B2B Revenue Leaders

In the final episode of the year, Dustin Tysick, VP of Revenue at Testimonial Hero, presents a 10-minute masterclass on mastering the art of selling through video testimonials. He shares a step-by-step guide on how to create authentic customer stories that resonate with buyers, build trust, and drive sales success. Whether you're looking to capture attention, engage prospects, or close deals, Dustin reveals how to use video testimonials effectively at every stage of the sales funnel. Key takeaways include: crafting short, impactful top-of-funnel videos to grab attention, structuring mid-funnel testimonials to showcase real customer results, creating bottom-funnel content to crush objections, and integrating video and written testimonials for maximum impact. Dustin also explains how to distribute and measure testimonials to ensure they drive results for your business. You can reach out to Dustin via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Testimonial Hero's website to learn more about their work.

In this episode, Dustin sits down with Nikita Bykadarov, co-founder of Maildoso, to break down the ultimate blueprint for B2B email deliverability. They explore how improving email outreach strategies can maximize response rates and drive success in cold email campaigns. Nikita shares his journey of building Maildoso and how solving his own deliverability challenges led to the creation of a platform that empowers businesses to scale their outbound efforts effectively. Key takeaways include: the importance of refreshing email copy regularly, using plain text emails to avoid spam filters, leveraging spintax to extend campaign performance, and crafting offers that resonate with recipients to boost reply rates. Connect with Nikita on LinkedIn for more insights on email deliverability, and explore how Maildoso's innovative tools can transform your email campaigns by visiting their website.

..In this episode, discover the secrets to running a profitable agency as Dustin interviews Marcel Petitpas, CEO of Parakeeto and a leading expert in agency operations. They uncover the biggest hurdles agencies face when scaling and provide actionable strategies to optimize pricing and boost profitability. Marcel's insights are perfect for anyone looking to transform their agency into a sustainable and thriving business. Key takeaways include mastering the "Agency Pricing Quadrant" to select the right pricing models, ensuring healthy direct delivery margins to avoid cash flow issues, and tracking essential metrics like gross margins for financial clarity. Marcel also dives into practical tips for managing cash reserves, scaling teams efficiently, and maintaining profitability even in competitive markets. This episode is packed with proven strategies to help you overcome challenges and build an agency that not only grows but thrives financially. If you're ready to take your agency's profitability to the next level, watch this video now! Connect with Marcel on LinkedIn for more insights, and grab Parakeeto's free toolkit to start improving your agency's financial health today. Pricing Quadrant Free Toolkit Course New Book

This week, Dustin welcomes Emir Atli, Co-Founder and CRO at HockeyStack, to explore the future of B2B marketing. They discuss why attribution is becoming obsolete, the power of signal-based sales strategies, and key tactics in influencer marketing. Emir shares the importance of understanding buyer journeys, the evolving landscape of demand generation, and HockeyStack's innovative ABM and sales intelligence tools. If you have any questions or thoughts, you can reach out to Emir through LinkedIn. Also, check out HockeyStack's website to learn more about their work.

In this episode, learn how to make B2B sales videos that actually convert as Dustin interviews Chris Bogue, a video expert and improv comedian. They discuss the crucial role of video in B2B sales, diving into why many sales professionals overlook its potential and sharing actionable strategies to create videos that convert potential prospects into clients. Chris highlights the importance of capturing attention in the first 3 seconds and establishing an early connection to quickly drive conversions. Key takeaways include mastering the art of concise videos lasting 30 to 45 seconds, understanding the nuances between video prospecting and social media content, and focusing on relatable messaging. Chris also addresses common fears about being on camera and provides practical tips to help viewers embrace authenticity in their outreach efforts. By integrating vulnerability and simplicity into video messages, you can foster genuine connections that enhance communication effectiveness throughout the sales process. Connect with Chris on LinkedIn for more insights into video strategy and discover how he can help master your video skills to improve your outreach success.

In this episode, Dustin interviews Kris Rudeegraap, Co-CEO and Co-Founder of Sendoso, to discuss the innovative role of gifting in B2B sales. They explore how personalized gifting can enhance customer engagement and drive sales effectiveness beyond traditional outreach methods. Kris shares his insights on leveraging automation and AI to streamline sales processes, allowing teams to focus on high-value interactions while reducing manual tasks. Key takeaways include: understanding the importance of hyper-personalization in gifting, utilizing automation tools like Clay to enhance SDR productivity, and implementing strategic gifting approaches that align with buyer intent to create meaningful connections. Connect with Kris Rudeegraap on LinkedIn for more insights on modern sales strategies and discover how Sendoso can revolutionize your gifting approach by visiting their website.

