B2B Marketing Exchange

Marketers are constantly looking out for ways to scale their efforts and achieve more with less.  However, this is challenging in today's saturated market, where consumers are bombarded with messages from all directions. In today’s episode, Hosts Klaudia Tirico and Kelly Lindenau replay a session hosted by Elle Woulfe, SVP of Global Marketing at Formstack. Throughout her presentation, Woulfe uncovered how practitioners can skillfully navigate the hurdles of rapid marketing transformation, even with limited resources. With an ingenious squad structure and a sharp focus on marketing objectives, she unveiled the secrets behind Formstack's impressive growth across all the company’s KPIs.Tune in to learn about how:Breaking teams into focused squads focused on specific metrics helps organize work and create accountability;Standardizing processes and collapsing duplicate efforts extracts more value from existing work;Synchronizing communication and keeping work visible help smaller teams work efficiently together; andVerticalizing marketing efforts where the business sees success can help double down on wins.RELATED LINKSConnect with Elle here!Learn more about Formstack.Follow us on LinkedIn and Twitter.Register now for the B2B Marketing Exchange!

Marketers might not know it, but their segmentation and persona strategies might be hurting them. The urgency of customer needs should drive segmentation strategies, but most companies take a flawed, inside-out approach that obscures accurate signals in buyer behavior.In today’s episode, Hosts Klaudia Tirico and Kelly Lindenau replay Neil Baron’s session from the B2B Sales & Marketing Exchange. As Managing Director of Baron Strategic Partners and a contributor to Harvard Business Review, Baron shares hard-won lessons and stories from his experiences working with top companies on their segmentation and persona strategies. Throughout his session, he revealed common pitfalls in customer segmentation that stifle revenue growth while providing his proven framework to segment and target customers more effectively.Tune in to learn about:Baron’s personal experience with poor B2B market segmentation and its consequences;Marketing and sales strategies for addressing urgent buyer needs; andEffective segmentation strategies that put customer expectations first.RELATED LINKSConnect with Neil here!Read Neil’s work in Harvard Business Review.Follow us on LinkedIn and Twitter.Register now for the B2B Marketing Exchange!

Standing out from the crowd is essential in B2B marketing, but it’s difficult to truly connect with customers on a deeper level. By harnessing the power of storytelling and crafting compelling narratives, marketers can create memorable and relatable moments with lasting impact on their target audience.In this episode of the B2B Marketing Exchange Podcast, Host Kelly Lindenau interviews Jeanne Kirby, VP of Marketing at full service marketing and communications agency Inviso Corporation, from the show floor at #B2BSMX. The pair explore the art of crafting compelling stories and discover how it can help B2B marketers forge stronger connections with their customers.Tune in to learn:Why you should prioritize storytelling;How to stay close to customers through your content creation; andWhere AI fits into the grand scheme of creating compelling stories.RELATED LINKSConnect with Jeanne here!Learn more about Inviso Corporation.Follow us on LinkedIn and Twitter.Register now for the B2B Marketing Exchange!

In a world filled with endless content and fleeting attention spans, captivating your audience has become more challenging than ever. But fear not, for AI is here to revolutionize the way we approach storytelling in marketing. By leveraging cutting-edge technologies, AI can unlock a world of creativity, personalization and immersive experiences that will captivate your audience like never before.During this episode, we’re listening back to a session presented by Jeanne Kirby, VP of full service marketing and communications agency Inviso Corporation. She discussed how stories are more memorable than facts and statistics, and how AI can help you find the right stories to tell. Tune in to:Hear examples of how telling stories about personal experiences or customers can help form connections;Get tips for how to craft effective marketing stories, such as finding a relatable hook, using video and AI, keeping the message simple and evoking emotions; andLearn why storytelling is a powerful way for businesses to engage customers and generate sales.RELATED LINKSConnect with Jeanne here!Learn more about Inviso.Follow us on LinkedIn and Twitter!Register now for the B2B Marketing Exchange!

In the keynote session at the 2023 B2B Sales & Marketing Exchange this past August, industry thought leader and author Roderick Jefferson dove into the profound significance of consistency, collaboration and success, emphasizing their role in driving business growth and customer satisfaction. During this episode, we’re going back to Boston to listen in on Roderick’s session. Throughout his presentation, he showed attendees how they can embark on a journey to unlock the true potential of sales enablement and revolutionize their organization's approach to sales.Tune in to learn how to:Personalize the customer experience by focusing on helping customers rather than just selling;Use AI to improve processes like lead scoring, content generation and role playing;Measure outcomes and high-value activities rather than just activities;Align business functions by bringing them together regularly to ensure everyone is on the same page;Continually iterate sales processes, playbooks and strategies based on customer feedback; andSpeak the language of each business function to partner with them effectively.RELATED LINKSConnect with Roderick here!Learn more about Roderick Jefferson.Follow us on LinkedIn and Twitter!Register now for the B2B Marketing Exchange!

