Explore every episode of the podcast B2B Marketing Exchange
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| Leveraging AI To Orchestrate Human-Centric B2B Marketing with Daniel Englebretson | 04 Sep 2024 | 00:30:47 | |
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:
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| The Golden Ticket To Building A Pipeline Acceleration Campaign, with Nexthink | 28 Aug 2024 | 00:26:16 | |
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:
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| Embracing AI & Experimentation In Content Creation With Forrester's Phyllis Davidson | 19 Jun 2024 | 00:24:10 | |
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:
Tune in now to get all the tips and tricks you need to take your content strategy to the next level! RELATED LINKS:
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| How To Participate, Lead & Thrive In Channel Ecosystems | 09 Jun 2021 | 00:32:07 | |
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.
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| Unlocking The Full Potential Of B2B Social Media Marketing | 02 Jun 2021 | 00:28:54 | |
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:
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| Your ABM Foundation: It’s Working…Sorta. What’s Next? | 26 May 2021 | 00:27:46 | |
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:
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| Building The Ultimate Martech Stack For Your Business | 19 May 2021 | 00:27:21 | |
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:
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| Delivering An Experience-First Marketing Strategy At Scale | 12 May 2021 | 00:27:58 | |
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:
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| Bringing Your Irresistible Ideas To Life w/ Tamsen Webster | 05 May 2021 | 00:31:26 | |
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:
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| Using Storytelling To Drive Engaging Relationships With Customers | 28 Apr 2021 | 00:30:19 | |
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:
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. | |||
| Taking ABM From Startup To Scale | 21 Apr 2021 | 00:45:38 | |
This episode is sponsored by Rollworks. It’s time to de-bunk the misconception that ABM is just for large organizations with large budgets. In fact, marketing teams of any size and scale can successfully use account-based approaches — and we dive deep into that with Randi Barshack, CMO of RollWorks, in today’s episode! Not only that, but we sprinkled in key insights, takeaways and best practices on this topic from a recent session at #B2BMX presented by Devon Watts and Allison Dyer of RollWorks. Throughout the episode, we’ll discuss:
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Download your free, editable ABM planning template at tinyurl.com/ABMPlanning And get some major props from your higher-ups. | |||
| Season 4 Premiere | 14 Apr 2021 | 00:42:26 | |
Welcome back to a new season of the B2BMX Podcast! In this kick-off episode, hosts Klaudia Tirico and Alicia Esposito look back at some of the top sessions from the 2021 B2B Marketing Exchange to set the stage for what’s to come in Season 4.
In this episode, we highlight an overarching trend that took over the entire event (and the industry as a whole): Account-Based Marketing (ABM). With more organizations doubling down on ABM over the course of the past year, Alicia and Klaudia dive into the key trends and even some challenges presented by those who live and breathe ABM every day. Specifically, they touch on:
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| Powering Digital-First CX With A Stronger Focus On Brand | 17 Feb 2021 | 00:22:36 | |
We don't often think about brand beyond shiny messages or cool logos ... but we should! In fact, brand touches and impacts everything we do. With the acceleration of digital transformation, and the sudden pause of physical interactions, brand has quickly jumped to the top of the priority list for many B2B organizations. In fact, one-third of CMOs now place it as a top marketing capability, according to Gartner. It's time to focus on having a brand perspective, making sure purposes are communicated and differentiating yourself from the competition.
Michael Ruby, Chief Creative Officer at Retina Communications (the ANA 2020 Agency of the Year), will shine a light on the importance of brand in 2021 and beyond during his session at the upcoming B2B Marketing Exchange, which he will present alongside his CEO Ted Kohnen. But before he takes the stage, Ruby sat in the B2BMX Podcast hot seat to discuss the reinvigorated focus on brand, including:
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| The Blueprint For A Winning GTM Strategy With Pam Didner | 12 Jun 2024 | 00:26:36 | |
The B2B Marketing Exchange Podcast is back for Season 10, and hosts Klaudia Tirico and Kelly Lindenau are excited to get back on the mic to celebrate this milestone. To kick off the season, Klaudia sat down with Pam Didner, B2B marketing consultant, author, speaker and #B2BMX veteran, on the show floor in Scottsdale, Ariz. to talk all things go-to-market (GTM) strategy. Pam Dider hosted a lively Workshop at B2BMX in Scottsdale to provide attendees with the tools they need to develop a winning GTM strategy. During the conversation, Pam shared key takeaways from her session, emphasizing how critical it is to align product, sales and marketing teams by setting clear and specific objectives from the jump. The two also dove into key objectives such as:
Don't miss this lively, fun and thought-provoking conversation! RELATED LINKS:
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| The Keys to Creating Emotive Content Experiences | 10 Feb 2021 | 00:32:32 | |
In the B2B world, we talk about how complex the decision-making process is. Buying cycles are getting longer, more people are involved and new channels and methods need to be used to convey value.
