B2B Marketing Exchange (Demand Gen Report)
Explore every episode of B2B Marketing Exchange
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| 07 Jun 2023 | How To Execute A Multichannel ABM Campaign | 00:13:31 | |
Most B2B marketers are seeking new ways to create more integrated and comprehensive strategies to help them reach the right accounts across multiple channels. And while it can be daunting to try and craft a practical multichannel approach, it doesn’t have to be intimidating.
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| 19 Jan 2022 | Why Only 1% Of Marketers Have A Shot To Become CMO: What You Need To Know | 00:32:31 | |
We’re going B2B (back to Boston) for Season 5, Episode 7 of the #B2BMX podcast! Today, you’re getting exclusive access to #B2BSMX’s CMO Panel, where a series of industry hard-hitters provided actionable insights into achieving C-suite status, including the obstacles they encountered and how they overcame them. Led by Sangram Vajre, the panelists — Shawn Herring, Head of Marketing for PandaDoc; Deanna Ransom, Head of Marketing at Senzing and former CMO of Televerde; and Gaurav Bhatia, CMO at PenFed Credit Union — discussed everything from their journeys to their current roles to the best ways of establishing respect amongst colleagues. Specifically, the panel touches upon:
Plus, as an added bonus, #B2BMX podcast listeners can receive 50% off their ticket to the in-person B2BMX event in February by using the code B2BMXPOD to register now.
· Register for the B2B Marketing Exchange in Scottsdale, Ariz. | |||
| 13 Jul 2022 | Peace, Love & Revenue: The Power Of Cross-Generational Collaboration | 00:16:04 | |
The fish stinks from the head… If you have leaders in an organization who aren't facilitating encouraging team collaboration, intergenerational collaboration and inter-functional collaboration, then your organization is lacking. Today’s episode of the #B2BMX podcast features host
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| 18 Dec 2024 | Reimagining ABM With AI | 00:38:53 | |
There are a lot of questions surrounding modern ABM. Specifically: How can we cover more accounts and how can we use AI to accelerate the process? Momentum ITSMA’s Rob Leavitt took the B2BMX East stage to uncover FAQs that will separate winners and losers in the world of pervasive ABM and AI, including:
Tune in now to hear about the best ways to define and sharpen campaign focus, the best ways to leverage AI to enable real creativity in campaign messaging and content, and new ways to break through the fast-growing use of AI on the buy side. RELATED LINKS:
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| 07 Nov 2022 | Acquisition Versus Expansion: A Science-Backed Conversation | 00:39:30 | |
We love having our friends at Corporate Visions speak at our B2BMX events because not only do they show us how to break through the status quo, they give us a science lesson that applies to our jobs as marketers.
During her keynote at #B2BSMX in August, Leslie Talbot, SVP of Marketing at Corporate Visions, dug deep into how to:
Talbot was not afraid to pull back the curtain and explain the inner workings of buyers’ minds and how to target them on a subconscious level, making this episode a must-listen for all B2B practitioners!
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| 25 Sep 2024 | The State Of Demand Gen | 00:25:01 | |
The final episode of our milestone Season 10 is here, and we're closing out with a top-rated panel discussion from B2BMX West in Scottsdale this past February. Today, you'll hear from experts and marketing practitioners, who took the stage to dive into recent research on the state of demand generation. Digitalzone surveyed 1,500 B2B marketers from around the world to better understand the modern B2B marketer and the state of the demand gen industry. This research uncovered new and emerging industry trends and helped establish some new benchmarks for 2024 and beyond. This panel of experts from G-P and Indeed will dive into the key insights from this research and discuss how these market trends are impacting their own organizations. They'll also explore questions such as:
Tune in for the finale today and be sure to subscribe to the podcast so you don't miss our Season 11 kick off! RELATED LINKS: | |||
| 15 Feb 2023 | How To Create Value For Your Customers & Business | 00:41:48 | |
The 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:
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| 27 Jul 2022 | How To Achieve Next Gen ABM | 00:28:34 | |
Co-hosts Klaudia Tirico and Kelly Lindenau play back a noteworthy tape from #B2BMX: Next-Level ABM starring Rob Griffin and Thad Kahlow! The pair from Business Online discuss the three pillars that are essential for driving advanced ABM: Expertise, empathy and bold action. They explained how marketers tend to get lost in the complexities of ABM and data, so alignment is key to developing an overall successful program.
Griffin and Kahlow teach marketers how to navigate through the endless amounts of data, intent signals and technologies so they can understand key areas of prioritization. Tune into this episode to learn more about advancing your ABM by asking:
If the answer is no to these two questions… it’s time to re-evaluate your ABM program!
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| 07 Oct 2020 | The Intersection Of Mindfulness And Business | 00:27:51 | |
This episode is sponsored by Demandbase. Let's face it, we've all been feeling a lot of stress during the pandemic. Some of us are juggling work and family life. We're managing virtual schooling schedules, caring for at-risk family members, and simply trying to stay productive and creative in our daily work. If ever there was a time for us to be more empathetic and more understanding of each other, it's now. Emotional intelligence (EQ) and kindness are both crucial, especially in business. Mindfulness can help us achieve both. During this episode, host Alicia Esposito sits down with Cole Baker-Bagwell, who is the Founder of Cool Audrey, to discuss the intersection of mindfulness and business. They discuss:
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A word from our sponsor, Demandbase: Get a first-look at the new Demandbase ABM platform. Click the link to join John Miller, Chief Product Officer at Demandbase, as he gives you an exclusive look under the hood! | |||
| 07 Feb 2024 | How To Become The Experience Maker At Your Organization: Tips From Author & B2BMX ‘24 Keynote Speaker Dan Gingiss | 00:21:29 | |
Customer expectations are constantly evolving and that means, no matter what your title or job description is, it's critical to view business problems through a customer lens to ensure your buyers and customers remember your organization as one that makes an impact. This week's episode of the B2BMX Podcast is all about customer experience, and co-host Kelly Lindenau sat down with the experience maker himself, Dan Gingiss, to pick his brain on how he helps companies create remarkable experiences that fuel word-of-mouth marketing and beyond. Gingiss will be taking the keynote stage at the B2B Marketing Exchange in Scottsdale, Ariz. in just a few weeks to educate the audience on how they can become experience makers in their own right. There's no one more fitting to talk about customer experience than Gingiss. He is an international keynote speaker and business coach with 20 years of experience in customer experience, marketing, social media and customer service. He held leadership positions at McDonald’s, Discover and Humana, and authored two books ("The Experience Maker: How To Create Remarkable Experiences That Your Customers Can’t Wait To Share" and "Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media"). He was also the co-host of the award-winning “Experience This!” podcast. Tune into this lively conversation to get a sneak peek into Gingiss' keynote at B2BMX and learn more about:
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| 13 Nov 2019 | The Quest For Top Talent: How To Build Your Marketing A-Team w/ Wes Lieser | 00:42:36 | |
B2B organizations are fighting to win top talent. Part of the challenge lies in generating interest among a pool of qualified candidates. However, most B2B firms struggle to identify the candidates with the right skills for specific jobs. Wes Lieser of Versique has been around the block, helping companies tackle their hiring and employee retention woes. During his session at B2B Marketing Exchange, he spotlights the common challenges B2B organizations face at all stages of the hiring process and how they can:
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| 17 Feb 2021 | Powering Digital-First CX With A Stronger Focus On Brand | 00:22:36 | |
We don't often think about brand beyond shiny messages or cool logos ... but we should! In fact, brand touches and impacts everything we do. With the acceleration of digital transformation, and the sudden pause of physical interactions, brand has quickly jumped to the top of the priority list for many B2B organizations. In fact, one-third of CMOs now place it as a top marketing capability, according to Gartner. It's time to focus on having a brand perspective, making sure purposes are communicated and differentiating yourself from the competition.
