B2B Marketing Exchange
Episodes
Why B2B Marketing Teams Need To Think BRAVE
19 Feb 2025
Contributed by Lukas
In this special season 11 finale, host Klaudia Tirico sits down with Lindsay Tjepkema, founder of Human Brands Win and keynote speaker at the upcoming...
Demystify Your GTM Strategy With The 9 “Cs”
12 Feb 2025
Contributed by Lukas
In today's always-on and cluttered marketing landscape, getting closer to the customer is more challenging than ever. With so many new technologies, t...
Building Predictable Pipeline With Matt Heinz
05 Feb 2025
Contributed by Lukas
We're less than a month out before B2B Marketing Exchange West in Scottsdale, and the final planning stages are in full force. On today's episode of t...
Creating Effective Brand Messaging That Drives Revenue
29 Jan 2025
Contributed by Lukas
We're constantly hearing about the importance of storytelling in B2B, but Kate DiLeo, a brand strategist specializing in brand positioning and messagi...
Award-Winning AI Strategist Shares A Practical Blueprint For AI-Powered Team Success
22 Jan 2025
Contributed by Lukas
As AI continues to make waves in B2B, we have to remember the true competitive advantage lies in how we leverage the technology itself to enhance the ...
How Cisco Re-imagined Its Demand Strategy To Maximize ROI
15 Jan 2025
Contributed by Lukas
In this episode of the B2BMX Podcast, you’ll get a glimpse into the work of Britney Bartlett, VP of Global Field Marketing for Cisco. Cisco competes...
A Lesson In Behavioral Science & How To Apply It To B2B Marketing
08 Jan 2025
Contributed by Lukas
We’re kicking it back to Alpharetta, GA this week to replay a unique keynote from B2BMX East. Tune in now for an introduction to Behavioral Science,...
Reimagining ABM With AI
18 Dec 2024
Contributed by Lukas
There are a lot of questions surrounding modern ABM. Specifically: How can we cover more accounts and how can we use AI to accelerate the process? ...
Expert Advice On Scaling ABM With Agent3 And ServiceNow
11 Dec 2024
Contributed by Lukas
As budgets shrink, the pressure on marketers is greater than ever before. Meanwhile, CMOs are now expected to evidence how they are driving higher-qua...
Expert Perspectives Of Scaling ABM With Minimal Budgets
04 Dec 2024
Contributed by Lukas
At B2BMX East in Alpharetta, GA, host Klaudia Tirico sat down with Claire Noble and Michael Taylor of Agent3, and Gemma Davies of Service Now to discu...
The Important Role Of Empathy In Marketing Strategy & Messaging
27 Nov 2024
Contributed by Lukas
Research shows that 90% of consumers expect brands to display empathy with them through the brand’s messaging, while 97% of customers say empathy is...
How Content & SEO Strategy Can Turn Your Website Into A Lead Gen Machine
20 Nov 2024
Contributed by Lukas
Want the secret sauce for diversifying lead gen sources and using digital content to generate warmer, low-cost leads? Don’t miss this session replay...
The Power Of Content Curation
13 Nov 2024
Contributed by Lukas
B2BMX is all about bringing real practitioners together to talk through real challenges and share solutions to real problems and industry trends. Toda...
Strategies For Successfully Mastering Revenue-Driven ABM
06 Nov 2024
Contributed by Lukas
You heard our conversation with Nadia Davis of PayIt from the show floor at B2BMX East in Alpharetta, GA last week; now it’s time to dive deeper int...
Building A Strong Operational Base For Effective Account-Based Marketing
30 Oct 2024
Contributed by Lukas
Nadia Davis is the Senior Director of Revenue Marketing and Marketing Operations at PayIt, a government tech SaaS company serving 100 million people a...
The State Of Demand Gen
25 Sep 2024
Contributed by Lukas
The final episode of our milestone Season 10 is here, and we're closing out with a top-rated panel discussion from B2BMX West in Scottsdale this past ...
Striking The Right Balance Between Demand Gen & ABM
18 Sep 2024
Contributed by Lukas
The traditional boundaries of demand generation and account-based marketing are blurring, and the need for a more integrated and strategic approach to...
