Social audio has become very popular recently with the advent of Clubhouse. According to Edison Research 15% of social media users 18+ say they have used Clubhouse. Podcasting is a form of social audio. And, it continues to grow as a content channel. According to Edison Research’s Share of Ear study, which began tracking audio consumption in 2014, …

B2B influencer marketing is not the same as it is in B2C, where you have celebrities like top athletes and Hollywood actors endorse a brand and post on Instagram about it. B2B marketing leaders can leverage industry influencers in their marketing efforts with a solid plan. That is the topic of conversation with my guest in this episode of the Moder…

Most CMOs favor external communications (demand generation, content marketing, etc.) over internal communications. Why? Because these external activities seem to create more measurable ROI. However, with the modern workforce internal communications are now more important than ever to motivate and activate people within the organization to be a chan…

How would you plan the marketing strategy for a new brand? What are some factors that marketing leaders should take into consideration when rolling out a new product? That is the topic of conversation of this episode of the Modern Marketing Engine podcast, with my guest Armen Najarian. Armen is the CMO at RSA Fraud & Risk Intelligence, which is par…

How do you formulate an Account-Based Marketing (ABM) strategy? How do you decide which accounts to target? And what is the role of analytics in ABM planning? That is the topic of this episode of the Modern Marketing Engine podcast with my guest, Chris Rack, President at PureB2B. PureB2B leverages a database of B2B decision-makers in combination wi…

B2B buyers have changed dramatically, especially during COVID. Consider these three recent trends, for example: B2B buyers are looking critically at any opportunity that comes to them, whether it comes from marketing content or from a sales conversation. B2B buyers are giving less access to sales people and traditional conversations. In fact, 83% o…

Marketing professionals need to have a strong grip on data. These uncertain times have inspired marketers to rely less on qualitative insights and more on data-driven insights. This is what my guest realized during 2020. Paul Cowan, CMO at FreshBooks, joins me in this episode of the Modern Marketing Engine podcast to talk about why they are doublin…

The pandemic hit just about every industry hard and many companies are still trying to recover. That’s why stories of B2B companies helping out others around them are so encouraging. And I’m excited to bring you one such story in this episode of the Modern Marketing Engine podcast. My guest is Kathie Johnson, CMO at Talkdesk, a cloud-based contact …

What is the future of buying and selling? How do marketing and sales approach digital native decision-makers? That is the topic of this episode of the Modern Marketing Engine with my guest, Dave Boyce. Dave is the Chief Strategy Officer, XANT, where he divides his time between corporate development, corporate strategy, and operational strategy. He …

This is a different, but very special, episode of the Modern Marketing Engine podcast. My guest is Hang Black, VP, Revenue Enablement, Juniper Networks and I invited her to talk about her new book, Embrace Your Edge: Pave Your Own Path as an Immigrant Woman in the Workplace. This book has the potential to be life-changing for some. Hang says the id…

What drives the success of a sales team today? Knowing how to engage the digitally savvy modern buyer. And modern buyers need modern sellers. While digital marketing is a mature ecosystem with proven processes and practices, digital selling is still evolving. Many sales organizations were reluctant to implement a digital sales transformation until …

The year 2020 has brought a lot of pain and confusion due to the pandemic, but also many opportunities for companies to show compassion and generosity. And that willingness to help others can sometimes reap rewards in the marketplace. That’s exactly the story my guest in this episode of the Modern Marketing Engine, Adriel Sanchez, CMO at Newsela sh…

Sales messaging is a vital part of a sales reps’ daily work. It’s how they engage with prospects and it can make a big difference in their results. While the perfect sales message will connect and engage the buyer (eventually leading to a sale), a weak sales message will just be ignored, or worse, will damage the reputation of your company. In this…

In recent history, there have been three important events that have led marketing teams to shift their focus and embrace digital marketing transformation. The first event was 9/11 in 2001 and how fear and uncertainty gripped the U.S. (and others) which hindered planned marketing activities including travel and events where thousands of people congr…

What is the most effective way to attract and retain customers if you sell to consumers through distributors? According to Paul Ackah-Sanzah, it’s an Omnichannel marketing strategy. Paul is VP of Marketing at Phantom Screens and a 20-year marketing veteran. Paul has an impressive career journey at Phantom Screens, starting out as their retail sales…

A unified marketing and sales funnel is the solution to better prospecting in any organization. In this episode of the Modern Marketing Engine podcast, my guest, A. Lee Judge, Global Digital Marketing Director at Hexagon GeoSystems, discusses his approach to digital marketing and how it is contributing to sales prospecting with a focus on quantifia…