Michael Ruby, Chief Creative Officer at Retina Communications (the ANA 2020 Agency of the Year), will shine a light on the importance of brand in 2021 and beyond during his session at the upcoming B2B Marketing Exchange, which he will present alongside his CEO Ted Kohnen. But before he takes the stage, Ruby sat in the B2BMX Podcast hot seat to discuss the reinvigorated focus on brand, including:
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| 12 Jan 2022 | The Trends Fueling The Future Of B2B | 00:25:19 | |
We’ve taken the #B2BMX podcast off replay this week to bring you the latest predictions into the future of B2B marketing! In this week’s episode, Host Klaudia Tirico sits down with Jeff Pedowitz, CEO and President of The Pedowitz group, to shine new light on the requirements of modern marketers who want to see success in the new world brought about by the Covid-19 pandemic. With a specific focus on what the coming months and years might hold for B2B marketers (hint: Hybrid and virtual are here to stay!), the pair dive into:
Plus, as an added bonus, #B2BMX podcast listeners can receive 50% off their ticket to the in-person B2BMX event in February by using the code B2BMXPOD to register now.
· Register for the B2B Marketing Exchange in Scottsdale, Ariz. · Learn more about Jeff Pedowitz’s book here · Check out what The Pedowitz Group has to offer B2B marketers | |||
| 29 Jan 2025 | Creating Effective Brand Messaging That Drives Revenue | 00:28:17 | |
We're constantly hearing about the importance of storytelling in B2B, but Kate DiLeo, a brand strategist specializing in brand positioning and messaging, wants marketers to stop telling stories. Kate joins host Klaudia Tirico on the podcast today to dive into the importance of authenticity and conversation over storytelling, using her proprietary method to teach organizations how to write compelling brand pitches. She's going to take the B2BMX stage in Scottsdale this year to host a workshop that digs deeper into her "brand trifecta" methodology and focuses on the difference between storytelling and conversation in brand messaging. Don't miss this lively conversation to get a sneak peak into what to expect at B2BMX this year, plus learn:
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| 20 May 2020 | How Salesforce 'Sleighed' Holiday Campaign Results | 00:43:08 | |
In 2019, Kelly Borter, Director of Industry Demand Generation at Salesforce, had one mission: to create a comprehensive, multi-channel campaign that engaged retail executives and positioned the company as a go-to resource for all things holiday. Sounds fun, right? But in an industry where holiday is a hot topic and there is a sea of vendors looking to stand out in this area, Kelly and her team needed a powerful story, and killer content, to succeed. During this episode, we go back to Kelly's presentation at the 2020 B2B Marketing Exchange, where she walks through every step of the planning and roll out their Salesforce Powers the Holiday campaign. Regardless of your product, industry and target buyer, you can glean valuable insights from Kelly as she walks through the campaign's:
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| 04 Aug 2021 | #B2BSMX Sneak Peek: Gartner’s Craig Rosenberg Shares How The 2020 Pivot Influenced Martech, Data & GTM Strategies | 00:45:05 | |
“Alexa, play ‘The Final Countdown’ by Europe.”
OK, now that we’ve set the scene, welcome back to the B2BMX Podcast! We’re just days away from #B2BSMX, our first in-person event since the pandemic, so Host Klaudia Tirico sat down with Craig Rosenberg, Distinguished VP & Analyst at Gartner, to get the audience excited for the big return to in-person events.
Rosenberg has the honor of kicking off the first keynote of the event and closing out this season of the #B2BSMX podcast. As the pair dive into all elements of the event, their excited energy is contagious as they run through the variety of insights, actionable advice and networking opportunities. Craig also provides a sneak peek into his opening keynote. With data as the (spoiler alert!) primary focus, the duo touch on:
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| 01 Feb 2023 | How Photogrammetry & Web3 Fit Into B2B Marketing | 00:25:50 | |
Modern 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:
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| 04 May 2022 | Don’t Attack Your Buyer’s Castle: Get Yourself An Invitation To Go Inside | 00:43:38 | |
Buyers feel like they are under attack from marketers’ constant emails and messaging, so they're essentially digging a moat for protection. They’re unsubscribing, deleting and ignoring anything that isn’t radically relevant to them. One of the things we have learned from history is that you cannot siege a moated castle head-on. Under difficult marketing circumstances, you do not take castles by force. All castles can be entered with a drawbridge. Instead of trying to force your way into the castle, try earning the attention of your buyer to actually get invited inside.
In this episode, co-hosts Klaudia Tirico and Kelly Lindenau play back Baer’s insightful and memorable keynote speech at B2BMX in Scottsdale, where he explained the three drawbridges to gain buyer trust.
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| 14 Apr 2021 | Season 4 Premiere | 00:42:26 | |
Welcome back to a new season of the B2BMX Podcast! In this kick-off episode, hosts Klaudia Tirico and Alicia Esposito look back at some of the top sessions from the 2021 B2B Marketing Exchange to set the stage for what’s to come in Season 4.
In this episode, we highlight an overarching trend that took over the entire event (and the industry as a whole): Account-Based Marketing (ABM). With more organizations doubling down on ABM over the course of the past year, Alicia and Klaudia dive into the key trends and even some challenges presented by those who live and breathe ABM every day. Specifically, they touch on:
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| 02 Feb 2022 | Don’t Be Afraid To Embrace The Messiness Of The 2020s | 00:25:19 | |
With 33% of buyers preferring seller-free buying experiences, organizations must strike the balance between offering self-service options while still connecting with their buyers — something the majority are struggling to do.
In the latest episode of the #B2BMX podcast, Host Klaudia Tirico sits down with one of #B2BMX’s featured speakers Marcus Sheridan, who’s scheduled to deliver a keynote and host an exclusive workshop in Scottsdale. The pair discuss the ever-changing world of virtual, hybrid and in-person events, address the challenges presented by seller-free buying journeys and tease Sheridan’s sessions in Scottsdale.
Throughout their conversation, Sheridan provides a sneak peek into the topics he’ll address in his keynote, such as:
To ensure you don’t miss out on any of Sheridan’s nuggets of wisdom, take advantage of our exclusive #B2BMX podcast code (B2BMXPOD) to receive 50% off your ticket. What are you waiting for? Register now!
