Shows
Leader GenerationBest of 2025: What Actually Worked When Leading Organizational ChangeFive years ago, we started Leader Generation with a simple premise: clients learning from clients. This year proved why that matters.
In 2025, CEOs and their leadership teams stopped debating whether to adopt AI and began wrestling with harder questions: How do we bring our people along? How do we measure what matters instead of what's easy to measure? How do we maintain the relationships that built our business while transforming how we operate?
Excerpts from these ten conversations capture what worked. Not theory—actual results from CDOs, COOs, and VPs leading change at companies like So...
2025-12-2942 min
Leader GenerationEP124: AI Playground: Katalon & BrowserStackExplore how AI can automate quality assurance and testing for marketers and content teams.
QA experts Giselle Castro and Carlos Obaldia share how they compared two leading AI tools, Katalon and BrowserStack. Together, they discuss how these platforms help teams test faster, cover more ground and free up valuable time for creative and strategic work.
Listeners will get a firsthand look at how Mod Op’s QA team approached the comparison, the real challenges they tackled (like reducing manual testing and overcoming change resistance) and the measurable improvements they achieved.
Leader Generation is host...
2025-05-0619 min
Leader GenerationEP123: The New Marketing Equation: Data + AI + ImaginationWhat if data wasn’t just something you measured, but a powerful spark for your most creative marketing ideas? In this episode, Tessa Burg talks with Boobesh Ramadurai to explore how artificial intelligence is changing the game for marketers—especially when it comes to blending data, creativity, and speed.
With over two decades of experience working with Fortune 500 companies, Boobesh shares real-world stories, helpful trends, and smart strategies to help you move faster, work smarter, and create content that truly connects. You’ll hear how brands are using AI to understand their audiences on a deeper level, make re...
2025-04-2833 min
Leader GenerationEP122: AI Is Leveling Up The Underdogs—Now What?What if the biggest impact of AI isn’t replacing jobs, but quickly raising the bar for everyone? In this episode of Leader Generation, host Tessa Burg talks with serial entrepreneur and Corpora.ai CEO Mel Morris about AI in business and marketing.
Mel brings decades of experience building and scaling tech companies—from his humble beginnings in data collection to leading King Digital, the force behind Candy Crush. He’s now pioneering a new kind of AI-powered research engine—and he’s got a lot to say about where we’re heading next.
Mel gets into the...
2025-04-2334 min
Leader GenerationEP121: Say ‘Hello’ To Brand Agent: AI That Speaks Your Brand’s LanguageIn this episode of Leader Generation, host Tessa Burg speaks with Aaron Grando, VP of Creative Innovation at Mod Op, about how the agency is using AI to enhance creative work and improve client experiences.
Aaron shares the story behind Brand Agent, Mod Op’s AI-powered assistant designed to align capabilities similar to ChatGPT with each client’s unique voice, values and goals. Aaron and Tessa discuss how Brand Agent not only enhances internal efficiencies—such as content writing, data summarization and brainstorming ideas—but also transforms how brands connect with their audiences. From personalized emails to AI-enhanc...
2025-04-1819 min
Leader GenerationEP120: Women In Tech - Elli Dimitroulakos On Leading InnovationTo celebrate Women in Tech Day, Tessa Burg is joined by Elli Dimitroulakos, Head of Ad Product and Innovation at Media.net. As a trailblazer in the ad tech industry, Elli shares her journey through transformative roles in media, TV, DSPs, broadcasting, publishing and podcasting.
She discusses how embracing change and fostering cultures of innovation have fueled her success, even when faced with resistance. Elli’s insights into balancing human-driven innovation with data-backed decisions offer practical strategies for leaders navigating today’s fast-evolving tech landscape.
Listen in as Elli explains how Media.net is revolutionizing ad te...
2025-04-0736 min
Leader GenerationEP119: Leading Change - Transforming Companies With Alan WizemannChange is hard—especially in big organizations with deeply ingrained processes. But what if you could lead transformation in a way that not only gets buy-in but also generates real business growth?
In this episode of Leader Generation, Alan Wizemann, Chief Digital Officer at Southern Glazer’s, shares how he has built a career helping companies like Target, Lululemon and Dollar Shave Club evolve in the face of digital disruption.
Alan walks us through the challenges of leading change, the importance of transparency and why fostering innovation from within can lead to breakthrough success. He also...
2025-04-0245 min
Leader GenerationEP118: AI Playground - DescriptCurious about AI-powered video and audio editing but don’t know where to start?
In this episode of Leader Generation, Cheryl Boehm and Patty Parobek share their experiences with Descript, an AI-driven tool that simplifies the editing process—even if you have zero experience. They share real-world insights from their hands-on testing, covering both the advantages and limitations of the platform.
Whether you're a marketer, content creator, or someone looking to streamline video production, this episode provides valuable takeaways on how Descript can help you save time, automate tedious editing tasks and improve your workflow.
2025-03-2513 min
Leader GenerationEP117: Experiential Marketing Boom - Make Your Events More ImpactfulExperiential events are booming, and Liz Holden joins Tessa Burg to explain why.
In this episode, Liz shares how AI and emerging technologies are revolutionizing how brands engage with audiences in physical spaces. From personalized event experiences to interactive tech like AR, VR and voice-enabled AI, the future of events is more dynamic than ever.
You’ll also hear about the lasting impact of the pandemic on events, the rising demand for in-person connection and the evolving role of data in measuring success.
Don’t miss this conversation about marketing, events and where the in...
2025-03-1925 min
Leader GenerationEP116: Future Of Performance Marketing: Data, AI & PersonalizationIs your performance marketing strategy keeping up with the rapid changes in data, AI and media attribution?
In this episode of Leader Generation, Tessa Burg talks with Jeremy Haft, Chief Revenue Officer at Digital Remedy, about how brands can navigate these shifts to drive real business results.
Jeremy shares insights on how marketers can connect the dots between upper-funnel awareness channels and performance-driven outcomes, proving the value of every marketing dollar spent.
He also dives into the role of AI in creative personalization, the deprecation of third-party cookies, and how brands can future-proof th...
2025-03-1233 min
Leader GenerationEP115: How AI Is Powering The Next Era Of Retail MarketingRetail marketing is changing fast, and AI is at the center of it all. John Gomez, CEO of RPM Labs, breaks down how AI-driven retail media is transforming the in-store shopping experience.
John shares insights from his journey in the retail industry to pioneering AI-powered intent engines that make in-store media more relevant and effective. He reveals why traditional retail media has struggled, how AI is solving the biggest challenges and what the future holds for digital wallets and customer engagement.
Tune in for a candid conversation on where retail media is headed next, along wi...
2025-03-0441 min
Leader GenerationEP114: AI Playground - DeepSeekIn this AI Playground episode of Leader Generation, the Mod Op team explores DeepSeek, a new open-source AI model making waves in the industry.
Tessa Burg, Aaron Grando, Patty Parobek, and Sasha Dookhoo break down what makes DeepSeek different, how it stacks up against other AI models like ChatGPT, and why businesses must be cautious before jumping in.
You’ll hear firsthand insights on DeepSeek’s potential advantages—including improved reasoning and cost efficiency—as well as serious security and privacy concerns. Should marketers and business leaders start using it? What risks come with its data stor...
