B2B Marketing and More With Pam Didner

Welcome to another episode of B2B Marketing and More with Pam Didner. I haven’t done a lot of episodes lately. That’s because I was busy writing a novel! Yes, I’m writing a novel. I will tell you more little later in a different episode. However, for this episode, I have a special guest for you, Agnes Fotino O’Connell, a Director of Sales Operations & Demand Generation for HMI Performance Incentive. We met at the B2BMX Conference in February. Agnes came to my workshop, and we hit it off right there. At that time, I was talking about sales enablement. Agnes told me that’s something she’s been doing for quite some time now. So, I invited Agnes to my podcast to talk specifically about a couple of things: how to better support sales and how to align sales and marketing for demand generation success.

Pam Didner: Hello everyone. Welcome to another episode of B2B Marketing and More with Pam Didner. Yay. I haven't done a lot of episodes lately. That's because I was busy, I don't know, writing a novel! Yes, I'm writing a novel. I will tell you more little later in a different episode, but today I have a special guest for you and she is a Director of Demand Generation for HMI Performance Incentive. And she is Agnes Fotino O'Connell. Hey Agnes, so happy to have you here. Agnes Fotino O’Connell: Pam, I'm so excited to be here. Thanks for having me. Pam Didner: Yes, and we met at the B2B MX in February. Agnes came to my workshop and we had a great time. We hit it off right there, and at that time I was talking about sales enablement, and Agnes told me specifically that that's something that she has been doing and also is doing it. So that's why I invited Agnes to the podcast to talk about specifically couple things, how to better support sales and also better supporting sales through demand gen. Before we get started, Agnes, talk to us about your job and also what does your company do? Agnes Fotino O’Connell: Yeah, sure. HMI Performance Incentives is a leading incentive strategy company, helping companies with a broad spectrum of needs and challenges, motivate both their direct and indirect sales teams, customers, et cetera, to meet sales goals, increase loyalty, change behaviors, and everything else that you come to know and love about customer loyalty and incentive strategies. Pam Didner: If I'm not mistaken, I think the incentive program that you set up is very much tailored for channel partners, such as the wholesalers working directly with their distributors and the dealers and the value-added resellers, assisting integrators. It’s basically kind of like a channel marketing tools and then that you use that to incentivize and a lot of channel partners to reach the sales goal. Can you give us a very specific example about that? Agnes Fotino O’Connell: Yeah, sure. We might work with a large wholesaler. Let's say they were in the building material space. They're a company that's trying to go after the contractor or the dealer, and we'd help them do a couple things. One, we'd help them create a customer loyalty program that might go after what we call the “middle 60” of customers, that group that is always with you, you know what to expect out of them. And then might also help target their top 20% of their customers--the customers that bring 80% of their business, typically. And we might put together some form of group incentive travel trip for those top customers, helping build a moat about around them, helping them diffuse from competition taking them, and again, help grow that middle 60 to do more than they've historically done with them. Pam Didner: So it is whatever your customer want to incentivize and you build a program and you are able to track the performance and then be able to, uh, award whoever reached that specific target. Agnes Fotino O’Connell You're spot on, Pam, for an incentive marketing agency. Pam Didner: Very, very good. So then talk to us now, you have told us specifically in terms of what your company has done. Your role is a Director of demand gen, and I remember when I was talking to you and you said you've been on the sales side, you've been on the marketing side. Before I talked to you about demand gen, can you talk to us a little bit about being on the sales side, being on the marketing side for any B2B marketers would like to supporting sales? Do you have any specific tips, trick, or advice? Agnes Fotino O’Connell: I think you have to just really understand what's important to the sales folks at a myriad of levels. Right. And Pam, I actually think you gave some really amazing advice during your workshop at the B2B MX on. About, you know, finding your sales advocates, right? Finding those folks who are gonna help you make an imprint, make a case study of what you wanna...

A big hello from Raleigh, North Carolina, and welcome to another B2B Marketing & More episode! For this final episode of 2022, I will highlight some episodes I think are especially helpful for my B2B peeps and listeners. So let’s get started! Since I love to travel, I thought I’d take you on a trip with me today. It’s a sales journey, but this includes some special stops. At each stop, an expert guest from this year will share tips and tricks to help you improve your sales and marketing chops and reach more ideal customers. In this episode: Carla Johnson is a marketing and innovation strategist, keynote speaker, and author of ten books. In her latest book RE:Think Innovation, Carla breaks down the process that the world’s most prolific innovators use to consistently develop great ideas.AJ Wilcox The LinkedIn Ads ShowB2Linked, the Linkedin advertising agency.Ryan StaleyWhale BossErika HealdErika Heald Marketing Consulting ------------------ If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

Welcome to another episode of B2B Marketing & More with Pam. My guest today is Chris Carr, founder and CEO of the digital marketing agency Farotech. Tune in to learn how to boost content promotion, and improve your digital marketing with programmatic advertising. ------------------ If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

Welcome, and thank you for listening to B2B Marketing and More with Pam. My guest today is Tracy Niehaus. Tracy is the board member for MPro, Marketing Professionals in MHI Association and MHI for Material Handling Industry Association. She is also a Senior Marketing Director for Vanderlande, a Dutch company with a 75-year history. In this podcast episode, Tracy shares important steps to help you create an account-based marketing strategy. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

