Episodios
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Many believe lead scanning is dead as tradeshows and events belong to the past in the New Normal after the COVID pandemic. But what Oliver in this little coffee talk is talking about was even amazing Uwe himself, as connoisseur of the industry. It looks like that this topic is the new hidden champion when it comes to self-generated lead development through the clients themselves.
Tune-in and find out how and why clients start developing leads for their suppliers, about how in the Asset-as-Service economy lead scanning will be your game changer and how you can profit from Oliver´s very special presentation for our community of this podcast getting one free workshop with some of his experts for your organization worth approximately 2500,- Euros.
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Uber as the largest mobility company does not own any cars. AirBnB as the words largest accommodation company does not own any hotels. Facebook as the words leading content generator does not create any content itself. So, why do industrial companies still think needing to own their equipment and machines? Maybe because Jeremy Rifkin´s hypothesis about "outdated" top managers is valide?
Matthias Schlipf from the Munich University of Applied Science currently runs the biggest study in the area of EaaS in order to enable B2B Marketers applying the concepts and models of the B2B Marketing Guidebook to also initiate and facilitate this paradigm shift in industrial companies in order to sustainable assure the survival of European industrial not only small and medium but also large-size companies.
Tune-in to this groundbreaking coffee talk and learn what you need to learn and understand to get you into the EaaS-economy!
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This third BEST OF of the B2B Marketing Guidbeook podcast episode dives into the ever-more important topic of conent. Uwe is featuring terms such as Content Enablement, Smart Content, Customer Centricity or Contingence-centric Content Management. Tune-in and listen what leading B2B marketing experts such as Alexandra Enders from HILTI, Mark Herten and Johnathan Barrett from PUBLITEK, Lukas Konszuniak from GROW or Olaf Mörk share with us on all these topics.
Tune-in and enjoy!
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The first BEST OF epiosde was a huge success and multiplied the reach of our B2B Marketing Guidebook podcast. Tune-in and find out which authors are being featured in this second BEST OF and do not miss to learn and profit from their unique experience.Tune-in, enjoy and win! All comments, questions, posts, likes and shares received will be entered into a draw for five signed copies of the English first edition of the book. So take the chance and link, share and comment on them and with a little luck one of the books will be sent out to you in the next weeks immediately after publication. Get all infos at the end of this first "Best Of" episode and send us your contributions to [email protected] Support this podcast: https://podcasters.spotify.com/pod/show/b2bmarketingguidebook/support
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Tune-in and win!In recent months, the publisher of the B2B Marketing Guidebook Uwe Seebacher himself, has conducted more than 30 café talks with some of the best and leading international marketing managers and experts. This has resulted in a unique collection of interesting statements, opinions and above all future perspectives. In the coming weeks until the publication of this new, already prior to its publication highly praised standard work in the field of industrial goods marketing, the best statements and recordings will again be presented in several "Best of" Podcast episodes. Tune-in, enjoy and win!All comments, questions, posts, likes and shares received will be entered into a draw for five signed copies of the English first edition of the book. So take the chance and link, share and comment on them and with a little luck one of the books will be sent out to you in the next weeks immediately after publication. Get all infos at the end of this first "Best Of" episode and send us your contributions to [email protected] Support this podcast: https://podcasters.spotify.com/pod/show/b2bmarketingguidebook/support
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Many more interesting thoughts and perspectives on what industry and B2B markting will need to deal with in the near future are discussed and elborated. Tune-in to the second part of the coffee talk of Uwe and Waldemar on "Time to innovate" and find out why technical sales will disappear and how digital companies will play their part in the game. Learn what future successful top managers will need to do and profite from many different companies being discussed in this episode such as leading German company TRUMPH.Enjoy!--- Support this podcast: https://podcasters.spotify.com/pod/show/b2bmarketingguidebook/support
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Switch on and take a virtual seat for a unique coffee talk with one of only 20 B2B Marketing professors in the world - and for sure one of the leading ones in that area. "It's time for innovations" and "technical sales is dead" are just two of the surprising and very clear statements made by Waldemar Pfoertsch, a man who has seen it all, experienced a lot and therefore needs to know.
As a long-time friend and companion of the marketing legend, mastermind and guru Phil Kotler, author of the book "Marketing 4.0", Waldemar Pfoertsch is one of the world's leading professors in the field of B2B marketing and his contribution as author of the B2B Marketing Guide is further proof and indicator of the importance of this book even before its publication and how important this new educational and standard work will be for B2B marketing as a new standard and textbook for many years to come - not only for marketers but even more so for industrial managers, leaders and executives.
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Tune-in and meet one of the leading marketers in the Americas Mr. Julián Garritz. Uwe and Julián jointly authored the Spanish version of the already best selling German original edition of the 50 pages "B2B Marketing Essential" with highly recognized Springer Publishing. The B2B Marketing Essentials are perfect companions for getting an overview on next practice industrial markeing. This is the perfect management book for your non-marketer-boss and already available in five languages...
