OnBase: Smashing Sales and Marketing Misalignments

Episode Summary  In a world where businesses are constantly seeking effective strategies to connect with their audience and drive revenue, it is crucial to learn how to effectively leverage contextual keywords, collaborate for success, and make incremental changes for remarkable results. This episode explores the power of analyzing keyword intent and classifying them based on customer journeys, embracing collaboration between marketing and sales teams to maximize lead potential and revenue. About the Guest Branden Welch is the Director of Revenue Operations at Nerdery. He has over 16 years of experience in Revenue Operations, Sales, and Demand Generation. Throughout his career, Branden has gained valuable insights by holding both sales and marketing roles, which gave him a comprehensive perspective on the challenges and opportunities each discipline presents. Beyond his professional endeavors, he finds great joy in various outdoor activities such as fishing, hunting, and dog training. Connect with Branden Welch  Key Takeaways - Analyzing keyword intent and classifying them based on customer journeys and problems enables businesses to create targeted content and outreach that effectively connects with their audience. - Instead of abandoning an initiative that isn't yielding desired results, making small adjustments and tweaks can lead to significant improvements. - By analyzing response rates, engagement metrics, and feedback, you can make informed decisions about which modifications are driving better outcomes. - Marketing and sales collaboration maximizes lead potential, secures meetings, and drives revenue. Quote “Finding the balance between moving quickly and measuring the right things is key. Don't overlook the importance of assessing the actual impact of your changes to drive the right outcomes." - Branden Welch Recommended Resources Blog:  https://distill.pub/ Book: Endure: How to Work Hard, Outlast, and Keep Hammering by Cameron R. Hanes Shout-outs  Abby Hill - Associate Integrated Marketing & Comms Manager - Hair Care at Johnson & Johnson Amy Gregory - Corporate Marketing Director at OneNeck IT Solutions Joseph T. Dunsmore - Founder and CEO, The Digital Truth.  ⁠Connect with Branden Welch⁠  | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠

Episode Summary In this episode of Sunny Side Up, host Ryan Schimmel and Diana Morante discuss the marketing metamorphosis at Intelsat, exploring the transition from centralized to regional marketing and the key drivers behind this strategic shift. Diana highlights the significance of localization in connecting with specific audiences and emphasizes the importance of staying close to customers to adapt marketing strategies accordingly. They also delve into the dynamic focus markets of Intelsat, with a focus on Brazil and Mexico, driven by unique growth opportunities and cultural diversity. Diana shares valuable advice for B2B marketers, advocating for a customer-centric mindset, fostering a culture of innovation, and leveraging technology and automation to streamline processes. Throughout the conversation, Diana offers insights into successful regional marketing strategies and the role of partnerships in enhancing credibility and reach. About the Guest Diana Morante is the Head of Marketing & Communications Americas at Intelsat. Diana brings a wealth of experience in leading regional teams, strategic planning, branding, and driving revenue growth in the technology industry. With a history spanning HP, Zed, Nortel, and Ricoh, Diana’s experience spans hardware, software, and services from a variety of go-to-market perspectives. She holds an Executive MBA from Florida International University and has completed coursework in renowned institutions in both Psychology and Digital Marketing. ⁠Connect with Diana Morante⁠ Key Takeaways - Intelsat is a global brand with a mission to connect people, businesses, and governments to maximize human potential through network services and broadcast capabilities. - The shift from centralized marketing to a regional approach aims to leverage local insights and better connect with target audiences to achieve relevance and trust. - Brazil and Mexico are key focus markets for Intelsat due to significant growth potential and diverse business landscapes in these regions. -Localization goes beyond translation and involves adapting marketing strategies to resonate with local audiences' cultural characteristics and preferences. - Segmentation is crucial when entering new markets, enabling marketers to tailor messages and value propositions to specific regions. - Building partnerships with local industry experts and associations can enhance credibility and expand reach in new markets. - Embrace a customer-centric mindset by staying close to evolving customer needs, gathering feedback, and using data-driven insights to inform marketing strategies. - Foster a culture of innovation within marketing teams, encouraging creativity, risk-taking, and ongoing learning to adapt to changing customer preferences. - Leveraging technology and automation, such as AI, can streamline marketing processes, enhance efficiency, and provide real-time customer insights. - When transitioning from a