Why is it that B2C marketers can target someone who left a pair of shoes in their cart and follow them around the internet for a week, but that same level of precision just hasn't been the same for B2B?

Agility requires closing the gap between insight and action. It's not enough to know who your audience is; you need the capability to reach them precisely, wherever they are, at the moment it matters most.

Today, we're going to talk about why B2B advertising has historically lagged behind its B2C counterpart in audience targeting and activation. We'll explore the challenges of working with fragmented data and the new opportunities that are emerging to create highly precise, actionable audiences by combining different data sources in a new way.

To help me discuss this topic, I'd like to welcome, Mark Connon, CEO at Bombora.

About Mark Connon

Mark Connon was Chief Operating Officer at TapAd when Experian acquired that company in 2020 — becoming TapAd's General Manager and EVP of Product and Marketing for Experian Marketing Services. As the former SVP, Global Chief Mobile and Data Officer at AOL (a subsidiary of Verizon formerly known as Verizon Media Services), Connon led mobile advertising and data strategy, as well as enterprise-wide data commercialization. He has held a number of C-level positions at both public and private marketing and advertising companies and currently serves as an advisor or board member for several companies in the ad/martech space.

Mark Connon on LinkedIn: https://www.linkedin.com/in/markconnon/

Resources

Bombora: https://bombora.com/

Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/

Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

"Despite the global opportunity available to so many businesses, most are constrained by finite resources. So, the more interesting question isn't "what should we translate?" but rather, "what's the real cost of not localizing the right customer touchpoint, and how do you even begin to calculate that risk?"

Agility requires more than just speed; it demands the sensitivity to know when a universal message fails and a local one is needed. It's the capacity to pivot your entire customer experience to resonate in a new market, not just as a translation, but as a native conversation.

Today, we're going to talk about navigating the complexities of global expansion. We'll get into the strategic decisions leaders have to make when localizing content, such as where to spend the budget for maximum impact, and the critical choice between leveraging AI for scale and speed versus deploying human experts for nuance and connection.

To help me discuss this topic, I'd like to welcome, Ilya Spiridonov, Chief Commercial Officer at Alconost.

About Ilya Spiridonov

Ilya Spiridonov is the Chief Commercial Officer at Alconost, an ISO-certified localization company that has been helping businesses grow internationally since 2004. He leads the company's sales and revenue strategy, focusing on building long-term client partnerships and driving sustainable growth. With expertise in scaling global sales operations, Ilya oversees everything that fuels revenue - from business development and client success to aligning commercial initiatives with Alconost's localization and technology services.

Ilya Spiridonov on LinkedIn: https://www.linkedin.com/in/ilyaspiridonov/

Resources

Alconost: https://alconost.com/en

Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/

Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

Are most of your channel partners producing very little value for your business?
Agility requires more than just signing up partners; it demands a dynamic approach to activating and enabling the *right* ones. It's about ruthlessly prioritizing relationships that generate mutual value and being nimble enough to change or sunset those that don't.
Today, we're going to talk about the often-unspoken reality of partner programs: the vast gap between the impressive number of logos on a partner page and the handful that actually contribute to the bottom line. We'll explore why so many partners become ""paper partners""—partners in name only—and how to build a program that focuses on tangible value and repeatable revenue, not just vanity metrics.
To help me discuss this topic, I'd like to welcome Peter Fogelsanger, Fractional Partner Executive at Peter Fog LCL. Peter, welcome to the show!

About Peter Fogelsanger

Peter is a seasoned partner executive and partner program consultant. He provides fractional consulting and program advisory services to growth companies. Current engagements include several early-stage PE or VC backed startups.. Prior to consulting, Peter was founding Head for Partnerships and Enablement at Contentstack, building the program from the ground up which produced over $22M in pipeline.
Prior to Contentstack, Peter was VP of Partner Engagement (NA) at Thunderhead, an omni-channel customer journey and personalization platform. While at Thunderhead, Peter led the enablement in NA for Salesforce Marketing Cloud - Interaction Studio, helping drive more than $50M in ARR in 24 months.
Earlier in his career, Peter was in direct sales for over eight years at leading CMS vendors Sitecore and SDL. He also spent more than 12 years in sales/marketing at digital agencies helping clients with digital transformation related projects. Major clients have included FedEx, Charles Schwab, Humana, Duke Energy, TD Bank, Stanley Black & Decker, Nasdaq, Marriott, and the Veterans Administration.
Peter has been a speaker on partner programs, enablement, personalization/content management, and active in several related communities. In his spare time, Peter enjoys carpentry and DIY projects and has many years as a coach for youth soccer and high school track.

Peter Fogelsanger on LinkedIn: https://www.linkedin.com/in/peterfog/

Resources

Peter Fog LCL: www.peterfog.com

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow

Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company