B2B Marketing Exchange

Competing with entrenched industry giants can be a monumental task. If anyone knows this all too well, it’s Casey Foss, Chief Marketing Officer at West Monroe, a technology and management consulting firm that competes with giant consultancies. Under Casey’s leadership, West Monroe’s marketing team takes a test-and-learn approach that allows them to be nimble, respond to changing market conditions and fail fast.  During this episode of the B2BMX Podcast, which is an audio replay of Casey’s highly praised session from the B2B Sales & Marketing Exchange, you’ll learn how to:  Marry brand and demand to take innovative approaches to thought leadership content, events and advertising;  Develop a growth marketing mindset by leveraging predictive capabilities and intent data to increase marketing efficiency and expand share of market; and  Stretch dollars within refined market segmentation by leveraging account-based marketing. RELATED LINKS Learn more about West Monroe See Casey’s session on demand Connect with Casey on LinkedIn

Whether B2B or B2C, all brands need to focus on building customer trust. This is especially true as more people grow cynical of media, political figures and businesses. Margot Bloomstein has helped organizations like Canon, Harvard University, Fidelity and Sallie Mae develop their brand messaging and content strategies. She has taken these experiences, and her study of the evolving media and business climate, to author a new book: Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap.   During this episode of the B2BMX Podcast, hosts Klaudia Tirico and Alicia Esposito dig into Margot’s work and takeaways from the book. Tune into the convo to learn:  The intrinsic and extrinsic factors hurting trust in B2B;  How to apply voice, volume and vulnerability to win over cynics; and How marketing, design and content teams can better collaborate to tackle B2B’s big trust problem. RELATED LINKS Learn more about Trustworthy Get more details on Appropriate, Inc.

Sure, they have a bad rap, but we believe that New Year’s Resolutions allow us to reflect on the past year and forge a positive path forward. Because so many of us had to navigate new challenges and new conditions in 2020, the B2BMX team wanted to hear how some of our peers were setting their goals for 2021.   In this special episode, hosts Klaudia Tirico and Alicia Esposito discuss some of the findings, which are featured in a new interactive experience. Experts and practitioners spotlighted in this episode include:  Todd Henry, author and host, “The Accidental Creative” Tamsen Webster, Founder and Chief Message Strategist, Find the Red Thread Katie Martell, Producer, “Woke-Washed” Elle Woulfe, VP of Growth Marketing, Invision Sangram Vajre, Co-Founder, Terminus Randy Frisch, CMO, Uberflip Leela Srinivasan, CMO, SurveyMonkey RELATED LINKS Check out the 2021 Resolution experience Listen to the B2BMX Podcast interview with Todd Henry Listen to our discussion about diversity in the B2B community

Making your channel partners sort through everything you have simply to find what they need can make your portal a no-go zone. By creating personalized portals that recognize the variety of roles within partner organizations, channel-first companies are creating engaging and efficient experiences designed to set partners up for success.During this episode, which is a replay of a B2B Sales & Marketing Exchange session, Cindi Johnson, Global Director of Partner Programs at Tanium, discusses how her company is boosting channel engagement—especially among partner sales staff—by creating personalized portal experiences. Johnson will review how Tanium is ensuring ongoing partner portal engagement with:An innovative onboarding strategy;A distributed publishing model that keeps content fresh; andPartner activity analytics that identify opportunities for improvement.If you want to see the visuals to support the sound, check out the session on-demand now. Bonus: You’ll get access to our 50+ other sessions and keynotes.

With more than 17 years in the digital marketing space, Oren Greenberg has helped B2B and B2C organizations implement growth strategies that span different channels. Based on his experiences and conversations with clients, he believes the art and science of growth marketing will evolve significantly in 2021 to emphasize cost-efficiency, relationship building and deal expansion, and setting clear expectations based on revised budgets.During this episode of the B2B Marketing Exchange podcast, Oren reveals how B2B organizations can establish and perfect their plans in the New Year. Key questions to answer include:Where are our strongest sources of growth?How will we need to adapt our channel mix to new realities?What will we need to do to ensure our content and campaigns stand out?What tests will we need to run to ensure we hit readjusted goals?RELATED LINKSLearn more about KurveConnect with Oren on LinkedIn

