Podcasts Archive - Demand Gen Report

Two Marketers, One Candid Conversation About Lower Funnel B2B Marketing

Amanda Hollenbeck — Wed, 31 Jan 2024 12:00:55 +0000

Let’s face it, your B2B company is not really a household name…yet. Unlike, say, Doritos, your logo likely wouldn’t get recognized if it came without the title of your company; and that’s OK! But according to MNTN’s VP of Marketing Ali Haeri and Pluralsight’s Sr. Director of Marketing Koji Takagi, doubling down and digging deeper into your lower funnel strategies won’t cut it (and burn budgets). Long story short: We can do better.
During this candid fireside chat at the 2023 B2B Sales & Marketing Exchange, Haeri and Takagi shared their perspective on how to better generate demand, reach your addressable market and focus on understanding the incentives and objectives of the entire go-to-market team. More hot takes include how to:

Attract qualified hand raisers with demand efforts;
Identify characteristics of audiences across channels;
Fit retargeting into the bigger picture of your marketing strategy;
Use Connected TV in your targeting and retargeting efforts; and
Get internal teams to care about brand building.

Haeri and Takagi did not hold back during this conversation. Tune in now to get their contrarian take on lower funnel B2B marketing.
RELATED LINKS:

Learn more about Pluralsight here.
Get the scoop on all things Connected TV here.
Follow us on LinkedIn and Twitter.

Register for the B2B Marketing Exchange in Scottsdale, Ariz. (It’s not too late!)
The post Two Marketers, One Candid Conversation About Lower Funnel B2B Marketing + The Challenges That Come With It appeared first on B2B Marketing Exchange.

The post Two Marketers, One Candid Conversation About Lower Funnel B2B Marketing appeared first on Demand Gen Report.

Remedies For Misaligned Marketing & Sales Teams

Amanda Hollenbeck — Wed, 24 Jan 2024 10:30:23 +0000

The challenges of sales and marketing alignment are a tale as old as time. While research shows the gap is closing, many organizations have yet to master the art of cross-organizational alignment and collaboration. But what if we told you there are a few simple things you can do to work in better harmony with your fellow customer-focused marketers, sales reps and everyone in between?
During an interview on the show floor of the 2023 B2B Sales & Marketing Exchange in Boston, Mass., host Kelly Lindenau sat down with Courtney Beasley, a long-time B2B marketer and Founder of cobe marketing, a Fractional CMO provider for B2B companies and startups, to pick her brain on sales and marketing alignment, as well as ABM and the intersection of the two.
Beasley is a longtime member of the Demand Gen Report and B2BMX community with a solid resume of VP and C-level marketing roles under her belt at companies such as Walker Sands, United Way of Greenville County and FUEL for brands. She brings 15 years of experience helping companies develop a brand that resonates and fuels customer interest. During the interview, Beasley shares:

How there is often a break in trust and communication patterns, resulting in poor alignment across organizations;
Why the first thing to fix is the “relationship building” aspect of alignment;
Why there is no better way to align items than through ABM;
The key characteristics of successful ABM programs;
How to identify and define the right ABM strategy for your organization; and
Much more.

Tune into this candid and fun interview to get quick and easy tips toward true alignment.

RELATED LINKS:

Learn more about Courtney Beasley and cobe marketing here.
Follow us on LinkedIn and Twitter.
Register for the B2B Marketing Exchange in Scottsdale, Ariz. (It’s not too late!)

The post Remedies For Misaligned Marketing & Sales Teams (Spoiler Alert: It Starts With Relationship Building) appeared first on B2B Marketing Exchange.

The post Remedies For Misaligned Marketing & Sales Teams appeared first on Demand Gen Report.

Uncovering New Revenue Remedies & Realities

Amanda Hollenbeck — Wed, 17 Jan 2024 12:30:09 +0000

It’s a turbulent time to be a CRO: Revenue leaders are tasked with uncovering new revenue opportunities and confronting the realities of implementing these strategies in today’s competitive market. With that in mind, it’s vital to have valuable insights and practical tips for finding success.
This session replay from the B2B Sales & Marketing Exchange shares insights from the best in B2B, which includes an esteemed panel from companies such as OutSystems, TechnologyAdvice and Pickit. The speakers tackled tons of CRO and revenue-facing priorities and challenges, such as:

Tools and tactics to better engage buyers;
The critical role of data and insights in understanding buying behaviors and patterns;
The importance of people and processes behind the technology tools; and
Steps to improve pipeline performance at critical stages.

Tune in now to learn tips, tricks and receive advice from CRO experts!
RELATED LINKS

The post Uncovering New Revenue Remedies & Realities appeared first on B2B Marketing Exchange.

The post Uncovering New Revenue Remedies & Realities appeared first on Demand Gen Report.

