Project A Podcast

Marketing activities of B2C and B2B companies differ, that's for sure – but how exactly? What are the key components of a successful B2B marketing mix and why should founders consciously decide to either scale media budget or lead research?

What are the most promising channels and does Linkedin really work as well for B2B companies as expected? How to even assess this properly, given that attribution is even more complicated than in B2C marketing as touchpoints with multiple employees of a target company are very likely?

And finally: What is a viable marketing tech stack to start out with, how does it evolve over time and what profiles does a high-performing B2B marketing team comprise of?

Listen to Björn Sjut, Co-Founder & Managing Director at Finc3 and a renowned online marketing professional and Philipp Werner, CMO at Project A, discuss all things B2B marketing.

Guest: Björn Sjut, Co-Founder & Managing Director at Finc3

Host: Philipp Werner, CMO at Project A

Language: English

RSS Feed: http://project-a.libsyn.com/rss

If you want to know more about Project A check out:

Blog: https://insights.project-a.com

Podcast: https://www.project-a.com/de/media/podcast

Newsletter: https://www.project-a.com/de/media/newsletter

Unternehmen in Deutschland investieren jährlich etwa 80-90 Milliarden Euro in Kommunikationsmaßnahmen. Wie diese Maßnahmen aber tatsächlich wirken, ist oft unklar.

Vor wenigen Jahren haben Hirnforscher und Mediziner damit begonnen, interdisziplinäre Untersuchungen über die Wirkung von Werbung anzustellen. Diese noch recht junge Disziplin wird heute ‚Consumer Neurosciences' genannt und verbindet aktuellste Erkenntnisse der Neurowissenschaften mit denen der Konsumenten- und Werbeforschung. Bei den Consumer Neurosciences, oder auch Neuromarketing genannt, geht es um den Blick ins Gehirn des Kunden und um das Verständnis, wie Kaufentscheidungen getroffen werden. Das Ziel dabei ist die Kreation möglichst effizienter Werbemaßnahmen und somit eine wirksame Ansprache unserer Kunden in der Marken- und Werbekommunikation.

Bob Hardt, Senior Communications Manager bei Project A, spricht über genau diese Entscheidungsmechanismen aus Sicht der Neurowissenschaften, über das menschliche Motivsystem und darüber, weshalb (fast) jede Entscheidung unterbewusst getroffen wird, bevor wir sie rational begründen.

Gäste: Bob Hardt, Senior Communications Manager

Host: Danijel Visevic, Director of Communications

Sprache: Deutsch

RSS Feed: http://project-a.libsyn.com/rss

Wenn Du mehr über Project A wissen willst:

Blog: https://insights.project-a.com

Podcast: https://www.project-a.com/de/media/podcast

Newsletter: https://www.project-a.com/de/media/newsletter

Earlier this month we hosted the first edition of BAD Meetup (Business and Data). The concept is to address real business challenges that mid-sized startups face which can be helped with by using data and automation. This edition focuses on marketing attribution, its limitations, as well as ideas for new developments in the field.

Listen to our panelists Yue Meng, Senior Data Scientist at Delivery Hero; János Moldvay, Co-Founder and CEO of Adtriba; and Philipp Werner, Chief Marketing Officer at Project A; dive deeper into the challenges of working with platforms outside the Google space, using impression-based attribution, updating your attribution model, and getting stakeholders to implement these models.

Guest: Yue Meng, Senior Data Scientist at Delivery Hero; János Moldvay, Co-Founder and CEO at Adtriba; and Philipp Werner, Chief Marketing Officer at Project A

Language: English

RSS Feed: http://project-a.libsyn.com/rss

If you want to know more about Project A check out:

Blog: https://insights.project-a.com

Podcast: https://www.project-a.com/en/media/podcast

Newsletter: https://www.project-a.com/en/media/newsletter

Sales in the b2b sector have undergone significant changes in the last three to five years. On the one hand, new channels such as Linkedin have proven to be valuable for digital lead generation. On the other, the availability of information online has significantly affected the buying behavior of customers - people don't want to be approached proactively. This means that a switch in the acquisition process between the digital self-service channels and one-to-one personal conversation with your customer is not only challenging but also necessary.

Listen to Christoph Rösler, Director of Venture Development & Sales at Project A, and Florian Heinemann, General Partner at Project A, dive deep into the merging of marketing and sales in the customer journey and whether traditional sales still have a role in the modern b2b sector.

Guest: Christoph Rösler, Director of Venture Development & Sales

Host: Florian Heinemann, General Partner at Project A

Language: English

RSS Feed: http://project-a.libsyn.com/rss

If you want to know more about Project A check out:

Blog: https://insights.project-a.com

Podcast: https://www.project-a.com/en/media/podcast

Newsletter: https://www.project-a.com/en/media/newsletter

What structures are necessary to face an extremely rapid company growth?

How to overcome siloed organizational behavior and which technical systems can be recommended for analysis and management?

Picnic is an online supermarket, that delivers groceries in the low-price segment directly to people's homes without delivery costs. With this service they met a huge customer need and the company has been growing very fast since then. Due to this, they build up such an effective infrastructure that supported them to become a very successful company in the Netherlands in a very short time. Facing the challenges of this enormous growth from a team of 30 people up to a team of 3000 people, structural changes were indispensable. Daniel Gebler, CTO of picnic, explains what was needed regarding the products the company has, the organizational structure and the technical requirements.

