B2B Marketing Exchange

Co-host Kelly Lindenau of the B2BMX Podcast is here with Hunters’ Sarah Breathnach to discuss the latest demand gen trends and share a preview of her session at the upcoming B2B Sales & Marketing Exchange event in Boston. Her session, titled: “Hiring A Marketing Team To Do Lead Gen Is A Huge Mistake. Here’s Why…” is one you won’t want to miss! Breathnach shares the six steps she took to build a demand generation program within 12 months. Marketers must look at the areas where the business is currently weak and where they’re opportunities for improvement by:Auditing the current state of a program before making changes;Researching in terms of looking at the data;Talking to early customers, employees, salespeople and customer success; andGenerating quick wins to make an immediate impact.RELATED LINKSRegister For B2BSMX In BostonHow To Achieve Next Gen ABM

Co-hosts Klaudia Tirico and Kelly Lindenau play back a noteworthy tape from #B2BMX: Next-Level ABM starring Rob Griffin and Thad Kahlow! The pair from Business Online discuss the three pillars that are essential for driving advanced ABM: Expertise, empathy and bold action. They explained how marketers tend to get lost in the complexities of ABM and data, so alignment is key to developing an overall successful program. Griffin and Kahlow teach marketers how to navigate through the endless amounts of data, intent signals and technologies so they can understand key areas of prioritization. Tune into this episode to learn more about advancing your ABM by asking:Is my ABM program helping accelerate pipeline? Is my ABM program helping close revenue from an account perspective?If the answer is no to these two questions… it’s time to re-evaluate your ABM program!RELATED LINKSRegister For B2BSMX In BostonSay Goodbye To MQLs, No Thanks To MQAs & Hello To Opportunities

Co-hosts Klaudia Tirico and Kelly Lindenau are back with a brand-new episode of the B2BMX Podcast with a keynote session all the way from our Next-Level ABM event in June. Forrester’s Terry Flaherty discusses some major insights into the process, systems and cultural issues with both MQLs and MQAs. The ongoing debate between MQLs and MQAs continues and we’re here to get another perspective to solve the debate. Check out this episode to learn:Why MQLs don't work anymore;Why MQAs aren't the right approach;Why marketers want more opportunities;How to move from a lead-centric process to an opportunity-centric process; and The role that the MQL culture is playing in shaping and even stalling this transformation.RELATED LINKSRegister For B2BSMX In Boston 

The fish stinks from the head… If you have leaders in an organization who aren't facilitating encouraging team collaboration, intergenerational collaboration and inter-functional collaboration, then your organization is lacking. Today’s episode of the #B2BMX podcast features host  Kelly Lindenau and Nancy A Shenker, CEO & Founder of theONswitch, as the pair provide a sneak peek into Shenker’s upcoming #B2BSMX session “Peace, Love and Revenue.” Learn the key ways to create cross-generational success in your business, including:Team collaboration;Integration & alignment; andCommunication.RELATED LINKSRegister For B2BSMX In Boston 

Creating an environment where everyone feels included and is given the opportunity to contribute and participate is the very definition of DEI (Diversity, Equity, Inclusion). In this episode, co-hosts Klaudia Tirico and Kelly Lindenau introduce Natalie Gullatt, who spoke about diversity and inclusion during her session at #B2BMX back in February. Gullatt discussed the future of DEI in business and marketing and the importance of diversifying your marketing team. Here are some key ways DEI benefits organizations:Brand reputation;Cost savings; andBetter financial performance.While ignoring DEI will result in:Lack of innovation;Loss of perception; andPotential harmful revelation. RELATED LINKSListen To Season 6, Episode 10Register For B2BSMX In Boston 

