Accelerating Revenue Series: Recent Episodes
True Influence
Truth matters, so join us, live on Tuesdays for transparent and interactive conversations - to grow as Marketers and create true connections with other practitioners. Tricia Wiles Ruiz, along with our guests, will discuss the techniques that they are implementing to connect with their next customer and accelerate revenue for their organization.
We will have transparent conversations with B2B Marketing Practitioners that will focus on the challenges of the modern-day marketer and what actions our guests are implementing to overcome them. And when we say transparent - we mean it. We all have value and can always learn from each other - so you as the audience can join in the conversation through chat and participation, now on LinkedIn Live!
It’s far too easy for B2B marketers to become fixated on one or two KPIs and lose sight of what really drives revenue, particularly in the age of digital-first, multi-channel campaigns. Not only do the old go-to's of CPL or CTR not encompass every digital touchpoint, but they also tend to ignore influencers and other key contacts in the group decision-making process. This results in missed opportunities and fatigued first-party lists.
Lana Warner, Director, Partnerships and Client Strategy at Lotame, says marketers need to take the initiative to collaborate with sales to create a complete, data-driven view of their customers, from the high funnel to repeat purchases. Ths close collaboration should also extend to data partners, to ensure they are keeping pace with the rapidly evolving technologies that B2B decision-makers rely on.
Warner suggests that marketers ask how their data partners plan to manage and refresh their contact data as new tech and workforce shifts, such as The Great Resignation, reshape the B2B landscape. If your partner isn’t employing identity graph or machine learning analytics, you probably need to be looking for a new data partner, she says.
Lana Warner, Director, Partnerships and Client Strategy at Lotame
Listen to learn the following:
✅ How marketing and sales need to cooperate to build buying group models that include late funnel or unexpected signals to paint a complete picture of your best customers.
✅ Why you should always be on the lookout for new or revitalized tactics for data-driven segmentation, such as working closely with publishers to overlay your data and target hyper-valuable prospects.
✅ Why you need to ensure that your data partner is using the latest technologies to ensure that its data is clean, comprehensive and relevant. Learn more about your ad choices. Visit megaphone.fm/adchoices
Digital marketing has opened the door to a new world of potential customers who were once off most B2B sellers’ radar. But with these new audiences comes the challenge of quickly engaging them with information that’s relevant to their daily work. A customer service manager might become a great advocate for your ticketing solution, but they aren’t likely to make it to page 15 of that C-Suite whitepaper to see what’s in it for them.
Kathi Gray, Digital Marketing Manager at OpenText, says expanding her target audiences to include influencers and other Buying Group personas has been a key challenge in the information management giant’s push to digital-first marketing. A relationship with OpenText represents a major investment for most customers, and so the focus has always been on the C-Suite and their need for the big picture, Gray says. But channels like social and programmatic display are driven by quick-but-powerful messaging that starts a conversation – or sometimes lets a smart marketer edge into an ongoing discourse.
Gray says intent data is more important now than ever in identifying what prospects really want to talk about. Marketers have to be eager to listen and adapt, she says, and they need to regularly revisit their increasingly complex digital campaigns to optimize for what’s working.
Kathi Gray, Digital Marketing Manager, OpenText
Listen to learn the following: ✅ How optimizing multi-channel digital strategies is a continuous process of reviewing performance metrics and finding the best ways to engage key Buying Group members.
✅ Why digital marketing is moving away from its classic mission to “educate” and is focusing on “engaging” prospects around quick, compelling messages.
✅ Why digital-first communication has actually led to building stronger relationships with customers and co-workers.
Connect with Kathi Gray on LinkedIn linkedin.com/in/kathigray Learn more about your ad choices. Visit megaphone.fm/adchoices
Actionable data is the lifeblood of modern B2B marketing. But without common definitions and standards, data loses its value. And you might be surprised to learn that marketing can be an organizational leader when it comes to setting such guideposts.
Data Analyst Theresa Kushner says true data quality begins at the collection stage, where siloed groups often cultivate stats and data points that suit their objectives, but not those of the entire organization. She recalls a conflict between a company’s sales and product team over late shipments. Turns out, the product team was simply changing the schedule to ensure “on-time” deliveries, regardless of when orders actually shipped.
Experiences like these led Kushner to conclude that marketing can be the “glue,” as she puts it, to help develop and maintain a core set of standards about how data defines your business. This begins with the most fundamental of definitions – exact who is your customer? The answer is not as clear-cut for many businesses as it should be, she says.
What you will learn from this episode:
✅ How CMOs need to focus on creating a single, clear personal entity that accurately combines all the various data and representations they collect about each individual buyer.
✅ Why marketing can be the “glue” that ensures everyone, from sales to customer success, is working from the same definition of who the customer actually is.
✅ Why marketing needs to expand its view of data beyond basic demographics and transactions to understand the real cost and opportunities of serving customers.
Theresa Kushner, Consultant, AI/Analytics, NTT Data
Connect with Theresa on LinkedIn: https://www.linkedin.com/in/theresakushner/ Learn more about your ad choices. Visit megaphone.fm/adchoices
Every contact with a B2B prospect impacts their ultimate purchase decision. To win their business, you need to gather, understand, and precisely act on enormous amounts of data that tells you who your prospects are and what they need. That’s the vision behind MerittB2B’s decision to join forces with True Influence to create a new, comprehensive customer data and campaign execution platform.
“We’re going to be the unique set of complementary assets that creates a unique value proposition to the marketplace, and let people chase us,” said Rob Sanchez, CEO of MeritB2B, about his company's recently-announced decision to acquire True Influence.
Sanchez and RK Maniyani, True Influences’ CTO, say that the combination of MerittB2B’s advanced data management and analytics capabilities and True Influence’s demand generation services and intent data technology will create a platform that encompasses most of the digital journey.
Near-term plans for 2022 include pumping new data feeds from MeritB2B into the True Influence Marketing Cloud™ and scaling up demand generation services for MerittB2B’s existing customer base. The ultimate vision is to create a Customer Data Platform that empowers revenue marketers to execute on a complete view of their prospects and accounts.
Rob Sanchez, CEO, MeritB2B RK Maniyani, CTO, MeritB2B
What you will learn from this episode:
How MeritB2B’s data and analytics expertise will combine with True Influence’s campaign execution and measurement services to create a comprehensive digital platform.
Why combining campaign, demographic and transactional data creates a new level of customer intelligence.
How differences in corporate culture and process can actually be an asset in innovation and cross-learning.
You can connect with Rob on LinkedIn: linkedin.com/in/rob-sanchez-275750b You can connect with RK on LinkedIn: linkedin.com/in/rmaniyani Learn more about your ad choices. Visit megaphone.fm/adchoices
By building data-driven pipeline strategies, enterprise Revenue Marketing can be the cohesive force that aligns sales and marketing operations behind a common goal – revenue. Aristomenis Capogeannis, Director of Revenue Marketing for NVIDIA, says that he tells his team to base every decision on omni-channel data – not instinct or intuition.
A data-driven approach is especially critical for a massive business like NVIDIA, whose audiences and products range from consumer to data center. Capogeannis says his role is to win buy-in for new approaches with “snackable” data points that clearly show the revenue win, then build integrated pipeline strategies that let individual teams execute on what they do best.
Aristomenis Capogeannis, Director, Revenue Marketing, NVIDIA
Listen to learn from Aristomenis Capogeannis’s episode:
How a commitment to omni-channel attribution is essential to modeling out personal and account-level purchase journeys.
Why net new leads need to be presented with a cohesive set of informational experiences that let them direct how they want the conversation to proceed.
Why enterprise revenue marketers need to make the transition from executional to strategic thinking.
Connect with Aristomenis Capogeannis on LinkedIn: linkedin.com/in/aricapo Learn more about your ad choices. Visit megaphone.fm/adchoices
Decision-makers can interact with your content 50 or more times during the complex B2B buying journey. Rachit Dayal, the Chief Marketing Officer, APAC, for leading CXM provider Merkle, stresses that each of these touchpoints, particularly in the high funnel, doesn’t have to be a home run. Content is just a way to get your message across, Dayal says, and so long as it’s enjoyable and provides useful information it’s done the job, regardless of delivery format.
Dayal’s content strategies lean on creativity and a willingness to experiment across all channels, including consumer or lifestyle video. His philosophy is informed by his experience in different markets, where prospects’ expectations and reactions to content can vary widely.
Rachit Dayal, Chief Marketing Officer, APAC at Merkle
Listen to learn the following:
How to build distinct content strategies for long-range enterprise campaigns and for smaller B2B deals that fall within the existing budget.
