The B2B Revealed Podcast

Brianna Caza is with us today to share insights and strategies for getting into freelancing. We spend a good deal of our time talking about how to avoid the “boomerang” effect that sends so many beginner freelancers back to the company they left.  In This Episode What to consider before leaving an organization. Data from Briana's research. The importance of autonomy and variety in work. How freelancing is positively impacting wage disparity for women. Self-management skills for freelancing.  How to brand yourself. How traditional employers can respond to the rise in freelance work. Characteristics to develop for freelancing success.

Josh Bernoff is the author of a stellar book called Writing Without Bullshit: Boost Your Career by Saying What You Mean. The book is focused on making everyone a better writer in business. Most importantly, due to Josh's background in the technology sector, he has a lot of history with an industry that produces arguably the most jargon, poorly written emails, blog posts, and messaging of any business sector.  This episode centers on different examples of how people can improve their business writing, report writing, and emails, alongside many other great writing topics. In This Episode Josh's background and his first insights into useful, clear writing. On meaningless platitudes. The importance of strong titles and file names. How to write a strong executive summary. How to craft a great email. Why paragraphs are the worst. How we got to the current standard of communication in our professional lives. What the meaning ratio means when writing great content. Why shortening the length of your document is a good idea. On the passive voice. An approach for narrowing down your usage of jargon.

Thomas Steenburgh is a business professor at the Darden School of Business, with a focus on sales management and B2B sales processes. We discuss the launch of new products by sales teams, as well as some of the challenges that accompany these product launches. In addition, we cover the types of people who do the best at selling new products, the “shiny new thing” problem when selling to customers, and other gems that will make any company better at selling new products. To cap off the show, we talk about how B2B and sales topics have largely been ignored as a subject within academia.  In This Episode  The research that went into Dr. Steenburgh's analysis of innovation and product launches. The different type of salespeople you'll need for product launches. Why face-to-face meetings are important for selling new products. The characteristics of reps who succeed at selling new products and those who don't. The “shiny new thing” problem when prospecting.

Today's guest is Ron Carucci, Cofounder and Managing Partner at Navalent, a company that works with CEOs and Executives who are pursuing transformational change. His Harvard Business Review article “Executives Fail to Execute Strategy Because They're Too Internally Focused” put him our radar and led us to his fantastic book, Rising to Power. We tackle both the book and the HBR article in this interview. The crux of the episode--to borrow Ron's phrase--is the ‘altitude sickness' that all "rising" executives come across. Examples of this altitude sickness are: ineffective use of power, effective and ineffective communication and organization design, as well as how effectively they are looking at the competitive landscape to leverage that information and make their organizations more profitable, successful spaces. In This Episode  Ron's professional background and his current work with Navalent. Managing the competitive context for executives. The dizzying dynamics of managing and leveraging portfolios. Organizational ‘compression' and strategic thinking. Why saying no is so important. A few words on Millennials and intergenerational connection. Why an executive should link their strategy to their company's budget. Telling executives the truths they don't want to hear but need to hear. Organization design as a system. A breakdown of power and its dangers.

If you don't take care of your data, your marketing campaigns will have a lower ROI, sales teams will be starved for leads, and your company will miss it's revenue targets.   On today's episode, I chat with Ruth Stevens, who has spent the last 20 years helping enterprise and mid-market companies take better care of their data. Ruth has also co-authored an excellent book on the subject named B2B Data-Driven: Marketing, Sources, Uses, and Results.    Ruth and I chat about several important topics.    First, we tackle the challenge of data degradation. When the rate of change on nearly any customer or prospect data set is 4% to 6% per month, all companies have to address the problem, this presents.    Second, we cover some thorny problems, out of a full set of 20+ in the book, that bedevils anyone who tries to deal with B2B data.    We also talk about why she is “opt-out” vs. “opt-in” and why this is not just the correct legal position but the appropriate one for B2B marketing leaders to consider.   Finally, we talk about new types of data sets like intent data, along with a host of other topics. You can learn more about Ruth's book here: https://www.amazon.com/B2B-Data-Driven-Marketing-Sources-Results/dp/1933199172

