B2B Sales and Marketing #FriTalks

Hando Sinisalu, the founder of Marketing Parrot, with extensive experience as an event organizer, and over the years, he has noticed that some companies tend to use their speaking opportunities during sponsored events to deliver sales pitches, which often end up frustrating the audience. This missed opportunity could have been used to build trust and establish relationships with potential customers. In this conversation, we discuss why this happens and explore strategies for maximizing the value of event sponsorships. We'll be hearing both positive and negative examples of conference sponsorships, from preparation to activation and gain insights into successful event sponsorship strategies.

The USA stands as the world’s largest and most lucrative market. However, it is also a market characterized by intense competition and some of the highest marketing costs. In this conversation with Kristine Lamberga, CMO of SAF Tehnika, we delve into her insights about the US market. SAF Tehnika specializes in the development and manufacturing of a range of high-end equipment, with its wireless data transmission technologies being its flagship offerings. Over the years, the company has successfully established a foothold in the US market. Interestingly, the largest part of the roughly 3,000 National Broadcasters in the United States are using SAF Tehnika microwave radios.

In this episode of #FriTalks, our guest is the founder of Mailigen and former VP of Product at Pipedrive - Janis Rozenblats. He is joining us to share his valuable experience of building an Ideal Customer Profile (ICP) and the practical aspects of using it to optimise marketing execution and ROI. In our conversation, we discuss the following topics: - How should we understand the Ideal Customer Profile (ICP) and what value it can provide to SaaS companies - How to build an ICP and what data sources needed for that - How to practically apply it across Product Development, Marketing, Sales and Customer Success

Marketing often feels like an endless uphill struggle. Moreover, marketing managers often complain of poor internal alignment, conflicting and ever-changing priorities and pressure for short-term results. In this episode, Andrejs and Rolands explore the marketing planning framework that they tested and improved in well over 200 campaigns. Their framework stands on four solid pillars: alignment on revenue goals, comprehensive audience research, strategic Go-To-Market (GTM) planning, and regular review of planned marketing activities.

The decision-making process of B2B buyers has undergone significant changes. Over the past few years, there has been a notable shift in the behavior of B2B technology buyers, marked by reduced trust in new vendors and their sales representatives. Present-day buyers exhibit a preference for conducting independent research, forming their own conclusions and using self-service options. - In this episode, we explore the following topics: - The shifts in buyers' behavior since the onset of Covid-19 - The objectives and tasks that buying groups aim to achieve - The increasing significance of communities in the buying process - The evolving role of salespeople in the modern buying landscape - Strategies for how marketing can adapt to the changing behaviors of buyers