Category: Show Notes

As the world of influencer marketing has evolved, so has Traackr, an influencer marketing platform that’s been around since before Instagram and TikTok. In the early days, the brand was all about answering: What is influencer marketing and why should you care? Now, they’re hyper-focused on enabling word-of-mouth marketing at scale for their customers.

How? Via interactive, data-driven content. In this episode, Traackr CMO Evy Lyons shares how the marketing team transformed their State of Influence report into an interactive app, creating an experience that prospects and customers couldn’t ignore.

She describes the development as a “hack”—a hack that has become a vertical marketing tool with a 40%-win rate, that is. No wonder, too, as one survey found that CMOs who invest in interactive content are 72% more likely to meet or exceed their sales and marketing targets.

Tune into this episode to learn more about what it takes to develop a B2B marketing strategy that proves business value, enables sales, and engages audiences all in one.

What you’ll learn:

• How Traackr is making marketing more human
• The business value of interactive, data-driven content
• Why marketers should be thinking like product managers

For many B2B companies, the sales process is broken yet the solution is remarkably simple. It’s time to treat buyers as collaboration partners instead of targets. Time to approach selling as something you do with a prospect rather than to them. Time to make selling more human and more effective in a world where more qualified leads is not resulting in higher win rates.

Simple, right? But not easy. As laid out in Sales expert Andy Paul’s new book Sell Without Selling Out, it takes true courage to transform the current playbook, but those bold enough to take the leap will see shorter decision cycles and higher win rates, any B2B organization’s dream.

In this episode, Andy shares how marketers are uniquely poised to enable sales teams through insights into buyer behavior—introducing a new way of selling that ditches “salesy” to make way for connection, curiosity, understanding, and generosity. Don’t miss it!

What You’ll Learn in This Episode

• The problem with B2B selling today
• How marketing can improve the buyer experience (and increase win rates)
• How CMOs can build trust with their CRO

Are startup CMOs gluttons for punishment? The CMO role is tough enough these days, but strap on high expectations, limited resources, and the pressure of a low life expectancy for startups, and you’ve got yourself a real challenge.  

For CMOs Allyson Havener of TrustRadius and Ajay Khanna of Explorium, startup is a way of life. They don’t see their roles as punishment; instead, they see an exciting opportunity to build something great in a fast-paced environment, with a close-knit team of others who are like family. Tune in to this fascinating episode to hear how both CMOs navigate their roles, standing up the marketing function while building a team and a brand with an eye towards long-term success. 

What You’ll Learn in This Episode

• What’s so exciting about being a startup CMO
• How to create a strong employee culture at a startup
• How to market effectively with a limited budget

If you’ve ever wondered how much a CMO can do in a year to change the trajectory of a company, this is the episode for you. Enter Kady Srinivasan, who has kicked things up a notch at Klaviyo, a marketing automation platform dedicated to helping its customers discover a new, more effective way to grow their business. 

Grow their business how, exactly? By flipping the funnel on its head, focusing on the bottom first, which has resulted in something like 65x higher ROI for Klaviyo customers. In this episode, Kady shares how the brand developed this new positioning, using it as a centerpiece to unite employees, customers, and prospects alike. Tune in to learn how they made their refreshed brand come to life in a myriad of ways, as well as how Klaviyo measures marketing, and more.

What You’ll Learn in This Episode

• How Klaviyo refreshed its brand strategy
• How Klaviyo brought its new brand to market
• Kady’s 5 key marketing metrics 

For a locked room labeled “Marketing Spend,” the CFO holds the keys. And they aren’t going to be quick to hand them over, either. This all-important alliance depends on the CMO’s fluency in CFO-speak, AKA how $1 into marketing will equal more $$$ out. Luckily, it’s not too hard a language to pick up. 

In this episode, we’re airing three Q&As with three CFOs who laid out their formulas for a great CMO/CFO alliance during a recent CMO Huddles Super Huddle (a bi-annual mega-huddle exclusively for our community of B2B CMOs). Tune in for some wonderful insights from Chris Andersen of Acquia, Nicole Anasenes of Ansys, and John Evarts (now President and COO) of Mediafly—insights that CMOs just might want to share with a CFO who’s on the fence about the power of marketing. 

What You’ll Learn in This Episode

• 3 CFOs’ perspectives on marketing
• Tips for navigating the CFO/CMO alliance 
• How to build trust with your CFO

What’s a B2B brand without employees? In a word, nothing. They are the lifeblood of any company—the ones who execute brilliant strategy, the ones who take care of your customers, the ones who represent your brand to the world. That’s what makes a renewed focus on employee experience (EX for short) so important, especially when The Great Resignation is a very real challenge today.

In this episode, CMOs David Kirven of Reltio, Caroline Tien-Spalding of Aptology, and Michael Collins of CFA Institute share how their organizations are approaching employee retention, as well as how they are optimizing the recruiting process to bring on great employees faster. The show also covers the role brand plays in EX, what we can learn from people data, and the unique role C-Suite leaders play in recruiting and retention. Tune in!

What You’ll Learn in This Episode

• Useful employee retention tips to apply to your B2B organization
• How 3 CMOs are optimizing the recruiting process
• The role brand plays in recruiting and retention