B2B Marketing Exchange

In this special season 11 finale, host Klaudia Tirico sits down with Lindsay Tjepkema, founder of Human Brands Win and keynote speaker at the upcoming B2B Marketing Exchange West. During the chat, Lindsay discusses her 20+ years in B2B marketing and the importance of mindset in brand success. Specifically, she spotlights her "B.R.A.V.E." framework, and the importance for alignment with brand values, authentic relationships and positive energy in decision-making. Tune in now to:Get a sneak peek into her B2BMX West keynote session;Learn the "thinking brave" framework; Gain insights into the role of relationships in brand growth; Learn how to balance growth and brand values; andSo much more! Get the insights you need to build brand awareness, affinity, and trust with the right audience for long-term success, and don't miss Lindsay at B2BMX West. It's not too late to register! RELATED LINKS:Learn more about Lindsay Tjepkema here.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

In today's always-on and cluttered marketing landscape, getting closer to the customer is more challenging than ever. With so many new technologies, tools and KPIs to track and measure, it can be difficult to maintain focus on the main goals. How do we know if we are truly making an impact and building lasting customer relationships? How do you ensure your company aligns with your customers' goals to drive greater outcomes?  In this episode, Margaret Safford and Sophia Agustina will share their 9 Cs framework — a GTM strategy that places the customer at the center. They will provide actionable insights around each of the “Cs” identified in the framework and demonstrate how improvements in these areas can drive customer value and revenue growth. Don't miss this opportunity to learn how to optimize your approach and drive measurable impact in your customer relationships!Related links: Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

We're less than a month out before B2B Marketing Exchange West in Scottsdale, and the final planning stages are in full force. On today's episode of the podcast, we're sitting down with Matt Heinz, President and Founder of Heinz Marketing and B2B influencer, to discuss top B2B trends for 2025, building predictable pipeline, and his upcoming presentation at B2BMX West! Tune in to hear his take on:The importance of AI in enhancing go-to-market functions and addressing organizational dysfunction;The need for a shift from MQLs to a more revenue-centric approach, focusing on pipeline and alignment across teams;The balance between short-term results and long-term strategies;The impact of AI on personalization, andThe value of in-person events for networking and idea exchange.RELATED LINKS:Learn more about Heinz Marketing.Connect with Matt Heinz here.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

We're constantly hearing about the importance of storytelling in B2B, but Kate DiLeo, a brand strategist specializing in brand positioning and messaging, wants marketers to stop telling stories. Kate joins host Klaudia Tirico on the podcast today to dive into the importance of authenticity and conversation over storytelling, using her proprietary method to teach organizations how to write compelling brand pitches. She's going to take the B2BMX stage in Scottsdale this year to host a workshop that digs deeper into her "brand trifecta" methodology and focuses on the difference between storytelling and conversation in brand messaging. Don't miss this lively conversation to get a sneak peak into what to expect at B2BMX this year, plus learn:Why brand is the path of least resistance to revenue and should involve the CEO, heads of sales, and marketing; How to communicate a clear promise to solve a problem and differentiate from competitors; How companies like Go Nimbly simplified their messaging from generic to more direct and engaging; and The importance of solidifying a brand's tone of voice and personality to make it authentic and consistent. RELATED LINKS: Learn more about Kate DiLeo here.Connect with Kate on LinkedIn.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

As AI continues to make waves in B2B, we have to remember the true competitive advantage lies in how we leverage the technology itself to enhance the human experience. In this episode, you'll hear from Daniel Englebretson, an award-winning AI Strategist, who will unveil a practical blueprint for empowering your B2B marketing team to orchestrate human-centric experiences. Daniel will discuss how to develop and implement an AI toolkit that empowers your entire team to achieve 100x productivity gains while delivering personalized, impactful marketing that resonates with your audience and aligns seamlessly with sales. Get ready to walk away with: New intelligence signals and insights for your next marketing campaigns; A clear blueprint for accelerated AI adoption in your B2B marketing efforts; Techniques for developing a team-wide AI toolkit; andStrategies for maintaining the human touch in an AI-enhanced world.RELATED LINKS:Connect with Daniel Englebretson here.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

In this episode of the B2BMX Podcast, you'll get a glimpse into the work of Britney Bartlett, VP of Global Field Marketing for Cisco. Cisco competes in highly competitive and complex markets, providing customers with solutions to their most critical technology issues, but the way B2B customers research, evaluate and purchase technology has exponentially changed in recent years.  In response, Cisco needed to modernize its marketing engine to drive growth, and had to shift from scale-based to account-based marketing to strike a balance between targeting its most valuable customers and ensuring they invested in the most effective marketing levers to drive demand.Britney took the stage in Alpharetta to share firsthand strategies, techniques, lessons and even cautionary tales of the company's journey toward a successful account-based model.You will hear about:How Cisco achieved its goals, resolved roadblocks and learned from challenges;The impact its marketing evolution had on Cisco's teams and its alignment with sales; A great example of how a truly integrated customer-centric approach produced one of Cisco's most significant opportunities.  RELATED LINKS:Learn more about Cisco here.Connect with Britney Bartlett.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

We're kicking it back to Alpharetta, GA this week to replay a unique keynote from B2BMX East. Tune in now for an introduction to Behavioral Science, the study of how humans really make decisions, courtesy of Shirin Oreizy, Founder & CEO of Next Step. During this keynote, Shirin shares Behavioral Science principles every B2B marketer should know, as well as real-world examples of how Behavioral Science is applied to B2B marketing challenges — from increasing adoption with new customers to increasing the lifetime value of existing customers.  Plus, hear from Shirin herself during an interview she had with co-host Kelly Lindenau on the show floor at B2BMX East!RELATED LINKS: Learn more about Next Step. Connect with Shirin Oreizy here.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

