Move: The Go To Market Podcast: Recent Episodes
Sangram Vajre
MOVE is the go-to-market podcast to guide your business forward. Join host Sangram Vajre, WSJ and USA Today bestselling author, speaker, and co-founder of Terminus, as he meets with the most influential go-to-market leaders and helps you confidently answer: what's my next move?
Most marketers, if you asked for the number one thing you’d really want to understand in their field, will probably roll their eyes, look at you like you’re stupid and say something like: “Your buyer persona,” or even, “The market, duh.”
And most marketers would be wrong…
What you need to understand more than anything else is your product.
In this Takeover episode, host Amber Khan speaks with Dirk Schart, Chief Marketing Officer & President at RE’FLEKT, who is championing product-first marketing—an approach that creates more cross-team collaboration and, ultimately, more successful marketing.
They discuss:
• Why writing about your product is not the same as understanding it
• Why marketers need to work more closely with product development teams
• Practical ways to shift to a product-first mindset
Additional Resources:
You can find Amber on LinkedIn and on her website, repurposeden.com
MOVE: The 4-Question Go-To-Market Framework
Key Takeaways: “Go to market is not just the sales channel.”
Small departments can make a big impact—with intentional strategy. Good relationships between each team and department in your GTM strategy are the keys to success.
With so many CMOs becoming the CEOs of their respective companies, it’s time to ask the question for those CMOs looking to follow the same steps: What are the actionable steps to get there?
In this replay episode, we speak with Jeff Perkins, CEO at ParkMobile, about his journey from CMO to CEO and his big lessons that every marketer should know to become CEO.
What we discussed:
- A background on Park Mobile & how Jeff became a CMO
- What compelled Jeff to become CEO & relationship building
- The timeline to become a CEOThe power of networking
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
Additional Resources:
- MOVE: The 4-Question Go-To-Market Framework
Who owns go-to-market has been our big question so far, but how about what makes up a solid go-to-market strategy?
In this episode, Sangram sits down with Muhammad Yasin, marketing expert and host of the Agile Marketing Podcast, to dive into all the aspects of a successful GTM strategy. Muhammad discusses how marketing isn’t the only contributor to GTM strategy, each department is a building block that contributes to overall success.
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
Additional Resources:
- MOVE: The 4-Question Go-To-Market Framework
Key Takeaways:
- “Go to market is not just the sales channel.”
- Small departments can make a big impact—with intentional strategy.
- Good relationships between each team and department in your GTM strategy are the keys to success.
Ask a group of go to market leaders who owns go to market, and most will say the CEO. But this leader? He confidently says otherwise.
In this episode, Sangram sits down with Kyle Lacy, SVP of Marketing at Seismic (formerly CMO of Lessonly, which was acquired by Seismic) to dive into his answer to the big GTM question. Kyle confidently says that marketing owns go to market, and he’s sharing his reasoning–from his passionate standard for BDRs reporting up through marketing, to the power of brand on an entire customer lifecycle.
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
Additional Resources:
- MOVE: The 4-Question Go-To-Market Framework
Key Takeaways:
- Marketing owns the experience. Therefore, they own GTM.
- Go to market is an understanding of which channels and segments work
- “You can’t build an amazing product if nobody hears about it”
Why in the world would I have someone on my podcast who hates my book?! Well, it’s because he isn’t wrong in his reasoning!
Christopher Lochhead–author, entrepreneur, advisor, and VC partner–absolutely loves category creation, and he’s got dozens of stories to prove exactly why he’s such a champion of it. He’s sharing these stories (and his very hot takes on the MOVE framework) with us on this episode.
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
Where can we grow the most? It's the first question most GTM leaders ask themselves...but hold up! There's a reason this one comes last...
In this week's Author's Cut episode, Bryan and Sangram dive into the last (but not least) letter of the MOVE framework: the "E" for Expansion. Listen in to learn how to know when it's time to expand, where you should expand your business, and how you can measure KPIs that matter.
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
Additional Resources:
- MOVE: The 4-Question Go-To-Market Framework
Key Takeaways:
- Why "expand" is the last step in the "MOVE" framework
- How to continue the journey of growing your company
- What you need to expand effectively into other markets, verticals, and geographies
There are important processes that every go-to-market leader should have in place to know they’re on the right track.
Do you know what they are?
In this episode, co-authors Sangram and Bryan are breaking down the “V” in the “MOVE” framework–velocity–and how organization can use the enablement ramping to scale their business effectively, no matter what stage they’re in.
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
Additional Resources:
- MOVE: The 4-Question Go-To-Market Framework
Key Takeaways:
- The importance of velocity
- How GTM leaders can know when (and how) to scale
- How to create “enablement ramps” that will ensure successful scaling
Every company wants to scale well. How can they guarantee that they’ll do it right?
The answer: revenue operations.
In this episode, Sangram and Bryan dive into the “O” of the MOVE framework–operations. They talk about exactly what your operations team, tactics, and strategy should look like at every stage of your business. Consider this episode your RevOps 101 course.
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
Additional Resources:
- MOVE: The 4-Question Go-To-Market Framework
Key Takeaways:
- What RevOps is, and when you should be focusing on it
- Questions every company needs to be asking when creating operations plans
- Exactly what your RevOps scorecard should look like (and why you should be presenting it at every exec meeting)
TAM is out - TRM is in.
In this episode of Author’s Cut, co-authors of the MOVE book Bryan Brown and Sangram Vajre talk about the “M” in the MOVE framework - Market. Bryan and Sangram explain why they think “Total Addressable Market” may not be the best baseline for your marketing strategy...it’s actually “Total Relevant Market”. Here’s how you find your TRM, segments, and cohorts–and use them to determine who you should market to. Next week, they talk about the "O" -
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
Additional Resources:
- MOVE: The 4-Question Go-To-Market Framework
Key Takeaways:
- Total relevant market is who you should actually be focusing your marketing energy on
- The way you market should change as your go-to-market strategy shifts and grows
- Go and ask your organization what stage of the business you’re in. Don’t rush into the next one, until you nail this one!
When you’re building a company around your product, there are a few crucial mistakes you need to avoid. The perfect person to walk us through the playbook for product-led growth is my friend Scott Voigt, Founder & CEO at FullStory.
In this episode, he shares the story behind FullStory, why he chose to grow his company alongside his product, and how to apply his learnings to your own go-to-market strategy–no matter what stage you’re at.
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for "MOVE Sangram Vajre" in your favorite podcast player.
Additional Resources:
- MOVE: The 4-Question Go-To-Market Framework
Key Takeaways:
- Sometimes hearing “that would be really hard”, means you’re on to something
- “Founder happy ears”? It’s a thing.
- You can’t rely on product alone–sales, customer success, and marketing need to align
Sales and marketing: it’s time to make some room.
Say hello to customer success–the new roommate in the go-to-market space. Every GTM strategy must include not only sales and marketing, but customer success, too! And I’ve brought in two great friends and brilliant GTM leaders to talk about this new roommate.
Kelly Ford Buckley, General Partner & Fintech Investor at Edison Partners, and Jay Baer, Founder of Convince & Convert, join me on this episode–you’re not going to want to miss it. Let’s go!
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
With what is happening all over the world, we have a throwback today with Alicia Esposito, Director, Content + New Media @ G3 Communications, talking with Cole Baker-Bagwell, Founder & Chief Kindness Advisor at Cool Audrey, Inc, about her experience working in an environment that prioritizes kindness and mindfulness and all the benefits that come from it.
Cole covers:
- How kindness & mindfulness can change business
- Definitions & implementation strategies
- Tips & tricks for the audience
Check out this additional resource mentioned in the episode:
- coolaudrey.com
And be sure to check out the PEAK Community to get involved in conversations like this happening every day!
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
It’s pretty easy to feel when something is off or not-aligning within a business. But figuring out what those tangible go-to-market issues are so that you can fix them is a different story.
Recognizing the issues quickly is the shortest route to recovery.
On this episode of MOVE: Author’s Cut, Co-authors Sangram Vajre and Bryan Brown, point out common issues that show your go-to-market is broken and how to respond.
What we discussed:
- Telltale signs of a broken go-to-market framework
- How to respond to the issues
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
If you’re a company that serves an enterprise, you might configure your service to meet every need of that one customer; but what about when customer two comes along?
If you’re looking to scale your company, you need to lead with product instead.
We speak with Scott Voigt, Founder & CEO at FullStory, about his insistence for a product-led approach and how it has succeeded with his own company.
What we discussed:
- Being thankful for product-led growth
- The timeline of building FullStory & invention conversations
- The go-to-market strategy today
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
Most businesses are underdelivering because they still market to their prior business stage, rather than the one they’re currently in.
You have to transform to fit your market.
On this episode of MOVE: Author’s Cut, Co-authors Sangram Vajre and Bryan Brown explain the ‘M’ in the MOVE framework— discussing why it’s so important to market to the right audience when moving to a new business stage.
What we discussed:
- The M in the MOVE framework
- The call to action for companies
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
Within the topic of go-to-market, there are 4 disciplines:
- Sales led
- Customer led
- Product led
- Category led
And while it’s still uncertain which option is the best approach, there is one common thread among all 4 — understanding the customer. At the end of the day, it’s still all about the customer and providing an incredible experience.
We speak with Scott Dorsey, Managing Partner at High Alpha, about the 4 categories, why the customer should always come first, and how culture impacts a business.
What we discussed:
- Dissecting the 4 categories of go-to-market
- Building a business: the early days of gaining customers & CEO difficulties
- The role of expansion as you move through go-to-market
- Advice for listeners about go-to-market & who owns it
- Stories of culture that have succeeded or failed & CMO advice
Check out this resource mentioned in the episode:
- MOVE: The 4-Question Go-To-Market Framework
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
Listening on a desktop & can’t see the links? Just search for MOVE in your favorite podcast player.
Go-to-market used to be all about the product getting to market. Now, it’s increasingly about connecting with the market and then bridging it back to the product.
The best way to connect to your market: Focus on the story your brand is putting forth.
Geoffrey Moore, is an author, speaker, & advisor best known for Crossing the Chasm and Zone to Win with the latest book being The Infinite Staircase; he is also a partner at Wildcat Venture Partners. We speak about go-to-market, how people are getting the strategy wrong, and what the future holds.
What we discussed:
- Defining go-to-market & pinpointing who owns it
- The 3 Ps: examples of failure
- The future of go-to-market
- Choosing the right go-to-market for the right category
Check out this resource mentioned in the episode:
- MOVE: The 4-Question Go-To-Market Framework
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
When it comes to go-to-market, there’s 3 stages that companies find themselves in:
-Ideation
-transition
-execution
But without knowing where you are, you’re going to struggle with where to go next.
On this episode of MOVE: Author’s Cut, Co-authors Sangram Vajre and Bryan Brown, break down these 3 stages and help your business attain the right to become a Platform Market Fit Company.
What we discussed:
- The 3 stages of go-to-market
- HubSpot’s journey through the 3 stages
- How to take your organization to the next level with this framework
This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
When we think of the best point of contact with a customer, we often think it’s a salesperson.
The real answer: Customer success.
It’s more important to align your business value with customer needs than pressuring them with a product.
Geoffrey Moore, is an author, speaker, & advisor best known for Crossing the Chasm and Zone to Win with the latest book being The Infinite Staircase; he is also a partner at Wildcat Venture Partners. We speak about the inspiration behind his books, aligning customer success, and product market fit.
What we discussed:
- Putting customer success in front of marketing & sales
- Researching the chasm & product market fit
- Working backwards from the business value
Check out this resource mentioned in the episode:
- MOVE: The 4-Question Go-To-Market Framework
This is a #MOVE podcast. This is a #MOVE podcast. Check us out on Apple Podcasts, Spotify, or here. Check out themovebook.com and you will find all the templates and scorecards to download for free and even an assessment that will help you find your next MOVE, faster.
The Flip My Funnel Podcast is now MOVE: The Go-to-market Podcast.
Bryan Brown and Sangram Vajre–co-authors of MOVE: The Go to Market Framework–give listeners an exclusive behind-the-scenes look at how the MOVE framework came to be, and how excited they are to shed some light on the story behind their process.
In this introductory episode, the co-authors share some of their favorite stories from their journey of interviewing dozens of marketing visionaries, share exclusive content, and provide a sneak peek of what’s to come.
What You’ll Learn: :
- How the MOVE framework was developed
- Go-to-market: why should we care?
- Sangram and Bryan’s favorite findings after asking marketing visionaries the question: who owns go-to-market?
This is MOVE: The Go-to-market Podcast. Join us on Apple Podcasts, Spotify, or here. Listening on a desktop & can’t see the links? Just search for “Sangram Vajre” in your favorite podcast player.
On this final episode of The Flip My Funnel podcast, we look back on some of the show's highlights. Building an entirely new category of ABM, this show functioned as a way to educate, define, and bring the community together.
But the conversation is evolving and so. are. we.
Sangram Vajre of Terminus, recounts how the podcast got its start, the lessons learned along the way, and what’s next for the show.
What we discussed:
- Why Sangram started Flip My Funnel
- How B2B is changing
- The show’s next MOVE...
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
With so many CMOs becoming the CEOs of their respective companies, it’s time to ask the question for those CMOs looking to follow the same steps: What are the actionable steps to get there?
We speak with Jeff Perkins, CEO at ParkMobile, about his journey from CMO to CEO and his big lessons that every marketer should know to become CEO.
What we discussed:
- A background on Park Mobile & how Jeff became a CMO
- What compelled Jeff to become CEO & relationship building
- The timeline to become a CEO
- The power of networking
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
When a business is aligned, culture thrives, revenue and value creation is balanced, and it promotes exponential growth. But only if marketing leads the way. Otherwise, if everyone thinks they own the strategy, no one will own it.
We speak with Kelly Owen Grover, Vice President of Growth at Acoustic, about the relationship between product, marketing, and sales and how to avoid silos within your business.
What we discussed:
- Understanding who owns strategy & how to delegate
- How marketing can drive corporate strategy
- The feedback loop and tactics the audience can use
- Bringing a champion into the weeds with you
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Being a leader today just isn’t the same as it used to be. Almost anyone in a leadership position today will tell you that it’s 110% harder. And why? The caliber of employees has changed.
We speak with Tim Elmore, Founder and CEO at Growing Leaders, Inc., about why the employees of today have higher expectations and how to arm yourself with the tools needed to maintain good team members.
What we discussed:
- Why leading today is harder than in the past
- How to balance being a visionary & having a blind spot
- How stubbornness & open-mindedness can both be leveraged by leaders
- Setting high standards as a market leader & the golden gate paradox
Check out this additional resource mentioned during the episode:
- The Eight Paradoxes of Great Leadership by Tim Elmore
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
An evangelist stems from the idea of bringing the good news. In business, the chief evangelists' role is to help people buy into the vision of the company. And that’s exactly what our guest today has done for Apple and Canva.
On this episode of our Takeover Tuesday series, we speak with Guy Kawasaki, Chief Evangelist at Canva, about what it means to be an evangelist and why you can’t bludgeon people to become believers.
What we discussed:
- Guy’s work at Apple as chief evangelist
- How to be a great chief evangelist
- The high importance of formal education
- Looking for the difficult experiences
- A challenge for the audience
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
If you’re a B2B marketer, you’ve probably heard from executives that LinkedIn is pointless, expensive, and doesn’t deliver quality leads. Our guest, however, feels different. For them, LinkedIn conversation ads have been a game changer.
Corrina Owens, Senior ABM Manager at Gong, discusses why this network is worth the spend and shares some examples with the audience.
What we discussed:
- Why LinkedIn conversation ads are different
- LinkedIn examples for the audience
- The LinkedIn conversation ad strategy
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
If you ask 10 people what the definition of ABM is, there’s a high likelihood that you’ll receive 10 different responses. But proceed with caution: Don’t let the terminology get in the way of delivering great marketing.
Corrina Owens, Senior ABM Manager at Gong, walks us through her digital-centric approach to ABM and strategies the audience can take.
What we discussed:
- The dos and don’ts of ABM
- The benefit of technology with ABM to scale your business
- Discussing success metrics
- Keeping ABM top-of-mind for internal stakeholders
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
If you’re looking to adopt agile, before you go out and start learning software development like Scrum, you need to get aligned around the desired outcome you’re looking for when adopting.
We speak with Jim Ewel, Trainer, Coach, and Author of The Six Disciplines of Agile Marketing, about why agile is more than just a buzzword and gaining alignment within your organization.
What we discussed:
- Why agile marketing has not been well understood
- Increasing the pace at which Twitter does testing
- Shifting marketer mindset with cultural shift
- Focusing on the right logistics with meetings
- The major pillars of agile marketing
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Taking time to reflect on what worked or didn’t work for the quarter is a good way to regroup and figure out what to do as we head into the unpredictable future. At the very least, it’s a way to therapize our shared challenges with the market.
In this special quarterly state of the market episode, we touch on emerging trends, what executives are seeing in the marketing world, and the business world in general.
Our panel includes:
- Darryl Praill, CRO at VanillaSoft
- Michael McCunney, Vice President, Marketing at Revenue Analytics, Inc.
