PODCAST EPISODES
Ronan McDonnell (Managing Director, CMO Mojo), who shares proven strategies on how to go from outbound to a 95% inbound marketing approach. Ronan explained how B2B companies can best leverage inbound strategies for reducing headcount in sales, improve the quality of leads, and attract potential investors.
Layton Cox (Senior Director of Competitive Intelligence & Strategy Consulting, Sedulo Group), who shared his experience and provided valuable insights on how to strengthen your B2B differentiation with competitive intelligence. Layton emphasized the importance of primary research over the reliance on secondary data, and elaborated on the value of internal data and direct competitor insights.
Maggie Carey (CEO, Master It Media LLC), who shared proven strategies on how B2B businesses leverage social media for exponential growth. Maggie explained why a human-centric approach focusing on addressing client pain points and storytelling is crucial. She also elaborated on the winning Three C’s Framework: consistency, clarity, and capacity.
Michael Clark (Chief Marketing Officer, Infrascale), who shared proven strategies on how marketing teams can drive growth with fewer resources. Michael highlighted the importance of marketing agility, leveraging real-time data, and integrating customer feedback into marketing decisions. He also stressed why aligning marketing teams with sales and other internal stakeholders using metrics like pipeline and revenue is critical to success.
Jason Kramer (Founder & CEO, Cultivize), who shared his experience and expertise on how to transform B2B marketing into a profit center. Jason highlighted the importance of linking marketing initiatives to sales results and collecting vital data such as referral sources. He also elaborated on how to use CRM platforms to track leads and stressed the need for stronger marketing and sales alignment.
Kenny Ridgell (Founder, Ridge Media LLC) shared tried and tested strategies on how to leverage actionable metrics to drive predictable growth. Kenny emphasized the importance of understanding a company’s sales cycle, prioritizing high-impact metrics, and simplifying data analysis. He also elaborated on how integrating CRM systems can improve marketing attribution and enable full-funnel visibility.
Jeff Hoffman (Founder & Chief Revenue Officer, Jeff Hoffman, CRO), who shared best practices and strategies on how to gear teams up for phenomenal business success. Jeff highlighted the disconnect that arises when marketing teams hand off unqualified leads to sales. He also emphasized the need for creating a collaborative sales and marketing framework, including sales involvement in lead generation and developing marketing strategies.
Tye DeGrange (CEO, Round Barn Labs), who shared tried and tested strategies on how B2B marketers can build trust for better results. Tye emphasized the importance of partnering with trusted industry voices such as influencers and affiliates to help build trust, demonstrate expertise, and drive measurable results. He also elaborated on how technology, social media, content authenticity, and customer persona alignment impact trust-building initiatives.
Chris Silvestri (Founder & Conversion Copywriter, Conversion Alchemy), who shared some proven strategies on how B2B SaaS marketers can achieve strong message-market fit.Chris explained why effective conversion copywriting is more than just clever words – it’s about capturing insights from customer research, team alignment, and understanding buyer psychology.
Raja Walia (CEO & Founder, GNW Consulting) who shared some proven strategies on how to optimize your martech implementation for marketing success. Raja emphasized the importance of aligning technology with business goals to set your team up for long-term success. He also shared some common pitfalls that teams should avoid and stressed the need for proper planning, accountability, and enablement.
Brynna DeSantiago (Head of Marketing, Encapture) on how to leverage events to drive B2B marketing success. Brynna discussed the importance of personalized outreach, common event marketing mistakes to avoid, and how smaller, more targeted events can deliver greater impact. She also highlighted the critical role of sales and marketing alignment and to conduct effective post-event follow-ups.
Andreas Voniatis (Founder, Artios.io), who shared proven strategies on how to future-proof your B2B content marketing strategy for AI search engines. Andreas emphasized the need for high-quality, insight-rich content that adds unique value to target audiences. He also highlighted the key differences between traditional SEO and SEO needed for AI search engines, and talked about common pitfalls to avoid.
Skip Wilson (CEO, Draft Media Partners) on how to turn around an underperforming marketing campaign. Skip highlighted the importance of recognizing that every campaign has room for improvement. He discussed why a systematic approach is important and why the need for clear audience targeting and effective messaging is paramount.
Brook Shepard (Founder & CEO, Mason Interactive), who shared proven strategies on how to think creatively and get new customers in B2B. Brook emphasized the importance of focusing on breaking through the noise rather than just relying on technology. He also highlighted the need to understand churn ratios, set specific customer targets, and advocated for a diversified media strategy.
Sivan Ohavim (CEO, Elevate Media), who shared insights on how B2B companies can strategically leverage LinkedIn to grow their audience and generate qualified leads. Sivan discussed why personalized outreach outperforms generic campaigns and talked about how to build targeted, high-quality lead lists that focus on specific buyer pain points.
Rebecca Shaddix (Founder & Managing Partner, Strategica Partners) on how to turn complex data into actionable B2B marketing strategies. Rebecca emphasized the importance of setting a clear strategy and highlighted the need for defining acceptable mistakes, aligning cross-functional teams early, and avoiding common pitfalls that impede performance.
