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The B2B Marketing Leaders Podcast
19 minutes | 6 years ago
Erika Heald, Head of Social Media & Content Marketing at Anaplan - The B2B Marketing Leaders Podcast
Erika Heald (@sferika) is Head of Social Media and Content Marketing for Anaplan, a SaaS modeling and planning platform for sales, operations, HR, and finance. Anaplan just last week hosted the Hub conference which featured 27 industry leaders and more than 40 educational sessions delivered by actual Anaplan users. The company is on fire and clocked 230% bookings growth in 2014 with even more growth expected ahead. Prior to heading up content at Anaplan, Erika spent the past 15 years helping startups and Fortune 500 organizations like Charles Schwab and United Health Group define content processes to drive lead generation and customer loyalty by leveraging compelling, shareable, targeted content. Erika has seen a lot of changes in content marketing but the biggest difference she notes is the formalization of the "content marketing" industry. In this conversation we talk about content curation best practices, how content can help companies grow and Erika shares the biggest mistakes that B2B companies are making with their content marketing and lots more. Press play and get ready for a heaping serving of valuable B2B content marketing nuggets : What are best practices for doing B2B content curation? Companies should use tools to make their content curation work smarter. Instead of doing content curation ad hoc learn how to leverage tools like Zapier of IFTT to become more efficient and effective with content curation. One recipe/zap that Erika uses automatically puts tweet favorites onto a spreadsheet that she can go back and repurpose and reuse. Below is Erika's presentation from last year's Content Marketing World conference. The deck covers a practical approach for creating a content curation road map, to streamline your curation process. Building Your Content Curation Road Map: 5 Steps to a More Efficient Content Curation Process from
19 minutes | 6 years ago
Tom Treanor Director of Content Marketing at Wrike - The B2B Marketing Leaders Podcast
This is episode #2 of Season 2 for The B2B Marketing Leaders Podcast. Today we talk with Tom Treanor. Tom is the Director of Content Marketing and Social Media at Wrike. Wrike is an online project management software that competes against products like Slack, Asana, and HipChat, it's even been called the "The Anti-Slack" by Forbes. Wrike was founded in 2007 and has been growing steadily and acquiring clients like Paypal, Salesforce, Adobe, MTV and even celebrities like Redfoo (from LMFAO), they now have 8,000 organizations using its paid product. On May 6, 2015 Wrike's CEO, Andrew Filev announced that they raised $15 million in Series B funding from investors Scale Venture Partners and DCM Ventures. Prior to Wrike, Tom Treanor was the Head of Digital Marketing at the Meltwater Group, ran his own marketing agency, and has worked at HP as well as at PwC Consulting. He has been featured on Copyblogger, Social Media Today and several other industry sites. You can find him writing today on the Wrike blog. How important is content? Content is extremely important and is the fuel that you need today to get the word out about your company. Aim to be helpful by providing guides and useful content. Tom believes that content is a principal way of building trust with the prospective buyer. How do you manage your content marketing team? Tom manages a small team of content marketers at Wrike. Having team members and a leader with great project management skills is essential for modern marketing. Content marketing involves many multi step processes and people. You need to be organized and know who's getting what done? when are the deadlines? What are the goals? and so much much. Tom recommends the following management tips: * Set Goals Quarterly - Decide what are the big pieces of content that you'll be producing, who yo
22 minutes | 6 years ago
Matt Heinz, The Founder of Heinz Marketing - The B2B Marketing Leaders Podcast
Welcome to Season 2 of The B2B Marketing Leaders Podcast! Season 1 was a great success and we're putting together a case study that covers everything from starting a podcas...
18 minutes | 6 years ago
Renee Teeley, Global Director at Brightcove - The B2B Marketing Leaders Podcast
Meet Renee Teeley Renee is a content marketing strategist, speaker, blogger, video host, and aspiring author. As the Global Director of Digital Marketing S...
