Interesting B2B Marketers

In the latest episode of the Interesting B2B Marketers Podcast, Steve sits down with Don Polite, a brand transformation executive with vast experience across various industries. Don shares insights from key projects, including rejuvenating a global food company's coffee brand by leveraging consumer insights to appeal to new generations and leading a digital-first, omnichannel marketing strategy for a tech company in healthcare, significantly boosting efficiency, brand awareness, and customer engagement.The discussion further explores the intricate process of rebranding and integrating brands post-merger in a multi-industrial company, emphasizing the importance of customer-centric strategies and cross-functional collaboration. Highlighting the evolution of marketing, Don stresses intellectual curiosity, the embrace of failure as a learning opportunity, and the critical role of technology, particularly HubSpot, in achieving marketing and sales synergy.Closing with his take on marketing myopia as his biggest pet peeve, Don advocates for empathy and understanding from the customer's perspective. This episode not only showcases strategic brand transformation efforts but also offers valuable lessons on adapting to the dynamic B2B marketing landscape, making it a must-listen for marketers seeking to drive growth and innovation.Connect with Donald Polite and Steve Goldhaber on LinkedIn. 

In this episode of the Interesting B2B Marketers Podcast, Steve sits down with Akash Pathak, a trailblazer in growth and digital transformation with over two decades of experience. Akash shares riveting narratives from his career, particularly focusing on two transformative case studies. The first one dives into a healthcare firm's innovative approach to understanding B2B customer needs, leading to impactful marketing strategies and digital content development that significantly improved market presence. The second case study unveils how strategic data analysis and customer insights guided a company in optimizing its investment between digital and sales efforts, enhancing the synergy between sales and marketing teams.Throughout the conversation, Akash emphasizes the importance of customer-centricity, digital innovation, and the dynamic interplay between sales and marketing in driving business growth. His expertise illuminates the episode with insights on leveraging technology and data analytics to forge deeper connections with customers and tailor marketing strategies for maximum effectiveness. This episode is a treasure trove of wisdom for anyone interested in pushing the boundaries of B2B marketing and sales integration to achieve unparalleled success.Connect with Akash Pathak and Steve Goldhaber on LinkedIn. 

On the latest episode of the Interesting B2B Marketers podcast, Steve sits down with Anthony, Co-Founder & CEO of his recent entrepreneurial venture, Audience Plus, which aims to empower businesses using editorial media and thought leadership to spur growth.They dive into the transformative power of thought leadership and content in shaping market categories. Anthony highlights the essence of a robust content strategy and the role of specialized teams in executing it. He cites impactful outcomes, from billion-dollar acquisitions to creating new, globally recognized job functions.Their conversation also navigates the nuances of hosting successful conferences in the post-pandemic era. Emphasizing event positioning, speaker selection, and innovative tactics for registrations, they discuss the allure of unique experiences and the impact of strategic venue selection.The episode gives a glimpse into Anthony's unexpected entry into marketing at Gainsight, stressing the importance of adaptability and mentorship. They end by discussing the evolving B2B marketing landscape post-pandemic, emphasizing the need for fresh strategies to stay relevant in this dynamic field.Connect with Anthony Kennada and Steve Goldhaber on LinkedIn. 

In this episode of the Interesting B2B Marketers Podcast, Steve Goldhaber talks to Julie Knight,  former CMO at Unit4  and a seasoned B2B marketing veteran. The conversation kicks off with an in-depth look at the challenges and intricacies of rebranding a mid-sized B2B software company. Julie underlines the importance of market research, stakeholder considerations, and internal alignment, while Steve points out the need for outside-the-box thinking and employee involvement in the rebranding process.The dialogue then transitions to ABM in the B2B sector. Julie offers a compelling case study to illustrate the necessity of a focused ABM approach that involves not just marketing but the entire go-to-market strategy. Both hosts agree on the critical role of cross-departmental collaboration among marketing, sales, and customer success teams to ensure effective B2B marketing outcomes.The episode concludes with Julie sharing her career journey, emphasizing her transition from an engineering background to a marketing role. Both Steve and Julie stress the modern CMO's dual responsibility: serving not only as a marketer but also as a strategic business driver. Julie's parting words highlight the value of relationships in building a successful career in B2B marketing, leaving listeners with plenty to ponder. A must-listen for anyone in the B2B marketing field.Connect with Julie Knight and Steve Goldhaber on LinkedIn. 

In the latest episode of the Interesting B2B Marketers podcast, Steve Goldhaber converses with Pegasystems' digital marketing strategist, Zoe Kazmierski. They delve into the pivotal role of integrating SEO and paid search teams, emphasizing the benefits of a consistent user search experience. Drawing from shared data, they highlight the potential for increased visibility, cost savings, and improved click-through rates.Shifting focus, the two experts discuss the essence of a data-driven approach in guiding buyer decisions. Zoe elaborates on how you can leverage varied data sources, like search data and win-loss interviews, to address buyer needs and stand out in a competitive market.Lastly, personal narratives unfold as Zoe recounts her transition from publishing to marketing, emphasizing team alignment in today's digital realm. Steve underscores the importance of effective messaging and the challenges businesses encounter in establishing clear priorities.Connect with Zoe Kazmierski and Steve Goldhaber on LinkedIn. 

