Shows
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 21: Andy Groller (Dragon360) on Navigating Paid Media and Getting Real About B2B MeasurementIn this episode of "11 Minutes with Octane11" hosts Dan Rosenberg and Stephany Lang sit down with Andy Groller, President and CEO of Dragon 360. They delve into the complexities of B2B marketing, including the importance of benchmarking, integrating paid media, utilizing AI in workflows and marketing, and bridging communication gaps between sales and marketing teams to drive success.00:33 Focus on ABM Reporting01:48 Misleading Industry Benchmarks03:33 Common Pitfalls in Paid Media07:19 Evaluating Individual Channels11:06 Role of AI in Marketing16:13 Aligning Sales and Marketing20:28...2025-06-1026 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 20: Christie Johansen-Pinney (DEPT®, The Marketing Practice) on Key Metrics Across the Campaign LifecycleIn this episode of '11 Minutes with Octane11', co-hosts Dan Rosenberg and Stephany Lang dive into the complexities of B2B marketing measurement with guest Christie Johansen-Pinney. They discuss the challenges of long sales cycles, multi-faceted attribution, and the disconnect between marketing and sales teams. Tune in for insights on improving data alignment, account-based insights, and effective measurement strategies to enhance your B2B marketing efforts.00:33 Focus on ABM Reporting01:38 Welcome Christie Johansen-Pinney01:46 Complexity of B2B Measurement04:05 Tools and Techniques09:22 Evaluating Channel Performance2025-04-3016 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 19: Lynn Tornabene (Anteriad, Oracle, Google) on ABM Measurement and Picking Your MetricsIn this episode of '11 minutes with Octane11' Dan Rosenberg and Stephany Lang delve into the complexities of ABM reporting with guest Lynn Tornabene, CMO of Anteriad. They discuss measurement challenges in B2B marketing, Lynn's insights from her career, and practical strategies for integrating and optimizing marketing data. The episode touches on technology, metrics, and an anecdote about a company with a dashboard featuring 50 metrics and how this overabundance of data can obscure a clear understanding of the customer journey and investment effectiveness. 01:32 Guest Introduction: Lynn Tornabene02:07 Anteriad's Unique Approach2025-03-2014 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 18: Paul Knegten (Outbrain, Comcast, Beeswax) on Keeping it Simple and Being More Hands-OnIn this episode of '11 Minutes with Octane11,' hosts Dan Rosenberg and Stephany Lang discuss the challenges of B2B marketing measurement and ABM reporting with Paul Knegten, a veteran CMO. They explore why B2B measurement is more complicated than it should be and the importance of personalized, non-automated approaches in effective marketing strategies. This episode offers concrete insights and real-world examples from Paul's extensive experience.00:33 Season Focus: ABM Reporting01:24 Guest Introduction: Paul Knegten02:02 Challenges in B2B Marketing02:35 Comparing B2B and B2C Marketing03:38...2025-02-0618 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 17: Sanjay Vasdev (LinkedIn, Facebook, MSFT, Conversant) on ROI, Personalization & Measurement MaturityIn this episode of '11 minutes with Octane11,' hosts Dan Rosenberg and Stephany Lang talk with LinkedIn’s Sanjay Vasudev, a digital advertising and marketing expert with over 20 years of experience. They discuss challenges and solutions in B2B marketing, the role of data-driven approaches and AI in targeting, sales and marketing alignment, as well as Octane11’s recent LinkedIn integration. Sanjay also shares a recent personal win and LinkedIn’s Measurement Maturity Index. 