B2B Marketing Methods

In this episode of B2B Marketing Methods, Terri Hoffman sits down with One Foot Over co-founders Stephen Brent May and Hami Vo Arrington for a transparent, highly relatable conversation about what B2B companies often get wrong about marketing strategy—and how to fix it. Together, they unpack the meaning behind their mantra “Clarity Before Tactics” and explore why defining goals, aligning with sales, and understanding your buyers must come before launching campaigns. You’ll also hear candid stories about client expectations, marketing trauma, Houston’s business landscape, and what happens when organizations skip discovery and jump straight into execution. This episode is a practical guide for any leader who wants to make smarter, more intentional B2B marketing decisions.

In this episode of B2B Marketing Methods, Marketing Refresh CEO Terri Hoffman sits down with Libby Olson, Partner and COO at Growl Agency, to demystify the power of CRMs, data strategy, and AI-driven personalization in modern B2B marketing.Libby shares her journey from corporate marketing to leading tech-integrated growth strategies, unpacking how companies can streamline sales, marketing, and operations with smarter systems. Together, Terri and Libby explore how aligning people, process, and technology creates the foundation for sustainable revenue growth — and how HubSpot’s evolving AI capabilities are changing the CRM game for good.If you’ve ever wondered how to connect your tech stack, clean your data, or get your sales team to actually use your CRM, this conversation is a must-listen.What You’ll Learn in This Episode:Why CRM adoption fails — and how to fix itThe “data therapist” approach to uncovering systemic sales and marketing issuesBuilding alignment between marketing, sales, and operationsHow clean data enables accurate AI training and automationWhat HubSpot’s AI-powered agents and workflows can really doDeveloping playbooks for repeatable sales and M&A successUnderstanding data governance and cross-team collaborationHow leadership, marketers, and sales all benefit from CRM visibilityThe “crawl, walk, run” method for successful CRM implementationTo learn more about Libby Olson, connect with her on LinkedIn at: https://www.linkedin.com/in/libbyolson/ Or, email her at: libby@growlagency.com To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of B2B Marketing Methods, Terri Hoffman sits down with Erik Konicki and Lindsey Wendler, Managing Directors at 414 Capital, to discuss how marketing, sales, and strategy intersect when it comes to mergers and acquisitions. With decades of combined experience and more than 300 closed transactions, Erik and Lindsey share how business owners can increase company value, improve readiness, and attract the right buyers through smarter positioning and preparation.They break down what drives value in today’s market—from strong margins and diverse customer bases to transferable operations and credible brand perception. You’ll learn why your marketing and sales systems aren’t just tools for growth, but key assets that influence how investors perceive your business.Whether you’re years away from selling or simply want to build a more valuable company, this conversation will help you understand how to align your marketing strategy with long-term business goals—and how preparation can multiply your return when it’s time to make a move.What You’ll Learn in This Episode:How marketing and brand strategy influence company valuationThe most important factors buyers consider before an acquisitionSteps to prepare your business for a successful saleCommon pitfalls that reduce value—and how to avoid themWhy clean financials and scalable processes attract investorsHow to build a strong deal team and trusted advisor networkTo learn more about Erik Konicki, connect with him on LinkedIn at: https://www.linkedin.com/in/konicki/Or, email him at:egk@414Capital.com To learn more about Lindsey Wendler, connect with her on LinkedIn at: https://www.linkedin.com/in/lindseywendler/Or, email her at: LMW@414Capital.comTo learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