AI's Role In Accelerating Go-To-Market Strategy, with Lookout's Deb Wolf
11 Sep 2024
Contributed by Lukas
Research shows that companies that have leading digital and AI capabilities outperform laggards by two to six times on total shareholder returns (TSR)...
Leveraging AI To Orchestrate Human-Centric B2B Marketing with Daniel Englebretson
04 Sep 2024
Contributed by Lukas
In today’s AI-driven B2B environment, the true competitive advantage lies not in the technology itself but in how it’s leveraged to help marketers...
The Golden Ticket To Building A Pipeline Acceleration Campaign, with Nexthink
28 Aug 2024
Contributed by Lukas
If you've spent hours looking at a stuck pipeline with the thought: "How can us as marketers do more to help accelerate this," this new episode of the...
An ABM Framework That Caters To Modern B2B Buyers, with Ex-Googler Steve Armenti
21 Aug 2024
Contributed by Lukas
The buying experience in B2B has and continues to change dramatically. Buyers are now more informed and demanding than ever before, and they expect a ...
Why Your ABM Program Is Failing (And How To Fix It), with Mason Cosby
14 Aug 2024
Contributed by Lukas
Account-Based Marketing has been a staple in B2B for quite some time. Yet, the practice feels newer than ever as the industry evolves. But Mason Cosby...
Creating Content That Keeps Customers Coming Back (& Begging For More!)
07 Aug 2024
Contributed by Lukas
To build strong relationships with existing customers, research shows 84% of B2B marketers are relying on content marketing. With modern customers dem...
No Fluff, All Action: 5 Intent Data Tactics You Can Use Right Now
31 Jul 2024
Contributed by Lukas
There's a lot of talk around intent data and ABM, but not nearly enough real examples on how to use it. But OpenSesame’s Director of Growth Marketin...
Your Cheat Sheet For Understanding & Acting On Intent Data w/ Sarah Sehgal
24 Jul 2024
Contributed by Lukas
All this talk about intent data is enough to get every marketer’s head spinning. There’s a lot to process and understand, and not enough expert co...
A Crash Course In Creative Authenticity For Content Creation W/ Dana Harder
17 Jul 2024
Contributed by Lukas
In the ever-evolving world of B2B marketing, content is still king. But the generic, static content of the past will no longer resonate with the moder...
Navigating The Product Perception Paradox with NinjaCat's Jake Sanders
10 Jul 2024
Contributed by Lukas
At the B2B Marketing Exchange, speakers, experts, attendees and even staff have always emphasized the fact that "B2B doesn't have to be boring." And t...
The Challenges Of Managing The Complex Martech Landscape
26 Jun 2024
Contributed by Lukas
As the newly appointed President of Pipeline 360, a provider of B2B demand gen tools, Tony Uphoff is keeping busy bringing the company's future plans ...
Embracing AI & Experimentation In Content Creation With Forrester's Phyllis Davidson
19 Jun 2024
Contributed by Lukas
When we think of Taylor Swift, we can't help but realize how much she has pushed the envelope and evolved creatively to please her audience. She knows...
The Blueprint For A Winning GTM Strategy With Pam Didner
12 Jun 2024
Contributed by Lukas
The B2B Marketing Exchange Podcast is back for Season 10, and hosts Klaudia Tirico and Kelly Lindenau are excited to get back on the mic to celebrate ...
Turbocharge Your Growth Engine In Today’s Economy, With Forrester’s John Arnold
21 Feb 2024
Contributed by Lukas
We’re wrapping up Season 9 of the B2BMX Podcast today, with a very special replay from our friends at Forrester. During the B2B Sales & Marketin...
Building A Winning Brand Pitch With Brand Strategist & Author Kate DiLeo
14 Feb 2024
Contributed by Lukas
We're just days away from the 2024 B2B Marketing Exchange and the team is buzzing around to put the icing on the event planning cake. To get our B2B c...
How To Become The Experience Maker At Your Organization: Tips From Author & B2BMX ‘24 Keynote Speaker Dan Gingiss
07 Feb 2024
Contributed by Lukas
Customer expectations are constantly evolving and that means, no matter what your title or job description is, it's critical to view business problems...
