11 Minutes with Octane11: a B2B Marketing Mini-Podcast

Episode 21: Andy Groller (Dragon360) on Navigating Paid Media and Getting Real About B2B Measurement

Dan Rosenberg & Stephany Shelton — Tue, 10 Jun 2025 08:45:00 -0400

In 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 Reporting

01:48 Misleading Industry Benchmarks

03:33 Common Pitfalls in Paid Media

07:19 Evaluating Individual Channels

11:06 Role of AI in Marketing

16:13 Aligning Sales and Marketing

20:28 Building an Effective B2B Strategy

23:41 Conclusion and Key Takeaways

Episode 20: Christie Johansen-Pinney (DEPT®, The Marketing Practice) on Key Metrics Across the Campaign Lifecycle

Dan Rosenberg & Stephany Shelton — Wed, 30 Apr 2025 08:30:00 -0400

In 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 Reporting

01:38 Welcome Christie Johansen-Pinney

01:46 Complexity of B2B Measurement

04:05 Tools and Techniques

09:22 Evaluating Channel Performance

14:08 Advice for B2B Marketers

15:11 Conclusion and Wrap-Up

Episode 19: Lynn Tornabene (Anteriad, Oracle, Google) on ABM Measurement and Picking Your Metrics

Dan Rosenberg & Stephany Shelton — Thu, 20 Mar 2025 09:00:00 -0400

In 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 Tornabene

02:07 Anteriad's Unique Approach

03:59 Measuring Success in B2B Marketing

05:06 Insights on Marketing Lift

05:51 Challenges in Data Integration

08:39 Lynn's Experience at Oracle

10:35 Key KPIs for B2B Marketing

12:09 Magic Wand for Improving Marketing

Episode 18: Paul Knegten (Outbrain, Comcast, Beeswax) on Keeping it Simple and Being More Hands-On

Dan Rosenberg & Stephany Shelton — Thu, 06 Feb 2025 09:30:00 -0500

In 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 Reporting

01:24 Guest Introduction: Paul Knegten

02:02 Challenges in B2B Marketing

02:35 Comparing B2B and B2C Marketing

03:38 Simplifying Marketing Processes

04:50 The Role of Data in Marketing

08:14 Critique of Marketing Automation

14:16 Personalized Marketing Strategies

16:58 Conclusion and Future Episodes

Episode 17: Sanjay Vasdev (LinkedIn, Facebook, MSFT, Conversant) on ROI, Personalization & Measurement Maturity

Dan Rosenberg & Stephany Shelton — Wed, 30 Oct 2024 08:30:00 -0400

In 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 Vasudev

01:39 Sanjay's Career Journey

03:56 Challenges in B2B Marketing

07:05 Top Tips and Tools for ABM

11:26 Personal Insights and Wins

12:24 LinkedIn’s Measurement Maturity Index

14:21 Conclusion and Key Takeaways

Episode 16: Emilie Lee (Just Global, AXM fka MediaMatters, OMD) on Deploying AI, B2B Measurement & the Power of Roadmaps

Dan Rosenberg & Stephany Shelton — Wed, 02 Oct 2024 08:30:00 -0400

In 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 Lee

00:56 Emily's Career Journey

01:46 AI Implementation at JustGlobal

02:16 Challenges in B2B Marketing

03:28 Effective Tools and Tactics

05:09 Common Mistakes in B2B Marketing

06:36 Wish for a B2B Marketing Tool

07:34 Recent Wins and Personal Passions

08:59 Frameworks for Decision Making

11:17 Conclusion and Key Takeaways

Episode 15: Jeremy Kagan (Textbook Ventures, Columbia/NYU/Cornell Prof, Pricing Engine) on Content, AI & IRL