On this episode of B2B Marketing Methods, Terri welcomes Matthew Breman, Senior VP of Marketing & Operations at ProStar GeoCorp and Mayor of Fruita, Colorado. Matthew’s career has taken him from MTV and Nickelodeon, to Disney, to running his own marketing agency — and now to leading growth for a publicly traded technology company. Along the way, he’s learned how to adapt messaging for wildly different audiences, whether it’s cast members at Disney, customers at his agency, or residents of his hometown.The conversation dives into one of the most complex areas of B2B growth: channel and partner marketing. Matthew shares how ProStar shifted from selling software directly to end users to building partnerships with hardware manufacturers, distributors, and sales teams. That change created new challenges in scaling training, activating partners, and making sure salespeople understood not just the product but the full value proposition for their customers.Matthew also draws parallels between marketing leadership and community leadership. From identifying champions inside organizations to building trust and consistency in messaging, he shows why successful channel strategies depend on relationships at every level. If you’ve ever wrestled with scaling through distributors or keeping your messaging clear across multiple partners, this episode offers practical insights and stories from the field.What You’ll Learn in This Episode:Channel and partner marketing strategiesTraining and enabling distributor sales teamsAdapting messaging for multiple audiencesBuilding trust and alignment with partnersFinding champions to drive adoptionTo learn more about Matthew Breman, connect with him on LinkedIn at: https://www.linkedin.com/in/matthewbreman/ Or, email him at: mbreman@prostarcorp.com To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of B2B Marketing Methods, host Terri Hoffman, CEO of Marketing Refresh, sits down with Danny Gavin, founder of Optidge, professor of digital marketing at the University of Houston, and host of The Digital Marketing Mentor podcast.Danny shares insights from his many “hats” in the digital marketing world—agency leader, educator, mentor, and family man. The conversation dives into the importance of CRM systems for tracking leads and driving ROI, how to align sales and marketing teams for greater transparency, and why strategy—not quick fixes—is the foundation of sustainable growth.Danny also discusses the role of mentorship in building strong teams, the balance of culture and accountability in agency life, and how AI can streamline processes without replacing the fundamentals of great marketing.Tune in for a thoughtful discussion on building trust, leveraging strategy, and leading with purpose in today’s fast-changing digital marketing landscape.To learn more about Danny Gavin, connect with him on LinkedIn at: https://www.linkedin.com/in/dannygavin/ Or, email him at: danny@optidge.com To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of B2B Marketing Methods, host Terri Hoffman, CEO of Marketing Refresh, sits down with Rafeh Malik, a seasoned marketing professional set to embark on a new venture as a business owner in Houston. Rafeh discusses his diverse career background, including his education at Rice University, his journey through various industries, and his experiences in product marketing, corporate strategy, and nonprofit initiatives. The conversation delves into Rafeh's aspirations to acquire a business in Houston, his criteria for selecting a business, and his strategic approach to business growth. He emphasizes the importance of understanding customer needs, leveraging digital marketing, and creating the right cultural fit. Tune in for an insightful discussion on the transition from marketing leadership to small business ownership.To learn more about Rafeh Malik, connect with him on LinkedIn at: https://www.linkedin.com/in/rafehmOr, email him at: muhammad.rafeh@gmail.com To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, chats with Jason Lee, Vice President at Exponent. Jason discusses the role of Exponent in enhancing the value of private businesses by providing wealth management services. The conversation delves into Jason's journey from the health to the wealth industry, his personal story, and various strategies he employs for building credibility and relationships, particularly through LinkedIn. Jason emphasizes the importance of maintaining a personal brand, mastering the art of getting people in a room, and trusting the process. They also explore Jason's personal initiatives, including his faith-based leadership and mentoring men.This episode provides valuable insights into blending personal authenticity with professional strategies for successful B2B marketing and business development.To learn more about Jason Lee, connect with her on LinkedIn at: https://www.linkedin.com/in/jasonleeexponent/Or, email him at: jlee@exponentx.netTo learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of B2B Marketing Methods, hosted by Terri Hoffman, CEO of Marketing Refresh, guest Michael Ballero shares his journey in the automotive industry and discusses critical topics such as the changing landscape of automotive investments, his sales approach, and work-life balance. Michael, a national account manager at Gen Z Automotive, highlights his innovative use of social media strategies, focusing particularly on TikTok, for building relationships and enhancing his professional reach. The conversation