How Marketing and Sales Work Together to Drive Business Growth

In the latest B2B Marketing Excellence podcast episode, host Donna Peterson welcomed Jackie Kingsley, the Senior Director of ESG at a global distribution company, to share her expertise on integrating ESG initiatives into business operations. Jackie underscores the critical role of top management support, setting clear ESG goals, and engaging employees through education and participation. She highlights examples of how ESG efforts have led to operational efficiencies, cost savings, and a smaller carbon footprint, such as upgrading to energy-efficient systems and optimizing delivery routes. Jackie's insights into driving change, balancing training approaches, and fostering a culture of sustainability provided listeners with actionable strategies for enhancing their own ESG programs. The episode serves as a valuable resource for businesses aiming to make a positive environmental impact while also reaping financial benefits.They touch on-Importance of ESG initiatives for companies: tax incentives, reputation, brand loyalty, attracting talent, and appealing to investorsInsights on ESG, emphasizing environmental, social, and governance considerationsImportance of top management and board buy-in for successful ESG implementationSuccess stories of ESG initiatives leading to operational improvements and cost savingsEmphasis on renewable energy sources and commitment to achieving 100% green kilowatt hoursApproach to engaging employees in ESG initiatives, including employee resource group and webinarsInitiatives and training programs for environmental sustainability and safetyIf you would like to continue this conversation, please feel free to contact Donna Peterson at [email protected].____________________________________________________________________________________________________Subscribe to the B2B Marketing Excellence podcast so you do not miss an episode. Apple PodcastsYouTubeSpotifyAmazon MusicAudibleYouTube MusicGoogle Podcasts

In this episode of the B2B Marketing Excellence podcast, host Donna Peterson and guest Kait Wilsterman, Marketing & Community Relations Manager at TuscoMFG discuss the strategic use of LinkedIn for B2B marketing in the manufacturing sector. They highlight the importance of aligning LinkedIn content with a company's vision and values, the benefits of personal and company pages, and the need for flexibility in content planning. The conversation also covers the role of employee engagement on LinkedIn and the platform's value for networking and industry engagement.  They touch on-Challenges faced by manufacturers with lean marketing teamsStrategic use of LinkedIn for marketingLeveraging LinkedIn for sharing informative contentImportance of consistency in posting and use of scheduling toolsBenefits of company and individual LinkedIn pagesImportance of flexibility in content planningSignificance of employee engagement on LinkedInImportance of personalized and authentic communication on LinkedInEvolving role of LinkedIn beyond job searchingIf you would like to continue this conversation, please feel free to contact Donna Peterson at [email protected].____________________________________________________________________________________________________Guest Bio: As the Marketing & Community Relations Manager at TuscoMFG, Kait creates and administers effective marketing campaigns that generate leads and drive sales for the company. She has an MBA in Marketing and over 10 years of experience in marketing communications, content creation, and social media management. Her primary duties entail creating and administering nurture email campaigns, content creation for website and social media, and assisting the sales team with qualifying leads and prospective clients. Additionally, she coordinates with outside agencies for outbound lead generation and market penetration campaigns. Linkedin: https://www.linkedin.com/in/kaitgw/____________________________________________________________________________________________________Subscribe to the B2B Marketing Excellence podcast so you do not miss an episode. Apple PodcastsYouTubeSpotifyAmazon MusicAudibleYouTube MusicGoogle Podcasts

In this episode of the B2B Marketing Excellence podcast, host Donna Peterson and guest Kristi Dougherty, Founder & Chief Consultant at Reach Consultancy delve into the critical aspects of marketing and planning successful business events. They tackle the importance of budgeting, understanding audience demand, and the rise of niche-specific events and executive retreats. With the event landscape evolving, they emphasize the need for companies to adapt by offering targeted experiences that provide educational content and networking opportunities. kristi also shared her expertise on the ideal marketing timelines for various types of events, from large trade shows to intimate customer-targeted gatherings, and the shift in webinar promotions. The discussion highlighted the importance of aligning marketing messages with potential attendees' interests to capture their attention effectively. For businesses seeking to enhance their event strategies, this episode offers valuable guidance and actionable insights.Relevance of trade shows in the current marketing landscapeValue of in-person events in the digital ageImportance of first-party data and audience growth strategiesSignificance of creating valuable and educational contentBenefits of in-person events compared to virtual eventsTrend of upper management and entire teams attending trade showsAnticipating and preparing for organizing an in-person eventTrend of smaller, niche-specific eventsRise of executive retreats and specialized workshopsMarketing and planning timelines for business events If you would like to continue this conversation, please feel free to contact Donna Peterson at [email protected].____________________________________________________________________________________________________Guest Bio: Kristi Dougherty is a Media & Event Consultant and Industry Speaker, focused on magazine brand & revenue management; event launches and management: strategy, operations, marketing, and agendas; general marketing strategy and execution, revenue growth across channels and corporate level leadership.Linkedin: www.linkedin.com/in/kristidougherty____________________________________________________________________________________________________Subscribe to the B2B Marketing Excellence podcast so you do not miss an episode. Apple PodcastsYouTubeSpotifyAmazon MusicAudibleYouTube MusicGoogle Podcasts

