Main Insight:
Earning media placements through consistent, strategic PR efforts builds lasting authority and credibility that can significantly boost your brand and sales.

Guest Bio:
Leonard Scheiner is a PR expert who brings over a decade of experience building memorable brands and online authority for both Fortune 500 companies and boutique firms. He has helped professionals secure high-profile media placements in major outlets such as Forbes, CNN, Bloomberg, and more. As the CEO of Geek Haus, Leonard specializes in positioning subject matter experts so they can build trustworthy and credible personal brands that translate into real business results. His proven PR frameworks have driven dramatic revenue growth—helping clients achieve up to a 300% increase in revenue and tens of millions in new business.

Leonard invites listeners to visit GeekHaus.com to explore how his agency can help secure impactful media placements. He also encourages those ready to become featured experts to join his free live training at PodcastGuestIntensive.com, where he walks you through packaging your expertise and pitching for media success.

Key Takeaways:

• Key Takeaways:
  • Start with Local and Niche Media: Before aiming for major publications like Forbes or Bloomberg, begin by establishing credibility with local media, podcasts, and industry-specific interviews.
  • Build a Strong Foundation: A professional website, quality headshots, and a concise yet compelling bio are critical components that support successful media outreach.
  • Leverage Existing Opportunities: Utilize platforms such as Featured.com to identify and respond to media opportunities already in circulation rather than creating chances from scratch.
  • Consistency is Key: Whether it’s a local interview or an emerging podcast opportunity, regularly securing media placements increases credibility over time.
  • Timeframe for Results: While initial placements can occur within one to two months (often starting with local placements), establishing national credibility might take six months to a year, with occasional early successes.
  • Effective Messaging: Ensure that your commentary carries a distinct point of view. Differentiating yourself from generic “vanilla” opinions is essential to be recognized as a genuine expert.
  • Effort Versus Outcome: Typically, a professional needs to spend about one hour per placement, with much of the heavy lifting done by the PR team.
  • Integrate Media Success into the Broader Marketing Strategy: After obtaining media placements, amplify these successes across all channels—email signatures, websites, social media, and promotional materials—to drive trust and customer engagement.
  • Avoid Pitfalls: Watch for pay-to-play dynamics and avoid overextending yourself into too many unrelated areas. Focus on a defined niche to ensure that your expertise remains clear and credible.
  • Training and Preparation: Whether you plan to represent yourself or your CEO, investing in media training and preparation can help secure and maximize media placements.

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Introduction

Welcome to Mindful B2B Marketing, where mindful strategies meet cutting-edge insights. In today’s conversation, host Keira Woodard interviews Leonard Scheiner, a PR expert whose approach to earned media placements has helped professionals secure features in top-tier outlets such as Forbes, Bloomberg, and CNN. This episode explores the transformation possible when companies build their authority through strategic media exposure, ultimately fueling better sales conversations and long-term growth.

The Value of Earned Media

Leonard begins by emphasizing that earned media is less about immediate lead generation and more about establishing lasting credibility and authority. In his view, media placements help validate a professional’s expertise in the public eye. When clients see logos like ABC, CBS, or Bloomberg associated with a professional, there is an implicit statement that the expert is trustworthy and knowledgeable. This approach is fundamental in bridging the gap between being a competent professional and being recognized as an industry expert.

He underlines that this process involves a series of steps—from the initial local media placements and podcast interviews to the eventual national exposure. The idea is to build your media portfolio gradually, ensuring that your personal brand and the quality of your content are consistently polished and compelling.

Establishing a Strong Personal Brand

Leonard’s philosophy centers around the importance of a strong personal brand. Before targeting high-profile media outlets, every expert must ensure that their digital presence is impeccable. This includes having a professional website, quality headshots, and a refined bio. These elements serve as the foundation for your media outreach and signal to both journalists and your audience that you’re someone worth listening to.

He makes the analogy of buying pasta in a grocery store—just as consumers choose packaging that communicates quality, so too does the way you present yourself online matter. A polished brand not only attracts journalists but also boosts your credibility when customers perform a quick online search.

