In this episode, I speak with Nick Patterson, Co-CEO of Storm & Shelter.  We had a great conversation on how marketers in niche, service-led businesses can evolve beyond relying solely on referrals and word-of-mouth to generate new business opportunities. Nick shares how Storm & Shelter successfully developed and launched a 1:few email outreach strategy that complimented their existing marketing efforts. This was in response to the tough economic climate we find ourselves in and tougher competitive conditions.  He also shared the secret sauce of the campaign, which involved a ..read more

In this episode, I talk to Jeffrey Mack, VP of Marketing at Agility. We talked about a creative direct mail ABM campaign he ran during his time at LinkedIn to 250 targeted accounts to drive new business - all inspired by Taylor Swift. This is an episode of a new micro-series under the B2B Better umbrella called Breaking B2B, which showcases creative marketing and sales campaigns executed by people in the trenches, actually doing the work - all in 10 minutes or less.   Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B ..read more

In this episode, I sit down with Ronak Ganatra, VP Marketing at GraphCMS. We covered a topic everybody working in technology needs to understand - developer marketing. From what personal characteristics of developers should influence your strategy to the most effective channels in reaching more technically-minded buyers, this episode is a masterclass in building trust with a hard-to-win-over audience segment. Ronak also shares his advice for non-developer marketers who are tasked with creating technically-focussed content. You can follow Ronak on Twitter here. Visit his website here. Or check ..read more

In this episode, I sit down with Amanda Natividad, Marketing Architect at Sparktoro. We had a great, free-flowing conversation on everything from breaking into marketing as a career, the blurring lines between B2C and B2B marketing and how to create high-value content programme. Amanda and I also dived into the role of the conventional marketing funnel and why measuring leads may be a distraction from answering the question - is marketing making an impact? You can follow Amanda here. Thanks to my friends at Remote for sponsoring this episode. Any company that helps companies unlock the glo ..read more

In this episode, I speak with Meghan Keaney Anderson, VP of Marketing at Jasper. We met on stage at SaaStock in Dublin and had a fascinating conversation on the application of AI in marketing strategy. Sure, we all know how to whip up a blog post or create an image of a duck playing the trumpet. But can artificial intelligence help us with budgeting, competitive analysis, developing strategic insights, and journey mapping? That's what we set out to answer. What I love about this interview is the importance Megan places on leveraging tools like Jasper to generate business-critical outcomes rath ..read more

**Thanks to Hubspot for sponsoring this episode.** Today, I spoke with Leslie Venetz, Founder of Sales Team Builder. It's budgeting season, and you know what that means! Marketers across the globe are sitting down to try and figure out whether spending a six-figure sum on a booth at a trade show is still a good idea. Especially when that booth has historically yielded little to no ROI. There has to be a better way, right? That's what Leslie and I try to answer. We sat down to discuss why a lot of trade show activations fail to deliver a return on investment, how to strategise for brand awarene ..read more

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