B2B Marketing Exchange

For some, marketing is all about leads, leads and more leads. But according to industry veteran Sangram Vajre, Co-founder and CEO of the new go-to-market analyst firm GTM Partners , it’s possible to double revenue every five years without adding new customers — it all rests in how companies go to market.  During this episode of the #B2BMX podcast, Hosts Klaudia Tirico and Kelly Lindenau chat with...

Successful B2B content is all about its intended audience. Think of it as a fancy cocktail party: If you only talk about yourself, everyone will bail out! Mixing audience-centric content with proven tools and strategies gets everyone's attention without breaking the bank. In this episode, we hear a conversation between our host, Kelly Lindenau, and Alexis Carroll, a Sr. Content Strategist at the B...

Many businesses believe ABM requires complex technology systems and strategies, but the team at Southwest Airlines begs to differ. They kept it simple to get more business travelers flying by focusing on engagement and revenue, and achieved outstanding results in the process: The promotion led to an impressive 22% increase in incremental revenue from a single account! In this episode, we look back...

Most B2B marketers are seeking new ways to create more integrated and comprehensive strategies to help them reach the right accounts across multiple channels. And while it can be daunting to try and craft a practical multichannel approach, it doesn’t have to be intimidating.  In this episode, we hear a conversation between Host Kelly Lindenau and Megan Wolfe, VP of Portfolio, ABM, Alliances and Ca...

In the B2B world, disruption is inevitable. However, how companies respond to these disruptions is what sets them apart. As the world becomes more complex, CMOs face new challenges and must rise to the occasion with innovative solutions. In this episode, we listen to an intriguing panel held during our last B2B Marketing Exchange in Arizona. The panel included: Karen Steele, CMO of Sendoso ; Natal...

In today's world of digital-first strategies, applying AI to your marketing efforts may be just what you've been looking for. But as AI technology is becoming increasingly accessible, it's important to approach its implementation thoughtfully and strategically.  In this episode, we listen to Pam Didner, global content marketing strategist, speaker and author, share insights, practical tips and bes...

Sure, ChatGPT is innovative — but what does it mean for humans? Will content marketers be replaced? Or will AI enable them to do their job better and faster?  In this episode, Hosts Klaudia Tirico and Kelly Lindenau focused on AI and its role in helping build a more intelligent content stack through automation and analytics. They replayed a #B2BMX session from Forrester’s Phyllis Davidson, where s...

In today's competitive marketplace, you need to stand out from the crowd and connect with potential clients in new and exciting ways. For Aleksandra Panyukhina, Experience Marketing Lead at Pixelz , this is where creativity comes in. By breaking the mold and taking a fresh approach to messaging, you can differentiate yourself in a crowded landscape and make an impact on your target audience. In th...

While ABM is a powerful way to target and engage with specific audiences, there isn’t one singular path to success. Forrester research shows ABM practitioners fall under five distinct “tribes,” each with their own approach, challenges and successes.  In this episode, we listen in on a recent session presented at B2BMX by Matt Steffen, Senior Analyst at Forrester, as he explored these ABM tribes an...

Data, technology and content have become the cornerstones of modern marketing — and they work together to create powerful campaigns that connect with customers on a deeper level, drive more meaningful engagement and generate better conversions. Kyall Mai, SVP and Chief Innovation Officer at Esquire Bank , experienced this infusion firsthand when the bank leveraged those pillars to fuel a hyper-per...

Looking forward to our eighth installment of the B2BMX podcast? Us too! So much so that we decided to spin things up on the show floor at our latest B2BMX event in Scottsdale, Ariz.  At our recording booth on the show floor, we brought a delightful little wheel for the attendees and guests to spin. The wheel contained a mix of business inquiries and lighthearted questions. We may or may not have s...

It's the dream that marketers and salespeople have been chasing since long before they were given those titles: Perfect alignment between marketing and sales. Achieving this kind of synergy is especially critical for B2B organizations, where deep interactions are required to close deals with large customers. But here’s the good news: It’s not impossible! In this episode, we take a look back at the...

The concept of “value creation” is growing in popularity as brands look to improve business performance and maximize customer value. For Michael Ruby, President and Chief Creative Officer at Park & Battery, value creation better positions businesses to differentiate their offerings from those of competitors, increase customer loyalty and satisfaction and improve the overall profitability of th...

