In this episode, Neil Patel, the man behind CrazyEgg, NP Digital, Kissmetrics, and Ubersuggest, joins us to discuss content promotion and distribution in the B2B SaaS space. Here are some key timestamps from the conversation you might want to jump to: 3:25 Neil shares how there wasn't any specific path or solution that led to where he is today and how it is more about being patient and doing things for a long time and learning from mistakes 5:00 What to do if you have a hard time getting your co...
Nov 22, 2021•22 min•Season 1Ep. 104
This episode is a Takeover Episode, where a valued listener of The ABM Conversations Podcast takes over as the host. Katheriin Liibert, Head of Marketing at Outfunnel, takes over as the host (from Yaag). Merily Leis, the Head of Marketing at Klaus, one of the fastest-growing B2B SaaS companies in Europe, joins the show to share her insights on how any B2B SaaS company can do ABM without having a dedicated ABM function. In this episode, she talks about: --> How practicing ABM has helped Klaus ...
Nov 15, 2021•31 min•Season 1Ep. 103
In this episode, Steve Watt, the Marketing Director at Seismic, the global leader in sales enablement, joins us to discuss how to get 1% better every week at social selling and sales enablement. Steve talks about: --> What is social selling? And how it connects to ABM? --> How to be authentic on social platforms? --> How to connect social selling and brand advocacy --> Setting goals for social selling and sales enablement and measuring it --> Why and how does Challenger Sales aid ...
Nov 08, 2021•52 min•Season 1Ep. 102
In this episode, Sangram Vajre, the Chief Evangelist and co-founder of Terminus and the host of The FlipMyFunnel Podcast, joins us to discuss the MOVE Framework -- an actionable framework for Go-To-Market (GTM). He talks about: --> Why is GTM not a strategy but rather a product of its own --> 6 major truth bombs about Go-To-Market --> Stages of market maturity, and how GTM transforms at each stage --> What is the MOVE framework? What's the right maturity stage for applying it? -->...
Nov 01, 2021•58 min•Season 1Ep. 101
In this episode, Katelyn Bourgoin, popularly known as 'The Customer Whisperer,' the CEO and lead trainer at Customer Camp, joins us to discuss Trigger Events --i.e., what triggers people to buy. She talks about: --> The synergy between marketing and psychology, and how can marketers leverage it --> Why is the 'when' and 'why' more important than who bought your product --> How can marketing make the best of Jobs To Be Done? --> Why is there a general resistance for marketers talking ...
Oct 25, 2021•58 min•Season 1Ep. 100
This episode is a Takeover Episode, where a valued listener of The ABM Conversations Podcast takes over as the host. Scott Marker, the Chief Evangelist Officer & Founder at MSA², takes over as the host (from Yaag). Megan Bowen, the COO & CCO at Refine Labs, joins the show to share her insights on building the customer success function during the early stages of your startup. She talks about: --> Why is it not enough to ensure the marketing and sales alignment but include customer succ...
Oct 18, 2021•46 min•Season 1Ep. 99
In this episode, Rafi Ozick, the founder and CEO of Privatise, the company disrupting cybersecurity with one click enterprise network security, joins us to share his expertise on marketing cybersecurity products. He talks about: --> How cybersecurity can be marketed for its benefits rather than always being seen as a pain reliever --> The need for investing in securing remote workers --> How cybersecurity can be positioned as a productivity tool --> Competing with bigger brands with ...
Oct 11, 2021•33 min•Season 1Ep. 98
In this episode, Khalid Saleh, the founder and CEO of Invesp, joins us to discuss Conversion Optimization and shares his decades of experience on how to get it right. He talks about: -->What conversion optimization is and is NOT? And why is conversion optimization prioritized way more in ecommerce than B2B SaaS companies? --> What to expect as an outcome from Conversion Rate Optimization? --> How to layout a conversion optimization plan and the factor to account for? --> The conversi...
Oct 04, 2021•56 min•Season 1Ep. 97
In today's episode, Sam Mallikarjunan, the CEO & Co-Founder of OneScreen, an AI-powered Market Network, joins us to share his insights on what a market network is, and how it bridges the gap in today’s marketing and advertising. He speaks about: --> The clever campaign that got him hired at Hubspot back in the day --> What a market network is, and how it works? --> How Out of Home (OOH) advertising can bridge the marketing and advertising gap --> What are micro-moments? How to ca...
Sep 27, 2021•30 min•Season 1Ep. 96
In this episode, Guy Bauer, the Founder and Creative Director at Umault - a B2B video marketing agency based out of Chicago, joins us to share his insights on how B2B marketers can get better at video marketing and the key mistakes to avoid. He talks about: -->Why it's important to focus on the ideas more than the video production --> How is writing a script for a web page or any piece of written content different from writing a video script? --> The process of developing ideas for vide...
