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?During this episode of the #B2BMX podcast, we’re going back to Scottsdale to revisit a keynote session presented by Ali Haeri, SVP of Marketing at the Connected TV advertising platform company MNTN. Ali shared terrific insights into what the company believes innovation looks like in marketing during a weird economic moment and what it means for those at the top of the marketing game.Tune in to learn: Why innovation beats technology in marketing, and the best marketing ideas are low-tech; How this innovation enables companies to “cut through the noise” in the marketplace; What it means to play the “long game” with your content; What channels benefit from these innovations, like TV and social media. RELATED LINKS Connect with Ali here! Learn more about MNTN. Follow us on LinkedIn and Twitter! 

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? During this episode of the #B2BMX podcast, we’re going back to Scottsdale to revisit a keynote session presented by Ali Haeri, SVP of Marketing at the Connected TV advertising platform company MNTN. Ali shared terrific insights into what the company believes innovation looks like in marketing during a weird economic moment and what it means for those at the top of the marketing game. Tune in to learn:<ul> <li>Why innovation beats technology in marketing, and the best marketing ideas are low-tech;</li> <li>How this innovation enables companies to “cut through the noise” in the marketplace;</li> <li>What it means to play the “long game” with your content;</li> <li>What channels benefit from these innovations, like TV and social media.</li> </ul>RELATED LINKS<ul> <li>Connect with Ali <a href="https://www.linkedin.com/in/alihaeri" rel="nofollow" target="_blank">here</a>!</li> <li>Learn more about <a href="https://mountain.com/demo-landing/request-demo-v2/?level=beginner&amp;utm_medium=pub&amp;utm_source=dgr&amp;utm_campaign=dgr+podcast+080223" rel="nofollow" target="_blank">MNTN</a>.</li> <li>Follow us on <a href="https://www.linkedin.com/showcase/b2b-marketing-exchange" rel="nofollow" target="_blank">LinkedIn</a> and <a href="https://twitter.com/b2bmx/" rel="nofollow" target="_blank">Twitter</a>!</li> </ul>

Turning Challenges Into Opportunities: The Power Of Innovation In Marketing

As the world shifts and adapts to new ways of living and working, so are B2B buyers! Sellers must adjust their tactics to meet new demands. People don't want to be sold to anymore — they already have access to a lot of information and are looking for confirmation to buy or not from your company. It's like buying a car, people hate the experience because they feel like they'll be sold something that costs more than they want to spend and with a poor ROI.During this episode of the #B2BMX podcast, our host Klaudia Tirico chats with Roderick Jefferson, a Sales Coach for Growth Companies and author of “Sales Enablement 3.0.” The pair discuss the difference between sales enablement and sales training and talk shop about how sales teams can break the mold and build better relationships with prospective clients. Tune in to learn: The importance of enablement in onboarding; How to adapt onboarding for different generations; The concept of “ever-boarding” and how it can impact your sales team; Tailoring Assessment, Management and Learning Management Systems to the company's maturation cycle; and How to move beyond smiley sheets and attendance reports with your sales enablement efforts. Plus, get a sneak peek into Roderick’s upcoming keynote at the B2B Sales &amp; Marketing Exchange! RELATED LINKS Connect with Roderick here! Check out Roderick’s book here. Follow us on LinkedIn and Twitter! Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket! 

As the world shifts and adapts to new ways of living and working, so are B2B buyers! Sellers must adjust their tactics to meet new demands. People don't want to be sold to anymore — they already have access to a lot of information and are looking for confirmation to buy or not from your company.  It's like buying a car, people hate the experience because they feel like they'll be sold something that costs more than they want to spend and with a poor ROI.During this episode of the #B2BMX podcast, our host Klaudia Tirico chats with Roderick Jefferson, a Sales Coach for Growth Companies and author of “Sales Enablement 3.0.” The pair discuss the difference between sales enablement and sales training and talk shop about how sales teams can break the mold and build better relationships with prospective clients.  Tune in to learn:<ul> <li>The importance of enablement in onboarding;</li> <li>How to adapt onboarding for different generations;</li> <li>The concept of “ever-boarding” and how it can impact your sales team;</li> <li>Tailoring Assessment, Management and Learning Management Systems to the company's maturation cycle; and</li> <li>How to move beyond smiley sheets and attendance reports with your sales enablement efforts.</li> </ul>Plus, get a sneak peek into Roderick’s upcoming keynote at the B2B Sales &amp; Marketing Exchange!  RELATED LINKS<ul> <li>Connect with Roderick <a href="https://www.linkedin.com/in/roderickjefferson" rel="nofollow" target="_blank">here</a>!</li> <li>Check out Roderick’s <a href="https://www.amazon.com/Sales-Enablement-3-0-Blueprint-Excellence/dp/1736190903" rel="nofollow" target="_blank">book here</a>.</li> <li>Follow us on <a href="https://www.linkedin.com/showcase/b2b-marketing-exchange" rel="nofollow" target="_blank">LinkedIn</a> and <a href="https://twitter.com/b2bmx/" rel="nofollow" target="_blank">Twitter</a>!</li> <li>Check out the agenda and <a href="https://b2bsalesmarketing.exchange/registration?utm_source=B2BMX&amp;utm_medium=Podcast&amp;utm_campaign=B2BSMX23-B2BMX-Podcast-Ep-06282023" rel="nofollow" target="_blank">register for B2BSMX 2023</a> — use code PODCAST25 at checkout and receive 25% off your ticket!</li> </ul>

Sales Reps: How To Avoid The Car Salesman Stereotype

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.Hurewitz draws parallels between the day-to-day work of CIA officers and the responsibilities of BDRs and account managers. He takes listeners on a journey through the unique psychological skills that spies use to make sales and build lasting relationships with clients. Tune in to learn: What it means to “sell like a spy;” The real challenges of getting to know your prospect; How vulnerability cultivates intimacy and humanity breeds credibility; and How to learn about people without asking them a question! RELATED LINKS Connect with Jeremy here! Learn more about Sell Like A Spy. Follow us on LinkedIn and Twitter! Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket! 

