B2B Marketing Exchange
Episodes
Don’t Be Afraid To Embrace The Messiness Of The 2020s
02 Feb 2022
Contributed by Lukas
With 33% of buyers preferring seller-free buying experiences, organizations must strike the balance between offering self-service options while still ...
User-Generated Content: A B2B Marketer’s Secret Weapon
26 Jan 2022
Contributed by Lukas
Marketers can spend all day preaching the value prop of their solution — but what will build the most credibility is user-generated content (UGC). ...
Why Only 1% Of Marketers Have A Shot To Become CMO: What You Need To Know
19 Jan 2022
Contributed by Lukas
We’re going B2B (back to Boston) for Season 5, Episode 7 of the #B2BMX podcast! Today, you’re getting exclusive access to #B2BSMX’s CMO Panel, w...
The Trends Fueling The Future Of B2B
12 Jan 2022
Contributed by Lukas
We’ve taken the #B2BMX podcast off replay this week to bring you the latest predictions into the future of B2B marketing! In this week’s episode, ...
Brand Now: How To Build Brand While Driving Demand
05 Jan 2022
Contributed by Lukas
Coffee shops dot almost every corner, but if you were asked to name a coffee company, you’d likely say Starbucks or Dunkin’ Donuts — and complet...
Inside The ABM Test Kitchen: Sharing Different Flavors & Recipes For Successful Programs… + A Few Gotchas Of What To Avoid
22 Dec 2021
Contributed by Lukas
Get ready to get a taste of what successful ABM looks like at large, enterprise organizations. As a leading ABM practitioner for the past seven years,...
Revenue Operations: The Next Frontier In B2B Marketing
15 Dec 2021
Contributed by Lukas
Christine Nurnberger and her team decided to pitch the implementation of Revenue Operations at Bottomline Technologies on a whim… the night before a...
The Rise Of The Revenue Innovator: A New Class Of Leaders Drive Predictability In Unpredictable Times
08 Dec 2021
Contributed by Lukas
It’s not psychic John Edward or the Long Island Medium — it's Mary Shea, the closest thing B2B has to a fortune teller. After accurately predictin...
From Stage-1 To Closed/Won: 5 Tips To Break Down Barriers Between Sales & Marketing
01 Dec 2021
Contributed by Lukas
Finger-pointing, accusations and deflections — no, this isn’t a Real Housewives reunion; it’s a meeting between sales and marketing following a ...
How 2020 Strengthened Collective Revenue Generation For High-Performing B2B Brands
17 Nov 2021
Contributed by Lukas
Host Klaudia Tirico is picking up right where she left off with the season five premiere of the #B2BMX Podcast! While the season-four send-off feature...
#B2BSMX Sneak Peek: Gartner’s Craig Rosenberg Shares How The 2020 Pivot Influenced Martech, Data & GTM Strategies
04 Aug 2021
Contributed by Lukas
“Alexa, play ‘The Final Countdown’ by Europe.” OK, now that we’ve set the scene, welcome back to the B2BMX Podcast! We’re just days awa...
Leveling Up Your Diversity & Inclusion Initiatives For Real Action
28 Jul 2021
Contributed by Lukas
Diversity, Equity and Inclusion (DE&I) have become a critical discussion point for business leaders across B2B organizations. Despite their positi...
How A Remarkable CX Is Your Best Sales & Marketing Strategy
21 Jul 2021
Contributed by Lukas
One of the positive outcomes of 2020 was that companies pivoted their focus to their existing clients. After all, without clients there is no business...
An Insider Look At The Expanding Role Of SDRs
14 Jul 2021
Contributed by Lukas
Once viewed simply as “outbound callers,” SDRs are increasingly playing more strategic roles for B2B revenue teams. Given their active role on the...
The Story Behind The Rebrand From A CMO’s POV
07 Jul 2021
Contributed by Lukas
Last month, SurveyMonkey — a company that has been synonymous with market research and survey software — rebranded to Momentive, now defining itse...
Tapping Into 'Intelligent Creativity' To Fuel Modern Marketing Strategies
30 Jun 2021
Contributed by Lukas
According to a new report from Forrester, combining human intuition and machine accuracy produces a more intelligent and transformative creative proce...
The Ins & Outs Of Brand Creation & Management
23 Jun 2021
Contributed by Lukas
A company’s brand encompasses everything from Zoom backgrounds to website content, so it’s important that brand experience is unified across all c...
What’s In Store For B2B Marketing In The Next 10 Years?
16 Jun 2021
Contributed by Lukas
The B2B buyer’s journey has changed dramatically and the role of marketers to influence that journey has shifted with it (and continues to!). As the...
How To Participate, Lead & Thrive In Channel Ecosystems
09 Jun 2021
Contributed by Lukas
In the middle of a major transformation of how companies go to market, 76% of global CEOs feel that their current business models will be unrecognizab...
