Stacking Growth | The B2B Marketing Podcast

On last week's Stacking Growth Live, we covered a timely topic - how to shift your marketing strategy to match what's happening in the market. It's clear we are headed into a recession. Budgets are being slashed and therefore, there isn't as much demand to capture. In last week's event, we talked through manufacturing demand, customer insights and marketing's role in the shift, and budget & team management in a downturn. 

Tory Kindlick (VP of Demand Gen) hosted a solo episode today where he broke down the 5 most common traits he's observed in the B2B SaaS companies that are most successful with creating demand. 

Carl Ferreira and Cassidy Shield recorded a Friday afternoon conversation about the lack of innovation in outbound sales compared to that of marketing. They talk through why that is, how to bridge the gap, providing value and data as part of your outbound motion, and the four key components to outbound sales. By the end of the episode, you should have a handful of ideas for experimenting with innovation in your outbound motion. Stay tuned for a part 2 with results of Carl's outbound demand creation experiment. 

Today's episode consists of a recording from last week's Stacking Growth LIVE event, where Cassidy Shield, Tory Kindlick and Darren Perucci talked through whether or not brand and demand should be on the same team. They talked through definitions, org structure, roles and responsibilities, the nuances between brand marketing and demand marketing, and the similarities between the two.

Today's episode consists of a recorded conversation between Sam Kuehnle (VP of Demand Gen) and Tom Hunt (Founder at Fame) where Sam talks through how B2B buying has changed and how marketing orgs should be shifting their go-to-market strategies accordingly.

Today's episode features a casual conversation between Carl Ferreira and Cassidy Shield about the state of outbound sales today.

Nick Bennett (Director of Evangelism and Customer Marketing @ Alyce) and Arthur Castillo (Senior Manager, Field Marketing & Community @ Chili Piper) joined Stacking Growth LIVE last week as guests to discuss how to leverage content and community in both B2B SaaS and their personal brands.  *Snippets of this episode are spotty due to poor internet connection*

Cassidy Shield (CGO), Victoria Sakal (The Vault), Daniel Pinkston (Performance Marketing Manager) and Myles Madden (Performance Marketing Manager) hosted today's Stacking Growth episode to talk about measuring brand and demand creation. They cover leading and lagging indicators, adopting a long-term mindset, how and where to create demand, and which qualitative and quantitative metrics you should be tracking.

Whether you know it or not, most of the decisions you make throughout your day (especially purchasing decisions) are driven by cognitive biases. Everyone views the world, brands and products differently based on their experiences and unique worldview. So what does that mean for you as a marketer? Tory Kindlick (VP of Demand) and Braeden Matson-Jones (Performance Marketing Manager) dive into cognitive biases in today's episode of Stacking Growth. They talk about communities and other non-attributable touchpoints, as these are great examples of social influence and cognitive biases that influence purchasing decisions. Tory and Braeden also touch on negative social influence and how that can adversely affect your marketing efforts. 

Tory Kindlick (VP of Demand Gen) and Tylor Jones (Director of Demand Gen) hosted this Stacking Growth episode on the topic of: how to overcome the internal obstacles that come with switching from a solely demand capture model to a demand creation model. Tylor carried out this change in phases at his previous organization and brings his experience to the table for this episode.