Jeff Canada of Quantcast on Getting Personal All The Way from Top of Funnel to Advocacy

Jeff is a global revenue marketing professional with over 10 years of experience creating results-driven programs. A proud 3x Marketo Champion, Jeff leads a team of Marketing Ops professionals at Quantcast.

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Jeff (@LikeThe_Country) talks about the greatest challenges to the modern marketer – Personalization, Localization, The Death of the Newsletter and More!

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John J. Wall: Hello and welcome to Stack and Flow, the sales and marketing technology cast, I’m John Wall.

Sean Zinsmeister: And I’m Sean Zinzmeister.

John: Today our special guest is Jeff Canada, the manager of global marketing operations at Quantcast. Jeff thanks for joining us.

Jeff Canada: Yeah, thanks for having me.

John: All right, so we just made it through Dreamforce, both of my guests here have lived through the storm of downtown San Francisco. Tell us about Dreamforce. Sean, start off since you had been reporting back, I’ve heard some interesting tales already but what did you think?

Sean: Yeah, really, really interesting Dreamforce this year and now this is my second time as an exhibitor and just as a general attendee of the show. I feel like I have a bit of a unique perspective because the AI stuff obviously touches a lot of the work that we’re doing here on the Infer side but it was really exciting to see a company like Salesforce, when they endorse a space like this, it really helps push it to the mainstream. This is early technology that they’re saying “hey, this is where we’re going”.

My big take away from the announcement and the positioning: Salesforce in it’s typical manner, everything very well marketed. They’re very good at product marketing, really crisp messaging, really well rehearsed. People really don’t know some of the behind the scenes stuff is that they really do a lot of testing groups for both the keynotes and things like that. Everything is really, really refined and A/B testing a lot of stuff. I think that they are noticing a very large tectonic shift so it makes sense that Salesforce is trying to move in this direction towards AI.

You know John, you and I have talked about also the fact that it has caused a lot of reactions from the Microsofts of this world that are now starting to get more aggressive, seeing Salesforce as really their main competitor. They’re also an AI company, reactions from Google, it’s very early days for what the Einstein piece is gonna be and for those that who are not familiar, Einstein is essentially going to be their artificial intelligence layer that they’re going to sprinkle across their products. It’s gonna touch service and it’s gonna touch sales cloud, marketing cloud and all those things. It’s very smart because they recognize that this is sort of the next pillar of innovation especially for sales, service marketing CRM et cetera, how to add intelligence into the CRM.

It’s interesting though that it has gotten a lot of mixed reviews which is pretty standard with anything new. I think that it will be very interesting to, you know and that’s the thing John too, is that like how much stuff from Dreamforce comes into fruition. Like I said, it’s always really, really exciting to see the big messages that they put out there and they’re very good at just giving the sort of view port into the future but what we’re going to actually start see on the ground, we probably won’t see for a year and a half as things go. Those were my initial take aways.

For a vendor being in the space, really, really exciting. You know a lot of people who came up just very interested in the space so and a lot of new people who are sort of starting to sort of about this and think about these types of strategies and automation, what does it mean to bring AI predictive and thinking more about their data in their business. I think it’s again, when a big player like this enters the market, it’s going to be an exciting time to see how this sort of causes the chain reactions and innovation and then obviously, different types of positioning for other new vendors that want to kind of build on that type of platform.

John: Yeah, now Jeff, you said you had a full conference badge you said too. What did you come across? What were your take aways?

Jeff: I think the is exciting thing is the fact that Salesforce really started the conversation kinda outside of the marketing work. I’ve got sales people in my sales ops team now coming to me and asking about what are we doing with predictive? What’s our AI strategy? That’s something I’ve been talking about for years now both being in house in Quancast now and previous to that as a consultant. The nice thing whether or not it really comes to fruition from a Salesforce product itself, it’s really nice that it’s started to get the conversation going kind of across the entire organization. That was really exciting from the AI and the predictive side.

