Grounding AI

One of the biggest challenges in B2B companies today is dealing with the disconnect between the decisions of upper-level management and the realities of those doing the work. My guest today will tell us how he closed that gap between his C-Suite and his marketing and sales teams. Ken Spaeth, the CFO at Cutting Tool Engineering magazine, stepped out of his office and joined his teams in the field. ...

B2C brands are the only type of companies that can benefit from influencer marketing - Right?  My guest today will destroy that myth and tell you how B2B companies can use influencer marketing to attract your ideal customer. Today I spoke with influencer marketing expert Niklas Hartmann, Managing Director of Reachon, who will point us in the right direction. For years, Niklas has helped companies...

True or False? When it comes to marketing, industrial brands only need to describe their products or service. They don’t have to think about building relationships.    In this episode of the B2B Marketing Excellence Podcast, I spoke with Zahra Awan, Editor of Furnaces International and Aluminium International Today. She will tell us why building relationships is vital to the growth of industrial b...

In the news, we have all heard companies talk about supply chain issues, the long lag time to get equipment into their facilities, and ESG (environmental, social, and governance) initiatives.  Industrial auctions can help manufacturing companies with these issues, allowing them to plan for future growth. I have been helping industrial auction companies with their marketing for over 20 years, but I...

Which category are you in? A) You are so worried about your data that you are paralyzed and don't do anything. or    B) You feel you are invincible and have nothing to worry about. Both scenarios are bad for brands that want to grow into the future. Today, I spoke with Pauline Murphy from 1 Stop Data. We spoke about the importance of having and using only clean, compliant data. This push must come...

In this episode, I had the opportunity to talk with Kate DiLeo, a Brand Architect with Kate DiLeo Branding. She has worked with over two hundred brands across twenty different verticals. Kate is going to shed light on how Industrial brands can make real connections with prospects and customers, keeping them coming back year after year. 1) How can industrial brands build the brand trifecta? 2) What...

Today I had the pleasure of talking with Sharyn Combs, Founder of Knowledge or Nonsense, and Speaker/Instructor at UCDI Leadership Training. She is also a CRCST certified sterile processing technician. Our conversation started with understanding the sterilization process when it comes to surgical tools and equipment, and all the steps that have to take place to ensure everything is completely clea...

Today I had the pleasure of talking with Renee Johnson, founder of Third Coast Learning. We talked about several areas where businesses and individuals should consider making some changes. If employers and employees can share a common purpose, everyone will be happier.  During Covid, some company's personnel problems got amplified. You have to show everyone around you that you truly care. Without...

Title:  Don’t Start Your Business Without These Marketing Tips In this episode, we learned from Aaron Montgomery, co-founder of Our Success Group, about how collaboration between different owners can help business owners save time and money by avoiding things that did not work. Some of the topics discussed: 1) The importance of knowing your Mission, your Why, and your Goal, and how they can move y...

I believe that relationship building is the new marketing. Brands must build a relationship that instills trust so that a prospect will become a lead. Once you have a quality lead it is time for sales to continue building the relationship.  You will not deepen a relationship by sending out general sales messages that are more concerned about quantity over quality. In this episode, I had the opport...

LinkedIn currently has over 774 million subscribers in over 55 million companies across 200 + countries. To say that LinkedIn must be part of every B2B marketing campaign is an understatement. But I will caution you; You must do it correctly to be effective.  In this episode, my guest is Lorraine Duncan, a B2B social media expert and Founder of Biz Gone Social. She and I will be discussing the fol...

Welcome to B2B Marketing Excellence: A World Innovators Podcast. In this episode, we’re going back to marketing basics. We’ll be discussing the importance of developing goals, having a mission, and knowing you're “why”. Then we’ll dive into how to define the uniqueness of your company: How to focus on a specific niche audience Creating messaging that show you truly care and understand the prospect...

Every company has to put guidelines in place to make sure they are handling the data they have in-house correctly.  They also need to make sure the data is cleaned and updated so the marketing and sales teams can use it in the most appropriate way to attract appropriate leads that will turn into repeat customers.  Kim Palmbush, an expert in the Data Governance space, can give companies some great...

