Demand gen strategy with Janelle Amos at Elevate Growth

10/31/22 • 15 min

Pipeline Meeting - Marketing Podcast About Sales

Janelle Amos helps companies craft--and execute--demand gen strategy. Not just any companies, though. She specializes in working with B2B SaaS startups that are anywhere from seed stage to series C rounds. We discuss:

Who she helps. There are three typical scenarios when a head of demand gen might be called in to help. She talks about all three, and two tend to work better than the third.
Why marketing first. Janelle explains why she thinks marketing, and demand gen strategy, should come first when a startup is starting to see traction. She contrasts this to a sales-first approach.
Why marketing now. She explains how timing is key. There are several specific things she looks for in the market and the product that help her understand if demand gen strategy can help.
Supporting sales. Janelle shares interesting insight into how the right demand gen strategy can set up the sales team for success. And beyond a nice to have, it may be vital for the success of that sales team. When done right, they can jump in and do their job--selling!
The ideal tech stack: Always a tricky topic, but Janelle talks about a few different popular tools and how they come together like HubSpot, Salesforce, Marketo, Outreach, and Salesloft.

We cover more topics like the specific tactics she recommends in B2B SaaS, repurposing long form content, sales cycles, message testing, and internal communications for your campaigns.

Janelle Amos on LinkedIn: https://www.linkedin.com/in/janelleamos/
Elevate Growth: https://elevate-growth.com/

Who she helps. There are three typical scenarios when a head of demand gen might be called in to help. She talks about all three, and two tend to work better than the third.
Why marketing first. Janelle explains why she thinks marketing, and demand gen strategy, should come first when a startup is starting to see traction. She contrasts this to a sales-first approach.
Why marketing now. She explains how timing is key. There are several specific things she looks for in the market and the product that help her understand if demand gen strategy can help.
Supporting sales. Janelle shares interesting insight into how the right demand gen strategy can set up the sales team for success. And beyond a nice to have, it may be vital for the success of that sales team. When done right, they can jump in and do their job--selling!
The ideal tech stack: Always a tricky topic, but Janelle talks about a few different popular tools and how they come together like HubSpot, Salesforce, Marketo, Outreach, and Salesloft.

We cover more topics like the specific tactics she recommends in B2B SaaS, repurposing long form content, sales cycles, message testing, and internal communications for your campaigns.

Janelle Amos on LinkedIn: https://www.linkedin.com/in/janelleamos/
Elevate Growth: https://elevate-growth.com/

Previous Episode

B2B sales and marketing alignment with Lucas Stacey at HubSpot

Lucas helps HubSpot partners and customers identify the best ways to attract, engage, and delight their customers. He joins the Pipeline Meeting podcast to talk specifically about how sales and marketing teams can work better. Topics include:

Bringing sales in the loop: Even a high performing marketing team using marketing automation, lead scoring, and analytics is going to want to bring their sales team onto the same platform to make the most of it.
Sales and customers win: Lucas shares how both sales teams and customers benefit when marketing insights are fully incorporated into the buyer's journey.
Marketing has skin in the game: Having visibility into sales activities and the full sales pipeline also means marketers can make better, data-driven, and revenue-informed decisions about how they spend their time.
Operations, or RevOps, is the glue: These two teams can connect with other platforms, tools, and other teams through HubSpot's OpsHub. You can also automate things like data cleaning and enrichment across your CRM.
Partners are key. HubSpot is a powerful platform. But the average scaling company is using 242 pieces of software in their tech stack. HubSpot both plays well with others and can handle some of these workflows. We also talk about emerging tools like Arrows, built for onboarding, which is a native HubSpot app.

Lucas Stacey on LinkedIn: https://www.linkedin.com/in/lucas-stacey/

HubSpot on LinkedIn: https://www.linkedin.com/company/hubspot/

Learn more about HubSpot: https://www.hubspot.com/
Why Choose HubSpot: https://www.hubspot.com/why-choose-hubspot
What's New in HubSpot's Software: https://www.hubspot.com/new

Next 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/