B2B Marketing Exchange

For some, marketing is all about leads, leads and more leads. But according to industry veteran Sangram Vajre, Co-founder and CEO of the new go-to-market analyst firm GTM Partners, it’s possible to double revenue every five years without adding new customers — it all rests in how companies go to market. During this episode of the #B2BMX podcast, Hosts Klaudia Tirico and Kelly Lindenau chat with Sangram about the importance of companies needing to change their vocabulary and way of measuring success to create more efficient and responsible growth. Tune in to learn:The two key acronyms for success — ROI and NRR;How AI can help B2B marketing and sales professionals;How can practitioners can position themselves to embrace the future of marketing and sales; andHow Sangram’s new company looks to help others change the way they go to market.RELATED LINKSConnect with Sangram here!Learn more about GTM Partners.Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket!

Successful B2B content is all about its intended audience. Think of it as a fancy cocktail party: If you only talk about yourself, everyone will bail out! Mixing audience-centric content with proven tools and strategies gets everyone's attention without breaking the bank.In this episode, we hear a conversation between our host, Kelly Lindenau, and Alexis Carroll, a Sr. Content Strategist at the B2B content and creative agency Content4Demand. On the show floor at B2BMX this past February, the pair talked about ways B2B marketers can get out of the habit of talking about themselves to give their audience what they need to make a purchase decision. Tune in to learn:How to keep the focus on the buyer when creating meaningful content;Why interactive content is rising in popularity and the trends influencing its popularity; How tools like ChatGPT and other AI can positively (and negatively) impact the content creation process; andWhy a case study portfolio can address multiple issues that prospects struggle with across the buying journey.RELATED LINKSConnect with Alexis here!Learn more about Content4Demand.Check out the agenda and register for B2BSMX 2023 — use code PODCAST25 at checkout and receive 25% off your ticket!

Many businesses believe ABM requires complex technology systems and strategies, but the team at Southwest Airlines begs to differ. They kept it simple to get more business travelers flying by focusing on engagement and revenue, and achieved outstanding results in the process: The promotion led to an impressive 22% increase in incremental revenue from a single account!In this episode, we look back at one of the most popular sessions of #B2BMX, which featured Alexis Skipper and Mia Meade of Southwest Airlines and Neha Shah of Salesforce as they discussed their unique ABM case study. The trio also touched upon the top challenges and trends of 2022 and shared strategies to overcome them in 2023 and beyond. Tune in to learn:In-depth research from Salesforce’s “Global State of Marketing” report;The challenges marketers are facing with customer expectations and measuring marketing impact;How referral programs and other strategies are an effective tool to drive engagement with accounts and open new opportunities; andTips and best practices from Southwest Airlines on leveraging marketing automation to implement these strategies.RELATED LINKSConnect with Neha Shah, Alexis Skipper and Mia Meade!Take a deeper look at Salesforce’s “Global State of Marketing Report”!It’s never too early to save your seat for #B2BSMX 2023 in Boston! Register before June 22 to save more than $800 off your pass.

Most B2B marketers are seeking new ways to create more integrated and comprehensive strategies to help them reach the right accounts across multiple channels. And while it can be daunting to try and craft a practical multichannel approach, it doesn’t have to be intimidating. In this episode, we hear a conversation between Host Kelly Lindenau and Megan Wolfe, VP of Portfolio, ABM, Alliances and Campaign Marketing at the management and tech consulting firm ZS. The show was recorded live in the B2BMX23 Marketplace in Arizona, and the pair discussed the best practices for executing a multichannel ABM campaign (and provided some sci-fi book recommendations, too!). Tune in to learn:How buyer and marketing expectations shifted to necessitate a multichannel mentality;The new motions of going to market through a campaign approach; andBest practices for executing a multichannel ABM campaign that drives results!RELATED LINKSConnect with Megan here!To dive deeper into ZS’s ABM journey, check out this article!It’s never too early to save your seat for B2BSMX 2023 in Boston! Register before June 22, 2023 to save more than $800 off your pass.

In the B2B world, disruption is inevitable. However, how companies respond to these disruptions is what sets them apart. As the world becomes more complex, CMOs face new challenges and must rise to the occasion with innovative solutions.In this episode, we listen to an intriguing panel held during our last B2B Marketing Exchange in Arizona. The panel included:Karen Steele, CMO of Sendoso;Natalie Cunningham, CMO of Terminus;Bryan Law, CMO of ZoomInfo; andNate Skinner, CMO of Onfido.The group discussed how CMOs could thrive amidst disruption and what strategies they implement to stay ahead of the game. Tune in to learn:What’s driving the go-to-market motion today;The importance of customer marketing, retention and growth; andInsightful motivation for aspiring CMOs.RELATED LINKSConnect with Karen, Natalie, Bryan and Nate on LinkedIn!Check out our CMO Outlook Guide to learn about industry priorities for the coming years.It’s never too early to save your seat for B2BSMX 2023 in Boston! Register before June 22, 2023 to save more than $800 off your pass.

