Afleveringen
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In this special episode, we explore the evolution of B2B marketing with industry expert Jon Miller.
We discuss the transition from traditional MQLs to ABX, the challenges of the current marketing playbook, and the impact of AI on buyer-seller dynamics.
Jon shares insights on creating unique buyer experiences, the importance of positioning, and the need for a shift towards expert-driven marketing strategies.
The conversation culminates in practical recommendations for marketers navigating this new landscape.
Here are some of the key points we covered:
Traditional MQL-based playbook is broken due to:
- Buyer fatigue with standard tactics
- Anonymous buying behavior undermining marketing automation scoring
- Over-emphasis on measurable short-term metrics vs long-term value
- Tragedy of the commons - tactics stop working when everyone adopts them
- Email filtering and zero-click search reducing effectiveness of content marketing
- HubSpot reportedly seeing 80% drop in content traffic
AI’s Impact on B2B Marketing- AI will fundamentally change buying and marketing:
- Email filtering/summarization reducing marketing message reach
- AI agents emerging for both buying and selling
- Operational/junior roles most at risk (e.g. inbound SDRs, marketing ops)
- Companies still need significant headcount to scale (examples: Harvey AI - 422 employees, Clay - 556 employees)
- Challenge: How to develop experts without junior roles as stepping stones
- AI should automate the “ing” of marketing, letting humans focus on strategy
New Marketing Focus Areas
There are three key areas AI cannot easily replicate:
Unique Experiences -
- In-person events
- Field marketing
- Direct human interactions
Relationships -
- Community building
- B2B influencer marketing
- Partner marketing
- Warm introductions
Original/Creative Content -
- Based on proprietary data (like Gong’s approach)
- Truly unique creative work
- Focus on fundamentals: positioning, product-market fit
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Here you can find additional resources that we have mentioned during the episode:
Unspam Your Brand EBOOK The Definitive Guide to Smarter GTM™ with Account Intelligence and ABM/ABX
The Future of B2B Marketing: New Playbooks, Strategic Brands, and AI Agents (11 Predictions for 2025)
The 4 Ps of Marketing
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On episode 26 of ABX & Cocktails, Kfir speaks with Tracy Shirtcliff, CEO of Scope Better, about the changing landscape of pricing in professional services, the impact of AI, and the future of agency work. Kfir and Tracy discuss the challenges of traditional pricing models, the need for agencies to adapt to new technologies, and the importance of data-driven decision-making. Tracy shares her own insights on how to build a successful agency in the current environment and the significance of client engagement, as well as how agencies can stay ahead in 2025 and beyond.
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Zijn er afleveringen die ontbreken?
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In this conversation, Or Moshkovitz, Kfir Pravda, and Elad Ben David, Head of Creative at Wix, discuss the importance of creativity in marketing, the impact of AI on creative processes, and the need for collaboration between creative and performance teams. Elad shares his extensive journey in the creative field, emphasizing the significance of storytelling and the unique narratives behind products. The discussion also covers effective metrics for evaluating creative success and practical formulas for creating impactful content, since investing in creativity is essential for effective communication and storytelling. Creative content professionals should be involved in product development discussions. And, most importantly, loving the work you do enhances creativity and productivity.
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In this episode of ABX and Cocktails, Kevin White, Head of Marketing at Common Room, discusses the evolution of signal-based selling and how it differentiates from traditional intent-based platforms. Kevin breaks down the nuances of identifying and leveraging meaningful signals, sharing insights from his experience at Common Room and providing actionable advice for sales and marketing teams.
Key insights include:
Prioritizing sales signals and the strategies Common Room employs to generate pipeline efficientlyImportance of understanding a company's go-to-market motion and the value of specific signals in the sales process The role of LinkedIn in building brand awareness and the significance of optimizing for speed and learning in a competitive marketWant to learn more:
Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevbosaurus/Check out Common Room's 100+ Signals for Pipeline Generation: https://docs.google.com/spreadsheets/d/1Y3bbNPJ5tmOk2wlQO7ItWz3wzjM4tglPjlz6vnAqmwA/edit?usp=sharingHosted on Acast. See acast.com/privacy for more information.
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In this episode, Kfir Pravda and Ben Rotenberg dive focus on how AI, particularly Generative AI (GenAI), is reshaping business models and marketing strategies. They explore navigating niche markets, demystifying GenAI, and its practical applications in enterprises.
