A Lesson In Behavioral Science & How To Apply It To B2B Marketing

In this special season 11 finale, host Klaudia Tirico sits down with Lindsay Tjepkema, founder of Human Brands Win and keynote speaker at the upcoming B2B Marketing Exchange West. During the chat, Lindsay discusses her 20+ years in B2B marketing and the importance of mindset in brand success. Specifically, she spotlights her "B.R.A.V.E." framework, and the importance for alignment with brand values, authentic relationships and positive energy in decision-making. Tune in now to:Get a sneak peek into her B2BMX West keynote session;Learn the "thinking brave" framework; Gain insights into the role of relationships in brand growth; Learn how to balance growth and brand values; andSo much more! Get the insights you need to build brand awareness, affinity, and trust with the right audience for long-term success, and don't miss Lindsay at B2BMX West. It's not too late to register! RELATED LINKS:Learn more about Lindsay Tjepkema here.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

In today's always-on and cluttered marketing landscape, getting closer to the customer is more challenging than ever. With so many new technologies, tools and KPIs to track and measure, it can be difficult to maintain focus on the main goals. How do we know if we are truly making an impact and building lasting customer relationships? How do you ensure your company aligns with your customers’ goals to drive greater outcomes?  In this episode, Margaret Safford and Sophia Agustina will share their 9 Cs framework — a GTM strategy that places the customer at the center. They will provide actionable insights around each of the “Cs” identified in the framework and demonstrate how improvements in these areas can drive customer value and revenue growth. Don't miss this opportunity to learn how to optimize your approach and drive measurable impact in your customer relationships!Related links: Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

We're less than a month out before B2B Marketing Exchange West in Scottsdale, and the final planning stages are in full force. On today's episode of the podcast, we're sitting down with Matt Heinz, President and Founder of Heinz Marketing and B2B influencer, to discuss top B2B trends for 2025, building predictable pipeline, and his upcoming presentation at B2BMX West! Tune in to hear his take on:The importance of AI in enhancing go-to-market functions and addressing organizational dysfunction;The need for a shift from MQLs to a more revenue-centric approach, focusing on pipeline and alignment across teams;The balance between short-term results and long-term strategies;The impact of AI on personalization, andThe value of in-person events for networking and idea exchange.RELATED LINKS:Learn more about Heinz Marketing.Connect with Matt Heinz here.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

We're constantly hearing about the importance of storytelling in B2B, but Kate DiLeo, a brand strategist specializing in brand positioning and messaging, wants marketers to stop telling stories. Kate joins host Klaudia Tirico on the podcast today to dive into the importance of authenticity and conversation over storytelling, using her proprietary method to teach organizations how to write compelling brand pitches. She's going to take the B2BMX stage in Scottsdale this year to host a workshop that digs deeper into her "brand trifecta" methodology and focuses on the difference between storytelling and conversation in brand messaging. Don't miss this lively conversation to get a sneak peak into what to expect at B2BMX this year, plus learn:Why brand is the path of least resistance to revenue and should involve the CEO, heads of sales, and marketing; How to communicate a clear promise to solve a problem and differentiate from competitors; How companies like Go Nimbly simplified their messaging from generic to more direct and engaging; and The importance of solidifying a brand's tone of voice and personality to make it authentic and consistent. RELATED LINKS: Learn more about Kate DiLeo here.Connect with Kate on LinkedIn.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

As AI continues to make waves in B2B, we have to remember the true competitive advantage lies in how we leverage the technology itself to enhance the human experience. In this episode, you’ll hear from Daniel Englebretson, an award-winning AI Strategist, who will unveil a practical blueprint for empowering your B2B marketing team to orchestrate human-centric experiences. Daniel will discuss how to develop and implement an AI toolkit that empowers your entire team to achieve 100x productivity gains while delivering personalized, impactful marketing that resonates with your audience and aligns seamlessly with sales. Get ready to walk away with: New intelligence signals and insights for your next marketing campaigns; A clear blueprint for accelerated AI adoption in your B2B marketing efforts; Techniques for developing a team-wide AI toolkit; andStrategies for maintaining the human touch in an AI-enhanced world.RELATED LINKS:Connect with Daniel Englebretson here.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

