B2B Marketing Exchange

We love having our friends at Corporate Visions speak at our B2BMX events because not only do they show us how to break through the status quo, they give us a science lesson that applies to our jobs as marketers.    During her keynote at #B2BSMX in August, Leslie Talbot, SVP of Marketing at Corporate Visions, dug deep into how to: Disrupt and dislodge your prospects’ status quo vendor to win new b...

We are back with another episode of the B2BMX podcast, starring Terminus’ Natalie Cunningham who took the stage at #B2BSMX in Boston just a few months ago! Co-hosts Klaudia Tirico and Kelly Lindenau can’t wait to share this session with the audience, as it’s one for the books. Cunningham enforces the idea of shifting time and resources to a proactive and strategic account centric GTM motion. It is...

What better way to kick off Season 7 than with an exclusive interview from the B2B Sales & Marketing Exchange in Boston!? Co-host Kelly Lindenau sat down with Brooke Sellas, Founder & CEO of B Squared Media, who put on an amazing session at the event and was kind enough to share even more insights with our audience.   It's safe to say Sellas did not disappoint: She shared an abundance of t...

Welcome to our Season 6 finale episode! Co-host Klaudia Tirico is coming to you live from last week’s B2B Sales and Marketing Exchange show floor in Boston alongside FullSurge’s Mitch Duckler. The pair discuss Duckler’s new book titled, “The Indispensable Brand: Move from Invisible to Invaluable,” and the significance of constructing a successful brand strategy.   Marketers are so focused on best...

While Co-hosts Klaudia Tirico and Kelly Lindenau enjoy their last day at the B2BSMX event in Boston, let’s reminisce about B2BMX Next-Level ABM. Mckinsey & Company’s Julia McClatchy is the star of the show this week as she takes a deep dive into all thing’s hybrid selling. During this episode, McClatchy reveals key trends and shocking insights from the B2B Pulse and the Future Of Sales reports...

Co-host Kelly Lindenau of the B2BMX Podcast is here with Hunters’ Sarah Breathnach to discuss the latest demand gen trends and share a preview of her session at the upcoming B2B Sales & Marketing Exchange event in Boston. Her session, titled: “Hiring A Marketing Team To Do Lead Gen Is A Huge Mistake. Here’s Why…” is one you won’t want to miss!   Breathnach shares the six steps she took to buil...

Co-hosts Klaudia Tirico and Kelly Lindenau play back a noteworthy tape from # B2BMX : Next-Level ABM starring Rob Griffin and Thad Kahlow! The pair from Business Online discuss the three pillars that are essential for driving advanced ABM: Expertise, empathy and bold action . They explained how marketers tend to get lost in the complexities of ABM and data, so alignment is key to developing an ove...

Co-hosts Klaudia Tirico and Kelly Lindenau are back with a brand-new episode of the B2BMX Podcast with a keynote session all the way from our Next-Level ABM event in June. Forrester’s Terry Flaherty discusses some major insights into the process, systems and cultural issues with both MQLs and MQAs.  The ongoing debate between MQLs and MQAs continues and we’re here to get another perspective to sol...

The fish stinks from the head… If you have leaders in an organization who aren't facilitating encouraging team collaboration, intergenerational collaboration and inter-functional collaboration, then your organization is lacking.  Today’s episode of the #B2BMX podcast features host   Kelly Lindenau and Nancy A Shenker, CEO & Founder of theONswitch, as the pair provide a sneak peek into Shenker’...

Creating an environment where everyone feels included and is given the opportunity to contribute and participate is the very definition of DEI (Diversity, Equity, Inclusion). In this episode, co-hosts Klaudia Tirico and Kelly Lindenau introduce Natalie Gullatt, who spoke about diversity and inclusion during her session at #B2BMX back in February.  Gullatt discussed the future of DEI in business an...

Hopefully, B2BMX podcast fans are familiar with the show “Ted Lasso” because co-hosts Klaudia Tirico and Kelly Lindenau don’t want you to miss out on this iconic pop-cultural reference! We are back with a replay from the B2B Marketing Exchange in Scottsdale, where Juliet Randall of Salesforce covers everything from strategizing and engaging with customers to partnering with sales to act as one int...

To MQL, or not to MQL — that’s the question plaguing the industry as marketers are faced with varying reports concerning the future of leads. While some organizations claim the lead is dead, other folks aren’t so sure.  Host Kelly Lindenau sat down with Jon Russo, B2BFusion’s Founder and CMO, to discuss his take on the lead dilemma. Russo believes that, when adapted to modern B2B practices, MQLs a...