In the latest episode of the Interesting B2B Marketers podcast,  Steve sits down with Jeff Swystun, a seasoned marketing consultant with experience ranging from global brands to startups. The two engage in a multifaceted conversation that covers various challenges and strategies in modern marketing, including a case study on a global social network and another on a tech company looking to enhance its thought leadership. Jeff also shares insights from his work with service businesses that are "invisible," emphasizing the importance of dynamic "go-to-market" plans. The conversation takes a nostalgic turn as Jeff reflects on lessons from his early days running a beach restaurant, highlighting the value of understanding customer needs and focusing on foundational aspects of business. The episode rounds out with a spirited discussion on the love-hate relationship both have with modern marketing, from its endless potential for creativity and impact to its pitfalls, such as over-reliance on technology. Steve and Jeff advocate for hands-on learning and share the timeless value of foundational principles in marketing, drawing parallels between lemonade stands and complex tech sales.Connect with Jeff Swystun and Steve Goldhaber on LinkedIn.

In this episode, Steve Goldhaber sits down with Christian Klepp, the co-founder and director of EINBLICK Consulting, to delve into the intricate world of B2B marketing. They kick off the conversation with the complexities of branding in joint ventures, emphasizing the challenges and importance of merging different corporate cultures.The episode also explores a successful case study where gamification was used to engage engineers, resulting in high engagement and lead generation. Another highlight is the turnaround story of a global adhesives company that revamped its internal communications strategy, achieving improved readership and engagement.Both seasoned marketers share personal anecdotes from their careers, discussing highs and lows, including the importance of aligning on objectives and being open to external feedback. Christian offers valuable advice for emerging marketers, cautioning against the pitfalls of being a people-pleaser.Whether you're new to the field or a seasoned marketer, this episode is packed with insights and practical tips that are not to be missed.Connect with Christian Klepp and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber is joined by Vanessa Hartung. Vanessa is a seasoned content marketer who has spent her career mastering the intricacies of B2B SaaS marketing.During this conversation, Steve and Vanessa delve into:The creation and strategic value of owned communities for customer engagement and insight collectionThe journey from rented to owned social channels, including strategies, challenges, and outcomesLessons from a range of marketing case studies, including a failed brand awareness campaign and a successful website rebrandVanessa's entry into the marketing field and her unique approach of marrying creativity with a deep understanding of audience psychologyStrategies for gaining deep insights into customers' minds, like leveraging sales call recordings and in-person eventsVanessa's invaluable career lessons, such as the importance of visible work tracking and the power of confidently sharing expert opinionsConnect with Vanessa Hartung and Steve Goldhaber on LinkedIn to continue the conversation and gain further insights.

In the latest episode of the Interesting B2B Marketers podcast, Steve Goldhaber sits down with Vyond's Chief Commercial Officer, Van Diamandakis, to delve into a rich tapestry of experiences spanning his multifaceted career.Their conversation covers intriguing case studies including a large telecommunications company's $1.6 billion venture into the computer business, the challenges and triumphs of brand congruence, and a smaller company's impressive growth from $25 million to $400 million in the LAN optimization field. They also examine the complex transformation within a global $3 billion company, exploring the process of aligning various business units, overhauling disparate products, and unifying the brand over three years.The episode then shifts to a reflective journey through different eras of marketing and advertising, focusing on the transformative power of creativity. Starting from Van's early days in advertising, they discuss shifts in marketing paradigms, including the Dell dude campaign, and the challenges and rewards of balancing product-centric advertising with compelling storytelling. They share insightful anecdotes and lessons from working with industry titans, illustrating the evolution of marketing and brand strategy.Connect with Van Diamandakis and Steve Goldhaber on LinkedIn.

Steve Goldhaber welcomes Mark Kilens, an accomplished marketer boasting over 15 years of industry experience, to this episode of the Interesting B2B Marketers podcast. With an impressive career spanning organizations like HubSpot, Drift, and Airmeet, Mark's insights are grounded in extensive practical experience.In this episode, the duo delves into several riveting topics:The transformation process of businesses from a community-led model to a member-led model.The creation of a new category in a saturated B2B marketplace.Candid insights from Mark's time at HubSpot, focusing on its unique workplace culture.An exploration of future trends in inbound marketing.Strategic ways for B2B marketers to stand out in their field.The importance of adopting a CEO's mindset for successful marketing.Tune into this engaging conversation on Apple, Spotify, and the 26 Characters website.Stay connected with Mark Kilens and Steve Goldhaber by following them on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber talks with Mark Colgan, a seasoned B2B sales and marketing professional with 14 years of experience. They delve into Colgan's professional journey from recruiting to co-founding a 20-person PR agency, exploring his hands-on experience in digital marketing and revenue leadership roles. Colgan reveals his unique approach to leveraging thought leadership to initiate meaningful conversations with potential customers. He discusses how his strategies of interviewing those involved with Series A funding and using the generated content to reach out to companies have resulted in increased engagement and conversions. Further, they discuss the potential of podcasts as a platform for reaching targeted audiences and fostering genuine relationships, including tips for identifying suitable podcasts and how being a guest can boost business opportunities. The episode provides a comprehensive look at the evolving landscape of marketing strategies, the importance of understanding your audience, and the value of authenticity in marketing.Connect with Mark Colgan and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber is joined by Mark Donnigan, a dynamic professional whose career spans across computer science, music, and revenue strategy. Mark's unique blend of technical expertise and marketing savvy offers listeners a rich, multifaceted perspective on the marketing landscape.The conversation covers a range of compelling topics, including:The complexities and extended sales cycles in B2B technology sales, such as video encoding integration.The evolution of marketing strategies that emphasize a deep understanding of the audience's mindset.The shift from traditional brand promotion to fostering industry-wide dialogues and building communities.The importance of understanding customer problems over solely focusing on product specifications in B2B sales and marketing within technical environments.The need for marketers to have a deep understanding of their industry ecosystem, the customer's needs, and the ability to frame a product's value in a problem-solving context.The role of credibility and setting aside ego in marketing is exemplified by personal anecdotes from Mark's early experiences in marketing.The risks of marketers becoming isolated in their 'marketing bunker' and the importance of direct conversation in marketing.The challenges and cultural aspects of Salesforce integration, and the importance of understanding user perspectives.A brief reflection on their experiences and excitement working in the tech sector.To keep up with the insightful conversations and learn more, connect with Mark Donnigan and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber talks with Rowan Tonkin, CMO at Planful. With his international experience, Rowan shares the complexities of executing a company rebrand within a tight timeline, focusing on the necessity of a customer-centric approach and external collaboration. The conversation further explores the strategy behind marketing a data technology platform, highlighting the benefits of account tiering, hyper-personalization, and intent data.Rowan traces his career journey, emphasizing the advantage of having diverse experience in understanding various business functions. He offers a comparison of marketing in different countries, Australia, the UK, and the US, and advocates for transparency in the marketing sector akin to that in sales teams.Connect with Rowan Tonkin and Steve Goldhaber on LinkedIn!

