Interesting B2B Marketers

Jeremy Shere, Founder & CEO of Connversa Podcasting discussed all things podcasting for businesses. Jeremy shares insights from his experience as a seasoned podcast producer, cautioning that while it may seem easy to get a podcast up and running, there's a lot of work involved. They also discuss the importance of setting goals and how to integrate a podcast into your existing marketing ecosystem. Plus, Jeremy shares tips on repurposing existing content as a podcast.

They also delve into the complexities of B2B marketing, with Steve sharing his fascination with the dynamic buying environment and the different dynamics at play. Jeremy adds that it's like a complex puzzle, with the pieces always morphing and changing, and shares some of his own experiences with closed deals that end up being postponed.

Tune in to this episode of the Interesting B2B Marketers Podcast and discover the power of podcasting for your business. Don't miss out on valuable insights and tips from podcasting expert Jeremy Shere. Hit play now and get started on your podcasting journey!

Connect with Steve and Jeremy on LinkedIn.

In this episode of the Interesting B2B Marketers podcast, Maneesh Sah, Founder and CMO of Rave Marketing Partners, shares his expertise on effective communications and marketing strategies.

Maneesh introduces the "three Cs" model, which focuses on content, capability, and campaigns, and discusses how his company's global leadership team developed this successful strategy. He emphasizes the importance of having the right metrics in place to support commercial outcomes and shares insights into staffing a marketing team to support heavy content creation. 

Tune in now to learn from Maneesh Sah about how you can transform your marketing approach.

Connect with Steve and Maneesh. 

In this episode, Stephen Kemish, Founder & CEO of Intermedia Global Ltd., discussed how his company helped a global tech company stand out in various markets by conducting an audit and mapping their content by genre and stage. They discovered that creating more educational content was the best way to sell and market the technology effectively. Stephen emphasized the importance of being helpful and awakening ideas, which taught them the importance of understanding the needs of the audience.

The conversation then shifted to the topic of AI in marketing, particularly in content creation. Stephen shared his insights on how AI is already capable of creating interstitial content like social media posts and emails, which frees up humans to focus on more intelligent tasks. He also warned about the compound problems that AI can cause with search engine optimization and the potential dangers of AI replacing humans in decision-making roles.

Connect with Stephen Kemish and Steve Goldhaber on LinkedIn.

Getting your business to take risks and try new things establishes your brand positioning and upscales your content marketing. Join Glenn LaFollette, a content marketer and storyteller for brands, as he discusses the importance of finding a story to activate a brand launch and why effective storytelling is crucial in B2B marketing to create effective and engaging stories that can reach a wider range of audiences across multiple mediums. 

Glenn also talks about his first B2B and content job that has helped him shape his marketing career and the valuable lessons he learned during his transition from journalism to marketing. Listen in as he highlights the impacts of Artificial Intelligence (AI), how it provides new opportunities for content creation, and how can it be the new partner of content creators to help them produce better content. Hover that play button now and also find out how you can engage your audience virtually!

Connect with Steve and Glenn on LinkedIn. 

Gini Dietrich is a seasoned PR professional who started her career in a traditional PR firm but quickly realized that it wasn't the best way to grow a business. This PR maven is the mastermind behind the PESO Model and has been shaking up the industry for over 17 years. From social media to content creation and paid media, Gini will be sharing her insider tips and tricks for combining paid, earned, shared, and owned media to achieve marketing goals.

Whether you're looking to level up your PR strategy or simply want to stay ahead of the curve, this is one episode you won't want to miss! So grab your headphones and let's get ready to learn from the best!

What you’ll learn from this episode:

• The importance of having a balanced approach between vision and data-driven insights to drive results.
• The need for accurate analytics, a data-driven team, and patience to drive long-term results through multi-touch attribution.
• The importance of knowing your target audience. Find out how having a clear understanding of your audience's interests can lead to more effective content creation.
• Discover the significance of having a robust data and analytics system in place to measure your marketing efforts and drive results.
• Learn how testing and iterating different types of content can help you determine what resonates best with your target audience.
• Explore the importance of having a team of experts and the right resources to craft compelling content that your audience will love.
• Learn about the shift in marketing from sales enablement to storytelling and how to align with the values and culture of your target audience.
• Discover the importance of moving from a self-centric approach to a customer-centric approach and how content creation can be used to articulate your company's values while also addressing the pain points and issues of your audience.

Tune in to this episode to learn how to shift from sales enablement to storytelling and align with your target audience's values and culture. Steve and Gini explore the benefits of a customer-centric approach and how to create content that addresses their pain points and needs. Join them for an informative and entertaining journey toward a more impactful marketing strategy!

Connect with Steve and Gini on LinkedIn.

Bob Buday is an experienced thought leader and author of the book "Competing on Thought Leadership." With 36 years of experience in the field, Bob is considered one of the pioneers of thought leadership and has been in the profession even before the term was coined.