20 minutes | 6 years ago
Gerry Moran, Head of Social & Global Content at Cognizant - The B2B Marketing Leaders Podcast
Gerry Moran is the Head of Social & Global Content at Cognizant Gerry started his marketing career at HBO, where he worked at for 16 years. He then transitioned to the agency world before joining SAP in 2011 and helped them build their social media team and sales enablement programs. Currently, Gerry is responsible for social media and the global content strategy for Cognizant. Gerry has over 80K followers on Twitter and is considered a top B2B marketer and social selling influencer. Click play to hear Gerry Moran share his MarketingThink wisdom in today's B2B podcast: How do you balance your full-time job along with your own personal brand? Gerry says that luckily for him the two overlap, his hobby has become his job. Gerry admits that because he's just starting a new role at Cognizant he hasn't been able to blog as often as he would want to. He does plan on starting again once he gets settled in. After all he says: "A personal brand is to really help me tell the story of the company I work for. This is for Cognizant." - Gerry Moran To develop an "eye for content" Gerry recommends doing a lot of reading and using Feedly to stay informed. Ask yourself these three questions when consuming content. * How can I learn? * How can I learn from the research that’s out there? * How can I learn from the techniques? [Tweet ""I wake up every morning eating social media for breakfast" - @GerryMoran"] What are the best B2B brands doing? People are looking for insight and smart content. They don't want to see chest-pounding content that only talks about you. The best B2B brands are instead seeking to better understand the particular problems that their target companies are going through and then see it through the lens of their executives. The best B2B brands also understand how to deliver personalized content and know how to leverage each individual channel but can still provide an integrated experience. How do you see the marketing/sales alignment working? Gerry believes that companies should be hiring more sales people that truly get the social selling culture and understand the marketing process. "There’s a lo
21 minutes | 6 years ago
Anthony Kennada, VP of Marketing at Gainsight - The B2B Marketing Leaders Podcast
Meet Anthony Kennada Anthony Kennada is a very savvy and talented B2B marketer. He was an early employee at Box and now leads the marketing team at Gainsight (which last year grew revenue 357% and acquired clients like Adobe, Angie’s List, Citrix, Eloqua, EMC, GoToMeeting Marketo, WorkDay and many more). Anthony and the Gainsight team have generated demand from an essentially new "Customer Success" category of software. Anthony's work has been published in Forbes, Fast Company, Entrepreneur. He's a LA Lakers fan, enjoys pick-up games, photography and is happily married to the former Miss Arizona, Brittany Dawn. Press play and get ready to learn from a top B2B marketing leader: Anthony Kennada Can you describe the #StartupLife? Gainsight's CEO Nick Mehta often reminds Anthony: "You don't get too many opportunities like this one in the lifetime of your career." The people you work with are more than just your co-workers and the early startup culture really becomes part of who you are. The lines between work and life balance seem to go away but you’re OK with it. Then as you get older you realize that there is more risk and you typically have more at stake. How did marketing contribute to Gainsight's 357% growth in 2014? Thought leadership. Thought leadership has been tightly-integrated into Gainsight's content marketing strategy. Events. Gainsight hosts an annual conference for the customer success industry called Pulse. The conference brings the "Customer Success" community together every year to exchange best practices, success stories, case studies and of course, networking. Gainsight started Pulse in 2013 with 300 people and tripled attendees in 2014. This year they're expecting over 2,000 attendees and wil
28 minutes | 6 years ago
Adam Dince, Director of Earned Media at Deluxe Corporation - The B2B Marketing Leaders Podcast
Adam Dince is the Director of Earned Media for Deluxe Corporation. Adam's a proud US Navy Veteran, a digital agency alum (MRM McCann and iCrossing), an author, speaker, pianist, drummer, dog fanatic and has over 14 years of internet marketing experience with specialities in SEO, Content Marketing, Social Media and Analytics. Currently at Deluxe, Adam leads earned media and works with a talented team of marketers like Julie Gordon, Trevor Rasmussen and many others. The Deluxe team is leading the way in B2B marketing and has done some great things recently. In this interview hear Adam share practical SEO and content marketing advice that you can put to use right away. How does working for an agency compare working in-house? Adam loved working on the agency side and especially enjoyed the whole pitch process, and constantly speaking and meeting with clients. However, he does confess that working in-house the hours are better and you get a chance to actually execute rather than just