Key points covered:
The disruptive effect of AI on traditional agency models and project managementChallenges in marketing quantum computing due to its niche audienceThe potential of GenAI in enhancing lead qualification and personalization in marketingStarting with manual processes before automating with GenAITraining on GenAI tools is essential for effective useAI’s potential in enhancing data analysis and developing customized content for target accountsSetting realistic expectations with GenAI and avoiding the hypeBen Rotenberg’s contact details:
LinkedIn: https://www.linkedin.com/in/ben-rotenberg/
Mobile: +972-52-8025370
Personal Website: https://genaiforwork.xyz/en/
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In our latest episode, Kfir Pravda and Or Moshkovitz talk with Yuval Bramson, Global Head of B2B Marketing at Wolt, about his insights about his journey in building a B2B marketing strategy at the company. Yuval shares how Wolt transitioned from a food delivery service to a broader retail platform and the challenges that came with establishing a new marketing function. He highlights the importance of understanding the company’s internal dynamics, starting with simple strategies, and leveraging existing resources. Yuval also offers his experience with team building, securing buy-in for marketing initiatives, and his personal take on performance marketing as a foundation for growth.
Kfir, Or and Yuval also discussed:
Team building should be opportunistic, leveraging existing strengths.Deep product and industry knowledge is critical for effective marketing.Strategic persistence (or "nagging") can help secure investments.Flexibility and a willingness to learn are vital for marketersKnowing when to say no is key when resources are limitedOpen positions at Wolt:
https://careers.wolt.com/en/jobs?search=b2b&team=Marketing
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Dmitry Bergelson and Oleg Sobolev, co-founders of Extrovert, discuss on “ABX & Cocktails” the importance of relationship building in sales and how their tool helps sales teams maintain relationships at scale.
In this episode, Dmitry and Oleg shared their experiences and insights on several key topics:
Building relationships on LinkedIn and the challenges they facedDifferent use cases for Extrovert, including sales teams, account executives, marketing development reps, and customer success teams. The effectiveness of outbound outreach and the need for sales teams to diversify their outreach capabilities. The topic of authenticity in communication and the role of AI in reshaping salesThe need for human involvement in the sales process and the value of listening to customersDmitry and Oleg’s Contact Details:
Dmitry:
https://www.linkedin.com/in/dbergelson/
Oleg:
https://www.linkedin.com/in/osobolev/
Dmitry’s cocktail recipes:
Fairy Cat
80 white rum
80 peach liqueur
40 lime syrup
160 pineapple juice
TYPE: summer long drink
GLASS: highball / collins
METHOD: shake + add mixer
* * *
Angel’s Strike
40 White Rum
20 Cointreau (Triple Sec)
20 Heavy cream
10 Grenadine
TYPE: strong
GLASS: old fashioned, rocks or cosmopolitan
DECO: maraschino cherry
METHOD: mix rum and triple sec with ice, strain on fresh ice, add cream, slightly mix, add Grenadine and decorate
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In “ABX & Cocktails” 20th episode, we meet up with Avishai Sharon, CEO and co-founder of Trendemon, as we discuss the challenges and opportunities of modern B2B marketing.
Avishai shares with Kfir and Or his insights on several relevant topics including:
Why buyer anonymity is on the rise and the importance of understanding buyer interestsWhy’s there a need for alignment between teams for unified revenue intelligenceHow to shift from intent-based to interest-based marketingThe value of Quality human-produced content in the age of AITrends on website journey optimizationPractical strategies to demonstrate marketing ROI and adapt to changing buyer behaviors.Hosted on Acast. See acast.com/privacy for more information.
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In episode 19 of “ABX & Cocktails”, Kfir and Or speak with Daniel Zacks to talk about the challenges and considerations of evaluating and consolidating tech stacks in marketing and revenue operations.
The discussion covered:
Evaluate tools based on their value and fit for the organization's specific needs, rather than simply going for the best solution in the market.The impact of COVID-19 had on purchasing decisions and the need for data-driven justifications for expenses. Daniel shares his approach to evaluating tools and recommends considering factors like integration, cost, and onboarding ease.Links:
Daniel’s Newsletter: https://moperations.beehiiv.com/
Daniel’s WhatsApp community: To join the community, reach out to Daniel on LinkedIn.
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In this conversation, Kfir and Or chat with Alexis Martial from SaaScale. Alexis discusses the use of AI in sales and marketing, and explores how AI can be leveraged to scale sales processes and improve personalization.