Two Marketers, One Candid Conversation About Lower Funnel B2B Marketing + The Challenges That Come With It
31 Jan 2024
Contributed by Lukas
Let’s face it, your B2B company is not really a household name…yet. Unlike, say, Doritos, your logo likely wouldn’t get recognized if it came wi...
Remedies For Misaligned Marketing & Sales Teams (Spoiler Alert: It Starts With Relationship Building)
24 Jan 2024
Contributed by Lukas
The challenges of sales and marketing alignment are a tale as old as time. While research shows the gap is closing, many organizations have yet to mas...
Uncovering New Revenue Remedies & Realities
17 Jan 2024
Contributed by Lukas
It’s a turbulent time to be a CRO: Revenue leaders are tasked with uncovering new revenue opportunities and confronting the realities of implementin...
Connecting & Empowering Women in Revenue
10 Jan 2024
Contributed by Lukas
The Women in Revenue movement is a powerful initiative to unite dynamic women from various B2B industries who play vital roles in revenue generation. ...
Reframing Productivity: A Holistic Approach To Well-Being & Peak Performance
03 Jan 2024
Contributed by Lukas
As the “quiet quitting” discussion continues across a variety of industries, brands are rethinking how they manage their human resources. Prioriti...
Navigating The Challenges Of Growing A B2B Marketing Program
20 Dec 2023
Contributed by Lukas
Every step of the marketing journey presents unique obstacles and opportunities, whether it’s building brand awareness or generating high-quality le...
Unlocking Success: How To Scale Your B2B Marketing Program For Company Growth
13 Dec 2023
Contributed by Lukas
In today’s episode, Hosts Klaudia Tirico and Kelly Lindenau roll the tape of a B2B Sales & Marketing Exchange session hosted by Nirosha Methanan...
Cracking The Marketer's Paradox: Scaling & Achieving More With Less
06 Dec 2023
Contributed by Lukas
Marketers are constantly looking out for ways to scale their efforts and achieve more with less. However, this is challenging in today's saturated m...
The Art Of Urgency: How To Let Customer Needs Guide Your Segmentation Strategy
29 Nov 2023
Contributed by Lukas
Marketers might not know it, but their segmentation and persona strategies might be hurting them. The urgency of customer needs should drive segmentat...
Crafting Compelling Stories: How B2B Marketers Can Connect With Customers
15 Nov 2023
Contributed by Lukas
Standing out from the crowd is essential in B2B marketing, but it’s difficult to truly connect with customers on a deeper level. By harnessing the p...
Using AI To Bring Your Marketing Stories To Life
08 Nov 2023
Contributed by Lukas
In a world filled with endless content and fleeting attention spans, captivating your audience has become more challenging than ever. But fear not, fo...
Unleashing The Power Of Sales Enablement: Strategies For Consistency, Collaboration & Success
01 Nov 2023
Contributed by Lukas
In the keynote session at the 2023 B2B Sales & Marketing Exchange this past August, industry thought leader and author Roderick Jefferson dove int...
Turning Challenges Into Opportunities: The Power Of Innovation In Marketing
02 Aug 2023
Contributed by Lukas
Innovation has always been a game-changer in the marketing world, constantly shaping and reshaping strategies to stay ahead of the curve. But what hap...
Sales Reps: How To Avoid The Car Salesman Stereotype
26 Jul 2023
Contributed by Lukas
As the world shifts and adapts to new ways of living and working, so are B2B buyers! Sellers must adjust their tactics to meet new demands. People don...
Secrets From The CIA: What B2B Sales Can Learn About Closing Deals
19 Jul 2023
Contributed by Lukas
When it comes to closing deals, there's no one better at it than the CIA. They are experts in the art of persuasion and building long-lasting relation...
Maximizing Marketing & Sales Alignment With AI
12 Jul 2023
Contributed by Lukas
In the fast-paced business world, companies are always looking for smarter ways to align sales and marketing teams to achieve shared goals and objecti...
