Episode Summary
This episode discusses Google's new email policies that will classify companies as bulk senders if they send over 5,000 emails per day. Guests Liam Moroney and Graceanne MacDonald provide best practices for staying under the threshold, including database audits, custom tracking domains, and adding unsubscribe links to all emails.

About the guest

Graceanne (Domino) MacDonald

Graceanne began her startup career in the sales world, first leading SDR/BDR teams, followed by a side-step into RevOps before formally landing in demand gen. And she brings that dual sales/marketing perspective into all of the programs she builds.

Connect with Graceanne (Domino) MacDonald

Liam Moroney

Liam may be in the marketing minority; in that, he went to school for marketing. He has grown his career as a demand generation leader in the startup space and developed unique perspectives coming up through marketing ops and content marketing.

Connect with Liam Moroney

Key takeaways
- Google will classify companies as bulk senders if they send over 5,000 emails per day from their domain

- Bulk senders must keep their spam rate below 0.3% or risk having their entire domain blocked from sending emails

- Companies should audit their marketing databases and purge or suppress unengaged Gmail addresses

- Implement SPF, DKIM, and custom tracking domains to improve email deliverability

- Add unsubscribe links to all marketing and sales emails, including sales outreach emails

- Challenge teams to truly understand their audiences through research and send more personalized content

Quotes
"It's not even a technical problem. It is not a design problem. It's philosophical, did they ask for this email? Is this email valuable?" -Liam Moroney

"I fought a number of uphill battles on email deliverability, I was constantly beating the drum against bulk sending." -Graceanne MacDonald

Recommended Resource

Books

Liam recommended books on marketing fundamentals like "Ogilvy on Advertising" and "Hey, Whipple, Squeeze This" which provide timeless principles

Newsletters

Graceanne recommended, ‘The Spark Toro’ and ‘Exit Five’ newsletters for great content on audience research and understanding.

Episode Summary
Brian Finnerty of Udacity discusses effective strategies for aligning content to different stages of the buyer's journey. He stresses the importance of investing in lower funnel proof points like customer success stories and third-party reports. Finnerty also provides tips for validating content assumptions directly with customers. Additionally, he emphasizes optimizing the content mix based on performance data and attribution to opportunities. Throughout the conversation, Finnerty reinforces the importance of tying content marketing efforts directly to pipeline and sales goals.

About the guest

Brian is a senior marketing executive with deep experience leading successful marketing teams. He believes that marketing can deliver extraordinary results when it harnesses the right blend of full-funnel demand, sales alignment, and rich customer insights. Brian's expertise includes brand strategy, B2B demand generation, and global customer acquisition from mid-market to Fortune 500.

Connect with Brian Finnerty

Key takeaways
- Map content assets to stages of the buyer's journey, including top-of-funnel awareness content and bottom-of-funnel proof points

- Invest in lower-funnel customer success stories and third-party validation reports

- Validate content assumptions directly with customers through feedback

- Optimize the content mix regularly based on performance data and attribution to opportunities

- Track pipeline as the primary metric for measuring content marketing success

Quotes

"If you're able to track all of those touchpoints, and make sure that they're associated with opportunities in your CRM, then I think you've got a fairly consistent way of assessing how your content engine is performing." -Brian Finnerty

Recommended Resource

Books
Brian suggests "No Rules Rules" by Reed Hastings and Erin Meyer about Netflix's approach to talent and culture.

Podcast

Professor Galloway's podcast, ‘The Prof G Pod’ for marketing and sales insights.

⁠Connect with Brian Finnerty⁠⁠⁠ | ⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode Summary
Emily Butler discusses balancing brand and demand generation, sharing insights from her transition from agency to corporate life. Emily also provides tips on understanding customers and measuring success. The discussion covers marketing strategies in the complex aerospace industry and building brand awareness internally.

About the guest

Emily is a Sr. Director of Marketing at Honeywell Aerospace Technologies where she leads a team of demand and digital marketers in the Americas. Emily has 24 years of experience leading high-performing B2B marketing teams. Before Honeywell Aerospace Technologies, Emily was the head of digital marketing and demand generation at a full-service marketing agency working with brands such as Symantec, Spirent, Model N, ServiceNow, BroadSoft, Infovista, Sage, and several startups acquired by Cisco and Oracle.

Connect with Emily Butler

Key takeaways
- The importance of balancing brand and demand marketing, even with budget pressures

- Measuring success through pipeline and revenue, not just MQLs

- Gaining customer insights directly through VoC sessions and sales call participation

- Aligning marketing, sales, and supply chain for transparency on aerospace industry challenges

- Prioritizing moments that matter most in the customer journey

- Building internal belief in your brand message before external campaigns

Quotes

"Your brand really starts with internal marketing. So for your brand to be successful your entire employee base needs to believe the message, they need to live it, they need to breathe it." -Emily Butler

Recommended Resource

Books
Emily recommends the book "The Micro Stress Effect" by Rob Cross as a must-read for high performers and those at risk of burnout.

Connect with Emily Butler⁠ | ⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