In this episode of the Interesting B2B Marketers podcast, Steve and Jamie Gier, Chief Marketing Officer of DexCare, discussed a variety of topics including building a new category in the healthcare technology industry, humanizing technology for branding purposes, marketing lessons from their past experiences, current changes in marketing and the qualities they look for in B2B marketers. They also talked about the importance of establishing a personal board of directors in order to gain insight and feedback from experienced professionals. Their conversation provided valuable insights into the world of B2B marketing. Connect with Jamie Geier and Steve Goldhaber on LinkedIn.

In this episode of Interesting B2B Marketers, Steve sits down with Brian Beck, a veteran in the e-commerce field with over 20 years of experience specializing in B2B e-commerce. They discuss the case study of a manufacturer of pneumatic tools managing channel conflict due to numerous unidentified sellers on Amazon, as well as a distributor selling on Amazon, and the benefits and challenges associated with it. They also talk about Brian's first marketing job, data-driven decision-making, Amazon's Business in the B2B space, and advice for easing the concerns of those hesitant to initiate an e-commerce initiative. Connect with Brian Beck and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve sits in with Andy Crestodina, co-founder of Orbit Media Studios. Andy has over 22 years of experience in SEO and website visitor psychology research and shares two case studies on topics such as website redesigns, keyword targeting, user engagement metrics, conversion optimization, content marketing, and the impact of AI on search behavior. Through this conversation, Andy covers various aspects of digital marketing and emphasizes the importance of analytics and SEO for promoting a business. He also highlights the value of original research in content strategy and shares what skills make successful marketers. Finally, he reflects on his past experiences to provide hindsight insights into areas such as long-form content production and SEO services. Connect with Andy Crestodina and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve and Amy Littleton, President of Stretch PR,  discuss the importance of thought leadership in the B2B space and how to use data and research as powerful tools for positioning a company. They also cover leveraging corporate channels on LinkedIn to build a brand, managing client expectations in PR, setting stretch goals, navigating difficult situations and crises, the skepticism some executives have towards marketing and communications, and more. Tune in to find out how to maximize the impact of thought leadership initiatives with exclusive content sharing, use technology platforms for effective content distribution, measure success through reach and engagement metrics, and build a strong reputation through PR.This podcast is sure to help you take your B2B business to the next level and create lasting value within the industry. Don't miss out!Connect with Amy Littleton and Steve Goldhaber on LinkedIn.

In the latest episode of the Interesting B2B Marketers Podcast, Steve and Barbara Stewart, Founder of Hiya Marketing, both have decades of diverse expertise in advertising, consultancy, marketing, and behavioral science. They discuss a case study on an enterprise productivity platform, the importance of understanding customer feedback, and how to evolve solutions based on user behavior and insights. Other topics include the challenges of advertising and promotion, simplifying complex problems, asking questions and challenging assumptions, and how to stay focused on understanding and connecting with target audiences. Tune in for a lively discussion full of valuable insights into the world of B2B marketing!Connect with Barbara Stewart and Steve Goldhaber on LinkedIn.

On the latest episode of the Interesting B2B Marketers podcast, Steve and Nate Bagley, Head of Content at Clozd, discuss how to implement a comprehensive win-loss analysis program within an organization. They also cover topics such as creating customer communities, understanding relationships for successful marketing campaigns, using great questions in marketing, identifying unideal customer profiles and focusing on long-term relationships, and the challenges of attribution in marketing. Personal topics such as Nate's marital status and experience as a parent were also discussed, highlighting both the joys and challenges that come with raising children. Tune in to this episode for an enlightening conversation about B2B marketing strategies!Connect with Nate Bagley and Steve Goldhaber on LinkedIn.