also dives into the practical applications of AI and ChatGPT for automating and improving sales communications, alongside personal reflections on balancing career with family life, making this episode a comprehensive exploration of both professional and personal growth in the B2B sector.Topics Discussed:Michael Ballero’s Career PathLeveraging Social Media for B2B SalesIntegrating AI in SalesWork-Life Balance and Personal GrowthSales and Marketing AlignmentTo learn more about Leah Salinas, connect with her on LinkedIn at: https://www.linkedin.com/in/michael-ballero-5aa8431b3 To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of B2B Marketing Methods, host Terri Hoffman, CEO of Marketing Refresh, interviews Leah Salinas, Director at the Alexander Group, about her journey from entrepreneur to executive search expert. Leah shares her personal story of running a successful business for 14 years and her decision to transition to a different career path focused on recruiting executive roles in various B2B industries. The discussion dives into key considerations for building out sales and marketing organizations, the differences between sales leaders and salespeople, and how transferable skills can drive business growth. Leah also provides insights into the essential role of data-driven strategies in sales and the importance of overall organizational structure in supporting effective marketing. Tune in to learn valuable tips on navigating career transitions and building high-performance teams.Topics Discussed:Leah’s 14-Year Entrepreneurial JourneyMaking the Leap from Founder to Executive RecruiterBuilding High-Performing Sales and Marketing TeamsThe Role of Data in Modern Sales StrategyOrganizational Structure and Career TransitionsTo learn more about Leah Salinas, connect with her on LinkedIn at: https://www.linkedin.com/in/leah-comstock-salinas To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, talks with Liz Andert, Director of Digital Customer Experience at HB Fuller. Liz shares her journey in marketing and gives her best tips for navigating the changing landscape of digital marketing.The conversation covers a wide range of topics including the interaction between sales and marketing functions, creating meaningful digital customer experiences, and the growing importance of LinkedIn in the B2B landscape. Liz also discusses a groundbreaking project using AI for multilingual website translation, which significantly reduced costs while improving global SEO. Tune in to learn actionable insights on how to effectively embrace digital transformation and leverage AI in B2B marketing.Topics Discussed:Navigating the relationship between sales and marketingUtilizing LinkedIn for company growthLinkedIn Ad practices for companies to considerThe importance of understanding your customer’s digital experienceWays to leverage AI in B2B marketingTo learn more about Liz Andert, connect with her on LinkedIn at: https://www.linkedin.com/in/liz-andert/To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of B2B Marketing Methods, host Terri Hoffman is joined by Beth Dickson, Regional Director of Western Colorado for Manufacturer’s Edge. Their discussion centers around Manufacturer's Edge's role as the designated Manufacturing Extension Partnership (MEP) for Colorado, providing insights into the support and services offered to manufacturers.Beth explains the process of conducting business health assessments to identify pain points and prioritize solutions, emphasizing the importance of operations, people, data, technology, and leadership. The episode also highlights common challenges such as workforce development, lean training, and marketing. Beth shares her strategies for building relationships with manufacturers, offering resources, and connecting them with experts to foster growth and success in the region.Topics Discussed:Role of Manufacturer’s Edge in supporting manufacturers.Common challenges faced by manufacturers in Colorado.Importance of business health assessments.Identifying and prioritizing pain points in manufacturing businesses.Impact of manufacturing on local economies and job creation.To learn more about Beth Dickson connect with her on LinkedIn at: https://www.linkedin.com/in/beth-dickson-11942987/To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Kyle Tate, the President at Firethorne Technology Services. This interview provides invaluable insights on building a brand, sales strategies, and fostering client relationships.Whether you're in your first year or your twentieth, Kyle’s experience will resonate with anyone growing a business. From differentiating in a crowded market to the power of transparency and prioritizing the right clients, this episode is packed with actionable takeaways.Topics Discussed:The challenges and rewards of launching