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Demand Gen Report에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Demand Gen Report 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
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The Agile Brand with Greg Kihlström®
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1 638: What's the ROI on those Big Game Ads? Featuring Nataly Kelly, CMO at Zappi 28:17
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Much is made about the creative decisions in ads for the Big Game, but how does all that money, those requisite celebrity cameos, and everything else that goes into these multi-million dollar investments translate into Return on investment? Today we’re going to talk about what the numbers tell us from all those high-profile ads and who the winners and losers of the Advertising Bowl are in 2025. To help me discuss this topic, I’d like to welcome Nataly Kelly, CMO at Zappi, who unveiled their annual Super Bowl Ad Success report on Monday. We’re here to talk about the approach, the results, and what those results mean for brands that invested a lot of money - and time - into their campaigns. About Nataly Kelly I help companies unlock global growth For more than two decades, I have helped scale businesses across borders, as an executive at B2B SaaS and MarTech companies. I’m Chief Marketing Officer at Zappi, a consumer research platform. I spent nearly 8 years as a Vice President at HubSpot, a multi-billion-dollar public tech company, driving growth on the international side of the business. Having served as an executive at various tech companies, I’ve led teams spanning many functions, including Marketing, Sales, Product, and International Ops. I’m an award-winning marketing leader, a former Fulbright scholar, and an ongoing contributor to Harvard Business Review. I love working with interesting people and removing barriers to access. RESOURCES Zappi website: https://www.zappi.io/web/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Listen to The Agile Brand without the ads. Learn more here: https://bit.ly/3ymf7hd Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company…
B2B Marketing Exchange
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Demand Gen Report에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Demand Gen Report 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
The B2B Marketing Exchange Podcast features candid insights from those who live and breathe B2B. Every week, we'll feature the industry's top influencers and practitioners, who will touch on top-of-mind topics around content strategy, demand generation, account-based marketing, and sales enablement. Subscribe now to get a front-row seat to intimate conversations and top-rated talks from our premier events.
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180 에피소드
모두 재생(하지 않음)으로 표시
Manage series 2544477
Demand Gen Report에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Demand Gen Report 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
The B2B Marketing Exchange Podcast features candid insights from those who live and breathe B2B. Every week, we'll feature the industry's top influencers and practitioners, who will touch on top-of-mind topics around content strategy, demand generation, account-based marketing, and sales enablement. Subscribe now to get a front-row seat to intimate conversations and top-rated talks from our premier events.
…
continue reading
180 에피소드
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B2B Marketing Exchange
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In today's always-on and cluttered marketing landscape, getting closer to the customer is more challenging than ever. With so many new technologies, tools and KPIs to track and measure, it can be difficult to maintain focus on the main goals. How do we know if we are truly making an impact and building lasting customer relationships? How do you ensure your company aligns with your customers’ goals to drive greater outcomes? In this episode, Margaret Safford and Sophia Agustina will share their 9 Cs framework — a GTM strategy that places the customer at the center. They will provide actionable insights around each of the “Cs” identified in the framework and demonstrate how improvements in these areas can drive customer value and revenue growth. Don't miss this opportunity to learn how to optimize your approach and drive measurable impact in your customer relationships! Related links: Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
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B2B Marketing Exchange
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We're less than a month out before B2B Marketing Exchange West in Scottsdale, and the final planning stages are in full force. On today's episode of the podcast, we're sitting down with Matt Heinz, President and Founder of Heinz Marketing and B2B influencer, to discuss top B2B trends for 2025, building predictable pipeline, and his upcoming presentation at B2BMX West! Tune in to hear his take on: The importance of AI in enhancing go-to-market functions and addressing organizational dysfunction; The need for a shift from MQLs to a more revenue-centric approach, focusing on pipeline and alignment across teams; The balance between short-term results and long-term strategies; The impact of AI on personalization, and The value of in-person events for networking and idea exchange. RELATED LINKS: Learn more about Heinz Marketing. Connect with Matt Heinz here . Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
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B2B Marketing Exchange