- Caitlin Clark-Zigmond, Director, Global Demand Center and Mid-Market Marketing at Intuit
- James Gilbert, Head of Marketing at CRMNEXT
What we discussed:
- What didn’t work this quarter
- What worked this quarter
- What they’re looking forward to
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Being the only woman in a tech company can come with its fair share of challenges; as you navigate classic archetypes during a disagreement, you may start to wonder whether you handled the situation appropriately. Our guest is here to remind you: You are in control.
On this #onehero episode, we discuss an article by Cory Munchbach, Chief Operating Officer at BlueConic, about how to survive being the only woman in a workplace, staying confident and competent through it all.
What we discussed:
- The difficulties of being the only woman in a workplace
- Building a great community as a leader
- Straddling boundaries with networking
- Advice to women in the workplace
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Some people are naturally morning people. For others, coffee might be the only way to get them out of bed. If you fall into that latter category but want to start taking advantage of all the benefits that come with an early start, what steps can you take to revamp your routine?
We speak with Jaime Sewell, Director of Growth at BeniComp Health Solutions, about why morning routines are so important and what to do if you’re ready to take the leap.
What we discussed:
- How to create a morning routine that sets us up for the rest of the day
- Best practices for meditation & affirmations
- Using visualization techniques positively
- The benefits of exercise, reading, and journaling
- Audience discussion
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
If you’re looking to improve your go-to-market strategy, you have to focus on community. If you have a community you can interact with, you’re getting repeat sales, referrals, and qualitative feedback. But how do you achieve this without sending out different interaction points for each piece? By using a talk-show format through the internet’s distribution channels.
We speak with Pablo Gonzales, Founder and Chief Executive Connector at Connect With Pablo, about the talk show format and how to create value for your business.
What we discussed:
- The significance of the talk show format for go-to-market
- The 3 pillars of value, connections, & content
- A personal story about the power of the community
- Audience questions & answers
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
When you think of your favorite brands, are they selling products or a story? People buy from brands they trust. And one of the best ways to build that trust is to tell a story that consumers can stand behind.
We speak with Zoltan Lorantffy, Global Marketing Director at Tidal Migrations,about why a brand selling convenience, empowerment, & community will always go further than product.
What we discussed:
- The connection between a brand and it’s story
- Understanding what a brand really is
- The future of brands in the digital age
- How to improve your brand
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Positioning is fundamental to any business looking to provide clarity around competition, differentiation, and value. So why, then, do so many companies struggle with weak positions?
We speak with April Dunford, Founder of Ambient Strategy, about her background in positioning and shares some of the common mistakes that companies make.
What we discussed:
- Creating a methodology for positioning & avoiding traps
- How to fix weak positioning
- Deciding between an existing market category or creating a new one
Check out this additional resource mentioned during the episode:
- Obviously Awesome by April Dunford
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
When you think of the needs of sales & marketing, design probably isn’t the first thing that comes to mind. Despite this, design is everywhere: It’s visual problem solving. It’s a business strategy. It’s a way to position your voice in the market.
In this #onehero episode, we speak with Shannel Wheeler, Founder of Awesome Design Academy, about everything design and its role in business.
What we discussed:
- Why sales & marketing needs design
- Design’s role in brand consistency
- Design’s trust & credibility
Check out these additional resources mentioned during the episode:
- Awesome Design: 25 Things You Should Know Before Becoming a Graphic Designer by Shannel Wheeler
- Design Insights by Shannel Wheeler
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
When you think of the needs of sales & marketing, design probably isn’t the first thing that comes to mind. Despite this, design is everywhere: It’s visual problem solving. It’s a business strategy. It’s a way to position your voice in the market.
In this #onehero episode, we speak with Shannel Wheeler, Founder of Awesome Design Academy, about everything design and its role in business.
What we discussed:
- Why sales & marketing needs design
- Design’s role in brand consistency
- Design’s trust & credibility
Check out these additional resources mentioned during the episode:
- Awesome Design: 25 Things You Should Know Before Becoming a Graphic Designer by Shannel Wheeler
- Design Insights by Shannel Wheeler
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
It can’t be understated: Being a marketing leader of a startup can be crazy and chaotic. Out of the million tech startups formed every year, only 60% make it to series A, 20% make it to series B, and only 200 go IPO. The good news, however, is that once you make it, you have a strong chance of continued success.
Our guests today, Leela Gill, VP of Marketing & Design at Intelligence Node, and Vijay Damojipurapu, Founder and Principal at Stratyve, share two strategies to help grow your business and reinforce your position as a marketing leader.
What we discussed:
- Understanding what makes early stage company success so difficult
- The operating framework
- The growth flywheel
- Audience questions & answers
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
You’ve probably heard about intent data before, but might not know just how beneficial it can be to an organization when you have a firm understanding of all its use cases. To understand the full scope of what intent data can do, we’ve brought on a team of experts to each share their experiences.
Members of this roundtable discussion include:
- Michael McCunney, Vice President, Marketing at Revenue Analytics, Inc.
- Lisa Sharapata, CMO at BoostUp.ai
- James Gilbert, Head of Marketing at CRMNEXT
- Millie Resnick, Vice President Product Marketing at Bombora
- Kerry Cunningham, Product Marketing at 6sense
- Robin Izsak-Tseng, VP of Revenue Marketing at G2
What we discussed:
- A deep dive into understanding intent
- Breaking down different types of data
- How intent data can help an organization
- Gathering evidence that a prospect is in-market
- Mapping intent data in order to operationalize it
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Measuring revenue channel success can be tricky in modern times. Before, executives could look at incoming leads, and other traceable metrics to know how well they’re doing.
But in the digital age where word of mouth through social media carries a hefty amount of the revenue, it might be time to ditch attribution software for less conventional tactics like asking customers directly.
To walk us through why it’s important to move away from attribution software, we speak with Chris Walker, CEO of Refine Labs.
What we discussed:
- Why attribution software is no longer enough
- The attribution mirage
- Audience questions & answers
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Once a decision is made, it becomes a story. Enough stories make up a life. When you look back and tell that grand story to your loved ones, do you want to be the hero or the villain?
We’ll all be faced with decisions either personally or professionally that will go against our values. Framing each decision as a future story can help us develop and shape our careers and personal lives.
We speak with Andy Stanley, Founder of AndyStanley.com & Author of Better Decisions, Fewer Regrets, about his idea of the internal salesperson and creating clarity for your organization.
What we discussed:
- Andy’s book and the internal salesperson
- Making the tough decisions as an organization
- Your integrity as a leader & simplifying decision making
- How to know what the wise thing to do is
- Audience questions & answers
- A challenge to the audience
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
The subscription economy has led to a huge change in the software world. All of a sudden, customers aren’t a one-and-done deal. If they’re not satisfied with a product at the end of their subscription, the company will notice when they don’t renew.
This has pushed customer retention into the limelight. But what steps are taken to retain more customers?
On this episode of the Tuesday Takeover series, we speak with Dan Steinman, Chief Evangelist at Gainsight, all about customer success and his transition into the chief evangelist position.
What we discussed:
- How customer success at Gainsight came to be
- Transitioning from chief customer officer to chief evangelist
- Integrating an evangelism role into your company
- Discussing the book: Customer Success
- A challenge for the audience
Check out this additional resource mentioned in the episode:
- Customer Success by Nick Mehta, Dan Steinman, & Lincoln Murphy
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Every business knows that creating a better customer experience should be a priority. And oftentimes, a business will see the benefits right away. The issue, however, is scaling. There’s no time to grind away with every individual. Yes, you’re creating an advanced customer experience, but at the cost of a lot of time.
Our guests today, Lisa Sharapata, CMO at BoostUp.ai, and James Kessinger, Chief Marketing Officer at Hushly, walk us through the ways of scaling your customer’s buying experience with ABM.
What we discussed:
- Scaling the customer journey with company investment & technology
- Working with your sales team to get the most out of your accounts
- Audience questions & answers
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Becoming a CMO is a success in itself; but retaining the role is another success entirely. To better understand why, we speak with a panel to share personal experience and what it's really like to be a CMO.
Shawn Herring, VP of Marketing at PandaDoc, Deanna Ransom, Head Of Global Marketing at Senzing, Inc., and Gaurav Bhatia, Chief Marketing Officer at PenFed Credit Union, join the panel to discuss the CMO position and some hidden truths that could help you make a more informed decision if you’re pursuing the role.
What you’ll hear:
- Breaking through the ceiling to get promoted
- What makes a good CMO versus a bad one
- Where CMOs spend the majority of their time
- Audience Q&A
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
A former CEO of our guest once said, “Get me as many leads as you can; I’ll let the sales team figure it out.”
But what if those leads are mostly not interested? Time and resources could've been saved following up on smaller, more precise audiences instead. So, what led to this obsession with leads and why is it time for us to let go?
Justin Keller, VP of marketing at Terminus, discusses how to throw out lead generation in favor of ABM strategies.
Justin covers:
- Understanding leads and their place in the sales journey
- Coordination & cooperation w/ sales, marketing, and customer success
- Optimizing for pipeline acceleration
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
We’re living through a workforce composed of 4 generations each with its unique set of values. A 21 year old is going to have vastly different priorities than a 78 year old. So, how do you get those groups to collaborate?
Tim Elmore, Founder and CEO at Growing Leaders, Inc., discusses generational diversity and how to create harmonious relationships between the groups.
Tim covers:
- Understanding generational diversity
- What has shaped each generation
- Leading through a pandemic
Check out this additional resource mentioned during the episode:
- Timelmore.com
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Most people are aware of Quora. As a marketer, though, I bet it’s not on your top ten list of things to do this year. And why should you? You have a blog and are active on Linkedin. What value could Quora bring that you don’t already have through a different channel?
JD Prater, Head of Marketing at Osmos, discusses Quora and how it’s providing high intent value to their audience. When someone is on Facebook or Twitter, they might just be scrolling through. When they go onto Quora, they’re bringing a specific question.
JD covers:
- Being an evangelist at Quora & measuring success
- Explaining the value of Quora for marketing & sales
- How to organize good content
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Whether you’re a new company or an established one, our speaker today has a question for you: Are you using ABM yet?
Adopting ABM is one of the fastest ways to drive a business forward. However, there are some easy missteps if you’re not informed.
Dan Englebretson, Founder and Head of Client Services at Khronos, discusses his top 10 lessons when adopting ABM to get the most out of it.
Dan covers:
- Dan’s background & goals for the audience
- The 10 lessons for ABM
- Audience Q&A
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Are you a dreamer, driver, or doer? Taking on a leadership role comes with its fair share of new responsibilities. Among them — going from a doer to a delegator. Learning how to delegate instead of taking on everything yourself is essential to success and future promotion.
Tricia Sciortino, CEO of Belay, discusses her journey to CEO, insight into shifting her mindset from doer to delegator, and how the COVID-19 pandemic changed company priorities.
What you’ll hear:
- Tricia’s 12 year journey to CEO
- Shifting mindset when taking on a new position
- Keeping up with communication & cohesion through the pandemic
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Your company doesn’t exist in a vacuum. It’s a push and pull relationship with competing companies. Ignoring key aspects of direct competitors is a misstep that can inhibit the go-to-market team and, ultimately, your success.
Sudeep Cherian, Senior Director and Head of Global Product and Solutions Marketing at LinkedIn, discusses competitive enablement and how it helps his team win business.
Sudeep covers:
- Internal team structure & collaboration tactics
- The difference between sales enablement & revenue enablement
- Finding & obtaining relevant intel on competitors
- Measuring success in relation with sales enablement
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
We’ve all been given a second chance at some point in our lives. But, workplaces aren’t always so forgiving. Televerde is looking to change that — attracting, training, and developing previously incarcerated women for the workforce.
Deanna Ransom, Head Of Global Marketing at Senzing, Inc., discusses how Televerde is helping give women cutting-edge work experience and why more companies should emulate the strategy.
What you’ll hear:
- Televerde’s training & employment strategy explained
- Removing the stigma of incarceration
- Creating diversity in the workforce
- Using marketing to create brand authenticity
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
As a marketer you want to take pride in your brand; and, while you want to build relationships and interest, it’s important to know how to keep your message from sounding like spam.
Tyler Lessard, VP of Marketing and Chief Video Strategist at Vidyard, joins the show to discuss his strategy on how to do account based marketing effectively in a way that engages the audience.
What you’ll hear:
- Targeting the right accounts
- Explaining the 4 steps to better engagement
- Automation & scale w/ ABM
- Audience Q&A
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
The move to digital has changed the marketing function and has created gaps that marketers need to be aware of. Without a firm understanding of how to capture the initial attention of the customer, you’re leaving revenue on the table.
Chris Walker, CEO at Refine Labs, discusses these gaps and his new framework to uncover the dark funnel.
Chris covers:
- Acknowledging the gaps
- Developing a new framework for marketing
- Audience questions & answers
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
If you want your revenue and sales to grow, applying analytics, automation, and attribution to your MarTech stack is the way to do it; and our host and guest are here to show you how.
Renee Catania, Brand Manager, Commercial Laundry at Whirlpool Corporation, and Liz Brohan, Chief Executive Officer at CBD Marketing, discuss how to align marketing strategies and Whirlpool’s integration techniques.
Renee covers:
- Aligning the MarTech stack to the buyer’s journey
- Connecting analytics, automation & attribution to sales success
- Integration across the campaign & different platforms
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
For a lot of sales reps, they’re spending more time on administrative tasks than they’d like to. To help get them back to selling faster and be fully present during a sales call, reps are starting to use a conversational intelligence tool called KAIA.
Craig Matarazzo, Enterprise Account Executive at Outreach, discusses KAIA and how it’s long list of features are so beneficial.
What you’ll hear:
- Host introduction
- The benefit of using KAIA
- Audience questions & answers
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
In this open forum conversation, we break down the myth of around category building — where most people get confused and how to better define the experience a company is building.
Christopher Lochhead, Co-Creator of Category Pirates, Kevin Maney, Partner at Category Design Advisors, and Al Ramadan, Founder and Category Designer at Play Bigger, join the show to discuss category building it’s all its finer details.
The three cover:
- Common category building mistakes
- When to use category design and when to avoid it
- Driving market cap for growth companies
- Inviting analysts into the cycle
- Audience questions & answer
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Most companies just don’t get it.
The most successful companies are built on strong go-to-market teams. It’s time to stop assuming it’s a marketing problem and get to the root: Your CEO owning go-to-market. And our guest today is courageous enough to walk us through it with insight from his new book.
Rowan Noronha, VP Product Marketing and Founder at Product Marketing Community, Megan Heuer, VP Strategic Initiatives at Winning by Design, Sangram Vajre, Chief Evangelist at Terminus, discuss the questions and stages every company should be aware of in regards to their go-to-market strategy.
What we discussed:
- Understanding why great companies fail
- The MOVE framework and its 4 questions
- Knowing who owns go-to-market
Check out this additional resource mentioned during the episode:
- MOVE: The 4 Question Go-To-Market Framework By Sangram Vajre
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Most people lean towards a high paying job with the intent to retire as early as possible. But, what happens when you’ve been sitting on a beach for 6 months bored out of your mind? Taking a low paying job in a field you’re passionate about might feel like a huge risk — but it could just as easily be the ticket to a lifetime of happiness.
In this episode, we summarize the interview with Autumn Coleman, Lead Solution Engineer at Salesforce Marketing Cloud, touching on professional risk and knowing the right time to take it.
What we discuss:
- Defining professional risk
- Finding your professional happiness
- Creating the right mindset
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
In this special B2BSMX Q & A episode, we are talking all about ABM and how to launch it for SMB.
We speak with Jessica Fernandez - Manager, Growth Marketing at Rapid7, Muhammad Yasin - EVP, Marketing PERQ, and Ashley DuBois- B2B Marketing Manager at United Airlines about their experience with ABM. After introductions and overview, we dive into the Q & A with the audience.
Justin’s Panel covers:
- What marketing training they’re tired of
- The differing structure of go-to-market teams
- Audience questions & answers
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Are your advertising dollars helping enable your sales team to sell to the target audience 100% of the time? Or are you missing the mark and wasting resources? If you want a strong performance from your ads that brings in C-Level leaders, person-based advertising is the way to do it.
Dmitri Lisitski, CEO at Influ2, and Marcus Ackerland, Senior Manager, Performance Marketing at Amplitude, discuss person-based advertising and how it can align sales and marketing.
Dmitri and Marcus cover:
- Explanation of person-based advertising
- Examples of use-case and successes
- Key takeaways at a high level
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Very few businesses have been able to sell one product to a market through one channel. They’ve had to branch out — looking at expanding products or finding new markets and channels. Sadly, most of these expansion opportunities fail. But why?
Mark Roberge, Managing Director at Stage 2 Capital, discusses predictable growth strategy and how the framework can help increase the successfulness and speed of these expansions.
Mark covers:
- Why your new product launch isn’t going well
- The science of scale
- Defining product market fit
Credit the above framework to Michael Tushman and this article from HBR: https://hbr.org/2004/04/the-ambidextrous-organization
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
We all like to think that we’re above average drivers, right? But, realistically, that can’t be the case for everyone. The same can be said about interviewing for a job. Are you really as prepared as you think you are?