Ermeric Ernoult (Co-Founder, Agorapulse), who shares powerful insights on how to drive B2B marketing success with social media. Emeric explained how to measure social media success and which approach he recommends marketers leverage for better results. He also provided actionable tips on how to get buy-in from senior management, outlined the key pitfalls to avoid, and elaborated on how marketers can simplify attribution to ensure they’re focusing on the right metrics.
SaaS marketing expert Scott Cate (Founder, 301.Pro), who shares powerful insights on how sophisticated link management unlocks growth for B2B companies. Scott explained what Time-of-Day Marketing is, what it means for B2B businesses, and how marketers can use it to improve engagement and conversion rates.
B2B SaaS marketing leader Brandon Ring on how teams can leverage HubSpot for B2B marketing success. Brandon discussed why teams are setting themselves up for failure if they don’t fully utilize HubSpot and emphasized the benefits of lead scoring, closed-loop reporting, and evergreen campaigns.
Tom Schwab (Founder & Chief Evangelist Officer, Interview Valet) on how strategic marketing leads to more profitable clients. Tom discussed why high-level clients are more responsive to meaningful conversations, such as targeted podcast interviews, rather than the conventional marketing funnel. He also emphasized the importance of understanding the client’s unique needs and leveraging data-driven research to identify the right platforms.
Bill Rice (Principal Consultant, Bill Rice Strategy Group) on how 90-day marketing plans drive predictable growth in B2B. Bill outlined a proven framework for the 90-day marketing plan that strikes a balance between strategic planning with tactical execution. He also shared insights into common pitfalls to avoid, the importance of simplifying marketing tools, and the need for cross-functional collaboration to achieve success.
James Hurman (Founding Partner, Previously Unavailable) on how creativity leads to better results in B2B marketing. James emphasized the need for evidence-based marketing, advocating for a balanced budget between brand building and sales-focused advertising. He also outlined the pitfalls to avoid, the significance of executional quality, and the impact of familiarity bias.
Rai Cornell (Founder & CEO, Cornell Content Marketing) on how to get 90% pre-sold buyers using psychology-driven marketing. Rai advised against using manipulative tactics and emphasizes the power of long-form content to attract and engage audiences. She also discussed common pitfalls to avoid, the role of humor in building rapport, and the importance of prioritizing long-term content success over short-term revenue gains.
Dan Balcauski (Principal Consultant, Product Tranquility) on how customer segmentation directly influences B2B pricing strategies. Dan did a deep dive into the value cascade, which includes use value, exchange value, perceived value, and willingness to pay.
Becky Lawlor (Head of Content and Research, Redpoint) on how to discover what content drives B2B buyers to act. Becky emphasizes the importance of original research-based content in B2B marketing. She also outlined the key pitfalls to avoid, revealed which content formats are valued by buyers, and offered some practical tips on conducting interviews and crafting customer stories.
Aya Saad (CEO, Vivian Agency) on how B2B companies can effectively utilize affiliate and influencer programs to propel growth. Aya highlighted what she believes the “untapped opportunities” are for B2B, and outline some of the key do’s and don’ts for successful affiliate and influencer marketing.
Laurier Mandin (President & CEO, Graphos Product) on how small B2B marketing teams can outperform larger competitors. Laurier highlighted how having a deep understanding of customer needs and developing a solid go-to-market strategy can lead to success. He also mentioned key pitfalls to avoid and provided actionable advice for validating a business, product, or service idea without a massive research budget.
Pete Fairburn (Co-Founder, Morphsites) on how B2B marketing teams can optimize their measurement strategies for better results. Pete highlights common pitfalls to avoid, the importance of tracking the entire lead lifecycle, and how to analyze data to act on valuable insights. He also elaborates on the critical need for collaboration between marketing and sales teams, leveraging AI for task automation, and creating a continuous feedback loop to improve campaigns.
Host Christian Klepp summarizes the B2B marketing highlights of 2024. He discusses the different B2B marketing categories, talks about the guests, and provides tips on what the audience would find useful in each episode.
Wes Bush (Founder, ProductLed) on how to create a winning B2B product strategy. Wes explained why he believes product-led growth (PLG) is only half the story, and what pitfalls product marketers should avoid. He also elaborated on the need for a solid system, growth process, and lean team.
Elzie Flenard III (Founder & CEO, Podcast Town) on how B2B companies can build strong communities for growth. Elzie advised against quick, superficial, and transactional efforts and emphasized the need for intentionality, understanding the audience, and building trust. He also discussed the key pitfalls to avoid and provided examples of how communities can help B2B companies become authorities in their niche.
Eisha Armstrong (Executive Chairman & Co-Founder, Vecteris) on how to effectively promote productized B2B services for maximum impact. She explained why the successful commercialization of productized offerings are much more than marketing campaign and training sellers. She also highlighted the main pitfalls to avoid, what the biggest obstacles are when companies productize, and how they can get to revenue faster and more efficiently.
