In today's episode of B2B marketing. Solved. Barney O’Kelly talks to Richard and Benedict about the importance of personal branding in B2B marketing.

In marketing, personal branding goes beyond the idea of influencing the public perception of an individual. It is about understanding how people can become an extension of a brand and improve the perception of their organisation by using their own brand.

Diving into the topic, we invited Barney O'Kelly, Digital Marketing Director at AlixPartners. Barney has spent more than twenty years advising business-to-business organisations on achieving successful business outcomes through marketing and communications.

His previous roles include Managing Director at Hagen Communications Ltd, Associate Contractor at Deloitte, Global Head of Communications at Freshfields Bruckhaus Deringer, and Head of Communications, Strategic and Digital at BAE Systems.

Barney is an original thinker with a broad experience in marketing strategy, digital marketing, martech, content development, and many others.

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In today's episode of B2B marketing. Solved. Mark Larwood talks to Richard and Benedict about how B2B marketers can inject creativity into the ABM process and express their unique characteristics as a brand within the parameters of ABM.

Much of the time, marketers focus on generating more and more leads. But there is an issue with that. The funnel gets narrower towards the bottom, and more than 90% of those leads never become customers.

ABM promises to fix this problem by adopting a new approach and merging marketing and sales teams. Even though ABM delivers positive results, not all marketers know how to leverage it creatively to get the most from it.

To help you, Mark shares his top insights and advice. He is an experienced director-level B2B marketing professional with a strong track record of leading successful and award-winning teams in the IT, Technology, and Payments industries.

Mark helps companies build stronger marketing foundations, establish effective strategic plans, and execute compelling, successful multi-channel campaigns that deliver strong results.

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In today's episode of B2B marketing. Solved. Matt Hooper talks to Richard and Benedict about the importance of defining your position before you do anything else in marketing and business and being clear about what you want to be famous for.

Organisations often fail to grow because they don’t get the foundational aspects of their message or positioning right. But if you want to build a thriving business, getting them perfect is essential.

But where to start and how to do it exactly? Matt Hooper, Chief Marketing Officer at Quantexa, will give us all the details and insights.

Matt is a C-Suite CMO and Customer Experience leader specialising in business growth. He has twenty-five years of senior management team enterprise software experience across marketing, corporate strategy, operations, product management, sales operations, and business development.

Before joining Quantexa, Matt held senior positions in organisations like Orange, BT Global, Hewlett Packard, and Parametric Technology (PTC).

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In today's episode of B2B marketing. Solved. Inken Kuhlmann-Rhinow talks to Richard and Benedict about effectively managing a remote, international B2B marketing team.

Thanks to its many benefits, remote work is now a trend that shows no signs of letting up, especially in the B2B marketing space. But moving to remote working isn’t as simple as you might think — you need to have the right infrastructure, resources, and people to make it work.

To understand how you can effectively transition to remote working, we invited Inken Kuhlmann-Rhinow, Marketing Director, EMEA at HubSpot, onto the show. In her nine years at HubSpot, Inken has built scalable and diverse teams on top of being a remote leader based in Germany.

Inken has strong expertise in scaling new regions, developing go-to-market plans, and driving acquisition and awareness in a customer-centric organisation.

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In today's episode of B2B marketing. Solved. Kate Owen talks to Richard and Benedict about how marketers can get the best from their marketing budgets.

Marketers constantly come up with good ideas that they want to apply to their organizations. However, most of them remain on the shelf because budgets limit a marketer's ability to implement their plans. These moments are when B2B marketers need to think outside the box and creatively escape B2B marketing budget limitations.

When talking about budgets, it’s always best to get an expert's help. For this reason, we invited Kate Owen, Chief Marketing Officer at UPP on to the podcast.

Kate worked in marketing and communications for over 20 years. She has extensive experience across all areas of marketing and communications within both B2B and B2C environments and in regional and global roles.

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In today's episode of B2B marketing. Solved. Komal Thadani talks to Richard and Benedict about the impact of a marketing tech stack and how to build one successfully.

Marketers have many fantastic tools and technologies they can apply in their daily activities. There are many resources to help you build and execute marketing campaigns, but it’s just as important to collect and analyse insights from these campaigns and their impact on your customers.

The problem is that tech stacks are not being utilised to their full potential by the marketing community today. Which is odd, considering their vast possibilities. To understand the reasons behind this, we’re welcoming Komal Thadani, Marketing Campaigns Director - EMEA at ServiceNow, to the podcast.

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In today's episode of B2B marketing. Solved. Áine Bryn talks to Richard and Benedict about how we can get sales and marketing departments working together to turn marketing into a high value business generation engine.

The marketing team doesn’t always have commercial credibility within an organisation.

Why?

Because it has always been challenging to quantify marketing's contribution to a company. There has often been rivalry between marketing and sales over who is responsible for generating revenue. But, the time has come to educate businesses about how marketing can contribute to organisational success.

• Visit alan. for more information on how you can solve your marketing problems.
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In today's episode of B2B marketing. Solved. Chris Willman talks to Richard and Benedict about account-based marketing and how B2B companies can use it successfully.

Account-based marketing (ABM) is an increasingly popular business marketing strategy for B2B companies, and while it comes with many advantages, ABM is both poorly defined and implemented within numerous B2B organizations. As a result of this, many marketers struggle with ABM and this can have negative consequences on their overall B2B marketing strategy.

Chris Willman has extensive marketing experience, which can help us understand and clearly define ABM. He has been in charge of global demand gen for many exciting B2B tech firms during his career, including CrowdStrike, Kaspersky and RSA security.

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In today's episode of B2B marketing. Solved. Darren Atkins talks to Richard and Benedict about how to tackle the gap between marketing and sales. Darren talks about how important it is to sit down with sales teams and find exactly what the customers are telling them directly, using a mixture of manual and technological techniques to integrate the two departments, and following the insight and analytical data to shape these relationships.

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In today's episode of B2B marketing. Solved. Benedict is joined by Mirelle Adebiyi, Chief Marketing Officer at Itiviti to talk about how to go about brand building, post merger and acquisition.

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