What is the difference between demand creation and demand capture? More importantly, how does not having a strategy for both affect your bottom line?

Demand capture alone is a short-term approach to pipeline goals and could leave companies vulnerable to market fluctuations. Therefore, you also need a demand creation strategy focused on brand positioning and audience engagement. This strategy ensures your brand is at the top of buyers' minds when it comes time for them to purchase.

But how do you strike the right balance between these two approaches? How do you ensure that your time, effort, and marketing budget allocation aren’t being misplaced?

To answer these questions and more, Ram Sahu, Co-founder and CEO of UnboundB2B, joins us for this Real Talk Real Results podcast episode. He brings over a decade of experience helping companies refine their go-to-market strategies. He shares his data-backed approach to finding the right balance between capturing and creating demand. 

Watch the latest episode to learn:

• How companies can get a 70% higher return through demand creation strategies
• The 95/5 rule and why it matters for engaging and educating buyers at the right time
• Key differences between demand creation and capture (and when to prioritize one over the other)
• How to maximize ROI with a 60/40 marketing budget allocation
• Essential marketing KPIs and metrics for measuring success
• How to leverage brand positioning 
• Real-world insights for building and positioning your brand

Don’t miss this episode, whether you’re new to demand generation or a seasoned expert. Ram shares plenty of practical takeaways for marketers looking to rethink, improve, or optimize their go-to-market strategies to drive immediate and sustainable results.

Cross-functional collaboration is the key to elevating product management and product marketing teams to reach unified revenue goals and business growth.

The idea is exciting, but the execution requires a boundaryless leader dedicated to cross-functional collaboration and teamwork. 

B2B SaaS product executive Akanksha Talya joins the Real Talk, Real Results podcast to share her expert insights on effective product management. She gives us a detailed blueprint for successful cross-functional leadership that is as simple as setting up the right systems and shifting a few mindsets. 

Watch the latest episode to learn:

• How and why you should create a unified vision across teams
• The importance of creating “revenue agents” on your teams
• The five Cs of successful product management 
• Why language is so crucial for smooth collaboration
• How product launches are like rocket launches
• When to pivot and how to handle “messy” transformations

Akanksha adds tremendous value by sharing her successes and failures, but more importantly, how she turned them into learning opportunities.

Check out this episode if you want actionable tips on creating stronger cross-functional teams, focusing on adding value to the customer, and building alignment that drives measurable results, plus the strategy behind them.

AI has changed digital marketing and SEO strategies as we know it.

But how does it affect your practical marketing strategy? Where does it fit into optimizing your content throughout the buyer’s journey? And how do you leverage it effectively to maximize ROI without sacrificing customer loyalty? 

For this episode, Erica Bantum, Head of Demand Generation at Searchspring, shares a surprising peak into often overlooked aspects of an effective SEO strategy.

Join UnboundB2B's Rita Matuzic and Erica as they discuss:

• How (and why) brands should do customer journey mapping and adjust their content accordingly
• How marketers can actually use seasonality to their advantage in their marketing and SEO strategy
• How to retain a customer-centric approach while implementing AI in marketing 
• How to find the balance between personalizing content versus creating broader, more generalized content

Listen as Erica dives into thought-provoking data insights such as "plan around the peaks" and a candid look at the pros and cons of AI from the perspective of a seasoned SEO strategy expert. 

Don't miss this episode if you want practical pointers on making data work for you, web and mobile optimization, and tailoring your content to build trust at each stage in the customer journey.

How much does public sector marketing differ from commercial marketing?

They may seem worlds apart at first glance (and there are some key differences), but in the world of identity verification and fraud risk, business-to-government (B2G) marketing for the public sector is much more like B2B marketing for the private sector than we may realize.

What can we make of their similarities and differences? To find out, we met with Brian Chidester and Heather Adams to discuss vertical marketing in the identity verification and fraud risk industry. 

In this episode of the Real Talk Real Results podcast, Brian, Heather, and Rita Matuzic discuss: 

• How the B2G market sees itself and why government marketing requires an evolving vertical marketing strategy
• How ABM strategy and vertical marketing inform sales analysis, account strategy, and personalized messaging across verticals
• The inevitable challenges in personalized messaging—and how to prioritize ABM initiatives for maximum impact in both public sector and commercial marketing
• Why B2G marketers shouldn’t rely on one marketing channel (and what to do instead)

With complimentary expertise in public sector, account-based marketing, and demand generation, Brian and Heather provide a wealth of insights around how to prioritize your marketing efforts and make them more effective no matter the vertical market. The pair also offer sound advice on not only using data in decision-making, but in building trust between marketers and sellers.

