right data set.” “Connecting better data input to AI-powered messaging helps marketing teams to be more timely and relevant in their messaging.” “Poor contact data will sabotage anyone’s ABM process.” “Teams are moving from a more modelled persona to more relevancy in messaging and campaigns.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
13:26
June 24, 2019
Ep 36 | The Story behind Lately Inc and the Growing need for Social Media Management Platforms: a chat with co-Founder and CEO Kate Bradley Chernis
In this episode, we had Kate Bradley Chernis talk about the inspiration behind Lately Inc and the latest social media marketing trends that are prevalent in the B2B and Tech marketing domain.  About Kate and Lately Inc: Kate Bradley Chernis is the Founder & CEO of Lately, an AI-powered marketing dashboard that helps reinvent marketing processes to give individual marketers the power to create and scale smarter and more consistent messaging.  Kate initially created the idea for Lately out of spreadsheets for her then-client, Walmart. Well, not just Walmart but also tens of thousands of local, small business and nonprofit affiliates who were all using her spreadsheet system – because they all had the same problems – lack of coordination, widespread redundancies, no proper visibility and no organization.  Prior to starting Lately, Kate served 20 million listeners as Music Director and on-air host at Sirius/XM.  Top ten takeaways from the episode: 1.”I was a rock and roll DJ in another life!” 2. “It was during a trying time and week that I met some Angel Investors who loved me and my idea and wanted to give me the initial fund to start this!” 3. “What was so interesting with the Walmart project is that what I created for them helped other businesses with the same kind of marketing challenges.” 4. “The spreadsheet system I created became a map for marketers. Because, in a big way, marketers have to do alot of the same thing again and again.” 5. “As social engagement tools go,  tools like Lately literally help curate and scale social media marketing in minutes. The demand for social engagement will always be there because its a channel that can help marketers with revenue. So optimizing social channels enables that effort in many ways.” 6. “While we are an AI-powered company, one of the things we often tell our customers is that our goal with AI is to help marketers with their efforts, but at the same time we tell them that they cannot remove the human element from their writing when marketing anything.”  7. “It is important to retain one-to-one elements of personalization and communication.” 8. “About 80% of what an external agency can do is what a social engagement tool can help small and medium businesses do in half the time.” 9. “Marketers now have to say the same thing differently, in different ways across multiple channels. That’s the biggest challenge today.” 10. “People spend hours writing long form content. But that content needs to be re-purposed and re-shared many times after that, that’s one of the main purposes of social media engagement tools like Lately Inc – to help marketers scale.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
36:28
June 14, 2019
Ep 35 | Talking about Trending B2B Sales Strategies and Sales Technologies with Jim Dickie, Partner at Sales Mastery
In this episode we had Jim Dickie, Partner at Sales Mastery discuss latest trends in B2B Sales and Marketing. About Jim: Jim Dickie is a Co-Founder of CSO Insights and Research Fellow for Sales Mastery; an independent research firm that focuses on profiling case study examples of how firms in the B2B marketplace are leveraging sales process, CRM, AI and knowledge to optimize revenue performance. Jim has over 30 years of sales and marketing management experience. Jim began his career with IBM and Sterling Software and then went on to launch two successful software companies. Jim then went on to co-found CSO Insights, which was acquired by Miller Heiman Group. Jim is also a contributing editor for CRM Magazine, CustomerThink, Top Sales World, and a contributing author for the Harvard Business Review. He has served as an advisor to Baylor Center for Professional Selling, William Patterson University’s Russ Berry Institute for Professional Selling, and is a lecturer at the University of Georgia’s Terry College of Business and the University of Colorado’s Leeds School of Business. Over the past twenty years, Jim’s teams have surveyed over a thousand sales transformation initiatives. Their research has become the benchmark for understanding how the role of sales is evolving, the challenges that are impacting sales performance, and most importantly what companies are doing to address those issues. Having worked with clients spanning multiple industries, including such firms as 3M, ADP, Cisco Systems, Corning, Direct Energy, Fairchild Semiconductor, Federal Express, IBM, Accenture, VISA, Xilinx, McKesson, Unocal, as well as many small to midsize enterprises, Jim has a broad perspective into sales transformation in the B2B world. Top ten takeaways from the episode: “A key question to ask in B2B Sales today is- What’s the next generation of solutions to optimize sales through better solutions.” “I spend part of my time looking for answer and the other part of my time sharing answers!” “One of the major trends we are seeing (because people have access to better data) is that marketing and sales is trying to be all things to all people.“ “We see people spend a lot of time identifying what their ideal prospect looks like.” “We have to start thinking about things from our prospect’s perspective. A personalized message should talk about how you can help someone do their job better. Everyone makes a decision based on personal payback.” “We spend a lot of time doing an analysis to understand who we want to engage with. But we forget to identify how we can help other people do something better.” “We have to earn the right to engage people as Sales and Marketing people today.” “A lot of companies do sales cycle reviews to understand why they lost a deal. But how often do they ask themselves, ‘what did you do to lose the deal’?” “If Customer Support people are not part of a prospecting campaign or part of the marketing campaign, there will always be a disconnect.” “When we did our study, the number one thing people were focused on is AI for lead generation.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
