Leader Generation

Content plays an important role in generating, nurturing, and converting leads. However, many marketers struggle with creating messaging that resonates with people and drives results.  Join us as we explore language personalization using artificial intelligence and machine learning solutions. And rest assured, you don’t need to be a data scientist or have vast automation expertise to learn and gain actionable ideas from this episode.  ----more---- About Amy Heidersbach: Amy Heidersbach is Chief Marketing Officer for Persado, where she oversees global marketing efforts. The daughter of an advertising executive, Amy is a lifelong marketer. She’s made a career out of leading transformational B2B and B2C marketing and brand initiatives. With a commitment to “full-stack, integrated marketing,” Amy has a 20+ year track record of success building authentic brands, launching innovative products, creating categories, and scaling businesses in a variety of industries.

Artificial intelligence is here now, and here to stay. Marketers can use AI to automate hundreds of repetitive tasks that occur throughout the customer journey. The challenge: where to start?  This episode is your jumping-off point. You’ll learn the benefits of using AI in your marketing. Plus, how to use AI to generate leads and shorten the sales cycle for better business results. ----more---- About Paul Roetzer: Paul Roetzer is founder and CEO of PR 20/20 and Marketing AI Institute; author of Marketing Artificial Intelligence (BenBella, 2022), The Marketing Performance Blueprint (Wiley, 2014), and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing AI Conference (MAICON). A graduate of Ohio University’s E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies.

The CPG industry is rapidly changing. Retailers are faced with ongoing challenges, from changing shopper behaviors and labor shortages to supply chain disruptions and beyond. In his conversation with Tessa Burg, guest Will Salcido shares how we can “win” in the evolving CPG landscape by combining data with storytelling. Hear about what data is important to retail buyers, common stories that sell, how to align with retail strategies and more on this episode of Lead(er) Generation. ----more---- About Will Salcido: Will Salcido is the CEO, Co-Founder and Chairman of Bedrock Analytics Corp—a venture-funded SaaS company focused on the CPG vertical. Will has a demonstrated history of working in the software and consumer product goods industry. His experience includes business planning, board governance, marketing, sales, category management and venture capital funding. 

Your prospects may be looking for a solution to a problem that your company can solve. But they’re not contacting your salespeople for help. They’re searching for answers, reading content and comparing options online.   Mike Farrell joins us to talk about intent data—buying signals that show which prospects are actively looking for potential solutions. Hear how you can use intent data to reach higher-quality leads earlier in the buyer journey. Plus, provide the most relevant content to address their pain points and guide their decision-making process. ----more---- About Mike Farrell: Mike Farrell has 30+ years of sales, marketing and business leadership experience, and is currently the CEO of Green Leads. The company provides B2B technology clients—from startup to enterprise—with meetings, lead generation, and content syndication.  Mike has an incredible track record of building companies, growing pipelines and, ultimately, driving revenue. He has extensive experience selling into B2B and public sector markets, building sales development organizations as well as developing channel partnerships.  

Before the pandemic, B2B customer engagement typically happened in person during sales calls, meetings, trade shows, demos, and more. With the shift to virtual communication, B2B companies must think about how to engage with customers and improve their experience online. In this episode, we’ll hear about the importance of communities from Mark Donnigan, an expert in marketing for startups. We’ll talk about how to apply those principles to enterprise businesses to connect your customers with each other and with your B2B brand. Discover the trickle-down effects of customer community, from better customer experience, satisfaction, and loyalty to drive business growth. ----more---- About Mark Donnigan: Mark Donnigan is the CMO at Growth Stage Marketing. He designs and executes marketing programs and go-to-market strategies that build markets and establish disruptive innovation companies as a category king. With 20 years of experience as a transformative and strategic B2B marketing and business leader, Mark understands what’s required to succeed in today’s winner-takes-all market.

How have customer expectations evolved in the food and grocery industry? What role do digital and e-commerce play in the selection and purchase process? We’ll explore these questions and more with Jay Scherger, the Director of Ecommerce Accelerator at Kroger. After this episode, you’ll have a better understanding of how we—as B2C, B2C, B2C2B and B2B digital marketers—can make shopping an easier and more enjoyable experience for customers.   ----more---- About Jay Scherger: Jay Scherger is the Director of Ecommerce Accelerator at Kroger. He leads a digital and technology team that’s dedicated to rapidly designing, developing and launching integrated and stand-alone e-commerce concepts. new customer and commercial concepts. Jay has spent 15+ years developing data-driven vision and strategy for a wide range of retail and consumer packaged goods. His experience includes leading innovation at companies such as 84.51˚, McKinsey & Company, dunnhumby and more.

As sophisticated B2B digital marketers, we’re tracking, measuring, and making more data-driven decisions than ever before. So how are we doing? Most of us have a reporting dashboard (or several) to visualize KPIs. But are you receiving actionable data?  Dave Hurt, CEO, and Co-Founder of the Verb Data experience platform, helps us better understand how to get more out of our reporting dashboards. Learn more about what makes a good dashboard and how to receive actionable insights that make the biggest impact on B2B business. ----more---- About Dave Hurt: Dave Hurt is the CEO & Co-Founder of Verb Data. He met CTO & Co-Founder Oleg Fridman at ONOSYS Online Ordering, a SaaS platform for major restaurant chains. After ONOSYS was acquired, Dave and Oleg started a software development and design agency. They built dozens of dashboards for clients’ SaaS platforms before their agency was acquired by a leading customer. Through these experiences, Dave became keenly aware of the frustrations that teams juggle when building and maintaining customer-facing dashboards and just how valuable they are for sales and customer experience. Today, Dave’s mission is to offer a developer-first data experience platform that is easy to install and maintain.

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.