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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Now displaying: July, 2016
Jul 31, 2016

What’s your plan for managing big data once you buy it?

List companies aren’t going to ship you something that’s ready to drop into one-to-one emails, because they don’t know your business that well.

So what do you do with this huge hunk of data? You must understand the different marketing routes to take, and how to execute each with precision.

In this episode, Rick Holmes, Founder of Every Market Media, walks us through the three ways sales teams can utilize email marketing data.

Jul 30, 2016

We all see how websites have become saturated with advertisements.

So much so, that people’s minds have been trained to glaze over online ads.

So what’s an advertiser to do?

In this episode, Jeremy Carlin, VP of Business Development for JetPack, explains non-standard display advertising and how to create quality ad and user experiences across different devices.

Jul 29, 2016

The voice of your customers packs a punch in your sales cycle.

Their voice is required early with case studies and quotes, and later with peer-to-peer phone calls before the close. How are you harnessing this powerful voice?

In this episode, Jim Mooney, Founder and CEO of RO Innovation, shares examples of customer reference management and how to leverage the voice of the customer.

Jul 28, 2016

You might think you are a master at sales automation, but there are always areas to improve.

What systems do you have in place? How are your platforms communicating with one another? Do you fully understand the pros and cons of the sales automation tools you use?

In this episode, Keith Hanson, CEO of Twin Engine Labs, cracks the surface and breaks down 5 ways to automate every area of your business.

Jul 27, 2016

You know the saying: different strokes for different folks?

The same concept applies to delivering feedback to your sales reps. The problem is, most CRMs are missing this crucial sales analytics metric.

Reps grow at different speeds in different areas, but the goal is to always grow up and to the right together. So how do you collect data and personalize feedback at scale?

In this episode, Duncan Lennox, Co-founder and CEO at Qstream, talks about how you can improve sales rep productivity and performance at scale.

Jul 26, 2016

Once you have your customer’s attention, what is their buyer experience?

Are you maximizing the experience to make it easier on them, to grow the relationships, or to further the connection with them? If you’re only communicating on an as-need basis, what’s separating you from your competition?

In this episode, Matt Ruedlinger, President of Triple R Marketing, gives us a deeper understanding of how to create an indispensible signature experience.

Jul 25, 2016

The best brands are built from the inside out.

A lot of the times we focus on how we communicate to the marketplace, not realizing how strongly our internal systems correlate with our external brand.

In this episode, Bill Gullan, President of Finch Brands, shares a 5-step process to build a B2B brand from the inside out.

Jul 24, 2016

Are your potential clients excited about your product?

With a killer demand generation strategy, they will be.

Demand generation is ultimately all of your marketing efforts in a nutshell. With a data-driven strategy, you can spend less energy hunting down leads, and more time helping people discover and accept your product on their own.

In this episode, Kevin Knox, CMO at PowerDMS, talks about the 3-part demand generation strategy he uses to track how potential leads progress from being mildly interested in the product to actively entering the sales funnel.

Jul 23, 2016

Your brand’s story is an essential selling point that might be falling by the wayside.

Not only do you need to clearly define what you’re selling, but you need to express why you’re selling it. Connecting your brand communication strategy to the problems your client is where deals close.

In this episode, Jen Grisanti, story career consultant at Jen Grisanti Consultancy, Inc and writing instructor at NBC, talks about the elements of a brand’s story and how to use that story to drive sales.

Jul 22, 2016

What does competitive barbecuing have to do with B2B sales?

Not much in literal terms; however, as a metaphor for how to make your business stand out and maintain customer loyalty, there’s a lot to be learned.

In this episode, Nate Kontny, CEO of Highrise, explains how a quote about barbecue made him re-evaluate which elements are most important for maintaining B2B customer loyalty.

Jul 21, 2016

You know the value of your product, and you know exactly what type of client could use it, right?

But what if nearly all potential clients tell you that your product is interesting, but not right for them?

If you keep running into dead ends marketing your product, it’s time to rethink how well you know what your product market fit.

In this episode, Dave Byman, VP of Sales for LabelInsight, explains how he stopped banging his head against the wall and started figuring out the actual market fit for his product.

Jul 20, 2016

The #1 reason people leave their jobs is because they don’t like their bosses.

Of course, the reasons why people don’t like their bosses could be limitless, but generally it boils down to this unfortunate reality: there is a lack of emotionally intelligent leadership.

By improving in this area, not only can you ensure that your employees will want to continue working for you, but you can also increase their productivity.

In this episode, Dana Oliver, author of Mantra Leadership and Mantra Design, explains what it means to be an emotionally intelligent leader and offers tips on how to grow in that area.

Jul 19, 2016

Over the course of the last 10 years, we’ve seen the current generation of sales and marketing leaders rightfully think that software will help with their jobs.

But software is no silver bullet. You have to approach the issue with eyes wide open.

The day your sales spreadsheet breaks, that’s the day you go looking for a CRM solution. Yet, if you don't know what you’re doing, software won’t help you.

In this episode, JP Werlin, Co-Founder & CEO of Pipeline Deals, talks about why technology won’t solve your sales problem.

Jul 18, 2016

In order to start connecting your creative and your analytics, you have to first create a connected infrastructure.

