Dan Balcauski (Principal Consultant, Product Tranquility) on how customer segmentation directly influences B2B pricing strategies. Dan did a deep dive into the value cascade, which includes use value, exchange value, perceived value, and willingness to pay.
Becky Lawlor (Head of Content and Research, Redpoint) on how to discover what content drives B2B buyers to act. Becky emphasizes the importance of original research-based content in B2B marketing. She also outlined the key pitfalls to avoid, revealed which content formats are valued by buyers, and offered some practical tips on conducting interviews and crafting customer stories.
Aya Saad (CEO, Vivian Agency) on how B2B companies can effectively utilize affiliate and influencer programs to propel growth. Aya highlighted what she believes the “untapped opportunities” are for B2B, and outline some of the key do’s and don’ts for successful affiliate and influencer marketing.
Laurier Mandin (President & CEO, Graphos Product) on how small B2B marketing teams can outperform larger competitors. Laurier highlighted how having a deep understanding of customer needs and developing a solid go-to-market strategy can lead to success. He also mentioned key pitfalls to avoid and provided actionable advice for validating a business, product, or service idea without a massive research budget.
Host Christian Klepp summarizes the B2B marketing highlights of 2024. He discusses the different B2B marketing categories, talks about the guests, and provides tips on what the audience would find useful in each episode.
Wes Bush (Founder, ProductLed) on how to create a winning B2B product strategy. Wes explained why he believes product-led growth (PLG) is only half the story, and what pitfalls product marketers should avoid. He also elaborated on the need for a solid system, growth process, and lean team.
Elzie Flenard III (Founder & CEO, Podcast Town) on how B2B companies can build strong communities for growth. Elzie advised against quick, superficial, and transactional efforts and emphasized the need for intentionality, understanding the audience, and building trust. He also discussed the key pitfalls to avoid and provided examples of how communities can help B2B companies become authorities in their niche.
Eisha Armstrong (Executive Chairman & Co-Founder, Vecteris) on how to effectively promote productized B2B services for maximum impact. She explained why the successful commercialization of productized offerings are much more than marketing campaign and training sellers. She also highlighted the main pitfalls to avoid, what the biggest obstacles are when companies productize, and how they can get to revenue faster and more efficiently.
B2B content expert Jamie Woodbridge (Co-Founder, TheInboxClub) on how to implement better B2B email marketing campaigns. Jamie discussed the untapped potential of email marketing and the importance of first-party data and high-quality subscribers. He also highlighted the pitfalls to avoid, key metrics to focus on, and how data privacy and AI impact email marketing.
Jessica Deckinger (Operating Partner, Clearhaven Partners) on how B2B companies can use videos to improve every part of the customer journey. During our conversation, Jessica dispels the common misconception that video production is a huge endeavor that requires specialized skills and expensive resources. She also highlights which pitfalls to avoid, and how to get internal buy-in.
Hamish Knox (CEO, Sandler Calgary) talks about how B2B sales and marketing can work together to generate better results. He explained why this conflict persists and what pitfalls to avoid. He also provided actionable tips on how marketing can proactively work with sales and how to get them involved in upcoming marketing initiatives that will resonate with customers.
Dale Thomas (Founder, ActionableOps) on how B2B marketers can leverage AI for market research. During our conversation, Dale reiterated the importance of embracing the use of AI for research purposes. He also highlighted the pitfalls to avoid and how B2B marketers can better organize their approach when they plan for market research, find experts, and synthesize data.
Indrek Poldvee (Chief Executive Officer, B2B Growth) on how B2B marketers can leverage the untapped potential of LinkedIn. Indrek explained what LinkedIn’s untapped potential is and what pitfalls to avoid. He also highlighted the importance of having a good LinkedIn profile and why an understanding of your target audience, having the right strategy, and the right messaging are paramount. He provided us with some actionable tips.
Jessica Malnik (Founder, JM Content Group) on how marketers can build a content moat that creates lasting results for B2B brands. She talked about why she thinks the current B2B content marketing playbook is broken. She also highlighted the pitfalls that B2B content marketers should avoid, what the content moat consists of, and how content marketers can use AI ethically.
James Hipkin (CEO & Founder, Inn8ly) on how avatars of your target audience and buyer’s journey maps are crucial to B2B marketing success. James elaborated on the pitfalls that marketers should avoid and what important aspects of customer research they should focus on. He also provided tips on how to get internal buy-in to conduct the relevant research.
