Show notes
Natalie Marcotullio, Head of Growth and Operations at Navattic, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the influence of B2B marketing teams on buyers. Natalie challenges the idea that marketers have complete control over the buyer's journey and emphasizes the importance of understanding how buyers actually make purchasing decisions. She shares her experience of growing inbound pipeline at Navattic and explains how the marketing team has shifted its focus from brand awareness to targeted campaigns. Natalie also provides insights into the implementation of interactive demos on websites and offers tips for promoting and rolling out this type of content.Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Natalie Marcotullio: https://www.linkedin.com/in/natalie-marcotullio/Check out Navattic: https://www.navattic.com/Listen to Navattic’s podcast Revenue on the Rocks: https://pod.co/revenue-on-the-rocksCheck out Mutiny: https://www.mutinyhq.com/Metadata’s playbooks: https://metadata.io/playbooks/Read the B2B Buyer Journey Report: https://www.chilipiper.com/post/b2b-buying-journey-reportFollow Arthur Castillo: https://www.linkedin.com/in/arthur-castillo/Follow Andrew Capland: https://www.linkedin.com/in/andrewcapland/Follow Brendan Hufford: https://www.linkedin.com/in/brendanhufford/Follow Mark Huber: https://www.linkedin.com/in/markehuberFor even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/Timestamps: 0:00:00 Introduction to the episode and guest, Natalie Marcotullio0:00:48 Discussion on the influence of B2B marketing teams on buyers0:02:26 Conversation on the importance of buyer intent0:03:14 Focus of the second half of the year and transitioning to a more targeted approach0:04:51 Importance of word of mouth leads and website traffic0:06:09 Strategies for getting a gut check from others on the team0:08:04 Metrics and goals focused on pipeline and MQLs0:09:36 Challenges and tips for implementing interactive demos on websites0:13:26 Addressing concerns about the impact of interactive demos on demo request numbers0:16:48 Recommendations for promoting and rolling out interactive demos0:19:22 Balancing CTA options and the role of interactive demos in the buyer's journey0:23:29 Making tough cuts or pausing programs and evaluating campaign performance0:27:57 Importance of organic content and repurposing existing content0:30:15 Niche content and the value of customer insights0:31:35 Exploring partnerships and joint customer enablement0:35:05 Recommended marketers to follow on LinkedIn0:35:45 Under the radar tactic: teasing content on LinkedIn0:36:58 Wrap upDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!