For centuries, members of the B’doul Bedouin tribe lived in the caves around the ancient city of Petra, Jordan. Then, in the 1980s, the government forced the tribe to move in the name of preserving the geological site for tourists. But if the residents are forced to leave, and if their heritage has been permanently changed, then what exactly is being preserved? Learn about your ad choices: dovetail.prx.org/ad-choices…
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26 episodes
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B2B Marketing Methods
1 Leveraging The Digital Experience and AI in B2B Marketing with Liz Andert 51:34
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Play Later Play Later Lists Like LikedIn this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, talks with Liz Andert, Director of Digital Customer Experience at HB Fuller. Liz shares her journey in marketing and gives her best tips for navigating the changing landscape of digital marketing. The conversation covers a wide range of topics including the interaction between sales and marketing functions, creating meaningful digital customer experiences, and the growing importance of LinkedIn in the B2B landscape. Liz also discusses a groundbreaking project using AI for multilingual website translation, which significantly reduced costs while improving global SEO. Tune in to learn actionable insights on how to effectively embrace digital transformation and leverage AI in B2B marketing. Topics Discussed: Navigating the relationship between sales and marketing Utilizing LinkedIn for company growth LinkedIn Ad practices for companies to consider The importance of understanding your customer’s digital experience Ways to leverage AI in B2B marketing To learn more about Liz Andert, connect with her on LinkedIn at: https://www.linkedin.com/in/liz-andert/ To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 The Importance of Connection in Manufacturing Success 30:35
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Play Later Play Later Lists Like LikedIn this episode of B2B Marketing Methods, host Terri Hoffman is joined by Beth Dickson, Regional Director of Western Colorado for Manufacturer’s Edge. Their discussion centers around Manufacturer's Edge's role as the designated Manufacturing Extension Partnership (MEP) for Colorado, providing insights into the support and services offered to manufacturers. Beth explains the process of conducting business health assessments to identify pain points and prioritize solutions, emphasizing the importance of operations, people, data, technology, and leadership. The episode also highlights common challenges such as workforce development, lean training, and marketing. Beth shares her strategies for building relationships with manufacturers, offering resources, and connecting them with experts to foster growth and success in the region. Topics Discussed: Role of Manufacturer’s Edge in supporting manufacturers. Common challenges faced by manufacturers in Colorado. Importance of business health assessments. Identifying and prioritizing pain points in manufacturing businesses. Impact of manufacturing on local economies and job creation. To learn more about Beth Dickson connect with her on LinkedIn at: https://www.linkedin.com/in/beth-dickson-11942987/ To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 Transparency, Trust, and Tech with Kyle Tate 37:20
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Play Later Play Later Lists Like LikedIn this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Kyle Tate, the President at Firethorne Technology Services. This interview provides invaluable insights on building a brand, sales strategies, and fostering client relationships. Whether you're in your first year or your twentieth, Kyle’s experience will resonate with anyone growing a business. From differentiating in a crowded market to the power of transparency and prioritizing the right clients, this episode is packed with actionable takeaways. Topics Discussed: The challenges and rewards of launching a business Sales strategies and finding the right customers The role of branding and marketing in a competitive space Transparency, trust, and long-term client relationships Lessons from being both an MSP provider and client To learn more about Kyle, connect with him on LinkedIn at: https://www.linkedin.com/in/kyle-tate-486620123/ To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 From CRM Strategy to Sales Success: A Conversation with Peter Pudner 37:59
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Play Later Play Later Lists Like LikedIn this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Peter Pudner, the Vice President of Sales at American Products and DustShield. The discussion covers topics such as sales strategies, the importance of CRM tools and AI in sales, trade show planning, content strategy, and the significance of a unified sales and marketing approach. Peter also emphasizes the 'Made in America' value proposition and the intricate manufacturing processes of his companies. Tune in to gain valuable insights into B2B sales and marketing tactics and to learn how to align your sales and marketing teams for success. Topics Discussed: Aligning sales and marketing for cohesive strategies. Effective use of CRM tools like Salesforce. Successful trade show planning and follow-up. Key qualities for high-performing sales teams. Importance of a clear value proposition. Benefits of a Made-in-America strategy. Using AI tools to improve sales efficiency. To learn more about Peter Pudner, connect with him on LinkedIn at: https://www.linkedin.com/in/pudner/ To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 Crafting Sustainable Growth with Pipeline Hygiene: A Conversation with Craig Baldwin 43:00