I think also a big theme that I saw and something I’m still trying to kind of figure out what it all means, is on the account based marketing front. Again it’s one of those things I’ve been kind of talking about account based marketing maybe by some different names in the past but it felt like most of the vendors on the floor, a lot of the sessions that I was able to attend, talked about that marketing and sales alignment. It’s really now not just marketing shouting that we need to have alignment with sales. It’s sales now turning and saying hey, look at the cool stuff that we can do if we actually work really closely with the marketing team. It’s a lot easier to get the marketing team to go out and start to generate interest and it’s a lot more effective if we do it in tandem and together as opposed to just tossing leads over the fence once they hit a certain score or whatever. Those were really the two key themes that I saw and that I thought were really exciting.

I personally tend to tell people to avoid the shiny object syndrome so going into a show like Dreamforce where there’s a lot of shiny objects, I end up being the biggest hypocrite, I know. I see something shiny and new and I get really excited about it and I have to take a step back and say okay, let’s think about this strategically and what it means to the organization. It’s fun to geek out with a bunch of other marketing and sales kind of, data driven, nerds if you will for a week and can’t talk about Dreamforce without mentioning all of the amazing events and festivities and parties. Those were all really a lot of fun. I’m still kind of recovering even about a week and a half later.

John: Right, right. Did you guys both get to U2?

Jeff: I didn’t. I had some friends in town so I didn’t make it down to the Cow Palace unfortunately. I let one of my co-workers borrow my pass for that.

Sean: I went very conservative this year where I had the one night where I enjoyed a few of the parties. The thing of it is, it’s great about Dreamforce, it almost becomes like a class reunion especially if you’re in the industry where it’s like you have so many people to catch up with that are on the other side of the country, sometimes people on the other side of the world that you get a chance to catch up with. I didn’t get a chance to see U2 but some good highlight parties. I agree with Jeff. The other thing that I thought was interesting from just a technology standpoint. John a big focus on Quip this year and then a huge acquisition from Salesforce and the reason that I bring that up is that I wonder if there’s also an evolution of people starting to see CRM and what it means for just sort of general productivity and project management. This to me was really their foray into document productivity and more general office type positioning which now brings into line the Google Apps of this world as well as Microsoft 365. A lot of interesting things happening there. There was a really big marketing push around what the Quip guys are doing so it’s probably a good space to watch.

John: Yeah, I had that as a note actually that I was expecting it to be all Einstein all the time but Quip was actually generating a lot of news. That seemed to be more kind of “here’s stuff that’s going to be available short term”. Whereas Einstein is more, a lot further out on the horizon as far as what we’re looking at and what could come from that. All right, so Jeff let’s start talking about stack stuff, switch over a little bit here. Tell us about Quancast. What do you guys do and who are customers, what are the problems you guys are solving.

Jeff: Yeah, for sure. Quancast, we’ve got two core products. The real differentiator that we have is our measurement product. That’s how we started a little over ten years ago. Really enabling publishers to get deep, deep insights into the people that are on their site beyond your typical, their journeys on a website, really understanding the demographics and the behavior of those people outside of the limited view that you have when someone is actually on the site. The other product is an advertising product which then allows advertisers to leverage that rich data that we’ve been collecting for the past ten years across the entire Internet if you will. Enabling advertisers to really intelligently start to target people with digital advertising.

From a product perspective we’re really allowing our customers to find new prospects based on either information that they have or information that we actually can give them about people who match those kind of profiles of people who are buying their product or service. It’s a really, really interesting space for somebody like me, who’s in the marketing automation and martech space because it’s basically us starting to practice a lot of what I’ve been preaching for the past ten years about finding the right person, getting the right message to them at the right time. That’s exactly what Quancast is all about and actually one of my big kind of initiatives since I’ve started here at Quancast is what I fondly call Project Alpo or eating our own dog food and really being able to leverage our own technology to target new people that look like our bests customers, send messages out to our best customers to keep them as our best customers and get them to be advocates. Everything really, the full top of the funnel all the way down through the advocacy piece. It’s an exciting space and definitely really excited to part of an amazing team.

