Podcasts about B2B

This week Chris Schaeffer & Joey Bidner discuss some important factors to consider when using audiences in Google Ads. Also answers questions from listeners and this week it is about how to create a successful B2B search campaign when you can't find the right traffic.Try Opteo for free for 28 days - https://opteo.com/pspChris Schaeffer - http://www.chrisschaeffer.comJoey Bidner - https://joeybidner.com/ Watch this episode on YouTube: https://youtu.be/yj0we6WrfRQSubmit a Question - https://www.paidsearchpodcast.com

Bitcoin treasury strategies are all the rage, but are they actually sustainable?You're listening to Bitcoin Season 2. Subscribe to the newsletter, trusted by over 7,000 Bitcoiners: https://newsletter.blockspacemedia.comWelcome back to Bitcoin Season 2! Today, Colin and Charlie talk about the explosive growth of Bitcoin treasury companies and their financial engineering strategies. They break down Strategy's convertible debt playbook, examine why these companies trade at premiums to their Bitcoin holdings, and debate whether this trend is sustainable or an elaborate house of cards waiting to collapse.Subscribe to the newsletter! https://newsletter.blockspacemedia.com**Notes:**• MicroStrategy holds 592,100 Bitcoin• Q1 2025 revenue: $111 million • Convertible notes have 0-1% interest rates• Bitcoin needs to drop way low for liquidation• Preferred shares pay 8-10% dividends• Annual obligations: $10-20 billionTimestamps:00:00 Start02:59 Strategy (formerly micro)10:42 Types of companies15:13 Preferred stock24:57 Closed end fund dynamics-

Are your B2B ads mysteriously tanking on Google? In this explosive episode, Ralph and Lauren sit down with landing page expert Tas Bober, founder of The Scroll Lab by Delphinium, to unpack Google's stealth February 2025 landing page compliance update—a change that's silently sabotaging paid traffic across the board. Tas reveals how Google's AI is now judging your UX with teacher-level scrutiny, how rage scrolling signals are reshaping campaign performance, and why navigation and anchor links are now critical for survival. You'll learn how to fix ad-to-landing page misalignment, boost conversion with smart layout shifts, and adopt “consumption rate optimization” as your new metric for success. Packed with anchor nav hacks and a case study showing a 265% lift in purchases, this episode is your no-BS blueprint for keeping your B2B funnel Google-proof.Chapters:00:00:00 - Kicking Things Off on Perpetual Traffic00:00:22 - What Our Listeners Are Saying00:02:04 - Meet Tas Bober: The Landing Page Strategist00:02:45 - The Google Update No One Saw Coming00:04:42 - Why Relevance and UX Now Rule Ads00:07:00 - What Makes a Landing Page Actually Work00:09:16 - Ignore Google's Changes? Here's What Happens00:13:57 - Smart Ways to Build Pages That Convert00:19:13 - Picking the Right Tools for the Job00:21:33 - What This Google Update Really Means00:22:10 - How to Stay Google-Compliant in 202500:27:09 - Crushing Objections Before the Sales Call00:29:01 - Why Relevance Is Your Ultimate Differentiator00:35:25 - Personalization + Dynamic Pages = Scalable Wins00:38:57 - The 4 Core Pages Every B2B Brand Needs00:42:08 - Final Takeaways and Where to Learn MoreLINKS AND RESOURCES:Tas Bober on LinkedInThe Scroll Labmake data driven marketing decisions with confidenceThe 5 Forces SystemSUPERCHARGE YOUR MARKETING ROITier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you'd like to share? Connect with us on

Have you ever felt that just nagging regret after buying into the latest marketing tactic or vendor promise, only to see little return? Yeah, I have been there, too. And that's why today I'm sharing a simple five-question filter to keep you from lighting marketing dollars on fire. If you are running a B2B business and tired of guessing with your marketing, trying to figure out what will actually move the needle, this one's for you.>> Here are 4 ways we can help you reach your revenue goals faster...#1 Unlock the full potential of your marketing engine. We'll provide you and your team with the direction, insights, and tools necessary to excel in the complex landscape of modern marketing. - Marketing Advisor On Call#2 Discover the marketing strategies & tactics that will guide your next quarter and unlock explosive growth in 90 minutes. - Quick-Start Marketing Strategy Game Plan#3 Discover a tailor-made strategy for unprecedented growth to transform your marketing in 30 days. - Unlock Your Growth Opportunities#4 If you need guidance on the most effective direction for your marketing, then schedule a call with us today! - 

Be honest, when you think “CMO,” do you picture campaigns, brand work, or the de facto unifier of a siloed C-suite? In this episode, guest host Narine Galstian (SADA) leads a conversation with Katie McAdams (Basis Technologies) and Julia Goebel (Komodo Health) on how the CMOs role has grown into a key driver of org-wide alignment. It's part diplomat, part coach, translating strategy across departments and turning zigzags at the top into coordinated momentum.  In this episode:  Katie shares how early signals from marketing and sales can shape product strategy before it hits the roadmap  Julia explains why cohesive brand messaging only happens when product, marketing, and sales move as one  Narine explores how marketing becomes the connective tissue that keeps cross-functional teams in sync   Plus:  Why fragile alignment breaks when you skip the relationship-building  How “agree and commit” clears the clutter when teams clash  The case for marketers to stop owning just campaigns and start owning outcomes Tune in for a blueprint on becoming the Chief Collaboration Officer your org needs!  For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/

My guest today is Sid Malladi, founder of Novo. Behind every product, from wine to lumber to steel, is a complex web of B2B relationships, built slowly, at high cost, and constrained by risk. Novo aims to change that by building a digital network that accelerates onboarding, visibility, and trust. In this conversation, Sid takes us through that journey. We discuss the frictions that define B2B trade, the cold-start challenge of building a network from scratch, and how Novo approaches trust like a FICO score for businesses. We also explore the broader macro forces shaping supply chains today, from tariffs to AI, and why the most resilient companies are those creating deeper, more flexible webs of trade relationships. For the full show notes, transcript, and links to the best content to learn more, check out the episode page HERE. ----- Making Markets is a property of Colossus, LLC. For more episodes of Making Markets, visit joincolossus.com/episodes. Stay up to date on all our podcasts by signing up to Colossus Weekly, our quick dive every Sunday highlighting the top business and investing concepts from our podcasts and the best of what we read that week. Sign up here. Follow us on Twitter: @makingmkts | @ericgoldenx Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com). Show Notes (00:00:00) Welcome to Making Markets (00:01:04) Introduction to Novo and B2B Trade (00:03:05) Challenges in B2B Trade Partnerships (00:08:16) Novo's Digital Network Solution (00:11:19) Scaling and Network Effects (00:17:14) Operational Efficiency and Revenue Growth (00:19:19) Macro Forces and Technology Adoption (00:24:38) Consumer vs. B2B Dynamics (00:24:58) Credit Networks and Margins (00:25:59) Building Private Networks (00:26:51) Early Discoveries and Business Models (00:28:02) The Role of Centralized Data (00:31:11) Risk Management in B2B Trade (00:31:51) Novo's Approach to Risk and Visibility (00:35:11) Integrating with Government and Private Systems (00:38:04) Challenges and Opportunities in Trade Networks (00:43:27) Adapting to Market Volatility (00:46:42) Future Plans and Expansion (00:49:09) Industry Outlook Learn more about your ad choices. Visit megaphone.fm/adchoices

Polish doesn't build trust—personality does. And no one understands that better than TikTok creators, who turn raw ideas into magnetic, shareable content every day.In this episode, we're pulling marketing lessons from TikTok's creative chaos with the help of Rhonda Hughes, award-winning B2B marketing leader.Together, they explore what B2B marketers can learn from leading with authenticity, embracing low-fi experimentation, and having the courage to make something truly original.About our guest, Rhonda HughesRhonda Hughes is a storyteller and connector of people and ideas with 18 years of experience helping brands engage their customers and audiences. She believes in creating value, not noise, and she has a knack for inspiring teams to push boundaries with fresh, fun, relevant content, campaigns, and programs. Rhonda's team's work has earned recognition from Mashable, Business Insider, Hubspot, Sprout Social, KISSmetrics, Content Marketing Institute, and snagged her a spot on North Bay's 40 under 40 “Ones to Watch” list, noted among the “Top 50 Women in Content”, and awarded for "Best B2B Campaign on TikTok."What B2B Companies Can Learn From TikTok Creators:Fun is a strategy—not a distraction. Brands win when they lean into playfulness—not just performance. “The brands that, to me, the companies that feel like they win are the ones that are really always putting their audience in the center and trying to figure out a way to be useful and be human and be playful,” Rhonda says. This kind of joyful creativity builds connection—and makes your brand memorable.Imperfect content is often the most relatable. Audiences don't crave polish—they crave authenticity. “The most engaging content isn't the most polished… you can tell that this was just a creative idea and somebody with their camera and they're rallying the folks internally around how they bring the story to life,” Rhonda says. “And that's part of what makes it so relatable and likable.” Let your audience in on the process, not just the finished product.Iterate like a creator. TikTok's best creators don't get stuck in strategy mode—they test, tweak, and try again. That mindset is essential for B2B marketers too. “TikTok creators are constantly iterating… they've gotta test formats and hooks and trends and sounds, and they have to move fast and be playful with this,” Rhonda says. The takeaway? Strategy doesn't mean overthinking. It means being in motion.Quotes*“You just never know what's gonna work. So you kind of have to be okay with trying and missing and trying again.”*“You want to build content that's gonna resonate with your audience and also be something they want to share.”*“If you're not enjoying what you're making, your audience probably isn't either.”*“It's not about going viral—it's about showing up over and over again.”Time Stamps[00:55] Meet Rhonda Hughes, Award-Winning Marketer[03:37] The Power of Authenticity on TikTok[06:00] Engaging Content Strategies[10:34] Spotlight on Successful TikTok Campaigns[16:16] Creative Marketing Examples[27:28] The Power of Authenticity in Social Media[29:37] The Bravery of Unique Marketing Strategies[30:33] TSA's Unexpected Social Media Success[32:39] The Importance of Fun and Experimentation in Marketing[42:03] Creating Value, Not Noise[43:37] The Utility of Content and Audience Engagement[50:03] Final Thoughts and Advice for Marketing LeadersLinksConnect with Rhonda on LinkedInAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