B2B content expert Jamie Woodbridge (Co-Founder, TheInboxClub) on how to implement better B2B email marketing campaigns. Jamie discussed the untapped potential of email marketing and the importance of first-party data and high-quality subscribers. He also highlighted the pitfalls to avoid, key metrics to focus on, and how data privacy and AI impact email marketing.
Jessica Deckinger (Operating Partner, Clearhaven Partners) on how B2B companies can use videos to improve every part of the customer journey. During our conversation, Jessica dispels the common misconception that video production is a huge endeavor that requires specialized skills and expensive resources. She also highlights which pitfalls to avoid, and how to get internal buy-in.
Hamish Knox (CEO, Sandler Calgary) talks about how B2B sales and marketing can work together to generate better results. He explained why this conflict persists and what pitfalls to avoid. He also provided actionable tips on how marketing can proactively work with sales and how to get them involved in upcoming marketing initiatives that will resonate with customers.
Dale Thomas (Founder, ActionableOps) on how B2B marketers can leverage AI for market research. During our conversation, Dale reiterated the importance of embracing the use of AI for research purposes. He also highlighted the pitfalls to avoid and how B2B marketers can better organize their approach when they plan for market research, find experts, and synthesize data.
Indrek Poldvee (Chief Executive Officer, B2B Growth) on how B2B marketers can leverage the untapped potential of LinkedIn. Indrek explained what LinkedIn’s untapped potential is and what pitfalls to avoid. He also highlighted the importance of having a good LinkedIn profile and why an understanding of your target audience, having the right strategy, and the right messaging are paramount. He provided us with some actionable tips.
Jessica Malnik (Founder, JM Content Group) on how marketers can build a content moat that creates lasting results for B2B brands. She talked about why she thinks the current B2B content marketing playbook is broken. She also highlighted the pitfalls that B2B content marketers should avoid, what the content moat consists of, and how content marketers can use AI ethically.
James Hipkin (CEO & Founder, Inn8ly) on how avatars of your target audience and buyer’s journey maps are crucial to B2B marketing success. James elaborated on the pitfalls that marketers should avoid and what important aspects of customer research they should focus on. He also provided tips on how to get internal buy-in to conduct the relevant research.
Shreya Banerjee and Paul Counts (Co-Founders of Marketing Counts) on how to build profitable organic B2B content strategies. Shreya and Paul highlighted the pitfalls to avoid and provide tips on the type of research that should be conducted. They also explained why a well-defined customer avatar and a mix of content types are important, and which metrics to pay attention to.
Dilara Cossette (Founder & Head of Demand Generation, Focus Image Pro) on how marketers can leverage social selling through brand ambassadorship. Dilara explained the importance of personalization and being intentional in content creation. She elaborated on how to get buy-in for social selling, and how to work with subject matter experts (SMEs) and obtain testimonials.
Ren Agarwal (CEO, StoryAZ Studio) talks about the instrumental role that marketers can play in a global crisis. He elaborated on the new skills and approaches marketers need to address expected and unexpected volatility. He also provided advice on how teams can better prepare their organizations internally to respond to external challenges.
Eisha Armstrong (Executive Chairman & Co-Founder, Vecteris) on how B2B companies can successfully sell and market productized services. Eisha talked about the “7 deadly sins of productization” and highlighted the challenges to transitioning from a customized to a productized approach.
Marketing Max (Founder, Marty Capital) on how B2B marketers can identify what’s not working and effectively fix their marketing efforts. Max talked about the pitfalls that marketers should avoid and highlighted the importance of having clear messaging, consistent touchpoints, and understanding customer needs.
Donnie Boivin (CEO, Success Champion Networking) about how B2B marketers and other professionals can harness the power of networking for growth. During our conversation, Donnie highlighted why most networking falls flat, what pitfalls to avoid, and the importance of having a networking and follow-up strategy.
Ton Dobbe (Founder/Chief Inspiration Officer at Value Inspiration) on how B2B SaaS companies can become more remarkable and discover their hidden values. Ton talked about the pitfalls that B2B SaaS companies should avoid, how they can uncover “invisible things”, and provided some actionable tips on how they could become unique and ignite further growth.
Chris Mercer (Co-Founder, MeasurementMarketing.io) about how B2B marketers can effectively leverage data in a way that’s actionable and generates better results. During our conversation, Mercer highlights the pitfalls to avoid and walks us through the process of developing the right measurement marketing approach.
Robb Conlon (Founder, Westport Studios) on how companies can incorporate podcasts into their marketing strategy. Robb discussed why there are many untapped opportunities in B2B podcasting and which pitfalls to avoid. He also explained how to get buy-in from senior management for podcasts, the importance of understanding who your ideal listeners are, and provided actionable tips.
