LEADERS IN B2B MARKETING

SAWOO
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  • Marketing

LEADERS IN B2B MARKETING brings you peer-level insights into how senior marketing leaders make high-stakes calls under real commercial pressure.  We speak to VPs of Marketing, CMOs, and other B2B marketing leaders who share what actually happens behind the scenes: defending marketing spend as growth pressure gives way to profitability, deciding where AI actually earns its place beyond the pilot, and holding a clear position in a market where every competitor sounds the same.  If you lead B2B marketing at a growing company and want perspectives you can put to work immediately, this show is for you.

Episodes

  1. Aug 12

    Ep. 8 - Leverage B2B Community Development to Reach Thought Leadership With Your Core Customers - with Rob Gonzalez

    A few years into scaling one B2B software company, its cold outreach had become exactly the kind of generic, forgettable email everyone else in the industry was sending. Close rates cratered. Once the team rebuilt outreach around actually being useful to prospects, win rates climbed higher than they'd ever been. In today's episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Rob Gonzalez, Co-Founder of Salsify. You'll learn: 1. How Salsify started building its digital DNA, and Rob's major responsibilities as CMO 2. The crucial role of the right customer for successfully scaling your product-market fit 3. Top advice on how to create and test valuable content efficiently 4. The evolution of B2B marketing, and why quality over quantity ultimately wins 5. How Salsify defines its own product category and builds thought leadership through community development ... Get in touch with Rob on LinkedIn: https://www.linkedin.com/in/robgonzalez/ Rob's book recommendation: Deep Work: Rules for Focused Success in a Distracted World by Cal Newport | https://www.amazon.com/dp/1455586692 ... Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients. Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/ More episodes and insights: leadersinmarketing.io  ... Conversation originally aired on April 5, 2021.

    Ep. 8 - Leverage B2B Community Development to Reach Thought Leadership With Your Core Customers - with Rob Gonzalez

  2. Aug 11

    Ep. 7 - The Courage to Be Different: Why You Need More Creativity in Your Data-Driven Marketing Strategy - with Joerg Klueckmann

    Has data-driven marketing killed creativity? In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Joerg Klueckmann, Marketing Executive, B2B Software, to talk about the importance of creative freedom in marketing, why companies must dare to be different, how to acquire budget for outside-the-box initiatives, and more. You'll learn: 1. Why creativity must make a comeback if we're to avoid repetitiveness and mundanity in marketing 2. How to ensure ROI on your marketing investments while leaving room for experimenting 3. How Joerg allocates marketing budget to differentiating initiatives 4. Why Finastra built their own video streaming channel, Finastra TV 5. Which KPIs to measure to report proof of value for outside-the-box initiatives ... Get in touch with Joerg on LinkedIn: https://www.linkedin.com/in/joergklueckmann/ Joerg's book recommendation: Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets by Al Ramadan and Kevin Maney | https://www.amazon.com/dp/0349411360 Impromptu: Amplifying Our Humanity Through AI by Reid Hoffman | https://www.amazon.com/dp/B0BYG9V1RN Joerg's podcast recommendation: Capital Allocators with Ted Seides | https://www.capitalallocators.com/shows/capital-allocators/ ... Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients. Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/ More episodes and insights: leadersinmarketing.io  ... Conversation originally aired on October 24, 2023, when Joerg Klueckmann was Head of Marketing at Finastra. He has since been promoted to Head of Corporate Marketing and Communications at the company.

    Ep. 7 - The Courage to Be Different: Why You Need More Creativity in Your Data-Driven Marketing Strategy - with Joerg Klueckmann

  3. Aug 10

    Ep. 6 - How Recharge's Head of Demand Generation Successfully Drives Pipeline - with Rodolfo Yiu

