Best Passetto Podcasts (2025)

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#184: How Far Should You Niche Down? Finding Your Minimum Viable Market 23:38

2d ago23:38

23:38

How Far Should You Niche Down? (And How to Know You’ve Got It Right) Most marketers are targeting too broadly—and it’s killing their go-to-market. In this episode, we walk you through how to find your Minimum Viable Market—the smallest audience that can sustain your business and evangelize your solution. We’ll show you how to use your existing data…

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MUST LISTEN: The 9 Biggest GTM Dysfunctions in B2B SaaS 53:09

5d ago53:09

53:09

This week on GTM Live, Carolyn and Trevor unpack the 9 go-to-market dysfunctions quietly derailing growth at even the most ambitious B2B companies. They dig into why so many teams, despite big budgets, headcount, and tools, are still struggling to drive efficient growth. Spoiler: it’s not the people. It’s the system. You’ll hear why fragmented data…

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The Ugly Truth About Pipeline (Real Talk for GTM Teams Running on Broken Systems) 43:11

13d ago43:11

43:11

This week on GTM Live, Carolyn sits down with Nick Flamini, host of the Sales Architecture Podcast, to explore the real reasons most go-to-market teams are still struggling—despite all the headcount, tools, and budget. They dig into the myth of “more BDRs = more pipeline,” and why most organizations are missing the data, architecture, and cross-fun…

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#183: How to Use AI to Cut Customer Research Time in Half 25:11

16d ago25:11

25:11

How to Use AI to Cut Customer Research Time in Half Most B2B marketers know customer research is crucial, but gathering and acting on insights can be so time consuming. This week, we're breaking down exactly how you can leverage AI tools to dramatically speed up your customer research - without losing the valuable depth and insights you rely on. We…

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The Hidden Systems Behind REAL Product-Led Growth (with Wes Bush) 47:27

22d ago47:27

47:27

Most SaaS teams claim they’re “doing PLG,” but very few are doing it well. This week on GTM Live, Carolyn and Trevor sit down with Wes Bush, CEO of ProductLed, to unpack why product-led growth often fails—and what to do about it. They explore why PLG isn’t just a pricing model or trial strategy, but a deep, systems-level shift that most teams under…

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#182: The Anti-ICP: How to Identify Customers You Should NEVER Market To! 21:29

23d ago21:29

21:29

Most B2B teams obsess over defining their Ideal Customer Profile (ICP). But what about the people you should never market to? This week, we reveal why defining your Anti-ICP is just as critical as your ICP—and how doing so could save your team thousands in wasted ad spend, misaligned sales efforts, and churned customers. We also share the powerful …

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#181: Brand, Demand and the 5 BEs Framework - build a full funnel GTM Strategy 28:36

1M ago28:36

28:36

Why Your B2B GTM Strategy Needs the 5 BEs Framework Now Most B2B marketing frameworks only show you part of the picture. But in 2025, you need one complete system to align brand, demand, and sales around your Ideal Customer. That’s why we created the 5 BEs Framework. This week, we show you how to move beyond demand generation and build a complete g…

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Exposing the Attribution Lie That’s Costing You Millions 58:41

1M ago58:41

58:41

Everyone’s analyzing win rates, but too few teams are asking the harder question: how did that opportunity even begin? This week on GTM Live, Trevor and Carolyn break down the most overlooked stage in go-to-market: what happens before a lead becomes a lead. They unpack why early-funnel signals (the ones that come before forms, meetings, or MQL scor…

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#180: Revenue Alignment Architecture: How Passetto x CRO School Are Redefining B2B GTM 47:57

1M ago47:57

47:57

Why is go-to-market still broken in B2B? Because nobody owns the commercial outcome. In this pivotal episode of The B2B Playbook, we sit down with Carolyn Dilks (co-founder of Passetto) and Adem Manderovic (co-founder of CRO School) to unpack why sales, marketing, and customer success continue to operate in silos—and what needs to change. This isn’…

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Inside the GTM Black Hole: Why Marketing Can't Prove Impact 46:19

1M ago46:19

46:19

Everyone’s trying to grow pipeline, but only few companies are measuring the part of GTM that actually creates it. This week on GTM Live, Trevor and Carolyn expose why the early-stage “signals” that actually drive pipeline are the ones most teams ignore. They dig into the real problem: teams aren’t tracking signals across the entire pipeline creati…