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| The New Rules Of Outbounding | 03 Feb 2021 | 00:33:38 | |
Skip Miller is one of the top sales trainers in Silicon Valley. With a client roster that represents a who’s who in the space, including Zoom, Google, Tableau and Stripe, Skip has also helped small and growing businesses across industries.
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| Inside West Monroe’s Pandemic Marketing Playbook | 27 Jan 2021 | 00:37:57 | |
Competing with entrenched industry giants can be a monumental task. If anyone knows this all too well, it’s Casey Foss, Chief Marketing Officer at West Monroe, a technology and management consulting firm that competes with giant consultancies. Under Casey’s leadership, West Monroe’s marketing team takes a test-and-learn approach that allows them to be nimble, respond to changing market conditions and fail fast.
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| Tackling B2B’s Big Trust Problem | 20 Jan 2021 | 00:41:24 | |
Whether B2B or B2C, all brands need to focus on building customer trust. This is especially true as more people grow cynical of media, political figures and businesses. Margot Bloomstein has helped organizations like Canon, Harvard University, Fidelity and Sallie Mae develop their brand messaging and content strategies. She has taken these experiences, and her study of the evolving media and business climate, to author a new book: Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap.
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| Friends of B2BMX Share 2021 Resolutions | 13 Jan 2021 | 00:20:04 | |
Sure, they have a bad rap, but we believe that New Year’s Resolutions allow us to reflect on the past year and forge a positive path forward. Because so many of us had to navigate new challenges and new conditions in 2020, the B2BMX team wanted to hear how some of our peers were setting their goals for 2021.
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| How Your Partner Portal Can Rival Amazon | 06 Jan 2021 | 00:25:24 | |
Making your channel partners sort through everything you have simply to find what they need can make your portal a no-go zone. By creating personalized portals that recognize the variety of roles within partner organizations, channel-first companies are creating engaging and efficient experiences designed to set partners up for success. During this episode, which is a replay of a B2B Sales & Marketing Exchange session, Cindi Johnson, Global Director of Partner Programs at Tanium, discusses how her company is boosting channel engagement—especially among partner sales staff—by creating personalized portal experiences. Johnson will review how Tanium is ensuring ongoing partner portal engagement with:
If you want to see the visuals to support the sound, check out the session on-demand now. Bonus: You’ll get access to our 50+ other sessions and keynotes. | |||
| The 2021 Growth Marketing Playbook | 16 Dec 2020 | 00:39:49 | |
With more than 17 years in the digital marketing space, Oren Greenberg has helped B2B and B2C organizations implement growth strategies that span different channels. Based on his experiences and conversations with clients, he believes the art and science of growth marketing will evolve significantly in 2021 to emphasize cost-efficiency, relationship building and deal expansion, and setting clear expectations based on revised budgets. During this episode of the B2B Marketing Exchange podcast, Oren reveals how B2B organizations can establish and perfect their plans in the New Year. Key questions to answer include:
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| So, You Want To Be A CMO? | 09 Dec 2020 | 00:31:56 | |
Today's Episode is sponsored by Terminus. Did you know that less than 1% of marketers have a shot at becoming a CMO? Most marketers have no clue on what it takes to become a CMO and even worse, they cannot ask or a get a straight answer from their CEO. The reality is that if you want this highly coveted spot in the executive suite, you need to build and manage key relationships, identify your superpower and answer some tough questions about your goals and vision for your life. After more than 50 CMO interviews on the #FlipMyFunnel podcast and by being a two-time CMO himself, Sangram Vajre is ready to help you determine whether you're suited for a CMO spot. This week's episode, which is a replay from the B2B Sales & Marketing Exchange online experience, covers it all. Listen in and learn:
If you want to see the visuals to support the sound, check out the session on-demand now. Bonus: You’ll get access to our 50+ other sessions and keynotes. Many thanks to this week's sponsor, Terminus! Terminus gives revenue teams more data, more marketing channels, and more sales and marketing intelligence all in one single platform. Terminus is how modern companies acquire and retain customers by helping marketing, sales, and customer success generate revenue growth across every part of their funnel. See for yourself by scheduling a demo today. | |||