Why B2B marketers need to stick with their creative ideas and tactics beyond “Season 1” and give them time to build momentum.
How B2B marketers can learn a lot from B2C’s focus on just making potential customers want to get to know you.
Connect with Rachit Dayal on LinkedIn linkedin.com/in/rachitdayal Learn more about your ad choices. Visit megaphone.fm/adchoices
Q4 is typically a challenging time for B2B marketers, as they face pressure to help land last-minute revenue and keep the ball rolling toward a solid Q1. Jessie Johnson, a principal analyst at Forrester, says now is the time for marketers to stay focused on enabling their prospects and target accounts to make the right purchase decisions and “stop counting leads,” as she puts it.
The best plan for accelerating momentum in Q4, Johnson says, is to listen to the signals Buying Group members are creating on your website and in your digital channels. Put your resources into facilitating the next step in those conversations. That’s the definition of enabling a prospect, which Johnson says is the real goal of ABE – not simply generating clicks that don’t move the decision forward.
One smart way to accomplish this is to identify content that is already connecting with Buying Group champions and then personalize it for an amplified outreach to influencers, Johnson says.
Jessie Johnson, Principal Analyst, Demand Marketing, Forrester
L:isten to learn the following:
✅ How to maintain focus on your prospects’ goals while amplifying successful tactics to build momentum and kickstart conversations heading into the new year.
✅ How the consumerization of the B2B buying experience has raised the expectations of prospects for real-time, self-guided purchase support.
✅ Why careful planning of your content will allow you to cost-effectively create personalized tactics that can accelerate momentum in your pipeline.
You can connect with Jessie on LinkedIn https://www.linkedin.com/in/jessiejohnson/ Learn more about your ad choices. Visit megaphone.fm/adchoices
News that Apple is tightening privacy settings in its email services, along with a new wave of regulations coming under the California Privacy Rights Act (CPRA), has some B2B marketers questioning the future of email in connecting with in-market prospects.
Ray Estevez, True Influence’s Chief Information Officer, says marketers should embrace these changes as a step in the ongoing evolution toward omni-channel strategies and reporting. Email opens, the tracking metric most directly impacted by Apple’s Mail Privacy Protection initiative, is already a low priority for B2B marketers, who should already be focused on what content is driving clicks and first-party engagement. Don’t rely on platform providers like Apple as your main source of behavioral data.
Estevez also encourages B2B marketers to invest in attribution and analytics systems that show how email, programmatic, inbound and Connected TV (CTV) work together to build relationships. Privacy should be viewed as a best practice, he adds, and marketers should view new regulations like California Privacy Right Act (CPRA) as a baseline for building their plan moving forward.
Ray Estevez, Chief Information Officer, True Influence
Listen to learn the following:
✅ How Apple’s recent email privacy changes and the CPRA are likely to affect how marketers can measure email response.
✅ Why B2B marketers need to move toward omni-channel strategies that move prospects toward deeply engaged first-party relationships.
✅ How multi-channel attribution and purchase journey modeling is the key to generating revenue and proving ROI for your marketing budget.
Connect with Ray Estevez on LinkedIn https://www.linkedin.com/in/rayestevez/
Read Ray's article, mentioned in this episode, right here: https://trueinfluence.com/zero-party-data-what-it-is-how-it-can-benefit-your-business-and-how-its-different-from-other-data-types/ Learn more about your ad choices. Visit megaphone.fm/adchoices
In this Accelerating Revenue Series episode, Joe discusses his own strategies for the coming year and how he’s planning to make an impact, not only by driving revenue but by helping shape the direction of the fast-growing marketing tech and services company.
He stresses the importance of getting a commitment from sales to see these strategies through to the payoff in SALs and improved engagement metrics, which may not happen until six or more months from now.
Joe Martin, VP of Digital and Demand Marketing at Scorpion
Listen to learn the following:
How to communicate the value of marketing strategies to build buy-in from the entire company, from the CMO to Sales.
The importance of revisiting marketing metrics and identifiers on a regular basis, to guarantee the strategies you’ve laid out still sync with the business’ goals.
How to evaluate key partnerships to ensure they are an asset, and not a distraction, for the strategies you’ve set.
Connect with Joe Martin on LinkedIn https://www.linkedin.com/in/joemartinmba/ Learn more about your ad choices. Visit megaphone.fm/adchoices
It’s that time again--Season 3 of True Influence’s Accelerating Revenue Series is here! This is a series of transparent conversations with B2B industry leaders and subject matter experts on LinkedIn LIVE that will focus on the challenges B2B Marketing Practitioners are facing.
Mark Kilens is the VP of Content and Community at Drift where he leads the content, creative, events, and learning and development teams. He oversees Drift's content and education strategy, Drift Insider which has 45,000+ members, and Drift’s RevGrowth and HYPERGROWTH events.
Mark Kilens: VP of Content & Community at Drift
Watch to learn the following: - The importance of using intent data to personalize people’s experiences and strategies to try when first getting started.
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The significance of practicing your ABC’s (always be capturing) and understanding the art and science behind personalized content.
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Tips and suggestions regarding campaign development, intent data usage, and accurately testing personalized content and its performance.
Connect with Mark Kilens on LinkedIn: https://www.linkedin.com/in/markkilens/ Learn more about your ad choices. Visit megaphone.fm/adchoices
Former Stripe and Google employee, Ross Rich, and his brother raised millions for a startup -- a customer collaboration platform for sales leaders to build repeatable, data-driven processes. He saw the problem firsthand from his own time as a rep. Not another email or text automation tool, his Accord platform is a place where humans interact. Add to that a stint doing marketing for #1 Billboard hits, sold-out international tours, and platinum albums, and you have one interesting guest!
Ross Rich CEO and Co-Founder at Accord
Listen to learn: ✅ What’s the difference between a B2B vendor and a partner? ✅ How does collaboration increase productivity and profit? ✅ How to make the transition to strategic partner Connect with Ross Rich on LinkedIn: https://www.linkedin.com/in/rossrich/ Learn more about your ad choices. Visit megaphone.fm/adchoices
From an early age, Ajay Gupta has been fascinated by how technology can connect brands with an audience base. This led him to founding a business to develop products that make communication easier. Identity data sets are also part of his story, so you know this will be a data-centric conversation about understanding customers.
Ajay Gupta CEO and Founder | Stirista Global
Watch to learn: ✅ How to find the right human touch in data-driven campaigns ✅ What questions to ask about contact database accuracy ✅ Role of CTV in connecting B2B marketers with prospects Connect with Ajay Gupta on LinkedIn: https://www.linkedin.com/in/ajay-gupta-24255366/ Learn more about your ad choices. Visit megaphone.fm/adchoices
When companies struggle for revenue and profit, they often can’t see the blind spots holding them back. If you’re running blind, Doug’s ideas and advice will turn that around. He’s led award-winning sales teams to the next level in growth, revenue and profits, and it all comes back to business communications that add value.
Doug C. Brown CEO, Conversion Strategist, Revenue Growth Expert @ Business Success Factors | Forbes Business Council
Listen to learn: ✅ How the four quadrants of communication affect sales ✅ How emotional anchoring defines sales conversations ✅ How to raise perceived value when interacting with prospects Connect with Doug C. Brown on LinkedIn: https://www.linkedin.com/in/dougbrown123/ Learn more about your ad choices. Visit megaphone.fm/adchoices
Whether you’re part of a startup or an established enterprise, marketing has the same goal: deliver new clients and organic opportunities to drive growth. Michele Cobb is no stranger to that mission. Growing the business has been on her to-do list in every role, and given the M&A activity in her pedigree, she’s been very successful at it. Catch this interview to uncover her secrets for pragmatic growth marketing.
Michele Cobb Chief Marketing Officer | RefineRE
Listen to learn: ✅Should a startup adopt a traditional marketing strategy? ✅How do startup challenges and solutions compare to an enterprise experience? ✅How do you balance product messaging and customer education? Connect with Michele Cobb on LinkedIn: https://www.linkedin.com/in/michelecobb/ Learn more about your ad choices. Visit megaphone.fm/adchoices
Question of the Day: Would your B2B buyers be open to more human, video connections from your brand?
Achieving a human bond in business has never been more important. Personal connections accelerate sales and improve customer experience, and Ethan Butte shares what marketers must know about personal video in B2B. Part marketing strategist, part messaging specialist, part branding enthusiast, he’s on a mission to rehumanize business communication. Join to learn how simple, personal videos lead to clearer communication, human connection and higher conversion.