plan, consult and report. Adam also shared that he has the best of both worlds at Deluxe. Because Deluxe was very successful with their own marketing, they started packaging up these marketing and SEO services and offering them to small businesses. Instead of just selling checks, Deluxe is now acting as an agency for small businesses and helps business owners develop and run their SEO, social media and various marketing campaigns. What's the process of launching a new blog like? The most important thing is to have a content strategy and get the executive leadership to buy in. You also have to make sure you pick the right content platform for your need and goals. Because Deluxe has been around for a while they have been able to build very well-defined segments of their customers. They Deluxe team has the data to know exactly what type of content to create. Adam also recommends having a quarterly content calendar that lays out deadlines, themes and c
17 minutes | 6 years ago
Amanda Maksymiw, Senior Content Marketing Manager at Lattice Engines - The B2B Marketing Leaders Podcast
Amanda Maksymiw is the Senior Content Marketing Manager at Lattice Engines Amanda leads the Lattice Engines content marketing strategy. Her savvy content marketing strategies have helped establish Lattice Engines as an authority in predictive, data driven marketing. Amanda was awarded the 2012 Content Marketing Tactician of the Year alongside Joe Chernov from Eloqua. More recently, Michael Brenner, Mark Schaefer, Joe Pulizzi called her out as one of the top rising social media marketing professionals. Press play and get started listening to Amanda Maksymiw share valuable B2B content marketing tips and check out the highlights and tweetable quotes below: What does it take to be an award-winning content marketing tactician? Doer: You have to be able to get things done! Curiosity: You have to be willing to experiment and try out new ideas. Drive: Always be hungry for a great idea and constantly optimize. Organization: Lots of projects, but you always need to know next step and deadlines Assertiveness: Learn how to nicely harass people to get things done according to your workflow Communication Style: Being able to tell a great story is essential for content marketers. Can you share with us what it took to make your #MarketingNerds campaign successful? Amanda shared that for this campaign to be successful it needed everyone at Lattice to be aligned and focused around one goal. Next, they were able to find a great idea that resonated very well with their target buyer personas and then started working on building out the marketing campaigns. They strategically leveraged influencer marketing by highlighting a variety of "Marketing Nerds" like David Meerman Scott, Scott Brinker, Ann Handley and a past guest of our podcast: Meagen Eisenberg Lattice created a lot of content to support this strategy like infographics, eBooks, blo
21 minutes | 6 years ago
Megan Tonzi, Director of Marketing at QuotaFactory - The B2B Marketing Leaders Podcast
Megan is the Director of Marketing at QuotaFactory As the Director of Marketing at QuotaFactory she's responsible for the startup's marketing strategy, which includes: content marketing, social media, sales enablement and demand generation. Megan is a marketing/sales alignment and social selling thought leader and prolific blogger. Her work has been featured by Hubspot, AG Saleswork, Salesforce.com, RingLead among many others. Press Play! Start listening to Megan Tonzi share her sales & marketing wisdom for FREE! 20 minutes of pure gold and if you want preview some of her best nuggets from this podcast just check out: QuotaFactory Podcast Summary Beginning of Transcript Megan Tonzi: Yeah. So I’m the director of marketing at QuotaFactory. I oversee the marketing strategy. I execute on strategy and I also manage sales enablement responsibilities. QuotaFactory is a sales acceleration platform and methodology. It was formed due to success in technological advancements from its sister company AG Salesworks, and I’ve been working with QuotaFactory and AG Salesworks for about 1-1/2 year now. So it’s been pretty exciting to fill these advancements we’ve made, and for 2015, I’m really optimistic. I think this is going to be a really big year for both sales and marketing. Jeff Zelaya: Now Megan, over the past few years, I would say that the sales environment has been changing dramatically. I mean we’re seeing more talk about social selling, about sales enablement, and just the buyer has fundamentally changed as well, the way the people are making buying decisions. How have you seen it change, and you know, what kind of advice would you have to organizations that are trying to adapt to these changes that are happening in the sales culture? Megan Tonzi: You know Jeff, I think this is a great question, and without taking up the whole time, I’ll try to be brief in answering this. It seem
25 minutes | 6 years ago
Jim Williams, VP of Marketing at Influitive - The B2B Marketing Leaders Podcast
Jim Williams is the VP of Marketing at Influitive Jim is a strategic executive, growth hacker and advocate marketing thought leader. He's had a successful t...
