20 episodes

Welcome to the B2B Uncovered podcast for the curious, nosy or better still those with a thirst to learn from others’ experience, successes and hard knocks at the B2B coalface, peeling back the covers on marketing, sales and growth – hosted by Paul Denham.

B2B Uncovered ResearchHQ

    • Business

Welcome to the B2B Uncovered podcast for the curious, nosy or better still those with a thirst to learn from others’ experience, successes and hard knocks at the B2B coalface, peeling back the covers on marketing, sales and growth – hosted by Paul Denham.

    Unlocking B2B Buying Group Journeys to Drive Revenue Faster

    Unlocking B2B Buying Group Journeys to Drive Revenue Faster

    In this episode, Paul Denham talks with Steffen Hedebrandt, CMO and Co-Founder of Dreamdata.io, about unlocking B2B buying group journeys to drive revenue faster.

    B2B buying behaviour has changed in the last few years. Self-directed customer research has replaced the traditional funnel. With between six and ten people now involved in a typical buying group with an organisation, it's far from a linear progression from start to purchase decision.

    So how do we better understand what is going on, how long the real customer journey is, and how do we assign values to all the touchpoints that make up the customer journey?  

    Join us in this episode where all is revealed.

    • 44 min
    The Pros and Cons of Using an ABM Platform

    The Pros and Cons of Using an ABM Platform

    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 which is all too common.

    Tune in to get full value from this engaging discussion.

    • 57 min
    ABM – Up Close and Personal

    ABM – Up Close and Personal

    In this episode, Paul Denham talks with Kristina Jaramillo, President of Personal ABM. 

    The topic of the conversation centres on 'personal' ABM and how it can bridge sales and marketing to close accounts that are in the 60% of the market that's stuck in the status quo, with the aim of increasing marketing's influence over revenue.

    Personal ABM speaks to the people within target accounts to create a human bond. 

    It goes directly to key decision-makers and influencers with insights that are specific to their gaps and impacts and content that speaks to them specifically. 

    As a result, clients create a buying vision so strong that buyers pull sales, marketing and account teams through the buying process.

    But to achieve this and get your ABM on track, you've got to learn to walk before you start running:

    As Kristina says..

    "Get a strategy in place before you move forward"

    "It's almost like if you're playing a game of chess"

    "You can't just move pieces around and just hope to win"

    "Think steps ahead"

    "And that's a level of relevancy that's really needed to drive these interactions and be successful".

    "And especially move people that are in status quo".

    And considering 2/3rds of ABM programs underperform, this is time well spent.

    Tune in for a lively discussion about doing ABM up close and personal.

    • 48 min
    Marketing when up against an 800-pound gorilla

    Marketing when up against an 800-pound gorilla

    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 full episode to learn more.

    • 45 min
    How to Unlock Insights from Customer Interviews and Turn into Marketing Actions

    How to Unlock Insights from Customer Interviews and Turn into Marketing Actions

    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 goingTo compensate for interviews or not?How to unlock the insights from customer interviews and turn these into marketing actions.Tune into this episode to learn more .

    • 49 min
    Account-Centric Social Selling – How Your Organisation Can Win

    Account-Centric Social Selling – How Your Organisation Can Win

    '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.
     And Sarah is generous in sharing her insights and experience in our discussion.
     Sales and marketing collaboration is easy to talk about – but in practice it's still a promised land for many.
     With significant changes in the B2B buying journey, both marketing and sales need to collaborate now more than ever before. 
    Get this right and insight-driven marketing will replace vanity metrics, help drive revenue, and transform the marketing conversation at board level.
    🎧 Tune in to listen to the full episode.

    • 45 min

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