2025-02-2519 min
Leader GenerationEP113: The Future Of Digital Media: AI, Transparency & Smarter MarketingTessa Burg welcomes Tal Jacobson, CEO of Perion, for a conversation about the fast-moving world of digital media.
Tal shares insights from his nearly 30-year career in digital marketing. With a deep understanding of both technology and media, Tal explains why marketers need to shift their focus from channels and formats to audience behavior—and how AI can help cut waste and drive real results.
Tal explains how to navigate a complex media landscape, optimize ad spend without relying on outdated methods like cookies, and gain real clarity on what’s working. He also breaks down...
2025-02-1828 min
Leader GenerationEP112: Leading Through Change: The Human Side Of Marketing LeadershipNavigating change in today’s fast-moving marketing landscape isn’t easy—especially with the constant pressure to adopt new technologies, evolve strategies and meet ambitious goals.
In this episode of Leader Generation, host Tessa Burg talks with Anna Jankowska, Author and EVP of Adlook and RTB House, to discuss how leaders can bring their teams along through transformation while maintaining clarity, confidence and connection.
Anna shares her expertise on building strong, trusting relationships in business, reducing noise in decision-making and creating an environment where people feel safe to grow and innovate. She also offers insights into ma...
2025-02-1232 min
Leader GenerationEP111 AI Playground: Microsoft CopilotIn this episode of Leader Generation, host Patty Parobek is joined by Technical Project Managers, Ian Pescod and Jose Franceschi, who share their hands-on experience testing Microsoft Copilot in Mod Op’s AI Playground.
Ian and Jose discuss how Microsoft Copilot has helped streamline their workflows, from automatic note-taking in meetings to document formatting and email assistance. They agree that this tool is for anyone who has ever struggled with staying present in meetings while jotting down key takeaways, or looking for ways to boost efficiency in Microsoft apps like Word, Excel and Outlook.
Ian and...
2025-02-0512 min
Leader GenerationEP110 AI Playground: CursorBefore introducing Aaron Grando to review the AI-powered coding assistant Cursor, Tessa Burg explores the key trends shaping the future of AI in 2025.
From the explosion of new technologies to the rise of real-time personalization, Tessa lays out a roadmap for how businesses can strategically adopt AI. She also highlights the shift towards smaller, more senior teams and how collaboration will become critical for maximizing AI's potential.
Aaron Grando, VP of Creative Innovation at Mod Op, shares his hands-on experience with Cursor. Aaron explains how this powerful app streamlines workflows, enhances context, and even integrates...
2025-01-2912 min
Leader GenerationEP109: AI, Data & Marketing: How To Manage RisksIn this episode of Leader Generation, Tessa Burg welcomes Kevin Purvis, managing partner at Cothrom Risk and Insurance Services, to discuss the growing risks marketers face in today’s fast-evolving digital landscape.
From data privacy laws like CCPA and GDPR to the increasing use of AI tools in marketing, Kevin sheds light on the vulnerabilities these innovations bring and how marketers can address them proactively.
Listeners will gain valuable insights into safeguarding their marketing strategies, building cross-departmental collaboration, and using insurance as a safety net for emerging risks.
Leader Generation is hosted by Tess...
2025-01-2120 min
Leader GenerationEP108 AI Playground: Microsoft Copilot & Google NotebookLMMod Op’s AI Playground makes exploring emerging AI technologies safe and effective. It gives people quick access to cutting-edge technology while making sure everything stays secure, compliant, and ethical. By testing real-world use cases and tracking results, the AI Playground turns ideas into solutions that bring real value to clients.
In this episode, Alyssa Curci and Jonathan Murray focus on practical ways businesses can use AI to improve workflows, manage data, and empower teams. They share their firsthand experiences with Microsoft Copilot and Google NotebookLM, highlighting how these applications can save time and enhance productivity.
...
2025-01-0711 min
Leader GenerationEP107: Audio Advertising’s Big Leap in 2025Paul Kelly, CEO of A Million Ads (AMA), joins us to explore the rapidly evolving world of personalized audio advertising.
Paul shares how AI is revolutionizing audio marketing, turning what was once a branding channel into a performance-driven powerhouse. He also talks about AMA’s Studio.AI tool that allows marketers to deliver hyper-personalized, dynamic audio ads at scale.
Hear why podcasting, streaming audio and even audiobooks are becoming critical components of a media mix. Plus, discover how AI-driven tools can unlock new opportunities to reach diverse, fragmented audiences with messages tailored to location, time and...
2024-12-3124 min
Leader GenerationEP106: The Creative Sidekick - How AI Agents Are Changing The Game For MarketersIn this episode, Cheryl Boehm and Tessa Burg discuss the potential of AI agents in marketing.
Tessa Burg explains the concept of AI agents and how they differ from GPTs. They talk about how these tools go beyond traditional apps, automating complex tasks, providing predictive insights and enabling marketers to focus on strategic problem-solving.
Tessa shares real-world examples from Mod Op's AI journey, starting in 2016, and how their new Mod Engine platform is creating a connected ecosystem for innovation. Listeners will learn how AI agents are reshaping roles, fostering creativity, and providing scalable solutions for ma...
2024-12-1729 min
Leader GenerationEP105: Part 2 - Adopting AI Safely & StrategicallyBuilding on part one of the Responsible Use series, Tessa Burg and Patty Parobek explore how organizations can assess AI tools, minimize risks and scale AI-driven innovations effectively.
They share a framework—covering everything from understanding data privacy and compliance to evaluating ROI—designed to empower businesses to adopt AI responsibly while driving measurable value. Listeners will also hear about the "AI Playground," a fast-track approach to testing AI tools.
This episode is packed with actionable insights and real-world examples to help you confidently navigate the world of AI.
Leader Generation is hosted by Tes...
2024-12-1026 min
Leader GenerationEP104: Adopting AI Safely & Strategically - Part 1In part one of a two-part series, Tessa Burg focuses on a critical topic for businesses today: the responsible use of AI. With ChatGPT and other AI tools rapidly reshaping marketing and business, this episode offers a thoughtful exploration of why every organization needs a Responsible Use Policy.
Tessa outlines practical steps for creating frameworks that safeguard data, inspire confidence in AI experimentation and scale innovation. Listeners will learn how to address the tension between early adopters and skeptics, assess the impact of AI tools on marketing processes and implement policies that protect clients and brands.
...
2024-12-0425 min
Leader GenerationEP103: 100+ Episodes: Reflections & Future DirectionsIn this episode of Leader Generation, Tessa Burg and Cheryl Boehm take listeners on a journey through the podcast’s past, present and future.
Reflecting on its beginnings in 2019, they share how the series evolved from a biweekly exploration of rapid testing to its current role as a hub for insights, innovation and client-driven learning. Cheryl recounts how the podcast has grown beyond its initial vision, now touching on cutting-edge topics like artificial intelligence and its transformative impact on businesses.
The episode also introduces the exciting launch of the AI Playground, a new initiative designed to...
2024-11-2723 min
Leader GenerationEP102: Building An Agentic Workforce: AI's Role In Modern MarketingHow can AI improve your team’s productivity and creativity? In this episode of the Leader Generation podcast, host Tessa Burg welcomes Colleen Malloy, CMO of Brunswick Companies.
Together, they explore how AI agents are reshaping the future of marketing and empowering teams to work smarter. Colleen shares her journey of building an agentic workforce, where AI agents streamline tasks, boost productivity and unlock new levels of creativity.
