What do you get when you combine a dash of academic rigor, a hint a marketing obsession (in the best way possible), a few critiques of modern CMO tendencies, and a live audience of some of the sharpest B2B marketers...
Podcast Tags: Interview
How To Artfully Navigate B2B Media
Email is still innovative...right? One might argue that email marketing has become the Facebook of marketing strategies—it was cool at first, it hasn't declined yet, but everyone and their grandmother is now on it. So what are the trendy marketing...
How to Supercharge Your B2B Marketing with Research
When you order a pizza, you want it delivered quickly. It should be prepared, placed in one of those fancy heat-retaining delivery bags, and be at your door within a half-hour. Boom. Simple. A brand transformation is not a pizza...
How to Develop a Lean, Mean Lead-Gen Machine
About 5 years ago, Rebecca Stone joined LiveRamp and the CEO said “I want you to be as sophisticated as possible in advertising, and how you use it.” At the time, the company had two sales development reps, a funnel...
How SAP Hopes to Make the World Run Better
If you were constructing a bingo board based on the lingo in tech company discussions, you’d have “disrupt” right in the middle square, as it’s basically a freebie. What’s far less common, is seeing a company actually follow through on...
Turning Employees Into Advocates
In the utopian holster of magical marketing bullets, employee advocacy is right up there with viral videos (think Ice Bucket Challenge) and real-time marketing (remember Oreo’s ‘dunking in the dark’ social posts?) But, unlike the last two options, employee advocacy...
Effective Brand Tracking and B2B Demand Generation
Payroll tends to be a purely transactional moment between employer and employee, but Gusto is working to shift that to being a "life moment," potentially one of delight (as receiving a paycheck should be!). Effectively reaching their audience while balancing internal alignment,...
How Brex Became a B2B Unicorn
Silicon Valley is home to thousands of B2B startups—and one of the the newest B2B unicorns. Brex offers a corporate credit card more built around the ever-changing needs of a startup, and they've been valued at over $1 billion. One of...
How Emerson’s CMO Reduces Complexity
Perhaps Kathy Button Bell’s title should change from “Chief Marketing Officer” to “Chief Complexity Reduction Officer”—after all, she’s been simplifying things at Emerson Electric for over 20 years. Over that time, marketing has become complex due to the advent of...
How to use Chatbots Effectively for your B2B Business
Call an Uber, order from Amazon, book a hotel… You can do all of these things instantly—even at 4 AM. People today want commodities quickly and with round the clock access. Believe it or not, your B2B buyers are also...