#b2bmarketing

In the latest episode of the Interesting B2B Marketers podcast, Steve and Ari Capogeannis, Head of Revenue Marketing at Nvidia,  discuss the balance between traditional and new marketing approaches focusing on data-driven transformation. 

They delve into revenue marketing, account-based marketing (ABM), and people-based marketing, as well as the value of customer relationships and cultivating data for personalized experiences. They also share their insights on vendor lock-in marketing technology stacks, the complexity of B2B marketing, account journey analysis, decision-making units, exploratory data work, and actionable insights from data rather than relying on single points. Finally, Ari reflects on his first job in marketing and offers advice for marketing teams looking to identify the best strategies for revenue growth. 

Tune into the latest episode of the Interesting B2B Marketers podcast to hear Steve and Ari's conversation about data-driven transformation and the importance of aligning with other departments for a holistic approach to ROI.

Connect with Ari Capogeannis and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber sits in with Jeff Coyle, co-founder, and chief strategy officer of MarketMuse with 25 years of experience in content strategy, lead generation, and search engine optimization.

They discuss how to increase leads for product lines with content strategies, the importance of evaluating strengths and weaknesses before allocating a budget for campaigns, the misuse and risks of AI in content creation, Jeff's first job in marketing, and embracing failure and change.

Listen as he shares his insights on the topics covered. Tune in to learn more!​

Connect with Jeff Coyle and Steve Goldhaber on LinkedIn.

This episode of Interesting B2B Marketers Podcast features guest Charlie Riley,  Vice President of Marketing for North America at Send,  who has extensive experience working with franchise groups and building a local co-marketing co-op. 

Together, Steve and Charlie discuss various aspects of marketing such as operations optimization, leveraging AI and automation tools for efficiency, and the importance of internal education and communication. They explore topics like community-led sales and marketing, building relationships with customers, asynchronous methods for meetings, understanding product offerings, and balancing between automation tools and human touch in marketing. 

This episode provides useful advice for marketers on effective communication and operations optimization to maximize their efforts in the B2B space.

Connect with Charlie Riley and Steve Goldhaber on LinkedIn.

On the latest episode of Interesting B2B Marketers, Steve Goldhaber sits with Joel Harrison, one of the founders of B2B Marketing, an information services organization focused solely on B2B marketers. 

He discusses two award-winning marketing campaigns, one utilizing AR technology to connect with customers on a social impact level and another that focused on customer experience using a book club. They also delve into the evolution of marketing and how AI is changing its role in content creation. 

Lastly, Steve and Joel emphasize the need to stay creatively curious and continuously learn in this field as well as the value of humility for successful marketing endeavors. 

Tune in for insight into how agencies have adapted over time, how creativity is important in marketing, and how technology has impacted customer expectations.

#marketing #b2b #b2bmarketing #marketingtips #interestingb2bmarketers

Connect with Joel Harrison and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve sits in with Katie Robbert, Co-Founder and CEO of Trust Insights, a marketing, analytics, and data agency.

Katie discusses the power of natural language, machine learning, and artificial intelligence to unlock insights from customer feedback. They give advice on how businesses can leverage tools to create a deeper understanding of their customers' needs, beyond just conversion. 

The conversation also dives into the intersection of marketing and technology, offering tips for those working with developers. Other topics discussed include Google Trends, the potential for an Apple-Google merger, the psychology of marketing, being patient in your technology journey, and advice they would give their younger selves.

Tune in to learn more!

Connect with Katie Robbert and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Chris Freeman, Advisor & EIR at Techstars, Colliers Intl., & Food Foundry, shares his experiences as a tech advisor and startup mentor. Chris discusses a case study about a startup that utilizes technology to impact the lives of the deaf and hard-of-hearing community. The conversation covers the challenges faced,  strategies employed to overcome them, and the importance of finding talent within niche communities.

Steve and Chris delve into the significance of effective communication, sales training software, and networking strategies. They also touch on Chris's mentoring work with a food accelerator and his assistance in helping a company find office space. Finally, the discussion explores advertising best practices and the need for B2B marketers to focus on the fundamentals in their tech stacks.

So tune in to hear Chris's journey and the valuable insights he has to share!

Connect with Chris and Steve on LinkedIn.

This episode of the Interesting B2B Marketers podcast features a conversation between Steve Goldhaber and Michael Brenner, an experienced marketer with a 25-year career in sales. 

In this episode, they discuss how Michael got into marketing and how to create effective content strategies that meet the needs of customers. They also cover topics like employee activation programs, developing an online content strategy, and creating a solid editorial strategy. 

