Predictable B2B Success

Are you ready to unlock the secrets of successful B2B marketing and business growth? In this episode of Predictable B2B Success, host Vinay Koshy sits down with the renowned guest, Mark Stouse, an expert in marketing, data science, and collaboration. Prepare to be fascinated and intrigued as Mark takes us on a journey through the annals of history, discussing the contrasting approaches to innovation in 15th-century Italy and Germany.

But this episode isn't just about history. Mark dives deep into the pressing issues facing Chief Data Officers (CDOs) and data science teams in today's rapidly changing business landscape. They discuss the challenges of providing timely and actionable insights, the subordination of data science teams to finance, and the evolving role of technology in decision-making.

Get ready to discover how Proof, Mark's groundbreaking analytics platform, is revolutionizing how businesses make predictions and optimize their choices to facilitate growth in a business. Learn about the importance of clean, accurate data in lean data applications, the impact of collaboration on problem-solving, and how aligning customer beliefs with data can drive success.

If you're ready to gain a fresh perspective on business growth and elevate your decision-making with analytics, then this episode is a must-listen. Join us as we unravel the mysteries of marketing, data science, and collaboration in this captivating episode with Mark Stouse.

Some areas we explore in this episode include:

• The Historical Study of Innovation in 15th-century Italy and Germany
• Challenges faced by CDO communities in providing data insights and analytics
• Subordination of data science teams to finance teams
• The Proof platform and its capabilities in providing analytics and regression modeling
• The need for better predictions and decision-making in the current era of change and volatility
• The role of Proof as a GPS-like platform for tracking and optimizing choices based on forecasts and real-time data
• The importance of collaboration between analysts and business users in utilizing analytics
• The limitations of traditional marketing mix modeling and the solutions provided by Proof
• The shortcomings in forecasting accuracy in B2B companies and the lack of discipline in analytics knowledge
• The speaker's experience in collaborating with data scientists and the importance of perspective in utilizing analytics.
• And much, much more.

In this episode of Predictable B2B Success, we invite James Tennant, a seasoned content marketing strategist, to dive deep into content promotion. If you've ever wondered why some businesses struggle to get their content noticed despite creating valuable pieces, this episode is a must-listen.

James Tennant shares his expertise on overcoming one of the biggest content marketing challenges: content promotion. He outlines a step-by-step process to ensure your content reaches your target audience and engages them effectively. From understanding your audience's preferences to choosing the right promotion strategies, James emphasizes aligning marketing, content, and sales teams for optimal results.

Delving into the fascinating world of collaborative content, James reveals how working with others or brands can elevate the quality of your content and expand its reach. He shares remarkable insights from his own experience and highlights the positive impact of collaborative efforts on businesses of all sizes.

James offers invaluable tips and tools to streamline and automate the process if you've ever needed help finding the time or resources to promote your content effectively. Learn how to create a cohesive content strategy that prioritizes promotion, maximizes impact, and ultimately drives exceptional results for your business.

Tune in to this episode of Predictable B2B Success for an enlightening conversation with James Tennant on cracking the code of successful content promotion.

Some areas we explore in this episode include:

• Importance of conducting research to create valuable content
• Identifying the preferred content format and platforms for target audience engagement
• Strategies for actively promoting content to overcome diminishing organic reachEstablishing common goals and aligning marketing, content, and sales teams
• Challenges in accurately attributing the impact of B2B and content marketing activities
• The role of collaborative content in improving quality and reaching a larger audience
• The issue of businesses not prioritizing content promotion
• Differentiating between time-sensitive news content and evergreen advice/opinion content
• Tools and platforms like Converge for streamlining and automating content promotion
• The impact of images and videos in enhancing written content and user experience
• And much, much more.

Are you the founder of a company worried about what will happen to your legacy once you step down? Or you're an entrepreneur looking to create a brand that will stand the test of time. Join us in this episode of Predictable B2B Success as we delve into the world of brand building and company culture with our special guest, Henry Wong.

Henry, a brand strategy expert based in Toronto, Canada, has worked with renowned brands such as Toyota and Procter & Gamble, as well as politicians, professional athletes, and CEOs. Today, Henry shares his insights on creating a brand that goes beyond just a company's tangible assets and ensuring that your beliefs and culture remain intact even after you retire or leave the business.