Listeners will gain practical ways to introduce AI into their organization, overcome fears of new technology and maximize AI's potential in marketing. It’s perfect for leaders ready...
2024-11-2024 min
Leader GenerationEP101: Guardrails For Growth: Responsible AI In Business & MarketingResponsible AI use isn’t just an option—it’s a necessity. In this episode of Leader Generation, Monica Richter, Mod Op’s strategic advisor and former Chief Data Officer, talks about how a strong AI policy helps protect brands, builds client trust and encourages innovation.
Monica uses real-world insights to explain why responsible AI matters, how to define ethical standards for your organization and the steps every leader should take to ensure AI is used wisely.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. For an executive guide to growth a...
2024-11-1225 min
Leader GenerationEP100: Driving AI Transformation In Marketing In 2025Curious about how AI will shape the future of marketing? In this milestone 100th episode of the Leader Generation podcast, Eric Bertrand and Tessa Burg take a look at what’s next for AI-driven marketing.
Eric shares his vision for harnessing AI to boost efficiency, elevate creativity and deliver real value to clients. From streamlining repetitive tasks to using data for smarter decision-making, Eric talks about how marketers can adapt to rapidly changing technology.
Whether you're considering AI adoption or already working on it, Eric shares ideas on how to maximize ROI and add AI in...
2024-11-0630 min
Leader GenerationEP99: CMO Insights: Brand Power In An Automated WorldWhat does it take for a brand to stand out in a world dominated by automation and AI? Tessa Burg finds out from Jeni Gardner, a seasoned marketing and media executive.
With over 30 years of experience working with major global brands, Jeni shares how established companies can leverage their legacy strengths while adopting the agility of challenger brands. She explains why, even in a data-driven age, creativity and authenticity remain essential for building strong, lasting connections with customers. Jeni also discusses how brands can harness new technologies to elevate the customer experience, streamline operations and stay relevant...
2024-10-2928 min
Leader GenerationEP98: The Mindset Era: Building Authentic Connections In Digital MarketingWhat if the key to future-proofing your digital marketing strategy lies in human connection?
In this episode, Phil Schraeder, CEO of GumGum, talks about a contextual-first approach to marketing. He shares how this AI-powered strategy allows brands to connect with consumers by focusing on their real-time experiences rather than relying on personal data.
Phil explains how understanding a consumer's environment helps brands deliver ads that resonate more authentically. He introduces the idea of the "mindset era," where technology helps marketers match the right message with the right moment, driving stronger engagement.
Listeners will...
2024-10-2240 min
Leader GenerationEP97: Creating AI Policies That Promote Innovation & TrustHow can businesses use AI while maintaining trust?
In this episode of Leader Generation, Tessa Burg and Patty Parobek talk about developing AI policies that strike a balance between innovation and responsibility. They discuss how companies can move beyond inconsistent AI adoption and fully integrate AI solutions to enhance efficiency, creativity and growth. Patty also explains how setting clear policies and governance can actually accelerate AI adoption rather than hold it back.
This episode offers practical steps for marketers working through AI challenges to help them build policies that promote responsibility, inspire trust and encourage in...
2024-10-1627 min
Leader GenerationEP96: Blending AI & Human Expertise For Better Content CreationHow can businesses use the power of AI while keeping their human expertise front and center? In this episode of Leader Generation, Tessa Burg chats with Shaheen Samavati to explore how AI is changing global content creation.
Shaheen shares her experiences with integrating AI tools—like ChatGPT and custom GPTs—into workflows without sacrificing creativity or cultural relevance. Whether you’re curious about using AI to enhance your content or balancing automation and human touch, this episode is for you.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. For an execu...
2024-10-0725 min
Leader GenerationEP95: From Burnout To Breakthrough: Improving Business Processes With AIHow can your business take advantage of AI through operational change? In this episode, Tessa Burg talks with Alane Boyd, co-founder of Workday Ninja, to explore this topic.
Alane shares why COOs and CTOs are often at the forefront of AI adoption and how marketers can tap into those efforts to improve efficiency and scale their results. They also discuss practical steps for overcoming common challenges in AI integration, from reducing burnout to boosting employee retention.
Curious about how to make AI work for your team and improve processes? This conversation offers realistic takeaways and re...
2024-10-0127 min
Leader GenerationEP94: Tackling AI Adoption: Practical Strategies For Upskilling TeamsIn this episode, Tessa Burg talks with Stefan Tornquist about how AI is changing knowledge work and the future of skill development.
Discover how AI is reshaping marketing by automating routine tasks, freeing up professionals for more strategic, creative work. Stefan shares insights from Econsultancy’s research on AI’s growing role in professional services, drawing comparisons between today's AI disruption and the early days of the internet. They also discuss how emotional intelligence and targeted training can help teams embrace AI, adapt and thrive.
Tune in for ideas on how you can boost your team...
2024-09-2433 min
Leader GenerationEP93: Leadership Tips For A Multigenerational WorkforceEver wondered how to get Baby Boomers, Gen Xers, Millennials and Gen Z to collaborate effectively? In the latest episode of Leader Generation, Tessa Burg chats with Kathryn Landis about the unique challenges and opportunities of multiple generations working side by side.
Kathryn explains how understanding and empathy can help bridge generational gaps, creating a more inclusive and productive workplace. She shares practical tips for marketing and business leaders on adapting their management styles to create a workplace culture that accommodates diverse working styles and enhances communication across all age groups.
For those in leadership...
2024-09-0930 min
Leader GenerationEP92: A New Era Of Marketing: AI & Change Management For GrowthIn this episode, Tessa Burg talks with long-time friend and AI transformation expert Patty Parobek about the intersection of AI and marketing.
Patty draws from her rich marketing strategy and change management background to explore the critical role of aligning AI initiatives with a solid organizational vision. She highlights the power of collaboration, adaptability and positivity in driving successful change and shares valuable insights on the future of AI in marketing. Patty also emphasizes the importance of personalized training and thoughtful implementation to harness AI's potential.
The episode wraps up with a powerful call to ac...
2024-08-2028 min
Leader GenerationEP91: Rethinking Marketing Strategy In An AI-Powered WorldDiscover how AI can transform your marketing strategies. Liza Adams, one of Pavilion's 50 CMOs to Watch in 2024, joins Tessa Burg to share how AI enhances strategic value and deepens market insights.
They highlight the shift from broad to targeted marketing strategies, emphasizing the importance of data quality and ethical AI usage. Liza stresses the need for quality data and education to use AI effectively.
Listen now to hear how to harness AI for personalized, human-centric campaigns that build trust and drive sustainable profitability.
Use coupon code ModOp100 to register for MAICON 2024 and hear Li...
2024-08-0633 min
Leader GenerationEP90: Reshaping Industries With AI & MLTessa Burg welcomes Alani Kuye back to discuss more detail about artificial intelligence (AI) and machine learning (ML). In this conversation, Tessa and Alani discuss how AI and ML reshape industries and the dramatic shift from Web3 to AI funding.
Discover the importance of foundational business practices and learn about the critical role of big data, neural networks and human expertise in guiding AI development. Understand the significance of collaboration, user experience and simplification in successfully scaling technology.
Get an expert take on the future of agencies and the impact of AI on v...
2024-07-2334 min
Leader GenerationEP89: Web3, AI & ML: The Strategic Value Of TechnologyJoin Tessa Burg as she talks with technology investor and advisor Alani Kuye.