Sean: Jeff, I’m always interested to talk to marketing operations folks but in particular with your role, I know it’s about global marketing operations so I was curious, having run global marketing operations myself, what does your team make up look like? How is your role kind of structured at Quancast? Do you have different regional teams that roll up to you? What does that team layout look like?

Jeff: I’ve got four people who work for me, three of them are based here, in San Francisco, and then I have another marketing ops person who’s in Dublin, Ireland who reports in to me but then has a dotted line into our demand gen manager there. I think the global piece is awesome and I think getting my team in Ireland and having some people with the feet on the ground actually, I kind of like to think of my team in Dublin as my kind of startup. They’re a lot smaller and a lot more agile so it’s easier to test out new processes, new technologies, new initiatives there because they can pick it up and run with it and don’t have as much of the bureaucracy and red tape that we have to go through here at the kind of home office.

I think a lot of people neglect to address the fact, those in global organizations, address the fact that there are nuances and there are differences between how we drive people through our funnel in the U.S. and Canada versus how they’re doing it, not just in Dublin, but there’s differences between the Irish market and the UK market and the UK market and the Dutch market and so on and so forth. It’s really been an interesting experience and one of the reasons why I wanted to come here because I’ve been learning a hell of a lot about what works and what doesn’t and trying not to just constantly push those square pegs into the round holes if you will.

Sean: Sure. It was also interesting to hear that same type of strategy Jessica Cross who we had on the show a few weeks ago, doing a similar strategy at AdRoll with her team in APAC, whether it’s new technology or new processes, where using them as that startup kind of laboratory to test that stuff out before they roll it across the broader organization. One question that again, now starting to think about they way that you’re looking at your technology strategy, now that you’re managing, you have regional hires, regional ops. One of the big challenges that I always saw with global marketing teams is who owns the stack? Does everybody get their own tech solutions or do make HQ where you’re at, at Quancast offices, is that sort of the ownership and then everything spokes out from that hub? How are you thinking about that?

Jeff: Our technology’s managed centrally so that’s kind of my baby. I look after a lot of the tech and I try to make sure that I’m getting a lot of input from the teams, the field teams, if you will. That said, not everything that works really well here will work there and visa versa. There’s actually a really cool tool called Siftrock that I’m using right now, basically it scrapes email responses. If you get a bounce back of somebody that says hey, I’m no longer at Quancast, you should talk to Michael O’Connell and here’s his email address. It will take that and actually pull that into Marketo and create a new lead. It’s been really cool. We just closed our first deal off of one of those re-engagement contacts that have been generated. In Europe, it doesn’t work as well because the technology just isn’t built right now to translate and understand and read things in different languages. That’s been something that we’ve been trying to adjust and find something and actually work directly with the vendor to see if we can help support them to support us with those languages.

I see a lot of times too when we’re looking from an ABM perspective to supplement and generate new contacts, there are data vendors and enrichment vendors who have really top notch data quality here in the U.S. When it comes to particularly new markets we’re going after where we really need the help, we’re not finding the quality to work as much so it’s actually something I’m currently evaluating. How do we have a centralized view on the technology that’s owned but make sure that we’re also supporting those regions? I haven’t figured it out yet.

Sean: I love that use case with Siftrock is key cause I can’t tell you after every email blast that goes out, you always get that handful of responses that such and such has moved on and forget handling that manually. Automating that has got to be increasing productivity and awesome to see that you guys are getting leads out of it. The other question that I always thought was challenging cause we also had a Dublin team in my last role, that was handling EMEA. Localization always seems to be a big challenge and I’m curious do you, especially when you’re sending out campaigns and programs, how are you guys solving it? Are you using, is it just English based which I know you can kind of get away with to a particular degree but are you using a localization strategy. Is there technology you guys are thinking about employing there? Just curious what you’re thinking about that challenge.

