In this episode, Steve Goldhaber is joined by Jon Russo and he discusses his extensive experiences in B2B marketing. He then shares a case study about a SaaS company that pivoted to new areas after optimizing technologies and presenting data. 

They also talk about helping an organization become more strategic with an account-based sales approach, avoiding landmines in the process. Finally, they explore the potential future of B2B sales and marketing, with a focus on personalization and AI. 

They also touch on the impact of online purchasing and the trend toward tailored buying experiences. Jon Russo shares his unique path to his first marketing job after leaving the Army, as well as discusses how marketing today differs from 20 years ago.

Key points from the episode

• Optimizing technologies and presenting data can be a helpful way to pivot business strategy
• Avoid landmines when transitioning to an account-based sales approach
• Personalization and AI are important elements of future B2B sales and marketing
• Online purchasing is increasing, with more tailored buying experiences
• Marketing today is different from 20 years ago, with more advanced technologies available for decisions and strategies.

Connect with Jon Russo and Steve Goldhaber on LinkedIn.