On this episode of the Leader Generation Podcast, Tessa and Alani explore the strategic significance of the current technology wave. They focus on the evolution from Web2 to Web3 and the importance of decentralized infrastructure.
Alani emphasizes the importance of bridging old and new technologies for a seamless transition in the tech industry. They also discuss the critical role of data privacy, the hype around AI and ML, and the need for quality over quantity in innovation.
Alani ends by off...
2024-07-0937 min
Leader GenerationEP88: Opportunity Creation: Building A Strategic AdvantageJoin us for this episode of Leader Generation, where Tessa Burg talks with Simon Severino, CEO of Strategy Sprints. With over 20 years of experience, Simon has perfected the art of go-to-market strategies, primarily catering to Fortune 500 companies.
In this conversation, Simon shares insightful strategies for creating a culture of opportunity within organizations, stressing the importance of being buyer-centric in today's fast-paced market. Simon also discusses the integration of AI and machine learning tools to streamline processes and enhance decision-making.
Whether you want to revamp your sales approach or transform your company culture, this episode offers...
2024-06-2539 min
Leader GenerationEP87 Part 2: Is Performance Max Ready For Lead Generation Companies?In this episode of Leader Generation, Tessa Burg, and Matz Lukmani continue their conversation about Google Performance Max and its benefits for marketers.
Matz assures listeners that Performance Max isn't just for businesses with short sales cycles; it's also adaptable for longer cycles. He emphasizes the need to map out the entire lead-to-conversion journey for effective tracking.
Throughout the discussion, Matz shares practical tips for boosting lead conversion rates. But it's not all technical talk. Tessa and Matz also explore strategies for campaign optimization, including ways to prevent ad fatigue and protect brand reputation.
2024-06-1118 min
Leader GenerationEP86: Part 1: Is Performance Max Ready For Lead Generation Companies?Join us this week as we welcome back Matz Lukmani to discuss optimizing your ad campaigns with Google’s extensive media inventory for improved lead quality and conversion rates.
Matz, a product lead for Google Performance Max, shares compelling success stories from companies who’ve seen notable enhancements in lead qualification and ROI after upgrading their campaigns. He stresses the need for robust measurement and patience to fully leverage PMax.
Tune in to learn how to refine your lead generation tactics and achieve remarkable results with Google Performance Max. Plus, don’t miss your chance to get...
2024-05-2027 min
Leader GenerationEP85: Channeling Anxiety For Creative Genius with Reddit’s Brand AmbassadorWill Cady, Reddit’s Global Brand Ambassador, joins us to discuss the relationship between anxiety and creativity.
He shares practical advice on transforming anxious feelings into creative fuel and highlights the importance of managing emotions to enhance creativity. We also explore how artificial intelligence is changing the creative workforce and why Will believes AI is best used to complement, not replace, human creativity.
Tune in to learn how to turn your deepest anxieties into artistic expression and navigate the evolving world of creative professions.
Leader Generation is hosted by Tessa Burg and brought to...
2024-05-0832 min
Leader GenerationEP84: From Cable To Creators: Today's Media Landscape With Evan ShapiroEvan Shapiro shares how big tech companies are redrawing the boundaries of the media sector. This episode covers today's seismic shifts, from the rise and impact of tech giants to the strategic use of data in marketing.
The episode explores how brands must adjust to changing consumer behaviors, highlighting the essential shift from reach to meaningful engagement. They discuss using first-party data and machine learning to craft personalized messages that hit home. Plus, insist on measuring marketing success through actual sales, not just exposure.
With a wealth of knowledge on impact over impressions and investing in...
2024-04-2439 min
Leader GenerationEP83: Strategies For Marketers: Navigating the Cookie-Less FutureDiscover key strategies for navigating the post-cookie marketing landscape on this episode of the Leader Generation podcast.
Host Tessa Burg and veteran strategist Shannon Sullivan discuss the implications of cookie deprecation. With over two decades of expertise, Shannon clarifies the shift towards first-party data and how marketers can turn these changes into opportunities for deeper customer engagement.
This episode is perfect for professionals looking to refine their digital marketing tactics with actionable advice for today’s privacy-centric online world.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op.
2024-04-1128 min
Leader GenerationEP82: Shifting To An Automation-First Mindset In MarketingGet ready for some real talk about marketing in the age of automation. Mark Simon joins Tessa Burg on our latest episode of the Leader Generation podcast.
They get into why strong leadership and a straightforward plan matter more than ever in digital transformation. They break down how clear communication and getting everyone on the same page are key to making automation work for your business.
In this episode, you’ll hear why it’s smart to get your data house in order before bringing AI into the mix and why running fast into automation with...
2024-03-2732 min
Leader GenerationEP81: Future Of Branding: AI, Machine Learning and Human TouchStep into the future of branding with Steve Red and Tessa Burg. They unravel how your company can forge deeper connections with your audience through authentic storytelling. Discover the secrets to transforming data points into compelling stories that do more than sell—they create authentic brand experiences.
Creativity and analytics come together as we discuss how to harness AI and ML not just to streamline operations but to infuse marketing with insights that drive growth and resonate on a human level. Learn how to make data your ally in the creative process, and shape campaigns that sp...
2024-03-1230 min
Leader GenerationEP80: Real-Life Lessons In Digital TransformationIn this episode, Len Gilbert and Tessa Burg discuss the human side of digital transformation. They highlight the importance of using technology to improve customer experience.
Len opens up with a personal story about his father's recent health emergency and how it shed light on the positive impact of technology in healthcare. He introduces us to the 'hospital at home' program, which not only helped his father recover faster but also illustrates the potential of tech-driven care. This story isn't just interesting; it offers a practical guide for any industry looking to succeed with digital transformation.
2024-02-2127 min
Leader GenerationEP79: SEO & AI: Evolution Or Extinction?Gareth Cunningham joins Tessa Burg on the Leader Generation podcast to challenge the notion that SEO is dead due to AI advancements.
Gareth, a search expert, argues that the integration of AI into SEO is not entirely new. Google already uses AI and machine learning to optimize search results, detect spam and match content with search intent. He views AI as an enhancement to SEO rather than its replacement.
Here are a few topics Gareth and Tessa cover in this episode:
Impact of Generative AI on SEO
Evolution of search strategies
Shifts in SEO...
2024-02-0723 min
Leader GenerationEP78: AI In Marketing: Navigating Legal & ComplianceGrab your earbuds and settle in for a conversation with Sharon Toerek, an expert in intellectual property and marketing law. She talks about legal and compliance issues with emerging technologies, with a special focus on generative AI.
Host Tessa Burg joins Sharon to discuss how AI is reshaping the services agencies can offer. Together, they explore how to set up the right policies, use AI responsibly, and have transparent conversations with clients to manage risks.
While legal topics might not usually grab your attention, Sharon makes them interesting while delivering important information for anyone in...
2024-01-2333 min
Leader GenerationEP77: Feature: Executive Insights On AI’s Impact On MarketingIntegrating generative AI into marketing workflows is a move only a select few forward-thinking leaders are making. We’re excited to collaborate with the Test. Learn. Grow. podcast to feature discussions with two such trailblazers—Tessa Burg, host of Leader Generation and CTO at Mod Op, and Patrick Patterson, CEO at Level.
These leaders are at the forefront, not just employing generative AI but also setting the standard for its application. They join the podcast to share their excitement, expert tips, bold opinions, and the valuable lessons they've learned along the way.
