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The ABM Conversations Podcast - for B2B marketing professionals
46 minutes | Oct 18, 2021
How to set up the customer success function : with Scott Marker and Megan Bowen
This episode is a Takeover Episode, where a valued listener of The ABM Conversations Podcast takes over as the host. Scott Marker, the Chief Evangelist Officer & Founder at MSA², takes over as the host (from Yaag). Megan Bowen, the COO & CCO at Refine Labs, joins the show to share her insights on building the customer success function during the early stages of your startup. She talks about: --> Why is it not enough to ensure the marketing and sales alignment but include customer success from the get-go --> How people success = company success = customer success --> 5 simple rules to align people's success to the company's success --> 8 keys to building your customer success function, and a lot more...
33 minutes | Oct 11, 2021
How to market cybersecurity products better : Rafi Ozick
In this episode, Rafi Ozick, the founder and CEO of Privatise, the company disrupting cybersecurity with one click enterprise network security, joins us to share his expertise on marketing cybersecurity products. He talks about: --> How cybersecurity can be marketed for its benefits rather than always being seen as a pain reliever --> The need for investing in securing remote workers --> How cybersecurity can be positioned as a productivity tool --> Competing with bigger brands with larger budgets --> Making cybersec understandable to non-technical decision-makers, and a lot more...
56 minutes | Oct 4, 2021
Conversion Optimization: How to get it right - with Khalid Saleh
In this episode, Khalid Saleh, the founder and CEO of Invesp, joins us to discuss Conversion Optimization and shares his decades of experience on how to get it right. He talks about: -->What conversion optimization is and is NOT? And why is conversion optimization prioritized way more in ecommerce than B2B SaaS companies? --> What to expect as an outcome from Conversion Rate Optimization? --> How to layout a conversion optimization plan and the factor to account for? --> The conversion framework and its principles --> How to optimize for the different stages of the buying cycle, and a lot more...
30 minutes | Sep 27, 2021
How market networks bridge the gap in today’s advertising : Sam Mallikarjunan
In today's episode, Sam Mallikarjunan, the CEO & Co-Founder of OneScreen, an AI-powered Market Network, joins us to share his insights on what a market network is, and how it bridges the gap in today’s marketing and advertising. He speaks about: --> The clever campaign that got him hired at Hubspot back in the day --> What a market network is, and how it works? --> How Out of Home (OOH) advertising can bridge the marketing and advertising gap --> What are micro-moments? How to capture them and why it's important, and a lot more..
51 minutes | Sep 20, 2021
How to truly get better at video marketing : Guy Bauer
In this episode, Guy Bauer, the Founder and Creative Director at Umault - a B2B video marketing agency based out of Chicago, joins us to share his insights on how B2B marketers can get better at video marketing and the key mistakes to avoid. He talks about: -->Why it's important to focus on the ideas more than the video production --> How is writing a script for a web page or any piece of written content different from writing a video script? --> The process of developing ideas for videos --> What goes into validating the ideas before presenting to customers or executing them? --> Common mistakes B2B marketers make with videos --> How to simplify a complex message in a way the target audience understands it, and a lot more...
52 minutes | Sep 13, 2021
CEO Storytelling: Building a narrative - with Kevin Maney
In this episode, Kevin Maney, the founding partner at Category Design Advisors (CDA), a bestselling author, and an award-winning columnist, joins us to discuss CEO Storytelling, i.e. how to build a narrative. He talks about: --> How does a narrative really work especially when you are competing with a better product? --> The process to identifying your strategic PoV --> 5 step process to translate a PoV into a narrative --> Do narratives come with an expiry date? --> What holds back a CEO or a business leader from investing their energies on building a narrative --> Existing solution and 'adjacent possible', and a lot more...
58 minutes | Sep 6, 2021
April Dunford: Debunking all the myths and misunderstandings around positioning
In this episode, the Obviously Awesome April Dunford, the positioning hegemon with 25+ years of experience, joins us to discuss and debunk all possible confusions and misunderstandings around positioning. She talks about: --> What exactly is positioning (in the SaaS context), and why are very few companies able to nail it? --> How positioning is different from messaging? --> Signals that tell you that it is time for you to reposition --> The 10 step positioning process --> Why category design isn't going to work for everyone --> How positioning for the market is different from positioning for investors, and a lot more...