In this episode Julián gives an overview on the B2B Esencial and explores brilliantly the different challenges the B2B marketers in the Americas are facing. With his amazing background and experience from clients in Mexico and Peru down to Argentina, Julián for the first time in-depthly elaborates on the these regional differences - and he knows what is he talking about because after all James Bond is only that successful in the region as Julián is serving Universal Pictures, among other international clients, in different countries across the globe with award-winning campaigns.
Tune-in, enjoy and get the book with this link: https://amzn.to/36Exz4G
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This is the second part of this so enriching coffee talk on data-driven management with Dale Vile from Freeform Dynamics. Tune-in and learn how you can get started developing a data-driven corporate environment and what it takes to overcome silo thinking. Dale and Uwe are also elaborating latest findings in regards to financial benefits and advantages of data-driven organizations as they perform significantly better then their peers without the required data infrastructure.
If you want to also quickly self-assess your own organization for free in regard to data-driveness and predictive intelligence, then you can use this link: https://www.survio.com/survey/d/R9D4E6N6A2A0F3X5O.
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The feedback on the episode with Lukas Strohmeier on "Central Business Intelligence" was overwhelming, This is why we decided to elaborate more on this ever more important topic. Tune-in to this episode with Dale Vile, co-founder of Freeform Dynamics, and international one of the most recognized industry experts when it come to data-driven management and business intelligence. Dale recently published a research paper on data-driven management in Europe and uncovered that only 5 - 8 % of European companies can be considered as data-driven. This means the vast majority is flying in blind flight. In this little coffee talk between the B2B Marketing Guidebook editor uwe and Dale, you will learn what this means and how to overcome this dilemma. If you want to also quickly self-assess your own organization for free in regard to data-driveness and predictive intelligence, then you can use this link: https://www.survio.com/survey/d/R9D4E6N6A2A0F3X5O.
For more information, do not hesitate to contact us.
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"Retail means detail" - what does that have to do with B2B Marketing? B2B sales have also taken off digitally. Buying centers are experiencing their zero moment of truth with new products and services today before they contact the supplier. This podcasts episode introduces one of the many best in class case studies in the guidebook about the approach innogy has taken to reach its target groups more effectively and efficiently. Tune-in and fine out how innogy is actively shaping the energy turnaround and reinventing itself as a solution provider, developing new products and entering new markets more than successfully. Beatrice and Markus are bringing this case study surprisinlgy brilliant straight to the point and down to three core messages and lessons learned. If you want to know, then....Tune-in and find out!--- Support this podcast: https://podcasters.spotify.com/pod/show/b2bmarketingguidebook/support
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Do you want to meet the new kids on block? Then tune-in and listen to this coffee talk with Uwe and Connor, who happens to be the youngest author having been accepted to contribute to the B2B Marketing Guidebook. Connor is a perfect example of the millenais´ generation as he already developed accounts and communities on different channels with some hundred thousands followers. He knows what he is talking about and what B2B Marketers need to consider for being able to successfully deal with the ever faster changing social media landscape. He is the prototype of the next generation B2B Marketer deploying Predictive Profit Marketing. If you want to get an idea of what thought leaders in B2B are thinking about and working on in the area of social media than do not miss this episode. You will be surprised about latest developments in regard to the relevant B2B Social Media landscape. And above all, the new kids on the block are not expensive and do not require a costly martech stack....Tune-in and enjoy, and get the book at https://www.springer.com/de/book/9783030542917---- Support this podcast: https://podcasters.spotify.com/pod/show/b2bmarketingguidebook/support
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Tune-in and meet the "007" of state of the art Business Intelligence Lukas Strohmeier. The aim of his article is to elaborate on the possible benefits of a Centralized Business Intelligence (CBI) department in the industrial b2b segment. If you want to know about his experience on setting up such a CBI unit, then do not miss this coffee talk. You will be surprised about the investment sums Lukas had available for installing this ever more important unit. His focus is on market centered business intelligence, therefore labeled as market intelligence. A big issue in the strategic planning of industrial companies is the fact, that they often do not even know the size of the markets they are competing in, which is mainly the result of a lack in reliable data and data handling skills. In this episod Lukas gives some first insights into his method on how to effectively and successfully deploy such CBI units and their benefits.Powerful data visualization software, which emerged in the 2010s, is identified as the critical element in the evolution of market intelligence methods. These tools allow even smaller organizations to harvest the full potential of the data and enable an efficient knowledge distribution within the organization. Tune-in and learn how Lukas successfully mastered to find the right tools....Happy listening!--- Support this podcast: https://podcasters.spotify.com/pod/show/b2bmarketingguidebook/support
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Do you want to know which content in today's content overload still has a chance to survive and how it can be successfully placed with a target group and within the search engines and channels. Then tune-in and learn more about "CCCM" standing for Contingency-Centric Content Management, which is based on behavioral psychology and belongs to the category of soft-selling. For the first time the godfather of the proven CCCM approach publishes an articel as part of the B2B Marketing Guidebook. Olaf and Uwe are talking about CCCM in general and exploring psychosocial benefits for customers often being more relevant than factual-functional benefits. Olaf also explains how the three paper in the B2B Marketing Guidebook on Content Management interlink and he explains how his innovative approach in the area of smart content marketing increasingly uses industry-relevant information from the legal-political environment, the trend towards further education, and the social environment. Tune-in and enjoy!Order the book already now and be among the first to hold a copy in your hands: https://www.springer.com/de/book/9783030542917--- Support this podcast: https://podcasters.spotify.com/pod/show/b2bmarketingguidebook/support
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Do you have a "Social CEO"? Why is Markus not really into Marketing KPIs? What role plays an "authentic narrative" in corporate influencing? If you want to take the acceleration route with corporate influencing you should definitely tune-in to this coffee talk with your host Uwe Seebacher and Markus Weinländer on how also especially small companies can place their content in the global communication landscape without large budgets. One method is the use of corporate influencers – own employees who take up the company's topics on social media platforms and transport them with an authentic, personal touch. The advantages for the company: A wider reach beyond the official corporate channels, a richer communication design by the experts, as well as positive effects on the brand and overall perception.
