In today's episode, we dive deep with Michael Smart, Founder and Managing Principal of Egress Solutions, Inc., as he sheds light on accelerating growth in B2B SaaS companies. Michael brings his wealth of experience to the table, discussing the details of product management and the vital role of customer-centric approaches in today's tech-driven market.

Key Takeaways:

(01:10) Michael Smart introduces his role at Egress Solutions and their focus on mid-market B2B software companies.

(03:33) The shift from all-encompassing platforms to specialized systems that integrate into larger ecosystems.

(08:13) The emphasis on product marketing to bridge the gap between user satisfaction and organizational buy-in.

(13:38) Every aspect of a product must add value and reinforce the customer's decision, or it risks harming the vendor relationship.

(17:43) The significance of early-stage consideration of the customer experience in the product development cycle.

(22:01) The need for organizational change management and the impact of executive leadership's attitude on successful transformations.

(29:20) Embracing lifelong learning allows for continuous adaptation and correction based on life's unexpected turns and new data.

(37:57) The ongoing challenge of adapting to rapid changes in the business environment.

Resources Mentioned:

Egress Solutions

GTM Disrupted Podcast

Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking.

We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business.

You show up and have conversations, we handle everything else. Learn more at ContentAllies.com

#B2B #BusinessLeaders #Leadership

In this episode, we're joined by Genesis Capunitan, Head of B2B at Initiative, part of The Interpublic Group of Companies. With a rich background spanning global software companies and leading creative agencies, Genesis brings a wealth of experience to the discussion of B2B marketing in the modern landscape.

Key Takeaways:

(00:41) Genesis and his role at Initiative.

(04:01) The impact of an expanding buying committee on B2B sales cycles and decision-making.

(05:49) Implementing OKRs and KPIs to streamline marketing objectives and results.

(07:11) The underrated value of endemic media in targeted industry marketing.

(08:09) Brand architecture and its components as the foundation of strategic marketing.

(10:45) Strategies for effective marketing under budget constraints and resource limitations.

(14:41) Transitioning from service-focused narratives to aspirational brand storytelling.

(17:53) Introducing 'sense-making' in content strategy to aid in the B2B buying process.

Resources Mentioned:

Genesis Capunitan -

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

Initiative | LinkedIn -

https://www.linkedin.com/company/initiative/

Initiative | Website -

https://www.interpublic.com/our-companies/initiative/

Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking.

We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business.

You show up and have conversations, we handle everything else. Learn more at ContentAllies.com

#B2B #BusinessLeaders #Leadership

On this episode, we're joined by Jasmeet Sawhney, Global Head of Marketing at Axtria, to talk about the transformative power of podcasting in the B2B realm. Jasmeet unveils the strategic thinking behind Axtria's engagement through audio content and describes his journey from being a tech enthusiast to spearheading marketing initiatives in the life sciences sector.

Key Takeaways:

(00:52) Jasmeet’s pivotal role in leveraging cloud software and data analytics in the life sciences industry.

(01:51) The transition from startup founder to marketing leader, emphasizing the value of diverse experiences.

(04:07) Insight into Axtria's customer engagement strategy and the multifaceted nature of B2B transactions.

(07:01) Launching the Life Sciences Leadership podcast to enrich content creation.

(09:38) The dual podcast strategy to cater to both technical and leadership audiences, ensuring content relevance.

(11:42) Partnering with Life Sciences Voice to elevate podcast outreach, and the strategic importance of such collaborations.

(18:20) Evaluating the success of a podcast beyond mere metrics, focusing on content relevance and audience growth.

(20:48) The organic promotion strategy and the impact of influential guests on audience engagement.

Resources Mentioned:

Jasmeet Sawhney -

https://www.linkedin.com/in/jasmeet-sawhney/

Axtria | LinkedIn -

https://www.linkedin.com/company/axtria/

Axtria | Website -

https://www.axtria.com/

Life Sciences Leadership Podcast -

https://podcasts.apple.com/us/podcast/life-sciences-leadership-with-jasmeet-sawhney/id1570585602

Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking.

We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business.

You show up and have conversations, we handle everything else. Learn more at ContentAllies.com

#B2B #BusinessLeaders #Leadership