In today's marketing landscape, no one wants to feel spammed or bombarded with ads, which is something marketers traditionally struggled with when trying to advertise their solutions. According to Daniel Englebretson, Founder and Chief Customer Officer at Khronos, leveraging ABM and personalization strategies can help marketers ensure they are delivering valuable information rather than just adver...

Modern B2B marketers can captivate their customers and amplify their campaigns with state-of-the-art experiences, utilizing everything from interactive 3D billboards to augmented reality shopping. David Morris, an Experiential Consultant with NYCAP3D, is helping educate B2B leaders on how Web3 integrations and photogrammetry – the science and tech of making measurements from photographs – are exci...

Sometimes, a shared passion is all you need to create a spark that can fuel ongoing training and education within a growing B2B company. Tabitha Adams, Director of Performance Marketing, Analytics and Technology for the global consulting firm Slalom, used the power of the wizarding world to build fellowship and community at the company. In this episode, we chat with Tabitha about her experience cr...

Revenue leaders know that having an effective go-to-market strategy is critical for the success of their business. But the number one challenge many organizations face is achieving scalability—how can you "do more with less?"  In this episode, we look back at another 2022 B2B Sales & Marketing Exchange session hosted by Lisa Sharapata, former CMO of BoostUp.ai! Lisa offered amazing insights an...

Account-based advertising has been a staple of ABM platforms. However, with the loss of third-party cookies, increasing expenses and difficulty demonstrating tangible value, its future can seem a bit murky — to say the least. In this episode, we’re looking back at another session from the 2022 B2B Marketing Exchange presented by John Arnold, Principal Analyst at Forrester, who discussed how the ta...

Co-hosts Klaudia Tirico and Kelly Lindenau are kicking off the new year with a welcome blast from the #B2BSMX past! We are throwing it back to Mason Cosby, Director of Growth at Gravity Global, as he discussed why modern CMOs are shifting to a revenue flywheel approach when tasked with building a sustainable growth strategy. During his session, Cosby covered the key components of the revenue flywh...

Much like the spirits who brought Ebeneezer Scrooge back through time, co-hosts Klaudia Tirico and Kelly Lindenau are doing the same for the B2B marketing community — just in a nicer, more educational way.  Episode nine of the #B2BMX podcast takes listeners through a year in review, as Klaudia and Kelly revisit the best sessions and trendiest topics from the 2022 #B2BMX series. With insights from...

In the latest episode of the B2BMX Podcast, we’re going back to Boston to join Tracey Barber, VP of Marketing at digital experience agency Verndale, as she shares how to combine multiple marketing strategies — including intent-based prospecting, buyer’s journey optimization, personalization, product recommendations and client and partner outreach — to maximize revenue. You'll learn the various too...

Up next, co-hosts Klaudia Tirico and Kelly Lindenau present four strong female VPs and CEOs, who took the stage during B2BSMX in Boston to share everything they know about how to build a solid roadmap for channel leaders. Marketers know that creating a channel is a profitable route to success, but without a real plan, achieving success is a long and winding road.    Luckily, these ladies share som...

Let’s all close our eyes and pretend we are back at B2BSMX in Boston on a beautiful August day listening to Jeff Marcoux deliver an incredible session. It’s time to open your eyes and press play because co-hosts Klaudia Tirico and Kelly Lindenau are here to make that vision a reality.    On this week’s episode of the B2BMX podcast, Marcoux tackles how to transform your marketing on both a strategi...

What’s better than one female marketing leader… try FOUR powerhouse female marketing leaders! FullStory’s Jennifer Leaver, Reachdesk’s Amber Bogie, Gong’s Corrina Owens and 6senses’ Jess Gondolfo ignited the #B2BSMX stage in Boston during their panel, where they put ABX at the forefront of everyone’s minds. Co-hosts Klaudia Tirico and Kelly Lindenau cannot contain their excitement in sharing this...

Here’s a flashback from the B2BMX stage in Boston, where Randy Frisch discussed why mapping content through the buyer and customer journey closes more deals. If you missed out on this live session, don’t worry, co-hosts Klaudia Tirico and Kelly Lindenau got you covered! Uberflip’s Randy Frisch walks marketers through how to avoid the go-to-market trap. Here are his three simple steps to follow: Id...