B2B Marketing Exchange – Details, episodes & analysis

In today’s AI-driven B2B environment, the true competitive advantage lies not in the technology itself but in how it’s leveraged to help marketers enhance the human experience. 

In this episode, Klaudia and Kelly sit down with Daniel Englebretson, AI Strategist and creator of the “Rule of 100” framework, where he revealed a practical blueprint for empowering B2B marketing teams to orchestrate highly relevant, authentic and contextual campaigns that put the human experience at the forefront. 

Throughout this discussion, Englebretson touched on how to: 

• Foster a mindset shift across organizations that give marketers a better understanding of the AI’s potential in enhancing human-centric marketing;
• Adapt marketing strategies to leverage AI capabilities, enhance processes to incorporate AI-driven insights and balance AI utilization with maintaining authentic human connections; and
• Develop an AI toolkit tailored for your team’s needs by implementing the "Rule of 100" for individual and team productivity gains; and
• Scale AI adoption across your organization using the ShiftOS framework.

RELATED LINKS: 

• Connect with Daniel Englebretson here;
• Learn more about B2BMX East, here;
• Register for B2BMX East to see Daniel’s presentation using this special 15% off code just for our listeners: MXPOD15; and
• Follow us on LinkedIn and X.

If you've spent hours looking at a stuck pipeline with the thought: "How can us as marketers do more to help accelerate this," this new episode of the B2BMX Podcast is for you. We're going back to Scottsdale to replay a session from our friends at Nexthink, titled: "The Golden Ticket: How To Build A Pipeline Acceleration Campaign."

Tune in if you have that "win and lose as a team" mentality and want to do all you can to help your sales colleagues to progress and win their deals (and, let's face it, hit their bonuses).

Jennifer Fields and Kaitlin Dell'Erario both work as Sr. Demand Gen Marketing Managers at Nexthink, calling themselves "Partners in Pipeline" who focus on integrated global customer upsell and new logo campaigns. In this episode, they will talk you through steps to building, learning and measuring success with pipeline progression tactics. You'll get an overview of elements to incorporate into a campaign designed to progress pipeline, including a fun direct mail campaign case study from Nexthink.

Tune in now to hear:

• Tactics to incorporate into a pipeline acceleration campaign; 
• How to work with internal stakeholders to ensure success; and
• Results from Nexthink's real-life case study “The Golden Ticket.”

RELATED LINKS: 

• Learn more about Nexthink here; 
• Learn more about B2BMX East, here;
• Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; and Follow us on LinkedIn and X.

When we think of Taylor Swift, we can't help but realize how much she has pushed the envelope and evolved creatively to please her audience. She knows how to take risks and experiment, and in this episode of the B2BMX Podcast, Forrester's VP, Principal Analyst Phyllis Davidson encourages marketers to follow suit. 

Experimentation is the key word here; without it, the tune of content and campaigns can quickly fall flat. According to Phyllis, experimenting with content personalization is critical to improving the customer experience. During their conversation on the show floor at the B2B Marketing Exchange in Scottsdale, co-host Kelly Lindenau and Phyllis dive into all things content strategy and operations, including: 

• The impact of generative AI on B2B strategies; 
• Why content intelligence is the next step beyond content measurement; 
• The role data plays in content intelligence, serving as the foundation for insights and actionable recommendations; 
• The importance of understanding audience needs and preferences to create effective content; and
• So much more!

Tune in now to get all the tips and tricks you need to take your content strategy to the next level!

RELATED LINKS: 

• Learn more about Phyllis Davidson here.
• Read up on the latest trends in content from Forrester here and here.
• Get all the information you need about our new event, B2BMX East, here;
• Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; and
• Follow us on LinkedIn and X.

In the middle of a major transformation of how companies go to market, 76% of global CEOs feel that their current business models will be unrecognizable in the next five years. Business ecosystems are the main reason why.  

In this B2BMX session replay, Jay McBain, Forrester’s Principal Analyst, Channels Partnerships and Ecosystems, will present actionable advice on the changing marketing landscape and how to participate/lead/thrive in ecosystems.  

Check it out to discover how to pivot channel messaging, content and campaigns to align with driving intra-firm value creation, leveraging network effects and incubating partner co-innovation all wrapped around an ecosystem opportunity.  

 
RELATED LINKS 

• Learn more about all things channel from Jay. 
• Check out the B2BMX: Next-Level ABM event live this week or on-demand.

Social media has come a long way since the Myspace days. It has even evolved to become a key channel for B2B brands to engage with buyers and consumers … and even close deals.  

B2C companies have a leg up on B2B companies when it comes to social media content, but modern B2B marketing teams have become very creative with the way they engage on channels such as LinkedIn, Twitter and Facebook. In this episode, host Klaudia Tirico sits down with Xenia Muntean, CEO and Co-Founder of Planable, a content review and marketing collaboration platform. Xenia is passionate about all things social media so we got the scoop on what it takes for B2B brands to stand out on social channels to reach audiences in a fun and engaging way. They discuss: 

• How social media content creation varies across B2B industries;  
• The role of social media content management and collaboration;  
• The steps orgs can take to unlock social media content's full potential;  
• Key considerations for scaling social media content; and  
• Unique examples of B2B social media content done right. 

