Lisa Sharapata | Mindtickle
This week on The Inbound Success Podcast, Mindtickle VP of Marketing, Brand and Demand Lisa Sharapata explains how she built an account-based marketing campaign that resulted in her winning the B2B Innovator Award and the B2B Vanguard Award at the 2021 B2B SMX conference.
Lisa’s approach relies on intent data to identify in-market accounts. She went all in on this after discovering intent data and joined 6Sense to learn more about it. Now, at Mindtickle, she’s a 6Sense customer and is using predictive modeling to identify the best fit, high intent prospects and market to them at scale.
The result? Conversion rates increased from 9 to 40%.
Want to know how she did it? Check out the full episode to hear Lisa’s story.
Resources from this episode:
Connect with Lisa on LinkedIn
Check out the Mindtickle website
Lisa and Kathleen recording this episode
Kathleen (00:03):
Welcome back to the Inbound Success Podcast. I am your host, Kathleen Booth and this week, my guest is Lisa Sharapata, who is the Vice President of Marketing, Brand and Demand at Mindtickle. Welcome to the podcast, Lisa.
Lisa (00:21):
Hey Kathleen. Thanks for having me. It's great to be here.
Kathleen (00:24):
Yeah, this is going to be fun because I know that you gave a talk at B2B SMX about what you're doing with intent data and it was a huge hit. And so we're going to break down what you talked about there, but I also just want to start by giving you a shout out because I happened to notice on LinkedIn that at that event at B2B SMX, you were the winner of two awards, the B2B Vanguard award and the B2B innovator of the year award. So huge shout out to you. Congratulations. And I'm so excited to chat about this.
Lisa (01:06):
Thanks so much. I know. I mean, I was a little shocked to be honest. It's pretty exciting and fun. And especially being an in-person event, which, you know, we all, haven't gotten a chance to go to for a long time. It was like the icing on the cake. So thank you.
Kathleen (01:23):
Yeah. I went to my first in-person event a few weeks ago. It was in Vail, Colorado, and it was a smaller event, which was by design. That was why I picked it as the first one. And they did this little thing that I just thought was so genius and I hope becomes a part of normal life even after the pandemic, hopefully someday ends, which is when we checked in and we were getting name tags. You could choose either a green, yellow, or red dot for your name tag. And green was like, you can hug me. You can, you know, do whatever yellow was. Maybe not a hug, like maybe more of a handshake and red was no physical contact and, and it was awesome for COVID, but I also sort of felt like why hasn't this always been a thing? Cause like, I don't know.
Kathleen (02:08):
I mean, I'm a hugger, but only for people that I know really, really well, you know what I mean? And being able to have a really transparent way of showing that I just thought was super cool, but it also gave you a good reason to look at somebody's name tag. So if you're someone like me who is challenged by remembering names, all of a sudden it wasn't awkward, like where you see someone and you like look at their name tag and then you're like, hi Lisa. You know what I mean? So it was, it was good all around. Anyway, that was my experience. But how, how was being in person for you? How was it?
Lisa (02:40):
No, it was great. And I say they, they didn't have anything like that. I have seen some things where it's like, if you wearing this wristband, it means your vaccinated, but I kind of liked the approach you're talking about better, because it's more about your own personal comfort level with things and less about, oh, I broadcast conversation right around no personal privacy. And if it's anybody's business, if you've been vaccinated or not, and I feel like it's a little bit less controversial, like I can just put my status right out there of how I feel about things what I am comfortable with and you can too, and that way you have some control for your boundaries. Yeah. So, oh, that's a really cool idea.
Kathleen (03:26):
It eliminates potential awkwardness. Cool. Well, all right. Let's, let's just start out here by taking a minute. And if you could share with listeners what your background is, how you got to the role you're in now with Mindtickle.