The Gradual Process: From Local to National Exposure

Leonard explains that the journey to landing national features is methodical. He describes it as a process where you “crawl and then stumble and then walk before you can run.” Starting with local media outlets and podcasts allows you to refine your message and build the necessary media presence. The typical ramp-up period is between one to two months. During this time, clients develop a strong and clear voice that resonates with both local audiences and, eventually, larger editorial boards.

As local placements accumulate, they serve as stepping stones towards securing features in more prestigious outlets. Some clients have experienced rapid success, securing placements on major platforms within just a few weeks. However, Leonard stresses the importance of consistency, setting realistic expectations that national placements are generally achievable within six months to a year.

Crafting a Compelling Message

One of the recurring themes in Leonard’s advice is the importance of having a unique and strong opinion in your messaging. Rather than simply echoing what everyone else says, a true expert must offer distinct insights that add value to the public dialogue. Leonard cites common pitfalls such as offering “vanilla” commentary that fails to differentiate the speaker from the crowd.

He advises that a deep dive into your core message—identifying the overlap between your expertise and current media trends—can lead to more successful pitches. Journalists are more likely to feature experts who not only know their subject matter well but can also articulate a clear, expert opinion that adds something new to the discussion.

Practical Steps for B2B Marketers

For marketers looking to apply these insights to promote either themselves or their CEOs, Leonard offers several actionable steps:

• Leverage Platforms Like Featured.com: Instead of creating opportunities from scratch, use established platforms where journalists post questions and look for expert responses.
• Dedicate Regular Time: Even if the client spends only about one hour per placement, the cumulative effort across various pitches makes a significant difference.
• Focus on Consistency: Regularly monitoring and responding to media opportunities ensures that your placements—and thus your credibility—grow over time.
• Integrate Media Placements into Your Brand: Once you secure a placement, promote it through your email signatures, website, social media channels, and any promotional handouts.

These steps create a system where the initial effort compounds, building a portfolio that makes you increasingly attractive to major media outlets.

Avoiding Common Pitfalls

Leonard doesn’t shy away from discussing the challenges inherent in PR. One major issue is the temptation to engage in pay-to-play media placements. While some publications may accept payments for features, true earned media—the kind that brings genuine authority—is built on merit. He also notes that spreading oneself too thin across unrelated topics can dilute expertise. For example, a professional known for one niche cannot simultaneously be an expert in multiple, unrelated fields without confusing their audience and potential journalists.

By focusing on a clear niche and refusing to compromise on having a strong, valuable opinion, professionals can ensure that their media placements are both credible and impactful.

Measuring Success and Results

Throughout the interview, Leonard shares impressive examples of media success. He highlights cases where clients saw national placements within weeks and, importantly, where these placements translated into substantial financial gains. For example, one client leveraged a media feature to add an additional $80,000 a month to their revenue. Although PR is not typically viewed as a direct response channel, the cumulative effect of earned media on brand awareness and customer trust is significant.

Leonard’s experiences underscore that while the process may be gradual, the rewards—in terms of enhanced credibility and improved sales conversations—are well worth the effort.

Conclusion

The conversation with Leonard Scheiner reinforces the idea that earned media is a powerful, albeit gradual, tool for building authority and credibility in the B2B landscape. With a solid foundation in personal branding, a consistent approach to media outreach, and a commitment to offering valuable insights, both marketers and professionals can transform their public perception and, ultimately, their bottom line.

For those interested in taking the next step, Leonard invites listeners to explore additional resources and training on topics such as packaging your knowledge, refining your media bio, and securing podcast interviews. You can learn more about his work at gogeekhaus.com/ and join his free, semi-regular training sessions by visiting podcastguestintensive.com.

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Main Insight:
Harnessing authentic customer stories that resonate emotionally can significantly enhance trust and value perception, driving successful B2B marketing strategies.

Guest Bio:
Indy is an executive and creative visionary with over 20 years of experience across diverse industries including tech, fintech, real estate, music, fashion, and cosmetics. She has led teams and consulted for prestigious brands such as LVMH, IKEA, and Sony. Currently, Indy is the founder of WeDo, a fintech application designed to support freelancers, gig workers, and small business owners by offering comprehensive business management tools with minimal fees.

