Marketing Milestones Podcast: Real Stories from Rising Stars in B2B Marketing-logo

Marketing Milestones Podcast: Real Stories from Rising Stars in B2B Marketing

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#30: Lessons From 15 Years of Marketing Parody Cartoons w/ Tom Fishburne

Tom Fishburne, Founder and CEO of Marketoonist, is releasing a book on Oct. 24—but it’s no ordinary book. It’s a collection of 200 or so of Tom’s cartoons from the last 15 years. It chronicles how what has evolved in marketing, what’s stayed the same, and how we as marketers have to not just adapt to new technologies that come along but update our mindset on marketing itself as we go along. Tom’s book, Your Ad Ignored Here, is available for pre-order on Amazon now.

Duration: 00:38:40

#29: How to Fix Inauthentic B2B Marketing w/ Tim Kopp

In this episode Tim Kopp, General Partner at Hyde Park Venture Partners, claims that B2B marketing isn’t always authentic. If that’s the case, why? And how do we change it? When Tim joined B2B, he found it to be uninspired. But there are plenty of companies doing it right, or what Tim calls “marketing from the inside, out.” It’s where you get your employees fully engaged in what you’re doing so that they don’t just hear it but they internalize it and play it back out. If you take all the...

Duration: 00:34:42

28: Lessons from The 12 Powers of a Marketing Leader w/ Thomas Barta

Today’s guest is Thomas Barta, world-renowned leadership researcher and consultant and co-author of the book The 12 Powers of a Marketing Leader. In this one we cover topics like why marketing leaders rarely ascend to the CEO role, how to discover what it is inside you that can make you a leader, and how marketing leaders should build their teams. Check out Thomas’s blog here.

Duration: 00:42:06

#27: 3 Different New and Creative ABM Approaches w/ Ben Plomion

Ben Plomion, Chief Magic Officer at GumGum, has got a few different approaches to ABM that his team forms campaigns around—and they’re really exciting. At GumGum, they do low-touch ABM (what most marketers have adopted) and also high-touch ABM (much more highly customized). Get ready to hear some of their best campaign stories.

Duration: 00:22:28

#26: Developing a Strategic, Scalable Content Engine w/ Micha Hershman

When Micha Hershman came on board as Senior Director of Demand Generation and Inbound Marketing at Eventbrite, they were very category-focused, but they weren’t growing at the rate he thought they could. So they kept the category focus but shifted the business away from a small group of marketers handling multiple verticals at every stage of the buyer’s journey to building out a specialized team. They developed an all-star content marketing team that only does content. In this episode...

Duration: 00:22:35

#25: The Fundamentals of a Professional Marketer w/ Tim Matthews

Years ago, Tim Matthews was looking for a great marketing book. He had countless good books on his shelf, but they were all singularly focused, or very academic. There didn’t seem to be a compendium of all the fundamentals of what makes a marketer successful. So he wrote one. Tim is Vice President of Marketing at Imperva and author of the book The Professional Marketer. In this episode, he covers marketing planning, measurement in the context of executing a plan and establishing a...

Duration: 00:40:36

#24: Why CMOs Need to Look at Marketing Like a Business w/ Armen Najarian

The role of marketing today has fundamentally changed. It’s no longer about simply about building a brand or running a bunch of ads. That’s the stuff of a prior era. The expectations at a board and management team level is that marketing is very dialed into in the business. In many ways, marketing’s mission is driving disruptive growth. That means you’ve got a really good handle on metrics and pipeline, as you’ll hear from today’s guest: Armen Najarian, Chief Marketing Officer at...

Duration: 00:29:33

#23: Why “Quality” Should Describe All Your Leads (And Content) w/ Sangram Vajre

There has been a natural progression in marketing for 15 years from a quantity-based lead system to more of a focus on quality. This new focus on leads that are actually worth the sales team’s time is at the core of account-based marketing. In this episode, Paul interviews Sangram Vajre, Co-Founder and CMO at Terminus, author of Account-Based Marketing for Dummies, and founder of the #FlipMyFunnel community. Sangram covers the fundamental problem of going after the right accounts, how to...

Duration: 00:32:12

22: Understanding Your Audience and Delivering Content That Solves a Problem w/ Dennis Shiao

Our guest is a top content marketer at a company that makes software for content marketers. Today’s guest is Dennis Shiao, Director of Content Marketing at DNN Corp. In this episode, Dennis shares how to keep people aligned to a customer-centric approach, how DNN is harvesting customer success insights, what it means to make the customer the hero, and how he found his way into content marketing even though it wasn’t what he was hired for.

Duration: 00:38:41

#21: How DemandBase Became a Pioneer in the ABM Space w/ Jessica Fewless

Jessica Fewless works at a hot technology company, one that’s leading the space in account-based marketing. As Vice President of ABM Strategy, Field and Channel Marketing at DemandBase, she’s in a position to do exactly what the company advocates on behalf of its customers. In this episode, we cover account-based marketing, field marketing, applying that to partner marketing, artificial intelligence, machine learning, and a whole lot more. Jessica also shares the DemandBase journey to...