What's shaping the future of B2B marketing? Inspired by The Future of Commerce article on B2B trends, this episode explores the four foundational shifts that are redefining how businesses reach, convert, and retain customers in 2025.We break down the rise of AI-powered prediction and automation, the new rules of privacy-centric marketing, the pivot to meaningful content engagement, and the evolution from transactional outreach to vibrant community building. The marketing game has changed—and these are the playbook updates worth knowing.What You'll Learn in This Episode:1. AI and Automation Are Now Table StakesAI is moving from time-saving tool to strategic driverPredictive analytics helps marketers anticipate customer needs before they're expressedAutomation enhances productivity while enabling hyper-personalized campaigns at scale2. Privacy Is the New Currency of TrustFirst-party data is replacing third-party cookies as the gold standardBrands must earn the right to analyze data through clear opt-ins and transparent policiesTrust-first approaches outperform short-term data grabs3. Content Is Shifting from Volume to ValueVideo reigns in B2B—especially explainers, expert Q&As, and how-tosThought leadership now hinges on originality, relevance, and subject-matter depthGoogle rewards brands who demonstrate genuine authority—not just keyword stuffing4. Community Is the New Conversion EnginePrivate digital communities are building brand loyalty through peer engagementEmployee advocacy turns internal teams into trusted brand ambassadorsStrong communities humanize the brand and elevate credibilityKey Takeaways:AI isn't just automating B2B marketing—it's driving smarter, faster decision-makingData privacy is no longer a compliance checkbox—it's a brand differentiatorEngagement trumps exposure—content must inform, not just attractBuilding trust through community and advocacy creates long-term brand equitySubscribe to our podcast for expert insights on digital marketing, customer trust, and B2B growth strategies. Visit The Future of Commerce for in-depth trend reports and real-world examples of marketing evolution in action. Share this episode with marketing leaders, content creators, and anyone shaping the future of business engagement.

  Rhumbix is pioneering the field workforce management category in construction, transforming how contractors capture real-time data from job sites. With $46 million in funding raised, the company has evolved from a wearables IoT startup to becoming a leading mobile-first SaaS platform serving mid-market and enterprise construction companies. In this episode of Category Visionaries, we sat down with Zach Scheel, CEO and Co-Founder of Rhumbix, to explore the company's journey from Stanford dorms to creating an entirely new software category for the construction industry's underserved field workforce. Topics Discussed: Rhumbix's pivot from wearables IoT technology to mobile workforce management software The challenge of digitizing paper-based processes in a traditionally analog industry Building founder-market fit in construction tech through authentic industry experience Navigating the 2022 funding freeze and achieving profitability through strategic cost-cutting Creating the "field workforce management" category and educating the market The evolution from founder-led sales to scalable go-to-market operations Strategic decision to move upmarket for higher ASP and better unit economics GTM Lessons For B2B Founders: Let the market dictate product-market fit, not your vision: Zach emphasized that "the founder doesn't get to dictate product market fit. The market dictates product market fit." After conducting 100+ customer discovery calls, Rhumbix pivoted from their original wearables IoT concept when customers consistently said they'd pay immediately for digital time cards instead. B2B founders must listen to market signals over their initial product vision and be willing to pivot when customers clearly articulate a different, more urgent need. Find intrinsic motivations in early customers: Rhumbix secured their first customers by identifying intrinsic motivations beyond the product itself. One customer was a tech-savvy IT director excited about digitizing workflows, while another was a fellow veteran who wanted to support Zach's veteran-founded company. B2B founders should look beyond product fit and identify personal or professional motivations that drive early adopters to take risks on unproven solutions. Be intentional about market segment alignment: Zach's most important go-to-market decision was pivoting upmarket to focus on customers willing to spend $5K-$10K rather than trying to serve everyone. Small customers were "a drag on professional services and customer success" compared to larger ones. This strategic focus led to higher NPS scores, more evangelistic customers, and increased referrals. B2B founders must align their product development, pricing, and go-to-market strategy around a specific market segment rather than pursuing a "sell to anyone" approach. Leverage founder-market fit for category creation: In construction, an industry skeptical of technology vendors without domain expertise, Zach's authentic background as a Navy veteran who managed construction projects was crucial for credibility. His "workers first" positioning wasn't just marketing—it influenced product decisions and resonated with industry buyers who could spot inauthentic positioning immediately. B2B founders entering traditional industries should leverage authentic domain expertise as a competitive advantage in both sales and product development. Embrace pivots as smart business strategy, not failure: Initially viewing pivots negatively, Zach learned that "almost all successful companies have pivoted" and that experienced entrepreneurs use pivots strategically to find product-market fit. When they updated investors about moving away from hardware to pure SaaS, the response was overwhelmingly positive due to better unit economics and reduced complexity. B2B founders should reframe pivots as intelligent responses to market feedback rather than admissions of failure.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM   

Cloudastructure has raised over $57 million to transform video surveillance from a passive recording tool into an active crime prevention platform. What started as a solution born from a laptop theft in a South of Market office has evolved into an AI-powered service that protects multifamily properties across the country. In this episode of Category Visionaries, we spoke with Rick Bentley, founder of Cloudastructure, about his unconventional path to building a category-defining company—from working at the legendary General Magic to self-funding his startup by working as a contractor in Baghdad. Topics Discussed: How a laptop theft incident revealed the fundamental flaws in traditional video surveillance systems The breakthrough moment when Google open-sourced TensorFlow in 2015 and its impact on computer vision Cloudastructure's pivot from broad security applications to finding product-market fit in multifamily properties The company's unique crowdfunding success, raising $35 million from 13,000 individual investors Building a hybrid AI-human monitoring system with guards operating from India The technical evolution from basic object detection to holistic, cross-camera intelligence using LLM-like systems GTM Lessons For B2B Founders: Timing technology waves requires patience and resourcefulness: Rick spent over a decade keeping his cloud video vision alive before the infrastructure caught up. He recognized that Moore's Law would eventually make broadband faster than video files would grow larger, solving the technical constraints. He funded the company through consulting work, including a dangerous stint in Baghdad, demonstrating that sometimes founders need to get creative about survival during technology transition periods. B2B founders should identify self-resolving technical limitations and prepare to bridge the gap through alternative revenue streams. Vertical expertise beats broad horizontal approaches: Cloudastructure's breakthrough came when they hired Whitney, a VP of sales with deep multifamily industry relationships. She brought not just contacts but intimate knowledge of purchasing processes, budgets, and pain points specific to property management companies. Rick noted, "She knew what their budgets were, what their approval processes were, what their pain points were." B2B founders should prioritize hiring salespeople with vertical domain expertise over generalist sales talent when targeting specific industries. Product-market fit emerges from pain intensity, not market size: The multifamily space proved ideal not because of its size, but because of the acute pain property managers experience. Rick explained the stark difference: "The next morning you could have a dozen people in your leasing office because their cars got broken into last night" versus "an email that says these guys showed up, we did a talk down, they ran away." B2B founders should prioritize markets where their solution prevents catastrophic scenarios over those with mild inconveniences, even if the latter appears larger. Crowdfunding can validate B2B concepts when VCs miss the opportunity: After traditional VCs dismissed Cloudastructure as too late to market, Rick raised $35 million through crowdfunding with 13,000 individual investors. This approach not only provided capital but validated market demand from a broader audience. The success came from clearly articulating the value proposition to non-technical investors who could understand the basic premise of preventing crime versus just recording it. B2B founders facing VC skepticism should consider alternative funding sources that might better appreciate their value proposition. Build the full stack when integration creates competitive advantage: Cloudastructure didn't just provide software—they built the entire monitoring infrastructure, including training guards, developing custom interfaces, and managing the complete service delivery. Rick emphasized, "You can't just hop on Fiverr or whatever and say, I need someone to do this. You need to build the tools for them." This vertical integration created defensible value that pure software solutions couldn't match. B2B founders should consider owning more of the value chain when seamless integration significantly improves customer outcomes.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM   

