Marketing Spark (The B2B Marketing Podcast)
Episodes
Turning Up the Volume on Conversational Marketing
10 Nov 2021
Contributed by Lukas
For many B2B SaaS companies, conversations are the ultimate success metric. When customers directly engage with you, relationships are established and...
Insight About LinkedIn from a Power User
03 Nov 2021
Contributed by Lukas
Over the past 19 months, a growing number of people have embraced LinkedIn as a platform to make connections, drive conversations, and share content. ...
Diving in the Fascination with Personal Brand Branding - DP Knudten
27 Oct 2021
Contributed by Lukas
When did building a personal brand become so important? Does everyone need a personal brand? DP Knudten has some great insight into why a personal bra...
Don't Let Content Collect Dust. Distribute & Repurpose: Ross Simmonds
19 Oct 2021
Contributed by Lukas
Many marketers believe that when they hit "publish" on a piece of content, the job is done. But the reality is it's just beginning. Ross Simmonds says...
To Gate or Ungate Content, That is the [Marketing] Question
13 Oct 2021
Contributed by Lukas
To gate or not to gate, that is the question. Should prospects cough up an email address to access content? It’s a question that I’ve asked many m...
How Marketing Success is Ruined by a Rotten Foundation
30 Sep 2021
Contributed by Lukas
When marketing fails to perform, a frenzy of fixes happens. It’s about tactical optimization and doing things differently. But often marketers are a...
How to Create a Unified B2B Marketing & Sales Team
22 Sep 2021
Contributed by Lukas
In many organizations, marketing and sales operate in silos. Sales complains that marketing delivers crappy leads while marketing claims sales can't c...
How Agile Can Change How Marketers Think, Work, and Succeed
15 Sep 2021
Contributed by Lukas
In the software world, agile has been around for many years. It's how software is developed more efficiently and iteratively. But agile is also being ...
A Deep Dive into the World of B2B Content Production: Brad Smith
08 Sep 2021
Contributed by Lukas
As more B2B brands embrace content marketing as the way to engage, educate, and connect with prospects and customers, it's becoming increasingly diffi...
How a B2B Marketer Successfully Embraced TikTok
01 Sep 2021
Contributed by Lukas
One of the most interesting parts of the B2B marketing landscape is watching marketers do their own marketing. I see a lot of it on LinkedIn – my so...
The Risks and Rewards of Being an Early Adopter
28 Jul 2021
Contributed by Lukas
Being an early adopter is not easy. There is a risk to embrace a platform or product that isn't popular or perhaps not ready for prime time. In 2017, ...
The marketing pendulum is swinging back to fundamentals: Zineb Layachi
21 Jul 2021
Contributed by Lukas
Can you feel the marketing pendulum swinging back to the basics? For years, the focus has been data, KPIs, and quantifying anything under the sun. But...
Scaling Marketing at a Fast-Growing B2B SaaS Company: Ruth Zive
14 Jul 2021
Contributed by Lukas
How do you scale a marketing team at a hyper-growth company? It’s definitely a nice problem to have. Who wouldn’t want to ride a rocket? Managing ...
The Keys to Really Knowing What Makes Your Customers Tick: Ryan Gibson
07 Jul 2021
Contributed by Lukas
Sadly, most marketers don’t really know their customers. They have buyer personas and ideal customer profiles. But these tools barely scratch the su...
Who gives a crap about email marketing: Jules Dan
30 Jun 2021
Contributed by Lukas
The “unsubscribe” notification is painful. Someone wants to end a relationship. They want you out of their lives. It’s not them, it’s you…an...
How to ensure that your B2B SaaS demos don't suck
23 Jun 2021
Contributed by Lukas
Click on “Ask for a Demo’. It’s the CTA on every B2B SaaS website. But what happens after the click? How do companies educate, and delight prosp...
The "One Big Thing" Formula for B2B SaaS Marketing Success
16 Jun 2021
Contributed by Lukas
The biggest marketing challenge for many companies simply getting started. There are so many options that it’s almost paralysis by analysis. In many...
How Field Marketing Can Align Marketing and Sales: Nick Bennett
09 Jun 2021
Contributed by Lukas
In an ideal world, B2B SaaS marketing and sales teams move forward in lock-step. In reality, they often operate in silos. The result? Sales complain t...