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We're constantly hearing about the importance of storytelling in B2B, but Kate DiLeo, a brand strategist specializing in brand positioning and messaging, wants marketers to stop telling stories. Kate joins host Klaudia Tirico on the podcast today to dive into the importance of authenticity and conversation over storytelling, using her proprietary method to teach organizations how to write compelling brand pitches. She's going to take the B2BMX stage in Scottsdale this year to host a workshop that digs deeper into her "brand trifecta" methodology and focuses on the difference between storytelling and conversation in brand messaging. Don't miss this lively conversation to get a sneak peak into what to expect at B2BMX this year, plus learn: Why brand is the path of least resistance to revenue and should involve the CEO, heads of sales, and marketing; How to communicate a clear promise to solve a problem and differentiate from competitors; How companies like Go Nimbly simplified their messaging from generic to more direct and engaging; and The importance of solidifying a brand's tone of voice and personality to make it authentic and consistent. RELATED LINKS: Learn more about Kate DiLeo here. Connect with Kate on LinkedIn. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
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B2B Marketing Exchange
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1 Award-Winning AI Strategist Shares A Practical Blueprint For AI-Powered Team Success 29:37
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좋아요29:37![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
As AI continues to make waves in B2B, we have to remember the true competitive advantage lies in how we leverage the technology itself to enhance the human experience. In this episode, you’ll hear from Daniel Englebretson, an award-winning AI Strategist, who will unveil a practical blueprint for empowering your B2B marketing team to orchestrate human-centric experiences. Daniel will discuss how to develop and implement an AI toolkit that empowers your entire team to achieve 100x productivity gains while delivering personalized, impactful marketing that resonates with your audience and aligns seamlessly with sales. Get ready to walk away with: New intelligence signals and insights for your next marketing campaigns; A clear blueprint for accelerated AI adoption in your B2B marketing efforts; Techniques for developing a team-wide AI toolkit; and Strategies for maintaining the human touch in an AI-enhanced world. RELATED LINKS: Connect with Daniel Englebretson here . Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
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B2B Marketing Exchange
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1 How Cisco Re-imagined Its Demand Strategy To Maximize ROI 36:48
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좋아요36:48![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
In this episode of the B2BMX Podcast, you’ll get a glimpse into the work of Britney Bartlett, VP of Global Field Marketing for Cisco. Cisco competes in highly competitive and complex markets, providing customers with solutions to their most critical technology issues, but the way B2B customers research, evaluate and purchase technology has exponentially changed in recent years. In response, Cisco needed to modernize its marketing engine to drive growth, and had to shift from scale-based to account-based marketing to strike a balance between targeting its most valuable customers and ensuring they invested in the most effective marketing levers to drive demand. Britney took the stage in Alpharetta to share firsthand strategies, techniques, lessons and even cautionary tales of the company’s journey toward a successful account-based model. You will hear about: How Cisco achieved its goals, resolved roadblocks and learned from challenges; The impact its marketing evolution had on Cisco’s teams and its alignment with sales; A great example of how a truly integrated customer-centric approach produced one of Cisco’s most significant opportunities. RELATED LINKS: Learn more about Cisco here. Connect with Britney Bartlett. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
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B2B Marketing Exchange
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1 A Lesson In Behavioral Science & How To Apply It To B2B Marketing 43:06
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좋아요43:06![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
We’re kicking it back to Alpharetta, GA this week to replay a unique keynote from B2BMX East. Tune in now for an introduction to Behavioral Science, the study of how humans really make decisions, courtesy of Shirin Oreizy, Founder & CEO of Next Step. During this keynote, Shirin shares Behavioral Science principles every B2B marketer should know, as well as real-world examples of how Behavioral Science is applied to B2B marketing challenges — from increasing adoption with new customers to increasing the lifetime value of existing customers. Plus, hear from Shirin herself during an interview she had with co-host Kelly Lindenau on the show floor at B2BMX East! RELATED LINKS: Learn more about Next Step. Connect with Shirin Oreizy here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
