B2B

Customer expectations are constantly evolving and that means, no matter what your title or job description is, it's critical to view business problems through a customer lens to ensure your buyers and customers remember your organization as one that makes an impact. 

This week's episode of the B2BMX Podcast is all about customer experience, and co-host Kelly Lindenau sat down with the experience maker himself, Dan Gingiss, to pick his brain on how he helps companies create remarkable experiences that fuel word-of-mouth marketing and beyond. Gingiss will be taking the keynote stage at the B2B Marketing Exchange in Scottsdale, Ariz. in just a few weeks to educate the audience on how they can become experience makers in their own right. 

There's no one more fitting to talk about customer experience than Gingiss. He is an international keynote speaker and business coach with 20 years of experience in customer experience, marketing, social media and customer service. He held leadership positions at McDonald’s, Discover and Humana, and authored two books ("The Experience Maker: How To Create Remarkable Experiences That Your Customers Can’t Wait To Share" and "Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media"). He was also the co-host of the award-winning “Experience This!” podcast. 

Tune into this lively conversation to get a sneak peek into Gingiss' keynote at B2BMX and learn more about:

• How to be the experience maker at your organization; 
• The evolution of customer expectations and what it means for marketers; 
• How customer experience varies for B2B and B2C audience, and where the lines blur; 
• Which aspects of customer experience are overrated; and 
• Much more!

RELATED LINKS: 

• Learn more about Dan Gingiss here.
• Get your copy of Gingiss’ book “The Experience Maker: How To Create Remarkable Experiences That Your Customers Can’t Wait To Share.”
• Follow us on LinkedIn and Twitter.
• Register for the B2B Marketing Exchange in Scottsdale, Ariz. (It's not too late!) 

Let’s face it, your B2B company is not really a household name…yet. Unlike, say, Doritos, your logo likely wouldn’t get recognized if it came without the title of your company; and that’s OK! But according to MNTN’s VP of Marketing Ali Haeri and Pluralsight’s Sr. Director of Marketing Koji Takagi, doubling down and digging deeper into your lower funnel strategies won’t cut it (and burn budgets). Long story short: We can do better. 

During this candid fireside chat at the 2023 B2B Sales & Marketing Exchange, Haeri and Takagi shared their perspective on how to better generate demand, reach your addressable market and focus on understanding the incentives and objectives of the entire go-to-market team. More hot takes include how to: 

• Attract qualified hand raisers with demand efforts; 
• Identify characteristics of audiences across channels;
• Fit retargeting into the bigger picture of your marketing strategy; 
• Use Connected TV in your targeting and retargeting efforts; and
• Get internal teams to care about brand building. 

Haeri and Takagi did not hold back during this conversation. Tune in now to get their contrarian take on lower funnel B2B marketing.

RELATED LINKS: 

• Learn more about Pluralsight here. 
• Get the scoop on all things Connected TV here. 
• Follow us on LinkedIn and Twitter.
• Register for the B2B Marketing Exchange in Scottsdale, Ariz. (It's not too late!) 

The challenges of sales and marketing alignment are a tale as old as time. While research shows the gap is closing, many organizations have yet to master the art of cross-organizational alignment and collaboration. But what if we told you there are a few simple things you can do to work in better harmony with your fellow customer-focused marketers, sales reps and everyone in between? 

During an interview on the show floor of the 2023 B2B Sales & Marketing Exchange in Boston, Mass., host Kelly Lindenau sat down with Courtney Beasley, a long-time B2B marketer and Founder of cobe marketing, a Fractional CMO provider for B2B companies and startups, to pick her brain on sales and marketing alignment, as well as ABM and the intersection of the two. 

Beasley is a longtime member of the Demand Gen Report and B2BMX community with a solid resume of VP and C-level marketing roles under her belt at companies such as Walker Sands, United Way of Greenville County and FUEL for brands. She brings 15 years of experience helping companies develop a brand that resonates and fuels customer interest. During the interview, Beasley shares:

• How there is often a break in trust and communication patterns, resulting in poor alignment across organizations; 
• Why the first thing to fix is the "relationship building" aspect of alignment; 
• Why there is no better way to align items than through ABM; 
• The key characteristics of successful ABM programs; 
• How to identify and define the right ABM strategy for your organization; and
• Much more.

