Tech Marketing Trends

What does it take to sell successfully by putting the buyer first? In this episode of Tech Marketing Trends, Carole Mahoney, a renowned sales mentor and author, dives into her "buyer first" methodology, emphasizing the importance of focusing on the buyer's needs rather than the seller's. She shares how understanding buyer psychology, including the role of dopamine when people talk about themselves, can help build trust and foster meaningful connections. In this episode, Carole discusses: Key insights from her research and book. The importance of asking the right questions to uncover buyer needs and aligning sales strategies with the buyer’s journey. Practical tips for preparing effectively and succeeding in sales conversations. Carole also shares details about her upcoming book on hiring and scaling effective sales teams. If you're looking for actionable advice to transform your sales approach and build trust with buyers, don't miss this episode!  Connect with Carole on LinkedIn: https://www.linkedin.com/in/carolemahoney  Visit Carole's website: https://www.carolemahoney.com/ 

What does it take to create demand and stand out in today’s competitive markets, like HR tech? In this episode of Tech Marketing Trends, Deanna Shimota, CEO of Growth Mode Marketing, explores the key principles of demand generation and how businesses in crowded industries can differentiate themselves. Drawing on her extensive expertise, Deanna shares actionable insights into creating strategies that resonate with the right audience and drive long-term growth. In this episode, Deanna breaks down: The three pillars of demand generation: strategy, content, and distribution How to define your Ideal Customer Profile (ICP) and craft a Unique Point of View (UPV) to stand out in competitive markets like HR tech Creating content that captures attention and engages prospects throughout the funnel Distributing content effectively using owned, managed, and third-party channels Measuring success by focusing on long-term brand awareness and revenue instead of short-term lead generation If you’re looking for practical advice to create demand and stand out in industries like HR tech, this is an episode you won’t want to miss! Connect with Deanna on LinkedIn: https://www.linkedin.com/in/deannashimota Visit Growth Mode Marketing’s website: https://growthmodemarketing.com/

How can businesses adapt qualitative research methods in a post-pandemic world to uncover new opportunities and better understand their customers?  David Schneer, a qualitative research expert, CEO of Merrill Research, and author of Backbone, shares strategies to transform business decision making through deeper customer insights.  Tune in to this week's episode with David Schneer to discover:  The power of body language and non-verbal cues in understanding customer emotions.  Lessons from real-world studies, like developing ink cartridges leading to the development of super tank printers and fostering trust in B2B relationships.  The importance of:  Curiosity  Resilience  Staying close to customers  How to synthesize complex customer insights into actionable recommendations.  Key distinctions between qualitative and quantitative research—and when to use each.  Connect with David Schneer on LinkedIn:https://www.linkedin.com/in/schneer1merrillresearch  Visit Merrill Research's website: https://merrillresearch.com/   

In this episode, we’re exploring a cornerstone of growth and innovation in the tech industry—Go-to-Market Partnerships. Joining us is Barrett King, a seasoned expert in crafting and scaling successful GTM partnerships. With years of experience at HubSpot and now leading initiatives at Ramp, Barrett has a wealth of insights into building strategic alliances that drive transformational growth. In this episode, Barrett shares his journey and expertise on: The foundational steps to creating effective partnerships The secrets behind HubSpot’s thriving partner ecosystem Common pitfalls in GTM partnership strategies and how to avoid them The evolving role of partnerships in an increasingly automated, tech-driven world Whether you’re looking to deepen your understanding of GTM partnerships or seeking actionable advice to enhance your strategy, this conversation is one you won’t want to miss. Connect with Barrett on LinkedIn: https://www.linkedin.com/in/barrettjking/ Visit the Ramp website: https://ramp.com/  

What does it take to achieve operational marketing excellence? Peter Mahoney, author of The Next CMO: A Guide to Operational Marketing Excellence, joins us to explore this question. Peter is a seasoned marketing and sales leader, former CMO of Nuance Communications, and currently the Chief Commercial Officer at GoTo. Drawing on over 35 years of experience, Peter shares insights into the evolving role of the CMO, the increasing importance of financial accountability in marketing, and the distinction between leading and running a marketing organization. In this episode, we explore: What operational marketing excellence looks like in practice How CMOs can balance short-term wins with long-term strategic goals Key skills needed for today’s marketing leaders to thrive Strategies to communicate marketing’s value to the C-suite Join us as we unpack Peter’s perspectives on transforming marketing organizations to meet the challenges of today’s dynamic business landscape. Connect with Peter on LinkedIn: https://www.linkedin.com/in/pemahoney/ Visit the GoTo website: https://www.goto.com

