Social audio has become very popular recently with the advent of Clubhouse. According to Edison Research 15% of social media users 18+ say they have used Clubhouse. Podcasting is a form of social audio. And, it continues to grow as a content channel. According to Edison Research’s Share of Ear study , which began tracking audio consumption in 2014, podcasting’s share of all audio listening is now 6% of consumption. This level marks an all-time high for podcasting, up from 2% in 2014. Social medi...
May 27, 2021•19 min•Ep. 300
B2B influencer marketing is not the same as it is in B2C, where you have celebrities like top athletes and Hollywood actors endorse a brand and post on Instagram about it. B2B marketing leaders can leverage industry influencers in their marketing efforts with a solid plan. That is the topic of conversation with my guest in this episode of the Modern Marketing Engine, Amisha Gandhi , SVP of Marketing at Tipalti. Amisha is a groundbreaking B2B innovator with deep marketing and communications exper...
May 19, 2021•34 min•Ep. 299
Most CMOs favor external communications ( demand generation , content marketing, etc.) over internal communications. Why? Because these external activities seem to create more measurable ROI. However, with the modern workforce internal communications are now more important than ever to motivate and activate people within the organization to be a channel of communication. My guest in this episode of the Modern Marketing Engine podcast, Mark Derks, has great insights about how much effort marketin...
Apr 21, 2021•40 min•Ep. 298
How would you plan the marketing strategy for a new brand? What are some factors that marketing leaders should take into consideration when rolling out a new product? That is the topic of conversation of this episode of the Modern Marketing Engine podcast, with my guest Armen Najarian . Armen is the CMO at RSA Fraud & Risk Intelligence, which is part of the larger RSA Security, a 38-year old global brand. As his division expanded and with more revenue and customers around the globe, they dec...
Apr 14, 2021•38 min•Ep. 297
How do you formulate an Account-Based Marketing (ABM) strategy? How do you decide which accounts to target? And what is the role of analytics in ABM planning? That is the topic of this episode of the Modern Marketing Engine podcast with my guest, Chris Rack, President at PureB2B. PureB2B leverages a database of B2B decision-makers in combination with their predictive analytics technology, to provide a full suite of solutions that help their clients meet their specific B2B demand generation sales...
Mar 31, 2021•39 min•Ep. 296
B2B buyers have changed dramatically, especially during COVID. Consider these three recent trends, for example: B2B buyers are looking critically at any opportunity that comes to them, whether it comes from marketing content or from a sales conversation. B2B buyers are giving less access to sales people and traditional conversations. In fact, 83% of the buyer journey does not include a sales rep. B2B buyers place a greater priority on perspective and recommendations from people who aren't sales ...
Mar 17, 2021•43 min•Ep. 295
Marketing professionals need to have a strong grip on data. These uncertain times have inspired marketers to rely less on qualitative insights and more on data-driven insights. This is what my guest realized during 2020. Paul Cowan, CMO at FreshBooks, joins me in this episode of the Modern Marketing Engine podcast to talk about why they are doubling down on customer data marketing in 2021. FreshBooks serves mainly the small business owner segment with easy-to-use accounting software. As many org...
Mar 10, 2021•36 min•Ep. 294
The pandemic hit just about every industry hard and many companies are still trying to recover. That’s why stories of B2B companies helping out others around them are so encouraging. And I’m excited to bring you one such story in this episode of the Modern Marketing Engine podcast. My guest is Kathie Johnson , CMO at Talkdesk , a cloud-based contact center, unified communications and artificial intelligence software provider. Customers use their contact center software to scale and improve their...
Feb 24, 2021•33 min•Ep. 293
What is the future of buying and selling? How do marketing and sales approach digital native decision-makers? That is the topic of this episode of the Modern Marketing Engine with my guest, Dave Boyce . Dave is the Chief Strategy Officer, XANT, where he divides his time between corporate development, corporate strategy, and operational strategy. He is also a board member of Forrester Research Inc. since 2017. This episode was inspired by two articles that Dave published on LinkedIn: The Future o...
Feb 17, 2021•38 min•Ep. 292
This is a different, but very special, episode of the Modern Marketing Engine podcast. My guest is Hang Black, VP, Revenue Enablement, Juniper Networks and I invited her to talk about her new book, Embrace Your Edge: Pave Your Own Path as an Immigrant Woman in the Workplace . This book has the potential to be life-changing for some. Hang says the idea for this book was in her head for a decade. It not only describes Hang’s experience as a Vietnamese immigrant to the United States, but also deals...
