Trade Show Tips that Drive Qualified Leads - David Spark

October 30, 2015
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Veteran tech journalist David Spark has just published his new book “Three Feet from Seven Figures: One-on-One Engagement Techniques to Qualify More Leads at Trade Shows." He walks through his top trade show tips in this lively podcast.


He covers:
  • What are companies doing wrong at trade shows?
  • Easy tips to connect with people at trade shows
  • Effective trade show follow-up

How to Build Your Own Demand Factory - David Lewis, DemandGen

October 8, 2015
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Hear top demand generation expert David Lewis walk you through how to build your own demand factory. He maps out a clear plan and describes the elements you need for a successful and scalable marketing machine. You'll see why the best B2B marketers out there go to David for advice on how to build this very thing.


He covers topics like:

  • The essential elements for your own demand factory 
  • What technologies are must-haves in 2015 
  • How to operationalize the funnel 


About David Lewis and DemandGen

For more than 20 years, CEO David Lewis has been a pioneering innovator in digital marketing, and has overseen marketing for some of Silicon Valley’s leading technology firms. David and his team at DemandGen have been at the forefront of the transformation taking place in marketing by helping 100’s of the top sales and marketing teams around the world incorporate marketing technology to drive sustainable growth. 

Building a Successful B2B Content Marketing Plan - Dave Thomas

September 30, 2015
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Coming from Salesforce where he was the Senior Director of Content and Engagement, Dave is a seasoned expert in the content marketing and social media spaces. He's also the co-author of The Executive’s Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business.​ He joined Leadspace a few weeks ago with the goal of building an inbound marketing machine. In this podcast he walks through exactly how he's going to do it. 


He'll cover topics like:
  • How to build helpful content that drives real pipeline
  • How to create content even if you don't have a team of writers
  • How small marketing teams can still make a big impact 

Best Practices for Digital Design for B2B Marketers

September 4, 2015
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Hear digital design expert Lance Shields discuss the very latest in digital design best practices in this episode. Lance and Leadspace Radio host Damon Waldron dive into the Leadspace.com redesign that's about to launch and give some great design tips for all the B2B marketers out there. Whether you're about to embark on a major redesign or want to optimize your existing site, check this podcast out.


Hear Lance discuss:

  • How to approach a site redesign the right way 
  • The biggest design sins B2B marketers commit 
  • How to stand apart from the competition when every site looks the same 
  • The process starts with the Discovery Phase and the importance before you get into any visual design 
  • How the company goals sets the tone for the design and layout 
  • Ways to look at the brand for B2B companies
  • Designing an easy to maintain system
  • How to collaborate and work with a design firm 


About Lance Shields and iiD

Lance is the co-founder and chief experience officer of iiD, a digital agency helping corporate, startup and non-profit clients innovate across all digital channels. iiD is a full service digital agency headquartered in San Francisco, designing and delivering digital experiences that matter to users and help clients thrive in the digital world. 

Building a High Performance Marketing Stack

August 11, 2015
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Hear Jason Seeba, Chief Marketing Technologist from Bloomreach, share his thoughts on how to tackle an increasingly challenging task: how to build out your marketing technology stack. There are more vendors and tools than ever before so it's easy to get lost.

A Marketing Technologist is person who really brings together the engine that drives, marketing and sales and startups. So that means bringing in new technology, it's trying to figure out how to hire the teams that uses technologies to kind of improve their outreach efforts but then also bring them together in a cohesive way so that people can drive revenue. Jason maps out a clear way to think about building out a stack that fits your business needs and capabilities.

He covers:

  • How to build a successful marketing stack
  • What does a marketing technologist do?
  • The future of martech

"The beginnings of the marketing stack are really CRM and marketing automation."

 "When you are the first person in sales and marketing in a company, all you are doing is trying to figure out how to prioritize your day, your week, your month to drive revenue." 

To Build a Successful Marketing Stack: 

  • Realize the beginnings are really CRM and Marketing Automation
  • Getting CRM and CRM adoption is a key factor.
  • Driving adoption for the basics: opportunity tracking, contacts, the lead lifecycle
  • Bringing in and setup up the rules for your marketing automation system. If a tool doesn't actually create change and help you drive revenue, it's pretty worthless.  
  • Ideally the business rules you write for your marketing automation, for example Marketo, will tie to your CRM - such as Salesforce. 
  • Data optimization layer is next. 
  • Account-Based Marketing by mapping your universe before they ever consider you. Prioritize people based on personas you create. Then, the SDR, events and demand gen teams can to out and target those people and add value. 