Look at current clients, at the characteristics from your CRM, and push that data into a platform like LinkedIn and find look-alike profiles. Then come up with a targeting plan to drive in that traffic that you’re looking for.

In this episode, Sebastian Jespersen, Founder & CEO of Vertic, covers this and more as he explains how to connect your creative with your analytics.

Jul 17, 2016

The sales multiplier effect is simple: how do you take one person and make them as effective as a thousand?

If you’re not hiring based on a salesperson’s black book, you should hire on energy, enthusiasm, hunger, and passion. You can teach a salesperson how to take a warm prospect and close the sale. You can’t teach someone enthusiasm and passion.

In this episode, Robert Cross, Co Founder & VP of Sales and Marketing at Pro Services Corporation, talks about the sales multiplier effect and why you should rethink the way you build your sales team.

Jul 16, 2016

There are certain things that people prefer to talk about over the phone (life insurance, etc.).

Call attribution allows you to treat calls as a conversion, a time to optimize spends. Phone leads convert 10-15 times better than web leads.

In this episode, Brendan Jackson, Director of Marketing at Dialog Tech, talks about call attribution and how it can support your marketing effort while driving sales.

Jul 15, 2016

On the first call that THEY PLACE TO YOU, what should you ask?

10 questions—no more, no less.

In this episode, Jason Swenk, CEO of, talks about the 10 questions that you need to be asking on your first sales call.

Jul 14, 2016

For a field sales rep, geography can be the biggest challenge. How do you make sure you get in front of the right people, at the right time, without running yourself ragged in the process?

Roughly ⅓ of industries do their best when a field rep can get in front of a customer in person (dentist, doctor, tire store, textiles, etc.). Regardless of the technology that exists, the field sales rep will always be necessary.

In this episode, Steven Benson, CEO at  Badger Maps, talks about the difference in needs of field sales reps versus inside sales reps.

Jul 13, 2016

The experience that your customer has—that’s your brand. It’s not what you say it is; it’s not what you think it is. It’s what your customer experiences.

One of the foundational questions your company must ask and have an answer to is simply, “Who are we, and why do we matter? Why does the world need us, and what do we have to offer that is different from anybody else in the marketplace?”

In this episode, Alder Yarrow, Chief Experience Officer at  Cibo, talks about how to build a roadmap for your customer’s experience. This particular conversation is about a start-up that Cibo worked with and invested in, Income&.

Jul 12, 2016

As your buying group grows to more and more people, the likelihood of purchase drops as much as 50%. There is clearly a huge opportunity to increase likelihood of purchase and close rates, if we can just break the buying dysfunction.

Only 28% of account executives who sell B2B know how to effectively drive agreement in buying groups.

Marketers generally think of their role as being responsible for delivering individual qualified leads over to the account executives or sales team, but if this is all you’re doing, you’re not doing your job. What if you could discover and engage other parties in the buying group before handing it over to the sales team?

In this episode, Garin Hess, VP of sales at  Consensus, talks about how to solve group-buying disfunction.

Jul 11, 2016

How can you help your sales team understand the importance of getting data into your CRM?

How many calls to schedule a meeting? How many meetings to make a sale?

These numbers are crucial for every sales rep. Know your numbers, know your pipeline, and let marketing take over.

In this episode, Drew Woodcock, VP of sales at ChowNow, shares with us how you can motivate your sales team to understand the importance of getting data into your CRM.

Jul 10, 2016

Your salespeople don’t care how many clicks your email gets. Their metric is the amount of people who follow through on those clicks.

Are your meetings leading to more sales? If not, then it’s time to look at a different metric that can move the needle for your business.

In this episode, Brandon Bruce, CEO & Co-Founder of Cirrus Insight, talks about CRM adoption and how you can bring Salesforce to your inbox.

Jul 9, 2016

The effectiveness of your sales team to drive revenue determines if everything else in your business will be successful.

It’s easier to keep track of the status of your sales team and what needs to be tackled next by using the Five F’s: Field, Focus, Fundamentals, Forecast, and Fun.

By keeping these categories in mind as a sales leader, you can see where your team is working well and where things need to be improved.

In this episode, Todd Caponi, Senior VP of Sales at PowerReviews, talks about how he uses these five categories to create scalable growth in the sales organization at PowerReviews.

Jul 8, 2016

Sales can often feel like tossing messages in bottles to your audience and hoping they respond to you instead of your competitors.

What’s a sales teams to do? Enter in collaborate selling. Collaborative selling gives you the competitive advantage you’ve been looking for, allows you to take control of the process, and gets prospects invested in your product.

By working closely with your prospect early, you have a better chance of getting them on board and shutting out the competition.

In this episode, Matt Tortora, VP of Sales at Goby, explains collaborative selling and why you should be using it in your business ASAP.

Jul 7, 2016

Your sales reps spend time on things every day that do not generate revenue.

The solution? Sales process automation.

When it comes to automation, you might be asking yourself, “Is there a problem?” and “Do we really need to automate this?” The answer is yes.

In this episode, David Hood, CEO at VanillaSoft, unpacks three problem areas in your sales system and how to automate them.

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