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30: Leveraging Events as Pipeline Accelerators and Generators - with Shannon Curran, Vice President, Marketing at MadKudu
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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. द्वारा प्रदान की गई सामग्री. एपिसोड, ग्राफिक्स और पॉडकास्ट विवरण सहित सभी पॉडकास्ट सामग्री 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. या उनके पॉडकास्ट प्लेटफ़ॉर्म पार्टनर द्वारा सीधे अपलोड और प्रदान की जाती है। यदि आपको लगता है कि कोई आपकी अनुमति के बिना आपके कॉपीराइट किए गए कार्य का उपयोग कर रहा है, तो आप यहां बताई गई प्रक्रिया का पालन कर सकते हैं https://hi.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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