7 Min Marketing With Pam Didner

A big hello from Portland, Oregon. Welcome to another episode of B2B Marketing & More with Pam. Today I have a very special guest, Mark Emond. Mark is a long time IBMer, Founder and President of Demand Spring – a B2B revenue marketing consultancy. Today we are going to talk about sales and marketing alignment. In this episode: What does Demand Spring do, and what is the company about? Based on the current stage of sales and marketing (and how they work together), what are some of the challenges B2B marketers tend to encounter? What processes and tools should a CMO use to align sales and marketing? In what ways a suitable platform can improve and influence sales and marketing alignment strategy? What’s next for marketers when they reach the MQL target? What does it take to create a seamless sales and marketing alignment strategy? Can marketers do sales and marketing alignment bottom up and without top management support? What is the critical role of sales and marketing alignment? What is it that salespeop

Welcome to another episode of B2B Marketing & More. My guest today is Tim Hughes. I met him when I was in London, probably four or five years ago. Tim is a CEO and Co Founder of DLA ignite, and author of two books about social selling and sales-marketing alignment - you can check them out on Amazon. He is also #1 Global social selling pioneer and innovator, and a speaker. Today we talk about social selling as the new business necessity. In this episode: How has the buying process changed? In what ways buyers' behaviors have changed? What are some of the specific changes that marketers and sales professionals need to make? In what ways is being on social is different from doing social? How can content help with social selling? What is humanizing content, and how to use it? How can a business pick the right social media channel? How can brands use their networks without abusing them? What is the role of employees in social selling, and how can companies empower them? What makes social selling challenging f

Hello from Portland, Oregon. Welcome to another episode of B2B Marketing & More. Today, my guest is Amanda Milligan. Amanda is Marketing Director at Fractl, a marketing agency that helps brands build high-quality backlinks and brand authority through content marketing. Amanda is also a host of Fractl’s Cashing in on Content Marketing podcast, and Head of Marketing at Stacker. Today we talk about content marketing and brand authority through earned media coverage. In this episode: What is earned media, and why should B2B brands care about earned media coverage? What makes publishers care about non paid content, and what makes them pick up the specific article and give it earned media coverage? How can B2B brands approach writers and pitch the idea of the content that could be beneficial for both sides? What is Tangential content, and what makes it different from usual content? What is the role of data focus on decision making and creating the perfect pitch? Fund Rocket Case Study: The complete process Wha

Hello from Portland, Oregon. Welcome to another episode of B2B Marketing & More with Pam. Today, I have an incredibly special guest - Scott Brinker. Scott is the VP Platform Ecosystem at HubSpot, Editor at chiefmartec.com, and Program Chair of MarTech Conference. Today we talk about Martech in practice - MarTech trends, opportunities and challenges. In this episode: What are the biggest trends of 2021 in terms of marketing technology development? What makes the digital marketing side so fragmented, and how can marketers navigate the landscape? How should marketers evaluate MarTech as a whole for a company without getting overwhelmed? What makes change and martech implementation difficult and slow? What can marketers do to pitch to management to invest in MarTech? Why should marketers evaluate their MarTech stack regularly, and how to do so? What are the marketing technology predictions for the second half of 2021 or even 2022? What kind of no-code platforms or tools can marketers use in their work? Quot

Welcome to another episode of B2B Marketing & More with Pam. My guest today is Matt Brodie from Brodie Agency, a digital marketer, and he does all paid advertising. In 2020 he decided to branch out on his own, and that’s when he started his agency. Today we talk about paid media, and what does it take to run successful Facebook ads. In this episode: What are the most common misconceptions about Facebook ads and paid ads in general? How can businesses, including small businesses, achieve their goals with paid Facebook ads? How can marketers leverage different optimizing objectives to run Facebook ads? What makes running successful Facebook ads difficult? What is the proper approach to Facebook ads, and what is the hidden reality businesses should pay attention to? How can businesses and marketing departments use Facebook ads to perform research and testing? What is the role of the copy and design in terms of running successful Facebook ads? What are the benefits of hiring a professional to do paid ads? Ho

