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The Accidental Marketer Podcast
By Impact Planning GroupBusiness
The Accidental Marketer Podcast episodes
- S.12, Ep. 2 -How the Post-Pandemic World Will Revitalize the Strategy of SegmentationThe seemingly permanent increase in virtual B2B sales calls will revitalize needs-based segmentation as a strategy. Marketing and Sales will collaborate better and adjust segmentation strategies to work in “the real world.” When executed well, these segmentation strategies will boost sales, deepens customer relationships and lead to a host of additional benefits.21 min
- S.12, Ep. 1 -How Marketing Is Becoming More Helpful to Sales Teams Post-PandemicDespite record sales, Pfizer recently announced big cuts to its sales force. What does this have to do with Marketing? A lot! Virtual sales calls will help marketers participate and analyze what really goes on at the point-of-B2B-sale. This will lead to more practical, powerful marketing strategies that will bolster the entire commercial function.19 min
- S.11, Ep. 6 - How To Scale a PlatformIn this final episode of the “New Frontiers” season, the team examines strategies for scaling a platform business. Suppliers won’t sign on without trusting that the buyers will be there. Buyers won’t participate if there aren’t a significant number of suppliers. The team discusses different ways to solve this early-stage platform problem.21 min
- S.11, Ep. 5 - Should You Create a Platform Instead of Just Selling On Someone Else’s?In this fifth episode of the “New Frontiers” season, the team discusses whether a company should start a platform business instead of — or in addition to — selling on someone else’s. Because successful platform businesses have huge market caps and highly-attractive economics, many B2Bs should consider the opportunity. We hope you enjoy the discussion and gain some helpful insights!19 min
- S.11, Ep. 4 - How to Build Your Very Own B2B Platform StrategyIn this fourth episode of the “New Frontiers” season, the team dives deep on how to build a platform strategy. Given that most businesses should be at least experimenting with B2B industry platforms, Mary, Sean and Tom outline the key strategic considerations.19 min
- S.11, Ep. 3 - Should You Join a B2B Platform?In this episode, the team analyzes whether B2B suppliers should join one of the exploding number of industry platforms. These platforms are Amazon-like businesses that aggregate and sell the B2B products of many manufacturers. The team discusses the pros and cons of joining. We hope you enjoy the discussion!20 min
- S.11, Ep. 2 - Participating In Your Industries Developing Ecosystems: Lead, Follow or Wait?This week we dive deep into the topics of B2B industry ecosystems: the collection of related products and services that surround your offerings. The team outlines the strategic questions that inform your decisions about whether or not to participate in industry ecosystems: like should you be the hub of an ecosystem, a participant, or none of the above? They even suggest specific strategy tools that can help you make these complex decisions.19 min
- S.11, Ep. 1 - Why Knowing The Differences Between Ecosystems + Platforms Is Vital To Your B2B OrgIn this initial Season 11 episode, Mary, Sean and Tom define the differences between ecosystems, platforms and marketplaces. More importantly, they make a case why these concepts are so important for B2B marketers to be thinking about now.18 min
- S.10, Ep. 5 - When Can a B2B Price Like An Airline or a Hotel?In this episode, we discuss dynamic pricing. Airlines and hotels change prices all the time based on current circumstances. Can a typical B2B do the same? The team discussed the pros and cons of dynamic pricing models. They also discuss what you must put in place to make dynamic B2B pricing work.22 min
- S.10, Ep. 4 - Does It Ever Make Sense to Give Away a Jet Engine for Free?In this episode, we discuss a wide array of pricing models. You’ve already heard about subscription pricing, “pay per” models and the like. But how do you know which models make sense in your market? The team defines a wide variety of contemporary and traditional pricing models, but doesn’t stop there. They go on to describe the circumstances in which each model is appropriate and why.21 min
About The Accidental Marketer Podcast
From the publisher's feed
I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer"…
published by Wiley. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.