B2B Business Class

Crafting a positive company culture is not something that just happens overnight.

If you take away money and you’re left scratching your head to define your business culture, then was there any in the first place?

It’s time to take care of planning your company’s culture playbook.

And it starts from the top down.

That’s why we’re thrilled to be joined by Gaby Grinberg, CEO (Chief Experience Officer) of Proofpoint Marketing. After taking a terrible life experience and channeling it into the positive culture at Proofpoint, Gaby shares how others can do the same.

In this episode, we delve into the essentials of a healthy B2B culture.

Join us as we discuss:

• [11:34] Proofpoint’s culture guidebook

• [17:19] When life throws you a curveball

• [33:05] Protecting your company culture from a-holes
  

Check out these resources we mentioned during the podcast:

• Proofpoint’s 5-step hiring process

• The Proofpoint culture guide book

Help your B2B career take off.  Find B2B Business Class on Apple Podcasts, Spotify, or wherever you get your podcasts.

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If people in the B2B space want to create a presence and own a space, they should consider being active on LinkedIn.

Now more than ever, the social media platform has evolved into an ecosystem that enables content creators to not only create insightful content but also actively build a community.

For Walter Gainer II">Walter Gainer II, LinkedIn has been much more than just a social media platform: It has helped him to amplify his message about creating better content and advocating for diversity and inclusion to a global audience.

How can people get started on LinkedIn? How can they keep the broader global audience in mind when producing content?

Join us on this latest flight as Walter shares his experience with us and leaves you with actionable tips as well as incredible anecdotes.

Join us as we discuss:

- What the LinkedIn Creator Accelerator Program is about [05:30]

- Why Walter looks at social media and marketing like a video game [14:18]

- How LinkedIn and businesses can be more inclusive [25:00]

Check out these resources we mentioned during the podcast:

- Urban One, Inc.">Urban One, Inc.

- Boss Locks Podcast">Boss Locks Podcast

Help your B2B Career Take off.  Find B2B Business Class on Apple Podcasts">Apple Podcasts, Spotify">Spotify, or wherever you get your podcasts. 

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Many in the B2B marketing space tend to overlook the strategic importance of telling a good story.

As tempting as it can be, it’s best to avoid focusing too much on product features or services.

It should be more about connecting with companies, addressing some important questions or challenges that your target audience has, and bringing a logical approach to the story.

How can B2B marketers tell better stories? How can they find those crucial insights and make the customer the hero of the story?

Join us as we take flight with Chris Rapozo">Chris Rapozo to discuss how B2B marketers can leverage storytelling to build trust and relationships. During our flight, Chris talks about the different types of storytelling and gives us some actionable tips to help bridge the trust gap.

Join us as we discuss:

- How B2B marketers can tell better stories [01:18]

- How to successfully navigate storytelling for B2B [04:42]

- The difference between B2B and enterprise storytelling [07:13]

- How a good content management system can help a B2B business [12:21]

Check out these resources we mentioned during the podcast:

- Hannon Hill">Hannon Hill

- Education Marketing Leader Podcast">Education Marketing Leader Podcast

Help your B2B Career Take off.  Find B2B Business Class on Apple Podcasts">Apple Podcasts, Spotify">Spotify, or wherever you get your podcasts.

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Trying to be everything and selling to everyone is a path that any business should avoid at all costs.

In fact, the more you are able to niche down and be an authority in your space, the more successful you will be.

It’s also about being vulnerable, practicing empathy, and creating trust with your expertise so that you can build relationships effectively.

How can B2B marketers do this?

How can they nail that niche?

How can AI enable them to do their work more efficiently with the same resources?

Join us as we take off with Bart Caylor">Bart Caylor to talk about how B2B marketers can scale better by identifying that niche to focus on. During our flight, Bart provides some actionable B2B marketing advice, shares his predictions for LinkedIn, and talks to us about how to get it right in B2B content marketing.

Join us as we discuss:

- Actionable B2B marketing advice [02:51]

- How to become an authority in your space [10:15]

- Predictions for the LinkedIn creator economy in 2024 [14:39]

- What B2B content techniques work and don’t work [21:02]

Check out these resources we mentioned during the podcast:

- Caylor Solutions">Caylor Solutions

- The Higher Ed Marketer Podcast">The Higher Ed Marketer Podcast

To hear this interview and many more like it, subscribe on Apple Podcasts">Apple Podcasts, Spotify">Spotify, or our website, or search for B2B Business Class in your favorite podcast player. 

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“Integrated marketing communications” has become a big buzzphrase among B2B agencies.

They tout themselves as jacks of every marketing channel and masters of all. But my guest Christian Klepp">Christian Klepp, Owner of EINBLICK Consulting">EINBLICK Consulting, has one word of advice for anyone considering their services — run.  

Christian explains why IMC agencies tend to overpromise and underdeliver and how his international experiences taught him that linguistics is just the first step to hurdling cultural business barriers.

Join us as we discuss:

- How a passion for linguistics opens business doors (4:53)

- The “integrated marketing communications” dilemma (19:39)

- Avoiding the AI-generated content marketing pitfall (25:53)

Check out these resources we mentioned during the podcast:

B2B Marketers on a Mission">B2B Marketers on a Mission

To hear this interview and many more like it, subscribe on Apple Podcasts">Apple Podcasts, Spotify">Spotify, or our website, or search for B2B Business Class in your favorite podcast player.

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B2B marketing is an entirely different beast compared to closing a sale with your average consumer. Sure, brand storytelling and awareness matter, but when it comes right down to it, B2B mediums like podcasting are about building relationships.

And when it comes to relationships, Jackie Aubel">Jackie Aubel, Senior Content Marketing Manager at ServiceTitan"> ServiceTitan, knows a thing or two. Not only has she hosted over 200 podcast episodes, including ServiceTitan’s Toolbox for the Trades">Toolbox for the Trades, but she’s also a mental health advocate with a Master’s in Marriage and Family Therapy.

If you’re questioning how behavioral science ties into business relationships, the answer might surprise you…

Join us as we discuss:

- How Covid helped fuel ServiceTitan’s content machine (7:24)

- Pros and cons of audio versus visual B2B marketing mediums (15:47)

- The keys to success in B2B marketing and sales (27:10)

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This episode was not brought to you by ChatGPT.

Everybody’s buzzing about how generative AI will impact the workforce. But James Robert Lay">James Robert Lay, CEO of the Digital Growth Institute"> Digital Growth Institute, thinks the absence of human experience is what gives AI content its artificial flavor.

It’s passing on our experience that creates real value for people. And as James Robert said, if you focus on creating value for others first, the cash will start flowing.

Tune in to our premiere episode to hear the best-selling author’s takes on mastering the business mindset and guiding the entrepreneurs of tomorrow.

Join us as we discuss:

- (4:30) Entrepreneurial lessons learned as a former punk rock frontman 

- (14:28) Why creating value for others is about more than feel-good stories 

- (25:11) If AI technology is the gateway to commoditized knowledge

- Banking on Digital Growth">Banking on Digital Growth by James Robert Lay

- Rich Dad Poor Dad">Rich Dad Poor Dad by Robert T. Kiyosaki

- Strategic Coach">Strategic Coach with Dan Sullivan

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Coming this Summer.  Join us for not only the takeoff of your B2B journey, but an experience that will elevate your success and career.

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