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FIR B2B #146: Language Matters

April 5, 2021 by David Strom and Paul Gillin Leave a Comment

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Corporations are increasingly weighing in on social and political issues, and the need to be sensitive to special interests has never been greater. In this show we run through some examples of how the choice of words matters in framing your organization’s position in a controversy. 
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Filed Under: FIR B2B Tagged With: Controversy, Volkswagen

FIR B2B #145: Greg Ness Is a ‘Fractional CMO.’ What the Heck Does That Mean?

February 16, 2021 by David Strom and Paul Gillin Leave a Comment

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With 20 years of success nurturing technology startups to success, Greg Ness is now a “fractional CMO,” working with a small team of experts to bring marketing expertise to emerging companies in a package he calls “go-to-market-as-a-service.”

 
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Filed Under: FIR B2B Tagged With: Fractional CMO, Greg Ness

FIR B2B #144: The Future of Virtual Events

January 28, 2021 by David Strom and Paul Gillin Leave a Comment

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While folks can’t wait to get back to traveling to actual face-to-face events, for the moment we have to contend with virtual events. Paul and David discuss what are some of the issues with producing these events, the kinds of IT tools that are required, and what you need to do to plan them appropriately.
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Filed Under: FIR B2B Tagged With: virtual events

FIR B2B #143: Mitch Ratcliffe On How COVID is Making All Marketing Local Again

November 10, 2020 by David Strom and Paul Gillin Leave a Comment

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http://traffic.libsyn.com/fir/Fir-B2B_143.mp3Podcast: Play in new window | Download (Duration: 20:52 — 13.1MB) | EmbedSubscribe: Google Podcasts | Email | RSS | Subscription Options Mitch Ratcliffe is a business, product and content marketing leader with 35 years of experience in local media, technology marketing, online and broadcast publishing. Among the successful businesses he’s helped launch are the… Continue Reading →

Filed Under: FIR B2B

FIR B2B #142: Why B2B Marketers Should Care About ‘The Social Dilemma’

September 29, 2020 by David Strom and Paul Gillin Leave a Comment

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The new movie The Social Dilemma carries the message that the social giants have sold us and our data down the river, and we now are stuck with the consequences. We believe B2B marketers can do more to fight against misuse of personal information and the spread of hate speech online.
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Filed Under: FIR B2B Tagged With: Facebook, hate speech, online privacy, The Social Dilemma

FIR B2B #141: How Domo Pivoted to a Virtual Conference in Just 12 Days

August 24, 2020 by David Strom and Paul Gillin Leave a Comment

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John Mellor, chief strategy officer at data visualization vendor Domo, tells how the company pivoted to change its annual conference from a physical to a virtual event in just 12 business days.
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Filed Under: FIR B2B Tagged With: Domo, virtual conference

FIR B2B #140: Talend’s Lauren Vaccarello On Taking Marketing Virtual

August 12, 2020 by David Strom and Paul Gillin Leave a Comment

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In the year since she joined data integration software vendor Talend as CMO, Lauren Vaccarello has worked through an entire revamp of the leadership team, a full company rebrand and a the transformation of an in-person event to a worldwide series of virtual events across three continents. Her optimism and enthusiasm should inspire anyone. 
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Filed Under: FIR B2B Tagged With: Lauren Vaccarello, Talend, virtual events

FIR B2B #139: Faulting and Fixing Facebook’s Hate Speech Problem

July 8, 2020 by David Strom and Paul Gillin Leave a Comment

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More than 300 advertisers are pulling ads from Facebook over hate speech complaints. We wonder why there aren’t more B2B brands on the list. 
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Filed Under: FIR B2B

FIR B2B #138: Keeping it Real

June 5, 2020 by David Strom and Paul Gillin Leave a Comment

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COVID has given new meaning to the value of authenticity. We look at how Salesforce.com delivers it, how marketers can be more authentic on LinkedIn and the new authenticity video meetings have introduced to business conversations.
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Filed Under: FIR B2B Tagged With: authenticity, COVID-19, influencer marketing, LinkedIn, Saleforce.com

FIR B2B #137: Invoca CMO Dee Anna McPherson on Building Strong Customer Advocacy Programs

May 8, 2020 by David Strom and Paul Gillin Leave a Comment

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http://traffic.libsyn.com/fir/Fir-B2B_137.mp3Podcast: Play in new window | Download (Duration: 19:16 — 35.3MB) | EmbedSubscribe: Google Podcasts | Email | RSS | Subscription OptionsWe talk today with Dee Anna McPherson, the CMO at Invoca, an AI call tracking and conversational analytics vendor. That is a mouthful and one of the things she is doing is trying to… Continue Reading →

Filed Under: FIR B2B Tagged With: customer advocacy, Dee Anna McPherson, Invoca, yammer

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