23 minutes | 6 years ago
Lisa Fugere, Content Marketing Manager at Radius - The B2B Marketing Leaders Podcast
Lisa Fugere is the Content Marketing Manager at Radius As the Senior Content Manager at Radius, Lisa is in charge of running all content marketing operations and for building the Radius Marketing Intelligence brand. Radius recently raised $54....
23 minutes | 6 years ago
Jason Miller, Senior Content Marketing Manager at LinkedIn - The B2B Marketing Leaders Podcast
Jason Miller is the Senior Content Marketing Manager at LinkedIn Jason Miller leads global content for LinkedIn marketing solutions and was previously a Senior Manager at Marketo. He's on every content marketing influencer list including Forbes, Online Marketing Institute, Onalytica and frequently keynotes at assorted conferences throughout the globe.We talk with Jason about B2B content marketing predictions, the best examples of LinkedIn Company Pages for B2B brands and lots more.Hear this Content Marketing Rockstar share valuable B2B content marketing insights and make sure to stay tuned through the end of the podcast for details on how to win a free copy of Jason's book: Welcome to the Funnel, the #1 Best Selling Content Marketing Book on Amazon.The show sheet for today’s podcast is available at: http://www.triblio.com/blog/LinkedIn Beginning of TranscriptJason Miller: Sure Jeff. Thanks for the kinds words there. So my name is Jason Miller. I lead global content for LinkedIn marketing solutions and previously I was running global content and social at Marketo, where I kind of really got my chops up on content, social and learned a tremendous amount about the demand generation. Just full integrated marketing strategy and I was lucky enough to bring those fields over here to LinkedIn. Jeff Zelaya: And looking forward at 2015, we’re getting the year started. It’s an exciting time. For content marketing, what are your predictions? What are you imagining is going to happen this year in our industry? Jason Miller: That’s a really good question. I mean I think the biggest thing is I think that B to B marketers are going to start taking mobile very seriously, right? So this three-screen experience, at LinkedIn we call it “from coffee to couch” and what we see from our own data is we see three screens that are the mobile, the tablet, and the desktop. They kind of all kick off in the morning while the desktop stays – kind of peaks in the afternoon as it should. It’s where it works and then the tablet kind of spikes in the evening as you get home and you settle down in front of your television or whatever with your tablet.But what remains constant is the mobile, the mobile device, right? Because we can’t put these things down. I think that – we’re checking our mobile device every six seconds now and I feel like B to B marketers may not have
18 minutes | 6 years ago
Joey Hall, VP of Content Marketing at EnVeritas Group Talks Content Marketing Strategy - The B2B Marketing Leaders Podcast