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#179: How to Land 6-Figure Deals with LinkedIn Thought Leadership Ads 40:10

2M ago40:10

40:10

How to Land 6-Figure Deals with LinkedIn Thought Leadership Ads Want to get clients on LinkedIn using ads that actually build trust and drive pipeline? This is the playbook. We’re walking you through the exact LinkedIn ads strategy we use to land six-figure deals for ourselves and our clients—without spamming inboxes or relying on outdated lead gen…

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Why Your GTM Strategy Isn’t Working (Hint: Attribution, Data, and Unit Economics) 46:45

2M ago46:45

46:45

This week on GTM Live, Carolyn and Trevor dive into the messiness of go-to-market strategy: overspending on pipeline, bad attribution models, and why marketers are often stuck doing RevOps jobs. Carolyn breaks down the trap of chasing new logos without clear ROI, while Trevor shares how his IT-to-marketing journey led to launching Passetto to fix t…

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#178: Sales and Marketing Methodologies Alone Are Not Enough - You Need a Revenue Alignment System 37:20

2M ago37:20

37:20

Sales Methodologies Are Killing Your Revenue Team Most sales teams swear by Gap, Challenger, or Spin. But these sales methodologies were never designed to align your go-to-market team. In this episode, we sit down with Adem Manderovic — co-founder of Chief Revenue School and creator of Closed Circuit Selling — to break down why these systems are fa…

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RV240 - The End Of An Era (And Beginning Of A New One) - Go To Market Live Episode 45 24:18

2M ago24:18

24:18

After a month-long sabbatical that took him across Australia, New Zealand, and Fiji, Chris Walker returns to Revenue Vitals with a life-changing announcement. In this deeply personal episode, Chris reveals a profound shift in his perspective and purpose that has led him to hand over hosting duties to Carolyn Dilks (Co-Founder and Managing Partner @…

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#177: Why Your Thought Leadership Isn’t Working (And How To Fix It) - roundtable with Justin Rowe, Rohit Srivastav 48:55

2M ago48:55

48:55

Why Your Thought Leadership Isn’t Working (And How To Fix It) Most B2B marketers and founders are investing in thought leadership—but seeing zero results. In this episode, we sat down with LinkedIn Ads expert Justin Rowe (Founder of Impactable) and SaaS marketing leader Rohit Srivastav (FleetPanda, S11s) to break down why your content isn’t landing…

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#176: The Smarter Way Sales & Marketing Teams Can Win Together (A Modern Approach for 2025) 1:05:33

2M ago1:05:33

1:05:33

Sales and marketing teams often feel worlds apart—competing priorities, clashing strategies, and constant miscommunication. But it doesn't have to be that way. In this episode, we break down how sales and marketing can finally get aligned, collaborate effectively, and drive more revenue by working smarter—not harder. We reveal practical steps for m…

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#175: How to Master 'Video First' Marketing for Massive B2B Growth 42:45

3M ago42:45

42:45

We all know video content works, but are you really leveraging it to its full potential? In this episode, we're joined by Lindsay McGuire from Goldcast to share an actionable strategy called "Video First Distribution"—designed specifically for small B2B teams to punch way above their weight. Lindsay dives deep into how and why video effectively cap…

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#174: Slash LinkedIn Ads Costs: the LinkedIn and Meta Loop 24:46

3M ago24:46

24:46

Stop Overpaying: Mastering LinkedIn & Meta Ads for B2B We created this episode to show how we combine LinkedIn and Meta for more cost-effective B2B advertising. We cover why LinkedIn is so expensive but still the best place to precisely reach your dream customers, and how we then use Meta to retarget them at a fraction of the cost. You’ll hear exac…

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RV239 - The Bootstrap Advantage (My CEO Consulting Call) 8:25

3M ago8:25

8:25

In this unique episode, Chris shares the unfiltered audio from a consulting call with an entrepreneur. Chris offers advice from his personal experience building multiple businesses to 7 and 8 figures in revenue. Here’s what you’ll learn in this episode: Why raising VC money might be a sign that your business model needs rethinking The advantages of…

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#173: How to Build a Thriving Community - Generate B2B Founder Axel Sukianto 51:41

3M ago51:41

51:41

Building a thriving community and life as an in-house marketer. Being an in-house B2B marketer comes with unique challenges—tight budgets, small teams, and the constant struggle to prove impact. But what if there was a way to get support, learn faster, and grow together? In this episode, we sit down with Axel Sukianto, former Marketing Director at …

