In-person events are making a comeback! Join us as we explore how Adam Beck and his team at CADENAS Parts Solutions took their idea for an industry-specific B2B marketing event from concept to sold-out reality.
Learn key insights on event strategy, including:
- How to determine there is demand and find the right audience for your event idea
- Tips for starting small by piggybacking onto established industry conferences
- The step-by-step process for organizing speakers, venue, promotion across virtual and print channels
- Measuring success via website traffic, customer feedback, and revenue impact
Whether you're looking to organize your first ever event or make an existing one even better, this episode will give you the tools, mindsets, and skill sets needed to create an incredibly valuable in-person experience.
#B2BMarketingLeaders #EventMarketing #BusinessGrowth
In the 50th episode of the Master Marketer show, Kacy Maxwell, the CMO at Provisions Group, author, and entrepreneur joins our hosts Mike Grinberg and Gaby Israel Grinberg. He talks about his extraordinary journey in marketing, his work as an author, and business startup, Sketchwell. They dive deep into LinkedIn strategies, unraveling how a powerful narrative can help drive personal and business connections effectively. "You're just sharing to start a conversation around," Kacy Maxwell instills the idea of using LinkedIn more as a platform for meaningful conversations rather than just for promoting one's brand or services. What else is in it for you?
- How can transforming LinkedIn activity into a conversation foster a more genuine and engaging presence?
- What are the common mistakes and strategies to enhance one's LinkedIn presence?
- Why is it important to have a strong point of view while avoiding grandiose claims?
- What is the framework implemented by the Provisions Group to assess their team members' strengths, expertise, and personality traits?
- How can one leverage LinkedIn for effective lead generation?
Delve into these questions and more about digital marketing and content strategies with the Master Marketer Show.
Join us as Mike Grinberg sits down with renowned marketing expert, Dr. Marcus Collins, to explore the role of culture in modern businesses. Discover how understanding and leveraging culture can enhance your B2B marketing strategies and drive impactful results. Gain valuable insights into community-led growth, aligning company culture with core strategies, cultivating a positive internal culture, and the influence of brands as cultural signifiers. Don't miss this enlightening conversation with Dr. Marcus Collins, where mindset, skill sets, and tool sets converge for B2B marketing success.
In this episode of Master Marketer Show, host Mike Grinberg sits down with Mark Stouse, founder and CEO of Proof Analytics, to delve into the often overlooked elements of time lag and opportunity cost in the B2B marketing landscape. Discover how understanding these factors can optimize your marketing efforts and drive revenue effectively. Gain actionable insights into leveraging data, analytics, and relationship-led growth strategies for business success. Don't miss out on this valuable conversation with two marketing trailblazers!
In this episode of Master Marketer Show, host Mike Grinberg sits down with Travis Bradshaw, Director of Marketing at Armanino LLP, to discuss the mindsets and skillsets marketers need to prove ROI and gain buy-in during economic uncertainty. They cover how to build strong relationships with revenue and finance teams, adopting a business-minded approach, leveraging data and AI tools to maximize resources, and staying nimble to changing business landscapes. Tune in for actionable insights on positioning marketing as a revenue driver.
In this episode of The Master Marketer Show, join host Mike Grinberg as he delves into the world of B2B product marketing with Mary Keough, Head of Marketing at Map my Customers. Discover the core concepts of product marketing, the importance of customer insights, and the evolving role of product marketing as companies grow. Gain valuable insights into strategies for a customer-obsessed mindset, and other necessary skillsets for product marketers. Explore Mary's unique approach to customer research, marketing tools and frameworks, and harnessing the power of LinkedIn. Don't miss out on optimizing your B2B marketing game with this enlightening discussion!
Let’s face it: times are tough across the board. With a lot of financial uncertainties to consider, companies are scrutinizing their expenses with finer tooth combs, ensuring that there is absolutely no wasted time or efforts. For workers, this means being able to prove that your work is making an active difference for your company. While that doesn’t mean that you need to be directly responsible for revenues, it DOES mean that you should be moving the needle of productivity in some way.
This week, we welcome Mason Cosby back to the show to discuss the necessary steps that workers should take to prove your worth as a marketer. Mason is a Podcast Host, Ambassador at GTM Partners, and the long-term Director of Demand Generation for Sales Assembly. Suffice to say, Mason knows quite a bit about the work, the skills and the people it takes to bring a product to market. How did Mason get into his work, what were some of the mindsets that led him down this career path, and how did partner relationships drive many of his core decisions?
