Changing the Game in Revenue Growth, Presented by SAP-logo

Changing the Game in Revenue Growth, Presented by SAP

Technology Podcasts

The digital economy has transformed the way B2B buyers discover, research and purchase products and services. They rely on digital resources for a majority of the buying journey, and they use their mobile devices to access and gather that information. They don’t want or need to deal with a salesperson until the actual purchase decision. Today’s B2B buyer differs from company to company and from generation to generation. With a multitude of digital and social channels, it’s imperative that your company present itself with the same message, tone, voice and look across all channels to deliver a consistent experience at every touchpoint in the buyer’s journey. Changing the Game of Revenue Growth brings you thought leaders with expertise across the buyer’s journey so you can proactively connect with buyers on their terms to help you grow revenue and build long-term loyalty. Changing the Game of Revenue Growth with Game Changers, presented by SAP, on The Business Channel.

Location:

United States

Description:

The digital economy has transformed the way B2B buyers discover, research and purchase products and services. They rely on digital resources for a majority of the buying journey, and they use their mobile devices to access and gather that information. They don’t want or need to deal with a salesperson until the actual purchase decision. Today’s B2B buyer differs from company to company and from generation to generation. With a multitude of digital and social channels, it’s imperative that your company present itself with the same message, tone, voice and look across all channels to deliver a consistent experience at every touchpoint in the buyer’s journey. Changing the Game of Revenue Growth brings you thought leaders with expertise across the buyer’s journey so you can proactively connect with buyers on their terms to help you grow revenue and build long-term loyalty. Changing the Game of Revenue Growth with Game Changers, presented by SAP, on The Business Channel.

Language:

English


Episodes

Testing and Planning for Continued Revenue Growth

12/3/2019
The buzz: “Market like the year you are in!” (Gary Vaynerchuck). The new customer journey is changing, but testing and planning remain key cornerstones for gauging your marketing and sales programs’ health. Each demand generation program, social media campaign, experiential event is a chance for you and your team to test, learn and refine planning to adjust for revenue growth. The experts speak. Barry Moltz, Shafran Moltz Group LLC: Truth is not to be found outside. No teacher, no scripture can give it to you. It is inside you and if you wish to attain it, seek your own company. Be with yourself” (Osho). Stacie Sussman, SSR Digital Group: “The Yesees said yes to anything…The Noees said no to everything…the Thinkforyourselfees All came out all right (Shel Silverstein). Will Black, SAP: Good fortune is what happens when opportunity meets with planning” (Thomas A. Edison). Join us for Testing and Planning for Continued Revenue Growth.

Duration:00:54:09

B2B Revenue Growth: Strategic Social Engagement

10/29/2019
The buzz: “Marketing to businesses is very different than marketing to individual consumers” (blog.hubspot.com). With the world a digital stage, today’s B2B buyer expects your company to engage them with intelligence and personalization on their own terms, wherever they are in the buying lifecycle, on their preferred platforms from Twitter to Facebook and LinkedIn. How? Evolve your marketing and advertising strategies to create unique, customizable, targeted digital and social media programs and campaigns to connect with and educate them. Ready for best practices? The experts speak. Donnetta Campbell, The Social Architects: “Oh, the Places You'll Go” (Dr. Seuss). Sarah Goodall, Tribal Impact: “It’s kind of fun to do the impossible” (Walt Disney). Lorraine Maurice, SAP: “I am no longer afraid of becoming lost, because the journey back always reveals something new, and that is ultimately good for the artist” (Billy Joel). Join us for B2B Revenue Growth: Strategic Social Engagement.

Duration:00:54:11

B2B Revenue Growth: Embracing The Customer Experience

10/1/2019
The buzz: “Business-to-business vendors seem unaware that corporate purchasing decisions are made by human beings….” (sloanreview.mit.edu). In our hyper-engaged digital and mobile business landscapes, customers’ experiences have become a key revenue driver. Your business needs to move from the traditional one-size-fits-all approach to unique, customizable experiences to connect with your key customers and provide entertaining, engaging and educational experiences. How? Establish the right engagement platforms and programs for your entire customer base. The experts speak. Barry Moltz, Shafran Moltz Group: “Love everyone, trust a few and always paddle your own canoe” (Selangor Journal). Stacie Sussman, SSR Digital Group: “It’s good to be in something from the ground floor. I came too late for that and I know” (Tony Soprano). Allison Gapter, SAP: “There is no one alive who is youer than you” (Dr. Seuss). Join us for B2B Revenue Growth: Embracing The Customer Experience.