In the latest episode of the Interesting B2B Marketers podcast, Steve and Ari Capogeannis, Head of Revenue Marketing at Nvidia,  discuss the balance between traditional and new marketing approaches focusing on data-driven transformation. They delve into revenue marketing, account-based marketing (ABM), and people-based marketing, as well as the value of customer relationships and cultivating data for personalized experiences. They also share their insights on vendor lock-in marketing technology stacks, the complexity of B2B marketing, account journey analysis, decision-making units, exploratory data work, and actionable insights from data rather than relying on single points. Finally, Ari reflects on his first job in marketing and offers advice for marketing teams looking to identify the best strategies for revenue growth. Tune into the latest episode of the Interesting B2B Marketers podcast to hear Steve and Ari's conversation about data-driven transformation and the importance of aligning with other departments for a holistic approach to ROI.Connect with Ari Capogeannis and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber sits in with Jeff Coyle, co-founder, and chief strategy officer of MarketMuse with 25 years of experience in content strategy, lead generation, and search engine optimization.They discuss how to increase leads for product lines with content strategies, the importance of evaluating strengths and weaknesses before allocating a budget for campaigns, the misuse and risks of AI in content creation, Jeff's first job in marketing, and embracing failure and change.Listen as he shares his insights on the topics covered. Tune in to learn more!​Connect with Jeff Coyle and Steve Goldhaber on LinkedIn.

This episode of Interesting B2B Marketers Podcast features guest Charlie Riley,  Vice President of Marketing for North America at Send,  who has extensive experience working with franchise groups and building a local co-marketing co-op. Together, Steve and Charlie discuss various aspects of marketing such as operations optimization, leveraging AI and automation tools for efficiency, and the importance of internal education and communication. They explore topics like community-led sales and marketing, building relationships with customers, asynchronous methods for meetings, understanding product offerings, and balancing between automation tools and human touch in marketing. This episode provides useful advice for marketers on effective communication and operations optimization to maximize their efforts in the B2B space.Connect with Charlie Riley and Steve Goldhaber on LinkedIn.

On the latest episode of Interesting B2B Marketers, Steve Goldhaber sits with Joel Harrison, one of the founders of B2B Marketing, an information services organization focused solely on B2B marketers. He discusses two award-winning marketing campaigns, one utilizing AR technology to connect with customers on a social impact level and another that focused on customer experience using a book club. They also delve into the evolution of marketing and how AI is changing its role in content creation. Lastly, Steve and Joel emphasize the need to stay creatively curious and continuously learn in this field as well as the value of humility for successful marketing endeavors. Tune in for insight into how agencies have adapted over time, how creativity is important in marketing, and how technology has impacted customer expectations.#marketing #b2b #b2bmarketing #marketingtips #interestingb2bmarketersConnect with Joel Harrison and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve sits in with Katie Robbert, Co-Founder and CEO of Trust Insights, a marketing, analytics, and data agency.Katie discusses the power of natural language, machine learning, and artificial intelligence to unlock insights from customer feedback. They give advice on how businesses can leverage tools to create a deeper understanding of their customers' needs, beyond just conversion. The conversation also dives into the intersection of marketing and technology, offering tips for those working with developers. Other topics discussed include Google Trends, the potential for an Apple-Google merger, the psychology of marketing, being patient in your technology journey, and advice they would give their younger selves.Tune in to learn more!Connect with Katie Robbert and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Chris Freeman, Advisor & EIR at Techstars, Colliers Intl., & Food Foundry, shares his experiences as a tech advisor and startup mentor. Chris discusses a case study about a startup that utilizes technology to impact the lives of the deaf and hard-of-hearing community. The conversation covers the challenges faced,  strategies employed to overcome them, and the importance of finding talent within niche communities.Steve and Chris delve into the significance of effective communication, sales training software, and networking strategies. They also touch on Chris's mentoring work with a food accelerator and his assistance in helping a company find office space. Finally, the discussion explores advertising best practices and the need for B2B marketers to focus on the fundamentals in their tech stacks.So tune in to hear Chris's journey and the valuable insights he has to share!Connect with Chris and Steve on LinkedIn.

This episode of the Interesting B2B Marketers podcast features a conversation between Steve Goldhaber and Michael Brenner, an experienced marketer with a 25-year career in sales. In this episode, they discuss how Michael got into marketing and how to create effective content strategies that meet the needs of customers. They also cover topics like employee activation programs, developing an online content strategy, and creating a solid editorial strategy. Finally, they discuss the power of compounding results, the importance of consistency in content creation, and advice for their younger selves about life and career. Tune into this episode to learn how to create an effective B2B marketing strategy!Connect with Michael Brenner and Steve Goldhaber on LinkedIn.

In this episode, Steve chats with Bill Macaitis, a seasoned marketing advisor with expertise in capital-efficient growth models. With extensive experience in advising B2B and B2C companies, Bill offers a unique perspective on scaling businesses with limited resources. Their conversation revolves around two key topics: establishing a robust brand identity in B2B marketing and executing impactful media campaigns.Bill stresses the importance of creating a memorable brand identity that differentiates companies, going beyond lead generation. He shares a real-life example of assisting a startup in developing a distinct visual identity and editorial tone, resulting in heightened brand affinity and customer engagement. Steve and Bill also delve into the challenges of measuring marketing campaign effectiveness and the value of involving stakeholders in testing creative alternatives. They touch upon the significance of communication and empathy in the workplace, highlighting how connecting with colleagues and stakeholders fosters understanding and support for marketing endeavors.Join this episode to gain valuable insights from Bill Macaitis on building a strong brand identity in B2B marketing, executing successful media campaigns, and promoting effective communication within the workplace.Connect with Bill and Steve on LinkedIn.