Sep 20, 2021•51 min•Season 1Ep. 95
In this episode, Kevin Maney, the founding partner at Category Design Advisors (CDA), a bestselling author, and an award-winning columnist, joins us to discuss CEO Storytelling, i.e. how to build a narrative. He talks about: --> How does a narrative really work especially when you are competing with a better product? --> The process to identifying your strategic PoV --> 5 step process to translate a PoV into a narrative --> Do narratives come with an expiry date? --> What holds ba...
Sep 13, 2021•52 min•Season 1Ep. 94
In this episode, the Obviously Awesome April Dunford, the positioning hegemon with 25+ years of experience, joins us to discuss and debunk all possible confusions and misunderstandings around positioning. She talks about: --> What exactly is positioning (in the SaaS context), and why are very few companies able to nail it? --> How positioning is different from messaging? --> Signals that tell you that it is time for you to reposition --> The 10 step positioning process --> Why cat...
Sep 06, 2021•58 min•Season 1Ep. 93
In this episode, Raul Galera, the Chief Advocate at ReferralCandy, joins us to discuss how you can leverage referrals and partnerships the right way for customer acquisition. Raul has been leading ReferralCandy's partnership efforts for the past five years, working alongside marketing agencies, media and tech companies. He throws light on: --> How loyalty and referrals improve customer acquisition and retention --> The right time or stage to adopt a referral system --> The set of things...
Aug 30, 2021•35 min•Season 1Ep. 92
In this episode, Brett McGrath, VP of Marketing at The Juice (a curated discovery platform for B2B content), joins us to share his insights and experience on reducing friction in B2B content experience and earning prospect’s trust. He talks about: --> What is frictionless content, it’s anatomy and how one can leverage it --> 1:many content vs 1:1 content --> What content curation really means and how to leverage curation to reduce the friction between consumers and content --> The di...
Aug 23, 2021•39 min•Season 1Ep. 91
In this episode, Nir Eyal, most known for his book 'Hooked' and 'Indistractable', joins us to discuss some interesting facets of Consumer psychology, product engagement, and ways to keep yourself away from distractions. Nir talks about: --> How tech and social media are not necessarily 'addictive.' --> How shows like 'Social Dilemma' are selling you the wrong narrative, despite knowing the antidote --> What is a placebo button, and how it helps? --> The difference between 'being mani...
Aug 16, 2021•46 min•Season 1Ep. 90
In this episode, Hiten Shah, the founder of Nira, who also co-founded CrazyEgg and Kissmetrics, joins us to share his observations and insights on "How user research can help your product become more relevant to your customers and sometimes even pivot to a new direction?" He talks about: --> What should one look for in user interviews? --> Why did he and his team pivot from FYI to what is now called Nira? --> The 3 different types of pivots --> The EAT method/framework for prioritizi...
Aug 09, 2021•36 min•Season 1Ep. 89
In this episode, Andrei Zinkevich, the co-founder of Fullfunnel.io, joins us all the way from Croatia to share his insights on the misconceptions around Account Based Marketing and some of the mistakes we can avoid. He talks about: --> What ABM is and isn’t, and the fundamental misconceptions --> The common mistakes in B2B, when it comes to demand generation --> A framework and approach to account-based demand generation --> Case study: The ABM campaign that resulted in 2320 signups,...
Aug 02, 2021•1 hr•Season 1Ep. 88
In this episode, Eddie Yoon, the founder of Eddie Would Grow, the world's leading expert on super consumers and the co-creator of Category Pirates joins us to share his insights on 'How to identify your super consumers and also be thoughtfully aggressive?' He talks about: -->Who are super consumers and how are they different from what we call ‘power users’ in Saas? --> How should one go about identifying their superconsumers? --> Transitioning from selling rationally to selling to aspir...
Jul 26, 2021•1 hr 11 min•Season 1Ep. 87
In this episode, Anco Scholte her Horst, the CEO of Freedom Internet, joins us to discuss how to build a marketing organization that has customer privacy embedded in their DNA. He shares his insights on: --> Building privacy by design --> The kinds of information that companies collect about their customers that aren't actually necessary --> The balance between personalization and privacy --> Their lawsuit against Salesforce and Oracle --> Their marketing dossier that doesn't push...
Jul 19, 2021•38 min•Season 1Ep. 86
In this episode, Nemanja Zivkovic, the CVO of Funky Marketing joins us on the show, to discuss how to best leverage LinkedIn for demand generation and growth. He talks about: --> How he used LinkedIn to go from a solopreneur to the fast growing Funky Marketing team they have today --> Their approach to content creation and distribution on LinkedIn --> The trade off between ads and organic marketing, and what could be an ideal balance --> How can you leverage LinkedIn pages the right ...
