Leader Generation
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Mod Op’s Leader Generation podcast, hosted by Tessa Burg, inspires growth-minded marketers with ideas and insights from industry experts who use progressive strategies to win at marketing.
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Sep 12, 2023
Why Expertise Still Matters In The Era Of AI
In this episode, we dive into the evolving landscape of technology. The discussion centers on the value of expertise and the important role marketers continue to play in an age dominated by artificial intelligence and machine learning.
You'll gain insights into the unique qualities that humans bring to the table, setting them apart from the algorithms and data-driven systems. Discover who is poised to thrive in this AI-infused world as we explore the traits and strategies that will help individuals leverage their expertise to effectively stand out.
AI isn't a magical switch that can be flipped on; it requires humans to unlock its full potential. Tune in to learn how to navigate this exciting era where expertise and AI become a powerful combination.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. For feedback and marketing questions for future episodes, message Tessa on LinkedIn.
About David C. Baker:
David C. Baker is an Advisor, Author and Speaker. He owned a marketing communications firm for six years. He then started a management consulting firm and became the leading authority on positioning, reinventing and selling firms in the creative and digital space.
David is the author of five books, three of which focus on the central elements of the business of expertise: positioning, financial management and leadership. He also speaks regularly on more than 70 topics relevant to entrepreneurial expertise and appears as a guest on podcasts every month.
About Tessa Burg:
Tessa Burg is the Chief Technology Officer and Host of the Leader Generation podcast at Mod Op. She’s been leading data-driven marketing and technology teams for 15+ years on both the agency and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa has deep skills in data and tech architecture, software product development and management, digital transformation and strategy. As CTO, she oversees Mod Op’s technology stack to ensure the agency is leveraging and securing the right platforms and data to deliver valuable and measurable results across physical, digital and virtual experiences.
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Aug 23, 2023
The Unique Edge Marketers Have Over ChatGPT
As artificial intelligence shapes a swiftly changing landscape, marketers are grappling with uncertainties about their future roles. However, amidst this evolution, today's marketers offer unique value that AI—like ChatGPT—can't replicate.
Join Tessa Burg for this episode as she highlights the exclusive data that businesses have that sets them apart. Learn how marketers can harness this data to excel through personalization, prediction and pattern identification, gaining a competitive edge that’s uniquely human.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. For feedback and marketing questions for future episodes, message Tessa on LinkedIn.
About Tessa Burg:
Tessa Burg is the Chief Technology Officer and Host of the Leader Generation podcast at Mod Op. She’s been leading data-driven marketing and technology teams for 15+ years on both the agency and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa has deep skills in data and tech architecture, software product development and management, digital transformation, and strategy. As CTO, she oversees Mod Op’s technology stack to ensure the agency is leveraging and securing the right platforms and data to deliver valuable and measurable results across physical, digital, and virtual experiences.
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Aug 8, 2023
The Impact Of AI On SEO
In this episode, Tessa Burg from Mod Op explores the future impact of generative AI on SEO and how it could potentially decrease unbranded website traffic. With Google's development of Search Generated Experience (SGE), businesses need to prepare strategies to offset traffic loss from non-branded keywords.
Tessa discusses the importance of building brand and community, creating non-commoditized content and capturing customer behavior data to optimize offerings and increase conversion rates. Stay ahead of the game and find out how to navigate the evolving SEO landscape in this informative discussion.
About Tessa Burg:
Tessa Burg is the Chief Technology Officer and Host of the Leader Generation podcast at Mod Op. She’s been leading data-driven marketing and technology teams for 15+ years on both the agency and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa has deep skills in data and tech architecture, software product development and management, digital transformation and strategy. As CTO, she oversees Mod Op’s technology stack to ensure the agency is leveraging and securing the right platforms and data to deliver valuable and measurable results across physical, digital and virtual experiences.
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Jul 25, 2023
Google Performance Max: Maximizing Ad Performance with Google AI
In this episode, we dive deeper into Google Performance Max with returning guest Matz Lukmani. If you're a marketer who isn't seeing the expected results from Performance Max, we’ll cover some tips to help you turn the tide. We’ll discuss how to continue optimizing and improving performance once your campaign is up and running. Plus, Matz will share new features and enhancements on the horizon—and so much more.
Stay tuned for more exciting episodes where we'll continue to explore the ever-evolving landscape of digital marketing and uncover strategies to generate exceptional results. This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Murtaza (Matz) Lukmani: Matz Lukmani is the EMEA Product Lead, Performance Max and Attribution at Google. Based in London, UK, Matz has been with Google for 7+ years, working on products like Google Analytics 360, Google Ads, Search Ads 360 and Firebase Analytics. He leads Performance Max Campaigns and Attribution offerings within Google Ads, Search Ads 360, and Google Analytics in EMEA (Europe, Middle East, Africa).
About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after the acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Jul 12, 2023
Google Performance Max: Maximizing Ad Performance with Google AI
Are you ready to take your ad performance to the next level? In this episode of the Leader Generation podcast, we explore Google Performance Max and how it can supercharge your advertising efforts using the power of artificial intelligence.
Google expert Matz Lukmani will give an overview of this cutting-edge solution that can help you optimize your ad campaigns like never before. If you’re wondering if Google Performance Max is right for you, we’ll discuss how businesses of different sizes and industries can use it to deliver exceptional results tailored to specific needs. Matz will also address rumors about Google using extra ad spend on low-performing placements. Plus, the incremental lift that Google Performance Max can bring to your marketing efforts.
In this episode, we only scratched the surface of what Google Performance Max can do for your business. Join us for [Part 2], where we'll dive deeper into the features and implementation strategies that will help you harness the power of this AI-driven technology.
To discover more on the topic of AI, join Tessa at the Marketing AI Conference (MAICON). She’ll join the panel discussion, “Unlocking the Power of AI for Agencies.” Use the code LEADERGEN100 when registering at maicon.ai to receive $100 off.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Murtaza (Matz) Lukmani:
Matz Lukmani is the EMEA Product Lead, Performance Max & Attribution at Google. Based in London, UK, Matz has been with Google for 7+ years, working on products like Google Analytics 360, Google Ads, Search Ads 360, and Firebase Analytics. He leads Performance Max Campaigns and Attribution offerings within Google Ads, Search Ads 360 and Google Analytics in EMEA (Europe, Middle East, Africa).
About Tessa Burg:
Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after the acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment, and experiences.
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Jun 21, 2023
Marketing Leadership: Driving AI Adoption and Growth
Get ready to talk more about the world of AI and machine learning in marketing. We discuss the role marketing leadership plays in championing this technology and driving its adoption. We'll also explore how marketers can embrace AI tools to amplify their skills, unleash their creativity tackle complex problems and align efforts with the overarching business vision. Join us to hear more about how marketing leaders can become the driving force tor igniting change fueling growth.
To dive deeper into the topic of AI, join Tessa at the Marketing AI Conference (MAICON). She’ll be joining the panel discussion, “Unlocking the Power of AI for Agencies.” Use the code LEADERGEN100 when you register to receive $100 off.
About Tessa Burg:
Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after the acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Jun 6, 2023
Web 3 Marketing To Reach Gen Z
In this episode, we delve into the fascinating realm of Web3 marketing. We explore the immense potential that Web3 holds for marketers while addressing the skepticism surrounding it.
Web3 goes beyond technology; it’s become a cultural representation and a powerful tool for connecting with Gen Z. We examine how Gen Z actively embraces and utilizes Web3, and discuss strategies for effectively engaging them through this platform.