Welcome to another episode of B2B Marketing & More! Today I welcome a very special guest, Kyle Roof, the founder and Lead SEO of High Voltage SEO, co-founder and SEO instructor at Internet Marketing Gold, and inventor of PageOptimizer Pro. Kyle is joining me today to share expert tips that will help you increase your organic page ranking. In this episode: - Why is SEO important, especially in the realm of digital marketing? - What is the difference between adding keywords and content optimization - How to connect SEO to keywords, pages, and personas - What are the minimal requirements that anybody managing a website needs to consider in terms of search engine optimization? - What are the specific areas on the page that Google likes? - Basics of changing and not changing URLs - What are the basic requirements for marketers to do SEO? - What is the biggest problem with SEO? - How to choose the right SEO agency? - What is a good relationship between a client and an SEO agency? - How to do SEO for the conten

Welcome to another episode of B2B Marketing & More! Marketing leaders and managers often ask me how to lead a marketing team, especially new first-line managers. However, even very experienced marketing directors ask for advice when they have to respond to unfamiliar marketing disciplines. That’s why in today’s episode, I talk about leading a marketing team and making that team efficient and motivated. In this episode: What are the tangible and intangible elements of leadership? What makes leadership challenging and demanding? How to set clear goals and objectives, and how to use them to lead the marketing team? How creating a statement helps managers to lead effective marketing teams? What is the role of collaboration and what makes it efficient? How to clarify roles and responsibilities? How to define performance indicators on both individual and project levels? What should leaders do to motivate, encourage, and inspire their teams? Quotes from the episode: “Org structure, roles and responsibilities m

Welcome to another episode of B2B Marketing & More! Today’s guest is Tommy Walker, founder of WalkerBots Content Studios, content strategy consultant responsible for starting a Shopify Plus blog and former Global Editor-in-Chief will QuickBooks. Now, as a consultant, Tommy shares the knowledge that he gained over the past 15 years with other brands. Today we talk about the content marketer’s journey. In this episode: How to turn a blog into a content marketing asset The process of determining and planning an editorial calendar How often should businesses change the structure of an editorial narrative How to include other team members and departments into editorial planning Learn more about the Four Act Structure of content editorial The importance of evaluating published and old content, and how to do it. How to work on content without having all the information What are some best practices and critical messages to apply and include in content such as a case study, podcast or video? What is content ROI,

Welcome to another episode of B2B Marketing & More! I’ve been reading many books about writing screenplays lately because there are many talks about bringing storytelling into content marketing. I thought I might also go to the sources and dig in on how to write a screenplay and how to tell stories effectively. The three books I was reading are: Story by Robert McKee, Screenplay Writing 434 from Lew Hunger, and Save the Cat from Blake Snyder. In this episode: Content must have a good sense of what it’s about and who it’s for The importance of structure Know your characters, and dig deep into your character development How screenplay writing relates to B2B marketing writing? How to apply screenplay structure to B2B Marketing? What is the best way for marketers to focus on what they want to say and how to say it? What can screenplays teach us about creating a customer journey? How to create a one-liner to express the essence of your brand? Quotes from the episode: “Another thing I’ve discovered is that ev

Welcome to another episode of B2B Marketing and More with Pam! My guest today is Lee Judge. Lee is the co-founder and CMO of Content Monsta, specialized in digital content marketing and production. Lee is also a fellow speaker. I’ve often seen him at a different speaking circuit, talking passionately about content and content marketing. Today we talk about social media video content. In this episode: How to overcome the fear of being on camera and live video? How to get started with Linkedin videos, and what are some of the best practices? The list of tools to make good video content, from recording to editing. When to use scripts and how to use them. What is a cam link, and how to use it? Learn more about Wirecast and OBS and what are the differences. How to become and appear more natural on camera? What are some business benefits of TikTok video content? What if businesses need to create video content for multiple platforms – benefits and drawbacks When to use a teleprompter, and what are the benefits? How

