B2B Marketing Exchange

The buying experience in B2B has and continues to change dramatically. Buyers are now more informed and demanding than ever before, and they expect a personalized and seamless experience from start to finish.In this episode of the B2BMX Podcast, you’ll hear from ex-Googler and current VP of Revenue Marketing for DigitalOcean Steve Armenti. He took the B2BMX stage in Scottsdale earlier this year to share a new framework designed to provide buyers with a better purchasing experience. With several demand and growth leadership positions under his belt, Armenti focuses on building demand and growth teams that drive revenue. Tune in now to learn how to use ABM in a new capacity to meet the evolving needs of today's B2B buyers. Armenti will dive deep into topics such as: Aligning sales and marketing as step zero; The future of account intelligence and mapping (how gen AI accelerates this); Shifting from MQLs to MQAs; Redefining the role of lead generation;  The power of ABM in lifecycle marketing campaigns; Ai-driven personalization for account-based strategies; and A new way to measure ABM. It's time to perfect your ABM strategies for the modern B2B buyer... and reap the benefits! Don't miss Armenti's highly-rated keynote to get the ultimate ABM framework. RELATED LINKS: Connect with Steve Armenti on LinkedIn here; Learn more about B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

Account-Based Marketing has been a staple in B2B for quite some time. Yet, the practice feels newer than ever as the industry evolves. But Mason Cosby, Founder of Scrappy ABM, argues that ABM innovation has yet to reach its peak, and we're still in the early, "buzzword days," as studies show that 94% of B2B marketers are building ABM programs despite challenges in understanding what it actually means.During this episode of the B2BMX Podcast, co-hosts Klaudia and Kelly sat down with Cosby, a B2BMX alum and upcoming B2BMX East keynote speaker, to discuss the trials and tribulations of ABM, which include lack of clarity, difficulty in measuring success and a struggle in executing ABM programs effectively (just to name a few). Cosby also emphasized what it takes to scale ABM and why it's so important to validate program effectiveness and identify valuable signals within existing tools before scaling.Tune in today to hear:Why misalignment between sales and marketing teams is a major reason for ABM failure;How successful ABM programs focus on the right processes and message alignment (versus shiny new tools like AI);What it means to "stack signals" to build programming around existing signals for better engagement;How to simplify ABM programs through a modular approach; and So much more!Get these and more practical tips to perfect your ABM practices for the rest of the year!RELATED LINKS:Get the scoop on Mason Cosby’s company, Scrappy ABM, here;Learn more about B2BMX East, here;Register for B2BMX East and see Mason’s keynote live using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

To build strong relationships with existing customers, research shows 84% of B2B marketers are relying on content marketing. With modern customers demanding personalization, relevance and value in every post-sale interaction, even the savviest marketers struggle with developing long-term relationship-building strategies and demonstrating the ROI of retention-focused content.It's all about creating a content strategy that goes beyond the initial sale and keeps customers interested and involved throughout the entire customer lifecycle. In this episode of the B2BMX Podcast, we're kicking it back to B2BMX in Scottsdale to replay an action-packed panel discussion, featuring some of the industry's greatest minds.Hear from Jake Sanders of NinjaCat, Dana Harder of Unreal Digital Group, Jen Spencer of SmartBug Media and our very own Kelly Lindenau as they discuss the power of content in customer retention, with a focus on:How to strike the right balance between educational, informative content and cross-sell/up-sell promotions;How to think about campaign strategies and make use of it for demand throughout the entire customer lifecycle;The importance of incorporating and aligning diverse content formats with customers’ preferences to maintain their interest;How to ensure that content remains relevant to changing needs and the customers’ challenges, as well as the top strategies for measuring the impact of retention-focused content; and So much more! Don't miss out on hearing one of our highly rated B2BMX sessions in the comfort of your home, office or commute! RELATED LINKS: Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

There's a lot of talk around intent data and ABM, but not nearly enough real examples on how to use it. But OpenSesame’s Director of Growth Marketing, Sarah Sehgal, is here to save the day. Her session at B2BMX in Scottsdale was chock full of insights to help marketers demystify intent data and transform it from a catchy concept into a toolbox of tactical strategies. In just 30 minutes, Sehgal shared five tactics almost any marketing team could activate in the next 30 days, including person-level funnel models, creating dynamic account lists, actionable dashboards and more. Tune in today to learn: Actionable Integration Techniques: How to immediately apply intent data tactics in your marketing and sales processes; Case Studies of Success: Gain insights from real-world examples demonstrating the effective use of intent data; andQuick Wins with Measurable Outcomes: Discover how to achieve quick, measurable results using intent data strategies.RELATED LINKS: Learn more about OpenSesame here.Connect with Sarah Sehgal on LinkedIn here. Catch Sehgal’s interview with co-host Kelly Lindenau here.Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

All this talk about intent data is enough to get every marketer’s head spinning. There’s a lot to process and understand, and not enough expert commentary about how to put it into action… until now. In this episode, OpenSesame’s Director of Growth Marketing, Sarah Sehgal, sat down with co-host Kelly Lindenau on the show floor at B2BMX in Scottsdale to discuss the importance of understanding different types of intent data in marketing. Sehgal shared takeaways from her presentation at B2BMX to help listeners better understand and act on intent data, suggesting that marketers can start using intent data immediately by accessing and analyzing their own data to gain insights into their customers' intentions. The duo also uncover: The importance of using intent data to personalize marketing efforts; The need to make intent data simple and actionable for marketers; andTrends around using AI-powered data to inform tactics.Tune in today to learn exactly how to better your marketing efforts with intent data! RELATED LINKS: Learn more about OpenSesame here.Connect with Sarah Sehgal on LinkedIn here. Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