Joey Hall is the VP of Content Marketing at EnVeritas Group As the VP of Content Marketing, Joey is in charge of developing and implementing customized content marketing strategies for clients in a variety of industries. Some of his client have included: Marriott, American Express, Land O’Lakes and AOL.com. Joey's work has been published in 10Best.com, SouthernLiving.com, Clemson Tiger Insider, GSA Business, mMode Magazine, Tigernet.com and the Upstart Crow.Press play below and start listening to Joey Hall share his valuable content marketing strategy insights on this week’s episode of the B2B marketing podcast.The show sheet for today’s podcast is available at: http://www.triblio.com/blog/EnVeritas-Group Beginning of Transcript Jeff Zelaya: Welcome to B2B Content Marketing Leaders. My name is Jeff and I’m her with Joey Hall from EnVeritas Group. Joey, welcome. Joey Hall: Thank you Jeff. Glad to be here. Jeff Zelaya: So Joey, before we begin, just tell us a little bit about yourself, your background and your role at EnVeritas. Joey Hall: Sure. I’m the VP of Content Marketing at EnVeritas Group. We’re located in Greenville, South Carolina. As the VP of Content Marketing, that means I essentially oversee the operations which is strategy, project execution, et cetera for our North-America-based clients. We have teams that work across all various industries, hospitality, higher education, manufacturing, healthcare, staffing, travel information, retail, just a variety of different things. Our project can vary from large scale website content production down to blog creation and management for multinational staffing firms and with many of our higher ed and B to B clients, we often get involved in doing some strategic planning with them and multichannel content production as natural parts of our relationships with them. I’m a Clemson University graduate and I’ve been working with EnVeritas Group since we were founded back in – well, that’s a little bit up for debate, around 2008. Jeff Zelaya: Now Joey, since that time, I’ve seen a lot of growth at the agency. Just awards and a lot of recognition you guys have been receiving and something that’s always highlighted is how you guys really excel especially in building, like you were saying, that marketing strategy, creating it from scratch, or from just a basic strategy to a m
17 minutes | 6 years ago
Geoff Livingston, Founder of Tenacity5 Media shares insights on visual content marketing and marketing predictions for 2015 - The B2B Marketing Leaders Podcast
Geoff Livingston is the Founder of Tenacity5 Media An author, public speaker, photographer and communications strategist; Geoff Livingston is passionate about helping companies and nonprofits develop fantastic marketing programs that help them...
19 minutes | 6 years ago
Kaitlin Stich, Marketing Manager at BrightTALK Talks B2B Marketing and Demand Gen - The B2B Marketing Leaders Podcast
Kaitlin Stich is the Senior Marketing Manager at BrightTALK Kaitlin heads up content marketing at BrightTALK. She has six years of content marketing, demand gen and B2B marketing experience. She's passionate about growing businesses and has qu...
18 minutes | 6 years ago
Tami McQueen, Director of Marketing at SalesLoft Talks Innovative B2B Marketing, Startups and Lead Gen - The B2B Marketing Leaders Podcast
Tami McQueen is the Director of Marketing at SalesLoft Tami leads content marketing and communications for the Atlanta based startup SalesLoft. Tami has nine years of marketing and communications experience. In only 9 months of starting at Sal...
18 minutes | 6 years ago
Amanda Nelson, Director of Marketing at RingLead Talks B2B Marketing Strategy - The B2B Marketing Leaders Podcast
Amanda Nelson is the Director of Marketing at RingLead At RingLead, Amanda oversees the strategy and execution for their content marketing. Previously she's worked at salesforce.com and Radian6, and has an extensive agency background. She's an...
