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.

#Partnerships 1: Cut Your Sales Cycle in Half by Partnering with Consulting Firms w/ Pete Espinosa
In this episode of the #partnerships series, Dennis Carlson speaks with Pete Espinosa, VP Enterprise Sales & Alliances at Limelight Health, who is driving Limelight's enterprise business through alliances with large consulting system integration firms like Deloitte, Capgemini, YR and more. Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in...


955: The 4 Most Common Branding Mistakes (And How To Avoid Them) w/ Antoine Woods Jr
In this episode we talk to Antoine Woods Jr, President and Senior Strategist at Cultural Sync. Antoine shares... How do you define branding? How should listeners start the brand positioning process? What are some characteristics to consider when defining our target audiences? What are a few things listeners can do to optimize the effectiveness of their marketing or promotional efforts? Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes?...

954: Reverse-Engineer the Perfect B2B Event w/ Sara Varni
In this episode we talk to Sara Varni, CMO at Twilio. Running events that actually build meaningful connections comes down to 3 primary things Sara breaks down in this conversation: 1) Think critically about goal of the event & work backward from there. 2) Take time to determine the right kind of speaker(s) that are going to compel people to attend 3) Don't be afraid to connect customers with prospects, as well as connecting clients together. Make sure you setup a way for them to stay connected with the pee...

953: How to Hire an Agency and Be a Good Partner w/ Jesse Marble
In this episode we hear from Jesse Marble, Chief Marketing Officer at Magneti Jesse shares... 3 reasons to hire a marketing agency: capacity, unique skill set, results/outcomes Who makes a good early marketing employee? How hiring strategy changes over time/how company scales Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in...


952: How to Create a B2B Marketing Team from Scratch w/ Emily Kramer
In this episode we hear from Emily Kramer, VP of Marketing at Carta. Emily shares... Who to hire next/first? Growth, PMM, or brand/content/comms? Who makes a good early marketing employee? How hiring strategy changes over time/how company scales Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in...

#NewPodcast: Building Bridges w/ Jamie Millar
In this episode of the #NewPodcast series, Logan shares part of the very first episode of Building Bridges with Jamie Millar, Founder and President at SkyBridge Associates. Check out the new show in your favorite podcast player: Apple Podcasts Spotify Sticher Google Play...

#CX 1: The Holy Grail of Connecting with Your Customers w/ Ann Handley
In this episode of the #CX series, Ethan Beute speaks with Ann Handley, Chief Content Officer at MarketingProfs, about making email personal again, reigniting your brand across multiple channels, and more. Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in...


951: One Strategy to Increase Your Reach on LinkedIn (And Why You're Ignoring It) w/ Deborrah Ashley
In this episode we hear from Deborrah Ashley, Authority Positioning Strategist and Trainer at Thrivoo Marketing. Deborrah shares... The one strategy that most people are ignoring that could pay dividends Why understanding your audience is the most important ingredient for success How to get more eyes on your posts. Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more t...

950: Lessons in Generating Over 1 Million Leads and Users w/ Jessica Meher
In this episode we hear from Jessica Meher, VP of Marketing at Notarize. Jessica shares... What separates the companies that generate massive amount of users? What do they do differently? Common traits of these companies How to be prepared for massive growth from an infrastructure standpoint What lead gen techniques have worked the best? The common mistakes I see many companies and marketers make Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Gro...


949: How Modern Business Teams Make Purchasing Decisions w/ James Gill
In this episode we hear from James Gill, Group Account Director at Kingpin Communications. James shares... Buying teams content consumed where they go for content the types of content the importance of follow-up and nurture" Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in...

#ContentBasedNetworking 12: How to Turn Podcast Interviews Into Meetings w/ Chip Rodgers
In this episode we talk to Chip Rodgers, VP of Marketing and Alliances at WorkSpan & host of the Alliance Aces podcast. Chip shares a few, quick stories about the brand awareness their podcast is developing in the market. He also discusses how WorkSpan uses their podcast as a strategic way to continue conversations with the guests of their show: Chip discusses: The opportunity for deeper relationships that happen quickly with podcast guests How his team transitions that into next steps, including: tea...

948: How to Measure and Sustain Your ABM Efforts w/ Amanda Wynne
In this episode we hear from Amanda Wynne, Senior Director of Marketing at Seismic. Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in...


