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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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Now displaying: November, 2018
Nov 30, 2018

In this episode we talk to Michael Haynes, B2B Customer Strategy Specialist at 2Excell Consulting & Author of Listen Innovate Grow.

Check out the trailer for the video series Michael mentions in this episode: here

Click here to connect with this guest on LinkedIn.

Nov 29, 2018

In this episode we talk to Jay Acunzo, Founder of Unthinkable Media, Keynote Speaker, Author of the new book Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work, as well as the host of the podcast Unthinkable.

Jay shares 3 psychological barriers that keep us from doing our best work:

  1. Pike Syndrome

  2. The Foraging Choice

  3. Cultural Fluency

Click here to connect with this guest on LinkedIn.

Nov 28, 2018

In this episode we hear from Eric Olsen, AVP of Marketing at Helix Education.

Eric shares:

1) How he leverages his company's podcast to unstick sales opportunities that have stalled.

2) How he repurposes a 60-90 second clip of audio from each episode into a cartoon video (that guests LOVE to share!).

3) How he uses Alyce.com to send personalized gifts to each guest that he features on the podcast.

Nov 28, 2018

In this episode we talk to Barney Waters, President of K-Swiss.

Barney shares the story of K-Swiss' repositioning and the role that GaryVee played in that process. He also shares the biggest challenge of repositioning a brand and how he overcame that challenge.

Click here to connect with this guest on LinkedIn.

Nov 27, 2018

In this episode in the #categorycreation series, John interviews Stu Heinecke, who's known as a Wall Street Journal cartoonist, a Hall of Fame-nominated marketer, and the best-selling author of "How To Get A Meeting with Anyone".

Stu shares:

1) What Contact Marketing is

2) How Stu gave Contact Marketing its name

3) Why naming a category has helped Stu evangelize this practice and be seen as its leader

4) Advice for anyone seeking to name a category themselves

Nov 27, 2018

In this episode we talk to Dan Murdoch, Head Of Global Marketing at Harri.

Dan breaks down a formula called The Harmony Alogrithm, a weighted average of perfectly balanced leading indicators to allow sales & marketing teams to engage with the right person, at the right company, at the right time to optimize outbound and inbound efforts.

He shares the 3 elements that should be used instead of traditional, one-dimensional lead scoring & how to weight them in a new lead scoring model:

  1. Brand Engagement
  2. Account Fit
  3. Contactability

Check out Dan's blog post on the topic for even more details:

https://dan-murdoch.com/2017/04/13/the-harmony-algorithm-solving-for-the-next-best-lead/

Click here to connect with this guest on LinkedIn.

Nov 24, 2018

In this episode, James & Logan share a fun story about how we took our company values off of a blog post on our website (pretty much the only place they'd been living) & put them into action with a Values Nomination process among the Sweet Fish team.

Great quote from a team member when nominating one of our Account Managers, Isabelle Marsh (November's Values Champion!):

"I have always worked remotely but have never felt this level of connection with a remote team so early on."

Nov 21, 2018

In this episode we talk to Don Bora ,Co-Founder of Eight Bit Studios.

Don shares 4 specific areas in which tech companies can address a lack of diversity, specifically the gender gap.

He discusses:

  1. Interviewing tactics and unconscious bias when sourcing talent

  2. Pay gap and how companies can address it

  3. Harassment Policies and Procedures. Having these in place in-line with company values should be a top priority for attracting top-tier diverse talent.

  4. Diverse and inclusive benefits: parental leave, flexible vacation and holiday schedule

Click here to connect with this guest on LinkedIn.

Nov 21, 2018

In this episode we hear from Lucas McCurdy, SVP of Business Relations at Coastal Reconstruction Group.

You'll hear:

1) Why Lucas and his co-host's INTENT is the true reason their content is mapping to large business opportunities.

2) How to repurpose interviews from industry conferences into video, audio, and written content.

