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What’s up everyone, today’s gonna be a fun episode – we’re joined by Tara Robertson, Head of Demand Generation at Chili Piper.

Summary: Skip the job title obsession and focus on work that matters to you. Learn from Tara’s “The Sauce” model: pick the right channels and keep your promises for sustained engagement. Her social-first demand gen approach and simple yet creative hot sauce branding show how to resonate in today’s martech scene. Use personal biases to create targeted campaigns and ignore buzzwords and rigid MQL definitions. Tara’s strategy—act on active interest immediately—cuts through the noise and boosts efficiency. Whether it’s career or marketing, it’s all about authentic, effective action.

Jump to a section

• The Mirage of Job Titles and the Importance of Aligning Career Goals
• Individual Contributor vs People Manager in Marketing
• Reviving the Airwaves of Demand Gen Chat
• Newsletter Lessons on Scaling Subscribers by Harmonizing Content and Audience
• Street Art Over Trade Booths in Martech Demand Gen
• The Unconventional Path to Brand Resonance
• Igniting Standout Ideas When Marketing to Your Own Tribe
• The Myth and Reality of Dark Social
• A Fresh Perspective on the MQL Obstacle Course
• Mastering the Work-Life Equation with Tara
• Episode Recap

About Tara

• Tara got her start in a communications role at Polar Mobile and later transitioned to focusing on inbound marketing at ScribbleLive, a live-blogging platform based in Toronto
• Tara then made the move to martech joining the popular content experience platform Uberflip as Demand Gen Manager where she spent nearly 3 years and worked her way up to Director of Revenue Marketing
• She later transitioned to a Senior Manager of Demand Gen role at Top Hat, a higher ed learning platform
• For the last 2 years she’s been at Chili Piper, a meeting automation platform for demand gen teams where she started as Demand Gen Manager and has recently been promoted to Head of Demand Gen
• At Chili Piper she’s also the host of the acclaimed Demand Gen Chat podcast where she’s interviewed prominent guests from companies like LinkedIn, 6sense, Refinelabs and more!

The Mirage of Job Titles and the Importance of Aligning Career Goals

When asked about the variation in job titles on her resume, Tara offers insight that runs counter to conventional career advice. Tara’s journey from a director-level position at Uberflip to managerial roles at Top Hat and Chili Piper wasn’t about regressing; it was about finding her fit. At Uberflip, Tara experienced rapid promotions, roughly every six months, which led her to believe in the importance of titles. However, she realized that the titles often didn’t correlate with her day-to-day responsibilities. In her first role, although under the umbrella term of ‘communications,’ Tara juggled between answering phones, booking CEO’s travels, and setting up the company’s first Twitter account. Titles can be deceptive.

Tara also points out the dangers of chasing managerial roles for the sake of it. At Top Hat, her role morphed into what she describes as a “middle manager.” While this was somewhat fulfilling in person, the transition to remote work revealed cracks in the facade. She found herself swamped in one-on-one meetings, feeling unproductive and unmotivated. Her realization led her to seek something that resonated more authentically with what she wanted to do.

So, what is Tara’s advice to those hesitant to take a perceived step back in their careers due to job titles? She underscores the importance of prioritizing what you truly value in your career over a title. In all her roles, irrespective of what the title implied, she never had to take a pay cut. Her guiding lights have been the people she wants to work with and learn from, not the titles she could acquire.

Key Takeaway: The fixation on job titles can be a mirage, leading professionals down paths that may not align with their true career goals or personal happiness. It’s not the title, but the work and the people around you, that should guide your career decisions.

Individual Contributor vs People Manager in Marketing

When asked about the viability of choosing to be an individual contributor, like being on the front lineson the launch pad, or a manager running point like a satellite in orbit, Tara touches on a key decision point: personal motivation. If your prime motivator is financial gain, then pursuing a managerial role might offer the quickest route to that objective. However, if the allure of hands-on work, creativity, and constant learning excites you, Tara suggests thinking outside the conventional career ladder.

Tara’s current role, technically a people manager position, involves wearing multiple hats because her marketing team consists of just eight people. This underscores the variability of job titles and roles; what might be a managerial role in one setting could be a blend of individual contributions in another. Thus, titles can’t be the sole determinant when choosing a career path.

Tara emphasizes the need to introspect on what you truly enjoy doing day-to-day rather than obsessing over how your resume appears. She advises that those entering the field should experiment with both roles. Try out being an individual contributor and dabble in management, if possible, to get a real feel for where your interests and skills align.

