B2B Growth

B2B Growth Podcast

B2B Growth is a podcast dedicated to helping B2B marketing leaders achieve explosive growth. Each episode features an interview with a B2B marketing executive or thought leader, discussing topics like: B2B marketing strategy, account-based marketing (ABM), content marketing, marketing technology (MarTech), B2B strategic partnerships, aligning marketing with sales, social media, content creation and promotion, leadership, buyer personas, agile marketing, and more.

897: How B2B Brands Can Benefit from Original Content w/ Meredith Wood
In this episode we talk to Meredith Wood, VP of Content at Fundera. Meredith shares how building a content engine at Fundera become a completely inbound company and the importance of committing to create original content. How Fundera chose to launch their flagship content strategy "The Ledger" The business benefits of hosting and creating original content What does it take for an organization to commit to being a content creator How you can create buy-in for content strategies in your company Tren...

896: Tips for 1st (and 2nd) Time Marketing Automation Buyers w/ Henrik Becker
In this episode we talk to Henrik Becker, Marketing Director at Net-Results. Henrik shares the common issues in the marketing automation buying process and shares his tips on how to go into sales conversations better equipped for success: Marketing Automation Software - Massive Amounts of Organizational Change Common problems buyers face: large time investments, clunky learning process, integration issues and lack of customer support Tips to Be Better Equipped: talk to existing customers, press vendor...

895: How to Get Traffic on Facebook Without Spending a Dime on Ads w/ Travis Chappell
In this episode we talk to Travis Chappell, Founder and Host of Build Your Network. Travis shares how to generate free traffic from your Facebook profile to your website or landing pages: How to use Facebook's free features and audience numbers to your advantage How to Optimize your Facebook Profile/Page How to Utilize Groups to Generate Traffic The Importance of Adding Value with Your Posts in Facebook Groups Connect with Travis on Instagram: https://www.instagram.com/travischappell/...


894: Balancing Tactics with The Human Elements of Business w/ Sam Tarell
In this episode we talk to Sam Tarell, CEO at Hoop Brothers. Sam shares about the importance of focusing on the human elements in your business: The importance of focusing on the humans inside of our business processes How to Focus on Humans in order to Change Company Culture How Leadership vs Management creates more Opportunity Balancing Empathy with Authority in Business Leadership Using Empathy to Create Valuable Long-term Relationships Connect with Sam on Twitter: https://twitter.com/SamTare...

893: 4 Keys to Crafting a Killer Customer Experience w/ David Shearer
In this episode we talk to David Shearer, VP Marketing at Looker. David shares 4 steps to developing a fantastic customer experience, including: Don't abandon early adopters Consider establishing a Department of Customer Love Don't ignore internal company culture Recognize consumer expectations of B2B buyers Connect with David on Twitter: https://twitter.com/mrshearer...


891: This Video Campaign Drove 5000% Better Results w/ Leo Giel
In this episode we talk to Leo Giel, Chief Revenue Officer at YouAppi. Leo shares specific things to keep in mind when developing creative assets for video campaigns including: Duration Segmentation Hiring the right team Getting very particular about the details Lead with value in the message Refreshing your creative assets regularly Click here to connect with this guest on LinkedIn....

890: How to Implement a Sales Playbook that Reps Actually Follow w/ Michael Yaroshefsky
In this episode we talk to Michael Yaroshefsky, Founder & CEO at RocketVisor. His friends simply call him Yarrow. Michael (AKA Yarrow) shares: The importance of having a strategy that is consistently executed What are team's doing today to create repeatable sales processes? The common gap between sales strategy & sales technology The difference between what he describes as Level 1, 2 & 3 Sales organizations. Click here to connect with this guest on LinkedIn....

889: This Change Drove 81% Faster First Call Resolution for Customer Success w/ Jonathan Bolton
In this episode we talk to Jonathan Bolton, Senior Vice President of Operations at BombBomb. JB shares: This sucks: humans are not face to face, which is not a good customer or employee experience. We are lonely. Humans are lonely because we are relational creatures. Video can help: You get face, voice, personality & non-verbal queues. How BombBomb is seeing results for video in CS: time to resolution, better one-touch resolution Some of the best personal video examples Click here to connect with ...


888: 4 Things to Remember When Naming Your B2B Brand w/ Doug Kessler
In this episode we talk to Doug Kessler, Creative Director & Co-Founder of Velocity Partners. Doug shares: 1) Why you have to remember that a name isn't everything 2) What should possibly be on your list as non-negotiable for a good B2B company name? For instance... easily pronounced when read easily spelled when heard must not imply the wrong thing domain name available avoid existing vendor names 3) How do you remove subjectivity from the process 4) How do you actually start generating names? Resource t...

887: Why Being a Connector Matters in Sales & Marketing w/ Michelle Tillis Lederman
In this episode we talk to Michelle Tillis Lederman, CEO & Founder of Executive Essentials. She is Forbes Top 25 Networking Experts, author of 4 books, has been featured (CBS, MSNBC, Wall Street Journal, NPR & New York Times) & the author of The Connector’s Advantage: 7 Mindsets to Grow Your Influence and Impact. Michelle shares: Why did you want to write this book? Why be a connector? The 7 levels of connectors & how to determine what type you are. The 7 mindsets of successful connectors The Connector's Ad...


