Field marketing isn't about hosting numerous events; it's about fostering a community. Ronen's perspective is refreshingly different. He believes in the transformative power of field marketing, not only as an event-driven strategy but as a tool for community-building.In this episode, Ronen breaks down why traditional SaaS marketing methods aren't as effective in cybersecurity, emphasizing the need for personalized strategies. Ronen has cracked the code generating a robust pipeline in this industry.From leveraging virtual events to understanding user behavior, Ronen shares actionable insights that have proven successful in his career. Since recording this episode, Ronen has moved on to Senior VP of Marketing at Cycode.Main TakeawaysField marketing generates the most pipeline in the cybersecurity industry, and creating community is the most important. Tessian leverages virtual summits, social media, and word-of-mouth to reach a wider audience. "There can be no substitute for getting your hands dirty." Strike a balance between automated systems and hands-on work to drive results and stay competitive.Dan's Top ToolsTessian: A cybersecurity platform that uses machine learning to secure enterprise email and prevent threats. User Gems: A platform that helps companies identify potential leads by tracking job changes of their users and contacts. Google Sheets: Google's cloud-based spreadsheet tool that allows for real-time collaboration and integration with other Google services. HubSpot: An inbound marketing, sales, and service software that provides tools for social media marketing, content management, web analytics, and more. Salesforce: A customer relationship management solution that brings companies and customers together, offering a variety of tools for sales, service, marketing, and more. Sprout Social: A social media management tool that provides engagement, publishing, analytics, and team collaboration tools. Full Circle Insights: A marketing performance measurement platform that provides response management, attribution, and funnel metrics for Salesforce users. Drift: A conversational marketing platform that connects businesses with their website visitors in real time using chatbots and artificial intelligence.Want more Ronen? Join his email newsletter: Thoughts by Ronen ShetelboimJoin us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.Subscribe to The Stack Podcast

In this episode, Mariana Cogan, CMO of People.ai, shares her unique tactics for tracking conversions, understanding digital journeys, and using tools like Hotjar and UserTesting.com to create a highly personalized, multithreaded experience. She emphasizes that multithreading deals involving engaging multiple organizational stakeholders can significantly increase the win rate by 34%. Mariana argues that understanding the relationship between these business units and creating personalized connections is critical to the success of these multithreaded deals.The discussion also offers valuable insights into creating snackable content, aligning sales and marketing efforts, and the crucial role of technology and diversity in the workplace.Main Takeaways:Personalized, multi-threaded experiences combined with conversion tactics and MarTech tools significantly enhance win rates and conversion tracking.‘Snackable content,’ involving bite-sized, easily digestible information, boosts customer engagement and is critical in successful conversions.Understanding the buyer’s journey and timely, tailored content delivery significantly improves customer experiences and sales win rates.Leveraging technology and diversity for one-to-one customer connections provides deeper insights into customer needs, fortifying relationships and customer experiences.Grasping the dynamics between various business units allows businesses to customize their services, positioning them as the preferred choice for customers.People.ai's Stack and Tools:People.ai: A sales intelligence platform that helps sales professionals identify and engage with qualified prospects, manage their pipeline, and close more deals.Hotjar: A behavior analytics tool that helps businesses understand how users interact with their website by providing heatmaps, screen recordings, and feedback polls.UserTesting.com: A user research platform that allows businesses to get feedback on their website or product from real users in minutes.WordPress: A content management system (CMS) that powers over 40% of all websites on the internet.Google Analytics: A web analytics platform that helps businesses track and analyze website traffic data.Drift: A conversational marketing platform that helps businesses turn website visitors into customers through live chat and chatbots.6Sense: A sales and marketing engagement platform that helps businesses identify and engage with the right buyers at the right time.Join us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.Subscribe to The Stack Podcast