Tune into this candid and fun interview to get quick and easy tips toward true alignment. 

RELATED LINKS: 

• Learn more about Courtney Beasley and cobe marketing here. 
• Follow us on LinkedIn and Twitter.
• Register for the B2B Marketing Exchange in Scottsdale, Ariz. (It's not too late!) 

It’s a turbulent time to be a CRO: Revenue leaders are tasked with uncovering new revenue opportunities and confronting the realities of implementing these strategies in today's competitive market. With that in mind, it’s vital to have valuable insights and practical tips for finding success.

This session replay from the B2B Sales & Marketing Exchange shares insights from the best in B2B, which includes an esteemed panel from companies such as OutSystems, TechnologyAdvice and Pickit. The speakers tackled tons of CRO and revenue-facing priorities and challenges, such as: 

• Tools and tactics to better engage buyers;
• The critical role of data and insights in understanding buying behaviors and patterns; 
• The importance of people and processes behind the technology tools; and 
• Steps to improve pipeline performance at critical stages.

Tune in now to learn tips, tricks and receive advice from CRO experts!

RELATED LINKS

• Follow us on LinkedIn and Twitter.
• Register now for the B2B Marketing Exchange!

The Women in Revenue movement is a powerful initiative to unite dynamic women from various B2B industries who play vital roles in revenue generation. The platform serves as a beacon, illuminating the significant contributions of women in B2B and empowering them to reach new heights.

In this interview on the show floor of last year’s B2B Sales & Marketing Exchange, hosts Klaudia and Kelly chat with Hana Jacover, a Leadership Coach and Board Member of Women in Revenue. They share experiences and tips to help allies learn from one another in our journey toward creating a more balanced and fair business landscape.

Tune in to learn about: 

• The top challenges facing women in revenue roles;
• How allies can help by understanding the issues, being mentors in a partnership approach, and speaking up about important issues like pay equity; and
• The new Speakers Bureau initiative from Women in Revenue, which aims to get more women's voices and stories heard through speaking opportunities.

RELATED LINKS

• Connect with Hana here!
• Learn more about the Women In Revenue Speakers Bureau here.
• Listen to Hana’s presentation here.
• Follow us on LinkedIn and Twitter.
• Register now for the B2B Marketing Exchange!

Every step of the marketing journey presents unique obstacles and opportunities, whether it’s building brand awareness or generating high-quality leads. With those challenges in mind, the biggest concern for marketers is how they can overcome those difficulties to grow and scale their company at the same time.

The latest episode of the B2BMX Podcast highlights a great discussion from the B2B Sales & Marketing Exchange show floor between Nirosha Methananda, Chief Marketing Maven of Sati Marketing, and hosts Klaudia Tirico and Kelly Lindenau. Throughout the discussion, the trio chatted with Methananda about scaling a B2B marketing program for company growth. 

Specifically, they touched upon:

• The importance of understanding the business’s needs and key stakeholders’ priorities to align marketing strategy;
• How to select marketing technologies based on a company’s maturity;
• Why early-stage companies should focus on functions like brand, demand generation and product marketing; and
• How to communicate the value and impact of marketing through the right metrics and storytelling to different audiences.

RELATED LINKS

• Connect with Nirosha here!
• Learn more about Sati Marketing.
• Follow us on LinkedIn and Twitter.
• Register now for the B2B Marketing Exchange!

In today’s episode, Hosts Klaudia Tirico and Kelly Lindenau roll the tape of a B2B Sales & Marketing Exchange session hosted by Nirosha Methananda, former Head of Marketing for companies like Influ2 and Bombora and now the Chief Marketing Maven for Sati Marketing. The presentation explored key strategies and insights from industry experts that empowers listeners to take their B2B marketing to new heights.

Methanada highlighted the importance of having a marketing strategy that aligns with business goals and even helps marketers understand how to get buy-in from other departments. She also touched on how to prioritize building different marketing functions and shared some tips on how to build a marketing team. Specifically, she outlined:

• Factors to consider when selecting marketing technology and tools, such as needs, resources and ability to scale;
• The importance of measuring marketing metrics that are relevant to business goals like ROI and driving recurring revenue; and
• How to connect every marketing role and program to ROI to demonstrate value.