886: 4 Specifics Ways to Grow Your Network (According to Research) w/ Anne Gherini
In this episode we talk to Anne Gherini, VP of Marketing & Partnerships at Affinity. Check out the whitepaper that Anne mentions here: https://www.affinity.co/whitepaper-grow-your-network Anne shares: What is an open network? The importance of an open network Why open networks drive sales success Why super-connectors succeed They recognize that relationships are asymmetrical They have a holistic understanding of their team's network They understand the long game They exhibit high levels of emotional intell...

How We Developed Our Core Values
In this episode, James shares how the leadership team at Sweet Fish recently overhauled their core values. To check out the book that James references in this episode (The Advantage by Patrick Lencioni), click here: https://www.amazon.com/Advantage-Organizational-Health-Everything-Business/dp/0470941529/ref=sr_1_1?keywords=the+advantage+patrick+lencioni&qid=1549574667&sr=8-1...


#BonusEpisode: Why You Should Measure ABM Differently (And How to Do It)
In this episode we talk to Sangram Vajre, Chief Evangelist and Co-Founder at Terminus. Also known as "The Accidental Evangelist," Sangram is also the host of the daily #FlipMyFunnel podcast. Sangram shares how one customer is running 500 1:1 ABM campaigns & their plans for ABM 2.0. He share tactical ways teams can approach measuring the effectiveness of their ABM efforts: 1) Sales & Marketing both have to be involved in account selection 2) A formula for creating leveled tiers of accounts, including opportu...

884: Is Marketing Defined by Sales? w/ Sangram Vajre
In this episode we talk to Sangram Vajre, Chief Evangelist and Co-Founder at Terminus. Also know as "The Accidental Evangelist," Sangram is also the host of the daily #FlipMyFunnel podcast. Sangram shares his perspective on Marketing as a function being defined by Sales. He shares the impact a Single Scorecard, shared between Sales & Marketing, has had on the #OneTeam mindset within the Terminus culture. Check out Sangram's recent LinkedIn post on this topic (and the feedback from his network there): https:...


882: What's Next in Account-Based Marketing? w/ Jon Miller
In this episode we talk to Jon Miller, CEO & Co-Founder at Engagio. Jon shares: Why ABM is here to stay (and why it's not a fad) What have we learned about ABM in the last 3-5 years What does the future of ABM/B2B marketing look like in the next 3-5 years? How can organizations get up and running with ABM Check out the 2nd edition of the ABM Guide: engagio.com/guide Click here to connect with this guest on LinkedIn....

881: How to Keep Sales from Ignoring Your ABM Target List w/ Lauren Vaccarello
In this episode (part 2 of 2) we talk to Lauren Vaccarello, former VP Marketing & Customer Engagement at Box & Co-Host of the Marketing Trends podcast. Lauren shares lessons in account selection from Box's pilot ABM program, as well as creative ways to work with Field Marketing to get sales reps in front of more decision makers at target accounts. Check out Lauren's slide deck on the ABM effort her team executed at Box & what they learned here: https://app.box.com/s/6g25djw34zk77z3tfx62e8qxdwt19n8r Click he...

880: How to Start Your Very First ABM Program w/ Lauren Vaccarello
In this episode (part 1 of 2) we talk to Lauren Vaccarello, former VP Marketing & Customer Engagement at Box & Co-Host of the Marketing Trends podcast. Lauren breaks down 3 clear & measurable goals they defined at Box when starting their ABM program: 1) Provide Account Intelligence 2) Drive Awareness & Engagement 3) Help Sales Land & Expand Check out Lauren's slide deck on the ABM effort her team executed at Box & what they learned here: https://app.box.com/s/6g25djw34zk77z3tfx62e8qxdwt19n8r Click here to c...


877: How Your Culture Influences Your Brand w/ Scott Gardner
In this episode we talk to Scott Gardner, Founder & CEO of Liquid Agency. Check out Scott's recent blog post here: https://www.thesfegotist.com/editorial/2018/12/11/what-i-learned-this-year-2018-by-scott-gardner-ceo-liquid-agency/ Click here to connect with this guest on LinkedIn....


875: 5 Questions to Ask Yourself to Avoid Experiential Marketing Pitfalls w/ Fergus Rooney
In this episode we talk to Fergus Rooney, Co-Founder of AgencyEA. Fergus shares these questions you should be asking prior to any experiential or event marketing effort for your brand or a client: “Could this be the wrong project for the right client?” "What's the worst that could happen?" “What is the guest's point-of-view?” “Do I need to push back with purpose?” “What’s the right brand balance?” Click here to connect with this guest on LinkedIn....


873: A Repeatable Formula for Sales Hiring w/ Doug Landis
In this episode we talk to Doug Landis, Growth Partner at Emergence Capital. Doug shares a story about hiring the wrong sales candidate, what the hiring company did about it & a systematic framework to sales hiring that can help you add more structure to a crucial aspect of growing your business. He shares the 6 Categories of Characteristics you should be interviewing for & how to think about interviewing for characteristics within each category. Intangibles Coachability Work Ethic EQ Salesmanship Culture ...

872: Scaling Your Startup from $1 MM to $10 MM in ARR w/ Scott Vaughan
In this episode we talk to Scott Vaughan, CMO at Integrate. Check out the resources Scott & Logan discuss in today's episode here: Play Bigger by Christopher Lochhead THE GREATEST SALES DECK I’VE EVER SEEN: IT’S ZUORA’S, AND IT’S BRILLIANT. HERE’S WHY. By Andy Raskin Click here to connect with this guest on LinkedIn....


