B2B Marketing and More With Pam Didner
249 episodes - English - Latest episode: about 1 year ago - ★★★★★ - 22 ratingsDo you want to fulfill your true marketing potential? In “B2B Marketing and More With Pam Didner,” you’ll learn actionable strategies and tips around digital marketing, sales enablement, MarTech, demand generation, and more.
As a B2B Marketing consultant, author, and global speaker, Pam emphasizes that marketing should leverage sales as another marketing channel and sales should use marketing as a hidden salesforce.
In each episode, she shares her personal stories, templates, and frameworks that you can immediately put into action to help you support your sales relationships and make you look like a rockstar!
For more information, visit pamdidner.com.
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Episodes
49 - Three ABM Marketing Examples
August 09, 2018 04:00 - 7 minutes - 9.71 MBI was requested by a client to create an eBook for account-based marketing. The client asked if I could add some real-world account-based marketing examples as part of the eBook, so I went hunting. Well, not so much of hunting as Googling. I came across this blog post by Influitive. Influitive offers an advocacy management platform. The blog title is “The Results of 3 B2B Account-Based Marketing Campaigns: The Good, the Bad, and the Ugly.” Truman Tang, the author of the blog, talked abo...
48 - PowerBlanket Sales Enablement
August 02, 2018 04:00 - 5 minutes - 6.9 MBFrequent listeners know that I just finished my 2nd book, Effective Sales Enablement. This book was written from a marketers’ perspective on what we, marketers, can do to enable sales. I believe that marketing elements, f used right, can support sales and show impact directly. I am always looking for examples on how marketing better support sales. Here is a great example from James Rogers, Digital Marketing Manager for PowerBlanket. ————— If you want to chat, reach out on any social ...
47 - Marketing Takeaways from Jeff's Visit
July 26, 2018 04:00 - 6 minutes - 9.47 MBMy podcast editor, Jeff Julian, drove his RV all the way to Anaheim from Kansas City to attend Vidcon with his wife, Michelle, and kids, Brandon and Addison. Actually, this is a fun conference. The tagline for Vidcon is ‘For people who love and make online video’. Frankly, this conference is packed with tons of YouTube celebrities. It’s really a venue that allows young millennial and Generation Z fans to meet their YouTube stars. Such a cool idea to link fans and YouTube celebrities togeth...
46 - My Podcasting Process
July 19, 2018 04:00 - 6 minutes - 9.28 MBMy friend, Mike, wants to launch a podcast. He was thinking of recording using his phone, then exporting the audio file and finally uploading it to Libsyn. As simple as 1, 2, 3. He asked me how much time I spent on my podcast and what is my process. Well, no one has asked me that question before. ————— If you want to chat, reach out on any social media channels or email me at [email protected]. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.
45 - Sales Operations and Sales Enablement
July 12, 2018 04:00 - 4 minutes - 3.85 MBI was talking to Michelle, a marketer, about my new book, Effective Sales Enablement. I told her that I wrote this book from a marketer’s perspective and how marketers can better enable their sales team. She told me that her company doesn’t have a sales enablement team, but it does have a sales operations team. So, what is the difference between sales enablement and sales operations? ————— If you want to chat, reach out on any social media channels or email me at [email protected]. Y...
44 - Repurpose Content to a Different Format
July 05, 2018 04:00 - 4 minutes - 4.21 MBI discussed repurposing, repackaging and reusing content at one of my workshops a couple of weeks ago. One attendee posed this question: “So, can I just take the same blog post we wrote and use it as a script for our podcast? Can I just consolidate 5 case studies into one big eBook?” Well, yes and no. In general, the answer is NO. Let me talk about this a little more. The essence of repurposing, repackaging and reusing your content is to repurpose, repackage and reuse the core idea of you...
43 - Writing a Complex Brief
June 28, 2018 04:00 - 7 minutes - 6.74 MBI spent the past 10 days writing a complicated strategic brief on behalf of an agency to brief their creative team, copywriters and content creators. This agency is running a big campaign for a large technology company. I’ve briefed creative, media and social media teams, content marketing agencies and freelancers before. This is nothing new to me. But this time is different and it’s super-complicated. There are 6 dimensions that I have to take into account as part of the brief: One very...
