This week’s episode features Shannon Howard, Director of Customer & Content Marketing at Intellum, who talks extensively about customer education as a key part of a business strategy. She and Dustin focus on the importance of customer education in areas such as customer retention, product adoption, and increasing customer satisfaction. The discussion covers the common mistakes businesses make in their approach to customer education, tips on scaling customer education, the crucial role of internal advocacy, and the significance of feedback from multiple internal teams. The pair also share insights on the importance of measuring metrics for the efficacy of education content and the potential for customer education content to act as a brand amplifier. If you have any questions or thoughts, you can reach out to Shannon through LinkedIn. Also, check out Intellum's website to learn more about their work.

In this conversation, Dustin and Roger Martin, Co-Founder and CEO of ThriveMore Brands, discuss the importance of tonality in sales conversations and how it separates top-tier salespeople from the rest. They emphasize the need for salespeople to have genuine conversations and actively listen to their prospects. They also discuss the difference between manipulation and persuasion in sales and the importance of building trust with customers. Finally, they touch on Roger's transition from the corporate world to entrepreneurship and the realities of running a business. You can reach out to Roger via social media and his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out ThriveMore Brands' website to learn more about their work and Roger’s Podcast.

This week, Dustin chats with Lewis Rothkopf, Chief Revenue Officer at Pairzon, about the need for marketers to unite advertising with sales and revenue. He emphasizes the importance of using data to understand the impact of advertising on actual sales and highlights the challenges of tying advertising to in-store activities. Lewis explains how AI and predictive analytics can be used to gain insights into advertising effectiveness and improve personalization while maintaining privacy. They also discuss on the changing roles of CRO and CMO and the optimistic future of marketing and sales. You can reach out to Lewis via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Pairzon's website to learn more about their work.

This week, Dustin chats with Sam Shepler, CEO at Testimonial Hero, about the shift from traditional social proof to social proof 2.0 in the B2B buying process. The discussion highlights how shifts in buyer behavior have led to a change in how sellers adapt their marketing strategies. They shed light on the importance of trust and proof points throughout the buyer journey and the need for strategic depth in social proof. Finally, they share insights on the importance of making customer evidence a strategic initiative and discipline, and the benefits of a video-first strategy for creating impactful content. You can reach out to Sam via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Testimonial Hero's website to learn more about our work.

Simon Chuang, Director of Digital Marketing at Lacework, joins Dustin on this week's episode to share insights into LinkedIn ads, discussing the common mistakes people make when structuring and running them. He emphasizes that LinkedIn is ideal for B2B marketers not only for leads but also for content quality and audience reach. Simon highlights the benefits of thinking of one's company as a thought leader within the industry and presenting this image before introducing products or services to potential leads, and shares his approach on retargeting based on content consumption. You can reach out to Simon via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Lacework's website to learn more about their work.

Mason Cosby, Founder of Scrappy ABM, joins Dustin on this week's episode to go deep into the ABM world. They discuss how to be smart and scrappy when it comes to building your first ABM program. When you're just starting, spending a lot of money (that you probably don't have) on ABM tech is unnecessary. What most small businesses need to realize is that there are many easy activation plays you can get started with. From former prospects and customer players, to using a podcast as part of your ABM motion. Make sure you have a pen handy to jot down notes with this one. You can reach out to Mason via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Scrappy ABM's website and podcast to learn more about their work.

This week, Dustin chats with Kevin "KD" Dorsey, SVP of Sales and Partnerships at Bench Accounting, about using customer stories to help close more deals. They discuss how customer stories are a non-negotiable asset in your GTM strategy, how sales and marketing can work together to easily capture them, why every sales team needs videos for their top 10 objections, and how to enable sellers to actually use the content. If you have any questions or thoughts, you can reach out to Kevin through LinkedIn. Also, check Bench Accounting's website to learn more about their work.

Jonathan Mahan and Lawrence Wayne, Co-Founders of The Practice Lab, join Dustin on this week's episode to deep dive into deliberate practice and learning. They discuss how intentionally practicing your skills is invaluable in the sales world, why role play isn't always the right tool for the job, and how to build a high-performing culture that focuses on practice. You can reach out to them via their LinkedIn profiles (Jonathan & Lawrence) if you have any questions or insights on the topics discussed today. Also, check out The Practice Lab's website to learn more about their work.

This week, Dustin chats with Aaron Branson, Senior VP of Marketing at Netsurion & CEO at Revup Marketing, all about the upcoming budgeting season. They chat about what the ROI of measuring ROI is, attribution, how to effectively communicate your needs with the C suite, and the crucial importance of the marketing leader being involved, not just in the forecasting side but also in budgeting. If you have any questions or thoughts, you can reach out to Aaron through LinkedIn. Also, check out Netsurion’s & Revup Marketing’s websites to learn more about their work.

This week, Chip House, Chief Marketing Officer at Insightly, joins the podcast to talk about marketing strategies in the competitive CRM space. He discusses the challenges of going against giant competitors and the importance of staying scrappy and curious. Chip highlights the significance of identifying weaknesses in competitors, such as high costs and limited flexibility, and using that as a marketing advantage. He also discusses finding effective channels for marketing, why speed is crucial, and the importance of accelerating efforts once positive results are seen. You can reach out to Chip via his LinkedIn profile if you have any questions or insights on the topics discussed today. Also, check out Insightly's website to learn more about their work.