#CategoryCreation 9: How Hubspot Created Inbound Marketing w/ Kipp Bodnar
In this episode of the #categorycreation series, John Rougeux interviews Kipp Bodnar, CMO of Hubspot. Kipp shares the story of how Hubspot took the idea of "inbound marketing" and helped turn it into the marketing discipline that the company is now so strongly associated with. Kipp also mentioned the brand Bevel as a recent example of category creation....


869: This ABM Campaign Generated a 66% Response Rate w/ Cara Hogan
In this episode we talk to Cara Hogan, Content Strategist at Zaius & host of The Empowered Marketer podcast & host of video Marketing Unboxed. She shares how her team is using #contentbasednetworking to build relationships with their target accounts, driving sales and marketing alignment & reinforces the importance of relationships in modern account-based marketing strategies. Click here to connect with this guest on LinkedIn....

868: Why a Different View of Sales is Driving Misalignment Between Departments w/ Nick Stagge
In this episode we talk to Nick Stagge, VP Marketing at ExpertVoice. Nick sheds light on the key differences in the way Marketing, Sales & Product teams look at sales within your organization: tomorrow, today & yesterday. He shares an acronym he's used to help his team focus on keeping alignment through better communication between functional teams... L - Listen E - (with) Empathy A - Ask probing questions D - Discussion action items E - Experiment R - Re-Evaluate Click here to connect with this guest on Li...



863: 3 Principles for Building a New Market w/ Aisling MacRunnels
In this episode we talk to Aisling MacRunnels, CMO at Synack. Know Who You Are Know Who You Are Not Lean Into Patience Check out the presentation Logan mentioned from Ryan Deiss sharing the benefits of using a character diamond to define your brand at Drift's HYPERGROWTH conference: https://youtu.be/7T1V8lcaFyo Click here to connect with this guest on LinkedIn....

861: 5 Ways to Implement Agile Methodology with Your Marketing Team w/ Moira van den Akker
In this episode we talk to Moira van den Akker, Global Demand Generation Manager at Trimble. What is Agile? Why should marketers care? How can they implement Agile methodology? 1) Daily (or weekly) stand-ups 2) Backlog and task prioritization 3) Visual task board 4) Short-term projects (sprints) 5) Feedback loops (Kaizen) Check out Moira's LinkedIn article on this topic: https://www.linkedin.com/pulse/your-marketing-team-going-agile-2019-moira-van-den-akker/ Click here to connect with this guest on LinkedIn...



855: 3 Secrets to a Successful Rebrand w/ Kristy Krueger
In this episode we talk to Kristy Krueger, VP of Marketing at Revel. Check out the videos Kristy mentions in this episode here: Dads who play Barbie Emerson Kids Click here to connect with this guest on LinkedIn....


3 Specific Ways to Increase Your Team's Productivity
In this episode, Andrew Hurley, Director of Operations at Sweet Fish Media, shares 3 practical ways to get more done & acheive better results in 2019. Andrew shares the following the importance of these tactical tweaks to getting more done: 1) Only work on 2-3 projects at a time 2) Prioritize finishing instead of starting 3) Remove blockers...


852: A Framework for Developing & Re-Purposing User-Generated Content w/ Heather Thompson
In this episode we talk to Heather Thompson, Senior VP of Marketing at Qorus Software. Heather shares a systematic framework for executing on a large piece of user-generated content including the planning phase, providing incentives, how to reach out to your list effectively, orchestrating a follow-up webinar & re-purposing a large piece of content into multiple assets. Register for the upcoming January 2019 webinar that Heather mentioned in this episode here: http://bit.ly/2rdUhL5 Click here to connect wit...

#ContentBasedNetworking 10: The Unique Campaign That Allowed This Company to Engage 200 of Their Target Accounts w/ Colton Leonard
In this episode James talks with Colton Leonard, President of 2Words Character Development. Colton shares: 1) The unique #ContentBasedNetworking campaign that allowed them to engage over 200 of their target accounts. 2) How two of their former podcast guests have turned into some of their highest revenue generating partners. 3) His number one tip for new and timid podcast hosts....

851: 3 Ways B2C Digital Experiences are Changing B2B Sales w/ Mike Dickerson
In this episode we talk to Mike Dickerson, CEO of ClickDimenions. The digital era has fundamentally changed B2B sales in three fundamental ways: Sellers no longer have a monopoly on information. Buyers have almost unlimited access to more content to help them discover their pains, define their needs and research alternatives. Buyers have more competitive alternatives. Using digital technologies, competitors can reach buyers regardless of geographic location and hour of day. Buyers no longer are beholden...


849: The Sales Process Tweak That's Generated $3 MM in New Late-Stage Pipeline w/ Matt Gingerich
In this episode we talk to Matt Gingerich, VP of Sales & Success at Bombora. Matt shares the sales process change that has contributed to $3 MM in late stage pipeline over the past 90 days. Moving away from the typical pilot or PoC model, Bombora's Sales & Customer Success teams are teaming up to create 90-day action plans with future customers to "pre-onboard" them before they sign a new deal. The results on sales velocity & negotiation with Procurement have been tremendous, often cutting time spent on neg...



845: The Power of the Voice of the Customer in All of Your Marketing Efforts w/ Lauren Decker
In this episode we talk to Lauren Decker, Director of Product & Customer Marketing at G2 Crowd. Lauren shares 3 distinct ways to incorporate the voice of the customer into all of your marketing initiatives: Tip #1: Know who your customers are. Build out personas if you don’t already have them. Tip #2: Embrace the good, the bad, and the ugly. When it comes to leveraging the voice of your customer, it’s a mentality not a marketing tactic. This means truly listening to what your product and brand are doing wel...



#BookReview 2: Your Best Year Ever
In this episode, James & Logan share 4 specific takeaways from Your Best Year Every by Michael Hyatt. James shares: The optimal number of goals you should aim to set annual How to balance setting both habits & achievement goals How often to review your goals A resource James has started using after reading the book: Full Focus Planner...


839: Which Marketers Should Ignore the AI Hype (For Now) w/ Dan Faggella
In this episode we talk to Daniel Faggella, CEO & Founder at Emerj. Check out the articles Dan mentions in today's episode here: Marketing Machine Learning Landscape How to Assess an AI Solution Machine Learning for Marketing Agencies – Current and Future Applications Connect with Dan on Twitter: @danfaggella Click here to connect with this guest on LinkedIn....


#ContentBasedNetworking 7: Why This Host is Traveling All Over the Country to Do Interviews w/ Chad Sanschagrin
In this episode we hear from Chad Sanschagrin, CEO of Cannonball Moments. Chad shares: 1) How he's incorporating content collaboration into his regular travel schedule. 2) Why he prefers to do all of his interviews in person. 3) The guest research he does before every interview. 4) The incredibly thoughtful gifts that he customizes for each of his guests. 5) Why he creates video content from each interview branded with his guest's logo....

836: How to Get Bad Deals Out of Your Sales Funnel w/ Tom Williams
In this episode we talk to Tom Williams, CEO of DealPoint. Deals that will never close come at a huge opportunity cost to B2B sales teams. Tom shares how proactive, ongoing disqualification leads to more successful sales teams. He breaks down how to disqualify bad deals at every stage in your sales cycles, metrics to implement & how to operationalize the process of disqualification in a way that your sales reps will actually use. Click here to connect with this guest on LinkedIn....


835: It's Not About You: Effective Strategies for Better Customer Marketing w/ Peter Ross
In this episode we talk to Peter Ross, VP of Marketing at Actifio. We all know that customers' stories help build trust and show value, but marketers often fail at using the customer stories to the fullest degree. Peter shares 4 steps to make your customer marketing more effective, by actually taking the spotlight off your brand--and shining it on your customers. Identify your best advocates Provide a variety of opportunities to activate your customers. Identify the best way for them to share their experie...

834: 3 Steps to Sustain Long-Term Growth w/ Michael Haynes
In this episode we talk to Michael Haynes, B2B Customer Strategy Specialist at 2Excell Consulting & Author of Listen Innovate Grow. Check out the trailer for the video series Michael mentions in this episode: here Click here to connect with this guest on LinkedIn....


833: 3 Psychological Barriers That Limit Our Best Work (And How to Tackle Them) w/ Jay Acunzo
In this episode we talk to Jay Acunzo, Founder of Unthinkable Media, Keynote Speaker, Author of the new book Break the Wheel: Question Best Practices, Hone Your Intuition, and Do Your Best Work, as well as the host of the podcast Unthinkable. Jay shares 3 psychological barriers that keep us from doing our best work: Pike Syndrome The Foraging Choice Cultural Fluency Click here to connect with this guest on LinkedIn....

#ContentBasedNetworking 6: How to Get a Deal Unstuck w/ Eric Olsen
In this episode we hear from Eric Olsen, AVP of Marketing at Helix Education. Eric shares: 1) How he leverages his company's podcast to unstick sales opportunities that have stalled. 2) How he repurposes a 60-90 second clip of audio from each episode into a cartoon video (that guests LOVE to share!). 3) How he uses Alyce.com to send personalized gifts to each guest that he features on the podcast....


831: A 3 Part Formula to Ditch Traditional Lead Scoring w/ Dan Murdoch
In this episode we talk to Dan Murdoch, Head Of Global Marketing at Harri. Dan breaks down a formula called The Harmony Alogrithm, a weighted average of perfectly balanced leading indicators to allow sales & marketing teams to engage with the right person, at the right company, at the right time to optimize outbound and inbound efforts. He shares the 3 elements that should be used instead of traditional, one-dimensional lead scoring & how to weight them in a new lead scoring model: Brand Engagement Account...

#CategoryCreation 6: How "Contact Marketing" Got Its Name with Stu Heinecke
In this episode in the #categorycreation series, John interviews Stu Heinecke, who's known as a Wall Street Journal cartoonist, a Hall of Fame-nominated marketer, and the best-selling author of "How To Get A Meeting with Anyone". Stu shares: 1) What Contact Marketing is 2) How Stu gave Contact Marketing its name 3) Why naming a category has helped Stu evangelize this practice and be seen as its leader 4) Advice for anyone seeking to name a category themselves...


How We Keep Our Company Values Front & Center
In this episode, James & Logan share a fun story about how we took our company values off of a blog post on our website (pretty much the only place they'd been living) & put them into action with a Values Nomination process among the Sweet Fish team. Great quote from a team member when nominating one of our Account Managers, Isabelle Marsh (November's Values Champion!): "I have always worked remotely but have never felt this level of connection with a remote team so early on."...


#ContentBasedNetworking 5: How to Win Multi-Million Dollar Deals w/ Lucas McCurdy
In this episode we hear from Lucas McCurdy, SVP of Business Relations at Coastal Reconstruction Group. You'll hear: 1) Why Lucas and his co-host's INTENT is the true reason their content is mapping to large business opportunities. 2) How to repurpose interviews from industry conferences into video, audio, and written content. 3) How to leverage that content to nurture individual relationships with potential customers and referral partners. 4) The in-person dinner experience that Lucas and his co-host create...

