Generating Demand: Stories from the B2B Trenches

Episode 13: Redefining Revenue Marketing with Nicole Fusilier

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Today’s episode:

When Marketing Qualified Leads (MQLs) fail to support your revenue goals, it’s time to rethink your KPIs and become more aligned with your sales team. On today’s episode, revenue marketing expert Nicole Fusilier of Matterport shares her story of how she transformed her marketing department from over budget and under performing to meeting or exceeding marketing goals 6 quarters in a row, and counting. 

Listen as Nicole shares her insight on how to adjust your KPIs, increase conversions, and improve customer acquisitions and budget efficiency. You won’t want to miss this invaluable advice on how to plan for your own marketing success.

“It’s really about how you look at operational efficiency that’s going to drive pipeline and revenue and stop focusing on MQLs, stop focusing on noise.”

Today on Generating Demand with guest Nicole Fusilier:

1:12 Introduction of Nicole Fusilier 
5:20 State of revenue marketing
8:20 Unpacking the process to success
13:50 Aligning to your end goal
17:17 Planning for success
25:20 Recommended Resources

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About Generating Demand: Stories from the B2B Trenches:

Struggling to meet your company’s B2B demand generation marketing goals? Join lead generation expert Amanda McGuckin Hager each week for honest, unfiltered conversations from the trenches of B2B marketing with some of the industry’s leading marketers. As a bonus, you leave each week with a recommended resource from our insiders. Listen, learn, and generate leads with ViB — it’ll be fun! 

To learn more of our demand generation secrets: visit

Recommended resources from today's episode:

Episode Summary

In this episode, Nicole shares how she empowered her Marketing department, which was over budget and not achieving goals, to achieving or exceeding KPIs for more than six quarters in a row – and even took the company through IPO.

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