B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing

In this episode of the podcast, host Jeremy Shere welcomes Todd Gregory, the Regional Director for the Americas at Fifth Ring, a global B2B marketing agency. They discuss strategies for maximizing ROI from trade shows, which are often costly yet crucial for networking and business growth.

Todd emphasizes that many B2B companies mistakenly view trade shows as isolated events rather than integral parts of a broader marketing strategy. He critiques the common reliance on foot traffic as a success metric, noting that not all visitors are potential customers. Instead, he advocates for creating memorable experiences that engage attendees, such as immersive booths and interactive displays.

Todd shares a successful example where a company created an exclusive, intriguing booth that drew in crowds, leading to significant lead generation. He also highlights the importance of follow-up strategies post-show, including personalized outreach and nurturing leads through multiple touch points.

The conversation underscores the need for companies to think creatively about their trade show presence and to integrate their efforts into a cohesive marketing plan that extends beyond the event itself. Todd invites listeners to connect with him for further insights on trade show consulting and marketing strategies.

Connect with Todd: https://www.linkedin.com/in/jtoddgregory/

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In this episode, host Jeremy Shere sits down with Malte Lange, CEO of Lead Your Way, to delve into the intricacies of leveraging LinkedIn for B2B marketing. Malte shares his extensive experience in online marketing, particularly focusing on LinkedIn for the last five years. Together, they discuss common pitfalls solopreneurs, coaches, and consultants face on LinkedIn and provide actionable strategies to overcome them. Key takeaways include the importance of having a clear strategy, understanding your target audience, and mixing different types of content. They also explore the benefits of combining organic engagement with paid advertising to effectively reach the right people. Whether you're looking to grow your business or deepen your connections on LinkedIn, this episode is packed with valuable insights.

Connect with Malte: https://www.linkedin.com/in/malte-lange/

00:00 Welcome to the Podcast

00:04 The LinkedIn Dilemma

00:58 Introducing Melta Leng

02:05 The Missing Piece in LinkedIn Strategy

03:05 Developing a Solid LinkedIn Strategy

03:48 Understanding Your Target Audience

12:05 Creating Engaging Content

16:18 Leveraging LinkedIn Ads

21:09 Targeting the Right Audience

22:04 Balancing Paid and Organic Strategies

22:47 Leveraging Tools for Prospect Research

24:52 The Importance of Personalization

27:07 Scaling vs. Personal Touch

29:59 When to Make the Offer

32:08 Tailoring Offers to Prospects

34:18 Building Long-Term Relationships

38:50 Key Takeaways and Final Thoughts

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In this episode, host Jeremy Shere welcomes Nick Bennett, the Chief Customer Officer and Co-founder of TACK, a media network and go-to-market firm. Nick shares his journey in B2B marketing, from being a field marketer to co-founding his own company and becoming a LinkedIn influencer. They delve into the nuances of influencer marketing within the B2B space, comparing it to B2C influencer dynamics and discussing effective strategies for leveraging influencers to grow a business. Nick also talks about his upcoming book, 'B2B Influencer Marketing,' which aims to educate on building authentic and impactful marketing campaigns. They discuss how to choose the right influencers, measuring the success of influencer campaigns, and the future opportunities in B2B influencer marketing. Whether you're a marketer or a business owner, this episode offers valuable insights into harnessing the power of influencers to drive meaningful results.

Connect with Nick: https://www.linkedin.com/in/nickbennett1/

Check out the book!

00:00 Welcome to the Show

00:14 Introduction to Influencer Marketing

00:51 Guest Introduction: Nick Bennett

01:15 Nick Bennett's Journey

02:02 Nick's Book on B2B Influencer Marketing

03:09 Understanding Influencers in B2B

09:07 How to Work with Influencers

14:28 Finding the Right Influencers

18:03 Successful Influencer Campaigns

27:05 Measuring Influencer Campaign Success

30:19 The Future of Influencer Marketing in B2B

33:01 Conclusion and Contact Information

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In this episode of the B2B Content Show, Jeremy Shere interviews Lacey Budd, the Director of Content at Customer.io, about the process and challenges of producing a comprehensive industry report with limited resources. Lacey shares insights into planning, data collection, analyzing product usage, survey data, design, and distribution. She also discusses lessons learned from their first report and improvements made for the second edition, highlighting the importance of internal collaboration and maintaining an engaging narrative in reports.

00:21 The Importance of Industry Reports

01:12 Guest Introduction: Lacey Budd from Customer.io

01:23 Overview of Customer.io and Lacey's Role

02:42 Creating a Comprehensive Industry Report

03:42 Planning and Timeline for Report Creation

04:44 Data Collection and Analysis

06:35 Team Collaboration and Project Management

11:35 Survey Data and Insights

16:25 Challenges and Learnings from Data Analysis

24:22 Design and Presentation of the Report

28:34 Breaking Up the Page with Design Elements

29:03 Learning from Last Year's Report

30:53 Starting with Design Direction

35:44 Internal vs. External Report Creation

40:41 Team Collaboration and Morale

43:00 Distribution Strategy for the Report

45:09 Measuring Report Success

48:11 Valuable Insights for the Audience

50:03 Feedback and Improvements

54:49 Conclusion and Contact Information

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In this episode, host Jeremy Shere sits down with Sally Lechin, the Head of Marketing at Envana, to discuss strategies for staying on a prospect's radar. Sally shares insights into her role, challenges, and strategies for building trust and engaging with prospects in the oil and gas industry. The conversation covers topics such as multi-channel marketing strategies, the importance of LinkedIn, automation and personalization, and the critical role of events in generating leads. Sally also touches on the evolution of Envana from a niche startup to a key player in the sustainability data management space, leveraging technology and deep industry expertise. This episode is a valuable resource for marketers looking to understand the complexities and best practices of nurturing long-term business relationships.