42 - What have I been working on
June 21, 2018 04:00 - 5 minutes - 4.69 MBI had coffee with a friend, Maria, last week. We haven’t seen each for almost 2 years. I was very excited to see her. After catching up with talk about our family and kids, she asked me: Pam, what have you been working on lately? Well, that’s a good question. What have I been working on? How would you answer that question when someone asks you what have you been working on? ————— If you want to chat, reach out on any social media channels or email me at [email protected]. You can ...
41 - Marketing-Enabled Sales
June 14, 2018 04:00 - 6 minutes - 5.92 MBOk, I did several episodes about my trip to Lima. Now, let’s come back and focus on answering your questions. I did a webinar last week with Mintent, a Content Marketing Platform company. The topic of the webinar was ‘3 creative ways that marketers can enable sales across regions.’ At the end of the webinar, one attendee, Megan, asked a question: How do you draw the line between arming sales with marketing material and getting inundated with too many requests for tasks such as writing sale...
40 - Machu Picchu Takeaways
June 06, 2018 04:00 - 7 minutes - 7.13 MBI was hoping to record this episode when I was in Machu Picchu. That would be a major milestone, right? I carried the recording equipment all the way up 9000 feet above the sea level. I was taken away by the ruins, the mountains, the history and just the overall experience. I decided to be present and enjoy it as much as I could. And I did! I recorded this episode when I came back to the US. ————— If you want to chat, reach out on any social media channels or email me at hello@pamdidn...
39 - Lima Peru Takeaways
May 23, 2018 04:00 - 7 minutes - 10.5 MBI stayed in Lima for a couple of days before my trip to Machu Picchu and learned some interesting trivia about Lima and Peru that made me think about marketing… I know… Just can’t get marketing out of my mind even when I am on vacation. Here are several things I’ve learned that reminded me of marketing. ————— If you want to chat, reach out on any social media channels or email me at [email protected]. You can also join my Facebook community: Build Your Marketing Skills to Get Ahea...
38 - Marketing Plan vs Global Marketing Plan
May 16, 2018 04:00 - 6 minutes - 11.9 MBI am recording this podcast from Lima, Peru. I am going to Machu Picchu in the Andes Mountain. I am so excited. I read about Incas’ people and culture when I was eight. I can’t believe that I am here. I will share my trip highlights and marketing takeaways from Machu Picchu in the upcoming episodes stay tuned. This week, I had an interview with Jim and Lee from Moravia. He read my book, Global Content Marketing, and finally reached out to discuss some questions he has from reading the book...
37 - Creativity and Constraint
May 10, 2018 04:00 - 6 minutes - 11.3 MBWhile I was speaking at the Clever Content Conference in Copenhagen this April, my friend, Christian, proudly showed me his hometown Copenhagen. The city is not big and you can pretty much walk and bike everywhere. He and I walked around the town for 8 hours straight. I visited little mermaid, churches, the Royal garden and more. But I was mostly blown away by an area called Freetown Christiania. I was shocked that a place like this could exist in modern society. Christiania is a self-pr...
36 - Publishing a Book
May 02, 2018 04:00 - 7 minutes - 13.8 MBOk, I reached a major milestone last week. While in London, I visited my publisher and finalized the manuscript of my 2nd book, Effective Sales Enablement. Now, the manuscript is officially moving to the production phase. I am not at the finish line yet, but I am very happy that the hardest part is DONE. People approach me all the time asking about how to write a book and get it published. I want to share my experience with you. ————— If you want to chat, reach out on any social media ...
35 - 3 Marketing Lessons From Visiting the Chatsworth Manor
April 26, 2018 04:00 - 7 minutes - 13.3 MBAfter speaking at the Cleve Content Conference in Copenhagen, I met up with a good friend, Diana, in Manchester, England. We were thinking about where we should spend our weekend. She suggested that we visit the Chatsworth. I got excited right away. I recalled reading somewhere that Chatsworth was Mr. Darcy’s country estate, Pemberley in the movie version of Pride and Prejudice starring Keira Knightley and Matthew Macfadyen. In the movie, Mr. Darcy’s country estate seemed fantastic, so I h...