In this episode of the B2B Marketing Excellence podcast, host Donna Peterson and guest Stacy Gaines, Business Development Manager at Texture Publishing, explore marketing strategies for pharmaceutical manufacturers. They emphasize the significance of building trust, setting realistic timelines, and understanding the sales cycle. Stacy shares her four tried-and-true strategies, highlighting the importance of asking questions and maintaining relationships. They discuss the value of in-person meetings and the need to be strategic and persistent in pursuing partnerships. Stacy also advises making it easy for clients to buy and being honest about onboarding times. The conversation covers the nuances of relationship building and the importance of knowing when to refer business elsewhere to maintain trust.Importance of building relationships in marketing for pharmaceutical manufacturersSegmenting files for effective marketing strategiesPrioritizing metrics for evaluating campaign successStrategies for building trust and relationships with clientsRealistic timeline for building trust and closing dealsImportance of multiple touch points in the sales cycleStrategic approach to lead generation and differentiation from competitorsImportance of in-person meetings and face-to-face interactionsPersistence and finding new ways to reach potential clientsMaking it easy for clients to buy from you and setting realistic expectations If you would like to continue this conversation, please feel free to contact Donna Peterson at [email protected].____________________________________________________________________________________________________Guest Bio: Stacy Gaines is a Senior Business Development Manager focused on sales operations and marketing with deep experience in the technology, entertainment and service industries. She is a hands-on leader and mentor who builds high performance teams to assist with new account development, strategic partnerships, advertising, P&L mgmt, print media.____________________________________________________________________________________________________Subscribe to the B2B Marketing Excellence podcast so you do not miss an episode. Apple PodcastsYouTubeSpotifyAmazon MusicAudibleYouTube Music

In this episode of the B2B Marketing Excellence podcast, host Donna Peterson interviews Simone Bonino from Altair about strategies to grow industrial brands. They discuss the importance of understanding the market, knowing product USPs, and maintaining focus in go-to-market plans. Simone emphasizes the need for intuitive software solutions, addressing labor challenges, and the transition to smart factories. They also touch on the significance of branding and education in marketing. Simone shares insights on content creation, advocating for solution explainers using CGI or infographics to convey complex technical concepts effectively.During this podcast we touched on- Developing and delivering a global go-to-market plan for manufacturing solutionsDifferentiating Altair's manufacturing solutions in a competitive marketEffective content creation and multimedia strategiesCollaborative approaches for global marketing activitiesKnowing the market and understanding customer painsIdentifying solutions' unique selling points and addressing customer painsFocusing on specific target personas and detailed strategy executionDifferentiating Altair's manufacturing solutions in a competitive marketLeveraging technology to address talent challenges and digital transformationEducating the next generation of engineers and building relationships through education If you would like to continue this conversation, please feel free to contact Donna Peterson at [email protected].____________________________________________________________________________________________________Guest Bio: Simone has over 30 years of experience in the PLM and manufacturing industry. As VP, Business Development, Manufacturing Solutions at Altair, he is responsible for developing, delivering, and supporting global go-to-market strategies for Altair's manufacturing solutions. He focuses on identifying scalable and proven solutions to replicate success across direct and indirect channels. ____________________________________________________________________________________________________Subscribe to the B2B Marketing Excellence podcast so you do not miss an episode. Apple PodcastsYouTubeSpotifyAmazon MusicAudibleYouTube Music  

In this podcast episode, Haley Pesce from DealCloud joins the interviewer, her mother, to discuss the synergy between marketing and sales. They explore how these departments can collaborate to improve client relationships and drive business growth. Haley shares her approach to building trust with clients, including personalizing outreach with her headshot. The conversation touches on the importance of maintaining client relationships post-sale and the value of incorporating client feedback into product development. The episode wraps up with a mutual appreciation for the insights shared, highlighting the benefits for the podcast's audience.If you would like to continue this conversation, please feel free to contact Donna Peterson at [email protected] Bio: Haley PesceI am an Associate Client Development Director at DealCloud, a leading provider of software solutions for the private capital markets. With over 3 years of experience in sales and marketing, I help drive expected value and growth out of target regions and segments across various sectors of private capital, such as private equity, investment banking, venture capital, and real estate.My core competencies include identifying and qualifying prospects, developing and implementing targeted marketing campaigns, negotiating contracts, performing due diligence, cold-calling, and keeping up with market trends. My mission is to deliver exceptional service and value to our clients and prospects and to leverage my domain expertise in financial services and digital strategy.================================== Let's Connect: LinkedIn Live Tuesday 4:00 pm EST https://www.linkedin.com/in/donnaapeterson/================================== Subscribe to get notifications on new episodes when they become available.Subscribe via Apple Podcast - https://podcasts.apple.com/us/podcast/the-world-innovators-podcast/id1553086832Subscribe via Spotify - https://open.spotify.com/show/39val2FZWA1OWGnJjiw1f5https://www.worldinnovators.com/b2bmarketingexcellence 

