B2B Marketers on a Mission

B2B Marketers on a Mission

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B2B Marketers on a Mission episodes

  • Ep. 93: How to Fix The B2B Event Attribution Gap
    What do you get when you combine B2B events returning to in-person along with better, smarter, and more advanced technology? You have a greater opportunity to fix the event attribution gap, chances to engage your audience, and many other ways to leverage the different parts of this burgeoning ecosystem.
    Join us in this week’s conversation with events expert Jonathan Kazarian (Founder & CEO, Accelevents), who talks to us about how B2B marketers can fix the event attribution gap. Jonathan also talks about what mistakes to avoid, how the events industry has evolved, the importance of using personalization in your event follow-up, why first-party data is so crucial, as well as which key metrics and major trends to focus on.
    31 min
  • Ep. 92: How to Write B2B Content that Converts and Builds Relationships
    Traditionally, B2B content had a reputation for being dull, mundane, and full of industry jargon. Times have changed, and now more than ever, it’s important to inject some emotion, personality, and a high degree of relatability into the content that you develop.

    Join us as we dig deep and have a thought-provoking conversation with B2B marketing expert Kathryn Strachen (Founder, Copy House) about developing content that builds relationships and converts prospects. During our discussion, Kathryn talks about how B2B content has changed, some mistakes to avoid, why creating customer avatars and conducting research is important, what metrics to focus on, and why you need both quantity and quality to succeed.
    46 min
  • Ep. 92: How to Write B2B Content that Converts and Builds Relationships
    Traditionally, B2B content had a reputation for being dull, mundane, and full of industry jargon. Times have changed, and now more than ever, it’s important to inject some emotion, personality, and a high degree of relatability into the content that you develop.
    Join us as we dig deep and have a thought-provoking conversation with B2B marketing expert Kathryn Strachen (Founder, Copy House) about developing content that builds relationships and converts prospects. During our discussion, Kathryn talks about how B2B content has changed, some mistakes to avoid, why creating customer avatars and conducting research is important, what metrics to focus on, and why you need both quantity and quality to succeed.
    46 min
  • Ep. 91: How to Develop B2B Brand Strategies that “WOW!”
    When it comes to the world of B2B tech, it’s important to distinguish between a go-to-market (GTM) and a communications strategy. In order to succeed, you must do the groundwork first to define the WHY and what the main innovation of your product is going to deliver to the market.
    Join us this week as we dive deep into a conversation on these topics with B2B GTM expert Karin Samoylova (Global Product Communications Manager, Digital Portfolio in Robotics - ABB). During our conversation, Karin talks about the differences between a GTM and a communications strategy, the components of each strategy, and what mistakes to avoid. She also discusses the importance of conducting the relevant market research, why storytelling is paramount, and what metrics to focus on.
    43 min
  • Ep. 90: How To Develop the Right GTM and Communications Strategy for Growth
    When it comes to the world of B2B tech, it’s important to distinguish between a go-to-market (GTM) and a communications strategy. In order to succeed, you must do the groundwork first to define the WHY and what the main innovation of your product is going to deliver to the market.
    Join us this week as we dive deep into a conversation on these topics with B2B GTM expert Karin Samoylova (Global Product Communications Manager, Digital Portfolio in Robotics - ABB). During our conversation, Karin talks about the differences between a GTM and a communications strategy, the components of each strategy, and what mistakes to avoid. She also discusses the importance of conducting the relevant market research, why storytelling is paramount, and what metrics to focus on.
    43 min
  • Ep. 89: How Communications Can Play a Strategic Role in B2B Organizations
    It’s a function that in many cases tends to be either overlooked, taken for granted, or treated as “out of sight, out of mind”. Now more than ever, communications play such a crucial role within B2B organizations in a way that brings employees together and creates alignment.
    Join us in this week’s conversation with Guerlyne Guercy (Communications Manager – People & Communities, Cisco) as we discuss the vital role that communications professionals play within an organization. Guerlyne discusses her perspectives on how communications has changed, what mistakes to avoid, the importance of conducting research and having the right strategy, how to deal with internal pushback, and what metrics to focus on.
    45 min
  • Ep. 88: How to Improve Customer Success Through Proactive Engagement

    How to Improve Customer Success Through Proactive Engagement

    The goal of every customer success (CS) team is to ensure that you drive value for your customers over time and help them to get the most out of your product. How can CS teams think ahead, help their customers to succeed, and avoid churn?

