B2B Revenue Leaders (Dustin Tysick)

On this week's episode, Dustin is joined by Leslie Venetz, founder of Sales Team Builder and an advisor and evangelist at Reggie.ai, to discuss what sales teams can potentially expect to work for them in 2023. In this episode, you'll learn how older tactics and strategies can become fresh again in a recession, what makes for a good cold call, and the importance of micro-communities.

If you have any questions or want to learn more about Leslie, send her a connection request on LinkedIn! You can also sign up for Leslie's Business Book Club on Patreon or check out her sales tips videos over on Tik-Tok.

This week, Dustin chats with Derek Osgood, Founder & CEO at Ignition, about how product is really a marketing function. They dive deep into the process of launching new products and features, from the biggest mistakes companies make to why roadmaps often go off the rails. The pair discuss how marketing and product have both moved too far away from the customer and how to tie them back closer.

If you have any questions or thoughts, you can reach out to Derek through LinkedIn. Also, check out Ignition's website to learn more about their work.

In this episode, Dustin sits down with Scott Marker, a seasoned expert in B2B sales, Founder of MCA², and author of Broken: How To Fix B2B Sales, Drive Profitable Growth & Win. Together, they dive deep into the world of B2B sales, starting with why sales is broken, and exploring how companies can redefine strategies to avoid costly errors. Scott shares insights from his extensive experience, emphasizing the importance of Customer-Centric Compensation, building trust with clients, and the evolving landscape of AI vs. Sales Professionals & Outbound. They also discuss How to Use AI Tools like ChatGPT effectively in sales. Key takeaways cover actionable approaches to avoid expensive sales mistakes, foster meaningful client relationships, and implement scalable strategies for sustained growth.

You can reach out to Scott via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out MCA²'s website to learn more about their work.

This week, Dustin chats with Sam Dunning, Founder at Breaking B2B, about effective SEO strategies tailored for B2B SaaS businesses. They cover the shift from traditional SEO metrics to focusing on revenue generation, the common pitfalls many companies encounter, and practical tips for creating high-intent content. Sam provides insights into building strategic partnerships for backlinks and crafting effective competitor alternative pages. Learn how to leverage SEO for higher-intent traffic and improved business outcomes. If you have any questions or thoughts, you can reach out to Sam through LinkedIn. Also, check out Breaking B2B's website and podcast to learn more about their work.

In this episode, Dustin welcomes Julia Winn, Head of Marketing at Air Traffic Control, to discuss the intricacies of aligning sales and marketing teams. They explore where the alignment often goes wrong versus where it can excel, emphasizing the importance of dropping egos and focusing on collaboration. Julia shares her experiences, both good and bad, with alignment and talks about effective strategies, such as avoiding over-reliance on outbound efforts and ensuring cohesive communication between teams.

You can reach out to Julia via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Air Traffic Control's website to learn more about their work.

In this week's episode, Dustin talks with Cait Porte, CMO at Digibee, about delivering a positive customer experience as buyer expectations rise. She also discusses how you should be looking at your revenue team and why marketing must be involved throughout the customer lifecycle, even after they've purchased.

You can connect with Cait over on LinkedIn to chat and learn more about leveling up your customers' experience and other winning marketing tactics.

Dan Radu, President of Macro, joins Dustin on this week's episode to discuss the challenges businesses face in a world of constantly changing marketing technology and revenue operations. Today's episode also covers finding the right balance between effective go-to-market strategies and technology adoption, the value of partner ecosystems in 2023, and more.

If you're looking for a natural extension of your marketing team, you can learn more about Macro and what they do on their website. If you have questions or want to chat with Dan about MarTech or Rev Ops, you can connect with him on LinkedIn.

This week, Dustin chats with Taft Love, Founder of Iceberg RevOps, about the massive risk of falling into the trap of thinking that every new shiny RevOps tool will solve all your problems. They talk about the importance of focusing on RevOps as early as possible, common mistakes companies make when trying to scale, and why top-down forecasts are actually really bad for everyone involved.

If you have any questions or thoughts, you can contact Taft through LinkedIn. Also, check out Iceberg RevOps' website to learn more about their work.

Sarah Reece, Director of Demand Generation at Orum, joins Dustin on this week's episode to discuss why you should focus on revenue over leads. They dive into the intricacies of balancing brand awareness and demand creation, the challenges of aligning marketing and sales efforts, and the innovative strategies she's implementing at Orum.

You can reach out to Sarah via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Orum's website to learn more about their work.

Mason Cosby, Founder of Scrappy ABM, joins Dustin on this week's episode to go deep into the ABM world. They discuss how to be smart and scrappy when it comes to building your first ABM program. When you're just starting, spending a lot of money (that you probably don't have) on ABM tech is unnecessary. What most small businesses need to realize is that there are many easy activation plays you can get started with. From former prospects and customer players, to using a podcast as part of your ABM motion. Make sure you have a pen handy to jot down notes with this one.

You can reach out to Mason via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Scrappy ABM's website and podcast to learn more about their work.

In this conversation, Dustin and Roger Martin, Co-Founder and CEO of ThriveMore Brands, discuss the importance of tonality in sales conversations and how it separates top-tier salespeople from the rest. They emphasize the need for salespeople to have genuine conversations and actively listen to their prospects. They also discuss the difference between manipulation and persuasion in sales and the importance of building trust with customers. Finally, they touch on Roger's transition from the corporate world to entrepreneurship and the realities of running a business.

You can reach out to Roger via social media and his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out ThriveMore Brands' website to learn more about their work and Roger’s Podcast.

This week, Chip House, Chief Marketing Officer at Insightly, joins the podcast to talk about marketing strategies in the competitive CRM space. He discusses the challenges of going against giant competitors and the importance of staying scrappy and curious. Chip highlights the significance of identifying weaknesses in competitors, such as high costs and limited flexibility, and using that as a marketing advantage. He also discusses finding effective channels for marketing, why speed is crucial, and the importance of accelerating efforts once positive results are seen.

You can reach out to Chip via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Insightly's website to learn more about their work.

This week, Dustin chats with Corrina Owens from Purple Cork about all things ABM. They dive deep, from tiering accounts to aligning sales and marketing, to why you don't need to get hung up on tech. Account Based Marketing isn't exclusive to enterprise, and this episode is packed full of info and ideas all about how you can use it too.

If you have any questions or thoughts, you can reach out to Corrina through LinkedIn. Also, check out Purple Cork's website to learn more about their work.