Abdul Rastagar, GTM Lead at Benchling, discusses why we tend to think we’re better than we are and what makes a truly good marketing candidate, whether they’re just starting out or have been in a game for a while.
Abdul covers:
- Bringing data & narrative to interview
- Biggest mistakes that candidates make
- Q&A w/ the audience
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
What makes you buy one loaf of bread over another? They’re both bread right? When a brand differentiates itself from another, the choice is easy. Ignoring the art of differentiation can leave your loaf stale on the shelf.
We speak with David Brier, President and Creative Director of DBD International, about branding’s essential part of a product’s success.
David covers:
- How to become scalable through writing a book
- Letting a brand breathe instead of suffocate
- A challenge for the audience
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
You can find Amber on LinkedIn and her website
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Selling a product to a buyer in today’s market can be difficult with so many competitors offering similar solutions. The tendency is to differentiate yourself by providing detailed product messaging, but this isn’t always the case.
In this episode of our Takeover series, we hear an episode from Emisary's "ABM Mythbusting Series".
Bernard Brower, Former VP IT North American Consumer Group, Global R&D - J&J, discusses what a buyer is really looking for and how to foster future sales.
Bernard covers:
- Missing the mark with product messaging
- Tipping the scale with similar products
- How a marketer stays top of mind
- What to look for in a product pilot
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Less than 1% of marketers have a shot at becoming CMO — a hard statistic, but one that can guide a marketer either way. Learning more about the CMO can help you realize that the role isn’t for you; or, if it is, help you boost your chances.
Sangram Vajre, Host of the Flip My Funnel Podcast at Terminus, discusses what it takes to be a CMO and how to get there for those inclined.
Sangram covers:
- The secret CMO formula
- 5 questions for the audience
- A challenge for the audience
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
You’ve probably received one or two prospecting emails over the past week. But the question is: have you opened them or sent them directly to your trash? Only 62% of people say they will possibly open an email and marketers are trying to figure out how to be one of the lucky few.
In this episode of our Takeover series, we hear an episode from Emisary's "ABM Mythbusting Series".
Mike Conley, Former CIO Optim, currently CTO United Health Group, discusses the ways to get potential customers to open the emails and how to maintain those relationships once you have them.
Mike covers:
- Prospecting email mistakes
- Focusing on the wins
- Asking for permission
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
In business, it might feel like the only way to get ahead is to keep your nose to the grindstone and focus on yourself.
Despite the generally held belief, the opposite is true. Being generous and asking for help in the workplace leads to quicker promotions, more money, and a happier lifestyle.
Sarah Allen-Short, Vice President of Give and Take, discusses this idea that the best employees lead with generosity and how to incorporate it more into your daily routine.
Sarah covers:
- Why generosity and asking for help works
- Expanding your network with the reciprocity ring
- The reciprocity ring exercise
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
A technical evangelist and a marketing evangelist will each sit down to write a blog post about what evangelism is — and they’ll both be right. In a position that defines itself by what needs to be reacted to, the role can be complicated to explain.
We speak with Dave Isbitski, Principal Developer Advocate for Amazon Web Services, about what it really means to be an evangelist and be at the forefront of the voice-first revolution.
Dave covers:
- What evangelism means to Dave
- Understanding the voice-first revolution
- 2 specific questions for David & an audience challenge
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
There’s a common sentiment that if it’s not in the budget, it won’t happen. However, after surveying over 100 emissaries, the days of strategizing appropriate times to market to clients through the fiscal year might be over.
In this episode of our Takeover series, we hear an episode from Emisary's "ABM Mythbusting Series".
Sara Nunez, Chief Executive Officer at Dream To Succeed US, discusses how funding out-of-cycle is no longer a big deal and what that means for investments and customer needs.
Catherine covers:
- How budgeting is changing
- Getting budgeting attention as a marketer
- Why loyalty is more important than sales
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
It’s no secret that the COVID-19 pandemic has changed how we all live our lives and interact with businesses. Adjusting to the change and knowing where to focus ad-spending can be the differentiator for the future of your company
We speak with Jillian Ryan, Senior Director, Content Strategy at Brightcove - formerly Principal Analyst at E-Marketer, about best practices for ad-spending in a COVID-19 world.
Jillian covers:
- The pandemic’s impact on the B2B sector
- Exclusive E-Marketer estimates for B2B spending
- Industry estimates in regards to their advertising
- Best practices to target your audience
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Are you effectively positioning yourself to grab your audience’s attention? Unless you’re finding a way to solve your audience’s problems before they even have to ask, you may be doing something wrong. Make sure you stand for something.
We speak with Seth Godin, Founder and CEO of Do You Zoom, about positioning and how to effectively stand out rather than be generic.
Seth covers:
- Discussing the idea of positioning
- How to stand out in marketing
- If you’re not a community, you’re simply a commodity
Check out this additional resource mentioned in the episode:
- This Is Marketing by Seth Godin
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Avoid procurement at all costs — this has been the sentiment among sales and marketing teams as they try to show value and secure advocates. However, after some executive tech buyer polling, building relationships with procurement partners may be a good idea.
In this episode of our Takeover series, we hear an episode from Emisary's "ABM Mythbusting Series".
Catherine Kelly, General Manager, Operational & Commercial Excellence, CP Operations at Shell, discusses how procurement has changed and what benefits it has to your company today.
Catherine covers:
- Procurement’s change in value
- How procurement has become more strategic with technology
- How to maintain a long relationship with procurement
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
We all know what ABM is, right? It’s sending out generic emails to customers but auto filling their name at the top so they feel special.
...we must do better.
ABM is about genuine personalization, not the faux-attempts that plague the space and everyone can see through.
We speak with Jimit Mehta, Head of ABM at CommerceIQ, about the idea of hyper-personalization at scale using ABM to its full potential.
Jimit covers:
- Understanding hyper-personalized ABM
- Getting the most out of personalization automation
- Consistent data testing
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
What makes for a good business launch? Is it when the vision plans match the outcome? Or is it about the learnings along the way — realizing all the ways the company has come together and how to stay on track into the future?
In this final episode of this takeover miniseries, Jonathan Gandolf, Co-Founder & CEO, and Brett McGrath, VP of Marketing of The Juice, join the show to discuss some insight on launch planning and keeping the business momentum rolling indefinitely.
Jonathan and Brett cover:
- Handling a high volume of work during adoption
- A deep dive into launch planning
- Plans for post-event momentum
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Taking a look at your annual marketing plan, you may be apprehensive to uproot it, even in favor of a slightly improved plan. So what can a marketing team do in lieu of timely restructuring? Improve the template rather than replace it.
We speak with Pam Didner, Founder at Relentless Pursuit, about the 7 key elements of marketing strategy and how to integrate them into existing marketing plans or to give a framework for those who have yet to adopt a plan.
Pam covers:
- Understanding marketing plans
- The 7 key elements of marketing strategy
- Final thoughts for the audience
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Building business launch momentum is one thing; but, keeping that momentum rolling after launch is another. When momentum is so intangible, are there specific strategies a company can use or is it a guessing-game?
Jonathan Gandolf, Co-Founder & CEO, and Brett McGrath, VP of Marketing of The Juice, join the show to discuss momentum — touching on it in a previous episode, Jonathan and Brett take a deep dive, looking at momentum before and after launch.
Jonathan and Brett cover:
- Managing passionate chaos
- Pros & cons to building business momentum
- Handling momentum after the launch
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Switching from a traditional demand waterfall to a demand unit waterfall comes with its fair share of challenges. Reaching out to the community for additional support is a good way to ease the transition — allowing activation of the entire buying committee within target accounts.
Joining the show from Bazaarvoice, Jen Leaver, Senior Global ABM Manager, and Kate Hahn, Director of Global Demand Generation and Retention, discuss current challenges and how to solve them.
In this episode:
- Challenges of moving into a demand unit waterfall
- Listing out marketing problems to address
- Discussing audience solutions
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
It’s a fact of life: we all get distracted. Think of all the times you’ve watched television instead of exercising like you said you would; or, thinking about lunch instead of the meeting you’re in the middle of. Why do we make so many promises that we seem unable to keep?
We speak with Dr. Nir Eyal, Author of Hooked and Indistractable, about his strategies for controlling attention to get more out of our workplace and personal experiences.
Dr. Nir covers:
- Understanding why we get distracted
- The 4 pillars of distraction
- Key Takeaways for the audience
Check out this additional resource mentioned in the episode:
- www.nirandfar.com/indistractable/
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
The launch of a company is a big deal, but if preparation hasn’t been taken to build momentum up to that launch, you’re wasting valuable time. Think of every musical artist that leaked a few songs to hype up their upcoming album.
Jonathan Gandolf, Co-Founder & CEO, and Brett McGrath, VP of Marketing of The Juice, join the show to discuss why launch should never be just a one-day event.
Jonathan and Brett cover:
- Building momentum to the launch
- Buying the company, not the product
- Discussing the vision for the launch
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
We all know that aligning marketing and sales is a surefire way to improve the ability to close deals and retain customers. So, why aren’t more people doing it? To say it plainly: finger pointing.
We speak with Melton Littlepage, Former SVP of Marketing at Tenable and current CMO at Outreach, and Kate Adams, Former VP of Marketing at Drift and current SVP at Validity Inc., about why we’re getting stuck and missing out on the advantages of alignment and strategies to curb this.
Melton and Kate cover:
- Why sales & marketing struggle to align
- Deep dive into Tenable
- Actionable steps to improve alignment
Check out this additional resource mentioned in the episode:
- Drift.com
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
In the early stages of company growth, it might feel like your attention is being pulled in a million different directions; but don’t let that distract you from the benefit that a few great customers can give during pre-launch.
We speak with Jonathan Gandolf, Co-Founder & CEO of The Juice, about his experience in the early days at The Juice and just how valuable customer relationships really are to the success of the business.
Jonathan covers:
- Discussing founder-led sales
- Customer confidence & expectations
- Passing the torch on customer relationships
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
We all make mistakes and marketing is no exception; but, learning from those mistakes, adjusting for the future, and implementing future strategies is the difference between failure and success.
In this special Q&A episode, we speak with various members of the PEAK community about marketing mistakes, Q1 wins, and strategies to improve upon moving forward.
We discuss:
- Biggest mistakes made as marketers
- The COVID-19 pandemic impact & other key changes on Q1
- Discussing strategies for moving forward
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
What kind of employee would you want in your business? A person unhappy with their job but stays because of the paycheck and security? Or a person who quits, knowing that the position isn’t right for them?
We all want better performance in the workplace, but becoming frustrated at the steps to get there, like letting talented yet unhappy employees quit, is counterintuitive.
We speak with Bob Glazer, Founder & CEO at Acceleration Partners, about performance in the workplace, acknowledging unhappy employees, and how to accept blame into your life.
Bob covers:
- Defining performance in marketing
- Toxicity & culture in the workplace
- Accepting blame & owning the result
Check out these additional resources mentioned in the episode:
- www.robertglazer.com/
- Elevate by Robert Glazer
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
The message of your business plays a big part in developing connections with your audience. But, where do you turn for inspiration when choosing your message? Listening to your audience and letting them define your message is the best way to reflect their needs.
We speak with Jonathan Gandolf, Co-Founder & CEO of The Juice, about early initiatives in creating the brand message and best practices for finding that message.
Jonathan covers:
- 100 conversations w/ 100 marketers
- Team building’s influence on pivoting the message
- Sticking w/ a consistent message
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
What if I said you have a hidden funnel of buyers under your radar — the ones doing research before ever reaching out to you? Now what if I said there’s an automated solution to identifying those leads? That’s what our guest today is here to talk about.
We speak with Andrew Mahr, Chief Customer Officer at Triblio, about predictive orchestration — what it means and how it can help unmask potential customers with marketing campaigns before they ever reach out.
Andrew covers:
- Understanding predictive orchestration
- A discussion w/ Rich Whittington
- Takeaways for the audience
Check out this additional resource mentioned in the episode:
- triblio.com/b2bsmx/
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
We’ve all had to deliver a speech sometime in our lives; and, over time, the more we publicly speak, the better we get. But, once we step down from the stage, that confidence doesn’t always stick around. How, then, do we build that confidence to deliver a brand message?
We speak with Monique Russell, Training & Communication Consultant | Leadership & Relationship Development Coach at Clear Communication Solutions, LLC, about how confidence in communication is an internal struggle rather than something improved upon behind a podium.
Monique covers:
- A communication myth & understanding validation
- Mistakes to avoid with communication
- Next steps for the audience to find their voice
Check out this additional resource mentioned in the episode:
- The Success Principles by Jack Canfield
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Gone are the days when the marketing budget and revenue aren’t measured closely. In today’s world, revenue is the standard by which every marketer stands by; and because it’s so important, our guest has put together a revenue how-to.
We speak with Cody Ward, Senior Director, Demand Generation Marketing at Conexiom, as he explains his 30 revenue rules and why they’re crucial to marketers.
Cody covers:
- Introducing the 30 revenue rules and why we need them
- Explaining the rules
- Audience questions & answers
Check out these additional resources mentioned in the episode:
- What Got You Here Won’t Get You There by Marshall Goldsmith
- The Infinite Game by Simon Sinek
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
What does being a leader really mean?
Is it the title? Is it the responsibilities? Is it the number of people you’re in charge of?
Determining your definition of a leader could help you serve people better and, ultimately, make a bigger impact.
In this episode of #FMF, I catch up with my good friend Patrick Lencioni. Patrick is the founder and president of The Table Group, a firm dedicated to helping leaders improve their organizations’ health.
He’s also the author of numerous books including The Five Dysfunctions of a Team, The Ideal Team Player, and the forthcoming The Motive.
Here’s what we’re unpacking today:
- Defining what a leader is and why it matters
- Seeing your job as a verb instead of a noun
- Why doing the difficult things sets a leader above the rest
To listen to this episode and more like it, you can subscribe to #FlipMyFunnel on Apple Podcasts or tune in on our website.
The COVID-19 pandemic has changed many aspects of everyday life. One of the biggest: how we communicate with each other. The surge in recent podcasts is no surprise as we scramble to connect with our friends and peers. And while the fee for entry into the podcasting world is cheap, you have to have a passion for it to succeed.
We speak with Adam Posner, Founder & President at NHP Talent Group, who shares his experience in podcasting and advice on the digital age of talent recruitment.
Adam covers:
- A podcast myth & Adam’s podcasting start
- Positives & negatives of talent recruitment in the digital age
- Understanding the power of podcasting
Check out these additional resources mentioned in the episode:
- thepozcast.com
- nhptalentgroup.com
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
You can find Amber on LinkedIn and on her website, amplifyology.com
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
As a business, how do you hire? For talent? For experience? What about kindness?
What if leading with kindness and mindfulness helps employee retention, brand loyalty from customers, and creates a team where everyone feels trusted?
Alicia Esposito, Director, Content + New Media @ G3 Communications, talks with Cole Baker-Bagwell, Founder & Chief Kindness Advisor at Cool Audrey, Inc, about her experience working in an environment that prioritizes kindness and mindfulness and all the benefits that come from it.
Cole covers:
- How kindness & mindfulness can change business
- Definitions & implementation strategies
- Tips & tricks for the audience
Check out this additional resource mentioned in the episode:
- coolaudrey.com
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Anyone can be a good leader, but what does it take to be a great leader? Knowing exactly how to step up your leadership game can be challenging if you’re not sure where to focus your energy. Luckily, our guest today knows all the tips and tricks.
In this takeover series episode, Amber Khan speak with Angela Raub, Chief Executive Officer at fieldXperience, who shares insight into what she considers the defining characteristics of a great leader and how to become one if you’ve fallen short.
Angela covers:
- To lead with or without emotion
- Building teams that look up to their leaders
- Remote Work & fostering generational relationships
- Enabling everyone to be a positive leader
Check out these additional resources mentioned in the episode:
- A New Earth by Eckhart Tolle
- More Myself by Alicia Keys
- Dare to Lead by Brené Brown
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
You can find Amber on LinkedIn and on her website, amplifyology.com
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Removing the departmental silos within any organization should be a top priority for any business; but it’s easier said than done.
What are some measurable processes that organizations can integrate and objectively benefit from?
In this episode, Jeff Davis, Associate Director of Business and Brand Strategy at AbbVie, discusses how to align sales and marketing more effectively to add value to every stage of the buyer’s journey.
Jeff covers:
- Misalignment in an organization
- The modern buyer seller relationship has changed
- Helping buyers make decisions
- The buyer’s journey is not a lead handoff process
Check out these resources mentioned during the episode:
- Create Togetherness by Jeff Davis
- meetjeffdavis.com
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
When selling a product, many get hung up auxiliary concerns; simply put: someone will only buy your product if it adds value to their life. The only true way to further your own self interest is to put other’s self-interest first.
In this episode, I talk with Bob Burg, Hall of Fame Keynote Speaker and Bestselling Coauthor of The Go-Giver. We discuss Dunkin’ Donuts, storytelling, cost, and understanding how value is the key to any successful product.