Jul 12, 2021•57 min•Season 1Ep. 85
In this episode, Dennis Yu, the CEO of BlitzMetrics, who also has held leadership positions at Yahoo! and American Airlines, joins us to break the myths around personal branding. He talks about: --> What a personal brand means, and more importantly what it is not --> How perceived authority is not equal to 'fake-it-until-you-make it' --> The myths around personal branding --> A framework for building a sensible personal branding that's not all 'me-me' --> 3x3 method for content cr...
Jul 05, 2021•49 min•Season 1Ep. 84
In this episode, Matt Johnson, the founder and CEO of Pursuing Results, a Done-for-You podcasting agency for business coaches, consultants and thought leaders joins us to share his insights on how can introverts channel their energies into marketing effectively and not get drained by being on social media all day. He talks about: --> How you can cut through all the noise without being bombastic, personality-driven or showing up louder and more frequently than your competitors --> His micro...
Jun 28, 2021•46 min•Season 1Ep. 83
In this episode, Pierre Custeau, the CTO at MRP, the only enterprise class predictive ABM platform, joins us to share his insights on how to execute ABM the right way for enterprise accounts. He talks about: --> What is enterprise ABM and how the execution differs compared to SMBs --> What piece of the ABM puzzle does predictive analytics solve for --> The use of real-time AI in ABM campaigns --> Common pitfalls in enterprise ABM --> Capturing one-off and asynchronous conversation...
Jun 21, 2021•52 min•Season 1Ep. 82
In this episode, the legendary Rory Sutherland, the Vice Chairman of Ogilvy UK and the founder of the Behavioural Science Practice joins us to share his insights on leveraging behavioral economics for better marketing. He talks about: --> The fundamental logic behind branding and how the approach towards it has changed since January 2020 --> The purpose of ads and how it's not merely transactional --> How marketing contributes to revenue --> Why the biggest progress in marketing, in ...
Jun 14, 2021•1 hr 4 min•Season 1Ep. 81
In this episode, Steffen Hedebrandt, the co-founder and Chief Revenue Officer at Dreamdata, joins us to share his years of experience in measuring the ROI of marketing investments. He talks about: --> The factors/components that go into attributing revenue --> What attribution to pipeline means? How is it different from revenue attribution --> Attribution models and how to select the right attribution model for you --> How you to map the customer journey for a B2B SaaS company -->...
Jun 07, 2021•54 min•Season 1Ep. 80
In this episode, Mark Evans, the founder and principal at Marketing Spark joins us to share his insights on how to get better at brand storytelling. He talks about: --> The biggest struggle companies have in connecting their stories with their audience --> What makes for an engaging story? --> What are the factors that go into differentiation? --> Building a core messaging document for organizations --> Who is the messaging and story intended towards? Users or buyers? --> What ...
May 31, 2021•40 min•Season 1Ep. 79
In this episode, Bob Moesta, who pioneered the Jobs-to-be-Done (JTBD) framework in the mid 90's, alongside the Harvard Business School Professor Clayton Christensen, joins us to discuss 'why your customers really buy from you – using the Jobs to be Done FrameWork' He shares his insights on: -->What is the Jobs To Be Done (JTBD) framework? And how can it change the way a product is marketed --> The key pillars or elements of the JTBD framework and how it works --> Uncovering the real sto...
May 24, 2021•43 min•Season 1Ep. 78
In this episode, Seth Godin joins us to share his 40+ years of experience and insights on -- “How to be sensible in the modern marketing world ” He talks about: --> What separates a brand from the me-toos --> What's the difference between category creation, differentiation, niching down and positioning --> The misunderstanding around going niche --> The misunderstood concept of failing fast, and mistake vs blunder --> How to identify your early adopters --> The mindset that mar...
May 17, 2021•36 min•Season 1Ep. 77
In this episode, Tim Soulo, the CMO at Ahrefs, talks about getting real with content marketing and the need to go beyond the so-called best practices. He shares about the evolution of Ahref's marketing strategy and their approach to content marketing. Some of the key points Tim discusses in this episode includes: --> Why they came up with a 'pay $7 for a seven day trial period', even if that meant a hurdle to people trialing for the first time --> Ahref's in-house model for scoring content...
May 10, 2021•42 min•Season 1Ep. 76
In this episode, Aditya Kothadiya, CEO of Avoma, shares his insights on achieving product-market fit with a lean organization. He talks about: --> How to validate your product or features in the initial stages --> Saying no to certain product feature requests, investments and hires --> How to democratize customer intelligence across sales, product teams, marketing teams and customer success --> The missing collaboration piece between marketing and sales --> Misconceptions around p...
May 03, 2021•48 min•Season 1Ep. 75