Listen to a conve...
2024-01-1043 min
Leader GenerationEP76: Harnessing AI & Tech For Next-Level MarketingIn this episode, Tessa Burg and Derick Schaefer discuss the rapid evolution of AI in marketing. You’ll get an inside look at the challenges companies face when they blindly adopt AI—emphasizing the need for a solid AI strategy backed by clear business metrics.
The conversation goes deeper, covering organizational culture shifts, the pivotal role of change management, and how employees can become the catalyst for innovation. They also spotlight the importance of establishing a baseline to properly measure AI effectiveness and contribution to growth.
Whether you're a marketing leader, tech enthusiast, or a curi...
2023-12-2723 min
Leader GenerationEP75: AI Governance: Using AI Responsibly In MarketingIn our latest podcast episode, we celebrated a milestone: the first anniversary of Chat GPT's launch. Alon Yamin from Copyleaks joined Tessa Burg to discuss the impact of generative AI on marketing and technology.
We tackled some big issues: the excitement and skepticism around AI, the need for governance, plus the challenges of data security and privacy. We also got into AI accuracy and the risks of "AI hallucination," where AI-generated information may not always be correct. We also chatted about the Biden administration's recent executive order on AI, aiming for a safer future.
AI is...
2023-12-1229 min
Leader GenerationEP74: How Marketers Can Lean Into AIJoin Tessa Burg and Tom Madrilejos as they share their enthusiasm for AI on this episode of the Leader Generation podcast. Tune in for an interesting discussion about the potential of AI and machine learning and their impact on marketing and communications.
Explore the landscape of AI adoption, ranging from novices to experts. Gain insights into the common concerns plaguing colleagues and clients, including plagiarism, data leaks, IP issues, and AI's sustainability in content marketing and SEO.
Uncover key pillars of successful AI integration in marketing: transparency, communication, and risk management. Discover how to drive...
2023-11-2123 min
Leader GenerationEP73: Data-Driven Marketing: Solving Problems With ScienceIn this episode of the Leader Generation podcast, Tessa Burg talks with Lilith Bat-Leah about the pivotal role of data science in marketing and various industries.
They discuss the growing significance of data science and machine learning, emphasizing the importance of data quality, domain expertise, and innovation in data-centric AI applications. Lilith also shares practical advice for embracing change and the belief that AI and ML solutions don’t need to be perfect to provide value in marketing.
Expect valuable insights from Lilith's expertise, including useful guidance for marketers looking to effectively leverage AI and ML...
2023-11-0726 min
Leader GenerationEP72: ChatGPT Strategies & Best Practices In PRWelcome to another exciting episode of Leader Generation. Chris Harihar joins us for a fascinating discussion about AI—especially ChatGPT—and how it's shaking things up in the field of public relations.
Get ready to hear about the various AI applications in public relations, from press release writing to pitch support. Plus, stick around for some insights on data security, the art of experimentation and the potential of AI tools to reshape the PR and communications industry.
We’ll talk all about embracing higher-impact, value-driven endeavors that promise stellar results for clients. So, buckle up for this...
2023-10-2421 min
Leader GenerationEP71: How To Drive Business Growth With An AI CouncilEver wondered how top companies maintain the edge in today's rapidly advancing technological landscape? Enter the AI Council.
In this episode, Tessa Burg emphasizes how having a well-orchestrated AI Council is not just a strategic move, but a game-changer for businesses. By harnessing the power of diverse expertise and aligning it with the innovations in AI and machine learning, companies can unlock unprecedented growth opportunities.
Dive into this podcast to discover how the right structure and focus of an AI Council can become your secret weapon to drive business growth.
Leader Generation is ho...
2023-10-1012 min
Leader GenerationEP70: AI Leadership - How CEOs Steer Digital TransformationIn this episode of Leader Generation, Tessa Burg interviews Jonathan Murray, Mod Op's Chief Strategy Officer. Jonathan shares insights from his extensive background on the role of CEOs in the age of artificial intelligence and digital transformation. Their conversation covers several topics, such as:
CEO's role in technology adoption and business transformation
Embracing AI and machine learning in the business landscape
Leadership in the digital age
Setting clear objectives and accountability in change initiatives
The importance of mission and vision in motivating employees
Don't miss out on this essential discussion for business leaders. Listen now for tips...
2023-10-0328 min
Leader GenerationEP69: Why Expertise Still Matters In The Era Of AIIn this episode, we dive into the evolving landscape of technology. The discussion centers on the value of expertise and the important role marketers continue to play in an age dominated by artificial intelligence and machine learning.
You'll gain insights into the unique qualities that humans bring to the table, setting them apart from the algorithms and data-driven systems. Discover who is poised to thrive in this AI-infused world as we explore the traits and strategies that will help individuals leverage their expertise to effectively stand out.
AI isn't a magical switch that can be f...
2023-09-1238 min
Leader GenerationEP68: The Unique Edge Marketers Have Over ChatGPTAs artificial intelligence shapes a swiftly changing landscape, marketers are grappling with uncertainties about their future roles. However, amidst this evolution, today's marketers offer unique value that AI—like ChatGPT—can't replicate.
Join Tessa Burg for this episode as she highlights the exclusive data that businesses have that sets them apart. Learn how marketers can harness this data to excel through personalization, prediction and pattern identification, gaining a competitive edge that’s uniquely human.
Leader Generation is hosted by Tessa Burg and brought to you by Mod Op. For feedback and marketing questions for future episode...
2023-08-2306 min
Leader GenerationEP67: The Impact Of AI On SEOIn this episode, Tessa Burg from Mod Op explores the future impact of generative AI on SEO and how it could potentially decrease unbranded website traffic. With Google's development of Search Generated Experience (SGE), businesses need to prepare strategies to offset traffic loss from non-branded keywords.
Tessa discusses the importance of building brand and community, creating non-commoditized content and capturing customer behavior data to optimize offerings and increase conversion rates. Stay ahead of the game and find out how to navigate the evolving SEO landscape in this informative discussion.
About Tessa Burg:
Tessa B...
2023-08-0806 min
Leader GenerationEP66: Google Performance Max: Maximizing Ad Performance with Google AIIn this episode, we dive deeper into Google Performance Max with returning guest Matz Lukmani. If you're a marketer who isn't seeing the expected results from Performance Max, we’ll cover some tips to help you turn the tide. We’ll discuss how to continue optimizing and improving performance once your campaign is up and running. Plus, Matz will share new features and enhancements on the horizon—and so much more.
Stay tuned for more exciting episodes where we'll continue to explore the ever-evolving landscape of digital marketing and uncover strategies to generate exceptional results. This episod...
2023-07-2531 min
Leader GenerationEP65: Google Performance Max: Maximizing Ad Performance with Google AIAre you ready to take your ad performance to the next level? In this episode of the Leader Generation podcast, we explore Google Performance Max and how it can supercharge your advertising efforts using the power of artificial intelligence.
Google expert Matz Lukmani will give an overview of this cutting-edge solution that can help you optimize your ad campaigns like never before. If you’re wondering if Google Performance Max is right for you, we’ll discuss how businesses of different sizes and industries can use it to deliver exceptional results tailored to specific needs. Matz will also...
