Tech Marketing Trends

The 3 pillars of a demand generation engine- Deanna Shimota

What does it take to create demand and stand out in today’s competitive markets, like HR tech?

In this episode of Tech Marketing Trends, Deanna Shimota, CEO of Growth Mode Marketing, explores the key principles of demand generation and how businesses in crowded industries can differentiate themselves. Drawing on her extensive expertise, Deanna shares actionable insights into creating strategies that resonate with the right audience and drive long-term growth.

In this episode, Deanna breaks down:

• The three pillars of demand generation: strategy, content, and distribution
• How to define your Ideal Customer Profile (ICP) and craft a Unique Point of View (UPV) to stand out in competitive markets like HR tech
• Creating content that captures attention and engages prospects throughout the funnel
• Distributing content effectively using owned, managed, and third-party channels
• Measuring success by focusing on long-term brand awareness and revenue instead of short-term lead generation

If you’re looking for practical advice to create demand and stand out in industries like HR tech, this is an episode you won’t want to miss!

Connect with Deanna on LinkedIn: https://www.linkedin.com/in/deannashimota
Visit Growth Mode Marketing’s website: https://growthmodemarketing.com/

Better understanding makes better decisions- David Schneer

How can businesses adapt qualitative research methods in a post-pandemic world to uncover new opportunities and better understand their customers? 

David Schneer, a qualitative research expert, CEO of Merrill Research, and author of Backbone, shares strategies to transform business decision making through deeper customer insights. 

Tune in to this week's episode with David Schneer to discover: 

• The power of body language and non-verbal cues in understanding customer emotions. 

• Lessons from real-world studies, like developing ink cartridges leading to the development of super tank printers and fostering trust in B2B relationships. 

• The importance of: 

• • Curiosity 

• • Resilience 

• • Staying close to customers 

• How to synthesize complex customer insights into actionable recommendations. 

• Key distinctions between qualitative and quantitative research—and when to use each. 

Connect with David Schneer on LinkedIn:https://www.linkedin.com/in/schneer1merrillresearch 

Visit Merrill Research's website: https://merrillresearch.com/ 

 

Leveraging Go-To-Market (GTM) Partnerships - Barrett King

In this episode, we’re exploring a cornerstone of growth and innovation in the tech industry—Go-to-Market Partnerships.

Joining us is Barrett King, a seasoned expert in crafting and scaling successful GTM partnerships. With years of experience at HubSpot and now leading initiatives at Ramp, Barrett has a wealth of insights into building strategic alliances that drive transformational growth.

In this episode, Barrett shares his journey and expertise on:

• The foundational steps to creating effective partnerships
• The secrets behind HubSpot’s thriving partner ecosystem
• Common pitfalls in GTM partnership strategies and how to avoid them
• The evolving role of partnerships in an increasingly automated, tech-driven world

Whether you’re looking to deepen your understanding of GTM partnerships or seeking actionable advice to enhance your strategy, this conversation is one you won’t want to miss.

Connect with Barrett on LinkedIn: https://www.linkedin.com/in/barrettjking/

Visit the Ramp website:
https://ramp.com/

 

Operational Marketing Excellence - Peter Mahoney

What does it take to achieve operational marketing excellence?

Peter Mahoney, author of The Next CMO: A Guide to Operational Marketing Excellence, joins us to explore this question. Peter is a seasoned marketing and sales leader, former CMO of Nuance Communications, and currently the Chief Commercial Officer at GoTo. Drawing on over 35 years of experience, Peter shares insights into the evolving role of the CMO, the increasing importance of financial accountability in marketing, and the distinction between leading and running a marketing organization.

In this episode, we explore:

• What operational marketing excellence looks like in practice
• How CMOs can balance short-term wins with long-term strategic goals
• Key skills needed for today’s marketing leaders to thrive
• Strategies to communicate marketing’s value to the C-suite

Join us as we unpack Peter’s perspectives on transforming marketing organizations to meet the challenges of today’s dynamic business landscape.

Connect with Peter on LinkedIn:
https://www.linkedin.com/in/pemahoney/

Visit the GoTo website:
https://www.goto.com

Selling in a Post-Trust World - Larry Levine

“Most sales people’s walk does not match their talk.”

 

How does one change this common perception about the sales world?

 

The answer is simple: Trust

 

Larry Levine is our podcast guest this week. He is the author of Selling from the Heart and Selling in a Post-Trust World, and a recognized advocate for authentic, relationship-driven sales strategies.

 

With decades of experience in sales coaching and consulting, Larry brings a wealth of insights on how to differentiate yourself in a crowded market by leading with trust, authenticity, and disciplined habits.

Join the conversation to learn about:

• Why trust is the foundation of every successful sales interaction and how it translates into real revenue
• The dangers of relying too heavily on AI and how to maintain authenticity in an automated world
• Practical strategies to transform transactional sales into meaningful, sustainable relationships
• The formula for trust-building and how to apply it in prospecting, client engagement, and beyond

Ready to rethink your approach to sales and discover how trust can make a meaningful difference to your performance?

Don't miss this episode.