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Play Later Play Later Lists Like LikedIn this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Craig Baldwin, the Co-Founder and Partner at Upsourced. Terri and Craig discuss valuable tips and lessons learned to optimize your go-to-market strategy. Gain insights into pipeline management, prospecting, deal generation, and learn about the crucial importance of pipeline hygiene. Discover how Craig's diverse background in various industries has shaped his approach to driving revenue growth. Topics Discussed: Importance of pipeline management and hygiene. Transitioning from accounting to sales/marketing. Systematic approach for lead generation and closing. Setting long-term goals and working backward. Maintaining accurate CRM data for decisions. Creating scalable, repeatable B2B sales processes. Emphasizing accountability in sales management. To learn more about Craig Baldwin, connect with him on LinkedIn at: https://www.linkedin.com/in/craig-baldwin-aab37821/ To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 Building Trust and Closing Deals: The Science of Sales Success with Kerry Curran 39:08
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Play Later Play Later Lists Like LikedIn this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Kerry Curran, the Founder and Chief Growth Officer at Revenue Based Marketing Advisors. They discuss essential topics such as marketing-led growth, demand generation, and strategies to improve sales cycles and close rates. They delve into the importance of brand awareness, the integration of marketing and sales, and the use of CRM tools to enhance efficiency. This episode is packed with valuable tips for businesses looking to drive revenue growth and effectively align their marketing and sales efforts. Topics Discussed: Marketing-Led Growth and Demand Generation Shortening Sales Cycles and Improving Close Rates Aligning Sales and Marketing for Better Results Building Brand Awareness and Trust Effective Use of CRM Tools and Automation Customized Go-To-Market Strategies Relationship Building as Key to Sales Success To learn more about Kerry Curran, connect with her on LinkedIn at: https://www.linkedin.com/in/kerryspellmancurran/ To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 LinkedIn as a Brand-Building Powerhouse with Rachel Kennedy 40:29
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Play Later Play Later Lists Like LikedIn this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Rachel Kennedy, the founder of Southern Lighthouse. They discuss the power of LinkedIn in building personal and company brands, especially for B2B businesses. Rachel shares her journey from a career recruiter to an employer branding expert, and offers insights into creating a compelling LinkedIn presence. Key topics include the importance of consistency, strategic content creation, and overcoming common LinkedIn challenges. Rachel also introduces her upcoming LinkedIn Brand Accelerator program, designed to help business leaders maximize their LinkedIn potential. Tune in for actionable tips to enhance your LinkedIn strategy and drive business growth Topics Discussed: LinkedIn’s role in building personal and company brands Employer branding to attract and retain top talent Unifying HR and marketing for seamless recruitment and brand messaging Building a LinkedIn strategy with consistent, sustainable content Addressing LinkedIn challenges (time, authenticity, confidence) Using LinkedIn polls for lead generation and business insights Optimizing LinkedIn profiles for visibility and networking To learn more about Rachel Kennedy, connect with her on LinkedIn at: https://www.linkedin.com/in/rachelkingkennedy/ To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 Aligning Sales and Marketing: Strategies and Execution with Trish Balmos 45:40
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Play Later Play Later Lists Like LikedIn this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Trish Balmos the President & Founder of Vine Sales Consulting. This episode covers the importance of cohesive brand stories, value propositions, and proper budget allocation. Listeners will learn about the significance of CRM tools, diagnosing brand and audience issues, and overcoming internal misalignments. Terri and Trish also discuss insights on fostering team cohesiveness, conducting brand audits, and crafting engaging messages. This episode also highlights practical advice for involving sales and marketing early in business planning, the importance of trust and soft skills in team dynamics, and how strategic planning impacts a company's success. Tune in for a comprehensive guide to achieving seamless communication and cooperation between sales and marketing teams. Topics Discussed: Sales and marketing alignment CRM tools and accountability Brand positioning and messaging Cost of misaligned teams Hiring the right sales and leadership roles Leadership’s role in fostering trust and communication Overcoming misconceptions about sales To learn more about Trish, connect with her on LinkedIn at: https://www.linkedin.com/in/trishbalmos/ To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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1 Growth, Strategy, and Innovation in B2B Marketing with Heidi Hattendorf 48:36
