Predictable B2B Success

Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He counts his relationships as a key reason for his continued success.

He is a digital marketing thought-leader and marketing automation strategist who has shared his craft with thousands of marketing enthusiasts at industry events and trade shows across North America including Dreamforce and Connections.

Casey’s passion for podcasting led to him founding Ringmaster. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue.

Previously, Casey founded and ran Cheshire Impact which became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021.

He is also a US Marine Corps Veteran where he served in the Infantry.

He is also the creator and host of the Hard Corps Marketing Show.

In this episode, he shares how we can create authentic relationships with our buyers and drive growth. Insights he shares include:

• Why do businesses tend to get stuck in their groove in terms of marketing 
• How to cause disruption in a niche
• Why marketing needs a purpose.
• Why use podcasting as a means of marketing
• Justifying the use of marketing with revenue.
• How to build rapport and a sales conversation
• Why Casey prefers using podcasts as a way to initiate sales conversations
• Can the podcasting approach be scaled
• The place content governance has in furthering sales conversations
• and much much more ...

Scott Miller currently serves as the Special Advisor on Thought Leadership for the Franklin Covey Company and is the host of their weekly podcast series, On Leadership with Scott Miller. Scott also hosts FranklinCovey’s monthly bookclub on Bookclub.com which debuted in April 2021. Additionally, Scott is the prolific author of numerous books, writes a column for Inc. Magazine, and keynotes for clients around the world.

Scott began his leadership journey early as the student body president of his high school where he fell in love with politics. After working on numerous local, state, and national political campaigns, Scott joined the Disney Development Company where for nearly four years he was part of the team that designed and built the famed city of Celebration, Florida.

At the age of 26, Scott left Disney and joined the FranklinCovey Company. There Scott built a 25-year career in the world’s most respected and influential leadership development firm serving in nearly every role imaginable. From a front-line sales person, to a project manager, sales leader, general manager, vice president, chief marketing officer to executive vice president of thought leadership, Scott’s experience at FranklinCovey shaped his views on leadership.

In this episode, he shares how we can use leadership and mentoring to easily drive growth. Insights he shares include:

• Should we subscribe to the notion that everyone is a leader
• Why invest in leadership mentoring
• Is there something to be said for gaining active feedback in a leadership mentoring relationship
• Is the idea of building your personal brand in sync with the idea of thought leadership
• Should every leader be a thought leader
• Whom should we be promoting as leaders
• What should be the foundational elements of a leadership mentoring strategy
• How would you identify an up-and-coming thought leader? What would you be looking for
• What kind of mentors should up-and-coming thought leaders be looking for
• The counterintuitive perspective that Scott suggests we look for in mentors
• Metrics we could incorporate to ensure we are developing leadership mentoring relationships in the right direction
• and much much more...

Fikry Fatullah is the founder and CEO of Kiirim email, an Indonesian company that provides affordable email infrastructure for businesses worldwide. Fikry started as an affiliate marketer but ran into problems with email deliverability, given his location. This pain point led to the creation of Kirim email, which he has since been able to scale to well over 28,000 customers worldwide.

In this episode, Fikry shares how Kirim email created a messaging strategy that drives growth (over 28000 customers) and lessons we can apply to our businesses. Insights he shares include:

• Why do businesses often fail to ask the right questions
• How Fikry found traction with the right messaging strategy
• Why Fikry believes we should sell from day one as opposed to giving and sharing content?
• What makes for great messaging
• How to stand out in a competitive world with your messaging
• What does interviewing customers look like
• How interviews help inform a messaging strategy
• Lesson learned from Ryan Reynolds in creating a messaging strategy
• How company culture influences customers
• How Kirim email addresses culture
• and much much more ...

Bryan Rutberg is the founder of 3C Comms, a company that guides and inspires corporate leaders and organizations on how to demonstrate love, understanding, and appreciation to their customers as a clear path to deeper loyalty, greater market share, and way more fun for everyone.

In his first eBook, “Love & Profit: 10 Ways to Transform Customers Into Lustomers,” Bryan shares what he’s learned from positioning brands, products and services, people, and initiatives that drive emotion and action – delivering value and growth across organizations.

In the capstone roles of his corporate career at Hewlett-Packard, McKinsey & Company, and Microsoft, Bryan helped Microsoft build world-class relationships with customers as Director of Microsoft’s award-winning Executive Briefing Center and served as Speechwriter and Executive Communications Director for the corporate VP responsible for global customer support. 

