Sunny Side Up

Episode Summary Kara Alcamo and Rachel Cursai discuss how the deprecation of third-party cookies in 2024 will impact B2B marketing. They cite privacy concerns and regulations driving this change. Leveraging first-party data through tools like identity resolution and focusing on personalized experiences are recommended strategies. The episode provides insights on adapting to a cookieless future through enhanced customer data collection and analytics. About the guests Kara Alcamo Kara is the founder of Alcamo Marketing, a B2B marketing consultancy. With over 15 years of experience in marketing strategy, media, SEO, content, and technology, she started Alcamo Marketing to provide strategic consulting services and execution capabilities. In addition to her marketing expertise, Kara has diverse interests outside of work. She is a proud beekeeper with over 4 beehives, a bunch of chickens, two cats, a dog, and a horse on her regenerative permaculture farm. Kara brings her passion for innovation to her clients, helpi

About the guest Matthew is a strategic marketer specializing in technology marketing for B2B and B2C blue-chip corporates. He has been involved in shaping and implementing brand strategies and communications for most of his career. He has driven brand marketing for FTSE 100 and NYSE-listed businesses in the UK, USA, and several countries. Connect with Matthew Leopold Episode Summary Matthew Leopold from LexisNexis shares how they segment their messaging for different stakeholders in the buying process, from managing partners to IT directors to users. He discusses challenges around data privacy and attribution in B2B marketing. The importance of understanding sales teams and aligning marketing and sales goals is also covered. Key takeaways Personalized marketing is important for diverse personas in professional services firms like law firms Understanding the buying journey and different needs of stakeholders like partners, IT directors, and users is key Attribution is difficult in B2B but tracking

Episode Summary This episode discusses the evolving role of marketing and how it is adapting to changes in buyer behavior and new technologies like AI. Jens Olivarius shares insights from his extensive career in marketing leadership roles. Key topics include the importance of understanding buyer intent, being relevant and creative in communications and aligning sales and marketing efforts through shared goals and processes. There is discussion about how AI can enhance jobs by automating repetitive tasks and improving products. The importance of focusing marketing efforts on the right target accounts and cutting wasteful spending rather than resources is also covered. About the guest Jens Olivariusis the CMO at FE fundinfo, previously being part of the Executive team at MDM Solutions company Stibo, and CMO at SimCorp, a global investment management IT solutions company, following an 18-year career with SaaS Institute where he undertook a variety of sales and marketing roles both in the US and Denmark. He prese

Episode SummaryIn this episode, Ruth Zive, CMO of LivePerson, discusses how to successfully navigate the AI landscape with business leaders. She shares LivePerson's conversational flywheel framework for understanding customer needs and implementing AI in a practical way. Ruth also emphasizes the importance of aligning sales and marketing teams through shared goals and data-driven strategies. About the guest Ruth Zive oversees LivePerson’s global marketing organization, focused on growing scalable, measurable, and predictable world-class demand generation, with operational rigor. A three-time enterprise software CMO, she leads the company’s digital and demand generation, field marketing, and sales development, vertical and product marketing, branding, and internal and external communications functions. Connect with Ruth Zive Key takeaways- Understand customer needs through data insights before implementing AI - Use a framework like the conversational flywheel to practically implement AI and continuously im

Episode Summary This episode discusses how Devo implemented account-based marketing (ABM) and aligned its marketing and sales teams. Greg Aquavella from Devo shares how they overcame challenges through Demandbase training sessions with sellers and weekly one-on-ones. He emphasizes the importance of aligning sales and marketing efforts through collaboration and providing insights that matter to sellers. The episode also covers identifying opportunities for pipeline acceleration and integrating demand generation tools into existing sales workflows to streamline processes. Overall, it focuses on best practices for ABM success through effective alignment between revenue teams. About the guest Greg Aquavella is the Director of Marketing at Devo. With over 12 years of experience in marketing and 6+ years focused on account-based strategies, Greg is a leading expert in aligning marketing and sales for ABM success. At Devo, Greg spearheaded the implementation of their global ABM program to better target large enterpr