00:00 Introduction and Episode Overview

00:29 Guest Introduction: Sally Lechin from Envana

02:44 Challenges in B2B Marketing

05:27 LinkedIn Strategies for Lead Generation

11:24 Tools and Tech Stack for Marketing

21:51 Event Participation and Building Relationships

25:21 Conclusion and Contact Information

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Mastering B2B Marketing Transitions: Insights and Strategies with Haley Fraser

In this episode of the B2B Content Show, host Jeremy Shere interviews Haley Fraser, the new Director of Brand and Content Marketing at Asimily, a startup focused on securing connected devices. Haley shares her experiences and strategies for successfully transitioning into new roles, especially at leadership levels, within various organizations. Key discussion points include the importance of asking questions, showing genuine curiosity, and gathering crucial feedback to understand new environments. Haley emphasizes building relationships, earning trust, and handling organizational resistance to change. They also cover aligning content marketing projects with business-critical KPIs, balancing immediate wins with long-term strategic impacts, maintaining open communication, and valuing team feedback. For new leaders, Haley advises having a clear playbook, understanding competitors, and staying engaged with key stakeholders. Connect with Haley on LinkedIn for further insights.

00:00 Welcome to the B2B Content Show

00:40 Introducing Haley Fraser

00:59 Understanding Asimily's mission

01:52 Haley's Experience in Content Marketing

04:34 Challenges of Transitioning to a New Role

06:23 Building Connections and Earning Trust

07:49 Gathering Insights from the Organization

10:32 Navigating Conflicting Opinions

11:54 Identifying Areas for Improvement

12:20 Navigating Organizational Change

12:51 Building Relationships and Understanding Decision-Making

14:00 Gathering and Implementing Feedback

15:18 Balancing Priorities and Avoiding Shiny Objects

18:17 Dealing with Resistance and Friction

23:12 Final Advice for New Leaders

24:49 Connecting and Staying in Touch

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If you have a dog, you know that we tend to treat dogs like people. Furry, barking, chewing, slobbering people ... But you know what I mean. We know dogs aren't the same as people, but their behaviors and personalities are so aligned with human behaviors and emotions that we treat them like people. Anyhow, I bring this up because I came across a LinkedIn post the other day about what you can learn from dog training about training and leading people.

The author of that post is my guest today! Joanna Bowzer is director of marketing at ClearVoice, a content production partner for brands of all sizes.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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I think most B2B marketers would agree that it's important for a company's leaders to be visible on social media, sharing ideas and stories. But most CEOs and other leaders don't have time to write articles and LinkedIn posts and such, and so the task falls to a copywriter, who does some research and, ideally, interviews the CEO and then tries to write something in their voice. The degree to which this process works to produce content that comes across as authentic and impactful depends on the skill of the writer, of course. But it also depends on the collaboration between the writer and the CEO, specifically the degree to which the writer is able to help the CEO articulate their thoughts and shape them into a coherent piece of content.

To explore the ins and outs of this collaboration, my guest is Oleksii Klochai, founder of Wizard on Demand, a content marketing firm for technical products and services.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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In our age of remote everything, the elevator pitch is a bit of an anachronism.

When's the last time you pitched an idea in an elevator?

But the concept is still relevant and important!

If you're in marketing or sales, you need to be able to explain what you offer is a way that's succinct, clear, and compelling ... and do it in about 30 seconds or less.

Now, crafting a great elevator pitch isn't exactly quantum theory ... but it's not easy, either!

And in fact, according to my guest, many companies struggle to explain what they do and why it matters to non-experts.

Jarie Bolander is many things ... He's head of market strategy at Decision Counsel ... the author of several books, including Story Driven Outreach ... and host of The Entrepreneur Ethos Podcast.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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We're all familiar with The Funnel ...

We know there's a top of the funnel, a middle, a bottom ... and everything in between.

The top is where we just try to make prospects aware that we exist ...

And once they're in the funnel, the marketer's job, alongside sales, is to nudge them further along until they're at the bottom, where, presumably, prospects are just about ready to buy ...

and we marketers do our part by supplying bottom of the funnel content to help get them over the finish line.

But for my guests today, this tidy little picture is maybe a little bit too tidy.

Tas Bober is founder of Delphinium Solutions, an consultancy specializing in landing page strategy for growth-stage SaaS companies ... and Lashay Lewis is founder of Authority Plug, a content marketing advisory firm.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

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