Perception Economics – How businesses can shape customer perception to drive success - Shira Abel

Is your business missing out by keeping marketing and customer success separate? In this week’s episode of Tech Marketing Trends, we explore why marketing and Customer Success (CS) must work closer than ever to drive growth and retention. Our guest, Seán Reid, Manager - Account Management EMEA at Tive Inc, shares his expertise on how businesses can leverage this collaboration to reduce churn, strengthen customer relationships, and drive revenue growth. In this episode, we discuss: Why marketing and CS alignment is now a priority – SaaS companies are facing tighter budgets and increased churn, making collaboration between these teams more crucial than ever. How CS can fuel better marketing – Customer Success teams hold key insights on retention trends, customer needs, and ICP refinement—knowledge that can transform marketing strategies. The evolving role of CS in business growth – More companies are shifting from seeing CS as a support function to recognizing its impact on revenue growth and customer expansion. How to foster better collaboration – Practical steps to break silos, integrate CS data into marketing efforts, and drive measurable success. Tune in to discover how a strong marketing-CS partnership can give your company a competitive edge. Connect with Seán on LinkedIn: https://ie.linkedin.com/in/sean-reid  

Curious about how your business can shape customer perception to drive success? In this week’s episode of Tech Marketing Trends, we explore this topic with our guest, Shira Abel—a keynote speaker, CEO of Hunter & Bard, and creator of The Perception Formula. Shira has collaborated with companies like Siemens, Allianz, and Samsung, and she shares insights on how understanding perception economics can give companies a competitive edge in marketing, sales, and team collaboration. In this episode, we discuss: What perception economics is and why it matters: The concept that how a brand is perceived directly impacts revenue and overall business success. The Perception Formula: The four H’s and practical applications for businesses: Shira introduces her framework—Heuristics, Hormones, History, and Heritage—for understanding and influencing customer perception. She explains how companies can apply this model to refine messaging, build trust, and improve sales and customer relationships. AI’s impact on B2B marketing: How artificial intelligence is transforming marketing strategies, from personalized messaging to the decline of cold email outreach. The return of events and relationship-driven marketing: Why in-person connections and strong personal branding are more critical than ever in the current business landscape. Tune in to discover how perception economics can help your business stand out, build trust, and close deals more effectively.   Visit Shira’s LinkedIn: https://www.linkedin.com/in/shiraabel Visit Shira’s Website: https://shiraabel.com/

How can B2B companies break out of the 'Sea of Sameness'? In this week’s episode of Tech Marketing Trends, we explore why many B2B companies struggle to differentiate themselves in an oversaturated market and how they can stand out with compelling messaging. Our guest, David Priemer, founder and chief sales scientist at Cerebral Selling and author of Sell the Way You Buy, shares expert insights on how to connect with buyers and break free from generic marketing tactics. In this episode, we discuss: The overload of similar solutions – With 14,000+ martech products, differentiation is harder than ever. Buyers are overwhelmed, making traditional tactics less effective. Why product- and ROI-driven messaging fails – Features and ROI claims don’t engage buyers. Decisions are driven by belief and emotion, not just numbers. The power of experience in B2B sales – Customers buy into the buying experience, not just the product. A bad sales interaction can harm a brand more than its actual offering. Problem- and journey-centric messaging – The key to standing out is addressing buyers’ real, often unspoken, problems before they even recognize them. Tune in to learn how to create messaging that breaks through the noise and makes a lasting impact. Visit David’s LinkedIn: https://ca.linkedin.com/in/dpriemer Get David’s book Sell the Way You Buy: https://www.amazon.com/Sell-Way-You-Buy-Approach/dp/1989603203

How is AI reshaping the martech landscape in 2025? In this week’s episode of Tech Marketing Trends, we welcome back Scott Brinker, VP of Platform Ecosystem at HubSpot and Editor at ChiefMartec. He shares insights from his Martech for 2025 Report, where AI’s rapid evolution is reshaping the industry faster than ever. In this episode, we discuss: The explosion of AI-driven martech – Over 3,000 new AI-native products have emerged in just 18 months, dramatically altering the competitive landscape. The rise of AI automation and AI agents – AI-powered agents are streamlining workflows, integrating systems, and even making autonomous decisions. Data as a competitive advantage – Companies with strong data infrastructure and AI integration will gain a significant edge. Startups versus industry giants – While startups drive innovation, major players like Adobe, Salesforce, HubSpot, and Microsoft are leading the charge in AI adoption. Tune in to explore how AI is transforming marketing, the key trends for 2025, and how marketers can stay ahead in an AI-powered world. Connect with Scott on LinkedIn: https://www.linkedin.com/in/sjbrinker Read the Martech for 2025 Report on ChiefMartec: chiefmartec.com

