B2B Marketers on a Mission

It’s a challenge that many B2B marketers have experienced and can relate to – getting a decision maker’s buy-in to invest in content marketing. The good news is that there is a solution to this challenge.

On this week’s episode, B2B content marketer and negotiations expert Mark Raffan (Founder/CEO at Content Callout and Negotiations Ninja) talks to us about why marketers face pushback, what mistakes to avoid, and how thought leadership content can directly influence revenue. He also elaborates on how to get buy-in from decision makers: What arguments to present, what data to show, how the ROI question should be answered, and what “low hanging fruit” can be leveraged.

Having a website that is responsive, is easy to navigate, and takes your customers’ challenges as well as their journey into consideration is something that is expected in B2B. But how can you generate more qualified leads and revenue from your website? In this week’s conversation, B2B marketing expert Michael Buzinski (President/CMO, Buzzworthy Integrated Marketing) breaks down the approach that he’s been successfully teaching B2B service companies for years.

During our conversation, Michael talks about what mistakes to avoid, the importance of having the right strategy in place, and what steps you can take right now to help increase revenue for your business through your website.

When utilized the right way, paid advertising can generate results that will have a significant impact on your B2B marketing campaigns. It can also help to strategically offset the delay in the initial growth in organic rankings. In this week’s conversation, we sit down with B2B digital marketing expert Dmitrii Kustov (Marketing Director, Founder at Regex SEO) to talk about why paid advertising should be part of the marketing mix, how it works together with SEO, and what common mistakes to avoid. Dmitrii also elaborates on what metrics to focus on and which trends in paid advertising B2B marketers should be paying attention to.

Being able to implement a content marketing strategy based on your understanding of your customers and their pain points is paramount for every B2B marketer. But how do you implement B2B content marketing initiatives with the aim of generating revenue? It was our privilege to have this thought-provoking conversation with renowned global marketing technologist Yaagneshwaran Ganesh (Director of Marketing, Avoma).

During our discussion, Yaag talks about some major shifts in B2B content marketing that marketers should be aware of, what mistakes to avoid, the misconceptions linked to the different stages of the sales funnel, what metrics marketers should be measuring, and what B2B marketers can do right now to improve their content marketing to generate more revenue.

As B2B marketers, developing quality content that is interesting, insightful, and relevant to your target audience is paramount. Suppose you could leverage artificial intelligence (AI) in a way that would help you to scale content creation, reduce your workload, and get better content out faster. Wouldn’t that take your content marketing to the next level? On this week’s episode, we have a conversation with AI expert Pankil Shah (CEO & Co-Founder, Outranking.io) about why using AI to create quality content at scale makes sense, why a “strategy first” approach is imperative, AI trends that B2B marketers should be aware of, and why people will always be an important part of AI.

When used the right way, marketing automation can help to make the work of B2B marketing teams more efficient. However, it also requires an understanding of how the use of automation will impact the customer experience.

On this week’s episode, we talk to marketing expert Esteban Sanchez Botero (Senior Marketing Strategist, Centrico Digital) about the importance of developing a strategy for marketing automation, what mistakes to avoid, and some of his recommended tools. He also provides some actionable steps that B2B marketers can take to improve their marketing automation.

LinkedIn is undoubtedly an excellent platform where B2B marketing professionals and their sales counterparts can engage, connect, and interact with members of their target audience. How can they leverage LinkedIn so that they can position themselves strategically amidst all the “digital noise”, make genuine connections, and build relationships successfully?

On this week’s episode, we talk to Candyce Edelen (President/CEO, PropelGrowth) about why B2B marketers and salespeople should get comfortable using LinkedIn, what mistakes to avoid, and how they can develop better (not more) content that will resonate as well as generate the right responses from target audiences.

Building your B2B website is the easy part, but how can you leverage digital marketing across the respective channels in a more strategic way? On this week’s episode, we have an in-depth discussion with James Hipkin (CEO/Founder, Inn8ly; CEO/Managing Director, Red8Interactive) about the key components of a successful digital marketing strategy, what a good B2B website should include, and why it’s crucial to have an “outside in” approach.

James also elaborates on the “Hub and Spoke Strategy”, and how this approach helps B2B marketers to generate more revenue and better results for their online initiatives.

There’s more to search engine optimization (SEO) than merely focusing on keyword rankings and tags.

In this week’s episode, digital marketing expert Ryan Morgan (Digital Marketing Strategist, Swell Digital/Founder, the SEO Cohort) helps us to demystify SEO by elaborating on what to focus on, why it’s important to use a strategy first approach, and why knowledge of SEO makes you a better writer. Ryan also discusses what the crucial components of successful SEO are, some trends that B2B marketers should be aware of, and what marketers can do to improve their SEO right now.

As our world becomes increasingly digitized, embracing diversity in its different forms not only becomes important, but also paramount. It is also crucial to foster working environments within B2B marketing teams where diversity can thrive alongside innovation. On this week’s episode, we have a conversation with Liz Fendt (Global Chief Marketing Officer, TÜV SÜD), who is a pioneer as well as an advocate for diversity and innovation. Liz talks about why she believes diversity and innovation go hand in hand in B2B organizations, the barriers that need to be addressed, and why diversity of thinking is imperative to overall growth and team performance.