2023-07-1318 min
Leader GenerationEP64: Marketing Leadership: Driving AI Adoption and GrowthGet ready to talk more about the world of AI and machine learning in marketing. We discuss the role marketing leadership plays in championing this technology and driving its adoption. We'll also explore how marketers can embrace AI tools to amplify their skills, unleash their creativity tackle complex problems and align efforts with the overarching business vision. Join us to hear more about how marketing leaders can become the driving force tor igniting change fueling growth.
To dive deeper into the topic of AI, join Tessa at the Marketing AI Conference (MAICON). She’ll be joining the pa...
2023-06-2107 min
Leader GenerationEP63: Web 3 Marketing To Reach Gen ZIn this episode, we delve into the fascinating realm of Web3 marketing. We explore the immense potential that Web3 holds for marketers while addressing the skepticism surrounding it.
Web3 goes beyond technology; it’s become a cultural representation and a powerful tool for connecting with Gen Z. We examine how Gen Z actively embraces and utilizes Web3, and discuss strategies for effectively engaging them through this platform.
Join us as we uncover the latest trends in Web3 marketing and share compelling examples of successful brand adoptions. Get ready to explore the intersection of technology, culture and...
2023-06-0630 min
Leader GenerationDriving Account Based Marketing with Amazon Web ServicesIn this episode, we engage in a thought-provoking discussion with Jillian Gartner, a marketing leader at Amazon Web Services (AWS).
Join us as we explore the transformative impact of technology on account-based marketing (ABM) and dive into the purpose-built tools offered by AWS that are reshaping the landscape.
Gain a deeper understanding of the benefits that AWS brings to ABM strategies and discover the wealth of resources available to help you harness its full potential. Also hear how various industries are embracing technology while continuing to leverage human expertise.
This episode of the...
2023-05-2416 min
Leader GenerationEP61: How AI Is Impacting Marketers & AgenciesArtificial Intelligence (AI) is revolutionizing the way we approach marketing. In this episode, Tessa Burg explores the impact of this technology on marketers and provides insights on how to adapt to this new landscape.
As businesses increasingly turn to AI to optimize their operations, marketers must learn to leverage this technology to stay ahead of the curve. In this episode, Tessa Burg shares practical tips on how leaders can use AI to manage and operate marketing agencies as well as how to balance its use with human creativity.
To dive deeper into the t...
2023-05-0907 min
Leader GenerationEP60: Gen Z Marketing: Start Now To Win Loyalty Of The Next Big BuyersJoin us as we explore Gen Z marketing with Elizabeth Carter, the President and Chief Operations Officer of the healthy, high-protein snack brand Chomps. We dive into many interesting topics related to Gen Z marketing, including:
Getting to know Gen Z consumers
Understanding what’s important to them
Connecting with Gen Z consumers
Building a Gen Z audience
Breaking through a crowded messaging landscape
Storytelling and content development for Gen Z c
Validating what messaging is right
Creating great experiences throughout the buyer journey
Competing against iconic brands
If you want to capture Gen Z's loyalty and su...
2023-04-2625 min
Leader GenerationEP59: Unlock the Marketing Power of The MetaverseOn this episode of the Leader Generation podcast, we explore the metaverse and its potential as a marketing platform.
Our guest, Limore Shur, shares valuable insights on creating customer-centric brand experiences and highlights examples of successful brands in this space. We discuss the latest trends and opportunities for brands in the metaverse, as well as the costs associated with creating high-quality experiences. Additionally, we examine the role of influencer brands and experience creators in shaping the future of marketing in this virtual world.
Tune in to learn how your brand can unlock the marketing power of...
2023-04-1132 min
Leader GenerationEP58: Building Brand Communities & Measuring Brand Engagement On DiscordOn this episode of Leader Generation, host Tessa Burg and co-host Mat Segal are joined by Lauren Rothwell, the Co-Founder, and CEO of Blaze—a web3 customer engagement platform.
The three of them discuss how Discord, a popular communication platform originally designed for gamers, can be leveraged by B2C and B2B marketers to build brand communities and engagement.
Whether you're new to Discord or already using it for your brand, this episode offers valuable insights and actionable advice for marketers looking to build strong online communities.
About Lauren Rothwell:
2023-03-2134 minLeader GenerationEP57: Unscripted Bonus Episode On AI & Machine LearningWelcome to this bonus episode of the Leader Generation podcast. We’re bringing you an unfiltered conversation about one of the most high-trending topics in marketing today—AI and machine learning. Sometimes, the most interesting conversations happen before or after a planned podcast interview. This is one of them.
We had the pleasure of talking with Lauren Rothwell, Co-Founder and CEO of Blaze, to discuss the impact of AI and machine learning on the marketing landscape. From data collection and analysis to natural language processing and image generation, these technologies are transforming the way we approach marketing.
...
2023-03-0712 min
Leader GenerationEP56: Maximizing The Value Of Your Website For Your CPG BrandIn this episode, we explore how a strong online presence for CPG brands is more important than ever. Lucie Repshire and Jenn Day join us from Colgate-Palmolive, Europe for an in-depth discussion on topics, including:
Shifts in the CPG buying process and the impact on digital and e-commerce
The evolution of online search
How to distinguish between short- and long-term consumer behavior trends
Changes in go-to-market strategies
The evolution of marketing data use
How content creation can improve the consumer experience online
Consumer search intent and how it shapes content strategies
As consumer behaviors continue to evolve, it’s...
2023-02-2133 min
Leader GenerationEP55: Web3 for Marketers - Navigating the Future of Decentralized TechnologyIn this episode, Justin Vogel and Tessa Burg provide a comprehensive overview of Web3 technology and its impact on the marketing industry.
They start by defining Web3 and explaining the difference between Web2 and Web3. They then delve into how marketers can use Web3 to connect with more customers and create new experiences for them. You’ll also hear tips for getting started with Web3. This includes how to use low-visibility experiences to test the technology.
Justin and Tessa also cover topics such as marketing attribution for Web3, the data that can be gathered with thi...
2023-02-0730 min
Leader GenerationEP54: Unleashing the Power of AI in Creative MarketingIn this episode, we explore the ways in which artificial intelligence is revolutionizing the creative side of marketing. From AI-generated content to automated creative optimization, we delve into the latest technologies and strategies for harnessing AI's power to enhance your creative campaigns' effectiveness. Join us as we speak with industry expert Michael Francello, and discover how you can leverage AI to take your marketing to the next level.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op, and co-hosted by Ray Singer, Executive Vice President of Technology at...
2023-01-2434 min
Leader GenerationEP53: How Brands Can Engage With Customers On DiscordDiscord offers an excellent opportunity for companies to build a strong community of followers. How can brands engage with their customers on this social platform?
Digital Producer Mat Segal and Product Strategist Tom Madrilejos from Mod Op share some tips on how brands can maximize the potential of Discord. Listen to this episode to hear about the following topics and more:
What is Discord
How do people use it
What drives Discord’s popularity
Community management on Discord
How brands can add value on the platform
Identifying and engaging “super users”
The role of Discord among niche s...
2023-01-1030 min
Leader GenerationEP52: Refreshing Your Customer Retention Program In 2023Customer retention is a critical component of any business. If you lose too many customers, you won’t be able to survive. This can be caused by various factors, including poor service, flawed product design, and unyielding customer demands.
If you want to ensure customer retention in the future, it’s important to have a customer retention strategy in place. This plan should include clear goals, targets, and measurable metrics to track progress. Hear three tips in less than six minutes to help you improve customer retention rates in 2023 and beyond.
