17 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.

    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
    B2B Storytelling That Develops Revenue & Growth

    B2B Storytelling That Develops Revenue & Growth

    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 episode to learn more.

    • 51 min
    Product Management – Real World Example from Start-up to Enterprise

    Product Management – Real World Example from Start-up to Enterprise

    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.

    • 48 min
    Positioning – What It Is and How To Nail It

    Positioning – What It Is and How To Nail It

    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.

    • 50 min

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