Modern Marketing Engine podcast hosted by Bernie Borges artwork

Modern Marketing Engine podcast hosted by Bernie Borges

312 episodes - English - Latest episode: almost 3 years ago - ★★★★★ - 45 ratings

The Modern Marketing Engine podcast hosted by Bernie Borges is the podcast for the modern marketer who wants to hear from their peers in the trenches and the occasional analyst or rock-star-influencer sharing strategies and tactics about what’s working in modern marketing. Show notes are available at http://bit.ly/MME-show

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Episodes

My B2B Podcasting Strategy

May 27, 2021 09:00 - 19 minutes - 26.8 MB

Social audio has become very popular recently with the advent of Clubhouse. According to Edison Research 15% of social media users 18+ say they have used Clubhouse.  Podcasting is a form of social audio. And, it continues to grow as a content channel. According to Edison Research’s Share of Ear study, which began tracking audio consumption in 2014, podcasting’s share of all audio listening is now 6% of consumption. This level marks an all-time high for podcasting, up from 2% in 2014.  ...

B2B Influencer Marketing for the Entire Customer Journey

May 19, 2021 09:00 - 33 minutes - 46.2 MB

B2B influencer marketing is not the same as it is in B2C, where you have celebrities like top athletes and Hollywood actors endorse a brand and post on Instagram about it. B2B marketing leaders can leverage industry influencers in their marketing efforts with a solid plan. That is the topic of conversation with my guest in this episode of the Modern Marketing Engine, Amisha Gandhi, SVP of Marketing at Tipalti. Amisha is a groundbreaking B2B innovator with deep marketing and communication...

How Internal Communication Drives Marketing ROI

April 21, 2021 09:00 - 39 minutes - 54.7 MB

Most CMOs favor external communications (demand generation, content marketing, etc.) over internal communications. Why? Because these external activities seem to create more measurable ROI. However, with the modern workforce internal communications are now more important than ever to motivate and activate people within the organization to be a channel of communication. My guest in this episode of the Modern Marketing Engine podcast, Mark Derks, has great insights about how much effort ma...

Planning the Marketing Strategy for a Global Brand

April 14, 2021 09:00 - 37 minutes - 51.8 MB

How would you plan the marketing strategy for a new brand? What are some factors that marketing leaders should take into consideration when rolling out a new product? That is the topic of conversation of this episode of the Modern Marketing Engine podcast, with my guest Armen Najarian. Armen is the CMO at RSA Fraud & Risk Intelligence, which is part of the larger RSA Security, a 38-year old global brand. As his division expanded and with more revenue and customers around the globe, they ...

Why Analytics is a Must in Account-Based Marketing

March 31, 2021 09:00 - 38 minutes - 53.3 MB

How do you formulate an Account-Based Marketing (ABM) strategy? How do you decide which accounts to target? And what is the role of analytics in ABM planning? That is the topic of this episode of the Modern Marketing Engine podcast with my guest, Chris Rack, President at PureB2B. PureB2B leverages a database of B2B decision-makers in combination with their predictive analytics technology, to provide a full suite of solutions that help their clients meet their specific B2B demand generati...

Marketing’s Role in the Modern Sales Experience

March 17, 2021 09:00 - 42 minutes - 58.6 MB

B2B buyers have changed dramatically, especially during COVID. Consider these three recent trends, for example: B2B buyers are looking critically at any opportunity that comes to them, whether it comes from marketing content or from a sales conversation. B2B buyers are giving less access to sales people and traditional conversations. In fact, 83% of the buyer journey does not include a sales rep. B2B buyers place a greater priority on perspective and recommendations from people who aren...

The Importance of Customer Data Marketing for Modern Marketers

March 10, 2021 10:00 - 35 minutes - 48.9 MB

Marketing professionals need to have a strong grip on data. These uncertain times have inspired marketers to rely less on qualitative insights and more on data-driven insights.  This is what my guest realized during 2020. Paul Cowan, CMO at FreshBooks, joins me in this episode of the Modern Marketing Engine podcast to talk about why they are doubling down on customer data marketing in 2021. FreshBooks serves mainly the small business owner segment with easy-to-use accounting software. As...

