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B2B Growth

B2B Growth is a podcast dedicated to helping B2B marketing leaders achieve explosive growth. Each episode features an interview with a B2B marketing executive or thought leader, discussing topics like: B2B marketing strategy, account-based marketing (ABM), content marketing, marketing technology (MarTech), B2B strategic partnerships, aligning marketing with sales, social media, content creation and promotion, leadership, buyer personas, agile marketing, and more.
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B2B Growth
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May 24, 2019

In this episode we talk to Amanda Riva, CEO at THP.


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May 24, 2019

In this episode we talk to Jeff Benanto, at Everbridge.


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May 23, 2019

In this episode we talk to Brett Trainor, Principal in the Industries Practice at Point B.

  1. Conduct Customer Experience Analysis: Ask recent customers that bought and went through the on-boarding process to describe the overall experience from first engagement through delivery. The key is talk to them live and not through email or web surveys. You can use a 3rd party to conduct the interviews or a neutral internal resource.

  2. Conduct Won/Loss Analysis: Interview new customers that recently bought from you and prospects that didn’t buy from you and find out why. You may be surprised at the reasons that they did. The real insights lie in the reasons why your prospects did NOT buy.

  3. Perform a Gap Analysis: Apply the learnings from the analysis against your current state process, messaging and experience and understand where the gaps are. Build a plan to address the gaps and align better with your customer and their expectations.

  4. Prioritize and Execute: Depending on the size and maturity of your organization there may be minor corrections, or you may have to make fundamental changes. The important thing is to take the first step.


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May 23, 2019

In this episode of the #CX series, Ethan Beute speaks with Steve Pacinelli, CMO at BombBomb and co-author of Rehumanize Your Business, about focusing on your audiences as customers, clarifying your message, and exploring shared belief.


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May 22, 2019

In this episode we talk to David Webb, Co-Founder & CEO at BrightMove.

David shares 3 specific ways to improve the applicant experiences for job applicants:

  1. Make your applications mobile-friendly

  2. Incorporate an easy way to text applicants through the interview & hiring process

  3. Make applications shorter & easier to complete (i.e. automated options for parsing a resume or their LinkedIn job history)

Other topics we discuss in today's episode:

Why you should write job descriptions during the 'quiet' times when you're not filling an empty position.

How to think about your hiring funnel like marketers approach their marketing funnels, with 'deal' stages & 'conversion' points


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May 22, 2019

In this episode we talk to Sangram Vajre, Chief Evangelist and Co-Founder of Terminus, and Host of The FlipMyFunnel Podcast.


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May 21, 2019

In this episode we talk to Jobina Gonsalves, Vice President of HR at TÜV SÜD Americas.


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May 21, 2019

In the third episode of the #B2BWebsites series, Eric Sharp, the Founder at ProtoFuse, Inc., shares 9 ways that your new website could blow your budget.

Either there’s “Not Enough”, something was “Unplanned”, or there were “Too Many”.

If you're about to embark on a website redesign, in the middle of one, or know one is coming someday — these tips will help you keep the project on track without blowing your marketing budget.


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May 20, 2019

In this episode we talk to Martin Gontovnikas, VP of Marketing and Growth at Auth0.

His friends call him "Gonto" and here's what he shared about applying product principles to marketing:

1) There's no silver bullet. Never trust the people who says "Facebook Ads always works". It's all around understanding people's habits. I do that through qualitative interviews for the target persona.

2) It's all about experimentation. Define short experiments, validate them, learn from the failures and double down on successes.

3) You can do User Testing or User Research for your marketing campaigns before building them out. The most expensive thing you can do is build. Therefore, we try to only build and work on campaigns that will work.


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May 20, 2019

Join our guest host Samantha Stone, Founder and CMO at The Marketing Advisory Network as she talks trust, privacy and regulation with author William Ammerman, Executive VP of Digital Media at Engaged Media LLC..

Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning makes its bookshelf debut in June, and it couldn't come soon enough.


