B2B Marketing Exchange

The final episode of our milestone Season 10 is here, and we're closing out with a top-rated panel discussion from B2BMX West in Scottsdale this past February. Today, you'll hear from experts and marketing practitioners, who took the stage to dive into recent research on the state of demand generation.

Digitalzone surveyed 1,500 B2B marketers from around the world to better understand the modern B2B marketer and the state of the demand gen industry. This research uncovered new and emerging industry trends and helped establish some new benchmarks for 2024 and beyond. 

This panel of experts from G-P and Indeed will dive into the key insights from this research and discuss how these market trends are impacting their own organizations. They'll also explore questions such as: 

• What demand gen strategies are working?  
• How do you delineate brand and demand?
• How are marketers interacting with third-party vendors? 
• How are marketers using data to enhance demand gen strategies?  
• How are marketers measuring and evaluating ROI of demand gen tactics?

Tune in for the finale today and be sure to subscribe to the podcast so you don't miss our Season 11 kick off! 

RELATED LINKS: 

• Our B2BMX West event is coming soon! Sign up for updates here.
• Follow us on LinkedIn and X.

The traditional boundaries of demand generation and account-based marketing are blurring, and the need for a more integrated and strategic approach to driving growth in the B2B landscape is apparent. 

In this episode, you'll hear from Wes Lieser, VP of Demand Generation & Marketing Search at Versique; Sam Nohava, VP of Global Marketing - Manufacturing & Logistics Service Providers for Blue Yonder; Madeline Maguire, Head of B2B Marketing at Grubhub; and Annie Chamberlain Head of Account-Based Marketing & Experiences at Lumen Technologies, as they explore the dynamic landscape of demand gen and ABM, as well as the pivotal moment where these strategies intersect. 

Tune in now to hear: 

• How companies can leverage the power of data, personalization and automation to effectively target high-value accounts while still maintaining a broad reach; and 
• Practical insights and best practices for marketers looking to strike the right balance between demand generation and ABM to achieve optimal results in today's competitive B2B marketplace.

RELATED LINKS: 

• Learn more about B2BMX East, here;
• Register for B2BMX East to see Daniel’s presentation using this special 15% off code just for our listeners: MXPOD15; and
• Follow us on LinkedIn and X.

Research shows that companies that have leading digital and AI capabilities outperform laggards by two to six times on total shareholder returns (TSR) across every sector analyzed. 

As CMO of Lookout, a mobile and cloud security company, Deb Wolf was challenged to explore the application of AI within her organization. Recognizing its potential to enhance productivity and speed up time to customer value, Lookout's marketing team leveraged large language models (LLM) to improve their sales enablement efforts, increase marketing productivity and seamlessly translate and localize marketing materials. 

In this episode, a session replay from B2BMX West, Wolf talks about her team’s journey to quickly integrate AI into how they work in a way that gives her team real lift.  

She'll uncover: 

• The various use cases Lookout Marketing considered to build AI into their day-to-day workflow; 
• How the team went from zero to value in less than eight weeks; 
• Earned ROI the team has seen and continues to see on the AI journey; and
• Challenges faced and ways to quickly overcome them.

RELATED LINKS: 

• Connect with Deb Wolf here; 
• Learn more about B2BMX East, here;
• Register for B2BMX East to see Daniel’s presentation using this special 15% off code just for our listeners: MXPOD15; and
• Follow us on LinkedIn and X.

In today’s AI-driven B2B environment, the true competitive advantage lies not in the technology itself but in how it’s leveraged to help marketers enhance the human experience. 

In this episode, Klaudia and Kelly sit down with Daniel Englebretson, AI Strategist and creator of the “Rule of 100” framework, where he revealed a practical blueprint for empowering B2B marketing teams to orchestrate highly relevant, authentic and contextual campaigns that put the human experience at the forefront. 

Throughout this discussion, Englebretson touched on how to: 

• Foster a mindset shift across organizations that give marketers a better understanding of the AI’s potential in enhancing human-centric marketing;
• Adapt marketing strategies to leverage AI capabilities, enhance processes to incorporate AI-driven insights and balance AI utilization with maintaining authentic human connections; and
• Develop an AI toolkit tailored for your team’s needs by implementing the "Rule of 100" for individual and team productivity gains; and
• Scale AI adoption across your organization using the ShiftOS framework.

RELATED LINKS: 

• Connect with Daniel Englebretson here;
• Learn more about B2BMX East, here;
• Register for B2BMX East to see Daniel’s presentation using this special 15% off code just for our listeners: MXPOD15; and
• Follow us on LinkedIn and X.

If you've spent hours looking at a stuck pipeline with the thought: "How can us as marketers do more to help accelerate this," this new episode of the B2BMX Podcast is for you. We're going back to Scottsdale to replay a session from our friends at Nexthink, titled: "The Golden Ticket: How To Build A Pipeline Acceleration Campaign."

Tune in if you have that "win and lose as a team" mentality and want to do all you can to help your sales colleagues to progress and win their deals (and, let's face it, hit their bonuses).

Jennifer Fields and Kaitlin Dell'Erario both work as Sr. Demand Gen Marketing Managers at Nexthink, calling themselves "Partners in Pipeline" who focus on integrated global customer upsell and new logo campaigns. In this episode, they will talk you through steps to building, learning and measuring success with pipeline progression tactics. You'll get an overview of elements to incorporate into a campaign designed to progress pipeline, including a fun direct mail campaign case study from Nexthink.

Tune in now to hear:

• Tactics to incorporate into a pipeline acceleration campaign; 
• How to work with internal stakeholders to ensure success; and
• Results from Nexthink's real-life case study “The Golden Ticket.”