Samotics is pioneering a revolutionary approach to industrial asset monitoring, delivering condition, performance, and energy efficiency insights for hard-to-reach industrial equipment without requiring sensors to be installed on the machines themselves. Founded by Simon Jagers, the company has developed Electrical Signature Analysis (ESA) technology that monitors over 10,000 machines by analyzing electrical data captured remotely, enabling companies to prevent unplanned downtime and save 10-20% energy without compromising performance. In this episode of Category Visionaries, Simon shares the fascinating journey from a failed AI-first approach to discovering breakthrough technology that's now being integrated with ABB drive systems to create the data fabric for smart factories of the future. Topics Discussed: The evolution from data-driven AI approach to hardware-enabled sensorless monitoring How railway switch monitoring led to the breakthrough discovery of remote electrical signature analysis Samotics' strategy of targeting hard-to-reach assets in extreme industrial environments The challenge of creating the "sensorless condition monitoring" category in a vibration-dominated market Building a service-heavy go-to-market model in an AI-first technology company Partnership strategy with ABB to integrate ESA technology into drive systems GTM Lessons For B2B Founders: Target the "either us or nothing" market segments: Simon's breakthrough came from identifying industrial assets operating in extreme conditions where traditional monitoring was impossible or impractical. ArcelorMittal's conveyor moving steel plates across a 1500°C blast furnace exemplified this perfectly - they had two choices: Samotics' unproven technology or no monitoring at all. B2B founders should actively seek market segments where incumbent solutions physically cannot compete, creating natural "blue ocean" opportunities. Focus on unique positioning rather than universal applicability: Initially, Samotics tried to monitor every type of machine possible, believing their AI could handle any scenario. Simon learned to focus specifically on the 25% of rotating equipment that operates in extreme or hard-to-reach conditions where their remote sensing advantage was undeniable and easy to communicate. B2B founders should resist the temptation to be everything to everyone and instead dominate the specific use cases where their solution provides clear, defensible advantages. Embrace service components even in technology-first companies: Despite starting as an AI company with inclinations to automate everything, Samotics discovered that the human service element - having mechanical and electrical experts bridge AI findings with customer needs - became one of their most appreciated product components. They now deliver hardware, AI, and dashboards as a service with regular customer calls and visits. B2B founders should test whether adding high-touch service elements enhances rather than detracts from their technology value proposition. Build category credibility through scale and proof points: Simon emphasizes that category creation requires time, credible data, and real-world examples at scale. With over 10,000 machines monitored, Samotics can now make credible claims about accuracy and effectiveness. The category definition evolved from internal team alignment to external market education. B2B founders attempting category creation must first achieve meaningful scale and documented success before expecting market adoption of their category framework. Use enemy-based positioning strategically in early stages: Samotics initially positioned aggressively against traditional vibration-based monitoring, using humor and edge to grab attention from early adopters who appreciated the contrarian approach. However, Simon notes this was effective primarily for reaching experienced early adopters who understood the technology's limitations but were drawn to unique solutions. B2B founders should consider enemy-based positioning as a tactical tool for early adoption rather than a long-term brand strategy.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM   

How will distributors thrive in the age of digital transformation, AI disruption, and customer experience redefinition?In this episode of Around the Horn in Wholesale Distribution, Ian Heller sits down with John Gunderson and Kevin to unpack the seismic shifts reshaping B2B sales strategy, channel alignment, and customer segmentation.With insightful commentary and bold predictions, the team explores the future of CRM-ERP integration, why distributors must evolve beyond legacy thinking, and how AI-powered selling is no longer optional; it's inevitable.What You'll Learn:Why many distributors are trapped in the “inside-out” mindset—and how to flip it for real growthThe biggest blind spot in traditional CRM strategy (and how AI Co-Pilots are changing that)How top-performing distributors use segmentation and persona-based selling to drive hidden revenueWhat manufacturers really want in channel partnerships todayPractical frameworks for modernizing your sales org—without losing your human touchEpisode Highlights:04:29 – The role of entertainment and personality in B2B podcasting 12:17 – Why segmentation is the missing link in most distributor sales strategies 23:40 – How “AI Co-Pilots” reshape the sales conversation 31:05 – A behind-the-scenes look at channel misalignment and how to fix it 41:18 – The value of CRM-ERP integration for surfacing hidden revenue 52:44 – Persona-based selling: what it is and why it matters 59:59 – A human-centric view of sales automation 1:08:22 – Predictions on the next phase of distributor evolutionMeet the Guest:John Gunderson is VP of Sales at Distribution Strategy Group and a veteran advisor to the wholesale distribution industry. With deep expertise in sales strategy, segmentation, and manufacturer-distributor alignment, John brings pragmatic insight to the digital transformation conversation.Tools, Frameworks, or Strategies Mentioned:AI Co-Pilot for SalesCRM-ERP IntegrationHidden Revenue DetectionPersona-Based SegmentationSales Automation Without Losing the Human TouchLeave a Review: Help us grow by sharing your thoughts on the show.Learn more about the LeadSmart AI B2B Sales Platform: https://www.leadsmarttech.com/ Join the conversation each week on LinkedIn Live.Want even more insight to the stories we discuss each week? Subscribe to the Around The Horn Newsletter.You can also hear the podcast and other excellent content on our YouTube Channel.Follow us on Facebook, Twitter, Instagram, or TikTok.

Sylvia LePoidevin is the CMO at Kandji, a B2B SaaS company that provides Apple device management and security automation for IT and security teams. She joined Kandji as its fourth employee and rose to CMO by her late twenties, leading marketing during its rapid growth to an $850 million valuation. Before Kandji, Sylvia held key product marketing roles at DataFox and Oracle AI and was the first marketing hire at FloQast, now a billion-dollar company. In this episode… Standing out in B2B marketing has never been more difficult or more essential. With noise at an all-time high and AI reshaping content at scale, how can marketing leaders create lasting brand impact and foster genuine community around their companies? According to Sylvia LePoidevin, a seasoned marketing leader who has scaled multiple brands from the ground up, the key lies in focusing on people-first branding and building content engines powered by strategic AI use. She highlights the importance of empowering internal influencers and subject matter experts to lead brand storytelling, rather than relying solely on corporate messaging. The result is a more authentic and differentiated brand presence that cuts through digital clutter. Sylvia also emphasizes the value of niche-focused communities and original content anchors as foundations for an efficient, AI-enhanced content flywheel. In this episode of the Revenue Engine Podcast, host Alex Gluz sits down with Sylvia LePoidevin, CMO at Kandji, to talk about reinventing modern B2B marketing through branding, community, and AI. They discuss why people — not logos — build the strongest brands, how anchor content drives scalable distribution, and why marketers must continuously reinvent themselves to lead effectively. Sylvia also shares insights on navigating long buyer journeys and rising acquisition costs.

In this episode of Making Sales Social, host Stan Robinson Jr. takes the reins to explore five powerful Sales Navigator features that can supercharge your B2B outreach. From targeted search filters and intent signals to customizable alerts and curated lists, discover how this premium LinkedIn tool helps sales pros stay laser-focused, uncover new opportunities, and start better conversations. Whether you're a Sales Nav novice or a seasoned user, this episode delivers actionable insights you won't want to miss.

Today on the show we have Ramli John, founder of Delight Path and author of Product-Led Onboarding and the upcoming book Eureka.In this episode, Ramli shares why activation and onboarding are some of the most overlooked yet impactful levers for reducing churn, and how early-stage friction, especially emotional and social, can silently kill growth.We dive deep into what he calls the “Hierarchy of B2B Friction,” how companies can identify moments of delight and confusion, and why taking a cross-functional approach to onboarding is crucial as you scale.We wrap up by discussing how top companies like Miro and Figma empower users to look good to their teammates, and why making your champion the hero is the ultimate onboarding win.As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on andrew@churn.fm. Don't forget to follow us on Twitter.Mentioned resources: Delight PathProduct-Led OnboardingEurekaProductLedAppcuesMuralMiroFigmaAmplitudePendoChurn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

What happens when a seasoned GTM leader becomes CEO for the first time and steps into a founder-led company with a global team? In this episode, Eric Anderson, CEO of Walnut, shares what it's really like to take over a business built by someone else. He talks with AJ Bruno about building trust across time zones, rebuilding the go-to-market motion, and making bold decisions while honoring legacy culture. From listening tours to tough calls on pricing and segmentation, Eric opens up about the challenges and wins of his first six months in the role.Thanks for tuning in! New episodes of Topline drop every Sunday and Thursday.Don't miss GTM2025 — the only B2B tech conference exclusively for GTM executives. Elevate your 2026 strategy and join us from September 23 to 25 in Washington, D.C. Use code TOPLINE for 10% off your GA ticket.Stay ahead with the latest industry developments and emerging go-to-market trends with Topline Newsletter by Asad Zaman. Subscribe today.Tune in to The Revenue Leadership Podcast every Wednesday, where host Kyle Norton talks with real revenue operators and dives deep into what it takes to succeed as a modern revenue leader.You're invited! Join the free Topline Slack channel to connect with 600+ revenue leaders, share insights, and keep the conversation going beyond the podcast!Key chapters:(00:00) - Introduction to Topline and Eric Anderson(02:30) - Eric's Journey to CEO at Walnut(06:49) - Navigating Cultural Differences in Leadership(09:11) - Understanding Board Dynamics as a CEO(11:36) - Making Bold Decisions as a First-Time CEO(15:00) - Strategic Focus and Market Positioning(16:52) - Looking Ahead: Future Plans for Walnut

In this episode of the HR Like a Boss podcast, John interviews Clark Willcox, a seasoned recruiter and founder of Digital Recruiter. They discuss Clark's journey from sports management to recruiting, the evolving landscape of talent acquisition, and the importance of human resources in organizations. Clark emphasizes the need for HR to facilitate rather than dominate, the challenges of a noisy recruiting environment, and strategies for standing out in the digital space, particularly on LinkedIn. They discuss the importance of building a personal brand, maximizing recruitment strategies, and the challenges faced by HR professionals in the recruiting process. They emphasize the need for proactive recruiting methods, the value of personal content marketing, and the significance of authenticity in attracting the right candidates.ABOUT CLARKClark Willcox is a seasoned recruiter, entrepreneur, and the founder of Digital Recruiter, a coaching and consulting program that helps recruiting professionals master the art of LinkedIn marketing, content strategy, and automation. With over a decade of experience in the recruiting industry, Clark began his recruiting career at Aerotek after a stint in door to door B2B telecom sales, quickly hitting $10K in weekly spread within five months and earning a world-class Net Promoter Score (NPS) from his clients while selling recruiting services in the skilled trades and light industrial sectors. As an account manager, he also trained and led multiple recruiters who went on to earn promotions under his guidance, further solidifying his impact as both a high-performer and a mentor.Today, Clark channels that frontline recruiting experience into helping agencies and recruiters generate inbound leads, build magnetic LinkedIn brands, and close business through value-driven outreach. His framework blends niche positioning, authentic content, and smart automation to create marketing that builds trust before the first call. Through Digital Recruiter, his strategies have helped clients generate millions in new business pipelines while transforming how they attract and win high-quality clients in an increasingly digital-first world.

