B2B Marketers on a Mission

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 marketing expert Hugo E. Gomez (Founder/Legal Marketing Strategist, Abogados NOW) about how B2B companies can leverage cultural and linguistic insights in their marketing campaigns. During our conversation, Hugo discusses which pitfalls to avoid and what roles multicultural best practices and data play in his field. He also elaborates on the fundamental differences between marketing to English and Spanish speakers, and why it’s not enough to just translate documents or assets.

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 the scenes” with B2B content marketing expert Casey Hill (Senior Growth Manager, ActiveCampaign). During our conversation, Casey highlights the importance of setting the right goals and performance indicators, and how to think about attribution thoughtfully. He also highlights the pitfalls to avoid, the importance of segmentation and personalization, and some recent trends that B2B marketers should be aware of.

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 craft better customer success stories that are interesting and engaging. During our conversation, Alexander talked about the pitfalls to avoid and what marketers should look for when conducting customer interviews. He also elaborated on how you can add more emotion to your B2B videos and provides actionable tips that marketers can implement immediately.

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 Anthony Leung (Founder, Mean Write Hook) about how marketers can better leverage the LinkedIn platform. During our discussion, Anthony talks about why a lot of content falls flat (and what can be done about it), what pitfalls to avoid, and why you should conduct research before writing anything. Anthony also talks about whether companies should or shouldn’t be leveraging B2B influencers, why a personal brand is crucial, and what people who are hesitant to post on LinkedIn should be doing.

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 have a strong value proposition. During our conversation, Linda explains the importance of having a value proposition and the pitfalls to avoid. She also explains what you should look out for when conducting customer interviews, how to leverage AI the right way, and provides actionable tips for developing a value proposition that truly differentiates your B2B company from the rest.

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 optimize the experience for customers and prospects for ABM. During our discussion, Cristina talked about why ABM is not going anywhere anytime soon, the importance of conducting customer research, and what pitfalls to avoid. She also provides actionable tips that B2B marketers can take and what key metrics they should focus on in ABM.

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 Matt Bell (Founder & Principal Consultant, MessageUp) about how B2B companies can optimize the B2B buying experience. During our conversation, Matt discussed some recent trends that B2B marketers should be aware of and what pitfalls to avoid. He also provides actionable tips on how the digital buying experience can be improved.

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 B2B marketing results. During our conversation, Michelle talks to us about what these specialized fields help organizations to solve and what pitfalls to avoid. She also provides us with some actionable tips on how to make sense of all the data to get marketing budgets approved.

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 develop a strong brand narrative. Joe also talks about the pitfalls to avoid and how marketers should adapt to the changes in the B2B Martech landscape. He elaborates on the importance of conducting customer research to develop the right narrative, and how companies should go about niching down.

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 Goldhaber (CEO, 26 Characters). Steve talks about the five common barriers to solving problems, what the six core business problems are, and the six effective techniques that B2B marketers can use to discover the real problem that they’re facing. He also elaborates on the different visions for a content marketing program and the different ways to plan and execute various types of content.