Growth Driver

‼️ Relatability > Perfection. Too often, content creators feel pressure to show up as the expert—the all-knowing authority. But the truth is, people don't connect with perfection; they connect with people. What makes you stand out isn't having all the answers—it's sharing your lived experiences, your curiosities, and even the things you've struggled with. The more human and truthful you are, the more you'll resonate. In our conversation with James Carbary, we dig into why the most impactful creators lean into their authenticity first—and expertise second. Find the episode wherever you listen to Growth Driver for the full conversation! #B2Bmarketing #ThoughtLeadership #Authenticity #GrowthDriver John Common Intelligent Demand Sweet Fish

Aligning your cross-functional leaders on priorities isn’t just a nice-to-have—it’s the game-changer for B2B growth organizations today. But here’s the kicker: alignment doesn’t happen by accident. It takes a routine process and a dedicated space for honest conversations and decision-making. When leaders come together to hash out the real priorities, they leave the room aligned, committed, and ready to execute on a unified path to growth. That’s how you turn competing agendas into collective momentum. Are you creating that space? If not, you’re missing a massive opportunity to accelerate growth. 🎥 Check out the full episode with Corey Livingston for more insights on how to make it happen. Growth Driver is available wherever you listen. #B2Bgrowth #2025goals #Alignment #GrowthDriver #EfficientGrowth John Common Intelligent Demand

🚨 Struggling to align your marketing and sales teams? Stop trying to align them with each other—start aligning them to your buyer. Buyers don’t care about your quotas or internal timelines. They care about their needs, their timeline, and their buying process. In this episode of Growth Driver, we explore how embracing a buyer-first mindset can help both marketing and sales work smarter, not harder. ✨ Key takeaway: You can’t force buyers to follow your timeline. Instead, meet them where they are and align your efforts to how they actually buy. Catch the full episode with Kerry Cunningham and Terry Flaherty and learn how buyer-first alignment can lead to better results for everyone. 🎧 #BuyerBehavior #MQLs #SmarterB2BSales #GrowthDriver John Common Intelligent Demand Forrester 6sense

When teams operate in silos, it doesn’t just create headaches internally—it creates disjointed customer experiences that stop growth in its tracks. Our CEO and host of the Growth Driver podcast, John Common, recently joined The Transaction Podcast to break down why alignment is the key to unlocking scalable, repeatable revenue growth. 🎧 In this conversation, John dives into: 👉 The danger of siloed heroics vs. aligned growth playbooks 👉 How misalignment sabotages your customer experience 👉 Practical steps to get marketing, sales, and customer success pulling in the same direction Head over to the full episode of The Transaction Podcast with Craig Rosenberg and Matt Amundson to hear it all: https://lnkd.in/gaiigN7n #Misalignment #CustomerExperience #SiloedHeroics

Paradigm-shifting listen alert 🎧 (for B2B marketers, podcasters, content creators and GTM revenue leaders) The latest episode of the Growth Driver features two of the absolute best in B2B revenue thought leadership. I met James Carbary and John Common in 2018 at separate sales conferences and became fast friends with both of them. Shortly after meeting James (and appearing on his podcast), I launched my own interview-based show, the Benefits Influencer - Podcast. I owe much of the style and format of that show to what I learned from James and his B2B Growth show in those early days. And now he's up and changed everything... and it's pretty incredible. James now contends that if the goals of your podcast are thought leadership and brand awareness then you really need to focus your episodes around your unique point-of-view. NOT the particular point-of-view of your guests. And with this in mind maybe you don't even (always) need guests. James calls it co-hosted commentary. And it's exactly why I LOVE John Common's Growth Driver podcast. He doesn't just ask a list of questions and try to get a few data points out of his guests, but rather he dialogues with them, challenges them, provides his insights, and brings an authentic and real conversation to life. If you're intrigued, tune into John and James chatting about the pivot to co-hosted commentary on a co-hosted commentary podcast (yeah, it's super meta).

When it comes to winning new business, the playbook often centers on disrupting the status quo—convincing prospects to leave behind their current solutions, whether it’s a competitor or a DIY approach. But what happens once you become the status quo? Renewals and cross-sells are a completely different game. In these moments, disrupting the status quo works against you. Instead, it’s about leveraging the bias toward stability and continuity. Remind your customers why they chose you in the first place. Reinforce their decision. Build confidence in the partnership you’ve already established. 🎧 Dive into this topic in this episode of Growth Driver featuring Tim Riesterer. #B2BMarketing #SalesStrategy #CustomerRenewal #GrowthDriver John Common Intelligent Demand Corporate Visions

🚨 The Death of Safe Content in B2B? Let’s Talk About It. 🚨 🤔 Is your content actually driving growth—or just adding to the noise? Too often, B2B marketers fall into the trap of creating “safe” content: ✔️ Predictable. ✔️ Heavy on hot takes. ✔️ Light on customer focus. But as James Carbary reminds us on Growth Driver, relatable, customer-centered content is what really moves the needle. Here’s how: 🔑 Relatability builds trust. If your audience doesn’t see themselves in your stories, they won’t stick around. 🎯 Customer focus means addressing real pain points—not just what’s trendy. 🚀 Boldness separates impactful content from the clutter of safe ideas. Whether you're creating for C-suites, marketers, or sales leaders, James makes it clear: the future belongs to B2B brands willing to take risks while keeping their customers at the heart of their strategies. 🎧 Tune in to hear how you can create content that actually drives growth. Available wherever you listen. #GrowthDriver #B2Bmarketing #ContentMarketing #ContentStrategy

Craig Rosenberg, Matt Amundson and I talked about B2B GTM and revenue growth recently. So fun. Check out their show The Transaction some time (link below). It's like Intelligent Demand's show Growth Driver, but with more cowboy hats, evidently. ;) They kept luring me into doing something I kinda hate: hot takes. My holiday wish for the world this year is "Fewer hot takes on LinkedIn." But here ya go...

Too often, we’re stuck measuring content success by outdated metrics—MQLs, demo requests, and other immediate conversions. But here’s the thing: today’s buyers don’t operate on our timeline. They’re engaging on their terms, consuming content across multiple channels, and making decisions in ways that don’t fit neatly into a lead-gen funnel. It's time we dive into a crucial shift that every C-Suite, sales, and marketing leader needs to embrace: 👉 Content isn’t just about generating direct conversions. It’s about getting the right message in front of the right buyers at the right time, even if there’s no immediate ROI. Thought leadership ads and targeted amplification strategies allow us to ensure our most valuable content lands with precision—without needing to force a linear path to purchase. This isn’t about abandoning accountability; it’s about adopting a more sophisticated way of valuing marketing’s impact. A mindset shift like this isn’t easy, but it’s critical for aligning with how buyers actually buy in today’s landscape. Dive into the full conversation with James Carbary where we unpack how to activate a content strategy that will actually resonate and engage the accounts you care about most. #ContentStrategy #BuyerBehavior #B2Bmarketing #MQLs #GrowthDriver John Common Intelligent Demand Sweet Fish

I’m not sure why more content marketers aren’t talking about this… The fact that you can GUARANTEE content distribution to the exact accounts you’re trying to sell to — with paid media. Instead of spending your entire paid media budget on demo request forms, e-book downloads, or webinar signups…you can earmark a chunk of that budget for thought leader ads from your CEO, exec team, or SMEs. Paid media that guarantees the distribution of your team’s thoughts and ideas that makes the market TRUST them. Content delivered by HUMANS, not logos. Am I missing something? Why are more marketers not doing this? —— Loved this chat with John Common on his podcast, Growth Driver. Appreciate you having me, John! ❤️👊