947: The Role of Emotion in B2B Decision Making w/ Chris Eifert
In this episode we hear from Chris Eifert, Principal at TriComB2B. Chris shares... Competing on data alone will not allow you to differentiate Overwhelming audiences with information which multiplies the ineffectiveness Emotion works Tangible examples of B2B brands that do this well Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in...

946: The 5 Keys to Building Community w/ David Spinks
In this episode we hear from David Spinks, Founder & CEO at CMX & VP of Community at Bevy David shares... Consistency - keep creating even if no one responds Experimentation - try new things, don't stagnate Humility - its not about you its about the whole Transparency - be honest and admit mistakes Energy - keep it high keep it positive If you feel really isolated around a piece of your identity, thats a really good place to build a community. Want to get a no-fluff email that boils down our ...

945: Align Your Customer Journey with a Buyer-Centric Marketing Mindset w/ Kellie de Leon
In this episode we hear from Kellie de Leon, Vice President of Marketing & Strategy at The Mx Group. Kellie shares... Why does buyer-centric marketing matter Meet buyers on their terms, value oriented, their needs, not your agenda The importance of buyer personas - but also, how to operationalize them Must align with sales, product, customer success teams to: Understand buyer, Connect experience across the journey, Optimize interactions, and Measure, analyze and refine Want to get a no-fluff emai...


#HowToPodcast 9: Why and How to Do Solo Episodes w/ Jen Spencer
In this episode we hear from Jen Spencer, Host of SmartBug on Tap and VP of Sales and Marketing at SmartBug Media. Jen shares... Why she chose to focus her podcast on doing solo episodes instead of interviews. Two specific ways she develops topics for each episode. The amount of time it takes her to prep each episode and what that prep looks like. How she thinks about the length of each episode. The super simple setup she uses to record her episodes. Want to get a no-fluff email that boils down...

#NewPodcast: Marketing Mindshare w/ David Lenzen
In this episode of the #NewPodcast series, Logan shares part of the very first episode of Marketing Mindshare with David Lenzen, Chief Sales & Marketing Officer at MetaCommunications. Check out the new show in your favorite podcast player: Apple Podcasts Spotify Sticher SoundCloud Google Play...

944: From Noise to Notorious – Finding Your Brand w/ Christine Göös
In this episode we hear from Christine Göös, Head of Content & Americas Marketing at Smartly.io. Christine shares... Amplify benefits, not features Entertain, educate, inspire Run with risky: try out (and buy-in on) ideas that feel scary Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in...


943: The Changing Role of Data and Brand Stories w/ Mark Goren
In this episode we hear from Mark Goren, CEO at Point to Point. Mark shares... Left and right brain - both work together Focus on creating buying emotions-- data can inform that conversation to comprehend aspects of the buyer journey, not create emotion. Stop saying the word "content" A disconnect between b2b tech and b2b industrial People are raising their hands much further in the buying process - connect the brand stores to the data to get better insights, to tell better stories, and drive bett...

942: Creative Use of Content that Ticks the Sales and Brand Boxes w/ Luc Benyon
In this episode we hear from Luc Benyon, Head of Marketing at video intelligence. Luc shares... Linking activations to your core message. Hero content: starting with video, and use it to create PR, social, blog, lead gen, sales presentations, event talks, printed collateral Giving your sales team a reason to reach out Content always needs to relate to your product and your purpose, and iterate based on the use case. Want to get a no-fluff email that boils down our 3 biggest takeaways from an enti...

941: 5 Ways To Improve Your Sales Skills (According to Data) w/ Roy Raanani
In this episode we hear from Roy Raanani, CEO & Co-Founder at Chorus.ai. What can sellers learn from data being collected from hundreds of sales conversations? Roy shares some actionable insights for sellers at all stages in their careers: 1) Monitor your talk time during discovery...and keep it under 50% 2) Drive engagement with thoughtful (yet repeatable) questions in the demo stage 3) Get more stakeholders involved on group calls throughout the buying process 4) Review "game film" on your own & with your...


940: 4 Ways to Manage Chaos in a Fast-Growing Startup w/ Adam Goyette
In this episode we hear from Adam Goyette, VP of Marketing at G2 Crowd. Why is this important to talk about? there will always be some amount of chaos, never fully goes away (i.e. acquisitions you didn't foresee), but you have to manage if you want a predictably scalable org avoid employee burnout, tension between startup founders/execs (can thrive on chaos) & team members who want some sense of stability 1) One key is delegation - how do you think about doing this systematically? 2) Creating repeatab...

