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Engaging B2B Customers in a Digital-First World

In the evolving B2B sales landscape, traditional methods like cold calls and lengthy in-person meetings are dwindling. Instead, buyers now conduct significant online research before engaging with sales teams. With 80% of B2B purchases predicted to be made through digital channels by 2025, B2B companies must adapt for a digital-first approach. Gavin Finn, CEO of Kaon Interactive, highlights that B2B buyers often disengage from traditional sales interactions until they are 70% through their buying journey. This disengagement stems from information overload and the myriad of decision-makers in buying groups. How to Adapt? Focus on Value-Centric Engagement Interactive Content: Use tools like ROI calculators, personalized demos, and data-driven case studies to educate and engage prospects early. Personalization: Tailor marketing messages to…

2024 H2 Impact: Achieve Sales & Marketing Goals in an Omnichannel Buying Journey

When everything seems to be a priority, what are executives focusing on? As we dive into preparations for the second half of 2024, the demand to meet immediate marketing and sales objectives remains pronounced. The challenges are clear: Spending Scrutiny: Budgets are under intense scrutiny, demanding every euro spent be justified with a tangible return on investment. Resource Limitations: Balancing short-term objectives with long-term innovation and growth with limited resources. Rapid AI Developments: As AI advances swiftly, customer expectations are rising, requiring businesses to keep pace with the evolving digital landscape. Changing Buyer Dynamics: Larger buying groups, a desire for self-discovery, and the need to influence buyers across channels before they purchase are reshaping the B2B buying journey. We invite…

May 10, 2024

From Tactical to Strategic B2B Marketing

The B2B Engagement Podcast with Ciena Guest: Rebecca Smith, CMO at Ciena Hosted by Gavin FinnEdited by Dana PolihovskyOriginal music by Andrew Strout Listen and subscribe to The B2B Engagement podcast!Apple Podcasts | Spotify | Google Podcasts In this episode, Gavin dives into the dynamic world of B2B marketing transformation with Rebecca Smith, CMO at Ciena. Rebecca shares her journey from consumer goods to high-tech B2B marketing, revealing invaluable insights along the way. Explore how marketing is evolving from a tactical function to a strategic sales partner, and learn practical strategies for nurturing customer relationships, crafting compelling narratives, and fostering collaboration between marketing and sales teams. The B2B Engagement Podcast is powered by Kaon Interactive. Join us as we explore…

Are Company Leaders Keeping Up with AI?

How are company leaders keeping up with AI integration? Kaon Interactive CEO Gavin Finn discusses this and assesses the sales landscape for this year. He also talks about concerns for company leaders as the second quarter begins. Topics include: How to use digital platforms as a competitive weapon The need to define and better communicate differentiated value to your buyers Why digital customer engagement strategies are helping drive market share Keeping up with AI and using it for customer personalization

10 Strategic Questions Every B2B CEO Must Ask in 2024

In the digitized B2B marketplace, CEOs must sharpen their digital platforms into a competitive advantage to address the complexities of a multi-stakeholder environment where digital channels increasingly dominate buyer interactions. Jon Stojan, in Digital Journal, underscores the urgency for strategic overhauls in sales and marketing approaches, with Gavin Finn of Kaon Interactive emphasizing key questions that probe the digital readiness of a company and its distinct value proposition in the market. Leaders are urged to consider how their digital presence can outshine rivals and be a strategic asset to attract and retain customer attention. Finn's pivotal question is how a company's differentiated value positions them uniquely in the market — and, crucially, how this differentiation is conveyed compellingly to buyers…

B2B CMO Insights on Omnichannel Buyer Empowerment

Estimated Reading Time: 10 minutes TL;DR B2B marketing leaders are realigning strategies to meet the rapid changes of digital transformation, customer needs, and AI advancements. Key trends indicate a move towards "sales-free," self-service buying, which demands personalization and customer empowerment akin to B2C experiences. Industry experts featured on our podcast highlight the shift from product selling to delivering customer-desired outcomes, fostering a 'business-to-human' approach. To stay competitive, B2B marketers need to create cohesive narratives across all channels, focus on building customer relationships, and tear down interdepartmental barriers. Successful B2B leaders will innovate and treat customers as collaborative partners, ensuring a consistent, value-driven journey. In the fast-paced world of B2B marketing, adapting to change is not just a buzzword—it's an operational…

AI and Storytelling in B2B Marketing

The B2B Engagement Podcast with Kigen Guest: Vincent Korstanje, CEO at Kigen Hosted by Gavin FinnEdited by Dana PolihovskyOriginal music by Andrew Strout Listen and subscribe to The B2B Engagement podcast!Apple Podcasts | Spotify | Google Podcasts In this compelling episode, Gavin sits down with Vincent Korstanje to unravel the complex world of executive go-to-market strategies in the rapidly evolving technology and business landscape. Vincent shares his journey from a technical expert to a leader passionate about the human dimension of business. He highlights the pivotal moments that shaped Kigen's innovative approach to IoT security. Delve into: The importance of customer-centric problem-solving The cultivation of a high-trust, mistake-friend company culture The future of AI's role in decision-making This episode is…

Sales & Marketing Target Attainment through Market Share Growth

Industrial Executives Roundtable at Hannover Messe According to McKinsey, European businesses are falling behind the U.S. in innovation and competitiveness in 2024.However, the pressure to deliver short-term marketing and sales goals continues with spending scrutiny, resource limitations, and rapid AI developments changing customer expectations.  In times like these, the most dangerous move is taking a conservative “wait and see” approach. It’s time to move fast, think boldly, and be willing to pivot. (Forrester) Join a select group of industry peers for a knowledge-sharing discussion about the changes needed to enable business growth in Europe. Transportation to Hannover Messe post-event will be provided. Discussion Topics Adapting to change (complexity, competition, consolidation, etc.) Sustaining innovation during rapidly changing times Better serving customers’…

Feb 27, 2024

Scaling For Hypergrowth | Live Podcast

Using Sales & Marketing Digital Transformation for Growth According to a Prophet report, 54% of digital transformation efforts focus on modernizing customer touchpoints, while 45% go to enabling infrastructure. However, what can we learn from B2B digital transformation sales and marketing leaders on scaling hypergrowth – regardless of industry? Join Francis Chow, VP & GM of In-Vehicle Operating System and Edge at Red Hat, and Gavin Finn as they discuss: Lessons learned from digital transformation leaders and laggards Industry-specific needs for attaining sales and marketing digital transformation success Leveraging AI and data to create efficiencies across the enterprise How to overcome infrastructure issues to create stronger differentiation Behavioral transformation barriers (sales, marketing, customer, IT) Get your questions answered - LIVE!

Feb 27, 2024

Orchestrating Marketing’s Various Channels

The B2B Engagement Podcast with Ericsson Guest: Cordula Knüppel, Senior Director of Marketing and Communications Western Europe at Ericsson Hosted by Gavin FinnEdited by Dana PolihovskyOriginal music by Andrew Strout Listen and subscribe to The B2B Engagement podcast!Apple Podcasts | Spotify | Google Podcasts In this episode, Gavin is joined by Cordula Knüppel, Senior Director of Marketing and Communications for Western Europe at Ericsson. Cordula shares insights on building trust in the buyer's journey through effective value storytelling. They discuss her career journey toward orchestrating personalized B2B experiences, navigating the role of AI, building emotional connections, and executing targeted campaigns. The B2B Engagement Podcast is powered by Kaon Interactive. Join us as we explore the latest insights, real-life challenges, and…

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…