The B2B Sales & Marketing Hotline
The B2B Sales & Marketing Hotline is your one-stop shop for expert advice on all things B2B sales and marketing. Join hosts Maryanne McWhirter and Emily Hartzell as they dive deep into both emerging and tried-and-true strategies that can help your business thrive. Whether you're a seasoned pro or just starting out, this podcast has something for everyone. Tune in for actionable tips, real-world examples, and candid discussions on the latest trends in the industry. And don't forget to submit your burning questions! Maryanne and Emily just might answer them on the show.
Episodes
October 30, 2025 • 21 mins
In this episode, Emily and Maryanne unpack how blogging for B2B has evolved in the age of AI.
From writing for Google to writing for ChatGPT, they explore why traditional SEO tactics no longer cut it (and what you should be doing instead to make sure large language models [LLMs] like ChatGPT actually understand and recommend your business).
Whether you're still writing blogs like it’s 2019 or wondering if blogs are even worth th...
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October 22, 2025 • 22 mins
We’ve all seen it. The dreaded “Dear [First Name]” email that instantly screams automation gone wrong.
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down what separates a nurture sequence that feels human from one that feels like a workflow.
They explore:
- How to build empathy and credibility through every touchpoint
- Why timing and tone matter as much as your CTA
- And how to blend automation w...
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October 16, 2025 • 17 mins
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down the evolving world of lead qualification.
Gone are the days when a simple form fill or email open equaled a marketing qualified lead. Today’s B2B buyers follow nonlinear journeys and your qualification strategy needs to catch up.
They dive into how lifecycle stages should actually reflect buyer intent, how to separate vanity metrics from revenue-d...
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October 9, 2025 • 28 mins
What’s the secret to getting smarter, more strategic outputs from AI tools like ChatGPT?
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne welcome their very first guest, LeadG2’s own Stevie Stroecker, for a practical and insightful conversation on the art of AI prompting.
From crafting better briefs to building style guides and prompt libraries, this episode is packed with actionable advice to help you ele...
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October 2, 2025 • 21 mins
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down exactly what goes into a successful HubSpot onboarding.
From the first discovery call to training your team and launching automated workflows, they walk through each critical phase and share real-world lessons from hundreds of implementations.
You'll learn why out-of-the-box setups often fall flat, what most companies overlook during onboarding, a...
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September 25, 2025 • 24 mins
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne dive into the all-too-common issue of messy CRMs.
Together, they explore why CRMs often become cluttered with duplicate contacts, incomplete fields, and outdated information, causing stress and inefficiency. They also share actionable steps to clean up your CRM, including setting clear data standards and expectations for your team.
We Want to Hear From You!
...
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September 18, 2025 • 13 mins
In this Quick Chat, Emily and Maryanne break down one of the biggest shifts to come out of INBOUND: Loop Marketing, HubSpot’s new blueprint for modern, AI-aware marketing.
They unpack how the traditional funnel model is fading, why Answer Engine Optimization (AEO) is the next evolution of SEO, and how HubSpot’s latest tools (including AEO grading, agent marketplaces, and the new Marketing Studio) support a more continuous, custome...
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August 21, 2025 • 10 mins
Attending INBOUND 101: Tips to Maximize Your Experience at HubSpot’s Flagship Event
Headed to INBOUND this year? Whether you’re a first-timer or a seasoned attendee, this quick episode of The B2B Sales & Marketing Hotline is packed with practical tips to help you make the most of HubSpot’s annual conference (now in a brand-new location: San Francisco)!
Emily and Maryanne share everything they’ve learned from past INBOUND experien...
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April 24, 2025 • 23 mins
In this episode of The B2B Sales & Marketing Hotline, Maryanne and Emily dive into the often-overlooked powerhouse of your CRM—reporting and dashboards. From avoiding common mistakes to building dashboards that actually drive action, this episode is packed with practical guidance for sales and marketing leaders.
Together, Maryanne and Emily break down:
- The difference between HubSpot’s pre-built and custom reports—and when to us...
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April 17, 2025 • 21 mins
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down what separates a “meh” sales playbook from a high-impact resource that actually drives results. Whether you're building one from scratch or trying to get more value from the one you have, this episode is packed with actionable advice to help you get there.