We discuss:
- A deep dive into The Go-Giver
- Shifting from getting to giving
- The idea of selling on price and defining value
- Understanding networking
Check out this resource mentioned during the podcast:
- Shout out to Co-Author of The Go-Giver, John David Mann
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Data has always been around, but the effort to understand data has only become the focus in the last five years. Businesses are starting to realize they need the freedom to adjust due to outside events like the COVID-19 pandemic.
Only then can they provide the first-rate customer experience that all organizations are reaching for.
In this takeover series episode, Amber Khan talks with Jason Foster, CEO at Cynozure, about the evolution of data, businesses focusing on becoming more adaptable, and building a customer experience that reflects the customer.
What we discuss:
- Debunking the biggest data myth
- Data’s importance in today’s world
- Strategies to improve customer experience & outdated data ideas
- Regaining customer confidence
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
You can find Amber on LinkedIn and on her website, amplifyology.com
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Most marketers, if you asked for the number one thing you’d really want to understand in their field, will probably roll their eyes, look at you like you’re stupid and say something like: “Your buyer persona,” or even, “The market, duh.”
And most marketers would be wrong…
What you need to understand more than anything else is your product.
In this Takeover episode, host Amber Khan speaks with Dirk Schart, Chief Marketing Officer & President at RE’FLEKT, who is championing product-first marketing — an approach that creates more cross-team collaboration and, ultimately, more successful marketing
They discuss:
- Why writing about your product is not the same as understanding it
- Why marketers need to work more closely with product development teams
- Practical ways to shift to a product-first mindset
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
You can find Amber on LinkedIn and on her website, amplifyology.com
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
In this LinkedIn Live episode, our panel — including a CMO-turned-CEO, Mark Stouse — discuss what a CEO looks for in a CMO, why metrics and analytics are the backbone of any organization, and how to think about data.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
What makes a sensational leader? Is it enthusiasm? Public speaking skills? If we could pick out the specific characteristics, could we then create a profile that other leaders can mimic?
In this episode, I talk with Duane Cummings, Chief Executive Officer at The Sensational Group. We discuss how disrupting the leadership standard is leading to better communication throughout company teams and innovation.
In this episode we discuss:
- What makes a sensational leader & speaker
- Pinpointing specific characteristics that make a great leader
- A challenge for the listeners
Check out this resource mentioned during the podcast:
- The Sensational Leader by Duane Cummings
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Your top competitor out-sells you month after month. After all the blood, sweat, and tears poured into your product, it feels cosmically abhorrent to allow the injustice.
Or said another way: what gives?
You can have the best product in the world and still undersell if the branding lacks in comparison—what makes your product different from every other on the market?
In this takeover series episode, Amber Khan talks with David Brier, President and Creative Director of DBD International, about branding’s essential part of a product’s success.
What we discuss:
- Discussing branding myths & David’s background
- Differentiating from the competition
- Avoiding branding mistakes
- Crafting a brand story and gaining attention
- Pointing out branding mistakes
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
You can find Amber on LinkedIn and on her website, amplifyology.com
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
If you want to grow your business, you have to look at the soil of your organization — culture. Without fertile soil, your business cannot grow.
However, understanding the culture of your customers can take time.
In this episode, Ricardo González, Cultural Communications Expert, discusses how to navigate culture through different stories and learn about resources that can take your selling game to the next level.
What we discuss:
- The 5 elements of culture
- The 6 stages of cultural mastery
- Examples of successful & unsuccessful brand expansion
Check out this resource mentioned during the episode:
- The 6 Stages of Cultural Mastery by Ricardo González
- The 6 Stages of Cultural Sales by Ricardo González
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Repeat after me: Not all content is created equal. As the first ingredient of the lead generation recipe, it’s essential to get it right — but not enough on it’s own. Mixing all the ingredients of marketing together can be a subtle art: one our guest is willing to share with us.
In this takeover series episode, Amber Khan talks with Darryl Praill, CRO at VanillaSoft, about his experience in marketing and tactics to beat out the competition.
What we discuss:
- Discussing content myths
- Investing fears & content mistakes
- Building reputation how-tos
- Creating & budgeting contagious content
- Future trends for content
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
You can find Amber on LinkedIn and on her website, amplifyology.com
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Many businesses are adopting the Revenue Operations role. But what exactly is RevOps? How is success measured and who do they report to? How does a company know the right time to bring on the new position?
In this special Q&A episode, I talk with Mallory Lee, Revenue Operations at Terminus, and Mark Znutas, Vice President of GTM Strategy and Operations at HubSpot. We discuss the intricacies of RevOps and why it’s so revolutionary.
What we discuss:
- Introductions & the biggest myths of RevOps
- How the RevOps position is measured & transitioned into
- When is a company ready to invest in RevOps?
- Using RevOps to align business operations
- The go-to-market and RevOps connection
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
There's no question: technology has changed sales. A customer can go to a company’s website and order a product directly without ever talking with a salesperson — whether it be a new television or a bigger purchase like a car.
But not all is doom and gloom when it comes to sales automation.
In this episode, I talk with Barbara Weaver Smith, Founder and CEO at The Whale Hunters. We discuss complex sales and how businesses will continue to ask the question — how do I make my business better.
In this episode we discuss:
- The difference between sales 1.0, 2.0, & 3.0
- Sales enablement and technology explosion in sales and marketing
- The future of technology and where salespeople fit in
- A challenge for leaders
Check out this resource mentioned during the podcast:
- Whale Hunting With Global Accounts By Barbara Weaver Smith
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop &
Empathy is something you either have or you don’t, right?
Wrong.
Empathy is something you can build into the culture of your organization.
In this Takeover episode, host Amber Khan speaks with Claude Silver, Chief Heart Officer at VaynerMedia about the secrets to building a culture of empathy in the workplace.
They discuss:
- Energy management
- The effects of large world events in the workplace
- Scaling empathy
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
You can find Amber on LinkedIn and on her website, amplifyology.com
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
ABM is all about marketing, right? I mean, it’s in the name — account-based marketing.
But ABM is more than that. Done right, it should be something that spans your whole organization.
That’s where ABM 360 steps in.
In this episode taken from B2BSMX, Alex Symos, Darryl Praill and Anamika Gupta make up an expert panel to dissect the secrets of ABM 360. Whether you’re a seasoned veteran of ABM or a new recruit, you’ll want to hear what they have to say.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
Readers are getting impatient. Long gone are the days when tweets are read in great detail. In a world of skimmers, what can be done to keep the audience's attention while relaying the relevant material?
In this episode, Amber Khan talks with Lee Rowley, Founder at Lee Rowley Copybranding, about his team for the zombie apocalypse, copywriting myths, and the importance of precision writing in order to gain the trust of the audience.
In this episode we discuss:
- Understanding precision writing & solving the target’s problem
- How to structure persuasive copy
- Copywriting strategies—formatting, empathy, description, & metaphor
- Mistakes to avoid when writing copy
- Finding your buyers through immersive work
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
You can find Amber on LinkedIn and on her website, amplifyology.com
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
Nobody likes to ask for help.
But in a world where we’ve been taught that asking for help is a weakness, it’s more important now than ever before to get comfortable asking for help.
So says my latest guests, Jessica Lalley & Eden Hansing. Jessica is the founder of Voices to Connect, and Eden is the Community Manager at Peak Community, and they joined us on this episode to talk about the power of asking for help.
In this episode, we discuss:
- Why asking for help is the best thing you can for your career
- Why networking outside your comfort zone is so important
- HOW to ask for the help that you need
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
Working with people of diverse cultures is a skill set that leaders need to develop. Learning how to develop cultural mastery goes beyond mere tolerance. The antithesis to hate, after all, is love.
In this replay episode, I talk with Ricardo Gonzalez, Founder & CEO at Bilingual America, about cultural mastery, transformative education, and love.
In this episode we discuss:
- Having a cultural mindset and skillset
- The six stages of cultural mastery
- How empathy differs from sympathy
- How cultural mastery can transform organizational culture
Check out these resources we mentioned during the podcast:
- The 6 Stages of Cultural Mastery by Ricardo Gonzalez
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Listening on a desktop & can’t see the links? Just search for Flip My Funnel in your favorite podcast player.
In today’s takeover episode, guest host Amber Khan talks with Career Success Coach & LinkedIn Trainer Shelly Elsliger to discuss how to win on LinkedIn and more.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
You can find Amber on LinkedIn and on her website, amplifyology.com
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
So, you want to start an ABM program?
Well, you need to know what obstacles to watch out for, so you can tackle them head-on — before it’s too late.
In this episode taken from B2BSMX, we take a look at the 5 biggest roadblocks you might face as you travel along your ABM journey.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
In this episode, guest host Amber Khan talks with Chris Piper, Head of Marketing at Scribe Media on the best way to amplify your personal brand: share your story.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
You can find Amber on LinkedIn and on her website, amplifyology.com
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
Who owns strategy?
Is it leadership? Is it everyone?
Maybe the correct answer is no one.
In this episode from B2BSMX, Kelly Grover explores the intersection of sales, marketing and product and how true, strategic alignment can be achieved between these parts of your business.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
Trent Ricker, CEO & President at Pursuant Group
In this episode, we discuss:
- Why solid business principles matter just as much in nonprofit organizations
- How to attract the right talent to solve the most pressing problems
- Why you need spend as much time listening as you do selling
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
In this episode, guest host Amber Khan sits down with Les Hollander from DAX to discuss how you can grow your business with digital audio.
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Interested in catching Amber on her live stream? Want to keep up to date on the latest interviews from entrepreneurs all over the world? Here is where you can stay connected.
INSTAGRAM: https://www.instagram.com/meetamberkhan/
LinkedIN: https://www.linkedin.com/in/meetamber...
Website: https://amplifyology.com/
The transition to social distancing and lockdowns was particularly challenging for marketers who relied heavily on events.
But it was a challenge ripe for conquering.
In this episode taken from B2BSMX, hear how GumGum tackled the shift in their ABM strategy from IRL to URL and embraced virtual ABM.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
It’s obviously important to think and talk about health — it’s why I run a show highlighting heroes in healthcare.
But sometimes, the best thing for your health is to stop thinking about it.
In a world beset by pandemic fears, sports can be one of the best distractions from the stress of worrying about health.
In this takeover episode, guest host Ted Weyn invited my long-time friend, Jack Curry, Sportscaster at Yes Network, onto the Heroes of Healthcare Podcast to discuss the uncertain state of sports since COVID hit — and what comes next.
What they talked about:
- Jack’s incredible career journey from the New York Times until now
- Why sports still matter in uncertain times
- How COVID has complicated professional sports and what to expect in the future
Heroes of Healthcare is hosted by Ted Weyn.
To hear this interview and more like it, subscribe to Heroes of Healthcare on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Our nervous system is like a car because it has two pedals — the gas (sympathetic nervous system) and the brakes (parasympathetic nervous system). We are taught how to drive a vehicle but not how to drive our brains.
This is one of the major contributors to our chronic stress... We have no idea how to apply the brakes.
In this episode, Jamie Sewell, Director of Growth at BeniComp Health Solutions, presents not only how to operate the nervous system but also techniques for controlling our chronic stress both short- and long-term.
In this episode we discuss:
- The physical, mental, and behavioral expressions of chronic stress
- Why breathlessness is the first sign of stress
- The two “pedals” of the nervous system and how to control them
- 3 ways to consistently reset from stress
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
You've got a marketing strategy, a content strategy, a social strategy, an ABM strategy.…
But you probably don’t have a word-of-mouth strategy.
In this replay episode, I talk with Jay Baer, Founder at Convince & Convert and author of Talk Triggers, about how businesses can operationalize a word-of-mouth strategy that will keep customers talking.
In this episode we discuss:
- What talking triggers are and how to use them
- B2B companies that create exceptional word-of-mouth strategies
- Conducting customer interviews to understand your touchpoints
- Why the unexpected is the opportunity for brand differentiation
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Last year, everyday healthcare heroes shipped off to the front lines of the COVID-19 pandemic. Only, in this war, there were no banners, no flags — no symbols of unity.
For many fighting alone in a new, scary setting, that unity could have made a huge difference.
That’s why Christen Roberts, CRNA, Mrs. Georgia American and Founder of Bambū, made it her mission to provide such a symbol to the extraordinary healthcare workers risking their lives to fight for all of us.
In this episode, we discuss:
- The origin of Bambū
- How Christen’s message led to her pageant victory
- How you can help spread Bambū’s message of resilience, hope, and unity.
Heroes of Healthcare is hosted by Ted Weyn.
Oil and vinegar. Cats and dogs. Sales and marketing.
Often, it seems like sales and marketing alignment is about as likely as catching a leprechaun, but it is possible.
And companies that pull it off are guaranteed to find a pot of gold.
In this episode from B2BSMX, Jay Tuel, Sales Development, and Brian Finnerty, VP Growth Marketing, at Demandbase, help you understand how to achieve that mythical alignment in your organization.
They discuss:
- Why alignment starts by focusing on pipeline and revenue
- How to communication and accountability
- How to get sales and marketing to really understand your ICP
- How to build a playbook for repeatable processes
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
We’re in the business of helping people with their health...
But it’s a job that can take a toll on our own wellbeing.
How do we ensure wellness in the people spending every day making others well?
I can think of no one better to ask than Dr. Jonathan Ripp, Chief Wellness Officer at The Mount Sinai Hospital, joined by Ted Weyn, for this takeover episode.
What they talked about:
- Tackling burnout in healthcare
- Taking a data-based approach to wellbeing
- The concentric circles impacting wellness
Heroes of Healthcare is hosted by Ted Weyn.
You’re driving sales. You have revenue. You have a growth trajectory.
So, you’re building a brand, right?
Wrong.
To explain why, I invited master brand-builder David Brier, Chief Gravity Defyer at DBD International, onto the show — to help you separate the transactional from the actions and strategies that truly build memorable brands.
Where do great ideas come from?
From people who have seen the world from a different point of view.
That’s what Hayley Berlent says. And she would know.
Hayley was born in Potchefstroom, a small town in South Africa. So small, in fact, that it only had one stop light.
Later in life, Hayley moved to the United States - New York City, to be specific - where she built a thriving career and became a brand expert. She has worked with organizations like Aetna, Memorial Sloan Kettering, and the YMCA to develop their own brands.
Now, she runs her own brand consultancy agency, The Additive Agency.
It’s time to dispel any misinformation about the COVID-19 vaccination. In this takeover episode, Dr. Eric Eskioğlu, EVP & Chief Medical Officer at Novant Health, does just that.
Plus, he and Ted discuss…
- The socioeconomic effects of the pandemic
- The future of AI and other advanced technologies in healthcare
- Dr. Eskioğlu’s unconventional journey into medicine and his advice for new physicians
Heroes of Healthcare is hosted by Ted Weyn.
There’s much to be learned from the failures of implementing ABM strategies.
In this take-over episode, Rob Leavitt, Senior VP of Consulting at ITSMA and Marlowe Fenne, ITSMA LeadershipCouncil Member join us to discuss the pivotal lessons they’ve learned from getting it all wrong.
We discussed:
- The power of personalization
- Prioritizing time-efficiency
- Providing new industry knowledge and unique perspective
- Listening closely to the insights
Thanks to COVID, most people are familiar with telemedicine, but some healthcare heroes were using it to change lives long before the pandemic.
In this takeover episode, two pioneers — Tanya Mack, President, and Dr. Anne Patterson, CEO, from Women's Telehealth — share their insights about the past, present, and future of telehealth.
They discuss:
- How Women’s Telehealth started and provides care for high-risk patients in remote areas
- How COVID-19 changed telemedicine
- What telemedicine will look like after the pandemic is over
- The importance of vaccination for pregnant women
Heroes of Healthcare is hosted by Ted Weyn.
In this episode, Sangram talks with Jim Ewel, author of The Six Disciplines of Agile Marketing.
We discuss agile marketing as a whole along with its disciplines and why it is important for marketers to understand today.
In this episode, Sangram talks with Clay Scroggins, author of Leveraging Influence When You Lack Authority.
Every new technology comes with the fear that it will make a job obsolete.
With healthcare recruiting, that fear was sparked by fax, email and internet job boards…
But the news of the recruiter’s demise has been greatly exaggerated.
One need only look to Paul Olzak, Medical Staff Development Officer at Lake Health, to know that this is true. He joins me in the latest Heroes of Healthcare to explain what being a healthcare recruiter means in the modern world.
We discuss:
- How to attract the best talent in healthcare
- How recruiter outreach and internet search are evolving in the healthcare talent pool
- How recruiters help each other succeed
Heroes of Healthcare is hosted by Ted Weyn.
To hear this interview and more like it, subscribe to Heroes of Healthcare on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Intrepid marketing professionals have been through a challenging time these last 18 months, with painstakingly thought-out marketing plans getting turned top over teakettle with the onslaught of the worldwide pandemic.
In this episode of Flip My Funnel, two key players in the innovative team at E2OPEN, Kathy Mammon and Annika Helmrich, unpack several of the valuable lessons and struggles they have faced and some creative tips for overcoming these challenges.
Here's a sneak peek:
- Focus on content and create an influence pipeline.
- Tips for increasing email open and click-through rates.
- Navigate account based marketing by identifying key personas and picking the proper channels.
- Get aligned with sales!
- Create a vital project timeline so others can be empowered by ownership.