There are a lot of questions surrounding modern ABM. Specifically: How can we cover more accounts and how can we use AI to accelerate the process?   Momentum ITSMA's Rob Leavitt took the B2BMX East stage to uncover FAQs that will separate winners and losers in the world of pervasive ABM and AI, including:Which campaigns should we run and for which accounts?How can we unleash creativity to break through the noise that AI is amplifying at an exponential rate?How can we humanize engagement amid the AI-ization of both buying and selling?Tune in now to hear about the best ways to define and sharpen campaign focus, the best ways to leverage AI to enable real creativity in campaign messaging and content, and new ways to break through the fast-growing use of AI on the buy side.RELATED LINKS: Learn more about Momentum ITSMA.Connect with Rob Leavitt here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

As budgets shrink, the pressure on marketers is greater than ever before. Meanwhile, CMOs are now expected to evidence how they are driving higher-quality pipeline, accelerate conversion to closed revenue, lower the cost of acquisition, increase average deal size, and secure long-term customer renewals.  So how do marketers “do more with less?”With the customer now in control, marketers need to rapidly adjust to the customer journey, making this day and age a prime time for ABM. With that said, tune into this episode of the B2BMX Podcast, where we replay a highly rated session from Clare Noble and Michael Taylor of Agent3 and Gemma Davies of ServiceNow, as they will explore topics such as: How to not lose sight and, and consequently impact, of ABM when scaled; How to avoid scaled ABM programs just being a rehash of marketing generating MQLs that sales reject; How to look at the role of automation and AI; and the opportunities and pitfalls of both; How to better align sales and marketing to improve program efficiency without compromising effectiveness. 

At B2BMX East in Alpharetta, GA, host Klaudia Tirico sat down with Claire Noble and Michael Taylor of Agent3, and Gemma Davies of Service Now to discuss common challenges and pressures on modern marketers and the importance of scaling ABM programs while focusing on top priority accounts. In this episode, the conversation spotlights a variety of key points, including: The increasing pressure on marketers due to ROI expectations;The need for ABM to evolve with customer relevance; and The challenge of scaling ABM with reduced budgets. Claire emphasized the importance of precision principles at scale, while Michael highlighted the need to leverage technology and data. Gemma stressed the necessity of customer immersion and alignment, providing actionable insights for CMOs and underscoring the value of agency partnerships in enhancing ABM strategies. Tune in to this week's episode to learn more! RELATED LINKS: Learn more about Agent3 here. Learn more about ServiceNow here.Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

Research shows that 90% of consumers expect brands to display empathy with them through the brand's messaging, while 97% of customers say empathy is the most important element in customer engagement. So why is empathy still widely perceived as a soft skill rather than the superpower that it is and the role it plays in creating successful brands? Rob Volpe of Ignite 360 took the stage at B2BMX East in Alpharetta, GA to demystify empathy and clear up the misconceptions which can lead to mistakes in marketing strategy and messaging. In this special episode, host Klaudia Tirico sat down with Rob an hour before his presentation to dive into the topic of empathy in marketing. Plus, don't miss Rob's entire presentation immediately after the interview to learn: The misconceptions about what empathy is and is not; How the use of empathy is a strength in marketing and branding;How to overcome common barriers to be empathetic with customer segments;Practical application tips and examples for empathetic brand engagement; andThe tools needed to build your empathy “muscles.”RELATED LINKS: Connect with Rob Volpe on LinkedIn; Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

Want the secret sauce for diversifying lead gen sources and using digital content to generate warmer, low-cost leads? Don't miss this session replay on today's episode to hear how WIKA USA partnered with EVGMedia to write content using longer-tail, higher-converting search terms, generate leads via website and blog form fills, and boost overall website traffic. In this session replay from B2BMX East in Alpharetta, GA., WIKA's Director of Marketing, Jessica Woodside, and EVGMedia's Director of Audience Development, Laura Lee, will uncover how to: Develop a winning SEO strategyFocus on optimizing content with low search rankingsIncrease the number of Google featured snippets via content editing and moreDevelop your own internal linking strategy to keep users on your site and engagedMeasure success with meaningful metrics.RELATED LINKS: Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

B2BMX is all about bringing real practitioners together to talk through real challenges and share solutions to real problems and industry trends. Today's guest, Christine Elliott, is an industry veteran who has been part of the B2BMX community since 2012! She took the stage at B2BMX East in Alpharetta, GA, to share her career journey and highlight her work in content strategy and marketing. Most recently she played a pivotal role in helping EY's tax practice create a differentiated narrative that could connect its services to client issues. Our hosts sat down with Christine after her session to discuss the power of content curation and why even the biggest brands must work hard to connect with clients in a meaningful way. The trio dove into topics such as: How to shift from brand-heavy strategies to creating narratives; Various challenges and success of a successful EY campaign that was built with "spit and duct tape;"The importance of content strategy in driving demand and generating leads;Why a "less is more" approach can generate greater engagement; andThe need to experiment with different content formats.Tune in now for a lively conversation about all things content! RELATED LINKS: Connect with Christine Elliott on LinkedIn; Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

You heard our conversation with Nadia Davis of PayIt from the show floor at B2BMX East in Alpharetta, GA last week; now it's time to dive deeper into the topic of revenue-driven ABM with a replay of her highly rated keynote. Many companies enthusiastically dive into ABM, only to face disappointing results and wasted resources. In this session, Nadia delves into the strategies for executing ABM correctly, ensuring buy-in and participation across the business. She'll also spotlight six key tactics that will make any revenue or demand gen marketer an ABM hero. Get the scoop on how you can transform any ABM approach into a revenue-generating powerhouse that delivers measurable results and drives sustainable growth for your business. Tune in now to learn how to: Create a business-centric ABM strategy and implementation design for the executive buy-inReport, track and attribute to show measurable results and tangible ROIGet sales buy-in, enablement and training: Making the sales team the biggest advocates and champions of ABM.RELATED LINKS: Connect with Nadia Davis here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