This formula does NOT include mass emailing, relying on ad clicks. We are talking about focusing on quality over quantity when you are discussing account-based marketing. Think long term. You don't burn your contacts with tricks and hacks. This takes tact and thoughtfulness by adding value at every touch point. People need to look at you as the expert and look at you in a way that's trustworthy.


Leadspace uses predictive analytics to target the prospects that look like your best customer. Social, web and structured data come together under the Leadspace platform to deliver best in class enrichment, advanced predictive scoring and confident lead discovery, that's Leadspace. Learn more at Leadspace.com or email me directly at [email protected].

How to Tackle Marketing Attribution and Forecasting - Nadim Hossain, BrightFunnel

August 7, 2015
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Hear Nadim Hossain, CEO and Co-Founder of Brightfunnel answer all the big (and some quite geeky) questions about marketing attribution. Every data-driven marketer agonizes over this but it's critical to get it right to build an effective, optimized marketing machine.

Nadim dives into:
  • Pros and cons of the different types of marketing attribution (first touch, multi-touch, etc)
  • When is a company ready for multi-touch attribution?
  • The biggest mistakes marketers make with attribution
  • How does this fit with Account-Based Marketing initiatives
  • And much much more!


Leadspace uses predictive analytics to target the prospects that look like your best customer. Social web and structured data come together under the Leadspace platform to deliver best in class enrichment, advanced predictive scoring and confident lead discovery, that's Leadspace. Learn more at Leadspace.comor email me directly at [email protected].

Why add video to your content marketing mix?

August 5, 2015
00:0000:00
Michael Litt, co-founder and CEO of Vidyard make the case for why video should be part of your marketing arsenal. 
 
He'll answer:
  • Why should companies leverage video in their content marketing mix?
  • How do I get started, even on a limited budget?
  • What brands do a really good job with video?
  • Lead scoring on video
  • Is it actually converting? Are people even doing anything with it?
  • Why is mobile such a better goal to reach people than desktop for your video?

"Their instinct isn't to talk to a salesperson, their instinct isn't to call a company. Their interest is to consume content so they are reading blog posts looking at testimonials, reviews, watching videos, reading your blog and all of these things are educating them before they actually indicated their intent to purchase. And so video represents a huge opportunity as far as that behavior is concerned."


"A video view is technically worth a lot more because you really know what they consumed and you control that journey and again as people are spending more time researching before they are talking to sales..."


Leadspace uses predictive analytics to target the prospects that look like your best customer. Social web and structured data come together under the Leadspace platform to deliver best in class enrichment, advanced predictive scoring and confident lead discovery, that's Leadspace. Learn more at Leadspace.com or email me directly at [email protected].

B2B Live Event Survival Guide with ANNUITAS’ Erika Goldwater

March 9, 2015
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If your concerned about ROI for events: Yes, it's hugely important; but there's not always immediate return. From an ANNUITAS and leadspace perspective, we always saw our largest ROI from events.
The buyers are THERE. The face to face element can't be underestimated. 

But it's not just pitching your product. 
It's a great chance to network and gain more knowledge on sales, your buyer or industry trends. 
PRE-EVENT: Booth process

What do I want to convey?
What sort of message do I want to establish at the event? 
How can I get them to talk to me?
What will make them stop? 
Look at your giveaway and signage. It's your opportunity to engage them in some sort of way to have a conversation. Intriguing graphics, bullet point, question, phrase set the tone an interest.

Be provocative.
DW: Cheasy things can get your attention, but it has to be on-message with your brand.
If you are known as the annoying booth at the trade show, people will avoid you.

Unless you have a good conversation going with them already, you don't already know where they are in the buying cycle. On that path, a tradeshow is not a place to launch something brand new. Unless everyone knows what you do, it can be confusing.

If you do something new and totally different, you'll have to engage the potential attendees ahead of time - build excitement and start that conversation for continuity.
"Meet us at the booth!" - not enough to start a conversation. What are you going to reveal, share, demonstrate?
"Come meet the new CEO...." give an opportunity and background. Need the build up.

Social Selling: Technology is NOT the strategy.

February 21, 2015
00:0000:00

Secrets of social selling? Get them here and find out why a great social selling strategy + super-targeted prospects generates real results.

What is he reading? He curates content from sources including: Eloqua, SmartBrief Newsletter, Marketo, Hubspot, Act-On Software.
Look for Matt on Marketing for his take on industry news.