This week, Dustin chats with Aaron Branson, Senior VP of Marketing at Netsurion & CEO at Revup Marketing, all about the upcoming budgeting season. They chat about what the ROI of measuring ROI is, attribution, how to effectively communicate your needs with the C suite, and the crucial importance of the marketing leader being involved, not just in the forecasting side but also in budgeting.

If you have any questions or thoughts, you can reach out to Aaron through LinkedIn. Also, check out Netsurion’s & Revup Marketing’s websites to learn more about their work.

On this week's episode, Dustin is joined by Jen Igartua, CEO at Go Nimbly, to discuss the shift from MQLs to PQLs and how marketing and revenue teams can avoid the pitfalls they experienced with MQLs. In this episode, you'll learn how PQL's are focused on finding out when a prospect is ready for a human-led experience and how to avoid jumping the gun and getting ahead of that "aha moment" for your prospects.

If you have any questions or want to learn more about Jen and PQLs, send her a connection request on LinkedIn! If you're a revenue operator, check out Go Nimbly's RevOps Foundations Guide to learn how you can identify the gaps and align your team on revenue operation goals. 

On today's episode, Dustin is joined by Tyler Lessard, VP of Marketing and Chief Video strategist at Vidyard and the Chief Feeder over at Sales Feed. This episode covers why you're probably doing your content marketing all wrong, how to use humor in your content marketing and the benefits of utilizing multiple media brands.

You can connect with Tyler and shoot him a DM over on LinkedIn to chat all things content marketing. To see what Sales Feed Media is doing or to sign up for their newsletter check out the website here. To learn more about how a great video hosting and messaging tool can help you check out Vidyard's website.

On this week's episode, Dustin is joined by Nick Bennett, Director of Evangelism & Customer Marketing at Alyce. This episode covers all things customer marketing, including the importance of net revenue retention vs annual recurring revenue. Nick also talks about events and how you can leverage them to build affinity with customers.

You can connect with Nick and shoot him a DM over on LinkedIn, or find out more about corporate gifting and the work being done at Alyce over at their website.

On this episode, Dustin is joined by Amelia Taylor, Strategic Sales & Lead Evangelist at regie.ai, to discuss the role of evangelism in sales/marketing, the importance of being authentic with your customers, and the belief of people over revenue.

You can find Amelia on Linkedin, or if you're looking for more information on regie.ai you can visit their website today.

In this week's episode, we talk to Aly McGue, Director of Customer Marketing at Amplitude, about the dying art of case studies and the rise of authentic, valuable content in customer advocacy. We discussed how to build strong relationships with customers, create content that resonates, and inject advocacy at every stage of the customer journey.

You can reach out to Aly via her LinkedIn profile if you have any questions or insights on the topics discussed today and learn more about Amplitude via their website.

Talia Wolf, Founder and CEO of Getuplift, joins Dustin on this week's episode to discuss the importance of using emotion in copywriting and conversion optimization. She explains that understanding how people make decisions and the emotions that drive those decisions is crucial for effective conversion optimization. She also discusses the balance between repetition and depth in messaging and the importance of a customer-centric approach. Talia concludes by addressing the role of AI in copywriting and conversion optimization, noting that while AI can assist in the process, it is the human touch and understanding of emotions that truly sets businesses apart.

You can reach out to Talia via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Getuplift's website to learn more about their work.

Scott Stouffer, Founder and CEO of scaleMatters, joins Dustin on this week's episode to discuss the do's and don'ts of go-to-market experimentation for B2B businesses. In this episode, Dustin and Scott discuss how businesses waste time and money running ineffective tests, what you should focus on when determining which tests to prioritize, and more.

You can learn more about scaleMatters and how they identify issues in your funnel over on their website. You can also reach out to Scott vis his email if you have any questions on the topics discussed today.

Harry Spaight, Founder of Selling With Dignity, joins Dustin on this week's episode to dive deep into the world of selling from a place of service. They emphasize the importance of providing value and building relationships with potential customers. They also talk about the power of asking questions and listening, the importance of aligning sales and marketing efforts, and the role of personal branding in sales. Overall, the conversation provides insights and strategies for salespeople to be successful without compromising their integrity.

If you have any questions or thoughts, you can reach out to Harry through LinkedIn. Also, check out Selling With Dignity's website to learn more about their work.

Everyone talks about marketing and sales alignment but when the two teams stay siloed with different goals and incentivized for different outcomes...alignment doesn't happen. Sam Shepler, CEO of Testimonial Hero, discusses why you need a unified revenue team, why it's important to consider the DNA mix between sales and marketing for your core executive hires, and the process he went through as a CEO in learning that MQLs are not predictive of business success.

This week, Dustin chats with Tim Hillison, Founder and Chief Marketing Officer at Entry Point 1, about the 3P's framework for achieving market fit: problem market fit, product market fit, and platform market fit. They discuss the importance of understanding customer problems, developing effective products, and moving towards offering integrated solutions. Tim emphasizes the importance of alignment and communication among different departments in a company's go-to-market strategy. He also discusses the role of partner-led growth and the need for a strong point of view in marketing.

You can reach out to Tim via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Entry Point 1's website to learn more about their work and take their GTM assessment.

Sam Shepler, Founder and CEO of Testimonial Hero, joins Dustin on this week's episode to discuss how the buyer journey is changing and why only using late-stage peer evidence isn't enough to close a deal anymore. They explain how prospects are seeking social proof earlier in the process, why you need the right peer evidence at the right time, and how to think about using testimonial videos strategically.

If you want to shoot Sam a question or give him a follow to see more tidbits on customer stories and video testimonials, you can connect with him over on LinkedIn. You can also learn more about how we create strategic customer videos that help you close deals faster on our website.

Joe Kevens, Director of Demand Generation at PartnerStack and Founder at B2B SaaS Reviews, joins Dustin on this week's episode to discuss the role of reviews in the software buying process. They explore the limitations of peer communities for software buying advice and the issues with review sites, such as inflated ratings and lack of authenticity. They also share strategies for buyers to effectively ingest reviews, including filtering for certain star ratings and finding in-depth reviews. Joe shares his thoughts on the future of review sites and the potential for personalized recommendations. They also touch on the importance of building trust through various forms of social proof, such as testimonials, case studies, and customer stories.

You can reach out to Joe via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out PartnerStack’s website to learn more about their work and B2B SaaS Reviews to help you get the most from user reviews.

