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How to Communicate Differentiation by Leading with Customer Value

Navigating the B2B Landscape In the dynamic world of enterprise companies, effectively communicating your differentiated value is a paramount factor in establishing a strong market presence. Our CEO Gavin Finn had the opportunity to chat with GE HealthCare’s Chief Strategy and Marketing Officer Andy DeLaO on The B2B Engagement podcast. The conversation delved into how focusing on one customer at a time and solving that person’s or organization’s challenge to provide the most value should drive marketing strategy and message. In this podcast, Andy DeLaO, Chief Strategy and Marketing Officer at GE HealthCare, outlines his multi-year plan to help overcome healthcare challenges and simplify GE HealthCare’s complex marketing, infusing trust and maintaining an authentic human touch through a customer’s problem-solving…

Beating the Marketing Odds

Exceeding Targets Despite Reduced Budgets Delayed decision-making. Disappearing budgets. Inability to motivate customers to change. Struggles to meet KPIs. B2B marketing is in for a wild ride in 2024 (according to Forrester… and anyone we speak with.) In this on-demand webinar, you will learn how marketing needs to evolve in prioritizing revenue generation through customer-centric strategies and interactive experiences. Marketing as a Revenue Driver: Demonstrate a clear correlation between marketing and corporate objectives. Shift in Competitive Strategy: Prioritize customer experience over price. Customer Engagement and Experience: Implementing value-driven interactions in marketing strategies and moving beyond traditional tactics. New Marketing Strategies: How interactive experiences are effective at engaging customers across channels. Interactive Experiences: Allow customers to self-discover at their own pace.…

Feb 7, 2024

How B2B Companies Are Navigating the 2024 Marketing Landscape

In the evolving B2B landscape of 2024, European companies face a pivotal transformation driven by shifting customer engagement dynamics. Gavin Finn, CEO of Kaon Interactive, identifies the primary challenge as the demand for heightened digital customer engagement, necessitating a departure from traditional in-person interactions. Adapting to this change is crucial, particularly for historically risk-averse European companies. Finn emphasizes the need to reevaluate the approach to customer connection, advocating for international acquisition opportunities over a solely geographic and culturally proximate focus. Despite the shift, companies must navigate GDPR compliance challenges related to data collection for marketing purposes. The key to overcoming these challenges lies in prioritizing customer self-service and hybrid engagement platforms. Finn underscores the importance of empowering customers through interactive…

Empathetic Selling in a Complex Buyer’s Journey

The B2B Engagement Podcast with GE HealthCare Guest: Andy DeLaO, Chief Strategy and Marketing Officer at GE HealthCare Hosted by Gavin FinnEdited by Dana PolihovskyOriginal music by Andrew Strout Listen and subscribe to The B2B EngagementApple Podcasts | Spotify | Google Podcasts In this episode, Andy DeLaO delves into his multi-year change management plan, exploring the significance of patient-centric (and customer-centric) approaches, evolving B2B engagements, and the need to align and inspire teams. Discover how GE HealthCare transformed the complex healthcare landscape into simple, effective marketing that adds trust and maintains an authentic human touch through a customer's problem-solving journey. The B2B Engagement Podcast is powered by Kaon Interactive. Join us as we explore the latest insights, real-life challenges, and…

Differentiating a B2B Brand in Sales & Marketing

The B2B Engagement Podcast with SES Guest: Aaron Graham, Senior Vice President of Marketing & Sales at SES Hosted by Gavin FinnEdited by Dana PolihovskyOriginal music by Andrew Strout Listen and subscribe to The B2B EngagementApple Podcasts | Spotify | Google Podcasts In this episode, Aaron Graham discusses the intricacies of brand building, B2B complexities, and the evolving landscape of sales and marketing strategies. Discover insights on aligning sales with marketing, redefining brand promises, innovative solutions in delivering stable infrastructure, and the ongoing journey of organization transformation. The B2B Engagement Podcast is powered by Kaon Interactive. Join us as we explore the latest insights, real-life challenges, and practical solutions through in-depth conversations with IT, life science, and industrial industry thought…

4 Ways B2B Brands Will Differentiate Themselves In 2024

Gavin Finn, CEO of Kaon Interactive, recently shared his insights with John Hall, senior contributor at Forbes, on how B2B companies can stand out from the competition and stay ahead of the curve by creating immersive digital experiences. These experiences better engage customers and bring value to companies' products and services. Most notably, Gavin stated, “B2B prospects and customers will expect a seamless experience across various analog and digital channels, including self-service digital (web) applications, mobile apps, immersive experiences (virtual reality and augmented reality), and live, face-to-face engagements such as trade shows and in-person sales meetings.”