Key Takeaways:

1. Engage Directly with Customers
   • Action: Personally reach out to your customers, especially those who are highly engaged or have provided feedback.
   • Implementation: Initiate interviews with these customers to understand their experiences before and after using your product. This direct engagement helps in uncovering authentic and relatable stories.
2. Utilize the Jobs to Be Done Technique
   • Action: Apply the Jobs to Be Done (JTBD) framework to guide your conversations with customers.
   • Implementation: Start by discussing the customer's current situation and work backward to identify the key pain points and triggers that led them to choose your product. This method helps in uncovering both emotional and practical reasons behind their decision.
3. Identify Common Patterns and Themes
   • Action: Analyze the insights gathered from multiple customer interviews to find recurring themes and challenges.
   • Implementation: Look for similarities in the problems customers faced and how your product provided solutions. These common patterns can form the foundation of your marketing narratives, making them more relatable to a broader audience.
4. Involve Multiple Team Members in the Process
   • Action: Encourage participation from various departments, including CEOs, product teams, and customer service representatives, in conducting customer interviews.
   • Implementation: Different perspectives can provide a more comprehensive understanding of customer experiences. This collaborative approach ensures that the stories captured are well-rounded and cover multiple facets of the customer journey.
5. Systematize Customer Interviews
   • Action: Implement a structured process for scheduling and conducting regular customer interviews.
   • Implementation: Use project management tools like Jira, Asana, or Monday.com to organize and automate the scheduling of interviews. Assign tasks to team members to ensure consistent and ongoing data collection from customers.
6. Create Multi-Channel Content from Customer Stories
   • Action: Develop customer stories in various formats to maximize reach and engagement across different platforms.
   • Implementation: Transform the narratives into written articles, video testimonials, and audio segments for podcasts or radio. Additionally, use snippets of these stories as straplines on your homepage or in social media posts to enhance visibility and impact.
7. Test, Monitor, and Refine Your Stories
   • Action: Continuously evaluate the effectiveness of your customer stories and adjust them based on performance data.
   • Implementation: Track engagement metrics and analyze customer acquisition patterns to determine w

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Main Insight Implement a continuous discovery and improvement process to effectively engage customers post-sale, driving revenue and fostering long-term relationships.

Guest Bio Ken is a dynamic entrepreneur and commercialization leader with a proven track record of founding businesses, creating new markets, and delivering significant shareholder returns. Passionate about addressing unmet needs with practical solutions, Ken specializes in launching products, building scalable business models, and cultivating thriving company cultures. As the founder of Bluestream, he focuses on connecting businesses with their customers after the sale through innovative SaaS platforms.

Key Takeaways

• Adopt a Continuous Discovery Process: Implement a cycle of discovery, choice, execution, and learning to adapt and grow your business.
• Define Clear Objectives: Start with clear goals, whether they’re revenue targets, product launches, or other milestones.
• Ask the Right Questions: Use both open-ended and closed-ended questions to gather comprehensive data from your customers.
• Listen Actively: Prioritize listening over assuming answers to truly understand customer needs and preferences.
• Tailor Communication Styles: Adapt your questions and interactions to match the communication styles of different stakeholders.
• Be Willing to Pivot: Stay flexible and ready to adjust your strategies based on the insights gained from customer feedback.
• Implement and Iterate: Choose a path based on your discoveries, execute it, and continuously refine your approach based on ongoing learning.

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Introduction

In the latest episode of the Mindful B2B Marketing podcast, we had the pleasure of speaking with Ken Rapp, the founder of Bluestream. Ken brings a wealth of experience as an entrepreneur and commercialization leader, with a strong focus on addressing unmet needs through practical solutions. His expertise in launching products, building scalable business models, and fostering thriving company cultures makes him a valuable voice for B2B marketers looking to enhance their post-sale customer engagement strategies.

