This episode features an interview with Heidi Bullock, CMO at Tealium, a customer data platform that connects customer data across web, mobile, offline, and IoT so businesses can better connect with their customers.

In this episode, Heidi highlights the essential role of brand in B2B marketing and the effectiveness of the pod structure in marketing organizations. She also dives into the need for marketers to be proactive and come to the table with a point of view.

Key Takeaways:

• In a competitive market, it is all about creating preference, and you do that through your brand. B2B marketers need to invest in the brand.
• Marketing needs to come into conversations with sales with a point of view and they need to do their homework. They can’t just wait to be told what to do.
• Everything runs more smoothly if you consolidate signals and create summaries of intent.

Quote:

• Marketing can't be the order taker. It really has to be the salesperson that's the quarterback, but marketing has to come in with a point of view. Like, hey, you're talking to a lot of people in the pharma space, let's make sure that we're doing X, Y, and Z. We've got this amazing workshop. We have this great piece of content. Come in with a viewpoint versus like, hey, just wait and have somebody tell me what to do. Everything goes better if you can consolidate signals, and then the marketer has a strong point of view and does their homework.

Episode Timestamps:

• *(02:50) The Trust Tree: The benefits of a pod structure
• *(18:00) The Playbook: Reducing the friction
• *(38:30) The Dust Up: Working with product teams, focusing on the user
• *(41:22) Quick Hits: Heidi’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Heidi on LinkedIn
• Learn more about Tealium
• Learn more about Caspian Studios