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PODCAST

Leader Generation

Mod Op’s Leader Generation podcast, hosted by Tessa Burg, inspires growth-minded marketers with ideas and insights from industry experts who use progressive strategies to win at marketing.

business marketing

All Episodes

42:51

EP51: Riding The Marketing Roller Coaster Into 2023

Leader Generation ·

2022/12/06

All the ups and downs have made the last few years a wild ride for marketers. What impact do these challenges have on brands? And what’s next for 2023? Lisa Colantuono joins Tessa Burg on the Leader Generation podcast. During their conversation, they hit on a wide spectrum of topics, including: What’s keeping CMOs up at night Agency/client relationships Brand vs. Demand Personalization Where to spend marketing budget in 2023 And more This episode of the Leader Generation Podcast is hosted by Tessa

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25:17

EP50: Employer Branding & Its Role In Recruitment

Leader Generation ·

2022/11/22

Employer branding is essential in today’s competitive job market. It not only creates a positive impression of your organization but also helps attract top talent. On this episode of Leader Generation, experienced brand marketing professional Whitney Cornuke answers questions such as: How important is employer branding in recruiting? What are the benefits of employer branding? How does it differ from other forms of marketing? Employers who invest time and resources into their employer brand will

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22:32

EP49: Part 2: Shift To The Future With Machine Learning

Leader Generation ·

2022/11/08

Matz Lukmani, Product Lead at Google, joins us once again on the Leader Generation podcast. In Part 2, Matz focuses on Performance Max a new goal-based campaign type that allows marketers to access all of their Google Ads inventory from a single campaign. Powered by machine learning, Performance Max helps marketers drive performance based on specified conversion goals. In Part 1, he answered common questions from marketers about Google Analytics 4. Tune in to hear how these tools can help marketers

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17:23

EP48: Shift To The Future With Machine Learning

Leader Generation ·

2022/10/25

Measure Better With Google Analytics 4 & Perform Better With Google Performance Max On July 1, 2023, Google Universal Analytics (UA) will stop processing new website data. That’s due to the introduction of Google Analytics 4 (GA4), a next-generation analytics tool powered by machine learning. What do marketers need to know about GA4? How does it track data differently? What role does it play in the martech stack? What is Google Performance Max? What’s common between Google Analytics 4 and

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06:01

EP47: 5 Misconceptions About Google Analytics 4 (GA4)

Leader Generation ·

2022/10/11

In July of 2023, GA4 will replace Universal Analytics. The shift to has left marketers with more questions than answers. Plus, plenty of misconceptions. In under six minutes, Tessa Burg quickly hits on five common myths about GA4. She then delivers the truths as well as some tips on how to make the most of the new GA4 platform. About Tessa Burg: Tessa Burg is Host of the Leader Generation podcast and Chief Technology Officer at Mod Op, a full-service marketing communications agency focused on

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30:24

EP46: The Death Of MQLs: How To Measure Marketing...

Leader Generation ·

2022/09/20

Most of today’s marketing performance is measured by MQLs. A marketing-qualified lead is a prospect that the marketing team determines is worthy of being passed along to the sales team. The challenge? Salespeople in the B2B space typically look for best-fit accounts versus individual prospects. Therefore, marketing and sales aren’t on the same page. Jon Miller, Chief Marketing Officer at Demandbase, discusses marketing and sales alignment. Using data to access purchase intent. Switching to MQAs

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32:32

EP45: The Future Of Data For B2B Marketers

Leader Generation ·

2022/09/08

Data drives B2B marketing. But many marketers question how upcoming changes will shape the future of digital marketing. What’s happening with cookies? How will the migration to Google Analytics 4 (GA4) impact marketing? Is there new legislation around customer data? Tim Hayden, CEO of Brain+Trust, talks about data unification. He also discusses trends in data strategy and what B2B marketers should focus on now and in 2023. This episode of the Leader Generation Podcast is hosted by Tessa Burg,

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27:55

EP44: Marketing Support Businesses Need To...

Leader Generation ·

2022/08/23

As B2B marketers, it’s important to understand what businesses in service and trade industries need from us. What marketing support could help operators, contractors, dealers, brokers and owners better sell our products? Mark Wilson—Marketing Manager at Fire & Ice Heating and Air Conditioning—shares his insights. He talks about the importance of products with brand equity, support that fuels his company’s marketing efforts, local activations from manufacturers, and more. About our guest, Mark

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16:33

EP43: Returning To In-Person Sales & Marketing Events

Leader Generation ·

2022/08/08

In-person sales and marketing events are a great way to connect with potential customers and build relationships. They also provide a unique opportunity to meet new contacts, network with other professionals and create community. But what does it take to build a tight-knit community? And how do you drive traffic to in-person events post-pandemic? Tessa Burg catches up with Cathy McPhillips during MAICON (Marketing AI Conference). Cathy discusses what it’s like to host an in-person event in 2022 as

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27:26

EP42: Why Brand Loyalty Is More Important Than Ever

Leader Generation ·

2022/07/27

US inflation skyrocketed to a 40-year high. Today’s consumers face price hikes on everything from clothing to groceries—and all the categories in between. Can well-known brands maintain customer loyalty? Can they prevent buyers from trading down and purchasing products based on price? Kevin Krekeler and Tessa Burg discuss the importance of brand loyalty and how marketers can cultivate it to build customer retention. Hear all about it on this episode of Lead(er) Generation. About Kevin

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23:25

EP41: Tips To Execute Account-Based Marketing Strategy

Leader Generation ·

2022/07/11

Account-based marketing is one of the most effective ways for B2B companies to reach decision-makers of right-fit accounts. In our live ABM Panel Discussion, marketing and sales leaders explained why account-based marketing is so beneficial for B2B. On this episode, we continue the conversation and dive into ABM execution. Katie St. Peter answers questions about resources, technology, tools, marketing channels, measurement, and more. Follow along for tips on how to kickstart your ABM

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29:05

EP40: How To Bridge The Gap Between Sales and Marketing

Leader Generation ·

2022/06/22

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

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36:35

EP39: Can ABM Strategies Improve Lead Generation?

Leader Generation ·

2022/06/07

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

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22:25

EP38: Part 3 Independently Owned Restaurants Series

Leader Generation ·

2022/05/25

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

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31:26

EP37: Part 2 Independently Owned Restaurants Series

Leader Generation ·

2022/05/17

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

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33:11

EP36: Part 1 Independently Owned Restaurants Series

Leader Generation ·

2022/05/10

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

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30:22

EP35: The Role Of Market Research In B2B Lead Generation

Leader Generation ·

2022/04/27

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

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35:17

EP34: What Is The Role Of Marketing Technology In...

Leader Generation ·

2022/04/11

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

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23:33

EP33: Is Marketing The New Sales?

Leader Generation ·

2022/03/22

Salespeople have long been considered the face of a company. They sell products or services, negotiate deals and close the sale. In recent years, however, companies have begun replacing salespeople with marketers. Today, marketing is often seen as the primary way to generate leads and increase sales. As a result, companies are investing heavily in marketing departments. And they’re also hiring more marketers than ever before. How did this trend begin? What are the pros and cons? Is marketing

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20:55

EP32: Cognitive Marketing: Build More Successful...

Leader Generation ·

2022/03/09

Episode Description: Marketing is a science. And now, thanks to advances in cognitive science, marketers can harness the power of human psychology to influence consumer behavior. What is cognitive marketing? What are its benefits? How does it differ from other types of marketing? Learn all this and more during an interview with Sandeep Dayal, seasoned marketing and strategy leader. He shares how cognitive science can be applied to branding and marketing. Plus, how we can use cognitive marketing

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