Episodes
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In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Rachel Kennedy, the founder of Southern Lighthouse. They discuss the power of LinkedIn in building personal and company brands, especially for B2B businesses. Rachel shares her journey from a career recruiter to an employer branding expert, and offers insights into creating a compelling LinkedIn presence.
Key topics include the importance of consistency, strategic content creation, and overcoming common LinkedIn challenges. Rachel also introduces her upcoming LinkedIn Brand Accelerator program, designed to help business leaders maximize their LinkedIn potential. Tune in for actionable tips to enhance your LinkedIn strategy and drive business growth
Topics Discussed:
LinkedIn’s role in building personal and company brandsEmployer branding to attract and retain top talentUnifying HR and marketing for seamless recruitment and brand messagingBuilding a LinkedIn strategy with consistent, sustainable contentAddressing LinkedIn challenges (time, authenticity, confidence)Using LinkedIn polls for lead generation and business insightsOptimizing LinkedIn profiles for visibility and networkingTo learn more about Rachel Kennedy, connect with her on LinkedIn at: https://www.linkedin.com/in/rachelkingkennedy/
To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/
To connect with Marketing Refresh, visit: MarketingRefresh.com
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In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Trish Balmos the President & Founder of Vine Sales Consulting. This episode covers the importance of cohesive brand stories, value propositions, and proper budget allocation.
Listeners will learn about the significance of CRM tools, diagnosing brand and audience issues, and overcoming internal misalignments. Terri and Trish also discuss insights on fostering team cohesiveness, conducting brand audits, and crafting engaging messages. This episode also highlights practical advice for involving sales and marketing early in business planning, the importance of trust and soft skills in team dynamics, and how strategic planning impacts a company's success.
Tune in for a comprehensive guide to achieving seamless communication and cooperation between sales and marketing teams.
Topics Discussed:
Sales and marketing alignmentCRM tools and accountabilityBrand positioning and messagingCost of misaligned teamsHiring the right sales and leadership rolesLeadership’s role in fostering trust and communicationOvercoming misconceptions about salesTo learn more about Trish, connect with her on LinkedIn at: https://www.linkedin.com/in/trishbalmos/
To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/
To connect with Marketing Refresh, visit: MarketingRefresh.com
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Episodes manquant?
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In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Heidi Hattendorf, the founder of Transformation Insights to explore the evolving landscape of B2B marketing. Personal insights and career reflections from Heidi provide valuable takeaways for professionals looking to achieve sustainable growth and success in a rapidly evolving market.
Key topics include the integration of marketing, sales, and customer success roles, the importance of data accuracy, strategies for effective workflow setups, and ROI-focused marketing investments. The experts delve deeply into brand positioning, messaging strategies, budget allocation, and strategic planning for various B2B industries. Terri and Heidi discuss the importance of staying current with market trends, maintaining customer contact, and adopting data-driven go-to-market strategies. The necessity of balancing technological proficiency with business acumen for organizational success is also highlighted.
Topics Discussed:
transformative role of AI and automation
Integration of marketing and sales
Importance of brand positioning and messaging
Making data-driven marketing decisions
To learn more about Heidi, connect with her on LinkedIn at: https://www.linkedin.com/in/heidihattendorf/
To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/
To connect with Marketing Refresh, visit: MarketingRefresh.com
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In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, speaks with Marketing Refresh’s own Tiffany McArthur, the VP of Account Strategy and Aaron Eaves, the VP of Digital Marketing. They explore key B2B marketing strategies amid budgeting season. The discussion focuses on formulating effective marketing budgets, understanding company goals, competitor analysis, and leveraging digital strategies like SEO, Google Ads, and LinkedIn Ads.
The episode emphasizes the importance of integrating marketing and sales efforts through robust data tracking, using CRM tools like Salesforce and HubSpot, and exploring automation and AI capabilities. Terri, Tiffany, and Aaron also highlight foundational steps like maintaining a functional website and crafting a coherent messaging strategy tailored to the buyer's journey. The episode aims to provide insights for business leaders looking to optimize their marketing strategies for revenue growth.