“Most sales people’s walk does not match their talk.”   How does one change this common perception about the sales world?   The answer is simple: Trust   Larry Levine is our podcast guest this week. He is the author of Selling from the Heart and Selling in a Post-Trust World, and a recognized advocate for authentic, relationship-driven sales strategies.   With decades of experience in sales coaching and consulting, Larry brings a wealth of insights on how to differentiate yourself in a crowded market by leading with trust, authenticity, and disciplined habits. Join the conversation to learn about: Why trust is the foundation of every successful sales interaction and how it translates into real revenue The dangers of relying too heavily on AI and how to maintain authenticity in an automated world Practical strategies to transform transactional sales into meaningful, sustainable relationships The formula for trust-building and how to apply it in prospecting, client engagement, and beyond Ready to rethink your approach to sales and discover how trust can make a meaningful difference to your performance? Don't miss this episode. Connect with Larry on LinkedIn: https://www.linkedin.com/in/larrylevine1992/ Learn more about Selling in a Post-Trust World: https://sellinginaposttrustworld.com/

We already know that AI helps us speed things up and save a ton of time, but do we know how to use AI to open the door to new marketing tasks and opportunities we would not have considered before? In this episode, Mike Allton, CMO at Agorapulse and founder of The Social Media Hat, shares essential strategies for using AI to optimize efficiency, enhance personalization, and tackle ethical considerations in marketing. Tune in to the conversation to explore: The transformative impact of AI on content creation and time-saving in marketing Key trends in AI tools and platforms that every marketer should know How to balance personalization with privacy in the era of data-driven marketing Ethical challenges and best practices for AI adoption in marketing How AI can streamline podcast interview preparation And much more! Connect with Mike on LinkedIn: https://www.linkedin.com/in/mikeallton/ Visit the Agorapulse website: https://www.agorapulse.com/ Visit The Social Media Hat website: https://www.thesocialmediahat.com/  

AI in sales has been a hot topic for a while, but have you mastered the art of incorporating AI efficiently into your sales processes yet? Tune in as we unpack the journey of applying AI to maximize sales success with industry expert Daniel Brodyansky. With experience across renowned companies like Microsoft and RSM, Daniel guides us through the evolving landscape of sales, sharing insights on how B2B sales professionals can thrive with new technologies. In this episode, Daniel discusses his personal journey with AI, from the initial learning curve to crafting data-driven strategies that enhance productivity in every sales stage. Join the conversation to discover: How AI can revolutionize daily sales tasks, from prospecting to closing Ways AI boosts strategic decision-making and personalized customer engagement Emerging trends in AI integration within sales tools and platforms You can also have a look at Daniel's game-changing course, AI for The Strategic Seller Connect with Daniel on LinkedIn: https://www.linkedin.com/in/danielborodyansky/    

What does AI in digital marketing look like in action? Get the full scoop from AI and content marketing expert, Andy Crestodina. Andy is the Co-founder and Chief Marketing Officer at Orbit Media and a recognized expert in web design and user experience. In this episode, Andy shares practical advice on how AI is transforming everything from website optimization to content creation and user experience. Join the conversation and learn about: How AI can improve digital strategies and website UX Practical use cases for AI in content creation and optimization The best ways to leverage AI for B2B marketing success Real-world examples of AI's impact on conversion rates and search optimization Tune in for actionable insights on the future of AI in digital marketing. Connect with Andy on LinkedIn: https://www.linkedin.com/in/andycrestodina/ Visit the Orbit Media Studios website: https://www.orbitmedia.com/  

How do you sell to a prospect without convincing and pushing? What makes phone prospecting successful? While there is no shortage of advice out there, Josh Braun, founder of Braun Training, has seen great results combining motivational interviewing with psychological principles to lower a prospect’s guard when talking to a sales person. Josh specializes in helping sales professionals refine their phone and email prospecting techniques. With years of experience, Josh has coached countless teams on selling without pushing or convincing. In this episode, Josh shares practical advice on the best approach to phone and email prospecting and pitfalls to avoid when reaching out to B2B clients. Join the conversation and learn about: Why phone prospecting remains a powerful tool in an age dominated by digital communication The essential skills every salesperson should master to become effective at prospecting Practical tips for identifying and addressing customer problems without sounding pushy The psychology behind lowering a prospect’s guard and encouraging conversation Connect with Josh on LinkedIn: https://www.linkedin.com/in/josh-braun/ Visit the Braun Training website: https://joshbraun.com/