25 minutes | 6 years ago
Danny Schreiber from Zapier Talks Content Marketing, Long Form Content and Content Marketing Tips for Startups - The B2B Marketing Leaders Podcast
Danny Schreiber is a Content Marketer at Zapier. Danny's a Minnesota native, Creighton alum, the former Managing Editor at the Silicon Prairie News, a Omaha, Nebraska resident and someone that is deeply passionate about startups and business. At the startup, Zapier, Danny creates content focused on teaching people how to use "zaps" to increase productivity & efficiency. His work has been published in TheNextWeb.com, unbounce.com, GrowthHackers.com and of course on the Zapier Blog.Press play below and start listening to Danny share his content marketing insight with us, on this week’s B2B marketing podcast.The show sheet for today’s podcast is available at: http://www.triblio.com/blog/zapierBeginning of TranscriptDanny Schreiber: Hey, thanks for having me Jeff and also thanks for pronouncing Zapier just as it’sintended.Jeff Zelaya: I know. Yes, you’re right. I’ve heard some people pronounce it in a lot of different ways. But Zapier makes me happier. So that’s how I tend to remember how to pronounce …Danny Schreiber: You got it.Jeff Zelaya: … the name. So tell me about yourself Danny. What exactly do you do at Zapier? What is Zapier for people that really haven’t heard about the company before?Danny Schreiber: Sure. Really, I actually like to say that if they’re saying it at all, I’m happy. So you can say it Zapier, Zapier, however you say it. I’m good. But Zapier is an easy way to connect the apps that you use, get them talking to each other. Really the best way to think about this is to think about to the apps you use. I think today professionals, 15, 20 apps isn’t uncommon.When I say “app” I really talk about these web apps, the project management tool, the email marketing system that you have or the form software.So let’s say you wanted to get two of those hooked up. like you have a Formstack form on your website and you’re using MailChimp. Natively they might not integrate or you might need a more robust integration than what’s offered.Typically before, you might go look for a developer. But instead this is where Zapier comes in with the self-service platform that within, I’m telling you, five minutes, you can give it a try. Five minutes, you can get this thing set up and have these new email addresses automatically sent over to your campaign – excuse me, campaign monitor. Well, you can do campaign monitor. We act
24 minutes | 6 years ago
Tara Meehan, Head of Social Content & Sales Enablement at Guardian Life Insurance - The B2B Marketing Leaders Podcast
Tara Meehan is the Head of Social Content at Guardian Life Insurance. Tara oversees Social Content at Guardian Life Insurance, a Fortune 300 company founded in 1860 and one of the largest mutual life insurance companies in the United States.
15 minutes | 6 years ago
Rachel Balik, Senior Content Marketing Manager at Demandbase talks B2B marketing, content personalization and innovative b2b marketing brands - The B2B Marketing Leaders Podcast
Rachel Balik is the Senior Content Marketing Manager at Demandbase. Based in San Francisco, Demandbase is a B2B marketing technology company focused on advertising and is a leader in B2B target account marketing. At Demandbase, Rachel Balik manages the content marketing program and leverages a decade of experience in journalism, public relations and B2B technology to create and deliver meaningful and relevant content to prospects and customers. Rachel is a popular author and her articles have been published by MarketingLand.com, Forbes, VentureBeat, Slate and many others. You can follow her on twitter @wickedrbPress play below and listen Rachel drop some content marketing wisdom right on top of your head:The show sheet for today’s podcast is available at: http://www.triblio.com/blog/demand-base-podcastBeginning of TranscriptRachel Balik: Sure. I’m Rachel Balik. I’m Senior Manager of Content Marketing here at DemandBase. We have a great marketing team. So we’re a B to B marketing cloud, which means we really believe in marketing and it’s very exciting to work on that team. I get to work on a demand gen campaign. I get to work with our communications people and I work with products marketing to get the message out about everything that we’re doing. An exciting time to be a B to B marketer I think. Jeff Zelaya: Yes. I know you’ve been in the field for a while and some people are just starting to get a hang of this whole content marketing thing. But why do you think it’s important? Why do businesses need to focus on content marketing? Rachel Balik: Well, so I think most of us in B to B know that buying habits have changed, right? So now with digital content and just the digital era in general, as much as 67 to 90 percent of the buying cycle is taking place online. So what that means is that old model where we knew who we were talking to and salespeople to get involved right away has kind of disappeared. That means our buyers and our prospects are doing a lot of research on us online, when we don’t really know about it.So if we don’t provide them with material they’re looking for in advance, the likelihood is they will find it from one of our competitors. So I think that content is really – in a sense, I consider it a virtual salesperson for that long B to B buying cycle when people are doing research. Jeff Zelaya: So you want to be visible.
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