Podcasts

Podcasts

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Marketing to Technology Buyers with BEA's Rosanne Saccone

Rosanne Saccone, head of marketing for BEA systems, has a tough marketing challenge: how to grab and retain the attention of information technology buyers. Steve Gershik speaks with Rosanne about breaking through the noise to reach the IT buyer, the benfits of thought leadership, and her marketing plans for the year.

Listen to: Marketing to Technology Buyers with BEA's Rosanne Saccone

Seth Godin on marketing, new media, and his predications for the world of marketing in 2008.

His new book, Meatball Sundae, is one of the most important books on marketing in the past year. Seth is famous for saying that he doesn't do a lot of academic research for his books, but he is a professional "noticer of things." His notes and observations in this book are a must read for any digital marketer working today. And he shares some of these with Steve Gershik in this podcast.

Listen to: Seth Godin on marketing, new media, and his predications for the world of marketing in 2008.

Wonder what goes on inside an ad agency once you finish your meeting and leave?

Steve Gershik speaks with veteran ad man John January, vice president and director of brand voice at SHS in Kansas City. John's one of the creative forces behind the very popular advertising blog and podcast American Copywriter.

Listen to: Wonder what goes on inside an ad agency once you finish your meeting and leave?

What Makes a Successful Demand Generation Plan?

Gregg Holzrichter, senior director of global demand generation for VMware talks about what makes a successful demand generation plan, how VMware is successfully using marketing automation, and what his plans are for the future. Gregg honed his demand generation and sales and marketing alignment skills as a star marketer at Siebel Systems.

Listen to: What Makes a Successful Demand Generation Plan?

How to Talk to Customers

Steve Gershik spoke with Tom Larkin, author of the newly published book How to Talk to Customers. Tom, and his co-author Diane Berenbaum have a lot of experience consulting on customer service issues through their company Communico.

Listen to: How to Talk to Customers

Tom Meyer on Lead Generation on the Web

Tom is founder of Triple Dog Dare Media and author of the O'Reilly book Lead Generation on the Web and speaks often about creating offers that encourage prospects and customers to engage with your organization more deeply.

Listen to: Tom Meyer on Lead Generation on the Web

Automating the Lead to Sales Process with Aberdeen Group

Alan Hubbard of Aberdeen talks about the interesting results from their report:

• 53% of companies are currently using marketing automation solutions for lead management; this number is expected to jump to 83% in the next 24 months.
• To deploy a lead management solution, 54% of survey respondents indicated the need to demonstrate a return on marketing investment (ROMI) to justify implementation.
• 62% of best-in-class companies are focused on lead scoring and lead prioritization as strategic actions to focus sales efforts and reduce the sales cycle.

Listen to: Automating the Lead to Sales Process with Aberdeen Group

Messages that Stick: An interview with Chip Heath, author of "Made to Stick"

A lot of authors have written books on copywriting, but Chip and Dan Heath have written the definitive book on crafting lasting stories. Dan is a teacher and Chip is a Stanford professor, who has studied and analyzed hundreds of urban legends (remember the man who woke up in his ice-filled hotel bathroom to learn his kidney had just been harvested?) to determine what makes them so memorable.

Listen to: Messages that Stick: An interview with Chip Heath, author of "Made to Stick"

Andy Sernovitz of the Word of Mouth Marketing Association

Andy Sernovitz, head of the WOMMA, and author of the book "Word of Mouth Marketing: How Smart Companies Get People Talking" talks about the need for an association for word of mouth marketers, the ethics surrounding that marketing tactic, and what you can do to jumpstart your own WOM programs.

Listen to: Andy Sernovitz of the Word of Mouth Marketing Association

Ben McConnell and Jackie Huba of the must-read Church of the Customer blog.

Ben and Jackie have just released a new book called "Citizen Marketers: When People are the Message," and the timing of their book couldn't be better.

Time Magazine just named their "Person of the Year" for 2006" -- and it's "You." You're the person of the year. Congratulations. We talk about the implications of you being the person of the year and what social media has to do with all of it.

Listen to: Ben McConnell and Jackie Huba of the must-read Church of the Customer blog.

Ruth P. Stevens, Columbia University business professor, consultant and author of Trade Show and Event Marketing.

Ruth Stevens, one of the most influential people in B2B marketing, according to BtoB magazine, knows a lot about lead generation. And event marketing. And just about every business-to-business marketing strategy you can think of. Ruth talks about how to make your trade show spend more effective and things to avoid in your outbound marketing.

Listen to: Ruth P. Stevens, Columbia University business professor, consultant and author of Trade Show and Event Marketing.

Jill Konrath, consultant, blogger and author of the informative book Selling to Big Companies.

Jill has the real-world business experience that makes you take notice. She's carried a bag. She's made the cold calls. She's crept up to the precipice of the sales and marketing divide and looked straight down. In this interview, she provides plain talk that will help you make some changes in your organization to better sell to large (and small) companies.

Listen to: Jill Konrath, consultant, blogger and author of the informative book Selling to Big Companies.

Bryan and Jeffrey Eisenberg, authors of Waiting for your Cat to Bark

This podcast covers a wide range of topics with a central chorus of "talk to your customers like they want to be spoken to, not like you want to."

Listen to: Bryan and Jeffrey Eisenberg, authors of Waiting for your Cat to Bark

Tony Jaros, VP of Sirius Decisions on how B2B customers want to be marketed to, and more.

Tony Jaros talks about the latest research findings, including an intriguing new study on how B2B customers want to be marketed to and what sources they trust for information about your solution. Also, what marketing tactics are best to use to reach consumers?

Listen to: Tony Jaros, VP of Sirius Decisions on how B2B customers want to be marketed to, and more.

High Performance Marketing - An Interview with Dr. Naras Eechambadi, well-known author and CEO of Quaero Corporation.

Naras and Steve discuss the future of marketing and the role of marketers within the company.

Listen to: High Performance Marketing - An Interview with Dr. Naras Eechambadi, well-known author and CEO of Quaero Corporation.

Effective Marketing Automation with Knowlagent

Debbie Qaqish of Knowlagent, a call center solutions company talks about a unique business challenge -- nobody knows they need what Knowlagent provides (until they hear about it!).

Listen to: Effective Marketing Automation with Knowlagent

An Interview with Marketingsherpa's Anne Holland and Tad Clarke

Marketingsherpa publisher Anne Holland and her new Editorial Director Tad Clarke (formerly of DM News) talk about current trends in email marketing.

Listen to: An Interview with Marketingsherpa's Anne Holland and Tad Clarke

An Interview with Endeca's Will Pringle and his group's highly effective Demand Generation Team

Will and his team share some insights about the challenges they faced, how they structured their organization, and the benefits the company has seen as a result of his group's laser focus on demand gen.

Listen to: An Interview with Endeca's Will Pringle and his group's highly effective Demand Generation Team