Info

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.
RSS Feed
B2B Growth
2019
February
January


2018
December
November
October
September
August
July
June
May
April
March
February
January


2017
December
November
October
September
August
July
June
May
April
March
February
January


2016
December
November
October
September
August
July
June
May
April
March
February
January


All Episodes
Archives
Now displaying: February, 2019
Feb 22, 2019

In this episode we talk to Henrik Becker, Marketing Director at Net-Results.

Henrik shares the common issues in the marketing automation buying process and shares his tips on how to go into sales conversations better equipped for success:

  1. Marketing Automation Software - Massive Amounts of Organizational Change

  2. Common problems buyers face: large time investments, clunky learning process, integration issues and lack of customer support

  3. Tips to Be Better Equipped: talk to existing customers, press vendors about their on-boarding process, require a free trial

  4. The Importance of Creating Buy-In with all the Stakeholders/Departments

Connect with Henrik on LinkedIn: https://www.linkedin.com/in/henrikbecker1984/

Feb 21, 2019

In this episode we talk to Travis Chappell, Founder and Host of Build Your Network.

Travis shares how to generate free traffic from your Facebook profile to your website or landing pages:

  1. How to use Facebook's free features and audience numbers to your advantage

  2. How to Optimize your Facebook Profile/Page

  3. How to Utilize Groups to Generate Traffic

  4. The Importance of Adding Value with Your Posts in Facebook Groups

Connect with Travis on Instagram: https://www.instagram.com/travischappell/

Feb 20, 2019

In this episode we talk to Sam Tarell, CEO at Hoop Brothers.

Sam shares about the importance of focusing on the human elements in your business:

  1. The importance of focusing on the humans inside of our business processes

  2. How to Focus on Humans in order to Change Company Culture

  3. How Leadership vs Management creates more Opportunity

  4. Balancing Empathy with Authority in Business Leadership

  5. Using Empathy to Create Valuable Long-term Relationships

Connect with Sam on Twitter: https://twitter.com/SamTarell

Feb 19, 2019

In this episode we talk to David Shearer, VP Marketing at Looker.

David shares 4 steps to developing a fantastic customer experience, including:

  1. Don't abandon early adopters

  2. Consider establishing a Department of Customer Love

  3. Don't ignore internal company culture

  4. Recognize consumer expectations of B2B buyers

Connect with David on Twitter: https://twitter.com/mrshearer

Feb 18, 2019

In this episode we talk to Paul Teshima, Co-Founder & CEO of Nudge.ai, previously part of the co-founding team at Eloqua.

For more reading on this topic, check out: https://www.salesforce.com/quotable/articles/building-sales-relationships/

Feb 17, 2019

In this episode we talk to Leo Giel, Chief Revenue Officer at YouAppi.

Leo shares specific things to keep in mind when developing creative assets for video campaigns including:

  • Duration

  • Segmentation

  • Hiring the right team

  • Getting very particular about the details

  • Lead with value in the message

  • Refreshing your creative assets regularly

Click here to connect with this guest on LinkedIn.

Feb 16, 2019

In this episode we talk to Michael Yaroshefsky, Founder & CEO at RocketVisor. His friends simply call him Yarrow.

Michael (AKA Yarrow) shares:

The importance of having a strategy that is consistently executed

What are team's doing today to create repeatable sales processes?

The common gap between sales strategy & sales technology

The difference between what he describes as Level 1, 2 & 3 Sales organizations.

Click here to connect with this guest on LinkedIn.

Feb 15, 2019

In this episode we talk to Jonathan Bolton, Senior Vice President of Operations at BombBomb.

JB shares:

  1. This sucks: humans are not face to face, which is not a good customer or employee experience. We are lonely. Humans are lonely because we are relational creatures.

  2. Video can help: You get face, voice, personality & non-verbal queues.

  3. How BombBomb is seeing results for video in CS: time to resolution, better one-touch resolution

  4. Some of the best personal video examples

Click here to connect with this guest on LinkedIn.

Feb 14, 2019

In this episode we talk to Doug Kessler, Creative Director & Co-Founder of Velocity Partners.

Doug shares:

1) Why you have to remember that a name isn't everything

2) What should possibly be on your list as non-negotiable for a good B2B company name?

For instance...

  • easily pronounced when read
  • easily spelled when heard
  • must not imply the wrong thing
  • domain name available
  • avoid existing vendor names

3) How do you remove subjectivity from the process

4) How do you actually start generating names?

Resource to check out: Onym, https://onym.co/

Check out the blog post that goes into even more detail:

https://velocitypartners.com/blog/renaming-a-b2b-brand-lessons-learned/

Click here to connect with this guest on LinkedIn.

Feb 13, 2019

In this episode of the #categorycreation series, John Rougeux interviews Bill Macaitis, who held the CMO and CRO roles at Salesforce, Zendesk, and Slack.

Feb 13, 2019

In this episode we talk to Michelle Tillis Lederman, CEO & Founder of Executive Essentials. She is Forbes Top 25 Networking Experts, author of 4 books, has been featured (CBS, MSNBC, Wall Street Journal, NPR & New York Times) & the author of The Connector’s Advantage: 7 Mindsets to Grow Your Influence and Impact.