Jeff Coyle (Co-Founder and Chief Strategy Officer, MarketMuse) on how companies can utilize SMEs for strategic differentiation. He explains why “the rise of the SME” is already here and what pitfalls marketers should avoid. He also talks about how to get buy-in from SMEs, and how they can shed light on key insights that will be instrumental in creating the right marketing assets.
Gee Ranasinha (Founder & CEO, KEXINO) on how marketers can build trust with senior management and other business units. Gee discussed the pitfalls marketers should avoid, the importance of understanding your audience, and why it’s imperative to find those internal champions within the organization.
Naomi Soman (Founder, Storylogick Consulting) on how B2B marketers can develop the right personas to adapt the B2B messaging across the funnel. Naomi highlighted the pitfalls to avoid and how marketers can leverage customer research to create personas that are actually useful.
Joe Sweeney (Content Marketing Strategist, The Content Marketing Commute) on how B2B marketers can develop truly differentiated content. Joe highlighted the pitfalls to avoid and discussed the importance of conducting research and why B2B marketers should build relationships with subject matter experts (SMEs).
Dr. Masha Petrova (CEO, Nullspace) on how B2B marketers can market complex products to engineers. Masha talked about the pitfalls to avoid and how marketers should probe properly to extract better insights from engineers. She also talked about the importance of finding an engineer who can be the subject matter expert and advocate for the company.
Sam Dunning (Founder, Breaking B2B) about how companies should create websites for revenue, not vanity. Sam highlights the “deadly sins” of B2B websites, how to fix them, and which SEO pitfalls to avoid. He also leaves us with some actionable tips on how to build SEO from scratch for your website.
Robin Schaffer (Principal AR Consultant, Schaffer AR) on how smart B2B marketers can start conducting outreach to analysts. She talked about what relationships with analysts entail. She also elaborates on the pitfalls to avoid, the process of analyst outreach and relationship building, and how to craft the right pitch.
Joran Hofman (Founder, Reditus) on how B2B companies can help to build trust through partnerships. During our conversation, Joran discussed the pitfalls to avoid, what is needed for an effective partnership outreach, and why B2B companies should use influencers.
Eddie Saunders, Jr. (Founder, Speak Friend) on how B2B companies can craft better demand-generation campaigns that deliver measurable results. He discussed why it’s important to start with a campaign audit. He also highlighted which pitfalls to avoid and which key metrics to focus on.
Eric Melchor (Founder, B2B PodPros) on how B2B companies can grow through podcasting. He discussed why this is an untapped opportunity for B2B brands and highlighted which pitfalls to avoid. He talked about the 3 ways to grow, the importance of having a good pitch, and which metrics to pay attention to.
Hugo E. Gomez (Founder/Legal Marketing Strategist, Abogados NOW) on how B2B companies can leverage cultural and linguistic insights in their marketing campaigns. Hugo discusses which pitfalls to avoid and what roles multicultural best practices and data play in his field.
Casey Hill (Senior Growth Manager, ActiveCampaign) highlights the importance of setting the right goals and performance indicators, and how to think about attribution thoughtfully. He also highlights the pitfalls to avoid, the importance of segmentation and personalization, and some recent trends that B2B marketers should be aware of.
Alexander Ferguson (Co-Founder & CMO, TeraLeap) on how marketers can craft better customer success stories that are interesting and engaging. He talks about the pitfalls to avoid and what marketers should look for when conducting customer interviews. He also provides actionable tips that marketers can implement immediately.
Anthony Leung (Founder, Mean Write Hook) on how marketers can better leverage the LinkedIn platform. Anthony talks about why a lot of content falls flat (and what can be done about it), what pitfalls to avoid, and why you should conduct research before writing anything. Anthony also talks about whether companies should or shouldn’t be leveraging B2B influencers.
Linda Melone (Conversion Copywriter & Strategist, The Copy Worx) on how companies need to have a strong value proposition. Linda explains the importance of having a value proposition and the pitfalls to avoid. She also explains what you should look out for when conducting customer interviews, how to leverage AI the right way, and provides actionable tips.
Cristina Daroca (Head of Americas Marketing, Riverbed Technology) on how to optimize the experience for customers and prospects for ABM. Cristina talked about why ABM is not going anywhere anytime soon, the importance of conducting customer research, and what pitfalls to avoid. She also provides actionable tips that B2B marketers can take and what key metrics they should focus on in ABM.
Matt Bell (Founder & Principal Consultant, MessageUp) on how B2B companies can optimize the B2B buying experience. During our conversation, Matt discussed some recent trends that B2B marketers should be aware of and what pitfalls to avoid. He also provides actionable tips on how the digital buying experience can be improved.
Michelle Bassett (Founder, BIZQOR) on the value of leveraging behavioral analysis and data analytics for better B2B marketing results. Michelle talks to us about what these specialized fields help organizations to solve and what pitfalls to avoid. She also provides us with some actionable tips on how to make sense of all the data to get marketing budgets approved.
