dark funnel

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Rebecca Marshburn is the Head of Community at Common Room. She has previously worked at Airbnb and AWS in content and community roles.

In this episode of Revenue Today, Rebecca debunks the myth that community and go-to-market (GTM) strategies should be kept separate. She believes that community and GTM should intersect and work together to achieve better outcomes for both community members and business goals. By bringing community and GTM closer together, companies can build stronger partnerships and improve user experiences.

KEY TAKEAWAYS

• Community and GTM should not be kept separate; they should intersect and work together.
• Community can contribute to GTM goals by providing support, generating awareness, and increasing engagement.
• Key metrics for measuring the success of a community include community responsiveness, time to responsiveness, and the quality of answers provided.
• The dark funnel refers to unattributable community interactions and conversations that can influence GTM strategies.
• Building a community requires understanding the purpose of the community, identifying the target audience, and creating a value exchange for community members.

QUOTES

• "Community and GTM should intersect and come together for better outcomes." - Rebecca Marshburn
• "Don't build a community for someone, build a community with someone." - Rebecca Marshburn

Connect with Rebecca in the link below:

• LinkedIn: https://www.linkedin.com/in/rebeccamarshburn/

Ways to tune in:

• Amazon Music: https://music.amazon.com/podcasts/40b665df-1a4f-455a-a514-ef599fd1a106
• Apple Podcast: https://podcasts.apple.com/us/podcast/revenue-today/id1626063261
• Spotify: https://open.spotify.com/show/38z3wZIAcpoAYF5LQ65xON
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly93d3cucmV2ZW51ZXRvZGF5LmxpdmUvZmVlZC54bWw
• YouTube: https://youtu.be/6KEho9RSaHs

This episode features an interview with Daniel Bornstein, Vice President, Head of Growth, Technology Vertical at Genpact. Genpact is a global professional services firm that makes business transformation real. Daniel is a veteran of the consumer internet space and has a specialization in B2B2C. At Genpact, he oversees growth for the technology verticals. Daniel managed the new business development team for Google in the UK and has worked within the M&A landscape, playing a central role in a data marketplace IPO. 

In this episode, Daniel discusses the importance of fostering organic lead flow, the secret sauce of service lines, and why RevOps is an invention of the SaaS model. 

Guest Bio:

Daniel is a veteran of the consumer internet space and has a specialization in B2B2C. At Genpact he oversees growth for the technology verticals. Before joining Genpact, he held senior positions within high-growth startups and publicly traded companies. Daniel managed the new business development team for Google in the UK and has also worked within the M&A landscape, playing a central role in a data marketplace IPO. Daniel's domain expertise has been centered in business development within digital advertising, online marketplaces, and data companies. Daniel holds a bachelor's degree in international relations and a master's degree in economics from the London School of Economics.

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Guest Quote

“How can we have those conversations? How can we illuminate that dark funnel before you get to that point? I know that's very important to our marketing group. It's very important to me.” - Daniel Bornstein

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Time Stamps:

*(03:39) - Daniel’s controversial view on RevOps 

*(11:35) - Genpact’s secret sauce 

*(14:40) - Quality vs quantity 

*(19:15) - RevObstacles 

*(23:34) - The Toolshed 

*(35:26) - Prioritizing the funnel 

*(38:23) - Quick Hits

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Sponsor:

Rise of RevOps is brought to you by Qualified. Qualified’s Pipeline Cloud is the future of pipeline generation for revenue teams that use Salesforce. Learn more about the Pipeline Cloud on Qualified.com. 

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Links 

• Connect with Daniel Bornstein on LinkedIn
• Connect with Ian Faison on Linkedin
• Check out the Genpact Website

Getting specific about your ICP is an old saw—but why then aren’t more companies marketing efficiently?

Our guest, Annie Wissner, says the reason is because we’ve become too used to bull markets where you have wiggle room in marketing execution.

“We're still in that digital wave where it's primarily about Google Search, but there's a lot of other methodologies that can be utilized to get to customers and prospects in a much lower cost and effective manner.”

The times they are a changing—and those of us like Annie that have been through three recessions have a good idea about what comes next.

Bottom line, the companies that operate marketing with efficiency will thrive and those that don’t…

Well, don’t be in that category.

Check out this episode for some clear strategies you can execute on immediately.

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Is your messaging a sales ally or sneaky saboteur? Let us help with our free content audit.

We’ll look at your website’s messaging, content, and conversion potential from the eyes of today’s buyer and deliver a presentation with new combinations to more sales conversations and demos.

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We spend so much time and resources building great campaigns for our customers, don't we? So, think about what kind of magic we can create, if we were to invest that same energy and resources into creating awesome internal marketing campaigns for our employees? 

Why? Because impactful internal marketing campaigns help to engage and empower employees to be better able to deliver on the brand promise...and to be powerful advocates of the company brand to our customers.

In this last episode of Season 2, CEO and Co-founder of Workshop (this podcast's Season 2 sponsor), Rick Knudtson, will take us through everything you can do to  create internal marketing campaigns that win. 

In this conversation, we'll cover:

1. What companies need to do first, before starting to create those campaigns;
2. Steps that need to be included in the campaign creation process;
3. Choosing the most effective channels for those campaigns; and
4. Measuring campaign effectiveness.

Thanks for listening!

If you're not already subscribed to The Internal Marketing Podcast, then do join the tribe and subscribe, leave a review and share the podcast with anyone in your network whom, you believe, will find it valuable. And, yes, I'll be back for Season 3!! The first episode goes live on July  18, 2022.  See again soon!! 

ABOUT WORKSHOP  (Season 2 Podcast Sponsor)

Workshop is an internal marketing platform for creating beautifully branded, employee-specific campaigns. It replaces any internal email tool that you have and integrates with the other communication channels your team uses the most (including Slack, SharePoint, and Microsoft Teams).

Head on over to useworkshop.com/marketing to get a ton of awesome (and FREE) content and resources about how you can create and implement internal marketing campaigns and employee advocacy programs for your company. Also, sign up for their newsletter at happymondayclub.com 

Latane Conant is the CMO of 6Sense and author of No Forms. No Spam. No Cold Calls:  The next generation of account-based sales and marketing. discusses the importance of personalized marketing. On this episode of Demand Gen Visionaries, Latane explains how she generates demand by illuminating “the dark funnel”, why cold outreach is undergoing a fundamental change, and much more.

Key Takeaways

• The best demand gen will make people feel something. You need to create a genuine connection with your customer to accelerate their desired results.
• Contacting a potential customer should be personalized and scaled. Cold emails aren’t going to work anymore. You need to stand out.
• Shine a light on prospective clients that might be hiding in “the dark funnel”. Dive deeper into client relations to turn prospects into valued customers.
• Shift your mindset from demand gen to demand capture. Make the experience unique so you organically retain customers.
• Over time, you earn the right to take risks. Sometimes you have to trust your gut and dismiss outside influences.

Quotes

• “I think the best demand gen makes people feel something. It creates a connection.”
• “I'm just going to blow this thing up and prove that if we put prospects and their experiences first, we can generate a lot of pipeline and succeed, and do it in this new and different way.”
• “We decided early on not to have sales ops and marketing ops, but to have revenue ops. As a revenue team, let's always be finding our ‘red’ and always be bringing issues and conversion points forward that aren't performing because that gives us a chance to go and fix them.”
• “I just always encourage people. If your gut is telling you that it's the right thing to do, it probably is, and sometimes you gotta take those risks.”
• “I would challenge the new world order to be thinking, not about demand generation, but demand capture. Because if you uncovered ‘the dark funnel’, then you actually see the demand right in front of you.”

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen 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.