B2B demand and pipeline
Demand generation, account-based marketing, buying committees and pipeline beyond the MQL.
Start here · Episode 112 ·
The Missing Sixty
CEO, Ledger Bennett
“We are only measuring what we can see in the funnel, and that's a real problem”
The Missing Sixty
0:0035:00All episodes on this topic
Newest firstEpisode 112: The Missing Sixty
Andrea Sexton · CEO, Ledger BennettB2B brand and storytellingEpisode 108: The Commercial Marketer
Renaye Edwards · Chief Operating Officer and MD, Ammunition
The CMO and the boardroomEpisode 99: The Certainty Trap
Chris Bagnall · Chief Executive Officer, TransmissionB2B brand and storytellingEpisode 98: The New Currency
Milka Privodanova · VP Marketing Solutions, Large Customers International, LinkedIn
Creators and influencer marketingEpisode 92: The Demand Chain
Victoria Dyke · Co-Founder, Ziggy
Sales and marketing alignmentEpisode 89: The Revenue Engine
Dragos Marica · Associate Director, Performance Marketing, Directive
AI search, agents and discoveryEpisode 84: The Confidence Engine
Jen Brown · Director, Engaging Interactions
Experiential and eventsEpisode 82: The New Metric
Chris Elsheikhi · VP Demand Generation, Usercentrics
Data, identity and privacyEpisode 80: The Pattern Interrupt
Ben Smith · Marketing Director, Reachdesk
Experiential and eventsEpisode 72: Revenue Marketing Is When Marketing Stops Being a Cost Centre
Mitali Israni · Senior Director of Marketing, Pantheon
Partnerships and sponsorshipEpisode 47: Partners Are Not an Extension of Your Team. They Are Embedded in It.
Salomé Imedashvili · Director of GSI and Strategic Partnerships, Salesforce
Partnerships and sponsorship- From Business of Marketing
Put yourself forward or recommend a guest for us to consider.
Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 38: The Untapped Creative Potential in Subscription Business Models
Lina Tonk · Chief Marketing Officer, Recurly
Sales and marketing alignment- From Business of Marketing
Put yourself forward or recommend a guest for us to consider.
Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 29: Trust as ROI, Fake Reviews and the Marketing of Authenticity
Dana Kalfas Bodine · VP of Marketing, Trustpilot
Trust and brand safetyEpisode 24: Building Data-Literate Teams, SQL-Aligned Metrics and Global B2B Demand Generation
Timo Weis · Global Head of Growth, Infosys
Sales and marketing alignmentEpisode 18: Lifecycle Marketing, the Spotify Year in Review and Data Foundations
Kirsty Fraser · Senior Director of International and Lifecycle Marketing, Movable Ink
Customer experience and personalisationEpisode 17: B2B Buying Groups, Influence Maps and Engaging Before the RFP
David Keene · European CMO, Wipro
Sales and marketing alignmentEpisode 14: Have a Learn-It-All Mentality, Not a Know-It-All Mentality
John Watton · Fractional CMO and Advisor, IndependentMeasurement and effectivenessEpisode 13: If It Gets People Talking, You Are Successful
Vitaly Pecherskiy · CEO and Co-Founder, StackAdapt
Creativity and creative effectivenessEpisode 11: Sensory Branding, Account-Based Experience and the CMO Mandate
Azlan Raj · CMO, Dentsu EMEA
Experiential and eventsEpisode 10: Self-Reported Attribution, the Marketing Flywheel and Show Don't Tell
Mark Debenham · VP of Growth Marketing and Marketing Operations, Adverity
Measurement and effectivenessEpisode 9: Ungating Content, Data Collaboration and the Open Internet
Christopher Hogg · Chief Revenue Officer, Lotame
Sales and marketing alignmentEpisode 8: Digital Experience, Buying Committees and Accessibility
Steve Reny and Jennifer Griffin Smith · CEO / Chief Market Officer, Acquia
Measurement and effectivenessEpisode 6: If We Stopped All Our Marketing, Nothing Would Change
Shafqat Islam · CMO, Optimizely
Measurement and effectiveness- From Business of Marketing
Put yourself forward or recommend a guest for us to consider.
Request an interview →From Business of MarketingMost companies try to reach senior decision makers. We give them a reason to engage.
Partner with Us →From Business of MarketingHave your say.Add your voice to the conversation.
Voices is where senior practitioners share what they're seeing, what they believe and what they'd change.
Become a Voice → Episode 5: If They Do Not Comprehend, You Have Done a Lot of Nothing
Mary Cirincione · Vice President, Propeller GroupB2B brand and storytellingEpisode 3: Ruthlessly Simplify the Complex in B2B Marketing
Marilyn Mead · CMO, Winmo
B2B brand and storytelling
“As soon as the market gets tough, we literally go back to that lead gen.”
Frequently asked
Which Business of Marketing episodes cover B2B demand and pipeline?
25 episodes so far. The most recent are with Andrea Sexton of Ledger Bennett, Renaye Edwards of Ammunition and Chris Bagnall of Transmission.
What does B2B demand and pipeline cover on the Business of Marketing podcast?
Episodes on demand generation, account-based marketing, buying committees and pipeline beyond the MQL. Guests include Lina Tonk of Recurly, Andrea Sexton of Ledger Bennett, Milka Privodanova of LinkedIn and Chris Bagnall of Transmission.
Where should I start with B2B demand and pipeline?
Start with the latest episode, The Missing Sixty, with Andrea Sexton of Ledger Bennett.
Which topic family is B2B demand and pipeline part of?
Customers and growth, alongside B2B brand and storytelling, Sales and marketing alignment, Customer experience and personalisation, Partnerships and sponsorship and International growth.
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