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 <a href="http://www.selllikeaspy.net" rel="nofollow" target="_blank">Sell Like A Sp</a>y program. He's a pro at using spy tradecraft and applying it specifically to B2B marketing and sales practices. Hurewitz draws parallels between the day-to-day work of CIA officers and the responsibilities of BDRs and account managers. He takes listeners on a journey through the unique psychological skills that spies use to make sales and build lasting relationships with clients. Tune in to learn:<ul> <li>What it means to “sell like a spy;”</li> <li>The real challenges of getting to know your prospect;</li> <li>How vulnerability cultivates intimacy and humanity breeds credibility; and</li> <li>How to learn about people without asking them a question!</li> </ul>RELATED LINKS<ul> <li>Connect with Jeremy <a href="https://www.linkedin.com/in/jeremyhurewitz" rel="nofollow" target="_blank">here</a>!</li> <li>Learn more about <a href="http://www.selllikeaspy.net" rel="nofollow" target="_blank">Sell Like A Spy</a>.</li> <li>Follow us on <a href="https://www.linkedin.com/showcase/b2b-marketing-exchange" rel="nofollow" target="_blank">LinkedIn</a> and <a href="https://twitter.com/b2bmx/" rel="nofollow" target="_blank">Twitter</a>!</li> <li>Check out the agenda and <a href="https://b2bsalesmarketing.exchange/registration?utm_source=B2BMX&amp;utm_medium=Podcast&amp;utm_campaign=B2BSMX23-B2BMX-Podcast-Ep-06282023" rel="nofollow" target="_blank">register for B2BSMX 2023</a> — use code PODCAST25 at checkout and receive 25% off your ticket!</li> </ul>

Secrets From The CIA: What B2B Sales Can Learn About Closing Deals

In the fast-paced business world, companies are always looking for smarter ways to align sales and marketing teams to achieve shared goals and objectives. It's no easy feat, but luckily, companies can see success when they use artificial intelligence (AI) effectively. By leveraging AI tools, practitioners can streamline this alignment process, making it more efficient and effective than ever!During this episode of the #B2BMX podcast, Host Klaudia Tirico chats with Dani Buckley, VP, and General Manager at the sales performance agency LeadG2. The pair discuss how AI is used in marketing and sales alignment and its benefits to businesses. Tune in to learn: The true role marketing plays in successfully enabling sales teams to sell smarter and faster; Tips and tricks for keeping your teams aligned; What are the key components of making a sales play and why they’re essential; Best practices for our audience to use when building a sales play to ensure it’s strategic, valuable and practical; and Why it is so important for sales to have a framework to work from! RELATED LINKS Connect with Dani here! Learn more about LeadG2. Follow us on LinkedIn and Twitter! Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket! 

In the fast-paced business world, companies are always looking for smarter ways to align sales and marketing teams to achieve shared goals and objectives. It's no easy feat, but luckily, companies can see success when they use artificial intelligence (AI) effectively. By leveraging AI tools, practitioners can streamline this alignment process, making it more efficient and effective than ever! During this episode of the #B2BMX podcast, Host Klaudia Tirico chats with Dani Buckley, VP, and General Manager at the sales performance agency <a href="https://leadg2.thecenterforsalesstrategy.com/" rel="nofollow" target="_blank">LeadG2</a>. The pair discuss how AI is used in marketing and sales alignment and its benefits to businesses. Tune in to learn:<ul> <li>The true role marketing plays in successfully enabling sales teams to sell smarter and faster;</li> <li>Tips and tricks for keeping your teams aligned;</li> <li>What are the key components of making a sales play and why they’re essential;</li> <li>Best practices for our audience to use when building a sales play to ensure it’s strategic, valuable and practical; and</li> <li>Why it is so important for sales to have a framework to work from!</li> </ul>RELATED LINKS<ul> <li>Connect with Dani <a href="https://www.linkedin.com/in/daniobuckley" rel="nofollow" target="_blank">here</a>!</li> <li>Learn more about <a href="https://leadg2.thecenterforsalesstrategy.com/" rel="nofollow" target="_blank">LeadG2</a>.</li> <li>Follow us on <a href="https://www.linkedin.com/showcase/b2b-marketing-exchange" rel="nofollow" target="_blank">LinkedIn</a> and <a href="https://twitter.com/b2bmx/" rel="nofollow" target="_blank">Twitter</a>!</li> <li>Check out the agenda and <a href="https://b2bsalesmarketing.exchange/registration?utm_source=B2BMX&amp;utm_medium=Podcast&amp;utm_campaign=B2BSMX23-B2BMX-Podcast-Ep-06282023" rel="nofollow" target="_blank">register for B2BSMX 2023</a> — use code PODCAST25 at checkout and receive 25% off your ticket!</li> </ul>

Maximizing Marketing & Sales Alignment With AI

In today's crowded and ever-evolving market, marketers are increasingly working to create content that stands out. However, the key to success lies in going beyond the norm and telling bigger stories that break the sea of sameness. This was the take-home message from a session presented by the one-and-only Jay Baer at the 2023 B2B Marketing Exchange. He encouraged attendees to give themselves, and their teams, permission to find their edge and go-to-market in new, innovative ways.During this episode of the #B2BMX podcast, we listen to Jay’s session to learn more about the importance of passion when creating content and marketing efforts that delight customers. If marketers are passionate about what they make, everyone else will embrace it, too! Tune in to learn: Whether it’s truly possible to “do more with less”; Why bravery is currently in short supply in the B2B market; Why time-to-win is more important than your pricing model; and Tips and best practices to create impactful and bold customer experiences. RELATED LINKS Connect with Jay here! Follow us on LinkedIn and Twitter! Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket!

In today's crowded and ever-evolving market, marketers are increasingly working to create content that stands out. However, the key to success lies in going beyond the norm and telling bigger stories that break the sea of sameness. This was the take-home message from a session presented by the one-and-only Jay Baer at the 2023 B2B Marketing Exchange. He encouraged attendees to give themselves, and their teams, permission to find their edge and go-to-market in new, innovative ways.During this episode of the #B2BMX podcast, we listen to Jay’s session to learn more about the importance of passion when creating content and marketing efforts that delight customers. If marketers are passionate about what they make, everyone else will embrace it, too! Tune in to learn:<ul> <li>Whether it’s truly possible to “do more with less”;</li> <li>Why bravery is currently in short supply in the B2B market;</li> <li>Why time-to-win is more important than your pricing model; and</li> <li>Tips and best practices to create impactful and bold customer experiences.</li> </ul>RELATED LINKS<ul> <li>Connect with Jay <a href="https://www.jaybaer.com/" rel="nofollow" target="_blank">here</a>!</li> <li>Follow us on <a href="https://www.linkedin.com/showcase/b2b-marketing-exchange" rel="nofollow" target="_blank">LinkedIn</a> and <a href="https://twitter.com/b2bmx/" rel="nofollow" target="_blank">Twitter</a>!</li> <li>Check out the agenda and <a href="https://b2bsalesmarketing.exchange/registration?utm_source=B2BMX&amp;utm_medium=Podcast&amp;utm_campaign=B2BSMX23-B2BMX-Podcast-Ep-07052023" rel="nofollow" target="_blank">register for B2BSMX 2023</a> — use code PODCAST25 at checkout and receive 25% off your ticket!</li></ul>

Finding Your Edge In The Sea Of Sameness

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. During this episode of the #B2BMX podcast, Hosts Klaudia Tirico and Kelly Lindenau chat with Sangram about the importance of companies needing to change their vocabulary and way of measuring success to create more efficient and responsible growth. Tune in to learn: The two key acronyms for success — ROI and NRR; How AI can help B2B marketing and sales professionals; How can practitioners can position themselves to embrace the future of marketing and sales; and How Sangram’s new company looks to help others change the way they go to market. RELATED LINKS Connect with Sangram here! Learn more about GTM Partners. Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket! 

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 <a href="https://gtmpartners.com/" rel="nofollow" target="_blank">GTM Partners</a>, it’s possible to double revenue every five years without adding new customers — it all rests in how companies go to market.  During this episode of the #B2BMX podcast, Hosts Klaudia Tirico and Kelly Lindenau chat with Sangram about the importance of companies needing to change their vocabulary and way of measuring success to create more efficient and responsible growth. Tune in to learn:<ul> <li>The two key acronyms for success — ROI and NRR;</li> <li>How AI can help B2B marketing and sales professionals;</li> <li>How can practitioners can position themselves to embrace the future of marketing and sales; and</li> <li>How Sangram’s new company looks to help others change the way they go to market.</li> </ul>RELATED LINKS<ul> <li>Connect with Sangram <a href="https://www.linkedin.com/in/sangramvajre" rel="nofollow" target="_blank">here</a>!</li> <li>Learn more about <a href="https://gtmpartners.com/" rel="nofollow" target="_blank">GTM Partners</a>.</li> <li>Check out the agenda and <a href="https://b2bsalesmarketing.exchange/registration?utm_source=B2BMX&amp;utm_medium=Podcast&amp;utm_campaign=B2BSMX23-B2BMX-Podcast-Ep-06282023" rel="nofollow" target="_blank">register for B2BSMX 2023</a> — use code PODCAST25 at checkout and receive 25% off your ticket!</li> </ul>

Changing The Game: How Customer Retention Can Double Your Revenue

Successful B2B content is all about its intended audience. Think of it as a fancy cocktail party: If you only talk about yourself, everyone will bail out! Mixing audience-centric content with proven tools and strategies gets everyone's attention without breaking the bank.In this episode, we hear a conversation between our host, Kelly Lindenau, and Alexis Carroll, a Sr. Content Strategist at the B2B content and creative agency Content4Demand. On the show floor at B2BMX this past February, the pair talked about ways B2B marketers can get out of the habit of talking about themselves to give their audience what they need to make a purchase decision. Tune in to learn: How to keep the focus on the buyer when creating meaningful content; Why interactive content is rising in popularity and the trends influencing its popularity;  How tools like ChatGPT and other AI can positively (and negatively) impact the content creation process; and Why a case study portfolio can address multiple issues that prospects struggle with across the buying journey. RELATED LINKS Connect with Alexis here! Learn more about Content4Demand.  Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket! 

Successful B2B content is all about its intended audience. Think of it as a fancy cocktail party: If you only talk about yourself, everyone will bail out! Mixing audience-centric content with proven tools and strategies gets everyone's attention without breaking the bank. In this episode, we hear a conversation between our host, Kelly Lindenau, and Alexis Carroll, a Sr. Content Strategist at the B2B content and creative agency Content4Demand. On the show floor at B2BMX this past February, the pair talked about ways B2B marketers can get out of the habit of talking about themselves to give their audience what they need to make a purchase decision. Tune in to learn:<ul> <li>How to keep the focus on the buyer when creating meaningful content;</li> <li>Why interactive content is rising in popularity and the trends influencing its popularity; </li> <li>How tools like ChatGPT and other AI can positively (and negatively) impact the content creation process; and</li> <li>Why a case study portfolio can address multiple issues that prospects struggle with across the buying journey.</li> </ul>RELATED LINKS<ul> <li>Connect with Alexis <a href="https://www.linkedin.com/in/alexis-carroll-a56501a" rel="nofollow" target="_blank">here</a>!</li> <li>Learn more about <a href="https://content4demand.com/" rel="nofollow" target="_blank">Content4Demand</a>.</li> <li> <a href="https://b2bsalesmarketing.exchange/agenda?utm_source=B2BMX&amp;utm_medium=Podcast&amp;utm_campaign=B2BSMX23-B2BMX-Podcast-Ep-06212023" rel="nofollow" target="_blank">Check out the agenda</a> and <a href="https://b2bsalesmarketing.exchange/registration?utm_source=B2BMX&amp;utm_medium=Podcast&amp;utm_campaign=B2BSMX23-B2BMX-Podcast-Ep-06212023" rel="nofollow" target="_blank">register for B2BSMX 2023</a> — use code PODCAST25 at checkout and receive 25% off your ticket!</li> </ul>

How To Treat Content Creation Like A Cocktail Party

Many businesses believe ABM requires complex technology systems and strategies, but the team at Southwest Airlines begs to differ. They kept it simple to get more business travelers flying by focusing on engagement and revenue, and achieved outstanding results in the process: The promotion led to an impressive 22% increase in incremental revenue from a single account!In this episode, we look back at one of the most popular sessions of #B2BMX, which featured Alexis Skipper and Mia Meade of Southwest Airlines and Neha Shah of Salesforce as they discussed their unique ABM case study. The trio also touched upon the top challenges and trends of 2022 and shared strategies to overcome them in 2023 and beyond. Tune in to learn: In-depth research from Salesforce’s “Global State of Marketing” report; The challenges marketers are facing with customer expectations and measuring marketing impact; How referral programs and other strategies are an effective tool to drive engagement with accounts and open new opportunities; and Tips and best practices from Southwest Airlines on leveraging marketing automation to implement these strategies. RELATED LINKS Connect with Neha Shah, Alexis Skipper and Mia Meade! Take a deeper look at Salesforce’s “Global State of Marketing Report”! It’s never too early to save your seat for #B2BSMX 2023 in Boston! Register before June 22 to save more than $800 off your pass. 

