The B2B Roundtable

<p>Customers care more about the values of the companies they buy than ever before.</p> <p>It’s more than your purpose. It’s more than what you sell.</p> <p>They want to know what kind of company you are and what do you...

<h2>About this episode</h2> <p>Why does so much marketing stink?</p> <p>Michael Brenner has a direct answer: “Most of the marketing that we do that stinks and doesn’t work is because some executive with a big ego asked...

<h2>About this episode</h2> <p>Has our devotion to work and hustle become the UnAmerican Dream?</p> <p>Some of the hardest-working people I know are in sales, marketing, consulting, and entrepreneurship. We often hear...

<h2>About this episode</h2> <p>Sales and marketing alignment is not really about sales and marketing.</p> <p>It is about the customer.</p> <p>Today’s buyers are in control. They do not experience your company as a...

<h2>About this episode</h2> <p>Do you routinely look for ways to bring more innovation into demand generation? Or do you feel like your marketing approach is falling behind?</p> <p>A lot of marketers talk about...

<h2>About this episode</h2> <p>Most B2B buyers do not want to wait.</p> <p>They come to your website with questions, context, and intent. But too many B2B companies still force them through forms, delayed follow-up, and...

<h2>About this episode</h2> <p>B2B lead generation has had to reinvent itself over the last decade.</p> <p>Sales teams have always taken an account-based view. They think in terms of target accounts, buying committees...

<h2>About this episode</h2> <p>B2B teams have more channels, more tools, and more “signals” than ever.</p> <p>And buyers are tuning them out harder than ever.</p> <p>Not because buyers hate marketing.</p> <p>Because...

<h2>About this episode</h2> <p>Growth for B2B companies is hard.</p> <p>It used to be that you could accelerate growth mainly through customer acquisition. Ramp up sales. Ramp up marketing. Fill the funnel. Close more...

<h2>About this episode</h2> <p>Are you applying empathy as part of your sales and marketing approach?</p> <p>Why? Because according to Brent Adamson, empathy may be the one word that matters most to sales and marketing...

<h2>About this episode</h2> <p>CEOs and sales leaders have long wondered: how can we drive organic growth and increase sales from existing customers?</p> <p>But for many B2B companies, that growth is elusive.</p> <p>The...

<h2>About this episode</h2> <p>Sales enablement is supposed to help sellers perform better. But too often, it becomes another silo.</p> <p>Another function. Another internal process. Another team competing for...

<h2>About this episode</h2> <p>What if your happiest customers are your most powerful hidden sales force?</p> <p>Mark Organ puts it simply: “The future belongs to companies who do a better job of discovering, nurturing...

<h2>About this episode</h2> <p>Do you focus on product stories or customer-hero stories?</p> <p>Mike Bosworth has a simple way to frame the difference: “People love to buy, and they hate to feel sold.”</p> <p>That line...

<h2>About this episode</h2> <p>When was the last time you looked at the quality and accuracy of your B2B persona data?</p> <p>Mathew Sweezey has a blunt way to frame the problem: “The only measure that we have of the...