Finally, they discuss the power of compounding results, the importance of consistency in content creation, and advice for their younger selves about life and career. 

Tune into this episode to learn how to create an effective B2B marketing strategy!

Connect with Michael Brenner and Steve Goldhaber on LinkedIn.

Vor wenigen Wochen wurde ein wichtiger Preis in der  Österreichischen Marketinglandschaft vergeben: Der Dialogmarketing-Award des DMVÖ. Diese Auszeichnung würdigt herausragende Leistungen und Innovationen im Bereich des Dialogmarketings.

Und den hat dieses Jahr eine junge Frau gewonnen, weil sie aufgezeigt hat, wie durch den intelligenten Einsatz automatisierter Prozesse das Dialogmarketing effektiver und effizienter gestaltet werden kann: Larissa Thaler, Marketing Automation Expertin bei der Dialogschmiede in Wien.

In der Begründung heißt es, sie habe den Titel gewonnen, weil sie das moderne Dialogmarketing verkörpert und durch ihre Pionierarbeit im Bereich Marketing Automation maßgeblich zum Erfolg großer und wichtiger Projekte 2022 beigetragen hat.

Natürlich haben wir die frisch gebackene Dialogmarketerin des Jahres sofort zu unserem Podcast eingeladen!

Noch einmal: Herzlichen Glückwunsch, Larissa!

Wir freuen uns über euer Feedback: podcast@dmvoe.at
Mehr Informationen zu unserem Podcast und die Arbeit unserer B2B Expert Group beim DMVÖ

In this episode, Steve chats with Bill Macaitis, a seasoned marketing advisor with expertise in capital-efficient growth models. With extensive experience in advising B2B and B2C companies, Bill offers a unique perspective on scaling businesses with limited resources. Their conversation revolves around two key topics: establishing a robust brand identity in B2B marketing and executing impactful media campaigns.

Bill stresses the importance of creating a memorable brand identity that differentiates companies, going beyond lead generation. He shares a real-life example of assisting a startup in developing a distinct visual identity and editorial tone, resulting in heightened brand affinity and customer engagement. Steve and Bill also delve into the challenges of measuring marketing campaign effectiveness and the value of involving stakeholders in testing creative alternatives. They touch upon the significance of communication and empathy in the workplace, highlighting how connecting with colleagues and stakeholders fosters understanding and support for marketing endeavors.

Join this episode to gain valuable insights from Bill Macaitis on building a strong brand identity in B2B marketing, executing successful media campaigns, and promoting effective communication within the workplace.

Connect with Bill and Steve on LinkedIn.

In this episode of Interesting B2B Marketers podcast, Courtland Goldengate, Marketing Director at Snowflake, discusses his data-driven approach to the 2007 subprime mortgage crisis, highlighting how he leveraged data insights to identify customers and engineer successful marketing campaigns.

Courtland and Steve explore the power of data in gaining valuable insights and a competitive market advantage. They stress the role of an analytical background and the importance of sharing original data for exposure and media coverage. The conversation also covers Courtland's experience in marketing a web filtering product initially designed for consumers but eventually finding a lucrative business use.

They discuss the use of data in upgrading customers to a new business plan and the challenges involved. Lastly, they touch on the nuances of marketing to individuals versus organizations and the significance of fostering quality conversations at trade shows.

Follow Courtland and Steve on LinkedIn.

In this episode of Interesting B2B Marketers Podcast, Steve sits down with Rissa Reddan, Partner and Chief Marketing Officer at West Monroe, to discuss the challenges of rebuilding and dismantling a brand after an acquisition. Rissa shares her personal experience of reviving a company's brand only to see it disappear after a few months, highlighting the emotional attachment that marketers can have with their work. Steve also shares his own story of working on a rebrand and the lasting connection he had with the brand book he created.

The conversation then turns to the importance of aligning marketing strategy with business strategy and the need for marketers to adapt to changes in the business context. Rissa and Steve reflect on the challenges of staying ahead of the curve in online education and the power of AI in generating insights for marketers, while also addressing the ethical concerns surrounding biased technologies. They conclude with tips for staying connected and learning in the fast-paced world of marketing, with Rissa giving advice to her younger self to focus on what really moves the needle in business. Tune in to this episode for valuable insights on branding, marketing strategy, and staying relevant in the business world.

Connect with Rissa and Steve on LinkedIn.

In this episode of Interesting B2B Marketers, Steve chats with John Short, CEO of Compound Growth Marketing, about the challenges of building SMB awareness. John shares his experience in creating a distribution machine for an HR company, focusing on paid acquisition and content. They discuss the limitations of relying solely on data and emphasize understanding a company's payback time, setting up measurable KPIs, and the role of CRM in marketing-sales collaboration.