| ABM Lessons (And Fails) From E2open | 02 Dec 2020 | 00:36:05 | |
This episode is sponsored by PFL. 2020 has been a year of learning, evolving and adapting for many of us, especially in our professional lives. In our efforts to pivot to "the new normal," we've had to take big risks. In some cases, that has meant failing miserably. But Annika Helmrich and Kathy Mammon believe the key to failing effectively is taking these learnings and doing something productive with them. This week's episode is a replay of one of our most popular sessions from the B2B Sales & Marketing Exchange online experience: 6 Lessons — And Struggles! — E2open Learned Navigating ABM In 2020. Check it out to learn how to:
If you want to see the visuals to support the sound, check out the session on-demand now. Bonus: You’ll get access to our 50+ other sessions and keynotes. A word from our sponsor, PFL: For better account-based marketing, let PFL put your brand in their hands. | |||
| Using TikTok To Guide Your Revenue Strategy | 18 Nov 2020 | 00:28:44 | |
Ever laid in bed at 2 a.m. watching video after video on TikTok? If not, you’re missing out on an experience that can reshape your 2021 revenue strategy. Over the past eight months, Dr. Debbie Qaqish, Partner and Chief Strategy Officer for The Pedowitz Group, has spent way too much time on TikTok. And while many might think this a frivolous use of time, she has discovered three crucial takeaways that sales and marketing can use to grow revenue. This week's episode is an audio version of Qaqish's session from this year's B2B Sales & Marketing Exchange online event. If you want to see the visuals to support the sound, check it out on-demand now. Bonus: You'll get access to our 50+ other sessions and keynotes. | |||
| Turbocharge Your Growth Engine In Today’s Economy, With Forrester’s John Arnold | 21 Feb 2024 | 00:22:17 | |
We’re wrapping up Season 9 of the B2BMX Podcast today, with a very special replay from our friends at Forrester. During the B2B Sales & Marketing Exchange, Principal Analyst John Arnold took the keynote stage to share how B2B organizations can turbocharge their growth engines in today's economy. It’s no secret that 2023 was a rough year for B2B marketing and sales professionals, and these struggles may or may not have bled into 2024. Layoffs, budget cuts and a heavy “do more with less” mentality — not to mention changing buyer behaviors, economic uncertainty and fierce competition — had marketers heads spinning. But according to Arnold, a better revenue engine won’t be enough to grow your B2B organization. In this episode, Arnold will outline three ways B2B orgs can fuel growth in economic downturn, including:
Tune in to learn how to get your revenue engine fueled up and running smoothly. Be sure to catch up on all the episodes from Season 9 before we kick off Season 10 later this year! RELATED LINKS: | |||
| Event Producers' Big Diversity Problem | 11 Nov 2020 | 00:32:02 | |
During the day, Christine Farrier is Senior Director of Partner Marketing at Demandbase. The rest of the time, she's building Black In SaaS, a community and platform designed to close the ever-present gap between event producers and black executives in the SaaS space. Her expertise in B2B has helped Christine build and nurture relationships, but Black In SaaS represents a new opportunity for vendors and other event hosts to call in a new, diverse set of voices to build out their communities. During this episode, Christine and co-host Alicia Esposito discuss the challenges with event planning, how Christine is building the Black In SaaS ecosystem and how all B2B players can get involved. RELATED LINKS
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| Marketing In Times Of Crisis: Embracing Empathy Is The Key To B2B’s Future | 04 Nov 2020 | 00:34:49 | |
Today’s business leaders are looking to cut marketing costs while also achieving growth. They demand marketing to show ROI. And yet, every day, we are getting asked to promote our products and services in ways that may not work. In order to bridge this gap, the courageous marketer is focused on demonstrating business value to executives by making customers the heroes of the stories they tell. Because brilliant marketing leaders know that by focusing on customer value, we deliver better outcomes for the entire business. In this presentation, which was first given at the B2B Sales & Marketing Exchange online experience, bestselling author Michael Brenner shares why the future of marketing is about activating the storytelling talent and expertise of your customers and employees. Learn:
