Making Moves With Messaging
B2B buyers want to be in control of their journey. They want to access information when, where and how they want, and they want to determine when a sales rep engages with them and what they discuss in conversations. Messaging has emerged as an effective way to give buyers that power and arm sales and marketing with […]
How Has COVID Changed The B2B Marketing Talent Pool?
The novel coronavirus has not only shaken up our personal lives. It has turned some careers, and even businesses, upside down. While some companies have implemented hiring freezes, others have been forced to fill employment gaps, going through hiring surges. In some cases, organizations have had to bolster their workforce by looking inward, upskilling current […]
Breaking Down Performative Allyship & Pandering In B2B
Historically, taking a stand on political and social issues was considered a risky move for marketing and brand executives. In the current climate, however, it’s risky not to take a stand. In a world where many judge a company’s alignment (or misalignment) with these issues based on how quickly they respond, how can organizations (even those in […]
The Anatomy Of A Buyer-Focused Tech Stack
The Marketing Technology Landscape Supergraphic now features more than 8,000 solutions, a 13.6% increase year over year. With every new solution, determining what to include in your tech stack (and what to throw out) feels more overwhelming. As the Head of Marketing Technology Innovation and Best Practices at Intuit, Masha Finkelstein is responsible for helping her team take a more […]
Take The Pain Out Of Sales Enablement
As the Founder and CEO of his firm, Roderick Jefferson & Associates, Roderick Jefferson has made a career out of helping organizations get their sales enablement initiatives into tip-top shape. A speaker at the 2020 B2B Marketing Exchange, Roderick reveals how a few key adjustments to rep on-boarding, enablement and collaboration practices can help decrease time to revenue. […]
Talking All Things Podcasts…On A Podcast
Podcasting has exploded in the B2B realm. We’ve seen brands across industries and of all sizes use podcasting to share their unique thought leadership and interview experts in their field. But how is this area of the media landscape evolving as more brands create podcasts, and as more buyers rely on them? During this episode, […]
Human + Machine = ABM Success
Account-based marketing (ABM), like any marketing discipline, requires equal parts art and science. Without technology, ABM takes a lot of time and bandwidth to execute. However, without the human touch, you may lose the creativity and authenticity that goes into crafting compelling content and experiences. That’s why Robin Bordoli, President of RollWorks believes that B2B organizations need to […]
How Salesforce ‘Sleighed’ Holiday Campaign Results
In 2019, Kelly Borter, Director of Industry Demand Generation at Salesforce, had one mission: to create a comprehensive, multi-channel campaign that engaged retail executives and positioned the company as a go-to resource for all things holiday. Sounds fun, right? But in an industry where holiday is a hot topic and there is a sea of vendors looking […]
Lessons From GumGum’s Marketing Pivot
Many B2B marketers have had to pivot their event strategies and budgets in the wake of COVID-19. Teams have also had to keep pace with internal goals and pivot in light of team and budget changes. With a strategy that relied heavily on in-person events, GumGum had to quickly adapt and find new ways to […]
How ADP Saw Success With Client Advocacy
Many B2B marketers tap happy, engaged clients for their content and campaigns. But what if we told you there was a lot of untapped potential, and that you could engage your clients in a holistic way to power all areas of your business? ADP did just that with the launch and expansion of its client […]
Using Social Media As A Powerful Content Cornerstone
Social media has always been a critical part of the B2B marketing mix. Brands rely on some or all of the key networks, like LinkedIn, Twitter, Facebook and even Instagram, to amplify content assets, respond to audience feedback and build their communities. But the role and impact of social media is heightened today, as we […]
Season 2 Premiere: Adapting To A New Normal
Less than two months ago, more than 1,300 B2B marketing and sales executives converged to learn, network and get inspired at the 2020 B2B Marketing Exchange. The novel coronavirus was a mere blip in the news headlines. Needless to say, a lot has changed since we all gathered in Scottsdale, Arizona. For the season two […]
#B2BMX 2020 Sneak Peek
For the season one finale of the B2B Marketing Exchange podcast, the Demand Gen Report team sits down with a few friends to reflect on how the event has grown and evolved. This jam-packed session, which is co-hosted by Alicia Esposito and Editor Klaudia Tirico includes three special guests: Andrew Gaffney, Editorial Director of Demand Gen Report; Christine Elliot, Global […]
Inspiring Creativity Amidst Chaos W/ Todd Henry
Todd Henry has made a living from creativity. A creative type himself, he has spent the last few years helping companies and individuals prioritize creative thought in their increasingly chaotic lives. During this episode of the B2BMX podcast, we sit down with Todd to hear his perspectives on how B2B organizations are balancing the need […]
Finding Your Next Big Idea w/ Tamsen Webster
Tamsen Webster has a heritage in marketing. With about two decades in the biz, she has held positions at Weight Watchers, Tedx and helped numerous marketers and brands uncover big ideas and tell incredible stories. Think B2B isn’t a space for creative stories? Tamsen will prove otherwise. During our conversation, she shares: The difference between […]
Speak Your Customers’ LINGO W/ Jeffrey Shaw
