Welcome to Season 1 of TopRank Marketing’s Break Free B2B Marketing interview series. We’ve connected with some of the top B2B marketers in the world from brands like LinkedIn, Dell, SAP, Eaton, Engagio and more to bring you insights, trends, and best practices to help you break free of boring, status quo and under performing marketing.
Episode 1 – Amanda Todorovich of Cleveland Clinic on Breaking Free with Profitable Content
Cleveland Clinic senior director of health content Amanda Todorovich sat down with TopRank Marketing president and co-founder Susan Misukanis in a Break Free B2B interview. Amanda and Susan discussed using Cleveland Clinic’s blog to not only provide answers to people searching for health-related concerns, but also finding ways to make the content profitable.
Episode 2 – Amisha Gandhi of SAP Ariba on Breaking Free with Sizzle and Credibility through Influencer Content
Amisha Gandhi, vice president of influencer marketing and communications at SAP, sat down with TopRank Marketing president and co-founder Susan Misukanis in a Break Free B2B interview. Amisha and Susan took a look at a variety of integrated B2B influencer marketing topics to help break free from boring B2B, sharing creative and fun ways that add sizzle and build brand credibility.
Episode 3 – Brody Dorland of DivvyHQ on Breaking Free with Content That Lasts
Brody Dorland, co-founder of DivvyHQ, sits down with TopRank Marketing president and co-founder Susan Misukanis in a Break Free B2B interview examining how to create content that lasts. Brody and Susan explore how to move away from content campaigns and into a model that supports long-term content strategies.
Episode 4 – Clare Carr of Chief on Breaking Free with Data Informed Storytelling
Clare Carr, vice president of marketing at Chief, sits down with TopRank Marketing senior content marketing manager Joshua Nite in a Break Free B2B interview that digs in to using data to tell stories. Clare shares how to use data to build a relationship with your audience, and how data can inform creativity in content and make it both interesting and effective.
Episode 5 – Hal Werner of Mitel on Breaking Free with Analytics and Creativity
With TopRank Marketing’s Nick Nelson as host, Hal Werner of Mitel joins the Break Free B2B Series to share his enlightening views on the crucial intersection between creativity and data in digital marketing.
Episode 6 – Dell Technologies’ Janine Wegner on Building Brand Thought Leadership by Partnering with Influencers
How is Dell Technologies building its brand into a trusted industry thought leader? On this Break Free B2B episode, TopRank Marketing President Susan Misukanis sits down with Dell Technologies’ Global Thought Leadership Program Manager Janine Wegner to talk about how B2B brands can and should partner with influencers to drive brand objectives.
Episode 7 – Brennan Industries’ John Joyce on Creating Value Through Educational Content
What’s an essential B2B content marketing commandment? Thou shalt create content that offers value. And perhaps the best way to do that is the simplest: Educating your audience on the things they want to and need to know. In this episode of Break Free B2B, we talk with John Joyce, Global Marketing Director at Brennan Industries, about how he and his team have driven triple digit increases in leads by implementing a content marketing strategy rooted in educational content.
Episode 8 – Jon Miller of Engagio on How Marketers Can Keep Their ‘Ship’ Together
B2B marketing is heading towards a shipwreck, according to Jon Miller, CEO and co-founder of Engagio.
Episode 9 – LinkedIn’s Judy Tian on Humanizing B2B Brands with the Help of Influencers
If your B2B brand is struggling to break free from a robotic perception, you’ll definitely want to check out this Break Free B2B interview with LinkedIn’s Judy Tian on humanizing brands through influencer partnerships.
Episode 10 – Ernst & Young’s Maliha Aqeel Discusses How to Get an A in Company Culture
Maliha Aqeel, Assistant Director of Brand, Marketing and Communications at Ernst & Young, is known for being a staunch advocate of the three C’s that drive brands: Content, customer, and culture.
In this episode of Break Free B2B, Maliha discusses the role of culture in driving employee and customer satisfaction in this video with TopRank Marketing’s Joshua Nite.