16:29
June 11, 2019
Ep 34 | Uncovering new B2B Marketing Trends with Jenn Steele, CMO at Madison Logic
 Jenn Steele, currently the Chief Marketing Officer at Madison Logic discusses her journey as a tech marketer and shares some interesting insights and tips on B2B marketing in this episode of Sunny Side Up.  About Jenn: Jenn is a marketing leader with considerable experience working in all major business units. She has worked in marketing roles across organizations like Amazon, Bizible and HubSpot before starting her stint as CMO at Madison Logic.  About Madison Logic: Madison Logic helps enable sales and marketing teams with relevant buying insights to ensure every buyer interaction becomes more meaningful.  Top ten takeaways from the episode: “There is no such thing as a typical day for most CMOs anymore.” “ABM is shaping up differently depending on region.” “What amuses me is that for enterprise B2B sales, ABM is ancient to some extent. I call it sales with a digital assist.” “I don’t see ABM dying, even before it had a name, it was something we had to do as companies.” “What we are trying to figure out today as an industry is what constitutes ABM.” “Most companies consider their ABM approach to be tiered out.” “There are thousands of ABM platforms out there including Madison Logic, but every one has a different feature set. As a market, we will have to decide on a feature set.” “There’s a thin line between personalization and being creepy, marketers need to address that today.” “According to me, being agile is important in marketing. Marketing can be more agile and impact more accounts at once.” “One of my favorite Sales and Marketing alignment tips- Don’t be afraid to drink with sales!” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
17:47
June 4, 2019
Ep 33 | B2B Branding and Communication Strategies with Tessa Barron, Sr. Director of Brand & Communications at ON24
Tessa Barron, Senior Director of Brand and Communications at ON24 talks about the latest trends in the B2B and tech marketing industry and the common challenges B2B marketing and sales teams face in their everyday roles. 
26:34
May 27, 2019
Ep 32 | Digital and Social Media Marketing Trends and Engagement Tactics with Mike Orr, Co-founder & COO at Grapevine6
Mike Orr, Co-founder and COO of Grapevine6 (an enterprise social and digital sales engagement platform) speaks to us about the importance of a good end-to-end user experience while discussing innovative digital marketing and social media marketing trends within the B2B marketplace.  About Grapevine6: Grapevine6 serves to be a powerful, personalized content engagement platform that allows your sales force to start valuable conversations and build trusted relationships with the right buyers at the right time.  Grapevine6 was recently named a Leader in The Forrester New Wave™: Sales Social Engagement Tools, Q2 2019. Top ten takeaways from the episode: “There is a growing demand for social engagement tools. It’s really because the most influential relationship is between the salesperson and the buyer and this is slowly moving to social.” “Any tools that can help salespeople engage authentically with customers will always be very valuable.”  “Our customers build social selling programs using Grapevine6 to publish content and engage audiences on social globally.” “One of the things that work really well in this market is featuring employees that work on a project through various pieces of content.” “We use AI to analyze digital footprints to recommend content that is a best-fit for a specific account or specific contact. We tie content into personalisation basically.” “Creating a consistent customer experience across digital and self-serve channels is important throughout any Marketing or Sales campaign.” “We are seeing alot of video being used by both marketing and sales teams to create value.” “Whenever we see success in any content distribution program, marketing can’t keep up with creating personalized content at scale. That’s why outside tools that help you find relevant third-party content come handy.” “The industry is trying to get towards better attribution today. You can’t have a simple attribution model anymore.” “Understanding what the sales team needs is critical to content creation, in order to understand what the end customer needs to see.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
10:57
May 10, 2019
Ep 31 | Exploring the Growing Benefits of Customer Data Platforms (CDPs) in B2B Marketing with David Raab, Founder and CEO of The CDP Institute
David Raab, Founder and CEO of The CDP Institute discusses the many benefits of Customer Data Platforms for B2B marketers and why there will always be a growing demand for technologies and platforms like CDPs.  About David Raab and The CDP Institute: David is founder and CEO of CDP Institute, which helps marketers make better use of their customer data.  David has been an industry consultant for many years, working with marketers to find and deploy the best technology of the period.  He denies having known Benjamin Franklin personally! Top ten takeaways from the episode: “About 3 weeks ago, we reacted to a great deal of confusion in the marketplace – that was the reason behind The Real CDP Program.” “You’ll be surprised to find many systems call themselves CDPs but don’t have all the capabilities to really be a CDP.” “The need for unified customer data will be with us for a long time.” “CDPs make it easier to deliver on Account-based Marketing/ABM. Specialized CDPs designed for B2B companies work at both levels to enable this.” “Sales and Marketing people need enough data to understand the current state of each target contact, that’s where CDPs are most useful.” “We used to define CDP as a marketer-controlled system, but its meant for Customer Success teams, Sales teams…many teams within a company can make use of the information in a CDP. CDP is focused on giving a product view of the data.” “What a CDP can do is give access to the same data to multiple teams within an organization so everyone has the same data to look at.” “Getting good data, knowing who to talk to, understanding what they’ve purchased in the past are some of the things that can be streamlined through CDPs.” “A good CDP, some of the more advanced ones will look at advanced messaging features, it will suggest who to talk to and when. There’s a lot of interesting work being done here that borders on predictive and prescriptive models.” “Many predictive modeling systems eventually morphed into CDPs.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
