Episode Summary
With more than 20 years in marketing, Steve Wagner has watched the demand generation concept “grow up,” so to speak. When he was starting out, it was in its “baby phase,” and he has since watched it become an integral part of the marketing life cycle.
Steven started his career on the account management and sales side of business — which helped him better understand and appreciate those teams — before working his way over to marketing.
These days, he’s the Senior Marketing Manager at Webbula, a data quality platform, where he heads marketing initiatives for its data hygiene and enhancement solutions for email marketers.
On this episode of Tech Qualified, Tristan Pelligrino interviews Steve, who gives us an overview of what email marketing looks like in today’s climate. He discusses the importance of targeted email campaigns and explains why it’s important to have a “clean” email list. (Did you know companies get assigned sender reputation scores?)
Since joining the team more than a year ago, he talks about how he’s prioritized his marketing efforts, and he shares what he hopes to accomplish post-COVID.
Guest Profile
- Name: Steve Wagner
- What he does: Steve is currently the Senior Marketing Manager at Webbula, a data quality platform, where he leads its B2B marketing initiatives for its data hygiene and enhancement solutions for email.
- Company: Webbula
- Noteworthy: Steve started his career in account management and sales, where he developed an appreciation and understanding for that side of business. For the past 20 years, he’s been immersed in marketing, where he’s watched the demand generation concept come to life.
Key Insights
- COVID-19 has disrupted traditional marketing channels that are more conducive to one-on-one engagements, like events and shows. This makes email an even more essential marketing channel in 2020. If you can tap into your subscribers’ data, you can create targeted messages to get more clicks and opens and higher customer acquisition rates.
- Email service providers assign anyone doing email marketing sender scores. (These are like credit scores but for your email quality.) If you don’t have a “clean” database, your email deliverability metrics suffer. You risk getting a low sender score, which can land your messages in the spam folder.
- Since joining the Webbula marketing team more than a year ago, Steve has focused on balancing the team’s inbound and outbound marketing efforts. He also led a website redesign, so he could better lead customers to “the path of least resistance.”
Episode Highlights
- Let your customers take the lead
- Personalize messaging even if customers have the same end goal
- Rethink your editorial calendar approach - it's not all about SEO
- Great content gets straight to the point
- Humanize the sales experience
- Humanize the sales experience