Like the classic holiday song, we're counting through twelve memorable moments—but instead of partridge and pear trees, we're delivering insights that actually matter to energy and industrial marketers.
Season 1 of The HEX-Files, HexaGroup's energy marketing podcast, brought together some of the sharpest minds in B2B marketing, sales, and digital transformation. Each conversation peeled back a layer of what really works when you're marketing complex solutions to sophisticated buyers in long sales cycles.
Here are the twelve standout moments that defined our first season:
Like Rasputin refusing to die, bad marketing practices keep coming back, no matter how much data proves they don't work. Peter Shwetz, a seasoned marketing and technology leader, helped us identify the zombie tactics draining budgets across energy marketing.
One of his key insights? "Don't spend a marketing dollar you can't tie to ROI." Too many companies treat legacy tactics as sacred simply because "we've always done it this way." Peter pushed us to ask harder questions: Did this attract the right audience? Did it create qualified opportunities? Did it move deals forward?