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| Inside The B2B Sales & Marketing Exchange's Shift To Digital | 21 Oct 2020 | 00:42:39 | |
This episode is sponsored by Demandbase. Like many other event producers, Demand Gen Report had to completely reimagine its B2B Sales & Marketing Exchange event. As many teams know, this is not a copy-and-paste scenario. It's up to the content, marketing and customer success teams to collaborate and design an experience that's true to what makes the event great, while also embracing the best of digital. During this episode, hosts Alicia Esposito and Klaudia Tirico sit down with Sheri Butts, who is Demand Gen Report's Director of Demand Generation and Growth Marketing, to discuss their journey in reimagining the B2B Sales & Marketing Exchange...struggles and all. They talk about:
RELATED LINKS A word from our sponsor, Demandbase: Get a first-look at the new Demandbase ABM platform. Click the link to join John Miller, Chief Product Officer at Demandbase, as he gives you an exclusive look under the hood! | |||
| Achieve Alignment Transformation To Fuel The Revenue Engine | 14 Oct 2020 | 00:24:56 | |
This episode is sponsored by Demandbase. Marketing and sales alignment is absolutely critical in the age of the buyer — no surprise there. But achieving and maintaining a strong level of collaboration and alignment is easier said than done, especially at a time when buyers have taken control of their purchasing journeys. During this episode, host Klaudia Tirico chats with Jeff Davis, who is the founder and principal of JD2 Consulting and an expert on sales and marketing alignment. They discuss:
A word from our sponsor, Demandbase: | |||
| The Intersection Of Mindfulness And Business | 07 Oct 2020 | 00:27:51 | |
This episode is sponsored by Demandbase. Let's face it, we've all been feeling a lot of stress during the pandemic. Some of us are juggling work and family life. We're managing virtual schooling schedules, caring for at-risk family members, and simply trying to stay productive and creative in our daily work. If ever there was a time for us to be more empathetic and more understanding of each other, it's now. Emotional intelligence (EQ) and kindness are both crucial, especially in business. Mindfulness can help us achieve both. During this episode, host Alicia Esposito sits down with Cole Baker-Bagwell, who is the Founder of Cool Audrey, to discuss the intersection of mindfulness and business. They discuss:
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A word from our sponsor, Demandbase: Get a first-look at the new Demandbase ABM platform. Click the link to join John Miller, Chief Product Officer at Demandbase, as he gives you an exclusive look under the hood! | |||
| Thinking Beyond Customer Acquisition | 30 Sep 2020 | 00:29:44 | |
For B2B organizations, sales and marketing collaboration has always been advised. But today, it's crucial. Both parties must work together to develop captivating campaigns that combine relevant content and compelling conversations that set prospects and customers up for success. As the founder of Sales Schema, Dan Englander has helped agencies boost their customer acquisition and build loyal bases of satisfied customers. During this episode, he shares:
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| Creating A New 'Plan A' w/ Jay Acunzo | 23 Sep 2020 | 00:48:11 | |
Has quarantine life left you in a digital daze? You're certainly not alone. Although we're all trying to stay safe and healthy in these times, we can't help but crave face-to-face interaction. We're looking for real, authentic conversations complete with eye contact. But how can we create that feeling for our audiences (and ourselves) when all we have are webinar platforms and virtual meeting rooms? Jay Acunzo, who is a podcast host, author, speaker and founder of Marketing Showrunners, has done his fair share of virtual experiences, and he has some strong thoughts about how COVID-19 is forcing marketers wake up from their digital daze and find new ways to connect with their communities. During this discussion, he chats with Klaudia Tirico and Alicia Esposito about:
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| How To Get More From LinkedIn | 16 Sep 2020 | 00:27:51 | |
Because of COVID-19, our time online has skyrocketed. Rather than going to networking events and conferences to build new relationships, we're turning to virtual round tables and cocktail hours and, of course, social media. LinkedIn has become an integral "watering hole" for B2B professionals who are eager to find new job opportunities, share ideas and bolster their positions as thought leaders in their industry. But what new features and capabilities can B2B execs and brands take advantage of? During this episode, we sit down with Anthony Blatner of Modern Media to talk all things LinkedIn, including:
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2020 B2B Innovator Awards The deadline for B2B Innovator Awards nominations is Sept. 25, 2020 by 5 PM ET. For more information and to nominate, visit the nominations page here! | |||
| Humanizing Your B2B Brand | 09 Sep 2020 | 00:34:46 | |
We've heard time and time again that in B2B, we're not speaking to nameless, faceless companies...we're talking to people. So why is it still so difficult for marketing and sales professionals to take a human-centered approach to engagement? We chip away at this question with Benjamin Shapiro, host of the MarTech Podcast. Before venturing into content creation and media, Shapiro worked for both B2B and B2C brands and noticed the need for more human-driven messaging and marketing execution. Listen in to hear his take on:
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| Sounds Of Season 2: How Uncertainty Became Opportunity | 29 Jul 2020 | 00:15:13 | |
It’s been a whirlwind of a season here on the B2BMX Podcast. During this season, we re-lived some of our best sessions from the B2B Marketing Exchange, and had a ton of follow-up conversations with experts to discuss how the trends we learned in Scottsdale in February have had to quickly pivot in light of the global health crisis. Our top moments from the show are all from B2B practitioners who are living and breathing these ever-changing times every day, and using powerful technology and creative tactics to amplify the human touch in an all-digital world. Join hosts Alicia Esposito and Klaudia Tirico as they look back at these inspiring talks. | |||
| Building A Winning Brand Pitch With Brand Strategist & Author Kate DiLeo | 14 Feb 2024 | 00:24:39 | |
We're just days away from the 2024 B2B Marketing Exchange and the team is buzzing around to put the icing on the event planning cake. To get our B2B community hyped for the event, co-host Klaudia Tirico chatted with a first-time speaker and new member of the B2BMX family Kate DiLeo. Kate is a brand strategist, consulting, speaker and all around super woman who has built the ultimate formula for building a winning brand pitch. She believes that "brand is the path of least resistance to revenue" and works with companies to create a brand that positively impacts the bottom line. In this special B2BMX preview episode, Klaudia and Kate chat about all things — you guessed it — BRAND! Specifically, they discuss the ins and outs of Kate's "Brand Trifecta," a specific set of statements that are key to a brand pitch. Other topics of discussion include:
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| Will COVID Change Marketing Measurement Forever? | 22 Jul 2020 | 00:21:43 | |
When COVID hit, B2B organizations had to cancel events and quickly pivot to digital campaigns and experiences. The KPIs to measure impact changed and, in turn, so did the benchmarks to success. What measurement challenges did marketers face in light of these strategic pivots? How will buyer preferences and digital channels change the way marketers measure success? How can marketers take a data-driven approach to agility? Hosts Alicia Esposito and Klaudia Tirico get into these and other topics with Bonnie Crater, President and CEO of Full Circle Insights. RELATED LINKS
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| Tips And Tricks For Perfecting ABM Personalization | 15 Jul 2020 | 00:35:46 | |
In her role as an ABM consultant, Sydney Switzer helps Vertex Marketing Agency clients get their programs off the ground and scale them successfully. Needless to say, she's seen her fair share of challenges and lessons learned over the years. During her chat with hosts Alicia Esposito and Klaudia Tirico, Sydney shares:
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| Making Moves With Messaging | 08 Jul 2020 | 00:25:12 | |
B2B buyers want to be in control of their journey. They want to access information when, where and how they want, and they want to determine when a sales rep engages with them and what they discuss in conversations. Messaging has emerged as an effective way to give buyers that power and arm sales and marketing with powerful insights about their audiences. This session replay from the 2020 B2B Marketing Exchange delves into how Unity leveraged real-time messaging. Jesus Requena, the company's Director of Growth Marketing reveals how you can:
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| How Has COVID Changed The B2B Marketing Talent Pool? | 01 Jul 2020 | 01:12:30 | |