Jeffrey Shaw has experienced quite the career evolution, starting out as a photographer and eventually becoming a brand strategist, speaker and author. Why the jump? According to Jeffrey, it’s all connected. During our sit-down, we talked about this connection and so much more. Listen in to get his thoughts on: Why marketers are still struggling […]
Extending Events Into Content W/ Dave Bruno
Events are a big investment. When designed and promoted effectively, they can drive big business value. But many times, events exist in a vacuum. When it’s all over, it’s never discussed again. During this presentation, Dave Bruno, Marketing Director at Aptos, explains how he implemented a completely new approach, using event content to fuel a […]
How To Make Video Marketing A Money Maker
Over the past five years, we’ve seen video explode. What was once a blip on marketers’ radar has become an integral format to engage, educate and nurture buyers at all stages of the decision-making process. Why? Because buyers today crave content that’s not just helpful and valuable; they want content that’s easily to consume and […]
The Netflix Effect On B2B Buyer Engagement
Netflix hasn’t just transformed the way we consume media…it’s changed the way we expect to interact with all brands. Whether they’re making a purchase for their homes or their businesses, your buyers expect seamless access to timely, relevant and compelling content. As a result, marketers must adapt their strategies, collaborating with content and demand gen […]
Direct Mail 2020: How To Win Big With Direct Mail In The Digital Age
B2C brands have relied on direct mail for decades, but the trend is re-emerging in B2B in new and exciting ways. Brands across industry verticals are incorporating direct mail into their marketing and sales strategies, especially in their account-based marketing (ABM) efforts. But what are the keys to success for this medium? During this in-depth […]
How To Cut Through The Noise And Build Awareness w/ Jeremy Middleton
What does a high school physics and chemistry teacher know about marketing? Plenty, clearly. In his two first years at Pramata Corporation, Jeremy Middleton, Senior Director of Digital Marketing & Revenue Operations, helped the company focus less on the volume of website traffic and the quality of buyer interactions. With a focus on creating awareness […]
Gaining A Millennial Mindset To Build Brand Authenticity & Trust w/ Brian Fanzo
Brian Fanzo is a Millennial that has seen it all. Coming from a cybersecurity background and working almost a decade with the Department of Defense, you’d never expect the guy to become one of the industry leaders in promoting brand authenticity and creating a true fanbase within your customer community. As a self-proclaimed “change evangelist” […]
The Quest For Top Talent: How To Build Your Marketing A-Team w/ Wes Lieser
B2B organizations are fighting to win top talent. Part of the challenge lies in generating interest among a pool of qualified candidates. However, most B2B firms struggle to identify the candidates with the right skills for specific jobs. Wes Lieser of Versique has been around the block, helping companies tackle their hiring and employee retention […]
Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer w/ Laura Ramos
Buyers today are self-educated and self-guided. They want tools and insights aligned to where they are in the customer lifecycle, but are B2B brands giving them what they need? Laura Ramos, VP and Principal Analyst at Forrester, delves deep into buyer expectations, and how marketers can embrace empathy to create content and experiences that are: […]
Expanding Your Expertise and Influence w/ Pam Didner
Pam Didner is no stranger to the B2B world. With a career that spans approximately two decades, Pam has walked in the shoes of content strategies, digital marketers, marketers and even sales leaders. At every phase of her career, she has discovered new ways to hone her craft and expand her areas of expertise, helping […]
Top 5 B2B Trends Of 2019 w/ Maureen Maggioni
What better way to prepare for 2020 than to reflect on the top trends of 2019? And let’s be real, 2019 had it’s fair share of trends reaching their full potential, while others generated a lot of hype. During this episode, Maureen Maggioni, Director of Salesforce Pardot Product Marketing, will reveal: The top 5 trends […]
The Power Of Podcasting In B2B
One in three Americans now listen to podcasts weekly. While there are millions of series available across podcasting outlets, from Spotify to Apple to SoundCloud, B2B brands have the opportunity to stand out by reaching buyers intimately through their speakers. But it’s not just about starting a show and waiting for the subscriptions to roll […]
How Carbon Black Increased Sales Conversions By 388% w/ Chris Mitchell
In 2017, Carbon Black didn’t have a nurture campaign. As a result, the buyers who engaged with a piece of content and went on to talk to sales had little to no understanding of what Carbon Black was and how it could help address their pain points. The company built a multi-touch, immersive nurture strategy from the […]
Master An Allbound Strategy w/ PatientPop
Creating a powerful demand gen engine isn’t just about mastering the art of inbound. And you certainly can’t just rely on outbound. PatientPop is a great example of a company that mastered the art of allbound—a combination of both approaches—to improve sales and marketing alignment and maximize their revenue results. During this session, you’ll hear from both sales […]
ABM Is B2B w/ Sangram Vajre
Sangram Vajre is one of the founding fathers of account-based marketing. Leading up to his latest book, “ABM Is B2B,” Sangram walked attendees through why this is the case, and how marketing is sort of like parenting. It may seem like a stretch, but the Terminus co-founder uses some real-life examples to make his case.
