The B2B Revenue Executive Experience – Details, episodes & analysis

AI's presence in our lives continues to increase with the potential to transform entire industries. When talking about business revenue, one key area where AI's role becomes increasingly obvious is value management. We were wondering: How can tech companies leverage AI to create value, drive growth, and improve customer experience? To help us with that, we have Craig LeGrande, CEO and Founder of Mainstay. With over 20 years in high tech at top companies like IBM, Accenture, and Cisco, Craig had the privilege of learning directly from leaders in sales, marketing, and product development. As the co-author of Ruthless Execution and Competing for Customer, Craig shares insights into leadership and building strong customer relationships.

The B2B Revenue Executive Experience podcast is going through a major change. After two years and over 100 episodes, Carlos Nouche and Lisa Schnare are taking a break to focus on their roles as Managing Partners. So please welcome your new host, Cory Cotten-Potter, Director of Digital Marketing and Enablement at ValueSelling. However, nothing is going to change. We'll continue diving deep into the strategies and tools that drive B2B revenue growth. From the latest SDR bots and self-service buying to sales leadership tactics, sales, and marketing alignment, as well as other RevOps insights, we'll cover everything you need to thrive as a revenue leader.

When you do something innovative and extraordinary, you go from 0 to 1. While you might not become the next Apple or Amazon, we decided to gather the top insights to take your business to the next level. So, we asked: What are some of the most effective go-to-market strategies for startups going from early days to scaling up their business? To help us with this today, we have Rags Gupta, Operating Partner at Hyperplane. Rags is also the Chief Growth Officer at Butlr, entrepreneur and operator at five startups over the past 20 years, including one IPO and one acquisition. In 2021, Rags published his book One to Ten: Finding Your Way from Startup to Scaleup.

We often use the words marketing and advertising interchangeably. But while advertising is a component of marketing, marketing itself refers to your ability to attract and keep a customer. Which are you investing time in? In this episode, I interview Wayne Mullins, Founder at Ugly Mug Marketing, about why your marketing strategy is messed up, how to turn customers into evangelists, and an ancient marketing framework that works every time. Listen in as we discuss: Why marketing doesn’t have to be the confusing mess it often is The AIDA marketing framework from over a century ago How to make your place your platform Wayne’s controversial advice to professionals who want to accelerate Check out this resource we mentioned: Wayne’s book is Full Circle Marketing  Now that you know that marketing doesn’t have to be so frustrating, are you ready to learn some practical strategies to implement to make it start running smoother? Check out the full list of episodes: The B2B Revenue Executive Experience.

You’re in college and (other than the vaguely threatening hairspray bills your Mötley Crüe tribute band has racked up) things are going pretty well. You passed that calculus class you’ve been worried about all semester — and managed to forget basic arithmetic before the celebration keg was even cracked. If forgetting is so much easier than learning, even in academia — how can you ever expect to upskill a whole organization? You know you can’t just give up. Especially when it’s something everyone needs to know — like data. When you want data literacy across a whole organization, you turn to today’s guest, Matt Cowell, CEO at QuantHub, an organization dedicated to helping you imbue every part of your own organization with the dark data arts. In this episode, we discuss: Why longform learning fails The importance of data literacy in every facet of your business Why AI and machine learning are useless without data literacy Now that you know how to infuse data literacy into your team, are you ready to learn how to build trust and confidence with your content strategy or how to optimize your tech stack? Check out the full list of episodes: The B2B Revenue Executive Experience.

It’s the mid-70’s and you’ve just purchased your first new car — a Ford Pinto. The commercials convinced you that this car was built to survive a demolition derby, while the salesman in the lounge suit convinced you it didn’t matter that you couldn’t drive stick. Now you don’t know what’s worse — grinding the gears and stalling every 200 yards or that the bike messenger who bumped into your fender last time you did sent the entire car up in flames. Could anything make you trust a brand’s content (or yourself) again? If anyone could, it would be today’s guest, Margot Bloomstein, author of Trustworthy and Brand & Strategy Consultant at Appropriate, Inc, who joins the show to discuss how effective content strategy is for building customer confidence and trust in your brand. In this episode, we discuss: Why customers need to be confident in you and themselves How to help your customers succeed (and why that builds trust) The 3 V’s of content strategy Why you need a consistent voice across all channels Now that you know how to build trust and confidence with your content strategy, are you ready to learn how to optimize your tech stack or dive into how Google’s new rules impact your SEO? Check out the full list of episodes: The B2B Revenue Executive Experience.

