Interesting B2B Marketers

Hosted by Steve Goldhaber

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Episodes

Latest episode

Apr 2024

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EN-US

About the show

Bringing you interesting contemporary takes, industry tips and tricks, guest interviews, and true stories from B2B marketers in the trenches.

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57 recent

April 30, 2024Episode 5727 min

Episode 57: Revitalizing Brands and Embracing Digital Transformation | Don Polite

In the latest episode of the Interesting B2B Marketers Podcast, Steve sits down with Don Polite, a brand transformation executive with vast experience across various industries. Don shares insights from key projects, including rejuvenating a global food company's coffee brand by leveraging consumer insights to appeal to new generations and leading a digital-first, omnichannel marketing strategy for a tech company in healthcare, significantly boosting efficiency, brand awareness, and customer engagement.The discussion further explores the intricate process of rebranding and integrating brands post-merger in a multi-industrial company, emphasizing the importance of customer-centric strategies and cross-functional collaboration. Highlighting the evolution of marketing, Don stresses intellectual curiosity, the embrace of failure as a learning opportunity, and the critical role of technology, particularly HubSpot, in achieving marketing and sales synergy.Closing with his take on marketing myopia as his biggest pet peeve, Don advocates for empathy and understanding from the customer's perspective. This episode not only showcases strategic brand transformation efforts but also offers valuable lessons on adapting to the dynamic B2B marketing landscape, making it a must-listen for marketers seeking to drive growth and innovation.Connect with Donald Polite and Steve Goldhaber on LinkedIn.

April 9, 2024Episode 5628 min

Episode 56: Transforming B2B Marketing with Deep Customer Insights and AI Innovation | Akash Pathak

In this episode of the Interesting B2B Marketers Podcast, Steve sits down with Akash Pathak, a trailblazer in growth and digital transformation with over two decades of experience. Akash shares riveting narratives from his career, particularly focusing on two transformative case studies. The first one dives into a healthcare firm's innovative approach to understanding B2B customer needs, leading to impactful marketing strategies and digital content development that significantly improved market presence. The second case study unveils how strategic data analysis and customer insights guided a company in optimizing its investment between digital and sales efforts, enhancing the synergy between sales and marketing teams.Throughout the conversation, Akash emphasizes the importance of customer-centricity, digital innovation, and the dynamic interplay between sales and marketing in driving business growth. His expertise illuminates the episode with insights on leveraging technology and data analytics to forge deeper connections with customers and tailor marketing strategies for maximum effectiveness. This episode is a treasure trove of wisdom for anyone interested in pushing the boundaries of B2B marketing and sales integration to achieve unparalleled success.Connect with Akash Pathak and Steve Goldhaber on LinkedIn.

February 8, 2024Episode 5530 min

Episode 55: Harnessing Thought Leadership and Navigating Post-Pandemic B2B Marketing | Anthony Kennada

On the latest episode of the Interesting B2B Marketers podcast, Steve sits down with Anthony, Co-Founder & CEO of his recent entrepreneurial venture, Audience Plus, which aims to empower businesses using editorial media and thought leadership to spur growth.They dive into the transformative power of thought leadership and content in shaping market categories. Anthony highlights the essence of a robust content strategy and the role of specialized teams in executing it. He cites impactful outcomes, from billion-dollar acquisitions to creating new, globally recognized job functions.Their conversation also navigates the nuances of hosting successful conferences in the post-pandemic era. Emphasizing event positioning, speaker selection, and innovative tactics for registrations, they discuss the allure of unique experiences and the impact of strategic venue selection.The episode gives a glimpse into Anthony's unexpected entry into marketing at Gainsight, stressing the importance of adaptability and mentorship. They end by discussing the evolving B2B marketing landscape post-pandemic, emphasizing the need for fresh strategies to stay relevant in this dynamic field.Connect with Anthony Kennada and Steve Goldhaber on LinkedIn.

October 19, 2023Episode 5440 min

Episode 54: Strategic Insights from B2B Marketing Veterans: Lessons from the Trenches | Julie Knight

In this episode of the Interesting B2B Marketers Podcast, Steve Goldhaber talks to Julie Knight, former CMO at Unit4 and a seasoned B2B marketing veteran. The conversation kicks off with an in-depth look at the challenges and intricacies of rebranding a mid-sized B2B software company. Julie underlines the importance of market research, stakeholder considerations, and internal alignment, while Steve points out the need for outside-the-box thinking and employee involvement in the rebranding process.The dialogue then transitions to ABM in the B2B sector. Julie offers a compelling case study to illustrate the necessity of a focused ABM approach that involves not just marketing but the entire go-to-market strategy. Both hosts agree on the critical role of cross-departmental collaboration among marketing, sales, and customer success teams to ensure effective B2B marketing outcomes.The episode concludes with Julie sharing her career journey, emphasizing her transition from an engineering background to a marketing role. Both Steve and Julie stress the modern CMO's dual responsibility: serving not only as a marketer but also as a strategic business driver. Julie’s parting words highlight the value of relationships in building a successful career in B2B marketing, leaving listeners with plenty to ponder. A must-listen for anyone in the B2B marketing field.Connect with Julie Knight and Steve Goldhaber on LinkedIn.

October 3, 2023Episode 5330 min

Episode 53: Unifying Digital Strategies: Insights from B2B Marketing Maven | Zoe Kazmierski

In the latest episode of the Interesting B2B Marketers podcast, Steve Goldhaber converses with Pegasystems' digital marketing strategist, Zoe Kazmierski. They delve into the pivotal role of integrating SEO and paid search teams, emphasizing the benefits of a consistent user search experience. Drawing from shared data, they highlight the potential for increased visibility, cost savings, and improved click-through rates.Shifting focus, the two experts discuss the essence of a data-driven approach in guiding buyer decisions. Zoe elaborates on how you can leverage varied data sources, like search data and win-loss interviews, to address buyer needs and stand out in a competitive market.Lastly, personal narratives unfold as Zoe recounts her transition from publishing to marketing, emphasizing team alignment in today's digital realm. Steve underscores the importance of effective messaging and the challenges businesses encounter in establishing clear priorities.Connect with Zoe Kazmierski and Steve Goldhaber on LinkedIn.

