Episode 25: Scaling Recruitment via LinkedIn Ads & Micro-Segmentation | AJ Wilcox

On the latest episode of the Interesting B2B Marketers podcast, Steve sits down with Anthony, Co-Founder & CEO of his recent entrepreneurial venture, Audience Plus, which aims to empower businesses using editorial media and thought leadership to spur growth.

They dive into the transformative power of thought leadership and content in shaping market categories. Anthony highlights the essence of a robust content strategy and the role of specialized teams in executing it. He cites impactful outcomes, from billion-dollar acquisitions to creating new, globally recognized job functions.

Their conversation also navigates the nuances of hosting successful conferences in the post-pandemic era. Emphasizing event positioning, speaker selection, and innovative tactics for registrations, they discuss the allure of unique experiences and the impact of strategic venue selection.

The episode gives a glimpse into Anthony's unexpected entry into marketing at Gainsight, stressing the importance of adaptability and mentorship. They end by discussing the evolving B2B marketing landscape post-pandemic, emphasizing the need for fresh strategies to stay relevant in this dynamic field.

Connect with Anthony Kennada and Steve Goldhaber on LinkedIn. 

In the latest episode of the Interesting B2B Marketers podcast, Steve Goldhaber converses with Pegasystems' digital marketing strategist, Zoe Kazmierski. They delve into the pivotal role of integrating SEO and paid search teams, emphasizing the benefits of a consistent user search experience. Drawing from shared data, they highlight the potential for increased visibility, cost savings, and improved click-through rates.

Shifting focus, the two experts discuss the essence of a data-driven approach in guiding buyer decisions. Zoe elaborates on how you can leverage varied data sources, like search data and win-loss interviews, to address buyer needs and stand out in a competitive market.

Lastly, personal narratives unfold as Zoe recounts her transition from publishing to marketing, emphasizing team alignment in today's digital realm. Steve underscores the importance of effective messaging and the challenges businesses encounter in establishing clear priorities.

Connect with Zoe Kazmierski and Steve Goldhaber on LinkedIn. 

In the latest episode of the Interesting B2B Marketers podcast,  Steve sits down with Jeff Swystun, a seasoned marketing consultant with experience ranging from global brands to startups. 

The two engage in a multifaceted conversation that covers various challenges and strategies in modern marketing, including a case study on a global social network and another on a tech company looking to enhance its thought leadership. Jeff also shares insights from his work with service businesses that are "invisible," emphasizing the importance of dynamic "go-to-market" plans. 

The conversation takes a nostalgic turn as Jeff reflects on lessons from his early days running a beach restaurant, highlighting the value of understanding customer needs and focusing on foundational aspects of business. 

The episode rounds out with a spirited discussion on the love-hate relationship both have with modern marketing, from its endless potential for creativity and impact to its pitfalls, such as over-reliance on technology. 

Steve and Jeff advocate for hands-on learning and share the timeless value of foundational principles in marketing, drawing parallels between lemonade stands and complex tech sales.

Connect with Jeff Swystun and Steve Goldhaber on LinkedIn.

In this episode, Steve Goldhaber sits down with Christian Klepp, the co-founder and director of EINBLICK Consulting, to delve into the intricate world of B2B marketing. They kick off the conversation with the complexities of branding in joint ventures, emphasizing the challenges and importance of merging different corporate cultures.

The episode also explores a successful case study where gamification was used to engage engineers, resulting in high engagement and lead generation. Another highlight is the turnaround story of a global adhesives company that revamped its internal communications strategy, achieving improved readership and engagement.

Both seasoned marketers share personal anecdotes from their careers, discussing highs and lows, including the importance of aligning on objectives and being open to external feedback. Christian offers valuable advice for emerging marketers, cautioning against the pitfalls of being a people-pleaser.

Whether you're new to the field or a seasoned marketer, this episode is packed with insights and practical tips that are not to be missed.

Connect with Christian Klepp and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber is joined by Vanessa Hartung. Vanessa is a seasoned content marketer who has spent her career mastering the intricacies of B2B SaaS marketing.

