In this episode of Women in B2B Marketing, host Jane Serra interviews Shannon Curran, VP of Marketing at MadKudu. Shannon discusses the changing landscape of marketing teams, growing the top of the sales funnel, optimizing events for quality, and leveraging data to optimize for pipeline. She also emphasizes the need for clear direction, coaching, and authentic leadership.

Shannon and Jane discuss:

Shannon's transition from VC to B2B Marketing
The rise of generalists with specialized skills
Exploring fractional work for career growth
Aligning sales and marketing through data
MQLs as a vanity metric
Optimizing events for relationship building and deal acceleration
How to choose which events to invest in based on attendee lists and cost-benefit analysis.
Predicting ROI on events based on quality index
Investing in employee growth and psychological safety

Key Links:

Guest: Shannon Curran - https://www.linkedin.com/in/shannon-sweeny-curran-55332942/

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

MadKudu - https://www.madkudu.com/

30: Leveraging Events as Pipeline Accelerators and Generators - with Shannon Curran, Vice President, Marketing at MadKudu 38:22 Share

Women in B2B Marketing

Shownotes Transcript

30: Leveraging Events as Pipeline Accelerators and Generators - with Shannon Curran, Vice President, Marketing at MadKudu