Jim is a true B2B expert, from his background as senior media executive, to years of leadership at Ziff Davis B2B Global. Now founder of a strategic advisory practice, he joins True Influence CEO Brian Giese to talk about leadership during crisis.

With Guest Jim Riesenbach:

Strategic Advisor to Digital Media and Technology Companies | Global CEO & Operating Exec | Board Director

This is part of our "Back to Business" Series hosted by True Influence's CEO, Brian Giese.

Listen to this episode to learn:

The different dimensions leaders must consider during a crisis

Why leaders must be more communicative than ever before

Why it’s important to have confidence in your company story

Learn more at trueinfluence.com/

Originally published on July 8th, 2020

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B2B marketing metrics are flawed and can send you running in the wrong direction. Engman says it’s shortsighted to attribute an entire customer journey to that last sign up. Listen as he recommends a more accurate approach. That’s especially serious now, as CMOs pause, shift and cut demand generation budgets.

With Guest Christopher Engman:

CRO/CMO Proof Analytics / Leader in AMMM / Author of “Megadeals”

Listen to this episode to learn:

How click-based attributions may lead to higher acquisition costs

Why last-touch attribution is completely flawed

How to remove the fear of making budget cuts during uncertainty

Learn more at trueinfluence.com/

Originally published on July 7th, 2020.

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Welcome to the new world of virtual selling! You’ll find no better guide than Trish Bertuzzi. She’s helped 400+ B2B tech companies drive bigger deals in bigger companies. Listen to her helpful advice for all phases of the “virtual” sales cycle from lead generation through win/loss analysis.

With Guest Trish Bertuzzi:

CEO at The Bridge Group | Author of "The Sales Development Playbook" | 2x LinkedIn Top Sales Voice

Listen to this episode to learn:

Why the keyword for 2020 will be “pivot”

Why you must think about your people first when going virtual

How to use data to study COVID-impacted markets

Learn more at trueinfluence.com/

Originally published on July 6th, 2020.

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Where are your customers now? It’s time to figure it out and make your plan, says Sonya Pelia. Hear what she’s got to say about B2B demand generation in an unsettled market and why you need to jolt your strategy.

With Guest Sonya Pelia:

B2B SaaS CMO / Startup Mentor: The Alley Tech for Good Digital Accelerator / Game Changer Award 2019

Listen to this episode to learn:

How to stay the course, figure out strategy, and pivot

What to do in demand gen when you’ve lost momentum

How to test and refresh tired nurture campaigns

Learn more at trueinfluence.com

Originally published on July 3rd, 2020.

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The pandemic expedited the shift to do marketing and sales the way we’ve long talked about, and Tyler calls it a catalyst to make us the best digital marketers and sellers we can be. Now digital can’t just be “part” of your strategy; it has to be front and center. Something as basic as “let’s book a meeting” has a new meaning and new options - and buyers like it. Here’s how to adapt.

With Guest Tyler Lessard:

Vidyard’s VP of Marketing Host of Creating Connections, Chalk Talker, Fearless 50 Marketer

Listen to this episode to learn:

What messages and information lead to creating a ready buyer

How to create self-serve buying experiences in a digital world

What Tyler sees as one of most exciting trends in events right now

Learn more at trueinfluence.com

Originally published on July 2nd, 2020

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Some call him “the media executive’s media executive,” and Tony Uphoff doesn’t disappoint. Listen as he joins True Influence CEO Brian Giese for a company town hall to talk about supply chain trends, What lies ahead for events and the digital acceleration of sales and marketing. Award-winning media and marketing executive.

This is part of our "Back to Business" Series hosted by True Influence's CEO, Brian Giese.

With Guest Tony Uphoff:

President and CEO at Thomas | College and Media Board Member | Tech Mentor | White House Guest Speaker

Listen to this episode to learn:

How COVID has accelerated trends across industries

Why companies shouldn’t rush to create virtual events, but innovate instead

How disruption took the supply chain from largely unnoticed to mainstream

Learn more at trueinfluence.com

Originally published on July 1st, 2020

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Maria specializes in making brands irresistible, and as a strategist, she focuses on how brand amplification leads to sales. In this episode, she reminds marketers that they’re selling to human beings who make decisions emotionally and justify them logically, even in the B2B space.

With Guest Maria Ross:

Founder, Red Slice Marketing and Branding; author of several best-selling books; featured on MSNBC, ABC News, NPR, Forbes.com and more.

Listen to this episode to learn:

Why brand stories need balance between emotion and logic

How a compelling story differentiates you in crowded B2B markets

How to win B2B customers for life

Learn more at https://trueinfluence.com/

Originally published on June 30th, 2020

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Hear astute observations from this business sage about how leaders can cope with an uncertain marketplace. One recommendation: use this time to study your organization for gaps or friction and take steps to correct it. Prioritize what’s most important, so you come out of this stronger.

This is part of our "Back to Business" Series hosted by True Influence's CEO, Brian Giese

With Guest K. Paul Singh

Founder & CEO at Rezon8 Capital & Advisory Group LLC

Listen to this episode to learn:

Why to focus on developing solid products in a down market

Why liquidity is so important today

Why to plan for “worst case” not “best case”

Learn more at trueinfluence.com

Originally published on June 29th, 2020

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After the first conversation with a prospect, what comes next? How do you keep a dialog going through content? Strong thought leadership with real ideas and innovation. That’s how to strike up conversations with your ideal customer profile, and Tristan is an expert at it. He also shares what led them to adopt a virtual workplace before the pandemic and how that prepared them for today’s WFH world.

With Guest Tristan Pelligrino:

Co-founder of Motion. Owner of Top Left Strategy.

Host of Tech Qualified Podcast

Listen to this episode to learn:

What strong leadership looks like today and why leaders should lean on each other.

How a virtual model broadens the talent pool and opens doors to talent and clients.

How to create genuine conversations with new contacts.

Learn more at https://trueinfluence.com/

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Did you know 90% of the world’s data was created in just the last two years? That’s one of the trends Michele talks about in this podcast. Hear her advice for making sense of all the data that’s available about channels, campaigns and engagement. Now’s the time to get personal with customers, says Michele Fitzpatrick, but instead of making it easier, data overload makes personalization overwhelming.

With Guest Michele Fitzpatrick:

Retail and Consumer Industry Strategy Consultant at Acxiom; passionate about CX Strategy, Journey Mapping and Customer Engagement.

Listen to this episode to learn:

How brand messaging has shifted during and beyond COVID.

Short refresher on the types of data available for businesses.

Why you have to double down on contextual relevance.

Learn more at https://trueinfluence.com/

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