Organic reach on Facebook has plummeted over the years and B2B marketers need to adjust.  On today's episode, I chat with Peter Reitano, the Co-founder of Abacus, a digital marketing agency that specializes in leveraging Facebook and Instagram in a B2B context.  We discuss the challenges of finding organic reach through Facebook, the importance of vertical video and the importance of thumb stopper creative. Peter also shares useful tips on how you can create an emotional punch with your Facebook and Instagram campaigns, even if you're a more "boring" B2B brand.  In This Episode  The decline of organic research on Facebook. The importance of vertical video. Why short almost impulsive video clips are more powerful on platforms like Facebook and Instagram. How to create an emotional punch with your content when you're a “boring” B2B brand. Examples of emotional “thumb-stopper” creative. How emotional content leads to a more rational B2B “pitch.” Why repurposing content onto different platforms is not a good idea. Learn more about the company behind B2B Revealed at www.cascadeinsights.com 

Today I'm speaking with Sydney Finkelstein, an expert in leadership and the author of the well-researched book, Superbosses: How Exceptional Leaders Must Master the Flow of Talent. We first discuss the main archetypes of different superbosses (the iconoclasts, the nurturers, etc.) through a number of different examples of well-known business leaders. Then we get into various factors that make superbosses tick alongside some sentiments that are tantamount to treason when talking to a superboss. Sidney also shares how superbosses almost always leverage the apprenticeship model when it comes to growing new talent. In This Episode What is a superboss? The research that went into the book, including hundreds of interviews. The three archetypes of superbosses. Confidence and why it matters in being a superboss. Competitiveness and imagination in the workplace. Integrity and being a superboss. Why authenticity is essential for becoming a good leader. On being a hands-on delegator. Why apprenticeship can't be beat. Network development and talent spotting.

Trust in B2B sellers is eroding. B2B buyers are increasingly looking towards third-party sites and influencers for reviews. Additionally, your sales and support teams may not be set up for success in building long-term trust with buyers. In this episode, Todd shares his extensive experience and tactics for building trust with buyers and ensuring mutual success. Radical transparency in B2B sales can qualify deals more quickly, shorten sales cycles, improve win rates, and keep customers happier. Todd Caponi is the author of The Transparency Sale: How Unexpected Honesty and Understanding the Buying Brain Can Transform Your Results.  In This Episode How transparency can improve win rates, shorten sales cycles, and qualify deals more quickly. Why it's important to let buyers know what you don't A negotiation strategy that actually builds trust. How to build trust through a sales cycle and beyond. The importance of overcommunicating aftera contract has been signed. How to use the right levers, in the right way, to give your buyers purchasing choices. Why certainty is so essential for building trust with your buyers. Why it's important to tailor your pitches for each customer and their unique needs.

Kristin Kelsey, an expert on modern office design, joins the show today.  Kristin provides great insight into why your office looks like it does today and where it's headed in the future. She also discusses biophilic design, the “third space”, and array of positive and negative trends in office design throughout the years. But the end of the episode I'm sure you'll be looking forward to the future Kristin posits. In This Episode How the 50's and 60's changed the overall paradigm of office design. What the “action office” was and how it impacted modern office design. Kristin's take on the limited amount of square footage employees receive today for office space. Considerations that go into designing communal spaces in an office environment. How what were once dead spaces have become the “third space.” Future trends such as biophilic design and more.

Martina Bozadzhieva, Managing Director and Head of Research at global market research firm DuckerFrontier, joins the podcast today. Martina's expertise comes from direct experience navigating business dynamics in the turbulent European market. If you're in headquarters or a country manager and if you do business in the UK, France, or Germany, this is one to listen to. In This Episode: Brexit: current business trends and challenges in the UK, and which companies are set to benefit the most with a “hard” Brexit. Unique EU regulations that impact B2B businesses. Germany's current economic state, and unique aspects of doing business in Germany. Business challenges and opportunities in France. Differences in communication styles between the UK, France, and Germany. Advice for country managers who are moving from corporate to another country, including how they can best interact with corporate. Resources: Martina's LinkedIn Profile Martina's Twitter  