Join us as we uncover the latest trends in Web3 marketing and share compelling examples of successful brand adoptions. Get ready to explore the intersection of technology, culture and marketing in the realm of Web3.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Jonathan Verk:
Jonathan has been building companies and brands in entertainment, advertising, tech and media for over 25 years. He was named the Executive Vice President of Web3 and Business Innovation at Mod Op following the acquisition of CreativeDepartment in 2023. After the sale of an early AI ‘telehealth for divorce’ app in 2021, he launched CreativeDepartmint to help fortune 500 companies navigate and leverage Web3. CreativeDepartmint helped clients such as WarnerBrothers, CBS, Fox/Blockchain Creative Labs, Boston Pizza, drive over $10M in revenue launching NFTs, metaverse activations and Blockchain games.
About Tessa Burg:
Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after the acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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May 9, 2023
How AI Is Impacting Marketers & Agencies
Artificial Intelligence (AI) is revolutionizing the way we approach marketing. In this episode, Tessa Burg explores the impact of this technology on marketers and provides insights on how to adapt to this new landscape.
As businesses increasingly turn to AI to optimize their operations, marketers must learn to leverage this technology to stay ahead of the curve. In this episode, Tessa Burg shares practical tips on how leaders can use AI to manage and operate marketing agencies as well as how to balance its use with human creativity.
To dive deeper into the topic of AI, join Tessa at the Marketing AI Conference (MIACON). She’ll be joining the panel discussion, “Unlocking the Power of AI for Agencies.” Use the code LEADERGEN100 when you register to receive $100 off.
About Tessa Burg:
Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Apr 26, 2023
Gen Z Marketing: Start Now To Win Loyalty Of The Next Big Buyers
Join us as we explore Gen Z marketing with Elizabeth Carter, the President and Chief Operations Officer of the healthy, high-protein snack brand Chomps. We dive into many interesting topics related to Gen Z marketing, including:
* Getting to know Gen Z consumers
* Understanding what’s important to them
* Connecting with Gen Z consumers
* Building a Gen Z audience
* Breaking through a crowded messaging landscape
* Storytelling and content development for Gen Z c
* Validating what messaging is right
* Creating great experiences throughout the buyer journey
* Competing against iconic brands
If you want to capture Gen Z's loyalty and succeed in the next generation of buyers, then this episode is a must-listen. This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Elizabeth Carter: Elizabeth Carter is the President and Chief Operations Officer at Chomps. With a wealth of experience in the consumer-packaged goods industry, she specializes in food and beverage, as well as dietary supplements. As a results-oriented leader, Elizabeth excels at implementing both short-term and long-term strategies, setting goals, developing policies and procedures, improving team communication, and supporting the organization's mission, vision, and purpose. She has worked with well-known brands such as Humm Kombucha, 5-hour ENERGY, Petite Pot, and Perfect Snacks.
About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.
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Apr 11, 2023
Unlock the Marketing Power of The Metaverse
On this episode of the Leader Generation podcast, we explore the metaverse and its potential as a marketing platform.
Our guest, Limore Shur, shares valuable insights on creating customer-centric brand experiences and highlights examples of successful brands in this space. We discuss the latest trends and opportunities for brands in the metaverse, as well as the costs associated with creating high-quality experiences. Additionally, we examine the role of influencer brands and experience creators in shaping the future of marketing in this virtual world.
Tune in to learn how your brand can unlock the marketing power of the metaverse and win in the next dimension.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Limore Shur:
Limore Shur is a Creative Partner who provides marketing consulting services. He’s worked with Fortune 500 CEOs, executive committees, and business paragons, providing his unique perspective on the potential of a business/product and out-of-the-box solutions. Limore has also envisioned significant advertising campaigns, directed commercials, and developed brand strategies and roadmaps, making him a truly innovative, creative mind.
About Tessa Burg:
Tessa Burg is the Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment, and experiences.
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Mar 21, 2023
Building Brand Communities & Measuring Brand Engagement On Discord
On this episode of Leader Generation, host Tessa Burg and co-host Mat Segal are joined by Lauren Rothwell, the Co-Founder, and CEO of Blaze—a web3 customer engagement platform.
The three of them discuss how Discord, a popular communication platform originally designed for gamers, can be leveraged by B2C and B2B marketers to build brand communities and engagement.
Whether you're new to Discord or already using it for your brand, this episode offers valuable insights and actionable advice for marketers looking to build strong online communities.
About Lauren Rothwell:
Lauren Rothwell is the Co-Founder and CEO of Blaze, a community growth tool It seamlessly centralizes data from key platforms like Discord and Twitter. This helps make community management and marketing easier. Plus, helps companies understand their users better, so they can create personalized experiences.
About Tessa Burg:
Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op a…
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Mar 7, 2023
Unscripted: Bonus Episode On AI & Machine Learning
Welcome to this bonus episode of the Leader Generation podcast. We’re bringing you an unfiltered conversation about one of the most high-trending topics in marketing today—AI and machine learning. Sometimes, the most interesting conversations happen before or after a planned podcast interview. This is one of them.
We had the pleasure of talking with Lauren Rothwell, Co-Founder and CEO of Blaze, to discuss the impact of AI and machine learning on the marketing landscape. From data collection and analysis to natural language processing and image generation, these technologies are transforming the way we approach marketing.
We're excited to share our insights and perspectives with you. So, grab a cup of coffee, sit back and enjoy this unscripted chat about the future of marketing.
About Lauren Rothwell:
Lauren Rothwell is the Co-Founder and CEO of Blaze, a community growth tool It seamlessly centralizes data from key platforms like Discord and Twitter. This helps make community ma…
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Feb 21, 2023
Maximizing The Value Of Your Website For Your CPG Brand
In this episode, we explore how a strong online presence for CPG brands is more important than ever. Lucie Repshire and Jenn Day join us from Colgate-Palmolive, Europe for an in-depth discussion on topics, including:
* Shifts in the CPG buying process and the impact on digital and e-commerce
* The evolution of online search
* How to distinguish between short- and long-term consumer behavior trends
* Changes in go-to-market strategies
* The evolution of marketing data use
* How content creation can improve the consumer experience online
* Consumer search intent and how it shapes content strategies
As consumer behaviors continue to evolve, it’s important to rethink the role of your website for your CPG brand. We hope you found the insights shared by our experts valuable and informative. Until next time!
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Jenn Day:
Jenn Day is the Senior Search & Engagement…
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Feb 7, 2023
Web3 for Marketers: Navigating the Future of Decentralized Technology
In this episode, Justin Vogel and Tessa Burg provide a comprehensive overview of Web3 technology and its impact on the marketing industry.
They start by defining Web3 and explaining the difference between Web2 and Web3. They then delve into how marketers can use Web3 to connect with more customers and create new experiences for them. You’ll also hear tips for getting started with Web3. This includes how to use low-visibility experiences to test the technology.
Justin and Tessa also cover topics such as marketing attribution for Web3, the data that can be gathered with this technology, and the importance of privacy in the decentralized world. They end with insights into untapped opportunities for marketers and brands. Plus, offer recommendations for where to learn more about Web3.
Overall, this episode is a must-listen for marketers looking to stay ahead of the curve in the rapidly evolving world of decentralized technology.