There are a lot of questions surrounding modern ABM. Specifically: How can we cover more accounts and how can we use AI to accelerate the process? Momentum ITSMA’s Rob Leavitt took the B2BMX East stage to uncover FAQs that will separate winners and losers in the world of pervasive ABM and AI, including: Which campaigns should we run and for which accounts? How can we unleash creativity to break through the noise that AI is amplifying at an exponential rate? How can we humanize engagement amid the AI-ization of both buying and selling? Tune in now to hear about the best ways to define and sharpen campaign focus, the best ways to leverage AI to enable real creativity in campaign messaging and content, and new ways to break through the fast-growing use of AI on the buy side. RELATED LINKS: Learn more about Momentum ITSMA. Connect with Rob Leavitt here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
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B2B Marketing Exchange
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As budgets shrink, the pressure on marketers is greater than ever before. Meanwhile, CMOs are now expected to evidence how they are driving higher-quality pipeline, accelerate conversion to closed revenue, lower the cost of acquisition, increase average deal size, and secure long-term customer renewals. So how do marketers “do more with less?” With the customer now in control, marketers need to rapidly adjust to the customer journey, making this day and age a prime time for ABM. With that said, tune into this episode of the B2BMX Podcast, where we replay a highly rated session from Clare Noble and Michael Taylor of Agent3 and Gemma Davies of ServiceNow, as they will explore topics such as: How to not lose sight and, and consequently impact, of ABM when scaled; How to avoid scaled ABM programs just being a rehash of marketing generating MQLs that sales reject; How to look at the role of automation and AI; and the opportunities and pitfalls of both; How to better align sales and marketing to improve program efficiency without compromising effectiveness.…
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B2B Marketing Exchange
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At B2BMX East in Alpharetta, GA, host Klaudia Tirico sat down with Claire Noble and Michael Taylor of Agent3, and Gemma Davies of Service Now to discuss common challenges and pressures on modern marketers and the importance of scaling ABM programs while focusing on top priority accounts. In this episode, the conversation spotlights a variety of key points, including: The increasing pressure on marketers due to ROI expectations; The need for ABM to evolve with customer relevance; and The challenge of scaling ABM with reduced budgets. Claire emphasized the importance of precision principles at scale, while Michael highlighted the need to leverage technology and data. Gemma stressed the necessity of customer immersion and alignment, providing actionable insights for CMOs and underscoring the value of agency partnerships in enhancing ABM strategies. Tune in to this week's episode to learn more! RELATED LINKS: Learn more about Agent3 here. Learn more about ServiceNow here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
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B2B Marketing Exchange
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1 The Important Role Of Empathy In Marketing Strategy & Messaging 50:40
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Research shows that 90% of consumers expect brands to display empathy with them through the brand’s messaging, while 97% of customers say empathy is the most important element in customer engagement. So why is empathy still widely perceived as a soft skill rather than the superpower that it is and the role it plays in creating successful brands? Rob Volpe of Ignite 360 took the stage at B2BMX East in Alpharetta, GA to demystify empathy and clear up the misconceptions which can lead to mistakes in marketing strategy and messaging. In this special episode, host Klaudia Tirico sat down with Rob an hour before his presentation to dive into the topic of empathy in marketing. Plus, don't miss Rob's entire presentation immediately after the interview to learn: The misconceptions about what empathy is and is not; How the use of empathy is a strength in marketing and branding; How to overcome common barriers to be empathetic with customer segments; Practical application tips and examples for empathetic brand engagement; and The tools needed to build your empathy “muscles.” RELATED LINKS: Connect with Rob Volpe on LinkedIn; Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
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B2B Marketing Exchange
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1 How Content & SEO Strategy Can Turn Your Website Into A Lead Gen Machine 28:28
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좋아요28:28![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
Want the secret sauce for diversifying lead gen sources and using digital content to generate warmer, low-cost leads? Don’t miss this session replay on today’s episode to hear how WIKA USA partnered with EVGMedia to write content using longer-tail, higher-converting search terms, generate leads via website and blog form fills, and boost overall website traffic. In this session replay from B2BMX East in Alpharetta, GA., WIKA's Director of Marketing, Jessica Woodside, and EVGMedia's Director of Audience Development, Laura Lee, will uncover how to: Develop a winning SEO strategy Focus on optimizing content with low search rankings Increase the number of Google featured snippets via content editing and more Develop your own internal linking strategy to keep users on your site and engaged Measure success with meaningful metrics. RELATED LINKS: Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