20:56
April 25, 2019
Ep 30 | Creating consistent Pipeline Generation Tactics for B2B Marketers: A chat with Nina Church-Adams, SVP of Marketing at Act-On Software
Nina Church-Adams, currently the SVP of Marketing at Act-On Software discusses B2B marketing tactics that global tech leaders and her team at Act-On Software uses to ensure consistent pipeline generation. In this episode she breaks down the upcoming trends in the technology marketing domain and talks about the various ways in which B2B marketing and sales will change in the future.  About Nina: Nina is a senior marketing leader with more than 15 years of experience building teams, products and brands. Nina has been successful in leading global cross-functional teams through product launches, go-to-market transformations, and organizational transitions. She is a marketer, and a storyteller who can align a diverse team around a shared vision by harnessing and focusing on a team’s creativity. About Act-On Software: Act-On Software is a leading marketing automation / SaaS product that helps sales and marketing teams increase and convert leads faster and more efficiently throughout the buying journey. Top ten takeaways from the episode: “From a marketing standpoint, my team is now trying to enable a more agile marketing process.” “So often people jump ahead into the measurement without any focus on ensuring they have the right kind of data.” “Paying attention to multiple data sets helps us optimize every campaign.” “Specifically coming from this space, I’ve seen people think about Demand Gen first when it comes to what they should their martech for. But they don’t think about leveraging marketing technology for activities beyond that and that is a big miss in itself. Often people don’t even think of marketing automation for a Sales use case!” “With subscription-models becoming more prevalent, it is crucial for Marketing and Sales to stay close to their customer!” “The role of the Salesperson according to me will continue to be important in the B2B space.” “Buyers have growing expectations now and this evolution is changing the industry, it is changing how we personalize campaigns.” “Its all about leveraging multiple technologies and data points to grab the best results today.” “Marketing and Sales alignment helps get better traction from every campaign and outreach.” “What our customers need is good technology plus the support to optimally use it.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
25:12
April 18, 2019
Ep 29 | Uncovering ROI driven B2B Sales Tactics with Jeremey Donovan, SVP of Sales Strategy at SalesLoft
 Jeremey Donovan is SVP of Sales Strategy at SalesLoft, the world’s leading sales engagement platform. Over the past 20+ years, he has had an eclectic career spanning semiconductor engineering to product development/management to sales & marketing leadership at Xilinx, Gartner, AMA, GLG, and CB Insights. Jeremey is the author of five books including the international public speaking bestseller “How to Deliver a TED Talk” as well as “Predictable Prospecting.” He holds a BS and an MS in Electrical Engineering from Cornell University and an MBA from the University of Chicago Booth School of Business.  In this episode, Jeremey discusses key B2B sales strategies that help organizations like SalesLoft drive more results.  Top ten takeaways from the episode: “My days are highly varied. I try to have these ‘deep work’ periods were I tackle complex projects on some days.” “Predictive models are only as good as the data that comes in. And too many organizations don’t have super clean data.” “Picking the ‘right’ contacts or ‘right’ accounts will always remain elusive.” “Any sort of change in audience behavior requires alignment between people, process and technology to deal with it correctly.” “Today, we don’t have a technology problem…we have a problem with people and processes, process adherence more specifically.” “Email and phone remain dominant channels to reach prospects on…social is picking up too in this space. Today, Direct Mail is being used as a differentiator. Though few years ago, it was a dead channel. The one bad thing you can do in B2B Sales is use just a single channel.” “I follow a retrospective A/B testing, where I can test something on data and make the abstract more concrete.” “We’ve discovered that one-word subject lines have the best reply rates!” “The most common best word for prospecting is in fact just a company name!” “Tools that help you figure out what your next best action is will be big in demand, especially by salespeople.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
24:58
April 12, 2019
Ep 28 | Mobile lead capture and Database Marketing with Peter Gillett, CEO at Zuant Mobile Data Capture