About Justin Vogel:
Justin Vogel is the Co-founder of S…
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Jan 24, 2023
Unleashing the Power of AI in Creative Marketing
In this episode, we explore the ways in which artificial intelligence is revolutionizing the creative side of marketing. From AI-generated content to automated creative optimization, we delve into the latest technologies and strategies for harnessing AI's power to enhance your creative campaigns' effectiveness. Join us as we speak with industry expert Michael Francello, and discover how you can leverage AI to take your marketing to the next level.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op, and co-hosted by Ray Singer, Executive Vice President of Technology at Mod Op.
About Michael Francello:
Michael Francello is Director of Innovation at Shutterstock, a leading global content and creative platform. He spends his time collaborating both internally and externally to understand how Shutterstock.AI-powered tools and applications can help clients navigate an uncertain future and ultimately create with confidence.
About Ray…
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Jan 10, 2023
How Brands Can Engage With Customers On Discord
Discord offers an excellent opportunity for companies to build a strong community of followers. How can brands engage with their customers on this social platform?
Digital Producer Mat Segal and Product Strategist Tom Madrilejos from Mod Op share some tips on how brands can maximize the potential of Discord. Listen to this episode to hear about the following topics and more:
* What is Discord
* How do people use it
* What drives Discord’s popularity
* Community management on Discord
* How brands can add value on the platform
* Identifying and engaging “super users”
* The role of Discord among niche social platforms
* Key takeaways for brands evaluating Discord
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Tessa Burg:
Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. In her previous role as Vice President of Techno…
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Dec 20, 2022
Refreshing Your Customer Retention Program In 2023
Customer retention is a critical component of any business. If you lose too many customers, you won’t be able to survive. This can be caused by various factors, including poor service, flawed product design, and unyielding customer demands.
If you want to ensure customer retention in the future, it’s important to have a customer retention strategy in place. This plan should include clear goals, targets, and measurable metrics to track progress. Hear three tips in less than six minutes to help you improve customer retention rates in 2023 and beyond.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Tessa Burg:
Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op after its acquisition of Tenlo in 2022. As Vice President of Technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. In her role as CTO, Tessa oversees Mod O…
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Dec 6, 2022
Riding The Marketing Roller Coaster Into 2023
All the ups and downs have made the last few years a wild ride for marketers. What impact do these challenges have on brands? And what’s next for 2023?
Lisa Colantuono joins Tessa Burg on the Leader Generation podcast. During their conversation, they hit on a wide spectrum of topics, including:
* What’s keeping CMOs up at night
* Agency/client relationships
* Brand vs. Demand
* Personalization
* Where to spend marketing budget in 2023
* And more
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Lisa Colantuono:
Lisa Colantuono is the President of AAR Partners. She’s been immersed in advertising and marketing for more than two decades. Since June 2001, Lisa has worked directly with a myriad of marketers on agency reviews and has counseled numerous clients on finding the best communications partners for their needs. Caught in a unique position between clients who want a clean, smooth review process and…
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Nov 22, 2022
Employer Branding & Its Role In Recruitment
Employer branding is essential in today’s competitive job market. It not only creates a positive impression of your organization but also helps attract top talent. On this episode of Leader Generation, experienced brand marketing professional Whitney Cornuke answers questions such as:
* How important is employer branding in recruiting?
* What are the benefits of employer branding?
* How does it differ from other forms of marketing?
Employers who invest time and resources into their employer brand will likely see higher levels of employee retention and productivity. Listen now to hear ideas and get inspired.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Whitney Cornuke:
Whitney Cornuke is the Senior Vice President of Marketing at TalentLaunch. She has fifteen years of experience in driving businesses through strong P&L management, financial analysis, product innovation and go-to-market strategy, brand strate…
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Nov 8, 2022
Part 2: Shift To The Future With Machine Learning
Matz Lukmani, Product Lead at Google, joins us once again on the Leader Generation podcast. In Part 2, Matz focuses on Performance Max a new goal-based campaign type that allows marketers to access all of their Google Ads inventory from a single campaign. Powered by machine learning, Performance Max helps marketers drive performance based on specified conversion goals. In Part 1, he answered common questions from marketers about Google Analytics 4. Tune in to hear how these tools can help marketers improve overall measurement, strategy, and performance.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Murtaza (Matz) Lukmani:
Matz Lukmani (EMEA Product Lead, Performance Max & Attribution) based in London (UK) has been with google for +7 years working on products like Google Analytics 360, Google Ads, Search Ads 360, and Firebase Analytics. He currently leads Performance Max Campaigns and Attribution offerings within Goog…
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Oct 25, 2022
Shift To The Future With Machine Learning
Measure Better With Google Analytics 4 & Perform Better With Google Performance Max
On July 1, 2023, Google Universal Analytics (UA) will stop processing new website data. That’s due to the introduction of Google Analytics 4 (GA4), a next-generation analytics tool powered by machine learning.
What do marketers need to know about GA4? How does it track data differently? What role does it play in the martech stack? What is Google Performance Max? What’s common between Google Analytics 4 and Performance Max?
Matz Lukmani, Product Lead at Google, answers questions about GA4 and Performance Max. He also shares how these tools can help marketers improve overall measurement, strategy, and performance.
In Part 1, Matz focuses more on GA4. Listen to Part 2 to hear all about Performance Max.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Murtaza (Matz) Lukmani:
Matz Lukmani (EMEA Product Lead, Performance Max & Attribut…
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Oct 11, 2022
5 Misconceptions About Google Analytics 4 (GA4)
In July of 2023, GA4 will replace Universal Analytics. The shift to has left marketers with more questions than answers. Plus, plenty of misconceptions.
In under six minutes, Tessa Burg quickly hits on five common myths about GA4. She then delivers the truths as well as some tips on how to make the most of the new GA4 platform.
About Tessa Burg:
Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op, a full-service marketing communications agency focused on using the right methods to help clients capitalize on their opportunities. Originally part of Tenlo, Tessa became part of the Mod Op team in 2022 after Mod Op’s acquisition of the company.
In her previous role as vice president of technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. Moving into her role as CTO, she’ll oversee Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valua…
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Sep 20, 2022
The Death Of MQLs: How To Measure Marketing Performance
Most of today’s marketing performance is measured by MQLs. A marketing-qualified lead is a prospect that the marketing team determines is worthy of being passed along to the sales team.
The challenge? Salespeople in the B2B space typically look for best-fit accounts versus individual prospects. Therefore, marketing and sales aren’t on the same page.
Jon Miller, Chief Marketing Officer at Demandbase, discusses marketing and sales alignment. Using data to access purchase intent. Switching to MQAs (marketing qualified accounts) as a performance metric, and so much more.
Listen to this episode of the Leader Generation Podcast hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Jon Miller:
Jon is a marketing entrepreneur and thought leader. He is currently the Chief Marketing Officer at Demandbase, the leading account-based marketing platform. Previously, Jon was the CEO and founder of Engagio (acquired by Demandbase) and was co-founder at Marketo (Nasdaq:MKTO), a leade…
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Sep 7, 2022
The Future Of Data For B2B Marketers
Data drives B2B marketing. But many marketers question how upcoming changes will shape the future of digital marketing.
What’s happening with cookies? How will the migration to Google Analytics 4 (GA4) impact marketing? Is there new legislation around customer data?
Tim Hayden, CEO of Brain+Trust, talks about data unification. He also discusses trends in data strategy and what B2B marketers should focus on now and in 2023.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Tim Hayden:
Tim Hayden is the founder and CEO of Brain+Trust, a strategic consultancy that empowers brands to grow revenue by leveraging their primary data. Before Brain+Trust, he headed marketing at Zignal Labs, a real-time media intelligence platform used by Facebook, Google, Uber, IBM, and others to identify influencers and for reputation management. Hayden is also former head of the Mobile program at Edelman Digital in North America. He has serv…
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Aug 23, 2022
Marketing Support Businesses Need To Successfully Sell Your Products
As B2B marketers, it’s important to understand what businesses in service and trade industries need from us. What marketing support could help operators, contractors, dealers, brokers and owners better sell our products?
