Sales Pipeline Radio

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What B2B Marketing and Hall & Oates Have in Common

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This week's show is called "What B2B Marketing and Hall & Oates Have in Common?" and our guest is Bryan Smith, Senior Marketing Manager at Tennant Company.

Bryan has an interesting dichotomy where he is running advanced B2B marketing at a 150 year old manufacturing company. We talk a little bit about that juxtaposition and how he has been able to make that work.

I also ask what the sales team needs for providing engagement and relationship building and if there are separate sales plays we need to put together that can be marketing supported to still help the sales team engage the field.  He shares if that is purely digital or going to expand beyond digital.  

What I do know for sure is that going into 2021, I think with the continued uncertainty, we're going to have to get really focused. And I think as we're planning for next year, we're looking at doing fewer things better, and really trying to focus on the parts of our business that are the most... First of all, the most lucrative, and then also the most differentiating in where marketing can make the most difference.

I also ask what have been some of the successful key components of his journey.  I guarantee we have listeners who are frustrated at the lack of progress between sales and marketing. Bryan shares some things he thinks have been particularly useful... This and a LOT MORE. 

Listen now and/or read the full transcript on the Heinz Marketing blog starting Mon. 10/26/20 at 6am PST. 

 

Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Part User Conference, Part Woodstock. Would it Work Online?

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This week's show is called "Part User Conference, Part Woodstock. Would it Work Online?" and our guest is Christina Mautz, CMO at Moz

We talk about lessons learned, plans for next year, implications for planning 2021 events, how MozCon went this year (going completely virtual), and a lot more.

I think what we're going to keep from this year's experience is definitely to focus on what is most meaningful to our community, which is superior content.

Christina shares with candor and openness about making the pivot Moz did--what worked, the things they found important, and shared implications for next year.

We also took a quick pivot into culture.  For MozCon and for Moz customers, maintaining a community and really actively fostering a culture of diversity and openness and creativity within that culture is important. Christina shares some of the keys they've found to helping manage and maintain that culture and connectedness of employees when all of a sudden everyone was dispersed full-time working from home.

What we really did was just stay true to our culture.

We have culture principles called TAGFEE. It's an acronym. Transparency, Accountability, Generosity, Fun, Empathy, and Expertise.

Listen in now and/or read the full transcript on the Heinz Marketing Blog starting Mon. 10/19/20 at 6am PST.  

To learn more go to moz.com. Be sure to do a search on their blog for MozCon. You will also find links about the videos mentioned in the show and a ton of free content and training all about SEO and more.

Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Is Outbound the New Normal? How Prospecting has Changed in 2020

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This week's show is called "Is Outbound the New Normal? How Prospecting has Changed in 2020" and our guest is Eric Quanstrom, CMO at CIENCE Technologies

We talk all about outbound and how to make outbound work.

We first talk about why outbound is still working and then differentiate between good outbound and all the bad outbound that we still see. 

I think that number one, outbound works because it's taking a very specific targeted approach to having a vendor solution provider services based company that wants to land a specific logo or specific logos going forward. And then backfills with all of the motions necessary to create sales opportunities for themselves with that targeted group. And that's really the secret sauce if you will.

This AND A LOT MORE.  Listen in now and/or read the full transcript on the Heinz Marketing Blog starting Mon. 10/12/20 at 6am PST.  

Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Multichannel Marketing Best Practices and Success Stories

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This week's show is called "Multichannel Marketing Best Practices and Success Stories" and our guest is Nick Runyon, CMO at PFL.

Ryan and I are talking about tactile marketing, talking about building relationships and the value of still leaning in on a non-digital world when we can.

Nick says of PFL "... we are a marketing technology company. We have a SAS solution that coordinates tactile marketing, direct mail, dimensional mail with your digital marketing efforts. So, we integrate with your CRM or marketing automation platform to have a true multi-channel experience by that coordination, the orchestration of the physical and the digital. And, we leverage a long history of printing expertise in order to have that entire vertical integration operating at peak capacity for all of our customers."

What we've seen is what you would expect that the warmer the contact, the more relationship that you have there, the more impactful it is. And the more quickly you can connect with a prospect and carry that conversation forward, what we've seen is what you would expect-- the warmer the contact, the more relationship you have, the more impactful it is. And the more quickly you can connect with a prospect and carry that conversation forward.

This and a lot more!  Listen in now and/or read the full transcript on the Heinz Marketing blog starting Monday, 10/05/20 at 6am PST.    

