Welcome to the B2B Sales and Marketing #FriTalks hosted by Andrejs Juscenko and Rolands Ozolins. On this podcast, you will get insights, best practices and anecdotes right from sales and marketing leaders of B2B technology companies and Startups.
Our episodes are based on live #FriTalks LinkedIn broadcasts.
55. 4-step framework for bridging marketing planning and execution
Marketing often feels like an endless uphill struggle. Moreover, marketing managers often complain of poor internal alignment, conflicting and ever-changing priorities and pressure for short-term results.
In this episode, Andrejs and Rolands explore the marketing planning framework that they tested and improved in well over 200 campaigns. Their framework stands on four solid pillars: alignment on revenue goals, comprehensive audience research, strategic Go-To-Market (GTM) planning, and regular review of planned marketing activities.
54. How technology buyers make their decisions in 2024?
The decision-making process of B2B buyers has undergone significant changes.Over the past few years, there has been a notable shift in the behavior of B2B technology buyers, marked by reduced trust in new vendors and their sales representatives. Present-day buyers exhibit a preference for conducting independent research, forming their own conclusions and using self-service options.- In this episode, we explore the following topics:- The shifts in buyers' behavior since the onset of Covid-19- The objectives and tasks that buying groups aim to achieve- The increasing significance of communities in the buying process- The evolving role of salespeople in the modern buying landscape- Strategies for how marketing can adapt to the changing behaviors of buyers
53. How to set optimal pricing strategy for your SaaS products?
Increasing pricing is the single best and most straightforward way to increase business profitability.Pricing is so important, that companies would be well advised to spend a lot of time and effort to set optimal pricing.Yet, according to research, SaaS companies only spend 6 hours on pricing. No monthly, not annually, ever.In this episode of FriTalks, we are joined by pricing strategist and founder of Soft Fight Emanuel Martonca.We discuss:
Why pricing is so important for SaaS?
How an average SaaS company approaches pricing and what are the problems?
How does pricing impact profitability?
Principles of pricing
Where do companies start if they want to review their pricing?
52. Making Lead Generation Work in 2024
In this first FriTalks of 2024, Andrejs and Rolands look at key trends in B2B marketing and discuss what challenges and opportunities they bring for lead generation in 2024.
51. Sales and marketing alignment: necessary change for better results.
Did you know that marketing and sales alignment is the most significant roadblock to business growth?
According to Gartner, companies with strong marketing and sales alignment are 3 times more likely to meet their new customer acquisition targets.
In this #FriTalks episode, we discuss:
How does marketing and sales misalignment hinder business growth?
What are the key issues companies face?
And what are the first necessary steps to reduce conflict and build trusted relationships with both teams?
50. Building a future-proof marketing team
In the rapidly evolving digital economy and with the changing customer behaviour, marketing's role in B2B organisations is being redefined. Marketing teams are now expected to facilitate and enable growth more than ever before.
We invited Jens Tinapp, VP of Marketing and Communication at Diehl Metering, to talk about the path of building a future-proof marketing team.We discussed:- How has the role of marketing evolved- How have the CEO’s expectations changed- What are the must-have skills and capabilities of the modern marketing team- What to keep in-house and what to outsource- How to bring an impact and build trust for the marketing team