Nadia Davis is the Senior Director of Revenue Marketing and Marketing Operations at PayIt, a government tech SaaS company serving 100 million people across the U.S. and Canada. During her conversation with co-host Klaudia Tirico on the show floor at B2B Marketing Exchange East in Alpharetta, GA, Davis discussed the challenges and strategies for implementing a successful Account-Based Marketing (ABM) program. Specifically, Davis highlighted the importance of operations in ABM success, noting that many organizations underestimate this aspect. She also emphasized the need for alignment across the go-to-market (GTM) team, effective training of BDRs, and the critical role of data attribution. Davis also cautioned against over-reliance on AI for sentiment analysis, stressing the need for a robust technical foundation for ABM.Tune in town to uncover: Challenges in implementing ABM strategies; Gaps between marketing and sales in ABM initiatives; The importance of a business-centric ABM strategy; How to communicate the value of ABM to stakeholders; Methods for reporting and tracking ABM;Tips for training sales team for ABM; andThe future of ABM and the role of AI. RELATED LINKS: Connect with Nadia Davis here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Follow us on LinkedIn and X.

The final episode of our milestone Season 10 is here, and we're closing out with a top-rated panel discussion from B2BMX West in Scottsdale this past February. Today, you'll hear from experts and marketing practitioners, who took the stage to dive into recent research on the state of demand generation.Digitalzone surveyed 1,500 B2B marketers from around the world to better understand the modern B2B marketer and the state of the demand gen industry. This research uncovered new and emerging industry trends and helped establish some new benchmarks for 2024 and beyond. This panel of experts from G-P and Indeed will dive into the key insights from this research and discuss how these market trends are impacting their own organizations. They'll also explore questions such as: What demand gen strategies are working?  How do you delineate brand and demand?How are marketers interacting with third-party vendors? How are marketers using data to enhance demand gen strategies?  How are marketers measuring and evaluating ROI of demand gen tactics?Tune in for the finale today and be sure to subscribe to the podcast so you don't miss our Season 11 kick off! RELATED LINKS: Our B2BMX West event is coming soon! Sign up for updates here.Follow us on LinkedIn and X.

The traditional boundaries of demand generation and account-based marketing are blurring, and the need for a more integrated and strategic approach to driving growth in the B2B landscape is apparent. In this episode, you'll hear from Wes Lieser, VP of Demand Generation & Marketing Search at Versique; Sam Nohava, VP of Global Marketing - Manufacturing & Logistics Service Providers for Blue Yonder; Madeline Maguire, Head of B2B Marketing at Grubhub; and Annie Chamberlain Head of Account-Based Marketing & Experiences at Lumen Technologies, as they explore the dynamic landscape of demand gen and ABM, as well as the pivotal moment where these strategies intersect. Tune in now to hear: How companies can leverage the power of data, personalization and automation to effectively target high-value accounts while still maintaining a broad reach; and Practical insights and best practices for marketers looking to strike the right balance between demand generation and ABM to achieve optimal results in today's competitive B2B marketplace.RELATED LINKS: Learn more about B2BMX East, here;Register for B2BMX East to see Daniel's presentation using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

Research shows that companies that have leading digital and AI capabilities outperform laggards by two to six times on total shareholder returns (TSR) across every sector analyzed. As CMO of Lookout, a mobile and cloud security company, Deb Wolf was challenged to explore the application of AI within her organization. Recognizing its potential to enhance productivity and speed up time to customer value, Lookout's marketing team leveraged large language models (LLM) to improve their sales enablement efforts, increase marketing productivity and seamlessly translate and localize marketing materials. In this episode, a session replay from B2BMX West, Wolf talks about her team's journey to quickly integrate AI into how they work in a way that gives her team real lift.  She'll uncover: The various use cases Lookout Marketing considered to build AI into their day-to-day workflow; How the team went from zero to value in less than eight weeks; Earned ROI the team has seen and continues to see on the AI journey; andChallenges faced and ways to quickly overcome them.RELATED LINKS: Connect with Deb Wolf here; Learn more about B2BMX East, here;Register for B2BMX East to see Daniel's presentation using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

In today's AI-driven B2B environment, the true competitive advantage lies not in the technology itself but in how it's leveraged to help marketers enhance the human experience. In this episode, Klaudia and Kelly sit down with Daniel Englebretson, AI Strategist and creator of the “Rule of 100” framework, where he revealed a practical blueprint for empowering B2B marketing teams to orchestrate highly relevant, authentic and contextual campaigns that put the human experience at the forefront. Throughout this discussion, Englebretson touched on how to: Foster a mindset shift across organizations that give marketers a better understanding of the AI's potential in enhancing human-centric marketing;Adapt marketing strategies to leverage AI capabilities, enhance processes to incorporate AI-driven insights and balance AI utilization with maintaining authentic human connections; andDevelop an AI toolkit tailored for your team's needs by implementing the "Rule of 100" for individual and team productivity gains; andScale AI adoption across your organization using the ShiftOS framework.RELATED LINKS: Connect with Daniel Englebretson here;Learn more about B2BMX East, here;Register for B2BMX East to see Daniel's presentation using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