Topics Discussed:
Formulating effective marketing budgets and goalsDigital strategies within SEO, Google Ads, and LinkedIn AdsThe importance of a functioning websiteB2B solutions via automation and AI capabilitiesTo learn more about Tiffany McArthur, connect with her on LinkedIn at: https://www.linkedin.com/in/tiffanymcarthur/
To learn more about Aaron Eaves, connect with him on LinkedIn at: https://www.linkedin.com/in/aaroneaves/
To learn more about Terri Hoffman, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/
To connect with Marketing Refresh, visit: MarketingRefresh.com or follow us on LinkedIn https://www.linkedin.com/company/marketing-refresh/
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In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, meets with Sherron Washington, a Professor, Chief Executive Officer, and Non-Profit Founder. Whether you're a seasoned marketer or new to the field, this episode provides valuable tips, strategies, and real-world examples to enhance your B2B marketing efforts.
They discuss demystifying digital marketing for B2B companies. Sherron shares her insights from her extensive marketing journey and how she combines academic knowledge with practical experience.
Topics discussed include the importance of treating B2B clients like B2C, the split roles of marketing and sales, budgeting for marketing, leveraging social media, and the significance of building and nurturing relationships.
Sherron also talks about her nonprofit, Discovering Butterflies, which mentors young women to find their paths and achieve their goals.
Topics Discussed:
treating B2B clients like B2Csplit roles of marketing and salesbudgeting for marketingsocial mediabuilding and nurturing relationshipsTo learn more about Sherron, connect with her on LinkedIn at https://www.linkedin.com/in/ceop3/
To connect with Marketing Refresh, visit: MarketingRefresh.com
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In this episode of B2B Marketing Methods, host Terri Hoffman, CEO of Marketing Refresh, interviews Hunter Holtshopple, the Marcom Manager for the Evaluation Business Line at SLB. They discuss his varied career path from a mechanical engineer to a marketing and communications leader, as well as the strategies SLB employs for effective B2B marketing.
Topics include the evolution of SLB’s brand, the importance of combining technical expertise with traditional marketing skills, leveraging AI, and the value of trial and error in marketing. Hunter also shares insights about his podcast 'Beyond the Reservoir', and how SLB’s marketing efforts are adaptable to meet both technical and customer needs.
Topics Discussed:
Hunter's Career Journey and Role at SLBThe Importance of Technical and Marketing SynergyLearning and Adapting in MarketingThe Birth and Impact of the PodcastEngaging at Trade Shows and ConferencesLeveraging AI in MarketingAccountability and Communication in MarcomTo learn more about Hunter Holtshopple, connect with him on LinkedIn at: https://www.linkedin.com/in/hunter-holtshopple/
To connect with Marketing Refresh, visit: MarketingRefresh.com
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In this episode of B2B Marketing Methods, Terri Hoffman embarks on a fascinating journey with Keith Pivonski, a visionary in ecological engineering and green energy. Terri and Keith dive into Keith’s early career experiences and the inspiration behind his work, elaborating on overcoming financial and technical challenges, and highlighting the diverse applications of their groundbreaking solutions.
You’ll learn about Keith’s humble beginnings, how he learned from his parents’ careers, and how this knowledge transformed into a pivotal role at Underwood and Associates, focusing on stormwater management and environmental restoration. Keith also discusses the story of his innovation-driven venture, Energy Finders, which combines the principles of sustainable energy with ecological techniques.
This episode is a testament to the intersection of science, engineering, and community impact, offering deep insights into navigating startup challenges and advancing towards a green future.
To learn more about Keith, connect with him on LinkedIn at: https://www.linkedin.com/in/keith-pivonski-b8190699/
To connect with Marketing Refresh, visit: MarketingRefresh.com
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In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Fedor Simic, the partnership manager at Databox. They discuss the challenges and benefits of digital marketing, focusing on the importance of analyzing marketing metrics. Fedor explains Databox's innovative Benchmark Groups tool, which allows companies to compare their performance against industry benchmarks.
They also delve into Fedor's personal background, sharing his journey from working in customer support to becoming a partnership manager. The episode provides valuable insights into how businesses can leverage data to improve their marketing strategies and achieve better performance.
Topics Discussed:
Who is DataboxUsing marketing metricsThe value of analyzing your marketing program metricsWhat are Benchmark GroupsTo learn more about Fedor, connect with him on LinkedIn at: https://www.linkedin.com/in/fedor-simic/
To connect with Marketing Refresh, visit: MarketingRefresh.com
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Terri Hoffman welcomes Nikkie Freeman, Fractional CMO and Founder of Flywheel CMO. Nikkie shares her expert insights on her varied career paths within marketing, discussing the dynamic nature and suitability for project-oriented, adaptable individuals. They talk about the first steps a manufacturing business should take to justify marketing investments, where Nikkie stresses the importance of consulting with an experienced professional familiar with the industry. They also discuss the critical role of foundational web presence and content in B2B marketing, highlighting the evolving buyer behaviors that necessitate online resources to generate inbound leads effectively.