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| 17 Jul 2024 | A Crash Course In Creative Authenticity For Content Creation W/ Dana Harder | 00:18:08 | |
In the ever-evolving world of B2B marketing, content is still king. But the generic, static content of the past will no longer resonate with the modern B2B buyer. It's time to connect with buyers on a personal level, and in this episode of the B2BMX Podcast, Unreal Digital Group's Dana Harder discussed the importance of creativity and AI-assisted content creation to maintain the unique voice and brand of the content creator. Today's episode takes us back to the B2B Marketing Exchange in Scottsdale, Ariz., where Harder sat down with co-host Kelly Lindenau on the show floor to dive into creativity, authenticity and human connection in B2B marketing. The conversation unraveled into various top-of-mind topics for content marketers, including:
Tune in today to learn how to take your content to the next level! RELATED LINKS:
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| 09 Sep 2020 | Humanizing Your B2B Brand | 00:34:46 | |
We've heard time and time again that in B2B, we're not speaking to nameless, faceless companies...we're talking to people. So why is it still so difficult for marketing and sales professionals to take a human-centered approach to engagement? We chip away at this question with Benjamin Shapiro, host of the MarTech Podcast. Before venturing into content creation and media, Shapiro worked for both B2B and B2C brands and noticed the need for more human-driven messaging and marketing execution. Listen in to hear his take on:
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| 22 Apr 2020 | Season 2 Premiere: Adapting To A New Normal | 00:43:17 | |
Less than two months ago, more than 1,300 B2B marketing and sales executives converged to learn, network and get inspired at the 2020 B2B Marketing Exchange. The novel coronavirus was a mere blip in the news headlines. Needless to say, a lot has changed since we all gathered in Scottsdale, Arizona. For the season two premiere of the B2BMX Podcast, our co-hosts, Alicia Esposito and Klaudia Tirico, reflect on the event and how B2B has had to pivot since COVID-19 swept the globe. Jon Russo, Founder and CMO of B2B Fusion, and Jen Spencer, VP of Sales and Marketing at SmartBug Media, join the conversation to share how their conversations and priorities have changed since the event. They delve into:
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| 30 Oct 2019 | Expanding Your Expertise and Influence w/ Pam Didner | 00:31:37 | |
Pam Didner is no stranger to the B2B world. With a career that spans approximately two decades, Pam has walked in the shoes of content strategies, digital marketers, marketers and even sales leaders. At every phase of her career, she has discovered new ways to hone her craft and expand her areas of expertise, helping her become a go-to resource for B2B practitioners trying to keep pace in this ever-changing landscape. We sat down with her for an intimate discussion to go through the key things she's learned and what recommendations she has for executives striving to build their credibility and influence in their organizations and beyond. Get more valuable insights from Pam:
Want your content and campaigns showcased alongside the best in B2B? Submit your nomination for the ninth annual Killer Content Awards before November 1 for your chance to win! | |||
| 23 Sep 2020 | Creating A New 'Plan A' w/ Jay Acunzo | 00:48:11 | |
Has quarantine life left you in a digital daze? You're certainly not alone. Although we're all trying to stay safe and healthy in these times, we can't help but crave face-to-face interaction. We're looking for real, authentic conversations complete with eye contact. But how can we create that feeling for our audiences (and ourselves) when all we have are webinar platforms and virtual meeting rooms? Jay Acunzo, who is a podcast host, author, speaker and founder of Marketing Showrunners, has done his fair share of virtual experiences, and he has some strong thoughts about how COVID-19 is forcing marketers wake up from their digital daze and find new ways to connect with their communities. During this discussion, he chats with Klaudia Tirico and Alicia Esposito about:
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| 15 Jun 2022 | Better Together: The Combined Future Of Demand & ABM | 00:33:52 | |
For several years, Forrester has forecasted that demand gen and ABM would ultimately intersect as demand marketers improve the precision of their efforts and ABM marketers seek to deliver personalized experiences to more contacts in high-value accounts. With Forrester research showing that this convergence is accelerating, Host Klaudia Tirico takes listeners back to Forrester’s B2BMX session in Scottsdale to dive deeper into the collision course of these two powerhouse strategies and the benefits it holds to marketers. Forrester’s Bob Peterson shared new data and insights on the key trends demand gen and ABM marketers must consider to prepare for this eventual convergence. Tune in now to learn:
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| 07 Dec 2022 | How To 'Waze' Your Partners To Success | 00:32:43 | |
Up next, co-hosts Klaudia Tirico and Kelly Lindenau present four strong female VPs and CEOs, who took the stage during B2BSMX in Boston to share everything they know about how to build a solid roadmap for channel leaders. Marketers know that creating a channel is a profitable route to success, but without a real plan, achieving success is a long and winding road.
Luckily, these ladies share some amazing insights to guide marketers on that journey and make sure it is not a bumpy one! This panel discussion is led by Kathryn Rose, alongside MJ Patent, Tina Gravel and Michelle Accardi, to help marketers discover how to guide their partners’ marketing and sales experiences and set them up for success. Channel leaders need to support partners with the tools and tactics to avoid the hazards and potholes they will inevitably experience.
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| 22 Dec 2021 | Inside The ABM Test Kitchen: Sharing Different Flavors & Recipes For Successful Programs… + A Few Gotchas Of What To Avoid | 00:51:01 | |
Get ready to get a taste of what successful ABM looks like at large, enterprise organizations. As a leading ABM practitioner for the past seven years, Danny Nail has tested and re-tested a variety of different plays to scale ABM programs at companies such as SAP and now Microsoft. He’s essentially the Michelin star chef of ABM!
Today’s #B2BSMX session replay stars Nail himself, who will share a variety of recipes and learnings from some of his most successful ABM programs at SAP and Microsoft. The best part? Organizations of all shapes and sizes can learn a thing or two from Nail — even if you don’t work at the SAP and Microsoft’s of the world.
Check it out to get: · Examples of 1:1 and 1:few plays and campaigns that hit the mark; · His lessons learned from working with sales and some “dos and don’ts”; · Top tools and best practices for scaling ABM; · Insights into how Nail developed his own platform to streamline processes and scale ABM; and · Examples of how generic campaigns and content offers can be customized to specific accounts.
· Register for the B2B Marketing Exchange in Scottsdale, Ariz. | |||
| 16 Feb 2022 | Marketing + Sales + Communication = Content Perfection | 00:29:28 | |
Content is a critical part of marketing, as compelling, informative assets help generate more interest in a brand and drive more leads down the sales pipeline. But the content creation process is still hindered by lack of interdepartmental communication between sales and marketing. When Pam Didner takes the #B2BMX stage in just two short weeks, she’ll focus on two key components of content: “How To Make The Most Of Content Marketing For Sales” and “How To Create A High-Performance Team Among Sales/Ops/Marketing.” During her sessions, Didner will tighten the lens on internal communication to help align teams on common goals and shed a light on how to map content to specific stages of the buyer’s journey. With those “how-tos” in mind, Host Klaudia Tirico sat down with Didner for a preview into her sessions on the latest episode of the #B2BMX podcast. Throughout their discussion, the duo touched on:
To learn all the content nuances your heart desires, be sure to use our exclusive #B2BMX podcast code (B2BMXPOD) to receive 50% off your ticket. Talk to you there! RELATED LINKS | |||
| 09 Dec 2020 | So, You Want To Be A CMO? | 00:31:56 | |
Today's Episode is sponsored by Terminus. Did you know that less than 1% of marketers have a shot at becoming a CMO? Most marketers have no clue on what it takes to become a CMO and even worse, they cannot ask or a get a straight answer from their CEO. The reality is that if you want this highly coveted spot in the executive suite, you need to build and manage key relationships, identify your superpower and answer some tough questions about your goals and vision for your life. After more than 50 CMO interviews on the #FlipMyFunnel podcast and by being a two-time CMO himself, Sangram Vajre is ready to help you determine whether you're suited for a CMO spot. This week's episode, which is a replay from the B2B Sales & Marketing Exchange online experience, covers it all. Listen in and learn:
If you want to see the visuals to support the sound, check out the session on-demand now. Bonus: You’ll get access to our 50+ other sessions and keynotes. Many thanks to this week's sponsor, Terminus! Terminus gives revenue teams more data, more marketing channels, and more sales and marketing intelligence all in one single platform. Terminus is how modern companies acquire and retain customers by helping marketing, sales, and customer success generate revenue growth across every part of their funnel. See for yourself by scheduling a demo today. | |||
| 17 Nov 2021 | How 2020 Strengthened Collective Revenue Generation For High-Performing B2B Brands | 00:51:18 | |
Host Klaudia Tirico is picking up right where she left off with the season five premiere of the #B2BMX Podcast! While the season-four send-off featured an interview with Gartner’s Craig Rosenberg and a sneak peek into his keynote at the in-person B2B Sales & Marketing Exchange (#B2BSMX), the season-five opener features a highly anticipated replay of Rosenberg’s session.
As the opening keynote for the #B2BSMX event, Rosenberg’s insights helped set the stage for the entirety of the event (and this podcast!). Tune in now to learn all about the heightened need for consistent, omnichannel communication and the renewed focus on ideal customer profiles (ICPs). Specific takeaways from the session include:
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| 14 Oct 2020 | Achieve Alignment Transformation To Fuel The Revenue Engine | 00:24:56 | |
This episode is sponsored by Demandbase. Marketing and sales alignment is absolutely critical in the age of the buyer — no surprise there. But achieving and maintaining a strong level of collaboration and alignment is easier said than done, especially at a time when buyers have taken control of their purchasing journeys. During this episode, host Klaudia Tirico chats with Jeff Davis, who is the founder and principal of JD2 Consulting and an expert on sales and marketing alignment. They discuss:
A word from our sponsor, Demandbase: | |||
| 02 Aug 2023 | Turning Challenges Into Opportunities: The Power Of Innovation In Marketing | 00:27:07 | |
Innovation has always been a game-changer in the marketing world, constantly shaping and reshaping strategies to stay ahead of the curve. But what happens when things get a little weird in the economy? How do marketing leaders deal with the unexpected and find new opportunities in unusual circumstances?