The State of B2B SaaS Marketing with Chris Walker
02 Jun 2021
Contributed by Lukas
Chris Walker’s on fire. He’s a high-profile B2B marketing thought leader. His LinkedIn posts generate huge engagement. His agency, Refine Labs, is...
How to Hire a B2B Saas Marketing Leader
28 May 2021
Contributed by Lukas
Hiring a marketing leader is not just about someone's skills and experience but creating a partnership between the CEO and the head of marketing. Avom...
Is Twitter & LinkedIn the One-Two for B2B Marketers?
24 May 2021
Contributed by Lukas
As much as many people have seen significant ROI from LinkedIn (connections, conversations, and leads), I'm beginning to see some people explore other...
How LinkedIn Can Get Bigger and Better: Charlie Whyman
19 May 2021
Contributed by Lukas
"LinkedIn is way too slow, too reactive and not pro-active enough ." That's a blunt assessment from Charlie Whyman, a LinkedIn trainer and "marketing ...
Time to End Marketing, Sales, and Customer Success Silos
11 May 2021
Contributed by Lukas
Marketers love the thrill of the chase. We pursue prospects with reckless abandon. MQLs are B2B digital hunting trophies. But when marketers catch pro...
How to be a One-Person B2B SaaS Marketing Department
04 May 2021
Contributed by Lukas
Marketing is hard. It's even more challenging when you're the lone marketer. You need to strategize, coordinate, tactically execute, and organize.&nbs...
Why the Focus/Obsession with Personal Branding? Richard Cardona
27 Apr 2021
Contributed by Lukas
Personal branding is red-hot. Seemingly, everyone you turn, someone is offering personal branding advice and consulting. Is the focus/obsession with...
A Better Way to Read Business Books: Laura Valvasori
20 Apr 2021
Contributed by Lukas
Most business books are dull. I read the first 25 pages before a book loses its appeal. The writing is dense, the topic doesn't warrant a book, or I ...
The Marketer's Journey from Side Hustle to Startup: Jay Desai
13 Apr 2021
Contributed by Lukas
Jay Desai has always wanted to be an entrepreneur. At 11-years-old, he had a newsletter business. In middle school, he was reselling sticks of gum bo...
A Master Networking Session from a Wall Street Salesman
06 Apr 2021
Contributed by Lukas
Networking still matters. I'm not talking about social networks but establishing connections with people professionally and personally. A lot of thi...
Exploring the Marketing Landscape with Mitch Joel
30 Mar 2021
Contributed by Lukas
It goes without saying the marketing landscape has dramatically changed over the past year. The disappearance of conferences (a go-to channel f...
A Deep Dive into the Fast-Growing Subscription Economy
23 Mar 2021
Contributed by Lukas
The subscription economy is expected to grow from $15-billion this year to $475 billion by 2025. That's 68% year-over-year growth. Adam Levinter oper...
Lately: The Software That Blew Me Away
16 Mar 2021
Contributed by Lukas
I have been working with B2B SaaS companies since 2008. I can honestly say that few of them have struck as truly innovative. Many of them were cool bu...
Email Marketing May Not be Sexy But it Works: Ashley Guttuso
09 Mar 2021
Contributed by Lukas
In some respects, newsletters are the Rodney Dangerfield of the digital marketing world; they get no respect. They’re widely used by B2B companies ...
How to Master LinkedIn from a LinkedIn Guru: Moritz Lang
02 Mar 2021
Contributed by Lukas
LinkedIn is a mysterious creature. The algorithm is a well-kept secret and there are rules that should be followed to stay onside and attract engagem...
Marketing, Success, and Risk-Taking: Mano Guiragossian
23 Feb 2021
Contributed by Lukas
In marketing, nothing is guaranteed. Sometimes, it’s about taking risks and leaps of faith. In a data-driven world, data doesn’t deliver all...
The Seductive Appeal of Writing a Business Book
15 Feb 2021
Contributed by Lukas
For people who spend a lot of time focused on a particular topic or area of interest, the idea of writing a book is appealing. It's a great way to de...
Marketing & Sales Lessons from an ex-Road Warrior: Andrew Deutsch
09 Feb 2021
Contributed by Lukas
It used to be that marketing and sales meant jumping on airplanes to meet prospects and clients. Many people didn't think twice about flying hundreds...
