Matter Made

In this conversation with Andrew Hahn, Advisor at Savor Lining, he talks about growth, marketing, and sales. Hear about Andrew’s thoughts on the marriage of sales and marketing, his sales methodology, the most common cracks in sales, and failures that lead to growth.

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Episode Outline

[01:03] Introducing Andrew

[03:50] MQL’s are bullsh*t

[05:40] Andrew’s sales methodology

[08:10] Cracks in sales

[11:19] “People don’t buy from people they like”

[14:54] A failure that led to a moment of great growth

[17:53] How does Andrew keep his energy levels high?

[19:43] Andrew’s mentors

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Andrew’s Mentors

His dad

His wife

LeBron James

Kobe Bryant

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Connect with Andrew

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Connect with Matter Made

LinkedIn (Matter Made)

LinkedIn (Elias Rubel, CEO, Matter Made)

The Demand Efficiency Podcast

Podcast

Audio

Demand Generation

Growth

Kevin Marasco, CMO of Zenefits on the applications and automation of PLG

In this conversation with Kevin Marasco, CMO at Zenefits, he talks about growth and marketing. Hear about Zenefits’ pivot into a PLG motion, demand gen and organic channels, how Kevin shows up as his best self, and building a culture of experimentation.

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Episode Outline

[01:39] The Zenefits journey

[05:19] The opportunity for a PLG motion

[09:29] Demand gen practices

[11:57] The shift to organic

[15:21] Experimentation

[16:46] What Kevin does to stay fresh

[20:12] Kevin’s motivational people

Connect with Kevin

Twitter

Instagram

Connect with Matter Made

LinkedIn (Elias Rubel, CEO, Matter Made)

LinkedIn (Matter Made)

Growing Unicorns

Podcast

Audio

Demand Generation

Growth

North Star Goals from the Growth Playbook with Adam Goyette, Help Scout

In this conversation with Adam Goyette, Marketing Leader at Help Scout, he talks about product, marketing, and growth. Today, you’ll hear about the key hires that Adam considers for a new team, how he structures his teams, his perspective as a growth leader versus as a marketing leader, advocating for something less measurable (such as content), choosing where to allocate resources, important lessons Adam has learned, and his thoughts on product growth versus marketing growth.

For almost 20 years, Adam has served in various marketing roles, including as the VP of Demand Generation at G2. Currently, Adam serves as the VP of Marketing at Help Scout, as well as Marketing Advisor at both TestBox and Rocketium. Adam holds a Bachelor’s Degree in Journalism from the University of Maine.

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Episode Outline

[00:23] About Adam

[01:01] Adam’s perspective as a growth leader vs as a marketing leader

[02:19] Key team hires

[03:32] Advocating for something less measurable

[06:50] Allocating and prioritizing resources

[13:29] Lessons Adam has learned

[17:37] Structuring the marketing team

[20:45] Thinking about product growth vs marketing growth

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Connect with Adam

TestBox

Rocketium

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Connect with Korina and Holly

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The Demand Efficiency Podcast

Podcast

Audio

Demand Generation

Growth

Rashmi Gopinath, General Partner at B Capital Group on the current market and the rapid acceleration of digital marketing

In this conversation with Rashmi Gopinath, General Partner at B Capital Group, she talks about enterprise software trends and industry benchmarks. Hear about some of the metrics that are dipping, the companies that are transitioning from traditional sales to a sales-assist motion, and how Rashmi keeps herself engaged in the industry.

Episode Outline

[00:36] B Capital Group

[03:01] Surprises in the last 12 months

[06:09] New low metrics

[11:12] Traditional enterprises trying to be a PLG

[13:02] Transitioning from traditional sales to sales-assist

[16:48] What keeps Rashmi energized, interested, and engaged?