Lisa (03:45):
Yeah, I'll try to summarize it, but the story does kind of help explain what I'm doing too. So try to keep it keep it real here. So go back probably about five years ago, I was at a company called the Primo and the long story short there was, you know, it was sold from Teredata spun out, bought by private equity, mergers, acquisitions, rebranding, all the fun stuff that I love doing. And you know, a lot of work to get to what I thought was a really great place. And we still weren't seeing the results that we wanted to see. And we've started doing some account based marketing. We were working really closely with the sales team. We had been woven in all of the product messaging, really nicely into our content content strategy brand. And I mean, from the outside, looking in I'm like, this should be perfect.
Lisa (04:49):
You know, we're, we're there. We arrived with our marketing and we were not winning the deals that we wanted to be winning, you know, so we're redoing our journey maps and we're trying to recalculate our MQL scoring systems. And I mean, I've got pictures of us, like with stuff all over the wall, like taped around all four corners of this room in the office and just being in our heads on the wall. And I'm like, this is it. There's gotta be a better way. We did some win-loss analysis. And what we were finding is we were just getting into the deals too late. And by that point, decisions were being made and our competitors were doing a really great job of throwing out some things to debunk, you know, our value proposition and how it was too late. We were, we didn't really have a fighting chance.
Lisa (05:47):
So that's when I found intent data. And we went with 6Sense technology. There's all a lot of providers out there now, especially it's come a long way. But I liked it because it was all built into an account based marketing platform. And again, we had started doing account-based marketing, but it was really hard for us to scale. So we were doing a lot of like one-to-one stuff and that was a heavy lift. So fast forward we put in a bunch of different technologies. So we have the 6Sense. We already had a content hub. We had put in a chat bot and we were kind of having to figure out how all of these things work together. Long story short, this did solve the problem there. We were able to improve our conversion rates from 9% to 40% in a very short amount of time.
Lisa (06:46):
So fast forward, I'm at a conference I'm speaking and there's some folks from 6Sense there. And I ended up going there mostly because I was just so intrigued by how this was going to change the future of marketing. I started working there. So I left Primo, went to 6Sense, took VP of demand gen role there. And it allowed me to really immerse myself into the technologies and start going deep on just cutting edge. How do we tie all of these things together and create a more dynamic scalable set of programs using this? And so kind of fast forward and long story short, I ended up going over to Mindtickle where it was just completely wide open opportunity for me to kind of start from scratch and say, all right, we need to work on the brand.
Lisa (08:02):
We need to work on the messaging. We need to set up an account based marketing strategy. We need to shift over from a lead scoring model to an account, a predictive account based model. And that was super exciting to me. And so what we've done now is we've brought in the 6Sense platform. We're using harshly for our content platform. We've got a chat bot we're using qualified and all of the intent data is talking on all of those platforms to each other. So I can set up a dynamic campaign based on stage or based on keywords. That account is searching for. And, you know, still, there's still all the heavy lifting of creating the right content to the right person at the right time. But once you put those things in place and you set your segments up accordingly and you kind of get all of these different components going, what, what we're doing now is turning on these always on campaigns that are based on again, the stage, the intent and the problem.
Lisa (09:13):
So for example, if someone was searching for ramp time, speed, the ramp, helping my team ramp, ramping faster ramping, getting my sales, new sales reps up feed faster, anything, you know, in that vein, we have a campaign set up a segment built in 6Sense that is pulling in here's all the accounts that fit this criteria that are searching for these things. And then we're building it out by stage. If they're in an early stage, we have content that's just very much about are, are, are you facing these problems? Here are some of the things you should be thinking about some different ways to maybe look at the world, how technology can help. You know, as someone moves down the gown further, they've looked at this content. Now we might have some tips and tricks and some checklists and Hey, maybe sign up for this webinar.
Lisa (10:08):
We can help show you how the technology can help and in a more realistic way. And then even, and then at that point, if they move into what we call a marketing qualified lead a guide or a marketing qualified account, we're not doing lead scoring. It's all based on predictive modeling. So it's how much engagement has an account had with Mindtickle and all of the different channels that we're in all get kind of scored in the background. And they are the leading indicator showing us, this is where the account is when they hit a threshold number, like, okay, now they've moved into a new stage. We want our BDRs to start reaching out. We're going to put them in outreach sequences instead of nurturers, we're going to change the display advertising that we're sending them. We're going to change what we're retargeting and we're going to change the content and the messaging on the landing page.