34 - What is AI?
April 18, 2018 04:00 - 7 minutes - 10.4 MBRecently, I did a keynote presentation about Humans vs. Machines. Is Content Marketing doomed? When I think about humans vs. machines, I think about the self-aware artificial intelligence like the Terminator’s Skynet, I am the Borg from Star Trek or the agents in the movie the Matrix. Of course, R2D2, C3PO from Star War or even Bender from Futurama also come to mind. However, these are Hollywood versions of AI. ————— If you want to chat, reach out on any social media channels or emai...
33 - Determining Warm Leads in Your Database
March 21, 2018 04:00 - 7 minutes - 9.94 MBI was in Melbourne, Australia, speaking to Cisco’s Channel Partner Marketing Managers at Cisco Live. I love working with channel partners. They usually don’t have a big marketing budget and every dollar they spend has to count. After the keynote, I did 8 1:1 whiteboarding sessions with their channel partners. They asked me any questions and I answered on the spot, as simple as that. One of the questions: “Pam, I have 30,000 names in my database. How can I find warm leads?” I love that ques...
32 - The Relationship Between Lead Definition and Your Website
March 14, 2018 04:00 - 5 minutes - 7.21 MBIf you ask sales people “what they need from their marketing team?”, 10 out of 10 will say that they need more high-quality leads. But what is a high-quality lead? Or what is a marketing qualified lead (MQL)The definition varies from company to company and from industry to industry. I had a chance to talk to, William Wickey, Head of Content and Media Strategy at Lead Genius, who relayed how their marketing and sales teams agreed on the different stages of leads so that there is no debate o...
31 - Being Lonely
March 07, 2018 05:00 - 4 minutes - 6.23 MBA friend asked me if I feel lonely working for myself. It’s funny that question has never popped into my mind in the past three and half years. Then, I decided to sit back and to give it some serious thought. ————— If you want to chat, reach out on any social media channels or email me at [email protected]. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.
30 - Use Co-Marketing to Drive Sales: B2C and B2B Examples
February 28, 2018 05:00 - 5 minutes - 7.9 MBI am a firm believer that the function of marketing is to grow business and support sales. Great story telling, wonderful commercials, and fantastic events all sound great, but they need to have calls-to-action that tie with sales directly or indirectly. Otherwise, they are just some marketing fluff. I met Jenny, CEO for 3 Busy Dogs, a company that makes beer for dogs. Yes, you hear me right. Beer for dogs, but no-alcohol. The company is small, so she doesn’t have a big marketing budget. ...
29 - Be a Problem Finder, Not a Problem Solver
February 21, 2018 05:00 - 4 minutes - 5.62 MBI was reading a great sales book by Erik Peterson, Three Value Conversations: how to create and elevate and capture customer value at every stage of the long lead sale. Ok, the subtitle is very long. Just remember the name of the book is Three Value Conversations. One thing that struck me is the idea of finding the unexpected needs of your customers. Erik noted that sales reps are trained and conditioned to be problem-solver for their customers. That's good, but he argues that sales are so...
28 - Learn From Your Past
February 14, 2018 05:00 - 4 minutes - 6.06 MBSome listeners may know that I am writing my 2nd book. I have to say writing is hard. The hardest part is to structure 50,000 - 70,000 words in a logical manner so that you can share a unique point of view and flow in such a way that readers want to flip from page to page. Not only do you need to offer a compelling and unique point of view, but you also need to tell a great story. Writing my 2nd book is like raising a 2nd child. You learn what worked well the first time and what you need t...
27 - How can Brand Guide Help Sales Enablement?
February 07, 2018 05:00 - 6 minutes - 8.7 MBA listener, Ally, working in a small software company with 2 marketing people doing everything from marketing to sales support. She is working on a brand guide to standardize not only the look-and-feel of outbound communications but also create the consistent layout for different formats of content output. Her sales team thinks the brand guide is a colossal waste of time. They feel that she should spend the money and budget on creating sales collateral. She asked how to demonstrate the val...