What do you do with the world's largest supercomputer? This week, Technology Now looks further at the world of supercomputers and explores what the world's largest supercomputer, El Capitan, and it's sister machine, Tuolumne, are used for. Rob Rieben, a computational physicist at Lawrence Livermore National Laboratory, tells us more.This is Technology Now, a weekly show from Hewlett Packard Enterprise. Every week, hosts Michael Bird and Aubrey Lovell look at a story that's been making headlines, take a look at the technology behind it, and explain why it matters to organizations and what can be learnt from it.About Rob: https://www.linkedin.com/in/rieben1/SourcesWhat are supercomputers used for:https://www.anl.gov/science-101/supercomputingToday I learned: https://www.england.nhs.uk/2025/05/nhs-first-in-world-to-roll-out-revolutionary-blood-test-for-cancer-patients/https://www.theguardian.com/society/2025/may/29/revolutionary-dna-blood-test-to-offer-thousands-in-england-tailored-cancer-careThis week in history:https://www.esa.int/About_Us/50_years_of_ESA/50_years_of_humans_in_space/First_woman_in_space_Valentina

As a part two from last week on differentiating yourself on LinkedIn, this week's episode dives into how to ignore the doom and gloom algorithm stats and create your own brand engine. We share the strategy and tips to become your own human algorithm to build impressions, connections and opportunities from being proactive with your personal brand and profile. CONTACT US:Michelle J Raymond is a globally recognized LinkedIn™️ for business growth speaker, author and consultant. Her services – audit & strategy, LinkedIn training and LinkedIn profile rewrites. LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/michellejraymond/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://b2bgrowthco.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Michelle B. Griffin is an international personal branding & PR speaker, strategist, author, podcaster, and LinkedIn® visibility expert. As the founder of Brand Leaders® and the Own Your Lane® Recognition Roadmap, she advises, speaks and trains B2B industry experts to clarify their value, grow strategic visibility, and lead with lasting authority.LinkedIn:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/michellebgriffin/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Websites: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://michellebgriffin.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ and ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠OwnYourLane.io⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Buy your copy on Amazon- The LinkedIn Branding Book, The Power of Two: Build Your Personal and Business Brand on LinkedIn for Exponential Growth -⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://mybook.to/The_LinkedIn_Branding_Book⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://MichelleSquared.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠LINKS⁠⁠⁠⁠⁠The LinkedIn Branding Book + Workbook⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Position Yourself Personal Branding Planner⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Business Gold: LinkedIn Company Pages⁠⁠⁠⁠⁠SUBMIT YOUR QUESTION:Simply DM both Michelles on LinkedIn to submit your question for a future episode.

#256 Email Deliverability | In this episode, Dan is joined by Sarah McNamara, Revenue Operations & GTM Strategy Lead at Vector, and Alex Fine, co-founder of Understory, an agency helping B2B SaaS companies scale with outbound, paid, and email. Both Sarah and Alex are experts in email strategy, specifically the behind-the-scenes mechanics that make or break your deliverability.They break down what B2B marketers often overlook when it comes to getting emails opened, read, and replied to, and share practical tactics to improve performance across newsletters, outbound, and lifecycle campaigns.Dan, Sarah, and Alex cover:Why email deliverability issues are more common than you think and how to spot them earlyThe metrics that actually matter (hint: opens and clicks aren't on the list)How to protect your domain reputation and warm up inboxes the right wayIf email is part of your GTM motion, this episode will help you reach more inboxes and stop your messages from disappearing into the void.Timestamps(00:00) - – Intro (03:18) - – Meet Sarah and Alex (05:23) - – Why email deliverability matters more than subject lines (07:38) - – How to tell if you have a deliverability problem (09:53) - – The most useful (and overlooked) deliverability metrics (12:13) - – Why replies matter more than opens or clicks (14:38) - – Tools Alex and Sarah use to monitor deliverability (16:53) - – Should you buy a dedicated IP? (18:48) - – How to evaluate platforms for deliverability (21:08) - – Getting sales to care about data hygiene (23:38) - – Deliverability tips for small senders and solopreneurs (27:34) - – Subdomains vs. secondary domains (30:24) - – How many inboxes per domain is too many? (32:29) - – Best practices for cold outreach (35:19) - – How security bots skew your open and click data (38:19) - – What counts as “spam” (and how filters decide) (41:34) - – How to re-engage cold or inactive lists (44:19) - – What to A/B test in subject lines (and when it's pointless) (47:29) - – How to build a healthy, opt-in list from scratch (50:19) - – When to stop emailing cold leads (52:34) - – Welcome sequence tips for engaged subscribers (55:29) - – How to warm up a new domain (58:49) - – Final takeaways and advice Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Knak. Email (in my humble opinion) is the still the greatest marketing channel of all-time.It's the only way you can truly “own” your audience.But when it comes to building the emails - if you've ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever. That's why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.Frustrated by clunky email builders? You need Knak.Tired of ‘hoping' the email you sent looks good across all devices? Just test in Knak first.Big team making it hard to collaborate and get approvals? Definitely Knak.And the best part? Everything takes a fraction of the time.See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

Live from Cannes Lions, the Sleeping Barber Podcast welcomes back Matthew Herbert and Connor Archbold from Tracksuit. Together, we unpack the standout talks, themes, and campaigns that caught our attention—from Instacart's performance-to-brand pivot to Elf Beauty's billion-dollar playbook. We explore the evolving role of creators, lessons from compound creativity, the power of consistency in B2B marketing, and why media accountability needs to move beyond “viewability.”Also: creative shoutouts from Telstra's puppet-driven Olympics campaign to a perfectly toasted slice of New Zealand.Whether you're on the Croisette or catching up from home, this episode brings you the sights, sounds, and smarts of Cannes.Timestamps00:00 – Introduction01:30 – Instacart's brand transformation journey03:00 – Scott Galloway, Rory Sutherland & Elf Beauty: Ditch the semantics04:30 – Walking the Palais basement: Craft, awards & standout work07:50 – Telstra's puppet-led Olympics campaign08:55 – Toasting the perfect slice: A NZ bread brand goes big10:30 – The power of creative consistency & long-running platforms13:40 – LinkedIn B2B Forum with Marcus Collins & Mimi Turner14:45 – Compound creativity with Andrew Tyndall, Les Binet & Sarah Carter16:00 – Why ads wear out for marketers, not for people17:30 – Repetition, memory, and mental availability18:00 – B2B buying cycles, hidden buyers & trust signals18:45 – Media measurement: Why "seeability" is better than "viewability"19:50 – Finding balance: bravery and humility, brand and performance20:30 – Instacart & the brand-performance multiplier effect21:10 – Highlights from Zappi's Creativity Effectiveness Report23:15 – Kantar's Jane Osler on creator-led marketing & brand equity25:15 – Wrapping up: Cannes takeaways & what's next

Bienvenidos a un nuevo episodio de "Con Licencia Para Vender", el podcast donde exploramos tácticas de ventas reales para entornos de alta exigencia, como lo es el mundo de la tecnología. Hoy te traigo un tema que, si vendes en B2B, seguro conoces de cerca: el seguimiento comercial. Pero no cualquier seguimiento… sino ese que parece eterno, que no lleva a nada, donde te ves repitiendo el típico mensaje:

If you think Hallmark is just about greeting cards and holiday movies, think again. In this first of a two-part conversation, I sit down with Patrick McCullough, President of Hallmark Business Connections, to explore how over 110 years of creating emotional connection can teach B2B brands how to build stronger, more meaningful relationships—with customers, employees, and even themselves.Patrick brings years of experience helping companies foster loyalty and purpose by focusing on what really matters: relationships. You'll hear about how trust is built over time, why meaningful interactions at work make life more fulfilling, and what B2B leaders can do today to create a culture of connection.In a world where people are tired of being treated like transactions, this episode offers real, actionable steps on how to lead with care, create trust, and build loyalty that lasts. Whether you're a marketer, a sales leader, or an executive trying to shape a more human-centered culture—there's something in here for you.We all can learn from Hallmark.

The world is changing more rapidly than at any time in human history.  It is easy to become set in your ways, especially when it comes to sales and marketing efforts. In this podcast, I look at some of the practices that were 'fine in the past' but are obsolete today. ************************************************************************        Dave Kahle's goal is to provide sales leaders and small businesspeople with practical actionable ideas that can make an immediate impact on your sales performance.          Dave is a B2B sales expert, and a Christian Business thought leader.  He has authored 13 books, presented in 47 states and 11 countries and worked with over 500 sales organizations.  In these ten-minute podcasts, his unique blend of out-of-the-box thinking and practical insights will challenge and enable you to sell better, lead better and live better.        Subscribe to these ten-minute helpings of out-of-the-box inspiration, education and motivation. Dave's substack page   

Bli med på en eksklusiv live-utgave av GRIT-podcasten fra Venture Night – arrangert av McKinsey & Company, Venture Summit og Ferd Impact Investing. Panelet besto av personer som virkelig har levd GRIT i praksis:Leif Kristian Nestvold-Haugen – tidligere toppalpinist, nå gründerAndreas Mjelde – gründer og daglig leder (CEO) av Two, et ledende norsk fintech-selskap innen B2B-betalinger Inger Ellen Nicolaisen – suksessrik gründer med lang erfaring i norsk næringslivDe delte sine unike perspektiver på det å skape noe stort – enten det er i idrett, tech eller tradisjonelt næringsliv. Vi snakker ærlig om motgang, utholdenhet og hva som kreves for å bygge noe som varer – alt foran et engasjert publikum. Trykk play for en energisk og inspirerende samtale om drivkraft, risiko og suksess.Cecilie Ystenes Myhre er eier og daglig leder av Raw Performance as.Selskapet leverer mental-og ledertrening på organisasjons-, gruppe-og individnivå.Se mer på www.rawperformance.no. Hosted on Acast. See acast.com/privacy for more information.

In this episode of CEO Diaries, LinkedIn's Jessica Jensen shares essential B2B marketing strategies every entrepreneur needs. From leveraging AI to mastering LinkedIn for customer acquisition, Jessica reveals how to scale your business and build a winning marketing plan. Don't miss these insights on transforming your B2B approach. Visit - ⁠⁠www.linkedin.com/DOAC⁠⁠ Follow Jessica Jensen - https://www.linkedin.com/in/jensenjessica/ Watch The Diary of a CEO Episodes On YouTube - https://www.youtube.com/c/%20TheDiaryOfACEO/videos Learn more about your ad choices. Visit megaphone.fm/adchoices

Jeremy discusses his Miami Bitcoin office, building a staking platform directly into Bitcoin client, redesigning Bitcoin script entirely, CTV endorsement process, and why Bitcoin should make users feel dramatically more free on the day they start using it.You're listening to Bitcoin Season 2. Subscribe to the newsletter, trusted by over 7,000 Bitcoiners: https://newsletter.blockspacemedia.comJeremy Rubin joins us to talk about his secretive Miami Bitcoin office building Polybeam bridge and a Bitcoin staking platform, his controversial ideas for redesigning Bitcoin script entirely using RISC-V instead of the current "crappy programming language," his CTV endorsement process and why CAT proposals fell short, plus his theory on optimal soft fork activation timing to avoid holidays and summer vacations.Subscribe to the newsletter! https://newsletter.blockspacemedia.comNotes:• Building Bitcoin staking platform into core client• Polybeam bridge connects Bitcoin to StarkNet• CTV endorsement process received few submissions• Recommends 10 megabytes memory for new script• Early November best time for soft fork activation• In-person work more effective than remoteTimestamps:00:00 Start01:39 Working from home03:10 Jeremy's secret project04:17 Polybeam05:28 Char & Bitcoin staking07:11 Staking within the client09:58 Whiteboarding at OP_NEXT11:47 64 byte transactions28:49 Drama & Kanye30:52 CTV36:54 Softfork activation (the human version)45:21 Best day of life-

In this episode of The Influence Factor, Alessandro Bogliari chats with Alanah Joseph, Head of Creator Partnerships at HubSpot. Alanah shares how creator partnerships are evolving, why community is key in podcasting, and strategies to grow and monetize a podcast. From networking and consistent publishing to leveraging newsletters, she offers practical insights for creators and brands alike.

Heather Kollar is the founder of h2ocleanse and The Heather A. Kollar Agency, who helps organizations secure clean water solutions while guiding B2B companies to connect with their ideal clients.Through her water quality consulting and strategic marketing services, Heather transforms complex environmental and business challenges into actionable solutions, drawing from her expertise in both corporate marketing and environmental advocacy.Now, Heather's pandemic pivot from water quality consultant to LinkedIn marketing expert demonstrates the power of adaptability in business.And while building a self-sustaining marketing agency, she's positioning herself to make an even bigger impact in returning our water to its life-giving force.Here's where to find more:www.h2ocleanse.comwww.heatherakollar.comhttps://www.linkedin.com/in/heatherakollar___________________________________________________________Welcome to The Unforget Yourself Show where we use the power of woo and the proof of science to help you identify your blind spots, and get over your own bullshit so that you can do the fucking thing you ACTUALLY want to do!We're Mark and Katie, the founders of Unforget Yourself and the creators of the Unforget Yourself System and on this podcast, we're here to share REAL conversations about what goes on inside the heart and minds of those brave and crazy enough to start their own business. From the accidental entrepreneur to the laser-focused CEO, we find out how they got to where they are today, not by hearing the go-to story of their success, but talking about how we all have our own BS to deal with and it's through facing ourselves that we find a way to do the fucking thing.Along the way, we hope to show you that YOU are the most important asset in your business (and your life - duh!). Being a business owner is tough! With vulnerability and humor, we get to the real story behind their success and show you that you're not alone._____________________Find all our links to all the things like the socials, how to work with us and how to apply to be on the podcast here: https://linktr.ee/unforgetyourself

In this episode of the Your Digital Marketing Coach podcast, we're taking a deep dive into a platform that's often overlooked in digital marketing — YouTube. With so much talk around LinkedIn, TikTok, and even AI-driven search, it's easy to forget that YouTube is the second largest search engine and a massive opportunity for both B2C and B2B marketers. My guest, YouTube expert Dane Golden, shares why YouTube is more than just a place to post videos — it's a powerful engine for growing trust, building relationships, and driving real business results. If you're not using YouTube strategically yet, now's the time to rethink how it fits into your digital marketing mix.Guest LinksConnect with Dane on LinkedInDane's Agency VidActionDane's YouTube Ads PodcastLearn More: Buy Digital Threads: https://nealschaffer.com/digitalthreadsamazon Buy Maximizing LinkedIn for Business Growth: https://nealschaffer.com/maximizinglinkedinamazon Join My Digital First Mastermind: https://nealschaffer.com/membership/ Learn about My Fractional CMO Consulting Services: https://nealschaffer.com/cmo Download My Free Ebooks Here: https://nealschaffer.com/books/ Subscribe to my YouTube Channel: https://youtube.com/nealschaffer All My Podcast Show Notes: https://podcast.nealschaffer.com

Welcome to the Rialto Marketing podcast. Today's episode is a Revenue Acceleration Series interview with seven-figure B2B business owners and their growth-minded executives who are actively trying to grow their business and get to the next level. We discuss the good, the bad, and the ugly so that you can learn from their experience.>>> Whenever you are ready, here are 4 ways we can help you reach your revenue goals faster...#1 Unlock the full potential of your marketing engine. We'll provide you and your team with the direction, insights, and tools necessary to excel in the complex landscape of modern marketing. - Marketing Advisor On Call#2 Discover the marketing strategies & tactics that will guide your next quarter and unlock explosive growth in 90 minutes. - Quick-Start Marketing Strategy Game Plan#3 Discover a tailor-made strategy for unprecedented growth to transform your marketing in 30 days. - Unlock Your Growth Opportunities#4 If you need guidance on the most effective direction for your marketing, then schedule a call with us today! - Get Your Free Discovery Call Now

In this episode of Karma School of Business, Sean Mooney continues the Elements of Value series, exploring what private equity professionals focus on when evaluating businesses that have the potential to thrive. You'll hear from: 0:49 - Vinay Kashyap of MainSail Partners on identifying bootstrap B2B software companies with strong growth potential, durable customer value propositions, and resourceful entrepreneurs. 6:19 - Kristin Johnson of Altamont Capital Partners on how her firm assesses market opportunities, team capabilities, alignment with founders, and introduces the concept of a "red team" to bring rigor to investment processes. 12:19 - Trent Hickman of VSS on partnering with founder-led businesses, the importance of management integrity, shared vision, and identifying "multiple ways to win." 20:50 - Misha Logvinov of MGX on the critical role of leadership quality, adaptability during change, and building a robust technology infrastructure that supports scalability and innovation. To listen to Vinay, Kristin, Trent or Misha's full podcast episode, go to https://www.bluwave.net/podcasts. To get connected to a world-class, perfect-fit service provider from our curated network, go to https://www.bluwave.net/start-a-project.

If you're a cleaning business owner or blue-collar service pro trying to stand out online, this episode is for you.James sits down with Jeremiah Dalesio, founder of INCITE Productions, to break down how content marketing actually works in B2B and how blue-collar and “non-sexy” industries can create authentic, consistent content that actually drives trust, revenue, and brand awareness.He shares the real reason most marketing fails, how to build content that fits your brand, and the lessons from youth sports that translate into stronger teams, better leadership, and long-term growth.They dive deep into:Why most companies are just blending ingredients instead of plating the full mealHow to create content that actually lands with your clientsWhy consistency and clarity win in content The biggest mistake blue-collar companies make with social mediaWhat it really means to be authentic in your brandingPlus — special shoutout to Jay, who's now leading podcast production for The Profitable Cleaner. If you've noticed our content leveling up… now you know why.Whether you're spending hours in Canva, burning out trying to go viral, or stuck wondering why your content gets no engagement — this one gives you the roadmap.