Lisa (11:09):
We're sending them to, but we're still going to keep marketing to them. And oh, by the way, I don't have to do that all manually. It's happening behind the scenes dynamically because I have it all plugged in this, in this intent data and predictive modeling. That's telling me where the account is. So now I'm able to do so much more at scale. And like the intent signals start, the moment in account starts searching in Google for something I don't have to wait until they've come to our website so I can get in front of them much earlier when they're just starting to do the research. We're there, we're showing up, they're starting to associate like MindTickle can help. And that's basically what my presentation was. It B2B SMS. This is like showing how we did all this and how we built it all out.
Kathleen (12:00):
That's amazing. First of all, I mean, that's an incredible amount of work to get that all stood up. And I know you said you kind of came in and you were starting with a blank slate, which I'm, I'm an early stage marketing leader. I like that stage, but it's not for everyone. Like, because coming in with a blank slate, the benefit is you don't have to clean up anybody else's messes. There's not as much to undo, but there's a lot of work and it's a roll up your sleeves and like get into it kind of a situation. So, so what stage is Mindtickle at and its growth?
Lisa (12:32):
Well, I'll actually, so I probably didn't position this correctly, but Mindtickle is now a series E and when I got here, we were C so it's been a busy year.
Kathleen (12:47):
That was all in one year. You went from CDE. Wow.
Lisa (12:52):
Two $100 million rounds.
Kathleen (12:55):
Holy smokes.
Lisa (12:57):
Yeah. It's been a year. And I will say there was actually a lot of cleanup here, which, you know, for better or worse. Right. I mean, I feel like that's, every situation has a challenge, whether you're building it from the ground up with nothing and, or you've got the systems in place, but they need to be, you know, completely redone or right.
Kathleen (13:21):
I mean, early stage isn't necessarily going to work. Like I always like to caveat that because it's true. Like you can come in after an awesome prior head of marketing and still have cleanup because it's just the nature of like an evolving company.
Lisa (13:37):
Yeah. And it's deceiving too, because I mean, I feel like in the last 18 months, literally modern money is growing on trees and what you would have maybe considered a series E you know, two years ago. I think it's kind of a different landscape than it, than it is right now. So, you know, it's all in context.
Kathleen (14:03):
How big was the marketing department when you joined the company?
Lisa (14:08):
Yeah, I mean, we're pretty big it, I think anyway, I've got now over 30 people, I think we're around 25 on the team. And we're, we've brought in a new CMO and then he's also building out the product marketing side of the house, which we really didn't have much of at all. So gosh, I bet you were close to 40 people now I'd have to look, but it's, there's a lot, but we at that includes all the BDRs. I have the BDR team on my team which I think is really important. I know there's a lot of debate around that. And that also includes like we have a team that's based in India, that's helping us enrich all of the accounts that come in. So we're doing a lot of things in house that other companies might be outsourcing or you know, using technology for, but we've just found it to be more efficient and more effective to keep it in house.
Kathleen (15:10):
Yeah. Well, can you talk a little bit about why you decided to hire a team to enrich rather than just get an off the shelf solution?
Lisa (15:17):
Okay. Well, I'll tell you, we were actually you doing both and very recently we've decided not to renew a couple of our contracts and as, because the accuracy is still important, you know, and you're wasting your BDR, team's time. If they're outreaching to someone who's no longer at a company or doesn't use that phone number or email address anymore, you know, the information is not accurate, then that's just a huge time suck and waste of time. So that's part of it. And then the other thing is we are very specifically focused on certain personas and we're trying to go up market into enterprise. And when you get into enterprise, you know, our database, especially because we used to kind of have a different persona group that we sold to, didn't always have the right contacts to begin with. So you have to know who the contact is for the technology to really work.
Lisa (16:20):
So a lot of times it's even the research to find the right contact within the company and then do the enrichment. So we might use some technology to help us once we found the right contact, but it still is, needs a human to be thinking through. There is seven operations people in this enterprise company, but these three really aren't relevant to us. It's these three that we really want to make sure we're talking to in this fourth one is maybe questionable, you know, and technology just, if it's not going to be able to do that for you.
