Episoder
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In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, talks with Liz Andert, Director of Digital Customer Experience at HB Fuller. Liz shares her journey in marketing and gives her best tips for navigating the changing landscape of digital marketing.
The conversation covers a wide range of topics including the interaction between sales and marketing functions, creating meaningful digital customer experiences, and the growing importance of LinkedIn in the B2B landscape. Liz also discusses a groundbreaking project using AI for multilingual website translation, which significantly reduced costs while improving global SEO. Tune in to learn actionable insights on how to effectively embrace digital transformation and leverage AI in B2B marketing.
Topics Discussed:
Navigating the relationship between sales and marketingUtilizing LinkedIn for company growthLinkedIn Ad practices for companies to considerThe importance of understanding your customer’s digital experienceWays to leverage AI in B2B marketingTo learn more about Liz Andert, connect with her on LinkedIn at: https://www.linkedin.com/in/liz-andert/
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 B2B Marketing Methods, host Terri Hoffman is joined by Beth Dickson, Regional Director of Western Colorado for Manufacturer’s Edge. Their discussion centers around Manufacturer's Edge's role as the designated Manufacturing Extension Partnership (MEP) for Colorado, providing insights into the support and services offered to manufacturers.
Beth explains the process of conducting business health assessments to identify pain points and prioritize solutions, emphasizing the importance of operations, people, data, technology, and leadership. The episode also highlights common challenges such as workforce development, lean training, and marketing. Beth shares her strategies for building relationships with manufacturers, offering resources, and connecting them with experts to foster growth and success in the region.
Topics Discussed:
Role of Manufacturer’s Edge in supporting manufacturers.Common challenges faced by manufacturers in Colorado.Importance of business health assessments.Identifying and prioritizing pain points in manufacturing businesses.Impact of manufacturing on local economies and job creation.To learn more about Beth Dickson connect with her on LinkedIn at: https://www.linkedin.com/in/beth-dickson-11942987/
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 Kyle Tate, the President at Firethorne Technology Services. This interview provides invaluable insights on building a brand, sales strategies, and fostering client relationships.
Whether you're in your first year or your twentieth, Kyle’s experience will resonate with anyone growing a business. From differentiating in a crowded market to the power of transparency and prioritizing the right clients, this episode is packed with actionable takeaways.
Topics Discussed:
The challenges and rewards of launching a businessSales strategies and finding the right customersThe role of branding and marketing in a competitive spaceTransparency, trust, and long-term client relationshipsLessons from being both an MSP provider and clientTo learn more about Kyle, connect with him on LinkedIn at: https://www.linkedin.com/in/kyle-tate-486620123/
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 Peter Pudner, the Vice President of Sales at American Products and DustShield.
The discussion covers topics such as sales strategies, the importance of CRM tools and AI in sales, trade show planning, content strategy, and the significance of a unified sales and marketing approach. Peter also emphasizes the 'Made in America' value proposition and the intricate manufacturing processes of his companies. Tune in to gain valuable insights into B2B sales and marketing tactics and to learn how to align your sales and marketing teams for success.
Topics Discussed:
Aligning sales and marketing for cohesive strategies.Effective use of CRM tools like Salesforce.Successful trade show planning and follow-up.Key qualities for high-performing sales teams.Importance of a clear value proposition.Benefits of a Made-in-America strategy.Using AI tools to improve sales efficiency.To learn more about Peter Pudner, connect with him on LinkedIn at: https://www.linkedin.com/in/pudner/
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 Craig Baldwin, the Co-Founder and Partner at Upsourced. Terri and Craig discuss valuable tips and lessons learned to optimize your go-to-market strategy.
Gain insights into pipeline management, prospecting, deal generation, and learn about the crucial importance of pipeline hygiene. Discover how Craig's diverse background in various industries has shaped his approach to driving revenue growth.
Topics Discussed:
Importance of pipeline management and hygiene.Transitioning from accounting to sales/marketing.Systematic approach for lead generation and closing.Setting long-term goals and working backward.Maintaining accurate CRM data for decisions.Creating scalable, repeatable B2B sales processes.Emphasizing accountability in sales management.To learn more about Craig Baldwin, connect with him on LinkedIn at: https://www.linkedin.com/in/craig-baldwin-aab37821/
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 Kerry Curran, the Founder and Chief Growth Officer at Revenue Based Marketing Advisors. They discuss essential topics such as marketing-led growth, demand generation, and strategies to improve sales cycles and close rates.
They delve into the importance of brand awareness, the integration of marketing and sales, and the use of CRM tools to enhance efficiency. This episode is packed with valuable tips for businesses looking to drive revenue growth and effectively align their marketing and sales efforts.
Topics Discussed:
Marketing-Led Growth and Demand Generation
Shortening Sales Cycles and Improving Close Rates
Aligning Sales and Marketing for Better Results
Building Brand Awareness and Trust
Effective Use of CRM Tools and Automation
Customized Go-To-Market Strategies
Relationship Building as Key to Sales Success
To learn more about Kerry Curran, connect with her on LinkedIn at: https://www.linkedin.com/in/kerryspellmancurran/
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 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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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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