In this conversation with VP of Growth Marketing at Terminus, Auseh Britt, talks about demand gen marketing strategies. Today, you’ll hear about the marketing organization at Terminus, traditional demand gen versus ABM, how Terminus prioritizes budgeting, strategic accounts, and broad market coverage, ABM marketing campaigns, pulling intent data for campaigns, how to rally everyone behind a strategy, and some of the common mistakes and misconceptions about ABM.

Starting her career in Civil Engineering, and working for the Department of Transportation, Auseh realized that she enjoyed the project management aspect of the industry. She soon pivoted to marketing roles at InterContinental Hotels, Teleflora, Business.com, Bloomberg, Questex, Logi Analytics, and Terminus. Auseh holds a BSc in Civil Engineering from the University of Florida and an MBA in Marketing from Carnegie Mellon University - Tepper School of Business.

[00:30] Auseh’s career path

[02:40] Marketing organization at Terminus

[04:25] Traditional demand gen versus ABM

[07:53] Splitting budgets between traditional demand gen and ABM

[10:19] Tying budget to customer lifetime value

[11:44] The split between strategic accounts versus broader market coverage

[13:40] The target market personas

[17:18] Campaign alignment between marketing and sales

[22:08] The mechanics of pulling intent data for campaigns

[23:39] Common mistakes and misconceptions about ABM

[26:59] Rallying everyone behind a strategy

[29:05] Auseh’s advice

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LinkedIn - Korina Edwards, Matter Made

Twitter - Korina Edwards

Matter Made Website

Matter Made Growing Unicorns YouTube Channel

LinkedIn - Holly Chen, ExponentialX

Twitter - Holly Chen

ExponentialX Website

In this conversation with VP of Marketing at WorkRamp, Jack Foster, she talks about growth and marketing. Today, you’ll hear about Jack’s first 6 months at WorkRamp, finding the balance between quick wins and long-term strategy, what she looks for during the interview process, how she structures teams, time-management and prioritization, marketing sources, establishing team relationships, and her thoughts on marketing ops, analytics, reporting, and attribution.

Prior to joining WorkRamp, Jack spent her career leading B2B Marketing teams. She has served in roles in companies including Momentive, CATechnology, ARCserve, and Lever.

[00:27] Jack’s background

[02:11] The first 6 months

[05:00] Larger teams vs hyper growth mode

[06:48] The first 90 to 180 days

[08:21] Balancing quick wins and long-term strategies

[10:09] Jack’s interview process

[12:50] Some more quick wins

[15:00] Structuring the team

[17:14] Building a marketing team mental model

[18:28] Marketing ops and analytics

[20:01] Brand design, reporting

[21:18] Goal Setting

[22:29] Attribution

[23:41] A baseline percent source for marketing

[25:01] Is direct traffic counted as part of marketing?

[26:43] Establishing team relationships

[29:18] How does Jack manage her time?

[30:58] The role of marketing

LinkedIn

Website

LinkedIn - Korina Edwards, Matter Made

Twitter - Korina Edwards

Matter Made Website

Matter Made Growing Unicorns YouTube Channel

LinkedIn - Holly Chen, ExponentialX

Twitter - Holly Chen

ExponentialX Website

In this conversation with Adam Goyette, Marketing Leader at Help Scout, he talks about product, marketing, and growth. Today, you’ll hear about the key hires that Adam considers for a new team, how he structures his teams, his perspective as a growth leader versus as a marketing leader, advocating for something less measurable (such as content), choosing where to allocate resources, important lessons Adam has learned, and his thoughts on product growth versus marketing growth.

For almost 20 years, Adam has served in various marketing roles, including as the VP of Demand Generation at G2. Currently, Adam serves as the VP of Marketing at Help Scout, as well as Marketing Advisor at both TestBox and Rocketium. Adam holds a Bachelor’s Degree in Journalism from the University of Maine.

[00:23] About Adam

[01:01] Adam’s perspective as a growth leader vs as a marketing leader

[02:19] Key team hires

[03:32] Advocating for something less measurable

[06:50] Allocating and prioritizing resources

[13:29] Lessons Adam has learned

[17:37] Structuring the marketing team

[20:45] Thinking about product growth vs marketing growth

LinkedIn

Website

TestBox

Rocketium

LinkedIn - Korina Edwards, Matter Made

Twitter - Korina Edwards

Matter Made Website

Matter Made Growing Unicorns YouTube Channel

LinkedIn - Holly Chen, ExponentialX

Twitter - Holly Chen

ExponentialX Website