Happy listening!
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Do you know how to embrace art and science? Do you also perceive processes as a cage when it comes to content marketing? If you want to learn on how to get more time for real content marketing and management then you should tune-in to this coffee talk of Uwe and Lukasz. Lukasz has developed a huge community in Poland and is a B2B marketing superstar in his country. He worked for some of the biggest brands and one can get an idea of his enourmous experience when listing to this podacst episode. Uwe and Lukasz are exploring new fields and roles in the area of content marketing. And Lukasz also takes the time to address some very interesting and personal words to his globally distributed Polish-speaking community. Don´t miss and tune-in.--- Support this podcast: https://podcasters.spotify.com/pod/show/b2bmarketingguidebook/support
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This episode features one of the international leading experts in B2B Marketing Andy Bacon from London. Andy will author an article on ABM what he considers as a strategic topic with many challenges. With his over 30 years in B2B marketing he knows what he is talking about, even though getting into marketing was an "accident". Find out if ABM is an IT topic and what ABM and Key Account Marketing have in common. Take a look behind the scenes of ABM and get some first insights into Andy´s article. --- Support this podcast: https://podcasters.spotify.com/pod/show/b2bmarketingguidebook/support
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This is the third episode on Marketing Automation introducing the last paper on that topic. Uwe welcomes the young sympathetic Marketing professional from Mexico and talks with her about her case study on MA from a multi-national company. Based on Mariana´s experience MA can serve as a central docking station that brings together other important marketing technologies (MarTech), which according to research amount to about 8.000 solutions as of 2020. Mariana considers this fact and the fact that the decision-making processes for technology investments within B2B organizations are driven by cross-functional stakeholders as main reasons why choosing the right marketing automation platform must be considered as an endeavor involving a great deal of alignment efforts and probably a redefinition of the role of marketing within the organization. This podcast episode gives a sympathetic insight into this highly interesting practical contribution to the book.
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Tune-in and learn how social media today can be used intelligently and efficiently in the B2B sales process. In this coffe talk with Beatrice Uwe explores how to achieve goals and maintain customer relations with social selling in B2B. Beatrice explains her view on social selling and the challenges for this important for the B2B area. How can you enable your sales employees to use social media to increase their knowledge of customers and customer needs, to establish contact with relevant players and potential customers and to position themselves as topic experts in the pre-sales phase. The advantages for the company are many and varied, for example, high reach in the target groups, early presence with the customer, low financial expenditure, contact with important decision-makers and in complex buying centers. The prerequisite is that sales staff has an affinity for social media. This episode sheds light on a sales approach that has been investigated in academic research for quite some time now. With the further spread and use of the Internet and social media, this approach is gaining more interest and becoming more interesting for companies. From the practical side, the interest is also growing and it can be observed that social selling is increasingly used. Enjoy the vivid informal talk of Beatrice and Uwe and be surprised what kind of creative sympathetic hobby those two share.--- Support this podcast: https://podcasters.spotify.com/pod/show/b2bmarketingguidebook/support
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One core topic of showing the power and performance of Next Generation B2B Marketing is Successful Lead Management (SLM). In the area of SLM the air is very thin when it comes to internationally recognized marketers with a proven track record. For the B2B Marketing Guidebook one of these few matter experts was engaged. The Global Marketing Director of international Austrian leading AVL Group Stephan Wenger will author this ever more important topic and can refer to a proven track record. He knows all about this topic. In this coffee talk he will give some insights on core success factors on SLM and will also share some thoughts on how and where to start. Find out what Stephan things about SLM belonging to sales or marketing and what role IT plays. Stephan considers himself a martech guide and will also reflect that topic in this article. Don´t miss this episode and get to know what you can expect on Lead Management in the B2B Marketing Guidebook being published in Q4/2020.--- Support this podcast: https://podcasters.spotify.com/pod/show/b2bmarketingguidebook/support
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