The Genesis of Bluestream

When asked about his journey into founding Bluestream, Ken shared his passion for helping companies scale by addressing unmet needs. He highlighted his focus on the consumer sector, where businesses often lack effective ways to engage with customers after the sale. Ken explained that Bluestream was created to bridge this gap by providing a platform that connects companies with their customers through conversational AI and dynamic interactive messaging. This approach ensures an engaging onboarding experience and effective maintenance programs for products, ultimately driving customer satisfaction and loyalty.

The Discovery-Choose-Live Cycle

Ken emphasized that growing Bluestream wasn’t a straight path but rather a continuous cycle of discovery, choice, execution, and learning. He described this process as follows:

1. Discovery: Identify and understand the unmet needs in the market by listening to customers and gathering data.
2. Choose: Based on the insights gained, make informed decisions on the best path forward.
3. Live/Execute: Implement the chosen strategy and live with the decision, monitoring its impact.
4. Learn: Analyze the results, learn from the experience, and return to the discovery phase to refine and improve.

This iterative process allows businesses to stay agile, respond to market changes, and continuously improve their offerings.

Implementing the Discovery Process in Your Company

For B2B marketers looking to adopt this approach, Ken provided a step-by-step guide:

1. Define Your Goals: Start with a clear vision of what you want to achieve, such as specific revenue targets or product milestones.
2. Formulate Questions: Develop both open-ended and closed-ended questions to gather detailed insights from your customers.
3. Gather Data: Engage with your target audience to collect valuable information that will inform your strategies.
4. Analyze and Choose: Assess the data to identify patterns and make informed decisions on the best path forward.
5. Execute and Monitor: Implement your chosen strategy and closely monitor its effectiveness.
6. Iterate and Improve: Use the insights gained from execution to refine your approach, ensuring continuous improvement.

Overcoming Common Pitfalls

Ken highlighted that one of the biggest challenges in this process is the tendency to stop listening and assume you know the answers. To avoid this, he stressed the importance of active listening, asking clarifying questions, and tailoring your communication to different stakeholders’ styles. By doing so, you ensure that the insights you gather are accurate and actionable, leading to better decision-making and more effective customer engagement.

Promoting Bluestream

As the conversation wrapped up, Ken invited listeners to connect with Bluestream to explore how they can enhance their post-sale customer engagement. He emphasized Bluestream’s mission to help companies build meaningful relationships with their customers after purchase, driving revenue, market share, and referrals through effective engagement strategies.

Conclusion

Ken’s insights provide a valuable framework for B2B marketers aiming to strengthen their post-sale customer relationships. By embracing a continuous discovery and improvement process, defining clear objectives, and actively listening to customer needs, businesses can create lasting connections that drive sustained growth and success.

For more information or to connect with Ken, visit Bluestream.io and start transforming your customer engagement strategies today.

Main Insight

Instead of targeting a broad audience, concentrate on particular industries and their unique use cases. This enables you to tailor your messaging, content, and solutions to meet specific customer needs. This funnel-focused approach enables B2B marketers to systematically optimize each stage of the customer journey with targeted, industry-specific strategies, resulting in higher conversions and more efficient growth.

Guest Bio
Bas Hennephof is the co-founder of ConvertCalculator, a no-code builder for interactive content such as calculators, quizzes, lead pages, product configurators, and quote forms. He has extensive experience in business, design, marketing, product, and strategy. In the past, he founded an online startup accelerator, coached multiple innovation teams, and led a corporate innovation initiative at the largest bank in the Netherlands.

