Leader Generation

In this episode, we explore the impact that IoT and AI-powered solutions have on manufacturing and industrial businesses. Learn how B2B marketers can introduce new revenue streams, get closer to their customers and deliver self-directed experiences that delight and retain customers.   ----more---- About Eric Ehlers: Eric Ehlers is the Director of Manufacturing/Industrial Solutions at ServiceNow. He has 15+ years of experience leading global outreach, strategic marketing, optimization, and creative development strategies.  Eric is driven by his passion for B2B, digital marketing, and technology. His career includes a solid record of capturing audiences, delivering significant revenue growth in highly competitive global markets and developing extensive marketing operations for high-tech industries. 

B2B companies tend to separate “brand” and “digital” and two independent functions. Our guest, Kip Botirius, has deep experience in both brand development and digital marketing for consumer and commercial businesses. Today, we’ll explore the role of a strong B2B brand and the impact it has on creating effective digital marketing experiences that generate leads and convert them into customers.   ----more---- About Kip Botirius: Kip Botirius is the CEO of Tenlo. With more than 20 years of experience in digital marketing and account service, Kip leads a diverse team built to develop successful marketing and brand-building strategies for clients. Kip also plays a critical role in business growth and development. He works closely with clients to solve their specific challenges using strategic digital marketing practices. He values client relationships, and works to build and nurture lasting friendships through client-agency communication.  B2B marketing and sales once revolved solely around relationships. Today’s modern buyer journey is increasingly digital. Download The B2B Revolution to discover how to apply B2C tactics to B2B to enhance your digital marketing strategy.

People, process, data and technology all play critical roles in B2B lead generation. But how well is your managing and optimizing performance in these areas? Dan Lukens explains how a Marketing Operations Manager adds value to an organization by keeping these functions focused on marketing and sales strategy. Plus, adapting them to changing conditions so your marketing is most effective. ----more---- About Dan Lukens: Dan Lukens is the Marketing Operations Manager at Discovery Education. He draws from 10+ years of digital marketing experience as well as working closely with sales leaders and platforms. In his role, Dan bridges the gap between marketing and sales. He’s in charge of putting the right people, processes data, and technology in place. When balanced, they vastly improve the performance of both the marketing and sales teams. It also allows them to become the collaborative revenue-generating engine they’re meant to be. 

2020 made all of us B2B marketers and leaders more dependent on eCommerce and doing business online. As B2B continues its evolution—looking more and more like B2C—there are some important standards we need to be aware of regarding accessibility. Guest Ryan Boog helps us better understand ADA Compliance, and explore the value of accessible websites and apps.  ----more----   About Ryan Boog: Ryan Boog is the owner of Minnesota-based Happy Dog. The digital agency creates custom web apps, mobile apps, and software to help businesses make sense of their data. For more than 10 years, his established business has worked with renowned companies like Xcel Energy and the Minnesota Timberwolves. Ryan has been featured in Forbes and other industry publications.

The eventual death of third-party cookies and the impact on lead generation has been a hot topic in our industry for quite some time. But now the end is here.  Digital Marketers are already seeing disruptions in campaigns running on third-party websites and social media properties. Not to mention, in the data we’re accustomed to receiving from Google.   So what’s next? How do we deliver quality targeting, experience, leads and results back to clients and leadership? Our guest Tony Mastri will cover that all—and more—in this episode.  ----more---- About Tony Mastri: Tony Mastri is an experienced Digital Strategist & Tech Lead at Tenlo. He has a proven background in content strategy, technical SEO and performance marketing. With natural curiosity and a strong drive for continuous improvement, Tony leverages data to make informed decisions that drive client growth.

B2B companies have 42%-82% customer churn. As our world begins to return to “normal,” we can take tactics used to sustain customers during the worst of the pandemic and leverage them for growth.  The cancelation of live in-person events—including trade shows, sales demos, and conferences—spurred a new era of live-streaming. This episode explores how B2B companies can use that technology to build client relationships that are stronger than ever before. Brian Lee, from live-streaming platform BoxCast, joins us to discuss how B2B companies can build community and retain clients through live video experiences. ----more---- About Brian Lee: Brian has 10+ years of experience in the SaaS industry. As the VP of Sales & Customer Success at BoxCast, Brian leads the teams responsible for all aspects of user acquisition, expansion, retention, and customer support.  Over the past 4 years, Brian has seen the BoxCast user base more than double and the staff triple thanks to two acquisitions and $20M funding in late 2020.  In the past year, Brian helped implement product-led growth and digital marketing strategies. This enabled BoxCast to create a more efficient sales pipeline while maintaining successful onboarding and retention metrics during rapid growth.

