Digital Banter

This week we’re joined by Rai Hyde Cornell , founder of Cornell Content Marketing and former behavioral therapist, to explore how psychology — yes, real clinical frameworks — can radically reshape your content strategy.  Rai breaks down how the Stages of Change, the CBT Triangle, and her own ELITE Method help marketers go beyond the funnel and speak directly to a buyer’s thoughts, emotions, and be...

This week, we’re joined by Ishaan Shakunt, Founder of Spear Growth, to talk about what happens when buyers turn to ChatGPT instead of Google.  We break down how B2B marketers can stay visible in AI search results, rethink content strategy for LLMs, and start using AI as part of their SEO workflow. From early experiments to building a new approach, Ishaan shares where traditional SEO falls short an...

There’s a growing myth in B2B that ABM requires a mountain of tools, a massive team, and a complex orchestration layer to succeed. But what if the real key is simplicity?  In this episode, we’re joined by Isaac Ware, Director of Demand Gen at UserGems, to talk about how their signal-driven, two-channel ABM approach outperforms programs that are far more complicated.  We dig into what actually make...

The CMO job has never been harder – and most people are sugarcoating it. Economic pressure. AI disruption. Sky-high expectations with half the resources. On this episode of Digital Banter, Drew Neisser, Founder of CMO Huddles, joined us to get brutally honest about what CMOs (and marketer leaders in general) are facing today. From chasing quick wins without sacrificing long-term growth to integrat...

Everyone’s talking about ABM, but when it comes to measuring it, most teams are flying blind. In this episode, we sit down with Mason Cosby of Scrappy ABM to break down what actually matters when it comes to tracking success in account-based programs. Spoiler: it’s not about booking meetings off your awareness campaigns. We get into the biggest misconceptions around ABM measurement, how to make it...

Messy HubSpot data can wreck your paid media performance. Leads go missing, reporting is a nightmare, and ad dollars get wasted.  In this episode of Digital Banter, we're joined by Alexis Garrison to unpack real-life HubSpot horror stories, the costly mistakes companies make, and how to clean up your CRM for better tracking, smarter decisions, and stronger results.

Crafting messaging that stands out in today’s competitive landscape is essential for effective advertising. In this episode, we’ll walk you through the core elements of building compelling ad copy that speaks directly to your audience and drives results.  You’ll learn: 1) How to create clear, concise messaging for specific audiences 2) The power of aligning your strategic point of view with key di...

Join us on Digital Banter as we dive into the next phase of our campaign planning series: making great content for paid media. We’ll cover how to adapt and repurpose your existing content for ads, and explore the latest trends and strategies on LinkedIn, Google, Meta, and more.  What You’ll Learn: 1) How to transform your current content into effective paid ad campaigns. 2) The latest insights and...

In this episode, James and Andy tackle the crucial step of conducting a paid media content audit.  Learn how to audit your existing content, identify gaps, and ensure that your content fits your sales motion while being optimized for the right channels. What You’ll Learn: 1) How to keep your content clear, concise, and tailored for specific audiences. 2) Tips on categorizing your content to addres...

On this week's episode, James and Andy explore the crucial step of mastering audience research and segmentation.  Learn how to identify and target the right audience for your ad campaigns by understanding who they are, where they spend time, and their pain points.  Discover techniques for defining your Ideal Customer Profile (ICP) and buyer personas, finding out where your audience gathers in...

James and Andy unpack the importance of understanding business models, sales team dynamics, and the complexities of the customer journey to set aligned and realistic goals. What You’ll Learn: 1) How to set realistic goals and expectations for a successful paid media campaign. 2) How to tailor your approach based on your business and revenue model. 3) The impact of sales team structure on goal sett...

Most B2B marketers optimize landing pages for one thing: conversions. But what if that approach is actually hurting your results? In this episode of Digital Banter, Andy and James are joined by Tas Bober, founder of The Scroll Lab, for a fresh take on landing page strategy: optimizing for consumption rather than just conversion.

