“Alexa, play ‘The Final Countdown’ by Europe.”  OK, now that we’ve set the scene, welcome back to the B2BMX Podcast! We’re just days away from #B2BSMX, our first in-person event since the pandemic, so Host Klaudia Tirico sat down with Craig Rosenberg, Distinguished VP & Analyst at Gartner, to get the audience excited for the big return to in-person events.   Rosenberg has the honor of kicking off the first keynote of the event and closing out this season of the #B2BSMX podcast.  As the pair dive into all elements of the event, their excited energy is contagious as they run through the variety of insights, actionable advice and networking opportunities. Craig also provides a sneak peek into his opening keynote. With data as the (spoiler alert!) primary focus, the duo touch on:  The heightened relevance of ensuring omnichannel communication remains consistent as representatives return to events;   How the “2020 pivot” influenced marketing technology, strategies, data and campaigns;   Data’s role as a universal unifier;   The No. 1 thing organizations must keep in mind when assessing their martech stacks;  What attendees can expect from #B2BSMX (and the return to in-person events in general); and  Much more!   RELATED LINKS  Register for the B2B Sales & Marketing Exchange in Boston 

B2B Marketing Exchange

#B2BSMX Sneak Peek: Gartner’s Craig Rosenberg Shares How The 2020 Pivot Influenced Martech, Data & GTM Strategies

Diversity, Equity and Inclusion (DE&I) have become a critical discussion point for business leaders across B2B organizations. Despite their positive intent, however, many approaches and systems end up falling into the same traps. What are the keys to creating tangible, positive action within your organization?   In this session replay from our Next-Level ABM event, a powerful panel will provide the critical answers you need.   During this episode, you’ll learn:   The true experiences of black professionals in the B2B sales and marketing professions;   How to expand your candidate pool and attract talent;   How to foster an environment that empowers and retains talent; and   Supporting mentorship and sponsorship that drives talent growth and progression.    RELATED LINKS  Register for the B2B Sales & Marketing Exchange in Boston  Meet Demand Gen Report’s Demanding Diversity Council   Learn more about the Black Marketers Association of America  

Leveling Up Your Diversity & Inclusion Initiatives For Real Action

One of the positive outcomes of 2020 was that companies pivoted their focus to their existing clients. After all, without clients there is no business.   In this fun and engaging keynote replay from #B2BMX, customer experience coach and former B2B/B2C marketing executive Dan Gingiss will share how client experience can be your company’s ultimate competitive advantage as well as provide new and credible marketing opportunities.   Take a listen to learn how to:   Apply an easy, five-step framework for creating remarkable, shareable experiences and converting clients into marketing advocates;   Reduce churn and increase customer lifetime value;   Talk about client experience in your marketing; and   Leverage examples from other successful companies across industries.    RELATED LINKS  Register for the B2B Sales & Marketing Exchange in Boston  Learn more about Dan Gingiss  

How A Remarkable CX Is Your Best Sales & Marketing Strategy 

Once viewed simply as “outbound callers,” SDRs are increasingly playing more strategic roles for B2B revenue teams. Given their active role on the front lines of interacting with target buyers, many progressive organizations are positioning SDRs as a key bridge between sales, marketing and customer success.   During this B2BMX session replay episode, Demand Gen Report's Andrew Gaffney chats with experts Nikki Ivey of SDRdefenders, Brian Vital of ZoomInfo and Ken Amar of Outreach to discuss the changing role of SDRs, looking specifically at:    The changing approaches B2B companies are taking with SDRs to move beyond dialing for dollars;   The tools and tactics companies are arming their SDR teams with and how they are driving more & better intelligence across the org;    How companies are re-thinking the career path for SDRs; and   The new metrics SDRs are impacting across the customer lifecycle.   RELATED LINKS  Register for the B2B Sales & Marketing Exchange in Boston 

An Insider Look At The Expanding Role Of SDRs

Last month, SurveyMonkey — a company that has been synonymous with market research and survey software — rebranded to Momentive, now defining itself as an agile experience management company focused on helping customers shape what's next.   A rebrand is more than just a fresh coat of paint, new logo and name, and during this week’s episode of the B2BMX Podcast, Host Klaudia Tirico sits down with Leela Srinivasan, CMO of Momentive, to get a behind-the-scenes look at the entire process and the role of the CMO during a rebrand.   Specifically, Klaudia and Leela touch on:   How SurveyMonkey transitioned to Momentive during a pandemic and why now;   The impact customer and employee feedback have on a rebrand;   Marketing's role during a rebrand and important things to consider before diving in;   The new role of brand in B2B marketing; and  How to blur the lines between brand and demand.     RELATED LINKS  Learn more about Momentive.ai  Learn more about SurveyMonkey’s rebrand to Momentive  Register for the B2B Sales & Marketing Exchange in Boston    

