Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold GUEST Webinar Success Secrets and REAL Lead Generation! w/CMO FloQast! [Industry Giant Accounting Platform] Ben Schechter!! 📈 Stop Counting Leads, Start Printing Pipeline | Ep. 430
9 snips
Oct 16, 2025 Ben Schechter, CMO of FloQast and a marketing veteran from Box, Adobe, and RingCentral, shares invaluable insights on B2B demand generation. He highlights how B2C skills can fuel enterprise growth and discusses the enduring power of webinars for engagement and conversion. Ben breaks down the importance of engaging leads over sheer numbers and explains the balance of AEO experiments with SEO. He emphasizes the need to humanize the accounting sector through a distinct brand voice, making it relatable for consumers.
AI Snips
Chapters
Transcript
Episode notes
From B2C To B2B Career Shift
- Ben started in B2C and used conversion and e-commerce skills to transition into B2B product marketing.
- His B2C background helped him drive digital conversion across self-serve to sales-led models at companies like Box and Adobe.
B2B Adopted Consumer Behaviors
- The pandemic accelerated B2B's shift toward consumer-like experiences and self-service behavior.
- Buyers prefer consuming info online, using chatbots, or trying products before talking to sales.
Prioritize High-Value Webinars
- Run webinars because they produce high attendance, engagement, and conversion compared to many channels.
- Prioritize topics and speakers and avoid over-saturating prospects with too many webinars.