Duration: 00:38:04

#20: Diving Into the Newest SiriusDecisions Demand Unit Waterfall w/ Terry Flaherty

“Since its debut in 2006, the iconic SiriusDecisions Demand Waterfall® has been adopted in countless b-to-b organizations.” One of the criticisms of the original Waterfall was its conversion logic, but this year at their Summit in May, SiriusDecisions unveiled an exciting, new-and-improved version of the Waterfall. In this episode, Jason dives into the new Demand Unit Waterfall with Terry Flaherty, Senior Research Director at SiriusDecisions. A warning: if you’re not familiar with the...

Duration: 00:44:48

#19: How DiscoverOrg Grew 5,000% Over 6 Years w/ Katie Bullard

DiscoverOrg has grown 5,000% in six years. In fact, they were just awarded Growth Technology Company of the Year by the Technology Association of Oregon. With that said, what drives growth for companies changes over the years. So we brought Katie Bullard, DiscoverOrg’s Chief Growth Officer, on the show to explain the incredible growth the company has experienced. For any business, growing from 5 million to 20 million is different from growing from 50 million to 100 million. Almost every...

Duration: 00:33:28

#18: Innovative Strategies for Maximizing the Value of Content Syndication Programs w/ Dave Fortino

This week we're discussing content marketing in a broad sense, and especially content syndication programs. Both user expectations and client expectations in the space continually become more sophisticated. Without the ability to keep up with that, companies fall by the wayside. Listen in as Dave Fortino, Senior Vice President of Audience and Product at NetLine Corporation, shares some of the most innovative ways he's seen content syndication programs used.

Duration: 00:38:14

#17: Pain-Point Messaging: The Ideal Flavor of Content w/ Tom Flynn

So much marketing out there is just noise. It isn’t driven by solving problems that your prospects face. You already know about content. It’s king—and will stay that way. There are four P’s for content flavors: Promotional and Product are all about you. Then there’s Point of view (an industry perspective), which is better. But the sweet spot is Pain point messaging. What does it mean to focus on pain, on problems, and the solutions you can bring to make people’s days better? Are you...

Duration: 00:36:34

#16: Combining Inbound Strategy With Account-Based Tactics w/ Ganesh Venkatesh

Inbound marketing efforts and ABM are often considered to be in opposition, or at least to be achieving different outcomes . . . but they don’t have to be. Today’s guest is Ganesh Venkatesh, Head of Marketing at imgix. He shares how imgix identifies the audience they want to attract, develops messaging around each of those, and how that messaging is used as an inbound strategy. Listen in to hear how Ganesh’s team translated the most common customer questions and pain points into...

Duration: 00:25:41

#15: Orchestration of the Digital Customer Journey w/ Isaac Wyatt

We talk so much about the traditional sales funnel, but you don’t hear quite as much about how the customer journey translates to a digital experience. HashiCorp is a “digital native company,” according to our guest today—Isaac Wyatt, HashiCorp’s Senior Director of Go-to-Market Strategies. They have plenty of core questions to answer related to digital, including how to connect people with a quality service or product that solves a problem for them. But in reality, some problems are the...

Duration: 00:25:40

#14: Why Stories Are Superior to Sales Pitches w/ Paul Smith

Storytelling and analogies are so helpful as communication tools. But why exactly? The human brain seems to be pre-wired for story. We’re not rational creatures capable of emotion: it’s the opposite. We make subconscious, emotional decisions, then we rationalize them nanoseconds later. Therefore, if you want to tap into the mind of a decision-maker, you need to influence people emotionally. That’s where stories come in. In this episode Paul Smith, author of Sell With a Story and Managing...

Duration: 00:30:18

13: Why Lean Principles and Digital Marketing Are a Perfect Match w/ Kirsten Paust

Things can always be better. At its core, the “lean” principle is a mentality of continuous improvement. It’s one adopted by our guest today, Kirsten Paust, VP of the Business System Office at Fortive Corporation. Fortive is one of the few industrial companies that really get digital. They have a willingness to understand evolving trends and make necessary changes. While there used to be a day when marketing existed to print brochures, today you’ll be left behind if you don’t adjust...

Duration: 00:35:38

12: Why Modern B2B Companies Need Sales and Marketing Alignment w/ Tracy Eiler

It’s an age-old problem: sales and marketing, walking out of step with each other—and sometimes even getting in each other’s way. A lack of alignment between sales and marketing can’t exist anymore. The seller and marketer are less in control than ever. Alignment is critical. In this episode, we interview Tracy Eiler, CMO of InsideView and co-author of Aligned to Achieve. Tracy shares her own alignment experience with her co-author, InsideView’s VP of Enterprise Sales, and shares some...

Duration: 00:37:44

The Long Tail of MarTech, and Operating in the Gray: Observations from Day 1 of MarTechSF

In this special episode, Jason and Paul review key themes and sessions from Day 1 of Scott Brinker’s MarTech Conference in San Francisco. Listen to hear their discussion of some of the key findings released with this year’s Marketing Landscape, including the long tail of martech, and emergence of a spectrum of platform plays and how that changes the debate from suite vs. best-of-breed to suite + best-of-breed. They also discuss survey findings that showcase the changing perceptions of...

Duration: 00:34:00

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