“I think most outbound prospecting these days is being warmed up in some way, shape or form by marketing and all the content we put out there. And each marketing engagement becomes a signal. It's a clue and it gives us insight on the intent of the prospect. And so I don't know if true cold calling exists in the same way as it did years ago.” — Katrina Wong---------Episode Timestamps:*(2:08) - Katrina’s first job in demand gen*(3:00) - What marketing at Segment looks like*(4:20) - The Trust Tree*(6:50) - What Segment is and who their customers are*(10:00) - Technical vs. functional leaders *(13:08) - How Katrina views Segment’s website*(14:10) - The Playbook & the Most Uncuttable Budget Items *(15:30) - SEM/paid social tricks*(18:00) - Product demos in person vs. over Zoom*(19:15) - What legacy marketing tactic is fading away *(22:50) - Katrina’s favorite campaign over her career*(26:30) - Insights around personalization*(29:30) - Katrina’s most memorable dust-up*(30:44) - What it was like getting acquired by Twilio*(33:08) - Quick Hits SponsorDemand 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. LinksSegment’s blogTwilio’s Signal ConferenceFollow Katrina on TwitterConnect with Katrina on LinkedInFollow Ian on TwitterConnect with Ian on LinkedInwww.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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