Practical Steps

1. Define Your Ideal Customer Profile (ICP):
   • Identify the specific industries and use cases where your product or service provides the most value.
   • Develop detailed personas to understand their pain points, needs, and decision-making processes.
2. Map Out Your Customer Journey Using Funnel Metrics:
   • Outline each stage of your funnel: awareness, acquisition, activation, retention, revenue, and referral.
   • For each stage, list the actions customers take and the conversion rates associated with them.
3. Create Industry-Specific Messaging and Content:
   • Develop landing pages, blogs, and marketing materials tailored to each industry and use case.
   • Use language and examples that resonate with your target audience’s specific challenges and goals.
4. Develop Targeted Templates and Tools:
   • Offer templates, calculators, or interactive content that address the unique needs of each segment.
   • Ensure these resources help customers quickly realize the value of your product.
5. Implement Systematic Measurement and Analysis:
   • Set up analytics to track conversion rates at each funnel stage.
   • Regularly review data to identify drop-off points and areas for improvement.
6. Run Focused Experiments:
   • Prioritize one funnel stage at a time and conduct A/B tests to optimize it.
   • Implement changes based on data-driven insights and measure their impact over time.
7. Enhance Onboarding and Activation Processes:
   • Customize onboarding experiences based on customer segmentation.
   • Provide relevant support content, tutorials, and guidance to improve activation rates.
8. Maintain Team Alignment and Communication:
   • Involve all team members in funnel optimization discussions.
   • Use collaborative tools to ensure everyone is informed about goals, strategies, and progress.
9. Stay Disciplined but Flexible:
   • Set clear quarterly goals for each funnel stage and stick to them.
   • Be open to adjusting strategies based on performance data and changing market conditions.
10. Seek Continuous Feedback and Iterate:
    • Collect customer feedback to understand their experience at each funnel stage.
    • Use insights to refine your product offerings and marketing strategies continually.

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Full Interview Transcript with Bas Hennephof: Co-Founder of Convert Calculator on Building a No-Code Interactive Content Platform

The following interview transcript has been edited for conciseness and clarity.

Introduction

Today, I’m sitting down with Bas, the co-founder of Convert Calculator, a no-code builder for interactive content such as quizzes, calculators, and lead pages. Bas brings extensive experience in business, design, marketing, product, and strategy. Previously, he founded an online startup accelerator, coached multiple innovation teams, and led a corporate innovation initiative at the largest bank in the Netherlands. I’m super excited to chat with him and delve into his background and insights.

The Journey to Co-Founding Convert Calculator

Interviewer: Could you tell me a little bit about what led you to co-found Convert Calculator?

Bas: It’s an interesting story. My co-founder, Joris, who is the technical co-founder, and I met coincidentally. Joris started Convert Calculator as one of his side projects while working as a freelance developer. Like many freelancers, he aspired to start his own startup. I collaborated with him from a business perspective because, as a lone wolf, it can be challenging to manage all aspects alone. We met regularly to discuss business and product topics for a few years. As the product began to grow steadily, Joris realized the need for a co-founder. At that time, I was concluding a corporate innovation initiative, so the timing was perfect for us to join forces. I became the co-founder, focusing mainly on overall product strategy and the business side, while responsibilities naturally shifted in our small team.

Key Insights for Business Growth

Interviewer: Since you’ve been building Convert Calculator, what would you say is the main insight that has allowed you to grow or promote the business?

Bas: The main insight is adopting an industry-specific approach combined with funnel thinking. Convert Calculator is a versatile, no-code tool that allows users to create interactive content like quizzes and calculators. Unlike static landing pages, our tool offers dynamic, Excel-like interactive elements, making it applicable across various industries with numerous use cases.

This versatility is a double-edged sword. While it opens up multiple opportunities, it also requires significant focus. To manage this, we connect specific use cases to particular industries, enabling us to define clear customer personas and address their unique pain points. This approach helps us create targeted messaging, industry-specific landing pages, tailored templates, and support structures like instructional videos. Funnel thinking allows us to systematically improve conversions by focusing on each stage of the customer journey, ensuring that we deliver the right content and support to our diverse user base.

Implementing a Funnel-Based Approach

Interviewer: What was it like before you started taking this funnel-based approach to systematically learn about customer pain points and improve your product?

Bas: Before adopting a funnel-based approach, it was chaotic. Convert Calculator began as a tool for creating quote calculators, but over time, the product expanded beyond that narrow focus. We realized the need to reposition ourselves as an interactive content builder. By narrowing our focus, we could better communicate our value to specific niches. For example, for a cleaning business, Convert Calculator automates the initial sales funnel with a quote calculator on their website, reducing the need for constant phone calls or emails.

