B2B Growth

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B2B Growth is a daily podcast dedicated to helping B2B marketing leaders achieve explosive growth. Each episode features an interview with a B2B marketing executive or thought leader, discussing topics like: B2B marketing strategy, account-based marketing (ABM), content marketing, marketing technolo…

James Carbary | Logan Lyles | Nikki Ivey


    • Aug 10, 2022 LATEST EPISODE
    • weekdays NEW EPISODES
    • 21m AVG DURATION
    • 2,283 EPISODES

    Listeners of B2B Growth that love the show mention: james and jonathan, growth podcast, b2b marketers, b2b sales, marketing and sales, b2b space, sales cycle, james and johnny, useful insights, actionable lessons, consumable, sales and marketing, packed with actionable, high value content, business development, james does a great job, logan, extremely useful, marketing podcasts, useful content.



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    Latest episodes from B2B Growth

    The Marketing Channel You Can't Overlook

    Play Episode Listen Later Aug 10, 2022

    We spoke with 100 marketing leaders and asked "What is your most successful marketing channel?" In this roundtable discussion Benji , James , and Logan breakdown the findings.   Discussed in this episode:  Leveraging Organic Search to grow community across marketing channels Optimizing organic search while emphasizing being human Aligning searcher intent and your unique brand voice

    It's Time for a New Marketing Scorecard, with Myles Madden

    Play Episode Listen Later Aug 8, 2022 37:42

    In this episode, Benji talks to Myles Madden, the Sr. Demand Generation Manager at Observe.AI Discussed in this episode: The power of holding marketing accountable to revenue numbers. Tips for implementing new measuring metrics How marketing can impress and delight the C-suite and sales team

    Brand vs Branding - The Debate with Sam Moss & Dan Sanchez

    Play Episode Listen Later Aug 5, 2022 30:23

    In this replay episode, Dan Sanchez talks with Sam Moss, the co-founder of 1Click Agency about the difference between brand, branding, and what it takes to see success. Sam Moss takes the position that branding includes creating the logo, website, colors, and swag. Dan Sanchez takes the position that branding is identifying beliefs that make you weird, messaging, rituals, a villain, and a leader. Listen to them talk it through, share their truths, and unpack the fuzzy topic that is branding. Connect with Sam: https://www.linkedin.com/in/sam1ca/ sam@1clickagency.com

    The Marketing KPIs Your CEO Should Care About

    Play Episode Listen Later Aug 3, 2022 29:52

    We spoke with 100 marketing leaders and asked "What are the marketing KPIs your CEO checks regularly?" In this roundtable discussion Benji, James, and Logan break down the findings. Discussed in this episode: The need to prioritize brand alongside demand Growing demand by delivering unique content Why pipeline must come from demand creation, not just demand capture

    Is Your Content Intelligent? with Helen Baptist

    Play Episode Listen Later Aug 1, 2022 21:46

    In this episode Benji talks to Helen Baptist, Chief Operating Officer at PathFactory. Discussed in this episode: The core components of content intelligence The power and complexity of a content audit The future of content as a key converter

    How Narrative, Category, & Community Work Together, with Kalim Aull

    Play Episode Listen Later Jul 29, 2022 39:51

    In this replay episode, Dan Sanchez talks with Kalim Aull about his new model called the Brand Evolution Flywheel which incorporates a Strategic Narrative, Category Design, and Community Building into one fine art. Take a look at the visual model he created for reference: https://sweetfishmedia.com/wp-content/uploads/2021/07/Brand-Evolution-Flyweeh.png

    Your Marketing Teams Biggest Struggle

    Play Episode Listen Later Jul 27, 2022 40:06

    We spoke with 100 marketing leaders and asked "What's your marketing team's biggest struggle?" In this roundtable discussion Benji, James, and Logan break down the findings. Discussed in this episode: How to beat the pervasive issue of shiny object syndrome How to curate new ideas while executing your current strategy The importance of setting goals and priorities Recommendations/Resources: What the Heck is EOS? Deep Work by Cal Newport

    A New Era for PLG, with Kyle Poyar

    Play Episode Listen Later Jul 25, 2022 33:02

    In this episode, Benji talks to Kyle Poyar, Operating Partner at OpenView. Discussed in this episode: Principles for the Age of Connected Work PLG and community strategies Delivering instant product value

