A few years into scaling one B2B software company, its cold outreach had become exactly the kind of generic, forgettable email everyone else in the industry was sending. Close rates cratered. Once the team rebuilt outreach around actually being useful to prospects, win rates climbed higher than they'd ever been.

In today's episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Rob Gonzalez, Co-Founder of Salsify.

You'll learn:

1. How Salsify started building its digital DNA, and Rob's major responsibilities as CMO
2. The crucial role of the right customer for successfully scaling your product-market fit
3. Top advice on how to create and test valuable content efficiently
4. The evolution of B2B marketing, and why quality over quantity ultimately wins
5. How Salsify defines its own product category and builds thought leadership through community development

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Get in touch with Rob on LinkedIn: https://www.linkedin.com/in/robgonzalez/

Rob's book recommendation:
Deep Work: Rules for Focused Success in a Distracted World by Cal Newport | https://www.amazon.com/dp/1455586692

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Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients.

Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/
More episodes and insights: leadersinmarketing.io

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Conversation originally aired on April 5, 2021.

For cybersecurity buyers, analyst firms like Gartner and Forrester function as influencers. For a CISO, picking the wrong vendor isn't just a bad decision, it can cost them their career.

In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Carrie Kelly, Marketing Executive, B2B Tech & Cybersecurity.

You'll learn:

1. How to influence the sales pipeline with marketing
2. Which metrics you should track to measure the impact of your marketing strategy
3. Which content pillars work best for your sales pipeline, and tips for creating them
4. The power that in-person events and unique experiences can hold for your business
5. Why your company should have an analyst relations strategy

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Get in touch with Carrie on LinkedIn: https://www.linkedin.com/in/carrienkelly/

Carrie's book recommendations:
Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets by Al Ramadan | https://www.amazon.com/dp/0062407619
The Power of Story: Rewrite Your Destiny in Business and in Life by Jim Loehr | https://www.amazon.com/dp/0743294521

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Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients.

Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/
More episodes and insights: leadersinmarketing.io

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Conversation originally aired on September 29, 2022, when Carrie Kelly was CMO at Cyderes. At time of re-airing, she is VP of Global Integrated Marketing at Commvault.

COVID hit GE Healthcare's marketing teams like a punch in the face: no warning, and overnight, the trade fairs that drove a third to 40% of the company's marketing budget were simply gone.

In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Simon Philip Rost, Marketing Executive, Digital Health & AI.

You'll learn:

1. How the COVID-19 pandemic affected GE's marketing strategy, and four key takeaways driving their future success
2. GE's formula for developing digital opinion leaders and creating successful social media content
3. What GE's sales strategy and cooking have in common, and how they built a standout sales training organization

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Get in touch with Simon on LinkedIn: https://www.linkedin.com/in/simonrost/

Simon's book recommendations:
If Disney Ran Your Hospital by Fred Lee | https://www.amazon.com/dp/0974386014
Virtual Selling by Jeb Blount | https://www.amazon.com/dp/1119742714

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Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients.

Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/
More episodes and insights: leadersinmarketing.io

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Conversation originally aired on July 25, 2021, when Simon was Marketing Executive at GE Healthcare. He has since been promoted to Chief Marketing and Strategy Officer at the company.

The fastest way to double your revenue isn't doubling your leads, but getting marginally better at converting the ones you already have.

In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele catches up with Latané Conant, Marketing Executive & Author of "No Forms. No Spam. No Cold Calls," to talk about why most marketing teams still get this wrong.

You'll learn:

1. How to understand modern B2B buyers and identify qualified accounts
2. How to understand your B2B market to level up your marketing
3. Why you should stop cold calls and mass outreach
4. Tips for running your marketing team more effectively
5. How to engage with your customers in the right way

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Get in touch with Latané on LinkedIn: https://www.linkedin.com/in/latane-conant/

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Sammy Gebele and SAWOO offer a B2B community-building service that establishes you as a thought leader in your industry and helps you build genuine, human-to-human relationships with your dream clients.

Get in touch with Sammy on LinkedIn: https://www.linkedin.com/in/sammygebele/

More episodes and insights: leadersinmarketing.io

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Conversation originally aired on March 29, 2021, when Latané was CMO at 6sense. At time of re-airing, she is CMO at Parloa.