    To win over some of Recharge's biggest prospects, Rodolfo Yiu's team bought their products, tried them, and sent back an honest review. No pitch attached. In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Rodolfo Yiu, Demand Generation & Growth Marketing Leader, to unpack how he and his team kept Recharge's pipeline healthy and full. You'll learn: 1. How Rodolfo drives demand at the top, middle, and bottom of the funnel 2. How Recharge distributes its demand gen investment in paid search as a market leader 3. Why Rodolfo still regularly listens in on his team's sales calls ... Get in touch with Rodolfo on LinkedIn: https://www.linkedin.com/in/rodolfoyiu/ Rodolfo's book recommendation: The Messy Middle: Finding Your Way Through the Hardest and Most Crucial Part of Any Bold Venture by Scott Belsky | https://www.amazon.com/dp/0735218072 ... Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients. Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/ More episodes and insights: leadersinmarketing.io  ... Conversation originally aired on February 2, 2023, when Rodolfo Yiu was Head of Demand Generation at Recharge. At time of re-airing, he is Senior Director of Marketing at Doppel.

    Ep. 6 - How Recharge's Head of Demand Generation Successfully Drives Pipeline - with Rodolfo Yiu

  4. Aug 9

    Ep. 5 - How to Influence Your Whole Sales Pipeline with Marketing - with Carrie Kelly

    For cybersecurity buyers, analyst firms like Gartner and Forrester function as influencers. For a CISO, picking the wrong vendor isn't just a bad decision, it can cost them their career. In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Carrie Kelly, Marketing Executive, B2B Tech & Cybersecurity.  You'll learn: 1. How to influence the sales pipeline with marketing 2. Which metrics you should track to measure the impact of your marketing strategy 3. Which content pillars work best for your sales pipeline, and tips for creating them 4. The power that in-person events and unique experiences can hold for your business 5. Why your company should have an analyst relations strategy ... Get in touch with Carrie on LinkedIn: https://www.linkedin.com/in/carrienkelly/ Carrie's book recommendations: Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets by Al Ramadan | https://www.amazon.com/dp/0062407619 The Power of Story: Rewrite Your Destiny in Business and in Life by Jim Loehr | https://www.amazon.com/dp/0743294521 ... Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients. Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/ More episodes and insights: leadersinmarketing.io  ... Conversation originally aired on September 29, 2022, when Carrie Kelly was CMO at Cyderes. At time of re-airing, she is VP of Global Integrated Marketing at Commvault.

    Ep. 5 - How to Influence Your Whole Sales Pipeline with Marketing - with Carrie Kelly

  5. Aug 8

    Ep. 4 - From Small Startup to Global Scale-Up: The Keys to Growth Through Marketing - with Johanna Fagerstedt

    Most companies treat a closed deal as the finish line. One team treated it as three deliberate touchpoints, a win announcement, a go-live announcement, and a customer success story, each one built to turn a new customer into an advocate. How does a company leverage marketing to build successful communities and drive growth? In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Johanna Fagerstedt, B2B SaaS, AI & Revenue Marketing Leader and Top 50 Women in SaaS honoree, to find out how she did it at Quinyx. You'll learn: 1. Why marketing doesn't stop after winning a customer 2. How Quinyx uses an annual community event to build thought leadership and create content 3. Best practices for setting up a successful community event 4. How Quinyx uses their "Customer Happiness Survey" to build strong client relationships and get valuable feedback 5. Why LinkedIn is the most important social media channel for your B2B business, and how to leverage it successfully ... Get in touch with Johanna on LinkedIn: https://www.linkedin.com/in/johanna-fagerstedt/ Johanna's book recommendation: Essentialism: The Disciplined Pursuit of Less by Greg McKeown | https://www.amazon.com/dp/0804137382 ... Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients. Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/ More episodes and insights: leadersinmarketing.io  ... Conversation originally aired on August 18, 2022, when Johanna Fagerstedt was CMO at Quinyx. At time of re-airing, she is Growth Advisor, Board Member, and Fractional CMO at Sparketing, her own B2B SaaS, AI, and revenue leadership consultancy.