a businessSales strategies and finding the right customersThe role of branding and marketing in a competitive spaceTransparency, trust, and long-term client relationshipsLessons from being both an MSP provider and clientTo learn more about Kyle, connect with him on LinkedIn at: https://www.linkedin.com/in/kyle-tate-486620123/To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Peter Pudner, the Vice President of Sales at American Products and DustShield.The discussion covers topics such as sales strategies, the importance of CRM tools and AI in sales, trade show planning, content strategy, and the significance of a unified sales and marketing approach. Peter also emphasizes the 'Made in America' value proposition and the intricate manufacturing processes of his companies. Tune in to gain valuable insights into B2B sales and marketing tactics and to learn how to align your sales and marketing teams for success.Topics Discussed:Aligning sales and marketing for cohesive strategies.Effective use of CRM tools like Salesforce.Successful trade show planning and follow-up.Key qualities for high-performing sales teams.Importance of a clear value proposition.Benefits of a Made-in-America strategy.Using AI tools to improve sales efficiency.To learn more about Peter Pudner, connect with him on LinkedIn at: https://www.linkedin.com/in/pudner/To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Craig Baldwin, the Co-Founder and Partner at Upsourced. Terri and Craig discuss valuable tips and lessons learned to optimize your go-to-market strategy. Gain insights into pipeline management, prospecting, deal generation, and learn about the crucial importance of pipeline hygiene. Discover how Craig's diverse background in various industries has shaped his approach to driving revenue growth. Topics Discussed:Importance of pipeline management and hygiene.Transitioning from accounting to sales/marketing.Systematic approach for lead generation and closing.Setting long-term goals and working backward.Maintaining accurate CRM data for decisions.Creating scalable, repeatable B2B sales processes.Emphasizing accountability in sales management.To learn more about Craig Baldwin, connect with him on LinkedIn at: https://www.linkedin.com/in/craig-baldwin-aab37821/To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Kerry Curran, the Founder and Chief Growth Officer at Revenue Based Marketing Advisors. They discuss essential topics such as marketing-led growth, demand generation, and strategies to improve sales cycles and close rates.They delve into the importance of brand awareness, the integration of marketing and sales, and the use of CRM tools to enhance efficiency. This episode is packed with valuable tips for businesses looking to drive revenue growth and effectively align their marketing and sales efforts.Topics Discussed:Marketing-Led Growth and Demand GenerationShortening Sales Cycles and Improving Close RatesAligning Sales and Marketing for Better ResultsBuilding Brand Awareness and TrustEffective Use of CRM Tools and AutomationCustomized Go-To-Market StrategiesRelationship Building as Key to Sales SuccessTo learn more about Kerry Curran, connect with her on LinkedIn at: https://www.linkedin.com/in/kerryspellmancurran/To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Rachel Kennedy, the founder of Southern Lighthouse. They discuss the power of LinkedIn in building personal and company brands, especially for B2B businesses. Rachel shares her journey from a career recruiter to an employer branding expert, and offers insights into creating a compelling LinkedIn presence. Key topics include the importance of consistency, strategic content creation, and overcoming common LinkedIn challenges. Rachel also introduces her upcoming LinkedIn Brand Accelerator program, designed to help business leaders maximize their LinkedIn potential. Tune in for actionable tips to enhance your LinkedIn strategy and drive business growthTopics Discussed:LinkedIn’s role in building personal and company brandsEmployer branding to attract and retain top talentUnifying HR and marketing for seamless recruitment and brand messagingBuilding a LinkedIn strategy with consistent, sustainable contentAddressing LinkedIn challenges (time, authenticity, confidence)Using LinkedIn polls for lead generation and business insightsOptimizing LinkedIn profiles for visibility and networkingTo learn more about Rachel Kennedy, connect with her on LinkedIn at: https://www.linkedin.com/in/rachelkingkennedy/To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Trish Balmos the President & Founder of Vine Sales Consulting. This episode covers the importance of cohesive brand stories, value propositions, and proper budget allocation.Listeners will learn about the significance of CRM tools, diagnosing brand and