Today’s real estate investors and developers have access to millions of data points to help them gauge the potential of a property. That level of insight is especially helpful during times of economic uncertainty, when investments carry more risk.

Max LeBlond is the Director of Marketing at Local Logic. According to his company, location impacts 48 percent of a property asset’s value. That’s why decisions fueled by location data provide a competitive advantage in today’s real estate market.

RELATED EPISODE: How Business Users Change the Game of B2B Marketing

In this episode of the B2B Nation podcast, Max talks about the proptech market, what 2023 has in store for the Local Logic team, and more.

Episode Guide

3:22: Max explains the proptech landscape.
5:24: What gets Max excited about 2023? What are the challenges his team will face?
6:58: How proptech tools create value during economic uncertainty.
9:04: What are the goals Max and his team are trying to achieve in 2023?
11:00: The role of events in the Local Logic marketing strategy.
11:50: What is Max’s favorite tool?

The post How the Proptech Market is Changing the Real Estate Sector appeared first on TechnologyAdvice.

In this episode of the B2B Nation podcast, we’re talking to Idan Gol, VP of Marketing at Mesh Payments. Like many marketing teams, Idan’s team is trying to convince businesses of the benefits of its platform at a time when many are working to reduce their spending. And Mesh Payments is not the only one in the increasingly crowded spend management space trying to make their case.

RELATED EPISODE: Why You Need Brand to Support Demand in B2B Marketing

In the episode, Idan talks about standing out in the payments and spend management space, goals for 2023, lessons from 2022, why “efficiency” will be vital to marketing in 2023, and more.

Episode Guide

2:27: What goals does Idan have for himself and his team in 2023?
5:13: How Mesh Payments uses aggregate data from its platform to create content.
9:30: What lessons did Idan take away from 2022?
11:54: What does “efficiency” mean for Idan’s marketing?
15:34: What are Idan’s favorite tools?

The post How to Market to Finance Roles During Economic Uncertainty appeared first on TechnologyAdvice.

But just because the teams are organized in such a manner doesn’t mean the motions are carried out correctly.

In this episode of the B2B Nation podcast, we’re talking to Greg Bond, who leads enterprise sales and channel partnerships at email marketing vendor Constant Contact.

RELATED EPISODE: How Business Users Change the Game in B2B Marketing

Throughout his career in B2B, Greg has held almost every imaginable title in the revenue organization, including sales and customer success roles. Our conversation touches on the lessons he’s learned across his journey, the challenge of marketing to marketers, goals for 2023, and more.

Episode Guide

2:03: What are the biggest lessons Greg has learned from a career in revenue organizations?
8:51: What are the challenges of selling into marketing and revenue roles?
15:00: What are Greg’s goals for 2023?
16:54: What will we be talking about in 12 months, at the start of 2024?
20:33: What is Greg’s favorite tool?

The post How to Put Your Product at the Center of Your B2B Revenue Organization appeared first on TechnologyAdvice.

But the lack of investment in branding is putting many B2B brands at a disadvantage. Demand generation is the dominant marketing philosophy in the B2B space, and your demand gen efforts are much more effective when your brand works to support demand.

Without brand recognition and trust, B2B buyers are much less likely to respond to demand gen tactics and give up personal information.

RELATED EPISODE: How Business Users Change the Game for B2B Marketing

On this episode of the B2B Nation podcast, we talk to Jordan Liebman, Vice President, Global Demand Generation and Brand Marketing at Blue Jeans by Verizon. Among the topics we discuss are the state of branding in B2B marketing; Jordan’s career journey, from agency to brand and from B2C to B2B; and the trend toward consumer-like B2B experiences and more.

Episode Guide

2:40: Why Blue Jeans by Verizon provides self-service B2B purchases for its customers
7:34: Jordan discusses his career path, from agency to brand and B2C to B2B
13:19: What do B2B organizations get wrong about branding?
18:37: How does brand support demand gen tactics in B2B marketing?
21:39: What are Jordan’s goals for his team, brand and himself for 2023?
24:15: What is Jordan’s favorite tool?
27:01: What’s the short-term future for popular social media platforms?

The post Why You Need Brand to Support Demand in B2B Marketing appeared first on TechnologyAdvice.

Today, everyone is a software buyer. And that requires a radical shift in the way software vendors market their tools, support their customers, and even develop their products.

On this episode of the B2B Nation podcast, we’re talking to John Ragsdale, Distinguished Researcher, Vice President of Technology Ecosystems at Technology & Services Industry Association (TSIA). John and his team spend their time helping enterprise technology companies that are TSIA members evaluate their own business and technology needs.

RELATED EPISODE: The Rise of ‘Product’ as an Engine for Growth

With business buyers now playing such a prominent role in technology purchases, many enterprise software brands find themselves struggling to provide consumer-like experiences in their marketing, customer success, and sales motions.

John discusses these challenges and more in our 35-minute conversation.

Episode Guide

4:27: What do the technology companies John recommends to TSIA members have in common?
9:15: John identifies an under-valued revenue source for tech brands.
10:31: How business buyers have upended the world of software marketing.
13:22: What are the biggest barriers to providing top-notch customer experience in tech?
18:58: What are the growth opportunities technology companies are not taking advantage of?
24:45: What guidance does John provide to TSIA members that the B2B Nation audience would benefit from hearing?
26:30: Why software vendors have gone sour on customization.
30:50: What is John’s favorite tool?

The post How Business Users Change the Game of B2B Marketing appeared first on TechnologyAdvice.

That’s why today you see more video content in B2B marketing, more brand building, and more top-of-the-funnel content that plays to emotions. This new generation of buyer expects the messages they see from B2B firms to be on par with B2C marketing.

