12M Users and Beyond: Designing a Marketing Team for Slack's Parabolic Growth with Julie Liegl, CMO of Slack

Pipeline Visionaries

Julie Liegl is used to being a part of big things. As EVP of Global Marketing at Salesforce, she helped create and oversee the world-class corporate event that is known as Dreamforce, and she’s currently overseeing a complete transformation in the way that businesses communicate as CMO of Slack.

On this episode, Julie unveils some of the plays that have made her so successful across her career. She talks about corporate events and how they can maintain relevance as digital events in the time of COVID, how to create a demand gen team from scratch, and much more.

Key Takeaways

• Demand Gen needs to be integrated. Every aspect of it needs to be thought of as a part of one single function, rather than separate one-off activities.
• In order for an event to be successful, you need to help prepare your attendees to make the most of it before they ever arrive.
• Brand marketing can work hand-in-hand with demand gen. The top of the funnel is still a part of the funnel.

Quotes

• "You have to think of demand gen as a program rather than a set of tactics and how they're going to go along the way. We used to call it lead gen and that very much reflected what it was, which was marketing, throwing leads over the wall, and demand gen is really about being smarter about the entire thing."
• "I see events as an amplifying effect to demand gen and as a point in the demand gen journey."
• "Brand is funny because there definitely are ways to measure it. We do a lot of brand studies. We do research on consideration awareness sentiment, and we try to measure it quarterly."
• "I still think that flashy things can work, but they need to work in a way that makes sense with your product beyond just a clever marketing tagline."

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

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