Hopefully, B2BMX podcast fans are familiar with the show “Ted Lasso” because co-hosts Klaudia Tirico and Kelly Lindenau don’t want you to miss out on this iconic pop-cultural reference! We are back with a replay from the B2B Marketing Exchange in Scottsdale, where Juliet Randall of Salesforce covers everything from strategizing and engaging with customers to partnering with sales to act as one integrated team. Randall shares her top five lessons on how to elevate your game and make trust a key component of your ABM program.  Here are five “Ted Lasso” quotes aligned with Salesforce’s five lessons in trust: “Don't you dare settle for fine.” Marketers must have goals to transform ABM; “Make the extra pass.” Marketers need to surrender the “me” for the “we” and trust in their sales team; “Be a goldfish.” When you make a mistake, learn from it and move on; “Speak up.” Don’t be afraid to communicate with sales, especially with the account intelligence marketers have today; and “Well, you say impossible, but all I hear is 'I'm possible.’” Remember to believe not only in your marketing skills but also trust in your team.  RELATED LINKS Register for the B2B Sales & Marketing Exchange 

To MQL, or not to MQL — that’s the question plaguing the industry as marketers are faced with varying reports concerning the future of leads. While some organizations claim the lead is dead, other folks aren’t so sure. Host Kelly Lindenau sat down with Jon Russo, B2BFusion’s Founder and CMO, to discuss his take on the lead dilemma. Russo believes that, when adapted to modern B2B practices, MQLs are still a viable and beneficial component of marketers’ arsenals. As Lindenau and Russo dive into the world of leads, the pair discuss:The probability/possibility of eliminating leads, along with the challenges marketers would face in phasing leads out; The various factors giving leads a bad rep and making marketers consider elimination; How marketers can enhance and modernize their lead generation efforts; andThe latest trends in B2B technology and how Russo sees the space evolving.RELATED LINKSAccess #B2BMX: NLA on-demand nowListen to Season 6, Episode 8 Register for the B2B Sales & Marketing Exchange in Boston 

For several years, Forrester has forecasted that demand gen and ABM would ultimately intersect as demand marketers improve the precision of their efforts and ABM marketers seek to deliver personalized experiences to more contacts in high-value accounts. With Forrester research showing that this convergence is accelerating, Host Klaudia Tirico takes listeners back to Forrester’s B2BMX session in Scottsdale to dive deeper into the collision course of these two powerhouse strategies and the benefits it holds to marketers. Forrester’s Bob Peterson shared new data and insights on the key trends demand gen and ABM marketers must consider to prepare for this eventual convergence. Tune in now to learn:The current trends driving the push to convergence of demand and ABM;The impact of this convergence on systems and resources;How to leverage this market shift to improve efficiencies and optimize performance; andNew insights to better prepare your organization for this converged ecosystem.RELATED LINKSRegister for the B2B Sales & Marketing ExchangeWatch #B2BMX: Next Level ABM on demand nowListen to Season 6, Episode 7 

Spam isn’t just unwanted emails — it’s talking at people instead of with them. In the latest episode of the B2BMX podcast, Host Klaudia Tirico is bringing listeners back to the Scottsdale stage for Jon Miller’s keynote, “Unspam Your Brand: Account Intelligence For Smarter GTM.”  Throughout this episode, Miller will show you exactly how you can start using account intelligence to spot opportunities earlier, engage with prospects more intelligently and close deals faster. You’ll learn:  Why GTM fragmentation forces smart people to do stupid things (like spam their buyers);   How to develop your own Account Intelligence strategy and inject relevance into every step of every buying process; and  Practical tips and campaign ideas you can implement at your company right away.  RELATED LINKS Catch #B2BMX: NLA on-demand now Season 6, Episode 6 Register for the B2B Sales & Marketing Exchange  

It’s time to head back to the B2B Marketing Exchange in Scottsdale: No airplane ticket or pass needed. Hosts Klaudia Tirico and Kelly Lindenau are bringing listeners back to the #B2BMX stage to revisit “How Google Cloud & ServiceNow Meet Their Customers Where They Are With ABM,” featuring Folloze’s Ryan Yoo, Google Cloud’s Desiree Daniels and ServiceNow’s Carrie Feord.  Throughout their session, the experts uncovered how exactly ABM teams could identify, understand and engage their target accounts. Specifically, the trio discussed how to: Leverage a blended model between 1:1 and 1:many to scale globally across regions and verticals; Build account-based experiences based on well-defined content programs to support their account segmentation strategy; and Stay agile without making sacrifices on personalization or brand and data compliance. Tune into episode 6 to learn all about those takeaways and more!  RELATED LINKS Register for #B2BMX: Next-Level ABM in June Season 6, Episode 5