Accelerating Revenue Series

Accelerating Revenue Series

Truth matters, so join us, live on Tuesdays for transparent and interactive conversations - to grow as Marketers and create true connections with other practitioners. Tricia Wiles Ruiz, along with our guests, will discuss the techniques that they are implementing to connect with their next customer and accelerate revenue for their organization. We will have transparent conversations with B2B Marketing Practitioners that will focus on the challenges of the modern-day marketer and what actions our guests are implementing to overcome them. And when we say transparent - we mean it. We all have value and can always learn from each other - so you as the audience can join in the conversation through chat and participation, now on LinkedIn Live!


September 20, 2022 34 min

Driving Demand – necessary for marketers, but easy to fall into the trap of the same rational messages, over and over again. 

But with the right confluence of data and creativity, lighting can strike, and you could be developing the most impactful demand campaign of your career! Or your creative brain could be bone dry. 

So how can you balance data and creativity to drive exponential demand? How can you balance empathy for the emotio...

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It’s far too easy for B2B marketers to become fixated on one or two KPIs and lose sight of what really drives revenue, particularly in the age of digital-first, multi-channel campaigns. Not only do the old go-to's of CPL or CTR not encompass every digital touchpoint, but they also tend to ignore influencers and other key contacts in the group decision-making process. This results in missed opportunities and fatigued first-party...

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February 23, 2022 34 min

Digital marketing has opened the door to a new world of potential customers who were once off most B2B sellers’ radar. But with these new audiences comes the challenge of quickly engaging them with information that’s relevant to their daily work. A customer service manager might become a great advocate for your ticketing solution, but they aren’t likely to make it to page 15 of that C-Suite whitepaper to see what’s in it for them.


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Actionable data is the lifeblood of modern B2B marketing. But without common definitions and standards, data loses its value. And you might be surprised to learn that marketing can be an organizational leader when it comes to setting such guideposts.

Data Analyst Theresa Kushner says true data quality begins at the collection stage, where siloed groups often cultivate stats and data points that suit their objectives, but not those o...

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Every contact with a B2B prospect impacts their ultimate purchase decision. To win their business, you need to gather, understand, and precisely act on enormous amounts of data that tells you who your prospects are and what they need. That’s the vision behind MerittB2B’s decision to join forces with True Influence to create a new, comprehensive customer data and campaign execution platform.

“We’re going to be the unique set of compl...

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December 20, 2021 34 min

By building data-driven pipeline strategies, enterprise Revenue Marketing can be the cohesive force that aligns sales and marketing operations behind a common goal – revenue. Aristomenis Capogeannis, Director of Revenue Marketing for NVIDIA, says that he tells his team to base every decision on omni-channel data – not instinct or intuition.

A data-driven approach is especially critical for a massive business like NVIDIA, whose audie...

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Decision-makers can interact with your content 50 or more times during the complex B2B buying journey. Rachit Dayal, the Chief Marketing Officer, APAC, for leading CXM provider Merkle, stresses that each of these touchpoints, particularly in the high funnel, doesn’t have to be a home run. Content is just a way to get your message across, Dayal says, and so long as it’s enjoyable and provides useful information it’s done the job, re...

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Q4 is typically a challenging time for B2B marketers, as they face pressure to help land last-minute revenue and keep the ball rolling toward a solid Q1. Jessie Johnson, a principal analyst at Forrester, says now is the time for marketers to stay focused on enabling their prospects and target accounts to make the right purchase decisions and “stop counting leads,” as she puts it.

The best plan for accelerating momentum in Q4, Johnso...

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November 22, 2021 28 min

News that Apple is tightening privacy settings in its email services, along with a new wave of regulations coming under the California Privacy Rights Act (CPRA), has some B2B marketers questioning the future of email in connecting with in-market prospects.

Ray Estevez, True Influence’s Chief Information Officer, says marketers should embrace these changes as a step in the ongoing evolution toward omni-channel strategies and reportin...

