Aurelija Vičaitė - Fast Food Answers to Gourmet Problems

Description

Most demand gen teams think they're making data-driven decisions. Aurelija Vyčaitė thinks a lot of them are just getting faster at making the wrong ones. Aurelija is the Head of Demand Generation at Marker.io [http://Marker.io], a Microsoft AI competition winner, and someone who has spent her career building marketing functions from scratch in places where the rule book didn't exist yet. She has strong opinions about attribution, LLM visibility obsession, competitive intelligence, and what happens when teams reach for AI at exactly the wrong moment. This one goes places. If you like what you hear, subscribe and share it with someone on your team who needs to hear it. ---------------------------------------- Timestamps 00:06 - Intro and what Yirla does 01:17 - Aurelija's background and the through line across her career 04:39 - Why she keeps ending up in roles with no rule book 06:41 - What drew her to Marker.io [http://Marker.io] and why she liked the product immediately 08:46 - Do you have to believe in what you sell to be good at selling it 10:37 - Why she calls her friends at corporations instead of asking an LLM 12:23 - Data vs. gut feel in day-to-day demand gen decisions 13:12 - The industry scan methodology and why looking at 30 competitors beats looking at 5 17:15 - How much competitive intelligence actually impacts decision making at Marker 18:25 - The metric demand gen teams are getting obsessed with that might not mean what they think it means 21:17 - Are you gaming LLMs or just following best practices 23:20 - What reporting actually looks like across channels when you keep it simple 25:24 - Navigating the gap between what the data says and what your gut says 27:45 - Is the MQL dead 29:22 - The Microsoft AI competition, what they built, and what AI meant back then versus now 35:50 - Why the ChatGPT to Jira gap is the best sales pitch for MCPs you'll ever hear 36:17 - What's actually useful in the AI martech stack versus noise 38:54 - Why reaching for AI at the hardest moments is exactly when you shouldn't 41:13 - Fast food answers to gourmet problems 41:43 - The tool she'd pull from the demand gen stack first 43:58 - How Marker's CPO replaced a $9K/year Intercom product with Claude Code for $50/month 45:16 - What's changed most in demand gen over the last two years 47:46 - Where it all goes in the next two years 48:40 - Why luxury brands are going the opposite direction on AI content 50:52 - Where to find Aurelija Aurelija's LinkedIn - https://www.linkedin.com/in/aurelija-vycaite-394732109/ [https://www.linkedin.com/in/aurelija-vycaite-394732109/]

Valerie Tarangelo - MQLs Are a Participation Trophy

Valerie Tarangelo has spent over a decade building the operational backbone that most B2B SaaS companies skip on their way to scale. She's done it at Publicis Sapient, GumGum, and now Interact Software, where she owns the entire marketing to pipeline funnel end to end. This episode gets into the unglamorous stuff that actually moves the needle including data fragmentation, audience segmentation, creative fatigue, competitive intelligence, and why the MQL framework is doing more harm than good. In this episode: 00:04 — Scott introduces the show and Valerie's background 01:44 — The through line across Valerie's career: every company has the same fundamental tension between ambition and infrastructure 03:11 — Ready, fire, aim: what it looks like when a team is running campaigns without knowing what success looks like 04:27 — How to make changes without shutting everything down — and why 90 days of observation isn't as crazy as it sounds 05:57 — Where the ops side ends and the strategy side begins — and how technical credentials give you credibility with your own team 09:25 — The real cost of stitching together five dashboards every Monday morning: it's not the time, it's that the data's already stale by the time the report is done 11:44 — How confident should teams actually be that their pipeline data and ad performance data are telling the same story? (Spoiler: way less than they are) 13:53 — Why marketing is almost always overconfident and sales is almost always underconfident — and what to do about it 15:00 — The MQL is dead. How Valerie redefined the lead lifecycle at Interact to align marketing and sales around the same thing 16:31 — Creative fatigue: how do you know when a campaign has hit the wall, and what do you actually do about it? 18:57 — What good audience segmentation looks like versus what most teams think it looks like 21:01 — How granular is too granular — and when broad targeting is just burning money on the wrong people 22:39 — How much attention should demand gen teams actually pay to competitors in paid channels? Valerie's honest answer 24:28 — The magic wand question: what would AI actually have to do to be genuinely useful to a demand gen team? 27:04 — Why every tool that promises to unify everything underestimates how messy your existing environment actually is 31:52 — What's considered best practice in demand gen right now that Valerie thinks is broken 33:28 — Where the CMO should report and why it matters for revenue alignment 33:59 — If you could fix one thing about how demand gen teams are measured, what would it be? 36:18 — Micro wins for long sales cycles: how to evaluate a campaign before it's had time to close anything 37:56 — Why tracking unique contacts per account is a better signal than leads generated 39:07 — Where to find Valerie ---------------------------------------- Connect with Valerie: LinkedIn: linkedin.com/in/valeriekuller [http://linkedin.com/in/valeriekuller] Connect with Scott: LinkedIn: linkedin.com/in/scottschnaars [http://linkedin.com/in/scottschnaars] Yirla: yirla.com [http://yirla.com]

2. juni 202639 min

Aurelija Vičaitė - Fast Food Answers to Gourmet Problems

Description

Comments

1 month for 9 kr.

All episodes