Episode 6: Becky Breen (Connatix, PlaceIQ, Magnetic) on Marketing Across the Funnel and Taking Risks
02/06/24 • 11 min
In this episode, the hosts, Dan Rosenberg and Stephanie Sheldon, talk with Becky Breen, the SVP of Marketing at Connatix, a next-generation video platform. They discuss the challenges in B2B marketing, the evolution of the sales funnel, the importance of building trust and community, successful tools and tactics like Splash, Showpad and Ceros, and the difficulty of measuring marketing campaigns' true impact. They also talk about the importance of creativity and taking risks in B2B marketing.
00:07 Introductions and Welcome
01:15 Becky's Background and Current Role
01:57 Challenges in B2B Marketing
03:05 Effective Tools and Tactics
04:46 Gaps in Current Tools
05:44 Common Misconceptions in B2B Marketing
07:23 Recent Wins and Creative Approaches
In this episode, the hosts, Dan Rosenberg and Stephanie Sheldon, talk with Becky Breen, the SVP of Marketing at Connatix, a next-generation video platform. They discuss the challenges in B2B marketing, the evolution of the sales funnel, the importance of building trust and community, successful tools and tactics like Splash, Showpad and Ceros, and the difficulty of measuring marketing campaigns' true impact. They also talk about the importance of creativity and taking risks in B2B marketing.
00:07 Introductions and Welcome
01:15 Becky's Background and Current Role
01:57 Challenges in B2B Marketing
03:05 Effective Tools and Tactics
04:46 Gaps in Current Tools
05:44 Common Misconceptions in B2B Marketing
07:23 Recent Wins and Creative Approaches
Previous Episode
Episode 5: Alex Lakin (Encore Digital) on 3P Cookie Deprecation and Humor in B2B Marketing
Octane11, Stephanie Shelton and Dan Rosenberg welcome Alex Lakin, Biddable Media director at Encore Digital. They discuss the challenges in B2B marketing, including the phasing out of third-party cookies in Google Chrome, the need for a comprehensive reporting platform, and the importance of incorporating the human element into marketing efforts.
00:07 Introductions
01:06 Alex Background and Current Role
02:30 Challenges in B2B Marketing
02:37 Impact of Signal Loss in Chrome
05:59 Wish for a Unified Reporting Platform
07:23 Common Mistakes in B2B Marketing
09:42 Conclusion and Sign Off
Next Episode
Episode 7: Marc Johnson (Bombora, Resonate, Experian) on Purpose, Internal Marketing and Mindshare
In this episode, hosts Dan Rosenberg and Stephany Shelton talk with Mark Johnson, a three-time CMO, about the challenges and opportunities in B2B marketing. Mark shares insights on company alignment, tools like Bombora, Qualified and Grammarly, and the importance of marketing to people as humans. He also discusses the need for providing value before asking for a deal and expresses a wish for an AI-powered visualization tool.
00:04 Introduction and Welcome
01:01 Mark's Journey into Marketing
03:42 Effective Tools and Tactics in B2B Marketing
05:13 Common Misconceptions in B2B Marketing
07:04 The Need for a Visualization Tool in B2B Marketing
08:49 Recent Wins and Gratifying Moments
10:02 Wrap-up and Key Takeaways
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