B2B Marketing Methods

In this episode of B2B Marketing Methods, Terri Hoffman sits down with SpeakerBox Media Co-Founder and CEO Sarah Smith for a strategic conversation about how podcasting fits into modern B2B marketing strategy. Together, they unpack why podcasting is no longer just an audio channel but a multimedia growth engine that supports SEO, AI search visibility, sales enablement, and long-term brand authority. Sarah shares her journey of building a B2B podcast agency from the ground up and explains why success in B2B isn’t about reaching millions—it’s about reaching the right decision-makers. You’ll also hear candid insights about attribution challenges, the rise of AI-powered search tools like ChatGPT and Gemini, and why building owned media platforms is becoming essential for brands that want sustainable growth. This episode is a practical guide for B2B leaders who want to increase discoverability, align marketing with revenue, and build authority that compounds over time.To learn more about Sarah Smith , connect with her on LinkedIn at: https://www.linkedin.com/in/speakerboxsarahOr, email her at:[email protected] To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.comWhat You’ll Learn in This Episode:Why podcasting is evolving into a core B2B marketing strategyHow podcasts improve SEO performance and AI search visibilityWhy B2B brands don’t need millions of listeners to drive revenueHow podcasting supports long sales cycles and multiple decision-makersThe difference between brand awareness and true sales enablementWhy attribution in B2B marketing is rarely straightforwardWhat “dark social” means and why it mattersHow internal podcasts can strengthen company culture and recruitingWhy multimedia content increases discoverability across Google and YouTubeThe importance of building owned media platforms in a decentralized digital landscapeChapter Summary (Timestamps)00:00 – Welcome to B2B Marketing Methods00:28 – Meet Sarah Smith of SpeakerBox Media08:30 – From DIY to Premium: Finding the Right Podcasting Model16:00 – Common Objections to Podcasting (and How to Overcome Them)24:30 – Podcasting as Sales Enablement & Business Development33:30 – Measuring Podcast ROI, Brand Awareness & ‘Dark Social’42:00 – Podcasting, SEO, LLMs & Building Owned Media Platforms50:00 – Closing Thoughts & Where to Connect

In this episode of B2B Marketing Methods, Terri Hoffman sits down with One Foot Over co-founders Stephen Brent May and Hami Vo Arrington for a transparent, highly relatable conversation about what B2B companies often get wrong about marketing strategy—and how to fix it. Together, they unpack the meaning behind their mantra “Clarity Before Tactics” and explore why defining goals, aligning with sales, and understanding your buyers must come before launching campaigns. You’ll also hear candid stories about client expectations, marketing trauma, Houston’s business landscape, and what happens when organizations skip discovery and jump straight into execution. This episode is a practical guide for any leader who wants to make smarter, more intentional B2B marketing decisions.

In this episode of B2B Marketing Methods, Marketing Refresh CEO Terri Hoffman sits down with Libby Olson, Partner and COO at Growl Agency, to demystify the power of CRMs, data strategy, and AI-driven personalization in modern B2B marketing.Libby shares her journey from corporate marketing to leading tech-integrated growth strategies, unpacking how companies can streamline sales, marketing, and operations with smarter systems. Together, Terri and Libby explore how aligning people, process, and technology creates the foundation for sustainable revenue growth — and how HubSpot’s evolving AI capabilities are changing the CRM game for good.If you’ve ever wondered how to connect your tech stack, clean your data, or get your sales team to actually use your CRM, this conversation is a must-listen.What You’ll Learn in This Episode:Why CRM adoption fails — and how to fix itThe “data therapist” approach to uncovering systemic sales and marketing issuesBuilding alignment between marketing, sales, and operationsHow clean data enables accurate AI training and automationWhat HubSpot’s AI-powered agents and workflows can really doDeveloping playbooks for repeatable sales and M&A successUnderstanding data governance and cross-team collaborationHow leadership, marketers, and sales all benefit from CRM visibilityThe “crawl, walk, run” method for successful CRM implementationTo learn more about Libby Olson, connect with her on LinkedIn at: https://www.linkedin.com/in/libbyolson/ Or, email her at: [email protected] 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