Discover the power of storytelling and how it can captivate customers and investors as Henry reveals real-life examples of startups that secured significant funding through compelling narratives. Learn how to uncover your unique niche in the market and build a personal brand that aligns with your values and purpose.

If you're ready to take your company's success to the next level and leave a lasting legacy, then this episode is one you won't want to miss. Please tune in to Predictable B2B Success with your host, Vinay Koshy, as Henry Wong guides us through brand building and becoming a leader in your industry. Get ready to unlock the secrets to predictable success.

Some areas we explore in this episode include:

• The importance of preserving a company's belief system and culture after the founder's departure
• The role of the founder in shaping the success of a company
• Establishing systems and mechanisms for the mechanical success of a business
• The value of a company's goodwill and reputation in attracting investors or buyers
• Building a brand and creating goodwill as a means of adding value to a company
• The focus on brand and goodwill creation for smaller entrepreneurial companies
• The significance of having a purpose and standing for something in building a brand
• Utilizing storytelling and mission to attract followers and brand ambassadors
• The powerful role of emotion in attracting others to believe in a company's purpose
• The importance of having followers and brand ambassadors in spreading a brand's message.
• And much, much more.

Have you ever considered the impact of internal marketing on your B2B success? In this episode of Predictable B2B Success, we have a special guest, Kerry-Ann Stimpson, who sheds light on this often-overlooked aspect. Kerry-Ann is a seasoned marketer who believes that while traditional marketing focuses on customers, it's equally important to consider your employees as brand advocates.

Join us as Kerry-Ann dives deep into the world of internal marketing, emphasizing the significance of employee engagement and advocacy in delivering on your brand promise. As the CMO of a financial services group, Kerry-Ann understands the crucial role interpersonal interactions play in the intangible world of financial services. She shares invaluable insights on empowering your employees to build strong personal brands and garner a positive customer experience.

Discover the benefits of having an engaged workforce advocating for your brand on social media and review sites. Learn how internal marketing and employee advocacy can not only improve your employer brand but also have a direct impact on your bottom line. If you're ready to unlock the potential of internal marketing, tune in to this episode with Kerry-Ann Stimpson.

Some areas we explore in this episode include:

• Importance of internal marketing and its role in brand building
• Emphasizing employee engagement and advocacy in delivering on the brand promise
• The significance of interpersonal interactions in the financial services industry
• Including employees in the marketing process to advocate for the brand
• Launching a podcast on internal marketing
• Difference between internal communications and internal marketing
• Collaboration between marketing, HR, and internal communications teams for internal marketing strategy
• The importance of employee advocacy in the B2B tech space
• Empowering employees to build personal brands on social media
• Addressing internal product issues before successful internal marketing efforts can be implemented.
• And much, much more.

Are you tired of unpredictable power outages affecting your daily life and business operations? Imagine only having a few hours of power a day while others with money can afford diesel generators to keep their operations running smoothly.

On this episode of Predictable B2B Success, host Vinay Koshy sits down with Gareth Evans, CEO and co-founder of Vector, an energy transition platform, to discuss the importance of reliable, affordable, and secure energy. Gareth shares his firsthand experiences witnessing the impact of energy scarcity on communities, from social unrest to business disruptions. He emphasizes the need for visibility, education, and change management in driving the energy transition.

But how can businesses navigate the complex energy market to find the optimal solution for their needs?

Gareth's platform aims to simplify this process, providing companies with competitive bids from suppliers and supporting confident decision-making. And the benefits of sustainability and renewable energy. They go beyond profitability, attracting good talent, winning customer contracts, and gaining access to better cost of capital.

Discover the incredible opportunities in the energy transition and how you can positively impact your business on this episode of Predictable B2B Success.

