Go-to-Market Playmakers

The theme of our 19th podcast episode is B2B Creative Strategy.

Joining our host Jeremy Balius to discuss all things creative strategy for B2B is Chris Murphy from G Squared.

In this conversation, Chris Murphy discusses the evolution of B2B creative advertising, emphasizing the need for emotional messaging over traditional feature-heavy approaches. He highlights the importance of brand differentiation and performance creati...

The theme of our 18th podcast episode is B2B Content Marketing.

Joining our host Jeremy Balius to discuss all things strategy for content marketing in the B2B space is Becky Lawlor from Redpoint Content.

In this conversation, Becky Lawlor discusses the significance of original research in B2B marketing, emphasizing how it builds trust, differentiates brands, and enhances content strategy. She shares insights on survey desig...

The theme of our 17th podcast episode is MSP Strategy.

Joining our host Jeremy Balius to discuss all things strategy for MSPs in 2025 and beyond is James Davis from TSP Advisory.

In this conversation, Jeremy Balius and James Davis discuss the evolving landscape of IT services, particularly focusing on Managed Service Providers (MSPs) and the challenges they face. James emphasises the decline of traditional support services ...

Our podcast is evolving. The journey started as B2B Tech Marketing Talks, conversations tailored for B2B tech marketing leaders in the channel, partnerships space and in SaaS. As Filament evolved over the last couple years as a GTM agency, the conversations on the podcast broadened in scope beyond B2B tech marketing. The scope is being recalibrated and the podcast will rebrand to: Go-to-Market where we bring you winning GTM stra...

The theme of our 16th podcast episode is Revenue Growth Strategy.

Joining our host Jeremy Balius to discuss all things marketing in a community and community management is Bardia Khalilifar from Conicio Advisory.

In this conversation, Bardia Khalilifar shares his extensive background in technology and business development, detailing his journey from network engineering to leading revenue growth strategies. He discusses the ...

The theme of our 15th podcast episode is SaaS Value Proposition.

Joining our host Jeremy Balius to discuss all things marketing in a community and community management is Gil Rogers from GR7 Marketing.

In this conversation, Gil Rogers shares his journey from an admissions counselor to a fractional CMO in the ed tech space. He discusses the importance of understanding value propositions, the challenges of storytelling in EdT...

The theme of our 14th podcast episode is Community Marketing.

Joining our host Jeremy Balius to discuss all things marketing in a community and community management is Kendall Breitman from Riverside.fm.

Summary

In this conversation, Kendall Breitman shares her unique journey into community management, transitioning from a political reporter to a community manager. 

She explains the essence of community management as fostering conn...

The theme of our 13th podcast episode is Automating B2B Tech Marketing.

Joining our host Jeremy Balius to discuss all things content market automation is Brandi Starr from Tegrita.

Summary

Brandi Starr, COO of Tegrita, shares her journey in B2B marketing and the power of marketing automation. 

She emphasizes the importance of personalization and the need to move away from one-size-fits-all campaigns. 

Brandi discusses the common ch...

The theme of our 12th podcast episode is “Effective Partner Marketing”.

Joining our host Jeremy Balius to discuss all things partner marketing is Alex Whitford, VP of Revenue at Channext.

Summary

In this conversation, Alex Whitford, VP of Revenue at Channext, shares his insights on effective partner marketing. He discusses his background in channel sales and the lessons he learned from his experience at Zoom during the COVID-19 pan...

The theme of our 11th podcast episode is Personalising Content at Scale.

Joining our host Jeremy Balius to discuss all things buyer personas is Grant Hushek, Founder of Grantbot Process Consulting.

Summary

In this conversation, Grant Hushek shares his background in automation consulting and the value it brings to businesses. He discusses his experience with Zapier and the importance of learning through hands-on projects. Grant expl...

The theme of our tenth podcast episode is Partnership Strategy.

Joining our host Jeremy Balius to discuss all things partnerships strategy is Scott Pollack from Firneo.

Summary

Scott Pollack, founder and CEO of Firneo, shares his journey into the world of business development and partnerships. He discusses how he fell into partnerships and the challenges he faced as a partnerships professional in a world dominated by sales and mar...

Joining our host Jeremy Balius to discuss all things buyer personas is Naomi Soman, Founder of Storylogick Consulting.

Summary

In this conversation, Naomi Soman discusses the importance of redefining buyer personas in the marketing world. She emphasizes the need to move away from the traditional approach of creating detailed profiles based on demographics and instead focus on understanding the problems, goals, and dreams of the tar...

The theme of our eighth podcast episode is Channel Strategy. Joining our host Jeremy Balius to discuss all things channel strategy is Harald Horgen, Founder of The York Group.

Summary

In this conversation, Harald Horgen discusses his background in channel development and the evolution of the channel business model. He highlights the importance of cultural transformation in channel strategy and the challenges of navigating differen...

The theme of our seventh podcast episode is Market Development Funds (MDF). Joining our host Jeremy Balius to discuss all things MDF is Liliana Grisales, Global MDF Business Owner at Schneider Electric.

Summary

In this conversation, Liliana Grisales shares insights into the world of MDF programs and channel incentives. Liliana discusses her background and career journey, highlighting her diverse roles at Schneider Electric. She em...

The theme of our sixth podcast episode is B2B Tech Sales Enablement.

Joining our host Jeremy Balius to discuss all things sales enablement is Ed Badawi, Founder & CEO of Sales Inc.

Summary

In this conversation, Ed Badawi, shares insights on understanding sales cycles, content deployment, and the mindset of salespeople. He emphasizes the importance of aligning sales and marketing teams and tells the story of his journey in the ...

The theme of our fifth podcast episode is Content Marketing and the CTO.

Joining our host Jeremy Balius to discuss all things content marketing in the context of the CTO's role is Anthony Spiteri, Regional CTO for APJ, Product Strategy, and Lead Cloud and Service Provider Technologist for Veeam Software.

Summary

Anthony Spiteri shares his origin story and career progression, from starting in tech support to becoming a regional CTO...

The theme of our fourth podcast episode is Podcasting for B2B Tech.

Joining our host Jeremy Balius to discuss all things B2B podcasting is Alisa Manjarrez, Managing Director of Stories Bureau.

As a former marketing executive and current Managing Director of Stories Bureau, a B2B creative agency, Alisa specializes in award-winning digital storytelling, brand strategy, podcasts, and product launch campaigns.

At Stories Bureau, she’s ...

The theme of this third episode is Opportunities in the Channel. Joining our host Jeremy Balius to discuss all things channel landscape is Jay McBain, Chief Analyst at Canalys. Canalys is the world's leading analyst firm with a distinct focus on channels, partnerships, alliances, and ecosystems. The 24-year-old market analysis firm strives to guide clients on the technology industry's future and to think beyond the business mod...

Welcome to the second episode of B2B Tech Marketing Talks, presented by Filament.

The theme of this second episode is Selling To And Through Partners.

Joining our host Jeremy Balius to discuss all things partner sales is Bryan Williams, Founder of Hockey Stick Advisory and the Co-Head of APAC for Partner Leaders.

Bryan works with ambitious Tech Founders, C-Suites and Partner Leaders to develop and deploy effective partner-led growt...