Value-driven Marketing

In this episode of the Value-Driven Marketing Podcast, I sit down with Angela Troccoli, global marketing executive and author of the upcoming book Signals, to unpack one of the biggest challenges marketing leaders face today: loss of focus. Angela shares why many teams fall into the trap of constant activity without clear direction, and how that erodes credibility across the organization. From mis...

Pricing is more than the price tag: it’s the one tactic companies have at hand that can have a direct impact on the bottom line. And price signals to your customers how your brand is positioned, and how you value your  product or service. In this episode of the Value-Driven Marketing Podcast, I’m speaking with Caroline Cookson, founder of Cookson Partners and pricing strategist, about how companie...

Why do some products immediately make sense to customers, while others struggle to land? Often, the problem isn’t the product, but the story customers already live in. In this episode of the Value-Driven Marketing Podcast, I speak with Aurelia from Innate Motion about how market research helps businesses uncover the deeper drivers behind decisions: hidden fears, motivations, identity, and the inte...

Expanding into the US can open the door to endless opportunities, but success requires the right mix of research, patience, and cultural understanding. In this episode of the Value-driven Marketing Podcast , host Elena Iordache-Stoica talks with Ted Kohnen , CEO and Co-founder of Park & Battery , a globally awarded B2B marketing agency helping brands turn intelligence into impact. Ted shares i...

Elena sits down with Rodger Jones and Bryan Forbes from Bader Rutter, North America's #1 B2B agency, to unpack what it really takes to succeed in the United States. Discover why direct, action-oriented communication is the norm, how silence in business conversations can be a double-edged sword, and why you need to think of the US as 50 different countries, not one monolithic market. You'll...

The UK is a unique market in many respects: it is attractive in its own right, has a tradition of international trade, and can serve as a springboard to other markets. But it’s also very competitive. To understand the inner workings of this market, how decisions in B2B are made, and how to navigate the specific British communication style and sometimes the humor, I’ve had the pleasure of speaking...

The United States is one of the most dynamic, diverse, and opportunity-rich markets in the world, but also one of the most complex to navigate. In this episode of the Value-driven Marketing Podcast , Elena talks with Chris Eifert , Managing Director, US, at Luxid Group , a global B2B marketing agency that helps brands connect creativity, data, and technology to drive growth. With over three decade...

Looking at expanding into Norway ? Wondering how to build trust and succeed in one of Europe’s most digital-savvy markets? In this episode of the Value-driven Marketing Podcast , Elena Iordache-Stoica speaks with Andreas Thue , Founder and Creative Director of Iteo, Norway’s top B2B marketing agency . With 25 years of experience and clients like IBM, Dell, Salesforce, and Emirates, Andreas explain...

Thinking about expanding into Germany? Before you make your move, you need to understand the culture, mindset, and business expectations that shape success in this market. Elena is joined by Dennis Güth , Chief Growth Officer at wob , one of the leading B2B agencies in the DACH region.  They delve into the cultural nuances, decision-making processes, and the importance of trust and localization. D...

Social selling is a term that is being thrown around a lot these days, but for most companies, it means sending automated connection requests over LinkedIn followed by “me, me” messages.  My guest Claudiu Jojatu, CEO and co-founder of Milk & Cookies Studio has a different take on what social selling done right looks like. For Claudiu, social selling with zero BS means doing high-quality networ...

Companies often look at outbound sales as a quick fix for bringing in revenue. But sales is not about charm, and revenue is not about luck. If your company doesn't have a revenue strategy in place that starts with understanding your customer needs, your competitors, defining the right pricing strategy and channels, you're most likely to end up complaining that outbound sales are "dead...

Paid media can be a great acquisition channel, but many B2B startups or SMEs start on the wrong foot. In this episode, I chat with Andrea Todorova and Niko Dovidija, co-founders of Diligent Studios, a B2B marketing agency specialized on strategy - first performance marketing. Tune in to learn: What are the top mistakes B2B startups and SMEs make when it comes to paid media and how to address them...