Listen to full recordings of past shows everywhere you listen to podcasts! Spotify,  iTunesBlubrry, Google Play, iHeartRADIO, Stitcher and now on Amazon music.  

Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Actions Sales Leaders Need to Take in a Recession

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This week's show is called "Actions Sales Leaders Need to Take in a Recession" and I'm joined by Steven Benson, CEO of Badger Maps.

We've all been faced with headwinds this year in terms of shifting demand, shifting way people sell, opportunity and challenges. I ask Steven about the advice he has given to the outside world and how much of that have he had to apply to his own business. 

Steven talks about the importance of changing your messaging to better fit with the world and the mindset customers and prospects are in, in a down economy versus a good one.  Specifically, helping companies to do more with less. And then, showing prospects exactly how much in terms of dollars, you'll be able to help them do more with less.

It could be less money, manpower, resources, whatever. We went through this exercise ourselves. It's a good example, but when times are good, the sales team and the marketing team at Badger, their messages is, "Hey, we're going to... We'll help you sell 20% more with your field sales team". And we shifted that messaging to, with Badger Maps, your outside sales team can generate the same revenue, even though your team is 20% smaller. And there's a huge difference in these two things, even though it's basically saying the same thing we're going to help you do better, but then one of these messages resonates way more with prospects in a down economy than the other.

This and A LOT MORE!  Listen in now and/or read the full transcript on the Heinz Marketing blog starting Mon. 9/28 at 6am PST.  

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Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena

Creating a Predictable Pipeline with Special Guest, Cheri Keith

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This week's show is entitled"Creating a Predictable Pipeline with Special Guest, Cheri Keith" Cheri Keith is Head of Strategy for ON24.

I think a lot about making sure, even though I'm no longer in an operational marketing leadership role inside a company, I maintain that edge. I have to make sure I still understand what operational marketers are going through, what the current issues are. I ask Cheri what where her best practices doing that as an analyst and what are some of her best practices for staying sharp.

 

The best practice for me was really just listening as much as humanly possible ... Ask for feedback really early on. People think you have all the answers, but you won't, so you may as well just go in very early and as part of a research process, whether you're creating a technology report or something that's more model and framework based and say, "I'd love your feedback on this." .

And there's lots more all about creating predictable pipeline!  Listen in now or read the full transcript on the Heinz Marketing blog starting Mon. 9/21/20 at 6am PST.  

Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Wanna Be CMO of a B2B Travel Company Right Now?  Here’s How One is Pivoting and Winning

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This week's show is called "Wanna Be CMO of a B2B Travel Company Right Now?  Here’s How One is Pivoting and Winning" and her name is Wendy White, VP of Global Marketing at Egencia.

As a marketing leader, not only in travel, but in B2B travel, this has been an interesting year. I ask Wendy to share a little bit about what it was like mid-March as the you-know-what started hitting the fan and what that was like internally for her.  

As business leaders, we're going to have to figure out how to lead through this. I ask Wendy how she helped the team learn how to lead the customer, lead prospects, really be a voice of leadership and thought leadership to help figure out how to get through this together.  

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How Design Thinking Can Help You Sell More

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This week's show, "How Design Thinking Can Help You Sell More" features Ashley Welch, Co-Founder of Somersault Innovation.

Ashley starts us out describing her business and tells us what design thinking means as it relates to effective sales teams.

Somersault Innovation is a sales enablement firm who has pioneered bringing the tools, techniques, and mindsets from the world of design thinking into the sales environment to help sellers at all levels in the sales organization, and really stay customer centric, stay co-creative with their customers and then accelerate the deal cycle.

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Best Practices for Managing the B2B Prospect Exeperience

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Don't miss this one.  We pack a lot of great information into a short amount of time!  Listen in now or read the transcript on the Heinz Marketing blog starting Monday, 8/24/20 at 6am PST. 

Sales Pipeline Radio is sponsored and produced by Heinz Marketing on the Funnel Radio Channel.  I interview the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to Sheena.

Successful Event Pivots: Best Practices and Lessons from Will Curran

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This week's episode is entitled "Successful Event Pivots: Best Practices and Lessons from Will Curran"  Will is the Founder and Chief Event Einstein at Endless Events.

We talk about what it's looked like the last few months as he's worked with clients to create engaging events online. Will has so much energy and enthusiasm.  I ask him how much of that is a key part of the recipe for success.
"...you have to do start with really good content. You can't just come in and say like, "Oh, we'll just create a high energy experience," and not have this thought-provoking, good content, good ideas and things like that as well."

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