Videos

‼️ Relatability vs. Perfection. Too often, content creators feel pressure to show up as the expert—the all-knowing authority. But the truth is, people don't connect with perfection; they connect with people. What makes you stand out isn't having all the answers—it's sharing your lived experiences, your curiosities, and even the…

Aligning your cross-functional leaders on priorities isn’t just a nice-to-have—it’s the game-changer for B2B growth organizations today. But here’s the kicker: alignment doesn’t happen by accident. It takes a routine process and a dedicated space for honest conversations and decision-making. When leaders come together to hash out the real priorities,…

🚨 Struggling to align your marketing and sales teams? Stop trying to align them with each other—start aligning them to your buyer. Buyers don’t care about your quotas or internal timelines. They care about their needs, their timeline, and their buying process. In this episode of Growth Driver, we explore…

When it comes to winning new business, the playbook often centers on disrupting the status quo—convincing prospects to leave behind their current solutions, whether it’s a competitor or a DIY approach. But what happens once you become the status quo? Renewals and cross-sells are a completely different game. In these…

Too often, we’re stuck measuring content success by outdated metrics—MQLs, demo requests, and other immediate conversions. But here’s the thing: today’s buyers don’t operate on our timeline. They’re engaging on their terms, consuming content across multiple channels, and making decisions in ways that don’t fit neatly into a lead-gen funnel.…

Here’s the hard truth: talking endlessly about how amazing your product is won’t break through the noise. It might even reinforce the status quo bias you're trying to overcome. Why? Because buyers don’t care about how much you love your product—they care about solving their challenges. To truly disrupt the…

It’s no secret, most B2B content feels lifeless and overly cautious. And even though we have proven research that says the bolder and braver the content the better your engagement will be, it’s rare to find B2B content that isn’t bland–or another obvious statement labeled as the latest ‘hot take.’…

Standing out isn’t optional—it’s essential. 🚀 Your buyers are drowning in the sea of sameness, with countless companies vying for their attention. The key to breaking through? Messaging and positioning that: ✅ Demonstrates a deep understanding of their challenges ✅ Clearly connects your solution to solving their problem ✅ Differentiates…

With today’s B2B buyers, every word counts. Getting your messaging right can mean the difference between closing a deal or losing it to a competitor. Crafting messages that resonate and convert is more than just a creative exercise—it's a strategic imperative. Yet, many organizations fall into the trap of using…

Season one of Growth Driver took listeners behind the scenes of B2B growth, where industry leaders candidly shared their experiences, wisdom, and human moments that shaped their journeys. In this special trailer, we’re revisiting some of the most impactful insights on leadership, mentorship, and the real-life challenges that come with…

🚀 The key to efficient growth? It’s no longer about passing the baton. Today’s buyers don’t follow a linear journey, and your go-to-market strategy shouldn’t either. Instead, think of it like a dynamic game of soccer ⚽️—where marketing, sales, and SDRs are playing together, moving the ball seamlessly across the…

Theory & Practice, a special subseries within the Growth Driver podcast, is where John Common, CEO of Intelligent Demand, cuts through surface-level strategies and explores what truly drives B2B growth. Season 1 brought insights that challenged assumptions and transformed growth into more than just a metric—here are some of the…

In this episode of Growth Driver, John welcomes AJ Gandhi, Chief Growth Officer at Marlin Equity Partners, for an in-depth exploration of the emerging role of the Chief Growth Officer (CGO) in modern B2B growth. They unpack what makes this role unique—its core responsibilities, how it compares to other C-level…

🚀 CEOs, here's a crucial reminder: your CMO holds untapped power to drive growth and alignment across your GTM team. CMOs don’t just market—they understand the market. From buyer behavior insights to deep market analytics, CMOs have a pulse on what your customers truly need, how competitors position themselves, and…

What if your account-based strategy needs to become your business's lifeline? More and more organizations are claiming ABX is the cornerstone of their go-to-market strategy, but they didn’t get there overnight. The journey from simply “ABX curious” to running a full-scale pilot highlights how companies can elevate both engagement and…

📈 Marketing’s Role in Today’s Buyer-Controlled Journey 🚀 Buyers are taking the reins, actively pushing sellers out of the early and even middle stages of the buying process. This shift offers a powerful opportunity for marketing teams to engage and nurture prospects in meaningful ways, throughout the customer lifecycle, not…

Welcome to a world where the role of CMOs is rapidly evolving, demanding not just creative genius but strategic acumen and data-driven decision-making. It’s up to today’s marketing leaders to understand how their responsibilities intertwine with sales, product, and finance to drive cohesive growth strategies. Today, we’re diving into the…

🚀 Balancing brand awareness and acquisition is crucial for sustained growth—especially when it comes to managing focus, resources, and time investment. If you over-rotate on closing the deal, you risk missing out on building the awareness needed to maintain a healthy pipeline down the road. Brand investment helps get you…

🚨 PLG might be failing you in B2B 🚨 While product-led growth has been a buzzword in the growth community, it’s not without its challenges—especially in the B2B world. 🏋️ Big names like Netflix and Disney+ struggle with high churn rates, reminding us that acquisition is just one part of…

Let's dive into one of the most critical aspects of the B2B buyer's journey: the importance of building consensus within buying teams. 🧩 For most organizations, the majority of the buying process is spent aligning decision-makers on what they need and who they want to buy from. This means that…

As revenue leaders, we spend the majority of our time working on strategy, processes, and metrics... And we should. But when you step back and look at how our customers and prospects actually get to know us, what they really interact with, it’s our content. Content is the heartbeat of…

When it comes to your Ideal Customer Profile (ICP), it's easy to get caught up in strict benchmarks—but is that always the best approach? 🤔 In Episode 20, Jeff Ha dives into how your ICP should serve as a guideline, not a rigid rulebook. Setting benchmarks (like company size or…

B2B buyers have changed—and your strategy should too. Are your strategies still centered around the outdated MQL model? You're not alone, but it's time to break free and step into the realities of new buyer behavior, buying teams, and multi-threading. These challenges are more connected than you might think. Today…

🎯 The "I" in ICP stands for Ideal, not Inclusive 🎯 Kyle Coleman drops some serious wisdom on ICPs: "We're not trying to maximize the number of companies we can reach. We're aiming for the center of the bullseye—that's your Ideal Customer Profile." This isn't about casting the widest net.…