Since entering consulting in 2011, Bryan has helped build stronger, more profitable, and more productive customer-focused organizations with the right mix of communications, creative programs, and culture.

In this episode, he shares how we can deepen our client relations to create Lustomers who drive growth and profit. Insights he shares include:

• What are and why create Lustomers?
• How do you create the mind-shift and heart shift to help clients realize the gap in building client relations that are deep and loving
• How can companies get to know their customers and take storytelling to the next level
• How do we create remark-worthy experiences for clients
• What it takes to build great relationships
• And what's the benefit of a great relationship
• How to love your customers
• What most businesses don't know about communication and the ability to create great relationships
• How to uncover customer information and how they think
• What stories should we be creating and narrating so our customers can share them
• How to ensure the stories being told reflect the brand personality and brand voice
• and much much more ...

Tim Parkin is a global consultant, advisor, and coach to marketing executives of many world-renowned brands. He specializes in helping marketing teams optimize performance, accelerate growth, and maximize their results.

By applying more than 20 years of experience merging behavioral psychology and technology seamlessly, Tim has unlocked rapid and dramatic growth for global brands and award-winning agencies alike.

Tim is a speaker, author, and thought leader who has contributed to AdWeek, Forbes, MarTech, TechCrunch, and dozens of other marketing outlets. He is also a member of the American Marketing Association, the Society for the Advancement of Consulting, and was inducted into the Million Dollar Consulting Hall of Fame.

In this episode, he shares how we can optimize marketing frameworks to attract more customers and drive growth. Insights he shares include:

• What do you mean by "marketing inside out" and missing out on the fundamentals of marketing
• The key components to a marketing framework that most businesses overlook
• Are marketing best practices worth striving for or are there better ways to approach the problem of addressing problems in marketing
• What does this marketing framework look like
• Book of knowledge - what is it and why develop it
• How best to balance strategy and a marketing framework
• How to pick the right marketing framework for your business
• Why you shouldn't invest in best practices and what to invest in instead
• What data to collect to create remarkable customer experiences
• Why invest in building out a test-driven marketing framework? What is it and what does it look like
• and much much more ...

Punit is the founder and owner of Ek Advisory BV. He is a Member of the Training Advisory Board at IAPP and Advisory Member at Plumcloud Labs Inc.

In his roles, Punit provides strategic coaching and advice to privacy experts, business owners, and upcoming privacy professionals. Punit is a Fellow in Privacy (FIP), Certified Information Privacy Manager (CIPM), Certified Information Privacy Professional Europe (CIPP-E), and Certified Outsourcing Professional (COP).

He is known for providing advice that is simple, pragmatic, and business-aligned.

He is also the author of books like “Be Ready for GDPR”, “Be an effective DPO” and “Intro to GDPR” that are available on Amazon. The book “Be Ready for GDPR” is listed as #1 in Best GDPR Books by Book Authority. He is an active speaker at international events and delivers guest lectures at Solvay Brussels School of Economics and Management. 

For a large European bank, he served as a Privacy and Protection Officer to drive GDPR compliance by advising privacy professionals across 30-plus countries. As part of this, he published privacy guidance on several key topics and coached/trained many people.

Punit has 20 years of experience across three continents. He has led projects and programs of varying complexity in business and technology throughout multiple industries. He has proven expertise in areas of data protection, privacy, sourcing, and vendor management. This allows him to quickly grasp the needs of privacy professionals, business owners, and upcoming privacy experts.

In this episode, he shares how we can better get a handle on key data protection principles and the 7 principles that are critical to driving growth. Insights he shares include:

• What are the data protection principles
• Why are the data protection principles important
• Balancing compliance and culture around data protection principles
• How to look at data protection principles in a way that drives growth as opposed to achieving the bare minimum
• The need to embed data protection principles within your data management program
• How do ensure your staff can respond effectively to data breaches
• The need for a privacy vision for your company
• The need for someone with a helicopter view to steer a strategic privacy initiative
• The need to have someone to help you manage vendors /contract risk
• and much much more ...

Dan Tyre is the Director of Sales at HubSpot. He joined HubSpot as a member of the original team in May of 2007 and has led the recruiting, training, and growth of HubSpot's sales team with vigor. Dan is an authority on inbound marketing and sales and is a regular speaker, writer, and coach to those who yearn for inbound success.

At HubSpot, Dan pioneered the concept of alignment between sales and marketing known as "Smarketing," a core tenet of inbound marketing now followed by thousands of companies around the world. 

