B2B buying has changed and sales approaches need to catch up! Listen to key conversations with sales leaders and get actionable insights you can use everyday to improve your skills.
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Interviewing marketing leaders to keep you in the loop on what works - and what doesn’t - in the modern B2B landscape.
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1
From Salesforce to Scaleup: Maura Rivera’s leadership transition to CMO at Qualified
38:53
38:53
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Cognism’s CMO Alice de Courcy speaks to Maura Rivera, former Marketing Manager at Salesforce, current CMO at Qualified about how this career path shaped how she leads her marketing team.By Cognism
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1
First 160 days in seat as VP of Paid Acquisition at Cognism with Liam Collins
27:20
27:20
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27:20
Cognism’s DG Content Manager, Amy Collins speaks to Liam Collins who has been at Cognism for five months as the newly appointed VP of Paid Acquisition on how he has evolved paid strategy and team set up in his first 160 days.By Cognism
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1
Creating Enterprise Demand with 1:one Account-Based Marketing with Demand Gen Lead, Tim Hughes and VP of Paid Acquisition, Liam Collins
26:07
26:07
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26:07
Cognism's Demand Gen Lead, Tim Hughes speaks to VP of Paid Acquisition, Liam Collins about how we have built our own ABM playbook at Cognism - specifically selecting and targeting our 1:one accounts to drive demand.By Cognism
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1
AI, SDRs and the future of outbound (Mark Walker, Co-Founder @ RevvedUp.ai)
45:05
45:05
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45:05
In this episode, Mark and Shabri breakdown the impact new technologies are having on the SDR org, they discuss: The role of content in sales and why Mark created RevvedUp The issues with personalisation at scale The growing complexity of tech stacks How AI will impact different SDRs depending on deal size…
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1
B2B marketing doesn’t need to be boring! How we run big rock campaigns at Cognism with Senior Demand Gen Manager, Jamie Skeels and Demand Gen Content Manager, Amy Collins
49:44
49:44
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Cognism’s Senior Demand Gen Manager, Jamie Skeels speaks to Demand Gen Content Manager, Amy Collins all about Cognism’s approach to what they term ‘big rock’ campaigns.By Cognism
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1
How to ACTUALLY use AI in marketing to drive demand with Kyle Coleman, CMO at Copy.ai
36:08
36:08
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36:08
Cognism’s CMO Alice de Courcy speaks to Kyle Coleman, CMO at Copy.ai about how marketers can effectively use AI to stay relevant and ultimately drive demand.By Cognism
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1
Marketing to SMBs versus Enterprises using demand generation strategies with Demand Gen Team Leads, Tim Hughes and Joe Mclaughlin
32:18
32:18
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32:18
Cognism and Kaspr Demand Gen Team Leads, Tim Hughes and Joe Mclaughlin get together to discuss the two very different approaches they have to take. Kaspr targeting SMBs and Cognism moving up market to target enterprises. How does this impact how they apply demand generation principles?By Cognism
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1
Adapting LinkedIn strategies to feed into create demand motions, with Brandon Redlinger VP of Marketing at Chili Piper
41:14
41:14
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41:14
Cognism’s CMO Alice de Courcy, speaks to VP of Marketing at Chili Piper, Brandon Redlinger about how to create and implement a stand out LinkedIn strategy that helps to feed demand creation motions.By Cognism
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1
Managing SEO in a demand gen org with Cognism & Kaspr Manager for SEO, Daisy Shevlin and SEO Content Manager, Monika Kisielewska
44:07
44:07
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44:07
Cognism & Kaspr Manager for SEO, Daisy Shevlin speaks to SEO Content Manager, Monika Kisielewska about how we have evolved our content strategy over the years and how we have started to weave demand gen and SEO together.By Cognism
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1
EU expansion marketing strategy: Beyond translating websites with Nicole Peters, Cognism’s Head of Marketing in DACH
37:32
37:32
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37:32
Cognism's Global Head of Demand Den, Fran Langham speaks to Head of Marketing in DACH, Nicole Peters about Cognism's approach to expansion. Many companies draw the line at translating copy and campaigns - but Fran and Nicole explain how they've taken this a step further. Implementing demand gen principles in new regions.…
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1
Inside the Minds of Revenue-Focused CMOs: With Alice de Courcy and MJ Smith
41:02
41:02
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41:02
Cognism’s CMO Alice de Courcy, speaks to CMO at CoLab, MJ Peters about the activities she's run at CoLab that have had the biggest impact. From tightening entry criteria, to optimising product overview pages.By Cognism
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1
How much has outbound actually changed? (Sean Hayes VP of global business development @ Aircall))
39:33
39:33
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39:33