Joe Zappa (Founder and CEO, Sharp Pen Media) unpacks how B2B MarTech companies can develop a strong brand narrative. Joe also talks about the pitfalls to avoid and how marketers should adapt to the changes in the B2B MarTech landscape.
Steve Goldhaber (CEO, 26 Characters) talks about the five common barriers to solving problems, what the six core business problems are, and the six effective techniques that B2B marketers can use to discover the real problem that they’re facing. He also elaborates on the different visions for a content marketing program.
Serial B2B entrepreneur and community builder Lloyed Lobo (Co-Founder, Boast.ai) on what it takes to build a great community. Lloyd also highlights the pitfalls that marketers should avoid, how you can add value to members of your community, and how to keep members engaged so that they come back for more.
Julian Lumpkin (Founder & CEO, SuccessKit) on how B2B companies can accelerate sales at different stages of the sales process with case studies and video testimonials. Julian talks about what he thinks is slowing sales down, and he also provides the audience with great tips on how to create better case studies,.
Brandon Lee (Founder, Fist Bump) talks about what social selling IS and ISN’T, and how it can be used to fill that trust gap between companies and sales. Brandon also highlights the pitfalls to avoid, and why commenting as well as engaging is just as important as posting content on platforms like LinkedIn.
Dustin Tysick (VP of Revenue, Testimonial Hero) on how video testimonials can help to close that trust gap. During our conversation, He explains how the way B2B buying behaviors have changed, and how marketers can build trust and credibility throughout the different stages of the buyers’ journey.
Samantha Lloyd (Co-Founder and Managing Director, Skeleton Krew) on how B2B marketers can create an effective content distribution plan that helps to drive sales. Samantha also talks about the importance of outreach, what pitfalls to avoid, and what metrics to pay attention to.
Joel Klettke (Founder, Case Study Buddy) talks about how to create case studies and video testimonials that sell in B2B. He explains why storytelling from the customer’s point of view is paramount and the importance of understanding customers as well as their buying journey. Joel also provides some actionable tips.
Jason Westgeest (Marketing and Innovation Manager, Guardian Chemicals) on what it takes to stand out in a specialized B2B industry. During our conversation, he talks about why many companies use a risk-averse approach in their marketing, what mistakes to avoid, and how to get buy-in from senior management.
Deanna Shimota (CEO, GrowthMode Marketing) on how B2B companies can utilize demand generation to yield better marketing results. In our discussion, Deanna talks about how the way B2B prospects buy has changed and the importance of having a deep understanding of customers as well as their buyers’ journeys.
Jasmine Martirossian (Chief Marketing Officer and Chief People Officer, Mercury) talks about the biggest challenges that B2B marketers face. She elaborates on the mistakes that B2B marketers should avoid and how to get buy-in from other business units for marketing initiatives. Jasmine also talks about how marketing can be the “voice of the customer” in the organization, and more.
Global events expert Muhammad Younas (Founder and CEO, vFairs) talks about the latest trends in the B2B events industry and how B2B marketers can capitalize on these. He also elaborates on the mistakes to avoid, how to strategically utilize data, and highlights the metrics that B2B marketers should pay attention to.
Jim Kraus (President, Buyer Persona Institute) talks to us about how buyer personas can and should be leveraged by marketing and sales teams. He talks about the top challenges facing marketers today and how organizations should use buyer persona insights to improve performance.
Martech expert Dan Radu (President & Founder, Macromator) talks about the role that digital technology can play in enhancing customer experience. During our conversation, Dan elaborates on how a company can scale with good CX, how digital technology can be leveraged, and what mistakes to avoid.
Ren Agarwal (CEO, StoryAZ Studio) helps to debunk some myths around AI and content marketing. Ren talks about the importance of leading with strategy and research, and how content marketers can leverage AI and machine learning to improve their work. Ren also highlights the mistakes to avoid, the limitations of AI, and elaborates on some future trends.
Ali Schwanke (CEO & Founder, Simple Strat) discusses the importance of growing B2B platforms to organizations and what mistakes marketers need to avoid. She also elaborates on the different components required to effectively grow your B2B content platforms, what metrics to pay attention to, and what actions marketers can take immediately to improve how they scale their content platforms.
B2B content marketer Chris Rapozo (Marketing Specialist, Hannon Hill) talks about building trust with target audiences by telling better stories. He talks about why B2B companies need to focus less on their product or service features and more on how they are able to solve their customers’ challenges, and more.
Language expert Wendy Pease (President, Rapport International) on how businesses can become culturally relevant with the wonders of high-quality translation, localization, and interpretation. Wendy talks about how successful global marketing should start with the right corporate strategy and why it’s also important to understand the language and culture of the market that companies are entering.
Tom Hunt (Founder and Head of Account Management, Fame) about what marketers need to do to stay at the top of their game. Tom elaborates on how using a niche-focused podcast adds incredible value to a B2B target audience, what mistakes to avoid, the trends and shifts that are impacting B2B marketing, and what marketers can do right now to improve their revenue-generating activities.