On Today’s Show:In today's digital landscape, personalized user experiences are desirable and necessary.Mario D'Agostino, VP of Product and Product Analytics at FanDuel, is a seasoned veteran in the tech industry who understands the value of leveraging real-time data and probability algorithms to create personalized user experiences.FanDuel is the biggest online real money gaming company and the leading sports booking app in the US. It commands over 40% market share and has 14 million active customers. This massive customer base presents unique challenges in terms of customer engagement and retention.In this episode, Mario discusses the strategy that aims to see FanDuel grow its business by 4x by 2025. He also shares insights from his data playbook, the tech stack behind it, and how he’s effectively scaled his stack during periods of rapid expansion.Main Takeaways:FanDuel's user experience personalization is driven by real-time data and probability algorithms, leveraging tools like Segment to optimize customer lifetime value and adjust acquisition costs.The transformative power of Braze Content Cards is harnessed to deliver timely, personalized content based on user spending habits, a strategy also adopted by brands like Venmo.Preparing for high-traffic events like the Super Bowl involves system stress tests and collaborations with tech partners. Platforms such as KNIME are utilized to dynamically segment offers in real time.During major events like the Super Bowl, FanDuel employs predictive analytics and tools like KNIME to send timely push notifications tailored for each user.FanDuel's innovative data strategy embraces Reverse ETL, allowing custom model building with KNIME and data loading into platforms like Salesforce. Additionally, the strategic integration of Segment and AppsFlyer facilitates real-time adjustments to customer acquisition costs.Dan’s Top Tools:Amplitude: A product analytics platform that provides insights into user behavior, allowing businesses to visualize conversion funnels and conduct A/B tests.Braze: A customer engagement platform that provides real-time, personalized messaging across various channels. It's used for delivering tailored content at the right moments.Segment: A customer data platform that helps businesses collect, clean, and activate their data, offering a unified view of the customer and enabling real-time personalization.AppsFlyer: An advanced mobile app attribution and marketing analytics platform helping marketers pinpoint their targeting, optimize their ad spend, and boost their ROI.KNIME: A data analytics platform that allows for creating dynamic audiences, real-time segmentation of offers, and the dispatch of relevant push notifications.Optimove: A marketing platform designed to drive customer loyalty and engagement.Salesforce: A comprehensive customer relationship management solution that aids in managing campaigns and customer data.Marketo: An Adobe marketing automation tool that assists businesses in managing and segmenting customer data for targeted campaigns.Fivetran: A data integration tool that streamlines the automation of data pipelines from various sources to cloud-based data warehouses.Looker: A business intelligence software that provides real-time data analytics, helping businesses explore and share insights.Tatango: A mobile messaging software platform that enables businesses to design and manage SMS, MMS, and RCS marketing campaigns.Gainsight: A platform that offers tools and solutions for customer success, focusing on customer retention and business growth.Twilio: A cloud communications platform that provides APIs for sending/receiving phone calls, text messages, and more.Join us next time as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.Subscribe to The Stack Podcast

RevOps has been getting a lot of hype recently. The 2023 LinkedIn Jobs on the Rise Report, even called RevOps, is the fastest-growing career opportunity in the US. But what’s with the traction for a seemingly unexplored and mysterious role? Is it just another fad? Or is the speed of the bandwagon warranted? We invited Ahmed Chowdhury, Sr. Director of Global Revenue Operations at Data.ai, Darrell Alfonso, Director of Marketing Strategy and Operations at Indeed.com, and Deven Pearson, Director of Revenue Operations at McGaw, to debate the legitimacy of RevOps as a position.In this episode, you'll learn about the need for clear objectives and team alignment to optimize customer interactions and minimize friction.Key Discussion Points:Breaking Barriers: Is RevOps the key to dismantling the silos between sales and marketing teams?Tech Solutions: Can the challenges prompting the need for RevOps be addressed with a smarter tech stack?Skillset for Success: Assuming RevOps is here to stay, what skills are indispensable for someone to excel in this role?We'll also touch on the potential pitfalls of overemphasizing revenue and the crucial role of CMOs and CROs in reducing friction in customer and selling journeys. This is where RevOps can shine.To wrap things up, we'll delve into the essential skills required for successful Revenue Operations and the impact of a well-structured team on top-line revenue.Top ToolsHubSpotSalesforceMarketoPardotLeanDataClariInsightSquaredRingLeadZoomInfoDriftJoin us next time as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.

2023 will be a fascinating time for marketing and tech, and you may be wondering how to build and optimize your stack.In this episode, Join Dan McGaw and industry leaders Jon Miller, CMO of Demandbase, and Adam Greco, Product evangelist for Amplitude, as they discuss the most important tech stack trends you must consider to win big and boost revenues in 2023.It’s no secret that the marketing technology landscape is constantly evolving. Driving growth in a tumultuous economy with your marketing technology investments will be critical. With consolidation happening all over the place, and major innovations in AI and first-party data, are you wondering what’s next? Main Takeaways:Which tech stack trends you should be aware of How will the first-party revolution change your marketingHow to maximize your tech stack capabilities to reach revenue goalsHow to mitigate the risk of future budgetary cutsWhat are the key roles you should have on your teamDan’s Top Tools for 2023:SegmentOrttoCount.coZapierJasper.aiDescriptJoin us every week as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level. See all the ways to subscribe to “The Stack”

The Stack team is taking a break to spend time with our friends and family over the holiday season. We’ll be back in late January with more episodes all about killer marketing strategies and the tools making them possible. In the meantime, check out the details for our upcoming live recording! Webinar: How to Build Your Marketing Stack in 2023.

