Revenue Makers

B2B marketing is no longer just about chasing leads and closing deals. It’s about creating unforgettable experiences that resonate long after the pitch. In this episode, Tom Stein, CEO and Founder of Stein, reveals the transformative strategies high-achieving B2B businesses are deploying to dominate their markets. You’ll discover why investing in creativity, unifying brand and demand, and focusing on customer experience are critical to massive revenue growth. Plus, hear about the groundbreaking documentary Everybody's Business and its mission to elevate B2B marketing on the main stage at Cannes. That’s right! We’re going Hollywood in this episode!Tune in to learn how you can leave a trillion dollars of enterprise value on the table – or join the ranks of leaders who seize it. In this episode, you’ll learn:How investing in creativity can significantly elevate your B2B brand and lead to increased revenue. And we back that up with successful case studies and examples of real-world impact.Why unifying brand and demand teams can result in a 200% increase in marketing-generated revenue.The importance of incrementality testing to justify budget allocation towards brand investment. Find out how top companies have effectively used this strategy to drive growth.Jump into the conversation:07:43 Unexpected festival experience solidifies B2B relevance.15:24 Mimi Turner promotes simple, creative strategies for B2B.16:17 LinkedIn event showcased power of brand demand.21:04 BDX creates dynamic omnichannel brand experiences.23:15 Top B2B brands leaving $1 trillion value.29:32 B2B not just business-to-business anymore.External Resources:New BDX Playbook - Unifying Brand and Demand - https://www.steinias.com/original-thinking/news/new-bdx-playbook-unifying-brand-and-demand/Everybody's Business Documentary - https://www.youtube.com/watch?v=pDXZ5pJ6Ka0

Jacco van der Kooij, founder of Winning by Design, brings his expertise in intelligent growth strategies to the forefront. He challenges the outdated growth-at-all-costs mentality, advocating for sustainable practices that prioritize recurring impact for customers. The discussion delves into essential customer targeting metrics, the evolving dynamics of SaaS sales influenced by AI, and the need for sales professionals to adapt to informed buyers. Jacco emphasizes the importance of creating value-driven interactions to foster genuine relationships in a rapidly changing landscape.

Christine Polewarczyk, SVP of Product Marketing and Research at PathFactory, shares her expertise on data-driven content marketing. She discusses revolutionizing your content strategy through intelligent operations and AI insights. Learn about the critical importance of content metadata and the four phases of content lifecycle management. Christine also emphasizes the need for tracking engagement data to refine personalization and improve business outcomes. Her roadmap reveals how adapting to technology can give you a competitive edge in the marketing landscape.

Bryan Bayless, VP of Revenue Center of Excellence at Gong, shares AI strategies for revenue growth. Topics include leveraging data for sales messaging accuracy, establishing a Center of Excellence for uniform data utilization, and using AI to automate tasks for revenue growth.

Aaron Ross, author of 'Predictable Revenue,' discusses evolving outbound strategies, specialization in sales, and the importance of trust and authenticity in driving sustainable revenue. He emphasizes embracing the unknown, entrepreneurship mindset, and standing out amidst competition and AI challenges.

AI isn't just a buzzword. It's a game-changer that can revolutionize how your sales and marketing teams operate.In this powerhouse episode, Randy Littleson, CMO of Salesloft, unveils how AI is reshaping the landscape of revenue generation. From transitioning to a multi-product company to integrating cutting-edge technology without sacrificing user experience, Randy lays down precisely how Salesloft thinks about AI. Randy also delves into the human aspect, emphasizing the importance of transparent communication—a lesson he learned during various mergers and acquisitions. especially during mergers and acquisitions, and the need for patience and vision during transformation processes. His real-life anecdotes stressing the need for patience and vision during moments of transformation are a goldmine for any high-achieving revenue leader.Get ready to elevate your revenue game and be inspired by proven strategies that redefine what’s possible in sales and marketing. In this episode, you’ll learn:How embracing AI as a collaborative tool can elevate sales and marketing efforts, automate mundane tasks, and drive predictable revenue performance.Why transparent communication and integration planning are crucial for successful mergers and acquisitions.The importance of cultivating patience and maintaining a long-term vision while navigating new business opportunities.Jump into the conversation:10:33 Drift becomes a Salesloft product.13:24 Effective communication and transparency ensure consistent messaging.18:15 Collaboration is critical for ongoing campaign success.26:38 Leveraging AI to streamline and prioritize tasks.

Andela CMO Kelly Wenzel discusses revitalizing a neglected website, aligning sales and marketing, and building trust. She emphasizes the importance of clear visions, teamwork, and transparency to achieve extraordinary results amidst challenging tech landscapes and economic pressures.

Join Anthony Kennada, Founder of Audience Plus, as he discusses why B2B brands should transform into media brands. Topics include leveraging first-party data for personalized content, mastering video production, and the benefits of treating B2B brands as media companies. Learn how to enhance subscriber engagement, overcome CMS challenges, and make efficient marketing investments for deeper customer connections.

Your Ideal Customer Profile (ICP) is not a static list handed down from your sales team—it's a dynamic, data-driven roadmap to revenue domination.Join hosts Saima Rashid and Adam Kaiser as they unpack the intricacies of implementing an ICP that aligns marketing and sales, garners actionable insights, and drives substantial results.In this episode, you'll learn how companies that review their ICP regularly outmaneuver those that don't. Get ready to harness the power of technographics, buying patterns, and data analytics to pinpoint your true target customers.By the end of this conversation, you'll be armed with the knowledge to transform your ICP into a revenue-generating machine. In this episode, you’ll learn: Understand the critical differences between Ideal Customer Profile (ICP) and Total Addressable Market (TAM). TAM covers who you could sell to, ICP zeroes in on who you should be selling to for optimal success.Discover the steps necessary to create a strong, data-driven ICP with input from cross-functional teams, including sales, marketing, finance, and product. Learn how to maintain a dynamic ICP that evolves with market trends, product changes, and customer behaviors.Things to listen for:06:06 How marketing can act as a steward of your pipeline.10:55 How to craft a dynamic ICP. 17:31 Analyze inbound data to improve your overall marketing strategy.22:56 How to generate pipeline and revenue from ICP accounts.

Gabrielle Blackwell, Senior manager for sales development at Lattice, discusses the evolving landscape of outbound sales development, emphasizing the importance of clarity in strategy, supporting the entire sales team, and the role of AI technology in streamlining sales processes. She shares insights on relationship-building, strategic thinking, and the human element in sales leadership, resonating with sales development professionals.