11 Minutes with Octane11: a B2B Marketing Mini-Podcast - Episode 2: Putney Cloos (Cision, Amex, McKinsey, Kraft) on B2B Collaboration and Connecting with Humans

Episode 2: Putney Cloos (Cision, Amex, McKinsey, Kraft) on B2B Collaboration and Connecting with Humans

11/28/23 • 12 min

11 Minutes with Octane11: a B2B Marketing Mini-Podcast

In Episode 2 of "11 Minutes with Octane11: a B2B Marketing Podcast" featuring guest Putney Cloos (Cision, Amex, McKinsey, Kraft), hosts Dan Rosenberg and Stephany Shelton discuss the biggest challenges and successes in B2B marketing Putney has encountered, some mistakes marketers make, and her search for a tool to evaluate the effectiveness of marketing strategies. Putney highlights the importance of inter-departmental collaboration, dealing with siloed data, the human element in B2B marketing, the useful application of intent data from partners like Bombora and other internal and external sources, and the importance of slowing down to learn more effectively.

00:32 Introducing Our Guest: Putney Cloos
01:02 Putney's Background and Latest Role
02:01 Challenges in B2B Marketing
04:18 Anecdote about the Value of Intent Data
05:59 Common Mistakes in B2B Marketing
08:06 Desire for a Benchmarking Tool
09:52 One Win - Slow Down to Go Fast
11:25 Recap and Closing Remarks

Previous Episode

Episode 1: Julie Bernard (Lily.ai, Macy's, IAB, DMA) on B2B Dark Social, Favorite Martech Tools, Story Telling and more.

In the first episode of "11 minutes with Octane 11: a B2B Marketing Podcast" hosts Dan Rosenberg and Stephany Shelton interview B2B expert Julie Bernard (Lily.ai, Macy's, Ad Council, Verve, IAB, DMA). Exploring Julie's career path from B2C to B2B, they discuss key topics in the B2B marketing like "dark social," using more video video, Community Led Growth ("CLG"), the over-gating of content, event ROI, and the importance of telling stories. They also discuss some favorite vendors in the B2B space including Crayon, Navattic, and Gong.

00:32 Introducing Our Guest: Julie Bernard
00:50 Julie's Background and Current Work
01:45 Challenges in B2B Marketing
04:27 Tools and Tactics for B2B Marketing
07:45 Common Mistakes in B2B Marketing
09:46 Closing Remarks and Future Episodes

Next Episode

Episode 3: Scott Stedman (The Imaginarium, Havas, MDC) on Breakthrough B2B Creative and Tactics

In Episode 3 of "11 Minutes with Octane11: a B2B Marketing Podcast" featuring guest Scott Stedman (The Imaginarium, Havas, MDC Partners), hosts Dan Rosenberg and Stephany Shelton talk with Scott Stedman about top challenges, tools, and tactics in B2B marketing. Scott shares insights about his background and the work his team is doing at The Imaginarium. The conversation touches on the complexity of B2B buying committees and the importance of aligning tools with specific goals.

1. Introducing Scott Stedman (0:00 - 1:32)
2. Scott's Background and Work (1:32 - 3:38)
3. Challenges in B2B Marketing (3:38 - 6:46)
4. Finding the Right Tools and Tactics (6:46 - 10:37)
5. Complexity of B2B Buying Committees (10:37 - 13:59)
6. Latest News from the Imaginarium (13:59 - 16:04)