Powering Digital-First CX With A Stronger Focus On Brand

Brand touches and impacts everything we do. Yet, we don't often think about brand beyond shiny messages or cool logos ... but we should! With the acceleration of digital transformation, and the sudden pause of physical interactions, brand has quickly jumped to the top of the priority list for many B2B organizations. In fact, one-third of CMOs now place it as a top marketing capability, according to Gartner. It's time to shift the focus on how to have a brand perspective, make sure purposes are communicated and how you're differentiating yourself from the competition. Michael Ruby, Chief Creative Officer at Retina Communications (the ANA 2020 Agency of the Year), will shine a light on the importance of brand in 2021 and beyond during his session at the upcoming B2B Marketing Exchange, which he will present alongside his CEO Ted Kohnen.

The Keys to Creating Emotive Content Experiences

The New Rules Of Outbounding

Skip Miller is one of the top sales trainers in Silicon Valley. With a client roster that represents a who’s who in the space, including Zoom, Google, Tableau and Stripe, Skip has also helped small and growing businesses across industries. What is the universal trend impacting all B2B organizations? Winning new logos. During this episode of the B2BMX Podcast, Skip shares takeaways from his book, Outbounding: Win New Customers with Outbound Sales and End Your Dependence on Inbound Leads, including ways marketing and sales can better align and collaborate to create messaging that drives net-new sales and recurring revenue.

Inside West Monroe’s Pandemic Marketing Playbook

Tackling B2B’s Big Trust Problem

Whether B2B or B2C, all brands need to focus on building customer trust. This is especially true as more people grow cynical of media, political figures and businesses. Margot Bloomstein has helped organizations like Canon, Harvard University, Fidelity and Sallie Mae develop their brand messaging and content strategies. She has taken these experiences, and her study of the evolving media and business climate, to author a new book: Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap. During this episode of the B2BMX Podcast, hosts Klaudia Tirico and Alicia Esposito dig into Margot’s work and takeaways from the book.

Friends of B2BMX Share 2021 Resolutions

Sure, they have a bad rap, but we believe that New Year’s Resolutions allow us to reflect on the past year and forge a positive path forward. Because so many of us had to navigate new challenges and new conditions in 2020, the B2BMX team wanted to hear how some of our peers were setting their goals for 2021. In this special episode, hosts Klaudia Tirico and Alicia Esposito discuss some of the findings, which are featured in a new interactive experience.

How Your Partner Portal Can Rival Amazon

Making your channel partners sort through everything you have simply to find what they need can make your portal a no-go zone. By creating personalized portals that recognize the variety of roles within partner organizations, channel-first companies are creating engaging and efficient experiences designed to set partners up for success. During this episode, which is a replay of a B2B Sales & Marketing Exchange session, Cindi Johnson, Global Director of Partner Programs at Tanium, discusses how her company is boosting channel engagement—especially among partner sales staff—by creating personalized portal experiences.

The 2021 Growth Marketing Playbook

With more than 17 years in the digital marketing space, Oren Greenberg has helped B2B and B2C organizations implement growth strategies that span different channels. Based on his experiences and conversations with clients, he believes the art and science of growth marketing will evolve significantly in 2021 to emphasize cost efficiency, relationship building and deal expansion, and setting clear expectations based on revised budgets. During this episode of the B2B Marketing Exchange podcast, Oren reveals how B2B organizations can establish and perfect their plans in the New Year.

So, You Want To Be A CMO?

Did you know that less than 1% of marketers have a shot at becoming a CMO? Most marketers have no clue on what it takes to become a CMO and even worse, they cannot ask or a get a straight answer from their CEO. The reality is that if you want this highly coveted spot in the executive suite, you need to build and manage key relationships, identify your superpower and answer some tough questions about your goals and vision for your life. After more than 50 CMO interviews on the #FlipMyFunnel podcast and by being a two-time CMO himself, Sangram Vajre is ready to help you determine whether you're suited for a CMO spot. This week's episode, which is a replay from the B2B Sales & Marketing Exchange online experience, covers it all.

ABM Lessons (And Fails) From E2open

2020 has been a year of learning, evolving and adapting for many of us, especially in our professional lives. In our efforts to pivot to "the new normal," we've had to take big risks. In some cases, that has meant failing miserably. But Annika Helmrich and Kathy Mammon believe the key to failing effectively is taking these learnings and doing something productive with them. This week's episode is a replay of one of our most popular sessions from the B2B Sales & Marketing Exchange online experience: 6 Lessons — And Struggles! — E2open Learned Navigating ABM In 2020.

