B2B Agility™ with Greg Kihlström

Today we’re going to talk about building a change maker culture and how you can help your teams to thrive among change, instead of being disrupted by it. To help me discuss this topic, I’d like to welcome Steve Blum, Chief Operating Officer of Autodesk. Resources Autodesk website: https://www.autodesk.com B2B MarCom Summit: https://www.b2bsummit.co - use the code AGILE15 for 15% off registration for this event on May 23 in Reston, VA! The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

New data from Xactly’s 2024 Sales Compensation Report revealed that an alarming 91% of companies do not expect their AEs to meet or exceed quota. What’s more is that despite this lack of confidence, 70% of organizations still rely on spreadsheets for compensation planning, creating revenue forecasts and incentive plans filled with holes. Today we’re going to talk about sales compensation processes, and the state of incentivization as it stands today. To help me discuss this topic, I’d like to welcome Arnab Mishra, CEO at Xactly. Resources Xactly 2024 Sales Compensation Report: https://www.globenewswire.com/news-release/2024/01/02/2802668/0/en/Xactly-s-2024-Sales-Compensation-Report-Reveals-Top-Challenges-in-Achieving-Revenue-Growth.html B2B MarCom Summit: https://www.b2bsummit.co - use the code AGILE15 for 15% off registration for this event on May 23 in Reston, VA! The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

In this special episode, brought to you by Ceres Talent, a marketing recruiting firm run by modern-day marketing matchmakers, we’re going to talk about a few things, including a brief review of the state of the marketing hiring landscape, the top in-demand jobs for 2024, and what hiring managers should keep in mind about AI and hiring for marketing roles. To help me discuss these topics, I’d like to welcome back to the show Sue Keith, Corporate Vice President at Ceres Talent. Resources Ceres Talent website: https://www.cerestalent.com B2B MarCom Summit: https://www.b2bsummit.co - use the code AGILE15 for 15% off registration for this event on May 23 in Reston, VA! The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

The pressure is on for Chief Marketing Officers. They are expected to take their organizations to new heights – especially during this time of economic uncertainty and budget cuts. Yet, marketers are still expected to get results with fewer resources, and they can’t do this all alone. CMOs need a team beneath them to empower them, build them up, and work together to create innovative solutions that market their company despite limited resources. Today we’re going to talk about how CMOs can build high-performing marketing teams amidst cuts and rising demands. To help me discuss this topic, I’d like to welcome Allison Breeding, CMO at Apptio, which was recently acquired for $4.6B by IBM, in part due to some of Allison’s teams marketing skills! Resources Apptio webiste: https://www.apptio.com B2B MarCom Summit: https://www.b2bsummit.co - use the code AGILE15 for 15% off registration for this event on May 23 in Reston, VA! The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company  

Today we’re going to talk about what it takes to build a memorable B2B brand, creating new categories in established industries, and the latest trends in demand generation amidst increased automation, demands for self-service tools, and more. To help me discuss these topics, I’d like to welcome Kristin Russel, Chief Marketing Officer at Symplr. Resources Symplr website: https://www.symplr.com B2B MarCom Summit: https://www.b2bsummit.co - use the code AGILE15 for 15% off registration for this event on May 23 in Reston, VA! The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

New customers want to hear success stories from previous customers - and nowhere is this more prevalent than in a B2B environment. When it comes to creating customer stories, Go-to-Market or GTM teams struggle to find a solution that is both cost-and time-effective leaving these teams with a shortage of customer examples to use. The need for customer proof to be readily available in ample quantities has become apparent as more decisions are based on this key factor early on in the buyer journey. Today we’re going to talk about the importance of customer stories and how B2B marketers and sales teams can more easily and readily get great customer examples they can share. To help me discuss this topic, I’d like to welcome Evan Huck, CEO and Co-Founder at UserEvidence. Resources UserEvidence website: https://www.userevidence.com B2B MarCom Summit: https://www.b2bsummit.co - use the code AGILE15 for 15% off registration for this event on May 23 in Reston, VA! The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Today we’re going to talk about using personalization to create more engaging and inspiring stories for B2B brands. To help me discuss this topic, I’d like to welcome Tiffany Grinstead, Vice President - Personal Lines Marketing at Nationwide Insurance. Resources The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ B2B MarCom Summit: https://www.b2bsummit.co - use the code AGILE15 for 15% off registration for this event on May 23 in Reston, VA! Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Today we’re going to talk about maintaining agility in teams, and the AI maturity that leaders in the B2B enterprise space should be striving to achieve in the months ahead. To help me discuss this topic, I’d like to welcome Tommi Marsans, Marketing Technology Strategist at Verizon Business Group. Resources Verizon Business Group: https://www.verizon.com/business/ The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Today we’re going to talk about why customer journey mapping matters, and how it can improve customer loyalty, and drive other customer and business outcomes. To help me discuss this topic, I’d like to welcome Percy Rose, Customer Success Strategy Executive, Hewlett Packard Enterprise. Resources The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Business-to-business (B2B) marketing presents a unique set of challenges and has often been treated as a completely different marketing practice from business-to-consumer (B2C) marketing. But there’s one important thing to remember, and that is that all of the business customers are also B2C customers outside of their work life. Today we’re going to talk about B2C expectations in a B2B world and how consumer expectations can be managed and even exceeded in a B2B environment. To help me discuss this topic, I’d like to welcome Chris Costello, Executive Vice President, Worldwide Strategic Accounts at Amazon Business. Resources The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company