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RV238 - How To Outcompete $100M Giants (Live Fireside Chat) 52:24

3M ago52:24

52:24

Today’s episode is a live fireside chat recorded at Warmly’s office, where Chris covers why smaller software companies can move faster than larger ones, what customers actually want versus what they say they need, and practical ways to measure what matters in marketing. Here’s what you’ll learn in this episode: Why smaller companies have distinct a…

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#172: Why Most FAIL at B2B Customer Journey Research (And How to Fix It) - Ryan Paul Gibson 51:27

3M ago51:27

51:27

How to Talk to Customers & Actually Learn Something (The Right Way) Most B2B marketers THINK they’re doing customer research… but they’re doing it all wrong. This week, we’re joined by customer research expert Ryan Paul Gibson to show you how to actually talk to customers and uncover golden insights that drive revenue. Ryan has conducted over 2,000…

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RV237 - Stop Overcomplicating Marketing Measurement | Go To Market Live Episode 44 51:37

4M ago51:37

51:37

When Chris Walker looked at his bank account in 2019, he had $3,000 and student loan debt. In this week’s GTM Live episode, he shares an overview of the choices that led to building successful multi-million dollar companies over the next 6 years, and the personal cost of those decisions. He then spends the majority of the episode examining why B2B …

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#171: The Virtual Event Playbook we used to drive 500+ registrants in 8 Weeks (+pipeline & revenue) - Pallavi Dhody 1:08:32

4M ago1:08:32

1:08:32

How We Launched a Virtual Event in 8 Weeks (And Got 500+ Registrants!) We’re breaking down exactly how we launched our first-ever virtual event in just 8 weeks. This event featured 12 expert speakers, brought in over 500 targeted registrants, and even had a sponsor to cover all our costs. Most importantly, it generated pipeline and revenue. And we’…

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RV236 - The Role of Finance Leaders in GTM Success 1:04:37

4M ago1:04:37

1:04:37

In this episode, Chris joinsFP&A Tomorrow host Paul Barnhurst (a.k.a.The FP&A Guy) to talk about the intersection of finance and GTM. Chris shares his perspective on why most B2B companies get GTM investments wrong, the inefficiencies in traditional marketing measurement, and how CFO's and finance teams can play an incredibly strategic role in driv…

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#170: Our Simple 3 Step Demand Generation Plan for 2025 36:58

4M ago36:58

36:58

The Simple 3-Step B2B Demand Generation Strategy for 2025 Want to contribute more to your company’s pipeline? This episode breaks down the exact 3-step strategy that turns demand generation from a buzzword into a revenue-driving machine. Most B2B marketers struggle because they only focus on capturing demand. But if you’re only targeting in-market …

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RV235 - Create A High Performing GTM Engine | with Sangram Vajre 1:02:08

4M ago1:02:08

1:02:08

How can CEOs, CMOs, and revenue leaders truly create a high-performance GTM engine? This episode is a live event that Chris Walker did with Sangram Vajre (co-founder & CEO at GTM Partners) where they answer exactly that. Key topics from this episode: Who should really own GTM? Moving beyond “marketing vs. sales” The 4 pillars of pipeline creation W…

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RV234 - The Pipeline Creation Framework | Go To Market Live Episode 43 45:32

4M ago45:32

45:32

Why do so many companies struggle to generate pipeline efficiently? In this episode, Chris shares exactly why (and new and more effective GTM strategies). Whether you're a CMO, CRO, CEO, or CFO, this episode will challenge your thinking and help you build a smarter GTM strategy with marketing investments that are actually delivering returns. Key to…

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#169: Minimum Viable Content: Testing Your Way to Better Results, Faster - B2B Content Expert Jess Cook 52:22

4M ago52:22

52:22

Most marketers spend months creating content - only to watch it flop. But what if you could test your ideas first, so you only invest in content that actually works? That’s exactly what Jess Cook, Head of Content at Island and co-host of the That’s Marketing, Baby podcast, reveals in this episode. She shares her Minimum Viable Content (MVC) Framewo…

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RV233 - My Lessons From Scaling to $22 Million 48:41

4M ago48:41

48:41

Chris joined Brad Zomick’s show (LinkedIn Famous), where he shared insights on personal growth as a founder, his learnings from executing on LinkedIn for 5 years, and the new playbook founders can use to build and grow their companies. Key topics from this episode: The right way to approach LinkedIn (hint: vanity metrics don’t matter) Personal grow…

