11 Minutes with Octane11: a B2B Marketing Mini-Podcast

Hosted by Dan Rosenberg & Stephany Shelton

Business Marketing

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Jun 2025

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About the show

Do B2B marketers have time to listen to long podcasts? No way!! That's why the team at Octane11 created "11 Minutes with Octane11: a B2B Marketing Mini-Podcast" - to share real insights and actionable tips from real B2B marketing experts. B2B marketers are busy and "11 Minutes with Octane11" can help you save time and deliver more impact...especially if you listen to this podcast on high speed :)

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21 recent

June 10, 2025Episode 2126 min

Episode 21: Andy Groller (Dragon360) on Navigating Paid Media and Getting Real About B2B Measurement

In this episode of "11 Minutes with Octane11" hosts Dan Rosenberg and Stephany Lang sit down with Andy Groller, President and CEO of Dragon 360. They delve into the complexities of B2B marketing, including the importance of benchmarking, integrating paid media, utilizing AI in workflows and marketing, and bridging communication gaps between sales and marketing teams to drive success. 00:33 Focus on ABM Reporting 01:48 Misleading Industry Benchmarks 03:33 Common Pitfalls in Paid Media 07:19 Evaluating Individual Channels 11:06 Role of AI in Marketing 16:13 Aligning Sales and Marketing 20:28 Building an Effective B2B Strategy 23:41 Conclusion and Key Takeaways

April 30, 2025Episode 2016 min

Episode 20: Christie Johansen-Pinney (DEPT®, The Marketing Practice) on Key Metrics Across the Campaign Lifecycle

In this episode of '11 Minutes with Octane11', co-hosts Dan Rosenberg and Stephany Lang dive into the complexities of B2B marketing measurement with guest Christie Johansen-Pinney. They discuss the challenges of long sales cycles, multi-faceted attribution, and the disconnect between marketing and sales teams. Tune in for insights on improving data alignment, account-based insights, and effective measurement strategies to enhance your B2B marketing efforts. 00:33 Focus on ABM Reporting 01:38 Welcome Christie Johansen-Pinney 01:46 Complexity of B2B Measurement 04:05 Tools and Techniques 09:22 Evaluating Channel Performance 14:08 Advice for B2B Marketers 15:11 Conclusion and Wrap-Up

March 20, 2025Episode 1914 min

Episode 19: Lynn Tornabene (Anteriad, Oracle, Google) on ABM Measurement and Picking Your Metrics

In this episode of '11 minutes with Octane11' Dan Rosenberg and Stephany Lang delve into the complexities of ABM reporting with guest Lynn Tornabene, CMO of Anteriad. They discuss measurement challenges in B2B marketing, Lynn's insights from her career, and practical strategies for integrating and optimizing marketing data. The episode touches on technology, metrics, and an anecdote about a company with a dashboard featuring 50 metrics and how this overabundance of data can obscure a clear understanding of the customer journey and investment effectiveness. 01:32 Guest Introduction: Lynn Tornabene 02:07 Anteriad's Unique Approach 03:59 Measuring Success in B2B Marketing 05:06 Insights on Marketing Lift 05:51 Challenges in Data Integration 08:39 Lynn's Experience at Oracle 10:35 Key KPIs for B2B Marketing 12:09 Magic Wand for Improving Marketing

February 6, 2025Episode 1818 min

Episode 18: Paul Knegten (Outbrain, Comcast, Beeswax) on Keeping it Simple and Being More Hands-On

In this episode of '11 Minutes with Octane11,' hosts Dan Rosenberg and Stephany Lang discuss the challenges of B2B marketing measurement and ABM reporting with Paul Knegten, a veteran CMO. They explore why B2B measurement is more complicated than it should be and the importance of personalized, non-automated approaches in effective marketing strategies. This episode offers concrete insights and real-world examples from Paul's extensive experience. 00:33 Season Focus: ABM Reporting 01:24 Guest Introduction: Paul Knegten 02:02 Challenges in B2B Marketing 02:35 Comparing B2B and B2C Marketing 03:38 Simplifying Marketing Processes 04:50 The Role of Data in Marketing 08:14 Critique of Marketing Automation 14:16 Personalized Marketing Strategies 16:58 Conclusion and Future Episodes

October 30, 2024Episode 1715 min

Episode 17: Sanjay Vasdev (LinkedIn, Facebook, MSFT, Conversant) on ROI, Personalization & Measurement Maturity

In this episode of '11 minutes with Octane11,' hosts Dan Rosenberg and Stephany Lang talk with LinkedIn’s Sanjay Vasudev, a digital advertising and marketing expert with over 20 years of experience. They discuss challenges and solutions in B2B marketing, the role of data-driven approaches and AI in targeting, sales and marketing alignment, as well as Octane11’s recent LinkedIn integration. Sanjay also shares a recent personal win and LinkedIn’s Measurement Maturity Index. 00:32 Guest Introduction: Sanjay Vasudev 01:39 Sanjay's Career Journey 03:56 Challenges in B2B Marketing 07:05 Top Tips and Tools for ABM 11:26 Personal Insights and Wins 12:24 LinkedIn’s Measurement Maturity Index 14:21 Conclusion and Key Takeaways

October 2, 2024Episode 1612 min

Episode 16: Emilie Lee (Just Global, AXM fka MediaMatters, OMD) on Deploying AI, B2B Measurement & the Power of Roadmaps