Social Selling: 
It's relationship selling. Foster relationships and develop them before they are ready to buy.
Listen for buying signals. This is not new. Before there was social media and the internet. Good sales people listen to those signals everywhere, there are more sources than ever before, but the inherit properties have not changed. Social media has leveled the playing field by allowing any size business to gain these insights and buying signals if they spend the time.

Steve asked if we should disband the term social selling.
Matt says that the book, Challenge of Sale - that teachable moment. This is one of the most important books written in the past five years.This is the current generation's version of How to Win Friends and Influence People by Dale Carnegie. This is a lot of the same information, but in a newer package for the newer generation. Seasoned sales professionals will recognize it as such.

"Just make more phone calls...." How do you sway those traditionalists and infuse social selling into your organization. They are typically in management.

Listen at 08:00 to hear the A/B test case study - you'll love this!
Took a cold call sales team. Allowed them to do that for half the time.
The other half social prospecting.
Following same processes - needs assessment or discovery call with the prospect.
50% more opportunities came from the social prospecting work than from cold calling.
Lists were the SAME.
Instead of just calling the same people at the same company, we did it with CONTEXT - something value to talk about, something the prospect initiated, some mention, some buying signal to initiate a real conversation.
Understand how to get that wedge and get a a conversation going so that you can learn and confirm what their needs are and get them to the point where they want to learn more from you.
Social Selling accelerates the path to the right conversations.

Compile is an aggregator. Find a tool like this to help you make use of the data out there.
If you're selling the hole and not the drill, the hole is the outcome, but starts with the need, if you understand what those indicators are, you'll find those triggers all over the web.

Steve Gershik: B2B marketing seems to be stuck right now - technologies and processes that have to be stitched together. They seem to be impediments to us. How do we make sense of this technology soup?

Matt Heinz: Technology is NOT the strategy. 
That's BACKWARDS: Know the strategy and what you are working toward, and then you'll know the Technology TOOLS you'll need.

The Biggest Sins Salespeople Commit

February 17, 2015
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Tim Wackel covers some of the biggest errors salespeople commit… and where there are some big opportunities.

This lively discussion will cover:

  • The sales sins you must avoid
  • Top tips for finding new business today
  • What to do when prospects go silent
Big Sales Sin: Salespeople don't know how to follow up. STOP giving up. 

Regarding prospects and sales calls:
You don't blow them away by what you say, but you blow them away by what you ASK - Tim Wackel


Tim is the founder and president of The Wackel Group, a training and consulting firm dedicated to helping organizations find, win and keep customers for life. He is a member of the American Society for Training and Development and holds a professional membership in the National Speakers Association. He earned his Electrical Engineering degree from the University of Nebraska and lives in Dallas where he and his wife raised their two children and are now enjoying their empty nest.

Tim Wackel is one of today’s most popular sales speakers because he makes information entertaining, memorable and easy to understand. He combines more than 25 years of successful sales leadership with specific client research to deliver high-impact programs that go beyond today’s best practices. Tim’s keynotes and workshops are insightful, engaging and focused on providing real world success strategies that audiences can (and will!) implement right away.

0-60: How to Build a State of the Art SDR Team

January 23, 2015
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Building and tuning an effective SDR machine can mean big benefits for your marketing/sales operation. Jason Olsen, Sr. Director of Sales for Choozle has built and managed some of the most effective teams and will open up his playbook on Leadspace Radio. He'll walk through a step by step recipe so you can build or augment your SDR operation. He also has his finger on the pulse of all the latest and greatest in Sales tech so your team will truly be state of the art.

Jason bio:
Jason Olsen is the Senior Director of Sales for Choozle, an insights-driven programmatic ad buying platform. His core focus has been working with the Fortune 100 and high-growth venture-backed start ups within the B2B Technology industry helping marketing and sales organization as a supplier and strategic advisor to grow their businesses. He has held senior sales roles at three venture-backed marketing technology start ups. During this time he has studied and been a part of the transformation of marketing and sales organizations as well as the proverbial boom in marketing and sales tech. He knows as well as anyone that building a winning team and formula now is dramatically different than last year, 5 years ago, or 10 years ago. 

Which channels will be most effective in 2015? How has the landscape changed?

January 13, 2015
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2015’s here so now is the time to re-evaluate your marketing mix. Steve Gershik, CMO of Swrve, will discuss how the landscape has changed for b2b marketers and where you should place your chips for this year. Hear which channels will be most effective for marketers and where the hidden gems lie.