Fortune 500 CEOs’ Concerns for B2B Sales & Marketing in 2024

Innovators with Jane King Gavin Finn, CEO of Kaon Interactive, shares insights with Jane King on B2B sales and marketing trends, emphasizing the evolving landscape influenced by short-term economic factors and a long-term shift towards digital engagement. In response to the changing buyer behavior, where customers seek more self-research before engaging with salespeople, Kaon provides a consistent customer engagement platform for interactive experiences at every touchpoint. Core Takeaways Digital Engagement Dominance: Long-term trends indicate a shift towards digital engagement, where buyers conduct extensive research independently. Companies need to adapt to this changing landscape to remain competitive. Convergence of Marketing and Sales: There is a growing convergence of marketing and sales, requiring a shift in behavior for salespeople. The focus is…

Leveraging Marketing to Build Trust

The B2B Engagement Podcast with Diasorin Guest: Joel Cowen, VP of Commercial Immuno at Diasorin Hosted by Gavin FinnEdited by Dana PolihovskyOriginal music by Andrew Strout Listen and follow The B2B EngagementApple Podcasts | Spotify | Google Podcasts In this episode, Gavin delves into the world of consultative selling with Joel Cowen. Joel shares insights into how the landscape of B2B engagement is evolving. He also talks about the transformations Diasorin, a global diagnostics company, has undergone in aligning marketing and sales teams, understanding customer needs, and creating a consultative approach. The B2B Engagement Podcast is powered by Kaon Interactive. Join us as we explore the latest insights, real-life challenges, and practical solutions through in-depth conversations with IT, life science,…

Training Videos and Tradeshow Best Practices

Summary: The following guide outlines proven exhibitor best practices when using solutions such as the Virtual Rack configurator Pre-Conference Generate Awareness: Leading up to tradeshows, promote Celestica's presence in the exhibitor expo. Leverage social media, email marketing, your website, and other channels to create anticipation and incentivize attendees to visit your booth. Several companies will post on LinkedIn sharing new products/services, booth number and value messaging. Be sure to include the tradeshow tags in your post, e.g. #SC23, #supercomputing Pre-Conference Product/Demo Trainings: Train Celestica's exhibit booth staff comprehensively on showcase products, demos, key messages, and effective communication techniques to ensure they are knowledgeable and confident in representing the brand Practice: Encourage all booth staff to familiarize themselves with the structure,…

SPS Roundtable: Managing Sales & Marketing’s Digital and Cultural Transformation

Industrial Executive Discussion Digital leaders are 3x more likely to overcome pressures from ambitious targets, change management, and rigid mentalities. But what defines a digital leader, and how are sales and marketing leaders embracing change to achieve these necessary accelerations that allow their business not only to survive but thrive? Join a select group of industry peers for a breakfast roundtable before SPS to discuss where executives can thrive over the next 12 months. For registration details, please click here to email Dana Polihovsky. Discussion Topics Adapting to change (complexity, competition, consolidation, etc.) Sustaining innovation during rapidly changing times Better serving customers’ experience requirements across generations Elevating product sellers to consultative, outcome-based, value advisors Transformation in general (human transformation)

Oct 23, 2023

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Blurring Traditional Sales Boundaries

The B2B Engagement Podcast with IBM Guest: Marc Weber, VP of Global Sales at IBM Hosted by Gavin FinnEdited by Dana PolihovskyOriginal music by Andrew Strout Listen and follow The B2B EngagementApple Podcasts | Spotify | Google Podcasts In this insightful conversation about sales' role in the customer journey, Gavin Finn and Marc Weber explore critical topics and actionable insights. Foremost, they emphasize the importance of empathy and authenticity in sales. Building trust with customers hinges on understanding their needs and being genuinely transparent. As the conversation unfolds, it becomes evident that the shift from transactional sales to a relationship-oriented approach is crucial. This shift means breaking down silos and aligning product marketing, product management, and sales to focus on…

Stop selling. Start problem-solving. | Live Podcast

Did you know that 55% of B2B sales and marketing leaders lack confidence in their team's ability to deliver consistent and compelling selling experiences? (Forrester Consulting report) Join Andrew DeLaO, Chief Strategy & Marketing Officer at GE HealthCare, and Gavin Finn to discuss: Creating an actionable, multi-year transformation plan What starting and ending with a patient looks like - from a marketing perspective Closing the gap between sellers and compelling sales experiences Refocusing sellers on customer needs  Engaging high-level stakeholders in sales conversations Get your questions answered LIVE! For every participant on the live podcast, we will donate $10 to the Dana-Farber Cancer Institute!

Oct 10, 2023

6 Podcasts With Strategic Insights for CEOs

Source: Inc. In a fast-paced business culture where time is precious, podcasts have emerged as a valuable resource for CEOs to learn on the go. Joel Comm, for Inc., recently identified the top six podcasts that provide executive-level strategic insights. Among such greats as "The Tim Ferriss Show" and "Masters of Scale," Comm included "The B2B Engagement Podcast" by Kaon Interactive. This monthly podcast, hosted by Kaon's CEO Gavin Finn, provides innovative strategies, ideas, and tactics for business leaders in complex B2B environments. It discusses personalized customer experiences, technology use in customer engagement, and the role of content marketing in B2B sales. So far, guests include leaders from IBM, SDI, HPE, and TE Connectivity. For busy CEOs, these podcasts offer…

The Art of the Digital Sales Room

“By 2026, 30% of B2B sales cycles will be managed through digital sales rooms, which will then be used to manage the customer life cycle.” -- Gartner In today’s ruthless sales environment, Digital Sales Rooms (DSRs) allow B2B companies to provide buying teams with a curated, self-service buying experience. As a critical ally to the sales team, marketing plays a crucial role in designing standout DSRs that allow buyers to research independently and help reps sell. (Forbes) Why limit yourself to a DSR when you can create a Digital Customer Experience for your buyers? Digital Environments Virtual Reality (and Non-Immersive VR) Interactive Storytelling