Connecting & Empowering Women in Revenue

Amanda Hollenbeck — Wed, 10 Jan 2024 12:30:32 +0000

The Women in Revenue movement is a powerful initiative to unite dynamic women from various B2B industries who play vital roles in revenue generation. The platform serves as a beacon, illuminating the significant contributions of women in B2B and empowering them to reach new heights.
In this interview on the show floor of last year’s B2B Sales & Marketing Exchange, hosts Klaudia and Kelly chat with Hana Jacover, a Leadership Coach and Board Member of Women in Revenue. They share experiences and tips to help allies learn from one another in our journey toward creating a more balanced and fair business landscape.
Tune in to learn about:

The top challenges facing women in revenue roles;
How allies can help by understanding the issues, being mentors in a partnership approach, and speaking up about important issues like pay equity; and
The new Speakers Bureau initiative from Women in Revenue, which aims to get more women’s voices and stories heard through speaking opportunities.

RELATED LINKS

Connect with Hana here!
Learn more about the Women In Revenue Speakers Bureau here.
Listen to Hana’s presentation here.
Follow us on LinkedIn and Twitter.
Register now for the B2B Marketing Exchange!

The post Connecting & Empowering Women in Revenue appeared first on B2B Marketing Exchange.

The post Connecting & Empowering Women in Revenue appeared first on Demand Gen Report.

Reframing Productivity: A Holistic Approach To Well-Being & Peak Performance

Amanda Hollenbeck — Wed, 03 Jan 2024 12:30:12 +0000

As the “quiet quitting” discussion continues across a variety of industries, brands are rethinking how they manage their human resources. Prioritizing well-being can enhance performance and discover practical strategies to achieve peak productivity without sacrificing mental and physical health.
Let’s kick off the New Year right by listening back to a wonderful session presented by Hana Jacover, a Leadership Coach and former Director of Demand Generation at MadKudu. The session encouraged attendees to experiment with different techniques and build customized protocols for employees’ and their own brain, body and energy levels.
Some of the key points she discussed included:

Prioritizing tasks using frameworks like the Eisenhower matrix;
Tracking time to improve estimates and accountability;
Leveraging brainwave states for different mental tasks;
Incorporating breaks according to ultradian rhythms; and
Auditing energy usage to improve boundaries.

RELATED LINKS

Connect with Hana here!
Follow us on LinkedIn and Twitter.
Register now for the B2B Marketing Exchange!

The post Reframing Productivity: A Holistic Approach To Well-Being & Peak Performance appeared first on B2B Marketing Exchange.

The post Reframing Productivity: A Holistic Approach To Well-Being & Peak Performance appeared first on Demand Gen Report.

Navigating The Challenges Of Growing A B2B Marketing Program

Amanda Hollenbeck — Wed, 20 Dec 2023 12:30:04 +0000

Every step of the marketing journey presents unique obstacles and opportunities, whether it’s building brand awareness or generating high-quality leads. With those challenges in mind, the biggest concern for marketers is how they can overcome those difficulties to grow and scale their company at the same time.
The latest episode of the B2BMX Podcast highlights a great discussion from the B2B Sales & Marketing Exchange show floor between Nirosha Methananda, Chief Marketing Maven of Sati Marketing, and hosts Klaudia Tirico and Kelly Lindenau. Throughout the discussion, the trio chatted with Methananda about scaling a B2B marketing program for company growth.
Specifically, they touched upon:

The importance of understanding the business’s needs and key stakeholders’ priorities to align marketing strategy;
How to select marketing technologies based on a company’s maturity;
Why early-stage companies should focus on functions like brand, demand generation and product marketing; and
How to communicate the value and impact of marketing through the right metrics and storytelling to different audiences.

RELATED LINKS

Connect with Nirosha here!
Learn more about Sati Marketing.
Follow us on LinkedIn and Twitter.
Register now for the B2B Marketing Exchange!

The post Navigating The Challenges Of Growing A B2B Marketing Program appeared first on B2B Marketing Exchange.

The post Navigating The Challenges Of Growing A B2B Marketing Program appeared first on Demand Gen Report.

Unlocking Success: How To Scale Your B2B Marketing Program For Company Growth

Amanda Hollenbeck — Wed, 13 Dec 2023 13:30:20 +0000

In today’s episode, Hosts Klaudia Tirico and Kelly Lindenau roll the tape of a B2B Sales & Marketing Exchange session hosted by Nirosha Methananda, former Head of Marketing for companies like Influ2 and Bombora and now the Chief Marketing Maven for Sati Marketing. The presentation explored key strategies and insights from industry experts that empowers listeners to take their B2B marketing to new heights.
Methanada highlighted the importance of having a marketing strategy that aligns with business goals and even helps marketers understand how to get buy-in from other departments. She also touched on how to prioritize building different marketing functions and shared some tips on how to build a marketing team. Specifically, she outlined:

Factors to consider when selecting marketing technology and tools, such as needs, resources and ability to scale;
The importance of measuring marketing metrics that are relevant to business goals like ROI and driving recurring revenue; and
How to connect every marketing role and program to ROI to demonstrate value.