Jeff: Definitely. Like I mentioned on the ABM side, we want to make sure that we have really personalized content that we can turn around really quickly. We do have field marketing managers for most of the markets that we’re working in. Right now, our translation efforts are pretty manual which is definitely not something that can scale. We’re seeing that with our first wave of ABM into the Netherlands. Definitely exploring some new technologies. That was actually a lot of what I was doing on the floor at Dreamforce last week was going around and talking to some localization vendors, making sure and I’m actually going into some trials in the next couple of weeks to make sure that it’s something that both works and makes sense from a translation perspective but that’s also really tightly integrated into our existing workflows. If it’s something where we have to take a step back and then wait a week to translate something, that’s really not gonna work. That’s not something that’s going to help us scale and get these things out the door.

I want to see something that’s really tightly integrated into Marketo, into Salesforce, into Quancast itself. I mean, ideally, I’d love to be able to flip a switch, start getting some emails pumping out in a different language, get some ads being targeted at people in the correct markets, in their own language, with a really customized messaging as well as customized content and having actual, we’ve got the sales development reps who are native speakers as well who are actually calling into the market and I think that’s really helped to supplement a lot of our ABM efforts but definitely still growing and figuring that out and figuring out what the best approach is.

Sean: You can’t just, there are a lot of folks who are like ah, you can just run your website through Google Translate and then there you go. I think if you ask, if you start to actually talk to the people who are on the ground, that stuff ends up looking like caveman speak and can be absolutely terrible for your brand. It’s also about, it’s not just like the translating word for words, it’s also about what is actually the meaning. We had a couple of campaigns that certainly went awry cause we hadn’t thought of it, just with what it would look like from a cultural standpoint. Especially thinking about, now that you’re sort of making me reminisce that SEO challenges from how you’re localizing websites and what does that architecture look like as well.

We were using the folks at transifex were kind of plugged into our entire HTML website so it’s really tricky though cause when you change things in English or you make an update, you want to keep things really agile but then if you’re translating a website into six, twelve languages as you scale, those problems can break things really fast. Then like you said, then adding the Marketo piece, I remember we used to do things very manually as well where you’re literally like copy pasting the different translated texts and if you’re doing this from HQ, you don’t really understand exactly what it is that you’re pushing in there. Do you have anything, that’s interesting, from a Marketo standpoint Jeff, is there something for your localization strategy in terms of the way that leads flow in that you’re segmenting? Do you have a particular setup to make sure that that’s clean and how you’re dealing with the regions?

Jeff: Definitely. That’s something that we’ve implemented just recently. It was a big struggle for the team in Europe just even determining which market do these people belong to. We’re leveraging smart forms from Reachforce right now just to make sure we’re getting the information even if we don’t explicitly ask what country you’re in but we are getting that information in at the time that the lead is created. Anything that comes in through Salesforce, if they don’t have the country, we’re passing it through an enrichment process to make sure we have at least country and sometimes city or state in the U.S. I’ve just implemented workspaces and partitions within Marketo which are basically mini instances and mini lead data bases within your Marketo instance to start to partition people off. One, from a localization perspective but two, from a compliance perspective as well.

If we’re managing a lot of the email communications out of HQ, a lot of the people on my team and the greater demand generation team don’t understand the legality or the illegality of emailing people who shouldn’t be emailed. By partitioning them off and really having a separate double opt in process for people in markets that require it, by law, I’m thinking about doing it in Canada as well with a lot of the CASL laws and not compliance becoming really increasingly important. That’s how we manage it from a Europe perspective right now, just making sure they have a place to sit and they have their own dedicated processes. It also helps sales to be able to accurately say okay, these are the guys I’m going after.

