B2B Nation Podcast

The Podcast for B2B Marketers by B2B Marketers

From career advice to practical tips, to exploring the ever-changing world of B2B marketing, TechnologyAdvice presents B2B Nation. Subscribe today on the podcast platform of your choice.

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B2B Nation

B2B Nation is a podcast from TechnologyAdvice that shares expert opinions and advice for B2B marketing professionals. Listen along as Director of Custom Content Mike Pastore sits down with entrepreneurs, CEOs, and thought leaders to learn about the complex avenues available to B2B marketers.

James Stanton is the Vice President of Marketing at Empyrean, an HR tech vendor. For James, moving beyond the MQL means looking at prospects through the lens of “opportunities,” which sounds a lot more aligned with how B2B works but does present some challenges of its own.

In this episode of B2B Nation, we’re talking to James about MQLs, his company’s experience outsourcing practically all of its digital marketing functions, and more.

Episode Guide

3:09: Is this the year marketers drop MQLs, and what’s the replacement?

4:17: “In this humble marketer’s opinion, the MQL is dead. It’s done.”

4:41: What metric will James be watching if not the MQL?

8:30: Tips for explaining plans to ditch the MQL to your leadership.

11:45: The challenges of moving from MQLs to demand units and opportunities.

14:52: How and why James is outsourcing Empyrean’s digital marketing functions.

22:40: What is James excited about in the business world in 2022?

27:00: What is James’ take on in-person events?

29:15: What is James’ favorite tool?

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Moving Beyond the MQL? What Comes Next?

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An Insider’s View of AMD’s Turnaround Story

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How Centers of Excellence Can Help Your B2B Marketing Strategy

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What’s the Right Approach to Marketing for Your Startup?

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Tips for Leadership and Coaching to Guide the Next Generation of B2B Marketers

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The B2B Nation Bookshelf

Impossible to Ignore: Creating Memorable Content to Influence Decisions
By Dr. Carmen Simon

In this episode of B2B Nation, we offer practical advice on how to create content people remember with Dr. Carmen Simon, Chief Science Officer of Corporate Visions, and the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions.

Product-Led SEO
By Eli Schwartz

In this episode of B2B Nation, we talk with Eli Schwartz, a growth advisor, SEO expert and author of the best-selling book Product-Led SEO, about his approach to search engine optimization and digital marketing.

Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
By April Dunford

In this episode of B2B Nation, we talk to April Dunford, a product positioning expert and author of the book Obviously Awesome. April shares with us the story of finding her niche in product marketing, the methodology she uses to help position B2B products as outlined in her book, advice for businesses and marketers looking to create a new category and more.

Winning the Game of Work: Career Happiness and Success on Your Own Terms
By Terry McDougall

In this episode of B2B Nation, we talk to Terry McDougall, a former corporate marketer who today runs her own business as an executive and career coach. Terry is also the author of Winning the Game of Work: Career Happiness and Success on Your Own Terms.

Extinguish Burnout: A Practical Guide to Prevention and Recovery
By Rob & Terri Bogue

In this episode of B2B Nation, we talk to Rob Bogue, co-author of Extinguish Burnout: A Practical Guide to Prevention and Recovery, about what burnout is and about strategies to help those dealing with burnout.

The Expansion Sale: Four Must-Win Conversations to Keep and Grow Your Customers
By Erik Peterson & Tim Reisterer

In this episode of B2B Nation, we talk to Tim Riesterer, Chief Strategy Officer at sales training firm Corporate Visions, about the science behind decision making. According to Tim, when you measure the effectiveness tools like buyer personas against neuroscience and behavioral economics, you find personas might actually do more harm than good if you’re trying to identify your buyers. We also discuss another common mis-step: using the same messaging for new prospects and existing customers.

Meet the Host

Mike Pastore

Like a surprising number of B2B Nation guests, Mike Pastore started out in journalism before getting into B2B marketing. Almost two decades later, Mike joined TechnologyAdvice following the acquisition of QuinStreet’s B2B business early in 2020. Today, he works with TechnologyAdvice clients on content creation, writes content for our Marketing Blog, and hosts B2B Nation, the podcast for B2B marketers by B2B marketers.

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