Unlocking The Full Potential Of B2B Social Media Marketing
02 Jun 2021
Contributed by Lukas
Social media has come a long way since the Myspace days. It has even evolved to become a key channel for B2B brands to engage with buyers and consumer...
Your ABM Foundation: It’s Working…Sorta. What’s Next?
26 May 2021
Contributed by Lukas
So, you’ve got ABM plays running — and maybe they’re working — but what if they can get better? And what do you do next? In this B2BMX ses...
Building The Ultimate Martech Stack For Your Business
19 May 2021
Contributed by Lukas
The marketing technology landscape is still growing at a rapid pace, leaving marketers to try and keep up with new software additions, integrations an...
Delivering An Experience-First Marketing Strategy At Scale
12 May 2021
Contributed by Lukas
If there was anything positive that came out of the Covid-19 pandemic and its effects on B2B businesses, it’s the amount of agility, creativity and ...
Bringing Your Irresistible Ideas To Life w/ Tamsen Webster
05 May 2021
Contributed by Lukas
Roll out the red carpet because Tamsen Webster is back on the B2BMX Podcast! In this episode, we talk to Tamsen about her upcoming book “Find Your...
Using Storytelling To Drive Engaging Relationships With Customers
28 Apr 2021
Contributed by Lukas
This episode is sponsored by GrubHub.Storytelling has become a powerful business tool because it begins and ends with empathy, drives an emotional exp...
Taking ABM From Startup To Scale
21 Apr 2021
Contributed by Lukas
This episode is sponsored by Rollworks.It’s time to de-bunk the misconception that ABM is just for large organizations with large budgets. In fact, ...
Season 4 Premiere
14 Apr 2021
Contributed by Lukas
Welcome back to a new season of the B2BMX Podcast! In this kick-off episode, hosts Klaudia Tirico and Alicia Esposito look back at some of the top ses...
Powering Digital-First CX With A Stronger Focus On Brand
17 Feb 2021
Contributed by Lukas
We don't often think about brand beyond shiny messages or cool logos ... but we should! In fact, brand touches and impacts everything we do. With the...
The Keys to Creating Emotive Content Experiences
10 Feb 2021
Contributed by Lukas
In the B2B world, we talk about how complex the decision-making process is. Buying cycles are getting longer, more people are involved and new channel...
The New Rules Of Outbounding
03 Feb 2021
Contributed by Lukas
Skip Miller is one of the top sales trainers in Silicon Valley. With a client roster that represents a who’s who in the space, including Zoom, Googl...
Inside West Monroe’s Pandemic Marketing Playbook
27 Jan 2021
Contributed by Lukas
Competing with entrenched industry giants can be a monumental task. If anyone knows this all too well, it’s Casey Foss, Chief Marketing Officer at W...
Tackling B2B’s Big Trust Problem
20 Jan 2021
Contributed by Lukas
Whether B2B or B2C, all brands need to focus on building customer trust. This is especially true as more people grow cynical of media, political figur...
Friends of B2BMX Share 2021 Resolutions
13 Jan 2021
Contributed by Lukas
Sure, they have a bad rap, but we believe that New Year’s Resolutions allow us to reflect on the past year and forge a positive path forward. Becaus...
How Your Partner Portal Can Rival Amazon
06 Jan 2021
Contributed by Lukas
Making your channel partners sort through everything you have simply to find what they need can make your portal a no-go zone. By creating personalize...
The 2021 Growth Marketing Playbook
16 Dec 2020
Contributed by Lukas
With more than 17 years in the digital marketing space, Oren Greenberg has helped B2B and B2C organizations implement growth strategies that span diff...
So, You Want To Be A CMO?
09 Dec 2020
Contributed by Lukas
Today's Episode is sponsored by Terminus.Did you know that less than 1% of marketers have a shot at becoming a CMO? Most marketers have no clue on wha...
ABM Lessons (And Fails) From E2open
02 Dec 2020
Contributed by Lukas
This episode is sponsored by PFL.2020 has been a year of learning, evolving and adapting for many of us, especially in our professional lives. In our ...
Using TikTok To Guide Your Revenue Strategy
18 Nov 2020
Contributed by Lukas
Ever laid in bed at 2 a.m. watching video after video on TikTok? If not, you’re missing out on an experience that can reshape your 2021 revenue stra...
Event Producers' Big Diversity Problem
11 Nov 2020
Contributed by Lukas
During the day, Christine Farrier is Senior Director of Partner Marketing at Demandbase. The rest of the time, she's building Black In SaaS, a communi...
Marketing In Times Of Crisis: Embracing Empathy Is The Key To B2B’s Future
04 Nov 2020
Contributed by Lukas
Today’s business leaders are looking to cut marketing costs while also achieving growth. They demand marketing to show ROI. And yet, every day, we a...
