B2B Marketing Exchange

We’re back with episode 5 to share the replay of Jennifer Leaver’s impressive session from B2BMX in Scottsdale, Ariz. Leaver is the Senior Global ABM Manager at Bazaarvoice who shared her secrets to launching an ABM program from the ground up and for scale to become a major strategic partner for the sales org.   ABM strategies are now going beyond the marketing mix to involve Sales, CS and PMK to create customer experiences for a company’s most strategic accounts. All these teams are coming together to work towards one goal: Revenue. Leaver lets the audience in on the top priorities for constructing a successful ABM strategy, including: Strategically targeting the accounts that a business wants to go after; Creating a personalized experience for accounts; Starting small to scale and building playbooks; and Making sure there is enough bandwidth to create the content that is needed to support these campaigns (design, marketing ops, etc.).  RELATED LINKS Register for #B2BMX: Next-Level ABM in June 

We’re switching things up on today’s episode — no replays! Instead, our friends from Content4Demand, a boutique B2B content strategy and creative agency, are on the podcast to make a case for interactive content.Static PDFs are a thing of the past. In the digital-first world, interactive content is making waves for its ability to engage audiences in unique ways… and track that engagement to provide valuable insights that can enhance future content strategies. Not to mention, it can really help your brand stand out among the sea of long-form, all-text white papers.Don’t think you have what it takes to create interactive content? Think again. In this episode, Content4Demand’s Lisa Wallace, VP of Sales; Holly Celeste Fisk, Director of Marketing; and Savannah Heil, Sr. Director of Digital Design, sit down with hosts Klaudia Tirico and Kelly Lindenau to discuss:  What interactive content is and why it matters NOW;  The types of interactive content you can create;  The data and insights you can gain from interactive content;  How to get started and get buy-in from the C-suite;  Tips for writing for interactive content; and Everything in between!    RELATED LINKS Register for #B2BMX: Next-Level ABM in June Learn more about Content4Demand 

In the latest episode of the B2BMX Podcast, co-hosts Klaudia Tirico and Kelly Lindenau are taking folks back to B2BMX in Scottsdale, Ariz., where Forrester’s Amy Hawthorne shared 22 predictions, planning assumptions and survey insights for demand leaders in 2022. B2B demand leaders must establish new foundations that meet these new expectations to help sustain pipeline momentum. Hawthorne took to the B2BMX stage to uncover everything from marketing best practices in an ongoing pandemic, trends and insights for today's demand program and tactic mix, to recommendations for moving away from the MQL. Hear her bold statement about how “the lead is dead” and let us know if you agree! RELATED LINKSRegister for #B2BMX: Next-Level ABM in June

Buyers feel like they are under attack from marketers’ constant emails and messaging, so they're essentially digging a moat for protection. They’re unsubscribing, deleting and ignoring anything that isn’t radically relevant to them. One of the things we have learned from history is that you cannot siege a moated castle head-on. Under difficult marketing circumstances, you do not take castles by force. All castles can be entered with a drawbridge. Instead of trying to force your way into the castle, try earning the attention of your buyer to actually get invited inside.  In this episode, co-hosts Klaudia Tirico and Kelly Lindenau play back Baer’s insightful and memorable keynote speech at B2BMX in Scottsdale, where he explained the three drawbridges to gain buyer trust.  RELATED LINKSRegister for #B2BMX: Next-Level ABM in JuneLearn more about Jay Baer Learn more about Convince & Convert 

If you missed B2BMX, then you can thank this podcast for spotlighting multiple exclusive sessions from the hottest event in Scottsdale, Ariz. Marketers from all over the country came together in February to share their knowledge, tactics and the tools needed to succeed in B2B marketing. In our Season 6 kick-off episode, hosts Klaudia Tirico and Kelly Lindenau review key sessions and takeaways from #B2BMX 2022! To give you a glimpse into what you can expect from this season, the pair highlighted major insights from key B2B players on topics such as:  Moving away from MQLs and focusing on account intelligence;The importance of working in sync as a team;Developing relevant messaging to increase engagement;Tailoring content to buyer needs; The convergence of demand gen and ABM; andMuch more! RELATED LINKSRegister for #B2BMX: Next-Level ABM in Junehttps://b2bmarketing.exchange/podcast/season-4-premiere/https://www.demandbase.com/author/jon-miller/https://www.forrester.com/analyst-bio/amy-hawthorne/BIO15544https://www.sugarcrm.com/https://www.linkedin.com/in/jennifer-leaver/https://www.linkedin.com/in/julietrandall/https://www.triblio.com/https://www.servicenow.com/https://www.salesforce.com/https://www.jaybaer.com/https://www.forrester.com/analyst-bio/robert-peterson/BIO15386