26 - How To Find the Topic for Your Next Book
January 31, 2018 05:00 - 7 minutes - 10.5 MBOne listener, Lisa, knows that I am writing my second book. She posed a question, “how did you come up with the subject and title of your book?” Well, it’s hard. In the US, more than 90,000 books get published every year. Chances are whatever I want to say is likely to be said already. There is truly nothing new under the sun. However, don’t let that discourage you from writing about your topic. It is all about how people relate to their readers. ————— If you want to chat, reach out ...
25 - How Do I Conduct a Content Audit?
January 24, 2018 05:00 - 5 minutes - 7.99 MBA friend, Erick, was tasked to conduct a content audit and asked me if I have a template that he can use. I sure do. In general, content audits are conducted for three reasons. ————— If you want to chat, reach out on any social media channels or email me at [email protected]. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.
24 - Da Vinci and the Marketer
January 17, 2018 05:00 - 8 minutes - 11.4 MBToday, I want to share a little story about me. Since I am a marketer, I have the tendency to see everything through the lenses of a marketer. When I go to a website, I’ll immediately start evaluating the design, copy writing and Calls-to-action. When I am reading an email, I start thinking, “What is the intent of this email from the sender and does he or she achieve the objective?” ————— If you want to chat, reach out on any social media channels or email me at [email protected]. ...
23 - What is Sales Enablement?
January 10, 2018 05:00 - 5 minutes - 7.76 MBEvery week, I’ll pick one marketing question and attempt to address it with actionable takeaways. So send me your questions. I want to help you take on your marketing challenges. In my last episode, I shared the exciting news that I had started writing my 2nd book. The book is going to examine sales enablement and I explained why I picked this topic. My friend Amy asked me what sales enablement is, anyway? ————— If you want to chat, reach out on any social media channels or email me at...
22 - My New Year's Resolutions
January 03, 2018 05:00 - 7 minutes - 6.75 MBHappy New Year! Can you believe it? It's 2018. I don't know about you, but I have this love-and-hate relationship with New Year's resolutions. Here is the "hate" part: New Year's resolutions frustrate me because I have what I like to call a "one-month curse" that I can't break. I spent a couple of thousand dollars buying a treadmill once. I used it for about a month, and now that treadmill just sits in our bedroom collecting dust. I pass by it every day and tell myself that I need to get ...
21 - What Writing My Second Book is Teaching Me About Sales Enablement
December 27, 2017 05:00 - 6 minutes - 8.93 MBEvery week, I’ll pick one marketing question and attempt to address it with actionable takeaways. So send me your questions. I want to help you take on your marketing challenges. For today, I want to share some exciting news. I signed up with a publisher to work on my 2nd book. No, it’s not about content marketing. No, it’s not about anything global. So, what is it? OK, drum roll, please! It’s about sales enablement! When I told my friend, Amy, about the news, she was like, “Whaaaaaat? Wha...
20 - Define Core Values
December 20, 2017 05:00 - 6 minutes - 8.49 MBThis week, I want to share something I read from the book of Verne Harnish, “Mastering the Rockefeller Habits.” This is a how-to book. Verne shares templates and specific processes that you can follow when you grow your company from 1 person to 50 people to 100 and more. At each stage of the growth, you need to make significant changes in people, strategy, processes, and tools. If you are growing your company and your processes and tools are setting you back, this can be a great book to ge...
19 - What are the Skillsets Required for Modern Marketers?
December 13, 2017 05:00 - 7 minutes - 9.61 MBEvery week, I’ll pick one marketing question and attempt to address it with actionable takeaways in 7 minutes or less. So send me your questions. I want to help you take on your marketing challenges. This week, I have the following question from Benjamin. He asked: “What digital roles/skills/capacities focus areas will large brands need to master in order to effectively market to today's customers and provide great customer experiences?” ————— If you want to chat, reach out on any so...
18 - A Letter to Laura
December 06, 2017 05:00 - 4 minutes - 6.4 MBEvery week, I’ll pick one marketing question and attempt to address it with actionable takeaways in 7 minutes or less. So send me your questions. I want to help you take on your marketing challenges. I got the following e-mail from one of my students, Laura. ————— If you want to chat, reach out on any social media channels or email me at [email protected]. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.
