Peer-to-Peer Thought Leadership With Tara Robertson, Senior Manager of Demand Generation at Chili Piper
September 21, 2022
If you think you absolutely have to be a CEO or an executive to be a thought leader, this episode might just explode your brain.
In this third episode of The Notorious Thought Leader podcast, Tara Robertson, Senior Manager of Demand Generation at Chili Piper, joins Erin Balsa to chat about peer-to-peer thought leadership and Chili Piper’s passion for building in public.
If you think you absolutely have to be a CEO or an executive to be a thought leader, this episode might just explode your brain.
In this third episode of The Notorious Thought Leader podcast, Tara Robertson, Senior Manager of Demand Generation at Chili Piper, joins Erin Balsa to:
- Chat about peer-to-peer thought leadership
- Explain Chili Piper’s passion for building in public
- Discuss the differences between strategic narrative and thought leadership
Tara is a B2B marketer with 10+ years of SaaS marketing experience. She is the Senior Manager of Demand Generation at Chili Piper, the leading inbound conversion software used by top B2B revenue teams like airbnb, monday.com, Shopify, and Salesloft. In addition to traditional demand gen activities, Tara writes The Sauce Newsletter and hosts the Demand Gen Chat podcast. Follow Tara on LinkedIn.
Episode Highlights:
1:58-2:12 — Thought leadership as a peer-to-peer conversation (Tara): “When a lot of people think of thought leadership, they think of a CMO or an exec speaking down at everyone, or almost lecturing people about what it is they want to speak about. I really like to think of thought leadership as a peer-to-peer conversation.”
3:43-4:00 — When you’re a marketer marketing to marketers (Tara): “I’m really trying to connect to people in my exact role who are typically the buyers of our software. So my goal is for people who are peers of mine to look to me for inspiration, learning from tests we’re running, and insights on what's changing and what’s coming up in marketing.”
7:53-8:11 — On enabling employees to accelerate organic social reach (Tara): “We have a Slack channel where we post things that we’d love the team to share. But instead of doing that constantly throughout the week, we have a dedicated hour where we ask everyone to help out with very specific posts … we have a block in every single person’s calendar.”
10:48-11:00 — Getting traction on your company page on LinkedIn (Erin) “A lot of times, people just share [the company post] or just paste the link. But that gets so much less views. You get more views when you’re getting a large quantity of employees to comment on and like the one main post.”
15:43-15:49 — How founders can set the ball in motion (Tara): “Our co-founders are very passionate about us building in public and sharing our learnings as we go.”
16:38-17:00 — Repurposing leading thoughts as content (Erin): “I don't need to interview you for an hour every other day. Maybe I’m going to record your speaking sessions. Maybe it means I’m going to pull from podcast appearances you did. Maybe it means you’re speaking at an all company meeting, and I’m going to record that and find ways to create content around that.”
25:42-26:30 — Not everything can be attributed in black and white (Tara) “Demand gen used to be very focused on paid and PPC. Thought leadership was maybe off to the side somewhere. I do think they’re meeting in the middle now. In my role, I spend time in both worlds. I’ll look at a lead and our CMS says it came from paid search. But if I listen to the Gong call, they’ll say I heard someone on a podcast so I Googled [Chili Piper].”
About Tara:
About Tara:
Tara is a B2B marketer with 10+ years of SaaS marketing experience. She is the Senior Manager of Demand Generation at Chili Piper, the leading inbound conversion software used by top B2B revenue teams like airbnb, monday.com, Shopify, and Salesloft. In addition to traditional demand gen activities, Tara writes The Sauce Newsletter and hosts the Demand Gen Chat podcast.
Episode resources:
If you enjoyed this episode, please (with a cherry on top):
- Subscribe, rate, and review it on Apple Podcasts
- Follow The Notorious Thought Leader on Spotify
- Tell a friend!
More and more B2B marketers are talking about ‘thought leadership’ — some companies are even renaming their blogs the ‘thought leadership blog’. But what does it actually mean to be a thought leader? And how are top B2B marketers using thought leadership to generate new pipeline? Well, that is what The Notorious Thought Leader is all about. I will catch up with some of the most exciting thought leaders to discover more about their journeys to notoriety and what the heck thought leadership actually is!