In this episode of "Women in B2B Marketing," host Jane Serra sits down with Tara Robertson, Head of Demand Gen at Chili Piper, for a rich discussion on the intersection of brand and demand generation. Tara shares her marketing journey, emphasizing the importance of brand strength, sales alignment, and the power of collaboration for successful marketing initiatives.
They explore the value of honest feedback, the role of influencers in content creation, and the challenges of traditional email nurturing. Tara also highlights Chili Piper's selective hiring process, the benefits of a global remote team, and their unique "ABM lite" strategy.
Tara and Jane discuss:
- The importance of brand in demand generation
- Alignment and collaboration between marketing and sales teams
- Collecting and encouraging honest feedback - even anecdotal
- Documenting feedback, especially for events and sponsorships
- The shift in influencer collaboration from distribution to early involvement in content creation, with an example of successful collaboration
- Limitations of traditional email nurturing and the move towards retargeting on LinkedIn as a non-traditional approach'
- The need for diverse event locations
- Hiring and building a strong team at Chili Piper
- Remote work setup and its impact on team collaboration
- Integration of account-based marketing (ABM) and demand generation
- Evolution of the B2B marketing landscape
- Advice for young marketers to start sharing their thoughts and ideas
Key Links:
Guest: Tara Robertson - https://www.linkedin.com/in/taraarobertson/)
Host: Jane Serra - https://www.linkedin.com/in/janeserra/ )
