The Customer Acquisition Podcast

When it comes to reporting and KPIs in a complex B2B sale, less is more. In this episode, I discuss what metrics I recommend to clients to measure the effectiveness of their marketing campaigns in a long sales cycle.

Many companies want to skip doing any marketing strategy and jump straight to the implementation. Jumping straight to the implementation phase leads to random acts of marketing, and you will see less than optimal results in the long term. In this episode, I discuss the differences between strategy and implementation, and how you should compartmentalize them.

One of the biggest misconceptions about account-based marketing is that it somehow is a completely separate strategy from other strategies such as inbound marketing, content marketing, and event marketing. In this episode, I discuss why Account-based Marketing (ABM) is a targeting lens you use in tandem with other strategies and tactics you're already doing.

"Inbound marketing" was a term defined by HubSpot in the mid-2000s. While inbound as a business philosophy is still as relevant as ever, the methodology and tactics associated with it has become outdated. In this episode, I break down why the inbound methodology is outdated, and what changes you can make to your own marketing strategy to stay relevant in 2021 and beyond.

Google Ads is one of the most popular marketing tactics for B2B companies, but the reality is that most companies are not running profitable Google Ads campaigns. Are you selling a complex B2B product? In this episode, I explain how you need to think about advertising on Google.

How can you use HubSpot to stay top of mind with prospects in a long sales cycle? In this episode, I break down how to use lifecycle stages, lead statuses, buying roles, and smart segmentation, and email marketing to align with the buyer's journey over a long period of time.

How do you build a list of high-value companies for your Account-based Marketing strategy? Your list might be the most critical piece of your strategy and helps you to create personalized buying experiences. In this episode, I discuss how to identify your list, narrow it down to the companies who are most likely to buy from you, and how to identify stakeholders in each account.

What do a modern marketing tech stake and marketing team look like? In this episode, I discuss the tech stack and roles a B2B company needs to run a successful marketing program.

What are the most common misconceptions companies have about account-based marketing? In this episode, I cover why ABM is not a channel tactic, that ABM is just selling and marketing to a wish list of accounts and other myths.

Companies are trying to fix misalignment issues between sales and marketing. But what if they are fixing the wrong problem? In this episode, I discuss why you should not follow the best practices when it comes to sales and marketing alignment.