Peter Gillett, Founder and CEO of Zuant discusses his professional journey, from being a mechanical engineer to the CEO of a mobile lead data capture company. He talks about his experiences and what gave rise to the idea of Zuant.  Peter discusses various aspects related to B2B marketing and sales in this episode, with a key focus on lead data management. Key takeaway from Peter: GDPR isn’t necessarily a bad thing for the B2B marketplace. Its actually a good thing! Catch the whole episode to know why he said that. About Zuant: Zuant is a platform made for B2B marketing and sales teams with the aim of streamlining the process of mobile lead data capture.  Top ten takeaways from the episode: “Some of the basic things in B2B marketing and sales still remain the same despite rapidly changing trends.”  “Database marketing is especially useful in B2B marketing.” “Getting constant feedback from my clients is always valuable, I always try to join in on client or sales calls as a result.” “For salespeople, having an easy to use platform that can be used on-the-go is important. That’s what Zuant helps with!” “I don’t think many people talk about having easy to use platforms that can help when they are in the field or on-the-go.” “ABM is great obviously. In B2C its easier to apply. In B2B, it gets a little complicated. Knowing where to find data about your target’s preferences is important here.” “Large companies like Verizon have applied Zuant’s technology to pull data together in a consistent way.” “Technology if applied correctly can be a good approach to use to achieve marketing and sales goals.” “Process flow from web to inside sales is crucial for B2B marketing and sales.” “Build your customer journey based on how you would like to be treated.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
14:50
April 5, 2019
Ep 27 | Evolving Trends in B2B Sales, Martech adoption and Demand Gen with David Lewis
David Lewis, CEO of DemandGen  is known as an innovator in digital marketing technology and methodologies. He has overseen marketing strategies for some of Silicon Valley’s leading technology firms.  In this episode, David discusses key issues related to adoption of martech stacks and best practices to ensure maximum output from them besides sharing some interesting thoughts on B2B marketing, B2B sales and Demand Generation. About David and DemandGen International: David started DemandGen International, an Inc. 500 global consulting and services company that helps sales and marketing teams achieve alignment, define and operationalize their demand-generation processes to create maximum advantage from marketing technology and sales technology systems.  DemandGen has developed a reputation of being THE experts in MarTech and trusted advisor to the world’s most innovative and progressive companies including Apple, Dell, American Express, Concur, Siemens, SAP, Medtronic, Citrix, CenturyLink, Workday, and hundreds more.  Top ten takeaways from the episode: “As CEO of the company, there’s a pattern every week. But a typical day includes working on blogs, working on books, working on my podcast — I just did my 100th episode at DemandGen Radio!” “I’m also a bit of a Chief Innovation Officer and that’s important to the company! I spend alot of time researching the marketplace and that’s important too!” “My first book ‘Manufacturing Demand’ has done incredibly well. It explains the WHY of aligning Sales and Marketing and its the Number 1 book in the category. The working title of my new book is ‘Agents of Change’ and its a story, a tapestry of stories that our clients have gone through so I can share with everyone how to go about Sales and Marketing.”  “If Sales and Marketing doesn’t focus on Customer Experience, it doesn’t matter if you have the best products or processes.” “If Sales and Marketing view themselves as #oneteam with a common set of goals it optimizes results.” “To reduce friction between Sales and Marketing, I would say – walk in the shoes of your colleague!” “From a trend perspective, we are seeing Sales playing a different role in B2B buying. In every single industry where products and sellers meet, we are seeing less involvement by a person. Companies want less interaction with prospects in the buying process. I wouldn’t say Sales will be completely displaced. There needs to be representation from an individual. But in terms of skill sets and the role itself, it would shift towards more education – educating prospects on technologies and products. You got to be an excellent marketing person to be able to do good in Sales today.” “Unfortunately, a lot of companies do not align on vision and strategy. This affects the end outcome. It doesn’t align, its basically then random acts of marketing and random acts of selling.”  “ABM is really hard. Its way easier to buy lists and go the generic email route. Its harder to think of a specific audience and personas within. But is ABM worth it? Absolutely. If people want ABM to be successful, it might make sense to target them through their install base data.”  “Everything sounds practical and directional, but its hard. It takes the right team, it takes focus and it takes vision to succeed!” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
27:08
March 28, 2019
Ep 26 | Optimizing B2B and Digital Marketing Strategies with Kelly J Waffle, Head of Digital Strategy at Hinge Marketing
Martech Influencer Kelly J Waffle, currently the Head of Digital Strategy at Hinge Marketing took some time out to speak to us about upcoming B2B and Digital Marketing trends and how marketers can use them to boost ROI and conversions. What are some of the biggest challenges digital marketers face in the industry? Listen to Kelly’s thoughts in this crisp 19-minute episode! About Kelly: With more than 15 years of hands-on B2B and digital marketing experience, Kelly guides clients through the complex interplay of technology, processes, research/data, programs, creative and analytics. Over the years, he has built and led teams in the corporate marketing, marketing consulting, vendor and creative agency environments. He always brings an independent, 360-degree view of branding, demand generation and business growth to every engagement. Kelly is also a well-known practitioner and thought leader in Account-Based Marketing (ABM). Recognized by Onalytica as a Top 50 Martech Global Influencer, Kelly has also won awards with Eloqua (now Oracle) and Marketo (now Adobe) for his marketing automation expertise. About Hinge Marketing: Hinge is the world’s leading research-based branding and marketing firm for the professional services. We take a scientific approach to marketing, answering hard questions like: What do high-growth professional services firms do differently? How does a firm increase its marketplace visibility? How do a firm’s experts become industry stars? What tools