35 minutes | Aug 30, 2021
Leveraging referrals and partnerships for customer acquisition : Raul Galera
In this episode, Raul Galera, the Chief Advocate at ReferralCandy, joins us to discuss how you can leverage referrals and partnerships the right way for customer acquisition. Raul has been leading ReferralCandy's partnership efforts for the past five years, working alongside marketing agencies, media and tech companies. He throws light on: --> How loyalty and referrals improve customer acquisition and retention --> The right time or stage to adopt a referral system --> The set of things you need to do, to be partnership ready --> Steps to setting up a referral program and staying on top of customer's minds --> Mistakes to avoid in your partnership and referral programs, and a lot more...
39 minutes | Aug 23, 2021
How to reduce friction in B2B content experience: Brett McGrath
In this episode, Brett McGrath, VP of Marketing at The Juice (a curated discovery platform for B2B content), joins us to share his insights and experience on reducing friction in B2B content experience and earning prospect’s trust. He talks about: --> What is frictionless content, it’s anatomy and how one can leverage it --> 1:many content vs 1:1 content --> What content curation really means and how to leverage curation to reduce the friction between consumers and content --> The differences in user experience in terms of content access and content experience, comparing the traditional way of content creation and distribution vs. the Netflix like curation --> The need to drop the 'Me-centered' marketing and how it makes practical sense (especially for the skeptics) to focus content on customers and not yourself, and lot more...
46 minutes | Aug 16, 2021
Nir Eyal: Consumer psychology, product engagement, and being indistractable
In this episode, Nir Eyal, most known for his book 'Hooked' and 'Indistractable', joins us to discuss some interesting facets of Consumer psychology, product engagement, and ways to keep yourself away from distractions.Nir talks about:--> How tech and social media are not necessarily 'addictive.'--> How shows like 'Social Dilemma' are selling you the wrong narrative, despite knowing the antidote--> What is a placebo button, and how it helps?--> The difference between 'being manipulated' vs. being addicted vs. overuse by one's own volition--> What does Minimum Enjoyable Action (MEA) mean, and how it works?--> How can you keep yourself from getting distracted, and a lot more...---------------------------------------------------------------------------------------Here are some amazing additional resources from Nir that you might want to checkout:If you want to provide a link to the book, it’s: http://geni.us/IndistractableIndistractable summary article: https://www.nirandfar.com/skill-of-the-future/Distraction guide here: https://www.nirandfar.com/distractions/Habits vs routines article here: https://www.nirandfar.com/habits/Why schedules are better than to-do lists: https://www.nirandfar.com/todo-vs-schedule-builder/Timeboxing article: https://www.nirandfar.com/timeboxingValues article: https://www.nirandfar.com/common-values/Also, Nir's schedule maker tool : https://nirandfar.com/schedule-maker/
36 minutes | Aug 9, 2021
Hiten Shah: How user research helps improve product-customer relevance
In this episode, Hiten Shah, the founder of Nira, who also co-founded CrazyEgg and Kissmetrics, joins us to share his observations and insights on "How user research can help your product become more relevant to your customers and sometimes even pivot to a new direction?" He talks about: --> What should one look for in user interviews? --> Why did he and his team pivot from FYI to what is now called Nira? --> The 3 different types of pivots --> The EAT method/framework for prioritizing feature requests or pivoting to something net new --> How user research ties into building your value proposition, and a lot more...
60 minutes | Aug 2, 2021
Andrei Zinkevich: Misconceptions around ABM and mistakes to avoid
In this episode, Andrei Zinkevich, the co-founder of Fullfunnel.io, joins us all the way from Croatia to share his insights on the misconceptions around Account Based Marketing and some of the mistakes we can avoid. He talks about: --> What ABM is and isn’t, and the fundamental misconceptions --> The common mistakes in B2B, when it comes to demand generation --> A framework and approach to account-based demand generation --> Case study: The ABM campaign that resulted in 2320 signups, 34 qualified opportunities, and 5 customers (immediately) --> Prerequisites of a cold-outreach --> The blueprint of his all-bound LinkedIn sales machine --> The weak links in the B2B sales journey, and lot more...
71 minutes | Jul 26, 2021
Eddie Yoon: Identifying super consumers and being thoughtfully aggressive
In this episode, Eddie Yoon, the founder of Eddie Would Grow, the world's leading expert on super consumers and the co-creator of Category Pirates joins us to share his insights on 'How to identify your super consumers and also be thoughtfully aggressive?' He talks about: -->Who are super consumers and how are they different from what we call ‘power users’ in Saas? --> How should one go about identifying their superconsumers? --> Transitioning from selling rationally to selling to aspirations --> What being thoughtfully aggressive means --> How spikes in data are where you find the good stuff, and lot more...
