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30: Leveraging Events as Pipeline Accelerators and Generators - with Shannon Curran, Vice President, Marketing at MadKudu
Manage episode 376815042 series 3423051
Contenido proporcionado por Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing., Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies, and International Outsourcing.. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing., Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies, and International Outsourcing. o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
In this episode of Women in B2B Marketing, host Jane Serra interviews Shannon Curran, VP of Marketing at MadKudu. Shannon discusses the changing landscape of marketing teams, growing the top of the sales funnel, optimizing events for quality, and leveraging data to optimize for pipeline. She also emphasizes the need for clear direction, coaching, and authentic leadership.
Shannon and Jane discuss:
- Shannon's transition from VC to B2B Marketing
- The rise of generalists with specialized skills
- Exploring fractional work for career growth
- Aligning sales and marketing through data
- MQLs as a vanity metric
- Optimizing events for relationship building and deal acceleration
- How to choose which events to invest in based on attendee lists and cost-benefit analysis.
- Predicting ROI on events based on quality index
- Investing in employee growth and psychological safety
Key Links:
Guest: Shannon Curran - https://www.linkedin.com/in/shannon-sweeny-curran-55332942/
Host: Jane Serra - https://www.linkedin.com/in/janeserra/
MadKudu - https://www.madkudu.com/
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