B2B Marketers on a Mission

It’s something that many B2B marketers out there are a part of: communities. Some are active members and some even think of establishing and running groups of their own. How can a thriving community become your brand's biggest asset? What do marketers need to do to keep the momentum going?

Join us as we talk to serial B2B entrepreneur and community builder Lloyed Lobo (Co-Founder, Boast.ai) about what it takes to build a great community. Lloyd also highlights the pitfalls that marketers should avoid, how you can add value to members of your community, and how to keep members engaged so that they come back for more.

Anyone involved in B2B sales will know that the biggest challenge is to get your prospect to trust what you are saying. Providing those prospects with the relevant consulting, expertise, and customer proof in the form of case studies and video testimonials will help to close that trust gap.

That’s why we invited sales expert Julian Lumpkin (Founder & CEO, SuccessKit) to talk about how B2B companies can accelerate sales at different stages of the sales process with case studies and video testimonials. During our conversation, Julian talks about what he thinks is slowing sales down, and how marketing can play a strategic role in developing case studies and video testimonials. He also provides the audience with great tips on how to create better case studies, and how marketers should adapt to the changing B2B buyer landscape.

Nobody likes to get “pitch slapped”, nor is anyone logging into their inbox or social media accounts to be hunted down by relentless salespeople who won’t take “no” for an answer. There is a better way that is not only less intrusive or pushy but also engaging and filled with valuable content. That’s where social selling comes in.

That’s why we brought on social selling expert Brandon Lee (Founder, Fist Bump) to talk about what social selling IS and ISN’T, and how it can be used to fill that trust gap between companies and sales. Brandon also highlights the pitfalls to avoid, what the “Circle of Trust” is, and why commenting as well as engaging is just as important as posting content on platforms like LinkedIn.

The world of the B2B buyer has changed considerably and marketers need to adapt accordingly. We also know that buying groups spend a significant amount of time conducting their own research before even talking to a company’s sales representative. The reason boils down to a lack of trust that needs to be filled.

Join us as marketing and sales expert Dustin Tysick (VP of Revenue, Testimonial Hero) talks to us about how video testimonials can help to close that trust gap. During our conversation, Dustin explains how the way B2B buying behaviors have changed, and how marketers can build trust and credibility throughout the different stages of the buyers’ journey. He also highlights the pitfalls to avoid, how to ask customers for testimonials, and provides tips on how to ensure that prospects feel confident in choosing your business.

In the world of B2B, creating quality content that is relevant, insightful, and useful for your target audience is necessary and expected. We also know that content distribution is just as important as content creation, yet many B2B companies still stop short at using their own channels.

There is value in creating partnerships in earned media and building out your distribution channels.

Join us as B2B content marketing expert Samantha Lloyd (Co-Founder and Managing Director, Skeleton Krew) talks to us about how B2B marketers can create an effective content distribution plan that helps to drive sales. In our conversation, Samantha talks about the importance of outreach, what pitfalls to avoid, and what metrics to pay attention to.

Storytelling is something that is essential in B2B industries. Telling that story from the customer’s perspective, however, really does provide proof of success which ultimately helps to shorten the sales cycle.

Join us as we talk to marketing and copywriting expert Joel Klettke (Founder, Case Study Buddy) about how to create case studies and video testimonials that sell in B2B. During our conversation, Joel explains why storytelling from the customer’s point of view is paramount and the importance of understanding customers as well as their buying journey. Joel also provides great tips on how you can generate good insights from customer interviews and give us incredible ideas on how to create case studies that are interesting, insightful, and different.

It’s a challenge that many marketers in specialized B2B industries are confronted with: The sameness and “play it safe” approach. Using everyone else’s playbook will not help B2B companies to be one step ahead of the competition. They need to stand out in a way that they are more visible, seen as different, and are unforgettable.

Join us as we talk to arguably the “Only Marketing Chemist” on LinkedIn Jason Westgeest (Marketing and Innovation Manager, Guardian Chemicals) about what it takes to stand out in a specialized B2B industry. During our conversation, Jason talks about why many companies use a risk-averse approach in their marketing, what mistakes to avoid, and how to get buy-in from senior management. Jason also provides actionable tips to help B2B marketers to improve their marketing in a way that gets noticed, is unique, and delivers the right results.

In B2B marketing, it’s crucial to use a strategy-based approach that focuses on customers’ needs and how your product or service can address those needs. Bringing awareness through trust and relationship building are also key components that can ultimately result in success for B2B companies.

Join us as we talk to B2B marketing expert Deanna Shimota (CEO, GrowthMode Marketing) about how B2B companies can utilize demand generation to yield better marketing results. In our discussion, Deanna talks about how the way B2B prospects buy has changed and the importance of having a deep understanding of customers as well as their buyers’ journeys. She also elaborates on the mistakes to avoid, reveals what a good demand generation strategy should have, and provides the audience with some tips on what they can do right now to improve.

As markets continue to evolve and B2B industries become more competitive, it is imperative for companies to be more strategic and results-driven with their marketing. B2B companies need to also have the right team and culture in place to stand out and have a more strategic advantage over their competitors.

Join us in our conversation with B2B marketing veteran Jasmine Martirossian (Chief Marketing Officer and Chief People Officer, Mercury) as we discuss the biggest challenges that B2B marketers face. In our discussion, Jasmine elaborates on the mistakes that B2B marketers should avoid and how to get buy-in from other business units for marketing initiatives. Jasmine also talks about how to deal with pushback, how marketing can be the “voice of the customer” in the organization, and how to build a more marketing-driven internal culture that encourages innovation and experimentation.

It goes without saying that the events and conferences space has experienced a lot of disruption in the past few years. With the rapid advancement of technology, AI, and digitization, this industry has had to reinvent itself in order to adapt to changing market dynamics.

How can B2B marketers successfully incorporate events into their strategy? How can they utilize offline and online components to create a seamless experience for attendees? How can they leverage data to maximize opportunities before, during, and after events?

Join us as we discuss all of these topics with global events expert Muhammad Younas (Founder and CEO, vFairs). During our conversation, Younas talks to us about the latest trends in the B2B events industry and how B2B marketers can capitalize on these. He also elaborates on the mistakes to avoid, how to strategically utilize data, and highlights the metrics that B2B marketers should pay attention to.