Steffen Hedebrandt, Co-Founder of Dreamdata, joins Dustin on this week’s episode to discuss the importance of having a shared ICP to align sales and marketing efforts. In this episode, Dustin and Steffen emphasize the importance of high-quality leads from high-intent channels and accurate customer journey tracking. Also, about how essential accountability, efficiency, and collaboration between sales and marketing teams are. You can reach out to Steffen via his Linkedin profile if you have any questions or insights on the topics discussed today. You can also learn more about Dreamdata on their website.

In this conversation, Alex Sheridan from Impax discusses with Dustin the importance of sharing content online and the power of video for B2B companies. Alex emphasizes the need for companies to be more involved in the content creation process and highlights the benefits of creating buyer-ready content. He also shares common mistakes B2B companies make with in-feed social content and the importance of understanding the buyer's mindset on different social media platforms. Finally, Alex introduces the concept of video as a 24/7 sales rep and offers guidance on getting started with video content.

If you have any questions or thoughts, you can reach out to Alex through LinkedIn. Also, check out Impaxs’ website to learn more about their work.

This week we have a special episode for you. Dustin joined the Business Growth Show - B2B Marketing Podcast hosted by Sam Dunning to sit down and discuss customer stories and how they can increase trust and revenue across your business. From determining the right interview questions to breaking up the finished testimonial into multiple formats to use across your funnel, this episode will give you insight into how you can win with customer testimonials.

Connect with Dustin over on LinkedIn if you have any more questions about customer stories. From production to distribution, we can help you have success with customer testimonials. If you're ready to get started on customer stories, schedule a strategy session today.

In this episode, we explore AI's impact on B2B marketing and sales with Ryan Staley, Founder and CEO at Whale Boss. Discover how AI tools like Chat GPT are revolutionizing the industry, and learn the importance of adopting AI strategies for better customer engagement. Ryan shares his innovative approach to referral-led growth and using AI for quicker, more efficient results.

You can reach out to Ryan via his Linkedin profile if you have any questions or insights on the topics discussed today.

Gabi Contreras, Marketing Consultant & Advisor, joins Dustin on this week's episode to share the importance of customer's voice for startups and smaller companies. In today's world, customer retention and revenue growth are critical for a business's survival; in this episode, they provide practical steps for startups on how to capture customer insights, create content using the voice of the customer, and distribute market research.

You can reach out to Gabi via her Linkedin profile if you have any questions or insights on the topics discussed today.

This week, Naomi Soman, Senior Copywriter at Similarweb, joins Dustin to discuss the importance of balancing creativity and strategy in Marketing and why understanding your target audience and their journey is crucial for developing effective campaigns. Naomi shares a lot of knowledge around creating practical personas that focus on pain points rather than demographics, and highlights the need for continuous testing and research. They also touch on the importance of clear differentiation in competitive markets and offer tips on aligning marketing, sales, and customer success teams around a unified message.

If you have any questions or thoughts, you can reach out to Naomi through LinkedIn. Also, check out Similarweb's website to learn more about their work.

This week, Dustin chats with Jacco van der Kooij, Founder of Winning by Design, to discuss the concept of a revenue factory and how companies can operate efficiently to achieve growth. They explore the shift from a 'grow at all costs' mindset to a focus on efficiency and the importance of frameworks in achieving disciplined execution. They also chat about the role of marketers in supporting sellers and the need for sellers to diagnose customer problems rather than focusing on selling. They conclude with insights on building trust with customers and the importance of practice and repetition in sales.

If you have any questions or thoughts, you can reach out to Jacco through LinkedIn. Also, check out Winning by Design's website to learn more about their work, and Jacco’s new book “Revenue Architecture”.

This week, Dustin chats with Gianna Scorsone, Co-Founder and Chief Operating Officer at ChampionHQ, about the concept of “Customer Marketing 3.0.” They delve into its evolving role, the importance of tracking and attribution, and why it often gets overlooked during budget cuts. Gianna shares insights on integrating customer marketing with customer success to boost NRR and explores how AI can streamline the process.

If you have any questions or thoughts, you can reach out to Gianna through LinkedIn. Also, check out ChampionHQ's website to learn more about their work.

This week, Dustin chats with Anthony Pierri from FletchPMM about all things product marketing. Anthony gives his take on why the common advice of leading with benefits isn't always correct and why people care about features. They also discuss why category creation usually isn't the right path and why you should instead focus on differentiating within an existing category. The key takeaway is that simple, specific, differentiated messaging and positioning is the way to go.

If you have any questions or thoughts, you can reach out to Anthony through LinkedIn. Also, check out FletchPMM's website to learn more about their work.

Mike Fazio, VP of Marketing & Revenue Operations at lsq, joins Dustin on this week's episode to chat about all things marketing and Rev ops and how they will shift throughout this year. In this episode, Mike will discuss the importance of auditing and consolidating your tech stack, how Rev Ops fits into an organization, and some new technology he's excited about.

You can connect with Mike over on LinkedIn to say hi and learn more about strategies and tactics in marketing and rev ops. You can also visit lsq's website to learn more about their capital finance and payment solutions.

On this week's episode, Dustin is joined by Emma Stratton, Founder of Punchy.co. This episode covers the importance of simplifying your positioning and messaging so that it resonates with your target market. It's time to do away with marketing fluff that focuses too much on the nitty-gritty; you need to address your buyers wants and needs with conversational and value-focused messaging.

You can connect with Emma over on LinkedIn or other socials to chat and learn more about simplifying your messaging. You can also head over to Emma's website and sign up for her newsletter, Punchy, to get weekly tips about positioning and messaging for your business.  

This week, Dustin sits down with Jason Smith from Klue to deep dive into the competitive revenue gap and ways to close it. Tight competition calls for innovative strategies, and there's no better strategy than having a robust competitive program to highlight your unique selling points. From discussing the role that AI plays in summarizing competitive data to the importance of arming your reps with the necessary competitive intelligence, they share a lot of tips to set you up for success.

Feel free to reach out to Jason through LinkedIn for any queries or comments. Additionally, explore Klue’s website and social media to understand more about their approach to competitive programs.

Justin Rowe, Chief Executive Officer at Impactable, joins Dustin on this week's episode to deep dive into LinkedIn advertising. They cover topics such as the cost of LinkedIn ads, common mistakes made by advertisers, recommended ad types, and exciting changes in LinkedIn for 2024. The pair also discuss account-based lists vs. LinkedIn native targeting, building an advertising ecosystem, attribution challenges in multi-channel marketing, and understanding programmatic advertising.