In 2020 with in-person conferences being redirected to online events, marketers are looking for alternative ways to continue to grow their demand generation efforts and ensure that they can drive quality leads into the sales funnel. One of those ways is gift marketing. Marketing teams are allocating budgets and efforts toward gifting, as opposed to…

Podcasts are becoming more popular each day (there are more than a million podcasts and more than 30 million episodes available). So it’s not surprising that marketers are deciding to create a B2B podcast as a strategy to reach their buyers. But how do you start a B2B podcast and how do you make it work? That is the topic on this episode of the Mod…

Subscribe to Modern Marketing Engine on your app of choice. The year 2020 has seen many marketing events cancelled, postponed or gone virtual due to COVID-19. And Content Marketing World, the largest event for content marketers held in person each fall is going 100% virtual as well. My guest on this episode of the Modern Marketing Engine is Cathy M…

Subscribe to Modern Marketing Engine on your app of choice. There’s a powerful analogy used to describe the difference between an outbound and an inbound marketing strategy: an outbound strategy is like chasing or hunting for leads, while an inbound strategy is like attracting or luring leads to you. And although both marketing strategies have thei…

Subscribe to Modern Marketing Engine on your app of choice. Companies must have a strategic plan to grow and expand, especially in challenging times like the current pandemic, where market dynamics have shifted and priorities have shifted. Most B2B companies use traditional market reports to guide their strategic decisions, but they are not enough.…

Subscribe to Modern Marketing Engine on your app of choice. Marketing and sales plans conceived in early 2020 are either no longer relevant or no longer work, so B2B sales teams have had to change how they sell (and sometimes even WHAT they sell) to adapt to the new environment of the COVID world. In this episode of the Modern Marketing Engine, I t…

Subscribe to Modern Marketing Engine on your app of choice. Innovative business models bring interesting challenges for marketers. When your company fills a previously unrecognized void, your target audience won’t probably know you exist or recognize that they need you. What marketing strategy can you use if your target audience doesn’t recognize y…

Subscribe to Modern Marketing Engine on your app of choice. Growth marketing is what drives pipeline and increases sales in the long run. The correlation is undisputed. During a time of social and financial disruption like the current COVID-19 pandemic, growth marketing can be perceived by some as insensitive and opportunistic. What is the modern m…

Subscribe to Modern Marketing Engine on your app of choice. Every team of marketers needs to drive marketing results that matter, and as my guest on this episode says, “I’ve never heard a marketing team say, ‘We’ve got all the budget we need!’ “ That’s especially true for small teams. On this episode, David Buffaloe, CMO of Vertical IQ shares the s…

Subscribe to Modern Marketing Engine on your app of choice. With the changes happening in the business world due to the Coronavirus crisis, many marketing leaders are learning that managing a remote team of marketers is not a simple matter. Since the entire Vengreso team is remote- now known as “WFH” (work from home) - I wanted to offer help for th…

Subscribe to Modern Marketing Engine on your app of choice. Growth marketing is about increasing pipeline so the sales organization can be more successful, faster. My guest on this episode of the podcast approaches growth marketing through hyper-personalization. What is that? Imagine yourself driving down the highway and two billboards appear along…

Subscribe to Modern Marketing Engine on your app of choice Who is best equipped to carry out an effective Sales Enablement Strategy? Sales? Marketing? Maybe another department? Bernie’s guest on this episode of Modern Marketing Engine is Genefa Murphy PhD, SVP and CMO at Micro Focus, one of the world’s largest digital transformation solutions provi…

Subscribe to Modern Marketing Engine on your app of choice. The Unique DNA Of This Global Brand Sykes is a leading provider of customer engagement services with a rich, 40 year history serving global and emerging brands. One demonstration of how Sykes is uniquely different than many long-lived brands is the story of how Ian Barkin came to be part o…

Subscribe to Modern Marketing Engine on your app of choice. Events have been a notoriously difficult marketing channel to measure when it comes to adding qualified leads to the sales pipeline. Much of that difficulty has been due to the limits of the technology marketers have used for years, but there are also shortfalls that have happened in the r…

Subscribe to Modern Marketing Engine on your app of choice If you haven’t heard of AI sales assistants, chances are you may have interacted with one and didn’t even know it. That’s especially true if you’ve purchased or leased a car in the last few years and made your contact with the dealership by digital means. Automotive dealerships are becoming…