This industry-specific approach helped us stay focused and manage the abundance of ideas and opportunities. By sticking to our funnel strategy, we could prioritize what was most important for our customers and systematically improve our product.

Advice for Implementing Conversion Funnels

Interviewer: If I work in a B2B SaaS company and want to use conversion funnels to understand my audience and build my product systematically, what step-by-step advice would you give?

Bas: I recommend using the pirate metrics funnel: Awareness, Acquisition, Activation, Retention, Revenue, and Referral. Start by outlining these top-level funnel steps and then break each one down further. For example, within the Activation stage, analyze what happens after a user signs up. Identify specific pain points and how your solution can address them.

Begin by defining your customer personas and segmentation. Then, develop strategies for each funnel stage, such as SEO for Awareness or tailored onboarding processes for Activation. Continuously build, measure, and learn from each step. This systematic approach helps you identify areas for improvement and optimize conversion rates effectively.

Measuring and Optimizing Conversion Rates

Interviewer: How long does it take to see results in terms of higher conversion rates at each stage of the funnel?

Bas: It varies depending on the action taken. For example, when Joris focused on on-site SEO by improving our webpages and creating new keyword-optimized pages, we saw an instant traffic increase. However, it takes time to determine if these changes are significant and not just outliers. Each experiment requires setting clear hypotheses, measuring results, and iterating based on the data.

For instance, in our onboarding funnel, we introduced qualifying questions to provide specific template options based on user responses. This helped match customers with the right templates, making it easier for them to succeed. By measuring how many users complete these segmentation steps and successfully use the templates, we could assess the effectiveness of our changes.

Balancing Efficiency in a Small Team

Interviewer: As a small team, how do you balance the work involved in optimizing conversion rates with other responsibilities?

Bas: It requires a lot of discipline. With limited resources, we often have more ideas than we can implement. Unlike larger teams with specialized roles, we wear many hats, which makes us efficient but also means juggling multiple tasks. Maintaining discipline is challenging, and we sometimes fall short. However, prioritizing productivity and focusing on the most impactful actions helps us manage our workload effectively.

Common Pitfalls in Conversion Funnel Optimization

Interviewer: What are some pitfalls people might encounter when implementing conversion funnel and conversion rate optimization?

Bas: In larger teams, separated functions can hinder a holistic overview, making it difficult to connect all the dots. Effective communication between different functions is crucial but can become time-consuming, detracting from actual progress. Balancing communication with productivity is essential to avoid these pitfalls.

Setting and Managing Goals

Interviewer: How do you set and manage goals for different stages of the funnel?

Bas: We work backwards from our revenue goals. For example, if we aim for a million in annual revenue, we calculate the number of customers needed and understand our conversion rates. By breaking down the funnel into specific steps—such as attracting visitors, converting them to sign-ups, and activating them—we can implement targeted actions for each stage. Measuring the effectiveness of these actions helps us adjust our strategies and maintain balance across the funnel.

Maintaining Discipline and Productivity

Interviewer: How do you handle maintaining discipline and productivity as you grow your team?

Bas: It’s challenging and requires strict discipline. As a bootstrap company, we focus on balancing opportunism with rigidity. While more team members can provide additional support, it also necessitates new structures to maintain productivity. Prioritizing tasks and staying disciplined ensures we continue making progress despite the increasing complexity.

Conclusion

Interviewer: Before we wrap up, is there anything you’d like people to know or any projects you’re working on?

Bas: We’re always working on exciting projects. If you’re a marketer, interactive content could be the next wave to improve your conversion rates. Check out our product at ConvertCalculator.com. It’s a versatile and flexible tool with a manageable learning curve. We’re continuously working to make it easier to use, and we’re here to help with specific use cases. Explore our website, try out the examples, and feel free to reach out if you need assistance.

Interviewer: Thank you so much, Bas, for sharing your story and insights.

Bas: Thank you for having me.

KEY TAKEAWAYS:

• Focus on building scalable infrastructure early to support long-term growth.
• Design servicing systems with flexibility to adapt to customer needs and regulatory changes.
• Leverage analytics and customer data to continuously refine product offerings and user experience.
• Invest in modern technologies to future-proof financial products and services.