centralized marketing approach to a regional one, it's essential to conduct market research and analysis of competitors, cultural factors, and local business drivers. - To succeed in a regional marketing approach, marketers should continuously communicate the value proposition and benefits of their offerings to customers and adapt to local regulations. Quote “Embrace a customer-centric mindset. Stay close to your customers, evolving needs, preferences, and pain points is key.” –  Diana Morante Recommended Resources Books Influence: The Psychology of Persuasion by Robert Cialdini Dual Transformation  by Clark Gilbert, Mark W. Johnson, and Scott D. Anthony Blog HubSpot’s Blog Shout-outs Neil Patel – Co-Founder at Neil Patel Digital Simon Sinek – Speaker and Author. Founder at The Optimism Company Maureen Stevens – VP of Marketing at Intelsat ⁠⁠Connect with Diana Morante⁠⁠ ⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠

Episode Summary In this episode of Sunnyside Up, host Joe Delamere interviews Palvi Verma, a marketing strategist with a distinguished career in financial services. Palvi shares her insights on the best practices for establishing successful Account-Based Marketing (ABM) strategies for organizations. She emphasizes the significance of obtaining internal consensus and undertaking thorough preparations, as well as the importance of comprehending customer perspectives and fostering a sense of urgency. Additionally, she offers valuable perspectives on the challenges organizations face when implementing partner models for sales. Moreover, Palvi discusses a highly acclaimed marketing framework that she employed, resulting in remarkable revenue growth from seven to 21 million within a single year. She delineates a comprehensive five-part process for effective marketing initiatives, encompassing the definition of an ideal customer profile, understanding the customer's worldview, identifying their needs, evaluating competitors, and devising a strategy accordingly. Lastly, Palvi elucidates how the art of storytelling and the use of visualization techniques can be instrumental in gaining the support and approval of stakeholders. About the Guest With a distinguished career spanning over a decade and a half, Palvi Verma has earned a reputation as a dynamic and visionary Marketing Strategist. Honing her skills with prestigious firms such as Goldman Sachs, JP Morgan, and Accenture, she has meticulously crafted her role within the financial services industry. She currently serves as the Marketing Strategy Leader at Westfield, a fast-growing international insurance company, where she continues to demonstrate her marketing acumen.Connect with Palvi Verma Key Takeaways  - 3 key elements for successful B2B ABM practices: internal buy-in, understanding customer worldview, and creating urgency.  - Challenges faced when selling through a partner model include having multiple partners and ensuring they are all on the same page. - Ensuring that new employees get trained properly and keeping a tight eye on new employee training programs at partner agencies - Making sure partners understand how the brand is different from competitors without just throwing money at them - Adopting marketing strategies to maintain a competitive edge in a resource-constrained world. - Internal buy-in and preparation are crucial for successful B2B ABM practices. - Understanding the worldview of customers is essential in developing effective marketing strategies. - ABM's success relies on focusing on key accounts and not constantly adding new ones. - B2B organizations selling through partner models face challenges in ensuring consistent brand messaging and differentiation. - Building strong partnerships requires training and aligning partner employees with the brand story. - Maintaining a competitive edge in a resource-constrained world involves strategic channel selection rather than being present on every channel. - Identifying underutilized channels can provide a competitive advantage and drive growth. - Balancing creative thinking with analytical decision-making helps optimize marketing efforts within resource constraints. - Timing plays a crucial role in gaining buy-in for new initiatives within an organization. - Building a coalition of champions fosters collaborative decision-making and support for new strategies. Quote “You understand that art of standing out, understanding your brand story, and making sure there's a fit there.” – Palvi Verma Recommended Resources Newsletter Andrew Chen’s Blog Books Purple Cow by Seth Godin Start with Why by Simon Sinek Shout-out Darryl Siryl – Chief Technology Officer at SiriusPoint Lakshmi Reddy – Venture Partner at Sybilla Masters Fund ⁠⁠Connect with Palvi Verma⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠ | Linkedin

