Transcripts
Hey, welcome back to another
Speaker:episode of demand gen chat.
Speaker:I'm your host Kaylee Edmondson, And
Speaker:today we're gonna get into an episode
Speaker:where I was interviewed by CEO and
Speaker:founder of Syncari, Nick , Bonfiglio.
Speaker:uh, prior to joining the Syncari
Speaker:team and creating this brand and
Speaker:this company, he was actually the
Speaker:ex-VP of product over at Marketo.
Speaker:So.
Speaker:Super interesting career and
Speaker:successful tech background.
Speaker:I was very honored to be asked to be
Speaker:part of his data superheroes series,
Speaker:and we get into all kinds of things.
Speaker:On this episode, we talked about my
Speaker:predictions for the future of demand,
Speaker:gen the importance and the intersection
Speaker:of data within demand gen, but also all
Speaker:the changes that have taken place in the
Speaker:last 18 months within data, particularly
Speaker:how I think that should affect your.
Speaker:go to market Plans and strategy.
Speaker:So let's dive in.
Speaker:So I'm Nick Bonfiglio, CEO of Syncari,
Speaker:And today I'm joined by Kaylee Edmondson
Speaker:who is head of demand, Gen at Chili Piper.
Speaker:So I guess the first question is, uh, tell
Speaker:us about Chili Piper and what does it do?
Speaker:My journey to get to Chili Piper
Speaker:is maybe quite interesting as well.
Speaker:Um, in my first B2B SaaS opportunity,
Speaker:I was working for a really small
Speaker:startup here in Nashville called
Speaker:kindful, which is a nonprofit CRM.
Speaker:Um, we were so small.
Speaker:I think I was like the 20th employee.
Speaker:there, the only marketer at the
Speaker:time we were, when I say manually
Speaker:routing leads, I mean, a new lead
Speaker:would enter our HubSpot instance.
Speaker:I would take my.
Speaker:laptop.
Speaker:And this is like my
Speaker:first job out of college.
Speaker:I would take my laptop, unplug it from the
Speaker:dock and run over to the sales floor to
Speaker:be like, Hey, who's available right now.
Speaker:And then whoever raises their hand
Speaker:and I would reassign and route it
Speaker:appropriately in HubSpot to make it
Speaker:think over into our Salesforce CRM.
Speaker:And that's how we were routing leads.
Speaker:And then I got to the point where
Speaker:I was like, I had become pregnant.
Speaker:I was like, I'm getting too old for this.
Speaker:I cannot run from one floor to the other.
Speaker:while I'm like carrying
Speaker:this kid in my belly.
Speaker:Can't do it.
Speaker:So like we need a solution.
Speaker:And that was like my really
Speaker:dramatic way of finding Chili Piper.
Speaker:So we found Chili Piper
Speaker:stood it up implemented it.
Speaker:It solves all of our problems.
Speaker:It was great.
Speaker:Um, left kindful to go to another
Speaker:B2B SaaS company and saw the same
Speaker:problem happening there, um, with their
Speaker:like internal qualification process,
Speaker:as well as their handoff process.
Speaker:So Anyways, long story
Speaker:short, stood it up there.
Speaker:a Couple years later, I got reached out
Speaker:to, by a recruiter that was like, Hey,
Speaker:this company insert social proof here
Speaker:is looking for a director of demand
Speaker:gen to run their demand gen team.
Speaker:They've never had an in-house
Speaker:marketing team before.
Speaker:Like, are you interested?
Speaker:And I emailed the recruiter
Speaker:back and was just like, if
Speaker:this is Chili Piper, I'm down.
Speaker:If it's not I'm out, like
Speaker:I'm not actively looking.
Speaker:Right.
Speaker:now."
Speaker:And he was like, so befuddled by
Speaker:the fact that I knew them based off
Speaker:of their social proof, like just
Speaker:based on their customer listing.
Speaker:uh, he was like, weird.
Speaker:Yeah.