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#168: How to Segment the Market for an Outsized Impact in B2B - PLUS the one thing most companies don't do after 40:56

4M ago40:56

40:56

We all have limited time, budget, and resources. So to make an outsized impact, small B2B marketing teams need to take a narrower approach to segmentation. But how do you actually do this? Marketing, sales and revenue expertd Adem Manderovic and George Coudounaris are going to share their proven process to not only segment the market, but deeply un…

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RV232 - The 3 Pillars of GTM Success | Go To Market Live Episode 42 50:52

4M ago50:52

50:52

This is the first GTM Live episode of 2025, and Chris shares his most recent GTM strategies to help you win. These lessons are especially crucial for companies who want to scale past $10 million ARR. Key topics from this episode: The 3 Pillars of GTM Success: GTM Strategy, GTM Optimization, and GTM Operations. Cost of Growth: Reframing GTM efficien…

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#167: Why Predictable Revenue Is Killing Your Future Deals (plus how to fix with real Demand Gen) - with VP of Marketing Sam Kuehnle 1:00:07

5M ago1:00:07

1:00:07

In this episode, we sat down with Sam Kuehnle, VP of Marketing at Loxo, to uncover why predictable revenue models might be holding your business back. We dive deep into the pitfalls of outdated sales tactics and explore how Loxo's approach to demand generation is driving real results. If you're a B2B marketer looking to align sales and marketing, c…

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RV231 - Chris Walker & Dave Gerhardt Talk B2B Marketing 48:28

5M ago48:28

48:28

This is a must-listen episode where Chris Walker joined Dave Gerhardt (Founder & CEO of Exit Five) on the B2B Marketing with Dave Gerhardt podcast. Key topics from this episode: Why being “early” in seeing how marketing is changing is often misunderstood as being wrong How to manage negativity on social media while staying focused on your goals Usi…

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[repost]: A Demand Capture Master Class, Thinking Like An Investor, and DIY & Native Creative 1:11:36

5M ago1:11:36

1:11:36

Demand capture gets a bad rap. But we know how important it is. We’re just trying to change how it’s utilised for the better! This week we’re joined by Silvio Perez, who shares his amazing and practical insights on another great use case for demand capture channels, scaling and getting the initial boost you need to build your demand creation engine…

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RV230 - MUST LISTEN: 2025 GTM Predictions (and Beyond) 41:16

5M ago41:16

41:16

In this episode, Chris Walker talks with hosts Mikkel Kiærulf Plæhn and Toni Hohlbein about the GTM challenges B2B companies face. He shares common mistakes companies are making, how to better use data for decision-making, and predictions for what the future of GTM looks like. Key topics from this episode: Why unit economics at the top of the funne…

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[repost]: Mind Tricks in B2B Marketing part 1: Reciprocity & Commitment & Consistency (behavioural science) - Be The Best 33:38

5M ago33:38

33:38

Neuroscience and B2B marketing. It seems like there’s a wide gulf between the two only the biggest of businesses and industry experts can bridge in their work. But that’s not true! All you need is the knowledge of the key principles and some examples to help guide your thinking as you start to apply these ideas to better frame your own marketing ef…

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RV229 - The 2025 B2B Content Playbook 52:46

5M ago52:46

52:46

In this episode, Chris Walker joins a live event by Finn Thormeier to share his current approach to content, and what it takes to create a B2B content strategy in 2025 that actually works. Topics covered in this episode: Chris’s current content approach and strategy while building Passetto The problem with sharing your IP too freely in your content…

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[repost]: How to Turn Customers into Advocates: Unlocking the Power of Customer Advisory Boards (CABs) to Grow Faster 1:04:22

5M ago1:04:22

1:04:22

CABs, Customer Advocacy Boards. Little known wonders of the B2B marketing toolkit. While they’re not right for every business and for every stage of growth, it’s an important one to cover off. Because it could help you close the loop on the growth cycle. We get another truly helpful expert, this time in CABs, to come talk to us all about it in this…

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RV228 - The Portfolio Approach to GTM Investments | Go To Market Live Episode 41 43:53

5M ago43:53

43:53

In this episode, Chris Walker shares how GTM teams can achieve better results. He breaks down the steps revenue and marketing leaders can take to understand their spending, measure their impact, and drive more effective outcomes. Key topics include: Transitioning from growth-at-all-costs to efficiency-first strategies The critical role of financial…