Kathleen (17:01):
That's interesting. So, all right, let's back up to your ABM campaigns because it's super impressive what you felt. And I guess the first question I have is, is more high level and it's around like, and I feel I find this with a lot of marketing. I was talking to somebody recently about personalization. And it, this, it was the same question as what, cause you talked about having all these different campaigns based on like what somebody is interested in the stage they're at, et cetera. With a lot of different marketing tools, I feel like there is the potential to get insanely granular, right. And to do all of these different things, but there does come a point in my opinion, with most of these things where you hit diminishing returns, you know, like, because you can doesn't mean you should. And so how did, how do you determine with your team, like to what level of granularity you should go with all these campaigns?
Lisa (18:02):
Yeah. I'll tell you, this is something I worked through pretty extensively at 6Sense. And what I got to the point was the intent data is not accurate enough yet. And especially with people moving from being in the office to at their house, that it's not worth it to me to try to get it right. If there's a, even more than a 10% chance, it might be wrong. So what I've been focusing on is having a really good understanding of ideally the persona, the industry that they're in and the problem that they have and also their buying stage. And that isn't enough information I think to offer up a good experience. Then we are doing some very calculated, one to one with our top tier one, the accounts we really want to win. We are taking the time to go in, put their logos on their landing pages and the advertising that we're doing and customize the chat bot.
Lisa (19:11):
And, you know, if we know their name and we, they are, we can, we have like this fuzzy filter and we can turn it on or off. So if for those landing pages, if we know the people that we're trying to target, then we could say, you know, Hey Kathleen, great to see you again. But I only turn that on in very, very specific cases when it's one-to-one. Otherwise when it's more of a one to many, I think that as long as someone gets there and they, they were searching for ramp time and they immediately see this landing page is about ramp time. And there's content on here that I'm interested in, or there's some sort of offer that I'm interested in that all relates back to ramp time. That is enough. Yeah.
Kathleen (20:03):
Now when you say, so you talked about targeting people based on the stage, they're in how many stages are you looking at? Like, is it top, middle, bottom of funnel? Are there more for you?
Lisa (20:15):
Yeah. So the way that 6Sense does it, and the naming is confusing. And I actually was just interviewing someone today who was confused by the naming. And I'd always remind myself because I just know it now. There's an awareness stage, a consideration stage, a decision stage and a purchase stage. But working from the top-down awareness only means that they have just started showing signs of life. They are Google searching ramp time. They are, you know, poking around a little bit on ramp time and it's starting to like show up in our instance and it could be any of the keywords in our instance. Right. then consideration typically means that now they're starting to search our competitors. They may have never been to our website yet. They might not have searched for us, but they, maybe they even went to G2. Like these things are starting to show like they're broadening their horizons.
Lisa (21:20):
They're looking at other comparisons that's right. Yeah. Then when they get into this decision and purchase making stage, it's more about volume. They've come to our website. There's more people in the encounter doing the research. It's maybe not just one or two anymore, it's five or six or seven. And this, again, this predictive modeling can pick up all of these different intent signals. And it says, okay, they are in, they are getting ready to make a decision. They are starting to think about purchasing technology. And I think that's why they call it decision and purchase. Right? So now we have our salespeople or BDRs start doing outreach. Now it's like, okay, they've done their homework. You know that 80% of research that we know that accounts like to do before they talk to anybody nowadays that's pretty much done. It's time for us to get in there and start talking to them before they're made, they've made up their mind about what they want to do. We can still influence the deal, but they're also educated enough that they're hopefully willing to talk to us. So, so are you
Kathleen (22:32):
Clarification? Are you not doing sales outreach until they reach those stages? Three and four?
Lisa (22:38):
That's what we're that's ideal. Yeah. We're you know, obviously a lot of coaching and training and having to change people's motion. So there's been a lot of education around that. We've built dashboards. They get notified when they hit that stage. We're serving up, these are the accounts you should be focusing on. Like we're doing a lot of things to get them doing the motion that way. Yes.
