This time on Pipeline Brew, Matt is joined by Andrew Racine, VP of DemandGen and Growth at Writer, the full-stack generative AI platform for enterprises.

Andrew shares the journey he’s taken through the SaaS industry to where he is today, including how he got his start with HubSpot originally as an SDR. His transition to other major organizations such as MongoDB and Fivetran are a reminder of how career paths are seldom linear, especially in marketing.

One consistent highlight from their conversation is Andrew's emphasis on the importance of human connection in marketing, a refreshing take in an era dominated by automation and data-driven strategies. Andrew underscores the necessity of understanding customer needs deeply, distinguishing Writer’s approach to create GenAI applications that can tackle business problems and amplify human effort, not replace it.

Marketers looking to level up their own career should keep an ear out for two pieces of advice: the power of empathy and the long-term importance of brand over short-term metrics. Also stay tuned to hear about baseball, parenting, and the west coast.

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Guest Bio

Andrew Racine is a seasoned marketing professional currently serving as the VP of Demand Gen and Growth at Writer, a leading generative AI platform. With a robust background in demand generation, he has previously held significant roles at Fivetran, Turbonomic (an IBM company), and MongoDB. Racine's expertise lies in helping companies scale their marketing efforts effectively, leveraging his experience from various high-profile organizations. He holds an MBA from Babson College and has a history of driving growth through innovative marketing strategies.

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Guest Quotes

“People want to be heard. They want to be understood and they want to spend their time on things that are going to help them advance. And so you need to have those in mind, not in a selfish way, but in a way that will help them achieve their goals. And if you can help them do that, hopefully they pick you again and it's a win-win.”

“We're just really trying to get people to understand how we can help them solve a specific problem. And then our job in marketing is just getting really good at understanding their problems and those use cases that make it a no brainer to invest in something like generative AI. So that focus – it is fast because we have to keep at pace with the market, and maybe even be a little bit ahead of it. But [also] we need to be focused on what really matters to folks and not get swept up into all the noise.”

“If you're constantly playing those growth hack games, I just think you're constantly going to be looking for more and more silver bullets and it'll take you away from the long term investments. And so, I think fundamentally Demand Gen needs to be looked at from a long term view. And the one thing that I've learned is just the importance of brand and that's not always in the purview of a Demand Gen Marketer.”

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Time Stamps

00:00 - Episode Start

00:55 - Ice Breaker

03:02 - Andrew's Background

06:38 - Early lessons in empathy

07:52 - What is Writer?

11:22 - How Writer stays connected to their customers

13:43 - Leveraging field marketing

15:30 - Drinking your own champagne

18:37 - "Writer Speed"

20:45 - Start with the problem

24:13 - How to maintain the human element

26:39 - Bring it back to brand

33:17 - What's on Tap

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Links

• Connect with Andrew Racine on LinkedIn
• Check out Writer
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

On this episode of Pipeline Brew, Matt welcomes A. Lee Judge, Co-Founder of Content Monsta, a content marketing, video, and podcast production agency specializing in the production of content that drives business.

Lee shares his journey from a DJ and photographer to a marketing entrepreneur, emphasizing how his foundation and early experiences led to his successful career in marketing. He also talks about what inspired him to start Content Monsta and the story behind the name.

Throughout their conversation, Matt & Lee discuss the ongoing debate of “Quality vs. Quantity” in regards to content and what strategies organizations should be taking. Rather than saying the two are mutually exclusive, Lee introduces the Quality vs. Quantity (QVQ) funnel strategy, outlining that it’s more important to target each stage of the funnel differently to have the most impact.

Touching upon the crucial topic of sales and marketing alignment, Lee underscores the need for cohesive collaboration between these two departments to create a seamless customer experience. Read more about this in his upcoming book, CASH: The Four Keys to Better Sales, Better Marketing, and a Cohesive Revenue Machine.

Later on, you’ll hear more about Lee’s personal life and what he drinks to avoid a hangover.

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Guest Bio

A. Lee Judge is the Co-Founder and CMO of Content Monsta, a digital content agency. He also serves as Global Digital Marketing Manager, at Hexagon Geosystems. Previously, Lee served as Sr. Digital Marketing Director at B2B customer service software company Jacada, connecting the organization’s Sales and Marketing Operations. Focused on B2B marketing for over 20 years, Lee is both a digital marketing practitioner and creative content entrepreneur. He is a leading LinkedIn video creator, Forbes Agency Council member, and engaging event speaker providing training on digital marketing, content creation, social selling, and sales enablement from the Marketing point of view.

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Guest Quotes

“I realized that there was a gap there in terms of what the market needed. I was a marketer who needed video, who didn't have a $10,000 budget, who needed to do more than just one video a month. And so I launched Content Monsta to begin creating content for businesses at a faster pace, better economy.”

“Quantity doesn't mean you have to lose quality. And fast doesn't mean cheap and low quality.”

“While you're saying: ‘But it wasn't in the studio, but it doesn't have our logo behind this, the quality isn't there.’ Meanwhile, your consumer is consuming all of your competitors' content, and they're not judging it by the type of camera. They're judging it by: ‘Did they move me closer to doing business with them?’ And that's what your competitor is doing.”

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Time Stamps

00:00 - Episode Start

00:47 - Ice Breaker

02:29 - A. Lee Judge's Background

04:32 - From analogue to digital

07:55 - What is Content Monsta?

12:35 - Balancing content quantity and quality

17:29 - Creating content for each stage of the funnel

21:18 - Impressions are everything

23:25 - Repurposing content

27:35 - Lee's advice for others

33:03 - What's on Tap

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Links

• Connect with A. Lee Judge on LinkedIn
• Check out Content Monsta
• Get your copy of CASH: The Four Keys to Better Sales, Better Marketing, and a Cohesive Revenue Machine
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

Today on Pipeline Brew, Matt is joined by Greg Verdino, Founder & Chief Operating Officer of CognitivePath, an AI consulting firm that guides organizations through this new era of artificial intelligence.

Greg takes us on a journey through the AI landscape, debunking the myth of AI as a miracle worker and framing it instead as a trusty sidekick that elevates your marketing game only if you stick to the fundamentals. From AI's mimicry potential to the importance of good data, Greg sheds light on how to avoid the AI bubble trap by aligning tech with tactical goals and crafting authentic content that speaks from the soul.

Additionally, Greg and Matt touch on the allure of any shiny new tech tool, and how marketers need to resist the siren call of innovation without intention. It's all about getting back to basics—knowing your audience and letting AI be the Watson to your Sherlock. Greg shares a few tactical pieces of advice on how to channel AI effectively, harnessing its power for genuine transformation rather than getting caught up in the tech hype.

As always, the conversation wraps up with some personal stories, where Greg shares some stories from his parental life and his experience running the content consultancy, VERDINO, with his partner Amanda.

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Guest Bio

Greg Verdino is the author of Never Normal: Uncommon Ideas for Leaders Who Won’t Settle for the Status Quo (2020) and microMARKETING: Get Big Results By Thinking and Acting Small (McGraw-Hill, 2010). And as the co-creator of The Adapt Manifesto, Greg is leading a movement to align leaders around a core set of principles that help organizations reliably and repeatedly adapt to the changing environment in which they operate.

His perspectives have been shaped by 30+ years spent working at the forefront of change. Over the course of this career he has advised hundreds of organizations including more than 50 of the Fortune 500; has served in senior leadership positions at a half-dozen technology start-ups; and has launched innovative products, lines of business, and divisions from within traditional companies. Through his work speaking, writing, and consulting on digital strategy, business transformation, and adaptability he helps leaders build thriving, future-ready companies.

Greg is also the founder of CognitivePath, a strategic AI consultancy that helps organizations harness the transformative power of generative AI to enhance productivity, unleash creativity, improve performance, and create strategic advantage.

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Guest Quotes

“There have been some unreasonable expectations set around what today's generative AI tools are actually capable of delivering.”

“Content is a complex beast. It's easy to put words on paper. It's much more difficult to ensure that those words bring real insight, perspective, point of view, and something new to the market.”

“AI is not a miracle machine, but a mimicry machine. It's been trained on all of the world's data, and what that means is at the end of the day, pure AI content brings to the table a raw average of everything else that's ever been produced.”

“Good content is about answering your prospects or customers’ most burning questions.”

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Time Stamps

00:00 - Episode Start

00:54 - Ice Breaker

01:21 - Is AI a miracle machine for marketers?

05:36 - What makes great content

08:47 - Prediction vs. Generation

11:29 - Your AI is only as good as your data

16:03 - Don't become obsessed with the shiny new object

18:48 - Are we seeing the bubble starting to burst?

23:13 - Greg's advice for marketers looking to capitalize on AI tools today

26:22 - Learnings from CognitivePath's AI Maturity Model

29:49 - What's On Tap

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Links

• Connect with Greg Verdino on LinkedIn
• Check out Cognitive Path
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

In this episode of Pipeline Brew, Matt Hummel welcomes Zach Diamond, Strategic Program Manager at Miro, who shares his exciting journey from food tech to championing innovation workspaces.

Miro, formerly known as RealtimeBoard, is a digital collaboration platform designed to facilitate remote and distributed team communication and project management. Having been with the organization for nearly four years, Zach discusses his role and how personalized customer engagement and strategic discovery can significantly impact demand generation and product marketing. He also emphasizes the importance of understanding customers' specific needs and using that insight to create value-driven, bespoke solutions that resonate on a deeper level than traditional metrics might indicate.

Additionally, Matt & Zach talk about Miro's Discovery Center, an innovative space designed to foster deep customer relationships and immersive experiences. By offering a unique blend of in-person and remote engagements, the Discovery Center has become a crucial tool in Miro's approach to building trust and loyalty among its clients.

Be sure to stick around to the end of the episode to learn about one of Zach’s other passions…caviar!

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Guest Bio

Zach Diamond is a Strategic Program Manager at Miro, a leading online collaboration platform based in Austin, Texas. In his role, he focuses on enhancing customer relationships and driving strategic initiatives within the Miro Discovery Center, where he works to optimize user experiences and maximize client value.

With a strong background in software development, Zach effectively bridges the gap between technical teams and business stakeholders. His expertise in program management and demand generation allows him to identify growth opportunities and implement strategies that enhance customer engagement and satisfaction.

Passionate about fostering collaboration and innovation, Zach emphasizes open communication and teamwork within his projects. Outside of work, he enjoys exploring Austin's vibrant culture and staying updated on the latest trends in technology and business, reflecting his commitment to continuous learning and personal growth.

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Guest Quotes

“When I advise other companies, I really push them on how to get customers in the door without a sales rep. And I think the exception to the rule would be if you're doing like hardware, or data storage, or something like cloud architecture, where you really do need to be face to face talking to a person.”

“What my team does is show instead of tell. I always bring it back to: ‘Why are you doing this?’ Not: ‘How do you do it?’ So we start off every session with a session called Voice of the Customer. And this is just strategic questioning. And it's one of my favorite parts of the job because it snowballs into a massive conversation.”

“I think you said it with sales folks struggling to strategically sell or leading with value. In a lot of ways, we've forgotten the gift of the gab. You know, we got so used to selling over Zoom calls and not going in person that we've forgotten how much that matters to a customer who's trusting you with a ton of money every year.”

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Time Stamps

00:00 - Episode Start

000:51 - Icebreaker

02:29 - What is Miro?

04:12 - Zach's role with Miro

08:13- Is the PLG model here to stay?

12:05 - How to do evangelism marketing right

16:26 - The power of executive briefing centers

21:26 - Zach's journey to marketing

25:19 - Don't forget to sell yourself

27:35 - Avoid a one size fits all approach

30:39 - Balancing the human experience with the metrics

34:17 - What's On Tap?

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Links

• Connect with Zach Diamond on LinkedIn
• Check out Miro
• Get 20% off Caviar at Shag
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline 360

In today’s episode of Pipeline Brew, Matt is joined by Hannah Jordan, the Director of Digital Marketing for Demandbase. The two discuss the rise of the self-service buyers journey, how to leverage AI with customers tactfully, and why it’s critical to align yourself around your fellow teams.

What’s the benefit of fostering a self-service buyer journey? Hannah emphasizes that allowing customers to initiate conversations on their own terms can significantly improve their experience, pointing out that constant prompts to engage can often repel potential clients, whereas a more subtle approach respects the client's timeline and autonomy. Additionally, Hannah underscores the necessity of customizing content based on the customer’s journey stage. She advocates against a one-size-fits-all approach, highlighting that knowing where a customer is in their decision-making process allows marketers to provide the right information at the right time.

For those who have yet to implement any sort of AI or automations until their daily life, Hannah offers some great anecdotes and practical advice on how she leverages them. You’ll also hear why she was awarded with the “Make Sales Love Us” award recently at Demandbase and how she views the marketing-sales relationship as a whole.

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Guest Bio

Hannah Jordan is the Director of Digital Marketing at Demandbase, where she specializes in account-based marketing strategies. With a strong focus on enhancing campaign effectiveness, she has been instrumental in rethinking audience engagement and leveraging data-driven insights to optimize marketing efforts. Her expertise in digital marketing is complemented by a passion for exploring innovative advertising techniques, which she shares through webinars and industry discussions.

In addition to her role at Demandbase, Hannah actively engages with the marketing community, sharing her insights and experiences on platforms like LinkedIn. Her journey into account-based advertising reflects her commitment to continuous learning and adaptation in a rapidly evolving digital landscape. Through her work, she aims to inspire others in the field to embrace new methodologies and drive impactful marketing results.

