Fixing B2B – Why It’s Time to Rethink the Model - Drew Neisser

What if the biggest threat to your pipeline isn’t the competition — but your own strategy?    This week's guest on Tech Marketing Trends, Drew Neisser, CEO of CMO Huddles, explains why so many go-to-market strategies are falling short — and how B2B marketers can evolve their approach to succeed in today’s complex buying environment. Key takeaways: Deals are stalling, not closing — CFOs are saying “no” due to uncertainty, not because of competitive losses. Close rates are the new battleground. Instead of chasing volume, focus on fewer, better-qualified opportunities that actually convert. MQLs don’t equal business value. Many teams are optimizing for the wrong metrics. Separating brand and demand weakens your impact. Alignment drives better long-term results. Marketing and sales operate on different clocks. Sales expects quarterly impact; marketing delivers its biggest value over 6–12 months — and must learn to communicate that. Community-, employee-, and purpose-led growth are emerging as more sustainable paths forward. A brand that stands for nothing won’t survive. Consistency and differentiation are your edge. This episode will inspire you to rethink your strategy and build a brand that’s built to last. Tune in to listen.   Visit Drew’s website: https://thedrewblog.com/   Connect with Drew on LinkedIn: https://www.linkedin.com/in/drewneisser 

Are you approaching Generative AI the right way? In this week’s episode of Tech Marketing Trends, Dr. Cindy Gordon CEO & Founder at SalesChoice Inc, shares how companies can work smarter with generative AI in sales and marketing. We unpack both the opportunities and the risks, and what it really takes to build responsible, effective AI strategies today. In this episode, we discuss: Why it’s smart to begin with low-risk, internal use cases—and how building foundational data practices can help avoid costly mistakes down the line. What most companies overlook when jumping on the AI hype train, including issues like hallucinations, legal risks, and false promises of ROI. How generative AI is already changing sales and marketing roles—automating routine work while increasing the demand for creativity and strategic thinking. The importance of having solid AI governance in place, from ethical review boards to “human-in-the-loop” systems that reduce risk and protect your brand.  Tune in to the episode to hear Cindy’s take on what works, what doesn’t, and how to build a future-ready AI approach that aligns with both business goals and human values. Tune in to the episode to hear Cindy’s take on what works, what doesn’t, and how to build a future-ready AI approach that aligns with both business goals and human values.   Visit Cindy's LinkedIn: https://ca.linkedin.com/in/cigordon 

Are you making the most of outbound marketing? In this week’s episode of Tech Marketing Trends, Mark Colgan, B2B Sales Consultant at Yellow O & Claymaker at Clay, shares innovative outbound marketing strategies and how the power of personalization—when done right—can drive better results. He also explains how Clay is revolutionizing sales and marketing by enabling smarter prospecting with real-time data. In this episode, we discussed: Why outbound marketing is evolving – Email deliverability is tougher, and generic cold outreach is losing effectiveness. Businesses need smarter segmentation, timing, and messaging. The power of personalization done right – Personalization is only effective when it’s relevant. Instead of generic details, outreach should focus on real pain points and business challenges. How signals and triggers improve outreach – Leveraging buying signals like funding rounds, leadership changes, and hiring trends helps businesses reach the right prospects at the right time. How Clay is transforming outbound efforts – Clay automates list-building, enriches CRM data, and integrates multiple data sources to create hyper-personalized campaigns at scale. Tune in to the episode to learn how to refine your outbound strategy with data-driven insights and effective personalization. Visit Mark's LinkedIn: https://pt.linkedin.com/in/outboundsalestech?trk=people-guest_people_search-card 

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/