Many believe lead scanning is dead as tradeshows and events belong to the past in the New Normal after the COVID pandemic. But what Oliver in this little coffee talk is talking about was even amazing Uwe himself, as connoisseur of the industry. It looks like that this topic is the new hidden champion when it comes to self-generated lead development through the clients themselves.  Tune-in and find out how and why clients start developing leads for their suppliers, about how in the...

Uber as the largest mobility company does not own any cars. AirBnB as the words largest accommodation company does not own any hotels. Facebook as the words leading content generator does not create any content itself. So, why do industrial companies still think needing to own their equipment and machines? Maybe because Jeremy Rifkin´s hypothesis about "outdated" top managers is valide? Matthias Schlipf from the Munich University of Applied Science currently runs the biggest study in the...

This third BEST OF of the B2B Marketing Guidbeook podcast episode dives into the ever-more important topic of conent. Uwe is featuring terms such as Content Enablement, Smart Content, Customer Centricity or Contingence-centric Content Management. Tune-in and listen what leading B2B marketing experts such as Alexandra Enders from HILTI, Mark Herten and Johnathan Barrett from PUBLITEK, Lukas Konszuniak from GROW or Olaf Mörk share with us on all these topics.  Tune-in and enjoy! --- Send...

The first BEST OF epiosde was a huge success and multiplied the reach of our B2B Marketing Guidebook podcast. Tune-in and find out which authors are being featured in this second BEST OF and do not miss to learn and profit from their unique experience. Tune-in, enjoy and win! All comments, questions, posts, likes and shares received will be  entered into a draw for five signed copies of the English first edition  of the book. So take the chance and link, share and comment on them and  with a...

Tune-in and win! In recent months, the publisher of the B2B Marketing Guidebook Uwe Seebacher himself, has conducted more than 30 café talks with some of the best and leading international marketing managers and experts. This has resulted in a unique collection of interesting statements, opinions and above all future perspectives. In the coming weeks until the publication of this new, already prior to its publication highly praised standard work in the field of industrial goods marketing, the...

Many more interesting thoughts and perspectives on what industry and B2B markting will need to deal with in the near future are discussed and elborated. Tune-in to the second part of the coffee talk of Uwe and Waldemar on "Time to innovate" and find out why technical sales will disappear and how digital companies will play their part in the game. Learn what future successful top managers will need to do and profite from many different companies being discussed in this episode such as leading...

Switch on and take a virtual seat for a unique coffee talk with one of only 20 B2B Marketing professors in the world - and for sure one of the leading ones in that area.  "It's time for innovations" and "technical sales is dead" are just two of the surprising and very clear statements made by Waldemar Pfoertsch, a man who has seen it all, experienced a lot and therefore needs to know.  As a long-time friend and companion of the marketing legend, mastermind and guru Phil Kotler, author of the...

Tune-in and meet one of the leading marketers in the Americas Mr. Julián Garritz. Uwe and Julián jointly authored the Spanish version of the already best selling German original edition of the 50 pages "B2B Marketing Essential" with highly recognized Springer Publishing.  The B2B Marketing Essentials are perfect companions for getting an overview on next practice industrial markeing. This is the perfect management book for your non-marketer-boss and already available in five languages... In...

This is the second part of this so enriching coffee talk on data-driven management with Dale Vile from Freeform Dynamics. Tune-in and learn how you can get started developing a data-driven corporate environment and what it takes to overcome silo thinking. Dale and Uwe are also elaborating latest findings in regards to financial benefits and advantages of data-driven organizations as they perform significantly better then their peers without the required data infrastructure. If you want to...

The feedback on the episode with Lukas Strohmeier on "Central Business Intelligence" was overwhelming, This is why we decided to elaborate more on this ever more important topic. Tune-in to this episode with Dale Vile, co-founder of Freeform Dynamics, and international one of the most recognized industry experts when it come to data-driven management and business intelligence. Dale recently published a research paper on data-driven management in Europe and uncovered that only 5 - 8 % of...

"Retail means detail" - what does that have to do with B2B Marketing? B2B sales have also taken off digitally. Buying centers are experiencing their zero moment of truth with new products and services today before they contact the supplier. This podcasts episode introduces one of the many best in class case studies in the guidebook about the approach innogy has taken to reach its target groups more effectively and efficiently. Tune-in and fine out how innogy is actively shaping the energy...

Do you want to meet the new kids on block? Then tune-in and listen to this coffee talk with Uwe and Connor, who happens to be the youngest author having been accepted to contribute to the B2B Marketing Guidebook. Connor is a perfect example of the millenais´ generation as he already developed accounts and communities on different channels with some hundred thousands followers. He knows what he is talking about and what B2B Marketers need to consider for being able to successfully deal with...