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| 08 Nov 2023 | Using AI To Bring Your Marketing Stories To Life | 00:29:31 | |
In a world filled with endless content and fleeting attention spans, captivating your audience has become more challenging than ever. But fear not, for AI is here to revolutionize the way we approach storytelling in marketing. By leveraging cutting-edge technologies, AI can unlock a world of creativity, personalization and immersive experiences that will captivate your audience like never before. During this episode, we’re listening back to a session presented by Jeanne Kirby, VP of full service marketing and communications agency Inviso Corporation. She discussed how stories are more memorable than facts and statistics, and how AI can help you find the right stories to tell. Tune in to:
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| 19 Jul 2023 | Secrets From The CIA: What B2B Sales Can Learn About Closing Deals | 00:35:52 | |
When it comes to closing deals, there's no one better at it than the CIA. They are experts in the art of persuasion and building long-lasting relationships with clients — skills that are just as crucial in the world of B2B sales. During this episode of the #B2BMX podcast, we're returning to a fantastic session hosted by Jeremy Hurewitz, creator of the Sell Like A Spy program. He's a pro at using spy tradecraft and applying it specifically to B2B marketing and sales practices.
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| 05 Feb 2020 | Inspiring Creativity Amidst Chaos w/ Todd Henry | 00:38:42 | |
Todd Henry has made a living from creativity. A creative type himself, he has spent the last few years helping companies and individuals prioritize creative thought in their increasingly chaotic lives. During this episode of the B2BMX podcast, we sit down with Todd to hear his perspectives on how B2B organizations are balancing the need for creativity and the need for quick and efficient workflows. He also reveals how this new reality has:
Along the way, Todd shares some inspiring anecdotes from his own conversations with creative pros on his podcast, The Accidental Creative, and the lessons he's learned speaking with these executives. REFERENCES:
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| 26 Oct 2022 | Real-World Insights On ‘The Changing Market’ | 00:36:02 | |
We are back with another episode of the B2BMX podcast, starring Terminus’ Natalie Cunningham who took the stage at #B2BSMX in Boston just a few months ago! Co-hosts Klaudia Tirico and Kelly Lindenau can’t wait to share this session with the audience, as it’s one for the books. Cunningham enforces the idea of shifting time and resources to a proactive and strategic account centric GTM motion. It is no longer applicable to do the bare minimum in B2B; it is essential to focus on revenue impact, efficiency and predictability. Tune in to episode two to learn:
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| 09 Jun 2021 | How To Participate, Lead & Thrive In Channel Ecosystems | 00:32:07 | |
In the middle of a major transformation of how companies go to market, 76% of global CEOs feel that their current business models will be unrecognizable in the next five years. Business ecosystems are the main reason why.
In this B2BMX session replay, Jay McBain, Forrester’s Principal Analyst, Channels Partnerships and Ecosystems, will present actionable advice on the changing marketing landscape and how to participate/lead/thrive in ecosystems.
Check it out to discover how to pivot channel messaging, content and campaigns to align with driving intra-firm value creation, leveraging network effects and incubating partner co-innovation all wrapped around an ecosystem opportunity.
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| 01 Dec 2021 | From Stage-1 To Closed/Won: 5 Tips To Break Down Barriers Between Sales & Marketing | 00:25:15 | |
Finger-pointing, accusations and deflections — no, this isn’t a Real Housewives reunion; it’s a meeting between sales and marketing following a soured deal or missed target. Most organizations know they need internal alignment for success, but unification is challenging when sales and marketing are measuring different metrics and working toward separate goals.
In this session replay from the 2021 B2B Sales & Marketing Exchange, Host Klaudia Tirico revisits “From Stage-1 To Closed/Won: 5 Tips To Break Down Barriers Between Sales & Marketing” featuring Qualified’s Sarah McConnell. Throughout her presentation, McConnell provided five valuable tips to help eliminate interdepartmental barriers and promote more efficient and successful RevOps.
Key takeaways from the session include:
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| 06 Jan 2021 | How Your Partner Portal Can Rival Amazon | 00:25:24 | |
Making your channel partners sort through everything you have simply to find what they need can make your portal a no-go zone. By creating personalized portals that recognize the variety of roles within partner organizations, channel-first companies are creating engaging and efficient experiences designed to set partners up for success. During this episode, which is a replay of a B2B Sales & Marketing Exchange session, Cindi Johnson, Global Director of Partner Programs at Tanium, discusses how her company is boosting channel engagement—especially among partner sales staff—by creating personalized portal experiences. Johnson will review how Tanium is ensuring ongoing partner portal engagement with:
If you want to see the visuals to support the sound, check out the session on-demand now. Bonus: You’ll get access to our 50+ other sessions and keynotes. | |||
| 04 Jan 2023 | How To Measure The Success Of Your Revenue Strategy | 00:30:49 | |
Co-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:
Plus, Cosby shared insights into how a successful ABM strategy generated $5.7 million in five months using a revenue flywheel.
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| 12 Feb 2020 | #B2BMX 2020 Sneak Peek | 00:48:03 | |
For the season one finale of the B2B Marketing Exchange podcast, the Demand Gen Report team sits down with a few friends to reflect on how the event has grown and evolved. This jam-packed session, which is co-hosted by Alicia Esposito and Editor Klaudia Tirico includes three special guests: Andrew Gaffney, Editorial Director of Demand Gen Report; Christine Elliot, Global Leader, Demand Center and Content Strategy at JLL; and Dave Bruno, Marketing Director at Aptos. They discuss:
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| 28 Jun 2023 | Changing The Game: How Customer Retention Can Double Your Revenue | 00:28:25 | |
For some, marketing is all about leads, leads and more leads. But according to industry veteran Sangram Vajre, Co-founder and CEO of the new go-to-market analyst firm GTM Partners, it’s possible to double revenue every five years without adding new customers — it all rests in how companies go to market.
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| 03 Jun 2020 | Talking All Things Podcasts...On A Podcast | 00:43:57 | |
Podcasting has exploded in the B2B realm. We've seen brands across industries and of all sizes use podcasting to share their unique thought leadership and interview experts in their field. But how is this area of the media landscape evolving as more brands create podcasts, and as more buyers rely on them? During this episode, we sit down with Tina Dietz, Founder of Twin Flames Studios, to get her take on how podcasting is evolving. Together, Tina and hosts Alicia Esposito and Klaudia Tirico go through:
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| 15 Dec 2021 | Revenue Operations: The Next Frontier In B2B Marketing | 00:34:00 | |
Christine Nurnberger and her team decided to pitch the implementation of Revenue Operations at Bottomline Technologies on a whim… the night before a meeting with the “higher ups.” No pressure, right?
The result? “YES! This is what we need,” the executives said after she made her case.
The rest is history… and during this session replay from #B2BSMX, Nurnberger shares her story on how RevOps came to life at Bottomline. Plus, you’ll get the scoop on why companies with revenue operations alignment perform better with 19% higher growth rates and/or 15% greater profitability, according to SiriusDecisions.
