B2B Marketing Exchange

With 33% of buyers preferring seller-free buying experiences, organizations must strike the balance between offering self-service options while still connecting with their buyers — something the majority are struggling to do.  In the latest episode of the #B2BMX podcast, Host Klaudia Tirico sits down with one of #B2BMX’s featured speakers Marcus Sheridan, who’s scheduled to deliver a keynote and host an exclusive workshop in Scottsdale. The pair discuss the ever-changing world of virtual, hybrid and in-person events, address the challenges presented by seller-free buying journeys and tease Sheridan’s sessions in Scottsdale. Throughout their conversation, Sheridan provides a sneak peek into the topics he’ll address in his keynote, such as:The three tools organizations need on their websites to supplement buyers' desires for self-service journeys;How to create a hybrid event that incentivizes in-person attendance without compromising quality for virtual attendees;Tips and tricks to establish rapport with buyers as they self-navigate through their journeys;The divides and hurdles that are still keeping sales and marketing from achieving total alignment; The five questions that move the needle for content engagement; andMuch more!To ensure you don’t miss out on any of Sheridan’s nuggets of wisdom, take advantage of our exclusive #B2BMX podcast code (B2BMXPOD) to receive 50% off your ticket. What are you waiting for? Register now!RELATED LINKSRegister for the B2B Marketing Exchange in Scottsdale, Ariz.Listen to Season 5, Episode 8 Learn more about Marcus SheridanGet your copy of Marcus’ book: “They Ask You Answer” 

Marketers can spend all day preaching the value prop of their solution — but what will build the most credibility is user-generated content (UGC).  Today’s episode of the #B2BMX podcast features host Klaudia Tirico and Christina Kay, VP of Marketing for ResellerRatings, as the pair provide a sneak peek into Kay’s #B2BMX session “User-Generated Content: Why You Need It To Help Drive Sales + How To Do It.” The pair dive into the best practices of UGC, such as how to identify the best customers to approach and the limitless content options it provides. Throughout the pod, Kay walks listeners through the benefits of UGC — such as generating deeper brand trust and gaining product insights. Specific topics of discussion include: UGC’s transition from the B2C space to B2B, and the specific benefits of it;The lessons involved with negative feedback and the importance of being humbled; Inspiration and examples to get marketers started with UGC; Immediate actionable insights and takeaways that attendees can expect from Kay’s sessions; andMuch more! Kay will dive deeper into these insights throughout her presentation at the in-person #B2BMX — make sure to take advantage of our exclusive #B2BMX podcast code (B2BMXPOD) to receive 50% off your ticket. What are you waiting for? Register now! RELATED LINKSRegister for the B2B Marketing Exchange in Scottsdale, Ariz.Listen to Season 5, Episode 8  

We’re going B2B (back to Boston) for Season 5, Episode 7 of the #B2BMX podcast! Today, you’re getting exclusive access to #B2BSMX’s CMO Panel, where a series of industry hard-hitters provided actionable insights into achieving C-suite status, including the obstacles they encountered and how they overcame them.Led by Sangram Vajre, the panelists — Shawn Herring, Head of Marketing for PandaDoc; Deanna Ransom, Head of Marketing at Senzing and former CMO of Televerde; and Gaurav Bhatia, CMO at PenFed Credit Union — discussed everything from their journeys to their current roles to the best ways of establishing respect amongst colleagues. Specifically, the panel touches upon: How to break through VP- and Director-level roles to hit the C-suite; The qualities attributed to “good” and “bad” CMOs;The importance of being flexible and holding open conversations about your goals;How to build credibility without becoming a “yes person” to get to your desired outcome; andMuch more!Plus, as an added bonus, #B2BMX podcast listeners can receive 50% off their ticket to the in-person B2BMX event in February by using the code B2BMXPOD to register now.RELATED LINKS·       Register for the B2B Marketing Exchange in Scottsdale, Ariz.·       Listen to Season 5, Episode 6

We’ve taken the #B2BMX podcast off replay this week to bring you the latest predictions into the future of B2B marketing! In this week’s episode, Host Klaudia Tirico sits down with Jeff Pedowitz, CEO and President of The Pedowitz group, to shine new light on the requirements of modern marketers who want to see success in the new world brought about by the Covid-19 pandemic. With a specific focus on what the coming months and years might hold for B2B marketers (hint: Hybrid and virtual are here to stay!), the pair dive into:An exclusive look into Pedowitz’s new book, “F The Funnel: A New Way To Engage Customers & Grow Revenue,” that explores the shortcomings of the traditional funnel system and the new model that could replace it; The lessons learned throughout the pandemic, including the importance of staying connected with clients after they sign the dotted line;The necessity of a hybrid event model and what the ideal event might look like;The emphasized importance on forming strong relationships with employees to retain talent amid the “The Great Resignation”; andMuch more!Plus, as an added bonus, #B2BMX podcast listeners can receive 50% off their ticket to the in-person B2BMX event in February by using the code B2BMXPOD to register now.RELATED LINKS·       Register for the B2B Marketing Exchange in Scottsdale, Ariz.·       Learn more about Jeff Pedowitz’s book here·       Check out what The Pedowitz Group has to offer B2B marketers·       Listen to Season 5, Episode 6