Key Takeaway: The choice between becoming a people manager or an individual contributor should hinge on your personal goals, be it financial or the type of work that genuinely engages you. Titles and job descriptions can be fluid, and what’s crucial is aligning your career with what motivates you each day.

Reviving the Airwaves of Demand Gen Chat

When questioned about her experience taking over as the host of the ‘Demand Gen Chat‘ podcast, Tara gives an insider look into her decision-making process. She inherited the podcast from Kaylee, her then-manager, who had resuscitated it after a years-long hiatus. Under Kaylee and Nolan, the head of video and creative, the show saw significant improvements in production quality and gained momentum.

Tara notes that when Kaylee left, the future of the podcast hung in the balance. Armed with firsthand data—Tara had been responsible for promoting the podcast and monitoring its performance—she saw a clear value in its continuation. Reception on platforms like LinkedIn was favorable, and the audience was growing. Given this, Tara felt it was crucial not only to keep the podcast alive but to continue its upward trajectory.

Another aspect of Tara’s decision was the composition of the Digital Team at that time, which consisted of just her. Despite discussions about other potential hosts, like co-founders, Tara felt it wouldn’t be authentic to have someone not involved in day-to-day marketing activities take over the show. After all, the podcast was part of the demand generation strategy and it made the most sense for her to step into the role.

When Tara took over the podcast, she initially focused on maintaining the existing format that had built a solid following. It wasn’t until the fourth season that Tara and her producer Nolan decided to make subtle but impactful changes. They added scripted intros and outros, and Tara took the time after recording to provide listeners with additional context, enhancing the overall quality of the show. A significant improvement came from Nolan’s adoption of AI tools like Opus in post-production. These tools automated some tasks, making it easier to repurpose content across platforms like TikTok, and thereby maximizing the team’s efficiency.

Key Takeaway: If you’re eyeing a project to take over, Tara’s approach suggests you should first know the performance metrics, as this data gives you the lay of the land. Next, assess how your skills align with the project’s needs. Tara was already involved in related marketing activities, making her a natural fit. Finally, consider team dynamics and the importance of being an authentic choice for leading the project. These insights can guide you in making a well-informed decision about stepping into new roles or projects.

Newsletter Lessons on Scaling Subscribers by Harmonizing Content and Audience

When asked about the success of her company’s newsletter “The Sauce,” Tara peeled back the layers of its growth strategy. While she didn’t coin the catchy name, she took the reins on scaling the subscriber base. Tara looked at multiple channels for growth, including paid placements in similar newsletters. Surprisingly, this not only yielded high-quality subscribers but also competed well with Facebook on cost-per-subscriber, compelling the team to pause Facebook lead forms due to inconsistent lead quality.

Apart from focusing on sheer numbers, Tara emphasized the role of content. The newsletter serves as a retargeting audience to drive direct sales rather than just funneling leads. This approach helped maintain the content’s quality, steering it clear of becoming another sales pitch masked as valuable content. This strategy allowed Tara to justify the newsletter’s existence internally within her organization, establishing it as an asset rather than an overhead.

However, the journey wasn’t without its bumps. Eager to capitalize on high engagement rates, Tara experimented by sending the newsletter twice a month instead of once. The result? A loss in subscriber trust and numbers. The mistake was twofold: not only did it break the promise of a monthly email, but it also didn’t consider testing on a smaller scale first.

Key Takeaway: To improve your newsletter strategy, consider these key takeaways from Tara’s experience with “The Sauce.” Explore multiple channels for subscriber growth; Tara had success with paid placements in similar newsletters. Focus on delivering content that serves a purpose beyond just lead generation, establishing the newsletter as an asset. Finally, before making major changes like email frequency, test on a smaller scale to avoid losing trust and subscribers. These tips can help you strike a balance between growth and quality.

Street Art Over Trade Booths in Martech Demand Gen

When asked about the evolution of demand generation and how to strike a balance between innovation and results, Tara offered some compelling insights. The current environment, she believes, is saturated with cookie-cutter tactics, especially in B2B settings. Tara stresses the importance of venturing beyond the email nurture programs that many equate with demand gen. For her, conventional methods like these simply don’t align with the way she sees technology being bought in the martech space.