Mark Wilson—Marketing Manager at Fire & Ice Heating and Air Conditioning—shares his insights. He talks about the importance of products with brand equity, support that fuels his company’s marketing efforts, local activations from manufacturers, and more.
About our guest, Mark Wilson:
Mark Wilson is the Marketing Manager at FIRE & ICE Heating and Air Conditioning. He’s a marketing communications professional with 12+ years of experience in the field. Mark has a wide array of project experience in team management, inbound marketing, lead generation and more. This experience is complemented by a robust technical skillset. Mark enjoys utilizing his skills to maximize the potential of those he works for and supervises.
About our host, Tessa Burg, CTO, Modop
T…
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Aug 8, 2022
Returning To In-Person Sales & Marketing Events
In-person sales and marketing events are a great way to connect with potential customers and build relationships. They also provide a unique opportunity to meet new contacts, network with other professionals and create community.
But what does it take to build a tight-knit community? And how do you drive traffic to in-person events post-pandemic?
Tessa Burg catches up with Cathy McPhillips during MAICON (Marketing AI Conference). Cathy discusses what it’s like to host an in-person event in 2022 as well as lessons she learned along the way.
About Cathy McPhillips:
Cathy McPhillips is the Chief Growth Officer at the Marketing Artificial Intelligence Institute, overseeing product growth, marketing, sales and customer experience.
McPhillips was VP of Marketing at the Content Marketing Institute and their flagship event, Content Marketing World, for almost a decade. She owned her own strategic marketing consultancy focusing on nonprofit and service sector marketing and media and was…
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Jul 27, 2022
Why Brand Loyalty Is More Important Than Ever
US inflation skyrocketed to a 40-year high. Today’s consumers face price hikes on everything from clothing to groceries—and all the categories in between.
Can well-known brands maintain customer loyalty? Can they prevent buyers from trading down and purchasing products based on price?
Kevin Krekeler and Tessa Burg discuss the importance of brand loyalty and how marketers can cultivate it to build customer retention. Hear all about it on this episode of Lead(er) Generation.
About Kevin Krekeler:
Kevin Krekeler is the Director of Client Engagement at Mod Op. In his role, Kevin connects the agency with new clients. Plus, develops strategies to help existing clients connect with their customers.
With his broad experience in B2B and consumer markets, Kevin understands the business challenges that clients face. He also provides the expertise to help them achieve the results they expect.
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Jul 11, 2022
Tips To Execute Account-Based Marketing Strategy
Account-based marketing is one of the most effective ways for B2B companies to reach decision-makers of right-fit accounts.
In our live ABM Panel Discussion, marketing and sales leaders explained why account-based marketing is so beneficial for B2B.
On this episode, we continue the conversation and dive into ABM execution. Katie St. Peter answers questions about resources, technology, tools, marketing channels, measurement, and more.
Follow along for tips on how to kickstart your ABM strategy.
About Katie St. Peter:
Katie St. Peter is a marketing professional with specialties in account-based marketing, digital transformation, demand generation, sales enablement, SEO/SEM, experiential marketing, content writing, website design, and PPC.
She’s currently the Digital Campaigns Manager at the threat intelligence company, Cybersixgill. Previous employers include Rockwell Automation, where Katie gained her passion for account-based marketing. Plus, Nordson Corporation, where Katie in…
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Jun 22, 2022
How To Bridge The Gap Between Sales and Marketing
Marketing and sales are both important parts of any business. However, if they don't work together, then there is no way to succeed. How do you show the value of marketing to sales, especially in B2B industries like manufacturing?
Long-time manufacturing marketer, Monica Gasbarre, talks about how to align marketing to organizational sales goals. Plus, how to build strong relationships on a foundation of communication and collaboration so marketing and sales act as one team.
Listen to this episode to learn how to bridge the gap.
About Monica Gasbarre:
An experienced marketing leader, Monica is the Director of Marketing & Sales Operations at Spartronics. She has a strong reputation for developing strategic marketing plans that she oversees from initiation to final execution. Monica supports and achieves corporate objectives by successfully managing programs dedicated to customer retention, lead generation, demand generation and sales enablement.
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Jun 7, 2022
Can ABM Strategies Improve Lead Generation?
When it comes to B2B sales and marketing, account-based marketing (ABM) is a hot topic. That’s because a buying group is typically made up of 6-10 people who must collaborate to make final enterprise decisions.
How can you use ABM to target the decision-makers on specific accounts? Can you leverage digital marketing tools for ABM? Does AMB increase the quality or quantity of leads?
In this episode, we interview ABM leader, Ryan Elmiger. He answers common questions, shares his knowledge, and talks about the relationship between ABM and lead generation.
About Ryan Elmiger:
Ryan Elmiger has 20+ years of marketing experience in B2B and B2C. He is Account-Based Marketing (ABM) Certified by ITSMA and currently holds the position of ABM Government Cluster Lead at ServiceNow.
Ryan works alongside the sales team to develop ABM strategies for high-value accounts. He ensures all marketing activities target the right account stakeholders. Plus, drives the strategy for hyper-personalized con…
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May 25, 2022
Part 3: Independently Owned Restaurants Series
The restaurant industry has been hit the hardest during the pandemic. According to the National Restaurant Association, 110,000+ food and beverage establishments in the U.S. temporarily or permanently closed for business.
How did local restaurants stay afloat? What creative pivots did they embrace? Were the changes temporary or here to stay?
If you’re a marketer or salesperson in the restaurant industry, you need to know how independent operators tick. Listen to this conversation with the co-owner of a local Vietnamese restaurant to better understand the needs and challenges independents face.
About Chris Nguyen
Chris Nguyen is the co-owner of Superior Pho Vietnamese Restaurant. Under his leadership, the small, ethnic, mom-and-pop restaurant has become a local household name. In fact, Superior Pho has received accolades and recognition from national media outlets such as Food Network Magazine, The Travel Channel, Esquire Magazine, Buzzfeed and more.
Chris is dedicated to serving…
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May 17, 2022
Part 2: Independently Owned Restaurants Series
Independent restaurant owners face many challenges that are unique to those of large chains. If you work in sales or marketing for the food service industry, you must understand these differences to successfully communicate with Independents.
The best way to learn? Hear the struggles and needs of restaurant owners first-hand. Listen to industry veteran, Laurie Torres, share the ups and downs of restaurant ownership on this episode of the Lead(er) Generation podcast.
About Laurie Torres:
Laurie Torres is the Owner of Mallorca, a fine-dining experience in Cleveland, Ohio. She manages the operational and strategic vision of the restaurant, which has been serving Spanish and Portuguese cuisine for 20+ years.
Laurie is instrumental in identifying emerging trends in the food industry. She serves as the President of Cleveland Independents. Plus, she’s won multiple industry accolades, including the 2021 Rising Star Award by the Ohio Restaurant Association.
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May 10, 2022
Part 1: Independently Owned Restaurants Series
Independent restaurants offer unique dining experiences, such as farm-to-table meals or craft cocktails. But they also face unique challenges that are far different than those of large restaurant chains.
