Social Business Engine: The Enterprise Podcast On Social Media, Content Marketing, Social Selling And Employee Advocacy.

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts B2B marketing and sales have always been close cousins, but Bernie’s guest on this episode of Modern Marketing Engine says that the advent of Account Based Marketing has made them even closer than that - and he says that when they get together as part of the same team, bottom-line growth of the company is the result.  Sangram Vajre is co-founder and Evangelist of Terminus, an account based marketing platform that helps B2B marketers run efficient ABM programs at scale. His experience at Terminus - and previously as part of the Salesforce team - has enabled him to see that ABM is simply the way B2B should function overall. Sangram’s new book, “ABM is B2B” explains how an account based approach that unites marketing, sales, and customer success teams as #OneTeam empowers the entire company to focus on target accounts and generate real revenue outcomes rather than vanity metrics such as “leads generated.” This episode is

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Today’s consumer is digitally connected across multiple devices. When interacting with a brand, the consumer expects personalized communication that speaks directly to them. Bernie’s guest on this episode discusses how to bridge marketing, sales, and service to deliver a great experience to the modern consumer. Niki Hall, CMO of Selligent an intelligent digital marketing technology platform designed to create holistic marketing campaigns shares how creating an Omni-channel marketing communication plan results in a better customer experience resulting in higher engagement and higher conversions with consumers. Succeeding in the digital age requires an integrated rather than siloed view of customer engagement. The information that the sales and marketing departments obtain should be available to those in customer service and in real-time. Listen in as Niki shares how this is not only possible but also preferable from th

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts The path to leadership in marketing can be a daunting one for women. Bernie’s guest on this episode is Tricia Sacchetti, VP of Worldwide Marketing for Learning Tree International, a leader in the IT training industry. Tricia shares the story of her journey to a marketing leadership role and provides actionable advice for women looking to have a fulfilling career in marketing including earning leadership roles in their organizations. Tricia initially started her career in journalism but found that the industry was a hard one to break into. She took her communications background and applied it to marketing instead. She has since worked her way to the head of worldwide marketing in the leading provider of IT training, an industry dominated by male leadership. Tricia is passionate about being a role model for other women on their journey in their marketing careers. This episode is brought to you by Gong.io, the number one

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Understanding how customer conversations drive sales is a requirement in today’s data conscious business climate. With changes in technology happening daily, keeping up with what is and is not working in sales conversations is a must. Listen in as Bernie chats with Udi Ledergor, VP of marketing at Gong, about how customer conversations reveal key data points every business can and should use to increase the efficacy of their salespeople’s daily conversations with prospects and customers.  Two Israeli entrepreneurs founded Gong after searching for a solution to a sales dilemma and being unable to find it. After an abysmal quarter in one of their former companies, they sat down to listen to sales calls in an attempt to understand what’s changed in the current quarter versus a previous one. The call information that they found was an ineffectual data source because the recordings were poorly housed, labeled, and interpre

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts In his 27 years of marketing experience, Steven Handmaker has seen the industry evolve tremendously. Over the years, marketing has become equal parts creative and data science melded together, connecting the dots to help increase sales. Steven has been on the marketing team at Assurance since 2004 and on this episode, he shares with Bernie Borges how marketing has evolved in his time there. Assurance is a B2B commercial insurance brokerage managing over 6,000 clients for all things insurance, to include property and casualty, employee benefits, life insurance, worker’s compensation, etc. Steven was the first full-time marketing person on staff and has worked to build the brand of not only the company but also the individual brokers. Listen as he shares how Assurance has evolved from the days of cold calling into the world of digital sales in an industry that has been around since the 19th century. Get the Vengreso Sta

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Bernie and his guests have discussed using AI assistant technology for increased marketing efficiency several times on the show and each time in a slightly different way. Bernie’s guest today is Kevin Colosimo, Senior Director, Digital Strategy and Innovation, North America Marketing at Oracle. Kevin describes how his team is augmenting their workforce with virtual sales assistants powered by AI to produce more conversation-ready leads, aka CoRE. Oracle is best known as the world’s leading provider of database software, but after investing over $6 billion in research and development today it’s recognized as the global leader in business software with a broad portfolio of solutions for companies of all sizes. Kevin is part of the North America Marketing team reporting directly to sales. His goal is to help marketing and sales work more effectively together to achieve better results. One solution his team is implementin

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Companies have used marketing automation software since the 1990s when the internet became widely accepted for business use. The focus of the first two stages of sales and marketing transformation was on automation and integration of the two departments in a direct selling model.  Bernie’s guest on this episode is Jay McBain, Principal Analyst, Channel Partnerships & Alliances, with Forrester. The third stage of marketing automation is through-channel marketing automation (TCMA) per Jay, and he explains why. Jay has spent 25 years in channels, started his own channel software company, and currently serves as local Channels Practice Manager at Forrester.  In this episode, Jay walks through the history of marketing automation, why through-channel marketing is the future, and what businesses can and should do today to prepare. This episode is full of great tips and information if your company is looking to move into