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Guest Quotes

“The one thing that's been kind of close to home lately is actually in the customer side of marketing. I feel like digital marketing sometimes gets very focused on new business. And so sometimes I think the focus and the effort behind that customer love does kind of go away. And so I'm trying to personally take a big step up and kind of recenter myself.”

“I'm a firm believer in the self-serve buyer's journey. If they want to chat with us, the option is there and they will click it. Someone jumping in and saying, ‘Hey, chat with us!’ It's just annoying at a certain point. And so we've really automated it based on what journey stage an account is at, and then being able to offer content based on that journey stage.”

When it comes to leveraging digital to effectively engage the modern buyer, Hannah’s advice is to “Meet the buyer where they're at and provide value rather than trying to push a sale.”

“I think chat is one of the more underutilized channels that people don't necessarily think about incorporating in their marketing strategy.”

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Time Stamps

00:00 - Episode Start

01:10 - Icebreaker

02:15 - What makes a good digital strategy

05:12 - Aligning around key accounts

09:07 - The best way to engage the modern buyer

12:29 - Using chat to enhance, not annoy

14:57 - How Hannah leverages AI beyond content

17:42 - Don't forget about your current customers

21:23 - Make sales love us

25:32 - What's On Tap?

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Links

• Connect with Hannah Jordan on LinkedIn
• Check out Demandbase
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline 360

In this episode of The Pipeline Brew, host Matt Hummel sits down with Howard Sewell, President and Founder of Spear Marketing Group, to discuss the foundational principles that drive successful marketing strategies.

Howard brings 25 years of B2B marketing experience to the table to discuss topics spanning content, account-based marketing (ABM), demand gen, AI, and more. Throughout the interview, you’ll hear an emphasis on the importance of providing value to your customer. Whether you're creating surveys, white papers, promoting analyst reports, or even podcasts, your goal should always be to address the consumer's pain points and offer insightful solutions.

Matt also leverages Howard’s knowledge from Spear to discuss what enables the most powerful client-agency relationships. To any teams out there looking to supercharge the work they create with their agency, Howard suggests rethinking the relationship to be akin to a true partnership. It's not all about churning out content; it’s about crafting innovative, solution-driven ideas that resonate. Successful marketing hinges on these symbiotic partnerships that encourage creativity and strategic thinking.

Lastly, Matt and Howard share their thoughts on the blending of demand generation and account-based marketing. By combining broad outreach with targeted, personalized tactics, you can better engage and convert leads.

The takeaway? Your marketing can only benefit from being versatile and adaptable. Clear, value-driven content will not only capture attention but also build lasting connections with your audience.

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Guest Bio

Howard J. Sewell is a 25-year B2B marketing veteran and president of Spear Marketing Group, a leading B2B demand generation agency. Named a “Top 50 Influencer in B2B Marketing,” Howard is a respected blogger, speaker, and marketing practitioner, and writes frequently on topics including email marketing, marketing creative, and marketing technology.

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Guest Quotes

“AI has created this torrent of very ordinary content. The opportunity for marketers is to develop content that creates information of value that is going to appeal to people facing the problem you can solve.”

“AI has only accelerated a kind do it yourself trend in marketing.”

“Lead generation is important and it's always important to be filling that top end of the lead lifecycle. But just as important is what happens after someone downloads that white paper, registers for the webinar.”

“Demand gen is finding people that have the pain that you can solve, whether or not they know they have that pain.”

“One of the primary reasons to hire an agency is because you're looking for that fresh set of eyes.”

“An analyst report is a great tool for a potential buyer to get a sense of who the players are in the market, what the different advantages, pluses, minuses, et cetera. That's how I would market an analyst report, not find out why Gartner thinks we're so great.”

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Time Stamps

00:00 - Episode Start

00:46 - Icebreaker

02:50 - Howard's Background

04:32 - Are leads as valuable as they once were?

08:49 - ABM vs. Demand Gen

12:00 - You can't create demand where it doesn't exist

17:12 - How true partnership is a value-add

21:52 - Is DIY marketing here to stay?

25:48 - What makes effective content?

32:05 - What's On Tap?

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Links

• Connect with Howard Sewell on LinkedIn
• Check out Spear Marketing Group
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline 360

Welcome to Pipeline Brew, the podcast that meets at the intersection of people and pipeline. Hosted by Matt Hummel, VP of Marketing at Pipeline 360, each episode will feature fun, yet insightful conversations from marketing experts across various industries.

Be sure to subscribe wherever you listen to podcasts to be notified as soon as each episode is live.