Steve and John also explore the challenges of attribution in B2B analytics and the development of an account-based attribution model. They highlight the importance of data triangulation, leveraging different platforms, and fostering healthy tension between sales and marketing teams to achieve measurable goals.

Connect with John and Steve on LinkedIn.

In this episode of Interesting B2B Marketers, Steve Goldhaber sits in with Scott Vaughan, Fractional Executive & GTM Advisor to CXOs & Investors at Vaughan Go-to-Market Advisory, discussing the importance of redefining the role of Chief Marketing Officer and how it can have a significant impact on a company's success.

Listen as they discuss sales and marketing alignment issues in the context of a government technology company, as well as how to help a startup scale quickly by focusing on a specific market segment. 

They also talk about the importance of working with people who share similar values, creating impactful content that ties back to go-to-market strategy, navigating go-to-market strategy as a senior marketer, and the importance of getting new perspectives and going to truth-tellers. 

Finally, they touched on meetings and scenarios where they don't enjoy being in and how culture plays a big role in driving good or bad meetings.

Tune in for more insights on how to better navigate the go-to-market strategy!

Connect with Scott Vaughan and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers, Steve Goldhaber and Priscilla McKinney discuss the value of market research and self-reflection in marketing. Through a case study example about a large facility provider for focus groups, they bring to light how collaboration can help industries boost performance. 

They then share their own experiences from their first jobs in marketing and how it has influenced their approach. They also talk about the use of market research as an insurance policy, the importance of using it to learn instead of just validating, reverse mentorship, and the need to prepare and respect audiences. 

All these topics are vital for successful B2B marketing research. Lastly, they emphasize the need to constantly learn and network in order to stay ahead of trends.

Connect with Priscilla McKinney and Steve Goldhaber on LinkedIn.

In this episode of Interesting B2B Marketers, Steve is joined by AJ Wilcox, founder of B2Linked, a company that specializes in LinkedIn ads. AJ discusses an intriguing case study where his company aided a client to scale recruitment efforts by segmenting the audience into micro categories and tailoring messaging for each. AJ and Steve delve into the early days of LinkedIn advertising, the importance of audience targeting, and the need for cohesion between sales and marketing teams. 

The conversation further explores useful tips for enterprise-level professionals seeking to leverage LinkedIn more effectively and the delicate equilibrium between sales-driven content and brand messaging. This insightful episode with AJ Wilcox is one not to miss.

Key takeaways from this episode include:

• LinkedIn ads can be a powerful tool: Both for recruiting and B2B prospecting, LinkedIn ads have proven to be effective.

• The power of audience segmentation: Segmenting the audience and customizing messaging can significantly enhance the efficacy of LinkedIn advertising campaigns.

• The necessity of software management: When dealing with a large number of micro-segments, using software to manage campaigns can be crucial.

• Cost-effective targeting strategies: On LinkedIn, targeting by job title can prove more cost-effective than targeting by skill.

• The need for sales and marketing synergy: Breaking down barriers between sales and marketing can lead to the creation of more actionable and effective content for B2B marketing efforts.

Connect with AJ and Steve on LinkedIn.

In this episode of Interesting B2B Marketers, host Steve is joined by Amanda Elam, CMO of Bloomreach. Amanda, a dedicated B2B SaaS marketer, brings a wealth of knowledge and passion for technology, data, and creativity to the conversation. She divulges her insights into a successful rebranding campaign she spearheaded for a tech company transitioning from on-premise to cloud offerings and discusses the challenges of building a community during a pandemic. The interplay between technology and human elements in decision-making and problem-solving also forms a significant part of their dialogue.

Key takeaways from the episode include:

• Successful rebranding requires a delicate balance: Amanda emphasizes the importance of considering the company's existing customer base and revenue streams during rebranding, along with thorough market research and testing. 

• Infuse the human element into business decisions: Amidst the challenge of transitioning from a demand and growth mindset to community building during the pandemic, Amanda stresses the significance of the human element in business decisions.

• Building a successful community: Transparency, gathering like-minded people, and providing a forum for shared experiences are crucial elements in constructing a thriving community.

• Merging different tech companies: The merging of two distinct technology companies with differing personas, market segments, and buying profiles can present challenges. Amanda underscores the role of quality content in building trust and achieving better personalization in the digital ecosystem.

• Beware of overpromising: Amanda cautions against making claims that sound good but aren't necessarily achievable, underscoring the importance of realism and transparency in leveraging technology and human elements to solve problems.

Connect with Amanda and Steve on LinkedIn.