From thought leadership to engagement, there are many benefits of content marketing. But does the value justify the cost of creation and distribution for your B2B company? Tessa Burg shares how to measure your content’s contribution to lead generation. What metrics and KPIs you should look at. Technology and tools that can help you gather data. And most importantly, how to use the data to prove the value of your content marketing.   Measuring content’s worth in B2B is definitely more challenging than B2C or ecommerce. But it’s possible. Listen to learn how. ----more---- About Tessa Burg: Tessa Burg is the VP of UX and Technology Strategy at Tenlo. She has 20+ years of digital marketing experience. Tessa combines her marketing and technical skills with software product management experience and agile principles. She identifies target audience needs as well as where and how they find information to make buying decisions. Tessa guides how to best execute on-page, off-page and technical SEO. This generates high-quality website traffic that converts into ecommerce purchases and sales-ready leads.   Tessa is the regular host of the “Lead(er) Generation” podcast series. Plus, she’s published numerous articles and white papers. Read her article The Intersection of Content Strategy & SEO to learn how to increase your marketing team’s value with SEO-optimized content. 

Early in 2021, our quest is to provide sales teams with new opportunities to meaningfully engage with prospects and customers. Is hosting your own live virtual event the best way to do that?   Our guest, Fred Andersky, will share how his company transformed traditional in-person demos into virtual events. The remote experiences attracted two years-worth of attendees and engaged both customers and prospects through live, interactive demonstrations. ----more---- About Fred Andersky: Fred Andersky is the Director of Demos, Sales & Service Training (DSST) at Bendix Commercial Vehicle Systems LLC. He’s a visionary leader with diverse hands-on experience in all facets of marketing.  Fred is a regular presenter, comfortable with all levels of management and media in global business settings. He’s a test and demonstration driver with an Ohio Class A Commercial Driver’s License, delivering technology demos and training sessions across North America.  Fred has also published numerous articles and white papers. Plus, he’s a regular contributor to the “Truck Talk with Bendix” podcast series.   B2B businesses must be more agile and adaptable than ever. Read Digital Self-Service: Priority #1 in 2021 to learn how to embrace a new way of doing business. Early in 2021, our quest is to provide sales teams with new opportunities to meaningfully engage with prospects and customers. Is hosting your own live virtual event the best way to do that?    

Scott Brinker is back with Tessa and talks more about the tech emerging right inside our existing marketing technology stacks. Learn how it empowers marketers to start testing data and putting it to work in new ways. Plus, hear how you can use martech to generate leads, bring joy to prospects, and fuel B2B growth in 2021.   In our last episode of the Lead(er) Generation, guest Scott Brinker got us all excited about the future of the augmented marketer. In this episode he'll cover where to start and how to unlock our marketing leadership superpowers in 2021. Bonus you'll learn: What’s the secret to generate leads and align our sales and marketing teams?   Download 5 Data Exchanges Between Sales & Marketing To Increase Win Rates for our step-by-step process we use with clients to start and scale end-to-end lead generation programs.   ----more---- About Scott Brinker: Scott Brinker is fascinated by the intersection of technology platforms and ecosystems as well as marketing strategy and operations. He has extensive experience and holds several titles in these areas. First, Scott serves as the VP of Platform Ecosystem at HubSpot. In this role, he helps grow and nurture the community of technology partners building on the HubSpot platform. Since 2008, he’s also run the Chief Marketing Technologist blog (chiefmartec.com), which has more than 50,000 readers. One of his well-known projects is a map of the  Marketing Technology Landscape. In 2014, Scott launched the MarTech Conference. As the event's Program Chair, he brings together a community of senior marketing operations and technology professionals. Scott also wrote the best-selling book "Hacking Marketing," published by Wiley in 2016. Plus, he’s a frequent keynote speaker at conferences around the world on topics of marketing technology and agile marketing.  

If 2020 felt like drinking from a firehose, then this episode is the zen you need to recenter on your purpose as a marketer. Guest Scott Brinker joins us to discuss how B2B marketing leaders can evaluate and select the best tech to complement existing CRM, CMS and marketing automation systems to elevate their brain space out of execution.     We’ll need marketers’ experience and passion for data in 2021 to think creatively and strategically about how we connect, engage, and with prospective customers and generate business value in 2021—a year that is sure to see more economic, technology, and competitive landscape changes. ----more----   Learn about the evolution of the martech landscape and what the trends behind it tell us about 2021 and beyond Learn where you can find the most effective apps and technologies for automating tasks within your CRM, CMS and other core marketing technology Hear the benefits of “no code” platforms and how they’re giving marketers more control while “playing nice” with IT teams Get some actionable tips on which digital transformation projects to prioritize in 2021 to help your team scale and take advantage of new opportunities   About Scott Brinker: Scott Brinker is fascinated by the intersection of technology platforms and ecosystems as well as marketing strategy and operations. He has extensive experience and holds several titles in these areas.   First, Scott serves as the VP of Platform Ecosystem at HubSpot. In this role, he helps grow and nurture the community of technology partners building on the HubSpot platform. Since 2008, he’s also run the Chief Marketing Technologist blog (chiefmartec.com), which has more than 50,000 readers. One of his well-known projects is a map of the  Marketing Technology Landscape.   In 2014, Scott launched the MarTech Conference. As the event's Program Chair, he brings together a community of senior marketing operations and technology professionals. Scott also wrote the best-selling book "Hacking Marketing," published by Wiley in 2016. Plus, he’s a frequent keynote speaker at conferences around the world on topics of marketing technology and agile marketing.