827: 4 Strategies for Greater Diversity in Your B2B Tech Company w/ Don Bora
In this episode we talk to Don Bora ,Co-Founder of Eight Bit Studios. Don shares 4 specific areas in which tech companies can address a lack of diversity, specifically the gender gap. He discusses: Interviewing tactics and unconscious bias when sourcing talent Pay gap and how companies can address it Harassment Policies and Procedures. Having these in place in-line with company values should be a top priority for attracting top-tier diverse talent. Diverse and inclusive benefits: parental leave, fle...

826: 3 Steps to Determine Your Marketing Priorities for the Next Year w/ Todd Kunsman
In this episode we talk to Todd Kunsman, Head of Marketing at EveryoneSocial. He lays out a 3-step framework for determining your marketing priorities, especially when heading up a new team: 1. Start with the CEO (if possible) & Head of Sales Is there a brand visibility issue or is demand gen the area that needs the most work? 2. Get to know your customers & your competitors Where are there gaps in your competitors' marketing that you can see online. Don't stop at getting to know prospects via sales call si...



823: Why Wistia Took On $17MM in Debt Instead of Selling the Company w/ Chris Savage
In this episode we talk to Chris Savage, Co-Founder & CEO of Wistia. Check out the blog post where Chris & Brendan share more of the back story & lessons learned from this experience in taking on debt to continue building Wistia: https://wistia.com/learn/culture/taking-on-debt-to-grow-our-own-way Check out the episode on #SeekingWisdom that shares the way Wistia has taken emotional risks to build their brand: https://www.drift.com/blog/wistia/ Click here to connect with this guest on LinkedIn....

822: Seeing Disruption Coming in Your Industry (And What Marketers Can Do About It) w/ Dave Knox
In this episode we talk to Dave Knox, Brand Builder, Digital Transformation Consultant, Public Speaker & Author of Predicting the Turn: The High Stakes Game of Business Between Startups and Blue Chips. Dave shares from years of marketing experience across both corporate brand strategy & high-growth startups. Check out the blog post on second-order consequences Dave mentions here: https://www.ben-evans.com/benedictevans/2017/3/20/cars-and-second-order-consequences Click here to connect with this guest on Lin...


#ContentBasedNetworking 4: How to Write a Book with 19 Collaborators
In this episode we hear from Scott Ingram. Scott hosts 2 podcasts (Inspired Marketing and Sales Success Stories), but in this episode we focus on another type of content collaboration... Books. Scott shares how he collaborated with 19 different people to create a physical book as well as an audio book. This book collaboration was recently published and you can check out the final product here. To hear Scott's original appearance on B2B Growth, check out episode 257 here....

821: 3 Keys to Success in Building Your Marketing Organization w/ Brian Manning
In this episode we talk to Brian Manning, SVP & Head of Growth at PatientPing. Brian shares 3 key elements to keep in mind as you scale your marketing team: Structure your Marketing team with Sales objectives in mind & work backward from there. Think critically about what you need in a Marketing leader. Do you need a specialist in a certain area or more of a generalist. Understand the different skill sets in specific areas of expertise you'll need: demand gen, product, content or customer marketing. H...


Conversational Interviewing: How We're Building a World Class Team Using This Technique
Conversational Interviewing: How We're Building a World Class Team Using This Technique In this episode James talks with Brittany Tovado, Director of Workforce Planning at Sweet Fish. Brittany shares: 1) What we're trying to achieve in a job interview. 2) How to paint the whole story picture of a job candidate. 3) The conversational behavioral framework that allows us to screen best fit candidates for the roles we're hiring....



#CategoryCreation 3: How to Name Your Category (8 Things to Consider)
In this episode, John and James share 8 things to consider when naming your category. Here's a breakdown of all 8 talking points: 1 - plain language vs esoteric 2 - reference an existing idea 3 - balance between the broad and the specific 4 - needs to be available 5 - understand the connotation of the words you use 6 - globally, how well will terms translate 7 - invoke conversation 8 - phonetics...


How We’re Fixing Our Cash Flow Problem
In this episode, James & Logan share 3 ways were addressing a recent cash flow problem in the business. 1) Optimizing our launch process to get shows launched faster 2) Building our sales team around complimentary skillsets to increase revenue 3) Changing the way we structure our billing so there’s no longer a payment gap (because of our commissions structure) MailTag is a lightweight sales platform for Gmail that lets you know what happens after you click send. Try a free 14-day trial at MailTag.io. No cr...


#ContentBasedNetworking 2: How to Do Content Collaboration at Scale w/ Matt Heinz
In this episode we hear from Matt Heinz, President of Heinz Marketing. Here are a few of the takeaways from the conversation: 1) Know the why behind the content you're creating. 2) Don't just share insights, share how people can take action on it. 3) One way to scale content collaboration is to survey hundreds or thousands of people, and have them contribute to the content you're creating....



3 Ways Our Service Sucks (and How We’re Fixing It)
In this episode, James & Logan share 3 specific areas we're making changes to improve our service as a podcast agency. No one likes to hear criticism, but it's what you do with that feedback that can greatly change your trajectory. We're taking some recent feedback to heart & making steps to improve & grow. When you have a system for addressing broken processes, you set yourself up for better success in the future by learning from your shortcomings instead of accepting the status quo or chalking it up to a ...

