Episode Summary In this episode, Mana guides on implementing ethical and unbiased practices when using AI in marketing. She emphasizes the importance of ensuring data diversity, regular model audits, and transparency around how AI makes decisions to avoid bias. Mana suggests marketers ask fundamental questions about AI models, such as how they avoid overfitting, to validate outputs and understand the reasoning behind recommendations, especially for high-stakes decisions. Overall, the discussion highlights the potential for AI to create new opportunities in marketing by enabling more data-drive ..read more

Episode Summary In this episode of OnBase, Victoria Sakal explores effective go-to-market strategies and the delicate balance between data-driven insights and intuition in marketing. She discusses common challenges companies face, such as organizational disconnects and the struggle to be proactive in rapidly changing markets. Victoria emphasizes the importance of understanding customer needs, monitoring trends, and using an innovation pipeline framework to guide strategy development. She advocates for quality over quantity in marketing efforts, recommending targeted campaigns for specific audi ..read more

Episode Summary This episode features Sylvain Awad discussing strategies to optimize demand generation for sales success. Sylvain emphasizes simplifying messaging, aligning marketing and sales goals, and prioritizing lead quality over quantity. He advises repurposing content across verticals for common pain points, validating leads before passing to sales, and generating quality leads through website optimization. Sylvain also touches on implementing account-based marketing tactics and leveraging storytelling in B2B marketing. Throughout the discussion, he stresses the importance of ongoing co ..read more

Episode Summary Vinod shares insights from growing revenue by 40x in 7 years. Some key strategies include understanding customers thoroughly, offering a diversified portfolio of solutions, and networking extensively. Vinod also emphasizes the importance of building effective relationships with decision-makers through mutual respect, problem-solving focus, and self-awareness. He recommends staying informed by reading competitors' reports, attending industry events, and maintaining a strong professional network. About the guest Vinod Venkatesan is the Vice President of Sales, Strategic Accounts ..read more

Episode Summary This episode discusses account-based marketing strategies with guest Amanda Dyson. She shares insights on personalizing ABM approaches based on customer understanding rather than focusing on features. Amanda emphasizes the importance of collaboration between sales and marketing in areas like account nomination and campaign planning. She also outlines how ABM can support customer retention, upsell, and cross-sell efforts by building long-term relationships. About the guest Amanda is a 20-year B2B SaaS marketing veteran. She has run regional and global teams. She has a passion fo ..read more

Episode Summary This episode discusses how buyer behavior is changing, especially in manufacturing, and the challenges companies face in aligning their sales and marketing strategies as a result. The guest, Kathy Macchi, shares her insights from over 25 years in the industry on how buyers are younger and want more control over the process. She highlights culture, technology, and data silos as major barriers for manufacturing companies looking to align. The discussion covers how account-based marketing (ABM) can help manufacturers by prioritizing the right accounts for large deals and providing ..read more

Episode Summary In this episode, host Chris Moody talks with John Common of Intelligent Demand about the ongoing challenge of aligning sales and marketing teams. They discuss why misalignment often stems from a lack of clear strategy and leadership guiding the organization. John emphasizes that B2B growth requires cross-functional collaboration but most companies still operate in silos. John also dives into common mistakes made with account-based marketing programs when they are treated as solely a marketing initiative. He outlines why traditional metrics like marketing qualified leads ar ..read more

Episode Summary Randy Welch talks about mission-driven sales in the education sector. He discusses his background in school psychology and administration, and how it led him to a career in education technology focused on school safety solutions. He emphasizes the importance of truly understanding customer needs through active listening. Randy also provides insights into navigating the challenges of the education market by prioritizing safety over sales numbers. The interview covers Randy's vision for developing a holistic safety ecosystem and recommendations for incorporating learning into a s ..read more

Episode Summary This podcast episode discusses how Jodie Woodworth implemented an agile marketing framework to improve efficiency and productivity at her company. She shares how she overcame resistance from her team by empowering them and introducing agile principles gradually. Originally the team struggled with slow project completion due to perfectionism, but agile practices helped deliver value to customers faster. The speaker discusses optimizing meetings, prioritizing tasks, and improving communication through daily stand-ups and regular team collaboration. Metrics for tracking campaign p ..read more

Episode Summary Kara Alcamo and Rachel Cursai discuss how the deprecation of third-party cookies in 2024 will impact B2B marketing. They cite privacy concerns and regulations driving this change. Leveraging first-party data through tools like identity resolution and focusing on personalized experiences are recommended strategies. The episode provides insights on adapting to a cookieless future through enhanced customer data collection and analytics. About the guests Kara Alcamo Kara is the founder of Alcamo Marketing, a B2B marketing consultancy. With over 15 years of experience in marketing s ..read more