Leader Generation

Measure 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 tools can help marketers improve overall measurement, strategy, and performance.
In Part 1, Matz focuses more on GA4. Listen to Part 2 to hear all about Performance Max.
This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.
 
About Murtaza (Matz) Lukmani:
Matz Lukmani (EMEA Product Lead, Performance Max & Attribution) based in London (UK) has been with google for +7 years working on products like Google Analytics 360, Google Ads, Search Ads 360, and Firebase Analytics. He currently leads Performance Max Campaigns and Attribution offerings within Google Ads, Search Ads 360, and Google Analytics in EMEA.

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 capitalize on their opportunities. Originally part of Tenlo, Tessa became part of the Mod Op team in 2022 after Mod Op’s acquisition of the company. 
In her previous role as vice president of technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. Moving into her role as CTO, she’ll oversee Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.

 
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 to this episode of the Leader Generation Podcast hosted by Tessa Burg, Chief Technology Officer at Mod Op.
 
About Jon Miller: 
Jon is a marketing entrepreneur and thought leader. He is currently the Chief Marketing Officer at Demandbase, the leading account-based marketing platform. Previously, Jon was the CEO and founder of Engagio (acquired by Demandbase) and was co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation.
Jon is a frequent speaker at conferences including Dreamforce, MarketingProfs B2B, Marketing Operations Executive Summit, OMS, and the Marketing Nation Summit. He is also the author of numerous e-books, including Complete and Clear Guide to Account-Based Marketing and the Definitive Guide to Marketing Automation. 
 
About Tessa Burg:
Tessa Burg is Chief Technology Officer at Mod Op, a full-service marketing communications agency focused on using the right methods to help clients capitalize on their opportunities. Originally part of Tenlo, Tessa became part of the Mod Op team in 2022 after Mod Op’s acquisition of the company. 
In her previous role as vice president of technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. Moving into her role as CTO, she’ll oversee Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment and experiences.

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 Hayden: 
Tim Hayden is the founder and CEO of Brain+Trust, a strategic consultancy that empowers brands to grow revenue by leveraging their primary data. Before Brain+Trust, he headed marketing at Zignal Labs, a real-time media intelligence platform used by Facebook, Google, Uber, IBM, and others to identify influencers and for reputation management. Hayden is also former head of the Mobile program at Edelman Digital in North America. He has served as a catalyst for transformational change within some of the world’s leading brands, including Dell Technologies, Bacardi USA, McDonald's, Shell Oil, Hilton Worldwide, Kraft Foods, and Walmart.
 
About Tessa Burg:
Tessa Burg is Chief Technology Officer at Mod Op, a full-service marketing communications agency focused on using the right methods to help clients capitalize on their opportunities. Originally part of Tenlo, Tessa became part of the Mod Op team in 2022 after Mod Op acquired the company. In her previous role as vice president of technology, she helped clients execute engaging, multi-platform experiences and products to bring their brands to life. Moving into her role as CTO, she’ll oversee Mod Op’s technology stack to ensure the agency is leveraging the right platforms to deliver valuable and measurable marketing communications, entertainment, and experiences.

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 marketing communications professional with 12+ years of experience in the field. Mark has a wide array of project experience in team management, inbound marketing, lead generation and more. This experience is complemented by a robust technical skillset. Mark enjoys utilizing his skills to maximize the potential of those he works for and supervises.
About our host, Tessa Burg, CTO, Modop
Tessa Burg is Chief Technology Officer at ModOp. She’s been leading data-driven marketing and technology teams for 15+ years. Tessa has deep skills in many areas, including digital marketing, user experience, technology strategy and application architecture. 
Tessa believes in taking a tech-agnostic approach to marketing development. It maximizes a client’s existing technology investment. Plus, empowers clients to easily use, manage, measure and scale their platforms on their own.

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: 
Cathy McPhillips is the Chief Growth Officer at the Marketing Artificial Intelligence Institute, overseeing product growth, marketing, sales and customer experience. 
McPhillips was VP of Marketing at the Content Marketing Institute and their flagship event, Content Marketing World, for almost a decade. She owned her own strategic marketing consultancy focusing on nonprofit and service sector marketing and media and was media supervisor at Wyse Advertising in Cleveland. She was part of Ohio University’s Jerry L. Sloan Visiting Professionals in Public Relations program, and regularly guest lectures at area colleges and universities. 
 
McPhillips was named a Folio: Top Women in Media, a MarTechExec 50 Women You Need to Know in Martech, and currently sits on Ohio University’s College of Business Marketing Advisory Board.
 

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. In his role, Kevin connects the agency with new clients. Plus, develops strategies to help existing clients connect with their customers. 
With his broad experience in B2B and consumer markets, Kevin understands the business challenges that clients face. He also provides the expertise to help them achieve the results they expect. 
 

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 with specialties in account-based marketing, digital transformation, demand generation, sales enablement, SEO/SEM, experiential marketing, content writing, website design, and PPC.
She’s currently the Digital Campaigns Manager at the threat intelligence company, Cybersixgill. Previous employers include Rockwell Automation, where Katie gained her passion for account-based marketing. Plus, Nordson Corporation, where Katie introduced account-based marketing programs to drive revenue.

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 Gasbarre: 
An experienced marketing leader, Monica is the Director of Marketing & Sales Operations at Spartronics. She has a strong reputation for developing strategic marketing plans that she oversees from initiation to final execution. Monica supports and achieves corporate objectives by successfully managing programs dedicated to customer retention, lead generation, demand generation and sales enablement.
 

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. 
 
About Ryan Elmiger: 
Ryan Elmiger has 20+ years of marketing experience in B2B and B2C. He is Account-Based Marketing (ABM) Certified by ITSMA and currently holds the position of ABM Government Cluster Lead at ServiceNow.
Ryan works alongside the sales team to develop ABM strategies for high-value accounts. He ensures all marketing activities target the right account stakeholders. Plus, drives the strategy for hyper-personalized content that speaks to specific account needs and imperatives.