In this episode of B2B Marketing Methods, Terri Hoffman sits down with Erik Konicki and Lindsey Wendler, Managing Directors at 414 Capital, to discuss how marketing, sales, and strategy intersect when it comes to mergers and acquisitions. With decades of combined experience and more than 300 closed transactions, Erik and Lindsey share how business owners can increase company value, improve readiness, and attract the right buyers through smarter positioning and preparation.They break down what drives value in today’s market—from strong margins and diverse customer bases to transferable operations and credible brand perception. You’ll learn why your marketing and sales systems aren’t just tools for growth, but key assets that influence how investors perceive your business.Whether you’re years away from selling or simply want to build a more valuable company, this conversation will help you understand how to align your marketing strategy with long-term business goals—and how preparation can multiply your return when it’s time to make a move.What You’ll Learn in This Episode:How marketing and brand strategy influence company valuationThe most important factors buyers consider before an acquisitionSteps to prepare your business for a successful saleCommon pitfalls that reduce value—and how to avoid themWhy clean financials and scalable processes attract investorsHow to build a strong deal team and trusted advisor networkTo learn more about Erik Konicki, connect with him on LinkedIn at: https://www.linkedin.com/in/konicki/Or, email him at:[email protected] To learn more about Lindsey Wendler, connect with her on LinkedIn at: https://www.linkedin.com/in/lindseywendler/Or, email her at: [email protected] learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

On this episode of B2B Marketing Methods, Terri welcomes Matthew Breman, Senior VP of Marketing & Operations at ProStar GeoCorp and Mayor of Fruita, Colorado. Matthew’s career has taken him from MTV and Nickelodeon, to Disney, to running his own marketing agency — and now to leading growth for a publicly traded technology company. Along the way, he’s learned how to adapt messaging for wildly different audiences, whether it’s cast members at Disney, customers at his agency, or residents of his hometown.The conversation dives into one of the most complex areas of B2B growth: channel and partner marketing. Matthew shares how ProStar shifted from selling software directly to end users to building partnerships with hardware manufacturers, distributors, and sales teams. That change created new challenges in scaling training, activating partners, and making sure salespeople understood not just the product but the full value proposition for their customers.Matthew also draws parallels between marketing leadership and community leadership. From identifying champions inside organizations to building trust and consistency in messaging, he shows why successful channel strategies depend on relationships at every level. If you’ve ever wrestled with scaling through distributors or keeping your messaging clear across multiple partners, this episode offers practical insights and stories from the field.What You’ll Learn in This Episode:Channel and partner marketing strategiesTraining and enabling distributor sales teamsAdapting messaging for multiple audiencesBuilding trust and alignment with partnersFinding champions to drive adoptionTo learn more about Matthew Breman, connect with him on LinkedIn at: https://www.linkedin.com/in/matthewbreman/ Or, email him at: [email protected] 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

In this episode of B2B Marketing Methods, host Terri Hoffman, CEO of Marketing Refresh, sits down with Danny Gavin, founder of Optidge, professor of digital marketing at the University of Houston, and host of The Digital Marketing Mentor podcast.Danny shares insights from his many “hats” in the digital marketing world—agency leader, educator, mentor, and family man. The conversation dives into the importance of CRM systems for tracking leads and driving ROI, how to align sales and marketing teams for greater transparency, and why strategy—not quick fixes—is the foundation of sustainable growth.Danny also discusses the role of mentorship in building strong teams, the balance of culture and accountability in agency life, and how AI can streamline processes without replacing the fundamentals of great marketing.Tune in for a thoughtful discussion on building trust, leveraging strategy, and leading with purpose in today’s fast-changing digital marketing landscape.To learn more about Danny Gavin, connect with him on LinkedIn at: https://www.linkedin.com/in/dannygavin/ Or, email him at: [email protected] 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

In this episode of B2B Marketing Methods, host Terri Hoffman, CEO of Marketing Refresh, sits down with Rafeh Malik, a seasoned marketing professional set to embark on a new venture as a business owner in Houston. Rafeh discusses his diverse career background, including his education at Rice University, his journey through various industries, and his experiences in product marketing, corporate strategy, and nonprofit initiatives. The conversation delves into Rafeh's aspirations to acquire a business in Houston, his criteria for selecting a business, and his strategic approach to business growth. He emphasizes the importance of understanding customer needs, leveraging digital marketing, and creating the right cultural fit. Tune in for an insightful discussion on the transition from marketing leadership to small business ownership.To learn more about Rafeh Malik, connect with him on LinkedIn at: https://www.linkedin.com/in/rafehmOr, email him at: [email protected] 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