Inside The B2B Sales & Marketing Exchange's Shift To Digital
21 Oct 2020
Contributed by Lukas
This episode is sponsored by Demandbase.Like many other event producers, Demand Gen Report had to completely reimagine its B2B Sales & Marketing E...
Achieve Alignment Transformation To Fuel The Revenue Engine
14 Oct 2020
Contributed by Lukas
This episode is sponsored by Demandbase.Marketing and sales alignment is absolutely critical in the age of the buyer — no surprise there. But achiev...
The Intersection Of Mindfulness And Business
07 Oct 2020
Contributed by Lukas
This episode is sponsored by Demandbase.Let's face it, we've all been feeling a lot of stress during the pandemic. Some of us are juggling work and fa...
Thinking Beyond Customer Acquisition
30 Sep 2020
Contributed by Lukas
For B2B organizations, sales and marketing collaboration has always been advised. But today, it's crucial. Both parties must work together to develop ...
Creating A New 'Plan A' w/ Jay Acunzo
23 Sep 2020
Contributed by Lukas
Has quarantine life left you in a digital daze? You're certainly not alone. Although we're all trying to stay safe and healthy in these times, we can'...
How To Get More From LinkedIn
16 Sep 2020
Contributed by Lukas
Because of COVID-19, our time online has skyrocketed. Rather than going to networking events and conferences to build new relationships, we're turning...
Humanizing Your B2B Brand
09 Sep 2020
Contributed by Lukas
We've heard time and time again that in B2B, we're not speaking to nameless, faceless companies...we're talking to people. So why is it still so diffi...
Sounds Of Season 2: How Uncertainty Became Opportunity
29 Jul 2020
Contributed by Lukas
It’s been a whirlwind of a season here on the B2BMX Podcast. During this season, we re-lived some of our best sessions from the B2B Marketing Exchan...
Will COVID Change Marketing Measurement Forever?
22 Jul 2020
Contributed by Lukas
When COVID hit, B2B organizations had to cancel events and quickly pivot to digital campaigns and experiences. The KPIs to measure impact changed and,...
Tips And Tricks For Perfecting ABM Personalization
15 Jul 2020
Contributed by Lukas
In her role as an ABM consultant, Sydney Switzer helps Vertex Marketing Agency clients get their programs off the ground and scale them successfully. ...
Making Moves With Messaging
08 Jul 2020
Contributed by Lukas
B2B buyers want to be in control of their journey. They want to access information when, where and how they want, and they want to determine when a sa...
How Has COVID Changed The B2B Marketing Talent Pool?
01 Jul 2020
Contributed by Lukas
The novel coronavirus has not only shaken up our personal lives. It has turned some careers, and even businesses, upside down. While some companies ha...
Breaking Down Performative Allyship & Pandering In B2B
24 Jun 2020
Contributed by Lukas
Historically, taking a stand on political and social issues was considered a risky move for marketing and brand executives. In the current climate, ho...
The Anatomy Of A Buyer-Focused Tech Stack
17 Jun 2020
Contributed by Lukas
The Marketing Technology Landscape Supergraphic now features more than 8,000 solutions, a 13.6% increase year over year. With every new solution, dete...
Take The Pain Out Of Sales Enablement
10 Jun 2020
Contributed by Lukas
As the Founder and CEO of his firm, Roderick Jefferson & Associates, Roderick Jefferson has made a career out of helping organizations get their s...
Talking All Things Podcasts...On A Podcast
03 Jun 2020
Contributed by Lukas
Podcasting has exploded in the B2B realm. We've seen brands across industries and of all sizes use podcasting to share their unique thought leadership...
Human + Machine = ABM Success
27 May 2020
Contributed by Lukas
Account-based marketing (ABM), like any marketing discipline, requires equal parts art and science. Without technology, ABM takes a lot of time and ba...
How Salesforce 'Sleighed' Holiday Campaign Results
20 May 2020
Contributed by Lukas
In 2019, Kelly Borter, Director of Industry Demand Generation at Salesforce, had one mission: to create a comprehensive, multi-channel campaign that e...
Lessons From GumGum's Marketing Pivot
13 May 2020
Contributed by Lukas
Many B2B marketers have had to pivot their event strategies and budgets in the wake of COVID-19. Teams have also had to keep pace with internal goals ...
How ADP Saw Success With Client Advocacy
06 May 2020
Contributed by Lukas
Many B2B marketers tap happy, engaged clients for their content and campaigns. But what if we told you there was a lot of untapped potential, and that...
Using Social Media As A Powerful Content Cornerstone
29 Apr 2020
Contributed by Lukas
Social media has always been a critical part of the B2B marketing mix. Brands rely on some or all of the key networks, like LinkedIn, Twitter, Faceboo...