Using TikTok To Guide Your Revenue Strategy

Ever laid in bed at 2 a.m. watching video after video on TikTok? If not, you’re missing out on an experience that can reshape your 2021 revenue strategy. Over the past eight months, Dr. Debbie Qaqish, Partner and Chief Strategy Officer for The Pedowitz Group, has spent way too much time on TikTok. And while many might think this a frivolous use of time, she has discovered three crucial takeaways that sales and marketing can use to grow revenue. This week's episode is an audio version of Qaqish's session from this year's B2B Sales & Marketing Exchange online event. If you want to see the visuals to support the sound, check it out on-demand now. Bonus: You'll get access to our 50+ other sessions and keynotes.

Event Producers' Big Diversity Problem

During the day, Christine Farrier is Senior Director of Partner Marketing at Demandbase. The rest of the time, she's building Black In SaaS, a community and platform designed to close the ever-present gap between event producers and black executives in the SaaS space. Her expertise in B2B has helped Christine build and nurture relationships, but Black In SaaS represents a new opportunity for vendors and other event hosts to call in a new, diverse set of voices to build out their communities. During this episode, Christine and co-host Alicia Esposito discuss the challenges with event planning, how Christine is building the Black In SaaS ecosystem and how all B2B players can get involved.

Marketing In Times Of Crisis: Embracing Empathy Is The Key To B2B’s Future

Today’s business leaders are looking to cut marketing costs while also achieving growth. They demand marketing to show ROI. And yet, every day, we are getting asked to promote our products and services in ways that may not work. In order to bridge this gap, the courageous marketer is focused on demonstrating business value to executives by making customers the heroes of the stories they tell. Because brilliant marketing leaders know that by focusing on customer value, we deliver better outcomes for the entire business. In this presentation, which was first given at the B2B Sales & Marketing Exchange online experience, bestselling author Michael Brenner shares why the future of marketing is about activating the storytelling talent and expertise of your customers and employees.

Inside The B2B Sales & Marketing Exchange's Shift To Digital

Like many other event producers, Demand Gen Report had to completely reimagine its B2B Sales & Marketing Exchange event. As many teams know, this is not a copy-and-paste scenario. It's up to the content, marketing and customer success teams to collaborate and design an experience that's true to what makes the event great, while also embracing the best of digital. During this episode, hosts Alicia Esposito and Klaudia Tirico sit down with Sheri Butts, who is Demand Gen Report's Director of Demand Generation and Growth Marketing, to discuss their journey in reimagining the B2B Sales & Marketing Exchange...struggles and all.

Achieve Alignment Transformation To Fuel The Revenue Engine

The Intersection Of Mindfulness And Business

Let's face it, we've all been feeling a lot of stress during the pandemic. Some of us are juggling work and family life. We're managing virtual schooling schedules, caring for at-risk family members, and simply trying to stay productive and creative in our daily work. If ever there was a time for us to be more empathetic and more understanding of each other, it's now. Emotional intelligence (EQ) and kindness are both crucial, especially in business. Mindfulness can help us achieve both. During this episode, host Alicia Esposito sits down with Cole Baker-Bagwell, who is the Founder of Cool Audrey, to discuss the intersection of mindfulness and business.

Thinking Beyond Customer Acquisition

For B2B organizations, sales and marketing collaboration has always been advised. But today, it's crucial. Both parties must work together to develop captivating campaigns that combine relevant content and compelling conversations that set prospects and customers up for success. As the founder of Sales Schema, Dan Englander has helped agencies boost their customer acquisition and build loyal bases of satisfied customers.

Creating A New 'Plan A' w/ Jay Acunzo

Has quarantine life left you in a digital daze? You're certainly not alone. Although we're all trying to stay safe and healthy in these times, we can't help but crave face-to-face interaction. We're looking for real, authentic conversations complete with eye contact. But how can we create that feeling for our audiences (and ourselves) when all we have are webinar platforms and virtual meeting rooms? Jay Acunzo, who is a podcast host, author, speaker and founder of Marketing Showrunners, has done his fair share of virtual experiences, and he has some strong thoughts about how COVID-19 is forcing marketers wake up from their digital daze and find new ways to connect with their communities.

How To Get More From LinkedIn

Because of COVID-19, our time online has skyrocketed. Rather than going to networking events and conferences to build new relationships, we're turning to virtual round tables and cocktail hours and, of course, social media. LinkedIn has become an integral "watering hole" for B2B professionals who are eager to find new job opportunities, share ideas and bolster their positions as thought leaders in their industry. But what new features and capabilities can B2B execs and brands take advantage of?