B2B Influence

40 - The Future Of B2B Marketing Data Has Arrived: 6 Shifts to Embrace Now

This conversation explores the challenges and opportunities in B2B data distribution, emphasizing the need for modernization and adaptation to changing buyer behaviors. It delves into the impact of AI, the shift towards self-service, and the importance of metadata and data protection. Takeaways * B2B data distribution is in need of modernization * AI and self-service are driving the shift in buyer behavior Chapters * 00:00 Challenges in B2B Data Distribution * 08:55 Monetization and Data Leakage Concerns * 19:06 Metadata and Data Protection Connect Aaron Dix: https://www.linkedin.com/in/aaron-dix/ [https://www.linkedin.com/in/aaron-dix/] Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/ [https://www.linkedin.com/in/paula-chiocchi/] Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application [https://podcast.outwardmedia.com/podcast-guest-application]

39 - Better Signals, Better Outcomes: Advancing B2B Growth in a Fragmented Data Market

This conversation with Jonathon Shaevitz covers topics such as solving publisher challenges, publisher data control, challenges with large deployments, agentic tools and productivity, signals and performance optimization, attribution and performance optimization, quality audience targeting, rethinking audience targeting, role of external data partners, common investment pitfalls, and agency evolution and AI adoption. The core principle of Growth Code is to provide a cleaner, more consistent signal for both buyers and sellers to succeed in the market. Takeaways * Solving publisher challenges with platform simplicity and immediate ROI focus * Strategic data control and tactical vendor integration for publishers * Challenges with large deployments and impact of legal and privacy issues * AI tool adoption and productivity impact * Signal quality and strength for performance optimization * AI-driven optimization and first-party data signals for attribution * Objective-driven campaigns and custom audience creation for quality audience targeting * Simplified processes and increased performance and efficiency with external data partners * Avoiding ineffective publisher tools and misaligned measurement metrics * Agency evolution and strategic focus on value creation with AI adoption Chapters * 00:00 Solving Publisher Challenges * 07:01 Agentic Tools and Productivity * 13:09 Attribution and Performance Optimization * 18:47 Rethinking Audience Targeting * 25:31 Role of External Data Partners * 31:26 Common Investment Pitfalls Connect Jonathon Shaevitz: https://www.linkedin.com/in/jonathonshaevitz/ [https://www.linkedin.com/in/jonathonshaevitz/] Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/ [https://www.linkedin.com/in/paula-chiocchi/] Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application [https://podcast.outwardmedia.com/podcast-guest-application]

38 - The Agentic Commerce Shift: Expert Insights SMBs Need to Know Now

This conversation with Adam Silva and Dr. A.J. Stalker from Adam Silva Consulting delves into the emergence of agentic commerce and its impact on small businesses, the future of SEO in an AI-driven environment, navigating the AI-driven marketing landscape, and the role of data quality in AI-driven environments. Key takeaways include the fundamental shift in business operations due to agentic commerce and the importance of high-quality data for effective AI performance. Takeaways * Agentic commerce is a fundamental shift in how businesses operate * AI-driven environment requires high-quality data for effective performance Chapters * 00:00 The Emergence of Agentic Commerce * 08:03 The Future of SEO in an AI-Driven Environment * 16:11 Navigating the AI-Driven Marketing Landscape * 23:03 The Role of Data Quality in AI-Driven Environments Connect Adam Silva: https://www.linkedin.com/in/adam-silva-agentic-commerce/ [https://www.linkedin.com/in/adam-silva-agentic-commerce/] Dr. A.J. Stalker: https://www.linkedin.com/in/ajstalker/ [https://www.linkedin.com/in/ajstalker/] Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/ [https://www.linkedin.com/in/paula-chiocchi/] Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application [https://podcast.outwardmedia.com/podcast-guest-application]

37 - The Harsh Reality of B2B Ad Fraud: 7 Truths with Dr. Augustine Fou

This conversation with Dr. Augustine Fou delves into the impact of fraud on various revenue models, the challenges faced by brands in digital marketing, and the need for a mindset shift in programmatic media buying. It emphasizes the importance of dispelling assumptions, measuring media quality, and taking proactive steps to address fraud. The industry's structural incentives and the burden of responsibility on advertisers are also highlighted. Takeaways * Dispelling assumptions is crucial in understanding the impact of fraud on revenue models. * Measuring media quality and taking proactive steps to address fraud are essential for programmatic media buying. Chapters * 00:00 Understanding Revenue Models and Fraud * 06:08 Branding Experience vs. Conversion * 11:35 Assumptions and Media Quality Assessment * 19:01 Assessing Media Quality and Audience Network * 26:36 Industry Incentives and Responsibility Connect Dr. Fou: https://www.linkedin.com/in/augustinefou/ [https://www.linkedin.com/in/augustinefou/] Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/ [https://www.linkedin.com/in/paula-chiocchi/] Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application [https://podcast.outwardmedia.com/podcast-guest-application]

36 - The New Rules of B2B Performance Marketing: 5 AI-Driven Shifts Marketers Can’t Ignore

The conversation delves into the evolving landscape of B2B marketing, highlighting the shift towards agentic lead gen, the role of AI in advertising, the challenge of jargon in B2B marketing, the value of agencies, and the strategic shift in SEO and brand amplification. Incrementality in marketing and the rise of social media and business media networks are also explored. Takeaways * Agentic lead gen is on the rise in B2B marketing * Incrementality is crucial for marketing success Chapters * 00:00 The Shift in B2B Marketing * 07:20 The Role of AI in Advertising * 14:47 The Value of Agencies in B2B Marketing * 25:00 Strategic Shift in SEO and Brand Amplification Connect Simon Poulton: https://www.linkedin.com/in/smpoulton/ [https://www.linkedin.com/in/smpoulton/] Paula Chiocchi: https://www.linkedin.com/in/paula-chiocchi/ [https://www.linkedin.com/in/paula-chiocchi/] Apply to be a guest! https://podcast.outwardmedia.com/podcast-guest-application [https://podcast.outwardmedia.com/podcast-guest-application]