But innovation requires a supportive environment. Tara acknowledges her luck in working with co-founders open to experimentation. This freedom allows her team to move away from traditional methods and instead focus on engagement that resonates with today’s buyers. One of the forthcoming strategies Tara revealed is a street art campaign around major trade shows. While it’s a top-of-the-funnel activity not aimed at direct conversions, the primary goal is to create social buzz and brand awareness.

This leads to another point Tara emphasizes: the necessity of boldness in B2B marketing. Instead of traditional trade booths, her team focuses on activities that people want to attend. From happy hours to parties, the strategy is designed to drive actual engagement, rather than forcing prospects into sterile sales meetings. In terms of content, this also allows them to gather real-time reactions and images, which can later be utilized for advertising campaigns.

The upcoming experiment with what Tara calls a “less messy version of graffiti” is the epitome of the philosophy she brings to demand gen—be bold but be true to how people genuinely interact and make purchasing decisions in the martech ecosystem. It may be top-of-the-funnel, but the aim is to turn heads and initiate conversations that can eventually be steered toward meaningful engagement.

Key Takeaway: Don’t stick to worn-out demand gen tactics in the B2B martech space. Tara’s approach emphasizes the need for bold, innovative strategies that genuinely engage today’s buyers. This involves moving beyond traditional methods like email nurture programs, and opting for activities that people actually want to participate in—think street art campaigns or social events rather than sterile trade booths. The idea is not just to create buzz, but to kickstart authentic conversations that can lead to meaningful business relationships.

The Unconventional Path to Brand Resonance

When the subject veered towards what some might label as “guerilla marketing,” Tara admitted that while the term might be a bit played out, the concept is spot-on. Guerilla marketing or not, the goal is to create memorable, high-impact experiences that stick with your audience. And she’s seen firsthand that even simple initiatives can pack a punch if executed creatively.

For instance, Tara’s team rolled out a branded hot sauce campaign. At first glance, sending out hot sauce might not seem groundbreaking, but it’s the attention to detail that makes the difference. With engaging slogans and quality branding, they transformed an everyday item into a memorable brand touchpoint. The result? Persistent mentions and photo tags on LinkedIn, creating a low-cost but effective engagement mechanism.

The challenge, Tara suggests, lies in coming up with ideas that are not just outside-the-box but also aligned with your brand’s identity. In a landscape full of predictable tactics, even small surprises can make a lasting impact if they’re thoughtfully tied back to your brand message or value proposition.

In Tara’s case, this could be as straightforward as a hot sauce bottle but executed in a way that it becomes not just a condiment but a conversation starter. It’s not about being wildly different for the sake of it; it’s about bringing a bit of surprise and delight into an otherwise staid B2B environment.

Key Takeaway: Forget flashy, expensive campaigns; small, well-executed initiatives can create significant brand impact. Take an everyday item, like hot sauce in Tara’s example, and make it a conversation starter by tying it to your brand’s core message. Execute this with quality branding and clever messaging, and you’ve got a cost-effective engagement tool that can resonate on social platforms like LinkedIn. The key is aligning your creative ideas with your brand identity, turning something simple into a memorable touchpoint.

Igniting Standout Ideas When Marketing to Your Own Tribe

When asked about the uniqueness of marketing to a demographic that closely resembles her own profile, Tara drew a stark comparison between her current role and previous gigs. Marketing in the martech industry, for her, is like coming home; she shares common ground with her Ideal Customer Profile (ICP). This is markedly different from her past experience at Top Hat, where she was tasked with understanding a completely different mindset—professors who generally have job security for life.

Tara acknowledges the potential bias in designing campaigns that mirror her own preferences but argues that a one-size-fits-all approach rarely thrills anyone. Instead, her focus is on sparking enthusiasm within segments of her ICP. The strategy? Triggering excitement in a few can generate the kind of social buzz that more generalized efforts may fail to achieve. Tara believes if you create something compelling enough for people to share socially, you’re onto something that can gain traction.

Regarding ideation, Tara emphasizes the importance of collaborative brainstorming sessions. In her team’s case, they use tools like Figma to toss ideas into the ring. While remote brainstorming may lack the spontaneity of in-person interaction, Tara insists that a relaxed, non-judgmental atmosphere often yields the most innovative concepts. It was such brainstorming sessions that gave birth to out-of-the-box ideas like custom Pokemon cards for their Customer Advisory Board (CAB) members and the branded graffiti campaign.

So how do you navigate the tightrope of being your own ICP? Tara’s approach is twofold: be aware of personal biases and encourage team-wide brainstorming that allows for a multitude of perspectives.