audience issues, and overcoming internal misalignments. Terri and Trish also discuss insights on fostering team cohesiveness, conducting brand audits, and crafting engaging messages. This episode also highlights practical advice for involving sales and marketing early in business planning, the importance of trust and soft skills in team dynamics, and how strategic planning impacts a company's success. Tune in for a comprehensive guide to achieving seamless communication and cooperation between sales and marketing teams.Topics Discussed:Sales and marketing alignmentCRM tools and accountabilityBrand positioning and messagingCost of misaligned teamsHiring the right sales and leadership rolesLeadership’s role in fostering trust and communicationOvercoming misconceptions about salesTo learn more about Trish, connect with her on LinkedIn at: https://www.linkedin.com/in/trishbalmos/To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Heidi Hattendorf, the founder of Transformation Insights to explore the evolving landscape of B2B marketing. Personal insights and career reflections from Heidi provide valuable takeaways for professionals looking to achieve sustainable growth and success in a rapidly evolving market. Key topics include the integration of marketing, sales, and customer success roles, the importance of data accuracy, strategies for effective workflow setups, and ROI-focused marketing investments. The experts delve deeply into brand positioning, messaging strategies, budget allocation, and strategic planning for various B2B industries. Terri and Heidi discuss the importance of staying current with market trends, maintaining customer contact, and adopting data-driven go-to-market strategies. The necessity of balancing technological proficiency with business acumen for organizational success is also highlighted. Topics Discussed:transformative role of AI and automationIntegration of marketing and salesImportance of brand positioning and messagingMaking data-driven marketing decisionsTo learn more about Heidi, connect with her on LinkedIn at: https://www.linkedin.com/in/heidihattendorf/To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, speaks with Marketing Refresh’s own Tiffany McArthur, the VP of Account Strategy and Aaron Eaves, the VP of Digital Marketing. They explore key B2B marketing strategies amid budgeting season. The discussion focuses on formulating effective marketing budgets, understanding company goals, competitor analysis, and leveraging digital strategies like SEO, Google Ads, and LinkedIn Ads. The episode emphasizes the importance of integrating marketing and sales efforts through robust data tracking, using CRM tools like Salesforce and HubSpot, and exploring automation and AI capabilities. Terri, Tiffany, and Aaron also highlight foundational steps like maintaining a functional website and crafting a coherent messaging strategy tailored to the buyer's journey. The episode aims to provide insights for business leaders looking to optimize their marketing strategies for revenue growth.Topics Discussed:Formulating effective marketing budgets and goalsDigital strategies within SEO, Google Ads, and LinkedIn AdsThe importance of a functioning websiteB2B solutions via automation and AI capabilitiesTo learn more about Tiffany McArthur, connect with her on LinkedIn at: https://www.linkedin.com/in/tiffanymcarthur/To learn more about Aaron Eaves, connect with him on LinkedIn at: https://www.linkedin.com/in/aaroneaves/To learn more about Terri Hoffman, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com or follow us on LinkedIn https://www.linkedin.com/company/marketing-refresh/

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, meets with Sherron Washington, a Professor, Chief Executive Officer, and Non-Profit Founder. Whether you're a seasoned marketer or new to the field, this episode provides valuable tips, strategies, and real-world examples to enhance your B2B marketing efforts.They discuss demystifying digital marketing for B2B companies. Sherron shares her insights from her extensive marketing journey and how she combines academic knowledge with practical experience.Topics discussed include the importance of treating B2B clients like B2C, the split roles of marketing and sales, budgeting for marketing, leveraging social media, and the significance of building and nurturing relationships.Sherron also talks about her nonprofit, Discovering Butterflies, which mentors young women to find their paths and achieve their goals. Topics Discussed:treating B2B clients like B2Csplit roles of marketing and salesbudgeting for marketingsocial mediabuilding and nurturing relationshipsTo learn more about Sherron, connect with her on LinkedIn at https://www.linkedin.com/in/ceop3/To connect with Marketing Refresh, visit: MarketingRefresh.com