Here’s what you’ll learn:
- What to include in a winning sales playbook — from buyer persona...
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April 10, 2025 • 29 mins
In this episode of The B2B Sales & Marketing Hotline, Maryanne and Emily break down the power of customer success stories and how to use them strategically in both sales and marketing. From building trust to shortening the sales cycle, they share insights on crafting case studies that actually move the needle—and how to avoid common pitfalls.
In this episode, you’ll learn:
- How to structure a compelling, results-driven case stud...
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April 3, 2025 • 31 mins
In this episode of the B2B Sales and Marketing Hotline, Emily and Maryanne explore how becoming a thought leader helps build trust in B2B relationships
Together, they break down:
- How to define and differentiate thought leadership from personal branding in the B2B context.
- Simple strategies to get started with thought leadership using content you already have, such as company materials and industry publications.
- And, final...
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March 27, 2025 • 31 mins
Emily and Maryanne dive into the essentials of adopting a new CRM, sharing their top do’s and don’ts to help you get the most out of your CRM implementation. Whether you're upgrading or starting fresh, they cover best practices for setting up, training, and optimizing your CRM system.
Together, they cover:
- Key do’s for CRM setup, including evaluating options and setting business goals
- Common don’ts to avoid, like overcomplica...
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March 20, 2025 • 26 mins
In this episode of the B2B Sales & Marketing Hotline, Emily and Maryanne dive into the latest trends within HubSpot's Marketing Hub, offering insightful strategies to elevate your marketing efforts NOW.
Together, they explore:
- How HubSpot's marketing automation can save time while delivering highly personalized content based on CRM data.
- How effective lead scoring allows for more detailed and actionable insights, helping yo...
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December 3, 2024 • 32 mins
In this episode of The B2B Sales & Marketing Hotline, Maryanne and Emily explore practical ways to leverage AI for B2B sales and marketing success.
Together, they break down:
- The importance of testing different AI tools to see what works best for your business
- How AI can enhance sales enablement, streamline email communications, and improve lead scoring.
- How AI tools like ChatGPT and HubSpot's Breeze can optimize marketi...
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November 19, 2024 • 22 mins
In this episode of The B2B Sales & Marketing Hotline, Maryanne and Emily dive into the complexities of the B2B buying process, exploring the gap between the ideal scenario and the reality. While many envision a seamless journey from lead generation to closing a sale, the truth involves multiple touchpoints and extended timelines.
Together, they break down:
- How businesses often overlook the importance of nurturing leads through...
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November 12, 2024 • 21 mins
In this episode of The B2B Sales & Marketing Hotline, Maryanne and Emily dive into the art of crafting a compelling B2B podcast, taking you from concept to launch.
Together, they explore:
- The benefits of this medium, from boosting brand awareness to generating leads
- How podcasting offers a unique blend of personality and thought leadership that other formats may lack.
- How to effectively measure podcast success.
Whethe...
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November 5, 2024 • 20 mins
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne explore how to go about mapping content to the buyer's journey.
They break down:
- Each stage of the buyer's journey—awareness, consideration, and decision—offering actionable strategies to map your content effectively.
- How dual-purpose content can enhance both marketing outreach and sales engagement, ensuring seamless transitions through every stage of ...
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October 28, 2024 • 20 mins
In this episode of The B2B Sales & Marketing Hotline, we're exploring the world of HubSpot integrations to help you craft a unified B2B strategy.
Here, you'll learn:
- How connecting HubSpot with other tools can streamline your operations and make HubSpot your "single source of truth."
- How to conduct a tech audit to identify integration opportunities and understand the importance of maintaining these connections.
- Plus, M...
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October 21, 2024 • 25 mins
In this episode, Maryanne and Emily dive into the art of streamlining your sales funnel with HubSpot Automation.
In this episode, you'll learn:
- How to effectively align sales and marketing efforts by focusing on the buyer's journey from awareness to decision-making
- The importance of creating a well-defined sales process before implementing automation
- How to use automation tools like workflows and sequences to nurture lead...
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