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Main Insight:
Focusing your time and budget on the accounts that are most likely to buy, and aligning teams with a unified system, is essential to a successful account-based marketing (ABM) strategy.

Guest Bio:
Leanne Chescoe is a results-driven B2B marketer with 15 years of experience in SaaS, specializing in ABM strategies, lead generation, and channel partnerships. In 2018, she founded the Women in B2B Network, a thriving community of over 400 senior professional women, aimed at empowering members through connections, opportunities, and expertise.

Key Takeaways:

1. Adopt an Account-Based Approach: The most urgent strategy for B2B marketers today is focusing on the accounts that have the highest propensity to buy. This requires a clear understanding of target account lists and being able to identify in-market accounts based on intent data.
2. Understand the Customer Journey: Approximately 95% of the customer's time in the buyer's journey is spent without direct contact with a salesperson, much of which is anonymous. Gaining insights into what potential customers are researching—whether it’s your products or your competitors’—is critical.
3. Utilize Intent Data: Marketers must be proactive in identifying accounts that are showing interest in related products or competitors. Having real-time access to intent signals enables more precise targeting and personalization, which leads to better customer experiences.
4. Create a Unified System: It's vital to have a consolidated platform that integrates all your data—account-level, contact-level, and system-level—across marketing and sales. This ensures that both teams are aligned with a shared view of the customer journey, preventing go-to-market fragmentation.
5. Align Sales and Marketing: When marketing and sales teams share the same platform and data, they can work more effectively to prioritize accounts, track engagement across the buyer journey, and know the best time for sales to follow up. Sales readiness isn’t just about one download—it’s about consistent, meaningful engagement.
6. Measure Engagement: With a unified system, you can measure engagement across the entire buyer journey and adjust your messaging to fit where a prospect is in the funnel. This ensures that both marketing and sales are equipped with the right information to engage prospects effectively.

Leanne emphasizes the importance of making sure the right messaging is being delivered at every stage of the sales cycle and that sales follow-up occurs only when there is substantial engagement. By leveraging these strategies, B2B marketers can improve their ABM results and foster a more seamless sales process.

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MAIN INSIGHT: Prioritize self-care and employee wellness in the marketing workplace to prevent burnout and foster sustainable business growth.

GUEST BIO:  Pete Sena is a creative entrepreneur and founder of Digital Surgeons, a brand experience consultancy. For nearly 20 years, he has partnered with founders and business leaders to accelerate growth through marketing innovation, branding, and digital-experience design. A human-centered problem solver, Pete focuses on the behaviors and systems that drive people, products, and experiences. His work has impacted leading brands such as Unilever, Microsoft, and LEGO. He leverages expertise at the intersection of design, technology, and consumer behavior to enact positive change and increase business value. His experiences, such as the development of the Four Green Lights system for aligning values with business growth, are published to his blog, petesena.com

RESULTS:

• Enhanced team morale and employee retention
• Healthier work-life balance for staff
• Reduced stress and prevention of burnout
• Increased productivity and creativity
• Improved client satisfaction
• Positive impact on profitability
• More collaborative and supportive work environment
• Holistic business growth valuing individual contributions

KEY TAKEAWAYS:

• Implement wellness programs and initiatives within the company
• Encourage practices like prioritizing sleep and meditation among employees
• Foster self-awareness and self-care routines
• Create a supportive environment with generous PTO policies and a remote-first culture
• Align business goals with employee wellness using systems like the four green lights
• Reduce unnecessary meetings and promote asynchronous communication
• Set clear boundaries between work and personal time
• Emphasize effective communication and thorough documentation
• Over-communicate to prevent misunderstandings and foster transparency
• Establish a clear vision that includes employee well-being as a core component
• Encourage open communication and provide a wellness budget for staff initiatives

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Main Insight:
Focusing on truthful claims in marketing enhances credibility, builds stronger customer trust, and leads to more effective campaigns that resonate with B2B audiences, ultimately boosting brand reputation and fostering sustainable client relationships.