Episode Summary In this episode of Sunny Side Up, host Brian Hopper interviews Chris Clemente, a seasoned marketer and online marketing director. They discuss audience segmentation, content personalization, and the transformative impact of AI in B2B marketing. Chris emphasizes understanding the target audience and tailoring content to their needs. Data-driven segmentation, including sub-specialties, cohorts, regions, and age groups, is crucial for crafting effective messages. A/B testing is highlighted as a valuable tool to determine optimal strategies for different audience segments. Ethical considerations in AI marketing are explored, such as data privacy and transparency. Crafting relevant messages that drive engagement requires an audience-first approach, considering where people are in their customer journey. Technical writing's role in documenting processes and knowledge transfer is emphasized. Chris shares insights on balancing new technologies with expertise, and the importance of embracing AI responsibly. The interview also touches on Chris' background in web development and his recommended books. About the Guest Christopher is an Online Marketing Director. His background is in web development, but he has been working in email for the last 10+ years. He’s worked with agencies and ESPs, and also worked with clients from the American Cancer Association to the Academy Awards, along with running the marketing channel at WebMD. At Medscape WebMD, he oversees the email channel health of physician and healthcare professional users. Connect with Chris Clemente Key Takeaways  - Personalizing content based on audience data is essential for effective marketing campaigns. - Segmentation allows marketers to target specific subgroups and deliver relevant messages. - Understanding the customer lifecycle helps in crafting tailored content for each stage. - Documenting processes and defining target audiences can streamline content curation and distribution. - Adapting to new technologies is crucial for marketers to stay relevant and thrive in their field. - Introverts have valuable contributions and should be recognized for their unique perspectives. - Happiness cannot be solely achieved through money and fame; other factors play a significant role. - Autobiographies and biographies offer insights into personal growth and different life experiences. - Attention to design elements influences A/B testing outcomes and reader engagement. - Storytelling skills are valuable in both screenwriting and marketing contexts. - The impact of AI on industries raises concerns about ownership and creative expression. - LinkedIn provides an effective platform for professionals to connect and network. - The marketing industry is evolving and becoming increasingly complex, requiring ongoing discussions and resources. - The value of continuous learning and adapting to changes in the marketing landscape. Quote  “With AI it's either adapt and succeed, or you're just going to fall by the wayside.”  – Chris Clemente Recommended Resources Books Quiet: The Power of Introverts in a World That Can't Stop Talking by Susan Cain Friends, Lovers, and the Big Terrible Thing: A Memoir by Matthew Perry Cinema Speculation by Quentin Tarantino Podcast Scriptnotes Podcast by John August and Craig Mazin Shout-outs Fabio (Manuel) Carneiro – VP of Product at Nordstream John August – Writer  Jordan Elliott - Director of Product at ieso ⁠⁠Connect with Chris Clemente | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠Website⁠⁠⁠⁠ | LinkedIn

Episode Summary In this episode of Sunny Side Up, host Randy Ilas interviews Gregory Callahan, Partner and Founder of Bain & Company. This episode explores the ways that companies are adapting to the new digital landscape due to COVID-19. It looks at how businesses can leverage their digital capabilities to personalize their offering and deliver leads faster. Additionally, it touches on the importance of understanding customer needs and creating an ideal customer profile, as well as providing bite-sized trials of products before purchase and leveraging independent third-party reviews to create a better customer experience. Finally, it covers how sales and marketing teams must work together to execute successful ABM strategies. About the Guest Greg Callahan is a Partner at Bain & Company. He works with tech-enabled businesses to help them accelerate top and bottom-line performance. Greg is also the founder and product leader for Coro Account Planning (Bain's digital account planning tool) and leads Bain's Account Planning and RevOps practices globally. In his work with Bain’s clients, Greg has developed a blueprint for getting the most yield out of your customers that have the most potential. Connect with Gregory Callahan Key Takeaways  - The COVID-19 pandemic necessitated a significant pivot towards B2B marketing, with a focus on building digital capabilities. - Traditional in-person interactions were replaced by virtual meetings and digital outreach. - The acceleration in B2B marketing resulted in a merging of B2C marketing practices into the B2B realm. - The importance of personalized and tailored marketing campaigns for different industries and customer segments. - The concept of virtual sales emerged, allowing for specialized industry and product expertise to be present in customer interactions. - Virtual selling has shown higher win rates, enabling more efficient and effective sales conversations. - The challenge of determining the right balance between field-based and virtual sales resources. - The significance of maintaining a positive and selling-oriented culture within organizations. - The need for sales and marketing to work together as a cohesive system, driven by aligned incentives and open dialogue. - The importance of focusing on high-quality leads and confronting "zombie pipe" to maximize efficiency. - The shift towards agile sales and marketing plays is supported by a system that enables reps and teams to deliver results. - The role of leadership involvement in bridging the gap between sales and marketing teams. - Staying informed about the economy, industry trends, and competitor performance to better engage with customers. - Seeking insights and perspectives from peers and industry forums to expand knowledge and test theories. - The value of building a sales and marketing system that streamlines processes and allows for effective collaboration. Quote “Trust is earned, it's not just awarded. It does take time.”  – Gregory Callahan ⁠Connect with Gregory Callahan⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠Website⁠⁠⁠ | LinkedIn

Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Jessica Woodside, an experienced marketer specializing in account-based strategies. They delve into the world of internal account-based strategies and discuss Jessica's approach to multiple markets and strategic focus areas. Jessica highlights the importance of collaboration and alignment with cross-functional teams, emphasizing the value of stakeholder input and the need to report meaningful metrics that align with organizational goals. She shares insights on celebrating success, maintaining work-life balance, and finding personal fulfillment outside of work. Jessica also emphasizes the significance of failing forward and taking risks in account-based strategies. She suggests creating personalized content and leveraging brand recognition to expand visitors' understanding of their product portfolio. About the Guest Jessica Woodside is an experienced marketer with a diverse background in literature, dance, and an MBA in Marketing. With over 14 years of experience, she excels in creating marketing strategies that blend digital and traditional tactics, yielding measurable results for B2C and B2B brands. Apart from her professional pursuits, Jessica is an avid reader, hiker, dancer, hot yoga enthusiast, and devoted cat mom. Key Takeaways - Strategic focus areas are essential when approaching multiple markets in account-based strategies. - Collaboration and alignment with cross-functional teams are crucial for success. - Meaningful metrics and reporting are necessary to demonstrate the impact of marketing efforts. - Celebrating success and maintaining work-life balance is important for overall well-being. - Failing forward and taking risks are key components of successful account-based strategies. - Personalized content and leveraging brand recognition can enhance visitor engagement. - Creating a dedicated workspace and setting boundaries contribute to work-life balance. - Enjoying personal passions outside of work enhances fulfillment and productivity. - Success in account-based strategies often comes from laser-focused targeting. - Understanding intrinsic motivation is crucial for effective marketing. - Balancing candor and trust within teams fosters a healthy work environment. - Embracing failure and learning from it is an integral part of growth and improvement. - Leveraging input from stakeholders can provide valuable insights and perspectives. - Find the people in your organization who already understand the value of marketing. - Report out on metrics that matter to the organization and are meaningful.  - Connect what you're reporting to actual ROI.  - Focus on case studies for specific problems solved for end users.  - Celebrate small wins and find traction with account-based marketing strategies Quote “Ultimately, you've only got one life, and you should enjoy what you do. You should be fulfilled by what you do, but it shouldn't be all that you do.” - Jessica Woodside Recommended Resources Books Drive by Daniel H. Pink To Sell is Human by Daniel H. Pink Radical Candor by Kim Scott Shout-out Dave Gerhardt – Founder at Exit Five ⁠Connect with Jessica Woodside | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠ | ⁠⁠Website⁠⁠ | LinkedIn

Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Maurina Venturelli, a marketing expert, about the power of a great message and bridging the gap between B2B and B2C marketing. Maurina emphasizes the importance of aesthetics, visuals, and relatability in marketing efforts, as well as the need for personalized approaches and building relationships in account-based marketing. She shares insights on the role of offers and experiences in engaging the audience and discusses the challenges of aligning product marketing and demand generation teams. She also suggests considering an executive coach, an educator, or even a child for inspiring perspectives on leadership and marketing. About the Guest Maurina Venturelli was born and raised in small-town Anaconda, Montana. Shortly after graduating college, she found herself in the Bay Area. Her marketing career started in social media, creating content for HopeLab, a non-profit dedicated to social innovation at the intersection of tech and youth mental health. From there she went on to product marketing at WhitHat Security and later found her way in Demand Generation. Connect with Maurina Venturelli