In this episode of Interesting B2B Marketers podcast, Courtland Goldengate, Marketing Director at Snowflake, discusses his data-driven approach to the 2007 subprime mortgage crisis, highlighting how he leveraged data insights to identify customers and engineer successful marketing campaigns.Courtland and Steve explore the power of data in gaining valuable insights and a competitive market advantage. They stress the role of an analytical background and the importance of sharing original data for exposure and media coverage. The conversation also covers Courtland's experience in marketing a web filtering product initially designed for consumers but eventually finding a lucrative business use.They discuss the use of data in upgrading customers to a new business plan and the challenges involved. Lastly, they touch on the nuances of marketing to individuals versus organizations and the significance of fostering quality conversations at trade shows.Follow Courtland and Steve on LinkedIn.

In this episode of Interesting B2B Marketers Podcast, Steve sits down with Rissa Reddan, Partner and Chief Marketing Officer at West Monroe, to discuss the challenges of rebuilding and dismantling a brand after an acquisition. Rissa shares her personal experience of reviving a company's brand only to see it disappear after a few months, highlighting the emotional attachment that marketers can have with their work. Steve also shares his own story of working on a rebrand and the lasting connection he had with the brand book he created.The conversation then turns to the importance of aligning marketing strategy with business strategy and the need for marketers to adapt to changes in the business context. Rissa and Steve reflect on the challenges of staying ahead of the curve in online education and the power of AI in generating insights for marketers, while also addressing the ethical concerns surrounding biased technologies. They conclude with tips for staying connected and learning in the fast-paced world of marketing, with Rissa giving advice to her younger self to focus on what really moves the needle in business. Tune in to this episode for valuable insights on branding, marketing strategy, and staying relevant in the business world.Connect with Rissa and Steve on LinkedIn.

In this episode of Interesting B2B Marketers, Steve chats with John Short, CEO of Compound Growth Marketing, about the challenges of building SMB awareness. John shares his experience in creating a distribution machine for an HR company, focusing on paid acquisition and content. They discuss the limitations of relying solely on data and emphasize understanding a company's payback time, setting up measurable KPIs, and the role of CRM in marketing-sales collaboration.Steve and John also explore the challenges of attribution in B2B analytics and the development of an account-based attribution model. They highlight the importance of data triangulation, leveraging different platforms, and fostering healthy tension between sales and marketing teams to achieve measurable goals.Connect with John and Steve on LinkedIn.

In this episode of Interesting B2B Marketers, Steve Goldhaber sits in with Scott Vaughan, Fractional Executive & GTM Advisor to CXOs & Investors at Vaughan Go-to-Market Advisory, discussing the importance of redefining the role of Chief Marketing Officer and how it can have a significant impact on a company's success.Listen as they discuss sales and marketing alignment issues in the context of a government technology company, as well as how to help a startup scale quickly by focusing on a specific market segment. They also talk about the importance of working with people who share similar values, creating impactful content that ties back to go-to-market strategy, navigating go-to-market strategy as a senior marketer, and the importance of getting new perspectives and going to truth-tellers. Finally, they touched on meetings and scenarios where they don't enjoy being in and how culture plays a big role in driving good or bad meetings.Tune in for more insights on how to better navigate the go-to-market strategy!Connect with Scott Vaughan and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers, Steve Goldhaber and Priscilla McKinney discuss the value of market research and self-reflection in marketing. Through a case study example about a large facility provider for focus groups, they bring to light how collaboration can help industries boost performance. They then share their own experiences from their first jobs in marketing and how it has influenced their approach. They also talk about the use of market research as an insurance policy, the importance of using it to learn instead of just validating, reverse mentorship, and the need to prepare and respect audiences. All these topics are vital for successful B2B marketing research. Lastly, they emphasize the need to constantly learn and network in order to stay ahead of trends.Connect with Priscilla McKinney and Steve Goldhaber on LinkedIn.

In this episode of Interesting B2B Marketers, Steve is joined by AJ Wilcox, founder of B2Linked, a company that specializes in LinkedIn ads. AJ discusses an intriguing case study where his company aided a client to scale recruitment efforts by segmenting the audience into micro categories and tailoring messaging for each. AJ and Steve delve into the early days of LinkedIn advertising, the importance of audience targeting, and the need for cohesion between sales and marketing teams. The conversation further explores useful tips for enterprise-level professionals seeking to leverage LinkedIn more effectively and the delicate equilibrium between sales-driven content and brand messaging. This insightful episode with AJ Wilcox is one not to miss.Key takeaways from this episode include:LinkedIn ads can be a powerful tool: Both for recruiting and B2B prospecting, LinkedIn ads have proven to be effective.The power of audience segmentation: Segmenting the audience and customizing messaging can significantly enhance the efficacy of LinkedIn advertising campaigns.The necessity of software management: When dealing with a large number of micro-segments, using software to manage campaigns can be crucial.Cost-effective targeting strategies: On LinkedIn, targeting by job title can prove more cost-effective than targeting by skill.The need for sales and marketing synergy: Breaking down barriers between sales and marketing can lead to the creation of more actionable and effective content for B2B marketing efforts.Connect with AJ and Steve on LinkedIn.

In this episode of Interesting B2B Marketers, host Steve is joined by Amanda Elam, CMO of Bloomreach. Amanda, a dedicated B2B SaaS marketer, brings a wealth of knowledge and passion for technology, data, and creativity to the conversation. She divulges her insights into a successful rebranding campaign she spearheaded for a tech company transitioning from on-premise to cloud offerings and discusses the challenges of building a community during a pandemic. The interplay between technology and human elements in decision-making and problem-solving also forms a significant part of their dialogue.Key takeaways from the episode include:Successful rebranding requires a delicate balance: Amanda emphasizes the importance of considering the company's existing customer base and revenue streams during rebranding, along with thorough market research and testing. Infuse the human element into business decisions: Amidst the challenge of transitioning from a demand and growth mindset to community building during the pandemic, Amanda stresses the significance of the human element in business decisions.Building a successful community: Transparency, gathering like-minded people, and providing a forum for shared experiences are crucial elements in constructing a thriving community.Merging different tech companies: The merging of two distinct technology companies with differing personas, market segments, and buying profiles can present challenges. Amanda underscores the role of quality content in building trust and achieving better personalization in the digital ecosystem.Beware of overpromising: Amanda cautions against making claims that sound good but aren't necessarily achievable, underscoring the importance of realism and transparency in leveraging technology and human elements to solve problems.Connect with Amanda and Steve on LinkedIn.