“Building an ecosystem is hard,” says Scott, VP of Platform and Ecosystem at HubSpot, “You got to think bigger than just the marketplace.”In this episode, Scott and Dan dive deep into the inner workings of HubSpot’s partner strategies, how they have led them to create a dominant MarTech platform, and the tech stack they use to achieve their goals.Key TakeawaysIntegration is vital to business success, and consolidating data into suites or platforms is a standard solution for companies with too many tools.To build a successful platform, focus on finding the right partners and tools and providing value to your company, customers, and partners.Genuine relationships and understanding the needs of your audience are crucial for success in an ecosystem like HubSpot’s.HubSpot’s winning partner strategy includes finding the most popular partners through customer research, ranking them, and bringing them in to help them succeed.To grow a marketplace, build a solid foundation across all product lines, and provide end-to-end support for partners on the platform.Building an ecosystem takes time and requires cohesion between the right tools. Choose a platform to experiment with different apps while breaking down stack silos.Top Tools:HubSpot CRM: HubSpot’s central source of truth, where they track their partner’s journey and integrate all their other tools.Google Suite: everything from spreadsheets to slide presentations and documents. Slack: To communicate with partners. Asana: For tracking projects.Looker: For visualizing data.Snowflake: For data warehousing. G2: For ranking potential partners.HubSpot’s App Directory: A directory of tools you can integrate with HubSpot.OrgChartHub: For building organizational charts in HubSpot.Sales Tracking Software: For tracking and monitoring sales journeys. Crossbeam: Helping businesses connect with prospects, partners, and opportunities.Join us as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine, and take your sales to the next level.

B2B communities are hot right now and for a good reason. Having a loyal group of people rallied around your business is a crazy useful resource for growth. Investing in community and learning is how Jack Foster, VP of Marketing at WorkRamp, is driving next-level growth. Being a part of an LMS platform means that Jack understands the value of both community and learning, which is why she’s so committed to investing in both avenues. While LMS and community naturally complement each other, connecting and utilizing those strategies together with the rest of the business leaves no room for error in her tech stack. That’s why Jack runs everything through RevOps and relies on HubSpot as much as possible.Main Takeaways:The value of investing in training and enablementBuilding community into your strategy and tech stackKeeping a smooth-flowing tech stack with RevOpsDan’s Top Tools:Mighty NetworksAirMeetGong.ioJoin us every week as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Despite being over 100 years old, Perdue Farms is still a beacon for the future of B2B and D2C business. Their e-commerce game is insanely impressive. From building out partner integrations that allow customers browsing recipes on their site to export the ingredients list into a cart at their local partner outlets, to partnering with Samsung to sell Perdue products from smart fridges, Perdue is already living in the future.But getting to that future comes with smart strategies and successful partnerships. David Zucker is the CMO at Perdue Farms, and he knows how to do it right. For example, he’s taking advantage of the company's smaller D2C business to test out new products before launching to their B2B business in order to reduce risk. Main Takeaways:How Perdue finds success through making their partners successfulHow to be innovative while staying smartHow Perdue utilizes their D2C business to reduce risks for the companyLinks:The Benefits & Challenges of B2B Manufacturers Trading Directly Online and going D2C - SprykerDan’s Top Tools:PriceSpiderBluecoreSalesforceJoin us every week as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Efficiency, effort, and details. Those are the three things that Dan Waldschmidt has focused on to drive Panzura to over 480% growth in just the past year. Dan is rocketing Panzura to insane heights by making careful decisions and getting the most from his team and tools. One way he’s doing that is by creating seamless connectivity with an all-in-one suite model for his tech stack. He’s also gone all in on Google products and training his team to get the most out of them.Main Takeaways:How Dan drove 480% growthLessons learned from Dan's tech stackCreating the ultimate customer experience by paying attention to small detailsDan’s Top Tools:HarvestZoominfoGoogle WorkspaceJoin us every week as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Why would you spend more when you can spend less for better results? That’s the question Manbir Sodhia is constantly asking himself. As the VP of Growth Marketing at Ōura, his goal is never to stop improving his ROAS, which he does by treating every campaign like an experiment. Manbir is constantly running various forms of tests. He’s got standard A/B, multivariate, canary, and a lot more, but his big focus is incrementality. And when it comes to getting customers down the funnel, Manbir has also got a keen eye on the customer journey. He’s pushing conversions by optimizing the customer experience via qualitative data from tools like Fullstory.Main Takeaways:How Manbir is utilizing incrementality to increase his ROASWhy a variety of tests is optimal and which types you should know aboutHow to optimize the user experience to improve your funnelLinks:VICE A/B Testing FrameworkBecome a podcast advisor!Dan’s Top Tools:FullStoryRockerboxGoogle OptimizeJoin us every week as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level. 

