B2B Uncovered

In this episode, Paul Denham talks with Steffen Hedebrandt, CMO and Co-Founder of Dreamdata.io, about unlocking B2B buying group journeys to drive revenue faster.

B2B buying behaviour has changed in the last few years. Self-directed customer research has replaced the traditional funnel. With between six and ten people now involved in a typical buying group with an organisation, it's far from a linear progression from start to purchase decision.

So how do we better understand what is going on, how long the real customer journey is, and how do we assign values to all the touchpoints that make up the customer journey?  

Join us in this episode where all is revealed.

In this episode, Paul Denham talks with Naseef KPO, B2B Marketing Leader, Speaker and Mentor about all things ABM, in particular his experience using ABM platforms.

Naseef’s role as leader of the marketing analytics function for an enterprise-sized organisation put him at the centre of selecting, implementing and driving value from an ABM platform.

I was curious to understand what type of ABM platforms there are and the challenges around deriving value from these investments. Naseef shares his insights and opens up a bigger picture than the tactical narrow view of ABM which is all too common.

Tune in to get full value from this engaging discussion.

In this episode, Paul Denham talks with Kristina Jaramillo, President of Personal ABM. 

The topic of the conversation centres on 'personal' ABM and how it can bridge sales and marketing to close accounts that are in the 60% of the market that's stuck in the status quo, with the aim of increasing marketing's influence over revenue.

Personal ABM speaks to the people within target accounts to create a human bond. 

It goes directly to key decision-makers and influencers with insights that are specific to their gaps and impacts and content that speaks to them specifically. 

As a result, clients create a buying vision so strong that buyers pull sales, marketing and account teams through the buying process.

But to achieve this and get your ABM on track, you've got to learn to walk before you start running:

As Kristina says..

"Get a strategy in place before you move forward"

"It's almost like if you're playing a game of chess"

"You can't just move pieces around and just hope to win"

"Think steps ahead"

"And that's a level of relevancy that's really needed to drive these interactions and be successful".

"And especially move people that are in status quo".

And considering 2/3rds of ABM programs underperform, this is time well spent.

Tune in for a lively discussion about doing ABM up close and personal.

In this episode, Paul Denham talks with Corina Ludwig, President of FunctionFox about marketing in a very crowded market, including against competitors akin to 800-pound gorillas with very deep pockets.

22 years ago, timesheet and project management tools were few and far between. 

There were about five competitors of FunctionFox when it launched.

Today there are 3000+

Learn how a small fish in a big pond with just a fraction of its competitors' budgets survived and thrived by being creative, focusing on its niche, and delivering more than software to its customers.

Tune in to the full episode to learn more.

In this episode Paul Denham talks with Ryan Paul Gibson, Founder at content lift. The topic of the conversation centres on 'How to unlock the insights from customer interviews and turn these into marketing actions'.

Ryan is a guy who only talks to customers – to figure out why they buy. And he's good at it. Very good.

We explore the following:

• What types of customer interviews are there?
• Why bother with customer interviews?  
• Actionable steps to get going
• To compensate for interviews or not?
• How to unlock the insights from customer interviews and turn these into marketing actions.

Tune into this episode to learn more .

'Marketing needs to shift its game and change its conversation’… to be successful, ‘we need to start thinking about relationship-driven business growth’.

How does account-centric social selling help achieve this?

How do I implement this organisation wide?

Some of the issues and questions Sarah Goodall, Founder & CEO at Tribal Impact addressed when she spoke with Paul Denham, the host of the B2B Uncovered podcast.

If there’s one person who knows what it takes to align social selling within an organisation, it’s Sarah. Boatloads of hands-on experience from startup to enterprise.

 And Sarah is generous in sharing her insights and experience in our discussion.

 Sales and marketing collaboration is easy to talk about – but in practice it's still a promised land for many.

 With significant changes in the B2B buying journey, both marketing and sales need to collaborate now more than ever before. 

Get this right and insight-driven marketing will replace vanity metrics, help drive revenue, and transform the marketing conversation at board level.

🎧 Tune in to listen to the full episode.

In this episode Paul Denham talks with Andrew Hoerner, fractional CMO for several high growth SaaS startups, most recently the EVP Global Marketing at Symphony, a double unicorn status fintech backed by Goldman Sachs and other banks.

Andrew shares with us his passion for telling stories that turn into revenue and growth, using examples including from Slack & Symphony.

We delve into the art of B2B storytelling - dealing with competitors; building marketing teams with the right skillsets and the importance of a team's diversity and inclusion to the overall success.

🎧  Tune in to this episode to learn more.

In this episode Paul Denham talks with Craig Hanna, Director of Product Management at Acquia. The topic of the conversation revolves areal world examples of product management from start-up to enterprise.

Craig takes us through his journey from start-up to being acquired and the challenges faced within very different environments.

It's a journey not without its hitches and lessons to be learned. 

What we do learn is that successful product development is far more complex than just creating a great product.

Tune in to this episode to learn more.

In this episode Paul Denham talks with Jamie Barnett, Advisor and Board Member to high tech start-ups about product positioning.

Very few companies get their positioning right early on, sometimes ever, and this ultimately has a detrimental knock-on effect, with the worst case scenario where the company fails. 

But this can be easily fixed with the right steps.

Jamie shares her advice and experience both as a CMO and a board advisor helping high-tech companies understand and communicate their positioning.

Tune in to get full value from this informative discussion.

In this episode Paul Denham talks with Adele Revella, CEO & Founder of Buyer Persona Institute about ensuring an ROI from buyer personas.

We talk about the critical relationship between the B2B buyer journey and buyer personas and how to ensure you're not just going through a tick-box exercise. Adele's advice is clear and uncompromising.

Based on her decades of experience in B2B marketing, we delve into the Five Rings of Buying Insight framework that Adele created that empowers marketers to put this into action without delay. 

Tune in to get full value from this engaging discussion.