 
RELATED LINKS 

• Learn more about Planable  
• Check out the new B2BMX: Next-Level ABM event 
  
  

So, you’ve got ABM plays running — and maybe they’re working — but what if they can get better? And what do you do next?  

In this B2BMX session replay, three-time ABM practitioner and implementer Jeremy Middleton will share an ABM foundation framework that he used at Kenna Security, including how it worked versus sales expectations, how to use the foundation to identify full funnel improvements and how to work with sales to make it all work.  

He’ll uncover unique insights such as:  

• Look at your tools after having a process in place — is it time to change or simplify?  
• Be picky at what tactics you run, and what tools to use to make them work.  
• Never change your strategy; you only improve it. You only change your process.  
• If you can’t make sense of your data, you’re starting too big.  

 
RELATED LINKS 

• Learn more about Kenna Security  
• Check out the new B2BMX: Next-Level ABM event

The marketing technology landscape is still growing at a rapid pace, leaving marketers to try and keep up with new software additions, integrations and acquisitions. Scott Brinker's 2020 Marketing Technology Landscape revealed more growth for martech solutions — reaching 8,000 solutions, a 13.6% lift from 2019.

So how do you go about building the right martech stack for your company? Well, Dan McGaw has got you covered. His book, “Build Cool Sh*t: A Blueprint to Creating a Marketing technology Stack,” shares all of his tips, tools and best practices for creating a powerful — and flexible — martech stack. And he’s on the B2BMX Podcast today to dive deeper into:

• The inspiration behind the book and what to expect from it;  
• The state of marketing technology;  
• The future of the martech landscape and what we can expect in terms of consolidation;  
• Tips for assessing and improving martech stack;  
• The key components of a martech stack, and the nice-to-haves;  
• The importance of having talent to manage the stack; and 
• So much more!  

RELATED LINKS 

• Learn more about mcgaw.io 
• Get your copy of Dan’s book “Build Cool Sh*t” 
• Check out the new B2BMX: Next-Level ABM event

If there was anything positive that came out of the Covid-19 pandemic and its effects on B2B businesses, it’s the amount of agility, creativity and innovation that marketers from all industries were able to pull off.  

One of those companies was Cedar, a patient payment and engagement platform for hospitals, health systems and medical groups that elevate the end-to-end patient experience. Their ability to scale experiential marketing by almost 2X to keep customers engaged and pipeline moving forward with a small team was truly mind-blowing.  

In this episode, we take a look back at a B2BMX session led by Cedar’s Experiential Marketing Manager, Adrienne Lichten and Senior Director of Demand Generation, Caryne Say, who shared their shift to virtual experiential marketing and how the company delivered 21 experiences to keep customers engaged as they remain focused on ABM goals. Listen in to get the full story and: 

• Get best practices for scaling into an experience-first marketing strategy;  
• Learn how to manage an end-to-end strategy virtually; and  
• Adapt your strategy within your budget.  

RELATED LINKS 

• Learn more about Cedar  
• Check out the new B2BMX: Next-Level ABM event 
  
  

Roll out the red carpet because Tamsen Webster is back on the B2BMX Podcast!  

In this episode, we talk to Tamsen about her upcoming book “Find Your Red Thread: Make Your Ideas Irresistible” and get all the tools and tips you need to succeed in bringing your great ideas to life in the B2B world. Specifically, Host Klaudia Tirico gets the scoop on:  

• The top strategies for B2B teams to find their Red Thread and build upon it;  
• The questions companies or individuals should ask themselves before presenting a big idea; 
• How to set yourself up for success;  
• Modern ways for presenters to get out of their heads and deliver a compelling presentation;  
• How can finding the Red Thread helps teams strengthen their strategies and improve internal collaboration and consistency; and 
• All the scoop about Tamsen's new book! 

RELATED LINKS 

• Learn more about Tamsen 
• Pre-order your copy of Tamsen’s new book 
• Listen to Tamsen’s Season 1 podcast episode  
• Check out the new B2BMX: Next-Level ABM event

This episode is sponsored by GrubHub.

Storytelling has become a powerful business tool because it begins and ends with empathy, drives an emotional experience with audiences and humanizes the brand at a deeper level.  

In this episode, Miri Rodriguez, storyteller and author of the book “Brand Storytelling: Put Customers at the Heart of Your Brand Story,” shares practical tools to help you design a brand story that drives engaging relationships with your customers — and theirs. Listen to learn:  

• What storytelling actually means for B2B marketers;  
• How to deliver an emotional transfer of facts through storytelling — character, plot and conclusion;  
• How to conduct meetings at a human level;  
• How to find your universal truth — an actionable emotion that your brand can attest to; and  
• Much more!   
   
  RELATED LINKS 
   
• https://b2bmarketing.exchange/ 
• https://mirirod.com/en/ 
• https://www.brandstorytellingbook.com/en/

A word from our sponsors, GrubHub:

Grubhub Corporate Accounts make it easy for marketers to cater virtual events via their nationwide restaurant network. Visit corporate.grubhub.com to learn more.