Kathleen (23:09):
Have you, have you been in situations where the volume isn't sufficient at those stages and the sales team starts to like get an itch to go,
Lisa (23:17):
Oh yeah. I mean, it's just like everything else. So we need more pipe, we need more leads. We need more of this. We need more of that. And it's like, I mean, there are times where we're like, okay, well, if you want to start trying to work these accounts that are in this consideration stage that are earlier go for it, but we don't think they're ready. How about if you spend more time trying get these meetings and advance the deals with the accounts that were, that are ready. And that's where we've been spending a lot of time too, is like, look, we just created $3.9 million in pipeline with this one-to-one ABM campaign against your tier one accounts. And there is still 31 open opportunities and 47 accounts that haven't been touched in the last 60 days. Like, what are you guys doing? Stop asking for more and go close the ones that we served up to you on a silver platter.
Lisa (24:17):
You know, there's a lot of that that goes on too, is like, Hey, we're all in this together. But that doesn't mean that we're at your, your mercy there. If they're going to accounts, not in market or an account's not ready, we're doing everything we can to advance them and move them along or make them aware and move them along. But this is what the intent data shows and, you know, it is the most accurate way of measuring what an account's doing that I've found to date. And if someone can find me something better, please let me know, send me a message on LinkedIn. I mean and I still get questions all the time too. Well, is this intent data really working? And I'm like, well, do you want me to go back to lead scoring and the asking people to fill out a form and giving them 30 points because they did. Cause I mean, to me, that is way less accurate. And most people don't fill out the right information anymore anyway. And if they will even fill out a form, so, you know, that's the alternative that I know of.
Kathleen (25:22):
Yeah. And I mean, I'm a big fan of not gaining most things. And so filling out a form like challenging if that's the thing that you're hindering everything on. So I think if somebody who's listening to this, I'm putting, you know, I'm, I'm putting myself in their shoes and if you're with a very large company, I could see how somebody would be like, yeah, we could do this with our team. Like how big of a team do you need to really support a motion? Like,
Lisa (25:53):
I mean, when I was at a Primo, we had an ops person who helped get everything set up and ran like help build the sequences and random Marketo piece of it. And then well kind of your basic who's creating the content. Who's creating the display. It's, it's the same thing as just changing your approach, being more strategic, aligning it to the stage that someone's in and then the rest of it. I mean, I feel like it's, it's just good marketing, you know, what is the experience you're creating? And for example, we've had a lot of success with the chat bot. Do you have to have the chat bot? No, you probably don't have to have the chat bot, but it is just another conversion point. It's another channel. And if they're on your website already, and that's really where you, what your, all the work you're doing is trying to drive them there, then why not try to get them to take the meeting right.
Lisa (26:55):
Then instead of having to, you know, track them down later. Yeah. So, I mean, there's things like that where it's like, it's optional, but is it optimal? No. So we're, you know, I would just say like, what do you need to support good marketing? And then it, you know, I'm not running to emotions. We have one account based marketing motion, everything is done this way, but yes, there's awareness campaigns going on and they go to different landing pages and there's campaigns all about one specific product set and they go to different landing pages and then like I've got digital, you know, PPC and that kind of stuff too. So, you know, finding, I guess the right people and building, I would just start, start, start simple. Yeah. Can you talk at all about the impact that this has had on the business?
Lisa (28:05):
Yeah. I mean, I think, you know, it's all in context, right? I mean, that's, I just wanna make sure, cause you know, we started from a place where we had very low conversion rates. We didn't have a clearly defined ICP fit and partly that was because of COVID and things were changing really quickly and our industry. And so, you know, there was a lot of things happening that that kind of led to where we were as a business when I came in. And that was part of why I came in and you know, so I don't want to like paint a, a negative picture, but what I'll say as a whole is in all three organizations where I have done this, our conversion rates from each stage have, have increased tremendously. Just 90 days out of the gates here, we had a six X improvement in our meetings being set well, and you know, it's because, Hey, not only do I know that this person's at market, I know how to start the conversation because I know what they're looking for.
