B2B Influence

In this conversation, Paula Chiocchi discusses the emerging importance of audience infrastructure in B2B marketing, emphasizing that it is the foundation for effective marketing strategies. She argues that understanding and connecting audience data is crucial for gaining a competitive advantage in a technology-driven marketing landscape.

In this episode, Paula Chiocchi talks with Brian Carroll about the significant changes in B2B marketing and lead generation over the past two decades. They discuss the evolution of buyer behavior, the importance of building trust, and how companies can better align their marketing and sales efforts to drive growth. Brian Carroll: http://www.linkedin.com/in/brianjcarroll Paula Chiocchi:  https://ww...

The conversation with Andrew Shulkind explores the importance of effectively utilizing data in marketing to create relevant content that resonates with audiences. Andrew emphasizes that data alone is not enough; marketers must understand their audience's needs and preferences to drive engagement and conversions. The conversation delves into the importance of personalized content marketing, effecti...

Eli Igra Serfaty shares insights on the impact of LinkedIn on business growth, the importance of personal branding for executives, and the role of LinkedIn in sales, partnerships, and recruiting. He emphasizes the need for consistency, frequency, and valuable content on LinkedIn to build trust and influence business metrics. The conversation covers the importance of authenticity in executive brand...

Augmented reality and its impact on advertising are explored in this episode. This conversation with Peter Pinfold covers the concept of digital outdoor space, the problem Darabase solves, the importance of ownership of digital airspace, the evolution of programmatic advertising, and the ownership of advertising rights in AR. The conversation explores the potential impact of augmented reality (AR)...

The conversation with Stephanie Grober from the Horowitz Agency explores the unique challenges of marketing to professional services, the importance of a multi-channel marketing strategy, balancing brand storytelling with data-driven ROI, the significance of consistent marketing touchpoints, the advantages of outsourcing vs. building in-house marketing teams, the integration of PR and digital mark...

The final episode of The Fraud Files Podcast features Dr. Augustine Fou discussing the importance of auditing in programmatic advertising. Dr. Fou emphasizes the need for marketers to overcome the fear of finding out and conduct audits to identify and address issues in their campaigns. He also highlights the significance of independent analytics and the practice of identity-first media buying. Con...

The conversation delves into the topic of fraud in digital advertising, focusing on the identity problem and the challenges associated with targeting and data accuracy. Dr. Fou emphasizes the need for marketers to advocate for themselves and ask the right questions when evaluating identity vendors and data quality.   Connect Dr. Augustine Fou: https://www.linkedin.com/in/augustinefou/ Paula Chiocc...

Brand safety tools have been ineffective in protecting advertisers from ad placement on inappropriate sites. The tools have been overpriced and have actively caused harm to the industry. Additionally, the rise of made-for-advertising sites and the evolution of fraud detection pose significant challenges for marketers. Connect Dr. Augustine Fou: https://www.linkedin.com/in/augustinefou/ Paula Chioc...

Dr. Augustine Fou discusses the flaws in digital marketing measurement, focusing on attribution, metrics reliability, and agency dynamics. He emphasizes the need for marketers to ask harder questions and seek corroboration in their data analysis. Connect Dr. Augustine Fou  https://www.linkedin.com/in/augustinefou/ Paula Chiocchi:  https://www.linkedin.com/in/paula-chiocchi/ Apply to be a guest!  h...

The ad industry loses $84 billion to fraud annually, driven by a sprawling ecosystem of fake traffic and fake results. Dr. Augustine Fou discusses the scale of the problem, blame on programmatic media buying, complicity of ad exchanges, and the impact on marketers. This Is Just the Beginning The goal of The Fraud Files isn't to suggest that every digital campaign is fraudulent or that programmatic...

The episode explores the critical importance of B2B data quality and the impact it has on campaign performance. It delves into the common failure points in B2B data strategies, the real cost of bad data, and the shift to B2B to C identity. It also provides critical questions for marketing leaders to consider before launching campaigns. Takeaways B2B data quality is foundational to campaign success...