Offering solutions to the difficulties that independents face, may mean the difference between a win or loss for both sales and marketers in the food service industry.
What are the biggest challenges of independent restaurant operators? How has the pandemic changed their business? How can suppliers, sales and marketers deliver better support?
Hear the answers to these questions—and more—from Jess Edmonds, Catering Director & Partner at Spice Hospitality Group, on this episode of Lead(er) Generation.
About Jess Edmonds:
Jess Edmonds is the Catering Director & Partner at Spice Hospitality Group. She has nearly two decades of experience in the food and beverage industry. Jess honed her service talents in high-traffic Cleveland hot spots before joining Spice Catering Co. in 2008.…
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Apr 27, 2022
The Role Of Market Research In B2B Lead Generation
Market research helps marketers gain insights into consumer behavior, attitudes, opinions, and preferences.
But how important is it in B2B lead generation and marketing communication? Can market research help you develop more effective strategies and campaigns?
Explore this topic with expert market researcher, Lauren Schmidt from the full-service marketing research and consulting company NSRC.
About Lauren Schmidt:
Lauren Schmidt is the Senior Director of Client Services & Strategy at NSRC. She has 20+ years of quantitative research experience with clients in a wide range of industries. While Lauren has an extensive skill set, she’s most passionate about B2B and Voice of Customer (VoC) research as well as driving ROI. Lauren’s philosophy is that market research is a necessity—not a luxury.
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Apr 11, 2022
What Is The Role Of Marketing Technology In Lead Generation?
Are you struggling to get leads? Are you looking for ways to improve your sales funnel? If yes, then you should definitely join us to explore the role of marketing technology in lead generation.
Marketing technology has become a crucial part of every company’s strategy. From CRM software and email marketing platforms to analytics and automation tools, technology plays a vital role in improving the efficiency and performance of your marketing campaigns.
Technical demand generation marketer and returning guest, Hana Jacover, joins Tessa Burg on this episode of Lead(er) Generation. She answers questions and provides tips on how marketers can leverage the power of marketing technology to generate leads.
About Hana Jacover:
Hana Jacover is the Chief Hype Officer at Hype House Consulting & Coaching. She is a technical demand generation marketer with a proven track record of strategies and programs that accelerate revenue.
Hana has deep experience in the optimization of high-performanc…
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Mar 22, 2022
Is Marketing The New Sales?
Salespeople have long been considered the face of a company. They sell products or services, negotiate deals and close the sale. In recent years, however, companies have begun replacing salespeople with marketers.
Today, marketing is often seen as the primary way to generate leads and increase sales. As a result, companies are investing heavily in marketing departments. And they’re also hiring more marketers than ever before.
How did this trend begin? What are the pros and cons? Is marketing really becoming the new sales? Join us as we explore a topic that’s continuing to change modern marketing.
About Tessa Burg:
Tessa Burg is Chief Technology Officer at Tenlo. She’s been leading data-driven marketing and technology teams for 15+ years. Tessa has deep skills in many areas, including digital marketing, user experience, technology strategy and application architecture.
Tessa believes in taking a tech-agnostic approach to marketing development. It maximizes a client’s existi…
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Mar 9, 2022
Cognitive Marketing: Build More Successful Campaigns Using Science
Episode Description:
Marketing is a science. And now, thanks to advances in cognitive science, marketers can harness the power of human psychology to influence consumer behavior.
What is cognitive marketing? What are its benefits? How does it differ from other types of marketing?
Learn all this and more during an interview with Sandeep Dayal, seasoned marketing and strategy leader. He shares how cognitive science can be applied to branding and marketing. Plus, how we can use cognitive marketing to develop strategies that are more likely to succeed.
About Sandeep Dayal:
Sandeep Dayal is regarded as one of the leading minds in Marketing Strategy. He is the author of "Branding Between the Ears - Using Cognitive Science to Build Lasting Customer Connections." He’s also co-authored articles in Marketing Management, McKinsey Quarterly and Strategy & Business.
In addition to writing, Sandeep serves as the Managing Director and EVP at Cerenti Marketing Group, LLC. and heads the firm's…
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Feb 22, 2022
Female Marketers: Level Up Your Leadership Skills In 2022
Leadership is a critical skill for anyone working in marketing today. If you don't have strong leadership skills, you won't be able to manage your team effectively. And if you aren't managing your team well, you won't be successful at growing your business.
Female marketers, however, face many unique obstacles when trying to achieve success in their careers. From equal treatment and advocating on their own behalf to building alliances and trusting their own voices.
Despite these challenges, women continue to push forward. Improve your marketing leadership skills by learning from other leaders like Hana Jacover. A coach who excels at leadership and team development, Hana shares some tips on how to overcome obstacles and ultimately become a better leader in marketing.
About Hana Jacover:
Hana Jacover is a technical demand generation marketer with a proven track record of strategies and programs that accelerate revenue. As the Chief Hype Officer at Hype House Consulting, Hana builds b…
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Feb 8, 2022
How To Use Your Personal Brand To Generate Leads
Personal branding is a powerful tool for marketers and salespeople to attract business. The challenge is that it takes time and effort to build a strong digital presence.
Explore how you can identify and create your own authentic digital brand with Madeline Fetterly.
She’ll share tips on how to harness your passion and expertise. Plus, how to leverage your online presence to gain a steady stream of new leads and drive business development.
About Madeline Fetterly:
Madeline Fetterly is a partnership builder, creative storyteller, strategic thinker, and champion for women's leadership. As the CEO and Founder of Be The Brand, Madeline partners with individuals to amplify their thought leadership and build purposeful and powerful online brands. She believes we each have a voice and a story to tell, and it’s up to us to choose how we use it. In addition to her expertise in strategic counsel, Madeline is passionate about good, strong leadership; being mission obsessed and creating pe…
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Jan 24, 2022
How To Personalize Marketing With AI-Generated Language & Content
Content plays an important role in generating, nurturing, and converting leads. However, many marketers struggle with creating messaging that resonates with people and drives results.
Join us as we explore language personalization using artificial intelligence and machine learning solutions. And rest assured, you don’t need to be a data scientist or have vast automation expertise to learn and gain actionable ideas from this episode.
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About Amy Heidersbach:
Amy Heidersbach is Chief Marketing Officer for Persado, where she oversees global marketing efforts. The daughter of an advertising executive, Amy is a lifelong marketer. She’s made a career out of leading transformational B2B and B2C marketing and brand initiatives. With a commitment to “full-stack, integrated marketing,” Amy has a 20+ year track record of success building authentic brands, launching innovative products, creating categories, and scaling businesses in a variety of industries.
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Jan 11, 2022
AI For Marketers: Practical Uses Across The Customer Journey
Artificial intelligence is here now, and here to stay. Marketers can use AI to automate hundreds of repetitive tasks that occur throughout the customer journey. The challenge: where to start?
This episode is your jumping-off point. You’ll learn the benefits of using AI in your marketing. Plus, how to use AI to generate leads and shorten the sales cycle for better business results.
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About Paul Roetzer:
Paul Roetzer is founder and CEO of PR 20/20 and Marketing AI Institute; author of Marketing Artificial Intelligence (BenBella, 2022), The Marketing Performance Blueprint (Wiley, 2014), and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing AI Conference (MAICON). A graduate of Ohio University’s E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies.
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Dec 22, 2021
How To Win At Retail In The Changing CPG Landscape
The CPG industry is rapidly changing. Retailers are faced with ongoing challenges, from changing shopper behaviors and labor shortages to supply chain disruptions and beyond.
