Author: Melissa Caffrey

What’s on the horizon for B2B marketing in 2025? In this episode, guest host Jamie Gier steps in for Drew Neisser to explore where top CMOs are placing their bets for the future. Joined by Charles Groome of Biz2Credit, Tom Bianchi of Acquia, and Josh Leatherman of Service Express, this conversation dives deep into the strategies, tools, and tactics poised to drive success in the coming year. 

In this episode:  

• Charles Groome shares his top three bets for 2025, including brand-led events, cross-channel marketing, and influencer strategies tailored to niche audiences. 

• Tom Bianchi reveals how Acquia is aligning new product launches with focused segmentation and ABM tactics to optimize marketing ROI. 

• Josh Leatherman explores how marketers can leverage AI to enhance analytics, drive predictability, and sharpen account-based sales and marketing strategies.

The group also explores the results from a 5-part poll series: 

• 40% of marketers expect budget increases in 2025. 

• Events are regaining their place as a top investment area, beating out online marketing. 

• Demand generation continues to dominate, with 51% prioritizing it over brand building. 

• Clarity and collaboration emerged as the most critical skills for marketing teams in 2025. 

• Owned content and SEO are expected to deliver the highest ROI next year. 

Tune in to hear how these marketing leaders are preparing for the challenges and opportunities of the year ahead—and take away actionable insights for your own 2025 planning. 

Attribution is one of the toughest challenges for modern marketers—how do you measure what truly drives revenue in a complex, multi-touch journey? In this episode, Drew Neisser sits down with Taran Nandha, Founder and CEO of Growth Natives and DiGGrowth, to unpack the intricacies of marketing attribution and analytics.

In this episode: 

• Taran identifies the top mistakes marketers make with attribution, from relying on vanity metrics to overlooking offline touchpoints. 

• He explains the importance of aligning people, processes, and tools to build an effective attribution system that delivers insights aligned with business objectives. 

• Learn how to move beyond first-touch and last-touch models by embracing multi-touch attribution and account-based analytics for a more complete picture of customer journeys.

You’ll also discover:

• How to connect and normalize data across platforms like CRMs, marketing automation tools, and ad channels. 

• Practical tips on using cohorts and journey mapping to track ROI for events and campaigns over time. 

• The role of AI in making sense of data and optimizing your marketing strategy.

Whether you’re new to attribution or looking to refine your approach, this episode is packed with actionable advice to help you prove the value of your marketing efforts and drive better business outcomes. 

What does it take to turn marketing into a true driver of business success? In this episode, Drew dives deep into this question with three expert CMOs—Shirley Macbeth of Forrester, Dan Lowden of Blackbird.ai, and Ali McCarthy of Amplify Your Voice Studio—who reveal how they keep marketing aligned with business objectives while pushing the boundaries of creativity and strategy. 

In this episode: 

• Shirley Macbeth explains how Forrester’s “Plan on a Page” framework keeps marketing focused on top business objectives and the importance of prioritization in achieving meaningful results. 

• Dan Lowden shares his proven “Marketing Playbook” that drives brand and revenue impact, detailing the role of compelling content in engaging target audiences and supporting sales. 

• Ali McCarthy discusses the importance of a clear growth plan to align marketing with financial goals and maintain focus across the entire team. 

You’ll also learn: 

• How to prioritize effectively in a resource-constrained environment 

• Ways to foster creativity within the structure of a strategic plan 

• The role of AI in scaling personalized content and enhancing team productivity 

Tune in to discover actionable insights on aligning marketing with business goals and making a measurable impact on revenue. 

What does it take to create B2B research that journalists can’t resist?

In this episode, Drew Neisser sits down with research experts Becky Lawlor of Redpoint Content and Curtis Sparrer of Bospar PR to reveal the secrets of crafting and pitching impactful studies that capture media attention. 

In this episode: 

• Becky Lawlor shares the top three mistakes to avoid in research design, emphasizing the importance of aligning with media trends, targeting the right audience, and writing effective survey questions. 

• Curtis Sparrer highlights how to create “killer stats” that drive media coverage, and explains why a successful study must tell a story that resonates beyond niche audiences. 

You’ll also learn: 

• Why it’s essential to conduct quality checks on survey audiences and design 

• How to adapt your findings for multiple uses, from PR to lead generation 

• Practical tips on “news-jacking” and tapping into timely topics for maximum impact 

Tune in to discover how to make your research stand out, earn top-tier coverage, and turn valuable insights into brand-boosting press.

What You’ll Learn 

• What B2B marketers get wrong about crafting research 

• What B2B marketers get wrong about pitching research studies 

• How to get your study picked up by journalists 

Most businesses profess to love their customers. However, only a few have figured out how to transform brand love into advocacy on a consistent and scalable basis. Enter this episode’s guests:

• Tejal Parekh, previously of Upside 
• Rebecca Stone of Cisco 
• Suzanne Reed of LBMC

In this insightful conversation, these three powerhouse CMOs share their unique approaches to turning satisfied customers into vocal advocates. They dive into the essential elements of building a successful customer advocacy program, from structuring advocacy within the organization to funding and measuring its success.  

Listen in as they explore the balance between short-term goals and long-term impact, and reveal real-world strategies to elevate customer voices. Whether you’re starting from scratch or looking to scale your advocacy efforts, this episode offers invaluable insights for B2B marketers committed to fostering genuine customer loyalty and influence. 

What You’ll Learn 

• Where customer advocacy should sit in the org 
• Marketing’s role in customer advocacy 
• How to show the business value of customer advocacy