Key Takeaways - The power of a great message and its impact on attracting an audience. - Bridging the gap between B2B and B2C marketing for more effective strategies. - Emphasizing aesthetics, visuals, and relatability in marketing efforts. - The significance of personalized approaches and relationship-building in account-based marketing. - The role of offers and experiences in engaging the audience and creating memorable experiences. - Challenges and benefits of aligning product marketing and demand generation teams. - The importance of trust, resolve, and shared outcomes in marketing collaborations. - Cultivating writing talent within existing teams through inspiration from magazines and other creative sources. - Exploring the psychology of marketing and the need for understanding and empathy in messaging and communication. - Recognizing the value of diverse perspectives, including those of executive coaches, educators, and children, for fresh insights and inspiration. Quote "Change is hard, but we need to embrace the idea of diversifying the way we go to market." - Maurina Venturelli Recommended Resources Book The Four Agreements by Don Miguel Ruiz Shout-out Kate Gigax – Founder at Development Corps ⁠Connect with Maurina Venturelli⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠ | ⁠Website⁠

Episode Summary In this episode of Sunny Side Up, host Brian Hopper interviews Derek Hall, Senior Director of Solutions Engineering at ServiceTitan. They delve into the evolving dynamics between account executives and solutions engineers, highlighting the need for a value-focused approach. Derek explains the significance of adopting the Challenger Sale methodology, emphasizing the importance of teaching, tailoring, and taking control during the sales process. He emphasizes that prospects have limited time and attention, making it crucial to provide value and relevance to engage them effectively. The conversation underscores the balance between meeting customer needs and maintaining control over the sales process to convey the value story successfully. Derek also shares valuable advice he would give to his younger self, stressing the importance of embracing intellectual curiosity and continuous learning. About the Guest Derek Hall is the Sr. Director of Solutions Engineering at ServiceTitan. Over the last 11 years, he's worked his way from professional football player to entry-level sales development role to Sales Engineer, eventually building out the Sales Engineering org at ServiceTitan. Over the past 7 years, he's built a diverse team of 26 ICs and managers. He's also an advisor with Us In Technology, whose mission is to diversify the Tech C-Suite through mentorship and facilitating the hiring of underrepresented talent. Connect with Derek Hall  Key Takeaways - The relationship between account executives and solutions engineers is evolving towards a focus on value and problem-solving. -The Challenger Sale methodology is influential in today's sales landscape, emphasizing teaching, tailoring, and taking control. - Prospects have limited time and attention, so providing value and relevance is crucial during interactions. - Tailoring the message and demo content to the prospect's needs is essential for engagement and interest. - Balancing customer needs with maintaining control over the sales process is a challenge but necessary for conveying the value story effectively. - The Challenger Sale methodology arose from the changing sales landscape post-2008 crisis, with more stakeholders involved in the buying process. - Successful salespeople in the new buying climate challenge prospects and provide valuable insights and tailored solutions. - Derek recommends embracing intellectual curiosity and continuously seeking knowledge and personal growth. - Taking statistics and science classes seriously early on can shorten the learning curve in a tech career. - Maintaining control over the sales process while being receptive to the prospect's needs ensures a coherent and impactful value story. - Embracing a growth mindset and continuously seeking knowledge and personal development can accelerate professional success. - Finding inspiration from diverse sources, such as sports, can provide valuable insights into leadership, mindset, and perseverance. Quote “Prospects have limited time and attention. If you're not making them feel like they're getting value out of their time, they're going to disconnect.” – Derek Hall Recommended Resources Newsletters The Daily Coach by Michael Lombardi Not Boring by Packy McCormick Books Infinite Game by Simon Sinek The Challenger Sale by Matthew Dixon and Brent Adamson Shout-outs Simon Sinek – Founder at The Curve and Simon Sinek, Inc.  Ross Biestman – Chief Revenue Officer at ServiceTitan Daymond John – CEO at The Shark Group⁠⁠⁠Connect with Derek Hall | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠ | Website