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| 09 Nov 2022 | How To Makeover Your Buyer Journey | 00:34:16 | |
Here’s a flashback from the B2BMX stage in Boston, where Randy Frisch discussed why mapping content through the buyer and customer journey closes more deals. If you missed out on this live session, don’t worry, co-hosts Klaudia Tirico and Kelly Lindenau got you covered! Uberflip’s Randy Frisch walks marketers through how to avoid the go-to-market trap. Here are his three simple steps to follow:
Frisch also dives deeper into the importance of content tagging, as well as creating personalized experiences. If you’ve never heard Randy speak before, don’t miss this opportunity to hear from one of the best! RELATED LINKS | |||
| 22 Jan 2025 | Award-Winning AI Strategist Shares A Practical Blueprint For AI-Powered Team Success | 00:29:37 | |
As AI continues to make waves in B2B, we have to remember the true competitive advantage lies in how we leverage the technology itself to enhance the human experience. In this episode, you’ll hear from Daniel Englebretson, an award-winning AI Strategist, who will unveil a practical blueprint for empowering your B2B marketing team to orchestrate human-centric experiences. Daniel will discuss how to develop and implement an AI toolkit that empowers your entire team to achieve 100x productivity gains while delivering personalized, impactful marketing that resonates with your audience and aligns seamlessly with sales. Get ready to walk away with:
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| 21 Aug 2024 | An ABM Framework That Caters To Modern B2B Buyers, with Ex-Googler Steve Armenti | 00:56:17 | |
The buying experience in B2B has and continues to change dramatically. Buyers are now more informed and demanding than ever before, and they expect a personalized and seamless experience from start to finish. In this episode of the B2BMX Podcast, you’ll hear from ex-Googler and current VP of Revenue Marketing for DigitalOcean Steve Armenti. He took the B2BMX stage in Scottsdale earlier this year to share a new framework designed to provide buyers with a better purchasing experience. With several demand and growth leadership positions under his belt, Armenti focuses on building demand and growth teams that drive revenue. Tune in now to learn how to use ABM in a new capacity to meet the evolving needs of today's B2B buyers. Armenti will dive deep into topics such as:
It's time to perfect your ABM strategies for the modern B2B buyer... and reap the benefits! Don't miss Armenti's highly-rated keynote to get the ultimate ABM framework. RELATED LINKS:
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| 13 Nov 2024 | The Power Of Content Curation | 00:18:52 | |
B2BMX is all about bringing real practitioners together to talk through real challenges and share solutions to real problems and industry trends. Today's guest, Christine Elliott, is an industry veteran who has been part of the B2BMX community since 2012! She took the stage at B2BMX East in Alpharetta, GA, to share her career journey and highlight her work in content strategy and marketing. Most recently she played a pivotal role in helping EY's tax practice create a differentiated narrative that could connect its services to client issues. Our hosts sat down with Christine after her session to discuss the power of content curation and why even the biggest brands must work hard to connect with clients in a meaningful way. The trio dove into topics such as:
Tune in now for a lively conversation about all things content! RELATED LINKS:
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| 17 Sep 2019 | Break Free Of Boring B2B w/ Lee Odden | 00:43:27 | |
B2B marketers are dealing with a big trust problem. Their buyers are hungry for credible content that's supported by reputable third parties, from analysts to authors and other industry influencers. At the same time, they want marketers to tell these stories in a captivating way. It sounds like an impossible feat, but Lee Odden, Co-Founder and CEO of TopRank Marketing breaks down how your brand can break free of boring B2B with interactive, influencer content. | |||
| 16 Nov 2022 | Don’t Put ABX In The Corner 💃 | 00:30:58 | |
What’s better than one female marketing leader… try FOUR powerhouse female marketing leaders! FullStory’s Jennifer Leaver, Reachdesk’s Amber Bogie, Gong’s Corrina Owens and 6senses’ Jess Gondolfo ignited the #B2BSMX stage in Boston during their panel, where they put ABX at the forefront of everyone’s minds. Co-hosts Klaudia Tirico and Kelly Lindenau cannot contain their excitement in sharing this panel session with the audience because marketers need to prioritize ABX now more than ever and who better to elaborate on the “why?” than these revenue marketing leaders. Tune in to learn how and why ABX creates the flywheel to elevate your go-to-market strategy and breaks down silos across teams. Here’s how marketers can:
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| 04 Dec 2024 | Expert Perspectives Of Scaling ABM With Minimal Budgets | 00:11:30 | |
At B2BMX East in Alpharetta, GA, host Klaudia Tirico sat down with Claire Noble and Michael Taylor of Agent3, and Gemma Davies of Service Now to discuss common challenges and pressures on modern marketers and the importance of scaling ABM programs while focusing on top priority accounts. In this episode, the conversation spotlights a variety of key points, including:
Claire emphasized the importance of precision principles at scale, while Michael highlighted the need to leverage technology and data. Gemma stressed the necessity of customer immersion and alignment, providing actionable insights for CMOs and underscoring the value of agency partnerships in enhancing ABM strategies. Tune in to this week's episode to learn more! RELATED LINKS:
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| 23 Oct 2019 | Top 5 B2B Trends Of 2019 w/ Maureen Maggioni | 00:26:28 | |
What better way to prepare for 2020 than to reflect on the top trends of 2019? And let's be real, 2019 had it's fair share of trends reaching their full potential, while others generated a lot of hype. During this episode, Maureen Maggioni, Director of Salesforce Pardot Product Marketing, will reveal:
Want your content and campaigns showcased alongside the best in B2B? Submit your nomination for the ninth annual Killer Content Awards before November 1 for your chance to win! | |||
| 14 Aug 2024 | Why Your ABM Program Is Failing (And How To Fix It), with Mason Cosby | 00:23:25 | |
Account-Based Marketing has been a staple in B2B for quite some time. Yet, the practice feels newer than ever as the industry evolves. But Mason Cosby, Founder of Scrappy ABM, argues that ABM innovation has yet to reach its peak, and we're still in the early, "buzzword days," as studies show that 94% of B2B marketers are building ABM programs despite challenges in understanding what it actually means. During this episode of the B2BMX Podcast, co-hosts Klaudia and Kelly sat down with Cosby, a B2BMX alum and upcoming B2BMX East keynote speaker, to discuss the trials and tribulations of ABM, which include lack of clarity, difficulty in measuring success and a struggle in executing ABM programs effectively (just to name a few). Cosby also emphasized what it takes to scale ABM and why it's so important to validate program effectiveness and identify valuable signals within existing tools before scaling. Tune in today to hear:
Get these and more practical tips to perfect your ABM practices for the rest of the year! RELATED LINKS:
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| 29 Apr 2020 | Using Social Media As A Powerful Content Cornerstone | 00:35:56 | |
Social media has always been a critical part of the B2B marketing mix. Brands rely on some or all of the key networks, like LinkedIn, Twitter, Facebook and even Instagram, to amplify content assets, respond to audience feedback and build their communities. But the role and impact of social media is heightened today, as we socially distance and seek ways to stay connected. That is why this panel featuring Courtney Beasley of Walker Sands and Linda Beaton of Flexport is not just relevant, but valuable. During their discussion with Klaudia Tirico, Editor of Demand Gen Report, they discuss:
Courtney and Linda also share some quick tips, including their favorite tools and platforms, how to measure social success, and how to best deal with trolls and social media haters. | |||
| 25 Jan 2023 | How Harry Potter Helps Slalom Tackle Global Marketing Training, DE&I Initiatives | 00:27:23 | |
Sometimes, 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:
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| 01 Jul 2020 | How Has COVID Changed The B2B Marketing Talent Pool? | 01:12:30 | |
The novel coronavirus has not only shaken up our personal lives. It has turned some careers, and even businesses, upside down. While some companies have implemented hiring freezes, others have been forced to fill employment gaps, going through hiring surges. In some cases, organizations have had to bolster their workforce by looking inward, upskilling current employees. During the 2020 B2B Marketing Exchange in Scottsdale, a panel of experts discussed how they're building the marketing teams of tomorrow. We believe some of their insights are still valuable -- that's why we're re-sharing this episode with you! But,, we believe some things have changed. That's why we brought back the panel moderator, Wes Lieser of Versique, to get his take on what's happening in the employee market, and how brands and individuals can move forward successfully. Topics include:
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| 20 Nov 2019 | Gaining A Millennial Mindset To Build Brand Authenticity & Trust w/ Brian Fanzo | 00:51:25 | |
Brian Fanzo is a Millennial that has seen it all. Coming from a cybersecurity background and working almost a decade with the Department of Defense, you’d never expect the guy to become one of the industry leaders in promoting brand authenticity and creating a true fanbase within your customer community. As a self-proclaimed “change evangelist” Brian has been helping B2B brands take a step back and address the elephant in the room: empathy and trust is what brands need to succeed. We sat down with him for an up-close-and-personal look into the life of one of the most prominent thought leaders on the speaking circuit today. We learned about what brought Brian into the industry, as well as how he has taken what he has learned and observed over the years to help brands build authentic relationships with their customers. Listen in to learn about:
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| 29 Jan 2020 | Finding Your Next Big Idea w/ Tamsen Webster | 00:29:03 | |
Tamsen Webster has a heritage in marketing. With about two decades in the biz, she has held positions at Weight Watchers, Tedx and helped numerous marketers and brands uncover big ideas and tell incredible stories. Think B2B isn't a space for creative stories? Tamsen will prove otherwise. During our conversation, she shares:
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| 28 Jul 2021 | Leveling Up Your Diversity & Inclusion Initiatives For Real Action | 00:33:23 | |
Diversity, Equity and Inclusion (DE&I) have become a critical discussion point for business leaders across B2B organizations. Despite their positive intent, however, many approaches and systems end up falling into the same traps. What are the keys to creating tangible, positive action within your organization?