Duration:00:55:01

Encore: B2B Loyalists: The Journey to Lifelong Brand Loyalty

9/3/2019
The buzz: “There is a big difference between a satisfied customer and a loyal customer” Shep Hyken. Your B2B business success can no longer rely on advertising alone. Why? Customers are the “new voice” for your business and their influence is crucial to your continued growth. To ensure your new brand loyalists help you grow and drive your business, you need a marketing strategy that shifts how you engage them across all digital platforms and in-person to drive trust, incite action, and mitigate issues. The experts speak. Rob Levin, RSL Media: “When I'm drivin' in my car, and the man come on the radio He's tellin' me more and more about some useless information Supposed to fire my imagination” The Rolling Stones. Sarah Robinson, Fierce Loyalty: “With mirth and laughter, let old wrinkles come” Shakespeare, The Merchant of Venice. Andrew Steane, SAP: “It's times like these you learn to live again” Foo Fighters. Join us for B2B Loyalists: The Journey to Lifelong Brand Loyalty.

Duration:00:52:25

B2B Revenue Growth: One-team Approach

7/30/2019
The buzz: “Increasing a company’s growth trajectory is rarely about discovering some brand-new strategy or tactic…it’s really about making better use of the resources you already have” (Mike Carroll, nutshell.com). Everyone in your company has a role in revenue growth! The “new” B2B customer journey demands all internal groups, all employees and appropriate external partners work together seamlessly on a multi-touch point, cross-channel seamless strategy that reaches and engages all target audiences. Great, but how do you get there? The experts speak. Rob Levin, RSL Media: “On a good day, it's not every day, we can part the sea” (The Black Crowes). Vanessa Baker, Tribal Impact: “If you can trust yourself when all men doubt you, But make allowance for their doubting too… Yours is the Earth and everything that’s in it… ” (If by Rudyard Kipling). Andrew Steane, SAP: “Baseball is 90% mental, the other half is physical” (Yogi Berra). Join us for B2B Revenue Growth: One-team Approach.

Duration:00:55:03

B2B Revenue Growth: You Need The Right Data!

6/25/2019
The buzz: “By 2020, every human is expected to generate 1.7 megabytes (of data) every second” (Andrew Zola). The new, modern customer requires a new approach to demand generation and revenue growth for B2B companies. Why? A one-sized approach to connecting with customers no longer works in today’s shifted B2B landscape. You need customer personas, industry trends and competitive insights in order to personalize how you connect and engage with customers to nurture connections on their buying cycle. How to get there? Find and use the right data. The experts speak. Ramon Ray, Smart Hustle Media: “I've failed over and over and over again…And that is why I succeed (Michael Jordan). Crystal Willett, itelligence: “I wanna live better days, Never look back and say, Could have been me” (The Struts). Shannon Platz, SAP: “Next to physical survival, the greatest need of a human being is psychological survival” (Stephen Covey). Join us for B2B Revenue Growth: You Need The Right Data!

Duration:00:53:27

Encore: The New, Modern B2B Marketing Plan

5/28/2019
The buzz: “A new species of B2B buyer has arisen that is more connected, more impatient, more elusive, more impulsive, and more informed than its pre-millennium ancestors” (Joel York). The arrival of the “new” B2B buyer with their “new’ B2B customer journey signals that your business requires a “new” B2B marketing plan. Yes, now! Does your marketing plan consider the persona of this multi-faceted buyer – who is also an individual consumer – and all the channels and ways they source and consume information along their non-linear B2B buying journey? The experts speak. GL Hendricks, Chirp PR: “The dream is free. The hustle is sold separately” (George GK Koufalis). Rob Levin, RSL Media: “Educate and inform instead of interrupt and sell” (David Meerman Scott). Lucy Thorpe, In Cloud Solutions: “Ladies with an attitude, Fellows that were in the mood, Don't just stand there, let's get to it, Strike a pose ….Vogue” (Madonna). Join us for The “New, Modern” B2B Marketing Plan.