    Ep. 4 - From Small Startup to Global Scale-Up: The Keys to Growth Through Marketing - with Johanna Fagerstedt

  6. Aug 7

    Ep. 3 - Driving Growth in a Cookieless World: What Software AG's Marketing Changed to Thrive in This New Era - with Anna Cleary

    For years, marketing's job ended the moment a lead crossed the MQL threshold: bonus paid, over the fence to sales, regardless of quality. At Software AG, Anna Cleary's team didn't just tweak the process, they scrapped the term "MQL" entirely and replaced it with "AQL," automated qualified lead, to force a different mindset. In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Anna Cleary, Growth & Digital Marketing Leader. You'll learn: 1. Mindful tactics to effectively increase your customers' brand awareness and decision-making 2. How to end the war between marketing and sales and transform them into a winning team 3. The key to succeeding in the new era to come: a cookieless world ... Get in touch with Anna on LinkedIn: https://www.linkedin.com/in/annacleary1/ Anna's book recommendation: Black Box Thinking by Matthew Syed | https://www.amazon.com/Black-Box-Thinking-People-Mistakes-But/dp/1591848229 ... Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients. Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/ More episodes and insights: leadersinmarketing.io  ... Conversation originally aired on December 5, 2021, when Anna Cleary was Global Growth & Digital Marketing Program Director at Software AG. At time of re-airing, she is an independent AI marketing consultant.

    Ep. 3 - Driving Growth in a Cookieless World: What Software AG's Marketing Changed to Thrive in This New Era - with Anna Cleary

  7. Aug 6

    Ep. 2 - How GE Is Adapting Its B2B Marketing to the New Normal - with Simon Philip Rost

    COVID hit GE Healthcare's marketing teams like a punch in the face: no warning, and overnight, the trade fairs that drove a third to 40% of the company's marketing budget were simply gone. In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Simon Philip Rost, Marketing Executive, Digital Health & AI. You'll learn: 1. How the COVID-19 pandemic affected GE's marketing strategy, and four key takeaways driving their future success 2. GE's formula for developing digital opinion leaders and creating successful social media content 3. What GE's sales strategy and cooking have in common, and how they built a standout sales training organization ... Get in touch with Simon on LinkedIn: https://www.linkedin.com/in/simonrost/ Simon's book recommendations: If Disney Ran Your Hospital by Fred Lee | https://www.amazon.com/dp/0974386014 Virtual Selling by Jeb Blount | https://www.amazon.com/dp/1119742714 ... Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients. Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/ More episodes and insights: leadersinmarketing.io  ... Conversation originally aired on July 25, 2021, when Simon was Marketing Executive at GE Healthcare. He has since been promoted to Chief Marketing and Strategy Officer at the company.

    Ep. 2 - How GE Is Adapting Its B2B Marketing to the New Normal - with Simon Philip Rost

  8. Aug 5

    Ep. 1 - No Forms, No Spam, No Cold Calls: A New Perspective on Marketing & Sales - with Latané Conant

    The fastest way to double your revenue isn't doubling your leads, but getting marginally better at converting the ones you already have. In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele catches up with Latané Conant, Marketing Executive & Author of "No Forms. No Spam. No Cold Calls," to talk about why most marketing teams still get this wrong. You'll learn: 1. How to understand modern B2B buyers and identify qualified accounts 2. How to understand your B2B market to level up your marketing 3. Why you should stop cold calls and mass outreach 4. Tips for running your marketing team more effectively 5. How to engage with your customers in the right way ... Get in touch with Latané on LinkedIn: https://www.linkedin.com/in/latane-conant/ ... Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients. Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/ More episodes and insights: leadersinmarketing.io ... Conversation originally aired on March 29, 2021, when Latané was CMO at 6sense. At time of re-airing, she is CMO at Parloa.

    Ep. 1 - No Forms, No Spam, No Cold Calls: A New Perspective on Marketing & Sales - with Latané Conant
  • 8 Episodes

About

LEADERS IN B2B MARKETING brings you peer-level insights into how senior marketing leaders make high-stakes calls under real commercial pressure.  We speak to VPs of Marketing, CMOs, and other B2B marketing leaders who share what actually happens behind the scenes: defending marketing spend as growth pressure gives way to profitability, deciding where AI actually earns its place beyond the pilot, and holding a clear position in a market where every competitor sounds the same.  If you lead B2B marketing at a growing company and want perspectives you can put to work immediately, this show is for you.

Information

  • Creator
    SAWOO
  • Years Active
    2026
  • Episodes
    8
  • Rating
    Clean
  • Copyright
    © 2026 LEADERS IN B2B MARKETING
  • Show Website
    LEADERS IN B2B MARKETING