To hear more interviews like this one, subscribe to FlipMyFunnel on Apple Podcasts, Spotify, or your preferred podcast platform.
Mental health issues — burnout, depression, anxiety, and suicide — are multiplying in the medical community. And the stresses of COVID have only exacerbated what was already a worrisome trend.
In this takeover episode, Dr. Kellie Stecher, Co-Founder & President of Patient Care Heroes, shares what she has been doing to bring much-needed mental health resources and care to the heroes who care for us.
What we talked about:
- The effects of the pandemic on her OB/GYN practice
- Supporting the mental health of the medical community
- Advocating for gender equity issues and a safe reporting structure for harassment and bullying
Heroes of Healthcare is hosted by Ted Weyn.
To hear this interview and more like it, subscribe to Heroes of Healthcare on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Having so many inbound leads that you need to filter them sounds like the Holy Grail of sales, but it’s an achievable goal.
In these volatile times, marketing teams need to work hand in hand with the sales development reps to create a powerful demand generation campaign that can drive customer engagement to dizzying new heights.
Shawn Herring is the VP of Marketing at PandaDoc, an innovative, rapidly-growing SaaS company specializing in document workflow.
Question: If your company had 40 events per year instead of 1, would you improve as if you had 40 years worth of learning?
This question has to do with the benefits of an iterative approach which is one of the pillars of agile marketing.
There is a lot of confusion about what agile marketing is, and many dismiss it as just the latest buzzword. But In this episode of #FlipMyFunnel, we’re joined by Jim Ewel, former Vice President of Marketing at Microsoft.
Jim unpacks why iterative, goal-aligned experimentation is a superior strategy to large expensive campaigns.
It’s no secret frontline workers had it rough in recent months.
They put their wellbeing on the line for ours.
But how do they deal with the strain of such a demanding job?
It’s a problem that vexed Heather Isola, Director of Physician Assistant Services at Mount Sinai Health System, in the early days of the pandemic — but ultimately, it boiled down to one thing: building resiliency.
In this Heroes of Healthcare takeover episode, Heather and Ted Weyn discuss resilience and how to build it in your healthcare teams.
Be honest.
How often do you log into Amazon, and look at the “suggested for you” products? Probably more often than you’d like to admit right?
Because personalization works. It’s all over the B2C world, but it takes a little more intentionality in the B2B world, specifically in the world of partner portals.
In this episode, Cindi Johnson from Tanium, lays out in detail what a personalized portal should look like, and the steps required to get there. She also talks about:
- The 5 Ps of developing, implementing, and growing a personalized portal experience
- Why you’re going to have to crawl before you walk when it comes to building a personalized portal, and why that’s okay
- The importance of promotion in personalizing a partner portal
- Why sometimes the “five times” rule isn’t enough
To hear more interviews like this one, subscribe to FlipMyFunnel on Apple Podcasts, Spotify, or your preferred podcast platform.
When a crisis strikes, how do you react?
For many healthcare professionals, a crisis is a calling.
That was the case for Dr. Juan Cucalon, Board-Certified Anesthesiologist, when COVID-19 hit earlier this year.
In this takeover episode, guest host Ted Weyn talks with Dr. Cucalon, who shares why he couldn’t just sit by and do nothing while a pandemic was raging.
They discuss:
- How and why Dr. Cucalon stepped up to respond to COVID-19
- The challenges in treating a new virus
- Why a second wave didn’t surprise Dr. Cucalon
Heroes of Healthcare is hosted by Ted Weyn.
When it comes to building a personal brand, what should you be doing? What should you NOT be doing?
Through the COVID-19 pandemic, sales people have had to get more creative, agile, and flexible when it comes to getting in front of future customers, and let’s face it, if you don’t have a personal brand, you’re starting the race with your shoes tied together.
Dale Dupree, Founder and CEO of The Sales Rebellion, shares his views on a host of topics, but chief among them:
- Why personal branding can make such a big difference
- Why today’s modern sales professionals are focusing on the wrong thing
- Not taking NO for an answer (but in a respectful way)
- His new book, The Framework of Reason
This post is based on a podcast episode with Sangram Vajre. To hear more interviews like this one, subscribe to FlipMyFunnel wherever you listen to podcasts.
Connect with Dale at https://www.linkedin.com/in/copierwarrior/.
Most companies are using social media, but that doesn’t mean they are using it correctly.
There’s no single secret formula to having successful social media campaigns, but there are some methods you can use to increase your likelihood of success.
We spoke with Caitlin Angeloff in this episode of the #FlipMyFunnel podcast about modern companies embracing social media, a solid social media framework, and the types of social media that work best for B2B companies.
What was it like at Mount Sinai Health System in New York in early 2020? The leadership decisions directly affected the patients, staff, first responders, and public who were fighting against COVID-19 before we even had a way to test for it.
Nobody argues this point anymore: Emergency management for health systems is of the highest importance.
In this takeover episode, Ted Weyn, host of the Heroes of Healthcare podcast, talks with Dr. Marc Napp, SVP & Chief Medical Officer at Memorial Healthcare System, about his experience leading emergency management as SVP & Deputy Chief Medical Officer at Mount Sinai Health System during 2020.
They discuss:
- Building emergency management capabilities
- Realizing COVID was indeed a crisis
- A few components of emergency management
- The second wave of emergency response: social responsibility
Buyers are changing and channel marketing must evolve quickly to meet and exceed these new expectations.
A key phrase today is “customer obsession.” Customers demand openness and transparency, as well as highly personalized experiences. True marketing leaders will expand their priorities and support strategies that build trust and an intuitive, natural customer life cycle.
Maria Chien, Vice President and Executive Advisor for Channel Marketing Strategies at Forrester, delivers some key insights on partner enablement, the changing B2B landscape, and shifting perspective of the customer experience.
Here's a sneak peek:
- Marketing leaders need to be open - not just open for business, but open to new ways of doing business and new partnerships.
- Buyers are looking for personal connections and expect suppliers and their partners to work with them on that shared set of goals through the pre- and post-sale experience.
- Enhance channel and partner marketing capability, and enable partners to give buyers streamlined, personal, and relative engagement.
- Design and optimize customer loyalty, communication, and engagement strategies that increase retention and reduce churn.
As part of our Takeover Series, welcome Ted Weyn Jr., host of Heroes of Healthcare, as he interviews his father and retired pharmacist Ted Weyn, Sr., about the vital role local pharmacies once played in public health.
Here's a sneak peek:
- Common medicines like headache relief or cough syrup were made by hand daily.
- Pharmacists once acted as nurse practitioners, providing basic medical care to underserved areas.
- In NYC, Weyn Sr.'s pharmacy near the United Nations was the cornerstone of neighborhood well-being.
- Hilarious anecdotes from Weyn Sr. from his many years as a pharmacist, business owner, and pillar of the community.
To hear more interviews like this one, subscribe to FlipMyFunnel on Apple Podcasts, Spotify, or your preferred podcast platform.
Businesses have had to adapt to the changing landscape caused by the COVID-19 Pandemic. From remote work to company culture, businesses share success stories and inspire others to learn from their reboots.
Michael Kostow, EVP & GM, Marketing Cloud at Salesforce, joins the show to discuss how he has navigated the COVID-19 Pandemic and to share others’ journeys:
- How Salesforce Handled the 2020 Pandemic
- Salesforce Events Moving Into 2021
- Success Stories & Strategies of Businesses Already Rebooting
What if you didn’t have to wait until you were “in charge” to lead those around you?
Authority doesn’t always equal leadership.
Regardless of your position, you can start leading now.
Reggie Rivers is a former running back for the Denver Broncos and currently a keynote speaker for his company Corporate Kickoff. In this episode of the #FlipMyFunnel podcast, Reggie joined us to talk about leadership, trust, and celebrating small wins.
Bridging healthcare gaps in underserved communities comes with unique challenges, including socio-economic misalignment. In today’s episode, Rashard Johnson, President at Advocate Aurora Health and guest host, Ted Weyn, unpack what this means and how they are addressing on the southside of Chicago.
Heroes of Healthcare is hosted by Ted Weyn. To hear this interview and more like it, subscribe to Heroes of Healthcare on Apple Podcasts, Spotify, or wherever you listen to podcasts.
In this episode from B2BSMX, John Guido, Founder of P2P Global, hosts a panel discussion with members of P2P Global about partner to partner engagement, drawing on his years of experience working with a host of different solutions providers.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
While companies continue to invest in the digital transformation through desktop sites, many are ignoring the same level of investment in mobile apps.
This can be a costly mistake as more consumers prefer to use their phones for purchases; if a company's mobile site & app experience is less than the consumer expects, they might turn elsewhere.
Samir Kumar Sah, host of The Experience Business podcast, discusses the critical importance of mobile app investment and 7 key steps to a mobile-first strategy.
Investing in innovation is crucial for success, especially in today’s world. But fear can hold back even the boldest leaders.
People today are burned out, zoomed out, and tired - but this is the perfect time to transform your business and leverage design thinking, rooted in the idea of putting the customer in the center of everything. Internal customers are just as vitally important.
In this episode, Sangram Vajre, author and trailblazer, and Natalie Born, VP of Innovation at Territory Global and a masterful storyteller, delve into the concepts behind the Art of Corporate Innovation.
In this episode, Sangram talks with Sweet Fish's very own Andrew Hurley on simple ways to make your organization more productive.
Podcasting has taken off immensely, not just as a way for people to showcase their interests, but as a revolutionary new medium for building powerful relationships with prospective clients through Content-Based Networking.
In this episode, Samir Kumar Sah, CEO and founder of Pritbor, and James Carbary, Founder and Executive Producer at Sweet Fish Media, discuss the impact and background of this framework for creating organic and engaging content that also boosts revenue.
Listen to Sah and Carbary dive deep into:
- The history behind Content-Based Networking and how to turn listeners into customers.
- A masterful framework on featuring prospective clients as podcast guests, which fosters a unique, long-lasting relationship.
- Exactly what businesses need to begin podcasting and how to produce content that makes your guest a thought leader in their field.
OPTIONAL: Check out these resources we mentioned during the podcast:
- Podcasting for Business: A 26-Step Process
- James Carbary, Founder and Executive Producer at Sweet Fish Media
- Samir Kumar Sah, CEO & founder of Pritbor
To hear more interviews like this one, subscribe to FlipMyFunnel on Apple Podcasts, Spotify, or your preferred podcast platform.
Click here to listen to The Experience Business podcast.
Due to repercussions from the worldwide pandemic, many businesses had to close their doors forever. The ones who will survive and thrive are the ones who have adapted to the new reality by using technology to become closer to their customers.
Join CEO & founder of Prtibor, the eminent thought leader Samir Kumar Sah, for some fascinating insights on how to revamp your CX to more closely mirror the world today.
I (Sangram) put up a poll on LinkedIn.
What, I asked, is your top ABM strategy?
Almost 1,000 people responded. The results:
- Demand gen - 60%
- Velocity - 17%
- Expansion - 14%
- Retention - 9% (this one shocked me)
I wanted to talk to someone about these and get insights into what I uncovered.
In this episode, Daniel Englebretson, a 10x Award-Winning, 2019 Innovator of the Year, and best-in-class ABM practitioner, joins me (Sangram) to discuss the 3 must-know, best-performing ABM strategies:
- Demand generation
- Velocity
- Retention
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
In today's episode, Sangram shares the story of how he got started with Terminus, all thanks to the one person who believed in him and his vision.
What is the one thing that drives you and stands with you when no one else will?
Since the onset of the COVID-19 pandemic, customer support has been more important than ever to company success. Even still, many companies struggle to move away from traditional thinking that may limit growth.
Samir Kumar Sah, host of The Experience Business podcast, is joined by Rajesh Srinivasan, a marketing leader and business growth consultant, for this episode of the Takeover Series to discuss the challenges of customer support and insight on how to improve:
- How to Stop Thinking Traditionally about Customer Service
- The Best Practices for Customer Retention
- Streamlining Customer Support
- Employee Empathy and Feedback
To hear more interviews like this one, subscribe to FlipMyFunnel on Apple Podcasts, Spotify, or your preferred podcast platform.
Click here to listen to The Experience Business podcast.
In this episode from B2BSMX, Mark Ogne, Founder and CEO at ABM Consortium, hosts a hands-on strategy session on how to unlock the power of ABM through proper targeting and segmentation.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
Account based marketing (ABM) can be split into three approaches: one-to-one, one-to-few, and one-to-many. Choosing the best approach to ABM marketing can create a more focused experience for the buyer.
Samir Kumar Sah, host of The Experience Business podcast, is joined by Kim Marie Ruquet, a B2B Marketing Executive, for this episode of the Takeover Series to discuss ABM and the strategies used:
- How ABM is Different From B2B
- The Three Approaches to ABM
- Strategies for Choosing an Approach
To hear more interviews like this one, subscribe to FlipMyFunnel on Apple Podcasts, Spotify, or your preferred podcast platform.
Click here to view the book mentioned during the podcast.
As marketers, we love data. We love methodologies. We love frameworks.
So, why is it that product positioning is something we expect to come to us in a dream?
This problem led April Dunford, Founder at Ambient Strategy and Author of Obviously Awesome, to spend years crafting a methodology for product positioning that is repeatable, works and is a whole lot better than merely reading tea leaves.
She joins me on LinkedIn Live to discuss:
- What most companies get wrong about product positioning
- How to position against direct competitors
- How to position against the status quo
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
If you’re writing a book, you need legitimacy.
And you get it with quotes — inside the book, on the book, and about the book.
That’s how your audience knows that this book is for them and that they should be reading it.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
Content marketing sounds easy until you get into it. What is it? Where do you start? How do you know if yours is even working?
Yaagneshwaran Ganesh, Director of Marketing at Avoma, simplifies everything in one simple conversation.
In this episode from B2BSMX, Jeff Pedowitz, President and CEO at The Pedowitz Group, explains why the funnel concept is outdated and how marketing loops can turn leads into lifelong loyalists.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
These days, your customers don’t just buy your products and services, they buy an experience.
But delivering great experiences means rethinking your business.
It means transforming into an Experience Business.
In this Takeover episode, host Samir Kumar Sah, Founder & CEO of Pritbor, explains the 6 secrets to becoming an Experience Business.
Samir covers:
- What it means to be an Experience Business
- The 6 secrets you need to know
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
How many virtual events have you attended since the pandemic started?
Let’s face it: most of them suck. But the ones that don’t are the ones that embrace the constraints and innovate.
Events like Inbound.
In the latest LinkedIn Live episode, I’m joined by Susan, title at Hubspot, who helped rethink the 20,000+ person event and create a virtual event that doesn’t suck — it rocks.
We discuss:
- How constraints foster creativity
- Why business events need to be human first
- How to pick what to suffer through from equally painful options
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
When writing a book, it can be easy to doubt yourself after you’ve collected your research and perspectives from others.
Sangram Vajre, host of the FlipMyFunnel podcast, shares his advice on second-guessing yourself:
- Gather all your research and perspectives
- Trust that your opinion matters most now
- Ignore any self-doubt and finish strong
In this episode, guest host Samir Kumir Sah talks with Japreet Saini about the importance of employee experience.
How do B2B businesses craft messaging that prospers in a marketplace already barraged with information and ever-shifting needs?
Tamsen Webster, Founder and Chief Message Strategist @ Find The Red Thread walks us through the four fundamentals of a messaging campaign that will thrive and stand the ultimate test of time.
It is no longer enough to think of the customer experience as an external focus; customer experience must now be an integral part in shaping company culture to stay ahead of competing businesses.
Samir Kumar Sah, host of The Experience Business podcast, joins us for this episode of the Takeover Series. Samir shares his insight on the following:
- The Customer Experience
- Digital business versus doing digital
- What needs to change for struggling businesses
- The 5 pillars of digital business
To hear more interviews like this one, subscribe to FlipMyFunnel on Apple Podcasts, Spotify, or your preferred podcast platform.
Resilience and luck in the face of adversity can be the difference between failure and extraordinary success. While navigating the COVID-19 pandemic, some inspiring companies have begun to pivot their business to align with the changing world.
Henry Schuck, CEO of ZoomInfo, joins the show to share his company’s success strategies and personal insight:
- Going public with the largest software IPO in a decade during the pandemic
- Helping client companies shift their business strategies and thriving
- Outbound and inbound marketing: how the two can work together
- Advice on starting a company today
To hear more interviews like this one, subscribe to FlipMyFunnel on Apple Podcasts, Spotify, or your preferred podcast platform.
Connect with Henry at https://www.linkedin.com/in/hschuck/
I’m super encouraged this week.
You know when you buy a new car and you start seeing that model everywhere? Well, when you hit upon a working framework, the same thing happens.
And when leaders like HubSpot’s CEO Brian Halligan agree… well, you can’t help but feel that you’re onto something
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
Digital transformation isn’t just about technology; it’s about people. If you’re focusing on the customer every step of the way, you’re focused on the right people.
In this Takeover episode host Samir Kumar Sah, Founder & CEO of Pritbor, explains how Nike’s digital transformation provided a better customer experience that gave them the competitive advantage over their competitors.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
Join us as we recap this financial roundtable session from 2020's B2BSMX virtual conference.