Many businesses believe ABM requires complex technology systems and strategies, but the team at Southwest Airlines begs to differ. They kept it simple to get more business travelers flying by focusing on engagement and revenue, and achieved outstanding results in the process: The promotion led to an impressive 22% increase in incremental revenue from a single account! In this episode, we look back at one of the most popular sessions of #B2BMX, which featured Alexis Skipper and Mia Meade of Southwest Airlines and Neha Shah of Salesforce as they discussed their unique ABM case study. The trio also touched upon the top challenges and trends of 2022 and shared strategies to overcome them in 2023 and beyond. Tune in to learn:<ul> <li>In-depth research from Salesforce’s “Global State of Marketing” report;</li> <li>The challenges marketers are facing with customer expectations and measuring marketing impact;</li> <li>How referral programs and other strategies are an effective tool to drive engagement with accounts and open new opportunities; and</li> <li>Tips and best practices from Southwest Airlines on leveraging marketing automation to implement these strategies.</li> </ul>RELATED LINKS<ul> <li>Connect with <a href="https://www.linkedin.com/in/nehashah11" rel="nofollow" target="_blank">Neha Shah</a>, <a href="https://www.linkedin.com/in/alexisskipper/" rel="nofollow" target="_blank">Alexis Skipper</a> and <a href="https://www.linkedin.com/in/mia-meade/" rel="nofollow" target="_blank">Mia Meade</a>!</li> <li>Take a deeper look at <a href="https://www.salesforce.com/ap/form/pdf/state-of-marketing/" rel="nofollow" target="_blank">Salesforce’s “Global State of Marketing Report</a>”!</li> <li>It’s never too early to save your seat for<a href="https://b2bsalesmarketing.exchange/?utm_source=B2BMX&amp;utm_medium=Podcast&amp;utm_campaign=B2BSMX23-B2BMX-Podcast-Ep-05242023" rel="nofollow" target="_blank"> #B2BSMX 2023</a> in Boston! Register before June 22 to save more than $800 off your pass.</li> </ul>

How Southwest Airlines Keeps ABM Simple To Drive Engagement & Revenue

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. In this episode, we hear a conversation between Host Kelly Lindenau and Megan Wolfe, VP of Portfolio, ABM, Alliances and Campaign Marketing at the management and tech consulting firm ZS. The show was recorded live in the B2BMX23 Marketplace in Arizona, and the pair discussed the best practices for executing a multichannel ABM campaign (and provided some sci-fi book recommendations, too!). Tune in to learn: How buyer and marketing expectations shifted to necessitate a multichannel mentality; The new motions of going to market through a campaign approach; and Best practices for executing a multichannel ABM campaign that drives results! RELATED LINKS Connect with Megan here! To dive deeper into ZS’s ABM journey, check out this article! It’s never too early to save your seat for B2BSMX 2023 in Boston! Register before June 22, 2023 to save more than $800 off your pass. 

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.  In this episode, we hear a conversation between Host Kelly Lindenau and Megan Wolfe, VP of Portfolio, ABM, Alliances and Campaign Marketing at the management and tech consulting firm <a href="https://www.zs.com/" rel="nofollow" target="_blank">ZS</a>. The show was recorded live in the B2BMX23 Marketplace in Arizona, and the pair discussed the best practices for executing a multichannel ABM campaign (and provided some sci-fi book recommendations, too!). Tune in to learn:<ul> <li>How buyer and marketing expectations shifted to necessitate a multichannel mentality;</li> <li>The new motions of going to market through a campaign approach; and</li> <li>Best practices for executing a multichannel ABM campaign that drives results!</li> </ul>RELATED LINKS<ul> <li>Connect with Megan <a href="https://www.linkedin.com/in/meganwolfe" rel="nofollow" target="_blank">here</a>!</li> <li>To dive deeper into ZS’s ABM journey, check out <a href="https://abminaction.com/featured/how-zs-leveraged-1few-abm-to-increase-its-marketable-database-by-214/" rel="nofollow" target="_blank">this article</a>!</li> <li>It’s never too early to save your seat for <a href="https://b2bsalesmarketing.exchange/?utm_source=B2BMX&amp;utm_medium=Podcast&amp;utm_campaign=B2BSMX23-B2BMX-Podcast-Ep-05242023" rel="nofollow" target="_blank">B2BSMX 2023</a> in Boston! Register before June 22, 2023 to save more than $800 off your pass.</li> </ul>

How To Execute A Multichannel ABM Campaign

In the B2B world, disruption is inevitable. However, how companies respond to these disruptions is what sets them apart. As the world becomes more complex, CMOs face new challenges and must rise to the occasion with innovative solutions.In this episode, we listen to an intriguing panel held during our last B2B Marketing Exchange in Arizona. The panel included: Karen Steele, CMO of Sendoso; Natalie Cunningham, CMO of Terminus; Bryan Law, CMO of ZoomInfo; and Nate Skinner, CMO of Onfido. The group discussed how CMOs could thrive amidst disruption and what strategies they implement to stay ahead of the game. Tune in to learn: What’s driving the go-to-market motion today; The importance of customer marketing, retention and growth; and Insightful motivation for aspiring CMOs. RELATED LINKS Connect with Karen, Natalie, Bryan and Nate on LinkedIn! Check out our CMO Outlook Guide to learn about industry priorities for the coming years. It’s never too early to save your seat for B2BSMX 2023 in Boston! Register before June 22, 2023 to save more than $800 off your pass.

In the B2B world, disruption is inevitable. However, how companies respond to these disruptions is what sets them apart. As the world becomes more complex, CMOs face new challenges and must rise to the occasion with innovative solutions.In this episode, we listen to an intriguing panel held during our last B2B Marketing Exchange in Arizona. The panel included:<ul> <li>Karen Steele, CMO of <a href="https://sendoso.com/" rel="nofollow" target="_blank">Sendoso</a>;</li> <li>Natalie Cunningham, CMO of <a href="https://terminus.com/" rel="nofollow" target="_blank">Terminus</a>;</li> <li>Bryan Law, CMO of <a href="https://www.zoominfo.com/" rel="nofollow" target="_blank">ZoomInfo</a>; and</li> <li>Nate Skinner, CMO of <a href="https://onfido.com/" rel="nofollow" target="_blank">Onfido</a>.</li> </ul>The group discussed how CMOs could thrive amidst disruption and what strategies they implement to stay ahead of the game. Tune in to learn:<ul> <li>What’s driving the go-to-market motion today;</li> <li>The importance of customer marketing, retention and growth; and</li> <li>Insightful motivation for aspiring CMOs.</li> </ul>RELATED LINKS<ul> <li>Connect with <a href="https://www.linkedin.com/in/karen-steele-b237b4/" rel="nofollow" target="_blank">Karen</a>, <a href="https://www.linkedin.com/in/nataliercunningham/" rel="nofollow" target="_blank">Natalie</a>, <a href="https://www.linkedin.com/in/bryanbasdenlaw/" rel="nofollow" target="_blank">Bryan</a> and <a href="https://www.linkedin.com/in/nateskinner/" rel="nofollow" target="_blank">Nate</a> on LinkedIn!</li> <li>Check out our <a href="https://www.demandgenreport.com/resources/reports/2023-cmo-outlook-guide-top-priorities-challenges-of-modern-marketing-leaders" rel="nofollow" target="_blank">CMO Outlook Guide</a> to learn about industry priorities for the coming years.</li> <li>It’s never too early to save your seat for <a href="https://b2bsalesmarketing.exchange/?utm_source=B2BMX&amp;utm_medium=Podcast&amp;utm_campaign=B2BSMX23-B2BMX-Podcast-Ep-05242023" rel="nofollow" target="_blank">B2BSMX 2023</a> in Boston! Register before June 22, 2023 to save more than $800 off your pass.</li></ul>

