In this episode, Paul Denham talks with Naseef KPO, B2B Marketing Leader, Speaker and Mentor about all things ABM, in particular his experience using ABM platforms. Naseef’s role as leader of the marketing analytics function for an enterprise-sized organisation put him at the centre of selecting, implementing and driving value from an ABM platform. I was curious to understand what type of ABM platforms there are and the challenges around deriving value from these investments. Naseef shares his insights and opens up a bigger picture than the tactical narrow view of ABM whi ..read more

In this episode, Paul Denham talks with Corina Ludwig, President of FunctionFox about marketing in a very crowded market, including against competitors akin to 800-pound gorillas with very deep pockets. 22 years ago, timesheet and project management tools were few and far between.  There were about five competitors of FunctionFox when it launched. Today there are 3000+ Learn how a small fish in a big pond with just a fraction of its competitors' budgets survived and thrived by being creative, focusing on its niche, and delivering more than software to its customers. Tune in to the ful ..read more

In this episode Paul Denham talks with Ryan Paul Gibson, Founder at content lift. The topic of the conversation centres on 'How to unlock the insights from customer interviews and turn these into marketing actions'. Ryan is a guy who only talks to customers – to figure out why they buy. And he's good at it. Very good. We explore the following: What types of customer interviews are there? Why bother with customer interviews?   Actionable steps to get going To compensate for interviews or not? How to unlock the insights from customer interviews and turn these into marketing actions. Tun ..read more

'Marketing needs to shift its game and change its conversation’… to be successful, ‘we need to start thinking about relationship-driven business growth’. How does account-centric social selling help achieve this? How do I implement this organisation wide? Some of the issues and questions Sarah Goodall, Founder & CEO at Tribal Impact addressed when she spoke with Paul Denham, the host of the B2B Uncovered podcast. If there’s one person who knows what it takes to align social selling within an organisation, it’s Sarah. Boatloads of hands-on experience from startup to enterprise.   ..read more

In this episode Paul Denham talks with Andrew Hoerner, fractional CMO for several high growth SaaS startups, most recently the EVP Global Marketing at Symphony, a double unicorn status fintech backed by Goldman Sachs and other banks. Andrew shares with us his passion for telling stories that turn into revenue and growth, using examples including from Slack & Symphony. We delve into the art of B2B storytelling - dealing with competitors; building marketing teams with the right skillsets and the importance of a team's diversity and inclusion to the overall success. ?  Tune in to this ..read more

In this episode Paul Denham talks with Craig Hanna, Director of Product Management at Acquia. The topic of the conversation revolves areal world examples of product management from start-up to enterprise. Craig takes us through his journey from start-up to being acquired and the challenges faced within very different environments. It's a journey not without its hitches and lessons to be learned.  What we do learn is that successful product development is far more complex than just creating a great product. Tune in to this episode to learn more ..read more

In this episode Paul Denham talks with Jamie Barnett, Advisor and Board Member to high tech start-ups about product positioning. Very few companies get their positioning right early on, sometimes ever, and this ultimately has a detrimental knock-on effect, with the worst case scenario where the company fails.  But this can be easily fixed with the right steps. Jamie shares her advice and experience both as a CMO and a board advisor helping high-tech companies understand and communicate their positioning. Tune in to get full value from this informative discussion ..read more

In this episode Paul Denham talks with Adele Revella, CEO & Founder of Buyer Persona Institute about ensuring an ROI from buyer personas. We talk about the critical relationship between the B2B buyer journey and buyer personas and how to ensure you're not just going through a tick-box exercise. Adele's advice is clear and uncompromising. Based on her decades of experience in B2B marketing, we delve into the Five Rings of Buying Insight framework that Adele created that empowers marketers to put this into action without delay.  Tune in to get full value from this engaging discussion ..read more

In this episode Paul Denham talks with Ankush Gupta, Founder at Eventible, the world's first B2B events review platform.  Think G2 for events, not software and you'll be on the right track understanding Eventible.  Our discussion covers Ankush's journey early on with his idea after travelling to Dreamforce and realising there was no reliable online destination to help make decisions about whether to invest the time and cost of travelling to events. Eventible was born – but so too was the pandemic and the rise of virtual events. A lively discussion covering the future of in-person ..read more

In this episode Paul Denham talks with Duncan Chapple, Head of Analyst Relations at CCgroup about the role analyst relations (AR) plays in helping tech firms grow and thrive in today's super competitive markets. A long held issue has been a lack of understanding, or misunderstanding about analyst relations among B2B marketers and sales professionals. And in this episode some of these are addressed head-on with no holds barred, debunking myths and shining a light into the darker recesses. Why should marketing and sales professionals care? With 60-90% of the B2B buying journey conducted via se ..read more