You can reach out to Justin via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Impactable's website and YouTube channel to learn more about their work.

Evan Patterson, Founder & CEO of Evan Patterson Consulting, joins Dustin on this week’s episode to share why becoming an AE might not be the best path for SDRs. This episode is full of tips and arguments behind this statement and why giving SDRs more creative freedom and flexibility might be the solution for them hitting their quota.

You can reach out to Evan via his show, Across the Pond & Over the Rainbow, or his LinkedIn profile if you have any questions or insights on the topics discussed today.

In this episode, Dustin interviews Kris Rudeegraap, Co-CEO and Co-Founder of Sendoso, to discuss the innovative role of gifting in B2B sales. They explore how personalized gifting can enhance customer engagement and drive sales effectiveness beyond traditional outreach methods. Kris shares his insights on leveraging automation and AI to streamline sales processes, allowing teams to focus on high-value interactions while reducing manual tasks.

Key takeaways include: understanding the importance of hyper-personalization in gifting, utilizing automation tools like Clay to enhance SDR productivity, and implementing strategic gifting approaches that align with buyer intent to create meaningful connections.

Connect with Kris Rudeegraap on LinkedIn for more insights on modern sales strategies and discover how Sendoso can revolutionize your gifting approach by visiting their website.

Mark Stiving, Founder of Impact Pricing, joins Dustin on this week's episode to deep dive into the art of pricing. They start by exploring the concept of value and how it can be understood and communicated to customers, delve into the challenges of pricing in different scenarios, and also discuss the importance of communicating pricing on the website. The conversation covers topics like price increases, providing value in non-software subscriptions, and selling solutions instead of platforms. The key takeaway is the significance of understanding and delivering value to customers in order to set effective pricing strategies.

If you have any questions or thoughts, you can reach out to Mark through LinkedIn. Also, check out Impact Pricing's website to learn more about their work.

This week, Dustin chats with Brett McGrath from The Juice about the present and future of Content Marketing. Content is a crucial piece of the puzzle to reach new audiences and build more trust. They talk about how content created by individuals is more trustworthy than brands, distribution, curation, and the importance of investing in content creation.

If you have any questions or thoughts, you can reach out to Brett through LinkedIn. Also, check out The Juice's website and social media to learn more about their work.

In this episode, Dustin and Isaac Ware, who leads Demand Gen at UserGems, discuss account-based marketing and the limitations of intent signals. They explore the use of job change signals for ABM and targeting new hires for expansion and churn prevention. They also chat about tying job changes to marketing campaigns, using soft asks in ads, and how UserGems created over 300 one-to-one ABM ads on LinkedIn. They also touch on targeting the buying committee with LinkedIn ads, the focus on contact level buying signals, building playbooks, and providing value to individuals.

If you have any questions or thoughts, you can reach out to Isaac through LinkedIn. Also, check out UserGems' website to learn more about their work.

This week, Dustin chats with Sam Shepler, CEO at Testimonial Hero, about the shift from traditional social proof to social proof 2.0 in the B2B buying process. The discussion highlights how shifts in buyer behavior have led to a change in how sellers adapt their marketing strategies. They shed light on the importance of trust and proof points throughout the buyer journey and the need for strategic depth in social proof. Finally, they share insights on the importance of making customer evidence a strategic initiative and discipline, and the benefits of a video-first strategy for creating impactful content.

You can reach out to Sam via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Testimonial Hero's website to learn more about our work.

On this week's episode, Dustin is joined by Jason Bay, Founder and CEO of Outbound Squad, to discuss the recent shift in how buyers make purchasing decisions and how you can evolve your sales strategies to adapt to these changes. In this episode, you'll learn cold-calling tips, advice on how to sell during a recession, and how to move on from antiquated sales models.

You can connect with Jason over on LinkedIn to learn more about how buyers are changing and how you can adapt. You can also head to outboundsquad.com for free guides, webinars, coaching, and a wealth of other information on improving your sales strategies.

In this episode, learn how to make B2B sales videos that actually convert as Dustin interviews Chris Bogue, a video expert and improv comedian. They discuss the crucial role of video in B2B sales, diving into why many sales professionals overlook its potential and sharing actionable strategies to create videos that convert potential prospects into clients. Chris highlights the importance of capturing attention in the first 3 seconds and establishing an early connection to quickly drive conversions.

Key takeaways include mastering the art of concise videos lasting 30 to 45 seconds, understanding the nuances between video prospecting and social media content, and focusing on relatable messaging. Chris also addresses common fears about being on camera and provides practical tips to help viewers embrace authenticity in their outreach efforts. By integrating vulnerability and simplicity into video messages, you can foster genuine connections that enhance communication effectiveness throughout the sales process.

Connect with Chris on LinkedIn for more insights into video strategy and discover how he can help master your video skills to improve your outreach success.

This week, Dustin chats with Marcus LaRobardiere from NewStore about the state of the SDR space. They discuss all about the role, from how it has evolved in the last couple of years to how to use intent and align Sales and Marketing teams to generate more business opportunities. According to Marcus, the Sales team might not be your best bet as a place to fit SDRs, but Marketing. Listen to the episode to go deep into his reasoning.

You can contact Marcus through LinkedIn if you have any questions or thoughts. Also, check out NewStore's website to learn more about their work.

On this week's episode, Dustin is joined by Michael Cole, VP of Marketing at Everflow. In this episode, Michael and Dustin chat about all things partner marketing, from using partnerships and referrals as a growth engine to what B2B companies can learn from B2C partnerships.

You can connect with Michael over on LinkedIn to chat and learn more about partner marketing. You can also Check out Everflow on LinkedIn and join their fireside chats, or try a demo of their partner marketing platform here.

On this week's episode, Dustin is joined by Ashley McAlpin, Head of Marketing at Rockerbox, to discuss how companies and marketers can start spending smarter in a tighter economy. In this episode, you'll learn how funded marketers can adopt a bootstrapped mentality in 2023 to get the most out of their current pipeline, content, and more.

If you have any questions or want to learn more about Ashley and her predictions for 2023, connect with her and chat over on LinkedIn!

In this episode, Dustin Tysick and Sean Lane, founding partner at BeaconGTM, explore the essentials of Revenue Operations (RevOps). Discussing the ideal timing and mindset for implementing RevOps, they highlight key traits for early hires and share practical advice on building scalable revenue processes. Learn from Sean’s hyper-growth experience at Drift, understand the importance of operating rhythms, and discover how to align marketing, sales, and customer success teams effectively. Tune in for insights drawn from over 50 operators and actionable tips from Sean's book.