In this episode of the B2BMX Podcast, you’ll get a glimpse into the work of Britney Bartlett, VP of Global Field Marketing for Cisco. Cisco competes in highly competitive and complex markets, providing customers with solutions to their most critical technology issues, but the way B2B customers research, evaluate and purchase technology has exponentially changed in recent years.  In response, Cisco needed to modernize its marketing engine to drive growth, and had to shift from scale-based to account-based marketing to strike a balance between targeting its most valuable customers and ensuring they invested in the most effective marketing levers to drive demand.Britney took the stage in Alpharetta to share firsthand strategies, techniques, lessons and even cautionary tales of the company’s journey toward a successful account-based model.You will hear about:How Cisco achieved its goals, resolved roadblocks and learned from challenges;The impact its marketing evolution had on Cisco’s teams and its alignment with sales; A great example of how a truly integrated customer-centric approach produced one of Cisco’s most significant opportunities.  RELATED LINKS:Learn more about Cisco here.Connect with Britney Bartlett.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

We’re kicking it back to Alpharetta, GA this week to replay a unique keynote from B2BMX East. Tune in now for an introduction to Behavioral Science, the study of how humans really make decisions, courtesy of Shirin Oreizy, Founder & CEO of Next Step. During this keynote, Shirin shares Behavioral Science principles every B2B marketer should know, as well as real-world examples of how Behavioral Science is applied to B2B marketing challenges — from increasing adoption with new customers to increasing the lifetime value of existing customers.  Plus, hear from Shirin herself during an interview she had with co-host Kelly Lindenau on the show floor at B2BMX East!RELATED LINKS: Learn more about Next Step. Connect with Shirin Oreizy here.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

There are a lot of questions surrounding modern ABM. Specifically: How can we cover more accounts and how can we use AI to accelerate the process?   Momentum ITSMA’s Rob Leavitt took the B2BMX East stage to uncover FAQs that will separate winners and losers in the world of pervasive ABM and AI, including:Which campaigns should we run and for which accounts?How can we unleash creativity to break through the noise that AI is amplifying at an exponential rate?How can we humanize engagement amid the AI-ization of both buying and selling?Tune in now to hear about the best ways to define and sharpen campaign focus, the best ways to leverage AI to enable real creativity in campaign messaging and content, and new ways to break through the fast-growing use of AI on the buy side.RELATED LINKS: Learn more about Momentum ITSMA.Connect with Rob Leavitt here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

As budgets shrink, the pressure on marketers is greater than ever before. Meanwhile, CMOs are now expected to evidence how they are driving higher-quality pipeline, accelerate conversion to closed revenue, lower the cost of acquisition, increase average deal size, and secure long-term customer renewals.  So how do marketers “do more with less?”With the customer now in control, marketers need to rapidly adjust to the customer journey, making this day and age a prime time for ABM. With that said, tune into this episode of the B2BMX Podcast, where we replay a highly rated session from Clare Noble and Michael Taylor of Agent3 and Gemma Davies of ServiceNow, as they will explore topics such as: How to not lose sight and, and consequently impact, of ABM when scaled; How to avoid scaled ABM programs just being a rehash of marketing generating MQLs that sales reject; How to look at the role of automation and AI; and the opportunities and pitfalls of both; How to better align sales and marketing to improve program efficiency without compromising effectiveness. 

At B2BMX East in Alpharetta, GA, host Klaudia Tirico sat down with Claire Noble and Michael Taylor of Agent3, and Gemma Davies of Service Now to discuss common challenges and pressures on modern marketers and the importance of scaling ABM programs while focusing on top priority accounts. In this episode, the conversation spotlights a variety of key points, including: The increasing pressure on marketers due to ROI expectations;The need for ABM to evolve with customer relevance; and The challenge of scaling ABM with reduced budgets. Claire emphasized the importance of precision principles at scale, while Michael highlighted the need to leverage technology and data. Gemma stressed the necessity of customer immersion and alignment, providing actionable insights for CMOs and underscoring the value of agency partnerships in enhancing ABM strategies. Tune in to this week's episode to learn more! RELATED LINKS: Learn more about Agent3 here. Learn more about ServiceNow here.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.