 Seit 2010 wurden in Österreich 2800 Startups gegründet: 2017 war der Höhepunkt der Entwicklung (343), die neuesten Zahlen sind leider nur von 2020, da waren es 235 (Statista).
Die Branche mit den meisten Startup-Gründungen – das ist wohl keine Überraschung – ist IT/Softwareentwicklung mit ihren meist hoch-innovativen Produkten.
Laut Austrian Startup-Monitor gibt es ungefähr 25.000 Beschäftigte – d.h. es ist ein kleiner, aber vor allem durch die Innovation (KI, Blockchain, Food Tech etc.) interessanter potenzieller Arbeitsmarkt.

Wie aber macht man Marketing für ein Startup? Für etwas, das bei Null anfängt.
Ist es tatsächlich so anders als für ein am Markt etabliertes Unternehmen? Und ist Startup-Marketing für jedermann/jede Frau? 
In Folge 16 steht uns  Andreas Binder, Team Lead Marketing beim Startup STRUCINSPECT  hier in Wien,  Rede und Antwort zu diesen Fragen.

STRUCINSPECT sucht immer nach Kandidaten, die sich für die Arbeit im Startup interessieren. Hier der Link zur Karriere-Seite.

Wir freuen uns über euer Feedback: podcast@dmvoe.at
Mehr Informationen zu unserem Podcast und die Arbeit unserer B2B Expert Group beim DMVÖ

In the latest episode of the Interesting B2B Marketers podcast, Steve is joined by Tim Hughes, the Co-Founder and CEO of Digital Leadership Associates. With a focus on the integral role of social media in business growth, Hughes shares his wealth of experience and knowledge in the digital world, including insights on artificial intelligence, content strategy, and the transformative power of coaching and training.

What you'll learn from this episode:

• The importance of targeted, insightful content: Social media is not just about entertainment. It is a platform for sharing valuable knowledge and skills that can provide fresh insights to audiences.
• Embracing the digital shift: Hughes emphasizes the urgency for organizations that are still predominantly analog to adopt digital strategies. This includes understanding the role of artificial intelligence and the potential it holds for business growth.
• Strategic use of social media: To maintain a competitive edge in business, it is essential to use social media strategically. It's not just about being present on these platforms, but using them effectively to deliver value to the audience.
• The power of coaching and training: Hughes shares his experiences with transforming people's lives through coaching and training, underlining the focus of Digital Leadership Associates on imparting new skills to clients.
  
  

Don't forget to tune in to the full episode to learn more about social media and business growth. And if you enjoyed this episode, please leave a review and share it with your network to help us spread the word.

Connect with Tim and Steve on LinkedIn.

In this episode, Steve Goldhaber is joined by Jon Russo and he discusses his extensive experiences in B2B marketing. He then shares a case study about a SaaS company that pivoted to new areas after optimizing technologies and presenting data. 

They also talk about helping an organization become more strategic with an account-based sales approach, avoiding landmines in the process. Finally, they explore the potential future of B2B sales and marketing, with a focus on personalization and AI. 

They also touch on the impact of online purchasing and the trend toward tailored buying experiences. Jon Russo shares his unique path to his first marketing job after leaving the Army, as well as discusses how marketing today differs from 20 years ago.

Key points from the episode

• Optimizing technologies and presenting data can be a helpful way to pivot business strategy
• Avoid landmines when transitioning to an account-based sales approach
• Personalization and AI are important elements of future B2B sales and marketing
• Online purchasing is increasing, with more tailored buying experiences
• Marketing today is different from 20 years ago, with more advanced technologies available for decisions and strategies.

Connect with Jon Russo and Steve Goldhaber on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber interviews Scott Stockwell, an experienced B2B marketer and consultant with a unique background in retail, management consulting, and brand management. Scott is also the chair of the B2B Council for the Data and Marketing Association and an advocate for a B2B marketing community in the UK called Propolis.

In this conversation with Scott Stockwell, he shares his experience of using tone analyzer and personality insights to identify common themes in gold award-winning entries across 32 categories. They found that an analytical tone and a sense of joy were important in the winning entries, while openness and emotional range (particularly with low harmony) were the key personality traits associated with them. They also discuss a digital fan experience that won one of Joel's B2B Marketing Gold and Grand Prix Awards and the benefits of using design thinking to create sprints to drive engagement and collaboration in an online B2B marketing community.

Steve and Scott both emphasize the importance of co-creation and collaboration in solving problems and finding solutions, and the value of diverse perspectives in the process. The key takeaway is that the shared experience and wisdom from attendees can provide valuable insights to improve marketing strategies.