Finding Your Edge In The Sea Of Sameness
05 Jul 2023
Contributed by Lukas
In today's crowded and ever-evolving market, marketers are increasingly working to create content that stands out. However, the key to success lies in...
Changing The Game: How Customer Retention Can Double Your Revenue
28 Jun 2023
Contributed by Lukas
For some, marketing is all about leads, leads and more leads. But according to industry veteran Sangram Vajre, Co-founder and CEO of the new go-to-mar...
How To Treat Content Creation Like A Cocktail Party
21 Jun 2023
Contributed by Lukas
Successful B2B content is all about its intended audience. Think of it as a fancy cocktail party: If you only talk about yourself, everyone will bail ...
How Southwest Airlines Keeps ABM Simple To Drive Engagement & Revenue
14 Jun 2023
Contributed by Lukas
Many businesses believe ABM requires complex technology systems and strategies, but the team at Southwest Airlines begs to differ. They kept it simple...
How To Execute A Multichannel ABM Campaign
07 Jun 2023
Contributed by Lukas
Most B2B marketers are seeking new ways to create more integrated and comprehensive strategies to help them reach the right accounts across multiple c...
Rising To The Challenge: How B2B CMOs Are Thriving Amidst Disruption
31 May 2023
Contributed by Lukas
In the B2B world, disruption is inevitable. However, how companies respond to these disruptions is what sets them apart. As the world becomes more com...
How To Correctly Apply AI To B2B Marketing
24 May 2023
Contributed by Lukas
In today's world of digital-first strategies, applying AI to your marketing efforts may be just what you've been looking for. But as AI technology is ...
Are You Ready To Trust The Machines?
17 May 2023
Contributed by Lukas
Sure, ChatGPT is innovative — but what does it mean for humans? Will content marketers be replaced? Or will AI enable them to do their job better an...
Breaking The Mold: How Creativity In B2B Marketing Can Set You Apart
10 May 2023
Contributed by Lukas
In today's competitive marketplace, you need to stand out from the crowd and connect with potential clients in new and exciting ways. For Aleksandra P...
Finding Your ABM Tribe
03 May 2023
Contributed by Lukas
While ABM is a powerful way to target and engage with specific audiences, there isn’t one singular path to success. Forrester research shows ABM pra...
How Esquire Bank Uses Data, Tech & Content To Fuel Hyper-Personalized Campaigns
26 Apr 2023
Contributed by Lukas
Data, technology and content have become the cornerstones of modern marketing — and they work together to create powerful campaigns that connect wit...
Season 8 Teaser: Spinning the Wheel!
19 Apr 2023
Contributed by Lukas
Looking forward to our eighth installment of the B2BMX podcast? Us too! So much so that we decided to spin things up on the show floor at our latest B...
Making Marketing & Sales Alignment Dreams a Reality
22 Feb 2023
Contributed by Lukas
It's the dream that marketers and salespeople have been chasing since long before they were given those titles: Perfect alignment between marketing an...
How To Create Value For Your Customers & Business
15 Feb 2023
Contributed by Lukas
The concept of “value creation” is growing in popularity as brands look to improve business performance and maximize customer value. For Michael R...
Strategies For Providing Buyers With Personalized Digital Experiences
08 Feb 2023
Contributed by Lukas
In today's marketing landscape, no one wants to feel spammed or bombarded with ads, which is something marketers traditionally struggled with when try...
How Photogrammetry & Web3 Fit Into B2B Marketing
01 Feb 2023
Contributed by Lukas
Modern B2B marketers can captivate their customers and amplify their campaigns with state-of-the-art experiences, utilizing everything from interactiv...
How Harry Potter Helps Slalom Tackle Global Marketing Training, DE&I Initiatives
25 Jan 2023
Contributed by Lukas
Sometimes, a shared passion is all you need to create a spark that can fuel ongoing training and education within a growing B2B company. Tabitha Adams...
The 7 Pillars of a P.E.R.F.E.C.T. Go-to-Market Strategy
18 Jan 2023
Contributed by Lukas
Revenue leaders know that having an effective go-to-market strategy is critical for the success of their business. But the number one challenge many o...
