Virtual events with Emma Biskupiak at Mystery

10/17/22 • 16 min

Pipeline Meeting - Marketing Podcast About Sales

Emma was the first marketing hire at Mystery, and in her time with the company, it has evolved a lot. They've gone from only 10 people to 70 and counting and she shares what she's learned along the way.

Measuring brand marketing: Never an easy topic, Emma shares how brand is rooted in everything they do and has been from the beginning. There are ways they measure though, like impressions, visits, and through the success of their product and growth marketing teams.
Why now for virtual events: The company has seen a lot of growth, in part because people are more interested in virtual events than ever. Think Zoom fatigue and quiet quitting being major headlines in the press.
Demos that don't suck: They make an experiential product. Emma talks about how they've used this to their advantage in the process of introducing new prospects to their product.
Experience design plus data science: There's an interesting angle they're taking which is bringing principles of data science to make virtual events that scale. Emma explores this.
Connecting sales and marketing: Sometimes the best way for your sales and marketing teams to talk to each other is for them to... Talk to each other. Mystery uses their own product to bring the two teams together. Learn how it impacts sales and marketing alignment. (Hint: It works!)

Emma Biskupiak on LinkedIn: https://www.linkedin.com/in/ehunsaker/

Mystery on LinkedIn: https://www.linkedin.com/company/trymystery/

Learn more about Mystery: https://www.trymystery.com/

Measuring brand marketing: Never an easy topic, Emma shares how brand is rooted in everything they do and has been from the beginning. There are ways they measure though, like impressions, visits, and through the success of their product and growth marketing teams.
Why now for virtual events: The company has seen a lot of growth, in part because people are more interested in virtual events than ever. Think Zoom fatigue and quiet quitting being major headlines in the press.
Demos that don't suck: They make an experiential product. Emma talks about how they've used this to their advantage in the process of introducing new prospects to their product.
Experience design plus data science: There's an interesting angle they're taking which is bringing principles of data science to make virtual events that scale. Emma explores this.
Connecting sales and marketing: Sometimes the best way for your sales and marketing teams to talk to each other is for them to... Talk to each other. Mystery uses their own product to bring the two teams together. Learn how it impacts sales and marketing alignment. (Hint: It works!)

Emma Biskupiak on LinkedIn: https://www.linkedin.com/in/ehunsaker/

Mystery on LinkedIn: https://www.linkedin.com/company/trymystery/

Learn more about Mystery: https://www.trymystery.com/

Previous Episode

Partner sales with James Urie at Close

James' partner sales responsibilities run the gamut, from identifying partners and to co-marketing and helping them succeed. He shares his insights building this program, including:

Ways to partner: Close offers three distinct partner programs: Affiliates, experts, and integrations. James walks through how each works and how they are incentivizing and engaging growth levers that were previously underutilized.
Integrations: This is a hot topic and an increasingly important one in the SaaS (software as a service) world. James shares an example of their partnership with QuotaPath, how they identified the opportunity, executed on it, and how it's going. (Hint: It's going well!)
Incentives: Several times in our conversation James talks about incentivizing partners and how financial motivation is an important part of the equation for partner sales... But it's not the only one. Sales support and training is another important consideration.
Complementing vs. Competing: One area we explore is that it looks like to have a complementary partner sales relationship versus a competitive one. Product roadmap, customer base, and other factors come into play.
One to Many: When it comes to integrations, if you build one, chances are you are going to build another. So how do you know where to start? And how does that affect your sales and go to market motions?

James Urie on LinkedIn: https://www.linkedin.com/in/james-urie/
Close on LinkedIn: https://www.linkedin.com/company/close-crm/
Learn more about Close: https://close.com/

Next 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