In this café talk you will get a further insight into the uniqueness of the book and its many facets. In this coffee chat with Uwe, Lutz, the internationally experienced B2B marketer, will provide some extremely interesting insights into his unique, tried and tested process model for marketing automation. Lutz considers marketing automation as the basis for data-driven marketing and does not see it as an IT topic but rather and surprisingly as a people topic. Tune in and learn from Lutz about...

In this coffee talk Nils and Uwe are talking about how to successfully prepare, deploy and what to expect from digital marketing in the country of the rising sun. Nils surprises with many interesting facts, findings and also quotes such as the one from Facebook mogul Mark Zuckerberg stating that he wants Facebook become like WeChat. Have you come across this "disruptive" quote? What does it mean? Tune-in and learn what you can expect from this promising article in the B2B Marketing Guidebook....

Her article is one of the many highlights of the B2B Marketinbg Guidebook. For the first time ever an article is published on this powerful B2B Marketing Canvas, of which its mastermind also believes being applicable and relevant not only for B2B but also for the B2C marketing. Tune in and get some first insights on how to leverage your marketing with this one of a kind template. In this enriching coffee talk Susanne for the first time tasks openly about the reasons for her developing that...

In this second part of Brand Management in B2B Vera and Kirsten reveal some of their secrets on how to realize brand management even in such a conservative B2B sector. They provide further insights into this new innovative lean model for brand management and describe further details of their article published for the first time on this topic as part of the B2B Marketing Guidebook. If you have always tried to implement brand management in your B2B company, but have failed internally, then you...

Who needs Brand Management in B2B? What is the added value? Who has budget for this "puffy fluffy" topic? If this is what you experience every day then this coffee talk with Vera and Kirsten will be the one for you. Vera and Kirsten are talking for the first time very openly on a proven approach for lean brand management for B2B marketing. Never ever before this model has been published. In this first part of this coffee talk and B2B Brand Management "authenticity" and "positioning the...

Currently the entire B2B marketing worlds seems to be driven by MarTech stack. But what´s about B2B Marketing Strategy? What would be the time to put that "puffy fluffy" topic on our agenda for Next Generation B2B Marketing? And what would be the best way of doing that without big budgets? Alex Cairns with over 20 years in B2B Marketing on both sides, clients and agencies, has developed an eight step B2B Marketing process framework based on templates and guidelines. For the first time Alex is...

In this second part of this coffee talk on marketing technology Uwe and Peter talk about the future of Martech driven by Apps, Citizen Developers, and - among many other topics - newly emerging MiddleWare as part of the Marketing Orchestration discussion. Peter O´Neill recommends to follow the "Shopping Mall" strategy for defining and deploying a perfect MarTech stack. Tune-in, find out what this means and enjoy. The MarTech 8000 article in the book provides much more such as a three step...

Recently the MarTech 8000 Landscape was published with over 8000 available products and solutions for marketing. In the first part of the B2B Marketing Guidebook an article will cover this ever more important topic and provide a framework for finding your way as B2B Marketer through the Jurassic Parc of marketing IT-solutions. With the IT industry veteran and highly recognized key note speaker at the leading B2B events Peter O´Neill I am talking about what future MarTech Landscapes will look...

Mike Kleinemass is well known in the German B2B Marketing community. He made Thyssenkrupp Industrial Solutions AG an international benchmark in modern digital B2B marketing. In this coffee talk Mike und Uwe are talking about their joint article on this new era in B2B Marketing. "There has not been at better time for B2B marketers as everything is changing and the current situation offers more opportunities than ever to innovative B2B marketers" says Mike. Tune in and find out what Mike and...

In this  second part of their coffee talk Joel and Uwe take a look at topics such as the Netflix-Industry, her impact on B2B marketing as well as the B2B Marketing IT-challenge and much more. Get inspired by this enriching conversation of two B2B marketing masterminds enabling you to unterstand what to expect from the B2B Marketing Guidebook for the Classroom to the Boardroom with over 500 pages of theoretical concepts, practical models and some of the best B2B marketing case studies.  Happy...

He is the "Grand Senior" in B2B Marketing. Since more then 20 years Joel Harrison is working in that area. With his B2B Marketing organization he runs one of the globally leading  event series called "IGNITE". In this first episode of the B2B Marketing Guidebook podcast Uwe and Joel are touching many exciting topics such as the new role of marketing managers as "change managers", differences between the anglo-american situation in B2B marketing and the one in Europe, but also necessary...

The opener eposide is featuring your host himself as the mastermind and chief editor of the book, Uwe Seebacher. He considers himself as the "sherpa" of the group of authors and will introduce you to the "making of" of this book. You will be surprised by some insights Uwe will be talking about. Listeting to this prolog episode will be essential to get the big picture, why he has been asked to bring this book to the market and much more interesting details. Enjoy a very special, very personal...

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