In his conversation with Tessa Burg, guest Will Salcido shares how we can “win” in the evolving CPG landscape by combining data with storytelling. Hear about what data is important to retail buyers, common stories that sell, how to align with retail strategies and more on this episode of Lead(er) Generation.
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About Will Salcido:
Will Salcido is the CEO, Co-Founder and Chairman of Bedrock Analytics Corp—a venture-funded SaaS company focused on the CPG vertical. Will has a demonstrated history of working in the software and consumer product goods industry. His experience includes business planning, board governance, marketing, sales, category management and venture capital funding.
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Dec 7, 2021
How To Use Intent Data To Find In-Market Leads
Your prospects may be looking for a solution to a problem that your company can solve. But they’re not contacting your salespeople for help. They’re searching for answers, reading content and comparing options online.
Mike Farrell joins us to talk about intent data—buying signals that show which prospects are actively looking for potential solutions. Hear how you can use intent data to reach higher-quality leads earlier in the buyer journey. Plus, provide the most relevant content to address their pain points and guide their decision-making process.
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About Mike Farrell:
Mike Farrell has 30+ years of sales, marketing and business leadership experience, and is currently the CEO of Green Leads. The company provides B2B technology clients—from startup to enterprise—with meetings, lead generation, and content syndication.
Mike has an incredible track record of building companies, growing pipelines and, ultimately, driving revenue. He has extensive experience selli…
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Nov 23, 2021
What Value Do Brand Communities Offer B2B Businesses?
Before the pandemic, B2B customer engagement typically happened in person during sales calls, meetings, trade shows, demos, and more. With the shift to virtual communication, B2B companies must think about how to engage with customers and improve their experience online.
In this episode, we’ll hear about the importance of communities from Mark Donnigan, an expert in marketing for startups. We’ll talk about how to apply those principles to enterprise businesses to connect your customers with each other and with your B2B brand. Discover the trickle-down effects of customer community, from better customer experience, satisfaction, and loyalty to drive business growth.
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About Mark Donnigan:
Mark Donnigan is the CMO at Growth Stage Marketing. He designs and executes marketing programs and go-to-market strategies that build markets and establish disruptive innovation companies as a category king. With 20 years of experience as a transformative and strategic B2B marketing…
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Nov 10, 2021
B2B eCommerce: The Evolution Of Online Grocery
How have customer expectations evolved in the food and grocery industry? What role do digital and e-commerce play in the selection and purchase process? We’ll explore these questions and more with Jay Scherger, the Director of Ecommerce Accelerator at Kroger. After this episode, you’ll have a better understanding of how we—as B2C, B2C, B2C2B and B2B digital marketers—can make shopping an easier and more enjoyable experience for customers.
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About Jay Scherger:
Jay Scherger is the Director of Ecommerce Accelerator at Kroger. He leads a digital and technology team that’s dedicated to rapidly designing, developing and launching integrated and stand-alone e-commerce concepts. new customer and commercial concepts. Jay has spent 15+ years developing data-driven vision and strategy for a wide range of retail and consumer packaged goods. His experience includes leading innovation at companies such as 84.51˚, McKinsey & Company, dunnhumby and more.
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Oct 12, 2021
Can Reporting Dashboards Drive B2B Growth?
As sophisticated B2B digital marketers, we’re tracking, measuring, and making more data-driven decisions than ever before. So how are we doing? Most of us have a reporting dashboard (or several) to visualize KPIs. But are you receiving actionable data?
Dave Hurt, CEO, and Co-Founder of the Verb Data experience platform, helps us better understand how to get more out of our reporting dashboards. Learn more about what makes a good dashboard and how to receive actionable insights that make the biggest impact on B2B business.
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About Dave Hurt:
Dave Hurt is the CEO & Co-Founder of Verb Data. He met CTO & Co-Founder Oleg Fridman at ONOSYS Online Ordering, a SaaS platform for major restaurant chains. After ONOSYS was acquired, Dave and Oleg started a software development and design agency. They built dozens of dashboards for clients’ SaaS platforms before their agency was acquired by a leading customer.
Through these experiences, Dave became keenly aware of the frustratio…
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Sep 7, 2021
How Automation Brings B2B Marketers Closer To Customers
In this episode, we explore the impact that IoT and AI-powered solutions have on manufacturing and industrial businesses. Learn how B2B marketers can introduce new revenue streams, get closer to their customers and deliver self-directed experiences that delight and retain customers.
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About Eric Ehlers:
Eric Ehlers is the Director of Manufacturing/Industrial Solutions at ServiceNow. He has 15+ years of experience leading global outreach, strategic marketing, optimization, and creative development strategies.
Eric is driven by his passion for B2B, digital marketing, and technology. His career includes a solid record of capturing audiences, delivering significant revenue growth in highly competitive global markets and developing extensive marketing operations for high-tech industries.
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Aug 11, 2021
What Role Does Brand Play In B2B Marketing?
B2B companies tend to separate “brand” and “digital” and two independent functions. Our guest, Kip Botirius, has deep experience in both brand development and digital marketing for consumer and commercial businesses. Today, we’ll explore the role of a strong B2B brand and the impact it has on creating effective digital marketing experiences that generate leads and convert them into customers.
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About Kip Botirius:
Kip Botirius is the CEO of Tenlo. With more than 20 years of experience in digital marketing and account service, Kip leads a diverse team built to develop successful marketing and brand-building strategies for clients.
Kip also plays a critical role in business growth and development. He works closely with clients to solve their specific challenges using strategic digital marketing practices. He values client relationships, and works to build and nurture lasting friendships through client-agency communication.
B2B marketing and sales once revolved s…
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Jul 5, 2021
Why B2B Leaders Need Marketing Operations
People, process, data and technology all play critical roles in B2B lead generation. But how well is your managing and optimizing performance in these areas?
Dan Lukens explains how a Marketing Operations Manager adds value to an organization by keeping these functions focused on marketing and sales strategy. Plus, adapting them to changing conditions so your marketing is most effective.
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About Dan Lukens:
Dan Lukens is the Marketing Operations Manager at Discovery Education. He draws from 10+ years of digital marketing experience as well as working closely with sales leaders and platforms.
In his role, Dan bridges the gap between marketing and sales. He’s in charge of putting the right people, processes data, and technology in place. When balanced, they vastly improve the performance of both the marketing and sales teams. It also allows them to become the collaborative revenue-generating engine they’re meant to be.
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Jun 8, 2021
Does My B2B Website Need To Be ADA-Compliant?
2020 made all of us B2B marketers and leaders more dependent on eCommerce and doing business online. As B2B continues its evolution—looking more and more like B2C—there are some important standards we need to be aware of regarding accessibility. Guest Ryan Boog helps us better understand ADA Compliance, and explore the value of accessible websites and apps.
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About Ryan Boog:
Ryan Boog is the owner of Minnesota-based Happy Dog. The digital agency creates custom web apps, mobile apps, and software to help businesses make sense of their data. For more than 10 years, his established business has worked with renowned companies like Xcel Energy and the Minnesota Timberwolves. Ryan has been featured in Forbes and other industry publications.
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May 11, 2021
How Does The Death Of Third-Party Cookies Impact Digital Marketing?
The eventual death of third-party cookies and the impact on lead generation has been a hot topic in our industry for quite some time. But now the end is here.
Digital Marketers are already seeing disruptions in campaigns running on third-party websites and social media properties. Not to mention, in the data we’re accustomed to receiving from Google.
