Rai Cornell (Founder & CEO, Cornell Content Marketing) on how to get 90% pre-sold buyers using psychology-driven marketing. Rai advised against using manipulative tactics and emphasizes the power of long-form content to attract and engage audiences. She also discussed common pitfalls to avoid, the role of humor in building rapport, and the importance of prioritizing long-term content success over short-term revenue gains.

Dan Balcauski (Principal Consultant, Product Tranquility) on how customer segmentation directly influences B2B pricing strategies. Dan did a deep dive into the value cascade, which includes use value, exchange value, perceived value, and willingness to pay.

Becky Lawlor (Head of Content and Research, Redpoint) on how to discover what content drives B2B buyers to act. Becky emphasizes the importance of original research-based content in B2B marketing. She also outlined the key pitfalls to avoid, revealed which content formats are valued by buyers, and offered some practical tips on conducting interviews and crafting customer stories.

Aya Saad (CEO, Vivian Agency) on how B2B companies can effectively utilize affiliate and influencer programs to propel growth. Aya highlighted what she believes the “untapped opportunities” are for B2B, and outline some of the key do’s and don’ts for successful affiliate and influencer marketing.

Laurier Mandin (President & CEO, Graphos Product) on how small B2B marketing teams can outperform larger competitors. Laurier highlighted how having a deep understanding of customer needs and developing a solid go-to-market strategy can lead to success. He also mentioned key pitfalls to avoid and provided actionable advice for validating a business, product, or service idea without a massive research budget.

Pete Fairburn (Co-Founder, Morphsites) on how B2B marketing teams can optimize their measurement strategies for better results. Pete highlights common pitfalls to avoid, the importance of tracking the entire lead lifecycle, and how to analyze data to act on valuable insights. He also elaborates on the critical need for collaboration between marketing and sales teams, leveraging AI for task automation, and creating a continuous feedback loop to improve campaigns.

Host Christian Klepp summarizes the B2B marketing highlights of 2024. He discusses the different B2B marketing categories, talks about the guests, and provides tips on what the audience would find useful in each episode.

Wes Bush (Founder, ProductLed) on how to create a winning B2B product strategy. Wes explained why he believes product-led growth (PLG) is only half the story, and what pitfalls product marketers should avoid. He also elaborated on the need for a solid system, growth process, and lean team.

Elzie Flenard III (Founder & CEO, Podcast Town) on how B2B companies can build strong communities for growth. Elzie advised against quick, superficial, and transactional efforts and emphasized the need for intentionality, understanding the audience, and building trust. He also discussed the key pitfalls to avoid and provided examples of how communities can help B2B companies become authorities in their niche.

Eisha Armstrong (Executive Chairman & Co-Founder, Vecteris) on how to effectively promote productized B2B services for maximum impact. She explained why the successful commercialization of productized offerings are much more than marketing campaign and training sellers. She also highlighted the main pitfalls to avoid, what the biggest obstacles are when companies productize, and how they can get to revenue faster and more efficiently.