Ethan Beute Chief Evangelist @ BombBomb | Host @ The Customer Experience Podcast | Member @ Revenue Collective | Author “Rehumanize Your Business”
Listen to learn: ✅ How video helps B2B brands humanize communication ✅ How marketers can use video for each funnel stage ✅ How to create a better B2B video marketing strategy Connect with Ethan Beute on LinkedIn: https://www.linkedin.com/in/ethanbeute/ Follow The Customer Experience Podcast: https://bombbomb.com/podcast/
https://bombbomb.com/book Achieving a human bond in business has never been more important. Personal connections accelerate sales and improve customer experience, and Ethan Butte shares what marketers must know about personal video in B2B. Part marketing strategist, part messaging specialist, part branding enthusiast, he’s on a mission to rehumanize business communication. Join to learn how simple, personal videos lead to clearer communication, human connection and higher conversion.
Ethan Beute Chief Evangelist @ BombBomb | Host @ The Customer Experience Podcast | Member @ Revenue Collective | Author of Rehumanize Your Business
Listen to learn:
How video helps B2B brands humanize communication
How marketers can use video for each funnel stage
How to create a better B2B video marketing strategy
Connect with Ethan Beute on LinkedIn: https://www.linkedin.com/in/ethanbeute/
Follow The Customer Experience Podcast: https://bombbomb.com/podcast/ https://bombbomb.com/book Learn more about your ad choices. Visit megaphone.fm/adchoices
Question of the Day: What’s been your biggest struggle as your team tries to automate and streamline marketing processes? We tap into our own deep bench of experts for this episode. Praveen Balla has established an award-winning reputation for high-margin marketing programs and end-to-end demand generation and lead nurturing. A proven growth hacker, he once grew revenue at a record high 40x at 90%+ margin. But his strengths also cover team building and leadership. Sit back and enjoy Praveen’s unique energy and innovative viewpoints on martech, marketing operations and sustainable revenue paths.
Praveen Balla Vice President - True Influence | Project Advisor, Longtime Volunteer - Public Action Group
Listen to learn: ✅ How martech cloud solutions bring essential capabilities to B2B ✅ How CMOs can avoid problems when launching new martech ✅ How customer feedback helps CMOs refine martech evolution Connect with Praveen Balla on LinkedIn: https://www.linkedin.com/in/praveen-balla/ Learn more about your ad choices. Visit megaphone.fm/adchoices
Question of the Day: How does your organization help employees thrive in remote work conditions? During the pandemic, companies faced challenges unlike anything we’ve ever seen. Businesses learned the value of prioritizing emotional wellbeing for employees. Now with many organizations retaining some form of remote work, how can we build on the lessons of last year and come out stronger? Bill Flynn has advice based on his extensive experience in driving growth under all kinds of circumstances. Join to see what you’ll learn from a master in the science of success. With guest: Bill Flynn Chief Catalyst, Catalyst Growth Advisors | Mentor, Entrepreneurship for All | Advisory Boards, Women's Business Collaborative and CodeBroker | Member Coach, Marshall Goldsmith 100 Coaches
Listen to learn: ✅ Why should companies evaluate psychological safety in times of crisis ✅ How focusing on clarity and alignment helps you succeed with remote teams ✅ How B2B leaders can bring stability to virtual working spaces
Connect with Bill Flynn on LinkedIn: https://www.linkedin.com/in/billflynnpublic/ Learn more about your ad choices. Visit megaphone.fm/adchoices
At the C-level, B2B marketing involves many moving parts. No wonder fractional CMO advocate Cara Posey calls herself a builder: “I see the parts and pieces of a brand, a strategy, a community, a product and want to make it better and stronger.” Backed by extensive integrated marketing experience, she credits her curiosity for breakthrough results in startup, mid-size, Fortune 500 and 100 companies. What might a “fractional executive” bring to your team? With guest: Cara Posey SVP of Growth Strategy at Relequint | Founder of Artemis CMO
Listen to learn: ✅ Benefits of hiring fractional executives over regular employees ✅ What fractional leaders should know to build a successful team ✅ Tips for bringing a fractional executive on board
Connect with Cara on LinkedIn: https://www.linkedin.com/in/caraposey Learn more about your ad choices. Visit megaphone.fm/adchoices
As a B2B marketing change agent, Kerry Cunningham proves that curiosity is a valuable trait in business. He’s explored many areas of intellectual curiosity. While also pursuing a master’s degree, he worked concurrently in as many as three research laboratories in various fields of social and personality psychology. He brings that depth to SiriusDecisions, where he works with B2B clients to optimize marketing operations and demand management functions. With Guest: Kerry Cunningham Vice President & Principal Analyst at Forrester
Listen to learn: ✅ First steps towards integrating AI into the B2B marketing mix ✅ How AI scales B2B marketing while making it more personal ✅ How AI analyzes intent signals to transform a business digitally
Connect with Kerry on LinkedIn: https://www.linkedin.com/in/kerrycunningham Register for the True Influence Spring Summit: https://bit.ly/31uIJ8o Learn more about your ad choices. Visit megaphone.fm/adchoices
We have a special bonus episode for you all! Our virtual Spring Summit: Accelerating Revenue through Artificial Intelligence on April 14, 2021 at Noon - 2:30pm (EST). Register here: https://bit.ly/31uIJ8o Just as artificial intelligence is changing our daily lives, machine learning is also redefining B2B marketing and sales at a rapid clip. Should you harness the power of AI in your demand generation? How can AI turn your marketing, sales and data efforts into a revenue machine? What do best practices and early adopters say? You’re about to find out. Complete your registration for the (free) virtual True Influence Summit, where demand gen and AI leaders from Google, Microsoft, SAP, IEEE, Live Earth and Forrester answer those questions and more.
Learn more about your ad choices. Visit megaphone.fm/adchoices
Darrell Alfonso has been called the perfect balance of detail-oriented and completion-driven, combined with strategic thinker. Having worked at startups, mid-sized companies, and nonprofits, Darrell says he’s come to realize it's about the people, not the platforms, but it's best to keep your eyes on both. His list of marketing achievements is only eclipsed by his list of volunteer and community work. You’ll find there’s plenty to learn about Marketing Operations from this high achiever. With Guest: Darrell Alfonso Amazon Marketing Operations | Marketing Automation Champion & Speaker
Listen to learn: ✅The role of marketing operations in today’s B2B teams ✅ Why hiring marketing ops skills benefits your business ✅ How marketing ops contribute to revenue generation
Connect with Darrell on LinkedIn: https://www.linkedin.com/in/darrellalfonso Learn more about your ad choices. Visit megaphone.fm/adchoices
Join this session with Tom Castley for tips on transforming sales processes, sales and marketing collaboration, and delivering higher revenue, all while breaking into new markets. Tom helps businesses dramatically boost sales productivity with a toolkit that includes data and automation to remove manual steps from sales processes.
with Guest Tom Castley Vice President of Sales, UK | Outreach
Listen to learn: ✅ Key differentials to keep in mind when selling to a new market ✅ Communication channels that appeal to B2B buyers in the UK ✅ Common mistakes companies make with global marketing
Connect with Tom Castley on LinkedIn Learn more at trueinfluence.com Learn more about your ad choices. Visit megaphone.fm/adchoices
Who hasn’t engaged with a chatbot? And who hasn’t deployed one on a website? Billy shares compelling reasons you should take a closer look at how your chatbot is performing. His team helps B2B brands with digital conversation optimization, not just with chatbots, but email and other automated engagement. What great ideas will you learn? With Guest Billy Bateman: ChatFunnels Co-Founder & VP of Operations | Host, Digital Conversations Podcast Listen to learn: ✅ What B2B companies are missing in conversational marketing ✅ How responsive chatbot and video integration engages visitors ✅ The secret to not masquerading a chatbot as a person Listen to Digital Conversations Podcast Connect with Billy on LinkedIn Learn more at trueinfluence.com Learn more about your ad choices. Visit megaphone.fm/adchoices
Dan and his team create entertaining ads that sell stuff, and he wants other B2B marketers to enjoy the same results. As a keynote speaker and agency co-founder, Dan has proven chops in digital and social media marketing. Listen for some serious content marketing advice. With Guest Dan Knowlton Knowlton Co-Founder & CMO | Co-Host Business Anchors Podcast
Listen to learn: ✅What B2B marketers can learn from creative strategies of B2C branding ✅Which metrics to consider while shifting towards creative, responsive marketing initiatives ✅Different affordable platforms to help businesses through digital transformation
Business Anchors Podcast: https://lnkd.in/d_giHFP Dan Knowlton's LinkedIn: https://www.linkedin.com/in/danielknowlton1/ Learn more about your ad choices. Visit megaphone.fm/adchoices
Learn how intent signal data helps B2B companies supercharge the sales process with Guests: Steve Richard & Jamie Shanks
Steve Richard: https://www.linkedin.com/in/saleskickoffspeaker/ Chief Evangelist & Co-Founder, ExecVision | Co-Founder @Vorsight Steve Richard is an evangelist for quality sales conversations, and in using technology and data to mine insights about customer interactions.
