B2B Nation

In this episode of B2B Nation we talk to April Dunford, a product positioning expert and author of the book Obviously Awesome . April shares with us the story of finding her niche in product marketing, the methodology she uses to help create positioning as outlined in her book, advice for businesses and marketers looking to create a new category and more. April didn’t set out to enter the world of...

In this episode of B2B Nation we talk with Ajit Sivadasan, who leads online sales for Lenovo across B2B and B2C in 35 countries. Ajit’s role allows him to bring a unique perspective on the convergence of B2B and B2C buyers. As Ajit tells us, the old way of segmenting and identifying customers into B2C and B2B buckets is no longer applicable. In our digital world, an IT executive might buy a person...

Burnout is becoming an increasingly popular topic one year into the global pandemic. More than half of marketers say they have felt the effects of burnout in the past year, according to one survey. And many of the prospects marketers are trying to reach are also suffering from burnout, making them less receptive to marketing messages. In this episode of B2B Nation, we talk to Rob Bogue, co-author...

In this episode of B2B Nation, we talk to Georgia Watson, an award-winning sales enablement expert from IBM, and Aimee Dunn, who handles the sales enablement function here at TechnologyAdvice. Our conversation touches on the essential skills for sales enablement, whether it matters where the sales enablement function resides and the importance of marketing and sales enablement alignment. Sales ena...

What can B2B vendors, especially software-as-a-service (SaaS) vendors, learn from the way people buy bed sheets online? People in the market for bed sheets can go online and get thousands of search results for bed sheets from the major names in e-commerce. Large online retailers get strong search results in part because they replicate their product pages thousands of times, if not more, so they lo...

What makes managing people so difficult? It’s probably that we’re all different. But in the business world, we ask our leaders to manage teams of people: each with their own needs, wants, styles and personalities. It’s a big ask, and the larger the team, the larger the challenge. Whether you’re an experienced manager of people or early in your leadership career, leading your team became a lot more...

It seems like we hear most about the manufacturing sector when we’re being told about the trouble it’s in. Politicians bemoan the loss of manufacturing jobs. Local economies suffer when manufacturers close their doors or re-locate their plants. Manufacturing in the US is not without challenges. The National Association of Manufacturers (NAM) will tell you, however, that manufacturing output in the...

Inbound marketing is one of the most popular revenue-generating strategies for B2B firms. When done well, inbound marketing turns your website visitors into prospects, and hopefully into customers. If you want to reap the rewards of inbound marketing, you need to be knowledgeable about the tactics that help drive people to your site, including SEO, social media and email marketing. Once you start...

Media buying is almost as old as marketing itself and it’s undergone similar changes to the larger marketing landscape in recent years. There is, of course, the infusion of data into media buying. We collect it and analyze it in hopes that it will help us find our very niche audiences, which often consist of a very specific person who is part of a group of people deciding whether to make an invest...

It’s hard to grow your business without marketing. Businesses that have good products and services are great. And businesses with good products and services and a strong marketing strategy are even better. But marketing isn’t the only way to grow your business. Your business -- and even your marketing organization itself -- have hidden growth potential. If you take a look at your people, your proc...

When a lot of marketers think about search engine optimization (SEO), they think about keywords, and maybe header tags, and backlinks. But SEO is evolving so it can keep up with developments at Google. To talk SEO today means talking about intent, clusters, reputation, and expertise. Harry Sanders leads an award-winning SEO agency in Australia, started an online learning resource for people who wa...

There are more roles in marketing, open to more skillsets, and more areas of interest than ever before. The advent of marketing technology (martech), the rise of marketing operations (marketing ops), and the infusion of data and analytics into all things marketing are creating opportunities for people with talents who might not have found a home in marketing a decade ago. Where will your career in...

If your small business lacks the expertise to understand, master, monitor, and optimize campaigns across these tactics, you might turn to someone like John Mann. John is a consultant who specializes in helping small businesses and entrepreneurs find and execute online marketing strategies that grow their business. In this episode of B2B Nation, we talk to John about how he helps small business own...

It takes a lot of time and energy to build a valuable brand. Your brand is more than a logo or a tagline. A good brand creates emotions and feelings, and it helps you define the moments and create the connections that lead to satisfied customers. Think about everything that goes into your brand: Your products and services, your company culture, your voice and your messages. And then look at how qu...

Change is hardly a new concept to B2B marketers. You’re dealing with an influx of technology and data. You likely have responsibilities for revenue growth few marketers had a decade ago. The year 2020, of course, is delivering even more change, from remote working to a steep economic downturn that most people weren’t expecting. With all of this change around us, we started asking a few questions:...

Sales and marketing organizations are both tasked with adding new clients and growing revenue, but despite these shared goals, their strategies are often out of alignment (at best) or completely at odds with one another (at worst). Research on the topic says that B2B firms that tightly align their marketing and sales teams are better at growing revenue, shortening the sales cycle, and increasing c...

What is it that makes a B2B buyer receptive to your marketing? Is it who they are? Is it the situation they’re in? Or have they reached the point where the status quo -- the legacy software, the time-consuming manual process, the spreadsheets that connect data from various sources -- is simply no longer tenable? In this episode of B2B Nation, we talk to Tim Riesterer, Chief Strategy Officer at sal...

For years, the IT channel consisted of value-added resellers and systems integrators that racked servers, connected brand offices, and made sure everyone had a working PC. As the industry moves to the cloud, the channel must follow. Many channel businesses are re-making themselves as manager service providers (MSPs), but the service provider business is a far cry from the days of old. In this epis...

Gamification Talk Radio interview with Zach Jones. VP of Sales for TechnologyAdvice.

Scott Brinker: The Heart of Marketing Hasn't Changed by TechnologyAdvice

Kristen Wendel at Revenue Summit 2017 by TechnologyAdvice

Lincoln Murphy at Revenue Summit 2017 by TechnologyAdvice

Rob Jeppsen at Revenue Summit 2017 by TechnologyAdvice

Sean Ford: Improving and Using Buyer Personas by TechnologyAdvice

Bastiaan Janmaat At Revenue Summit 2017 by TechnologyAdvice