B2B Marketers on a Mission

Building, fostering, and nurturing high-value client relationships and focusing on recurring revenue are approaches that will take your B2B organization to the next level. But how can organizations adapt and leverage customer success (CS) in a strategic way amidst a changing landscape? On this week’s episode, CS expert Walter Zepeda (Co-Founder, Scalefront) discusses the importance of creating high-value client relationships, the components of a successful CS approach, as well as trends that are shaping the future of CS.

Managing and building B2B marketing teams that are motivated, engaged, and deliver good results are crucial in any organization, but this comes with a different set of challenges when that team is remote and working almost entirely online. In this week’s episode, we talk to marketing expert Briannah Fisher (Marketing Director, Moola Inc.) about how she has addressed these challenges and what it takes to build a strong remote marketing team. She also discusses the importance of having the right systems and processes in place, why checking in with team members regularly is crucial, and how embracing and implementing the right digital tools is vital to ensure efficiency.

It’s a topic that is being discussed frequently in the B2B marketing space: automation. Although there are many factors that speak in favor of it, there are still many who are using it in a very generic and intrusive “spray and pray” fashion. As a result, platforms like LinkedIn have taken measures to impede this approach. On this week’s episode, we talk to SaaS expert Stefan Smulders (CEO & Founder, Expandi) on how he teaches people to use automation in a way that is personalized, builds authentic relationships, and enables B2B businesses to improve their professional outreach at scale.

As organizations across different B2B sectors continue to rapidly digitize, creating stronger data integrity for optimal marketing and operational output is paramount to success. In this week’s conversation, we sit down with Verl Allen (CEO, Claravine) to discuss the different aspects of the data integrity spectrum: What causes databases and datasets to become fragmented, how data can deliver effective ROI for brands, his tips on creating better data integrity, and how data can be used to break silos within organizations.

Satisfied customers and renewals are but a few objectives that are paramount to any B2B organization's success. These cannot be achieved without the right customer success (CS) approach in place. On this week’s episode, we have an engaging conversation with CS expert Wally Thiessen (Customer Success Leader and Member of the Board, Toronto CXPA) about the importance of CS within organizations, how data can be leveraged to optimize CS, and what the components of a successful CS approach are. Wally also talks about how sales and customer success alignment creates much-needed synergy, and how organizations should address the challenges that they are currently facing with CS.

Suppose you could take the guesswork out of your B2B content marketing? What if there was a way to create content that will help generate outcomes? On this week’s episode, we talk to marketing expert Jeff Coyle (Co-Founder and Chief Strategy Officer, MarketMuse) about how artificial intelligence (AI) can be leveraged to break silos and be a “great unifier” within large B2B organization, especially when it comes to content and communication. Jeff also talks about how an AI-powered approach can be used to understand the behavior of the target audience, create predictability in marketing, and deliver better results for B2B organizations.

Creating podcasts for B2B tech is challenging, and the work doesn’t stop when you launch the first episode. In this week’s conversation, we sit down with podcasting expert Justin Brown (Co-Founder, Motion) who talks to us about the importance of repurposing the podcast into premium audio, video, as well as written content. Justin also elaborates on why he believes this approach builds credibility and trust, the dangers of “pod fade”, whether you should monetize your podcast, and why you need to pay attention to the way your audience consumes content.

Account-based marketing (ABM) is not just good B2B marketing – it transcends one function or department. On this week’s episode, we talk to ABM champion Declan Mulkeen (CMO, strategicabm) about how ABM can help to unify marketing, sales, and other functions within the organization to do the impossible to enable sales to win accounts, and why you should use a “strategy first” instead of a “technology first” approach. He also explains why he believes ABM can’t be done for any type of account, and how you should get close to sales as well as start small when you’re rolling out initiatives.

Developing the right content for the right audience across the right channels is a crucial component in content marketing for B2B. But how you get your content to work for you to generate positive results? In this episode, we talk to content expert Tom Whatley (Founder & CEO, Grizzle) about how you can generate demand as well as organic growth using B2B content. During our conversation, Tom explains the importance of understanding your target audience and how conducting the relevant market research will help you to generate insights to develop relevant content. He also elaborates on why it’s crucial to avoid using outdated online tactics and leverage different content formats in your marketing initiatives.

In an increasingly competitive online space, you need to have a B2B website that doesn’t confuse potential clients, and instead gives them a great user experience that would lead to conversions. On this week’s episode, we talk to website expert Sam Moss (Co-Founder, 1ClickAgency) about what makes a great and effective B2B website, what marketers can do to improve conversions, and what some of the most recent design trends are. Sam also talks about the importance of keeping it simple while standing out and why it’s imperative to understand your target audience before you develop content and invest in SEO.