Rising To The Challenge: How B2B CMOs Are Thriving Amidst Disruption

The B2B Marketing Exchange Podcast features candid insights from those who live and breathe B2B. Every week, we'll feature the industry's top influencers and practitioners, who will touch on top-of-mind topics around content strategy, demand generation, account-based marketing, and sales enablement. Subscribe now to get a front-row seat to intimate conversations and top-rated talks from our premier events.

I recently started listening to the B2B Marketing Exchange podcast and I&#39;ve really been enjoying it. Alisha and Claudia are awesome hosts and they bring on great guests to speak about all things B2B. Entertaining and insightful -- definitely recommend!

Great podcast!

B2B Marketing Exchange

Jeremy Middleton

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 &amp; 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: Identified accounts and messaging; Determined personas; Re-engineered processes; and Consolidated tools.

What does a high school physics and chemistry teacher know about marketing? Plenty, clearly. In his two first years at <a href="https://www.pramata.com/" rel="nofollow" target="_blank">Pramata Corporation</a>, Jeremy Middleton, Senior Director of Digital Marketing &amp; 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:<ul> <li>Identified accounts and messaging;</li> <li>Determined personas;</li> <li>Re-engineered processes; and</li> <li>Consolidated tools.</li></ul>

How To Cut Through The Noise And Build Awareness w/ Jeremy Middleton

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: Bailey Roberts, Conga  Daniel Lambert, Rev (formerly of CareCloud) Brian Anderson, Demand Gen Report  

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:<ul> <li>Bailey Roberts, <a href="http://www.conga.com/" rel="nofollow" target="_blank">Conga</a> </li> <li>Daniel Lambert, <a href="http://www.rev.com/" rel="nofollow" target="_blank">Rev </a>(formerly of <a href="http://www.carecloud.com/" rel="nofollow" target="_blank">CareCloud</a>)</li> <li>Brian Anderson, <a href="http://www.demandgenreport.com/" rel="nofollow" target="_blank">Demand Gen Report</a> </li> </ul>

Direct Mail 2020: How To Win Big With Direct Mail In The Digital Age

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: The different types of videos and storytelling approaches; How brands can video plan that's aligned to buyer needs and brand differentiators; Ways to scale video production at all budgets; and Using data and analytics to optimize video performance and ROI.

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, <a href="https://linkedin.com/in/candyceedelen" rel="nofollow" target="_blank">Candyce Edelen</a> of PropelGrowth, <a href="https://www.linkedin.com/in/andreas-hauke-61168426/" rel="nofollow" target="_blank">Andreas Hauke</a> of Hauke Digital, and <a href="https://www.linkedin.com/in/paulcasinelli/" rel="nofollow" target="_blank">Paul Casinelli</a> 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:<ul> <li>The different types of videos and storytelling approaches;</li> <li>How brands can video plan that's aligned to buyer needs and brand differentiators;</li> <li>Ways to scale video production at all budgets; and</li> <li>Using data and analytics to optimize video performance and ROI.</li></ul>

How To Make Video Marketing A Money Maker

Netflix hasn't just transformed the way we consume media...it's changed the way we expect to interact with all brands. Whether they're making a purchase for their homes or their businesses, your buyers expect seamless access to timely, relevant and compelling content. As a result, marketers must adapt their strategies, collaborating with content and demand gen colleagues to design programs and content pieces that support these new needs.During this compelling panel conversation, Mark Bornstein of ON24, Nick Mann of Red Hat, and Lisa Kenney of Blackbaud (former), dig into the "Netflix Effect" and its affect on B2B audiences. They dig into: How the pain points and expectations of their target buyers have changed; How their approaches to content creation have evolved; and The increasing role and impact of content experience. In addition to compelling commentary on the state of content marketing, the panelists offer real-life examples of how they've adapted, including their challenges and results.

Netflix hasn't just transformed the way we consume media...it's changed the way we expect to interact with all brands. Whether they're making a purchase for their homes or their businesses, your buyers expect seamless access to timely, relevant and compelling content. As a result, marketers must adapt their strategies, collaborating with content and demand gen colleagues to design programs and content pieces that support these new needs. During this compelling panel conversation, Mark Bornstein of ON24, Nick Mann of Red Hat, and Lisa Kenney of Blackbaud (former), dig into the "Netflix Effect" and its affect on B2B audiences. They dig into:<ul> <li>How the pain points and expectations of their target buyers have changed;</li> <li>How their approaches to content creation have evolved; and</li> <li>The increasing role and impact of content experience.</li> </ul>In addition to compelling commentary on the state of content marketing, the panelists offer real-life examples of how they've adapted, including their challenges and results.

The Netflix Effect On B2B Buyer Engagement

Brian Fanzo

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: Brian’s experience in industries ranging from the U.S. government to his work with high-tech enterprises; Brand authenticity and how that is making and breaking B2B deals; Understanding the Millennial mindset to communicate with potential customers on their terms; Having authentic relationships with customers that can turn them into brand advocates; and Using that relationship to fuel go-to-market initiatives via tactics such as influencer and customer marketing. 

