#32: The Amazonification of B2B ecommerce with Alex Sayyah at Aleran
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Release Date: 12/10/2024
#61: How agentic AI can transform B2B event marketing with Travis Cushing, CPO of RainFocus
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
If you had to bet on one technology that will fundamentally reshape B2B marketing in the next five years what would it be, and would it have “agentic” and “AI” in the name? Agility requires not just reacting to technological advancements like agentic AI, but proactively experimenting with them and adapting your strategies based on real-world results. It also requires organizational buy-in and a willingness to challenge established norms. Today, we're going to talk about the rise of agentic AI and its potential to revolutionize B2B marketing, particularly in event marketing. To...
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#60: Anticipating and adapting to change with Kathleen Pomento, ProcureAbility
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Agility requires not only adapting to change but also anticipating it. This means understanding the evolving needs of your customers and the broader market landscape, and adjusting your strategies accordingly. Today, we're going to talk about navigating the complexities of marketing in the procurement services industry, especially in times of economic uncertainty, and how mentorship plays a crucial role in developing future leaders. To help me discuss this topic, I'd like to welcome Kathleen Pomento, CMO at ProcureAbility. Kathleen, welcome to the show! About Kathleen Pomento...
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#59: Maintaining customer centricity by knowing when to automate with Jeanne Duca, BCN
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
With customer centricity being top of mind, is the rush to automate and hyper-personalize making things better or is it making customers feel less connected to their favorite brands? Agility requires keeping the human elements of empathy and understanding visible and audible beneath growing layers of automation tools. Today we’re going to talk about how a human-centric approach to managed network and technology solutions drives loyal, long-term customer relationships. To help me discuss this topic, I’d like to welcome Jeanne Duca, Chief Marketing Officer at BCN. About Jeanne Duca...
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#58: Interfaces that generate joy, with Dominik Angerer, Storyblok
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Is it possible for enterprise marketing technology to actually spark joy? Or are we all just resigned to a future of clunky interfaces and frustrating workflows? Agility requires adaptable technology and empowered teams. It also requires a willingness to embrace new approaches and a focus on continuous improvement. Today, we're going to talk about the intersection of marketing technology, user experience, and the surprising role of joy in driving productivity and innovation. A recent study by Sago and IVP Research Labs has revealed some fascinating insights into how modern...
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#57: Supply chain as competitive advantage with Salvatore Lombardo, Coupa
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Is your supply chain a competitive advantage, or your biggest liability waiting to be exposed? Agility requires preparing for the unpredictable, especially when your brand’s ability to deliver hinges on global events that are entirely out of your control. In a world of political unrest, regulatory change, and natural disasters, the brands that win are the ones who can pivot fast — without losing their balance. Today we’re going to talk about the crucial connection between modern supply chain strategy and brand agility. To help me discuss this topic, I’d like to welcome Salvatore...
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#56: Building a global B2B marketing strategy with Sangeeta Prasad, Slalom
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
What’s harder—building a global marketing strategy from scratch, or educating your organization on why it matters in the first place? Today’s guest has done both—twice. Sangeeta Prasad is the Chief Marketing Officer of Slalom, a global business and technology consulting firm with $3 billion in revenue and a presence in over 40 markets. With three decades of marketing experience—across brands like Procter & Gamble, American Express, and Chase—Sangeeta has spent her career not just building campaigns, but building belief in the power of marketing. About Sangeeta Prasad...
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#55: AI and small businesses with Aparna Khurjekar, Verizon Business
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
We're seeing a fascinating paradox: while everyone's talking about AI's impact on Big Tech, it's quietly revolutionizing small businesses. Is this a sign that SMBs are more agile and adaptable than their enterprise counterparts, or is something else at play? Agility requires not just adopting new technologies, but understanding how they fundamentally reshape your business operations, customer relationships, and even your competitive landscape. It's about being proactive, not reactive, in the face of rapid change. Verizon’s sixth annual State of Small Business Survey - based on...
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#54: Building a world-class brand from scratch with Maria Winans, Kyndryl
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
What if rebranding wasn’t just about a new logo and tagline, but about transforming an 80,000-person company’s entire culture and strategy? What if brand became one of your most valuable tools for business reinvention? Today, I’m joined by Maria Winans, Chief Marketing Officer at Kyndryl. After nearly three decades at IBM, Maria took on the monumental task of launching Kyndryl as a stand-alone brand following its spin-off. With a workforce of over 80,000 people across more than 60 markets, Maria has redefined what it means to build a world-class brand from scratch—one that’s...
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#53: Creating brands and categories in regulated industries, with Kristin Russel, Symplr
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Can a brand in a highly regulated industry stand out without stepping outside the lines? Today we’re going to talk about how to create memorable brands and even new categories—within established and often highly regulated sectors like healthcare technology. To help me discuss this topic, I’d like to welcome Kristin Russel, Chief Marketing Officer at symplr. About Kristin Russel With over 25 years of experience in marketing, I am a senior executive and entrepreneur who has scaled businesses of all sizes, from startups to multi-billion dollar companies. I am passionate about leading...
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#52: Navigating the effect of AI on marketing jobs and the job market with Sue Keith, Landrum Talent Solutions
B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
This episode is brought to you by Landrum Talent Solutions, a national recruiting firm specializing in marketing and HR positions. Our guest today has been keeping us up to date with the current state of hiring for marketers on a quarterly basis, which has taken us on quite a roller coaster ride. Today we’re going to look at how marketing and communication execs are responding to the latest developments in the world while still needing to get their work done. To take a look at the latest here, I’d like to welcome back to the show Sue Keith, Corporate Vice President at Landrum Talent...
info_outlineIs your B2B buying experience stuck in the past? If you’re making your customers email for a quote while competitors offer seamless online purchasing, you could be losing the next generation of buyers.
Today we’re discussing the Amazonification of B2B commerce with Alex Sayyah, CEO of Aleran Software. We’ll dive into how B2B companies are adopting B2C principles in e-commerce and why Gen Z and Millennial buyers are pushing for a shift to seamless, online purchasing—even for complex products.
About Alex Sayyah
Alex Sayyah brings over 20 years of experience leading eCommerce, digital innovation, and revenue teams for global B2B and B2C brands.
As a strategic, data-driven and growth-focused executive, Alex lives by the mantra: push harder. With proven success creating strategic roadmaps that drive market development and expansion,
He has managed teams and revenue goals across the Americas, Europe, and Asia, and is exceptional at growing omni-channel marketing programs for online/offline businesses.
Alex has helped generate $130+ million dollars worth of digital revenue by correctly identifying the opportunity in direct download software industry trends, structuring a compelling suite of products for Consumers and Businesses, and building a marketing machine to capture the benefits.
Resources
Aleran website: https://www.aleran.com
The B2B Agility podcast website: https://www.b2bagility.com
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Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/
Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com