The New Rules of B2B Marketing: How to Win with Differentiation and Value, Not Volume

Revenue Boost: A Marketing Podcast

"Deeper ICP understanding solves 99% of your marketing problems including differentiation. Most B2B teams scratch the surface with outdated personas and miss the real insights that drive action. When you truly understand your audience, their pain points, their priorities, and what keeps them up at night you unlock messaging that resonates, content that converts, and positioning your competitors can’t copy.” Tom Shapiro, CEO of Stratabeat In this episode of Revenue Boost: A Marketing Podcast, titled The New Rules of B2B Marketing: How to Win with Differentiation and Value, Not Volume, host Kerry Curran welcomes back Tom Shapiro, CEO of Stratabeat and author of Rethink Lead Generation, for a high-impact conversation about what’s no longer working in B2B marketing and what to do instead. Tom shares what he’s hearing from CMOs and growth leaders across the industry: the old B2B marketing playbook built on volume, vanity metrics, and outdated tactics is dead. Today, differentiation and deep audience understanding are the new non-negotiables. Together, Kerry and Tom explore the modern marketer’s biggest challenges: cutting through the noise, adapting to evolving buyer behavior, and building strategies that go beyond tactics to deliver lasting revenue impact. You’ll learn: Why deeper ICP research is the foundation of everything from differentiation to content strategy How to use original research to create market-leading content, build thought leadership, and feed your demand gen engine What most teams get wrong about SEO and how to leverage it strategically even as AI reshapes the SERP How to identify high-intent website visitors and activate personalized outreach within 24 hours The power of CRM win/loss analysis, sales call listening, and real-time behavioral data in shaping smarter campaigns Tom also shares how marketers can partner more closely with sales to uncover fresh insights, sharpen messaging, and continuously improve website performance to reflect what truly matters to their buyers. Whether you're a CMO at a scaling SaaS company or a demand gen leader trying to drive pipeline in a saturated market, this episode delivers practical, proven ways to rethink your strategy, realign with your audience, and win with value not just volume.🎙️ Thanks for tuning in! Struggling with flat or slowing revenue growth? You’re not alone. That’s why Revenue Boost: A Marketing Podcast brings you expert insights, actionable strategies, and real-world success stories to help you scale faster. 🚀 🔥 If you’re serious about growth, hit follow, subscribe, and drop a ⭐⭐⭐⭐⭐ rating—it helps us keep the game-changing content coming! New episodes drop regularly—don’t miss out! 🎧 Follow us on Apple Follow us on Spotify Watch on YouTube Read Revenue Boost: A Marketing Podcast transcripts. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. RBMA specializes in business transformation to drive revenue growth. We lead companies move from an ABM strategy to a company wide Go-to-Market program that sets you up for sustainable, year-over-year revenue growth. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.