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Vengreso recently published an original report titled The State of Digital Selling with LinkedIn in 2019. We surveyed 862 B2B sales reps across five industries: professional services, technology, manufacturing, healthcare, and financial services to assess their digital selling skills. The sales reps were asked 10 multiple-choice questions about how they use LinkedIn in their sales activities to assess how their use of LinkedIn impacts their digital selling results. Tune into today’s episode as Bernie and his guest Kurt Shaver, Co-founder and CSO at Vengreso, summarize the key findings that are published in the 20-page report. Get the full report on the Vengreso website or at stateofdigitalselling.com. Don’t miss out on the full report’s finding to understand how reps are being effective in digital selling through LinkedIn. How Has LinkedIn Impacted Digital Selling? One of the key takeaways from The State of Digital Se

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts B2B marketing teams strive to derive actionable insights from the vast amounts of data they collect to generate viable sales opportunities through buyer intent signals. They must have a strong definition of their ideal customer profiles (ICP), their target market segments, brand identity, buyer’s journey, and more. However, the volume of data is too much for marketers to identify buyer intent signals without the proper methods in place. In this episode, John Steinert, CMO of TechTarget explains the power of intent data and how marketers can harness it in account-based marketing (ABM). Be sure to listen all the way to the end, as John provides an in-depth view of the process through which TechTarget garners information supporting their buyer intent signals. How To Glean Buyer Intent From Buyer Behavior For the past 15 years, consumers and businesses have built patterns of buyer interest and intent in purchasing by cons

 Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts The marketing and sales teams in fast-growing technology companies must be aligned to produce measurable results. Conversica is a fast-growing tech company with a leadership team dedicated to marketing and sales being tightly aligned. Learn what it takes to create united marketing and sales groups and how unity produces measurable results, with Rashmi Vittal, CMO, and Gregg Ames, CSO of Conversica. This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at https://conversica.com How Traditional Marketing and Sales Alignment Is Defined Traditionally, marketing and sales have been organized independently of one another in an organization. The marketing team is responsible for brand building, lead generation and attracting opportunities in the market for a company. The sales team is responsible for diligen

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts   A marketing executive’s go to market strategy depends on whether their company is in an established category — going after market share gains — or if they are in a new category that requires awareness building for the category itself. Utpal Bhatt is the SVP of marketing at Qubole, a SaaS platform that processes cloud data and provides support for many large companies such as Oracle and Lyft, as well as many start-ups. Utpal heads up marketing and is responsible for brand awareness, product marketing, and lead generation. In this episode, Bernie and Utpal discuss the different go to market strategies that should be used when entering a cold market versus a hot and happening market. Listen to learn how to determine if you should create a new marketing category or if you are in an existing category and need to differentiate your product. This episode is sponsored by Conversica, AI software for marketing and sales that

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Marketing and sales alignment in manufacturing has undergone an evolution as digital transformation has become more pervasive. Some tried-and-true methods have become less effective because of the change in buyer habits. In this episode, Bernie speaks with the head of sales and the head of marketing at Kadant Johnson - a manufacturing company - about their digital sales transformation journey. You won’t want to miss this episode as Dr. Wes Martz, VP of Marketing, and Carl Howe, VP of Sales, discuss how embracing digital transformation at Kadant has positively impacted their marketing and sales alignment and practices allowing their teams to reach customers previously unavailable to them. This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at https://conversica.com How Tried And True Traditional Marke

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts   Great content marketing is about more than just publishing content. Your content has got to stand out - it's got to be truly great. On this episode of the Modern Marketing Engine, Bernie hosts Stephanie Stahl, the General Manager of the Content Marketing Institute. She says that the companies that do content marketing really well are those that are providing the best content, content that is aimed at connecting with audiences emotionally about things that really matter to them. Listen to this episode to learn how brands are doing great content marketing, why webinars are still very effective, what isn’t working for content marketing, and why having a clear picture of your audience's content consumption preferences is one of the most important things to understand. As GM of the Content Marketing Institute, Stephanie brings a wealth of experience to this topic, so be sure you listen! How Does Great Content Marketing W

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Have you developed a plan that drives your high performing sales team? Listen in to learn how Marketing Leadership can create a vision and a plan in collaboration with Sales Leadership to develop the most successful high-performance sales teams. Bernie’s guest on this episode is Meshell Baker, Director of Global Sales Development at the National Association of Sales Professionals and the founder and spokesperson for the Women of Sales & Influence. The National Association of Sales Professionals (NASP) is the largest online community of sales professionals in the world. NASP is dedicated to empowering dynamic leaders, teams, and professionals to be focused on value first and provide them the tools and resources to succeed. Listen as Bernie and Meshell, discuss the six steps to building high performing sales teams through a 45-day challenge series that empowers sales professionals to alter the conscious and unconsci

