Videos

An Ideal Client Profile (ICP) and Target Account Lists (TAL) are nothing new in B2B. Yet, what data to layer–and when–is something many organizations have struggled to clarify, leading to wasted resources and lagging efficiency. That’s why we’re breaking down the steps to build a precise ICP and TAL using…

We’re kicking off Season 2 with a deep dive into the mindset and methods of the new model Chief Marketing Officer (CMO). The B2B field is undergoing a monumental transformation—marked by disruption, innovation, and a significant generational shift in leadership, so it’s no surprise that innovative leaders are spearheading the…

Welcome to the all new series on Growth Driver, Expert Deep Dives with Aaron Owens. Aaron, Head of Growth Consulting at Intelligent Demand, pulls back the curtain to get deep and detailed in these interviews with real deal experts across all of the practice areas of modern B2B revenue growth:…

When it comes to messaging and positioning, one of the most common roadblocks companies face is misalignment. ⛓️‍💥 It's not just about getting the right words for your messaging—it’s about ensuring that everyone at the table agrees on the core positioning first. Without that solid foundation, your messaging will always…

Darrell Hammond, Sr., former Olympian and expert leadership coach, shares his insights on what happens when high-performing subject matter experts are elevated into leadership roles without proper preparation. 🔑 What happens when technical mastery meets the challenge of managing people? How can future leaders prepare themselves for that transition? Why…

🎙️ In this episode of Growth Driver, Gabe Rogol dives into a critical CEO initiative: aligning a modern go-to-market approach, especially in complex sales environments. If you're in a market where every account counts, adopting an account-based strategy is essential. Gabe emphasizes how aligning sales and marketing teams through an…

We sat down with Terry Flaherty to discuss the evolving dynamics of buyer engagement. Terry emphasizes the importance of embracing the shift toward engaging multiple stakeholders within a buying group. Instead of resisting this change, it's crucial to celebrate and understand the broader context that drives successful engagement. This episode…

👨‍⚖️ The law of lead management: if an account isn't worth the effort to multithread, it's not worth your time. Instead of chasing every lead, focus on those accounts that have real potential and invest in multithreading to ensure your efforts yield results. By doing this, you can make sure…

🥊 🎥 Lead Quantity vs. Quality In today's B2B landscape, you simply can't have both. This means it's time for a mindset shift, from lead volume to lead value. Remember that individual leads are hardly worth much anymore, it's really buying groups you need to be going after to really…

💡 Insight Alert from our episode with Darrell Hammond! 🚀 Darrell hits the nail on the head when it comes to personal and professional growth. It's not about how long you've been doing something, but how much you've evolved and adapted along the way. Are you actively seeking new knowledge…

🧩 Every piece of your marketing puzzle–tech, data, and messaging–must be aligned to actually drive growth. Marketing Operations is one of the few roles that requires a deep understanding of the relationship between technology, data, automation, and audience messaging. It's that critical final layer where segmentation meets AI-driven messaging, creating…

Over at Intelligent Demand we've been talking a lot about the Old Playbook vs the New Playbook and the urgent need for companies to update their growth strategies if they want to keep up in today's B2B environment. 🔊 After you tune in with co-host John Common and guest Scott…

"The real mistake companies make is retreating into their siloed caves when they hit a valley of death." – John Common 🔊 Cross-functional collaboration can transform your go-to-market efforts and help you get out of those tough spots. Like John and guest Bryan Brown discuss, it's probably not just a…

Do you find yourself having “toothbrush moments” before difficult conversations? 🪥 In a recent episode, guest Julie Holunga and co-host Anne-Marie Coughlin share insights on preparing for those tough talks. Anne-Marie calls it “toothbrush moments”—those times when you're rehearsing entire arguments while brushing your teeth, assuming reactions that may never…

Micromanagement is a curse for innovation. 🚫 When leaders micromanage, it stifles potential innovation, hurts team morale, and ultimately prevents leadership growth. Listen to Darrell Hammond’s powerful insights on how to trust your team and foster a culture of growth. 🌱 “One of the hardest things for a leader to…

💸 Who could say no to 400% improvements in conversion rates? It's not about pouring more money into marketing. The magic lies in changing the process and culture within the organization. In a recent episode with Terry Flaherty, he shared that some companies are seeing a 25% improvement in conversion…

Micromanagement is a curse for innovation. 🚫 When leaders micromanage, it stifles potential innovation, hurts team morale, and ultimately prevents leadership growth. Listen to Darrell Hammond’s powerful insights on how to trust your team and foster a culture of growth. 🌱 “One of the hardest things for a leader to…

Amidst the boom of go-to-market (GTM) in B2B, there’s no better time than now to decode the intricacies of the strategy. Is it real? Or, is it hype? Can GTM really unlock efficient B2B growth? Today we’re dissecting the core components and modern trends of GTM strategies, breaking it down…

People and culture are the bedrock of any successful growth strategy. But it’s easy to lose sight of this amidst the technological tools, trends, and best practices that bombard growth leaders daily. No matter how brilliant your strategy, if you get the people part wrong, it's hard to get the…

In the latest episode of Growth Driver, we explore the unique challenges and strategies of enterprise marketing and sales with Gabe Rogol, CEO of Demandbase. Here are some key takeaways: 🔹 Complexity in Enterprise: Enterprise environments come with a higher level of complexity, requiring a different approach compared to smaller…

Depending on when you start counting, Account Based Marketing and Selling is 15+ years old as a defined GTM strategy. It’s time we take a fresh look at how and why Account Based started, its current state, and where it’s headed next as a driver of B2B growth. One thing…

There will never be a day without a new technology or tool to chase in B2B. But the people element will always be a factor when it comes to growth. Co-host Anne-Marie Coughlin and guest Julie Holunga dove into the role of deliberate leadership, emphasizing the importance of leaders being…

😳 40-60% of B2B purchase decisions end in no decision. That means nearly half of B2B buyers start the purchasing process but then decide to abandon it. But why? It's not that they prefer the status quo. Even when buyers recognize the new solution is superior, they are often paralyzed…

There are many influential factors that drive efficient growth, alignment being one of the top. But without trust and empowerment in your teams, there is no alignment, and growth is limited before you even open the gates. John Arnold emphasizes how giving sales and marketing leaders the latitude to leverage…