Speaker:It's Chili Piper [inaudible 00:02:47].
Speaker:So That's how I'm here.
Speaker:Um, I have this, I think is my first
Speaker:opportunity to go from championing
Speaker:and admitting a product at another B2B
Speaker:SaaS company to like owning a demand
Speaker:gen strategy for that same brand.
Speaker:So it just seemed like such a natural
Speaker:fit that I couldn't pass it up.
Speaker:So that's why I'm here.
Speaker:Um, Chili Piper itself, um, is an
Speaker:inbound engagement platform that helps.
Speaker:Demand gen marketers optimize
Speaker:their website conversions
Speaker:from form fill to demo booked.
Speaker:Um, and then on the flip side, we also
Speaker:have an additional product called instant
Speaker:Booker that helps, um, with sales handoff
Speaker:process from SDR to AEs calendars.
Speaker:Super, super great.
Speaker:I've been, I've been following the
Speaker:company for a while and you guys have
Speaker:just been I mean, on fire chili-wise
Speaker:I guess, but, uh, it's been great
Speaker:to watch you guys grow and, um,
Speaker:and it's a much needed product and.
Speaker:uh, uh Congratulations for that.
Speaker:yeah.
Speaker:Thank you.
Speaker:No, it's been quite wild.
Speaker:I feel like, um, in and of itself, when
Speaker:I joined the company, there had never
Speaker:been in-house marketing before, so
Speaker:they had made it five years, um, with
Speaker:tremendous growth, with a pure outbound
Speaker:sales motion and no marketing team.
Speaker:So that told me that there was
Speaker:obviously tons of opportunity for
Speaker:further growth, but also spoke volumes
Speaker:about the power of the product.
Speaker:Um, because the grind of an outbound sales
Speaker:cadence is like, Unmatched like any other.
Speaker:And so the fact that they had
Speaker:found that much success with
Speaker:only outbound sales was insane.
Speaker:Yep.
Speaker:And on top of all that you're, you're the
Speaker:host of your own podcast, demand gen chat.
Speaker:Tell us about how that came to be.
Speaker:Yeah, yeah.
Speaker:Yeah.
Speaker:So personally I'm quite obsessed
Speaker:with podcasts and really like
Speaker:to consume information that way.
Speaker:Um, Not so much for business
Speaker:information, but I'm quite
Speaker:obsessed with true crime podcasts.
Speaker:So any true crime podcasts that's
Speaker:out there, I've probably listened
Speaker:to every episode that they have,
Speaker:but I find it a really effective
Speaker:way to consume information.
Speaker:Um, so my love for true crime podcast kind
Speaker:of grew into a love for business podcasts.
Speaker:Um, and of course, like anything
Speaker:and everything that wonder
Speaker:it puts out is top notch.
Speaker:And Um, it was just like a great way
Speaker:for me as a busy individual in my
Speaker:personal life to consume information.
Speaker:And then I was thinking, you know, there's
Speaker:not really a great, um, community for
Speaker:a demand gen marketer, So it started
Speaker:as a passion project, honestly, um, to
Speaker:just try and cover some of these like
Speaker:401 level topics that weren't actively
Speaker:being discussed in the demand gen world.
Speaker:So, um, I always say that,
Speaker:like I went to school for.
Speaker:Technically exactly what I do today, but
Speaker:I didn't learn a single thing in college.
Speaker:That's applicable to my day-to-day work.
Speaker:Right.
Speaker:I'm sure that's the same for you.
Speaker:Right.
Speaker:And so it's like, we almost need like
Speaker:a continue, like a continued education
Speaker:opportunity for demand gen specifically.
Speaker:Um, just because I feel like our world,
Speaker:especially in SaaS is evolving daily
Speaker:and like my college education didn't
Speaker:help me and isn't helping me at all.
Speaker:Um, so yeah, it started as a passion
Speaker:project and honestly, I just wanted
Speaker:the, a better opportunity to talk to
Speaker:other demand gen marketers in the space.
