B2B Nation is a podcast from TechnologyAdvice that shares expert opinions and advice for B2B marketing professionals. Listen along as Director of Custom Content Mike Pastore sits down with entrepreneurs, CEOs, and thought leaders to learn about the complex avenues available to B2B marketers.
How Remote Work Changes the Way We Market Cybersecurity
In this episode of B2B Nation, we talk to Christopher Bray, a cybersecurity sales and marketing veteran with experience working for some of the best-known brands in the security market. Today, Christopher is Chief Revenue Officer at Aura, a consumer cybersecurity vendor that changed its message once the pandemic further blurred the lines between home and office.
Aura’s leadership found an opportunity in the remote and hybrid work environment to take its B2C cybersecurity solution into the B2B market. And rather than re-engineer its solution for enterprise users, Aura made the decision to approach corporate human resources teams about making Aura available as an employee benefit. Through this approach, organizations could help protect their employees in their online consumer lives, while simultaneously protecting the business that now runs through their home networks and devices.
2:47: How Aura developed a customer-first approach to marketing cybersecurity.
6:44: Remote work and the home office changes cybersecurity marketing.
9:00: How Aura took a B2C security product to the B2B market.
10:02: What does the B2B sales process look like at Aura?
12:00: What do you think we’ll be talking about one year from now?
15:50: What is Christopher’s favorite tool?
Does Your Sales Enablement Match the Modern B2B Experience?
In this episode of B2B Nation, we’re talking to Jon Carlson, Sr. Marketing Director at Allego, which makes a sales enablement platform that helps sales reps learn and access resources at the right place, at the right time. Our discussion covers the evolution of the sales enablement function and its tools, what to look for in a sales enablement leader, how Allego markets its solution, and more.
3:01: When should an organization think about dedicated resources for sales enablement?
6:00: What is driving the broadening of the sales enablement function and its tools?
8:59: How does the blending of the marketing and sales functions change sales enablement?
14:43: What should B2B vendors look for in a sales enablement leader?
19:05: What messages are resonating with Allego’s customers and prospects?
24:24: What is Jon’s favorite tool?
How to Train and Develop Your B2B Go To Market Team
In this episode of B2B Nation, our guest Paul Fifield estimates that half of the world’s companies are in the B2B space, and that the Go To Market teams in many of those organizations are essentially learning on the job. B2B sales and marketing, Paul explains, simply move too fast for traditional higher education to keep pace.
As co-founder and CEO of Sales Impact Academy, an online learning platform dedicated to training and developing Go To Market teams, Paul is on a mission to develop the skills necessary for Go To Market roles and rethink corporate training more broadly.
How to Develop a Customer-Centric Marketing Mentality
With more tools available to help capture the voice of the customer, and more data on customer behaviors available than ever before, it’s never been easier to understand the challenges and goals of B2B customers. So what is preventing some B2B firms from thinking more like their buyers?
In this episode of B2B Nation, we talk to Erik Newton, vice president of Milestone Inc., about why the customer-centric mentality is proving such a challenge for B2B firms. We also discuss why competitor obsession tends to overrule customer obsession in B2B, and whether the line between marketing and sales is blurring as a result of the modern customer journey.
1:36: Why is thinking like a buyer such a challenge for many marketing organizations?
2:45: Are marketers that focus on inbound marketing more customer-centric?
3:57: Listening is central to thinking like a buyer.
5:14: Customer obsessions vs. competitor obsession.
8:19: Ideal customers vs. solving ideal problems for your customers.
11:21: Does the reliance on attributes like job titles leave opportunities on the table?
12:47: Is the line between marketing and sales starting to blur?
17:40: Thoughts on the state of B2B content.
25:50: What is Erik’s favorite tool?
Can Hybrid and Virtual Models Improve the B2B Event Experience?
Ike Singh Kehal and his team at Social27 spent much of 2019 re-thinking online events and virtual experiences. A few months later, with the global pandemic shutting down in-person events of all sizes, Social27 found itself flooded by inbound inquiries from marketers and event professionals looking to make a pivot to virtual experiences. Even Ike, Social27’s CEO, found himself giving demos for more than 12 hours straight on some days.
In this episode of B2B Nation we talk to Ike about marketing in a world where suddenly your product is in very high demand, about how marketers and event planners need to consider personalization instead of massive events, and whether or not online event fatigue is just an excuse for low-quality content.
2:10: How did the increase in demand for event platforms change the way Social27 markets its platform?
6:56: The shift from quick fixes to long-term, strategic thinking in the events space.
10:19: How hybrid and virtual events can improve the B2B event experience
15:17: Is personalization the key to improving the B2B event experience?
20:14: Convincing attendees that new event models will work for them.
24:25: Helping event teams champion a new model for events internally.
27:10: The challenges of disrupting the traditional event model.
29:54: What is Ike’s favorite tool?
B2B Paid Media Strategy Tips for 2021
For B2B organizations, determining the right targeting, messaging, and channel for their marketing often requires a great deal of research and testing. And that’s true whether you’re working with paid or organic media.
In this episode of B2B Nation we’re talking to Naira Perez, who runs Springhill Digital, a boutique agency that manages paid social and search channels for its clients. According to Naira, paid social and search face many of the same challenges as other B2B marketing channels. They struggle to reach audiences in a sea of messages. They tend to be more effective for branding than for converting sales. And perhaps unique to paid social, the audience moves from platform to platform when it grows bored.
2:01: What are the strengths and misconceptions around the paid social channel?
4:14: How paid social performance has changed in the past three years (and why).
6:43: What are the strengths and misconceptions around paid search?
8:34: What are the common mistakes marketers make with their paid social and search?
13:14: How do you align paid media with demand gen and other marketing efforts?
16:24: How does the current state of social media, “big tech” and regulation affect marketers?
21:19: How do marketers keep up with the transient nature of social media users?
27:00: What is the one tool Naira cannot work without?
Learned a lot
Light but informative with great topics.
Insightful and engaging!
It's clear that Mike puts extraordinary effort into connecting his listeners with engaging and actionable content across the board. No matter the subject, you’re guaranteed to gain something from every episode - can’t recommend B2B Nation enough. 🙌
The ultimate podcast for B2B marketers
Absolutely love B2B Nation! It truly is the podcast for B2B marketers by B2B marketers. This podcast is a must for any marketer in the B2B space. There are so many takeaways from every single episode. The host, Mike, always knows what questions to ask the guests and keeps us listeners engaged the whole time. This podcast also has a great theme song. Looking forward to hearing new episodes!