B2B Marketing Methods

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, meets with Sherron Washington, a Professor, Chief Executive Officer, and Non-Profit Founder. Whether you're a seasoned marketer or new to the field, this episode provides valuable tips, strategies, and real-world examples to enhance your B2B marketing efforts.

They discuss demystifying digital marketing for B2B companies. Sherron shares her insights from her extensive marketing journey and how she combines academic knowledge with practical experience.

Topics discussed include the importance of treating B2B clients like B2C, the split roles of marketing and sales, budgeting for marketing, leveraging social media, and the significance of building and nurturing relationships.

Sherron also talks about her nonprofit, Discovering Butterflies, which mentors young women to find their paths and achieve their goals. 

Topics Discussed:

• treating B2B clients like B2C
• split roles of marketing and sales
• budgeting for marketing
• social media
• building and nurturing relationships

To learn more about Sherron, connect with her on LinkedIn at https://www.linkedin.com/in/ceop3/

To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of B2B Marketing Methods, host Terri Hoffman, CEO of Marketing Refresh, interviews Hunter Holtshopple, the Marcom Manager for the Evaluation Business Line at SLB. They discuss his varied career path from a mechanical engineer to a marketing and communications leader, as well as the strategies SLB employs for effective B2B marketing.

Topics include the evolution of SLB’s brand, the importance of combining technical expertise with traditional marketing skills, leveraging AI, and the value of trial and error in marketing. Hunter also shares insights about his podcast 'Beyond the Reservoir', and how SLB’s marketing efforts are adaptable to meet both technical and customer needs.

Topics Discussed:

• Hunter's Career Journey and Role at SLB
• The Importance of Technical and Marketing Synergy
• Learning and Adapting in Marketing
• The Birth and Impact of the Podcast
• Engaging at Trade Shows and Conferences
• Leveraging AI in Marketing
• Accountability and Communication in Marcom

To learn more about Hunter Holtshopple, connect with him on LinkedIn at: https://www.linkedin.com/in/hunter-holtshopple/

To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of B2B Marketing Methods, Terri Hoffman embarks on a fascinating journey with Keith Pivonski, a visionary in ecological engineering and green energy. Terri and Keith dive into Keith’s early career experiences and the inspiration behind his work, elaborating on overcoming financial and technical challenges, and highlighting the diverse applications of their groundbreaking solutions.

You’ll learn about Keith’s humble beginnings, how he learned from his parents’ careers, and how this knowledge transformed into a pivotal role at Underwood and Associates, focusing on stormwater management and environmental restoration. Keith also discusses the story of his innovation-driven venture, Energy Finders, which combines the principles of sustainable energy with ecological techniques.

This episode is a testament to the intersection of science, engineering, and community impact, offering deep insights into navigating startup challenges and advancing towards a green future.

To learn more about Keith, connect with him on LinkedIn at: https://www.linkedin.com/in/keith-pivonski-b8190699/  

To connect with Marketing Refresh, visit: MarketingRefresh.com

In this episode of the B2B Marketing Methods podcast, host Terri Hoffman, CEO of Marketing Refresh, interviews Fedor Simic, the partnership manager at Databox. They discuss the challenges and benefits of digital marketing, focusing on the importance of analyzing marketing metrics. Fedor explains Databox's innovative Benchmark Groups tool, which allows companies to compare their performance against industry benchmarks.

They also delve into Fedor's personal background, sharing his journey from working in customer support to becoming a partnership manager. The episode provides valuable insights into how businesses can leverage data to improve their marketing strategies and achieve better performance.

Topics Discussed:

• Who is Databox
• Using marketing metrics
• The value of analyzing your marketing program metrics
• What are Benchmark Groups

To learn more about Fedor, connect with him on LinkedIn at: https://www.linkedin.com/in/fedor-simic/  

To connect with Marketing Refresh, visit: MarketingRefresh.com

Terri Hoffman welcomes Nikkie Freeman, Fractional CMO and Founder of Flywheel CMO. Nikkie shares her expert insights on her varied career paths within marketing, discussing the dynamic nature and suitability for project-oriented, adaptable individuals. They talk about the first steps a manufacturing business should take to justify marketing investments, where Nikkie stresses the importance of consulting with an experienced professional familiar with the industry. They also discuss the critical role of foundational web presence and content in B2B marketing, highlighting the evolving buyer behaviors that necessitate online resources to generate inbound leads effectively.

Terri and Nikkie also discuss advanced strategies for aligning sales and marketing teams, the significance of understanding key performance indicators, and the benefits of working with a fractional CMO to drive business growth. They also share some of their favorite tools like HubSpot for fostering efficient marketing operations.

To connect with Nikkie, visit: https://flywheelcmo.com/

To learn more about Marketing Refresh, visit: https://MarketingRefresh.com

Key Topics Discussed:

• Diverse career paths within marketing
• Initial steps for manufacturing businesses in marketing investment
• Importance of consulting experienced marketing professionals
• The foundational role of online presence and content in B2B
• The dynamic nature of buyer behavior and marketing metrics
• The symbiotic relationship between sales and marketing teams
• Insights on fractional CMOs and their strategic advantages
• Advanced tools and platforms for efficient marketing operations

Terri is joined by James Reid, Director of Commercial Sales at The M.K. Morse Companies. Together, they talk about the intersection of sales and marketing, focusing on effective communication, digital marketing, and building customer relationships online. James discusses his reliance on his marketing team for product development, treating them as a crucial part of the product team. They also discuss the significant change in buying behavior, particularly with younger buyers favoring web-based interactions and quick access to information.

The episode also touches on the collaborative efforts between sales and marketing to leverage social media to engage with younger buyers. James shares insights on using Salesforce as a CRM tool and the challenges of inputting information while balancing active sales calls. The conversation concludes on a lighter note with personal stories, favorite trips, music preferences, and book recommendations.

To connect with James, you can find him on LinkedIn at: https://www.linkedin.com/in/james-reid-356891175/

To learn more about Marketing Refresh, visit: https://MarketingRefresh.com

Key Topics Discussed:

• Challenges in sales and marketing
• The evolving role of digital marketing Importance of a company’s website
• Changing dynamics in decision-making and buying behavior
• Use of Salesforce as a CRM tool Collaboration between sales
• Marketing Social media engagement with younger buyers

In this episode of B2B Marketing Methods, Terri welcomes special guest Raegan Hill, a seasoned marketer turned recruiter who gave Terri the idea and inspiration to start her own company while she was looking for a job. Raegan shares her journey from marketing to focusing on helping other companies find that right mixture of talent, sometimes convincing them to think far outside the box. Terri highlights Raegan's innovative thinking and her commitment to providing both clients and candidates with valuable and honest feedback has helped to drive her career.

The episode also discusses the intricacies of modern recruitment, covering topics such as budget constraints, salary negotiations, and defining marketing needs. Raegan emphasizes the importance of open dialogues between clients and professionals, ensuring suitability and alignment with job responsibilities. They also discuss the challenges of remote versus in-person roles, the need for strategic leadership, and the significance of industry relevance versus a balanced skill set in finding the right fit for marketing positions.

To learn more and connect with Raegan, visit: https://www.raeganhillgroup.com/

To connect with and learn more about Marketing Refresh, visit: https://MarketingRefresh.com

Key Topics Covered:

• Raegan Hill's successful placement of a VP-level candidate for a client
• Terri Hoffman praises Raegan for her innovative thinking and integrity
• Managing budget constraints and salary negotiations in recruitment
• Challenges and opportunities in remote versus in-person roles
• The significance of strategic leadership and mentoring in marketing roles
• Understanding market needs and aligning job responsibilities
• The process of defining marketing needs and job description development
• Industry relevance and the balance of skill sets in recruitment
• Raegan's personal insights on communication, managing time, and her favorite music and book
• Raegan Hill's transition from marketing to recruiting and the impact of her integrity
• The importance of culture fit and the use of "wild card" candidates in recruitment

In this episode of B2B Marketing Methods, Terri welcomes Russel Treat, CEO at EnerACT Energy Services, to discuss building a software company, podcast networks as a business growth tool, and the ups and downs of entrepreneurship in the industrial sector.

Russel discusses his diverse background, from his time at Texas A&M and in the Air Force to his entrepreneurial ventures in civil engineering and software development for the oil and gas industry. He also talks about the challenges of bridging the gap between technical content and marketing copywriting.

Terri and Russel also talk about the intricacies of sales and marketing for a B2B brand with complex offerings and share insights on measuring performance, understanding the buyers journey, and fostering collaboration between technical and marketing teams. They also discuss the significance of content production for generating traction and establishing thought leadership in a competitive landscape.

To learn more about Russel's company, visit: https://eneractenergyservices.com/

To find out more about Marketing Refresh, visit: https://MarketingRefresh.com

Key Topics Discussed:

• Challenges in Content Creation and Marketing
• Sales and Marketing Strategies
• Company Operations and Sales Evolution
• Personal Passions and Influences
• Transition to Software Company and Marketing Evolution
• Brand Building and Customer Experience
• Professional Development and the Entrepreneurial Journey

In this episode of B2B Marketing Refresh, Terri welcomes Jonti Bolles, CEO of WHO Digital Strategy, to discuss the influential world of digital marketing. They talk about the robust integration of AI in marketing tasks like website design and how important it will be to maintain human oversight for quality and authenticity.

They also cover the synergy between sales and marketing teams, emphasizing the importance of collaboration and the strategic use of CRM tools to enhance efficiency. In addition, they talk about the challenges faced by B2B companies, stressing the need for a blend of skills in today's rapidly changing marketing landscape.

Jonti also talks about her own company’s rebranding from White Hat Ops to Who Digital Strategy, highlighting sustainability and ethical practices in SEO. The conversation also explores the concept of topical authority and the shift from focusing merely on keywords to creating topic-focused content to dominate industry conversations and fulfill consumer queries efficiently.

To connect with and find out more about Jonti, visit: https://whodigitalstrategy.com/

To find out more about Marketing Refresh, visit: https://MarketingRefresh.com

Key Topics Discussed:

• The use of AI in marketing and balancing it with human expertise
• The importance of sales and marketing collaboration
• Challenges faced by companies in managing expectations with marketing agencies
• The evolution of White Hat Ops into Who Digital Strategy
• The shift towards topic-focused content in SEO
• Strategic use of CRM and AI tools to enhance marketing and sales efficiency
• Insights on maintaining quality over quantity in digital content
• Benefits of establishing topical authority for online presence

In this episode of B2B Marketing Methods, Terri is joined by Ed Marsh, an experienced consultant in the B2B industrial space and host of the Industrial Growth Institute Podcast. Together, cover the intersection of marketing, sales, and technology in the Industrial Manufacturing sector.

Ed and Terri discuss why transformations in the sales and marketing teams of industrial companies can take a significant amount of time and investment. Ed talks about the importance of commitment and discipline in driving meaningful and sustainable changes within sales and marketing frameworks. He also covers the shortfall in lead nurturing and follow-up, urging companies to develop a robust pipeline and accurate forecasts to improve their sales processes.

Ed and Terri also discuss the evolving roles in sales, caused by the digital overload consumers face today, which has shifted the gatekeeping of information. Plus they talk about the critical role of content in sales strategies, and why it's so important to create an integration of systems across marketing, sales, technology, and customer experience to streamline operations and boost productivity.

Topics Discussed:

• Transforming sales and marketing in industrial companies
• Commitment and variables in industrial transformation
• Role of sales in navigating information overload
• Importance of content in driving revenue
• Strategic role of IT in improving buyer experiences
• Challenges of change and resistance in traditional manufacturing

To learn more about Ed, connect with him on LinkedIn at: https://www.linkedin.com/in/edwardbmarsh/ or

https://EdMarshConsulting.com

To connect with Marketing Refresh, visit: MarketingRefresh.com