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For any business, at the end of the day, it is important to look at the correlation between it’s marketing efforts and it’s pipeline. Trackability ends up being one of the top focuses for a company like Mason’s — and with that comes the importance of having the skill to track specialized data in the first place. No single source of marketing is a single cause of success. What matters is that the actions are happening, and that the pipeline continues to move and generate business.
In a qualitative sense, Mason looks to tactics as simple as social media mentions, engagements, and other metrics to indicate how his company is breaking out of it’s existing mentions to larger audiences. In creating more publicly accessible content (the type that stretches beyond existing audiences), Mason and his team at Sales Assembly see more and more people viewing and talking about their operations.
A bit more about Mason:
Mason Cosby hosts a variety of talents as a thought leader in the marketing space. Since February 2023, Mason has acted as the Director of Demand Generation for Sales Assembly, a company that provides crucial educational tools that combine strategic skills development, peer communities and other learning platforms. Mason is also the host of The Marketing Ladder podcast, a podcast dedicated to learning how to grow a marketing career from today’s leaders.
Connect with Mason:
Connect with Mike & Gaby @ Proofpoint Marketing:
“Culture” is starting to feel like more of a generality, don’t you think? Companies fall back on pleasantries when describing day-to-day operations, and the one word that always comes up is “culture.” But what is good culture, and why is it so difficult to define? After all, team members need (and deserve) more than a pat on the back and a pizza party to establish company culture.
In this week’s episode, we speak with the Chief Marketing and Strategy Officer for Nymbus, Allison Netzer, for a conversation on company culture, and employer brand as an output of a culture-focused business. Is culture a measurable component of your brand? Is it possible to master culture while growing a brand?
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One of the very first things the Nymbus CEO did to improve company culture was to make every employee a shareholder. The second thing they did was avoid the glitzy executive hires first. Third, everything from hires to layoffs happened in the public space, making for a tremendously transparent company.
By making every employee a shareholder, workers were given equal value, and thus a reason to care about the solution and the product/service that Nymbus sells. This has put Nymbus in a tremendous sales point that has been both successful and fun, despite any difficulties that come from the financial services industry.
A bit more about Allison:
Allison Netzer is a best-selling author and the Chief Marketing and Strategy Officer for Nymbus, a company dedicated to assisting the banking industry and global financial service organizations with breakthrough banking tech products. Her 2022 book Think Like a Brand, Not a Bank has been praised for its no-nonsense deep dive into the emerging landscape of financial technology. Allison has kept a keen eye on data trends her whole career — one that includes over 20 years of experience helping companies like Aetna, Cisco, Southwest Airlines, and The Dallas Cowboys.
Allison has been lauded as a Top 30 Fintech Marketer AND a Top 25 Global Woman in Fintech.
Connect with Allison:
Connect with Mike & Gaby @ Proofpoint Marketing:
Proofpoint Marketing Website: www.proofpoint.marketing
“Tell me a little more about your business.” It’s a simple request that generates simple answers — 70-90 percent of sales generated come from workers, focused relationships, and referrals. The conversation gets a little trickier with the follow-up questions, particularly this one: “What’s stopping you from accelerating revenue growth?”
This week, we sit down with David Rush, the CEO of SmallWorld for a discussion on the business relationships that drive and generate revenue. What are the misconceptions about referrals, who generates them, how do you start a referral program, and what do they mean for your business?
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For David, referral programs are a crucial component of business growth. In his experience, any sales marketing team needs to look at the size of a pipeline and its quality. When looking into conversion rates, David sees that people will say “yes” to 83% of referrals, and the actual meeting is scheduled about 71% of the time. Compared to other methods (like the dreaded cold outreach), the effectiveness is not only greater, but the meetings take place quicker. In business, weeks are always better than months when it comes to making deals. That type of success doesn’t come without an effective referral system, which David and the team at SmartWorld continue to perfect.
A bit more about David:
David Rush is the CEO of SmallWorld, a company dedicated to unlocking relationships available to companies for warm introductions and referrals and, in doing so, reducing the cost of customer acquisition. David is an entrepreneur in heart and practice, having previously held executive roles at tech companies like Earshot and DialogueTech. David was inspired to develop SmallWorld through a passionate belief that connection drives growth and ultimately has a direct impact on top-line revenue.