During this conversation, Steve and Vanessa delve into:

• The creation and strategic value of owned communities for customer engagement and insight collection
• The journey from rented to owned social channels, including strategies, challenges, and outcomes
• Lessons from a range of marketing case studies, including a failed brand awareness campaign and a successful website rebrand
• Vanessa's entry into the marketing field and her unique approach of marrying creativity with a deep understanding of audience psychology
• Strategies for gaining deep insights into customers' minds, like leveraging sales call recordings and in-person events
• Vanessa's invaluable career lessons, such as the importance of visible work tracking and the power of confidently sharing expert opinions

Connect with Vanessa Hartung and Steve Goldhaber on LinkedIn to continue the conversation and gain further insights.

In the latest episode of the Interesting B2B Marketers podcast, Steve Goldhaber sits down with Vyond's Chief Commercial Officer, Van Diamandakis, to delve into a rich tapestry of experiences spanning his multifaceted career.

Their conversation covers intriguing case studies including a large telecommunications company's $1.6 billion venture into the computer business, the challenges and triumphs of brand congruence, and a smaller company's impressive growth from $25 million to $400 million in the LAN optimization field. They also examine the complex transformation within a global $3 billion company, exploring the process of aligning various business units, overhauling disparate products, and unifying the brand over three years.

The episode then shifts to a reflective journey through different eras of marketing and advertising, focusing on the transformative power of creativity. Starting from Van's early days in advertising, they discuss shifts in marketing paradigms, including the Dell dude campaign, and the challenges and rewards of balancing product-centric advertising with compelling storytelling. They share insightful anecdotes and lessons from working with industry titans, illustrating the evolution of marketing and brand strategy.

Connect with Van Diamandakis and Steve Goldhaber on LinkedIn.

Steve Goldhaber welcomes Mark Kilens, an accomplished marketer boasting over 15 years of industry experience, to this episode of the Interesting B2B Marketers podcast. With an impressive career spanning organizations like HubSpot, Drift, and Airmeet, Mark's insights are grounded in extensive practical experience.

In this episode, the duo delves into several riveting topics:

• The transformation process of businesses from a community-led model to a member-led model.
• The creation of a new category in a saturated B2B marketplace.
• Candid insights from Mark's time at HubSpot, focusing on its unique workplace culture.
• An exploration of future trends in inbound marketing.
• Strategic ways for B2B marketers to stand out in their field.
• The importance of adopting a CEO's mindset for successful marketing.

Tune into this engaging conversation on Apple, Spotify, and the 26 Characters website.

Stay connected with Mark Kilens and Steve Goldhaber by following them on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber talks with Mark Colgan, a seasoned B2B sales and marketing professional with 14 years of experience. They delve into Colgan's professional journey from recruiting to co-founding a 20-person PR agency, exploring his hands-on experience in digital marketing and revenue leadership roles. 

Colgan reveals his unique approach to leveraging thought leadership to initiate meaningful conversations with potential customers. He discusses how his strategies of interviewing those involved with Series A funding and using the generated content to reach out to companies have resulted in increased engagement and conversions. 

Further, they discuss the potential of podcasts as a platform for reaching targeted audiences and fostering genuine relationships, including tips for identifying suitable podcasts and how being a guest can boost business opportunities. 

The episode provides a comprehensive look at the evolving landscape of marketing strategies, the importance of understanding your audience, and the value of authenticity in marketing.

Connect with Mark Colgan and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber is joined by Mark Donnigan, a dynamic professional whose career spans across computer science, music, and revenue strategy. Mark's unique blend of technical expertise and marketing savvy offers listeners a rich, multifaceted perspective on the marketing landscape.

The conversation covers a range of compelling topics, including:

• The complexities and extended sales cycles in B2B technology sales, such as video encoding integration.
• The evolution of marketing strategies that emphasize a deep understanding of the audience's mindset.
• The shift from traditional brand promotion to fostering industry-wide dialogues and building communities.
• The importance of understanding customer problems over solely focusing on product specifications in B2B sales and marketing within technical environments.
• The need for marketers to have a deep understanding of their industry ecosystem, the customer's needs, and the ability to frame a product's value in a problem-solving context.
• The role of credibility and setting aside ego in marketing is exemplified by personal anecdotes from Mark's early experiences in marketing.
• The risks of marketers becoming isolated in their 'marketing bunker' and the importance of direct conversation in marketing.
• The challenges and cultural aspects of Salesforce integration, and the importance of understanding user perspectives.
• A brief reflection on their experiences and excitement working in the tech sector.

To keep up with the insightful conversations and learn more, connect with Mark Donnigan and Steve Goldhaber on LinkedIn.