In this episode of the B2B Marketing Excellence Podcast, host Donna Peterson spoke with Courtney Nagel from WTWH Media about adapting marketing strategies in a dynamic market. They discussed the importance of industry-specific messaging, building trust and credibility, and the role of multichannel marketing. Courtney emphasized the need for agility, honest conversations with partners, and learning from both successes and failures. They also touched on the impact of digital and remote interactions on B2B marketing, the significance of understanding customer preferences, and the importance of trust and collaboration within a company.Some of the topics they covered are:03:00- Balancing Lead Generation and Branding - Navigating the balance between lead generation and branding in marketing, emphasizing the importance of building audience trust.10:47- Utilizing ChatGPT and Industry Specific Content - The value of utilizing resources like ChatGPT and industry-specific content to create tailored marketing messages.18:05- Community Engagement and Audience-Centric Approach - The focus on community engagement and an audience-centric approach in publishing to keep subscribers engaged and informed.21:25- Honest discussions and turning marketing strategies around - The importance of honest discussions with partners, turning marketing strategies around, and the impact of testing new approaches.23:20- Challenges in tracking marketing ROI - Challenges in tracking marketing ROI and the confidence needed in reaching the right audience.26:18- The effectiveness of multichannel marketing and the importance of frequency - The effectiveness of multichannel marketing, the importance of frequency in emails, and the impact of timing in marketing communications.34:46- Building trust, teamwork, and transparent communication - The importance of building trust, teamwork, and transparent communication within departments for effective collaboration.For WTWH Media, growth and expansion is a direct result in knowing their audiences and giving them the information they truly need.If you would like to talk about WTWH Media advertising opportunities, please feel free to reach out to Donna Peterson at [email protected] Bio:Courtney Nagle Senior Vice President, WTWH MediaSenior Vice President at WTWH Media focused on building strong customer relationships and delivering true ROI for marketers. At WTWH, we are passionate about tech-enabled B2B media, focusing on customers and their success, events to bring buyers and sellers together, and high quality brands and content. Our vision is to be the preeminent data-driven, tech-enabled B2B digital media platform combining multi-vertical audience reach with a full suite of B2B demand solutions.================================== Let's Connect: LinkedIn Live Tuesday 4:00 pm EST https://www.linkedin.com/in/donnaapeterson/ ==================================  Subscribe to get notifications on new episodes when they become available.Subscribe via Apple Podcast - https://podcasts.apple.com/us/podcast/the-world-innovators-podcast/id1553086832Subscribe via Spotify - https://open.spotify.com/show/39val2FZWA1OWGnJjiw1f5 https://www.worldinnovators.com/b2bmarketingexcellence

In this episode of the B2B Marketing Excellence Podcast, Donna and Tiago Ferreira, founder of Podsqueeze, discuss the role of podcasting in fostering relationships that instill trust. Tiago, host of the Wannabe Entrepreneur podcast, shares how podcasting has been a learning tool and a way to connect with admired entrepreneurs. Additionally, they explore the use of AI tools like PodSqueeze for content creation, which Tiago co-founded to assist podcasters with show notes and repurposing content. The conversation touches on the challenges of measuring the direct impact of podcasting on business growth but highlights its value in branding and relationship building.Potential for podcasts to help businesses connect with their audience and build trust.Use of AI tools like PodSqueeze to generate content for podcasts.Discussion on the frequency of podcast episodes and the importance of consistency.Importance of podcasting as a tool for branding, marketing, and self-development.The role of podcasting in creating an intimate and personal connection with the audience.Podcasting is a great way for listeners to get to know you and your brand. People like to work with people like themselves and with a podcast they will find a common bond. This is priceless.If you would like to continue this conversation, please feel free to contact Donna Peterson at [email protected] Bio:Tiago Ferreira is the founder and host of the podcast Wannabe Entrepreneur and co-founder of Podsqueeze. For the past few years, he has been immersed in his own ventures, pushing the boundaries of what's possible. Podsqueeze is an incredible app that is making waves as it helps people transform their podcasts into captivating show notes using the power of AI and other text-based technologies. The growth has been phenomenal, and Tiago is absolutely buzzing with excitement about the project. With the app's tremendous growth, Tiago couldn't be more excited about the possibilities it holds. ================================== Let's Connect: LinkedIn Live Tuesday 4:00 pm EST https://www.linkedin.com/in/donnaapeterson/ ================================== Subscribe to get notifications on new episodes when they become available.Subscribe via Apple Podcast - https://podcasts.apple.com/us/podcast/the-world-innovators-podcast/id1553086832Subscribe via Spotify - https://open.spotify.com/show/39val2FZWA1OWGnJjiw1f5 https://www.worldinnovators.com/b2bmarketingexcellence 