Connect with Rashmi

Twitter

Connect with Matter Made

LinkedIn (Matter Made)

LinkedIn (Elias Rubel, CEO, Matter Made)

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Growing Unicorns

Podcast

Audio

Demand Generation

Growth

Wielding Video in your B2B Strategy with Kasey Chen, Head of Growth Marketing, Taina

In this conversation with KC Chan, Digital Growth Transformer, he talks about digital growth. KC has extensive experience in digital marketing, with interests in growth hacking and Flywheel customer-centric strategies. His career experience in e-Commerce ventures, marketing ROI reporting, and lead generation insights has allowed him to excel at collaborating both vertically and horizontally. KC’s work as a digital growth transformer helps companies stand out both creatively and quantifiably. He is a speaker at the London Social Media Week, and is an expert user on Asana, HubSpot, and Salesforce.

KC holds a BSc in Accounting and Finance from the University of Warwick Business School, an MA in Management from Durham University Business School, as well as numerous certificates in marketing.

Today, you’ll hear about using video as a growth tool, the most effective ways to ensure videos are seen, defining the engagement rate, using email versus video message, and some best practices.

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Episode Outline

[00:30] Introducing KC

[01:26] Getting into growth

[03:13] Video as a growth tool

[05:27] Categorizing video variations and usage

[07:46] Effective ways to make sure someone sees a video

[10:23] Email vs video message

[12:48] Defining engagement rate

[15:47] Best practices

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Connect with Kasey

Twitter

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Connect with Korina and Holly

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Growing Unicorns

Podcast

Audio

Demand Generation

Growth

Episode 12 with Julia Yan, Head of Growth at TikTok

Growing Unicorns

Podcast

Audio

Demand Generation

Growth

Solid Gold B2B Marketing Discussion with Korina Edwards and Holly Chen

In this conversation, Korina Edwards and Holly Chen talk about brand, marketing, and growth. Hear about SEO and paid search, brand search, keyword bidding, the roles of different channels, and hiring growth and product marketers.

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Episode Outline

[00:40] SEO and paid search

[07:15] The channel mix

[08:12] Brand search

[12:28] Bidding on keywords

[15:30] The role of a channel

[17:08] Should companies hire growth marketers or product marketers first?

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Connect with Korina and Holly

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Growing Unicorns

Podcast

Audio

Demand Generation

Growth

Building Marketing Bridges to Drive Growth with Bennet Bayer, Chief Growth Officer, CTD Solutions

In this conversation with Bennet Bayer, CMO of CTD Solutions Group, he talks about marketing and growth. Hear about Bennet’s journey through his many roles, what the first 90 days look like for a CMO, the role of a CMO in a company, doing schmooze marketing, some of the challenges Bennet has faced, and get Bennet’s advice to aspiring CMO’s.

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Episode Outline

[00:37] Introducing Bennet

[01:57] Joining Huawei

[04:17] Global CMO versus US CMO

[06:36] CMO at Huawei

[08:50] The first 90 days as a CMO

[13:08] What should a CMO be?

[15:24] What is a CMO’s job?

[20:10] The changing role of the CMO

[23:53] Schmooze marketing

[28:12] The most common challenges at turnaround companies

[30:08] Problems that you can’t solve

[32:35] Learning to scale massive companies

[36:04] Bennet’s advice to aspiring CMO’s

[39:31] “Marketing doesn’t get involved”

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Connect with Bennet

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Connect with Korina, Holly, and Jay

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LinkedIn - Jay Ebert, Matter Made

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The Demand Efficiency Podcast

Podcast

Audio

Demand Generation

Growth

Box CMO, Chris Koehler, on generalists vs specialists, and the transition to hybrid marketing

Episode Outline

[01:26] Chris’s background

[03:23] Thinking through customer journey

[05:19] Chris’s tactical tool chest

[07:35] What’s happening to events?

[12:32] Shifting to sales-assist and PLG

[15:56] Chris’s influential people

[18:45] How does Chris keep his head clear?

Connect with Chris

Connect with Matter Made

LinkedIn (Matter Made)

LinkedIn (Elias Rubel, CEO, Matter Made)

Growing Unicorns

Podcast

Audio

Demand Generation

Growth

Growing Unicorns Episode 11 with Meagen Eisenberg, CMO at TripActions