How To Assess ABM Advertising Strategies In 2023
11 Jan 2023
Contributed by Lukas
Account-based advertising has been a staple of ABM platforms. However, with the loss of third-party cookies, increasing expenses and difficulty demons...
How To Measure The Success Of Your Revenue Strategy
04 Jan 2023
Contributed by Lukas
Co-hosts Klaudia Tirico and Kelly Lindenau are kicking off the new year with a welcome blast from the #B2BSMX past! We are throwing it back to Mason C...
2022 #B2BMX Event Series Year In Review
21 Dec 2022
Contributed by Lukas
Much like the spirits who brought Ebeneezer Scrooge back through time, co-hosts Klaudia Tirico and Kelly Lindenau are doing the same for the B2B marke...
Optimizing Digital & Remote Sales Experiences To Drive Revenue
14 Dec 2022
Contributed by Lukas
In the latest episode of the B2BMX Podcast, we’re going back to Boston to join Tracey Barber, VP of Marketing at digital experience agency Verndale,...
How To 'Waze' Your Partners To Success
07 Dec 2022
Contributed by Lukas
Up next, co-hosts Klaudia Tirico and Kelly Lindenau present four strong female VPs and CEOs, who took the stage during B2BSMX in Boston to share every...
How To Transform Your GTM Strategy
30 Nov 2022
Contributed by Lukas
Let’s all close our eyes and pretend we are back at B2BSMX in Boston on a beautiful August day listening to Jeff Marcoux deliver an incredible sessi...
Don’t Put ABX In The Corner 💃
16 Nov 2022
Contributed by Lukas
What’s better than one female marketing leader… try FOUR powerhouse female marketing leaders! FullStory’s Jennifer Leaver, Reachdesk’s Amber B...
How To Makeover Your Buyer Journey
09 Nov 2022
Contributed by Lukas
Here’s a flashback from the B2BMX stage in Boston, where Randy Frisch discussed why mapping content through the buyer and customer journey closes mo...
Acquisition Versus Expansion: A Science-Backed Conversation
07 Nov 2022
Contributed by Lukas
We love having our friends at Corporate Visions speak at our B2BMX events because not only do they show us how to break through the status quo, they g...
Real-World Insights On ‘The Changing Market’
26 Oct 2022
Contributed by Lukas
We are back with another episode of the B2BMX podcast, starring Terminus’ Natalie Cunningham who took the stage at #B2BSMX in Boston just a few mont...
Harnessing The Power Of Social Listening
19 Oct 2022
Contributed by Lukas
What better way to kick off Season 7 than with an exclusive interview from the B2B Sales & Marketing Exchange in Boston!? Co-host Kelly Lindenau s...
How To Brand Like A B2Cer
17 Aug 2022
Contributed by Lukas
Welcome to our Season 6 finale episode! Co-host Klaudia Tirico is coming to you live from last week’s B2B Sales and Marketing Exchange show floor in...
Take A Glimpse Into The Crystal Ball Of Sales
10 Aug 2022
Contributed by Lukas
While Co-hosts Klaudia Tirico and Kelly Lindenau enjoy their last day at the B2BSMX event in Boston, let’s reminisce about B2BMX Next-Level ABM. Mck...
How To Build A Demand Gen Program From The Ground Up
03 Aug 2022
Contributed by Lukas
Co-host Kelly Lindenau of the B2BMX Podcast is here with Hunters’ Sarah Breathnach to discuss the latest demand gen trends and share a preview of he...
How To Achieve Next Gen ABM
27 Jul 2022
Contributed by Lukas
Co-hosts Klaudia Tirico and Kelly Lindenau play back a noteworthy tape from #B2BMX: Next-Level ABM starring Rob Griffin and Thad Kahlow! The pair from...
Say Goodbye To MQLs, No Thanks To MQAs & Hello To Opportunities
20 Jul 2022
Contributed by Lukas
Co-hosts Klaudia Tirico and Kelly Lindenau are back with a brand-new episode of the B2BMX Podcast with a keynote session all the way from our Next-Lev...