Key Takeaway: When marketing to an audience similar to yourself, self-awareness is key. Use that insider perspective to tailor more targeted, compelling campaigns that ignite social sharing within key segments. At the same time, don’t rely solely on your own views. Foster an open, collaborative brainstorming environment with your team to broaden the scope of ideas. The aim is to generate unique initiatives that resonate deeply, rather than trying to appeal to everyone and thrilling no one.

Scaling Marketing Strategies With a Good Foundation

When asked about the necessary groundwork for executing high-level marketing strategies, Tara emphasized the importance of operations. Tara noted that, upon joining her new team, she was fortunate to have a reliable Revenue Operations Manager who ensured that the underlying mechanisms were sound. Imagine a grand campaign falling flat because your lead forms don’t function as they should. Your audience reaches a dead-end, and your campaign’s ROI drops to zero. Before dreaming about high-level, complex campaigns, fix the basics.

Tara also opened up about the evolving nature of brand positioning. Even her own company hasn’t “completely nailed it,” she confessed. There are times when her brand is misinterpreted—some LinkedIn messages even inquire if they make hot sauce. But then there are also those who fully understand and evangelize the brand. In Tara’s eyes, perfecting messaging is a journey, not a destination, particularly as the competitive landscape shifts.

Adding another layer to the complexity, Tara spoke about how a brand new field evolves into table stakes. When her team first introduced B2B lead routing software, it was something novel, and the challenge was to educate the market. Fast forward to today, and it’s considered essential for any marketing or sales team. Now, the fight isn’t about explaining what they do but differentiating themselves from an expanding pool of competitors.

Tara’s advice for those with willing co-founders and investment but lacking groundwork? Focus on strong operations and be ready to adapt your positioning as you grow. According to her, the core ingredients for being able to execute high-impact campaigns include a reliable ops backbone and a deep understanding of the ever-evolving market dynamics.

Key Takeaway: The foundation of any high-level marketing strategy is operational excellence and agile brand positioning. Without these, even the most brilliant campaigns can fall flat. Ensure you have the basics covered before reaching for the sky.

The Myth and Reality of Dark Social

When asked about the buzzword-heavy concept of “dark social,” Tara candidly disagreed with the notion that marketers should reorient their strategies around trending terms. She did acknowledge the historical relevance of word-of-mouth marketing but pushed back on the idea that every touchpoint in a B2B journey can be meticulously measured. While attribution software may claim comprehensive metrics, Tara’s experience contradicts that assertion.

What really got her attention was the often misguided focus on tracking every possible interaction, to the detriment of authentic engagement. For Tara, if a marketer succeeds in capturing attention and inciting a Google search that ends in a click on their ad, that doesn’t necessarily mean their Search Engine Marketing is revolutionary. It just means they’ve effectively grabbed that individual’s attention, nothing more.

In Tara’s view, the B2B marketing space has developed an obsession with quantitative measurement. This fixation led many marketing teams to neglect community engagement and influencer relationships, simply because these elements were “untrackable.” Tara sees this as a significant oversight, particularly in a landscape that has grown increasingly digital and where communities can provide tremendous organic reach.

Tara also pointed out that while she sees the value of trying to measure impact through things like UTM links, the effort often falls flat. Customers and influencers are less likely to share these links in authentic conversations, thereby making them ineffective. Instead, she advises marketers to focus on being present in the spaces where their customers are, whether that’s in Slack communities or elsewhere, rather than obsessing over tracking every interaction.

Key Takeaway: The fixation on tracking and metrics has led marketers astray, downplaying the importance of community engagement and genuine relationships. While dark social might be an intriguing concept, Tara suggests it’s more effective to embrace the less quantifiable aspects of marketing, which are often where the real value lies.

A Fresh Perspective on the MQL Obstacle Course

When asked about the state of MQLs in 2023, the year of our Lord, Tara was candid about the nuances of defining a marketing qualified lead. She admits that the importance and impact of MQLs vary based on a company’s size, target audience, and the structure of their marketing and sales organization. In Tara’s experience, the focus on defining MQLs often led to internal debates that, in retrospect, could have been better spent on actual lead generation efforts.

Instead of fixating on what makes a lead “qualified,” Tara’s current approach is refreshingly straightforward. If someone actively books a demo, that lead gets immediate attention and is routed to the appropriate sales rep. No excessive segmentation, no scoring parameters—just immediate action. This pragmatic approach avoids the pitfalls of endless debates about lead quality, job titles, and activity levels, which are common in more complex setups.