Speaker:And it's grown into this, You know,
Speaker:really great community that it is today.
Speaker:Um, it's been wildly more successful
Speaker:than we ever imagined it would be.
Speaker:So, yeah, we're actually just
Speaker:looking for ways to actively lean
Speaker:in harder to further that community
Speaker:and provide them with more content
Speaker:that's helpful in their day to day.
Speaker:That's, That's super awesome.
Speaker:I mean, uh, and since you have
Speaker:your own podcast, I assume that
Speaker:you're trying to stay current
Speaker:on everything that's going on.
Speaker:Are there other podcasts or blogs or
Speaker:things that you, pay attention to?
Speaker:yeah, that's a great,
Speaker:that's a great question.
Speaker:And I think.
Speaker:too, I'm like Personally
Speaker:on information overload.
Speaker:So I'm always trying to like
Speaker:consume and stay relevant.
Speaker:And for me, obviously consuming
Speaker:other people's podcast is great.
Speaker:So, um, Chris Walker has
Speaker:a really great podcast.
Speaker:It's called state of demand gen.
Speaker:Um, lovely.
Speaker:He puts out tons and tons of content.
Speaker:That's super valid, um, and questions,
Speaker:the status quo, which I support and love.
Speaker:Um, outside of that, LinkedIn is
Speaker:obviously a huge place that I go.
Speaker:There are tons of really great
Speaker:marketing leaders in the space these
Speaker:days that are very active on LinkedIn.
Speaker:So, Um, Kyle Lacy is one of them.
Speaker:Um, Dave Gearhart of
Speaker:course is one of them.
Speaker:If you're not following these
Speaker:guys on LinkedIn and Twitter,
Speaker:you should definitely go do it.
Speaker:Um, there are a handful of others,
Speaker:but I think those are like the
Speaker:three that come top of mind.
Speaker:Well That's awesome.
Speaker:Yeah.
Speaker:there's a few that I like too.
Speaker:And I, you know, just to plug a, a friend
Speaker:here, but Jared, uh, from uh, revenue
Speaker:genius, I mean, I like the community.
Speaker:I like some of the content they have
Speaker:coming out, including our own webinar.
Speaker:That's coming out this week.
Speaker:so, Um, cool.
Speaker:Well, uh, could we, uh, talk
Speaker:about data superheroes for a bit?
Speaker:I mean, just like it was a passion for
Speaker:you to do, uh, your demand gen chat.
Speaker:I mean, for me, uh, automating processes
Speaker:without having a clear handle on your
Speaker:data is almost nearly impossible.
Speaker:So when we started Syncari, it's really
Speaker:about how do we tie the, the workflow
Speaker:with the data automation pieces and with
Speaker:the automation pieces and get that to
Speaker:where people can run the proper place.
Speaker:The thing I like to say A lot Kaylee
Speaker:is that, um, you know, we, we, we
Speaker:have gotten to a point where our
Speaker:tech stacks denote or tell us what
Speaker:plays we can run in our playbook.
Speaker:And what we really want is we want
Speaker:a tech stack that inter-operates,
Speaker:that allows us to run the plays
Speaker:that are in our own playbooks.
Speaker:And so that's really what the Genesis
Speaker:for data Superheroes has been is
Speaker:how do we get more light on the
Speaker:fact that data and processes are,
Speaker:are the same and they're together.
Speaker:they work together to make stuff happen.
Speaker:So, I guess the first question I've
Speaker:had for you on the data superhero
Speaker:set is, you know, what do you see as
Speaker:the importance of data to Demand Gen?
Speaker:And, Um, you know, what, what did you
Speaker:wish you more importantly, what you
Speaker:wish you didn't see as a result of
Speaker:the data, things that were going on?
Speaker:Yeah, absolutely.
Speaker:So the importance of data in demand
Speaker:gen, I know that the demand gen
Speaker:world itself is a little bit in
Speaker:a stage of evolution right now.
