The Radical Global Marketing Podcast

Kelley Valone is a seasoned marketing professional with extensive experience in demand generation, SaaS, and various marketing strategies.

She is the Director of Global Marketing at Prove, where she oversees demand generation strategies and marketing operations.
In this episode:
Kelley discusses her career and touches on many facets of B2B marketing. Some takeaways:

• Demand Generation Evolution: Marketing professionals should recognize the evolving nature of demand generation, which now encompasses not just lead acquisition but also pipeline acceleration and customer upselling.
• Importance of ABM and Field Marketing: Account-Based Marketing (ABM) and field marketing are crucial for targeting and engaging specific customer segments effectively, especially in competitive markets.
• Brand Building alongside Demand Capture: Successful marketing strategies balance brand building with demand capture to enhance brand recognition and credibility, leading to better engagement and conversion rates.
• Customer Journey Integration: Marketing efforts should integrate seamlessly across the customer journey, from lead acquisition to customer retention, emphasizing cross-selling and upselling.
• Utilizing Digital Tools for Personalization: Adoption of digital tools that enable personalized customer interactions and streamline processes (e.g., Geo Targeting) is essential for modern marketing strategies.
• Leveraging AI and Technology: Incorporating AI and advanced technologies into marketing strategies can help understand consumer behavior, predict market trends, and personalize customer interactions, keeping companies competitive.
• Strategic Customer Engagement: During the COVID-19 pandemic, innovative virtual events and targeted engagement strategies proved effective in connecting with key decision-makers, highlighting the importance of adaptability in marketing tactics.

Elad Hefetz is the CEO at Airfleet. Elad loves everything tech and marketing. With more than 10 years researching technologies and innovation and 7 years in marketing, he leverages tech to support marketing, and uses marketing to explain the tech.

Airfleet focuses on creating and optimizing websites for tech B2B with a buyer journey that makes sense and generates revenue.
In this episode:
Elad discusses modern B2B marketing strategies, focusing on identifying customer personas, personalizing customer journeys, and utilizing technology to optimize marketing efforts.

He outlines various methods for identifying customer personas based on website interactions. Expensive techniques involve analyzing enriched data to determine who is visiting a site, while more cost-effective strategies use simpler methods such as tracking user interactions with specific pages related to their department. This allows marketers to target users based on their behavior and presumed departmental affiliation. The discussion further delves into the non-linear nature of the buyer's journey, challenging the traditional funnel model. Elad emphasizes the importance of understanding the customer's stage in the buying process, using analytics to track and target based on multiple visits and interactions, rather than a straightforward path.

The conversation also touches on the evolving nature of content delivery, with a strong stance against gating content behind forms. The speaker advocates for making information freely available on websites to educate and engage potential customers without barriers. This approach is aligned with the changing preferences of B2B buyers who increasingly seek to educate themselves before making purchasing decisions. The emphasis is on providing value through accessible, high-quality content rather than traditional lead capture methods.

Key business tips highlighted in the discussion include:

• Utilizing customer behavior data to personalize the marketing approach and optimize customer journeys.
• Emphasizing the importance of understanding and adapting to the non-linear buyer's journey.
• Advocating for open access to informational content to facilitate customer education and engagement.
• Leveraging technology to identify and target specific customer personas effectively.
• Moving away from outdated content delivery methods like PDFs and gated content to enhance customer experience and accessibility.

Bianca Blake and Prashant Mahajan are the co-founders of Klickrr.

Klickrr is a cloud-based communications platform that provides an easy-to-use, ‘done for you’ service, helping businesses send compliant text messages that cut through the clutter and connect with their customers. It is designed to help startups and mid-sized businesses enhance their revenue, make it predictable, and scale efficiently.

Bianca, who now holds the role of CEO, is a hugely experienced marketer with a rich professional background, including 15 years of global marketing experience in various sectors including pharmaceutical, consumer healthcare, and FMCG.

Prashant, who now acts as Klickrr’s CTO, designed and built the Klickrr platform from the ground up, serving over 100 businesses, government agencies, non-profits, and SMEs, sending millions of SMS messages since its inception.

In this episode:

• Bianca and Prashant share their professional and entrepreneurial journey as co-founders of Klickrr.
• They discuss the key role that SMS can still play in the successful marketing and communications strategy of businesses of all sizes.
• They offer tips on how a business can set themselves up for success in advance of launching their own SMS marketing channel.
• Both talk about the own challenges behind the brand development and marketing of the Kilckrr business itself and their plans for future growth as business leaders.

Marketing academic and serial entrepreneur, Terence Tam is the founder and CEO of Radical Marketing, a specialist marketing agency that helps top-tier coaches and professional expert speakers scale their businesses through webinar, seminar, and lead-gen marketing.

Before moving to the corporate side of marketing, Terence was a lecturer, tutor, and researcher at Griffith University in Australia, where he specialized in internet marketing.

Based in Borneo, Terence shares his experience as a marketer, marketing academic, and business owner. In this episode, he discusses:

1. The Radical Approach to Marketing: Terence Tam shared the innovative strategies Radical Marketing uses to help coaches and speakers scale their businesses, including the unique "blitzvertising" methodology for testing and refining marketing campaigns.
2. Navigating Industry Challenges: Insights on overcoming heightened competition and audience skepticism in the coaching and seminar marketing space, with an emphasis on clear differentiation and credibility.
3. Pivoting During COVID: How Radical Marketing successfully transitioned from seminar-focused strategies to webinars during the pandemic, highlighting adaptability and long-term growth.
4. Personal Branding & Niche Marketing: Terence stressed the importance of distinctive personal branding and targeting niche audiences for greater impact and resonance in a crowded market.
5. Future Plans & Scaling Challenges: The agency's aspirations to explore new industries like dental marketing while maintaining its customized approach to the coaching sector, and the ongoing challenge of reducing reliance on founder-driven strategies.

Katie Smith is the Founder and CEO of Wild Path Consulting and a Fractional CMO.

Katie is a dynamic force who masterfully blends adventure with marketing expertise, transforming stagnation and chaos into clear strategic success. She joined us to share her incredible career journey and unique insights that will inspire and challenge how you think about marketing and leadership.
Wild Path Consulting helps businesses that care about the future of our planet and its people to craft compelling strategies, build strong marketing teams, and remain flexible in how they position their products and services. With a focus on social impact marketing, Wild Path empowers companies to scale sustainably while making a positive difference.
In this episode:
Adventurous Beginnings: Learn how Katie’s diverse and adventurous career journey has influenced her ability to think creatively and tackle complex challenges, helping her become an expert at solving problems in innovative ways.
Strategic Alignment for Success: Katie emphasizes the importance of aligning teams, goals, and strategies to achieve clarity, focus, and meaningful outcomes. She shares practical advice on breaking through organizational silos to create more cohesive and effective marketing strategies.
Overcoming Stagnation and Embracing Change: Discover Katie’s approach to turning stagnation into momentum, using adaptability and bold decision-making to navigate through uncertainty and drive business growth.
The Role of a Fractional CMO: Katie explains how fractional CMOs can bring high-level expertise to businesses on a flexible basis, offering the strategic direction needed to scale effectively without the commitment of a full-time hire.
Finding Opportunity Amidst Chaos: Katie shares her philosophy on embracing chaos and uncertainty as opportunities for transformation, providing tips on how to reframe challenges into strategic advantages that lead to long-term success.