In this takeover episode, Samir Kumar Sah talks with Soumavo Sarkar from Linkedin India. Soumavo shares his own recipe of how to engage with the customers for the first time and working as a problem-solving partner instead of being a pushy salesperson.
For many marketers, becoming a CMO is the end-goal. But it’s not like there’s an instruction manual to get there.
If you want to become a great CMO, you need to learn from a great CMO.
That’s why I invited Mayur Gupta, Chief Marketing & Strategy Officer at Gannett, onto the show. Mayur is a fantastic CMO — and he’s sharing the steps you need to take to become one, too.
What we talked about:
- The importance of finding a mentor
- Why great CMOs seek outcomes, not outputs
- How to connect the dots for everyone in your organization
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
This week was a big week for the book — the kind where everything just clicked.
But that didn’t happen by accident…
If you want to get things done, time block.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
In this takeover episode, guest host Samir Kumar Sah speaks with Matt Shatcher about how to identify problems correctly to succeed in your business transformation initiative or your startup.
Research and communication fit together in an ongoing cycle.
In this Flip My Funnel Takeover, Samir Kumar Sah speaks more about this with Kira Tchernikovsky, Co-Founder of Customerization, and Raj Kuchibhatla, Founder and Managing Director of RKI Partners Inc.
What we talked about:
- The biggest challenge for product marketers today
- How market research can improve messaging
- Your recipe for out-of-this-world storytelling
- Turning research into communication assets
- Worthwhile success metrics
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
In this episode, Sangram brings on ABM thought leaders Amber Bogie, Advance ABM Leader at PeakCommunity, and Jennifer Leaver, Senior Marketing Manager at Bazaarvoice, to share their award winning marketing insights, successful campaign results and more.
They also discuss:
- Defining and measuring ABM
- When there’s no marketing and sales alignment, ABM fails
- Their preferred marketing tech stacks
- Engagement and enablement plans
- Aligning your ABM strategy with company goals
- Answers to listener questions via live chat
Like what you hear? For more episodes like this one find us on our website, on Apple Podcasts or Spotify.
Whether it’s in sales or marketing or revenue, operations roles are crucial.
But they take a special kind of person… with a very particular set of skills.
In this Takeover episode, David Lewis speaks with Brian Knaupe, Sr. Director Revenue Marketing at NetApp, about the 3 skills everyone needs to succeed in an operations role.
The 3 skills:
- Staying focused
- Setting expectations
- Creating process
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
In this episode, Samantha Yarborough, Director Of Strategic Partnerships at PFL.com, uses her decade of passionate marketing experience to help guide customers through their funnels effectively and quickly (regardless of where prospects may be), teaching them how to successfully execute tactile direct marketing campaigns.
Marketing at CARFAX has drastically changed over the last year, all thanks to Rob Bois, Head of Dealer Marketing. In this episode, guest host David Lewis talks with Rob about his teams initiatives, and how they're striving to achieve maximum value from their new instance of Marketo, despite obstacles from the pandemic.
What did 2020 teach you?
In this episode, I have a number of CMOs joining me live to share their biggest lessons from the year that was, as we look ahead into 2021.
If a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community
In the episode, you’ll learn how David Eldred, Director of Marketing and Digital Experience at Rivermark Community Credit Union brought in Marketo and other marketing technology tools to turn marketing into a revenue center with incredible results. Listen as David shares where his passion for marketing and technology comes from and how he’s lead so much marketing innovation and impact within a financial services company.
On this takeover episode, guest host David Lewis talks with Joe Paone about the demand gen strategy he's built at Splunk. From planning and budgeting to execution, Joe shares how he kept his demand gen efforts running like a well-oiled machine.
In this episode, Sangram and James Carbary (CEO, Sweet Fish Media) discuss best practices on podcasting, including:
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Growth strategies
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Do's and don'ts
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Why podcasts fail
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Key elements that help your podcast grow like wildfire
Welcome to week 7 of a special podcast series on writing a book, with me, Sangram Vajre, Chief Evangelist at Terminus.
Every week, I’m sharing the triumphs and the struggles of writing my next book.
Last week, I shared about hitting a wall. That it was a tough week, but that I was determined to keep going.
This week, I cover:
- The biggest challenge you will face when writing a book
- Why you need to MAKE time, not FIND time
- Why I’m not making it a point to not bite off more than I can chew
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
If you’re doing demand gen, you’ve probably heard of Marketo. In fact, you likely use it for your marketing automation.
Well, so do they.
And if you want to level up your demand gen, you should learn how they do it.
In this Takeover episode, David Lewis speaks with Michael Madden, VP of Demand Generation at AlphaSense and former Demand Gen director at Marketo and Adobe, about how Marketo does demand gen.
What we talked about:
- How Marketo uses their own product to get fantastic results
- Why Michael has completely reinvented his approach to nurturing
- The value of content syndication
Migrating to a new marketing automation system requires proper planning and orchestration, especially if you’re at a very large global company and have a tight timeframe. Since Naomi Liu and her team at EFI just successfully completed their major move to Marketo, I invited Naomi onto the podcast to reflect on the project and to celebrate the successful completion of it. Listen as she shares how she got into marketing operations, the process behind the migration, advice for anyone thinking about moving to a new system, and her initiatives for 2020.
The pandemic has changed the way we work — and not just where we work.
And for highly technical marketers, that means new opportunities…
If you know where to find them.
Whether you’re a marketer looking for these opportunities or a company offering them, this knows the best place to look — because she founded it.
I spoke with Susan Marshall, Founder and Board Member at Torchlite, who shares everything you need to know about the Upwork for highly technical marketers.
It’s been a tough week, but I’ve been making progress on the book.
I’ve got my interviews and I’ve got my framework… but not everyone agrees.
It’s the moment of truth: Should I push forward with my idea?
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
What does it take to pull off a great ABM strategy?
Great people.
In this Takeover episode, David Lewis speaks with Bruce Eidsvik, SVP Global Demand Marketing at OpenText, who shares his secrets about the complexity of ABM.
In this episode from B2B SMX, Heather K. Margolis, Chairperson and Founder at Channel Maven Consulting, discusses why channel marketing often fails and what your company can do about it.
Every marketer wants more successful demand creation.
It may seem daunting, but it’s achievable if you take it step-by-step.
And you can start by shutting up about yourself and focusing on the customer instead.
In this Takeover episode, David Lewis speaks with Carlos Hidalgo, Coach & Advisor at CarlosandSusanne.com, who shares his secrets for unlocking successful, repeatable demand creation.
They discuss:
- Why demand creation is not about you
- The human content that works
- Why you need to stop neglecting data in your demand creation
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
When you grasp the data that you have, you can be a master at almost anything.
Account-based marketing is a strategy, not a tactic. And when it comes to ABM, revenue is the ultimate goal. But, in order to get there, we have to understand the journey of the funnel.
To James Gilbert, Head of Marketing at op financial CRM, CRMNEXT a successful ABM sales funnel starts by building the journey.
Mapping out that journey, knowing who to bring along with you, and understanding key functions of your business is what leads marketers on the direct path towards revenue.
After stumbling last week, I’ve picked myself up and am charging ahead.
This week, I got my interviews and I’m working on making my book memorable through a framework that works.
Now, I’m ready to start testing it.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
ABM can be an enormous boon to your growth strategy.
If you want to get started, it helps to learn how others have done it before.
In this Takeover episode, David Lewis speaks with Lisa Horner, SVP Marketing at AppFolio, about her ABM journey and how you can incorporate ABM into your own growth strategy.
They discuss:
- Why ABM is so powerful
- The tools that help you succeed
- Why alignment is the key to a successful ABM strategy
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
SEO has changed a lot over the last decade.
Gone are the days when shenanigans like keyword stuffing were the only way to rank on Google.
Now, for the most part, all SEO and content strategies center on one fact:
The most engaging content wins.
In this takeover episode, Barb Mosher Zinck speaks with Ken Mafli, Account Based Marketing Manager at Foundry, to learn how to create such content and ensure you’re constantly ranking top in any search.
Hey, Search Marketer! No one's paying you for your ideas about tactics. And no one cares about how much traffic you can drive either.
Your clients need a strategy. Are you giving them one?
Garrett Mehrguth, CEO at Directive (Performance Marketing for SaaS), discusses how to unlock the potential in search marketing for SaaS. He shares ways to zoom back, find where the power in search is coming from, and ultimately make a bigger impact.
In this episode, Garrett talks about:
- Why strategy trumps tactics
- The marketing problem we all have (and how to solve it)
- Why the top spot on Google might be the wrong target
This week’s book update is a frustrating one: Things didn’t progress the way I wanted them to.
Here’s what I’m going to do about it.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
SEO has changed a lot over the last decade.
Gone are the days when shenanigans like keyword stuffing were the only way to rank on Google.
Now, for the most part, all SEO and content strategies center on one fact:
The most engaging content wins.
In this takeover episode, Barb Mosher Zinck speaks with Ken Mafli, Account Based Marketing Manager at Foundry, to learn how to create such content and ensure you’re constantly ranking top in any search.
They discuss:
- The culture that gets results
- Why this is a golden age for SEO
- The value of a pillar page strategy
The closer you get to people, the better business you do with them.
Getting close means creating personal, one-to-one moments. But how can you personalize at scale?
One company has solved that particular puzzle.
Nina Butler, director of demand generation at Alyce, an AI-powered personal gifting and swag platform, discusses how her organization uses its own product to influence 75% of their pipeline.
In this episode, Nina talks about:
- Moving from quantity of touches to quality of moments
- How to be personal at scale
- Using gifting to get people to show up and engage at events
In this episode, guest host Barb Mosher Zinck digs deep into content strategy and management with Cathy McKnight, VP of Strategy at Content Advisory, looking at how these and other elements of content operations fit into digital marketing as a business function.
Some of the key topics discussed in this episode:
- CMS – Content Management Systems as anchors for company content strategies
- DAM – Digital Asset Management and how this differs from simple content storage platforms
- Analytics tools and options for exploring content performance in depth
- CRM – Customer Relationship Management systems and how these feed into content opportunities for your business
Check out these resources we mentioned during the podcast:
- Scott Brinker – VP Platform Ecosystem at HubSpot; Editor at chiefmartec.com; Program Chair of MarTech
- Adobe AEM – DAM solution
- OpenText – DAM solution
As if the team at Terminus didn’t have enough to do during the past 12 months.
As if COVID wasn’t hard enough, and all of the crazy things happening in the United States weren’t hard enough. In case anybody was thinking that those things were distracting the team.
Why not tear the Terminus website down to the ground, completely re-brand, and then rebuild a brand new website completely from scratch?
On this LinkedIn Live episode of the FlipMyFunnel podcast, we sit down live with Justin Keller, who is the Vice President of Marketing here at Terminus, as well as two other members of the team that helped undertake this crazy project.
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
Welcome to week 3 of a special podcast series on writing a book, with me, Sangram Vajre, Chief Evangelist at Terminus.
Every week, I’m going to share 3 big things I’ve worked on and my progress for that week.
Last week, I talked about the specifics of the different publishing methods, and the pros and cons of each.
This week, I cover:
- The key role that I had been missing in planning out my interviews for this book
- Ways to keep my information organized so that I can quickly reference it later
- Key learnings revealed from my first interview for the book
What could you learn about sales engagement and enablement from a former Middle School and High School band teacher?
Probably more than you think.
In this takeover episode of #FlipMyFunnel, Content Matters host Barb Mosher Zinck speaks with Kris Laird, Sales Process & Development leader at Ingeniux, about sales engagement, enablement, and the technologies that drive both.
What is the difference between sales engagement and enablement, and what did his time as a music educator teach him that he’s been able to use in his sales career?
Every single night, the world changes.
Any organization that markets or sells is going to have to be ready for a new day tomorrow.
ZoomInfo provides the most up-to-date information out there. With nearly 18,000 clients relying on them for intelligence, ZoomInfo has made data integral to its go-to-market success.
In this episode, Scott Sutton and Steve Bryerton, respectively the vice president of revenue operations and vice president of sales at ZoomInfo, discuss intelligent marketing with data.
Companies are getting better at creating great customer experiences. They're also getting better at collecting and using customer data to create and deliver powerful and effective content.
That requires the right tools.
Such as a customer data platform (CDP).
A CDP is basically a standalone database that allows your team to ingest all the customer data fairly easily into one place so everyone sees the same single source of truth about the customers.
In this episode, Tom Treanor, CMO at Treasure Data, joins me to discuss what a CDP does, where it fits in your digital ecosystem, and why you might consider investing in it.
Most virtual events suck. I hate to say it, but it's true.
We need to talk about this. And we need to solve it.
Because virtual events aren't a quick fix that goes away with a vaccine. They're here to stay, so we need to learn how to do them right.
One event that never, never sucks is INBOUND. I (Sangram) spoke at this conference several times. I caught a glimpse of how they do things backstage. And it's fantastic.
In this episode, Courtney Dagher, manager, global events content programming at HubSpot and former senior marketing manager at INBOUND, joins me to discuss how to plan a virtual event that can top an in-person conference.
Also, go to INBOUND. It's just $49 for a ticket.
Last week I kicked off a new podcast series on book writing with me, Sangram Vajre, Chief Evangelist at Terminus. Every week, I’m going to share 3 big things I’ve worked on and my progress for that week.
Last week I talked about why the title doesn’t matter, what the big idea is, and why questions are more important than answers.
This week, I cover:
- Why I’m not going to use a traditional publishing method (unless somebody gives me a million dollars.)
- The benefits of a niche, middle-of-the-road platform like Idea Press
- The pros and cons of traditional publishing vs. self-publishing
Put your audience first — the motto of every journalism school.
Put your product first — the motto of every marketing department.
When a hard-nosed journalist transitioned into a savvy content marketer, she merged those two ideas.
And with that, she made magic happen.
In this episode, Melanie Deziel, former NYT journalist, chief content officer at StoryFuel, and author of The Content Fuel Framework, joins me to discuss how to tell the right story on the right channel with the right team.
When the world changes — like, say, a global pandemic pops up out of nowhere — turning to plan B is a losing game.
No, we don’t need a plan B — we need a new plan A.
In this episode from B2B SMX, Jay Acunzo, Writer, Showrunner, and Tinkerer at Unthinkable Media, delves into the strategies for marketers finding their new plan A, with case studies of 3 unique businesses thriving in spite of the pandemic.
Jay discusses:
- Why when a measure becomes a goal, it’s no longer a good measure
- Why making a difference is great for others and your business
- Why who you are is your unfair advantage
Remember the Facebook boycott in July 2020? And the Stop Hate for Profit campaign?
Those concerns haven’t abated even slightly.
In this takeover episode of #FlipMyFunnel, Content Matters host Barb Mosher Zinck speaks with Jim Edmunds, CEO at Ingeniux, about ethics and digital content.
In the economic volatility of the pandemic, we talk a lot about businesses downsizing or even shutting down their operations and it’s easy to think things are hopeless.
But what about the businesses who are seizing the opportunity to do big things…
Like launching the biggest software IPO in a decade?
That’s exactly what Henry Schuck, CEO & Co-Founder at ZoomInfo, did. And his story is not just a beacon of hope when we need it most, it’s a how-to guide for taking a company from $0 to $360 million.
I’m getting started on my 3rd book — and this time, I’m not going to get hung up on the title.
Because I have something more important.
I have a big idea.
This is the official kickoff of my podcast series on book writing with me, Sangram Vajre, Chief Evangelist at Terminus. Every week, I’m going to share 3 big things I’ve worked on and my progress for that week.
Content is king, right?
Well, yes…
But only if your content is telling the right story.
In this takeover episode, Barb Mosher Zinck speaks with Ann Handley, Chief Content Officer at MarketingProfs, and shares the secrets to successful storytelling.
You’re a small brand, but you want to be a big one. To turn into a brand that people recognize, you have to stop separating marketing from the rest of the company.
In other words, the firm’s business strategy has to become marketing’s agenda.
There are a few other things to do, too. Creating 100% digital content. Building relationships with the right customers. Failing fast and often.
In this episode, Casey Foss, CMO at West Monroe Partners, tells her David vs. Goliath story about investing in her company’s brand and demand at B2BSMX 2020.
The media environment is radically different. So the tactics we use as marketers must become radically different. Enter human-to-human marketing.
On this takeover episode, Barb Mosher Zinck talks with Matthew Sweezey, the Director of Market Strategy at Salesforce, about the newest revolution in marketing.
Content marketing got started after the tragedy of 9/11. People wanted to know:
- How do we get found in Google?
- How do we create content that's not product oriented?
- How do we build an audience?
During the Great Recession of 2008-2009, content marketing crystallized into an industry term.
Now, we're living through the COVID pandemic — and the evolution of content marketing is driven by tragedies. What's changing in content marketing?
In this episode, Joe Pulizzi, founder of multiple startups, including the Content Marketing Institute and the Orange Effect Foundation, joins me to discuss the corona marketing plan you need and why it's overdue.
We’re in the middle of a historical crisis. But you already knew that…
Which begs the question: Do I even need to mention COVID at all in my content?
And what if I don’t and I come across as insensitive?
Marketing in a crisis sure can get confusing.