The Story Behind The Rebrand From A CMO’s POV

According to a new report from Forrester, combining human intuition and machine accuracy produces a more intelligent and transformative creative process for CMOs and agency executives. This allows organizations to move away from the status quo and escape the intuition-governed approach that can often lead to missed opportunities.  In this episode of the B2BMX Podcast, Host Klaudia Tirico sits down with Jay Pattisall, Principal Analyst at Forrester and one of the writers of the "Intelligent Creativity Energizes Marketing Productivity" report, to discuss the modern creative process and how organizations can engage with audiences on various channels (and specifically digital advertising) by combining human intuition and machine accuracy.  Check it out to learn:  What "intelligent creativity" means for B2B marketing organizations;  How intelligent creativity differs between B2B and B2C organizations;  Why the over-saturation of digital advertisements is hindering organizations' ability to connect with buyers; and Solutions to stand out with digital ads and attract customers and prospects through creativity.   RELATED LINKS Access the "Intelligent Creativity Energizes Marketing Productivity" report by Forrester  Read Jay’s blog on intelligent creativity  Check out and register for the upcoming B2B Sales & Marketing Exchange in Boston!  

Tapping Into 'Intelligent Creativity' To Fuel Modern Marketing Strategies

A company’s brand encompasses everything from Zoom backgrounds to website content, so it’s important that brand experience is unified across all channels. As a result, an organization’s branding should be at the forefront of marketing strategies — but there are a few gray areas surrounding it. For instance, how strict should branding guidelines be? What shapes a brand? What are the signs that an organization needs to refine or recreate its brand?   In this session replay from the B2B Marketing Exchange in February, Alicia Esposito, G3 Communication’s Director, Content + New Media, led a panel discussion with professionals from Tomorrow.io (formerly ClimaCell) and Conductor that revolved around the ins and outs of brand creation and management.   Check it out to learn:   How brands are shaped and driven by a combination of content and design;   When to push the limits of brand guidelines and the most appropriate channels for doing so; and   How to understand the various brand platforms and the role branding plays in creating a unified experience.    RELATED LINKS  Learn more about Conductor   Learn more about Tomorrow.io   Read the official B2B Sales & Marketing Exchange (#B2BSMX) announcement  Check out the #B2BSMX website to sign up for updates.  

The Ins & Outs Of Brand Creation & Management

The B2B buyer’s journey has changed dramatically and the role of marketers to influence that journey has shifted with it (and continues to!). As the original Marketo Co-founder and Founder of Engagio, Jon Miller predicted marketing automation’s rise and now he’s setting out new predictions for how marketers will need to align themselves to customers, bottom-of-funnel metrics and post-sale revenue.   In this session replay from the B2BMX online experience in February, Miller, who is now the Chief Marketing and Product Office at Demandbase, discusses these recent trends in buying and how new research on sales and marketing alignment highlights the explicit ways revenue teams can set themselves apart from the competition.   Check it out to learn:   How to implement account-based best practices from leading practitioners;    To recognize what works — and doesn't — for engaging accounts in conjunction with sales; and   What's in store for B2B marketing in the next 10 years.    P.S. We just wrapped up our B2B Marketing Exchange Online Experience! If you missed out, you could catch it on demand! For our podcast listeners only, you can use the code VIPDGRAUD to access it all!   RELATED LINKS  Learn more about Demandbase.   Get The Clear & Complete Guide To ABX.  Check out the B2BMX: Next-Level ABM event on-demand.  Watch Klaudia’s CXO Conversations interview with Jon.   Read the official B2B Sales & Marketing Exchange (#B2BSMX) announcement  Check out the #B2BSMX website to sign up for updates.  

What’s In Store For B2B Marketing In The Next 10 Years?

In the middle of a major transformation of how companies go to market, 76% of global CEOs feel that their current business models will be unrecognizable in the next five years. Business ecosystems are the main reason why.   In this B2BMX session replay, Jay McBain, Forrester’s Principal Analyst, Channels Partnerships and Ecosystems, will present actionable advice on the changing marketing landscape and how to participate/lead/thrive in ecosystems.   Check it out to discover how to pivot channel messaging, content and campaigns to align with driving intra-firm value creation, leveraging network effects and incubating partner co-innovation all wrapped around an ecosystem opportunity.    RELATED LINKS  Learn more about all things channel from Jay.  Check out the B2BMX: Next-Level ABM event live this week or on-demand. 