3) How to leverage that content to nurture individual relationships with potential customers and referral partners.

4) The in-person dinner experience that Lucas and his co-host created that attracted some of their industry's most influential people.

Nov 20, 2018

In this episode, John and James talk about the why and how behind creating a formal definition for your category.

Nov 20, 2018

In this episode we talk to Todd Kunsman, Head of Marketing at EveryoneSocial.

He lays out a 3-step framework for determining your marketing priorities, especially when heading up a new team:

1. Start with the CEO (if possible) & Head of Sales

Is there a brand visibility issue or is demand gen the area that needs the most work?

2. Get to know your customers & your competitors

Where are there gaps in your competitors' marketing that you can see online. Don't stop at getting to know prospects via sales call sit-ins. Talk to Customer Success & have those conversations inform your buyer personas, as well.

3. Take extra time to research the state of your industry & your niche in the market.

It may be tempting to jump into execution too early, but determining both long-term & short-term goals very clearly in this step can help you avoid wasted time in early marketing efforts.

Click here to connect with this guest on LinkedIn.

Nov 19, 2018

In this episode we talk to a repeat guest on B2B Growth: Samantha Stone, Founder & CMO of The Marketing Advisory Network.

She is also the author of Unleash Possible & the host of the Unleash Possible Podcast.

Click here to connect with this guest on LinkedIn.

Nov 17, 2018

In this episode, James & Logan share creative ways to get guests for your podcast (and who you should be targeting).

Nov 15, 2018

In this episode we talk to Chris Savage, Co-Founder & CEO of Wistia.

Check out the blog post where Chris & Brendan share more of the back story & lessons learned from this experience in taking on debt to continue building Wistia: https://wistia.com/learn/culture/taking-on-debt-to-grow-our-own-way

Check out the episode on #SeekingWisdom that shares the way Wistia has taken emotional risks to build their brand: https://www.drift.com/blog/wistia/

Click here to connect with this guest on LinkedIn.

Nov 14, 2018

In this episode we talk to Dave Knox, Brand Builder, Digital Transformation Consultant, Public Speaker & Author of Predicting the Turn: The High Stakes Game of Business Between Startups and Blue Chips.

Dave shares from years of marketing experience across both corporate brand strategy & high-growth startups.

Check out the blog post on second-order consequences Dave mentions here: https://www.ben-evans.com/benedictevans/2017/3/20/cars-and-second-order-consequences

Click here to connect with this guest on LinkedIn.

Nov 14, 2018

In this episode we hear from Scott Ingram. Scott hosts 2 podcasts (Inspired Marketing and Sales Success Stories), but in this episode we focus on another type of content collaboration...

Books.

Scott shares how he collaborated with 19 different people to create a physical book as well as an audio book. This book collaboration was recently published and you can check out the final product here.

To hear Scott's original appearance on B2B Growth, check out episode 257 here.

Nov 13, 2018

In this episode we talk to Brian Manning, SVP & Head of Growth at PatientPing.

Brian shares 3 key elements to keep in mind as you scale your marketing team:

  1. Structure your Marketing team with Sales objectives in mind & work backward from there.

  2. Think critically about what you need in a Marketing leader. Do you need a specialist in a certain area or more of a generalist. Understand the different skill sets in specific areas of expertise you'll need: demand gen, product, content or customer marketing.

  3. Hire with the next 18 months of your organization in mind.

Click here to connect with this guest on LinkedIn.

Nov 13, 2018

In this episode, John and James talk about 3 reasons a company should NOT create a category.

Nov 10, 2018

Conversational Interviewing: How We're Building a World Class Team Using This Technique

In this episode James talks with Brittany Tovado, Director of Workforce Planning at Sweet Fish.

Brittany shares:

1) What we're trying to achieve in a job interview.

2) How to paint the whole story picture of a job candidate.

3) The conversational behavioral framework that allows us to screen best fit candidates for the roles we're hiring.

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