Customers and growth
B2B demand and pipeline
Episodes on demand generation, account-based marketing, buying committees and pipeline beyond the MQL. Guests include Lina Tonk of Recurly, Andrea Sexton of Ledger Bennett, Milka Privodanova of LinkedIn and Chris Bagnall of Transmission.
- EP 112
Andrea Sexton CEOLedger Bennett “deals are being won and lost without you even getting a seat at the table” B2B brand and storytelling - EP 108
Renaye Edwards Chief Operating Officer and MDAmmunition “They don't give a shit about that.” B2B demand and pipeline - EP 99
Chris Bagnall Chief Executive OfficerTransmission “we've gotta cut the amount of content that we're creating by about a third 'cause it's just slop.” B2B brand and storytelling - EP 98
Milka Privodanova VP Marketing Solutions, Large Customers InternationalLinkedIn “Trust and credibility is the new currency in B2B.” Creators and influencer marketing - EP 89
Dragos Marica Associate Director, Performance MarketingDirective “Break things. Then keep what works.” B2B demand and pipeline - EP 84
Jen Brown DirectorEngaging Interactions “Marketing's job is to create the environment sales needs to feel confident.” B2B demand and pipeline - EP 82
Chris Elsheikhi VP Demand GenerationUsercentrics “Consent is now a performance metric. Trust is the new marketing.” Data, identity and privacy - EP 80
Ben Smith Marketing DirectorReachdesk “Pipeline happens when you interrupt the pattern.” B2B demand and pipeline - EP 72
Mitali Israni Senior Director of MarketingPantheon “Marketing as a revenue engine” B2B demand and pipeline - EP 47
Salomé Imedashvili Director of GSI and Strategic PartnershipsSalesforce “Partner leads convert at 8 to 10 times the rate” Partnerships and sponsorship - EP 38
Lina Tonk Chief Marketing OfficerRecurly “Marketing should own the full pipeline” Sales and marketing alignment - EP 18
Kirsty Fraser Senior Director of International and Lifecycle MarketingMovable Ink “Humans buy from humans” Customer experience and personalisation - EP 14
John Watton Fractional CMO and AdvisorIndependent “The golden age is now” B2B demand and pipeline - EP 10
Mark Debenham VP of Growth Marketing and Marketing OperationsAdverity “The marketing pretzel” B2B demand and pipeline - EP 8
Steve Reny and Jennifer Griffin Smith CEO / Chief Market OfficerAcquia “Chief Market Officer, not Marketing Officer” B2B demand and pipeline - EP 6
Shafqat Islam CMOOptimizely “If we stopped marketing, nothing would change” B2B demand and pipeline - EP 5
Mary Cirincione Vice PresidentPropeller Group “Reporter at heart, PR by trade” B2B brand and storytelling
Guests on this topic
- Andrea Sexton Ledger Bennett
- Renaye Edwards Ammunition
- Chris Bagnall Transmission
- Milka Privodanova LinkedIn
- Victoria Dyke Ziggy
- Dragos Marica Directive
- Jen Brown Engaging Interactions
- Chris Elsheikhi Usercentrics
- Ben Smith Reachdesk
- Mitali Israni Pantheon
- Salomé Imedashvili Salesforce
- Lina Tonk Recurly
- Dana Kalfas Bodine Trustpilot
- Timo Weis Infosys
- Kirsty Fraser Movable Ink
- David Keene Wipro
- John Watton Independent
- Vitaly Pecherskiy StackAdapt
- Azlan Raj Dentsu EMEA
- Mark Debenham Adverity
- Christopher Hogg Lotame
- Steve Reny and Jennifer Griffin Smith Acquia
- Shafqat Islam Optimizely
- Mary Cirincione Propeller Group
- Marilyn Mead Winmo
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Frequently asked questions
Which Business of Marketing episodes cover B2B demand and pipeline?
25 episodes so far. The most recent are with Andrea Sexton of Ledger Bennett, Renaye Edwards of Ammunition and Chris Bagnall of Transmission.
What does B2B demand and pipeline cover?
Demand generation, account-based marketing, buying committees and pipeline beyond the MQL.