If you've spent hours looking at a stuck pipeline with the thought: "How can us as marketers do more to help accelerate this," this new episode of the B2BMX Podcast is for you. We're going back to Scottsdale to replay a session from our friends at Nexthink, titled: "The Golden Ticket: How To Build A Pipeline Acceleration Campaign."Tune in if you have that "win and lose as a team" mentality and want to do all you can to help your sales colleagues to progress and win their deals (and, let's face it, hit their bonuses).Jennifer Fields and Kaitlin Dell'Erario both work as Sr. Demand Gen Marketing Managers at Nexthink, calling themselves "Partners in Pipeline" who focus on integrated global customer upsell and new logo campaigns. In this episode, they will talk you through steps to building, learning and measuring success with pipeline progression tactics. You'll get an overview of elements to incorporate into a campaign designed to progress pipeline, including a fun direct mail campaign case study from Nexthink.Tune in now to hear:Tactics to incorporate into a pipeline acceleration campaign; How to work with internal stakeholders to ensure success; andResults from Nexthink's real-life case study “The Golden Ticket.”RELATED LINKS: Learn more about Nexthink here; Learn more about B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; and Follow us on LinkedIn and X.

The buying experience in B2B has and continues to change dramatically. Buyers are now more informed and demanding than ever before, and they expect a personalized and seamless experience from start to finish.In this episode of the B2BMX Podcast, you'll hear from ex-Googler and current VP of Revenue Marketing for DigitalOcean Steve Armenti. He took the B2BMX stage in Scottsdale earlier this year to share a new framework designed to provide buyers with a better purchasing experience. With several demand and growth leadership positions under his belt, Armenti focuses on building demand and growth teams that drive revenue. Tune in now to learn how to use ABM in a new capacity to meet the evolving needs of today's B2B buyers. Armenti will dive deep into topics such as: Aligning sales and marketing as step zero; The future of account intelligence and mapping (how gen AI accelerates this); Shifting from MQLs to MQAs; Redefining the role of lead generation;  The power of ABM in lifecycle marketing campaigns; Ai-driven personalization for account-based strategies; and A new way to measure ABM. It's time to perfect your ABM strategies for the modern B2B buyer... and reap the benefits! Don't miss Armenti's highly-rated keynote to get the ultimate ABM framework. RELATED LINKS: Connect with Steve Armenti on LinkedIn here; Learn more about B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

Account-Based Marketing has been a staple in B2B for quite some time. Yet, the practice feels newer than ever as the industry evolves. But Mason Cosby, Founder of Scrappy ABM, argues that ABM innovation has yet to reach its peak, and we're still in the early, "buzzword days," as studies show that 94% of B2B marketers are building ABM programs despite challenges in understanding what it actually means.During this episode of the B2BMX Podcast, co-hosts Klaudia and Kelly sat down with Cosby, a B2BMX alum and upcoming B2BMX East keynote speaker, to discuss the trials and tribulations of ABM, which include lack of clarity, difficulty in measuring success and a struggle in executing ABM programs effectively (just to name a few). Cosby also emphasized what it takes to scale ABM and why it's so important to validate program effectiveness and identify valuable signals within existing tools before scaling.Tune in today to hear:Why misalignment between sales and marketing teams is a major reason for ABM failure;How successful ABM programs focus on the right processes and message alignment (versus shiny new tools like AI);What it means to "stack signals" to build programming around existing signals for better engagement;How to simplify ABM programs through a modular approach; and So much more!Get these and more practical tips to perfect your ABM practices for the rest of the year!RELATED LINKS:Get the scoop on Mason Cosby's company, Scrappy ABM, here;Learn more about B2BMX East, here;Register for B2BMX East and see Mason's keynote live using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

To build strong relationships with existing customers, research shows 84% of B2B marketers are relying on content marketing. With modern customers demanding personalization, relevance and value in every post-sale interaction, even the savviest marketers struggle with developing long-term relationship-building strategies and demonstrating the ROI of retention-focused content.It's all about creating a content strategy that goes beyond the initial sale and keeps customers interested and involved throughout the entire customer lifecycle. In this episode of the B2BMX Podcast, we're kicking it back to B2BMX in Scottsdale to replay an action-packed panel discussion, featuring some of the industry's greatest minds.Hear from Jake Sanders of NinjaCat, Dana Harder of Unreal Digital Group, Jen Spencer of SmartBug Media and our very own Kelly Lindenau as they discuss the power of content in customer retention, with a focus on:How to strike the right balance between educational, informative content and cross-sell/up-sell promotions;How to think about campaign strategies and make use of it for demand throughout the entire customer lifecycle;The importance of incorporating and aligning diverse content formats with customers' preferences to maintain their interest;How to ensure that content remains relevant to changing needs and the customers' challenges, as well as the top strategies for measuring the impact of retention-focused content; and So much more! Don't miss out on hearing one of our highly rated B2BMX sessions in the comfort of your home, office or commute! RELATED LINKS: Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

There's a lot of talk around intent data and ABM, but not nearly enough real examples on how to use it. But OpenSesame's Director of Growth Marketing, Sarah Sehgal, is here to save the day. Her session at B2BMX in Scottsdale was chock full of insights to help marketers demystify intent data and transform it from a catchy concept into a toolbox of tactical strategies. In just 30 minutes, Sehgal shared five tactics almost any marketing team could activate in the next 30 days, including person-level funnel models, creating dynamic account lists, actionable dashboards and more. Tune in today to learn: Actionable Integration Techniques: How to immediately apply intent data tactics in your marketing and sales processes; Case Studies of Success: Gain insights from real-world examples demonstrating the effective use of intent data; andQuick Wins with Measurable Outcomes: Discover how to achieve quick, measurable results using intent data strategies.RELATED LINKS: Learn more about OpenSesame here.Connect with Sarah Sehgal on LinkedIn here. Catch Sehgal's interview with co-host Kelly Lindenau here.Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

