The Scaling B2B Show

We are here today I should say with a dear friend of mine from way back, Jen Metze. Jen and I went on one of those digital transformation journeys together at Avia of all places and lasted a couple of years while I was there and I worked with her before at a B2B agency but we actually drove a billion dollar pipeline in 20 months from, it was actually worse than a standing start, things were so broken inside of Avia when we went there. Jen, in the meantime, has become a little bit of a transformational expert and especially in the area of the market stack has worked with big-time companies like Magento and Oracle and CSV, you were telling me Jen, when we were talking earlier, about – I think it was a 58-million-dollar pipeline that you developed over a four year period as part of this digital transformation of CSV on or CSC on.

I'm excited about today because I think this is going to – what we're going to do next in the show is going to be beneficial to people, because we've been talking in the background as it relates to our business and the industry at large. I think we've pretty much decided that the vast majority of B2B demand generation tech is BS, and/or the way people are using it is BS. It's about time that we cut through some of the nonsense and get real.

We're going to talk about customer experience today and I'm really, really excited. We've got the man, the myth, the legend, Mr. Carlos Hidalgo in the building. If you're not familiar, he's written some really cool stuff on the topic. Also, he's a very highly-placed marketing executive, former CEO of Annuitas, Founder and CEO of VisumCx. These are companies, agencies that work together with business to business organizations on developing insights so that more buyers can deliver better demand generation and customer experience across the broad spectrum of activities.

I'm so glad to have with us today Anamika Gupta. She's the Head of Account-Based Marketing at Fujitsu America. She's getting ready to take us to school on account-based marketing, and I'm super excited. Welcome to the show, ma'am.

Hello. I'm Dave Green. My partner, Jonathan Greene, is traveling. I'm here today with Erik Archer Smith. Erik is a Director of Marketing at ARM and does a lot of ABM. He also has a great background with sales and marketing alignment. He actually came out of the sales organization. He had an inside sales team which he grew from 30 to 80 people and ran enablement for channel sales covering a thousand reps.

There are B2B mysteries Dave and we're unlocking them here on the Green & Greene Show. Welcome. Thank you for being with me as always. This week, we are going to talk about intent data. Are you excited?

I'm very grateful to have David and McKie also, who is the Vice President of Marketing Operations at Medidata.

Today we were going to talk about look-alike audiences today. I actually first learned about look-alike audiences when I read and a book that you did from Amazon and you were asking for feedback on it. You wrote about Facebook's look-alike audiences right when Facebook was releasing them. I thought, "Wow, this is going to be pretty cool."

I wanted to talk a little bit about, well one of my favorite topics. That is the existing state of B2B data out there. For those people that are a little uninitiated, I've always found that data is the key to lead generation success because if you can't actually reach the audience you're after, it makes it pointless how great the message or the call-to-action is.

How to optimize your B2B sales and marketing funnel today, which I think everybody needs to know about. What do you think?