In this episode, Dustin interviews Ryan Paul Gibson, Founder of Content Lift, to explore the art and science of customer research in B2B. They dive into the essential strategies for conducting effective customer research that goes beyond basic sales calls and surveys. Ryan shares his expertise in understanding buyer psychology, overcoming common research challenges, and reaching actionable insights that truly impact business decisions. Key takeaways include understanding the stages of buyer intent, identifying critical buying triggers, gathering in-depth qualitative insights, and implementing research findings to improve marketing and sales strategies. Connect with Ryan on LinkedIn for more insights on customer research and marketing. Learn how Content Lift can support your business in understanding your customers better by visiting their website.

In this episode, Dustin sits down with Scott Marker, a seasoned expert in B2B sales, Founder of MCA², and author of Broken: How To Fix B2B Sales, Drive Profitable Growth & Win. Together, they dive deep into the world of B2B sales, starting with why sales is broken, and exploring how companies can redefine strategies to avoid costly errors. Scott shares insights from his extensive experience, emphasizing the importance of Customer-Centric Compensation, building trust with clients, and the evolving landscape of AI vs. Sales Professionals & Outbound. They also discuss How to Use AI Tools like ChatGPT effectively in sales. Key takeaways cover actionable approaches to avoid expensive sales mistakes, foster meaningful client relationships, and implement scalable strategies for sustained growth. You can reach out to Scott via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out MCA²'s website to learn more about their work.

In this episode, Dustin Tysick and Sean Lane, founding partner at BeaconGTM, explore the essentials of Revenue Operations (RevOps). Discussing the ideal timing and mindset for implementing RevOps, they highlight key traits for early hires and share practical advice on building scalable revenue processes. Learn from Sean's hyper-growth experience at Drift, understand the importance of operating rhythms, and discover how to align marketing, sales, and customer success teams effectively. Tune in for insights drawn from over 50 operators and actionable tips from Sean's book. You can reach out to Sean via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out BeaconGTM's website and Sean's book to learn more about their work.

In this episode, we welcome Gwen Lafage, VP Marketing, Global Brand and Content at Sinch, to discuss all things brand. Gwen shares her definition of brand as reputation and perception, explaining why it's crucial for companies to have a strong and brave brand to stand out. The discussion covers the challenges of measuring brand impact for smaller tech companies, strategies for establishing a unique brand voice, and the importance of consistency and repetition. They also touch on the balance between short-term marketing wins and long-term brand building, and how companies can tackle brand positioning in a new category. You can reach out to Gwen via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Sinch's website to learn more about their work.

This week, Naomi Soman, Senior Copywriter at Similarweb, joins Dustin to discuss the importance of balancing creativity and strategy in Marketing and why understanding your target audience and their journey is crucial for developing effective campaigns. Naomi shares a lot of knowledge around creating practical personas that focus on pain points rather than demographics, and highlights the need for continuous testing and research. They also touch on the importance of clear differentiation in competitive markets and offer tips on aligning marketing, sales, and customer success teams around a unified message. If you have any questions or thoughts, you can reach out to Naomi through LinkedIn. Also, check out Similarweb's website to learn more about their work.

In this episode, Derek Gerber, Director of Growth B2B Marketing at Power Digital Marketing, joins the show to discuss the most common mistakes SaaS companies make, such as over-engineering solutions and neglecting content strategy. He goes deep into the key factor of creating high-quality content and maintaining a holistic, data-driven strategy for successful marketing campaigns. He and Dustin also cover the evolving ad landscape, the role of AI in content creation, and how to best allocate budgets across channels like Google and LinkedIn. Finally, Derek shares his thoughts on the importance of understanding company culture, brand sentiment, and setting realistic expectations for growth. If you have any questions or thoughts, you can reach out to Derek through LinkedIn. Also, check out Power's website to learn more about their work.