    In this week’s episode, we have an engaging conversation with seasoned CS expert Mark Stagi (VP of Customer Success, Avoma) about why proactive engagement should be the top priority for CS teams across the board. Mark also discusses the mistakes to avoid, the importance of using a “strategy first” approach, what metrics CS teams should be paying attention to, and what steps they can take to be more proactive with accounts.

    Topics discussed in this episode:

    • Mark explains why proactive engagement should be a top priority for CS. [1:37]
    • Some of the common mistakes and misconceptions around proactive engagement in CS, and how to address them. [6:55]
      • Putting in tools and technology too early
      • Generic outreach that’s not adding value
      • Not asking questions about the who, why and what
    • Mark shares a story of how he turned a situation around where customers were planning to churn - and what he learned from it. [12:25]
    • Mark shares some steps that CS teams can take right now as part of their proactive engagement and the quick wins. [27:46]
      • Map out the customer journeys (including those outside the CS scope)
      • Understand what value means to customers
      • Get to know every different persona within the company
    • Some metrics that CS teams should pay attention to when it comes to proactive engagement. [35:59]

    Companies & links mentioned in this episode:

    • Mark Stagi on LinkedIn
    • Avoma
    46 min
  • Ep. 87: How to Improve Customer Success with Metrics that Matter - Firaas Rashid
    When it comes to customer success (CS), many professionals tend to immediately focus on net promoter scores (NPS). While that may have been effective in the past, the customer and business landscape have changed, so CS practitioners need to adapt accordingly.
    In this week’s episode, we have an engaging conversation with CS expert Firaas Rashid (Founder & CEO, Hook) about what he believes are other customer success metrics that truly matter. Firaas also talks about the mistakes to avoid, the importance of getting input from customers who are engaged and disengaged, how teams can improve on CS, and what metrics they should be focusing on.
    41 min
  • Ep. 86: How AI Can Be Leveraged in B2B Marketing - Christian Klepp
    It’s one of those “trending terms” that we often see these days: AI in B2B marketing. When leveraged the right way, AI can help to increase efficiency, improve performance, take over mundane tasks, and enable marketers and their sales counterparts to analyze data, generate the relevant insights, help in the lead pre-qualification process, and more.
    Join us as Christian Klepp (Co-Founder/Director of Client Engagement, EINBLICK Consulting Inc.) releases his first solo recording, where he discusses how AI can be utilized in B2B marketing. Christian talks about the benefits of using AI in marketing, what tools to use, what marketers should consider before investing in AI, and highlights situations where AI and automation should not be used. He also elaborates on the importance of having a strategy for using AI in marketing and how AI impacts other facets of B2B industries.
    20 min
  • Ep. 85: How B2B Marketers Can Deliver More Business Impact - Interview w/ Mark Stouse
    It goes without saying – marketers need a voice at the table of the organization. To have that voice, they need to be able to show that what they’re doing is creating true value for the organization’s business. What are some steps that B2B marketers can take to prove that what they’re doing is making an impact?
    In this week’s episode, we have an in-depth conversation with Mark Stouse (Chairman & CEO, Proof Analytics) about what he believes the greatest enemy of a CMO is. Mark also elaborates on why it’s important for marketers to understand how their organization generates revenue, how their efforts should impact sales, what mistakes to avoid, and how marketers can measure the results of their initiatives to highlight the impact that they’re making on the business.
    44 min

About B2B Marketers on a Mission

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On this podcast, we’re on a mission – to change and disrupt the way people think about B2B marketing one insightful conversation at a time. Get inspiration from interviews with B2B marketers and…