Sequel.io

Most marketing teams are still asking: “How do we get more out of this channel?” But the best teams have moved on. They’re asking: “How do we design a journey that actually converts?” Because here’s the reality: buyers don’t experience your brand in channels. They experience it as a sequence of moments. And if those moments don’t connect, performance breaks down. That’s exactly what Sara Hanley, SVP of Marketing at ASAPP, has been rethinking. When she joined, there was no structured GTM engine. No consistent pipeline definition. No shared source of truth. So she rebuilt it from the ground up: → Replacing “seller feel” with clear pipeline definitions → Designing around the full customer journey, not isolated channels → Using AI as a system—not just a set of tools On April 30 (tomorrow), she’s joining us live to break down what that actually looks like in practice. If you’re thinking about: - Moving beyond channel-based marketing - Building a repeatable, data-driven growth engine - Using AI to scale smarter, not just faster You’ll want to be in this conversation. Register here: https://lnkd.in/gsCkRATX

One thing that doesn’t get talked about enough: The experience of a webinar matters just as much as the content itself. Especially when your audience is developers. If the experience feels: • clunky • disconnected from the product • or overly “marketed” ... people check out quickly. Sentry has been very intentional about this. Their approach to webinars is built around: • creating a more trusted, brand-aligned environment • delivering technical, relevant content • making sessions feel interactive rather than passive In tomorrow's Masterclass, Alex B. from Sentry shares how that approach ties back to real outcomes: → 10% of sales-led pipeline engaging with demos → 58% conversion rate (vs ~45% before) → contribution to expansion across their customer base 👉 If you want to learn from the best of the best, you'll want to save your seat for this one: https://lnkd.in/gGPRCPFN

There’s a moment every marketer has seen: A prospect leans in. They’re engaged. Curious. Asking the right questions. You can feel it — this could convert. But by the time your team follows up… the moment is gone. This is the shift happening in B2B right now: Buyers don’t move through funnels anymore. They move in bursts of intent. One event. One conversation. One session where everything clicks. And most teams? Still built to respond after that moment has passed. We think that model is broken. So we’re doing something different. At 'Own the Moment' virtual summit (May 12), we’re bringing together operators, customers, and our product team to show: → What real-time marketing actually looks like in practice → How AI helps you understand intent as it happens → How teams are adapting their entire system around speed, not volume Because pipeline today isn’t about what you know, it’s about how fast you act on what your buyers are doing. 👉 Join us live: https://lnkd.in/gMA92cqa

“Websites are dead.” We hear that a lot. Usually right after someone tells us they’re doubling down on TikTok, podcasts, events, paid social, CTV, partnerships… you name it. And honestly? They’re not wrong to diversify. Modern marketing is pure channel fragmentation. There are more ways than ever to reach your audience, and most of them work when you run them well. But here’s the problem marketers are running into more and more: If you don’t have a true home base, you’re basically renting attention everywhere. Algorithms change. CPMs spike. Attribution gets messy. Your best-performing channel this quarter might stall next quarter. That’s why we don’t think websites are dead at all. We think the website is becoming even more important. Not because it’s where all discovery happens (it isn’t anymore). But because it’s where momentum should land. The part that’s changing is what happens after someone arrives. The traffic coming to your site is increasingly “later stage” than it used to be: People come after they’ve seen you a few times After they’ve asked an AI tool for options After they’ve compared alternatives After they already have a shortlist Which means your website’s job is shifting from “educate everyone” to “convert the right people.” A few practical questions we recommend marketers ask right now: If someone lands on our site with high intent, can they immediately tell they’re in the right place? Do we help them take the next step in under 30 seconds? Are we answering the questions they’re already bringing with them from search, social, or AI results? Do our pages guide decisions, or just describe features? Are we using the right on-site experiences to turn interest into action? Our take: the website isn’t dying. It’s evolving into the conversion engine that pulls all your fragmented channels together. Curious how others are thinking about this: Has your website become more important in the last year, or less? Thanks for sharing your insights with us and the Game Changers Community, Dave Steer!

Sequel.io has been nominated for MarTech Platform of the Year for the Demand & Expand awards — and I would love your help 🙏 We're up against some incredible companies, from high-growth startups like Vector to industry giants like Twilio. Being mentioned alongside these amazing companies is a huge honor. Here's why I care so deeply about this one. I didn't join Sequel because it was my next career move. I joined because I was a customer for 2 years and watched firsthand what this platform could do. When the opportunity came to lead marketing here, it was a no-brainer. Sequel is a webinar platform (a crowded category, I know) but it was built from first principles to do something no other webinar platform does: ⭐ Host webinars directly on your website ⭐ That one architectural decision unlocks everything: ✅ A seamless, on-brand experience for every attendee ✅ SEO lift from live and on-demand content hosted on your own domain ✅ A complete customer journey - what they did before, during, and after the webinar, all in one contact timeline ✅ Lead scoring and orchestration at the contact and account level, powered by the full data layer No other webinar platform can claim all of that, and it's only possible because of how Sequel was built. We are the David in a field of Goliaths. Our founders Oana Manolache and Andrei Ermilov are visionary, and this product is genuinely different - not just in what it does, but in how it thinks about the problem. If you believe in backing the builders who are doing things the right way from the ground up, we'd love your vote. If you're so inclined, to vote for Sequel for MarTech Platform of the Year, the link is in comments 👇 #DemandAndExpand #kathleenhq

What if the problem isn’t your channels… …but how you’re thinking about them? For years, marketing has been organized around channels: Paid. Email. Events. SEO. But buyers don’t think that way, and increasingly, neither should your team. Sara Hanley is part of a growing group of marketing leaders challenging that model. Her perspective: Channels are just inputs. The real system is the customer journey. At ASAPP, that’s led to a very different approach: → Designing marketing around behavior, not channels → Connecting data across the entire journey → Using AI to orchestrate and optimize in real time It’s a shift from campaigns → systems. From outputs → outcomes. From fragmented tactics → connected experiences. In our next CMO Series session on April 30th, Sara will break down how this actually works and what it takes to make the shift. Key takeaways: - Why channel-first thinking is limiting growth - What a modern, journey-driven GTM model looks like - How AI is changing execution at every stage Join us: https://lnkd.in/gsCkRATX