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Play Later Play Later Lists Like LikedIn this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Heidi Hattendorf, the founder of Transformation Insights to explore the evolving landscape of B2B marketing. Personal insights and career reflections from Heidi provide valuable takeaways for professionals looking to achieve sustainable growth and success in a rapidly evolving market. Key topics include the integration of marketing, sales, and customer success roles, the importance of data accuracy, strategies for effective workflow setups, and ROI-focused marketing investments. The experts delve deeply into brand positioning, messaging strategies, budget allocation, and strategic planning for various B2B industries. Terri and Heidi discuss the importance of staying current with market trends, maintaining customer contact, and adopting data-driven go-to-market strategies. The necessity of balancing technological proficiency with business acumen for organizational success is also highlighted. Topics Discussed: transformative role of AI and automation Integration of marketing and sales Importance of brand positioning and messaging Making data-driven marketing decisions To learn more about Heidi, connect with her on LinkedIn at: https://www.linkedin.com/in/heidihattendorf/ To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 Mastering B2B Marketing: Strategies, Budgeting, and Collaboration with Tiffany McArthur and Aaron Eaves 39:25
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Play Later Play Later Lists Like LikedIn this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, speaks with Marketing Refresh’s own Tiffany McArthur, the VP of Account Strategy and Aaron Eaves, the VP of Digital Marketing. They explore key B2B marketing strategies amid budgeting season. The discussion focuses on formulating effective marketing budgets, understanding company goals, competitor analysis, and leveraging digital strategies like SEO, Google Ads, and LinkedIn Ads. The episode emphasizes the importance of integrating marketing and sales efforts through robust data tracking, using CRM tools like Salesforce and HubSpot, and exploring automation and AI capabilities. Terri, Tiffany, and Aaron also highlight foundational steps like maintaining a functional website and crafting a coherent messaging strategy tailored to the buyer's journey. The episode aims to provide insights for business leaders looking to optimize their marketing strategies for revenue growth. Topics Discussed: Formulating effective marketing budgets and goals Digital strategies within SEO, Google Ads, and LinkedIn Ads The importance of a functioning website B2B solutions via automation and AI capabilities To learn more about Tiffany McArthur, connect with her on LinkedIn at: https://www.linkedin.com/in/tiffanymcarthur/ To learn more about Aaron Eaves, connect with him on LinkedIn at: https://www.linkedin.com/in/aaroneaves/ To learn more about Terri Hoffman, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/ To connect with Marketing Refresh, visit: MarketingRefresh.com or follow us on LinkedIn https://www.linkedin.com/company/marketing-refresh/…
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B2B Marketing Methods
1 Navigating B2B Marketing with Energy and Strategy with Sherron Washington 59:11
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Play Later Play Later Lists Like LikedIn this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, meets with Sherron Washington, a Professor, Chief Executive Officer, and Non-Profit Founder. Whether you're a seasoned marketer or new to the field, this episode provides valuable tips, strategies, and real-world examples to enhance your B2B marketing efforts. They discuss demystifying digital marketing for B2B companies. Sherron shares her insights from her extensive marketing journey and how she combines academic knowledge with practical experience. Topics discussed include the importance of treating B2B clients like B2C, the split roles of marketing and sales, budgeting for marketing, leveraging social media, and the significance of building and nurturing relationships. Sherron also talks about her nonprofit, Discovering Butterflies, which mentors young women to find their paths and achieve their goals. Topics Discussed: treating B2B clients like B2C split roles of marketing and sales budgeting for marketing social media building and nurturing relationships To learn more about Sherron, connect with her on LinkedIn at https://www.linkedin.com/in/ceop3/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 Navigating Marketing in a Global Brand: Marcom Insights With Hunter Holtshopple 48:56