In this episode of the B2B Nation podcast, we’re talking to Megan Noel of Trava Security about introducing humanity, emotion, and education into your B2B marketing.

RELATED: Follow B2B Nation from TechnologyAdvice on LinkedIn for more B2B marketing resources

We’ll also discuss how Megan’s background in education helps her succeed with what she calls the “new marketing” and increases the appeal to Millennials and Gen X buyers who don’t research products and services by the same rules previous generations of B2B buyers used.

Episode Guide

1:38: How will B2B marketers adjust to the changing demographics of the B2B audience?
4:58: What is the biggest challenge Megan’s team will face in 2023?
9:30: What does marketing bring to Meghan’s interest in education and how does her background in education impact marketing?
12:44: What is Megan’s favorite tool?

The post Why B2B Brands Need to Embrace Emotion and Education appeared first on TechnologyAdvice.

It’s a little hard to believe when you think about it. The combination of automation and business process tools was supposed to save us from all of this, wasn’t it?

In this episode of the B2B Nation podcast, Jim Kaskade, CEO of Conversica, joins us to talk about Revenue Digital Assistants (RDAs). These assistants are AI-powered bots that can take some of the manual, time-consuming tasks that hold back marketing, sales, and customer success teams. They don’t get tired, sick, or stressed. And they can work at a scale that most revenue teams can’t replicate.

RELATED EPISODE: How to Succeed in the Age of the Anonymous Buyer

Jim also discusses the cultural shifts that make it possible for companies to deploy AI-powered assistants, the messaging that helps his team appeal to revenue leaders, and more.

Episode Guide

5:22: Why do revenue organizations still have so many manual processes?
9:28: How do digital assistants work for revenue teams?
21:31: How comfortable are businesses using AI in their revenue organization?
26:03: Which messages are resonating with Conversica’s customers?
30:18: What is Jim’s favorite tool?

The post How AI Can Improve Revenue Team Processes and Results appeared first on TechnologyAdvice.

Chad Waite came across a problem while working in partner marketing that lacked an obvious and easy-to-use solution. Many of his partners wanted co-branded materials to use in their own marketing efforts. So many materials, in fact, that his colleagues in creative couldn’t possibly deliver what was needed.

That experience led Chad to start PieceKeeper, a platform that helps marketers keep their promotional materials on brand and in compliance, without requiring a designer to make every single tweak along the way.

RELATED EPISODE: How Content Marketing Done Right Drives Your Revenue Organization

In this episode of the B2B Nation podcast, Chad shares his story as a marketer turned martech entrepreneur. If you’ve ever thought about solving a seemingly unsolvable problem at work by building the solution and turning it into a calling, this one’s for you.

Episode Guide

2:56: Chad shares the story of PieceKeeper
6:37: What is it like to go from marketer to co-founder?
9:28: What has Chad learned from his start-up experience?
12:03: The role of customer feedback in a product-led start up.
Chad shares his thoughts on what’s ahead in 2023.
23:16: What are Chad’s favorite tools?

The post A Martech Entrepreneur Shares His Journey appeared first on TechnologyAdvice.

For B2B marketers in the cybersecurity space, cutting through the noise and reaching information security professionals is a daily struggle. You can’t scare people into buying your product. You can’t chase after every company that’s suffered from a breach or ransomware attack.

But you also can’t make the mistake of treating all of your prospects alike. Every business and industry operates in its own cybersecurity environment. They all face unique challenges and circumstances that marketers and sellers can’t ignore.

RELATED EPISODE: 5 Ways Lead Gen Has Changed in the Past Decade

On this episode of the B2B Nation podcast, our guest is Sawsan Hamawandy, head of global demand generation at Heimdal Security. Sawsan has held both marketing and sales roles in B2B organizations. Our conversation covers the Do’s and Don’ts of cybersecurity marketing, how marketing can help accelerate the sales cycle, bridging the sales-marketing gap, a look ahead to 2023, and more.

Episode Guide

3:08: What is working in cybersecurity marketing today?
8:52: How can marketers bridge the gap between sales and marketing?
14:08: How can marketers influence the sales cycle?
20:35: What are Sawsan’s thoughts on the year 2023 for B2B marketers?
30:45: What’s the difference between marketing for large and small organizations?
35:46: What is Sawsan’s favorite tool?

The post What’s Working in B2B Cybersecurity Marketing? appeared first on TechnologyAdvice.

AI is a foundational technology that is incredibly complex to explain, especially to business buyers without a deep technical background. That means marketers need to know their audience – their role, their industry, and the challenges they’re looking to solve.

On this episode of the B2B Nation podcast, we’re talking to Stephen Gold, the CMO of SparkCognition. His company makes tools built on AI to help businesses better predict outcomes and improve processes for everything from manufacturing and transportation to cybersecurity.

RELATED EPISODE: How Your Target Market Changes When Everyone is a Tech Buyer

Our discussion covers the challenges and opportunities that face marketers when everyone seems to be talking about AI today, whether AI even matters to business users looking for better outcomes, and what gets Stephen excited about what’s ahead in 2023.

Episode Guide

2:28: How does SparkCognition make its message stand out when AI is such a hot topic?
5:28: How do you find the balance of talking AI tech vs talking business outcomes?
7:00: How does SparkCognition handle the challenge of targeting diverse industries?
9:18: “You’ve got to present technology in a way that resonates with the way that industry thinks, acts, and operates.”
12:04: How does SparkCognition develop the subject matter expertise across the industries it targets?
13:44: What gets Stephen excited and nervous about 2023?
18:11: What is Stephen’s favorite tool?

The post What’s Working for Companies Marketing AI Solutions? appeared first on TechnologyAdvice.