by B2B Nation
B2B Nation is a podcast from TechnologyAdvice that shares expert opinions and advice for B2B marketing professionals. Listen along as TA's Demand Gen Director, Mike Pastore, sits down with entrepreneurs, CEOs, and B2B marketing thought leaders to to understand their challenges and talk about what's working for their organization.
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Publishing Since
1/21/2016
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October 24, 2023
<p>Operating in a space dominated by large, well-known brands poses a challenge for companies in any sector. In the SaaS software market – and in CRM in particular – the challenge can seem monumental.</p> <p>Clare Dorrian is the CMO of <a href="https://www.sugarcrm.com/">SugarCRM</a>, where she and her team are leading their challenger brand up against heavyweights like Hubspot and Salesforce. </p> <p>The advantage held by many challenger brands is that they are often more agile and can pivot more quickly than the leading brands. On the other hand, challenger brands have less margin for error, so they need to make well-informed decisions. </p> <p><strong>RELATED EPISODE: </strong><a href="https://solutions.technologyadvice.com/blog/b2b-cybersecurity-marketing/"><strong>What’s Working in B2B Cybersecurity Marketing?</strong></a></p> <p>In this episode of the B2B Nation podcast, we’re talking to Clare about what it’s like to operate as a challenger brand today, which tactics and messaging are working for SugarCRM, and what we think is head in 2024, </p> <p><strong>Episode Guide</strong></p> <p><strong>3:20: </strong>What is the message Clare and her team want to deliver to CRM buyers?</p> <p><strong>5:08: </strong>Advice for CRM buyers.</p> <p><strong>9:28:</strong> What are the channels and tactics showing results for Clare and her team?</p> <p><strong>17:14:</strong> The role of in-person events in Clare’s strategy. </p> <p><strong>19:17:</strong> Three things that get Clare excited about 2024.</p> <p><strong>27:23:</strong> What is Clare’s favorite tool?</p> <p><br><br></p>
October 19, 2023
<p>The biggest change in the purchasing process for business technology over the past decade is the role of business users. IT no longer makes all of the decisions about technology. Instead, it’s the business users who use the tech on a daily basis who do much of the work. </p> <p>The area of low-code development, which allows business users to create workflows and automations for business processes, is a perfect example of this evolution. </p> <p>Business users and IT both take part in the purchase process for low-code solutions. And each role has its own part in managing the solution once it’s deployed.</p> <p>In this episode of the B2B Nation podcast, we talk with Mike Donaghey, Chief Commercial Officer at CMW Lab, a workflow software vendor, about the modern buying committee, how vendors market to diverse committees, and Mike’s favorite too.</p> <p><strong>Episode Guide</strong></p> <p><strong>4:02:</strong> How are business and IT teams involved in today’s purchase process?</p> <p><strong>6:29:</strong> How does CMW develop messaging for diverse buying committees?</p> <p><strong>7:57: </strong>How do diverse committees impact the sales cycle?</p> <p><strong>8:47: </strong>Do diverse buying committees require casting a diverse net for prospects?</p> <p><strong>11:11:</strong> What to make of the in-person event channel?</p> <p><strong>11:48:</strong> What should we expect from 2024?</p> <p><strong>14:29:</strong> What is Mike’s favorite tool?</p> <p><br><br> </p>
October 3, 2023
<p> </p> <p>Audience marketing is essentially the practice of building an audience of prospective buyers for your product or service that you inform and educate until such time as they’re ready to buy. </p> <p>Sounds pretty intuitive, right? It is. But it’s often a tremendous challenge to pull off successfully. </p> <p>Most marketers work in an environment where it’s difficult to play the long game of audience building because leadership wants revenue now. So while audience building can generate significant returns over time, what’s a marketer under pressure to deliver now to do?</p> <p> </p> <p>On this episode of the B2B Nation podcast, I’m talking to Bolaji Oyedije, a marketer with 20 years of experience in the B2B sector, about how marketers can combine short-term and long-term activities to meet their immediate needs for leads, opportunities, and pipeline, and revenue.</p> <p>We also discuss how to have the “long-term vs. short-term” conversations with leadership, how to earn the trust of today’s audiences, and Bolaji’s favorite tool.</p> <p><strong>Episode Guide</strong></p> <p><strong>2:56:</strong> What, exactly, is audience marketing?</p> <p><strong>4:10: </strong>Audience marketing takes time many marketers don’t have</p> <p><strong>8:48: </strong>The danger of too much focus on short-term opportunities.</p> <p><strong>12:10:</strong> Goodbye BANT, hello FAINT</p> <p><strong>14:07: </strong>Can you convince someone who isn’t in market to become in market?</p> <p><strong>18:38:</strong> “I want content professionals to make content like a comedian...”</p> <p><strong>21:00:</strong> How does Bolaji recommend marketers have the long-term vs. short-term conversation with leadership?</p> <p><strong>29:32: </strong>What is Bolaji’s favorite tool? </p> <p><br><br> </p>
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