Today's Episode is sponsored by Terminus.Did you know that less than 1% of marketers have a shot at becoming a CMO? Most marketers have no clue on what it takes to become a CMO and even worse, they cannot ask or a get a straight answer from their CEO. The reality is that if you want this highly coveted spot in the executive suite, you need to build and manage key relationships, identify your superpower and answer some tough questions about your goals and vision for your life.After more than 50 CMO interviews on the #FlipMyFunnel podcast and by being a two-time CMO himself, Sangram Vajre is ready to help you determine whether you're suited for a CMO spot. This week's episode, which is a replay from the B2B Sales & Marketing Exchange online experience, covers it all. Listen in and learn:How to determine whether daily tasks match your expertise and passion points;The top skills to acquire and master; andWhat path you need to take to work towards a CMO role.If you want to see the visuals to support the sound, check out the session on-demand now. Bonus: You’ll get access to our 50+ other sessions and keynotes.Many thanks to this week's sponsor, Terminus! Terminus gives revenue teams more data, more marketing channels, and more sales and marketing intelligence all in one single platform. Terminus is how modern companies acquire and retain customers by helping marketing, sales, and customer success generate revenue growth across every part of their funnel. See for yourself by scheduling a demo today.

This episode is sponsored by PFL.2020 has been a year of learning, evolving and adapting for many of us, especially in our professional lives. In our efforts to pivot to "the new normal," we've had to take big risks. In some cases, that has meant failing miserably. But Annika Helmrich and Kathy Mammon believe the key to failing effectively is taking these learnings and doing something productive with them. This week's episode is a replay of one of our most popular sessions from the B2B Sales & Marketing Exchange online experience: 6 Lessons — And Struggles! — E2open Learned Navigating ABM In 2020. Check it out to learn how to:Cut execution time on webinars from two months to two weeks;Increase email conversion rates in a time of email overload;Test new engagement strategies with hyper-personalized ABM content journeys; andCombat webinar fatigue and declining attendee rates.If you want to see the visuals to support the sound, check out the session on-demand now. Bonus: You’ll get access to our 50+ other sessions and keynotes.A word from our sponsor, PFL:For better account-based marketing, let PFL put your brand in their hands.

Ever laid in bed at 2 a.m. watching video after video on TikTok? If not, you’re missing out on an experience that can reshape your 2021 revenue strategy. Over the past eight months, Dr. Debbie Qaqish, Partner and Chief Strategy Officer for The Pedowitz Group, has spent way too much time on TikTok. And while many might think this a frivolous use of time, she has discovered three crucial takeaways that sales and marketing can use to grow revenue.This week's episode is an audio version of Qaqish's session from this year's B2B Sales & Marketing Exchange online event. If you want to see the visuals to support the sound, check it out on-demand now. Bonus: You'll get access to our 50+ other sessions and keynotes.

During the day, Christine Farrier is Senior Director of Partner Marketing at Demandbase. The rest of the time, she's building Black In SaaS, a community and platform designed to close the ever-present gap between event producers and black executives in the SaaS space. Her expertise in B2B has helped Christine build and nurture relationships, but Black In SaaS represents a new opportunity for vendors and other event hosts to call in a new, diverse set of voices to build out their communities. During this episode, Christine and co-host Alicia Esposito discuss the challenges with event planning, how Christine is building the Black In SaaS ecosystem and how all B2B players can get involved.RELATED LINKSLearn more about Black In SaaSRegister for the next Black In SaaS event: "How to Become an ACTUAL SaaS Thought Leader"Submit your details for the Black In SaaS directory

Today’s business leaders are looking to cut marketing costs while also achieving growth. They demand marketing to show ROI. And yet, every day, we are getting asked to promote our products and services in ways that may not work. In order to bridge this gap, the courageous marketer is focused on demonstrating business value to executives by making customers the heroes of the stories they tell. Because brilliant marketing leaders know that by focusing on customer value, we deliver better outcomes for the entire business.In this presentation, which was first given at the B2B Sales & Marketing Exchange online experience, bestselling author Michael Brenner shares why the future of marketing is about activating the storytelling talent and expertise of your customers and employees. Learn:How we can start to re-define marketing as a strategic asset for business growth;How to grow your brand’s visibility and close new business in the midst of all the noise; andA powerful framework you can use to rally the entire organization around the customer.