Michelle shares:

Why did you want to write this book?

Why be a connector?

The 7 levels of connectors & how to determine what type you are.

The 7 mindsets of successful connectors

The Connector's Advantage: http://theconnectorsadvantage.com

Follow up with Michelle or find a copy of the new book here:

Social Media:

Website: http://www.michelletillislederman.com/

Blog: http://www.michelletillislederman.com/blog/

Facebook: https://www.facebook.com/MichelleTillisLederman

LinkedIn: http://www.linkedin.com/in/communicationexpertspeaker

Twitter: https://twitter.com/mtlederman

YouTube: http://www.youtube.com/user/MichelleLederman

Instagram: https://www.instagram.com/mtlederman/

Click here to connect with this guest on LinkedIn.

Feb 12, 2019

In this episode we talk to Anne Gherini, VP of Marketing & Partnerships at Affinity.

Check out the whitepaper that Anne mentions here:

https://www.affinity.co/whitepaper-grow-your-network

Anne shares:

What is an open network?

The importance of an open network

Why open networks drive sales success

Why super-connectors succeed

  • They recognize that relationships are asymmetrical
  • They have a holistic understanding of their team's network
  • They understand the long game
  • They exhibit high levels of emotional intelligence

Check out the book that Anne recommends in this episode here:

Give and Take: Why Helping Others Drives Our Success by Adam Grant

Click here to connect with this guest on LinkedIn.

Feb 11, 2019

In this episode we talk to Andrew Stanten, President at Altitude Marketing.

Check out Andrew's recent blog post on this topic for some extra reading:

https://altitudemarketing.com/blog/5-b2b-marketing-trends-2019/

Click here to connect with this guest on LinkedIn.

Feb 10, 2019

In this episode, James shares how the leadership team at Sweet Fish recently overhauled their core values.

To check out the book that James references in this episode (The Advantage by Patrick Lencioni), click here:

https://www.amazon.com/Advantage-Organizational-Health-Everything-Business/dp/0470941529/ref=sr_1_1?keywords=the+advantage+patrick+lencioni&qid=1549574667&sr=8-1

Feb 9, 2019

In this episode we talk to Sangram Vajre, Chief Evangelist and Co-Founder at Terminus. Also known as "The Accidental Evangelist," Sangram is also the host of the daily #FlipMyFunnel podcast.

Sangram shares how one customer is running 500 1:1 ABM campaigns & their plans for ABM 2.0.

He share tactical ways teams can approach measuring the effectiveness of their ABM efforts:

1) Sales & Marketing both have to be involved in account selection

2) A formula for creating leveled tiers of accounts, including opportunities for quick-wins

3) Look for expansion opportunities within current accounts & chances to reuse plays from new customer acquisition efforts

Check out the article on the Terminus blog for more info (and a template for reporting on your ABM funnel):

https://terminus.com/blog/how-to-measure-abm-funnel-template-b2b-marketers/

Click here to connect with this guest on LinkedIn.

Feb 8, 2019

In this episode we talk to Sangram Vajre, Chief Evangelist and Co-Founder at Terminus. Also know as "The Accidental Evangelist," Sangram is also the host of the daily #FlipMyFunnel podcast.

Sangram shares his perspective on Marketing as a function being defined by Sales.

He shares the impact a Single Scorecard, shared between Sales & Marketing, has had on the #OneTeam mindset within the Terminus culture.

Check out Sangram's recent LinkedIn post on this topic (and the feedback from his network there):

https://www.linkedin.com/feed/update/urn:li:activity:6487819423297134592

Click here to connect with this guest on LinkedIn.

Feb 6, 2019

In this episode we talk to Jon Miller, CEO & Co-Founder at Engagio.

Jon shares:

  • Why ABM is here to stay (and why it's not a fad)

  • What have we learned about ABM in the last 3-5 years

  • What does the future of ABM/B2B marketing look like in the next 3-5 years?

  • How can organizations get up and running with ABM

Check out the 2nd edition of the ABM Guide: engagio.com/guide

Click here to connect with this guest on LinkedIn.

Feb 5, 2019

In this episode (part 2 of 2) we talk to Lauren Vaccarello, former VP Marketing & Customer Engagement at Box & Co-Host of the Marketing Trends podcast.

Lauren shares lessons in account selection from Box's pilot ABM program, as well as creative ways to work with Field Marketing to get sales reps in front of more decision makers at target accounts.

Check out Lauren's slide deck on the ABM effort her team executed at Box & what they learned here:

https://app.box.com/s/6g25djw34zk77z3tfx62e8qxdwt19n8r

Click here to connect with this guest on LinkedIn.

Feb 4, 2019

In this episode (part 1 of 2) we talk to Lauren Vaccarello, former VP Marketing & Customer Engagement at Box & Co-Host of the Marketing Trends podcast.

Lauren breaks down 3 clear & measurable goals they defined at Box when starting their ABM program:

1) Provide Account Intelligence

2) Drive Awareness & Engagement

3) Help Sales Land & Expand

Check out Lauren's slide deck on the ABM effort her team executed at Box & what they learned here:

https://app.box.com/s/6g25djw34zk77z3tfx62e8qxdwt19n8r

Click here to connect with this guest on LinkedIn.

1