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May 20, 2019

In this episode of the #NewPodcast series, Keri shares part of the very first episode of Qa Talks with Pradeep Govindasamy, CTO & President at Cigniti Technologies.

Check out the new show in your favorite podcast player:

iTunes

Stitcher

Spotify

Google Play

SoundCloud


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May 19, 2019

In this episode we talk to Chad Sanderson, Managing Partner at ValueSelling Associates & host of The B2B Revenue Executive Experience podcast.


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May 18, 2019

In this 3rd episode of the #Agency series, Drew McLellan shares about Agency owners who want to deliver the best possible project to their clients, because you (and your team) take pride in your work.

Often, trying to create the Mona Lisa causes a strain when it comes to billing.

But far too often in agencies, we do $12k worth of work on a project that we originally signed at $10k.

Why? To Drew, it all comes down to accurate estimating.

Drew dives in to share how agency owners can accurately estimate their work so they can create sustainable, scalable, and sellable businesses.

To learn more about Drew's work at Agency Management Institute, go here.


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May 18, 2019

In this episode we talk to Bryan Smith, Owner & President at Bluetrain.

Bryan breaks down the daunting task of setting up & managing the analytics & reporting on your website into 3 manageable steps:

1. Start with Planning

A) Discovery: do a proper Discovery, understand the current state, what is needed for tracking, what are any existing website goals, any existing setup that needs sustained.

B) Measurement Plan: next create a measurement framework offline before touching any tools. Plan everything that will be tracked and the naming conventions for how things will be labelled and organized in reporting.
-- thing about all valuable events (actions), all conversion goals
-- can visually map out for extra clarity
-- review with internal stakeholders, ensure naming conventions make sense

C) Select Analytics Toolset
- this will likely be based upon reporting objectives/needs, existing website technology, pre-existing analytics installs, what software it needs to speak with/connect with, and of course budget.
- the most common/popular analytics toolset is Google Tag Manager and Google Analytics. Tag Manager used for implementing site analytics, event tracking, and ad tracking tags. --- basically it’s used to deploy (snippets of code or tracking pixels) without having to touch the code of the website each time.
- Highly recommend adding a dashboard reporting tool to the toolset, the Google offering is Google Data Studio - a dashboard and reporting tool that is easy to use, customize.

2. Setup Analytics & Reporting Dashboards

A) Analytics
- now begin tracking setup - often starting first on GTM, in regard to implementing all new tagging and adjusting any existing that was being kept.
- Next configuring Google Analytics, typically:
-- Added new GA views, to allow for customization
-- Added Filters, such as ensure internal traffic is separated
-- Setup all Conversion Goals to track important Outcomes on the website (key downloads, form completions, email clicks)

B) Reporting
- Can use Google Analytics dashboards but often find quickly that are too limited, limited number of widgets on a dashboard, limited columns of data, could not add custom data (ex. weather)
-- GA dashboards also came across too technical, less visual, less based on answering questions

  • Data Studio Reports:
    -- Allowed ability to bring in custom data into reporting, Were much more visual and flexible with data layout, Data Studio allowed to merge external data (including social platforms, call tracking)

3. Ongoing Analytics

One of the most important takeaways of the analytics process we have seen is to not stop after the Setup. To continue with an ongoing monthly rhythm of reporting, analyzing and generating insights.
- continue to evolve reporting, integrate new data that matters
- internal stakeholders will need educated, will get more value down the road once everyone is understanding the metrics at a higher level
- consistency of looking at data to enable continual improvement (ex. did ad campaigns actually meet goals, what to change ex. landing pg). Also helps identify issues sooner and get fixed.

Overall - commit to better tracking/reporting - value and allocate sufficient time to plan, implement and utilize ongoing. Making this ongoing commitment will allow you to see the true value of analytics and impact making business decisions.


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May 17, 2019

In this episode we talk to Daniel Codella, Senior Content Marketing Manager at Wrike.