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November 18, 2021 37 min

In this Accelerating Revenue Series episode, Joe discusses his own strategies for the coming year and how he’s planning to make an impact, not only by driving revenue but by helping shape the direction of the fast-growing marketing tech and services company. 

He stresses the importance of getting a commitment from sales to see these strategies through to the payoff in SALs and improved engagement metrics, which may not happen until ...

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October 22, 2021 51 min

It’s that time again--Season 3 of True Influence’s Accelerating Revenue Series is here! This is a series of transparent conversations with B2B industry leaders and subject matter experts on LinkedIn LIVE that will focus on the challenges B2B Marketing Practitioners are facing.

Mark Kilens is the VP of Content and Community at Drift where he leads the content, creative, events, and learning and development teams. He oversees Drift...

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Former Stripe and Google employee, Ross Rich, and his brother raised millions for a startup -- a customer collaboration platform for sales leaders to build repeatable, data-driven processes. He saw the problem firsthand from his own time as a rep. Not another email or text automation tool, his Accord platform is a place where humans interact. Add to that a stint doing marketing for #1 Billboard hits, sold-out international tours, a...

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From an early age, Ajay Gupta has been fascinated by how technology can connect brands with an audience base. This led him to founding a business to develop products that make communication easier. Identity data sets are also part of his story, so you know this will be a data-centric conversation about understanding customers. 

Ajay Gupta

CEO and Founder | Stirista Global

Watch to learn:

✅ How to find the right human touch in data-driv...

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When companies struggle for revenue and profit, they often can’t see the blind spots holding them back. If you’re running blind, Doug’s ideas and advice will turn that around. He’s led award-winning sales teams to the next level in growth, revenue and profits, and it all comes back to business communications that add value. 

Doug C. Brown

CEO, Conversion Strategist, Revenue Growth Expert @ Business Success Factors | Forbes Busine...

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Whether you’re part of a startup or an established enterprise, marketing has the same goal: deliver new clients and organic opportunities to drive growth. Michele Cobb is no stranger to that mission. Growing the business has been on her to-do list in every role, and given the M&A activity in her pedigree, she’s been very successful at it. Catch this interview to uncover her secrets for pragmatic growth marketing.

Michele Cobb


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Question of the Day: Would your B2B buyers be open to more human, video connections from your brand? 

Achieving a human bond in business has never been more important. Personal connections accelerate sales and improve customer experience, and Ethan Butte shares what marketers must know about personal video in B2B. Part marketing strategist, part messaging specialist, part branding enthusiast, he’s on a mission to rehumanize business...

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Question of the Day: What’s been your biggest struggle as your team tries to automate and streamline marketing processes?

We tap into our own deep bench of experts for this episode. Praveen Balla has established an award-winning reputation for high-margin marketing programs and end-to-end demand generation and lead nurturing. A proven growth hacker, he once grew revenue at a record high 40x at 90%+ margin. But his strengths also...

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Question of the Day: How does your organization help employees thrive in remote work conditions? 

During the pandemic, companies faced challenges unlike anything we’ve ever seen. Businesses learned the value of prioritizing emotional wellbeing for employees. Now with many organizations retaining some form of remote work, how can we build on the lessons of last year and come out stronger? Bill Flynn has advice based on his extensive ...

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At the C-level, B2B marketing involves many moving parts. No wonder fractional CMO advocate Cara Posey calls herself a builder: “I see the parts and pieces of a brand, a strategy, a community, a product and want to make it better and stronger.” Backed by extensive integrated marketing experience, she credits her curiosity for breakthrough results in startup, mid-size, Fortune 500 and 100 companies. What might a “fractional executiv...

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As a B2B marketing change agent, Kerry Cunningham proves that curiosity is a valuable trait in business. He’s explored many areas of intellectual curiosity. While also pursuing a master’s degree, he worked concurrently in as many as three research laboratories in various fields of social and personality psychology. He brings that depth to SiriusDecisions, where he works with B2B clients to optimize marketing operations and demand m...

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