Join host Damon Waldron as he interviews Steve Gershik

A bit about Steve Gershik, Chief Marketing Officer at Swrve:
With over 20 years of experience in product marketing, social media, demand generation and brand building, Steve Gershik is an expert in what B2B companies need to do to survive and thrive in competitive environments today.
Steve is an experienced Chief Marketing Officer for early and growth stage technology companies and has been a roll-up-your-sleeves working manager in each of his roles. Highlights include:
  • VP of Marketing Innovation at Eloqua, which grew from $3MM to $35MM (on the way to a successful IPO and acquisition by Oracle) during his tenure.
  • Creator of the Eloqua Experience and Eloqua Markie awards
  • First VP of Marketing for SiriusDecisions, a leading advisory firm for B2B sales and marketing executives
  • First VP of Marketing at TOA Technologies, establishing the brand identity and social media strategy.
  • Co-founded the world's first demand generation-focused conference called DemandCon.

Swrve's Vision:

"We believe the personal mobile device is fast becoming our primary digital identity - powerful, persistent and always addressable. Our mobile device will become the central nexus for interacting with both the internet and the emerging “Internet Of Things” surrounding us.

The key to building long term relationships with a consumer has always been relevance (history, location, time, context and content). Working alongside other best of breed services, Swrve is orchestrating, personalizing and optimizing every step of the relationship between a consumer and the brands they love.

Swrve is defining mobile first marketing. We're delivering a truly intelligent, in-the-moment understanding of the consumer. We're automating an infinite number of individual, personalized, conversations. As a result we're enabling marketing teams to build great, profitable relationships with their target audiences.

How to drive demand generation with Maria Pergolino of Apptus

December 12, 2014
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Some what what we are covering in this show includes:
While building an organization to scale, what have you learned?
What do you look for in an intern or an early-in-career hire?
How do you measure if someone is capable of their position and when they are, ensuring they are working on the right things?
An attribute of great managers is the ability to learn from their mistakes. What is something you've learned from your mistakes?
How have you built this marketing organization within Apptus?
How did you decide which roles to bring in at what time?
How do you provide transparency among your team?
What do you do to spread knowledge of marketing?

1. What is a day in the life like as VP of Marketing at Apptus?
2. You had a great experience at Marketo – building a stellar reputation for content marketing and marketing automation. What did you learn at Marketo that helps you drive demand for Apptus?
3. In your role at Apptus – you manage corporate marketing, customer marketing and demand gen. How does corporate and customer marketing differ? What’s the most important thing to remember in customer marketing? 
4. You frequently write and speak about B2B marketing- what’s the biggest challenge for B2B marketers today? Why?
5. What is the key success factor for B2B marketers? 
6. What is your most effective strategy for driving demand generation at Apptus?

Little known fact: Maria Pergolino is also a wine expert - more on that perhaps during our next show.

The Best Ways to Maximize Inside Sales from the Guru

October 20, 2014
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Trish Bertuzzi started The Bridge Group to help B2B technology companies build world-class Inside Sales teams. Since 1998, Bertuzzi has helped over 200 companies build, expand and optimize Inside Sales - building pipeline, generating revenue and redefining the image of our profession. Trish has more awards and nominations than we can possibly list throughout her tenure as a B2B marketing strategist. Learn more about The Bridge Group and Trish here.

Marketing Wisdom and Demand Generation Insights with Jason Hekl from SiriusDecisions

October 3, 2014
Watch Now:

B2B Marketing and Sales Leaders Know SirirusDecisions...get to know Jason Hekl and learn how SiriusDecisions markets Demand Generation Strategy and Expertise. 

tech marketing, including demand generation, messaging, marketing program management, PR, analyst relations, sales and marketing operations, content development, direct marketing, event management. Prior to SiriusDecisions, Hekl was Vice President of Marketing for Coupla.

The Funnelholic and Co- Founder of Topo, gives us the scoop on really generating demand and shares his content marketing secrets.

September 21, 2014
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Craig Rosenberg, is Co-Founder and Chief Analyst at Topo, a research and advisory firm that helps companies grow faster. He is also known for his work as the Founder and Editor of The Funnelholic, a hugely successful sales and marketing blog that is a household name for marketing and sales professions.  You can find Craig just about everywhere as he is involved in some of the most insightful and effective content in the market today.

Everybody Writes, Your Go-To Guide for Creating Ridiculously Good Content.

August 7, 2014
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We love to read anything Ann Handley writes, now she shares how even we can write better. Ann shares secrets to great content in her latest book, Everybody Writes, Your Go-To Guide for Creating Ridiculously Good Content.


