The RevEngine™ Podcast

Transforming Revenue Growth with Digital-First Marketing Strategies with Callan Young

Jeff Davis engages in a thought-provoking discussion with Callan Young, the Chief Marketing Officer of On24. With a wealth of experience in the B2B tech space and successfully leading companies through transactions, Callan understands the importance of aligning sales and marketing for revenue growth. They dive into the challenges and opportunities of digital-first go-to-market strategies and the need for a holistic approach to marketing. Callan highlights the significance of focusing on the customer lifecycle and leveraging data and thought leadership to become a trusted advisor. They explore the changing landscape brought on by COVID, opening doors to helping others and creating non-branded content. Through an annual or quarterly planning process involving all stakeholders, marketers can achieve alignment, commitment, and optimization across the team. They discuss the need to understand salespeople's workflow and needs to tailor effective marketing campaigns. They emphasize the importance of selling internal campaigns and gaining the commitment of the sales team. Additionally, they shed light on the value of first-party data in designing meaningful, audience-centric campaigns. Tune in to discover how organizations can level up their digital experiences by personalizing interactions, creating interactive and energetic experiences, and turning programs into integrated campaigns. Learn from Callan Young's expertise and get ready to transform your marketing approach and boost revenue growth by listening to this episode now! Episode Highlights: 11:01 - I like to encourage that from a leadership team and to people to feel comfortable sharing it openly with their peers, because then we're going to all learn from each other. We're going to learn from what went really well, but we're also going to learn from what didn't go well. And it's that constant kind of, I guess, cadence of let's look at the data, let's talk about how can we optimize, and talk about how we can do something differently moving forward. 24:40 - If there is a way you get a technology that integrates directly into kind of their day-to-day workflow, that's going to be the best. But, to your point, if you're getting something that's like, "Hey, you should really log in to this or you should start to look at this," then you really need to make sure you're enabling them and explaining to them the value of how this is going to help them get more revenue, or else it's never going to work. 35:54 - I think figuring out how to be as interactive and as energetic as possible is something key. As you're thinking about your experiences or as you're thinking about how you're engaging with people digitally, is it a two-way conversation and how can you do that at scale? So, I would definitely say making sure that you are leaning into the how can you help and what are the insights and the takeaway versus just reading through a script. I would definitely say figuring out how you can kind of take these more digital broad-based experiences and make them more personalized. Learn more Follow Jeff Davis (@meetjeffdavis) on: LinkedIn [https://www.linkedin.com/in/meetjeffdavis/]  Instagram [https://instagram.com/meetjeffdavis] Twitter [https://twitter.com/meetjeffdavis] Callan Young LinkedIn [https://www.linkedin.com/in/callanapril/] On24 LinkedIn [https://www.linkedin.com/company/on24/] Website [https://www.on24.com/]

Bridging The Gap Between Sales & Marketing Teams For Greater Success with Brad Myers