Webinar expert Melissa Kwan (Co-founder and CEO of eWebinar) on how B2B marketers can effectively scale their demos as well as their onboarding and training with a personal touch by automating webinars. Melissa gives insights on how the role of marketers is changing in the ever-dynamic digital marketing sphere and how the adapt effectively to best suit their customers’ needs as well as facilitating a more efficient business system.
Brand expert Chris West (CEO, Verbal Identity) about how B2B brands can develop the right language and tone that will improve their communication, positioning, and other facets within their ecosystem. He also provides some actionable tips on what B2B marketers can do to improve the language they use for their brands.
Marketing expert Andrew Davies (CMO, Paddle) explains the importance of a strategic narrative for B2B. Andrew talks about why it’s crucial to start with conducting research and a strategy. He also elaborates on the 5 main narrative approaches to consider when crafting a message.
Part 3 of our miniseries – we talk about the bottom of the B2B marketing funnel with experts Kylie Lang (Quiz Funnel Strategist, Kylie Lang) and James Hipkin (CEO & Founder, Inn8ly).
Tune in to Part 2 of our panel discussion where we speak to B2B marketing experts Kylie Lang (Quiz Funnel Strategist, Kylie Lang) and James Hipkin (CEO & Founder, Inn8ly) about the middle of the marketing funnel.
Tune in to Part 1 of our panel discussion where we speak to B2B marketing experts Kylie Lang (Quiz Funnel Strategist, Kylie Lang) and James Hipkin (CEO & Founder, Inn8ly) about the top of the marketing funnel.
Eric Fulwiler (Co-Founder & CEO, Rival) explains the importance of B2B firms being brand-led instead of sales-led, what mistakes marketers should avoid, and what content pieces and experiences generate the best results. He also provides some tips that marketers can immediately implement and what metrics they should be paying attention to.
Donovan Chee (Head of Marketing and Communications Southeast Asia, Bureau Veritas) elaborates on the importance of creativity in storytelling, why B2B companies should deviate from focusing solely on products and services, and why having first-party data is crucial. He also provides great examples of what good storytelling in B2B looks like.
Alexander Ferguson (CMO and Co-Founder, TeraLeap) elaborates on how B2B companies can leverage videos to increase trust and achieve significantly shorter sales cycles. He also shares his top video DOs and DON’Ts, some actionable tips, what metrics to focus on, and what’s in his “video tech stack”.
Harry Morton (Founder, Lower Street) shares the lessons that he’s learned from launching and growing more than 50 revenue-generating B2B podcasts. He also lets us in on his secrets to attracting your ideal audience, how to keep them engaged, and how to ultimately grow your revenue and impact.
teffen Hedebrandt (Chief Marketing Officer and Co-Founder, Dreamdata) elaborates on the importance of understanding and mapping the customer journey, what mistakes to avoid, the importance of having the right strategy and research, and what metrics B2B marketers should focus on.
Jonathan Kazarian (Founder & CEO, Accelevents) talks about how B2B marketers can fix the event attribution gap, the importance of using personalization in your event follow-up, why first-party data is so crucial, as well as which key metrics and major trends to focus on.
Kathryn Strachen (Founder, Copy House) on developing content that builds relationships and converts prospects. She talks about how B2B content has changed, why creating customer avatars and conducting research is important, what metrics to focus on, and why you need both quantity and quality to succeed.
Christian DeGobbi (Marketing Director, Spruce Technology, Inc.) on what it takes to develop an effective B2B brand, why branding is a MUST HAVE for B2B companies, the different parts of a brand strategy, and how to measure the effectiveness of your brand efforts.
Karin Samoylova (Global Product Communications Manager, Digital Portfolio in Robotics – ABB) talks about the differences between a GTM and a communications strategy, the components of each strategy, and what mistakes to avoid.
Guerlyne Guercy (Communications Manager – People & Communities, Cisco) on the vital role that communications professionals play within an organization. Guerlyne also shares her experience on how to deal with internal pushback, and what metrics to focus on.
Mark Stagi (VP of Customer Success, Avoma) about why proactive engagement should be the top priority for CS teams across the board. Mark also discusses the mistakes to avoid, and what steps they can take to be more proactive with accounts.
CS expert Firaas Rashid (Founder & CEO, Hook) on what he believes are other customer success metrics that truly matter, mistakes to avoid, the importance of getting input from customers who are engaged and disengaged, and how teams can improve on CS.
Christian Klepp (Co-Founder/Director of Client Engagement, EINBLICK Consulting Inc.) discusses how AI can be utilized in B2B marketing. He talks the benefits of using AI in marketing, what tools to use, what marketers should consider before investing in AI.
Mark Stouse (Chairman & CEO, Proof Analytics) on what he believes the greatest enemy of a CMO is. He also elaborates on why it’s important for marketers to understand how their organization generates revenue and how their efforts should impact sales.
