Ep.82 - Mark Walker - B2B Account Based Marketing - How to crack it. How others get it wrong. - RevvedUp.ai

Mark's Bio: With 17 years of commercial leadership experience, Mark has built and scaled every go-to-market team from scratch including: SDRs, Account Executives, Account Management, Marketing & RevOps. Mark is currently the co-founder and CEO of RevvedUp, an AI platform enabling hyper-relevant ABM campaigns across the whole buyer journey at scale.  Previously he held the CRO position at native, Student Beans and Attest; and prior to that he was head of growth at Eventbrite UKI. He is an active coach and trainer for founders and their sales and marketing leaders, helping them create successful go-to-market strategies and execute them. Summary Mark Walker, founder of RevvedUp.ai, discusses the importance of generating great content for ABM marketing campaigns and how AI can help scale these efforts. He highlights the key steps in ABM marketing, including account selection, research, understanding stakeholders, and creating relevant and personalized content. Mark also emphasizes the role of the CMO in revenue generation and the need for effective follow-up in lead nurturing. He shares a use case where RevvedUp.ai helped a company improve their outbound prospecting by providing personalized and creative campaign ideas. Mark also mentions upcoming trends in AI, such as OpenAI's Strawberry release and advancements in AI video generation. Takeaways ABM marketing requires account selection, research, understanding stakeholders, and creating relevant content. CMOs are taking on a more revenue-driven role and are responsible for pipeline generation. Effective follow-up is crucial in lead nurturing and building relationships with prospects. RevvedUp.ai helps improve outbound prospecting by providing personalized and creative campaign ideas. Upcoming trends in AI include OpenAI's Strawberry release and advancements in AI video generation. Follow Mark on LinkedIn here⁠ ⁠Follow ⁠⁠Justin on LinkedIn here

Francois´s Bio: Francois Roloff – Co-Founder & Managing Partner at PYURE Sustainability Solutions Master o. A. in Business Communications & Management. Francois has 20+ years of experience in marketing, product development and business management in the digital media industry. Managing Director & CEO madvertise Group, Board Member Sirius Media SA and Board Member IROIN. Experienced in management, SaaS platform development and integration (madvertise Adserving, Bluestack SSP, Sync.TV). First SustainTech cooperation in 2020. Hot Topics: Digital CO2-emissions worldwide larger than annual aviation emissions in 2024, 2025 worldwide automotive Circular economy for digital products? Myth or Thing? Easiest industry to lower emission volume by increasing efficiencies in almost real time possible? Green Deal, ESG protocol and CSRD ask for process adoption on compliance but reporting of emissions from digital advertising (programmatic, social, etc. widely not implemented yet). But how? Consequences of emission conscious advertising (Increased brand´s value, customer preferences, product uplifts)   Follow Francois on LinkedIn here Follow Justin on LinkedIn here

Summary In this episode, Justin Campbell interviews Chris J. Reed, the CEO of Black Marketing and a LinkedIn marketing expert. They discuss the importance of personal branding on LinkedIn and how it is more effective than company page marketing. They also talk about the power of engagement on LinkedIn and the impact of automation on the platform. Chris shares insights on LinkedIn awards and the evolution of video content on the platform. The conversation concludes with a discussion on Chris's book, 'How to Become a LinkedIn Rockstar,' and the benefits of using Sales Navigator. Takeaways Personal branding on LinkedIn is more effective than company page marketing. Engagement, particularly through comments, is key on LinkedIn. Automation on LinkedIn is not recommended and can damage personal and company brands. LinkedIn awards, such as Top Voice, are often based on arbitrary criteria and can be misleading. Video content on LinkedIn is not as popular as other platforms, and the focus should be on written content. Sales Navigator is a powerful tool for generating leads and qualifying prospects on LinkedIn. Follow Chris on LinkedIn here Follow Justin on LinkedIn here