In this episode, Sean and Shabri break down how much outbound has actually changed in recent years. Sean runs through his career up to date and how Aircall have scaled their SDR org to suit the needs of buyers today. 00:00:00] Introduction and Sean’s Background Shabri welcomes Sean and introduces the topic. Sean shares his background, his role as V…
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1
Fix Your Funnel with Cognism’s VP of Marketing, Liam Bartholomew and Marketing Operations Manager, Simon Heckhuis
37:29
37:29
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37:29
If your team is struggling with lead quality, routing, funnel analysis, automation, grading models, lead qualification or just alignment between marketing and ops… then this is the episode for you. Liam and Simon explore the various optimisations and fixes they've made over the years to Cognism's funnel that has resulted in 70% year on year growth.…
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1
Effective account based marketing with Bill Macaitis
44:40
44:40
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44:40
Cognism's Global Head of Demand Gen, Fran Langham speaks to marketing unicorn, Bill Macaitis on how he ran ABM at enterprises such as Slack, Salesforce and Zendesk.By Cognism
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1
How B2B buyers purchase software with Palmer Houchins, VP and Head of Marketing at G2
39:11
39:11
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39:11
Cognism’s VP of Marketing, Liam Bartholomew speaks to Palmer Houchins, VP and Head of Marketing at G2 about how important reviews and brand reputation are in the buyer process.By Cognism
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1
Nailing SEO strategy with Lashay Lewis, Content Strategy Advisor and Founder of Authority Plug
49:53
49:53
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49:53
Cognism’s SEO Content Manager, Monika Kisielewska speaks to Lashay Lewis, Content Strategy Advisor and Founder of Authority Plug. They discuss how SEO marketers can utilise AI, how aggressively you can sell on landing pages and much more.By Cognism
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1
Searching for a new role in sales (Ellie Twigger)
35:58
35:58
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35:58
In this episode, Shabri and Ellie take a look at what the current job market is like in sales, giving advice for both candidates and hiring managers. Ellie also shares her top advice on personal branding from the work she is doing advising sales teams. 01:00 - Ellie T intro 2:00 - How Ellie got into the consulting piece 3:00 - what she focuses on w…
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1
Cognism’s paid ads philosophy with Demand Gen Team Lead, Tim Hughes and Senior Demand Gen Manager, Jamie Skeels
35:35
35:35
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35:35
Ever wanted to know how Cognism runs their paid ads? We are going to reveal all! Cognism’s Senior Demand Gen Manager Jamie Skeels chats to Demand Gen Team Lead, Tim Hughes about our ad philosophy, where we've seen success and much more.By Cognism
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1
Prioritising a customer-led approach with Georgiana Laudi, Co-founder and author of Forget the Funnel
41:22
41:22
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Cognism's CMO, Alice de Courcy makes her return to The Loop podcast after her maternity leave to speak to Georgiana Laudi, Co-founder and author of Forget the Funnel. They discuss Gia's customer-led approach and revisit the funnel concept to find out if it's still relevant to marketers today.By Cognism
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1
Data centric, integrated campaigns with James de Feu, Sr. Director, Demand Generation & Lifecycle at Zapier
47:59
47:59
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Cognism’s Global Head of Demand Gen, Fran Langham speaks to James de Feu, Sr. Director, Demand Generation & Lifecycle at Zapier. They discuss the importance of learning over any other marketing outcome, how to run data centric campaigns and much more.By Cognism
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1
Running marketing experiments with Casey Hill, Senior Growth Manager at ActiveCampaign
56:04
56:04
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56:04
Cognism's Global Head of Demand Gen, Fran Langam, speaks to Casey Hill, Senior Growth Manager at ActiveCampaign about the long list of experiments he has run. From podcasting to social amplification - we dive into it all!By Cognism
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1
What to do as a new Head of Marketing with Mary Keough Director of Product and Content Marketing at CoLab Software
45:41
45:41
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45:41
Cognism’s VP of Marketing, Liam Bartholomew speaks to Mary Keough Director of Product and Content Marketing at CoLab Software. One of Mary's viral LinkedIn posts covered what she was going to do as a new marketing leader. But how did this plan go, what would she do now - and what can new marketing leaders learn from her experiences? Listen to find …
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1
Challenging the meaning of brand campaigns with John James, Founder of Hybrency
43:08
43:08
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43:08
Cognism’s Senior DG Manager, Jamie Skeels speaks to John James, Founder of Hybrency about his view on brand marketing - and how lots of people are thinking about it wrong!By Cognism
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1
SDR manager deep dive (Nia Woodhouse @ MySalesCoach)
31:35
31:35
