B2B Sales and Marketing #FriTalks

By IBD Consulting

Welcome to the B2B Sales and Marketing #FriTalks hosted by Andrejs Juscenko and Rolands Ozolins. On this podcast, you will get insights, best practices and anecdotes right from sales and marketing lea... more

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FAQs about B2B Sales and Marketing #FriTalks:

How many episodes does B2B Sales and Marketing #FriTalks have?

The podcast currently has 58 episodes available.

B2B Sales and Marketing #FriTalks episodes:

February 28, 2022 18. Taking customers from recognizing the problem to demanding the solution
In this episode, we have Vedran Soloja joining us to talk about what it takes to make prospective buyers not only recognize the problem but also take a step further and act on solving it.

Vedran is Senior Marketing Communications Manager at Microsoft, responsible for demand generation for security and productivity solutions in Central and Eastern Europe.

During the conversation, we dig deeper into the following topics on positioning and selling solutions like security to small and mid-size businesses (SMB):

• Why do businesses prefer keeping the status "quo" even if the threat or problem is obvious
• How can marketing help activate "dormant" prospects to act
• What marketing programs should be considered for creating demand if you are selling solutions like security
• What channels are most appropriate for the CEE region
...more
35min
February 14, 2022 17. Managing sales at growing tech company
Any marketing is worth only as much as its ability to support the company’s sales. Therefore, strong alignment between marketing and sales is critical to benefit from a modern marketing approach.

In this episode of #FriTalks, we look at modern marketing from the perspective of sales.

Our guest is a multiple award-winning sales expert, trainer, and author of two books Vigants Lesausks.

Vigants has over 20 years of practical sales experience in large international companies (IBM, Microsoft, Ericsson) and startups.
Currently, he is an active sales team lead in the industrial lighting area, mentor for multiple fast-growing startups, trainer, and investor.

We discuss the following topics:
- What sales team usually expects from the marketing
- How to improve collaboration between the two
- What tech companies need to do to scale sales
- And how to manage complexity generated from increased sales activity
...more
35min
January 31, 2022 16. How to set your company's LinkedIn strategy for success
LinkedIn indeed is the best place to meet and engage B2B audience, but how to build a solid ground for your brand on the platform and make your marketing efforts profitable?

For this #FriTalks episode, we invited Ketrina Ozola, Linkedin marketing strategy manager at Httpool, to discuss key building blocks of a successful LinkedIn strategy for Tech companies.

In the episode we talk about:
- Best practices for LinkedIn company page
- Ways for building the audience with the help of organic and paid activities
- Right mix of different campaign stages like Awareness, Engagement and Lead Generation in your strategy
- Dos and Don'ts based on real-life experience from the Tech sector
...more
35min
January 17, 202215. B2B Marketing in 2022
In this episode first, of #FriTalks in 2022, we look at the latest developments in B2B marketing and, together with guest experts, discuss a strategic approach to growing business in 2022.
In particular, we discuss the following priorities:
Sales and Marketing Alignment

Lead generation vs. building trust and creating demand

Adoption of martech stack
...more
39min
December 12, 2021 14. Building a partner channel: key principles and best-practices.
In this episode, we welcome back Gints Mednis, a very experienced partner channel manager with a track record of building Sonarworks' global partner channel from scratch.

Not every company needs a partner channel, but a partner channel can be one of the best ways to scale their business for those who do. In this episode, we discuss:

- How to evaluate if you need a partner channel at all?
- How to select prospective partners?
- How to structure partner offer: what to give and what to ask?
- How the partner recruitment pipeline looks like?
- And finally, what to do if a partner fails to meet the business goals
...more
33min
November 29, 2021 13. Measure or not to measure? Top sales and marketing KPIs to look after.
There are tons of different KPIs on the marketing and the sales side. And it can easily occupy most of your time and resources to measure and report on them. But what exactly does it make sense to measure and why?

In this FriTalk, we discuss the most important KPIs to monitor at different sales and marketing pipeline stages. We also talk about how even minor changes in the performance of one element can influence the success of the overall efforts. And how to build a truly meaningful approach to pipeline planning and performance management.
...more
32min
November 15, 2021 12. Marketing and Selling to Enterprises (Microsoft expirience)
Our guest is Evgeniya Chernetskaya, CMO at Microsoft, responsible for marketing execution in 24 countries of Central and Eastern Europe and we discuss marketing and sales approach in the enterprise space.

During our conversation, we discussed the following topics:

• How marketing and sales are different in Enterprise vs SMB
• Can the sales team alone be successful?
• Pre-requisites for fruitful cooperation between marketing and sales. How to set it for success?
• Practical aspects of Account-based planning and execution
• Lead management and hand-off process between marketing and sales teams
• How to measure marketing impact on enterprise deals and how to keep both teams accountable?
...more
35min
November 01, 202111. Maslow's pyramid for SaaS. How to understand your place in need's chain?
An average company pays for 137 SaaSes, and this number is growing by 30% annually. So a new one replaces something, something built on, something new bought to solve new problems - and this process is similar to how a person climbs up Maslow's pyramid.

In this episode, we discuss the concept with Andrey Burlutskiy, Head of Marketing at Master of Code Global.
We try to figure out how SaaS companies can find their place in the needs pyramid of their potential clients and what is needed for that, including:
how to understand the landscape of your target customers

what defines the UVP and how to make it work on different levels of the Organisational pyramid

the role of the customer journey, looking beyond the sales

and many more
Listen to our full discussion!
...more
34min
October 18, 202110. Building the audience in social media for B2B companies.
In this episode we continue the discussion with Olga Bakanova about building social media marketing for B2B companies, we will discuss the approach B2B companies should consider for building the audience.

In particular, we talk about:
can we trust recommendations coming from media channels

how to determine which channels are right for your activities

what insights we can get from social media to better understand the audience

role of the community and how is it different from followers

is organic reach enough and where paid (or boosting) should be used
...more
37min
October 04, 2021 9. How to make social media marketing right for B2B companies.
This time, we invited Olga Bakanova to discuss the role of Social Media in business development and understand how to make it a truly effective part of the overall marketing execution.

Olga had an integral role in the Microsoft marketing strategy and led the social media hub, focusing on 33 countries from Central Europe Europe to CIS. She is eager to share her strong IT marketing experience in B2B with profound expertise in social media marketing, in what she describes as “her continuous passion for marketing”. Just recently, Olga has joined Adifo Software as a Growth Marketing Manager to accelerate the growth of the SaaS company on a global scale.
During the episode, we discussed:
• What is social media marketing (SMM) from a B2B perspective
• What are the main benefits of using social media in B2B
• How is it different in a global enterprise vs a small-medium size company
• How to find and engage your audience if you are not a global brand
...more
36min

FAQs about B2B Sales and Marketing #FriTalks:

How many episodes does B2B Sales and Marketing #FriTalks have?

The podcast currently has 58 episodes available.