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, chats with Jason Lee, Vice President at Exponent. Jason discusses the role of Exponent in enhancing the value of private businesses by providing wealth management services. The conversation delves into Jason's journey from the health to the wealth industry, his personal story, and various strategies he employs for building credibility and relationships, particularly through LinkedIn. Jason emphasizes the importance of maintaining a personal brand, mastering the art of getting people in a room, and trusting the process. They also explore Jason's personal initiatives, including his faith-based leadership and mentoring men.This episode provides valuable insights into blending personal authenticity with professional strategies for successful B2B marketing and business development.To learn more about Jason Lee, connect with her on LinkedIn at: https://www.linkedin.com/in/jasonleeexponent/Or, email him at: [email protected] learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of B2B Marketing Methods, hosted by Terri Hoffman, CEO of Marketing Refresh, guest Michael Ballero shares his journey in the automotive industry and discusses critical topics such as the changing landscape of automotive investments, his sales approach, and work-life balance. Michael, a national account manager at Gen Z Automotive, highlights his innovative use of social media strategies, focusing particularly on TikTok, for building relationships and enhancing his professional reach. The conversation also dives into the practical applications of AI and ChatGPT for automating and improving sales communications, alongside personal reflections on balancing career with family life, making this episode a comprehensive exploration of both professional and personal growth in the B2B sector.Topics Discussed:Michael Ballero’s Career PathLeveraging Social Media for B2B SalesIntegrating AI in SalesWork-Life Balance and Personal GrowthSales and Marketing AlignmentTo learn more about Leah Salinas, connect with her on LinkedIn at: https://www.linkedin.com/in/michael-ballero-5aa8431b3 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

In this episode of B2B Marketing Methods, host Terri Hoffman, CEO of Marketing Refresh, interviews Leah Salinas, Director at the Alexander Group, about her journey from entrepreneur to executive search expert. Leah shares her personal story of running a successful business for 14 years and her decision to transition to a different career path focused on recruiting executive roles in various B2B industries. The discussion dives into key considerations for building out sales and marketing organizations, the differences between sales leaders and salespeople, and how transferable skills can drive business growth. Leah also provides insights into the essential role of data-driven strategies in sales and the importance of overall organizational structure in supporting effective marketing. Tune in to learn valuable tips on navigating career transitions and building high-performance teams.Topics Discussed:Leah’s 14-Year Entrepreneurial JourneyMaking the Leap from Founder to Executive RecruiterBuilding High-Performing Sales and Marketing TeamsThe Role of Data in Modern Sales StrategyOrganizational Structure and Career TransitionsTo learn more about Leah Salinas, connect with her on LinkedIn at: https://www.linkedin.com/in/leah-comstock-salinas 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

In 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 marketingUtilizing LinkedIn for company growthLinkedIn Ad practices for companies to considerThe importance of understanding your customer’s digital experienceWays to leverage AI in B2B marketingTo 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

In 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

In 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 businessSales strategies and finding the right customersThe role of branding and marketing in a competitive spaceTransparency, trust, and long-term client relationshipsLessons from being both an MSP provider and clientTo 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

In 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

In 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

In 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 GenerationShortening Sales Cycles and Improving Close RatesAligning Sales and Marketing for Better ResultsBuilding Brand Awareness and TrustEffective Use of CRM Tools and AutomationCustomized Go-To-Market StrategiesRelationship Building as Key to Sales SuccessTo 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

In 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 growthTopics Discussed:LinkedIn’s role in building personal and company brandsEmployer branding to attract and retain top talentUnifying HR and marketing for seamless recruitment and brand messagingBuilding a LinkedIn strategy with consistent, sustainable contentAddressing LinkedIn challenges (time, authenticity, confidence)Using LinkedIn polls for lead generation and business insightsOptimizing LinkedIn profiles for visibility and networkingTo 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

In 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 alignmentCRM tools and accountabilityBrand positioning and messagingCost of misaligned teamsHiring the right sales and leadership rolesLeadership’s role in fostering trust and communicationOvercoming misconceptions about salesTo 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

In 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 automationIntegration of marketing and salesImportance of brand positioning and messagingMaking data-driven marketing decisionsTo 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

In 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 goalsDigital strategies within SEO, Google Ads, and LinkedIn AdsThe importance of a functioning websiteB2B solutions via automation and AI capabilitiesTo 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/

In 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 B2Csplit roles of marketing and salesbudgeting for marketingsocial mediabuilding and nurturing relationshipsTo learn more about Sherron, connect with her on LinkedIn at https://www.linkedin.com/in/ceop3/To connect with Marketing Refresh, visit: MarketingRefresh.com

