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Podcast Episodes
From career advice to practical tips, to exploring the ever-changing world of B2B marketing, TechnologyAdvice presents 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.
How many times, B2B marketers, have you sat on a pipeline call reviewing open opportunities and heard someone comment on how long an opp has been open and what can be done to move it along? Quite a few times, no doubt.
Outreach from the sales rep, an open opportunity nurture sequence, and even executive outreach are all possible solutions. But wouldn’t it be better to avoid the problem to begin with?
In this episode of the B2B Nation podcast, we talk with Trinity Nguyen, VP of Marketing at UserGems,about her team’s approach to closing deals faster. And it relies on a rather old tactic from the B2B marketing toolbox – personas.
Trinity’s team discovered that when three personas were involved in the buying process,her company closed more sales. The personas were dubbed “The Three Musketeers,” and today Trinity and her team strive to marketo to these roles to get them involved as early in the process as possible.
RELATED ARTICLE: How Business Users Change the Game of B2B Marketing
Also on this episode, we’ll talk about Trinity’s hopes for the second half of 2023, the most important relationship she has in her organization as a marketer, and Trinity’s favorite tools.
Episode Guide
3:03: Trinity explains the “Three Musketeers” her team targets in prospect organizations.
6:27: What has Trinity learned or changed because of the current economic conditions?
8:50: What is Trinity looking forward to in the second half of 2023?
11:50: What’s the most important business relationship Trinity has right now?
13:48: The importance of customer experience in the SaaS space
16:10: What is Trinity’s favorite tool?

Popular eBooks
Download our eBooks and other helpful guides created for B2B marketers, by B2B marketers.
You've Got Leads, Now What?
You’ve got leads, now what? This is an all-too-familiar question for some B2B marketers. Lead lists are easy to come by, but converting those leads isn’t guaranteed. How do you increase your overall lead conversion?
From Content to Pipeline
Content marketing is now a well-established tactic for many B2B organizations. According to research from the Content Marketing Institute (CMI), two-thirds of B2B marketers said they expected their content marketing budgets to rise in 2022.
The Big Book of Content Marketing
Content marketing is an essential part of the B2B marketer’s toolbox. In its beginnings, content marketing relied heavily on blog posts for thought leadership and gated assets like whitepapers for lead generation.
The Big Book of Lead Generation Strategies
Bringing in more revenue starts with lead generation, and that’s exactly why this guide details a range of strategies — complete with data and case studies — that will help you create more leads for your colleagues in Sales.
Attract More B2B Buyers With a Multi-Channel Marketing Strategy
A multi-channel marketing strategy is key to reaching buyers in their preferred location with the correct content format. But with so many available channels, where do you start?
Using Self-Service to Enable Buyers
We know that buyers are taking more control over their buying journey, and part of that control is opting for self-service when available. Self-service is already a common option for customer support teams, but sales departments have been, understandably, hesitant to jump on the bandwagon.
Understanding Differences in B2B Buying Groups
Vendors need the ability to assess the types of people who are likely on a company’s buying committee and make sure they’re tailoring messages to the needs of the company.
How to Prioritize Customer Experience in the Buying Journey
The B2B software buying experience is complex, and as the market becomes more crowded, that complexity only increases. This is problematic for both vendors and buyers. Get tips on how to prioritize the customer experience.
Soundbites
Get a first look into insights from our podcast guests, DemandFest sessions and more.
Advice on Maintaining and Growing Demand in a Down Economy
Randi Barshack from Rollworks discusses the challenges marketers face when marketing in a down economy and provides advice on where to focus our efforts.
Biggest Lessons Learned in Marketing Over the Past 2 Years
Christopher Willis from Acrolinx discusses what he has learned over the course of the last two years and how his team has put it into practice.
Common Misconceptions Within Marketing
Maura Rivera from Qualified discusses a common misconception about conversational marketing and shares advice on conversational marketing programs your company can consider.
Moments We Capture and Moments We Create
Scott Vaughan, Chief Marketing Officer + GTM & Marketing Advisor to CXOs, discusses moving from moments we capture to our next evolution of moments we create, or experiences, for our buyers so they can engage on their terms.
Creating Content That Isn't Just Mediocre
Brian Finnerty from Udacity discusses creating content with a purpose rather than creating mediocre content to "check a box".
Martech and Keeping Up With the Joneses
Darrell Alfonso from Amazon Web Services discusses one of the challenges we, as marketers, face when comparing our tech stack to other companies in our industry.
5 Demand Gen Trends to Watch in 2023
What will 2023 have in store for B2B demand gen marketers? No one knows for sure. But we do know that B2B demand generation is an ever-changing space so things are bound to change. Mike Pastore and James Buchholz from TechnologyAdvice explore the trends that will impact B2B marketing in the year ahead in this 30-minute webinar, no registration required.
DemandFest
Access the latest B2B marketing insights from our full DemandFest sessions.
A Virtual Event Exclusively for B2B Tech Marketers
In our April installment of DemandFest, we covered the great B2B marketing shift. Joined by numerous world-class B2B tech marketers and change-makers, we explored how various roles work together to generate revenue.
Media Kit
Take a look at our audience, reach, and unique marketing solutions at a glance.
Solutions Media Kit
Unlike anyone in our industry, TechnologyAdvice is a trusted source of research for 100 million tech buyers each year, to identify the right products and services for their business. We surround and engage technology buyers at all stages of the buying cycle through our unique solutions.