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In this epsiode, Shabri and Nia break down Nia's experience as an SDR manager, the importance of coaching and what she's doing as a result of the most recent SDR survey MySalesCoach have published. Show notes: Nia's career journey to SDR manager: [00:00:00 - 00:03:00] The transition from SDR to team lead, discussing the importance of having done th…
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1
Brand strategy, budget allocation, and channel prioritisation with Pavel Teslenko Global Brand IMC Lead at Miro // ex-Nike
41:29
41:29
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41:29
Global Head of Demand Gen at Cognism, Fran Langham chats to Pavel Teslenko Global Brand IMC Lead at Miro about the intricacies of brand marketing, what we can learn from B2C companies and much more. Listen now!By Cognism
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Recently Shabri Lakhani has been a juudge for the Wiser awards for top performing reps. In this weeks Friday Sales memo we break down what is standing out most.By Kaspr
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1
Building demand through founder brand, podcasts and content with Mikkel Plæhn, Head of Demand at Growblocks
36:52
36:52
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36:52
Cognism’s Global Head of Demand Gen, Fran Langham speaks to Mikkel Plæhn, Head of Demand at Growblocks. What do you market when you don't have a product? Well... the founder, of course! This episode dives into the unique approach Mikkel and Growblocks founder have taken to building an audience.By Cognism
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1
How to build B2B landing pages (that don’t suck) with Tas Bober, Founder of Delphinium Solutions
46:26
46:26
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46:26
Cognism’s Demand Gen Manager, Jamie Skeels talks to Tas Bober, Founder of Delphinium Solutions about the ins and outs of creating landing page experiences that actually get results!By Cognism
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1
SDRs: 10 ways to book more meetings this year
35:23
35:23
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35:23
In this webinar, Shabri gave 10 ways SDRs can book more meetings this year. Going into mindset changes, along with more tactical ideas to book more meetings.By Kaspr
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In the final episode of our eBook mini series, Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are talking measurements. If you're utilising eBooks under a new strategy with revised philosophy, how do you go about measuring success?By Cognism
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1
How to effectively deploy an ABM strategy for enterprise targets with Corrina Owens ex Gong enterprise ABM Manager
40:19
40:19
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40:19
Cognism’s Global Head of Demand Gen, Fran Langham interviews Corrina Owens, ex Gong enterprise ABM Manager and Chief Evangelist of Purple Cork. They cover when to use ABM, what tools are Corrina's favourite and much more.By Cognism
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1
Bonus episode: nurture sequences post eBook content download
8:23
8:23
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Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are back to chat eBooks for the penultimate episode in this mini series. In this episode, they're talking all things nurtures.By Cognism
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1
Building a successful SDR team in 2024 (Elaine Tyler @ Venatrix)
26:55
26:55
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26:55
In the pod, Shabri and Elaine break down how to build out a successful SDR team in 2024 SDR role. Key areas include: hiring strategies, the importance of adaptability and potential in candidates, offering insights into future trends and effective team building.By Kaspr
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1
How to effectively craft messaging for targeting different sizes of organisations with Anthony Pierri, Co-founder of Fletch
48:33
48:33
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48:33
Cognism’s Head of Product Marketing, Verche Karafiloska interviews Anthony Pierri, product marketing whizz and Co-founder of Fletch. They cover common mistakes to avoid, how often to be doing messaging work and how to go about messaging for different sized orgs!By Cognism
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1
Why are SDRs leaving? (Friday Sales Memo, Mark Ackers)
8:49
8:49
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8:49
Almost half of the SDRs surveyed didn’t think they would be with their current employer in 12 months’ time. What's causing this and how can orgs fix this? Taken from the full podcast with Mark, listen to Shabri and Mark breakdown this finding.By Kaspr
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1
Bonus episode: Taking eBook content distribution to the next level
10:16
10:16
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10:16
Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew get together for a third episode in this mini series all about eBooks and long form content. In this episode, they discuss the best ways to distribute this content.By Cognism
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1
Effectively measuring marketing activity with Ben Dutter, Chief Strategy Officer with Power Digital Marketing
47:18
47:18
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47:18
Cognism’s VP of Marketing, Liam Bartholomew chats to Ben Dutter, Chief Strategy Officer at Power Digital Marketing about one simple thing you can to do improve LTV, how to avoid the biggest mistakes Ben observes from agency life and much, much more.By Cognism
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1