In this episode of the B2B Marketing Excellence podcast, host Donna Peterson and guest Matthew McClosky discuss the adoption and practical use of AI tools like chatGPT in sales and marketing. Matthew shares his experiences with incorporating chatGPT into his sales process for prospecting and creating personalized outreach stories.00:04:17 - Personalization in Sales Emails - Matthew emphasizes the importance of personalizing sales messages and shares his approach to using ChatGPT for creating engaging email content.00:06:54 - Sharing Conversations with Colleagues - Matthew discusses the benefit of sharing ChatGPT conversations with colleagues and building on successful interactions.00:09:14 - Understanding and Personalizing Responses - Matthew and Donna discuss the need for understanding and personalizing ChatGPT responses for effective communication.00:14:12 - Getting Started with ChatGPT - Matthew provides three key steps for getting started with ChatGPT: signing up, understanding the environment, and practicing with prompting.If you would like to continue this conversation, please feel free to contact Donna Peterson at [email protected] Bio:Matthew McClosky, Sales Executive & Early Adopter of Technology "ChatGPT"I am a persistent and hardworking professional with a passion for sales. My strength lies in my ability to adopt and apply new technologies, including but not limited to CRM Systems and Generative Pre-trained Transformers like ChatGPT, allowing me to excel in an ever-changing B2B Sales environment. ================================== Let's Connect: LinkedIn Live Tuesday 4:00 pm EST https://www.linkedin.com/in/donnaapeterson/ ================================== Subscribe to get notifications on new episodes when they become available.Subscribe via Apple Podcast - https://podcasts.apple.com/us/podcast/the-world-innovators-podcast/id1553086832Subscribe via Spotify - https://open.spotify.com/show/39val2FZWA1OWGnJjiw1f5https://www.worldinnovators.com/b2bmarketingexcellence 

In this episode of the B2B Marketing Excellence Podcast, Donna spoke with Erik Qualman, a digital leader with Equalman Studios and a bestselling author. They had a wide-ranging discussion on the key aspects of digital leadership and innovation, emphasizing the importance of asking good questions, understanding customer needs, and providing excellent customer service.Erik introduced the acronym STAMP, representing the five habits of successful digital leaders: Simple, True, Action, Map, and People. They also discussed the importance of transparency, owning up to mistakes, and focusing on what's not going to change rather than constantly chasing the next big thing. The conversation highlighted the need for a balance between digital and physical components in business.Here are just some of the topics discussed:Importance of asking good questions in cultivating relationships with the audience.Avoiding self-promotion and focusing on addressing customer challenges.Importance of transparency in the digital world.Focusing on what's not going to change in digital leadership and innovation.Identifying and developing one's true superpower.Standing out in a noisy market by focusing on what works.Donna highly recommends that all business leaders should read Erik’s book, “Digital Leader: 5 Simple Keys to Success and Influence”.If you would like to continue this conversation, please feel free to contact Donna Peterson at [email protected]. Guest Bio:Erik Qualman5x Bestselling Author and Motivational Speaker, Erik Qualman, has performed in 55 countries and reached over 50 million people. Qualman was voted the 2nd Most Likeable Author in the World behind Harry Potter's J.K. Rowling. For availability: 617-620-3843 or [email protected] work has been used by the National Guard to NBCUniversal to NASA.His animation studio Equalman Studios has produced work for Disney, Raytheon, Mondelez International, Takeda, Chase, Verisign, Hearts on Fire, and many other brands.https://www.linkedin.com/in/qualman/ ================================== Let's Connect: LinkedIn Live Tuesday 4:00 pm EST https://www.linkedin.com/in/donnaapeterson/ ==================================  Subscribe to get notifications on new episodes when they become available.Subscribe via Apple Podcast - https://podcasts.apple.com/us/podcast/the-world-innovators-podcast/id1553086832Subscribe via Spotify - https://open.spotify.com/show/39val2FZWA1OWGnJjiw1f5https://www.worldinnovators.com/b2bmarketingexcellence