This conversation with Kyle Pobur delves into the challenges and opportunities of turning data into actionable business decisions in the B2B space. Kyle shares insights on leveraging data, AI, and analytics to drive measurable outcomes, highlighting the evolution of data strategies and the impact of advanced analytics on real business decisions. Takeaways Data-driven decision-making AI-driven insi...

The conversation with Kara Alcamo explores the challenges of bridging the gap between strategy and execution in B2B marketing, the impact of AI on marketing, and the evolving role of humans in the age of AI. It also delves into the importance of data integration and the need for a cohesive go-to-market strategy. The conversation delves into the evolving role of content strategists in managing AI,...

Introducing Paula's POV —a new solo series within the #B2BInfluencePodcast. In Episode 1, I explore why identity—not just data—may be the missing link behind today's biggest marketing challenges.

The conversation with Dinesh Ravindran of Paperflite covers the importance of connecting with the audience in sales conversations, the role of Paperflite in the marketing funnel, challenges in event marketing, the impact of small, intimate events, mistakes in engagement at conferences and trade shows, successful adoption of sales enablement tools, marketing and sales alignment, the role of enablem...

This conversation with Jimi Gibson of Thrive Agency, explores the influence of performing on marketing, the shift in business visibility due to AI, the role of LinkedIn and YouTube in AI visibility, scaling and growth strategies for digital marketing agencies, the fundamental mindset shift in SEO, the impact of AI on business visibility, and the Business Visibility Index and AI misconceptions. The...

This conversation with Caroline Hodson of Woolf Hodson delves into the challenges of data infrastructure and the shift to life cycle marketing in B2B organizations. It explores the impact of Gen Z on marketing, the role of AI in personalization, the complexity of marketing technology, the ethics of personalization, and the preparation for the future of marketing ops teams. Takeaways Data Infrastru...

This conversation with Gal Borenstein delves into the core components of brand trust, emphasizing the significance of authenticity, transparency, internal alignment, and a strong digital footprint. It explores the impact of these components on brand trust and provides insights into how businesses can stand out in a crowded market by building and maintaining trust with their audience. Takeaways Aut...

This conversation with Aaron Dix of BettrData.io explores the challenges and opportunities in B2B data distribution, emphasizing the need for modernization and adaptation to changing buyer behaviors. It delves into the impact of AI, the shift towards self-service, and the importance of metadata and data protection. Takeaways B2B data distribution is in need of modernization AI and self-service are...

This conversation with Jonathon Shaevitz covers topics such as solving publisher challenges, publisher data control, challenges with large deployments, agentic tools and productivity, signals and performance optimization, attribution and performance optimization, quality audience targeting, rethinking audience targeting, role of external data partners, common investment pitfalls, and agency evolut...

This conversation with Adam Silva and Dr. A.J. Stalker from Adam Silva Consulting delves into the emergence of agentic commerce and its impact on small businesses, the future of SEO in an AI-driven environment, navigating the AI-driven marketing landscape, and the role of data quality in AI-driven environments. Key takeaways include the fundamental shift in business operations due to agentic comme...

This conversation with Dr. Augustine Fou delves into the impact of fraud on various revenue models, the challenges faced by brands in digital marketing, and the need for a mindset shift in programmatic media buying. It emphasizes the importance of dispelling assumptions, measuring media quality, and taking proactive steps to address fraud. The industry's structural incentives and the burden of res...

The conversation delves into the evolving landscape of B2B marketing, highlighting the shift towards agentic lead gen, the role of AI in advertising, the challenge of jargon in B2B marketing, the value of agencies, and the strategic shift in SEO and brand amplification. Incrementality in marketing and the rise of social media and business media networks are also explored. Takeaways Agentic lead ge...

This conversation with Paul David, Founder & CEO of Literal Humans, delves into purpose-driven storytelling, data-informed creativity, challenging the status quo, attracting customers and prospects, expanding service offerings, the impact of AI on the business, AI adoption and industry impact, industry evolution and client relationships, future focus and capabilities, and a forward-looking que...