Leadspace Radio

Leadspace Radio header image 1

First Steps to Building a Successful B2B Content Marketing Plan

00:0000:00

Coming from Salesforce where he was the Senior Director of Content and Engagement, Dave is a seasoned expert in the content marketing and social media spaces. He's also the co-author of The Executive’s Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business.​ He joined Leadspace a few weeks ago with the goal of building an inbound marketing machine. In this podcast he walks through exactly how he's going to do it. 


He'll cover topics like:
  • How to build helpful content that drives real pipeline
  • How to create content even if you don't have a team of writers
  • How small marketing teams can still make a big impact 

Why is harnessing the power of advocates so important today?

00:0000:00
Building a brand new category isn't easy – but Influitive's Jim Williams makes it seem easy. Eloqua's former Director of Product Marketing helps us realize why we need Influitive's Advocate Marketing.

Highlights included:

Yeah, it's a great question. I mean the first thing you want to do is identify who we are advocates are and I think most marketers can identify what I would call their super advocates. It's like depending on the size of your organization, it might be the top two, three, 4% of your customers that you always know you can count on for help, is the people you go to when an analyst wants to talk to a customer, you are writing a press release, you want to do a case study etc. Those are your super advocates; they already kind of step forward.

Some of the questions host, Steve Gershik asked were:

  1. Influitive and Advocate Marketing ….tell us more. Why is harnessing the power of advocates so important today?
  2. What's changed in marketing in the last few years that has made B2B a little more exciting?
  3. What is a day in the life of a VP of Marketing at a hot start-up like? What are your biggest challenges?
  4. How do you build an effective marketing strategy for something so new and different? Building a new market isn't easy, is it?
  5. Do you believe in taking risks as a marketer? Does the start-up mentality foster that?
  6. You were an integral part of a very successful marketing team at Eloqua – what best practices did you learn while part of that team? What made the Eloqua marketing team unique?


After the break:

  1. What's the secret to building a great marketing organization? Do you hire for skills? Passion? What makes a team successful?
  2. What's the best way to become a better marketer?
  3. Where does content marketing play a role in your marketing strategy?
  4. Let's talk about data. Leadspace provides social demand generation solutions –helping to provide real-time lead data for organizations. How important is accurate data for marketing?

Advocate Marketing: What is is and how you can get it.

00:0000:00

Building a brand new category isn’t easy – but Influitive’s Jim Williams makes it seem easy. Eloqua’s former Director of Product Marketing helps us realize why we need Influitive’s Advocate Marketing.

Here's a nutshell of what advocacy marketing includes, and you can decide if you need it or want it:
Capture the best leads
Cultivate product reviews
Secure perfect references
Instant product feedback
Share content with conviction and build buzz

Jim Williams is the VP of Marketing for Influitive. Williams is a strategic thinker and marketer who drives tangible results/ROI for startup and early stage software companies. Prior to Influitive, Williams lead product marketing and demand generation at Eloqua.

Some of the questions host, Steve Gershik asked were:

1. Influitive and Advocate Marketing ….tell us more. Why is harnessing the power of advocates so important today?

2. What’s changed in marketing in the last few years that has made B2B a little more exciting?

3. What is a day in the life of a VP of Marketing at a hot start-up like? What are your biggest challenges?

4. How do you build an effective marketing strategy for something so new and different? Building a new market isn’t easy, is it?

5. Do you believe in taking risks as a marketer? Does the start-up mentality foster that?

6. You were an integral part of a very successful marketing team at Eloqua – what best practices did you learn while part of that team? What made the Eloqua marketing team unique?

After the break:

7. What’s the secret to building a great marketing organization? Do you hire for skills? Passion? What makes a team successful?

8. What’s the best way to become a better marketer?

9. Where does content marketing play a role in your marketing strategy?

10. Let’s talk about data. Leadspace provides social demand generation solutions –helping to provide real-time lead data for organizations. How important is accurate data for marketing?

Lead Generation for the Ever-complex Sale

00:0000:00
640X480-leadspaceradio-episode7-brian-ca

Brian Carroll is Executive Director of Applied Research at MECLABS and CEO of InTouch, part of the MECLABS Group. Author of the popular book, Lead Generation for the Complex Sale (McGraw-Hill), Carroll is a leading expert in lead generation and he's profiled and regularly quoted in numerous publications. Brian also speaks to 20,000 people a year on improving sales effectiveness and lead generation strategies. He’s been profiled and regularly quoted in numerous publications such as BtoB Magazine, Selling Power, The Wall Street Journal, Entrepreneur, Target Marketing, Inc. magazine, Marketing News, DM News, MarketingProfs, MarketingSherpa, Software CEO and CMO Magazine.

Maximize Inside Sales: tips to drive more revenue

00:0000:00
Trish Bertuzzi started The Bridge Group to help B2B technology companies build world-class Inside Sales teams. Since 1998, Bertuzzi has helped over 200 companies build, expand and optimize Inside Sales - building pipeline, generating revenue and redefining the image of our profession. Trish has more awards and nominations than we can possibly list throughout her tenure as a B2B marketing strategist. Learn more about The Bridge Group and Trish here.

Content Generation is about two things: Channels and Content

00:0000:00
640X480-leadspaceradio-pergolino2.jpg


Maria Pergolino is back with Steve Gershik to continue their conversation about creative solutions to building your marketing team, carrying through initiatives, and sometimes spending time NOT marketing to get your initiatives through with more support.

She covered content marketing - what it is and what it is misunderstood to be. 
You'll hear about her success stories at Marketo, how she stays current on what is available and the change from being a marketing director into the vice president role and how that has changed her approach.

Lead Generation and the Ever-Complex Sale

00:0000:00

If you’ve ever read Lead Generation for the Complex Sale (and who hasn’t) you can’t miss Brian Carroll on Leadspace Radio. He’s one of the best, really.


Brian Carroll is Executive Director of Applied Research at MECLABS and CEO of InTouch, part of the MECLABS Group. Author of the popular book, Lead Generation for the Complex Sale (McGraw-Hill), Carroll is a leading expert in lead generation and he's profiled and regularly quoted in numerous publications. Brian also speaks to 20,000 people a year on improving sales effectiveness and lead generation strategies. He’s been profiled and regularly quoted in numerous publications such as BtoB Magazine, Selling Power, The Wall Street Journal, Entrepreneur, Target Marketing, Inc. magazine, Marketing News, DM News, MarketingProfs, MarketingSherpa, Software CEO and CMO Magazine.