The B2B Marketing Exchange Podcast features candid insights from those who live and breathe B2B. Every week, we'll feature the industry's top influencers and practitioners, who will touch on top-of-mind topics around content strategy, demand generation, account-based marketing, and sales enablement. Subscribe now to get a front-row seat to intimate conversations and top-rated talks from our premier events.
Making Marketing & Sales Alignment Dreams a Reality
30:59It's the dream that marketers and salespeople have been chasing since long before they were given those titles: Perfect alignment between marketing and sales. Achieving this kind of synergy is especially critical for B2B organizations, where deep interactions are required to close deals with large customers. But here’s the good news: It’s not impossible!In this episode, we take a look back at the keynote from last year’s B2B Sales & Marketing Exchange presented by Ali Haeri of MNTN. Ali shares his experience running the marketing team at MNTN, and provides tips and best practices for finally creating that alignment B2B companies have strived for the last three decades.Tune in to learn: How we should re-examine the relationship between B2B sales and marketing; Why the fundamentals always win and drive success; How sales teams can effectively team up with marketing on touchpoint campaigns; and How to meet sales expectations while giving marketing the freedom to try new things. RELATED LINKS It’s almost time for B2BMX 2023! Use the code PODCAST25 during checkout to get 25% off your ticket! Learn more about MNTN! Connect with Ali on LinkedIn!
How To Create Value For Your Customers & Business
41:48The concept of “value creation” is growing in popularity as brands look to improve business performance and maximize customer value. For Michael Ruby, President and Chief Creative Officer at Park & Battery, value creation better positions businesses to differentiate their offerings from those of competitors, increase customer loyalty and satisfaction and improve the overall profitability of their operations.In this episode, Michael shares a sneak peek at the first-ever Campfire Session at #B2BMX, where attendees will gain hands-on experience and learn how incorporating a value creation mentality into go-to-market initiatives can drive results!Check out this episode to learn: What value creation is and how it works; How to effectively measure content efforts to ensure you are providing value; How to encourage others to tap into their creativity; and Things to keep in mind when tackling new content formats – like podcasts! RELATED LINKS Check out the agenda and register for B2BMX 2023 — use the code PODCAST25 during checkout to get 25% off your ticket! Learn more about Park & Battery! Connect with Michael on LinkedIn and Twitter!
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Strategies For Providing Buyers With Personalized Digital Experiences
30:54In today's marketing landscape, no one wants to feel spammed or bombarded with ads, which is something marketers traditionally struggled with when trying to advertise their solutions. According to Daniel Englebretson, Founder and Chief Customer Officer at Khronos, leveraging ABM and personalization strategies can help marketers ensure they are delivering valuable information rather than just advertising noise.In this episode, Hosts Klaudia Tirico and Kelly Lindenau bring listeners back to Daniel’s #B2BSMX session, where he shared tips and tactics to use different channels and opportunities for personalized digital experiences. More importantly, he discussed strategies for driving the highest engagement with ABM via 1:1 messaging.Listen in to learn: The different channels marketers can leverage for personalized experiences; How to address the entire “spectrum of relevancy” with ABM campaigns; and Some helpful use cases to show how to put these efforts into practice. RELATED LINKS Check out the agenda and register for B2BMX 2023 — use the code PODCAST25 during checkout to get 25% off your ticket! Learn more about Khronos! Connect with Daniel on LinkedIn and Twitter!
How Photogrammetry & Web3 Fit Into B2B Marketing
25:50Modern B2B marketers can captivate their customers and amplify their campaigns with state-of-the-art experiences, utilizing everything from interactive 3D billboards to augmented reality shopping. David Morris, an Experiential Consultant with NYCAP3D, is helping educate B2B leaders on how Web3 integrations and photogrammetry – the science and tech of making measurements from photographs – are exciting new tools that can build deeper emotional connections with customers.In this episode, David shares details on photogrammetry, how it fits in the B2B marketing landscape and practical ways to leverage this new technology to build relationships with potential customers.Tune in to learn: David’s thoughts on the current state of the B2B marketing landscape; How photogrammetry and other Web3 integrations impact the “quality versus quantity” debate in B2B marketing; and What B2BMX 2023 attendees can expect from David’s session in Scottsdale. RELATED LINKS Check out the agenda and register for B2BMX 2023 — use the code PODCAST25 during checkout to get 25% off your ticket! Learn more about NYCAP3D! Connect with David on LinkedIn!
How Harry Potter Helps Slalom Tackle Global Marketing Training, DE&I Initiatives
27:23Sometimes, a shared passion is all you need to create a spark that can fuel ongoing training and education within a growing B2B company. Tabitha Adams, Director of Performance Marketing, Analytics and Technology for the global consulting firm Slalom, used the power of the wizarding world to build fellowship and community at the company.In this episode, we chat with Tabitha about her experience creating a “Triwizard” training program for Slalom’s global marketing team to build a better learning community within the group. The two-time B2B Innovator Award winner also shares her thoughts on prioritizing and promoting diversity, equity and inclusion (DE&I) in the B2B space.Listen to this episode to learn about: Why DE&I initiatives are essential for any business; Tabitha’s work within Slalom to raise awareness and improve reproductive rights, along with other DE&I initiatives; and Way too many Harry Potter references! RELATED LINKS Check out the agenda and register for B2BMX 2023 — use the code PODCAST25 during checkout to get 25% off your ticket! Connect with Tabitha on LinkedIn! Read our coverage of B2B Diversity & Inclusion at Demand Gen Report!