Tara’s perspective reveals a shift in the landscape. There’s a growing recognition that the granular details of what constitutes an MQL might not be as universally important as once thought. Her team’s simplified process not only streamlines internal operations but also improves the experience for potential clients. When leads are ready to make a move, they do. No need for convoluted nurturing sequences.

Key Takeaway: The industry’s obsession with meticulously defining MQLs might be outdated and even counterproductive. Tara champions a straightforward approach: Respond immediately to active interest and bypass the qualifiers that often mire teams in endless debates. This clear-cut strategy not only enhances operational efficiency but also improves the lead experience.

The Nuanced Approach to Lead Quality

When questioned about the intricacies of lead quality and the role of scoring mechanisms, Tara offered a shift in perspective: It’s not just about leads, it’s about accounts. Unlike many companies that go straight into scoring leads, her team starts higher up the funnel by assessing the quality of accounts. This strategic pivot has been fairly recent but it’s proving effective. The marketing budget, particularly on social channels, is now allocated towards targeting these high-quality accounts, resulting in more efficient use of resources.

The operational change goes beyond budget allocation. Even outbound marketing strategies are attuned to these quality accounts. So, instead of casting a wide net on LinkedIn and other platforms, they focus on accounts already validated by the sales team as worthy targets. In essence, they’re not in the business of pursuing every marketer who clicks on an ad. When a click occurs, there’s no mad rush to signal Sales. Instead, the focus is on providing these select accounts with valuable content that showcases customer stories and diverse use cases.

Tara’s approach disrupts the traditional model of isolating lead quality as the definitive measure. Instead of spiraling into metrics and scores, her team’s attention is on aligning sales and marketing efforts cohesively. This alignment creates a streamlined path from initial interest to final conversion. The result? A more coordinated, effective strategy that puts the focus back on what really matters: creating meaningful customer engagement.

Key Takeaway: Forget the obsession with lead scores. Tara’s methodology is a wake-up call for marketers fixated on metrics at the expense of real business outcomes. By focusing on account quality over lead quality, she’s not just saving time and budget, she’s also fostering a more targeted and efficient marketing approach.

The Case for Account-Level Automation over Lead Scoring

When Tara was asked about her experience with automated lead scoring tools like ChiliPiper, Mixpanel, and MadKudu, she was clear: The focus has shifted from leads to accounts. Budget often acted as a constraint when considering such tools in the past, but her current strategy incorporates an account-level tool called Good Fit. This tool evaluates the characteristics shared by their best and most promising customers. Rather than applying an opaque algorithm to individual leads, it helps them identify high-potential accounts based on common factors.

What makes this approach especially potent is its adaptability. The tool isn’t just a plug-and-play mechanism; it allows the team to input their own data, such as their best customers and those with the most growth potential. This creates a system tailored to their unique business needs, enhancing its predictive accuracy for future accounts. It’s not about deciphering what makes a ‘hot lead’ anymore. It’s about understanding what attributes of an account indicate a high likelihood of fruitful engagement and then acting on it.

While Tara’s team has yet to fully dive into lead-level scoring, the shift to an account-based model is deliberate. Before spreading their resources thin over various scoring models and tools, they want to validate this account-centric approach. And given the initial signs, it seems like a wise strategy.

Key Takeaway: The spotlight is moving from lead-level automated scoring to account-based evaluations. Tara’s team isn’t chasing metrics; they’re strategically positioning themselves to focus on high-quality accounts, all while using tools that allow for customization and in-depth analysis. It’s not just a reactive play; it’s a calculated move towards a more effective marketing framework.

Navigating the Marketing-Data Team Collaboration

When asked about her approach to aligning the marketing and data teams at Chili Piper, Tara offered practical insights. She’s well-acquainted with the pitfalls of in-house projects like lead scoring, describing them as “never-ending” and not worth the effort unless you have a dedicated, sizable team. For Tara, the collaboration with the data team is focused on one goal: producing dashboards that offer a unified view of key metrics. These dashboards, housed in Sigma, serve as the single source of truth, streamlining reporting for diverse presentations, from all-hands meetings to board decks.