Terri and Nikkie also discuss advanced strategies for aligning sales and marketing teams, the significance of understanding key performance indicators, and the benefits of working with a fractional CMO to drive business growth. They also share some of their favorite tools like HubSpot for fostering efficient marketing operations.
To connect with Nikkie, visit: https://flywheelcmo.com/
To learn more about Marketing Refresh, visit: https://MarketingRefresh.com
Key Topics Discussed:
Diverse career paths within marketingInitial steps for manufacturing businesses in marketing investmentImportance of consulting experienced marketing professionalsThe foundational role of online presence and content in B2BThe dynamic nature of buyer behavior and marketing metricsThe symbiotic relationship between sales and marketing teamsInsights on fractional CMOs and their strategic advantagesAdvanced tools and platforms for efficient marketing operations
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Terri is joined by James Reid, Director of Commercial Sales at The M.K. Morse Companies. Together, they talk about the intersection of sales and marketing, focusing on effective communication, digital marketing, and building customer relationships online. James discusses his reliance on his marketing team for product development, treating them as a crucial part of the product team. They also discuss the significant change in buying behavior, particularly with younger buyers favoring web-based interactions and quick access to information.
The episode also touches on the collaborative efforts between sales and marketing to leverage social media to engage with younger buyers. James shares insights on using Salesforce as a CRM tool and the challenges of inputting information while balancing active sales calls. The conversation concludes on a lighter note with personal stories, favorite trips, music preferences, and book recommendations.
To connect with James, you can find him on LinkedIn at: https://www.linkedin.com/in/james-reid-356891175/
To learn more about Marketing Refresh, visit: https://MarketingRefresh.com
Key Topics Discussed:
Challenges in sales and marketing The evolving role of digital marketing Importance of a company’s website Changing dynamics in decision-making and buying behavior Use of Salesforce as a CRM tool Collaboration between sales Marketing Social media engagement with younger buyers
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In this episode of B2B Marketing Methods, Terri welcomes special guest Raegan Hill, a seasoned marketer turned recruiter who gave Terri the idea and inspiration to start her own company while she was looking for a job. Raegan shares her journey from marketing to focusing on helping other companies find that right mixture of talent, sometimes convincing them to think far outside the box. Terri highlights Raegan's innovative thinking and her commitment to providing both clients and candidates with valuable and honest feedback has helped to drive her career.
The episode also discusses the intricacies of modern recruitment, covering topics such as budget constraints, salary negotiations, and defining marketing needs. Raegan emphasizes the importance of open dialogues between clients and professionals, ensuring suitability and alignment with job responsibilities. They also discuss the challenges of remote versus in-person roles, the need for strategic leadership, and the significance of industry relevance versus a balanced skill set in finding the right fit for marketing positions.
To learn more and connect with Raegan, visit: https://www.raeganhillgroup.com/
To connect with and learn more about Marketing Refresh, visit: https://MarketingRefresh.com
Key Topics Covered:
Raegan Hill's successful placement of a VP-level candidate for a clientTerri Hoffman praises Raegan for her innovative thinking and integrityManaging budget constraints and salary negotiations in recruitmentChallenges and opportunities in remote versus in-person rolesThe significance of strategic leadership and mentoring in marketing rolesUnderstanding market needs and aligning job responsibilitiesThe process of defining marketing needs and job description developmentIndustry relevance and the balance of skill sets in recruitmentRaegan's personal insights on communication, managing time, and her favorite music and bookRaegan Hill's transition from marketing to recruiting and the impact of her integrityThe importance of culture fit and the use of "wild card" candidates in recruitment
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In this episode of B2B Marketing Methods, Terri welcomes Russel Treat, CEO at EnerACT Energy Services, to discuss building a software company, podcast networks as a business growth tool, and the ups and downs of entrepreneurship in the industrial sector.
Russel discusses his diverse background, from his time at Texas A&M and in the Air Force to his entrepreneurial ventures in civil engineering and software development for the oil and gas industry. He also talks about the challenges of bridging the gap between technical content and marketing copywriting.
Terri and Russel also talk about the intricacies of sales and marketing for a B2B brand with complex offerings and share insights on measuring performance, understanding the buyers journey, and fostering collaboration between technical and marketing teams. They also discuss the significance of content production for generating traction and establishing thought leadership in a competitive landscape.