All this talk about intent data is enough to get every marketer's head spinning. There's a lot to process and understand, and not enough expert commentary about how to put it into action… until now. In this episode, OpenSesame's Director of Growth Marketing, Sarah Sehgal, sat down with co-host Kelly Lindenau on the show floor at B2BMX in Scottsdale to discuss the importance of understanding different types of intent data in marketing. Sehgal shared takeaways from her presentation at B2BMX to help listeners better understand and act on intent data, suggesting that marketers can start using intent data immediately by accessing and analyzing their own data to gain insights into their customers' intentions. The duo also uncover: The importance of using intent data to personalize marketing efforts; The need to make intent data simple and actionable for marketers; andTrends around using AI-powered data to inform tactics.Tune in today to learn exactly how to better your marketing efforts with intent data! RELATED LINKS: Learn more about OpenSesame here.Connect with Sarah Sehgal on LinkedIn here. Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

In the ever-evolving world of B2B marketing, content is still king. But the generic, static content of the past will no longer resonate with the modern B2B buyer. It's time to connect with buyers on a personal level, and in this episode of the B2BMX Podcast, Unreal Digital Group's Dana Harder discussed the importance of creativity and AI-assisted content creation to maintain the unique voice and brand of the content creator. Today's episode takes us back to the B2B Marketing Exchange in Scottsdale, Ariz., where Harder sat down with co-host Kelly Lindenau on the show floor to dive into creativity, authenticity and human connection in B2B marketing. The conversation unraveled into various top-of-mind topics for content marketers, including: New and noteworthy formats to make content more accessible and engaging, including shorter, more digestible pieces and interactive content such as video and podcasts;The challenges with using AI for content creation, and how the human element can make or break AI-assisted content; How AI tools can help improve content creation for SEO and customer centricity; The importance of content audits using AI tools to inform content creation and identify gaps in a brand's content library; andMuch more! Tune in today to learn how to take your content to the next level! RELATED LINKS: Learn more about Unreal Digital Group here. Connect with Dana Harder on LinkedIn here. Check out Demand Gen Report's latest Content Preferences Survey Report here.Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

At the B2B Marketing Exchange, speakers, experts, attendees and even staff have always emphasized the fact that "B2B doesn't have to be boring." And time and time again, our community has proven that B2B marketing can be fun, creative, and authentic. Of course, there are various challenges surrounding creativity in B2B, but during this conversation between host Kelly Lindenau and NinjaCat's Jake Sanders, it's clear that these challenges are nothing data and better buyer insights can't help to resolve. On the show floor at B2BMX in Scottsdale earlier this year, Lindenau and Sanders emphasized the need to connect creative ideas with the audience to generate demand and use data to inform marketing strategies to build relationships with future customers. Sanders put a spotlight on the "product perception paradox," and how products are perceived differently by different people, despite consistent experiences. The duo also discussed: How to generate greater marketing insights through customer conversations; The importance of understanding customers' pain points and dreams through direct feedback; Challenges around the product perception paradox and how managing and analyzing large amounts of data from various sources can be difficult; Data management and its importance in marketing; andSo much more! Make sure you tune into this lively conversation for tons of content inspiration!Learn more about NinjaCat here; See Jake Sanders' Killer Content Award-winning musical here;Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

As the newly appointed President of Pipeline 360, a provider of B2B demand gen tools, Tony Uphoff is keeping busy bringing the company's future plans and strategies to life. Hosts Klaudia Tirico and Kelly Lindenau had a chance to catch up with Tony at the B2B Marketing Exchange in Scottsdale earlier this year to learn about the company's future endeavors. In this episode, Tony, Kelly and Klaudia talk shop about the challenges of managing the complex landscape of B2B marketing technology, including the gap between sales and marketing expectations, the growing discontent among marketers with technology and the need for high-quality, scalable and compliant demand generation.The trio also dives into new research that highlights 80% of B2B marketers are prioritizing lead generation, yet only half can meet their pipeline goals. Tony shares his insights on why that is, and discusses:Why marketers want outcomes, not platforms, which can spark technology burnout; How a data-driven approach is necessary to understand customer needs; Why content and intent data are crucial for resonating with independent buyers; andMuch more! This is the only place to listen to thought-provoking conversations from the B2BMX show floor... be sure to tune in! RELATED LINKS: Learn more about Pipeline 360 here.Read more about “The State of Pipeline Growth” here.Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

When we think of Taylor Swift, we can't help but realize how much she has pushed the envelope and evolved creatively to please her audience. She knows how to take risks and experiment, and in this episode of the B2BMX Podcast, Forrester's VP, Principal Analyst Phyllis Davidson encourages marketers to follow suit. Experimentation is the key word here; without it, the tune of content and campaigns can quickly fall flat. According to Phyllis, experimenting with content personalization is critical to improving the customer experience. During their conversation on the show floor at the B2B Marketing Exchange in Scottsdale, co-host Kelly Lindenau and Phyllis dive into all things content strategy and operations, including: The impact of generative AI on B2B strategies; Why content intelligence is the next step beyond content measurement; The role data plays in content intelligence, serving as the foundation for insights and actionable recommendations; The importance of understanding audience needs and preferences to create effective content; andSo much more!Tune in now to get all the tips and tricks you need to take your content strategy to the next level!RELATED LINKS: Learn more about Phyllis Davidson here.Read up on the latest trends in content from Forrester here and here.Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