So what’s next? How do we deliver quality targeting, experience, leads and results back to clients and leadership? Our guest Tony Mastri will cover that all—and more—in this episode.
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About Tony Mastri:
Tony Mastri is an experienced Digital Strategist & Tech Lead at Tenlo. He has a proven background in content strategy, technical SEO and performance marketing. With natural curiosity and a strong drive for continuous improvement, Tony leverages data to make informed decisions that drive client growth.
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Apr 6, 2021
How To Increase Customer Retention With Video Streaming
B2B companies have 42%-82% customer churn. As our world begins to return to “normal,” we can take tactics used to sustain customers during the worst of the pandemic and leverage them for growth.
The cancelation of live in-person events—including trade shows, sales demos, and conferences—spurred a new era of live-streaming. This episode explores how B2B companies can use that technology to build client relationships that are stronger than ever before.
Brian Lee, from live-streaming platform BoxCast, joins us to discuss how B2B companies can build community and retain clients through live video experiences.
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About Brian Lee:
Brian has 10+ years of experience in the SaaS industry. As the VP of Sales & Customer Success at BoxCast, Brian leads the teams responsible for all aspects of user acquisition, expansion, retention, and customer support.
Over the past 4 years, Brian has seen the BoxCast user base more than double and the staff triple thanks to two acquisitio…
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Mar 8, 2021
How B2B Companies Can Measure The Value Of Content Marketing
From thought leadership to engagement, there are many benefits of content marketing. But does the value justify the cost of creation and distribution for your B2B company?
Tessa Burg shares how to measure your content’s contribution to lead generation. What metrics and KPIs you should look at. Technology and tools that can help you gather data. And most importantly, how to use the data to prove the value of your content marketing.
Measuring content’s worth in B2B is definitely more challenging than B2C or ecommerce. But it’s possible. Listen to learn how.
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About Tessa Burg:
Tessa Burg is the VP of UX and Technology Strategy at Tenlo. She has 20+ years of digital marketing experience.
Tessa combines her marketing and technical skills with software product management experience and agile principles. She identifies target audience needs as well as where and how they find information to make buying decisions. Tessa guides how to best execute on-page, off-page and te…
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Feb 10, 2021
Should You Host A Live Virtual Event?
Early in 2021, our quest is to provide sales teams with new opportunities to meaningfully engage with prospects and customers. Is hosting your own live virtual event the best way to do that?
Our guest, Fred Andersky, will share how his company transformed traditional in-person demos into virtual events. The remote experiences attracted two years-worth of attendees and engaged both customers and prospects through live, interactive demonstrations.
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About Fred Andersky:
Fred Andersky is the Director of Demos, Sales & Service Training (DSST) at Bendix Commercial Vehicle Systems LLC. He’s a visionary leader with diverse hands-on experience in all facets of marketing.
Fred is a regular presenter, comfortable with all levels of management and media in global business settings. He’s a test and demonstration driver with an Ohio Class A Commercial Driver’s License, delivering technology demos and training sessions across North America.
Fred has also published numerous art…
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Jan 12, 2021
How Innovative Marketing Leaders Benefit From Marketing Technology
Scott Brinker is back with Tessa and talks more about the tech emerging right inside our existing marketing technology stacks. Learn how it empowers marketers to start testing data and putting it to work in new ways. Plus, hear how you can use martech to generate leads, bring joy to prospects, and fuel B2B growth in 2021. In our last episode of the Lead(er) Generation, guest Scott Brinker got us all excited about the future of the augmented marketer. In this episode he'll cover where to start and how to unlock our marketing leadership superpowers in 2021. Bonus you'll learn: What’s the secret to generate leads and align our sales and marketing teams?
Download 5 Data Exchanges Between Sales & Marketing To Increase Win Rates for our step-by-step process we use with clients to start and scale end-to-end lead generation programs.
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About Scott Brinker:
Scott Brinker is fascinated by the intersection of technology platforms and ecosystems as well as marketing strategy and o…
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Dec 9, 2020
Apps & Platforms That Matter For Lead Generation In 2021
If 2020 felt like drinking from a firehose, then this episode is the zen you need to recenter on your purpose as a marketer. Guest Scott Brinker joins us to discuss how B2B marketing leaders can evaluate and select the best tech to complement existing CRM, CMS and marketing automation systems to elevate their brain space out of execution.
We’ll need marketers’ experience and passion for data in 2021 to think creatively and strategically about how we connect, engage, and with prospective customers and generate business value in 2021—a year that is sure to see more economic, technology, and competitive landscape changes.
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* Learn about the evolution of the martech landscape and what the trends behind it tell us about 2021 and beyond
* Learn where you can find the most effective apps and technologies for automating tasks within your CRM, CMS and other core marketing technology
* Hear the benefits of “no code” platforms and how they’re giving marketers more…
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Nov 11, 2020
Virtual Trade Shows: Are They Worth Sponsoring?
Lead generation is one of the most critical components of B2B growth. Historically, B2B marketers have captured leads at trade shows for their customer relationship management (CRM) systems.
Due to the pandemic, in-person trade shows are no longer a lead generation option. That’s why many B2B marketers have begun to explore virtual trade shows and events—with mixed results.
Guest Nicole Mahoney is a marketing expert in travel and tourism, one of the industries hit hardest by the pandemic. Nicole shares how she’s had to think creatively about lead generation, and answers the question “Is it worth it to sponsor a virtual trade show?”
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Oct 7, 2020
Digital Marketing: Test Local, Scale Global
Nicole Fidler is a Digital Marketing Specialist at Hyland Software, which sells enterprise software around the world. In this episode, Nicole shares how she takes winning user experience and digital marketing tactics and customizes them for different markets. Hear what works, what’s changing and the trends that impact how today’s digital marketers promote products and services globally.
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About Nicole Fidler: Nicole has nearly 10 years of B2B marketing experience, with a focus on international markets. As a Digital Marketing Specialist at Hyland Software, Nicole evaluates a company’s digital marketing against competitors and industry benchmarks. She also uses analytics tools to identify trends and opportunities for website optimization. Nicole supports the business in digital campaign planning and execution for verticals and regions across the digital mix. She has been involved with major platform migrations as well as rebranding, translation, and website optimizatio…
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Sep 12, 2020
The Power of B2B Social Media in a Remote World
As B2B marketers, lead generation is always our top priority. We want to get in front of the right people with high-value information that engages prospects and motivates them to learn more about our brand and services.
We have quite a few effective digital marketing tools at our disposal—SEO, paid search, content marketing, email, programmatic display, and ABM campaigns—to name a few. Plus, the advanced targeting you can do on LinkedIn and Facebook has made social media marketing another really effective tool in the B2B marketer toolbox.
Organic social media, however, is typically used for branding. It’s a way that many B2B companies show off their culture, values, partnerships, people and hiring opportunities. But maybe B2B marketers have been selling organic social short.
How can organic social media improve lead generation for B2B companies? Listen to this episode, featuring guest speaker Brittany Mayti, to find out.
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About Brittany Mayti:
Brittany Mayti is…
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Aug 19, 2020
The Role of Personalization in the Digital Customer Experience
Personalizing the customer experience has been a growing trend for both B2C and B2B businesses.
In fact, 80% of consumers say they’re more likely to do business with brands that provide personalized service. While 67% of B2B buyers want the ability to research, compare products, place orders, and access their order history on their own versus contacting a salesperson.
The global pandemic in 2020 has isolated most shoppers and professionals at home. This has quickly escalated the personalization trend, especially when it comes to the online digital experience.
