B2B Marketers on a Mission

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...

B2B podcasts that have been around for a few years have managed to build a credible online presence as well as a loyal audience who tunes in regularly. It would then make sense from a strategic perspective for B2B companies to leverage these podcasts to help grow their own brands. How can they do it? What should they be looking out for? That’s why we’re talking to marketing expert Eric Melchor (Fo...

Spanish is one of the most widely spoken languages in the United States after English. Many people live, operate, and conduct business in this language. There’s also a large unmet need in terms of marketing to a predominantly Spanish-speaking audience across different industrial sectors. How can B2B companies proactively address this untapped opportunity? That’s why we’re talking to bilingual mark...

When it comes to content marketing in B2B, there’s something to be said about building owned assets like newsletters. Many of these assets fall flat if the content is too company-centric, not shareable, and if there is a misalignment of expectations. How can B2B companies develop content that is interesting, relevant, shareable, and will ultimately generate good results? Join us as we go “behind t...

When done correctly, customer success stories can help to convert prospects into customers and position B2B companies strategically against competitors. Why do so many customer success stories fall flat in B2B? What can be done to transform them into tools for B2B growth? Join us in our conversation with B2B video expert Alexander Ferguson (Co-Founder & CMO, TeraLeap) about how marketers can c...

B2B Marketers who are getting low or no engagement on the content they’re developing for LinkedIn are missing out on a great opportunity. When you create content that is meaningful and engaging, it not only fuels content impressions but also helps you to build relationships with your audience that could translate to future business. That’s why we’re having a conversation with B2B content expert An...

B2B companies must have a compelling reason why customers should choose them over the competition. They need to be able to prove and substantiate their differentiation and convince companies that they are the right partner to work with. That’s why we’re having a conversation with B2B copywriting expert Linda Melone (Conversion Copywriter & Strategist, The Copy Worx) about how companies need to...

It’s a topic that is discussed quite intensively by B2B marketers: account-based marketing, or ABM. When done the right way, it will help both sales and marketers to ensure that targeted accounts are engaging and that the pipeline continues to grow, resulting in more revenue. Join us as we chat with B2B marketing expert Cristina Daroca (Head of Americas Marketing, Riverbed Technology) about how to...

As the B2B landscape continues to evolve, having a seamless buying experience is no longer a “nice to have”. Rather, it is something that is imperative for industries serving digital-first B2B customers. How can B2B companies adapt accordingly? How can B2B marketers work in tandem with sales and other teams to deliver a better experience for customers? Join us as we chat with B2B marketing expert...

Combining disciplines like behavioral analysis and data analytics enables B2B marketers to have a deeper understanding of their target audiences, identify patterns, and implement digital marketing campaigns that generate solid outcomes. Join us as we talk to certified data scientist Michelle Bassett (Founder, BIZQOR) about the value of leveraging behavioral analysis and data analytics for better B...

Playing it safe is the easy and predictable route, but this approach won’t make B2B Martech companies stand out in the sea of competition. They need to have a unique perspective that’s relevant to their target audience and position themselves strategically in the market. Join us as we talk to marketing expert Joe Zappa (Founder and CEO, Sharp Pen Media) as he unpacks how B2B Martech companies can...

A crucial part of B2B marketing revolves around understanding the core business problems that content can solve. B2B marketers must also proactively have conversations with different departments and customers, and conduct the relevant diagnosis in order to produce content that is interesting, insightful, relevant, and delivers results. Join us as we sit down with B2B content marketing expert Steve...