Chatbots are becoming more popular to serve the needs of customers and answer their questions, but the AI is making chatbots smarter and more valuable. On this episode of Marketing Spark, Liverperson's Sonny Patel's talks about the future conversational inteligence and how companies can use it to drive marketing and sales ..read more

Podcasts can be a valuable marketing tool for B2B SaaS companies because they provide opportunities to connect with customers, prospects, and influencers.  Podcasts can also help generate a lot of content by extracting insight about multiple topics, which can be useful for content marketing efforts.  However, it can be challenging for marketers to convince senior executives to invest in a podcast because it can be difficult to measure return on investment (ROI).  In this episode of Marketing Spark, Connversa Podcasting CEO Jeremy Shere, talks to Mark Evans about: - How companies ..read more

For many years, marketers have leaned hard into data for information and insight about how people interact with different activities. But the landscape has dramatically changed.  A lot of digital marketing can't be tracked or attributed. People see content but never click, or they learn about products on the Dark Web. Spark Toro CEO Rand Fishkin says marketers need to return to the days of creativity and ingenuity to attract and engage customers.  He says they need to make leaps of faith when making marketing decisions as opposed to depending on data to lead the way strategically and ..read more

Definition of annoying: most pitches from podcast booking agencies. They’re not personalized. Clearly, no research has been done. They’re frequently off-topic. And sometimes they use the wrong name. Agencies using these types of agencies are getting bad deals. It’s hard to get a guest on podcast, so you can't use a company that does a poor job. Having received so many bad podcast guest pitches, I asked Jakub Zajicek from Speak on Podcasts for insight and advice on how and when to use a podcast agency. Since launcing in 2020, Speak on Podcasts has booked more than 2,000 guests and represents co ..read more

The more that you know your customers, the better. That's Marketing 101. As marketing attribution becomes increasingly more challenging, companies will need new tools to identify and engage prospects. Getting this type of customer intelligence will allow them to make better and faster marketing, advertising, and sales decisions. On the Marketing Spark podcast, Clearbit CMO Kevin Tate talks about how companies can use technology to identify their ideal customer profiles (ICPs), how to gain insight into what customers and prospects are thinking and the questions being asked, and how to identify ..read more

In theory, podcasts are a great thing for B2B and B2B SaaS companies. They allow companies to connect with prospects, customers, and influencers and generate a ton of content (blog posts, social media updates, videos). But podcasts can be a hard sell for marketers. One of the challenges is that the value and ROI of a podcast are more than data-driven. When a marketer is asked by a CEO about how to measure a podcast's success, the answer is "a podcast can be quantified but many of the benefits aren't visible". To get insight into the B2B podcast landscape, I connect with Tom Hunt , founder of F ..read more

Sales is a combination of art and science. The best salespeople combine personality, insight, research and time to engage people and convince them to make purchases. In this episode of Marketing Spark, SellX's Steve Schmidt talks about: - How salespeople should operate given the economic landscape - What makes for a great sales person beyond sales - How sales and marketing can work together effectively - The biggest mistakes made by salespeople on LinkedIn  - Why Steve has enthusiastically embraced TikTok - The link between sales and demand generation ..read more

Consultants get a bad rap. They're seen as people who like telling other people what to do, but they don't do the actual work. But consultants can play a key role in helping companies fill gaps and seize opportunities. The right consultant at the right time can deliver huge ROI. On the Marketing Spark podcast, I talk with Faheem Moosa, who helps consultants drive higher revenue. Faheem and I look at the consulting landscape amid volatile economic times, the role of content in marketing and sales, and the keys to launching a successful consulting business. If you're a consulting, thinking about ..read more

Words are powerful. They make as much an impact as video, photos, and audio. But words and writing are often under-appreciated, particularly by people who aren't writers or marketers.  In this episode of the Marketing Spark podcast, Sam Howard talks about why words matter and best practices for using them to drive Website conversions. Sam embraces a research-driven copywriting approach involving interviews with employees, customers and a competitive audit. We talk about: Whether copy or design should come first when developing a Website Best practices for copy and structure of homepages ..read more

What a difference a year makes for B2B Saas entrepreneurs. In 2021, business was booming, venture capital was flowing, and the focus was customer acquisition and growth. Today, the economic landscape is bumpy, venture capital has evaporated, and customer retention is paramount. In this episode of Marketing Spark, Lately.ai CEO Kate Bradley Chernis talks about her professional challenges and how she's navigating the B2B SaaS waters. She also talks about Lately's struggles to raise venture capital and Lately's bootstrapped approach to marketing ..read more