John: How about from the Salesforce side too? Do you have to do configuration to make sure you’re feeding the right Marketo sub-instances there or how does that work?

Jeff: We’re all linked into just the one Salesforce instance. To be quite honest, at this point, I’ve let go of a lot of the Salesforce stuff at the moment to focus really exclusively on the Marketo side just to make sure I’ve got my house in order. Our Salesforce and sales ops team’s starting to expand but just having that country allows me to leverage some of the other technology like LeanData to accurately route it to the right people. Then I hate to admit it, but once it gets into Salesforce and past a marketing qualified lead status, I let go of the ownership and I’m tracking everything that’s going on obviously but as long as it’s assigned to the right person and LeanData is doing what it’s supposed to, I’m pretty happy.

John: So you’ve got LeanData in there. How about, any other tools in the stack as far as moving these things along, getting them through the funnel or automating the hand off to sales or ABM?

Jeff: Definitely. We’re leveraging Infer, really happy with that product at the moment. I’m starting to get us to leverage it a lot more from a marketing perspective. Historically, it was actually more of a sales tool which was a surprise when I started here. Then LeanData, we’ve just implemented some really cool advanced routing rules leveraging their routing product which has been a huge life saver, giving me a lot of the time from my teams time back. They were manually routing people once they were getting MQLed which was from my perspective, a nightmare. Leveraging that has been awesome and also their lead to account matching has been a really big help in just automating a lot of these processes so that my team can focus more on the stuff that I think that matters like our measurement, our enablement, our personalization efforts as opposed to manually routing and moving people into Salesforce.

Sean: To zoom out to look at the stack and now it’s almost, cause you over at the Pedowitz Group so you’ve probably gotten the chance to work with so many different types of stacks, do you have a way that you think about strategically building technology stacks and by that I mean how do you carve up the pie? I know you talked about there’s this area that you’re going to need to support personalization, this is for analytics, maybe this is for engagement. Do you have a way that you divide that up in your mind and think about where are we actually going to add technologies to drive value?

Jeff: I like to think of it through the different stages of the funnel at this point, making sure that the different pieces of technology are addressing different pain points that we’ve seen at different stages of the funnel. If there’s top of the funnel stuff, I don’t really have much at the top of my tech stack right now but anything else really is just making sure that it is being leveraged to solve problems and move things through the different stages.

Sean: The other big challenge that we’ve seen from the other folks that we’ve chatted with is the rise of sales technology, sales development technology and the sort of the sales stack. Is that a partnership that you have with your counterpart on the sales ops team or is that more of a partnership or how do you guys figure out what tools that the sales folks are going to use? I’m always interested to hear about how that kind of conversation goes.

Jeff: I think that’s definitely a work in progress right now. It’s something that we’re trying to figure out. I work really hard to make sure that the marketing team is being really intelligent about the way that we’re communicating with people. Then I think historically, we’ve just grabbed things, passed them over to the SDRs and then let them start to spam people so I’m now working to really just make sure that there’s a concerted effort so that all of the strategies are moving in tandem. I’ve got a big initiative kicking off for 2017 to make sure that the entire marketing and technology stack is being thoughtfully owned across both marketing ops and sales ops so that we don’t run into issues where there’s counter productive or even technology that can solve some of of the problems that I maybe might own that could solve some of the sales problem. It’s definitely a work in progress but I’ll let you know how it goes.

John: How about on the hygiene front? What are you using over there to keep things up to date that don’t get touched, things like that?

Jeff: Not a whole lot at the moment. Building out my data governance and data integrity strategy at the moment and really exploring a lot of new tools. There’s a really cool new tool that I’ve been playing around with in a demo that’s called Openprise which is really awesome. I think they call themselves a data automation tool that allows you to use some of the logic that you could do in Marketo but really visualize it and play around with it in their data base before you push it back in. It’s really helping to make sure that we are standardized across everything. I guess it will help to make sure we’re standardized across everything. Trying to fill in the gaps and address those white spaces is what I’m looking to solve next.