In this 16th episode of '11 Minutes with Octane11,' Dan Rosenberg and Stephany Lang sit down with Emilie Lee, a B2B analytics expert from Just Global. Emilie shares her journey, insights on B2B marketing challenges, AI's impact, and her passion for fighting Alzheimer's. Tune in for strategies on brand building, overcoming industry norms, and the importance of comprehensive roadmaps. 00:31 Guest Introduction: Emily Lee 00:56 Emily's Career Journey 01:46 AI Implementation at JustGlobal 02:16 Challenges in B2B Marketing 03:28 Effective Tools and Tactics 05:09 Common Mistakes in B2B Marketing 06:36 Wish for a B2B Marketing Tool 07:34 Recent Wins and Personal Passions 08:59 Frameworks for Decision Making 11:17 Conclusion and Key Takeaways Related Links: - Just Global https://justglobal.com/ - Alzheimer's Association (Illinois Chapter) https://www.alz.org/illinois - Donate to Emilie’s Walk to End Alzheimer’s: https://act.alz.org/site/TR/Walk2024/IL-Illinois?px=12219811&pg=personal&fr_id=17588

August 21, 2024Episode 1516 min

Episode 15: Jeremy Kagan (Textbook Ventures, Columbia/NYU/Cornell Prof, Pricing Engine) on Content, AI & IRL

In this episode hosts Dan Rosenberg and Stephanie Lang chat with Jeremy Kagan, digital marketing expert and adjunct professor at Columbia Business School. Kagan discusses cutting through the noise in B2B marketing, the role of AI, price transparency, and more. Tune in for actionable insights and real-life examples on innovative B2B marketing strategies. 00:31 Guest Introduction: Jeremy Kagan 00:53 Jeremy's Journey and Current Work 02:44 Biggest Challenges in B2B Marketing 03:19 Cutting Through the Noise 04:06 Innovative Tools and Campaigns 05:48 Common Mistakes in B2B Marketing 06:52 Wishes for B2B Marketing Tools 09:30 Recent Wins and Personal Highlights 11:14 Frameworks and Mindsets for Success 13:32 Podcast Recap and Closing Remarks Related Links > Textbook Ventures: https://www.textbook.vc/ > GOCharlie.ai: marketing, social media and e-commerce focused generative AI ( https://gocharlie.ai/ ) > Branchlab: cookieless ID for CTV health care advertisers ( https://branchlab.com/ ) > SWYM.ai: Stop Wasting Your Money - AI for media bidding and buying ( https://www.swym.ai/ ) > Textbook: Digital Marketing: Strategy & Tactics - 3rd Edition ( https://wessexlearning.com/products/digital-marketing-strategy-tactics-jeremy-kagan-3rd-ed ) > The IIHS Safe Vehicles for Teens Buying Guide: https://www.iihs.org/ratings/safe-vehicles-for-teens > NYC Founder First VC Awards: https://www.forumvc.com/blog-posts/list-of-the-top-nyc-founder-first-investors

July 2, 2024Episode 1413 min

Episode 14: Brandon Rhoten (GroundTruth, Wendy’s, Potbelly, Merkle) on Starting with the Big Idea

In this episode hosts Dan Rosenberg and TJ Perrin talk with Brandon Rhoten, CMO at GroundTruth. Rhoten shares his journey across B2B and B2C marketing, the biggest challenges in the B2B space, and effective campaigns, tools, and strategies. They dive into the importance of creative impact, integrating marketing tools, and making decisions driven by core problems and keeping sight of the big idea. 00:32 Guest Introduction: Brandon Rhoten 01:01 Brandon's Journey in Marketing 02:13 Challenges in B2B Marketing 03:00 Successful Campaigns and Tools 04:28 Common Mistakes in B2B Marketing 06:34 Some Wins in Marketing and Life 08:09 Effective Frameworks and Processes 11:09 Recap and Closing Remarks

June 6, 2024Episode 1310 min

Episode 13: Terrence Richardson (Derivative Path, CME Group, HSBC) on AI Tools and Value Props First

In this episode hosts Dan Rosenberg and Nika Sokolova interview Terrence Richardson, Head of Marketing at Derivative Path. They discuss the unique challenges of B2B marketing, particularly in the finance and fintech sectors, and explore effective tools, strategies, and frameworks such as advanced measurement, AI, and the 3 Cs framework. 00:31 Guest Introduction: Terrence Richardson 01:01 Terrence's Background in B2B Marketing 01:51 Biggest Challenges in B2B Marketing 02:46 Effective Tools and Tactics 04:32 Common Mistakes in B2B Marketing 06:37 Recent Wins and Success Stories 07:40 Frameworks for Decision Making 09:27 Conclusion and Key Takeaways

May 15, 2024Episode 1212 min

Episode 12: Hannah Budreski (Nasuni) and Jessica Fernandez (Rapid7) Live from The Imaginarium Summit

In this episode, Dan kicks off Season 2 of the podcast with excerpts from an interview with B2B marketing experts Hannah Budreski and Jessica Fernandez at the Imaginarium Summit. They discuss challenges in B2B marketing, leveraging events, sponsorships, and more in just 11 minutes. 00:10 Welcome to Season 2: Insights and Reflections 00:41 Season 1 Recap: Guests and Themes 02:07 Kicking Off Season 2 with Insights from the Imaginarium Summit 02:54 Deep Dive: Leveraging Events and Sponsorships in B2B 04:30 Challenges and Strategies in B2B Marketing 09:09 The Future of Events in B2B Marketing 11:14 Wishing for the Perfect B2B Marketing Tool 12:21 Wrapping Up: Quick Insights in 11 Minutes