Christine Göös, Head of Marketing at The Shelf, joins Dustin to discuss the evolving landscape of influencer marketing and the creator economy in the B2B space. They go in detail into the convergence of B2B and B2C tactics, the challenges faced by C-suite executives in adapting to new marketing strategies, and the potential of creator marketing as the next frontier for brand awareness and conversions. As an extra tip, Christine also shares insights on integrating AI in content creation and storytelling. You can reach out to Christine via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out The Shelf's website to learn more about their work.

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

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

Georgiana Laudi, Co-Founder & CEO at Forget The Funnel, joins Dustin on this week's episode to discuss the concept of customer-led growth. They delve into the importance of understanding your best customers, optimizing customer experiences, and how focusing on the right customer segments can drive growth without increasing marketing spend. She also shares insights on the jobs to be done methodology and provides real-world examples to illustrate how companies can achieve higher ROI by enhancing the post-acquisition customer experience. Tune in to learn actionable strategies for leveraging customer insights to drive sustainable growth. You can reach out to Georgiana via her LinkedIn profile if you have any questions or insights on the topics discussed today. Check out Forget The Funnel's website and book to learn more about what they do, and you can also listen to their podcast.

In this episode, Dustin chats with Ryan Doyle, Chief Vibes Officer & Advisor at Sales.co, to discuss the intricacies of cold email marketing and sales outsourcing. They explore why prematurely outsourcing your outbound sales motion can be detrimental, the importance of customer research, and they share practical insights from running successful campaigns. Ryan emphasizes the importance of founders being involved in early sales efforts, crafting personalized messages, and gathering qualitative feedback. For businesses scaling, they delve into strategies for effective outbound approaches and the evolving role of SDR teams in the age of AI and automation. You can reach out to Ryan via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Sales.co's and Ryan's websites to learn more about their work.

Sarah Reece, Director of Demand Generation at Orum, joins Dustin on this week's episode to discuss why you should focus on revenue over leads. They dive into the intricacies of balancing brand awareness and demand creation, the challenges of aligning marketing and sales efforts, and the innovative strategies she's implementing at Orum. You can reach out to Sarah via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Orum's website to learn more about their work.

This week, Dustin chats with Tim Hillison, Founder and Chief Marketing Officer at Entry Point 1, about the 3P's framework for achieving market fit: problem market fit, product market fit, and platform market fit. They discuss the importance of understanding customer problems, developing effective products, and moving towards offering integrated solutions. Tim emphasizes the importance of alignment and communication among different departments in a company's go-to-market strategy. He also discusses the role of partner-led growth and the need for a strong point of view in marketing. You can reach out to Tim via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Entry Point 1's website to learn more about their work and take their GTM assessment.

Ashleigh Early, CEO at Other Side of Sales Consulting, joins Dustin on this week's episode to discuss the critical topic of how to treat salespeople and why it truly matters. She explores the significance of treating salespeople with respect and care, the impact of realistic quota setting, and the challenges posed by venture capital culture. Ashley underscores the necessity of aligning values with company culture, doing thorough research on prospective employers, and the importance of transparent communication in the recruitment process. You can reach out to Ashleigh via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Other Side of Sales Consulting's page to learn more about their work.

This week, Dustin chats with Gianna Scorsone, Co-Founder and Chief Operating Officer at ChampionHQ, about the concept of “Customer Marketing 3.0.” They delve into its evolving role, the importance of tracking and attribution, and why it often gets overlooked during budget cuts. Gianna shares insights on integrating customer marketing with customer success to boost NRR and explores how AI can streamline the process. If you have any questions or thoughts, you can reach out to Gianna through LinkedIn. Also, check out ChampionHQ's website to learn more about their work.

Talia Wolf, Founder and CEO of Getuplift, joins Dustin on this week's episode to discuss the importance of using emotion in copywriting and conversion optimization. She explains that understanding how people make decisions and the emotions that drive those decisions is crucial for effective conversion optimization. She also discusses the balance between repetition and depth in messaging and the importance of a customer-centric approach. Talia concludes by addressing the role of AI in copywriting and conversion optimization, noting that while AI can assist in the process, it is the human touch and understanding of emotions that truly sets businesses apart. You can reach out to Talia via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Getuplift's website to learn more about their work.

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

In this episode, Mason Cosby, Founder of Scrappy ABM, joins Dustin to talk about the different types of podcasts and how to measure their success. They explore the idea of content engines, account-based podcasts, and public figure podcasts. Mason provides insights on structuring content, curating thought leadership, and using podcasts as sales enablement tools. They also discuss common mistakes companies make when starting a podcast and share practical tips on repurposing existing content. If you have any questions or thoughts, you can reach out to Mason through LinkedIn. Also, check out Scrappy ABM's website and podcast to learn more about their work.

