It’s no secret that the COVID-19 pandemic has changed how we all live our lives and interact with businesses. Adjusting to the change and knowing where to focus ad-spending can be the differentiator for the future of your company 

We speak with Jillian Ryan, Senior Director, Content Strategy at Brightcove - formerly Principal Analyst at E-Marketer, about best practices for ad-spending in a COVID-19 world. 

Jillian covers:

• The pandemic’s impact on the B2B sector
• Exclusive E-Marketer estimates for B2B spending
• Industry estimates in regards to their advertising
• Best practices to target your audience 

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

Are you effectively positioning yourself to grab your audience’s attention? Unless you’re finding a way to solve your audience’s problems before they even have to ask, you may be doing something wrong. Make sure you stand for something.

We speak with Seth Godin, Founder and CEO of Do You Zoom, about positioning and how to effectively stand out rather than be generic. 

Seth covers:

• Discussing the idea of positioning 
• How to stand out in marketing
• If you’re not a community, you’re simply a commodity 

Check out this additional resource mentioned in the episode:

• This Is Marketing by Seth Godin

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

Avoid procurement at all costs — this has been the sentiment among sales and marketing teams as they try to show value and secure advocates. However, after some executive tech buyer polling, building relationships with procurement partners may be a good idea.

In this episode of our Takeover series, we hear an episode from Emisary's "ABM Mythbusting Series".

Catherine Kelly, General Manager, Operational & Commercial Excellence, CP Operations at Shell, discusses how procurement has changed and what benefits it has to your company today.

Catherine covers:

• Procurement’s change in value
• How procurement has become more strategic with technology 
• How to maintain a long relationship with procurement 

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

We all know what ABM is, right? It’s sending out generic emails to customers but auto filling their name at the top so they feel special.  

...we must do better.

ABM is about genuine personalization, not the faux-attempts that plague the space and everyone can see through.

We speak with Jimit Mehta, Head of ABM at CommerceIQ, about the idea of hyper-personalization at scale using ABM to its full potential. 

Jimit covers:

• Understanding hyper-personalized ABM
• Getting the most out of personalization automation 
• Consistent data testing

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

Are you effectively positioning yourself to grab your audience’s attention? Unless you’re finding a way to solve your audience’s problems before they even have to ask, you may be doing something wrong. Make sure you stand for something.

We speak with Seth Godin, Founder and CEO of Do You Zoom, about positioning and how to effectively stand out rather than be generic. 

Seth covers:

• Discussing the idea of positioning 
• How to stand out in marketing
• If you’re not a community, you’re simply a commodity 

Check out this additional resource mentioned in the episode:

• This Is Marketing by Seth Godin

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

What makes for a good business launch? Is it when the vision plans match the outcome? Or is it about the learnings along the way — realizing all the ways the company has come together and how to stay on track into the future?

In this final episode of this takeover miniseries, Jonathan Gandolf, Co-Founder & CEO, and Brett McGrath, VP of Marketing of The Juice, join the show to discuss some insight on launch planning and keeping the business momentum rolling indefinitely.  

Jonathan and Brett cover:

• Handling a high volume of work during adoption
• A deep dive into launch planning
• Plans for post-event momentum

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

Taking a look at your annual marketing plan, you may be apprehensive to uproot it, even in favor of a slightly improved plan. So what can a marketing team do in lieu of timely restructuring? Improve the template rather than replace it. 

We speak with Pam Didner, Founder at Relentless Pursuit, about the 7 key elements of marketing strategy and how to integrate them into existing marketing plans or to give a framework for those who have yet to adopt a plan. 

Pam covers:

• Understanding marketing plans
• The 7 key elements of marketing strategy
• Final thoughts for the audience 

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

Building business launch momentum is one thing; but, keeping that momentum rolling after launch is another. When momentum is so intangible, are there specific strategies a company can use or is it a guessing-game?

Jonathan Gandolf, Co-Founder & CEO, and Brett McGrath, VP of Marketing of The Juice, join the show to discuss momentum — touching on it in a previous episode, Jonathan and Brett take a deep dive, looking at momentum before and after launch.

Jonathan and Brett cover:

• Managing passionate chaos 
• Pros & cons to building business momentum 
• Handling momentum after the launch

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

Switching from a traditional demand waterfall to a demand unit waterfall comes with its fair share of challenges. Reaching out to the community for additional support is a good way to ease the transition — allowing activation of the entire buying committee within target accounts.

Joining the show from Bazaarvoice, Jen Leaver, Senior Global ABM Manager, and Kate Hahn, Director of Global Demand Generation and Retention, discuss current challenges and how to solve them.

In this episode:

• Challenges of moving into a demand unit waterfall
• Listing out marketing problems to address
• Discussing audience solutions

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.

It’s a fact of life: we all get distracted. Think of all the times you’ve watched television instead of exercising like you said you would; or, thinking about lunch instead of the meeting you’re in the middle of. Why do we make so many promises that we seem unable to keep?

We speak with Dr. Nir Eyal, Author of Hooked and Indistractable, about his strategies for controlling attention to get more out of our workplace and personal experiences.

Dr. Nir covers:

• Understanding why we get distracted 
• The 4 pillars of distraction
• Key Takeaways for the audience 

Check out this additional resource mentioned in the episode:

• www.nirandfar.com/indistractable/

This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.

Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.