B2B Nation

In this episode of B2B Nation, we’re talking to Dana Freker Doody about growing online communities, measuring their effectiveness, and what her journey from journalism to B2B marketing taught her along the way.

Dana Freker Doody is the VP, Marketing and Communications, at Juno, an online platform that helps turn an audience into a community.

In this episode of B2B Nation, we talk to Valerie Smyk, chief revenue officer of Kangaroo Rewards, about how businesses of all sizes and industries can use loyalty and rewards to grow their business.

We’ll be discussing how loyalty programs can help your business improve brand affinity, increase average deal size, incentivize customer referrals, and more.

Episode Guide

2:00: How difficult is it to start and maintain a loyalty program?

In this episode of B2B Nation, we talk to Tucker Stoffers of Divvy about how his team markets its fintech solutions and how B2B marketing for people in finance roles differs from tech roles.

Episode Guide

2:40: The challenges and opportunities of marketing in the B2B space.

The “Great Resignation” has everyone talking about career goals, skills development, and job opportunities. With so many people moving around within industries or moving from one career path to another, there’s a lot of demand for skills training, which, like everything else these days, is increasingly taking place online.

Brian Finnerty is the VP of Marketing at Udacity, a company that focuses on skills development and talent transformation. We talked to Brian about what he thinks are the essential skills required to succeed in B2B marketing today. The transformation of marketing over the past decade means today the discipline includes roles for soft skills like creativity, hard skills like data analytics, and people skills.

We’re also going to discuss the pros and cons of marketing in a space that has everyone talking right now, the marketing lessons of the past year, and his view of in-person and virtual events moving forward.

Episode Guide

2:30: Does the worldwide focus on the job market and careers create challenges for Brian’s team to cut through the noise?

4:51: What are the essential skills required to succeed in B2B marketing today?

9:17: The most underrated skill in marketing today is…

11:56: How long does Brian think “The Great Resignation” lasts?

15:30: What happens next with in-person and virtual events?

19:50: What marketing lesson did Brian learn in the past year?

20:42: “It’s the story, not the channel that determines your success.”

21:14: What is the tool Brian can’t live without?

In this episode of B2B Nation, Nathan Burke, CMO of cybersecurity vendor Axonius, shares with us the five ways he thinks B2B lead generation has changed in the past decade, what his company is doing to keep pace with the changes, his marketing challenges, and more.

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In this episode of B2B Nation, we explore the experiences of women in the technology industry with Jamie Porter, senior director of marketing at MNJ Technologies. We’ll discuss Jamie’s experience in the tech sector and how she works to help other women achieve success as well.

Among the topics we cover are coaching and mentorship as well as the roles women in tech seem to actively seek out versus the roles they are guided into taking.

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In this episode of B2B Nation, we’re talking to Eric Dates, Director of Growth Marketing at Ncontracts, about how marketers can influence the dark funnel and dark social conversations, coming to grips with not being able to see and measure everything we do, the impact of LinkedIn on the B2B marketing community, and more.

Episode Guide

1:26: Messaging for complex topics in a world of text skimmers and soundbites.

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James Stanton is the Vice President of Marketing at Empyrean, an HR tech vendor. For James, moving beyond the MQL means looking at prospects through the lens of “opportunities,” which sounds a lot more aligned with how B2B works but does present some challenges of its own.

In this episode of B2B Nation, we’re talking to James about MQLs, his company’s experience outsourcing practically all of its digital marketing functions, and more.

Episode Guide

3:09: Is this the year marketers drop MQLs, and what’s the replacement?

4:17: “In this humble marketer's opinion, the MQL is dead. It’s done.”

4:41: What metric will James be watching if not the MQL?

8:30: Tips for explaining plans to ditch the MQL to your leadership.

11:45: The challenges of moving from MQLs to demand units and opportunities.

14:52: How and why James is outsourcing Empyrean’s digital marketing functions.

22:40: What is James excited about in the business world in 2022?

27:00: What is James’ take on in-person events?

29:15: What is James’ favorite tool?

In this episode of B2B Nation, we talk to David Melendrez, an account manager at AMD, who manages the relationship between AMD and one of its biggest and most strategic partners: Dell. David’s job at AMD is to make sure the Dell team has all of the knowledge and tools it needs to grow market share and nurture the relationship between the companies.

In our discussion, we talked about the unique nature of working with a single client, how two very large organizations cooperate to market and sell their products, and David’s journey to a front-row seat for one of the biggest turnarounds in tech history.

Episode Guide

3:20: Even with one customer, making new contacts is critical to success.

5:00: What types of conversations does David lead with his customers at Dell?

9:10: David’s unorthodox journey to his role at AMD.

11:44: What is the most important skill for managing a large, complex relationship like the one between AMD and Dell?

13:31: How do AMD and Dell work together to market Dell products with AMD technology?

17:31: What is David’s favorite tool?

In this episode of B2B Nation, we’re talking to Wayne Bulsiewicz of Simplus, an Infosys company that helps its customers get more out of their Salesforce deployments. Wayne and the Simplus team are growing their content strategy by creating marketing Centers of Excellence around the specific industries that Simplus targets. 

Episode Guide

2:03: How do you define “experiential marketing,” and how does Simplus use it?

4:30: How does Simplus measure the results of its content marketing experience?

8:45: What Simplus does to help customers maximize their Salesforce investment.

11:05: How the “centers of excellence” approach helps Simplus overcome its marketing challenges.

13:59: What should companies look for when staffing a center of excellence?

16:15: How does the Simplus sales team align with its centers of excellence?

17:10: What gets Wayne excited about marketing and business in 2022?

21:20: Why is Wayne so high on email and newsletters?

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