AJ Bruno, Co-Founder & CEO at QuotaPath, joins Dustin in this episode to explain why starting a new software company in the current environment is challenging. They discuss the rapid changes in marketing, sales, product engineering, and the complexities of today's world, including the role of AI and venture capital. AJ shares insights on the evolution of sales tech, the importance of simple and effective compensation plans, and the necessity of adapting to ongoing technological advances. Tune in to learn how AJ navigates these challenges and what strategies QuotaPath employs to stay ahead. If you have any questions or thoughts, you can reach out to AJ through LinkedIn. Also, check out QuotaPath's website to learn more about their work.

In this episode, Dustin welcomes Julia Winn, Head of Marketing at Air Traffic Control, to discuss the intricacies of aligning sales and marketing teams. They explore where the alignment often goes wrong versus where it can excel, emphasizing the importance of dropping egos and focusing on collaboration. Julia shares her experiences, both good and bad, with alignment and talks about effective strategies, such as avoiding over-reliance on outbound efforts and ensuring cohesive communication between teams. You can reach out to Julia via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Air Traffic Control's website to learn more about their work.

Jordan Scheltgen, Founder & CEO at Cave., joins Dustin on this week's episode to chat about the content commodity trap, the challenges of content creation and the importance of original content. They also discuss the current role of personal branding, the need for a strategic approach to content creation, and the challenges of measuring marketing ROI. If you have any questions or thoughts, you can reach out to Jordan through LinkedIn. Also, check out Cave's website to learn more about their work.

Kevin White, Head of Marketing at Common Room, joins Dustin on this week's episode to talk about the role of AI in the world of SDRs. They explore the impact of AI on SDRs, how to use signals instead of intent, and the future of SDR organizations. The conversation delves into the balance between AI automation and human intervention, the use of signals for personalized outreach, and the evolving role of SDRs in the modern marketing landscape. You can reach out to Kevin via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Common Room's website to learn more about their work.

This week, Dustin chats with Ollie Whitfield, a demand generation leader, all about webinars. They discuss the common mistakes made in webinars and how to improve them, the importance of creating engaging and valuable content, and the pros and cons of live webinars versus on-demand distribution. Ollie shares strategies for keeping attendees engaged and interested after the webinar, and they also explore different webinar formats, including panel discussions and debate-style formats. You can reach out to Ollie via his LinkedIn profile if you have any questions or insights on the topics discussed today.

Victoria Sakal, Head of Growth at Wonder, joins Dustin on this week's episode to chat about lowercase r research. It refers to smart and informed research that professionals can conduct using various tools and solutions, and it's less time-consuming and costly than traditional big R research. She emphasizes the importance of ongoing research and ad hoc projects to gather insights and make informed decisions. Victoria shares the key components of a research framework, including internal data, primary and secondary research, and external sources. She finally highlights the importance of objectivity in research and suggests using a combination of qualitative and quantitative methods. You can reach out to Victoria via her LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Wonder's website to learn more about their work and find a summary of helpful mindset shifts for building a more agile, always-on research engine.

This week, Dustin chats with Jacco van der Kooij, Founder of Winning by Design, to discuss the concept of a revenue factory and how companies can operate efficiently to achieve growth. They explore the shift from a 'grow at all costs' mindset to a focus on efficiency and the importance of frameworks in achieving disciplined execution. They also chat about the role of marketers in supporting sellers and the need for sellers to diagnose customer problems rather than focusing on selling. They conclude with insights on building trust with customers and the importance of practice and repetition in sales. If you have any questions or thoughts, you can reach out to Jacco through LinkedIn. Also, check out Winning by Design's website to learn more about their work, and Jacco's new book “Revenue Architecture”.

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

Joe Kevens, Director of Demand Generation at PartnerStack and Founder at B2B SaaS Reviews, joins Dustin on this week's episode to discuss the role of reviews in the software buying process. They explore the limitations of peer communities for software buying advice and the issues with review sites, such as inflated ratings and lack of authenticity. They also share strategies for buyers to effectively ingest reviews, including filtering for certain star ratings and finding in-depth reviews. Joe shares his thoughts on the future of review sites and the potential for personalized recommendations. They also touch on the importance of building trust through various forms of social proof, such as testimonials, case studies, and customer stories. You can reach out to Joe via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out PartnerStack's website to learn more about their work and B2B SaaS Reviews to help you get the most from user reviews.