Season 2 Premiere: Adapting To A New Normal
22 Apr 2020
Contributed by Lukas
Less than two months ago, more than 1,300 B2B marketing and sales executives converged to learn, network and get inspired at the 2020 B2B Marketing Ex...
#B2BMX 2020 Sneak Peek
12 Feb 2020
Contributed by Lukas
For the season one finale of the B2B Marketing Exchange podcast, the Demand Gen Report team sits down with a few friends to reflect on how the event h...
Inspiring Creativity Amidst Chaos w/ Todd Henry
05 Feb 2020
Contributed by Lukas
Todd Henry has made a living from creativity. A creative type himself, he has spent the last few years helping companies and individuals prioritize cr...
Finding Your Next Big Idea w/ Tamsen Webster
29 Jan 2020
Contributed by Lukas
Tamsen Webster has a heritage in marketing. With about two decades in the biz, she has held positions at Weight Watchers, Tedx and helped numerous mar...
Speak Your Customers' LINGO W/ Jeffrey Shaw
22 Jan 2020
Contributed by Lukas
Jeffrey Shaw has experienced quite the career evolution, starting out as a photographer and eventually becoming a brand strategist, speaker and author...
Extending Events Into Content W/ Dave Bruno
15 Jan 2020
Contributed by Lukas
Events are a big investment. When designed and promoted effectively, they can drive big business value. But many times, events exist in a vacuum. When...
How To Make Video Marketing A Money Maker
08 Jan 2020
Contributed by Lukas
Over the past five years, we've seen video explode. What was once a blip on marketers' radar has become an integral format to engage, educate and nurt...
The Netflix Effect On B2B Buyer Engagement
18 Dec 2019
Contributed by Lukas
Netflix hasn't just transformed the way we consume media...it's changed the way we expect to interact with all brands. Whether they're making a purcha...
Direct Mail 2020: How To Win Big With Direct Mail In The Digital Age
11 Dec 2019
Contributed by Lukas
B2C brands have relied on direct mail for decades, but the trend is re-emerging in B2B in new and exciting ways. Brands across industry verticals are ...
How To Cut Through The Noise And Build Awareness w/ Jeremy Middleton
04 Dec 2019
Contributed by Lukas
What does a high school physics and chemistry teacher know about marketing? Plenty, clearly. In his two first years at Pramata Corporation, Jeremy Mid...
Gaining A Millennial Mindset To Build Brand Authenticity & Trust w/ Brian Fanzo
20 Nov 2019
Contributed by Lukas
Brian Fanzo is a Millennial that has seen it all. Coming from a cybersecurity background and working almost a decade with the Department of Defense, y...
The Quest For Top Talent: How To Build Your Marketing A-Team w/ Wes Lieser
13 Nov 2019
Contributed by Lukas
B2B organizations are fighting to win top talent. Part of the challenge lies in generating interest among a pool of qualified candidates. However, mos...
Empathy: The Hallmark Of The Customer-Obsessed B2B Marketer w/ Laura Ramos
06 Nov 2019
Contributed by Lukas
Buyers today are self-educated and self-guided. They want tools and insights aligned to where they are in the customer lifecycle, but are B2B brands g...
Expanding Your Expertise and Influence w/ Pam Didner
30 Oct 2019
Contributed by Lukas
Pam Didner is no stranger to the B2B world. With a career that spans approximately two decades, Pam has walked in the shoes of content strategies, dig...
Top 5 B2B Trends Of 2019 w/ Maureen Maggioni
23 Oct 2019
Contributed by Lukas
What better way to prepare for 2020 than to reflect on the top trends of 2019? And let's be real, 2019 had it's fair share of trends reaching their fu...
The Power Of Podcasting In B2B
16 Oct 2019
Contributed by Lukas
One in three Americans now listen to podcasts weekly. While there are millions of series available across podcasting outlets, from Spotify to Apple to...
How Carbon Black Increased Sales Conversions By 388% w/ Chris Mitchell
09 Oct 2019
Contributed by Lukas
In 2017, Carbon Black didn't have a nurture campaign. As a result, the buyers who engaged with a piece of content and went on to talk to sales had lit...
Master An Allbound Strategy w/ PatientPop
02 Oct 2019
Contributed by Lukas
Creating a powerful demand gen engine isn’t just about mastering the art of inbound. And you certainly can’t just rely on outbound. PatientPop is ...
ABM Is B2B w/ Sangram Vajre
25 Sep 2019
Contributed by Lukas
Sangram Vajre is one of the founding fathers of account-based marketing. Leading up to his latest book, “ABM Is B2B,” Sangram walked attendees thr...
Break Free Of Boring B2B w/ Lee Odden
17 Sep 2019
Contributed by Lukas
B2B marketers are dealing with a big trust problem. Their buyers are hungry for credible content that's supported by reputable third parties, from ana...