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:<ul> <li>Brian’s experience in industries ranging from the U.S. government to his work with high-tech enterprises;</li> <li>Brand authenticity and how that is making and breaking B2B deals;</li> <li>Understanding the Millennial mindset to communicate with potential customers on their terms;</li> <li>Having authentic relationships with customers that can turn them into brand advocates; and</li> <li>Using that relationship to fuel go-to-market initiatives via tactics such as influencer and customer marketing.</li> </ul>

Gaining A Millennial Mindset To Build Brand Authenticity & Trust w/ Brian Fanzo

Dave Bruno

Events are a big investment. When designed and promoted effectively, they can drive big business value. But many times, events exist in a vacuum. When it's all over, it's never discussed again. During this presentation, Dave Bruno, Marketing Director at Aptos, explains how he implemented a completely new approach, using event content to fuel a multi-month content strategy and a series of programs. Embracing a new strategic framework, driving cross-functional collaboration and frequent communication and agile work, the Aptos team was able to take hard-hitting engagement topics from their annual user event to create: Real-time content Social media posts and imagery Video content Live blogs Long form thought leadership content At the end of this episode, you'll have a tactical blueprint to help you get the most value out of your event investments.

Events are a big investment. When designed and promoted effectively, they can drive big business value. But many times, events exist in a vacuum. When it's all over, it's never discussed again. During this presentation, <a href="https://twitter.com/davethewavesd" rel="nofollow" target="_blank">Dave Bruno</a>, Marketing Director at Aptos, explains how he implemented a completely new approach, using event content to fuel a multi-month content strategy and a series of programs. Embracing a new strategic framework, driving cross-functional collaboration and frequent communication and agile work, the Aptos team was able to take hard-hitting engagement topics from their annual user event to create:<ul> <li>Real-time content</li> <li>Social media posts and imagery</li> <li>Video content</li> <li>Live blogs</li> <li>Long form thought leadership content</li> </ul>At the end of this episode, you'll have a tactical blueprint to help you get the most value out of your event investments.

Extending Events Into Content W/ Dave Bruno

Todd Henry

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: Impacted the way internal teams meet and collaborate; Changed the qualities of a successful manager; and Inspired shifting perspectives in "hustle culture" and work-life balance. 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: Makers Schedule, Managers Schedule  "This is Marketing" - Seth Godin  "Orbiting The Giant Hairball" - Gordon MacKenzie  "The Art of Possibility" - Benjamin and Rosamund Stone Zander  "Herding Tigers" - Todd Henry  "The Accidental Creative" - Todd Henry

<a href="https://twitter.com/toddhenry" rel="nofollow" target="_blank">Todd Henry</a> 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:<ul> <li>Impacted the way internal teams meet and collaborate;</li> <li>Changed the qualities of a successful manager; and</li> <li>Inspired shifting perspectives in "hustle culture" and work-life balance.</li> </ul>Along the way, Todd shares some inspiring anecdotes from his own conversations with creative pros on his podcast, <a href="https://accidentalcreative.com/" rel="nofollow" target="_blank">The Accidental Creative</a>, and the lessons he's learned speaking with these executives.REFERENCES:<ul> <li><a href="http://www.paulgraham.com/makersschedule.html" rel="nofollow" target="_blank">Makers Schedule, Managers Schedule</a></li> <li> <a href="https://www.amazon.com/This-Marketing-Cant-Until-Learn/dp/0525540830" rel="nofollow" target="_blank">"This is Marketing"</a> - Seth Godin</li> <li> <a href="https://www.amazon.com/Orbiting-Giant-Hairball-Corporate-Surviving/dp/0670879835/ref=sr_1_1?crid=1953L5ZRK1M6G&amp;keywords=orbiting+the+giant+hairball&amp;qid=1580846745&amp;s=books&amp;sprefix=orbiting%2Cstripbooks%2C153&amp;sr=1-1" rel="nofollow" target="_blank">"Orbiting The Giant Hairball"</a> - Gordon MacKenzie</li> <li> <a href="https://www.amazon.com/Art-Possibility-Transforming-Professional-Personal/dp/0142001104/ref=sr_1_1?crid=3P3K8QX8JIVQB&amp;keywords=the+art+of+possibility+by+benjamin+zander&amp;qid=1580846843&amp;s=books&amp;sprefix=the+art+of+pos%2Cstripbooks%2C157&amp;sr=1-1" rel="nofollow" target="_blank">"The Art of Possibility"</a> - Benjamin and Rosamund Stone Zander</li> <li> <a href="https://www.amazon.com/Herding-Tigers-Leader-Creative-People/dp/073521171X/ref=sr_1_1?crid=CZPI6THE2IBK&amp;keywords=herding+tigers&amp;qid=1580846966&amp;s=books&amp;sprefix=herding%2Cstripbooks%2C158&amp;sr=1-1" rel="nofollow" target="_blank">"Herding Tigers"</a> - Todd Henry</li> <li> <a href="https://www.amazon.com/Accidental-Creative-Brilliant-Moments-Notice/dp/1591846242/ref=sr_1_1?crid=1ZEJXATQHA6QA&amp;keywords=the+accidental+creative&amp;qid=1580846987&amp;s=books&amp;sprefix=the+accidental+%2Cstripbooks%2C171&amp;sr=1-1" rel="nofollow" target="_blank">"The Accidental Creative"</a> - Todd Henry</li></ul>

Inspiring Creativity Amidst Chaos w/ Todd Henry

Tamsen Webster

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: The difference between a narrative and a story; How marketers can find what drives their business and their brand; and The common "stop lights" in the buying journey that influence messaging and storytelling.

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:<ul> <li>The difference between a narrative and a story;</li> <li>How marketers can find what drives their business and their brand; and</li> <li>The common "stop lights" in the buying journey that influence messaging and storytelling.</li></ul>

Finding Your Next Big Idea w/ Tamsen Webster

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: The evolution of B2BMX, from content marketing event to the must-event conference for B2B marketing professionals; New content offerings and networking opportunities at this year's event; Key session themes and hot topics, and which are top-of mind; and Examples of lessons from B2BMX that have been applied within their organizations.

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 <a href="https://twitter.com/klaudiatirico" rel="nofollow" target="_blank">Klaudia Tirico</a> includes three special guests: <a href="https://twitter.com/agaffney" rel="nofollow" target="_blank">Andrew Gaffney</a>, Editorial Director of <a href="https://twitter.com/DG_Report" rel="nofollow" target="_blank">Demand Gen Report</a>; <a href="https://twitter.com/im_christine44" rel="nofollow" target="_blank">Christine Elliot</a>, Global Leader, Demand Center and Content Strategy at <a href="https://twitter.com/JLL" rel="nofollow" target="_blank">JLL</a>; and <a href="https://twitter.com/davethewavesd" rel="nofollow" target="_blank">Dave Bruno</a>, Marketing Director at <a href="https://twitter.com/Aptos_Retail" rel="nofollow" target="_blank">Aptos</a>. They discuss:<ul> <li>The evolution of B2BMX, from content marketing event to the must-event conference for B2B marketing professionals;</li> <li>New content offerings and networking opportunities at this year's event;</li> <li>Key session themes and hot topics, and which are top-of mind; and</li> <li>Examples of lessons from B2BMX that have been applied within their organizations.</li></ul>

#B2BMX 2020 Sneak Peek

Wes Lieser

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: Create job roles that align with tasks and objectives; Improve interviewing and onboarding processes; and Building a top-notch marketing team.