This week, we have a repost of Dustin's chat with Anthony Pierri from FletchPMM about all things product marketing. Anthony gives his take on why the common advice of leading with benefits isn't always correct and why people care about features. They also discuss why category creation usually isn't the right path and why you should instead focus on differentiating within an existing category. The key takeaway is that simple, specific, differentiated messaging and positioning is the way to go. If you have any questions or thoughts, you can reach out to Anthony through ⁠LinkedIn⁠. Also, check out ⁠FletchPMM's website⁠ to learn more about their work.

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

Ed Lynes, Managing Partner at Woden, joins Dustin on this week's episode to talk all about strategic narratives in business. Ed and Dustin discuss the importance of building a strategic narrative and how it can tie together a company's go-to-market efforts. Ed explains that while sales and marketing tactics may have changed over time, the fundamentals remain the same. He emphasizes the need to anchor the strategic narrative in the company's purpose and align it with the perspectives and needs of different buyer personas. Finally, they discuss the structure of a strategic narrative and the importance of pattern interrupts to engage and empower the audience. You can reach out to Ed via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Woden's website to learn more about their work.

Heather Jacoby, Senior Creative Producer at Testimonial Hero, joins Dustin on this week's episode to talk about the craft of conducting meaningful interviews. She discusses the power of transformative interviews and how they can create safe and comfortable spaces for the interviewee. Heather also emphasizes the importance of curiosity and genuine interest in learning during interviews. She provides tips on adapting to different personalities and energy levels, and her process of writing interview questions. She also shares her favorite interview question and the power of high-impact questions.

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

Eric Konovalov, Founder of The Goal Guide, joins Dustin on this week's episode to deep dive into personality types and how they impact the sales process. Eric explains the characteristics of the four main personality types: eagle, parrot, dove, and owl. He highlights the clashes and compliments between these personality types and provides examples and strategies for adapting and communicating effectively with each type. Eric also shares resources, including his arsenal of sales and leadership materials, to help sales professionals improve their skills. You can reach out to Eric via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out The Goal Guide's website to learn more about their work. Other resources: Humantic AI Arsenal of Sales

Robin Daniels, Chief Business & Product Officer at LMS365, joins Dustin on this week's episode to deep dive into the power of genuine connections and building great teams. They discuss the impact of AI on reputation, the power of storytelling, his transition from CMO to Chief Business and Product Officer, and creating a great team environment. Robin emphasizes the need for caution in using AI to avoid damaging reputation, the value of investing in relationships and community building, and the importance of setting a clear direction and trusting team members. He also highlights the role of storytelling in marketing and the potential of remote work to create a more fulfilling work environment. You can reach out to Robin via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out LMS365's website to learn more about their work.

This week, Dustin chats with Bolaji Oyejide from Hello Audience about the concept of demand desperation and the need for B2B revenue organizations to shift from a focus on demand capture to demand generation. He uses the analogy of hunter-gatherers and farmers to illustrate the limitations of traditional marketing approaches and the importance of long-term thinking. Bolaji emphasizes the need for marketers to balance their time between fetching water (demand capture) and building wells (demand generation). He also suggests that marketers should focus on building association and affinity with their audience by evangelizing the problem and providing valuable insights. He introduces his reality series, Demand Wars, as an example of how marketers can entertain and engage their audience while making their brand their favorite. You can reach out to Bolaji via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Hello Audience's page to learn more about their work.

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

Harry Spaight, Founder of Selling With Dignity, joins Dustin on this week's episode to dive deep into the world of selling from a place of service. They emphasize the importance of providing value and building relationships with potential customers. They also talk about the power of asking questions and listening, the importance of aligning sales and marketing efforts, and the role of personal branding in sales. Overall, the conversation provides insights and strategies for salespeople to be successful without compromising their integrity. If you have any questions or thoughts, you can reach out to Harry through LinkedIn. Also, check out Selling With Dignity's website to learn more about their work.