RELATED LINKS: 

• Learn more about Nexthink here; 
• Learn more about B2BMX East, here;
• Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; and Follow us on LinkedIn and X.

The buying experience in B2B has and continues to change dramatically. Buyers are now more informed and demanding than ever before, and they expect a personalized and seamless experience from start to finish.

In this episode of the B2BMX Podcast, you’ll hear from ex-Googler and current VP of Revenue Marketing for DigitalOcean Steve Armenti. He took the B2BMX stage in Scottsdale earlier this year to share a new framework designed to provide buyers with a better purchasing experience. 

With several demand and growth leadership positions under his belt, Armenti focuses on building demand and growth teams that drive revenue. Tune in now to learn how to use ABM in a new capacity to meet the evolving needs of today's B2B buyers. 

Armenti will dive deep into topics such as: 

• Aligning sales and marketing as step zero; 
• The future of account intelligence and mapping (how gen AI accelerates this); 
• Shifting from MQLs to MQAs; 
• Redefining the role of lead generation;  
• The power of ABM in lifecycle marketing campaigns; 
• Ai-driven personalization for account-based strategies; and 
• A new way to measure ABM. 

It's time to perfect your ABM strategies for the modern B2B buyer... and reap the benefits! Don't miss Armenti's highly-rated keynote to get the ultimate ABM framework. 

RELATED LINKS: 

• Connect with Steve Armenti on LinkedIn here; 
• Learn more about B2BMX East, here;
• Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; and
• Follow us on LinkedIn and X.

Account-Based Marketing has been a staple in B2B for quite some time. Yet, the practice feels newer than ever as the industry evolves. But Mason Cosby, Founder of Scrappy ABM, argues that ABM innovation has yet to reach its peak, and we're still in the early, "buzzword days," as studies show that 94% of B2B marketers are building ABM programs despite challenges in understanding what it actually means.

During this episode of the B2BMX Podcast, co-hosts Klaudia and Kelly sat down with Cosby, a B2BMX alum and upcoming B2BMX East keynote speaker, to discuss the trials and tribulations of ABM, which include lack of clarity, difficulty in measuring success and a struggle in executing ABM programs effectively (just to name a few). Cosby also emphasized what it takes to scale ABM and why it's so important to validate program effectiveness and identify valuable signals within existing tools before scaling.

Tune in today to hear:

• Why misalignment between sales and marketing teams is a major reason for ABM failure;
• How successful ABM programs focus on the right processes and message alignment (versus shiny new tools like AI);
• What it means to "stack signals" to build programming around existing signals for better engagement;
• How to simplify ABM programs through a modular approach; and So much more!

Get these and more practical tips to perfect your ABM practices for the rest of the year!

RELATED LINKS:

• Get the scoop on Mason Cosby’s company, Scrappy ABM, here;
• Learn more about B2BMX East, here;
• Register for B2BMX East and see Mason’s keynote live using this special 15% off code just for our listeners: MXPOD15; and
• Follow us on LinkedIn and X.

To build strong relationships with existing customers, research shows 84% of B2B marketers are relying on content marketing. With modern customers demanding personalization, relevance and value in every post-sale interaction, even the savviest marketers struggle with developing long-term relationship-building strategies and demonstrating the ROI of retention-focused content.

It's all about creating a content strategy that goes beyond the initial sale and keeps customers interested and involved throughout the entire customer lifecycle. In this episode of the B2BMX Podcast, we're kicking it back to B2BMX in Scottsdale to replay an action-packed panel discussion, featuring some of the industry's greatest minds.

Hear from Jake Sanders of NinjaCat, Dana Harder of Unreal Digital Group, Jen Spencer of SmartBug Media and our very own Kelly Lindenau as they discuss the power of content in customer retention, with a focus on:

• How to strike the right balance between educational, informative content and cross-sell/up-sell promotions;
• How to think about campaign strategies and make use of it for demand throughout the entire customer lifecycle;
• The importance of incorporating and aligning diverse content formats with customers’ preferences to maintain their interest;
• How to ensure that content remains relevant to changing needs and the customers’ challenges, as well as the top strategies for measuring the impact of retention-focused content; and 
• So much more! 

Don't miss out on hearing one of our highly rated B2BMX sessions in the comfort of your home, office or commute! 

RELATED LINKS: 

• Get all the information you need about our new event, B2BMX East, here;
• Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; and
• Follow us on LinkedIn and X.

There's a lot of talk around intent data and ABM, but not nearly enough real examples on how to use it. But OpenSesame’s Director of Growth Marketing, Sarah Sehgal, is here to save the day. Her session at B2BMX in Scottsdale was chock full of insights to help marketers demystify intent data and transform it from a catchy concept into a toolbox of tactical strategies. 

In just 30 minutes, Sehgal shared five tactics almost any marketing team could activate in the next 30 days, including person-level funnel models, creating dynamic account lists, actionable dashboards and more. Tune in today to learn: 

• Actionable Integration Techniques: How to immediately apply intent data tactics in your marketing and sales processes; 
• Case Studies of Success: Gain insights from real-world examples demonstrating the effective use of intent data; and
• Quick Wins with Measurable Outcomes: Discover how to achieve quick, measurable results using intent data strategies.

RELATED LINKS: 

• Learn more about OpenSesame here.
• Connect with Sarah Sehgal on LinkedIn here. 
• Catch Sehgal’s interview with co-host Kelly Lindenau here.
• Get all the information you need about our new event, B2BMX East, here;
• Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; and
• Follow us on LinkedIn and X.