808: Why HubSpot Decreased Their Email Volume by 50% (And The Results They Saw)
In this episode we talk to Jon Dick, VP of Marketing at HubSpot. Jon shares a recent research report conducted by HubSpot on B2B companies' go-to-market strategies. Many of their findings pointed to the power of live chat meeting buyers where they want to engage with your company. Jon advocates for marketers being the champions of simplicity within their organizations to reduce the friction customers experience when engaging with any functional group within your company. For more of the data, check out Jon'...


#HowToPodcast 6: What Equipment Do You Need to Start a Podcast?
In this episode, Logan shares the simple setup used for recording B2B Growth episodes. Many people think you need to invest hundreds or thousands of dollars in a professional sound studio to get a podcast started--it's simply not true. There are much more important strategic decisions that will impact the success of your podcast, so don't let the audio equipment question stop you from getting started. Here are the items Logan mentions in this episode: Audio-Technica ATR2100-USB USB/XLR Microphone Neewer...



Your Process is More Important Than the Result
Your Process is More Important Than the Result In this episode, James & Logan break down a lesson James has been thinking about from a conversation with a friend recently. Is recent success always an indicator that you have a good process? More often than not, it won't be. James shares how you can avoid letting short term success fooling you into thinking that you have a good process & how to seek out advice on analyzing your process for long-term success. MailTag is a lightweight sales platform for Gmail ...

#HowToPodcast 5: How to Name Your Podcast
In this episode, Logan shares 4 formulas for naming your podcast so that it speaks directly to your ideal buyers. These include: 1) Ideal buyer’s industry + ideal buyer’s role 2) Ideal buyer’s industry + generic role 3) How to + what your ideal buyer is responsible for doing 4) Optimal characteristic + type of business your ideal buyer runs/works in Remember, you should have at least 2 goals with your B2B podcast: strategic relationships with your guests attracting listeners When your show has a clear...



How We're Conquering Our Weird Sales Problem
In this episode, James & Logan share the weird sales problem we're experience at Sweet Fish & what we're doing to tackle it. Automation vs manual personalization in email is a common debate in #B2B sales right now, but that usually relates to securing the 1st appointment with a prospect. At Sweet Fish, we've been discussing how to strike this balance after the initial sales call & further along in the sales cycle. At Sweet Fish, we aren't struggling to secure 1st appointments with prospective clients for 2 ...

799: The Most Unlikely Place for Monthly 5 Figure Deals w/ Tom Casano
In this episode we talk to Tom Casano, Founder of Sure Oak. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....


#HowToPodcast 4: 4 Simple Ways to Promote Your Podcast
In this episode, Logan shares 4 simple ways to build your audience by consistently promoting your podcast across different channels. These include: Co-Promotion Opportunities Email Signatures (espcially with tools like Sigstr). LinkedIn Status Updates - share the value of the content, don't ease it. Marketing Automation Sequences - again, repurpose the audio into written content that fits the medium. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT ...

798: The Do's & Don'ts of Leading a Remote Sales Team w/ Beau Brooks
In this episode we talk to Beau Brooks, VP of Sales at Formstack. Beaus shares, from years of leading sales teams, key strategies & tools to use when running a successful remote team of salespeople. His advice includes: What to look for in the hiring profile for a remote Why using video for internal calls & customer-facing meetings are so important Strategies & tools for better coaching of your remote team Ideas for keeping people plugged in & movitated A few resources Beau recommends in this inte...


#BookReview 1: 4 Big Takeaways from Radical Candor
In this episode, James & Logan share 2 big takeaways they each took from reading Radical Candor by Kim Scott. They include: 1 big idea is easy to copy, but 1,000 little ones are impossible to replicate. How to have effective career conversations. The power of quick, candid feedback. Staff meeting structure that makes better use of everyone's time. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners c...


794: The Key Components of a Revenue Acceleration Framework w/ Justin Gray
In this episode we talk to Justin Gray, Founder & CEO of LeadMD. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....

793: How to Solve the ROI Problem Every Marketer Faces w/ Melissa Todisco
In this episode we talk to Melissa Todisco, VP of Marketing at Concentric. The Stages to Solving the ROI Problem Melissa shares: Setting Up Channel Analytics Unifying Your Data Attribution Moving to a State of Forecasting Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....

#HowToPodcast 3: How to Be an Effective Podcast Host (Without a Ton of Expertise)
In this episode, Logan shares the framework that will help you become an effective podcast host, even if you have little-to-no interviewing experience or if you aren't a subject matter expert on the topic. Following this 3-step process in the pre-interview conversation, before you hit record on your podcast interview, will set you (and your guest) up for success: Establish rapport & make your guest comfortable. Provide an outline for the interview. Tell your guest exactly what to expect when you hit r...


791: Using Assessment Tools to Know & Grow Your Sales Team w/ Dr Kizzy Dominguez
In this episode we talk to Dr. Kizzy Dominguez, President of K. Parks Consulting. We also share a special promo code for B2B Growth listeners for the upcoming Impact Summit in Salt Lake City on Oct. 13th. You'll hear from influencers, business leaders & motivational speakers about how to build your personal brand, become a disruptor, increase social media reach, become a thought leader and much more at Impact Summit. Learn more & get your tickets now at www.influencerinc.co/impactsummit. Use promo code SWEE...

790: How to Get Up to 1000% More Views of Your LinkedIn Posts w/ Scott Ayres
In this episode we talk to Scott Ayres, Content Scientist at Agorapulse & Co-Host of the Social Media Lab podcast. Scott shares results from multiple experiments that his team ran across different types of posts & the use of hashtags in LinkedIn status updates. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....