That’s why, in this takeover episode, Barb Mosher Zinck speaks with Randy Frisch, Co-Founder, CMO & President at Uberflip, about how marketers need to adapt to the new normal and keep crafting killer content.
There’s a growing realization that features and functions don’t win market share alone, which means more marketers are getting a seat in the c-suite.
And whether you’re already there or want to join them…
You need to remember that a rockstar CMO’s job is creating ART.
In this takeover episode, Barb Mosher Zinck speaks with Ian Truscott, Founder of Rockstar CMO and Head of Content at iManage, about why great marketers turn content into an ART.
We’ve all been attending a lot of virtual events these days, and I think you’ll agree with me when I say:
Most of them suck.
And if you’re throwing one yourself, it’s easy to worry that yours will, too.
But today’s LinkedIn Live guest, Billy Boughey, Founder & President at Elevate Experiences, is proof that, with planning and intention, virtual events don’t have to suck.
What we talked about:
- Why small details matter
- Why you need to approach virtual events like an athlete
- How to combine thinking and feeling
Check out these resources we mentioned during the podcast:
- The Ultimate Virtual Event Roadmap
We were shortsighted.
We thought the web was the end destination for content.
Really, it was just a cog in the omni-channel universe around us.
In this episode of Content Matters, host Barb Mosher Zinck talks with Scott Abel, the CEO and Chief Wrangler of the Content Wrangler, about content strategy and information enablement.
In this episode taken from B2B SMX, Sruthi Kumar, Associate Director of Field & Partner Marketing at Sendoso, speaks with Stephanie Kelly, Senior Director of Marketing at Terminus, about how Terminus influenced $5.5M in pipeline by leveraging Sendoso for their ABM campaigns.
You’ve probably heard this phrase before:
What gets measured gets done.
Well, sometimes the reverse is true.
And if it is for you, it might be killing your ROI.
So says Chris Walker, CEO at Refine Labs. He joined us today to talk about why shifting your marketing investment from performance to brand is the smart move.
I (Sangram) put up a poll on LinkedIn.
What, I asked, is your top ABM strategy?
Almost 1,000 people responded. The results:
- Demand gen - 60%
- Velocity - 17%
- Expansion - 14%
- Retention - 9% (this one shocked me)
I wanted to talk to someone about these and get insights into what I uncovered.
In this episode, Daniel Englebretson, a 10x Award-Winning, 2019 Innovator of the Year, and best-in-class ABM practitioner, joins me (Sangram) to discuss the 3 must-know, best-performing ABM strategies.
There is a myth out there that influencers are only useful for B2C.
Today, we’re going to set the record straight.
Influencers are more important than ever in B2B — and you can start taking advantage of their help today.
In this Takeover episode, host Casey Cheshire speaks with Neal Schaffer, CEO & Principal Social Media Strategy Consultant at NealSchaffer.com, about how B2B companies can leverage influencer marketing.
In this episode from B2BSMX, Tonya Vinas, Vice President of Content Strategy & Services at Content4Demand, and Courney Gaudet, Senior Director of Content Strategy at Flexential, discuss the success of Flexential’s football-themed campaign succeeded through digital events and interactive content.
Since the pandemic started, virtual events have taken over for obvious reasons. Yet, anyone who has attended can tell you: Most virtual events could be better. The good news is that they can be. In this Takeover episode, Casey Cheshire speaks with Cassandra Jowett, Senior Director of Marketing at PathFactory, about how you can throw a virtual event that rivals — even surpasses — the real thing.
It’s challenging enough to innovate in the best of times.
So, how do you get your team innovating while under the stress of a crisis?
The secret is psychological safety — and as a leader, it’s your job to provide it.
That’s one of the key insights that Natalie Born, VP of Innovation at Territory Global, brings to today’s LinkedIn Live episode on the art of corporate innovation.
We discuss:
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How leaders create psychological safety
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Why innovation should be sufficiently disturbing
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Why consensus in an organization is poison for innovation
This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
And if a thriving community of growth-oriented marketers sounds like your kind of place, be sure to check out PEAK Community.
Be honest, what’s something you’ve always wanted to do but never started? You want to…but it needs to be perfect, right? But perfect is just another word for fear — you need to start now. Even if you have to start ugly. In this Takeover episode, Casey Cheshire speaks with Chris Krimitsos, Chief Creative Officer at Podfest Multimedia Expo, about why starting ugly is better than never starting at all.
In this episode from B2BSMX, David Pitta, CMO at BrightTALK, and Aaron Bollinger, Co-Founder and CRO of Kronologic, discuss how they fixed the “last mile” problem that was breaking the communication between sales and marketing.
In 5 combined minutes a day, you can grow your sales by 50%. How does this witchcraft work? With a little piece of technological wizardry called… the telephone. In this Takeover episode, host Casey Cheshire speaks with Alex Goldfayn, CEO, global sales consultant, and bestselling author, about the ideas in his new book 5-Minute Selling.
You can talk about vision all day long. You can bring others onboard and get them excited for that vision. But if you can’t execute, it’s meaningless. That’s why CMO-turned-investor, Kelly Ford Buckley, General Partner at Edison Partners, looks at execution as one of the most important factors in deciding whether to provide capital. She joined me on LinkedIn Live to discuss this and other key considerations when investing.
How good is your marketing organization's relationship with sales? Are your teams siloed and rarely communicate? If you’re a field marketer, the answer is a resounding no. In this Takeover episode, host Casey Cheshire speaks with Nick Bennett, Director of Field Marketing at Logz.io, about what makes a field marketer tick.
What we talked about: - What field marketing is and why it’s important - Why marketing needs to step into sales shoes to do their job better - Why modern marketing focuses on the full buyer’s journey This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
In the latest episode taken from B2BSMX, Kory Geyer, Sr. Director of Revenue Operations at 6sense, and Rauli Garcia, Vice President of Strategic Marketing at Sage Intacct, cover everything you need to know about cracking the marketing measurement code. This is a #FlipMyFunnel podcast. Check us out on Apple Podcasts, Spotify, or here.
These days, everybody wants to measure marketing success like sales. The obsession with attribution means that brand has gotten a bad rap. But the best marketers out there are the ones never lost sight of the power of brand. In this Takeover episode, host Casey Cheshire speaks with Sam Jacobs, Founder of Revenue Collective and host of the Sales Hacker Podcast, about why brand matters more than ever.
You haven’t been a CMO just once. You’re a serial CMO at multiple, successful companies. By now, you’ve learned something about how to knock the role out of the park. That’s where my guest on today’s LinkedIn live episode is sitting: he’s Darryl Praill, CRO at VanillaSoft and many-time CMO. First thing he did on the episode was deliver a fire sales pitch and invite everyone listening to connect with him on LinkedIn.
As a marketer, you’ve probably faced some misunderstanding about what you do — probably from your colleagues in sales.
Marketers can lament about being misunderstood… Or they can take ownership of their role.
In this Takeover episode, host Casey Cheshire speaks with Tracy Eiler, CMO at Alation, about how an “account pursuit” approach can help marketers take ownership of their role and perceptions about it.
Unless you just woke up from a coma, you’ll probably agree that 2020 was a crazy year. And with that craziness came a need to transform marketing.
But how do you seamlessly transform one department when every other department is busy transforming, too?
In today’s episode from B2BSMX, Todd Davison, CEO at Demand Frontier, speaks with Lisa Cole, Vice President of Corporate Marketing at FARO Technologies, to discuss the lessons she learned transforming a global enterprise marketing organization to face the challenges of 2020.
Everybody wants to brag about being data-driven.
Sure, data should have a seat — but should it sit at the head of the table?
No, marketers need to be more than data-driven. They need to be outcome obsessed. In this Takeover episode, host Casey Cheshire, speaks with Holly Tsourides, Founder and CEO at Sunny75, about what it takes to be an outcome-obsessed marketer.
Everybody wants to build communities in life and in business. And most people naturally do.
But how many people can say they’ve built a community of 58,000 across 156 countries?
In today’s LinkedIn Live episode, I speak with one person who can: Leona Burton, Joint CEO at Mums in Business Association & CEO at MIB INT, has built a thriving global community of working mums and women in business that fosters networking, growth, and support opportunities for women at all stages of their career.
In this episode, she shares the secrets to community-building success.
For most marketers, there are a few questions that always come up in meetings with the C-suite that make you roll your eyes so hard you worry they’ll get stuck…
Site visitors? Demos? They’re important, but secondary.
We need to stay focused on the metrics that actually matter.
In this Takeover episode, host Casey Cheshire, speaks with Alon Waks, CMO, Advisor and Consultant at Flywheel Consulting, about what those metrics are.
In this episode from B2BSMX, Seleste Lunsford, Chief Research Officer at Emissary.io, speaks about the 4 most successful account-based strategies for sales and marketing.
Only sales leaders become CROs, right? Wrong!
With a little preparation, CMOs can — and do — make great CROs.
In this Takeover episode, host Casey Cheshire speaks with Kyle Lacy, Chief Marketing Officer at Lessonly, about why he expects to see more CMOs rising to the CRO position in the coming years.
We all want to succeed in our careers, but does anyone actually enjoy job-hunting for career opportunities?
Wouldn’t it be great if the jobs came to us, instead?
Well, you can make that happen. You just need to remember one thing: The riches are in the niches.
That realization is how Jeff Gothelf, Best-Selling Author of Lean UX and Forever Employable, stopped looking for jobs and generated inbound career opportunities.
Marketing automation is vital for every marketer not trapped in the dark ages. Yet, despite its importance, there isn’t a whole lot of information on the subject out there. But that doesn’t mean you have to tackle the challenge blindly. In this Takeover episode, guest host Ethan Beute speaks with Casey Cheshire, Founder & CMO at Cheshire Impact and author of Marketing Automation Unleashed, about the secrets to successful marketing automation.
Exclusive session from the 2019 B2B Sales & Marketing Exchange: https://b2bsalesmarketing.exchange
Targeting accounts is the foundation of ABM. But, wow, can it be a challenge. Who owns it? How do you delineate your broader set of target accounts from micro-segments for fast-hitting campaigns? How do you scale to feed all the sales channels, while still being nimble and responsive to the market? Come listen to how heads of sales and marketing are tackling these challenges — not just for ABM initiatives, but for all of their demand generation efforts. We will cover how we look at this at Terminus and how our thinking has evolved over time. And we will also weave in success stories we’ve seen from working with our 500+ ABM clients.
Anybody can say they’re the best in the world. Only a select few organizations can actually say they’re the best for the world.
In this Takeover episode of #FMF, founder and CMO at Cheshire Impact, Casey Cheshire, interviews Sangram about marketers shifting their focus to being the best for the world.
Plus, we talk about… - How to show the customer that they are the hero - Making sure your organization knows who you’re serving - Why marketers should first be facilitators
Check out Know What You’re FOR by Jeff Henderson.
If you want to succeed, you work hard.
But if you want to be the best… You have to think outside the box.
That’s how Jay Abraham, Owner at The Abraham Group, became the highest-paid marketing consultant in the world.
Is it better to hire or choose partners who have an impressive CV, or who will roll up their sleeves and do whatever needs to be done to bring a project to fruition?
Sangram Vajre, chief evangelist and co-founder of Terminus, knows the answer. “Passion trumps resume. Every day and twice on Sunday.”
Are you new to prospecting enterprise clients and feeling overwhelmed?
Or maybe you have some experience, but it’s not your strong suit… Well, whatever your situation — enterprise prospecting doesn’t have to be hard.
If you stay organized and plan your approach strategically, you’ll be enterprise prospecting like a boss in no time.
In this Takeover episode, Morgan J Ingram, Director of Sales Execution and Evolution at JB Sales Training and Creator of The SDR Chronicles, goes over the winning formula for a successful enterprise prospecting strategy.
In this throwback episode, we talk to Godard Abel, Co-founder and Executive Chairman at G2 Crowd and CEO at SteelBrick before he sold it to Salesforce, about how there are many different factors in determining the success or failure of a leader or business.
As a sales channel, video prospecting is killing it.
It’s quickly becoming one of the best ways to accelerate your sales.
But if you don’t know where to begin and jumping into a new prospecting method has left you a little camera shy, then you need advice from the experts.
And you’re in luck: In this Takeover episode, host Sanjana Murali speaks with Jeb Blount, CEO at Sales Gravy and author of Objections, about how to video prospect like a pro.
The world has been completely disrupted over the last few months. And that presents us with unprecedented opportunities… But first, we need to disrupt ourselves. To find out how, I invited the expert on disruption theory onto this LinkedIn Live episode. But you probably already know Whitney Johnson, C-Suite Advisor at WLJ Advisors, considering she has 1.8 million followers on LinkedIn. Whitney has authored two of my favorite books, Disrupt Yourself and Build an A-Team, and both are incredibly valuable in the current crisis.
Most of us chase temporary happiness, when we should be chasing everlasting joy. What does that really mean? Sangram unpacks the entire concept on this #OneBigIdea episode of the #FlipMyFunnel podcast.
Using examples from everyday life, like an individual’s career, school, relationships, and yes, even pets, Sangram shows how we can shift our focus from temporary happiness to a feeling that can’t be taken away.
So, you want to be a CMO, but don’t know where to start?
Then you need to know your customer like they were part of your family. And that means actually talking to them.
In this Takeover episode, host Sanjana Murali from Hippo Video speaks with me, Sangram Vajre, Chief Evangelist and Co-Founder at Terminus about ABM and what it takes to be a CMO.
Exclusive session from the 2019 B2B Sales & Marketing Exchange: https://b2bsalesmarketing.exchange
In this session, Jake Dunlap will discuss the emerging trend of shifting your sales process to a more buyer-focused model. In addition, you’ll learn why sales and marketing alignment from a KPI standpoint is crucial to scaling your business.
These days, social selling has to be a part of every salesperson’s skillset. And if you want to close more deals, you need to build a personal brand strong enough to bring people to you.
In this Takeover episode, we speak with John Barrows, CEO of JBarrows Sales Training, about the art of social selling.
John explains: - Why social selling is the key to sales success - How to build your brand authentically - How to integrate social selling into your routine
Limitless Podcast: https://podcasts.apple.com/in/podcast/limitless-a-sales-and-marketing-podcast/id1493376502 Hippo Video: https://www.hippovideo.io/
Anybody can be a leader when everything is running smoothly. It’s crises that elevate leadership from a title to a badge of honor.
In this LinkedIn Live episode, I speak with Steve Lucas, CEO at iCIMs, to find out what behaviors true leaders need to exhibit in a crisis.
What we talked about: - How to marry empathy and realism with optimism - Why we all need 90 minutes of quiet time - How to identify what to start, stop, and continue
When you exercise or start learning a new skill or a new language, there’s one major element that determines the outcome of that endeavor: Consistency.
If you only work toward your goal once or twice a year, or every now and then, the action is random and it’s unlikely anything will come of it.
It becomes a hobby you don’t really care about, rather than a goal you want to achieve. But if you work on it daily, weekly, or monthly, on whatever consistent schedule works for you, then you can create a massive impact.
In this episode, we take a quick, concise look at how consistency creates massive outcomes.
When you buy a hammer, do you throw out your saw? Of course not!
You need to use every tool in your arsenal if you want to succeed — especially in sales. That’s why phone prospecting isn’t dead just because you have some fancy new AI-powered tool.
In this Takeover episode, host Sanjana Murali speaks with Tibor Shanto, Chief Value Officer at Renbor Sales Solutions, about why phone prospecting is still the most vital tool for any successful salesperson.
Limitless Podcast: https://podcasts.apple.com/in/podcast/limitless-a-sales-and-marketing-podcast/id1493376502 Hippo Video: https://www.hippovideo.io/
Exclusive session from the 2019 B2B Sales & Marketing Exchange: https://b2bsalesmarketing.exchange
The future of sales and marketing is radically transparent … are you ready? While embracing transparency and leading with our flaws may feel like the right thing to do, brain science coupled with the proliferation of reviews and feedback on everything we do, buy and experience means it’s now a requirement. Todd will get us ready.
Selling to the C-suite can be intimidating for many salespeople. It doesn’t have to be.
With some strategy and sales skills — and an understanding of what C-level executives want — it can be just as easy as any other sale.
In this Takeover episode, we speak with Marcus Chan, Founder of Venli Consulting Group, about the most essential skills you need to effectively sell to the C-suite.
Limitless Podcast: https://podcasts.apple.com/in/podcast/limitless-a-sales-and-marketing-podcast/id1493376502 Hippo Video: https://www.hippovideo.io/ Marcus Chan: https://www.linkedin.com/in/marcuschanmba/ Venli Consulting Group: https://venliconsulting.com/
It’s one thing to say you care about your organization’s culture — it’s another to actually put in the time and effort to shape it. Recently, Ginger Hardage, former Sr. VP of Culture & Communications at Southwest and Founder of Unstoppable Cultures, and Ricardo Gonzalez, Founder & CEO of Bilingual America and author of The 6 Stages of Cultural Mastery, joined me on a LinkedIn Live session.
Megan Lueders has led the marketing team at Zenoss into a new phase of account-based marketing. She shares how to successfully look at this new approach and layer it on top of the historical responsibilities of brand awareness, demand generation and acquisition. By aligning with Sales and Customer Success, she has been able to help their board and executive team see the value and progress of their ABM efforts. A unique, collaborative dashboard in Salesforce helps everyone stay in alignment with consistent visibility.