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Play Later Play Later Lists Like LikedIn this episode of B2B Marketing Methods, host Terri Hoffman, CEO of Marketing Refresh, interviews Hunter Holtshopple, the Marcom Manager for the Evaluation Business Line at SLB. They discuss his varied career path from a mechanical engineer to a marketing and communications leader, as well as the strategies SLB employs for effective B2B marketing. Topics include the evolution of SLB’s brand, the importance of combining technical expertise with traditional marketing skills, leveraging AI, and the value of trial and error in marketing. Hunter also shares insights about his podcast 'Beyond the Reservoir', and how SLB’s marketing efforts are adaptable to meet both technical and customer needs. Topics Discussed: Hunter's Career Journey and Role at SLB The Importance of Technical and Marketing Synergy Learning and Adapting in Marketing The Birth and Impact of the Podcast Engaging at Trade Shows and Conferences Leveraging AI in Marketing Accountability and Communication in Marcom To learn more about Hunter Holtshopple, connect with him on LinkedIn at: https://www.linkedin.com/in/hunter-holtshopple/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 Revolutionizing Ecological and Energy Solutions: A Conversation with Keith Pivonski 55:50
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Play Later Play Later Lists Like LikedIn this episode of B2B Marketing Methods, Terri Hoffman embarks on a fascinating journey with Keith Pivonski, a visionary in ecological engineering and green energy. Terri and Keith dive into Keith’s early career experiences and the inspiration behind his work, elaborating on overcoming financial and technical challenges, and highlighting the diverse applications of their groundbreaking solutions. You’ll learn about Keith’s humble beginnings, how he learned from his parents’ careers, and how this knowledge transformed into a pivotal role at Underwood and Associates, focusing on stormwater management and environmental restoration. Keith also discusses the story of his innovation-driven venture, Energy Finders, which combines the principles of sustainable energy with ecological techniques. This episode is a testament to the intersection of science, engineering, and community impact, offering deep insights into navigating startup challenges and advancing towards a green future. To learn more about Keith, connect with him on LinkedIn at: https://www.linkedin.com/in/keith-pivonski-b8190699/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 Unlocking B2B Marketing Insights with DataBox Benchmarks with Fedor Simic 42:14
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Play Later Play Later Lists Like LikedIn this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Fedor Simic, the partnership manager at Databox. They discuss the challenges and benefits of digital marketing, focusing on the importance of analyzing marketing metrics. Fedor explains Databox's innovative Benchmark Groups tool, which allows companies to compare their performance against industry benchmarks. They also delve into Fedor's personal background, sharing his journey from working in customer support to becoming a partnership manager. The episode provides valuable insights into how businesses can leverage data to improve their marketing strategies and achieve better performance. Topics Discussed: Who is Databox Using marketing metrics The value of analyzing your marketing program metrics What are Benchmark Groups To learn more about Fedor, connect with him on LinkedIn at: https://www.linkedin.com/in/fedor-simic/ To connect with Marketing Refresh, visit: MarketingRefresh.com…
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B2B Marketing Methods
1 Strategies for Sustained Success in Marketing with Nikkie Freeman 57:55
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Play Later Play Later Lists Like LikedTerri Hoffman welcomes Nikkie Freeman, Fractional CMO and Founder of Flywheel CMO. Nikkie shares her expert insights on her varied career paths within marketing, discussing the dynamic nature and suitability for project-oriented, adaptable individuals. They talk about the first steps a manufacturing business should take to justify marketing investments, where Nikkie stresses the importance of consulting with an experienced professional familiar with the industry. They also discuss the critical role of foundational web presence and content in B2B marketing, highlighting the evolving buyer behaviors that necessitate online resources to generate inbound leads effectively. Terri and Nikkie also discuss advanced strategies for aligning sales and marketing teams, the significance of understanding key performance indicators, and the benefits of working with a fractional CMO to drive business growth. They also share some of their favorite tools like HubSpot for fostering efficient marketing operations. To connect with Nikkie, visit: https://flywheelcmo.com/ To learn more about Marketing Refresh, visit: https://MarketingRefresh.com Key Topics Discussed: Diverse career paths within marketing Initial steps for manufacturing businesses in marketing investment Importance of consulting experienced marketing professionals The foundational role of online presence and content in B2B The dynamic nature of buyer behavior and marketing metrics The symbiotic relationship between sales and marketing teams Insights on fractional CMOs and their strategic advantages Advanced tools and platforms for efficient marketing operations…
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