    Start Thinking About Go-To-Market as a Product, with Sangram Vajre

    Play Episode Listen Later Jul 22, 2022 36:02

    In this replay episode that originally aired in March 2021, Dan Sanchez interviews Sangram Vajre, co-founder of Terminus, host of the #FlipMyFunnel podcast, & author of ABM is B2B. They discuss… Why ABM isn't a better form of marketing, it's a different form How organizations can view go-to-market as a product, not a strategy 4 questions Sangram's new book will answer about ABM in customer service

    Messaging That Creates Demand, with Dacia Coffey

    Play Episode Listen Later Jul 20, 2022 36:41

    In this episode, Benji talks to Dacia Coffey, Author of Corporate Caffeine: Boosting B2B Growth Through Sales and Marketing Alignment and CEO of The Marketing Blender. Discussed in this episode: How to run a sales mapping exercise in your organization Creating a holistic messaging timeline Why a demo early in the sales cycle is crippling

    How To Promote Your Ideas (And Not Look Like A Narcissist), with Mitch Joel

    Play Episode Listen Later Jul 18, 2022 27:35

    In this episode, Benji talks to Mitch Joel, Author, Speaker, and Founder of the Six Pixels Group. Discussed in this episode: Valuable insights vs the cult of personality How thinking like a journalist improves your thought leadership Tools for creating helpful content

    How to Establish a Growth Marketing Team, with Marc Bitanga

    Play Episode Listen Later Jul 15, 2022 27:41

    In this replay episode, we talk to Marc Bitanga, Founder and CEO of Agencio. We discuss:  - The differences between traditional marketing strategy vs growth marketing strategy - Applying the sprint planning process to marketing - Turning everything into a funnel to identify growth marketing priorities - Making the best decisions with murky data - Is AI & automation the answer? - What to look for when hiring growth marketing team members

    Should You Hire a TikTok Influencer? with Jess Flack

    Play Episode Listen Later Jul 13, 2022 31:49

    In this episode Benji talks to Jess Flack , Cofounder & CEO of Ubiquitous .  Discussed in this episode:  Choosing the right creator Using Influencers to generate viral PR campaigns How to attribute and track a TikTok Campaign for your Brand

    Content as a service, with Mike Ebbers

    Play Episode Listen Later Jul 11, 2022 37:06

    In this episode Benji talks to Mike Ebbers , Account Executive at Monte Carlo .  Discussed in this episode:  How to create video content that makes your audience feel understood Getting team members outside of marketing involved in creative projects Using content as a service

    3 Areas Where Agility Leads to ABM Success, with Colm Shalvey

    Play Episode Listen Later Jul 8, 2022 28:30

    In this replay episode, we talk to Colm Shalvey, Head of ABM at TripActions.

    Optimize Lead Generation from Events, with Micheál McGrath

    Play Episode Listen Later Jul 6, 2022 29:45

    In this episode Benji talks to Micheál McGrath , the Head Of Marketing at VisibleThread   Discussed in this episode:  The importance of mastering the language of sales Webinars and Events that convert leads into clients Tips for presenting a marketing campaign to the C-suite

    The High EQ Marketer: Every Marketer Needs Great Content, with Melissa Zehner

    Play Episode Listen Later Jul 1, 2022 37:07

    In this cross-over episode, we're sharing an episode from The High EQ Marketer. This show is produced by Sweet Fish Media. What is the real value of great content? In this episode, John Busby is joined by Melissa Zehner to explore this question. She's been a freelancer, copywriter, editor, and now Director of Content at Foundation. You'll learn: How brands should hire writers What makes a great writer for B2B Content How to build a content marketing strategy The notion of “Writing for Google” Best practices for your content Connect with John Busby:Twitter: https://twitter.com/JohnMBusby LinkedIn: https://www.linkedin.com/in/johnmbusby/ Follow The High EQ Marketer:Facebook: https://www.facebook.com/HighEQMarketer Twitter: https://twitter.com/HighEQMarketer LinkedIn: https://www.linkedin.com/showcase/the-high-eq-marketer Instagram: https://www.instagram.com/higheqmarketer/ Learn more about Centerfield:Facebook: https://www.facebook.com/CenterfieldHQ/ Twitter: https://twitter.com/CenterfieldHq LinkedIn: https://www.linkedin.com/company/centerfield-media Instagram: https://www.instagram.com/centerfieldhq/ The High EQ Marketer website: Centerfield Podcast page: https://www.centerfield.com/podcast/ Podcast Episode Pages: https://www.centerfield.com/centerfieldpodcast/