Generating meaningful prospects for your pipeline doesn’t come through shotgun marketing. It comes through smart strategies and full-team alignment. That’s why Grant Johnson is so big on quarterly themes.Grant is the CMO at Emburse. He’s all about meaningfully speeding up his pipeline velocity, and making smart choices to leave time for the best prospects. His themes are helping his team make focused decisions to get those prospects in the pipeline. From there, he’s tracking and pushing only the best for maximum efficiency. Main Takeaways:How quarterly themes help align your teams and connect with your audienceHow he’s measuring meaningful pipeline velocityThe free tool Grant’s using to mature prospects into customersLinks:Stackbuilder.comDan’s Top Tools:TableauPendoHighspotJoin us every week as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

How do you build a reputation as a new company if what you’re offering has never been done before? This is a feat Peep Laja, CEO and Founder of Wynter had to overcome when he brought Wynter to market. For him, a lot of it comes down to messaging and tracking where that messaging is working. In the early stages of tracking that data, Peep says “qualitative is king”. Peep is also focused on keeping things lean, and putting his efforts toward big clients that will drive their recognition. Main Takeaways:Why Peep calls qualitative data “king”Why and how he’s turning prospects away that don’t meet his ideal profileHow he’s using strategy to keep a lean stackDan’s Top Tools:WynterProfitWellIntercomJoin us every week as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

When Tony Hsieh led Zappos to game-changing online success, he did it by putting the customer experience first. The story of the retailer is a marketing legend, and Aaron Magness was part of that.Aaron is the CMO at Thistle. He also spent 3 and half years with Zappos, where he learned the advantages and skills involved in making the customer experience a top priority. Now he’s bringing that approach to Thistle to drive growth. He joins us to tell us all that he learned and how he’s applying that today.Main Takeaways:Aaron’s takeaways from his time at ZapposHow he creates the ultimate value for Thistle usersHow to best use and collect customer feedbackLinks:Tony Hsieh: Happiness Leads to ProfitsDelivering Happiness by Tony HseihDan’s Top Tools:SurvicatePopSQLSegmentJoin us every week as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

If you had one tactic that would drive 3X more results would you do it? Of course. But what if the caveat was an increased risk of losing those deals? Norullah Sharifi has found the answer on how to drive those 3X results without upping your risk factor. Multi-threading.For successful multi-threading, Norullah, VP of Sales Development at Sendoso, pushes value, not hacks. Given that Sendoso is a gift-giving platform, that value factor comes naturally to Norullah. As a result, his SDR and BDR teams are killing it. Today he tells us all about his go-to strategies and the tools at the top of his tech stack that makes it all happen.Main Takeaways:Why multi-threading works and how you should use itHow and why value matters most, and hacks die every timeHow attribution is triangulation, not always scienceLinks:What's the difference between SDR and BDR? by Dave GerhardtThe Challenger Customer Book Recommendation by Victor AntonioThe Challenger CustomerDan’s Top Tools:SendosoChili PiperUTM.ioJoin us every week as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

The tech stack is essential to any business in our modern age, but just introducing tools to your workflow isn’t going to immediately solve problems. Your tech stack is only as good as the strategy to implement it.Chris Walker is the CEO of Refine Labs, a go-to market strategy firm that works with B2B SaaS companies to drive their demand engine. Chris thinks that too often people assume their tools are broken when really their strategy just sucks. Main Takeaways:Why strategy is key and how to improve yoursHow to avoid the common failure of gathering biased data from your customersHow to use dashboards to track successDan’s Top Tools:AmplitudeMcGaw.io Keyword & Phrase ParserSegment