RELATED LINKS

• Connect with Nirosha here!
• Learn more about Sati Marketing.
• Follow us on LinkedIn and Twitter.
• Register now for the B2B Marketing Exchange!

Standing out from the crowd is essential in B2B marketing, but it’s difficult to truly connect with customers on a deeper level. By harnessing the power of storytelling and crafting compelling narratives, marketers can create memorable and relatable moments with lasting impact on their target audience.

In this episode of the B2B Marketing Exchange Podcast, Host Kelly Lindenau interviews Jeanne Kirby, VP of Marketing at full service marketing and communications agency Inviso Corporation, from the show floor at #B2BSMX. The pair explore the art of crafting compelling stories and discover how it can help B2B marketers forge stronger connections with their customers.

Tune in to learn:

• Why you should prioritize storytelling;
• How to stay close to customers through your content creation; and
• Where AI fits into the grand scheme of creating compelling stories.

RELATED LINKS

• Connect with Jeanne here!
• Learn more about Inviso Corporation.
• Follow us on LinkedIn and Twitter.
• Register now for the B2B Marketing Exchange!

In a world filled with endless content and fleeting attention spans, captivating your audience has become more challenging than ever. But fear not, for AI is here to revolutionize the way we approach storytelling in marketing. By leveraging cutting-edge technologies, AI can unlock a world of creativity, personalization and immersive experiences that will captivate your audience like never before.

During this episode, we’re listening back to a session presented by Jeanne Kirby, VP of full service marketing and communications agency Inviso Corporation. She discussed how stories are more memorable than facts and statistics, and how AI can help you find the right stories to tell. 

Tune in to:

• Hear examples of how telling stories about personal experiences or customers can help form connections;
• Get tips for how to craft effective marketing stories, such as finding a relatable hook, using video and AI, keeping the message simple and evoking emotions; and
• Learn why storytelling is a powerful way for businesses to engage customers and generate sales.

RELATED LINKS

• Connect with Jeanne here!
• Learn more about Inviso.
• Follow us on LinkedIn and Twitter!
• Register now for the B2B Marketing Exchange!

In the keynote session at the 2023 B2B Sales & Marketing Exchange this past August, industry thought leader and author Roderick Jefferson dove into the profound significance of consistency, collaboration and success, emphasizing their role in driving business growth and customer satisfaction. 

During this episode, we’re going back to Boston to listen in on Roderick’s session. Throughout his presentation, he showed attendees how they can embark on a journey to unlock the true potential of sales enablement and revolutionize their organization's approach to sales.

Tune in to learn how to:

• Personalize the customer experience by focusing on helping customers rather than just selling;
• Use AI to improve processes like lead scoring, content generation and role playing;
• Measure outcomes and high-value activities rather than just activities;
• Align business functions by bringing them together regularly to ensure everyone is on the same page;
• Continually iterate sales processes, playbooks and strategies based on customer feedback; and
• Speak the language of each business function to partner with them effectively.

RELATED LINKS

• Connect with Roderick here!
• Learn more about Roderick Jefferson.
• Follow us on LinkedIn and Twitter!

Register now for the B2B Marketing Exchange!

You nominated. The judges shortlisted. And you voted. Now, it's time to review 19 great examples of B2B content... and find out what you've chosen as the greatest of all time.

The post B2BQ&A 113: What’s the best B2B content EVER? appeared first on Radix.

When it comes to closing deals, there's no one better at it than the CIA. They are experts in the art of persuasion and building long-lasting relationships with clients — skills that are just as crucial in the world of B2B sales.

During this episode of the #B2BMX podcast, we're returning to a fantastic session hosted by Jeremy Hurewitz, creator of the Sell Like A Spy program. He's a pro at using spy tradecraft and applying it specifically to B2B marketing and sales practices.

Hurewitz draws parallels between the day-to-day work of CIA officers and the responsibilities of BDRs and account managers. He takes listeners on a journey through the unique psychological skills that spies use to make sales and build lasting relationships with clients. Tune in to learn:

• What it means to “sell like a spy;”
• The real challenges of getting to know your prospect;
• How vulnerability cultivates intimacy and humanity breeds credibility; and
• How to learn about people without asking them a question!

