In this episode of the B2B Brand180 podcast, Linda discusses the development of Unique Selling Propositions (USPs) with Chris Fox, founder of Ideas-Led Growth. Chris explains the process of identifying and refining a USP, starting from understanding the fundamental change a product or service brings to the world. He emphasizes taking a step back from traditional marketing approaches to focus on the underlying passion and unique value that drives a business.

The episode also covers strategies for breaking down the USP into actionable marketing plans, including thought leadership content and targeted communication efforts.

01:42 Understanding Unique Selling Propositions (USPs)

04:51 Breaking Down USPs into Strategies

09:45 Implementing Thought Leadership in Marketing

17:04 Rapid Fire Question

More on Chris:

https://www.linkedin.com/in/christophergfox

Linda's LinkedIn: https://www.linkedin.com/in/lindafanaras/

Millennium Agency: Brand Strategy | Marketing | Web Design: https://mill.agency

YouTube Channel: https://www.youtube.com/@mill.agency/

Linda's Books:
Claim Your White Space
https://www.amazon.com/CLAIM-YOUR-WHITE-SPACE-CRITICAL-ebook/dp/B0CLK8VLYV
Passion + Profits: Fueling Business And Brand Success
https://www.amazon.com/Passion-Profits-Fueling-Business-Success-ebook/dp/B0CLLDDSNX/

In this episode of B2B Brand180, Linda interviews Dan Balcauski, founder and chief pricing officer at Product Tranquility. They discuss strategies for effective pricing in the B2B SaaS space. Dan shares insights on the importance of understanding customer value, the nuances of price metrics versus value metrics, and tactics for implementing price increases. The episode provides valuable advice for SaaS companies seeking to optimize their product pricing strategies.

01:55 Understanding SaaS Pricing Challenges

04:47 The Services Model for Pricing

08:21 Strategies for Entering Competitive Markets

19:22 Executing a Price Increase

23:30 Rapid Fire Questions

More info on Dan Balcauski:

https://www.linkedin.com/in/balcauski/

https://www.producttranquility.com/

Linda's LinkedIn: https://www.linkedin.com/in/lindafanaras/

Millennium Agency: Brand Strategy | Marketing | Web Design: https://mill.agency

YouTube Channel: https://www.youtube.com/@mill.agency/

Linda's Books:
Claim Your White Space
https://www.amazon.com/CLAIM-YOUR-WHITE-SPACE-CRITICAL-ebook/dp/B0CLK8VLYV
Passion + Profits: Fueling Business And Brand Success
https://www.amazon.com/Passion-Profits-Fueling-Business-Success-ebook/dp/B0CLLDDSNX/

In this episode of the B2B Brand180 podcast, Linda Fanaras interviews Andrew Seidman, co-founder and COO of Digital Reach. Andrew shares insights from over a decade of experience in designing full-funnel go-to-market motions for enterprises and startups. They discuss the importance of implementing a cohesive, integrated B2B marketing strategy. Andrew emphasizes the value of account-based marketing (ABM) and shares successful campaign examples, particularly highlighting a successful case with VMware's Tanzu business unit. The episode also covers how to align sales and marketing teams as the critical first step for any new engagement.

01:34 The Importance of Integrated Marketing Strategies
03:48 Effective Tactics for B2B Marketing
07:25 Understanding Sales Cycles and Buyer Groups
10:10 Aligning Sales and Marketing Teams
13:42 Case Study: Successful Campaign with VMware
15:55 Rapid Fire Questions with Andrew Seidman

More information about Andrew:

https://www.linkedin.com/in/andrew-seidman/

https://digitalreachagency.com/

Linda's LinkedIn: https://www.linkedin.com/in/lindafanaras/

Millennium Agency: Brand Strategy | Marketing | Web Design: https://mill.agency

YouTube Channel: https://www.youtube.com/@mill.agency/

Linda's Books:
Claim Your White Space
https://www.amazon.com/CLAIM-YOUR-WHITE-SPACE-CRITICAL-ebook/dp/B0CLK8VLYV
Passion + Profits: Fueling Business And Brand Success
https://www.amazon.com/Passion-Profits-Fueling-Business-Success-ebook/dp/B0CLLDDSNX/

In this episode of B2B Brand180, Linda interviews Kris Rudeegraap, co-founder and CEO of Sendoso, a leading direct mail and gifting platform. Chris discusses his extensive experience in sales and how Sendoso helps businesses streamline their direct mail and gifting processes. He shares valuable insights and examples on the benefits of personalized gifts in sales and marketing, detailed case studies, and how both small and large companies can leverage Sendoso to enhance their strategies and build stronger customer relationships.

01:40 Use Cases for Direct Mail and Gifting
02:51 ROI and Case Studies
04:43 Small Companies and Gifting Strategies
05:53 Integrating Gifting into ABM Strategies
10:12 The Psychology of Gifting
11:18 Surprising Lessons and Customer Behavior

Kris on LInkedIn: https://www.linkedin.com/in/rudeegraap/

Linda's LinkedIn: https://www.linkedin.com/in/lindafanaras/

Millennium Agency: Brand Strategy | Marketing | Web Design: https://mill.agency

YouTube Channel: https://www.youtube.com/@mill.agency/

Linda's Books:
Claim Your White Space
https://www.amazon.com/CLAIM-YOUR-WHITE-SPACE-CRITICAL-ebook/dp/B0CLK8VLYV
Passion + Profits: Fueling Business And Brand Success
https://www.amazon.com/Passion-Profits-Fueling-Business-Success-ebook/dp/B0CLLDDSNX/

In this episode of B2B Brand180, Linda interviews Eisha Armstrong, Executive Chairman & Co-Founder, Vecteris. Linda and Eisha discuss strategies for productizing B2B services, including the benefits of creating recurring revenue through more standardized, scalable offerings. Eisha shares examples, practical steps, and common pitfalls to avoid in the productization process, alongside insights into how AI integration can further enhance service productization.