Mission-Driven Marketing and Sales

February 24, 2021 10:00 - 32 minutes - 44.9 MB

The pandemic hit just about every industry hard and many companies are still trying to recover. That’s why stories of B2B companies helping out others around them are so encouraging. And I’m excited to bring you one such story in this episode of the Modern Marketing Engine podcast. My guest is Kathie Johnson, CMO at Talkdesk, a cloud-based contact center, unified communications and artificial intelligence software provider. Customers use their contact center software to scale and improve t...

The Future of B2B Buying and Selling

February 17, 2021 10:00 - 38 minutes - 52.7 MB

What is the future of buying and selling? How do marketing and sales approach digital native decision-makers? That is the topic of this episode of the Modern Marketing Engine with my guest, Dave Boyce. Dave is the Chief Strategy Officer, XANT, where he divides his time between corporate development, corporate strategy, and operational strategy. He is also a board member of Forrester Research Inc. since 2017. This episode was inspired by two articles that Dave published on LinkedIn: The...

Shifting the Conversation of Diversity and Inclusion in the Workplace

February 10, 2021 10:00 - 34 minutes - 47.1 MB

This is a different, but very special, episode of the Modern Marketing Engine podcast. My guest is Hang Black, VP, Revenue Enablement, Juniper Networks and I invited her to talk about her new book, Embrace Your Edge: Pave Your Own Path as an Immigrant Woman in the Workplace. This book has the potential to be life-changing for some. Hang says the idea for this book was in her head for a decade. It not only describes Hang’s experience as a Vietnamese immigrant to the United States, but also ...

Digital Selling Tips for the Modern Seller

January 27, 2021 10:00 - 38 minutes - 52.4 MB

What drives the success of a sales team today? Knowing how to engage the digitally savvy modern buyer. And modern buyers need modern sellers. While digital marketing is a mature ecosystem with proven processes and practices, digital selling is still evolving. Many sales organizations were reluctant to implement a digital sales transformation until COVID-19 came and forced everyone into remote selling. Today, digital selling is more important than ever. In this episode of the Modern M...

How Showing that you Care Can Start Sales Conversations

December 16, 2020 10:00 - 34 minutes - 46.8 MB

The year 2020 has brought a lot of pain and confusion due to the pandemic, but also many opportunities for companies to show compassion and generosity. And that willingness to help others can sometimes reap rewards in the marketplace. That’s exactly the story my guest in this episode of the Modern Marketing Engine, Adriel Sanchez, CMO at Newsela shares. Newsela provides instructional content to K-12 schools in the United States, serving 35 million children.  What do they do exactly? Th...

The Sales Messaging Playbook that Converts Prospects to Conversations with Mario Martinez Jr.

December 10, 2020 21:30 - 34 minutes - 47.4 MB

Sales messaging is a vital part of a sales reps’ daily work. It’s how they engage with prospects and it can make a big difference in their results. While the perfect sales message will connect and engage the buyer (eventually leading to a sale), a weak sales message will just be ignored, or worse, will damage the reputation of your company. In this article and episode of the Modern Marketing Engine podcast, my guest, Mario Martinez Jr., CEO and Founder at Vengreso, discusses what marketing...

3 Pillars of Digital Marketing Transformation for Sustained Resilience and Growth

November 11, 2020 10:00 - 37 minutes - 51 MB

In recent history, there have been three important events that have led marketing teams to shift their focus and embrace digital marketing transformation.  The first event was 9/11 in 2001 and how fear and uncertainty gripped the U.S. (and others) which hindered planned marketing activities including travel and events where thousands of people congregated. The second event was the economic crisis of 2008 which had both businesses and consumers concerned about the repercussions that came ou...

How This Omnichannel Marketing Strategy Enabled Success in 2020

November 04, 2020 10:00 - 36 minutes - 50.6 MB

What is the most effective way to attract and retain customers if you sell to consumers through distributors? According to Paul Ackah-Sanzah, it’s an Omnichannel marketing strategy. Paul is VP of Marketing at Phantom Screens and a 20-year marketing veteran. Paul has an impressive career journey at Phantom Screens, starting out as their retail sales manager, moving to brand marketing manager, and has been their VP of marketing for two years.  In this episode of The Modern Marketing Engine...

How to Use a Marketing and Sales Funnel for Better Prospecting

October 21, 2020 09:00 - 34 minutes - 47.4 MB

A unified marketing and sales funnel is the solution to better prospecting in any organization. In this episode of the Modern Marketing Engine podcast, my guest, A. Lee Judge, Global Digital Marketing Director at Hexagon GeoSystems, discusses his approach to digital marketing and how it is contributing to sales prospecting with a focus on quantifiable attribution.  B2B Marketing leaders are being held to a higher standard in 2020. CEOs and CROs want to see marketing drive activities that...

