Marketers love shiny objects, but this chat gets real about what moves pipeline right now with Jay Schwedelson and Ben Schechter. CMO FloQast! [Industry Giant Accounting Platform]From why webinars still outperform to how to score webinar engagement the smart way, Ben shares practical plays for B2B teams that feel more consumer savvy. You also get a sanity check on AEO experiments, and a peek at how a not-so-sexy category builds a brand people actually want to follow.

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Connect with Ben Schechter on LinkedIn and explore FloQast if you lead or support an accounting team looking to modernize the close and operations.

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Best Moments:

(01:23) From B2C to B2B - the consumer skills that turbocharge enterprise growth

(04:12) Webinars still crush - attendance, engagement, and conversion you can bank on

(06:55) Registered vs attended vs engaged - who sales should call first and why

(08:52) Stop worshiping lead count - pipeline and dollars beat vanity metrics

(11:45) AEO is real but early - balance experiments with core SEO and paid search

(15:15) Making accounting feel human - a distinct voice and an in-house studios team

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Check out our 100% FREE + VIRTUAL EVENTS! ->

Guru Conference - The World's Largest Virtual EMAIL MARKETING Conference - Nov 6-7!

Register here: www.GuruConference.com

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Check out Jay’s YOUTUBE Channel: https://www.youtube.com/@schwedelson

Check out Jay’s TIKTOK: https://www.tiktok.com/@schwedelson

Check Out Jay's INSTAGRAM: https://www.instagram.com/jayschwedelson/

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MASSIVE thank you to our Sponsor, Marigold!!

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Podcast & GURU listeners: 50 % off your first 3 months with an annual plan (new customers, 10 k-contact minimum, terms apply).

Claim your offer now at jayschwedelson.com/emma