Marketing & Partnerships

SaaStr Podcast #121: Lauren Vaccarello, VP Marketing @ Box Discusses Why ARR Pipeline Is Not Just The Responsibility of The Sales Team

Harry Stebbings

Welcome to Episode 121! Lauren Vaccarello is VP of Marketing at Box, one of the leading enterprise B2B brands today. At Box, Lauren leads a 50 person team that involves demand generation, global campaigns, events and more. Prior to Box, Lauren was VP of Marketing @ Adroll, where she built and scaled a 25 person global marketing team from the ground up. If that were not enough, Lauren is also the Co-Author of “The Retargeting Playbook” and “Complete B2B Online Marketing.”

In today’s episode you will learn:

* How does Lauren view the relationship between sales and marketing? Why does Lauren believe the ARR pipeline is not just the responsibility of the sales team?

* Why is lead nurturing not just about email? What are the other core components to ensure successful progression of leads through the funnel?

* How does Lauren view successful lead segmentation? Why does Lauren like to segment leads into 3 distinct buckets? How does this strategy play out at different ends of the market?

* What is the role of marketing post-purchase? How has Lauren seen this change since the early days of her career? How does this differ when comparing SMB to enterprise?

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Jason Lemkin
Harry Stebbings
SaaStr
Lauren Vaccarello

Published on May 16, 2017
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