Companies that win in the long run focus on providing the best buying experience for their customers. But the way (many) B2B companies sell and do marketing today is disconnected from how buyers want to buy.

Marketing is tasked with generating contact data for sales to close. Pressured to produce leads fast, marketing teams don’t have time to focus on building valuable, informative content and a great experience for their audience. Sales then chases those leads that might not even have a real interest, just to hand over those interested buyers from one sales function to the other.

In this setup, no one wins - or as my guest, Nelson Gilliat puts it, “companies succeed despite of these tactics, not because of them”.

In episode #7, we flip the script and talk about what is wrong with the way B2B companies sell and do marketing today. And why Nelson advocates for the Buyer Centric Revenue Model, how it enables marketing & sales teams to do meaningful work and provides a better buying experience.

Nelson is the author of “The Death of the SDR: And the Birth of Buyer Centric Revenue Model”. He is the founder of the Buyer Centric Revenue Model Slack community to help people discuss and implement the Buyer Centric Revenue Model.

I meet with Cristina Șișcanu, Global MarCom Manager at DRUID AI, to discover their journey to becoming one of the fastest-growing AI startups in CEE and how they think about their marketing.

Tune in to learn:

DRUID is a conversational AI platform that empowers employees, customers, and partners to digitally communicate with your business and enterprise systems in the most intuitive, efficient and human-like way.

How do grow long-term and bring value to your clients when dealing with a complex sales cycle?

This is the main theme of episode #5. I dive deep together with Alexandra Mogin, Marketing Manager at TenForce, a Belgium-based enterprise software company in the EHSQ space.

Here is what you’ll learn:

In the 4th episode, I talk to Steffen Hedebrandt, co-founder and CMO of Dreamdata, about bringing client value with a data-driven mindset.

Listen to the episode to learn:

And a lot more, from sales and marketing alignment to how Dreamdata is growing and creating value for its audience.

In this episode, I sit down to talk with Vukasin Vukosavljevic, Head of Growth at Lemlist. We discuss how Lemlist builds value for their clients, how they differentiate their content, how they balance user acquisition with brand building and the challenges of working with a growing bootstrapped company.

How to drive value and attention in the crowded space of marketing technology. With Miruna Dragomir, CMO at Planable, a content collaboration platform for social media teams.

Listen to discover:

How to stay authentic and build trust when marketing a complex product to a technical audience. With Nicole Lontzek, Head of Marketing at CELUS.IO 

Welcome to Value-driven Marketing Podcast: discover why we created the show and what to expect from it.