B2B Marketing Exchange

We’re wrapping up Season 9 of the B2BMX Podcast today, with a very special replay from our friends at Forrester. During the B2B Sales & Marketing Exchange, Principal Analyst John Arnold took the keynote stage to share how B2B organizations can turbocharge their growth engines in today's economy. 

It’s no secret that 2023 was a rough year for B2B marketing and sales professionals, and these struggles may or may not have bled into 2024. Layoffs, budget cuts and a heavy “do more with less” mentality — not to mention changing buyer behaviors, economic uncertainty and fierce competition — had marketers heads spinning. But according to Arnold, a better revenue engine won’t be enough to grow your B2B organization. 

In this episode, Arnold will outline three ways B2B orgs can fuel growth in economic downturn, including: 

• Focusing on the value realization gap;
• Aligning the right teams around buyer value; and
• The effective adoption of emerging technology. 

Tune in to learn how to get your revenue engine fueled up and running smoothly. Be sure to catch up on all the episodes from Season 9 before we kick off Season 10 later this year! 

RELATED LINKS: 

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

We're just days away from the 2024 B2B Marketing Exchange and the team is buzzing around to put the icing on the event planning cake. To get our B2B community hyped for the event, co-host Klaudia Tirico chatted with a first-time speaker and new member of the B2BMX family Kate DiLeo. 

Kate is a brand strategist, consulting, speaker and all around super woman who has built the ultimate formula for building a winning brand pitch. She believes that "brand is the path of least resistance to revenue" and works with companies to create a brand that positively impacts the bottom line. 

In this special B2BMX preview episode, Klaudia and Kate chat about all things — you guessed it — BRAND! Specifically, they discuss the ins and outs of Kate's "Brand Trifecta," a specific set of statements that are key to a brand pitch. Other topics of discussion include: 

• The brand versus demand debate; 
• How marketers can strike the right balance between brand and demand and what it takes from the brand side; 
• The criteria for a solid brand team; 
• Why it's not a sales and marketing issue, but a brand issue; and 
• Sneak peeks into Kate's upcoming Workshop and Breakout session at B2BMX! 

RELATED LINKS: 

• Learn more about Kate DiLeo here. 
• Get your copy of Kate's book "Muting The Megaphone" here.
• Follow us on LinkedIn and Twitter.
• Register for the B2B Marketing Exchange in Scottsdale, Ariz. (It's not too late!)

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!

As the “quiet quitting” discussion continues across a variety of industries, brands are rethinking how they manage their human resources. Prioritizing well-being can enhance performance and discover practical strategies to achieve peak productivity without sacrificing mental and physical health.

Let’s kick off the New Year right by listening back to a wonderful session presented by Hana Jacover, a Leadership Coach and former Director of Demand Generation at MadKudu. The session encouraged attendees to experiment with different techniques and build customized protocols for employees’ and their own brain, body and energy levels. 

Some of the key points she discussed included: 

• Prioritizing tasks using frameworks like the Eisenhower matrix; 
• Tracking time to improve estimates and accountability;
• Leveraging brainwave states for different mental tasks; 
• Incorporating breaks according to ultradian rhythms; and 
• Auditing energy usage to improve boundaries.

RELATED LINKS

• Connect with Hana 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!