This episode of the Lead...
2022-12-2005 min
Leader GenerationEP51: Riding The Marketing Roller Coaster Into 2023All the ups and downs have made the last few years a wild ride for marketers. What impact do these challenges have on brands? And what’s next for 2023?
Lisa Colantuono joins Tessa Burg on the Leader Generation podcast. During their conversation, they hit on a wide spectrum of topics, including:
What’s keeping CMOs up at night
Agency/client relationships
Brand vs. Demand
Personalization
Where to spend marketing budget in 2023
And more
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Lisa Cola...
2022-12-0642 min
Leader GenerationEP50: Employer Branding & Its Role In RecruitmentEmployer branding is essential in today’s competitive job market. It not only creates a positive impression of your organization but also helps attract top talent. On this episode of Leader Generation, experienced brand marketing professional Whitney Cornuke answers questions such as:
How important is employer branding in recruiting?
What are the benefits of employer branding?
How does it differ from other forms of marketing?
Employers who invest time and resources into their employer brand will likely see higher levels of employee retention and productivity. Listen now to hear ideas and get inspired.
This episode of t...
2022-11-2225 min
Leader GenerationEP49: Part 2: Shift To The Future With Machine LearningMatz Lukmani, Product Lead at Google, joins us once again on the Leader Generation podcast. In Part 2, Matz focuses on Performance Max a new goal-based campaign type that allows marketers to access all of their Google Ads inventory from a single campaign. Powered by machine learning, Performance Max helps marketers drive performance based on specified conversion goals. In Part 1, he answered common questions from marketers about Google Analytics 4. Tune in to hear how these tools can help marketers improve overall measurement, strategy, and performance.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Tec...
2022-11-0822 min
Leader GenerationEP48: Shift To The Future With Machine LearningMeasure Better With Google Analytics 4 & Perform Better With Google Performance Max
On July 1, 2023, Google Universal Analytics (UA) will stop processing new website data. That’s due to the introduction of Google Analytics 4 (GA4), a next-generation analytics tool powered by machine learning.
What do marketers need to know about GA4? How does it track data differently? What role does it play in the martech stack? What is Google Performance Max? What’s common between Google Analytics 4 and Performance Max?
Matz Lukmani, Product Lead at Google, answers questions about GA4 and Performance Max. He also shares how these...
2022-10-2517 min
Leader GenerationEP47: 5 Misconceptions About Google Analytics 4 (GA4)In July of 2023, GA4 will replace Universal Analytics. The shift to has left marketers with more questions than answers. Plus, plenty of misconceptions.
In under six minutes, Tessa Burg quickly hits on five common myths about GA4. She then delivers the truths as well as some tips on how to make the most of the new GA4 platform.
About Tessa Burg:
Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op, a full-service marketing communications agency focused on using the right methods to help clients ca...
2022-10-1106 min
Leader GenerationEP46: The Death Of MQLs: How To Measure Marketing Performance
Most of today’s marketing performance is measured by MQLs. A marketing-qualified lead is a prospect that the marketing team determines is worthy of being passed along to the sales team.
The challenge? Salespeople in the B2B space typically look for best-fit accounts versus individual prospects. Therefore, marketing and sales aren’t on the same page.
Jon Miller, Chief Marketing Officer at Demandbase, discusses marketing and sales alignment. Using data to access purchase intent. Switching to MQAs (marketing qualified accounts) as a performance metric, and so much more.
Listen...
2022-09-2130 min
Leader GenerationEP45: The Future Of Data For B2B Marketers
Data drives B2B marketing. But many marketers question how upcoming changes will shape the future of digital marketing.
What’s happening with cookies? How will the migration to Google Analytics 4 (GA4) impact marketing? Is there new legislation around customer data?
Tim Hayden, CEO of Brain+Trust, talks about data unification. He also discusses trends in data strategy and what B2B marketers should focus on now and in 2023.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
About Tim Hay...
2022-09-0832 min
Leader GenerationEP44: Marketing Support Businesses Need To Successfully Sell Your Products
As B2B marketers, it’s important to understand what businesses in service and trade industries need from us. What marketing support could help operators, contractors, dealers, brokers and owners better sell our products?
Mark Wilson—Marketing Manager at Fire & Ice Heating and Air Conditioning—shares his insights. He talks about the importance of products with brand equity, support that fuels his company’s marketing efforts, local activations from manufacturers, and more.
About our guest, Mark Wilson:
Mark Wilson is the Marketing Manager at FIRE & ICE Heating and Air Conditioning. He’s a marketin...
2022-08-2327 min
Leader GenerationEP43: Returning To In-Person Sales & Marketing Events
In-person sales and marketing events are a great way to connect with potential customers and build relationships. They also provide a unique opportunity to meet new contacts, network with other professionals and create community.
But what does it take to build a tight-knit community? And how do you drive traffic to in-person events post-pandemic?
Tessa Burg catches up with Cathy McPhillips during MAICON (Marketing AI Conference). Cathy discusses what it’s like to host an in-person event in 2022 as well as lessons she learned along the way.
About Cathy McPhillips:
Ca...
2022-08-0916 min
Leader GenerationEP42: Why Brand Loyalty Is More Important Than Ever
US inflation skyrocketed to a 40-year high. Today’s consumers face price hikes on everything from clothing to groceries—and all the categories in between.
Can well-known brands maintain customer loyalty? Can they prevent buyers from trading down and purchasing products based on price?
Kevin Krekeler and Tessa Burg discuss the importance of brand loyalty and how marketers can cultivate it to build customer retention. Hear all about it on this episode of Lead(er) Generation.
About Kevin Krekeler:
Kevin Krekeler is the Director of Client Engagement at Mod Op. I...
2022-07-2827 min
Leader GenerationEP41: Tips To Execute Account-Based Marketing Strategy
Account-based marketing is one of the most effective ways for B2B companies to reach decision-makers of right-fit accounts.
In our live ABM Panel Discussion, marketing and sales leaders explained why account-based marketing is so beneficial for B2B.
On this episode, we continue the conversation and dive into ABM execution. Katie St. Peter answers questions about resources, technology, tools, marketing channels, measurement, and more.
Follow along for tips on how to kickstart your ABM strategy.
About Katie St. Peter:
Katie St. Peter is a marketing professional w...
2022-07-1223 min
Leader GenerationEP40: How To Bridge The Gap Between Sales and Marketing
Marketing and sales are both important parts of any business. However, if they don't work together, then there is no way to succeed. How do you show the value of marketing to sales, especially in B2B industries like manufacturing?
Long-time manufacturing marketer, Monica Gasbarre, talks about how to align marketing to organizational sales goals. Plus, how to build strong relationships on a foundation of communication and collaboration so marketing and sales act as one team.
Listen to this episode to learn how to bridge the gap.
About Monica Gas...
2022-06-2329 min
Leader GenerationEP39: Can ABM Strategies Improve Lead Generation?
When it comes to B2B sales and marketing, account-based marketing (ABM) is a hot topic. That’s because a buying group is typically made up of 6-10 people who must collaborate to make final enterprise decisions.
How can you use ABM to target the decision-makers on specific accounts? Can you leverage digital marketing tools for ABM? Does AMB increase the quality or quantity of leads?
In this episode, we interview ABM leader, Ryan Elmiger. He answers common questions, shares his knowledge, and talks about the relationship between ABM and lead generation.
