The B2B Sales & Marketing Hotline
The B2B Sales & Marketing Hotline is a podcast that offers expert advice on B2B sales and marketing strategies. Hosts Maryanne McWhirter and Emily Hartzell discuss emerging and proven tactics to help businesses grow. The show features actionable tips, real-world examples, and candid discussions on industry trends. Listeners can submit their questions for potential on-air answers.
Episodes
Wait... People Still Read Blogs?! (AEO is the New SEO)
In this episode, Emily and Maryanne unpack how blogging for B2B has evolved in the age of AI.
From writing for Google to writing for ChatGPT, they explore why traditional SEO tactics no longer cut it (and what you should be doing instead to make sure large language models [LLMs] like ChatGPT actually understand and recommend your business).
Whether you're still writing blogs like it’s 2019 or w
Dear [First Name]: How to Fix Your Lead Nurturing Sequences
We’ve all seen it. The dreaded “Dear [First Name]” email that instantly screams automation gone wrong.
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down what separates a nurture sequence that feels human from one that feels like a workflow.
They explore:
- How to build empathy and credibility through every touchpoint
- Why timing and tone matter as much as your
Audit Your Funnel: Are Your “Qualified” Leads Actually Qualified?
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down the evolving world of lead qualification.
Gone are the days when a simple form fill or email open equaled a marketing qualified lead. Today’s B2B buyers follow nonlinear journeys and your qualification strategy needs to catch up.
They dive into how lifecycle stages should actually reflect buyer intent, how to sep
Prompt Like a Pro: Smarter AI Requests for Better Outputs with Stevie Stroecker
What’s the secret to getting smarter, more strategic outputs from AI tools like ChatGPT?
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne welcome their very first guest, LeadG2’s own Stevie Stroecker, for a practical and insightful conversation on the art of AI prompting.
From crafting better briefs to building style guides and prompt libraries, this episode is packed wit
Onboarding HubSpot the Right Way: What Every B2B Team Should Know
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down exactly what goes into a successful HubSpot onboarding.
From the first discovery call to training your team and launching automated workflows, they walk through each critical phase and share real-world lessons from hundreds of implementations.
You'll learn why out-of-the-box setups often fall flat, what most comp
Oops! Our CRM is a Mess: How to Clean Up and Maintain a High-Functioning CRM
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne dive into the all-too-common issue of messy CRMs.
Together, they explore why CRMs often become cluttered with duplicate contacts, incomplete fields, and outdated information, causing stress and inefficiency. They also share actionable steps to clean up your CRM, including setting clear data standards and expectations for you
(Quick Chat) Why HubSpot's Loop Marketing Changes Everything
In this Quick Chat, Emily and Maryanne break down one of the biggest shifts to come out of INBOUND: Loop Marketing, HubSpot’s new blueprint for modern, AI-aware marketing.
They unpack how the traditional funnel model is fading, why Answer Engine Optimization (AEO) is the next evolution of SEO, and how HubSpot’s latest tools (including AEO grading, agent marketplaces, and the new Marketing Studio)
(Quick Chat) Attending INBOUND 101: Tips to Maximize Your Experience at HubSpot’s Flagship Event
Attending INBOUND 101: Tips to Maximize Your Experience at HubSpot’s Flagship Event
Headed to INBOUND this year? Whether you’re a first-timer or a seasoned attendee, this quick episode of The B2B Sales & Marketing Hotline is packed with practical tips to help you make the most of HubSpot’s annual conference (now in a brand-new location: San Francisco)!
Emily and Maryanne share everything they’ve
HubSpot Reporting Hacks: Here's What Should Be on Your Dashboard
In this episode of The B2B Sales & Marketing Hotline, Maryanne and Emily dive into the often-overlooked powerhouse of your CRM—reporting and dashboards. From avoiding common mistakes to building dashboards that actually drive action, this episode is packed with practical guidance for sales and marketing leaders.
Together, Maryanne and Emily break down:
- The difference between HubSpot’s pre-buil
Building Winning Sales Playbooks
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down what separates a “meh” sales playbook from a high-impact resource that actually drives results. Whether you're building one from scratch or trying to get more value from the one you have, this episode is packed with actionable advice to help you get there.
