When it comes to B2B sales and marketing, account-based marketing (ABM) is a hot topic. That’s because a buying group is typically made up of 6-10 people who must collaborate to make final enterprise decisions.

How can you use ABM to target the decision-makers on specific accounts? Can you leverage digital marketing tools for ABM? Does AMB increase the quality or quantity of leads?

In this episode, we interview ABM leader, Ryan Elmiger. He answers common questions, shares his knowledge, and talks about the relationship between ABM and lead generation. 

About Ryan Elmiger: 

Ryan Elmiger has 20+ years of marketing experience in B2B and B2C. He is Account-Based Marketing (ABM) Certified by ITSMA and currently holds the position of ABM Government Cluster Lead at ServiceNow.

Ryan works alongside the sales team to develop ABM strategies for high-value accounts. He ensures all marketing activities target the right account stakeholders. Plus, drives the strategy for hyper-personalized content that speaks to specific account needs and imperatives.

The restaurant industry has been hit the hardest during the pandemic. According to the National Restaurant Association, 110,000+ food and beverage establishments in the U.S. temporarily or permanently closed for business. 

How did local restaurants stay afloat? What creative pivots did they embrace? Were the changes temporary or here to stay? 

If you’re a marketer or salesperson in the restaurant industry, you need to know how independent operators tick. Listen to this conversation with the co-owner of a local Vietnamese restaurant to better understand the needs and challenges independents face.

About Chris Nguyen 

Chris Nguyen is the co-owner of Superior Pho Vietnamese Restaurant. Under his leadership, the small, ethnic, mom-and-pop restaurant has become a local household name. In fact, Superior Pho has received accolades and recognition from national media outlets such as Food Network Magazine, The Travel Channel, Esquire Magazine, Buzzfeed and more.

Chris is dedicated to serving under-resourced and underrepresented communities. He’s used his position at Superior Pho to employ and empower a variety of underrepresented people from various communities and teach leadership through service. 

Independent restaurant owners face many challenges that are unique to those of large chains. If you work in sales or marketing for the food service industry, you must understand these differences to successfully communicate with Independents. 

The best way to learn? Hear the struggles and needs of restaurant owners first-hand. Listen to industry veteran, Laurie Torres, share the ups and downs of restaurant ownership on this episode of the Lead(er) Generation podcast.

About Laurie Torres:

Laurie Torres is the Owner of Mallorca, a fine-dining experience in Cleveland, Ohio. She manages the operational and strategic vision of the restaurant, which has been serving Spanish and Portuguese cuisine for 20+ years. 

Laurie is instrumental in identifying emerging trends in the food industry. She serves as the President of Cleveland Independents. Plus, she’s won multiple industry accolades, including the 2021 Rising Star Award by the Ohio Restaurant Association.

Independent restaurants offer unique dining experiences, such as farm-to-table meals or craft cocktails. But they also face unique challenges that are far different than those of large restaurant chains.

Offering solutions to the difficulties that independents face, may mean the difference between a win or loss for both sales and marketers in the food service industry.

What are the biggest challenges of independent restaurant operators? How has the pandemic changed their business? How can suppliers, sales and marketers deliver better support? 

Hear the answers to these questions—and more—from Jess Edmonds, Catering Director & Partner at Spice Hospitality Group, on this episode of Lead(er) Generation.

About Jess Edmonds:

Jess Edmonds is the Catering Director & Partner at Spice Hospitality Group. She has nearly two decades of experience in the food and beverage industry. Jess honed her service talents in high-traffic Cleveland hot spots before joining Spice Catering Co. in 2008. 

In 2015 she moved into the Catering Director role and manages an incredible team of Event Planners that create exceptional dining experiences all over town. Jess also lends her hand to general operations of The Spice Companies, planning the annual Plated Landscape Calendar and fostering business relationships throughout Cleveland, OH. 

Market research helps marketers gain insights into consumer behavior, attitudes, opinions, and preferences.

But how important is it in B2B lead generation and marketing communication? Can market research help you develop more effective strategies and campaigns?

Explore this topic with expert market researcher, Lauren Schmidt from the full-service marketing research and consulting company NSRC.

About Lauren Schmidt:

Lauren Schmidt is the Senior Director of Client Services & Strategy at NSRC. She has 20+ years of quantitative research experience with clients in a wide range of industries. While Lauren has an extensive skill set, she’s most passionate about B2B and Voice of Customer (VoC) research as well as driving ROI. Lauren’s philosophy is that market research is a necessity—not a luxury.

Are you struggling to get leads? Are you looking for ways to improve your sales funnel? If yes, then you should definitely join us to explore the role of marketing technology in lead generation.

