Category: Show Notes

How do B2B leaders successfully navigate brand transformations? In this episode, Drew Neisser explores the art and science of rebranding with three exceptional marketers—Joy Neely, Heather Salerno, and Will Meier. From reclaiming past equity to aligning brands with new business goals, this conversation reveals the key strategies behind effective brand evolution.

In this episode:

• Joy Neely shares the bold move to bring Medvantx back to its roots, the challenges of reintroducing an old name, and how she balanced sales and marketing priorities to support a successful rebrand. 

• Heather Salerno explains how Appcast’s rebrand evolved from a refresh to a strategic overhaul, aligning the company’s identity with its rapid growth and new offerings. 

• Will Meier discusses building a family of brands at FM, the decision-making process behind a house-of-brands approach, and the challenges of maintaining premium positioning across diverse markets.

You’ll also learn:

• How to involve employees in the rebranding process and ensure alignment across teams. 

• Metrics and KPIs to track brand health and measure rebrand success. 

• Tips for overcoming resistance and fostering organizational buy-in.

Whether you’re embarking on a rebrand, refreshing your identity, or simply curious about what makes brand transformations succeed, this episode is packed with actionable insights for B2B marketers.  

What does it mean to have a strategy? In this episode, Drew Neisser hosts Alex M. H. Smith, author of No Bullsht Strategy*, for a candid discussion on stripping away the jargon and getting to the heart of what makes a business thrive. Together, they dive into what it means to build a strategy that defines not just what your business does—but what makes it the only one of its kind. 

In this episode, Alex M. H. Smith explains:

• Why “only” is better than “best” when crafting a competitive strategy. 

• The pitfalls of focusing solely on communication while neglecting the operational and strategic foundations of the business. 

• The difference between strategy and positioning 

• How to align your strategy with true customer value, ensuring it resonates in the market while setting you apart from the competition. 

• How to identify the mistakes in your previous thinking to craft a strategy that truly moves the needle.

Whether you’re building a strategy from scratch or rethinking your current approach, this episode offers invaluable insights into creating a clear, actionable plan that delivers unique value to the market.  

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