Melissa Agnes joins the show today.  Melissa is the author of Crisis Ready: Building an Invincible Brand in an Uncertain World. She is also a celebrated keynote speaker, a crisis management strategist, and an expert in mitigating risks in organizations. Melissa shares the key components of proper crisis management.  She also highlights the importance of clear communication, transparency, and honesty in the midst of high-stress situations. From Melissa you can learn the right steps to take that will help you handle a crisis situation.   In this Episode A discussion about honesty and transparency during a crisis. The difference between an issue and a crisis. What customers and clients expect in a crisis. How these same expectations have evolved over the past few years. How to communicate to the public in an effective way after a crisis. Why the press release is dead. A discussion on self-inflicted, individual crises that affect a company's brand and future. Resources Melissa's Website - www.melissaagnes.com Melissa's Crisis Ready Rules Poster - www.melissaagnes.com/crisis-ready-rules-poster To listen to this interview on your phone, visit the B2B Revealed podcast on Apple Podcasts or Google Podcasts, or your favorite podcast player. As always, we'd love for you to take a minute to leave a review on Apple Podcasts, Stitcher, Overcast, or wherever you listen to podcasts.

Kevin Kruse, the author of Great Leaders Have No Rules, join us today to discuss why rule-based leadership leads to failure. Importantly, Kevin bases this key insight on over 200 interviews with well-known business leaders across a range of disciplines.  Based on these conversations Kevin has distilled 10 key insights that any leader can use to build a culture that is based on trust vs. mere rule following. In This Episode How every “got a minute” request kills productivity across your company. Why rules disengage 99% of your employees to reduce risk from 1% of your employees. Why being likable is more important than being liked as a leader. The difference between favoritism and focusing on your higher achieving team members. All leaders are role models whether they want to be or not. The importance of having a framework that empowers decision making vs. mere rule setting. Why principles tend to beat out process in business. Resources Kevin's Book: Great Leaders Have No Rules Kevin's Website: https://www.kevinkruse.com/

Dr. Joe Kvedar, author and TEDx speaker, joins us today to discuss the future of Connected Health. Dr. Kvedar takes us through the current state of Connected Health in this episode.  We cover some of the fascinating technology integrations out there today, an array of unique startups, and some of the regulation and compliance issues that are hindering Connected Health solutions. In This Episode Why the Healthspan is so much shorter than the Lifespan How a variety of Connected Health startups are helping to lengthen the Healthspan Policy and Regulations that challenge the growth of Connected Health solutions and startups. How technology is being used in the world of Connected Health from Voice Analytics to Biomarkers. The Future of Connected Health solutions and their impact on the Healthspan

Rand Fishkin, the co-founder of Moz.com, the leader of SparkToro, and the author of Lost and Founder: A Painfully Honest Field Guide to the Startup, joins us to discuss his journey as a startup owner. The book is a fantastic read.   Some of the topics we cover include, how to transition from services to product offerings, expectation setting for startups, why growth hacks are such a bad idea, and the importance of radical candor.

Niraj Dawar joins us to talk about the intersection of voice marketing and the world of B2B. We discuss how to engage customers, how voice marketing compares to search marketing and SEO, and how voice marketing and AI are set to dominate the world of B2B Marketers.

Lois Kelly, author of Rebels At Work: A Handbook for Leading Change From Within, shares her first-hand experiences witnessing the impact rebels can have on an organization. It's not about disrupting projects, but about sharing a different way of looking at the world — something that comes in handy more often than not.

Dan Cable, Professor of Organisational Behaviour at London Business School, joins us to talk about his book, Alive at Work: The Neuroscience of Helping Your People Love What They Do. Pulling from the worlds of both psychology and business management, Dan helped explain the connection between giving your employees the freedom to work with fewer constraints and overall business success.   As always, we'd love for you to take a minute to leave a review on Apple Podcasts, Stitcher, Overcast, or wherever you listen to podcasts. And, if you have any feedback, you can reach us at cascadeinsights.com.

