B2B Uncovered

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B2B Uncovered

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.

27/09/2022

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, h...

45 phút
21/06/2022

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 s...

58 phút
31/05/2022

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 ...

49 phút
17/05/2022

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...

45 phút
03/05/2022

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?Ho...

49 phút
19/04/2022

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 withi...

46 phút
15/03/2022

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 ...

51 phút
01/03/2022

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 ...

48 phút

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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.

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