Creating Sales Engagement Through Corporate Gifting

September 23, 2020 09:00 - 27 minutes - 37.8 MB

In 2020 with in-person conferences being redirected to online events, marketers are looking for alternative ways to continue to grow their demand generation efforts and ensure that they can drive quality leads into the sales funnel. One of those ways is gift marketing. Marketing teams are allocating budgets and efforts toward gifting, as opposed to sponsoring virtual events, as some marketers are not seeing the ROI from a $10k+ sponsorship. How can you use gift marketing in your company ...

Proven Use Cases for Modern Gift Marketing

September 23, 2020 09:00 - 27 minutes - 37.8 MB

In 2020 with in-person conferences being redirected to online events, marketers are looking for alternative ways to continue to grow their demand generation efforts and ensure that they can drive quality leads into the sales funnel. One of those ways is gift marketing. Marketing teams are allocating budgets and efforts toward gifting, as opposed to sponsoring virtual events, as some marketers are not seeing the ROI from a $10k+ sponsorship. How can you use gift marketing in your company ...

Building a B2B Podcast and Making it Work

September 09, 2020 09:00 - 27 minutes - 51.6 MB

Podcasts are becoming more popular each day (there are more than a million podcasts and more than 30 million episodes available). So it’s not surprising that marketers are deciding to create a B2B podcast as a strategy to reach their buyers. But how do you start a B2B podcast and how do you make it work? That is the topic on this episode of the Modern Marketing Engine podcast with my guest Rachel Clapp Miller, Vice President of Marketing and Digital Engagement at Force Management.  For...

Why CMI is Breaking the Content Marketing Rules in 2020

August 19, 2020 09:00 - 30 minutes - 56.7 MB

Subscribe to Modern Marketing Engine on your app of choice. The year 2020 has seen many marketing events cancelled, postponed or gone virtual due to COVID-19. And Content Marketing World, the largest event for content marketers held in person each fall is going 100% virtual as well.  My guest on this episode of the Modern Marketing Engine is Cathy McPhillips, VP of Marketing at the Content Marketing Institute (CMI), the organizer of Content Marketing World, which is one of my favorite ma...

A Successful Shift from an Outbound to an Inbound Marketing Strategy at NAWSP

July 29, 2020 09:00 - 27 minutes - 49.9 MB

Subscribe to Modern Marketing Engine on your app of choice. There’s a powerful analogy used to describe the difference between an outbound and an inbound marketing strategy: an outbound strategy is like chasing or hunting for leads, while an inbound strategy is like attracting or luring leads to you. And although both marketing strategies have their merits and their limitations, my guest in this episode of the Modern Marketing Engine podcast, found great success for her organization when...

How the Right Market Intelligence Enables Organizations to Thrive in Challenging Times

July 16, 2020 09:00 - 33 minutes - 60.8 MB

Subscribe to Modern Marketing Engine on your app of choice. Companies must have a strategic plan to grow and expand, especially in challenging times like the current pandemic, where market dynamics have shifted and priorities have shifted. Most B2B companies use traditional market reports to guide their strategic decisions, but they are not enough. However, with the right market intelligence, B2B organizations can prioritize their accounts, reevaluate territories and rethink their ideal ...

How B2B Sales Teams Are Pivoting in the COVID World

July 08, 2020 09:00 - 35 minutes - 64.2 MB

Subscribe to Modern Marketing Engine on your app of choice. Marketing and sales plans conceived in early 2020 are either no longer relevant or no longer work, so B2B sales teams have had to change how they sell (and sometimes even WHAT they sell) to adapt to the new environment of the COVID world. In this episode of the Modern Marketing Engine, I talk with Jillian Ryan about some of the pivots B2B companies are making to respond to the changing marketing and sales landscape. Jillian is a...

A 5-Point Marketing Strategy to a Target Audience Who Doesn’t Recognize Your Value

June 24, 2020 09:00 - 41 minutes - 76.7 MB

Subscribe to Modern Marketing Engine on your app of choice. Innovative business models bring interesting challenges for marketers. When your company fills a previously unrecognized void, your target audience won’t probably know you exist or recognize that they need you. What marketing strategy can you use if your target audience doesn’t recognize your value? That was the case of my guest in this episode of the Modern Marketing Engine, Stephany Greene. Stephany is Director of Marketing an...