RELATED LINKS

• Connect with Jeremy here!
• Learn more about Sell Like A Spy.
• Follow us on LinkedIn and Twitter!
• Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket!

In today's crowded and ever-evolving market, marketers are increasingly working to create content that stands out. However, the key to success lies in going beyond the norm and telling bigger stories that break the sea of sameness. This was the take-home message from a session presented by the one-and-only Jay Baer at the 2023 B2B Marketing Exchange. He encouraged attendees to give themselves, and their teams, permission to find their edge and go-to-market in new, innovative ways.

During this episode of the #B2BMX podcast, we listen to Jay’s session to learn more about the importance of passion when creating content and marketing efforts that delight customers. If marketers are passionate about what they make, everyone else will embrace it, too! Tune in to learn:

• Whether it’s truly possible to “do more with less”;
• Why bravery is currently in short supply in the B2B market;
• Why time-to-win is more important than your pricing model; and
• Tips and best practices to create impactful and bold customer experiences.

RELATED LINKS

• Connect with Jay here!
• Follow us on LinkedIn and Twitter!
• Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket!

For some, marketing is all about leads, leads and more leads. But according to industry veteran Sangram Vajre, Co-founder and CEO of the new go-to-market analyst firm GTM Partners, it’s possible to double revenue every five years without adding new customers — it all rests in how companies go to market. 

During this episode of the #B2BMX podcast, Hosts Klaudia Tirico and Kelly Lindenau chat with Sangram about the importance of companies needing to change their vocabulary and way of measuring success to create more efficient and responsible growth. Tune in to learn:

• The two key acronyms for success — ROI and NRR;
• How AI can help B2B marketing and sales professionals;
• How can practitioners can position themselves to embrace the future of marketing and sales; and
• How Sangram’s new company looks to help others change the way they go to market.

RELATED LINKS

• Connect with Sangram here!
• Learn more about GTM Partners.
• Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket!

Many businesses believe ABM requires complex technology systems and strategies, but the team at Southwest Airlines begs to differ. They kept it simple to get more business travelers flying by focusing on engagement and revenue, and achieved outstanding results in the process: The promotion led to an impressive 22% increase in incremental revenue from a single account!

In this episode, we look back at one of the most popular sessions of #B2BMX, which featured Alexis Skipper and Mia Meade of Southwest Airlines and Neha Shah of Salesforce as they discussed their unique ABM case study. The trio also touched upon the top challenges and trends of 2022 and shared strategies to overcome them in 2023 and beyond. Tune in to learn:

• In-depth research from Salesforce’s “Global State of Marketing” report;
• The challenges marketers are facing with customer expectations and measuring marketing impact;
• How referral programs and other strategies are an effective tool to drive engagement with accounts and open new opportunities; and
• Tips and best practices from Southwest Airlines on leveraging marketing automation to implement these strategies.

RELATED LINKS

• Connect with Neha Shah, Alexis Skipper and Mia Meade!
• Take a deeper look at Salesforce’s “Global State of Marketing Report”!
• It’s never too early to save your seat for #B2BSMX 2023 in Boston! Register before June 22 to save more than $800 off your pass.

Most B2B marketers are seeking new ways to create more integrated and comprehensive strategies to help them reach the right accounts across multiple channels. And while it can be daunting to try and craft a practical multichannel approach, it doesn’t have to be intimidating. 

In this episode, we hear a conversation between Host Kelly Lindenau and Megan Wolfe, VP of Portfolio, ABM, Alliances and Campaign Marketing at the management and tech consulting firm ZS. The show was recorded live in the B2BMX23 Marketplace in Arizona, and the pair discussed the best practices for executing a multichannel ABM campaign (and provided some sci-fi book recommendations, too!). Tune in to learn:

• How buyer and marketing expectations shifted to necessitate a multichannel mentality;
• The new motions of going to market through a campaign approach; and
• Best practices for executing a multichannel ABM campaign that drives results!

RELATED LINKS

• Connect with Megan here!
• To dive deeper into ZS’s ABM journey, check out this article!
• It’s never too early to save your seat for B2BSMX 2023 in Boston! Register before June 22, 2023 to save more than $800 off your pass.