Speaker:So the way that people define
Speaker:demand gen is quite different, um,
Speaker:depending on who you ask and what
Speaker:stage of growth that company is in.
Speaker:But for me historically, like my personal
Speaker:career has really been in performance
Speaker:marketing and that arm of demand gen.
Speaker:So Every single thing that
Speaker:I am doing is data backed.
Speaker:And it has never really been supported
Speaker:by like a brand motion, which is
Speaker:obviously the new uh, way of defining
Speaker:demand gen is it's a little bit of
Speaker:performance, a little bit of brand.
Speaker:Yep.
Speaker:Um, but my own background has
Speaker:always been performance marketing.
Speaker:So every single ad campaign, like
Speaker:down to the keyword is all about data.
Speaker:Um, and of course, like, All that data is
Speaker:very siloed and very disparate, depending
Speaker:of on what campaign you're launching and
Speaker:what platform that campaign lives in.
Speaker:Um, but I think all of that needs to level
Speaker:up to some system of truth or source of
Speaker:truth, um, which I, I guess normally ends
Speaker:up being a spreadsheet, uh, because it
Speaker:all lives a little bit of a different
Speaker:place, unless I guess you're using
Speaker:your product, which seems like that's
Speaker:why you created it in the first place.
Speaker:It makes total sense.
Speaker:Um, but in terms of.
Speaker:what...
Speaker:I think your secondary question
Speaker:was, what do I wish I hadn't seen?
Speaker:I think, I think, Yeah,
Speaker:yeah, [crosstalk 00:09:44].
Speaker:... Yeah, I think far too often, there
Speaker:are a lot of like leading indicators
Speaker:in data that aren't captured.
Speaker:At the bottom line, right?
Speaker:That don't end up in your
Speaker:Salesforce ecosystem.
Speaker:And so it's like, well, you know,
Speaker:your CFO or whoever you're rolling
Speaker:up to looks at it and it's like,
Speaker:well, we don't see it in Salesforce.
Speaker:that means it didn't happen.
Speaker:And the old, my old way of thinking
Speaker:would have 100% agreed with that.
Speaker:But my new way of thinking,
Speaker:especially for us, we're really
Speaker:leaning hard into this dark funnel.
Speaker:Um, and we're using that to lead our
Speaker:marketing strategy and dark funnel
Speaker:just means it's not super trackable in
Speaker:Salesforce, which is how we operate.
Speaker:today.
Speaker:So for instance, this podcast that
Speaker:we run, um, we run it weekly data for
Speaker:that lives a little bit of everywhere.
Speaker:Um, things that we wish, you know,
Speaker:we wish we could see in Salesforce
Speaker:or in like our ultimate source of
Speaker:truth are, Hey, we heard about you
Speaker:from your podcast or Hey, we're avid
Speaker:listeners, recurring listeners, whatever
Speaker:it is, but that's not how it works.
Speaker:Um, so if a CFO looks at it, they're
Speaker:like, you need to stop doing all of this.
Speaker:Like it's not making any sense.
Speaker:It's not driving.
Speaker:revenue."
Speaker:But we know that that's not the case.
Speaker:Right.
Speaker:We're building a really strong
Speaker:community around that podcast.
Speaker:And unfortunately it just doesn't map up
Speaker:to leadership and it's like not reportable
Speaker:in the way that they want it to be.
Speaker:Right.
Speaker:Yeah.
Speaker:Interesting moments, across the board
Speaker:are important to understanding what's
Speaker:working and what's not, and Right.
Speaker:...it's interesting that people
Speaker:don't don't always have that lens
Speaker:when they're looking at this data.
Speaker:It's, it's been interesting.
Speaker:So look, I mean, a bit, we've both
Speaker:been around demand gen for a long
Speaker:time and we've seen a lot of things.
Speaker:As they're changing, stay a lot the
Speaker:same, but, uh, over the last decade
Speaker:or so, but how are you seeing things
Speaker:changing in demand gen and specifically
Speaker:around data around demand gen?
