GTM Live

Explore strategies for making marketing budgets work harder by focusing on ROI and measuring leading and lagging indicators effectively, maximizing return on investment in marketing activities, optimizing marketing investments for tech companies, elevating consulting services through business-centric thinking, redefining financial metrics for business success, and discussing cost effectiveness through messaging and market alignment in marketing strategies.

Expert Natalie Marcotullio and host Chris discuss leveraging influencers and advisors in B2B marketing. They cover implementing Navattic's Advisor Program, balancing strategic advisement and influencer advocacy, compensation methods, and nurturing advisor relationships. Key insights include maintaining a manageable advisor number, gauging business referrals, valuing strategic insights, and multifaceted ROI measurement.

Chris, a business leader, discusses reshaping B2B marketing, learning from failures, signal-based selling, and combining account suitability with buyer interest in the B2B market. He also talks about coping with stress, differentiating personal and company brands, and rapid fire questions.

A discussion on utilizing signals to enhance business operations, focusing on coordinating sales and marketing efforts using data-driven signals. The episode introduces a new strategy for customer engagement based on identifying signals emitted by accounts. It challenges traditional lead-based and account-based marketing methods, aiming to increase sales team effectiveness and marketing allocations.

Chris joined Sam Nicholson on the Untold Insights Podcast to chat about navigating the integration of sales and marketing strategies grounded on customer-driven data analysis. The discussion focuses on the complex aspects of market engagement navigated by businesses today. Chris provides an expert analysis of the innovative strategies that are leading to success in the field.Chris highlights the critical shift in B2B marketing that occurred in 2017 when corporate leaders began acknowledging the essential role of marketing in the expansion of their companies. He asserts that the most significant challenge currently facing B2B companies is the mastery of go-to-market data and analytics. By advocating for both efficiency and effectiveness, Chris elaborates on the method of differentiating between assumptions and legitimate insights by meticulous evaluation of existing data. His examination has unearthed substantial findings, including the identification of extensive financial waste in Google Ads and various other notable inefficiencies.

Entrepreneur Timy Van Roy shares insights on transitioning from engineering to entrepreneurship, discussing the power of detachment in sales and personal growth. He highlights aligning ambition with action, resilience in business obstacles, and lessons from setbacks.

Exploring signal-based selling in B2B sales, the podcast delves into capturing and utilizing buyer signals for optimized go-to-market strategies. It discusses the evolution of category development and emphasizes the importance of intent and account fit in sales data. Chapters cover tracking signals, redefining customer journey, enhancing SDR outreach with automation, and optimizing cross-functional collaboration for data-driven decisions.

The podcast explores the changing landscape of B2B event marketing post-pandemic, highlighting the shift towards digital alternatives and the importance of data-driven insights. Chris challenges traditional marketing strategies, emphasizing direct customer relationships and ROI scrutiny. The key theme is the need for consumer insights to create compelling content and the potential of high-value digital events to outshine physical trade shows.

Discussion on evolving B2B buying behavior, 'dark social' channels, and the shift towards trustworthy content. Insight into buyer enablement vs. self-service, adapting to modern go-to-market strategies, and the challenges faced by traditional companies. Emphasis on AI's impact, human connection, and entrepreneurial commitment in B2B marketing.

Discussion on the shift towards signal-based selling in B2B, tracking buyer intent signals, and aligning sales and marketing teams. Emphasis on the importance of evaluating multiple signals for effective sales strategies, evolution of data-driven marketing, and integrating customer success into ABM programs. Exploration of CRM systems for B2B selling, unified approach for sales and marketing integration, and modernizing marketing and sales budgeting.