September 28, 2023Episode 5241 min

Episode 52: From Lemonade Stands to Tech Titans: Timeless Marketing Insights | Jeff Swystun

In the latest episode of the Interesting B2B Marketers podcast, Steve sits down with Jeff Swystun, a seasoned marketing consultant with experience ranging from global brands to startups. The two engage in a multifaceted conversation that covers various challenges and strategies in modern marketing, including a case study on a global social network and another on a tech company looking to enhance its thought leadership. Jeff also shares insights from his work with service businesses that are "invisible," emphasizing the importance of dynamic "go-to-market" plans. The conversation takes a nostalgic turn as Jeff reflects on lessons from his early days running a beach restaurant, highlighting the value of understanding customer needs and focusing on foundational aspects of business. The episode rounds out with a spirited discussion on the love-hate relationship both have with modern marketing, from its endless potential for creativity and impact to its pitfalls, such as over-reliance on technology. Steve and Jeff advocate for hands-on learning and share the timeless value of foundational principles in marketing, drawing parallels between lemonade stands and complex tech sales.Connect with Jeff Swystun and Steve Goldhaber on LinkedIn.

September 26, 2023Episode 5143 min

Episode 51: Branding, Gamification, and the Art of Effective Communication | Christian Klepp

In this episode, Steve Goldhaber sits down with Christian Klepp, the co-founder and director of EINBLICK Consulting, to delve into the intricate world of B2B marketing. They kick off the conversation with the complexities of branding in joint ventures, emphasizing the challenges and importance of merging different corporate cultures.The episode also explores a successful case study where gamification was used to engage engineers, resulting in high engagement and lead generation. Another highlight is the turnaround story of a global adhesives company that revamped its internal communications strategy, achieving improved readership and engagement.Both seasoned marketers share personal anecdotes from their careers, discussing highs and lows, including the importance of aligning on objectives and being open to external feedback. Christian offers valuable advice for emerging marketers, cautioning against the pitfalls of being a people-pleaser.Whether you're new to the field or a seasoned marketer, this episode is packed with insights and practical tips that are not to be missed.Connect with Christian Klepp and Steve Goldhaber on LinkedIn.

September 5, 2023Episode 5031 min

Episode 50: Marriage of Creativity & Audience Psychology in Marketing | Vanessa Hartung

In this episode of the Interesting B2B Marketers podcast, Steve Goldhaber is joined by Vanessa Hartung. Vanessa is a seasoned content marketer who has spent her career mastering the intricacies of B2B SaaS marketing.During this conversation, Steve and Vanessa delve into:The creation and strategic value of owned communities for customer engagement and insight collectionThe journey from rented to owned social channels, including strategies, challenges, and outcomesLessons from a range of marketing case studies, including a failed brand awareness campaign and a successful website rebrandVanessa's entry into the marketing field and her unique approach of marrying creativity with a deep understanding of audience psychologyStrategies for gaining deep insights into customers' minds, like leveraging sales call recordings and in-person eventsVanessa's invaluable career lessons, such as the importance of visible work tracking and the power of confidently sharing expert opinionsConnect with Vanessa Hartung and Steve Goldhaber on LinkedIn to continue the conversation and gain further insights.

August 31, 2023Episode 4946 min

Episode 49: Brand Transformation, Growth & Marketing Paradigms: A Deep Dive | Van Diamandakis

In the latest episode of the Interesting B2B Marketers podcast, Steve Goldhaber sits down with Vyond's Chief Commercial Officer, Van Diamandakis, to delve into a rich tapestry of experiences spanning his multifaceted career.Their conversation covers intriguing case studies including a large telecommunications company's $1.6 billion venture into the computer business, the challenges and triumphs of brand congruence, and a smaller company's impressive growth from $25 million to $400 million in the LAN optimization field. They also examine the complex transformation within a global $3 billion company, exploring the process of aligning various business units, overhauling disparate products, and unifying the brand over three years.The episode then shifts to a reflective journey through different eras of marketing and advertising, focusing on the transformative power of creativity. Starting from Van's early days in advertising, they discuss shifts in marketing paradigms, including the Dell dude campaign, and the challenges and rewards of balancing product-centric advertising with compelling storytelling. They share insightful anecdotes and lessons from working with industry titans, illustrating the evolution of marketing and brand strategy.Connect with Van Diamandakis and Steve Goldhaber on LinkedIn.

August 29, 2023Episode 4826 min

Episode 48: Transforming Businesses: Community to Member-Led Model | Mark Kilens

Steve Goldhaber welcomes Mark Kilens, an accomplished marketer boasting over 15 years of industry experience, to this episode of the Interesting B2B Marketers podcast. With an impressive career spanning organizations like HubSpot, Drift, and Airmeet, Mark's insights are grounded in extensive practical experience.In this episode, the duo delves into several riveting topics:The transformation process of businesses from a community-led model to a member-led model.The creation of a new category in a saturated B2B marketplace.Candid insights from Mark's time at HubSpot, focusing on its unique workplace culture.An exploration of future trends in inbound marketing.Strategic ways for B2B marketers to stand out in their field.The importance of adopting a CEO's mindset for successful marketing.Tune into this engaging conversation on Apple, Spotify, and the 26 Characters website.Stay connected with Mark Kilens and Steve Goldhaber by following them on LinkedIn.