B2BMX is all about bringing real practitioners together to talk through real challenges and share solutions to real problems and industry trends. Today's guest, Christine Elliott, is an industry veteran who has been part of the B2BMX community since 2012! She took the stage at B2BMX East in Alpharetta, GA, to share her career journey and highlight her work in content strategy and marketing. Most recently she played a pivotal role in helping EY's tax practice create a differentiated narrative that could connect its services to client issues. Our hosts sat down with Christine after her session to discuss the power of content curation and why even the biggest brands must work hard to connect with clients in a meaningful way. The trio dove into topics such as: How to shift from brand-heavy strategies to creating narratives; Various challenges and success of a successful EY campaign that was built with "spit and duct tape;" The importance of content strategy in driving demand and generating leads; Why a "less is more" approach can generate greater engagement; and The need to experiment with different content formats. Tune in now for a lively conversation about all things content! RELATED LINKS: Connect with Christine Elliott on LinkedIn; Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
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B2B Marketing Exchange
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1 Strategies For Successfully Mastering Revenue-Driven ABM 35:52
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좋아요35:52![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
You heard our conversation with Nadia Davis of PayIt from the show floor at B2BMX East in Alpharetta, GA last week; now it’s time to dive deeper into the topic of revenue-driven ABM with a replay of her highly rated keynote. Many companies enthusiastically dive into ABM, only to face disappointing results and wasted resources. In this session, Nadia delves into the strategies for executing ABM correctly, ensuring buy-in and participation across the business. She’ll also spotlight six key tactics that will make any revenue or demand gen marketer an ABM hero. Get the scoop on how you can transform any ABM approach into a revenue-generating powerhouse that delivers measurable results and drives sustainable growth for your business. Tune in now to learn how to: Create a business-centric ABM strategy and implementation design for the executive buy-in Report, track and attribute to show measurable results and tangible ROI Get sales buy-in, enablement and training: Making the sales team the biggest advocates and champions of ABM. RELATED LINKS: Connect with Nadia Davis here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Register for B2BMX West and get 15% off by using the code: MXPOD15 Follow us on LinkedIn and X.…
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B2B Marketing Exchange
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1 Building A Strong Operational Base For Effective Account-Based Marketing 21:41
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좋아요21:41![icon](https://imagehost.player.fm/icons/general/red-pin.svg)
Nadia Davis is the Senior Director of Revenue Marketing and Marketing Operations at PayIt, a government tech SaaS company serving 100 million people across the U.S. and Canada. During her conversation with co-host Klaudia Tirico on the show floor at B2B Marketing Exchange East in Alpharetta, GA, Davis discussed the challenges and strategies for implementing a successful Account-Based Marketing (ABM) program. Specifically, Davis highlighted the importance of operations in ABM success, noting that many organizations underestimate this aspect. She also emphasized the need for alignment across the go-to-market (GTM) team, effective training of BDRs, and the critical role of data attribution. Davis also cautioned against over-reliance on AI for sentiment analysis, stressing the need for a robust technical foundation for ABM. Tune in town to uncover: Challenges in implementing ABM strategies; Gaps between marketing and sales in ABM initiatives; The importance of a business-centric ABM strategy; How to communicate the value of ABM to stakeholders; Methods for reporting and tracking ABM; Tips for training sales team for ABM; and The future of ABM and the role of AI. RELATED LINKS: Connect with Nadia Davis here. Learn more about the upcoming B2B Marketing Exchange West in Scottsdale, Ariz. Follow us on LinkedIn and X.…
The final episode of our milestone Season 10 is here, and we're closing out with a top-rated panel discussion from B2BMX West in Scottsdale this past February. Today, you'll hear from experts and marketing practitioners, who took the stage to dive into recent research on the state of demand generation. Digitalzone surveyed 1,500 B2B marketers from around the world to better understand the modern B2B marketer and the state of the demand gen industry. This research uncovered new and emerging industry trends and helped establish some new benchmarks for 2024 and beyond. This panel of experts from G-P and Indeed will dive into the key insights from this research and discuss how these market trends are impacting their own organizations. They'll also explore questions such as: What demand gen strategies are working? How do you delineate brand and demand? How are marketers interacting with third-party vendors? How are marketers using data to enhance demand gen strategies? How are marketers measuring and evaluating ROI of demand gen tactics? Tune in for the finale today and be sure to subscribe to the podcast so you don't miss our Season 11 kick off! RELATED LINKS: Our B2BMX West event is coming soon! Sign up for updates here. Follow us on LinkedIn and X.…
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