Bonus episode: Creating top tier content for eBooks and other long form assets
12:07
12:07
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12:07
Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew are back to chat eBooks. This time, discussing why prioritising high quality content is the only way forwards when producing long form assets.By Cognism
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1
Strategic marketing for social impact with Amy Woodward, Director of Marketing at Benevity
36:50
36:50
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36:50
Cognism's Global Head of Paid, Canberk Beker speaks to Benevity's Director of Marketing, Amy Woodward about how to market a social impact product to a B2B market.By Cognism
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1
Let's talk about cold call anxiety (Friday Sales memo, Mark Ackers)
8:11
8:11
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8:11
Taken from the full episode with Mark Ackers, this breaks down why cold calling anxiety occurs and how you can address it through training and coaching.By Kaspr
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1
Bonus episode: eBook and long form content philosophy and mindset
11:37
11:37
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11:37
Cognism's Global Head of Demand Gen, Fran Langham and VP of Marketing, Liam Bartholomew get together to discuss their changed philosophy and mindset on producing eBooks and other long form content.By Cognism
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1
How to successfully lead a business up market while increasing revenue with Bill Macaitis, ex Slack, Salesforce and Zendesk
39:18
39:18
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39:18
Cognism's VP of Marketing, Liam Bartholomew speaks to marketing whizz, Bill Macaitis about his experiences taking Zendesk to a $1.7B IPO, how to take a business up market successfully and how to test your ABM strategy is working.By Cognism
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1
What SDRs are really thinking (Mark Ackers @ MySalesCoach)
51:12
51:12
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28% of reps never get coached. That's just one of the shocking results that came out of the MySalesCoach SDR survey. In this epsiode, Mark and Shabri break down the results and make recommendations to managers on SDRs on next steps. Timestamps: Introduction and Background of Mark Ackers: [00:00:00 - 00:03:00] Initial greetings and introduction of M…
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1
How to create and distribute memorable marketing media with Kyle Denhoff, Director of Marketing (Media) at Hubspot
45:44
45:44
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45:44
Liam Bartholomew, Cognism’s VP of Marketing interviews Hubspot’s Director of Marketing (Media), Kyle Denhoff. They discuss what makes marketing media memorable, how to associate yourself with category entry points and effective strategies for staying front of mind.By Cognism
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1
Friday sales memo: How to get started on your personal brand + influence sales
2:30
2:30
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This is taken from my recent conversation with Tom Boston,Brand Awareness Manager @ Salesloft and Top Social Selling Voice on LinkedIn.We went into detail on how he built his personal brand and what sellers can do to build theirs.By Kaspr
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1
Scaling ABM with Isaac Ware, Director of Demand Generation at UserGems
39:47
39:47
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39:47
Cognism's Global Head of Paid chats to Director of Demand Generation at UserGems about the secrets of running ABM plays at scale, creating a media engine and much more.By Cognism
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1
Social selling deep dive (Tom Boston @ Salesloft)
30:03
30:03
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30:03
How often have you been told you need to build a personal brand? That’s because it works, and it’s only getting more important.But the hardest part is getting started: What do you even talk about It feels really cringey I don’t have the time Everyone you see posting now has experienced these before.So how can you overcome this?In this episode, Shab…
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1
Prioritising forward thinking marketing and risk taking with Steve Armenti, Demand Gen Lead at Google
50:19
50:19
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50:19
Cognism's Global Head of Demand Gen, Fran Langham speaks to Demand Gen Lead at Google, Steve Armenti about what demand gen means in the context of Google, how to get gifting campaigns within ABM right and lots more!By Cognism
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1
The ultimate brand experiment with Edward Ford, Demand Gen Director at Supermetrics
48:46
48:46
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48:46
Cognism's Global Head of Paid, Canberk Beker interviews Edward Ford, Demand Gen Director at Supermetrics about measuring brand impact, running brand tests and using data to make the right marketing decisions.By Cognism
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1
Friday sales memo: Breaking down great outreach W/ Richard Smith
2:50
2:50
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2:50
Every podcast, I ask a guest what is the best piece of outreach they have received recently. It has to be something that has stood out and actually led to a result. Let’s break down what stands out for Richard Smith, Author of ‘Problem Prospecting!?’ and VP of Sales EMEA @ Allego.By Kaspr
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