01:19 Understanding Productization in B2B Services
03:06 Examples of Productizing Services
06:02 Benefits of Productization
08:10 Common Mistakes in Productization
11:56 Cultural and Organizational Shifts
15:48 Leveraging AI in Productization
17:28 Vecteris' Approach to Productization
18:50 Rapid Fire Questions

Eisha's LinkedIn: https://www.linkedin.com/in/eishatierneyarmstrong/
Eisha's Books:
Productize: The Ultimate Guide to Turning Professional Services to Scalable Products
Fearless: How to Transform a Services Culture and Successfully Productize

Linda's LinkedIn: https://www.linkedin.com/in/lindafanaras/

Millennium Agency: Brand Strategy | Marketing | Web Design: https://mill.agency

YouTube Channel: https://www.youtube.com/@mill.agency/

Linda's Books:
Claim Your White Space
https://www.amazon.com/CLAIM-YOUR-WHITE-SPACE-CRITICAL-ebook/dp/B0CLK8VLYV
Passion + Profits: Fueling Business And Brand Success
https://www.amazon.com/Passion-Profits-Fueling-Business-Success-ebook/dp/B0CLLDDSNX/

In this episode of B2B Brand180, Linda interviews Andrew Brown from Bridgemaker Referrals. Linda and Andrew discuss transformative strategies and innovative approaches in B2B branding, focusing on the power of referral sources. Andrew debunks common myths about B2B referrals and emphasizes the importance of selecting the right referral sources and setting goals. He shares insights from his book, 'Get Referred,' and provides a systematic approach to building effective referral programs. Key takeaways include who refers, why referrals happen, and how to overcome resistance to implementing referral programs.

02:00 The Power of Referrals in B2B
03:40 Debunking Referral Myths
07:39 Why Referrals Don't Happen
12:15 Building a Successful Referral Program
18:09 Rapid Fire Questions with Andrew

More information on Andrew: www.GetReferred.biz and his book https://www.amazon.com/Get-Referred-Increase-Sales-Velocity/dp/1068894601

Linda's LinkedIn: https://www.linkedin.com/in/lindafanaras/

Millennium Agency: Brand Strategy | Marketing | Web Design: https://mill.agency

YouTube Channel: https://www.youtube.com/@mill.agency/

Linda's Books:
Claim Your White Space
https://www.amazon.com/CLAIM-YOUR-WHITE-SPACE-CRITICAL-ebook/dp/B0CLK8VLYV
Passion + Profits: Fueling Business And Brand Success
https://www.amazon.com/Passion-Profits-Fueling-Business-Success-ebook/dp/B0CLLDDSNX/

In this episode of B2B Brand180, Linda interviews Jason Greenwood of Greenwood Consulting. Jason shares his expertise in helping B2B brands and startups leverage digital and omni-commerce opportunities. He discusses his unique 'Fit for Commerce' framework, which focuses on people, process, tech, and data, and explains how it significantly reduces time to market.

Jason also offers key insights into overcoming common pitfalls, enhancing internal and external adoption planning, and shifting focus from technology to creating exceptional customer experiences.

Tune in to learn actionable strategies to elevate your B2B commerce initiatives.

02:38 Understanding the Fit for Commerce Framework

06:39 Key Challenges in B2B Digital Transformation

07:27 Adoption Planning and Sales Team Integration

10:51 Customer Experience and Technology Selection

For more information:
https://www.greenwoodconsulting.net
https://www.linkedin.com/in/jason-greenwood-digital-expert/

Linda's LinkedIn: https://www.linkedin.com/in/lindafanaras/

Millennium Agency: Brand Strategy | Marketing | Web Design: https://mill.agency

YouTube Channel: https://www.youtube.com/@mill.agency/

Linda's Books:
Claim Your White Space
https://www.amazon.com/CLAIM-YOUR-WHITE-SPACE-CRITICAL-ebook/dp/B0CLK8VLYV
Passion + Profits: Fueling Business And Brand Success
https://www.amazon.com/Passion-Profits-Fueling-Business-Success-ebook/dp/B0CLLDDSNX/

In this episode of B2B Brand180, Linda interviews Drew Neisser, CEO at CMO Huddles, podcast host, business coach and author. They discuss the challenges CMOs face in a recession including budget cuts, the importance of brand reputation, and the role of AI. Drew shares insights from his extensive career and explores current industry trends, providing practical advice for navigating economic downturns and leveraging new technologies.

03:03 Challenges and Strategies in B2B Industries

05:47 The Evolving Role of the CMO

07:59 Navigating Budget Cuts and AI in Marketing

15:02 Addressing the Hidden Recession in B2B

16:36 Effective Strategies for B2B CMOs

More About Drew:
http://www.cmohuddles.com
https://www.linkedin.com/in/drewneisser/

Linda's LinkedIn: https://www.linkedin.com/in/lindafanaras/

Millennium Agency: Brand Strategy | Marketing | Web Design: https://mill.agency

YouTube Channel: https://www.youtube.com/@mill.agency/

Linda's Books:
Claim Your White Space
https://www.amazon.com/CLAIM-YOUR-WHITE-SPACE-CRITICAL-ebook/dp/B0CLK8VLYV
Passion + Profits: Fueling Business And Brand Success
https://www.amazon.com/Passion-Profits-Fueling-Business-Success-ebook/dp/B0CLLDDSNX/