Speaker:Uh, if it better.
Speaker:yeah, well, we know that the beginning
Speaker:of this year had a lot of changes in
Speaker:terms of tracking privacy policies,
Speaker:cookie tracking, all of those things.
Speaker:And so we're now in this post cookie world
Speaker:is what everybody seems to be calling it.
Speaker:Um, and so yeah, with that,
Speaker:like a ton of our data is now.
Speaker:Arbitrarily gone.
Speaker:Um, a lot of our, like when we're looking
Speaker:at marketing data by source, um, a
Speaker:significant percentage, like 60% plus is
Speaker:now coming from either direct or organic.
Speaker:And we know that that's not the
Speaker:case they're likely coming from
Speaker:paid channels and just didn't opt
Speaker:into cookie tracking, etc, So that.
Speaker:um, bread...
Speaker:whatever bread breadcrumb trail or
Speaker:whatever we're gonna call it is now gone.
Speaker:Um, so a lot of the...
Speaker:Yep.
Speaker:...the marketing that we're having to
Speaker:rely on is a little bit more gut-faced
Speaker:than it ever has been, which is a little
Speaker:scary and intimidating on the front end.
Speaker:But I think once.
Speaker:um, Once all these shifts that continue
Speaker:to happen, the marketers that are like
Speaker:really good marketers that understand
Speaker:their audience and are close to
Speaker:their customer base are gonna be the
Speaker:companies that rise above the rest.
Speaker:And I think that, um, Obviously like
Speaker:cookie tracking, will have tons of
Speaker:iterations, I think for years to come.
Speaker:And so the people that can just go ahead
Speaker:and like ditch the cookies all together,
Speaker:and lean in to good marketing without
Speaker:a million tracking pixels all over
Speaker:the place are gonna be the companies
Speaker:that ultimately shine in the long run.
Speaker:Um, and aren't so dependent on these
Speaker:guardrails that we've been kind of
Speaker:allowed for the last five to ten years.
Speaker:Yep, yep.
Speaker:our, our head of demand gen Aubrey Morgan
Speaker:has a blog that she's got on syncari.com
Speaker:That talks about this very topic, but
Speaker:one of the questions I had for you was
Speaker:if you had, you know, it's got some
Speaker:advice in there, but I'm curious to hear
Speaker:what your advice would be to people that
Speaker:are gonna be going through this change.
Speaker:Yeah, I think for, so there there's
Speaker:another company too, and I, um, oh, I
Speaker:should have looked them up before we
Speaker:chatted because now they're of course like
Speaker:losing, I can't remember the name of it.
Speaker:There's another company that, um, I've
Speaker:been following their head of marketing
Speaker:on LinkedIn for a couple of months.
Speaker:Now they've actually adopted
Speaker:no, they're not tracking.
Speaker:at all.
Speaker:They've already just looked
Speaker:in, and completely committed.
Speaker:Right.
Speaker:So I think if like, I don't know if
Speaker:I could give a word of advice and we
Speaker:even aren't yet following it ourselves.
Speaker:So this is like a word of advice,
Speaker:to listeners, and to myself that
Speaker:like the faster you can lean in
Speaker:and move towards that model, I
Speaker:think the better off you will be.
Speaker:long term.
Speaker:It's gonna be like very risky.
Speaker:Um, and like a lot of trust in the
Speaker:system and your demand leaders or
Speaker:your marketing leaders in general.
Speaker:Um, but I think in the long run,
Speaker:it's like, it will put you light
Speaker:years ahead of your competitors.
Speaker:If you're the only ones that are doing it.
Speaker:So like, Yeah there's
Speaker:[inaudible 00:14:02]...
Speaker:Oh sorry.
Speaker:no, you're good.
