B2B Marketing Exchange

Research shows that 90% of consumers expect brands to display empathy with them through the brand’s messaging, while 97% of customers say empathy is the most important element in customer engagement. So why is empathy still widely perceived as a soft skill rather than the superpower that it is and the role it plays in creating successful brands? Rob Volpe of Ignite 360 took the stage at B2BMX East in Alpharetta, GA to demystify empathy and clear up the misconceptions which can lead to mistakes in marketing strategy and messaging. In this special episode, host Klaudia Tirico sat down with Rob an hour before his presentation to dive into the topic of empathy in marketing. Plus, don't miss Rob's entire presentation immediately after the interview to learn: The misconceptions about what empathy is and is not; How the use of empathy is a strength in marketing and branding;How to overcome common barriers to be empathetic with customer segments;Practical application tips and examples for empathetic brand engagement; andThe tools needed to build your empathy “muscles.”RELATED LINKS: Connect with Rob Volpe on LinkedIn; Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

Want the secret sauce for diversifying lead gen sources and using digital content to generate warmer, low-cost leads? Don’t miss this session replay on today’s episode to hear how WIKA USA partnered with EVGMedia to write content using longer-tail, higher-converting search terms, generate leads via website and blog form fills, and boost overall website traffic. In this session replay from B2BMX East in Alpharetta, GA., WIKA's Director of Marketing, Jessica Woodside, and EVGMedia's Director of Audience Development, Laura Lee, will uncover how to: Develop a winning SEO strategyFocus on optimizing content with low search rankingsIncrease the number of Google featured snippets via content editing and moreDevelop your own internal linking strategy to keep users on your site and engagedMeasure success with meaningful metrics.RELATED LINKS: Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

B2BMX is all about bringing real practitioners together to talk through real challenges and share solutions to real problems and industry trends. Today's guest, Christine Elliott, is an industry veteran who has been part of the B2BMX community since 2012! She took the stage at B2BMX East in Alpharetta, GA, to share her career journey and highlight her work in content strategy and marketing. Most recently she played a pivotal role in helping EY's tax practice create a differentiated narrative that could connect its services to client issues. Our hosts sat down with Christine after her session to discuss the power of content curation and why even the biggest brands must work hard to connect with clients in a meaningful way. The trio dove into topics such as: How to shift from brand-heavy strategies to creating narratives; Various challenges and success of a successful EY campaign that was built with "spit and duct tape;"The importance of content strategy in driving demand and generating leads;Why a "less is more" approach can generate greater engagement; andThe need to experiment with different content formats.Tune in now for a lively conversation about all things content! RELATED LINKS: Connect with Christine Elliott on LinkedIn; Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

You heard our conversation with Nadia Davis of PayIt from the show floor at B2BMX East in Alpharetta, GA last week; now it’s time to dive deeper into the topic of revenue-driven ABM with a replay of her highly rated keynote. Many companies enthusiastically dive into ABM, only to face disappointing results and wasted resources. In this session, Nadia delves into the strategies for executing ABM correctly, ensuring buy-in and participation across the business. She’ll also spotlight six key tactics that will make any revenue or demand gen marketer an ABM hero. Get the scoop on how you can transform any ABM approach into a revenue-generating powerhouse that delivers measurable results and drives sustainable growth for your business. Tune in now to learn how to: Create a business-centric ABM strategy and implementation design for the executive buy-inReport, track and attribute to show measurable results and tangible ROIGet sales buy-in, enablement and training: Making the sales team the biggest advocates and champions of ABM.RELATED LINKS: Connect with Nadia Davis here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15Follow us on LinkedIn and X.

Nadia Davis is the Senior Director of Revenue Marketing and Marketing Operations at PayIt, a government tech SaaS company serving 100 million people across the U.S. and Canada. During her conversation with co-host Klaudia Tirico on the show floor at B2B Marketing Exchange East in Alpharetta, GA, Davis discussed the challenges and strategies for implementing a successful Account-Based Marketing (ABM) program. Specifically, Davis highlighted the importance of operations in ABM success, noting that many organizations underestimate this aspect. She also emphasized the need for alignment across the go-to-market (GTM) team, effective training of BDRs, and the critical role of data attribution. Davis also cautioned against over-reliance on AI for sentiment analysis, stressing the need for a robust technical foundation for ABM.Tune in town to uncover: Challenges in implementing ABM strategies; Gaps between marketing and sales in ABM initiatives; The importance of a business-centric ABM strategy; How to communicate the value of ABM to stakeholders; Methods for reporting and tracking ABM;Tips for training sales team for ABM; andThe future of ABM and the role of AI. RELATED LINKS: Connect with Nadia Davis here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Follow us on LinkedIn and X.

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; andFollow 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; andChallenges 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; andFollow 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; andDevelop an AI toolkit tailored for your team’s needs by implementing the "Rule of 100" for individual and team productivity gains; andScale 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; andFollow 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; andResults 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.