To learn more about Russel's company, visit: https://eneractenergyservices.com/
To find out more about Marketing Refresh, visit: https://MarketingRefresh.com
Key Topics Discussed:
Challenges in Content Creation and MarketingSales and Marketing StrategiesCompany Operations and Sales EvolutionPersonal Passions and InfluencesTransition to Software Company and Marketing EvolutionBrand Building and Customer ExperienceProfessional Development and the Entrepreneurial Journey
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In this episode of B2B Marketing Refresh, Terri welcomes Jonti Bolles, CEO of WHO Digital Strategy, to discuss the influential world of digital marketing. They talk about the robust integration of AI in marketing tasks like website design and how important it will be to maintain human oversight for quality and authenticity.
They also cover the synergy between sales and marketing teams, emphasizing the importance of collaboration and the strategic use of CRM tools to enhance efficiency. In addition, they talk about the challenges faced by B2B companies, stressing the need for a blend of skills in today's rapidly changing marketing landscape.
Jonti also talks about her own company’s rebranding from White Hat Ops to Who Digital Strategy, highlighting sustainability and ethical practices in SEO. The conversation also explores the concept of topical authority and the shift from focusing merely on keywords to creating topic-focused content to dominate industry conversations and fulfill consumer queries efficiently.
To connect with and find out more about Jonti, visit: https://whodigitalstrategy.com/
To find out more about Marketing Refresh, visit: https://MarketingRefresh.com
Key Topics Discussed:
The use of AI in marketing and balancing it with human expertiseThe importance of sales and marketing collaborationChallenges faced by companies in managing expectations with marketing agenciesThe evolution of White Hat Ops into Who Digital StrategyThe shift towards topic-focused content in SEOStrategic use of CRM and AI tools to enhance marketing and sales efficiencyInsights on maintaining quality over quantity in digital contentBenefits of establishing topical authority for online presence
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In this episode of B2B Marketing Methods, Terri is joined by Ed Marsh, an experienced consultant in the B2B industrial space and host of the Industrial Growth Institute Podcast. Together, cover the intersection of marketing, sales, and technology in the Industrial Manufacturing sector.
Ed and Terri discuss why transformations in the sales and marketing teams of industrial companies can take a significant amount of time and investment. Ed talks about the importance of commitment and discipline in driving meaningful and sustainable changes within sales and marketing frameworks. He also covers the shortfall in lead nurturing and follow-up, urging companies to develop a robust pipeline and accurate forecasts to improve their sales processes.
Ed and Terri also discuss the evolving roles in sales, caused by the digital overload consumers face today, which has shifted the gatekeeping of information. Plus they talk about the critical role of content in sales strategies, and why it's so important to create an integration of systems across marketing, sales, technology, and customer experience to streamline operations and boost productivity.
Topics Discussed:
Transforming sales and marketing in industrial companiesCommitment and variables in industrial transformationRole of sales in navigating information overloadImportance of content in driving revenueStrategic role of IT in improving buyer experiencesChallenges of change and resistance in traditional manufacturingTo learn more about Ed, connect with him on LinkedIn at: https://www.linkedin.com/in/edwardbmarsh/ or
https://EdMarshConsulting.com
To connect with Marketing Refresh, visit: MarketingRefresh.com
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It seems like everyone has their own podcast, so is it still possible for you to use a podcast that will grow your company?
In this episode of Marketing Refresh, Terri welcomes Erin Gregor, Founder of PodGrowth to discuss the ins and outs of using podcasts to enhance B2B marketing strategies.
Erin talks about why most companies make the mistake of looking at a podcast as a tool that should bring in sponsorships. There are several other ways that you can use this medium to grow your company. From strategically selecting podcast guests to highlighting behind-the-scenes of what it's like to work with your company, podcasting can be a powerful way to quickly build a know, like, and trust factor with your potential clients.
They also highlight why podcasting can be so powerful. It allows you to create one piece of content and multiply it into various pieces of content, especially effective on platforms like LinkedIn. Erin also gives examples of how podcasting can help achieve significant organic reach on YouTube using only short podcast clips. Additionally, they discuss how podcasts can reveal company culture, which helps attract exceptional employees.
Topics Covered:
Guest Strategy for PodcastsOrganic Reach and VisibilityPodcast Episode Lengths and FrequencyBuilding Credibility and Thought LeadershipCompany Culture and Attracting TalentHosting Skills and Podcast DevelopmentOvercoming Barriers in PodcastingTo learn more about PodGrowth, visit: www.PodGrowth.co
To connect with Marketing Refresh, visit: MarketingRefresh.com
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Does implementing more processes in your business cause less flexibility?