Joel Backaler, the author of Digital Influence, guides our discussion exploring the world of B2B influencer marketing. We'll discuss how corporations should structure their influencer programs, the role conferences play in connecting with influencers, as well as the need for peer-to-peer influencer marketing campaigns.   As always, we'd love for you to take a minute to leave a review on Apple Podcasts, Stitcher, Overcast, or wherever you listen to podcasts. And, if you have any feedback, you can reach us Sean at sean@cascadeinsights.com 

Dr. Bhaskar Chakravorti joins us to discuss the significance of the China and India's digital economies. We talk about how these markets have developed, what tech companies should be aware of as they try to enter these regions, and what to be on the lookout for going forward. As always, we'd love for you to take a minute to leave a review on Apple Podcasts, Stitcher, Overcast, or wherever you listen to podcasts. And, if you have any feedback, you can reach us at cascadeinsights.com.

Marketing, market research, sales, the nature of creativity, the validity of data, the need for diversity and more: 2018 was a big year for the B2B Revealed Podcast. We wanted to take a moment to highlight our favorite episodes, some key lessons we hope you'll carry with you into 2019, and what to look forward to in the coming months.   As always, we'd love for you to take a minute to leave a review on Apple Podcasts, Stitcher, Overcast, or wherever you listen to podcasts. And, if you have any feedback, you can reach us at cascadeinsights.com.   We'll see you in January.

Gary Cook, the Senior Corporate Campaigner on the Climate & Energy Campaign at Greenpeace, joins us to talk about sustainability and environmental responsibility in the technology industry. We talked about physical devices, the real cost of cloud computing, manufacturing, and steps leaders should be taking to stop causing unnecessary problems. If you enjoy the show, we'd love for you to leave a review in your podcast player. It only takes a minute and helps more people discover the show. Brought to you by cascadeinsights.com.

Kirsty Trail, the VP of Customer at Hootsuite, has spent years managing and leveraging customer support at some of the world's leading technology companies. Kirsty joined us to talk customer support, gathering actionable feedback from customers, and finding both qualitative and quantitative ways to understand customer journeys.   If you enjoy the show, we'd love for you to leave a review in your podcast player. It only takes a minute and helps more people discover the show. Brought to you by cascadeinsights.com.

Mark Hunter, the author of High-Profit Prospecting, draws from his extensive career in sales as he shares how to connect with potential customers. Whether it's cold calling, referrals, or mining your CRM for gold, Hunter has advice on how to improve prospecting hit rate.

Joan C. Williams, Distinguished Professor of Law and Founding Director of the Center of WorkLife Law at the University of California, Hastings College of the Law, and author of What Works for Women at Work, joins us to talk about diversity in the technology industry. We discuss gender bias, the idea of office housework, and how organizations can become more diverse.

Nan Bulger, the former Executive Director of the Strategic and Competitive Intelligence Professionals society, joins us to talk business strategy and competitive intelligence (CI). We dispel some CI myths, the difference between CI and market research, and how to incorporate CI into your business strategy.   If you enjoy the show, we'd love for you to leave a review in your podcast player. It only takes a minute and helps more people discover the show.   Brought to you by cascadeinsights.com.

Jezra Kaye, a public speaking expert and the author of Speak Like Yourself thinks the corporate world needs to pay serious attention to presentation development. In our conversation, she shared why so many presentation titles in large corporations are bland, how to use silence to your advantage, how to apply the rule of three to your presentations, and why your key point should be the first thing out of your mouth.

Bain's Eric Almquist and Jamie Cleghorn have uncovered and organized the values that drive B2B buying decisions. These 39 elements of value are key to understanding why companies buy, what prompts their decisions, and what you can do to market more effectively. If you enjoy the show, we'd love for you to leave a review in your podcast player. It only takes a minute and helps more people discover the show. Brought to you by cascadeinsights.com.

Jeb Blount, the author of Fanatical Prospecting, has no shortage of advice for sales teams. After authoring ten books, he's especially focused these days on prospecting and maintaining a sales pipeline.

Frazier Miller, the CMO of Wrike, is a follower of Aristotle. No, not the Greek one. He joined us to talk about Google's Project Aristotle, what all high-performance teams have in common, and how to foster a healthy work environment.

Tom Tate, Product Marketing Manager at email marketing and automation company AWeber, has some expert advice on effective email marketing. He shared tips that will help all email marketers: from campaign design, to personalization, and to the impact of GDPR.

Jonah Sachs, the author of Unsafe Thinking, is convinced that the comfort zone is a dangerous place for any business. In our conversation, he shared why safe thinking can be the death knell for companies, how to avoid the U of Creativity, and how to keep our pattern recognition in check.