What does effective demand generation look like for a fast-growing B2B SaaS company? In this episode of Tech Marketing Trends, we sit down with Edward Ford, the Global Demand Generation Director at Supermetrics, a leading marketing data solutions company. Edward has been instrumental in Supermetrics' rapid growth, transforming it from a small startup to a global leader in the B2B SaaS space. During this conversation, Edward shares his insights on the key strategies, challenges, and decisions that fueled the company's success. Join us to explore: The journey of Supermetrics from a startup to a major player in marketing data solutions How to balance short-term lead generation with long-term demand creation strategies The role of data in driving marketing decisions and scaling operations globally Practical advice on evolving marketing approaches, avoiding pitfalls, and making the right bets year after year Whether you’re curious about scaling demand generation or leveraging data to improve marketing outcomes, this episode is packed with actionable insights. Connect with Edward on LinkedIn: https://www.linkedin.com/in/fordedward/ Visit the Supermetrics website: https://supermetrics.com/  

Direct mail is your secret weapon in a world of digital overload. In this episode of Tech Marketing Trends, Jakob Löwenbrand sits down with Mike Gunderson, President of Gundir, to discuss the enduring and evolving role of direct mail in today’s marketing strategies. Mike shares his expertise on how direct mail can complement digital efforts, offering a unique advantage in engagement and brand recall. With over 21 years of experience, Mike explains why direct mail remains a powerful tool for marketers looking to enhance their go-to-market strategies. Join the conversation to discover: How direct mail integrates with digital channels to drive better marketing outcomes The advantages of direct mail for B2B companies and enterprise-level ABM strategies Real-world examples of how direct mail boosts lead generation and customer conversion Tips on targeting and optimizing direct mail campaigns for the modern marketing ecosystem Connect with Mike on LinkedIn: https://www.linkedin.com/in/gundertheson/ Visit the Gundir website: https://gundir.com/

In this episode of Tech Marketing Trends, Jakob Löwenbrand interviews Melissa Kwan, Co-Founder and CEO of eWebinar, about the growing impact of on-demand webinars in modern marketing strategies. Melissa shares her entrepreneurial journey and the challenges she faced, which led her to create eWebinar, a platform that automates webinars for greater engagement. The discussion covers the advantages of on-demand webinars over live sessions, key metrics for success, and how automation can help businesses scale without losing personal interaction. Melissa also offers practical advice on leveraging webinars effectively in the sales funnel and driving higher conversions. Join the conversation to explore: Differences between on-demand and live webinars Key components of a successful automated webinar How to measure the ROI of on-demand webinars Real-world examples of how businesses are using webinars to boost growth and pipeline Connect with Melissa on LinkedIn: https://www.linkedin.com/in/melissakwan/ Visit the eWebinar website: https://ewebinar.com/

What does agile marketing look like in action? Get the full rundown from agile marketing expert, Andrea Fryrear. Andrea is the CEO and Co-Founder of AgileSherpas and author of Mastering Marketing Agility: Transform Your Marketing Teams and Evolve Your Organization. In this episode, Andrea shares practical advice on the best approach to follow and pitfalls to avoid when adopting agile marketing methodology. Join the conversation and learn about: What is agile marketing exactly? How does it differ from traditional marketing? The benefits of an agile marketing approach and how it helps marketers achieve more frequent and iterative communication with their audiences The state of agile marketing adoption in the B2B tech industry How does agile marketing look in practice? Connect with Andrea on LinkedIn: https://www.linkedin.com/in/afryrear/ Visit the AgileSherpas website: https://www.agilesherpas.com/

In this episode of Brightvision’s podcast series, Tech Marketing Trends, we explore demand generation and branding in the highly competitive B2B SaaS space with Riikka Söderlund. Riikka is the COO of Katana, creators of plug-and-play cloud inventory management systems. Join the discussion to learn more about: Specific demand generation strategies and tactics that drive success in the B2B SaaS landscape What role effective branding plays in differentiating B2B SaaS businesses and forging lasting impressions with target audiences Key considerations for building an effective demand generation motion and GTM motion for B2B SaaS businesses Where to start building GTM motions The role of content marketing in demand generation today And much more! Whether you are a marketing professional or a sales leader, this episode is not to be missed. Get valuable insights and practical tips from one of the best in the industry! Connect with Riikka on LinkedIn: https://www.linkedin.com/in/riikkasoderlund/ Visit the Katana Cloud Inventory website: https://katanamrp.com/