Coffee shops dot almost every corner, but if you were asked to name a coffee company, you’d likely say Starbucks or Dunkin’ Donuts — and completely neglect some mom-and-pop shops or local chains that probably deliver higher quality drinks. You see, name recognition doesn’t always correlate with quality; it just reflects successful branding. And branding is key to standing out in a crowded marketplace.As marketing teams operate in a primarily digital world, they’re fighting harder than ever to catch prospects’ attention in an overcrowded and loud marketplace. This means building and maintaining strong company branding is more important than ever before.Tune in to this exclusive keynote replay from #B2BSMX to learn all about Nick Westergaard’s seven “Brand Now” dynamics (meaning, structure, story, content, community, clarity and experience), and understand how you can use them in your own brand-building strategies to accelerate the success of demand gen campaigns. Throughout his keynote, Westergaard helps listeners understand:The seven digital dynamics to build standout brands, as well as how to implement them;How to create a brand that features its own structure, meaning and story;The top strategies to generate content that catches prospects’ interests and creates an engaged community internally and externally; andThe tips and tricks needed to deliver a strong brand experience online and off.RELATED LINKS Register for the B2B Marketing Exchange in Scottsdale, Ariz.

Get ready to get a taste of what successful ABM looks like at large, enterprise organizations. As a leading ABM practitioner for the past seven years, Danny Nail has tested and re-tested a variety of different plays to scale ABM programs at companies such as SAP and now Microsoft. He’s essentially the Michelin star chef of ABM!  Today’s #B2BSMX session replay stars Nail himself, who will share a variety of recipes and learnings from some of his most successful ABM programs at SAP and Microsoft. The best part? Organizations of all shapes and sizes can learn a thing or two from Nail — even if you don’t work at the SAP and Microsoft’s of the world.  Check it out to get:  ·       Examples of 1:1 and 1:few plays and campaigns that hit the mark;  ·       His lessons learned from working with sales and some “dos and don’ts”;  ·       Top tools and best practices for scaling ABM;   ·       Insights into how Nail developed his own platform to streamline processes and scale ABM; and  ·       Examples of how generic campaigns and content offers can be customized to specific accounts.   RELATED LINKS·       Register for the B2B Marketing Exchange in Scottsdale, Ariz.

Christine Nurnberger and her team decided to pitch the implementation of Revenue Operations at Bottomline Technologies on a whim… the night before a meeting with the “higher ups.” No pressure, right? The result? “YES! This is what we need,” the executives said after she made her case.  The rest is history… and during this session replay from #B2BSMX, Nurnberger shares her story on how RevOps came to life at Bottomline. Plus, you’ll get the scoop on why companies with revenue operations alignment perform better with 19% higher growth rates and/or 15% greater profitability, according to SiriusDecisions. RELATED LINKSRegister for the B2B Marketing Exchange in Scottsdale, Ariz. here. 

It’s not psychic John Edward or the Long Island Medium — it's Mary Shea, the closest thing B2B has to a fortune teller. After accurately predicting sale reps’ evolution into a consultative role, Shea graced the #B2BSMX stage with her vision for the post-pandemic world through her keynote, “The Rise Of The Revenue Innovator: A New Class Of Leaders Drive Predictability In Unpredictable Times.”   Season 5 Episode 3 brings listeners back to Boston with an exclusive replay of Shea’s presentation. With a focus on the role new sales technology will play, she introduced what she believes to be the new cohort of leaders: Revenue Innovators. Throughout her presentation, she dove into the expectations the B2B community can have as the industry innovates and transforms to enable predictable revenue generation to grow.

Finger-pointing, accusations and deflections — no, this isn’t a Real Housewives reunion; it’s a meeting between sales and marketing following a soured deal or missed target. Most organizations know they need internal alignment for success, but unification is challenging when sales and marketing are measuring different metrics and working toward separate goals.   In this session replay from the 2021 B2B Sales & Marketing Exchange, Host Klaudia Tirico revisits “From Stage-1 To Closed/Won: 5 Tips To Break Down Barriers Between Sales & Marketing” featuring Qualified’s Sarah McConnell. Throughout her presentation, McConnell provided five valuable tips to help eliminate interdepartmental barriers and promote more efficient and successful RevOps.   Key takeaways from the session include: The importance of a company’s website in promoting sales and marketing alignment;  How to eliminate economic and cultural friction that contributes to animosity between departments;  Conversational marketing’s contribution to internal cohesion; and Real-world examples featuring top-converting conversational marketing strategies to help create pipeline and accelerate deals.   RELATED LINKS Register for the B2B Marketing Exchange in Scottsdale, Ariz. here. Listen to Season 5 Episode 1 for a recap of Craig Rosenberg’s opening keynote. 

Host Klaudia Tirico is picking up right where she left off with the season five premiere of the #B2BMX Podcast! While the season-four send-off featured an interview with Gartner’s Craig Rosenberg and a sneak peek into his keynote at the in-person B2B Sales & Marketing Exchange (#B2BSMX), the season-five opener features a highly anticipated replay of Rosenberg’s session.   As the opening keynote for the #B2BSMX event, Rosenberg’s insights helped set the stage for the entirety of the event (and this podcast!). Tune in now to learn all about the heightened need for consistent, omnichannel communication and the renewed focus on ideal customer profiles (ICPs). Specific takeaways from the session include: Why organizations must focus on ICPs to meaningfully engage with best-fit accounts;  Best practices of modernizing orchestration practices to coordinate consistent messaging across all departments and channels; How to adapt to the new B2B buyer behaviors and demands; The importance of adjusting to the changing realities surrounding the abundance of content available to buyers; and Much more! RELATED LINKS Register for the B2B Marketing Exchange in Scottsdale, Ariz. here. Listen to our Season 4 finale featuring an exclusive interview with Craig Rosenberg.