You can reach out to Sean via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out BeaconGTM's website and Sean’s book to learn more about their work.

Ben Slater, Senior VP of Marketing at Beamery, joins Dustin on this week's episode to talk about his journey from pre-revenue all the way to building a unicorn at Beamery. His insights are pretty unique since few marketers stay on for that whole journey. They discuss how he went through deciding who to hire first, what he would change if he could go back in time, and the importance of taking a long-term approach from the very start.

You can reach out to Ben via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Beamery's website to learn more about their work.

This week, Dustin welcomes Emir Atli, Co-Founder and CRO at HockeyStack, to explore the future of B2B marketing. They discuss why attribution is becoming obsolete, the power of signal-based sales strategies, and key tactics in influencer marketing. Emir shares the importance of understanding buyer journeys, the evolving landscape of demand generation, and HockeyStack's innovative ABM and sales intelligence tools.

If you have any questions or thoughts, you can reach out to Emir through LinkedIn. Also, check out HockeyStack's website to learn more about their work.

In the final episode of the year, Dustin Tysick, VP of Revenue at Testimonial Hero, presents a 10-minute masterclass on mastering the art of selling through video testimonials. He shares a step-by-step guide on how to create authentic customer stories that resonate with buyers, build trust, and drive sales success. Whether you’re looking to capture attention, engage prospects, or close deals, Dustin reveals how to use video testimonials effectively at every stage of the sales funnel. Key takeaways include: crafting short, impactful top-of-funnel videos to grab attention, structuring mid-funnel testimonials to showcase real customer results, creating bottom-funnel content to crush objections, and integrating video and written testimonials for maximum impact. Dustin also explains how to distribute and measure testimonials to ensure they drive results for your business.

You can reach out to Dustin via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Testimonial Hero's website to learn more about their work.

Victoria Sakal, Head of Growth at Wonder, joins Dustin on this week's episode to chat about lowercase r research. It refers to smart and informed research that professionals can conduct using various tools and solutions, and it's less time-consuming and costly than traditional big R research. She emphasizes the importance of ongoing research and ad hoc projects to gather insights and make informed decisions. Victoria shares the key components of a research framework, including internal data, primary and secondary research, and external sources. She finally highlights the importance of objectivity in research and suggests using a combination of qualitative and quantitative methods.

You can reach out to Victoria via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Wonder's website to learn more about their work and find a summary of helpful mindset shifts for building a more agile, always-on research engine.

AJ Bruno, Co-Founder & CEO at QuotaPath, joins Dustin in this episode to explain why starting a new software company in the current environment is challenging. They discuss the rapid changes in marketing, sales, product engineering, and the complexities of today's world, including the role of AI and venture capital. AJ shares insights on the evolution of sales tech, the importance of simple and effective compensation plans, and the necessity of adapting to ongoing technological advances. Tune in to learn how AJ navigates these challenges and what strategies QuotaPath employs to stay ahead.

If you have any questions or thoughts, you can reach out to AJ through LinkedIn. Also, check out QuotaPath's website to learn more about their work.

Harris Kenny, Founder at Intro CRM, joins Dustin on this week’s episode to chat about all things sales, from the role of SDRs in modern sales organizations to the importance of testing and moving quickly. In addition, they discuss insights about the future of outbound sales. You can reach out to Harris through his Podcast “Pipeline Meeting”, and via his Linkedin profile if you have any questions or insights on the topics discussed today.

Georgiana Laudi, Co-Founder & CEO at Forget The Funnel, joins Dustin on this week's episode to discuss the concept of customer-led growth. They delve into the importance of understanding your best customers, optimizing customer experiences, and how focusing on the right customer segments can drive growth without increasing marketing spend. She also shares insights on the jobs to be done methodology and provides real-world examples to illustrate how companies can achieve higher ROI by enhancing the post-acquisition customer experience. Tune in to learn actionable strategies for leveraging customer insights to drive sustainable growth.

You can reach out to Georgiana via her LinkedIn profile if you have any questions or insights on the topics discussed today. Check out Forget The Funnel's website and book to learn more about what they do, and you can also listen to their podcast.

In this episode, Dustin interviews Ryan Paul Gibson, Founder of Content Lift, to explore the art and science of customer research in B2B. They dive into the essential strategies for conducting effective customer research that goes beyond basic sales calls and surveys. Ryan shares his expertise in understanding buyer psychology, overcoming common research challenges, and reaching actionable insights that truly impact business decisions.

Key takeaways include understanding the stages of buyer intent, identifying critical buying triggers, gathering in-depth qualitative insights, and implementing research findings to improve marketing and sales strategies.

Connect with Ryan on LinkedIn for more insights on customer research and marketing. Learn how Content Lift can support your business in understanding your customers better by visiting their website.

Eric Konovalov, Founder of The Goal Guide, joins Dustin on this week's episode to deep dive into personality types and how they impact the sales process. Eric explains the characteristics of the four main personality types: eagle, parrot, dove, and owl. He highlights the clashes and compliments between these personality types and provides examples and strategies for adapting and communicating effectively with each type. Eric also shares resources, including his arsenal of sales and leadership materials, to help sales professionals improve their skills.

You can reach out to Eric via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out The Goal Guide's website to learn more about their work.

Other resources:

• Humantic AI
• Arsenal of Sales

This week’s episode features Shannon Howard, Director of Customer & Content Marketing at Intellum, who talks extensively about customer education as a key part of a business strategy. She and Dustin focus on the importance of customer education in areas such as customer retention, product adoption, and increasing customer satisfaction. The discussion covers the common mistakes businesses make in their approach to customer education, tips on scaling customer education, the crucial role of internal advocacy, and the significance of feedback from multiple internal teams. The pair also share insights on the importance of measuring metrics for the efficacy of education content and the potential for customer education content to act as a brand amplifier.

If you have any questions or thoughts, you can reach out to Shannon through LinkedIn. Also, check out Intellum's website to learn more about their work.

In today's episode, we welcome Sofia Silva, Demand Generation Manager at Reachdesk. We discussed why building long-term relationships with your audience is the real secret to lasting business success. Sofia highlights the need to ditch the impersonal B2B mindset and get real, emphasizing the human-to-human connections that are at the heart of all business decisions. She also gives us a unique look into how Reachdesk uses its own platform to cultivate strong connections that really leave a mark.

If you have more questions or insights, feel free to reach out to Sofia via LinkedIn or through Reachdesk's website.

