B2B Uncovered – Details, episodes & analysis

In this episode, Paul Denham talks with Steffen Hedebrandt, CMO and Co-Founder of Dreamdata.io, about unlocking B2B buying group journeys to drive revenue faster.

B2B buying behaviour has changed in the last few years. Self-directed customer research has replaced the traditional funnel. With between six and ten people now involved in a typical buying group with an organisation, it's far from a linear progression from start to purchase decision.

So how do we better understand what is going on, how long the real customer journey is, and how do we assign values to all the touchpoints that make up the customer journey?  

Join us in this episode where all is revealed.

In this episode, Paul Denham talks with Naseef KPO, B2B Marketing Leader, Speaker and Mentor about all things ABM, in particular his experience using ABM platforms.

Naseef’s role as leader of the marketing analytics function for an enterprise-sized organisation put him at the centre of selecting, implementing and driving value from an ABM platform.

I was curious to understand what type of ABM platforms there are and the challenges around deriving value from these investments. Naseef shares his insights and opens up a bigger picture than the tactical narrow view of ABM which is all too common.

Tune in to get full value from this engaging discussion.

In this episode Paul Denham talks with Vladimir Blagojević, Co-Founder at FullFunnel.io about engaging B2B buyers using a buyer centric, rather than a seller centric framework.

Based on a case study that generated 1300 leads from a content download, we explore why this failed when six months later there were just two opportunities and no sales.

We dig deeper into this on the podcast and focus on what needs to change for marketing to meet the needs of buyers in today's world rather than stuck in a paradigm that belongs back in 2011.

Vladimir, as always, is generous in sharing his insights and best practices making this a highly valuable listen.

In this episode Paul Denham talks with Perryn Olson, VP Marketing at REX, a construction, engineering and technology firm about getting ABM started in a small, medium sized professional services business. (approx 75 employees)

Our discussion covers the eight step program that Perryn put together after taking a deep dive into Account Based Marketing (ABM). He then introduced the concept to his leadership team and gained buy-in.
 
Although early days in the roll-out, the eight steps helps keep the small REX marketing team keep on track and shows that ABM is not just the preserve of enterprise SaaS companies, but can be suitable for small and medium sized businesses, particularly those with a high sales value ($20k+) and a complex buying journey involving more than one or two people.

Tune in to this episode to  learn how your business can start with account based marketing without over complicating it or investing in expensive marketing technology.

In this episode Paul Denham talks with Ankush Gupta, Founder at Eventible, the world's first B2B events review platform. 

Think G2 for events, not software and you'll be on the right track understanding Eventible. 

Our discussion covers Ankush's journey early on with his idea after travelling to Dreamforce and realising there was no reliable online destination to help make decisions about whether to invest the time and cost of travelling to events. Eventible was born – but so too was the pandemic and the rise of virtual events.

A lively discussion covering the future of in-person, virtual and hybrid events, brand scoring for events and Zoom fatigue.

If you're involved in organising, promoting or attending B2B events, tune into this episode and glean insights from a B2B marketer turned entrepreneur who is at the coalface with a unique perspective of the B2B events industry and its future.

In this episode Paul Denham talks with Philippe Ruttens, B2B Revenue Marketeer & Fractional CMO, about RevOps – what it is and the challenges Philippe has experienced and overcome in developing RevOps within several organisations during his career.

Getting an organisation all rowing in the same direction around a business function that aims to maximise an organisation's revenue potential is what RevOps is about.

But as we learn from this conversation this comes with significant challenges, not least the aligning of internal groups and stakeholders including marketing, sales, customer success, and product management.

If you're on this RevOps journey, or wanting to start, tune into this episode and learn from a B2B marketing expert so you can help maximise your success and minimise the pain.

In this episode Paul Denham talks with Duncan Chapple, Head of Analyst Relations at CCgroup about the role analyst relations (AR) plays in helping tech firms grow and thrive in today's super competitive markets.

A long held issue has been a lack of understanding, or misunderstanding about analyst relations among B2B marketers and sales professionals. And in this episode some of these are addressed head-on with no holds barred, debunking myths and shining a light into the darker recesses.

Why should marketing and sales professionals care? With 60-90% of the B2B buying journey conducted via self-directed research and off radar for a vendor, savvy tech vendors utilise the significant and direct impact AR has on the sales cycle.

But AR is not without its challenges and no more so than within the industry itself, where Duncan has been an active voice for change.

Duncan shares valuable insights and helps demystify the world of AR and the role it can play in a modern marketer's toolbox.

Strap on those headphones and tune in for what is a most interesting and value packed conversation.

In this episode Paul Denham talks with Hans Bunes and Zsuzsanna Ferenczi from Bunes & Ferenczi  about the Ideal Customer Profile (ICP), without which the foundation of good marketing and sales is on shaky ground.

But not all Ideal Customer Profiles are created equal. 

Hans and Zsuzsanna generously share some of the secrets of their success in helping numerous organisations both large and small nail down their ICP. 

The benefits of underpinning every aspect of the sales and marketing engine with a solid understanding of their ICP cannot be over estimated.

From the unlearning of conventional wisdom, the importance of context, applying critical thinking to very assumption about your ideal customer are just some of the nuggets you'll glean from this conversation.

In this episode Paul Denham talks with Johan Abadie, Senior VP Marketing at Mediafly, about transforming marketing & sales with a data science approach.

The start of the pandemic in early 2020 was a turning point for Johan and his team as he embarked on a mission to rid his organisation of data silos, radically improving the synergy between marketing and sales teams.

Johan shares this transformational journey revealing insights including key hires, mindset shifts, hard lessons learned and must-dos that you can take away and apply to your own organisation.

In this second episode Paul Denham talks with Matt Heinz who is the President of Heinz Marketing about how marketing might look in 2025, the future role of technology and changing skill sets.
 
This engaging conversation looks at the evolving modern integrated organisation comprising marketing,  go-to-market, sales, customer success and even product. 

Touching on owned media, rented media, martech, changing skill sets, leadership, culture, customer obsession, chief market officer, active buyers and epic sandwiches.