In the latest episode of the Interesting B2B Marketers podcast, Steve is joined by Tim Hughes, the Co-Founder and CEO of Digital Leadership Associates. With a focus on the integral role of social media in business growth, Hughes shares his wealth of experience and knowledge in the digital world, including insights on artificial intelligence, content strategy, and the transformative power of coaching and training.What you'll learn from this episode:The importance of targeted, insightful content: Social media is not just about entertainment. It is a platform for sharing valuable knowledge and skills that can provide fresh insights to audiences.Embracing the digital shift: Hughes emphasizes the urgency for organizations that are still predominantly analog to adopt digital strategies. This includes understanding the role of artificial intelligence and the potential it holds for business growth.Strategic use of social media: To maintain a competitive edge in business, it is essential to use social media strategically. It's not just about being present on these platforms, but using them effectively to deliver value to the audience.The power of coaching and training: Hughes shares his experiences with transforming people's lives through coaching and training, underlining the focus of Digital Leadership Associates on imparting new skills to clients.Don't forget to tune in to the full episode to learn more about social media and business growth. And if you enjoyed this episode, please leave a review and share it with your network to help us spread the word.Connect with Tim and Steve on LinkedIn.

In this episode, Steve Goldhaber is joined by Jon Russo and he discusses his extensive experiences in B2B marketing. He then shares a case study about a SaaS company that pivoted to new areas after optimizing technologies and presenting data. They also talk about helping an organization become more strategic with an account-based sales approach, avoiding landmines in the process. Finally, they explore the potential future of B2B sales and marketing, with a focus on personalization and AI. They also touch on the impact of online purchasing and the trend toward tailored buying experiences. Jon Russo shares his unique path to his first marketing job after leaving the Army, as well as discusses how marketing today differs from 20 years ago.Key points from the episodeOptimizing technologies and presenting data can be a helpful way to pivot business strategyAvoid landmines when transitioning to an account-based sales approachPersonalization and AI are important elements of future B2B sales and marketingOnline purchasing is increasing, with more tailored buying experiencesMarketing today is different from 20 years ago, with more advanced technologies available for decisions and strategies.Connect with Jon Russo and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber interviews Scott Stockwell, an experienced B2B marketer and consultant with a unique background in retail, management consulting, and brand management. Scott is also the chair of the B2B Council for the Data and Marketing Association and an advocate for a B2B marketing community in the UK called Propolis.In this conversation with Scott Stockwell, he shares his experience of using tone analyzer and personality insights to identify common themes in gold award-winning entries across 32 categories. They found that an analytical tone and a sense of joy were important in the winning entries, while openness and emotional range (particularly with low harmony) were the key personality traits associated with them. They also discuss a digital fan experience that won one of Joel's B2B Marketing Gold and Grand Prix Awards and the benefits of using design thinking to create sprints to drive engagement and collaboration in an online B2B marketing community.Steve and Scott both emphasize the importance of co-creation and collaboration in solving problems and finding solutions, and the value of diverse perspectives in the process. The key takeaway is that the shared experience and wisdom from attendees can provide valuable insights to improve marketing strategies.

Steve Goldhaber chats with Brian Macreadie, a B2B marketing pro with 25+ years of experience, about the power of creativity in competitive industries. They share case studies on marketing with limited budgets, the key components of effective marketing, and the significance of bravery and creativity in overcoming industry challenges.For new marketers, Steve and Brian offer advice such as understanding clients, integrating technology, and surrounding oneself with experts. They also explore Brian's unique background in physics and software development. Ultimately, they conclude that boldness is the key to success in marketing, leading to increased brand awareness and engagement.Key takeaways from this episode:The importance of creativity in industries with fierce competition and how it can be used to stand out from the crowd.Case studies on budgeting constraints when marketing and the effectiveness of marketing broken down into its key components.Advice for B2B marketers starting out in their careers, such as understanding clients and their culture, integrating technology with marketing, pushing boundaries, and surrounding oneself with people who excel in areas where one may lack expertise.Boldness is key when undertaking marketing projects as it results in increased brand awareness, client engagement, and higher read rates.Tune in to this episode to discover how creativity can help your business succeed. Don't forget to subscribe to the Interesting B2B Marketers Podcast for more informative and engaging episodes.Connect with Brian Macreadie and Steve Goldhaber on LinkedIn.

In this episode of Interesting B2B Marketers, Steve sat down with Steffen Hedebrandt, Chief Marketing Officer & Co-Founder of Dreamdata. He shares his experience on how defining an ideal customer profile (ICP) and leveraging social selling on LinkedIn can help companies increase their momentum and growth.Steffen also shared his experience with his first full-time job in marketing, which involved working with a partner who had created an online marketplace for vintage music instruments. They had 10,000 vintage music instruments listed on their website, and the goal was to get physical shops to upload their products to the website. Steffen's favorite marketing tactic at the time was search engine optimization, as they needed to get their guitars and other vintage instruments to appear at the top of Google search results to attract demand to their website. They managed to grow their organic traffic significantly, but were not able to monetize it effectively, and the company ultimately failed. Steffen learned the importance of connecting marketing tactics to revenue to avoid going bankrupt.

