Host: Tessa Burg

Marketing and sales are both important parts of any business. However, if they don't work together, then there is no way to succeed. How do you show the value of marketing to sales, especially in B2B industries like manufacturing? 
Long-time manufacturing marketer, Monica Gasbarre, talks about how to align marketing to organizational sales goals. Plus, how to build strong relationships on a foundation of communication and collaboration so marketing and sales act as one team. 
Listen to this episode to learn how to bridge the gap.
 
About Monica Gasbarre: 
An experienced marketing leader, Monica is the Director of Marketing & Sales Operations at Spartronics. She has a strong reputation for developing strategic marketing plans that she oversees from initiation to final execution. Monica supports and achieves corporate objectives by successfully managing programs dedicated to customer retention, lead generation, demand generation and sales enablement.
 

When it comes to B2B sales and marketing, account-based marketing (ABM) is a hot topic. That’s because a buying group is typically made up of 6-10 people who must collaborate to make final enterprise decisions.
How can you use ABM to target the decision-makers on specific accounts? Can you leverage digital marketing tools for ABM? Does AMB increase the quality or quantity of leads?
In this episode, we interview ABM leader, Ryan Elmiger. He answers common questions, shares his knowledge, and talks about the relationship between ABM and lead generation. 
 
About Ryan Elmiger: 
Ryan Elmiger has 20+ years of marketing experience in B2B and B2C. He is Account-Based Marketing (ABM) Certified by ITSMA and currently holds the position of ABM Government Cluster Lead at ServiceNow.
Ryan works alongside the sales team to develop ABM strategies for high-value accounts. He ensures all marketing activities target the right account stakeholders. Plus, drives the strategy for hyper-personalized content that speaks to specific account needs and imperatives.

 
The restaurant industry has been hit the hardest during the pandemic. According to the National Restaurant Association, 110,000+ food and beverage establishments in the U.S. temporarily or permanently closed for business. 
How did local restaurants stay afloat? What creative pivots did they embrace? Were the changes temporary or here to stay? 
If you’re a marketer or salesperson in the restaurant industry, you need to know how independent operators tick. Listen to this conversation with the co-owner of a local Vietnamese restaurant to better understand the needs and challenges independents face.
 
About Chris Nguyen 
Chris Nguyen is the co-owner of Superior Pho Vietnamese Restaurant. Under his leadership, the small, ethnic, mom-and-pop restaurant has become a local household name. In fact, Superior Pho has received accolades and recognition from national media outlets such as Food Network Magazine, The Travel Channel, Esquire Magazine, Buzzfeed and more.
Chris is dedicated to serving under-resourced and underrepresented communities. He’s used his position at Superior Pho to employ and empower a variety of underrepresented people from various communities and teach leadership through service. 

 
Independent restaurant owners face many challenges that are unique to those of large chains. If you work in sales or marketing for the food service industry, you must understand these differences to successfully communicate with Independents. 
The best way to learn? Hear the struggles and needs of restaurant owners first-hand. Listen to industry veteran, Laurie Torres, share the ups and downs of restaurant ownership on this episode of the Lead(er) Generation podcast.
 
About Laurie Torres:
Laurie Torres is the Owner of Mallorca, a fine-dining experience in Cleveland, Ohio. She manages the operational and strategic vision of the restaurant, which has been serving Spanish and Portuguese cuisine for 20+ years. 
Laurie is instrumental in identifying emerging trends in the food industry. She serves as the President of Cleveland Independents. Plus, she’s won multiple industry accolades, including the 2021 Rising Star Award by the Ohio Restaurant Association.

 
Independent restaurants offer unique dining experiences, such as farm-to-table meals or craft cocktails. But they also face unique challenges that are far different than those of large restaurant chains.
Offering solutions to the difficulties that independents face, may mean the difference between a win or loss for both sales and marketers in the food service industry.
What are the biggest challenges of independent restaurant operators? How has the pandemic changed their business? How can suppliers, sales and marketers deliver better support? 
Hear the answers to these questions—and more—from Jess Edmonds, Catering Director & Partner at Spice Hospitality Group, on this episode of Lead(er) Generation.
 
