Taking the leap: Transitioning from lead gen to demand gen with Ilana Shabtay

Chris Sheen, Director of Social at Celonis stops by the podcast to tackle one of the most common and often overlooked pitfalls in B2B marketing – jargon. With humor and candor, Chris discusses how marketing teams, despite their best intentions, fall into the trap of overusing phrases (especially on social media) that dilute their message and bore their audience. With a proven track record of driving growth, Chris reveals an infinite amount of ways to end your boring jargon immediately.

CMO of TechnologyAdvice, Tyler Lessard, has led award-winning marketing teams and created multiple B2B categories. He built the Sales Feed media network, scaling it to 150k+ engaged followers and fans, was recognized as a #FearlessMarketer by The Fearless 50 program created by Marketo, and developed the Outside-In approach as a systematic way to build engaged audiences of followers, fans, and future customers. In this episode, Tyler gives a fresh perspective on why content marketing may be missing the mark. He uncovers how marketers can transform their brand’s presence and become their audience’s favorite follow using the “Inside Out” approach as the foundation.

CMO at Infinidat, Eric Herzog, pulls back the curtain on the transparent realities of leading a marketing team and tackles the issue of marketing operating as a silo and how to resolve it. Drawing from his own experiences, he also contrasts the demands of B2B marketing with B2C, noting how critical it is for marketing efforts to have tangible substance rather than being all fluff and what every marketer leader needs to get right to lead with purpose.

Ilana Shabtay, VP of Marketing at Fullpath shares her experience in taking a risk and ungating all content assets to focus on creating more educated and sales-ready leads. She discusses the initial dip in leads and how she was able to set the right expectations and benchmarks to measure success during this transition. Her transparent discussion about the positive impacts on conversion rates, demo show rates, and the speed of closing sales offers valuable insights into the potential long-term gains of a demand generation first strategy.

James Fletcher, the visionary founder of JTF Marketing, joins this episode of Radically Transparent for an exclusive chat about the raw truths of intent data- a term that’s become somewhat of a “dirty word” in modern marketing. James doesn’t hold back as he reveals more about what tarnished intent data’s reputation and how marketers can turn the tide by using it more strategically. This conversation is a masterclass in revitalizing intent data’s potential and transforming it into a more actionable tool for precision marketing.

BriefCam's Lizzi Goldmeier, Director of Marketing, stops by the Radically Transparent podcast to explore the vital components that power a marketing strategy forward. Lizzi candidly shares that one of the most significant pieces of the puzzle to creating a powerhouse marketing machine is ensuring you have the right people in the right seats. Lizzi also highlights some of the unique challenges and opportunities content marketers face in the law enforcement sector while calling out the powerful role of content as a driving force to connect social engagement to sales. From employee advocacy to the true meaning of thought leadership, this conversation is packed with ways to ensure your content is distributed properly, gets in front of the right people, regardless of your audience, and how you and your team can get the creative credit you deserve.

Liveperson's CMO Ruth Zive joins episode #147 of the Radically Transparent podcast and reveals an unexpected truth: the most powerful tool in business isn't advanced AI technology or sophisticated algorithms. It's the simple act of conversation. Ruth passionately discusses the nuances of measuring the ROI of AI and introduces the Conversational Flywheel as a way brands can measure the positive impact of conversational AI. She breaks down the flywheel approach and explains how it helps improve both customer understanding and service for B2B brands. Ruth also exposes a massive AI gap between business leaders’ enthusiasm to use AI in their platforms and communications and customers’ lack of trust for brands who use AI-- offering ways marketers can work to close the gap.

LinkedIn's Senior Partner Manager, Kim Bolsoni, explores the exciting world of partners at LinkedIn. She shares valuable insights into how dynamic collaborations with partners enhance the platform's utility, creating a second-to-none marketing experience for marketers and brands, alike. Kim also dives into the multifaceted impact of these partnerships, emphasizing the role of Oktopost in LinkedIn's evolving ecosystem. The episode wraps with Kim's reaction to LinkedIn’s 2024 Annual Partner Awards dinner at the B2Believe event in New York City, where she joined in celebrating Colin Day, Oktopost’s Managing Director of EMEA, for winning the Transformation Partner of the Year award. Join us for an inside look into the power of collaboration and transformation within the LinkedIn partner ecosystem.

Marketing leader Colin Day, Managing Director, EMEA of Oktopost and recipient of LinkedIn’s Transformation Partner of the Year award at LinkedIn’s 2024 Marketing Partner Awards stops by the podcast to unravel how marketing leaders can effectively identify and capitalize on social intent signals to improve lead generation, customer engagement and contribute to revenue growth. Hot topics The shift from corporate profiles to employee advocacy Bridging the gap between social media engagement and revenue generation Emerging trends in social media marketing and how B2B marketing leaders can prepare for them

Patrick Barbera, Director of Product Marketing at IntelyCare, dives head-first into the art of KPI selection and why, for marketing leaders, picking the right KPI to track is both an art and a science. He even explains how this choice can significantly impact the direction and success of your entire marketing strategy. This episode is a must-listen for marketing leaders, data enthusiasts, and anyone interested in the intersection of technology and marketing strategy. Whether you're grappling with data management challenges or looking to refine your approach to KPI tracking, Patrick's insights offer valuable guidance and inspiration.  Don't let your data just sit; let Patrick show you how to make it work for you.