and techniques deliver the best results? Top ten takeaways from the episode: “I now see more of a focus on branding, a few years it was swinging from branding to demand generation and now it’s back to branding.” “I see quite a big skills gap in digital marketing and B2B marketers are now realizing how much they need to focus on differentiating themselves.” “I see folks using video marketing in more creative ways and part of this is because it is becoming more search-friendly.” “I see a lot of B2B Sales people sending personalized videos as opposed to emailing and cold calling.” “A lot of the skills gap today comes because marketing has transitioned over the last few years. Folks have the traditional skills but may not be as up-to-date with the changing trends and demands.” “Processing data and turning it into relevant intelligence is a big miss today.” “When it comes to ABM, I see most people being cautious about it. Personalization has a high adoption rate. They use it for email and even website visits.” “Right now only 9% of B2B marketers have implemented hypersonalization as a strategy.” “Its important for B2B marketers to go beyond emailing and cold calling.” “B2B sales and marketing should tie back to prospect behavior to shorten sales cycles as much as they can.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
19:05
March 20, 2019
Ep 25 | Improving B2B Sales and Strategies with Mike Kunkle, VP of Sales Enablement Services at SPA & SPASIGMA
If you’re thinking of ways to improve your B2B sales effectiveness to drive profitable growth, grab these interesting insights by Mike Kunkle, VP of Sales Enablement Services at SPA and SPASIGMA. About Mike: Mike Kunkle is a respected sales transformation architect and internationally-recognized sales training and sales enablement expert. He’s spent 35 years in the sales profession and 25 years as a corporate leader or consultant, helping companies drive dramatic revenue growth through best-in-class learning strategies and his proven-effective sales transformation methodologies. Today, Mike is the Vice President of Sales Enablement Services for SPA and SPASIGMA, where he advises clients, writes, speaks, leads webinars, publishes sales training courses, and designs sales enablement systems that get results.  About SPA and SPASIGMA: SPA (sales analytics) and SPASIGMA (sales training & enablement) help clients improve sales effectiveness and drive profitable growth through the effective implementation of sales analytics, training, and tools. Top ten takeaways from the episode: “I think one of the current trends out there is thinking about sales stacks and sales enablement stacks.” “We are seeing a lot of collaboration happening so companies can increase their set of offerings and functionalities.” “What sales enablement leaders can do is think strategically think about sales enablement and support and find out what exactly their Sales reps need to close deals faster.” “Its important to identify whether sales reps need better contact info, training to close competency gaps, or additional skills to enable better conversations.” “It is important to find the right strategy and then support it with the right sales stacks and sales enablement tools.” “I still see a ton of product pitching and its all about them (the reps) and their product. People don’t want that anymore.” “We don’t demonstrate enough of a buyer-centric approach today, that’s the need of the hour.” “Sales reps have to be able to speak two different languages on the basis of the title they are speaking to, that doesn’t happen often enough.” “Buyer expectations are changing and modern buyers won’t tolerate direct product pitching much longer.” “Sales tools are meant to integrate with the role of a sales rep, to help them work better.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
18:20
March 6, 2019
Ep 24 | Conversational Marketing in the B2B Marketplace
Gar Smyth, VP of Enterprise Marketing at Drift.com talks to us about the importance of conversational marketing in today’s B2B marketplace. Why is it becoming so crucial for marketers and sales people to integrate this into their strategy? Have a quick listen to find out! About Gar: Gar has a rich background in B2B branding, demand generation, product marketing, field and channel marketing, and sales enablement. He has built and led outstanding B2B marketing teams in the US and globally  Prior to Drift, he led Demand Generation, Field Marketing and Channel Marketing at Carbon Black which had a successful IPO in May 2018. About Drift: Drift is a leading conversational marketing platform that helps businesses turn their online traffic into meetings. Top ten takeaways from the episode: “I usually have 2500 accounts that I care about at a time, I use multiple types of activities to go after multiple personas within those accounts…” “The challenge with traditional tactics is that none of those methods work anymore.” “The biggest value prop at Drift is that we help buyers connect to sellers when its the right time to sell.” “We’ve seen that there is usually a 48 hour gap between a form fill on a website and a BDR reaching out. Its important to shorten that gap” “Bring live human experiences to your website to drive business from web traffic.” “With conversational marketing, sales reps can jump onto a call with leads without losing any time.” “We are seeing 30% to 40% conversions with conversational marketing.” “Most of the opportunities being generated today are coming via chat.” “With our intel, we can notify an Account Manager when a strategic account is on the website – that is the first core technology we use through reverse IP lookup to drive business.” “Always have context on the who the person is to get most value out of conversational marketing.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
20:30
March 1, 2019
Ep 23 | Discussing B2B Marketing Trends and Strategies with Jay Gaines, CMO at SiriusDecisions