About Jess Edmonds:
Jess Edmonds is the Catering Director & Partner at Spice Hospitality Group. She has nearly two decades of experience in the food and beverage industry. Jess honed her service talents in high-traffic Cleveland hot spots before joining Spice Catering Co. in 2008. 
In 2015 she moved into the Catering Director role and manages an incredible team of Event Planners that create exceptional dining experiences all over town. Jess also lends her hand to general operations of The Spice Companies, planning the annual Plated Landscape Calendar and fostering business relationships throughout Cleveland, OH. 

 
Market research helps marketers gain insights into consumer behavior, attitudes, opinions, and preferences.
But how important is it in B2B lead generation and marketing communication? Can market research help you develop more effective strategies and campaigns?
Explore this topic with expert market researcher, Lauren Schmidt from the full-service marketing research and consulting company NSRC.
 
About Lauren Schmidt:
Lauren Schmidt is the Senior Director of Client Services & Strategy at NSRC. She has 20+ years of quantitative research experience with clients in a wide range of industries. While Lauren has an extensive skill set, she’s most passionate about B2B and Voice of Customer (VoC) research as well as driving ROI. Lauren’s philosophy is that market research is a necessity—not a luxury.

Are you struggling to get leads? Are you looking for ways to improve your sales funnel? If yes, then you should definitely join us to explore the role of marketing technology in lead generation.
Marketing technology has become a crucial part of every company’s strategy. From CRM software and email marketing platforms to analytics and automation tools, technology plays a vital role in improving the efficiency and performance of your marketing campaigns.
Technical demand generation marketer and returning guest, Hana Jacover, joins Tessa Burg on this episode of Lead(er) Generation. She answers questions and provides tips on how marketers can leverage the power of marketing technology to generate leads.
About Hana Jacover:
Hana Jacover is the Chief Hype Officer at Hype House Consulting & Coaching. She is a technical demand generation marketer with a proven track record of strategies and programs that accelerate revenue. 
Hana has deep experience in the optimization of high-performance tactics and marketing automation technologies that build and measure the pipeline. She also has a thorough understanding of marketing strategy as well as data, attribution and execution.

Personal branding is a powerful tool for marketers and salespeople to attract business. The challenge is that it takes time and effort to build a strong digital presence. 
Explore how you can identify and create your own authentic digital brand with Madeline Fetterly. 
She’ll share tips on how to harness your passion and expertise. Plus, how to leverage your online presence to gain a steady stream of new leads and drive business development.
About Madeline Fetterly:
Madeline Fetterly is a partnership builder, creative storyteller, strategic thinker, and champion for women's leadership. As the CEO and Founder of Be The Brand, Madeline partners with individuals to amplify their thought leadership and build purposeful and powerful online brands. She believes we each have a voice and a story to tell, and it’s up to us to choose how we use it. In addition to her expertise in strategic counsel, Madeline is passionate about good, strong leadership; being mission obsessed and creating people-focused work environments.
 

Artificial intelligence is here now, and here to stay. Marketers can use AI to automate hundreds of repetitive tasks that occur throughout the customer journey. The challenge: where to start? 
This episode is your jumping-off point. You’ll learn the benefits of using AI in your marketing. Plus, how to use AI to generate leads and shorten the sales cycle for better business results.

The CPG industry is rapidly changing. Retailers are faced with ongoing challenges, from changing shopper behaviors and labor shortages to supply chain disruptions and beyond.
In his conversation with Tessa Burg, guest Will Salcido shares how we can “win” in the evolving CPG landscape by combining data with storytelling. Hear about what data is important to retail buyers, common stories that sell, how to align with retail strategies and more on this episode of Lead(er) Generation.