Ever wondered how AI could level up your prospecting on LinkedIn? In the latest episode of Brightvision's podcast series, Tech Marketing Trends, we explore this notion with Jason Tan, founder of Engage AI. Jason is a leading expert in leveraging artificial intelligence to transform how businesses identify and engage potential clients on LinkedIn. Join the discussion to learn more about: How AI is transforming global business engagement, especially on platforms like LinkedIn. The best strategies for leveraging AI to augment LinkedIn prospecting and enhance sales pipelines. How AI can support technical founders in marketing and sales when they lack the expertise in these areas. Maintaining authenticity while using AI to engage with prospects on LinkedIn. The future of AI in job markets, particularly in relation to offshore workforces. Connect with Jason on LinkedIn: https://www.linkedin.com/in/jpctan/ Visit the Engage AI website: https://engage-ai.co/

In this episode of Tech Marketing Trends, we explore the dynamic world of content marketing with industry expert, Robert Rose. As Chief Strategy Advisor at the Content Marketing Institute and founder of The Content Advisory, Robert has over two decades of experience in shaping effective content strategies for leading companies, including 15 of the Fortune 100. Robert is also a leading authority on content marketing. His journey began as the CMO of a startup software company, where he pioneered innovative content strategies to compete against industry giants. Today, Robert continues to guide organizations worldwide in optimizing their content marketing efforts through his consulting firm. Tune in to this episode and learn about: The evolution of content marketing The impact of AI on content marketing Content strategies that prioritize trust and utility over mere attention-grabbing tactics. The importance of collecting and responsibly using first-party data Success stories in content marketing And much more! Get in touch with Robert on LinkedIn: https://www.linkedin.com/in/robrose/ Visit The Content Advisory website: https://contentadvisory.net/

Account-based marketing (ABM) has gained significant traction in the last few years and has become a game changer in B2B Tech marketing strategies. This week, we have the privilege of gaining in-depth expert insights on ABM as shared by Alisha Lyndon, author of The ABM Effect. Alisha is also the Founder & CEO of Momentum ITSMA, a leading business consulting agency that helps companies achieve market-beating performance by winning, growing and retaining the most valuable client relationships. Tune in to this episode and learn about: The evolution of ABM The impact of ABM on the B2B Tech landscape Practical tips for implementing successful ABM strategies How ABM enhances customer acquisition and drives demand And much more! Get in touch with Alisha on LinkedIn: https://www.linkedin.com/in/alishalyndon Visit the Momentum ITSMA website: https://momentumitsma.com

Interested to know why people pay $200 for a grilled sandwich? Did you know that humans make an average of 35,000 decisions daily? As a B2B Tech business, do you have a proper understanding of what influences your customers’ decision-making? Melina Palmer is our guest on this week’s podcast episode. She is the founder and CEO of The Brainy Business and also the author of The Truth About Pricing: How to Apply Behavioral Economics So Customers Buy. Tune in to this episode to learn how behavioral economics can help businesses understand their customers’ subconscious decision-making process and make them purchase from you. Melina shares valuable insights on the importance of understanding psychological factors in decision-making in B2B sales and highlights the challenges of selling to diverse stakeholders. She also talks about B2B pricing strategies: The importance of distinguishing between quality versus value, the role of confidence and communication, and how to use behavioral economics in pricing strategies to boost sales. Get in touch with Melina on LinkedIn: https://www.linkedin.com/in/melinapalmer/ Visit the The Brainy Business website: https://thebrainybusiness.com/

How can businesses make the world a better place and make money at the same time? Tune in to this week’s podcast episode with Emily Block to find out. Emily is the author of Business on the Edge - Finding Profit & Purpose in Tough Places. She is an Associate Professor of Strategy, Entrepreneurship and Management at Alberta School of Business.   Emily uncovers the untapped markets and business opportunities of "tough places" - the lessor known, more far-off and challenging environments. Tune in to hear about: Case studies of businesses operating and making a difference in remote, "tough places" Emily’s take on Corporate Social Responsibility The biggest hold-up preventing companies from expanding into less established economies Innovative strategies businesses are employing to thrive in these high-risk markets Metrics businesses in these environments should focus on when measuring success  Opportunities and untapped potential for companies right now And much more! Get in touch with Emily on LinkedIn: https://www.linkedin.com/in/emily-block-b68b5a40 Visit the her website: https://www.profemilyblock.com