In this episode, Sam Shepler, CEO of Testimonial Hero, steps in for Dustin and he’s joined by Joel Klettke and Jen Enns, Founders of Case Study Buddy (acquired by Testimonial Hero in March 2024). They delve into the founding story and growth of Case Study Buddy, discuss the importance of customer storytelling, and share valuable tips from their experience as entrepreneurs. They also discuss overcoming early challenges, the significance of investing in quality talent, and strategic tips for creating impactful customer stories.

If you have any questions or thoughts, you can reach out to Joel and Jen through LinkedIn.

This week, Dustin chats with Lewis Rothkopf, Chief Revenue Officer at Pairzon, about the need for marketers to unite advertising with sales and revenue. He emphasizes the importance of using data to understand the impact of advertising on actual sales and highlights the challenges of tying advertising to in-store activities. Lewis explains how AI and predictive analytics can be used to gain insights into advertising effectiveness and improve personalization while maintaining privacy. They also discuss on the changing roles of CRO and CMO and the optimistic future of marketing and sales.

You can reach out to Lewis via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Pairzon's website to learn more about their work.

Reposted episode from the Modern Day Marketer Podcast with Brett McGrath.

Dustin Tysick is the VP of Revenue at Testimonial Hero, helping companies create video testimonials and drive social proof. Social proof is defined as "a psychological and social phenomenon wherein people copy the actions of others." Rather than read a list of reviews or a lengthy case study, a quick video of a happy customer can be highly effective in driving new customers down your pipeline.

..In this episode, discover the secrets to running a profitable agency as Dustin interviews Marcel Petitpas, CEO of Parakeeto and a leading expert in agency operations. They uncover the biggest hurdles agencies face when scaling and provide actionable strategies to optimize pricing and boost profitability. Marcel’s insights are perfect for anyone looking to transform their agency into a sustainable and thriving business.

Key takeaways include mastering the "Agency Pricing Quadrant" to select the right pricing models, ensuring healthy direct delivery margins to avoid cash flow issues, and tracking essential metrics like gross margins for financial clarity. Marcel also dives into practical tips for managing cash reserves, scaling teams efficiently, and maintaining profitability even in competitive markets. This episode is packed with proven strategies to help you overcome challenges and build an agency that not only grows but thrives financially.

If you’re ready to take your agency’s profitability to the next level, watch this video now! Connect with Marcel on LinkedIn for more insights, and grab Parakeeto’s free toolkit to start improving your agency’s financial health today.

• Pricing Quadrant
• Free Toolkit
• Course
• New Book

This week, Dustin chats with Mike Grinberg, Founder & CEO of Proofpoint Marketing, about how incorrect definitions and limiting beliefs are usually the root cause of most crappy marketing. They discuss why having clear ideas and definitions is the foundation to find success in your campaigns, why demand creation isn’t a thing, and why referrals aren’t just from your clients and partners.

If you have any questions or thoughts, you can reach out to Mike through LinkedIn. Also, check out Proofpoint Marketing’s website to learn more about their work.

Other links mentioned in the episode:

• The Master Marketer Show
• Outbound

In this episode, Dustin chats with Ryan Doyle, Chief Vibes Officer & Advisor at Sales.co, to discuss the intricacies of cold email marketing and sales outsourcing. They explore why prematurely outsourcing your outbound sales motion can be detrimental, the importance of customer research, and they share practical insights from running successful campaigns. Ryan emphasizes the importance of founders being involved in early sales efforts, crafting personalized messages, and gathering qualitative feedback. For businesses scaling, they delve into strategies for effective outbound approaches and the evolving role of SDR teams in the age of AI and automation.

You can reach out to Ryan via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Sales.co's and Ryan’s websites to learn more about their work.

Natasha Dolginsky, Sr. Director of Growth Marketing of Clari, joins Dustin on this week’s episode to discuss the power of simplicity in marketing, how to do more with less, and how to get your ABM program off the ground.

You can reach out to Natasha via her LinkedIn profile if you have any questions or insights on the topics discussed today. You can also learn more about Clari on their website.

This is the B2B Revenue Leaders Podcast where we bring together sales and marketing leaders to get them speaking the same language...revenue. Every week we'll be putting out a new episode. I'm Dustin Tysick and I'll be your host. Hit me up on LinkedIn if you have guest or topic suggestions.

Logan Lyles, Lead of Evangelism & Content Marketing at Teamwork.com, joins Dustin on this week's episode to deep dive into Nearbound Marketing. They discuss what Nearbound actually means and the right way to go about it, why Inbound needs to evolve, and how you can work with partners, customers and influencers to amplify your message.

You can reach out to Logan via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Teamwork.com's website to learn more about their work.

Links mentioned:

• Trust is the New Data
• Marketing Together
• Agency Life

On this week's episode, Dustin is joined by Andrew Bolis, Fractional CMO & B2B Growth Advisor, to discuss how smaller companies and startups can compete in demand generation on a budget. In this episode, you'll learn why risk aversion can be a killer for small teams, organic ways to generate demand, and why your brand story determines the success of your demand gen efforts.

If you have any questions or want to learn more about Andrew or demand generation, send him a connection request on LinkedIn!

Christine Göös, Head of Marketing at The Shelf, joins Dustin to discuss the evolving landscape of influencer marketing and the creator economy in the B2B space. They go in detail into the convergence of B2B and B2C tactics, the challenges faced by C-suite executives in adapting to new marketing strategies, and the potential of creator marketing as the next frontier for brand awareness and conversions. As an extra tip, Christine also shares insights on integrating AI in content creation and storytelling.

You can reach out to Christine via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out The Shelf's website to learn more about their work.

In this episode, Dustin sits down with Nikita Bykadarov, co-founder of Maildoso, to break down the ultimate blueprint for B2B email deliverability. They explore how improving email outreach strategies can maximize response rates and drive success in cold email campaigns. Nikita shares his journey of building Maildoso and how solving his own deliverability challenges led to the creation of a platform that empowers businesses to scale their outbound efforts effectively.

Key takeaways include: the importance of refreshing email copy regularly, using plain text emails to avoid spam filters, leveraging spintax to extend campaign performance, and crafting offers that resonate with recipients to boost reply rates.

Connect with Nikita on LinkedIn for more insights on email deliverability, and explore how Maildoso’s innovative tools can transform your email campaigns by visiting their website.

Quota achievement is down, rep tenure is down, and turnover is up. It's hard out there as a sales rep, and the old tactics from 20 years ago just don't work anymore. 