Today, I had the pleasure of talking with Eric Weiler, President of New Mill Capital. Eric was able to shed light on the industrial auction process and how food and beverage companies can take advantage of the benefits. Here are the topics we discussed: 1)    Why should companies consider used equipment vs new 2)    What does the current supply chain look like and how has that affected the used ma...

In this episode, Donna Peterson interviewed Janet Granger, founder of Marketing Career Mentor & author of OK Boomer. We discussed why people buy. Did you know there is a proven connection between emotion, neuroscience, and B2B buying? While many insist they make choices only on facts and data, final decisions are always emotionally based. We also spoke about how relationship building should be the...

For the next few episodes of the World Innovators Podcast, we will be looking to educate and inspire corporate women to find balance and mindfulness in life.  Giving is a major component of mindfulness. Individuals that have a good sense of awareness and gratitude are usually very charitable with their time and money. Helping and giving to causes that are meaningful is a big component to having in...

For the next few episodes of the World Innovators Podcast, we will be looking to educate and inspire corporate women to be more mindful and fully present in their careers by understanding their Why and determining their intentions each day. In this episode, Donna Peterson interviewed Pam Wilhelm, a Compliance Operations Manager, at Boehringer Ingelheim Pharmaceuticals. Here are the questions to be...

In this episode of the World Innovators Podcast, Donna Peterson interviewed Ed Binsted, Editor and Publisher of International Bottler and Packer Magazine, and President of The British Bottlers’ Industry. Ed tells us what to expect of the Food & Beverage industry in 2022.  Here are some of the topics discussed:  What do you think will be the biggest trend in the Food & Beverage Industry in 2022? Wh...

A company's most valuable asset is its House/Customer List. In Part 2 of this interview, Lisa Pistilli, VP Business Development at Lester Inc. and President of the MCMA, gave some great suggestions on keeping your file clean, updated, and growing. Here are the topics we discussed: What is the average decay %? Importance to promote only to individuals who are engaged. How to get unengaged to be eng...

A company's most valuable asset is its House/Customer List. In this interview, Lisa Pistilli, VP Business Development at Lester Inc. and President of the MCMA, gave some great suggestions on keeping your file clean, updated, and growing. Here are the topics we discussed: What is the average decay %? Importance to promote only to individuals who are engaged. How to get unengaged to be engaged? Good...

Everyone is talking about Apple’s new iOS15, the new Mail Privacy Protection option, and how it is going to affect open rates for email campaigns sent to Apple Mail users. Wanting to learn more, I thought Dennis Hecht, Chief Intelligence Officer, of Rooster Strategic Solutions, could give us some insight on the topic and how to proceed in the future. Listen in to see how iOS15 and Mail Privacy Pro...

In the second half of their conversation, Donna Peterson and her guest Doug Glenn, Publisher of Heat Treat Today, continue to discuss marketing tactics your company should implement to be more effective.  They also discuss marketing philosophies that will help you build a relationship with your prospects that will instill trust, including: Stop talking about yourself and talk about your customer’s...

In this two-part podcast, Donna Peterson and her guest Doug Glenn, Publisher of Heat Treat Today, talk about various marketing mistakes their companies made and what they learned from them. They then outline marketing tactics you should implement to be more effective.  They also discuss marketing philosophies that will help you build a relationship with your prospects that will instill trust, incl...

This podcast will explain why you need to stop and truly understand where your marketing list or data is coming from. Why it is imperative you use only quality data that is targeted, updated, and compliant. You have to be careful not to use marketing lists that will tarnish your reputation, get you blacklisted, or assessed large penalties. My good friend Pauline Murphy from 1 Stop Data is an exper...

"Only 15% of employees actually know their organizations most import goals - either they have too many, they do not have any, or the goals keep changing."  FranklinCovey Imagine the difference you could make in your company if you implemented just one of the strategies we talked about in the previous podcast. One of the biggest challenges companies have is execution.  So many companies have great...