Subscribe to Modern Marketing Engine on your app of choice When it comes to creating and successfully implementing an International business expansion strategy, there are numerous variables that must be addressed. Wouldn’t it be great to have a seasoned International expansion advisor on your team? On this episode, Bernie speaks with an executive w…

Subscribe to Modern Marketing Engine on your app of choice. Long term profits are like the constant heart-beat that keeps successful businesses running. Bernie’s guest on this episode has co-written an excellent new book that explains how neuroscience and the human connection can position your business for long term profitability through the creati…

Subscribe to Modern Marketing Engine on your app of choice In a global marketing campaign, is it possible to focus on Brand Messaging and Demand Generation at the same time? The team at Nutanix has pulled it off incredibly well in their 2018 “Freedom” campaign and now in their new 2019/2020 “All Together Now” campaign, which launche in October 2019…

Subscribe to Modern Marketing Engine on your app of choice How does a company with a premium offering, but little or no brand recognition, market to a universe of buyers who assume that solution providers are all pretty much the same? It’s not easy or simple, but thankfully there are companies out there demonstrating there are ways to to build bran…

Subscribe to Modern Marketing Engine on your app of choice Whether or not marketers should use the approach of gated content is a hotly-debated question. Should content be entirely free, or are there valid cases for gating content to ensure lead capture for your sales funnel? Bernie’s guest on this episode is James Kessinger, CMO of Hushly. James h…

Subscribe to Modern Marketing Engine on your app of choice On this episode of Modern Marketing Engine, you’ll hear from Kelly Bousman, Senior Vice President of Global Marketing for AVI-SPL about the powerful role a Customer Advisory Board can play in your business. Kelly says that a Customer Advisory Board is one of the most direct and effective wa…

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Marketing leaders across the globe have a challenging job - to help their marketing teams remain aligned with company goals and contribute to bottom-line results. It’s a tall order and one that is becoming increasingly more complex as technology saturates e…

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts One of the hot, hot topics these days in the sales and marketing arena is sales enablement. To clarify the issues and highlight the importance of enablement for every sales organization, Bernie invited Jake Braly, Vice President of Global Marketing at Highs…

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts B2B marketing and sales have always been close cousins, but Bernie’s guest on this episode of Modern Marketing Engine says that the advent of Account Based Marketing has made them even closer than that - and he says that when they get together as part of th…

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Today’s consumer is digitally connected across multiple devices. When interacting with a brand, the consumer expects personalized communication that speaks directly to them. Bernie’s guest on this episode discusses how to bridge marketing, sales, and servic…

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts The path to leadership in marketing can be a daunting one for women. Bernie’s guest on this episode is Tricia Sacchetti, VP of Worldwide Marketing for Learning Tree International, a leader in the IT training industry. Tricia shares the story of her journey …

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Understanding how customer conversations drive sales is a requirement in today’s data conscious business climate. With changes in technology happening daily, keeping up with what is and is not working in sales conversations is a must. Listen in as Bernie ch…

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts In his 27 years of marketing experience, Steven Handmaker has seen the industry evolve tremendously. Over the years, marketing has become equal parts creative and data science melded together, connecting the dots to help increase sales. Steven has been on t…

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Bernie and his guests have discussed using AI assistant technology for increased marketing efficiency several times on the show and each time in a slightly different way. Bernie’s guest today is Kevin Colosimo, Senior Director, Digital Strategy and Innovati…

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Companies have used marketing automation software since the 1990s when the internet became widely accepted for business use. The focus of the first two stages of sales and marketing transformation was on automation and integration of the two departments in …

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Vengreso recently published an original report titled The State of Digital Selling with LinkedIn in 2019. We surveyed 862 B2B sales reps across five industries: professional services, technology, manufacturing, healthcare, and financial services to assess t…

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts B2B marketing teams strive to derive actionable insights from the vast amounts of data they collect to generate viable sales opportunities through buyer intent signals. They must have a strong definition of their ideal customer profiles (ICP), their target …

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts The marketing and sales teams in fast-growing technology companies must be aligned to produce measurable results. Conversica is a fast-growing tech company with a leadership team dedicated to marketing and sales being tightly aligned. Learn what it takes to…

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts A marketing executive’s go to market strategy depends on whether their company is in an established category — going after market share gains — or if they are in a new category that requires awareness building for the category itself. Utpal Bhatt is the SVP…