Peace, Love & Revenue: The Power Of Cross-Generational Collaboration
13 Jul 2022
Contributed by Lukas
The fish stinks from the head… If you have leaders in an organization who aren't facilitating encouraging team collaboration, intergenerational coll...
Why DEI Is Vital To A Company’s Success
06 Jul 2022
Contributed by Lukas
Creating an environment where everyone feels included and is given the opportunity to contribute and participate is the very definition of DEI (Divers...
5 ABM Lessons Marketers Can Learn From ‘Ted Lasso’
29 Jun 2022
Contributed by Lukas
Hopefully, B2BMX podcast fans are familiar with the show “Ted Lasso” because co-hosts Klaudia Tirico and Kelly Lindenau don’t want you to miss o...
Are MQLS Actually Dead?
22 Jun 2022
Contributed by Lukas
To MQL, or not to MQL — that’s the question plaguing the industry as marketers are faced with varying reports concerning the future of leads. Whil...
Better Together: The Combined Future Of Demand & ABM
15 Jun 2022
Contributed by Lukas
For several years, Forrester has forecasted that demand gen and ABM would ultimately intersect as demand marketers improve the precision of their effo...
Unspam Your Brand: Account Intelligence For Smarter GTM
08 Jun 2022
Contributed by Lukas
Spam isn’t just unwanted emails — it’s talking at people instead of with them. In the latest episode of the B2BMX podcast, Host Klaudia Tirico i...
How To Meet Your Customers Where They Are With ABM
01 Jun 2022
Contributed by Lukas
It’s time to head back to the B2B Marketing Exchange in Scottsdale: No airplane ticket or pass needed. Hosts Klaudia Tirico and Kelly Lindenau are b...
What It Takes To Create A Successful ABM Strategy From The Ground Up
25 May 2022
Contributed by Lukas
We’re back with episode 5 to share the replay of Jennifer Leaver’s impressive session from B2BMX in Scottsdale, Ariz. Leaver is the Senior Global ...
Trend Alert: Why Interactive Content Is Becoming Table Stakes In Content Marketing
18 May 2022
Contributed by Lukas
We’re switching things up on today’s episode — no replays! Instead, our friends from Content4Demand, a boutique B2B content strategy and creativ...
How To Play On Your Buyer- & Customer-First Strategies In 2022
11 May 2022
Contributed by Lukas
In the latest episode of the B2BMX Podcast, co-hosts Klaudia Tirico and Kelly Lindenau are taking folks back to B2BMX in Scottsdale, Ariz., where Forr...
Don’t Attack Your Buyer’s Castle: Get Yourself An Invitation To Go Inside
04 May 2022
Contributed by Lukas
Buyers feel like they are under attack from marketers’ constant emails and messaging, so they're essentially digging a moat for protection. They’r...
Season 6 Kick-Off: Experts Sound Off On How To Find GTM Success With ABM
27 Apr 2022
Contributed by Lukas
If you missed B2BMX, then you can thank this podcast for spotlighting multiple exclusive sessions from the hottest event in Scottsdale, Ariz. Marketer...
Breaking Through The Digital Noise: Content That Wows Audiences
09 Mar 2022
Contributed by Lukas
What makes audiences tick and click these days? In an overly saturated, digital-first world, generic, long-form content simply won't cut it. It's time...
Single Lane Ahead: The Convergence of ABM & Demand
02 Mar 2022
Contributed by Lukas
*Forrest Gump voice* Demand Gen and ABM are like peas and carrots. While the strategies were on separate journeys to support their own business goals...
The Brave New World Of Event Marketing
23 Feb 2022
Contributed by Lukas
“To hybrid, or not to hybrid?”-Hamlet in 2022, probably. Event marketing underwent an impressive evolution over the past couple of years, espec...
Marketing + Sales + Communication = Content Perfection
16 Feb 2022
Contributed by Lukas
Content is a critical part of marketing, as compelling, informative assets help generate more interest in a brand and drive more leads down the sales ...
‘You Can Never Be Too Specific Or Relevant’ In Content Marketing
09 Feb 2022
Contributed by Lukas
*Jan Brady voice* Content, content, content! There’s no shortage of content ideas or delivery forms, but there is a shortage of buyers’ attention...