In this session replay from our Next-Level ABM event, a powerful panel will provide the critical answers you need. During this episode, you’ll learn:
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| 02 Jun 2021 | Unlocking The Full Potential Of B2B Social Media Marketing | 00:28:54 | |
Social media has come a long way since the Myspace days. It has even evolved to become a key channel for B2B brands to engage with buyers and consumers … and even close deals.
B2C companies have a leg up on B2B companies when it comes to social media content, but modern B2B marketing teams have become very creative with the way they engage on channels such as LinkedIn, Twitter and Facebook. In this episode, host Klaudia Tirico sits down with Xenia Muntean, CEO and Co-Founder of Planable, a content review and marketing collaboration platform. Xenia is passionate about all things social media so we got the scoop on what it takes for B2B brands to stand out on social channels to reach audiences in a fun and engaging way. They discuss:
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| 13 Jan 2021 | Friends of B2BMX Share 2021 Resolutions | 00:20:04 | |
Sure, they have a bad rap, but we believe that New Year’s Resolutions allow us to reflect on the past year and forge a positive path forward. Because so many of us had to navigate new challenges and new conditions in 2020, the B2BMX team wanted to hear how some of our peers were setting their goals for 2021.
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| 27 Jan 2021 | Inside West Monroe’s Pandemic Marketing Playbook | 00:37:57 | |
Competing with entrenched industry giants can be a monumental task. If anyone knows this all too well, it’s Casey Foss, Chief Marketing Officer at West Monroe, a technology and management consulting firm that competes with giant consultancies. Under Casey’s leadership, West Monroe’s marketing team takes a test-and-learn approach that allows them to be nimble, respond to changing market conditions and fail fast.
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| 24 Jul 2024 | Your Cheat Sheet For Understanding & Acting On Intent Data w/ Sarah Sehgal | 00:13:50 | |
All this talk about intent data is enough to get every marketer’s head spinning. There’s a lot to process and understand, and not enough expert commentary about how to put it into action… until now. In this episode, OpenSesame’s Director of Growth Marketing, Sarah Sehgal, sat down with co-host Kelly Lindenau on the show floor at B2BMX in Scottsdale to discuss the importance of understanding different types of intent data in marketing. Sehgal shared takeaways from her presentation at B2BMX to help listeners better understand and act on intent data, suggesting that marketers can start using intent data immediately by accessing and analyzing their own data to gain insights into their customers' intentions. The duo also uncover:
Tune in today to learn exactly how to better your marketing efforts with intent data! RELATED LINKS:
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| 21 Oct 2020 | Inside The B2B Sales & Marketing Exchange's Shift To Digital | 00:42:39 | |
This episode is sponsored by Demandbase. Like many other event producers, Demand Gen Report had to completely reimagine its B2B Sales & Marketing Exchange event. As many teams know, this is not a copy-and-paste scenario. It's up to the content, marketing and customer success teams to collaborate and design an experience that's true to what makes the event great, while also embracing the best of digital. During this episode, hosts Alicia Esposito and Klaudia Tirico sit down with Sheri Butts, who is Demand Gen Report's Director of Demand Generation and Growth Marketing, to discuss their journey in reimagining the B2B Sales & Marketing Exchange...struggles and all. They talk about:
RELATED LINKS A word from our sponsor, Demandbase: Get a first-look at the new Demandbase ABM platform. Click the link to join John Miller, Chief Product Officer at Demandbase, as he gives you an exclusive look under the hood! | |||
| 21 Jul 2021 | How A Remarkable CX Is Your Best Sales & Marketing Strategy | 00:29:29 | |
One of the positive outcomes of 2020 was that companies pivoted their focus to their existing clients. After all, without clients there is no business. In this fun and engaging keynote replay from #B2BMX, customer experience coach and former B2B/B2C marketing executive Dan Gingiss will share how client experience can be your company’s ultimate competitive advantage as well as provide new and credible marketing opportunities.
Take a listen to learn how to:
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| 08 Jan 2020 | How To Make Video Marketing A Money Maker | 00:26:28 | |
Over the past five years, we've seen video explode. What was once a blip on marketers' radar has become an integral format to engage, educate and nurture buyers at all stages of the decision-making process. Why? Because buyers today crave content that's not just helpful and valuable; they want content that's easily to consume and react to. During this panel discussion, Candyce Edelen of PropelGrowth, Andreas Hauke of Hauke Digital, and Paul Casinelli formally of BrightCove offer tactical best practices that can help B2B brands bolster their video marketing efforts. During their discussion, the panelists touch on everything from:
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| 22 Jan 2020 | Speak Your Customers' LINGO W/ Jeffrey Shaw | 00:34:29 | |
Jeffrey Shaw has experienced quite the career evolution, starting out as a photographer and eventually becoming a brand strategist, speaker and author. Why the jump? According to Jeffrey, it's all connected. During our sit-down, we talked about this connection and so much more. Listen in to get his thoughts on:
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| 18 Sep 2024 | Striking The Right Balance Between Demand Gen & ABM | 00:29:56 | |
The traditional boundaries of demand generation and account-based marketing are blurring, and the need for a more integrated and strategic approach to driving growth in the B2B landscape is apparent. In this episode, you'll hear from Wes Lieser, VP of Demand Generation & Marketing Search at Versique; Sam Nohava, VP of Global Marketing - Manufacturing & Logistics Service Providers for Blue Yonder; Madeline Maguire, Head of B2B Marketing at Grubhub; and Annie Chamberlain Head of Account-Based Marketing & Experiences at Lumen Technologies, as they explore the dynamic landscape of demand gen and ABM, as well as the pivotal moment where these strategies intersect. Tune in now to hear:
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| 15 Jul 2020 | Tips And Tricks For Perfecting ABM Personalization | 00:35:46 | |
In her role as an ABM consultant, Sydney Switzer helps Vertex Marketing Agency clients get their programs off the ground and scale them successfully. Needless to say, she's seen her fair share of challenges and lessons learned over the years. During her chat with hosts Alicia Esposito and Klaudia Tirico, Sydney shares:
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| 06 Dec 2023 | Cracking The Marketer's Paradox: Scaling & Achieving More With Less | 00:36:06 | |
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:
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| 04 Nov 2020 | Marketing In Times Of Crisis: Embracing Empathy Is The Key To B2B’s Future | 00:34:49 | |
Today’s business leaders are looking to cut marketing costs while also achieving growth. They demand marketing to show ROI. And yet, every day, we are getting asked to promote our products and services in ways that may not work. In order to bridge this gap, the courageous marketer is focused on demonstrating business value to executives by making customers the heroes of the stories they tell. Because brilliant marketing leaders know that by focusing on customer value, we deliver better outcomes for the entire business. In this presentation, which was first given at the B2B Sales & Marketing Exchange online experience, bestselling author Michael Brenner shares why the future of marketing is about activating the storytelling talent and expertise of your customers and employees. Learn:
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| 14 Dec 2022 | Optimizing Digital & Remote Sales Experiences To Drive Revenue | 00:24:36 | |
In 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 | |||
| 10 May 2023 | Breaking The Mold: How Creativity In B2B Marketing Can Set You Apart | 00:19:54 | |
In today's competitive marketplace, you need to stand out from the crowd and connect with potential clients in new and exciting ways. For Aleksandra Panyukhina, Experience Marketing Lead at Pixelz, this is where creativity comes in. By breaking the mold and taking a fresh approach to messaging, you can differentiate yourself in a crowded landscape and make an impact on your target audience. In this episode, our host Klaudia Tirico chats with Aleksandra from the show floor at B2BMX 2023. The pair discuss Aleksandra’s role at Pixelz and how she helps the brand break out of that typical marketing mold. They also discuss why creativity is essential to B2B marketing and how employees leverage social media in unique ways to help their company resonate in a loud market. Other talking points include:
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| 11 Dec 2019 | Direct Mail 2020: How To Win Big With Direct Mail In The Digital Age | 00:28:47 | |
B2C brands have relied on direct mail for decades, but the trend is re-emerging in B2B in new and exciting ways. Brands across industry verticals are incorporating direct mail into their marketing and sales strategies, especially in their account-based marketing (ABM) efforts. But what are the keys to success for this medium? During this in-depth discussion, a panel of experts delve into real-life examples of how they have used direct mail to create personalized and immersive campaign experiences that help establish long-term buyer relationships. Panelists include:
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| 19 Oct 2022 | Harnessing The Power Of Social Listening | 00:08:54 | |
What better way to kick off Season 7 than with an exclusive interview from the B2B Sales & Marketing Exchange in Boston!? Co-host Kelly Lindenau sat down with Brooke Sellas, Founder & CEO of B Squared Media, who put on an amazing session at the event and was kind enough to share even more insights with our audience.
