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B2B Uncovered

ResearchHQ

20 episodes

9 months ago

In this episode, Paul Denham talks with Steffen Hedebrandt, CMO and Co-Founder of Dreamdata.io, about unlocking B2B buying group journeys to drive revenue faster. B2B buying behaviour has changed in the last few years. Self-directed customer research has replaced the traditional funnel. With between six and ten people now involved in a typical buying group with an organisation, it's far from a linear progression from start to purchase decision. So how do we better understand what is going o...

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In this episode, Paul Denham talks with Steffen Hedebrandt, CMO and Co-Founder of Dreamdata.io, about unlocking B2B buying group journeys to drive revenue faster. B2B buying behaviour has changed in the last few years. Self-directed customer research has replaced the traditional funnel. With between six and ten people now involved in a typical buying group with an organisation, it's far from a linear progression from start to purchase decision. So how do we better understand what is going o...

Show more...

Episodes (20/20)

B2B Uncovered

Unlocking B2B Buying Group Journeys to Drive Revenue Faster

In this episode, Paul Denham talks with Steffen Hedebrandt, CMO and Co-Founder of Dreamdata.io, about unlocking B2B buying group journeys to drive revenue faster. B2B buying behaviour has changed in the last few years. Self-directed customer research has replaced the traditional funnel. With between six and ten people now involved in a typical buying group with an organisation, it's far from a linear progression from start to purchase decision. So how do we better understand what is going o...

3 years ago

44 minutes

B2B Uncovered

The Pros and Cons of Using an ABM Platform

In this episode, Paul Denham talks with Naseef KPO, B2B Marketing Leader, Speaker and Mentor about all things ABM, in particular his experience using ABM platforms. Naseef’s role as leader of the marketing analytics function for an enterprise-sized organisation put him at the centre of selecting, implementing and driving value from an ABM platform. I was curious to understand what type of ABM platforms there are and the challenges around deriving value from these investments. Nase...

3 years ago

57 minutes

B2B Uncovered

ABM – Up Close and Personal

In this episode, Paul Denham talks with Kristina Jaramillo, President of Personal ABM. The topic of the conversation centres on 'personal' ABM and how it can bridge sales and marketing to close accounts that are in the 60% of the market that's stuck in the status quo, with the aim of increasing marketing's influence over revenue. Personal ABM speaks to the people within target accounts to create a human bond. It goes directly to key decision-makers and influencers with insights...

3 years ago

48 minutes

B2B Uncovered

Marketing when up against an 800-pound gorilla

In this episode, Paul Denham talks with Corina Ludwig, President of FunctionFox about marketing in a very crowded market, including against competitors akin to 800-pound gorillas with very deep pockets. 22 years ago, timesheet and project management tools were few and far between. There were about five competitors of FunctionFox when it launched. Today there are 3000+ Learn how a small fish in a big pond with just a fraction of its competitors' budgets survived and thrived by being ...

3 years ago

45 minutes

B2B Uncovered

How to Unlock Insights from Customer Interviews and Turn into Marketing Actions

In this episode Paul Denham talks with Ryan Paul Gibson, Founder at content lift. The topic of the conversation centres on 'How to unlock the insights from customer interviews and turn these into marketing actions'. Ryan is a guy who only talks to customers – to figure out why they buy. And he's good at it. Very good. We explore the following: What types of customer interviews are there?Why bother with customer interviews? Actionable steps to get goingTo compensate for interviews or n...

3 years ago

49 minutes

B2B Uncovered

Account-Centric Social Selling – How Your Organisation Can Win

'Marketing needs to shift its game and change its conversation’… to be successful, ‘we need to start thinking about relationship-driven business growth’. How does account-centric social selling help achieve this? How do I implement this organisation wide? Some of the issues and questions Sarah Goodall, Founder & CEO at Tribal Impact addressed when she spoke with Paul Denham, the host of the B2B Uncovered podcast. If there’s one person who knows what it takes to align social selling ...

3 years ago

45 minutes

B2B Uncovered

B2B Storytelling That Develops Revenue & Growth

In this episode Paul Denham talks with Andrew Hoerner, fractional CMO for several high growth SaaS startups, most recently the EVP Global Marketing at Symphony, a double unicorn status fintech backed by Goldman Sachs and other banks. Andrew shares with us his passion for telling stories that turn into revenue and growth, using examples including from Slack & Symphony. We delve into the art of B2B storytelling - dealing with competitors; building marketing teams with the right skillsets ...

3 years ago

51 minutes

B2B Uncovered

Product Management – Real World Example from Start-up to Enterprise

In this episode Paul Denham talks with Craig Hanna, Director of Product Management at Acquia. The topic of the conversation revolves areal world examples of product management from start-up to enterprise. Craig takes us through his journey from start-up to being acquired and the challenges faced within very different environments. It's a journey not without its hitches and lessons to be learned. What we do learn is that successful product development is far more complex than just cre...

3 years ago

48 minutes

B2B Uncovered

Positioning – What It Is and How To Nail It

In this episode Paul Denham talks with Jamie Barnett, Advisor and Board Member to high tech start-ups about product positioning. Very few companies get their positioning right early on, sometimes ever, and this ultimately has a detrimental knock-on effect, with the worst case scenario where the company fails. But this can be easily fixed with the right steps. Jamie shares her advice and experience both as a CMO and a board advisor helping high-tech companies understand and communicat...

