Unleash Possible: A Podcast For B2b Sales And Marketing Leaders

Technology tools, such as marketing automation, are still very important to marketers, but they don't seem to be evolving into the human side of successful marketing strategies. Join Samantha and her guest, Justin Keller, VP of Marketing at Sigstr, as they talk about how the role of technology in marketing is evolving and the importance of humanizing our customer experiences relative to technology.

The importance of having a fully aligned team cannot be overstated. Building and nurturing a team based on trust and transparency, with clear goals and objectives, will result in increased productivity, accountability, and greater visibility throughout the organization. Join Samantha and her guest, Jasmine Martirossian, VP of Marketing at TUV SUD as they discuss best practices to functionally align teams and how trust leads to innovation.

A buyer's purchase intent is a critical signal for understanding where your customers are in their buying journey. These insights not only can tell you a buyer's propensity to purchase, but also they can accurately focus your marketing efforts where it will drive the most impact. Join Samantha and her guest, John Steinert, CMO at TechTarget, as they discuss the importance of using purchase intent data to build long-term relationships with your customers and how to operationalize buyer's purchasing signals into targetable and actionable marketing plans.

Bridging the communication gap between your data analytics team and your marketing team will get you closer to making sound business decisions and help determine the best places to invest your marketing dollars.  Serious data analysis, like multi-variant regression testing, can provide impactful, long-term decision making opportunities, but for many companies, it would take a roomful of Phd's to understand it. Samantha and her guest, Christopher Engman, CRO and CMO of Proof Analytics explore the complexities of data, regression testing, marketing mixed modeling and discuss what best practices can be implemented to make solid marketing decisions.

Corporate sales cultures have well-defined stereotypes of what they believe make up a good sales person, and train them accordingly. But one quality most left out is emotional intelligence the ability to know yourself, your strengths and weaknesses, and to adapt to the communication styles of others. Samantha and her guest, Liz Simpson, Founder of Stimulyst, discuss how to break the barriers to traditional sales training and to teach salespeople to embrace what makes them strong instead of adhering to textbook sales tactics that sometimes fail.

Like the old saying, "If you don’t know where you're going, any road will get you there." Same is true for marketing strategies. It's not about the to-do lists, tactics, or execution, but tying those activities back to the fundamental strategy that paves the road to success. Samantha and her guest, Mike Mooney, Senior Marketing Director at Thrive TRM, discuss marketing strategies at multiple levels of a company's business lifecycle and what really matters for growth and success.

In B2B, it's critical to understand how buyers consume information digitally, and how we must align our sales and marketing strategies accordingly. Building a sales strategy, with a marketing mindset, that helps customers solve their problems is critical for long-term growth and success. Listen in with Samantha and her guest, Todd Hockenberry, Author and Founder of Top Line Results, as they discuss the importance of being attuned to your customers' entire buying experience and how customers buy online directly impacts your sales and marketing strategy.

  Over-scripting our conversations is definitely not the way to go if we want to generate a dialogue that's authentic and real. Genuine, human conversations that can get to the soft knowledge of the person we're speaking with will open up the dialogue to real quality thinking and application. Join Samantha and her guest, Kerry Gorgone, host of the Marketing Smarts and Punch Out with Katie and Kerry podcasts, as they talk about the importance of getting to the human side of conversations.

Fundamentally, what your customers say about you is your brand. Therefore, it's imperative to build your product strategy with an integrated product & content marketing team who are directly aligned with sales, your eyes and ears on what your customers are saying about you. Listen in with Samantha and her guest, Alex Kevork, Global Vice President, Integrated Segment and Product Marketing Strategy at Monster, as they discuss the importance of having strategic product strategies, especially in environments with diverse audience expectations.

Content and product marketing play critical roles in attracting and retaining the right type of buyer for your products and services. But, as content marketing has grown as a marketing discipline, many aren't sure where the line should be drawn between the two. Listen in as Samantha and her guest, Karo Sadowicz, Director of Customer and Product Marketing at SnapApp, as they discuss the importance both marketing roles play in building lifetime value for your customers and how each touches so many facets of your organization.

ABM has come a long way in a few short years. When it began, some considered it a customer acquisition-only strategy. Organizations are now seeing the real value of AMB, applying it to key accounts in their pipelines and growing their businesses through product expansion. All in the spirit of transparency and building customer trust. Samantha welcomes back, Sangram Vajre, Founder of Terminus and author of a new book, ABM is B2B, as they discuss the shifts and transitions that have happened in ABM.

Win/loss analysis provides a rich understanding of your product, your market, and your buyer's processes. Building a win/loss program that produces honest and actionable data on a regular basis is key to adjusting your sales and marketing strategies. Join Samantha and her guest, Ryan Sorley, Founder of DoubleCheck Research, as they discuss best practices to build a strong win/loss program for your organization. It just might improve the relationship between sales and marketing along the way.

Join Samantha and her guest, James Carbary, Founder of Sweetfish Media, as they discuss practical ways to include audio content into your marketing portfolio and how podcasting may be the right fit to grow your business. You might be surprised how effective it can be at initiating a business relationship.

Quantitative data about our buyers gives us attributable metrics for our sales and marketing plans, but beyond those demographics is the human side of the buyer that defines their desires and motivations which affect the buyer's journey. Listen in with Samantha and her guest, Claudine Bianchi, Chief Marketing Officer at Zoovu, as they discuss the importance of getting to know the human side of your customers, the role AI will play in building personas, and the importance of building lifetime customer value.

Marketers spend most of their time compiling quantitative data needed to make all kinds of marketing decisions. But what is increasingly overlooked is the value and importance that qualitative research plays in the way we market our products & services, and the role it plays in building emotional, lasting relationships with buyers. Join Samantha and her guest, Deb Biggar, Founder of Boston Human Factors, as they discuss truly valuable qualitative research processes to improve customer experience.

There seems to be a missing "P" in our sales mentality. We have a firm grip on our product, its features and price, but closing deals requires building trust and a more personal approach. Adjusting our sales training to incorporate an authentic personal experience for our clients is the key to successful salespeople. Listen in with Samantha and her guest, Dale Dupree, Founder of The Sales Rebellion, as they put "the personal" back into sales.

The key to engaging customers in this crowded, noisy world, is reaching them with meaningful marketing. Customers are more likely to engage with your product or service if the marketing you’re delivering is relevant and valuable. Join Samantha and her guest, Jon Miller, CEO & Co-Founder of Engagio, as they connect the dots between meaningful marketing and ABM.

It doesn’t seem to matter what business you are in, there’s often an underlying tension between sales and marketing. The disconnect is often fostered by the different ways each is compensated, measured and perceived. Listen in with Samantha and her guest, Mark Servati, VP of Sales at Bluecore, as they discuss ways to bridge the gap between sales and marketing for the greater good of the company - and your buyer.

You don't have to look far to find evidence of hustle culture pressure. In his new book, the author of "The UnAmerican Dream", proposes a better path. Join Carlos Hidalgo and Samantha as they talk about the challenges of growing a business without sacrificing it all.

How do we build, structure, and organize SDR teams to be most successful? Should SDR's report to sales, or should they report to marketing? We answer these and more questions in our quest to cultivate sales and marketing acting as one cohesive team. Listen in with Samantha and her guest, Tracy Eiler, author of "Align to Achieve", and CMO at InsideView Technologies, as they discuss sales and marketing alignment and how to make the SDR function successful for the long term.