Jamie Shanks: https://www.linkedin.com/in/jamestshanks/ Managing Partner, Sales for Life - The Growth System | Best-selling Author If you’re willing to learn new skills, you’ll consistently outperform your peers, according to Jamie Shanks. He’s widely recognized for his Digital Sales Methodology, and he says digital sales is a vital skill in the 2020's.
Listen to learn: ✅ How to integrate intent signals with buyer engagement tactics ✅ Ways to lower customer acquisition costs with intent intelligence ✅ Why intent signals is the right tool to engage existing B2B customers
Hear what these two have to say about bringing intent data into digital sales conversations!
Chad Burmeister's Season 1 Episode - How AI Powers Your B2B Sales Process https://learn.trueinfluence.com/chad-burmeister-landing-page.html
Learn more at https://trueinfluence.com/ Learn more about your ad choices. Visit megaphone.fm/adchoices
How can sales reps prospect through all the digital noise? Who better to answer that question than a sales rep who’s also a sales trainer. Morgan coaches teams on modern techniques that bolster pipeline, leverage social media, schedule net new accounts and cold call with confidence. And now he’s our guest! With Guest Morgan Ingram: Director of Sales Execution and Evolution at JB Sales | Host of SDR Chronicles Listen to learn:
How to introduce yourself with a “PLA” cold call opener
Impact of the “Morgan Technique” on building customer rapport
Types of feedback questions for sales call evaluation
Learn more at trueinfluence.com Originally published October 29th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
From rookie start-up CMO to founder of Laudable, Angela is your go-to for how to create authentic, engaging, custom-branded content at a fraction of the cost of traditional video. Laudable puts customers at the center of the story, leveraging video for a better customer experience. You’ll never think about case studies, brochures and other business content in the same way. With Guest Angela Ferrante Founder and CEO | Laudable Watch to learn:
Starter tips for creating good B2B video content
How to repurpose any existing content into video
Why video storytelling today has an emotional component
Learn more at trueinfluence.com Originally published October 28th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
The winner of too many awards to list here, Rick has coached 500+ companies and thousands of B2B salespeople. The “Smarketing Guy” shares his views on rethinking how to market and sell in a virtual climate. (Smarketing integrates sales and marketing processes to drive favorable business outcomes.) But don’t forget about integrating people into that equation. Here’s what B2B companies need to know to pivot from traditional hiring models. With Guest Rick Lambert: Founder / CEO - selltoWIN.com & IN2communications.com Watch to learn:
How integrating LinkedIn into the sales process opens up potential opportunities
How to succeed with personal branding on LinkedIn
How to make virtual sales call more engaging and effective
Learn more at trueinfluence.com Originally published October 27th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
His passion - “Helping Regular People Become the Greatest Sales Professionals in the World” -- is no small feat, but Chad does it with skill. Part of his method involves showing Founders, CEOs and CROs how to use artificial intelligence to dominate markets. Following his advice, entrepreneurs have generated thousands of meetings and millions in pipeline and bookings. Watch and learn. With Guest Chad Burmeister: Founder & CEO - ScaleX.ai|Co-Founder - SalesClass.ai|Author Watch this episode to learn:
How AI helps you do more with less during Covid-19
Why high EQ is vital in an AI-enabled world
How B2B companies can leverage AI just as well as B2C
Learn more at trueinfluence.com Originally published October 22nd, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
A self-described sales process geek, David cares strongly about leadership, strategy, operations, marketing, training and employee development. His topline philosophy: Winning is about proper execution and always putting the client's needs first. One fan recognized him by borrowing a quote from John Maxwell, “David is a leader "who knows the way, goes the way, and shows the way." Sounds like a perfect guest for Accelerating Revenue! With Guest David Weiss: Enterprise Sales Leader | Author | Speaker | Podcaster | Sales Coach | Aspiring Cook Watch to learn:
What is situational leadership and its advantage over micro-management
Importance of leadership training for B2B organizations
Different leadership skills for the virtual world of work
Learn more at trueinfluence.com Originally published October 21st, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Many have heard Steve speak at SXSW Interactive, DMA, AMA, SiriusDecisions Summit, AdTech and other learning events. He's consulted by technology startups, growth-stage firms needing revenue processes and publicly traded companies needing teams of modern marketers. No surprise then he’s one of the Top 50 Most Influential Leaders in Sales Lead Management. So get ready for creative thinking and practical ideas. With Guest: Steve Gershik Chief Marketing Officer - inRiver|Advisory Board Member - Sales Lead Management Association Watch to learn:
What are critical selection factors for an innovative business idea
How to strengthen your brand presence throughout the company
Reasons why you lose a customer in the process of being creative
Learn more at trueinfluence.com Originally published October 20th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Roderick understands how to leverage cutting-edge technologies to decrease time to revenue, increase sales productivity and deploy scalable coaching. In his global sales enablement consultancy, results are time-bound and metrics-focused to ensure sales and customer success professionals have the strategy, resources and skills for sustainable growth. Watch for ideas to help decrease time-to-revenue and increase productivity in a virtual selling world. With Guest Roderick Jefferson: CEO - Roderick Jefferson & Associates | Advisory Board Member Autobound, Capella University & Selleration Inc |Founding/Member - Sales Enablement Society Watch to learn:
Four key ways to align with changing company goals
Why sales enablement practitioners should focus on specifics while interacting virtually
How enablement practitioners can take advantage of the talent pool post-Covid-19
Learn more at trueinfluence.com Originally published October 14th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Bob’s mission is to help lead the Inside and Digital Sales profession to the next level of professionalism and performance. His guidance is especially relevant now, with so much selling moved into the digital and virtual realms. Watch to learn about elevating the role of inside sales professionals and increasing their value to your businesses. With Guest Bob Perkins: Founder & Chairman | American Association of Inside Sales Professionals Watch to learn:
How has inside sales become the new normal for B2B
How high-performing field reps manage sales in the wake of COVID-19
How getting to know your customer builds rapport in virtual selling
Learn more at trueinfluence.com Originally published October 13th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
For B2B sellers, mega deals are the holy grail. Yet many companies lack a good process for finding and closing uncommonly large deals. Having won multiple $50M+ SaaS deals, Jamal developed the Mega Deal Secrets masterclass to teach the art of whale hunting to enterprise sellers. Now this podcast lets B2B marketers and sales also learn from his unique knowledge. With Guest Jamal Reimer: Owner @ Outseller Consulting | Advisor @ PureSoftware & Saama Watch to learn:
What is a mega deal and how does it differ for companies
Why involving stakeholders in the conversation opens the door to the ultra-large deal
Five quick steps to become a powerful “mega dealer”
Learn more at trueinfluence.com Originally published October 8th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Khalid’s expertise combines experimentation and conversion rate optimization with testing, heatmaps, session replays and online polling. He’s helped hundreds of well-established brands and fast-growing startups increase online sales through AB testing. When he makes a recommendation, you know it’s been thoroughly vetted. He’s been featured in conferences around the world and on BBC, CNN, MSNBC and France 24. Settle in for some seriously good advice on business strategy. Khalid Saleh Co-founder & CEO @ Invesp | Co-founder @ FigPii Watch to learn:
How to compete for customer interest with a novel B2B process
How to create a specific customer experience and buying tribe
How to add a human touch to marketing and sales strategy
Learn more at trueinfluence.com Originally published October 7th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Lisa keeps a close eye on artificial Intelligence at the intersection of business, academia and government oversight. Her fact-based approach to problem solving helps organizations pivot to new business models, fix what’s broken, and create quick, sustainable growth-to-scale. Learn how to create and implement business strategies for a virtual world that focus on technology and data. With Guest Lisa Palmer: Chief Technical Advisor AMER @ Splunk Inc. | MBA Professor @ Southern Nazarene University Watch to learn:
How to ease these B2B-related pain points in the virtual space
How visual tools prepare your internal team for the future
How conversational AI shortens the timeline in virtual selling
Learn more at trueinfluence.com Originally published October 6th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Greg helps companies increase the watchability of their digital assets for self-service engagement. Self-service engagement means going from a traditional push model to a modern “consume” model through watchable assets. What a great way to deliver content! B2B buyers already consume content independently 24/7, and Greg explains how to analyze viewer interest and intent to better align with their journeys. With Guest Greg Dickinson: Chief Executive Officer | Omedym | Author “The Convenience Economy” Watch to learn:
Digital roadblocks that cause you to lose customers to competitors
How self-service content helps you reach the buying team digitally
How to build self-service engagement with existing website content
Learn more at trueinfluence.com Originally published October 1st, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
The winner of too many awards to list here, Rick has coached 500+ companies and thousands of B2B salespeople. The “Smarketing Guy” shares his views on rethinking how to market and sell in a virtual climate. (Smarketing integrates sales and marketing processes to drive favorable business outcomes.) But don’t forget about integrating people into that equation. Here’s what B2B companies need to know to pivot from traditional hiring models. With Guest Rick Lambert: Founder / CEO - selltoWIN.com & IN2communications.com Watch to learn:
The right questions for interviewing candidates today
What new hires should do in the first quarter of the job
Tips for communicating virtually with new hires
Learn more at trueinfluence.com Originally published September 25th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Ari brings a sharp focus on growth marketing and go-to-market strategies to his roles. He applies “people-based marketing” to drive growth in technical sectors like networking and automation. His goal is to empower Sales, Partner and Customer teams to drive more pipeline. Without question, you’ll learn a lot in this videocast interview. With Guest Aristomenis Capogeannis: Director, Marketing | Network Solutions at NVIDIA Watch this episode to learn:
How intent data helps marketers manage multiple funnels
How a B2B data-driven program opens up new efficiency and increases ROI
How people-based marketing offers more relevance to targeted customers
Learn more at trueinfluence.com Originally published September 29th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
As an international businessman, Roger brings a unique and proven perspective on what it takes to connect with customers. His knowledge of Asian markets and of business in general is freely shared. His insights on how to integrate cultural concerns with business requirements have helped many organizations, including yours, if you watch this podcast today. With Guest Roger McDonald: Managing Director & Owner | Revitalization Listen to this episode to learn:
Why revenue growth is not a goal, but a byproduct of successful strategy
What key conversation point to address in order understand your customers needs
Why our internal departments can not function as silos, including marketing, sales and operations
Learn more at trueinfluence.com Originally published September 22nd, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
CEOs and channel leaders turn to Marcus Cauchi for the framework, strategy and tools to develop and sustain productive, mutually beneficial partnerships. With his help, disruptive technology founders build profitable global sales operations fast, without the wheels coming off. Catch this episode for immediate techniques to dramatically improve the quality of your prospecting. With Guest Marcus Cauchi: HyperGrowth Expert and Fractional CRO Listen to this episode to learn:
How to change your customer relationships as a B2B seller to benefit the buyer’s process
Why more is not better; better is better in communication touch points with customers
Why B2B sellers will only perform to the level they see themselves at conceptually
Learn more at trueinfluence.com Originally published September 16th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
With so many of us working, marketing and selling virtually, the world has become screen-sized. Digital business is on the rise, and for global marketers, this puts renewed emphasis on the challenges of reaching a wider set of buyers. Sit back and learn from an expert with deep experience in communicating with global audiences. With Guest Wendy Pease: Translation Expert | President of Rapport International Watch this episode to learn:
How to reach wider audiences by using native languages and the value of emotional connection
How to expand your business through global marketing and communication and where to start
What to consider in an SEO strategy for global marketing
Learn more at trueinfluence.com Originally published September 15th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Peter leads the charge for global sales and customer success at True Influence. His expertise in managing global and virtual sales teams, his talent for data-driven technology sales, and his close customer relationships is a formula for hitting aggressive growth targets and record profits. Improve your sales and marketing alignment with the advice in this episode. With Guest Peter Larkin: Chief Revenue Officer | True Influence Listen to this episode to learn:
What challenges and goals have remained consistent during the pandemic
What’s the driving force behind the True Influence virtual sales organization
What a marketing cloud can accomplish from a sales perspective
Learn more at trueinfluence.com Originally published September 10th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Innovation without planning doesn’t get you very far. That’s the motivation behind the serious planning at True Influence. CFO Michael VanPatten conceptualizes productivity innovation and oversees its implementation. His strength in catching trends well before they become standards adds weight to his strategic guidance. The “CFO of the Year” Finalist is known for taking on the tough projects. Highly credentialed himself, he’s taught MBA classes in finance, marketing and management and authored several articles. See what you’ll learn in this episode. With Guest Michael VanPatten: Chief Financial Officer | True Influence Watch this interview to learn:
How True Influence prepares for a fiscal year and what you might want to consider
How we evaluated our plan when the pandemic hit in March (and continue to do so)
What business structures helped us react quickly and how to be more agile as an organization
Learn more at trueinfluence.com Originally published September 9th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
For authentic sales strategies and modern selling skills, no one is more on point than coach, consultant and trainer, Liz Wendling. Find out why NOW is the time to reset lead conversion and update your virtual and face-to-face sales approaches. Liz shares insights and advice to help you create a predictable flow of amazing clients and income. With Guest Liz Wendling: Sales and Business Development Consultant | Author Watch to learn:
Why there’s not just one method for selling as yourself in the B2B space
How your language may hinder communication and why you might not gain customer interest
Why creating an equal relationship between customer and seller changes your outcome
Learn more at trueinfluence.com Originally published September 8th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Eli speaks to marketers across the globe, and his columns appear in Search Engine Land, Marketing Land and Search Engine Journal. Outlets from the Huffington Post to the Y Combinator blog feature his work. Clients like Shutterstock, Quora and Zendesk benefit from his global SEO strategies to grow organic visibility at scale. Got your attention yet? Yes, this podcast will be that good. With Guest Eli Schwartz: SEO Strategy & Growth Consultant and Advisor | Keynote Speaker Watch to learn:
How SEO spend has changed and how to strategize for it internally
Why investing in an SEO product manager helps clarify your brand and messaging
How to decide if investing in SEO is the right fit for your company
Learn more at trueinfluence.com Originally published September 3rd, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Brian is a true visionary when it comes to virtual work and to marketing and sales. It’s no surprise he received the 2019 B2B Innovator People’s Choice Award. His vision and methods also laid the foundation for the category “Intent Monitoring” at a time when the concept was still new to demand generation leaders. With Guest Brian Giese: Co-Founder & Chief Executive Officer | True Influence Watch to learn:
One CEO’s unique, long view of building a successful virtual company
What kinds of employees should you hire for your virtual company?