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In this episode, we explore the intersection of B2C consumers and B2B decision-makers. We share the most critical areas to personalize in the digital customer experience to build brand equity that translates to sustainable growth.
About Tessa's Guest:
Fae Harris specializes in bringing high-performance beauty products—that inspire consumer love and loyalty—to life. Over the past 15 years, she has launched…
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Jul 8, 2020
Innovation and Thought Leadership In The Physical Branding Space
Guest speaker, Vinessa Lullo, has more than 15 years of marketing and product development experience. Her team prides itself on customizing products and services to meet the demands of customers. However, a recent merger and the COVID-19 outbreak drastically changed their business. Vinessa shares how her company became extremely nimble and changed processes to customize products, marketing, and sales to meet new customer needs and safety requirements.
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About Tessa's guest:
As the Marketing Director for MC Group | Icon, Vinessa manages and executes multi-platform marketing campaigns for Fortune 100 to 500 companies in three divisions: Signage, Maintenance, and Construction. Vinessa is best known for strategically launching comprehensive marketing programs, internal and external branding, streamlining processes, rejuvenating company cultures, and implementing cost-saving measures to increase revenue.
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Jun 15, 2020
3 Critical Things Your Sales Team Needs From Marketing
Paul Pirozzola has been a sales and marketing leader in the B2B manufacturing space for more than 20 years. Traditional routes to market have been disrupted by digital media, e-commerce, and the pandemic. Today’s sales teams and marketers are looking for more effective and efficient ways to collaborate. In this episode, Paul talks about three key elements that marketers can share with the sales team to generate higher quality leads and increase win rates. Be ready to take notes, they are big, attainable, and highly effective.
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About Tessa's guest:
Paul provides general management and strategic guidance for the NSRC team. He is a seasoned commercial veteran of B2B and has held many sales and marketing leadership roles, most recently as the VP of Marketing for Bettcher Industries. Paul brings a consultative approach and practical “client-side” knowledge to the team. He holds an MBA from Indiana University and a BS in Chemistry from the University of Pittsburgh.
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May 19, 2020
How Has the Pandemic Impacted BioScience Innovation & Companies
During this episode, Matt McBride will share how physical distancing and shelter in place orders have impacted strategic partnership and innovation management in bioscience. What is the effect on product teams? What trends and activities can we track to prioritize our own product initiatives? And what does this ultimately mean for collaboration and go-to-market strategies?
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About Tessa's Guest:
As the VP of Strategic Partnerships at BioEnterprise, Matt McBride oversees the continued development, promotion, and execution of the Global Center for Health Innovation and its mission of promoting healthcare innovation and growing the biomedical sector in Northeast Ohio. Prior to joining BioEnterprise, Matt spent seven years with Cleveland Clinic Innovations (CCI), translating medical breakthroughs into patient-benefiting products for the commercial market. As the Director of Inventor Services, Matt established and implemented a process that was used to evaluate early-stage tec…
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Apr 13, 2020
What Sales Teams Can Focus On During The Pandemic
The Coronavirus has disrupted businesses worldwide. Sales leader, David Kreiger, shares what he believes sales teams should focus on as they shift to remote work. Hear his ideas on how to best support clients, protect business and maintain personal health during the COVID-19 crisis.
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ABOUT DAVID KREIGER:
David Kreiger is the Founder and President of SalesRoads, a business-to-business appointment setting, lead generation, and SDR outsourcing company. Under David’s leadership, SalesRoads has grown significantly and consulted some of the largest, fastest-growing companies to help accelerate their sales through proactive prospecting. SalesRoads has also been a 100% remote work-from-home organization for the past 13 years.
David is considered a leading authority on building highly effective remote work environments and was named one of The Most Influential Leaders in Sales & Lead Management by the SLMA. He’s also been featured in Fortune Magazine, Wharton Magazine, The Ch…
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Mar 11, 2020
Rock & Roll Hall of Fame: Using Data to Connect with “Super Fans”
How does the Rock & Roll Hall of Fame persuade people to add a trip to Cleveland, Ohio, to their bucket list of must-have experiences? In this episode, guest Ellie Ovsenik tells you how.
Hear how the Rock Hall uses data and digital marketing to engage music enthusiasts and increase visits to the museum.
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About Ellie Ovsenik:
As the Director of Digital Marketing and Advertising at the Rock & Roll Hall of Fame museum and nonprofit, Ellie combines her storytelling background with the museum’s mission statement – to engage, teach and inspire through the power of rock & roll. Exploring new ways to bring the Rock Hall closer to fans, Ellie helped launch and produce the museum’s first-ever Induction Ceremony red carpet live stream show as well as the 2020 Fan Vote partnership with Google. She continues to create new content and engagement-driven opportunities with artist and entertainment partnerships.
RapidTesting.ai on Tenlo Radio is brought to you by Tenlo. Tenlo is…
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Feb 12, 2020
How Can Rapid Testing Validate New Products Manufacturing?
Learn the do's - and some don'ts - of launching a new product. Brandon Cornuke has been an inventor, retail buyer, corporate innovation leader and now shares his expertise with start-up founders. In this episode, you'll learn what you need and what to avoid as you seek to validate new products before market launch.
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About Brandon Cornuke:
Brandon Cornuke has dedicated his career to helping innovators turn their ideas into growing businesses. He is a speaker, writer, educator, and entrepreneur. He has co-founded a consumer products company, consulted with hundreds of startups, and led innovation efforts inside global organizations like Target, American Greetings, and Hitachi. Brandon is the Vice President of Startup Services at MAGNET, Northeast Ohio’s premier non-profit provider of manufacturing expertise, and teaches as an Adjunct Professor of Design and Innovation at Case Western Reserve University’s Weatherhead School of Management. He received his MBA from Northw…
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Jan 13, 2020
Why & How to Use Rapid Testing in Marketing
In today’s episode, we’ll learn the “whys” and “hows” of rapid testing. Today’s guest, Tom Madrilejos, has been executing Rapid Testing at Tenlo for the past year across a variety of marketing tactics. Marketers will hear examples of how to launch a new product or test a new marketing tactic and get rich customer insights and predictable results without overspending.
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About Tessa's Guest:
Tom’s vast knowledge of creative immersive technology and UX/UI guides his creative thinking. His knowledge-hungry attitude drives him to apply the most advanced ideas and solutions to creative strategies. Currently, Tom is a staple of the Planning & Strategy team for Tenlo Marketing. Using his past experience in UX, Tom is able to combine creative and strategy to create unique solutions to client’s marketing challenges.
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Dec 6, 2019
Making the Leap to Digital Marketing That Corporate Executives & Sales Teams Love.
Our inaugural episode was streamed live, Thursday, 12/12 at 12 pm PT. Tessa's guest is Linda Owens, Digital & Ecommerce Marketing Manager at Nestlé Professional.
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About Linda Owens:
Linda is experienced in global digital and eCommerce marketing and has a passion to drive change and deliver results. She has worked across many different industries, building b2b and b2c digital strategies, and teams to engage with customers and increase sales. Her expertise is in managing projects ranging from content development, search, SEO, SEM, paid media, email marketing automation, website development, social media strategies, CRM systems, eCommerce campaigns, retention programs, and new technology implementation. Linda has been with Nestle Professional as the Digital and eCommerce Marketing Manager where she oversees all digital marketing strategies for Nestle Professional Food & Beverage. Our host:
Tessa Burg is vice president of user experience and technology strategy at Tenlo, a…
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