    Customers First, Strategy Second, with Kaylee Edmondson

    Play Episode Listen Later Jun 29, 2022 33:57

    In this episode Benji talks to Kaylee Edmondson , Director of Demand Gen at BrightWheel . Formerly at Chili Piper .   Discussed in this episode:  Working to understand your customers Pivoting away from a mql/sql approach How to crawl, walk, run into a more ungated content structure

    Prospect Experience as Competitive Advantage with Doug Bell

    Play Episode Listen Later Jun 27, 2022 29:39

    In this episode Benji talks to Doug Bell , CMO at LeanData.   Discussed in this episode:  Why MQL/SQL shouldn't be the Holy Grail Improving prospect experience Content that converts

    What a Record Label Can Teach B2B Marketers About Building a Brand, with Alex Heddle

    Play Episode Listen Later Jun 24, 2022 21:20

    In this replay episode, we talk to Alex Heddle, Vice President of Publishing at Big Machine Music.

    Marketing Job Post Red Flags with Mary Keough

    Play Episode Listen Later Jun 23, 2022 26:19

    In this episode Benji talks to Mary Keough , the Senior Marketing Strategist at Gorilla 76 .   Discussed in this episode:  How to hone your job posts 4 red flags to watch out for when looking for a marketing job The power of clarity around roles on your team    My biggest red flag is when they have a very general term like "plan, execute, and analyze, a digital marketing strategy." Am I in charge of the website? Blogs? SEO? Paid social? The digital sphere is gigantic. Huge red flag.

    Increase Your TAM and Warm a New Market, with Will Lyon

    Play Episode Listen Later Jun 22, 2022 21:50

    In this episode Benji talks to Will Lyon, Sr. Manager of Strategic Marketing and Industry Solutions at 6 Sense.  Discussed in this episode:  Increasing your TAM effectively with Data Using data to discern resonance and inform strategy How to warm a new market

    A Holistic Approach to Demand Generation, with Ken Marshall

    Play Episode Listen Later Jun 21, 2022 32:54

    In this episode Benji talks to Ken Marshall , Chief Growth Officer at RevenueZen .  Discussed in this episode:  Systems to turn your website into a powerful tool that generates new sales inquiries A holistic approach to demand generation Honing the why behind your marketing efforts

    Maximize Opportunities Pre, During, and Post Event, with Jonathan Kazarian

    Play Episode Listen Later Jun 20, 2022 26:12

    In this episode, Benji talks to Jonathan Kazarian , the Founder and CEO of Accelevents.  Discussed in this episode:  how to best collect and leverage event data how to leverage events as a core of your B2B marketing strategy Utilizing the data to create forums for targeted groups

    Building a Networking Group that Actually Adds Value, with Rob Volk

    Play Episode Listen Later Jun 17, 2022 18:38

    In this replay episode, we talk to Rob Volk, Founder at Foxbox Digital.

    How to Structure a Modern Marketing Team, with Gaetano DiNardi

    Play Episode Listen Later Jun 16, 2022 27:48

    In this episode, Benji talks to Gaetano DiNardi, the VP of Growth at Aura. Discussed in this episode: The 5 distinct Marketing units for optimal business performance Demand capture vs. demand creator How to better measure your marketing efforts

    Effective Win/Loss Interviews, with Tirrah Switzer

    Play Episode Listen Later Jun 15, 2022 27:52

    In this episode, Benji talks to Tirrah Switzer, Senior Director of Product Marketing at Community Brands. Discussed in this episode: Why best practices aren't enough in win/loss interviews Comparing in-house to 3rd party How to best implement findings from the research

    Authenticity Builds Brand, with Devin Reed

    Play Episode Listen Later Jun 14, 2022 26:48

    In this episode, Benji talks to Devin Reed, Head of Content Strategy at Gong. We discuss, how to build credibility by being authentic and how to create a culture where creativity and innovation thrive.

    From Gen Z to B2B: TikTok Strategy for Your Brand, with Emily Brady

    Play Episode Listen Later Jun 13, 2022 23:44

    In this episode, Benji talks to Emily Brady, Creative Content Lead at Sweet Fish Media. Read the Full Guide here: From Gen Z to B2B: How to Execute a TikTok Strategy for Your Brand - Sweet Fish Media Discussed in this episode: Why your company should be on TikTok TikTok Strategies that win B2B TikTok case studies

    7 Principles for Explosive Top-line Growth, with Jeff Swystun

    Play Episode Listen Later Jun 10, 2022 19:44

    In this replay episode, we talk to Jeff Swystun, Consulting Chief Marketing Officer at Swystun Communications.