How can emotional targeting and customer psychology transform your conversion rates? Talia Wolf, founder and CEO of GetUplift, joins Jamil Zabaneh to break down her proven framework for website and landing page optimization, including actionable research methods, audit strategies, and the most effective emotional triggers for both B2B and eCommerce brands. Learn how to do meaningful customer research on a budget, avoid common CRO mistakes, and use AI wisely in your marketing. New episodes drop weekly—subscribe and never miss expert advice to dominate your digital marketing strategy.

In this episode of Death to the Corporate Video, Guy Bauer, founder and creative director of Umault, breaks down the three biggest shifts shaping B2B video marketing in 2025: -The Liquid Death-ification of B2B – Everyone wants to be the next Jester Brand like Liquid Death or Duolingo, but should your brand be funny? Guy explores why brand honesty matters more than trend-chasing. -The Death of the Corporate LinkedIn Profile – Organic reach is dead, and your carefully built follower count might be meaningless. Discover what this means for distribution and how to adapt your video strategy. -The Rise (and Slop) of AI Video – AI tools promise viral content at scale, but at what cost to your brand? Learn how to use AI without losing your identity in a sea of soulless content. Tune in for a candid and practical look at how to stay smart and sane as B2B video enters a new era.

In this episode of "Women in B2B Marketing," host Jane Serra is joined by Chaenara O'Brien - a sharp strategist who splits her time between leading digital GTM at vFunction and consulting with startups via Thought Bakery.Chaenara brings a refreshingly grounded, systems-first lens to modern marketing, shaped by a background in energy trading, operations, and engineering services. The conversation unpacks what it really takes to build future-ready go-to-market teams, avoid burnout, and lead with both curiosity and clarity in a time of constant change.Jane and Chaenara dig into:How her career in ops + energy trading led to B2B marketing leadershipWhat “scenario planning” actually means - and how to make it actionableWhy marketers need to stop reacting and start building systemsHow AI is reshaping what it means to “do more with less”Creating space for failure and curiosity on high-performing teamsWhy outdated ideas of brand control and executive presence need to goWhat GTM leadership should look like - and where it's headedOutgrowing tech and how to protect your sparkKey Links:Guest: Chaenara O'Brien: https://www.linkedin.com/in/chaenara/Host: Jane Serra: https://www.linkedin.com/in/janeserra/ --Like WIB2BM? Show us some love with a rating or review today!

Send us a textIn this episode we interview Ritvij Gautam, Head of Growth at Glencoco.Rit shares his journey from a physics-philosophy undergrad to building and exiting a UX startup, and now scaling B2B sales with Glencoco. But the heart of this episode? Crafting content with AI—without losing soul.What you'll learn in this episode:Why authenticity matters more than ever in AI-written contentHow to start your article with emotional impact and work backwardThe exact prompts and workflows Rit uses with ChatGPTThe value of training AI on your personal tone and styleWhy modular writing beats monolithic content generationHow human intuition must remain in the AI loopWhy good SEO is a byproduct—not the goal—of great contentThe difference between hollow AI output and refined, high-impact messaging

In this episode of Future Finance, hosts Paul Barnhurst and Glenn Hopper welcome Natalia Toronyi, a finance executive with nearly 20 years of experience in financial transformation. The conversation delves into Natalia's impressive journey from navigating life during the collapse of the Soviet Union in Ukraine to leading financial transformations in major global companies. The episode explores how AI is reshaping finance, particularly in the areas of internal audits, treasury, and talent management. Natalia shares insights on the real-world applications of AI in finance, discussing both its potential and challenges.Natalia Toronyi is a finance executive with nearly two decades of experience leading financial transformations across various sectors, particularly in Fortune 500 global industrial manufacturing companies. Known for her problem-solving mindset and focus on data-driven decision-making, Natalia has led numerous automation and digital transformation projects. Her passion for people-first leadership, integrity, and innovation has made her a trusted leader in the finance space.In this episode, you will discover:How AI is transforming the finance function, from internal audits to treasury management.The importance of creating well-defined processes and SOPs as AI continues to integrate into business functions.How automation and AI tools can optimize working capital, cash flow forecasting, and financial risk management.The evolving role of talent in the finance industry and how leaders should focus on developing strategic and critical thinking skills.Key considerations when evaluating AI tools for finance teams, including scalability, security, and ROI.Natalia's expertise makes this episode a must-listen for anyone interested in AI and finance. Her insights on AI in audits, treasury, and talent management offer valuable takeaways for both finance professionals and tech enthusiasts, inspiring new ways to approach decision-making and business processes.Follow Natalia:LinkedIn - https://www.linkedin.com/in/nataliatoronyi/Join hosts Glenn and Paul as they unravel the complexities of AI in finance:Follow Glenn:LinkedIn: https://www.linkedin.com/in/gbhopperiiiFollow Paul:LinkedIn - https://www.linkedin.com/in/thefpandaguyFollow QFlow.AI:Website - https://bit.ly/4i1EkjgFuture Finance is sponsored by QFlow.ai, the strategic finance platform solving the toughest part of planning and analysis: B2B revenue. Align sales, marketing, and finance, speed up decision-making, and lock in accountability with QFlow.ai. Stay tuned for a deeper understanding of how AI is shaping the future of finance and what it means for businesses and individuals alike.In Today's Episode:[03:27] - Natalia's Background[10:09] - Treasury & AI[13:08] - AI in Audits[17:07] - Evaluating AI Tools[24:39] - Talent Development & AI[28:10] - Future of Finance[32:41] - Advice to Younger Self[33:23] - Leadership Across Cultures[35:02] - Episode Wrap-Up

Troy Helming is building the future of infrastructure with EarthGrid, a company developing an underground super grid network of tunnels across North America using revolutionary plasma torch technology. As a serial entrepreneur who founded two unicorns in the renewable energy space, Troy brings decades of experience in wind and solar power to solving one of the most critical infrastructure challenges of our time. EarthGrid has raised $63 million and secured an $18 billion joint venture commitment from the Kuwait Investment Authority to build 10,000 miles of underground tunnels over the next decade. Topics Discussed: EarthGrid's mission to build an underground super grid network using plasma torch excavation technology The massive infrastructure challenge of transmission line development in the United States Troy's journey from early solar exposure 45 years ago to founding multiple renewable energy companies The regulatory breakthrough of becoming a telecommunications utility in 46 states Overcoming the "supply problem, not demand problem" with over 20,000 potential customers in their pipeline The $18 billion joint venture with Kuwait Investment Authority's Enertech subsidiary Plasma torch technology's ability to cut through hard granite and other materials conventional machines cannot handle The vision for moving freight and eventually people through underground tunnel networks GTM Lessons For B2B Founders: Choose industries with structural supply-demand imbalances: Troy has successfully built three consecutive companies where demand far exceeds supply, eliminating the need for traditional sales teams. He specifically targets infrastructure sectors where "the need is so acute and there aren't that many companies doing it, and the ones that are, the demand exceeds the supply." B2B founders should research industries with massive unmet demand and limited competition, particularly in infrastructure where the barriers to entry are high but the market need is desperate. Solve regulatory risks early through strategic positioning: Rather than fighting regulatory battles, Troy transformed EarthGrid into a regulated telecommunications utility, gaining rights to build under public roads in 46 states representing 97% of US GDP. This strategic move eliminated the primary risk factor that kills most infrastructure projects. B2B founders should identify their biggest regulatory or compliance risks early and find creative ways to work within existing frameworks rather than against them. Build resilience through failure conditioning: Troy's experience with rock climbing and American Ninja Warrior taught him to "overcome the fear of people looking at you when you might fail" and to "shake it off, get back up and go again." After pitching over 2,000 times with a 97% rejection rate, he learned to treat fundraising as a numbers game rather than personal rejection. B2B founders should actively seek experiences that condition them for repeated failure, whether through athletics, public speaking, or other challenging pursuits that build mental resilience. Validate demand before building supply: EarthGrid already has "close to 20,000 potential customer contacts" and over 50 signed letters of intent before fully commercializing their technology. Troy validates market demand through extensive research and customer outreach before investing in full product development. B2B founders should spend significant time understanding their market's pain points and securing early customer commitments before building complex solutions. Leverage personal capital for strategic advantage: Troy's ability to "wait to start your company until you have enough money in the bank" prevents short-term financial pressures from forcing poor strategic decisions. His personal investment in EarthGrid (part of the $63 million raised) demonstrates commitment to investors while providing operational flexibility. B2B founders should consider how personal financial runway affects their ability to make optimal long-term decisions rather than being forced into suboptimal short-term choices.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM   

