You can have the best product & go-to-market strategy, but if you don't have the right people in the right seats, it doesn't matter Conversely, if you are a stellar GTM professional but you pick the wrong company, you are set-up for failure. In 2023, we have a interesting paradox we are looking at: many folks (myself included) were laid off this year or in 2022 but many companies are struggling to find the right GTM talent even with the surplus of supply. Thankfully, Graham Locklear, a stell...
Nov 17, 2023•50 min
Cisco recently announced they were going to train 84,000 of their employees to become Linkedin influencers and create content on Linkedin. Employee advocacy at its finest. There are innumerable, ripple effect benefits for the employer and employee when employees build their own personal brands. But how do you get started and create a culture of employee advocacy, get over imposture syndrome and build your company's brand and your personal brand? I’ve learned a ton from interacting and watching N...
Nov 10, 2023•31 min
What if every advertisement you saw provided you value/impact/helped you solve a problem? Or, what if every ad gave you inspiration, encouragement, and entertained you? What if you were driving down the highway and the countless billboards you saw provided something of meaning and value to you in the advertisement; not just a weak promise to solve a problem if you give the company money? Not only have I seen this type of advertising work wonders to drive most efficient way to build brand affinit...
Nov 03, 2023•33 min
There is a misalignment between how buyers want to buy and how the B2B sales processes are set-up. G2 last year reported that 90% of the buyer's journey happen's before a buyer talks to a sales person. But many B2B buyer's have to sit through multiple sales conversation before they can get a demo or try a product. It's my opinion that those who provide impact the fastest (time to value ratio) will get the most customers at the most efficient cost. That's why my recent conversation with Natalie M...
Oct 27, 2023•28 min
I know you feel it. In today's highly saturated market, acquiring new B2B customers has become increasingly challenging. Traditional outbound marketing and sales efforts were followed by the rise of inbound marketing and marketing automation, which allowed for a more personalized approach to the customer's journey. However, as these channels and tactics become more accessible to everyone, their effectiveness is diminishing, leading to higher costs in customer acquisition. To combat this issue, f...
Oct 20, 2023•42 min
Let's be honest, creating content can be a bear. Whether it's for your own personal brand or for your organization. Brendon Hufford, a thought-leader in the B2B SaaS space around content and marketing came on the show to talk through his simple Content IP framework. Yes, this framework can help you get views but the real power is driving business outcomes & revenue. We discussed: Why building a category is less important than really going deep on your customer's problem How to create content...
Oct 13, 2023•35 min
With AI, the cost of creating great content is potentially going to go to zero. Google is also creating more zero click search results (SGE). So how will ranking on Google search change in the future? Gregory Brooks with SearchTides, an expert in all things SEO (search engine optimization) comes on the GTM News show to talk about the future of SEO as a go-to-market strategy. We discussed: What’s working now to get ranked on Google search Domain authority and how to analysis ranking factors What ...
Oct 06, 2023•46 min
We all get so many spam emails, sales calls, and people sending us annoying sales pitches on Linkedin. So, do the traditional outbound channels still work and if they do, how do we do it in the right way? Scott Martinis, a B2B outbound expert came on the show to shares his insights on how to stay ahead of the challenges of outbound. We discussed: - How to create the right type of outbound content - How to analysis your ideal customer profile & target the right prospects - How to reverse engi...
Sep 29, 2023•28 min
There is already so much content on the internet and AI is just getting started. So, how does your content stand out, continue to provide value, while driving revenue for your organization? Ross Simmonds, a dynamic content practitioner and expert in the B2B tech space, came on the show to shares his insights on how to stay ahead of the constant content changes. We discussed: - Selfless vs. selfish content - How to use AI to make your content better - How to use customer insights and research to ...
Sep 22, 2023•25 min
Video podcasts can be one of the most powerful ways to create content at scale, provide value, and build an audience you don't have to rent or pay for (owned media). Here are some of the benefits: - Create a lot of content to repurpose - Associate your brand with industry experts - Showcase customers and even have your prospects on! - Build an audience that you don't have to rent or try to earn - Tap into other peoples audiences This 1-hour long session I went behind the scenes on how I created ...
