31 episodes

Join us in the fascinating world of B2B marketing as we explore the central role that marketing automation, lead management and artificial intelligence (AI) play in personalizing and building trust with prospects. Learn about powerful tools in your marketing arsenal to drive valuable conversations and build lasting relationships. Learn how to generate real demand for your products through a new form of B2B marketing and systematically qualify purchase intent without annoying sales emails.

B2B Marketing Automators Marc Gasser, Valentin Binnendijk

    • Business

Join us in the fascinating world of B2B marketing as we explore the central role that marketing automation, lead management and artificial intelligence (AI) play in personalizing and building trust with prospects. Learn about powerful tools in your marketing arsenal to drive valuable conversations and build lasting relationships. Learn how to generate real demand for your products through a new form of B2B marketing and systematically qualify purchase intent without annoying sales emails.

    S3E10: Exclusive Workshops: Mastering Demand Capture

    S3E10: Exclusive Workshops: Mastering Demand Capture

    In this episode, the hosts discuss the concept of demand capturing and how it differs from demand generation. They highlight the challenges of capturing demand and the need for a strategy that is not too pushy or salesy. The hosts then introduce exclusive workshops as a middle stage between webinars and demos, explaining the benefits of positioning oneself as an industry expert and generating high-quality leads. They also provide insights into structuring an exclusive workshop and emphasize the importance of follow-up and engagement.

    Takeaways
    - Demand capturing is the process of finding and capturing the demand of interested prospects who are not yet ready for a demo.
    - Exclusive workshops are a valuable strategy for engaging with potential clients, positioning oneself as an industry expert, and generating high-quality leads.
    - Structuring an exclusive workshop involves inviting a small group of participants, providing relevant and specific content, and facilitating interactive discussions.
    - Follow-up and engagement after the workshop are crucial for converting prospects into customers.

    Chapters
    00:00 Introduction to Demand Capturing
    01:01 Challenges in Demand Capturing
    04:12 Structuring an Exclusive Workshop
    06:06 Follow-up and Engagement



    WATCH: https://youtu.be/z6DzZpeNvr0



    READ THE BLOG ARTICLE: https://www.cotide.com/en/blog/exclusive-workshops-mastering-demand-capture


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    • 6 min
    S3E9: From Broad Lists to Buying Signals: How AI Offers More for Less

    S3E9: From Broad Lists to Buying Signals: How AI Offers More for Less

    In this episode, Valentin, Marc & Virginie discuss buying signals in B2B marketing and how to find and use them efficiently. They explain that buying signals are indicators that a potential customer is interested in purchasing a product or service. The hosts emphasize the importance of understanding the specific buying signals for each company and product. They also highlight the challenges of finding and analyzing buying signals manually and introduce new technologies that can automate the process. The episode concludes with a discussion on the benefits of using buying signal data to personalize emails at scale.

    Takeaways:

    - Buying signals are indicators that a potential customer is interested in purchasing a product or service.

    - Understanding the specific buying signals for each company and product is crucial for effective marketing.

    - Automated tools and technologies can help efficiently find and analyze buying signals.

    - Using buying signal data allows for personalized marketing and sales efforts at scale.



    Read the blog article on that topic: https://www.cotide.com/en/blog/from-broad-lists-to-buying-signals-how-ai-offers-more-for-less

    Watch on Youtube: https://youtu.be/eP4xh4jsfy4



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    • 9 min
    S3E8: How to Master Benchmarks for B2B Lead Generation

    S3E8: How to Master Benchmarks for B2B Lead Generation

    In this episode, the hosts discuss the growing popularity of benchmarks for B2B lead generation. They explain that benchmarks provide unique and actionable insights that help businesses differentiate themselves and position as experts in their industry. The conversation then delves into the birth of benchmarks and how they can be used for lead generation. The hosts also interview Janine Tricoire from Peakora who shares her experience with launching a benchmark called the Scaling Readiness Check. They discuss the goals and purpose of the benchmark and the steps involved in publishing the report. The episode concludes with a discussion on the do's and don'ts of launching a benchmark and an introduction to Cotide benchmarking solution.



    Takeaways


    Benchmarks are becoming more popular in B2B lead generation as businesses seek unique and actionable insights to differentiate themselves.
    Benchmarks can position businesses as experts in their industry and help them set new trends.
    Launching a benchmark requires careful planning and preparation, including defining goals, developing questionnaires, and determining promotion channels.
    Nurturing leads and providing personalized follow-ups are crucial for successful benchmark campaigns.