Tune in to learn more about the Real Talk Real Results you can achieve when personalization meets the procurement cycle.

How can sales and marketing work together? 

In this episode of the Real Talk Real Results podcast, Jonathan Hallatt and Rita Matuzic explore sales and marketing management, sales and marketing alignment, and how to improve the relationship between sales and marketing.

Despite shifts in the B2B sales process (including buyers spending more time engaging with marketing before ever speaking to sales), the relationship between these teams isn’t as close as it could be. 

They may share the ultimate goal of driving qualified pipeline, but their incentives and motivations can sometimes suggest otherwise.

To bridge these issues, Jonathan and Rita discuss the practical changes and internal shifts needed from both teams—from building relationships with the customer success team to embracing technology as a viable means of understanding prospects.

Tune in to learn more about the Real Talk Real Results you can expect when sales and marketing work together in revenue-generating harmony. 

Marketing plays a huge but sometimes misunderstood role in scale and change management. 

Given third-party platforms, agencies, contractors, and a wide range of marketing tools (not to mention ads, content, and email), few teams can scale as effectively as marketing can—but only when it’s done right.

That’s why we met with Annette Reed to dive deep into the business of scaling organizations and how marketing can best support business growth while facing budget and resource constraints.

In this episode of the Real Talk Real Results podcast, Annette and Rita Matuzic discuss:

• The necessity of building a foundation to scale—and how to get there
• The secret sauce missing from most cross-functional communication
• Why change management is so hard (and what you can do about it)
• How to think critically and creatively about resources

With a rich background in several marketing disciplines, Annette’s approach centers on constructive empathy and consistent operations management efforts, from communicating with stakeholders to using project management tools, establishing processes, and building teams.

Tune in to learn more about the Real Talk Real Results you can expect with the right foundation and practices in play. 

About the Guest:

Annette Reed
Annette Reed is a seasoned marketing professional with nearly two decades of experience, currently serving as the Senior Director of Global Campaign Strategy and Demand Generation at SentinelOne. She has built a successful career across various facets of marketing, including Product, Brand, Channel, Retail, and Corporate marketing. Her comprehensive expertise has enabled her to design holistic end-to-end customer experiences, develop strategic marketing plans, and create integrated demand campaigns that surprise and delight customers. In her role at SentinelOne, Annette’s digital and campaigns teams lead initiatives that drive global pipeline growth.


About the Host:

Rita Matuzic
Rita Matuzic is the host of the Real Talk Real Results podcast. She has over 12 years of experience in demand generation and digital marketing, designing and implementing global campaigns that improve brand awareness, drive revenue generation, and engage buyers throughout the customer lifecycle. Rita’s experience spans multiple focuses in the IT industry, including cybersecurity, fraud protection, DevOps, test data management, digital workspace, cloud security, and compliance.

This episode of the Real Talk Real Results podcast discusses the impact of Field Marketing across the demand funnel including events, ABM, customer engagement, and Partner Marketing. 

You’ll gain insight into how to build the right event strategy, structure campaigns for prospects vs customers, and think about customer engagement as your competitive marketing edge.  

Rita and Alyse kick off their conversation by discussing Field Marketing in a post-covid world, and how engaging with clients is not only a challenge but if done right, becomes a key competitive advantage for companies. 

Alyse emphasizes the importance of engagement and aligning with digital to clearly define success criteria.  

The key  to offering value at live events is simple: 

1) Offer 1 on 1 meetings with company executives and, 
2) Work with 3rd parties on incentives. 

This creates the right conversation for building a relationship and engagement. The strategy should be flipped from selling to thought leadership and customer engagement.  

Rita and Alyse discuss the definition of AQL vs MQL and how AQL has become a lot more prevalent enterprises focus on ABM. Alyse breaks down the ABM secret sauce and more specifically, the relationship building strategy field marketing teams are following.    

The conversation continues with discussing sales leadership needs, the ideal tool for tracking marketing activities in an account (tune in to hear about the tool!), recognizing what skill sets marketing teams need, structuring field marketing programs for prospects vs customers, and how to use customers as advocates.  

The podcast rounds up with discussing the different aspects of Field Marketing that includes partner marketing and how to fit these strategies into your existing initiatives. 

Alyse brings in her own experience of working as a channel partner and how the ideal partner synergy brings in real customer results. 

Don’t miss Alyse’s advice on how to run different campaigns to fit various engagement goals – this is key for tapping into extended audiences and using partner organizations to extend brand awareness. 

How do you track the ROI of your channel partner activities? The attribution is ever evolving, but Rita and Alyse suggest what to look out for. 

Tune in for the Real Talk and Real Results they’re seeing with Field Marketing and Partner Marketing including what does 2024 look like if Alyse had a crystal ball.  

This episode of the Real Talk Real Results podcast demystifies the common misconceptions of Account-Based Marketing (ABM), how to know if ABM would benefit you, and what you need to consider before running your next successful ABM campaign (including attribution). 

Don’t miss our host, Rita Matuzic, and our guest, Colby Wren, as they give you the ultimate ABM playbook to see immediate results – including Colby’s “must haves” for every ABM campaign.   
 
Rita and Colby immediately pick up the conversation with a discussion on how to determine if your ABM strategy is too watered down. 

Did you know that ABM is one of the most prominent strategies used by Marketing and Sales? 

In fact, ABM is one of the few strategies that gives you the ability to be both selective and intentional with your targeted customer and prospect accounts. But strategies that are too watered-down waste money and often fail fast. 
 
Colby shares his expertise on where companies get ABM wrong, how to know if ABM would benefit you, and what you need to run the best ABM strategy for your company. In fact, here are the key questions that every leader must ask themselves before running their first campaign: 
 
Can you afford ABM? 
Are you a large enough enterprise with the right sales cycle to support ABM?  
 
Colby’s advice is simple: “You need to be able to accelerate the sales cycle and increase your ASP through ABM in order for this to be the right approach for you.” If your ARR isn’t at the right level, it can be challenging to have the budget to run long-term ABM campaigns.   
 
ABM is about having the right full-funnel experience across the buyer journey, and this takes alignment across your sales and marketing functions. Without this alignment, you’re increasing awareness and engagement, but it will be challenging to see anything quantifiable with your ABM activities.  
 
Colby and Rita also discuss the role of the SDR and where they fit in with running ABM programs. One of the biggest mistakes leaders make is mistaking Account-Based sales selling with “targeted prospecting.” Colby discusses his strategy for creating the right level of awareness and engagement to ensure your ABM strategy is true sales selling with the right material impact on revenue.  
 
Colby gives his top advice for running expert-level ABM campaigns – here’s a sneak peek: 

• Less is more – find out why Colby suggests why an intricate 1:1 approach wins 
• It’s beyond personalization, you need relevant content – listen to why he thinks some content goes nowhere, wastes time, and drains the budget 
• Think verticals – discover why this is a game changer for your ABM campaigns 
• Tune in for #4 – this tip is perfect for targeting 250+ accounts and is the secret to building a strong pipeline with ABM…find out why!  

 
Rita and Colby round up the conversation by talking best practices around 1:1 & 1:many account-based campaigns, the strategy for dynamic ads, the value of Google Search, thinking about the end-user, attribution, focusing on high-intent traffic, and where to start your next ABM campaign.  
 
Tune in for the Real Talk and Real Results they’re seeing with ABM campaigns that are not too watered down.  

In this episode, Ram and Rita discuss the challenges and real problems of how budget is shaping Marketing strategies while dealing with layoffs. Marketers are asked to do more with less, but Ram is seeing first-hand how Marketers are rising to the occasion to meet their annual goals with less budget. One of the biggest shifts showing significant ROI is ABM. ABM has become a Marketer’s secret weapon to meeting revenue targets and continues to be part of monthly, quarterly, and annual planning.  

 Ram also speaks to how seasoned Marketers are keen on retargeting, content marketing, and performance-based marketing. These investments are unlocking the highest ROI and enabling Marketers with the time to focus on Ram’s #1 favorite channel: email marketing. 

 Why email marketing? Opt-ins become the lifeline to feeding your pipeline – not to mention, it’s very cost effective. Ram highly encourages Marketers to leverage agencies as a partner in building your install base and use their intent signals for converting buyers who are in the late stages of their buyer journey.   

 Ram and Rita continue the conversation with social media, programmatic, 1st party intent data (and how to use it), listening for buyer signals, and much more. Ram closes the conversation with his ultimate advice for Marketing teams around the world who are navigating against the expectation of doing more with less.  

 Tune in for the Real Talk and Real Results they’re seeing with B2B Marketers.