Episode 11 – CMWorld’s Stephanie Stahl on Data-Driven Event Planning and Promotion
If you enjoyed Content Marketing World this year, you owe thanks to Stephanie Stahl, the General Manager for Content Marketing Institute (CMI), and her team. Each year, Stephanie and her team deliver an experience that is better than the last. So, how do they do it?
In this episode of Break Free B2B, she pulls back the curtain on the data, community feedback, and hard work that goes into every Content Marketing World.
Episode 12 – Tom Treanor of Arm Treasure Data on Perfecting B2B Marketing Personalization
Perfect personalization requires the right data to create the right content and deliver it at the right time. Be too familiar, too soon, and your customers are looking for every digital restraining order they can find. So, how can marketers find the right balance between personable and creepy?
In this episode of Break Free B2B, our client Tom Treanor, Global Head of Marketing at Arm Treasure Data (ATD), shares key marketing personalization tactics and strategies for your B2B brand.
Episode 13 – Eaton’s Zari Venhaus on How to Scoot Your Way to Martech Transformation Through Storytelling
According to Zari Venhaus, Director of Corporate Marketing Communications at Eaton, when trying to get internal buy-in for new technology and martech transformation, it’s essential to have the right story and use the right language.
During this lively Break Free B2B interview, Zari and Susan Misukanis, President of TopRank Marketing, discuss storytelling, the need for martech transformation, sharing, and using scooters as the vehicle for inspiration.
Episode 14 – Adam Dunn on Creating Blockbuster Video Content in the B2B Space
Marketers are being challenged in new ways to entertain and captivate audiences. In our search to uncover creative new techniques, we chatted with Adam Dunn, a film director and video effects specialist with a serious Hollywood résumé. Find his tips on creating can’t-miss video content in this Break Free B2B interview.
Episode 15 – Adi Bachar-Reske on Taking the Lead in the Evolution of B2B Content Marketing
A veteran of marketing leadership in the FinTech space, in this episode of Break Free B2B Adi Bachar-Reske, who is now an independent consultant, shares her views on content consumption trends, building trust in B2B, and more.
Episode 16 – Ben Wallace of Link Positive on the ‘Triple Bottom Line’ in B2B Marketing
As CEO of the clean energy consulting firm Link Positive, Ben Wallace understands the deeper business implications of sustainability. In his wide-ranging Break Free B2B interview with TopRank Marketing, Ben explains the “Triple Bottom Line” and the material impact on productivity, brand image, employee awareness, and more.
Episode 17 – EST Creative’s Emily Thompson on the Power of Content Marketing in Health Care
You’d be hard-pressed to find an industry where building trust is more critical than in health care. Emily Thompson has been working in this sector as a copywriter and content strategist for years, and in this episode of Break Free B2B she shares her thoughts on using content marketing tactics and techniques to develop strong relationships when the stakes are high.
Episode 18 – Alteryx’s Carol-Lyn Jardine & Vivint Solar’s Heather Hurst on Managing Change in B2B Marketing
Amidst employee churn, client turnover, strategy pivots, and emerging new technologies, B2B marketers are inevitably facing change on a regular basis. How best to navigate this reality while remaining steadily focused on the unflinching objectives in front of us? In this episode of Break Free B2B, marketing leaders Carol-Lyn Jardine and Heather Hurst offer helpful guidance on change management in the B2B space.
Episode 19 – Morgan Stanley’s Margaret Magnarelli on the Psychology of Trust for Better Marketing
Every decision people make has an element of trust built into it. And content marketers have the opportunity to become trusty guides, according to Margaret Magnarelli, Executive Director of Digital Product Evolution and Growth Marketing at Morgan Stanley.
In this episode of Break Free B2B, TopRank Marketing President Susan Misukanis sits down with Margaret to talk about the four “trust factors,” engaging the C-suite around trust, key trust metrics, and more.