Guest Bio:
Mike Maynard is the CEO and owner of the Napier Group, a PR-led, full-service marketing agency specializing in the B2B technology sector. Under his leadership, Napier Group works closely with clients to develop strategic campaigns that drive impactful results and deliver a significant return on investment.

Step-by-step process to ensure that marketing claims are accurate:

1. Before Starting a Campaign, Learn About the Products:
   In highly technical industries, it's crucial to get product managers and engineers to brief you on the product details. Use these interviews with product experts to create a comprehensive briefing sheet for reference within your organization. This briefing sheet should serve as a “source of truth” for advertising claims and be continuously fact-checked by everyone involved. Creating this briefing helps writers on the marketing team communicate effectively, as they need to understand the information to put it in their own words, and the briefing sheets can also be repurposed as marketing content. 
2. Build the Campaign with Long-Term Considerations:
   When creating your campaign, focus on developing a strategy that supports long-term goals and sustainability rather than just immediate results.
3. Seek Feedback from External Reviewers:
   Get input from people outside of the campaign, whether they are other members of the marketing team or from other departments. This external perspective helps refine the nuances of the message, making it more effective and clear to your audience.
4. Find a Knowledgeable Fact-Checker:
   Identify a fact-checker who thoroughly understands the product, possibly an engineer, to ensure the marketing claims are technically accurate and clearly conveyed. This step ensures that all claims are valid and aligned with the product’s capabilities.

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Main Insight:
Ram Prasad, a small business owner, explains how embracing structured marketing strategies, such as leveraging LinkedIn and consistent content creation, led to doubling his company's revenue, and emphasizes the importance of viewing marketing as a long-term investment for small business growth.

Guest Bio:
Ram Prasad is the CEO of Delence, a company specializing in providing fractional CTO (Chief Technology Officer) and CPO (Chief Product Officer) services to businesses. With a strong background in technology, Ram has recently developed a passion for marketing, particularly in the context of small business growth. His expertise lies in bridging the gap between technology and marketing, helping businesses scale effectively by leveraging tailored tech solutions and strategic marketing insights.

Step-by-Step Advice for Moving Away from Referral-Only Business Growth

1. Prioritize Business Growth: 
   • Allocate a marketing budget and consider hiring marketing professionals. View marketing as an investment in your business's future. This helps you avoid inefficiencies and leverages expertise to craft a more effective strategy. 
2. Identify the Right Social Media Channel:
   • The first crucial step is to identify the most effective social media channel where your target audience is most active. This decision should be based on where your potential customers are likely to be found. For example, if your customers are tech startup CEOs, they are more likely to be on LinkedIn or Twitter rather than Instagram or Facebook. Start by focusing on one or two platforms to ensure your efforts are concentrated and effective.
3. Consistency in Posting:
   • Once you have identified the appropriate channel, the next step is to post consistently. The ideal frequency for most businesses is at least two to three times a week. Consistency is key because posting regularly helps keep your brand top of mind with your audience. Ram emphasizes that the goal isn't to aim for a viral post but to build a presence over time through regular and consistent posting. He recommends setting aside a specific time daily or weekly for content creation and posting to maintain this consistency. Understand that marketing requires patience and consistent effort, much like gardening. Focus on nurturing your strategy and be prepared to commit for several months before expecting significant outcomes. 
4. Create and Share Original Content:
   • It’s important that the content you post is original. Original content reflects your unique perspective and experiences, which is more engaging and valuable to your audience. Ram advises against simply copying content from others or using generic content generated by tools. Instead, use your own experiences, such as summarizing a customer interaction or a recent project (while maintaining confidentiality), to create content. This approach ensures your content is authentic and resonates more deeply with your audience.
5. Measure and Adjust:
   • After establishing a routine of consistent posting, the next step is to measure the effectiveness of your posts. Pay attention to the feedback you receive, such as likes, comments, and shares, to understand what content is resonating with your audience. However, Ram warns against overthinking this process. Instead, focus on experimenting and adjusting your content based on the feedback and engagement you observe. The key is to keep iterating and improving your strategy rather t

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