Tune-in and meet the "007" of state of the art Business Intelligence Lukas Strohmeier. The aim of his article is to elaborate on the possible benefits of a Centralized Business Intelligence (CBI) department in the industrial b2b segment. If you want to know about his experience on setting up such a CBI unit, then do not miss this coffee talk. You will be surprised about the investment sums Lukas had available for installing this ever more important unit. His focus is on market centered...

Do you want to know which content in today's content overload still has a chance to survive and how it can be successfully placed with a target group and within the search engines and channels. Then tune-in and learn more about "CCCM" standing for Contingency-Centric Content Management, which is based on behavioral psychology and belongs to the category of soft-selling. For the first time the godfather of the proven CCCM approach publishes an articel as part of the B2B Marketing Guidebook....

Do you have a "Social CEO"? Why is Markus not really into Marketing KPIs? What role plays an "authentic narrative" in corporate influencing? If you want to take the acceleration route with corporate influencing you should definitely tune-in to this coffee talk with your host Uwe Seebacher and Markus Weinländer on how also especially small companies can place their content in the global communication landscape without large budgets. One method is the use of corporate influencers – own...

Do you know how to embrace art and science? Do you also perceive processes as a cage when it comes to content marketing? If you want to learn on how to get more time for real content marketing and management then you should tune-in to this coffee talk of Uwe and Lukasz. Lukasz has developed a huge community in Poland and is a B2B marketing superstar in his country. He worked for some of the biggest brands and one can get an idea of his enourmous experience when listing to this podacst...

This episode features one of the international leading experts in B2B Marketing Andy Bacon from London. Andy will author an article on ABM what he considers as a strategic topic with many challenges. With his over 30 years in B2B marketing he knows what he is talking about, even though getting into marketing was an "accident". Find out if ABM is an IT topic and what ABM and Key Account Marketing have in common. Take a look behind the scenes of ABM and get some first insights into Andy´s...

This is the third episode on Marketing Automation introducing the last paper on that topic. Uwe welcomes the young sympathetic Marketing professional from Mexico and talks with her about her case study on MA from a multi-national company. Based on Mariana´s experience MA can serve as a central docking station that brings together other important marketing technologies (MarTech), which according to research amount to about 8.000 solutions as of 2020. Mariana considers this fact and the fact...

Tune-in and learn how social media today can be used intelligently and efficiently in the B2B sales process. In this coffe talk with Beatrice Uwe explores how to achieve goals and maintain customer relations with social selling in B2B. Beatrice explains her view on social selling and the challenges for this important for the B2B area. How can you enable your sales employees to use social media to increase their knowledge of customers and customer needs, to establish contact with relevant...

One core topic of showing the power and performance of Next Generation B2B Marketing is Successful Lead Management (SLM). In the area of SLM the air is very thin when it comes to internationally recognized marketers with a proven track record. For the B2B Marketing Guidebook one of these few matter experts was engaged. The Global Marketing Director of international Austrian leading AVL Group Stephan Wenger will author this ever more important topic and can refer to a proven track record. He...

The B2B Marketing Guidebook covers the important topic of Marketing Automation in three papers. Alexaner Mrohs in his article cover the organization-strategic dimension as MA plays the central role in inbound strategies. Marketing automation in accordance Alexander does not only change customer interaction throughout the entire customer life cycle, but also the way the organization works together. This podcast episode shows how marketing and sales can be empowered by Marketing Automation. Uwe...

In this second part of the coffee talk with Mark and Jonathan the new process framework is being discussed in regard to performance management and return on investment. Uwe will also evolve with Mark and Jon on how to change the position from being driven by Google algorithms and get into the driver postition. --- Send in a voice message: https://anchor.fm/b2bmarketingguidebook/message Support this podcast: https://anchor.fm/b2bmarketingguidebook/support

SEO Analytics is not a new topic but a content evergreen. "Out of frustration" this new "Content Optimization Enablement" framework was developed in order to enable B2B marketers to "spend the budgets for the right things". This process framework has been implemented across the globe and across all different sizes of organizations. It generates impressive RoI and enables B2B marketers to move away from key words and moving to actually working leads. In this first part of the SEO coffee talk...

In this series Uwe chats with a proven digital marketing manager. Listening to Alexandra Ender, one might think that her Buyer Centric Content Approach is actually quite simple. But, as we all know, simplicity is what makes it complicated. And many a clever person has said that intelligence consists of expressing complicated things in simple terms. Tune-in, enjoy the podcast and learn some interesting details about this article, which describes and presents this innovative approach in writing...