789: Strategies for Shifting to an Account-Based Marketing Approach w/ Janel Laravie
In this episode we talk to Janel Laravie, Founder & CEO at Chacka Marketing. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....

788: How to Take on Goliaths When You Are a David in the Market w/ Jennifer Kyriakakis
In this episode we talk to Jennifer Kyriakakis, Founder & VP Marketing at MATRIXX Software. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....


786: Key Tactics for Building Your SDR Team w/ Dan Sterling
In this episode we talk to Dan Sterling, Director of Sales at ListenFirst Media. Dan shares practical tactic for building your sales team, starting with the SDR roles. His suggestions include: Redefining the SDR role: a blend of outreach + support/strategy Looking for curiosity & analytical skills when hiring for the role Creating a tag-team approach throughout the sales cycle between the SDR and Account Executive Setting up SDR's for a positive career trajectory & advancement opportunities Want help deve...

785: The Value of Executive Peer Networks w/ Jamie Millar
In this episode we talk to Jamie Millar, Founder and President at SkyBridge Associates. He is also the author of Building Bridges: The Case for Executive Peer Networks. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....


The Personal Brands of Your Entire Team: A Proven System to Implement
In a 2018 environment, there's no question that personal brands are leading to tangible business results. In this episode, Logan and James talk about how companies can empower and equip their entire teams to focus on the personal brands. Here are the notes from this episode: 1) This episode was inspired by Ryan Deiss at Hypergrowth, when he talked about the concept of the "character diamond." 2) Your company’s brand is the sum of the personal brands of it's people. 3) Expand the reach of your brand through ...

#HowToPodcast 1: Why You Don't Need a Content Calendar for Your Podcast
In this episode, Logan shares the simple (but very effective) strategy that takes the time & frustration out of building a content calendar for your podcast. The first in a new series, #HowToPodcast, explains how getting the topics for your interviews from your guests reduces the time it takes to maintain a podcast & crowd-sources your content strategy from your target audience to make sure it is valuable for the rest of your target audience....

784: The Art of No Deal w/ Josh Walsh
In this episode we talk to Josh Walsh, CEO of The Refinery. He shares how putting your clients needs above your own leads to more business--not less. He shares a personal story about when his company had a scary dip in sales and needed new sales fast,. By creating value without an immediate requirement of reciprocity, they climbed out of our scary situation quickly. Check out Josh's blog post on this topic, as well: http://www.joshwalsh.com/sales-marketing/the-art-of-no-deal Want help developing your plan t...


783: What Marketers Need to Know to Become a CEO w/ Mike Volpe
In this episode we hear from Mike Volpe, CEO of Lola.com. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....

782: Rebuilding a 20-Year-Old Brand From the Ground Up w/ Jaime Punishill
In this episode we talk to Jaime Punishill, CMO of Lionbridge. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....

781: The Fallacy of Sales & Marketing Alignment w/ Edwin Abl
In this episode we talk to Edwin Abl, CMO & Head of Enterprise Growth at Hive Learning. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....


780: Is an Agent Channel Sales Strategy Right for Your Business? w/ Drew Polin
In this episode we talk to Drew Polin, President of OpDecision. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....

779: How to Build & Manage a Global Team w/ Rob Rawson
In this episode we talk to Rob Rawson, Co-Founder & CEO of Staff.com & Time Doctor. How to accelerate your B2B business with an offshore and global team The benefits of thinking globally when hiring. How to get an offshore team to research leads and promote your business. Finding high quality offshore developers. How Rob manages a team of over 80 people in 28 countries without pulling his hair out. The "problems" of dealing with a global team and how to overcome them. Want help developing your p...

778: The 3 Keys to Success with LinkedIn Ads w/ AJ Wilcox
In this episode we talk to AJ Wilcox, Founder of B2Linked. AJ shares best practices around each component to a successful advertising campaign on LinkedIn. He breaks down each step & where some companies miss the mark in each area: Audience, Message & Offer. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....


777: Setting Your Team Up for Better Sales & Marketing Alignment w/ Adam Goyette
In this episode we hear from Adam Goyette, VP of Demand Generation at G2 Crowd. Adam shares keys he's found in aligning your marketing team with your sales counterparts, as well as his AHA moment in working with sales. He breaks down each key to alignment, including: Owning the outcome - MQL's are not the goal. Contracts are the goal. Ownership mindset - Marketers need to know what happens all the way through the funnel for their channel. Creating goals that align with the outcome - not fluffy marketi...

776: How to Deliver Value Throughout the Buyer Journey w/ David Campbell
In this episode we talk to David Campbell, VP of Product Marketing at AvidXchange. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH. Click here to connect with this guest on LinkedIn....

775: Using Event Marketing to Build a Community w/ Julia Deaver
In this episode we talk to Julia Deaver, Co-Founder & Executive Director at Impact Summit. She shares strategies for making your event marketing efforts more effective & shares about the upcoming Impact Summit in Salt Lake City on Oct. 13th. Learn how to build personal brand, become a disruptor, increase social media marketing, become a thought leader and much more at Impact Summit. Learn more & get your tickets now at www.influencerinc.co/impactsummit. Use discount code SWEETFISH for an extra 15% OFF now! ...


3 Ways B2B Companies Can Help End Human Trafficking
Human trafficking is one of the darkest subjects in our world, and the extent of the "plague on humanity," as the Pope has called it, is far-reaching. But that doesn't mean we don't have a way forward. In this one, James interviews Ryan Drawdy from the Sweet Fish team about how B2B companies can educate themselves, give generously to the cause, and empower their teams to fight trafficking: Resources: Check out the Abolitionist 5k if you want to run a virtual race to support the cause. Girls Like Us by Rach...

774: Selling to Different Ideal Customer Profiles w/ Derek Wyszynski
In this episode we talk to Derek Wyszynski, Director of Sales for Commercial Products at Parallels. Want help developing your plan to become an influencer & thought leader? Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City. B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH Click here to connect with this guest on LinkedIn....


772: 3 Keys to Adapting Your Business For Maximum Success
In this episode we interview Tyler Walton, President and Founder of 5Logistics. Tyler has grown five businesses, with his latest reaching Inc 5000 in just five years. From his own companies to his clients (many from Kickstarter and Shark Tank), Tyler's seen the importance of adapting to change. He breaks down three key changes he's made to maximize his company's success. Click here to connect with this guest on LinkedIn....

771: Social Selling with Your Personal Brand in B2B Sales w/ Ryan O'Hara
Recorded on location at the 2018 #FlipMyFunnel Conference in Boston, in this episode we talk to Ryan O'Hara, VP of Marketing and Growth at LeadIQ. He shares LinkedIn social selling tips, how to collaborate on content creation with your prospects & picking a brand archetype for your personal brand as a salesperson. Click here to connect with this guest on LinkedIn....

770: Reducing Luck In Your Account-Based Marketing w/ Daniel Gaugler
Recorded on location at the 2018 #FlipMyFunnel Conference in Boston, in this episode we talk to Daniel Gaugler, CMO at PFL. He shares what he calls the perfect storm of factors making it harder for B2B marketers today, how to reduce the luck making it through that storm & doing things that DON'T scale that actually lead to business growth. Click here to connect with this guest on LinkedIn....


768: Getting Personalization Right in B2B Sales w/ Matt Heinz
Recorded on location at the 2018 #FlipMyFunnel Conference in Boston, in this episode we talk to Matt Heinz, President of Heinz Marketing and Host of Sales Pipeline Radio. Can asking your prospect's favorite pizza place actually get a response to your cold email? Hear Matt's story & the do's & don't's of personalization in cold email & social outreach. Click here to connect with this guest on LinkedIn....






757: How to Write B2B Content That Gets Engagement w/ Robbie Abed
In this episode we talk to Robbie Abed, Executive Ghostwriter, Marketer, Author and Contributing Writer for Inc Magazine. Check out his book & other great content from Robbie at FireMeIBegYou.com. Click here to connect with this guest on LinkedIn....



752: How AI Empowers Sales To Make Emotional Connections with Buyers w/ Erroin Martin
In this episode we talk to Erroin Martin, VP of Sales at Conversica. He dispells the fears that AI will replace B2B salespeople and share how AI can actually empower salespeople to do more of what they do best: connect one-to-one with customers on an emotional level. Erroin also shares some AI tools you can use to help your sales team perform better & automate routine tasks. Click here to connect with this guest on LinkedIn....

750: How to Organize Your Marketing Team to Achieve a Common Goal w/ Andrea Kayal
In this episode we talk to Andrea Kayal, Chief Marketing Officer at Upserve. Follow Andrea on Twitter: @andreamkayal Andrea breaks down the steps she took in organizing a marketing team from Day 1. From setting the high level goal, using the OKR methodology (Objectives & Key Results) to organize the team by functional roles & using a collaborative process to clearly define roles & responsibilites on the team. Andrea highly recommends checking out Randical Candor for marketing leaders and anyone leading a te...



747: How to Make Your Company a Company of Marketers w/ Maria Pergolino
In this episode we talk to Maria Pergolino, Chief Marketing Officer, Anaplan. Maria shares how to cast a vision that gets other departments (and your entire company) excited about contributing to the role of marketing. We discuss how to engage other departments in projects Marketing is working on, to generate more sharing throughout the organization. She shares her thoughts on going from a CM-"No" to a CM-"Yes" by flipping the script on typical social media policies & collaborating on ideas with individuals...

746: 4 Ways to Align ABM & Sales for Customer Success w/ Kristen Novak
In this episode we talk to Kristen Novak, Account Based Marketing Manager for Strategic Accounts, National Instruments. Kristen shares 4 practical ways to align your ABM efforts with sales for better results: Get together during the planning stages, not later in the process Attend the same training & conferences as the sales team Share the same tech stack to share common language & responsibilities Visit customers with the sales team for better customer conversations when both departments are repres...


742: 3 Low-Cost Marketing Tactics That Get Tremendous Results w/ David Kelly
In this episode we talk to David Kelly, General Manager at KingSumo. He shares 3 low-cost marketing tactics that they've tested & tweaked at KingSumo & Sumo Group: Viral Giveaways: low-cost but high quality leads as low as $.05/lead Wordpress Plug-in Content Blocker: how to gate content after previewing more of your blog post to obtain more leads LinkedIn Posting Strategies: how to write a good opening line, whether to include photos or videos & where to put your links for more reach on LinkedIn Cli...




4 Specific Ways to Leave Thoughtful Comments on LinkedIn Posts
In this episode, James and Logan talk about the LinkedIn algorithm and how it showcases the comments you leave to your first degree network. They also discuss 4 specific ways to leave comments that don't make you look like a bot. Click here to connect with James on LinkedIn. Click here to connect with Logan on LinkedIn....

Our Sales Methodology and Sales Process
In this episode, James and Logan define the Sweet Fish sales methodology, and also talk about how that methodology informs the sales process. Click here to connect with James on LinkedIn. Click here to connect with Logan on LinkedIn....