Episode 30

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Published on:

13th Sep 2023

30: Leveraging Events as Pipeline Accelerators and Generators - with Shannon Curran, Vice President, Marketing at MadKudu

In this episode of Women in B2B Marketing, host Jane Serra interviews Shannon Curran, VP of Marketing at MadKudu. Shannon discusses the changing landscape of marketing teams, growing the top of the sales funnel, optimizing events for quality, and leveraging data to optimize for pipeline. She also emphasizes the need for clear direction, coaching, and authentic leadership.

Shannon and Jane discuss:

  • Shannon's transition from VC to B2B Marketing
  • The rise of generalists with specialized skills
  • Exploring fractional work for career growth
  • Aligning sales and marketing through data
  • MQLs as a vanity metric
  • Optimizing events for relationship building and deal acceleration
  • How to choose which events to invest in based on attendee lists and cost-benefit analysis.
  • Predicting ROI on events based on quality index
  • Investing in employee growth and psychological safety

Key Links:

Guest: Shannon Curran - https://www.linkedin.com/in/shannon-sweeny-curran-55332942/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

MadKudu - https://www.madkudu.com/

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About the Podcast

Women in B2B Marketing
A biweekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.
Women in B2B Marketing is a biweekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.

This is a place where CMOs, VPs of Marketing, and all strong women B2B marketing leaders discuss their top tactics, strategies, and tips for building teams, leveraging trends, and ultimately rocking their marketing careers - however that looks to them.

Leading marketing teams everywhere from fortune 500s to startups and challenger brands, these women share their stories of rising to the top - and how they overcame any obstacles that came their way.

Made by and for women, insightful for all.

Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.

LinkedIn: https://www.linkedin.com/in/janeserra/

Instagram: https://www.instagram.com/womeninb2bmarketing/
Twitter: https://twitter.com/womeninb2bmktg

About your host

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Jane Serra