The B2B Marketing Exchange Podcast is back for Season 10, and hosts Klaudia Tirico and Kelly Lindenau are excited to get back on the mic to celebrate this milestone. To kick off the season, Klaudia sat down with Pam Didner, B2B marketing consultant, author, speaker and #B2BMX veteran, on the show floor in Scottsdale, Ariz. to talk all things go-to-market (GTM) strategy. Pam Dider hosted a lively Workshop at B2BMX in Scottsdale to provide attendees with the tools they need to develop a winning GTM strategy. During the conversation, Pam shared key takeaways from her session, emphasizing how critical it is to align product, sales and marketing teams by setting clear and specific objectives from the jump. The two also dove into key objectives such as: The critical role of content in GTM planning; The importance of delivering tailored content formats on the channels your audience frequents most; How to determine GTM objectives, timelines and goals that the whole team can rally around; andHow to get started with AI. Don't miss this lively, fun and thought-provoking conversation!RELATED LINKS: Learn more about Pam Didner here;Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

We're wrapping up Season 9 of the B2BMX Podcast today, with a very special replay from our friends at Forrester. During the B2B Sales & Marketing Exchange, Principal Analyst John Arnold took the keynote stage to share how B2B organizations can turbocharge their growth engines in today's economy. It's no secret that 2023 was a rough year for B2B marketing and sales professionals, and these struggles may or may not have bled into 2024. Layoffs, budget cuts and a heavy “do more with less” mentality — not to mention changing buyer behaviors, economic uncertainty and fierce competition — had marketers heads spinning. But according to Arnold, a better revenue engine won't be enough to grow your B2B organization. In this episode, Arnold will outline three ways B2B orgs can fuel growth in economic downturn, including: Focusing on the value realization gap;Aligning the right teams around buyer value; andThe effective adoption of emerging technology. Tune in to learn how to get your revenue engine fueled up and running smoothly. Be sure to catch up on all the episodes from Season 9 before we kick off Season 10 later this year! RELATED LINKS: Learn more about John Arnold here.Learn more about Forrester here. Follow us on LinkedIn and Twitter.Register for the B2B Marketing Exchange in Scottsdale, Ariz. (It's not too late!)

We're just days away from the 2024 B2B Marketing Exchange and the team is buzzing around to put the icing on the event planning cake. To get our B2B community hyped for the event, co-host Klaudia Tirico chatted with a first-time speaker and new member of the B2BMX family Kate DiLeo. Kate is a brand strategist, consulting, speaker and all around super woman who has built the ultimate formula for building a winning brand pitch. She believes that "brand is the path of least resistance to revenue" and works with companies to create a brand that positively impacts the bottom line. In this special B2BMX preview episode, Klaudia and Kate chat about all things — you guessed it — BRAND! Specifically, they discuss the ins and outs of Kate's "Brand Trifecta," a specific set of statements that are key to a brand pitch. Other topics of discussion include: The brand versus demand debate; How marketers can strike the right balance between brand and demand and what it takes from the brand side; The criteria for a solid brand team; Why it's not a sales and marketing issue, but a brand issue; and Sneak peeks into Kate's upcoming Workshop and Breakout session at B2BMX! RELATED LINKS: Learn more about Kate DiLeo here. Get your copy of Kate's book "Muting The Megaphone" here.Follow us on LinkedIn and Twitter.Register for the B2B Marketing Exchange in Scottsdale, Ariz. (It's not too late!)

Customer expectations are constantly evolving and that means, no matter what your title or job description is, it's critical to view business problems through a customer lens to ensure your buyers and customers remember your organization as one that makes an impact. This week's episode of the B2BMX Podcast is all about customer experience, and co-host Kelly Lindenau sat down with the experience maker himself, Dan Gingiss, to pick his brain on how he helps companies create remarkable experiences that fuel word-of-mouth marketing and beyond. Gingiss will be taking the keynote stage at the B2B Marketing Exchange in Scottsdale, Ariz. in just a few weeks to educate the audience on how they can become experience makers in their own right. There's no one more fitting to talk about customer experience than Gingiss. He is an international keynote speaker and business coach with 20 years of experience in customer experience, marketing, social media and customer service. He held leadership positions at McDonald's, Discover and Humana, and authored two books ("The Experience Maker: How To Create Remarkable Experiences That Your Customers Can't Wait To Share" and "Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media"). He was also the co-host of the award-winning “Experience This!” podcast. Tune into this lively conversation to get a sneak peek into Gingiss' keynote at B2BMX and learn more about:How to be the experience maker at your organization; The evolution of customer expectations and what it means for marketers; How customer experience varies for B2B and B2C audience, and where the lines blur; Which aspects of customer experience are overrated; and Much more!RELATED LINKS: Learn more about Dan Gingiss here.Get your copy of Gingiss' book “The Experience Maker: How To Create Remarkable Experiences That Your Customers Can't Wait To Share.”Follow us on LinkedIn and Twitter.Register for the B2B Marketing Exchange in Scottsdale, Ariz. (It's not too late!) 

Let's face it, your B2B company is not really a household name…yet. Unlike, say, Doritos, your logo likely wouldn't get recognized if it came without the title of your company; and that's OK! But according to MNTN's VP of Marketing Ali Haeri and Pluralsight's Sr. Director of Marketing Koji Takagi, doubling down and digging deeper into your lower funnel strategies won't cut it (and burn budgets). Long story short: We can do better. During this candid fireside chat at the 2023 B2B Sales & Marketing Exchange, Haeri and Takagi shared their perspective on how to better generate demand, reach your addressable market and focus on understanding the incentives and objectives of the entire go-to-market team. More hot takes include how to: Attract qualified hand raisers with demand efforts; Identify characteristics of audiences across channels;Fit retargeting into the bigger picture of your marketing strategy; Use Connected TV in your targeting and retargeting efforts; andGet internal teams to care about brand building. Haeri and Takagi did not hold back during this conversation. Tune in now to get their contrarian take on lower funnel B2B marketing.RELATED LINKS: Learn more about Pluralsight here. Get the scoop on all things Connected TV here. Follow us on LinkedIn and Twitter.Register for the B2B Marketing Exchange in Scottsdale, Ariz. (It's not too late!) 