17 - When Sales Met Marketing
November 29, 2017 05:00 - 5 minutes - 8.04 MBOn this episode, rather than addressing one marketing question, I’d like to share a conversation I had with the sales and marketing team at Curata. Curata is a platform that can help you curate, plan and measure your content marketing efforts. It has a very nice, solid platform that allows you to select relevant content and quantify the ROI of your content. BTW, I am not affiliated with Curata at all, but I love their curation platform and analytic capabilities. You should check it out. ...
16 - It’s Time to Map Your Marketing Workflow
November 22, 2017 05:00 - 5 minutes - 7.32 MBEvery week, I’ll pick one marketing question and attempt to address it with actionable take-aways in 7 minutes or less. So send me your questions. I want to help you take on your marketing challenges. During my recent workshop, “7 Ways to Increase Conversions with Digital Content”, I tried to hone in on the fact that increasing conversions is not about replies to your customers’ angry tweets on Twitter, or drip e-mail for nurturing. Don’t get me wrong, these tactics are important. But it...
15 - The Purpose of Content Marketing is About EIEIU or CEBIEIU
November 15, 2017 17:00 - 5 minutes - 8 MBEvery week, I’ll pick one marketing question and attempt to address it with actionable take-aways in 7 minutes or less. So send me your questions. I want to help you take on your marketing challenges. I was speaking at Social Media Strategies Summit recently and decided to pop into my friend Mike Brown’s workshop to say “hi”. I learned a new term from Mike that day (via Kodi Foster at Viacom): E.I.E.I.U. He said that the content we create should fit in the EIEIU categories: Entertainme...
14 - Situational Fluency
November 08, 2017 05:00 - 4 minutes - 6.23 MBToday, I want to do something different! I want to share a term I’ve learned, it’s called situational fluency. That’s right, situational fluency. Recently, I read a book about Collaborative Sales by Keith Eades and Tim Sullivan. With pretty much almost all human knowledge on the Internet and at our finger tips, buyers know more about us than we do ourselves. They talk to everyone, except sellers, to get ins and outs about sellers’ companies, products and services. ————— If you want to...
13 - Standardizing Content
November 01, 2017 04:00 - 4 minutes - 6.65 MBStandardizing content How do we standardize content if localization and personalization drive better engagement? - Juliet This is something that we struggle to find a balance in scaling content across the region. There is no right or wrong answer per se, so let me address that in these ways. ————— If you want to chat, reach out on any social media channels or email me at [email protected]. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.
12 - What is the best way to open a presentation?
October 25, 2017 04:00 - 5 minutes - 8.08 MBWhat is the best way to open a presentation? I am doing a session at a conference. How do you make a compelling or fun opening to get people’s attention? - Kerry I tried several different approaches for my own presentations. Here are my 3 suggestions. ————— If you want to chat, reach out on any social media channels or email me at [email protected]. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.
11 - Making a living as an independent consultant
October 18, 2017 04:00 - 3 minutes - 7.9 MBQuestion: Hey Pam, how do you make a living as a personal consultant? - TOM Answers: If you ask different independent consultants, you’ll get different answers But for me, here are the 4 categories of my revenue stream. ————— If you want to chat, reach out on any social media channels or email me at [email protected]. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.
10 - Building close relationships with your teams in other countries
October 11, 2017 04:00 - 6 minutes - 14.2 MBBuilding close relationships with your teams in other countries Question: What is the best way to build close relationships with my team? - Sarah Answer: The best way to build close relationships with your team is having regular face-to-face meetings. If your travel budget allows, it would be great to have a face-to-face meeting every 6 months or so. Have a 2-day meeting in which you provide updates and the team shares best practices and discusses challenges and solutions. ————— If...
9 - What does a CPA have to do with marketing
October 04, 2017 04:00 - 4 minutes - 10.9 MBWhat does a CPA have to do with marketing Question: What is a CPA? What does it have to do with marketing? - Thierry Thierry and I were having dinner in Paris. He listened to a podcast interview I did and I mentioned a term, CPA (Certified Public Accountant), during the podcast. He didn’t know what CPA stands for and wondered if that is a new term for content marketing. ————— If you want to chat, reach out on any social media channels or email me at [email protected]. You can als...