Jay Gaines, currently CMO at SiriusDecisions talks to us about the Demand Unit Waterfall (the newest, re-architectured version of the Demand Waterfall) changes in B2B marketing trends and the increased use of install tech data and technographics in this space.  Listen on for some interesting insights and takeaways! About Jay: Jay Gaines is passionate about marketing leadership that drives innovation, and measurable results. In his career that spans over 20 years, he has been in a variety of b-to-b industries.  His experience includes organizational design leadership, marketing strategy and planning, marketing budget, operations management, demand creation, sales and marketing alignment, digital strategy. Jay has held executive-level marketing and business development positions at well-established and startup b-to-b companies.  Prior to SiriusDecisions, Jay was Chief Marketing Officer at EDR, a b-to-b information company, where he led all marketing, communications, market research and events activities across the company’s six business divisions.  About SiriusDecisions: SiriusDecisions empowers the world’s leading marketing, sales and product professionals to make better decisions, execute with precision and accelerate growth. SiriusDecisions clients grow 12-15X faster than their peers, and are 34% more profitable.  Top ten takeaways from the episode: “I spend a lot of time with the Field Sales team, which I think is important to any CMO.” “The primary way I approach Sales and Marketing alignment is to create a common view of the customer.” “We do a lot of things in terms of structure to create alignment with Sales and Marketing too.” “The biggest challenge that CMOs can have is their own CEOs and CFOs!” “Really understanding the nature of your offering is key to driving revenue and planning strategies.” “Account-based Marketing has been and continues to be all the rage. Every client at SiriusDecisions focuses on it in one form or the other.” “ABM is best when you want to go after large accounts.” “In B2B marketing and ABM, engagement metrics are important at every stage.” “One of the big trends we’ve been tracking for a while now is increased consumption of install tech data, technographics.” “Technographic data helps create better Customer Experiences. Expectations are being defined by experiences in B2B marketing. Retaining customers is crictical and CX begins before anyone becomes a customer…technographics can help create that experience, to serve  better outcomes.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
24:00
February 19, 2019
Ep 22 | Transforming B2B Sales Strategies with Ben Simms
If you’re (still!) looking for new ways to disrupt your B2B Sales initiatives, these useful tips and ideas from Ben Simms, Vice President of Commercial Client Services at MarketSource will come handy. About Ben: As the leader of delivery for commercial client services at MarketSource, Ben is responsible for deploying and executing a wide range of B2B sales and marketing solutions for Fortune 500 and enterprise clients across several verticals and industries. Ben’s client engagement programs manage inside sales, account development, brand advocacy, and channel sales teams for some of the most iconic brands in the B2B space. He has an insatiable thirst for learning how different industries can most efficiently grow revenue and share knowledge management principles to instigate strategic thinking. The #1 motivating factor throughoutBen’s profession has been growing careers. Prior to MarketSource he spent 15 years as a leader in admissions, marketing, and operations for higher education institutions to launch careers for graduates and now enjoys growing careers at MarketSource on behalf of his clients. Combining his experience in education and passion for rock music Ben has a “side hustle” as the owner of School of Rock – Johns Creek, inspiring people to rock on stage and in life, which was voted “best music lessons in North Atlanta” by Appen Media. Ben has lived in 13 states calling Georgia home since 2013. He holds a BBA from Western Michigan University and an MBA from the University of Colorado. Ben lives in Johns Creek with his wife, Christina, and two rock star sons. You can follow him on Twitter  or connect with him on LinkedIn. Top ten takeaways from the episode: “I’m a fan of high amount of sales prospecting touchpoints.” “If you have a high volume of attempts within a timeframe, you get more results.” “Sales and marketing alignment is an age-old question that I don’t think will ever be solved!.” “Sales and Marketing conflict can actually help challenge the status quo.” “The one thing Marketing is responsible for (always) is generating leads.” “Its never only about impressions and touches and triggers.” “Sales should have SLAs – how quickly will they respond to a lead, how quickly will they follow up.” “I believe Marketing should focus on Demand Generation and Inbound leads.” “Its more common to have BDRs and SDRs report to Sales and this also gives more results.” “Data is improving dramatically and in a quick way. I’m excited about technographic data which analyses digital signals to see who is using or recently purchased different technologies. ” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
17:19
February 1, 2019
Ep21 | Demand Generation and B2B Marketing with Matt Heinz of Heinz Marketing
We had the pleasure of speaking with martech influencer Matt Heinz (President and Founder of B2B marketing and sales acceleration firm Heinz Marketing) in this episode on B2B marketing trends. Have a quick listen! About Heinz Marketing: Established in 2008, Heinz Marketing is a B2B sales and marketing firm located in Redmond, WA, serving businesses throughout North America and overseas.  Heinz Marketing focuses on driving results through strategic demand generation, disciplined sales funnel strategies, fully-integrated campaigns and collaboration between marketing and sales organizations. Top ten takeaways from the episode: “The more sales and marketing work together, the more likely the company is to achieve its goals.” “Account-based Marketing done well requires tight integration between sales and marketing and the buying committee at your target accounts.” “Addressing the buying committee as one team is the biggest challenge to overcome today.” “No one can do enterprise sales and marketing without a pretty complex data that tells you who your targets are, and why to target one company over the other.” “There is often a lot of variables that go into choice of data.” “Alot of content is ask and not give.” “The fallacy I hear is that people are not consuming content, that is simply not true. We have more content coming to us in various formats today.” “Your content strategy should go from interruptive to creative.” “In 2019 we will see smaller and narrower, more focused content created, maybe even to audiences of just one!” “Direct mail has made an enormous comeback, when people get Direct Mail, they think its novel because they don’t get too many mails anymore!.” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