The challenges of sales and marketing alignment are a tale as old as time. While research shows the gap is closing, many organizations have yet to master the art of cross-organizational alignment and collaboration. But what if we told you there are a few simple things you can do to work in better harmony with your fellow customer-focused marketers, sales reps and everyone in between? During an interview on the show floor of the 2023 B2B Sales & Marketing Exchange in Boston, Mass., host Kelly Lindenau sat down with Courtney Beasley, a long-time B2B marketer and Founder of cobe marketing, a Fractional CMO provider for B2B companies and startups, to pick her brain on sales and marketing alignment, as well as ABM and the intersection of the two. Beasley is a longtime member of the Demand Gen Report and B2BMX community with a solid resume of VP and C-level marketing roles under her belt at companies such as Walker Sands, United Way of Greenville County and FUEL for brands. She brings 15 years of experience helping companies develop a brand that resonates and fuels customer interest. During the interview, Beasley shares:How there is often a break in trust and communication patterns, resulting in poor alignment across organizations; Why the first thing to fix is the "relationship building" aspect of alignment; Why there is no better way to align items than through ABM; The key characteristics of successful ABM programs; How to identify and define the right ABM strategy for your organization; andMuch more.Tune into this candid and fun interview to get quick and easy tips toward true alignment. RELATED LINKS: Learn more about Courtney Beasley and cobe marketing here. Follow us on LinkedIn and Twitter.Register for the B2B Marketing Exchange in Scottsdale, Ariz. (It's not too late!) 

It's a turbulent time to be a CRO: Revenue leaders are tasked with uncovering new revenue opportunities and confronting the realities of implementing these strategies in today's competitive market. With that in mind, it's vital to have valuable insights and practical tips for finding success.This session replay from the B2B Sales & Marketing Exchange shares insights from the best in B2B, which includes an esteemed panel from companies such as OutSystems, TechnologyAdvice and Pickit. The speakers tackled tons of CRO and revenue-facing priorities and challenges, such as: Tools and tactics to better engage buyers;The critical role of data and insights in understanding buying behaviors and patterns; The importance of people and processes behind the technology tools; and Steps to improve pipeline performance at critical stages.Tune in now to learn tips, tricks and receive advice from CRO experts!RELATED LINKSFollow us on LinkedIn and Twitter.Register now for the B2B Marketing Exchange!

The Women in Revenue movement is a powerful initiative to unite dynamic women from various B2B industries who play vital roles in revenue generation. The platform serves as a beacon, illuminating the significant contributions of women in B2B and empowering them to reach new heights.In this interview on the show floor of last year's B2B Sales & Marketing Exchange, hosts Klaudia and Kelly chat with Hana Jacover, a Leadership Coach and Board Member of Women in Revenue. They share experiences and tips to help allies learn from one another in our journey toward creating a more balanced and fair business landscape.Tune in to learn about: The top challenges facing women in revenue roles;How allies can help by understanding the issues, being mentors in a partnership approach, and speaking up about important issues like pay equity; andThe new Speakers Bureau initiative from Women in Revenue, which aims to get more women's voices and stories heard through speaking opportunities.RELATED LINKSConnect with Hana here!Learn more about the Women In Revenue Speakers Bureau here.Listen to Hana's presentation here.Follow us on LinkedIn and Twitter.Register now for the B2B Marketing Exchange!

Every step of the marketing journey presents unique obstacles and opportunities, whether it's building brand awareness or generating high-quality leads. With those challenges in mind, the biggest concern for marketers is how they can overcome those difficulties to grow and scale their company at the same time.The latest episode of the B2BMX Podcast highlights a great discussion from the B2B Sales & Marketing Exchange show floor between Nirosha Methananda, Chief Marketing Maven of Sati Marketing, and hosts Klaudia Tirico and Kelly Lindenau. Throughout the discussion, the trio chatted with Methananda about scaling a B2B marketing program for company growth. Specifically, they touched upon:The importance of understanding the business's needs and key stakeholders' priorities to align marketing strategy;How to select marketing technologies based on a company's maturity;Why early-stage companies should focus on functions like brand, demand generation and product marketing; andHow to communicate the value and impact of marketing through the right metrics and storytelling to different audiences.RELATED LINKSConnect with Nirosha here!Learn more about Sati Marketing.Follow us on LinkedIn and Twitter.Register now for the B2B Marketing Exchange!

Every step of the marketing journey presents unique obstacles and opportunities, whether it's building brand awareness or generating high-quality leads. With those challenges in mind, the biggest concern for marketers is how they can overcome those difficulties to grow and scale their company at the same time.The latest episode of the B2BMX Podcast highlights a great discussion from the B2B Sales & Marketing Exchange show floor between Nirosha Methananda, Chief Marketing Maven of Sati Marketing, and hosts Klaudia Tirico and Kelly Lindenau. Throughout the discussion, the trio chatted with Methananda about scaling a B2B marketing program for company growth. Specifically, they touched upon: The importance of understanding the business's needs and key stakeholders' priorities to align marketing strategy; How to select marketing technologies based on a company's maturity; Why early-stage companies should focus on functions like brand, demand generation and product marketing; and How to communicate the value and impact of marketing through the right metrics and storytelling to different audiences. RELATED LINKS Connect with Nirosha here! Learn more about Sati Marketing. Follow us on LinkedIn and Twitter. Register now for the B2B Marketing Exchange!