What makes audiences tick and click these days? In an overly saturated, digital-first world, generic, long-form content simply won't cut it. It's time to think outside the box and truly get creative to debunk the myth that B2B is boring once and for all.  That's exactly what this panel of all stars discussed at B2BMX in Scottsdale last week. In this special edition episode, host Klaudia Tirico took the B2BMX stage with Stefanie Larue, Digital Marketing Manager at Dade Systems, Lindsay Tjepkema, CEO & Co-founder of Casted, and Leigh Dow, VP of Global Marketing at Identiv to talk all things content — what's working, what isn't, how to measure it all and everything in between.  Specifically, the panel covers: The trends dominating content experiences in 2022 and beyond;  New mediums that are both thought-provoking and fun to digest; How to create audio and video content on a dime; What type of content works well for various stages of the buyers journey;To gate or not to gate; How to measure the success of your content and leverage engagement insights to enhance content offerings; and Best practices for repurposing content.  Plus, you'll get specific insights on Identiv's Killer Content Award winning video campaign inspired by a Tom Cruise lookalike on TikTok!  If you’ve got serious #B2BMX FOMO, you can get the full experience online! Use the code B2BMXPOD to snag a virtual seat and get access to all the sessions from the show! RELATED LINKSRegister for the B2B Marketing Exchange Online ExperienceCheck out Identiv’s “Not Tom Cruise” videos Learn more about CastedLearn more about IdentivLearn more about Dade Systems 

*Forrest Gump voice* Demand Gen and ABM are like peas and carrots. While the strategies were on separate journeys to support their own business goals, Forrester is forecasting that the two will become a converged ecosystem as demand gen and ABM marketers refine their goals and realize the overlapping nature.   For this week’s episode of the #B2BMX podcast, we’re replaying Steve Casey’s session from #B2BSMX that delves into the ins and outs of demand gen/ABM convergence and provides a roadmap of the journey marketing teams can take to combine the two. Throughout his presentation, Casey explains: The key trends B2B marketers need to understand to plan for this convergence; The people, process and technology considerations that will help marketers prepare for the road ahead; andArm marketers with the roadmap to support their journey through the demand gen/ABM landscape; andMuch more!RELATED LINKSListen to Season 5, Episode 13 

“To hybrid, or not to hybrid?”-Hamlet in 2022, probably.  Event marketing underwent an impressive evolution over the past couple of years, especially as the repercussions of the Covid-19 pandemic forced marketers to rethink the medium and adapt it to the digital world. As in-person events start to return — hello, B2B Marketing Exchange! — organizations are struggling to determine the most successful event format: Virtual, in-person or hybrid?  For Aleksandra Panyukhina, an event’s delivery isn’t as important as the value it delivers. In the latest episode of the #B2BMX podcast, Panyukhini sits down with Host Klaudia Tirico to dive into the new era of event marketing. As Panyukhina teases her upcoming #B2BMX session, the pair chat about:Event marketing’s journey to the “cornerstone” of marketing strategies; How to focus on the end goal and attendee takeaways when planning events; The importance of planning events with an interactive mindset; An overview of the most valuable event technologies and tools; andWhy marketing teams should track the event metrics that sales doesn’t use — such as post-event connections with sponsors — to inform future event planning.There’s still time to snag your #B2BMX ticket — and with our podcast-exclusive 50% off discount code (B2BMXPOD), there’s no time to wait. See you next week!RELATED LINKSRegister for the B2B Marketing Exchange in Scottsdale, Ariz.Listen to Season 5, Episode 12 

Content is a critical part of marketing, as compelling, informative assets help generate more interest in a brand and drive more leads down the sales pipeline. But the content creation process is still hindered by lack of interdepartmental communication between sales and marketing.  When Pam Didner takes the #B2BMX stage in just two short weeks, she’ll focus on two key components of content: “How To Make The Most Of Content Marketing For Sales” and “How To Create A High-Performance Team Among Sales/Ops/Marketing.” During her sessions, Didner will tighten the lens on internal communication to help align teams on common goals and shed a light on how to map content to specific stages of the buyer’s journey.With those “how-tos” in mind, Host Klaudia Tirico sat down with Didner for a preview into her sessions on the latest episode of the #B2BMX podcast. Throughout their discussion, the duo touched on:The evolution of the B2B industry, with an analysis of the fundamentals that remained and the prospect/buyer behaviors that changed;The current state of sales enablement and why the line is starting to blur between sales and marketing;The content assets that resonate most strongly with buyers and buying committees, along with how to make the most out of them; Strategies for mapping content to different stages of the buyer’s journey; andMuch more!To learn all the content nuances your heart desires, be sure to use our exclusive #B2BMX podcast code (B2BMXPOD) to receive 50% off your ticket. Talk to you there!RELATED LINKSRegister for the B2B Marketing Exchange in Scottsdale, Ariz.Listen to Season 5, Episode 11 Learn more about Pam Didner 

*Jan Brady voice* Content, content, content! There’s no shortage of content ideas or delivery forms, but there is a shortage of buyers’ attention. As prospects and customers alike tune out the digital noise and grow more particular about the assets they interact with, marketers need to fundamentally realign their strategies to break through buyers’ wariness.  Jay Baer will take the keynote stage at this year’s B2B Marketing Exchange, so it was only fitting we invited him on the #B2BMX podcast to tease his session and provide insights into the current world of content. Throughout the pod, Baer sits down with Host Klaudia Tirico and discusses:The evergreen lessons he’s learned throughout his decades-long journey in the B2B space;The current state of content and the best ways to grab viewers’ attention;How to be fun and lively in content marketing and break B2B’s “boring” stigma;An inside look into his books, including the key takeaways and evolution of their principles; The continued beneficial elements of virtual events; andAn analysis of the current state of tequila (yes, really!).To grab your own glass of tequila with Baer in Scottsdale, take advantage of our exclusive #B2BMX podcast code (B2BMXPOD) to receive 50% off your ticket. Drink up!