How To Participate, Lead & Thrive In Channel Ecosystems

Social media has come a long way since the Myspace days. It has even evolved to become a key channel for B2B brands to engage with buyers and consumers … and even close deals.   B2C companies have a leg up on B2B companies when it comes to social media content, but modern B2B marketing teams have become very creative with the way they engage on channels such as LinkedIn, Twitter and Facebook. In this episode, host Klaudia Tirico sits down with Xenia Muntean, CEO and Co-Founder of Planable, a content review and marketing collaboration platform. Xenia is passionate about all things social media so we got the scoop on what it takes for B2B brands to stand out on social channels to reach audiences in a fun and engaging way. They discuss:  How social media content creation varies across B2B industries;   The role of social media content management and collaboration;   The steps orgs can take to unlock social media content's full potential;   Key considerations for scaling social media content; and   Unique examples of B2B social media content done right.   RELATED LINKS  Learn more about Planable   Check out the new B2BMX: Next-Level ABM event  

Unlocking The Full Potential Of B2B Social Media Marketing

So, you’ve got ABM plays running — and maybe they’re working — but what if they can get better? And what do you do next?   In this B2BMX session replay, three-time ABM practitioner and implementer Jeremy Middleton will share an ABM foundation framework that he used at Kenna Security, including how it worked versus sales expectations, how to use the foundation to identify full funnel improvements and how to work with sales to make it all work.   He’ll uncover unique insights such as:   Look at your tools after having a process in place — is it time to change or simplify?   Be picky at what tactics you run, and what tools to use to make them work.   Never change your strategy; you only improve it. You only change your process.   If you can’t make sense of your data, you’re starting too big.    RELATED LINKS  Learn more about Kenna Security   Check out the new B2BMX: Next-Level ABM event 

Your ABM Foundation: It’s Working…Sorta. What’s Next?

The marketing technology landscape is still growing at a rapid pace, leaving marketers to try and keep up with new software additions, integrations and acquisitions. Scott Brinker's 2020 Marketing Technology Landscape revealed more growth for martech solutions — reaching 8,000 solutions, a 13.6% lift from 2019.So how do you go about building the right martech stack for your company? Well, Dan McGaw has got you covered. His book, “Build Cool Sh*t: A Blueprint to Creating a Marketing technology Stack,” shares all of his tips, tools and best practices for creating a powerful — and flexible — martech stack. And he’s on the B2BMX Podcast today to dive deeper into: The inspiration behind the book and what to expect from it;   The state of marketing technology;   The future of the martech landscape and what we can expect in terms of consolidation;   Tips for assessing and improving martech stack;   The key components of a martech stack, and the nice-to-haves;   The importance of having talent to manage the stack; and  So much more!   RELATED LINKS  Learn more about mcgaw.io  Get your copy of Dan’s book “Build Cool Sh*t”  Check out the new B2BMX: Next-Level ABM event 

Building The Ultimate Martech Stack For Your Business

If there was anything positive that came out of the Covid-19 pandemic and its effects on B2B businesses, it’s the amount of agility, creativity and innovation that marketers from all industries were able to pull off.   One of those companies was Cedar, a patient payment and engagement platform for hospitals, health systems and medical groups that elevate the end-to-end patient experience. Their ability to scale experiential marketing by almost 2X to keep customers engaged and pipeline moving forward with a small team was truly mind-blowing.   In this episode, we take a look back at a B2BMX session led by Cedar’s Experiential Marketing Manager, Adrienne Lichten and Senior Director of Demand Generation, Caryne Say, who shared their shift to virtual experiential marketing and how the company delivered 21 experiences to keep customers engaged as they remain focused on ABM goals. Listen in to get the full story and:  Get best practices for scaling into an experience-first marketing strategy;   Learn how to manage an end-to-end strategy virtually; and   Adapt your strategy within your budget.   RELATED LINKS  Learn more about Cedar   Check out the new B2BMX: Next-Level ABM event  

Delivering An Experience-First Marketing Strategy At Scale

Roll out the red carpet because Tamsen Webster is back on the B2BMX Podcast! In this episode, we talk to Tamsen about her upcoming book “Find Your Red Thread: Make Your Ideas Irresistible” and get all the tools and tips you need to succeed in bringing your great ideas to life in the B2B world

Bringing Your Irresistible Ideas To Life w/ Tamsen Webster

Storytelling has become a powerful business tool because it begins and ends with empathy, drives an emotional experience with audiences and humanizes the brand at a deeper level. In this episode, Miri Rodriguez, storyteller and author of the book “Brand Storytelling: Put Customers at the Heart of Your Brand Story,” shares practical tools to help you design a brand story that drives engaging relationships with your customers — and theirs.

Using Storytelling To Drive Engaging Relationships With Customers

The B2B Marketing Exchange Podcast was created to bring sessions from Demand Gen Report’s top-selling events from the stage...to your ears. Every week, we’ll spotlight an attendee favorite, with sessions touching on everything from content strategy, to account-based marketing, sales enablement and so much more. Subscribe to get exclusive insights from some of your favorite thought leaders and tactical takeaways from your peers.

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