Mike Weinberg, the author of New Sales Simplified, knows that the key to success in sales is excellence in sales management. Building on his decades of hands-on sales experience, he shared the elements successful sales teams have in common. As always, if you have any thoughts about the show or want to get in touch about a B2B market research or marketing project, send us an email at sean@cascadeinsights.com. Lastly, don't forget to leave a review of the show on Apple Podcasts, Sticher, Overcast, or wherever you listen.

Hemant Taneja, the Managing Director of General Catalyst and author of Unscaled, joins us to chat about A.I. and the economy of the future. The great unscaling will touch everything.

Sangram Vajre, author of Account-Based Marketing for Dummies and co-founder of Terminus, believes the B2B funnel is all wrong. He shared his thoughts on smart marketing automation, the importance of account-based marketing, and why he started the #FlipMyFunnel movement.

Kim Christfort, author of Business Chemistry, joined us to talk about their work on understanding business relationships. Using a scientific approach, they've uncovered a new way of classifying business chemistry styles.

Chris Dayley is a first-hand witness to far too many disasters. Specifically, AdWords accounts that are a complete mess. He shared how he manages accounts, what B2B companies should know about PPC, and how to make paid search advertising a strong part of an overall marketing strategy. The best way to listen to the episode is through Apple Podcasts, Google Podcast, Stitcher, or Overcast. You'll be able to listen to past episodes and subscribe so you don't miss future episodes. As we mentioned in the show, if you're enjoying the B2B Revealed show we'd love it if you would leave a nice review on Apple Podcasts, Stitcher, or wherever you listen to the show.

Mike Grandinetti has attended quite a few hackathons and contrary to popular belief, they don't all need to be focused on coding. Instead, hackathons can be just as powerful for marketing, sales, and operations teams. The best way to listen to the episode is through Apple Podcasts, Google Podcasts, Stitcher, or Overcast. You'll be able to listen to past episodes and subscribe so you don't miss future episodes. As we mentioned in the show, if you're enjoying the B2B Revealed show we'd love it if you would leave a nice review on Apple Podcasts, Stitcher, or wherever you listen to the show.

Leslie Gaines-Ross, the chief reputation strategist at Weber Shandwick, shares that brands are being forced to weigh in on controversial issues — whether they want to or not. It's part of a move to a world in which business and politics are increasingly mixed. The best way to listen to the episode is through Apple Podcasts, Google Podcasts, Stitcher, or Overcast. You'll be able to listen to past episodes and subscribe so you don't miss future episodes. As we mentioned in the show, if you're enjoying the B2B Revealed show we'd love it if you would leave a nice review on Apple Podcasts, Stitcher, or wherever you listen to the show.

Amy Peck believes in the bright future of AR and VR — or at least, in trying to make that future a reality. Check out the latest episode of B2B Revealed for everything B2B companies need to know about AR, VR, and Mixed Reality. The best way to listen to the episode is through Apple Podcasts, Google Podcasts, Stitcher, or Overcast. You'll be able to listen to past episodes and subscribe so you don't miss future episodes. As we mentioned in the show, if you're enjoying the B2B Revealed show we'd love it if you would leave a nice review on Apple Podcasts, Stitcher, or wherever you listen to the show.

Surprise! — employees aren't productive in their first day on the job. Guest Maia Josebachvili, VP of Marketing and Strategy at Greenhouse, has gone beyond that conventional wisdom and helped to create the Employee Lifetime Value Framework. This Framework helps companies understand how employee effectiveness changes over time. In this episode, we'll help you understand the Framework. The best way to listen to the episode is through Apple Podcasts, Google Podcasts, Stitcher, or Overcast. You'll be able to listen to past episodes and subscribe so you don't miss future episodes. As we mentioned in the show, if you're enjoying the B2B Revealed show we'd love it if you would leave a nice review on Apple Podcasts, Stitcher, or wherever you listen to the show.