Stacey Danheiser, Founder and CMO of Shake Marketing joins episode #15 to talk about why many B2B marketers today lack credibility in front of their leadership team, and how they can turn this situation around and deliver more business impact. Stacey shares insights from her career of over 20 years as a marketing leader and strategist, talking about what leadership expects from marketing and how y...

Can you create a better experience for B2B buyers with website personalization? And if so, what are the different ways in which you can leverage web personalization to help your website visitors without being intrusive? How can you, as a B2B marketer get started, and what mistakes should you avoid on your website? In this episode, I talk about web personalization with Eric Melchor, Personalization...

B2B buying doesn’t happen overnight. It’s a sequence of events that impact a decision long before people reach out to your sales team. How well do you understand what triggers buyers to take action? What influences their decisions, what makes them trust you? Who ends up on their short list of vendors, and how do they make the final decision? If you don’t know how people make buying decisions, it w...

We need to change how we do marketing today because focusing purely on customer acquisition is becoming increasingly expensive, and it’s not sustainable long-term. Instead, we need to view marketing as a holistic way of growing a company throughout the entire customer journey: from acquisition to activation, retention, and expansion. But to get there, we need to challenge how most companies and le...

Confused prospects don’t buy. And when you are trying to say everything about your product or service all at once, you’re creating just that: confusion. This is where messaging strategy comes into play: it helps you identify the most essential things about your product or service and why that matters to your audience. So your company is remembered for the right things and cut through the noise. In...

Everyone seems to be talking about growth marketing, but what is growth marketing exactly, and what is not? If you’re interested in running growth experiments to learn faster what works in your marketing but fear you're not ready or that you're behind the curve, this episode is for you. I invited Katya Sivkova, Founder of Boom & Bloom, a growth advisory and growth consultant, to discuss how to...

If you're interested in learning about Go-To-Market strategies for B2B brands, this episode is for you. In episode #9 I sit down to discuss with Stefan Repin, fractional CMO and GTM Strategist, everything related to GTM and working with a fractional CMO. Play the episode to learn: When it’s the right time to hire a fractional CMO & the value one can bring What elements should you take into con...

I speak to Christopher Nault, founder of Growth Marketing Firm, a RevOps agency with offices in California and Florida. In this episode, we tackle: how to think of your marketing strategy to grow sustainably why you need a system of measurement in place to help you make informed decisions (and what tools he recommends) where to look to identify potholes in your strategy what is the minimum viable...

Companies that win in the long run focus on providing the best buying experience for their customers. But the way (many) B2B companies sell and do marketing today is disconnected from how buyers want to buy. Marketing is tasked with generating contact data for sales to close. Pressured to produce leads fast, marketing teams don’t have time to focus on building valuable, informative content and a g...

I meet with Cristina Șișcanu, Global MarCom Manager at DRUID AI, to discover their journey to becoming one of the fastest-growing AI startups in CEE and how they think about their marketing. Tune in to learn: What has fueled DRUID’s growth so far Their future growth plans and what marketing levers they’re pulling to get there Challenges and lessons learned from working in a fast-growing startup Cr...

How do grow long-term and bring value to your clients when dealing with a complex sales cycle? This is the main theme of episode #5. I dive deep together with Alexandra Mogin, Marketing Manager at TenForce, a Belgium-based enterprise software company in the EHSQ space. Here is what you’ll learn: Which channels & tactics bring the best ROI for TenForce How ABM helps TenForce align sales and mar...

In the 4th episode, I talk to Steffen Hedebrandt, co-founder and CMO of Dreamdata, about bringing client value with a data-driven mindset. Listen to the episode to learn: How long is the actual customer journey in B2B? What misconceptions do B2B marketers have around data and attribution? How do you “marry” what you can measure with things that are hard to track, to get a better understanding of w...

In this episode, I sit down to talk with Vukasin Vukosavljevic, Head of Growth at Lemlist. We discuss how Lemlist builds value for their clients, how they differentiate their content, how they balance user acquisition with brand building and the challenges of working with a growing bootstrapped company.