Trailblazer Interviews

1. Rebranding Is More Than Simply A Logo Change 4/23/2025

   Julie-Ann Cabana, Chief Marketing Officer for Altasciences, led a highly successful rebranding initiative. Hear why and how they did it, how they measured the results, and the positive impact it had on their business. Whether you're considering a rebranding effort or not, the value to be learned from Julie-Ann in this discussion is significant.

2. The Secrets To Creating Marketing Messages That Stick 4/3/2025

   B2B marketers don't often give messaging development the time and effort it deserves, which then underperforms with target audiences. Michelle Rovner, Director of Marketing for the Professional Society for Health Economics and Outcomes Research (ISPOR), discusses the keys to developing effective marketing messages.

3. Lifecore Biomedical: When Culture Drives Business 3/10/2025

   Darren Hieber, Senior Vice President of Corporate Development at Lifecore Biomedical speaks about the pharmaceutical landscape for challenging drugs, building a marketing and sales engine, synching marketing & sales with oprations, and Lifecore's values.

4. The X-Matrix, Coming To A Business Near You 2/28/2025

   Dan Sullivan & Nero Haralalka from TBM Consulting Group speak about the Hoshin process, X-Matrix planning and execution tool, and how to transition from "what" you want to accomplish with your business to "how" you will do it.

5. Content Marketing Development Best Practices With Trisha Gladd 2/14/2025

   Trisha Gladd, Director of Content Production at Life Science Connect, explains how to develop a content strategy that consistently produces engaging marketing content in the complex B2B life sciences space.

6. Building a Marketing & Sales Operation from the Ground Up with Janette Buechler 2/6/2025

   Janette Buechler, Senior Marketing & Sales Leader in B2B Life Sciences, shares advice about building a marketing and sales operation from scratch, the wise use of resources, selecting the right vendors, and properly engaging prospects throughout their buyer's journey...and much more!

7. Trailblazers, Best of 2024, Part 2 1/15/2025

   We had so many valuable highlights from the 2024 Trailblazer episodes that we created a part 2 of the best, I hope you enjoy them!

8. The Trailblazers - Best of 2024 1/8/2025

   Here are some highlights from Trailblazer interviews in 2024.

9. Annie Dunleavy On The Flywheel Of B2B Thought Leadership 12/2/2024

   Interview with Annie Dunleavy, Executive Vice President & U.S. Head of Content Strategy for Edelman Business Marketing on how to consistently generate thought leadership content that attracts your target audience.

10. Erika Morris & Abby Sorensen On Marketing & Selling Complex Solutions in the Life Sciences Space 11/18/2024

    Interview with Erika Morris, Director of Business Development, and Abby Sorensen, Senior Manager for Commercial Operations for a Pharma CDMO.