00:32 Guest Introduction: Sanjay Vasudev01:39 Sanjay's Career Journey03:56 Challenges in B2B Marketing07:05 Top Tips an...2024-10-3015 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 16: Emilie Lee (Just Global, AXM fka MediaMatters, OMD) on Deploying AI, B2B Measurement & the Power of RoadmapsIn this 16th episode of '11 Minutes with Octane11,' Dan Rosenberg and Stephany Lang sit down with Emilie Lee, a B2B analytics expert from Just Global. Emilie shares her journey, insights on B2B marketing challenges, AI's impact, and her passion for fighting Alzheimer's. Tune in for strategies on brand building, overcoming industry norms, and the importance of comprehensive roadmaps.00:31 Guest Introduction: Emily Lee00:56 Emily's Career Journey01:46 AI Implementation at JustGlobal02:16 Challenges in B2B Marketing03:28 Effective Tools and Tactics05:09 Common Mistakes...2024-10-0212 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 15: Jeremy Kagan (Textbook Ventures, Columbia/NYU/Cornell Prof, Pricing Engine) on Content, AI & IRLIn this episode hosts Dan Rosenberg and Stephanie Lang chat with Jeremy Kagan, digital marketing expert and adjunct professor at Columbia Business School. Kagan discusses cutting through the noise in B2B marketing, the role of AI, price transparency, and more. Tune in for actionable insights and real-life examples on innovative B2B marketing strategies.00:31 Guest Introduction: Jeremy Kagan00:53 Jeremy's Journey and Current Work02:44 Biggest Challenges in B2B Marketing03:19 Cutting Through the Noise04:06 Innovative Tools and Campaigns05:48 Common Mistakes in B2B Marketing2024-08-2116 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 14: Brandon Rhoten (GroundTruth, Wendy’s, Potbelly, Merkle) on Starting with the Big IdeaIn this episode hosts Dan Rosenberg and TJ Perrin talk with Brandon Rhoten, CMO at GroundTruth. Rhoten shares his journey across B2B and B2C marketing, the biggest challenges in the B2B space, and effective campaigns, tools, and strategies. They dive into the importance of creative impact, integrating marketing tools, and making decisions driven by core problems and keeping sight of the big idea.00:32 Guest Introduction: Brandon Rhoten01:01 Brandon's Journey in Marketing02:13 Challenges in B2B Marketing03:00 Successful Campaigns and Tools04:28 Common Mistakes in...2024-07-0213 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 13: Terrence Richardson (Derivative Path, CME Group, HSBC) on AI Tools and Value Props FirstIn this episode hosts Dan Rosenberg and Nika Sokolova interview Terrence Richardson, Head of Marketing at Derivative Path. They discuss the unique challenges of B2B marketing, particularly in the finance and fintech sectors, and explore effective tools, strategies, and frameworks such as advanced measurement, AI, and the 3 Cs framework.00:31 Guest Introduction: Terrence Richardson01:01 Terrence's Background in B2B Marketing01:51 Biggest Challenges in B2B Marketing02:46 Effective Tools and Tactics04:32 Common Mistakes in B2B Marketing06:37 Recent Wins and Success Stories07:40 Frameworks...2024-06-0610 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 12: Hannah Budreski (Nasuni) and Jessica Fernandez (Rapid7) Live from The Imaginarium SummitIn this episode, Dan kicks off Season 2 of the podcast with excerpts from an interview with B2B marketing experts Hannah Budreski and Jessica Fernandez at the Imaginarium Summit. They discuss challenges in B2B marketing, leveraging events, sponsorships, and more in just 11 minutes.00:10 Welcome to Season 2: Insights and Reflections00:41 Season 1 Recap: Guests and Themes02:07 Kicking Off Season 2 with Insights from the Imaginarium Summit02:54 Deep Dive: Leveraging Events and Sponsorships in B2B04:30 Challenges and Strategies in B2B Marketing09:09 The Future of Events in B2B...2024-05-1512 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 11: Mike Romoff (Google, LinkedIn, IDG, Hulu, 360i) on Emotion and Impact in B2BIn this episode host Dan Rosenberg and Timothy Perrin talk with guest Mike Romoff about his extensive experience in digital media and advertising. He discusses the challenges in B2B marketing, the importance of emotional connections in decision-making, and the need for better measurement and attribution in the industry.00:40 Special Guest