#10 – Can ABM Strategies Improve Lead Generation?

When it comes to B2B sales and marketing, account-based marketing (ABM) is a hot topic. That’s because a buying group is typically made up of 6-10 people who must collaborate to make final enterprise decisions.

How can you use ABM to target the decision-makers on specific accounts? Can you leverage digital marketing tools for ABM? Does AMB increase the quality or quantity of leads?

In this episode, we interview ABM leader, Ryan Elmiger. He answers common questions, shares his knowledge, and talks about the relationship between ABM and lead generation. 

About Ryan Elmiger: 

Ryan Elmiger has 20+ years of marketing experience in B2B and B2C. He is Account-Based Marketing (ABM) Certified by ITSMA and currently holds the position of ABM Government Cluster Lead at ServiceNow.

Ryan works alongside the sales team to develop ABM strategies for high-value accounts. He ensures all marketing activities target the right account stakeholders. Plus, drives the strategy for hyper-personalized content that speaks to specific account needs and imperatives.

#9 – How To Win At Retail In The Changing CPG Landscape

The CPG industry is rapidly changing. Retailers are faced with ongoing challenges, from changing shopper behaviors and labor shortages to supply chain disruptions and beyond.

In his conversation with Tessa Burg, guest Will Salcido shares how we can “win” in the evolving CPG landscape by combining data with storytelling. Hear about what data is important to retail buyers, common stories that sell, how to align with retail strategies and more on this episode of Lead(er) Generation.

#8 – Tips To Execute Account-Based Marketing Strategy

Account-based marketing is one of the most effective ways for B2B companies to reach decision-makers of right-fit accounts.

In our live ABM Panel Discussion, marketing and sales leaders explained why account-based marketing is so beneficial for B2B.

On this episode, we continue the conversation and dive into ABM execution. Katie St. Peter answers questions about resources, technology, tools, marketing channels, measurement, and more.

Follow along for tips on how to kickstart your ABM strategy.

About Katie St. Peter: 

Katie St. Peter is a marketing professional with specialties in account-based marketing, digital transformation, demand generation, sales enablement, SEO/SEM, experiential marketing, content writing, website design, and PPC.

She’s currently the Digital Campaigns Manager at the threat intelligence company, Cybersixgill. Previous employers include Rockwell Automation, where Katie gained her passion for account-based marketing. Plus, Nordson Corporation, where Katie introduced account-based marketing programs to drive revenue.

#7 – AI For Marketers: Practical Uses Across The Customer Journey

Artificial intelligence is here now, and here to stay. Marketers can use AI to automate hundreds of repetitive tasks that occur throughout the customer journey. The challenge: where to start? 

This episode is your jumping-off point. You’ll learn the benefits of using AI in your marketing. Plus, how to use AI to generate leads and shorten the sales cycle for better business results.

About Paul Roetzer:

Paul Roetzer is founder and CEO of PR 20/20 and Marketing AI Institute; author of Marketing Artificial Intelligence (BenBella, 2022), The Marketing Performance Blueprint (Wiley, 2014), and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing AI Conference (MAICON). A graduate of Ohio University’s E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies.

#6 – The Death Of MQLs: How To Measure Marketing Performance

Most of today’s marketing performance is measured by MQLs. A marketing-qualified lead is a prospect that the marketing team determines is worthy of being passed along to the sales team.

The challenge? Salespeople in the B2B space typically look for best-fit accounts versus individual prospects. Therefore, marketing and sales aren’t on the same page.

Jon Miller, Chief Marketing Officer at Demandbase, discusses marketing and sales alignment. Using data to access purchase intent. Switching to MQAs (marketing qualified accounts) as a performance metric, and so much more. 

Listen to this episode of the Leader Generation Podcast hosted by Tessa Burg, Chief Technology Officer at Mod Op.

#5 – Employer Branding & Its Role In Recruitment

Employer branding is essential in today’s competitive job market. It not only creates a positive impression of your organization but also helps attract top talent. On this episode of Leader Generation, experienced brand marketing professional Whitney Cornuke answers questions such as:

  • How important is employer branding in recruiting? 
  • What are the benefits of employer branding? 
  • How does it differ from other forms of marketing?

Employers who invest time and resources into their employer brand will likely see higher levels of employee retention and productivity. Listen now to hear ideas and get inspired.

This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.

#4 – 5 Misconceptions About Google Analytics 4 (GA4)

In July of 2023, GA4 will replace Universal Analytics. The shift to has left marketers with more questions than answers. Plus, plenty of misconceptions. 

In under six minutes, Tessa Burg quickly hits on five common myths about GA4. She then delivers the truths as well as some tips on how to make the most of the new GA4 platform.

#3 – Shift To The Future With Machine Learning

On July 1, 2023, Google Universal Analytics (UA) will stop processing new website data. That’s due to the introduction of Google Analytics 4 (GA4), a next-generation analytics tool powered by machine learning.

What do marketers need to know about GA4? How does it track data differently? What role does it play in the martech stack? What is Google Performance Max? What’s common between Google Analytics 4 and Performance Max? 

Matz Lukmani, Product Lead at Google, answers questions about GA4 and Performance Max. He also shares how these tools can help marketers improve overall measurement, strategy, and performance.

In Part 1, Matz focuses more on GA4. Listen to Part 2 to hear all about Performance Max.

This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.

#2 – Shift To The Future With Machine Learning

On July 1, 2023, Google Universal Analytics (UA) will stop processing new website data. That’s due to the introduction of Google Analytics 4 (GA4), a next-generation analytics tool powered by machine learning.

What do marketers need to know about GA4? How does it track data differently? What role does it play in the martech stack? What is Google Performance Max? What’s common between Google Analytics 4 and Performance Max? 

Matz Lukmani, Product Lead at Google, answers questions about GA4 and Performance Max. He also shares how these tools can help marketers improve overall measurement, strategy, and performance.

In Part 1, Matz focuses more on GA4. Listen to Part 2 to hear all about Performance Max.

This episode of the Leader Generation Podcast is hosted by Tessa Burg, Chief Technology Officer at Mod Op.

#1 – How To Use Your Personal Brand To Generate Leads

Personal branding is a powerful tool for marketers and salespeople to attract business. The challenge is that it takes time and effort to build a strong digital presence. 

Explore how you can identify and create your own authentic digital brand with Madeline Fetterly. 

She’ll share tips on how to harness your passion and expertise. Plus, how to leverage your online presence to gain a steady stream of new leads and drive business development.