B2B Nation

There has been a lot of attention on the healthcare industry over the past two and a half years, and it hasn’t all come from consumers and the news media. Healthcare is more complicated than it was 20 or 30 years ago. There are more specialists involved in care, more facilities, and more data. That’s one reason why healthcare is a popular area for technology companies that want to help the market...

People don’t remove their B2C hats when they’re researching products in their business life. That’s why B2B marketers are often reminded that some of the tactics and platforms that have the “B2C” label deserve a look in B2B marketing. It’s all marketing to people, after all.  But B2B purchases are still made by a committee of people, each with their own preferences around content and their ow...

Content marketing is more than distributing thought leadership and offering eBook downloads to attract leads. Your organization’s content can continue to serve your revenue organization (and your customers) as they interact with your sales and customer success teams. But your content can’t serve anyone if your team doesn’t know where to find it or can’t be reasonably sure it’s up to date and on-br...

Content marketing is one of the most popular and effective marketing tactics in B2B, but has the content evolved to keep up with the audiences? Experiences and interactivity are more commonly found in B2C marketing efforts where the audience is large and the resources are often more plentiful than in the B2B space. It’s simply difficult to justify the cost of the developers and designers needed to...

Online quizzes and product builders seemed to find a home on the Internet the week after it was invented. And while you might joke about the answer you received when you took that quiz about the type of superhero you would be or the pet dinosaur you should own, you’re generating real data when you answer those questions. Data generated on a company’s website and then used by that company is called...

How well do you understand the content you have and the gaps that exist in your content strategy? Creating content at scale requires a level of visibility that many editorial organizations struggle to achieve and which many B2B marketing organizations can’t even imagine. Jeff Coyle is the co-founder and Chief Strategy Officer at MarketMuse , which built a platform that uses AI to help build out a...

Scaling B2B content creation remains a significant challenge for many companies. The demand for content assets, including papers, videos, and articles for marketing, the website, sales outreach, and more never seems to end. With the right mix of in-house resources, reliable partners and freelancers, and clever strategies, B2B vendors can scale their content creation to help meet the demand. But th...

Many organizations are putting Revenue Operations roles in place and growing the role into an entire team. But confusion around the RevOps role, the functions it performs, and where it goes as the revenue team matures continue to be an issue at many organizations.  Revenue Operations is not the same as a Salesforce Admin, but in-depth knowledge of your organization’s CRM is vital to the role....

Software developers are the builders in their organizations, and like a lot of builders, they feel strongly about their tools. You can’t market to software developers the way you market to senior business leaders.  Developers are more hands-on. They like to try before they buy. And marketing to software developers often means taking a bottom-up approach to selling your tech. Get your tools in...

How are we going to develop the next generation of female revenue leaders? It’s a complicated question because the lack of women in revenue leadership roles today makes it hard to develop leaders for tomorrow. Women are sorely underrepresented in leadership roles. And that’s as true of revenue teams as it is elsewhere in many organizations. Women in Sales Everywhere (WISE) developed out of a passi...

How to Make the Transition from Lead Gen to Demand Gen Moving your marketing from a lead generation strategy built on MQLs to a demand generation strategy built on revenue and pipeline is often discussed in B2B marketing circles. But if you’re making the transition, it needs to go deeper than the label. Among the challenges you’ll face in the process are communicating the benefits of demand gen to...

Whether you call it organic marketing or inbound marketing, strategies that bring prospects to your brand in search of a solution to their problem stand in contrast to outbound strategies that are usually more costly.  As B2B marketers pivot from lead generation to demand generation, organic and inbound tactics are gaining traction once again. Creating content that demonstrates your company’s...

Maura Rivera is the CMO of Qualified, a conversational marketing vendor that infuses Salesforce data into chat to give the sales team a better idea of who is visiting their website. In this episode of B2B Nation, we talk to Maura about marketing in a space with a dominant brand, B2B marketing tactics she’s re-examined over the past two years, and why conversational marketing goes beyond chatbots.