Feb 10, 2021•34 min•Ep. 291
What drives the success of a sales team today? Knowing how to engage the digitally savvy modern buyer. And modern buyers need modern sellers. While digital marketing is a mature ecosystem with proven processes and practices, digital selling is still evolving. Many sales organizations were reluctant to implement a digital sales transformation until COVID-19 came and forced everyone into remote selling. Today, digital selling is more important than ever. In this episode of the Modern Marketing Eng...
Jan 27, 2021•38 min•Ep. 290
The year 2020 has brought a lot of pain and confusion due to the pandemic, but also many opportunities for companies to show compassion and generosity. And that willingness to help others can sometimes reap rewards in the marketplace. That’s exactly the story my guest in this episode of the Modern Marketing Engine, Adriel Sanchez, CMO at Newsela shares. Newsela provides instructional content to K-12 schools in the United States, serving 35 million children. What do they do exactly? They take con...
Dec 16, 2020•34 min•Ep. 289
Sales messaging is a vital part of a sales reps’ daily work. It’s how they engage with prospects and it can make a big difference in their results. While the perfect sales message will connect and engage the buyer (eventually leading to a sale), a weak sales message will just be ignored, or worse, will damage the reputation of your company. In this article and episode of the Modern Marketing Engine podcast, my guest, Mario Martinez Jr., CEO and Founder at Vengreso, discusses what marketing and s...
Dec 10, 2020•35 min•Ep. 288
In recent history, there have been three important events that have led marketing teams to shift their focus and embrace digital marketing transformation. The first event was 9/11 in 2001 and how fear and uncertainty gripped the U.S. (and others) which hindered planned marketing activities including travel and events where thousands of people congregated. The second event was the economic crisis of 2008 which had both businesses and consumers concerned about the repercussions that came out of ev...
Nov 11, 2020•37 min•Ep. 287
What is the most effective way to attract and retain customers if you sell to consumers through distributors? According to Paul Ackah-Sanzah, it’s an Omnichannel marketing strategy. Paul is VP of Marketing at Phantom Screens and a 20-year marketing veteran. Paul has an impressive career journey at Phantom Screens, starting out as their retail sales manager, moving to brand marketing manager, and has been their VP of marketing for two years. In this episode of The Modern Marketing Engine podcast,...
Nov 04, 2020•37 min•Ep. 286
A unified marketing and sales funnel is the solution to better prospecting in any organization. In this episode of the Modern Marketing Engine podcast, my guest, A. Lee Judge, Global Digital Marketing Director at Hexagon GeoSystems, discusses his approach to digital marketing and how it is contributing to sales prospecting with a focus on quantifiable attribution. B2B Marketing leaders are being held to a higher standard in 2020. CEOs and CROs want to see marketing drive activities that demonstr...
Oct 21, 2020•35 min•Ep. 285
In 2020 with in-person conferences being redirected to online events, marketers are looking for alternative ways to continue to grow their demand generation efforts and ensure that they can drive quality leads into the sales funnel. One of those ways is gift marketing. Marketing teams are allocating budgets and efforts toward gifting, as opposed to sponsoring virtual events, as some marketers are not seeing the ROI from a $10k+ sponsorship. How can you use gift marketing in your company and what...
Sep 23, 2020•28 min•Ep. 284
Podcasts are becoming more popular each day (there are more than a million podcasts and more than 30 million episodes available ). So it’s not surprising that marketers are deciding to create a B2B podcast as a strategy to reach their buyers. But how do you start a B2B podcast and how do you make it work? That is the topic on this episode of the Modern Marketing Engine podcast with my guest Rachel Clapp Miller, Vice President of Marketing and Digital Engagement at Force Management. Force Managem...
Sep 09, 2020•28 min•Ep. 283
Subscribe to Modern Marketing Engine on your app of choice. The year 2020 has seen many marketing events cancelled, postponed or gone virtual due to COVID-19. And Content Marketing World, the largest event for content marketers held in person each fall is going 100% virtual as well. My guest on this episode of the Modern Marketing Engine is Cathy McPhillips, VP of Marketing at the Content Marketing Institute (CMI), the organizer of Content Marketing World, which is one of my favorite marketing e...
Aug 19, 2020•30 min•Ep. 282
Subscribe to Modern Marketing Engine on your app of choice. There’s a powerful analogy used to describe the difference between an outbound and an inbound marketing strategy: an outbound strategy is like chasing or hunting for leads, while an inbound strategy is like attracting or luring leads to you. And although both marketing strategies have their merits and their limitations, my guest in this episode of the Modern Marketing Engine podcast, found great success for her organization when she shi...