Shreya Banerjee and Paul Counts (Co-Founders of Marketing Counts) on how to build profitable organic B2B content strategies. Shreya and Paul highlighted the pitfalls to avoid and provide tips on the type of research that should be conducted. They also explained why a well-defined customer avatar and a mix of content types are important, and which metrics to pay attention to.
Dilara Cossette (Founder & Head of Demand Generation, Focus Image Pro) on how marketers can leverage social selling through brand ambassadorship. Dilara explained the importance of personalization and being intentional in content creation. She elaborated on how to get buy-in for social selling, and how to work with subject matter experts (SMEs) and obtain testimonials.
Ren Agarwal (CEO, StoryAZ Studio) talks about the instrumental role that marketers can play in a global crisis. He elaborated on the new skills and approaches marketers need to address expected and unexpected volatility. He also provided advice on how teams can better prepare their organizations internally to respond to external challenges.
Eisha Armstrong (Executive Chairman & Co-Founder, Vecteris) on how B2B companies can successfully sell and market productized services. Eisha talked about the “7 deadly sins of productization” and highlighted the challenges to transitioning from a customized to a productized approach.
Marketing Max (Founder, Marty Capital) on how B2B marketers can identify what’s not working and effectively fix their marketing efforts. Max talked about the pitfalls that marketers should avoid and highlighted the importance of having clear messaging, consistent touchpoints, and understanding customer needs.
Donnie Boivin (CEO, Success Champion Networking) about how B2B marketers and other professionals can harness the power of networking for growth. During our conversation, Donnie highlighted why most networking falls flat, what pitfalls to avoid, and the importance of having a networking and follow-up strategy.
Ton Dobbe (Founder/Chief Inspiration Officer at Value Inspiration) on how B2B SaaS companies can become more remarkable and discover their hidden values. Ton talked about the pitfalls that B2B SaaS companies should avoid, how they can uncover “invisible things”, and provided some actionable tips on how they could become unique and ignite further growth.
Chris Mercer (Co-Founder, MeasurementMarketing.io) about how B2B marketers can effectively leverage data in a way that’s actionable and generates better results. During our conversation, Mercer highlights the pitfalls to avoid and walks us through the process of developing the right measurement marketing approach.
Robb Conlon (Founder, Westport Studios) on how companies can incorporate podcasts into their marketing strategy. Robb discussed why there are many untapped opportunities in B2B podcasting and which pitfalls to avoid. He also explained how to get buy-in from senior management for podcasts, the importance of understanding who your ideal listeners are, and provided actionable tips.
Jeff Coyle (Co-Founder and Chief Strategy Officer, MarketMuse) on how companies can utilize SMEs for strategic differentiation. He explains why “the rise of the SME” is already here and what pitfalls marketers should avoid. He also talks about how to get buy-in from SMEs, and how they can shed light on key insights that will be instrumental in creating the right marketing assets.
Gee Ranasinha (Founder & CEO, KEXINO) on how marketers can build trust with senior management and other business units. Gee discussed the pitfalls marketers should avoid, the importance of understanding your audience, and why it’s imperative to find those internal champions within the organization.
Naomi Soman (Founder, Storylogick Consulting) on how B2B marketers can develop the right personas to adapt the B2B messaging across the funnel. Naomi highlighted the pitfalls to avoid and how marketers can leverage customer research to create personas that are actually useful.
Joe Sweeney (Content Marketing Strategist, The Content Marketing Commute) on how B2B marketers can develop truly differentiated content. Joe highlighted the pitfalls to avoid and discussed the importance of conducting research and why B2B marketers should build relationships with subject matter experts (SMEs).
Dr. Masha Petrova (CEO, Nullspace) on how B2B marketers can market complex products to engineers. Masha talked about the pitfalls to avoid and how marketers should probe properly to extract better insights from engineers. She also talked about the importance of finding an engineer who can be the subject matter expert and advocate for the company.
Sam Dunning (Founder, Breaking B2B) about how companies should create websites for revenue, not vanity. Sam highlights the “deadly sins” of B2B websites, how to fix them, and which SEO pitfalls to avoid. He also leaves us with some actionable tips on how to build SEO from scratch for your website.
