B2B Marketing Brief

Over the past three episodes, we’ve explored how professional relationships are essential for getting buy-in; rallying support for your latest, ambitious marketing plan; and even for job security. At the intersection of B2B and SaaS is a tight community of marketers, meaning one day that person you’ve hired may hire you. So, as we conclude our miniseries, we’re discussing that critical topic: recruiting and retaining talent.

Few professional milestones are as electrifying and anxiety-provoking as launching your debut marketing plan. Why? Because here your planning - gathering resources, plugging gaps and stoking buy-in - turns into action. Optimistic projections become cold, hard metrics. And everyone from the CEO to junior staffers are watching. Of course, you’re not the first CMO at a SaaS company to launch a marketing plan. Many have walked in your shoes. Discover how they navigated the highs and lows on the third installment of our Hired podcast miniseries.

Great marketing ideas come naturally to you. But will others recognize and join your vision? Our sophomore episode of the ongoing Hired miniseries - about the experiences of recently hired CMOs - digs into the obstacles and solutions to generating buy-in for your marketing program. Our guest is Frances Zelazny, the CEO at Anonybit, a startup that focuses on decentralized biometrics. Prior to joining Anonybit, she was the CMO at Signals Analytics and Chief Strategy and Marketing Officer at BioCatch. With two-decades of experience, Frances shared with us a wealth of experience at tech startups and what it takes to sell your vision.

You're a new CMO with too much on your plate. Where do you start? Avoid getting overwhelmed by learning best practices to assess resources and identify gaps. It’s your first day as the new CMO of a SaaS company with aggressive growth goals. Where do you start? Yours, your team's and company's resources are already allotted, limited, or — worse yet — non-existent. After a review, CMOs may find that what marketing budget exists doesn’t align with company objectives. On top of creating or managing a marketing strategy and digital program, there's the added challenge to demonstrate to the CEO that you're a responsible steward of people, time, and budget. Tune into the B2B Marketing Brief podcast as we kick off "Hired," our mini-series detailing what it's like to be a new CMO, and unpack the intricacies of assessing existing marketing resources and identifying gaps. This episode features an interview with Jordan Kendall, president of advisory at Security Compass. Join B2B Marketing Brief host John Walker as Jordan shares insights from his extensive 30-year career building, managing, and motivating sales and marketing teams at world-class organizations, including Aon, PwC, and Deloitte.

Every great marketing project starts with a brief. This is your B2B Marketing Brief. Brought to you by Beacon Digital, B2B Marketing Brief is a podcast by marketers, for marketers, and delves into their unique challenges and successes. Unlike B2C marketing, B2B is still fine-tuning its strategies and voice. Join co-hosts John Walker and Samantha Spoto for insightful interviews with B2B marketing experts. Discover what steps successful marketing heads took during their early careers and how they managed aggressive growth goals. Each season is a compact four-episode mini-series that focuses on one theme. Listen to an entire mini-series or individual episodes, which unpack specific marketing tactics.