In today's episode, Hosts Klaudia Tirico and Kelly Lindenau roll the tape of a B2B Sales & Marketing Exchange session hosted by Nirosha Methananda, former Head of Marketing for companies like Influ2 and Bombora and now the Chief Marketing Maven for Sati Marketing. The presentation explored key strategies and insights from industry experts that empowers listeners to take their B2B marketing to new heights.Methanada highlighted the importance of having a marketing strategy that aligns with business goals and even helps marketers understand how to get buy-in from other departments. She also touched on how to prioritize building different marketing functions and shared some tips on how to build a marketing team. Specifically, she outlined: Factors to consider when selecting marketing technology and tools, such as needs, resources and ability to scale; The importance of measuring marketing metrics that are relevant to business goals like ROI and driving recurring revenue; and How to connect every marketing role and program to ROI to demonstrate value. RELATED LINKS Connect with Nirosha here! Learn more about Sati Marketing. Follow us on LinkedIn and Twitter. Register now for the B2B Marketing Exchange!

Marketers are constantly looking out for ways to scale their efforts and achieve more with less.  However, this is challenging in today's saturated market, where consumers are bombarded with messages from all directions. In today's episode, Hosts Klaudia Tirico and Kelly Lindenau replay a session hosted by Elle Woulfe, SVP of Global Marketing at Formstack. Throughout her presentation, Woulfe uncovered how practitioners can skillfully navigate the hurdles of rapid marketing transformation, even with limited resources. With an ingenious squad structure and a sharp focus on marketing objectives, she unveiled the secrets behind Formstack's impressive growth across all the company's KPIs.Tune in to learn about how: Breaking teams into focused squads focused on specific metrics helps organize work and create accountability; Standardizing processes and collapsing duplicate efforts extracts more value from existing work; Synchronizing communication and keeping work visible help smaller teams work efficiently together; and Verticalizing marketing efforts where the business sees success can help double down on wins. RELATED LINKS Connect with Elle here! Learn more about Formstack. Follow us on LinkedIn and Twitter. Register now for the B2B Marketing Exchange!

Marketers might not know it, but their segmentation and persona strategies might be hurting them. The urgency of customer needs should drive segmentation strategies, but most companies take a flawed, inside-out approach that obscures accurate signals in buyer behavior.In today's episode, Hosts Klaudia Tirico and Kelly Lindenau replay Neil Baron's session from the B2B Sales & Marketing Exchange. As Managing Director of Baron Strategic Partners and a contributor to Harvard Business Review, Baron shares hard-won lessons and stories from his experiences working with top companies on their segmentation and persona strategies. Throughout his session, he revealed common pitfalls in customer segmentation that stifle revenue growth while providing his proven framework to segment and target customers more effectively.Tune in to learn about: Baron's personal experience with poor B2B market segmentation and its consequences; Marketing and sales strategies for addressing urgent buyer needs; and Effective segmentation strategies that put customer expectations first. RELATED LINKS Connect with Neil here! Read Neil's work in Harvard Business Review. Follow us on LinkedIn and Twitter. Register now for the B2B Marketing Exchange!

Standing out from the crowd is essential in B2B marketing, but it's difficult to truly connect with customers on a deeper level. By harnessing the power of storytelling and crafting compelling narratives, marketers can create memorable and relatable moments with lasting impact on their target audience.In this episode of the B2B Marketing Exchange Podcast, Host Kelly Lindenau interviews Jeanne Kirby, VP of Marketing at full service marketing and communications agency Inviso Corporation, from the show floor at #B2BSMX. The pair explore the art of crafting compelling stories and discover how it can help B2B marketers forge stronger connections with their customers.Tune in to learn: Why you should prioritize storytelling; How to stay close to customers through your content creation; and Where AI fits into the grand scheme of creating compelling stories. RELATED LINKS Connect with Jeanne here! Learn more about Inviso Corporation. Follow us on LinkedIn and Twitter. Register now for the B2B Marketing Exchange!

In a world filled with endless content and fleeting attention spans, captivating your audience has become more challenging than ever. But fear not, for AI is here to revolutionize the way we approach storytelling in marketing. By leveraging cutting-edge technologies, AI can unlock a world of creativity, personalization and immersive experiences that will captivate your audience like never before.During this episode, we're listening back to a session presented by Jeanne Kirby, VP of full service marketing and communications agency Inviso Corporation. She discussed how stories are more memorable than facts and statistics, and how AI can help you find the right stories to tell. Tune in to: Hear examples of how telling stories about personal experiences or customers can help form connections; Get tips for how to craft effective marketing stories, such as finding a relatable hook, using video and AI, keeping the message simple and evoking emotions; and Learn why storytelling is a powerful way for businesses to engage customers and generate sales. RELATED LINKS Connect with Jeanne here! Learn more about Inviso. Follow us on LinkedIn and Twitter! Register now for the B2B Marketing Exchange!

In the keynote session at the 2023 B2B Sales & Marketing Exchange this past August, industry thought leader and author Rodrick Jefferson dove into the profound significance of consistency, collaboration and success, emphasizing their role in driving business growth and customer satisfaction. During this episode, we're going back to Boston to listen in on Roderick's session. Throughout his presentation, he showed attendees how they can embark on a journey to unlock the true potential of sales enablement and revolutionize their organization's approach to sales.Tune in to learn how to: Personalize the customer experience by focusing on helping customers rather than just selling; Use AI to improve processes like lead scoring, content generation and role playing; Measure outcomes and high-value activities rather than just activities; Align business functions by bringing them together regularly to ensure everyone is on the same page; Continually iterate sales processes, playbooks and strategies based on customer feedback; and Speak the language of each business function to partner with them effectively. RELATED LINKS Connect with Rodrick here! Learn more about Rodrick Jefferson. Follow us on LinkedIn and Twitter! Register now for the B2B Marketing Exchange!

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!

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 & 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!

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!

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 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!

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!