Introduction: Mike Romoff01:01 Mike's Background and Current Work01:50 Challenges in B2B Marketing and Solutions05:20 Emotional Decision-Making in B2B Marketing08:07 The Dream Tool for B2B Marketers10:32 Personal Wins and Team Impact2024-04-3012 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 10: Dan Mott (MarketingOps.com, SIX3MEDIA) on B2B Community and Uncovering the TruthIn this episode, hosts Dan Rosenberg and Timothy Perrin talk with Dan Mott, a social selling expert and co-founder of MarketingOps.com, about the power of relationships for B2B marketing success. The discussion covers community engagement, message market fit, and the importance of collaboration.[0:49] Introducing Dan Mott from MarketingOps.com[1:23] The Power of Relationships in B2B Marketing[3:04] Challenges and Solutions in B2B Marketing[5:00] Collaboration Over Competition: Dan's Strategy[7:10] Navigating the Tool Landscape in B2B Marketing[9:25] The Manifest a Million Challenge: A Personal Journey2024-04-1711 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 9: Rachel Squire (MOBI Solutions, 2x Marketo Champion) on B2B Analytics and PrioritizationIn this episode Dan Rosenberg and Timothy Perrin host a fast-paced discussion with Rachel Squire, founder of Mobi Solutions. They delve into the challenges of B2B marketing, the impact of technology and tools, and the necessity for data-driven decision-making. Rachel shares insights on operational challenges, the evolution of marketing tools like HubSpot, and the importance of focusing on impactful strategies rather than trying to do it all. The interview highlights the complexity and fast-paced nature of the B2B marketing landscape…and teases a new “Marketing Starter Pack” offering coming soon from MOBI Solutions.00:35 Introducing Rachel Squire...2024-04-0211 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 8: Nicole Silver (Volta Charging, Button, Moat, Operative) on B2B Storytelling and StrategyIn this episode hosts Dan Rosenberg and Stephanie Shelton talk with B2B marketing expert, Nicole Silver, about audience engagement, storytelling, technology impact, and strategic approaches. Nicole shares experiences from her career transitions, highlighting the importance of understanding audience needs and the power of technology in marketing. The conversation delves into the intricacies of B2B marketing, emphasizing the significance of prioritizing audience-focused strategies and the evolution of Account-Based Marketing (ABM).00:32 Introducing Nicole Silver02:36 The Complex World of B2B Marketing04:14 Leveraging Technology in Marketing07:01 Rethinking B2B Marketing Strategies2024-03-1214 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 7: Marc Johnson (Bombora, Resonate, Experian) on Purpose, Internal Marketing and MindshareIn this episode, hosts Dan Rosenberg and Stephany Shelton talk with Mark Johnson, a three-time CMO, about the challenges and opportunities in B2B marketing. Mark shares insights on company alignment, tools like Bombora, Qualified and Grammarly, and the importance of marketing to people as humans. He also discusses the need for providing value before asking for a deal and expresses a wish for an AI-powered visualization tool.00:04 Introduction and Welcome01:01 Mark's Journey into Marketing03:42 Effective Tools and Tactics in B2B Marketing05:13 Common Misconceptions in B2B...2024-02-2111 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 6: Becky Breen (Connatix, PlaceIQ, Magnetic) on Marketing Across the Funnel and Taking RisksIn this episode, the hosts, Dan Rosenberg and Stephanie Sheldon, talk with Becky Breen, the SVP of Marketing at Connatix, a next-generation video platform. They discuss the challenges in B2B marketing, the evolution of the sales funnel, the importance of building trust and community, successful tools and tactics like Splash, Showpad and Ceros, and the difficulty of measuring marketing campaigns' true impact. They also talk about the importance of creativity and taking risks in B2B marketing. 