Summary Denise Murtha Bachmann, a sales expert, discusses the intersection of sales, AI, and humanity in the digital age. She emphasizes the importance of authentic human connections in sales and the effective use of AI technology. The conversation also delves into the challenges of leveraging AI in sales processes and the need for a more human-centric approach in marketing and sales. About Denise  Denise Murtha Bachmann is a powerhouse in the world of sales, boasting an impressive track record of over 30 years in consultative selling. Throughout her illustrious career, Denise has successfully negotiated and closed deals exceeding a remarkable $74 million, collaborating with some of the most prestigious Fortune 500 organizations.  The latter half of her sales career, over a decade, was spent immersed in the realm of Artificial Intelligence and Machine Learning (AI/ML), which sparked an enthusiasm for these new technologies.  However, as exciting as the AI/ML technologies were, so many organizations were struggling with leveraging AI effectively. Takeaways The importance of authentic human connections in sales and the effective use of AI technology Challenges of leveraging AI in sales processes and the need for a more human-centric approach in marketing and sales The significance of customer insights and forecasting in sales, and the role of data in making informed decisions The impact of the digital age on sales and the need for a balance between technology and human connection ⁠⁠Follow Denise on LinkedIn here⁠⁠ ⁠Follow Justin on LinkedIn here⁠

Summary Ben Cicchetti from InfoSum discusses the importance of data privacy, the power of first-party data, and the evolution of content marketing in the B2B space. He also shares insights on LGBTQ+ leadership and the impact of inclusivity in business. Takeaways Data privacy is a critical concern for businesses, and protecting consumer data is essential for maintaining trust and avoiding negative publicity. First-party data is a powerful asset for businesses, and collaboration with other companies can enhance its value and lead to better customer experiences. Content marketing in the B2B space is crucial for educating and engaging potential customers, and authenticity is key to its success. Inclusivity and authenticity in LGBTQ+ leadership can positively impact businesses and create a more supportive and diverse work environment. Ben’s Bio  Ben Cicchetti is Vice President, Corporate Marketing at InfoSum. Joining in early 2018, Ben leads InfoSum’s global marketing strategy and oversees the corporate marketing function including comms, PR, branding, content, and demand generation. With a strong background in the technology sector, Ben brings over a decade of invaluable experience to his role. Before joining InfoSum, Ben was Marketing Director at EV, a leading fintech business providing specialized financial forecasting software. In this capacity, Ben successfully developed and executed marketing strategies that contributed to EV's growth and market positioning. At InfoSum, Ben is responsible for taking InfoSum’s innovative data collaboration and data clean room technology and effectively building brand awareness to drive both demand and customer loyalty. Ben is also a passionate member of the LGBTQ+ community and chairs InfoSum’s LGBTQ+ Network, further fostering an inclusive and supportive work environment. Keywords data privacy, first-party data, content marketing, LGBTQ+ leadership, inclusivity in business Follow Justin on LinkedIn here Follow Ben on LinkedIn here

Summary In this episode of the Future Fuzz with Digital Marketing Podcast, host Justin Campbell interviews Darren Fell, the founder and CEO of Crunch, a software and service company for accounting and finance. They discuss the community-based approach that Crunch has taken to grow its brand and customer base, as well as the challenges faced by freelancers and contractors in the UK. They also touch on the impact of politics on small and medium-sized businesses and the future of entrepreneurship. Takeaways Crunch is a software and service company that provides accounting and finance solutions for freelancers, contractors, and small businesses. Crunch has taken a community-based approach to grow its brand and customer base, offering valuable content and support to its target audience. The UK government's policies and regulations, such as IR35, have had a negative impact on freelancers and contractors, leading to a decline in the sector. Crunch has expanded its services to cater to larger businesses, particularly in the e-commerce sector, to mitigate the effects of the decline in the freelancer and contractor market. The future of small and medium-sized businesses and entrepreneurship in the UK is uncertain, with politics and government policies playing a significant role in shaping the business landscape. Keywords Darren Fell, Crunch, accounting, finance, community, freelancers, contractors, small businesses, entrepreneurship, politics