Sep 15, 2023•56 min
The stats for B2B sales teams hitting quota in 2023 are not great. Many organizations are struggling to hit pipeline goals. Any one in sales is under the microscope. Thankfully, there are folks like Samantha McKenna pushing the boundaries on how to effectively engage the modern buyer. On this week's show, she shared her thoughts on to engage your potential buyers. We discussed: Modern selling Specific social selling tactics How to leverage information online How to write a great outbound email A...
Sep 08, 2023•29 min
You've probably never heard of Klaviyo unless you are a Shopify customer or in the e-commerce space. I didn't know much about them either and totally looked up how to pronounce their name (more on that later.) So what's so special about Klaviyo? Klaviyo filed their S-1 to go public last Friday - As Tomasz Tunguz said in his newsletter "one of the first software companies to do so since the beginning of the economic downturn in late 2022. It’s a marvel of business with strong growth, great effici...
Sep 01, 2023•20 min
Building strategic partnership isn't a new concept. But one that is so important in 2023. There is so much noise in the market. The average person sees someone between 5,000 and 10,000 ads per day (Forbes) So how do you stand out? One amazing strategy is leverage partnerships with other organizations that serve your same ideal customer. Isaac Morehouse, CMO of Reveal and Co-Founder of PartnerHacker, shares their take on it: Nearbound...
Aug 25, 2023•29 min
As Bob would say, "the time are a changin" B2B buyers behaviors are fast catching up to B2C / consumer behaviors. Buyers don't want friction. They just want it now. McKinsey recently came out of report that stating about 70 percent of decision makers are prepared to spend up to $500,000 on a single e-commerce transaction. Higher than the report I read last year from them. Also B2B organizations reported their best sales channel was self-service e-commerce vs. in-person, video, phone, etc. This...
Aug 18, 2023•26 min
In 2023, on average only 1 in 3 sales reps are hitting quota in the B2B world. Sales outreach (email, cold calling, etc.) has seen dramatic diminishing returns. To add to it, sales tech stacks have only gotten more bloated, confusing, and unhelpful. Can AI help solve the outreach challenges and improve sales performance overall? In this week's episode of GTM News, Jake Dunlap shares his expertise on how B2B sales has evolved, reimagining sales tools, and how AI can potentially how solve many of ...
Aug 11, 2023•31 min
Why aren't your customers choosing you? Unraveling the magic of marketing starts with understanding human behavior. Each decision we make is a revealing dance of emotions, experiences, and influences. In this week's episode, Purna Virji, Principle Consultant at LinkedIn and author of the new book High-Impact Content Marketing, shared her thoughts on engaging your audience through content. With the proper understanding, marketers can choreograph this dance, turning potential customers into br...
Aug 04, 2023•29 min
Community-led growth is a buzz word and a very hot topic in the world of B2B go-to-market. But what is it really and how can your organization leverage this go-to-market strategy? There isn't just one size fits all and there are many different approaches to community-led growth. Kathleen Booth, SVP of Marketing & Member Experience at Pavilion on this week's show shared her insights from how Pavilion has grown their community. Couple of things I learned during our conversation: There are thre...
Jul 28, 2023•24 min
You don’t have a marketing problem. You don’t have a sales problem. You don’t have product problem. You don’t have a customer success problem. You have a go-to-market problem. On this week's show, Sangram Vajre, co-founder and CEO of GTM Partners, shares his wealth of insights around go-to-market and how every grow challenge you are facing ties back to an overarching GTM problem. Couple of takeaways for me: Net Revenue Retention: Double your revenue every 5 years without adding a single new cust...
Jul 21, 2023•21 min
Many organizations are struggling to hit pipeline and new revenue targets in 2023. This is why demand generation is such an important topic right now. Janelle Amos, Founder & Demand Gen Consultant shares her perspective on full funnel demand generation and how to unit your entire organizations around driving demand for your product.
Jul 14, 2023•29 min
(this is a recording from a live event from June 2023) Getting new B2B customers in 2023 is tough. Consider these stats: - 85% of buyer's journey happens before they talk to sales (Forester) - 95% of your target market isn't in market (Forester) - Customers see 5000+ ads daily (Forbes) But don't lose hope! Listen to a recording of a recent webinar I did on all things B2B marketing. Learn how to efficiently grow to $10mm ARR and beyond. Gain insights from my decade of B2B marketing experience; fa...