Sunny Side Up Podcast is now OnBase, where hosts Chris Moody and Paul Gibson tackle B2B challenges weekly with top experts. For most companies, the gap between sales and marketing isn’t just a crack—it’s a chasm. And ignoring this rift? It’s not just risky; it's practically business sabotage. So that got us thinking, just why are so many sales and marketing teams, well, off-base–and what can we do to fix it? OnBase is about smashing those sales and marketing misalignments. If syncing sales and marketing to supercharge your revenue sounds like your kind of play, then “OnBase” is your must-listen. Rate us and subscribe now on Spotify, Apple Podcast, YouTube, or wherever you love to listen. Keep winning and stay OnBase.

Episode SummaryThis episode of the Sunny Side Up podcast discusses overcoming challenges faced by women in their careers, with a focus on imposter syndrome, advocating for career advancement, and maintaining work-life balance. Hardeep Kaur shares her experiences and advice on these topics, emphasizing the importance of authenticity, mentorship, and addressing unconscious biases. About the guest Meet Hardeep Kaur, the Director of People at Demandbase India. With 17+ years in HR, she's all about making things happen. Whether it's influencing leaders, spurring teams into action, or crafting tailored solutions, Hardeep's got it covered. She's passionate about solving challenges and works hand-in-hand with colleagues to drive meaningful change. In short, Hardeep is the driving force behind people-centric success at Demandbase India. Connect with Hardeep Kaur Key takeaways- Overcome imposter syndrome through self-awareness, self-compassion, and recognizing accomplishments - Advocate for your career

Episode Summary This episode of Sunny Side Up features an interview with Jill Canada, VP of Commercial at Mendaera, about her experience creating new markets and implementing disruptive technology. Jill discusses the challenges of market creation, especially in healthcare, and emphasizes the importance of change management. She also shares insights into building effective teams, lessons from both startups and large companies, and recommendations for books and guests. About the guest Jill Canada currently serves as the Vice President of Commercial at Mendaera Inc., a Silicon Valley-based healthcare technology company developing a platform that combines robotics, real-time imaging, artificial intelligence, and connectivity. Before Mendaera, Jill served as the Vice President of Corporate and Enterprise Sales and as a key member of the Executive team at Avail Medsystems where she led a dynamic team dedicated to supporting some of the healthcare sector’s largest and most influential entities. Connect with Jill Can

Episode SummaryThis episode discusses Google's new email policies that will classify companies as bulk senders if they send over 5,000 emails per day. Guests Liam Moroney and Graceanne MacDonald provide best practices for staying under the threshold, including database audits, custom tracking domains, and adding unsubscribe links to all emails. About the guest Graceanne (Domino) MacDonald Graceanne began her startup career in the sales world, first leading SDR/BDR teams, followed by a side-step into RevOps before formally landing in demand gen. And she brings that dual sales/marketing perspective into all of the programs she builds.  Connect with Graceanne (Domino) MacDonald Liam Moroney Liam may be in the marketing minority; in that, he went to school for marketing. He has grown his career as a demand generation leader in the startup space and developed unique perspectives coming up through marketing ops and content marketing. Connect with Liam Moroney Key takeaways- Google will classify companies as bul

Episode SummaryBrian Finnerty of Udacity discusses effective strategies for aligning content to different stages of the buyer's journey. He stresses the importance of investing in lower funnel proof points like customer success stories and third-party reports. Finnerty also provides tips for validating content assumptions directly with customers. Additionally, he emphasizes optimizing the content mix based on performance data and attribution to opportunities. Throughout the conversation, Finnerty reinforces the importance of tying content marketing efforts directly to pipeline and sales goals. About the guest Brian is a senior marketing executive with deep experience leading successful marketing teams. He believes that marketing can deliver extraordinary results when it harnesses the right blend of full-funnel demand, sales alignment, and rich customer insights. Brian's expertise includes brand strategy, B2B demand generation, and global customer acquisition from mid-market to Fortune 500.  Connect wi