In this episode of B2B Nation, we talk to Michael Sciano, Sr. Customer Marketing Manager at Airship, about how customer marketing is evolving from formulaic PDF case studies to a customer advocacy strategy that creates fans and eventually a community around your product.

 On this episode of B2B Nation, we talk to Patrick Quinn of BigCommerce about how to design and launch an influencer marketing campaign for your brand. For decades, businesses hired famous people like actors and athletes to work as the face of their brand and influence their target markets. It was largely a one-way relationship because that’s how the media worked at the time. Influencer marke...

In this episode of B2B Nation, we’re talking to Dana Freker Doody about growing online communities, measuring their effectiveness, and what her journey from journalism to B2B marketing taught her along the way. Dana Freker Doody is the VP, Marketing and Communications, at Juno, an online platform that helps turn an audience into a community.

In this episode of B2B Nation, we talk to Valerie Smyk, chief revenue officer of Kangaroo Rewards, about how businesses of all sizes and industries can use loyalty and rewards to grow their business. We’ll be discussing how loyalty programs can help your business improve brand affinity, increase average deal size, incentivize customer referrals, and more. Episode Guide 2:00: How difficult is it to...

In this episode of B2B Nation, we talk to Tucker Stoffers of Divvy about how his team markets its fintech solutions and how B2B marketing for people in finance roles differs from tech roles. Episode Guide 2:40: The challenges and opportunities of marketing in the B2B space. 3:51: “People just don’t bank the way they did 10 or 20 years ago.” 5:36: Which channels, tactics, and messages are resonatin...

The “Great Resignation” has everyone talking about career goals, skills development, and job opportunities. With so many people moving around within industries or moving from one career path to another, there’s a lot of demand for skills training, which, like everything else these days, is increasingly taking place online. Brian Finnerty is the VP of Marketing at Udacity , a company that focuses o...

In this episode of B2B Nation, Nathan Burke, CMO of cybersecurity vendor Axonius, shares with us the five ways he thinks B2B lead generation has changed in the past decade, what his company is doing to keep pace with the changes, his marketing challenges, and more. Learn more about TechnologyAdvice: solutions.technologyadvice.com/solutions-overview/ Sign up for our newsletter: solutions.technology...

In this episode of B2B Nation, we explore the experiences of women in the technology industry with Jamie Porter, senior director of marketing at MNJ Technologies. We’ll discuss Jamie’s experience in the tech sector and how she works to help other women achieve success as well. Among the topics we cover are coaching and mentorship as well as the roles women in tech seem to actively seek out versus...

In this episode of B2B Nation, we’re talking to Eric Dates, Director of Growth Marketing at Ncontracts, about how marketers can influence the dark funnel and dark social conversations, coming to grips with not being able to see and measure everything we do, the impact of LinkedIn on the B2B marketing community, and more. Episode Guide 1:26: Messaging for complex topics in a world of text skimmers...

James Stanton is the Vice President of Marketing at Empyrean, an HR tech vendor. For James, moving beyond the MQL means looking at prospects through the lens of “opportunities,” which sounds a lot more aligned with how B2B works but does present some challenges of its own. In this episode of B2B Nation, we’re talking to James about MQLs, his company’s experience outsourcing practically all of its...

In this episode of B2B Nation, we talk to David Melendrez, an account manager at AMD, who manages the relationship between AMD and one of its biggest and most strategic partners: Dell. David’s job at AMD is to make sure the Dell team has all of the knowledge and tools it needs to grow market share and nurture the relationship between the companies. In our discussion, we talked about the unique nat...

In this episode of B2B Nation, we’re talking to Wayne Bulsiewicz of Simplus, an Infosys company that helps its customers get more out of their Salesforce deployments. Wayne and the Simplus team are growing their content strategy by creating marketing Centers of Excellence around the specific industries that Simplus targets.  Episode Guide 2:03: How do you define “experiential marketing,” and...