Duration:00:55:11

The New, Modern B2B Customer Journey

4/2/2019
The buzz: “By 2020, customer experience will overtake price as a key product differentiator. Enterprises need to ramp up now to stay ahead of customer experience innovation” (Walker Research). The “new” B2B buyer has created a new customer journey that isn’t linear or cookie-cutter and doesn’t end at point of purchase. It encompasses the complete customer lifecycle from awareness to purchase through loyalty and advocacy. Is your B2B company positioned, agile, and ready to personalize the journey for each customer? The experts speak. Kate Bradley Chernis, Lately: “I like money” (Sally Krawcheck). Rob Levin, RSL Media: “Daddy made whiskey and he made it well. Cost two dollars and it burned like hell” (Jerry Garcia, R. Hunter). Yosh Eisbart, NIMBL: “If you can fill the unforgiving minute With sixty seconds’ worth of distance run, Yours is the Earth and everything that’s in it, And—which is more—you’ll be a Man, my son!” (R.Kipling). Join us for The “New, Modern” B2B Customer Journey.

Duration:00:54:38

The New, Modern B2B Buyer

3/5/2019
The buzz: 41% of corporate buyers or purchase influencers comes from the under-40 crow …About 80%of procurement committees are ....people at mid-career (entrepreneur.com/article/310243). Today’s B2B buyer wears many hats and has many responsibilities. What is your B2B company doing to appeal to this “New, Modern” buyer with their multi-faceted persona? Here’s a hint: Your sales, marketing and operations teams need to align, to remain relevant and to resonate consistently with your target buyers at all touchpoints in this digital and mobile world. The experts speak. Lorraine Maurice, SAP: “Embrace what you don't know, especially in the beginning, because what you don't know can become your greatest asset” (Sarah Blakely). Roger Pierce, The Small Business Company: “Life is so brief and time is a thief when you’re undecided” (Rod Stewart). Brian Moran, Small Business Edge: “Fish where the fish are but use the right bait” (Kantar Millward Brown). Join us for The New, Modern B2B Buyer.

Duration:00:53:32

Encore: SMBs: How to Build Your Stand-Out Brand

1/17/2019
The buzz: “Large enterprises spend millions of dollars to create brand identities…is the greatest real-life Jedi-mind trick of all…. With a focused brand strategy focused on a few key areas even SMB marketers can help their companies gain ground” (tslmarketing.com). Creating a strong brand is the foundation of the SMB’s marketing strategy. While your logo can convey a message, identifying why you are a unique solution, who you are targeting and how your brand wants to be perceived are the real keys to building your brand. Where do you start? The experts speak. Erika Hovland, IOLITE360: “Are you laboring under the impression that I read these memoranda of yours? I can't even lift them” (Franklin D. Roosevelt). Lorraine Maurice, SAP: “The reason we're successful, darling? My overall charisma, of course” (Freddy Mercury). Maggie Goralska, SAP: “It’s not the size of the dog in the fight, it’s the size of the fight in the dog” (Mark Twain). Join us for SMBs: Building Your Stand-Out Brand.

Duration:00:54:48

Avoid The Spam Folder: Email Marketing That Works!

12/6/2018
The buzz: “Personalisation – it is not about first/last name. It’s about relevant content” (Dan Jak). Email is predicted to be used by more than 3B people worldwide by 2020, according to a 2016 study by Radicati Group. But Marketing Profs found that in 2016, 42% of marketers did not send targeted email messages, a common error among SMBs and large corporations. Are you ready for email marketing best practices and how to build a campaign that converts to sales? The experts speak. John Walker, Chirp: “The best salesperson is the one the customer trusts and never has to question” (Mark Cuban). Marco Argaez, SAP: ”Distringit librorum multitude” (Seneca). Lorraine Maurice, SAP: “Take two ideas and put them together to make one new idea. After all, what is a Snuggie but a mutation of a blanket and a robe?” (Jim Kukral). Join us for Avoid The Spam Folder: Email Marketing That Works!