The Power Of Human In Growth Marketing During A Pandemic

May 27, 2020 09:00 - 28 minutes - 23.9 MB

Subscribe to Modern Marketing Engine on your app of choice. Growth marketing is what drives pipeline and increases sales in the long run. The correlation is undisputed. During a time of social and financial disruption like the current COVID-19 pandemic, growth marketing can be perceived by some as insensitive and opportunistic. What is the modern marketer’s best response? I’m happy to have Meredyth Jensen as my guest on this episode of the Modern Marketing Engine podcast. She serves as S...

4 Strategies to Drive Marketing Results with Limited Resources

May 13, 2020 09:00 - 33 minutes - 27.9 MB

Subscribe to Modern Marketing Engine on your app of choice. Every team of marketers needs to drive marketing results that matter, and as my guest on this episode says, “I’ve never heard a marketing team say, ‘We’ve got all the budget we need!’ “ That’s especially true for small teams. On this episode, David Buffaloe, CMO of Vertical IQ shares the steps marketing leaders can take to drive marketing results despite having limited resources. Vertical IQ provides insights into what’s happeni...

Managing A Remote Marketing Team As The New Normal

April 01, 2020 09:00 - 33 minutes - 28.1 MB

Subscribe to Modern Marketing Engine on your app of choice. With the changes happening in the business world due to the Coronavirus crisis, many marketing leaders are learning that managing a remote team of marketers is not a simple matter. Since the entire Vengreso team is remote- now known as “WFH” (work from home) - I wanted to offer help for those making the transition. I invited Matt Langie, CMO of Xant to help me pull it off. And, he delivered!  Matt’s background working for tech g...

Growth Marketing through Hyper Personalization

March 18, 2020 09:00 - 32 minutes - 26.6 MB

  Subscribe to Modern Marketing Engine on your app of choice. Growth marketing is about increasing pipeline so the sales organization can be more successful, faster. My guest on this episode of the podcast approaches growth marketing through hyper-personalization. What is that? Imagine yourself driving down the highway and two billboards appear along the road. One is a generic, “buy this product from us” presentation while the other speaks directly to you, addressing a very specific pers...

Why Sales Enablement Strategy Fits Best in Marketing 

March 11, 2020 09:00 - 32 minutes - 27.4 MB

Subscribe to Modern Marketing Engine on your app of choice Who is best equipped to carry out an effective Sales Enablement Strategy? Sales? Marketing? Maybe another department? Bernie’s guest on this episode of Modern Marketing Engine is Genefa Murphy PhD, SVP and CMO at Micro Focus, one of the world’s largest digital transformation solutions providers. Genefa believes that Marketing should own Sales Enablement and the goal of this podcast episode is to understand why. We'll also get a p...

The Three Pillars of Marketing at Sykes, a Global Brand

February 26, 2020 10:00 - 31 minutes - 25.8 MB

Subscribe to Modern Marketing Engine on your app of choice. The Unique DNA Of This Global Brand Sykes is a leading provider of customer engagement services with a rich, 40 year history serving global and emerging brands. One demonstration of how Sykes is uniquely different than many long-lived brands is the story of how Ian Barkin came to be part of the company. Ian was previously co-founder and CSO of Symphony Ventures, a professional services firm focused on designing, delivering, and ...

How To Measure Contribution To Sales Pipeline From Events

February 19, 2020 10:00 - 30 minutes - 25.5 MB

Subscribe to Modern Marketing Engine on your app of choice.  Events have been a notoriously difficult marketing channel to measure when it comes to adding qualified leads to the sales pipeline. Much of that difficulty has been due to the limits of the technology marketers have used for years, but there are also shortfalls that have happened in the realms of strategy and planning that need to be addressed. Bernie’s guest on this episode of Modern Marketing Engine is Corey McCarthy, CMO of...

How AI Sales Assistants Are Changing Automotive Dealerships 

January 29, 2020 10:00 - 27 minutes - 23.4 MB

Subscribe to Modern Marketing Engine on your app of choice If you haven’t heard of AI sales assistants, chances are you may have interacted with one and didn’t even know it. That’s especially true if you’ve purchased or leased a car in the last few years and made your contact with the dealership by digital means. Automotive dealerships are becoming increasingly more tech-savvy and AI sales assistants are one of the newest tools in the marketing plans of many dealerships. But while this wee...