Welcome to another B2B Marketing and More episode. My guest is Jeremy Shere. He is the founder and CEO of Connversa Podcasting and the host of the B2B Content Show. Jeremy is an expert in this field and has been doing podcasting for a long time. Today we talk about the do’s and don’ts of B2B podcasting and how to showcase value add if you want to use a podcast as a content marketing channel. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

A big hello from Raleigh, North Carolina. Welcome to another episode of B2B Marketing & More with Pam. Today I have a special guest. Stacey Danheiser is the founder and CMO of SHAKE Marketing Group and a host for Soar Marketing Society, a community on Mighty Network. So if you are interested in joining, check that out. Stacey has worked with many companies simultaneously, being in the CMO positions. Now, she is a mentor and has also created many marketing training programs for B2B Marketers. Today we talk about top B2B marketing competencies. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

A big hello from Raleigh, North Carolina. Welcome to another SOLO episode where I answer a common B2B marketing question people always ask during my sessions and workshops. That question is: what is the difference between ICP (Ideal Customer Profile) and Buyer Persona? Then, the next question is when and where to use an ICP and Buyer Persona? In today’s episode, I will: Cover the differences between the twoGive specific examples of when to use ICP and buyer personas So, what are the differences between ICP and Buyer Personas? ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

A big hello from Raleigh, North Carolina. Welcome to another episode of B2B Marketing & More with Pam. Christina Del Villar is my guest today. Christina is a B2B marketer, speaker, and author of the Sway book about marketing strategy, revenue and growth. Our topic today is about communicating marketing to the C-Suite. As we all know, marketing tends to be very complicated, and many marketers have a hard time helping their C-Suite understand marketing’s impact. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

A big hello from Raleigh, North Carolina. For this SOLO episode, I want to address an important question, but it’s not something discussed widely. That’s right, today’s question is how to improve your emotional intelligence. In this episode, I will answer questions like: ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

A big hello from Raleigh, North Carolina. In this B2B Marketing and More episode, I want to address an important question – how to overcome imposter syndrome. Growing up, I always wanted to be someone else. It took me a long time to overcome my imposter syndrome. Now I want to share with you what I did so that you can be your unique self with complete confidence. Here are four tips to overcome imposter syndrome and boost your career. If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

A big hello from Raleigh, North Carolina. Welcome to another episode of B2B Marketing and more with Pam. I have an exceptional guest, AJ Wilcox. AJ specializes in paid ads for LinkedIn. He is a LinkedIn Ads Fanatic, host of The LinkedIn Ads Show, and founder of B2Linked, the Linkedin advertising agency. Here are practical tips for running LinkedIn ads. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead. When you join, you get a free Starbucks on me. You can go to the Announcement tab and click on the barcode of the gift card.

Hey, big hello from Raleigh, North Carolina. Welcome to another episode of B2B Marketing and More with Pam. I have a very good friend joining me, Robert Rose, Chief Strategist of Content Marketing Institute. Robert and I have known each other for at least, I would say, 10 years. Today, we are going to talk about our favorite topic - the B2B buyers. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

A big hello from Raleigh, North Carolina. In today's episode of B2B Marketing & More, I explain how to set up an efficient and cohesive Martech stack. I'll guide your thinking approach and break down key steps that you can take to tackle this hairy issue. Here's what you need to do to navigate martech stack. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

Hello, and welcome to another episode of B2B Marketing & More. I have a special guest today: Erika Heald. She's a founder and the lead consultant at Erika Heald Marketing Consulting, where she helps a lot of SaaS startups. Today we talk about B2B thought leadership in the context of B2B marketing specifically. What makes it essential for marketers and companies, and why do they need to be aware of generating thought leadership. Tune in to learn how to build B2B thought leadership. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

Welcome to another episode, B2B Marketing & More. I have an exceptional guest today: Janet Driscoll Miller. Janet is the author of Data-First Marketing, President and CEO of Marketing Mojo. Today Janet shares data-first marketing tips and how to put data at the beginning of what businesses need to do. Learn more about a modern approach to data-driven business. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

A big hello from Raleigh, North Carolina. In today's B2B Marketing & More episode, I'll answer the following question: What's the best way to integrate sales and marketing efforts within a large company? After this episode, you will think about alignment differently and have some actionable ideas as to how you should approach this challenge. Here's how you can enable sales and marketing alignment in an enterprise. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

A big hello from Raleigh, North Carolina. It's time for another solo episode. Today's topic is about building better communication with sales and setting clear expectations. After listening to this episode, you'll know exactly what you need to do to navigate the process easily. Learn how to build better communication with your sales team. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

Hello, and welcome to another episode of B2B Marketing & More. I have a return guest this time: Darrell Alfonso, a global marketing operations manager at Amazon Web Services, martech instructor and speaker. I interviewed Darrell back in 2020, about marketing automation and what makes it a must-have for modern marketers. Obviously, many things have changed in the past one and a half years. So I invited Darrell back, and we're going to have a little chat about marketing automation and some of his changes in both professional and personal life. Tune in to learn how marketing automation empowers the next generation of marketers. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.

Hello from Raleigh, North Carolina. It's time for my monthly solo episode. Today I want to talk about the fundamentals of product positioning. It's not a popular topic, but marketers need to understand what must be done to position their products. My product positioning tips will help you with content marketing, copywriting for social media, understanding your products, and overall marketing communications. Here are the fundamentals of product positioning. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidner.com. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.