It's safe to say Sellas did not disappoint: She shared an abundance of tips and tricks to implementing a successful marketing strategy while utilizing social media. Throughout the episode, Sellas dove deeper into:
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| 15 Nov 2023 | Crafting Compelling Stories: How B2B Marketers Can Connect With Customers | 00:11:20 | |
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:
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| 19 Jun 2024 | Embracing AI & Experimentation In Content Creation With Forrester's Phyllis Davidson | 00:24:10 | |
When we think of Taylor Swift, we can't help but realize how much she has pushed the envelope and evolved creatively to please her audience. She knows how to take risks and experiment, and in this episode of the B2BMX Podcast, Forrester's VP, Principal Analyst Phyllis Davidson encourages marketers to follow suit. Experimentation is the key word here; without it, the tune of content and campaigns can quickly fall flat. According to Phyllis, experimenting with content personalization is critical to improving the customer experience. During their conversation on the show floor at the B2B Marketing Exchange in Scottsdale, co-host Kelly Lindenau and Phyllis dive into all things content strategy and operations, including:
Tune in now to get all the tips and tricks you need to take your content strategy to the next level! RELATED LINKS:
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| 18 Jan 2023 | The 7 Pillars of a P.E.R.F.E.C.T. Go-to-Market Strategy | 00:36:34 | |
Revenue 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?"
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| 20 Dec 2023 | Navigating The Challenges Of Growing A B2B Marketing Program | 00:24:48 | |
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:
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| 30 Jun 2021 | Tapping Into 'Intelligent Creativity' To Fuel Modern Marketing Strategies | 00:25:06 | |
According to a new report from Forrester, combining human intuition and machine accuracy produces a more intelligent and transformative creative process for CMOs and agency executives. This allows organizations to move away from the status quo and escape the intuition-governed approach that can often lead to missed opportunities.
In this episode of the B2BMX Podcast, Host Klaudia Tirico sits down with Jay Pattisall, Principal Analyst at Forrester and one of the writers of the "Intelligent Creativity Energizes Marketing Productivity" report, to discuss the modern creative process and how organizations can engage with audiences on various channels (and specifically digital advertising) by combining human intuition and machine accuracy.
Check it out to learn:
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| 07 Jul 2021 | The Story Behind The Rebrand From A CMO’s POV | 00:26:12 | |
Last month, SurveyMonkey — a company that has been synonymous with market research and survey software — rebranded to Momentive, now defining itself as an agile experience management company focused on helping customers shape what's next.
A rebrand is more than just a fresh coat of paint, new logo and name, and during this week’s episode of the B2BMX Podcast, Host Klaudia Tirico sits down with Leela Srinivasan, CMO of Momentive, to get a behind-the-scenes look at the entire process and the role of the CMO during a rebrand.
Specifically, Klaudia and Leela touch on:
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| 01 Nov 2023 | Unleashing The Power Of Sales Enablement: Strategies For Consistency, Collaboration & Success | 00:52:10 | |
In the keynote session at the 2023 B2B Sales & Marketing Exchange this past August, industry thought leader and author Roderick Jefferson dove into the profound significance of consistency, collaboration and success, emphasizing their role in driving business growth and customer satisfaction. During this episode, we’re going back to Boston to listen in on Roderick’s session. Throughout his presentation, he showed attendees how they can embark on a journey to unlock the true potential of sales enablement and revolutionize their organization's approach to sales.
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Register now for the B2B Marketing Exchange! | |||
| 28 Apr 2021 | Using Storytelling To Drive Engaging Relationships With Customers | 00:30:19 | |
This episode is sponsored by GrubHub. Storytelling has become a powerful business tool because it begins and ends with empathy, drives an emotional experience with audiences and humanizes the brand at a deeper level.
In this episode, Miri Rodriguez, storyteller and author of the book “Brand Storytelling: Put Customers at the Heart of Your Brand Story,” shares practical tools to help you design a brand story that drives engaging relationships with your customers — and theirs. Listen to learn:
A word from our sponsors, GrubHub: Grubhub Corporate Accounts make it easy for marketers to cater virtual events via their nationwide restaurant network. Visit corporate.grubhub.com to learn more. | |||
| 11 Jan 2023 | How To Assess ABM Advertising Strategies In 2023 | 00:45:06 | |
Account-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.
Arnold also shares the five critical components of successful B2B advertising for the next few years. RELATED LINKS
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| 26 May 2021 | Your ABM Foundation: It’s Working…Sorta. What’s Next? | 00:27:46 | |
So, you’ve got ABM plays running — and maybe they’re working — but what if they can get better? And what do you do next?
In this B2BMX session replay, three-time ABM practitioner and implementer Jeremy Middleton will share an ABM foundation framework that he used at Kenna Security, including how it worked versus sales expectations, how to use the foundation to identify full funnel improvements and how to work with sales to make it all work.