The novel coronavirus has not only shaken up our personal lives. It has turned some careers, and even businesses, upside down. While some companies have implemented hiring freezes, others have been forced to fill employment gaps, going through hiring surges. In some cases, organizations have had to bolster their workforce by looking inward, upskilling current employees. During the 2020 B2B Marketing Exchange in Scottsdale, a panel of experts discussed how they're building the marketing teams of tomorrow. We believe some of their insights are still valuable -- that's why we're re-sharing this episode with you! But,, we believe some things have changed. That's why we brought back the panel moderator, Wes Lieser of Versique, to get his take on what's happening in the employee market, and how brands and individuals can move forward successfully. Topics include:
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| Breaking Down Performative Allyship & Pandering In B2B | 24 Jun 2020 | 00:54:55 | |
Historically, taking a stand on political and social issues was considered a risky move for marketing and brand executives. In the current climate, however, it's risky not to take a stand. In a world where many judge a company's alignment (or misalignment) with these issues based on how quickly they respond, how can organizations (even those in B2B) ensure that they're not only taking the correct measures, but developing a strategy that can make a tangible impact? It's a lot for even seasoned executives to navigate, and that's why, for this episode of the B2BMX Podcast, we sit down with Katie Martell, marketing truth-teller and an expert on the cross-section of marketing and social movements. During our discussion, we get to the heart of what's top-of-mind for us as content creators and community builders, including:
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| The Anatomy Of A Buyer-Focused Tech Stack | 17 Jun 2020 | 00:27:09 | |
The Marketing Technology Landscape Supergraphic now features more than 8,000 solutions, a 13.6% increase year over year. With every new solution, determining what to include in your tech stack (and what to throw out) feels more overwhelming. As the Head of Marketing Technology Innovation and Best Practices at Intuit, Masha Finkelstein is responsible for helping her team take a more strategic approach to martech research and implementation. During this presentation, which was first shared at the 2020 B2B Marketing Exchange, Masha reveals how you can:
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| Take The Pain Out Of Sales Enablement | 10 Jun 2020 | 00:48:35 | |
As the Founder and CEO of his firm, Roderick Jefferson & Associates, Roderick Jefferson has made a career out of helping organizations get their sales enablement initiatives into tip-top shape. A speaker at the 2020 B2B Marketing Exchange, Roderick reveals how a few key adjustments to rep on-boarding, enablement and collaboration practices can help decrease time to revenue. Listen to this session to learn how to:
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| Talking All Things Podcasts...On A Podcast | 03 Jun 2020 | 00:43:57 | |
Podcasting has exploded in the B2B realm. We've seen brands across industries and of all sizes use podcasting to share their unique thought leadership and interview experts in their field. But how is this area of the media landscape evolving as more brands create podcasts, and as more buyers rely on them? During this episode, we sit down with Tina Dietz, Founder of Twin Flames Studios, to get her take on how podcasting is evolving. Together, Tina and hosts Alicia Esposito and Klaudia Tirico go through:
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| Human + Machine = ABM Success | 27 May 2020 | 00:30:51 | |
Account-based marketing (ABM), like any marketing discipline, requires equal parts art and science. Without technology, ABM takes a lot of time and bandwidth to execute. However, without the human touch, you may lose the creativity and authenticity that goes into crafting compelling content and experiences. That's why Robin Bordoli, President of RollWorks believes that B2B organizations need to embrace the best of humans and machines in order to scale ABM successfully. During this episode, which is a replay of a 2020 B2BMX session, he explains why, and brings in Sam Kuehnle, who is the Team Lead of Digital Marketing at Blackbaud, to share his team's journey. Key takeaways include:
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| How Salesforce 'Sleighed' Holiday Campaign Results | 20 May 2020 | 00:43:08 | |
