The B2B Marketing and PR podcast
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Displaying all 4 Episode of The B2B Marketing and PR podcast with the tag “icp”.
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Episode 127: Summary findings: 5 surveys hint at where B2B marketing plans to spend money in 2026
December 9th, 2025 | 16 mins 25 secs
b2b, b2b customers, b2b marketing, b2b prospects, b2b sales, budget planning, buyers journey, cmo, icp, ideal customer profile, marketing budgets, marketing interactions, sales interactions, touchpoints
Most marketers believe the marketing budget will grow modestly next year; marketing spend for next year themes center on AI, CX, and improved targeting
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Episode 122: Does long form content still have a place in the era of generative AI?
October 28th, 2025 | 8 mins 43 secs
b2b, b2b customers, b2b marketing, b2b prospects, b2b sales, buyers journey, customer feedback, customer service, customer support, icp, ideal customer profile, market research, marketing interactions, sales interactions, survey research, touchpoints
Early indications are generative AI tends to surface long form in-depth content; visitors from AI results browse with purpose and are more likely to convert
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Episode 117: People are not taking government surveys; businesses have the same problem
September 23rd, 2025 | 8 mins 59 secs
b2b, b2b customers, b2b marketing, b2b prospects, b2b sales, buyers journey, customer feedback, customer service, customer support, icp, ideal customer profile, market research, marketing interactions, sales interactions, survey research, touchpoints
Businesses need to take a more considered, deliberate and comprehensive approach to feedback; don’t allow a machine to get between your business and the customer
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Episode 116: Data: How many touches does it take to attract and turn B2B prospects into customers?
September 16th, 2025 | 7 mins 8 secs
b2b, b2b customers, b2b marketing, b2b prospects, b2b sales, buyers journey, icp, ideal customer profile, marketing interactions, sales interactions, touchpoints
Surveys say from start to finish, B2B prospects require a dozen touches or more, but behavioral data finds it may require hundreds of interactions