It may seem basic, but having a centralized repository for data saves enormous amounts of time. Tara recalled previous experiences juggling reports from disparate platforms like Salesforce and HubSpot. But aligning all reporting into one centralized dashboard has turned out to be a game-changer. No more toggling between platforms or reconciling conflicting data. Everything is right there, in one place, for everyone to see and use.

But it’s not all roses. Tara cautions that establishing this kind of data foundation takes longer than most teams anticipate. The data team’s knack for scrutinizing logic and questioning inconsistencies makes initial conversations lengthy and, sometimes, complex. But these discussions are crucial for defining what each metric means and ensuring everyone is literally and figuratively on the same page.

Key Takeaway: The collaboration between marketing and data teams is a marathon, not a sprint. The upfront investment in building a robust, centralized data framework may take time, but it pays dividends down the line. Tara’s experience underscores the immense value of patience and clarity in this collaborative endeavor: It’s not just about gathering data, it’s about making it comprehensible, actionable, and aligned across teams.

Mastering the Work-Life Equation with Tara

When asked about finding a balance in her multifaceted life, Tara spoke candidly. One unexpected but crucial factor in her daily routine? Her dog. The four-legged friend has inadvertently become a time management tool, forcing Tara to carve out time for morning and evening walks. These daily rituals allow her a breather from the constant buzz of her fully distributed team at Chili Piper.

Tara’s approach to balancing work and life goes beyond canine companionship. She practices time blocking—a technique that sounds simple but makes a world of difference. Her calendar may look crammed, but each block serves a purpose, whether it’s for her podcast, her team at Chili Piper, or just a few minutes to decompress and grab a coffee. For Tara, this methodical approach to scheduling keeps her centered, even in the chaos of startup life.

The importance of having scheduled ‘buffers’ shouldn’t be underestimated. These are small windows that give Tara the time to recharge and transition between tasks. It’s not just about filling every minute but about assigning moments to step away, even if it’s just for five minutes to clear her head.

Managing a distributed team means Tara’s Slack is bustling at all hours. But instead of succumbing to the reactive nature that such platforms can foster, she emphasizes the need to be proactive with her time. She plots out her day as far in advance as possible, sidestepping the urge to let real-time demands dictate her schedule.

Key Takeaway: The secret to Tara’s success and happiness in her multifaceted career is a blend of structured flexibility. From dog walks that enforce screen-free time to meticulously time-blocked schedules, her approach offers a roadmap for anyone juggling multiple roles and responsibilities. These aren’t complex strategies; they’re thoughtful habits that make a substantial difference.

Episode Recap

Starting with career choices, forget the allure of job titles. Zero in on the work you love and the colleagues who make it better. Your decision to take on a managerial role or remain an individual contributor should align with what drives you daily. Once you’ve dialed in your personal career path, you can take notes from successful strategies for brand growth, like Tara’s experience with “The Sauce.”

Tara’s venture underscores the importance of selecting the right channels and maintaining high content quality. She shows us that the secret sauce to lasting engagement is delivering on your promises. This ethos of alignment and authenticity extends to Tara’s perspectives on the changing landscape of demand generation.

No longer can traditional models of demand gen hold their ground. Tara’s social-first approach aligns with the dynamics of real-world purchasing decisions today. It’s not about endlessly nurturing leads through emails; it’s about creating genuine buzz that converts interest into action.

Being unconventional doesn’t have to be expensive or complicated. Tara’s branded hot sauce is a lesson in the power of creative simplicity, especially in a crowded martech arena. The key is resonating with your audience, and sometimes that means looking inward.

When you’re marketing to an audience similar to yourself, leverage your own biases to create campaigns that hit home with a segment of your Ideal Customer Profile (ICP). It’s about stirring enough excitement to make waves, without trying to be everything to everyone.

Now, what about trending buzzwords like “dark social”? Tara suggests taking them with a grain of salt. While she acknowledges the power of word-of-mouth, she warns against relying on buzzwords or assuming every B2B touchpoint can be precisely measured.

Finally, Tara challenges the obsession with defining Marketing Qualified Leads (MQLs). She recommends cutting through the noise by responding to active interest immediately, circumventing endless debates over qualifiers. It’s a straightforward strategy that boosts efficiency and enhances the lead experience.

In essence, whether you’re steering your career or your next marketing campaign, focus on what truly matters: genuine engagement and effective, simple strategies. Tara’s multi-faceted experience offers valuable insights on how to achieve both. Listen to the full interview 🎧👇

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Intro music by Wowa via Unminus
Cover art created with Midjourney (check out how)

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