In 2019, Kelly Borter, Director of Industry Demand Generation at Salesforce, had one mission: to create a comprehensive, multi-channel campaign that engaged retail executives and positioned the company as a go-to resource for all things holiday. Sounds fun, right? But in an industry where holiday is a hot topic and there is a sea of vendors looking to stand out in this area, Kelly and her team needed a powerful story, and killer content, to succeed. During this episode, we go back to Kelly's presentation at the 2020 B2B Marketing Exchange, where she walks through every step of the planning and roll out their Salesforce Powers the Holiday campaign. Regardless of your product, industry and target buyer, you can glean valuable insights from Kelly as she walks through the campaign's:
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| How To Become The Experience Maker At Your Organization: Tips From Author & B2BMX ‘24 Keynote Speaker Dan Gingiss | 07 Feb 2024 | 00:21:29 | |
Customer expectations are constantly evolving and that means, no matter what your title or job description is, it's critical to view business problems through a customer lens to ensure your buyers and customers remember your organization as one that makes an impact. This week's episode of the B2BMX Podcast is all about customer experience, and co-host Kelly Lindenau sat down with the experience maker himself, Dan Gingiss, to pick his brain on how he helps companies create remarkable experiences that fuel word-of-mouth marketing and beyond. Gingiss will be taking the keynote stage at the B2B Marketing Exchange in Scottsdale, Ariz. in just a few weeks to educate the audience on how they can become experience makers in their own right. There's no one more fitting to talk about customer experience than Gingiss. He is an international keynote speaker and business coach with 20 years of experience in customer experience, marketing, social media and customer service. He held leadership positions at McDonald’s, Discover and Humana, and authored two books ("The Experience Maker: How To Create Remarkable Experiences That Your Customers Can’t Wait To Share" and "Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media"). He was also the co-host of the award-winning “Experience This!” podcast. Tune into this lively conversation to get a sneak peek into Gingiss' keynote at B2BMX and learn more about:
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| Lessons From GumGum's Marketing Pivot | 13 May 2020 | 00:44:54 | |
Many B2B marketers have had to pivot their event strategies and budgets in the wake of COVID-19. Teams have also had to keep pace with internal goals and pivot in light of team and budget changes. With a strategy that relied heavily on in-person events, GumGum had to quickly adapt and find new ways to get in front of their audience. While some tactics, such as webinars, are tried and true, others were relatively new for the brand. During this episode, hosts Klaudia and Alicia sit down with Som Puangladda, who is the VP of Global Marketing at GumGum, and discuss:
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| How ADP Saw Success With Client Advocacy | 06 May 2020 | 00:37:28 | |
Many B2B marketers tap happy, engaged clients for their content and campaigns. But what if we told you there was a lot of untapped potential, and that you could engage your clients in a holistic way to power all areas of your business? ADP did just that with the launch and expansion of its client advocacy program. During this episode of the B2BMX podcast, we're featuring a session from our 2020 featuring Sarah Schreiner, who is Senior Client Insights Analyst at ADP. During her presentation she shares how the program has expanded into more than 5,000 clients and offers practical guidance to help you:
Looking for more awesome insights to guide your B2B marketing and sales strategies through the rest of 2020? Demand Gen Report's Campaign Optimization Series is happening soon, and it's touching on everything from ABM, to video, digital experiences, data orchestration, and so much more. Check out the agenda and learn how you can connect with context amid new realities. | |||
| Using Social Media As A Powerful Content Cornerstone | 29 Apr 2020 | 00:35:56 | |
Social media has always been a critical part of the B2B marketing mix. Brands rely on some or all of the key networks, like LinkedIn, Twitter, Facebook and even Instagram, to amplify content assets, respond to audience feedback and build their communities. But the role and impact of social media is heightened today, as we socially distance and seek ways to stay connected. That is why this panel featuring Courtney Beasley of Walker Sands and Linda Beaton of Flexport is not just relevant, but valuable. During their discussion with Klaudia Tirico, Editor of Demand Gen Report, they discuss:
Courtney and Linda also share some quick tips, including their favorite tools and platforms, how to measure social success, and how to best deal with trolls and social media haters. | |||