B2B Marketing Exchange

In this special season 11 finale, host Klaudia Tirico sits down with Lindsay Tjepkema, founder of Human Brands Win and keynote speaker at the upcoming B2B Marketing Exchange West. During the chat, Lindsay discusses her 20+ years in B2B marketing and the importance of mindset in brand success. Specifically, she spotlights her "B.R.A.V.E." framework, and the importance for alignment with brand value...

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...

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...

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 compell...

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 t...

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, Cisc...

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 Behaviora...

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...

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...

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 m...

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 Eas...

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...

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 r...

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...

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 (AB...

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 B...

The traditional boundaries of demand generation and account-based marketing are blurring, and the need for a more integrated and strategic approach to driving growth in the B2B landscape is apparent.  In this episode, you'll hear from Wes Lieser, VP of Demand Generation & Marketing Search at Versique; Sam Nohava, VP of Global Marketing - Manufacturing & Logistics Service Providers for Blue...

Research shows that companies that have leading digital and AI capabilities outperform laggards by two to six times on total shareholder returns (TSR) across every sector analyzed.  As CMO of Lookout, a mobile and cloud security company, Deb Wolf was challenged to explore the application of AI within her organization. Recognizing its potential to enhance productivity and speed up time to customer...

In today’s AI-driven B2B environment, the true competitive advantage lies not in the technology itself but in how it’s leveraged to help marketers enhance the human experience.  In this episode, Klaudia and Kelly sit down with Daniel Englebretson, AI Strategist and creator of the “Rule of 100” framework, where he revealed a practical blueprint for empowering B2B marketing teams to orchestrate high...

If you've spent hours looking at a stuck pipeline with the thought: "How can us as marketers do more to help accelerate this," this new episode of the B2BMX Podcast is for you. We're going back to Scottsdale to replay a session from our friends at Nexthink, titled: "The Golden Ticket: How To Build A Pipeline Acceleration Campaign." Tune in if you have that "win and lose as a team" mentality and wa...

The buying experience in B2B has and continues to change dramatically. Buyers are now more informed and demanding than ever before, and they expect a personalized and seamless experience from start to finish. In this episode of the B2BMX Podcast, you’ll hear from ex-Googler and current VP of Revenue Marketing for DigitalOcean Steve Armenti. He took the B2BMX stage in Scottsdale earlier this year t...

Account-Based Marketing has been a staple in B2B for quite some time. Yet, the practice feels newer than ever as the industry evolves. But Mason Cosby, Founder of Scrappy ABM, argues that ABM innovation has yet to reach its peak, and we're still in the early, "buzzword days," as studies show that 94% of B2B marketers are building ABM programs despite challenges in understanding what it actually me...

To build strong relationships with existing customers, research shows 84% of B2B marketers are relying on content marketing. With modern customers demanding personalization, relevance and value in every post-sale interaction, even the savviest marketers struggle with developing long-term relationship-building strategies and demonstrating the ROI of retention-focused content. It's all about creatin...

There's a lot of talk around intent data and ABM, but not nearly enough real examples on how to use it. But OpenSesame’s Director of Growth Marketing, Sarah Sehgal, is here to save the day. Her session at B2BMX in Scottsdale was chock full of insights to help marketers demystify intent data and transform it from a catchy concept into a toolbox of tactical strategies.  In just 30 minutes, Sehgal sh...

All this talk about intent data is enough to get every marketer’s head spinning. There’s a lot to process and understand, and not enough expert commentary about how to put it into action… until now.  In this episode, OpenSesame’s Director of Growth Marketing, Sarah Sehgal, sat down with co-host Kelly Lindenau on the show floor at B2BMX in Scottsdale to discuss the importance of understanding diffe...