In this episode, Steve interviews Christine Bailey, a B2B marketing expert who shares her experience creating a new market category for a regulatory technology (RegTech) software company. Christine discusses defining a purpose-driven value proposition, conducting research, using color psychology, building a scalable revenue marketing engine, optimizing websites and lead flow, and creating unique messaging strategies. They also talk about the value of facing challenges to create better opportunities and gain valuable insights into marketing efforts.Don't forget to check out the episode and join in the conversation by using the hashtag #InterestingB2BMarketersPodcast.Connect with Christine Bailey and Steve Goldhaber on LinkedIn.

Jeremy Shere, Founder & CEO of Connversa Podcasting discussed all things podcasting for businesses. Jeremy shares insights from his experience as a seasoned podcast producer, cautioning that while it may seem easy to get a podcast up and running, there's a lot of work involved. They also discuss the importance of setting goals and how to integrate a podcast into your existing marketing ecosystem. Plus, Jeremy shares tips on repurposing existing content as a podcast.They also delve into the complexities of B2B marketing, with Steve sharing his fascination with the dynamic buying environment and the different dynamics at play. Jeremy adds that it's like a complex puzzle, with the pieces always morphing and changing, and shares some of his own experiences with closed deals that end up being postponed.Tune in to this episode of the Interesting B2B Marketers Podcast and discover the power of podcasting for your business. Don't miss out on valuable insights and tips from podcasting expert Jeremy Shere. Hit play now and get started on your podcasting journey!Connect with Steve and Jeremy on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Maneesh Sah, Founder and CMO of Rave Marketing Partners, shares his expertise on effective communications and marketing strategies.Maneesh introduces the "three Cs" model, which focuses on content, capability, and campaigns, and discusses how his company's global leadership team developed this successful strategy. He emphasizes the importance of having the right metrics in place to support commercial outcomes and shares insights into staffing a marketing team to support heavy content creation. Tune in now to learn from Maneesh Sah about how you can transform your marketing approach.Connect with Steve and Maneesh. 

In this episode, Stephen Kemish, Founder & CEO of Intermedia Global Ltd., discussed how his company helped a global tech company stand out in various markets by conducting an audit and mapping their content by genre and stage. They discovered that creating more educational content was the best way to sell and market the technology effectively. Stephen emphasized the importance of being helpful and awakening ideas, which taught them the importance of understanding the needs of the audience.The conversation then shifted to the topic of AI in marketing, particularly in content creation. Stephen shared his insights on how AI is already capable of creating interstitial content like social media posts and emails, which frees up humans to focus on more intelligent tasks. He also warned about the compound problems that AI can cause with search engine optimization and the potential dangers of AI replacing humans in decision-making roles.Connect with Stephen Kemish and Steve Goldhaber on LinkedIn.

Getting your business to take risks and try new things establishes your brand positioning and upscales your content marketing. Join Glenn LaFollette, a content marketer and storyteller for brands, as he discusses the importance of finding a story to activate a brand launch and why effective storytelling is crucial in B2B marketing to create effective and engaging stories that can reach a wider range of audiences across multiple mediums. Glenn also talks about his first B2B and content job that has helped him shape his marketing career and the valuable lessons he learned during his transition from journalism to marketing. Listen in as he highlights the impacts of Artificial Intelligence (AI), how it provides new opportunities for content creation, and how can it be the new partner of content creators to help them produce better content. Hover that play button now and also find out how you can engage your audience virtually!Connect with Steve and Glenn on LinkedIn. 

Gini Dietrich is a seasoned PR professional who started her career in a traditional PR firm but quickly realized that it wasn't the best way to grow a business. This PR maven is the mastermind behind the PESO Model and has been shaking up the industry for over 17 years. From social media to content creation and paid media, Gini will be sharing her insider tips and tricks for combining paid, earned, shared, and owned media to achieve marketing goals.Whether you're looking to level up your PR strategy or simply want to stay ahead of the curve, this is one episode you won't want to miss! So grab your headphones and let's get ready to learn from the best!What you'll learn from this episode:The importance of having a balanced approach between vision and data-driven insights to drive results.The need for accurate analytics, a data-driven team, and patience to drive long-term results through multi-touch attribution.The importance of knowing your target audience. Find out how having a clear understanding of your audience's interests can lead to more effective content creation.Discover the significance of having a robust data and analytics system in place to measure your marketing efforts and drive results.Learn how testing and iterating different types of content can help you determine what resonates best with your target audience.Explore the importance of having a team of experts and the right resources to craft compelling content that your audience will love.Learn about the shift in marketing from sales enablement to storytelling and how to align with the values and culture of your target audience.Discover the importance of moving from a self-centric approach to a customer-centric approach and how content creation can be used to articulate your company's values while also addressing the pain points and issues of your audience.Tune in to this episode to learn how to shift from sales enablement to storytelling and align with your target audience's values and culture. Steve and Gini explore the benefits of a customer-centric approach and how to create content that addresses their pain points and needs. Join them for an informative and entertaining journey toward a more impactful marketing strategy!Connect with Steve and Gini on LinkedIn.