Lisa (29:11):
Right. But I'm, and I'm getting the timing. Right. so when you kind of put all those, those things together, you know, it, it should make a big difference. And then right now, you know, what we're also seeing is we have a 66% conversion rate from a meeting being set to something, becoming a sales qualified opportunity. So that's been a huge improvement for us. And again, it comes down to, and we've added bed pic, we've added like a whole bunch of new criteria. Our ICP fits are very specific. If they don't need it, they get put into a different stream. They're not counted. And we used to count all that stuff. So it was easier to get an opportunity, but there was a lot falling out of the funnel, so to speak because not the right time or not really the right fit or they weren't really in market for what we were doing, you know, and we were just kind of taking anything and everything that came our way versus now we're being very discerning or very focused on accounts that meet the right criteria and are shopping and we know what they're shopping for and we can help them.
Lisa (30:29):
But so there might be, you know, last quote, unquote, like MQL, which we don't even measure anymore, but the ones that come in are good, really good, and they have a much higher opportunity to become pipeline. So, you know, that's what, that's what I've seen. And I think I mentioned at a Primo, we went from a 9% top of funnel conversion rate of close one to a 40% conversion rate. Wow. I mean, I haven't been here. I feel like long enough with all of the changes that we had to put in place to fully start seeing all this come together yet. But just the things I've mentioned so far to me are leading indicators that this is working really well. That's amazing.
Kathleen (31:13):
That was going to be my next question is like how long does it take to start seeing those kinds of results?
Lisa (31:19):
Well, and I'll say, I mean, it takes time to get it stood up. So we didn't really have all this stood up until February. And when I say stood up, that's like minimally viable. The technology is connected on the backend. And then we had to change out the motion. And in parallel we were building out new messaging. We've been rebranding this entire time. We had to build out a new BDR team and BDR motion on top of it. So you know, a lot going on at once and it's, you know, it's been about six months, but our average deal cycle time is six months. Yeah. So you're not going to just immediately see it all being fixed. I think the next six months is going to be very telling and then it should just continually get better. You know, we're always looking at the dials and kind of tweaking and finessing too, as we go and seeing what's working and what's not, and that'll help it too.
Kathleen (32:19):
That's amazing. And then last question, and then we'll sort of segue into the wrap-up portion, but how did you work on building trust and confidence with the sales team for this new approach?
Lisa (32:33):
You know, I think there's a few things, you know, when I was interviewing, first of all, I spent some time with the CRO and just really making sure he was bought in to my philosophy from day one, which he was, and they all knew what they were doing, wasn't working. So I had that on my side, they were frustrated. So, you know, no pressure come in and you know, Lisa's going to come in and change all this stuff and save the day. Right. No pressure. But, but really that was one of the best things is that they, I feel like they kind of had nothing to lose. And, but I did spend a lot of time listening to them, understanding what challenges they were facing, what was working, what wasn't working you know, hearing them out. And then also the first pilot that we did with ABM, when we set this all up, we pulled the intent data on all of the tier one accounts that they had chosen and we plotted out for them and showed them, here's the stages that these accounts are in these guys really aren't ready.
Lisa (33:44):
Let us do some nurture on these, let us help you get meetings with these a hundred accounts. And we stood up one-to-one landing pages for all of those accounts. And we did use a third party to help us. And we did display ads with the company's logos. And we drove them to a landing page that was built just for them. And we had did videos of the wraps and we had video cards on the landing page and like, everything was customized on that. That was where I was saying, like that was the time to really go into personalizing as much as we could. And I think, you know, showing them like, here's how it works and we're listening and we're gonna work with you to help you get more deals and doing it coming right out of the gates. And then the other thing I'll say is, well, I'm hiring field marketers, but we were on every regional call every week and we kept it short and sweet, but we showed them, here's the things we're doing. This is what we need you to do. We're going to make it as completely simple as possible. Click on this, do this. It's all set up for you. We've created the script. We've created the segment. We've created all of the cadences. All you, all you have to do is this one sentence and hit, send whatever. And that helped a lot too. And just having, building that relationship and showing that we were here to help them and that we were going to work with them.