The answer may surprise you, and it's part of the discussion host, Terri Hoffman has with Rusty Smith. Rusty is a seasoned EOS implementer, and they discuss stories of companies that underwent pivotal shifts, from market expansions in sewage treatment technology to strategic pivots in the rubber industry.
Terri and Rusty talk about the necessity of adapting to change and the incredible value of structured systems like the Entrepreneurial Operating System (EOS) in driving flexibility and fostering team-driven success. Terri shares how she had her own reservations about EOS, but the experience has been transformational in her own business.
Rusty also discusses how, although transparency can be terrifying for business owners, it can be significant in creating a thriving company culture. They also discuss how prioritizing B2B marketing, even on a tight budget, can become a much easier exercise when EOS is implemented.
If you're interested in learning more and connecting with Rusty, visit: https://www.thecenter4growth.com/.
To connect with Terri at Marketing Refresh, visit: https://MarketingRefresh.com.
Key Topics:
The Success of Technology in Different IndustriesThe Power of Adapting to ChangeDiscussion on Entrepreneurial Operating System (EOS)Challenges in Business OperationsThe Power of Transparency in Business FinancesOvercoming Business Obstacles and ChangeSetting Priorities in B2B Marketing
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In this episode, Terri welcomes Mohamed Sameh, Managing Director at SESCO Cement. Since its inception in Egypt in 1964, SESCO has grown to be a major player on the global scene, now making waves in over 70 countries and having a strong foothold in the Houston market. Mohamed shares his 25-year journey in the industry and the challenges of transplanting family business values into the competitive U.S. market.
Mohamed discusses SESCO's unique workplace culture, emphasis on personal responsibility, and relentless dedication to customer service. He also discusses how they've embraced marketing and which strategies have helped propel their growth.
Terri and Mohamed also discuss the intricate dance between maintaining company culture and managing growth. Mohamad also shares his secrets to empowering marketing teams, fostering a family-like company atmosphere, and the importance of tangible marketing deliverables.
For more information on SESCO Cement, visit: https://sescocement.com/
To connect with Terri at Marketing Refresh, visit: https://MarketingRefresh.com
Key Topics:
Introduction to SESCO's backgroundThe keys to their expansion to over 70 countriesMarketing strategies and target segmentsWhy company culture has been so important to themTheir passion about marketing, and why they’re expanding the roleWhy their marketing relies on accountability, reporting, and dataMohamed's goals to expand their personal and company network
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In this episode, Terri welcomes Philip Parker, Managing Director of Holland Parker, a company that migrates businesses from fragmented corporate performance management applications to the modern, unified OneStream platform.
Philip and Terri discuss how Holland Parker has maintained a competitive edge with exceptional customer service and how they have been able to stay on top of marketing trends through brand alignment and collaborative efforts with Marketing Refresh.
Philip talks about how persistence and patience have been paramount to seeing the long-term results that have had a huge impact on his business. They also discuss the need for consistency in branding, the art of understanding his various customer personas, and the critical role of client feedback in refining marketing strategies.
For more information on Holland Parker, visit: https://hollandparker.com/
To connect with Terri at Marketing Refresh, visit: https://MarketingRefresh.com
Key Topics:
Importance of Differentiation in MarketingHow endurance in marketing efforts creates an impactThe goal for marketing and business development opportunitiesCreating accountability through metrics in marketingHow to create authenticity in brand representationThe synergy of sales and marketing
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In this episode, Terri welcomes Cody Johnson, CEO of SCS Technologies, a provider of measurement equipment, environmental solutions, controls, and automation solutions for the oil field's hydrocarbon, water, and refined products.
In this conversation, Cody and Terri discuss the new era of the energy sector, which intertwines carbon management with groundbreaking customer experiences. They also discuss Cody’s commitment to digitization and AI and reshaping how B2B stakeholders engage in the midstream oil and gas space. Cody also shares why aligning the vision with action is a crucial step with any company, and how it creates alignment with the company and any stakeholders.
For more information on SCS Technologies, visit: https://www.scstechglobal.com/
To connect with Terri at Marketing Refresh, visit: https://MarketingRefresh.com
Key Topics:
Innovation within the customer experienceThe evolution of the customer experience and digital engagement strategiesThe approach to product developmentKey factors to create stakeholder alignmentCreating accountability in outsourcingSetting the groundwork for marketing goals and success
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