A 4-time Tech CMO’s Secrets to Integrated Demand Gen
In this week’s episode of the Demand Gen Visionaries podcast, we’re joined by Lynne Capozzi, CMO at Acquia.
In this week’s episode of the Demand Gen Visionaries podcast, we’re joined by Lynne Capozzi, CMO at Acquia.
This episode features an interview with Lynne Capozzi, CMO of Acquia, the leading cloud platform for building, delivering, and optimizing digital experiences.
Lynne is a multiple-time tech CMO who first served as Acquia’s CMO in 2008, before leaving in 2011 to pursue nonprofit work full-time. She returned to Acquia in late 2016 to lead the marketing organization into its next stage of growth.
On this episode, Lynne explains why demand gen always needs to be an integrated strategy, how to create a great website experience, why it’s so hard to do personalization well, and why the next phase of the industry is moving from marketing operations to revenue operations.
Tune in to the episode to hear Lynne reveal her demand gen strategies, including:
Want to skip ahead to the highlights? Check out these can’t-miss moments:
“What we do for demand gen is all about integrated campaigns. The one thing I know about demand gen is that it's never a one-and-done type of task. Demand gen is very much an integrated strategy…it’s everything that falls under that roof to generate demand–it's multitouch, it's nurturing campaigns, it’s all about using the right tools…and so much of it is based on data and data analytics.”
“I re-platform [our website] every 18 months or so. That's the recommendation that I give to people. If you haven't [done] an evaluation of your website in the past two years, it's time to do it…A lot now is based on design. Do you have a modern, sleek design on your site? That's really important because that level of Netflix and Apple–that's kind of the experience that everybody is expecting now. So you need to make sure that your site is reflective of your brand, reflective of your messaging, and really have it be a great experience for customers.”
“I think there's a lot more to be done using intent data and using AI and machine learning…As marketers, I think we’ve got a lot of opportunity if we can look at intent data--looking at intent data and not waiting, but seeing where people are raising their hands and where the interest already is…to help you figure out what's the next action to take or the next market to go after.”
“We’ve spent the past couple of years in our industry in marketing gathering the data–now what? I want people that can help make the determination of what happens next and how do you use that data. And now I'm finding some really great marketing folks who are geared towards that. So we're moving from marketing operations to revenue operations, which is really the bottom line.”
“I think conversational marketing is critical. We're using it a lot right now…we use it to really drive our leads. And I expect that to continue even more in the future.”
Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.
Stay up to date with weekly drops of fresh B2B marketing and sales content.
In this week’s episode of the Demand Gen Visionaries podcast, we’re joined by Lynne Capozzi, CMO at Acquia.
This episode features an interview with Lynne Capozzi, CMO of Acquia, the leading cloud platform for building, delivering, and optimizing digital experiences.
Lynne is a multiple-time tech CMO who first served as Acquia’s CMO in 2008, before leaving in 2011 to pursue nonprofit work full-time. She returned to Acquia in late 2016 to lead the marketing organization into its next stage of growth.
On this episode, Lynne explains why demand gen always needs to be an integrated strategy, how to create a great website experience, why it’s so hard to do personalization well, and why the next phase of the industry is moving from marketing operations to revenue operations.
Tune in to the episode to hear Lynne reveal her demand gen strategies, including:
Want to skip ahead to the highlights? Check out these can’t-miss moments:
“What we do for demand gen is all about integrated campaigns. The one thing I know about demand gen is that it's never a one-and-done type of task. Demand gen is very much an integrated strategy…it’s everything that falls under that roof to generate demand–it's multitouch, it's nurturing campaigns, it’s all about using the right tools…and so much of it is based on data and data analytics.”
“I re-platform [our website] every 18 months or so. That's the recommendation that I give to people. If you haven't [done] an evaluation of your website in the past two years, it's time to do it…A lot now is based on design. Do you have a modern, sleek design on your site? That's really important because that level of Netflix and Apple–that's kind of the experience that everybody is expecting now. So you need to make sure that your site is reflective of your brand, reflective of your messaging, and really have it be a great experience for customers.”
“I think there's a lot more to be done using intent data and using AI and machine learning…As marketers, I think we’ve got a lot of opportunity if we can look at intent data--looking at intent data and not waiting, but seeing where people are raising their hands and where the interest already is…to help you figure out what's the next action to take or the next market to go after.”
“We’ve spent the past couple of years in our industry in marketing gathering the data–now what? I want people that can help make the determination of what happens next and how do you use that data. And now I'm finding some really great marketing folks who are geared towards that. So we're moving from marketing operations to revenue operations, which is really the bottom line.”
“I think conversational marketing is critical. We're using it a lot right now…we use it to really drive our leads. And I expect that to continue even more in the future.”
Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.
Stay up to date with weekly drops of fresh B2B marketing and sales content.
In this week’s episode of the Demand Gen Visionaries podcast, we’re joined by Lynne Capozzi, CMO at Acquia.
This episode features an interview with Lynne Capozzi, CMO of Acquia, the leading cloud platform for building, delivering, and optimizing digital experiences.
Lynne is a multiple-time tech CMO who first served as Acquia’s CMO in 2008, before leaving in 2011 to pursue nonprofit work full-time. She returned to Acquia in late 2016 to lead the marketing organization into its next stage of growth.
On this episode, Lynne explains why demand gen always needs to be an integrated strategy, how to create a great website experience, why it’s so hard to do personalization well, and why the next phase of the industry is moving from marketing operations to revenue operations.
Tune in to the episode to hear Lynne reveal her demand gen strategies, including:
Want to skip ahead to the highlights? Check out these can’t-miss moments:
“What we do for demand gen is all about integrated campaigns. The one thing I know about demand gen is that it's never a one-and-done type of task. Demand gen is very much an integrated strategy…it’s everything that falls under that roof to generate demand–it's multitouch, it's nurturing campaigns, it’s all about using the right tools…and so much of it is based on data and data analytics.”
“I re-platform [our website] every 18 months or so. That's the recommendation that I give to people. If you haven't [done] an evaluation of your website in the past two years, it's time to do it…A lot now is based on design. Do you have a modern, sleek design on your site? That's really important because that level of Netflix and Apple–that's kind of the experience that everybody is expecting now. So you need to make sure that your site is reflective of your brand, reflective of your messaging, and really have it be a great experience for customers.”
“I think there's a lot more to be done using intent data and using AI and machine learning…As marketers, I think we’ve got a lot of opportunity if we can look at intent data--looking at intent data and not waiting, but seeing where people are raising their hands and where the interest already is…to help you figure out what's the next action to take or the next market to go after.”
“We’ve spent the past couple of years in our industry in marketing gathering the data–now what? I want people that can help make the determination of what happens next and how do you use that data. And now I'm finding some really great marketing folks who are geared towards that. So we're moving from marketing operations to revenue operations, which is really the bottom line.”
“I think conversational marketing is critical. We're using it a lot right now…we use it to really drive our leads. And I expect that to continue even more in the future.”
Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.
Stay up to date with weekly drops of fresh B2B marketing and sales content.
In this week’s episode of the Demand Gen Visionaries podcast, we’re joined by Lynne Capozzi, CMO at Acquia.
This episode features an interview with Lynne Capozzi, CMO of Acquia, the leading cloud platform for building, delivering, and optimizing digital experiences.
Lynne is a multiple-time tech CMO who first served as Acquia’s CMO in 2008, before leaving in 2011 to pursue nonprofit work full-time. She returned to Acquia in late 2016 to lead the marketing organization into its next stage of growth.
On this episode, Lynne explains why demand gen always needs to be an integrated strategy, how to create a great website experience, why it’s so hard to do personalization well, and why the next phase of the industry is moving from marketing operations to revenue operations.
Tune in to the episode to hear Lynne reveal her demand gen strategies, including:
Want to skip ahead to the highlights? Check out these can’t-miss moments:
“What we do for demand gen is all about integrated campaigns. The one thing I know about demand gen is that it's never a one-and-done type of task. Demand gen is very much an integrated strategy…it’s everything that falls under that roof to generate demand–it's multitouch, it's nurturing campaigns, it’s all about using the right tools…and so much of it is based on data and data analytics.”
“I re-platform [our website] every 18 months or so. That's the recommendation that I give to people. If you haven't [done] an evaluation of your website in the past two years, it's time to do it…A lot now is based on design. Do you have a modern, sleek design on your site? That's really important because that level of Netflix and Apple–that's kind of the experience that everybody is expecting now. So you need to make sure that your site is reflective of your brand, reflective of your messaging, and really have it be a great experience for customers.”
“I think there's a lot more to be done using intent data and using AI and machine learning…As marketers, I think we’ve got a lot of opportunity if we can look at intent data--looking at intent data and not waiting, but seeing where people are raising their hands and where the interest already is…to help you figure out what's the next action to take or the next market to go after.”
“We’ve spent the past couple of years in our industry in marketing gathering the data–now what? I want people that can help make the determination of what happens next and how do you use that data. And now I'm finding some really great marketing folks who are geared towards that. So we're moving from marketing operations to revenue operations, which is really the bottom line.”
“I think conversational marketing is critical. We're using it a lot right now…we use it to really drive our leads. And I expect that to continue even more in the future.”
Ready to hear from more Demand Gen Visionaries? You can subscribe and find all episodes here.
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