Innovation has always been a game-changer in the marketing world, constantly shaping and reshaping strategies to stay ahead of the curve. But what happens when things get a little weird in the economy? How do marketing leaders deal with the unexpected and find new opportunities in unusual circumstances?During this episode of the #B2BMX podcast, we’re going back to Scottsdale to revisit a keynote session presented by Ali Haeri, SVP of Marketing at the Connected TV advertising platform company MNTN. Ali shared terrific insights into what the company believes innovation looks like in marketing during a weird economic moment and what it means for those at the top of the marketing game.Tune in to learn:Why innovation beats technology in marketing, and the best marketing ideas are low-tech;How this innovation enables companies to “cut through the noise” in the marketplace;What it means to play the “long game” with your content;What channels benefit from these innovations, like TV and social media.RELATED LINKSConnect with Ali here!Learn more about MNTN.Follow us on LinkedIn and Twitter!

As the world shifts and adapts to new ways of living and working, so are B2B buyers! Sellers must adjust their tactics to meet new demands. People don't want to be sold to anymore — they already have access to a lot of information and are looking for confirmation to buy or not from your company. It's like buying a car, people hate the experience because they feel like they'll be sold something that costs more than they want to spend and with a poor ROI.During this episode of the #B2BMX podcast, our host Klaudia Tirico chats with Roderick Jefferson, a Sales Coach for Growth Companies and author of “Sales Enablement 3.0.” The pair discuss the difference between sales enablement and sales training and talk shop about how sales teams can break the mold and build better relationships with prospective clients. Tune in to learn:The importance of enablement in onboarding;How to adapt onboarding for different generations;The concept of “ever-boarding” and how it can impact your sales team;Tailoring Assessment, Management and Learning Management Systems to the company's maturation cycle; andHow to move beyond smiley sheets and attendance reports with your sales enablement efforts.Plus, get a sneak peek into Roderick’s upcoming keynote at the B2B Sales & Marketing Exchange! RELATED LINKSConnect with Roderick here!Check out Roderick’s book here.Follow us on LinkedIn and Twitter!Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket!

When it comes to closing deals, there's no one better at it than the CIA. They are experts in the art of persuasion and building long-lasting relationships with clients — skills that are just as crucial in the world of B2B sales.During this episode of the #B2BMX podcast, we're returning to a fantastic session hosted by Jeremy Hurewitz, creator of the Sell Like A Spy program. He's a pro at using spy tradecraft and applying it specifically to B2B marketing and sales practices.Hurewitz draws parallels between the day-to-day work of CIA officers and the responsibilities of BDRs and account managers. He takes listeners on a journey through the unique psychological skills that spies use to make sales and build lasting relationships with clients. Tune in to learn:What it means to “sell like a spy;”The real challenges of getting to know your prospect;How vulnerability cultivates intimacy and humanity breeds credibility; andHow to learn about people without asking them a question!RELATED LINKSConnect with Jeremy here!Learn more about Sell Like A Spy.Follow us on LinkedIn and Twitter!Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket!

In the fast-paced business world, companies are always looking for smarter ways to align sales and marketing teams to achieve shared goals and objectives. It's no easy feat, but luckily, companies can see success when they use artificial intelligence (AI) effectively. By leveraging AI tools, practitioners can streamline this alignment process, making it more efficient and effective than ever!During this episode of the #B2BMX podcast, Host Klaudia Tirico chats with Dani Buckley, VP, and General Manager at the sales performance agency LeadG2. The pair discuss how AI is used in marketing and sales alignment and its benefits to businesses. Tune in to learn:The true role marketing plays in successfully enabling sales teams to sell smarter and faster;Tips and tricks for keeping your teams aligned;What are the key components of making a sales play and why they’re essential;Best practices for our audience to use when building a sales play to ensure it’s strategic, valuable and practical; andWhy it is so important for sales to have a framework to work from!RELATED LINKSConnect with Dani here!Learn more about LeadG2.Follow us on LinkedIn and Twitter!Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket!

In today's crowded and ever-evolving market, marketers are increasingly working to create content that stands out. However, the key to success lies in going beyond the norm and telling bigger stories that break the sea of sameness. This was the take-home message from a session presented by the one-and-only Jay Baer at the 2023 B2B Marketing Exchange. He encouraged attendees to give themselves, and their teams, permission to find their edge and go-to-market in new, innovative ways.During this episode of the #B2BMX podcast, we listen to Jay’s session to learn more about the importance of passion when creating content and marketing efforts that delight customers. If marketers are passionate about what they make, everyone else will embrace it, too! Tune in to learn:Whether it’s truly possible to “do more with less”;Why bravery is currently in short supply in the B2B market;Why time-to-win is more important than your pricing model; andTips and best practices to create impactful and bold customer experiences.RELATED LINKSConnect with Jay here!Follow us on LinkedIn and Twitter!Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket!