Episode 63

full
Published on:

29th May 2024

63: Building a Strong Relationship with Sales: Communication, Collaboration, and Feedback - with Tara Robertson, Head of Demand Generation at Chili Piper

In this episode of "Women in B2B Marketing," host Jane Serra sits down with Tara Robertson, Head of Demand Gen at Chili Piper, for a rich discussion on the intersection of brand and demand generation. Tara shares her marketing journey, emphasizing the importance of brand strength, sales alignment, and the power of collaboration for successful marketing initiatives.

They explore the value of honest feedback, the role of influencers in content creation, and the challenges of traditional email nurturing. Tara also highlights Chili Piper's selective hiring process, the benefits of a global remote team, and their unique "ABM lite" strategy.

Tara and Jane discuss:

  • The importance of brand in demand generation
  • Alignment and collaboration between marketing and sales teams
  • Collecting and encouraging honest feedback - even anecdotal
  • Documenting feedback, especially for events and sponsorships
  • The shift in influencer collaboration from distribution to early involvement in content creation, with an example of successful collaboration
  • Limitations of traditional email nurturing and the move towards retargeting on LinkedIn as a non-traditional approach'
  • The need for diverse event locations
  • Hiring and building a strong team at Chili Piper
  • Remote work setup and its impact on team collaboration
  • Integration of account-based marketing (ABM) and demand generation
  • Evolution of the B2B marketing landscape
  • Advice for young marketers to start sharing their thoughts and ideas


Key Links:

Guest: Tara Robertson - https://www.linkedin.com/in/taraarobertson/

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


Show artwork for Women in B2B Marketing

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

Profile picture for Jane Serra

Jane Serra