Welcome to another episode of B2B Marketing and More with Pam! I have a very, very special guest today, Bernie Borges. Bernie is a Vice President of Global Content Marketing at iQor, content marketing strategist, and a co-founder and Chief Customer Officer of Vengreso. Also, he’s a host of the Modern Marketing Engine podcast with over 300 episodes. Today we talk about account-based podcasting and why businesses need it. In this episode: What is account-based podcasting? What is the process for an ABM podcast? Is there such thing as a perfect frequency of podcast episodes, and what are some of the biggest takeaways from doing an ABM podcast? What are the sales and marketing benefits of the ABM podcasting approach? How can businesses use their strategy and goals for more successful podcasting? Two schools of podcasting postproduction, what are the recommendations in terms of editing a podcast? How to measure the success of ABM podcasting? Future trends and the next generation of podcasts and podcasting. Pros a

Hey, a big hello, Portland, Oregon. Welcome to another episode of B2B Marketing & More. Yay! I have a very special guest today. Tyler. I actually love his name. Tyler Lindley. Tyler is senior sales instructor and SDR coach at Vendition. Let's find out what SDR is. Okay? Vendition is a sales training company. Tyler also has his own podcast “Sales Lift” with more than 40 episodes. So you should check that out. So let’s get started. Welcome Tyler.   Tyler Lindley: Thank you, Pam. I'm going to bring you on my podcast and have you do that intro every single episode. (Pam laughs) That might just be my new episode forever.   Pam Didner: More than happy to do you intro and outro but I think I am going to scare people away.   Tyler Lindley: I loved it. I love it. Thank you. Thanks for having me on.   Pam Didner: Oh my pleasure. So, SDR. I heard about SDR. Can you explain what that is? And also, you know, people talking about inside sales and outside sales. Can you also explain that as well so we on the same page b

Welcome to another episode of B2B Marketing & More! Today I have a special guest, David Fortino, Chief Strategist for Netline. David is specialized in audience development, and retention with strength focused on the B2B market. Today we talk about a specific B2B Content and Demand Report that he managed for the fifth year in a row: the 2021 State of B2B Content Consumption and Demand Report. For this report, David's team analyzed 4.3 million gated content at Netline. In this episode: Learn more about Netline and what is it that they do. The biggest takeaways from the report. Trends in content consumption. What are the most popular content formats? Trends in webinars and communication with the audience. Breakdown on webinar audience registration and attendance. How to reach a C-suite audience with content? What is first-party consumption, and why it's better than third-party consumption? How to use technology to collect accurate data from gated content and the challenges? How can marketers incorporate sec

Welcome to another episode of B2B Marketing & More! My guest today is Anthony Gaenzle. Anthony is a marketing and business Leader, owner of Anthony Gaenzle Marketing. Serving in marketing leadership and multimedia roles for over 15 years, he has helped both established companies and startups achieve significant growth by providing marketing and business strategies that positively impact each company’s bottom line. Today we talk about how B2B marketing pros can build relationships that drive business success. In this episode: What is a definition of partner marketing or partnership marketing? How can businesses scale or minimize some of the work and become more efficient? What are some specific processes or tools that people can use in the relationship-building process? What are some of the criteria that marketers can evaluate in terms of partnership marketing? Partnership and relationship-building case study of a health care software company What makes collaboration time consuming, and why it’s all worth

Welcome to another episode of B2B Marketing & More! My guest today is Leo Odden. Lee is a good friend, a CEO and Co-Founder of Top Rank Marketing, an excellent and fast-growing B2B marketing agency. He is also a speaker and the author of the book Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing.  Today we talk about B2B influencer marketing and the best practices. In this episode: Different influencer marketing definitions and what does it mean from a B2B perspective. What questions should brands/businesses answer before launching a B2B influencer marketing campaign? Do brands always have to pay to engage with external influencers? What are the different types of influencers, and who are the "prospect influencers"? What is the role of internal influencer and subject matter experts? How can an enterprise or any B2B business start with influencer marketing? What kind of tools can businesses use to find influencers? How to collaborate with influencer