Dan Rosenberg & Stephany Shelton — Wed, 21 Aug 2024 08:30:00 -0400

In 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 Kagan

00:53 Jeremy's Journey and Current Work

02:44 Biggest Challenges in B2B Marketing

03:19 Cutting Through the Noise

04:06 Innovative Tools and Campaigns

05:48 Common Mistakes in B2B Marketing

06:52 Wishes for B2B Marketing Tools

09:30 Recent Wins and Personal Highlights

11:14 Frameworks and Mindsets for Success

13:32 Podcast Recap and Closing Remarks

Episode 14: Brandon Rhoten (GroundTruth, Wendy’s, Potbelly, Merkle) on Starting with the Big Idea

Dan Rosenberg & Stephany Shelton — Tue, 02 Jul 2024 08:30:00 -0400

In 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 Rhoten

01:01 Brandon's Journey in Marketing

02:13 Challenges in B2B Marketing

03:00 Successful Campaigns and Tools

04:28 Common Mistakes in B2B Marketing

06:34 Some Wins in Marketing and Life

08:09 Effective Frameworks and Processes

11:09 Recap and Closing Remarks

Episode 13: Terrence Richardson (Derivative Path, CME Group, HSBC) on AI Tools and Value Props First

Dan Rosenberg & Stephany Shelton — Thu, 06 Jun 2024 08:15:00 -0400

In 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 Richardson

01:01 Terrence's Background in B2B Marketing

01:51 Biggest Challenges in B2B Marketing

02:46 Effective Tools and Tactics

04:32 Common Mistakes in B2B Marketing

06:37 Recent Wins and Success Stories

07:40 Frameworks for Decision Making

09:27 Conclusion and Key Takeaways

Episode 12: Hannah Budreski (Nasuni) and Jessica Fernandez (Rapid7) Live from The Imaginarium Summit

Dan Rosenberg & Stephany Shelton — Wed, 15 May 2024 10:54:24 -0400

In 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 Reflections

00:41 Season 1 Recap: Guests and Themes

02:07 Kicking Off Season 2 with Insights from the Imaginarium Summit

02:54 Deep Dive: Leveraging Events and Sponsorships in B2B

04:30 Challenges and Strategies in B2B Marketing

09:09 The Future of Events in B2B Marketing

11:14 Wishing for the Perfect B2B Marketing Tool

12:21 Wrapping Up: Quick Insights in 11 Minutes

Episode 11: Mike Romoff (Google, LinkedIn, IDG, Hulu, 360i) on Emotion and Impact in B2B

Dan Rosenberg & Stephany Shelton — Tue, 30 Apr 2024 08:35:00 -0400

In 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 Romoff

01:01 Mike's Background and Current Work

01:50 Challenges in B2B Marketing and Solutions

05:20 Emotional Decision-Making in B2B Marketing

08:07 The Dream Tool for B2B Marketers

10:32 Personal Wins and Team Impact

Episode 10: Dan Mott (MarketingOps.com, SIX3MEDIA) on B2B Community and Uncovering the Truth

Dan Rosenberg & Stephany Shelton — Wed, 17 Apr 2024 08:35:00 -0400

In 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 Journey

[10:52] Wrapping Up: Insights and Takeaways

Episode 9: Rachel Squire (MOBI Solutions, 2x Marketo Champion) on B2B Analytics and Prioritization

Dan Rosenberg & Stephany Shelton — Tue, 02 Apr 2024 08:30:00 -0400

In 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 and MOBI Solutions

01:49 The Biggest Challenges in B2B Marketing

03:58 Effective Tools and Tactics in B2B Marketing

05:35 Common Misconceptions in B2B Marketing

06:46 The Dream Tool for B2B Marketers

09:04 Teaser for a New Marketing Starter Pack

Episode 8: Nicole Silver (Volta Charging, Button, Moat, Operative) on B2B Storytelling and Strategy

Dan Rosenberg & Stephany Shelton — Tue, 12 Mar 2024 08:30:00 -0400

In 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 Silver

02:36 The Complex World of B2B Marketing

04:14 Leveraging Technology in Marketing

07:01 Rethinking B2B Marketing Strategies

07:55 The Power of Audience-Centric Marketing

08:43 Wishes and Wins in B2B Marketing

13:06 Reflecting on Key Takeaways

Episode 7: Marc Johnson (Bombora, Resonate, Experian) on Purpose, Internal Marketing and Mindshare