#NewPodcast: The Last Mile Podcast w/ Tim Furey
In this episode of the #NewPodcast series, Logan shares part of the very first episode of The Last Mile Podcast with Tim Furey, CEO & Chairman at MarketBridge. Check out the new show in your favorite podcast player: Apple Podcasts Spotify Sticher SoundCloud Google Play Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in...

939: Why Sales Development Should Report to Marketing w/ Dan Murdoch
In this episode we talk to Dan Murdoch, Head Of Global Marketing at Harri. This is Dan's 2nd time on the show, last time he shared, A 3 Part Formula to Ditch Traditional Lead Scoring w/ Dan Murdoch, Episode 831. InsideSales.com & Sales Acceleration Formula biggest problem in SDR - who/how/when MKTG has data on engagement SDR are having the conversations--can drive what content created Report in means they accountable for the same goal Marketing can better track performance of content, budget, more agile doe...


#HowToPodcast 8: A Cold Call Script for Securing Podcast Guests w/ Vernon Foster
In this episode we talk to Vernon Foster, Founder of Pod Parrot. Vernon shares... The cold call script he used to land the owner of a $10M business as a guest on a show that doesn't even exist yet. How to frame the value of your show so that guests want to say yes. Why calling (instead of email) is a differentiator when finding guests. Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll ...

938: 4 Ways to Help Sales & Marketing Understand Each Other w/ Katie Bullard
In this episode we talk to Katie Bullard, President & Chief Growth Officer at DiscoverOrg. Katie shares: Why marketers need to understand the company’s sales compensation structure…and its effect on its salespeople. Why marketers need to understand how Sales views accounts differently than Marketing. What salespeople can learn about storytelling from Marketing. How salespeople can embrace a data-driven approach like some of the best Marketing orgs. Want to get a no-fluff email that boils down our 3 biggest...

#Prospecting 1: Your Follow Up Sucks - 3 Better Tactics You're Not Using
In this first episode of the #Prospecting series, Rex Biberston dives right into why your sales follow up sucks and provides three actionable tactics for engaging a prospect who isn't responding. Rex shares... 1) The "New Idea" Tactic 2) The "New (Useful) Content" Tactic 3) The "New Request" Tactic Connect with Rex on LinkedIn here Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send ...


937: How to Build an Integrated Growth Marketing Strategy w/ Yasmine de Aranda
In this episode we talk to Yasmine de Aranda, Growth Strategist at Market 8. Yasmine shares... Growth Optimization is valuable to any company, because it helps identify the marketing roadmap with highest impact to the business Highest impact and lowest cost of implementation. The importance of building a unique strategy vs focusing on tactics, the surround-effect and the role of integrated marketing You can't really skip because context is key, and this is why we work closely with the product market...

936: How to Bust Organization Silos and Improve Demand Generation w/ John Ellett
In this episode we talk to John Ellett, CEO at Springbox. John shares... Why are organization silos bad for demand generation effectiveness? Why do silos exist? How can they be broken down? What benefits should see once silos are addressed? Helpful eBook: http://thecmoclub.com/wp-content/uploads/2015/10/FINALCMO-Solution-Guide_ModernMarketing_October2015.pdf Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://swe...


#Leadership 1: 3 Pillars of the Divergent Leadership Model w/ Sam Tarell
In this first episode of the Leadership series, Sam Tarell talks about the 3 Pillars of the Divergent Leadership Model. Sam shares... 1) What is the Divergent Leadership Model? 2) What are the 3 pillars of the Divergent Leadership Model? 3) How can using this model change and enhance a business? Connect with Sam on LinkedIn here....

935: Leveraging the Science of Data Analytics and Combining It with the Art of Sales w/ Kristen Downs
In this episode we talk to Kristen Downs, VP of Strategic Account Management & Sales Enablement at TÜV SÜD. Kristen shares... Historic trends on the art vs science pendulum Using sales velocity to measure effectiveness The rise of sales operations roles Hiring with an eye for talent that can combine the "art" and "science" of selling Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll ...