Everyone wants a winning sales strategy.
But sales encompasses so many aspects of a business it’s often hard to know where to start.
Luckily, in this Takeover episode, host Sanjana Murali speaks with Kent Holland, VP of Sales at Copper, about 3 areas you can focus on right now to step up your sales game.
For more episodes like this one, join our friends at the Limitless Podcast: https://podcasts.apple.com/in/podcast/limitless-a-sales-and-marketing-podcast/id1493376502
On this throwback episode of #FlipMyFunnel, Sangram talks with Bryan Brown a few things that B2B marketers can adopt from B2C marketers.
Why is it that in every movie about sales, the lead is always a guy?
It’s not the 1950s anymore.
Sales is a gender-neutral job — and we could all benefit from more women on our sales teams. In this Takeover episode, host Sanjana Murali speaks with Patricia DuChene, Vice President of Sales at Postal.io, about the challenges and opportunities for women in sales and tech.
For more episodes like this one, join our friends at the Limitless Podcast: https://podcasts.apple.com/in/podcast/limitless-a-sales-and-marketing-podcast/id1493376502
If someone said they weren’t going to hire a candidate because of their race, ethnicity, or gender, you would rightly be offended.
So, why, for so many companies, is it still acceptable to say that about boomers or millennials?
Ageism is the last “ism” pervading the workforce. And if your company isn’t hiring from diverse age groups…
It’s hurting your bottom line.
In this LinkedIn Live episode, I speak with Nancy Shenker, Founder & CEO at theONswitch, about why cross-generational collaboration is so critical and how to encourage it in your organization.
Do you have a Department of Customer Love?
Maybe that should be one of your marketing priorities heading into the new year.
In this episode of the #FlipMyFunnel Podcast, we spoke to Jen Grant about the culture at Looker, her top priorities as the Chief Marketing Officer, and how Account Based Marketing is related to these priorities.
When you get a template email with your name haphazardly pasted at the top, how do you react?
For most people, that lifeless document is heading straight into the spam folder.
If you want people to respond, you’ve got to make it personal.
In this Takeover episode, host Sanjana Murali speaks with Amy Franko, Founder & CEO at Amy Franko Associates and Author of The Modern Seller, about how to implement better personalization in your sales outreach and prospecting.
For more episodes like this one, join our friends at the Limitless Podcast: https://podcasts.apple.com/in/podcast/limitless-a-sales-and-marketing-podcast/id1493376502
95%.
That was her 2018 win rate.
When she used ABM, she won, 95% of the time. Jillian E. Gartner doesn’t leave ABM deals on the table. She’s so good in fact, ABM’s in her title: She’s the Director of Account-Based Marketing at Thomson Reuters.
She came on this episode of the #FlipMyFunnel podcast to discuss her incredible 5 step process that led to this amazing win-rate.
Jillian works with every part of her company to ensure #OneTeam, pulling from her experience in sales and global marketing at various companies. (Jillian also has an MBA from Findlay.)
In a year marked by social distancing and remote work, the human touch matters more than ever — especially in your sales process.
So, before you write another robotic email, why not record a video instead?
In this Takeover episode, hosts Nikhil Premanandan and Karthi Mariappan from Hippo Video speak with Dan Tyre, Sales Director at Hubspot, about how to use video-selling to humanize your sales process.
Check out Limitless: A Sales and Marketing Podcast by Hippo Video here: https://podcasts.apple.com/in/podcast/limitless-a-sales-and-marketing-podcast/id1493376502
When times get tough, you have two choices: You can give up or you can step up.
So, if you want to sell in the pandemic, it’s time to stop bingeing Netflix and start bingeing growth.
To learn how, I spoke with Morgan J Ingram, Director of Sales Execution and Evolution at JB Sales Training, on LinkedIn Live to find out how he keeps selling when no one’s buying.
The idea of ABM is really about alignment. It's about focusing. It's about concentrating on the group of accounts that are going to provide the highest value to your business. To flesh out the concept of ABM, we brought Renny Fidlon and Sarah McGlinchey from Optymyze to discuss the pillars of ABM success.
Another vague COVID email asking how you can help isn’t going to cut it.
You should already know how you can help your customers. That’s real customer-centricity, and it’s the only way you’re going to survive this pandemic.
In this Takeover episode, Ethan Beute, host of The Customer Experience Podcast, discusses customer-centricity with Todd Hockenberry, consultant and B2B advisor at Top Line Results.
Exclusive session from the 2019 B2B Sales & Marketing Exchange: https://b2bsalesmarketing.exchange
In this session, Jake Dunlap will discuss the emerging trend of shifting your sales process to a more buyer-focused model. In addition, you’ll learn why sales and marketing alignment from a KPI standpoint is crucial to scaling your business.
Communication is what separates us from other animals.
Communication makes us human.
So, why do most workplaces seem dead-set on stripping all the humanity from business communication?
In this Takeover episode, host Ethan Beute speaks with Darin Dawson, President and Co-Founder of BombBomb, a company hoping to make a dent in the universe by rehumanizing the way we communicate in our careers with video messaging.
They discuss:
- Why communication is what makes us human
- The problem with business communication
- How video can help solve it
You are a genius.
In fact, every person in your company is a genius, too.
And if you can figure out why, you can reorganize your company to be more efficient, productive and joyful.
In the latest LinkedInLive episode, I’m joined by the legendary Patrick Lencioni, Founder & President of The Table Group and author of The Five Dysfunctions of a Team, to break down the 6 types of working genius and why they matter for your company.
What we talked about:
- Why we need to understand the genius in ourselves and others
- The 6 types of working genius
- How to improve your company through understanding these genius types
The B2B and SaaS worlds aren’t known for being brand centric. Why not? Because most people associate brand building and brand marketing with fluff.
According to Edward Ford, they couldn’t be more wrong.
If you want to succeed in providing an amazing customer experience…
You need to build 2 things first.
Category and community.
In this Takeover episode, we’re getting a bit meta: Host Ethan Beute speaks with none other than me, Sangram Vajre, Chief Evangelist at Terminus.
Exclusive session from the 2019 B2B Sales & Marketing Exchange: https://b2bsalesmarketing.exchange
The future of sales and marketing is radically transparent … are you ready? While embracing transparency and leading with our flaws may feel like the right thing to do, brain science coupled with the proliferation of reviews and feedback on everything we do, buy and experience means it’s now a requirement. Todd will get us ready.
When you love something, you want to protect it.
But working in CX often means hearing only the negative from customers.
And it doesn’t matter if you agree — you still need to solve the problem.
In this Takeover episode, host Ethan Beute speaks with Rachel Ostrander, Director of Runner Experience at Brooks Running, about how to keep your customer experience running smoothly.
For most of us, work looks pretty different than it did a year ago.
Whether it’s work-from-home, changing industries, furloughs, or even lost jobs, work is changing. When it comes to freelancing, that might be a good thing.
My latest guest on Linked In Live is Susan Marshall, CEO at Torchlite, a marketplace connecting freelance marketers with paying gigs. I invited her on the show to discuss how freelancers fit into the new post-COVID economy.
ABM is easy as soon as soon as you define your original ideal customer profile.
But that’s just like the old Steve Martin answer on how to be a millionaire:
“First step: Get a million dollars.”
So how do you get that million dollars? Or, in this case, how do you define your ideal customer profile?
Our advice, listen to this guy: Kirby Wadsworth. If that name is familiar to you, it’s because he’s an author of an Amazon 5-Star book, he was featured in Forbes’ Most Influential CMOs on Social Media, and he’s won tons of awards in the B2B space, including the Webby and W3 Awards and SiriusDecisions Return on Marketing & Sales Integration Award, to name a few.
Currently, Kirby’s the CMO at Illusive Networks, where he and his team are on a tremendous growth trajectory, while Kirby is helping define their ICP.
100,000 hours. 8 hours a day. 40 a week. 2,000 a year.
We experience most of our adult lives at work.
Can we really afford to leave that experience up to chance?
It’s time to get intentional about our employee experience.
In this Takeover episode, host Ethan Beute speaks with Gil Cohen, Founder at Employee Experience Design, about what leaders need to know to deliver a phenomenal employee experience.
Exclusive session from the 2019 B2B Sales & Marketing Exchange: https://b2bsalesmarketing.exchange
Everyone needs clean data to make smart decisions, but BigCommerce has gone beyond that. Data is the jet fuel that powers the company’s demand engine. With every new initiative, they first ask the question, “How can we use data and automation to make this efficient, scalable and repeatable?”
In this presentation, Ali Rastiello, Director of Marketing Operations and Technology for BigCommerce, will share how she and her team have embraced data orchestration platforms to clean their data and automate processes to more effectively target both B2B and B2C companies.
How can we make our marketing better?
You’re asking the wrong question.
You get way better answers by asking: Why isn’t our marketing working?
In this takeover episode, host Ethan Beute speaks with Mathew Sweezey, Director of Market Strategy at Salesforce and author of “The Context Marketing Revolution,” about how his work is answering this fundamental question.
Exclusive session from the 2019 B2B Sales & Marketing Exchange: https://b2bsalesmarketing.exchange
If you feel overwhelmed (or underwhelmed!) by marketing tech, have non-actionable data slowing down your go-to-market efforts, or are trying to figure out how to meaningfully impact revenue as a marketer, then this session is for you.
Paul Green, Director of Marketing Technology at Extreme Networks, will detail how to get you unstuck and share Extreme Networks’ journey of creating a global, cross-functional initiative called “Project Orion” to orchestrate marketing and sales systems into a unified go-to-market engine.
Using state-of-the-art tools like Marketo to drive demand, enrich data, identify intent signals and more, the company built a customer data platform capable of driving true organizational alignment, boosting conversion rates and accelerating pipeline and revenue.
Fearlessness is taking the keys to the Ferrari.
That’s one of our core values at Terminus. But what does it look like to be fearless in marketing?
Marketing Operations Coordinator at Terminus, Madison Bennett, says it’s about being unafraid to challenge people and processes at any turn. When it comes to marketing operations, you want the best accounts to be your customer. Period.
When you find the best accounts for your sales team, that customer is going to flow through your deal cycle so much faster because you know they’re ready to buy. They’re also going to be better accounts for your customer success team to work with because they’re engaged and interested in what you’re doing.
You have to be fearless in doing what it takes to find those key accounts for sales to go after and for customer success to engage. To find the best process to tee up only the accounts that are going to be most successful. Where the goal used to be “fill that funnel” with as many people as possible… now we know exactly why we sent this account to sales.
But how do you sustain fearlessness in marketing operations?
How do you provide great customer experiences to a market wary of your industry?
Show up authentically.
Your customers need to know you have their interests at the core of what you do.
In this Takeover episode, host Ethan Beute speaks with Paula Hayes, President & CEO of Hue Noir Cosmetics.
Paula is on a mission to change the face of beauty by putting multicultural women at the center of the modern beauty movement.
It can be difficult to know where to start with navigating a megadeal. You’re handling billions of dollars and an entire ecosystem of organizations and people.
Fortunately, there are sales and marketing pros that have gone before you (even if current literature doesn’t reflect it).
Christopher Engman, CRO/CMO of Proof Analytics and author of Megadeals, travels the world to speak about managing huge business agreements. At #B2BSMX 2019, Christopher shared five major mistakes to look out for when operating a megadeal.
What is your mission?
It may not seem like it…
But your mission is the most important factor in delivering great customer experience.
In this Takeover episode, host Ethan Beute speaks with Levi Ayriss, VP of Southwest Field Operations, and Lance Risser, VP of Field Operations, at Dutch Bros. Coffee.
When responding to a crisis, you have two choices.
You can let the crisis just happen to you.
Or you can take control and meet the crisis head-on.
Andy Mackensen, Co-Founder & CMO at Caroo, chose the second option.
When the pandemic started, 95% of the business was B2B. Overnight, they pivoted to meet the demands of the COVID-19 world.
Now they’re 100% B2C.
News flash! Things are heating up from a mergers and acquisition standpoint in the marketing space.
From owning the B2B space to improving personalization in content marketing, these mergers and acquisitions are sure to shakes things up. This week, we’re talking three major moves to watch, plus one piece of surprise news for female entrepreneurs.
Companies have been saying they are focused on customer experience for years.
For most… it hasn’t exactly been true.
But these days, it’s no longer an option. Experience matters more than anything else in your business.
In this Takeover episode, host Ethan Beute speaks with David Cancel, CEO of Drift.
On this episode of the #FlipMyFunnel podcast, Sangram gives you the 5 tactics that have totally changed his travel game, and have made travel one of the most fun and energizing parts of his job.
Keep this one in your back pocket for the next time you have to take a business trip!
Congratulations, you’ve made a new customer!
But now the clock is ticking…
You have just 100 days to make that customer a lifetime customer.
In this Takeover episode, host Ethan Beute speaks with Joey Coleman, Author of Never Lose a Customer Again about what customer experience means in 2020.
At the beginning of the pandemic, how many were surprised they ended up working harder?
Balancing kids at home, new ways of doing business and increased workloads can be stressful for everyone.
But Muhammad Yasin, Executive Vice President of Marketing at Perq, looked at the crisis as an opportunity to try new things.
And his team has never been so productive.
In this episode, we discuss how he did it.
Modern CMOs wear a bunch of different hats. And that involves being an expert in several different fields. They have to be obsessed with the entire customer journey from prospect to upsell. They have to balance lead generation and brand management. And they have to measure results when they can, but simultaneously be comfortable investing in marketing activities that can’t be measured.
Most marketers know how to weigh traditional marketing services.
But technology? That leaves most marketers at a loss.
It doesn’t have to — deciding between martech products and building a killer tech stack can be made simple.
In this takeover episode, hosts Yaagneshwaran Ganesh and Manish Nepal catch up with Scott Brinker, VP Platform Ecosystem at HubSpot, to discuss what every marketer needs to know about martech.
What you do is important. But why you do it is even more important.
In his book and TED Talk “Start with Why” Simon Sinek challenges us on the importance and power of having a “Why.” He pushes us to craft our why to propel ourselves and others to action.
In this throwback episode, Sangram uncovers his why, and how it has impacted every aspect of his life.
ABM is all about building relationships with prospects and customers throughout their entire buyer’s journey.
And these days, if you want to build relationships, you need to master social selling.
In this takeover episode of #FMF, hosts Yaagneshwaran Ganesh and Manish Nepal cover everything you need to know about social selling.
If the pandemic or climate change hasn’t made it obvious yet…
Math, sciences and analytics are how we save the world.
And they’re also how you save your marketing.
In today’s episode, I’m joined by Mark Stouse, Chairman and CEO at Proof Analytics.
He has weathered several crises throughout his career — and through his move from a CMO to CEO — and each one has further bolstered his belief in the power of analytics.
A successful ABM campaign is tough. Doing it at scale is even tougher. So we thought we’d talk to someone who has quite literally won an award for her ABM campaign at scale. Heidi Vandermeer talks about what it takes to run an ABM campaign at scale, and how her company did it.
You’ve probably heard this phrase before: What gets measured gets done.
Well, sometimes the reverse is true.
And if it is for you, it might be killing your ROI.
So says Chris Walker, CEO at Refine Labs. In our takeover episode with hosts with Yaagneshwaran Ganesh and Manish Nepal, the three join together today to talk about why shifting your marketing investment from performance to brand is the smart move.
What we talked about:
- Why brand beats performance
- The unmeasurables that provide real ROI
- How to kill it with content
I believe we act out of two different ways to every situation in life: Out of love or out of fear.
Let me explain.
In fear, you play the short game. You’re focused on very short-term goals to please others, and you’re afraid to take risks. Self-protection and survival are your priorities that are rooted in insecurity.
In love, you play the long game. You’re not afraid to take risks because you realize the possibility of failure is just part of the journey. Selflessness is your priority because you see that giving to others doesn’t take away from yourself!
You have a choice to make today. You can choose fear as you walk into your office and home OR you can choose love and truly give it all you have. I promise you that you will sleep well the night you choose to love.
This episode will help you determine if you are responding to your life in fear or in love!
Here’s the big idea: The value of marketing is defined by sales.
This truth has taken me a long time to verbalize, but it’s become very obvious to me now.
In this #TakeoverTuesday, I discussed this idea with Yaagneshwaran Ganesh and Manish Nepal, the co-hosts of The ABM Conversations Podcast. Plus, we talk about…
- The evolution of ABM and #FlipMyFunnel
- Two things marketers need in order to contribute to revenue
- The metrics that marketers should care about
Check out Yaag’s books, like The Revenue Marketing Book, here.
With so many C-suite acronyms flying around…
It’s hard to keep track of what each one does.
Luckily, you can always ask an expert.
Which is why, today, we’re diving into the role of the CMO with John Ellett, CEO at Springbox and Contributor at Forbes CMO Network.
Join me for weekly special LinkedInLive sessions where I interview your favorite guests like Pat Lencioni, Seth Godin, Whitney Johnson, and Kim Scott — LIVE.
Here's the one-click invite: https://evt.mx/mSGV4Ka8