Customer lifecycle marketing with Madison Zimmerman at Property Meld

11/14/22 • 15 min

Pipeline Meeting - Marketing Podcast About Sales

Madison Zimmerman has taken full lifecycle marketing on as head of marketing at Property Meld, a proptech (property technology) B2B SaaS company. Our discussion includes:

Generating new leads through webinars. Making webinars that people actually show up to and find interesting -- it's true, it's possible.
* Managing inbound with HubSpot. How marketing and their outbound BDR team use HubSpot for marketing and sales automation.
* Quantifying pain to justify pricing. Their custom scorecard drives their sales process and helped them increase their prices.
* Coordinating with customer success. Beyond generating leads, their marketing team focuses on win rates and retention, all in HubSpot.
* Trying new technologies. They implemented a new lead concierge tool called Chili Piper. It works and they learned something else, too.

Find Madison Zimmerman on LinkedIn: https://www.linkedin.com/in/madisonzimmerman/
Learn more about Property Meld: https://propertymeld.com/

Madison Zimmerman has taken full lifecycle marketing on as head of marketing at Property Meld, a proptech (property technology) B2B SaaS company. Our discussion includes:

Find Madison Zimmerman on LinkedIn: https://www.linkedin.com/in/madisonzimmerman/
Learn more about Property Meld: https://propertymeld.com/

Previous Episode

From CMO to CEO with Jenn Steele at Kissmetrics

Jenn Steele recently became the CEO of Kissmetrics, an advanced product and marketing analytics platform. She talks about marketing and product analytics, using data, and how other marketers can become CEO themselves.

Marketing and product analytics. Jenn spent tens of thousands of dollars when she didn't have to. She talks about why. How marketing and product analytics can work together.
CMO to CEO transition. Jenn shares her background working at HubSpot, with private equity firms, MIT, and a bunch of other places.
Kissmetrics as a Google Analytics 4 alternative. Jenn talks about how they're adapting their go to market strategy to capitalize on changes to Google Analytics (GA4, specifically).
Rebuilding sales and marketing from scratch. Without having any players in sales or marketing seats, Jenn has been recreating those those, recreating processes, and hiring specialists to take these things off her plate.
First 90 days as CEO. She walks us through the myriad of tasks on her plate as a new CEO, some of which are not her area of expertise. Like taxes. And all the ways she wants to fire herself.

That's not all. We also reminisce about T-shaped marketers. How companies like Carvana use Kissmetrics. And a big risk of her marketing background: Spending too much time on marketing.

Jenn Steele: https://www.linkedin.com/in/jennsteele/
Kissmetrics: https://www.kissmetrics.io/

Next Episode

Think and act like an owner with Lisa Cox at Teak & Twine

How do you think and act like an owner as a marketer? Lisa Cox at Teak & Twine shares her approach and how it informs everything from coming up with campaigns to running revenue reporting. Highlights include:

Balancing business growth and personal goals. Lisa shares how her past experience as a business owner taught her how important it is to focus on business growth. Now that she's in-house, she finds ways to also drive personal growth and take risks.
* Their most successful paid ad. It's a meme. Seriously. And they haven't been able to top it. Lisa shares how they develop creative concepts. They went too far but pulled it back and are striking the right tone.
* B2B doesn't have to be boring. Beyond any one ad, they engage with the human-side of their prospects which include HR teams and other marketers. While also supporting a smaller DTC segment of their ecommerce business.
* Expanding their definition of success. Strictly speaking, Lisa is responsible for sales pipeline. But she has gone rogue to build her own reports and track revenue since she knows what's what really matters.
* Experimenting with ABM. Not wanting to invest heavily in data or tech, they found a scrappy way to experiment with ABM (account-based marketing) and achieved some pretty incredible results. Like a 50% meeting rate! Hear how.

Find Lisa Cox: https://www.linkedin.com/in/lisa-a-cox/
Find Teak & Twine: https://www.teakandtwine.com/