On this episode, Dustin welcomes Belal Batrawy, Founder of Death to Fluff, to talk about using provocative messaging, why you don't want to be a "helpful" seller, and how sales leaders should communicate with their team when they're not going to reach quota.

You can follow Belal on ⁠LinkedIn⁠ or sign up at ⁠Death to Fluff⁠ to get real-world examples of how to make your buyer the hero instead of your product or service.

In this episode, we welcome Gwen Lafage, VP Marketing, Global Brand and Content at Sinch, to discuss all things brand. Gwen shares her definition of brand as reputation and perception, explaining why it's crucial for companies to have a strong and brave brand to stand out. The discussion covers the challenges of measuring brand impact for smaller tech companies, strategies for establishing a unique brand voice, and the importance of consistency and repetition. They also touch on the balance between short-term marketing wins and long-term brand building, and how companies can tackle brand positioning in a new category.

You can reach out to Gwen via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Sinch's website to learn more about their work.

Jeff Rosset, Founder & CEO of Sales Assembly, joins Dustin on this week's episode to discuss the changes in the sales industry in 2023. In today's landscape, companies are now focusing on efficiency and structure, and sales reps need to develop skills in building pipeline and self-sourcing leads. They share advice for closing skills gaps, overcoming AI's challenges in sales and the changing roles and responsibilities of sales professionals.

You can learn more about Jeff and Sales Assembly on LinkedIn and their podcast, Revenue Jam.

On this week's episode, Dustin is joined by Jonathan Bland, Co-Founder of Omni lab Consulting. This episode covers the ever-changing landscape of LinkedIn ads and how you can optimize your strategy with document ads, micro-influencers, and overall quality content.

You can connect with Jonathan over on LinkedIn to say hi or learn more about these topics. To see more info on Omni Lab Consulting, check out their website here.

In this week's episode, Dustin talks with Christian Kletzl, Co-founder and CEO at UserGems, who defines and discusses the importance of champion life-time value. You'll learn all about champion LTV including how it's different than company LTV, how it can help your business, and why you should reach out to your former champions.

You can connect with Christian over on LinkedIn to learn more about champion LTV, or you can head over to UserGems' website to see how they can help you grow and prevent churn.

Eden Bidani, Head of Strategy & Copy @ CAPE.Agency, joins Dustin on this week's episode to explain why conversion rates and revenue problems are usually just signs of poor messaging. They discuss why brand archetypes matter, how you can hack your way to successful positioning, and shed light on some common mistakes copywriters make.

If you have any questions or thoughts, you can reach out to Eden through LinkedIn. Also, check out CAPE. Agency's website to learn more about their work.

Stacey Danheiser, CMO at SHAKE Marketing, joins Dustin on this week's episode to discuss how marketing leaders can do a better job of building confidence with the C-Suite to have a spot at the strategic table. This episode delves into the disconnects for marketing leaders, like the fact that most CEOs in Fortune 100 companies come from finance or engineering backgrounds, while only 13% have marketing backgrounds, and explains the steps these leaders can take to establish trust and credibility.

You can connect with Stacey over on LinkedIn to say hi and learn more about marketing tactics and strategies. You can also check out the free Confident Marketer Scorecard that Stacey created for marketers to understand the current gaps, strengths, and opportunities in their approach.

This week, Shannon Curran, Fractional CMO for Founder-led Tech Companies, joins Dustin to explore the concept of a 'founder brand' and its significance in B2B marketing, particularly for early-stage companies. They delve into how to define founder brands, the role of founders in shaping their company's brand identity, and the strategic selection of channels that align with founders' strengths. Shannon also goes deep into the topic of building effective brand engagement and why a founders' passion and authenticity are crucial. She also shares her approach to developing her brand as a solopreneur.

You can reach out to Shannon via her LinkedIn profile if you have any questions or insights on the topics discussed today.

This week, Dustin chats with Bethany Fagan from PandaDoc about leveraging content creators and personal brands to help your business. Since budgets are getting tight, it's important to find new ways to make people notice your company. One way to do this is by making the most of your employees' personal brands. It might be tricky, but it's still new and worth giving a shot. If you have any questions or thoughts, you can reach out to Bethany through LinkedIn. Also, check out PandaDoc's website and social media to learn more about their work.

Ed Lynes, Managing Partner at Woden, joins Dustin on this week's episode to talk all about strategic narratives in business. Ed and Dustin discuss the importance of building a strategic narrative and how it can tie together a company's go-to-market efforts. Ed explains that while sales and marketing tactics may have changed over time, the fundamentals remain the same. He emphasizes the need to anchor the strategic narrative in the company's purpose and align it with the perspectives and needs of different buyer personas. Finally, they discuss the structure of a strategic narrative and the importance of pattern interrupts to engage and empower the audience.

You can reach out to Ed via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Woden's website to learn more about their work.

Dan Kalmar, Creative Director of Written Stories at Testimonial Hero, joins Dustin on this week's episode to chat about written customer stories. Dustin and Dan discuss the effectiveness of case studies and customer stories in marketing. They explore the differences between traditional case studies and customer stories, and the various ways to use and distribute customer stories, such as sales slides, social media assets, and audiograms. Dan shares insights on how to conduct effective interviews to gather compelling customer stories, including asking follow-up questions and seeking inspiration from outside industries.

You can reach out to Dan via his LinkedIn profile if you have any questions or insights on the topics discussed today.

Garrett Mehrguth, President and CEO of Directive, joins Dustin on this week's episode to deep dive into why putting your money where your mouth is is the best way to learn and convince others that you know what you’re doing. He discusses the concept of customer generation and how it is applied at Directive. Also, the importance of applying marketing strategies to one's own business to gain insights and improve results. Garrett also shares his approach to driving leads and customers, including the use of gift cards as a financial incentive. He highlights the significance of list verification in targeting the right audience. Additionally, Garrett discusses the role of thought leadership and brand building in marketing strategies, as well as the value of in-person events and measuring their success.

If you have any questions or thoughts, you can reach out to Garrett through LinkedIn. Also, check out Directive's website to learn more about their work.

On this week's episode, Dustin is joined by Kathleen Booth, SVP of Marketing & Member Success at Pavilion, to discuss how marketers should think about and leverage their communities. In this episode, you'll learn how to use community as a revenue generator, why you're thinking about community the wrong way, and the importance of having subject matter experts contribute to these communities.