Justin Rowe, Chief Executive Officer at Impactable, joins Dustin on this week's episode to deep dive into LinkedIn advertising. They cover topics such as the cost of LinkedIn ads, common mistakes made by advertisers, recommended ad types, and exciting changes in LinkedIn for 2024. The pair also discuss account-based lists vs. LinkedIn native targeting, building an advertising ecosystem, attribution challenges in multi-channel marketing, and understanding programmatic advertising. You can reach out to Justin via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Impactable's website and YouTube channel to learn more about their work.

In this conversation, Alex Sheridan from Impax discusses with Dustin the importance of sharing content online and the power of video for B2B companies. Alex emphasizes the need for companies to be more involved in the content creation process and highlights the benefits of creating buyer-ready content. He also shares common mistakes B2B companies make with in-feed social content and the importance of understanding the buyer's mindset on different social media platforms. Finally, Alex introduces the concept of video as a 24/7 sales rep and offers guidance on getting started with video content. If you have any questions or thoughts, you can reach out to Alex through LinkedIn. Also, check out Impaxs' website to learn more about their work.

In this episode, Dustin and Isaac Ware, who leads Demand Gen at UserGems, discuss account-based marketing and the limitations of intent signals. They explore the use of job change signals for ABM and targeting new hires for expansion and churn prevention. They also chat about tying job changes to marketing campaigns, using soft asks in ads, and how UserGems created over 300 one-to-one ABM ads on LinkedIn. They also touch on targeting the buying committee with LinkedIn ads, the focus on contact level buying signals, building playbooks, and providing value to individuals. If you have any questions or thoughts, you can reach out to Isaac through LinkedIn. Also, check out UserGems' website to learn more about their work.

This week's episode features Shannon Howard, Director of Customer & Content Marketing at Intellum, who talks extensively about customer education as a key part of a business strategy. She and Dustin focus on the importance of customer education in areas such as customer retention, product adoption, and increasing customer satisfaction. The discussion covers the common mistakes businesses make in their approach to customer education, tips on scaling customer education, the crucial role of internal advocacy, and the significance of feedback from multiple internal teams. The pair also share insights on the importance of measuring metrics for the efficacy of education content and the potential for customer education content to act as a brand amplifier. If you have any questions or thoughts, you can reach out to Shannon through LinkedIn. Also, check out Intellum's website to learn more about their work.

In this conversation, Dustin and Roger Martin, Co-Founder and CEO of ThriveMore Brands, discuss the importance of tonality in sales conversations and how it separates top-tier salespeople from the rest. They emphasize the need for salespeople to have genuine conversations and actively listen to their prospects. They also discuss the difference between manipulation and persuasion in sales and the importance of building trust with customers. Finally, they touch on Roger's transition from the corporate world to entrepreneurship and the realities of running a business. You can reach out to Roger via social media and his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out ThriveMore Brands' website to learn more about their work and Roger's Podcast.

This week, Dustin chats with Lewis Rothkopf, Chief Revenue Officer at Pairzon, about the need for marketers to unite advertising with sales and revenue. He emphasizes the importance of using data to understand the impact of advertising on actual sales and highlights the challenges of tying advertising to in-store activities. Lewis explains how AI and predictive analytics can be used to gain insights into advertising effectiveness and improve personalization while maintaining privacy. They also discuss on the changing roles of CRO and CMO and the optimistic future of marketing and sales. You can reach out to Lewis via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Pairzon's website to learn more about their work.

This week, Dustin chats with Sam Shepler, CEO at Testimonial Hero, about the shift from traditional social proof to social proof 2.0 in the B2B buying process. The discussion highlights how shifts in buyer behavior have led to a change in how sellers adapt their marketing strategies. They shed light on the importance of trust and proof points throughout the buyer journey and the need for strategic depth in social proof. Finally, they share insights on the importance of making customer evidence a strategic initiative and discipline, and the benefits of a video-first strategy for creating impactful content. You can reach out to Sam via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Testimonial Hero's website to learn more about our work.

Simon Chuang, Director of Digital Marketing at Lacework, joins Dustin on this week's episode to share insights into LinkedIn ads, discussing the common mistakes people make when structuring and running them. He emphasizes that LinkedIn is ideal for B2B marketers not only for leads but also for content quality and audience reach. Simon highlights the benefits of thinking of one's company as a thought leader within the industry and presenting this image before introducing products or services to potential leads, and shares his approach on retargeting based on content consumption. You can reach out to Simon via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Lacework's website to learn more about their work.