Duration:00:53:38

Need Brand Advocates? Look Within

10/4/2018
The buzz: “Treating employees as a part of your team of ambassadors is so powerful (theundercoverrecruiter.com). Your strongest asset in promoting your business is sitting at the desk next to you. Not the computer or even your coveted marketing calendar, but your employee who knows your services and products inside out. How to build a culture where your employees and co-workers believe in your brand and promote it on their personal platform to build business credibility and expand its reach? Encourage and empower them! The experts speak. Daniel Khoo, EY: “Technology is nothing. What’s important is that you have a faith in people, that they’re basically good and smart, and…they’ll do wonderful things with them” (Steve Jobs). John Walker, ChirpPR: “The best salesperson is the one the customer trusts and never has to question” (Mark Cuban). Lorraine Maurice, SAP: “Life is really simple, but we insist on making it complicated” (Confucius). Join us for Need Brand Advocates? Look Within.

Duration:00:52:52

Video Marketing: Tips for the Busy Small Business Owner

8/30/2018
The buzz: “Humans are incredibly visual and powerful, moving images help us find meaning” (Dan Patterson). “Producing video is too expensive for my SME.” “I’m not savvy with video technology and tools.” “It takes too much time.” Are these your excuses? Per Cisco, by 2019, video will represent 80%+ of all global Internet traffic and 85%+ for the U.S. Tune in for video marketing myth-busting, actionable tips and easy-to-use tools to help you fit video creation into your content marketing strategy. The experts speak. Lisa Durrett, Broad Insite: “Create your own visual style…let it be unique for yourself and yet identifiable for others” (Orson Welles). John Clifford, Gavdi: “The single biggest problem in communication is the illusion it has taken place (George Bernard Shaw). Ryan Sonnenberg, SAP: “Whatever you think you can do or believe you can do, begin it. Action has magic, grace, and power in it” (von Goethe). Join us for Video Marketing: Tips for the Busy Small Business Owner.

Duration:00:54:26

Playing Nice in the Sandbox: Aligning Sales and Marketing

8/2/2018
The buzz: “Sales and marketing teams, in general, have always been known to have a beef with each other…Maybe that’s why 90% of the content created for sales by marketing is never used by sales.” (Bethany Fagan) Sales and marketing should work in harmony. Too often, not so much. With 62% of buyers searching online for product info vs 29% who talk to a salesperson, marketing now plays an integral role in the sales process. What should the modern sales process look like to get marketing and sales together? The experts speak. Erika Hovland, IOLITE360: “The five separate fingers are five independent units. Close them and the fist multiplies strength. This is organization” (JC Penney). Sam Smith, Stellar One Consulting: “If size mattered, the elephant would be king of the jungle” (Rickson Gracie). Casey Ryan, SAP: “Be like a duck – calm on the surface but always paddling like the dickens underneath” (Michael Caine). Join us for Playing Nice in the Sandbox: Aligning Sales and Marketing.

Duration:00:55:09

Your Marketing Toolbox: Free, Fremium or Paid?

6/28/2018
The buzz: “Whether you’re a marketing veteran, or are brand new to the game, keeping on top of the latest technologies and tools available is a tough ask” (Chris Sheen). Hello, SMBs! Are you worried that it’s expensive and learning-intensive to arm your marketers with the right tools to evaluate campaign performance, gather audience insights and boost marketing efficiency? Not true! A well-rounded marketing plan can include free, freemium, and paid tools. Learn how our panel of experts select their tools, and the favorites they cannot market without. The experts speak. Kirsten Boileau, SAP: “The best preparation for tomorrow is doing your best today” (H. Jackson Brown, Jr.). Lisa Durrett, Broad Insite: “If you get stuck, draw with a different pen. Change your tools; it may free your thinking” (Paul Arden). Lorraine Maurice, SAP: “I will never give in to old age until I become old” (Tina Turner). Join us for Your Marketing Toolbox: Free, Fremium or Paid?

Duration:00:54:07

Influencer Marketing: Not Just for Big Brands Anymore!