David Fisher, author of Hyper-Connected Selling, knows that technology-enabled sales is great, but it's never going to satisfy the need for human connection. The best way to listen to the episode is through Apple Podcasts, Google Podcasts, Stitcher, or Overcast. You'll be able to listen to past episodes and subscribe so you don't miss future episodes. As we mentioned in the show, if you're enjoying the B2B Revealed show we'd love it if you would leave a nice review on Apple Podcasts, Stitcher, or wherever you listen to the show.

Chloë Thomas, author of “B2B eCommerce MasterPlan” joins us to talk about B2B eCommerce. Yes, B2B companies need to go online. No, they shouldn't be taking their cues from the Amazon consumer experience. Chloë's book: http://a.co/fZpuzum The best way to listen to the episode is through Apple Podcasts, Google Podcasts, Stitcher, or Overcast. You'll be able to listen to past episodes and subscribe so you don't miss future episodes. As we mentioned in the show, if you're enjoying the B2B Revealed show we'd love it if you would leave a nice review on Apple Podcasts, Stitcher, or wherever you listen to the show.

Todd Henry joins us to discuss how to effectively lead creative teams. Topics covered include: Todd's Book - Herding Tigers: Be the Leader Creative Teams Need. How to Tie Creative Work to Business Goals. How To Set Goals That Inspire Creative Teams. What Checkov and Chesterton Can Tell Us About Leading Creative Teams. As I mentioned in the show, if you're enjoying the B2B Revealed show, I'd love it if you would leave a nice review here.

David Feinman joins us to discuss viral video marketing. Topics covered include: You Can Pay Bills With Sales, Not With Likes. Picking the right subject for your video efforts. Setting your sights on micro-viral videos. As I mentioned in the show, if you're enjoying the B2B Revealed show, I'd love it if you would leave a nice review here.

Caleb Breakey explains why not everyone should write a book. Topics covered include: How you can build your business with a book. Why Writing A Book Is So Hard. Why So Many Business Books are Boring. The B2B Revealed Podcast is brought to you by Cascade Insights, a market research firm specializing in B2B technology. Need more B2B expertise in your life? There are many ways to follow us.

Dan Cox has some strong opinions on the importance of people's values in the workplace. Topics covered include: Do You Have the Wrong People in the Wrong Roles? Are You a Merchant, Innovator, Banker, or Builder? Why Firing or Not Firing Isn't the Right Question. As I mentioned in the show, if you're enjoying the B2B Revealed show, I'd love it if you would leave a nice review here.

Darcy Kurtz understands the need for marketing to massage its internal messaging. Topics covered include: Why You Need To Avoid Being a Solo Artist in Marketing. How To Develop Boardroom Fluency. How to Message for the Masses. As I mentioned in the show, if you're enjoying the B2B Revealed show, I'd love it if you would leave a nice review here.

Trish Bertuzzi pulls back the curtain on SDR management. Topics covered include: Why You To Change Your Expectations About Sales Development Reps (SDR's). How To Grow Your SDR's. How to Equip SDR's with the Right Tools and Tactics. As I mentioned in the show, if you're enjoying the B2B Revealed show, I'd love it if you would leave a nice review here.

Samantha Stone weighs in on the impact of narcissism. Topics covered include: Why B2B Marketing Has A Vanity Problem. What Lessons We Can Learn From Samantha's Book: Unleash Possible: A Marketing Playbook That Drives B2B Sales. How You Can Find Out How Long Buyers Linger in the Sales Funnel. How to Focus on the Metrics that Matter. The B2B Revealed Podcast is brought to you by Cascade Insights, a market research firm specializing in B2B technology. Need more B2B brilliance? There are many ways to follow us.

AJ Wilcox explains that LinkedIn ads can cost you big time if you don't think ahead. Topics covered include: When You Should Spend On LinkedIn. Understanding What Types of LinkedIn Ads (Sponsored, Text, InMail) are the Best Fit. How to Become a LinkedIn Legend. As I mentioned in the show, if you're enjoying the B2B Revealed show, I'd love it if you would leave a nice review here.

Nicole Rodrigues takes a firm stance on organic vs. pay-to-play PR. Topics covered include: Organic vs. Paid Options for PR. The Blurring of Business, Politics, and PR. Tips for Reputation Building. As I mentioned in the show, if you're enjoying the B2B Revealed show, I'd love it if you would leave a nice review here.