Connect with Larry on LinkedIn: https://www.linkedin.com/in/larrylevine1992/

Learn more about Selling in a Post-Trust World:
https://sellinginaposttrustworld.com/

How marketers can adapt and excel in this AI revolution - Mike Allton

We already know that AI helps us speed things up and save a ton of time, but do we know how to use AI to open the door to new marketing tasks and opportunities we would not have considered before?

In this episode, Mike Allton, CMO at Agorapulse and founder of The Social Media Hat, shares essential strategies for using AI to optimize efficiency, enhance personalization, and tackle ethical considerations in marketing.

Tune in to the conversation to explore:

• The transformative impact of AI on content creation and time-saving in marketing
• Key trends in AI tools and platforms that every marketer should know
• How to balance personalization with privacy in the era of data-driven marketing
• Ethical challenges and best practices for AI adoption in marketing
• How AI can streamline podcast interview preparation
• And much more!

Connect with Mike on LinkedIn:

https://www.linkedin.com/in/mikeallton/

Visit the Agorapulse website: https://www.agorapulse.com/

Visit The Social Media Hat website: https://www.thesocialmediahat.com/

 

Artificial Intelligence in sales - Daniel Borodyansky

AI in sales has been a hot topic for a while, but have you mastered the art of incorporating AI efficiently into your sales processes yet?

Tune in as we unpack the journey of applying AI to maximize sales success with industry expert Daniel Brodyansky. With experience across renowned companies like Microsoft and RSM, Daniel guides us through the evolving landscape of sales, sharing insights on how B2B sales professionals can thrive with new technologies.

In this episode, Daniel discusses his personal journey with AI, from the initial learning curve to crafting data-driven strategies that enhance productivity in every sales stage.

Join the conversation to discover:

• How AI can revolutionize daily sales tasks, from prospecting to closing
• Ways AI boosts strategic decision-making and personalized customer engagement
• Emerging trends in AI integration within sales tools and platforms

You can also have a look at Daniel's game-changing course, AI for The Strategic Seller

Connect with Daniel on LinkedIn: https://www.linkedin.com/in/danielborodyansky/

 

 

How artificial intelligence can help you build a better mousetrap - Andy Crestodina

What does AI in digital marketing look like in action?

Get the full scoop from AI and content marketing expert, Andy Crestodina. Andy is the Co-founder and Chief Marketing Officer at Orbit Media and a recognized expert in web design and user experience.

In this episode, Andy shares practical advice on how AI is transforming everything from website optimization to content creation and user experience.

Join the conversation and learn about:

• How AI can improve digital strategies and website UX
• Practical use cases for AI in content creation and optimization
• The best ways to leverage AI for B2B marketing success
• Real-world examples of AI's impact on conversion rates and search optimization

Tune in for actionable insights on the future of AI in digital marketing.

Connect with Andy on LinkedIn: https://www.linkedin.com/in/andycrestodina/

Visit the Orbit Media Studios website: https://www.orbitmedia.com/

 

Why phone prospecting is still so effective - Josh Braun

How do you sell to a prospect without convincing and pushing? What makes phone prospecting successful?

While there is no shortage of advice out there, Josh Braun, founder of Braun Training, has seen great results combining motivational interviewing with psychological principles to lower a prospect’s guard when talking to a sales person.

Josh specializes in helping sales professionals refine their phone and email prospecting techniques. With years of experience, Josh has coached countless teams on selling without pushing or convincing.

In this episode, Josh shares practical advice on the best approach to phone and email prospecting and pitfalls to avoid when reaching out to B2B clients.

Join the conversation and learn about:

• Why phone prospecting remains a powerful tool in an age dominated by digital communication
• The essential skills every salesperson should master to become effective at prospecting
• Practical tips for identifying and addressing customer problems without sounding pushy
• The psychology behind lowering a prospect’s guard and encouraging conversation

Connect with Josh on LinkedIn:

https://www.linkedin.com/in/josh-braun/

Visit the Braun Training website:

https://joshbraun.com/

How to grow B2B SaaS companies - Demand Generation best practices

What does effective demand generation look like for a fast-growing B2B SaaS company?

In this episode of Tech Marketing Trends, we sit down with Edward Ford, the Global Demand Generation Director at Supermetrics, a leading marketing data solutions company. Edward has been instrumental in Supermetrics' rapid growth, transforming it from a small startup to a global leader in the B2B SaaS space.

During this conversation, Edward shares his insights on the key strategies, challenges, and decisions that fueled the company's success.

Join us to explore:

• The journey of Supermetrics from a startup to a major player in marketing data solutions
• How to balance short-term lead generation with long-term demand creation strategies
• The role of data in driving marketing decisions and scaling operations globally
• Practical advice on evolving marketing approaches, avoiding pitfalls, and making the right bets year after year

Whether you’re curious about scaling demand generation or leveraging data to improve marketing outcomes, this episode is packed with actionable insights.

Connect with Edward on LinkedIn: https://www.linkedin.com/in/fordedward/

Visit the Supermetrics website: https://supermetrics.com/