He’ll uncover unique insights such as:
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| 04 Sep 2024 | Leveraging AI To Orchestrate Human-Centric B2B Marketing with Daniel Englebretson | 00:30:47 | |
In today’s AI-driven B2B environment, the true competitive advantage lies not in the technology itself but in how it’s leveraged to help marketers enhance the human experience. In this episode, Klaudia and Kelly sit down with Daniel Englebretson, AI Strategist and creator of the “Rule of 100” framework, where he revealed a practical blueprint for empowering B2B marketing teams to orchestrate highly relevant, authentic and contextual campaigns that put the human experience at the forefront. Throughout this discussion, Englebretson touched on how to:
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| 31 Jul 2024 | No Fluff, All Action: 5 Intent Data Tactics You Can Use Right Now | 00:29:55 | |
There's a lot of talk around intent data and ABM, but not nearly enough real examples on how to use it. But OpenSesame’s Director of Growth Marketing, Sarah Sehgal, is here to save the day. Her session at B2BMX in Scottsdale was chock full of insights to help marketers demystify intent data and transform it from a catchy concept into a toolbox of tactical strategies. In just 30 minutes, Sehgal shared five tactics almost any marketing team could activate in the next 30 days, including person-level funnel models, creating dynamic account lists, actionable dashboards and more. Tune in today to learn:
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| 15 Jan 2025 | How Cisco Re-imagined Its Demand Strategy To Maximize ROI | 00:36:48 | |
In this episode of the B2BMX Podcast, you’ll get a glimpse into the work of Britney Bartlett, VP of Global Field Marketing for Cisco. Cisco competes in highly competitive and complex markets, providing customers with solutions to their most critical technology issues, but the way B2B customers research, evaluate and purchase technology has exponentially changed in recent years. In response, Cisco needed to modernize its marketing engine to drive growth, and had to shift from scale-based to account-based marketing to strike a balance between targeting its most valuable customers and ensuring they invested in the most effective marketing levers to drive demand. Britney took the stage in Alpharetta to share firsthand strategies, techniques, lessons and even cautionary tales of the company’s journey toward a successful account-based model. You will hear about:
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| 06 Nov 2019 | Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer w/ Laura Ramos | 00:34:38 | |
Buyers today are self-educated and self-guided. They want tools and insights aligned to where they are in the customer lifecycle, but are B2B brands giving them what they need? Laura Ramos, VP and Principal Analyst at Forrester, delves deep into buyer expectations, and how marketers can embrace empathy to create content and experiences that are:
But accomplishing the three H's doesn't just require creativity; it requires rethinking the way your team thinks and operates. | |||
| 29 Jun 2022 | 5 ABM Lessons Marketers Can Learn From ‘Ted Lasso’ | 00:34:52 | |
Hopefully, B2BMX podcast fans are familiar with the show “Ted Lasso” because co-hosts Klaudia Tirico and Kelly Lindenau don’t want you to miss out on this iconic pop-cultural reference! We are back with a replay from the B2B Marketing Exchange in Scottsdale, where Juliet Randall of Salesforce covers everything from strategizing and engaging with customers to partnering with sales to act as one integrated team. Randall shares her top five lessons on how to elevate your game and make trust a key component of your ABM program. Here are five “Ted Lasso” quotes aligned with Salesforce’s five lessons in trust:
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| 13 May 2020 | Lessons From GumGum's Marketing Pivot | 00:44:54 | |
Many B2B marketers have had to pivot their event strategies and budgets in the wake of COVID-19. Teams have also had to keep pace with internal goals and pivot in light of team and budget changes. With a strategy that relied heavily on in-person events, GumGum had to quickly adapt and find new ways to get in front of their audience. While some tactics, such as webinars, are tried and true, others were relatively new for the brand. During this episode, hosts Klaudia and Alicia sit down with Som Puangladda, who is the VP of Global Marketing at GumGum, and discuss:
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| 16 Jun 2021 | What’s In Store For B2B Marketing In The Next 10 Years? | 00:30:16 | |
The B2B buyer’s journey has changed dramatically and the role of marketers to influence that journey has shifted with it (and continues to!). As the original Marketo Co-founder and Founder of Engagio, Jon Miller predicted marketing automation’s rise and now he’s setting out new predictions for how marketers will need to align themselves to customers, bottom-of-funnel metrics and post-sale revenue.
In this session replay from the B2BMX online experience in February, Miller, who is now the Chief Marketing and Product Office at Demandbase, discusses these recent trends in buying and how new research on sales and marketing alignment highlights the explicit ways revenue teams can set themselves apart from the competition.
Check it out to learn:
P.S. We just wrapped up our B2B Marketing Exchange Online Experience! If you missed out, you could catch it on demand! For our podcast listeners only, you can use the code VIPDGRAUD to access it all!
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| 16 Dec 2020 | The 2021 Growth Marketing Playbook | 00:39:49 | |
With more than 17 years in the digital marketing space, Oren Greenberg has helped B2B and B2C organizations implement growth strategies that span different channels. Based on his experiences and conversations with clients, he believes the art and science of growth marketing will evolve significantly in 2021 to emphasize cost-efficiency, relationship building and deal expansion, and setting clear expectations based on revised budgets. During this episode of the B2B Marketing Exchange podcast, Oren reveals how B2B organizations can establish and perfect their plans in the New Year. Key questions to answer include:
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| 23 Jun 2021 | The Ins & Outs Of Brand Creation & Management | 00:35:56 | |
A company’s brand encompasses everything from Zoom backgrounds to website content, so it’s important that brand experience is unified across all channels. As a result, an organization’s branding should be at the forefront of marketing strategies — but there are a few gray areas surrounding it. For instance, how strict should branding guidelines be? What shapes a brand? What are the signs that an organization needs to refine or recreate its brand?
In this session replay from the B2B Marketing Exchange in February, Alicia Esposito, G3 Communication’s Director, Content + New Media, led a panel discussion with professionals from Tomorrow.io (formerly ClimaCell) and Conductor that revolved around the ins and outs of brand creation and management.
Check it out to learn:
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| 08 Jul 2020 | Making Moves With Messaging | 00:25:12 | |
B2B buyers want to be in control of their journey. They want to access information when, where and how they want, and they want to determine when a sales rep engages with them and what they discuss in conversations. Messaging has emerged as an effective way to give buyers that power and arm sales and marketing with powerful insights about their audiences. This session replay from the 2020 B2B Marketing Exchange delves into how Unity leveraged real-time messaging. Jesus Requena, the company's Director of Growth Marketing reveals how you can:
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| 10 Aug 2022 | Take A Glimpse Into The Crystal Ball Of Sales | 00:32:15 | |
While Co-hosts Klaudia Tirico and Kelly Lindenau enjoy their last day at the B2BSMX event in Boston, let’s reminisce about B2BMX Next-Level ABM. Mckinsey & Company’s Julia McClatchy is the star of the show this week as she takes a deep dive into all thing’s hybrid selling. During this episode, McClatchy reveals key trends and shocking insights from the B2B Pulse and the Future Of Sales reports. Here are five high-level results:
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| 14 Jul 2021 | An Insider Look At The Expanding Role Of SDRs | 00:33:22 | |
Once viewed simply as “outbound callers,” SDRs are increasingly playing more strategic roles for B2B revenue teams. Given their active role on the front lines of interacting with target buyers, many progressive organizations are positioning SDRs as a key bridge between sales, marketing and customer success. During this B2BMX session replay episode, Demand Gen Report's Andrew Gaffney chats with experts Nikki Ivey of SDRdefenders, Brian Vital of ZoomInfo and Ken Amar of Outreach to discuss the changing role of SDRs, looking specifically at:
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| 17 Aug 2022 | How To Brand Like A B2Cer | 00:15:54 | |
Welcome to our Season 6 finale episode! Co-host Klaudia Tirico is coming to you live from last week’s B2B Sales and Marketing Exchange show floor in Boston alongside FullSurge’s Mitch Duckler. The pair discuss Duckler’s new book titled, “The Indispensable Brand: Move from Invisible to Invaluable,” and the significance of constructing a successful brand strategy.
Marketers are so focused on best practices, clicks, followers, comments, posts and shares that they forget to build up their brand, while driving transactions. Duckler stresses the direct correlation between brand differentiation and very important business metrics. Here are the essential ways a brand can be differentiated based on these four questions:
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| 04 Dec 2019 | How To Cut Through The Noise And Build Awareness w/ Jeremy Middleton | 00:25:03 | |
What does a high school physics and chemistry teacher know about marketing? Plenty, clearly. In his two first years at Pramata Corporation, Jeremy Middleton, Senior Director of Digital Marketing & Revenue Operations, helped the company focus less on the volume of website traffic and the quality of buyer interactions. With a focus on creating awareness and engagement around a new, incredibly niche category, Middleton and his team adopted an ABM strategy that encompassed the following phases:
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