For several years, Forrester has forecasted that demand gen and ABM would ultimately intersect as demand marketers improve the precision of their efforts and ABM marketers seek to deliver personalized experiences to more contacts in high-value accounts.  With Forrester research showing that this convergence is accelerating, Host Klaudia Tirico takes listeners back to Forrester’s B2BMX session in S...

Spam isn’t just unwanted emails — it’s talking at people instead of with them. In the latest episode of the B2BMX podcast, Host Klaudia Tirico is bringing listeners back to the Scottsdale stage for Jon Miller’s keynote, “Unspam Your Brand: Account Intelligence For Smarter GTM.”    Throughout this episode, Miller will show you exactly how you can start using account intelligence to spot opportuniti...

It’s time to head back to the B2B Marketing Exchange in Scottsdale: No airplane ticket or pass needed. Hosts Klaudia Tirico and Kelly Lindenau are bringing listeners back to the #B2BMX stage to revisit “How Google Cloud & ServiceNow Meet Their Customers Where They Are With ABM,” featuring Folloze’s Ryan Yoo, Google Cloud’s Desiree Daniels and ServiceNow’s Carrie Feord.   Throughout their sessi...

We’re back with episode 5 to share the replay of Jennifer Leaver’s impressive session from B2BMX in Scottsdale, Ariz. Leaver is the Senior Global ABM Manager at Bazaarvoice who shared her secrets to launching an ABM program from the ground up and for scale to become a major strategic partner for the sales org.     ABM strategies are now going beyond the marketing mix to involve Sales, CS and PMK t...

We’re switching things up on today’s episode — no replays! Instead, our friends from Content4Demand, a boutique B2B content strategy and creative agency, are on the podcast to make a case for interactive content. Static PDFs are a thing of the past. In the digital-first world, interactive content is making waves for its ability to engage audiences in unique ways… and track that engagement to provi...

In the latest episode of the B2BMX Podcast, co-hosts Klaudia Tirico and Kelly Lindenau are taking folks back to B2BMX in Scottsdale, Ariz., where Forrester’s Amy Hawthorne shared 22 predictions, planning assumptions and survey insights for demand leaders in 2022.  B2B demand leaders must establish new foundations that meet these new expectations to help sustain pipeline momentum. Hawthorne took to...

Buyers feel like they are under attack from marketers’ constant emails and messaging, so they're essentially digging a moat for protection. They’re unsubscribing, deleting and ignoring anything that isn’t radically relevant to them. One of the things we have learned from history is that you cannot siege a moated castle head-on. Under difficult marketing circumstances, you do not take castles by fo...

If you missed B2BMX, then you can thank this podcast for spotlighting multiple exclusive sessions from the hottest event in Scottsdale, Ariz. Marketers from all over the country came together in February to share their knowledge, tactics and the tools needed to succeed in B2B marketing.  In our Season 6 kick-off episode, hosts Klaudia Tirico and Kelly Lindenau review key sessions and takeaways fro...

What makes audiences tick and click these days? In an overly saturated, digital-first world, generic, long-form content simply won't cut it. It's time to think outside the box and truly get creative to debunk the myth that B2B is boring once and for all.    That's exactly what this panel of all stars discussed at B2BMX in Scottsdale last week. In this special edition episode, host Klaudia Tirico t...

*Forrest Gump voice* Demand Gen and ABM are like peas and carrots.   While the strategies were on separate journeys to support their own business goals, Forrester is forecasting that the two will become a converged ecosystem as demand gen and ABM marketers refine their goals and realize the overlapping nature.     For this week’s episode of the #B2BMX podcast, we’re replaying Steve Casey’s session...

“To hybrid, or not to hybrid?” -Hamlet in 2022, probably.    Event marketing underwent an impressive evolution over the past couple of years, especially as the repercussions of the Covid-19 pandemic forced marketers to rethink the medium and adapt it to the digital world. As in-person events start to return — hello, B2B Marketing Exchange! — organizations are struggling to determine the most succe...

Content is a critical part of marketing, as compelling, informative assets help generate more interest in a brand and drive more leads down the sales pipeline. But the content creation process is still hindered by lack of interdepartmental communication between sales and marketing.   When Pam Didner takes the #B2BMX stage in just two short weeks, she’ll focus on two key components of content: “How...

*Jan Brady voice* Content, content, content!   There’s no shortage of content ideas or delivery forms, but there is a shortage of buyers’ attention. As prospects and customers alike tune out the digital noise and grow more particular about the assets they interact with, marketers need to fundamentally realign their strategies to break through buyers’ wariness.    Jay Baer will take the keynote sta...