934: 3 Keys to Maximizing ROI on Your Email Marketing w/ Michael Barber
In this episode we talk to Michael Barber, SVP & Chief Creative Officer at Godfrey. Michael shares some surprising stats on the state of email as a marketing channel today & actionable steps on 3 key areas for getting the most out of your email marketing efforts 1) Authentication 2) Personalization 3) Measurement For more on this topic, check out the blog post Michael mentions in this episode here: https://litmus.com/blog/holistic-email-metrics-matrix-are-you-seeing-the-whole-picture Want to get a no-fluff...

933: A 3-Part Framework to Manage Growing Design Needs in B2B w/ Chris Finneral
In this episode we talk to Chris Finneral, Co-Founder & CEO at SketchDeck. Chris shares: The evolution of design matters in B2B Surprising data on the impact of design on key business performance indicators (i.e. revenue growth) Common challenges in scaling design needs The Design Triangle - a 3-part strategy for segmenting your design needs & projects, so that you can prioritize and assign them accordingly for greater efficiency: Brand Strategy, Flagship Campaigns, Everyday Design A few extra resources t...

#NewPodcast: Inside Sports Business Intelligence w/ Russell Scibetti
In this episode of the #NewPodcast series, Logan shares part of the very first episode of Inside Sports Business Intelligence with Russell Scibetti, Chief Marketing Officer at KORE Software. Check out the new show in your favorite podcast player: Apple Podcasts Spotify Sticher SoundCloud Google Play...


932: The Importance of Building a Customer-Powered Enterprise w/ Chris Newton
In this episode we talk to Chris Newton, VP of Marketing and Business Development at Influitive. Chris shares... What is a customer-powered enterprise? "Trust crash" and why customer-powered enterprises are so timely Why customer community the required foundation for a customer-powered enterprise The critical role that Advocates play within a customer-powered enterprise? The model Influitive uses to accomplish customer-power...

#NewPodcast: The Data-Driven Marketer w/ Allen Pogorzelski
In this episode of the #NewPodcast series, Logan shares part of the very first episode of The Data-Driven Marketer with Allen Pogorzelski, VP of Marketing at Openprise. Check out the new show in your favorite podcast player: Apple Podcasts Spotify Sticher SoundCloud Google Play...

931: How and Why Businesses are Texting Customers to Drive Growth w/ Scott Heimes
In this episode we talk to Scott Heimes, Chief Marketing Officer at Zipwhip. Scott shares... How texting for business differs from "normal" texting Why more and more businesses texting their customers The kinds of business using texting and the type of texts they're sending Insights from the "State of Texting" report How to get started with texting for business...



929: How to Build a Modern Revenue Marketing Team w/ Yoli Chisholm
In this episode we talk to Yoli Chisholm, Vice President of Marketing at Sprinklr. Yoli shares... The big challenges marketing teams face with the coming/arrival of the fourth industrial revolution Moving from strategies oriented around 1:many, and 1:few to 1:1 specifically on social media. Creating a marketing team that is aligned with your customers' core values, beliefs and core challenges. How to build a team that collaborates -- even when employees sit in different offices with different time z...

#Agency 1: How to Grow Your Agency Without Growing Top Line Revenue
In this first episode of the Agency series, Drew shares... 1) Why you don't need to increase gross billings to grow your agency 2) The reason you should rethink the way you do project estimates 3) How to grow the bottom line by becoming more efficient with your staffing To stay connected with Drew, follow him on LinkedIn. To learn more about Drew's work at Agency Management Institute, go here....

928: 1 New Habit to Instantly Create a Better Customer Experience w/ Ethan Beute
In this episode we talk to Ethan Beute, VP of Marketing at BombBomb. Order Ethan's book here: Rehumanize Your Business Subscribe to Ethan's podcast here: The Customer Experience Podcast In this episode, Ethan shares... A framework for understanding what customer experience encompasses How personal videos impact the customer experience How to leverage personal videos for sales acceleration, marketing, and customer success Be on the lookout for Ethan's new series, #CX, on B2B Growth....


927: Enabling B2B Buyers to Learn and Buy On-Demand w/ Elle Woulfe
In this episode we talk to Elle Woulfe, VP of Marketing at Pathfactory. Elle shares... How the expectations of B2B buyers have dramatically changed Common struggles in the B2B customer experience Lack of insight: A key challenge for B2B marketers The importance on "binge-able" content...

#NewPodcast: SmartBug On Tap w/ Jen Spencer
In this episode of the #NewPodcast series, Logan shares part of the very first episode of SmartBug On Tap with Jen Spencer, VP of Sales & Marketing at SmartBug Media. Check out the new show in your favorite podcast player: Apple Podcasts Spotify Sticher SoundCloud...