Balancing personal and professional life when your workspace is home
Learn more at trueinfluence.com Originally published September 2nd, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
If you’re feeling out of your marketing comfort zone these days, you’re not alone. If you still have tough revenue goals in a challenging market, Mike Couch understands. Mike works with some of the largest revenue-generating companies on the planet, using technical and marketing automation expertise to solve problems and hit goals. Join to get advice from this martech pro. With Guest Mike Couch: Managing Partner and CEO | Couch & Associates Watch to learn:
Why companies consider building solutions instead of using what’s available
What holds companies back from building their own solutions
What clues indicate sales and marketing resources and solutions might be nearing digital decay
Learn more at trueinfluence.com Originally published September 1st, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
This pretty much sums up Joel: “I help B2B companies convert more visitors into leads and sales with copy that makes apathy impossible.” Apathy will be impossible for you, too, after watching this engaging exchange about case studies. He brings hard-hitting common sense advice that B2B marketers must hear. With Guest: Joel Klettke Founder and Partner | Case Study Buddy Watch to learn:
Why you need as many case studies as there are pain point objections and funnel outcomes
The one question to ask after a product purchase and onboarding to best connect with the customer
How a Before, During and After set of questions leads to a stronger story
Learn more at trueinfluence.com Originally published August 28th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
From the trenches of education, Tyler pivoted mid-life and landed right where he wanted to be: leading an Agile team of customer experience pros. Watch to learn how to make your messaging consistent throughout your entire organization and refine your focus around the buyer’s journey. With Guest: Tyler Sellhorn Director of Customer Experience | Hubstaff Watch to learn:
Why marketing and sales alignment leads to well-educated buyers and fewer steps on their journeys
Why orienting time and resources toward end-of-the-funnel can increase revenue
Why sales directors should cultivate an educational, helping mindset with customers
Learn more at trueinfluence.com Originally published August 27th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
With his deep background in data and how to use it, Pat is a true “datarista”. His experience includes roles at SalesForce, Jigsaw, Accudata and of course, Datarista, a PaaS for the $18 billion sales and marketing data industry. Watch to learn from an extremely knowledgeable marketer and an expert in database, analytics and modelling. With Guest Pat Sabatino: Founder & CEO | Datarista Watch to learn:
How data development creates new use cases in different systems
How integrating data into business processes drives revenue through “econometric” personas
Why B2B marketers have shifted from single campaigns to automated drip campaigns and how that affects data
Learn more at trueinfluence.com Originally published August 25th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
If you want proof Evan Knox and his team know how to get a brand on target, stand out with an attractive experience and drive consistent action, just visit the Caffeine Marketing website. All the best practices are there, including some you probably didn’t think of. This is the kind of fresh, but practical thinking you’ll hear in this episode. With Guest Evan Knox: Founder of Caffeine Marketing | StoryBrand Guide Watch and learn how to:
Look past the “curse of knowledge”
Go from “cute and clever” branding into actionable understanding
Redeploy employees and teams now if your business has changed
Learn more at trueinfluence.com Originally published August 20th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
The timing of this conversation couldn’t be better, because data couldn’t be bigger. Who wouldn’t want to hear what’s on Phil’s mind these days, when it comes to using data in B2B? In our constant battle to drive revenue and profitability, his advice comes from the experience of co-founding, building and selling two digital media startups, as well as scaling revenue in larger organizations. Dive in. With Guest Phil Branon: Data Services & Digital Media Executive, Entrepreneur & Advisor | Branon Advisory Services Watch this episode to learn:
How data scientists and curators bring different data sets together
Which types of data services provide the most B2B value
What B2B marketers and sellers miss when using data
Learn more at trueinfluence.com Originally published August 18th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
B2B software companies in growth phases need specialized demand gen, and Nemanja and his team understand that world. They help young brands generate revenue and scale inbound and content strategies. Success gets measured by inbound qualified pipeline and inbound closed-won revenue. It’s a simple philosophy that keeps clients happy. With Guest: Nemanja Zivkovic CEO | Funky Marketing Watch to learn:
Difference between educating leads vs those interested in buying
How subpar content leads to longer sales cycles
How to bring customers into your marketing process for actionable results
Learn more at trueinfluence.com Originally published August 18th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Chris brings a potent combination of chops in Revenue Operations, Growth Marketing and Buyer Enablement. He’s said to provide more free content per day than just about anyone on LinkedIn. Even better, his experience comes from actually trying and doing, not theory. Get ideas on smashing industry norms and how to do things faster, easier and for less money. With Guest Chris Walker: CEO @ Refine Labs | B2B Revenue Operations & Growth Marketing Watch to learn:
Why targeting manager-level individuals helps your marketing succeed
Why companies don't have a sales problem, but a marketing problem in a sales environment
Where buyers are interested in learning about your solutions
Learn more at trueinfluence.com Originally published August 13th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
James is a gifted visionary, who sees trends where others see noise. His team coined the term “Content-Based Networking” in 2018, and he hungers to help others hit their goals through content. James values the importance of relationship building, and connects with countless marketers on a regular basis to share his knowledge, like in this videocast! With Guest James Carbary: Founder, Sweet Fish Media | Author “Content-Based Networking” | Executive Producer/Co-Host of B2B Growth (Top 100 Marketing Podcast) Watch this episode to learn:
Value of an evangelist program for your employees on LinkedIn
Why content-based networking is one the rise
How to maximize the potential of your existing content
Learn more at trueinfluence.com Originally published August 3rd, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
What’s creating problems for your B2B demand gen today? B2B marketers and business owners face a hoard of challenges, and who doesn’t appreciate another set of experienced eyes on a problem? Christian is a go-to resource who helps B2B brands of all sizes find and use their competitive uniqueness. Get his tips in this videocast. With Guest Christian Klepp: Co - Founder, Einblick Consulting | Director of Client Engagement | Podcast Host, B2B Marketers on a Mission Watch this episode to learn:
The value a brand strategist brings during a market shift
How preparing for things to go wrong protects your strategy when things go right
Why storytelling in B2B hits harder than outright selling
Learn more at trueinfluence.com Originally published August 3rd, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
As part of a respected digital marketing agency, Marcio has upped the digital game of multiple Fortune 500 companies. As a marketing pro with an engineering background and an MBA from UCSD, he brings a decidedly different mindset to brand management. His mission: lasting contributions to the profit of companies. Hear what ideas this certified strategist has for you. With Guest Marcio Barros: Director of Digital Media | Rabinovici and Associates Listen to this episode to learn:
Why companies who don’t back off and stay in market see “cold” markets growing
What kinds of campaigns work as companies go “back to business”
The importance of “test and learn” culture for successful campaigns
Learn more at trueinfluence.com Originally published July 24th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
What is “quiet selling”? What does “intuitive business” look like? As a mentor and coach, Christine has introduced these concepts to hundreds of startups and entrepreneurs. She knows the secrets of scaling sales teams and improving process efficiency. In other words, you’ll come away from this podcast with fresh ideas that might be just what your organization needs right now. With Guest Christine Volden: Sales & Marketing Consultant | Founder of Soulful Selling Listen to this episode and learn:
What you must do differently if customers aren’t buying right now
How to approach long-term sales cycles vs. short term in this changed market
Why virtual motivation for Sales teams is needed and possible
Learn more at trueinfluence.com Originally published July 27th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Deborah helps CEOs grow businesses from the marketing side. Unlike most consulting firms, her CMOs (Chief Marketing Outsiders) embed within the CEO suite to define the vision and turn it into growth. Hear why she’s a believer in keeping strategies actionable and using analytics to jump on areas of slow growth. With Guest Deborah Fell: Area Managing Partner and Outsourced CMO | Chief Outsiders Listen to learn:
Why reassessing your value proposition leads to truly informed actions
How to pay urgent attention to real-time campaigns -- your competition isn’t sitting still!