Jul 07, 2023•1 hr
We talk a lot about go-to-market strategies in marketing, sales, and customer success on this show. But all of that wouldn't work if we don't have a great products that customers love. Great marketing/sales/CS can't save a bad product. Dr. Else van der Berg and I discuss in this week's show how to build a B2B products or services that customers LOVE. Couple of take aways for me: Marketing/sales can’t save a bad product Competitive differentiation is not a marketing only problem Validate your ass...
Jun 30, 2023•29 min
This is probably my favorite topic we've done on the GTM.news show (sorry to the rest of my guests 😅) Because marketing and sales can be the most self-focused & inward departments in an organization: "My leads" - "My quota" - "Our revenue" Not only can this mindset suck the life out of you as a practitioner but the mindset DOESN'T WORK to actually drive impact for customers and your organizations. This is why an Outward Mindset is so important. Watch/listen to my conversation with Aaron Hil...
Jun 23, 2023•22 min
No one likes to be "nurtured" or in a "sales process" Buyers have way more control of their buying experience now and according to Forester 85% of the buyers journey happens before a buyer ever talks to sales person. 🤯 This is why demand generation is so important. It focuses on the entire buyers journey and how you can optimize it to drive better experiences for your buyers and more revenue for your company. Let's agree that generating crummy leads for sales isn't working the greatest. In this...
Jun 16, 2023•43 min
In this conversation we cover topics of how to systemize your B2B go-to-market and marketing through simple frameworks, processes and more. Get your organization pointing int the same direction to maximize efficiencies and accomplish your business objectives. Peter Mahoney is the co-author of "The Next CMO: A Guide to Operational Marketing Excellence" and is a self-described marketing nerd.
Jun 09, 2023•29 min
Just saying the "webinar" puts a bad taste in my mouth. They are usually either too salesy or too boring. But, done right can be a phenomenal way to build relationships at scale with your ideal customers and drive new revenue. Kris Sharma shares his strategy and formula for creating a truly helpful webinar for the audience. He also shares how to drive low cost registrations through a unique outbound strategies and much more.
Jun 02, 2023•32 min
Especially in the venture-backed B2B SaaS world, "growth at all costs" was the norm for awhile. Things have changed and that's why unit economics is so important for every person on your team to understand & help to optimize. Sam Jacobs opens up the spreadsheet and shares how you can grow at the RIGHT costs and ensure your business doesn't fail. WARNING: Buckle up as this conversation is not for the faint of heart but it's important for every person on your team to understand. You'll get a m...
May 26, 2023•28 min
On this episode with Julia Nimchinski, the conversation revolves around the future of go-to-market strategies and the role of technology in automating tactics. Julia Nimchinski shares the upcoming release of a new concept from Hype Cycle that expands the T-shaped marketer framework. We also delve into the importance of creating a great customer experience, siloed departments, and the use of AI in the go-to-market space. Additionally, the podcast explores the concept of unifying all departments a...
May 19, 2023•29 min
Daniel Weiner is the Founder of You Should Talk To and has been helping B2B organizations find the right marketing agencies & freelancers. He shares insightful ideas around what you should look for when searching for an agency, what questions to ask yourself, and how can agencies differentiate themselves.
May 12, 2023•29 min
B2B marketing is changing fast. Dennis Yu is known for his Dollar A Day ad strategy and other strategies that are still effective to this day. In our conversation, he shares his wealth of experiences across B2C and B2B digital marketing. From leveraging TikTok in the B2B space to how to create powerful derivative content, Dennis lays it all out for how to maximize your marketing dollars.
May 05, 2023•33 min
Mark Stouse is a powerhouse of marketing, go-to-market, and growth knowledge. Mark shared his thoughts on what go-to-market means for B2B and B2C organizations and how to leverage non-linear growth through effective GTM. #gtm #marketing #sales #growth #b2b #b2c #gotomarket
Apr 28, 2023•32 min