Sean: In terms of overall adoption as you’re sort of thinking about new tools and rolling out, do you have a strategy or a best practice that you think about when introducing new technologies to an organization, like you maybe talked about, starting with a small test group of champions and then rolling it out or do you just sort of, you know, it’s about getting the high level executives on board first? Is there a way that you think about it with some of these newer technologies to make sure that adoption’s going to be strong right out of the gate?

Jeff: My first initial evaluation is just making sure that I’m on board and making sure that I’ve got a lot of information. Once I get into narrowing it down to two or three different vendors, I then try to pull in a couple of the end users so if it’s somebody on the marketing team, if it’s a marketing and sales tool, making sure that I’m getting an SDR involved as well and really building out that committee. I think having people who own it and can be the internal champions helps to make the adoption a lot better.

If I just go and say hey, here’s this new thing, start using it or else I’m gonna tell on you, that’ll piss off a lot of the SDRs and a lot of the sales people. If you go and actually get their input and make sure you listen to their concerns and then once you start to implement it, really do some comprehensive training for the guys who are here. In the SF office, I’ll just walk over and do some hands on stuff or just do some virtual things and make myself available to help out with that, I found that that’s really picked up the adoption and made sure the people are actually using the stuff that I’m spending quite a bit of money on.

Sean: What about early, especially since you’re working within Quancast, you must get your hands on any of the early stuff. Do they test stuff internally for you guys as well? Do you get a chance to introduce new Quancast products and give that a test ride with your own marketing?

Jeff: Definitely. I mean our B2B offering is actually relatively new so I’ve got the product team and some of our technical consultants constantly coming over and asking hey, hey would this work in Marketo? Hey, can we try something out? Would this, if we did a web hook with this, well actually, I had to introduce the web hook idea to them but it’s a back and forth now which has been a lot of fun to be a real key stakeholder in the development of our own product and say hey, this is how I would want to use it both here at Quancast but I’ve seen probably hundreds if not thousands of instances of Marketo in my career, here’s what’s gonna work, here’s what’s not gonna work. You have to make it pretty easy and pretty plug and play within the instance for these things to work.

Sean: Speaking of Marketo, a lot of interesting things happening on that side and I know that you’ve been a Marketo champion and in that ecosystem for quite some time. Are you seeing, Marketo’s always been know as the open system that they want to have a lot of different tools, then the other side of the coin is also that sort of closed, all in one cloud type. Do you see in terms of looking at just the market and industry in general, more people moving towards that type of open architecture or are you seeing people wanting to have more of a closed strategy where it’s like oh, I’ll just kind of go with the all in one solution?

Jeff: This is an internal debate I have with myself all of the time. I love Marketo for the fact that it is open because I feel like I can go out and pick and choose the best products and plug them in and leverage that. The only thing I’m finding now being back in house and having a more senior level and really having to own a lot more is that raises a lot more kind of budget battles if you will. When you’re going through your tech budget line by line and you have ten different things, it’s exhausting sometimes even though I’d hate to sacrifice the quality of the product for the ease of those discussions. Sometimes, it can be a little bit easier if you just have the one line item even though it’s going to be a big line item.

That said, I’ve seen and particularly when I was consulting and particularly around marketing automation, with Salesforce’s acquisition of Pardot, I had a lot of customers who switched over because it was cheaper and they didn’t want to fight the budget battles. Then six months later, I got called back in to basically re-implement Marketo because it just didn’t offer the depth of quality that some of the other tools are. It’s an ongoing struggle. I like right now being able to pick and choose and layer things on and solve problems that I can with the tools that I’ve got. Sometimes that all in one is appealing if it actually works well together.

John: If it works well, that’s always the challenge. How about though, as far as that budgeting, do you look at every tool and say “hey, this has to generate a positive ROI” or is it more where you have a whole budget and you’re like “hey, I want to have enough money so I can pick and choose and play with these other toys to see if they work or not?”

