What's Working in B2B

In this episode, Gabriel and Liam Bartholomew, VP of Marketing at  Cognism, explore the company's bold transition to an ungated demand generation model. Liam reveals the strategic thinking behind the shift, the challenges they faced in execution, and how the company is driving greater inbound traffic and engagement by integrating subject matter experts and influencers into their content strategy.

Tune in for expert insights on marketing innovation and leadership.

• The strategic shift to ungated demand generation at Cognism
• Overcoming internal buy-in and implementation challenges
• Integrating subject matter experts and influencers into content strategy
• Adapting marketing tactics for different segments and industries
• Balancing data-driven insights with intuitive marketing decisions

In this episode, Liam Bartholomew shares how Cognism shifted to an ungated demand generation model in 2022 and the strategic rationale behind the decision. He highlights the challenges encountered in getting internal buy-in and navigating the complexities of implementation. Liam discusses how content strategy, which includes subject matter experts and influencers, has transformed their inbound traffic and engagement. He also explores the evolution of advertising and demand generation tactics to better align with different market segments and the ongoing challenges in measuring content influence without direct attribution. Lastly, Liam talks about the importance of leveraging the right marketing tools and technologies to stay competitive and offers his recommendations on thought leaders to follow in the B2B space.

About The Guest:

Liam Bartholomew is the VP of Marketing at Cognism, and he has been instrumental in steering the company's marketing strategy toward a more customer-centric and demand-driven model. With extensive experience in B2B marketing, Liam is known for his innovative approach to content strategy, lead generation, and leadership development. His expertise lies in creating impactful marketing campaigns that resonate with audiences across different industries and sectors.

Time Stamps:

• 00:00 – Introduction to Liam Bartholomew
• 00:26 – Shifting to Ungated Demand Generation
• 02:19 – Challenges and Buy-In for New Strategies
• 05:10 – Initial Testing and Results
• 06:43 – Content Strategy and Execution
• 16:05 – Adapting to Market Changes
• 18:09 – Challenges in Enterprise Marketing
• 19:21 – Measuring Pipeline Creation Without Direct Attribution
• 23:09 – Thought Leader Ads: Effective or Not?
• 25:56 – Exploring Document Ads and Interactive Web Pages
• 27:44 – Transition from Campaign Manager to Leadership
• 30:35 – Current Tools and Technologies in Use
• 33:44 – Final Thoughts and Recommendations

Links for the Guest:

Connect with Liam Bartholomew on LinkedIn:

https://www.linkedin.com/in/liam-bartholomew-90004b83/

Visit Liam Bartholomew’s website:

https://www.cognism.com/

Call to Action:

Ready to rethink your B2B marketing strategies?

Tune in to the full episode for valuable insights on how to drive engagement and adapt to the ever-changing landscape of demand generation.

How can B2B companies track their marketing efforts and understand customer journeys?

In this episode, Gabriel sits down with Steffen Hedebrandt, CMO and co-founder of Dreamdata, to discuss the complexities of B2B marketing attribution and how businesses can navigate these challenges.

Discussion Points:

• Understanding B2B Attribution Challenges
• Defining Your Ideal Customer Profile
• The Decline of Google Search Ads
• Effective LinkedIn Ad Strategies
• Sales and Marketing Alignment
• Philosophy of Attribution

Summary of the Conversation:

In this conversation, Gabriel and Steffen explore the nuances of B2B marketing attribution. Steffen discusses Dreamdata's mission to address the main attribution challenges faced by B2B companies and why they are dead set on understanding their customer journeys and ideal customer profiles. He critiques traditional attribution models and advocates for a data-driven-first approach prioritizing revenue generation. The episode also highlights effective strategies for leveraging LinkedIn over Google for targeted ad campaigns, the importance of sales alignment, and tools that can enhance marketing efforts.

About The Guest:

Steffen Hedebrandt is the CMO and co-founder of Dreamdata, a company dedicated to resolving attribution challenges in the B2B landscape. With extensive experience in marketing, Steffen brings valuable insights into customer journey analysis and effective advertising strategies.

Key Takeaways:

1. Understand and define your ideal customer profile to enhance targeting efforts.
2. Shift focus from traditional attribution models to a data-driven approach prioritizing revenue.
3. Utilize LinkedIn for more effective ad campaigns, especially with intent-based signals.
4. Embrace sales and marketing alignment to improve overall strategy and execution.
5. Critique existing marketing strategies and tools regularly to ensure effectiveness.

Time Stamps:

• 00:00 Introduction to Steffen Hedebrandt and Dreamdata
• 00:39 Understanding B2B Attribution Challenges
• 02:13 Defining Your Ideal Customer Profile
• 06:22 Focusing on Core Competencies
• 09:34 The Decline of Google Search Ads
• 14:18 Effective LinkedIn Ad Strategies
• 18:12 Sales and Marketing Alignment
• 21:47 Philosophy of Attribution
• 31:55 Recommended Tools and Resources
• 35:11 Final Thoughts and Farewell

Links for the Guest:

Connect with Steffen Hedebrandt on LinkedIn:

Steffen Hedebrandt LinkedIn

Visit Dreamdata's website:

Dream Data

Ready to transform your understanding of B2B marketing attribution?

Tune in to the full episode for valuable insights that can reshape your marketing strategies.

Does your marketing stand out?

Does it "stop the scroll"?

In this episode, we sit down with Andy Mewborn, founder of Distribute and former early employee at Outreach, to discuss his successful cold email campaigns and the importance of a strong brand identity in today's market.

Discussion Points:

• Cold email in B2B marketing
• Challenges with traditional marketing methods
• Brand identity
• Experimenting with marketing strategies

Andy Mewborn shares his deep insights into the ever-changing world of B2B marketing.