If you have any questions or want to learn more about Kathleen, send a connection request on LinkedIn or check out her website.  You can also head over to joinpavilion.com to learn more about Pavilion.

This week, Dustin chats with Mark Evans from Marketing Spark, and they dive deep into the world of brand positioning. Budgets are tight and it's tough out there. Strong brand positioning is necessary to stand out. Discover the best strategies to position your brand in a way that maximizes its impact, regardless of external conditions. They also break down the rise of fractional CMOs.

If you have any questions or thoughts, you can reach out to Mark through LinkedIn. Also, check out Marketing Spark’s website to learn more about their work.

Kate Hammitt, CMO at Splash, joins Dustin on this week's episode to discuss event marketing and how you can make it more of an everyday strategy. In this episode, you'll learn how you can spin off smaller events from your larger ones and the impact of doing so, how to get the most out of your content creation moments, and more.

You can connect with Kate over on LinkedIn to chat and learn more about event marketing strategies. You can also visit Splash's website to learn more about their comprehensive event marketing platform.

On this week's episode, Andrew Mounier, Head of User Acquisition & Growth Marketing at Xembly, joins Dustin to chat about AI Marketing. Andrew stresses AI's role as a supportive tool and its potential in creative storytelling and content creation, while acknowledging the importance of human oversight. They also discuss the impact of AI on job roles and the need to embrace new technologies.

To learn more about Xembly, visit their website or connect with Andrew on LinkedIn for further insights.

On today's episode, Dustin is joined by Dan Sanchez, Director of Audience Growth at Sweet Fish Media and co-host of the B2B Growth Show. Dan joins the show to give his thoughts on how to grow your podcast audience and how to adapt to the changing landscape of SEO content.

You can connect with Dan over on LinkedIn, check out his writing on his blog or see all of his podcasting work over at Sweet Fish Media's website.

Jonathan Mahan and Lawrence Wayne, Co-Founders of The Practice Lab, join Dustin on this week's episode to deep dive into deliberate practice and learning. They discuss how intentionally practicing your skills is invaluable in the sales world, why role play isn't always the right tool for the job, and how to build a high-performing culture that focuses on practice.

You can reach out to them via their LinkedIn profiles (Jonathan & Lawrence) if you have any questions or insights on the topics discussed today. Also, check out The Practice Lab's website to learn more about their work.

Simon Chuang, Director of Digital Marketing at Lacework, joins Dustin on this week's episode to share insights into LinkedIn ads, discussing the common mistakes people make when structuring and running them. He emphasizes that LinkedIn is ideal for B2B marketers not only for leads but also for content quality and audience reach. Simon highlights the benefits of thinking of one's company as a thought leader within the industry and presenting this image before introducing products or services to potential leads, and shares his approach on retargeting based on content consumption.

You can reach out to Simon via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Lacework's website to learn more about their work.

This week, Dustin chats with Ollie Whitfield, a demand generation leader, all about webinars. They discuss the common mistakes made in webinars and how to improve them, the importance of creating engaging and valuable content, and the pros and cons of live webinars versus on-demand distribution. Ollie shares strategies for keeping attendees engaged and interested after the webinar, and they also explore different webinar formats, including panel discussions and debate-style formats.

You can reach out to Ollie via his LinkedIn profile if you have any questions or insights on the topics discussed today.

Kevin White, Head of Marketing at Common Room, joins Dustin on this week's episode to talk about the role of AI in the world of SDRs. They explore the impact of AI on SDRs, how to use signals instead of intent, and the future of SDR organizations. The conversation delves into the balance between AI automation and human intervention, the use of signals for personalized outreach, and the evolving role of SDRs in the modern marketing landscape.

You can reach out to Kevin via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Common Room's website to learn more about their work.

Robin Daniels, Chief Business & Product Officer at LMS365, joins Dustin on this week's episode to deep dive into the power of genuine connections and building great teams. They discuss the impact of AI on reputation, the power of storytelling, his transition from CMO to Chief Business and Product Officer, and creating a great team environment. Robin emphasizes the need for caution in using AI to avoid damaging reputation, the value of investing in relationships and community building, and the importance of setting a clear direction and trusting team members. He also highlights the role of storytelling in marketing and the potential of remote work to create a more fulfilling work environment.

You can reach out to Robin via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out LMS365's website to learn more about their work.

This week, we have a repost of Dustin’s chat with Anthony Pierri from FletchPMM about all things product marketing. Anthony gives his take on why the common advice of leading with benefits isn't always correct and why people care about features. They also discuss why category creation usually isn't the right path and why you should instead focus on differentiating within an existing category. The key takeaway is that simple, specific, differentiated messaging and positioning is the way to go.

If you have any questions or thoughts, you can reach out to Anthony through ⁠LinkedIn⁠. Also, check out ⁠FletchPMM's website⁠ to learn more about their work.

This week, Dustin chats with Bolaji Oyejide from Hello Audience about the concept of demand desperation and the need for B2B revenue organizations to shift from a focus on demand capture to demand generation. He uses the analogy of hunter-gatherers and farmers to illustrate the limitations of traditional marketing approaches and the importance of long-term thinking. Bolaji emphasizes the need for marketers to balance their time between fetching water (demand capture) and building wells (demand generation). He also suggests that marketers should focus on building association and affinity with their audience by evangelizing the problem and providing valuable insights. He introduces his reality series, Demand Wars, as an example of how marketers can entertain and engage their audience while making their brand their favorite.

You can reach out to Bolaji via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Hello Audience's page to learn more about their work.

Ashleigh Early, CEO at Other Side of Sales Consulting, joins Dustin on this week's episode to discuss the critical topic of how to treat salespeople and why it truly matters. She explores the significance of treating salespeople with respect and care, the impact of realistic quota setting, and the challenges posed by venture capital culture. Ashley underscores the necessity of aligning values with company culture, doing thorough research on prospective employers, and the importance of transparent communication in the recruitment process.

You can reach out to Ashleigh via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Other Side of Sales Consulting's page to learn more about their work.

In this episode, Mason Cosby, Founder of Scrappy ABM, joins Dustin to talk about the different types of podcasts and how to measure their success. They explore the idea of content engines, account-based podcasts, and public figure podcasts. Mason provides insights on structuring content, curating thought leadership, and using podcasts as sales enablement tools. They also discuss common mistakes companies make when starting a podcast and share practical tips on repurposing existing content.

If you have any questions or thoughts, you can reach out to Mason through LinkedIn. Also, check out Scrappy ABM's website and podcast to learn more about their work.