Kathleen (35:18):
That's great. Well, I mean, kudos, obviously a ton of work, but it, it seems like you've really developed a, a framework that works and it does work a few times. And so I'll be excited to see like follow this and see a little bit more, what happens with mind, tickle, maybe we'll even do a part B at some point to the interview. But we're going to shift gears. Cause I always like to ask a couple of questions at the end before we wrap up. And I'm curious to hear your opinion on this. The first being, you know, this podcast is all about inbound marketing, which I really define as like anything that attracts the right you know, customer to you who out there either a company or an individual do you think is really setting the standard for what it means to be a great inbound marketer today.
Lisa (36:06):
All right. So this is probably going to be controversial because we are not competing with gong, but they've done a great job. I, I mean, I just have to say, and some people might really not like that. I'm saying this, but I feel like their brand is almost better than their product. Like they've just done a really good job of having great content, great messaging, knowing their audience, knowing how to bring them in engaging them. And I think they're just a really good example of it for,
Kathleen (36:40):
Well, they have definitely come up a time or two in the past. So I think you're not the owner. Second question is a lot of marketers when I speak to them. One of the biggest pain points they mentioned is just how quickly everything is changing in the world of digital marketing. You know, whether it's platform changes, algorithm changes, new tech regulations, et cetera. Are there particular sources that you rely on to stay up to date and current on everything that's happening in that world?
Lisa (37:10):
Yeah. I'll tell you, I'm a member of the peak community, which is kind of that it's dubbed like the top 1% of marketers and it's been a great place to collaborate and learn from the best of the best. And everyone is just always sharing. You know, if they're running into a problem, somebody they are known as found a way to fix it. And we'll share that with you, get on a call with you or so that's been just amazing. And then I also am a member of pavilion, which does have a marketing channel. I do find some good stuff in there. When I was at six sense, actually helped build out the CML coffee talks and those are still going. And that's also been a great place to just hear kind of what the leaders in marketing are doing and thinking and running into and how they're looking at the world too. But that sometimes gets even just more into like DEI or balance and the leader in this time, that's things are changing so much as well.
Kathleen (38:20):
Yeah, those are some great communities. I'm a member of pavilion and the CMO coffee talk. I peak, I think I went to one of 'em and it looks amazing. So maybe I'll ask you after we get offline for more information on that. But that's great. And, and it's funny you say that because I have really found particularly since the onset of COVID that those online communities have replaced, maybe what used to be more kind of like newsletters and websites and blogs and things like that, that I would read now that interaction it's like, it's like a hack, it's like a shortcut, right?
Lisa (38:55):
Yeah, and been, say like communities, the new event, because, you know, instead of sitting through all these different sessions, we've got a very specific webinar, you know, pretty much every week. There's one on a topic that is also kind of chosen by your peers. You know, we do surveys where like, Hey, what do you guys want to hear about next? K, let's get a thought leader in on that. Let's go, you know, maybe we need to go deeper. Let's do another session on it. And so it's been very kind of user led and goes really deep on that stuff instead of just being surface level too.
Kathleen (39:33):
Yeah. That's great. Well, if somebody is listening and they want to learn more about MindTickle or they have a question about what you talked about and would like to connect with you, what is the best way for them to do that?
Lisa (39:45):
Yeah. So LinkedIn is the best way to connect with me. I usually check the messaging or the messages at least a couple times a week. So that's always a good one. And then Mindtickle is Mindtickle.com. So definitely he'll pop over there, especially if you're listening and interested in more of like sales enablement and what we're calling sales readiness and it's idea of how you get your teams ready.
Kathleen (40:13):
Great. So, yeah. All right. So check out those links. If you want to reach out to Lisa, and in the meantime, if you're listening and you enjoyed this episode, or you learn something new, please consider heading to apple podcasts and leaving the podcast a review. And if you know somebody else, who's doing amazing marketing work, tweet me at work, mommy work because I would love to make them my next guest. That is it for this week. Thank you so much for joining me, Lisa.
Lisa (40:39):
Yeah. You bet. Thanks again for having me. This has been fun.