Ann Handley, Chief Content Officer for MarketingProfs, author of Everybody Writes (September 2014) and co-author of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, Late 2010). Ann has a passion for building community, particularly in using new media tools to broaden and build value. Previously, Ann was the co-founder of ClickZ.com, one of the first sources of interactive marketing news and commentary.

Agile Selling and Hidden Gems from Jill Konrat

July 31, 2014
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If you don't know Jill Konrath yet, it's time to get caught up. Her site is a welcome basket fancier than print vendors in the 90s would bring at the holidays to thank you for the 300 page sales report job you did in full color for 10,000. She generously gives away tools to help any sales and marketing professional exceed any expectations they had of themselves and becoming a wildly valuable member of any team. Really, I'm not just getting all mushy on you here. Check this out: http://www.jillkonrath.com/sales-resources

So we're here to talk to her about what sets her latest book, Agile Selling, apart from any she's written in the past. We don't want to give the whole show away, but join us and take notes. This is one of those guests that will leave you gasping with inspiration and action items!

A couple of the questions she'll be answering include:

What role should technology play in today's sales organization?

What happens when sales doesn't trust in their data and/or marketing?

Enough already with the 4 Ps of Marketing - Debbie Qaqish

July 24, 2014
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REVENUE MARKETING is where we need to be.

Chief Strategy Officer of +The Pedowitz Group , +Debbie Qaqish shows her passion for education, for revenue marketing in this fast paced, 30 minute discussion.

rise-of-the-revenue-marketer-by-debbie-qShe is the author of, "Rise of the Revenue Marketer, " available on Amazon: http://www.amazon.com/Rise-Revenue-Marketer-Debbie-Qaqish/dp/1610054075 

A snippet from the show:
"Because the  universities have been so slow to teach these critically important skills, we are seeing companies that are developing their own revenue marketing curriculum. They cannot find the skills. Kids are not coming out of graduate and undergraduate programs with the right skills."

----------------------
Debbie Qaqish is the chief strategy officer and a principal partner at The Pedowitz Group and is responsible for developing and managing client relationships.

She is a nationally recognized speaker, #thoughtleader  and innovator in the demand generation field, with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth. Debbie was voted #10 in #SLMA 's 50 Most Influential in Sales Lead Management in 2011.

Debbie has been at the forefront of the marketing automation phenomenon, first as a beneficiary, and now as an advocate and expert. She is a frequent speaker and writer on topics related to driving revenue through #demandgeneration   techniques,#marketingautomation   technologies and the integration of sales and marketing.

#revenuemarketer   #revenuemarketing   #marketingtips  

Connect with Debbie Qaqish:
https://www.linkedin.com/in/dqaqish
https://twitter.com/DebbieQaqish

Connect with The Pedowitz Group:
https://twitter.com/revenuemarketer
https://www.linkedin.com/company/pedowitz-group

Kevin Akeroyd on the Secret Behind the Oracle Marketing Cloud

July 23, 2014
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Oracle’s Kevin Akeroyd is helping to make the Oracle marketing cloud solutions the best in the industry, bar none. Find out what drives him, the Oracle marketing machine and more.

Highlights include:
Steve asked Kevin, "How do you organize your marketing dept?"

@akeroyd : We keep modern goals in mind. Marketing and sales are two silos that need to come together.

It starts with CULTURE. When they acquire, they only acquire the best companies - not just the technologies, but the best people, the best talent and the best customers along with the best business models and best cultures. 

Best Cultures results in the rest falling into place. The key is maintaining the culture that made the company so great you wanted to acquire it in the first place. This is critical.

Steve Gershik talked about the gap between what people are learning in business school and what practitioners need to know.
Kevin says, "You have to learn how to first think like a marketer and then to BE a marketer."

How do you structure the acquisition and dissemnatino of data?
Kevin said it's easy to get paralyzed. What is the most important to look at and focus for yourself?. How do you rank what is the most important data? You'll have to listen to get these answers and more insights.

Kevin Akeroyd, GM of Oracle Marketing Cloud,is responsible for the global P&L, running the largest technology and services providers to the lines of business in charge of marketing and customer experience. The Oracle Marketing Cloud includes Marketing Automation (Eloqua), MCCM (Responsys), Data Management Platform - DMP - (Blue Kai), Content Marketing (Compendium), Social Listening (Collective Intellect), Social Publishing and Engagement (Viture, Involver). Prior to Oracle, Akeroyd worked for Badgeville, Jigsaw and Data.com