Some areas we explored in this episode:

• The impact of power outages on people's lives in areas with limited access to electricity.
• The importance of reliable, affordable, and secure energy.
• The current challenges in the South African energy grid.
• The role of technology in supporting decision-making in the energy sector.
• The need for change management and education in driving the energy transition.
• The challenges in understanding sustainable practices for business leaders.
• The benefits of early adoption of sustainable solutions for businesses.
• The importance of building trust through success stories in promoting sustainable practices.
• The role of on-site energy solutions for businesses.
• The potential profitability and positive outcomes of sustainable behaviors for businesses.

In this Predictable B2B Success podcast episode, we have a fascinating conversation with Alan Versteeg, a sales coaching and management development expert. Alan shares his insights on the power of having a framework for coaching, how to create behavior change through questioning, and the importance of discipline in achieving success in sales. But it wasn't always smooth sailing for Alan.

In fact, he got fired from four sales jobs before finding his true passion for driving growth through developing sales managers. We dive deep into the world of coaching and discover how it can be the secret weapon for sales organizations.

Alan debunks Hollywood's portrayal of sales professionals and reveals the key attributes that make top performers stand out. Don't miss this episode as Alan challenges the status quo and shares practical strategies for achieving predictable success in B2B sales. Get ready to learn, grow, and be inspired. It's time to unlock your full sales potential with Alan Versteeg on Predictable B2B Success!

Some areas we explore in this episode include:

• The importance of having a framework for coaching managers
• The speaker's journey from engineering to sales
• The role of the reticular activating system in shaping thinking and behavior
• The goal of coaching to create a shift in behavior, not just impart knowledge
• The distinction between setting goals and setting expectations in sales organizations
• The correlation between coaching and increased control, winning more deals, and maintaining a healthy sales pipeline
• The blind spots in organizations' approach to coaching and managing pipelines
• The framework for assessing value, volume, velocity, and shape in sales pipelines
• The importance of discipline and establishing a culture of execution in achieving success
• The traits, mindset, and skills of top-performing sales professionals
• And much, much more.

How can businesses adapt and thrive in a world where the consequences of overconsumption and unsustainable practices are becoming all too evident? Join us on this "Predictable B2B Success" episode as host Vinay Koshy sits down with acclaimed author and sustainability expert Simon Mainwaring. In a compelling conversation, Mainwaring reveals the pivotal role that purpose and social impact play in the success of B2B companies.

With current headlines filled with devastating fires, floods, and extreme weather events, it is clear that we are in the "red zone" when it comes to our planet's future. Mainwaring argues that businesses must move away from focusing solely on profit and the next quarter and instead embrace a community-focused approach. By celebrating their stakeholders and positioning their brand as a platform for change, B2B companies can unlock the power of being a movement and achieve a strong bottom-line benefit.

Discover how purpose-driven companies are redefining success and gaining a competitive edge in the market. Mainwaring shares insights into the integration of purpose and profit, the changing expectations of customers, and the importance of maintaining a strong company culture. Prepare to be inspired and gain practical strategies that will position your B2B company for predictable success in today's evolving landscape.

Some areas we explore in this episode include:

• The urgent need for businesses to address sustainability and the environmental challenges we face.
• The importance of shifting focus from self-promotion to celebrating stakeholders.
• The power of positioning a brand as a platform for stakeholders and leveraging it as a movement.
• The integration of purpose and profit in business strategy.
• Examples of industries transitioning to more sustainable practices and promoting social and environmental contributions.
• The changing expectations of customers and the importance of defensibility and a clear purpose for B2B companies.
• The importance of maintaining a strong culture to withstand economic shocks.
• Strategies for defining and communicating company purpose to engage employees.
• The need to moderate news and social media consumption to avoid feeling overwhelmed or disheartened.
• The potential for companies that work with the planet to achieve massive success and lead in the future.
• And much, much more.

Are you curious about how artificial intelligence can enhance empathy? How can businesses leverage AI to create a more empathic workplace and improve customer experiences?

In this episode of "Predictable B2B Success," host Vinay Koshy sits down with Minter Dial, an acclaimed author and marketing influencer, to dive deep into the fascinating world of artificial empathy. Get ready to explore the intersection of technology and human connection as we discuss Minter's book, "Heartificial Empathy," and its impact on successful change initiatives.