Speaker:I was just gonna say it's like ditch it
Speaker:completely the faster you can, the better
Speaker:It's, it's very interesting, 'cause I'm
Speaker:seeing that, um, you know, That doing
Speaker:a strategy like this, where you're,
Speaker:what you just talked about, I think is
Speaker:gonna lead to, you know, leading into
Speaker:what really is predicting your business.
Speaker:And I think it's gonna help remove
Speaker:a lot of the noise that we all get
Speaker:mired in with all the stuff that comes
Speaker:in from all these different channels
Speaker:and all these different signals that
Speaker:we're trying to pay attention to.
Speaker:it's gonna make you focus on, like,
Speaker:this is an important thing I need to
Speaker:know about, because this is what's
Speaker:actually getting people into the door.
Speaker:and, And I just, I view it as a
Speaker:potential positive impact to refocus
Speaker:demand gen on the things that matter.
Speaker:So, um- yeah, I agree with that.
Speaker:And I think too, like something that
Speaker:kind of stood out to me recently and I
Speaker:made a post about it on LinkedIn as well.
Speaker:where it's just like, There's so much
Speaker:noise, especially in software, like, and
Speaker:especially towards this audience, right?
Speaker:If you're targeting rev ups, or demand gen
Speaker:marketers like that audience in general
Speaker:is very peppered with other advertising
Speaker:from all like B2B marketers, 'cause
Speaker:these people are most often the people
Speaker:that own the process and own the budget.
Speaker:Right, right.
Speaker:And so they are crowded with stuff.
Speaker:And like one of the easiest ways for you
Speaker:to stand out above the crowd is like going
Speaker:back to brand and back to like valuable.
Speaker:Premium content that actually matters.
Speaker:Cause like, when I think about my inbox
Speaker:today and even yours, I don't even wanna
Speaker:imagine what your inbox looks like.
Speaker:But when I imagine just my inbox, it is
Speaker:filled with so much crap and my statement
Speaker:and like my epiphany that I came to one
Speaker:day was just like, I don't even really
Speaker:care like what your subject line is.
Speaker:I don't even look at it anymore
Speaker:because there's so much stuff
Speaker:that comes into my inbox.
Speaker:All I'm looking at I'm
Speaker:just skimming for names.
Speaker:And so like, if your name shows up
Speaker:in my inbox, I'm like, "Oh, I don't
Speaker:even care what the subject line is.
Speaker:I'm gonna open it because
Speaker:I know it's valid content.
Speaker:Whereas all this other stuff is probably
Speaker:just like an outbound cold sales email.
Speaker:Yeah.
Speaker:... Uh, And so I'm just gonna delete it.
Speaker:And so I think it's like leaning into
Speaker:that in your inbox, but also leaning
Speaker:into that, like for your entire go to
Speaker:market strategy is gonna be so important.
Speaker:Mm-hmm [affirmative].
Speaker:So, what do you say if you don't want
Speaker:any more emails about, do you need
Speaker:more leads or anything like that?
Speaker:right.
Speaker:Like stop sending me that like any
Speaker:salesperson that's listening to this
Speaker:podcast right now, please stop sending me
Speaker:emails, asking me if I wanna buy your list
Speaker:because the answer is like bars No hard.
Speaker:No, I have never bought a list.
Speaker:I will never buy your list.
Speaker:You know what I mean?
Speaker:If you had like your number one leadership
Speaker:tip that you've you know, learned along
Speaker:the way or picked up along the way.
Speaker:What would that be?
Speaker:Oh, a number one.
Speaker:Leadership tip.
Speaker:Um, Something that I do, especially,
Speaker:I don't know how I'm sure most people
Speaker:are still working entirely remote these
Speaker:days or maybe still largely remote.
Speaker:Um, but something that I did in my
Speaker:last gig where I was also remote,
Speaker:it's just like for me as an individual
Speaker:I'm definitely a people person.
Speaker:And I, when I was working at
Speaker:jobs where I was in person, I.
Speaker:always said, Um, "Look, I spend more time
Speaker:with these people, which would be my team.
