Frenemies - Where growth meets reality

We are close to the end of the year 2023 - time to get sh*t done! In this episode Julia talks about the facts and hacks to increase your productivity by improving your focus, prioritization, and consistency. 

The topics discussed in this episode:

• What factors influence an individual's productivity?
• How do you improve your ability to focus?
• What are the best techniques to prioritize tasks?
• How do I keep my productivity at an even pace?

Burnout - we all have heard the term, but what does it actually mean and how do you spot it? On this episode Julia Hartwig is joined by Sally Clarke, a burnout expert, author, and keynote speaker. Together they dive into the first signs of a burnout, the symptoms, and the actions you should take when you are spotting the first signs.

Find Sally Clarke on LinkedIn
Find Sally's books here

Account-based Marketing or ABM - everybody talks about, but should everybody invest in ABM? On this episode of Frenemies the Demand Generation and ABM expert Casper Rouchmann joins Julia to give his insights on when you should invest in ABM, how to get started, and what you need to know. 

The topics discussed in this episode:

• Defining the resources and personalization you can allocate to ABM
• The 3 types of ABM
• ICP mapping and account segments
• Why ABM is a long game
• How much personalization is needed to get started
• The ideal frequency of ABM campaigns
• The right metrics to measure ABM
• How to scale ABM activities
• Are ABM and ABS the same?

Check out SparkForce - Full-service, channel-agnostic digital marketing solutions
Check out the Marketing Corner podcast

Meetings - we all have them, and most likely way too many again. On this episode Julia Hartwig gives her insights on how to ensure that meetings are productive, efficient, and run just as long as needed. She goes through the 3 types of meetings (Recurring meetings, purpose meetings and brainstorms) and shares the guidelines she uses so that every participant gets the most out of meetings.

By now Julia Hartwig has recorded 25 episodes of Frenemies and interviewed 6 industry experts on the alignment between Sales and Marketing. On this episode Julia sums up what she has learned about Sales and Marketing alignment, why it is so important and the 4 building blocks of a strong alignment. She also talks about what she has personally learned in the first 25 episodes and gives an outlook on what is coming up on this season of Frenemies. 

The topics discussed in this episode:

1. Why Sales & Marketing alignment is important
   1. Spending budgets more effectively
   2. Team & employee motivation
   3. Achieving business goals
2. The 4 building blocks of Sales & Marketing alignment
   1. Communication
   2. Understanding
   3. Standardization
   4. Planning
3. What Julia has personally learned through Frenemies

You want to give feedback, have topic suggestions or would like to be a guest on Frenemies? Let us know at [email protected]

Stakeholder management - just a buzzword or a skill? 

In episode 25 of Frenemies Julia Hartwig gives insights on how to excel at stakeholder management to progress in your role and career. Stakeholder management is a skill that is often underrated and yet extremely important in any kind of job, but even more so in B2B Sales and Marketing. Julia covers how to think of your day-to-day tasks and projects in a more strategic way by outlining all stakeholders and how to engage and manage relevant stakeholders effectively. 

The topics discussed in this episode:

• How stakeholder management can help you progress in your career
• Exercise on how to view your stakeholder more strategically
• Engaging stakeholders effectively
• How to hold stakeholders accountable
• Managing stakeholder and their expectations
• Why evaluating project and stakeholder groups is important
• The skills you learn by focusing on stakeholder management

Sales and Marketing alignment is a passion topic for Laura Erdem, Sales leader at Dreamdata. That is why she joins Julia Hartwig for this episode to talk all about alignment. Where do you get started? Why should Sales care about alignment? How do you notice friction points? And most importantly: how do you prevent misalignment between Sales and Marketing? 

The topics discussed in this episode:

• What are the building blocks of a strong alignment at Dreamdata
• Why Sales leaders should care about Marketing
• How Sales and Marketing can compromise to test initiatives
• What marketers should do to gather insights from Sales
• What sellers should do to increase the lead quality

Follow Laura Erdem on LinkedIn here

Q4 just a few weeks away! Considering the general trends in the B2B industry this year Q4 is set to be a difficult one - budgets have been cut, the sales cycles are long, and the targets are high. On this episode of Frenemies Julia introduces a variety of initiatives for Marketing, Sales, Product, and Customer Success that actually create impact and can help you drive revenue in Q4 - and the upcoming year.

The topics discussed in this episode:

• Fact check - The key stats for 2023
• Why Q4 is tricky: Spray & pray vs. doubling down
• Initiatives to start aligning your Sales and Marketing
• Sales initiatives for Q4: The power of prospecting and technology
• Marketing initiatives for Q4 : Customer marketing, intent data, and lots of research
• Product initiatives for Q4: Enabling scalability
• Customer success initiatives for Q4: The sales to customer success handover

Too long; didn't listen edition: You didn't have time to listen to the full paid media deep dive? Listen to the key insights of Julia's paid media talk with Deivis Rupslaukis and learn how you choose paid media platforms, the difference between demand capture and demand creation, and most importantly: paid media tips any marketer should know.

Paid Media - the magic trick of B2B Marketing or just a standard tool to generate leads? In this episode of Frenemies Julia sits down with the Paid Media expert Deivis Rupslaukis to discuss how to create and execute a paid media strategy that generates revenue. Deivis is the founder of the paid media agency DERU Digital and has more than 7 years experience in digital marketing. 

The topics discussed in this episode:

• The metrics you need to know to get started with paid media
• Creating a paid media strategy that drives revenue
• Choosing the right platform: where to invest and why
• Lead generation vs. Demand generation: how to prove the impact to leadership
• Paid media tips more people should know
• How to optimize your Google Ads setup
• Aligning paid media with Sales

Follow Deivis on LinkedIn
Sign up to the Weekly Paid Ads Highlights