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 <a href="https://www.versique.com/" rel="nofollow" target="_blank">Versique </a>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:<ul> <li>Create job roles that align with tasks and objectives;</li> <li>Improve interviewing and onboarding processes; and</li> <li>Building a top-notch marketing team.</li></ul>

The Quest For Top Talent: How To Build Your Marketing A-Team w/ Wes Lieser

Jeffrey Shaw

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: Why marketers are still struggling to be audience-first; How technology can help, or hurt, marketing and sales strategies; and What trends he believes have the most potential for B2B organizations.

<a href="https://linkedin.com/in/jeffreyshaw1" rel="nofollow" target="_blank">Jeffrey Shaw</a> 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:<ul> <li>Why marketers are still struggling to be audience-first;</li> <li>How technology can help, or hurt, marketing and sales strategies; and</li> <li>What trends he believes have the most potential for B2B organizations.</li></ul>

Speak Your Customers' LINGO W/ Jeffrey Shaw

Account-based marketing (ABM), like any marketing discipline, requires equal parts art and science. Without technology, ABM takes a lot of time and bandwidth to execute. However, without the human touch, you may lose the creativity and authenticity that goes into crafting compelling content and experiences. That's why Robin Bordoli, President of RollWorks believes that B2B organizations need to embrace the best of humans and machines in order to scale ABM successfully. During this episode, which is a replay of a 2020 B2BMX session, he explains why, and brings in Sam Kuehnle, who is the Team Lead of Digital Marketing at Blackbaud, to share his team's journey.Key takeaways include: An overview of shifting customer expectations and the impact on marketing and sales programs; Examples of how companies are leveraging machine learning to scale programs; How ABM platforms can align marketing and sales teams; and Steps you can take today to start to scaling your account-based programs. 

Account-based marketing (ABM), like any marketing discipline, requires equal parts art and science. Without technology, ABM takes a lot of time and bandwidth to execute. However, without the human touch, you may lose the creativity and authenticity that goes into crafting compelling content and experiences. That's why <a href="https://linkedin.com/in/rbordoli" rel="nofollow" target="_blank">Robin Bordoli</a>, President of <a href="https://twitter.com/rollworks" rel="nofollow" target="_blank">RollWorks</a> believes that B2B organizations need to embrace the best of humans and machines in order to scale ABM successfully. During this episode, which is a replay of a 2020 B2BMX session, he explains why, and brings in <a href="https://linkedin.com/in/samkuehnle" rel="nofollow" target="_blank">Sam Kuehnle</a>, who is the Team Lead of Digital Marketing at <a href="https://twitter.com/blackbaud" rel="nofollow" target="_blank">Blackbaud</a>, to share his team's journey. Key takeaways include:<ul> <li>An overview of shifting customer expectations and the impact on marketing and sales programs;</li> <li>Examples of how companies are leveraging machine learning to scale programs;</li> <li>How ABM platforms can align marketing and sales teams; and</li> <li>Steps you can take today to start to scaling your account-based programs.</li> </ul>

Human + Machine = ABM Success

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: Overarching strategy; Theme and messaging; Team-based approach to activation; Emphasis on content repurposing and modularization; and 360-degree amplification, which included syndication with key partners. 

In 2019, <a href="https://www.linkedin.com/in/kborter" rel="nofollow" target="_blank">Kelly Borter</a>, Director of Industry Demand Generation at <a href="https://twitter.com/salesforce" rel="nofollow" target="_blank">Salesforce</a>, 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:<ul> <li>Overarching strategy;</li> <li>Theme and messaging;</li> <li>Team-based approach to activation;</li> <li>Emphasis on content repurposing and modularization; and</li> <li>360-degree amplification, which included syndication with key partners.</li> </ul>

How Salesforce 'Sleighed' Holiday Campaign Results

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: GumGum's creative approaches to in-person events and sponsorships; How the brand has pivoted in light of COVID-19 and hundreds of event cancellations; and Ways the brand is embracing interactive formats to engage prospects and clients. RELATED LINKS  See GumGum's COVID-19 insights experience  Dig into relevant content insights amid COVID-19  Learn about GumGum Smile

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 <a href="https://twitter.com/sompny" rel="nofollow" target="_blank">Som Puangladda</a>, who is the VP of Global Marketing at <a href="https://twitter.com/GumGum" rel="nofollow" target="_blank">GumGum</a>, and discuss:<ul> <li>GumGum's creative approaches to in-person events and sponsorships;</li> <li>How the brand has pivoted in light of COVID-19 and hundreds of event cancellations; and</li> <li>Ways the brand is embracing interactive formats to engage prospects and clients.</li> </ul>RELATED LINKS<ul> <li> <a href="http://view.ceros.com/gumgum-ss/covid/p/1" rel="nofollow" target="_blank">See </a>GumGum's COVID-19 insights experience</li> <li> <a href="https://gumgum.com/insights/infographics/content-traffic-insights-covid-19" rel="nofollow" target="_blank">Dig into</a> relevant content insights amid COVID-19</li> <li> <a href="http://smile.gumgum.com/smiles/p/1" rel="nofollow" target="_blank">Learn about</a> GumGum Smile</li></ul>

Lessons From GumGum's Marketing Pivot

Many B2B marketers tap happy, engaged clients for their content and campaigns. But what if we told you there was a lot of untapped potential, and that you could engage your clients in a holistic way to power all areas of your business? ADP did just that with the launch and expansion of its client advocacy program.During this episode of the B2BMX podcast, we're featuring a session from our 2020 featuring Sarah Schreiner, who is Senior Client Insights Analyst at ADP. During her presentation she shares how the program has expanded into more than 5,000 clients and offers practical guidance to help you: Build a comprehensive base of client advocates; Identify and engage internal stakeholders to demonstrate value; Scale and ensure easy access to client insights; and Recognize unique opportunities to engage and celebrate client partners. 2020 Campaign Optimization SeriesLooking for more awesome insights to guide your B2B marketing and sales strategies through the rest of 2020? Demand Gen Report's Campaign Optimization Series is happening soon, and it's touching on everything from ABM, to video, digital experiences, data orchestration, and so much more. Check out the agenda and learn how you can connect with context amid new realities. 