Bob Buday is an experienced thought leader and author of the book "Competing on Thought Leadership." With 36 years of experience in the field, Bob is considered one of the pioneers of thought leadership and has been in the profession even before the term was coined.In this episode,  you will learn:How unexpected disruptions, such as a power outage, can lead to deeper connections and meaningful conversations among conference attendees.Learn from Bob's experiences organizing B2B events for thought leadership marketing and networking, focusing on helping clients improve and featuring speakers and thought leadership practitioners.Learn how the content distribution method for thought leadership has evolved over time, specifically regarding channels such as internal publications, prestigious management journals, and public speaking and running conferences.Learn how management consulting companies can use thought leadership, such as creating high-quality content through a publication, to position themselves and justify charging premium fees.Learn how to create a successful business book by starting with an outline, finding a book agent and publisher, avoiding skipping the structured outline stage, and using prose to develop an argument.Learn how to leverage a published book to expand your event marketing program and pitch to well-known publications such as Harvard Business Review to increase reach and interest in your book.Learn how to evaluate and improve thought leadership content by following the criteria of relevance, clarity, rigor, and evidence and structuring the argument efficiently for the average business executive to understand and follow.Connect with Bob and Steve on LinkedIn.

Steve sits down with Eric Sawitoski, an award-winning creative executive with 20+ years of success devising brand strategies and marketing solutions to increase ROI through digital innovations, experiential marketing, and campaign execution.Eric is the Chief Marketing Officer at WNDR Museum, and a Strategic Advisor at ELAW CREATIVE, and an Advisory Committee Member at Workvana.Listen in as Eric talks about his experience doing marketing in the pre-internet era and the timeless principles which he found apply to today's market. He speaks on the difference between reactive marketing (“order-takers”) and proactive marketing (problem-solving which contributes to the bottom line).Eric and Steve give their thoughts on maintaining a customer-led business no matter the size of the organization. “You don't build brands for yourself,” explains Steve. Rather, you build it for the customer, and that customer needs to be the one making those big decisions.Eric closes the conversation by inviting us to ask ourselves: “How are you focusing on your customer so that your offering aligns with what the opportunity spend is? If you don't have insight into that, you're throwing spaghetti at the wall to see what sticks.”Connect with Steve and Eric on LinkedIn.

Clay Stelzer is the founder and CEO of 15Sixty, a company with a mission to help people become better versions of themselves. In this week's episode of the Interesting B2B Marketers podcast, Clay shares his own entrepreneurial journey as well as valuable tips for other aspiring business owners.Get ready to be inspired and learn from one of the most highly accomplished entrepreneurs in the industry!In this episode, you will learn:• How executive teams can benefit from feedback, personal growth, and team coaching. • How to handle difficult conversations with people with a reputation for not listening or cutting people off. • What it's like working with a large software company and building a team coaching practice. • How to create an atmosphere of creative friction where ideas are discussed openly and with respect. If you enjoyed this podcast episode, be sure to subscribe to the show and leave a review.Connect with Steve and Clay on LinkedIn.

Steve sits down with Steve Lafontaine, Senior Director Of Marketing at Granicus, a software company that provides the first and only civic engagement platform for the public sector.Trusted by over 6,000 global government agencies, the platform connects people and government with a unified experience that integrates websites, online services, digital communications, and more to serve every resident equally and inclusively.Listen in as Steve explains the ins and outs of working with a B2G (Business-to-Government) company and knowing when it might be beneficial to all parties to publish data that your company exclusively owns.Creating a proprietary index can be an invaluable marketing tool, particularly if tailored to the top 20 players in your industry. When creating this index, Steve recommends the hub-and-spoke model, with an emphasis on the hub. The meatier the hub, he says, the more opportunities you have to recycle and reuse content.Ultimately, it pays to be strategic about which data or content to withhold and which to share freely. Exclusivity, for its own sake, does not automatically translate to more dollars. Being cognizant about the value you bring to your ideal client, as well as the most appropriate way to present that value, is what distinguishes the best B2B marketers from the rest.Connect with Steve Goldhaber and Steve Lafontaine on Linkedin.

Steve sits down with Ryan Paul Gibson, Founder of Content Lift, which makes use of investigative interviews to help marketing teams find more customers. Their process gives clarity and consensus on why customers are choosing your brand; allowing you to develop fresh messaging, campaign and copy ideas; and overall offer better insights on how to spend marketing dollars.Ryan also serves as a Senior Marketing Specialist for the software company Rewind on a contractual basis, helping them with messaging, content, PR, and branding as they build out their core team. Finally, Ryan is the Principal at RPG Marketing, a boutique firm focused on content and product marketing.Listen in as Ryan explains the fascinating and often frustrating gap between the pro-research and anti-research camps and how to speak the customer's language in order to close that gap. He breaks down the principles of effective qualitative customer research in helping to sketch out a roadmap of your ideal customer's buyer journey.Ryan also speaks on the unique opportunities that today's B2B landscape brings when it comes to letting one's marketing creativity shine. He encourages marketers to embrace their curiosity and follow their instincts, while at the same time taking care to validate and iterate their ideas to cut through the noise.Connect with Steve and Ryan on LinkedIn.

Steve sits down with Christopher Willis, Chief Marketing & Pipeline Officer at Acrolinx, the only AI platform that uses a unique linguistic analytics engine to “read” all your content and provide immediate guidance to improve it.Chris started as a web developer but quickly became interested in business and marketing in the tech industry. Let's learn from Chris as he discusses the qualities that make the best marketers, the importance of curiosity and proactivity in problem-solving, and many other insightful stories.Connect with Christopher Willis on LinkedIn.