How GTM Teams Should Be Using AI with Jen Allen-Knuth from Lavender.ai

Demand Gen Chat

Jen Allen Knuth, Community Growth at Lavender, joins Tara Robertson, Head of Demand Gen at Chili Piper, to discuss the power of community in marketing and sales. Jen shares her hot take on the current trend of creating communities just for the sake of having one, emphasizing the importance of listening and observing to identify unmet needs. She also highlights the role of community in creating a safe space for learning and support. Jen reflects on her transition from sales to marketing and emphasizes the need for sales and marketing to work together to open conversations and create curiosity. She shares insights into Lavender's go-to-market strategy, which includes a focus on events and community-led growth. Jen also discusses the use of AI in marketing and sales, emphasizing the importance of a human-first approach and responsible use of technology.

Episode Links:

Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/

Follow Jen Allen-Knuth on LinkedIn: https://www.linkedin.com/in/demandjen1/

Check out Lavender: https://www.lavender.ai/

Follow Will Aitken: https://www.linkedin.com/in/justwillaitken/

Watch Sales Feed: https://www.youtube.com/c/salesfeedtube

Follow Todd Clouser: https://www.linkedin.com/in/toddclouser/

Follow Chelsea Castle: https://www.linkedin.com/in/chelseacastle/

Follow Will Allred: https://www.linkedin.com/in/williamallred/

Follow Will Balance: https://www.linkedin.com/in/wmb1/

Check out GTM Partners: https://gtmpartners.com/

Check out: SDR Leader: https://www.sdrleader.com/

Follow Sam Nelson: https://www.linkedin.com/in/realsamnelson/

Check out Refine Labs: https://www.refinelabs.com/

Follow Travis Tyler: https://www.linkedin.com/in/travis-scott-tyler/

Check out PandaDoc: https://www.pandadoc.com/

Check out Salesbricks: https://www.salesbricks.com/

For even more marketing tips…

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Timestamps:

0:00:00 Introduction to the episode and guest, Jen Allen-Knuth

0:01:19 Discussion on the buzzword of "community" in marketing

0:03:50 Defining what community means at Lavender

0:06:35 Insights from transitioning from sales to marketing

0:07:33 Importance of understanding prospects' conversations and needs

0:09:18 Sales' shift towards engaging in communities and dark social

0:12:02 Lavender's go-to-market strategy and the power of community

0:15:19 Metrics used to measure the success of marketing strategies

0:19:35 The effectiveness of events and self-reported attribution

0:22:41 No major marketing failures, but emphasis on talent and creativity

0:25:56 Excitement for the future of AI in marketing

0:28:52 Advice to be more fun and creative in marketing

0:30:06 Where to follow Jen

Demand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!