14:25
January 24, 2019
Ep20 | Breaking Down B2B Sales with Christy Kirkland, SalesLoft
What does 2019 hold for B2B sales and salestech?  We recently spoke with Christy Kirkland from SalesLoft to discuss upcoming trends in B2B sales.  About Christy, in her own words: “I started my career in SaaS almost by mistake, or rather grand design. I began at Lead Forensics, which was an incredible learning experience & eventually graduated into a more challenging role at Marketo. After much deliberation, I chose to leave and venture off to SalesLoft – an Atlanta-based & quickly growing, but immensely successful start-up.” Top ten takeaways from the episode: “The biggest push I’m seeing today is rising popularity of Sales Engagement platforms, the whole world right now is paying attention to Sales Engagement” “An important part of Sales Engagement is having a multi-channel platform”  “80% of top performing organizations use at least 3 channels” “If you just use phone or email, you will be missing the mark” “Sales tech and Sales engagement is an evolving market, sales people are slower in adopting tools and technologies” “Its all about being politely persistent today” “It is hard to build a predictable pipeline with substandard data” “Marketing teams have picked up on ABM, ABM is meant to drive alignment between Marketing and Sales” “More and more people are taking an account-based approach to Sales too. Everyone has a different take on what ABM means to them” “It all comes down to personalization, everyone likes to feel special” About the podcast Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.
14:46
January 23, 2019
Ep19 | Account-based Marketing with Sangram Vajre of Terminus
Why is Account-based marketing gaining so much importance in B2B Marketing?  Sangram Vajre responds while sharing his predictions for ABM in 2019.
17:31
January 11, 2019
Episode 18: Creative ways to gate Content
Pamela Muldoon , Chief Content Strategist at The Pedowitz Group returns to our podcast series titled Sunny Side Up to discuss the future of gated content and what leading brands do to gain leads with this strategy. Key Takeaways from the episode: A lot of folks in B2B sales are finding it very tough to break through the noise to connect with their target accounts. Having your own podcast gives your team the unique ability and often times the ability for sales too to break in to new accounts starting with the aim of interviewing your ideal clients on your podcast. The big reason we see audio content  gaining attention is because of the nature of the way that we live and do work these days.  The timing for podcasting is really really good as we touched upon. But the thing I would encourage folks to think about is this idea of content based networking where you collaborate with your ideal clients and potential referral partners to create content.
25:38
October 29, 2018
Episode 17 | Using Podcasts effectively in B2B Content Marketing
 The face of content marketing and content consumption has seen a shift, with audiences showing a rapid increase in preference for video and audio content. We spoke with Logan Lyles of Sweet Fish Media in this episode to discuss the various ways in which B2B marketers can use podcasts to enhance their content marketing efforts. Have a quick listen! Key Takeaways from the episode: A lot of folks in B2B sales are finding it very tough to break through the noise to connect with their target accounts. Having your own podcast gives your team the unique ability and often times the ability for sales too to break in to new accounts starting with the aim of interviewing your ideal clients on your podcast. The big reason we see audio content  gaining attention is because of the nature of the way that we live and do work these days.  The timing for podcasting is really really good as we touched upon. But the thing I would encourage folks to think about is this idea of content based networking where you collaborate with your ideal clients and potential referral partners to create content.
18:35
October 22, 2018
Episode 16 | B2B Marketing and Data with Paroma Sen of SAP
Data drives all of marketing today. But how can marketers and companies use it optimally to plan their B2B marketing efforts? Paroma Sen, the Innovation and Industry Marketing Lead at SAP India  shares her views in this podcast episode. Key Takeaways from the episode: Demand is like energy, you cannot create it from zero from nothingness you can only convert it from one form to the other, like you can convert potential energy into kinetic energy if you remember you know  high school physics. Demand today exists in the world in the form of customer pain points and when we take that, harness it, articulate it and contextualize it, then we can work those pain points into demand. But marketing is ultimately any form of marketing going back to basics, it’s about putting your message where the customer eyeballs are and data helps us fine tune that approach, data tells us where to go where to make best use of our budget to put our message where. Having intent data, being able to tell what the context and the behavior of a person is…with respect to a certain product or service that you’re trying to put out there. Which is great. I mean that’s the gold mine right. That’s what we all want, we all love. But the other side of that now is GDPR, where the lines are being drawn, where we are seeing consent and privacy being a priority.