This week on Revenue Rehab, Brandi Starr is joined by Sherry Grote, creator of the Harmony Hero framework and a B2B marketing leader with 25+ years transforming brands and driving revenue. Sherry believes marketing and HR hold untapped power as revenue accelerators—but only if their voices are amplified beyond traditional roles and given real influence in the boardroom. Challenging the status quo that sidelines these functions, Sherry argues that true revenue growth hinges on aligning people, brand, and culture—not just products and pipelines. If you're ready to rethink where brand power really drives the bottom line, tune in—and decide if Sherry's perspective changes your mind.  Episode Type: Problem Solving - Industry analysts, consultants, and founders take a bold stance on critical revenue challenges, offering insights you won't hear anywhere else. These episodes explore common industry challenges and potential solutions through expert insights and varied perspectives.  Bullet Points of Key Topics + Chapter Markers: Topic #1: Marketing & HR—The Undervalued Revenue Drivers [04:44]  Sherry Grote boldly argues that marketing and HR are essential drivers of revenue and brand but are consistently marginalized in executive decision-making. She challenges the conventional belief that marketing is a “faucet you can just turn on” and spotlights how HR's influence on culture is chronically overlooked—particularly damaging “in an artificial everything world.” Brandi Starr echoes the misalignment, noting most companies pigeonhole this partnership as “marketing giving HR tchotchkes,” prompting a debate on the true strategic potential of these functions when united.  Topic #2: Boardroom Influence—Turning Up the Volume on Brand Voices [07:14]  Sherry argues that the boardroom routinely sidelines marketing and HR, relegating them to after-thought status in favor of sales, finance, and product updates. “HR, we really don't have time for you to talk, so just put your slide in there and we'll just make sure that the board has that.” She proposes a radical change: marketing and HR should proactively demonstrate their impact on revenue, culture, and pipeline to win advocates among CFOs, CROs, and CPOs—shifting from self-promotion to integrated business influence.  Topic #3: Rethinking Compensation and Collaboration for Revenue Alignment [17:50]  Sherry challenges revenue leaders to recognize compensation misalignment as a core driver of inefficiency and discord between marketing, sales, and HR. She critiques the “rip and replace” approach to CMOs, tying it to systemic incentive problems: “It's often the head of marketing that really sees this breakdown and challenge and having that real relationship with HR could be an opportunity to help to influence that.” Brandi pushes for actionable solutions, leading to a discussion about moving BDRs into marketing and partnering with HR to overhaul incentive structures for true revenue team alignment.  The Wrong Approach vs. Smarter Alternative  The Wrong Approach: “A leader before they've had a time to actually make an impact in the business.” – Sherry Grote  Why It Fails: Swapping out marketing or HR leaders too quickly disrupts momentum and undermines strategic initiatives before they can take hold. This short-sighted turnover prevents teams from making the incremental changes necessary for lasting impact and damages organizational culture and continuity.  The Smarter Alternative: Instead of jumping to leadership changes, companies should focus on building strong alignment and rapport between sales, marketing, and HR, giving leaders the space and support needed to drive meaningful, long-term business results.  The Most Damaging Myth  The Myth: “Marketing is a faucet that you can just turn on and you will get instant results.” – Sherry Grote  Why It's Wrong: This belief leads organizations to expect immediate impact from marketing efforts, creating unrealistic timelines and frustration when quick results don't materialize. As Sherry explains, marketing is actually more like a well that requires consistent pumping—building effective campaigns takes time, ongoing effort, and a systems approach. When companies operate under the “faucet” myth, they make disruptive changes or swap out talent prematurely, undermining long-term progress and ROI.  What Companies Should Do Instead: Treat marketing as an engine that needs sustained investment and incremental improvement. Allow marketing leaders time to build momentum, focus on developing processes, and foster strong cross-departmental relationships—especially with HR—to build a people-first culture that supports brand and revenue growth.  The Rapid-Fire Round  Finish this sentence: If your company has this problem, the first thing you should do is _ “Ensure that you have built rapport with sales, marketing and HR to be in total alignment.” – Sherry Grote  What's one red flag that signals a company has this problem—but might not realize it yet? “If your employees don't have psychological safety, then you do not have a culture that is going to have a positive brand influence.”  What's the most common mistake people make when trying to fix this? “Changing out a leader before they've had time to actually make an impact in the business.”  What's the fastest action someone can take today to make progress? “Know what your 5% is—be clear on what makes you different from everyone else doing your type of job, whether you're in HR, marketing, finance, or sales.”  Buzzword Banishment: Sherry's buzzword to banish is "amplify." She dislikes this term because in today's environment—where it's applied to everything—the word has been overused and lost its impact and meaning. Sherry notes that while "amplify" once described increasing awareness or engagement in a meaningful way, its ubiquity now renders it ineffective and even frustrating to encounter.  Links:  LinkedIn: https://www.linkedin.com/in/sherrygrote/  Instagram: https://www.instagram.com/theharmonyhero  Facebook: https://www.facebook.com/people/The-Harmony-Hero/61568386591394  Website: https://www.theharmonyhero.com  Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live  

To get your hands on the Mega-AI-Prompt outlined in this episode, visit: ⁠⁠https://growthforum.io/growthai⁠Stop wasting money on shiny AI tools that don't deliver. In this no-holds-barred conversation, David and Luigi break down the exact AI tech stack that's delivering 35-43% efficiency gains for B2B teams right now. You'll get the step-by-step evaluation framework they use with GrowthForum clients to cut through the hype and identify tools that actually drive revenue.

What can a satirical HBO series teach you about building a scalable, high-impact B2B marketing engine? A lot—if you ask Manish Gupta.In this episode, 4-Time CMO Manish Gupta joins Caspian CEO Ian Faison to deconstruct the show Silicon Valley and extract lessons on marketing, storytelling, team dynamics, and startup chaos. Together, they explore how to translate complex technology to engage your audience, prioritizing content in your marketing, and including human moments to build brand trust.About our guest, Manish GuptaManish Gupta is a 4x CMO, having led marketing at companies like LaunchDarkly, Sonar and Redis. Manish brings deep experience scaling B2B technology businesses across public and private markets, including acquisitions and strategic transitions.His leadership spans category-defining companies such as Redis, Sonar, Liaison, Oracle, and Apple, where he has successfully driven both product-led and sales-led growth. With domain expertise in software infrastructure, AI, SaaS, cloud, and communications, Manish is known for navigating complex business models and delivering sustainable growth.He has also served as an advisor, board member, and investor in early-stage startups. Manish holds Master's and Bachelor's degrees in Engineering from Georgia Tech and an MBA from Santa Clara University.What B2B Companies Can Learn From Silicon Valley:Tech needs a translator. Technology is hard to understand—even for your audience. “Translating really complex technologies into simple-to-deliver messaging is an art form,” Manish says. “Great technology needs a great story, right? The narrative is so important, and how you deliver the narrative and how you package it is key to the success.”Content is the engine. Not the garnish. Manish makes it clear: “The whole marketing engine should be built around content.” That means investing in formats your audience truly wants—like hands-on guides and short-form videos—and making sure every asset is tailored to a specific persona and stage in the journey.Human moments build brand trust. Whether it's the "Not Hotdog" app or the team playing their bizarre “Always Blue” game, Silicon Valley nails the emotional truth of startup life. That same humanity should be visible in your marketing. Quotes*“ We as marketing leaders have to be very mindful that not everything and everybody in every marketing organization can evolve and move at an exponentially improved pace just because you have the tools. Yes, it has to move on that trajectory, but there has to be a level of reality put into the expectation. Otherwise there's gonna be burnout.”*”I think particularly in the B2B tech space, you've got almost a bifurcation of folks that use the technology but don't have any budget ownership, versus people that have the decision-making authority and the budget ownership but aren't necessarily very close to the technology. And I think marketing has to deal with that two-pronged approach in everything that it does and the channels that get activated. The messaging that has to align with the audience is certainly the content that has to be created, and that can be complicated. Balancing that is a nuanced execution for marketing teams.”*”A CMO should run the entire marketing engine around content. And this is not to invoke the old adage of ‘Content is king,' but, you know, what are you at the end of the day? Delivering or communicating to your target audience, whether it's an existing customer or a prospect you're trying to win over. It is content and how you package that content, how you position it, what story and narrative is wrapped around the technology to deliver is really, at the end of the day, what matters.”Time Stamps[00:55] Meet Manish Gupta, 4-Time CMO[01:05] Why Silicon Valley?[08:22] What is Silicon Valley?[16:01] B2B Marketing Takeaways from Silicon Valley[24:02] Balancing Predictability and Innovation[28:10] Targeting Practitioners vs. Decision Makers[30:26] Creating How-To Content[33:18] Importance of Content[39:33] Measuring ROI Around a Series of Content[42:13] Advice for CMOs on Content Strategy[43:25] Final Thoughts and TakeawaysLinksConnect with Manish on LinkedInAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

