The Top 10 Attributed Podcast Episodes
Building a successful podcast takes time, and we've been on that journey with the Attributed podcast for a while now.
Along the way, we've had the privilege of hosting some of the brightest minds in B2B marketing.
Today, we’re excited to share 10 of our favorite episodes, featuring industry leaders like Chris Walker, April Dunford, Anthony Pierri, and Tim Suolo.
Here’s our top 10.
April Dunford - Presenting ‘Sales Pitch’
Chris Walker - Reinventing B2B marketing for 2024
Byron Sharp - The Scientific Laws of Marketing
Bill Macaitis - Mastering Marketing Metrics
Anthony Pierri - The good the bad and the ugly B2B positioning
Tim Soulo - How ahrefs bootstrapped their way to $100M ARR
Andrew Davies - Top 5 Most Memorable B2B Marketing Campaigns
Rand Fishkin - How to make a big marketing impacting with a small budget
Patrick Campbell - Growth tactics that led ProfitWell to a $200 million sale
Ross Simmonds - 5 things you need to amplify your content distribution
1. April Dunford - Presenting ‘Sales Pitch’
Author and positioning extraordinaire April Dunford joined Steffen back in November 2023 to discuss all things positioning and her highly anticipated book, ‘Sales Pitch.’
In the session, April delivered a masterclass on positioning and its interplay with sales pitches, highlighting how positioning is a critical but often misunderstood aspect of marketing and sales strategies.
“Positioning is a weird concept. Like even marketers don't fully understand positioning a lot of times and it's kind of an advanced marketing concept, which is terrifying really because it's so foundational.”
You can find our summary of the conversation here 👉
2. Chris Walker - Reinventing B2B marketing for 2024
Chris Walker, CEO of Passetto and Founder of Refine Labs, is one of the foremost thought leaders of B2B go-to-market.
In this Attributed Episode, Chris walked us through the current state of B2B marketing, what we can expect over the coming 12 months, and how to future-proof your B2B marketing strategy with tactics that work.
Underlining that AI will push people towards their peers.
“B2B buyers trust their peers more than any other sources... and that will continue to grow in importance over time”.
Check out our summary of the conversation here 👉
3. Byron Sharp - The Scientific Laws of Marketing
Byron Sharp and his colleagues at the Ehrenberg-Bass Institute for Marketing Science have presented compelling evidence that challenges the notion of Marketing as (solely) an art.
In this Attributed Episode, Byron outlined some of the key laws of marketing from his seminal book, “How Brands Grow: What Marketers Don’t Know.” Including:
The law of Double Jeopardy
Big and Small Brands - the difference that matters
Availability Theory
Do the Laws of Marketing change for B2Bs?
Translating Laws into Strategy
https://dreamdata.io/blog/scientific-laws-of-marketing-byron-sharp
4. Bill Macaitis - Mastering Marketing Metrics
Bill Macaitis, Marketing Advisor and a former CMO and CRO of industry giants like Slack, Zendesk, and Salesforce, shared his experience with marketing metrics at all levels.
“I think my overarching philosophy is just you have to be really, really careful about thinking about the metrics you use. You know, what behaviour is that incentivising? Are you incentivising silos? Are you incentivising collaboration across different teams that might normally work together?”
Bill gave us 6 marketing metric categories for B2Bs
Full-funnel metrics
Brand metrics
Experience metrics
Stakeholder Surveys
Data-driven milestones
Product-led Growth metrics
Catch the summary from the conversation here 👉
5. Anthony Pierri - The good the bad and the ugly positioning of B2B companies
Anthony Pierri Co-founder of Fletch PMM, otherwise known as ‘the homepage guy’, joined us to breakdown and simplify the positioning process.
As with his incredibly digestible infographics, Anthony left us with some pithy advice: “Don’t underestimate how big of a competitive advantage clarity is.”
Before going over the following points:
Understand what positioning is
You’re probably suffering from disjointed positioning definitions
Why Marketing suffers most from poor positioning
Solving the Positioning Puzzle
Bring everyone together - including the CEO
Know your differentiated value
Find your best-fit customers
Use win analysis (not lost analysis)
Use a messaging framework!
Understand the interplay of positioning and sales pitches.
Get the full summary here 👉
6. Tim Soulo - How ahrefs bootstrapped their way to $100M ARR
Tim Soulo, the CMO and product advisor of Ahrefs, revealed how achieving growth to $100M ARR can be surprisingly straight straightforward - demonstrating that sometimes, success in business doesn’t require reinventing the wheel, but rather, mastering the fundamentals and executing them flawlessly.
Tim gave us insight into how he and his team achieved such impressive growth, and offered the top five steps you can take to replicate Ahref’s success:
Leverage SEO and Content Marketing
Try out new content channels like YouTube
Focus on the fundamentals over trends
Fuel word of mouth by training your customers
To get your brand noticed don’t follow every trend - be unique
You can find more detail from the conversation here 👉
7. Andrew Davies - Top 5 Most Memorable B2B Marketing Campaigns
Andrew Davies, Paddle CMO, joined us for a second time to double-down on his ‘WTF’ moments in B2B marketing.
“It’s such an important thing in marketing that we actually dare and we inspire each other to let’s not just do a copy of what we did before but let’s try to come up with something that makes people say ‘wow’.”
Andrew and Steffen gave us a dozen examples - from space ads to low-cost billboards.
You can find the top 5 examples they shared here 👉
8. Rand Fishkin - How to make a big marketing impacting with a small budget
Rand Fishkin, co-founder of SparkToro, and previously founder and CEO of Moz Analytics, shared some great insights on achieving significant marketing impact with limited budgets.
Rand outlined how his experience with SparkToro’s bootstrapped business model has made him more focused on cost-effective channels - avoiding unnecessary spending on traditional high-cost channels.
“Our biggest growth lever is essentially using other people's audiences to grow our own.”
Check out this summary of the conversation 👉
9. Patrick Campbell - The Growth tactics that led ProfitWell to a $200 million sale
Patrick Campell, AKA the pricing page guru, joined us in 2023.
Having successfully grown his B2B SaaS (ProfitWell) from a bootstrapped one-man show to an 8 figure behemoth - counting with a huge audience of loyal fans - Patrick had plenty of good tips and comforting words for anyone in the B2B go-to-market space.
Patrick pulled no punches when highlighting how important audience building is for B2B go-to-market.
Some things are “undefeated” though, like “building a great audience”.
“Relationships that you have a connection to is something that as long as you nurture that relationship you can keep going back to it.”
We put together this great summary from the conversation 👉
10. Ross Simmonds - 5 things you need to amplify your content distribution
Ross Simmonds, CEO and founder of Foundation, joined us to discuss the value of content distribution.
Ross told us that we need to shift our mindset from one of just “create, create, create” to one of “creating once, distributing, and optimizing forever”.
Giving us 5 steps for doing just that:
Step 1: Know your content-market fit
Step 2: Know the channels your audience is on
Step 3: Decide what content to create
Step 4: How should you distribute your content?
Step 5: Optimise your content forever
Check out our blog post with the biggest takeaways from the conversation 👉
More episodes?
That’s a wrap on 10 of our favorite episodes featuring some of the biggest names in B2B marketing!
We hope you walked away with valuable insights and inspiration to elevate your own marketing strategies.
Want to hear more from the brightest minds in B2B?
Don’t miss out on future episodes of The Attributed Podcast.
Subscribe now on your favorite podcast platform (Spotify, Apple Podcasts, Youtube Music Podcasts – you name it!) and join us as we continue to explore the cutting edge of B2B marketing.