Clubhouse's Path to Ubiquity and Monetization: Mallory Lee
02 Feb 2021
Contributed by Lukas
How’s Clubhouse going to make money? Given the platform’s growth, it’s a fascinating question. Of course, Clubhouse has time given it just rai...
Driving ROI and Predictability with Revenue Marketing: Yaagneshwaran Ganesh
26 Jan 2021
Contributed by Lukas
Every company wants its marketing to drive leads, sales, and ROI. But marketing can be an up and down situation. Sometimes, marketing works. Sometime...
How to Embrace a Healthy "Content Diet": Nemanja Zivkovic
19 Jan 2021
Contributed by Lukas
How much content do you consume? Most of us probably overdose on reading, watching, and listening to content. There’s so much great content availa...
Marketing to Customers AFTER They Become Customers: Linda Komisak
12 Jan 2021
Contributed by Lukas
Marketers love chasing, engaging, and nurturing prospects. Marketers love MQLs and revelling in sexy metrics how about well they are performing. But...
Looking Back on LinkedIn's Amazing Year and What's Ahead in 2021: Liam Darmody
05 Jan 2021
Contributed by Lukas
LinkedIn's 2020 was stunning; more than 60 million+ additional users and its emergence as a truly social platform featuring content, connections, and ...
The New Age of Marketing-Driven Sales: Shiv Narayanan
29 Dec 2020
Contributed by Lukas
At a time when conferences are not happening and salespeople can't meet with prospects, marketing has become a key revenue engine. A growing number o...
The Keys to Becoming A Better, More Dynamic Virtual Speaker: Andrew Churchill
22 Dec 2020
Contributed by Lukas
As B2B and SaaS companies scramble to leverage virtual events, many people are looking to become better and more engaging virtual speakers. These are...
How to Build a Dynamic B2B Marketing Team: Mitch Fanning
15 Dec 2020
Contributed by Lukas
It's one thing to do marketing; it's another thing to build a cohesive, collaborative, and productive marketing team. In this episode of Marketing Sp...
A Virtual Event Success: Story: 4,500 Paid Attendees - Alex Shipillo
08 Dec 2020
Contributed by Lukas
B2B and SaaS companies are scrambling to find ways to connect with prospects and customers at a time when in-person conferences aren't happening. Som...
Tackling the Myths of Entrepreneurship: Luc Bohunicky
01 Dec 2020
Contributed by Lukas
Entrepreneurship is sexy and compelling. You call your own shots. You're the master/mistress of your own domain. It's an ideal way to make a living....
In a Data-Dominated World, B2B Branding is Making a Big-Time Comeback: Karen O'Mahoney
24 Nov 2020
Contributed by Lukas
In the B2B landscape, data dominates and, arguably, makes marketers less creative and interesting. Decisions are heavily (overly?) influenced by KPIs...
How to Jump Hard into LinkedIn With Both Feet: Camille Trent
17 Nov 2020
Contributed by Lukas
2020 has been a big year for LinkedIn. The social media platform now has more than 720 million users globally. It has transformed into a platform dom...
Why Brand Differentiation Matters More Than Ever: Peep Laja
10 Nov 2020
Contributed by Lukas
In an ultra-competitive marketplace, brand differentiation can be the difference between attracting customers and going out of business. In this epis...
The Narrative Science Recipe for Ultra-Successful B2B Virtual Events
03 Nov 2020
Contributed by Lukas
Sadly, most virtual events are terrible. For whatever reason, virtual events have been unable to replicate in-person conferences, which likely won't ...
Why B2B Copywriting Matters, Really Matters
28 Oct 2020
Contributed by Lukas
In an age of video and photos, words don't get the respect they deserve. Words aren't sexy or glitzy. But they do matter. Words provide the in...
Jordan Bower: Embracing a Different and Better Approach to Brand Storytelling
21 Oct 2020
Contributed by Lukas
Every company (well, most companies) wants to tell stories that engage, entertain, educate, and encourage. It's what drives and differentiates their ...
John Rougeux: An Insider's Look at the Category Design Process
13 Oct 2020
Contributed by Lukas
You hear a lot of talk about category creation and category design. The terms are often intermingled. In this episode of Marketing Spark, John Rougeu...
Google's Big Algorithm Update is Coming. Are You Ready?
07 Oct 2020
Contributed by Lukas
Google's algorithm changes on a regular basis, which keeps marketers on their toes and SEO experts happily employed. On this episode of the Marketing...