At any given time, 95% of potential B2B buyers aren't in-market for your product. Only 5% are actively shopping. Most people your ads reach won't buy anytime soon.This week, Elena, Angela, and Rob explore the 95/5 rule introduced by professor John Dawes in 2021. They discuss how this principle contradicts the familiar 80/20 rule, why the fundamental principle applies beyond B2B categories, and how brands can shift from "hunter" to "farmer" mindsets. The team also covers creative strategies for reaching the 95% who aren't ready to buy yet and why mental availability matters more than immediate conversion. Topics covered: [01:00] Origins of the 95/5 rule and how it contradicts 80/20 thinking[04:00] Why the rule makes sense for B2B but challenges B2C assumptions[07:00] How modern marketing overemphasizes tracking immediate conversions[09:00] Calculating the 95/5 rule for your specific category[12:00] Creative strategies that build memory structures for future buyers[14:00] Shifting from hunter to farmer mentality in advertising strategy[17:00] Brand versus performance marketing balance under this rule  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: John Dawes: The 95:5 Rule: https://johndawes.info/the-955-rule/ Tyrona Heath: Why You Should Follow The 95-5 Rule: https://tyronaheath.com/2022/08/11/why-you-should-follow-the-95-5-rule/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Is China's strategic push for chemical self-sufficiency reshaping the global petrochemical landscape? John Richardson, senior consultant at ICIS, joins The Chemical Show to share insights on how misjudged growth expectations for China, shifting demographics, and the rise of state-driven capacity expansions have led to the deepest, longest downturn in industry history. John and host Victoria Meyer examine why capacity was built around hopes for perpetual strong Chinese demand, only for real estate and demographic headwinds to alter the trajectory—creating a world of oversupply, negative margins, and mounting uncertainty. Their conversation covers the ongoing impact of trade tensions, the real drivers behind Chinese investment decisions, and why shutting down uneconomical assets is becoming a pressing necessity, especially in Europe and Asia. John and Victoria also weigh the challenges and promises of AI and data intelligence in a conservative, data-guarded sector, and offer advice for industry leaders navigating persistent market disruption. For chemical professionals, these perspectives highlight why adaptability, intelligence, and innovation will be critical in mastering both today's volatility and tomorrow's opportunities. Discover more about the following topics: How China's pivot from growth to self-sufficiency is reshaping global petrochemicals. Why chemicals face their worst business cycle ever, with Asian producers bleeding money on polyethylene. How tariffs and shifting policies create constant uncertainty for chemical companies. Why China's government-backed enterprises compete on strategy, not just cost. How data and artificial intelligence will separate industry winners from losers. “We've all assumed that polymer sciences are, you know, composites and stuff and playing with the same basic molecules, but maybe not.”  — John Richardson 00:00 Chemical Industry Insights by John 06:08 Domestic Chemical Manufacturing Expansion 08:48 Polyethylene Margins: China vs. Middle East 11:31 Tariffs and Global Business Perspectives 14:43 China's Trade Resilience Amid Challenges 20:23 Data Sharing's Impact on AI 23:50 Debating Productivity's True Impact 26:34 AI: Industrial Revolution or Renaissance? 30:49 Innovative Multi-Pane Glass Advancements 31:43 Innovative, Stronger Glass Advances  Subscribe to The Chemical Show on YouTube  ***Don't miss an episode: Subscribe to The Chemical Show on your favorite podcast player.  ***Like what you hear? Leave a rating and review. ***Want more insights? Sign up for our email list at https://www.thechemicalshow.com 

From GTM Live:This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets.They break down what's really going wrong: not too much paid media, but too much spend on a strategy that doesn't convert. Pipeline is down. Revenue is down. And yet, the response is often to spend more, not better.You'll hear why performance marketing often fails to deliver real outcomes, how misaligned KPIs drive bad decisions, and what separates newer, agile companies from legacy players still running outdated GTM playbooks.Megan shares insights from working with dozens of growth-stage companies and how leadership mindset, speed of iteration, and willingness to challenge old assumptions can make or break your demand strategy.If you've been trying to defend paid spend, or wondering why results are flat despite doing “all the right things”, this episode is for you.Key topics in this episode:Why paid media often fails to convert to pipeline or revenueThe difference between new-school and old-school GTM teamsWhy optimizing for MQLs leads to the wrong outcomesHow to rethink measurement for real demand captureWhat high-performing growth teams do differentlyThis episode is powered by ⁠⁠Passetto⁠⁠. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠⁠⁠passetto.com⁠⁠.

Every Wednesday we release our all new “HALO Academy: 2 Minute Financial Drill" by Integrity Square Founder & HALO Talks host, Pete Moore on everything you need to know for financial literacy, unit economics, legal documents used for M&A and capital raises, capital sources you can access, understanding how financings are structured, valuation metrics and parameters, and what you need to know about your own business before engaging in cap raises and/or a potential sale. If you missed our email about this, you can re-read it here: https://mailchi.mp/9567da51c0ce/2025programschedule  ====================================================== RESOURCES  https://www.integritysq.com https://www.halotalks.com https://www.thehaloacademy.com  Watch the video here: https://www.youtube.com/@halotalks   =================================================== ABOUT YOUR INSTRUCTOR  Pete is the Founder, Managing Partner and Chief Dream Architect at Integrity Square ("ISQ"), a leading boutique financial advisory firm focused on the $4.7T Health, Active Lifestyle, Outdoor ("HALO") sector. Since founding ISQ in 2010, the firm has played an active advisory role in 100+ mergers & acquisitions, private placements and advisory assignments across North America. Pete Moore and his team have also invested in passionate entrepreneurs at HigherDOSE, XTEND, and Promotion Vault. ISQ's media and "live education" properties include HALO Talks, the leading B2B podcast in the sector, Time To Win Again, and the HALO Academy, an Executive Education Bootcamp Series.  Prior to ISQ, Pete was Head of the Active Lifestyle & Wellness Group at Sagent Advisors (2003-2010.) Prior to 2003, Pete was co-founder of FitnessInsite, a SasS sales management platform with 1500+ clients (based in AZ.) At FitnessInsite, Pete invested his personal capital, leveraged his credit cards and learned what it takes to manage a startup. Pete built his business and financial acumen on top of the foundation laid at three critical positions early in his career: Senior Associate at Brockway Moran & Partners, the private equity owner of Gold's Gym International, Inc; worked as an Associate at Donaldson, Lufkin & Jenrette; and an Analyst at Chase Securities. (Now JP Morgan.)  ISQ saw a need for a deeper & more useful level of education in the HALO sector. In response, we launched the HALO Talks podcast, with 500+ completed interviews and over 120,000 downloads. HALO Talks has become a “must listen” for anyone working or investing in the sector. Pete graduated from Emory University (BBA, 1994) and received his MBA from Harvard Business School (1999.) While at HBS, he co-founded IRON PLANET, the leading B2B auction site for used heavy equipment, which was sold to Ritchie Bros for $758 million. His hobbies include: Football, basketball, tennis, podcasting, amateur ventriloquism, pro bono DJ and fitness enthusiast.

In this episode, Eitan Koter chats with Joshua Lauer, founder of Lauer Creations Inc., about one of the most common marketing pain points today: making sense of your data.Joshua has worked with over 100 companies, including multimillion dollar brands, to clean up their Google Analytics (GA4), streamline reporting, and help teams actually use their data to make better decisions. In just two years, he's generated over $500K by doing exactly that.If your tracking setup feels off, your reports are confusing, or you're unsure which numbers to trust, this episode is worth a listen.Joshua explains what usually goes wrong with GA4, how to approach data without getting overwhelmed, and what really matters when it comes to tracking performance for eCommerce and B2B sites.You'll also hear about how to create dashboards that are clear and easy to use, which metrics are worth paying attention to, and how to connect the dots between marketing performance and business results.This conversation makes analytics feel less like a chore and more like a tool that supports real growth.Whether you're leading a team, managing a store, or just trying to stop flying blind with your marketing efforts, this episode will help you get a clearer picture of what's working and what's not.Let's get started.Website: https://www.vimmi.netEmail us: info@vimmi.net Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ Talk to us on Social:Eitan Koter's LinkedIn | Vimmi LinkedIn | YouTube Guest: Joshua Lauer, Chief Executive Officer at Lauer CreationsJoshua Lauer's LinkedInTakeaways:Truth, accuracy, and growth are essential in marketing intelligence.Data chaos leads to confusion and ineffective...

Is your CMS holding your creativity—and marketing growth—hostage? When speed and agility are everything, most marketing teams are still stuck in the slow lane—waiting on developers to publish updates, launch campaigns, or even fix a typo. Sound familiar? Today's guest says it's time for marketers to take the wheel. Mark Wheeler, Chief Marketing Officer at Storyblok is here to talk about redefining what a CMS should be—with a composable, API-first platform that puts control back in marketers' hands. With clients like Netflix and Adidas, Storyblok is helping to lead a movement away from bloated, outdated systems and toward a faster, smarter, more flexible way of working. About Mark WheelerAs CMO of Storyblok, Mark Wheeler leads the marketing strategy and execution to drive business growth and redefine the CMS category. Recognized as a Top 100 B2B global CMO, he's dedicated to building communities for marketers and developers. With a deep understanding of digital experiences, Mark ensures Storyblok delivers exceptional value. Previously, as CMO of LeanIX, he played a key role in doubling customers in two years and contributing to its successful acquisition by SAP. He has also held senior marketing roles at Nutanix, EMC, Sitecore, and Adobe. RESOURCES Storyblok: https://www.storyblok.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Online Scrum Master Summit is happening June 17-19. This 3-day virtual event is open for registration. Visit www.osms25.com and get a 25% discount off Premium All-Access Passes with the code osms25agilebrand Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

This week on GTM Live, Carolyn unpacks one of the most deeply ingrained—but damaging—habits in B2B go-to-market: measuring success based on which department sourced the deal.While many marketing leaders know this approach doesn't reflect reality, changing it is hard, especially in legacy orgs with outdated attribution models, internal inertia, and leadership that still demands simple answers to complex questions.In this solo episode, Carolyn breaks down the real problem: measuring performance by team creates siloed decision-making, warped incentives, and misses what actually moves buyers through the funnel.You'll hear why the future of GTM performance measurement is about mapping buyer behavior across an interconnected journey, not slicing credit by department. And she shares the exact 5-part framework Passetto uses to help teams ditch "department-sourced" for something far more accurate and impactful.If you've ever struggled to prove Marketing's full impact, or if your exec team is still obsessed with MQLs and last-touch attribution, this episode will hit home.Key topics in this episode:Why “department source” attribution is outdated and misleadingThe real structure of a modern buyer journeyHow this model leads to misaligned KPIs and credit battlesWhy most GTM teams lack the data architecture to measure what mattersA new framework to measure engagement, prospecting, and sales as one integrated systemThis episode is powered by ⁠⁠Passetto⁠⁠. We help high-growth and equity-backed B2B SaaS companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠⁠passetto.com⁠.