Episode Summary In today's rapidly evolving marketing landscape, the need for digital transformation in the financial services industry has become crucial. As customers increasingly expect seamless experiences, striking the right balance between digital and in-person services can be a challenge. In this episode, we discuss how Fifth Third Bank embraces digital transformations while prioritizing customer support and human interaction. Explore the role of marketing in driving successful digital transformations and creating impactful customer experiences. About the Guest Melissa is an executive vice president and chief marketing officer for Fifth Third Bancorp. She is responsible for ensuring a client-centered, digital-first approach to all areas of the Bank. She also oversees the Bank’s Enterprise Workplace Services and Corporate Communications organizations. Melissa joined Fifth Third in May 2016 and has been integral to the Bank’s transformation to thrive in the digital world. She has designed an integrated and seamless customer experience across the organization. Connect with Melissa Stevens Key Takeaways - A key part of balancing digital and in-person services is to ensure that customers feel supported throughout their journey without overly relying on digital or automated solutions. - It’s important to combine meaningful conversations with quality data, insights, and integrations to help solve customer problems more effectively and point them to the right tools and solutions.  - Success in digital transformations requires understanding the "why," "how," and the people involved. Evaluate technology, processes, and people to make necessary adjustments and raise expectations based on customer experiences and the competitive landscape. Quote “It's not about marketing a product or hacking a product or service, it's about understanding those business’ needs, understanding those institutions’ needs and bringing them thought leadership, bringing them a great partnership.” – Melissa Stevens Recommended Resources Books:  The Best Interface Is No Interface by Golden Krishna  Start with WHY by Simon Sinek Learned Optimism: How to Change Your Mind and Your Life by Martin E. P. Seligman Shout-out Devika Mathrani - Chief Marketing & Communications Officer (CMO) at NewYork-Presbyterian Hospital  ⁠⁠Connect with Melissa Stevens⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠ | Website

Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Jeff White and Carman Pirie from Kula Partners, a B2B marketing agency specializing in the manufacturing industry. They delve into the unique challenges and opportunities that arise in manufacturing marketing, offering valuable insights for marketers looking to succeed in this space. Jeff and Carman discuss the varying levels of ABM maturity in manufacturing organizations, ranging from traditional inside sales setups to highly integrated CRM and ABX platforms. They emphasize the importance of brand-building activities and the need to balance them with demand-oriented campaigns for long-term success. The conversation explores the concept of intent signals and how they differ in the context of longer sales cycles, prompting the exploration of experimentation and the pitfalls of pursuing perfect attribution. The guests also touch on the coin-operated model prevalent in B2B marketing and the significance of the polarity of the sale, highlighting the need to adapt marketing and sales strategies based on buying intent. Additionally, they address the current economic landscape and discuss how manufacturing companies are navigating supply chain shifts and making investments to stay competitive. About the Guests Jeff White Jeff is the co-founder of Kula Partners, an agency designed to help leading manufacturers digitally transform their marketing and sales. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners. Several years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students. Connect with Jeff White Carman Pirie Carman Pirie is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman’s career has taken him from the halls of Canada’s Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm’s diverse range of North American manufacturing clients.  Connect with Carman Pirie Key Takeaways The manufacturing industry faces varying levels of ABM maturity, from traditional inside sales organizations to highly integrated CRM and ABX platforms. Longer sales cycles in manufacturing require a different approach to identifying and interpreting intent signals. Experimentation is crucial in understanding what works and what doesn't, and perfect attribution should not be the sole focus. Balancing brand-building activities with demand-oriented campaigns is essential for long-term success. Quotes "Don't think that short-term experiments alone can revolutionize your brand or leapfrog your competition. Longer-term bets on creative platforms and content have a more significant impact." - Carman Pirie "The polarity of the sale is not always in our favor. It's important to measure activities, adapt approaches, and create engagement even when the buying intent hasn't flipped." - Jeff White Recommended Resources Podcasts How I Built This podcast by Guy Raz Books Any of Dave Trott’s Books Shout-outs Kristin Thompson Fallon – Founding Member at Chief Mike Nager – Business Development / Program Management at Festo Didactic Jessica Woodside – Director of Marketing at WIKA USA Monique Eliott – SVP, Global Brand & Communications at Schneider Electric ⁠⁠Connect with Jeff White⁠ | Connect with Carman Pirie | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠ | ⁠⁠Website⁠⁠