Many B2B marketers tap happy, engaged clients for their content and campaigns. But what if we told you there was a lot of untapped potential, and that you could engage your clients in a holistic way to power all areas of your business? ADP did just that with the launch and expansion of its client advocacy program. During this episode of the B2BMX podcast, we're featuring a session from our 2020 featuring <a href="https://twitter.com/slambb" rel="nofollow" target="_blank">Sarah Schreiner</a>, who is Senior Client Insights Analyst at <a href="https://twitter.com/ADP" rel="nofollow" target="_blank">ADP</a>. During her presentation she shares how the program has expanded into more than 5,000 clients and offers practical guidance to help you:<ul> <li>Build a comprehensive base of client advocates;</li> <li>Identify and engage internal stakeholders to demonstrate value;</li> <li>Scale and ensure easy access to client insights; and</li> <li>Recognize unique opportunities to engage and celebrate client partners.</li> </ul> 2020 Campaign Optimization SeriesLooking for more awesome insights to guide your B2B marketing and sales strategies through the rest of 2020? <a href="https://webinars.demandgenreport.com/campaign-optimization-series/2020/?partnerref=B2BMX-Podcast" rel="nofollow" target="_blank">Demand Gen Report's Campaign Optimization Series</a> is happening soon, and it's touching on everything from ABM, to video, digital experiences, data orchestration, and so much more. Check out the agenda and learn how you can connect with context amid new realities.

How ADP Saw Success With Client Advocacy

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: How to tailor social media strategies to audience needs and behaviors; The critical need to repurpose and modularize assets for snackable social content; The emergence of Instagram in B2B; and Ways to engage and empower employees to share brand messaging across social media. 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.

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 <a href="https://twitter.com/cbeasleyb" rel="nofollow" target="_blank">Courtney Beasley</a> of <a href="https://twitter.com/walkersands" rel="nofollow" target="_blank">Walker Sands</a> and <a href="https://twitter.com/linda_beaton" rel="nofollow" target="_blank">Linda Beaton</a> of <a href="https://twitter.com/flexport" rel="nofollow" target="_blank">Flexport</a> is not just relevant, but valuable. During their discussion with Klaudia Tirico, Editor of Demand Gen Report, they discuss:<ul> <li>How to tailor social media strategies to audience needs and behaviors;</li> <li>The critical need to repurpose and modularize assets for snackable social content;</li> <li>The emergence of Instagram in B2B; and</li> <li>Ways to engage and empower employees to share brand messaging across social media.</li> </ul>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.

Using Social Media As A Powerful Content Cornerstone

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: The increased pressure on marketing to do more with less; A pivot to the fundamentals, including buyer understanding and targeted messaging; The need to balance traditional demand gen and more targeted, ABM plays; and Ways brands can pivot in-person field events to be more digital but just as experiential.

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, <a href="https://twitter.com/alicia_fioespo" rel="nofollow" target="_blank">Alicia Esposito</a> and <a href="https://twitter.com/klaudiatirico" rel="nofollow" target="_blank">Klaudia Tirico</a>, reflect on the event and how B2B has had to pivot since COVID-19 swept the globe. <a href="https://twitter.com/b2bcmo" rel="nofollow" target="_blank">Jon Russo</a>, Founder and CMO of B2B Fusion, and <a href="https://twitter.com/jenspencer" rel="nofollow" target="_blank">Jen Spencer</a>, VP of Sales and Marketing at <a href="https://twitter.com/SmartBugMedia" rel="nofollow" target="_blank">SmartBug Media</a>, join the conversation to share how their conversations and priorities have changed since the event. They delve into:<ul> <li>The increased pressure on marketing to do more with less;</li> <li>A pivot to the fundamentals, including buyer understanding and targeted messaging;</li> <li>The need to balance traditional demand gen and more targeted, ABM plays; and</li> <li>Ways brands can pivot in-person field events to be more digital but just as experiential.</li></ul>

Season 2 Premiere: Adapting To A New Normal

Laura Ramos

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: Human; Helpful; and Handy. But accomplishing the three H's doesn't just require creativity; it requires rethinking the way your team thinks and operates.

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 <a href="http://www.forrester.com/" rel="nofollow" target="_blank">Forrester</a>, delves deep into buyer expectations, and how marketers can embrace empathy to create content and experiences that are:<ul> <li>Human;</li> <li>Helpful; and</li> <li>Handy.</li> </ul>But accomplishing the three H's doesn't just require creativity; it requires rethinking the way your team thinks and operates.

Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer w/ Laura Ramos

Pam Didner

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: Website LinkedIn Twitter Podcast Killer Content Awards: 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!

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:<ul> <li><a href="https://www.pamdidner.com/" rel="nofollow" target="_blank">Website</a></li> <li><a href="https://www.linkedin.com/in/pamdidner/" rel="nofollow" target="_blank">LinkedIn</a></li> <li><a href="https://twitter.com/PamDidner" rel="nofollow" target="_blank">Twitter</a></li> <li><a href="https://www.pamdidner.com/podcasts/" rel="nofollow" target="_blank">Podcast</a></li> </ul> Killer Content Awards: Want your content and campaigns showcased alongside the best in B2B? <a href="https://g3communications.wufoo.com/forms/2020-killer-content-awards-submit-a-nomination" rel="nofollow" target="_blank">Submit your nomination</a> for the ninth annual Killer Content Awards before November 1 for your chance to win!

Expanding Your Expertise and Influence w/ Pam Didner

Maureen Maggioni

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: The top 5 trends of 2019; How B2B organizations perceive and, in turn, are adopting these trends; and Why a unified customer view is the "secret sauce" for success. 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![Nominate Now]

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 <a href="https://www.pardot.com/" rel="nofollow" target="_blank">Salesforce Pardot </a>Product Marketing, will reveal:<ul> <li>The top 5 trends of 2019;</li> <li>How B2B organizations perceive and, in turn, are adopting these trends; and</li> <li>Why a unified customer view is the "secret sauce" for success.</li> </ul> Want your content and campaigns showcased alongside the best in B2B? <a href="https://g3communications.wufoo.com/forms/2020-killer-content-awards-submit-a-nomination" rel="nofollow" target="_blank">Submit your nomination</a> for the ninth annual Killer Content Awards before November 1 for your chance to win! <a href="https://g3communications.wufoo.com/forms/2020-killer-content-awards-submit-a-nomination" rel="nofollow" target="_blank">[Nominate Now]</a>

Top 5 B2B Trends Of 2019 w/ Maureen Maggioni

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