Connect with David:
Connect with Mike & Gaby @ Proofpoint Marketing:
Proofpoint Marketing Website: www.proofpoint.marketing
It’s a little bit of everything, all of the time. Content is EVERYWHERE, and for many, it is EVERYTHING. Trends come and go, and millions upon millions of viewers are seeking the next “viral” video. The next “best” thing. If anything’s changed in marketing (or, rather, content creation), it’s that there are more content creators than ever, making for a busy space that keeps on growing. Add Artificial Intelligence into the mix, and you have thousands of hours of content produced DAILY. Exhausting, right?
This week, we sit down with Brian Wallace, the co-founder of NowSourcing, for a discussion on the modern content environment. What happens to consumers when so much content is available? For marketers, what does it take for them to not throw their laptops at a wall and, instead, work to break through the noise? What does it mean for modern content to be not only entertaining but valuable to a consumer?
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As a marketer, you may be inclined to look at vanity metrics as your company’s most successful qualities — in the case of social media, for example, you may see more followers as a success when in reality more followers do NOT equate to more sales. Brian implores you to look deeper than that — two circles of a Venn diagram where you’re either working for a high-profile company or an amazing company that achieves your ideal output. The “middle” of the Venn diagram is the sweet spot - amazing companies that do amazing things.
Brian looks to the story of Moneyball as a great example. Scouts, at one point in time, sought out players that “looked the part.” The flaw with that is, while a person may look like a baseball player, they lack all the necessary fundamentals to succeed, meaning the team as a unit was destined for failure. The same applies to marketing. It is A LOT more scrappy. Data isn’t always pretty, but it is necessary for forecasting and success. Effectively, Brian works to break through the noisy, busy content spaces by implementing processes that look past vanity numbers and flashy data for content that is effective, useful, and relevant.
A bit more about Brian:
Brian Wallace, the co-founder of NowSourcing, an infographic design agency with offices in Kentucky and Ohio. NowSourcing’s vast portfolio sees them assisting businesses ranging from startups to Fortune 500 companies.
Brian’s focused mindset has garnered him accolades from the likes of Google, which has named him a top Small Business Advisor since 2016.
Connect with Brian:
Connect with Mike & Gaby @ Proofpoint Marketing:
Proofpoint Marketing Website: www.proofpoint.marketing
The value of creativity only gets stronger as the industry adapts to consumer needs. However, do advances in technology necessarily require more and more complexity? In many cases, it doesn’t! Even commercials on TV and streaming services are utilizing more and more vertical-style videos from the consumer’s POV. As marketers adapt to trends, so must their creative content. What are marketing teams doing? In this episode, we speak with Amrita Mathur, the VP of Marketing at Superside, on her team’s approach to creativity, and what it means for their partners.
Her mindset on creative marketing didn’t come quickly; in fact, it wasn’t something she considered strongly before joining the Superside team. Still, her shift in mindset and her approach to marketing with Superside has landed them tremendous partnerships with big tech companies, including Meta. How does creative get a proper seat at the table?
Let’s get started!
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At Superside, Amrita has been pleased to offer positive results to clients, including a reduced cost of customer acquisition, virality, product launches, and reduced cost of assets. For Amrita’s team, costs due to efficiency have been reduced dramatically, allowing room for more opportunities and innovation. One of those innovations came by chance; turning attention to the incorporation of blogging and video, Amrita’s team recognizes that the hybrid (that is, including links to their videos within their blogs) was improving their ranking on Google — something that allowed them to expand on their strategy with new hires.
A bit more about Amrita:
Amrita Mathur is the VP of Marketing at Superside, a leading “Creative as a Service” company. As the first member of their marketing team, Amrita focuses much of her effort on Business Strategy, Go-To-Market Strategy, and building Superside’s organization for success. She is also the host of the Gather & Grow Series, Superside’s interactive series covering topics on the intersection of design and marketing growth. Amrita and her team revolutionize design at scale for ambitious brands like Amazon, Meta, Shopify, and Coinbase.
Connect with Amrita:
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How easy is it for a marketing company to effectively produce a video? The answer is a lot simpler than you think — of course, the effectiveness comes down to proper orchestration and thoughtful planning, but even companies equipped with nothing but a smartphone have the opportunity to put out something great. In this episode of the Master Marketer Show, we sit down with Tara Robertson, the Head of Demand Generation at Chili Piper, for a discussion on effective
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How has a focus on video production played out for Tara & the team at Chili Piper? Recently, their efforts have amassed them over 1,000 subscribers on YouTube — that’s no easy feat! They’ve also expanded their following to over 50,000 followers on LinkedIn, and 50,000 total podcast streams (and counting!). Video has become a crucial touchpoint for everything from blogging to customer support, and the team is roughly able to attribute nearly $3 million in the Chili Piper pipeline to video production.