In 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 SLBThe Importance of Technical and Marketing SynergyLearning and Adapting in MarketingThe Birth and Impact of the PodcastEngaging at Trade Shows and ConferencesLeveraging AI in MarketingAccountability and Communication in MarcomTo 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

In 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

In 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 DataboxUsing marketing metricsThe value of analyzing your marketing program metricsWhat are Benchmark GroupsTo 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

Terri 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.comKey Topics Discussed:Diverse career paths within marketingInitial steps for manufacturing businesses in marketing investmentImportance of consulting experienced marketing professionalsThe foundational role of online presence and content in B2BThe dynamic nature of buyer behavior and marketing metricsThe symbiotic relationship between sales and marketing teamsInsights on fractional CMOs and their strategic advantagesAdvanced tools and platforms for efficient marketing operations

Terri is joined by James Reid, Director of Commercial Sales at The M.K. Morse Companies. Together, they talk about the intersection of sales and marketing, focusing on effective communication, digital marketing, and building customer relationships online. James discusses his reliance on his marketing team for product development, treating them as a crucial part of the product team. They also discuss the significant change in buying behavior, particularly with younger buyers favoring web-based interactions and quick access to information.The episode also touches on the collaborative efforts between sales and marketing to leverage social media to engage with younger buyers. James shares insights on using Salesforce as a CRM tool and the challenges of inputting information while balancing active sales calls. The conversation concludes on a lighter note with personal stories, favorite trips, music preferences, and book recommendations. To connect with James, you can find him on LinkedIn at: https://www.linkedin.com/in/james-reid-356891175/To learn more about Marketing Refresh, visit: https://MarketingRefresh.comKey Topics Discussed:Challenges in sales and marketing The evolving role of digital marketing Importance of a company’s website Changing dynamics in decision-making and buying behavior Use of Salesforce as a CRM tool Collaboration between sales Marketing Social media engagement with younger buyers

In this episode of B2B Marketing Methods, Terri welcomes special guest Raegan Hill, a seasoned marketer turned recruiter who gave Terri the idea and inspiration to start her own company while she was looking for a job. Raegan shares her journey from marketing to focusing on helping other companies find that right mixture of talent, sometimes convincing them to think far outside the box. Terri highlights Raegan's innovative thinking and her commitment to providing both clients and candidates with valuable and honest feedback has helped to drive her career. The episode also discusses the intricacies of modern recruitment, covering topics such as budget constraints, salary negotiations, and defining marketing needs. Raegan emphasizes the importance of open dialogues between clients and professionals, ensuring suitability and alignment with job responsibilities. They also discuss the challenges of remote versus in-person roles, the need for strategic leadership, and the significance of industry relevance versus a balanced skill set in finding the right fit for marketing positions. To learn more and connect with Raegan, visit: https://www.raeganhillgroup.com/To connect with and learn more about Marketing Refresh, visit: https://MarketingRefresh.comKey Topics Covered:Raegan Hill's successful placement of a VP-level candidate for a clientTerri Hoffman praises Raegan for her innovative thinking and integrityManaging budget constraints and salary negotiations in recruitmentChallenges and opportunities in remote versus in-person rolesThe significance of strategic leadership and mentoring in marketing rolesUnderstanding market needs and aligning job responsibilitiesThe process of defining marketing needs and job description developmentIndustry relevance and the balance of skill sets in recruitmentRaegan's personal insights on communication, managing time, and her favorite music and bookRaegan Hill's transition from marketing to recruiting and the impact of her integrityThe importance of culture fit and the use of "wild card" candidates in recruitment

In this episode of B2B Marketing Methods, Terri welcomes Russel Treat, CEO at EnerACT Energy Services, to discuss building a software company, podcast networks as a business growth tool, and the ups and downs of entrepreneurship in the industrial sector.Russel discusses his diverse background, from his time at Texas A&M and in the Air Force to his entrepreneurial ventures in civil engineering and software development for the oil and gas industry. He also talks about the challenges of bridging the gap between technical content and marketing copywriting.Terri and Russel also talk about the intricacies of sales and marketing for a B2B brand with complex offerings and share insights on measuring performance, understanding the buyers journey, and fostering collaboration between technical and marketing teams. They also discuss the significance of content production for generating traction and establishing thought leadership in a competitive landscape.To learn more about Russel's company, visit: https://eneractenergyservices.com/To find out more about Marketing Refresh, visit: https://MarketingRefresh.comKey Topics Discussed:Challenges in Content Creation and MarketingSales and Marketing StrategiesCompany Operations and Sales EvolutionPersonal Passions and InfluencesTransition to Software Company and Marketing EvolutionBrand Building and Customer ExperienceProfessional Development and the Entrepreneurial Journey