How can B2B companies effectively align marketing and sales to drive growth and optimize customer journeys? In this week’s episode of Tech Marketing Trends, Steffen Hedebrandt, Co-Founder and CMO of Dream Data, guests. Dream Data, with over 50 employees and offices in Copenhagen and New York, offers a platform that attributes revenue to specific marketing activities, helping B2B businesses gain clarity on their customer journeys and optimize marketing performance. Steffen discusses:  Shift from Google to LinkedIn ads – Due to cost-effectiveness and improved targeting capabilities, LinkedIn has become a more strategic choice for B2B marketing. Monitoring engagement signals – Tracking customer interactions helps optimize marketing efforts and align sales strategies with real buyer behavior. The power of thought leadership and data aggregation – Establishing industry credibility while integrating data from multiple sources provides a clearer customer journey and improves marketing efficiency. Tune in to discover practical insights on aligning marketing and sales, improving customer journey analysis, and optimizing your strategies for growth! Connect with Steffen on LinkedIn: https://dk.linkedin.com/in/steffenhedebrandt Visit Dreamdata: https://dreamdata.io/?utm_source=redirect&utm_medium=dreamdata.com

What does it take to sell successfully by prioritizing human connection? In this week’s episode of Tech Marketing Trends, Andy Paul, a renowned sales expert and author of Sell Without Selling Out, shares insights from his 40-year career in B2B sales. Andy emphasizes the importance of human competencies like: connection, curiosity, understanding, and generosity, over technical sales processes. In this episode, Andy discusses: Why trust and emotional connections are more crucial than ever in sales. Insights from Gartner and Trinity Perspectives on how human sellers’ experiences influence buyer decisions. The importance of helping buyers define their problems, opportunities, and outcomes to build trust and credibility. Andy explains how salespeople can go beyond technology and processes to focus on what truly matters: fostering meaningful relationships that drive success. If you're looking to elevate your sales approach with actionable strategies, tune in and listen to this episode! Connect with Andy on LinkedIn: https://www.linkedin.com/in/realandypaul Visit Andy’s website: https://www.andypaul.com/  

What does it take to sell successfully by putting the buyer first? In this episode of Tech Marketing Trends, Carole Mahoney, a renowned sales mentor and author, dives into her "buyer first" methodology, emphasizing the importance of focusing on the buyer's needs rather than the seller's. She shares how understanding buyer psychology, including the role of dopamine when people talk about themselves, can help build trust and foster meaningful connections. In this episode, Carole discusses: Key insights from her research and book. The importance of asking the right questions to uncover buyer needs and aligning sales strategies with the buyer’s journey. Practical tips for preparing effectively and succeeding in sales conversations. Carole also shares details about her upcoming book on hiring and scaling effective sales teams. If you're looking for actionable advice to transform your sales approach and build trust with buyers, don't miss this episode!  Connect with Carole on LinkedIn: https://www.linkedin.com/in/carolemahoney  Visit Carole's website: https://www.carolemahoney.com/ 

What does it take to create demand and stand out in today’s competitive markets, like HR tech? In this episode of Tech Marketing Trends, Deanna Shimota, CEO of Growth Mode Marketing, explores the key principles of demand generation and how businesses in crowded industries can differentiate themselves. Drawing on her extensive expertise, Deanna shares actionable insights into creating strategies that resonate with the right audience and drive long-term growth. In this episode, Deanna breaks down: The three pillars of demand generation: strategy, content, and distribution How to define your Ideal Customer Profile (ICP) and craft a Unique Point of View (UPV) to stand out in competitive markets like HR tech Creating content that captures attention and engages prospects throughout the funnel Distributing content effectively using owned, managed, and third-party channels Measuring success by focusing on long-term brand awareness and revenue instead of short-term lead generation If you’re looking for practical advice to create demand and stand out in industries like HR tech, this is an episode you won’t want to miss! Connect with Deanna on LinkedIn: https://www.linkedin.com/in/deannashimota Visit Growth Mode Marketing’s website: https://growthmodemarketing.com/

How can businesses adapt qualitative research methods in a post-pandemic world to uncover new opportunities and better understand their customers?  David Schneer, a qualitative research expert, CEO of Merrill Research, and author of Backbone, shares strategies to transform business decision making through deeper customer insights.  Tune in to this week's episode with David Schneer to discover:  The power of body language and non-verbal cues in understanding customer emotions.  Lessons from real-world studies, like developing ink cartridges leading to the development of super tank printers and fostering trust in B2B relationships.  The importance of:  Curiosity  Resilience  Staying close to customers  How to synthesize complex customer insights into actionable recommendations.  Key distinctions between qualitative and quantitative research—and when to use each.  Connect with David Schneer on LinkedIn:https://www.linkedin.com/in/schneer1merrillresearch  Visit Merrill Research's website: https://merrillresearch.com/   

In this episode, we’re exploring a cornerstone of growth and innovation in the tech industry—Go-to-Market Partnerships. Joining us is Barrett King, a seasoned expert in crafting and scaling successful GTM partnerships. With years of experience at HubSpot and now leading initiatives at Ramp, Barrett has a wealth of insights into building strategic alliances that drive transformational growth. In this episode, Barrett shares his journey and expertise on: The foundational steps to creating effective partnerships The secrets behind HubSpot’s thriving partner ecosystem Common pitfalls in GTM partnership strategies and how to avoid them The evolving role of partnerships in an increasingly automated, tech-driven world Whether you’re looking to deepen your understanding of GTM partnerships or seeking actionable advice to enhance your strategy, this conversation is one you won’t want to miss. Connect with Barrett on LinkedIn: https://www.linkedin.com/in/barrettjking/ Visit the Ramp website: https://ramp.com/