Speaker:than I get to spend with my children.
Speaker:So on some degree, like I have to know
Speaker:and understand your personal life and
Speaker:your personal values, because I feel
Speaker:like it connects us greater on like a
Speaker:human level, um, than anything else.
Speaker:And in a remote.
Speaker:world, That piece of it
Speaker:is a little bit hard.
Speaker:Um, so something that I implemented
Speaker:here that our full marketing team
Speaker:does now is just these about me docs.
Speaker:Um, we call them, ReadMes.
Speaker:and it's just like anything and everything
Speaker:that you need to know about me as an
Speaker:individual, as a marketing leader, as a
Speaker:demand gen leader, my entire philosophy,
Speaker:how I run my team, how I prefer feedback.
Speaker:It's like crystal clear.
Speaker:It's very.
Speaker:blunt.
Speaker:Um, there's like no fluff
Speaker:involved and it's like, if you
Speaker:don't agree with it, that's cool.
Speaker:But like, I, it's my opportunity to
Speaker:be very direct and upfront with how I
Speaker:operate and how I want to run my team.
Speaker:Um, and then in turn, when we onboard
Speaker:new people, we ask them for the
Speaker:same, like, please be very direct.
Speaker:This is your opportunity to
Speaker:like lay it out on the line.
Speaker:And it actually has created
Speaker:some really great synergies
Speaker:amongst us because we just.
Speaker:like, You know, no bullshit.
Speaker:Here's how it is.
Speaker:And I, I think it's like, it's super
Speaker:simple, but like a lot of people just
Speaker:don't understand how people prefer to
Speaker:work or wanna run their team or what their
Speaker:marketing philosophy is, or heck even
Speaker:like what their business philosophy is.
Speaker:Um, and so I think it's been really
Speaker:instrumental for us, especially
Speaker:as our team grows super fast to
Speaker:just get to know each other, like
Speaker:quick and easy and like, cool.
Speaker:This is it.
Speaker:This is how we need to work
Speaker:together so that we can just.
Speaker:like Not deal with all the like
Speaker:feelings and emotions that come
Speaker:with misreading or misinterpreting
Speaker:a slack and like understanding the
Speaker:emotion behind how people operate.
Speaker:That's super cool.
Speaker:[inaudible 00:18:35] have a cool tip,
Speaker:but you're already applying it and
Speaker:I, I love it because two core values
Speaker:we have here that mean a lot to me
Speaker:is, is "Seek and speak the truth, Mm.
Speaker:um, and "Had full transparency.
Speaker:So.
Speaker:and I, And I do it.
Speaker:I mean, look, there's only a couple
Speaker:things I don't tell my team and
Speaker:that's, if I'm legally or sort of
Speaker:fiduciary, you know, not able to do it.
Speaker:Um, other than that, I, I let
Speaker:everybody know everything I possibly
Speaker:can because you can't build a team
Speaker:without everybody understanding
Speaker:everything that's being contemplated.
Speaker:And, and especially at this size,
Speaker:it's a lot easier At your size,
Speaker:it gets harder and it gets even
Speaker:harder above 500 employees and 1000
Speaker:employees and things like that.
Speaker:So, but great set there.
Speaker:Uh, Kaylee, I really appreciate that.
Speaker:All right.
Speaker:Last question for you.
Speaker:So.
Speaker:Um, you know, I, I, there's a
Speaker:lot of trends, a lot of things
Speaker:happening in demand gen these days.
Speaker:But are there things that you're
Speaker:seeing that are exciting you over...
Speaker:specifically just in general at
Speaker:demand gen if there's anything
Speaker:around data, that's exciting.
Speaker:you?
Speaker:I think, look, there are tons
Speaker:of, there are tons of classes.
Speaker:I think of demand gen marketers out there.
Speaker:And like, I would love to speak
Speaker:broader, but demand gen has like,
Speaker:unfortunately always been my lane.
Speaker:So that's what I feel like
Speaker:I'm most knowledgeable.