What questions should B2B marketers ask of leadership in a downturn
Learn more at trueinfluence.com Originally published July 20th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Chris brings a potent combination of chops in Revenue Operations, Growth Marketing and Buyer Enablement. He’s said to provide more free content per day than just about anyone on LinkedIn. Even better, his experience comes from actually trying and doing, not theory. Get ideas on smashing industry norms and how to do things faster, easier and for less money. With Guest Chris Walker: CEO @ Refine Labs | B2B Revenue Operations & Growth Marketing Listen to this episode to learn:
Why marketing “staples” aren’t satisfying and when to take risks on fresh ideas
How to focus on your whole system towards content marketing and thought leadership
Why revenue matters over leads when deciding internal budget and resources
Learn more at trueinfluence.com Originally published July 20th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Alex’s career has focused on growth, marketing, brand transformation and change management for top financial organizations and other businesses that support them. In each role, his top concern has been knowing the importance of the consumer's physical and digital journey and experience. He’s helped companies meet their goals by unleashing data-driven technology solutions. Listen to this episode for ideas on how you can do the same. With Guest Alexander Brockman: VP of Sales & Marketing at CSG Solutions Listen to this episode to learn:
How blending data into your strategies takes you from “boiling the ocean” to targeted introductions and conversations
Why empathy can be tricky and what tactics to use for truly understanding your customers
What’s your “blue ocean” - your offering and your persona in a changed market
Learn more at trueinfluence.com Originally published July 20th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
As a prominent industry analyst and thought leader, Laz brings unparalleled expertise, including eight years as an analyst covering the B2B channel marketplace. His teams have published extensively on channel management, partner recruitment, enablement and lead generation. His goal is transformative frameworks for clients to drive adoption of better channel management practices. Listen to this episode for ideas for your channel programs. With Guest Laz Gonzales: Chief Strategy Officer at Zift Solutions Listen to this episode to learn:
Why data and the correct tools are essential for marketing
Why reassurance for the buyer is key to pipeline acceleration
How to become a conduit of information in your industry
Learn more at trueinfluence.com Originally published July 20th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
In this episode, Tien Wong shares the positives of virtual networking meetings and pitches, as B2B marketers are forced to focus interactions online. Listen to learn how your business can press into the new opportunity of automation technology. With Guest Tien Wong: CEO at Opus8 | Founder and Host of The Big Idea, CONNECTpreneur Forum Listen to this episode to learn:
The power of virtual networking events and pitching for worldwide opportunities
Key points of being a successful networker
Why it’s impossible to hack the concept of “trust” in our B2B industry
Learn more at trueinfluence.com Originally published July 8th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Vilavanh Sanginthirath’s career spans major organizations to startups, so her advice on growing a business comes from broad experience. She serves as advisor and mentor for startups, and her company created a platform for entrepreneurs to build pitches and compete for investments. Listen to hear advice about pivoting B2B marketing during the pandemic, and what are the positives that can come of that. With Guest Vilavanh Sanginthirath: Founder of Innovations City | Non-profit Board Member | Innovative Strategist Listen to this episode to learn:
How data saves B2B marketers time and resources
How she uses intent data and monitoring to guide strategies
How to target “diamonds in the rough”
Learn more at trueinfluence.com Originally published June 30th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
With his impressive track record in media and marketing leadership, Tony has a distinct view of digital transformation’s impact on Sales and Marketing. He believes that digital transformation has lagged in Sales, and even with tools like LinkedIn, B2B sellers struggle with being authentic and prepared to engage. Listen for sound advice on what you need to do to catch up. With Guest Tony Uphoff: Thomas President and CEO| College and Board Member | White House Guest Speaker | Frequent News Media Guest Listen to this episode to learn:
What's the biggest hurdle in B2B social engagement today
Why friction is both the opportunity and the problem
How to create a no-friction zone for Sales communication
Learn more at trueinfluence.com Originally published June 30th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Masha brings to the table 15 years of marketing experience and highlights benefits of efficient testing tools and strategy. She says there’s value not only in seeing what’s working, but also knowing where your pain points are. Some of those tools include intent data, and Masha highlights the power it has to help you find your hidden ROI. With Guest Masha Finkelstein: Marketing Technology Innovation and Best Practices at Intuit Listen to this episode to learn:
How to overcome one of the biggest pain points of tracking marketing touches
How intent data use is a team effort - marketing and sales combined
Why investing in efficient testing tools and testing strategy pays off
Learn more at trueinfluence.com Originally published July 28th, 2020. Learn more about your ad choices. Visit megaphone.fm/adchoices
If you struggle with declining website traffic, too few inbound leads, costly ads or content that don't engage, maybe what your brand lacks is empathy. Now more than ever, marketers must use authenticity in communications, and Michael advises that empathy defeats “mean” and leads to more revenue. Listen as he explains how to understand your brand purpose and live that mission in practical ways. With Guest Michael Brenner: Founder, CEO & CMO of Marketing Insider Group | Former SAP Marketing VP | Best-selling Author Listen to this episode to learn:
Why it’s time to “kill the campaign.”
How to choose brand purpose over brand promotion
Why it’s a great moment for educational content
Learn more at trueinfluence.com Originally published on July 27th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Meagen is known for quickly optimizing business practices and improving poor performance areas, while developing new strategic imperatives. As a forward thinker, she leverages big data and technology to deliver future growth and sustainable revenue paths. Listen for advice on how to reinvent and go back to “school” to be a stronger brand. With Guest Meagen Eisenberg: Chief Marketing Officer at TripActions | G2 Crowd Board Member Listen to this episode to learn:
Importance of learning when your marketplace has changed
Why it’s imperative to know your messaging and who you are
How they pivoted to be ready with specialized services for clients
Learn more about your ad choices. Visit megaphone.fm/adchoices
Hushly is only one of the businesses Geoff Rego built from the ground up, so wise B2B marketers pay attention when he talks about things like intent, content and leads. His technology helps marketers increase landing page conversions by 50%. Listen to this episode to learn why this is a good time for B2B marketers to “prime the pump” with content. With Guest Geoff Rego: Co-Founder & CEO | Hushly Listen to this episode to learn:
How to operationalize intent data for good CX
The three ways marketers use intent data
Why all “roads” lead to your website
Learn more at trueinfluence.com Originally published on July 23rd, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Social media has recognized Ted with awards like #13 on Forbes Top 50 Social Media Power Influencers and #2 on Leadtail Top 25 People Most Mentioned by Digital Marketers. He practices what he preaches -- building enthusiastic, energetic and personal connections. The basis of his philosophy is “Return on Relationship” or ROR. In fact, he wrote the book on it. Learn why he says B2B marketing and sales are missing the big ROR social opportunity. With Guest Ted Rubin Photofy CMO | Speaker & Provocateur | Author of “Return on Relationship” Listen to this episode to learn:
What the “connection economy” means to B2B marketers and sales
How B2B social sharing creates “return on relationship”
Why B2B social engagement is actually easier than in B2C
Learn more at trueinfluence.com Originally published on July 22nd, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
David combines the best of journalism with the best of content marketing to give his customers the best in thought leadership content. He has a keen eye for what attracts an audience paired with understanding of what’s needed to convert that traffic into revenue. Listen to hear compelling reasons why B2B marketers, sales and buyers need authentic content. With Guest David Schrieberg: VitalBriefing CEO & Co-Founder | Forbes Columnist | Pulitzer Prize Winning Journalist Listen to this episode to learn:
Why authenticity and transparency are vital to B2B brands
How to drive ROI based on specific goals and audiences
What thought leadership content should really be about
Learn more at trueinfluence.com Originally published on July 21st, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
As a strategic and tactical leader, Tim has a rich background in go-to-market strategies. He’s noted for empowering and engaging globally distributed teams and building trust across both internal and external organizations is a strength. Hear him talk about the role of authenticity in leadership and in marketing. With Guest Tim Schneller: Head of Global Channel Marketing | Honeywell Listen to this episode to learn:
How to use intent data for an authentic response
Why companies must cultivate their emotional Intelligence
The impact COVID has had on engagement metrics
Learn more at trueinfluence.com Originally published on July 17th, 2020. Learn more about your ad choices. Visit megaphone.fm/adchoices
When marketers navigate the complexity of B2B demand generation, Laura Ramos is one of the guides they consult. Her research drills down into organization, technology, processes and customer experience. She shows CMOs how to connect the value of digital with buyer behavior, markets and channels. Hear her thoughts on leading people back to business through a field of distractions. With Guest Laura Ramos: Vice President, Principal Analyst | Forrester Research This is part of our "Back to Business" Series hosted by True Influence's CEO Brian Giese Listen to this episode to learn:
Why the Digital Age is really the Age of the Customer
What key principles have lead-focused marketers missed
How buyer behavior is driving the rise of the buying group
Learn more at trueinfluence.com Originally published on July 16th, 2020. Learn more about your ad choices. Visit megaphone.fm/adchoices
Sheryl’s credentials include being named one of the “30 Most Influential Women in Martech” and a PRTech Award. Known as the "CMO Whisperer," she’s the voice of experience, having touched every aspect of corporate marketing in many industries. Listen and learn how to plan and accelerate your strategy as the economy reopens. With Guest Sheryl Pattek: VP, CMO Executive Partner and Program Leader | Forrester This is part of our "Back to Business" Series hosted by True Influence's CMO, Kay Kienast. Listen to this episode to learn:
What two areas will challenge CMOs as we come out of COVID
How data drives GTM efficiency and customer intelligence post-COVID
The dramatic shift she recommends to CMOs around staffing
Learn more at trueinfluence.com Originally published on July 15th, 2020. Learn more about your ad choices. Visit megaphone.fm/adchoices
When Stealth was founded 25 years ago, who would have guessed the company’s services would be essential during a global pandemic. Stealth is one of NYC's preeminent Internet gateways, and they had to react quickly to customers’ changing connectivity needs in the middle of their own business challenges. Here’s how they got in the game. With Guest Shrihari Pandit: Founder, President and CEO, Stealth Communications This is part of our "Back to Business" Series hosted by True Influence's CEO, Brian Giese. Listen to this episode to learn:
How to analyze viewpoints of buying group members in telco
How to spot metrics and intent activities that signal a business need
Why B2B marketing comes down to your product’s value to a business
Learn more at trueinfluence.com Originally published on July 14th, 2020. Learn more about your ad choices. Visit megaphone.fm/adchoices
Melinda helps companies figure out what’s next in data, digital marketing, SEO and more. She says marketers shouldn’t just jump in and do what everyone else is doing. Think about how you’re going to be different and what value you’ll add to the conversation. What she learned for herself she shares with you in this episode. With Guest Melinda Byerley: Founding Partner - Timeshare CMO | Host - Stayin’ Alive Podcast | Guest writer - VentureBeat Listen to this episode to learn:
Three things marketers leaders must do, besides excellent work
How she came by her respect for stories as a marketing tool
How to be different in a crowded space
Learn more at trueinfluence.com Originally published on July 13th, 2020. Learn more about your ad choices. Visit megaphone.fm/adchoices
When Tauseef says Marketers and Sales must be “Digital first,” he doesn’t mean email and social media. It’s about creating engaging digital experiences to drive buyer journeys. His company has helped clients pivot with this crisis, modify demand generation and stay focused on the “Why’s.” With Guest Tauseef Muhammad: Head Of Mindtree Global Marketing & Demand Generation | Award-winning professional | Tech | ABM | Digital | Brand Listen to this episode to learn:
How to focus on the “why’s” and maximize growth today
Why Sales and Marketing must be “digital first” for engagement
How to reduce costs, improve throughput with hyper-automation
Learn more at trueinfluence.com/ Originally published on July 10th, 2020. Learn more about your ad choices. Visit megaphone.fm/adchoices
“Demandgen Dave” represents a new breed of strategic and technical marketing automation consultants. A digital marketing pioneer, he remains at the forefront of modern demand generation. Now he advises marketers to hit the throttle and get back in the market. Learn what methods and technologies he recommends for driving growth. With Guest David Lewis: Founder, CEO DemandGen Int’l | Author of “Manufacturing Demand” | Host of DemandGen Radio and DemandGen TV Listen to this episode to learn:
Why everyone is your competition in a noisy world
Why marketers must always be prepared to defend their budgets
Why analytics and data remain B2B marketing essentials
Learn more at trueinfluence.com/ Originally published on July 9th, 2020. Learn more about your ad choices. Visit megaphone.fm/adchoices
Jim is a true B2B expert, from his background as senior media executive, to years of leadership at Ziff Davis B2B Global. Now founder of a strategic advisory practice, he joins True Influence CEO Brian Giese to talk about leadership during crisis. With Guest Jim Riesenbach: Strategic Advisor to Digital Media and Technology Companies | Global CEO & Operating Exec | Board Director This is part of our "Back to Business" Series hosted by True Influence's CEO, Brian Giese. Listen to this episode to learn:
The different dimensions leaders must consider during a crisis
Why leaders must be more communicative than ever before
Why it’s important to have confidence in your company story
Learn more at trueinfluence.com/ Originally published on July 8th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
B2B marketing metrics are flawed and can send you running in the wrong direction. Engman says it’s shortsighted to attribute an entire customer journey to that last sign up. Listen as he recommends a more accurate approach. That’s especially serious now, as CMOs pause, shift and cut demand generation budgets. With Guest Christopher Engman: CRO/CMO Proof Analytics / Leader in AMMM / Author of “Megadeals” Listen to this episode to learn:
How click-based attributions may lead to higher acquisition costs
Why last-touch attribution is completely flawed
How to remove the fear of making budget cuts during uncertainty
Learn more at trueinfluence.com/ Originally published on July 7th, 2020. Learn more about your ad choices. Visit megaphone.fm/adchoices
Welcome to the new world of virtual selling! You’ll find no better guide than Trish Bertuzzi. She’s helped 400+ B2B tech companies drive bigger deals in bigger companies. Listen to her helpful advice for all phases of the “virtual” sales cycle from lead generation through win/loss analysis. With Guest Trish Bertuzzi: CEO at The Bridge Group | Author of "The Sales Development Playbook" | 2x LinkedIn Top Sales Voice Listen to this episode to learn:
Why the keyword for 2020 will be “pivot”
Why you must think about your people first when going virtual
How to use data to study COVID-impacted markets
Learn more at trueinfluence.com/ Originally published on July 6th, 2020. Learn more about your ad choices. Visit megaphone.fm/adchoices
Where are your customers now? It’s time to figure it out and make your plan, says Sonya Pelia. Hear what she’s got to say about B2B demand generation in an unsettled market and why you need to jolt your strategy. With Guest Sonya Pelia: B2B SaaS CMO / Startup Mentor: The Alley Tech for Good Digital Accelerator / Game Changer Award 2019 Listen to this episode to learn:
How to stay the course, figure out strategy, and pivot
What to do in demand gen when you’ve lost momentum
How to test and refresh tired nurture campaigns
Learn more at trueinfluence.com Originally published on July 3rd, 2020. Learn more about your ad choices. Visit megaphone.fm/adchoices
The pandemic expedited the shift to do marketing and sales the way we’ve long talked about, and Tyler calls it a catalyst to make us the best digital marketers and sellers we can be. Now digital can’t just be “part” of your strategy; it has to be front and center. Something as basic as “let’s book a meeting” has a new meaning and new options - and buyers like it. Here’s how to adapt. With Guest Tyler Lessard: Vidyard’s VP of Marketing Host of Creating Connections, Chalk Talker, Fearless 50 Marketer Listen to this episode to learn:
What messages and information lead to creating a ready buyer
How to create self-serve buying experiences in a digital world
What Tyler sees as one of most exciting trends in events right now
Learn more at trueinfluence.com Originally published on July 2nd, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Some call him “the media executive’s media executive,” and Tony Uphoff doesn’t disappoint. Listen as he joins True Influence CEO Brian Giese for a company town hall to talk about supply chain trends, What lies ahead for events and the digital acceleration of sales and marketing. Award-winning media and marketing executive. This is part of our "Back to Business" Series hosted by True Influence's CEO, Brian Giese. With Guest Tony Uphoff: President and CEO at Thomas | College and Media Board Member | Tech Mentor | White House Guest Speaker Listen to this episode to learn:
How COVID has accelerated trends across industries
Why companies shouldn’t rush to create virtual events, but innovate instead
How disruption took the supply chain from largely unnoticed to mainstream
Learn more at trueinfluence.com Originally published on July 1st, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Maria specializes in making brands irresistible, and as a strategist, she focuses on how brand amplification leads to sales. In this episode, she reminds marketers that they’re selling to human beings who make decisions emotionally and justify them logically, even in the B2B space. With Guest Maria Ross: Founder, Red Slice Marketing and Branding; author of several best-selling books; featured on MSNBC, ABC News, NPR, Forbes.com and more. Listen to this episode to learn:
Why brand stories need balance between emotion and logic
How a compelling story differentiates you in crowded B2B markets
How to win B2B customers for life
Learn more at https://trueinfluence.com/ Originally published on June 30th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
Hear astute observations from this business sage about how leaders can cope with an uncertain marketplace. One recommendation: use this time to study your organization for gaps or friction and take steps to correct it. Prioritize what’s most important, so you come out of this stronger. This is part of our "Back to Business" Series hosted by True Influence's CEO, Brian Giese With Guest K. Paul Singh Founder & CEO at Rezon8 Capital & Advisory Group LLC Listen to this episode to learn:
Why to focus on developing solid products in a down market
Why liquidity is so important today
Why to plan for “worst case” not “best case”
Learn more at trueinfluence.com Originally published on June 29th, 2020 Learn more about your ad choices. Visit megaphone.fm/adchoices
After the first conversation with a prospect, what comes next? How do you keep a dialog going through content? Strong thought leadership with real ideas and innovation. That’s how to strike up conversations with your ideal customer profile, and Tristan is an expert at it. He also shares what led them to adopt a virtual workplace before the pandemic and how that prepared them for today’s WFH world.
With Guest Tristan Pelligrino: Co-founder of Motion. Owner of Top Left Strategy. Host of Tech Qualified Podcast
Listen to this episode to learn:
What strong leadership looks like today and why leaders should lean on each other.
How a virtual model broadens the talent pool and opens doors to talent and clients.
How to create genuine conversations with new contacts.
Learn more at https://trueinfluence.com/ Learn more about your ad choices. Visit megaphone.fm/adchoices
Did you know 90% of the world’s data was created in just the last two years? That’s one of the trends Michele talks about in this podcast. Hear her advice for making sense of all the data that’s available about channels, campaigns and engagement. Now’s the time to get personal with customers, says Michele Fitzpatrick, but instead of making it easier, data overload makes personalization overwhelming. With Guest Michele Fitzpatrick: Retail and Consumer Industry Strategy Consultant at Acxiom; passionate about CX Strategy, Journey Mapping and Customer Engagement.
Listen to this episode to learn:
How brand messaging has shifted during and beyond COVID.
Short refresher on the types of data available for businesses.
Why you have to double down on contextual relevance.
Learn more at https://trueinfluence.com/ Learn more about your ad choices. Visit megaphone.fm/adchoices