B2B Nation is a podcast from TechnologyAdvice that shares expert opinions and advice for B2B marketing professionals. Listen along as TA's Demand Gen Director, Mike Pastore, sits down with entrepreneurs, CEOs, and B2B marketing thought leaders to to understand their challenges and talk about what's working for their organization.
📻 Siste episoder av B2B Nation
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What’s Working for B2B SaaS Challenger Brands? (00:30:18)
Operating in a space dominated by large, well-known brands poses a challenge for companies in any sector. In the SaaS software market – and in CRM in particular – the challenge can seem monumental.
Cl...
The Roles of Business and IT in Today’s Buying Process (00:16:47)
The biggest change in the purchasing process for business technology over the past decade is the role of business users. IT no longer makes all of the decisions about technology. Instead, it’s the bus...
Long-Term vs. Short-Term Strategies in B2B Marketing (00:32:39)
Audience marketing is essentially the practice of building an audience of prospective buyers for your product or service that you inform and educate until such time as they’re ready to buy.
Sounds pr...
The Original PLG: Marketing to Software Developers (00:14:52)
More than 15 years after it happened, you can still find videos online of Microsoft’s Steve Ballmer chanting “Developers! Developers!” more than a dozen times at a Windows conference in 2006.
You can...
How B2B Marketers Can Accelerate the Buyers’ Journey (00:18:33)
How many times, B2B marketers, have you sat on a pipeline call reviewing open opportunities and heard someone comment on how long an opp has been open and what can be done to move it along? Quite a fe...
How to Approach Innovation in B2B Marketing (00:15:39)
Because we live in a world surrounded by technology, we often equate innovation with devices and software. But innovation is about taking a different approach to just about anything. If you can make s...
How Economic Conditions Help You Rethink Your Marketing (00:25:09)
Resource constraints are hitting B2B marketers hard. The teams are often smaller than they were two years ago. The tools are fewer. But the goals are often headed in the other direction.
Many market...
Why Don’t We Treat Talent Acquisition More Like Customer Acquisition? (00:22:44)
The modern marketing and sales organization often integrates several platforms to deliver a comprehensive view of prospects and customers.
But when it comes to recruiting talent, the systems are oft...
How to Market AI Outside the Tech Sector (00:16:59)
Businesses in the technology sector understand the benefits of artificial intelligence (AI) better than most. But the full scope of AI’s potential lies beyond tech, in industries that have been slower...
There’s More to Generative AI Than Content Creation (00:17:24)
ChatGPT and other generative AI tools that create content are capturing a lot of attention. But content is only one application of generative AI. It can generate just about anything in terms of data.
...
Your 2023 Guide to Media Buying and Planning (00:23:17)
There are some things about the art and science of media buying that haven’t changed much in recent years. But other elements of media buying are in a constant state of flux. Social media is one examp...
How the Proptech Market is Changing the Real Estate Sector (00:14:48)
Location, location, location. That’s the age-old advice given to real estate investors. And like the age-old advice given to many areas of life and business, today it’s often tweaked just a bit. Locat...
How to Market to Finance Roles During Economic Uncertainty (00:18:40)
The pressure is on finance teams to better control spending and account for every dollar spent. And that probably doesn’t sound like a great time to be pitching new software to finance roles. But if t...
How to Put Your Product at the Center of Your Revenue Organization (00:24:51)
An increasing number of B2B revenue organizations are aligned around their product and customer lifecycle. Marketing generates awareness, sales closes deals with customers, and customer success is tas...
Why You Need Brand to Support Demand in B2B Marketing (00:31:08)
Branding might be the most undervalued aspect of B2B marketing. Just take a look at any list of the dominant brands in the world, and you might see a B2B brand or two, but branding remains synonymous ...
How Business Users Change the Game of B2B Marketing (00:35:05)
Twenty years ago, software vendors that wanted to sell into an enterprise organization would target the tech team and its leadership. They could develop and distribute whitepapers and product guides, ...
Why B2B Brands Need to Embrace Emotion and Education (00:15:54)
One of the challenges B2B marketers face today is the perception that their brand is boring. As a new generation of B2B buyers takes control of the market, many of the tried and true – but potentially...
How AI Can Improve Revenue Processes and Results (00:35:01)
A surprising number of the daily activities that take place on revenue teams remain manual. Sellers still create reminders to follow up with prospects or customers. Data is manually entered into CRM a...
A Martech Entrepreneur Shares His Journey (00:28:35)
Some people encounter a problem at work with no obvious solution and find a workaround. Others see roadblocks as part of their job or the task at hand and learn to deal with them. And for other people...
What’s Working in B2B Cybersecurity Marketing? (00:40:07)
Every business needs to think about cybersecurity. As a result, there’s a huge market for the growing number of vendors selling the tools and platforms that help keep businesses, their users, and thei...
What’s Working for Companies Marketing AI Solutions? (00:21:18)
An increasing number of technology vendors are making artificial intelligence (AI) central to their products and their messaging. For B2B marketers that like to talk about ROI and value, AI presents a...
How to Win at B2B Social Media (00:23:11)
B2B marketers that want to put their brand where the conversations are taking place need to understand how to use social media. That might sound obvious given the dominance of social media today acros...
What’s the State of Measurement and Attribution in Paid Media Today? (00:22:13)
The great promise of digital advertising was the ability to measure performance and optimize programs. And unlike traditional forms of media, marketers using digital ads would have detailed visibility...
Where Does ABM Go from Here? (00:18:56)
Account-based marketing is such an integral part of the strategy for so many B2B marketing teams that it is hard to understand how marketing worked before ABM burst onto the scene.
The early promises ...
The Rise of ‘Product’ as an Engine for Growth (00:21:14)
Product-led growth is a go-to-market strategy that relies on your organization’s products to acquire and retain customers. With the demand for digital products and experiences at an all-time high, it’...