He emphasizes the effectiveness of cold emails when treated like performance marketing, offering practical advice on inbox rotation and message testing.

Andy also discusses the importance of strong brand identity, particularly in a saturated market, and how Distribute's unique branding has set them apart.

Andy’s journey and problem-solving approach underscore the value of continuous experimentation in achieving marketing success.

About The Guest:

Andy Mewborn is the founder of Distribute, a cutting-edge company in the B2B marketing space, and was an early employee at Outreach.

With a wealth of experience in cold email strategies and brand building, Andy has a unique perspective on what it takes to succeed in the competitive world of B2B marketing.

Key Takeaways:

1. Treat cold email like performance marketing to maximize effectiveness.
2. Building a solid brand identity is essential in a crowded market.
3. Continuous experimentation is key to staying ahead in B2B marketing.
4. Unconventional strategies can offer unique brand-building opportunities.
5. Following industry experts like Adam Robinson can provide valuable insights.

Time Stamps:

• 00:28 The Power of Cold Email in B2B
• 01:26 Evolving Strategies for Cold Email
• 07:59 Importance of Brand in Business
• 12:44 Exciting Plans for Guerrilla Marketing
• 13:50 The Journey to Success: Personal Stories
• 15:16 Building Solutions for Real Problems
• 19:50 Adapting Strategies in a Changing Landscape
• 23:26 The Importance of Experimentation

Connect with Andy Mewborn on LinkedIn: https://www.linkedin.com/in/amewborn/

Visit Distribute’s website: https://www.distribute.so/

Ready to revolutionize your B2B marketing approach? Tune in to the full episode for valuable insights and practical tips from Andy Mewborn!

How do you build a successful inbound marketing strategy with limited resources?

In this episode, Gabriel sits down with Emilia Korczynska, VP of Marketing at Userpilot, to uncover the strategic decisions that have driven Userpilot’s impressive growth.

Discover how organic SEO content can transform your business and learn about the challenges and solutions of scaling a B2B marketing operation.

• Userpilot's Successful SEO Strategy
• Challenges and Evolution of the content strategy
• Outbound Marketing and ABM
• The Future of SEO and Attribution

In this episode, Emilia Korczynska shares her journey with Userpilot, highlighting the pivotal role of organic SEO in their inbound marketing strategy.

She discusses the initial hurdles of content management with a team of one and how they implemented processes to maintain quality and consistency.

Emilia also explores the challenges and opportunities of outbound and ABM strategies, reflecting on the broader shifts in SEO, the declining effectiveness of email marketing, and the importance of effectively managing attribution and retargeting.

Emilia Korczynska is the VP of Marketing at Userpilot, a leading product growth platform.

With a deep SEO and content strategy background, Emilia has been instrumental in driving Userpilot’s inbound success. Her expertise spans B2B marketing, with a focus on scalable strategies that align with modern digital trends.

• Organic SEO content is essential for sustainable inbound growth.
• Implementing structured processes is key to managing content creation with a small team.
• Outbound and ABM strategies can complement inbound efforts, especially in a competitive market.
• AI is changing the landscape of SEO, requiring marketers to adapt their strategies.
• Email marketing may decline in effectiveness, making attribution and retargeting more crucial.

• 00:00 – Introduction to Emilia Korczynska and Userpilot
• 00:19 – Userpilot's Successful SEO Strategy
• 02:53 – Challenges and Evolution of Content Strategy
• 10:32 – Outbound Marketing and ABM Challenges
• 20:58 – The Future of SEO and Attribution

Connect with Emilia Korczynska on LinkedIn: https://www.linkedin.com/in/emiliakorczynska/

Visit Userpilot’s website: https://userpilot.com/

Ready to elevate your B2B marketing strategy?

Tune in to the full episode for valuable insights on scaling content, exploring outbound strategies, and navigating the future of SEO.

This episode was edited and produced by Intent Media.

In this episode, we dive into the strategic mind of Mark Huber, Vice President of Marketing at User Evidence.

Mark shares how he is creating working strategies in the B2B space.

Discussion Points:

• The impact of in-person events and dinner roadshows in creating meaningful connections.
• Effective use of LinkedIn for brand positioning and thought leadership.
• Mark’s approach to marketing attribution.
• Essential tools and tech stacks that support successful marketing strategies.

Mark Huber, Vice President of Marketing at User Evidence, shares his experience in building a marketing department from scratch.

He discusses the effectiveness of various marketing strategies, such as in-person events, dinner roadshows, and referral programs.

Drawing on his past role at Metadata, Mark reflects on the DemandGenU podcast's successes and provides actionable lessons for B2B marketers.

Key Takeaways:

1. In-person events and dinner roadshows can create strong connections and drive meaningful engagement in B2B marketing.
2. Effective brand positioning on LinkedIn requires consistent thought leadership and strategic content sharing.
3. Category creation is challenging but can be navigated with a clear vision and strategic marketing efforts.
4. Accurate attribution is crucial for understanding the impact of marketing initiatives, and leveraging data insights can drive better decision-making.
5. A well-rounded tech stack is essential for supporting modern marketing strategies and achieving success.

Time Stamps:

• 00:28 – Which Marketing Strategies Are Working NOW?
• 00:49 – In-Person Events and Dinner Roadshows
• 08:46 – LinkedIn and Thought Leadership
• 13:33 – Challenges and Learnings
• 23:06 – Attribution and Data Insights
• 30:49 – Tech Stack and Tools

Links for the Guest:

Connect with Mark Huber on LinkedIn: https://www.linkedin.com/in/markehuber/

Visit User Evidence's website: https://userevidence.com/

Ready to elevate your marketing strategies?

Tune in to the full episode for valuable insights from Mark Huber on what works in B2B marketing.

This episode was edited and produced by Intent Media.