    Chapters

    00:00 Introduction

    00:57 The Scaling Readiness Check Benchmark

    03:48 Steps to Publish a Benchmark Report

    05:49 Challenges and Benefits of Launching a Benchmark

    07:24 Do's of Launching a Benchmark

    12:19 Don'ts of Launching a Benchmark

    15:15 Conclusion and Introduction to Cotide's Benchmarking Solution



    Watch on Youtube: https://youtu.be/1R3p2EEcJgc



    Read the blog article: https://www.cotide.com/en/blog/how-to-master-benchmarks-for-b2b-lead-generation


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    • 16 min
    S3E7: How to Find Message-Market-Fit Through Iteration

    S3E7: How to Find Message-Market-Fit Through Iteration

    In this episode, we discuss the importance of iteration in B2B marketing and how it can lead to success. We emphasize the need to quickly try out new experiments, features, and sales pitches to find product market fit and message market fit. We share their process of fast iteration, which involves trying out multiple experiments within a short period of time and learning from the results. They also highlight the importance of testing and iterating to find what resonates with the target audience and stand out in a crowded market. Finally, we discuss the challenge of achieving message market fit and the need for concise and compelling messaging.



    **Takeaways**

    Iterating quickly and trying out new experiments is crucial for finding product market fit and message market fit in B2B marketing.

    A process of fast iteration allows for trying out multiple experiments within a short period of time and learning from the results.

    Testing and iterating is necessary to find what resonates with the target audience and stand out in a crowded market.

    Developing a testing mindset and adopting a culture of iteration is essential for success in B2B marketing.



    **Chapters**

    00:00 The Importance of Iteration in B2B Marketing

    02:30 The Process of Fast Iteration

    06:59 Testing and Iterating for Relevance

    09:12 Developing a Testing Mindset








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    • 9 min
    S3E6: The Hyper-Personalization Edge in B2B Growth Strategies

    S3E6: The Hyper-Personalization Edge in B2B Growth Strategies

    In this episode, the hosts discuss hyper personalization in B2B marketing. They explain that hyper personalization is the digital equivalent of a personalized relationship, where data is collected and used to deliver relevant and valuable messages. The hosts also highlight the practical use cases for hyper personalization and the steps involved in achieving it.



    Takeaways



    Hyper personalization in B2B marketing involves using data to deliver relevant and valuable messages to leads.

    Practical use cases for hyper personalization include sending unique and personalized messages, nurturing leads based on their context, and avoiding mass spammy outreach.

    The three steps to achieve hyper personalization are contact research and enrichment, learning and categorizing conversations, and identifying ready-to-buy leads.

    Hyper personalization improves the customer experience, increases conversion rates, and provides a competitive advantage in the market.



    Chapters



    00:00 Introduction to Hyper Personalization

    01:40 Understanding Hyper Personalization

    03:01 Practical Use Cases for Hyper Personalization

    04:18 Step 1: Contact Research and Enrichment

    05:32 Step 2: Learning and Categorizing Conversations

    08:21 Step 3: Identifying Ready-to-Buy Leads

    09:30 The Impact of Hyper Personalization



    WATCH ON YOUTUBE: https://youtu.be/i1MI6evlZLA


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    • 10 min
    S3E5: How to Set Up a Lead Scoring System that Works

    S3E5: How to Set Up a Lead Scoring System that Works

    In this episode, the hosts discuss the challenges of setting up a lead scoring system and identifying the right timing to shorten the sales cycle. They explore traditional lead scoring methods and the limitations they face. The conversation then delves into the concept of predictive lead scoring and its potential benefits and drawbacks. The hosts emphasize the power of asking the intent question to gain valuable insights from leads. They also highlight the importance of non-sales outreach and the value of continuing value-driven conversations with leads. Finally, they suggest combining different lead scoring mechanisms for optimal results.



    BLOG ARTICLE: https://www.cotide.com/en/blog/how-to-set-up-a-lead-scoring-system-that-works



    YOUTUBE VIDEO: https://youtu.be/6ZjEodBeyB0



    Takeaways

    Setting up a lead scoring system requires careful consideration of the challenges and limitations involved.

    Predictive lead scoring can offer potential benefits but may require a significant amount of data and investment.

    Asking the intent question is a powerful tool for identifying leads who are ready to buy.

    Non-sales outreach and value-driven conversations are crucial for nurturing leads who are not yet ready to buy.



    Chapters

    1. Introduction: Setting up a Lead Scoring System

    2. The Challenge of Lead Scoring

    3. The Limitations of Traditional Lead Scoring

    4. Exploring Predictive Lead Scoring

    5. The Issues with Predictive Lead Scoring

    6. The Power of Asking the Intent Question

    7. The Importance of Non-Sales Outreach

    8. Combining Lead Scoring Mechanisms

    9. Conclusion: Asking More and Better Questions




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    • 8 min

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