Amrita Gurney: How to Build a Thriving B2B Community
29 Sep 2020
Contributed by Lukas
While marketers mostly focus their efforts on attracting prospects, it's also crucial to connect with customers (aka the people paying for your produc...
What's a Better Content Marketing Approach: Quality or Quantity Content?
22 Sep 2020
Contributed by Lukas
As more B2B companies embrace content marketing, here's the question: what's more important: quality or quantity content. In other words: is less mor...
Lindsay Tjepkema: The Power of Podcasting for B2B Thought Leadership
15 Sep 2020
Contributed by Lukas
Creating valuable,and interesting content is a huge challenge for B2B companies. There is so much competition that standing out is really difficult. ...
Jack Fussell: Why Do Brands Fail to Really Know Their Customers?
08 Sep 2020
Contributed by Lukas
Why do so many companies take their customers for granted? They invest so much time and money to acquire new customers but not nearly enough to...
Tara Hunt on Creating a DIY Marketing Platform for SMBs
01 Sep 2020
Contributed by Lukas
Marketing can be painful for small businesses; spending money is a hard pill to swallow. As a result, they adopt a DIY approach that often goes badly...
The Marketers Guide to Successful Marketing on LinkedIn
25 Aug 2020
Contributed by Lukas
LinkedIn has emerged as a powerful platform for personal branding and establishing new connections. Powered by a steady stream of value-added content...
Why It's Time to Outsource All Your Marketing
18 Aug 2020
Contributed by Lukas
In the wake of COVID-19, it was easy for B2B companies to shrink marketing budgets and get rid of marketers. After all, marketing is a luxury, not a n...
How to Build an All-Star B2B Marketing Team
11 Aug 2020
Contributed by Lukas
What are the keys to building a successful marketing team? Do you hire the best talent or put together a cohesive team that features people w...
How Virtual Events Are Powering Commonsku's Marketing
03 Aug 2020
Contributed by Lukas
Virtual events have received mixed reviews as a replacement for in-person conferences. For some companies, virtual events have provided oppor...
How Brands Create Serious Marketing Momentum
28 Jul 2020
Contributed by Lukas
What can brands do to position themselves to emerge from COVID as strong and dynamic players? While many brands are struggling to keep their ...
NOW is the Time to Jump on the B2B Podcast Bandwagon
21 Jul 2020
Contributed by Lukas
If you're a B2B company that thinks it is too late to launch a podcast, think again. Sweet Fish Media's James Carbary says there are huge opp...
Spend Way More Time Promoting Your B2B Content
15 Jul 2020
Contributed by Lukas
Every B2B company wants to capitalize on the power of SEO. But there are fundamental mistakes at these companies make that undermine their marketing ...
It's Not Email Marketing. It's Engagement Farming
14 Jul 2020
Contributed by Lukas
Too many brands leverage email marketing to drive sales. That's it. But Coherent Path CEO James Glover contends that retailers should use email ...
FYI: Print Marketing is Not Dead.
09 Jul 2020
Contributed by Lukas
Print is the Rodney Dangerfield of marketing; it gets no respect. These days, it's all digital all the time. But print hasn't disappeared. It's still...
How to Hire Your First Startup Marketer
29 Jun 2020
Contributed by Lukas
Alexis Clarfield-Henry talks about what it's like to be the first marketer at a startup. After a career in advertising, Alexis joined Unata, which bu...
How Senior Leaders Can Embrace Social Media
24 Jun 2020
Contributed by Lukas
Social media a perilous territory, which explains why many senior business leaders happily avoid it. But Jay Palter, a social media strategic and per...
An Insider's Take on Account-Based Marketing
20 Jun 2020
Contributed by Lukas
It is increasingly challenging for B2B companies to connect with prospects. A lot of their "shotgun" tactics (e.g. email marketing, content marketing...
Brand & Revenue Marketing: A Delicate Balance
19 Jun 2020
Contributed by Lukas
Marketing leaders have long struggled with the seemingly conflicting demands of building brand and driving revenue. In this episode of Marketing Spar...
Marketing Spark: A Micro-Podcast (15 Minutes or Less)
12 Jun 2020
Contributed by Lukas
Welcome to the first episode of Marketing Spark, a podcast that delivers insight, tools, and tips about marketing....in less than 15 minutes. Why onl...