00:07 Introductions and Welcome01:15 Becky's Background and Current Role01:57 Challenges in B2B Marketing03:05 E...2024-02-0611 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 5: Alex Lakin (Encore Digital) on 3P Cookie Deprecation and Humor in B2B MarketingOctane11, Stephanie Shelton and Dan Rosenberg welcome Alex Lakin, Biddable Media director at Encore Digital. They discuss the challenges in B2B marketing, including the phasing out of third-party cookies in Google Chrome, the need for a comprehensive reporting platform, and the importance of incorporating the human element into marketing efforts.00:07 Introductions01:06 Alex Background and Current Role02:30 Challenges in B2B Marketing02:37 Impact of Signal Loss in Chrome05:59 Wish for a Unified Reporting Platform07:23 Common Mistakes in B2B Marketing09:42 Conclusion and...2024-01-2310 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 4: Dan Silver (Session AI, GroundTruth, PlaceIQ) on B2B Storytelling and Breaking Down SilosIn this episode, Dan and Steph talk with Dan Silver, a longtime marketing expert. They discuss the challenges in B2B marketing, the importance of storytelling, and the need to define the role of marketing within organizations. They also touch on tools and techniques for integrating marketing insights across departments. Dan shares his recent wins, including getting a new puppy and leading a corporate rebrand. The interview highlights the value of storytelling, collaboration, and adapting to the changing landscape of B2B marketing.1. Introduction and Welcome to the Podcast 00:062. Getting to Know...2023-12-1908 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 3: Scott Stedman (The Imaginarium, Havas, MDC) on Breakthrough B2B Creative and TacticsIn Episode 3 of "11 Minutes with Octane11: a B2B Marketing Podcast" featuring guest Scott Stedman (The Imaginarium, Havas, MDC Partners), hosts Dan Rosenberg and Stephany Shelton talk with Scott Stedman about top challenges, tools, and tactics in B2B marketing. Scott shares insights about his background and the work his team is doing at The Imaginarium. The conversation touches on the complexity of B2B buying committees and the importance of aligning tools with specific goals. 1. Introducing Scott Stedman (0:00 - 1:32)2. Scott's Background and Work (1:32 - 3:38)3. Challenges in B2B Marketing (3:38 - 6:46)4. Finding the Right T...2023-12-1210 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 2: Putney Cloos (Cision, Amex, McKinsey, Kraft) on B2B Collaboration and Connecting with HumansIn Episode 2 of "11 Minutes with Octane11: a B2B Marketing Podcast" featuring guest Putney Cloos (Cision, Amex, McKinsey, Kraft), hosts Dan Rosenberg and Stephany Shelton discuss the biggest challenges and successes in B2B marketing Putney has encountered, some mistakes marketers make, and her search for a tool to evaluate the effectiveness of marketing strategies. Putney highlights the importance of inter-departmental collaboration, dealing with siloed data, the human element in B2B marketing, the useful application of intent data from partners like Bombora and other internal and external sources, and the importance of slowing down to learn more effectively.2023-11-2812 min
11 Minutes with Octane11: a B2B Marketing Mini-PodcastEpisode 1: Julie Bernard (Lily.ai, Macy's, IAB, DMA) on B2B Dark Social, Favorite Martech Tools, Story Telling and more.In the first episode of "11 minutes with Octane 11: a B2B Marketing Podcast" hosts Dan Rosenberg and Stephany Shelton interview B2B expert Julie Bernard (Lily.ai, Macy's, Ad Council, Verve, IAB, DMA). Exploring Julie's career path from B2C to B2B, they discuss key topics in the B2B marketing like "dark social," using more video video, Community Led Growth ("CLG"), the over-gating of content, event ROI, and the importance of telling stories. They also discuss some favorite vendors in the B2B space including Crayon, Navattic, and Gong.00:32 Introducing Our Guest: Julie Bernard00:50...2023-11-1410 min