Episode SummaryEmily Butler discusses balancing brand and demand generation, sharing insights from her transition from agency to corporate life. Emily also provides tips on understanding customers and measuring success. The discussion covers marketing strategies in the complex aerospace industry and building brand awareness internally. About the guest Emily is a Sr. Director of Marketing at Honeywell Aerospace Technologies where she leads a team of demand and digital marketers in the Americas. Emily has 24 years of experience leading high-performing B2B marketing teams.  Before Honeywell Aerospace Technologies, Emily was the head of digital marketing and demand generation at a full-service marketing agency working with brands such as Symantec, Spirent, Model N, ServiceNow, BroadSoft, Infovista, Sage, and several startups acquired by Cisco and Oracle. Connect with Emily Butler Key takeaways- The importance of balancing brand and demand marketing, even with budget pressures - Measuring success through pipeline

Episode SummaryShelley Morrison shares her insights on mastering marketing through experimentation, creativity, and building an innovative culture. She discusses how her background in advertising and marketing has prepared her to thrive in an ever-changing industry. She emphasizes the importance of embracing risk, testing new ideas, and fostering psychological safety to encourage idea-sharing and learning from failures. Shelley also stresses aligning brand and creative efforts to positively impact demand generation. Listeners learn about Shelley's approach to monthly test-and-learn sessions and how sharing results openly helps teams improve continuously. Useful recommendations are provided on history podcasts and inspiring B2B marketing leaders. About the guest Shelley Morrison, VP of Global Growth Marketing at Domo, is a seasoned full-journey marketer with deep expertise in global demand generation, offline and digital media, growth strategy, and sales and marketing alignment. She’s skilled in leading be

Episode Summary This episode of Sunny Side Up discusses scaling marketing at a fast growing tech company with Sally Winter, Marketing Director at Benefex. Sally shares insights on implementing AI strategies to stay competitive and challenges in the B2B landscape. She details how her company effectively measured ABM campaigns through a repeatable model leveraging existing content and targeting personas. Sally emphasizes the importance of great content and brand building for future buyers. She also discusses scaling teams and measuring influence over vanity metrics. Valuable lessons are provided on using events for emotional connectivity and recommending books on transforming the B2B journey. About the guest An award-winning content producer and SaaS marketer, Sally specializes in the workplace technology sector, where she’s led marketing functions in start-ups, scale-ups, and multinational enterprises. She’s currently the Marketing Director for Benefex, the tech company that uses employee benefits, recognition

Episode Summary This episode of Sunny Side Up Media discusses fostering professional communities and networking in tech. The speakers share their career journeys in roles like operations, enablement, and sales. They emphasize building relationships through open communication and understanding. Advice includes finding mentors, embracing new opportunities, and focusing on quality connections over quantity. Tips address networking for introverts, dealing with rejection, and giving/receiving balance. The episode stresses authenticity, trust, and collaboration in cultivating meaningful work relationships. About the guests Angela Mueters Angela is a Strategic Account Director at Demandbase, with a decade of experience at the company. She has held several roles on the Sales team at Demandbase and works with some of the most well-known brands in B2B. She has earned multiple President’s Club honors and has become a go-to person for insights and feedback within the organization. Angela constantly seeks ways to grow pro

Episode Summary This podcast episode of Sunny Side Up discusses the impact of Google's removal of third-party cookies on digital advertising and marketing strategies. Tom Keefe, a marketing ops expert, provides an overview of third-party cookies and Google's plans for a "privacy sandbox." The discussion focuses on how this change will affect account identification, personalization, and B2B marketers. Keefe suggests ways marketing organizations may adapt, including evaluating vendors and implementing first-party cookies. Both speakers emphasize the need to track changes to benchmarks and strategies as the digital landscape evolves in a cookieless world. About the guest Tom Keefe is the Senior Director, Marketing Operations at Demandbase. As a RevOps leader Tom strives to expand his knowledge outside of the standard Ops role. Whether it's helping drive business within the revenue org, running trainings/best practice sessions, consulting with prospects and customers around their internal pr