The topics covered include:
The challenges of implementing AI tools and the importance of understanding the buyer's journey. The need for a strategic approach to AI and the importance of validating hypotheses before scaling. Intent data and the challenges of using it effectively. A targeted approach to AI in sales and marketing.Resources:
Alexis- Martial - Linkedin profile
Clay
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Listen in to G2’s VP of Revenue Marketing, Robin Izsak-Tseng, where she explores why and how to use second party data to increase revenue efficiency when selling to enterprises.
She also discusses actionable strategies to effectively harness and activate intent data across your marketing and sales efforts, which will take you from understanding to measurable outcomes.
The topics covered include:
Unveiling Buyer Intent's Three Pillars for market dominance and revenue efficiency.Decoding the Buyer's Journey to personalize your marketing strategies.Activating Intent Data for effective enterprise engagement and revenue growth.Leveraging G2 Data to grasp enterprise buying behaviors for strategic targeting.To view the original webinar session, click here: https://pmg.team/leveraging-g2-data-for-strategic-enterprise-sales/
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Episode 16 of “ABM & Cocktails” connects with Adir Ron, CMO of Duve, a guest experience platform for the hospitality industry, from small vacation rentals to targeting larger hotels and chains. Adir discusses the challenges and strategies involved in transitioning to larger hotels and chains, including realigning the marketing team, reshaping the marketing materials, and implementing an account-based marketing (ABM) approach.
In this episode, we cover:
The importance of understanding the pain points of the target audience and creating tailored messaging and materials for different roles within the buying committee Technical challenges faced during transitions and the need for a well-constructed funnel and ongoing marketing involvement throughout the customer journey The challenges and successes of implementing an Account-Based Experience (ABX) strategy The process of aligning a Salesforce instance and building an outbound team from scratch.Hosted on Acast. See acast.com/privacy for more information.
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In this ABX & Cocktails episode, Shiri Katalan, Head of Growth at GlobalDots, shares her unconventional and creative marketing strategies.
During our conversation, we touch upon:
The importance of creating memorable experiences at conferences and events. Examples of how she has used lemons and origami to attract attention and engage with potential customers.The need to think outside the box and have fun in marketing, and provides tips for generating creative ideas.Hosted on Acast. See acast.com/privacy for more information.
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“ABX & Cocktails” revisits the topic of gifting, our third episode in the series. The podcast explores the power of gifting as a marketing and sales strategy, and the importance of personalization and understanding the recipient's interests and preferences.
In our discussion, we cover:
How different departments within an organization that can leverage gifting, such as marketing, sales, and customer success, at different stages of the customer lifecycle.The need for a well-established understanding of the ideal customer profile (ICP) Integrating gifting into existing workflows and systems. Ethical considerations and regulations surrounding gifting, such as bribery laws, should be taken into account when implementing a gifting strategy.Success in gifting can be measured through metrics like gift redemption, response rates, and account-to-opportunity conversion.You can listen to the other gifting episodes in the series below:
E7 - [Gifting Series] Maya Erenberg, co-founder of CorporateGift.com
E8 - [Gifting Series] Alex Olley, co-founder of Reachdesk
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Listen in to our in-person Intent Meetup:
Or Moshkovitz - Appsflyer:
Or emphasizes understanding individual motivations beyond demographics and introduces the concept of intent signals, such as online behavior and engagement, as crucial for effective sales and marketing. He cautions ag9ainst rushing into expensive platforms without clarity on objectives.
Kfir Pravda - PMG:
Kfir addresses the audience's experiences with intent platforms and emphasizes the importance of readiness and specific goals before investing in them. He introduces different types of intent solutions and provides cheat sheets for evaluating readiness and choosing the right type of intent. Key use cases for intent include segmentation, content personalization, timely outreach, and sales and marketing alignment. Finally, he offers insights into automating intent-based workflows for scaling revenue operations.
Roi Kaufman - Kaltura:
Roi emphasizes leveraging first-party data, particularly from events and webinars, for better ABM outcomes. He highlights the significance of prioritization, personalization, and sales collaboration in maximizing collected data's value. Kaltura's approach involves using event data to improve engagement, accelerate conversions, and influence opportunities. Roy encourages marketers to explore and analyze their existing data to refine targeting and enhance marketing effectiveness.
Adi Hagag - MetaMatch:
Adi discusses the importance of second-party intent data. He highlights understanding data sources, crafting compelling messaging, creating multi-channel experiences, and enabling seamless sales activation. Adi suggests evaluating vendors through recall precision tests and aligning conversion mechanisms with buyer perspectives for effective results.