    Marketing as Practice, Not Function, with Eric Olson

    Play Episode Listen Later Jun 9, 2022 24:43

    In this episode, Benji talks to Eric Olson, CMO at Quickbase. We discuss: Developing a "Win Together" culture Unifying messaging & goals across departments What it looks like to have Marketing own the pipeline

    Forget "Product-First". Become an Audience-First Company, with Dan Sanchez

    Play Episode Listen Later Jun 8, 2022 13:31

    In this episode, Dan Sanchez borrows another concept from the startup world to uncover why audiences grow. He takes the popular company methodology of "product-first" and goes one step further and applies the thinking to audience growth. You'll learn about: The pros and cons of being a "product-first" company How starting a company with an audience-first mindset works better. Practical steps to become more audience focused with your company

    Marketing: The Center of Corporate Strategy, with Rebecca Biestman

    Play Episode Listen Later Jun 7, 2022 26:20

    In this episode, Benji talks to Rebecca Biestman, CMO at Reputation. We discuss: Why we need a language shift in B2B around "brand" How to bring up company positioning to the C-suite When to start prioritizing brand in your organization

    Creatively Showcase Your Product in Action, with Evan Davies

    Play Episode Listen Later Jun 6, 2022 32:42

    In this episode, Benji talks to Evan Davies, Head of Marketing, Partnerships, and Growth at Coda. We discuss: Creative ways to showcase applications of your product or service The power of team rituals & incentives Evan's key learnings after helping to build the Coda gallery

    Professional Freedom Isn't a Pipe Dream, with Chris Walker

    Play Episode Listen Later Jun 3, 2022 25:25

    In this replay episode, we catch up with Chris Walker, CEO of Refine Labs, and he explains how realizing he already had professional freedom transformed his career. What we talked about: What professional freedom is and how to claim it for yourself The fear you need to overcome to branch out How to get support from leadership at your workplace

    Add Friction to Your Marketing, with Jacob Azia

    Play Episode Listen Later Jun 2, 2022 22:12

    In this episode, Benji talks to Jacob Azia, Consultant & Advisor for Early Stage tech companies. Jacob discusses what the right amount of friction looks like in our marketing and how to move away from the obsessions with MQLs.

    Using Customer Insights to Unlock Marketing Success, with Ryan Paul Gibson

    Play Episode Listen Later Jun 1, 2022 32:17

    In this episode, Benji talks to Ryan Paul Gibson, Founder of Content Lift. With so much talk out there about how we need to "talk to our customers", it's only fitting to bring on an expert who can better define how to do that effectively. Ryan will explain how to pull out buyer insights and effectively transform your company accordingly. Show notes: https://en.wikipedia.org/wiki/Grounded_theory#Serendipity_pattern https://www.contentlift.io/my-one-case-study

    Using Customer Insights to Unlock Marketing Success, with Ryan Paul Gibson

    Play Episode Listen Later Jun 1, 2022 32:17

    In this episode, Benji talks to Ryan Paul Gibson, Founder of Content Lift. With so much talk out there about how we need to "talk to our customers", it's only fitting to bring on an expert who can better define how to do that effectively. Ryan will explain how to pull out buyer insights and effectively transform your company accordingly.  Links Mentioned: https://en.wikipedia.org/wiki/Grounded_theory#Serendipity_pattern https://www.contentlift.io/my-one-case-study

    Create Content Your ICP Needs, with Nicole Bump

    Play Episode Listen Later May 31, 2022 28:26

    In this episode, Benji talks to Nicole Bump, Fractional Content Director at Bump Inbound. A well-defined ICP should help inform the content we create, yet many organizations struggle to define their ICP beyond title and size of company. Today, Nicole provides helpful questions and direction to hone in and create content that matches what your ICP both wants and needs.

    8 Steps For Building and Leading a High Performance Team, with Jen Anderson

    Play Episode Listen Later May 27, 2022 43:32

    In this episode, we talk to Jen Anderson, previously the Director of B2B Marketing at RentPath and currently VP of GTM Strategy Consulting at Shift Paradigm.

    A New Position in an Existing Category, with Rowan Tonkin

    Play Episode Listen Later May 26, 2022 39:38

    In this episode, Benji talks to Rowan Tonkin, CMO at Planful. Over the past 3 years at Planful, Rowan has focused much of his effort on defining their category in a saturated and mature market. Clearly, you can't just go off and create a new category without a ton of planning and intentionality. Today Rowan shares some of the difficulties they faced and the lessons learned throughout this process.