Here’s what you’ll learn:
- What to include in a winning
From Proof to Purchase: Using Case Studies to Shorten the Sales Cycle
In this episode of The B2B Sales & Marketing Hotline, Maryanne and Emily break down the power of customer success stories and how to use them strategically in both sales and marketing. From building trust to shortening the sales cycle, they share insights on crafting case studies that actually move the needle—and how to avoid common pitfalls.
In this episode, you’ll learn:
- How to structure a c
Becoming a Thought Leader: How to Build Trust in B2B Relationships
In this episode of the B2B Sales and Marketing Hotline, Emily and Maryanne explore how becoming a thought leader helps build trust in B2B relationships
Together, they break down:
- How to define and differentiate thought leadership from personal branding in the B2B context.
- Simple strategies to get started with thought leadership using content you already have, such as company materials and i
Adopting a New CRM: Do's and Don'ts
Emily and Maryanne dive into the essentials of adopting a new CRM, sharing their top do’s and don’ts to help you get the most out of your CRM implementation. Whether you're upgrading or starting fresh, they cover best practices for setting up, training, and optimizing your CRM system.
Together, they cover:
- Key do’s for CRM setup, including evaluating options and setting business goals
- Common
Mastering Marketing Hub: Key HubSpot Features You Should Be Using
In this episode of the B2B Sales & Marketing Hotline, Emily and Maryanne dive into the latest trends within HubSpot's Marketing Hub, offering insightful strategies to elevate your marketing efforts NOW.
Together, they explore:
- How HubSpot's marketing automation can save time while delivering highly personalized content based on CRM data.
- How effective lead scoring allows for more detailed
Beyond the Hype: Making AI Work for Your B2B Strategy
In this episode of The B2B Sales & Marketing Hotline, Maryanne and Emily explore practical ways to leverage AI for B2B sales and marketing success.
Together, they break down:
- The importance of testing different AI tools to see what works best for your business
- How AI can enhance sales enablement, streamline email communications, and improve lead scoring.
- How AI tools like ChatGPT and Hu
The B2B Buying Process: Dream Vs Reality
In this episode of The B2B Sales & Marketing Hotline, Maryanne and Emily dive into the complexities of the B2B buying process, exploring the gap between the ideal scenario and the reality. While many envision a seamless journey from lead generation to closing a sale, the truth involves multiple touchpoints and extended timelines.
Together, they break down:
- How businesses often overlook the im
Crafting a Compelling B2B Podcast: From Concept to Launch
In this episode of The B2B Sales & Marketing Hotline, Maryanne and Emily dive into the art of crafting a compelling B2B podcast, taking you from concept to launch.
Together, they explore:
- The benefits of this medium, from boosting brand awareness to generating leads
- How podcasting offers a unique blend of personality and thought leadership that other formats may lack.
- How to effectivel
Mapping Content to the Buyer's Journey: A Sales-Driven Approach
In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne explore how to go about mapping content to the buyer's journey.
They break down:
- Each stage of the buyer's journey—awareness, consideration, and decision—offering actionable strategies to map your content effectively.
- How dual-purpose content can enhance both marketing outreach and sales engagement, ensuring seamless
Unifying Your B2B Strategy Through HubSpot Integrations
In this episode of The B2B Sales & Marketing Hotline, we're exploring the world of HubSpot integrations to help you craft a unified B2B strategy.
Here, you'll learn:
- How connecting HubSpot with other tools can streamline your operations and make HubSpot your "single source of truth."
- How to conduct a tech audit to identify integration opportunities and understand the importance of maintai
Streamlining Your Sales Funnel with HubSpot Automation
In this episode, Maryanne and Emily dive into the art of streamlining your sales funnel with HubSpot Automation.
In this episode, you'll learn:
- How to effectively align sales and marketing efforts by focusing on the buyer's journey from awareness to decision-making
- The importance of creating a well-defined sales process before implementing automation
- How to use automation tools like work
Content Repurposing: Getting More Mileage Out of Your Content
In this episode of the B2B Sales & Marketing Hotline, we're diving deep into the art of content repurposing.
Discover how to identify your most valuable content and transform it into multiple formats to maximize its reach and impact.
In this episode, you'll learn:
- How to identify repurposable content
- Repurposing strategies
- How to tailor repurposed content to target personas
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