Outside of HubSpot, Dan leverages his 42 years of multidisciplinary business experience in sales, marketing, and service to help scale fast-growing companies and coach those that want to harness the power of Inbound Marketing to improve their bottom line.

In April 2018, he published a book with Wiley Business Press with Todd Hockenberry called Inbound Organization: How to Build and Strengthen Your Company's Future Using Inbound Principles, and he regularly shares his knowledge through guest appearances on podcasts and as a speaker at worldwide events. 

In this episode, he shares why and how we can shift from "always be closing" to "always be helping" to drive sales success and revenue growth. Insights he shares include:

• What does it mean to be an inbound organization in today's world
• The underlying principles of inbound that make it work so well
• What does it look like to always be helpful as an organization
• Why Dan suggests we move away from using marketing and sales funnels
• Why use sales flywheels as opposed to sales funnels
• From an "always be helping" perspective - what does creating a sales flywheel entail and what does it look like
• Key elements to scaling a business for an organization that is looking to always be helping
• and much much more ...

Stormie Andrews is the Founder of Yokel Local. He is an award-winning author, having co-authored "Power of the Platform, Speakers on Success" with Jack Canfield, Brian Tracy, and Les Brown.

In July 2020, he released - “The World’s Best Buyer Persona System” which is the foundational first step to outsmarting your competition.

The system is so effective, that he was recognized by Intercon as one of the Top 50 Tech Visionaries in the world.

In this episode, Stormie shares how we can create a b2b buyer persona that actually drives effective marketing and revenue growth. Insights he shares include:

• Why do some marketing agencies see so much churn with their client base
• How to solve the issue of setting the right expectations with b2b clients
• The success marketing wheel and its components
• Why some businesses do not create effective b2b buyer personas
• What is "transfer of knowledge learning" and how does it help set expectations
• The difference in b2b buyer persona approach Stormie advocates for in his book as opposed to what is advocated by others
• Who should be involved in creating a b2b buyer persona
• and much much more ...

Justin Kline is the Founder and President of Markerly. During his 9-year tenure, Justin has led the company’s growth, guiding strategic direction, product development, and developing Markerly’s platform and media practice.

During Markerly’s ascension as a pioneer of influencer marketing, Justin has spearheaded award-winning campaigns for Fortune 500 brands, Non-Profits, and Government organizations. Justin has also developed a unique methodology that allows for influencer marketing to be holistically integrated within broader media plans to maximize impact–developing technology to streamline the process.

Prior to Markerly, Justin was responsible for managing multi-million dollar monthly ad budgets that involved complex audience targeting and optimization at AddThis (acquired by Oracle) for brands such as 1-800-Flowers, Sony Pictures, Hilton, and more. In addition to leading and growing Markerly, Justin’s interests range from philosophy, ethics, history, cryptocurrency and blockchain technology, software engineering, and advising startups.

In this episode, he shares how we can craft social change campaigns that inspire change and drive growth. Insights he shares include:

• The correlation between marketing and influence
• Does culture within an organization determine the probability of success with influencer marketing
• What are social change campaigns
• How influencer programs fit into the overall strategy a company pursues
• How influencer marketing can drive social change campaigns
• How to develop the right kind of campaigns social change campaigns
• How best to build communities around influencer campaigns
• and much much more ...

Christopher P Willis is Acrolinx’s Chief Marketing Officer, responsible for all aspects of the company’s marketing strategy and pipeline management. Christopher is a specialist in Content Governance, AI, and pipeline management with over 20 years of experience growing companies in the technology sector.

Before joining Acrolinx, Christopher held leadership roles in marketing, creative, technical, and business development at companies including Perfecto, Pyxis Mobile, KPMG-CT, ModelGolf, and Cambridge Technology Group. Willis is a recognized thought leader in the areas of AI, DEI, and Content Governance, and is active within industry groups dedicated to the growth and health of marketing technology and the verticals he serves.

In this episode, he shares what content governance is and how we can craft a model that drives growth? Insights he shares include:

• Understanding the value of content
• The need for content governance - What's missing in most companies
• Who in an organization's executive leadership needs to have oversight of content governance and why
• Establishing ROI with content governance
• How to develop a roadmap for achieving content governance
• Using artificial intelligence to make your content touchpoints more human
• How to create "good" content and improve brand management operations simultaneously?
• Leading edge metrics for content governance to keep an eye on
• and much much more ...