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[repost]: #55: Rand Fishkin - Why Marketers Need To Play The Long Game And Be Helpful, The Limitation of Personas, How To Start Creating Demand 1:06:03

5M ago1:06:03

1:06:03

Our guest this week almost needs no introduction! Setting aside the fanboying from us, our guest share some real marketing wisdom that we’re sure everyone can benefit from! Rand Fishkin, probably well known to most of our listeners, is the founder of SparkToro - an audience research tool that we’ll get into more in the episode. He’s also the Cofoun…

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RV227 - MUST LISTEN: Solving GTM Efficiency | Go To Market Live Episode 40 50:03

6M ago50:03

50:03

In this episode, Chris Walker shares why many companies have GTM efforts that fail to deliver the expected results, which can often result in missing out on hundreds of millions of dollars of shareholder value. He breaks down the root causes—disconnected teams, poor data, and misaligned goals—and provides actionable steps to address them. Key topic…

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[repost]: The Power of Education in B2B Marketing | How to Build An Education Ecosystem 40:34

6M ago40:34

40:34

Explore the power of building an education ecosystem and discover how leading brands like HubSpot and Segment have mastered this approach. Learn about the Five B Framework and how it can transform your marketing strategies. As we get into further areas of study, one such area to look further into is education ecosystems. Why do companies invest so …

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RV226 - How To Fix The Broken Revenue Factory 49:04

6M ago49:04

49:04

In this episode, Chris Walker talks with host Nick Flamini about practical ways to improve go-to-market strategies, strengthen the connection between finance and marketing, and make small teams more effective with AI. Key topics include: Why CFOs should lead the go-to-market planning model that drives how marketing operates. The inefficiencies in t…

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#166: Stop Selling, Start Advising: the Secrets to Linkby's Incredible Growth - Co-Founder Adrian Fagerlund 44:29

6M ago44:29

44:29

In this episode, we sit down with Adrian Fagerlund, co-founder of Linkby, to explore how his revolutionary ad-tech platform is changing the game for brands and publishers. Linkby connects brands with the world's most prestigious publishers in record time while focusing on performance and measurability. Learn how Linkby has scaled globally, their ap…

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RV225 - The Future of AI in GTM | Go To Market Live Episode 39 53:40

6M ago53:40

53:40

In today's episode, Chris shares how AI will completely redefine GTM strategies over the next 18 months, including its impact on RevOps, marketing efficiency, and SaaS companies overall. Key topics include: How AI is transforming low-level marketing, design, and ops roles. The shift towards smaller, AI-enabled teams with higher efficiency. Why "fre…

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#165: Outbound Sales Isn’t Dead—You’re Just Doing It Wrong: Lessons from Ryan Reisert 45:13

6M ago45:13

45:13

We’re thrilled to have Ryan Reisert on this episode of The B2B Playbook! Ryan is an outbound sales coach, go-to-market consultant, and author of "Outbound Sales, No Fluff." He shares the secrets behind Phone Ready Leads—a revolutionary system that increases connect rates while saving time. In this episode, we explore Ryan's journey, the math behind…

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RV224 - Listen To My Coffee Meeting (Advice For Founders) 46:34

6M ago46:34

46:34

Today’s episode is possibly the most unique episode ever published on Revenue Vitals. It's the audio from a private coffee meeting I had with an entrepreneur who is looking to start an agency. Note - You will only be able to hear my audio, but I think you’ll get a lot of value from it. I shared my recent learnings around topics like: Lessons learne…

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#164: Could Reddit Work as a B2B Demand Generation Channel? 33:30

6M ago33:30

33:30

In this episode, we explore whether Reddit can truly serve as a powerful demand generation channel for B2B marketers. We dive into the potential of Reddit, why it’s gaining momentum in B2B, and how marketers can make the most of its unique community-driven platform. We also share real-life examples, common pitfalls, and strategies to test the water…

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RV223 - Evolving The CMO Role (Art vs. Science) 46:03

7M ago46:03

46:03

In today’s episode, I’m sharing my interview on The Long Game podcast where we covered a variety of great topics like: Being Misunderstood on LinkedIn Attribution is a Tool (Not the Answer) Reimagining the Role of the CMO Demand Creation vs. Brand Awareness Bootstrapping vs. Venture Capital Why SaaS + Services is a Great Model LinkedIn's B2B Potent…

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