You’ve been speaking to a salesperson about a new piece of software that’s going to revolutionize your tech stack. It’s AI-powered. It’s shiny. It has an all-leather interior and chrome trim. It helps grandmas cross the street and carries their shopping bags. You’re daydreaming about all the things you can do with it… and somewhere along the way, you’ve forgotten what you’re trying to do in the first place. Today I’m joined by Asa Hochhauser, VP of Sales for McGaw.io, to discuss the almighty tech stack and how to avoid the pitfalls — like the one above — many companies find themselves falling into when trying to optimize theirs. In this episode, we discuss: Why you need to understand the product before you buy Why companies often fail to get the ROI they want from their tech The evolving role of data in marketing If you want to easily visualize and find new ways to optimize your tech stack, all in one place, be sure to check out the McGaw.io stack builder.  Now that you know how to optimize your tech stack, are you ready to dive into how Google’s new rules impact your SEO or learn the secrets to establishing credibility? Check out the full list of episodes: The B2B Revenue Executive Experience. 

You’re throwing an office party now and you need to get noisemakers, silly hats and confetti. You know you can find all of these things on Amazon, but lately, you’ve also been fielding increasingly-aggressive office visits from a door-to-door party clown from the local clown college trying to sell you all of these very items — and he warns that, if you don’t, you’re a terrible manager and hate puppies. Who do you go with… and why is it Amazon? Today’s guest, neuroscientist Dr. Terry Wu, Owner at Neuromarketing Services, says you choose Amazon not because of John Wayne Gacy or the movie IT, but because our brains are wired to love buying but hate feeling like we’re being forced. This is just one of many examples Dr. Wu shares in the latest episode of how neuroscience influences buying behavior — and how understanding the science helps you make a sale. We discuss: The difference between helping a customer buy and selling to them The power of framing when it comes to buying decisions How freewill — or lack thereof — plays into buying behavior And be sure to check out: Terry’s speaking  Terry's company's consulting services  Terry's 17-minute TED Talk on Neur omarketing Terry's 5-minute interview with Big T hink on Stress and Shopping Addiction Now that you know why the brain buys, are you ready to learn how to foster human connection to build high-performance teams, or how to overcome buyer resistance? Check out the full list of episodes: The B2B Revenue Executive Experience.

Your organization has successfully made the transition to remote work. The pandemic proved you don’t need the expensive office lease to get the job done. But something is missing. There’s no more awkward attempts to side-step around each other in the hall. You can no longer visit the jar on Sheryl’s desk in HR and sneak enough candy to make Wilford Brimley tear up. There’s no more spontaneous conversation. No more office culture. How do you build human connection in a digital world? Today, I’m speaking with Tony Martignetti, Chief Inspiration Officer at Inspired Purpose Coaching and Author of Climbing the Right Mountain, about how to foster real human connection remotely and how to nurture high-performance teams. We discuss: How to foster connection in a digital world How to create a coaching culture How to find your inspired purpose Now that you know how to foster human connection to build high-performance teams, are you ready to learn how to overcome buyer resistance, or how Google’s new rules impact your SEO strategy? Check out the full list of episodes: The B2B Revenue Executive Experience.

You try shopping out in the real world again for the first time since before the pandemic made the whole world play a game of The Outside Is Lava. You’re about to head into a store to finally treat yourself to that fancy air fryer that your friends’ and family’s screams assure you you can’t live without. Then, you see the salesman at the door salivating and rubbing his hands together like some cartoon villain, so you leave. You’ve just experienced buyer resistance. How can you make sure that your reps aren’t the salesmen in the doorway, chasing off your buyers? Today I’m speaking with Kerry Cunningham, Senior Principal, Product Marketing at 6sense, who says the key to overcoming buyer resistance is understanding buyer behavior — and he shares a ton of behavioral insights in this episode. Kerry covers: Why the buyer is more in control than ever (and can smell BS a mile away) How to find the right buyer at the right time The trouble with traditional website metrics for analyzing buyer behavior  Check out the full list of episodes: The B2B Revenue Executive Experience.