5/24/2018
The buzz: “An influencer promoting and amplifying your message, your brand, to their audience means credibility…additional reach...an outsized modifier to the conversion process (Rand Fishkin). Hello, SMBs! If you think word-of-mouth influencer marketing is only for brands like Hello Fresh, Chewy and Stitch Fix, think again. First determine if this tactic is right for your marketing strategy. Then select the right influencer partner for your business. Last, create and execute a campaign that builds advocacy and expands your market reach. A lot to consider, but worth the effort. The experts speak. Alistair Wheate, Onalytica: “Don't waste your time or time will waste you.” (Muse) Lisa Durrett, Broad Insite: “You have everything you need to build something far bigger than yourself” (Seth Godin). Amisha Gandhi, SAP: “It is surprising how much you can accomplish if you don't care who gets the credit” (Abraham Lincoln). Join us for Influencer Marketing: Not Just for Big Brands Anymore!

Duration:00:55:01

Encore: Marketing SEO 101: Are You Lost or Are You Found?

4/26/2018
The buzz: “’Build it, and they will come’ only works in the movies. Social Media is a “built it”, nurture it, engage them, and them may come & stay” (Seth Godin). According to Mashable, in 2015 Google received over 100 billion searches every month. If consumers can’t find your business, products or services on the first page of a targeted Google keyword search, you “do not exist.” How to get found? Research and select the right keywords for your business and incorporate them throughout your website to help buyers discover you. We’ll share tips on how to use SEO to reach customers at the right time, in the right place, with the right message, i.e., micro-moments. The experts speak. Theresa Childs, Fabricate Studios: “There's no such thing as luck. Luck is when preparation meets opportunity” (Seneca). Lorraine Maurice, SAP: “Your positive action combined with positive thinking results in success” (Shiv Khera). Join us for Marketing SEO 101: Are You Lost or Are You Found?

Duration:00:56:04

Cure for Analysis Paralysis? Conquer Your Data!

3/1/2018
The buzz: “It doesn’t matter in which direction you choose to move when under a mortar attack just so long as you move” (Jeff Boss). Does your company come to a standstill when it’s time to make a business decision because you’re overwhelmed by the amount of data available? You’re not alone. Applying data is crucial to informed strategic decisions. But over-analyzing can happen without best practices and key metrics to help put your company on the path to solid data-driven decision making. The experts speak. Dave Ochser, Overland Tandberg: “We’ve got a long way to go and a short time to get there” (Smokey and the Bandit). Nicole Laster, Brown Bag Marketing: “If you don't educate yourself, you'll never get out of the starting block because you'll spend all your money making foolish decisions” (Sherlock Holmes). Lorraine Maurice, SAP: “It is a capital mistake to theorize before one has data” (Daymond John). Join us for Cure for Analysis Paralysis? Conquer Your Data!

Duration:00:55:28

Encore: Small Business Marketing: Look Ma, I'm On Video!

2/1/2018
The buzz: “Video is the perfect venue to showcase the “you” of your company” (Brad Jefferson, Mashable.com, 2015). Traditional boundaries to producing and accessing marketing media are vanishing as consumers prefer to interact with content via their mobile phones and tablets. What works best? Video! Inc. magazine projects video will comprise 80+% of all web traffic by 2019. Video marketing – once affordable only by big brands with big wallets – is no longer expensive or complicated. Ready to learn how? The experts speak. Matt Singer, Videolicious: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel” (Maya Angelou). Jay Maurice, Lessons In Your Home: “To play a wrong note is insignificant; to play without passion is inexcusable” (Ludwig van Beethoven). Lorraine Maurice, SAP: “No matter what you do, your job is to tell your story” (Gary ”V” Vaynerchuck). Join us for Small Business Marketing: Look Ma, I’m On Video!

Duration:00:56:36

Encore: Balancing Act: Your Small Business Marketing Strategy

11/30/2017
The buzz: “Marketing is too important to be left to the marketing department” (David Packard). Marketing is at the heart of your business success. In fact, most aspects of your business depend on it. But to introduce your product and service to today’s socially connected, ecommerce-savvy prospects – and turn them into loyal customers who keep coming back – you heed to combine and balance traditional and social marketing tactics. Ready to decide how, where and when to invest your funds and resources? The experts speak. Trish Nettleship, UCB: “Sound strategy starts with having the right goal” (Michael Porter). Lisa Durrett, Legacy Worldwide: “Attitude is a little thing that makes a big difference” (Sir Winston Churchill). Lorraine Maurice, SAP: “All progress takes place outside the comfort zone” (Michael John Bobak). Join us for Balancing Act: Your Small Business Marketing Strategy.

Duration:00:56:15