14:02
October 15, 2018
Episode 15 | Digital Marketing Trends with Eric Sharp
A Quick Discussion on Digital Marketing Practices and trends for B2B Tech Marketers.   In this podcast episode, we discuss changing B2B Digital Marketing Practices and trends that affect B2B Tech Marketers with Eric Sharp, Founder and CEO of Protofuse Inc and Host of the 1 to 10 Podcast series. Key Takeaways from the episode: If you try to set up multiple channels at the same time and you’re trying to do everything well and you have a resource issue and you don’t have people that are helping you push content to that channel and engaging people when they engage with you it’s just you’re going to get burned out really quickly. I think using video in your digital marketing is a bit of a foregone conclusion right. Everyone knows that they have to it. I think from a B2B space. I think the leaders that B2B companies especially within this space. Again they understand that video is important in their overall digital marketing. But I think the gap that I’m seeing at least is, is it doing well. Your website should be running Google Analytics especially if you’re going to be subscribing to some sort of content marketing plan. You need some sort of other tool to measure the effectiveness of that too.
20:02
October 3, 2018
Episode 14 | B2B Content Marketing and its Changing Dynamics
A Chat with Anastasia Pavlova on B2B Content Marketing and its Changing Dynamics .   Anastasia Pavlova, (Former) Vice President of Marketing at Webgility talks about the current and evolving trends in B2B Content Marketing.  Key Takeaways from the episode: When it comes to content marketing there’s a lot of noise out there. Everyone is now a content marketer, everyone has a blog, everyone is trying to communicate their message and it’s harder and harder to stand out. So you really need the right tools and you need the right skills to be able to break through the noise We are now seeing a really big transition from inbound marketing or traditional demand generation where content really plays a big role  transition to account-based marketing Having shorter videos, shorter webinars is a trend we see happening right now
20:30
September 19, 2018
Episode 13 | B2B Content Marketing Trends with Pamela Muldoon of The Pedowitz Group
B2B Content Marketing is evolving at a rapid pace. Here’s what Pamela Muldoon, the lead content strategist at The Pedowitz Group feels about these dynamics.
18:55
August 31, 2018
Episode 12 | B2B Content Marketing Trends with Sarah Beldo at Sift Science
Sarah Beldo, Director of Content Marketing at Sift Science shares her thoughts on the changing trends in the realm of B2B content marketing and how new technologies will impact content consumption behaviors.
14:25
July 16, 2018
Episode 11 | Kira Mondrus of QA Symphony shares her views on content gating
Kira Mondrus, the Chief Marketing Officer at QASymphony shares her views on the most debated topic of webforms, content gating and ungating.
11:43
May 14, 2018
Episode 10 | Yext's content marketing strategy with Jeff Rohrs
In this episode the Jeff Rohrs, CMO of Yext, a Digital knowledge management platform talk about the content marketing strategy of Yext and his views on content gating.
19:40
May 10, 2018
Episode 9 | Content marketing strategy of Big Panda with Joe Schwartz
Latest episode of Sunny Side Up
12:01
April 11, 2018
Episode 8- Content gating | Magento's Content marketing strategy
Jess Weimer, the head of global demand and growth marketing at Magento, the #1 digital commerce platform, shares her thoughts on content gating strategies and key areas for collaboration with sales, product marketing and the content team.
16:18
April 11, 2018
Episode 7 | Hubspot's content marketing strategy
Latest episode of Sunny Side Up
15:41
April 11, 2018
Episode 6 | Create challenges for yourself
Nishit Jain, Technical Leader at Media magic technologies shares his experience of moving to a startup after working with large companies and why it turned out to be a good decision for him.
17:25
April 10, 2018
Episode 5 | Be open about your failures
Darrly Zuzarte, a Regional Leader who runs one of the most ambitious startup programs in India shares his insights for entrepreneurs, including the skills, dedication and the resiliency required to succeed with your startup.
15:41
April 6, 2018
Episode 4 | It's about people
Amaresh Shirsat, COO at Qualitia Software share his experience of founding startups and what it takes to products that are really useful. He also share his thoughts around building the best teams and the culture from very early on.
13:42
April 6, 2018
Episode 3 | Dealing with Bureaucrats
Young founders of Aadharapi.com, Vijay Chuttani and Ritesh Kothari explain how they recognized a huge gap in market and their experience overcoming the obstacles of dealing with bureaucrats to build a business around a government initiative.
18:07
April 6, 2018
Episode 2 | Paying off the tech debt
Mahesh Gawali, the Head of engineering at IntouchApp shares his motivation behind joining a startups and how in order to change something you need to make changes yourself for others to follow.
15:55
April 6, 2018
Episode 1 | Fire your relatives
Aquid Shahwar, an Engineer leader with Shoppingpal shares his amazing experience and learning, working with different startups. He talks about choosing the right startup, the mindset and the right culture to achieve success in a startup.
15:58
April 5, 2018