Building a modern data stack is a must-have for fast-growing companies that care about the customer experience. And you can’t build a modern data stack without having a good RevOps team to support it.Scott Edmonds, Chief Revenue Officer at Syncari, a data automation platform all about getting your tools in sync, joins us for this episode. Scott is a martech legend and was the first sales hire at Marketo and pushed global growth for the company. Main Takeaways:Why every company should be jumping on RevOpsScott’s modern and cohesive approach to the data stackHow Syncari is using technographic data to stay on topLinks:Is The Modern Data Stack Overhyped? by nullQueriesUse Technographic Data To Build Powerful Audiences and Crush Lead Generation by Logan KellyDan's Top Tools:SnowflakeFivetranMetadata

In 2016, Datadog was in the top ten of Deloitte’s Fast 500 List which ranks the fastest-growing companies in North America. The cloud monitoring and analytics platform exploded onto the market and has continued to make its presence known. Aygun Suleymanova joined the team in January 2022 as the VP of Product Marketing to expand on that growth. She’s been flexing her expertise in product marketing for over a decade for various companies including five years at Salesforce.  In this episode, she shares some of her significant strategies and the stack she uses to make it happen. One of the things we’ll learn about is her focus on the percentage of penetration. This is a huge part of product marketing. Not only do you want to put forward a convincing product, but you also need the customers to love it and utilize as many bells and whistles as possible. That’s what’s going to drive expansions and renewals. She’ll also tell us about the tools she’s using to make meetings more efficient, and about how she utilizes a product wiki.Join us every week as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level. Links: Battlecards in 60 Seconds by Crayon Competitive Intelligence

Alessandra Colaci joined Mailshake as VP of Marketing in 2020. For two years now, she’s been leading with an approach to keep things simple and smart. For Mailshake, keeping things simple is important. As a sales outreach tool, they’re in a crowded market, so their strategy is to rise to the top with effective simplicity. They also have the advantage of being a marketing forward company with Sujan Patel as CEO. That’s something Alessandra really values about her workplace. She tells us about that in the interview. She also shares what she’s looking to next, dark social. Dark social a big buzzword right now, but Alessandra is already focusing on how leadership is going to need to change their approach to marketing as it continues to evolve and become more prevalent.Join us every week as we journey to the bleeding edge of the modern tech stack.  You’ll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level.

Amplitude is a product intelligence, a.k.a product analytics platform. Founded in 2012, the company has grown to be one of the leading platforms of its kind. That’s largely in part because of their product-led growth strategy. A strategy that works uniquely well given what its platform is.In this engaging podcast episode, we plunge headfirst into the complex and intriguing universe of product analytics, with none other than Justin Bauer, the esteemed Chief Product Officer at Amplitude, as our guide. Justin reveals the often-overlooked intricacies involved in comprehending customer journeys and behaviors and the role of North Start Metrics.The challenge lies not just in mapping out these journeys but in identifying the key patterns, understanding the drivers behind the behaviors, and then translating these insights into effective strategies for business growth. He emphasizes that revenue generation should not be the ultimate goal but a natural consequence of delivering superior value to customers.Main takeaways:Amplitude has evolved from a product analytics tool to a comprehensive digital analytics suite, including a recently launched Customer Data Platform (CDP).Having a North Star metric is crucial, as it reflects the aggregate value delivered to customers, and revenue should be a function of this value.Understanding customer journeys and behaviors is key for business growth. Tools like Amplitude can help analyze these behaviors and improve activation and engagement.Reverse ETLs extract data from your warehouse, transform it, and load it into a third-party system, making the data operational and enabling users to leverage any piece of data from any tool.Building a successful growth stack involves the importance of measurement and closing the loop to understand if messaging is effective and partnering with a vendor who takes an open ecosystem approach.Top ToolsAmplitude – A real-time, event-based analytics tool focused on improving product conversion, engagement, and retention by visualizing customer journeys.HighTouch – A Data Activation platform that syncs data from data warehouses to business tools, facilitating customer data exploration without engineering effort.dbt (data build tool) – A command-line tool empowering analysts and engineers to transform data in warehouses using SQL, handling the Transform in ETL.Snowflake – A cloud-based data platform offering data storage, processing, and analytics, supporting a wide range of workloads across major cloud platforms.Intercom – A customer engagement platform enabling real-time interactions between businesses and customers through various communication channels.AppCues – A user onboarding platform assisting in creating personalized in-app experiences and collecting customer feedback without developer involvement.Google Sheets – A web-based application for real-time creation, modification, and sharing of spreadsheets, part of Google’s free office suite.Datadog – A monitoring and analytics tool for IT and DevOps teams, providing observability and real-time security monitoring for cloud-scale applications.Join us as we journey to the bleeding edge of the modern tech stack. You’ll hear from real experts how to nail your strategy, build a revenue machine, and take your sales to the next level.