In this episode,  you will learn:

• How unexpected disruptions, such as a power outage, can lead to deeper connections and meaningful conversations among conference attendees.
• Learn from Bob's experiences organizing B2B events for thought leadership marketing and networking, focusing on helping clients improve and featuring speakers and thought leadership practitioners.
• Learn how the content distribution method for thought leadership has evolved over time, specifically regarding channels such as internal publications, prestigious management journals, and public speaking and running conferences.
• Learn how management consulting companies can use thought leadership, such as creating high-quality content through a publication, to position themselves and justify charging premium fees.
• Learn how to create a successful business book by starting with an outline, finding a book agent and publisher, avoiding skipping the structured outline stage, and using prose to develop an argument.
• Learn how to leverage a published book to expand your event marketing program and pitch to well-known publications such as Harvard Business Review to increase reach and interest in your book.
• Learn how to evaluate and improve thought leadership content by following the criteria of relevance, clarity, rigor, and evidence and structuring the argument efficiently for the average business executive to understand and follow.

Connect with Bob and Steve on LinkedIn.

Steve sits down with Eric Sawitoski, an award-winning creative executive with 20+ years of success devising brand strategies and marketing solutions to increase ROI through digital innovations, experiential marketing, and campaign execution.

Eric is the Chief Marketing Officer at WNDR Museum, and a Strategic Advisor at ELAW CREATIVE, and an Advisory Committee Member at Workvana.

Listen in as Eric talks about his experience doing marketing in the pre-internet era and the timeless principles which he found apply to today’s market. He speaks on the difference between reactive marketing (“order-takers”) and proactive marketing (problem-solving which contributes to the bottom line).

Eric and Steve give their thoughts on maintaining a customer-led business no matter the size of the organization. “You don’t build brands for yourself,” explains Steve. Rather, you build it for the customer, and that customer needs to be the one making those big decisions.

Eric closes the conversation by inviting us to ask ourselves: “How are you focusing on your customer so that your offering aligns with what the opportunity spend is? If you don’t have insight into that, you’re throwing spaghetti at the wall to see what sticks.”

Connect with Steve and Eric on LinkedIn.

Clay Stelzer is the founder and CEO of 15Sixty, a company with a mission to help people become better versions of themselves. In this week's episode of the Interesting B2B Marketers podcast, Clay shares his own entrepreneurial journey as well as valuable tips for other aspiring business owners.

Get ready to be inspired and learn from one of the most highly accomplished entrepreneurs in the industry!

In this episode, you will learn:

• How executive teams can benefit from feedback, personal growth, and team coaching. 

• How to handle difficult conversations with people with a reputation for not listening or cutting people off. 

• What it's like working with a large software company and building a team coaching practice. 

• How to create an atmosphere of creative friction where ideas are discussed openly and with respect. 

If you enjoyed this podcast episode, be sure to subscribe to the show and leave a review.

Connect with Steve and Clay on LinkedIn.

Steve sits down with Steve Lafontaine, Senior Director Of Marketing at Granicus, a software company that provides the first and only civic engagement platform for the public sector.

Trusted by over 6,000 global government agencies, the platform connects people and government with a unified experience that integrates websites, online services, digital communications, and more to serve every resident equally and inclusively.

Listen in as Steve explains the ins and outs of working with a B2G (Business-to-Government) company and knowing when it might be beneficial to all parties to publish data that your company exclusively owns.

Creating a proprietary index can be an invaluable marketing tool, particularly if tailored to the top 20 players in your industry. When creating this index, Steve recommends the hub-and-spoke model, with an emphasis on the hub. The meatier the hub, he says, the more opportunities you have to recycle and reuse content.

Ultimately, it pays to be strategic about which data or content to withhold and which to share freely. Exclusivity, for its own sake, does not automatically translate to more dollars. Being cognizant about the value you bring to your ideal client, as well as the most appropriate way to present that value, is what distinguishes the best B2B marketers from the rest.

Connect with Steve Goldhaber and Steve Lafontaine on Linkedin.

Steve sits down with Ryan Paul Gibson, Founder of Content Lift, which makes use of investigative interviews to help marketing teams find more customers. Their process gives clarity and consensus on why customers are choosing your brand; allowing you to develop fresh messaging, campaign and copy ideas; and overall offer better insights on how to spend marketing dollars.

Ryan also serves as a Senior Marketing Specialist for the software company Rewind on a contractual basis, helping them with messaging, content, PR, and branding as they build out their core team. Finally, Ryan is the Principal at RPG Marketing, a boutique firm focused on content and product marketing.

Listen in as Ryan explains the fascinating and often frustrating gap between the pro-research and anti-research camps and how to speak the customer’s language in order to close that gap. He breaks down the principles of effective qualitative customer research in helping to sketch out a roadmap of your ideal customer’s buyer journey.

Ryan also speaks on the unique opportunities that today’s B2B landscape brings when it comes to letting one’s marketing creativity shine. He encourages marketers to embrace their curiosity and follow their instincts, while at the same time taking care to validate and iterate their ideas to cut through the noise.

Connect with Steve and Ryan on LinkedIn.