Leader Generation

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.

Personalizing the customer experience has been a growing trend for both B2C and B2B businesses. In fact, 80% of consumers say they’re more likely to do business with brands that provide personalized service. While 67% of B2B buyers want the ability to research, compare products, place orders, and access their order history on their own versus contacting a salesperson. The global pandemic in 2020 has isolated most shoppers and professionals at home. This has quickly escalated the personalization trend, especially when it comes to the online digital experience. ----more---- In this episode, we explore the intersection of B2C consumers and B2B decision-makers. We share the most critical areas to personalize in the digital customer experience to build brand equity that translates to sustainable growth. About Tessa's Guest: Fae Harris specializes in bringing high-performance beauty products—that inspire consumer love and loyalty—to life. Over the past 15 years, she has launched innovative hair care products with beauty industry players such as L’Oréal, Kao Brands, and Conair Professional Products. Today, Fae is the CEO and founder of Outtasight Enterprises. Her business mantra is based on the quote “It's beauty that captures your attention; personality which captures your heart.”. This philosophy centers on the premise that true brand loyalty stems from speaking to the heart of the consumer.

Guest speaker, Vinessa Lullo, has more than 15 years of marketing and product development experience. Her team prides itself on customizing products and services to meet the demands of customers. However, a recent merger and the COVID-19 outbreak drastically changed their business. Vinessa shares how her company became extremely nimble and changed processes to customize products, marketing, and sales to meet new customer needs and safety requirements. ----more---- About Tessa's guest: As the Marketing Director for MC Group | Icon, Vinessa manages and executes multi-platform marketing campaigns for Fortune 100 to 500 companies in three divisions: Signage, Maintenance, and Construction. Vinessa is best known for strategically launching comprehensive marketing programs, internal and external branding, streamlining processes, rejuvenating company cultures, and implementing cost-saving measures to increase revenue.

Paul Pirozzola has been a sales and marketing leader in the B2B manufacturing space for more than 20 years. Traditional routes to market have been disrupted by digital media, e-commerce, and the pandemic. Today’s sales teams and marketers are looking for more effective and efficient ways to collaborate. In this episode, Paul talks about three key elements that marketers can share with the sales team to generate higher quality leads and increase win rates. Be ready to take notes, they are big, attainable, and highly effective. ----more---- About Tessa's guest: Paul provides general management and strategic guidance for the NSRC team. He is a seasoned commercial veteran of B2B and has held many sales and marketing leadership roles, most recently as the VP of Marketing for Bettcher Industries. Paul brings a consultative approach and practical “client-side” knowledge to the team. He holds an MBA from Indiana University and a BS in Chemistry from the University of Pittsburgh.

During this episode, Matt McBride will share how physical distancing and shelter in place orders have impacted strategic partnership and innovation management in bioscience. What is the effect on product teams? What trends and activities can we track to prioritize our own product initiatives? And what does this ultimately mean for collaboration and go-to-market strategies?  ----more---- About Tessa's Guest: As the VP of Strategic Partnerships at BioEnterprise, Matt McBride oversees the continued development, promotion, and execution of the Global Center for Health Innovation and its mission of promoting healthcare innovation and growing the biomedical sector in Northeast Ohio. Prior to joining BioEnterprise, Matt spent seven years with Cleveland Clinic Innovations (CCI), translating medical breakthroughs into patient-benefiting products for the commercial market. As the Director of Inventor Services, Matt established and implemented a process that was used to evaluate early-stage technologies and usher them toward a commercial outcome. Matt received a B.S. in political science with a focus on engineering, math, and science from the United States Naval Academy and an M.B.A. from Case Western Reserve University. RapidTesting.ai on Tenlo Radio is brought to you by Tenlo. Tenlo is a pipeline marketing agency that focuses on quickly identifying and converting high-value leads. Visit Tenlo.com to learn how you can use digital marketing to get more out of your trade shows, website, and sales support programs.

The Coronavirus has disrupted businesses worldwide. Sales leader, David Kreiger, shares what he believes sales teams should focus on as they shift to remote work. Hear his ideas on how to best support clients, protect business and maintain personal health during the COVID-19 crisis. ----more---- ABOUT DAVID KREIGER: David Kreiger is the Founder and President of SalesRoads, a business-to-business appointment setting, lead generation, and SDR outsourcing company. Under David’s leadership, SalesRoads has grown significantly and consulted some of the largest, fastest-growing companies to help accelerate their sales through proactive prospecting. SalesRoads has also been a 100% remote work-from-home organization for the past 13 years. David is considered a leading authority on building highly effective remote work environments and was named one of The Most Influential Leaders in Sales & Lead Management by the SLMA. He’s also been featured in Fortune Magazine, Wharton Magazine, The Christian Science Monitor and CNN/Money Magazine.

How does the Rock & Roll Hall of Fame persuade people to add a trip to Cleveland, Ohio, to their bucket list of must-have experiences? In this episode, guest Ellie Ovsenik tells you how. Hear how the Rock Hall uses data and digital marketing to engage music enthusiasts and increase visits to the museum. ----more---- About Ellie Ovsenik: As the Director of Digital Marketing and Advertising at the Rock & Roll Hall of Fame museum and nonprofit, Ellie combines her storytelling background with the museum’s mission statement – to engage, teach and inspire through the power of rock & roll. Exploring new ways to bring the Rock Hall closer to fans, Ellie helped launch and produce the museum’s first-ever Induction Ceremony red carpet live stream show as well as the 2020 Fan Vote partnership with Google. She continues to create new content and engagement-driven opportunities with artist and entertainment partnerships.  RapidTesting.ai on Tenlo Radio is brought to you by Tenlo. Tenlo is a pipeline marketing agency that focuses on quickly identifying and converting high-value leads. Visit Tenlo.com to learn how you can use digital marketing to get more out of your trade shows, website, and sales support programs.

Learn the do's - and some don'ts - of launching a new product. Brandon Cornuke has been an inventor, retail buyer, corporate innovation leader and now shares his expertise with start-up founders. In this episode, you'll learn what you need and what to avoid as you seek to validate new products before market launch. ----more---- About Brandon Cornuke: Brandon Cornuke has dedicated his career to helping innovators turn their ideas into growing businesses. He is a speaker, writer, educator, and entrepreneur. He has co-founded a consumer products company, consulted with hundreds of startups, and led innovation efforts inside global organizations like Target, American Greetings, and Hitachi. Brandon is the Vice President of Startup Services at MAGNET, Northeast Ohio’s premier non-profit provider of manufacturing expertise, and teaches as an Adjunct Professor of Design and Innovation at Case Western Reserve University’s Weatherhead School of Management. He received his MBA from Northwestern University’s Kellogg School of Management and lives with his wife and daughters in Shaker Heights, Ohio.