Effective product marketing can make running successful paid media campaigns a breeze. Unfortunately, in many organizations, these two teams don’t collaborate as they should. Demand gen teams often take messaging and positioning into their own hands. They test and iterate messaging based on performance, resulting in the original messaging and positioning looking nothing like the initial version. ...

Paid advertising isn’t for every brand.  Honestly, some brands are better off spending $50K at a trade show booth over $50K on LinkedIn. In this week’s episode of Digital Banter, it's only Andy & James. Talking ads. And we are going to answer some of your questions about what it takes to get a pilot campaign off the ground: Are we even ready to run ads as a business? How do I find the rig...

Marketing should own a revenue number—that's a mantra we've all heard before. It's an enticing idea, imagining marketing taking charge beyond just funneling leads to sales. Yet, putting this into practice is often a rarity. We as marketers come up with crazy excuses like “attribution is hard” or “the goal was to drive awareness”. This week on Digital Banter, we're thrilled to h...

Demos can be the lifeblood to generating pipeline and revenue, regardless of your GTM strategy. Prospects want to see the thing they’re about to buy in action, ensuring it’s the right fit for their needs. But not all demos are created equal. On this week’s episode of Digital Banter, we’re going to dive deep into the world of interactive demos with special guest Natalie Marcotullio, uncovering what...

We're finally starting to see an increase in humorous content in the B2B sphere. There's been a noticeable surge in entertaining content lately, which is like a breath of fresh air for all of us. However, while this trend is enjoyable, what's its actual impact? Does it drive revenue? Does it enhance brand recall? Does it improve product understanding and desirability? Or could this...

In this week's episode of Digital Banter, we're thrilled to have Ross Simmonds as our special guest. We're diving deep into the world of content creation and distribution, exploring a critical issue that often gets overlooked: the disconnect between content creation and effective distribution. Many brands invest significant resources in crafting top-notch content, meticulously resea...

The main source of conflict between sales and marketing often stems from the perception among salespeople that the sole responsibility of marketing is to support sales efforts. Whether you agree or disagree, what if this perspective is accurate?  As marketers, it's essential for us to drop our egos every once and awhile, and look at ourselves in the mirror. Whether it's crafting engaging...

So many times marketers craft the most amazing and creative campaigns, yet fall short in delivering the performance they seek because of one overlooked item: the landing pages.  That's why on this week's episode of Digital Banter, we're delving into the intricacies of paid media landing pages.  Joining us is special guest Tas Bober, who will walk through essential landing page frame...

Known for his Hot Takes (or perhaps we should say, Point of View), Anthony Pierri stands out as arguably the best hook writer on all of LinkedIn.  In this week's episode of Digital Banter LIVE, we're thrilled to welcome Anthony to the show as we delve into his thoughts on a subject where he confidently asserts a very strong stance: product positioning for early-stage startups.  Get ready...

Over the last 2 years private communities have blown up. With in-person events being dead for a short period, people turned to social media. And then, when social media couldn’t deliver, they turned to private communities. Now the question becomes, how do we take advantage of those communities? This week, we're thrilled to have Justin Levy on the show. Justin's extensive experience spans...

When people think of ABM, they often believe they need $200K in technology and an additional $200K in media spending. The good news is that this perception is completely inaccurate. In fact, you shouldn't invest a dime in either of these without a concrete strategy and a proof of concept. Join us this week as we invite Mason Cosby to the show. He will delve deep into how to initiate ABM and e...

n B2B land, influencer marketing is still a bit of a head-scratcher for most folks. Just like always, we're kinda slow to jump on the cool stuff we see happening in the D2C world.  We come up with excuses like our sales cycles are longer, it's hard to measure, it doesn't vibe with our brand, or some other random resistance to change. But guess what?  There are some B2B brands out th...

Trust is really hard to build when nobody knows who you are.  Why would some senior executive trust some random person or brand they don’t know?  They wouldn’t. And that’s why the Nearbound Playbook matters. Join us as we delve into the integration of nearbound into your marketing efforts, injecting partner insights into every facet of the customer journey. Discover how nearbound propels revenue g...