In this episode of B2B Marketing Refresh, Terri welcomes Jonti Bolles, CEO of WHO Digital Strategy, to discuss the influential world of digital marketing. They talk about the robust integration of AI in marketing tasks like website design and how important it will be to maintain human oversight for quality and authenticity.They also cover the synergy between sales and marketing teams, emphasizing the importance of collaboration and the strategic use of CRM tools to enhance efficiency. In addition, they talk about the challenges faced by B2B companies, stressing the need for a blend of skills in today's rapidly changing marketing landscape.Jonti also talks about her own company’s rebranding from White Hat Ops to Who Digital Strategy, highlighting sustainability and ethical practices in SEO. The conversation also explores the concept of topical authority and the shift from focusing merely on keywords to creating topic-focused content to dominate industry conversations and fulfill consumer queries efficiently.To connect with and find out more about Jonti, visit: https://whodigitalstrategy.com/To find out more about Marketing Refresh, visit: https://MarketingRefresh.comKey Topics Discussed:The use of AI in marketing and balancing it with human expertiseThe importance of sales and marketing collaborationChallenges faced by companies in managing expectations with marketing agenciesThe evolution of White Hat Ops into Who Digital StrategyThe shift towards topic-focused content in SEOStrategic use of CRM and AI tools to enhance marketing and sales efficiencyInsights on maintaining quality over quantity in digital contentBenefits of establishing topical authority for online presence

In this episode of B2B Marketing Methods, Terri is joined by Ed Marsh, an experienced consultant in the B2B industrial space and host of the Industrial Growth Institute Podcast. Together, cover the intersection of marketing, sales, and technology in the Industrial Manufacturing sector.Ed and Terri discuss why transformations in the sales and marketing teams of industrial companies can take a significant amount of time and investment. Ed talks about the importance of commitment and discipline in driving meaningful and sustainable changes within sales and marketing frameworks. He also covers the shortfall in lead nurturing and follow-up, urging companies to develop a robust pipeline and accurate forecasts to improve their sales processes.Ed and Terri also discuss the evolving roles in sales, caused by the digital overload consumers face today, which has shifted the gatekeeping of information. Plus they talk about the critical role of content in sales strategies, and why it's so important to create an integration of systems across marketing, sales, technology, and customer experience to streamline operations and boost productivity. Topics Discussed:Transforming sales and marketing in industrial companiesCommitment and variables in industrial transformationRole of sales in navigating information overloadImportance of content in driving revenueStrategic role of IT in improving buyer experiencesChallenges of change and resistance in traditional manufacturingTo learn more about Ed, connect with him on LinkedIn at: https://www.linkedin.com/in/edwardbmarsh/ orhttps://EdMarshConsulting.comTo connect with Marketing Refresh, visit: MarketingRefresh.com

It seems like everyone has their own podcast, so is it still possible for you to use a podcast that will grow your company?In this episode of Marketing Refresh, Terri welcomes Erin Gregor, Founder of PodGrowth to discuss the ins and outs of using podcasts to enhance B2B marketing strategies.Erin talks about why most companies make the mistake of looking at a podcast as a tool that should bring in sponsorships. There are several other ways that you can use this medium to grow your company. From strategically selecting podcast guests to highlighting behind-the-scenes of what it's like to work with your company, podcasting can be a powerful way to quickly build a know, like, and trust factor with your potential clients. They also highlight why podcasting can be so powerful. It allows you to create one piece of content and multiply it into various pieces of content, especially effective on platforms like LinkedIn. Erin also gives examples of how podcasting can help achieve significant organic reach on YouTube using only short podcast clips. Additionally, they discuss how podcasts can reveal company culture, which helps attract exceptional employees.Topics Covered:Guest Strategy for PodcastsOrganic Reach and VisibilityPodcast Episode Lengths and FrequencyBuilding Credibility and Thought LeadershipCompany Culture and Attracting TalentHosting Skills and Podcast DevelopmentOvercoming Barriers in PodcastingTo learn more about PodGrowth, visit: www.PodGrowth.coTo connect with Marketing Refresh, visit: MarketingRefresh.com