How To Plan Your International Business Expansion Strategy

January 22, 2020 10:00 - 34 minutes - 28.7 MB

Subscribe to Modern Marketing Engine on your app of choice When it comes to creating and successfully implementing an International business expansion strategy, there are numerous variables that must be addressed. Wouldn’t it be great to have a seasoned International expansion advisor on your team? On this episode, Bernie speaks with an executive who has overseen or been a part of International expansions for many companies. Most importantly, he’s done so successfully and can share lessons...

How Any Business Can Build Long Term Profits Through Raving Fans

January 15, 2020 10:00 - 33 minutes - 28 MB

Subscribe to Modern Marketing Engine on your app of choice. Long term profits are like the constant heart-beat that keeps successful businesses running. Bernie’s guest on this episode has co-written an excellent new book that explains how neuroscience and the human connection can position your business for long term profitability through the creation of raving fans. David Meerman Scott is a well-known marketing expert, globe-trotting keynote speaker, and consultant whose body of work is ...

Why Customer Success Belongs in Marketing

January 08, 2020 09:30 - 32 minutes - 26.7 MB

Subscribe to Modern Marketing Engine on your app of choice If your Customer Success team isn’t contributing to your growth strategy, maybe this function is in the wrong department? Your customers not only need to be happy with what you sold them, they also need to have a great experience with your brand. Creating a team that is exclusively focused on providing that experience is one of the best ways to ensure customer happiness, loyalty and repeat purchases. But where does the Customer Suc...

All Together Now: Brand and Demand Generation

November 06, 2019 14:55 - 32 minutes - 27 MB

Subscribe to Modern Marketing Engine on your app of choice In a global marketing campaign, is it possible to focus on Brand Messaging and Demand Generation at the same time? The team at Nutanix has pulled it off incredibly well in their 2018 “Freedom” campaign and now in their new 2019/2020 “All Together Now” campaign, which launche in October 2019. The Nutanix brand focuses on bringing siloed technologies such as computing, storage, virtualization, and networking into an integrated single...

How to Market An Unknown Premium Brand

October 30, 2019 09:00 - 29 minutes - 24.5 MB

Subscribe to Modern Marketing Engine on your app of choice How does a company with a premium offering, but little or no brand recognition, market to a universe of buyers who assume that solution providers are all pretty much the same? It’s not easy or simple, but thankfully there are companies out there demonstrating there are ways to to build brand equity and gain the attention you need to set up their sales team for conversations with qualified prospects. This episode features, Dean Ni...

Should Marketers Use Gated Content? The Pros And Cons Of Both

October 23, 2019 09:00 - 28 minutes - 23.5 MB

Subscribe to Modern Marketing Engine on your app of choice Whether or not marketers should use the approach of gated content is a hotly-debated question. Should content be entirely free, or are there valid cases for gating content to ensure lead capture for your sales funnel? Bernie’s guest on this episode is James Kessinger, CMO of Hushly. James has spent his career in corporate marketing, product marketing, services marketing, field marketing, and partner marketing - leading both large m...

Voice of the Customer Insights Only Your Customer Advisory Board Can Deliver

October 16, 2019 09:00 - 33 minutes - 27.8 MB

Subscribe to Modern Marketing Engine on your app of choice On this episode of Modern Marketing Engine, you’ll hear from Kelly Bousman, Senior Vice President of Global Marketing for AVI-SPL about the powerful role a Customer Advisory Board can play in your business. Kelly says that a Customer Advisory Board is one of the most direct and effective ways to listen to the voice of the customer. When you are able to understand the experiences of your key customers you can develop products and ma...

The State Of Work For Marketing Leaders

October 09, 2019 09:00 - 33 minutes - 28 MB

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Marketing leaders across the globe have a challenging job - to help their marketing teams remain aligned with company goals and contribute to bottom-line results. It’s a tall order and one that is becoming increasingly more complex as technology saturates every area of business. For this episode of Modern Marketing Engine, Bernie speaks with Heidi Melin, Chief Marketing Officer at Workfront. She ...