...
2022-06-0736 min
Leader GenerationEP38: Part 3 Independently Owned Restaurants Series
The restaurant industry has been hit the hardest during the pandemic. According to the National Restaurant Association, 110,000+ food and beverage establishments in the U.S. temporarily or permanently closed for business.
How did local restaurants stay afloat? What creative pivots did they embrace? Were the changes temporary or here to stay?
If you’re a marketer or salesperson in the restaurant industry, you need to know how independent operators tick. Listen to this conversation with the co-owner of a local Vietnamese restaurant to better understand the needs and challenges independents face.
2022-05-2622 min
Leader GenerationEP37: Part 2 Independently Owned Restaurants Series
Independent restaurant owners face many challenges that are unique to those of large chains. If you work in sales or marketing for the food service industry, you must understand these differences to successfully communicate with Independents.
The best way to learn? Hear the struggles and needs of restaurant owners first-hand. Listen to industry veteran, Laurie Torres, share the ups and downs of restaurant ownership on this episode of the Lead(er) Generation podcast.
About Laurie Torres:
Laurie Torres is the Owner of Mallorca, a fine-dining experience in Cle...
2022-05-1731 min
Leader GenerationEP36: Part 1 Independently Owned Restaurants Series
Independent restaurants offer unique dining experiences, such as farm-to-table meals or craft cocktails. But they also face unique challenges that are far different than those of large restaurant chains.
Offering solutions to the difficulties that independents face, may mean the difference between a win or loss for both sales and marketers in the food service industry.
What are the biggest challenges of independent restaurant operators? How has the pandemic changed their business? How can suppliers, sales and marketers deliver better support?
Hear the answers to these questions—and more—from J...
2022-05-1033 min
Leader GenerationEP35: The Role Of Market Research In B2B Lead Generation
Market research helps marketers gain insights into consumer behavior, attitudes, opinions, and preferences.
But how important is it in B2B lead generation and marketing communication? Can market research help you develop more effective strategies and campaigns?
Explore this topic with expert market researcher, Lauren Schmidt from the full-service marketing research and consulting company NSRC.
About Lauren Schmidt:
Lauren Schmidt is the Senior Director of Client Services & Strategy at NSRC. She has 20+ years of quantitative research experience with clients in a wide range of industries. Wh...
2022-04-2730 min
Leader GenerationEP34: What Is The Role Of Marketing Technology In Lead Generation?Are you struggling to get leads? Are you looking for ways to improve your sales funnel? If yes, then you should definitely join us to explore the role of marketing technology in lead generation.
Marketing technology has become a crucial part of every company’s strategy. From CRM software and email marketing platforms to analytics and automation tools, technology plays a vital role in improving the efficiency and performance of your marketing campaigns.
Technical demand generation marketer and returning guest, Hana Jacover, joins Tessa Burg on this episode of Lead(er) Generation. She answers questions an...
2022-04-1135 min
Leader GenerationEP33: Is Marketing The New Sales?
Salespeople have long been considered the face of a company. They sell products or services, negotiate deals and close the sale. In recent years, however, companies have begun replacing salespeople with marketers.
Today, marketing is often seen as the primary way to generate leads and increase sales. As a result, companies are investing heavily in marketing departments. And they’re also hiring more marketers than ever before.
How did this trend begin? What are the pros and cons? Is marketing really becoming the new sales? Join us as we explore a top...
2022-03-2223 min
Leader GenerationEP32: Cognitive Marketing: Build More Successful Campaigns Using Science
Episode Description:
Marketing is a science. And now, thanks to advances in cognitive science, marketers can harness the power of human psychology to influence consumer behavior.
What is cognitive marketing? What are its benefits? How does it differ from other types of marketing?
Learn all this and more during an interview with Sandeep Dayal, seasoned marketing and strategy leader. He shares how cognitive science can be applied to branding and marketing. Plus, how we can use cognitive marketing to develop strategies that are more likely to succeed.
A...
2022-03-0920 min
Leader GenerationEP31: Female Marketers: Level Up Your Leadership Skills In 2022
Leadership is a critical skill for anyone working in marketing today. If you don't have strong leadership skills, you won't be able to manage your team effectively. And if you aren't managing your team well, you won't be successful at growing your business.
Female marketers, however, face many unique obstacles when trying to achieve success in their careers. From equal treatment and advocating on their own behalf to building alliances and trusting their own voices.
Despite these challenges, women continue to push forward. Improve your marketing leadership skills by learning from ot...
2022-02-2224 min
Leader GenerationEP30: How To Use Your Personal Brand To Generate Leads
Personal branding is a powerful tool for marketers and salespeople to attract business. The challenge is that it takes time and effort to build a strong digital presence.
Explore how you can identify and create your own authentic digital brand with Madeline Fetterly.
She’ll share tips on how to harness your passion and expertise. Plus, how to leverage your online presence to gain a steady stream of new leads and drive business development.
About Madeline Fetterly:
Madeline Fetterly is a partnership builder, creative storyteller, strategic thinker, and champion for...
2022-02-0929 min
Leader GenerationEP29: How To Personalize Marketing With AI-Generated Language & Content
Content plays an important role in generating, nurturing, and converting leads. However, many marketers struggle with creating messaging that resonates with people and drives results.
Join us as we explore language personalization using artificial intelligence and machine learning solutions. And rest assured, you don’t need to be a data scientist or have vast automation expertise to learn and gain actionable ideas from this episode.
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About Amy Heidersbach:
Amy Heidersbach is Chief Marketing Officer for Persado, where she oversees global marketing efforts. The daughter of an advertising executive, Amy...
2022-01-2539 min
Leader GenerationEP28: AI For Marketers: Practical Uses Across The Customer Journey
Artificial intelligence is here now, and here to stay. Marketers can use AI to automate hundreds of repetitive tasks that occur throughout the customer journey. The challenge: where to start?
This episode is your jumping-off point. You’ll learn the benefits of using AI in your marketing. Plus, how to use AI to generate leads and shorten the sales cycle for better business results.
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About Paul Roetzer:
Paul Roetzer is founder and CEO of PR 20/20 and Marketing AI Institute; author of Marketing Artificial Intelligence (BenBella, 2022), The Marketing Performance Blu...
2022-01-1139 min
Leader GenerationEP27: How To Win At Retail In The Changing CPG LandscapeThe CPG industry is rapidly changing. Retailers are faced with ongoing challenges, from changing shopper behaviors and labor shortages to supply chain disruptions and beyond.
In his conversation with Tessa Burg, guest Will Salcido shares how we can “win” in the evolving CPG landscape by combining data with storytelling. Hear about what data is important to retail buyers, common stories that sell, how to align with retail strategies and more on this episode of Lead(er) Generation.
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About Will Salcido:
Will Salcido is the CEO, Co-Founder and Chairman of B...
2021-12-2239 min
Leader GenerationEP26: How To Use Intent Data To Find In-Market LeadsYour prospects may be looking for a solution to a problem that your company can solve. But they’re not contacting your salespeople for help. They’re searching for answers, reading content and comparing options online.
Mike Farrell joins us to talk about intent data—buying signals that show which prospects are actively looking for potential solutions. Hear how you can use intent data to reach higher-quality leads earlier in the buyer journey. Plus, provide the most relevant content to address their pain points and guide their decision-making process.
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About...
2021-12-0739 min