RELATED LINKS

Connect with Nirosha here!
Learn more about Sati Marketing.
Follow us on LinkedIn and Twitter.
Register now for the B2B Marketing Exchange!

The post Unlocking Success: How To Scale Your B2B Marketing Program For Company Growth appeared first on B2B Marketing Exchange.

The post Unlocking Success: How To Scale Your B2B Marketing Program For Company Growth appeared first on Demand Gen Report.

Cracking The Marketer’s Paradox: Scaling & Achieving More With Less

Amanda Hollenbeck — Wed, 06 Dec 2023 12:30:57 +0000

Marketers are constantly looking out for ways to scale their efforts and achieve more with less. However, this is challenging in today’s saturated market, where consumers are bombarded with messages from all directions.
In today’s episode, Hosts Klaudia Tirico and Kelly Lindenau replay a session hosted by Elle Woulfe, SVP of Global Marketing at Formstack. Throughout her presentation, Woulfe uncovered how practitioners can skillfully navigate the hurdles of rapid marketing transformation, even with limited resources. With an ingenious squad structure and a sharp focus on marketing objectives, she unveiled the secrets behind Formstack’s impressive growth across all the company’s KPIs.
Tune in to learn about how:

Breaking teams into focused squads focused on specific metrics helps organize work and create accountability;
Standardizing processes and collapsing duplicate efforts extracts more value from existing work;
Synchronizing communication and keeping work visible help smaller teams work efficiently together; and
Verticalizing marketing efforts where the business sees success can help double down on wins.

RELATED LINKS

Connect with Elle here!
Learn more about Formstack.
Follow us on LinkedIn and Twitter.
Register now for the B2B Marketing Exchange!

The post Cracking The Marketer’s Paradox: Scaling & Achieving More With Less appeared first on B2B Marketing Exchange.

The post

Cracking The Marketer’s Paradox: Scaling & Achieving More With Less

appeared first on Demand Gen Report.

The Art Of Urgency: How To Let Customer Needs Guide Your Segmentation Strategy

Amanda Hollenbeck — Wed, 29 Nov 2023 12:30:36 +0000

Marketers might not know it, but their segmentation and persona strategies might be hurting them. The urgency of customer needs should drive segmentation strategies, but most companies take a flawed, inside-out approach that obscures accurate signals in buyer behavior.
In today’s episode, Hosts Klaudia Tirico and Kelly Lindenau replay Neil Baron’s session from the B2B Sales & Marketing Exchange. As Managing Director of Baron Strategic Partners and a contributor to Harvard Business Review, Baron shares hard-won lessons and stories from his experiences working with top companies on their segmentation and persona strategies. Throughout his session, he revealed common pitfalls in customer segmentation that stifle revenue growth while providing his proven framework to segment and target customers more effectively.
Tune in to learn about:

Baron’s personal experience with poor B2B market segmentation and its consequences;
Marketing and sales strategies for addressing urgent buyer needs; and
Effective segmentation strategies that put customer expectations first.

RELATED LINKS

Connect with Neil here!
Read Neil’s work in Harvard Business Review.
Follow us on LinkedIn and Twitter.
Register now for the B2B Marketing Exchange!

The post The Art Of Urgency: How To Let Customer Needs Guide Your Segmentation Strategy appeared first on B2B Marketing Exchange.

The post The Art Of Urgency: How To Let Customer Needs Guide Your Segmentation Strategy appeared first on Demand Gen Report.

Crafting Compelling Stories: How B2B Marketers Can Connect With Customers

Amanda Hollenbeck — Wed, 15 Nov 2023 13:30:42 +0000

Standing out from the crowd is essential in B2B marketing, but it’s difficult to truly connect with customers on a deeper level. By harnessing the power of storytelling and crafting compelling narratives, marketers can create memorable and relatable moments with lasting impact on their target audience.
In this episode of the B2B Marketing Exchange Podcast, Host Kelly Lindenau interviews Jeanne Kirby, VP of Marketing at full service marketing and communications agency Inviso Corporation, from the show floor at #B2BSMX. The pair explore the art of crafting compelling stories and discover how it can help B2B marketers forge stronger connections with their customers.
Tune in to learn:

Why you should prioritize storytelling;
How to stay close to customers through your content creation; and
Where AI fits into the grand scheme of creating compelling stories.

RELATED LINKS

Connect with Jeanne here!
Learn more about Inviso Corporation.
Follow us on LinkedIn and Twitter.

Register now for the B2B Marketing Exchange!
The post Crafting Compelling Stories: How B2B Marketers Can Connect With Customers appeared first on B2B Marketing Exchange.

The post Crafting Compelling Stories: How B2B Marketers Can Connect With Customers appeared first on Demand Gen Report.