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Bernie’s guest on this episode is Darryl Praill, CMO of VanillaSoft, a Sales Engagement platform that provides sales and marketing teams tools to more efficiently engage, qualify and close the sale. Darryl is a passionate guy who has strong and informed opinions about the role of marketing. On this episode, he provides a clear picture of the evolving role of the Chief Marketing Officer, how it came to be the huge responsibility that it is, and even peeks into the future with his predictions of what is likely to happen for CMOs as time goes on. Don’t miss this episode. Attend the annual Brightcove PLAY event May 14 – 16, 2019. Visit www.play.brightcove.com to get all the details. The content at Brightcove PLAY is content you won’t find by searching online. When you attend PLAY, You’ll leave the event with a solid understanding of how organizations similar to your own are tackling video challenges and moving their busin

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Are you connecting to your buyers with video? Whether or not you are, this episode is one you should be sure to listen to. Bernie’s guest is Sara Larsen, CMO of Brightcove - Frost & Sullivan’s Global Company of the Year and Leader in 2018 Gartner's Magic Quadrant for Enterprise Video Content Management. Brightcove specializes in video content management and delivery so whether you’re just starting out with video or building your brand around it, Brightcove empowers you to scale as you grow and promises zero growing pains. In this conversation, Bernie and Sara talk about the ways brands are using video to reach out and engage their target market, to highlight customer stories, and to make a human connection with those in their audience. Sara also shares a way you can attend the upcoming Brightcove PLAY event via a discounted rate. Be sure to listen to get all the details. Attend the annual Brightcove PLAY event May

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Account Based Marketing is by no means a new topic to marketing professionals. But the advent of new technologies makes the ABM process potentially more effective - if we know how to integrate the proper tech and mindsets into our strategy. On this episode, Bernie speaks with Sydney Sloan, CMO of SalesLoft. Sydney brings a wealth of experience to the conversation, including a prolong at Adobe. In this conversation Bernie and Sydney discuss the 5 Pillars of an effective modern ABM strategy. Listen to learn how to know your customer, tier account priorities, integrate tools and technology, execute as one team, and then land and expand. This episode is brought to you by Zubtitle, a new online tool that makes it easy to automatically add captions to any video in minutes. Don’t let your videos get passed over on social media because people can’t follow along on mute. Head to http://Zubtitle.com/Vengreso to get started. PIL

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts As marketing professionals, it’s important that you think far beyond marketing campaigns - your brand promise has to be front and center in modern marketing. Why? Because your brand is what informs all the other marketing efforts you implement. To gain practical insights into this topic, Bernie invited Armen Najarian to join him. Armen is a 15 year Silicon Valley marketing veteran who serves as CMO at Agari, a company that makes it safe to open everything that comes into your email inbox. Among the first things he did after joining the Agari team was to lead the charge in rebranding the company in order to more effectively differentiate themselves in their market. In this episode, Armen explains why brand marketing must be integrated with the other demand generation vehicles already in place to make the most of your opportunities and stand out in your industry. Join Bernie and Amen on this episode of Modern Marketing

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts For years Marketing and Sales have been complementary but isolated departments. There was no reason for them to function in any other way. But the world has changed - business has changed. With the rapid evolution of digital technology, business cycles are more complex and buyers are more sophisticated. Organizations who thrive in the world of digitally engaged customers are those that adapt to the buyer’s behavior by marketing, selling, supporting and delivering a great customer experience leveraging digital engagement. Chris Sikora is Vice President of Marketing for Strategic Enterprise and The Public Sector at CenturyLink. Chris has more than three decades of sales experience in the telecommunications industry. His background in sales uniquely equips him to help with the digital transformation journey the company is making - and it’s not a small undertaking for CenturyLink with 55,000 employees. He's been working d

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts   The modern business landscape has changed - and that change is constant. It's imperative that business leaders, sales professionals and marketing teams lead the way in getting stuff done effectively. This episode features Alex Shootman, CEO of Workfront. Workfront is considered by many to be the first modern work management application that connects enterprise work, collaboration, and digital content into an Operational System of Record (OSR). As CEO, Alex drives the overall strategy, vision, and execution of the company, ensuring that Workfront is a dedicated partner in helping its customers transform the modern work experience. Alex is the author of a new book titled "Done Right," which is the main topic of this episode. The book is an interactive roadmap for next-generation leaders who need to get things done - from setting strategy to stakeholder buy-in to navigating roadblocks and taking action to get stuff don