Find out in our podcast about how teams are organized around product clusters, how they work with a dual leadership model, how they define their KPI's and also how they organize their data analytics.

Guest: Daniel Gebler, CTO at Picnic

Host: Stephan Schulze, CTO at Project A Ventures

Language: English

RSS Feed: http://project-a.libsyn.com/rss

If you want to know more about Project A check out:

Blog: https://insights.project-a.com

Podcast: https://www.project-a.com/en/media/podcast

Newsletter: https://www.project-a.com/en/media/newsletter

Wie wichtig ist künstliche Intelligenz im Bereich des Reisemarktes speziell für die Abwicklung von Privat- als auch für Geschäftsreisen? Wie gut funktionieren NLP basierte Ansätze? Wo sind die Knackpunkte, wenn es um Effizienz geht?

Ein Podcast über Comtravo, ein junges und mittlerweile bereits sehr erfolgreiches Unternehmen, das mit interessanten Ansätzen von human machine hybrid Technologien arbeitet und das durch den Einsatz von intelligenten Schnittstellen und Automatisierungen ihren Kunden vom Startup bis hin zum KMU im B2B Bereich das gesamte Paket von der Buchung bis hin zur Abwicklung ihrer Geschäftsreisen anbietet.

Erfahren Sie, wann machine hybrid Ansätze in diesem Kontext Sinn machen und auch wie Michael Riegel, Geschäftsführer von Comtravo, die derzeitige Marktsituation und dessen Entwicklung beurteilt. Interessant auch, wie Comtravo es geschafft hat, den noch vor kurzem als fest aufgeteilt geltenden Reisemarkt zu durchdringen und auch wie es ihnen gelungen ist, die eigenen Prozesse um 66% zu optimieren.

Gäste: Michael Riegel, Gründer und Geschäftsführer von Comtravo. Host: Florian Heinemann, Co-Gründer und Geschäftsführer von Project A. Sprache: Deutsch

RSS Feed: http://project-a.libsyn.com/rss

Die neue Episode ist auch als Video verfügbar.

Wenn Du mehr über Project A wissen willst: Blog: https://insights.project-a.com Podcast: https://www.project-a.com/de/media/podcast Newsletter: https://www.project-a.com/de/media/newsletter

Why do marketing and sales always work in silos - isolated and independent from each other? Wouldn't it be fruitful to push for more collaboration between those teams?

Andres Tapia and Corinne Herberg from Project A use the example of AZOWO to illustrate the advantages of the cooperation between marketing and sales. Not only can personas be defined more precisely, but also meeting structures, reportings and budgets can be optimised. These are only a few of the many advantages. Have a listen for more!

Guest: Andres Tapia, Head of Marketing & Corinne Herberg, Sales & Customer Success Analyst at Project A

Language: English

RSS Feed: http://project-a.libsyn.com/rss

If you want to know more about Project A check out:

Blog: https://insights.project-a.com

Podcast: https://www.project-a.com/en/media/podcast

Newsletter: https://www.project-a.com/en/media/newsletter

How are decisions made in the B2B space? What are the factors that influence the decision-making process and who is actually the one person that has the most influence?

Julian Fornoff, CMO and Head of Business Development at Store2be explains that it is actually more important to know HOW decisions are made instead of only knowing WHO makes them. From external sources such as online resources or competitors over hard and soft factors like costs or trust, there are many different factors that have an impact on the decision making process of B2B companies.

Guest: Julian Fornoff, CMO and Head of Business Development at Store2be

Language: English

RSS Feed: http://project-a.libsyn.com/rss

If you want to know more about Project A check out:

Blog: https://insights.project-a.com

Podcast: https://www.project-a.com/en/media/podcast

Newsletter: https://www.project-a.com/en/media/newsletter

What does it take to develop a good sales department? And how can you then get customers through the sales funnel with the highest possible conversion rate in the B2B space?

Anders Mayntzhusen is the CCO of Dixa, a customer engagement platform that brings together all customer interaction with the business in one platform including live chat, email, phone and messaging. On the B2B Marketing & Sales Day by Project A, he explains how Dixa created a pentagon model that serves as a playbook for executive sales and business development. The "Sales Playbook" consists of five Ps namely process, procedure, props, product and most importantly: people. Anders explains in depth how these five factors are interdependent for a successful sale.

Guest: Anders Mayntzhusen, CCO of Dixa

Language: English

RSS Feed: http://project-a.libsyn.com/rss

If you want to know more about Project A check out:

Blog: https://insights.project-a.com

Podcast: https://www.project-a.com/en/media/podcast

Newsletter: https://www.project-a.com/en/media/newsletter

Which channel works best to acquire new customers in the B2B context? Who is my customer at all and how can I effectively reach this person and generate a lead?

Michael Riegel, Founder and CEO of COMTRAVO, explains the importance of first defining the target group before specifically targeting the audience using the opportunities LinkedIn provides. He then gives insights into how to effectively educate the audience about the product or service and how to retarget them using multiple touchpoints in order to successfully generate a lead.

Guest: Michael Riegel, Founder of COMTRAVO

Language: English

RSS Feed: http://project-a.libsyn.com/rss

If you want to know more about Project A check out:

Blog: https://insights.project-a.com

Podcast: https://www.project-a.com/en/media/podcast

Newsletter: https://www.project-a.com/en/media/newsletter