Discover why understanding empathy is crucial for encoding it effectively into AI systems and how companies can align their culture with AI-powered empathic capabilities. We'll also explore the ethical considerations of therapeutic AI and the potential for AI-powered tools to revolutionize the art of questioning in business.

Join us as we unravel the mysteries of artificial empathy and its implications for B2B success. Stay tuned for an enlightening and thought-provoking conversation that will challenge your perspective on the future of AI.

Some areas we explore in this episode include:

• The importance of understanding empathy to create artificial empathy
• Defining the purpose of making AI more empathic
• The role of programmers in encoding empathy effectively
• Aligning company culture with the AI's empathic capabilities
• The importance of an ethical framework in AI construction
• Understanding and addressing mental health in the workplace
• The potential for therapeutic AI in addressing mental health issues
• Trust and transparency in therapeutic AI
• The challenges in creating a bot that can handle entire conversations and provide therapeutic support
• The need for regulation and legislation in the field of therapeutic AI
• And much, much more.

In the fast-paced banking world, staying ahead of the curve is crucial for success. Join us in this episode of Predictable B2B Success as we dive deep into the realm of community banks and the challenges they face in the digital age. Our guest, Rich Edwards, a seasoned expert in the financial services sector with 13 years of experience at IBM, reveals the fascinating world of small financial institutions and their quest for growth and profitability.

Discover how banks generate revenue, from net interest margins to non-interest fees, and uncover their intriguing strategies to stay competitive. Rich divulges the secrets behind personalized service, a key differentiator for smaller institutions, and explores the untapped potential of digital channels to enhance customer experiences.

But it could be smoother sailing in the world of community banks. Explore the potential threat fintech companies pose, the complex regulatory landscape, and the controversial debate on whether these smaller banks can survive in a rapidly evolving industry.

Join us as we delve into the challenges, opportunities, and innovative solutions that shape the transformation of community banks in the digital age. You will want to experience this captivating and thought-provoking episode with Rich Edwards on Predictable B2B Success.

Some areas we explore in this episode include:

• Banks' revenue generation strategies through net interest margin and non-interest fees
• The challenges and opportunities for smaller financial institutions in the market
• The importance of personalized customer experiences and the lack of technology competitiveness in smaller institutions
• The integration of marketing information, underwriting systems, and core applications to deliver personalized offers seamlessly
• The migration to GA 4 for data and customer insights in organizations
• The balancing of compliance and risk requirements with data accessibility for analysts and data scientists
• Data aggregation and correlation for identifying ideal clients and creating personalized marketing campaigns
• The significance of organizational change management for marketers
• The potential threat of fintech companies to traditional banks and the need for competitive advantage in the market
• The challenges and opportunities for community banks in the face of fintech and regulatory uncertainties.
• And much, much more.

Are you curious about the keys to success in the insurance industry? Ever wondered how to navigate the complex world of distribution partners and adoption processes?

In this episode of Predictable B2B Success, host Vinay Koshy speaks with Hadi Radwan, a seasoned professional with over 12 years of experience in the insurance industry. Hadi shares valuable insights and practical strategies for achieving predictable success in the insurance space.

Hadi unveils the crucial elements of building trust and satisfying customers' needs, from managing distribution partners to white-labeling products.

Dive into the world of insurance distribution as Hadi reveals the challenges of regulatory compliance, the power of resourcefulness, and the importance of disciplined perseverance. Discover how businesses can effectively promote their products, tap into organic growth, and educate the public on the significance of protecting their income.

Join us for an engaging conversation that will give you a fresh perspective on the insurance industry and its untapped potential for disruption.

Some areas we explore in this episode include:

• The two different types of adoptions in selling a product.
• Challenges in onboarding and educating distribution partners.
• Explaining the need for financial investment in building a custom solution.
• Making the tech stack adaptable and flexible for distribution partners.
• The time element involved in the adoption process.
• Regulatory complexities in the insurance industry.
• The importance of building trust and avoiding customer risks in insurance.
• The role of insurance brokers in building trust and ensuring ethical practices.
• The three key factors for success: resourcefulness, discipline, and grit.
• Strategies for promoting the company and products, including blogging, press releases, and podcasts.
• And much, much more.