We’re here with Season 2 of Break Free B2B Marketing interviews with some of the best known B2B brands and top marketers in the industry. Here you’ll find infotaining discussions on how B2B marketers can break free of mediocrity and status quo marketing with experts from Oracle, SAP, 6Sense and more. Enjoy!
Episode 1 – Gary Gerber of Folloze on Scaling ABM without Losing Focus
How can B2B marketers target more accounts as part of an ABM strategy without losing the one-to-one personalization dynamic that drives success for this practice? Gary Gerber and his team at Folloze are helping lead the revolution for powering ABM at scale. In Break Free B2B, he discusses the changes in technology, mindset, and operation required to reach the next level.
Episode 2 – Sendoso’s Sruthi Kumar on Bridging Online and Offline Experience
B2B marketers have to earn attention by offering unforgettable experiences. The best way to earn that attention, says Sendoso’s Sruthi Kumar, is to combine your digital tactics with offline, real-world, personalized experiences. In this interview, Sruthi explores the tactics that built Sendoso from a start-up to a leading brand in a highly competitive field.
Episode 3 – Oracle’s Kelvin Gee on Walking the Walk with Enterprise ABM
An estimated 93% of B2B marketers are practicing account-based marketing in some form. But far fewer are doing it successfully. We talked to Oracle’s Senior Director of Modern Marketing Business Transformation, Kelvin Gee, about his perspectives on making ABM work at the enterprise level. He explains his “Standardize, Evangelize, Train, Enable” model, offers insight around Oracle’s tech stack, and shares his parlor trick for teaching empathy.
Episode 4 – Lisa Sharapata of 6sense on the End of the MQL
Is it time for marketers to say goodbye to the MQL? Lisa Sharapata from 6sense explains how her company is uniting sales and marketing for dynamic, hyper-personalized marketing with a laser focus on revenue.
Episode 5 – Danny Nail of SAP on Creating a Global ABM Platform
Marketers don’t have to trade personalization for scale anymore, says SAP’s Global Head of ABM, Danny Nail. Danny explains how his team built a platform that enables truly personalized content at scale, at a fraction of the cost of creating assets from scratch.
Episode 6 – Latane Conant of 6sense on Dropping the Ing from Chief Marketing Officer
Latane Conant is the world’s first Chief Market Officer, and she’s here to tell us how losing the ‘ing’ makes all the difference for modern marketing. It’s about understanding your market, setting the right priorities, and supporting the entire revenue chain.
Episode 7 – “Webinerd” Mark Bornstein of ON24 on Dialing In Digital Experiences
With physical meetings and real-life events unavailable to marketers, there’s an increased focus on digital experiences like webinars. Few people know this area as well as ON24’s VP of Marketing Mark Bornstein. In this episode of Break Free B2B, he shares his thoughts on the changing nature of lead generation, the need to double-down on opt-in marketing, and the ever-growing value of empathy, connection, and compassion in digital experiences.
Episode 8 – Julie Brown of Johnson Controls on Measuring Marketing — From ROI to EBIT
Can you show your marketing’s contribution to earnings before interest & taxes (EBIT)? Julie Brown explains how her department uses data-driven “upstream marketing” to bring measurable monetary value to her organization’s bottom line.
Episode 9 – Sofia O’Malley of Dell Outlet on Creating a Global B2B &B2C Marketing Team
Managing a global marketing team is challenging enough–but what if you had to reach both B2B and B2C audiences? Sofia O’Malley shares how the Dell Outlet team creates killer content that gets results.
Episode 10 – Sean Crowley of Dun & Bradstreet on Cracking the Alignment Code
Creating true organizational alignment at a large and complex company represents an immense challenge. It’s one that integrated marketing leader Sean Crowley tackles daily at Dun & Bradstreet, and he was kind enough to share his guidance and perspectives with TopRank Marketing on a new episode of Break Free B2B.
Episode 11 – Andre Ortolon of Dell Outlet on the Power of Micro Influencers
Andre Ortolon explains how Dell Outlet created a micro influencer campaign that bridges the B2B/B2C divide, delivering hyper-relevant content on a budget.