Join Jeff Davis as he engages in a captivating conversation with Brad Myers, the CEO and Co-founder of RevMethods, to explore the crucial topic of sales and marketing alignment. Brad offers valuable insights to help B2B companies enhance their revenue strategies. Brad highlights the challenge of data overload and emphasizes the need to focus on actionable insights to drive revenue optimization. He presents a game-changing approach for marketers: telling better stories internally by providing contextual information on leads, moving beyond mere scores. This innovative methodology combines lead scores with valuable data signals to gain deep insights into customer behavior, enabling marketers to empower sales teams and boost lead conversion rates. Jeff and Brad delve into the limitations of traditional marketing qualified leads (MQLs) and advocate for a shift towards leveraging advanced technologies like data warehouses, open AI, and GPT to unify data sets and generate invaluable insights for sales teams. The discussion also highlights the significance of visible first-party data, which holds greater relevance for salespeople. If you're a B2B company seeking to optimize your revenue strategies and foster alignment between sales and marketing, this episode is a must-listen. Gain actionable insights and learn how to bridge the gap between these crucial teams. Discover the power of capturing and synthesizing data signals to create meaningful conversations with buyers. Don't miss out on this opportunity to unlock your company's revenue potential. Episode Highlights: 10:30 - We've made a lot of investment in marketing the website and various campaigns to go gather more data, more customers and all their engagement that's associated with it. How do we start mining this information to drive greater go-to market efficiencies? The Rev Ops is the individual that's meant to wire these platforms together, and help deliver the analytics to make better decision-making. 16:50 - I think we do a great job of telling stories externally and messaging to the market. We drop the ball when we need to start telling stories internally, and it only behooves us to figure that out. Because, again, how many marketers are struggling with "Hey, what's the ROI? What's my contribution to revenue?" The more white papers that we could tie back to revenue, the more efficient we'll be and the stronger our case will be to get more funding. 37:24 - I could see a future, to get futuristic, of we're going to be engaging in more ephemeral ways with our data, that CRM and marketing are going to be these endpoint tools that are going to be feeding this brain, this data cloud, as what Salesforce is calling it. It's from there that we get this kind of unified view of the customer from all the different sources and we're applying AI at that level to extract revenue. Learn more Follow Jeff Davis (@meetjeffdavis) on: LinkedIn [https://www.linkedin.com/in/meetjeffdavis/]  Instagram [https://instagram.com/meetjeffdavis] Twitter [https://twitter.com/meetjeffdavis] Brad Myers LinkedIn [https://www.linkedin.com/in/bradmyers31/] Email [brad@revmethods.com] Website [https://revmethods.com/]

The Power of Collaboration: Clarity on Expectations and Diversity in Sales with Hannah Ajikawo

Jeff interviews Hannah Ajikawo, CEO and founder of Revenue Funnel, European Lead for Sistas in Sales, and sales expert with over 15 years of experience in sales roles. They discuss how important it is for sales and marketing teams to collaborate for maximum efficiency and success. Hannah highlights the need for sales leaders to have clarity on expectations such as KPIs and quotas. She also shares her idea of having a business value team that could increase chances of closing deals by 50%. Their conversation also steers towards diversity in sales teams with Hannah emphasizing the need for companies to look for different capabilities when recruiting people into their organization. It should be understood that there is no one size fits all approach and success can come from various paths. Tune in to an episode filled with practical strategies, real-world examples, and a call for diversity and inclusion in the sales industry. Gain valuable insights that can be applied to improve sales and marketing alignment and drive revenue growth. Episode Highlights 11:48 - You are going to have some salespeople that are not good. However, you define that, that's just they're not that right. But the other half is going to be very simply because you have created a strategy, which is something that I call a sales to market strategy. 15:54 - What we do is we allow stuff to go wrong when we don't see the performance and say, "Well, what have you been doing?" The way that I saw and define my success was by doing these things, so I either have the freedom to do it as a lone wolf and let me go do these things that are going to get those KPIs and those results, or accept clear expectations on the reverse, which is these are the things that I expect from you. 22:54 - We just got to recognize those patterns. We have to recognize the expectations, we have to recognize those really slow pieces around how we're focusing and understand the role that we play in actually making sure that people are doing the things that we need them to do. So, don't keep complaining that they're spending 60% of their time not selling, if you haven't given them something to sell, if you haven't given them a strategy that's executable. Learn more Follow Jeff Davis (@meetjeffdavis) on: LinkedIn [https://www.linkedin.com/in/meetjeffdavis/]  Instagram [https://instagram.com/meetjeffdavis] Twitter [https://twitter.com/meetjeffdavis] Hannah Ajikawo LinkedIn [https://www.linkedin.com/in/hannah-ajikawo/] Email [hello@revenuefunnel.co.uk] Revenue Stimulator Program [https://share-eu1.hsforms.com/1F74vYgq3R0S1dKq_O3KGXgfxsik] Youtube [https://www.youtube.com/channel/UCm3fI0B0YH0f19xXaHhH0GQ]

Prioritizing Marketing Channels and Understanding the Customer Journey with Adam Goyette

Jeff Davis and Adam Goyette, founder of Curdis.Co and partner at HyperGrowth Partners, discuss strategies for successful B2B marketing in the latest episode of the Rev Engine Podcast. Adam stresses the importance of prioritizing marketing channels where your audience finds value, rather than relying on competitors for guidance. He suggests using results-oriented metrics, such as customer numbers and ROI, over vanity metrics like leads. They emphasize the need for sales and marketing teams to have a good relationship, with salespeople involved in marketing brainstorms to create ambassadors. To stand out among competitors, companies must deliver cohesive conversations across all platforms while providing value instead of pushing products. Tune in to hear why you should be curious about the customer journey, identifying triggers that motivate buyers, and dropping walls or egos with regards to questioning one another's roles. Learn about the concept of growth hacking, the importance of being scrappy with limited resources, and why companies must get creative and think outside the box. Episode Highlights 12:30 - The morning of the demo, marketing came up with the idea. Let's send them a Starbucks gift card, just a $5 gift card. Like, "Hey Jeff, I know we're chatting later today. Coffee on me. Looking forward to chatting." Just a nice touchpoint, so it's like you're not just blowing off the meeting. Someone just gave you something. You feel more obligated now. And they jumped their demo show rates by like 15%. 18:39 - I kind of have this theory that marketers are afraid of salespeople. It's like the cool kid table in high school or something. They're like afraid to go over there. I think they're afraid to get called out on stuff and a lot of times if they're not tied into the revenue goal, it's a conversation that feels very scary. I think a lot of times they don't wanna present because they don't wanna get called out by sales. 27:23 - Start with five people, and you don't need an ABM platform. You don't need anything. If a big part of our strategy is just getting in front of these buyers and having a personalized experience, how about we just send a direct mail to five people and do handwritten notes? And then we'll also send them these emails and we'll do this thing, and just build a little micro version of it that you can launch without having to clear it by the sales team and getting buy-in and all this sort of stuff. Learn more Follow Jeff Davis (@meetjeffdavis) on: LinkedIn [https://www.linkedin.com/in/meetjeffdavis/]  Instagram [https://instagram.com/meetjeffdavis] Twitter [https://twitter.com/meetjeffdavis] Adam Goyette LinkedIn [https://www.linkedin.com/in/adam-goyette/] Email [adam@curdis.co] Newsletter [https://www.curdis.co/newsletter]

Seek Deeper Customer Empathy to Decrease Time to Revenue with Douglas Burdett

In this episode, Jeff Davis talks to Douglas Burdett, also known as the "Oprah of Book Reviews," the host of "The Marketing Book Podcast," and Founding Principal of Sales Artillery. Douglas believes there are more companies who have a sales problem than a marketing problem. Most of them don't realize that their marketing is actually going to be better if they can align it with the way they sell. They discuss how companies that approach their customers with genuine understanding are the ones who come out on top. To truly capture an audience's attention, it is essential to demonstrate genuine empathy by demonstrating that you understand what they want and need. To help companies stand out from the competition and achieve success, Douglas provides insight into buyer-centric strategies to help marketers build trust with buyers, allowing them to uncover what’s driving purchase decisions on an emotional level. Listen to discover how you can tap into this knowledge! Episode Highlights 11:42 - One of the things, that I guess you could say maybe the tip of the spear of this issue, is that content. Creating some kind of content for your customers, for your sales team, is very important. 18:06 - The truth is that your customers don't really care until you show you care about them and talking about your product is very self-centered. You will talk about it but don't start with that. Start by demonstrating that you understand their problems. They're not buying your product. They're buying a solution to a problem. 25:42 - The most successful marketers are very much dialed into what the company goals are, particularly financial. They speak the language of accounting. 43:48 - If there's no buy in at the top level, it's just not going to happen. Don't waste your time talking to me or waste your money on things that are sort of on the periphery. 45:03 - I don't tell them what they need to know. I do my very best to help them discover on their own by asking a lot of questions. Learn more Follow Jeff Davis (@meetjeffdavis) on: LinkedIn [https://www.linkedin.com/in/meetjeffdavis/]  Instagram [https://instagram.com/meetjeffdavis] Twitter [https://twitter.com/meetjeffdavis] Douglas Burdett LinkedIn [https://www.linkedin.com/in/douglasburdett/] Twitter [https://twitter.com/MarketingBook] Website [http://salesartillery.com]