926: How a Marketing Leader's Role Evolves as the Company Scales w/ Alex Rosemblat
In this episode we talk to Alex Rosemblat, VP of Marketing at Datadog. Alex shares... The startup role: wearing many hats / the rule of one Functional team hires: 10x the time you expect As the team grows: enforce the "pizza rule" How to become a second line leader Want to learn best practices, tips, and strategies to generate positive and organic word-of-mouth marketing (WOMM) by building your own scalable referral program? Get your free copy of The Definitive Guide to Referral Marketing from ou...


924: We Don't Know the Answer, We Learn the Answer w/ Max Yoder
In this episode we talk to Max Yoder, CEO of Lessonly. Max shares... The idea behind his new book: Do Better Work Be Vulnerable: If you want your teammates to be real with you, you have to make it okay for them to admit when they feel uneasy, defeated, or scared. Share Before You’re Ready:If work were a Venn diagram, the circle of “What’s getting done” should overlap with “What’s needed.”...


#AI How to Overcome Data Bias
In this episode Samantha Stone shares the importance of understanding data bias, and how you can avoid it in your business....

923: 3 Leadership Lessons from Bootstrapping to $150MM w/ Tomas Gorny
In this episode we talk to Tomas Gorny, CEO & Chairman at Nextiva. Tomas shares... Key lessons learned scaling a bootstrapped company from 0 to $150MM+. 1) Don't focus on your exit strategy 2) Make sure you believe in what you're doing & that you're serving a true gap in the market (not just a perceived one) 3) Focus on building the right team--not just talented individuals, but a cohesive group that is all rowing toward a common goal How to win in extremely competitive markets when you're the underdog. Fo...


922: How to Establish a Growth Marketing Team w/ Marc Bitanga
In this episode we talk to Marc Bitanga, Founder and CEO of Agencio. The differences between traditional marketing strategy vs growth marketing strategy Applying the sprint planning process to marketing Turning everything into a funnel to identify growth marketing priorities Making the best decisions with murky data Is AI & automation the answer? What to look for when hiring growth marketing team members Connect with Marc on LinkedIn: https://www.linkedin.com/in/marcbitanga/...

921: The Origin of Markets: How to Approach Market Invention and Why It Matters (Part 2) w/ Adam Vasquez
In this episode we talk to Adam Vasquez, Founder and CEO of Merit. Market Invention has become the only way to be the market leader because of the internet What is Market Invention? Walk through the stages of Market Invention. Where do you start with Market Invention? What types of companies benefit? Connect with Adam on LinkedIn: https://www.linkedin.com/in/adamvasquez/...


920: The Origin of Markets: How to Approach Market Invention and Why It Matters (Part 1) w/ Adam Vasquez
In this episode we talk to Adam Vasquez, Founder and CEO of Merit. Market Invention has become the only way to be the market leader because of the internet What is Market Invention? Walk through the stages of Market Invention. Where do you start with Market Invention? What types of companies benefit? Connect with Adam on LinkedIn: https://www.linkedin.com/in/adamvasquez/...

919: Why B2B Advertising is So Forgettable (And How To Avoid This) w/ Tom Geary
In this episode we talk to Tom Geary, Founder and Executive Creative Director of School of Thought. The good news and bad news: the bar is impossibly low 2.The problem: herd mentality Is it the brand vs. data? Nope! The importance of striking an emotional chord. We’ve always done it, but now Google’s proven its effectiveness: whitepaper How to set yourself up for success, as a marketer. Connect with Tom on LinkedIn: https://www.linkedin.com/in/tom-geary-7538261/ Want to learn best practices, tips...

918: Marketing + HR: Reunited at Last w/ Matt Burns
In this episode we talk to Matt Burns, Founder of Global HR Collective. What are the complementary skills between B2B marketing & HR? Why the alignment of internal / external messaging is so critical. The importance of personal branding for C-Suite executives. How to think in terms of innovation to transform HR Connect with Matt on LinkedIn: https://www.linkedin.com/in/matt-d-burns/...


917: A Program to Develop Leads that Close 700% More Often w/ Heidi Green
In this episode we talk to Heidi Howell-Green, VP of Marketing at BrightMove. Heidi shares: Why should you start a brand ambassador program? What can some of the benefits be? Should you think about this with both customers & employees? How can you get started? What are some of the results that have been seen? Follow Heidi on Twitter: https://twitter.com/hlhgreen...