Dan Rosenberg & Stephany Shelton — Wed, 21 Feb 2024 08:30:00 -0500

In 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 Welcome

01:01 Mark's Journey into Marketing

03:42 Effective Tools and Tactics in B2B Marketing

05:13 Common Misconceptions in B2B Marketing

07:04 The Need for a Visualization Tool in B2B Marketing

08:49 Recent Wins and Gratifying Moments

10:02 Wrap-up and Key Takeaways

Episode 6: Becky Breen (Connatix, PlaceIQ, Magnetic) on Marketing Across the Funnel and Taking Risks

Dan Rosenberg & Stephany Shelton — Tue, 06 Feb 2024 08:40:00 -0500

In 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 Welcome

01:15 Becky's Background and Current Role

01:57 Challenges in B2B Marketing

03:05 Effective Tools and Tactics

04:46 Gaps in Current Tools

05:44 Common Misconceptions in B2B Marketing

07:23 Recent Wins and Creative Approaches

Episode 5: Alex Lakin (Encore Digital) on 3P Cookie Deprecation and Humor in B2B Marketing

Dan Rosenberg & Stephany Shelton — Tue, 23 Jan 2024 08:07:35 -0500

Octane11, 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 Introductions

01:06 Alex Background and Current Role

02:30 Challenges in B2B Marketing

02:37 Impact of Signal Loss in Chrome

05:59 Wish for a Unified Reporting Platform

07:23 Common Mistakes in B2B Marketing

09:42 Conclusion and Sign Off

Episode 4: Dan Silver (Session AI, GroundTruth, PlaceIQ) on B2B Storytelling and Breaking Down Silos

Dan Rosenberg & Stephany Shelton — Tue, 19 Dec 2023 08:35:41 -0500

In 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 00:06

2. Getting to Know Dan Silver: A Marketing Expert's Journey 00:53

3. Challenges and Solutions in B2B Marketing 01:56

4. Effective Tactics and Tools for B2B Marketing 03:21

5. The Power of Storytelling in B2B Marketing 05:09

6. Personal and Professional Wins: A Glimpse into Dan's Recent Successes 07:10

7. Conclusion and Farewell 08:12

Episode 3: Scott Stedman (The Imaginarium, Havas, MDC) on Breakthrough B2B Creative and Tactics

Dan Rosenberg & Stephany Shelton — Tue, 12 Dec 2023 08:49:04 -0500

In 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 Tools and Tactics (6:46 - 10:37)
5. Complexity of B2B Buying Committees (10:37 - 13:59)
6. Latest News from the Imaginarium (13:59 - 16:04)

Episode 2: Putney Cloos (Cision, Amex, McKinsey, Kraft) on B2B Collaboration and Connecting with Humans

Dan Rosenberg & Stephany Shelton — Tue, 28 Nov 2023 08:45:25 -0500

In 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.

00:32 Introducing Our Guest: Putney Cloos
01:02 Putney's Background and Latest Role
02:01 Challenges in B2B Marketing
04:18 Anecdote about the Value of Intent Data
05:59 Common Mistakes in B2B Marketing
08:06 Desire for a Benchmarking Tool
09:52 One Win - Slow Down to Go Fast
11:25 Recap and Closing Remarks

Episode 1: Julie Bernard (Lily.ai, Macy's, IAB, DMA) on B2B Dark Social, Favorite Martech Tools, Story Telling and more.

Dan Rosenberg & Stephany Shelton — Mon, 13 Nov 2023 21:26:13 -0500

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 Bernard
00:50 Julie's Background and Current Work
01:45 Challenges in B2B Marketing
04:27 Tools and Tactics for B2B Marketing
07:45 Common Mistakes in B2B Marketing
09:46 Closing Remarks and Future Episodes