What are some psychological triggers that B2B can use and what are some ways to use them? Check out this episode, where Daniel shares 5 specific triggers that drive emotional buying decisions, even in B2B.


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May 16, 2019

In this episode of the #CX series, Ethan Beute speaks with Randy Frisch, CMO, Co-Founder, and President at Uberflip, about how to serve our customers more effectively not just through more content, but through better content experiences.


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May 16, 2019

In this episode we talk to Renee Miller, President & Creative Director at Miller Group Marketing.

Check out some of the creative campaigns Renee & Logan discuss in this episode:

MailChimp's ad on the Serial podcast:

https://qz.com/298094/how-mailchimps-irresistible-serial-ad-became-the-years-biggest-marketing-win/

Owl Labs #WhataHoot Video Series:

https://youtu.be/u0eNmnvZFMM

More on the "Balance the Equation" campaign from GE here:

https://www.fastcompany.com/3067995/ge-wants-to-double-the-number-of-women-working-in-science-and-technology-by-2020


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May 15, 2019

In this episode we talk to Brian Sowards, Enterprise Go-to-Market Strategist at The Muse.

In Part 2 of a 2 part conversation with Brian, he shares:

The second half of 4 specific prospecting & deal management tactics that Brian has used to generate amazing results.

3) Give each functional area their piece of the puzzle, equip champion to sell internally

4) Content-Based Networking (i.e. LinkedIn content & podcast interviews)
Why introverts can dominate in B2B sales

If you missed it, check out yesterday's episode where Brian shared, the first 2 of 4 specific prospecting & deal management tactics that Brian has used to generate amazing results:

  • How to do personalized outreach effectively

  • Setting yourself up to be referred down & referencing other names in the buyer's organization that may be involved in the buying process

Here's a template you can use to execute this same strategy: <Google Doc link>

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May 15, 2019

In this episode we talk to Joe Vignolo, Sr. Content Managing Editor at Outreachand Host of The Sales Engagement Podcast.


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May 14, 2019

In this episode we talk to Brian Sowards, Enterprise Go-to-Market Strategist at The Muse.

In Part 1 of a 2 part conversation with Brian, he shares:

Why introverts can dominate in B2B sales

The first 2 of 4 specific prospecting & deal management tactics that Brian has used to generate amazing results:

1) Personalized outreach done effectively

2) Setting yourself up to be referred down & referencing other names in the buyer's organization that may be involved in the buying process

Here's a template you can use to execute this same strategy: <Google Doc link>

Check out tomorrow's episode where we continue the conversation with Brian & discuss 2 other effective selling strategies:

3) Give each functional area their piece of the puzzle, equip champion to sell internally

4) Content-Based Networking (i.e. LinkedIn content & podcast interviews)


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May 14, 2019

In the second episode of the #B2BWebsites series, Eric Sharp, the Founder at ProtoFuse, outlines how B2B websites convert visitors into leads by mastering 5 things: Qualified Traffic, Great UX, Unique & Valuable Content, Calls-to-action, Data (and the use of it).

Master these 5 things and watch the leads come pouring in!


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May 13, 2019

In this episode Samantha Stone talks to Chris Penn, Co-Founder and Chief Innovator at Trust Insights where they explore the role of data visualization and our new imperative to team back up with IT.

It seems every MarTech vendor is labeling their product "AI" so how does the average business leader make sense of it all?


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May 13, 2019

In this episode we talk to Carl Tsukahara Chief Marketing Officer at Optimizely


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May 12, 2019

In this episode, Gaetano DiNardi, Director of Demand Generation at Nextiva, chats with Moran Altarac, COO at Metadata.io about the current state of Lead Generation.


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You can find this interview, and many more, by subscribing to the B2B Growth Show on iTunes. If you don't use iTunes, you can listen to every episode by clicking here.

May 12, 2019

In this episode we talk to Ed Eppley, Owner at The Eppley Group & the author of Let's Be Clear: Six Disciplines of Focused Management Pros.


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