Jul 29, 2020•27 min•Ep. 281
Subscribe to Modern Marketing Engine on your app of choice. Companies must have a strategic plan to grow and expand, especially in challenging times like the current pandemic, where market dynamics have shifted and priorities have shifted. Most B2B companies use traditional market reports to guide their strategic decisions, but they are not enough. However, with the right market intelligence, B2B organizations can prioritize their accounts, reevaluate territories and rethink their ideal customer...
Jul 16, 2020•33 min•Ep. 280
Subscribe to Modern Marketing Engine on your app of choice. Marketing and sales plans conceived in early 2020 are either no longer relevant or no longer work, so B2B sales teams have had to change how they sell (and sometimes even WHAT they sell) to adapt to the new environment of the COVID world. In this episode of the Modern Marketing Engine, I talk with Jillian Ryan about some of the pivots B2B companies are making to respond to the changing marketing and sales landscape. Jillian is a princip...
Jul 08, 2020•35 min•Ep. 279
Subscribe to Modern Marketing Engine on your app of choice. Innovative business models bring interesting challenges for marketers. When your company fills a previously unrecognized void, your target audience won’t probably know you exist or recognize that they need you. What marketing strategy can you use if your target audience doesn’t recognize your value? That was the case of my guest in this episode of the Modern Marketing Engine, Stephany Greene. Stephany is Director of Marketing and Public...
Jun 24, 2020•42 min•Ep. 278
Subscribe to Modern Marketing Engine on your app of choice. Growth marketing is what drives pipeline and increases sales in the long run. The correlation is undisputed. During a time of social and financial disruption like the current COVID-19 pandemic, growth marketing can be perceived by some as insensitive and opportunistic. What is the modern marketer’s best response? I’m happy to have Meredyth Jensen as my guest on this episode of the Modern Marketing Engine podcast. She serves as Senior Vi...
May 27, 2020•29 min•Ep. 277
Subscribe to Modern Marketing Engine on your app of choice. Every team of marketers needs to drive marketing results that matter, and as my guest on this episode says, “I’ve never heard a marketing team say, ‘We’ve got all the budget we need!’ “ That’s especially true for small teams. On this episode, David Buffaloe, CMO of Vertical IQ shares the steps marketing leaders can take to drive marketing results despite having limited resources. Vertical IQ provides insights into what’s happening on a ...
May 13, 2020•34 min•Ep. 276
Subscribe to Modern Marketing Engine on your app of choice. With the changes happening in the business world due to the Coronavirus crisis, many marketing leaders are learning that managing a remote team of marketers is not a simple matter. Since the entire Vengreso team is remote- now known as “WFH” (work from home) - I wanted to offer help for those making the transition. I invited Matt Langie, CMO of Xant to help me pull it off. And, he delivered! Matt’s background working for tech giant Adob...
Apr 01, 2020•34 min•Ep. 275
Subscribe to Modern Marketing Engine on your app of choice . Growth marketing is about increasing pipeline so the sales organization can be more successful, faster. My guest on this episode of the podcast approaches growth marketing through hyper-personalization. What is that? Imagine yourself driving down the highway and two billboards appear along the road. One is a generic, “buy this product from us” presentation while the other speaks directly to you, addressing a very specific personal need...
Mar 18, 2020•32 min•Ep. 274
Subscribe to Modern Marketing Engine on your app of choice Who is best equipped to carry out an effective Sales Enablement Strategy? Sales? Marketing? Maybe another department? Bernie’s guest on this episode of Modern Marketing Engine is Genefa Murphy PhD, SVP and CMO at Micro Focus, one of the world’s largest digital transformation solutions providers. Genefa believes that Marketing should own Sales Enablement and the goal of this podcast episode is to understand why. We'll also get a peek into...
Mar 11, 2020•33 min•Ep. 273
Subscribe to Modern Marketing Engine on your app of choice . The Unique DNA Of This Global Brand Sykes is a leading provider of customer engagement services with a rich, 40 year history serving global and emerging brands. One demonstration of how Sykes is uniquely different than many long-lived brands is the story of how Ian Barkin came to be part of the company. Ian was previously co-founder and CSO of Symphony Ventures, a professional services firm focused on designing, delivering, and managin...
Feb 26, 2020•31 min•Ep. 272
Subscribe to Modern Marketing Engine on your app of choice . Events have been a notoriously difficult marketing channel to measure when it comes to adding qualified leads to the sales pipeline. Much of that difficulty has been due to the limits of the technology marketers have used for years, but there are also shortfalls that have happened in the realms of strategy and planning that need to be addressed. Bernie’s guest on this episode of Modern Marketing Engine is Corey McCarthy, CMO of Socio—a...
Feb 19, 2020•31 min