Does implementing more processes in your business cause less flexibility?The answer may surprise you, and it's part of the discussion host, Terri Hoffman has with Rusty Smith. Rusty is a seasoned EOS implementer, and they discuss stories of companies that underwent pivotal shifts, from market expansions in sewage treatment technology to strategic pivots in the rubber industry.Terri and Rusty talk about the necessity of adapting to change and the incredible value of structured systems like the Entrepreneurial Operating System (EOS) in driving flexibility and fostering team-driven success. Terri shares how she had her own reservations about EOS, but the experience has been transformational in her own business.Rusty also discusses how, although transparency can be terrifying for business owners, it can be significant in creating a thriving company culture. They also discuss how prioritizing B2B marketing, even on a tight budget, can become a much easier exercise when EOS is implemented. If you're interested in learning more and connecting with Rusty, visit: https://www.thecenter4growth.com/.To connect with Terri at Marketing Refresh, visit: https://MarketingRefresh.com.Key Topics:The Success of Technology in Different IndustriesThe Power of Adapting to ChangeDiscussion on Entrepreneurial Operating System (EOS)Challenges in Business OperationsThe Power of Transparency in Business FinancesOvercoming Business Obstacles and ChangeSetting Priorities in B2B Marketing

In this episode, Terri welcomes Mohamed Sameh, Managing Director at SESCO Cement. Since its inception in Egypt in 1964, SESCO has grown to be a major player on the global scene, now making waves in over 70 countries and having a strong foothold in the Houston market. Mohamed shares his 25-year journey in the industry and the challenges of transplanting family business values into the competitive U.S. market.Mohamed discusses SESCO's unique workplace culture, emphasis on personal responsibility, and relentless dedication to customer service. He also discusses how they've embraced marketing and which strategies have helped propel their growth.Terri and Mohamed also discuss the intricate dance between maintaining company culture and managing growth. Mohamad also shares his secrets to empowering marketing teams, fostering a family-like company atmosphere, and the importance of tangible marketing deliverables.For more information on SESCO Cement, visit: https://sescocement.com/To connect with Terri at Marketing Refresh, visit: https://MarketingRefresh.comKey Topics:Introduction to SESCO's backgroundThe keys to their expansion to over 70 countriesMarketing strategies and target segmentsWhy company culture has been so important to themTheir passion about marketing, and why they’re expanding the roleWhy their marketing relies on accountability, reporting, and dataMohamed's goals to expand their personal and company network

In this episode, Terri welcomes Philip Parker, Managing Director of Holland Parker, a company that migrates businesses from fragmented corporate performance management applications to the modern, unified OneStream platform.Philip and Terri discuss how Holland Parker has maintained a competitive edge with exceptional customer service and how they have been able to stay on top of marketing trends through brand alignment and collaborative efforts with Marketing Refresh.Philip talks about how persistence and patience have been paramount to seeing the long-term results that have had a huge impact on his business. They also discuss the need for consistency in branding, the art of understanding his various customer personas, and the critical role of client feedback in refining marketing strategies. For more information on Holland Parker, visit: https://hollandparker.com/To connect with Terri at Marketing Refresh, visit: https://MarketingRefresh.comKey Topics:Importance of Differentiation in MarketingHow endurance in marketing efforts creates an impactThe goal for marketing and business development opportunitiesCreating accountability through metrics in marketingHow to create authenticity in brand representationThe synergy of sales and marketing

In this episode, Terri welcomes Cody Johnson, CEO of SCS Technologies, a provider of measurement equipment, environmental solutions, controls, and automation solutions for the oil field's hydrocarbon, water, and refined products.In this conversation, Cody and Terri discuss the new era of the energy sector, which intertwines carbon management with groundbreaking customer experiences. They also discuss Cody’s commitment to digitization and AI and reshaping how B2B stakeholders engage in the midstream oil and gas space. Cody also shares why aligning the vision with action is a crucial step with any company, and how it creates alignment with the company and any stakeholders.For more information on SCS Technologies, visit: https://www.scstechglobal.com/To connect with Terri at Marketing Refresh, visit: https://MarketingRefresh.comKey Topics:Innovation within the customer experienceThe evolution of the customer experience and digital engagement strategiesThe approach to product developmentKey factors to create stakeholder alignmentCreating accountability in outsourcingSetting the groundwork for marketing goals and success

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