Speaker:about.
Speaker:Um, and I think that demand gen is
Speaker:in this huge state of evolution.
Speaker:So like when I first got into marketing,
Speaker:it was like all about lead gen, right?
Speaker:It's all about those friends
Speaker:that are emailing us that are
Speaker:asking us to buy their lists.
Speaker:And it was like really gross and icky.
Speaker:And we were completely reliant
Speaker:on any opportunity to cookie
Speaker:or pixel track you or whatever.
Speaker:Um, and it was all about gated
Speaker:content and it was just very salesy.
Speaker:Now, I think finally, B2B marketing
Speaker:is taking, um, a page out of the B2C.
Speaker:Marketing playbook as we
Speaker:should have 10 years ago.
Speaker:But for some reason,
Speaker:B2B is just very behind.
Speaker:I think that literally, I don't know
Speaker:if it was COVID related or what has
Speaker:happened in the last 12 months, but
Speaker:something has really accelerated the
Speaker:rate in which B2B is trying to catch
Speaker:up with B2C morphing, Um, and some
Speaker:things are like some really cool things.
Speaker:Ob- Obviously, podcasting is a
Speaker:huge part of this new playbook.
Speaker:Um, not gating content, not
Speaker:putting things behind a lead form.
Speaker:All of that stimulates
Speaker:back to, Um, content that's
Speaker:actually gonna move the needle.
Speaker:That's very informative.
Speaker:That's not SEO, keyword heavy.
Speaker:That's like a, what is an MQL?
Speaker:Right?
Speaker:Like we're moving away from that
Speaker:marketing model and moving into like
Speaker:really progressive marketing strategies
Speaker:that I am like, obviously we are
Speaker:trying to adapt here at Chili Piper.
Speaker:We used to be a company
Speaker:that gated content too.
Speaker:So I can say like we're guilty of it.
Speaker:But, um, we are trying to be at the
Speaker:forefront of that movement along
Speaker:with several other really, really
Speaker:great in class marketing companies.
Speaker:And Uh, I'm just really excited for it.
Speaker:I think it's gonna, like I said, I think
Speaker:I said this earlier about, specifically
Speaker:about cookies, but I mean, it, in like
Speaker:the greater sense of marketing, I think
Speaker:that B2B SaaS is always gonna be a feature
Speaker:war, like who can build the best feature,
Speaker:the fastest, the quickest, and brightest.
Speaker:Like, it's always that, like,
Speaker:regardless of what you think your
Speaker:competitor can build your feature set.
Speaker:like...
Speaker:But the companies that are gonna win
Speaker:are the companies that have the stronger
Speaker:brand, like look at any head-to-head
Speaker:competitive company out there right now.
Speaker:And tell me which one is winning.
Speaker:It's the one that's taken the
Speaker:time to build the community
Speaker:and to build the brand.
Speaker:Um, and so, yeah, I think we're
Speaker:just excited to like, accept
Speaker:that challenge and, um, try and
Speaker:be a player in that game for us.
Speaker:as well.
Speaker:That's super awesome.
Speaker:Kaylee, I just wanna you know,
Speaker:uh, echo everything you said.
Speaker:I, I agree with everything you just said.
Speaker:And, um, I I see us, you know, that we
Speaker:overly use the word personalization.
Speaker:I think we need to stop doing that a
Speaker:little bit because it's really about
Speaker:humanization or humanizing, the experience
Speaker:that someone has with your company.
Speaker:And if we.
Speaker:can start Focusing back on that's
Speaker:what, that's, what B2C does they focus
Speaker:on the human and the individual and,
Speaker:and, but it's not personalization in
Speaker:the marketing sense in, in that way.
Speaker:And that's a wrap.
Speaker:Thank you so much for
Speaker:listening to today's episode.
Speaker:If you enjoyed this content, please
Speaker:be sure to leave us a review.
Speaker:It really does help us continue to
Speaker:bring content like this your way.