In today's world of digital-first strategies, applying AI to your marketing efforts may be just what you've been looking for. But as AI technology is becoming increasingly accessible, it's important to approach its implementation thoughtfully and strategically. In this episode, we listen to Pam Didner, global content marketing strategist, speaker and author, share insights, practical tips and best practices for applying AI to your work routine. During her session at the B2B Marketing Exchange earlier this year, she discussed the proper role of AI in marketing.Tune in to learn:The impact of ChatGPT on B2B marketers;The four ways to incorporate AI into your marketing;The importance of having a buttoned-up AI workflow; andPractical examples of using AI to your audience’s benefit, not just your own.RELATED LINKSLearn more about Pam and her work here!Check out our perspective on how AI is reshaping the industry.Make sure to save your seat for #B2BSMX, coming up this August! Use code XYZ123 to get XX% off your early bird ticket.

Sure, ChatGPT is innovative — but what does it mean for humans? Will content marketers be replaced? Or will AI enable them to do their job better and faster? In this episode, Hosts Klaudia Tirico and Kelly Lindenau focused on AI and its role in helping build a more intelligent content stack through automation and analytics. They replayed a #B2BMX session from Forrester’s Phyllis Davidson, where she said that while the industry may not be ready to trust the machines, they have to try.Tune in to learn:Insights into the current state of AI, automation, data management and analytics across key content technology categories; The importance of making use of new capabilities in current technology and how to assess these options; and How to effectively experiment with these tools to improve content generation and the delivery process.RELATED LINKSLearn more about Phyllis and her work here.Check out the latest Forrester research on the future of content marketing.It’s never too early to save your seat for B2BSMX 2023 in Boston! Register before May 25, 2023 to save over $1,000 of your pass.

In today's competitive marketplace, you need to stand out from the crowd and connect with potential clients in new and exciting ways. For Aleksandra Panyukhina, Experience Marketing Lead at Pixelz, this is where creativity comes in. By breaking the mold and taking a fresh approach to messaging, you can differentiate yourself in a crowded landscape and make an impact on your target audience.In this episode, our host Klaudia Tirico chats with Aleksandra from the show floor at B2BMX 2023. The pair discuss Aleksandra’s role at Pixelz and how she helps the brand break out of that typical marketing mold. They also discuss why creativity is essential to B2B marketing and how employees leverage social media in unique ways to help their company resonate in a loud market.Other talking points include:How the Pixelz team turned its organic social channels into the top acquisition channels for the company;How to create ongoing education and employee advocacy on social selling; andAleksandra’s takeaways from B2BMX 2023!RELATED LINKSLearn more about Aleksandra here!Learn more about Pixelz here!It’s never too early to save your seat for B2BSMX 2023 in Boston! Register before May 25, 2023 to save over $1,000 of your pass!

While ABM is a powerful way to target and engage with specific audiences, there isn’t one singular path to success. Forrester research shows ABM practitioners fall under five distinct “tribes,” each with their own approach, challenges and successes. In this episode, we listen in on a recent session presented at B2BMX by Matt Steffen, Senior Analyst at Forrester, as he explored these ABM tribes and shared research-backed suggestions for improving ABM programs.Other key takeaways include:How ABM deployment types impact particular customer interactions;What custom ABM training programs should look like and why they are important; andIndustry data highlighting what’s working and what’s not.RELATED LINKSLearn more about Matt here!Check out Forrester’s 2022 Global State of ABM study.It’s never too early to save your seat for B2BSMX 2023 in Boston! Register before May 25, 2023 to save over $1,000 of your pass!

Data, technology and content have become the cornerstones of modern marketing — and they work together to create powerful campaigns that connect with customers on a deeper level, drive more meaningful engagement and generate better conversions. Kyall Mai, SVP and Chief Innovation Officer at Esquire Bank, experienced this infusion firsthand when the bank leveraged those pillars to fuel a hyper-personalized ABM campaign.In our first episode of Season 8, Co-host Klaudia Tirico sat down with Mai on the #B2BMX show floor to discuss Esquire Bank’s Killer Content Award-winning campaign, the steps needed to build a customer-centric company culture and what an ABM strategy looks like for a bank.Listen in to learn:The key components for a customer-centric business culture;Where data and technology fit into the marketing mix;The value of hyper-personalized content hubs for target accounts; Mai’s background as a B2B martech specialist in data reporting and management for sales and marketing teams; andA quick look into Mai’s “side hustle” as a stand-up comedian!RELATED LINKSConnect with Kyall on LinkedIn.Read more about how Esquire Bank won its Killer Content Award.It’s never too early to save your seat for #B2BSMX! Sign up for updates here.Want to have your questions answered on our show? Submit your question to be added to the wheel!