#H2H 1: Using Humor To Build a Human Connection In B2B Marketing w/ Tim Washer
In this episode Carlos Hidalgo speaks with Tim Washer, Corporate Comedian and Emcee about how B2B brands can get more human in their content by using humor. We discuss Tim's journey to corporate comedy and he shares how humor evokes connection at the human level. At the end of the podcast, he makes a generous offer to the B2B Growth audience....

916: The Impact of Big Data on the Evolution and Growth of Modern Enterprises w/ Laurence Hayden
In this episode we talk to Laurence Hayden, Vice President of Petrochem at TÜV SÜD. What is "Big Data" Where is your business on the Innovation diffusion curve How to prepare your team for this brave new world The 4 Pitfalls of Data: volume, timeliness, veracity, type Data is great, analytics is great but if it can’t be translated to or presented as an intuitive human understanding it’s unlikely to generate any traction. Connect with Laurence on LinkedIn: https://www.linkedin.com/in/laurence-hay...



912: How to Use Data and Analytics to Prove Marketing ROI w/ Jonathan Rowe
In this episode we talk to Jonathan Rowe, Chief Marketing Officer at nCino. The importance of marketing ROI and what it represents The methodology behind calculating marketing ROI How to capture marketing data and analytics across channels and campaigns Best practices for designing an automated marketing system Delivering marketing ROI to your organization to prove your marketing success Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/rowejonathan/ Want to learn best practices, t...

911: 3 Ways to Improve Your Prospecting (According to Data) w/ Dave Elkington
In this episode we talk to Dave Elkington, CEO and Founder at InsideSales.com. You guys recently completed a research study that has a lot of people taken back on how they do sales prospecting. Why this study? Can you tell us a little bit about how you went about it? survey & looked at data set looked at what people believe they're doing 1500 comp surveyed / what they're actually doing / optimal neurolytics: ai platform deals won You outlined in your study difference elements that people need to consi...


909: Why Employee Engagement Leads to Building a Great Brand w/ Steve Friedman
In this episode we talk to Steve Friedman, Co-Founder, Chief Strategist at CPG Agency. Want to learn best practices, tips, and strategies to generate positive and organic word-of-mouth marketing (WOMM) by building your own scalable referral program? Get your free copy of The Definitive Guide to Referral Marketing from our friends over at Ambassador: GetAmbassador.com/growth...

#ContentBasedNetworking 11: How a College Kid Got a Meeting with a Big Shot CEO w/ Josh Steimle
In this episode we talk to Josh Steimle, Founder & CEO at MWI & Founder of Influencer Inc. Josh shares how he used Content-Based Networking to land an interview with a big-time CEO when he was a college student with no audience. Josh continued to use content collaboration as a contributor for Forbes, Entrepeneur & Mashable to build relationships with ideal clients by giving them free press & highlighting them in larger publications. Content-Based Networking helped Josh eventually land his first book deal. D...


908: How B2B Brands can Benefit from Category Creation w/ Jonathan Gandolf
In this episode we talk to Jonathan Gandolf, Director of Marketing at Springbuk. How using B2B tactics in a B2C industry lead to out-of-the-box thinking What inspired this category creation mindset (book: Play Bigger How Springbuk is currently implementing this category creation mindset The difference in fighting for market share and creating a new category Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf-0602a915/...

907: How Agencies Can Create 50 New Pieces of Content With Very Little Time w/ Drew McLellan
In this episode we talk to Drew McLellan, CEO aka "Top Dog" at Agency Management Institute & host of the Build A Better Agency podcast. The struggle for agencies (and B2B brands) to create more thought leadership content with little time usually ends in 2 undesirable outcomes: 1) You produce content in fits & starts and damage your reputation with your audience. 2) You produce bland content that doesn't add real value or deliver a message your customers couldn't find anywhere else. Instead of struggling to ...

906: Establishing a Process for Complex Solutions in Enterprise Sales w/ Moni Oloyede
In this episode we talk to Moni Oloyede, Marketing Operations Specialist at Fidelis Cybersecurity. Alyssa shares about how to start and leverage brand advocacy programs. How well do you know your teams sales process Closing the gap between MQL and SQL How to get consistent & regular feedback from sales on lead quality Marketing can help keep prospects engaged during a long sales cycle Connect with Moni on LinkedIn: https://www.linkedin.com/in/moni-oloyede/...


905: How to Develop and Leverage Brand Advocates w/ Alyssa Jacobson
In this episode we talk to Alyssa Jacobson, Director of Marketing at Cross Install. Alyssa shares about how to start and leverage brand advocacy programs. How to start your brand advocate program Examples of interesting brand advocacy programs How to leverage advocates' social media, WOM, networks, and case studies How to develop internal brand advocates Connect with Alyssa on LinkedIn: https://www.linkedin.com/in/alyssafjacobson/ Want to learn best practices, tips, and strategies to generate pos...

904: Is This The Biggest Problem in B2B SaaS Sales? w/ Beau Brooks
In this episode we talk to Beau Brooks, SVP of Sales & Customer Experience at Formstack. Beau shares his thoughts on the lack of prospecting typical for most Account Executives (AEs) in Sales organizations today. We discuss: Is this the biggest problem in SaaS Sales today? Why is it a problem? Doesn't the SDR/AE model lean into specialization & mean that AE's should solely focus on closing, not prospecting. Check out our previous conversation with Beau on leading a remote sales team: https://sweetfishmedia....


903: Building an Effective Work-From-Anywhere Culture w/ Lisa Walker
In this episode we talk to Lisa Walker, Vice President of Brand & Corporate Marketing at Fuze. Here is the report Lisa mentions in this episode: https://www.fuze.com/workforce-futures Lisa shares: How work has transformed from a place we go to something we do Work-from-home policies have helped to eliminate the stigma of working parents by enabling "work mode" in any environment. How do you create "work mode" anywhere? How to think about work anytime as a leader & a team member How to ensure that you stay p...

902: The Way of the Future: The Power of Equity Crowdfunding w/ Scott Kitun
In this episode we talk to Scott Kitun, CEO and Host at Technori. Megan share about first party data usage in digital advertising. What equity crowdfunding and why is it powerful Three questions every B2B Marketer/Salesperson should ask themselves How to spot a bad deals /lookie-loos Knowing your audience when you pitch and getting "as close to the money" as you can / focus on where your customers make money! Never Sell Something to Someone / Solving People's Problems Don't do business with assh...


901: How to Utilize First-Party Data in Digital Advertising w/ Megan Sullivan-Jenks
In this episode we talk to Megan Sullivan-Jenks, Director of Marketing and Communications at Choozle. Megan share about first party data usage in digital advertising. What's "first-party" and "third-party" data mean How marketers are evolving back to the use of first party data The need for buy-in across the business to focus on data collection How using first party data can drastically change your digital advertising results Connect with Megan on LinkedIn: https://www.linkedin.com/in/megan-sulliv...

#NewPodcast: The Customer Experience Podcast w/ Ethan Beute
In this episode of the #NewPodcast series, Logan shares part of the very first episode of The Customer Experience Podcast with Ethan Beute, VP of Marketing at BombBomb. Check out the new show in your favorite podcast player: Apple Podcasts: https://itunes.apple.com/us/podcast/the-customer-experience-podcast/id1453581989?mt=2 Spotify: https://open.spotify.com/show/6dv6SvwyqOI02pjzJ8srQq?si=xHRSyaXsRLyjA9Dbaj1VxQ Sticher: https://www.stitcher.com/podcast/bombbomb-2/the-customer-experience-podcast-2 Google Pla...

900: 4 Lessons from Bootstrapping from $0 to $30 MM w/ Jan Bednar
In this episode we talk to Jan Bednar, Founder & CEO of ShipMonk. Jan shares his lessons learned from building a $30 MM company without funding rounds along the way: Spend money very conservatively in the early days Don't try to build the perfect product before you take it to market Getting creative about building the team early on. This may include offering equity, finding creative ways to create & even housing early team members for a while. Once you get to the next level, think very critically ab...


898: How to Scale Your Content Marketing Program Using Webinars w/ Dani Fankhauser
In this episode we talk to Dani Fankhauser, Director, Content Marketing at Reflektive. Dani shares how you can use webinars to scale your content makreting efforts and connect with influencers in your industry. How to use webinars to build relationships with influencers Using webinars to source content for blog poasts Utilize webinars as an offer for email, social, and paid lead generation Promote customer success and show real-life best practices What to avoid when creating a webinar Connect wi...

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...