Stacey Danheiser (Founder & CMO, SHAKE Marketing) on why many B2B companies are drowning in a “sea of sameness”, what mistakes to avoid, and the importance of conducting market research. Stacey also talks about the 5 competencies that every B2B marketer needs to stand out and how they can position themselves and their companies more strategically.
Darshan Mehta (Founder, iResearch.com) talks to us about the importance of getting to that “Aha!” moment, why having structured curiosity is paramount to success, what mistakes to avoid, what metrics to focus on, and some tips on how to generate better insights from market research.
Ethan Beute (Chief Evangelist, BombBomb) talks about what he calls “the case against digital pollution” and how B2B marketers and their companies can rise above the rest, generate attention, build trust and relationships, and grow revenue through a human-centered communication approach.
Casey Cheshire (Founder & CEO, Ringmaster Conversational Marketing) on why podcasting is an important part of the B2B marketing mix, what mistakes to avoid, and the
importance of understanding who your ideal guest (and audience) are. He also elaborates on some key metrics to measure and what major challenges podcasting faces.
Sandra Long (LinkedIn Trainer & Speaker, Post Road Consulting) talks about what social selling is NOT, the importance of having the right strategy and content, and why B2B companies need to use thought leadership for strategic differentiation on LinkedIn.
Vladimir Blagojevic (Co-Founder, Fullfunnel.io) on the importance of conducting research, understanding your ICP, and what mistakes to avoid. He also provides tips on how to use demand gen and warm up accounts to generate better results.
James Scherer (VP of Growth, Codeless) on how to address the content performance challenge using the pillar and post approach. He also elaborates on what mistakes to avoid, the importance of strategy and research, and what metrics to pay attention
Matt Young (Chief Executive Officer, UserVoice) on where the great misalignment between product and marketing teams lies, what “bridge building” tactics they can implement for better collaboration, and what metrics they should be paying attention to.
Lina Lotta Landgraf (Digital Marketing Specialist, Dassault Systemes) on why people in B2B organizations need to develop their personal brands, some mistakes to avoid, and the benefits of creating good as well as relevant content on LinkedIn
Julius Solaris (VP of Marketing Strategy – Events, Hopin) talks about the major events industry trends and shifts, what mistakes to avoid, and how B2B brands should think about events as a channel to generate demand.
Mark Raffan (Founder/CEO at Content Callout and Negotiations Ninja) talks to us about why marketers face pushback, what mistakes to avoid, and how thought leadership content can directly influence revenue. He also elaborates on how to get buy-in from decision makers.
Michael Buzinski (President/CMO, Buzzworthy Integrated Marketing) breaks down the approach that he’s been successfully teaching B2B service companies to generate more qualified leads and revenue from their websites for years.
Dmitrii Kustov (Marketing Director, Founder at Regex SEO) talks about why paid advertising should be part of the marketing mix, how it works together with SEO, and what common mistakes to avoid.
Marketing technologist Yaagneshwaran Ganesh (Director of Marketing, Avoma) talks about what B2B marketers can do right now to improve their content marketing to generate more revenue.
AI expert Pankil Shah (CEO & Co-Founder, Outranking.io) about why using AI to create quality content at scale makes sense, why a “strategy first” approach is imperative, and AI trends that B2B marketers should be aware of.
Esteban Sanchez Botero (Senior Marketing Strategist, Centrico Digital) on the importance of developing a strategy for marketing automation, what mistakes to avoid, and some of his recommended tools.
Candyce Edelen (President/CEO, PropelGrowth) on why B2B marketers and salespeople should get comfortable using LinkedIn, what mistakes to avoid, and how they can develop better (not more) content that will resonate as well as generate the right responses from target audiences.
James Hipkin (CEO/Founder, Inn8ly; CEO/Managing Director, Red8Interactive) talks about the key components of a successful digital marketing strategy, what a good B2B website should include, and why it’s crucial to have an “outside in” approach.
Ryan Morgan (Digital Marketing Strategist, Swell Digital/Founder, the SEO Cohort) helps us to demystify SEO by elaborating on what to focus on, why it’s important to use a strategy first approach, and why knowledge of SEO makes you a better writer.
Liz Fendt (Global Chief Marketing Officer, TÜV SÜD) talks about why she believes diversity and innovation go hand in hand in B2B organizations, the barriers that need to be addressed, and why diversity of thinking is imperative to overall growth and team performance.
Walter Zepeda (Co-Founder, Scalefront) discusses the importance of creating high-value client relationships, the components of a successful CS approach, as well as trends that are shaping the future of CS.
Briannah Fisher (Marketing Director, Moola Inc.) on how she has addressed the challenges of having a remote team working almost entirely online. She also discusses the importance of having the right systems and processes in place, and why checking in with team members regularly is crucial.
Stefan Smulders (CEO & Founder, Expandi) on how he teaches people to use automation in a way that is personalized, builds authentic relationships, and enables B2B businesses to improve their professional outreach at scale.