Welcome to another episode of B2B Marketing & More! My special guest today is Felix Krueger. Felix is the CEO of Krueger Marketing. His company specializes in sales enablement, Account-Based Marketing for B2B enterprises, and he recently launched his podcast, The State of Sales Enablement. Today we talk about how to make sales content a competitive advantage. In this episode: The role of content in sales enablement. Definition of a sales enablement from a sales perspective? The evolution of content in the context of sales enablement and collaboration with marketing. What is the significant difference between marketing content and sales content? How can a content marketer support the sales team? What should they pay attention to? How the current pandemic changed sales and how salespeople build relationships with the customers. In what ways pandemic changed the content use. What are some of the content formats that tend to be a whole lot more popular right now? How can sales fight the distractions of remot

Welcome to another episode of B2B Marketing & More! I have a super, super special guest today – Ruth Stevens. Ruth is a president of eMarketing Strategy, B2B marketing consultant, author, keynote speaker, and educator. She is also an adjunct professor at NYU Stern School of Business, outside director at HIMSS. She helps mid to large B2B companies improve their marketing strategies and tactics for a stronger pipeline. Today we talk about must-have marketing skills for modern marketers. In this episode: Essential advice for marketing students. Why is it important for marketers to build a personal brand? What are the steps and specific actions to consider when building a personal brand? What are the most common challenges that students tend to encounter in their first jobs? How should students deal with those challenges? What is considered the communication in marketing and with other people? How can marketers improve their communication? How can marketers keep up with all the new technologies? Pros and con

Welcome to another episode of B2B Marketing & More! Today I have an excellent guest, Alex Lowe, from the UK. Alex is a Head of Enterprise Strategy & Operations at Lately, Founder and CEO of Beyond Sales, and the host of The Death of a Salesman podcast. Alex works with and mentor, startups, to scale up business and beyond to help with their go-to-market strategy and execution. Today we talk about social selling strategy for sales teams, what works and what doesn’t. In this episode: Definition of social selling and what’s wrong with the popular business terminology What makes salespeople socially awkward online and what can they do about that In-person vs written communication skills How to build social into sales and marketing strategy. The universal three principles of social selling strategy How to select and share corporate content? What should salespeople share on social media? How to pick and tie the right social channel(s) with social selling strategy? What to do when social selling doesn’t work

A big hello from Portland, Oregon! With the fast deployment of vaccination, many of us marketers are gearing up for the full reopening and getting our team members back to the offices. Today I want to share the five trends that I think you need to pay attention to when you rework your plan and get ready for your post-COVID marketing efforts. In this episode: VIrtual communication and in-person interactions. Event marketing evolution. Content marketing and content prioritization. Changing strategies and marketing execution. Protocols and process changes to keep your customers safe. Digital customer experience as a product. Sales and marketing alignment in a fast-changing world. Process and workflow optimization as a competitive advantage. Quotes from the episode: “Modify your customer journeys and beef up your offerings online and on your websites. That means your budget for digital marketing and the website should not go down. It should go up.” “The key post-COVID is to determine which content to update and

Welcome to another episode of B2B Marketing & More! My guest is Katie Robbert, the CEO & Co-founder of Trust Insight, a digital marketing consulting firm. Today we talk about Artificial Intelligence, how you can take advantage of AI and implement it in your organization. In this episode: Definition of AI and why is it important? What makes machine learning important? What are the talents and skillset to consider before implementing AI? How to evaluate if a company is AI-ready, and where to start? Third-party tool vs in-house project? Which one is better? How to evaluate AI platforms? What should companies learn from other AI initiatives? Get familiar with a Mark Off chain model. The role of quality data for successful AI implementation. Will AI take our jobs? Quotes from the episode: "It takes a lot of planning. You can't just wake up one day and be like: "Let's introduce Artificial Intelligence to my team." There's a lot of planning that goes into it. And when we're talking about implementing AI wi