A bit more about Tara:
Tara Robertson is the Head of Demand Generation at Chili Piper, the only complete Meeting Lifecycle Automation platform built for teams. With a career in marketing dating back to 2009, Tara has expertly adapted to the business environment and curated the leadership skills that many of us dream of. As a B2B marketer with over 10 years experience in various marketing roles. Tara also works to connect with B2B marketers by writing newsletters and hosting the official Chili Piper podcast Demand Gen Chat.
Connect with Tara:
Connect with Mike & Gaby @ Proofpoint Marketing:
Proofpoint Marketing Website: www.proofpoint.marketing
It’s a hot take to say B2B is boring, but when compared to the glitzy nature of B2C, we can see the concern. Unlike the commercials intended for consumers (the ones with the A-List celebrities that are on 100 times a day), B2B marketing is not exactly glamorous by comparison.
Fret not, for our latest guest can confirm that B2B does NOT have to be boring! In this episode, we sit down with Tim Davidson, Senior Manager of Digital Marketing at Directive Consulting, for an insightful discussion on content creation in B2B Marketing. A champion of the B2B market, Tim has repeatedly asserted that no matter what you think about B2B, it’s the PEOPLE behind the marketing that makes it unique.
How do you hire the right people in B2B, and what role does the influencer play in B2B marketing strategies? And more specifically, what role does personal branding play in your career as a whole?
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Before taking action, Tim found himself watching LinkedIn and TikTok content that took a unique twist on user engagement, leading him to the unique production style that he implements today. From his perspective, being an influencer is not just about authority, it’s about building community and keeping consistent.
Since assuming his position at Directive, Tim has overseen over $500,000 in new business revenues and over $1 million in the pipeline. As we can all imagine, that doesn’t come easy. By focusing on an influencer mindset, Tim has also actively been able to pull in potential customers because of his Tiktok, LinkedIn, and Podcast presence.
The benefit? Being noticed by content from enthusiasts and customers alike produces a tremendously positive outcome that, despite being financially intangible, puts Tim lightyears ahead of similar companies who don’t put in the effort.
A bit more about Tim:
Tim Davidson is the Senior Manager of Digital Marketing at Directive Consulting, a performance marketing company designed for the tech industry. In 10 years, Directive has generated over $1 Billion in revenue for its clients, largely due to leaders like Tim championing their teams and the influencers they partner with.
Tim is an advocate of personal brand-building — his unique approach has amassed him over 11,000 LinkedIn Followers and 3,200 TikTok followers. Many may recognize Tim for his B2B-focused sketches and his incredibly popular Exotic Fruits video series, where he samples exotic fruits while offering vital information for B2B Marketers.
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Connect with Mike & Gaby @ Proofpoint Marketing:
How much weight are you putting behind your branding? Is it the core of your marketing, or are you hoping that your product speaks for itself? Branding is a time-consuming process, and many companies don’t have the budgets or teams to successfully manage branding efforts. However, that doesn’t change the fact that branding is an investment into your product’s effectiveness in the global market.
Today, we speak to Lauren Lynch, the Director of Marketing at Set Solutions, a Houston-based cybersecurity consulting company, on her approach to branding and building awareness, and thriving within the parameters of small teams.
Are her strategies replicable? Can Lauren’s tactics apply to your business?
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Lauren sees the majority of her results from LinkedIn Livestreams (though not in real-time — viewership tends to grow after the podcast is complete). Effectively, these results are coming in the form of engagement, and as we all know, more engagement means more visibility, and visibility is crucial for branding. It gets trickier when it comes to trackability — after all, channel partners want & deserve tangible results. For this reason, Lauren is pivoting to include paid ads campaigns in her podcasting efforts so that Set Solutions can determine where podcast viewers are coming from, and their qualifications as leads. So long as these metrics add value, Lauren looks forward to continued success with her partners in the podcasting space.
A bit more about Lauren:
Lauren Lynch is the Director of Marketing at Set Solutions. After a 7-year stint in the restaurant industry, Lauren pivoted to IT marketing and operations with astute management and customer service skills. With Set Solutions, Lauren leads a team of dedicated marketers through key innovation, brand management, advertising, and research projects. Starting as a Sales Communication Manager in 2019, Lauren assumed her current position as a Director of Marketing in 2021.
Connect with Lauren:
Connect with Mike & Gaby @ Proofpoint Marketing:
Proofpoint Marketing Website: www.proofpoint.marketing
What’s your philosophy? Is it kindness, excellence, tenacity, or a mixture of multiple ideologies?