Daniel Bleichman - Cato Networks:
Daniel discussed leveraging intent data for marketing and sales at Cato Networks. Despite competition from larger companies, they were able to focus on reaching relevant buyers effectively. Cato’s strategy involves using multiple intent vendors to target accounts and contacts based on different signals, prioritizing personalization and ensuring sales alignment. Daniel has seen success with high conversion rates from sourced intent contacts and increased productivity for SDRs using intent tools.
Followed by a panel that covers various aspects of intent data and its application in sales and marketing strategies.
To view the video recording of the event, please click on the following link: https://pmg.team/how-to-master-intent-watch-recording/
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In our new episode, Sumner Vanderhoof, CEO of Propensity, discusses their account-based marketing (ABM) platform and how it caters to smaller growth teams.
In our discussion, we touch upon:
How Propensity focuses on providing ABM campaigns quickly and integrating them into sales automation tools, resulting in highly qualified MQLs. Sumner shares the history and background of Propensity and how they identified the need for a platform that serves smaller accounts.The importance of aligning marketing and sales and utilizing multiple channels in ABM campaigns.Hosted on Acast. See acast.com/privacy for more information.
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Jonathan Raveh, Founder of GRAND, a thought Leadership agency that builds and boosts professional brands for founders, executives, and employees, at the service of their organization.
We discussed the trend of outsourcing thought leadership writing and the importance of professional content on LinkedIn.
In addition we also addressed the role of AI in writing, his client onboarding process, and tips for effective writing.
In our discussion, we touched upon:
Writing about professional expertise on LinkedIn can help individuals become thought leaders and create an impact in their domain.AI tools are not yet capable of replacing human writers due to their inability to create valuable content and address the emotional challenges of posting on social media.Measuring the impact of writing posts on LinkedIn can be challenging, but indicators such as network requests, profile views, and shares can provide insights into the effectiveness of the content.When writing posts, it is important to focus on the challenges of a specific industry or vertical and offer valuable insights and solutions without excessive promotion.Writing short, frequent posts on LinkedIn can be more effective than lengthy, infrequent posts in reaching and engaging with the target audience.See here for more episodes
Join our ABX community on Facebook
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In our recent podcast, Yuval Tesler from SysAid, discusses the AI capabilities enhancing service desk operations and potentially reducing support staff. He also shares insights on his role in acquiring new businesses, emphasizing the importance of engaging multiple personas in the sales process. Additionally, Yuval explores the use of Drift and SalesLoft for sales engagement and their measurable impact on pipeline creation and deal cycle reduction, concluding with the significance of tool orchestration and integration.
In our discussion, we touched upon:
The potential for AI capabilities to enhance service desk operations, leading to quicker issue resolution for end users.How the adoption of AI might alter the business model of organizations, potentially diminishing the requirement for support staff.The effectiveness of multi-threading and engaging multiple personas in the sales process, which can boost win rates and expedite deal cycles.The utility of tools such as Drift and SalesLoft in improving sales engagement and generating measurable impacts on the pipeline.Hosted on Acast. See acast.com/privacy for more information.
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In our new episode , Roi Kaufman from Kaltura, discusses the implementation of Account-Based Experience in a diverse market and emphasizes the importance of alignment between marketing and sales in order to achieve ABX success
In our chat, we covered
Implementing ABX requires alignment between marketing and sales teams.A focused approach is crucial for ABX success, with specific criteria for account selection.First-party data is key for personalization and intent-based marketing.Tailoring content and initiatives to specific industries and regions enhances engagement.ABX initiatives should be constantly tested and optimized for maximum impact.Hosted on Acast. See acast.com/privacy for more information.
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In our second gifting session we met Alex, co-founder of Reachdesk and learned about the power of gifting and personalization in B2B marketing and sales. Alex shares the story behind the company and its unique value proposition.
In our chat, we covered :
Personalization is key in gifting, and the power of choice for the recipient is important.Gifting can be a valuable tool in the B2B marketing and sales process, particularly in key moments such as job changes and events.Metrics such as pipeline generated and closed-won revenue are important for measuring the success of gifting initiatives.Rolling out a gifting initiative requires alignment between sales and marketing, as well as buy-in from all teams involved.Follow-up is crucial in gifting, with 75% of recipients not responding immediately. Timing and personalized content in follow-up can enhance the overall experience.You can listen to the other gifting episodes in the series below:
E7 - [Gifting Series] Maya Erenberg, co-founder of CorporateGift.com
E14 - [Gifting Series] - Gifting Summary with Kfir & Or
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