Chris Mercer (Co-Founder, MeasurementMarketing.io) about how B2B marketers can effectively leverage data in a way that’s actionable and generates better results. During our conversation, Mercer highlights the pitfalls to avoid and walks us through the process of developing the right measurement marketing approach.

Robb Conlon (Founder, Westport Studios) on how companies can incorporate podcasts into their marketing strategy. Robb discussed why there are many untapped opportunities in B2B podcasting and which pitfalls to avoid. He also explained how to get buy-in from senior management for podcasts, the importance of understanding who your ideal listeners are, and provided actionable tips.

Jeff Coyle (Co-Founder and Chief Strategy Officer, MarketMuse) on how companies can utilize SMEs for strategic differentiation. He explains why “the rise of the SME” is already here and what pitfalls marketers should avoid. He also talks about how to get buy-in from SMEs, and how they can shed light on key insights that will be instrumental in creating the right marketing assets.

Gee Ranasinha (Founder & CEO, KEXINO) on how marketers can build trust with senior management and other business units. Gee discussed the pitfalls marketers should avoid, the importance of understanding your audience, and why it’s imperative to find those internal champions within the organization.

Naomi Soman (Founder, Storylogick Consulting) on how B2B marketers can develop the right personas to adapt the B2B messaging across the funnel. Naomi highlighted the pitfalls to avoid and how marketers can leverage customer research to create personas that are actually useful.

Joe Sweeney (Content Marketing Strategist, The Content Marketing Commute) on how B2B marketers can develop truly differentiated content. Joe highlighted the pitfalls to avoid and discussed the importance of conducting research and why B2B marketers should build relationships with subject matter experts (SMEs).

Dr. Masha Petrova (CEO, Nullspace) on how B2B marketers can market complex products to engineers. Masha talked about the pitfalls to avoid and how marketers should probe properly to extract better insights from engineers. She also talked about the importance of finding an engineer who can be the subject matter expert and advocate for the company.

Sam Dunning (Founder, Breaking B2B) about how companies should create websites for revenue, not vanity. Sam highlights the “deadly sins” of B2B websites, how to fix them, and which SEO pitfalls to avoid. He also leaves us with some actionable tips on how to build SEO from scratch for your website.

Robin Schaffer (Principal AR Consultant, Schaffer AR) on how smart B2B marketers can start conducting outreach to analysts. She talked about what relationships with analysts entail. She also elaborates on the pitfalls to avoid, the process of analyst outreach and relationship building, and how to craft the right pitch.

Joran Hofman (Founder, Reditus) on how B2B companies can help to build trust through partnerships. During our conversation, Joran discussed the pitfalls to avoid, what is needed for an effective partnership outreach, and why B2B companies should use influencers.