8 - Marketing Plan 2-pager: Part 2
September 27, 2017 04:00 - 4 minutes - 11.2 MBTopic: Marketing Plan 2-pager: Part 2 Senior executives are very busy. They may not be 100% up-to-date about your plans. Before presenting a marketing plan, it’s important to have a two-page summary to guide them and get them up to speed. The 1st slide of the summary contains: Sales goals Business objectives Marketing objectives Marketing Strategies The 2nd slide of the summary includes: Personas Marketing Tactics Success Metrics ————— If you want to chat, reach out on a...
7 - Marketing Plan 2-pager: Part 1
September 20, 2017 04:00 - 4 minutes - 11.1 MBMarketing Plan 2-pager: Part 1 Let’s talk about a marketing plan 2-pager. For this episode, I want to touch on the first part of a 2 pager. Then, I’ll address the last part of the 2nd pager in the next episode. I’ve presented hundreds of marketing plans to senior mgmt. The lesson I’ve learned was that it’s important to have 1-2 summary slides to ground senior management about the plan before diving into details. Senior management tends to go from meeting to meeting and their minds ru...
6 - Gut vs. Data when making marketing decisions
September 13, 2017 04:00 - 6 minutes - 15.1 MBThe question of the day: Should I listen to the data or my gut when it’s time to make marketing decisions? Here are some thoughts that I want to share with you: For anything Search Engine Optimization (SEO) and search related, I tend to follow the data. I make an effort to understand the keyword lists and how my audience searches and use the data to guide content creation. However, I don’t let keyword and search dictate my writing or creative approach. For that, I follow my gut, then ...
5 - Plan vs. Planning
September 06, 2017 04:00 - 4 minutes - 10.5 MBQuestion: What are the differences between planning and plans? -- Nathalie This topic came up while I was talking to one of my clients the other day. I asked how she is doing. She told me that she is stressed because the company started planning for 2018 and she has a lot of work to do get ready. I am recording this podcast on July 18th, 2017 and she is already starting to prepare for the next planning cycle. In general, a lot of big and well-established corporations do that. They kick ...
4 - Leading a marketing team to consensus
August 30, 2017 04:00 - 5 minutes - 12.5 MBQuestion: “I lead a virtual marketing team. Everyone seems to have his or her ideas on how to do things. How do I lead the team to consensus?” -- Melissa I know how hard it is to lead a virtual team. If you work in a big corporation, you know what I mean. There’re a lot of initiatives which are cross-functional. Here are three rules I follow: Do my homework and define what I want first. Let the team Tear Apart My Ideas Get the team’s recommendations and input to refine the plans —...
2 - Making the transition from traditional marketer to digital marketer
August 23, 2017 04:00 - 6 minutes - 14.2 MBQuestion: “How do I make the transition from a traditional marketer into a digital marketer?” -- Elaine I’m going to talk about my own personal journey of making that transition. ————— If you want to chat, reach out on any social media channels or email me at [email protected]. You can also join my Facebook community: Build Your Marketing Skills to Get Ahead.
1 - Applying content marketing to sports marketing
August 23, 2017 04:00 - 4 minutes - 10.2 MBApplying content marketing to sports marketing Question: How does content marketing apply to sports marketing? -- Jake Let’s start with the content marketing definition first. Here it goes: “The process of developing and sharing relevant, valuable, and engaging content to target audience with the goal of acquiring new customers or increasing business from existing customers.” ————— If you want to chat, reach out on any social media channels or email me at [email protected]. Yo...
3 - Dealing With Marketing Burnout
August 23, 2017 04:00 - 5 minutes - 12.6 MBQuestion: How do we deal with marketing burnout? Let me speak from my personal experience. After 20 years at a big corporation, I decided to work for myself. It sounds romantic but, when you are in the trenches trying to make it work, there is nothing glamorous or romantic about it. I am my own secretary, IT, sales, marketing and HR. When I just started, I didn’t really have the luxury of turning down jobs. I provided multiple services from creating strategies, e-mail campaign even...