Summary In this conversation, Paul Wilkinson, Director of Operations at Accelerate Agency, discusses his focus on sustainability and the challenges of implementing it in both personal and business life. He also shares insights into his leadership journey at Accelerate, including the importance of people and processes in scaling the business. Additionally, Paul talks about his side project, MostEcoFriendly.com, which aims to educate consumers on making eco-friendly purchasing decisions for household appliances. Takeaways Implementing sustainability in personal life is easier than in business life, but both are important. Building a strong team and optimizing processes are crucial for scaling a business. Differentiating a business in a competitive market requires specialization, quality, and niche targeting. Educating consumers and providing objective information can help them make eco-friendly purchasing decisions. Balancing perfectionism with positive action is key in the sustainability movement. Follow Paul on LinkedIn here Follow Justin on LinkedIn here 

Summary: In this episode Mitch Duckler, managing partner at FullSurge, discusses his latest book 'The Future Ready Brand' and the key themes covered in the book, including the impact of digital transformation on brands, the importance of artificial intelligence, the characteristics of Gen Z consumers, and the focus on health and wellness. He also shares insights from his interviews with 43 CMOs from Fortune 500 companies. The book provides valuable insights for marketers and brand strategists looking to navigate the rapidly changing landscape of the digital age. Takeaways: Digital transformation continues to impact brands, influencing their design, development, and activation. Artificial intelligence is a game changer in the market, with 70% of CMOs using AI in some way. Gen Z consumers have unique characteristics, with a focus on individualism, personalization, and purpose-driven values. Health and wellness have become increasingly important, with brands needing to consider holistic well-being and authenticity in their positioning and activation. The book 'The Future Ready Brand' provides valuable insights for marketers and brand strategists navigating the digital age. Understanding and Engaging Gen Z Consumers The Impact of Digital Transformation on Brands "Artificial intelligence really pulled away from the other two topics, right? And to the point where I even hesitate to talk about AI as an emerging technology, it's kind of here already." "Gen Z is considered to be the first entirely digital generation, right? They know nothing else." "Health and wellness and well-being is not just relegated to those that are in the quote unquote health and wellness space, right? It's really impacting every brand at least tangentially." Follow Mitch's LinkedIn profile here Follow Justin's LinkedIn profile here

Summary In this episode, Guy Rubin, CEO of Ebsta, discusses the concept of revenue intelligence and the importance of clean and consistent data in driving revenue. He shares insights from the 2023 benchmark report, highlighting the challenges faced by sales teams and the impact of slippage in the sales pipeline. Rubin also emphasizes the need for effective lead qualification and engagement with the buying committee. Additionally, he discusses the benefits of building a successful partner program and the lessons learned from mistakes and achievements. Takeaways Revenue intelligence is about understanding the signals that influence revenue and relies on clean and consistent data. Slippage in the sales pipeline can significantly impact win rates, and top performers are more effective at qualifying leads and engaging the buying committee. Building a successful partner program requires integrating your product or service into the partner's core offering and providing ongoing support. Learning from mistakes and achievements is crucial for growth and success in business. Follow Guy's LinkedIn Profile here Follow Justin's LinkedIn Profile here

Summary Tom Byrne, CEO of RocketMill, discusses the unique employee-owned structure of the agency and its acquisition by PMG. He explains how being employee-owned created a strong culture and sense of belonging within the agency. Tom also highlights the importance of AI in the agency ecosystem and how RocketMill is using AI to enhance their operations and provide value to clients. Additionally, he shares his personal experience with dyslexia and how it has shaped his perspective and approach to business. About Tom Tom Byrne is CEO of RocketMill, an integrated full-service, digital-first agency. With a career in data-driven performance marketing spanning over 16 years, Tom leads the business of +200 people offering expertise across data and analytics, media, digital experience and creative services. He is responsible for developing and maintaining the company's unique culture and identifying new areas of growth and acquisition. Takeaways - Employee-owned businesses can create a strong culture and sense of belonging within the organization. - AI is becoming increasingly important in the agency ecosystem and can provide value to clients through automation and data analysis. - Dyslexia can bring unique perspectives and skills to business, such as pattern recognition and tenacity. - Language should not be commoditized, and genuine human communication is essential in building relationships and trust. ⁠Follow Tom here⁠ ⁠Follow Justin here⁠