The 7 Pillars of a P.E.R.F.E.C.T. Go-to-Market Strategy
36:34Revenue leaders know that having an effective go-to-market strategy is critical for the success of their business. But the number one challenge many organizations face is achieving scalability—how can you "do more with less?" In this episode, we look back at another 2022 B2B Sales & Marketing Exchange session hosted by Lisa Sharapata, former CMO of BoostUp.ai! Lisa offered amazing insights and actionable tips on how revenue leaders must change their go-to-market approach among the constantly changing buyer expectations we experience.Some of the biggest takeaways from the session include: What “growth at all costs” looks like in the B2B marketplace; The “P-E-R-F-E-C-T” framework to follow when reassessing your go-to-market strategy; The difference between “market fit” and “customer fit”; Why reporting on your NRR, versus your ARR, is so much more important to understanding the growth of your business; and The importance of product market fit and ICP fit. RELATED LINKS Check out the agenda and register for B2BMX 2023 — use the code PODCAST25 during checkout to get 25% off your ticket! Connect with Lisa Sharapata on LinkedIn!
How To Assess ABM Advertising Strategies In 2023
45:06Account-based advertising has been a staple of ABM platforms. However, with the loss of third-party cookies, increasing expenses and difficulty demonstrating tangible value, its future can seem a bit murky — to say the least. In this episode, we’re looking back at another session from the 2022 B2B Marketing Exchange presented by John Arnold, Principal Analyst at Forrester, who discussed how the task now falls upon marketers to navigate these challenging waters for ABM advertising success.During his session, Arnold shared research and strategies to better assess advertising strategies throughout 2023, such as: How B2B buyers respond to advertisements in today’s markets; The advertising tactics that are working the best; and What the future has in store for B2B advertising and how it will impact go-to-market strategies. Arnold also shares the five critical components of successful B2B advertising for the next few years. RELATED LINKS Check out the agenda and register for B2BMX 2023 — use the code PODCAST25 during checkout to get 25% off your ticket! Learn more about B2BSMX! Check out Forrester’s recent report on B2B advertising!
How To Measure The Success Of Your Revenue Strategy
30:49Co-hosts Klaudia Tirico and Kelly Lindenau are kicking off the new year with a welcome blast from the #B2BSMX past! We are throwing it back to Mason Cosby, Director of Growth at Gravity Global, as he discussed why modern CMOs are shifting to a revenue flywheel approach when tasked with building a sustainable growth strategy.During his session, Cosby covered the key components of the revenue flywheel strategy, such as: The different phases and specific KPIs to use to measure success; How this approach is different from the traditional lead gen strategy; and How ABM can help take a revenue flywheel strategy and turn it into tactical campaigns and plays for sales and marketing teams. Plus, Cosby shared insights into how a successful ABM strategy generated $5.7 million in five months using a revenue flywheel.RELATED LINKS Check out the agenda and register for B2BMX 2023 Learn more about B2BSMX! Learn more about Gravity Global
2022 #B2BMX Event Series Year In Review
43:09Much like the spirits who brought Ebeneezer Scrooge back through time, co-hosts Klaudia Tirico and Kelly Lindenau are doing the same for the B2B marketing community — just in a nicer, more educational way. Episode nine of the #B2BMX podcast takes listeners through a year in review, as Klaudia and Kelly revisit the best sessions and trendiest topics from the 2022 #B2BMX series. With insights from some of the industry’s finest minds — such as Uberflip’s Randy Frisch, Forrester’s Amy Hawthorne and Salesforce’s Juliet Randall, to name a few — the co-hosts walk marketers through the biggest trends of ’22 and touch upon universal ideals practitioners must carry into the new year. Plus, as a little holiday present from the team, podcast listeners can receive 25% off their ticket to the upcoming #B2BMX event in Scottsdale, Ariz. Simply check out the event’s website and enter the code PODCAST25.RELATED LINKS Register for the 2023 B2B Marketing Exchange! B2BSMX will be back in Boston August 2023! Dive deeper into all the trends and tips 2022 had to offer.
Optimizing Digital & Remote Sales Experiences To Drive Revenue
24:36In the latest episode of the B2BMX Podcast, we’re going back to Boston to join Tracey Barber, VP of Marketing at digital experience agency Verndale, as she shares how to combine multiple marketing strategies — including intent-based prospecting, buyer’s journey optimization, personalization, product recommendations and client and partner outreach — to maximize revenue.You'll learn the various tools she recommends, as well as techniques for leveraging them most effectively to retain and cross-sell to customers, nurture leads and buyers and generate more opportunities for sales.RELATED LINKS Register for #B2BMX in Scottsdale Connect with Tracey Barber on LinkedIn Learn more about Printfection