    Don't Overlook Link Building, with Jeanna Barrett

    Play Episode Listen Later May 25, 2022 30:11

    In this episode, Benji talks to Jeanna Barrett, Founder & Chief Remote Officer at First Page Strategy. Jeanna shares how FPS has seen massive success from link building through offering small business grants and data-driven content and how you can do similarly.

    Competing on Thought Leadership, with Robert Buday

    Play Episode Listen Later May 24, 2022 40:46

    In this episode, Benji talks to Bob Buday, Founder and CEO at Buday Thought Leadership Partners LLC, and Author of the book "Competing on Thought Leadership". Today Bob helps us rethink thought leadership. Sharing how to develop exceptional content and create demand for the expertise. Bob defines Thought Leadership as: "The acclaim that a firm or a person earns for developing, marketing and delivering superior expertise in solving complex customer problems. More broadly, and this is important, this as a business strategy, not just a marketing strategy."

    The New Rules of Marketing and PR, with David Meerman Scott

    Play Episode Listen Later May 23, 2022 53:43

    In this episode, Benji talks to David Meerman Scott, marketing and business growth speaker, as well as the author of NEW RULES OF MARKETING & PR and WSJ bestseller FANOCRACY. Our theme today is what has changed and what has stayed the same. The first edition was published back in 2007 so we have 15 years now to look back on, including the evolution of social media and the rise of A.I.

    Blending Sales Enablement with Demand Generation, with Tabitha Adams

    Play Episode Listen Later May 20, 2022 28:40

    In this replay episode, Lesley Crews talks with Tabitha Adams on precision demand marketing, blending sales enablement with demand generation, and developing a "people first, outcome second" mindset.

    Keynote Video: A Better Way to Present Your Solution, with Maura Rivera

    Play Episode Listen Later May 19, 2022 31:30

    In this episode, Benji talks to Maura Rivera, CMO at Qualified. As Qualified looks to shape their corporate narrative and paint a bigger picture of what they are bringing to market they have found one medium particularly useful, keynote videos. A 12-minute video, becomes a piece of pillar content informing the rest of their content strategy. Today we unlock how to use keynote videos in your marketing strategy. For an example of the Qualified Keynote, click here.

    The Rise of Community and How to Build One, with Sara Pion

    Play Episode Listen Later May 18, 2022 57:01

    In this episode, Benji talks to Sara Pion, Senior Growth Manager at Voiceflow. B2B businesses hope to create a strong spirit of community with their clients and customers. However, this is far easier said than done. Voiceflow both built and migrated a large community of users and today Sara shares what she's learned through this process.

    Onboarding Done Right, with Cynthia Gumbert

    Play Episode Listen Later May 17, 2022 29:42

    In this episode, Benji talks to Cynthia Gumbert, CMO at SmartBear. Hiring is complex in 2022, successful onboarding is a must for the forward momentum of your department and organization as a whole. Cynthia shares how to sure up your onboarding process and create brand advocates from day one.

    How Microsites Elevate Your ABM Approach, with Karthik Chandhramoulie

    Play Episode Listen Later May 16, 2022

    In this episode, Benji talks to Karthik Chandhramoulie, Sr. Director of Marketing at Guild Education.  At Guild Education, Karthik and his team are executing a highly personalized, ABM approach. Using microsites and retargeting Guild is getting their message in front of some of the largest organizations in the country. Learn how to personalize your storytelling and scale microsites in this fascinating episode.

    What Not To Do In 2022, with Ruslan Tovbulatov

    Play Episode Listen Later May 13, 2022 55:30

    In this replay episode, Benji Block interviews Ruslan Tovbulatov, VP, Global Marketing at Gloat. This is the anti-resolution episode. A discussion on things we want to stop doing this year. We're discussing the importance of prioritization, intentionally seeing the talent already on your team, and how vital rest is to our long-term success.

    Revenue Operations: Systems for Scalable Growth, with Stephen Diorio

    Play Episode Listen Later May 12, 2022 36:18

    In this episode, Benji talks to Stephen Diorio, Managing Director at The Revenue Enablement Institute and author of "Revenue Operations". The skill sets in marketing are in flux, the marketing toolset has been democratized, and the marketing mix has changed. So how do we succeed in this new world? Stephen says it starts with Revenue Operations and he's giving away the core building blocks in this fascinating conversation.

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