Leader Generation

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.

Lead generation is one of the most critical components of B2B growth. Historically, B2B marketers have captured leads at trade shows for their customer relationship management (CRM) systems. Due to the pandemic, in-person trade shows are no longer a lead generation option. That’s why many B2B marketers have begun to explore virtual trade shows and events—with mixed results. Guest Nicole Mahoney is a marketing expert in travel and tourism, one of the industries hit hardest by the pandemic. Nicole shares how she’s had to think creatively about lead generation, and answers the question “Is it worth it to sponsor a virtual trade show?”

Nicole Fidler is a Digital Marketing Specialist at Hyland Software, which sells enterprise software around the world. In this episode, Nicole shares how she takes winning user experience and digital marketing tactics and customizes them for different markets. Hear what works, what’s changing and the trends that impact how today’s digital marketers promote products and services globally. ----more----   About Nicole Fidler: Nicole has nearly 10 years of B2B marketing experience, with a focus on international markets. As a Digital Marketing Specialist at Hyland Software, Nicole evaluates a company’s digital marketing against competitors and industry benchmarks. She also uses analytics tools to identify trends and opportunities for website optimization. Nicole supports the business in digital campaign planning and execution for verticals and regions across the digital mix. She has been involved with major platform migrations as well as rebranding, translation, and website optimization projects.

  As B2B marketers, lead generation is always our top priority. We want to get in front of the right people with high-value information that engages prospects and motivates them to learn more about our brand and services.  We have quite a few effective digital marketing tools at our disposal—SEO, paid search, content marketing, email, programmatic display, and ABM campaigns—to name a few. Plus, the advanced targeting you can do on LinkedIn and Facebook has made social media marketing another really effective tool in the B2B marketer toolbox. Organic social media, however, is typically used for branding. It’s a way that many B2B companies show off their culture, values, partnerships, people and hiring opportunities. But maybe B2B marketers have been selling organic social short. How can organic social media improve lead generation for B2B companies? Listen to this episode, featuring guest speaker Brittany Mayti, to find out. ----more----   About Brittany Mayti: Brittany Mayti is a native of Cleveland, Ohio. She knew she wanted to be an actress from a very young age. However, her mother insisted that she complete her post-secondary education prior to making the big move to "Hollywood". In the midst of acting classes and workshops, Brittany obtained her MBA with a concentration in Marketing. She’s also learned the business from behind the camera as a Production Assistant, Production Coordinator, Production Manager, and Co-Producer. Today, Brittany utilizes her educational experience to market herself as a social media influencer and content creator. Although the performer isn’t keen on the term, she believes “branding yourself” is a necessary evil in the entertainment industry. Brittany also owns a consulting business that helps brands grow their online presence.