Episode SummaryThis episode of the Sunny Side Up podcast features Carol Holly discussing building a brand through customer relationships. As CMO of Exclaimer, Carol shares her background and interest in marketing. She emphasizes prioritizing customer experiences and aligning business processes to meet customer needs. Carol also highlights the challenges of collaboration across departments and measuring the impact of brand-building efforts. Overall, she provides valuable insights on balancing brand awareness and demand generation investments for business growth. About the guest Carol is the CMO at Exclaimer, an email signature software platform. She is a senior leader backed by over 15 years in the digital and technology space for established businesses and start-ups. Coming from a background in product marketing, brand development, and demand generation. Carol is hugely passionate about building strategy, storytelling, bringing products to life for consumers, and driving growth. From building the first intell

Episode Summary This episode of Sunny Side Up features a discussion about women's careers in tech with Debbie Saskin and Van Hsieh from Demandbase. The speakers share their non-traditional paths into tech from fields like education and biochemistry. They discuss challenges like adapting to new skills and industries, as well as strategies for career advancement through self-advocacy, mentorship, and asking questions. The importance of flexibility, adaptability, and supportive work environments for women in tech are also highlighted. About the guests Van Hsieh Van is a dynamic Sr. Software Engineer at Demandbase. With a career that’s taken her from sales to solutions engineering and finally to software development, Van's love for crafting and delivering tangible projects shines through in her work. Her path, marked by continuous learning and adaptability, showcases a deep-seated passion for exploring new horizons and mastering diverse skills.Outside of the digital realm, Van finds solace and creativity

Episode Summary In this episode, Uzair Dada of Iron Horse shares how professional services firms can leverage account-based growth strategies to expand beyond their traditional one-to-one sales approach. Uzair outlines opportunities in scaling thought leadership and personalizing content for target personas. The discussion also emphasizes using AI technologies to improve targeting and segmentation while bridging the gap between marketing and sales. Aligning teams through change management and focusing on customer success and adoption are highlighted as key factors for long-term success. About the guest Uzair Dada is the Founder and CEO of Iron Horse. Over the last 24 years, Uzair has built Iron Horse from a startup to an award-winning growth marketing agency helping global B2B companies build scalable revenue-focused integrated marketing programs.  His areas of expertise include building B2B Marketing programs that focus on ABM, sales enablement, connected Martech, and intent data. Connect with Uzair Dada Key

Episode Summary This episode of Sunny Side Up discusses revenue alignment at UserGems. Christian Kletzl, CEO of UserGems, and Trinity Nguyen, VP of Marketing, discuss how they align their sales and marketing teams to work towards shared goals and metrics. They highlight challenges like differing objectives but emphasize removing ego and prioritizing company goals. Champion tracking is also discussed as a way to focus sales and marketing efforts on key accounts and individuals. Setting OKRs and transparency in goals are identified as ways to build alignment. About the guest Christian KletzlChristian Kletzl is CEO and co-founder of UserGems, a pipeline generation software that helps teams boost pipeline and reduce churn by monitoring job changes of your most valuable buyers and then automating the next steps. He is a software engineer turned seller, so even though most of his days are spent with customers and prospects, he still applies an engineering mindset to sales processes to optimize and achieve more with

Episode Summary This episode of Sunny Side Up discusses finding balance in work and life for women in tech. The speakers share their career journeys and experiences maintaining boundaries while prioritizing demanding work. They discuss challenges like burnout and pressures to overwork without children or partnerships. The speakers appreciate Demandbase's supportive culture that values employees' well-being and personal lives. Flexibility, leading by example, and connecting with other women in the industry are suggested as helpful for work-life balance. About the guests Jennie McCormick Jennie is a Senior Customer Success Manager at Demandbase serving the east coast region. She has been passionate about the customer experience and setting her customers up for success for over 15 years in various client-facing roles. From the worlds of customer service to B2C, to agency, to B2B, she has focused on being as well-rounded as she is being an expert in her fields. She took an unconventional route in life sta