B2B Marketers on a Mission

We open our inboxes daily and are subjected to massive amounts of digital noise. In a race to grab attention in an attention-driven landscape, B2B marketers must create email marketing campaigns that are interesting, relevant, and stand out above the rest. That’s why we’re talking to B2B content expert Jamie Woodbridge (Co-Founder, TheInboxClub) about how to optimize B2B email marketing campaigns...

In the complex B2B ecosystem where sales cycles can be long, video can effectively tell a company’s story and differentiate its offerings from the competition. With new technology and AI, video production is no longer a daunting task. This allows more B2B companies to create bite-sized content for their marketing and sales initiatives. That’s why we’re chatting with B2B marketing expert and senior...

In the fast-paced world of B2B, sales and marketing do not need to be rivals. When they’re able to collaborate and get alignment, they become a powerful customer-focused force that creates unparalleled value and a seamless experience. How can both sides make this happen and create a positive impact on their customers? That’s why we’ve decided to invite renowned sales leader Hamish Knox (CEO, Sandl...

When used the right way, artificial intelligence (AI) can be a very powerful tool in a B2B marketer’s toolkit. It can help to analyze and aggregate large amounts of data, generate insights, frame the approach for market research, and make the entire process faster and more efficient. How can B2B marketers fully optimize AI for their work? That’s why we’re talking to AI expert and “explorer” Dale T...

LinkedIn is a powerful platform that can help unlock incredible opportunities for B2B companies. However, many companies and their marketing teams have not optimized the potential that LinkedIn offers, or resort to tactics that don’t generate the best results. They can do better and lead with expertise and building trust. That’s why we’re talking to LinkedIn expert Indrek Poldvee (Chief Executive...

Success in B2B content marketing (or marketing in general) comes from a deep understanding of customer needs, goals, pain points, and buying triggers rather than trying to emulate larger companies. How can B2B content marketers be more strategic and have success with limited resources? What approach can they use that will work consistently over time? That’s why we’re talking to conversion content...

Having a deeper understanding of your target audience - who they are, how they buy, and what their challenges, pain points, and aspirations are - is instrumental to everything in B2B marketing. It helps marketers to develop better content, have a website that is more user-friendly, and develop marketing campaigns that generate better results. That’s why we’re talking to B2B digital marketing exper...

There are so many moving parts in B2B content marketing that content creators and marketers need to be aware of. Many of their efforts might fall flat because they don’t diversify their approach beyond paid traffic. What should they focus on instead and how can they build something that will ultimately succeed? That’s why we’re talking to marketing experts Shreya Banerjee and Paul Counts (Co-Found...

The human element is something that’s often overlooked when developing a B2B demand generation strategy. It’s important to remember that even in B2B, people buy from people. Therefore, personal branding and brand ambassadorship are key components that can help build trust and engagement. That’s why we’re talking to the “B2B Demand Gen Queen” Dilara Cossette (Founder & Head of Demand Generation...

From political landmines to cyberattacks or a pandemic, B2B marketers are constantly confronted with many challenges in their work. All of a sudden, brand building and generating demand no longer seems to be sufficient to do a modern marketer’s job. What does it take for marketers to be better prepared and equipped to deal with the realities of the contemporary landscape? Join us in this insightfu...

The journey for many B2B companies to transition from selling and marketing customized services to productized offerings can be a complex one. When done the right way, productizing services can help a B2B company to scale faster, more effectively, and serve a greater number of clients. That’s why we’re talking to B2B marketing expert Eisha Armstrong (Executive Chairman & Co-Founder, Vecteris)...

Although many B2B companies invest heavily in marketing campaigns, their efforts don't always translate into actual sales or marketing engagement. Where are these companies falling flat in their marketing efforts? How can B2B marketers fix this and start generating results? That’s why we’re talking to Marketing Max (Founder, Marty Capital) about how B2B marketers can identify what’s not working an...

There are several misconceptions about networking out there, but it truly is a missed opportunity for many in the B2B space. When done right, empowered B2B marketers and professionals can build influential networks and businesses based on genuine connections and community support. That’s why we’re talking to master B2B networker Donnie Boivin (CEO, Success Champion Networking) about how B2B market...

The B2B SaaS landscape is fraught with competitors who are essentially providing similar services and features that are difficult to distinguish from one another. Many SaaS firms are stuck in this cycle of stagnation not because their products aren’t good enough, but because they haven’t amplified their uniqueness to create exponential leverage. That’s why we’re talking to B2B SaaS expert Ton Dobb...

As Peter Drucker once said: “What gets measured gets done.” Too often in the world of B2B marketing, there’s a lot of confusion and conflict that arises from not knowing what to measure or what purpose the data brings. It’s important to start with a solid strategy that will tell marketers how they’re going to use measurement to address challenges. That’s why we’re talking to measurement marketing...

For the most part, podcasting is still a largely underutilized component in a B2B company’s marketing strategy. With a good strategic approach and consistency, B2B podcasts can help companies build relationships with ideal customers in ways that cannot be achieved through conventional methods. That’s why we’re talking to B2B podcasting expert Robb Conlon (Founder, Westport Studios) about how compa...

Many B2B companies talk about trying to have some kind of strategic differentiation, yet they resort to creating content that is generic and not insightful. How can they turn this around and provide a perspective that’s truly differentiated and helps to build them as an authority in their space? The answer lies in how content marketers can leverage the company’s subject matter experts (SMEs). That...

In many B2B organizations, the C-suite inherently distrusts the marketing department. There is this ideological disconnect between marketing, the C-suite, and the rest of the organization. One side is thought and process-driven and then there’s marketing which requires unconventional thinking, experimentation, and a deep understanding of human behavior. How can B2B marketers bridge the trust gap a...

Many B2B companies need help with developing content that resonates with their audience. They tend to focus more on features rather than moments in the buyer’s journey. This is why conducting customer research and creating the right target personas are paramount. When done right, personas can help you craft copy and content that converts and generates better responses from the target audience. Tha...

There is so much pressure for B2B marketers to produce content consistently that much of it ends up being uninteresting, generic, and not very helpful. A lot of content also immediately starts with SEO and this leads to marketers drowning in a “sea of sameness.” How can marketers break out of this mold to produce content that provides a unique perspective? That’s why we’re talking to copywriter an...

In B2B, there tends to be a huge disconnect between marketers and engineers. This gap can be bridged once marketers understand how engineers think and work, how they search for information, and what resonates with them. When done strategically, they can also capitalize on the knowledge, experience, and expertise that engineers have to develop assets and campaigns that will help to differentiate th...

Many B2B websites fall flat because they’re often designed for someone’s ego and internal opinions. When you’re able to shift that mindset, you can turn your website into an incredible revenue-generating machine. Design it for your ideal customer and ensure that the content addresses their problems, motivations, goals, frustrations, and how you plan to help them. That’s why we’re talking to B2B we...

Many B2B marketers don’t realize this, but it’s in their interest to seek out and build relationships with industry analysts. Not only are they knowledgeable and influential in the market, but if marketers can nurture that relationship, analysts can advocate on your behalf and mention you to potential clients. That’s why we’re talking to leading industry expert Robin Schaffer (Principal AR Consult...

Creating partnerships and leveraging someone else’s network of followers is one way for B2B companies to scale strategically. Interestingly enough, this remains a largely untapped opportunity that B2B marketers should be looking into. How can they do it the right way? How can you create mutually beneficial partnerships? That’s why we’re talking to partnership expert Joran Hofman (Founder, Reditus)...

When done correctly, demand generation campaigns can help B2B companies generate the right noise in the right channels at the right time. It’s about reverse engineering with intention and positioning your company as the top choice for potential customers. You also need to be open to new strategies and digital channels, and deliver relevant and helpful content. That’s why we’re talking to marketing...