In the ever-evolving world of B2B marketing, content is still king. But the generic, static content of the past will no longer resonate with the modern B2B buyer. It's time to connect with buyers on a personal level, and in this episode of the B2BMX Podcast, Unreal Digital Group's Dana Harder discussed the importance of creativity and AI-assisted content creation to maintain the unique voice and brand of the content creator. Today's episode takes us back to the B2B Marketing Exchange in Scottsdale, Ariz., where Harder sat down with co-host Kelly Lindenau on the show floor to dive into creativity, authenticity and human connection in B2B marketing. The conversation unraveled into various top-of-mind topics for content marketers, including: New and noteworthy formats to make content more accessible and engaging, including shorter, more digestible pieces and interactive content such as video and podcasts;The challenges with using AI for content creation, and how the human element can make or break AI-assisted content; How AI tools can help improve content creation for SEO and customer centricity; The importance of content audits using AI tools to inform content creation and identify gaps in a brand's content library; andMuch more! Tune in today to learn how to take your content to the next level! RELATED LINKS: Learn more about Unreal Digital Group here. Connect with Dana Harder on LinkedIn here. Check out Demand Gen Report’s latest Content Preferences Survey Report here.Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

At the B2B Marketing Exchange, speakers, experts, attendees and even staff have always emphasized the fact that "B2B doesn't have to be boring." And time and time again, our community has proven that B2B marketing can be fun, creative, and authentic. Of course, there are various challenges surrounding creativity in B2B, but during this conversation between host Kelly Lindenau and NinjaCat's Jake Sanders, it's clear that these challenges are nothing data and better buyer insights can't help to resolve. On the show floor at B2BMX in Scottsdale earlier this year, Lindenau and Sanders emphasized the need to connect creative ideas with the audience to generate demand and use data to inform marketing strategies to build relationships with future customers. Sanders put a spotlight on the "product perception paradox," and how products are perceived differently by different people, despite consistent experiences. The duo also discussed: How to generate greater marketing insights through customer conversations; The importance of understanding customers' pain points and dreams through direct feedback; Challenges around the product perception paradox and how managing and analyzing large amounts of data from various sources can be difficult; Data management and its importance in marketing; andSo much more! Make sure you tune into this lively conversation for tons of content inspiration!Learn more about NinjaCat here; See Jake Sanders’ Killer Content Award-winning musical here;Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

As the newly appointed President of Pipeline 360, a provider of B2B demand gen tools, Tony Uphoff is keeping busy bringing the company's future plans and strategies to life. Hosts Klaudia Tirico and Kelly Lindenau had a chance to catch up with Tony at the B2B Marketing Exchange in Scottsdale earlier this year to learn about the company's future endeavors. In this episode, Tony, Kelly and Klaudia talk shop about the challenges of managing the complex landscape of B2B marketing technology, including the gap between sales and marketing expectations, the growing discontent among marketers with technology and the need for high-quality, scalable and compliant demand generation.The trio also dives into new research that highlights 80% of B2B marketers are prioritizing lead generation, yet only half can meet their pipeline goals. Tony shares his insights on why that is, and discusses:Why marketers want outcomes, not platforms, which can spark technology burnout; How a data-driven approach is necessary to understand customer needs; Why content and intent data are crucial for resonating with independent buyers; andMuch more! This is the only place to listen to thought-provoking conversations from the B2BMX show floor... be sure to tune in! RELATED LINKS: Learn more about Pipeline 360 here.Read more about “The State of Pipeline Growth” here.Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

When we think of Taylor Swift, we can't help but realize how much she has pushed the envelope and evolved creatively to please her audience. She knows how to take risks and experiment, and in this episode of the B2BMX Podcast, Forrester's VP, Principal Analyst Phyllis Davidson encourages marketers to follow suit. Experimentation is the key word here; without it, the tune of content and campaigns can quickly fall flat. According to Phyllis, experimenting with content personalization is critical to improving the customer experience. During their conversation on the show floor at the B2B Marketing Exchange in Scottsdale, co-host Kelly Lindenau and Phyllis dive into all things content strategy and operations, including: The impact of generative AI on B2B strategies; Why content intelligence is the next step beyond content measurement; The role data plays in content intelligence, serving as the foundation for insights and actionable recommendations; The importance of understanding audience needs and preferences to create effective content; andSo much more!Tune in now to get all the tips and tricks you need to take your content strategy to the next level!RELATED LINKS: Learn more about Phyllis Davidson here.Read up on the latest trends in content from Forrester here and here.Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.

The B2B Marketing Exchange Podcast is back for Season 10, and hosts Klaudia Tirico and Kelly Lindenau are excited to get back on the mic to celebrate this milestone. To kick off the season, Klaudia sat down with Pam Didner, B2B marketing consultant, author, speaker and #B2BMX veteran, on the show floor in Scottsdale, Ariz. to talk all things go-to-market (GTM) strategy. Pam Dider hosted a lively Workshop at B2BMX in Scottsdale to provide attendees with the tools they need to develop a winning GTM strategy. During the conversation, Pam shared key takeaways from her session, emphasizing how critical it is to align product, sales and marketing teams by setting clear and specific objectives from the jump. The two also dove into key objectives such as: The critical role of content in GTM planning; The importance of delivering tailored content formats on the channels your audience frequents most; How to determine GTM objectives, timelines and goals that the whole team can rally around; andHow to get started with AI. Don't miss this lively, fun and thought-provoking conversation!RELATED LINKS: Learn more about Pam Didner here;Get all the information you need about our new event, B2BMX East, here;Register for B2BMX East using this special 15% off code just for our listeners: MXPOD15; andFollow us on LinkedIn and X.