38 minutes | Jul 19, 2021
Building your marketing org with a customer privacy DNA: Anco Scholte her Horst
In this episode, Anco Scholte her Horst, the CEO of Freedom Internet, joins us to discuss how to build a marketing organization that has customer privacy embedded in their DNA. He shares his insights on: --> Building privacy by design --> The kinds of information that companies collect about their customers that aren't actually necessary --> The balance between personalization and privacy --> Their lawsuit against Salesforce and Oracle --> Their marketing dossier that doesn't push a lot of data collection --> Org structure and it's impact on the privacy DNA of the company
57 minutes | Jul 12, 2021
Leveraging LinkedIn for demand generation: Nemanja Zivkovic
In this episode, Nemanja Zivkovic, the CVO of Funky Marketing joins us on the show, to discuss how to best leverage LinkedIn for demand generation and growth. He talks about: --> How he used LinkedIn to go from a solopreneur to the fast growing Funky Marketing team they have today --> Their approach to content creation and distribution on LinkedIn --> The trade off between ads and organic marketing, and what could be an ideal balance --> How can you leverage LinkedIn pages the right way --> Why is it a misconception to believe that consumers who have the least amount of complaints are the best, and a lot more...
49 minutes | Jul 5, 2021
Dennis Yu: Breaking the myths around personal branding
In this episode, Dennis Yu, the CEO of BlitzMetrics, who also has held leadership positions at Yahoo! and American Airlines, joins us to break the myths around personal branding. He talks about: --> What a personal brand means, and more importantly what it is not --> How perceived authority is not equal to 'fake-it-until-you-make it' --> The myths around personal branding --> A framework for building a sensible personal branding that's not all 'me-me' --> 3x3 method for content creation --> Measuring the impact of personal brand on business outcome
46 minutes | Jun 28, 2021
How can introverts channel their energies into marketing effectively: Matt Johnson
In this episode, Matt Johnson, the founder and CEO of Pursuing Results, a Done-for-You podcasting agency for business coaches, consultants and thought leaders joins us to share his insights on how can introverts channel their energies into marketing effectively and not get drained by being on social media all day. He talks about: --> How you can cut through all the noise without being bombastic, personality-driven or showing up louder and more frequently than your competitors --> His micro famous system and framework --> What influence building means in terms of content creation and distribution --> The process that goes into niche building --> Why you should review your values once in a while, and a lot more...
52 minutes | Jun 21, 2021
The role of AI and ML in enterprise ABM: Pierre Custeau
In this episode, Pierre Custeau, the CTO at MRP, the only enterprise class predictive ABM platform, joins us to share his insights on how to execute ABM the right way for enterprise accounts. He talks about: --> What is enterprise ABM and how the execution differs compared to SMBs --> What piece of the ABM puzzle does predictive analytics solve for --> The use of real-time AI in ABM campaigns --> Common pitfalls in enterprise ABM --> Capturing one-off and asynchronous conversations for account intelligence --> Parameters to select the right marketing channel, and lot more...
64 minutes | Jun 14, 2021
Rory Sutherland: Marketing based on behavioral economics
In this episode, the legendary Rory Sutherland, the Vice Chairman of Ogilvy UK and the founder of the Behavioural Science Practice joins us to share his insights on leveraging behavioral economics for better marketing. He talks about: --> The fundamental logic behind branding and how the approach towards it has changed since January 2020 --> The purpose of ads and how it's not merely transactional --> How marketing contributes to revenue --> Why the biggest progress in marketing, in the next 50 years may not come from improvements in technology but in psychology and design thinking --> Spotting butterflies and the impact of butterfly effect on consumer behavior --> How the frame of reference dramatically changes the actual value of something, and a lot more...
54 minutes | Jun 7, 2021
Revenue attribution in B2B marketing: Steffen Hedebrandt
In this episode, Steffen Hedebrandt, the co-founder and Chief Revenue Officer at Dreamdata, joins us to share his years of experience in measuring the ROI of marketing investments. He talks about: --> The factors/components that go into attributing revenue --> What attribution to pipeline means? How is it different from revenue attribution --> Attribution models and how to select the right attribution model for you --> How you to map the customer journey for a B2B SaaS company --> Using revenue attribution platforms to execute and measure ABM programs --> Understanding the time to revenue, and a lot more...
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