B2B Revenue Acceleration

There’s only one letter between losing and closing a deal. It’s also the first letter in competition. And guess what? You should know your competition. Assuming your sales team knows your product, your services, and your value, the next step is to equip them with knowledge about their competitors. This enables them to address questions the customer may not even be asking yet, but they’re certainly considering. “Well, the other company does xyz....” On this episode of the B2B Revenue Acceleration podcast, Chris Geisert delivers powerful tactics on battle cards, when to review your competitors, and when to focus on your own product or service. Chris is the CMO at Lockpath, where they help customers from SMB to enterprise manage risk (a.k.a., GRC or integrated risk management). Chris’s expertise rests on his 25 years in marketing, in everything from the regional theme park industry, to the agency side to AOL, B2B, and B2C. His breadth of experience has given him a wide-eyed view of marketing and sales, and competitive analysis.

ABM continues to attract attention globally. What began as a B2B marketing phenomenon in the US, has penetrated European markets. If you google “account-based marketing,” you’ll find just over half a billion results. Breathe easy. We brought in an expert, Joel Harrison, Editor-in-Chief at B2B Marketing. B2B Marketing is an organization dedicated to serving B2B marketing professionals. As they continue to research the state of ABM around the globe, they’ve developed the ABM Competency Model. Joel broke down the entire model for us on B2B Revenue Acceleration. And, he did it in sales terminology.

Time to scale your marketing operations? That’s a good place to be — it likely means your business or industry is growing. Still, scaling marketing operations can be challenging. On this episode of B2B Revenue Acceleration, we asked Brendan Kavaney to join us for this discussion. We plugged him with questions about martech, data, internal expertise, and service marketing, and he did not disappoint. Brendan is the Global Head of Field Marketing and Demand Generation at Mindtree, an IT services company with 20k employees and $1B run rate.

“Isn’t it cheaper to build our own in-house sales development team?” “How would an external, outsourced BDR mesh with our exiting, in-house marketing team?” These are great questions, and Dan has the answers. This episode we tackle misconceptions businesses have about external BDRs and SDRs. Also, we introduce our new co-host, Dan Seabrook. Dan is the VP of Sales at Operatix, where he’s been for over 4 years, coaching and developing inside sales teams. He reports directly to the CEO (our co-host Aurelien Mottier.)

ABM has been around for a while now. But many companies are still struggling to implement an AMB program successfully. Leanne Chescoe came on the latest episode of the B2B Revenue Acceleration podcast to talk about how to successfully implement an ABM initiative, focusing on how to operationalize ABM with intent data. Leanne is a career long B2B marketer, but currently works as the Senior Manager Field Marketing EMEA at Demandbase.

Branded pens. You’ve probably got a stash of them in your laptop bag from that last trade show you attended. But have you ever thought about the kind of ROI companies like yours are getting from those pens? Well, really, the ROI your company is getting out of being an exhibitor at trade shows? What if there were certain steps you could take to increase that ROI? That’s exactly what Hannah Mans came on the B2B Revenue Acceleration podcast to talk about. Hannah is the Director of Marketing at Directive, a B2B and enterprise search marketing agency. She follows a 6 step system to ensure her company gets the most ROI out of their trade show events.

“Success is not a terribly good teacher.” At least that’s what Jeremy Langley says. We don’t often sit back and reflect on our successes. But do we take the chance to look at our mistakes and learn from them. That’s why Jeremy recently wrote an article sharing the six biggest lessons he’s learned as a B2B marketer. He recently came on the B2B Revenue Acceleration podcast to talk about those mistakes, and how to avoid some of them. Jeremy is currently the Portfolio Chief Marketing Officer at The Marketing Centre, where he works with small-mid size tech business, to help accelerate their growth through strategy development and marketing. He has 20 years of experience in SaaS technology, mainly in commercial leadership roles, ranging from Managing Director to Chief Commercial Officer to CMO. Here’s what he had to say about common mistakes we make as B2B Marketers.

What does being a major signed heavy metal musician and an amazing salesperson  have to do with each other? Everything. Dale Dupree is widely known as the Copier Warrior as well as being the host of the Selling Local Podcast and leader of the Sales Rebellion. Dale understands personal branding in a way that many in the corporate world do not. On a recent episode of The B2B Revenue Acceleration Podcast, Dale joined me to discuss personal branding. Particularly the critical need for authenticity, transparency, and creativity. While it may cost you in the short term, these branding traits are critical. They will set you apart and drive more sales. He explains how developing his authentic brand has led to more closed deals, the push back he has received from corporate culture, despite record sales, his best practices for personal brand building, and how all mistakes are good.

Gily Netzer has been working in the cybersecurity sector for almost 20 years. She’s worked with startups such as Illusive Networks and large brands, like Symantec. As you can imagine, she’s witnessed quite the evolution in the industry. One major challenge marketers like Gily face in the cybersecurity space is that it can be difficult to sell a product to customers who do not see the need for it. Another challenge facing marketing VP’s like Gily is finding creative ways to break through the noise. On today’s episode of the B2B Revenue Acceleration podcast, Gily joined us to talk about her experience with this challenge as a marketer in cybersecurity. She also shared some key considerations to keep in mind as you work towards closing deals.

It wouldn’t matter if you listened closely or not. If you’re in cybersecurity, you know about the innovation pouring from Israeli companies. We wanted to know exactly why Israel’s cybersecurity market is so strong, and what we can expect in the future. On this episode of the B2B Revenue Acceleration podcast, we talked directly with Ofer Schreiber, a partner at YL Ventures. YLV is a $140 million fund specifically focused on Israeli tech, and specializes in cybersecurity.