Why Sales Enablement is Required for Modern Marketing

September 25, 2019 09:00 - 29 minutes - 24.3 MB

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts One of the hot, hot topics these days in the sales and marketing arena is sales enablement. To clarify the issues and highlight the importance of enablement for every sales organization, Bernie invited Jake Braly, Vice President of Global Marketing at Highspot to be his guest on this episode. The Highspot team provides a technology solution for sales enablement that prepares sellers to speak to...

Why B2B Marketing And Sales Is Broken And How To Fix It

September 11, 2019 09:00 - 35 minutes - 46.9 MB

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts B2B marketing and sales have always been close cousins, but Bernie’s guest on this episode of Modern Marketing Engine says that the advent of Account Based Marketing has made them even closer than that - and he says that when they get together as part of the same team, bottom-line growth of the company is the result.  Sangram Vajre is co-founder and Evangelist of Terminus, an account based mark...

Building A Bridge Across Marketing, Sales & Service For A 360 Degree View Of The Connected Consumer

August 28, 2019 09:00 - 29 minutes - 24.6 MB

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Today’s consumer is digitally connected across multiple devices. When interacting with a brand, the consumer expects personalized communication that speaks directly to them. Bernie’s guest on this episode discusses how to bridge marketing, sales, and service to deliver a great experience to the modern consumer. Niki Hall, CMO of Selligent an intelligent digital marketing technology platform desig...

Career Advice For Women In Marketing

August 14, 2019 09:00 - 33 minutes - 27.7 MB

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts The path to leadership in marketing can be a daunting one for women. Bernie’s guest on this episode is Tricia Sacchetti, VP of Worldwide Marketing for Learning Tree International, a leader in the IT training industry. Tricia shares the story of her journey to a marketing leadership role and provides actionable advice for women looking to have a fulfilling career in marketing including earning lea...

How To Harness Customer Conversations In Real-Time To Drive Results

August 07, 2019 09:00 - 27 minutes - 22.7 MB

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Understanding how customer conversations drive sales is a requirement in today’s data conscious business climate. With changes in technology happening daily, keeping up with what is and is not working in sales conversations is a must. Listen in as Bernie chats with Udi Ledergor, VP of marketing at Gong, about how customer conversations reveal key data points every business can and should use to i...

What’s Changed In My 15 Years Of Marketing Leadership

July 24, 2019 09:00 - 33 minutes - 28.1 MB

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts In his 27 years of marketing experience, Steven Handmaker has seen the industry evolve tremendously. Over the years, marketing has become equal parts creative and data science melded together, connecting the dots to help increase sales. Steven has been on the marketing team at Assurance since 2004 and on this episode, he shares with Bernie Borges how marketing has evolved in his time there. Assu...

Identify Conversation-Ready Leads Faster With An AI Assistant

July 17, 2019 09:00 - 39 minutes - 32.5 MB

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Bernie and his guests have discussed using AI assistant technology for increased marketing efficiency several times on the show and each time in a slightly different way. Bernie’s guest today is Kevin Colosimo, Senior Director, Digital Strategy and Innovation, North America Marketing at Oracle. Kevin describes how his team is augmenting their workforce with virtual sales assistants powered by AI ...

Why TCMA is The Third Stage Of Sales and Marketing Transformation

July 10, 2019 09:00 - 34 minutes - 28.7 MB

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Companies have used marketing automation software since the 1990s when the internet became widely accepted for business use. The focus of the first two stages of sales and marketing transformation was on automation and integration of the two departments in a direct selling model.  Bernie’s guest on this episode is Jay McBain, Principal Analyst, Channel Partnerships & Alliances, with Forrester. ...

The State of Digital Selling with LinkedIn in 2019

June 19, 2019 09:00 - 37 minutes - 30.8 MB

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Vengreso recently published an original report titled The State of Digital Selling with LinkedIn in 2019. We surveyed 862 B2B sales reps across five industries: professional services, technology, manufacturing, healthcare, and financial services to assess their digital selling skills. The sales reps were asked 10 multiple-choice questions about how they use LinkedIn in their sales activities to a...

Harnessing B2B Buyer Intent Signals In ABM

June 12, 2019 11:00 - 36 minutes - 30.2 MB

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts B2B marketing teams strive to derive actionable insights from the vast amounts of data they collect to generate viable sales opportunities through buyer intent signals. They must have a strong definition of their ideal customer profiles (ICP), their target market segments, brand identity, buyer’s journey, and more. However, the volume of data is too much for marketers to identify buyer intent sig...

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