Whatever your philosophy, how does it apply to your business, and better yet, your position as a leader? Philosophies curate your environment, in that how you choose to lead may greatly help or hinder your efforts in your business operations.
In this episode, we welcome CMO & Go-To-Market Advisor Jamey Heinze to the Master Marketer Show! One look at his resume, and you’ll understand why we’re so thankful to have fit into his schedule for a thoughtful discussion on the philosophies behind effective, results-driven marketing leadership.
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A company (and its leadership) thrive in spaces where its intentions are made clear, and most often intentions are made clear by solid, easy-to-understand core values. Jamey advocates for big and bold icons for core values. Much like a brand logo, core values must be easy to identify. Work is work at the end of the day, but marketing work leaves room for innovation, exploration, and fun, and a company that abides by core values by displaying them prominently every day is bound to see its workers succeed at a much greater rate. Authenticity is key, though, and if you feel like you’re “faking” through developing core values, it’s time to reconsider.
A bit more about Jamey:
Jamey Heinze is the CMO and Go-To-Market Advisor for HUVR and Waterloo Data, as well as the Go-To-Market Advisor for Five By Five and The Cortado Group. If you’re surprised by Jamey’s busy resume… don’t be. With a lengthy career in marketing, Jamey has mastered leadership and earned a prominent position as a thought leader in the industry. With a career that started in sales with Xerox, Jamey quickly learned about the different types of motivations that go into any business department and has since used that knowledge to continually improve his efforts and the efforts of those around him.
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Connect with Mike & Gaby @ Proofpoint Marketing:
We’re excited to welcome Ashley Estilette to the Master Marketer Show! As the Chief Marketing Officer at Mitratech since 2021, Ashley has overseen some of the most transformational workplace moments of our lifetime.
With the effects of the pandemic still looming over many businesses, and many companies continue to navigate the “in-office v. remote” discussions, one thing is for sure: it is more important than ever for leaders to actively listen and stay in tune with their teams, AND to evaluate the needs of potential hires.
In this episode, we discuss culture shifts and effective business leadership as the possibility of a recession continues to loom over businesses across the world. How does a leader effectively lead the charge as pressure mounts, and what does that mean for their teams?
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For Ashley, keeping her team in the know on initiatives, successes, and failures has been tantamount to her success as a leader. When a board of executives is excited about a new initiative, she shares that excitement with her team. We are creatures of reward, in that we like to see positive results from our hard work. Ashley has been cognizant of that for her whole career, and it’s brought her to where she is today. With the remote environment unintentionally leading to some levels of isolation, it is more important than ever for leaders to trickle down as much information as possible so that regardless of the economic situation looming over many businesses, team members will continue to see the value of their work at a larger scale.
A bit more about Ashley:
Ashley Estilette lives, eats, and breathes leadership. She has been a champion of her teams and prides herself on the “Workplace Rally Cry,” an intentional mindset of celebrating her team’s efforts. By her admission, she is “energized by people,” something that is clearly established in this week’s episode. Ashley has been the Chief Marketing Officer of Mitratech, a software development agency designed to empower corporate legal, risk & compliance, and HR professionals to maximize productivity
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Connect with Mike & Gaby @ Proofpoint Marketing:
Ah yes — the influencer. From the dawn of social media, influencers have long held the ability to connect brands to viewers and convert viewers to buyers. And so often, it looks effortless. However, what’s happening is a well-constructed narrative that, when done effectively, can authentically shift consumer perspective. How are influencer relationships maintained, and how can you collaborate with them most beneficially — particularly in unconventional industries?
In this episode, we sit down with Eddie Saunders Jr., former Demand Generation Manager for Flex Machine Tools and current Sr. Content Strategy & Demand Generation Manager at Norgren, for an insightful conversation on how to inject fresh, new life into your marketing efforts and maintain a positive influence in marketing spaces.
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A bit more about Eddie:
Eddie Saunders Jr. considers himself a thought leader by strategy and by design— one who sought out and worked on the importance of scaling influence. With a background in theater, Eddie quickly found success in the industry of attention and has closely aligned himself with influencers at the most successful level of his career. Starting with a career in sales, Eddie quickly progressed as a Brand Development Manager, to hosting the Flex & Friends Podcast, and finally his current position as a Sr. Content Strategy & Demand Generation Manager at Norgren.
In his free time, Eddie acts as an event MC, and manages his fitness and fatherhood Instagram page “The Flexing Father.”
Connect with Eddie:
Connect with Mike & Gaby @ Proofpoint Marketing: