B2B Marketers on a Mission

B2B Marketers on a Mission

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B2B Marketers on a Mission episodes

  • Ep. 169: How 90-day marketing plans drive predictable growth in B2B
    In today’s fast-paced and ever-changing B2B environment, achieving rapid and consistent growth
    requires a strategic approach - one that emphasizes focused, time-bound marketing initiatives. A 90-
    day B2B marketing plan can be a powerful tool that businesses looking to accelerate growth can
    leverage while ensuring that efforts are aligned with organizational capabilities and sales goals.
    That’s why we’re talking to B2B marketing expert Bill Rice (Principal Consultant, Bill Rice Strategy
    Group) about how 90-day marketing plans drive predictable growth in B2B. During our conversation,
    Bill outlined a proven framework for the 90-day marketing plan that strikes a balance between strategic
    planning with tactical execution. He also shared insights into common pitfalls to avoid, the importance
    of simplifying marketing tools, and the need for cross-functional collaboration to achieve success.
    42 min
  • Ep. 168: How Creativity Leads to Better Results in B2B Marketing
    In B2B marketing, creativity is often overlooked in favor of logic and data-driven approaches. However,
    data and research has shown that integrating creativity into B2B marketing can significantly enhance
    business metrics and drive growth. What can B2B marketers do to inject more creativity into their work?
    That’s why we’re talking to seasoned brand strategist and marketing expert James Hurman (Founding
    Partner, Previously Unavailable) about how creativity leads to better results in B2B marketing. During
    our conversation, James emphasized the need for evidence-based marketing, advocating for a
    balanced budget between brand building and sales-focused advertising. He also outlined the pitfalls to
    avoid, the significance of executional quality, and the impact of familiarity bias. James further stressed
    the importance of educating non-marketing stakeholders and investing in high-quality creative work to
    build long-term brand trust and familiarity.
    47 min
  • Ep. 167: How to Get 90% Pre-sold Buyers Using Psychology-driven Marketing
    In B2B marketing, success comes from building genuine relationships with customers rather than viewing them as transactions. If we can understand their pain points and challenges and empathize with their needs, B2B marketers can develop solutions that resonate with what motivates and inspires customers, leading to business transformation. What can B2B marketers do to create more meaningful and effective marketing initiatives?
    That’s why we’re talking to marketing psychologist and B2B content marketing expert Rai Cornell (Founder & CEO, Cornell Content Marketing) about how to get 90% pre-sold buyers using psychology-driven marketing. During our conversation, Rai advised against using manipulative tactics and emphasizes the power of long-form content to attract and engage audiences. She also discussed common pitfalls to avoid, the role of humor in building rapport, and the importance of prioritizing long-term content success over short-term revenue gains.
    48 min
  • Ep. 166: How Customer Segmentation Leads To Better B2B Pricing Strategies
    Effective pricing is a powerful growth lever that shouldn’t be overlooked, especially during economic uncertainty. In today’s competitive B2B landscape, business must segment their customer base to develop pricing strategies that reflect true value and maximize revenue potential. How can B2B SaaS companies get better at developing the right pricing strategies to stay competitive?
    That’s why we’re talking to B2B SaaS expert Dan Balcauski (Principal Consultant, Product Tranquility) about how customer segmentation directly influences B2B pricing strategies. During our conversation, Dan did a deep dive into the value cascade, which includes use value, exchange value, perceived value, and willingness to pay. He also highlighted the common pitfalls to avoid, elaborated on the importance of having a defined pricing owner and process, and discussed why continuously refining pricing strategies is paramount for success.
    40 min
  • Ep. 165: How to Discover What Content Drives B2B Buyers to Act
    Effective market research is crucial for B2B marketers who seek to create compelling, customer-centric, insightful, and relevant content. Suppose you could leverage this research to identify the specific types of content that influence the purchasing decisions of B2B buyers. Wouldn’t this eliminate the guesswork in your content development efforts?
    That’s why we’re talking to B2B content expert Becky Lawlor (Head of Content and Research, Redpoint) about how to discover what content drives B2B buyers to act. During our conversation, Becky emphasizes the importance of original research-based content in B2B marketing. She also outlined the key pitfalls to avoid, revealed which content formats are valued by buyers, and offered some practical tips on conducting interviews and crafting customer stories. Furthermore, Becky discussed valuable findings from her company’s survey of 250 B2B buyers, providing actionable insights into what drives buyers to take action.
    37 min
  • Ep. 164: How to Leverage Affiliate and Influencer Programs for B2B
    Strategic partnerships—when executed properly—are among the most powerful tools for B2B companies to scale and drive revenue growth in today’s competitive landscape. How should B2B companies approach potential affiliate and influencer partners? How can they craft the right messaging and a mutually beneficial offer?
    That’s why we’re talking to marketing expert Aya Saad (CEO, Vivian Agency) about how B2B companies can effectively utilize affiliate and influencer programs to propel growth. During our conversation, Aya highlighted what she believes the “untapped opportunities” are for B2B, and outline some of the key do’s and don’ts for successful affiliate and influencer marketing. She also offers some practical advice on how to get buy-in from senior management and talked about the key performance metrics that B2B marketers should focus on.
    47 min
  • Ep. 163: How to Outperform Larger Competitors with Small Marketing Teams
    Small businesses often face challenges related to bandwidth, budget, and limited resources. Despite this, there are incredible opportunities for smaller businesses and their marketing teams to gain market share in even the most competitive environments. How can they do this and strategically outmaneuver their larger competitors?
    That’s why we’re talking to product marketing expert Laurier Mandin (President & CEO, Graphos Product) about how small B2B marketing teams can outperform larger competitors. During our conversation, Laurier highlighted how having a deep understanding of customer needs and developing a solid go-to-market strategy can lead to success. He also mentioned key pitfalls to avoid and provided actionable advice for validating a business, product, or service idea without a massive research budget.
    43 min
  • Ep. 162: How to Measure B2B Marketing Effectiveness for Better Results

    How to Measure B2B Marketing Effectiveness for Better Results
    Measuring the effectiveness of your B2B marketing strategy is crucial for driving growth and improving ROI. By tracking performance accurately, you can identify what’s working, what to improve, and find new opportunities. Many B2B marketers, however, still face challenges in navigating this complex process. How can B2B marketing teams then effectively measure what truly matters?

    That’s why we’re talking to Pete Fairburn (Co-Founder, Morphsites) who shares expert insights on how B2B marketing teams can optimize their measurement strategies for better results. Pete highlights common pitfalls to avoid, the importance of tracking the entire lead lifecycle, and how to analyze data to act on valuable insights. He also elaborates on the critical need for collaboration between marketing and sales teams, leveraging AI for task automation, and creating a continuous feedback loop to improve campaigns.
    Topics discussed in episode:

    [1:46] The frustrations in digital marketing

    [3:11] The challenges of fluffy scattergun teams 

    [6:19] The importance of a coherent strategy and customer understanding

    [9:15] Some key pitfalls to avoid in measuring what matters 

    [13:44] The importance of collaboration between marketing and sales

    [17:25] How to get buy-in from sales for strategic planning

    [23:33] How AI is transforming digital marketing

    [31:54] Pete’s actionable tips:

    • Measure the entire lead life cycle
    • Analyze the data, don’t just measure it
    • Act on the data
    • Maintain in a feedback loop and keep everyone informed

    Companies and links mentioned

    • Pete Fairburn on LinkedIn
    • Morpthsites
    • TikTok
    42 min
  • Ep. 161: B2B Marketing Highlights: 2024 Recap
    It’s been another year of incredible conversations with industry experts on topics and challenges that every B2B marketer faces. From B2B content to websites, SEO, demand gen, social selling, LinkedIn, and market research to productization, product-led growth, AI, podcasting, and online communities, we covered the full spectrum of topics that B2B marketers need to succeed in a competitive marketplace.
    Tune in as our host Christian Klepp summarizes the B2B marketing highlights of 2024. He discusses the different B2B marketing categories, talks about the guests, and provides tips on what the audience would find useful in each episode.
    20 min
  • Ep. 161: B2B Marketing Highlights: 2024 Recap
    It’s been another year of incredible conversations with industry experts on topics and challenges that every B2B marketer faces. From B2B content to websites, SEO, demand gen, social selling, LinkedIn, and market research to productization, product-led growth, AI, podcasting, and online communities, we covered the full spectrum of topics that B2B marketers need to succeed in a competitive marketplace.
    Tune in as our host Christian Klepp summarizes the B2B marketing highlights of 2024. He discusses the different B2B marketing categories, talks about the guests, and provides tips on what the audience would find useful in each episode.
    20 min

About B2B Marketers on a Mission

From the publisher's feed

On this podcast, we’re on a mission – to change and disrupt the way people think about B2B marketing one insightful conversation at a time. Get inspiration from interviews with B2B marketers and…