3 years ago

50 minutes

B2B Uncovered

How to Ensure an ROI from your Buyer Personas

In this episode Paul Denham talks with Adele Revella, CEO & Founder of Buyer Persona Institute about ensuring an ROI from buyer personas. We talk about the critical relationship between the B2B buyer journey and buyer personas and how to ensure you're not just going through a tick-box exercise. Adele's advice is clear and uncompromising. Based on her decades of experience in B2B marketing, we delve into the Five Rings of Buying Insight framework that Adele created that empowers marketer...

3 years ago

57 minutes

B2B Uncovered

Engaging Target Buyers on Using a Buyer Centric Framework

In this episode Paul Denham talks with Vladimir Blagojević, Co-Founder at FullFunnel.io about engaging B2B buyers using a buyer centric, rather than a seller centric framework. Based on a case study that generated 1300 leads from a content download, we explore why this failed when six months later there were just two opportunities and no sales. We dig deeper into this on the podcast and focus on what needs to change for marketing to meet the needs of buyers in today's world rather than stuc...

3 years ago

57 minutes

B2B Uncovered

Getting ABM Going in a Small Medium Sized Business

In this episode Paul Denham talks with Perryn Olson, VP Marketing at REX, a construction, engineering and technology firm about getting ABM started in a small, medium sized professional services business. (approx 75 employees) Our discussion covers the eight step program that Perryn put together after taking a deep dive into Account Based Marketing (ABM). He then introduced the concept to his leadership team and gained buy-in. Although early days in the roll-out, the eight steps helps...

3 years ago

1 hour 2 minutes

B2B Uncovered

What is the future for B2B events?

In this episode Paul Denham talks with Ankush Gupta, Founder at Eventible, the world's first B2B events review platform. Think G2 for events, not software and you'll be on the right track understanding Eventible. Our discussion covers Ankush's journey early on with his idea after travelling to Dreamforce and realising there was no reliable online destination to help make decisions about whether to invest the time and cost of travelling to events. Eventible was born – but so too ...

3 years ago

46 minutes

B2B Uncovered

How to Develop a RevOps Culture, Process and Tools Stack

In this episode Paul Denham talks with Philippe Ruttens, B2B Revenue Marketeer & Fractional CMO, about RevOps – what it is and the challenges Philippe has experienced and overcome in developing RevOps within several organisations during his career. Getting an organisation all rowing in the same direction around a business function that aims to maximise an organisation's revenue potential is what RevOps is about. But as we learn from this conversation this comes with significant challeng...

3 years ago

58 minutes

B2B Uncovered

Why B2B Marketing & Sales Should Care About Analyst Relations

In this episode Paul Denham talks with Duncan Chapple, Head of Analyst Relations at CCgroup about the role analyst relations (AR) plays in helping tech firms grow and thrive in today's super competitive markets. A long held issue has been a lack of understanding, or misunderstanding about analyst relations among B2B marketers and sales professionals. And in this episode some of these are addressed head-on with no holds barred, debunking myths and shining a light into the darker recesses. Wh...

3 years ago

58 minutes

B2B Uncovered

Ideal Customer Profiles That Create Value

In this episode Paul Denham talks with Hans Bunes and Zsuzsanna Ferenczi from Bunes & Ferenczi about the Ideal Customer Profile (ICP), without which the foundation of good marketing and sales is on shaky ground. But not all Ideal Customer Profiles are created equal. Hans and Zsuzsanna generously share some of the secrets of their success in helping numerous organisations both large and small nail down their ICP. The benefits of underpinning every aspect of the sales a...

3 years ago

51 minutes

B2B Uncovered

Transforming Marketing & Sales with a Data Science Approach

In this episode Paul Denham talks with Johan Abadie, Senior VP Marketing at Mediafly, about transforming marketing & sales with a data science approach. The start of the pandemic in early 2020 was a turning point for Johan and his team as he embarked on a mission to rid his organisation of data silos, radically improving the synergy between marketing and sales teams. Johan shares this transformational journey revealing insights including key hires, mindset shifts, hard lessons learned a...

3 years ago

56 minutes

B2B Uncovered

Marketing in 2025 - The Future of Skills and Technology

In this second episode Paul Denham talks with Matt Heinz who is the President of Heinz Marketing about how marketing might look in 2025, the future role of technology and changing skill sets. This engaging conversation looks at the evolving modern integrated organisation comprising marketing, go-to-market, sales, customer success and even product. Touching on owned media, rented media, martech, changing skill sets, leadership, culture, customer obsession, chief market offic...

3 years ago

32 minutes

B2B Uncovered

The Modern Sales Conversation – Through Content

In this first episode Paul Denham talks with Steve Brothers who is the Founder and CEO at Splashmetrics about the role that content plays in the modern buying journey. Over the last few years buyers have become less inclined to speak to salespeople until late on in their buying journey, yet expect content to deliver the same level of information through self discovery. How is content rising to this challenge and what exactly is smart content? Join us on this episode where all is ...

3 years ago

40 minutes

B2B Uncovered

Hey, it's a new kid on the block – Who, What & Why

This is episode 0.5 – a short few words from the host, Paul Denham on why he started the B2B Uncovered podcast

3 years ago

2 minutes