Jeff: It’s a bit of both, making sure that I can demonstrate some positive ROI from the tools that I’ve got or at least demonstrate the effectiveness or the enablement that the tools are bringing. I like to also, make sure that I have a little bit of wiggle room each year so if something really cool and new or some new problem that we didn’t know necessarily that we had that we can’t solve with the existing tech stack that we’ve got that, I can test out some new stuff and have some additional wiggle room. Even if Marketo or Salesforce or something comes out with a new module or a new product within their own suite that I could leverage, I like to be able to figure that out.

One of the biggest things I’ve done since starting here at Quancast, is just making sure that the existing tech stack that we have is actually being used to it’s fullest. With Infer, making sure that the marketing team is using it, making sure that we’re leveraging the account behavior scoring that’s available. Same thing with LeanData, we were using just a fraction of what we were paying for which is in my opinion, a waste of money so making sure that we were using everything that we had available to us before going and trying to buy new tech to solve problems that we could probably solve with the existing stuff that we’ve already got.

Sean: I think that any person that walks into a new ops role, they have to go through that auditing process in the first like six months at least to figure out okay, what do we have, what are we using and what are the stuff that we sort of need to prune out. I mean that was a strategy that Isaac Wyatt over at New Relic was really passionate about where he also, you have new people that sort of go in and out of an organization and they champion different tools and then if they leave, is there anybody actually running the controls? I think that can always be and I think that you’re smart to think about that from a centralized way. To sort of bring the conversation full circle Jeff, I’m curious just looking at sort of a general high level trends, we talked a little bit about ABM and AI and things like that. Are there things that you’re seeing on the innovation front that’s particularly exciting to you, maybe not in martech, maybe in ad-tech or other things that you are looking at?

Jeff: I think really the key thing that I’m seeing and that I’m hoping to implement a little bit better is really just having a personalized message and taking the data that we already have and supplementing it with some additional data to really be able to talk from a marketing perspective, from a sales development perspective, from a sales perspective intelligently. I was at a Marketo user group last night and I kinda went off on a tirade against a, about a bad SDR email that I got and kind of went, was a little angry but we turned the conversation around and talked about apart from just getting, not to just get angry at the SDRs, let’s think about ways that we can help them to be more intelligent about the conversations that they’re having and make sure that they’re taking all of the data and that they’re able to access it easily within their workflow to have those intelligent conversations. I want to do the same thing on the marketing side. I don’t want to send out a newsletter anymore because I hate newsletters. It’s a waste of time. I want to send out really highly targeted industry, sub-industry, account focused content and emails and messages and carry on that conversation throughout somebody’s entire journey from click all the way down to close.

John: Jeff, that’s great. If people want to learn more about Quancast or get in touch with you about stack related questions, what’s the best way to learn more?

Jeff: Visit but I’m always happy to answer any questions. I’m always happy to talk about what I’m doing and what the cool things we’re doing here at Quancast are.

John: All right and Sean Zinsmeister, what have you got on the docket for this week? Anything exciting we need to know about?

Sean: Mostly just more Dreamforce recovery stuff but we’ve got a couple of big announcements that we’re working on, very relevant that I’ll just kind of tease out there coming out of Dreamforce so that will be exciting. Stay tuned, and of course Google “Sean Zinsmeister” for all the stuff I’m working on and of course you can always find me on Twitter @szinsmeister and you can just shoot me a note over there.

John: That’s great. You can hear more from me over at and that’s going to do it for us until next time, thanks for listening and we’ll see you in the stacks.

John Wall

John Wall

John J. Wall speaks, writes and practices at the intersection of marketing, sales, and technology. He is the producer of Marketing Over Coffee, a weekly audio program that discusses marketing and technology with his co-host Christopher S. Penn, and has been featured on iTunes.

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