Katie Bevilacqua is the Director of Operations at ConexEd, a higher ed edtech startup that migrated from Salesforce to HubSpot. Her and the team are investing in increasingly sophisticated marketing to take their product to market.

Laying the right foundation is just the start. Once the finishing migrating from Salesforce to HubSpot, the work began in earnest to see what's working and try new things.

We talk about topics like customer journey mapping, lead attribution, and how their B2B marketing efforts are really distinct from what you'd see in a more conventional B2C organization.

Jump ahead:

• (00:00) - Intro
• (00:28) - Switching from Salesforce to HubSpot
• (03:11) - Measuring ROI in HubSpot
• (05:04) - Being strategic as a marketer
• (07:02) - Managing longer sales cycles
• (10:25) - Follow Katie Bevilacqua
• (10:38) - Outro

Find Katie on LinkedIn: https://www.linkedin.com/in/katelynbevilacqua/
Find ConexEd online: https://conexed.com/

Brandon Kim is the VP of Marketing at Crystal, a powerful personality data platform that sales and marketing teams are using to increase sales. It works by understanding your prospects better, primarily with the DISC assessment.

Brandon shares how they believe more personalized communication is the future. Whether that's one-to-one conversations, multi-stakeholder B2B deals, or any number of other use cases for the product.

Noteworthy topics include Myers-Briggs, DISC, Enneagram, adaptive selling, and how the Crystal LinkedIn extension and free assessment tools can help people get a sense of how the product works.

Find Brandon on LinkedIn: https://www.linkedin.com/in/brandon-kim-39aaa529/
Find Crystal online: https://www.crystalknows.com/

Skip ahead:

• (00:00) - Intro
• (00:28) - What is adaptive selling?
• (01:51) - Personality assessments
• (04:31) - Value for sales
• (05:28) - How Crystal works
• (09:10) - Uses outside of sales
• (10:04) - Applying to ABM
• (12:08) - Follow Brandon Kim
• (12:45) - Outro

Aiden Technologies is a fast-growing IT automation platform that serves large enterprise companies. Aaron joins to talk about his enterprise sales and go to market strategy as the first marketing hire.

Topics include marketing with HubSpot, cold outreach, sales-marketing alignment, and more.

Aaron also talks in detail about how Aiden's sales team is structured, working with SDRs and sales reps, and sales automation.

Jump ahead with the following chapter markers:

• (00:00) - Enterprise sales strategy with Aaron Mellman at Aiden Technologies
• (00:28) - Enterprise sales strategy
• (04:17) - Marketing with HubSpot
• (07:00) - Sales-marketing alignment
• (08:07) - Cold outreach
• (12:57) - Positioning
• (14:38) - Follow Aaron Mellman
• (15:26) - Outro