Marketing technology has become a crucial part of every company’s strategy. From CRM software and email marketing platforms to analytics and automation tools, technology plays a vital role in improving the efficiency and performance of your marketing campaigns.

Technical demand generation marketer and returning guest, Hana Jacover, joins Tessa Burg on this episode of Lead(er) Generation. She answers questions and provides tips on how marketers can leverage the power of marketing technology to generate leads.

About Hana Jacover:

Hana Jacover is the Chief Hype Officer at Hype House Consulting & Coaching. She is a technical demand generation marketer with a proven track record of strategies and programs that accelerate revenue. 

Hana has deep experience in the optimization of high-performance tactics and marketing automation technologies that build and measure the pipeline. She also has a thorough understanding of marketing strategy as well as data, attribution and execution.

Salespeople have long been considered the face of a company. They sell products or services, negotiate deals and close the sale. In recent years, however, companies have begun replacing salespeople with marketers.

Today, marketing is often seen as the primary way to generate leads and increase sales. As a result, companies are investing heavily in marketing departments. And they’re also hiring more marketers than ever before.

How did this trend begin? What are the pros and cons? Is marketing really becoming the new sales? Join us as we explore a topic that’s continuing to change modern marketing.

About Tessa Burg:

Tessa Burg is Chief Technology Officer at Tenlo. She’s been leading data-driven marketing and technology teams for 15+ years. Tessa has deep skills in many areas, including digital marketing, user experience, technology strategy and application architecture. 

Tessa believes in taking a tech-agnostic approach to marketing development. It maximizes a client’s existing technology investment. Plus, empowers clients to easily use, manage, measure and scale their platforms on their own.

Episode Description:

Marketing is a science. And now, thanks to advances in cognitive science, marketers can harness the power of human psychology to influence consumer behavior.

What is cognitive marketing? What are its benefits? How does it differ from other types of marketing?

Learn all this and more during an interview with Sandeep Dayal, seasoned marketing and strategy leader. He shares how cognitive science can be applied to branding and marketing. Plus, how we can use cognitive marketing to develop strategies that are more likely to succeed.

About Sandeep Dayal:

Sandeep Dayal is regarded as one of the leading minds in Marketing Strategy. He is the author of "Branding Between the Ears - Using Cognitive Science to Build Lasting Customer Connections." He’s also co-authored articles in Marketing Management, McKinsey Quarterly and Strategy & Business.

In addition to writing, Sandeep serves as the Managing Director and EVP at Cerenti Marketing Group, LLC. and heads the firm's Pharmaceuticals and Medical Devices Practice. He serves as a counselor to C-suite executives and board members at Fortune 500 companies. Plus, he’s on the board of directors for the Albums of Heritage Foundation and iKONVERSE, and is a keynote speaker.

Leadership is a critical skill for anyone working in marketing today. If you don't have strong leadership skills, you won't be able to manage your team effectively. And if you aren't managing your team well, you won't be successful at growing your business.

Female marketers, however, face many unique obstacles when trying to achieve success in their careers. From equal treatment and advocating on their own behalf to building alliances and trusting their own voices. 

Despite these challenges, women continue to push forward. Improve your marketing leadership skills by learning from other leaders like Hana Jacover. A coach who excels at leadership and team development, Hana shares some tips on how to overcome obstacles and ultimately become a better leader in marketing.

About Hana Jacover:

Hana Jacover is a technical demand generation marketer with a proven track record of strategies and programs that accelerate revenue. As the Chief Hype Officer at Hype House Consulting, Hana builds business hype through strategy, demand gen, marketing ops, leadership development and coaching. Hana is also on the board of Women in Revenue—committed to elevating and encouraging future female leaders in the workplace—and on the marketing committee of Black Marketers Association of America (BMAA).

Personal branding is a powerful tool for marketers and salespeople to attract business. The challenge is that it takes time and effort to build a strong digital presence. 

Explore how you can identify and create your own authentic digital brand with Madeline Fetterly. 

She’ll share tips on how to harness your passion and expertise. Plus, how to leverage your online presence to gain a steady stream of new leads and drive business development.

About Madeline Fetterly:

Madeline Fetterly is a partnership builder, creative storyteller, strategic thinker, and champion for women's leadership. As the CEO and Founder of Be The Brand, Madeline partners with individuals to amplify their thought leadership and build purposeful and powerful online brands. She believes we each have a voice and a story to tell, and it’s up to us to choose how we use it. In addition to her expertise in strategic counsel, Madeline is passionate about good, strong leadership; being mission obsessed and creating people-focused work environments.