Verl Allen (CEO, Claravine) discusses the different aspects of the data integrity spectrum: What causes databases and datasets to become fragmented, how data can deliver effective ROI for brands, his tips on creating better data integrity, and how data can be used to break silos within organizations.
Wally Thiessen (Customer Success Leader and Member of the Board, Toronto CXPA) on the importance of CS within organizations, how data can be leveraged to optimize CS, and what the components of a successful CS approach are. Wally also talks about how sales and customer success alignment creates much-needed synergy, and how organizations should address the challenges that they are currently facing with CS.
Jeff Coyle (Co-Founder and Chief Strategy Officer, MarketMuse) on how artificial intelligence (AI) can be leveraged to break silos and be a “great unifier” within large B2B organizations, especially when it comes to content and communication. Jeff also talks about how an AI-powered approach can be used to understand the behavior of the target audience, create predictability in marketing, and deliver better results for B2B organizations.
Justin Brown (Co-Founder, Motion) talks to us about the importance of repurposing the podcast into premium audio, video, as well as written content. He also elaborates on why he believes this approach builds credibility and trust, the dangers of “pod fade”, and whether you should monetize your podcast.
Declan Mulkeen (CMO, strategicabm) about how ABM can help to unify marketing, sales, and other functions within the organization to do the impossible to enable sales to win accounts, and why you should use a “strategy first” instead of a “technology first” approach.
Tom Whatley (Founder & CEO, Grizzle) on how you can generate demand as well as organic growth using B2B content. During our conversation, Tom explains the importance of understanding your target audience and how conducting the relevant market research will help you to generate insights to develop relevant content.
Sam Moss (Co-Founder, 1ClickAgency) on what makes a great and effective B2B website, and what marketers can do to improve conversions, and what some of the most recent design trends are. Sam also talks about the importance of keeping it simple while standing out and why it’s imperative to understand your target audience before you develop content and invest in SEO.
Connor Dube (Director of Sales and Marketing, Active Blogs) on what social selling is or isn’t, and how marketers and salespeople can leverage this approach to build more meaningful relationships with potential customers online. Connor also elaborates on some common mistakes, shares his tips on how to engage customers and prospects through social media, and discusses how to utilize social selling to build thought leadership.
Araks Nalbandyan (Director of Digital Marketing, 10Web) talks about what growth hacking is and isn’t, some common challenges, what her go to tools and software are, as well as the importance of getting and leveraging the right data to scale sustainably.
Dan McGaw (Founder & CEO, McGaw.io) talks about the importance of getting a company’s tech to talk to each other. Dan also elaborates on some of the common mistakes, what approach companies can use to streamline their tech stacks.
Mike Grinberg (Founder/CEO, Proofpoint Marketing) on the importance of having the right strategy and understanding who your best customers are and why you should target them. Mike also elaborates on the most common mistakes and misconceptions, and why it’s critical to focus on content consumption as well as developing the right message and value proposition for your campaign.
Johnas Street (Senior Global Social Media Manager & Senior PR, Cadence Design Systems) on how the social media landscape has changed for B2B, how B2B marketers can draw creative inspiration from B2C campaigns, as well as why it’s important to be purposeful and consistent with your content.
Brad Smith (CEO, Wordable) talks about why B2B companies need to be paying attention to the content that they’re developing, the key components of a B2B content strategy, the key challenges facing the industry, and some best practices when it comes to developing content that generates better results.
Mark Colgan (Co-Founder and CEO, Speak on Podcasts) on why it’s important for B2B marketers and founders to speak on podcasts. Mark also elaborates on some common misconceptions, best practices for being a good podcast host, how the podcasting ecosystem has changed, as well as the biggest challenges facing the industry.
Kathleen Booth (VP of Marketing, clean.io) talk about why protecting digital engagements is necessary, some of the most common online threats that could negatively impact customer experience, and why marketers need to take more ownership of digital engagements.
Justin Häne (Director, Brand and Communications, Softchoice) explains the importance of a strong B2B brand, why getting internal buy-in is crucial for progress.
Sam Kühnle (Director of Demand Generation, Refine Labs) elaborates on why B2B organizations need to humanize their brands.
Cydney Peyton Walton (Marketing Communications Executive, Cognosante) on common mistakes that she’s seen, and why data plays such an important role in GTM, what changes have occurred in the landscape, and what advice she would give to other B2B marketers in order to plan and implement a successful GTM strategy.
SEO expert John Vuong (Owner, Local SEO Search) talks about the crucial components to successful SEO, some of the most common mistakes and solutions, and how companies can improve their website ranking.
Lukas Hänsch (Buying Journey Specialist, Pathmonk) on what B2B companies can do to continuously improve the customer journey online, leverage data to qualify leads and enhance conversions.
Steve Brown (Director of Corporate and Executive Communications, Cadence Design Systems) on how B2B organizations can tell their brand story that resonates with employees, clients and partners.
Jasmine Matirossian (VP of Marketing, TÜV SÜD Americas Inc.) on how B2B companies can adjust their strategies based on changing market dynamics.
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